Purpose of this research is to gauge insights on factors contributing to brand loyalty and related factors at Kentucky Fried Chicken.

Your views are highly valued and will be dealt with strict confidentiality. 1) Age: !) Gender: ") Department: #) Designation: $) Org. Tenure

S
Check only one:
% & ' ( ) * Y + ) & , ,

A
) & , ,

N
, % & + *

D
. / + ) & , ,

S
% & ' ( ) * Y 0 . / + ) & , ,

BRAND LOVE:
1 0o you find KFC product prices reasonable2 1 3eing a price sensitive custo4er5 does change in prices affect the love of this brand2 1 %he products 6deals) offered by the co4pany are enough to generate satisfaction5 loyalty and love for the brand for a long period of ti4e2 1 0oes the increasing knowledge about healthier lifestyle stop you fro4 beco4ing a brand loyal towards KFC2 1 0o you think KFC provides the best fast food a4ong all the food chains in town2 1 0oes the food 7uality provided by KFC lead to brand love2 1 0o you think dine out perfor4ance of KFC is good enough to indulge its custo4ers in beco4ing brand loyal2 1 0oes your love for the brand rese4ble an interpersonal love that is passionate5 possessive and selfless in nature2 1 0oes association and love for the brand lead to preference for such product and services2 1 3y offering discounts for you to engage with the brand regularly5 would this help you develop a closer relationship and increase your brand loyalty with the brand in 7uestion2

CELEBRITY ENDORSE ENT:

1 0o you believe products specifically advertised by the celebrities are of

good 7uality2 1 0o you think celebrity endorse4ent is influential to a purchase decision2 1 +re popular celebrities good brand a4bassadors and investing in the4 is a good strategy2 1 0oes your favorite celebrity who is a brand a4bassador of a particular brand bring out custo4er loyalty in you for that brand2 1 8ill you stop buying a brand if your favorite celebrity endorsing it got involved in a scandal2 1 0o you think the sense of si4ilarity between yourself and the celebrity endorser as influential when 4aking a purchase decision2 1 .n a buying situation5 do you think price of the product is relatively less influential when your favorite celebrity is endorsing it2

BRAND SALIENCE:
1 0o you consider this brand your first choice when you are in a situation of buying food stuff2 1 .f this brand were to raise their prices5 . would continue to consider their products at the first place 1 0ue to the pro4inence of this brand5 you recall it first at the ti4e of purchase decision2 1 .n a buying situation5 you are often driven by 4ental 9cues: that trigger your thoughts around brand consideration sets2 1 0oes a recent bad e;perience affect negatively the recalling of that brand when you are to 4ake a purchase decision2 1 0o advertise4ent and 4edia which help in the recall of the products and services provided by KFC2 1 0o the place and space of the advertise4ent play an i4portant role in the recall of KFC when you are to 4ake a purchase decision2 1 0o the product:s styling and price5 the package:s shape and color5 the salesperson:s 4anner and dress5 the place:s d<cor place any i4age of KFC in your 4ind2

SOCIAL SEL!:
1 0o KFC products generate self=estee4 and dignity2 1 .f your self=identity is in line with KFC5 it can be argued that you are in a close relationship2 1 0oes the brand i4age of KFC enable you to identify the needs that the brand satisfies and to differentiate the brand fro4 its co4petitors2 1 .f the i4age of KFC is in line with your self=identity5 it increases the likelihood that you will purchase the brand2 1 0o the sy4bolic benefits of KFC are associated with the underlying needs for social approval or your personal e;pressions2 1 0o you relate your social self to a brand personality2

Thank you for your time