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transcript
BRAND MANAGEMENT
Blind Product testing & analysis
13 OKTOBER 2016
Hanze university of applied sciences
Potato chip testing
Lays Naturel Chips
Group 4:
Simon Schram 319988
Tien Vuong 363685
Dorien van der Hoek 310737
Ken Dorscher 321670
Kristaps Kokins 363960 Word count: 4073
1
Content
1. Introduction .................................................................................................................................... 2
2. Brand Selection ............................................................................................................................... 3
2.1 Product .......................................................................................................................................... 3
2.2 Brands ........................................................................................................................................... 3
2.3 Target market................................................................................................................................ 4
2.4 The sample size for the test group................................................................................................ 4
3. Questionnaire ................................................................................................................................. 5
4. Test preparation.............................................................................................................................. 6
4.1 Product coding .............................................................................................................................. 6
4.2 Preparation .................................................................................................................................... 7
4.3 Testing procedure .......................................................................................................................... 7
4.4 Testing procedure .......................................................................................................................... 8
5. Methodology ................................................................................................................................... 9
6. Analysis......................................................................................................................................... 10
6.1 Two sample test analysis ............................................................................................................ 10
6.1.1 Conclusion two paired tests ................................................................................................. 17
6.2 Chi-square testing ....................................................................................................................... 18
6.3 POP/POD ..................................................................................................................................... 21
7. Recommendations ........................................................................................................................ 22
8. Bibliografie .................................................................................................................................... 23
9. Appendix ....................................................................................................................................... 24
A. Questionnaire ........................................................................................................................... 24
B. A contestant during the open survey ....................................................................................... 31
C. Appendix 1 ................................................................................................................................ 32
D. Appendix 2 ................................................................................................................................ 34
2
1. Introduction
In today’s fierce competitive market, knowing the expenditure behavior of customers is
important for companies to make decisions on what to produce and what marketing
strategies are needed for the products. There are various factors that affect the customers’
preferences and evaluation of products such as the brand image, the product’s attributes
and the individual characteristics towards the product. Product’s attributes refer to
characteristics including size, color, functionality and other features which make the product
distinct from others and appealing in the market. Examples of such factors include the
individual characteristics such as personality, socio-economic level and the purpose of the
purchase. It is crucial to identify which factors companies should prioritize when deciding on
the overall strategy. That is the reason why many studies are carried out to find out whether
brand names have a significant impact on customers’ buying behavior.
For different products, methods and tools of studies vary and depend on the attributes of
the products. While some researches deal with physical aspects of the product like its
quality or durability, for food products, taste tests are used to determine to what extent a
brand influences customers’ decisions to purchase and to persuade potential customer
about the superiority of one product over another. Marketers and researchers often use
blind and open taste tests as effective tools in order to compare different characteristics of
products as well as to find out the effect of the brand names on consumer behavior.
This study examines the role of branding on customers’ buying behavior through blind and
open taste tests of chips. In the test, Lays is determined as a focused and main product and
three other products are chosen: Croky, Jumbo and Albert Hejin. The aim of the tests is to
see if the customers purchase either Lays chips or chips from others bands because of the
brand, and to get a significant insight on how Lays can improve its products, in particular,
the Lays Naturel product.
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2. Brand Selection
2.1 Product
The product chosen for the blind test is salted chips, the most general chips in the
Netherlands, called ‘Natural’. Therefore, it was necessary to find competing brand with salted
chips as a product. The analysis of the test result will be based on the difference between the
main brand Lay’s and the three competing brands. The three competing brands are Croky,
AH private label and Jumbo private label.
2.2 Brands
Lay’s is chosen as main brand, since it is international and all member of the intercultural
group were familiar with this brand. Also due to the fact that Lay’s (under Smith Food Group
BV) has a highest percentage of volume of brand shares (Appendix 1), therefore seen as the
leader according to the value of the shares. This table is about savoury snack, therefore might
not be completely valid. However, the majority of the sales of savoury snack are Nuts, Seeds
and Trail mixes, as well as Potato Chips (Appendix 1).
As second brand Croky chips is chosen. There are other brands (such as Chio) (Euromonitor,
2016) that are bigger competitors of Lay’s, however they do not offer the ‘natural’ salted
chips. Therefore, the decision was made to take Croky.
Based on some market research the decision was made to use two private labels of the biggest
grocery retailers in the Netherlands. Which are, according to Euromonitor (2016), Albert
Heijn (Royal Ahold NV) and Jumbo (Jumbo Supermarkten BV) (Appendix 2). The other
factor that influenced the decision to take these two grocery retailers is that they both sell the
other brands, Lay’s and Croky.
Product comparison
Product Weight per
package
Price per
package
Price per KG Price per 100
grams
Lay’s 225g €1.29 €5.73 €0.57
Croky 200g €0.99 €4.95 €0.50
AH private
label
200g €0.85 €4.25 €0.43
Jumbo private
label
200g €0.78 €3.90 €0.39
4
To keep the test most adequate similar products were chosen. Natural chips, normal, not
biologic. In the Tabel above prices have been calculated by 100 grams in order to display the
comparison in the most reliable way. The price rage of the products is €0.18 (€0.57-€0.39).
2.3 Target market
The specific target group of Lay’s chips is hard to discover. Based on this fact research has
been done to the commercials of Lay’s chips. The channel chosen is called: Lay’s Nederland,
due to the fact that the analysis is been done for the Dutch market. All age categories are
displayed in this commercials of Lay’s, however, young adults are used most often
(YouTube, 2016). Due to a lack of information on the target market of Lay’s, the decision is
made to use young adults for the test groups based on the research to the commercials.
2.4 The sample size for the test group
The test has been performed by 21 participants. The 21 participants include the five group
members; Ken Döscher, Dorien van der Hoek, Kristaps Kokins, Simon Schram, Tien Vuong.
The other 16 participants have been other students of the Hanze Univeristy of Applied
Sciences, young adults whom the majority was from Dutch Origin.
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3. Questionnaire
For the measurement of the potato chips a number of 5 variables were given to clarify the
quality of the product. Shape, Colour, Crispiness, Saltiness & greasiness are the variables
used to make a rating of the tested product. After these 5 variables the question was asked to
rate the overall taste of the product.
The questionnaire consist of 3 forms. Form 1, a general form to make sure the contestant fits
the selected target group. Form 2, used for blind testing and Form 3 for the open test. In the
open test, the products were named by their original name where in the blind test the products
were named in A, B, C or D in different orders.
The rating system in the questionnaire is created for the survey contestants to express how
much they liked or disliked a product. This rating system is developed to rate the products
from: 1 – to small/soft/bright/etc. to 10- to big/crispy/dark etc. this is a rating from 1 to 10
where 5 would be the perfect variable for the product.
The full questionnaire is to be found in the appendix of this report.
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4. Test preparation
The blind and the open taste test are conducted with four brands of salted chips, called
Naturel in the Netherlands.
Lays Naturel Croky Naturel
Jumbo’s Chips Krokant Naturel Albert Heijn’s Krokante Naturel Chips
4.1 Product coding
For the blind taste test, in order to avoid any bias, it is important to remove all the brands
related packaging by preparing four bowls of chips from each brand which are coded as A, B,
C, D for Lays Natural, Croky Natural, Jumbo’s Chips Krokant Naturel and Albert Heijn’s
Krokante Naturel Chips correspondingly. All bowls of chips are fully filled and the crumbs
are eliminated. Each participant then receives one set of four bowls of chips now under A, B,
C, D code, one blind taste test questionnaire and two cups of yogurt and water.
For the open taste test, four other bowls of chips, with the exact names of the brands on it, are
given to each participant.
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4.2 Preparation
The preparation consists of:
- Naturel Chips of 4 brands: Lays, Croky, Albert Heijn, Jumbo.
- Plain yogurt and water for neutralizing the taste. Plain yogurt and water are chosen as
the best for eliminating the salty taste of chips remaining in the mouth. Because it is
proved that the sourness and creaminess of yogurt can reduce the saltiness both in the
mouth and in the intestine. (Shenker, 2015)
- Disposable bowls containing the chips for the purpose of removing labels or any
packaging that can be associated directly to any brand, are attached A, B, C, D codes
in order to get an unbiased result.
- Small cups for yogurt and water during the test. All the bowls and cups are in the
same white colour and the same disposable plastic materials.
- Three forms of surveys, one asking for general information, the second for the blind
taste test and the third for the open taste test.
- Some pens and hand tissues.
4.3 Testing procedure
For the group
As all group members are required to do the test, two other students, Yetkin Tanriverdi and
Vassilios Assimacopoulos are asked to help for the execution of the test. The testing
procedure is explained carefully to them and by coding the products themselves, they are the
only one who know which bowls of chips belong to what brands. After that, 16 other people
are asked to participate in the test.
For Participants
The test takes maximum around 10 to 15 minutes for one person. 16 participants are divided
into 4 groups of 4 and one group does the test at one. The test is started at 4pm. The blind
taste test is taken place in one room separately next to the other room which is used for the
open taste test. Two rooms are at the same room temperature, decoration and easily
accessible.
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4.4 Testing procedure
First of all, the questionnaires are handed out to every participant. Every participant is
instructed carefully the testing procedure so that they can do on their own at the same time.
The scales used in the questionnaires are called Just About Right (JAR) scales. It evaluates
the appropriateness of the specific attributes at levels ranging from “too high” to “too low”
and the ideal midpoint is defined as “just about right” (Rothman & Parker, 2009).
The testing procedure is carried out as follow:
1. Let the participant drink a little of water or yogurt to take out whatever taste left in
his/her mouth that could interfere with the tasting process.
� The participant tastes the first test product
� Then they fill in the questionnaire for the first product.
2. Let the participant drink a little water or yogurt again to get rid of the remaining taste
coming from the first product tested.
� Let the participant taste the second test product.
� Then they can fill in the questionnaire for the second product.
And so on.
In the open taste test, the participants are required to move to the next room with their
questionnaire and their cups of yogurt or water. In this room, four full and unsealed bags of
chips are displayed for observation. However, chips are still served in the white bowls with
the proper name of the brands on it instead of with the code. Therefore, the participants know
which brands of chips are they tasting.
The tasting procedure is the same as for the blind taste test.
Note: The participants do not have to taste the A product as the first one, as long as they fill
in the questionnaire correctly. All the participants are not allowed to talk to each other for the
purpose of getting the unbiased results.
Finally, all the questionnaires are collected for analysing the results.
9
5. Methodology
To ensure the validity and reliability of the conducted test or further research, this test has
been organized in a certain context to make sure a future test will provide the same
information.
The 4 brands tested in this research, Lays, Croky, AH Krokante chips & Jumbo Krokant in a
Natural flavour. All sample bags for this test are in the range between 200 and 250 grams and
served at room temperature 18/22 degrees Celsius between 15:00 and 17:00 hours underneath
daylight in combination with fluorescent lighting.
The test was conducted in 2 closed rooms (4x4m) next to each other. Room 1 was only for
the blind testing and the second room for the open test. Inside room 1 (Blind test) each person
had 4 labelled bowls (A, B, C & D) filled with chips were visible. The selected brands were
to be divided over the different letters in a sample size of 20 grams and were to be refilled
after every group round to make sure every test conductor has the same test sample size.
The test was conducted by +-4 persons at the same time every test round. The test persons all
tried the cups filled with chips in a different order and continued until all 4 blind test were
concluded.
To ensure every contestant of the survey had an urge to eat, only small sample sizes were
handed per group of 4. These were to be examined by the group and rated in a personal
matter. To make the taste of the salty potato chips unaffected during the rest of the survey
small amounts of yoghurt were given to each contestant to neutralize the flavour. (Shenker,
2015)
In the open test room (Room2) the same test was conducted, different then the blind testing,
in this room the potato chip’s bags we’re visible and the bowls were labelled with the brand
names
In room 2 the open test was conducted in the same conditions as room 1. In room 2 also 4
bowl per person of chips were standing on a table. These bowls filled with 20grams of chips
were labelled with the product name. Next to the product samples in the bowls the bags were
visible on the table so the testers could see the bag and rate the appeal of the bags.
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For further research a more data would give a more significant outcome between open –and
blind testing results and how brand perception is affecting taste perception. A bigger sample
size for the survey contestants would also help rate the colour and flavour of the chips better
as it gives a bigger amount of chips. The survey results show a big inconsistency in the shape
of the chips. This meaning the question was not clear or the sample sizes were to different
from each other.
6. Analysis
For the analysis of the survey results considering blind –and open testing. The results were
measured in a 2-sampled test and in a Chi-square test. In this 2-sampled test a comparison has
been done between the blind and open testing and will show a possible difference in
perception when seeing the brand.
6.1 Two sample test analysis
The following graphs will show the results of the open and blind testing. The graphs in blue
show the results of the blind test and the ones in orange show the result of the open test.
Note: the questionnaire is rated 1 to 10 with 1 being too little and 10 being too much. The
closer to 5 the better the score is for the variable.
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1.1 Shape
The scale goes from 1 to 10, where 1 means “too small”, 10 means “too big” and 5 stands for
the perfect size. This means, the closer a brand is to 5, the better. You can see here that the
Jumbo brand won the blind test while Lay’s won the open test, but Croky was also really
close to 5.
1 2 3 4 5 6 7 8 9 10
Lays
Croky
AH
Jumbo
Shape
1 2 3 4 5 6 7 8 9 10
Lays
Croky
AH
Jumbo
ShapeOpen
Blind
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1.2 Color
When asking about the color of the chips the 5 also represents “just perfect”. 1 means “too
bright” and 10 “too dark” One can see that here as well the results vary a little bit between the
blind and the open test, Croky won the blind test and Jumbo the open test
1 2 3 4 5 6 7 8 9 10
Lays
Croky
AH
Jumbo
ColorBlind
1 2 3 4 5 6 7 8 9 10
Lays
Croky
AH
Jumbo
ColorOpen
13
1.3 Crispiness
The 1 here represents “too soft” while the 10 represents “too crispy”. Again, the one closest
to 5 is the best. At the blind test Croky was quite close to 5, beside AH. At the open test the
Lays were the one closest to 5, while Jumbo was the one which was the furthest from 5 in
both categories.
1 2 3 4 5 6 7 8 9 10
Lays
Croky
AH
Jumbo
CrispinessBlind
1 2 3 4 5 6 7 8 9 10
Lays
Croky
AH
Jumbo
CrispinessOpen
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1.4 Saltiness
The 1 here means “not salty at all” while the 10 means “too salty”. 5 again is the best rating.
At the blind test the best rated brand is Albert Heijn, followed by Croky. Lay’s is the worst
rated. At the open test Lays is the best rated, but AH and Croky were also really close to 5.
1 2 3 4 5 6 7 8 9 10
Lays
Croky
AH
Jumbo
SaltinessBlind
1 2 3 4 5 6 7 8 9 10
Lays
Croky
AH
Jumbo
SaltinessOpen
15
1.5 Greasiness
Here, the 1 means “not greasy at all”, the 10 means “too greasy”. Lay’s won this category at
the blind test, because they are the one closest to 5. They also were best rated on the open test
in this category.
1 2 3 4 5 6 7 8 9 10
Lays
Croky
AH
Jumbo
GreasinessBlind
1 2 3 4 5 6 7 8 9 10
Lays
Croky
AH
Jumbo
GreasinessOpen
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1.6 Overall taste
This category is probably the most important one. Here the one with the highest rating (10 =
Love it, 1 = Hate it) is the best one. At the blind test the best rated brand was Jumbo,
followed by, Lay’s, Croky and AH. At the open test the best rated one was Lays, followd by
Croky on the second place and Albert Heijn and Jumbo as number three and four.
1 2 3 4 5 6 7 8 9 10
Lays
Croky
AH
Jumbo
Overall tasteBlind
1 2 3 4 5 6 7 8 9 10
Lays
Croky
AH
Jumbo
Overall tasteOpen
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1.7 Design of the bag
At the open test, the test persons were also asked about the design of the bags. Here again, the
highest one is the best rating. Lays won this battle, followed by Albert Heijn, Croky and
Jumbo
6.1.1 Conclusion two paired tests
You can see a significant deferent between the blind and the open test. At the blind test
Croky and Albert Heijn both won two out of six categories, Albert Heijn also won the
important the “overall taste” category. The selected number one brand, Lays only won one
single category, the “greasiness” one. On the contrary Lay’s won six out of seven categories
at the open test, including the “overall taste” one. Here, Albert Heijn and Croky did not win
one single the category. It is clearly visible that the brand of Lay´s has an influence on the
opinion of the test contestants.
All data used to analyze the two-paired test can be found in the appendix.
1 2 3 4 5 6 7 8 9 10
Lays
Croky
AH
Jumbo
Design of the bagOpen
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6.2 Chi-square testing
Chi-Square test shows a significance in blind testing between certain categorized questions
and the overall taste perception of the test conductors. The variables Crispiness, Saltiness
and greasiness seem to have an effect in the overall taste perception. Where colour and shape
don’t influence taste perception in blind tasting.
In open testing the same results show, however there is no significance between saltiness and
overall taste. So in potato chips, colour and shape might be more appealing for the consumer.
It does not affect the overall taste perception.
The numbers show significance between: greasiness and crispiness where saltiness just barely
got underneath the .045 mark making it valid and significant and only accrued in one brand.
However there is significance this aspect in taste perception deserves more research.
The numbers show the significance in Pearsonn Chi-Square testing all underneath stated
tables are below the .05 mark making them significant. Other comparisons between questions
did not show any reliance and were not significant in Chi-Square testing.
Blind. Saltiness and taste (Croky)
Chi-Square Tests
Value f
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 58,740a 42 ,045
Likelihood Ratio 39,666 42 ,574
Linear-by-Linear Association 2,335 1 ,126
N of Valid Cases 21
a. 56 cells (100,0%) have expected count less than 5. The minimum
expected count is ,05.
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Blind. Crispiness and taste (lays)
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 70,496a 36 ,001
Likelihood Ratio 39,321 36 ,323
Linear-by-Linear Association 3,827 1 ,050
N of Valid Cases 21
a. 49 cells (100,0%) have expected count less than 5. The minimum
expected count is ,05.
Blind. Crispiness and taste (Jumbo)
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 67,375a 48 ,034
Likelihood Ratio 40,506 48 ,770
Linear-by-Linear Association ,535 1 ,465
N of Valid Cases 21
a. 63 cells (100,0%) have expected count less than 5. The minimum
expected count is ,05.
Blind. Greasiness and taste (Lays)
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 53,597a 30 ,005
Likelihood Ratio 34,858 30 ,248
Linear-by-Linear Association ,043 1 ,835
N of Valid Cases 21
a. 42 cells (100,0%) have expected count less than 5. The minimum
expected count is ,05.
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Open. Crispiness and taste (Lays)
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 48,271a 30 ,019
Likelihood Ratio 35,135 30 ,238
Linear-by-Linear Association 4,932 1 ,026
N of Valid Cases 21
a. 42 cells (100,0%) have expected count less than 5. The minimum
expected count is ,05.
Open. Greasiness and taste (Croky)
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 39,850a 25 ,030
Likelihood Ratio 30,440 25 ,208
Linear-by-Linear Association ,063 1 ,801
N of Valid Cases 21
a. 36 cells (100,0%) have expected count less than 5. The minimum
expected count is ,05.
Open. Greasiness and taste (Jumbo)
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 56,408a 30 ,002
Likelihood Ratio 31,316 30 ,400
Linear-by-Linear Association 1,418 1 ,234
N of Valid Cases 21
a. 42 cells (100,0%) have expected count less than 5. The minimum
expected count is ,05.
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6.3 POP/POD
Points of Parity (POPs) are associations that may be shared with other brands. These types of
associations come in two forms: category points of parity and competitive points of parity.
Points of Difference (PODs) are strong, favorable and unique associations for a brand. They
may be based on almost any type of attribute or benefit association.
POD and POP analysis
1 – Friends, party – Lay’s products are for outgoing and attractive people us ad show
2 – TV - Lay’s is an official sponsor of Champions League
3 – Movies – Lay’s chips sold in most cinemas
4 – Lay’s distinguishes itself among others
Advertisement of Lay’s show that this product is for outgoing and attractive people, so no
Lay’s no party. Also, Lay’s is an official sponsor of Champions League (Pepsico, 2015)
that’s why it is not possible to watch a game without Lay’s chips according to their
advertisement (Pepsico, 2015) One of the best free time activity is movie time and most of
cinema sold Lay’s chips. Lay’s distinguishes itself among others brands (Fritolay, 2015)
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7. Recommendations
The meaning of the results of this test for each one of the four brands is clearly that the brand
image is really important. Lay´s can sell more and ask for a higher price just because of the
image they already have. The low price brands, especially the ones from Albert Heijn and
Jumbo probably also have to deal with the image of being a cheap, low quality brand. From a
brand building prospective Lay´s does everything right, they are not really making the best
tasting chips as you can see at the blind test, but as the open test shows their image of making
good chips is so strong that it strongly influences the opinion of the consumers.
How could brands like Albert Heijn, Jumbo and Croky get rid of this image and have a better
one in the mind of the consumers?
Albert Heijn and Croky are doing a good job with the tasting of their chips, as they won the
blind test, so they really do not need to change much about their actual products. Jumbo could
try to increase the taste as a starting. Jumbo and Croky could start with changing their bags,
because they scored pretty bad at this category and the bag of the chips is the first thing a
customer sees at the supermarket. Albert Heijn scored pretty high here as well, although of
having a cheap image. A specific recommendation for Jumbo and Croky would be to firstly
change the packaging. For Jumbo, another specific recommendation would also be to change
the taste, e.g. adjust the saltiness and the crispiness as they scored quite bad in those
categories. The changes in these categories would also be very measurable e.g. with another
new blind taste test. They also would be really realistic; it would not be a huge impossible
effort for them to make a change there. But they would need to spend some time on it, it is
nothing which is changeable within a few days. They need to develop new ideas and product
concept (new design, taste adjustment) and especially it will need time for the consumer to
notice these changes and to get used to it.
All in all it is quite different to change the whole image of a brand. It is a process which
needs time and some effort and visible changes for the consumer. On the other hand, Lay´s is
doing a good job but they could also try to reach better results in a blind test, so they could
also try to adjust their tasting a little bit. If the other brands manages to get stronger and also
manages to change the image they have, they could become quite a competitor for Lay´s.
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8. Bibliografie
Fritolay, 2015. Lays Product differentation. [Online]
Available at: http://www.fritolay.com/snacks/product-page/lays/lays-classic-potato-chips
[Geopend 13 oktober 2016].
Pepsico, 2015. PepsiCo scores the UEFA Champions League. [Online]
Available at: http://www.pepsico.co.uk/live/story/pepsico-scores-the-uefa-champions-league
[Geopend 13 oktober 2016].
Pepsico, 2015. Youtube. [Online]
Available at: https://www.youtube.com/watch?v=NMXJhgORze4
[Geopend 13 oktober 2016].
Rothman, L. & Parker, M. J., 2009. Just-about-right (JAR) scales: design, usage, benefits, and risks.
sl:ASTM International.
Shenker, M., 2015. Livestrong.com. Can You Lower Sodium With Yogurt?. [Online]
Available at: http://www.livestrong.com/article/418000-how-to-lower-sodium-with-yogurt/
[Geopend 12 October 2016].
Portal.euromonitor.com. (2016). Euromonitor International - Log in. [online] Available at:
http://www.portal.euromonitor.com/portal/analysis/related [Accessed 8 Oct. 2016].
Portal.euromonitor.com. (2016). Euromonitor International - Log in. [online] Available at:
http://www.portal.euromonitor.com/portal/analysis/tab [Accessed 8 Oct. 2016].
Lays.nl. (2016). Over Lay's - Lay's. [online] Available at: https://www.lays.nl/over-lays [Accessed 8
Oct. 2016].
YouTube. (2016). Lay's Nederland. [online] Available at:
https://www.youtube.com/user/laysnederland/videos [Accessed 8 Oct. 2016].
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9. Appendix
A. Questionnaire
Survey Blind and Open test – Chips
Participant: _______________________________
General questions
What is your age?
_______________
What is your gender?
o Male
o Female
How often do you eat chips?
o Daily
o Once a week
o More than once a week
o Once a month
o Twice a month
o More than twice a month
o Other
o Never
What is your favorite brand of chips?
o Lay’s
o Crocky
o AH Private Label
o Jumbo Private Label
o Other, namely: ___________________________
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Survey chips – Blind test
Please rate the following topics regarding chips, on how appealing they are to you.
Where 5 is just right/perfect for the first 5 topics.
Chips: A B C D
1. Shape
Too small Too big
1 2 3 4 5 6 7 8 9 10
2. Color
Too bright Too dark
1 2 3 4 5 6 7 8 9 10
3. Crispiness
Too soft Too crispy
1 2 3 4 5 6 7 8 9 10
4. Saltiness
Not salty at all Too salty
1 2 3 4 5 6 7 8 9 10
5. Greasiness
Not greasy at all Too greasy
1 2 3 4 5 6 7 8 9 10
Overall taste
Hate it Love it
1 2 3 4 5 6 7 8 9 10
Which brand do you think you tasted? - Lay’s - Crocky - Albert Heijn PL - Jumbo PL
Comments?
Chips: A B C D
1. Shape
Too small Too big
1 2 3 4 5 6 7 8 9 10
2. Color
Too bright Too dark
26
1 2 3 4 5 6 7 8 9 10
3. Crispiness
Too soft Too crispy
1 2 3 4 5 6 7 8 9 10
4. Saltiness
Not salty at all Too salty
1 2 3 4 5 6 7 8 9 10
5. Greasiness
Not greasy at all Too greasy
1 2 3 4 5 6 7 8 9 10
Overall taste
Hate it Love it
1 2 3 4 5 6 7 8 9 10
Which brand do you think you tasted? - Lay’s - Crocky - Albert Heijn PL - Jumbo PL
Comments?
Chips: A B C D
1. Shape
Too small Too big
1 2 3 4 5 6 7 8 9 10
2. Color
Too bright Too dark
1 2 3 4 5 6 7 8 9 10
3. Crispiness
Too soft Too crispy
1 2 3 4 5 6 7 8 9 10
4. Saltiness
Not salty at all Too salty
1 2 3 4 5 6 7 8 9 10
5. Greasiness
Not greasy at all Too greasy
1 2 3 4 5 6 7 8 9 10
Overall taste
Hate it Love it
1 2 3 4 5 6 7 8 9 10
27
Which brand do you think you tasted? - Lay’s - Crocky - Albert Heijn PL - Jumbo PL
Comments?
Chips: A B C D
1. Shape
Too small Too big
1 2 3 4 5 6 7 8 9 10
2. Color
Too bright Too dark
1 2 3 4 5 6 7 8 9 10
3. Crispiness
Too soft Too crispy
1 2 3 4 5 6 7 8 9 10
4. Saltiness
Not salty at all Too salty
1 2 3 4 5 6 7 8 9 10
5. Greasiness
Not greasy at all Too greasy
1 2 3 4 5 6 7 8 9 10
Overall taste
Hate it Love it
1 2 3 4 5 6 7 8 9 10
Which brand do you think you tasted? - Lay’s - Crocky - Albert Heijn PL - Jumbo PL
Comments?
28
Survey chips – Open test
Please rate the following topics regarding chips, on how appealing they are to you.
Where 5 is just right/perfect for the first 5 topics.
Chips: Lay’s - Crocky - Albert Heijn PL - Jumbo PL
1. Shape
Too small Too big
1 2 3 4 5 6 7 8 9 10
2. Color
Too bright Too dark
1 2 3 4 5 6 7 8 9 10
3. Crispiness
Too soft Too crispy
1 2 3 4 5 6 7 8 9 10
4. Saltiness
Not salty at all Too salty
1 2 3 4 5 6 7 8 9 10
5. Greasiness
Not greasy at all Too greasy
1 2 3 4 5 6 7 8 9 10
Overall taste
Hate it Love it
1 2 3 4 5 6 7 8 9 10
Design of the bag of chips
Hate it Love it
1 2 3 4 5 6 7 8 9 10
Comments?
Chips: Lay’s - Crocky - Albert Heijn PL - Jumbo PL
1. Shape
Too small Too big
1 2 3 4 5 6 7 8 9 10
2. Color
Too bright Too dark
29
1 2 3 4 5 6 7 8 9 10
3. Crispiness
Too soft Too crispy
1 2 3 4 5 6 7 8 9 10
4. Saltiness
Not salty at all Too salty
1 2 3 4 5 6 7 8 9 10
5. Greasiness
Not greasy at all Too greasy
1 2 3 4 5 6 7 8 9 10
Overall taste
Hate it Love it
1 2 3 4 5 6 7 8 9 10
Design of the bag of chips
Hate it Love it
1 2 3 4 5 6 7 8 9 10
Comments?
Chips: Lay’s - Crocky - Albert Heijn PL - Jumbo PL
1. Shape
Too small Too big
1 2 3 4 5 6 7 8 9 10
2. Color
Too bright Too dark
1 2 3 4 5 6 7 8 9 10
3. Crispiness
Too soft Too crispy
1 2 3 4 5 6 7 8 9 10
4. Saltiness
Not salty at all Too salty
1 2 3 4 5 6 7 8 9 10
5. Greasiness
Not greasy at all Too greasy
1 2 3 4 5 6 7 8 9 10
Overall taste
Hate it Love it
30
1 2 3 4 5 6 7 8 9 10
Design of the bag of chips
Hate it Love it
1 2 3 4 5 6 7 8 9 10
Comments?
Chips: Lay’s - Crocky - Albert Heijn PL - Jumbo PL
1. Shape
Too small Too big
1 2 3 4 5 6 7 8 9 10
2. Color
Too bright Too dark
1 2 3 4 5 6 7 8 9 10
3. Crispiness
Too soft Too crispy
1 2 3 4 5 6 7 8 9 10
4. Saltiness
Not salty at all Too salty
1 2 3 4 5 6 7 8 9 10
5. Greasiness
Not greasy at all Too greasy
1 2 3 4 5 6 7 8 9 10
Overall taste
Hate it Love it
1 2 3 4 5 6 7 8 9 10
Design of the bag of chips
Hate it Love it
1 2 3 4 5 6 7 8 9 10
Comments?
31
B. A contestant during the open survey
C.
32
C. Appendix 1
Savoury Snacks in the Netherlands
Category Briefing | 11 Jul 2016
http://www.portal.euromonitor.com/portal/analysis/related
33
34
D. Appendix 2
Grocery Retailers in the Netherlands
Category Briefing | 18 Mar 2016
http://www.portal.euromonitor.com/portal/analysis/tab