Brand consumer perception Questionnaire

Name of the respondent:____________

Demographic Information:
1. Gender: Female____

Male____

2. Age group: 18-30

31-45

46-60

61+

3. Marital Status:
Single____

Married____

Divorced____ Widowed____

4. Level of Education:
Completed High School____ Some College____
Graduate School____

Graduate Degree____

Completed College____
Other____

5. Work status:
Unemployed____ Private sector_____ Public Sector ______ Retiree________
Student______

Consumer perception information:

1. What makes you notice a brand?

Quality
Advertisement
Endorser
Price
Other____________
2. Does country of origin affect your product purchase decision?
a) Yes
b) No
3. Do you drink domestic brands?
Yes No
4. What drink do you prefer?
1) Non-alcoholic,
2) Alcoholic,
3) Both

5. How many bottles (330ml) do you drink per week?

1 1-3 4-6 7-9 10
6. Can you list some of the brands you drink the most?
Write some: ____________________
7. Why do you purchase domestic product? Rank according to your own
opinion:
5 = Agree totally 4 = Agree 3 = Neither 2 = Agree partially 1 = Do not agree at all
54321
Quality *
Price
Design on the bottle

Advertisement
Sponsorship
Slogan
Brand name
Reputation
Circle of friends**
Lifestyle

*By quality we mean the taste.

** Circle of friends implies that you prefer the product as a result of friends and
family consuming it.

8. Has your consumption of domestic drinks changed throughout the years?

In that case, how and why?
________________________________________________________________________
________________________________________________________________________
9. What is your view on domestic brands?
Very good Good neither Bad Very bad
10. What do you associate the domestic brand with? Rank according to your
own opinion:
5 = Agree totally 4 = Agree 3 = Neither 2 = Agree partially 1 = Do not agree at all
54321
Trendy
Cool
Innovative
High quality
Youthful
Traditional
Boring
Advertisement
Sponsorship
Slogan
Other:________

11. How much influence does the advertisement have on your choice of
domestic product?
Very much A lot Neither Little Very little
12. Which of the following media will attract your attention? Rank according to
your own opinion:
5 = Very much 4 = Much 3 = Neither 2 = Little 1 = Very little 5 4 3 2 1
TV
Newspapers
Magazines
Internet
Radio
Outdoor media (advertisement pillars etc)
Other: ______
13. What do you think about the fact that companies use celebrities in their
advertising campaigns?
Very good Good Neither Bad Very bad
14. How does this affect your view of the brand?
Positively Negatively
Motivate: ________________________________________________________________
15. Would an advertisement with your idol affect your choice of domestic
product?
Yes No Motivate: _____________________________________________
16. What do you think if domestic products will have advertisement in English?
________________________________________________________________________
________________________________________________________________________
17. Would you have preferred the advertisement in Albanian instead?
Yes No Motivate:____________________________________________________________

18. What do you think about the fact that companies sponsor different sociocultural events?
Very good Good Neither Bad Very bad
19. How does this affect your view on the brand?
________________________________________________________________________
________________________________________________________________________
20. How does a brand's sponsorship affect your attitude towards the product?
Very much A lot Neither A little Very little
Motivate: _____________________________________________________________

Brand Loyalty information:

1. Are you a loyal customer for the products you buy?
a) Yes always. I stick to the same products.
b) Never. I keep experimenting with new products.
c) Only for quality products. Where it is a commodity, I choose the least-priced
product

2. Will you stick to the same product if their price is increased (and you are a
loyal customer to the product)?
a) Up to a certain limit in price increase
b) Yes, irrespective of the price increase
c) No. I may look for different products
3. Which of the following, according to you, help build a good brand image?
a) Quality
b) Communication strategies
c) Competitive pricing
d) Good value added services
e) Free trails and discounts
f)

Others

If Others, please specify ________________________________________________

Thanks for Your Participation