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14 views12 pages

Group Number 7

Uploaded by

jeffbezos0620
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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THE UNIVERSITY OF DODOMA

COLLEGE: SCHOOL OF NURSING AND PUBLIC HEALTH.


DEG. PROGRAMME: BACHELOR OF SCIENCE IN
CLINICAL NUTRITION AND DIETETICS.
COURSE NAME: SENSORY EVALUATION AND PRODUCT DEVELOPMENT
COURSE CODE: CND 313.
COURSE INSTRUCTOR: THERESIA NGUNGULU
NATURE OF WORK: GROUP ASSIGNMENT.
GROUP NUMBER: 07
PARTICIPANTS

NAME REGISTRATION NO.


ZAHARA AHMED NATINGWA T22-03-14280
MUSSA JOHN KASELA T22-03-04268
IRENE ABDALLAHKANYAMBO T22-03-06474
JUDITH NNKO T21-03-01782
EMMANUEL MASIGE T21-03-14374
WARIDI LUOGA T22-03-14808
YOHANA DOHHO TSERE T22-03-07051
ELIA WILCKRIPH KIULA T22-03-00090
LUCY J. KIZENGA T21-03-04749
BRYSON BATON NGADANGO T21-03-14657
GROUP NO 07

QN. Describes the market testing as a step of product


development.
OUTLINE

Introduction
Objectives
Advantages
Ways and procedure
MARKET TESTING

• Market testing is an important step in the product development


process that involves evaluating and analyzing a new product or service
by exposing it to potential customers before its full-scale launch (Cohen
& Elicashberg, 2018).

• The main goal of market testing is to validate the product concept and
ensure that it meets customer needs and expectations
PURPOSE OF MARKET TESTING

• Market testing is aid to reduce the risks associated with launching


a new product.
• By gathering data on consumer preferences, acceptability and
behaviors, companies/organization can make informed decisions
about whether to proceed with the launch, modify the product, or
abandon the product(Ulwick, 2016).
OBJECTIVES OF MARKET TESTING
• Understanding Customer Needs
It helps identify what features or attributes are most important to target
customers.
• Assessing Demand
It provides insights into how much interest there is in the product.
• Identifying Pricing Strategies
Determine what consumers are willing to pay.
• Gathering Feedback for Improvement
Enhancing the likelihood of success.
ADVANTAGE OF CONDUCTING MARKET TESTING

Risk Mitigation
Companies avoid mistakes associated with launching an unsuccessful
product
Resource Allocation
Market testing helps businesses allocate resources more efficiently .
Competitive Advantage
Enables companies to position their products more effectively against
competitors.
Enhanced Marketing Strategies
Ensuring that messaging resonates with target audiences
WAYS AND PROCEDURES TO CONDUCT MARKET
TESTING
Focus Groups
Researchers organize discussions to extract qualitative insights about
preferences and concerns.
Surveys
Surveys can assess interest levels, feature preferences, pricing sensitivity.
Pilot Launches
Introducing the product in a geographic area.
Cont………..
A/B Testing (alpha and beta testing)
Alpha testing is performed within the organization and Beta testing
is conducted in the user’s environment.
Prototype Testing
Creating prototypes allows users to interact with a tangible version
of the product before its final release.
Online Marketplaces
Listing products on platforms like Amazon or eBay can gauge
consumer interest through pre-orders or limited-time offers.
Cont……….

Social Media Campaigns


Engaging potential customers through social media can provide immediate
feedback regarding interest levels and brand perception
CONCLUSION

Market testing is a critical step in product development that informs


decision-making processes by providing critical insights into consumer
behavior and preferences.

REFERENCE
• Cohen, M. A., & Eliashberg, J. (2018). New Product Development: The
Power of Marketing Research. New York: Springer.I
• Kotler, P., & Keller, K. L. (2020). Marketing Management (15th ed.). Upper
Saddle River, NJ: Pearson Education.
• Ulwick, A. W. (2016). Jobs to Be Done: Aligning Your Products with

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