Appendix i: Questions for Questionnaire Survey

Part A: Demographic characteristics of the respondent

1. Name of the respondent:...........................................................
2. Gender of the respondent: Male

Female

3. Age group of the respondent (years): 20-29

30-39

40-49

Asian

African

50-above
4. Social background of the respondent: British
Other European (excluding British)
Part B: Concept and perception on brand image of Tesco plc
5. What are the major attributes of a brand like Tesco plc in the UK retail
supermarket?
i. Quality
ii. Price
iii. Position
iv. Promotion
v. Aesthetics
6. To what extend brand image of Tesco plc is important to you?
i. Very important
ii. Important
iii. Neither important nor unimportant
iv. Not very important
v. Not at all important
7. Are you satisfied with Tesco brand in the UK retail supermarket?
i. Extremely satisfied
ii. Satisfied
iii. Fairly satisfied
iv. Somehow satisfied
v. Not at all satisfied

Part C: Impact of brand image of Tesco plc on consumer purchase behaviour in the
UK retail supermarket
8. How does the brand image influence purchase decision and purchase behaviour
i. Strongly does not matters
iv. Matters

ii. Does not matters

iii. No comments

v. Strongly matters

9. Are you agree that brand image has positive influence on consumer purchase
behaviour?
i. Strongly disagree
ii. Disagree
iii. Neither agrees nor disagrees
iv. Agree
v. Strongly agree
10. Does Tesco plc has built strong brand image in the UK retail supermarket?
Yes

No

11. Does brand image is considered as a key factor while making purchase decision in
the UK retail supermarket?
Yes

No

12. To what extent brand image of a product/service and/or organization plays role to
influence buying behaviour of a customer
i. Very important
ii. Important
iii. Neither important nor unimportant
iv. Not very important
v. Not at all important
13. How Tesco plc can increase its brand image in the UK retail supermarket and
thus to influence consumer to make purchase at the business
i. Providing quality products and services
ii. Creating customer convenience
iii. Building interactive communication with customers
iv. Developing effective marketing mix
v. Others (specify).....
14. In your opinion, does brand image of Tesco plc has positive relationship with
consumer purchase behaviour in the UK retail supermarket
Yes

No