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 SAMSUNGa. 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 Equity1 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 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Camera 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Video 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Music 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Software compatibility 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Connectivity 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 (Bluetooth, Infrared, Internet, USB connect, GRPS) Battery Backup 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Availability 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Reliability 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 After-sales Service 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5(Complaint response time, Type of workforce at the Service center, Location of service center, After sales follow up) Value for money 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Brand Reputation 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Adds prestige to your 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

image Software updates 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Rugged 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Delicate 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

Overall 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 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 ( ) ( ) ( ) ( ) ( ) ( )