品牌转换模型（Product Quest）

1、ProductQuestINFORMATIONCConsumerevaluationHEDONIC- liking,- purchase intentJ Intensity databy trained orconsumer panelsJ “Just right” databy consumer panelsPERCEPTION- attribute data$ LaboratoryanalysisANALYTICAL- chemicalcontent0102030405060708090100ACGHI deal123456789Cocoa aromaCocoa flavourMalt/C

2、ereal aromaCreamy textureBitter aftertasteAstringent aftertasteSweet flavourSoy aftertasteDairy/Milky aromaCoffee flavourRoasted aromaMouthcoat aftertasteOverall likingWeight0.870.77-0.670.62-0.62-0.620.53-0.500.230.120.110.10Aroma: CocoaFlavor: CocoaAftertaste: MouthcoatTexture: CreamyFlavor: Sweet

3、average overall liking ratingAroma: Dairy/MilkyAftertaste: BitterFlavor: CoffeeAroma: RoastedAftertaste: AstringentAroma: Malt/CerealAftertaste: SoyECBAoptimalGFDJKIJ26.5%42.4%2D Fit = 68.9% 2001 Market Facts, Inc.12345ACGHI deal123456789SweetnessRichnessColourStrength of coffee flavourRoast tasteCr

4、eaminessConsistencyOverall likingToo weakToo weakToo lightToo weakToo weakNot enoughNot enough718643231815SweetnessRichnessColourStrength of coffee flavourRoast tasteCreaminessConsistency% Just Right2611103596Too strongToo strongToo darkToo strongToo strongToo muchToo smooth68728455727479Product A-2

5、.1-1.9-1.9-1.2-1.0-1.4-1.0-1.1-1.4-1.2-1.5-1.3-0.8-1.7PenaltyPenalty%Products A and B have the most potential31.646.423.63421.915.933.842.243.534.555.748.818.941.111.133.62136.532.320.435.417.719.634.735.354.944.563.129.725.536.130.126.6SweetnessRichnessStrength of coffee flavour8.5187.987.797.547.4

6、37.557.327.587.577.616.196.466.255.435.215.465.635.66.376.977.48123456789ActualPotentialInfluence ofOverall likingABCDEFGHIJK6357553734ColorConsistencyCreaminessStrength of coffee flavorSweetnessRoast Taste 30(1) Maintenance: Product A must continue to provide current perceptions of color, consisten

7、cy, and creaminess to maintain current level of overall liking. (2) Potential: Product A must improve perceptions of coffee flavor strength, sweetness, and roast taste to increase the level of overall liking.* 5-point poor to excellent scalesMaintenance (1)%Potential (2)%0.420.440.460.480.50.520.540

8、.560.58147101316192225283134BatchProbability of preference0.511.522.533.5SweetnessProbability of preferenceSweetnessAroma: CocoaFlavor: CocoaAftertaste: MouthcoatTexture: CreamyFlavor: SweetAroma: Dairy/MilkyAftertaste: BitterFlavor: CoffeeAroma: RoastedAftertaste: AstringentAroma: Malt/CerealAftertaste: Soy26th29th24th27th15%77%2D Fit = 92% 2001 Market Facts, Inc.Overall Liking25th23rdChange over time7476Number of incorrectrepliesNumber of correctrepliesThere is significant (with 95% confidence) discriminationTRIANGLE TESTN=1504