Executive Summary

The purpose of this survey was to determine brand preference for three brands of vodka using copy testing. The three brands examined were Finlandia, Absolut, and Grey Goose. This study determined the initial brand preference, analyzed common attributes associated with each brand, and then find the effect of print ads on brand preference.

Respondents for the survey were solicited through email, and asked to fill out an online form. The results were collected on to a database, and then analyzed using the statistics software program SPSS. 61 people completed the survey.

The survey was analyzed using four different analyses in SPSS. The tests supplied descriptive and inferential statistics that were used to describe the data collected and tested if the results were significant and could be applied to the general population. Overall, Absolut vodka had the highest brand preference, but the advertisement of Absolut vodka had the negative impact, while the advertisements of both Finlandia and Grey Goose had the positive impact.