Executive Summary

The purpose of this survey was to determine consumer brand preference through copy testing for three brands of flavored vodka. The three brands of vodka were Absolut Ruby Red, Grey Goose L’Orange, and Stoli Blueberi. This study determined initial brand preference, the common attributes associated with each brand, and the effects of the print ads on brand preference.

The survey was conducted through an online questionnaire (Appendix B). Respondents were solicited through email and were asked to pass the survey link on to others. In all, there were 61 respondents that completed the survey. Their results were then collected into a database and analyzed using statistics software program SPSS. Five different analyses were conducted in SPSS: basic statistics, multiple regression analysis, discriminant analysis, ANOVA/MANOVA, and factor analysis.

The analyses revealed only a slight brand preference for Grey Goose, although the Absolut ad had a slightly more positive effect on post-ad brand index scores. The overall trend showed all three brands grouped closely together. A more detailed report can be found in the Analysis section.