THREE BRANDS OF BREAKFAST BARS
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EXECUTIVE SUMMARY
The purpose of this study was to determine consumers’ brand preferences for three brands of breakfast bars: Nature Valley, Quaker Chewy, and Kellogg’s Nutri-Grain. This was accomplished through measuring respondents’ purchase intent of the three brands of breakfast bars from pre- to post-exposure of print advertisements for each brand. Brand preferences were also established from respondents’ attitudes towards the brands and the corresponding advertisements.
Potential respondents were contacted through an email and asked to fill out the online survey. Successfully submitted surveys were collected into a database with a total sample size of sixty-eight individuals. Due to time constraints there was no control group to compare with the convenience sample of respondents.
Through a statistics software program, SPSS, several statistics techniques were used to analyze the collected data, including the calculation of basic statistics, regression analysis, discriminant analysis, ANOVA and MANOVA, and factory analysis. Throughout all of the different analysis, there was not a brand that stood out significantly from the other two. However, there was a slightly more positive attitude toward the Nature Valley brand and its corresponding advertisement.