T A B L E O F C O N T E N T S PAGE 1 TABLE 001 Q1a. Out of every ten containers of ice cream, frozen yogurt or sorbet purchases you make, about how many fall into each of the following categories? Superpremium ice cream (like Haagen-Dazs or Ben and Jerry's) 002 Q1b. Out of every ten containers of ice cream, frozen yogurt or sorbet purchases you make, about how many fall into each of the following categories? Premium ice cream (like Breyer's or Dreyer's or Edy's) 003 Q1c. Out of every ten containers of ice cream, frozen yogurt or sorbet purchases you make, about how many fall into each of the following categories? Store brand ice cream 004 Q2a. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Store brand - regular ice cream 005 Q2b. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Full fat premium ice cream 006 Q2c. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Full fat superpremium ice cream 007 Q2d. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Ice cream with reduced fat content 008 Q2e. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Frozen yogurt 009 Q2f. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Sorbet 010 Q3. You may have heard the term 'light ice cream'. How likely are you to purchase light ice cream, in general? 011 Q4. Which one of the following definitions best matches what the term 'light ice cream' means to you personally? 012 Q5. If 'light ice cream' is defined as having less fat than regular ice cream, what percentage less would you personally expect it to have? 013 Q6a. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream tastes as good as regular ice cream 014 Q6b. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream is as satisfying as regular ice cream 015 Q6c. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream does not have a creamy texture 016 Q6d. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream isn't as high quality as regular ice cream 017 Q6e. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream is made with artificial ingredients 018 Q6f. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream is not a special treat Tables prepared by Computers for Marketing Corp. PAGE 1 LAST UPDATED 01 DEC 2004 8:49 AM T A B L E O F C O N T E N T S PAGE 2 TABLE 019 Q6g. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. I eat light ice cream so I can eat more of it 020 Q6h. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream is an indulgent treat 021 Q6i. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. When I eat light ice cream I feel less guilty 022 Q6j. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream just doesn't taste good 023 Q7a. Which one of the following statements about light ice cream do you agree with the most? 024 Q7b. Which one of the following statements about light ice cream do you agree with the least? 025 Q8a. How many of each of the following types of people currently live in your home? Adult males 18+ 026 Q8b. How many of each of the following types of people currently live in your home? Adult females 18+ 027 Q8c. How many of each of the following types of people currently live in your home? Teens 13-17 028 Q8d. How many of each of the following types of people currently live in your home? Kids 6-12 029 Q8e. How many of each of the following types of people currently live in your home? Kids 0-5 030 Q9. Which of the following categories best describes your ethnic background? 031 Q10. What is your current employment status? 032 Q11. Which of the following categories best describes your total annual household income before taxes? Tables prepared by Computers for Marketing Corp. PAGE 2 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 001 Q1a. Out of every ten containers of ice cream, frozen yogurt or sorbet purchases you make, about how many fall into each of the following categories? Superpremium ice cream (like Haagen-Dazs or Ben and Jerry's) PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% None 70 69 67 68 68 68 20 14 17 19 69 1 7.0% 7.1% 6.9% 7.0% 7.2% 7.1% 7.7% 5.6% 6.8% 7.9% 10.1% 0.3% 1-2 310 303 302 304 278 296 67 86 75 82 198 112 31.0% 31.1% 31.0% 31.1% 29.4% 31.1% 25.9% 34.7% 29.9% 33.9% 29.1% 35.0% E E E E G G 3-4 140 135 137 138 135 133 44 38 27 31 68 72 14.0% 13.8% 14.1% 14.1% 14.3% 14.0% 17.0% 15.3% 10.8% 12.8% 10.0% 22.5% I 5-6 250 245 245 245 242 237 63 56 74 57 207 43 25.0% 25.1% 25.2% 25.1% 25.6% 24.9% 24.3% 22.6% 29.5% 23.6% 30.4% 13.4% F H 7-8 200 195 194 192 193 190 59 49 51 41 109 91 20.0% 20.0% 19.9% 19.7% 20.4% 19.9% 22.8% 19.8% 20.3% 16.9% 16.0% 28.4% D 9-10 30 28 29 29 28 29 6 5 7 12 29 1 3.0% 2.9% 3.0% 3.0% 3.0% 3.0% 2.3% 2.0% 2.8% 5.0% 4.3% 0.3% H MEAN 3.99 3.98 3.99 3.98 4.05 3.98 4.10 3.84 4.14 3.87 3.94 4.09 BCDF STANDARD DEVIATION 2.76 2.76 2.76 2.76 2.76 2.76 2.74 2.69 2.75 2.88 2.73 2.83 STANDARD ERROR 0.09 0.09 0.09 0.09 0.09 0.09 0.17 0.17 0.17 0.18 0.10 0.16 --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 1 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 002 Q1b. Out of every ten containers of ice cream, frozen yogurt or sorbet purchases you make, about how many fall into each of the following categories? Premium ice cream (like Breyer's or Dreyer's or Edy's) PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% None 30 28 29 29 28 29 6 5 7 12 29 1 3.0% 2.9% 3.0% 3.0% 3.0% 3.0% 2.3% 2.0% 2.8% 5.0% 4.3% 0.3% H 1-2 400 390 389 386 369 385 107 100 101 92 283 117 40.0% 40.0% 39.9% 39.5% 39.1% 40.4% 41.3% 40.3% 40.2% 38.0% 41.6% 36.6% E E DE 3-4 400 388 391 394 381 377 96 100 106 98 299 101 40.0% 39.8% 40.1% 40.4% 40.4% 39.6% 37.1% 40.3% 42.2% 40.5% 44.0% 31.6% F 5-6 100 100 98 99 98 94 30 29 20 21 - 100 10.0% 10.3% 10.1% 10.1% 10.4% 9.9% 11.6% 11.7% 8.0% 8.7% 31.3% F 9-10 70 69 67 68 68 68 20 14 17 19 69 1 7.0% 7.1% 6.9% 7.0% 7.2% 7.1% 7.7% 5.6% 6.8% 7.9% 10.1% 0.3% MEAN 3.40 3.42 3.40 3.41 3.43 3.40 3.46 3.37 3.35 3.43 3.36 3.48 STANDARD DEVIATION 2.29 2.29 2.27 2.28 2.31 2.29 2.39 2.14 2.24 2.38 2.43 1.95 STANDARD ERROR 0.07 0.07 0.07 0.07 0.08 0.07 0.15 0.14 0.14 0.15 0.09 0.11 --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 2 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 003 Q1c. Out of every ten containers of ice cream, frozen yogurt or sorbet purchases you make, about how many fall into each of the following categories? Store brand ice cream PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% None 190 186 186 185 185 184 43 45 50 52 168 22 19.0% 19.1% 19.1% 19.0% 19.6% 19.3% 16.6% 18.1% 19.9% 21.5% 24.7% 6.9% 1-2 430 421 417 419 414 405 130 96 112 92 246 184 43.0% 43.2% 42.8% 42.9% 43.9% 42.5% 50.2% 38.7% 44.6% 38.0% 36.2% 57.5% CDF HJ 3-4 110 104 109 108 100 108 26 34 25 25 92 18 11.0% 10.7% 11.2% 11.1% 10.6% 11.3% 10.0% 13.7% 10.0% 10.3% 13.5% 5.6% BE BE 5-6 170 167 163 167 165 159 38 46 40 46 88 82 17.0% 17.1% 16.7% 17.1% 17.5% 16.7% 14.7% 18.5% 15.9% 19.0% 12.9% 25.6% CF 7-8 100 97 99 97 80 97 22 27 24 27 86 14 10.0% 9.9% 10.2% 9.9% 8.5% 10.2% 8.5% 10.9% 9.6% 11.2% 12.6% 4.4% E E E E MEAN 2.61 2.60 2.61 2.61 2.52 2.61 2.44 2.79 2.52 2.71 2.69 2.43 E E E E G STANDARD DEVIATION 2.37 2.37 2.37 2.37 2.32 2.38 2.26 2.42 2.34 2.46 2.51 2.05 STANDARD ERROR 0.07 0.08 0.08 0.08 0.08 0.08 0.14 0.15 0.15 0.16 0.10 0.11 --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 3 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 004 Q2a. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Store brand - regular ice cream PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Dessert after lunch 224 220 221 218 211 213 53 70 55 46 150 74 22.4% 22.6% 22.7% 22.3% 22.4% 22.4% 20.5% 28.2% 21.9% 19.0% 22.1% 23.1% GJ Afternoon snack 230 222 226 224 219 219 44 60 73 53 156 74 23.0% 22.8% 23.2% 23.0% 23.2% 23.0% 17.0% 24.2% 29.1% 21.9% 22.9% 23.1% G GJ Dessert after dinner 231 227 223 226 222 221 61 67 54 49 163 68 23.1% 23.3% 22.9% 23.2% 23.5% 23.2% 23.6% 27.0% 21.5% 20.2% 24.0% 21.3% J Late night snack or treat 253 249 246 244 239 240 74 62 54 63 168 85 25.3% 25.5% 25.3% 25.0% 25.3% 25.2% 28.6% 25.0% 21.5% 26.0% 24.7% 26.6% I Meal replacement 216 214 212 207 202 204 60 45 60 51 141 75 21.6% 21.9% 21.8% 21.2% 21.4% 21.4% 23.2% 18.1% 23.9% 21.1% 20.7% 23.4% D Not applicable 223 216 217 220 209 210 57 54 53 59 153 70 22.3% 22.2% 22.3% 22.5% 22.1% 22.0% 22.0% 21.8% 21.1% 24.4% 22.5% 21.9% --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 4 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 005 Q2b. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Full fat premium ice cream PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Dessert after lunch 227 218 224 220 213 217 62 52 63 50 157 70 22.7% 22.4% 23.0% 22.5% 22.6% 22.8% 23.9% 21.0% 25.1% 20.7% 23.1% 21.9% Afternoon snack 230 228 226 227 213 221 62 68 49 51 141 89 23.0% 23.4% 23.2% 23.3% 22.6% 23.2% 23.9% 27.4% 19.5% 21.1% 20.7% 27.8% E E I Dessert after dinner 276 268 268 269 260 261 72 54 76 74 196 80 27.6% 27.5% 27.5% 27.6% 27.5% 27.4% 27.8% 21.8% 30.3% 30.6% 28.8% 25.0% H H Late night snack or treat 230 225 225 222 220 219 62 59 57 52 151 79 23.0% 23.1% 23.1% 22.7% 23.3% 23.0% 23.9% 23.8% 22.7% 21.5% 22.2% 24.7% Meal replacement 240 232 236 237 226 229 52 56 69 63 174 66 24.0% 23.8% 24.2% 24.3% 23.9% 24.0% 20.1% 22.6% 27.5% 26.0% 25.6% 20.6% G Not applicable 247 241 234 242 233 235 58 61 55 73 170 77 24.7% 24.7% 24.0% 24.8% 24.7% 24.7% 22.4% 24.6% 21.9% 30.2% 25.0% 24.1% C GI --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 5 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 006 Q2c. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Full fat superpremium ice cream PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Dessert after lunch 224 215 220 219 209 208 60 56 55 53 144 80 22.4% 22.1% 22.6% 22.4% 22.1% 21.8% 23.2% 22.6% 21.9% 21.9% 21.2% 25.0% F Afternoon snack 254 247 246 243 242 245 63 61 65 65 176 78 25.4% 25.3% 25.3% 24.9% 25.6% 25.7% 24.3% 24.6% 25.9% 26.9% 25.9% 24.4% D D Dessert after dinner 246 237 239 245 232 230 66 73 52 55 160 86 24.6% 24.3% 24.5% 25.1% 24.6% 24.1% 25.5% 29.4% 20.7% 22.7% 23.5% 26.9% BF IJ Late night snack or treat 207 201 201 201 193 194 50 45 61 51 140 67 20.7% 20.6% 20.6% 20.6% 20.4% 20.4% 19.3% 18.1% 24.3% 21.1% 20.6% 20.9% H Meal replacement 222 219 216 220 208 207 63 52 55 52 149 73 22.2% 22.5% 22.2% 22.5% 22.0% 21.7% 24.3% 21.0% 21.9% 21.5% 21.9% 22.8% F F Not applicable 237 233 232 232 226 227 64 59 55 59 160 77 23.7% 23.9% 23.8% 23.8% 23.9% 23.8% 24.7% 23.8% 21.9% 24.4% 23.5% 24.1% --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 6 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 007 Q2d. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Ice cream with reduced fat content PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Dessert after lunch 226 223 218 221 217 212 66 56 52 52 163 63 22.6% 22.9% 22.4% 22.6% 23.0% 22.2% 25.5% 22.6% 20.7% 21.5% 24.0% 19.7% F Afternoon snack 251 242 245 243 233 236 54 73 61 63 173 78 25.1% 24.8% 25.2% 24.9% 24.7% 24.8% 20.8% 29.4% 24.3% 26.0% 25.4% 24.4% G Dessert after dinner 212 208 203 208 203 202 67 46 47 52 137 75 21.2% 21.3% 20.8% 21.3% 21.5% 21.2% 25.9% 18.5% 18.7% 21.5% 20.1% 23.4% HI Late night snack or treat 224 220 223 217 215 210 60 50 58 56 140 84 22.4% 22.6% 22.9% 22.2% 22.8% 22.0% 23.2% 20.2% 23.1% 23.1% 20.6% 26.3% F F Meal replacement 220 214 215 215 206 216 57 57 54 52 149 71 22.0% 21.9% 22.1% 22.0% 21.8% 22.7% 22.0% 23.0% 21.5% 21.5% 21.9% 22.2% BE Not applicable 230 223 225 225 216 217 61 55 51 63 156 74 23.0% 22.9% 23.1% 23.1% 22.9% 22.8% 23.6% 22.2% 20.3% 26.0% 22.9% 23.1% --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 7 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 008 Q2e. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Frozen yogurt PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Dessert after lunch 244 238 238 237 228 230 49 69 64 62 181 63 24.4% 24.4% 24.4% 24.3% 24.2% 24.1% 18.9% 27.8% 25.5% 25.6% 26.6% 19.7% G G G Afternoon snack 248 242 239 239 236 240 62 57 75 54 173 75 24.8% 24.8% 24.5% 24.5% 25.0% 25.2% 23.9% 23.0% 29.9% 22.3% 25.4% 23.4% HJ Dessert after dinner 230 224 222 225 216 218 52 46 81 51 153 77 23.0% 23.0% 22.8% 23.1% 22.9% 22.9% 20.1% 18.5% 32.3% 21.1% 22.5% 24.1% GHJ Late night snack or treat 273 264 268 268 259 261 76 70 69 58 185 88 27.3% 27.1% 27.5% 27.5% 27.4% 27.4% 29.3% 28.2% 27.5% 24.0% 27.2% 27.5% Meal replacement 229 223 224 222 215 219 71 56 53 49 153 76 22.9% 22.9% 23.0% 22.7% 22.8% 23.0% 27.4% 22.6% 21.1% 20.2% 22.5% 23.8% IJ Not applicable 220 216 211 219 207 208 53 61 46 60 149 71 22.0% 22.2% 21.7% 22.4% 21.9% 21.8% 20.5% 24.6% 18.3% 24.8% 21.9% 22.2% C I I --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 8 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 009 Q2f. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Sorbet PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Dessert after lunch 232 225 225 227 218 220 73 50 63 46 159 73 23.2% 23.1% 23.1% 23.3% 23.1% 23.1% 28.2% 20.2% 25.1% 19.0% 23.4% 22.8% HJ Afternoon snack 235 230 226 227 219 222 55 59 68 53 158 77 23.5% 23.6% 23.2% 23.3% 23.2% 23.3% 21.2% 23.8% 27.1% 21.9% 23.2% 24.1% Dessert after dinner 232 226 222 227 220 218 58 58 56 60 154 78 23.2% 23.2% 22.8% 23.3% 23.3% 22.9% 22.4% 23.4% 22.3% 24.8% 22.6% 24.4% Late night snack or treat 238 234 232 233 224 228 53 60 63 62 166 72 23.8% 24.0% 23.8% 23.9% 23.7% 23.9% 20.5% 24.2% 25.1% 25.6% 24.4% 22.5% Meal replacement 239 230 228 235 231 227 54 62 63 60 163 76 23.9% 23.6% 23.4% 24.1% 24.5% 23.8% 20.8% 25.0% 25.1% 24.8% 24.0% 23.8% BC Not applicable 237 232 232 233 221 231 67 54 59 57 167 70 23.7% 23.8% 23.8% 23.9% 23.4% 24.2% 25.9% 21.8% 23.5% 23.6% 24.6% 21.9% E --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 9 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 010 Q3. You may have heard the term 'light ice cream'. How likely are you to purchase light ice cream, in general? PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Very likely 259 255 251 254 246 245 259 - - - 168 91 25.9% 26.2% 25.8% 26.0% 26.1% 25.7% 100.0% 24.7% 28.4% HIJ Somewhat likely 248 243 245 241 233 241 - 248 - - 163 85 24.8% 24.9% 25.2% 24.7% 24.7% 25.3% 100.0% 24.0% 26.6% GIJ Somewhat unlikely 251 243 241 245 236 233 - - 251 - 176 75 25.1% 24.9% 24.7% 25.1% 25.0% 24.4% 100.0% 25.9% 23.4% GHJ Very unlikely 242 234 237 236 229 234 - - - 242 173 69 24.2% 24.0% 24.3% 24.2% 24.3% 24.6% 100.0% 25.4% 21.6% GHI --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 10 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 011 Q4. Which one of the following definitions best matches what the term 'light ice cream' means to you personally? PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Ice cream with a lighter taste 187 183 185 183 176 178 59 44 39 45 126 61 18.7% 18.8% 19.0% 18.8% 18.6% 18.7% 22.8% 17.7% 15.5% 18.6% 18.5% 19.1% I Ice cream with lower carbs 194 192 189 189 181 181 46 57 55 36 129 65 19.4% 19.7% 19.4% 19.4% 19.2% 19.0% 17.8% 23.0% 21.9% 14.9% 19.0% 20.3% F J J Ice cream with less fat 216 209 210 212 206 206 56 46 51 63 148 68 21.6% 21.4% 21.6% 21.7% 21.8% 21.6% 21.6% 18.5% 20.3% 26.0% 21.8% 21.3% H Ice cream with fewer calories 216 209 211 209 203 207 57 58 55 46 146 70 21.6% 21.4% 21.7% 21.4% 21.5% 21.7% 22.0% 23.4% 21.9% 19.0% 21.5% 21.9% Ice cream with less fat and 187 182 179 183 178 181 41 43 51 52 131 56 calories 18.7% 18.7% 18.4% 18.8% 18.9% 19.0% 15.8% 17.3% 20.3% 21.5% 19.3% 17.5% --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 11 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 012 Q5. If 'light ice cream' is defined as having less fat than regular ice cream, what percentage less would you personally expect it to have? PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 10% less fat 115 113 109 113 108 113 30 33 22 30 72 43 11.5% 11.6% 11.2% 11.6% 11.4% 11.9% 11.6% 13.3% 8.8% 12.4% 10.6% 13.4% C 20% less fat 118 116 115 114 112 110 28 31 38 21 85 33 11.8% 11.9% 11.8% 11.7% 11.9% 11.5% 10.8% 12.5% 15.1% 8.7% 12.5% 10.3% J 30% less fat 121 119 119 117 112 115 31 28 32 30 75 46 12.1% 12.2% 12.2% 12.0% 11.9% 12.1% 12.0% 11.3% 12.7% 12.4% 11.0% 14.4% 40% less fat 116 111 112 115 109 110 29 37 30 20 84 32 11.6% 11.4% 11.5% 11.8% 11.5% 11.5% 11.2% 14.9% 12.0% 8.3% 12.4% 10.0% J 50% less fat 110 106 109 107 103 104 23 28 28 31 74 36 11.0% 10.9% 11.2% 11.0% 10.9% 10.9% 8.9% 11.3% 11.2% 12.8% 10.9% 11.3% 60% less fat 105 104 101 102 101 101 40 22 22 21 71 34 10.5% 10.7% 10.4% 10.5% 10.7% 10.6% 15.4% 8.9% 8.8% 8.7% 10.4% 10.6% HIJ 70% less fat 97 94 95 94 94 90 24 23 22 28 65 32 9.7% 9.6% 9.8% 9.6% 10.0% 9.4% 9.3% 9.3% 8.8% 11.6% 9.6% 10.0% F 80% less fat 97 96 95 97 89 90 26 15 26 30 70 27 9.7% 9.8% 9.8% 9.9% 9.4% 9.4% 10.0% 6.0% 10.4% 12.4% 10.3% 8.4% EF H H 90% less fat 121 116 119 117 116 120 28 31 31 31 84 37 12.1% 11.9% 12.2% 12.0% 12.3% 12.6% 10.8% 12.5% 12.4% 12.8% 12.4% 11.6% BD --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 12 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 013 Q6a. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream tastes as good as regular ice cream PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Agree Strongly 255 248 248 250 239 242 67 61 64 63 176 79 25.5% 25.4% 25.5% 25.6% 25.3% 25.4% 25.9% 24.6% 25.5% 26.0% 25.9% 24.7% Agree Somewhat 242 238 236 235 224 230 67 56 61 58 170 72 24.2% 24.4% 24.2% 24.1% 23.7% 24.1% 25.9% 22.6% 24.3% 24.0% 25.0% 22.5% Disgree Somewhat 241 234 234 234 229 227 63 62 63 53 164 77 24.1% 24.0% 24.0% 24.0% 24.3% 23.8% 24.3% 25.0% 25.1% 21.9% 24.1% 24.1% Disagree Strongly 262 255 256 257 252 254 62 69 63 68 170 92 26.2% 26.2% 26.3% 26.3% 26.7% 26.7% 23.9% 27.8% 25.1% 28.1% 25.0% 28.8% --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 13 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 014 Q6b. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream is as satisfying as regular ice cream PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Agree Strongly 251 244 244 243 229 243 68 64 58 61 174 77 25.1% 25.0% 25.1% 24.9% 24.3% 25.5% 26.3% 25.8% 23.1% 25.2% 25.6% 24.1% E E E Agree Somewhat 257 249 246 254 245 243 72 59 68 58 168 89 25.7% 25.5% 25.3% 26.0% 26.0% 25.5% 27.8% 23.8% 27.1% 24.0% 24.7% 27.8% C Disgree Somewhat 249 244 246 245 238 236 65 65 56 63 160 89 24.9% 25.0% 25.3% 25.1% 25.2% 24.8% 25.1% 26.2% 22.3% 26.0% 23.5% 27.8% Disagree Strongly 243 238 238 234 232 231 54 60 69 60 178 65 24.3% 24.4% 24.4% 24.0% 24.6% 24.2% 20.8% 24.2% 27.5% 24.8% 26.2% 20.3% G --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 14 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 015 Q6c. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream does not have a creamy texture PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Agree Strongly 269 263 262 263 258 256 69 72 66 62 182 87 26.9% 27.0% 26.9% 26.9% 27.3% 26.9% 26.6% 29.0% 26.3% 25.6% 26.8% 27.2% Agree Somewhat 252 244 247 247 240 242 62 58 68 64 180 72 25.2% 25.0% 25.4% 25.3% 25.4% 25.4% 23.9% 23.4% 27.1% 26.4% 26.5% 22.5% Disgree Somewhat 242 236 234 234 225 228 71 58 54 59 163 79 24.2% 24.2% 24.0% 24.0% 23.8% 23.9% 27.4% 23.4% 21.5% 24.4% 24.0% 24.7% Disagree Strongly 237 232 231 232 221 227 57 60 63 57 155 82 23.7% 23.8% 23.7% 23.8% 23.4% 23.8% 22.0% 24.2% 25.1% 23.6% 22.8% 25.6% --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 15 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 016 Q6d. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream isn't as high quality as regular ice cream PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Agree Strongly 276 270 266 270 265 260 64 68 82 62 195 81 27.6% 27.7% 27.3% 27.7% 28.1% 27.3% 24.7% 27.4% 32.7% 25.6% 28.7% 25.3% CF GJ Agree Somewhat 241 234 233 235 226 231 63 60 54 64 164 77 24.1% 24.0% 23.9% 24.1% 23.9% 24.2% 24.3% 24.2% 21.5% 26.4% 24.1% 24.1% Disgree Somewhat 242 233 236 239 229 228 67 59 59 57 151 91 24.2% 23.9% 24.2% 24.5% 24.3% 23.9% 25.9% 23.8% 23.5% 23.6% 22.2% 28.4% Disagree Strongly 241 238 239 232 224 234 65 61 56 59 170 71 24.1% 24.4% 24.5% 23.8% 23.7% 24.6% 25.1% 24.6% 22.3% 24.4% 25.0% 22.2% DE DE --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 16 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 017 Q6e. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream is made with artificial ingredients PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Agree Strongly 233 228 225 231 222 222 70 53 56 54 166 67 23.3% 23.4% 23.1% 23.7% 23.5% 23.3% 27.0% 21.4% 22.3% 22.3% 24.4% 20.9% Agree Somewhat 241 233 237 232 228 231 50 70 69 52 161 80 24.1% 23.9% 24.3% 23.8% 24.2% 24.2% 19.3% 28.2% 27.5% 21.5% 23.7% 25.0% GJ G Disgree Somewhat 268 263 260 260 251 256 70 63 72 63 182 86 26.8% 27.0% 26.7% 26.6% 26.6% 26.9% 27.0% 25.4% 28.7% 26.0% 26.8% 26.9% Disagree Strongly 258 251 252 253 243 244 69 62 54 73 171 87 25.8% 25.7% 25.9% 25.9% 25.7% 25.6% 26.6% 25.0% 21.5% 30.2% 25.1% 27.2% I --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 17 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 018 Q6f. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream is not a special treat PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Agree Strongly 249 241 245 240 231 235 67 57 63 62 163 86 24.9% 24.7% 25.2% 24.6% 24.5% 24.7% 25.9% 23.0% 25.1% 25.6% 24.0% 26.9% Agree Somewhat 267 264 256 261 255 251 68 78 61 60 172 95 26.7% 27.1% 26.3% 26.7% 27.0% 26.3% 26.3% 31.5% 24.3% 24.8% 25.3% 29.7% CF C I Disgree Somewhat 230 225 224 225 215 221 56 52 61 61 158 72 23.0% 23.1% 23.0% 23.1% 22.8% 23.2% 21.6% 21.0% 24.3% 25.2% 23.2% 22.5% Disagree Strongly 254 245 249 250 243 246 68 61 66 59 187 67 25.4% 25.1% 25.6% 25.6% 25.7% 25.8% 26.3% 24.6% 26.3% 24.4% 27.5% 20.9% --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 18 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 019 Q6g. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. I eat light ice cream so I can eat more of it PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Agree Strongly 237 231 232 232 222 223 62 57 60 58 167 70 23.7% 23.7% 23.8% 23.8% 23.5% 23.4% 23.9% 23.0% 23.9% 24.0% 24.6% 21.9% Agree Somewhat 252 246 243 247 237 238 61 61 65 65 172 80 25.2% 25.2% 24.9% 25.3% 25.1% 25.0% 23.6% 24.6% 25.9% 26.9% 25.3% 25.0% Disgree Somewhat 249 243 240 243 235 239 62 74 49 64 170 79 24.9% 24.9% 24.6% 24.9% 24.9% 25.1% 23.9% 29.8% 19.5% 26.4% 25.0% 24.7% I I Disagree Strongly 262 255 259 254 250 253 74 56 77 55 171 91 26.2% 26.2% 26.6% 26.0% 26.5% 26.5% 28.6% 22.6% 30.7% 22.7% 25.1% 28.4% HJ --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 19 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 020 Q6h. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream is an indulgent treat PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Agree Strongly 247 237 241 238 237 234 62 61 57 67 165 82 24.7% 24.3% 24.7% 24.4% 25.1% 24.6% 23.9% 24.6% 22.7% 27.7% 24.3% 25.6% BD Agree Somewhat 227 225 222 223 216 214 61 56 57 53 151 76 22.7% 23.1% 22.8% 22.8% 22.9% 22.5% 23.6% 22.6% 22.7% 21.9% 22.2% 23.8% Disgree Somewhat 251 248 243 247 230 238 62 68 64 57 171 80 25.1% 25.4% 24.9% 25.3% 24.4% 25.0% 23.9% 27.4% 25.5% 23.6% 25.1% 25.0% E E Disagree Strongly 275 265 268 268 261 267 74 63 73 65 193 82 27.5% 27.2% 27.5% 27.5% 27.6% 28.0% 28.6% 25.4% 29.1% 26.9% 28.4% 25.6% B --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 20 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 021 Q6i. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. When I eat light ice cream I feel less guilty PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Agree Strongly 247 240 242 241 233 240 77 52 65 53 175 72 24.7% 24.6% 24.8% 24.7% 24.7% 25.2% 29.7% 21.0% 25.9% 21.9% 25.7% 22.5% HJ Agree Somewhat 239 234 233 232 233 230 65 63 61 50 154 85 23.9% 24.0% 23.9% 23.8% 24.7% 24.1% 25.1% 25.4% 24.3% 20.7% 22.6% 26.6% CD Disgree Somewhat 268 264 258 262 250 248 64 64 60 80 185 83 26.8% 27.1% 26.5% 26.8% 26.5% 26.0% 24.7% 25.8% 23.9% 33.1% 27.2% 25.9% F F GHI Disagree Strongly 246 237 241 241 228 235 53 69 65 59 166 80 24.6% 24.3% 24.7% 24.7% 24.2% 24.7% 20.5% 27.8% 25.9% 24.4% 24.4% 25.0% G --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 21 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 022 Q6j. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream just doesn't taste good PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Agree Strongly 244 238 237 238 226 230 60 47 65 72 164 80 24.4% 24.4% 24.3% 24.4% 23.9% 24.1% 23.2% 19.0% 25.9% 29.8% 24.1% 25.0% H GH Agree Somewhat 228 226 218 224 218 217 60 59 58 51 156 72 22.8% 23.2% 22.4% 23.0% 23.1% 22.8% 23.2% 23.8% 23.1% 21.1% 22.9% 22.5% C C Disgree Somewhat 267 261 262 262 256 259 76 72 59 60 182 85 26.7% 26.8% 26.9% 26.8% 27.1% 27.2% 29.3% 29.0% 23.5% 24.8% 26.8% 26.6% Disagree Strongly 261 250 257 252 244 247 63 70 69 59 178 83 26.1% 25.6% 26.4% 25.8% 25.8% 25.9% 24.3% 28.2% 27.5% 24.4% 26.2% 25.9% B --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 22 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 023 Q7a. Which one of the following statements about light ice cream do you agree with the most? PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Tastes as good 2 2 2 2 2 2 2 - - - 1 1 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.8% 0.1% 0.3% Is as satisfying 5 5 5 5 4 5 2 3 - - 4 1 0.5% 0.5% 0.5% 0.5% 0.4% 0.5% 0.8% 1.2% 0.6% 0.3% IJ Does not have a creamy texture 2 2 2 2 2 2 - - - 2 1 1 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.8% 0.1% 0.3% Isn't as high quality 6 6 6 6 6 6 1 2 2 1 6 - 0.6% 0.6% 0.6% 0.6% 0.6% 0.6% 0.4% 0.8% 0.8% 0.4% 0.9% Is made with artificial 23 23 23 22 23 23 6 6 5 6 17 6 ingredients 2.3% 2.4% 2.4% 2.3% 2.4% 2.4% 2.3% 2.4% 2.0% 2.5% 2.5% 1.9% Is not a special treat 33 31 33 31 31 31 8 9 6 10 23 10 3.3% 3.2% 3.4% 3.2% 3.3% 3.3% 3.1% 3.6% 2.4% 4.1% 3.4% 3.1% I can eat more of it 44 43 41 42 42 42 14 13 10 7 29 15 4.4% 4.4% 4.2% 4.3% 4.4% 4.4% 5.4% 5.2% 4.0% 2.9% 4.3% 4.7% Is an indulgent treat 136 132 133 134 130 129 33 35 34 34 97 39 13.6% 13.5% 13.7% 13.7% 13.8% 13.5% 12.7% 14.1% 13.5% 14.0% 14.3% 12.2% I feel less guilty 262 257 251 259 249 253 73 67 65 57 181 81 26.2% 26.4% 25.8% 26.5% 26.4% 26.5% 28.2% 27.0% 25.9% 23.6% 26.6% 25.3% C C Just doesn't taste good 487 474 478 473 455 460 120 113 129 125 321 166 48.7% 48.6% 49.1% 48.5% 48.2% 48.3% 46.3% 45.6% 51.4% 51.7% 47.2% 51.9% E --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 23 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 024 Q7b. Which one of the following statements about light ice cream do you agree with the least? PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Tastes as good 487 474 478 473 455 460 120 113 129 125 321 166 48.7% 48.6% 49.1% 48.5% 48.2% 48.3% 46.3% 45.6% 51.4% 51.7% 47.2% 51.9% E Is as satisfying 262 257 251 259 249 253 73 67 65 57 181 81 26.2% 26.4% 25.8% 26.5% 26.4% 26.5% 28.2% 27.0% 25.9% 23.6% 26.6% 25.3% C C Does not have a creamy texture 136 132 133 134 130 129 33 35 34 34 97 39 13.6% 13.5% 13.7% 13.7% 13.8% 13.5% 12.7% 14.1% 13.5% 14.0% 14.3% 12.2% Isn't as high quality 44 43 41 42 42 42 14 13 10 7 29 15 4.4% 4.4% 4.2% 4.3% 4.4% 4.4% 5.4% 5.2% 4.0% 2.9% 4.3% 4.7% Is made with artificial 33 31 33 31 31 31 8 9 6 10 23 10 ingredients 3.3% 3.2% 3.4% 3.2% 3.3% 3.3% 3.1% 3.6% 2.4% 4.1% 3.4% 3.1% Is not a special treat 23 23 23 22 23 23 6 6 5 6 17 6 2.3% 2.4% 2.4% 2.3% 2.4% 2.4% 2.3% 2.4% 2.0% 2.5% 2.5% 1.9% I can eat more of it 6 6 6 6 6 6 1 2 2 1 6 - 0.6% 0.6% 0.6% 0.6% 0.6% 0.6% 0.4% 0.8% 0.8% 0.4% 0.9% Is an indulgent treat 2 2 2 2 2 2 - - - 2 1 1 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.8% 0.1% 0.3% I feel less guilty 5 5 5 5 4 5 2 3 - - 4 1 0.5% 0.5% 0.5% 0.5% 0.4% 0.5% 0.8% 1.2% 0.6% 0.3% IJ Just doesn't taste good 2 2 2 2 2 2 2 - - - 1 1 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.8% 0.1% 0.3% --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 24 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 025 Q8a. How many of each of the following types of people currently live in your home? Adult males 18+ PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% None 56 53 55 53 - 52 13 15 15 13 27 29 5.6% 5.4% 5.6% 5.4% 5.5% 5.0% 6.0% 6.0% 5.4% 4.0% 9.1% E E E E 1 34 34 34 34 34 34 8 7 8 11 22 12 3.4% 3.5% 3.5% 3.5% 3.6% 3.6% 3.1% 2.8% 3.2% 4.5% 3.2% 3.8% 2 55 54 55 52 55 48 16 9 15 15 35 20 5.5% 5.5% 5.6% 5.3% 5.8% 5.0% 6.2% 3.6% 6.0% 6.2% 5.1% 6.3% F F DF 3 53 52 53 50 53 53 7 18 16 12 42 11 5.3% 5.3% 5.4% 5.1% 5.6% 5.6% 2.7% 7.3% 6.4% 5.0% 6.2% 3.4% D D G G 4 44 43 44 44 44 42 9 13 11 11 34 10 4.4% 4.4% 4.5% 4.5% 4.7% 4.4% 3.5% 5.2% 4.4% 4.5% 5.0% 3.1% 5 or more 758 739 733 743 758 724 206 186 186 180 520 238 75.8% 75.8% 75.3% 76.1% 80.3% 76.0% 79.5% 75.0% 74.1% 74.4% 76.5% 74.4% C BCDF C MEAN 10.15 10.17 10.10 10.20 10.76 10.21 10.27 9.82 10.60 9.90 10.42 9.58 BCDF C STANDARD DEVIATION 6.15 6.15 6.18 6.15 5.80 6.15 5.99 6.07 6.39 6.16 6.14 6.15 STANDARD ERROR 0.19 0.20 0.20 0.20 0.19 0.20 0.37 0.39 0.40 0.40 0.24 0.34 --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 25 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 026 Q8b. How many of each of the following types of people currently live in your home? Adult females 18+ PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% None 47 46 45 46 43 - 14 7 18 8 19 28 4.7% 4.7% 4.6% 4.7% 4.6% 5.4% 2.8% 7.2% 3.3% 2.8% 8.8% F F F F HJ 1 49 48 48 45 49 49 15 9 10 15 34 15 4.9% 4.9% 4.9% 4.6% 5.2% 5.1% 5.8% 3.6% 4.0% 6.2% 5.0% 4.7% D D 2 48 46 46 47 44 48 12 13 12 11 33 15 4.8% 4.7% 4.7% 4.8% 4.7% 5.0% 4.6% 5.2% 4.8% 4.5% 4.9% 4.7% E 3 51 49 49 51 48 51 12 18 13 8 36 15 5.1% 5.0% 5.0% 5.2% 5.1% 5.4% 4.6% 7.3% 5.2% 3.3% 5.3% 4.7% J 4 51 50 50 51 48 51 13 15 13 10 34 17 5.1% 5.1% 5.1% 5.2% 5.1% 5.4% 5.0% 6.0% 5.2% 4.1% 5.0% 5.3% 5 or more 754 736 736 736 712 754 193 186 185 190 524 230 75.4% 75.5% 75.6% 75.4% 75.4% 79.1% 74.5% 75.0% 73.7% 78.5% 77.1% 71.9% BCDE MEAN 9.69 9.68 9.70 9.71 9.69 10.17 9.69 9.93 9.27 9.88 10.00 9.04 BCDE STANDARD DEVIATION 5.94 5.93 5.93 5.94 5.94 5.67 6.11 5.99 5.85 5.81 5.89 6.01 STANDARD ERROR 0.19 0.19 0.19 0.19 0.19 0.18 0.38 0.38 0.37 0.37 0.23 0.34 --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 26 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 027 Q8c. How many of each of the following types of people currently live in your home? Teens 13-17 PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% None 24 23 24 - 21 23 5 7 6 6 17 7 2.4% 2.4% 2.5% 2.2% 2.4% 1.9% 2.8% 2.4% 2.5% 2.5% 2.2% D D D D 1 49 48 49 49 47 44 15 11 12 11 28 21 4.9% 4.9% 5.0% 5.0% 5.0% 4.6% 5.8% 4.4% 4.8% 4.5% 4.1% 6.6% F F 2 54 54 50 54 53 51 21 12 9 12 33 21 5.4% 5.5% 5.1% 5.5% 5.6% 5.4% 8.1% 4.8% 3.6% 5.0% 4.9% 6.6% C C C I 3 44 42 44 44 40 43 10 10 12 12 33 11 4.4% 4.3% 4.5% 4.5% 4.2% 4.5% 3.9% 4.0% 4.8% 5.0% 4.9% 3.4% 4 49 49 48 49 46 45 8 12 17 12 34 15 4.9% 5.0% 4.9% 5.0% 4.9% 4.7% 3.1% 4.8% 6.8% 5.0% 5.0% 4.7% G 5 or more 780 759 759 780 737 747 200 196 195 189 535 245 78.0% 77.8% 77.9% 79.9% 78.1% 78.4% 77.2% 79.0% 77.7% 78.1% 78.7% 76.6% BCEF MEAN 10.25 10.24 10.21 10.50 10.31 10.31 10.15 10.32 10.45 10.09 10.30 10.15 BCEF C STANDARD DEVIATION 5.85 5.85 5.84 5.69 5.84 5.83 5.92 5.92 5.93 5.64 5.75 6.06 STANDARD ERROR 0.18 0.19 0.19 0.18 0.19 0.19 0.37 0.38 0.37 0.36 0.22 0.34 --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 27 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 028 Q8d. How many of each of the following types of people currently live in your home? Kids 6-12 PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% None 26 25 - 26 25 24 8 3 10 5 13 13 2.6% 2.6% 2.7% 2.6% 2.5% 3.1% 1.2% 4.0% 2.1% 1.9% 4.1% C C C C H 1 47 46 47 47 47 44 10 11 16 10 34 13 4.7% 4.7% 4.8% 4.8% 5.0% 4.6% 3.9% 4.4% 6.4% 4.1% 5.0% 4.1% 2 33 33 33 32 30 32 7 8 9 9 24 9 3.3% 3.4% 3.4% 3.3% 3.2% 3.4% 2.7% 3.2% 3.6% 3.7% 3.5% 2.8% 3 44 43 44 44 39 42 12 6 10 16 26 18 4.4% 4.4% 4.5% 4.5% 4.1% 4.4% 4.6% 2.4% 4.0% 6.6% 3.8% 5.6% E E H 4 46 46 46 46 43 45 11 11 11 13 35 11 4.6% 4.7% 4.7% 4.7% 4.6% 4.7% 4.2% 4.4% 4.4% 5.4% 5.1% 3.4% 5 or more 804 782 804 781 760 766 211 209 195 189 548 256 80.4% 80.2% 82.5% 80.0% 80.5% 80.4% 81.5% 84.3% 77.7% 78.1% 80.6% 80.0% BDEF IJ MEAN 10.50 10.51 10.78 10.47 10.50 10.50 10.73 11.26 9.99 10.02 10.64 10.21 BDEF IJ STANDARD DEVIATION 5.83 5.85 5.65 5.86 5.84 5.83 5.78 5.71 6.06 5.72 5.83 5.84 STANDARD ERROR 0.18 0.19 0.18 0.19 0.19 0.19 0.36 0.36 0.38 0.37 0.22 0.33 --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 28 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 029 Q8e. How many of each of the following types of people currently live in your home? Kids 0-5 PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% None 25 - 24 24 22 24 4 5 8 8 20 5 2.5% 2.5% 2.5% 2.3% 2.5% 1.5% 2.0% 3.2% 3.3% 2.9% 1.6% B B B B 1 41 41 40 39 38 39 13 13 7 8 29 12 4.1% 4.2% 4.1% 4.0% 4.0% 4.1% 5.0% 5.2% 2.8% 3.3% 4.3% 3.8% 2 55 55 53 55 53 55 10 15 15 15 35 20 5.5% 5.6% 5.4% 5.6% 5.6% 5.8% 3.9% 6.0% 6.0% 6.2% 5.1% 6.3% 3 37 37 36 37 37 35 12 11 8 6 26 11 3.7% 3.8% 3.7% 3.8% 3.9% 3.7% 4.6% 4.4% 3.2% 2.5% 3.8% 3.4% 4 49 49 47 47 48 43 11 14 13 11 36 13 4.9% 5.0% 4.8% 4.8% 5.1% 4.5% 4.2% 5.6% 5.2% 4.5% 5.3% 4.1% F F 5 or more 793 793 774 774 746 757 209 190 200 194 534 259 79.3% 81.3% 79.5% 79.3% 79.0% 79.4% 80.7% 76.6% 79.7% 80.2% 78.5% 80.9% CDEF MEAN 10.19 10.45 10.25 10.24 10.16 10.23 10.44 10.03 10.02 10.26 10.18 10.21 CDEF STANDARD DEVIATION 5.86 5.70 5.85 5.87 5.86 5.88 5.87 5.94 5.77 5.87 5.91 5.76 STANDARD ERROR 0.19 0.18 0.19 0.19 0.19 0.19 0.36 0.38 0.36 0.38 0.23 0.32 --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 29 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 030 Q9. Which of the following categories best describes your ethnic background? PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Caucasian 159 156 151 155 155 147 39 45 40 35 109 50 15.9% 16.0% 15.5% 15.9% 16.4% 15.4% 15.1% 18.1% 15.9% 14.5% 16.0% 15.6% CF African American 153 151 152 152 145 149 42 39 41 31 105 48 15.3% 15.5% 15.6% 15.6% 15.4% 15.6% 16.2% 15.7% 16.3% 12.8% 15.4% 15.0% Hispanic 184 179 181 180 173 178 43 47 53 41 123 61 18.4% 18.4% 18.6% 18.4% 18.3% 18.7% 16.6% 19.0% 21.1% 16.9% 18.1% 19.1% Asian or Pacific Islander 175 169 169 170 159 165 44 34 48 49 117 58 17.5% 17.3% 17.4% 17.4% 16.8% 17.3% 17.0% 13.7% 19.1% 20.2% 17.2% 18.1% H Other 167 162 163 162 160 157 46 44 34 43 111 56 16.7% 16.6% 16.7% 16.6% 16.9% 16.5% 17.8% 17.7% 13.5% 17.8% 16.3% 17.5% Prefer not to say 162 158 158 157 152 157 45 39 35 43 115 47 16.2% 16.2% 16.2% 16.1% 16.1% 16.5% 17.4% 15.7% 13.9% 17.8% 16.9% 14.7% --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 30 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 031 Q10. What is your current employment status? PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Not a full time student and 176 170 171 174 166 168 45 47 43 41 109 67 not employed outside the home 17.6% 17.4% 17.6% 17.8% 17.6% 17.6% 17.4% 19.0% 17.1% 16.9% 16.0% 20.9% Employed part-time (20 hrs. or 183 177 179 181 174 172 49 43 51 40 128 55 less per week) 18.3% 18.2% 18.4% 18.5% 18.4% 18.0% 18.9% 17.3% 20.3% 16.5% 18.8% 17.2% Employed full time 169 164 164 163 160 160 42 44 46 37 117 52 16.9% 16.8% 16.8% 16.7% 16.9% 16.8% 16.2% 17.7% 18.3% 15.3% 17.2% 16.3% Retired 167 164 163 161 157 161 43 36 45 43 114 53 16.7% 16.8% 16.7% 16.5% 16.6% 16.9% 16.6% 14.5% 17.9% 17.8% 16.8% 16.6% Full time student 155 152 151 153 144 148 46 34 36 39 106 49 15.5% 15.6% 15.5% 15.7% 15.3% 15.5% 17.8% 13.7% 14.3% 16.1% 15.6% 15.3% Prefer not to answer 150 148 146 144 143 144 34 44 30 42 106 44 15.0% 15.2% 15.0% 14.8% 15.1% 15.1% 13.1% 17.7% 12.0% 17.4% 15.6% 13.8% I I --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 31 LAST UPDATED 01 DEC 2004 8:49 AM TABLE 032 Q11. Which of the following categories best describes your total annual household income before taxes? PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE ================================== =========================== Small Some- GENDER Chil- Teens Fe- Some- what Very ============= dren Kids (13- Males males Very what Un- Un- Fe- Total (0-5) (6-12) 17) (18+) (18+) Likely Likely likely likely Male male ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320 % % % % % % % % % % % % (B) (C) (D) (E) (F) (G) (H) (I) (J) Any Response 1000 975 974 976 944 953 259 248 251 242 680 320 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Under $20,000 144 140 143 141 136 138 44 30 35 35 90 54 14.4% 14.4% 14.7% 14.4% 14.4% 14.5% 17.0% 12.1% 13.9% 14.5% 13.2% 16.9% $20,000 - $39,999 136 134 131 134 128 129 44 35 24 33 90 46 13.6% 13.7% 13.4% 13.7% 13.6% 13.5% 17.0% 14.1% 9.6% 13.6% 13.2% 14.4% I $40,000 - $59,999 151 146 150 144 136 145 39 38 39 35 106 45 15.1% 15.0% 15.4% 14.8% 14.4% 15.2% 15.1% 15.3% 15.5% 14.5% 15.6% 14.1% DE E $60,000 - $79,999 161 156 159 160 154 154 35 46 45 35 118 43 16.1% 16.0% 16.3% 16.4% 16.3% 16.2% 13.5% 18.5% 17.9% 14.5% 17.4% 13.4% $80,000 - $99,999 125 121 121 122 117 119 27 31 34 33 83 42 12.5% 12.4% 12.4% 12.5% 12.4% 12.5% 10.4% 12.5% 13.5% 13.6% 12.2% 13.1% $100,000 or more 150 147 142 146 146 145 37 35 38 40 107 43 15.0% 15.1% 14.6% 15.0% 15.5% 15.2% 14.3% 14.1% 15.1% 16.5% 15.7% 13.4% C C Prefer not to answer 133 131 128 129 127 123 33 33 36 31 86 47 13.3% 13.4% 13.1% 13.2% 13.5% 12.9% 12.7% 13.3% 14.3% 12.8% 12.6% 14.7% --------------------------------- (sig=.10) (all_pairs) columns tested BCDEF, GHIJ Tables prepared by Computers for Marketing Corp. PAGE 32 LAST UPDATED 01 DEC 2004 8:49 AM