This document discusses gender-based brand image and marketing. It provides examples of male-oriented brands like Axe and Hugo Boss and female-oriented brands like Secret and Victoria's Secret. The document outlines a study to examine consumers' brand preferences and familiarity based on gender. It describes the questionnaire design, sampling methodology, and statistical analysis that will be used, including frequency, chi-square, and ANOVA tests to analyze relationships between variables like gender, familiarity, and preferences.

1. Gender Based Brand Image Eddy GonzalezDorothy GajewskaMargaret Zachary

2. Brand Image“Impression in the consumers' mind of a brand’s total personality (real and imaginary qualities and shortcomings). Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience.” BusinessDictionary.com

3. Why is it Important?First thought when need arisesRecognition helps salesImportance of Customer Loyalty

4. Brand RecognitionTV Commercial’s, Magazine Ads, InfomercialsSponsorships Donations

5. Customer LoyaltyHigh Percentage of Loyalty is VitalMaximize Customer ValueLong Lifetime of Customer Loyalty Validates Process

6. OutlineGender Based BrandsMale -Axe, Hugo Boss, Just 4 Men and Diesel Female -Secret, Clairol, BeBe and Victoria’s Secret

7. Questionnaire DesignPower behind the questionMultichotomousClose-endedPower behind the answersScaleMemoryComputing

8. Questionnaire Design Brand Preference studyPlease take a few minutes to answer questions regarding your experiences with Branded Items. Under no circumstances will the information be used to identify you; all responses will be kept completely private. Hugo Boss Clothing CompanyHow familiar are you with this branded line of products? Very Familiar Familiar Neither Familiar Unfamiliar Very Unfamiliar How frequently do you purchase this brand of products for your personal use? Frequently Often Sometimes Never N/AHow likely are you to recommend this product to a friend?Very unlikely Very Likely Likely Unsure Unlikely If Hugo Boss came out with a product for your gender, how likely are you to purchase this brand of product for your personal use?Very Unlikely Very Likely Likely Unsure Unlikely

9. Questionnaire DesignDemographicsAge18-24 25-29 30-34 35-39 40-44 45-49 50+GenderMale FemaleIncome0-20 ,000 20-40,000 40-75,000 75,000+RaceWhite Black Asian Hispanic Other

10. Sampling MethodologyJudgment Sample Method4 Surveyors100 ParticipantsDiscretionProduct Marketing and Advertising focus groups

11. Gender Distribution

12. Age Distribution

13. Statistics / Frequency100 people 44% Male, 54% FemaleAge18-24 is 37%25-29 is 27%30-34 is 19%Over 34 is 13%

14. Income Distribution

15. Income0-20k is 28%20-40k is 39%40-75k is 24%75k + is 8%

16. Race Distribution

17. RaceWhite 47%Black 11%Asian 8%Hispanic 24%

18. Data CollectionRandom SampleSchool, work, neighborhoodSelf administered

19. Data AnalysisStatistical MethodsFrequencyChi- squareAnalysis of Variance (ANOVA)

20. Chi- Square Cross Tabulations between product familiarity and genderBased on the analysis there is a difference between product familiarity between genders

21. Anova