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Case study -Super Savers is wishing to move into the UK Food Retail market.

Extracts from this document...

Introduction

GROUP ASSIGNMENT:

A new low cost overseas retailer, ‘Super Savers’ is wishing to move into the UK Food Retail market.  One of the ranges they wish to stock is blackcurrant squash.  The company has two potential suppliers, Ribeena and Tesco, and wishes to select one brand for the range of outlets.   The product manager would like to know:

  1. If there is a significant difference between the two brands
  2. What are the differences in terms of the sensory profile
  3. Which attributes of the products most affect consumer acceptance
  4. Which product consumers prefer

TASK:

As sensory analysts we are required to design and execute appropriate tests to elicit this information and present our findings in the form of full report to the product manager.

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1.ABSTRACT

In this report, a new low cost overseas retailer, ‘Super Savers’ is wishing to move into the UK Retail Market.  One of the ranges they wish to stock is blackcurrant squash.  The company has two potential suppliers, Ribeena and Tesco, and wishes to select one brand for the range of outlets.

Four tests had been chosen to undertake, which were the Triangle test, the Just-Right test, the Descriptive Analysis test (taste, colour, smell, and texture) and the 9-point hedonic test.  For the achievement of the above four tests, twenty panellists were selected.

The results obtained from this evaluation showed in general that there was a significant difference between Ribeena and Tesco blackcurrant squashes. The only case that the null hypothesis was rejected, that is there was not any difference between the two products, was in the attribute of smell tested in the sensory profile.

The methodology for each test took a sequence of experimental design, null-hypothesis and test selection.

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Middle

As Meilgaard, Civille and Carr (1991, p.217) pointed out, “the just-right scales allow the researcher to assess the intensity of an attribute relative to some mental criterion of the subjects”.  The degree of sweetness of the two products was the attribute selected to determine consumer acceptance.

Thus, the just right scale measures the desirability of a specific attribute, and these scales are often used to determine the optimum levels of attributes in a product.  In this scale, the intensity and hedonic judgements can be combined to provide directional information for product reformulation or optimisation.  The just right was chosen because it is popular for the direct information that it can give on specific attributes to be optimised.

On the other hand, the panellists have to have a common idea or consensus understanding of the attribute in question.  Obviously, this limits the just-right scale to few simple attributes that are widely understood, such as sweetness and saltiness.

Nine-point Hedonic Test

The nine-point hedonic test was the second test chosen to be undertaken, which belongs to the general class of acceptance or preference testing.  This test was selected in order to find out which of the two product consumers prefer.  The preference test forces a choice of one item over another, “preference is that expression of appeal of one product versus another” (Stone & Sidel, 1993, p.244).

The hedonic test occupies a unique niche for sensory evaluation and as Joung (1961) noted, the hedonic scale represents “the sight, intensity and temporal changes of affective processes” (Stone & Sidel, 1993, p.244).  The panellists were asked it indicate the degree if liking for the products based on a nine-point scale, from extreme dislike to extreme like.  This concerned the overall preference of the two products (Ribeena and Tesco blackcurrant squashes).

...read more.

Conclusion

  • Information should be given on panellists regarding the procedure of the tests such as how they should complete the questionnaires and things in general should be made easier to be understood.
  • Create the best possible environment.
  • Questions should be asked to panellists at each point about the worst possible scenario and how the study could be improved to minimize these contingencies.

7. CONCLUSION

It is evident that sensory evaluation represents a different type of challenge for marketers, for scientists and technologists.  “This challenge is more obvious when test results are used for determining project accountability or as a measure of a requester’s performance” (Stone & Sidel, 1993, p.311).

In triangle test, just-right scale test, nine-point hedonic scale test and in the three attributes of descriptive analysis test, taste, colour and texture, the null hypothesis was not rejected and there was found to be a difference between the two products.  In the attributed of descriptive analysis test smell the null hypothesis was rejected, meaning that there was no any difference found between the two brands according to smell.

Based on the result found, Ribeena squash was preferred by most panellists. Thus the “super savers ”may choose the Ribeena squash. On the other hand, further testing would make the results more accurate and the recommendations of this report would be studied before the other evaluation, for the results not to be biased.

BIBLIOGRAPHY:

  1. AMERINE M., PANGBORN & ROESSLER E. (1965), Principles of Sensory Evaluation of Food, American Academy Press
  1. LAWLESS H.T & HEYMANN H. (1998), Sensory evaluation of Food: Principles and Practices, New York: Chapman & Hall
  1. LYON D.H., FRANCOMBE M.A, HASDELL T.A. & LAWSON K. (1992), Guidelines for sensory Analysis in Food Product development and Quality control, London: Chapman & Hall
  1. MEIGAARD M, CIVILLE G.V. & CARR T.B. (1991), Sensory evaluation Techniques, 2nd ed., Florida: CRC Press LCC
  1. STONE H. & SIDEL J. (1992), Sensory evaluation Practices, 2ND ed, California : Academic Press Inc.
  1. www.google.co.uk

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