Design a product test to evaluate and refine the relevant concept and the relevance of the DRINKIT brand to the energy drinks segment.Design a questionnaire to identify the purchase intention of the new range of products.

Description

You are a marketing researcher at the “DRINKIT” soft drinks brand. The relevant market is very competitive with both international and national players. In the context of its new product development strategy, the management investigates the launch of energy drinks ranges based on natural ingredients. In this context, you are asked to design a product test to evaluate and refine the relevant concept and the relevance of the DRINKIT brand to the energy drinks segment. Following this, you must design a questionnaire to identify the purchase intention of the new range of products.

The report should include:

• Testing material, timing, and budget. (25%)

• A Marketing Research proposal for the product test (quantitative) including the population under study, sample size, and selection. (25%)

• A detailed proposed 12 questions Questionnaire (excluding demographics) for the product test. .(40%)

• A statistical analysis plan (10%)

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