Do you agree or disagree with the following statements?

Transcription

1 Q1_1. [I ll pay a little more money to support a product or service from a company I trust than a company I don t trust.] Do you agree or disagree with the following statements? Marital Status Total Single Married/livi Divorced/s ng with eparated/w partner idowed <$40K A B C D Base: All Respondents Base: Weighted Strongly agree % 23% 23% 26% 23% Somewhat agree % 57% 59% 55% 54% Somewhat disagree Strongly disagree Sigma % 17% 15% 15% 18% GHI % 4% 3% 4% 5% FGHI % 100% 100% 100% 100% Summary Top2Box (Strongly/ Somewhat agree) TopBox (Strongly agree) % 79% 82% 81% 77% A % 23% 23% 26% 23% Low2Box (Somewhat/ Strongly disagree) LowBox (Strongly disagree) Mean Std. Dev. Std. Err % 21% 18% 19% 23% B EFGHI % 4% 3% 4% 5% FGHI * * * * *

2 Std. Err. Overlap formula used - Column Proportions: Columns Tested (5%): A/B/C, D/E/F/G/H/I, J/K/L, M/N, O/P, Q/R/S/T, U/V, W/X, Y/Z, a/b Minimum Base: 30 (**), Small Base: 100 (*) - Column Means: Columns Tested (5%): A/B/C, D/E/F/G/H/I, J/K/L, M/N, O/P, Q/R/S/T, U/V, W/X, Y/Z, a/b Minimum Base: 30 (**), Small Base: 100 (*) Table of contents

3 ] Income Household Size Children $40K to <$60K $60K to <$80K $80K to <$100K Over $80K Over $100K Yes E F G H I J K L M % 25% 24% 25% 26% 22% 23% 25% 26% % 57% 62% 60% 59% 58% 58% 58% 57% D D % 16% 14% 13% 13% 15% 15% 15% 15% % 2% 1% 2% 2% 5% 4% 2% 3% GH G G G L L % 100% 100% 100% 100% 100% 100% 100% 100% % 82% 86% 85% 85% 80% 81% 83% 83% D D D DE D % 25% 24% 25% 26% 22% 23% 25% 26% % 18% 14% 15% 15% 20% 19% 17% 17% H % 2% 1% 2% 2% 5% 4% 2% 3% GH G G G L L D DE DE DE J * * * * * * * * *

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5 n in HH Primary Grocery Shopper Primary Decision Maker RD Readership Past Year No Yourself/Ot her equally Others Personal Care OTC Medicine Home/Clea ning/impro vements Finance Yes No N O P Q R S T U V % 24% 23% 24% 24% 23% 23% 28% 20% ST S V % 58% 54% 58% 58% 59% 58% 58% 58% QR % 15% 20% 15% 15% 15% 15% 12% 18% O U % 3% 3% 3% 3% 3% 3% 2% 4% U % 100% 100% 100% 100% 100% 100% 100% 100% % 82% 76% 82% 82% 82% 82% 86% 78% P V % 24% 23% 24% 24% 23% 23% 28% 20% ST S V % 18% 24% 18% 18% 18% 18% 14% 22% O U % 3% 3% 3% 3% 3% 3% 2% 4% U V * * * * * * * * *

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7 RD Readership Past Month SRD Readership Past Year SRD Readership Past Month Yes No Yes No Yes No W X Y Z a b % 25% 27% 23% 27% 27% X % 61% 59% 58% 60% 59% W % 12% 11% 15% 10% 12% % 2% 2% 5% 2% 2% % 100% 100% 100% 100% 100% % 86% 87% 80% 88% 86% Z % 25% 27% 23% 27% 27% X % 14% 13% 20% 12% 14% Y % 2% 2% 5% 2% 2% Z * * * *

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9 Q1_2. [I pay more attention to companies that I trust than to companies I don t.] Do you agree or disagree with the following statements? Marital Status Total Single Married/livi Divorced/s ng with eparated/w partner idowed <$40K A B C D Base: All Respondents Base: Weighted Strongly agree Somewhat agree Somewhat disagree Strongly disagree Sigma % 29% 27% 31% 29% B % 54% 60% 58% 55% A % 15% 12% 9% 14% BC % 2% 1% 1% 2% GH % 100% 100% 100% 100% Summary Top2Box (Strongly/ Somewhat agree) TopBox (Strongly agree) Low2Box (Somewhat/ Strongly disagree) LowBox (Strongly disagree) Mean Std. Dev. Std. Err % 83% 87% 89% 84% A A % 29% 27% 31% 29% B % 17% 13% 11% 16% BC FHI % 2% 1% 1% 2% GH AB * * * * *

10 Std. Err. Overlap formula used - Column Proportions: Columns Tested (5%): A/B/C, D/E/F/G/H/I, J/K/L, M/N, O/P, Q/R/S/T, U/V, W/X, Y/Z, a/b Minimum Base: 30 (**), Small Base: 100 (*) - Column Means: Columns Tested (5%): A/B/C, D/E/F/G/H/I, J/K/L, M/N, O/P, Q/R/S/T, U/V, W/X, Y/Z, a/b Minimum Base: 30 (**), Small Base: 100 (*) Table of contents

11 Income Household Size Children $40K to <$60K $60K to <$80K $80K to <$100K Over $80K Over $100K Yes E F G H I J K L M % 30% 28% 27% 27% 27% 28% 29% 29% % 59% 59% 60% 60% 57% 58% 58% 58% D D % 10% 12% 12% 11% 15% 12% 12% 11% L % 1% * 1% 1% 2% 2% 1% 1% GH % 100% 100% 100% 100% 100% 100% 100% 100% % 88% 87% 87% 88% 83% 86% 87% 88% D D D J % 30% 28% 27% 27% 27% 28% 29% 29% % 12% 13% 13% 12% 17% 14% 13% 12% L % 1% * 1% 1% 2% 2% 1% 1% GH J * * * * * * * * *

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13 n in HH Primary Grocery Shopper Primary Decision Maker RD Readership Past Year No Yourself/Ot her equally Others Personal Care OTC Medicine Home/Clea ning/impro vements Finance Yes No N O P Q R S T U V % 28% 27% 28% 28% 28% 28% 32% 23% V % 58% 54% 58% 58% 59% 58% 57% 59% % 12% 14% 12% 12% 12% 13% 10% 16% U % 1% 5% 1% 1% 1% 1% 1% 2% O S S S % 100% 100% 100% 100% 100% 100% 100% 100% % 86% 81% 86% 86% 87% 86% 89% 82% P RT V % 28% 27% 28% 28% 28% 28% 32% 23% V % 14% 19% 14% 14% 13% 14% 11% 18% O S S U % 1% 5% 1% 1% 1% 1% 1% 2% O S S S P T V * * * * * * * * *

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15 RD Readership Past Month SRD Readership Past Year SRD Readership Past Month Yes No Yes No Yes No W X Y Z a b % 30% 35% 31% 37% 34% % 57% 57% 59% 55% 58% % 12% 7% 8% 7% 8% W % 1% * 2% 1% % 100% 100% 100% 100% 100% % 87% 92% 90% 92% 92% X % 30% 35% 31% 37% 34% % 13% 8% 10% 8% 8% W % 1% * 2% 1% X * * * *

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17 Q1_3. [I m more likely to remember advertisements from companies or brands that I trust.] Do you agree or disagree with the following statements? Marital Status Total Single Married/livi Divorced/s ng with eparated/w partner idowed <$40K A B C D Base: All Respondents Base: Weighted Strongly agree % 22% 21% 21% 23% Somewhat agree Somewhat disagree Strongly disagree Sigma % 52% 58% 58% 54% A A % 21% 18% 17% 18% B % 5% 3% 4% 4% B % 100% 100% 100% 100% Summary Top2Box (Strongly/ Somewhat agree) TopBox (Strongly agree) % 74% 79% 79% 78% A A % 22% 21% 21% 23% Low2Box (Somewhat/ Strongly disagree) LowBox (Strongly disagree) Mean Std. Dev. Std. Err % 26% 21% 21% 22% BC % 5% 3% 4% 4% B * * * * *

18 Std. Err. Overlap formula used - Column Proportions: Columns Tested (5%): A/B/C, D/E/F/G/H/I, J/K/L, M/N, O/P, Q/R/S/T, U/V, W/X, Y/Z, a/b Minimum Base: 30 (**), Small Base: 100 (*) - Column Means: Columns Tested (5%): A/B/C, D/E/F/G/H/I, J/K/L, M/N, O/P, Q/R/S/T, U/V, W/X, Y/Z, a/b Minimum Base: 30 (**), Small Base: 100 (*) Table of contents

19 Income Household Size Children $40K to <$60K $60K to <$80K $80K to <$100K Over $80K Over $100K Yes E F G H I J K L M % 21% 22% 21% 21% 19% 20% 23% 26% J N % 59% 56% 57% 58% 55% 57% 57% 55% % 18% 18% 18% 18% 21% 18% 17% 15% L % 3% 4% 4% 3% 5% 4% 3% 4% L % 100% 100% 100% 100% 100% 100% 100% 100% % 79% 78% 79% 79% 73% 77% 80% 81% J J N % 21% 22% 21% 21% 19% 20% 23% 26% J N % 21% 22% 21% 21% 27% 23% 20% 19% KL % 3% 4% 4% 3% 5% 4% 3% 4% L JK N * * * * * * * * *

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21 n in HH Primary Grocery Shopper Primary Decision Maker RD Readership Past Year No Yourself/Ot her equally Others Personal Care OTC Medicine Home/Clea ning/impro vements Finance Yes No N O P Q R S T U V % 21% 19% 21% 21% 21% 21% 27% 18% V % 57% 52% 57% 57% 58% 57% 58% 56% % 18% 22% 18% 18% 18% 18% 13% 21% M U % 4% 7% 4% 4% 4% 4% 2% 4% O Q U % 100% 100% 100% 100% 100% 100% 100% 100% % 78% 71% 78% 78% 78% 78% 85% 74% P V % 21% 19% 21% 21% 21% 21% 27% 18% V % 22% 29% 22% 22% 22% 22% 15% 26% M O U % 4% 7% 4% 4% 4% 4% 2% 4% O Q U P V * * * * * * * * *

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23 RD Readership Past Month SRD Readership Past Year SRD Readership Past Month Yes No Yes No Yes No W X Y Z a b % 22% 20% 18% 24% 17% X % 61% 59% 54% 59% 58% W % 15% 16% 22% 13% 20% W % 2% 4% 6% 4% 5% % 100% 100% 100% 100% 100% % 83% 79% 72% 83% 76% Z % 22% 20% 18% 24% 17% X % 17% 21% 28% 17% 24% Y % 2% 4% 6% 4% 5% X * * * *

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25 Q1_4. [When a product or service s quality and price are similar, I tend to buy the product or service from the company Do you agree or disagree with the following statements? Marital Status Total Single Married/livi Divorced/s ng with eparated/w partner idowed <$40K A B C D Base: All Respondents Base: Weighted Strongly agree % 40% 39% 42% 37% Somewhat agree % 51% 54% 52% 53% Somewhat disagree Strongly disagree Sigma % 8% 6% 4% 8% BC FHI % 1% 1% 1% 2% B FGHI % 100% 100% 100% 100% Summary Top2Box (Strongly/ Somewhat agree) TopBox (Strongly agree) % 90% 94% 95% 90% A A % 40% 39% 42% 37% Low2Box (Somewhat/ Strongly disagree) LowBox (Strongly disagree) Mean Std. Dev. Std. Err % 10% 6% 5% 10% BC EFGHI % 1% 1% 1% 2% B FGHI A * * * * *

26 Std. Err. Overlap formula used - Column Proportions: Columns Tested (5%): A/B/C, D/E/F/G/H/I, J/K/L, M/N, O/P, Q/R/S/T, U/V, W/X, Y/Z, a/b Minimum Base: 30 (**), Small Base: 100 (*) - Column Means: Columns Tested (5%): A/B/C, D/E/F/G/H/I, J/K/L, M/N, O/P, Q/R/S/T, U/V, W/X, Y/Z, a/b Minimum Base: 30 (**), Small Base: 100 (*) Table of contents

27 y I trust more.] Income Household Size Children $40K to <$60K $60K to <$80K $80K to <$100K Over $80K Over $100K Yes E F G H I J K L M % 43% 42% 42% 42% 38% 39% 42% 41% D D D % 52% 52% 52% 53% 54% 55% 51% 50% L % 5% 7% 5% 4% 8% 5% 7% 8% K K N % * * 1% 1% 1% 1% 1% 1% L % 100% 100% 100% 100% 100% 100% 100% 100% % 95% 93% 94% 95% 91% 94% 93% 91% D D D D D J % 43% 42% 42% 42% 38% 39% 42% 41% D D D % 5% 7% 6% 5% 9% 6% 7% 9% K N % * * 1% 1% 1% 1% 1% 1% L DE D DE DE J * * * * * * * * *

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29 n in HH Primary Grocery Shopper Primary Decision Maker RD Readership Past Year No Yourself/Ot her equally Others Personal Care OTC Medicine Home/Clea ning/impro vements Finance Yes No N O P Q R S T U V % 40% 36% 40% 40% 40% 40% 46% 35% V % 53% 52% 53% 53% 54% 53% 49% 56% M Q Q Q U % 6% 9% 6% 6% 6% 6% 4% 8% O ST T U % 1% 3% 1% 1% 1% 1% 1% 1% O % 100% 100% 100% 100% 100% 100% 100% 100% % 93% 88% 93% 93% 94% 94% 96% 92% M P Q QR V % 40% 36% 40% 40% 40% 40% 46% 35% V % 7% 12% 7% 7% 6% 6% 4% 8% O RT T U % 1% 3% 1% 1% 1% 1% 1% 1% O P V * * * * * * * * *

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31 RD Readership Past Month SRD Readership Past Year SRD Readership Past Month Yes No Yes No Yes No W X Y Z a b % 45% 43% 40% 40% 46% % 49% 54% 51% 56% 52% % 4% 2% 7% 4% 1% Y % 1% 2% 1% 1% W % 100% 100% 100% 100% 100% % 95% 97% 91% 95% 98% Z % 45% 43% 40% 40% 46% % 5% 3% 9% 5% 2% Y % 1% 2% 1% 1% W * * * *

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33 Q1_5. [I trust third party recognition of products and services such as awards or seals of excellence.] Do you agree or disagree with the following statements? Marital Status Total Single Married/livi Divorced/s ng with eparated/w partner idowed <$40K A B C D Base: All Respondents Base: Weighted Strongly agree Somewhat agree Somewhat disagree Strongly disagree % 11% 9% 7% 11% C % 53% 55% 47% 52% C C % 30% 30% 39% 31% AB % 7% 6% 7% 6% Sigma % 100% 100% 100% 100% Summary Top2Box (Strongly/ Somewhat agree) TopBox (Strongly agree) Low2Box (Somewhat/ Strongly disagree) LowBox (Strongly disagree) % 63% 65% 54% 63% C C % 11% 9% 7% 11% C % 37% 35% 46% 37% AB % 7% 6% 7% 6% Mean Std. Dev. Std. Err C C * * * * *

34 Std. Err. Overlap formula used - Column Proportions: Columns Tested (5%): A/B/C, D/E/F/G/H/I, J/K/L, M/N, O/P, Q/R/S/T, U/V, W/X, Y/Z, a/b Minimum Base: 30 (**), Small Base: 100 (*) - Column Means: Columns Tested (5%): A/B/C, D/E/F/G/H/I, J/K/L, M/N, O/P, Q/R/S/T, U/V, W/X, Y/Z, a/b Minimum Base: 30 (**), Small Base: 100 (*) Table of contents

35 Income Household Size Children $40K to <$60K $60K to <$80K $80K to <$100K Over $80K Over $100K Yes E F G H I J K L M % 9% 10% 10% 10% 9% 8% 11% 13% K N % 56% 55% 54% 54% 50% 53% 56% 58% D J N % 29% 28% 30% 31% 34% 32% 27% 25% L L % 6% 7% 6% 6% 8% 7% 6% 5% L % 100% 100% 100% 100% 100% 100% 100% 100% % 65% 65% 64% 63% 58% 61% 67% 70% JK N % 9% 10% 10% 10% 9% 8% 11% 13% K N % 35% 35% 36% 37% 42% 39% 33% 30% L L % 6% 7% 6% 6% 8% 7% 6% 5% L JK N * * * * * * * * *

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37 n in HH Primary Grocery Shopper Primary Decision Maker RD Readership Past Year No Yourself/Ot her equally Others Personal Care OTC Medicine Home/Clea ning/impro vements Finance Yes No N O P Q R S T U V % 9% 8% 9% 9% 9% 9% 11% 6% V % 54% 51% 54% 54% 53% 54% 58% 50% V % 31% 32% 30% 31% 31% 31% 26% 35% M U % 6% 9% 6% 6% 6% 6% 4% 8% O U % 100% 100% 100% 100% 100% 100% 100% 100% % 63% 59% 64% 63% 63% 63% 69% 57% R V % 9% 8% 9% 9% 9% 9% 11% 6% V % 37% 41% 36% 37% 37% 37% 31% 43% M Q U % 6% 9% 6% 6% 6% 6% 4% 8% O U P R V * * * * * * * * *

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39 RD Readership Past Month SRD Readership Past Year SRD Readership Past Month Yes No Yes No Yes No W X Y Z a b % 7% 11% 11% 14% 9% X % 58% 64% 50% 64% 64% Z % 30% 21% 32% 18% 24% W Y % 6% 3% 7% 4% 3% W % 100% 100% 100% 100% 100% % 65% 76% 61% 79% 73% X Z % 7% 11% 11% 14% 9% X % 35% 24% 39% 21% 27% W Y % 6% 3% 7% 4% 3% W X Z * * * *

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41 Q1_6. [I m more likely to invest my money in a company that I trust.] Do you agree or disagree with the following statements? Marital Status Total Single Married/livi Divorced/s ng with eparated/w partner idowed <$40K A B C D Base: All Respondents Base: Weighted Strongly agree Somewhat agree Somewhat disagree Strongly disagree Sigma % 39% 40% 46% 39% AB % 50% 52% 45% 48% C C % 9% 7% 6% 9% C EHI % 3% 1% 4% 3% B B FGHI % 100% 100% 100% 100% Summary Top2Box (Strongly/ Somewhat agree) TopBox (Strongly agree) Low2Box (Somewhat/ Strongly disagree) LowBox (Strongly disagree) Mean Std. Dev. Std. Err % 89% 92% 90% 87% A % 39% 40% 46% 39% AB % 11% 8% 10% 13% B EGHI % 3% 1% 4% 3% B B FGHI A * * * * *

42 Std. Err. Overlap formula used - Column Proportions: Columns Tested (5%): A/B/C, D/E/F/G/H/I, J/K/L, M/N, O/P, Q/R/S/T, U/V, W/X, Y/Z, a/b Minimum Base: 30 (**), Small Base: 100 (*) - Column Means: Columns Tested (5%): A/B/C, D/E/F/G/H/I, J/K/L, M/N, O/P, Q/R/S/T, U/V, W/X, Y/Z, a/b Minimum Base: 30 (**), Small Base: 100 (*) Table of contents

43 Income Household Size Children $40K to <$60K $60K to <$80K $80K to <$100K Over $80K Over $100K Yes E F G H I J K L M % 42% 43% 43% 43% 38% 41% 41% 43% % 48% 50% 51% 51% 50% 51% 50% 48% % 9% 7% 5% 5% 9% 7% 7% 7% EHI % 1% 1% 1% 1% 3% 2% 1% 2% GHI KL % 100% 100% 100% 100% 100% 100% 100% 100% % 90% 93% 94% 94% 88% 91% 92% 91% D D DF DF J J % 42% 43% 43% 43% 38% 41% 41% 43% % 10% 7% 6% 6% 12% 9% 8% 9% HI KL % 1% 1% 1% 1% 3% 2% 1% 2% GHI KL D DE DE J J * * * * * * * * *

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45 n in HH Primary Grocery Shopper Primary Decision Maker RD Readership Past Year No Yourself/Ot her equally Others Personal Care OTC Medicine Home/Clea ning/impro vements Finance Yes No N O P Q R S T U V % 41% 37% 41% 41% 41% 41% 49% 37% V % 50% 51% 50% 50% 51% 50% 46% 53% U % 7% 8% 7% 7% 7% 7% 4% 9% U % 2% 3% 2% 2% 2% 2% 1% 2% O ST ST % 100% 100% 100% 100% 100% 100% 100% 100% % 91% 88% 91% 91% 91% 92% 95% 89% QR V % 41% 37% 41% 41% 41% 41% 49% 37% V % 9% 12% 9% 9% 9% 8% 5% 11% T T U % 2% 3% 2% 2% 2% 2% 1% 2% O ST ST P R V * * * * * * * * *

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47 RD Readership Past Month SRD Readership Past Year SRD Readership Past Month Yes No Yes No Yes No W X Y Z a b % 48% 45% 36% 46% 44% Z % 47% 48% 54% 48% 47% % 4% 6% 8% 4% 7% % 1% 2% 3% 2% 2% % 100% 100% 100% 100% 100% % 94% 92% 89% 94% 91% % 48% 45% 36% 46% 44% Z % 6% 8% 11% 6% 9% % 1% 2% 3% 2% 2% Z * * * *

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49 Q1_7. [I buy items solely based on their price.] Do you agree or disagree with the following statements? Marital Status Total Single Married/livi Divorced/s ng with eparated/w partner idowed <$40K A B C D Base: All Respondents Base: Weighted Strongly agree Somewhat agree Somewhat disagree Strongly disagree % 14% 9% 8% 15% BC GHI % 40% 39% 37% 44% FHI % 37% 43% 44% 34% A A % 8% 10% 11% 7% Sigma % 100% 100% 100% 100% Summary Top2Box (Strongly/ Somewhat agree) TopBox (Strongly agree) Low2Box (Somewhat/ Strongly disagree) LowBox (Strongly disagree) % 55% 48% 45% 59% BC FGHI % 14% 9% 8% 15% BC GHI % 45% 52% 55% 41% A A % 8% 10% 11% 7% Mean Std. Dev. Std. Err BC FGHI * * * * *

50 Std. Err. Overlap formula used - Column Proportions: Columns Tested (5%): A/B/C, D/E/F/G/H/I, J/K/L, M/N, O/P, Q/R/S/T, U/V, W/X, Y/Z, a/b Minimum Base: 30 (**), Small Base: 100 (*) - Column Means: Columns Tested (5%): A/B/C, D/E/F/G/H/I, J/K/L, M/N, O/P, Q/R/S/T, U/V, W/X, Y/Z, a/b Minimum Base: 30 (**), Small Base: 100 (*) Table of contents

51 Income Household Size Children $40K to <$60K $60K to <$80K $80K to <$100K Over $80K Over $100K Yes E F G H I J K L M % 12% 7% 6% 5% 13% 8% 10% 11% GHI GHI I I K K % 37% 40% 35% 33% 39% 36% 42% 43% HI HI I K N % 43% 42% 46% 49% 39% 45% 40% 39% D D DEG DEFGH JL % 8% 11% 13% 14% 9% 11% 8% 7% D DEF DEF L % 100% 100% 100% 100% 100% 100% 100% 100% % 49% 47% 41% 37% 52% 44% 52% 54% GHI HI HI I K K N % 12% 7% 6% 5% 13% 8% 10% 11% GHI GHI I I K K % 51% 53% 59% 63% 48% 56% 48% 46% D DE DEFG DEFGH JL % 8% 11% 13% 14% 9% 11% 8% 7% D DEF DEF L GHI HI HI I K K N * * * * * * * * *

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53 n in HH Primary Grocery Shopper Primary Decision Maker RD Readership Past Year No Yourself/Ot her equally Others Personal Care OTC Medicine Home/Clea ning/impro vements Finance Yes No N O P Q R S T U V % 10% 8% 10% 10% 9% 10% 9% 10% RS % 39% 39% 39% 39% 39% 39% 38% 40% % 41% 42% 42% 42% 42% 42% 43% 40% M % 9% 11% 9% 9% 10% 10% 10% 10% M % 100% 100% 100% 100% 100% 100% 100% 100% % 49% 47% 49% 48% 48% 48% 47% 50% % 10% 8% 10% 10% 9% 10% 9% 10% RS % 51% 53% 51% 52% 52% 52% 53% 50% M % 9% 11% 9% 9% 10% 10% 10% 10% M * * * * * * * * *

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55 RD Readership Past Month SRD Readership Past Year SRD Readership Past Month Yes No Yes No Yes No W X Y Z a b % 8% 8% 11% 11% 6% % 38% 34% 37% 39% 29% % 45% 51% 43% 44% 57% Z % 10% 7% 8% 7% 8% % 100% 100% 100% 100% 100% % 45% 42% 49% 49% 36% b % 8% 8% 11% 11% 6% % 55% 58% 51% 51% 64% a % 10% 7% 8% 7% 8% * * 0.1 *

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