Executive Summary

An online survey was conducted to study consumer preferences for three brands of vodka and their print advertisements.  The three brands of vodka are Skyy, Ketel One and Level. 

A total of 59 respondents participated in the survey that involved different types of questions.  The survey analyzed brand preferences before (pre) and after (post) exposure to the advertisement.  Also, relationships between the brands and ten brand attributes were also analyzed.  No control group was used, but instead a pre-post method was utilized.

The data for this survey was collected online and analyzed using SPSS statistics software.  There were six analyses that were conducted on the data.  They include basic statistics, regression analysis, discriminant analysis, ANOVA/MANOVA analysis, factor analysis and cluster analysis.  The statistical significance was set at p ≤ .15.  If the data was found to be statistically significant on this basis, then the results could be projected to the larger population.

These analyses determined that Skyy vodka was the most preferred, followed by Ketel One and Level.  For more detailed results and explanation about this information, please refer the Analysis section.

 

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