Consumer Evaluation of the Refillable Beverage Cup
Conducted by Russell RESEARCH
Background, Purpose, Method & Scope
- The manufacturer [Capitol Cups, Inc.] of a new, low-cost, refillable coffee cup was interested in determining:
- Consumer purchase interest in the product.
- Reasons for purchasing or not purchasing the cup, as well as other product diagnostics.
- The manufacturer placed the cup (on a test basis) in 7-11s in the Long Island, Baltimore and Philadelphia regions, and secured permission from 7-11 for Russell to conduct exit surveys outside a sample of three stores in each region and capture consumer reaction to the product.
- A total of 508 Random exit surveys were conducted with consumers as they were leaving 7-11 stores during the period of October 8-14, 2004, with roughly equal distribution of surveys across all stores and regions. To qualify for the survey, consumers had to have purchased hot beverages at a 7-11 and either purchased or would consider purchasing a refillable hot beverage cup.
- The 508 Random Sample yielded 62 actual Purchasers of The Easy Traveler and these were augmented by an additional 90 interviews to bring the Purchaser base to a readable 152 total.
- Findings from the survey follow. In reading them, keep in mind these statistical and numerical notations:
- * An asterisk indicates less than ½ of 1%.
- º A circle indicates a significant difference (at the 95% confidence level) between groups/cells.
- Color-shaded boxes or color fonts highlight other differences or important learning.
- Results of the survey showed that 35% of Total Target Consumers (purchasers/considerers of refillable containers) and 68% of Purchasers were aware of The Easy TravelerTM product display as they were leaving 7-11 stores.
- 12% had already purchased the product, with the average number of purchases thus far at about 2. And, about 3/4ths of Purchasers said they bought the product in addition to other 7-11 products (rather than in place of), indicating generally low cannibalization of other store inventory.
- After exposure to the product concept, 71% of Total Consumers said they would definitely/probably buy the product (this is strong vs. the Russell norm of 66%+ concept purchase interest for a universal use product). Meanwhile, about 9 in 10 Purchasers said they would definitely/probably buy the product again. In both cases (Total Consumers and Total Purchasers), cannibalization of other 7-11 products was low - only 18-23%.
- Almost all consumers volunteered something they "liked" about the product - mainly its No-Spill, Keeps Beverages Hot/Hot Longer, Doesn't Burn Hands, Reusable, and Size features. And, specific voluntary dislikes were low - the only notable one being the 10% of Purchasers who thought ease of closure could be improved.
- In line with its high voluntary "likes", the product got very high top-2-box ratings on virtually all dimension of use - being Reusable, Insulated, Protects Against Spills, Protects Hands From Burns, Good Value, Easy Open/Close, and Spill-Proof. However, there were somewhat lower ratings of Lots Of Colors/Designs. This was also the only benefit consumers rated low in terms of need/importance - though this might be a case of where consumers are reluctant to say they want a vanity benefit. In a test of a plain/unadorned product vs. options for different colors and designs, the client may find this issue has more relevance to consumers than we found here.
- Finally, we profiled respondents demographically and found that people who have already purchased the product are more likely to be Male, more likely to be Employed, and have higher HH Income than the total target audience.