Conclusions
Basic
Statistics Analysis:
I.
Paired t-Test: Brand Index Score Correlations
From these results, we can reliably assume that among women over the
age of 18, the Schick brand is perceived slightly less favorably than
Venus brand of razors, but almost three times more favorably than
BiC brand of razors. The Venus brand of razors is preferred even more
than Schick over the BiC brand of razors. The projected ranking of
the three brands among women over the age of 18 is: 1. Venus, 2. Schick,
and 3. BiC.
II.
Between Groups t-Test: Post Exposure Favorability (IV) and Brand Index
Score and Advertisement Index Score (DV’s)
The results of this survey show that those who like the Schick brand
more after seeing the ad also score the Schick brand and ad higher
than those who do not throughout the survey. Additionally, the majority
of audience members will increase their favorability of Schick after
seeing the ad. In other words, the majority of women over the age
of 18 will not only like the ad, but also like Schick after seeing
this ad.
III.
Chi-Square Significance Test: Post Exposure Favorability and Brand
Index Score
From these results, we can see that for Schick, all respondents changed
their rankings of the brand after seeing the three ads. Additionally,
those respondents that had lower than the median brand index scores
were more likely to reduce their ranking of Schick after exposure
to the ads. On the other hand, those respondents that had higher than
the median brand index scores were more likely to increase their ranking
of Schick after exposure to the ads. In all, there were slightly more
respondents that increased their ranking of Schick than decreased
after viewing the ads.
IV.
Constant Sum Scale: Post Exposure Favorability Changes
For each of the three brands, we can see that each respondent changed
their ranking of the brands after being exposed to the three ads.
This shows that the ads did have an effect on their reported brand
preference. According to this data, Schick and Venus benefited from
the greatest increase in brand favorability post exposure.
V.
Schick and Venus Brand Index Scores Compared
According to the survey research, more respondents have a higher favorability
towards the Venus brand than towards the Schick brand of razor.
VI.
Simple Correlation Coefficient: Schick and Venus Brand Index Scores
There is a slight indication that the Schick and Venus brands are
not direct competitors in the market, but instead benefit from brand
favorability from different segments of the market.
VII.
Constant Sum Scale: Women above the age of 36 and Venus Brand Index
Scores
According to the survey research, the Schick brand is viewed favorably
among the vast majority of women over the age of 36 surveyed.
Multiple
Regression Analysis
There
doesn't’t seem to be a consistent connection between how people
changed their opinion about the Schick brand after seeing the three
ads and their ratings of whether the brand was good, produced a smooth
shave, produced a close shave, was cool, was expensive, made them
feel sexy, was a trusted brand, was preferred over Venus and BiC,
a brand they would use, or a brand they would purchase. There must
be another factor that causes women over the age of 18 to change their
preferences for Schick after seeing the three ads.
There
doesn’t seem to be a consistent connection between how people
changed their opinion about the Venus brand after seeing the three
ads and their ratings of whether the brand was good, produced a smooth
shave, produced a close shave, was cool, was expensive, made them
feel sexy, was a trusted brand, was preferred over Schick and BiC,
a brand they would use, or a brand they would purchase. There must
be another factor that causes women over the age of 18 to change their
preferences for Venus after seeing the three ads.
There
doesn’t seem to be a consistent connection between how people
changed their opinion about the BiC brand after seeing the three ads
and their ratings of whether the brand was good, produced a smooth
shave, produced a close shave, was cool, was expensive, made them
feel sexy, was a trusted brand, was preferred over Schick and Venus,
a brand they would use, or a brand they would purchase. There must
be another factor that causes women over the age of 18 to change their
preferences for BiC after seeing the three ads.
Multiple
Discriminant Analysis
We
would expect consumers opinion of how good the BiC brand is, how smooth
the shave is, how close the shave is, how cool appearance of the razor
is, how sexy the razor makes them feel, how trusted the brand is,
and preference over Schick and Venus brands to be strong indicators
of whether or not they will change their opinion of the brand following
exposure to advertisements.
Consumers’
opinion of how smooth the shave is, how close the shave is, how cool
the razor looks, how trusted the brand is, and purchase intent are
strong indicators of whether or not they will change their opinion
of the brand following exposure to the advertisements.
There
is a substantial difference between the two groups in the population.
In other words, consumers that will rank BiC higher before exposure
to the ads differ considerably in from consumers that will rank BiC
higher after exposure.
Female
consumers over the age of 18 will either have a higher ranking of
BiC brand razors after being exposed to the three ads or a lower ranking
after exposure based on their opinions of how good the brand is, how
smooth the shave is, how close the shave is, how cool the razor looks,
how sexy the razor makes them feel, how trusted the brand is, their
preference over Schick and Venus brands, and their purchase intent.
ANOVA/MANOVA
According
to the data, we can see that there is very little difference in the
mean score for Likert item smooth shave between the two higher post
ranking groups and the 36 and older, lower post ranking group. We
do know, however, that differences exist in participant’s opinion
of how smooth the shave is from a BiC razor for women under the age
of 36 that ranked the BiC brand lower after viewing the ads and the
other participants in the survey.
According
to the data, we can see that there is very little difference among
the mean scores for the Likert items between the two higher post ranking
groups and the and older, lower post ranking group. We do know, however,
that differences exist in participants’ opinion of the 10 Likert
items for women under the age of 36 and ranked the BiC brand lower
after viewing the three ads.
It does not make a difference as to whether women over the age of
18 are older or younger than 35 and what their opinions are related
to the BiC brand as indicated in the Likert questionnaire items on
how the participants responded to viewing the ads.
Factor
Analysis
From
this, we can see the preference order of these three disposable razor
brands among women over the age of 18 that participated in this study
to be Schick and Venus tied for 1st, followed by BiC.
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