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Introduction
In this fast past world one tends to spend as little time as possible Choosing a product
The main focus of todays consumer Is to get into the store Purchase what they need and leave.
Introduction
So what grabs the attention of the consumer? Does the product have to be designed in such a way that captivates the consumers attention? Or has the consumer used a product for so long that it creates predictability and reliability?
Research Design
Independent Variable - was gender Dependent Variable - were the three brands of toothpaste
Sparkling Herbal Total
Males
Females
Materials
The materials distributed in this experiment consisted of two sheets, a cover sheet and the actual test page The cover sheet consists of a simple version of a consent form and a space to include their background information.
Materials
The actual test page was a five point rating scale used to rate each box using the following five adjectives.
The five adjectives used to describe how the subjects perceived the boxes were glittery, colorful, appealing, bold and luminous.
Procedures
The experimenters went to two locations on the college campus to conduct this experiment/snack bar and cafeteria.
The experiment required 30 females and 30 males to view the toothpastes.
The experimenters presented the stimuli to participants in one of six completely counterbalanced orders. This enabled the experimenters to eliminate product bias when subjects approached the display table.
Procedures
The subjects who viewed the boxes, rated them accordingly.
The experimenters would ask the subjects to indicate on the back of the sheet which of the three products they would most likely buy and why.
Results
This study used twenty-eight females and males that were originally collected from the sixty-two subjects. Four subjects were excluded: one male decided to withdraw and one female was a faculty member. The other two subjects did not give a specific reason why they chose the product that they did. The experimenters did not use their data in their experiment.
Results
A two-way chi square test was used to analyze and report the data of the 56 subjects who were applicable.
Sparkling Herbal Total
Males
37%
19%
44%
Females
38%
45%
17%
The Results
The Data collected appear to be sufficient evidence to conclude with at least 95% confidence that males differ from females in their preference for a particular package.
X2 (2)=6.42, p=0.04,effect size=0.12 , which constitutes a medium effect.
Figure 1
This shows the
differences in gender when it comes to choosing which Colgate product was most preferred
Count
13 12 11 10 11
PRODUCT
5 5 3 1 male female 5 sparkle herbal total
GENDER
Table 2
is more affective in showing a side by side comparison of the differences in males and females.
14 13 12 12 11 10 10
6 5 4 5
PRODUCT
Missing sparkle
Count
GENDER
Discussion
The present study appeared to show that males and females differ in their product perception. The experimenters did not know what caused the differences in the gender perception of the product but speculations are as follows.
In general males seemed to be repeating purchasers and the females tend to try new products. Females seem to make a conscious effort to try products that are natural and better for their bodies.
Feed Back
What are some of the reasons you, as an audience, would think causes the difference in the gender perception?