TABLE OF CONTENTS

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)
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)
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
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
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
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
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
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
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
TABLE 010 Q3. You may have heard the term 'light ice cream'. How likely are you to purchase light ice cream, in general?
TABLE 011 Q4. Which one of the following definitions best matches what the term 'light ice cream' means to you personally?
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?
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
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
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
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
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
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
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
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
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
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
TABLE 023 Q7a. Which one of the following statements about light ice cream do you agree with the most?
TABLE 024 Q7b. Which one of the following statements about light ice cream do you agree with the least?
TABLE 025 Q8a. How many of each of the following types of people currently live in your home? Adult males 18+
TABLE 026 Q8b. How many of each of the following types of people currently live in your home? Adult females 18+
TABLE 027 Q8c. How many of each of the following types of people currently live in your home? Teens 13-17
TABLE 028 Q8d. How many of each of the following types of people currently live in your home? Kids 6-12
TABLE 029 Q8e. How many of each of the following types of people currently live in your home? Kids 0-5
TABLE 030 Q9. Which of the following categories best describes your ethnic background?
TABLE 031 Q10. What is your current employment status?
TABLE 032 Q11. Which of the following categories best describes your total annual household income before taxes?
Tables prepared by Computers for Marketing Corp.
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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)

 
 
UNWEIGHTED TOTAL 1000 975 974 976 944 953 259 248 251 242 680 320
WEIGHTED TOTAL 1000 977 970 977 935 942 266 253 247 235 500 500
  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 52 52 49 51 50 51 16 10 12 14 51 2
  5.2% 5.3% 5.1% 5.2% 5.3% 5.4% 5.8% 4.1% 5.1% 5.9% 10.1% 0.3%
1-2 321 313 312 315 285 302 70 92 76 83 146 175
  32.1% 32.0% 32.2% 32.2% 30.4% 32.1% 26.3% 36.5% 30.7% 35.2% 29.1% 35.0%
    E E E   E   G   G    
3-4 162 159 159 161 156 153 54 42 31 35 50 113
  16.3% 16.2% 16.4% 16.5% 16.6% 16.3% 20.3% 16.6% 12.7% 15.0% 10.0% 22.5%
              I          
5-6 219 216 215 214 210 207 55 51 64 49 152 67
  21.9% 22.1% 22.2% 21.9% 22.5% 22.0% 20.9% 20.2% 26.1% 20.6% 30.4% 13.4%
7-8 222 217 213 214 214 207 67 53 57 46 80 142
  22.2% 22.2% 22.0% 21.9% 22.9% 21.9% 25.0% 21.1% 22.9% 19.5% 16.0% 28.4%
          CDF              
9-10 23 21 22 22 21 22 4 4 6 9 21 2
  2.3% 2.2% 2.3% 2.3% 2.2% 2.4% 1.7% 1.5% 2.4% 3.8% 4.3% 0.3%
MEAN 4.02 4.01 4.01 4.00 4.08 4.01 4.15 3.82 4.21 3.87 3.94 4.09
          BCDF              
STANDARD DEVIATION 2.78 2.78 2.77 2.77 2.78 2.77 2.77 2.71 2.78 2.87 2.73 2.83
STANDARD ERROR 0.09 0.10 0.10 0.10 0.10 0.10 0.18 0.18 0.19 0.20 0.10 0.16
(sig=.10) (all_pairs) columns tested BCDEF, GHIJ
Tables prepared by Computers for Marketing Corp.
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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)

 
 
UNWEIGHTED TOTAL 1000 975 974 976 944 953 259 248 251 242 680 320
WEIGHTED TOTAL 1000 977 970 977 935 942 266 253 247 235 500 500
  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 23 21 22 22 21 22 4 4 6 9 21 2
  2.3% 2.2% 2.3% 2.3% 2.2% 2.4% 1.7% 1.5% 2.4% 3.8% 4.3% 0.3%
1-2 391 382 378 377 359 371 109 98 99 85 208 183
  39.1% 39.1% 38.9% 38.6% 38.4% 39.3% 41.1% 38.6% 40.2% 36.2% 41.6% 36.6%
            E            
3-4 378 366 368 372 352 352 90 96 98 94 220 158
  37.8% 37.5% 37.9% 38.1% 37.7% 37.3% 33.7% 37.9% 39.7% 40.2% 44.0% 31.6%
5-6 156 156 153 155 153 147 47 45 31 33 - 156
  15.6% 16.0% 15.8% 15.8% 16.4% 15.6% 17.6% 17.9% 12.7% 14.0%   31.3%
          F              
9-10 52 52 49 51 50 51 16 10 12 14 51 2
  5.2% 5.3% 5.1% 5.2% 5.3% 5.4% 5.8% 4.1% 5.1% 5.9% 10.1% 0.3%
MEAN 3.42 3.44 3.42 3.43 3.45 3.43 3.47 3.43 3.31 3.47 3.36 3.48
STANDARD DEVIATION 2.20 2.21 2.18 2.20 2.22 2.21 2.32 2.07 2.16 2.26 2.43 1.95
STANDARD ERROR 0.07 0.08 0.07 0.08 0.08 0.08 0.15 0.14 0.15 0.16 0.09 0.11
(sig=.10) (all_pairs) columns tested BCDEF, GHIJ
Tables prepared by Computers for Marketing Corp.
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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

 
 
UNWEIGHTED TOTAL 1000 975 974 976 944 953 259 248 251 242 680 320
WEIGHTED TOTAL 1000 977 970 977 935 942 266 253 247 235 500 500
  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 158 155 154 153 153 153 37 40 40 42 124 34
  15.8% 15.9% 15.9% 15.7% 16.3% 16.2% 13.8% 15.7% 16.3% 17.7% 24.7% 6.9%
          D              
1-2 468 460 451 457 448 436 144 105 120 99 181 288
  46.8% 47.1% 46.5% 46.8% 48.0% 46.3% 54.3% 41.7% 48.5% 42.2% 36.2% 57.5%
          BCDF   HJ          
3-4 96 91 95 94 82 94 22 29 24 21 68 28
  9.6% 9.3% 9.8% 9.7% 8.8% 10.0% 8.1% 11.5% 9.8% 8.9% 13.5% 5.6%
    E BE E   BE            
5-6 193 189 185 189 186 177 43 54 43 53 65 128
  19.3% 19.3% 19.1% 19.4% 19.9% 18.8% 16.1% 21.2% 17.6% 22.5% 12.9% 25.6%
          CF         G    
7-8 85 83 84 83 66 82 20 25 19 21 63 22
  8.5% 8.5% 8.7% 8.5% 7.1% 8.7% 7.6% 9.8% 7.8% 8.8% 12.6% 4.4%
    E E E   E            
MEAN 2.56 2.55 2.57 2.57 2.47 2.57 2.38 2.75 2.48 2.66 2.69 2.43
    E E E   E   G        
STANDARD DEVIATION 2.29 2.29 2.29 2.29 2.24 2.30 2.20 2.36 2.24 2.36 2.51 2.05
STANDARD ERROR 0.08 0.08 0.08 0.08 0.08 0.08 0.15 0.16 0.15 0.16 0.10 0.11
(sig=.10) (all_pairs) columns tested BCDEF, GHIJ
Tables prepared by Computers for Marketing Corp.
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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

 
 
UNWEIGHTED TOTAL 1000 975 974 976 944 953 259 248 251 242 680 320
WEIGHTED TOTAL 1000 977 970 977 935 942 266 253 247 235 500 500
  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 226 223 222 221 212 211 53 75 55 43 110 116
  22.6% 22.8% 22.9% 22.6% 22.7% 22.4% 20.0% 29.9% 22.1% 18.3% 22.1% 23.1%
                GIJ        
Afternoon snack 230 222 224 223 218 217 44 60 74 53 115 116
  23.0% 22.7% 23.1% 22.9% 23.3% 23.1% 16.5% 23.7% 29.8% 22.6% 22.9% 23.1%
                G GJ      
Dessert after dinner 226 222 218 222 217 212 57 67 57 44 120 106
  22.6% 22.7% 22.4% 22.7% 23.2% 22.5% 21.5% 26.7% 23.1% 18.9% 24.0% 21.3%
          C     J        
Late night snack or treat 256 253 248 248 238 239 76 64 55 61 124 133
  25.6% 25.9% 25.6% 25.4% 25.4% 25.4% 28.6% 25.2% 22.5% 26.0% 24.7% 26.6%
Meal replacement 221 219 216 211 205 204 65 47 59 50 104 117
  22.1% 22.4% 22.3% 21.6% 21.9% 21.6% 24.4% 18.7% 23.9% 21.2% 20.7% 23.4%
    DF D                  
Not applicable 222 216 216 219 204 210 62 54 46 61 112 109
  22.2% 22.1% 22.2% 22.4% 21.8% 22.3% 23.2% 21.3% 18.5% 25.9% 22.5% 21.9%
                    I    
(sig=.10) (all_pairs) columns tested BCDEF, GHIJ
Tables prepared by Computers for Marketing Corp.
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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

 
 
UNWEIGHTED TOTAL 1000 975 974 976 944 953 259 248 251 242 680 320
WEIGHTED TOTAL 1000 977 970 977 935 942 266 253 247 235 500 500
  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 225 216 221 219 209 212 60 48 66 51 115 109
  22.5% 22.1% 22.8% 22.4% 22.3% 22.5% 22.4% 19.1% 26.8% 21.6% 23.1% 21.9%
      B           H      
Afternoon snack 243 241 237 240 221 231 66 76 48 52 104 139
  24.3% 24.7% 24.5% 24.5% 23.7% 24.5% 24.9% 30.3% 19.6% 21.9% 20.7% 27.8%
    E E E   E   IJ        
Dessert after dinner 269 262 259 262 251 251 71 55 74 69 144 125
  26.9% 26.8% 26.7% 26.9% 26.8% 26.7% 26.8% 21.6% 30.0% 29.5% 28.8% 25.0%
                  H H    
Late night snack or treat 234 229 228 226 221 219 66 66 52 51 111 123
  23.4% 23.4% 23.5% 23.2% 23.7% 23.2% 24.9% 26.0% 21.0% 21.5% 22.2% 24.7%
Meal replacement 231 224 226 228 217 218 51 59 63 59 128 103
  23.1% 23.0% 23.3% 23.4% 23.2% 23.1% 19.1% 23.2% 25.6% 25.0% 25.6% 20.6%
                  G      
Not applicable 245 239 232 241 228 231 58 57 58 72 125 120
  24.5% 24.5% 23.9% 24.7% 24.4% 24.5% 22.0% 22.7% 23.4% 30.6% 25.0% 24.1%
        C           GHI    
(sig=.10) (all_pairs) columns tested BCDEF, GHIJ
Tables prepared by Computers for Marketing Corp.
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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

 
 
UNWEIGHTED TOTAL 1000 975 974 976 944 953 259 248 251 242 680 320
WEIGHTED TOTAL 1000 977 970 977 935 942 266 253 247 235 500 500
  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 231 223 225 226 215 212 66 58 56 51 106 125
  23.1% 22.9% 23.2% 23.2% 23.0% 22.5% 24.7% 22.8% 22.8% 21.9% 21.2% 25.0%
      F F                
Afternoon snack 251 246 241 241 236 240 65 61 64 61 129 122
  25.1% 25.2% 24.9% 24.6% 25.2% 25.4% 24.3% 24.3% 26.1% 26.0% 25.9% 24.4%
            D            
Dessert after dinner 252 244 244 251 235 234 69 78 51 54 118 134
  25.2% 24.9% 25.1% 25.7% 25.1% 24.8% 26.0% 30.7% 20.9% 22.8% 23.5% 26.9%
        BF       IJ        
Late night snack or treat 208 202 202 199 193 192 51 49 56 52 103 105
  20.8% 20.7% 20.8% 20.4% 20.7% 20.4% 19.1% 19.3% 22.9% 21.9% 20.6% 20.9%
Meal replacement 224 221 218 222 207 206 65 49 58 51 110 114
  22.4% 22.6% 22.4% 22.7% 22.1% 21.9% 24.6% 19.4% 23.4% 21.9% 21.9% 22.8%
    F   F                
Not applicable 238 234 233 233 225 225 64 57 55 61 118 120
  23.8% 24.0% 24.0% 23.9% 24.1% 23.9% 24.2% 22.7% 22.4% 25.9% 23.5% 24.1%
(sig=.10) (all_pairs) columns tested BCDEF, GHIJ
Tables prepared by Computers for Marketing Corp.
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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

 
 
UNWEIGHTED TOTAL 1000 975 974 976 944 953 259 248 251 242 680 320
WEIGHTED TOTAL 1000 977 970 977 935 942 266 253 247 235 500 500
  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 218 216 208 215 208 201 71 51 47 49 120 98
  21.8% 22.1% 21.5% 22.0% 22.2% 21.4% 26.7% 20.2% 19.2% 20.8% 24.0% 19.7%
    F     CF   I          
Afternoon snack 249 240 241 242 230 231 50 74 59 65 127 122
  24.9% 24.6% 24.9% 24.8% 24.6% 24.6% 19.0% 29.4% 23.9% 27.8% 25.4% 24.4%
                G   G    
Dessert after dinner 218 213 208 215 207 206 73 48 45 51 101 117
  21.8% 21.8% 21.4% 22.0% 22.2% 21.8% 27.6% 19.0% 18.4% 21.9% 20.1% 23.4%
          C   HI          
Late night snack or treat 234 230 233 227 223 216 66 51 61 56 103 131
  23.4% 23.6% 24.0% 23.3% 23.8% 23.0% 25.0% 20.1% 24.7% 23.9% 20.6% 26.3%
      F   F              
Meal replacement 220 214 214 216 204 214 62 59 45 54 110 111
  22.0% 21.9% 22.1% 22.1% 21.9% 22.7% 23.2% 23.5% 18.4% 23.0% 21.9% 22.2%
            BE            
Not applicable 230 225 226 224 215 213 58 59 54 59 115 116
  23.0% 23.0% 23.3% 23.0% 23.0% 22.6% 21.9% 23.5% 21.9% 25.0% 22.9% 23.1%
(sig=.10) (all_pairs) columns tested BCDEF, GHIJ
Tables prepared by Computers for Marketing Corp.
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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

 
 
UNWEIGHTED TOTAL 1000 975 974 976 944 953 259 248 251 242 680 320
WEIGHTED TOTAL 1000 977 970 977 935 942 266 253 247 235 500 500
  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 232 226 226 224 215 215 47 68 58 59 133 98
  23.2% 23.1% 23.3% 22.9% 23.0% 22.8% 17.6% 27.0% 23.4% 25.0% 26.6% 19.7%
                G   G    
Afternoon snack 244 239 232 235 231 233 58 64 73 49 127 117
  24.4% 24.5% 23.9% 24.1% 24.7% 24.7% 21.8% 25.4% 29.7% 20.8% 25.4% 23.4%
          C C     GJ      
Dessert after dinner 233 228 225 227 214 216 57 46 79 50 112 120
  23.3% 23.4% 23.2% 23.3% 22.9% 22.9% 21.5% 18.3% 32.2% 21.2% 22.5% 24.1%
                  GHJ      
Late night snack or treat 274 265 267 269 257 259 79 70 66 58 136 138
  27.4% 27.1% 27.6% 27.5% 27.5% 27.5% 29.7% 27.9% 26.9% 24.5% 27.2% 27.5%
Meal replacement 231 225 226 224 214 221 73 58 52 48 112 119
  23.1% 23.0% 23.3% 23.0% 22.9% 23.4% 27.4% 22.8% 21.2% 20.6% 22.5% 23.8%
              J          
Not applicable 220 218 209 220 206 208 56 57 46 61 110 111
  22.0% 22.3% 21.5% 22.5% 22.0% 22.0% 20.9% 22.7% 18.7% 26.2% 21.9% 22.2%
    C   C           I    
(sig=.10) (all_pairs) columns tested BCDEF, GHIJ
Tables prepared by Computers for Marketing Corp.
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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

 
 
UNWEIGHTED TOTAL 1000 975 974 976 944 953 259 248 251 242 680 320
WEIGHTED TOTAL 1000 977 970 977 935 942 266 253 247 235 500 500
  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 231 225 223 226 216 216 78 46 63 45 117 114
  23.1% 23.0% 22.9% 23.2% 23.1% 23.0% 29.2% 18.2% 25.5% 19.0% 23.4% 22.8%
              HJ   H      
Afternoon snack 236 233 227 230 217 219 61 58 63 54 116 120
  23.6% 23.8% 23.4% 23.5% 23.2% 23.3% 23.0% 23.1% 25.6% 22.9% 23.2% 24.1%
Dessert after dinner 235 230 223 231 220 218 60 58 59 57 113 122
  23.5% 23.5% 23.0% 23.6% 23.5% 23.2% 22.6% 23.1% 24.1% 24.4% 22.6% 24.4%
Late night snack or treat 235 231 227 230 219 222 51 66 62 56 122 113
  23.5% 23.6% 23.4% 23.6% 23.5% 23.6% 19.0% 26.0% 25.2% 24.0% 24.4% 22.5%
                G        
Meal replacement 239 230 225 235 228 223 52 64 65 58 120 119
  23.9% 23.5% 23.2% 24.0% 24.4% 23.7% 19.6% 25.2% 26.2% 24.8% 24.0% 23.8%
        C BC              
Not applicable 232 228 227 227 214 227 66 58 53 55 123 109
  23.2% 23.3% 23.4% 23.2% 22.9% 24.1% 24.8% 22.9% 21.6% 23.5% 24.6% 21.9%
            BDE            
(sig=.10) (all_pairs) columns tested BCDEF, GHIJ
Tables prepared by Computers for Marketing Corp.
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TABLE 010