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Blind Product Test:

Wet Wipes

Are we aware of what we buy ?

Background Information

Hypothesis

"Do consumers purchase by having a product awareness or trusting their prejudgements?"

H0: Panelists cannot tell the differences between different brands' wet wipes. They don't have product awareness.

H1: Panelists can tell the differences between brands' wet wipes. They have product awareness.

Preferred Brand:

  • Gender
  • Age
  • Personal preferences

We chose different brand that has different qualities

  • Dalin - alcohol free / baby care
  • Komili- %100 olive oil / natural
  • Migros- affordable / skin friendly

Can they detect the differences when wet wipes are not place in their actual packages ?

Context

- Background Information

- Hypothesis

- Procedure

- Results

- Conclusions

- Limitations

Thank you

Limitations

- Sizes

- Their condition before the experiment

- Enviromental factors --> sensory stimuli

- Habit and knowledge incertitude

Results& Conclusion

Conclusions

  • Nice smell and other qualities needed to be distinguished .
  • Low involvement/Convenience good = Marketing must be well-done

The more popular it gets, the more you sell.

Dalin was the most recognized brand among three

Well - done Marketing

But the most importantly...

Our hypothesis is not rejected

Participants do not have product awareness.

Results

  • More than half of the participants had no preferences at the begining of the process.

However during the process...

  • Students would like to pay more than hygiene professionals
  • Overall males pay more than females

Female students: 2,67 TL

Male students: 6 TL

Female hygiene professionals: 1,5 TL

Male hygiene professionals: 3 TL

Procedure

We analyzed our hypothesis in 3 main parts

3) Falsified Blind Test

2) Completely Blind Test

Before this process, the participants ask to rank brands ( Dalin, Komili, Migros) according to their preferences

Changed wet wipes in the packages.

  • Dalin --> Migros
  • Migros --> Komili
  • Komili --> Dalin

Asked them to try and rank them again by SEEING the package

Ranking 3 anonymous wet wipes

Asking reasons ?

Işıl Sağer

Burcu Sarıer

Müge Aytemiz

Ece Göyen

Ayça Balaban

1) Questions to Ask Before the Blind Test

Personal questions to specify participants profiles:

  • age
  • gender
  • professions

Clarify connection between

participants <--> their wet wipe knowledge

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