INTERVIEW PROTOCOL

The research aims to explore the social powers of high end luxury brands on consumer purchase
and lifestyle.

Interviewee: __________________________________________________________________

Date:_________________________ Time Start: _____________ Time End: ______________

Location: ____________________________________________________________________

Age Bracket:___________________ Gender: __________________

Name of High End Luxury brands they are loyal with:

Legitimate:

1. How long have been purchasing these brands?

2. When are you planning to repurchase the brand?
3. What is your opinion about them? Why do you think you need them?
4. Do you what is their image in the consumers mind? What are your thoughts on it?
5. Why do you prefer these brands over others? Can you narrate when did you start buying
these and what happened?

Reward:

6. On what occasions do you prefer to carry them?

7. Do you think these brands are boss in their product category? Why or why not?
8. Do you feel positive while Purchasing, Consuming or Thinking that you have them?
 Can you narrate a story when you felt really positive about possessing them?
9. What are the preferences of your family or friends about these brands? Do they have
similar choices as yours?

Coercion:

10. Can you recall a moment when you forgot to carry your favorite brands and felt bad
about it?
 How did you feel?
 Why you think you felt like that?
11. How your life has changed because you are the user of these high end luxury brands?
 Can you recall your life before purchasing them and after purchasing?
  Do you think not using will hurt you or your image?

Expertise:

12. What are the explicit features that make your brand the best?
 Quality, performance consistency, knowledge about consumers’ needs and
wants…
13. Why you think these qualities and features make them exclusive and a reason to be
purchase?
 Is the brand very innovative in designs?

Referent:

14. Do you think your brand represents you?

 Does it have features that make it feel close to your heart?
15. Why do you think this brand is likeable?
 Do you imagine yourself with or without it?

Auratic Power:

16. Do you think that this brand is magical?

 It has some aura, beauty that makes it different from all others
17. Can you narrate a story when a brand caused a wonderful experience?
18. Can you recall when you just looked at the brand and created a deep admiration that
caused you to buy your brand?