An investigation of the factors affecting

customer based brand equity: A case of

Burger King, Subang Jaya, Malaysia.
Dear Respondent,
My name is Fabrice Fosso
I would like you to take few minutes to answer to the following questions, as part of my
academic research at Cardiff Metropolitan University.
The purpose of this questionnaire is to help fast food restaurants in Subang Jaya, Malaysia, to
improve their products and services and to support future academic research.
Also be ensured that your information are only going to be used for an academic purpose.
Thanks.
*Required

Age *
16-21
22-27
28-33
34-39
40-45

46 and Above

Race *
Chinese
Malay
Indian
Foreigner
Others

Occupation *
A student
A worker
A business owner
Seeking for a job
Others

Gender *
Male
Female

Monthly Income *
The currency is in Malaysian Ringgits (MYR)
0-1000
1000-2000
2000-4000
4000-8000
8000-16000
16000-Above

1.From a scale of 1 to 5 kindly rate your general view of Burger King Brand image *
If you choose 1 it means you strongly disagree and 5 strongly agree
1

Pleasing
Positive
Like

2.From a scale of 1 to 5 kindly rate Which of the following describe how you perceive a good
brand. *
Kindly tick the box(es) that re]ect the best your opinion
1
Innovative and
quality product

Customer oriented
Competitive prices

3.From a scale of 1 to 5 kindly rate How much do you agree with the following statements? *
1

When I want to eat

a fast food, I will
purchase at
Burger King
I found the staff
working at Burger
King customers
oriented
I like Burger King
because their
products are good

5.From a scale of 1 to 5 kindly rate Your familiarity with Burger King *

1

I am familiar with
Burger King
I often eat at
Burger King
I have been
consuming Burger
King for a very
long time

4.From a scale of 1 to 5 kindly How familiar are you with the following brands? *
The familiarity with a brand means how often you experience the brand and how good you know the
brand. If you have never heard about one of the brand below, please leave the rating space blank
1

KFC
Burger King
McDonald

6-From a scale of 1 to 5 How much would agee with the following based on your familiarity
with Burger King *
1
I am familiar with
Burger King since
my childhood
I am familiar with
Burger King
because of my
Parents

I am familiar with
Burger King
because of my
friends

7.Where do you usually see advertisements about Burger King? *

TV/Internet
Billboards/Newspapers/Magazine
Public transportation
Other:

8. From a scale of 1 to 5 Which of the following methods of communication will you agree are
the most appropriate for Burger King to increase its awareness *
Awareness is how easily you can recall or think at crst about a brand when you need to buy a product or
service
1

TV/Radio/Internet
Billboards/Newspapers/Magazine
s
Public places (transportation,
touristic sites etc...)

9.When you think of eating fast food which brand come Prst to your mind? *

10. From a scale of 1 to 5 Which of the following characteristics best illustrate Burger King? *
Only rate the characteristics that best describe Burger King.
1

Family oriented
Successful
Fun

11. From a scale of 1 to 5 How much does each illustration seem like you? Usually I seem as...
*
1
Someone who is
Family oriented
Someone who is
pretentious
Someone who is
easygoing and
fun

12. From a scale of 1 to 5 How much do you agree with the following statements *
1

I will buy from a

brand that re]ects
my personality
When I purchase
an item the
personality of the
brand does not
matter to me.
I like fast food
from a well-known
brand because it
makes me feel
different

13. From a scale of 1 to 5 How much would you agree about the following as determinants in
your purchase decision for a fast food *
From 1=Extremely Disagree to 5= Extremely Agree
1

Price
Quality of serice
Location

14.From a scale of 1 to 5, how good do you Pnd Burger King on the following aspects? *
1

Product quality
Menu variety
Health conscious

15. From your point of you, kindly rate from a scale of 1 to 5 which of the following quality
criteria characterize a good brand *
Tick the most appropriate answer(s)
1

Product Quality
and variety
Services and Staff
friendliness
Healthy product

16.How likely are you to carry on to repurchase at Burger King ?(Brand loyalty) *
1=Not at All Likely to 5=Extremely Likely
1

17.How likely are you to recommend Burger King to somebody else? *

1=Not at All Likely to 5=Extremely Likely
1

18.In general how satisfy are you with Burger King? *

1=Extremely Unsatisced to 5=Extremely satisced
1

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