executive summary

An online survey concerning consumers' preference of three brands of body wash was completed by 64 respondents. Respondents were asked questions regarding their preference toward Dove, Olay, and Tone, their attitudes toward the three brands, and their attitudes toward magazine ads for the three brands.

Overall, the respondents preferred Dove over Olay and Tone. The respondents also showed more positive attitude toward Dove than to Olay and Tone. However, the respondents responded most favorably to Olay's ad based on an increase in preference score after exposure to the ad while the other two brands received lower preference scores.

A more in-depth analysis can be found on the following pages.