Next Challenge: Gen Z: What does your ideal bank look like?
What non-product attributes drive purchase of food and beverage products?
food science product design marketing food packaging beverage
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$1,600
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10 months ago
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When people make food and beverage choices, elements like product names, packaging, merchandising, store environment, time of day, and emotions impact the final decision as much as the products themselves. For companies like ours, understanding which variables are the top drivers of purchase is crucial to staying competitive. 

We want your help identifying the most persuasive non-product elements of the food and beverage products you see. In your response, focus on providing thorough details and plenty of examples.

Deliverables

Help us understand how you feel about the non-product elements of the foods and beverages you purchase. Specifically, include the following in your answer:

  1. Think about all the elements of a product and its purchase that are NOT the actual product itself. Which elements of the experience do you believe are most impactful to your decision to purchase a product? Why?
  2. For each of the elements you named in your answer to Deliverable #1, what companies and products come to mind as excellent at convincing you to purchase? What companies and products are bad at each of these elements?

NOTE: Your setting could be anywhere you purchase food and beverage products, not just a grocery store.

    Submissions will be graded on the following criteria:
  • Scalability
  • Creativity
  • Applicability
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Submission questions

What is your age?

(Required)

What is your gender?

(Required)

Which race or ethnicity best applies to you?

(Required)

How often do you purchase food away from home?

(Required)

How often do you purchase non-alcoholic beverages away from home?

(Required)

Click and drag to rank these non-product elements of food and beverage products from most important to least important.

(Required)
  • Product story (unique ingredients, environmental impact, etc.)
  • Emotional state
  • Merchandising
  • Packaging
  • Product name
  • Store environment
  • Time of day
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