Vodka Consumer Preference Survey
Hi, my name is Frith and I'm doing this survey as part of my Masters Studies at the University of Texas in Austin. I'd really appreciate your help by taking this survey for me, it should only take you 10 minutes and my grade, degree and future career depend on it...but no pressure.
You never know you might even enjoy it.
A couple things to know before you start
You must be 21 years old or over to complete this survey
The results are annonymous and will be used for educational purposes only
You're a wonderful person for taking it
Please read all directions carefully and anwser all questions to the best of your ability
Click Here to Begin
Section One
Please read each of the following questions and type your answer in the space provided. If you have never purchased one of the items shown below, please list the first brand name that comes to mind.
Next Section
Section Two
Please distribute 10 points among the three brands in each question to reflect how likely you are to purchase each brand, with '0' being least likely and '10' being most likely.
For each beverage category, the total for all three brands should add up to 10.
2a. Distribute 10 points among the following three brands of BEER: (n=68)
2b. Distribute 10 points among the following three brands of RUM: (n=68)
2c. Distribute 10 points among the following three brands of VODKA: (n=68)
Section Three
Please review carefully the following magazine advertisements for VODKA. View the ads one at a time and spend at least 10-15 seconds looking at each one.
Please do not return to the ads once you have viewed them; it is not necessary for you to remember them exactly.
Click Here to View Ad #1
Ad #1: Stolichnaya
Click Here to View Ad #2
Ad #2: Belvedere
Click Here to View Ad #3
Ad #3: Ketel One
Section Four
Now that you have seen advertisements for three different brands of vodka, your opinion of each brand may or may not have changed. Once again, please distribute 10 points among the vodkas shown below to indicate how likely you would be to purchase each brand.
Remember, the total for all three brands should add up to 10.
n=68
Section Five
Please answer the following questions regarding your impressions of the advertisements.
5a. Having viewed the advertisements, do you feel differently about any brand? (n=68)
If your answer was "No", then please skip the questions below and go to Section Six
If your answer was "Yes", then please answer the following questions
5b. Which brand do you feel most differently about? (n=68)
5c. Do you feel more or less favorable towards the brand? (n=68)
5d. Briefly describe what it was about the ad that made you feel this way
Next Section Section Six A For each of the following statements concerning STOLICHNAYA Vodka, please indicate how strongly you agree or disagree by selecting one on the given options. 1. Stolichnaya is a good tasting vodka. (n=68, m=3.4, sd=0.7) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=5, 7.4%) (n=25, 36.8%) (n=33, 48.5%) (n=5, 7.4%) (n=0, 0%) 2. I like the way the Stolichnaya bottle looks (n=68, m=3.3, sd=1.3) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=6, 8.8%) (n=31, 45.6%) (n=11, 16.2%) (n=15, 22.1%) (n=1, 1.5%) 3. Stolichnaya is just like any other vodka (n=68, m=3.1, sd=1.0) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=2, 2.9%) (n=27, 39.7%) (n=16, 23.5%) (n=22, 32.4%) (n=1, 1.5%) 4. I prefer Stolichnaya to other brands of vodka (n=68, m=2.8, sd=1.0) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=1, 1.5%) (17, 25%) (n=22, 32.4%) (n=21, 30.9%) (n=7, 10.3%) 5. I would recomend Stolichnaya to friends (n=68, m=3.0, sd=0.8) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=0, 0%) (n=23, 33.8%) (n=27, 39.7%) (n=16, 23.5%) (n=2, 2.9%) 6. Stolichanya makes good mixed drinks (n=68, m=3.5, sd=0.7) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=2, 2.9%) (n=31, 45.6%) (n=32, 47.1%) (n=2, 2.9%) (n=1, 1.5%) 7. I would not buy Stolichnaya (n=68, m=3.3, sd=1.0) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=4, 5.9%) (n=31, 45.6%) (n=17, 25.0%) (n=14, 20.6%) (n=2, 2.9%) 8. Stolichnaya fits my lifestyle (n=68, m=2.8, sd=0.8) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=0, 0%) (n=12, 17.6%) (n=36, 52.9%) (n=17, 25.0%) (n=3, 4.4%) 9. Drinkers of Stolichnaya are sophisticated (n=68, m=2.8, sd=0.7) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=0, 0%) (n=8, 11.8%) (n=40, 58.8%) (n=19, 27.9%) (n=1, 1.5%) 10. Stolichnaya is made from high quality ingredients (n=68, m=3.3, sd=0.7) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=1, 1.5%) (n=26, 38.2%) (n=36, 52.9%) (n=4, 5.9%) (n=1, 1.5%) Next Section Section Six B For each of the following statements concerning BELVEDERE Vodka, please indicate how strongly you agree or disagree by selecting one on the given options. 1. Belvedere is a good tasting vodka. (n=68, m=3.5, sd=0.7) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=2, 2.9%) (n=35, 51.5%) (n=29, 42.6%) (n=1, 1.5%) (n=1, 1.5%) 2. I like the way the Belvedere bottle looks (n=68, m=3.8, sd=1.0) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=15, 22.1%) (n=36, 52.9%) (n=8, 11.8%) (n=9, 13.2%) (n=0, 0%) 3. Belvedere is just like any other vodka (n=68, m=3.1, sd=1.0) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=5, 7.4%) (n=21, 30.9%) (n=22, 32.45) (n=17, 25.0%) (n=3, 4.4%) 4. I prefer Belvedere to other brands of vodka (n=68, m=3.0, sd=0.7) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=1, 1.5%) (n=13, 19.1%) (n=34, 50.0%) (n=20, 29.4%) (n=0, 0%) 5. I would recomend Belvedere to friends (n=68, m=3.4, sd=0.7) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=1, 1.5%) (n=22, 32.4%) (n=33, 48.5%) (n=11, 16.2%) (n=1, 1.5%) 6. Belvedere makes good mixed drinks (n=68, m=3.5, sd=0.7) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=4, 5.9%) (n=31, 45.6%) (n=31, 45.6%) (n=1, 1.5%) (n=1, 1.5%) 7. I would not buy Belvedere (n=68, m=3.4, sd=0.9) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=2, 2.9%) (n=36, 52.9%) (n=16, 23.5%) (n=14, 20.6%) (n=0, 0%) 8. Belvedere fits my lifestyle (n=68, m=2.8, sd=0.8) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=1, 1.5%) (n=11, 16.2%) (n=36, 52.9%) (n=16, 23.5%) (n=4, 5.9%) 9. Drinkers of Belvedere are sophisticated (n=68, m=3.6, sd=0.8) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=8, 11.8%) (n=30, 44.1%) (n=24, 35.3%) (n=6, 8.8%) (n=0, 0%) 10. Belvedere is made from high quality ingredients (n=68, m=3.5, sd=0.6) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=4, 5.9%) (n=30, 44.1%) (n=33, 48.5%) (n=1, 1,5%) (n=0, 0%) Next Section Section Six C For each of the following statements concerning KETEL ONE Vodka, please indicate how strongly you agree or disagree by selecting one on the given options. 1. Ketel One is a good tasting vodka. (n=68, m=3.5, sd=0.6) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=2, 2.9%) (n=30, 44.1%) (n=34, 50.0%) (n=2, 2.9%) (n=0, 0%) 2. I like the way the Ketel One bottle looks. (n=68, m=3.4, sd=0.8) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=5, 7.4%) (n=22, 32.4%) (n=33, 48.5%) (n=8, 11.8%) (n=0, 0%) 3. Ketel One is just like any other vodka (n=68, m=2.9, sd=0.9) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=1, 1.5%) (n=16, 23.5%) (n=28, 41.2%) (n=19, 27.9%) (n=4, 5.9%) 4. I prefer Ketel One to other brands of vodka (n=68, m=3.0, sd=0.9) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=3, 4.4%) (n=19, 27.9%) (n=27, 39.7%) (n=17, 25.0%) (n=2, 2.9%) 5. I would recomend Ketel One to friends (n=68, m=3.1, sd=0.9) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=2, 2.9%) (n=21, 30.9%) (n=27, 39.7%) (n=17, 25.0%) (n=1, 1.5%) 6. Ketel One makes good mixed drinks (n=68, m=3.5, sd=0.6) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=2, 2.9%) (n=27, 39.7%) (n=39, 57.4%) (n=0, 0%) (n=0, 0%) 7. I would not buy Ketel One (n=68, m=3.3, sd=1.0) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=3, 4.4%) (n=33, 48.5%) (n=15, 22.1%) (n=15, 22.1%) (n=2, 2.9%) 8. Ketel One fits my lifestyle (n=68, m=3.1, sd=0.7) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=2, 2.9%) (n=14, 20.8%) (n=42, 61.8%) (n=9, 13.2%) (n=1, 1.5%) 9. Drinkers of Ketel One are sophisticated (n=68, m=3.0, sd=0.8) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=3, 4.4%) (n=9, 13.2%) (n=41, 60.3%) (n=13, 19.1%) (n=2, 2.9%) 10. Ketel One is made from high quality ingredients (n=68, m=3.3, sd=0.7) Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (n=4, 5.9%) (n=15, 22.1%) (n=45, 66.2%) (n=4, 5.9%) (n=0, 0%) Next Section Section Seven Consider the advertisements you saw earlier for the three brands of vodka. Without going back to the ads, please check the boxes for every word/phrase you believe best describes each ad. More than one brand can be selected for each word/phrase. Stoilchnaya Belvedere Ketel One Boring (n=24, 35.3%) (n=21, 30.9%) (n=9, 13.2%) Informative (n=25, 36.8%) (n=13, 19.1%) (n=8, 11.8%) Hard to believe (n=5, 7.4%) (n=10, 14.7%) (n=9, 13.2%) Memorable (n=21, 30.9%) (n=19, 27.9%) (n=39, 57.4%) Different/Unique (n=21, 30.9%) (n=10, 14.7%) (n=47, 69.1%) Important (n=8, 11.8%) (n=11, 16.2%) (n=6, 8.8%) Confusing (n=11, 16.2%) (n=3, 4.4%) (n=18, 26.5%) Creative (n=20, 29.4%) (n=17, 25.0%) (n=34, 50.0%) Ordinary/Common (n=21, 30.9%) (n=25, 36.8%) (n=10, 14.7%) Easy to Understand (n=39, 57.4%) (n=40, 58.8%) (n=26, 38.2%) Next Section (nearly there) Section Eight Without looking back at the advertisements, please think about the overall impression you had of each one and respond to the following questions by selecting "Yes" or "No". After seeing the ad for STOLICHNAYA vodka, I believe: Yes No 1. This ad was annoying (n=68) (n=11, 16.2%) (n=57, 83.8%) 2. This ad would catch my attention if I saw it in a magazine (n=68) (n=41, 60.3%) (n=27, 39.7%) 3. This ad was believable (n=67) (n=58, 86.6%) (n=9, 13.2%) 4. This ad made me feel differently about vodka (n=68) (n=9, 13.2%) (n=59, 86.8%) 5. I would like to see this ad again (n=68) (n=22, 32.4%) (n=46, 67.6%) 6. This ad contained useful information (n=68) (n=33, 48.5%) (n=35, 51.5%) 7. This ad makes me want to buy this brand of vodka (n=68) (n=17, 25.0%) (n=51, 75.0%) 8. This ad would be easy to remember (n=45, 66.2%) (n=23, 33.8%) 9. This ad would appeal to women more than men (n=68) (n=3, 4.4%) (n=65, 95.6% 10. I learned something new about vodka (n=68) (n=12, 17.6%) (n=56, 82.4%) After seeing the ad for BELVEDERE vodka, I believe: Yes No 1. This ad was annoying (n=68) (n=13, 19.1%) (n=55, 80.9%) 2. This ad would catch my attention if I saw it in a magazine (n=68) (n=29, 42.6%) (n=39, 57.4%) 3. This ad was believable (n=68) (n=47, 69.1%) (n=21, 30.9%) 4. This ad made me feel differently about vodka (n=68) (n=19, 27.9%) (n=49, 72.1%) 5. I would like to see this ad again (n=68) (n=28, 41.2%) (n=40, 58.8%) 6. This ad contained useful information (n=68) (n=19, 27.9%) (n=49, 72.1%) 7. This ad makes me want to buy this brand of vodka (n=68) (n=31, 45.6%) (n=37, 54.4%) 8. This ad would be easy to remember (n=68) (n=31, 45.6%) (n=37, 54.4%) 9. This ad would appeal to women more than men (n=68) (n=42, 61.8%) (n=26, 38.2%) 10. I learned something new about vodka (n=68) (n=5, 7.4%) (n=63, 92.6%) After seeing the ad for KETEL ONE vodka, I believe: Yes No 1. This ad was annoying (n=68) (n=17, 25.0%) (n=51, 75.0%) 2. This ad would catch my attention if I saw it in a magazine (n=68) (n=58, 85.3%) (n=10, 14.7%) 3. This ad was believable (n=68) (n=47, 69.1%) (n=21, 30.9%) 4. This ad made me feel differently about vodka (n=16, 23.5%) (n=52, 76.5%) 5. I would like to see this ad again (n=68) (n=30, 44.1%) (n=38, 55.9%) 6. This ad contained useful information (n=68) (n=11, 16.2%) (n=57, 83.8%) 7. This ad makes me want to buy this brand of vodka (n=68) (n=27, 39.7%) (n=41, 60.3%) 8. This ad would be easy to remember (n=68) (n=53, 77.9%) (n=15, 22.1%) 9. This ad would appeal to women more than men (n=68) (n=9, 13.2%) (n=59, 96.8%) 10. I learned something new about vodka (n=68) (n=7, 10.3%) (n=61, 89.7%) Last Section Section Nine To allow me to effectively evaluate the survey responses please answer the following demographic questions. Remember that all information will be kept strictly confidential. 1. Gender Male Female (n=25, 36.8%) (n=43, 63.2%) 2. Age Group 21-30 31-40 41-50 51-60 60+ (n=53, 77.9%) (n=5, 7.4%) (n=6, 8.8%) (n=2, 2.9%) (n=2, 2.9%) 3. What is your highest completed education level? Select One High School Junior College (2 yrs) College (4yrs) Graduate Degree Phd High School (n=1, 1.5%) Junior College (n=1, 1.5%) College (4yrs) (n=51, 75.0%) Graduate School (n=13, 19.1%) Phd (n=2, 2.9%) 4. What is your household income level? Select One up to $19,999 $20,000-$34,999 $35,000-$49,999 $50,000-$64,999 $65,000-$79,999 $80,000 + up to $19,000 (n=18, 26.5%) $20,000 to $34,999 (n=9, 13.2%) $35,000 to $49,999 (n=10, 14.7%) $50,000 to $64,999 (n=4, 5.9%) $65,000 to $79,999 (n=6, 8.8%) $80,000+ (n=17, 25.0%) Did not answer (n=4, 5.9%) 5. How often do you consume alcohol? Select One Never Rarely (1-3 times a month) Sometimes (1-2 times a week) Often (3+ times a week) Never (n=0, 0%) Rarely (n=16, 23.5%) Sometimes (n=37, 54.5%) Often (n=16, 23.5%) 6. When drinking how often do you consume vodka Select One Never (yuk) Rarely (if its the only option) Sometimes Often (love the stuff) Never (n=2, 2.9%) Rarely (n=21, 30.9%) Sometimes (n=28, 41.2%) Often (n=17, 25.0%) 7. When purchasing alcohol what factor is most important to you? Select One Taste Price Brand Packaging Taste (n=42, 61.8%) Price (n=17, 25.0%) Brand (n=9, 13.2%) Packaging (n=0, 0%) Additional comments or thoughts: (Responses Varied) When you are finished click the submit button, by doing so you consent to participate in this survey.
Section Six A
For each of the following statements concerning STOLICHNAYA Vodka, please indicate how strongly you agree or disagree by selecting one on the given options.
1. Stolichnaya is a good tasting vodka. (n=68, m=3.4, sd=0.7)
Neither Agree nor Disagree
2. I like the way the Stolichnaya bottle looks (n=68, m=3.3, sd=1.3)
3. Stolichnaya is just like any other vodka (n=68, m=3.1, sd=1.0)
4. I prefer Stolichnaya to other brands of vodka (n=68, m=2.8, sd=1.0)
5. I would recomend Stolichnaya to friends (n=68, m=3.0, sd=0.8)
6. Stolichanya makes good mixed drinks (n=68, m=3.5, sd=0.7)
7. I would not buy Stolichnaya (n=68, m=3.3, sd=1.0)
8. Stolichnaya fits my lifestyle (n=68, m=2.8, sd=0.8)
9. Drinkers of Stolichnaya are sophisticated (n=68, m=2.8, sd=0.7)
10. Stolichnaya is made from high quality ingredients (n=68, m=3.3, sd=0.7)
Section Six B
For each of the following statements concerning BELVEDERE Vodka, please indicate how strongly you agree or disagree by selecting one on the given options.
1. Belvedere is a good tasting vodka. (n=68, m=3.5, sd=0.7)
2. I like the way the Belvedere bottle looks (n=68, m=3.8, sd=1.0)
3. Belvedere is just like any other vodka (n=68, m=3.1, sd=1.0)
4. I prefer Belvedere to other brands of vodka (n=68, m=3.0, sd=0.7)
5. I would recomend Belvedere to friends (n=68, m=3.4, sd=0.7)
6. Belvedere makes good mixed drinks (n=68, m=3.5, sd=0.7)
7. I would not buy Belvedere (n=68, m=3.4, sd=0.9)
8. Belvedere fits my lifestyle (n=68, m=2.8, sd=0.8)
9. Drinkers of Belvedere are sophisticated (n=68, m=3.6, sd=0.8)
10. Belvedere is made from high quality ingredients (n=68, m=3.5, sd=0.6)
Section Six C
For each of the following statements concerning KETEL ONE Vodka, please indicate how strongly you agree or disagree by selecting one on the given options.
1. Ketel One is a good tasting vodka. (n=68, m=3.5, sd=0.6)
2. I like the way the Ketel One bottle looks. (n=68, m=3.4, sd=0.8)
3. Ketel One is just like any other vodka (n=68, m=2.9, sd=0.9)
4. I prefer Ketel One to other brands of vodka (n=68, m=3.0, sd=0.9)
5. I would recomend Ketel One to friends (n=68, m=3.1, sd=0.9)
6. Ketel One makes good mixed drinks (n=68, m=3.5, sd=0.6)
7. I would not buy Ketel One (n=68, m=3.3, sd=1.0)
8. Ketel One fits my lifestyle (n=68, m=3.1, sd=0.7)
9. Drinkers of Ketel One are sophisticated (n=68, m=3.0, sd=0.8)
10. Ketel One is made from high quality ingredients (n=68, m=3.3, sd=0.7)
Section Seven
Consider the advertisements you saw earlier for the three brands of vodka.
Without going back to the ads, please check the boxes for every word/phrase you believe best describes each ad. More than one brand can be selected for each word/phrase.
Next Section (nearly there)
Section Eight
Without looking back at the advertisements, please think about the overall impression you had of each one and respond to the following questions by selecting "Yes" or "No".
After seeing the ad for STOLICHNAYA vodka, I believe:
After seeing the ad for BELVEDERE vodka, I believe:
After seeing the ad for KETEL ONE vodka, I believe:
Last Section
Section Nine
To allow me to effectively evaluate the survey responses please answer the following demographic questions. Remember that all information will be kept strictly confidential.
1. Gender
2. Age Group
Select One High School Junior College (2 yrs) College (4yrs) Graduate Degree Phd
High School (n=1, 1.5%)
Junior College (n=1, 1.5%)
College (4yrs) (n=51, 75.0%)
Graduate School (n=13, 19.1%)
Phd (n=2, 2.9%)
Select One up to $19,999 $20,000-$34,999 $35,000-$49,999 $50,000-$64,999 $65,000-$79,999 $80,000 +
up to $19,000 (n=18, 26.5%)
$20,000 to $34,999 (n=9, 13.2%)
$35,000 to $49,999 (n=10, 14.7%)
$50,000 to $64,999 (n=4, 5.9%)
$65,000 to $79,999 (n=6, 8.8%)
$80,000+ (n=17, 25.0%)
Did not answer (n=4, 5.9%)
Select One Never Rarely (1-3 times a month) Sometimes (1-2 times a week) Often (3+ times a week)
Never (n=0, 0%)
Rarely (n=16, 23.5%)
Sometimes (n=37, 54.5%)
Often (n=16, 23.5%)
Select One Never (yuk) Rarely (if its the only option) Sometimes Often (love the stuff)
Never (n=2, 2.9%)
Rarely (n=21, 30.9%)
Sometimes (n=28, 41.2%)
Often (n=17, 25.0%)
Select One Taste Price Brand Packaging
Taste (n=42, 61.8%)
Price (n=17, 25.0%)
Brand (n=9, 13.2%)
Packaging (n=0, 0%)
Additional comments or thoughts: (Responses Varied)
When you are finished click the submit button, by doing so you consent to participate in this survey.