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| Field name | Value |
|---|---|
| Title | Does the new Kraft bottle create confusion (at point of purchase) with the Wish-Bone bottle, and if so, among which group of consumers? |
| Box Number | 63 |
| Report Number | 1370P.62 |
| Library | Hagley Museum and Library |
| Copyright | Hagley Museum and Library |
| Date | Find out more about this year |
| Document Type | Report |
| Industry | Food and Drink |
| Commissioned by | Edward H. Weiss and Company |
| Conducted by | Institute for Motivational Research, Inc. |
| Place | Croton-on-Hudson, New York |
| Company | Go to Business Biographies |
| Brand | Kraft; Wish-Bone; New York Times |
| Method | Focus Group; Interview; Test |
| Keywords | Go to Glossary |
| Language | English |
| Additional information | Between 1961-1964, as part of an agreement with The New York Times, the Institute for Motivational Research, Inc. conducted a series of monthly consumer panel sessions with women readers of the newspaper. The subjects were asked to answer questions formulated by various advertising agencies with regards to the marketing and advertising of grocery products (i.e. package, price, company image, commercials and advertisements as well as the intrinsic qualities of the product itself). Following each workshop, the Institute prepared a confidential summary report for advertisers as well as public materials that placed the results of the study within the broad context of the market. |
| Document linked to |
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