Round one is waiting for you...

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Round 1

These questions ask you to recall the last time you bought a specific product. Please list the brand of the product that you most recently purchased in the space provided. If you have not bought any of these products, please list the brand name that first comes to mind.

1a.

The last time you purchased rum, what brand did you purchase?

Bacardi: n=29 (48.3%)

Captain Morgan: n=10 (16.6%)

Cruzan: n=9 (15.0%)

All others: n=12 ( 20.0%)

1b.

The last time you purchased wine, what brand did you purchase?

Yellow Tail: n=17 (28.3%)

Berringer: n=5 (8.3%)

Messina Hof: n=5 (8.3%)

All others: n= 33 (55.0%)

1c.

The last time you purchased beer, what brand did you purchase?

Coors: n=8 (13.3%)

Budweiser, Heineken, & Miller: n=7 each (11.6% each or 35%total)

All others: n= 31 (51.6%)

 

On to round 2...

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Round 2

Below there are three brands listed for each beverage catagory. Please divide 10 points among the three brands based on how likely you would be to purchase that brand. The higher the number, the more likely you are to purchase the brand.

 

+ Each column should total 10 points.

 

2a.
Rum
   2b.
Wine
   2c.
Beer
  
 

Bacardi

n=60

M=5.2

SD=2.5
 
Robert Mondavi

n=60

M=3.5

SD=2.4
 
Corona

n=60

M=4.7

SD=2.5
 

Cruzan

n=60

M=5.2

SD=2.5
 
Yellow Tail

n=60

M=4.6

SD=2.5
 
Dos Equis

n=60

M=3.4

SD=2.0
 
Malibu

n=60

M=2.7

SD=2.0
 
Franzia

n=60

M=1.9

SD=2.5
 
Negro Modelo

n=60

M=2.2

SD=1.9
 
Total
10
  
Total
10
  
Total
10

 

Round 3 is fun...

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Round 3

In this part of the survey you will see three different advertisements for imported Mexican beer. Please view and read each ad one at a time. Spend about 15 to 20 seconds viewing each ad before moving on to the next.

Please do not go back and look at the previous ads.

You will not have to remember specific details to answer the following questions.

 

See the suds...

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Spend about 15 to 20 seconds viewing this ad before moving on to the next.

See more suds...

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Spend about 15 to 20 seconds viewing this ad before moving on to the next.

Please do not go back and look at the previous ad.

See more suds...

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Spend about 15 to 20 seconds viewing this ad before moving on to the next.

Please do not go back and look at the previous ads.

Next round!

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Round 4

Now that you have seen the ads, please divide 10 points among the brands based on how likely you would be to purchase that brand. The ads may have reminded you of brand characteristics or you may have learned something you never knew about the brand. Your answers may vary or remain the same as your previous answers.

 

Corona

n=60

M=5.5

SD=2.5
Dos Equis

n=60

M=2.9

SD=2.1
Negro Modelo

n=60

M=1.7

SD=1.5
Total
10

 

Round 5 is coming at you...

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Round 5

 

Please answer the following questions regarding your impressions of the ads.

5a. Do you feel differently about any of the brands as a result of viewing the ads?

Yes

n=27 (45.0%)
No

n=33 (55.5%)

 

If you answered "No" please click here to go to the next section.

5b. Which brand do you feel most differently about?

Corona

n=8 (13.3%)

Dos Equis

n=15 (25.0%)

Negro Modelo

n=8 (13.3%)

 

5c. Do you feel more or less favorable to it?

More favorable

n=21 (35.0%)

Less favorable

n=10 (16.7%)

 

 


5d. Please take a brief moment to describe what made you feel this way.

 

 

On to round 6...

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Round 6 ~ Corona

For the following questions, please indicate how you feel about

Corona by selecting one of the options below for each question.

 

1. Corona is a good beer. n=60, mean=4.0, standard deviation=0.8
Strongly Agree

n=15 (25.0%)
Agree

n=32 (53.3%)
Neither Agree nor Disagree

n=11 (18.3%)
Disagree

n=2 (3.3%)
Strongly Disagree

n=0 (0.0%)
2. Corona tastes good. n=60, mean=3.9, standard deviation=0.8
Strongly Agree

n=10(16.7%)
Agree

n=39 (65.0%)
Neither Agree nor Disagree

n=7 (11.7%)
Disagree

n=4 (6.7%)
Strongly Disagree

n=0 (0.0%)
3. Corona is a high-end beer. n=60, mean=3.2, standard deviation=1.0
Strongly Agree

n=5 (8.3%)
Agree

n=20 (33.3%)
Neither Agree nor Disagree

n=20 (33.3%)
Disagree

n=14 (23.3%)
Strongly Disagree

n=1 (1.7%)
4. Corona is for people who know a lot about beer. n=60, mean=2.7, standard deviation=1.0

Strongly Agree

n=3 (5.0%)
Agree

n=15 (25.0%)

Neither Agree nor Disagree

n=24 (40.0%)

 

Disagree

n=21 (35.0%)

Strongly Disagree

n=4 (6.7%)
5. I would prefer another brand of beer over Corona. n=60, mean=3.8, standard deviation=1.1

Strongly Agree

n=17 (28.3%)

Agree

n=20 (33.3%)

Neither Agree nor Disagree

n=15 (25.0%)

Disagree

n=7 (11.7%)
Strongly Disagree n=1 (1.7%)
6. Corona is too expensive for me. n=60, mean=2.5 standard deviation=0.8

Strongly Agree

n=1 (1.7%)

Agree

n=4 (6.7%)

Neither Agree nor Disagree

n=25 (41.7%)

Disagree

n=25 (41.7%)

Strongly Disagree

n=5 (8.3%)
7. Corona has a bad aftertaste. n=60, mean=2.7, standard deviation=0.8

Strongly Agree

n=2 (3.3%)

Agree

n=4 (6.7%)

Neither Agree nor Disagree

n=27 (45.0%)

Disagree

n=25 (41.7%)

Strongly Disagree

n=2 (3.3%)

8. Corona is a cool/trendy beer. n=60, mean=3.6, standard deviation=0.8

Strongly Agree

n=3 (5.0%)

Agree

n=34 (56.7%)

Neither Agree nor Disagree

n=18 (30.0%)

Disagree

n=4 (6.7%)

Strongly Disagree

n=1 (1.7%)

9. Corona is a well-established brand of beer. n=60, mean=4.1, standard deviation=0.5

Strongly Agree

n=9 (15.0%)

Agree

n=47 (78.3%)

Neither Agree nor Disagree

n=4 (6.7%)

Disagree

n=0

Strongly Disagree

n=0
10. I would consider buying Corona the next time I buy beer. n=60, mean=3.5, standard deviation=1.0

Strongly Agree

n=9 (15.0%)

Agree

n=26 (43.3%)

Neither Agree nor Disagree

n=12 (20.0%)

Disagree

n=12 (20.0%)

Strongly Disagree

n=1 (1.7%)

 

To the next beer...

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Round 6 ~ Dos Equis

For the following questions, please indicate how you feel about

Dos Equis by selecting one of the options below for each question.

 

1. Dos Equis is a good beer. n=60, mean=3.7, standard deviation=0.8

Strongly Agree

n=8 (13.3%)

Agree

n=32 (53.3%)

Neither Agree nor Disagree

n=16 (26.7%)

Disagree

n=4 (6.7%)

Strongly Disagree

n=0
2. Dos Equis tastes good. n=60, mean=3.7, standard deviation=0.8

Strongly Agree

n=9 (15.0%)

Agree

n=28 (46.7%)

Neither Agree nor Disagree

n=20 (33.3%)

Disagree

n=2 (3.3%)

Strongly Disagree

n=1 (1.7%)

3. Dos Equis is a high-end beer. n=60, mean=3.2, standard deviation=0.9

Strongly Agree

n=4 (6.7%)

Agree

n=15 (25.0%)

Neither Agree nor Disagree

n=29 (48.3%)

Disagree

n=11 (18.3%)

Strongly Disagree

n=1 (1.7%)
4. Dos Equis is for people who know a lot about beer. n=60, mean=3.0, standard deviation=0.9

Strongly Agree

n=3 (5.0%)

Agree

n=11 (18.3%)

Neither Agree nor Disagree

n=30 (50.0%)

Disagree

n=12 (20.0%)

Strongly Disagree

n=4 (6.7%)

5. I would prefer another brand of beer over Dos Equis. n=60, mean=3.6, standard deviation=1.0

Strongly Agree

n=9 (15.0%)

Agree

n=27 (45.0%)

Neither Agree nor Disagree

n=15 (25.0%)

Disagree

n=7 (11.7%)

Strongly Disagree

n=2 (3.3%)
6. Dos Equis is too expensive for me. n=60, mean=2.5, standard deviation=0.7

Strongly Agree

n=0

Agree

n=3 (5.0%)

Neither Agree nor Disagree

n=28 (46.7%)

Disagree

n=26 (43.3%)

Strongly Disagree

n=3 (5.0%)
7. Dos Equis has a bad aftertaste. n=60, mean=2.6, standard deviation=0.6

Strongly Agree

n=0

Agree

n=3 (5.0%)

Neither Agree nor Disagree

n=30 (50.0%)

Disagree

n=25 (41.7%)

Strongly Disagree

n=2 (3.3%)

8. Dos Equis is a cool/trendy beer. n=60, mean=3.3, standard deviation=0.8

Strongly Agree

n=1 (1.7%)

Agree

n=25 (41.7%)

Neither Agree nor Disagree

n=26 (43.3%)

Disagree

n=7 (11.7%)

Strongly Disagree

n=1 (1.7%)
9. Dos Equis is a well-established brand of beer. n=60, mean=3.8, standard deviation=0.6

Strongly Agree

n=4 (6.7%)

Agree

n=41 (68.3%)

Neither Agree nor Disagree

n=12 (20.0%)

Disagree

n=3 (5.0%)

Strongly Disagree

n=0
10. I would consider buying Dos Equis the next time I buy beer. n=60, mean=3.4, standard deviation=1.0

Strongly Agree

n=8 (13.3%)

Agree

n=23 (38.3%)

Neither Agree nor Disagree

n=15 (25.0%)

Disagree

n=13 (21.7%)

Strongly Disagree

n=1 (1.7%)

 

To the next beer...

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Round 6 ~ Negro Modelo

For the following questions, please indicate how you feel about

Negro Modelo by selecting one of the options below for each question.

 

1. Negro Modelo is a good beer. n=60, mean=3.4, standard deviation=0.8

Strongly Agree

n=6 (10.0%)

Agree

n=19 (31.7%)

Neither Agree nor Disagree

n=30 (50.0%)

Disagree

n=4 (6.7%)

Strongly Disagree

n=1 (1.7%)
2. Negro Modelo tastes good. n=60, mean=3.4, standard deviation=0.9

Strongly Agree

n=6 (10.0%)

Agree

n=18 (30.0%)

Neither Agree nor Disagree

n=30 (50.0%)

Disagree

n=4 (6.7%)

Strongly Disagree

n=2 (3.3%)

3. Negro Modelo is a high-end beer. n=60, mean=3.2, standard deviation=0.7

Strongly Agree

n=3 (5.0%)

Agree

n=13 (21.7%)

Neither Agree nor Disagree

n=37 (61.7%)

Disagree

n=6 (10.0%)

Strongly Disagree

n=1 (1.7%)
4. Negro Modelo is for people who know a lot about beer. n=60, mean=3.1, standard deviation=0.8

Strongly Agree

n=4 (6.7%)

Agree

n=9 (15.0%)

Neither Agree nor Disagree

n=35 (58.3%)

Disagree

n=11 (18.3%)

Strongly Disagree

n=1 (1.7%)

5. I would prefer another brand of beer over Negro Modelo. n=60, mean=3.5, standard deviation=1.0

Strongly Agree

n=9 (15.0%)
Agree
n=17 (28.3%)

 

Neither Agree nor Disagree

n=29 (48.3%)

Disagree

n=3 (5.0%)

Strongly Disagree

n=2 (3.3%)
6. Negro Modelo is too expensive for me. n=60, mean=2.6, standard deviation=0.8

Strongly Agree

n=0
Agree

n=4 (6.7%)

Neither Agree nor Disagree

n=35 (58.3%)

Disagree

n=16 (26.7%)

Strongly Disagree

n=4 (6.7%)

7. Negro Modelo has a bad aftertaste. n=60, mean=2.8, standard deviation=0.8

Strongly Agree

n=1 (1.7%)

Agree

n=4 (6.7%)

Neither Agree nor Disagree

n=40 (66.7%)

Disagree

n=12 (20.0%)

Strongly Disagree

n=3 (5.0%)
8. Negro Modelo is a cool/trendy beer. n=60, mean=3.1, standard deviation=0.8

Strongly Agree

n=3 (5.0%)

Agree

n=13 (21.7%)

Neither Agree nor Disagree

n=33 (55.0%)

Disagree

n=10 (16.7%)

Strongly Disagree

n=1 (1.7%)
9. Negro Modelo is a well-established brand of beer. n=60, mean=3.3, standard deviation=1.0

Strongly Agree

n=2 (3.3%)

Agree

n=26 (43.3%)

Neither Agree nor Disagree

n=24 (40.0%)

Disagree

n=5 (8.3%)

Strongly Disagree

n=3 (5.0%)
10. I would consider buying Negro Modelo the next time I buy beer. n=60, mean=2.9, standard deviation=1.1

Strongly Agree

n=5 (8.3%)

Agree

n=12 (20.0%)

Neither Agree nor Disagree

n=25 (41.7%)

Disagree

n=10 (16.7%)

Strongly Disagree

n=8 (13.3%)

 

On to round 7!

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Round 7

Please check the box if you find the statement to be true for the ads you just saw. Check all that apply.

 

Statement
Corona
Dos Equis
Negro Modelo
Boring
n=10 (16.7%)
n=17 (28.3%)
n=34 (56.7%)
Informative
n=2 (3.3%)
n=10 (16.7%)
n=13 (21.7%)
Hard to Believe
n=4 (6.7%)
n=6 (10.0%)
n=4 (6.7%)
Memorable
n=45 (75.0%)
n=29 (48.3%)
n=7 (11.7%)
Different/Unique
n=40 (66.7%)
n=26 (43.3%)
n=11 (18.3%)
Important
n=1 (1.7%)
n=1 (1.7%)
n=2 (3.3%)
Confusing
n=2 (3.3%)
n=16 (26.7%)
n=12 (20.0%)
Creative
n=42 (70.0%)
n=26 (43.3%)
n=9 (15.0%)
Ordinary/Common
n=14 (23.3%)
n=12 (20.0%)
n=25 (41.7%)
Easy to Understand
n=49 (81.7%)
n=27 (45.0%)
n=22 (36.7%)

 

Only two more rounds to go!

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Round 8

Without reviewing the ads a second time, please answer the following questions about the impression the ads made on you by answering "YES" or "NO" for each beer.

 

 
Corona
  
Dos Equis
 
Negro Modelo
 
YES
NO
  
YES
NO
  
YES
NO
1. I would easily forget this ad.

n=16 (26.7%)

n=44 (73.3%)

 

n=32 (53.3%)

n=28 (46.7%)

 

n=49 (81.7%)

n=11 (18.3%)

2. This ad was annoying.

n=4 (6.7%)

n=56 (93.3%)

 

n=18 (30.0%)

n=42 (70.0%)

 

n=18 (30.0%)

n=42 (70.0%)

3. This ad would appeal to young people.

n=52 (86.7%)

n=8 (13.3%)

  

n=21 (35.0%)

n=39 (65.0%)

 

n=10 (16.7%)

n=50 (83.3%)

4. This ad made me feel differently about beer.

n=7 (11.7%)

n=53 (88.3%)

 

n=9 (15.0%)

n=51 (85.0%)

 

n=2 (3.3%)

n=58 (96.7%)

5. This ad would catch my attention if I saw it in a magazine.

n=47 (78.3%)

n=13 (21.7%)

 

n=30 (50.0%)

n=30 (50.0%)

 

n=12 (20.0%)

n=48 (80.0%)

6. This ad contained useful information.

n=5 (8.3%)

n=55 (91.7%)

 

n=8 (13.3%)

n=52 (86.7%)

 

n=8 (13.3%)

n=52 (86.7%)

7. I would like to see this ad again.

n=40 (66.7%)

n=20 (33.3%)

 

n=24 (40.0%)

n=36 (60.0%)

 

n=7 (11.7%)

n=53 (88.3%)

8. This ad would appeal to older people.

n=40 (66.7%)

n=20 (33.3%)

 

n=40 (66.7%)

n=20 (33.3%)

 

n=34 (56.7%)

n=26 (43.3%)

9. I learned something new about beer from this ad.

n=1 (1.7%)

n=59 (98.3%)

 

n=3 (5.0%)

n=57 (95.0%)

 

n=5 (8.3%)

n=55 (91.7%)

10. This ad would be easy to remember.

n=50 (83.3%)

n=10 (16.7%)

 

n=27 (45.0%)

n=33 (55.0%)

  

n=14 (23.3%)

n=46 (76.7%)

 

Last call!

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Round 9

These are the final questions of this survey! In order to evaluate the survey effectively, please answer the questions below. As I promised earlier, all your answers will remain strictly confidential.

 

What is your gender?

Male: n=29 (48.3%)

Female: n=31 (51.7%)
What is your age?

21-24: n=20 (33.3%)

25-29: n=25 (41.7%)

30-35: n=1 (1.7%)

35-39: n=4 (6.7%)

40-44: n=0 (0%)

45-49: n=1 (1.7%)

50-54: n=1 (1.7%)

55-59: n=5 (8.3%)

60-64: n=2 (3.3%)

65+: n=1 (1.7%)
What is your highest level of completed education?

Some Highschool n=0 (0%)

GED n=0 (0%)

High School Diploma n=2 (3.3%)

Some College n=9 (15.0%)

Bachelor's Degree n=32 (53.3%)

Some Graduate n=4 (6.7%)

Graduate Degree n=10 (16.7%)

PhD n=3 (5.0%)
How much beer do you drink a week?

I don't drink beer n=5 (8.3%)

Less than 1 serving n=12 (20%)

1-4 servings n=25 (41.7%)

5-8 servings n=10 (16.7%)

9-12 servings n=3 (5.0%)

13-16 servings n=0 (0%)

17+ servings n=5 (8.3%)
How often do you purchase different kinds of beer?

I never buy beer n=7 (11.7%)

Never, I buy the same beer n=3 (5.0%)

Rarely n=15 (25.0%)

Sometimes n=27 (45%)

Always n=8 (13.3%)
What type of alcoholic beverage do you drink most often?

I do not drink alcohol n=1 (1.7%)

Beer n=23 (38.3%)

Wine n=15 (25.0%)

Liquor/Shots n=7 (11.7%)

Mixed Drinks n=14 (23.3%)
Please use the space provided for any additional comments.  

 

When you are finished please press the "Submit" button below. Understand by clicking on "Submit" you are agreeing to participate in this study on imported Mexican beer.

Thank you again for your time and participation!