How an Appreciation of Consumer Behaviour Can Help Product Testing

Simon Knox and Leslie de Chernatony

Accurately to reflect market activity, product testing procedures must be based upon a clear understanding of consumer behaviour.
  

How an Appreciation of Consumer Behaviour Can Help in Product Testing

Leslie de Chernatony andSimon Knox

INTRODUCTION

An examination of some consumer marketing research texts show product testing presented predominantly as a mechanistic process, with minimal consideration of the underlying assumptions about consumer behaviour (for example, Boyd 1987, Aaker & Day 1986). Without an explicit statement of the underlying behavioural issues affecting consumers judgment, mechanistic approaches to product testing will lead to ineffective measuring procedures. Ironically, researchers striving to reduce the impact of risk in marketing decision making,...

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