Considerations on market research in the field of household detergents
Those who follow my thoughts on these columns may remember that I have repeatedly made reference to the value of market research for the producers of mass consumers PRODUCTS.
There is a reason for using capital letters: what is put on the market is not just a chemical formula (a product, non-capital letters): it is a combination of different components that result in a positive perception by an end-user leading to the purchase of a PRODUCT displayed on the shelfs.
A PRODUCT includes:
- The product, i.e. a combination of chemicals that, in laboratory tests and from consumer’s feedback appears to provide the benefits announced in the advertising claims
- The brand name: often a brand name is associated to a highly positive image, e.g. cleanliness, mildness, economy
- The advertising campaigns that focus on the brand image
- The package: color, shape, volume, usage instruction a ... ...