It seems then that Zest is the most positively-perceived brand of the three, in both the respondent sample and in the population from which the sample was drawn. Old Spice is the next most positively-perceived brand, followed by Zest.
In this sample, up movers had a higher perception of Axe’s advertising, but a lower perception of Axe’s brand, than down movers. The higher perception of Axe’s advertising can be expected to hold true in the larger population.
For both up movers and down movers, there was only a slight difference between the number of respondents above and below the median brand index score for Axe. This difference cannot be projected to the population at large.
Axe, Old Spice and Zest all had similar numbers of up-movers, 17, 16 and 19 respectively. However Axe had significantly less down-movers, 11 verses 18 for Old Spice and Zest
Thirty-six respondents had a higher perception of the Axe brand than the Old Spice brand, as measured by the respective brands’ brand index scores. Twenty-two respondents had a higher perception of Old Spice than Axe.
As a respondent’s perception of the Axe brand goes up, his perception of the Old Spice brand tends to go up as well – but this tendency is moderate (0.5). This is the case both for the respondent sample and for the population at large.
For males as for all respondents, Zest is the most positively-perceived brand, Old Spice is the next most positively-perceived brand and Axe is the least positively-perceived brand. This is true both for males in the respondent sample and in the larger population.
These results suggest that Axe’s brand perceptions played a small role in the variations between respondents’ changed purchase intentions after exposure to the advertisements. Only two of the brand attributes tested – Axe is a good brand of body wash and Axe is a good value – could be considered important.
Old Spice’s brand perceptions seem to have played an even smaller role in explaining the variations between respondents’ changed purchase intentions after exposure to the advertisements. None of the brand attributes tested could be considered important.
Zest brand perceptions seem to have played the smallest role in explaining the variations between respondents’ changed purchase intentions after exposure to the advertisements. Once again none of the brand attributes tested could be considered important.
The mean Likert scores for each attribute varies no more than 0.5 points between up-movers and down-movers – thus there appear to be few if any great differences between the two groups’ perceptions of the Zest brand. “Zest is a good brand of body wash”, “I prefer Zest over other body washes,” “I would recommend Zest to other people,” “Zest is a good value” and “Zest is a brand I would purchase” appear to be the most important brand attributes in determining whether respondents were up movers or down movers.
These results suggest that, given a respondent’s brand attitude Likert scores, we can predict whether the respondent is an up-mover or a down-mover with only 73% accuracy. But the average discriminant scores are not statistically significant and cannot be projected to the population.
In this sample, men are more likely to agree that "Axe is a good brand of body wash" than women. This cannot be projected to the population. But there doesn’t seem to be much difference between up-, down- or non-movers, nor when sex and mover group are combined.
In this sample, men are more likely to agree that "Axe makes me feel good," "Axe gets me cleaner than other body washes" and "Axe is a brand I would purchase" But the results of this test cannot be projected to the population.
For Axe, all Likert items load on factor I except for “Axe is a good value” which loads on factor II.
For Old Spice, all Likert items load on factor I except “Old Spice is healthy” and “Old Spice makes me feel good” which load on factor II. In addition, “Old Spice is bad for my skin” loads on factor III.
For Zest, all Likert items load on factor I except for “Zest is preferred over other body washes” and “Zest smells nicer than other body washes” which both load on factor II
Zest has the highest mean attitude score with 3.3. Old Spice and Axe both had slightly lower mean attitude scores of 3.1 each
Advil has the highest mean attitude score with 4.0. Tylenol has a mean attitude score of 3.9. Bayer has the lowest mean attitude score with 3.4. This is true both for the sample and for the population
Cluster 2 has a higher perception of Axe on all of the brand Likert items The members of cluster I and II are equally likely to contain people who prefer showers over baths. The percentages are in line with the rest of the population.