Product presentation

• Product launch strategy considers the product in its sales environment. The impact of situational factors on consumer preference and choice is explained.
• Presentation technology at the salad bar affects salad selection and buying behaviour.

Hypothesis

Presence of a humidifier will increase the sales of salads, due to increased attention and perceived quality.

• Assessment of consumer approach and salad selection via camera observation
• Focus group discussion to reveal consumer motives
• Cash register data reveals personal buying behaviour

Results

• Humidifier set-up around salad bar results in increased attention and increased attractiveness of salads.
• Humidifier increased relative sales of fresh salads without dressing.
• Neophobic consumers avoided the salad bar with humidifier present.

“Product perception and choice are determined by product environment.”

Link to brochure Product Launch “Product presentation and Fresh Perception”