MBA Distance education learning / Concept development and testing

Concept development and testing

1. The New Product Ideas are changed into Alternative Product Concepts.

2. The New Product Concepts are tested with target customers

3. The concept that has the strongest appeal to target customers is chosen.

Concept testing

Concept testing is used to evaluate a new-product idea, before any product or prototype has been created.

The uses of concept testing

* it provides parameter for “Trial” in the A.T.A.R. model

* The concept testing helps to know if the new product concept is acceptable to the consumer so that it could be taken for developmental process.

* it tests the product concept.

* Concept testing identifies if the product is liked by the target market.

* It is used for revision and improvement of existing products.

Concept Statement

It is the written or/and pictorial description of product or new product idea offered to the consumers for their response.

Classification of concept testing.

1. Factual: the facts about a product idea is presented to the consumer with the only purpose of knowing their Response

2. Persuasive: The intension is to influence the purchase decision of the consumer. The consumer is presented with verbal and pictorial description of product offering.

Test Design

Types of test design

1. Monadic Test: in this test one respondent is asked to give response on only one concept. If more concepts are to be tested more respondents are used.
2. Competitive Testing: When two or more concepts are given to the same respondent for response is called competitive testing.

Q: What are the types of data collected for concept testing?

Ans: The types of data collected for concept testing are :

1. Data on purchase intention of the respondents.

The format of questionnaire for purchase intention measure.

What is the possibility of buying this product based on product description.

Definitely would buy it. ……….

Probably would buy it ……….

Might or might not buy. ……….

Probably would not buy it. ……….

Definitely would not buy it …………

The format for collecting data to measuring frequency of purchase.

Please indicate, how often you would buy the product if it is available in the slocal store.

Once a week or more often ………

Once in a fortnight ………

Once a month ……….

Once every two or three months ……

Once every four or six months …….

Once in a year …….

Never ………

1. Data on product diagnostic information.

Describe how unique the product concept is.

Very unique ……….

Some what unique ……….

Slightly unique ……….

Noting Unique ……….

1. Product attributes diagnostic (The attributes of shirt would be weight, comfort, price, durability, material, appearance etc.)
2. Respondent profile information. Like gender. Age, educational qualification etc.