MARKETING RESEARCH

BLIND TEST

MEMBERS
Cintia Garfalo
Roxana Rodriguez
Adriana Vergara
Gabriela Yanez

Marketing Research

Blind Test

INTRODUCTION
Butter is an essential element in the kitchen, not only because it is delicious,
but it also because we can use it in different tasks. The butter is used on bread,
is used to bake and cook.
We made the BLIND TEST to fifteen students in FCSH to determine preferences
between these brands of butter. Also we can see the strengths and weaknesses
of each brand.

GENERAL OBJECTIVES
Determine which brand of butter is more preferred by the consumer,
taking consider its texture, flavor and consistency.
Determine if students can recognize the brand of butter consumed daily
of the four brands presented in the study.
Determine the reasons for choosing that brand in general and not the
other.
Determine which are the weaknesses of the other brands and implement
strategic plans for change those weaknesses.
Identify the brand, the consumer easily recognized.

HOW TO DO THE BLIND TEST

We purchased four different kinds of butter and we assigned each butter a
number* and put them an individual plates with individual knives. We asked
each taste tester to give us the characteristics and their thoughts on all four
butters and to say what is their favorite and why.
*SAMPLES
Sample 1 = Dorina
Sample 2 = Bonella
Sample 3 = Bonella Light
Sample 4 = Girasol

Marketing Research

Blind Test

Questions we made
1) What is the brand of butter that you prefer?
2) How often do you eat your favorite butter?
3) Tell me what difference you see in each sample.
4) Taste every sample, do you taste any difference?
5) Which would you choose and why?
6) Can you guess which butter brand is each one?

DATA ANALYSIS AND RECOMMENDATION

1) What is the brand of butter that you prefer?

Marketing Research

Blind Test
The 60% of the students prefer Bonella, the 13% prefer Dorina, th1 27% prefer
others brand like Miraflores or Margarinas. Nobody said Bonella Light or Girasol.
2) How often do you eat your favorite butter?

The 33% of the students eat butter once or twice a week, the 40% eat three
times or more a week, only the 27% of the student eat butter daily.

3) Tell me what difference you see in each sample.

Students said Dorina has a different color than the other samples, and had a
smoother appearance. Bonella has a stronger color, and texture seems harder
as Bonella Light. And Girasol has a dense and oily appearance.

4) Taste every sample, do you taste any difference?

When students tasted different flavors concluded. Dorina has a soft flavor and
taste better than others. Bonella had a strong and pleasant flavor. Bonella Light
has almost the same taste as the Bonella but it feels a sweet taste. The 90% of
students found that Girasol had a weird taste and it was not a pleasant flavor.

Marketing Research

Blind Test
5) Which would you choose and why?

Girasol; 13%
Bonella Light; 13%

Dorina; 40%

Bonella; 33%

The 40% of the students chose Dorina because it has a soft and good flavor,
the 34% Bonella because it has better flavor, the 13% Bonella Light because it
feels oily and delicious , the 13% Girasol it has a stronger and different flavor.
6) Can you guess which butter brand is each one?

Identify the brand; 40%

Do not identify the brand; 60%

Only the 40% of the student could identify the brand of butter, the rest has no
idea which was the brand.

REFERENCES