This study analyzes consumer preferences for three brands of shampoo and investigates the impact of print advertisements on brand perceptions. The data collected from the seventy people who participated in this study was analyzed in SPSS using statistical methods including t-tests (paired and between-groups), chi-squared significance tests, frequency counts, simple correlations, regression and discriminant analyses, ANOVA/MANOVA, and finally, factor and cluster analyses. Statistical significance was set at p≤.15, indicating that in 85 or more samples of 100 samples drawn from the same population as this sample, the expected values would be about the same as those reported here.

The three brands tested in this research study were Sunsilk, Dove, and Suave. Overall, the brands were liked almost equally, however Dove had the highest mean Brand Index Score. Although Suave proved to have the highest pre-ad exposure rating, post-ad exposure respondents preferred Dove. Sunsilk received the lowest ratings pre and post exposure.

The Sunsilk ad had the greatest positive influence; followed by Dove. Thirty-five people (50% of the sample) had positive change scores after viewing the ad for Sunsilk, and twenty-eight people (40% of the sample) had positive change scores after viewing the ad for Dove. The Suave advertisement had the least influence in promoting favorable brand opinions. In fact, after viewing the Suave ad, thirty-eight people (54% of the sample) reported feeling less favorable towards the brand through decreased Brand Index Scores during the post-test, while only ten respondents (14% of the sample) had higher Brand Index Scores, or an increase in brand preference. These findings were found to be statistically significant and can be used to describe the larger population.

Findings also discovered that there is a statistically significant relationship between a respondent’s intention to purchase Suave (moving up, moving down, or staying the same) and whether the respondents brand index score for Suave was above or below the median Suave brand index score (32).

Survey results indicate a weak relationship between how respondents rated brand attributes and how they responded to the advertising. Because of this, we cannot accurately predict Up-Movers and Down-Movers based on the Likert item responses. For Sunsilk, only 14.0% of how many respondents liked the Sunsilk ad is explained by how much they like the brand. Only one of the brand attributes Likert items– "I would recommend Sunsilk to a friend"– best explains the variance in pre-to-post change scores. Similarly, Dove also exhibited a weak relationship between brand attitudes and responses to the advertisement; only 13.2% of how much respondents liked the Dove ad is explained by how much they like the brand. Again, one of the brand attributes Likert items– "I think Dove is a good smelling shampoo"– best explains the variance in pre-to-post change scores. Suave exhibited only a slightly stronger relation than that found for Dove and Sunsilk; 16.3% of how much respondents liked the Suave ad is explained by how much they like the brand. However, none of the Likert items for Suave were found to be significant.

Unfortunately, as with most any research, there are limitations. Although adequate for the purposes of this study, a sample size of seventy respondents is relatively small. Additionally, due to constraints of both time and resources, a convenience sample was used instead of a preferred random sample and control group. Nonetheless, some of the findings are significant and can be used in future research.