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Table of Contents

Executive Summary

Introduction

Methodology

Analysis

Conclusions

Summary

Appendix A

Appendix B

SUMMARY

Here is what the various methods of statistical analyses have determined about the three brands of men's deodorant — Adidas, Gillette, and Sure — that were measured in this study:

Gillette had the highest mean Brand Index Score. This indicates that those in this sample have the highest overall positive feelings about the Gillette brand name compared to the other two. However, this perception may have already been pre-established in many people because the Gillette advertisement had no effect on the most number of respondents' change scores, meaning that many people's perception did not change from before to after the ad exposure. But those in the sample who do not purchase a specific brand of deodorant all the time (those who are not brand loyal) had very favorable responses to Gillette in this survey.

The Adidas brand was very effective in improving attitudes and perceptions. It had the highest number of up-movers (change score) and the smallest number of down-movers based on advertising exposure. It also had the least number of change scores stay the same, meaning that the ad actually caused a response from the largest number of people. Adidas had the highest Attitude Score which shows people felt it had the best "good" qualities. It only received the second-highest Brand Index Score though: respondents overall had more positive feelings towards Gillette men's deodorant.

The Sure brand generated the least favorable results from the sample. It had the lowest mean Brand Index Score, indicating that respondents felt the least positively about it. Sure also had the fewest number of change scores move up and the largest number of change scores either stay the same or move down after the ad exposure, meaning that people did not respond very well to Sure's advertisement — it was not effective in improving their attitudes and perceptions of the brand. Strangely, consumers' initial purchase intentions toward the Sure deodorant brand, prior to them seeing any advertising, were actually higher than both Gillette and Adidas. But Sure's after-exposure scores caused it to drop to the lowest overall brand.

To view the survey that sample respondents completed, see Appendix A or Appendix B.

To browse the statistical information used to formulate these results, see the Analysis and Conclusions sections.

This concludes the Consumer Brand Preferences Report.

Thank you for your interest in this research.