The 155 questionnaires were handed out face-to-face to students at Kristianstad University. Moreover, out of 155 questionnaires 153 were gathered, while two were never returned. The survey will measure the cognitive attitude (Yoo and Donthu 2001) of detergent consumers. Whether the consumers purchase other brands than the detergent Ariel is not of an importance, the importance is the attitude a consumer of detergents have of the brand.