Vodka Consumer Preference Survey

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Section one

Please answer each question in the text space provided.
1. The last time you purchased beer, which brand did you purchase?
Budweiser n=11 (18.0%); Miller n=9 (14.8%); Shiner n=6 (9.8%); Heineken n=4 (6.6%); Samuel Adams n=4 (6.6%); all others n=27 (44.3%)	Total n=61
2. The last time you purchased wine, which brand did you purchase?
Yellow Tail n=11 (18.0%); Kenwood n=7 (11.5%); Redcliff n=6 (9.8%); Belvedere n=4 (6.6%); Wood Bridge n=3 (4.9%); Mondavi n=3 (4.9%); all others n=27 (44.3%)	Total n=61
3. The last time you purchased vodka, which brand did you purchase?
Absolut n=24 (39.3%); Grey Goose n=10 (16.4%); Smirnoff n=5 (8.2%); Finlandia n=4 (6.6%); Skyy n=4 (6.6%); all others n=14 (23.0%)	Total n=61

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Section two

Please divide 10 points among the following three beer brands. Use the points to indicate how likely you would be to purchase each brand.
Miller		n=61; Mean=4.4; Standard deviation=2.0
Budweiser		n=61; Mean=3.5; Standard deviation=2.0
Coors		n=61; Mean=2.3; Standard deviation=2.0
Total		10


Please divide 10 points among the following three wine brands. Use the points to indicate how likely you would be to purchase each brand.
Kenwood		n=61; Mean=3.8; Standard deviation=2.3
Redcliff		n=61; Mean=3.0; Standard deviation=1.9
Belvedere		n=61; Mean=2.7; Standard deviation=2.4
Total		10


Please divide 10 points among the following three vodka brands. Use the points to indicate how likely you would be to purchase each brand.
Finlandia		n=61; Mean=2.4; Standard deviation=1.9
Absolut		n=61; Mean=4.2; Standard deviation=2.6
Grey Goose		n=61; Mean=2.7; Standard deviation=2.5
Total		10

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Section three

Please review the following three vodka ads for 30 seconds each. Once you have finished, continue with questions without clicking back to the ads. It is not necessary for you to remember them exactly.

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Copy:

When you have nothing to hide behind, you tend not to hide anything.

Naked Vodka

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Copy:

ABSOLUT AROMATHERAPY.

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Copy:

THE WORLD'S BEST MARTINI

STARTS WITH GREY GOOSE.

GREY GOOSE

World's Best Tasting Vodka

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Section four

Now that you have seen the three advertisements, your opinions may or may not have changed. Again, please divide 10 points among the brands, indicating how likely you would be to purchase each brand.
Finlandia		n=61; Mean=3.9; Standard deviation=2.3
Absolut		n=61; Mean=3.4; Standard deviation=2.5
Grey Goose		n=61; Mean=2.9; Standard deviation=2.1
Total		10

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Section five

After seeing the advertisements, do you feel any differently towards the brands of vodka?
Yes		n=42 (68.9%)
No		n=19 (31.1%)
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If yes, which brand do you feel most differently about?
Finlandia		n=26 (42.6%)
Absolut		n=11 (18.0%)
Grey Goose		n=6 (9.8%)


Do you now feel more or less favorably towards the brand?
More		n=35 (57.4%)
Less		n=7 (11.5%)


Please briefly describe what influenced you.

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For the following questions, please indicate how strongly you feel about Absolut vodka by selecting one of the given options.

1. Absolut is a good brand of vodka.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=17 (27.9%)	n=26 (42.6%)	n=8 (13.1%)	n=4 (6.6%)	n=6 (9.8%)
2. I prefer Absolut over other brands of vodka.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=14 (23.0%)	n=21 (34.4%)	n=12 (19.7%)	n=9 (14.8%)	n=4 (6.6%)
3. I would drink Absolut vodka.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=17 (27.9%)	n=23 (37.7%)	n=12 (19.7%)	n=6 (9.8%)	n=2 (3.3%)
4. Absolut is too expensive.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=4 (6.6%)	n=18 (29.5%)	n=28 (45.9%)	n=11 (18.0%)	n=0 (0.0%)
5. Absolut is a brand I trust.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=17 (27.9%)	n=25 (41.0%)	n=12 (19.7%)	n=4 (6.6%)	n=2 (3.3%)
6. Absolut vodka tastes bad.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=8 (13.1%)	n=28 (45.9%)	n=19 (31.1%)	n=5 (8.2%)	n=1 (1.6%)
7. Absolut vodka is good for making mixed drinks requiring vodka.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=9 (14.8%)	n=32 (52.5%)	n=15 (24.6%)	n=4 (6.6%)	n=1 (1.6%)
8. I would feel good about drinking Absolut vodka.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=11 (18.0%)	n=31 (50.8%)	n=15 (24.6%)	n=4 (6.6%)	n=0 (0.0%)
9. Absolut vodka has an attractive bottle.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=17 (27.9%)	n=26 (42.6%)	n=10 (16.4%)	n=8 (13.1%)	n=0 (0.0%)
10. I like the image conveyed about me when I drink Absolut vodka.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=14 (23.0%)	n=23 (37.7%)	n=20 (32.8%)	n=3 (4.9%)	n=1 (1.6%)

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For the following questions, please indicate how strongly you feel about Grey Goose vodka by selecting one of the given options.

1. Grey Goose is a good brand of vodka.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=19 (31.1%)	n=18 (29.5%)	n=18 (29.5%)	n=6 (9.8%)	n=0 (0.0%)
2. I prefer Grey Goose over other brands of vodka.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=15 (24.6%)	n=21 (34.4%)	n=16 (26.2%)	n=7 (11.5%)	n=1 (1.6%)
3. I would drink Grey Goose vodka.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=14 (23.0%)	n=20 (32.8%)	n=21 (34.4%)	n=5 (8.2%)	n=0 (0.0%)
4. Grey Goose is too expensive.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=3 (4.9%)	n=16 (26.2%)	n=22 (36.1%)	n=15 (24.6%)	n=5 (8.2%)
5. Grey Goose is a brand I trust.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=12 (19.7%)	n=23 (37.7%)	n=20 (32.8%)	n=6 (9.8%)	n=0 (0.0%)
6. Grey Goose vodka tastes bad.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=6 (9.8%)	n=26 (42.6%)	n=22 (36.1%)	n=5 (8.2%)	n=0 (0.0%)
7. Grey Goose vodka is good for making mixed drinks requiring vodka.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=12 (19.7%)	n=23 (37.7%)	n=20 (32.8%)	n=4 (6.6%)	n=0 (0.0%)
8. I would feel good about drinking Grey Goose vodka.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=14 (23.0%)	n=23 (37.7%)	n=20 (32.8%)	n=2 (3.3%)	n=0 (0.0%)
9. Grey Goose vodka has an attractive bottle.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=9 (14.8%)	n=25 (41.0%)	n=13 (21.3%)	n=9 (14.8%)	n=3 (4.9%)
10. I like the image conveyed about me when I drink Grey Goose vodka.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=11 (18.0%)	n=23 (37.7%)	n=22 (36.1%)	n=5 (8.2%)	n=0 (0.0%)

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Section seven

Consider the advertisements you previously saw for the three brands of vodka. Please do not go back to view the ads again. For the following phrases, please check all boxes that apply to each brand. More than one brand can be selected for each statement.
		Finlandia Vodka		Absolut Vodka		Grey Goose Vodka
	Boring		n=18 (29.5%)		n=27 (44.3%)		n=36 (59.0%)
	Informative		n=29 (47.5%)		n=22 (36.1%)		n=21 (34.4%)
	Hard to believe		n=13 (21.3%)		n=21 (34.4%)		n=21 (34.4%)
	Memorable		n=38 (62.3%)		n=34 (55.7%)		n=16 (26.2%)
	Different / Unique		n=39 (63.9%)		n=25 (41.0%)		n=17 (27.9%)
	Important		n=28 (45.9%)		n=25 (41.0%)		n=13 (21.3%)
	Confusing		n=7 (11.5%)		n=24 (39.3%)		n=18 (29.5%)
	Creative		n=38 (62.3%)		n=29 (47.5%)		n=13 (21.3%)
	Common / Ordinary		n=20 (32.8%)		n=27 (44.3%)		n=28 (45.9%)
	Easy to Understand		n=40 (65.6%)		n=31 (50.8%)		n=33 (54.1%)

Section eight

Again recall the ads for the three brands of vodka. Answer the following questions with "yes" or "no" for each brand.
	1. After seeing the ad for the Finlandia, I believe:
		Yes	No
	This ad was annoying.
	This ad was annoying.	n=6 (9.8%)	n=55 (90.2%)
	This ad contained useful information.
	This ad contained useful information.	n=37 (60.7%)	n=24 (39.3%)
	This ad was believable.
	This ad was believable.	n=47 (77.0%)	n=14 (23.0%)
	This ad would be easy to remember.
	This ad would be easy to remember.	n=41 (67.2%)	n=20 (32.8%)
	This ad would catch my attention if it was in a magazine.
	This ad would catch my attention if it was in a magazine.	n=42 (68.9%)	n=19 (31.1%)
	This ad made me think differently about vodka.
	This ad made me think differently about vodka.	n=35 (57.4%)	n=26 (42.6%)
	This ad would appeal to women more than men.

Section six

For the following questions, please indicate how strongly you feel about Finlandia vodka by selecting one of the given options.
1. Finlandia is a good brand of vodka.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=14 (23.0%)	n=29 (47.5%)	n=14 (23.0%)	n=3 (4.9%)	n=0 (0.0%)
2. I prefer Finlandia over other brands of vodka.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=11 (18.0%)	n=21 (34.4%)	n=18 (29.5%)	n=9 (14.8%)	n=1 (1.6%)
3. I would drink Finlandia vodka.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=13 (21.3%)	n=28 (45.9%)	n=15 (24.6%)	n=5 (8.2%)	n=0 (0.0%)
4. Finlandia is too expensive.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=3 (4.9%)	n=12 (19.7%)	n=30 (49.2%)	n=11 (18.0%)	n=2 (3.3%)
5. Finlandia is a brand I trust.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=5 (8.2%)	n=27 (44.3%)	n=24 (39.3%)	n=5 (8.2%)	n=0 (0.0%)
6. Finlandia vodka tastes bad.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=7 (11.5%)	n=23 (37.7%)	n=27 (44.3%)	n=3 (4.9%)	n=0 (0.0%)
7. Finlandia vodka is good for making mixed drinks requiring vodka.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=3 (4.9%)	n=26 (42.6%)	n=27 (44.3%)	n=3 (4.9%)	n=1 (1.6%)
8. I would feel good about drinking Finlandia vodka.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=7 (11.5%)	n=31 (50.8%)	n=19 (31.1%)	n=3 (4.9%)	n=0 (0.0%)
9. Finlandia vodka has an attractive bottle.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=18 (29.5%)	n=28 (45.9%)	n=9 (14.8%)	n=5 (8.2%)	n=0 (0.0%)
10. I like the image conveyed about me when I drink Finlandia vodka.
Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=14 (23.0%)	n=18 (29.5%)	n=20 (32.8%)	n=6 (9.8%)	n=2 (3.3%)