DePaul Students’ Perceptions of Vodka Brands based on

Advertising

DePaul Students’ Perceptions of Vodka Brands based on

Advertising

By: Eric Hominick, Brooke Houle, Kassandra Hendrickson, Kara

Drapala

By: Eric Hominick, Brooke Houle, Kassandra Hendrickson, Kara

Drapala

The QuestionThe Question

What shapes our perception of brands? In this case, Vodka. Do advertisements play a major role?

What shapes our perception of brands? In this case, Vodka. Do advertisements play a major role?

So Why Vodka?So Why Vodka?

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?

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?

HypothesisHypothesis

Vodka advertisements influence DePaul students and their perception of vodka

brands.

Vodka advertisements influence DePaul students and their perception of vodka

brands.

DemographicsDemographics Male/Female?

Ethnicity?

Male/Female?

Ethnicity?

DemographicsDemographics Annual Income?

Do you drink?

Annual Income?

Do you drink?

Question 5Question 5

I think vodka is classy: I think vodka is classy:

Question 6Question 6 Downtown clubbing goes hand in hand with

vodka?

Downtown clubbing goes hand in hand with vodka?

Question 7Question 7 House parties and vodka go hand in hand? House parties and vodka go hand in hand?

Question 8Question 8 Do you pay attention to ads pertaining to

alcohol?

Do you pay attention to ads pertaining to alcohol?

Vodka Advertising: Grey GooseVodka Advertising: Grey Goose

Grey Goose Ad Grey Goose Ad

Question 9Question 9 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?

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?

Question 9 con’tQuestion 9 con’t

“I’d put Skol in a Grey Goose bottle.” “Smirnoff, because it’s cheap.” “Absolut. It’s the only one I constantly see

in commercials.” “Grey Goose, it’s classy and what celebs

drink.”

“I’d put Skol in a Grey Goose bottle.” “Smirnoff, because it’s cheap.” “Absolut. It’s the only one I constantly see

in commercials.” “Grey Goose, it’s classy and what celebs

drink.”

Question 10Question 10 The more expensive the vodka the classier

it is?

The more expensive the vodka the classier it is?

Question 11Question 11 The more vodka is advertised the more

likely I am to buy it. (1 being not at all, 5 being very likely)

The more vodka is advertised the more likely I am to buy it. (1 being not at all, 5 being very likely)

Question 12Question 12 To what extent am I influenced by vodka

and advertisements? (1 being not at all, 5 being very much)

To what extent am I influenced by vodka and advertisements? (1 being not at all, 5 being very much)

In Summary:In Summary:

When looking at the numerical data for questions 8, 11, and 12,

Do you pay attention to ads pertaining to alcohol The more the vodka is advertised the more likely I

am to buy it To what extent am I influenced by vodka and

advertisements the hard data indicates that our hypothesis was

incorrect.

When looking at the numerical data for questions 8, 11, and 12,

Do you pay attention to ads pertaining to alcohol The more the vodka is advertised the more likely I

am to buy it To what extent am I influenced by vodka and

advertisements the hard data indicates that our hypothesis was

incorrect.

In Summary:In Summary:

According to answers we received: Less than half of respondents paid attention

to alcohol advertisements 38% were not more likely to buy a vodka

brand that was heavily advertised 54% said they were not influenced by

vodka advertisements at all

According to answers we received: Less than half of respondents paid attention

to alcohol advertisements 38% were not more likely to buy a vodka

brand that was heavily advertised 54% said they were not influenced by

vodka advertisements at all

In Summary:In Summary:

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.

Statements using marketing language such as “classy”, “sexy”, and “inexpensive” were fairly common

References to the look of the bottle or celebrities were also found

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.

Statements using marketing language such as “classy”, “sexy”, and “inexpensive” were fairly common

References to the look of the bottle or celebrities were also found

Where To Go From Here:Where To Go From Here:

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.

Therefore, the question is not “Are they affected?” The question must be “Do they KNOW they are

affected?”

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.

Therefore, the question is not “Are they affected?” The question must be “Do they KNOW they are

affected?”