Case Study  - Attitude Measurement

National Kitchens

For  several years  the management  of national kitchens a diversified packaged foods manufacturer  had been  watching  the rapid growth in sales  of microwave ovens. They were  particularly  interested in  the prospects for  ready to eat  soup  in glass  jars. The attraction of  glass packaging  was that  the soup could  be heated in a microwave oven in  its original container. However a single serving  ready to eat  soup  in a glass  jar was expected to cost $ 1.10 as compared to $0.90 for a comparable canned soup. While  the price premium  for glass  was thought to be excessive, there were  some  new  data  on the  acceptability  of this price  premium  that had just  been  provided  by a glass  manufacturer.

Research Study

The glass  manufacturer had designed a brief questionnaires  to evaluate consumer attitudes  to glass  packaging  for a variety of microwave oven cooking jobs.  This  questionnaires  was mailed to 600 names  obtained  from the warranty  cards returned to one  microwave oven  manufacturer. The results  had just  been tabulated and  were being  shown to national kitchens.

The questionnaire  obtained  information on microwave usage. Two key question addressed the  issue  of ready  to eat soup  in glass  directly:

a. Would you purchase ready to eat soup  in a single  serving container ( approximately 10 ounces) that could  be put directly into your microwave oven and poured into a bowl after  heating ? assume  the same price per serving  as canned soup.

Yes about how many individual servings per month ?..................................

No Why not ? ............................

b.Please review  question 15 and  indicate below  whether  or not your  would be willing to pay 20 cents  more per individual  serving  for the  product.

Yes

No

Of the 600 questionnaires 312 were  returned. The responses  to questions  15 and16 that  related to  soup in glass  are summarized in  table

Questions

a.What  have you learned about  the potential market for soup  in glass jars?

b.What  else  would you like  to know?

c.How  else  would you  assess  people attitudes towards this  concept ?