14010033, 49, 71, 70, 87 CBMR Project 1st Submission

SURVEY FOR SWATCH WRIST WATCHES

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14010033, 49, 71, 70, 87 CBMR Project 1st Submission

CONFIDENTIALITY OF INFORMATION:
The objective of the Study is to understand consumer preferences in regards of wrist watch brands and related products. All responses you provide for this study will remain confidential. When the results of the study are reported, you will not be identified by name or any other information that could be used to infer your identity. Only researchers will have access to view any data collected during this research. Your participation is voluntary and you may withdraw from this research any time you wish or skip any question you dont feel like answering. Your refusal to participate will not result in any penalty or loss of benefits to which you are otherwise entitled to. The research intends to abide by all commonly acknowledged ethical codes.

You agree to participate in this research project by filling the following questionnaire. If you have any questions, please ask the research team members. Thank you for your time.

I have read and acknowledge the above statement: ______________________ (signature)

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14010033, 49, 71, 70, 87 CBMR Project 1st Submission

PARTICIPANT INFORMATION:
Please fill in the following information about yourself. This will help us better understand and develop respondents profile. The use is only for academic purposes and will be kept confidential.

Last Four Digits of Your Cell Phone:___________

Gender:

Male

Female

Age:

Marital Status: Single

Married / Committed (but not married yet) /

Please specify your current occupation status: Student ( ) Self Employed ( ) Doing Job ( )

Other (Please Specify): __________________________

Number people contributing towards Household income:

Members in your family: Monthly Household Income of your family is: a. Less than Rs. 30,000 d. Rs.100,000 to Rs.150,000 b. Rs.30,000 to Rs.65,000 c. Rs. 65,000 to Rs. 100,000 f. Rs.200,000 above.

e. Rs.150,000 to Rs. 200,000

Last Institution you Studied in was:

Average fee at you last educational institution was:

Area of Your Residence (e.g. DHA, Model town etc.):

Your Average Monthly Pocket Money / Earning / Expense is:

A. 5,000 to 10,000.

B. 10,000 to 20,000.

C. 20,000 to 30,000.

D. more than 30,000.

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14010033, 49, 71, 70, 87 CBMR Project 1st Submission

INSTRUCTIONS FOR SURVEY:

a. Please answers the following questions completely and dont leave any empty fields.

b. In the Likert Scale questions (Q1, 2, 3, 5 & 10) please remember that the scale is as follows:

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

c. For questions you dont understand please ask the conductor of the survey to help.

d. Please spend as much time required on every question. e. Give your own opinion on each question. Please dont refer to others for any question during the survey. f. Return the Survey to concerned individual. In case you cant find the survey conductor please contact at: 0345 4273302 and inform us so that we can come and collect it from you. g. And remember to have fun

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14010033, 49, 71, 70, 87 CBMR Project 1st Submission

SURVEY
1. How the following descriptions fit your lifestyle or your attitude towards certain situations?
Strongly Agree Not at all true

1. I enjoy life and take things easy. 2. Professional success is important to me, and I am working to achieve it. 3. For activities I like to take lead. 4. I am often a step ahead of others. 5. I have ambitious plans and goals and wants to comply. 6. I am willing to fund a financial major project (e.g. a car) with a credit card. 7. I am looking for the adventure or something thrilling in my spare time. 8. I do not want to be like everyone else. 9. I feel a little old-fashioned in respect of all the new technology 10. Many decisions I make are more from my feelings than my mind

2. How the following descriptions fit your leisure activities or interests?

Strongly Agree Not at all true

1. I surf the internet regularly. 2. It is important for me to spend time with my family. 3. I exercise regularly. 4. I regularly attend sporting events. 5. I like to listen to traditional Pakistani music (pop, folk music) 6. I like listening to modern music (rock/ pop/ hip-hop, etc.) 7. My life, of course, includes literature, art and theater. 8. I regularly watch fashion shows/events to keep me updated about the latest trends. 9. I regularly read books. 10. An active social like is an important asset for me.
3. Do you prefer wrist-watch as: a. An accessory b. A necessity 4. Do you prefer a cell phone over your watch for referring time? a. Yes b. No

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14010033, 49, 71, 70, 87 CBMR Project 1st Submission

5. What is your main objective of buying a wrist watch? a. Just want a portable way to account the time b. As fashion accessory c. To complete my dressing d. To show my personality e. To gift someone f. Other reason 6. Now when you think of a wrist-watch Brand. How important, do you think, are the following features?

Strongly Agree High Quality Conservative Reliable International Service oriented Athletic Renowned/viewed Conscious of tradition Modern Elusive/Noble Design-oriented Innovative/visionary Representative/prestige
7. How many wrist-watches do you have personally? a. 1 b. 2 c. 3 d. 4 or more e. Dont have a wrist-watch 8. How often do you use a wrist-watch? a. Regularly b. Rarely c. On special occasions only d. Never 9. When a. b. c. d. e. shopping for a wristwatch, how many stores do you typically visit? 1 2 34 57 More than 7

Not at all true

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14010033, 49, 71, 70, 87 CBMR Project 1st Submission

10.Which brand of wrist-watch did you purchase or intend to purchase? Tag Heuer Mont Blanc Other (Please Specify)

Rolex

Timex

Rado

Swatch

Guess

Casio

Titan

Omega

11.How important are the following features while purchasing your favorite wrist-watch? Highly important Brand Image Latest Fashion Quality/Durability Design Warranty Price Water Resistance 12.How often do you switch off the wrist-watch brands? a. Very Often b. Depends on mood c. Affordability d. No, I am very Brand Loyal 13.What price range you prefer while buying a watch? Somewhat important Neutral Somewhat Unimportant Not at all important

Less than 5000 For Yourself For your best friend

5000 to 10,000

10,000 to 15,000

15,000 to 25,000

Above 25,000

14.What motivates you to make your purchase in case of wrist-watches? e. Self-Decision f. Friends/Family g. Banners/Hoardings h. Electronic Media i. Newspaper/Magazines j. Others (Please Specify) 15.Does the publicity of watches by celebrities affect your buying decision? k. Yes
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14010033, 49, 71, 70, 87 CBMR Project 1st Submission

l.

No

16.Please rate your preference for the following wrist-watch brands:

Brand Name Rolex Guess Swatch Tag Heuer Casio Timex

Very much preferred

Somewhat preferred

Neutral

Somewhat not Preferred

Not at all Preferred

17.Based on your own perception and knowledge, please rate the following brands in terms of least to most expensive: Brand Rolex Rado Tag Heuer Guess Swatch Omega Casio Titan Affordable
Less than 5000

Moderate
5000 to 15000

Expensive
15000 to 25000

Luxury
Above 25000

18.If given a chance to change your current watch brand, you would go for? Tag Heuer Mont Blanc Other (Please Specify)

Rolex

Timex

Rado

Swatch

Guess

Casio

Titan

Omega

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14010033, 49, 71, 70, 87 CBMR Project 1st Submission

19.The brand logo below belongs to which of the following wrist-watch manufacturers:

Rolex

Timex

Rado

Swatch

Tag Heuer

Guess

Casio

Titan

Omega

Mont Blanc

Dont know

20.Do you own a wrist-watch of Swatch brand? a. Yes b. No 21.Does anyone of your friends own a wrist-watch of Swatch brand? c. Yes d. No e. Not sure 22.Have you ever used a Swatch wrist-watch before? f. Yes g. No 23.Based on your own perception and knowledge, please mention how do you associate the Swatch brand with the following attributes:

Association
I associate Swatch with latest in fashion I associate Swatch being a feminine brand only I associate Swatch with excellent designs I associate Swatch with high quality I associate Swatch with expensiveness I associate Swatch with something that represents youth

Strongly Agree

Strongly Disagree

24. Most often visited retail outlet of a brand in the last 6 months: __________________.

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14010033, 49, 71, 70, 87 CBMR Project 1st Submission

Keeping in mind the outlet mentioned above please answer following:

Association
Outlet Ambience was unique The place was properly lit The products were few and selective The product range was sufficient every time visited New products were available on every visit. You tried or checked the new products The staff was friendly The staff helped with your purchase decision

Strongly Agree

Strongly Disagree

25.Name a retail outlet where you had a great shopping experience, visited during last month ______________________________________. Keeping in mind the outlet mentioned above please answer following:

Association
The shop was colorful and energetic The products were unique. Shops outlook was sophisticated / Elegant. The staff was friendly. The staff recommended items from display at that time The shop was clean and organized at that time It was a big occasion for which you were buying the item from that shop

Strongly Agree

Strongly Disagree

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14010033, 49, 71, 70, 87 CBMR Project 1st Submission

26.The following questions are related to Buying behavior of Target Consumers of Swatch:

Association
You like to go shopping alone You like to take friends rather family when going for shopping You take an opinion from a person before making final decision for buying an item The opinion of that person can even alter your buying decision The opinion of another person also matters when you are buying a gift for your family member. The opinion of another person also matters when you are buying a gift for your boyfriend / girlfriend.

Strongly Agree

Strongly Disagree

You previously asked a friend or cousin to bring a particular product from abroad even when was available in Pakistan. The reason for ordering from abroad was because you dont trust that the similar product in Pakistan was genuine. You only ordered fashion items like sunglasses, accessories, watches, clothing etc. The experience (quality & performance wise) with imported product was much better compared to same product available in local markets.

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14010033, 49, 71, 70, 87 CBMR Project 1st Submission

27.Encircle the last non cash gift on a special occasion (Birthday, Valentines, Academic achievement) from a friend or relative was. (In case of two answers please circle the one that you most cherished) a) An Accessory (sun glasses, bracelet, watch or any other jewellery item). b) Clothing item (Lawn, readymade dress etc.) c) A Vacation trip. d) Shopping Voucher. e) Electronic Gadget (cell phone, tablet, laptop etc.) f) Styling equipment (Hair dryer, hair straighter etc.)

g) Beauty product (creams, makeup items etc.)

28.Any recent Ad campaign (TV ads, Print ads or online ads) you watched concerning any one of the fashion products: Accessories, watches, cosmetics and shoes. Please name the product name & the campaign motto:

_____________________________________________________________________

Was it endorsed by a celebrity or model?

Yes:

No:

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14010033, 49, 71, 70, 87 CBMR Project 1st Submission

Please answer the following questions keeping in mind the ad campaign you identified above:

Association
The campaign was unique. You liked the campaign because you could relate to it. You like the campaign because the content was very truthful and straightforward. You saw the Ad just because someone shared it with you.

Strongly Agree

Strongly Disagree

Section A: Answer following only if your selected Ad campaign had a model or celebrity in it. (If not move to next section B starting at (ix) below)

The Model or Celeb in the Ad is representative of your generation. The model or celeb presented in the Ad is like a perfect symbol of style. You and your friends almost always have the same opinion about an Ad. The model or celeb in the Ad campaign was sexy and highly attractive.

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14010033, 49, 71, 70, 87 CBMR Project 1st Submission

You like other campaigns done by that model or celebrity as well

Section B:

The product was the main focus in the ad campaign did not need any model or celebrity in it. The Ad was more focused on features of the product You like this and similar ads because they convey new price offers or discount sales on current items.

END OF SURVEY

THANK YOU

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