Academy Review (Jul 2025)
DEFINING A VALID CONSUMER TASTING METHODOLOGY FOR VODKA MARKET RESEARCH: ECONOMIC IMPACT AND ASSORTMENT OPTIMIZATION
Abstract
To gain a more comprehensive understanding of their products and instill confidence in successfully launching them in the market, producers need a deep understanding of consumer behavior. A product’s success in the market depends not only on consumer preferences but also on repeat purchases. The product must satisfy consumers to influence their purchase decisions. Therefore, it is crucial that marketing research on consumer preferences focuses on both sensory and hedonic appeal from the consumers’ perspective. All consumer-oriented tests, such as consumer tastings, rely on subjective product perception and have an affective nature. Thus, obtaining reliable and effective results from consumer tastings is of significant scientific interest. The study of the impact of testing procedure parameters on the accuracy of vodka consumer tasting results is especially relevant, given the specific attributes of this strong alcoholic beverage and the limited number of marketing studies on the vodka market. An analysis of the information sources revealed that the accuracy of consumer tasting results depends on whether the methodology is designed with the specifics of the product being evaluated in mind, particularly whether the testing procedure parameters are rationally selected. These parameters include the number of samples, the order of sample presentation, the number of attributes to be evaluated, and the number of points/categories on the hedonic scale, among others. This research aims to propose a valid methodology for conducting consumer vodka tastings with rationally selected parameters, within the framework of marketing research focused on consumers’ purchase intentions. Marketing Study No. 1 (300 respondents, 70% men and 30% women – vodka buyers at least once a month in the mid-price segment) was conducted through consumer tastings of four Ukrainian vodka brands in the mid-price category. The methodology involved sequential monadic «blind» testing, with interviews conducted at a central location using a developed questionnaire. Respondents evaluated 12 attributes of the vodka samples on a 5-point scale. Each respondent tasted all four samples sequentially, evaluating each sample against the other three. The results of Marketing Study No. 1 showed significant variation in respondents’ preferences for vodka brands and purchase intentions, which can be explained by the irrationally selected testing parameters that distracted respondents and caused receptor fatigue. Marketing Study No. 2 was conducted under the same initial conditions, except for the tasting methodology, which involved comparative «blind» testing of three Ukrainian vodka brands, as well as fewer evaluated attributes (five) on a 3-point scale and simultaneous presentation of the samples. The results of Marketing Study No. 2 showed a clear correlation. To confirm the validity of the chosen testing methodology, Marketing Study No. 3 was conducted – a tasting of three different Ukrainian vodka brands, different from the previous ones, where the results of expert tastings (sample size – 15 trained experts) aligned with the results of consumer tastings (sample size – 80 lay respondents). The studies showed that the most effective methodology for vodka consumer tastings is comparative «blind» testing. This is explained by the fact that, due to the rational selection of testing parameters, individual-level sensory perception of the strong alcoholic beverage is more accurate, providing better attribute evaluations and a clearer link with consumers’ purchase intentions. For accurate results in consumer tastings, it is necessary to: present samples simultaneously to allow comparison; limit the number of samples to three; ensure that the attributes of the vodka being evaluated are clearly defined, non-redundant, and kept to a minimum based on research objectives; and reduce the number of hedonic scale categories to three. Further research is planned to explore methodological approaches to conducting vodka consumer tastings and to develop recommendations for marketers on best practices when experimental conditions vary in sample size, sample differences, and product complexity. The economic aspect of the study lies in the fact that understanding consumer preferences and the accuracy of product evaluation can significantly impact the effectiveness of marketing strategies and the competitiveness of a brand in the market. Since the vodka market in Ukraine is extremely competitive, accurate data on consumer preferences and correct research methodologies can be key to securing a successful market position and maximizing profitability. The proper choice of consumer tasting methodology not only ensures the accuracy of results but also reduces the risks of failed product launches and financial losses associated with inaccurate consumer forecasts. Specifically, the development of a valid methodology for assessing vodka quality allows producers to more precisely gauge consumer preferences, which is critical for optimizing product assortment, setting prices, and developing effective marketing campaigns.
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