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Brand Audit Questionnaire (Brand Being Audited: Motorola) Awareness & Usage
Name the brands of mobile handset you can think of? 1. 2. 3. 4. 5. 6. 7.
(Write names under ‘Think of’ column. Please provide as many names as you can think of before ticking the one Bought last time and if you are a Regular User. Column 2 and 3 should be answered after answering column 1)
Please rank these brands in order of your preference Nokia Erission
Samsung
Sony
Blackberry
LG
Motorola
i-Phone
Which hand set are you using now ?
Brand …………………………. ………………………………….
Model
How much are you willing to spend for a mobile handset ?
1. Less than 3000 3000 – 5000
2. Between
( )
4. 10,000 –
( )
6. Above 20,000
( )
3. 5000 – 10,000 15,000
( )
( )
5. 15,000 – 20,000 ( )
Try to associate the logos with its owner
……………………… ………………………
…………………….
…………………… ……..……………
…………………….
………………………… Try filling up the missing letters below for these brand names. a.
d.
_OK_A E_IC_S_N L_
b. S_M_U_ _ e. I P_ON_
c. S_ NY f. B_ACK B_R_Y
Brand Personality
Which brand or brands do these following words (adjectives) truly describe? Tick the appropriate brand.Please tick one . NOKIA ERICSSON SAMSUNG [ ] a. Down-to-earth [ ] b. Honest ] [ ] c. Cheerful ] [ ] d. Daring ] [ ] e. Imaginative ] [ ] f. Up-to-date ] [ ] g. Reliable ] [ ] h. Intelligent ] [ ] i. Successful ] [ ] j. Upper Class ] [ ] Tough k. ] [ ]
MOTOROLA SONY [ ]
[ ]
[ ]
[ ]
[
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[
[ ]
[ ]
[
[ ]
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[
[ ]
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[
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[
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[
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[
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[
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[
If Motorola were a popular Indian film star then it would have been
a) Akshay kumar ( ) b) Amitab Bacchan ) c) John Abharaham ( )
(
d) Aamir Khan ( ) e) Abhishek Bacchan ( ) f ) Paresh Raval ( ) Please justify your choice …………………………………………………………… …………………………………………………………… …………………………………………………………… …………………………………………… Brand Equity 1 Attitude Towards the Brand- Relative Brand What do you think of Motorola Unappealing Appealing
1
2
3
4
5
6
7
Low Quality High Quality
1
2
3
4
5
6
7
Unpleasant Pleasant
1
2
3
4
5
6
7
Unknown Popular
1
2
3
4
5
6
7
Ordinary Prestigious
1
2
3
4
5
6
7
Plain & simple 1 Smart and stylish
2
3
4
5
6
7
Affordable Expensive
1
2
3
4
5
6
7
Reliable Unreliable
1
2
3
4
5
6
7
Easily available 1 Not easily available
2
3
4
5
6
7
2 Purchase Intension I will certainly buy a new mobile phone in next 5 months Disagree 1 7 Agree
2
3
The brand I will buy would be
4
5
6
……………………………
3 Purchase Behavior What would be the price range ………………………… 4 Customer satisfaction I am happy with the basic features of my cell phone ( Talk & SMS) Disagree 1 7 Agree
2
3
4
5
6
I am happy with the special features of my cell phone (Advanced connectivity, Software compatibility,3G etc) Disagree 1 7 Agree
2
3
4
5
6
Any new features that if added to your phone will make it more useful ……………………………………………………………………………… ……....................
Product Attributes
Rate these brands on the following aspects. 1Least Satisfactory and 5-Very Satisfactory NOKIA
MOTOROLA
SONY ERISSION Design 12345 12345 12345 Camera 12345 12345 12345 Video 12345 12345 12345 12345 12345 Music 12345 Software compatibility 12345 12345 12345 Connectivity 12345 12345 12345 (Bluetooth, Infrared, Internet, USB connect, GRPS) 12345 12345 Battery Backup 12345 12345 12345 Availability 12345 Reliability 12345 12345 12345 After-sales Service 12345 12345 12345 (Complaint response time, Type of workforce at the Service center, Location of service center, After sales follow up)
Value for money 12345 Brand Reputation 12345 Adds prestige to your 12345 image Software updates 12345 Rugged 12345 Delicate 12345
Overall 5
12345
12345
12345
12345
12345
12345
12345
12345
12345
12345
12345
12345
12345
1234
12345
Image / Associations
For which brand or brands, the following statement is true? NOKIA MOTOROLA SONY ERICSSON Always maintains a high level of quality
[ ]
[ ]
[ ] Worth its price
[ ]
[ ]
[ ] I prefer this brand
[ ]
[ ]
[ ]
[ ]
[ ]
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[ ] I recommend this to others [ ] It has something that other brands do not [ ]
It gives a feeling of pride and confidence
[ ]
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[ ] to its users I am a loyal user of this brand
[ ]
[ ]
[ ] My kind of people like this brand
[ ]
[ ]
[]
[]
[ ] I am satisfied with this brand [] I intend to go on buying this brand in future
[]
[]
[] I trust this brand very much
[]
[]
[]
Dollar metric Test 1. Motorola RAZR2 V8 is priced at Rs12,400. How much more
or less will you be willing to pay to obtain an equivalent model (same features) of NOKIA Rs ________more or RS __________ less 2. Motorola RAZR2 V8 is priced at Rs12,400. How much more
or less will you be willing to pay to obtain an equivalent model (same features) of Sony Ericssion Rs ________more or RS __________ less
3. Motorola RAZR2 V8 is priced at Rs12,400. How much more
or less will you be willing to pay to obtain an equivalent model (same features) of Samsung Rs ________more or RS __________ less
4. Motorola RAZR2 V8 is priced at Rs12,400. How much more
or less will you be willing to pay to obtain an equivalent model (same features) of LG Rs ________more or RS __________ less
Identification & Classification
Name _______________________ Phone____________________ Occupation ____________________ _______________ Gender:
