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 Q6TT. Light Ice Cream Ranked Top 2 Box Summary
Base: Total Respondents
TABLE 014 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 015 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 016 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 017 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 018 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 019 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 020 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 021 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 022 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 023 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 024 Q7a. Which one of the following statements about light ice cream do you agree with the most?
TABLE 025 Q7b. Which one of the following statements about light ice cream do you agree with the least?
TABLE 026 Q8a. How many of each of the following types of people currently live in your home? Adult males 18+
TABLE 027 Q8b. How many of each of the following types of people currently live in your home? Adult females 18+
TABLE 028 Q8c. How many of each of the following types of people currently live in your home? Teens 13-17
TABLE 029 Q8d. How many of each of the following types of people currently live in your home? Kids 6-12
TABLE 030 Q8e. How many of each of the following types of people currently live in your home? Kids 0-5
TABLE 031 Q9. Which of the following categories best describes your ethnic background?
TABLE 032 Q10. What is your current employment status?
TABLE 033 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)

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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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)

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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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

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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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

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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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

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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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

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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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

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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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

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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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

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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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 GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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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 GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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 calories 187 182 179 183 178 181 41 43 51 52 131 56
  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.
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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 GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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TABLE 013

 
Q6TT. Light Ice Cream Ranked Top 2 Box Summary
Base: Total Respondents

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
                       
Light ice cream does not have a creamy texture                        
Top 2 Box (1-2) 521 507 509 510 498 498 131 130 134 126 362 159
  52.1% 52.0% 52.3% 52.3% 52.8% 52.3% 50.6% 52.4% 53.4% 52.1% 53.2% 49.7%
MEAN 2.55 2.55 2.55 2.55 2.57 2.55 2.55 2.57 2.55 2.54 2.57 2.51
Light ice cream isn't as high quality as regular ice cream                        
Top 2 Box (1-2) 517 504 499 505 491 491 127 128 136 126 359 158
  51.7% 51.7% 51.2% 51.7% 52.0% 51.5% 49.0% 51.6% 54.2% 52.1% 52.8% 49.4%
MEAN 2.55 2.55 2.54 2.56 2.56 2.54 2.49 2.54 2.65 2.53 2.56 2.53
          CF              
Light ice cream is not a special treat                        
Top 2 Box (1-2) 516 505 501 501 486 486 135 135 124 122 335 181
  51.6% 51.8% 51.4% 51.3% 51.5% 51.0% 52.1% 54.4% 49.4% 50.4% 49.3% 56.6%
MEAN 2.51 2.51 2.51 2.50 2.50 2.50 2.52 2.53 2.48 2.52 2.46 2.63
Light ice cream is as satisfying as regular ice cream                        
Top 2 Box (1-2) 508 493 490 497 474 486 140 123 126 119 342 166
  50.8% 50.6% 50.3% 50.9% 50.2% 51.0% 54.1% 49.6% 50.2% 49.2% 50.3% 51.9%
MEAN 2.52 2.51 2.51 2.52 2.50 2.52 2.59 2.51 2.46 2.50 2.50 2.56
        E   E            
Light ice cream tastes as good as regular ice cream                        
Top 2 Box (1-2) 497 486 484 485 463 472 134 117 125 121 346 151
  49.7% 49.8% 49.7% 49.7% 49.0% 49.5% 51.7% 47.2% 49.8% 50.0% 50.9% 47.2%
MEAN 2.49 2.49 2.49 2.49 2.48 2.48 2.54 2.44 2.50 2.48 2.52 2.43
I eat light ice cream so I can eat more of it                        
Top 2 Box (1-2) 489 477 475 479 459 461 123 118 125 123 339 150
  48.9% 48.9% 48.8% 49.1% 48.6% 48.4% 47.5% 47.6% 49.8% 50.8% 49.9% 46.9%
MEAN 2.46 2.46 2.46 2.47 2.46 2.45 2.43 2.48 2.43 2.52 2.49 2.40
When I eat light ice cream I feel less guilty                        
Top 2 Box (1-2) 486 474 475 473 466 470 142 115 126 103 329 157
  48.6% 48.6% 48.8% 48.5% 49.4% 49.3% 54.8% 46.4% 50.2% 42.6% 48.4% 49.1%
          D D HJ   J      
MEAN 2.49 2.49 2.49 2.48 2.50 2.50 2.64 2.40 2.50 2.40 2.50 2.47
              HJ          
Light ice cream is made with artificial ingredients                        
Top 2 Box (1-2) 474 461 462 463 450 453 120 123 125 106 327 147
  47.4% 47.3% 47.4% 47.4% 47.7% 47.5% 46.3% 49.6% 49.8% 43.8% 48.1% 45.9%
MEAN 2.45 2.45 2.45 2.45 2.45 2.45 2.47 2.46 2.51 2.36 2.47 2.40
Light ice cream is an indulgent treat                        
Top 2 Box (1-2) 474 462 463 461 453 448 123 117 114 120 316 158
  47.4% 47.4% 47.5% 47.2% 48.0% 47.0% 47.5% 47.2% 45.4% 49.6% 46.5% 49.4%
          F              
MEAN 2.45 2.45 2.45 2.44 2.45 2.44 2.43 2.46 2.39 2.50 2.42 2.49
Light ice cream just doesn't taste good                        
Top 2 Box (1-2) 472 464 455 462 444 447 120 106 123 123 320 152
  47.2% 47.6% 46.7% 47.3% 47.0% 46.9% 46.3% 42.7% 49.0% 50.8% 47.1% 47.5%
    C               H    
MEAN 2.46 2.46 2.45 2.46 2.45 2.45 2.45 2.33 2.47 2.56 2.45 2.47
                    H    
(sig=.10) (all_pairs) columns tested BCDEF, GHIJ
Tables prepared by Computers for Marketing Corp.
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TABLE 014

 
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 GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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
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TABLE 015

 
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 GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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TABLE 016

 
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 GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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TABLE 017

 
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 GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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TABLE 018

 
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 GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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 20
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TABLE 019

 
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 GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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TABLE 020

 
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 GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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TABLE 021

 
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 GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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TABLE 022

 
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 GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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TABLE 023

 
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 GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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TABLE 024

 
Q7a. Which one of the following statements about light ice cream do you agree with the most?

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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 ingredients 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%
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.
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TABLE 025

 
Q7b. Which one of the following statements about light ice cream do you agree with the least?

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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 ingredients 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%
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.
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TABLE 026

 
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 GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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TABLE 027

 
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 GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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TABLE 028

 
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 GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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 30
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TABLE 029

 
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 GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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 31
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TABLE 030

 
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 GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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 32
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TABLE 031

 
Q9. Which of the following categories best describes your ethnic background?

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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 33
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TABLE 032

 
Q10. What is your current employment status?

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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 not employed outside the home 176 170 171 174 166 168 45 47 43 41 109 67
  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 less per week) 183 177 179 181 174 172 49 43 51 40 128 55
  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 34
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TABLE 033

 
Q11. Which of the following categories best describes your total annual household income before taxes?

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
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.
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