Appendix B
The following is the original online survey as the respondents saw it.
Click to see the survey.
Brand Preference Survey
Hi, my name is Sarah and welcome to my online survey about consumer brand preferences. In 10 short minutes, you'll help me get through my graduate research class and put me one step closer to graduating just by simply completing this survey. All answers and information will be kept strictly confidential and used only for educational purposes at the University of Texas at Austin.
Thanks for your help! Hook 'em Horns!
Click here to continue
Listed below are three brands of beer. Please divide 10 points among these three beer products showing how likely you would be to buy each brand.
(Please use only whole numbers such as 0, 5, or 9. Do not use fractions or decimals such as 1/3 or 4.8)
Listed below are three brands of wine. Please divide 10 points among these three wine products showing how likely you would be to buy each brand.
Listed below are three brands of flavored vodka. Please divide 10 points among these three vodka products showing how likely you would be to buy each brand.
Click here to view the ads
Copy:
"Mix it up with Ruby Red
Discover the refreshment of grapefruit.
Absolut Ruby Red, Country of Sweden
Immerse yourself in the refreshing taste of zesty grapefruit, blended with vodka distilled from grain grown in the rich fields of southern Sweden. The distilling and flavoring of vodka is an age-old Swedish tradition dating back more than 400 years. Vodka has been sold under the name Absolut since 1879.
40% ALC./VOL. (80 PROOF) 1 LITER
IMPORTED
GRAPEFRUIT FLAVORED VODKA, PRODUCED AND BOTTLED IN AHUS, SWEDEN, V&S VIN&SPRIT AB (PUBL)"
Next ad
THE WORLD'S BEST COSMOPOLITAN STARTS WITH GREY GOOSE L'ORANGE.
GREY GOOSE
World's Best Tasting Vodka
GREY GOOSE L'Orange
PRODUCED AND BOTTLED IN FRANCE
ORANGE FLAVORED VODKA , 40% ALC./VOL. 750ML
SIP RESPONSIBLY
www.greygoosevodka.com
Introducing NEW Stoli Blueberi!
STOLICHNAYA
Stoli Blueberi
BLUEBERRY FLAVORED RUSSIAN VODKA
FROM THE MAKERS OF THE WORLD'S BEST VODKA*
BEST CHILLED, STOLI, GENUINE RUSSIAN VODKA
DRINK RESPONSIBLY
Now that you have seen the ads, your opinion of the three brands of flavored vodka may or may not have changed. Again, please divide 10 points among these three vodka products showing how likely you would be to buy each brand.
Yes No
If you answered No, please click here to continue.
If you answered Yes, which brand do you feel most strongly about?
Absolut Ruby Red Grey Goose L'Orange Stoli Blueberi
Do you feel more or less favorably towards the brand?
More Less
Please briefly describe what influenced you.
For the following statements, please indicate how strongly you feel about Absolut Ruby Red by selecting one of the given options.
1. Absolut Ruby Red is a good brand of flavored vodka.
2. I don't like the taste of Absolut Ruby Red.
3. Absolut Ruby Red is better than other flavored vodkas.
4. I would drink Absolut Ruby Red.
5. Absolut Ruby Red is too expensive.
6. Absolut Ruby Red fits my lifestyle.
7. I would order Absolut Ruby Red at a bar/restaurant.
8. Absolut is a brand I trust.
9. I enjoy drinking Absolut Ruby Red.
10. Absolut Ruby Red is just like any other flavored vodka.
For the following statements, please indicate how strongly you feel about Grey Goose L'Orange by selecting one of the given options.
1. Grey Goose L'Orange is a good brand of flavored vodka.
2. I don't like the taste of Grey Goose L'Orange.
3. Grey Goose L'Orange is better than other flavored vodkas.
4. I would drink Grey Goose L'Orange.
5. Grey Goose L'Orange is too expensive.
6. Grey Goose L'Orange fits my lifestyle.
7. I would order Grey Goose L'Orange at a bar/restaurant.
8. Grey Goose is a brand I trust.
9. I enjoy drinking Grey Goose L'Orange.
10. Grey Goose L'Orange is just like any other flavored vodka.
For the following statements, please indicate how strongly you feel about Stoli Blueberi by selecting one of the given options.
1. Stoli Blueberi is a good brand of flavored vodka.
2. I don't like the taste of Stoli Blueberi.
3. Stoli Blueberi is better than other flavored vodkas.
4. I would drink Stoli Blueberi.
5. Stoli Blueberi is too expensive.
6. Stoli Blueberi fits my lifestyle.
7. I would order Stoli Blueberi at a bar/restaurant.
8. Stoli is a brand I trust.
9. I enjoy drinking Stoli Blueberi.
10. Stoli Blueberi is just like any other flavored vodka.
Below are words that can be used to describe the ads you saw earlier. Without going back to the ads, please check the boxes for every word/statement you believe to be true about each ad. If you don't think the word/statement describes the ad, don't check the box.
After seeing the ad for Absolut Ruby Red, I believe:
This ad was annoying.
This ad contained useful information.
This ad was believable.
This ad would be easy to remember.
This ad would catch my attention if it was in a magazine.
This ad made me think differently about flavored vodka.
This ad would appeal to young adults (age 21-30).
I would like to see this ad again.
This ad would be easy to forget.
This ad taught me something new about flavored vodka.
After seeing the ad for Grey Goose L'Orange, I believe:
After seeing the ad for Stoli Blueberi, I believe:
In order to effectively evaluate the survey responses, please answer the following demographic and related questions.
All of your answers will be kept strictly confidential.
What is your gender? Select Male Female
What is your age? Select under 18 18-20 21-25 26-30 31-35 36-45 46-55 over 55
Where do you live?
What is your highest education level completed? Select some high school high school some college college post graduate other
How many times a month do you drink alcohol?
How many times a month do you drink flavored vodka?
Would you like to add any additional comments?