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Brand & Package Likeabilty:
A Consumer Network Panel survey of likes and dislikes of brands and the packages associated with them
by Mona Doyle
The Consumer Network, Inc.
Table of Contents
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INTRODUCTION
METHODOLOGY
ANALYSIS OF FINDINGS
Figure 1: TOP TWO RATINGS – FOOD & BEVERAGE
Percent who like the brand versus the percent who like its packaging
(Based on ratings of 4 and 5 on 1-5 scale of liking, in "drag" order)
Figure 2: TOP TWO RATINGS – FOOD & BEVERAGE
Percent who like the brand versus the percent who like its packaging
(Based on ratings of 4 and 5 on 1-5 scale of liking, in alphabetical order)
Figure 3: TOP TWO RATINGS – FOOD & BEVERAGE
Percent who like the brand versus the percent who like its packaging
(Based on ratings of 4 and 5 on 1-5 scale of liking, in "like packaging")
Figure 4: TOP TWO RATINGS – HEALTH & BEAUTY
Percent who like the brand versus the percent who like its packaging
(Based on ratings of 4 and 5 on 1-5 scale of liking, in "drag" order)
Figure 5: TOP TWO RATINGS – HEALTH & BEAUTY
Percent who like the brand versus the percent who like its packaging
(Based on ratings of 4 and 5 on 1-5 scale of liking, in alphabetical order)
Figure 6: TOP TWO RATINGS – HEALTH & BEAUTY
The percent who like the brand versus the percent who like its packaging
(Based on ratings of 4 and 5 on 1-5 scale of liking, in "like packaging")
Figure 7: TOP RATINGS ONLY – FOOD AND BEVERAGE
Percent who love the brand versus the percent who love its packaging
(Based on ratings of 5 on 1-5 scale of liking—in "drag" order)
Figure 8: TOP RATINGS ONLY – FOOD AND BEVERAGE
Percent who love the brand versus the percent who love its packaging
(Based on ratings of 5 on 1-5 scale of liking—in alphabetical order)
Figure 9: TOP RATINGS ONLY – FOOD AND BEVERAGE
The percent who love the brand versus the percent who love its packaging
(Based on ratings of 5 on 1-5 scale of liking, in "like packaging" order)
Figure 10: TOP RATINGS ONLY – HEALTH AND BEAUTY
The percent who love the brand versus the percent who love its packaging
(Based on ratings of 5 on 1-5 scale of liking-—in "drag" order)
Figure 11: TOP RATINGS ONLY – HEALTH AND BEAUTY
The percent who love the brand versus the percent who love its packaging
(Based on ratings of 5 on 1-5 scale of liking-—in alphabetical order)
Figure 12: TOP RATINGS ONLY – HEALTH AND BEAUTY
The percent who love the brand versus the percent who love its packaging
(Based on ratings of 5 on 1-5 scale of liking in "love the package" order)
FOOD & BEVERAGE BRAND VERBATIM WRITE-INS
Campbell's
Progresso
Nestle
Hershey
M&M
Kraft
Oscar Mayer
Kellogg's
General Mills
Nabisco
Keebler
Hormel
StarKist
Chicken of the Sea
Heinz
Hellmann's
Birds Eye
Weight Watchers
Stouffer's
Dole
Fresh Express
Perdue
Tyson
Breyers
Ben & Jerry's
Pepperidge Farm
Wonder
Dannon
Yoplait
Coca-Cola
Pepsi-Cola
Tropicana
Ocean Spray
Uncle Ben's
Store brands
Miscellaneous comments
HEALTHY & BEAUTY BRAND VERBATIM WRITE-INS
Crest
Colgate
Nexcare
Johnson & Johnson
Tylenol
Robitussin
Clinique
Olay
CONCLUSION
ABOUT THE CONSUMER NETWORK PANEL
ABOUT EPM COMMUNICATIONS
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Pricing
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