Abstract
After identifying selected characteristics of generic tomato juice, an experiment was conducted to enable a comparison of attribute ratings for generic tomato juice and two types of retail suppliers. Descriptive Analysis (QDA) techniques were used for collecting and analyzing the data. Three types of information were then plotted on appropriate polar axes: (1) ratings for selected product attributes prior to store identification, (2) changes in attribute perceptions after store identification, and (3) attribute ratings of retail suppliers after store identification. After connecting appropriate plotted points, different sensory profiles appeared in association with two different types of stores and their products. These profiles could be helpful to producers in selecting retailers who are likely to be most effective in marketing their products.
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© 2015 Academy of Marketing Science
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Maile, C.A., Hanna, N. (2015). Sensory Profiling and Retailer Selection. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_6
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DOI: https://doi.org/10.1007/978-3-319-16946-0_6
Publisher Name: Springer, Cham
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