QUESTIONNAIRE

This survey questionnaire is a part of an independent study of Master in Business

Administration (MBA) University of Wales Institute, Cardiff. The objective of this
questionnaire is to study the critical factors that influence customer choices in buying
a car.

Direction: Please mark [X] or fill out all the necessary information about yourself.

Section 1: Personal information

1. Gender

Male
x Female

2. Age

18-25 years old

x 26-35 years old
36-45 years old
46-55 years old
More than 55 years old

3. Marital status

x Single
Married with no child
Married with child
Divorce

4. Occupation

Business owner
Office worker
x Student
Specialist
Retired
Others (……………………………………………………)
5. Personal income

Less than 20,000 baht

20,001-30,000 baht
30,001-40,000 baht
40,001-50,000 baht
x More than 50,000 baht

6. Household income

Less than 20,000 baht

20,001-30,000 baht
30,001-40,000 baht
40,001-50,000 baht
x More than 50,000 baht

7. What is your current automotive brand? (Only one answer)

GM
Toyota
Honda
Nissan
Mazda
Mitsubishi
Hyundai
Subaru
Chevrolet
Ford
Mercedes Benz
BMW
x Volvo

8. In future, will you plan to buy Toyota car?

x Yes (Continue)
No (Finish this interview)

Section 2: Consumers’ attitude and perception

Please rate your agreement level toward product factor, price factor, place factor,
promotion and advertising factor, and branding factor. The agreement level is 1-5
that are 1=strongly disagree, 2=disagree, 3=neutral, 4=agree, and 5=strongly agree.

1 2 3 4 5
Product
9. Toyota provides the high quality materials to produce car x
10. Toyota has the high performance engine and power x
11. Toyota has various types of car and models x
12. Toyota provide consumers to customize car such as x
options, color, body parts, and etc.
13. Toyota car is the most durable car comparing to other x
brands
Price
14. I think Toyota car is value for money to buy. x
15. Toyota offer reasonable price. x
16. Toyota has low new car price. x
17. Toyota car has high secondhand price in the market. x
Place
18. Toyota has high coverage of showrooms, dealers, and x
service centers.
19. I convenient to test car and receive information in Thailand. x
20. Toyota has the best service centers in Thailand. x
21. Toyota has high service quality in the showrooms, dealers, x
and service centers.
22. Toyota has standardized service in every showrooms, x
dealers, and service centers.
23. Toyota has attractive showrooms and service centers. x
Promotion and advertising
24. Toyota has attractive sales promotion than other brands. x
25. Toyota has more monetary sales promotions such as x
discounts and coupons.
26. Toyota has more non monetary sales promotions such as x
sweepstakes, free gifts and loyalty programmes.
27. I aware Toyota brand and car information from advertising. x
28. Toyota has attractive advertising in Thailand. x
29. I think Toyota has the local advertising in Thailand. x
30. I think Toyota has the global advertising in Thailand. x
31. I think local advertising can influence me to buy Toyota x
32. I think global advertising can influence me to buy Toyota x
Branding
33. From my opinion, Toyota is the global automotive brand. x
34. I think Toyota is the successful automotive brand in x
Thailand because Toyota is the global brand.
35. Toyota has the positive brand image in Thailand. x

Section 3: Consumer buying decision process

36. Please rate important level toward factors that you consider when you will decide
to buy some automobile’s brand. The agreement level is 1-5 that are 1=not
important, 2=less important, 3=neutral, 4=important, and 5=most important.

1 2 3 4 5
Fuel consumption x
Torque and Horse power x
Quality x
Comfortable x
Size x
Lifestyle x
Interior design x
Exterior design x
Brand x
Brand image x
Promotion x
Service center x
New car price x
Second hand price x
Spare part price x
Car accessories x

37. Please rate your purchase intention level toward Toyota car. The agreement
level is 1-5 that are 1=no intention, 2=somewhat intention, 3=intention, 4=high
intention, and 5=highest intention.

1 2 3 4 5
I intend to buy Toyota car in the future. x

Section 4: Consumer Behaviours

38. What type of automotive will you buy in the future? (Only one answer)

Minivan
SUV
Pickup trucks
x Eco car
Hatchback car

39. What price of automotive will you buy in the future? (Only one answer)

300,000-600,000 baht
600,001-900,000 baht
x 900,001-1,500,000 baht
1,500,001-2,000,000 baht
2,000,001-2,500,000 baht
More than 2,500,000 baht

40. Which channel do you receive information about automobiles? (More than one
answer)

Website
Search Engine
E-mail
Social networks (Facebook, Twitters, or etc)
x Television
Radio
Billboard
x Print ads
Word of mouth (Friend or family)
x Showroom
x Others (…newspapers…………………………………………)

Thank you for your cooperation