Simulated test marketing

Simulated test marketing is really test marketing in a laboratory setting. It applies only to a situation where the product and its packaging, pricing, and advertising and promotion have been developed in finished form. Although there are variations in practice, consumers are usually invited into a central location facility, such as a research centre in a shopping mall. They are given information - usually in the form of advertising - about the test product, then invited to shop from stocked shelves, which include the test product, with provided funds. Following the first purchase, or lack of it, the consumer is later interviewed to determine repeat buying and frequency of purchase of the test product. Then a computer model of customer behaviour provides an estimate of sales volume for the new product or line extension.

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