LAHORE SCHOOL OF ECONOMICS

CONSUMER BEHAVIOR
BLIND TASTE TEST
(NESTLE FRUITA VITAL & FRUITIEN)
SUBMITED TO
SANA AZHAR
BY
KINZA ADNAN
MAHAD BABAR
MIAN TAIMUR UL ISLAM
MUNEEB AHMED
SANEEA AHMED
SOBAN ATIF SONY
&
SYED HUSSAIN ALI SHAH

Section: A

Date: 8 October 2019

1 Nestle Fruita Vitals VS Fruiten

Contents
Methodology ................................................................................................................................................. 2
Findings ........................................................................................................................................................ 2
Marketing Implication .................................................................................................................................. 2
Appendix 1: Raw Data .................................................................................................................................. 3
Appendix 2: Pivot Tables Comparisons........................................................................................................ 5
Segment A Pivot Tables............................................................................................................................ 5
Segment B Pivot Tables ............................................................................................................................ 6
Segment C Pivot Tables ............................................................................................................................ 7
Collective Results Pivot Tables................................................................................................................. 8

CONSUMER BEHAVIOR
2 Nestle Fruita Vitals VS Fruiten

Methodology
The whole research was based on blind taste test on following segments:

Segment 1
Area Defense Housing Authority, Lahore.
Age 17-24
Gender Male & Female
Household Income Minimum 100000.
Lifestyle Based University going students (LSE)
Segment 2
Area Green City, Lahore.
Age 20-35
Gender Male
Household Income Minimum 100000.
Lifestyle Based Fitness Enthusiasts & Health Conscious individuals.
Segment 3
Area Gulberg, Lahore.
Age 25-35.
Gender Female.
Household Income Minimum 100000.
Lifestyle Based Housewives.

Segment A was approached at cafes around LSE, segment B was approached at local fitness
centers and segment C was approached outside Jalal sons Gulberg. Target audience was selected
based upon above mentioned segmentation in the above table. Different material cups i.e. plastic
and paper cups were used to evaluate the response.

Findings
After the analysis of results, it is inferred that majority of the subjects from segment A guessed
the brand correctly, because 90% of them were avid users of Nestle. 50% of the subjects were
loyal to Nestle because of the emotional connection and availability, whereas rest of subjects
preferred Nestle over Fruitien because of other factors. Moreover; majority (80%) of the subjects
from segment B were able to differentiate between the brands because of frequent usage of
nestle. 30% of the subjects preferred Nestle based on the taste (sweetness). Lastly 70% of the
subjects from segment C were able to differentiate among the brands because of frequent usage.
40% of the subjects preferred Nestle and 40% preferred Fruitien, while 20% were indifferent.

Marketing Implication
From the above data it can be inferred that both Nestle and Fruitien should position themselves
as all natural ingredient product. Whereas, Fruitien should also increase it overall availability to
have an influential impact on the segments.

CONSUMER BEHAVIOR
3 Nestle Fruita Vitals VS Fruiten

Appendix 1: Raw Data

Segment 1
What
Guess What was the brand
Associated
ed it Nestle Fruitien reason for their would Why?
with
right choice? they
prefer?
Respondent 1 Yes Thick Less Dense Avid user Nestle Nestle Refreshing
Light
Respondent 2 Yes Less Dense Avid user Nestle Nestle Brand
Color
No
Respondent 3 Yes Bubbles Avid user Nestle Nestle Quality
bubbles
Less Never
Respondent 4 Yes Avid user Nestle Nestle Loyal
Sweet tasted
Respondent 5 No - - Same Flavor - Nestle loyal
Respondent 6 Yes Pure Shezan Avid user Nestle Nestle Loyal
Less Never
Respondent 7 Yes Avid user Nestle Nestle Quality
Sweet tasted
Light
Respondent 8 Yes Less Dense Avid user Nestle Nestle Loyal
Color
Respondent 9 Yes Thick Shezan Avid user Nestle Nestle Loyal
Respondent 10 Yes Pure Shezan Avid user Nestle Nestle Brand

Segment 2
What
Guess What was the brand
Associated
ed it Nestle Fruitien reason for would Why?
with
right their choice? they
prefer?
Less
Respondent 1 No Sweet Thickness Nestle Fruitien Flavour
Sweet
Less
Respondent 2 Yes Thick Sweetness Fruitien Nestle Brand
Dense
Respondent 3 Yes Pure Additives Less Sweetness Nestle Nestle Less Sugar
Less
Respondent 4 No Sweet Avid user Nestle Nestle Less Sugar
Sweet
Respondent 5 Yes Pure Additives Avid user Nestle Nestle Flavour
Less
Respondent 6 Yes Sweet Aroma Nestle Nestle Loyal
Sweet
Respondent 7 Yes Pure Additives Avid user Nestle Nestle Less Sugar
Less
Respondent 8 Yes Sweet Color Nestle Nestle Qualitty
Sweet
Less
Respondent 9 Yes Sweet Less Sweetness Nestle Nestle Less Sugar
Sweet
Respondent 10 Yes Pure Additives Less Sweetness Nestle Nestle Less Sugar

CONSUMER BEHAVIOR
4 Nestle Fruita Vitals VS Fruiten

Segment 3
What
What was the brand
Guessed Associated
Nestle Fruitien reason for would Why?
it right with
their choice? they
prefer?
Respondent 1 Yes Pure Natural Avid user Nestle Nestle Loyal
Respondent 2 Yes Flavor Natural Avid user Both Fruitien Natural
Less
Respondent 3 Yes Thick Avid user Nestle Nestle Thick
Dense
Never
Respondent 4 No Aroma Flavor Nestle Non Quality
tried
Respondent 5 Yes Pure Natural Avid user Nestle Nestle Loyal
Respondent 6 Yes Flavor Natural Avid user Both Fruitien Natural
Never
Respondent 7 No Aroma Flavor Nestle Non Unnatural
tried
Never
Respondent 8 No Flavor Flavor Nestle Nestle Quality
tried
Respondent 9 Yes Pure Natural Avid user Nestle Fruitien Sweet
Respondent
Yes Flavor Natural Avid user Both Fruitien Natural
10

CONSUMER BEHAVIOR
5 Nestle Fruita Vitals VS Fruiten

Appendix 2: Pivot Tables Comparisons

Segment A Pivot Tables

CONSUMER BEHAVIOR
6 Nestle Fruita Vitals VS Fruiten

Segment B Pivot Tables

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7 Nestle Fruita Vitals VS Fruiten

Segment C Pivot Tables

Segment C
5
4 3
3 2
2 1 1 1 1 1
1
0 Total
Quality Quality Unnatural Natural Sweet Loyal Thick
Nestle Non Fruitien Nestle
Flavour Avid user
No Yes

Segment C assosiations with Nestle Fruita Vitals

4.5
4
3.5
3
2.5
2 Total
1.5
1
0.5
0
Aroma Flavour Pure Thick

Segment C assosiations with Fruitien

7

4
Total
3

0
Less Dense Natural Never tried

CONSUMER BEHAVIOR
8 Nestle Fruita Vitals VS Fruiten

Collective Results Pivot Tables

CONSUMER BEHAVIOR
9 Nestle Fruita Vitals VS Fruiten

Total
10
9
9
8
7
6
5
5
4 4
4 Total
3
2 2 2
2
1 1
1
0
- Aroma Flavour Less Light No Pure Sweet Thick
Sweet Color bubbles

Total
7
6
6
5
4 4
4
3 3 3
3
2 2 2 Total
2
1
1
0

CONSUMER BEHAVIOR