The influence of flavour on consumer liking and perceptions of breath mint benefits in China

Karen Stanton

This paper assesses consumer motivation in breath mint purchases based on a case study conducted in China.

The influence of flavour on consumer liking and perceptions of breath mint benefits in China

Karen StantonAsia Pacific, Colmar Brunton, Australia

OVERVIEW

The overall objective of this study was to understand the breath mint consumer in greater detail and to use the information to guide new product development. Qualitative focus groups were initially conducted. The detail of the qualitative findings is not covered in this case study, aside from the fact that a key insight was identified. The insight identified was that in China there were different consumers who were driven more by flavour and different consumers who were...

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