The influence of brands and prices on taste: a conjoint case study

S. Henneberg

ASAP GmbH, Germany

 sven.hennebergasapmunich.com

A successful medical over the counter (otc) product, like any other food product, can be described as a product that has a high repurchase rate. To increase the repurchase rate, the focus should not only be on the taste itself (intrinsic factor), but also on marketing mix elements like price, brand etc. (extrinsic factor). We believe that looking at both the intrinsic and extrinsic factors together is the best way to optimise a product.

In a case study on calcium fizzy tablets we indicate a possible way to find the product that is liked most by the consumers. Furthermore, we show how to get information about extrinsic factors that can influence the buying decision at the point of sale.

Additionally to a sensoric optimisation we therefore evaluated extrinsic product attributes like price, brand and channel of distribution in interaction to the product itself by means of a discrete choice experiment.

As a result, we show the impact of the chosen marketing mix elements on the buying decision and we identify opportunities in the market. All this together, with the sensoric product optimisation of the taste, results in the ‘ideal’ calcium fizzy tablet.

Key words: repurchase, price, discrete choice, otc products, calcium fizzy tablets