Questionnaire

QUESTIONNAIRE

Name : C.Saradamma Area of specialisation : Goods markding Course : PhQ. (Full-timd2008-10) Title of the research topic : "Brand loyalty Dopartmtnt : Commerce of rural buyers towards FMCG products - University : Sri Vcnkatnwara University, Tirupati, A.P: A case study of Chittoor district in Guide : Prof. Mamilla Raiasekhar Andhra Pradesh"

BRAND LOYALTY OF RURAL BUYERS TOWARDS FMCG PRODUCTS - A CASE STUDY OF CHITTOOR DISTRlCT IN ANDHRA PRADESH

Part - 1: Demographic profde of the buyer

(Tick [dl the appropriate brackeds)

1 . Name of the respondent

2. Name of the village

3. Revenue division

a. Chittoor

b. Madanapalli

c. Tirupati

4. Age

a. 15-20 years

b. 21-30 years

C. 31-40 year^

d. 41-50 ~ C W S

e. above 51 years

5. Sw

a. Male

b. Female

6. Marital status

a. Married

b. Unmarried

7. Caste Eawory

a. M: b. BC

c. sc d. ST

8. Rcligion

a. Hindu

b. Muslim

c. Christian

9. Educational qualification

a: Illiterate

b. Up to SSC

c. Intermediate

d. Graduate

e. Higha education

10. Occuparional status

a. Business

b. House wife

c. Employed

d. Cultivation

e. Agricultural labour

I I . Monthly income (in Rs.)

a. Below 5,000

b. 5001 - 1 0,000

c. I0001-15000

d. 1 500 1-20000

e. Above 20901

12. Do you bcIong to

a. Joint family

b. Nuclear family

13. Size of family

a. Up to 3

b. 4

c. 5

d. 6

e. Above 6

14, Head of the family

a. Husband

b. Wife

IS. You an living in

a. Qwrrrd house (

b. Rcntad house ( 1

16. Type of hwsc

a. Hut ( 1 b, Thatched (

1 7. Pmsasion of land?

If yes, which type of land do you have (in acres) ?

a. Yes ( 1

i . Dry:

a. None ( )

i i . Wet:

a. None

b. Below 1 ( 1 c. 1-2 ( 1 d. 3-4 ( 1 e. 4-5 ( 1 f. Above 5 ( 1

Part - 11: Satisfaction of rural buyers on attributes of bath soap (Tick [dl the appropriate bracketh)

18. Which brand of bath soap you an using?

a. Lux

b, Lifebuoy

c. Vivel

d. Dcrtol

e. Santoor

f. Cinthd

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19. For wh# bcnzf~ you chose this brand? '

a, Good cleansing ( 1

b. QoiDd for skin complexion ( 1

c. G d frogran* ( 1

d. Brand image ( 1

c. Any other ( 1 20. Tick (41 Iht brands you chose for getting the desired bendit?

21. What is the size of the bath soap pack you use?

a. 20 gm

b. 75 gm

c. 100 gm

d. 125 gm

e. 150 gm

22. How often do you use this brand per day?

a. Once in a day

b. Twice in a day

c. Thrioe in a day

d. More often in a day

23. H o w long have you bcen using this bath soap?

a. Mort than 5 Years

b. 5 years

c. 3 ycm

d. 2 years

24. HOW f i iucntly do you purchase the bath soap?

a. Daily

b. Oncca 4

c. Twioe a week

d. Thrice a week

e. Monthly once

25. Where do you normally buy the bath sob? a. Pctty shops in the village

b. Small chops in the village

c. Rdaila shops in the town

d. S u p market in the nearby town

26. Jb the bath aoap easily availablev

a. Yes

b, No

27, What attracts you to this brand of product you have chosen?

a. Packing

b. Colour

c. QuaIity

d. Rice

28. Art you aware of all the varieties of the bath soap?

a. Yes

b. No

29. I)a you enjoy using this bath soap?

a. Yes

b. No

30. Will you buy a preferred brand at low cost of negligible quality?

a. Yes

b. No

3 1. If price of your prefmtd brand increases, which one do you buy?

a Same brand

b. Cheaper brand

c. Any other

32. Do the Pds intlumce your buying bath soap?

a. Not at all

b. Sometimes

c. Most of times '

33, your opinin, which is the best mcdium / media for advextising a bath soap?

a. T.V.

b. Newspaper

c. R8dio

d. Cincma

t. Magazine

34. Do Po-8 T.V. with diah connection?

If 'r~b', which 'IV channcl(s) you v i p often?

9. Doordarshan

b. MV c. Gemini N

d. Teja TV

e. Naaw f. TV9

g. W h i N

h. Bhahhi TV

i. Z&c Ttlugu

j. Local Channels

35. Which programmb(s) you watch often in television?

a. News

b. Serials

c, Songs

d. Movies

c. Comedy

f. Agricultural

g. Any other

36. Which daily Tcfugu newspaper and magazine you read regularly?

Telugu daily newspapers:

a, Fmadu

b. Andim Jyothi

c. Vaartha

d. Sakshi

e. Don't read

Tdugu magazine:

a, Swathi

b, Navya

c. Chatura

d. h a d a t a

e. Don't reed

37. Which radio ptogramme you often listen to?

a. Bi FM b. Red FM

Yes / No

c. Akashavani (Hyderabad)

d. AH India Radio. Tirupati

e. Any othcr

f, Don't listen

31. Who grnenlly takes decision regarding the purchase of bath map in your family?

a. Scl f

b. Spouse

c. Pnmts

d. Childrcn

39. Who purchases bath soap for you?

a. Self ( 1

b. Spouse ( 1

c. Parmts ( 1

d. Childrcn ( ) 40. Which of the foliowing brand's advertisement you like most ?

a. Lux

b. Lifebuoy

c. Vivcl

c. Santoor

f. Cinthol

g. Any otha

State the lewl ofimporiancefor euch ofthe following deciding facton (questions 41-48) while buying a bmnded buth soap:

Opinioa on I to Cpoint scale: I . Very imponant 2. Important 3. Less important 4. Not at all important

41. How important is the price when you buy the bath soap?

42. How important is the packaging when you buy the bath soap?

43. How important is the &am in buying the bath soap?

44, How important is the brand image in buying the bath soap?

45. How important is the calour in buying the bath soap?

46. How imponant is the shape in buying the bath soap?

47. How impartant is the quantity in buying the bath soap?

48. How important is the quality in buying the bath soap?

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BUIC the Iw l dyour sutisfacion over each ofthe fol/owingfac[on (questions 49-57] with the chosen brand ofbath soap:

Opinion on 1 lo Cpoint scale: I :Highly satisfied 2. Satisfied 3. Dissatisfied 4. Highly dissatisfied

49. Haw satiafiod arc you with price of the bath soap? ( 1

SO, How setigficd are you with packaging of the bath soad? ( 1

51. How Wisfrcd arc you with foam of'thc bath soap? ( 1

52. How satisfied arc you with brand image of the bath soap? ( 1 53. How satisfied are you with colour of the bath soap? ( 1 54. How M i s f i d are you with shape of the bath soap?

55. How ~ i u i f i c d arc you with quantity of the bath soap?

56. How satisfied arc you with quality of the bath soap? ( 1 57. Whdwhich medium influenced you in the purchase of bath soap?

a. Advertisement ( 1

d. Shopkccpcr ( 1 58. What is the level of influence of advertisement of bath soap on your purchase?

a. High ( )

b. Medium ( 1 c. Low ( 1

59. What is the level of satisfaction on the price of bath soap on your purchase?

a. High ( 1 b. Medium ( 1 c. Low ( 1

60. What is the level of your satisfaction over the availability of bath soap in your locality?

a. High ( 1 b. Medium ( 1 c. Low 0

Pad - 111: Opinion on brand loyalty of rural buyem towards bath soap

Following arc h e statements of opinions da t ing to your purchase of bath soap. Please give an option (options 1-5) of your opinion in the column against much stBtement.

Opinion on I to S-point scale 1 = Strongly disagree 2 = Disagree 3 = Neither disagree nor agrae 4 = Agree 5 = Strongly agree

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. " - a - [ 1. 1 1 want my bath soap B bc rcliablc. I I I

2. ] 1 will try out 8 new product just for h e sake of variety. I I I

3. 1 The bath soap 1 u r says r l a about the kind of person 1 am. I I

4. f 1 am very much concerned with my appcarang. I I I

1

5. 1- My bath soap helps mc bc what I have always wanted to be. I 1

I

6. 1 1 want my achievements to be r w g n i d by others. I

1

7, I Using my mgulu brand helps me express my personality. I I I

8. 1 it is impomnt that I always look good. I

I 1 I

9. 1 My bath soap is my close friend. I

I

10. ] My brand must bc accepted by my frimds. 1

I 1 I

1 1. I My bath soap should offer me value for money. 1

12. 1 1 am most likely to use the same brand of bath soap for my future needs. I 1

I feel proud to be seen buying my brand. 1 I I

My parents made me loyal to a few brands they were loyal to. I I 1 will always buy a brand I can relate to.

1 will be loyal to a brand whose personality matches mine.

My brand rt~nforccs my personality.

1 am a good example of professional success.

I will keep buying the brand that makes me realize what I am.

My brand of bath soap forms an important part of my everyday life.

1 have bught things I could not afford.

I sometimes buy things just to make myself feel better.

I reinforce my brand's personality in turn.

I normally treat new products with caution.

I seek ohas' opinion before I try new product.

I like variety in whatever I buy.

Too much variety conhses me.

I want a bath s& that excites me.

3. I would pay mow for a product if it had status.

4. , The ststus of the product is irrelevant to me. i i

6.3. Opinion or impact ofpmeptual factors on brand loya@ of rural buyers towards bath soap:

5.

6.

7. ,

8.

9.

10,

A ptoducf is more valuable to me if it has some snob appeal.

The colour of my product is an important decision variable.

1 sametimes buy o product myself f&l better.

1 am offen impulsive in my buying bchaviour. I

1 am often expected to purchase the same brandor product.

i feci good about my product.

1.

2.

3.

4.

5 . - 4.

7.

8.

9.

10.

1 1. - 12.

13.

14.

15.

6 ,

' 17.

18. '

' 19.

20. : 21.

-

This was an important product to me.

12, Iamanambitiousperson.

Thc size of product suits my need.

The materials used by the brand are satisfying to me.

The brand has sufficient colour.

The brand has good functional quality.

The brand provldts wide variety of styles.

Styles of the brand are suitable for me.

Styles of the brand have distinctive features.

Styles of the brand are trendy and fashionable.

The brand is reputable.

Brand name and image amct me to purchase.

Brand name is scleEted regardless of price.

Brand reflects my own personality.

The btand has good store location.

The brand has sufficient outlds.

The interior display is attractive.

Colour and music inside the store are attractive.

Salespason of the store is well-trained.

Salesperson of the stores are willing to help.

Salo$rsrsons of the store are friendly and courteous.

Sal-s of the stom have neat appcarmce.

A& of the I~-and an attractin.

13.

14.

i

1

1 do no9 key, secrets from my colleagues.

I do not cnoourage gossip or rumour.

I I s my eo~~cagues.

16. 1 have a coach or mentor who keeps me focused and motivated about my work. t

64. Opinion on impact of leurdng and &ude on brand loyalty of rural buyers towark bath soap:

22. ""

23.

24. '

25. L

r 1. 1 I would rather stick on to a product, I usually buy than try somethin&( am not I 1

Ads of the brand attract me to purchase.

Window display is attractive. . lnsmra of price do not hinder me lo purchase.

The brand provides product value for me.

1 very sure of. 2. 1 If I like a product. I rarely switch from it just to try something different.

1 3. I rarely introduce new brands and products to my colleagues. 1 1

1

6. 1 I would rather wait for others to try a new brand than try it myself. I

I I

4. '

5.

I I

7. 1 I would rather stick to well-known products when purchasing the product.

I rardy take chances by buying unfamiliar brands of products even if it means sacrificing variety. I buy the m e brands even if they are only average.

1 g I I would rocommend my main brand to other people. I I

1 1 I

10. 1 I am committed to buying it.

[ " i I would be interested in reading about this product.

1 12. 1 I would read article From consumer reports about this product. I I I

13. 1 I usually compare product characteristics among brands, I - -

14. I usually pay attention to ads for this product. ".- 1 q ] I usually talk about this product with other people.

A"

.-. 16.

17.

65. Opinion o~ imp& nf rQerenw groups on brand loyal@ of rural buyers towards buth soap:

18,

I usually scck advice from othv people prior to purchasing this product.

1 usually take many factors into account before purchasing this product. I

I usually spmd a lot of time choosing what brand to buy. 1

4

1.

2.

3.

4.

My mother still buys almost every product that her mother did.

My friend forcod me to buy this product.

I would buy a product that is endorsed by a celebrity I like.

1 am attracted to advertisements that use celebrities.

5.

6.

I prefer taking most of my decisions myself.

I searched for information about the brand of bath soap from those who work with

7.

8.

the products as a profession. I haw to do my own shopping.

I find it hard to bnak away from the opinions established.

66 Opinion on impact of cultural values on the brand l o y a f ~ of rural buyers towards bath soap:

9. 1

10.

1 1.

12.

13.

14.

15.

The bath soap 1 own say a lot about how well I am doing in life.

The main earner in my family hasan important say in selecting brands.

1 dcct a h d of bath soap becaude the people whom 1 consider having good taste of bath soap use it. I decide to buy a particular brand of bath soap because my friends or those with whom I haw a social interaction like it. 1 purchase a particular hand of bath soap because my colleagues or boss like it and they expect me to buy it. I try to keep my life simple, as far as possessions are concerned.

1 would be happier if I could afford to buy more brands.

xii

1.

2.

3.

4.

5.

6.

I believe that some people in my locality are more influential than others.

I for a lot of information before I buy something.

I believe in saving money for a rainy day.

1 do not like to stand out a a crowd.

In case of uncertainty, I look at others to get cues from them.

1 have a close relationsh~p with my family.

7. 1 1 never buy items just because I liked its advertisements.

8.

9.

10.

1 1.

12.

13.

14.

IS.

16. .

17.

18.

19.

' 20.

- 21.

22.

23. - 24.

1 am indifferent to most of the cultural practices that indulge in.

Being successful 1s the most important thing to me.

I believe my parents know better than me.

I f a 1 competing in things may sometimes lead to less work getting done.

I feel I have a number of good qualities.

My family prestige is of utmost importance to me.

I often try new brands before my friends and neighborn do.

It is not the cost of the gift that mattm to me, it is the honest.

I pay a lot of attention to how I look ?hen I go out.

The women of the house offer s u p t i o n s but the men take the decision.

I feed m Indian brand is more suited to my needs.

I g d l y buy dr consume things which reflect my uniqueness.

Price promotions in shops often attract me.

1 ofton think about the good old days.

MY opinions about people canbe quite subjective.

My regular brand is the same as what my parents had used for many m s .

I obonge habits and behaviour with time.