Abstract
How is the goodwill of a consumer to be earned and maintained in a competitive marketplace? One strategy is to ensure that the consumer perceives, through the senses, the characteristics that make the company’s product superior to competitors’ products, and thus more desirable. Furthermore, this perception must be maintained to build brand loyalty and to ensure repurchase. The sustainability of the perception of quality is important long after the initial rush of interest from advertising claims and promotions that surround a new product introduction. The purpose of this chapter is to discuss the techniques for consumer product testing in the field on a blind-labeled basis that ensures the sustainable perception of positive product characteristics.
When all is said and done, this business is nothing but a symbol and when we translate this we find that it means a great many people think well of its products and that a great multitude has faith in the integrity of the men who make this product. The goodwill of the people is the only enduring thing in any business. It is the sole substance.... The rest is shadow—H. S. Johnson, Profit Sharing Day, 12/24/27.
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Lawless, H.T., Heymann, H. (1999). Consumer Field Tests and Questionnaire Design. In: Sensory Evaluation of Food. Food science text series. Springer, Boston, MA. https://doi.org/10.1007/978-1-4419-7452-5_14
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DOI: https://doi.org/10.1007/978-1-4419-7452-5_14
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