pantry audit

Dictionary of Marketing Terms for: pantry audit
pantry audit

consumer research survey of household inventory kept on hand at any given time. packaged goods manufacturers employ this research technique to gather data for new product development and packaging (see package) strategies. In conducting a pantry audit, a random sample of the advertiser’s target market is first selected. Questionnaires are then mailed or telephone solicitations are completed to determine what items are stocked in a consumer’s kitchen. For example, if the pantry audit revealed that the majority of pantries sampled had half a box of spice that was a year old, it might result in a decision to package the spice in smaller quantities.

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