Final report BRD -...

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.

3

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.

5

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.

6

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.

7

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.

8

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.

10

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.

11

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

12

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

14

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

16

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

17

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

18

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.

19

Blind. Crispiness and taste (lays)

Chi-Square Tests

Value df

Asymptotic

Significance (2-

sided)




N of Valid Cases 21



Blind. Crispiness and taste (Jumbo)

Chi-Square Tests

Value df

Asymptotic

Significance (2-

sided)



Linear-by-Linear Association ,535 1 ,465

N of Valid Cases 21



Blind. Greasiness and taste (Lays)

Chi-Square Tests

Value df

Asymptotic

Significance (2-

sided)




N of Valid Cases 21



20

Open. Crispiness and taste (Lays)

Chi-Square Tests

Value df

Asymptotic

Significance (2-

sided)




N of Valid Cases 21



Open. Greasiness and taste (Croky)

Chi-Square Tests

Value df

Asymptotic

Significance (2-

sided)




N of Valid Cases 21



Open. Greasiness and taste (Jumbo)

Chi-Square Tests

Value df

Asymptotic

Significance (2-

sided)




N of Valid Cases 21



21

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)

22

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.

23

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


Pepsico, 2015. Youtube. [Online]

Available at: https://www.youtube.com/watch?v=NMXJhgORze4


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].

24

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: ___________________________

25

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


1 2 3 4 5 6 7 8 9 10

5. Greasiness


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


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


1 2 3 4 5 6 7 8 9 10

5. Greasiness


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


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


1 2 3 4 5 6 7 8 9 10

5. Greasiness


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


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


1 2 3 4 5 6 7 8 9 10

5. Greasiness


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?


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


1 2 3 4 5 6 7 8 9 10

5. Greasiness


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


Hate it Love it

1 2 3 4 5 6 7 8 9 10

Comments?


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


1 2 3 4 5 6 7 8 9 10

5. Greasiness


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


Hate it Love it

1 2 3 4 5 6 7 8 9 10

Comments?


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


1 2 3 4 5 6 7 8 9 10

5. Greasiness


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


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

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