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A study on the effects of brand associations of AVT Tea among homemakers
QUESTIONNAIRE Dear Madam, As a part of my project at AVT NPL, on the topic “A Study on the effects of brand associations of AVT Tea among homemakers”, I would appreciate if you could take a few moments of your time to carry out this survey.
Name: 1
For how many years have you been a regular customer of AVT Tea? 5+ years 2 years
4 years 1 year
3 years
2 Which of the following Tea products do you purchase most from AVT? AVT Rajah
AVT Premium
AVT Gold cup
AVT Manalaroo
AVT Assam
3 Which is your Preferred Brand for Tea consumption? AVT Tea
Three Roses
Kannan Devan
Tata tea
Red label
4 While comparing to other competitors, what are the benefits of AVT Tea Products? Affordable price Perceived quality
87
Availability Product attributes
Jai Bharath school of management studies
Acceptability
A study on the effects of brand associations of AVT Tea among homemakers
5 Which promotional activity of AVT Tea helps your purchase decision? Advertisements Festival Offers
Gift coupons Other promotions
Discount offers
6 Who promote your purchase intentions for AVT Tea over other Brands? Self Family
Friends Media
Retailers
7 What is your quantity of purchase level per month and how do
you rate the Perceived Quality of AVT Tea? (Please put tick on corresponding box) Very High (5)
Options
High (4)
Medium (3)
Very low (2)
Low (1)
Perceived Quality Quantity of purchase/month
8 Are you willing to/continue the purchase of AVT Tea products? Definitely will Might or might not
probably never
probably not
9 Which factor makes you familiar with AVT Tea? Brand associations Brand loyalty
Brand awareness Brand quality
Brand personality
10 Rate the brand associations’ which has influence your brand preference? (Please put tick on corresponding box)
88
Jai Bharath school of management studies
A study on the effects of brand associations of AVT Tea among homemakers
Brand associations of AVT Tea
Excellent
Very good
Good
Average
Poor
AV Thomas group Strongest Tea, consistently South Indian Tea giants Discount coupons Availability Acceptability Affordability
11 Which brand association of AVT tea has an effect on customer attractiveness? Product benefits
Perceived Quality
Product attributes
Other factors
Product promotions
12 How do you rank AVT Brand products based on the following parameters? Expertise Liability
Trust worthiness None of these
Quality
13 Which attribute of the AVT Tea products inspire you to go for AVT? Quality Price
Quantity Packaging
Promotions
14 Do you think this Brand Quality is unique to AVT? Certainly Might or might not
89
Probably Never
Jai Bharath school of management studies
Probably not
A study on the effects of brand associations of AVT Tea among homemakers
15 How do you rate the Quality guarantee provided by AVT Tea? Excellent
Good
Poor
Very Poor
Average
16 Are you ready to pay a price premium for the AVT brand products? Yes
No
17 What change would you like to see in this AVT Brand? Better Package More Quantity
Improved Quality Less Price
More promotions
18 Are you ready to buy the other brand extensions of AVT products? Yes
No
Can’t say
19 Do you recommend the AVT Branded Tea products to others? Yes
No
20 What is your current view about AVT Tea products? Branded product Available product
21
Quality product other benefits
Affordable product
Your feedback about the effects of brand associations of AVT Tea and its overall influence on your brand preference? (Please put tick on corresponding box) Yes
1. Effects of Brand Associations
90
Jai Bharath school of management studies
No
A study on the effects of brand associations of AVT Tea among homemakers
2. Influence of Brand Preference
22 How do you rate AVT Tea products in terms of overall excellence? 5 Stars
A study on the effects of brand associations of AVT Tea among homemakers
ISO 9001:2008 Certification
(Source: scanned from company records)
92
Jai Bharath school of management studies
A study on the effects of brand associations of AVT Tea among homemakers
Food Safety System Certification
(Source: scanned from company records)
93
Jai Bharath school of management studies
A study on the effects of brand associations of AVT Tea among homemakers
Reference data for Table 4.24: Testing the relationship between perceived quality of AVT Tea products and quantity of purchase among homemakers. Responden ts
X Y
Responden ts
X Y
Responden ts
X Y
Responden ts
X Y
1
5
4
26
5
4
51
4
4
76
5
4
2
4
4
27
5
4
52
4
3
77
4
3
3
5
5
28
5
4
53
5
4
78
3
3
4
5
5
29
5
4
54
4
4
79
4
3
5
5
4
30
5
4
55
5
4
80
4
3
6
5
4
31
5
4
56
4
3
81
5
4
7
5
5
32
5
4
57
5
4
82
4
3
8
3
2
33
4
3
58
4
3
83
4
3
9
5
4
34
5
4
59
5
4
84
4
3
10
5
4
35
4
4
60
5
4
85
5
4
11
5
4
36
5
4
61
4
3
86
4
3
12
5
5
37
5
4
62
4
4
87
5
4
13
5
4
38
4
3
63
5
4
88
3
2
14
4
3
39
5
4
64
4
3
89
5
4
15
5
4
40
4
4
65
3
3
90
4
3
16
5
4
41
5
4
66
4
3
91
3
2
17
3
2
42
5
4
67
5
4
92
4
3
18
5
4
43
5
4
68
4
4
93
3
2
19
5
4
44
4
3
69
4
3
94
5
4
20
5
4
45
5
4
70
5
4
95
3
3
21
5
4
46
5
4
71
4
3
96
3
2
22
3
2
47
4
3
72
4
3
97
4
3
23
5
4
48
5
4
73
3
3
98
3
2
24
5
4
49
5
4
74
4
3
99
3
3
25
5
4
50
5
4
75
4
3
100
5
4
(Source: MS Excel data analysis) Reference data for Table 4.25: Showing correlation test for testing the relationship between overall excellence of AVT Tea products and brand loyalty
X Y
Responden ts
X Y
Responden ts
X Y
Responden ts
X Y
1
4 5
26
3 3
51
4 5
76
3 2
2
5 5
27
4 5
52
4 5
77
4 4
3
3 2
28
5 5
53
4 5
78
4 4
Responden ts
94
Jai Bharath school of management studies
A study on the effects of brand associations of AVT Tea among homemakers
