RSM352 Group project in person intervi
In order to examine the factors that influence the enjoyment of chips experience paired with the introduction of sensory stimulus such as taste and sound, seven in-depth interviews were conducted thoroughly to uncover the core values linked with the potato chips consumption experience.
Dominantly, four out of seven participants consume chips once a month at home with the complementary consumption of pop or soft drinks. The group is also female and Asian dominant, at the age range of 19-23, most of whom would buy the chips for themselves. The participants were given chips to consume at the beginning of the experiment, resulting an average of general enjoyment of chips (before any other conditions) at the scale of 8 out of 10. After choosing their favorite brand of the chips, the average of enjoyment increases to 9. Yet, their likelihood to purchase in a month is only at 5/10. This reveals that the enjoyment of eating the chips does not necessarily translate to the purchase behavior. This can be a result of the barriers between the consumption and purchase decision including locations, price and health concerns. In terms of whether the organic version makes a difference on consumers’ perceived experience, the results show conflicting data where two participants rated as low as 0 for the enjoyment while one participant gave a 10. The average of enjoyment for organic chips is 6, which explicitly shows that the enjoyment decreases significantly when the concept of organic chips is introduced. Many participants made important comments that the word “organic” does not justify the unhealthy nature of the chips; rather it strays away from the consumers’ basic understanding and expectation of the chips. When examining the flavor effect, BBQ is the dominant favorite flavour. The level of enjoyment and likelihood to buy for flavour choice are consistent with the brand choice, averaging at 9 and 5 accordingly. With the two treatment groups that have additional sensory
Dominantly, four out of seven participants consume chips once a month at home with the complementary consumption of pop or soft drinks. The group is also female and Asian dominant, at the age range of 19-23, most of whom would buy the chips for themselves. The participants were given chips to consume at the beginning of the experiment, resulting an average of general enjoyment of chips (before any other conditions) at the scale of 8 out of 10. After choosing their favorite brand of the chips, the average of enjoyment increases to 9. Yet, their likelihood to purchase in a month is only at 5/10. This reveals that the enjoyment of eating the chips does not necessarily translate to the purchase behavior. This can be a result of the barriers between the consumption and purchase decision including locations, price and health concerns. In terms of whether the organic version makes a difference on consumers’ perceived experience, the results show conflicting data where two participants rated as low as 0 for the enjoyment while one participant gave a 10. The average of enjoyment for organic chips is 6, which explicitly shows that the enjoyment decreases significantly when the concept of organic chips is introduced. Many participants made important comments that the word “organic” does not justify the unhealthy nature of the chips; rather it strays away from the consumers’ basic understanding and expectation of the chips. When examining the flavor effect, BBQ is the dominant favorite flavour. The level of enjoyment and likelihood to buy for flavour choice are consistent with the brand choice, averaging at 9 and 5 accordingly. With the two treatment groups that have additional sensory