executive summary

The purpose of this study was to analyze consumer perceptions of three brands of vodka and how these perceptions were effected by print advertisements for those brands. The three brands featured in this study were Stolichnaya, Belvedere and Ketel One, chosen due to similarities in price point and market positioning.

Based on mean Brand Index Scores and the difference in purchase intention reported from pre to post-ad viewing, Belvedere was the most positively perceived brand, followed by Ketel One and Stolichnaya respectively. In terms of the purchase intention. which was measured on a constant-sum scale, Belvedere was the most successful with 34 study participants feeling more favorable toward the brand post-ad exposure. Belvedere had the lowest score, 2.9, on the initial constant sum scale, which increased to 3.5 after viewing the advertisement. The scores for all three brands remained in the middle range, therefore attitudes were close to neutral and overall were not strongly positive or negative.