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December 2005 Market Quality Survey of Tortilla Chips in the SouthWest, USA
December 2005 Market Quality Survey of Tortilla Chips in the SouthWest, USA
A market survey was conducted on 45 brands of tortilla chips by LINE of SNACKS Consultants International (LoS) in West Texas, New Mexico, Arizona, and Southern California, December 17 - 24, 2005.
The evaluation of the quality of the chips was made using a 9 point hedonic rating scale, where 9 is excellent overall quality and 1 is extremely poor quality. All the "overall" ratings were based on flavor, texture, and appearance of the chips.
The results of that survey for "overall" rating plotted on a normal distribution curve are as follows (above the dotted line the chips were rated in a "dislike" category):
________________________________________________________
0 - 0.9 . zero
1.0 - 1.9 . zero
2.0 - 2.9 __ 2 (4.3%)
3.0 - 3.9 __________10 (22.0%)
4.0 - 4.9 ________________ 16 (35.2%)
"dislike"
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - "like"
5.0 - 5.9 ________ 8 (18.7%)
6.0 - 6.9 ______ 6 (13.3%)
7.0 - 7.9 ___3 (6.5%)
8.0 - 9.0 . zero
_______________________________________
The results indicate 61.5% of the chips were in a 'dislike' category.
Most of the negatives were focused in the 'texture' of the chips, too hard or too tough. Other negatives were in the 'flavor' and 'appearance'. The 'overall' rating considered all traits of the chips.
Where does the quality of your tortilla chips stand?
The consultants of LoS make these surveys to locate companies that need to improve quality. This survey reveals nearly 2/3 of thetortilla chips in the markets of the southwest need to have improved processes. LoS does that...call on us for an assessment trip and line recommendations to your location to see if we can help you improve and control your process lines. Thanks, Don Petty, (972) 484 - 1155, Email LoS at LoSnacks@aol.com
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I prefer to buy snacks of higher quality even though I have to pay more. It was surprising to find that 2/3 of the tortilla chips in the market rated so low. DP
5/21/06 5:46 PM
BKS