HSN319: Case study report Assignment Help
Question
HSN319: This is a Deakin University assignment for the Consumer and Sensory Innovation of Food course in which the student is supposed to develop a sensory marketing plan and simultaneously propose a consumer method suitable for testing a specific chosen product. The student is required to demonstrate a thorough understanding of the concepts related to sensory marketing and different consumer methodologies related to it.
Solution
The product chosen for writing this assignment is “Carrot Roasted Dip”, which is prepared for elderly people. The strategy that will be assessed for promoting this product is multi-sensory marketing (MSI). In providing Deakin University assignment help for this report, extensive research has been conducted to support all the arguments being made in favor of the chosen promotion strategy.
Introduction
The assignment begins by underlining the meaning and significance of sensory marketing, followed by highlighting the purpose of writing this assessment. You can read a snippet of the complete solution below:
Sensory marketing is important in analyzing consumer behavior towards a specific product and conducts marketing accordingly. Marketing depends upon the distinct senses and studies the responses of consumers through various tests including fMRI, electroencephalogram (EEG) and face reader (Krishna, Cian and Sokolova, 2016).
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Value Proposition of Roasted Carrot Dip
The next section elaborates on the value statement for the product. This section briefly outlines the potential success of the chosen product.
Payne, Frow and Eggert (2017) stated that Customer Value Proposition refers to the statement of the business which explains the importance that why a consumer should prefer a product. Generally, food companies focus on value proposition by providing healthy and tasty food depending upon local cultural preferences and desires of the targeted segment. It indicates the products/services are prepared based on specific criteria considering the pain and gain of the targeted consumers (Pokorná et al. 2015). The value proposition of Roasted Carrot Dip is the healthy and semi-thick dip that is enriched with roasted flavour and healthy to the customers. Elderly people face various issues due to being unable to eat because of their oral issues. With increasing age, they require healthy food to stay strong; however, they are unable to eat because of oral problems (Whitelock and Ensaff, 2018).
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Multi-Sensory Integration (MSI) for Marketing
The following section discusses a sensory marketing strategy if multi-sensory integration for promoting the product by providing evidence for why it will work for your product. In providing Bachelor of Nutrition Science assignment help for this section, our experts have used grounded cognition and examples that indicate this strategy is likely to succeed.
Sensation and perception work simultaneously in humans while judging a product. A color or fragrance of food reflects the perception of the individual, the way they perceive and stimulates senses in that way to choose the product. For this purpose, Sensory marketing promotes the product/services by analyzing the stimuli and perceptions of the individual and applying them to the campaigns (Rupini and Nandagopal, 2015). It consists of various strategies including conceptual model sensory marketing, MSI and cross-modal correspondence. MSI is proposed which advertises the products/services using the senses like smell and taste. In this situation, perception helps in examining a product based on their past perceptions or beliefs. A customer considers a food is tasty and spicy with a strong fragrance of the flavour as well as reflects the emotions of human at particular time reflecting perceptions like anger with spicy food or sick with preferring light food (Krishna, Cian and Sokolova, 2016). Based on MSI, senses are integrated with the perceptions of the sensory aspects of the food. Beautiful aroma and amazing taste attract the customer to pursue the product (Dantec et al. 2021). Also, the smell of the food depicts the created flavor and essence of the ingredients in the particular dish and attracts customers to prefer the products (Spence, Smith and Auvray, 2015).
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Functional Magnetic Resonance Imaging (FMRI)
Here, a consumer test for the chosen strategy has been discussed in detail while also providing justification for the selection. For this HSN319 Case study report Assignment Help, the experts have thoroughly engaged with the question of whether the chosen method actually measured what it is supposed to measure.
For analyzing the responses of customer, various test has been derived including EEG, fMRI and biometric measures. These measures study the distinct senses of a human being responding to a particular product. The fMRI allows to access brain recognition and response to individual tasted flavors. It is because, by tasting distinctly flavored liquids including salty, sweet, sour and tasteless, all tastes activate the primary taste cortex within the bilateral dorsal mid-insula; however, differs the result since there was no consistent preference for individual tastes. Every taste has a distinct result responding to the region involved in it and the preference level of individual taste. (Burger, 2017; Yeung, 2022). Avery et al. (2020) asserted that distinct part of the brain is interrelated to each other and adapts to individual tastes based on human preferential perception and repeated consumption of a product. A sugar-sweetened beverage and salty beverage has a distinct impact on the brain since different taste impacting the diverse region depending upon the flavor and essence of the taste preferred and consequently affecting the behavior of the customers. Thus, fMRI is an effective test approach to assess the feedback and behavior on an individual dish considering the roasted carrot dip which is considered a healthy food due to the involvement of vegetables and other nutrients and rich in taste due to being roasted giving a unique taste.
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Limitations of FMRI
The sensory marketing plan has been examined in detail in this section. The FMRI strategy’s shortcomings and how it affects the likelihood of the success of the product have been analyzed in this section.
fMRI proves to be an effective approach to assess the emotions and reviews of the customers related to the product by accessing the brain regions that respond while having a dish. However, various limitations make it difficult for companies during marketing projects. It is because the machine approximately costs 5 million dollars and requires specialized staff for conducting the scans and prepare interpretations (Balachandar et al. 2015). Also depth knowledge of the functioning of the machine is required to understand which requires huge operational costs. Also marketing refers to advertising products in the general market based on assumptions of customer priority and desires; however, testing through fMRI is a doubtful situation since calling individual customers for tests is not logically feasible (Balachandar et al. 2015). It is because marketing is a mass approach that investigates and make decisions based on groups and hardly targets individual customers and the test analyze individual and provide results therefore it is a challenge for the business.
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Limitations of MSI
The next section elaborates on the limitations related to the MSI strategy. We have provided a snippet of this section here.
MSI is an effective approach since allows the senses to activate and respond to individual products/services. However, based on cognitive theory illustrations and bodily position can have a great influence on the performance of the product (Abrahamse et al. 2016; Rolls, 2004). It is because the consumers can affect the senses depending upon an unwilling atmosphere which is not comfortable and efficient for the customers.
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Conclusion
Lastly, a brief conclusion has been provided which highlights why the chosen strategy is suitable for the product. Half of this conclusion has been provided below:
Based on the above report, the value proposition of Roasted Carrot Dip is the healthy and semi-thick dip that is roasted and rich in taste and healthy to the customers. Further, MSI is an effective approach since markets the product based on senses like smell and taste.
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