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Thursday, 17 November 2011

Questionnaire on The Relationship of Brand Equity and Brand Extension: Low Involvement products vs High Involvement Products

Questionnaire


 


 


 


Part 1


Please mark (ü) in front of selected answer


 


1.  Gender           1. (   )  Male                                      2. (   )  Female


2.  Age                1. (   )  18 – 21 yr.                             2. (   )  22 – 25 yr.


                            3. (   )  26 – 29 yr.                             4. (   )  30 – 33 yr.


                            5. (   )  34 – 37 yr.                             6. (   )  38 – 41 yr.


                            7. (   )  42 – 45 yr.


3.  Highest level of education


                            1. (   )  below high school                 2. (   )  secondary school


                            3. (   )  High school                           4. (   )  Diploma or equivalent


                            5. (   )  Bachelor                                6. (   )  Higher than a Bachelor


4.  Monthly personal salary


                            1. (   )  lower than 10,000 Baht        2. (   )  10,000 – 15,000 Baht


                            3. (   )  15,001 – 20,000 Baht           4. (   )  20,001 – 25,000 Baht


                            5. (   )  25,001 – 30,000 Baht           6. (   )  higher than 30,000 Baht


5.  Career


                            1. (   )  government official               2. (   )  state enterprises


                            3. (   )  self-own business                  4. (   )  private sectors


                            5. (   )  employee                               6. (   )  Student


                            7. (   )  others……………………


6.  Marital Status


                            1. (   )  Single                                    2. (   )  Married


                            3. (   )  Divorce/Widowed                4. (   )  Others……………………………..


 


Part 2  Attitude towards yogurt product category


 


1.  What brands of yogurt are you aware of?


1…………………………………2……………………………………..3……………………………………..


2.  Do you know yogurt by this brand?



 


 


 


 



 

                            1. (   )  Yes, It’s ………………….         2. (   )  No


 


 


 


 


 



 

Please circle (¡) the number that fits your opinion most


 


3. How will you rate these characteristics when Yakult yogurt is mentioned?


                                  Strongly Agree                                         Strongly Disagree


     Good taste                               5                4                3                2                1


     Attractive Packaging               5                4                3                2                1


     Brand Confidence                   5                4                3                2                1


     Price Worthiness                      5                4                3                2                1


     Modern                                    5                4                3                2                1


 


4. How, in your opinion, are these characteristics of Yakult Yogurt?


                                     Excellent                                               Worst


     Good taste                               5                4                3                2                1


     Attractive Packaging               5                4                3                2                1


     Brand Confidence                   5                4                3                2                1


     Price Worthiness                      5                4                3                2                1


     Modern                                    5                4                3                2                1


 


5.  When compared to other brands, how will you rate these characteristics of Yakult Yogurt?


                                  โดดเด่นมาก                                    เหมือนกับยี่ห้ออื่น


     Good tastes                             5                4                3                2                1


     Attractive Packaging               5                4                3                2                1


     Brand Confidence                   5                4                3                2                1


     Price Worthiness                      5                4                3                2                1


     Modern                                    5                4                3                2                1


 


6.  Do you know yogurt by this brand?



 


 


 


 



 

                            1. (   )  Yes, It’s ………………….         2. (   )  No


 


 


 


 


 



 

7. How will you rate these characteristics when Dutch Mill yogurt is mentioned?


                                  Strongly Agree                                         Strongly Disagree


     Good taste                               5                4                3                2                1


     Attractive Packaging               5                4                3                2                1


     Brand Confidence                   5                4                3                2                1


     Price Worthiness                      5                4                3                2                1


     Modern                                    5                4                3                2                1


 


8. How, in your opinion, are these characteristics of Dutch Mill Yogurt?


                                     Excellent                                               Worst


     Good taste                               5                4                3                2                1


     Attractive Packaging               5                4                3                2                1


     Brand Confidence                   5                4                3                2                1


     Price Worthiness                      5                4                3                2                1


     Modern                                    5                4                3                2                1


 


9. When compared to other brands, how will you rate these characteristics of Yakult Yogurt?


                                  โดดเด่นมาก                                    เหมือนกับยี่ห้ออื่น


     Good tastes                             5                4                3                2                1


     Attractive Packaging               5                4                3                2                1


     Brand Confidence                   5                4                3                2                1


     Price Worthiness                      5                4                3                2                1


     Modern                                    5                4                3                2                1


 


 


Part 3  Attitude towards brand extension


 


Yakult yogurt and pasteurized milk


 


10. When Yakult is mention, what can you associate to the brand?


1…………………………………2……………………………………..3……………………………………..


11. When Yakult yogurt is mentioned, what do you think of?


1…………………………………2……………………………………..3……………………………………..


12. How will you rate the overall quality of Yakult Yogurt?


             Excellent                                                                  Worst


                       5                      4                      3                      2                      1


13. What is the overall quality of Yakult yogurt?


             Excellent                                                                  Worst


                       5                      4                      3                      2                      1


14. If in the future there were new product lines under Yakult brand, would you purchase those extended products?


          Definitely yes                                                          Definitely not


                       5                      4                      3                      2                      1


15. Do you think that Yakult yogurt producers are able to product Yakult pasteurized milk?


           Strongly Agree                                                                    Strongly Disagree


                       5                      4                      3                      2                      1


16. How much, in your opinion, do you think Yakult’s ability to product yogurt helps in pasteurized milk production?


                    A lot                                                                                        None


                       5                      4                      3                      2                      1


17. In your opinion, do you think Yakult Company is suitable for producing Yakult pasteurized milk?


               Best Suited                                                                            Worst suited


                       5                      4                      3                      2                      1


18. What is your perception of the association between Yakult yogurt and pasteurized milk?


           Best Associated                                                                     Worst associated


                       5                      4                      3                      2                      1


 


Dutch Mill yogurt and pasteurized milk


 


19. When Dutch Mill is mention, what can you associate to the brand?


1…………………………………2……………………………………..3……………………………………..


20. When Dutch Mill yogurt is mentioned, what do you think of?


1…………………………………2……………………………………..3……………………………………..


21. How will you rate the overall quality of Dutch Mill Yogurt?


             Excellent                                                                  Worst


                       5                      4                      3                      2                      1


22. What is the overall quality of Dutch Mill yogurt?


             Excellent                                                                  Worst


                       5                      4                      3                      2                      1


23. If in the future there were new product lines under Dutch Mill brand, would you purchase those extended products?


          Definitely yes                                                          Definitely not


                       5                      4                      3                      2                      1


24. Do you think that Yakult yogurt producers are able to product Dutch Mill pasteurized milk?


           Strongly Agree                                                                    Strongly Disagree


                       5                      4                      3                      2                      1


25. How much, in your opinion, do you think Dutch Mill’s ability to product yogurt helps in pasteurized milk production?


                    A lot                                                                                        None


                       5                      4                      3                      2                      1


26. In your opinion, do you think Dutch Mill Company is suitable for producing Yakult pasteurized milk?


               Best Suited                                                                            Worst suited


                       5                      4                      3                      2                      1



 

27. What is your perception of the association between Dutch Mill yogurt and pasteurized milk?


           Best Associated                                                                     Worst associated


                       5                      4                      3                      2                      1


 


Part 4 opinions on passenger vehicles


 


28. When passenger vehicles, what three brands can you think of?


1…………………………………2……………………………………..3……………………………………..


29. Do you know passenger vehicle by this brand?



 


 


 


 


 


 


 



 

                            1. (   )  Yes, It’s ………………….         2. (   )  No


 


30. When Toyota is mentioned, how will you rate these characteristics?


                                  Strongly Agree                                         Strongly Disagree


Confidence in The brand             5                4                3                2                1


Engines’ capacity                         5                4                3                2                1


Price worthiness                           5                4                3                2                1


Convenient Service station          5                4                3                2                1


Good Design                                5                4                3                2                1


 


31. In your opinion, how ill you rate these characteristics of Toyota passenger vehicles?


                                     Excellent                                               Worst


Confidence in The brand             5                4                3                2                1


Engines’ capacity                         5                4                3                2                1


Price worthiness                           5                4                3                2                1


Convenient Service station          5                4                3                2                1


Good Design                                5                4                3                2                1


 


32. When compared to other brands, how ill you rate these characteristics of Toyota passenger vehicles?   


                                  โดดเด่นมาก                                    เหมือนกับยี่ห้ออื่น


Confidence in The brand             5                4                3                2                1


Engines’ capacity                         5                4                3                2                1


Price worthiness                           5                4                3                2                1


Convenient Service station          5                4                3                2                1


Good Design                                5                4                3                2                1


 


 


33 Do you know passenger vehicle by this brand?



 


 


 


 


 


 


 



 

                            1. (   )  Yes, It’s ………………….         2. (   )  No


 


34. When Mazda is mentioned, how will you rate these characteristics?


                                  Strongly Agree                                         Strongly Disagree


Confidence in The brand             5                4                3                2                1


Engines’ capacity                         5                4                3                2                1


Price worthiness                           5                4                3                2                1


Convenient Service station          5                4                3                2                1


Good Design                                5                4                3                2                1


 


35. In your opinion, how ill you rate these characteristics of Mazda passenger vehicles?


                                     Excellent                                               Worst


Confidence in The brand             5                4                3                2                1


Engines’ capacity                         5                4                3                2                1


Price worthiness                           5                4                3                2                1


Convenient Service station          5                4                3                2                1


Good Design                                5                4                3                2                1


 


36. When compared to other brands, how ill you rate these characteristics of Mazda passenger vehicles?   


                                  โดดเด่นมาก                                    เหมือนกับยี่ห้ออื่น


Confidence in The brand             5                4                3                2                1


Engines’ capacity                         5                4                3                2                1


Price worthiness                           5                4                3                2                1


Convenient Service station          5                4                3                2                1


Good Design                                5                4                3                2                1


 


 


Part 5 Opinion of extended brand of passenger vehicles


 


Toyota Passenger vehicles and utility vehicles


 


37. When Toyota is mention, what can you associate to the brand?


1…………………………………2……………………………………..3……………………………………..


38. When Toyota passenger vehicle is mentioned, what do you think of?


1…………………………………2……………………………………..3……………………………………..



 

39. How will you rate the overall quality of Toyota passenger vehicle?


             Excellent                                                                  Worst


                       5                      4                      3                      2                      1


40. What is the overall quality of Toyota passenger vehicle?


             Excellent                                                                  Worst


                       5                      4                      3                      2                      1


41. If in the future there were new product lines under Toyota brand, would you purchase those extended products?


          Definitely yes                                                          Definitely not


                       5                      4                      3                      2                      1


42. Do you think that Toyota passenger vehicle producers are able to produce Toyota utility vehicles?


           Strongly Agree                                                                    Strongly Disagree


                       5                      4                      3                      2                      1


43.How much, in your opinion, do you think Toyota ability to produce passenger vehicle helps in utility vehicle production?


                    A lot                                                                                        None


                       5                      4                      3                      2                      1


44. In your opinion, do you think Toyota Company is suitable for producing Toyota utility vehicles?


               Best Suited                                                                            Worst suited


                       5                      4                      3                      2                      1


45. What is your perception of the association between Toyota passenger vehicles and utility vehicles?


           Best Associated                                                                     Worst associated


                       5                      4                      3                      2                      1


 


Mazda Passenger vehicles and utility vehicles


 


46. When Mazda is mentioned what can you associate to the brand?


1…………………………………2……………………………………..3……………………………………..


47. When Mazda Passenger vehicles are mentioned, what do you think of?


1…………………………………2……………………………………..3……………………………………..


48. How will you rate the overall quality of Mazda Passenger vehicles?


             Excellent                                                                  Worst


                       5                      4                      3                      2                      1


49. What is the overall quality of Mazda Passenger vehicles?


             Excellent                                                                  Worst


                       5                      4                      3                      2                      1


50. If in the future there were new product lines under Mazda brand, would you purchase those extended products?


          Definitely yes                                                          Definitely not


                       5                      4                      3                      2                      1


51. Do you think that Mazda passenger vehicle producers are able to produce Mazda utility vehicles?


           Strongly Agree                                                                    Strongly Disagree


                       5                      4                      3                      2                      1


52. How much, in your opinion, do you think Mazda ability to produce passenger vehicle helps in utility vehicle production?


                    A lot                                                                                        None


                       5                      4                      3                      2                      1


53. In your opinion, do you think Mazda Company is suitable for producing Mazda utility vehicles?


               Best Suited                                                                            Worst suited


                       5                      4                      3                      2                      1


54. What is your perception of the association between Mazda passenger vehicles and utility vehicles?


           Best Associated                                                                     Worst associated


                       5                      4                      3                      2                      1


 


 



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