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Concept Testing

The document summarizes the process of concept testing, which is the last part of concept selection after screening and scoring concepts. It discusses determining the survey population, conducting questionnaires and interviews, calculating responses from 25 respondents, and interpreting the results. The results showed most respondents were male ages 25-35 interested in the thermochromic car paint concept, with the potential market being private employees and entrepreneurs who earn over 20 million rupiahs per month.

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Nadhif Edma
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87 views4 pages

Concept Testing

The document summarizes the process of concept testing, which is the last part of concept selection after screening and scoring concepts. It discusses determining the survey population, conducting questionnaires and interviews, calculating responses from 25 respondents, and interpreting the results. The results showed most respondents were male ages 25-35 interested in the thermochromic car paint concept, with the potential market being private employees and entrepreneurs who earn over 20 million rupiahs per month.

Uploaded by

Nadhif Edma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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The next procedure of concept selection after concept screening and scoring is concept

testing as a last part of concept selection. We came to the consumer with our proposed concept
and we tested the acceptability of our product to them.
2.5.1 Defining the Purpose
The purpose of concept testing was whether our concept fulfilled costumer’s need and
feasible to attract costumer based on their needs, interest, and their expectation of our
thermochromic car paint. To achieve it, we do the survey through questionnaire and direct
interview. This answer or response for customer is the result of our explanation about the
concept that we proposed, starting from the work principle until the cost and benefits of our
product.
2.5.2 Determining the Survey Population
The targeted survey population is to respondents, like the survey population for the needs
such as car community members, our relatives who might be interested in the product and car
salon worker. This is considered based on the trend on the needs from those groups of people
that complements with the selected concept.
2.5.3 Form of Survey
The form of survey were questionnaires distributed via internet and direct interview. We
use cross-sectional survey which information collected from correspondent at single period in
time.
2.5.4 Calculating the Response from Respondents
25 respondents participated on this survey. Figure 2.1 – 2.5 shows the result of the survey
2.5.5 Interpreting the Result of Survey
Based on the response from the customers shown in Figure 2.1 – 2.5, most respondents
are male of the age range from 25 to 35 years old. 32% of the respondents are interested in the
product while 64% of it stated that they might be interested in the product. By that, we can
know that there is a market to sell our product. Majority of the respondents that are interested
in the product are work as private employee, followed by entrepreneur, college student, and
pensionary. The result shows that the concept being proposed will be popular among people
who already have job and can be received well in the current market. An analysis on the market
present that most of the respondents earn more than 20 million rupiahs a month which shows
that they can afford to buy our product since our product have quite expensive price but still
reasonable for the consumers.

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