MAINBODY OF QUESTIONNAIRE 1. The basic information about the target: 1.1 Demographic information Your age A. 18-25; B.

. 25-35; C. 35-45 Your educational background A. High school; B. Undergraduate C. Graduate; D. Master; E. Above master. Your occupation/prospective occupation: A. Finance; B. Architecture; C. Law; D. Media and press; E. Mechanics; F. Telecommunication; G. Education; H. Medicine; I. Other, please note:_______

 Which amongst the following car brand is your favourite in small car segment? ( Tick top 3) A) Maruti (Swift, Zen, Alto, Wagon R, A star) B) Hyundai (Santro, i20, i10) C) Honda (Brio) D) Nissan (Micra) E) Volkswagen (Polo) F) Skoda (Fabia) G) Tata (Indica) H) Chevrolet (Spark ,Beat ,Aveo) I) Fiat (Punto)

Do you pay attention to certain attributes ( like only price , only design , only mileage , only quality ) or the overall brand image of the car brand during the time of purchase ? A) Single Attribute B) Overall brand image According to you , which amongst the following contribute maximum to the brand image of a car brand ? ( Rate on a scale of 1 5 ) ( Please tick )

1)maximum contribution 1) Attributes and Functions ( Price , Design , Mileage etc ) 2 )Quality of Car

2) strong contribution

3) neutral contribution

4) not much contribution

5) No contribution

3) Advertisements and other marketing communication efforts by company ( sales promotion , PR etc ) Peer group experience or your own experience with the brand

 Do you have much knowledge of various attributes of a car ? A) Yes , I have the best knowledge about various attributes of a car B) Yes , But I am still oblivious about certain attributes C) Neutral , I have Neutral knowledge about various car attributes D) No , I dont have enough knowledge about various car attributes E) No , I dont have any knowledge about various attributes of a car

From Where do You obtain Information to buy a product like car ? ( Tick top 3 ) A) TV Advertisement B) Internet/Forums C) Radio D) Magazines E) Newspaper D) Direct Sales

Have you noticed the advertisements and other marketing communication efforts made by the car campanies ? If Yes , Did they have an impact on you and your preference for that brand ? A) YES B) NO Mention ad -

What amongst the following impacted you the most in preferred advertisement or campaign you mentioned above ? A) The appeals used in the advertisement / Campaigns ( Fear , Humour, Sex , Rationale etc ) B) Discounts , gifts promised C) Attractiveness of Advertisement / campaign ( includes innovative advertising ) D) Good reviews given by critics E) Celebrity used to promote the brand F) Association / placement of brand/ brand advertisement with your favourite movie, Sports event E) Direct experience, exhibitions by car brand

 Will you care about the judgement of others before buying a car ? A) Yes , Always B) Yes, But I would rely more on my own information search and preference for that brand C) Both , I will give equal importance to both judgement of others and my own preference for that brand D) No , I will mostly rely on my own information search and preference for the brand and rely very little on judgements of others E) No , Not at all

Which amongst the following marketing communication elements will you consider the most before making a decision to purchase a small segment car A) Media advertising ( Advertisements on TV , Radio , Newspapers ) B) Sales Promotions techniques ( Discount on product , free gifts etc ) C) Internet / Social media promotions ( Includes promoting product on forums etc ) D) Publicity and PR ( Press release , news articles , reviews by experts ) E) Event marketing ( Promotions in/at live shows , movies , sports events )

How much do you consider the effect of word of mouth way of communication in shaping your current or prospect purchase decisions or attitude towards the brand ? 1) very much 2) somewhat 3 ) undecided 4) not really 5) not at all

How much do you consider the effect of opinion leaders ( celebrity , popstars , sports personalities ) in shaping your current or prospect purchase decisions or attitude towards the brand ? 1) very much 2) somewhat 3 ) undecided 4) not really 5) not at all

 Do you think accessibility of information related to small car segment is high enough around you ? A) Yes , very good B) Good , But with some irrelevant information C) Moderate D) Not good because of lack of information channel and media E) Bad , with a lot of irrelevant information

Amongst the following information that a car brand communicate to you which one do you find irrelevant/ displeasing ? A) Advertisement on TV , Radio , Internet repeatedly B) Emails , smss with propaganda information C) Advertisements that pop up on internet D) Exhibitions in retail stores and other public places E) Advertisements in certain areas like movies , dramas , sports events etc F) Posted brochures, Pamphlets G) Exaggerated information about the product received by salesperson or opinion leaders Advertisements and other marketing communication efforts made by a company helps in building confidence in customers that they have purchased the right product (car) and help solve the problem of post purchase dissonance. 1) Strongly agree 2) Agree 3) Neutral 4) Disagree 5) Strongly disagree