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  1. 1. DePaul Students’ Perceptions of Vodka Brands based on Advertising By: Eric Hominick, Brooke Houle, Kassandra Hendrickson, Kara Drapala
  2. 2. The Question <ul><li>What shapes our perception of brands? </li></ul><ul><li>In this case, Vodka. </li></ul><ul><li>Do advertisements play a major role? </li></ul>
  3. 3. So Why Vodka? <ul><li>We all have experienced standing in the liquor store aisle, staring at the myriad of bottles. But what makes one go for that Grey Goose over Skol exactly? Could the advertisements of certain brands be our motivator? </li></ul>
  4. 4. Hypothesis <ul><li>Vodka advertisements influence DePaul students and their perception of vodka brands. </li></ul>
  5. 5. Demographics <ul><li>Male/Female? </li></ul><ul><li>Ethnicity? </li></ul>
  6. 6. Demographics <ul><li>Annual Income? </li></ul><ul><li>Do you drink? </li></ul>
  7. 7. Question 5 <ul><li>I think vodka is classy: </li></ul>
  8. 8. Question 6 <ul><li>Downtown clubbing goes hand in hand with vodka? </li></ul>
  9. 9. Question 7 <ul><li>House parties and vodka go hand in hand? </li></ul>
  10. 10. Question 8 <ul><li>Do you pay attention to ads pertaining to alcohol? </li></ul>
  11. 11. Vodka Advertising: Grey Goose <ul><li>Grey Goose Ad </li></ul>
  12. 12. Question 9 <ul><li>When going to a gathering that requires a gift for the host that must be a bottle of vodka…what kind would you bring? Why? </li></ul>
  13. 13. Question 9 con’t <ul><li>“ I’d put Skol in a Grey Goose bottle.” </li></ul><ul><li>“ Smirnoff, because it’s cheap.” </li></ul><ul><li>“ Absolut. It’s the only one I constantly see in commercials.” </li></ul><ul><li>“ Grey Goose, it’s classy and what celebs drink.” </li></ul>
  14. 14. Question 10 <ul><li>The more expensive the vodka the classier it is? </li></ul>
  15. 15. Question 11 <ul><li>The more vodka is advertised the more likely I am to buy it. (1 being not at all, 5 being very likely) </li></ul>
  16. 16. Question 12 <ul><li>To what extent am I influenced by vodka and advertisements? (1 being not at all, 5 being very much) </li></ul>
  17. 17. In Summary: <ul><li>When looking at the numerical data for questions 8, 11, and 12, </li></ul><ul><li>Do you pay attention to ads pertaining to alcohol </li></ul><ul><li>The more the vodka is advertised the more likely I am to buy it </li></ul><ul><li>To what extent am I influenced by vodka and advertisements </li></ul><ul><li>the hard data indicates that our hypothesis was incorrect. </li></ul>
  18. 18. In Summary: <ul><li>According to answers we received: </li></ul><ul><li>Less than half of respondents paid attention to alcohol advertisements </li></ul><ul><li>38% were not more likely to buy a vodka brand that was heavily advertised </li></ul><ul><li>54% said they were not influenced by vodka advertisements at all </li></ul>
  19. 19. In Summary: <ul><li>However, the qualitative data we received in the responses to question 9 would indicate that the respondents WERE in fact influenced by advertisements, albeit unknowingly. </li></ul><ul><li>Statements using marketing language such as “classy”, “sexy”, and “inexpensive” were fairly common </li></ul><ul><li>References to the look of the bottle or celebrities were also found </li></ul>
  20. 20. Where To Go From Here: <ul><li>The implications of our findings are that although consumers believe that they are unaffected by advertisements, on some level they are receiving the brand messages promoted by vodka companies. </li></ul><ul><li>Therefore, the question is not “Are they affected?” </li></ul><ul><li>The question must be “Do they KNOW they are affected?” </li></ul>