27-5

M. H. GILLETTE, McCormick & Co., Inc., 226 Schilling Cir., Hunt Valley, MD 21031

This presentation will cover the importance of sensory evaluation in the design of products for international markets. Several examples of success stories from industry will be discussed to demonstrate applications of sensory evaluation and testing, marketing, and product development functions in global product design. Understanding the complex relationships between culture and behavior leading to consumer choice are important issues. Successful product design is facilitated by consumer research and sensory evaluation. The issues these industries have encountered and their approach to develop winning strategies and successful products will be discussed.