The purpose of this study was to analyze the change in brand preferences in three brands of soap before and after exposure to advertisements. Specifically, Dove, Olay and Zest were examined for this study.
Due to time and budget constraints, this study used a non-random (convenience) sampling. People who were considered as samples were asked to complete the survey online. An email was sent to the "target audience" to request participation for this study.
Data were collected via an online questionnaire completed by 60 respondents and later imported into SPSS for a variety of statistical analyses.
Overall, the results revealed Dove had the highest and consistent preference among consumers. Olay print ad was most effective on changing consumers' attitudes. Respondents had less favor on Zest and its print ad.
For detailed analysis and conclusions, please go through the report.