Brand Audit Questionnaire

(Brand Being Audited: Motorola)

Awareness & Usage

Name the brands of mobile handset you can

think of?

Think of
1. ……………. ………..
2. ……………………….
3. ………………………
4. ………………. ……...
5. ……………………….
6. ……………………….
7. …………………. ……

(Write names under ‘Think of’ column. Please provide as

many names as you can think of before ticking the one
Bought last time and if you are a Regular User. Column 2 and
3 should be answered after answering column 1)

Please rank these brands in order of your

preference

Nokia Samsung Sony

Erission

Blackberry LG Motorola

i-Phone

Which hand set are you using now ?

Brand …………………………. Model
………………………………….

How much are you willing to spend for a mobile

handset ?

1. Less than 3000 ( ) 2. Between

3000 – 5000 ( )

3. 5000 – 10,000 ( ) 4. 10,000 –

15,000 ( )

5. 15,000 – 20,000 ( ) 6. Above 20,000

( )

Try to associate the logos with its owner

……………………… …………………….
………………………
…………………… …………………….
……..……………

…………………………

Try filling up the missing letters below for

these brand names.

a. _OK_A b. S_M_U_ _ c. S_ NY
E_IC_S_N

d. L_ e. I P_ON_ f. B_ACK B_R_Y

 Brand Personality

Which brand or brands do these following

words (adjectives) truly describe? Tick the
appropriate brand.Please tick one .

NOKIA MOTOROLA SONY

ERICSSON SAMSUNG
a. Down-to-earth [ ] [ ] [ ]
[ ]
b. Honest [ ] [ ] [
] [ ]
c. Cheerful [ ] [ ] [
] [ ]
d. Daring [ ] [ ] [
] [ ]
e. Imaginative [ ] [ ] [
] [ ]
f. Up-to-date [ ] [ ] [
] [ ]
g. Reliable [ ] [ ] [
] [ ]
h. Intelligent [ ] [ ] [
] [ ]
i. Successful [ ] [ ] [
] [ ]
j. Upper Class [ ] [ ] [
] [ ]
k. Tough [ ] [ ] [
] [ ]

If Motorola were a popular Indian film star

then it would have been

a) Akshay kumar ( ) b) Amitab Bacchan (

) c) John Abharaham ( )
d) Aamir Khan ( ) e) Abhishek Bacchan
( ) f ) Paresh Raval ( )
Please justify your choice
……………………………………………………………
……………………………………………………………
……………………………………………………………
……………………………………………

Brand Equity
1 Attitude Towards the Brand- Relative Brand

What do you think of Motorola

Unappealing 1 2 3 4 5 6 7
Appealing

Low Quality 1 2 3 4 5 6 7
High Quality

Unpleasant 1 2 3 4 5 6 7
Pleasant

Unknown 1 2 3 4 5 6 7
Popular

Ordinary 1 2 3 4 5 6 7
Prestigious

Plain & simple 1 2 3 4 5 6 7

Smart and stylish

Affordable 1 2 3 4 5 6 7
Expensive

Reliable 1 2 3 4 5 6 7
Unreliable
Easily available 1 2 3 4 5 6 7
Not easily available

2 Purchase Intension

I will certainly buy a new mobile phone in next

5 months

Disagree 1 2 3 4 5 6
7 Agree

The brand I will buy would be ……………………………

3 Purchase Behavior

What would be the price range

…………………………

4 Customer satisfaction

I am happy with the basic features of my cell

phone ( Talk & SMS)

Disagree 1 2 3 4 5 6
7 Agree

I am happy with the special features of my cell

phone (Advanced connectivity, Software
compatibility,3G etc)

Disagree 1 2 3 4 5 6
7 Agree
Any new features that if added to your phone
will make it more useful

………………………………………………………………………………
……....................

Product Attributes

Rate these brands on the following aspects. 1-

Least Satisfactory and 5-Very Satisfactory

NOKIA MOTOROLA
SONY ERISSION
 Design 12345 12345
12345
 Camera 12345 12345
12345
 Video 12345 12345
12345
 Music 12345 12345
12345
 Software compatibility 12345 12345
12345
 Connectivity 12345 12345
12345
(Bluetooth, Infrared, Internet, USB connect, GRPS)
 Battery Backup 12345 12345
12345
 Availability 12345 12345
12345
 Reliability 12345 12345
12345
 After-sales Service 12345 12345
12345
(Complaint response time, Type of workforce at the Service
center, Location of service center, After sales follow up)
 Value for money 12345 12345
12345
 Brand Reputation 12345 12345
12345
 Adds prestige to your 12345 12345
12345
image
 Software updates 12345 12345
12345
 Rugged 12345 12345
12345
 Delicate 12345 12345
12345

Overall 12345 1234

5 12345

Image / Associations

For which brand or brands, the following

statement is true?

NOKIA
MOTOROLA SONY ERICSSON
Always maintains a high level of quality [ ] [ ]
[ ]
Worth its price [ ] [ ]
[ ]
I prefer this brand [ ] [ ]
[ ]
I recommend this to others [ ] [ ]
[ ]
It has something that other brands do not [ ] [ ]
[ ]
It gives a feeling of pride and confidence [ ] [ ]
[ ]
to its users
I am a loyal user of this brand [ ] [ ]
[ ]
My kind of people like this brand [ ] [ ]
[ ]
I am satisfied with this brand [] []
[]
I intend to go on buying this brand in future [] []
[]
I trust this brand very much [] []
[]

Dollar metric Test

1. Motorola RAZR2 V8 is priced at Rs12,400. How much more

or less will you be willing to pay to obtain an equivalent
model (same features) of NOKIA Rs ________more or RS
__________ less

2. Motorola RAZR2 V8 is priced at Rs12,400. How much more

or less will you be willing to pay to obtain an equivalent
model (same features) of Sony Ericssion Rs ________more
or RS __________ less

3. Motorola RAZR2 V8 is priced at Rs12,400. How much more

or less will you be willing to pay to obtain an equivalent
model (same features) of Samsung Rs ________more or
RS __________ less
4. Motorola RAZR2 V8 is priced at Rs12,400. How much more
or less will you be willing to pay to obtain an equivalent
model (same features) of LG Rs ________more or RS
__________ less

Identification &
Classification

Name _______________________
Phone____________________

Occupation ____________________ Organization

_______________

Gender: M F
( ) ( )

Age Group: 16-20 21-25 26-30 31-35

( ) ( ) ( ) ( )

Education: HSC Junior College Graduate Post

Graduate
( ) ( ) ( ) ( )

Family Size 1 2 3 4 5 >5

( ) ( ) ( ) ( ) ( ) ( )