Which of the following questions would be LEAST relevant during the co

QUESTION

Which of the following questions would be LEAST relevant during the concept testing stage with target consumers?

A) Do you believe the claim that this energy drink will increase mental alertness?
B) Are you aware of our company’s social responsibility initiatives?
C) How much would you pay for this energy drink?
D) How often do you buy energy drinks?
E) What improvements would you suggest to existing energy drinks (i.e., taste, flavor, packaging, quantity)?

ANSWER

Answer: E
Explanation: E) Concept testing calls for testing new-product concepts with groups of target consumers. Marketers are interested in finding out what consumers think and feel about the proposed product. They are not interested in finding out what consumers think about competitors’ products that are currently on the market. Choice E is the least relevant to Fizz’s concept testing.