The purpose of this copy-testing research is to examine brand preferences among three brands of tequila (Jose Cuervo, Margaritaville and Sauza) and the effect of the brands' print ads.This study will determine the initial brand preferences among the three, common attributes associated with these brands, what effect the print ads have on brand preference and which brand had the highest preference overall.
Data was collected through an online survey, and 75 respondents completed the questionnaire. This study used SPSS to analyze the data using various statistical approaches.
Initially, Jose Cuervo and Sauza were the top two brands mentioned as the respondents' last tequila purchase with Cuervo ranking higher in preference over the other brands. However, after viewing print ads for each brand, Margaritaville made big gains in brand index score while the other, more popular brands did not see as large of a change. In the end, all three brands were viewed closer to the center similarly.