Taste tests are a tool that marketers have been using for decades. One soda maker giant has been conducting a “challenge” since the mid-1970s. A fast-food chain conducted a series of taste tests in 2008 that ended up being a successful campaign for the restaurant.For this assignment, you will conduct a taste test using at least 7 participants. Select a packaged food product such as chips, cereal, cookies, or ice cream. You will use a brand name product and its store brand or generic counterpart. Be sure to compare 2 like products. For example: do not have a taste test of a savory cereal and a fruity cereal. You want to compare the fruity cereal with a generic or store brand fruity cereal. After the taste test, ask each respondent what brand of the product he or she usually buys before revealing the selected product.HINT: Food and lifestyle magazines and Web sites publish taste tests periodically. It may be a good idea to see how they compare various products so you have a better idea of how to conduct your study. Admit it. You and your foodies had a great time doing the taste test. But it was not all about free food; it was about collecting consumer information so it can be applied in the marketing plan.Analyze the results. Be sure to consider the respondents’ self-reported brand preference and the choice in the taste test. Assess the implications. How can a marketer use the results in its marketing communications plan?Because you are engaging in research, be sure to attribute your sources in a professional manner.
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