MULTIPLE PREFERENCE TESTS CAN PROVIDE MORE INFORMATION ON CONSUMER PREFERENCES*

ABSTRACT Preference testing is used for a variety of reasons. Traditionally, a consumer completes one preference test. However, consumers may not be consistent in their preferences and, therefore, multiple preference tests would be necessary. This research investigated the preference responses of consumers during four preference tests on the same pair of products. Results showed that many of the consumers switched their preference through the series of four tests. Although the basic conclusion drawn from the first test or by any of the four tests was the same in this study, the overall percentages of consumers who preferred product “A” from the four tests were not always similar to one another, nor did the results of the first preference test show the degree of preference that existed for some products. Multiple preference tests may provide more information that is useful to researchers or marketers than a single preference test. Inconsistent responses should be included in data analysis to avoid distortion of preference patterns.