WRIGLEYS FINEST
BEN MASSEY JE'NI NELSON BRADLEY OSEMWENGIE
INTRODUCTION
INTRODUCTION CONT.
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The Winner? The consumers considered taste to be the most important factor when purchasing Wrigleys gum. Based on our results, The winner is
METHODS
PARTICIPANTS RANKED CRITERIA BY THEIR LEVEL OF IMPORTANCE WHEN CONSIDERING THE PURCHASING OF MINT GUM (FIGURE 1).
Figure 1: Importance of each Criterion
METHODS CONT.
Taste The mint gum was ranked, relative to each participant, from the worst taste (1) to the best taste (10) Intensity The mint gum was ranked from preference of the least intensive gum (1) to the preference of the most intensive gum (10)
Consistency
The mint gum was ranked from the least consistent (1) to the most consistent (10) Texture The mint gum was ranked from the worst texture (1) to the best texture (10)
METHODS CONT.
IN FIGURE 3, THE PERCENTAGE OF THE IMPORTANCE FOR EACH CRITERION IS CALCULATED. IN ORDER TO CALCULATE:
1. 2. 3. 4. ADD UP THE TOTAL NUMBER OF POINTS FOR EACH CRITERION ADD UP THE TOTAL NUMBER OF POINTS FOR ALL OF THE CRITERION DIVIDE THE ANSWER TO NUMBER 1 BY THE ANSWER TO 2 FOR EACH OF THE FOUR CRITERION MULTIPLY EACH ANSWER TO NUMBER 3 BY 100 IN ORDER TO GET THE PERCENTAGE FOR EACH CRITERION
METHODS CONT.
Percent of Importance for Each Criterion
Texture 21% Taste 34% Taste Intensity Consistency Texture Consistency 25%
Intensity 20%
Figure 3: Pie Chart of the Importance of Each
METHODS CONT.
PARTICIPANTS CHEWED A STICK OF MINT GUM FOR EACH OF THE FIVE BRANDS OF GUM, RANKING THEM USING THE TABLE SHOWN BELOW (FIGURE 2).
Figure 2: The Survey That Ranked The Gum by Each
The data collected from each of the criteria was summed up for each of the five brands of gum. There was a total of ten participants for the taste tests. The brand of mint gum with the highest number of points was the winner. The chart below shows the results of the evaluation. Brand Taste 5 Gum 82 86
RESULTS
Criteria
Intensity Consistency 83 Texture 80
Eclipse
Extra Orbit Stride
47 65
66 67
63 74
59 62
58 71
69 74
57 77
72 78
CONCLUSION & RECOMMENDATION
IN CONCLUSION
WITH THE HELP OF OUR WEIGHTED SCALE, WERE WE ABLE TO SINGLE OUT THE MOST IMPORTANT QUALITY THAT CONSUMERS LOOK FOR WHEN PURCHASING GUM. THIS HELPED US TO DETERMINE WHICH IS THE BEST BRAND OF GUM IN THE WRIGLEY EMPIRE.
OUR RECOMMENDATION BASED ON OUR WEIGHTED SCALE AND OUR TASTE TESTERS, 5 GUM IS THE BEST BRAND OF GUM TO BUY FOR THAT INCREDIBLE MINT FLAVOR.