1. Gender Based Brand Image Eddy Gonzalez Dorothy Gajewska Margaret 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 arises Recognition helps sales Importance of Customer Loyalty

4. Brand Recognition TV Commercial’s, Magazine Ads, Infomercials Sponsorships Donations

5. Customer Loyalty High Percentage of Loyalty is Vital Maximize Customer Value Long Lifetime of Customer Loyalty Validates Process

6. Outline Gender Based Brands Male -Axe, Hugo Boss, Just 4 Men and Diesel Female -Secret, Clairol, BeBe and Victoria’s Secret

7. Questionnaire Design Power behind the question Multichotomous Close-ended Power behind the answers Scale Memory Computing

8. Questionnaire Design Brand Preference study Please 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 Company How 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/A How 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 Design Demographics Age 18-24 25-29 30-34 35-39 40-44 45-49 50+ Gender Male Female Income 0-20 ,000 20-40,000 40-75,000 75,000+ Race White Black Asian Hispanic Other

10. Sampling Methodology Judgment Sample Method 4 Surveyors 100 Participants Discretion Product Marketing and Advertising focus groups

11. Gender Distribution

12. Age Distribution

13. Statistics / Frequency 100 people 44% Male, 54% Female Age 18-24 is 37% 25-29 is 27% 30-34 is 19% Over 34 is 13%

14. Income Distribution

15. Income 0-20k is 28% 20-40k is 39% 40-75k is 24% 75k + is 8%

16. Race Distribution

17. Race White 47% Black 11% Asian 8% Hispanic 24%

18. Data Collection Random Sample School, work, neighborhood Self administered

19. Data Analysis Statistical Methods Frequency Chi- square Analysis of Variance (ANOVA)

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

21. Anova