My name is Elaine. I am conducting a research project on consumer brand preference
as a graduate student at the University of Texas in Austin.
I truly appreciate your contribution in fully completing this confidential survey for
FEMALES AGE 18+ ONLY.
The survey will take less than 10 minutes to complete.
Click Here to Begin Survey
Total sample size=122
applicable to all questions except noted otherwise
Section 1
1. Please fill in the brand names for each of the listed products you have last bought. You may type "NONE" for any of the products you have not purchased before.
The last time you purchased pantiliners which brand did you choose? Brand Name: Kotex: n=41, 33.6% Always: n=36, 29.5% Carefree: n=14, 11.5% Others: n=31, 25.4% The last time you purchased painkillers which brand did you choose? Brand Name: Advil: n=39, 32.0% Tylenol: n=32, 26.2% Motrin: n=9, 7.4% Others: n=42, 34.4% The last time you purchased sanitary napkins which brand did you choose? Brand Name: Always: n=73, 59.8% Kotex: n=17, 13.9% Stayfree: n=9, 7.4% Others: n=23, 18.9%
Brand Name: Kotex: n=41, 33.6% Always: n=36, 29.5% Carefree: n=14, 11.5% Others: n=31, 25.4%
Brand Name:
Brand Name: Advil: n=39, 32.0% Tylenol: n=32, 26.2% Motrin: n=9, 7.4% Others: n=42, 34.4%
Brand Name: Always: n=73, 59.8% Kotex: n=17, 13.9% Stayfree: n=9, 7.4% Others: n=23, 18.9%
2. Here are three brands of pantiliners. Please divide up 10 points among these three brands, giving more points to the brand you are most likely going to purchase. Use whole numbers only (ex. 0,2,8). Do not use fractions (ex. 1/2, 3.75, 5.75).
Kotex: Carefree: Always: Total= 10 Kotex: mean=3.3, sd=2.89 Carefree: mean=1.9, sd=2.12 Always: mean=4.5, sd=3.04
3. Here are three brands of painkillers. Please divide up 10 points among these three brands, giving more points to the brand you are most likely going to purchase. Use whole numbers only (ex. 0,2,8). Do not use fractions (ex. 1/2, 3.75, 5.75).
Advil: Tylenol: Midol: Total= 10 Advil: mean=4.7, sd=4.87 Tylenol: mean=4.0, sd=2.80 Midol: mean=1.8, sd=2.05
4. Here are three brands of sanitary napkins. Please divide up 10 points among these three brands, giving more points to the brand you are most likely going to purchase. Use whole numbers only (ex. 0,2,8). Do not use fractions (ex. 1/2, 3.75, 5.75).
Always: Kotex: Stayfree: Total= 10 Always: mean=6.1, sd=3.42 Kotex: mean=2.1, sd=2.52 Stayfree: mean=1.7, sd=2.42 Click Here to Continue
Always: Kotex: Stayfree: Total= 10 Always: mean=6.1, sd=3.42 Kotex: mean=2.1, sd=2.52 Stayfree: mean=1.7, sd=2.42
Click Here to Continue
Please examine the next three print advertisements and read the copy.
It is important that you take about 20 seconds to review each of these ads for the following questions to come.
Click Here to Examine the First Ad
Copy:
Stay inside the lines.
With unique LeakGuard Barriers plus a LeakGuard Core, no Ultra protects
you better against leaks than Always. Now that's a pretty picture.
Have a happy period.
Click Here to Examine the Second Ad
A new kind of activewear.
Introducing the thinnest most flexible Kotex Ultra Thin ever. It moves with you.
So you're free to jog, hip-hop or just flop-right on to the couch.
Click Here to Examine the Third Ad
Stay drier. Stay closer. Stayfree dry max Ultra Thin.
The driest Ultra Thin you can buy.
10x drier than Always Ultra Thin.
Real life needs drier protection. LifeProof protection.
Section 2
5. Now that you have examined the three print advertisements for sanitary napkins, please reevaluate and divide up 10 points among these three brands AGAIN, giving more points to the brand of sanitary napkins you are most likely going to purchase after exposure to these ads. Use whole numbers only (ex. 0,2,8). Do not use fractions (ex. 1/2, 3.75, 5.75). You may enter the same numbers as before if you feel the same. Please refrain from reexamining the ads.
Always: Kotex: Stayfree: Total= 10 Always: mean=5.4, sd=2.86 Kotex: mean=2.8, sd=2.56 Stayfree: mean=1.8, sd=2.07
6. The following questions regard your impression of the brands you've just reviewed.
a. Did the print advertisements affect your impression of the brands? Yes No Yes: n=66, 54.1% No: n=56, 45.9% If You Answered "No" Click Here to Continue
a. Did the print advertisements affect your impression of the brands?
Yes No Yes: n=66, 54.1% No: n=56, 45.9%
If You Answered "No" Click Here to Continue
If you answered "Yes" please continue to answer the following questions.
b. Which brand do you feel most differently about after examining the print advertisements? Always Kotex Stayfree Always: n=14, 11.5% Kotex: n=25, 20.5% Stayfree: n=29, 23.8% c. Do you feel more favorable or less favorable toward the brand you just chose? More Favorable Less Favorable More: n=52, 42.6% Less: n=16, 13.1% d. Briefly describe how the print advertisement for this brand make you feel this way?
b. Which brand do you feel most differently about after examining the print advertisements?
Always Kotex Stayfree Always: n=14, 11.5% Kotex: n=25, 20.5% Stayfree: n=29, 23.8%
c. Do you feel more favorable or less favorable toward the brand you just chose?
More Favorable Less Favorable More: n=52, 42.6% Less: n=16, 13.1%
d. Briefly describe how the print advertisement for this brand make you feel this way?
Section 3
7. Listed are statements regarding your impression of Always sanitary napkins. Please indicate how strongly you agree or disagree with each statement.
Always is a good brand of sanitary napkins. (mean=4.0, sd=1.08) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=4, 3.3% n=3, 2.5% n=20, 16.4% n=52, 42.6% n=41, 33.6% Always sanitary napkins are comfortable. (mean=3.8, sd=1.00) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=4, 3.3% n=9, 7.4% n=28, 23.0% n=53, 43.4% n=28, 23.0% Always sanitary napkins protect against odor. (mean=3.4, sd=0.84) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=1, 0.8% n=15, 12.3% n=54, 44.3% n=42, 34.4% n=10, 8.2% Always sanitary napkins do NOT fit in my pockets. (mean=2.9, sd=1.07) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=6, 4.9% n=36, 29.5% n=33, 27.0% n=38, 31.1% n=8, 6.6% Always sanitary napkins prevent leaks. (mean=3.7, sd=0.78) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=0, 0.0% n=9, 12.3% n=30, 24.6% n=67, 54.9% n=16, 13.1% Always sanitary napkins do NOT keep me feeling dry. (mean=3.4, sd=0.86) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=6, 4.9% n=55, 45.1% n=41, 33.6% n=18, 14.8% n=2, 1.6% Always sanitary napkins are expensive. (mean=2.8, sd=0.79) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=1, 0.8% n=17, 13.9% n=69, 56.6% n=27, 22.1% n=8, 6.6% Always is my brand of choice when purchasing sanitary napkins. (mean=3.7, sd=1.37) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=9, 7.4% n=12, 9.8% n=16, 13.1% n=38, 31.1% n=44, 36.1% Always sanitary napkins are high in quality. (mean=3.9, sd=0.85) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=0, 0.0% n=2, 1.6% n=33, 27.0% n=55, 45.1% n=31, 25.4% Always sanitary napkins have a visually appealing package. (mean=3.6, sd=0.82) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=1, 0.8% n=7, 5.7% n=48, 39.3% n=50, 41.0% n=16, 13.1%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=4, 3.3% n=3, 2.5% n=20, 16.4% n=52, 42.6% n=41, 33.6%
Strongly Disagree
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=4, 3.3% n=9, 7.4% n=28, 23.0% n=53, 43.4% n=28, 23.0%
n=28, 23.0%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=1, 0.8% n=15, 12.3% n=54, 44.3% n=42, 34.4% n=10, 8.2%
n=10, 8.2%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=6, 4.9% n=36, 29.5% n=33, 27.0% n=38, 31.1% n=8, 6.6%
n=8, 6.6%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=0, 0.0% n=9, 12.3% n=30, 24.6% n=67, 54.9% n=16, 13.1%
n=16, 13.1%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=6, 4.9% n=55, 45.1% n=41, 33.6% n=18, 14.8% n=2, 1.6%
n=2, 1.6%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=1, 0.8% n=17, 13.9% n=69, 56.6% n=27, 22.1% n=8, 6.6%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=9, 7.4% n=12, 9.8% n=16, 13.1% n=38, 31.1% n=44, 36.1%
n=44, 36.1%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=0, 0.0% n=2, 1.6% n=33, 27.0% n=55, 45.1% n=31, 25.4%
n=31, 25.4%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=1, 0.8% n=7, 5.7% n=48, 39.3% n=50, 41.0% n=16, 13.1%
8. Listed are statements regarding your impression of Kotex sanitary napkins. Please indicate how strongly you agree or disagree with each statement.
Kotex is a good brand of sanitary napkins. (mean=3.4, sd=0.84) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=0, 0.0% n=9, 7.4% n=56, 45.9% n=48, 39.3% n=7, 5.7% Kotex sanitary napkins are comfortable. (mean=3.1, sd=0.93) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=2, 1.6% n=14, 11.5% n=66, 54.1% n=30, 24.6% n=7, 5.7% Kotex sanitary napkins protect against odor. (mean=3.1, sd=0.59) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=0, 0.0% n=10, 8.2% n=91, 74.6% n=19, 15.6% n=1, 0.8% Kotex sanitary napkins do NOT fit in my pockets. (mean=2.9, sd=0.90) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=3, 2.5% n=20, 16.4% n=67, 54.9% n=24, 19.7% n=6, 4.9% Kotex sanitary napkins prevent leaks. (mean=3.1, sd=0.90) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=3, 2.5% n=19, 15.6% n=64, 52.5% n=29, 23.8% n=5, 4.1% Kotex sanitary napkins do NOT keep me feeling dry. (mean=3.2, sd=0.78) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=6, 4.9% n=27, 22.1% n=72, 59.0% n=16, 13.1% n=0, 0.0% Kotex sanitary napkins are expensive. (mean=3.0, sd=0.79) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=2, 1.6% n=24, 19.7% n=77, 63.1% n=16, 13.1% n=0, 0.0% Kotex is my brand of choice when purchasing sanitary napkins. (mean=2.7, sd=1.06) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=16, 13.1% n=31, 25.4% n=56, 45.9% n=9, 7.4% n=9, 7.4% Kotex sanitary napkins are high in quality. (mean=3.2, sd=0.73) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=1, 0.8% n=12, 9.8% n=70, 57.4% n=36, 29.5% n=2, 1.6% Kotex sanitary napkins have a visually appealing package. (mean=3.2, sd=0.94) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=0, 0.0% n=13, 10.7% n=62, 50.8% n=36, 29.5% n=7, 5.7% Click Here to Continue
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=0, 0.0% n=9, 7.4% n=56, 45.9% n=48, 39.3% n=7, 5.7%
n=7, 5.7%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=2, 1.6% n=14, 11.5% n=66, 54.1% n=30, 24.6% n=7, 5.7%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=0, 0.0% n=10, 8.2% n=91, 74.6% n=19, 15.6% n=1, 0.8%
n=91, 74.6%
n=1, 0.8%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=3, 2.5% n=20, 16.4% n=67, 54.9% n=24, 19.7% n=6, 4.9%
n=6, 4.9%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=3, 2.5% n=19, 15.6% n=64, 52.5% n=29, 23.8% n=5, 4.1%
n=5, 4.1%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=6, 4.9% n=27, 22.1% n=72, 59.0% n=16, 13.1% n=0, 0.0%
n=0, 0.0%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=2, 1.6% n=24, 19.7% n=77, 63.1% n=16, 13.1% n=0, 0.0%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=16, 13.1% n=31, 25.4% n=56, 45.9% n=9, 7.4% n=9, 7.4%
n=9, 7.4%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=1, 0.8% n=12, 9.8% n=70, 57.4% n=36, 29.5% n=2, 1.6%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=0, 0.0% n=13, 10.7% n=62, 50.8% n=36, 29.5% n=7, 5.7% Click Here to Continue
9. Listed are statements regarding your impression of Stayfree sanitary napkins. Please indicate how strongly you agree or disagree with each statement.
Stayfree is a good brand of sanitary napkins. (mean=3.2, sd=0.66) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=1, 0.8% n=7, 5.7% n=75, 61.5% n=38, 31.1% n=0, 0.0% Stayfree sanitary napkins are comfortable. (mean=3.1, sd=0.78) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=2, 1.6% n=8, 6.6% n=80, 65.6% n=26, 21.3% n=4, 3.3% Stayfree sanitary napkins protect against odor. (mean=3.1, sd=0.63) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=1, 0.8% n=10, 8.2% n=87, 71.3% n=22, 18.0% n=1, 0.8% Stayfree sanitary napkins do NOT fit in my pockets. (mean=3.0, sd=0.72) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=1, 0.8% n=20, 16.4% n=82, 67.2% n=16, 13.1% n=1, 0.8% Stayfree sanitary napkins prevent leaks. (mean=3.0, sd=0.82) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=1, 0.8% n=12, 9.8% n=78, 63.9% n=26, 21.3% n=1, 0.8% Stayfree sanitary napkins do NOT keep me feeling dry. (mean=3.1, sd=0.60) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=1, 0.8% n=21, 17.2% n=89, 73.0% n=10, 8.2% n=0, 0.0% Stayfree sanitary napkins are expensive. (mean=3.1, sd=0.61) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=3, 2.5% n=15, 12.3% n=93, 76.2% n=10, 8.2% n=0, 0.0% Stayfree is my brand of choice when purchasing sanitary napkins. (mean=2.6, sd=1.10) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=28, 23.0% n=12, 9.8% n=64, 52.5% n=12, 9.8% n=4, 3.3% Stayfree sanitary napkins are high in quality. (mean=3.1, sd=0.70) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=0, 0.0% n=13, 10.7% n=82, 67.2% n=24, 19.7% n=1, 0.8% Stayfree sanitary napkins have a visually appealing package. (mean=3.0, sd=0.67) Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=3, 2.5% n=14, 11.5% n=85, 69.7% n=19, 15.6% n=0, 0.0% Click Here to Continue
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=1, 0.8% n=7, 5.7% n=75, 61.5% n=38, 31.1% n=0, 0.0%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=2, 1.6% n=8, 6.6% n=80, 65.6% n=26, 21.3% n=4, 3.3%
n=4, 3.3%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=1, 0.8% n=10, 8.2% n=87, 71.3% n=22, 18.0% n=1, 0.8%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=1, 0.8% n=20, 16.4% n=82, 67.2% n=16, 13.1% n=1, 0.8%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=1, 0.8% n=12, 9.8% n=78, 63.9% n=26, 21.3% n=1, 0.8%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=1, 0.8% n=21, 17.2% n=89, 73.0% n=10, 8.2% n=0, 0.0%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=3, 2.5% n=15, 12.3% n=93, 76.2% n=10, 8.2% n=0, 0.0%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=28, 23.0% n=12, 9.8% n=64, 52.5% n=12, 9.8% n=4, 3.3%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=0, 0.0% n=13, 10.7% n=82, 67.2% n=24, 19.7% n=1, 0.8%
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree n=3, 2.5% n=14, 11.5% n=85, 69.7% n=19, 15.6% n=0, 0.0% Click Here to Continue
Section 4
10. Please check all the adjectives that describe each brand's print advertisement you've examined in this survey. Please refrain from reexamining the ads.
Always Kotex Stayfree Creative Boring Hard to believe Easy to understand Informative Different/Unique Visually Appealing Memorable Confusing Persuasive Always Kotex Stayfree yes no yes no yes no Creative n=80, 65.6% n=42, 34.4% n=67, 54.9% n=55, 45.1% n=15, 12.3% n=107, 87.7% Boring n=23, 18.9% n=99, 81.1% n=22, 18.0% n=100, 82.0% n=67, 54.9% n=55, 45.1% Hard to believe n=14, 11.5% n=108, 88.5% n=25, 20.5% n=97, 79.5% n=37, 30.3% n=85, 69.7% Easy to understand n=98, 80.3% n=24, 19.7% n=63, 51.6% n=59, 48.4% n=47, 38.5% n=75, 61.5% Informative n=63,51.6% n=59, 48.4% n=39, 32.0% n=83, 68.0% n=40, 32.8% n=82, 67.2% Different/Unique n=64, 52.5% n=58, 47.5% n=69, 56.6% n=53, 43.4% n=11, 9.0% n=111, 91.0% Visually Appealing n=66, 54.1% n=56, 45.9% n=68, 55.7% n=54, 44.3% n=28, 23.0% n=94, 77.0% Memorable n=72, 59.0% n=50, 41.0% n=55, 45.1% n=67, 54.9% n=15, 12.3% n=107, 87.7% Confusing n=7, 5.7% n=115, 94.3% n=25, 20.5% n=97, 79.5% n=33, 27.0% n=89, 73.0% Persuasive n=54, 44.3% n=68, 55.7% n=34, 27.9% n=88, 72.1% n=22, 18.0% n=100, 82.0%
11. Please check all the statements that describe each brand's print advertisement you've examined in this survey. Please refrain from reexamining the ads.
Always Kotex Stayfree This ad is annoying. This ad contains useful information. This ad is believable. This ad is easy to remember. This ad makes me think differently about sanitary napkins. This ad makes me want to buy the product. This ad teaches me something new about sanitary napkins. This ad will catch my attention if I saw it in a magazine. This ad appeals to young women. I want to see this ad again. Always Kotex Stayfree yes no yes no yes no</