Introduction

One of the top Japanese food brands collaborated with MarketGenics to handle a number of end-to-end market research studies for their product line, with the research being conducted specifically in Northeastern India. This comprehensive study aimed to ascertain how well the brand’s products performed relative to those of present competitors and how consumers assessed them on several fronts. The research was conducted in five key cities: Guwahati, Shillong, Aizawl, Imphal, and Kohima.

Research Objective

The primary objective of the research was to evaluate the performance of the client’s products vis-à-vis the competition. Specifically, the goals were:

• To understand consumer ratings of the products on various parameters individually and compared with leading competitors.
• To gather insights to create a differentiated offering by launching new exciting flavors or new communication based on the product’s Unique Selling Proposition (USP).

Business Objective

The client’s business objective was to make informed brand plans for the coming year. To achieve this, they needed to:

• Assess product acceptability, determining a Go – No Go decision.
• Identify cues for product fine-tuning, if required.

Research Methodology: Central Location Test (CLT)

MarketGenics proposed the use of a Central Location Test (CLT) to assess the product performance at various stages. This approach involved evaluating blind samples, ensuring that no brand names were exposed to avoid bias. The test was conducted in pre-decided venues equipped with kitchens in the suggested locations.

Target Audience

• Age Group: 15 to 30 years
• Gender: Males and Females
• Demographics: Urban, NCCS A, B
• Sample Size: 100 respondents from each center in the North Eastern Region

Product Evaluation Criteria

The product samples were evaluated based on several key criteria, including overall likeability, taste, color and aroma, texture, mouthfeel, garnish, authenticity, purchase intention, price point, and pack size.

Detailed Evaluation Parameters

At the Central Location Test (CLT), the product evaluation was divided into two main categories: sensorial parameters and overall product rating.

Sensorial parameters included Overall aroma appeal, Strength of aroma (Just About Right – JAR), Overall appearance appeal, Color appeal, Consistency appeal, Overall appeal of the products (Likes & Dislikes), Mouthfeel, smoothness, Taste, saltiness, aftertaste, flavor, spiciness, Portion size

Overall Product Rating was done vis-a-vis the competition brands

• Appeal, Likes & Dislikes
• Overall Taste
• Uniqueness
• Quality of the Ingredients
• Willingness to purchase
• Preference ranking

Conclusion

The findings from the Central Location Tests were meticulously analyzed and compiled into a detailed PowerPoint presentation for each center. Consumer preferences and possible areas for product enhancement were highlighted by MarketGenics, which offered insightful information. The client was able to determine cues for fine-tuning, make well-informed decisions about product acceptability, and create strategic brand plans for the future year thanks to this thorough analysis. This project was successfully completed in the Northeastern region of India, demonstrating MarketGenics’ proficiency in providing useful market research that promotes company expansion.