Survey Questionnaire

The Impact of Marketing Communication on Brand Equity

Respondents Personal/Organizational Information Name: _____________________________

Gender: Designation: Age: ________ ____________________

Key: 1 = SD: Strongly Disagree 4 = Agree 2 = DA: Disagree 3= N: Neither Agree nor Disagree

5 = SA: Strongly Agree

Please show your level of agreement by marking tick () in the given options.

Questions Advertising: 1 2 Advertising campaigns for Coca Cola are frequent. Dew is intensively advertised.

SD D A

SA

1 1

2 2

3 3

4 4

5 5

Advertising campaigns for Pepsi are more expensive than advertising campaigns for competing brands. Brand Awareness:

4 5 6 7

Samsung is very well known to me. Nokia is not known to me. I know Pepsi very well. I am acquainted with Coca Cola.

1 1 1 1

2 2 2 2

3 3 3 3

4 4 4 4

5 5 5 5

Brand Equity: 8 9 10 11 It makes sense to buy Samsung instead of some other brand even if these two brands are the same. If another brand is not different from Nokia in any way, it would still seem smarter to buy this brand. Even if another brand had the same characteristics as Pepsi, I would rather buy this brand. If there was another brand of the same quality as Dew, I would rather buy Dew. Perceived quality: 12 13 14 15 16 Pepsi brand is of high quality. The likely quality of Dew is extremely high. The likelihood that Samsung will be satisfactory is very high. Coca Cola brand is characterized by its continuous innovation. Samsung is a quality leader within its category. 1 1 1 1 1 2 2 2 2 2 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5

Brand Loyalty: 2

18 19 20 21

I consider myself to be loyal to Nokia brand. Pepsi would be my first choice Samsung brand fulfilled my expectations the last time I bought it I will suggest Pepsi to other consumers

1 1 1 1

2 2 2 2

3 3 3 3

4 4 4 4

5 5 5 5