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AVT Project Questionnaire
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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 4 years 3 years
2 years 1 year
2. Which of the following Tea products do you purchase most from
AVT?
AVT Rajah AVT Premium AVT Assam
AVT Gold cup AVT Manalaroo
3. Which is your Preferred Brand for Tea consumption?
AVT Tea Three Roses Red label
Kannan Devan Tata tea
4. While comparing to other competitors, what are the benefits of
AVT Tea Products?
Affordable price Availability Acceptability
Perceived quality Product attributes
Jai Bharath school of management studies 87
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 Gift coupons Discount offers
Festival Offers Other promotions
6. Who promote your purchase intentions for AVT Tea over other
Brands?
Self Friends Retailers
Family Media
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)
Options Very High(5)
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 probably probably not
Might or might not never
9. Which factor makes you familiar with AVT Tea?
Brand associations Brand awareness Brand personality
Brand loyalty Brand quality
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A study on the effects of brand associations of AVT Tea among homemakers
10. Rate the brand associations’ which has influence your brand preference?
(Please put tick on corresponding box)
Brand associations of AVT
TeaExcellent
Very
goodGood 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 promotions
Product attributes Other factors
12.How do you rank AVT Brand products based on the following
parameters?
Expertise Trust worthiness Quality
Liability None of these
Jai Bharath school of management studies 89
A study on the effects of brand associations of AVT Tea among homemakers
13.Which attribute of the AVT Tea products inspire you to go for
AVT?
Quality Quantity Promotions
Price Packaging
14.Do you think this Brand Quality is unique to AVT?
Certainly Probably Probably not
Might or might not Never
15.How do you rate the Quality guarantee provided by AVT Tea?
Excellent Good Average
Poor Very Poor
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 Improved Quality More promotions
More Quantity Less Price
18.Are you ready to buy the other brand extensions of AVT
products?
Yes No Can’t say
Jai Bharath school of management studies 90
A study on the effects of brand associations of AVT Tea among homemakers
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 Quality product Affordable product
Available product other benefits
21. 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 No
1. Effects of Brand Associations
2. Influence of Brand Preference
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A study on the effects of brand associations of AVT Tea among homemakers
22.How do you rate AVT Tea products in terms of overall excellence?
5 Stars 4 Stars 3 Stars
2 Stars 1 Star
Suggestions for improvement………………………………………………………….
…………………………………………………………………………………………
……..……………………………………………………………………………………
Jai Bharath school of management studies 92
A study on the effects of brand associations of AVT Tea among homemakers
ISO 9001:2008 Certification
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A study on the effects of brand associations of AVT Tea among homemakers
(Source: scanned from company records)
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A study on the effects of brand associations of AVT Tea among homemakers
Food Safety System Certification
(Source: scanned from company records)
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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.
Respondents
X Y Respondents
X Y Respondents
X Y Respondents
X Y
1 5 4 26 5 4 514 4
765 4
2 4 4 27 5 4 524 3
774 3
3 5 5 28 5 4 535 4
783 3
4 5 5 29 5 4 544 4
794 3
5 5 4 30 5 4 555 4
804 3
6 5 4 31 5 4 564 3
815 4
7 5 5 32 5 4 575 4
824 3
8 3 2 33 4 3 584 3
834 3
9 5 4 34 5 4 595 4
844 3
10 5 4 35 4 4 605 4
855 4
11 5 4 36 5 4 614 3
864 3
12 5 5 37 5 4 624 4
875 4
13 5 4 38 4 3 635 4
883 2
14 4 3 39 5 4 644 3
895 4
15 5 4 40 4 4 653 3
904 3
16 5 4 415 4
664 3
913 2
17 3 2 425 4
675 4
924 3
18 5 4 435 4
684 4
933 2
19 5 4 444 3
694 3
945 4
20 5 4 455 4
705 4
953 3
21 5 4 465 4
714 3
963 2
22 3 2 474 3
724 3
974 3
23 5 4 485 4
733 3
983 2
24 5 4 495 4
744 3
993 3
25 5 4 50 5 4 75 4 3 100 5 4
Jai Bharath school of management studies 96
A study on the effects of brand associations of AVT Tea among homemakers
(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
Respondents
X Y Respondents
X Y Respondents
X Y Respondents
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
4 4 5 29 4 5 54 3 2 79 4 4
5 5 5 30 4 5 55 4 5 80 3 3
6 5 5 31 5 5 56 4 4 81 4 4
7 4 5 32 4 4 57 4 5 82 4 4
8 3 2 33 4 5 58 4 5 83 4 3
9 4 5 34 5 5 59 4 4 84 3 3
10 5 5 35 4 5 60 4 5 85 3 3
11 5 5 36 4 5 61 4 5 86 4 4
12 4 5 37 4 5 62 4 4 87 3 3
13 5 5 38 4 5 63 4 5 88 4 5
14 3 2 39 4 4 64 4 5 89 5 5
15 5 5 40 4 5 65 4 4 90 3 2
16 5 5 41 4 4 66 4 5 91 4 5
17 4 5 42 4 5 67 4 4 92 5 5
18 5 5 43 3 2 68 4 5 93 3 2
19 4 5 44 4 5 69 4 4 94 4 5
20 4 5 45 4 5 70 4 5 95 4 4
21 5 5 46 3 2 71 4 5 96 3 2
22 4 5 47 4 5 72 4 4 97 4 5
23 4 5 48 4 5 73 4 5 98 5 5
24 5 5 49 4 5 74 4 4 99 3 2
Jai Bharath school of management studies 97
A study on the effects of brand associations of AVT Tea among homemakers
25 4 5 50 3 2 75 4 5 100 4 5
(Source: MS Excel data analysis)
Jai Bharath school of management studies 98