The Effects of Sampling on Brand Perception A Multidimensional Scaling Approach

THOMAS, VULSMA (2015) The Effects of Sampling on Brand Perception A Multidimensional Scaling Approach. In: International Conference on Advances in Economics, Social Science and Human Behaviour Study - ESSHBS 2015, 21 - 22 February 2015, Hotel Lebua at State Tower.

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Abstract

In this article, the authors examine the power of sampling in changing brand perception towards food products. A total of 73 participants rated their perceived similarities of 10 popular chocolate brands, of which 30 participants tasted a sample of the brand Ritter Sport. A perceptual map was created from the aggregate ratings of each group, which showed no relevant differences between the control group and the treatment group, an independent samples t-test proved lack of significant difference.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: sampling, brand perception, in-store promotions, multidimensional scaling, difference ratings
Depositing User: Mr. John Steve
Date Deposited: 09 May 2019 11:02
Last Modified: 09 May 2019 11:02
URI: http://publications.theired.org/id/eprint/2045

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