Questionnaire used in the study:

Hello I am conducting a survey on branding and how brands affect the consumer
purchase decision making process, in order to find out you opinion about certain
aspects of branding. Please spare a few minutes to answer the following questions.

Factors that influence perceptions about brands:

The left column contains basic questions that will analyse the perceptions that you
hold as a consumer towards well known brand names. Please read each question
carefully and put a “X” mark in the appropriate column that indicates your judgement.
The distinguishing characters are shown on top of the scale.

Questions Strongly Agree Neither Agree Disagree Strongly

agree or Disagree Disagree
Brands with a high price
means good quality
compared to other brands?

Purchase of a well known

brand is a pleasant
experience for you.

I am more likely to
purchase well known
brands, if my peers or
family have purchased
such brands.

The brand that you buy

reflects your personality?

I think, buying well known

brands adds value to my
purchase.

Do you think products

offered by well known brands
are as consistent as
promised by the brand?

The brand I usually

purchase always meets
my expectations.

Branded products are

fashionable and stylish?
I purchase known brands
as a way of self-gifting
myself.

Part II:

This part contains a number of questions that will analyse various brand equity
dimensions such as brand loyalty, brand perceptions, brand image, brand awareness
and so on. Please answer the following questions appropriately to indicate your
judgement.

1. When you buy an automobile what are the main factors that you consider?

Quality [ ]
Brand [ ]
Price [ ]
Safety [ ]

2. Would you prefer an automobile that has a brand name which is?
Premium [ ]
Semi premium [ ]
Non premium brand [ ]

3. Do you prefer to purchase products and service with well known brand names
attached to it?
Always [ ] Sometimes [ ] Never [ ]

4. Buying a well known brand of automobile will avoid the problems and reduce the
risk in purchase, than buying a less familiar brand?
Yes [ ] No [ ] can’t say [ ]

5. If faced with choosing between two brands of automobile with similar features, I
would select the better known brand.
Yes [ ] No [ ] can’t say [ ]

6. Do you perceive unknown brands as low quality?

Yes [ ] No [ ] can’t say [ ]

7. You remember more international brands than local ones?

Yes [ ] No [ ] can’t say [ ]

8. Brands influence your choice of products and services?

Yes [ ] No [ ] can’t say [ ]
9. In your mind are you aware what differentiate the brand that you buy from other
competing brands?
Yes [ ] No [ ] can’t say [ ]

10. Do you always buy products of one brand or switch between competitors?
Yes [ ] No [ ] Sometimes [ ]

11. What motivates you to buy automobiles with a well known brand name attached
to it?
Name [ ] Price [ ] Value [ ] Service [ ] Variety [ ]

12. Brand name guarantees satisfaction?

Yes [ ] No [ ] May be [ ]

13. Would you recommend others to use the automobile brand that you use?
Yes [ ] No [ ] May be [ ]

14. When loyal to one brand, only under extreme circumstances would I purchase an
automobile of a different brand?
Yes [ ] No [ ] May be [ ]

15. Do you judge the performance of the automobile according to its brand name?
Yes [ ] No [ ] sometimes [ ]

16. What attracts you more when you first notice an automobile?
Looks [ ] Brands [ ] Price [ ]

17. If faced with choosing between two brands of automobile with similar features, I
would not mind paying a premium for the automobile brand with which I am more
familiar?

Yes [ ] No [ ] Can’t say [ ]

18. I can easily recall the symbol or the logo of the automobile band that I most
prefer?

Yes [ ] No [ ] Sometimes [ ]

19.
If the automobile brand you intend to purchase raised its price by the following
amount and the competitor's price were unchanged. Would you still purchase the same
brand?
Yes No
£0-£150
£150-£250
£250-£350
£350-£450
Over £450
Part III: Personal Details
Finally, I would need few of your personal details. This will enable me to make a
more informed analysis of your responses to the questionnaire.

Name:

Nationality:

Gender:
Male [ ] Female [ ]

Marital status:
Single [ ] Married [ ]

Age:

15-25 [ ]
25-35 [ ]
Above 35 [ ]

Which of the following is the most appropriate to describe you?

Student [ ]
Employee [ ]
Manager [ ]
Entrepreneur [ ]
Other [ ]

Education:

No School Education [ ]
High School [ ]
Junior College/Bachelor’s Degree [ ]
Master’s Degree [ ]
Doctorate [ ]

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