This study attempted to analyze brand preferences as well as determine the effect of print ads for three soap brands. Sixty people responded to a request to complete an online questionnaire. The collected data was analyzed using a variety of statistical methods, including t-tests (paired and independent samples), chi-square significance test (Dove), frequency counting, simple correlations, regression analysis, discriminant analysis (Dove), and factor analysis. Statistical significance throughout (indicating that in 85 or more samples drawn from the same population as this sample, the expected values would be the same as those reported here) was set at *p < .15.
Overall, Dove had the highest brand preference before and after ad exposure. Olay was the second most preferred brand, while Zest was the least favored brand. Given the statistical significance, it can be assumed that Dove is also preferred by the greater population. However, it is important to note that The Dove ad in the survey seemed to have a negative effect on respondents rather than positive, since more than one third of all respondents moved down on impression toward Dove brand after seeing the ad. This could be devastating for a brand, as it means that its advertisement is creating a negative brand image that could ultimately result in a lack of sales and brand equity. On the contrary, Olay and Zest did not necessarily contribute to more positive attitudes of the respondents, but had the most influence preventing favorability diminish.
The study has its limitations. The sample size of 60 respondents is relatively small, but should be adequate for the statistical procedures employed. A convenience sample was used instead of a preferred random sample and a control group due to constraints of both time and resources.
Although having some limitations, it still provides some interesting information and can serve as a basis for future analysis and discussion.