thesis draft 25 october 2014 -...

381

Appendix

Questionnaire

Dear Friend,

This is a questionnaire to study the relationship between product variants and brand loyalty amongst

youth. The purpose of this research is purely academic in nature. (PhD Research Purpose)

You are requested to fill in appropriate information. Confidentiality of information will be maintained.

Thank you for your support and cooperation,

Research Scholar

What comes under Product Variants – Product Variants are like various contents of the product,

various pack size and flavor of the products…

Example –

Ram wish to purchase a tooth paste for himself. He is fond of salt content in a tooth paste. (Hence

tooth paste with salt is a product variant base on the content in the tooth paste) He therefore goes to

a shop/mall to purchase a tooth paste. He usually purchase brand AAA. The tooth pastes that are

available are of high standard and there is no price discount on any specific variant of tooth paste

brand.

He observes that there is no salt base tooth paste of brand AAA at the store/mall.

The important question is whether he will still prefer salt content in a tooth paste of any brand or he

will be loyal to the brand that he frequently purchases and might purchase some other variant from

the same brand AAA.

382

Content (formula) based Product Variant

Chosen Product Category – Tooth paste

Example – Content based product variants for toothpaste are tooth paste with salt, tooth paste with Calcium Based Desensitizing Toothpastes for Sensitive teeth, tooth paste with triclosan and fluoride for gums problem, toothpaste

with cooling crystal that gives you fresh breath etc.

Assumption

1. All Brands that are available for your purchase are of high standards and renowned.

2. There are no promotional offers and price discount

Product Variant Experience

Please accept the level of agreements for following statements

Item Statement Strongly Agree

Agree Agree Somewhat

Undecided Somewhat disagree

Disagree Strongly Disagree

The content of toothpaste is very much visually impressing

The content of toothpaste tempt feelings and sentiments

I have strong feelings and sentiments for the content of toothpaste.

The content of toothpaste tempts me to share my experience with others.

The content of toothpaste helps me to think about the task of solving my tooth related issues

383

Product Personality Congruence

Please accept the level of agreement for following statement

Items Strongly Agree




The content of toothpaste that I prefer is like me

Measuring your purchase involvement for content of a toothpaste –


Item Statement

Strongly Agree




I have a strong interest in content of my toothpaste

I would choose my content of my toothpaste very carefully

384

Understanding your views to distinguish between contents for toothpaste amongst different brands





There are big differences between similar contents of toothpaste amongst different brands.

( Example – suppose I am looking for sensitive toothpaste than do I find any difference between sensitive variant toothpaste between difference brands – such as Colgate and Sensodyne )

Measuring Pleasure -





It gives me pleasure to shop for tooth paste based on its content

Buying tooth paste based on its contents feels like giving myself a gift

385

Measuring your resistance to purchase the same product variant in different situation





If the toothpaste based on certain content that I usually purchase of brand AAA is not available, than I will purchase different content in the same brand AAA.

If the toothpaste based on certain content that I usually purchase of brand AAA is not available, than I will purchase same content from different brand i.e. BBB or CCC.

Hypothetical Brands of Toothpaste - AAA, BBB, CCC….. Example of Content in Toothpaste – Herbal based, toothpaste are tooth paste with salt, tooth paste with Calcium Based Desensitizing Toothpastes for Sensitive teeth, tooth paste with triclosan and fluoride for gums problem.

386

Benefit Convenience





The toothpaste based on certain content that I want can be located easily in the store

I am able to purchase my choice of content in toothpaste in a minimal time

387

Questionnaire

Dear Friend,

This is a questionnaire to study the relationship between product variants and brand loyalty amongst youth. The purpose of this research is purely academic in nature. (PhD Research Purpose)



Research Scholar

What comes under Product Variants – Product Variants are like various pack size, content of the product, and flavor of the products…

Example –

Ram wish to purchase a travel size tooth paste that is small package size for himself. He likes small size / travel size toothpaste as it helps his purpose. (Hence tooth paste with salt is a product variant base on the content in the tooth paste). He therefore goes to a shop/mall to purchase the small package size tooth paste. He usually purchase brand AAA. The tooth pastes that are available are of high standard and there is no price discount on any specific variant of tooth paste brand.

He observes that there is no small size tooth paste of brand AAA at the store/mall.

The important question is whether he will still prefer small package size tooth paste of any brand or he will be loyal to the brand that he frequently purchases and might purchase some other package size from the same brand AAA.

388

Size based Product Variant

Chosen Product Category – Toothpaste

Example –Size based product variants for Toothpaste are various pack size of different size like 100 gm. Small Package Size ( Travel Package Size) Medium Package Size ( your palm size) Family Package size ( Larger than palm size)

Assumption









The package size of toothpaste is very much visually impressing

Certain package size of toothpaste tempts feelings and sentiments

I have strong feelings and sentiments for the specific size of toothpaste.

Specific package size of toothpaste tempts me to share my experience with others.

The different package size of toothpaste helps me to think about the task of solving my size related benefit problems

389


Please accept the level of agreements for following statement





The package size of toothpaste that I prefer is like me

Measuring your purchase involvement for package size of a toothpaste –


Item Statement

Strongly Agree




I have a strong interest in my package size of toothpaste

I would choose my package size of toothpaste very carefully






It gives me pleasure to shop for different or specific package size of tooth paste

Buying tooth paste based on its specific package size feels like giving myself a gift

390

Measuring your resistance to purchase the same package size in different situation





If the toothpaste based on certain package size that I usually purchase of brand AAA is not available, than I will purchase different package size in the same brand AAA.

If the toothpaste based on certain package size that I usually purchase of brand AAA is not available, than I will purchase same package size from different brand i.e. BBB or CCC.

Hypothetical Brands of Toothpaste - AAA, BBB, CCC….. Example of Package Size in Toothpaste – gm,……………..

391

Benefit Convenience





The toothpaste based on certain package size that I want can be located easily in the store

I am able to purchase my choice of package size in toothpaste in a minimal time

392

Questionnaire

Dear Friend,




Research Scholar


Example –

Ram wish to purchase a soft drink for himself. He is fond of diet content in a soft drink. (Hence soft drink with diet is a product variant base on the content in the soft drink) He therefore goes to a shop/mall to purchase a soft drink. He usually purchase brand AAA. The soft drinks that are available are of high standard and there is no price discount on any specific variant of tooth paste brand.

He observes that there is no diet soft drink of brand AAA at the store/mall.

The important question is whether he will still prefer diet content in a soft drink of any brand or he will be loyal to the brand that he frequently purchases or might purchase some other variant (that is other content in a soft drink) from the same brand AAA.

393


Chosen Product Category – Soft Drink

Example – Content based product variants for soft drinks are Diet soft drink, regular soft drink

Assumption









The content of soft drink is very much visually impressing

The content of soft drink tempt feelings and sentiments

I have strong feelings and sentiments for the content of soft drink.

The content of soft drink tempts me to share my experience with others.

The content of soft drink helps me to think about the task of solving my query related to soft drink

394







The content of soft drink that I prefer is like me

Measuring your purchase involvement for content of a soft drink –


Item Statement

Strongly Agree




I have a strong interest in content of my soft drink

I would choose my content of my soft drink very carefully

395

Understanding your views to distinguish between contents for soft drinks amongst different brands





There are big differences between similar contents of soft drink amongst different brands.

( Example – suppose I am looking for diet soft drink than do I find any difference between diet soft drink between difference brands – such as Coke and Pepsi)






It gives me pleasure to shop for a soft drink based on its content

Buying a soft drink based on its contents feels like giving myself a gift

396

Measuring your resistance to purchase the same content in different situation





If the soft drink based on certain content that I usually purchase of brand AAA is not available, than I will purchase different content in the same brand AAA.

If the soft drink based on certain content that I usually purchase of brand AAA is not available, than I will purchase same content from different brand i.e. BBB or CCC.

Benefit Convenience





The soft drink based on certain content that I want can be located easily in the store

I am able to purchase my choice of content in soft drink in a minimal time

Hypothetical Brands of Soft Drink - AAA, BBB, CCC….. Example of Content in soft drink – Diet soft drink,

397

Questionnaire

Dear Friend,




Research Scholar


Example –

Ram wish to purchase a small size of soft drink for himself. He likes small size / travel size soft drink as it helps his purpose. He therefore goes to a shop/mall to purchase the small package size soft drink. He usually purchase brand AAA. The soft drink that are available are of high standard and there is no price discount on any specific variant of soft drink brand.

He observes that there is no small size soft drink of brand AAA at the store/mall.

The important question is whether he will still prefer small package size soft drink of any brand or he will be loyal to the brand that he frequently purchases and might purchase some other package

size from the same brand AAA.

398


Chosen Product Category – Soft Drink

Example – Size based product variants for soft drinks are 250 ml, 500 ml, 1 litre, 2 litre etc

Assumption









The bottle/tin size of soft drink is very much visually impressing

The bottle/tin size of soft drink tempt feelings and sentiments

I have strong feelings and sentiments for the bottle/tin size of soft drink.

The bottle/tin size of soft drink tempts me to share my experience with others.

The bottle/tin size of soft drink helps me to think about the task of solving my space related problem

399







The bottle/tin size of soft drink that I prefer is like me

Measuring your purchase involvement for bottle/tin size of a soft drink –


Item Statement

Strongly Agree




I have a strong interest in bottle/tin size of my soft drink

I would choose my bottle/tin size of my soft drink very carefully






It gives me pleasure to shop for a soft drink based on its bottle/tin size

Buying a soft drink based on its bottle/tin size feels like giving myself a gift

400






If the soft drink based on certain bottle/tin size that I usually purchase of brand AAA is not available, than I will purchase different bottle/tin size in the same brand AAA.

If the soft drink based on certain bottle/tin size that I usually purchase of brand AAA is not available, than I will purchase same bottle/tin size from different brand i.e. BBB or CCC.

Benefit Convenience





The soft drink based on certain bottle/tin size that I want can be located easily in the store

I am able to purchase my choice of bottle/tin size in soft drink in a minimal time

Hypothetical Brands of Soft Drink - AAA, BBB, CCC….. Example of Content in soft drink – 250 ml, 500 ml, 1 litre, 2 litre etc.

401

Questionnaire

Dear Friend,




Research Scholar


Example –

Ram wish to purchase a biscuit for himself. He is fond of cashew content in a biscuit. (Hence biscuit with cashew is a product variant base on the content in the biscuit) He therefore goes to a shop/mall to purchase a biscuit. He usually purchase brand AAA. The biscuits that are available are of high standard and there is no price discount on any specific variant of biscuit brand.

He observes that there is no cashew content biscuit of brand AAA at the store/mall.

The important question is whether he will still prefer cashew content in a biscuit of any brand or he will be loyal to the brand that he frequently purchases and might purchase some other variant from the same brand AAA.

402


Chosen Product Category – Biscuit

Example – Content based product variants for biscuit are wheat content, cashew content, chocolate etc.

Assumption









The content of biscuit is very much visually impressing

The content of biscuit tempt feelings and sentiments

I have strong feelings and sentiments for the content of biscuit.

The content of biscuit tempt me to share my experience with others.

The content of biscuit helps me to think about the task of solving biscuit consuming purpose

403







The content of biscuit that I prefer is like me

Measuring your purchase involvement for content of a biscuit –


Item Statement

Strongly Agree




I have a strong interest in content of my biscuit

I would choose my content of my biscuit very carefully

404

Understanding your views to distinguish between contents for biscuit amongst different brands





There are big differences between similar contents of biscuit amongst different brands.

( Example – suppose I am looking for cashew content in a biscuite than do I find any difference between cashew based biscuit between difference brands – such as Britannia and Parle)






It gives me pleasure to shop for biscuit based on its content

Buying biscuit based on its contents feels like giving myself a gift

405






If the biscuit based on certain content that I usually purchase of brand AAA is not available, than I will purchase different content in the same brand AAA.

If the biscuit based on certain content that I usually purchase of brand AAA is not available, than I will purchase same content from different brand i.e. BBB or CCC.

Benefit Convenience





The biscuit based on certain content that I want can be located easily in the store

I am able to purchase my choice of content in biscuit in a minimal time

Hypothetical Brands of Biscuit - AAA, BBB, CCC….. Example of Content in Biscuit – Wheat based, Cashew based, salt content

406

Questionnaire

Dear Friend,




Research Scholar


Example –

Ram wish to purchase a family size of biscuit for himself. He is fond of family package size in a biscuit. He therefore goes to a shop/mall to purchase the biscuit. He usually purchase brand AAA. The biscuits that are available are of high standard and there is no price discount on any specific variant of biscuit brand.

He observes that there is no family package size of biscuit of brand AAA at the store/mall.

The important question is whether he will still prefer family package size biscuit of any brand or he will be loyal to the brand that he frequently purchases and might purchase some other variant from the same brand AAA.

407


Chosen Product Category – Biscuit

Example –Size based product variants for Biscuit are various pack size of different size like gm, …..

Assumption









The package size of biscuit is very much visually impressing

Certain package size of biscuit tempts feelings and sentiments

I have strong feelings and sentiments for the specific size of biscuit.

Specific package size of biscuit tempts me to share my experience with others.

The different package size of biscuit helps me to think about the task of solving my size related benefit problems

408







The package size of biscuit that I prefer is like me

Measuring your purchase involvement for package size of a biscuit –


Item Statement

Strongly Agree




I have a strong interest in my package size of biscuit

I would choose my package size of biscuit very carefully






It gives me pleasure to shop for different or specific package size of biscuit

Buying biscuit based on its specific package size feels like giving myself a gift

409






If the biscuit based on certain package size that I usually purchase of brand AAA is not available, than I will purchase different package size in the same brand AAA.

If the biscuit based on certain package size that I usually purchase of brand AAA is not available, than I will purchase same package size from different brand i.e. BBB or CCC.

Benefit Convenience





The biscuit based on certain package size that I want can be located easily in the store

I am able to purchase my choice of package size in biscuit in a minimal time

Hypothetical Brands of Biscuit - AAA, BBB, CCC….. Example of Package Size in Biscuit – gm,……………..

410

Questionnaire

Dear Friend,




Research Scholar


Example –

Ram wish to purchase an ice cream for himself. He is fond of pista content in an ice cream. (Hence ice cream with pista is a product variant base on the content in the ice cream) He therefore goes to a shop/mall to purchase the ice cream. He usually purchase brand AAA. The ice creams that are available are of high standard and there is no price discount on any specific variant of ice cream brand.

He observes that there is no pista base ice cream of brand AAA at the store/mall.

The important question is whether he will still prefer pista content in an ice cream of any brand or he will be loyal to the brand that he frequently purchases and might purchase some other variant from the same brand AAA.

411


Chosen Product Category – Ice cream

Example – Flavor based product variants for ice cream are vanilla, butter scotch, chocolate etc

Assumption









The flavor of ice cream is very much visually impressing

The flavor of ice cream tempt feelings and sentiments

I have strong feelings and sentiments for the flavor of ice cream.

The flavor of ice cream tempts me to share my experience with others.

The flavor of ice cream helps me to think about the task of solving ice cream consuming purpose

412







The flavor of ice cream that I prefer is like me

Measuring your purchase involvement for flavor of a ice cream –


Item Statement

Strongly Agree




I have a strong interest in flavor of my ice cream

I would choose my flavor of my ice cream very carefully

Understanding your views to distinguish between flavors for ice cream amongst different brands





There are big differences between similar flavors of ice cream amongst different brands.

( Example – suppose I am looking for vanilla flavor Ice Cream than do I find any difference between vanilla Ice Cream between difference brands – such as Amul and Kwality )

413






It gives me pleasure to shop for ice cream based on its flavor

Buying ice cream based on its flavors feels like giving myself a gift






If the ice cream based on certain flavor that I usually purchase of brand AAA is not available, than I will purchase different flavor in the same brand AAA.

If the ice cream based on certain flavor that I usually purchase of brand AAA is not available, than I will purchase same flavor from different brand i.e. BBB or CCC.

Hypothetical Brands of Ice cream - AAA, BBB, CCC….. Example of Content in Ice cream – Vanilla, Chocolate etc..

414

Benefit Convenience





The ice cream based on certain flavor that I want can be located easily in the store

I am able to purchase my choice of flavor in ice cream in a minimal time

415

Questionnaire

Dear Friend,




Research Scholar


Example –

Ram wish to purchase a family pack size of ice cream for himself. He is fond of a family pack size of ice cream. He therefore goes to a shop/mall to purchase the family pack size of ice cream. He usually purchase brand AAA. The ice creams that are available are of high standard and there is no price discount on any specific variant of ice cream brand.

He observes that there is no a family pack size ice cream of brand AAA at the store/mall.

The important question is whether he will still prefer a family pack size ice cream of any brand or he will be loyal to the brand that he frequently purchases and might purchase some other variant from

the same brand AAA.

416


Chosen Product Category – Ice cream

Example –Size based product variants for Ice cream are various pack size of different size like personal pack, family pack

Assumption









The package size of ice cream is very much visually impressing

Certain package size of ice cream tempts feelings and sentiments

I have strong feelings and sentiments for the specific size of ice cream.

Specific package size of ice cream tempts me to share my experience with others.

The different package size of ice cream helps me to think about the task of solving my size related benefit problems

417


Please accept the level of agreement for following statement





The package size of ice cream that I prefer is like me

Measuring your purchase involvement for package size of a ice cream –


Item Statement

Strongly Agree




I have a strong interest in my package size of ice cream

I would choose my package size of ice cream very carefully






It gives me pleasure to shop for different or specific package size of ice cream

Buying ice cream based on its specific package size feels like giving myself a gift

418






If the ice cream based on certain package size that I usually purchase of brand AAA is not available, than I will purchase different package size in the same brand AAA.

If the ice cream based on certain package size that I usually purchase of brand AAA is not available, than I will purchase same package size from different brand i.e. BBB or CCC.

Benefit Convenience





The ice cream based on certain package size that I want can be located easily in the store

I am able to purchase my choice of package size in ice cream in a minimal time

Hypothetical Brands of Ice cream – AAA, BBB, CCC….. Example of Package Size in Ice cream – personal pack, family size…………..

419

Name ________________________________________________________

Gender Female Male

Age

16 – 20 21 – 25

26 – 30 31 -35

How many years are you staying in Pune ? __________________________

Social Economic Classification (SEC)

I A Please take a look at this list and tell me which of these items do you have at home?

(It could be owned by you, your family, or provided by the employer or it could be available in the house you live in; but it should be for the use of just you or your family)

We have a standard list of items that we use in all kinds of cities and villages. So don’t worry if an item appears irrelevant for you, or too ordinary-just go ahead and tell me which items you do have. We need this information just for survey purpose only.

Do you have a (ITEM) in your home (which is in working condition)?

CIRCLE ITEMS OWNED/HAVE AT HOME. TICK THE ITEM IF OWNED. ADD THE NO. OF TICKS IN THE BOX.

420

Items owned / have access at home

Circle

Tick

I A Electricity Connection 1.

Ceiling Fan 2.

LPG Stove

3.

Two Wheeler 4.

Colour TV

5.

Refrigerator 6.

Washing Machine

7.

PersonalComputer/ Laptop

8.

Car/Jeep/Van

9.

AirConditioner

10.

I B Does your family own any agricultural land, by agricultural land I mean land that is currently under cultivation or plantation?

I B Agricultural Land

11

421

Could you tell me something about the person who makes the biggest contribution to the running of the household. To what level has he studied?

RECORD IN GRID. USE GRID

Chief Earner: Education

No. of

Durables

(TRANSFER

FROM Q1)

Illiterate Literate

but no

formal

schooling/

School-

Upto 4

Years

School- 5

to 9 years

SSC/ HSC

Some

College

(incl a

Diploma)

but not

Grad

Graduate/

Post

Graduate:

General

Graduate/

Post

Graduate:

Profession

al

1. 2. 3. 4. 5. 6. 7.

None E3 E2 E2 E2 E2 E1 D2

1. E2 E1 E1 E1 D2 D2 D2

2. E1 E1 D2 D2 D1 D1 D1

3. D2 D2 D1 D1 C2 C2 C2

4. D1 C2 C2 C1 C1 B2 B2

5. C2 C1 C1 B2 B1 B1 B1

6. C1 B2 B2 B1 A3 A3 A3

7. C1 B1 B1 A3 A3 A2 A2

8. B1 A3 A3 A3 A2 A2 A2

9. + B1 A3 A3 A2 A2 A1 A1

thesis draft 25 october 2014 -...

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