Participants were recruited from shopping malls and had to be between 13 and 20 years old. They also needed to have drunk at least six bottles of carbonated drinks within the past month to qualify for the research study. The sample consisted of 302 participants, 1 52 on the east coast and 1 50 on the west coast. To improve the accuracy of the study, the beverage sequence was changed so that each beverage was in a different position an equal number of times. First, respondents were asked to rate each beverage on a scale from O (“terrible”) to 100 (“excellent”) on a written questionnaire.
Second, respondents were asked to rate each beverage based on their intention to purchase t on a scale from 1 (definitely would not purchase) to 7 (definitely would purchase). Third, participants were asked to rate each beverage on 35 predetermined attributes using a 7-point scale. Findings: The result of the carbonated beverage study indicated that consumer preference is directly related to tasting sequence. On average, the first beverage was rated significantly higher than the subsequent beverages for overall acceptance, intention to purchase and product attributes.
We Will Write a Custom Essay Specifically
For You For Only $13.90/page!
In addition, there were no significant differences between the second, third and fourth beverages in terms of preference. Relevance: Marketers should be aware of the sequential sampling effects on consumer decision-making. When consumers have only a few alternatives (four or less) they are most likely to select the first option that is presented to them. Http://link. Springer. Com/content/PDF/10. 1007/ BF02723414. PDF#page-1 2. Order in Choice: Effects of Serial Position on Preferences Hypothesis: If participants sampled options knowing that they would be asked to make a choice, they would compare each new option with their current favorite.
Methodology: The study involved 142 participants recruited through an advertisement to participate in a wine study. The study was comprised of 54 men and 88 women between the ages of 19-75. Participants were told they would be randomly assigned to sample a collection of locally produced wines. Participants either sampled a set of two, three, four, or five “varieties” of wine. Although participants assumed they tasted different samples of one varietals, they actually sampled the same wine each time.
After sampling the wine, participants were asked, “Which ONE of ALL the wines that you have tasted today is your favorite? ” Finally, participants were asked to complete a short survey about their wine knowledge and mammography. Findings: The study revealed that in each set (two, three, four, or five Consumer Behavior Analysis – Effects of Sequence on Beer Preference By Glaringness wines) participants chose the first wine they tasted Additionally, participants with prior wine knowledge or expertise typically chose the last option when sampling four or five wines.
Relevance: Marketers can utilize this knowledge to influence consumer choice. By presenting the option they want the consumer to chose first (in a short sequence) you would increase the likelihood of the consumer choosing that option. When selling to a consumer with subject expertise, it’s better to put the option you want the consumer to chose last. Http://www. Secretaries. Org/search/view- conference-proceedings. Asps? Old=15028 3.
Consumer Evaluations and Decision Process when Engaging in a Sequential Sampling Scenario: Single Elimination Pair- wise Tournament Hypothesis: If consumers are asked to make a decision between two options they will chose the first option. However, if you exchange the unfavorable option for a new one, in longer sequences, the consumer will chose the later option. Methodology: The study involved 277 participants recruited through an advertisement to participate in a wine study.
The study was comprised of 70 men and 87 women between the ages of 19-64. Participants were asked to taste several differently locally produced wines all from one varietals. Each participant was randomly assigned to sample two, three, four or five wines in an isolated tasting booth. Each participant was given two samples, after trying both they were asked which one they preferred. Depending on the number of wines that participant was assigned to sample the process repeated. Each new wine was sampled against the previous favorite wine.