Consumer Brand Preferences Report

APPENDIX A

Below is the questionnaire with response statistics added (frequencies, percentages, and means with standard deviations) in red text beneath or next to each item.

To see this survey in its original form, exactly as respondents saw it online, go to Appendix B .

Consumer Preference Survey

Hello,

My name is Bruce Jeffers. I am a graduate student working toward my Master's degree in Advertising at the University of Texas. One aspect of our curriculum is learning to conduct various types of advertising research, including surveys. Below is a questionnaire survey dealing with brand preferences. It will only take about ten minutes to answer the following questions; I would greatly appreciate just ten minutes of your time. Please read all of the instructions thoroughly and answer each question to the best of your ability. All answers in this survey are strictly confidential and used solely for the purpose of education.

Thank you for your participation -- you're helping me earn my degree!

Click to begin the survey

Section 1
Please read each question about recent purchases and type your answer in the box provided. If you have never purchased one of these items, please name the brand that first comes to mind.
a. The last time you purchased bath soap, which brand did you buy?
Dove: n=14, 22.6%; Dial: n=10, 16.1%; Oil of Olay: n=5, 8.1%; All Others: n=33, 53.2%
b. The last time you purchased shampoo, which brand did you buy?
Herbal Essences: n=7, 11.3%; Dove: n=6, 9.7%; Suave: n=6, 9.7%, All Others: n=43, 69.4%
c. The last time you purchased deodorant, which brand did you buy?
Secret: n=15, 24.2%; Dove: n=11, 17.8%; Right Guard: n=8, 12.9%; All Others: n=28, 45.2%

Go to Section 2

Section 2

Below are three different brands of certain products. Please divide 10 points among the brands in each product category to reflect how likely you are to buy each brand, with 0 being the least likely and 10 being the most likely. Please check that your points add up to 10 (Example: 2 + 3 + 5 = 10).

a. Divide 10 points between three brands of bath soap:

Irish Spring n=62, mean=2.5, std. deviation=2.4

Dial n=62, mean=4.4, std. deviation=2.6

Zest n=62, mean=2.9, std. deviation=2.2

Total 10

b. Divide 10 points between three brands of shampoo:

Pert Plus n=62, mean=2.0, std. deviation=2.2

Suave n=62, mean=4.1, std. deviation=3.2

Head & Shoulders n=62, mean=3.5, std. deviation=3.3

Total 10

c. Divide 10 points between three brands of deodorant:

Sure n=62, mean=4.4, std. deviation=3.6

Gillette n=62, mean=3.0, std. deviation=2.7

Adidas n=62, mean=2.3, std. deviation=2.3

Total 10

Go to Section 3

Section 3

You will now see three ads for different brands of deodorant. Please view the following three ads for only 30 seconds each.

After you have moved on to the next section, please DO NOT return back to these ads at any point during the rest of the survey.

See the first ad

Sure deodorate

Copy under photo reads: "Because you have powerful protection
without overpowering fragrance. Raise your hand. u r Sure."

See the second ad

Gillette ad

Small copy above image reads (from left to right): "Airlock door blocks odor." ... "Precision
timer makes you smell great all day." ... "Power fans keep you feeling dry."

See the third ad

Adidas ad

Middle block of copy reads: "NEW triple action formula with wetness protection that lasts up to 48 hours."

Go to Section 4

Section 4

Now that you have seen the ads, again divide 10 points among the three deodorant brands to reflect how likely you are to buy each brand, with 0 being the least likely and 10 being the most likely. Please check that your points add up to 10.

Deodorant:

Sure n=62, mean=4.1, std. deviation=3.1

Gillette n=62, mean=3.1, std. deviation=2.4

Adidas n=62, mean=2.5, std. deviation=1.9

Total 10

Go to Section 5

Section 5

1. Do you feel differently about any brand as a result of seeing the ads you were shown?

Yes n=37, 59.7%
No n=25, 40.3%

--If you answered No to Question 1, please click here to continue.

2. If you answered Yes to Question 1, which brand do you feel most differently about?

Sure n=11, 17.7%
Gillette n=13, 21.0%
Adidas n=13, 21.0%

3. Do you now feel more or less favorable toward the brand?

More favorable toward brand n=33, 53.2%
Less favorable toward brand n=3, 4.8%

4. Briefly describe what made your feelings change this way.

Go to Section 6

Section 6a

Read the following statements about the brand of deodorant and then indicate how strongly you agree or disagree with the statements by selecting one of the given options.

a. Sure

1. Sure is a good brand of deodorant. n=62, mean=3.7, std. deviation=0.8
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=8, 12.9%	n=28, 45.2%	n=23, 37.1%	n=3, 4.8%	n=0, 0.0%

2. I prefer Sure over other brands of deodorant. n=62, mean=2.9, std. deviation=1.1
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=7, 11.3%	n=10, 16.1%	n=22, 35.5%	n=17, 27.4%	n=6, 9.7%

3. I will consider buying Sure the next time I go shopping for deodorant. n=62, mean=2.8, std. deviation=1.2
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=4, 6.5%	n=15, 24.2%	n=13, 21.0%	n=22, 35.5%	n=8, 12.9%

4. Sure deodorant is for men only. n=62, mean=2.6, std. deviation=1.0
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=1, 1.6%	n=12, 19.4%	n=18, 29.0%	n=23, 37.1%	n=8, 12.9%

5. The image that the Sure brand portrays would fit with my lifestyle. n=62, mean=3.3, std. deviation=0.9
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=3, 4.8%	n=22, 35.5%	n=27, 43.5%	n=8, 12.9%	n=2, 3.2%

6. Sure is the best brand of deodorant among the three brands mentioned in this survey. n=62, mean=2.9, std. deviation=1.0
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=4, 6.5%	n=15, 24.2%	n=20, 32.3%	n=19, 30.6%	n=4, 6.5%

7. Sure is a brand that can be trusted. n=62, mean=3.5, std. deviation=0.8
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=3, 4.8%	n=31, 50.0%	n=25, 40.3%	n=1, 1.6%	n=2, 3.2%

8. Sure is the only brand of deodorant I would consider buying. n=62, mean=2.0, std. deviation=0.8
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=0, 0.0%	n=3, 4.8%	n=13, 21.0%	n=27, 43.5%	n=19, 30.6%

9. I would not use Sure deodorant. n=62, mean=3.2, std. deviation=1.1
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=6, 9.7%	n=21, 33.9%	n=18, 29.0%	n=12, 19.4%	n=5, 8.1%

10. I would recommend Sure deodorant to others. n=62, mean=2.9, std. deviation=0.9
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=2, 3.2%	n=13, 21.0%	n=27, 43.5%	n=18, 29.0%	n=2, 3.2%

Go to statements about the second brand

Section 6b

Read the following statements about the brand of deodorant and then indicate how strongly you agree or disagree with the statements by selecting one of the given options.

a. Gillette

1. Gillette is a good brand of deodorant. n=62, mean=3.7, std. deviation=0.6
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=1, 1.6%	n=42, 67.7%	n=17, 27.4%	n=1, 1.6%	n=1, 1.6%

2. I prefer Gillette over other brands of deodorant. n=62, mean=2.8, std. deviation=0.9
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=0, 0.0%	n=16, 25.8%	n=18, 29.0%	n=25, 40.3%	n=3, 4.8%

3. I will consider buying Gillette the next time I go shopping for deodorant. n=62, mean=2.8, std. deviation=1.0
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=1, 1.6%	n=18, 29.0%	n=14, 22.6%	n=25, 40.3%	n=4, 6.5%

4. Gillette deodorant is for men only. n=62, mean=3.6, std. deviation=1.0
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=10, 16.1%	n=32, 51.6%	n=8, 12.9%	n=11, 17.7%	n=1, 1.6%

5. The image that the Gillette brand portrays would fit with my lifestyle. n=62, mean=4.1, std. deviation=3.1
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=0, 0.0%	n=16, 25.8%	n=24, 38.7%	n=20, 32.3%	n=2, 3.2%

6. Gillette is the best brand of deodorant among the three brands mentioned in this survey. n=62, mean=2.9, std. deviation=0.9
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=4, 6.5%	n=13, 21.0%	n=19, 30.6%	n=19, 30.6%	n=7, 11.3%

7. Gillette is a brand that can be trusted. n=62, mean=3.7, std. deviation=0.5
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=1, 1.6%	n=43, 69.4%	n=17, 27.4%	n=1, 1.6%	n=0, 0.0%

8. Gillette is the only brand of deodorant I would consider buying. n=62, mean=2.1, std. deviation=0.7
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=0, 0.0%	n=2, 3.2%	n=14, 22.6%	n=34, 54.8%	n=12, 19.4%

9. I would not use Gillette deodorant. n=62, mean=3.0, std. deviation=1.1
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=3, 4.8%	n=18, 29.0%	n=21, 33.9%	n=13, 21.0%	n=7, 11.3%

10. I would recommend Gillette deodorant to others. n=62, mean=3.1, std. deviation=0.7
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=0, 0.0%	n=19, 30.6%	n=33, 53.2%	n=8, 12.9%	n=2, 3.2%

Go to statements about the third brand

Section 6c

Read the following statements about the brand of deodorant and then indicate how strongly you agree or disagree with the statements by selecting one of the given options.

a. Adidas

1. Adidas is a good brand of deodorant. n=62, mean=3.5, std. deviation=0.7
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=2, 3.2%	n=30, 48.4%	n=26, 41.9%	n=4, 6.5%	n=0, 0.0%

2. I prefer Adidas over other brands of deodorant. n=62, mean=2.5, std. deviation=0.8
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=1, 1.6%	n=4, 6.5%	n=25, 40.3%	n=28, 45.2%	n=4, 6.5%

3. I will consider buying Adidas the next time I go shopping for deodorant. n=62, mean=2.8, std. deviation=1.0
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=1, 1.6%	n=19, 30.6%	n=12, 19.4%	n=26, 41.9%	n=4, 6.5%

4. Adidas deodorant is for men only. n=62, mean=3.6, std. deviation=0.9
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=6, 9.7%	n=34, 54.8%	n=13, 21.0%	n=8, 12.9%	n=1, 1.6%

5. The image that the Adidas brand portrays would fit with my lifestyle. n=62, mean=3.1, std. deviation=0.9
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=2, 3.2%	n=18, 29.0%	n=24, 38.7%	n=17, 27.4%	n=1, 1.6%

6. Adidas is the best brand of deodorant among the three brands mentioned in this survey. n=62, mean=2.8, std. deviation=0.9
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=3, 4.8%	n=8, 12.9%	n=24, 38.7%	n=25, 40.3%	n=2, 3.2%

7. Adidas is a brand that can be trusted. n=62, mean=3.5, std. deviation=0.8
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=4, 6.5%	n=29, 46.8%	n=24, 38.7%	n=4, 6.5%	n=1, 1.6%

8. Adidas is the only brand of deodorant I would consider buying. n=62, mean=2.0, std. deviation=0.6
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=0, 0.0%	n=0, 0.0%	n=13, 21.0%	n=38, 61.3%	n=11, 17.7%

9. I would not use Adidas deodorant. n=62, mean=3.2, std. deviation=1.0
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=2, 3.2%	n=25, 40.3%	n=18, 29.0%	n=14, 22.6%	n=3, 4.8%

10. I would recommend Adidas deodorant to others. n=62, mean=2.9, std. deviation=0.7
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=1, 1.6%	n=8, 12.9%	n=39, 62.9%	n=12, 19.4%	n=2, 3.2%

Go to Section 7

Section 7

Think back to the three ads you saw earlier (but DO NOT go back and view them). Consider which qualities below apply to the ads you saw. Put a check mark in the boxes for any statements you believe to be true of the advertisements only (not about your feelings toward the actual brand). If you do not think the word or phrase describes the ad, leave the checkbox blank. You may check as many as you think apply.

Sure

Gillette

Adidas

Boring

n=23, 37.1%

n=23, 37.1%

n=30, 48.4%

Informative

n=18, 29.0%

n=38, 61.3%

n=29, 46.8%

Hard to believe

n=2, 3.2%

n=28, 45.2%

n=11, 17.7%

Memorable

n=30, 48.4%

n=22, 35.5%

n=17, 27.4%

Different / Unique

n=21, 33.9%

n=28, 45.2%

n=10, 16.1%

Important

n=10, 16.1%

n=9, 14.5%

n=5, 8.1%

Confusing

n=9, 14.5%

n=17, 27.4%

n=5, 8.1%

Creative

n=25, 40.3%

n=29, 46.8%

n=7, 11.3%

Ordinary / Common

n=30, 48.4%

n=19, 30.6%

n=37, 59.7%

Easy to understand

n=37, 59.7%

n=28, 45.2%

n=39, 62.9%

n = only number of checked boxes out of 62 total respondents

Go to Section 8

Section 8

Again, recall the three ads you saw earlier. Answer the following questions about the ads with either a Yes or No. Continue to scroll down until you have answered all the Yes/No questions for all three brands.

a. After seeing the ad for Sure, I believe:

Yes

No

This ad was annoying.

Yes: n=7, 11.3%; No: n=55, 88.7%

This ad contained useful information.

Yes: n=21, 33.9%; No: n=41, 66.1%

This ad was believable.

Yes: n=47, 75.8%; No: n=15, 24.2%

This ad would be easy to remember.

Yes: n=41, 66.1%; No: n=21, 33.9%

This ad would catch my attention if it was in a magazine.

Yes: n=30, 48.4%; No: n=32, 51.6%

This ad made me think differently about deodorant.