brand audit assignment scales

7/24/2019 Brand Audit Assignment Scales

1/9

Purchase decision involvement (PDI)

1 In selecting from many types and brands of this product available in t

1 2 3

2 Do you think that the various types and brands of this product availa

!hey are alike

1 2 3

3 "ow important would it be to you to make a right choice of this produ

#ot at all important

1 2 3

$ In making your selection of this product, how concerned would you b

#ot at all concerned

1 2 3

Perceived Brand Parity

% I can&t think of any dierences between the ma'or brands of ((((((()

*trongly disagree

% $ 3 2

+ !o me, there are big dierences between the various brands of ((((()

*trongly agree

% $ 3 2

!he only dierence between the ma'or brands of ((((((( is price)

*trongly disagree

% $ 3 2

- ((((((( is (((((((((. most brands are basically the same

*trongly disagree

% $ 3 2

/ 0ll ma'or brands of (((((((( are the same)

*trongly disagree

% $ 3 2

#ote: ((( where the pdt category of interest is inserted) Item 2 reuir

Perceived Brand Trust

1((((((((( is interested in more than 'ust selling me a ((((((4pdt5 and

totally disagree

% $ 3 2

11!here are no limits to how far ((((((( will go to solve a problem I mig

totally disagree

% $ 3 2

12((((((((( is genuinely committed to my satisfaction)

totally disagree

% $ 3 2

13 ((((((((( will do whatever it takes to make me happy)

totally disagree % $ 3 2

1$7hen I see a (((((( advertisement I believe the information in it is ac

I would not care at all as towhich one I buy


2/9

totally disagree

% $ 3 2

1%8ost of what (((((( says about its (((((4pdt5 is true)

totally disagree

% $ 3 2

1+ I think some of (((((( claims about its ((((4pdt5 are pued up to mak

totally agree% $ 3 2

1 If ((((( makes a claim or promise about its product, it&s probably true)

totally disagree

% $ 3 2

1-8y((((( is very reliable)

totally disagree

% $ 3 2

1/ I feel I know what to e9pect from my(((((()

totally disagree

% $ 3 2

2 If I bought another ((((4pdt5 from ((((((( I feel like I would know what

totally disagree

% $ 3 2

Brand Personality Note:

Trait (Items) Dimension

1 Downtoearth

Sincerity

amilyoriented

*malltown

"onest

*incere

;eal

7holesome

9iting

*pirited

=ool

?oung

Imaginative

@niue

Imaginative

@niue@ptodate

Independent

!he brand personalit

!he items are scored


3/9

=ontemporary

3 ;eliable

!om"etence

"ard working

*ecure

Intelligent

!echnical=orporate

*uccessful

Aeader

=on6dent

$ @pper class

So"histicated

Blamorous

Bood Aooking

=harming

eminine

*mooth

%


4/9

he market, would you say that:

$ % +

le in the market are all vary alike or are all very dierent

$ % +

!hey are all dierentt

$ % +

>9tremely important

about the outcome of your choice

$ % +

Cery much concerned

*trongly agree

1

*trongly disagree

1

*trongly agree

1

*trongly agree

1

*trongly agree

1

es reverse scoring

aking a pro6t)

totally agree

1

t have

totally agree

1

totally agree

1

totally agree1

curate)

I would care a great deal asto which one I buy


5/9

totally agree

1

totally agree

1

them seem better than they really are)

totally disagree1

totally agree

1

totally agree

1

totally agree

1

to e9pect)

totally agree

1

scale hasfve dimensions and4 items

on %point Aikert scale ranging from not at all descriptive415 to extremely descript


6/9


7/9


8/9

ve4%5


9/9

brand audit assignment scales

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