Consumer Preference Analysis

INTRODUCTION

This study used copy testing to understand the effectiveness of print advertisements for three brands of whiskey. Copy testing is a way to gauge the effect an ad has on consumer perceptions and attitudes. The three brands of whiskey that will be used in this study are Jack Daniel’s, Southern Comfort, and Wild Turkey. All three share similar price points and compete for market share at a common point of purchase.

Three print ads were taken from a men’s magazine (GQ, September 2006). Consumer attitudes towards the brands were measured both pre- and post-ad exposure. All statistical analyses use a significance level of p < .15. If significance is noted, this means that in 85 or more samples out of 100 drawn from the same population as this one, the expected results would be the same as found through this sample.

A link to the survey itself (Appendix B) was sent via e-mail to family and friends . The 60 responses were downloaded to an Access database and then analyzed using a statistical software package called SPSS. Average values for all of the measured variables are included in a version of the survey found in Appendix A. This report compiles the results of this project and includes the following: Table of Contents, Executive Summary, Introduction, Methodology, Analysis, Conclusions, Summary, Appendix A (the survey with frequency values for each answer), and Appendix B (the survey as viewed by respondents).