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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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. 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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. 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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. 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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. 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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. 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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. 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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. 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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. 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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. 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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% Very likely 266 263 257 262 251 247 266 - - - 124 142 26.6% 26.9% 26.4% 26.8% 26.9% 26.2% 100.0% 24.7% 28.4% HIJ Somewhat likely 253 249 250 245 235 246 - 253 - - 120 133 25.3% 25.5% 25.7% 25.1% 25.1% 26.1% 100.0% 24.0% 26.6% DE GIJ Somewhat unlikely 247 238 234 240 227 223 - - 247 - 129 117 24.7% 24.4% 24.1% 24.5% 24.3% 23.6% 100.0% 25.9% 23.4% F F GHJ Very unlikely 235 227 230 230 221 227 - - - 235 127 108 23.5% 23.3% 23.7% 23.5% 23.7% 24.1% 100.0% 25.4% 21.6% B 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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% Ice cream with a lighter taste 188 185 186 184 175 179 64 41 38 45 93 95 18.8% 18.9% 19.2% 18.9% 18.7% 19.0% 24.1% 16.4% 15.3% 19.0% 18.5% 19.1% HI Ice cream with lower carbs 196 195 190 192 181 180 48 58 58 33 95 102 19.6% 19.9% 19.6% 19.7% 19.4% 19.1% 18.0% 22.8% 23.4% 14.1% 19.0% 20.3% F J J Ice cream with less fat 215 209 208 210 204 202 57 50 48 60 109 106 21.5% 21.4% 21.5% 21.6% 21.8% 21.4% 21.4% 19.6% 19.6% 25.7% 21.8% 21.3% Ice cream with fewer calories 217 209 211 211 203 207 56 60 55 46 107 109 21.7% 21.4% 21.8% 21.6% 21.7% 21.9% 21.1% 23.8% 22.1% 19.7% 21.5% 21.9% Ice cream with less fat and 184 179 174 179 172 174 41 44 48 51 96 88 calories 18.4% 18.3% 17.9% 18.4% 18.4% 18.5% 15.4% 17.4% 19.6% 21.5% 19.3% 17.5% G --------------------------------- (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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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% 10% less fat 120 117 113 118 113 118 29 36 24 31 53 67 12.0% 12.0% 11.7% 12.1% 12.1% 12.5% 10.8% 14.2% 9.9% 13.3% 10.6% 13.4% C 20% less fat 114 113 111 110 109 104 30 31 35 19 62 52 11.4% 11.5% 11.4% 11.3% 11.6% 11.0% 11.2% 12.3% 14.0% 8.0% 12.5% 10.3% F J 30% less fat 127 125 125 122 115 119 31 31 33 31 55 72 12.7% 12.8% 12.9% 12.5% 12.3% 12.7% 11.7% 12.4% 13.6% 13.3% 11.0% 14.4% 40% less fat 112 107 109 111 103 104 30 36 27 18 62 50 11.2% 11.0% 11.2% 11.4% 11.1% 11.0% 11.4% 14.4% 11.0% 7.7% 12.4% 10.0% J 50% less fat 111 108 109 108 101 102 22 26 31 31 54 56 11.1% 11.0% 11.2% 11.0% 10.8% 10.8% 8.2% 10.4% 12.7% 13.2% 10.9% 11.3% G 60% less fat 105 104 101 103 99 100 40 20 25 20 52 53 10.5% 10.6% 10.4% 10.6% 10.6% 10.6% 15.1% 8.0% 10.2% 8.3% 10.4% 10.6% HJ 70% less fat 98 96 95 96 95 91 25 25 18 30 48 50 9.8% 9.8% 9.8% 9.8% 10.1% 9.7% 9.4% 10.0% 7.2% 12.6% 9.6% 10.0% I 80% less fat 94 93 91 94 84 85 30 13 24 27 51 42 9.4% 9.5% 9.3% 9.6% 9.0% 9.0% 11.2% 5.0% 9.8% 11.5% 10.3% 8.4% EF H H H 90% less fat 120 116 116 115 114 119 29 34 29 29 62 58 12.0% 11.9% 12.0% 11.8% 12.2% 12.6% 10.9% 13.3% 11.6% 12.2% 12.4% 11.6% BCD --------------------------------- (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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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% Agree Strongly 253 248 247 248 235 235 66 64 61 62 129 123 25.3% 25.3% 25.4% 25.4% 25.2% 24.9% 24.8% 25.3% 24.8% 26.4% 25.9% 24.7% Agree Somewhat 237 235 231 232 216 225 66 58 60 54 125 113 23.7% 24.0% 23.8% 23.7% 23.1% 23.8% 24.8% 22.8% 24.2% 23.1% 25.0% 22.5% E Disgree Somewhat 241 235 232 233 226 224 66 65 58 52 121 120 24.1% 24.0% 24.0% 23.9% 24.2% 23.8% 24.9% 25.6% 23.5% 22.2% 24.1% 24.1% Disagree Strongly 269 260 260 263 257 259 68 66 68 67 125 144 26.9% 26.6% 26.8% 27.0% 27.5% 27.5% 25.6% 26.3% 27.5% 28.3% 25.0% 28.8% B B --------------------------------- (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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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% Agree Strongly 248 243 241 242 223 240 68 63 58 59 128 120 24.8% 24.9% 24.9% 24.7% 23.9% 25.5% 25.7% 24.8% 23.7% 25.1% 25.6% 24.1% E E E DE Agree Somewhat 263 253 250 260 249 242 73 61 70 59 124 139 26.3% 25.9% 25.7% 26.6% 26.6% 25.7% 27.4% 24.0% 28.3% 25.2% 24.7% 27.8% CF CF Disgree Somewhat 257 252 252 253 244 240 68 69 56 63 118 139 25.7% 25.8% 26.0% 25.9% 26.2% 25.4% 25.8% 27.4% 22.7% 26.8% 23.5% 27.8% Disagree Strongly 232 229 227 223 219 220 56 60 62 54 131 102 23.2% 23.4% 23.4% 22.8% 23.4% 23.4% 21.2% 23.7% 25.3% 23.0% 26.2% 20.3% --------------------------------- (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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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% Agree Strongly 270 265 262 265 257 254 72 73 63 61 134 136 27.0% 27.1% 27.0% 27.1% 27.5% 26.9% 27.2% 28.8% 25.7% 26.1% 26.8% 27.2% Agree Somewhat 245 238 239 240 232 233 62 55 65 63 132 113 24.5% 24.4% 24.6% 24.5% 24.8% 24.7% 23.4% 21.8% 26.3% 26.7% 26.5% 22.5% Disgree Somewhat 243 236 235 236 224 226 72 58 56 57 120 123 24.3% 24.2% 24.2% 24.1% 24.0% 24.0% 27.1% 23.1% 22.8% 24.1% 24.0% 24.7% Disagree Strongly 242 238 234 237 222 230 59 66 62 54 114 128 24.2% 24.3% 24.2% 24.2% 23.8% 24.4% 22.3% 26.3% 25.2% 23.1% 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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% Agree Strongly 270 266 258 265 257 252 68 65 78 60 143 127 27.0% 27.2% 26.6% 27.1% 27.5% 26.7% 25.5% 25.7% 31.5% 25.4% 28.7% 25.3% C Agree Somewhat 241 235 233 235 224 229 63 62 54 62 121 120 24.1% 24.0% 24.0% 24.0% 24.0% 24.3% 23.7% 24.7% 21.8% 26.4% 24.1% 24.1% Disgree Somewhat 253 243 246 251 238 235 71 65 61 57 111 142 25.3% 24.9% 25.4% 25.7% 25.4% 25.0% 26.6% 25.7% 24.6% 24.2% 22.2% 28.4% B Disagree Strongly 236 234 233 226 216 226 64 61 54 57 125 111 23.6% 23.9% 24.0% 23.1% 23.1% 24.0% 24.2% 24.0% 22.1% 24.1% 25.0% 22.2% DE 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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% Agree Strongly 227 222 218 224 215 214 69 51 55 51 122 105 22.7% 22.7% 22.4% 23.0% 23.0% 22.7% 25.9% 20.3% 22.4% 21.8% 24.4% 20.9% Agree Somewhat 243 237 240 233 229 231 53 72 66 51 118 125 24.3% 24.2% 24.7% 23.9% 24.5% 24.5% 20.1% 28.6% 26.9% 21.9% 23.7% 25.0% D G G Disgree Somewhat 268 264 257 261 247 251 75 66 69 59 134 134 26.8% 27.0% 26.5% 26.8% 26.5% 26.6% 28.1% 26.2% 27.8% 25.0% 26.8% 26.9% Disagree Strongly 262 255 256 257 243 246 69 63 56 74 126 136 26.2% 26.1% 26.3% 26.3% 26.0% 26.2% 25.9% 24.9% 22.8% 31.3% 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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% Agree Strongly 254 247 250 246 234 236 68 59 64 63 120 134 25.4% 25.2% 25.8% 25.2% 25.0% 25.0% 25.7% 23.5% 25.8% 26.8% 24.0% 26.9% EF Agree Somewhat 275 272 261 270 262 256 70 84 63 58 126 148 27.5% 27.8% 26.9% 27.6% 28.0% 27.1% 26.3% 33.2% 25.6% 24.8% 25.3% 29.7% C CF IJ Disgree Somewhat 229 223 222 223 210 218 54 52 64 58 116 113 22.9% 22.8% 22.9% 22.9% 22.5% 23.1% 20.5% 20.7% 25.9% 24.7% 23.2% 22.5% Disagree Strongly 242 236 237 238 229 233 73 57 56 56 137 105 24.2% 24.1% 24.4% 24.3% 24.5% 24.7% 27.5% 22.7% 22.7% 23.7% 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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% Agree Strongly 232 227 227 228 216 214 61 58 57 56 123 109 23.2% 23.2% 23.4% 23.3% 23.1% 22.8% 23.1% 22.8% 23.3% 23.8% 24.6% 21.9% Agree Somewhat 251 247 241 246 235 235 62 60 66 64 126 125 25.1% 25.3% 24.8% 25.2% 25.1% 25.0% 23.4% 23.6% 26.8% 27.0% 25.3% 25.0% Disgree Somewhat 248 243 238 243 232 237 65 78 45 59 125 123 24.8% 24.9% 24.5% 24.9% 24.8% 25.1% 24.6% 31.0% 18.3% 25.3% 25.0% 24.7% I I Disagree Strongly 268 260 265 260 252 256 77 57 78 56 126 142 26.8% 26.6% 27.3% 26.6% 27.0% 27.1% 28.9% 22.5% 31.7% 23.9% 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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% Agree Strongly 249 239 242 240 237 234 65 63 53 69 121 128 24.9% 24.4% 24.9% 24.6% 25.4% 24.8% 24.3% 25.0% 21.4% 29.4% 24.3% 25.6% BD I Agree Somewhat 230 228 224 225 218 214 65 59 58 49 111 119 23.0% 23.4% 23.1% 23.1% 23.4% 22.7% 24.4% 23.2% 23.4% 20.8% 22.2% 23.8% Disgree Somewhat 251 249 242 247 225 234 60 69 68 54 126 125 25.1% 25.4% 24.9% 25.3% 24.0% 24.8% 22.4% 27.3% 27.5% 23.1% 25.1% 25.0% E E E E Disagree Strongly 270 262 263 264 255 261 77 62 69 63 142 128 27.0% 26.8% 27.1% 27.0% 27.3% 27.7% 28.9% 24.6% 27.8% 26.7% 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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% Agree Strongly 241 234 236 234 224 233 78 53 63 47 129 113 24.1% 24.0% 24.3% 24.0% 24.0% 24.7% 29.4% 21.0% 25.4% 20.1% 25.7% 22.5% B HJ Agree Somewhat 246 242 240 240 239 234 67 69 59 51 113 133 24.6% 24.7% 24.7% 24.6% 25.6% 24.9% 25.1% 27.5% 23.9% 21.6% 22.6% 26.6% BCD Disgree Somewhat 266 262 253 260 245 243 65 62 60 79 136 130 26.6% 26.8% 26.1% 26.6% 26.2% 25.8% 24.6% 24.5% 24.3% 33.5% 27.2% 25.9% F F GHI Disagree Strongly 247 240 241 243 226 232 56 68 65 58 122 125 24.7% 24.5% 24.8% 24.8% 24.2% 24.7% 20.9% 27.0% 26.4% 24.8% 24.4% 25.0% --------------------------------- (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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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% Agree Strongly 246 241 237 240 224 230 61 50 64 70 121 125 24.6% 24.7% 24.4% 24.5% 24.0% 24.4% 23.1% 19.9% 25.8% 29.9% 24.1% 25.0% H Agree Somewhat 227 224 217 224 217 214 61 60 56 51 115 113 22.7% 22.9% 22.3% 23.0% 23.2% 22.7% 22.8% 23.7% 22.7% 21.6% 22.9% 22.5% C Disgree Somewhat 267 261 260 260 254 256 80 77 56 54 134 133 26.7% 26.7% 26.8% 26.7% 27.2% 27.1% 30.1% 30.4% 22.6% 23.0% 26.8% 26.6% IJ IJ Disagree Strongly 261 251 256 252 240 243 64 66 71 60 131 130 26.1% 25.7% 26.4% 25.8% 25.7% 25.8% 24.0% 25.9% 29.0% 25.5% 26.2% 25.9% BE --------------------------------- (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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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% Tastes as good 2 2 2 2 2 2 2 - - - 1 2 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.9% 0.1% 0.3% Is as satisfying 5 5 5 5 3 5 1 3 - - 3 2 0.5% 0.5% 0.5% 0.5% 0.3% 0.5% 0.6% 1.2% 0.6% 0.3% Does not have a creamy texture 2 2 2 2 2 2 - - - 2 1 2 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 1.0% 0.1% 0.3% Isn't as high quality 4 4 4 4 4 4 1 1 1 1 4 - 0.4% 0.5% 0.5% 0.5% 0.5% 0.5% 0.3% 0.6% 0.6% 0.3% 0.9% Is made with artificial 22 22 22 21 22 22 7 6 5 4 12 9 ingredients 2.2% 2.2% 2.3% 2.2% 2.3% 2.3% 2.6% 2.4% 1.8% 1.9% 2.5% 1.9% Is not a special treat 33 30 33 31 30 30 10 9 6 7 17 16 3.3% 3.1% 3.4% 3.2% 3.2% 3.2% 3.8% 3.6% 2.5% 3.1% 3.4% 3.1% I can eat more of it 45 44 41 43 42 42 14 13 11 8 21 23 4.5% 4.5% 4.2% 4.4% 4.5% 4.5% 5.1% 5.1% 4.3% 3.2% 4.3% 4.7% Is an indulgent treat 132 129 129 130 126 125 31 35 34 32 71 61 13.2% 13.2% 13.3% 13.3% 13.5% 13.2% 11.6% 13.8% 13.8% 13.8% 14.3% 12.2% I feel less guilty 260 255 247 257 246 250 76 67 60 56 133 127 26.0% 26.1% 25.5% 26.3% 26.3% 26.5% 28.6% 26.7% 24.4% 23.8% 26.6% 25.3% C C C Just doesn't taste good 495 483 485 481 457 460 124 118 130 124 236 259 49.5% 49.4% 50.0% 49.3% 48.9% 48.8% 46.6% 46.6% 52.6% 52.8% 47.2% 51.9% EF --------------------------------- (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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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% Tastes as good 495 483 485 481 457 460 124 118 130 124 236 259 49.5% 49.4% 50.0% 49.3% 48.9% 48.8% 46.6% 46.6% 52.6% 52.8% 47.2% 51.9% EF Is as satisfying 260 255 247 257 246 250 76 67 60 56 133 127 26.0% 26.1% 25.5% 26.3% 26.3% 26.5% 28.6% 26.7% 24.4% 23.8% 26.6% 25.3% C C C Does not have a creamy texture 132 129 129 130 126 125 31 35 34 32 71 61 13.2% 13.2% 13.3% 13.3% 13.5% 13.2% 11.6% 13.8% 13.8% 13.8% 14.3% 12.2% Isn't as high quality 45 44 41 43 42 42 14 13 11 8 21 23 4.5% 4.5% 4.2% 4.4% 4.5% 4.5% 5.1% 5.1% 4.3% 3.2% 4.3% 4.7% Is made with artificial 33 30 33 31 30 30 10 9 6 7 17 16 ingredients 3.3% 3.1% 3.4% 3.2% 3.2% 3.2% 3.8% 3.6% 2.5% 3.1% 3.4% 3.1% Is not a special treat 22 22 22 21 22 22 7 6 5 4 12 9 2.2% 2.2% 2.3% 2.2% 2.3% 2.3% 2.6% 2.4% 1.8% 1.9% 2.5% 1.9% I can eat more of it 4 4 4 4 4 4 1 1 1 1 4 - 0.4% 0.5% 0.5% 0.5% 0.5% 0.5% 0.3% 0.6% 0.6% 0.3% 0.9% Is an indulgent treat 2 2 2 2 2 2 - - - 2 1 2 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 1.0% 0.1% 0.3% I feel less guilty 5 5 5 5 3 5 1 3 - - 3 2 0.5% 0.5% 0.5% 0.5% 0.3% 0.5% 0.6% 1.2% 0.6% 0.3% Just doesn't taste good 2 2 2 2 2 2 2 - - - 1 2 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.9% 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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 65 62 64 62 - 61 15 18 19 14 20 45 6.5% 6.4% 6.6% 6.4% 6.4% 5.5% 7.0% 7.8% 5.8% 4.0% 9.1% E E E E 1 35 35 35 35 35 35 8 7 8 12 16 19 3.5% 3.6% 3.6% 3.6% 3.7% 3.7% 3.1% 2.7% 3.1% 5.2% 3.2% 3.8% 2 57 55 57 54 57 49 16 11 15 15 26 31 5.7% 5.7% 5.9% 5.5% 6.1% 5.2% 6.0% 4.3% 6.1% 6.5% 5.1% 6.3% F F BDF 3 48 47 48 45 48 48 7 17 13 11 31 17 4.8% 4.8% 5.0% 4.6% 5.1% 5.1% 2.6% 6.5% 5.4% 4.8% 6.2% 3.4% D D G 4 41 40 41 41 41 38 8 11 11 11 25 16 4.1% 4.1% 4.2% 4.2% 4.3% 4.1% 3.1% 4.4% 4.3% 4.5% 5.0% 3.1% 5 or more 754 738 726 740 754 711 212 190 181 172 382 372 75.4% 75.5% 74.8% 75.8% 80.7% 75.5% 79.7% 75.1% 73.2% 73.2% 76.5% 74.4% C BCDF MEAN 10.00 10.01 9.94 10.05 10.70 10.03 10.16 9.74 10.39 9.69 10.42 9.58 C BCDF STANDARD DEVIATION 6.16 6.15 6.19 6.15 5.75 6.16 5.98 6.10 6.41 6.15 6.14 6.15 STANDARD ERROR 0.21 0.21 0.21 0.21 0.20 0.21 0.40 0.42 0.43 0.42 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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 58 56 55 56 53 - 19 7 24 8 14 44 5.8% 5.7% 5.7% 5.8% 5.7% 7.0% 2.7% 9.7% 3.6% 2.8% 8.8% F F F F H HJ 1 48 48 47 45 48 48 15 11 10 13 25 23 4.8% 4.9% 4.8% 4.6% 5.2% 5.1% 5.7% 4.3% 4.0% 5.4% 5.0% 4.7% D D 2 48 46 45 47 43 48 12 15 10 11 24 23 4.8% 4.7% 4.6% 4.8% 4.6% 5.1% 4.6% 5.7% 3.9% 4.8% 4.9% 4.7% CE 3 50 48 48 50 46 50 11 20 10 8 26 23 5.0% 4.9% 4.9% 5.1% 4.9% 5.3% 4.3% 7.9% 4.2% 3.6% 5.3% 4.7% BC J 4 52 51 51 52 49 52 15 14 14 9 25 27 5.2% 5.2% 5.2% 5.3% 5.2% 5.5% 5.5% 5.7% 5.6% 3.8% 5.0% 5.3% 5 or more 745 729 725 727 696 745 194 186 179 185 385 359 74.5% 74.6% 74.7% 74.5% 74.4% 79.0% 73.0% 73.8% 72.6% 78.8% 77.1% 71.9% BCDE MEAN 9.52 9.52 9.54 9.54 9.50 10.10 9.43 9.90 9.01 9.73 10.00 9.04 BCDE STANDARD DEVIATION 5.96 5.96 5.96 5.96 5.97 5.64 6.15 6.08 5.87 5.70 5.89 6.01 STANDARD ERROR 0.20 0.20 0.20 0.20 0.21 0.20 0.41 0.41 0.40 0.39 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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 23 23 - 20 22 4 8 7 5 12 11 2.3% 2.3% 2.4% 2.2% 2.3% 1.4% 3.0% 2.8% 2.2% 2.5% 2.2% D D D D 1 53 52 53 53 50 47 17 12 14 11 21 33 5.3% 5.3% 5.5% 5.5% 5.4% 5.0% 6.3% 4.8% 5.6% 4.5% 4.1% 6.6% F F 2 57 57 52 57 56 54 22 14 8 13 24 33 5.7% 5.8% 5.4% 5.8% 6.0% 5.7% 8.3% 5.5% 3.4% 5.5% 4.9% 6.6% C C C I 3 41 40 41 41 38 41 9 10 12 10 24 17 4.1% 4.1% 4.3% 4.2% 4.0% 4.3% 3.4% 3.9% 4.9% 4.5% 4.9% 3.4% 4 48 48 47 48 45 44 7 15 17 10 25 23 4.8% 5.0% 4.8% 5.0% 4.9% 4.7% 2.5% 5.8% 6.7% 4.5% 5.0% 4.7% G G 5 or more 776 757 752 776 725 735 207 195 189 185 393 383 77.6% 77.5% 77.6% 79.5% 77.5% 78.0% 78.1% 77.0% 76.6% 78.8% 78.7% 76.6% BCEF MEAN 10.23 10.23 10.18 10.47 10.29 10.29 10.20 10.10 10.37 10.23 10.30 10.15 BCEF C C STANDARD DEVIATION 5.90 5.91 5.89 5.75 5.90 5.89 5.94 6.01 5.97 5.71 5.75 6.06 STANDARD ERROR 0.20 0.20 0.20 0.20 0.21 0.20 0.40 0.41 0.40 0.39 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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 30 28 - 30 28 28 9 3 12 5 10 20 3.0% 2.9% 3.1% 3.0% 2.9% 3.5% 1.2% 5.0% 2.3% 1.9% 4.1% C C C C H 1 45 44 45 45 45 42 10 11 16 9 25 20 4.5% 4.5% 4.7% 4.6% 4.8% 4.5% 3.7% 4.2% 6.4% 3.8% 5.0% 4.1% B 2 32 32 32 31 29 30 8 6 10 8 18 14 3.2% 3.2% 3.3% 3.2% 3.1% 3.2% 2.9% 2.3% 4.0% 3.5% 3.5% 2.8% 3 47 47 47 47 39 44 12 8 10 18 19 28 4.7% 4.8% 4.9% 4.8% 4.2% 4.7% 4.6% 3.1% 4.0% 7.5% 3.8% 5.6% E E E E H 4 43 43 43 43 40 42 9 11 10 14 26 17 4.3% 4.4% 4.4% 4.4% 4.3% 4.5% 3.4% 4.2% 4.0% 5.8% 5.1% 3.4% 5 or more 803 784 803 780 753 756 218 215 189 181 403 400 80.3% 80.2% 82.8% 79.9% 80.6% 80.2% 82.0% 85.0% 76.6% 77.1% 80.6% 80.0% BDEF D IJ MEAN 10.43 10.45 10.75 10.40 10.46 10.42 10.86 11.01 9.72 10.05 10.64 10.21 BDEF I IJ STANDARD DEVIATION 5.84 5.85 5.63 5.87 5.85 5.84 5.81 5.60 6.06 5.82 5.83 5.84 STANDARD ERROR 0.20 0.20 0.19 0.20 0.20 0.20 0.39 0.38 0.41 0.40 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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 19 21 3 4 8 8 15 8 2.3% 2.2% 2.2% 2.1% 2.2% 1.1% 1.5% 3.4% 3.2% 2.9% 1.6% B B B B 1 40 40 39 38 37 37 13 12 7 8 21 19 4.0% 4.1% 4.0% 3.9% 4.0% 3.9% 4.8% 4.8% 2.8% 3.6% 4.3% 3.8% 2 57 57 56 57 55 57 11 16 16 14 26 31 5.7% 5.8% 5.7% 5.8% 5.8% 6.0% 4.3% 6.3% 6.5% 5.7% 5.1% 6.3% 3 36 36 35 36 36 34 12 10 8 6 19 17 3.6% 3.7% 3.6% 3.7% 3.9% 3.6% 4.6% 3.9% 3.4% 2.6% 3.8% 3.4% 4 47 47 45 44 46 40 12 13 10 11 26 20 4.7% 4.8% 4.7% 4.6% 4.9% 4.2% 4.6% 5.1% 4.2% 4.8% 5.3% 4.1% F F DF 5 or more 797 797 775 779 741 753 214 198 197 188 393 405 79.7% 81.6% 79.9% 79.8% 79.3% 80.0% 80.6% 78.5% 79.8% 80.1% 78.5% 80.9% CDEF MEAN 10.19 10.43 10.28 10.25 10.15 10.26 10.52 10.13 10.06 10.03 10.18 10.21 CDEF E E E STANDARD DEVIATION 5.83 5.68 5.82 5.84 5.84 5.85 5.86 5.84 5.80 5.83 5.91 5.76 STANDARD ERROR 0.20 0.20 0.20 0.20 0.20 0.20 0.39 0.40 0.39 0.40 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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% Caucasian 158 156 149 154 154 144 40 45 39 33 80 78 15.8% 16.0% 15.4% 15.7% 16.4% 15.3% 15.2% 18.0% 16.0% 14.1% 16.0% 15.6% F CDF African American 152 150 151 151 144 147 40 43 42 28 77 75 15.2% 15.3% 15.5% 15.5% 15.4% 15.6% 15.0% 16.9% 16.9% 11.8% 15.4% 15.0% Hispanic 186 181 182 181 176 178 42 49 51 43 90 95 18.6% 18.5% 18.7% 18.6% 18.8% 18.9% 15.9% 19.6% 20.8% 18.1% 18.1% 19.1% Asian or Pacific Islander 177 171 169 171 157 165 47 34 48 48 86 91 17.7% 17.5% 17.4% 17.5% 16.8% 17.5% 17.8% 13.5% 19.3% 20.3% 17.2% 18.1% E E H Other 169 165 165 165 160 157 46 46 33 44 82 88 16.9% 16.8% 17.0% 16.9% 17.1% 16.6% 17.4% 18.0% 13.5% 18.7% 16.3% 17.5% Prefer not to say 158 155 154 153 144 151 50 35 33 40 85 73 15.8% 15.9% 15.9% 15.7% 15.4% 16.0% 18.7% 14.0% 13.5% 17.0% 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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% Not a full time student and 185 177 179 183 172 173 49 52 42 42 80 105 not employed outside the home 18.5% 18.1% 18.4% 18.8% 18.4% 18.4% 18.4% 20.6% 17.2% 17.8% 16.0% 20.9% B Employed part-time (20 hrs. or 180 176 175 178 168 167 49 45 51 35 94 86 less per week) 18.0% 18.0% 18.1% 18.2% 18.0% 17.7% 18.5% 17.8% 20.6% 15.0% 18.8% 17.2% Employed full time 167 164 161 160 157 157 42 41 49 35 86 81 16.7% 16.7% 16.6% 16.4% 16.7% 16.6% 16.0% 16.1% 19.8% 15.1% 17.2% 16.3% Retired 167 164 162 160 157 158 43 36 45 42 84 83 16.7% 16.8% 16.7% 16.4% 16.8% 16.8% 16.3% 14.4% 18.1% 18.0% 16.8% 16.6% Full time student 155 152 150 153 143 147 48 36 31 39 78 77 15.5% 15.6% 15.5% 15.7% 15.3% 15.6% 18.0% 14.2% 12.7% 16.8% 15.6% 15.3% Prefer not to answer 147 144 143 142 138 141 34 43 29 41 78 69 14.7% 14.8% 14.7% 14.6% 14.8% 14.9% 12.8% 17.1% 11.6% 17.4% 15.6% 13.8% 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 ------ ------ ------ ------ ------ ------ ------ ------ ------ ====== ------ ------ 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% Under $20,000 151 147 149 147 140 142 45 33 36 36 66 84 15.1% 15.0% 15.4% 15.0% 14.9% 15.1% 16.8% 13.0% 14.8% 15.5% 13.2% 16.9% $20,000 - $39,999 138 136 132 136 129 130 46 36 24 31 66 72 13.8% 13.9% 13.6% 13.9% 13.8% 13.8% 17.5% 14.4% 9.8% 13.1% 13.2% 14.4% I $40,000 - $59,999 148 144 147 142 133 141 39 37 37 36 78 70 14.8% 14.7% 15.1% 14.6% 14.2% 14.9% 14.5% 14.7% 15.0% 15.2% 15.6% 14.1% E E $60,000 - $79,999 154 149 152 153 146 145 32 49 42 31 87 67 15.4% 15.3% 15.7% 15.7% 15.7% 15.4% 12.2% 19.3% 17.1% 13.1% 17.4% 13.4% GJ $80,000 - $99,999 127 123 122 123 116 119 28 28 36 35 61 66 12.7% 12.6% 12.6% 12.6% 12.4% 12.6% 10.6% 11.0% 14.5% 14.9% 12.2% 13.1% $100,000 or more 146 144 136 143 140 141 38 35 35 38 79 67 14.6% 14.7% 14.0% 14.6% 15.0% 14.9% 14.3% 13.8% 14.3% 16.0% 15.7% 13.4% C C C C Prefer not to answer 137 135 132 133 131 124 37 35 36 29 63 73 13.7% 13.8% 13.6% 13.6% 14.0% 13.2% 14.1% 13.9% 14.4% 12.2% 12.6% 14.7% F F --------------------------------- (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