Page 17 - Tax Free Catalogue Covers Research Report
P. 17
Preference for the “Vacation” theme cover is seen for both males and females
17
Relative Appeal of Each Catalogue Cover – By Gender
➢ Males significantly prefer the “Beach Babe” and “Fashion” themes to females
➢ Females significantly prefer the Palm tree cover (Vacation 1b) and Perfume bottles cover (Product 2a) to males
Max Diff Score Male (240)
12
10
898
7
5
Product 2a
19 19
18
20
Female (176)
Vacation 1a
Vacation 1b
Close Up 5a
Beach Babe 3a
Product 2b
Beach Babe 3b
Close Up 5b
Significantly higher Significantly lower
Fashion 4b
Fashion 4a
12 11 11
6
7
7
4
5
2
Most Appealing
Least Appealing
Q4a. Which of the magazine covers below do you find most appealing? Q4b. Which of the magazine covers below do you find least appealing?
