Untitled Document

BRAND PREFERENCE REPORT

THREE BRANDS OF BREAKFAST BARS

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Table of Contents

Executive Summary

Intro

Methodology

Analysis & Conclusions

Summary

Appendix A

Appendix B

BRAND PREFERENCE SURVEY

		Hi! My name is Michelle and for those of you who do not know, I am an Advertising Graduate Student at the University of Texas at Austin. I have created this brief online survey (it takes about 10 mins) for an advertising research class. I would greatly appreciate your completion of this quick survey so that I am able to pass this class and so that my parents will continue to pay for college! All of your answers will be strictly confidential and only used for educational purposes. Thank you so much for your help! Hook 'Em!


Please click here to begin the survey.

Section I

Please type your answer to each question in the blank provided.

The last time you purchased cereal, which brand did you buy?
Kellogg's - 12 (17.6%), Cheerios - 8 (11.8%), General Mills - 7 (10.3%)
The last time you purchased fruit juice, which brand did you buy?
Minute Maid - 12 (17.6%), Tropicana - 10 (14.7%), Ocean Spray - 5 (7.4%)
The last time you purchased breakfast bars, which brand did you buy?
Nutri-Grain - 13 (19.1%), Quaker - 13 (19.1%), Kellogg's - 5 (7.4%)
Please click here to continue.

Section II

Below you will find three brands of cereal. Please divide 10 points among these brands according to how likely you would be to purchase each brand. (Please use only whole numbers such as 0, 1 or 2. Do not use fractions such as 1/2 or 1.5)

Kellogg's	Mean - 4.1, Std. Dev. 2.0, n=68
General Mills	Mean - 3.4, Std. Dev. 1.6, n=68
Post	Mean - 2.6, Std. Dev. 1.3, n=68
	10 points




Below you will find three brands of fruit juice. Please divide 10 points among these brands according to how likely you would be to purchase each brand. (Please use only whole numbers such as 0, 1 or 2. Do not use fractions such as 1/2 or 1.5)

Tropicana	Mean - 3.5, Std. Dev. 2.3, n=68
Ocean Spray	Mean - 2.2, Std. Dev. 1.9, n=68
Minute Maid	Mean - 3.9, Std. Dev. 2.2, n=68
	10 points




Below you will find three brands of breakfast bars. Please divide 10 points among these brands according to how likely you would be to purchase each brand. (Please use only whole numbers such as 0, 1 or 2. Do not use fractions such as 1/2 or 1.5)

Nature Valley	Mean - 3.7, Std. Dev. 2.5, n=68
Quaker Chewy	Mean - 2.8, Std. Dev. 2.0, n=68
Kellogg's Nutri-Grain	Mean - 3.1, Std. Dev. 2.3, n=68
	10 points

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Section III

The following three pages are advertisements for breakfast bars. Please read them closely, spending about 30 seconds on each ad. Please do not come back to this section once you have finished viewing the ads.

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Ad Copy:

Here, you can even drift away without the boat.

Gretchen Heim's nature valley. Gretchen Heim's Nature Valley bar. Where's Yours?

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Ad Copy:

Turns out 90 delicious calories do exist.

Quaker Chewy with 90 calories has delicious toasted granola and rich chocolate chunks in every irresistible bite.

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Ad Copy:

With real fruit and whole oats, Nutri-Grain has the energy you need to help you with mission after mission.

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Section IV

Now that you have seen the three ads, please distribute 10 points among the three breakfast bar brands according to how likely you would be to purchase each brand.

Nature Valley	Mean - 3.5, Std. Dev. 2.3, n=68
Quaker Chewy	Mean - 3.6, Std. Dev. 2.3, n=68
Kellogg's Nutri-Grain	Mean - 2.8, Std. Dev. 2.3, n=68
	10 points

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Section V

Do you feel differently about any brand as a result of seeing one of the ads you were shown?
Yes No
Yes - 28 (41.2%), No - 40 (58.8%)
If you answered No, please click here to continue.

If you answered Yes, which brand do you feel most strongly about?
Nature Valley	n = 7 (10.3%)
Quaker Chewy	n = 16 (27.9%)
Kellogg's Nutri-Grain	n = 8 (11.8%)

Did you feel more or less favorably towards the brand?
More Less
More - 23 (33.8%), Less - 8 (11.8%)
Please briefly describe what influenced you.

Various Answers
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Section VI

For the following questions, please indicate how strongly you feel about Nature Valley breakfast bars by selecting one of the given options.

1. Nature Valley is a good brand of breakfast bars. Mean - 3.6, Std. Dev. - 0.8
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 8 (11.8%)	n = 31 (45.6%)	n = 23 (33.8%)	n = 6 (8.8%)	n = 0 (0.0%)
2. I would eat Nature Valley breakfast bars as a substitute for a meal. Mean - 2.7, Std. Dev. - 1.2
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 4 (6.3%)	n = 16 (23.5%)	n = 14 (20.6%)	n = 24 (35.3%)	n = 9 (13.2%)
3. I do not like the taste of Nature Valley breakfast bars. Mean - 3.4, Std. Dev. - 1.0
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1 (1.5%)	n = 7 (10.3%)	n = 26 (38.2%)	n = 24 (35.3%)	n = 9 (13.2%)
4. Nature Valley breakfast bars are ideal for on-the-go lifestyles. Mean - 3.3, Std. Dev. 1.0
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 4 (6.3%)	n = 31 (45.6%)	n = 20 (29.4%)	n = 10 (14.7%)	n = 1 (1.5%)
5. I feel that Nature Valley breakfast bars are not healthy. Mean - 3.5, Std. Dev. - 1.0
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 0 (0.0%)	n = 4 (6.3%)	n = 27 (39.7%)	n = 29 (42.6%)	n = 6 (8.8%)
6. Nature Valley breakfast bars are inexpensive. Mean - 2.9, Std. Dev. - 0.7
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1 (1.5%)	n = 9 (13.2%)	n = 45 (66.2%)	n = 11 (16.2%)	n = 1 (1.5%)
7. I would eat Nature Valley breakfast bars. Mean - 3.6, Std. Dev. 1.2
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 16 (23.5%)	n = 28 (41.2%)	n = 14 (20.6%)	n = 6 (8.8%)	n = 1 (1.5%)
8. Nature Valley breakfast bars have no nutritional value. Mean - 3.6, Std. Dev. - 0.9
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 0 (0.0%)	n = 4 (6.3%)	n = 22 (32.4%)	n = 33 (48.5%)	n = 8 (11.8%)
9. Nature Valley breakfast bars are a good breakfast option. Mean - 3.3, Std. Dev. - 1.0
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 4 (6.3%)	n = 31 (45.6%)	n = 21 (30.9%)	n = 9 (13.2%)	n = 2 (2.9%)
10. I prefer the Nature Valley breakfast bars over other brands of breakfast bars. Mean - 2.7, Std. Dev. - 1.2
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 6 (8.8%)	n = 10 (14.7%)	n = 23 (33.8%)	n = 17 (25.0%)	n = 11 (16.2%)
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For the following questions, please indicate how strongly you feel about Quaker Chewy breakfast bars by selecting one of the given options.

1. Quaker Chewy is a good brand of breakfast bars. Mean - 3.4, Std. Dev. - 1.1
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 5 (7.4%)	n = 33 (48.5%)	n = 21 (30.9%)	n = 6 (8.8%)	n = 0 (0.0%)
2. I would eat Quaker Chewy breakfast bars as a substitute for a meal. Mean - 2.4, Std. Dev. - 1.3
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 4 (6.3%)	n = 13 (19.1%)	n = 11 (16.2%)	n = 23 (33.8%)	n = 13 (19.1%)
3. I do not like the taste of Quaker Chewy breakfast bars. Mean - 3.4, Std. Dev. - 1.2
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 2 (2.9%)	n = 6 (8.8%)	n = 16 (23.5%)	n = 32 (47.1%)	n = 8 (11.8%)
4. Quaker Chewy breakfast bars are ideal for on-the-go lifestyles. Mean - 3.4, Std. Dev. - 1.1
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 5 (7.4%)	n = 30 (44.1 %)	n = 23 (33.8%)	n = 7 (10.3%)	n = 0 (0.0%)
5. I feel that Quaker Chewy breakfast bars are not healthy. Mean - 3.2, Std. Dev. - 1.1
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1 (1.5%)	n = 9 (13.2%)	n = 26 (38.2%)	n = 26 (38.2%)	n = 3 (4.4%)
6. Quaker Chewy breakfast bars are inexpensive. Mean - 3.0, Std. Dev. - 1.0
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 2 (2.9%)	n = 16 (23.5%)	n = 37 (54.4%)	n = 9 (13.2%)	n = 0 (0.0%)
7. I would eat Quaker Chewy breakfast bars. Mean - 3.7, Std. Dev. - 1.2
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 14 (20.6%)	n = 36 (52.9%)	n = 9 (13.2%)	n = 6 (8.8%)	n = 0 (0.0%)
8. Quaker Chewy breakfast bars have no nutritional value. Mean - 3.3, Std. Dev. - 1.2
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 0 (0.0%)	n = 8 (11.8%)	n = 24 (35.3%)	n = 26 (38.2%)	n = 6 (8.8%)
9. Quaker Chewy breakfast bars are a good breakfast option. Mean - 2.9, Std. Dev. 1.3
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 4 (6.3%)	n = 21 (30.9%)	n = 18 (26.5%)	n = 17 (25.0%)	n = 3 (4.4%)
10. I prefer the Quaker Chewy breakfast bars over other brands of breakfast bars. Mean - 2.9, Std. Dev. - 1.3
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 6 (8.8%)	n = 17 (25.0%)	n = 22 (32.4%)	n = 13 (19.1%)	n = 7 (10.3%)
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For the following questions, please indicate how strongly you feel about Kellogg's Nutri-Grain breakfast bars by selecting one of the given options.

1. Kellogg's Nutri-Grain is a good brand of breakfast bars. Mean - 3.6, Std. Dev. 0.8
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 6 (8.8%)	n = 37 (54.4%0	n = 20 (29.4%)	n = 4 (6.3%)	n = 0 (0.0%)
2. I would eat Kellogg's Nutri-Grain breakfast bars as a substitute for a meal. Mean - 2.8, Std. Dev. - 1.2
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 4 (6.3%)	n = 17 (25.0%)	n = 17 (25.0%)	n = 19 (27.9%)	n = 10 (14.7%)
3. I do not like the taste of Kellogg's Nutri-Grain breakfast bars. Mean - 3.4, Std. Dev. - 1.1
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 2 (2.9%)	n = 8 (11.8%)	n = 21 (30.9%)	n = 26 (38.2%)	n = 9 (13.2%)
4. Kellogg's Nutri-Grain breakfast bars are ideal for on-the-go lifestyles. Mean - 3.5, Std. Dev. - 0.9
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 3 (4.4%)	n = 38 (55.9%)	n = 21 (30.9%)	n = 4 (6.3%)	n = 1 (1.5%)
5. I feel that Kellogg's Nutri-Grain breakfast bars are not healthy. Mean - 3.4, Std. Dev. - 0.9
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1 (1.5%)	n = 6 (8.8%)	n = 27 (39.7%)	n = 29 (42.6%)	n = 4 (6.3%)
6. Kellogg's Nutri-Grain breakfast bars are inexpensive. Mean - 2.9, Std. Dev. - 0.9
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 2 (2.9%)	n = 11 (16.2%)	n = 41 (60.3%)	n = 10 (14.7%)	n= 1 (1.5%)
7. I would eat Kellogg's Nutri-Grain breakfast bars. Mean - 3.7, Std. Dev. - 1.0
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 10 (14.7%)	n = 35 (51.5%)	n = 16 (23.5%)	n = 4 (6.3%0	n = 2 (2.9%)
8. Kellogg's Nutri-Grain breakfast bars have no nutritional value. Mean - 3.5, Std. Dev. - 0.9
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1 (1.5%)	n = 4 (6.3%)	n = 25 (36.8%)	n = 32 (47.1%)	n = 5 (7.4%)
9. Kellogg's Nutri-Grain breakfast bars are a good breakfast option. Mean - 3.3, Std. Dev. - 1.1
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 6 (8.8%)	n = 30 (44.1%)	n = 19 (27.9%)	n = 7 (10.3%)	n = 5 (7.4%)
10. I prefer the Kellogg's Nutri-Grain breakfast bars over other brands of breakfast bars. Mean - 2.8, Std. Dev. - 1.1
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 6 (8.8%)	n = 9 (13.2%)	n = 29 (42.6%)	n = 16 (23.5%)	n = 7 (10.3%)
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Section VII

Please think about what the advertisements said about each brand and consider which descriptors apply without looking back at the ads. Click the box for every statement you believe to be true of the ad. If you do not think the word or phrase describes the ad, do not click the box. Please click all boxes that apply.

	Nature Valley	Quaker Chewy	Kellogg's Nutri-Grain
Boring	n = 25 (36.8%)	n = 25 (36.8%)	n = 18 (26.5%)
Informative	n = 4 (5.9%)	n = 40 (58.8%)	n = 10 (14.7%)
Hard to believe	n = 12 17.6%)	n = 8 (11.8%)	n = 13 (19.1%)
Memorable	n = 21 (30.9%)	n = 10 (14.7%)	n = 21 (30.9%)
Different/unique	n = 23 (33.8%)	n = 4 (5.9%)	n = 32 (47.1%)

Important	n = 2 (2.9%)	n = 12 (17.6%)	n = 4 (5.9%)
Confusing	n = 16 (23.5%)	n = 3 (4.4%)	n = 9 (13.2%)
Creative	n = 21 (30.9%)	n = 5 (7.4%)	n = 34 (50.0%)
Common/ordinary	n = 22 (32.4%)	n = 37 (54.4%)	n = 17 (25.0%)
Easy to understand	n = 21 (30.9%)	n = 43 (63.2%)	n = 29 (42.6%)

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Section VIII

Again, using your recall for the advertisements for each brand of breakfast bars, please answer "Yes" or "No" for the following questions.


After seeing the ad for Nature Valley breakfast bars, I believe:
	Yes	No
This ad was annoying. Yes - 14 (20.6%), No - 54 (79.4%)
This ad contained useful information. Yes - 13 (19.1%), No - 55 (80.9%)
This ad was believable. Yes - 27 (39.7%), No - 41 (60.3%)
This ad would be easy to remember. Yes - 30 (44.1%), No - 38 (55.9%)
This ad would catch my attention if it was in a magazine. Yes - 30 (44.1%), No - 38 (55.9%)

This ad made me think differently about breakfast bars. Yes - 7 (10.3%), No - 61 (89.7%)
This ad would appeal to women more than men. Yes - 37 (54.4%), No - 31 (45.6%)
I would like to see this ad again. Yes - 15 (22.1%), No - 53 (77.9%)
This ad would be easy to forget. Yes - 40 (58.8%), No - 28 (41.2%)
This ad taught me something new about breakfast bars. Yes - 0 (0.0%), No - 68 (100.0%)

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After seeing the ad for Quaker Chewy breakfast bars, I believe:
	Yes	No
This ad was annoying. Yes - 10 (14.7%), No - 58 (85.3%)
This ad contained useful information. Yes - 43 (63.2%), No - 25 (36.8%)
This ad was believable. Yes - 49 (72.1%), No - 19 (27.9%)
This ad would be easy to remember. Yes - 28 (41.2%), No - 40 (58.8%)
This ad would catch my attention if it was in a magazine. Yes - 24 (35.3%), No - 44 (64.7%)

This ad made me think differently about breakfast bars. Yes - 17 (25.0%), No - 51 (75.0%)
This ad would appeal to women more than men. Yes - 33 (48.5%), No - 35 (51.5%)
I would like to see this ad again. Yes - 14 (20.6%), No - 54 (79.4%)
This ad would be easy to forget. Yes - 38 (55.9%), No - 30 (44.1%)
This ad taught me something new about breakfast bars. Yes - 24 (35.3%), No - 44 (64.7%)

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After seeing the ad for Kellogg's Nutri-Grain breakfast bars, I believe:
	Yes	No
This ad was annoying. Yes - 22 (32.4%), No - 46 (67.6%)
This ad contained useful information. Yes - 21 (30.9%), No - 47 (69.1%)
This ad was believable. Yes - 27 (39.7%), No - 41 (60.3%)
This ad would be easy to remember. Yes - 37 (54.4%), No - 31 (45.6%)
This ad would catch my attention if it was in a magazine. Yes - 35 (51.5%), No - 33 (48.5%)

This ad made me think differently about breakfast bars. Yes - 7 (10.3%), No - 61 (89.7%)
This ad would appeal to women more than men. Yes - 15 (22.1%), No - 53 (77.9%)
I would like to see this ad again. Yes - 17 (25.0%), No - 51 (75.0%)
This ad would be easy to forget. Yes - 34 (50.0%), No - 34 (50.0%)
This ad taught me something new about breakfast bars. Yes - 6 (8.8%), No - 62 (91.2%)

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Section IX

In order to effectively evaluate the survey responses, please answer the following demographic and related questions. All of your answers will remain strictly confidential.

What is your sex?
Male - 37 (54.4%), Female - 31 (45.6%)
What is your age?
18-25yrs - 29 (42.6%), 26-35yrs - 19 (27.9%), 36-45yrs - 12 (17.6%), 46-55yrs - 5 (7.4%), 56-65yrs - 3 (4.4%), 66+yrs - 0 (0.0%)
What is your highest level of education?
Grade school - 1 (1.5%), High school - 9 (13.2%), Bachelors - 42 (61.8%), Masters - 12 (17.6%), Doctorate - 4 (5.9%)
In the past month, how many times did you purchase breakfast bars?
0 times - 28 (41.2%), 1-3 times - 32 (47.1%), 4-6 times - 6 (8.8%), 7+ times - 2 (2.9%)
How many times per week do you eat breakfast?
0 times - 6 (8.8%), 1-2 times - 11 (16.2%), 3-4 times - 14 (20.6%), 5-6 times - 8 (11.8%), everyday - 28 (41.2%)
How many times per week do you exercise?
0 times - 7 (10.3%), 1-2 times - 25 (36.8%), 3-4 times - 22 (32.4%), 5-6 times - 10 (14.7%), everyday - 4 (5.9%)
Please add any additional comments:

Various Answers

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