Lahore School of Economics

Marketing Management

Taste Test

Winter Semester 2022

Table of contents

Taste Test 4
Product Category 4
Competing Brands 4
Selection of brands 4
Methodology (Developing a Questionnaire) 5
Preparation of the test material 5
Sample Size 5
Target Market and Consumer Profile 6
Execution 6
Data Analysis (Findings) 6
Appendix 9
Taste Test

Product Category: Cookie

Competing Brands: Chocolate Chips by Bisconni and Chocolicious by Peek Freans.

Selection of brands: So the selection of competing brands was done on the basis of the
similarity between Chocolate chip and Chocolicious. As both come under the category of
cookies. Both are similar in taste and shape.
Methodology (Developing a Questionnaire)

The method we chose for conducting our taste test was questionnaires. Questionnaires are
quantitative techniques used to conduct research. For our research questionnaire survey was the
best technique as it is easy to conduct and helps in quantifying data with close-ended fixed
responses. In order to conduct the research we developed the questionnaires. For that, all the
group members brainstormed and suggested relevant questions regarding the product's taste as
we had to stick to taste only. Then a questionnaire was created in the shape of a form, this acted
as an online survey, created via Google Docs. The respondents had to fill in around fourteen
questions excluding name, gender, etc. We got some questionnaires filled out on spot and some
were filled out through WhatsApp. The sample size for our research was 35 as it was easily
accessible for us to reach 35 people and get a survey done. Moreover, it also helps in increasing
reliability and generalization. The target market was the students of LSE of the age group below
or above twenty. Random sampling was done to avoid biases. The responses were kept
anonymous due to which there was no issue of confidentiality. The questionnaire is attached in
the appendix.

Preparation of the test material

We conducted this test on 14th November 2022 on the premises of the Lahore School of
Economics. The candidates were assigned cookies with Alphabets A(chocolate chips) and
B(chocolicious). The cookies were put into plastic boxes with labels on them. One chocolicious
and one chocolate chip cookie has been tasted by the participants. As the candidates did not
know which plastic box had which brand of cookie it was unbiased testing by the participants.

Sample Size

The sample size we took for this research was 35. It is the optimum sample size according to the
time and resources. It also helped us to get better insights into both of the products. The tasting
was value to money because we got enough feedback at less cost.
Target Market and Consumer Profile

The sample size taken for our survey was based on the following:

Age: 19-24

Gender: Both male and female

SEC: A and B1

So all young adults of age 18--24 who belong to SEC A and B.

Our target audience was 18-24 years of LSE students. The kids cannot judge and differentiate
between the taste of Cookies. They cannot make decisions easily. Our selected age group was
easily accessible in the university and they gave the right and fair opinions.

It was the best size for the sample according to the available time and resources. Moreover, it
also helped us gain insight into both cookies. Mostly what people stated after testing the cookies
was that chocolicious tasted better than chocolate chip cookies. It was also valuable for the
amount spent on the taste test as we got to know the views of many individuals in a very short
time.

Execution

We offered biscuits to the audiences separately and asked them to fill out the survey form.
Data Analysis (Findings)

● 57.1% of respondents used to have cookies occasionally

● Around 72% of people preferred Chocolate chip cookie by Bisconni and the rest 29%
preferred ChocoLicious by Peek Freans
● Majority of the respondent's opinion of the taste of both cookies was more or less similar
as around 60% of respondents stated both products A and B as sweet
● Majority (43%) rated product A (Chocolate chip) as the most preferred cookie
● 77% of respondents were able to spot the difference between the two cookies
● Most of the respondents were correct in guessing the product after tasting
● 65.7% said that product A (Chocolate chip) had more chocolate chips.
● Majority of people suggested that product A (Chocolate chip) can be improved by
making it softer and improving the quality, and taste
● For product B (ChocoLicious) majority said that the company should add more chocolate
chips to add value to the taste

Recommendations

● Overall the Chocolate Chip (OUR) brand by Bisconni is doing good when it
comes to its taste. But further, they can improve by making the cookies softer.
● Chocolate Chip can improve its marketing campaign by just focusing on the taste
of the product in the advertisement.
● ChocoLicious by Peek Freans needs a little more improvement as after the survey
we got to know that many people didn’t like the cookie much compared to its
competing brand. So ChocoLicious can be improved by adding more chocolate
chips, taste, and a soft texture to the cookie.
Appendix

Questionnaire

What is your Name

What is your Age?

● 18-20
● 21-23
● 24-26
● Other

In which year of University?

● Freshman
● Junior
● Senior

What is your Gender?

● Female

● Male

● Prefer not to say

1. Do you eat cookies on a daily basis?

● Yes
● No
2. How often do you eat cookies?
 ● Daily
● Weekly
● Occasionally
● Never
● Often

3. Which brand of Cookies do you Prefer?

● Chocolate Chip Cookies

● Choco Licious

4. What were your opinions about the product A you have tasted?

● Sweet
● Slightly Sweet
● Normal
5. What were your opinions about the product B you have tasted?

● Sweet
● Slightly Sweet
● Normal
6. On a Scale of 5, how many ratings do you give to product A?

Least Preferred
1
2
3
4
5
Most Preferred
7. On a Scale of 5, how many ratings do you give to product B?

Least Preferred
1
2
3
4
5
Most Preferred

8. Were you able to spot the difference between products A and B?

● Yes
● No
● Maybe

9. According to you, what was Product A?

● Chocolate Chip
● Choco Licious

10. According to you, what was Product B?

● Chocolate Chip
● Choco Licious
11. Which Cookie had a greater number of Chocolate Chips?

● Product A
● Product B
12. What can be done to improve Choco Licious cookie?

13. What can be done to improve Chocolate chip cookie?

 Responses

What can be done to improve Chocolate chip What can be done to improve Choco Licious
cookie? cookie?

Packaging More flavour should be added

More flavour N/A

Taste sweetness More choco chips

No change required Change the sweetner

- -

Make it less crunchy Improve size

Quality and softness of the cookie Nothing

More chocolate chips Improve quality

More chocolate _

Not sure Already too good!

more chocolate chips no change

Make it creamy Less sweet

Increase gooeyness Too stale

Make it less crunchy It was fine as it is

Make it softer Add more choco chips

No change required Change the sweetner

Maybe a bit more crunchy Could be made more soft

Nothing More chips

Introduce it in smaller SKU's promote it more

Packaging Taste

Add more chocolate chips Add more chocolate

 Slightly sweet Chewy texture

Make it more gooey Make it more fresh

Liquid chocolate inside Dipped in chocolate

If you make it less sweet, it might become the

Include more chocolate chips fan-favorite.

Reduce sweetness Reduce sweetness

Better quality of chocolate chips Less sweetned

add more chocolate improve crisp

Little less sweeter More chocolate chips

More chips Infinite chips, big cookies

Nothing More milk

It is already good no need to change Add more chocolate chips to it

Nothing Taste

Taste No need
We are attaching the pictures as evidence.
I