SCIENCE >>

Product Evaluation

SafeHands® vs. Alcohol-Gel
Dr. William Rice, Ed.D.
Marketing Professor
California State University, Fresno

In addition to a cost-per-use study, Dr. William Rice suggested a survey to determine the marketing preferences of customers with a choice of purchasing a leading Alcohol Gel or SafeHands®. A survey tool was created, then piloted on male and female adults of various ages to assess readability and to ascertain the ability of the assessment to measure accurate responses. The survey includes questions about feel on the skin, smell, container, and applicator as well as some questions to which the general consumer would not likely know answers, such as the ability of the product to kill germs. It was decided that it was important to get the consumers’ perception of the effectiveness of the product even though they were not provided data explaining effectiveness. In addition to structured questions in the survey, an unstructured section was offered to accommodate comments, suggestions, or questions regarding the products.

Method

Participants

The population surveyed consisted of a group of young adult marketing students at a university. This population was chosen because of the group’s tendency to be more discriminating than average adults. The group surveyed represents the social, economical, and racial diversity of the central California population.

Materials and Design

A survey with twelve structured questions was implemented to assess the participants’ perceptions after use of a familiar alcohol based hand sanitizer as well as an unfamiliar non-alcohol based hand sanitizer. The survey included questions about ease of application, smell, feel, portability, desirability, and perceptions regarding effectiveness of products. Questions assessing the consumers’ perception were asked even though they were not provided data explaining effectiveness. The assessment tool also included an unstructured section to accommodate comments generated by the participants’ experience with the products.

Procedure

The assessment was carried out in a classroom setting at a university campus. Participants were each supplied with an individual container of alcohol based hand sanitizer, asked to use the product on their hands and then complete the survey. The group then received a container of non-alcohol based hand sanitizer and asked to repeat the same procedure.

Discussion and Results

Overall, SafeHands® was better received by the participants. The scores were rated on a 7 point scale, where 1 is excellent and 7 is poor. Even though the alcohol product did not have the product label on the container, participants commented on their recognition of the product. Product recognition and the connection to ongoing advertising may increase the degree of product confidence. Although the alcohol gel may have had an advantage in product recognition, the non-alcohol hand sanitizer had superior ratings overall.

Both the readily recognizable alcohol hand sanitizer and the new non-alcohol hand sanitizer were rated similarly in ease of application. The alcohol gel seemed to be a little more user-friendly, as participants rated it with an average 4.72 as compared with the non-alcohol gel’s 5.26. The alcohol gel container and its convenience in use also received a slightly better rating of 4.19 as compared with the non-alcohol hand sanitizer’s 5.70 rating. Comments were also noted on the unstructured section of multiple surveys that commented on the desirability of a lid that is attached and a smaller portable size for the non-alcohol product.

The non-alcohol hand sanitizer consistently scored higher on questions that measured the product itself. Both the feel of the non-alcohol product during application and after application was rated at a superior level than the alcohol gel. The non-alcohol gel received a rating of 3.77 that characterized the feel during application as opposed to the alcohol gel’s rating of 3.98. After product dried, participants were asked to rate the feel of hands. The non-alcohol gel received a 3.30 as opposed to the alcohol gel’s 4.19 demonstrating a good degree of product desirability. Comments supported the structured question findings, with many participants commenting on the advantage of foam as opposed to gel as well as favorable comments regarding the nice feel on the skin when dry. Comments were also made as to the pleasant smell and the desirability of using a non-drying product.

Consumer confidence was assessed in the area of the participants’ perception of the anti-bacterial properties of the products. Although no information was given for either product, an attempt to measure perception of product quality with desirability to purchase product was measured by asking several questions. All of the questions that measured product confidence were rated at a superior level for the non-alcohol product as was the question that asked if the participant would desire to buy the product. It seems that the non-alcohol product generated a greater confidence that it kills germs and prevents the transmission of disease for a greater period of time. The non-alcohol hand sanitizer also was given a superior rating for desire to buy the product in the future.

The unstructured section of the survey supported the findings of the structured portion. Comments reflected an interest in the non-alcohol hand sanitizer and a desire to purchase the product. Participants also commented on the preference for a product that kills germs but does not dry the hands, as well as a preference for foam over gel. Comments reflected an overall positive reaction to the scent of the non-alcohol product and the feel during application and after drying. Participants preferred the small size of the alcohol gel container and its attached lid.

In conclusion, the results of the survey showed that both the familiar alcohol gel product and the new non-alcohol hand sanitizer had very similar favorability ratings. The non-alcohol gel had slightly better ratings in almost all areas as well as favorable comments in the unstructured section. Overall the participants expressed a greater desirability to purchase the non-alcohol hand sanitizer.