Summary

The study attempted to analyze consumers' brand preferences as well as to determine the effect of print advertisements for three prominent brands of vodka. 76 people responded to an online consumer preferences survey. The data were then collected and analyzed using various statistical methods including paired t-tests, between groups t-tests, a chi-squared significance test, frequency counting, a simple correlation coefficient, a regression analysis, a discriminant analysis and a factor analysis. Results from the selected sample were statistically evaluated to a laviel of 85% significance in order to project them to a larger population.

The brand with the highest brand preference mean (based on Brand Index Scores of the constant sum scale responses) was Ketel One, pre-exposure to the ad. Finlandia was the brand that most consistently improved post exposure. Respondents overall slightly preferred Ketel One to Finlandia, but the other Brand Index Score comparisons between two of these three brands were too small to be statistically significant. The brand attributes that explain the percent of variance in the respondents' opinion change and are considered important were "Brand X is good", "Brand X is smooth", "Brand X is for me", "Brand X tastes good", and "Brand X is something special"

Overall, most of the classification grouping, factorization, and statistical analyses resulted in in results that were either statistically insignificant or in results that suggested a lot of unpredictability in classification. Several of the results suggested that Finlandia was the brand of which most respondents' had a changed opinion, and that this ad may have been their first exposure to the brand, as opposed to Stolichnaya and Ketel One.

The sample size of 76 respondents was relatively small. Also, a convenience sample was used instead of a preferred random sample. The current study did not provide a control group due to time and resource limitations. Finally, this consumer preference survey did not use randomization to correct or lessen order and interaction effects; this means that the three vodka ads were not randomly presented each time ads were displayed.

Even though this study did not indicate major difference between brand preferences for each vodka brand, these major differences are difficult to find in "copy testing", especially when the product category is highly competitive. However, this study certainly provides valuable insights and interesting information concerning each vodka ad's execution. This study can serve as a basis for future analysis and discussion for this product category.