ANALYSIS OF BRAND EQUITY IN HONDA

BRAND AWARENESS MEASURES: ([ ] tick the appropriate boxes)

1. Which single company comes to mind first among car manufacturers?

________________________

2. Which other companies come to mind?

[ ] Honda [ ] Toyota
[ ] Maruthi Suzuki [ ] Ford
[ ] Tata [ ] Fiat
[ ] Benz if others please specify______________

3. Which company do you view as the leader among car manufacturers?

_____________________

4. Which of the following factors led you to select Honda?

[ ] Quality [ ] Price
[ ] Service [ ] Mileage
[ ] Style [ ] Comfort
If others please specify_______________________

5. Are you aware about the following products of Honda?

[ ] City [ ] Civic
[ ] Civic Hybrid [ ] Accord
[ ] CR-V [ ] Jazz

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6. Are you aware about the following versions of Honda car?

[ ] City 1.5 E MT [ ] City 1.5 S MT [ ] City 1.5V MT [ ] City 1.5 V AT

[ ] Civic 1.8 S MT [ ] Civic 1.8 V MT [ ] Civic 1.8 V AT
[ ] Accord 2.4 MT [ ] Accord 2.4 AT [ ] Accord 3.5 V6
[ ] CR-V 2.0 2WD MT [ ] CR-V 2.0 4WD MT [ ] CR-V 2.0 4WD A T

7. Are you aware about the following Honda’s technology products?

[ ] Honda Jet
[ ] ASIMO
[ ] FCX
[ ] None

8. Based on your understanding of Honda's products, strategy and execution, how do you
view its market position a year from now?

[ ] Improved
[ ] Same position
[ ] Declined
[ ] No Idea

9. Please mark the types of services that you know, which is offered by Honda?

[ ] Extended Warranty
[ ] 24*7 Road side Assistance
[ ] Auto Terrace
[ ] Corporate Sales
[ ] Dealer Locator
[ ] None of the above

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BRAND ATTRIBUTES AND ASSOCIATIONS MEASURES:
[1- Strongly disagree, 2- Disagree, 3- Neither agree nor disagree, 4- Agree,
5- Strongly Agree.]

10 ATTRIBUTES 5 4 3 2 1
a) This car is reliable and trouble free.

b) This car has features that I'm looking

for.
c) This car is less expensive than most of

the other car.

d) This car is attractive and stylish.

e) This car is a good value for the

money.
f) This car is of high quality.

11 ASSOCIATIONS 5 4 3 2 1
a) Security and safety
b) Trust and confidence
c) Dependable
d) Peace of mind
e) Self esteem and success

QUALITY MEASUREMENT:

12 QUALITY CHECK YES NO

a) Do you hear any strange sounds

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 during start up and while driving?
b) Does your engine look clean?

c) Does the brake work properly without

any sounds and also during sudden
stops?
d) Do the head lights work properly in
your car?
e) Does your car give good mileage?

f) Do you find any oil leaks in your car?

g) Do the integrated automatic control

systems in your car work properly?

CUSTOMER BRAND LOYALTY MEASURES:

CUSTOMER LOYALTY:

13 BRAND LOYALTY 5 4 3 2 1
TRUST IN THE BRAND
a) Honda is a name I can always trust.
b) Honda always delivers on what they
promise.
QUALITY OF BRAND RELATIONSHIP
c) Honda always treats me fairly.

d) If a problem arises, I can always count

on Honda to reach a fair and
satisfactory resolution.
PRIDE OF ASSOCIATION
e) I feel proud to be a Honda customer.
f) Honda always treats customers with

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 respect.
IDENTIFICATION WITH THE BRAND
g) Honda is the perfect company for
people like me.

14. Overall, how satisfied are you with Honda?

[ ] Fully satisfied
[ ] Satisfied
[ ] Not satisfied

15. How likely are you to continue to choose/repurchase Honda?

[ ] Most likely
[ ] Likely
[ ] Never

16. Will you to recommend Honda to a friend/associate?

[ ] Yes
[ ] No