Introduction
This study was conducted for an assignment of a Quantitative and Qualitative Research class at the University of Texas at Austin. It analyzes consumer brand preferences for three brands of chewing gum: Eclipse, Extra, and Orbit. Three print ads differing in communication style were chosen from popular tabloid magazines, one ad for each brand. A 9-section questionnaire was distributed through email to friends and family, many whom are or were international students at the University of Texas and at Texas A&M University. Incidentally, many of these international students originally came from Singapore, where the sale of chewing gum is prohibited. This circumstance could have influenced some of the responses.
The purpose of this study was to determine the effectiveness of advertisements on brand preference for a convenience good. Preferences and attitudes toward the brand before and after ad exposure were analyzed. Many statistical tests were also utilized to affirm the significance of the data. The subsequent sections provide more information about the methodology, results, analysis, and conclusions about the findings. Also for reference, two appendices have been included. Appendix A shows the original survey with frequences and means of each line item. Appendix B is the original survey that was sent out to potential respondents.
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