Conusmer Brand Preferenes

 

Hi there! My name is Lauren and I'm a graduate student at the University of Texas in Austin. I am conducting an online survey about consumer brand preferences for a research methods class. It would mean a lot to me (and my grade) if you would please take the time to complete the following survey. It will only take 5-8 minutes to complete and I assure you that all answers will be held STRICTLY CONFIDENTIAL.

Thank you for your help!

 

 

Click here to begin

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

1. Please read each question below and then fill in your response in the box provided.

 

 

a.) The last time you bought a toothbrush, what brand did you buy?

Brand:

b.) The last time you bought dental floss, what brand did you buy?

Brand:

c.) The last time you bought toothpaste, what brand did you buy?

Brand:

Crest n=27; 32.5%; Colgate n=18; 21.8%; Aquafresh n=11; 16.4%; all others, n=33, 29.3%

 

 

2. Below you will find three brands of toothbrushes. Please divide 10 points among these toothbrushes according to how likely you are to buy each brand. Please use only whole numbers such as 1, 2, or 3. Do not use fractions such as 1 1/2 or 1.5.

 

 

Colgate:

n=89, mean=3.1, std. deviation=2.5

 

Crest:

n=89, mean=3.1, std. deviation=2.3

 

Oral B:

 

 

n=90, mean=3.7, std. deviation=2.8

TOTAL:
10

3. Next, you will find three brands of dental floss. Please divide 10 points among these dental flosses according to how likely you are to buy each brand. Please use only whole numbers such as 1, 2, or 3. Do not use fractions such as 1 1/2 or 1.5.

 

 

Johnson and Johnson :

n=89, mean=3.6, std. deviation=2.7

 

Crest:

n=89, mean=2.8, std. deviation=2.3

 

Oral B:

n=89, mean=3.8, std. deviaiton=2.7

TOTAL:
10

 

 

 

4. Finally, you will find three brands of toothpaste. Please divide 10 points among these toothpastes according to how likely you are to buy each brand. Please use only whole numbers such as 1, 2, or 3. Do not use fractions such as 1 1/2 or 1.5.

 

 

Mentadent:

n=89, mean=3.5, std. deviation=2.8

 

Arm & Hammer:

n=89, mean=2.7, std. deviation=2.2

 

Oral B:

n=89, mean=3.6, std. deviation=2.8

TOTAL:
10

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5. In order to properly conduct this activity, please take only a short time to review each of the following three ads for whitening toothpaste. It is not necessary for you to remember them exactly.

 

Click here to see the first ad

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Copy:

Over time, your teeth suffer the effects of normal use and wear. They lose their youthful brilliance. Now there's a toothpaste that goes beyond cleaning and whitening to help replenish your surface enamel for a long-lasting white and a smile that's timeless. Introducing new Mentadent Replenishing White--a fluoride toothpaste with Liquid Calcium technology in a perppermint flavor.

Mentadent's exclusive dual-chamber technology releases calcium and phosphate. The dentist-recommended ingredients combine to form Liquid Calcium which fills in microscopic crevices. Replenishing surface enamel, whitening your teeth and helping guiard against future stains.

Next ad

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Copy:

Each of our maximum fluoride formulas uses pure, natural Arm & Hammer baking soda. It dissolves into particles so fine that it gets into places other toothpastes can't reach, even in-between teeth and along the gum line. That's why it cleans and whitens more throroughly than regular toothpastes. In fact, many dentists use it. If you want thr best possible oral care for your teeth and gums, get one of our new, fresh-tasting formulas and start brushing healthy.

Last ad

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Copy:

Talk is cheap. Only Oral B Rembrandt Plus toothpaste has a patented Citroxain based formula that dramatically whitens teeth 5 full shades and helps protect against new stains to keep them white. Oral-B Rembrandt Plus. For a smile that says it all. Visit www.oralb.com.

 

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6. Now, you may have noticed characteristics in the ads that you were previously unaware of. Once again, please divide 10 points among these toothpastes according to how likely you are to buy each brand. Please use only whole numbers such as 1, 2, or 3. Do not use fractions such as 1 1/2 or 1.5. You do not need to give the same answers as you did on the previous page.

 

 

Mentadent:

n=89, mean=3.9, std. deviation=2.6

 

Arm & Hammer:

n=89, mean=2.4, std. deviation=2.0

 

Oral B:

n=89, mean=3.7, std. deviation=2.7

TOTAL:
10

 

 

 

7. Please answer the following questions regarding your impressions of the ad.

 

a.) Was there any one thing in these ads that made you feel differently about any one of the brands of whitening toothpaste?

 

 

Yes

n=52, 58.4%

 

No

n=7, 7.9%

 

If you choose "No," please click to question 8 now.

 

If you chose "Yes":

 

b.) Which brand did you feel most differently about?

 

 

Mentadent

n=19, 21.3%

 

Arm & Hammer

n=15, 16.9%

 

Oral B

n=25, 28.1%

 

 

c.) Did you feel more or less favorable toward it?

 

More favorable

n=52, 58.4%

Less favorable

n=7, 7.9%

 

 

d.) Briefly describe why you feel this way.

 

 

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8. For the following statements, please indicate whether you strongly agree, agree, neither agree nor disagree, disagree, or strongly disagree.

 

 

a.) Mentadent is a good brand of toothpaste.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=10

11.2%

n=46

51.7%

n=31

34.8%

n=1

1.1%

n=1

1.1%

 

b.) Mentadent gets teeth white.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=4

4.5%

n=31

34.8%

n=50

56.2%

n=3

3.4%

n=1

1.4%

 

 

 

c.) Mentadent tastes bad.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=2

2.2%

n=9

10.1%

n=46

51.7%

n=20

22.5%

n=12

13.5%

 

 

 

d.) Mentadent makes my mouth feel clean.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=8

9.0%

n=36

40.4%

n=43

48.3%

n=2

2.2%

n=0

0%

 

 

 

e.) Mentadent packaging is bulky.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=13

14.6%

n=29

32.6%

n=40

44.9%

n=6

6.7%

n=1

1.1%

 

 

 

 

f.) Mentadent makes my teeth feel dirty.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=0

0%

n=1

1.1%

n=33

37.1%

n=34

38.2%

n=21

23.6%

 

 

 

g.) Mentadent is gentle on gums.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=3

3.4%

n=15

16.9%

n=67

75.3%

n=3

3.4%

n=1

1.1%

 

 

 

h.) Mentadent is too harsh.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=1

1.1%

n=4

4.5%

n=56

62.9%

n=21

23.6%

n=7

7.9%

 

 

 

i.) Mentadent does not have a large enough flavor variety.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=2

2.2%

n=14

15.7%

n=55

61.8%

n=16

18.0%

n=2

2.2%

 

 

 

j.) I would recommend Mentadent to others.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=8

9.0%

n=21

23.6%

n=40

44.9%

n=18

20.2%

n=1

1.1%

 

 

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9. For the following statements, please indicate whether you strongly agree, agree, neither agree nor disagree, disagree, or strongly disagree.

 


a.) Arm & Hammer is a good brand of toothpaste.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=4

4.5%

n=46

51.7%

n=31

34.8%

n=6

6.7%

n=1

1.1%

 

 

 


b.) Arm & Hammer gets teeth white.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=4

4.5%

n=39

43.8%

n=39

43.8%

n=5

5.6%

n=2

2.2%

 

 

 

 

c.) Arm & Hammer tastes bad.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=3

3.4%

n=23

25.8%

n=44

49.4%

n=16

18.0%

n=3

3.4%

 

 

 


d.) Arm & Hammer makes my mouth feel clean.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=7

7.9%

n=37

41.6%

n=39

43.8%

n=5

5.6%

n=1

1.1%

 

 

 


e.) Arm & Hammer packaging is bulky.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=1

1.1%

n=1

1.1%

n=35

39.3%

n=45

50.6%

n=7

7.9%

 

 

 


f.) Arm & Hammer makes my teeth feel dirty.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=1

1.1%

n=3

3.4%

n=35

39.3%

n=41

46.1%

n=9

10.1%

 

 

 


g.) Arm & Hammer is gentle on gums.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=3

3.4%

n=22

24.7%

n=58

65.3%

n=4

4.5%

n=2

2.2%

 

 

 


h.) Arm & Hammer is too harsh.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=4

4.5%

n=38

42.7%

n=47

52.8%

n=0

0%

n=0

0%

 

 

 


i.) Arm & Hammer does not have a large enough flavor variety.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=1

1.1%

n=23

25.8%

n=46

51.7%

n=16

18.0%

n=1

1.1%

 

 

 

 

j.) I would recommend
Arm & Hammer to others.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=3

3.4%

n=27

30.3%

n=41

46.1%

n=15

16.9%

n=2

2.2%

 

 

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10. For the following statements, please indicate whether you strongly agree, agree, neither agree nor disagree, disagree, or strongly disagree.

 

a.) Oral B is a good brand of toothpaste.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=3

3.4%

n=53

59.6%

n=31

34.8%

n=1

1.1%

n=1

1.1%

 

 

 


b.) O ral B gets teeth white.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=5

5.6%

n=44

49.4%

n=40

44.9%

n=0

0%

n=0

0%

 

 

 

 

c.) Oral B tastes bad.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=1

1.1%

n=3

3.4%

n=50

56.2%

n=32

36.0%

n=3

3.4%

 

 

 


d.) Oral B makes my mouth feel clean.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=4

4.5%

n=42

47.2%

n=42

47.2%

n=1

1.1%

n=0

0%

 

 

 


e.) Oral B packaging is bulky.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=2

2.2%

n=1

1.1%

n=47

52.8%

n=35

39.3%

n=4

4.5%

 

 

 


f.) Oral B makes my teeth feel dirty.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=0

0%

n=3

3.4%

n=33

37.1%

n=45

50.6%

n=8

9.0%

 

 

 


g.) Oral B is gentle on gums.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=2

2.2%

n=24

27.0%

n=63

70.8%

n=0

0%

n=0

0%

 

 

 

h.) Oral B is too harsh.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=1

1.1%

n=1

1.1%

n=55

61.8%

n=29

32.6%

n=3

3.4%

 

 

 


i.) Oral B does not have a large enough flavor variety.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=2

2.2%

n=9

10.1%

n=59

66.3%

n=17

19.1%

n=2

2.2%

 

 

 

j.) I would recommend
Oral B to others.

 

Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

n=2

2.2%

n=37

41.6%

n=40

44.9%

n=8

9.0%

n=1

1.1%

 

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11. Please think about what was said of the products in the ads you viewed. Click the buttons which you feel describes the ad.

a.) The Mentadent ad was:

 

Informative

 

Yes

n=77, 86.5%

No

n=12, 13.5%

 

 

Irrelevant

 

Yes

n=10, 11.2%

 

No

n=79, 88.8 %

 

 

Helpful

 

Yes

n=58, 65.2%

 

No

n=31, 34.8%

 

 

Ordinary

 

Yes

n=61, 68.5%

 

No

n=28, 31.5%

 

 

Different/Unique

 

Yes

n=23, 25.8%

 

No

n=66, 74.2%

 

 

Confusing

 

Yes

n=15, 16.9%

 

No

n=74, 83.1%

 

 

Hard to Believe

 

Yes

n=18, 20.2%

 

No

n=71, 79.8%

 

 

Effective

 

Yes

n=54, 60.7%

 

No

n=35, 39.3%

 

 

Captivating

 

Yes

n=22, 24.7%

 

No

n=67, 75.3%

 

Indistinguisahble from others

Yes

n=37, 41.6%

 

No

n=52, 58.4%

 

 

 

 

b.) The Arm & Hammer ad was:

 

Informative

 

Yes

n=65, 73.0%

No

n=24, 27.0%

 

 

Irrelevant

 

Yes

n=21, 23.6%

 

No

n=68, 76.4 %

 

 

Helpful

 

Yes

n=49, 55.1%

 

No

n=40, 44.9%

 

 

Ordinary

 

Yes

n=64, 71.9%

 

No

n=25, 28.1%

 

 

Different/Unique

 

Yes

n=21, 23.6%

 

No

n=68, 76.4%

 

 

Confusing

 

Yes

n=13, 14.6%

 

No

n=76, 85.4%

 

 

Hard to Believe

Yes

n=17, 19.1%

 

No

n=72, 80.9%

 

 

Effective

 

Yes

n=31, 34.8%

 

No

n=58, 65.2%

 

 

Captivating

 

Yes

n=13, 14.6%

 

No

n=76, 85.4%

 

Indistinguisahble from others

Yes

n=42, 47.2%

 

No

n=47, 52.8%

 

 

 

c.) The Oral B ad was:

 

Informative

 

Yes

n=65, 73.0%

No

n=24, 27.0%

 

 

Irrelevant

 

Yes

n=16, 18.0%

 

No

n=73, 82.0%

 

 

Helpful

 

Yes

n=55, 61.8%

 

No

n=34, 38.2%

 

Ordinary

Yes

n=58, 65.2%

 

No

n=31, 34.8%

 

 

Different/Unique

 

Yes

n=29, 32.6%

 

No

n=60, 67.4%

 

 

Confusing

 

Yes

n=6, 6.7%

 

No

n=83, 93.3%

 

 

Hard to Believe

 

Yes

n=16, 18.0%

 

No

n=73, 82.0%

 

 

Effective

 

Yes

n=54, 60.7%

 

No

n=35, 39.3%

 

 

Captivating

 

Yes

n=32, 36.0%

 

No

n=57, 64.0%

 

 

Indistinguisahble from others

 

Yes

n=34, 38.2%

 

No

n=55, 61.8%

 

 

 

 

12. Again, please think about what was said about the products in the ads then click the buttons which you feel descibes the brand.

 


a.) The Mentadent ad is an ad that:

 

Stands out to me.

 

Yes

n=30, 33.7%

No

n=59, 66.3%

 

 

I would easily forget.

 

Yes

n=61, 68.5%

 

No

n=28, 31.5 %

 

 

I would tell people about.

Yes

n=21, 23.6%

 

No

n=68, 76.4%

 

 

Is appropriate for the product.

 

Yes

n=74, 83.1%

 

No

n=15, 16.9%

 

 

Annoys me.

 

Yes

n=14, 15.7%

 

No

n=75, 84.3%

 

 

Lacks credibility.

 

Yes

n=9, 10.1%

 

No

n=80, 89.9%

 

 

Would appeal to younger people.

 

Yes

n=19, 21.3%

 

No

n=70, 78.7%

 

 

Would appeal to older people.

 

Yes

n=57, 64.0%

 

No

n=32, 36.0%

 

 

Would appeal to both men and women.

 

Yes

n=75, 84.3%

 

No

n=14, 15.7%

 

 

I would ignore.

 

Yes

n=54, 60.7%

 

No

n=35, 39.3%

 

 

 

b.) The Arm & Hammer ad is an ad that:

 

Stands out to me.

 

Yes

n=20, 22.5%

No

n=69, 77.5%

 

 

I would easily forget.

 

Yes

n=67, 75.3%

 

No

n=22, 24.7%

 

 

I would tell people about.

 

Yes

n=11, 12.4%

 

No

n=78, 87.6%

 

 

Is appropriate for the product.

 

Yes

n=64, 71.9%

 

No

n=25, 28.1%

 

 

Annoys me.

 

Yes

n=27, 30.3%

 

No

n=62, 69.7%

 

 

Lacks credibility.

 

Yes

n=19, 21.3%

 

No

n=70, 78.7%

 

 

Would appeal to younger people.

Yes

n=33, 37.1%

 

No

n=56, 62.9%

 

 

Would appeal to older people.

 

Yes

n=44, 49.4%

 

No

n=45, 50.6%

 

 

 

Would appeal to both men and women.

 

Yes

n=51, 57.3%

 

No

n=38, 42.7%

 

 

I would ignore.

 

Yes

n=61, 68.5%

 

No

n=28, 31.5%

 

 

 

c.) The Oral B ad is an ad that:

 

Stands out to me.

Yes

n=45, 50.6%

No

n=44, 49.4%

 

 

I would easily forget.

 

Yes

n=43, 48.3%

 

No

n=46, 51.7 %

 

 

I would tell people about.

 

Yes

n=22, 24.7%

 

No

n=67, 75.3%

 

 

Is appropriate for the product.

 

Yes

n=81, 91.0%

 

No

n=8, 9.0%

 

 

Annoys me.

 

Yes

n=17, 19.1%

 

No

n=72, 80.9%

 

 

Lacks credibility.

Yes

n=17, 19.1%

 

No

n=72, 80.9%

 

 

Would appeal to younger people.

 

Yes

n=54, 60.7%

 

No

n=35, 39.3%

 

 

Would appeal to older people.

 

Yes

n=51, 57.3%

 

No

n=38, 42.7%

 

 

Would appeal to both men and women.

 

Yes

n=67, 75.3%

 

No

n=22, 24.7%

 

 

I would ignore.

 

Yes

n=39, 43.8%

 

No

n=50, 56.2%

 

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In order for the results to be evaluated properly, please asnwer the following questions. All answers will remain confidential.

 

 

What is your age group?

 

 

18-24

n=55, 61.8%

 

25-34

n=14, 15.7%

 

35-54

n=14, 15.7%

 

55+

n=5, 5.6%

 

 

What is your sex?

 

 

Male

n=20, 22.5%

 

Female

n=68, 76.4%

 

 

What is your educational level?

 

High School

Some College

College Degree

Graduate School
n=2, 2.2%
n=22, 24.7%
n=26, 29.2%
n=38, 42.7%

 

 

How many times a day do you brush your teeth?

 

 

Less than once a day

n=2, 2.2%

 

Once a day

n=11, 12.4%

 

Twice a day

n=62, 69.7%

 

More than twice a day

n=14, 15.7%

 

 

Do you always buy the same brand of toothpaste?

 

 

Yes

n=47, 52.8%

 

No

n=42, 47.2%

 

 

Please feel free to provide any additional comments.