Summary
The purpose of this study was to use copy-testing to analyze consumer preferences for three brands of flavored vodka (Absolut Ruby Red, Grey Goose L’Orange, and Stoli Blueberi) as well as the effects of print advertisements for these brands on consumer preferences. Sixty-one people completed the online survey. The results were sent to a Coldfusion database and then retrieved using MS Access. SPSS was then used to perform various statistical analyses including frequency counting, between group t-tests, discriminant analysis, regression analysis, ANOVA/MANOVA, factor analysis, and several others reported in Analysis and Conclusions. All statistical analyses used p < .15 as significant, meaning that if significant, in 85 or more samples out of every 100 drawn from the same population as this sample, it would be expected that the results would be the same.
Implications:
Grey Goose has the highest brand index score among the three brands (31.6). This indicates that the respondents view the brand Grey Goose more highly than the brands Absolut and Stoli. Stoli was the brand viewed lowest of the three (29.5). Although, it was only slightly lower than Absolut (30.3). This indicates that consumers feel similar about the two brands.
The brand Absolut has a positive, moderate correlation at 0.6 between the respondents’ opinion of the brand and their opinion of the brand’s ad. If the points were to be plotted on a scatter plot, 32.7% of them would be close to the sample regression line.
The brand Grey Goose has a positive, moderate correlation at 0.6 between the respondents’ opinion of the brand and their opinion of the brand’s ad. If the points were to be plotted on a scatter plot, 35.1% of them would be close to the sample regression line.
The brand Stoli did not have a significant correlation between the respondents’ opinion of the brand and their opinion of the brand’s ad.
In the ANOVA analysis, there was a slight difference in mean score of Absolut Ruby Red as a good brand among males (3.8) and females (4.0) whose brand score increased after ad exposure. There was also a slight difference in mean score of males (3.8) and females (3.5) whose brand score decreased after ad exposure. However, there was a notable difference in mean score between males (2.1) and females (3.8) whose scores stayed the same after ad exposure. This indicates that females were more likely to have the same higher opinion and males the same lower opinion of the brand Absolut after exposure to the ad.
Also notable was the difference between the females’ mean scores of the up movers and down movers for the Likert item “Would Drink” 4.2 and 2.6 respectively and also for the Likert item “Would Order” 3.9 and 2.5 respectively. Overall, the mean scores show a high opinion of the brand Absolut after ad exposure. They also reflect that while there’s a high opinion of the brand, especially with the females, but it doesn’t show that many of the respondents would order or drink it.
There wasn’t one brand that had a significantly higher brand attitude score. The difference between the highest and lowest scores was only 0.3. The results indicate that respondents showed the most favorable attitude towards Grey Goose, but only slightly more than Absolut and Stoli. A paired t-test was run in order to determine the significance of these brand attitude scores. All three t-ratios were found to be significant.
Limitations:
There were a number of limitations in this study. A convenience sample was used instead of a random sample due to time and money restraints. The sample size was relatively small at 61 respondents, and there was no control group.