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  • Purchase decision involvement and perceived brand differences

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    PraveenSingh
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    The document contains surveys measuring consumers' purchase decision involvement, perceived brand parity and trust, and perceptions of brand personality for an unnamed product category. For purchase decision involvement, most respondents said they would not care which brand they purchased and that making the right choice was not important. On perceived brand parity, most felt the major brands were alike rather than different. Regarding perceived brand trust, most respondents disagreed that the brand had their best interests at heart or was committed to customer satisfaction. The brand personality survey measured perceptions on 5 dimensions: sincerity, excitement, competence, sophistication, and ruggedness.

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    Original Title

    Brand Audit Assignment Scales

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    The document contains surveys measuring consumers' purchase decision involvement, perceived brand parity and trust, and perceptions of brand personality for an unnamed product category. For purchase decision involvement, most respondents said they would not care which brand they purchased and that making the right choice was not important. On perceived brand parity, most felt the major brands were alike rather than different. Regarding perceived brand trust, most respondents disagreed that the brand had their best interests at heart or was committed to customer satisfaction. The brand personality survey measured perceptions on 5 dimensions: sincerity, excitement, competence, sophistication, and ruggedness.

    Copyright:

    © All Rights Reserved
    Download as XLSX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    40 views9 pages

    Purchase decision involvement and perceived brand differences

    Uploaded by

    PraveenSingh
    The document contains surveys measuring consumers' purchase decision involvement, perceived brand parity and trust, and perceptions of brand personality for an unnamed product category. For purchase decision involvement, most respondents said they would not care which brand they purchased and that making the right choice was not important. On perceived brand parity, most felt the major brands were alike rather than different. Regarding perceived brand trust, most respondents disagreed that the brand had their best interests at heart or was committed to customer satisfaction. The brand personality survey measured perceptions on 5 dimensions: sincerity, excitement, competence, sophistication, and ruggedness.

    Copyright:

    © All Rights Reserved
    Download as XLSX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 9

    Purchase decision involvement (PDI)

    1 In selecting from many types and brands of this product available in the market, would y
    1
    2
    3
    I would not care at all as to
    which one I buy
    2 Do you think that the various types and brands of this product available in the market a
    1
    2
    3
    They are alike
    3 How important would it be to you to make a right choice of this product?
    1
    2
    3
    Not at all important
    4 In making your selection of this product, how concerned would you be about the outcom
    1
    2
    3
    Not at all concerned
    Perceived Brand Parity

    5 I can't think of any differences between the major brands of _______.


    Strongly disagree
    5
    4
    3
    2
    6 To me, there are big differences between the various brands of _____.
    Strongly agree
    5
    4
    3
    2
    7 The only difference between the major brands of _______ is price.
    Strongly disagree
    5
    4
    3
    2
    8 _______ is _________; most brands are basically the same
    Strongly disagree
    5
    4
    3
    2
    9 All major brands of ________ are the same.
    Strongly disagree
    5
    4
    3
    2
    Note: ___- where the pdt category of interest is inserted. Item 2 requires reverse scoring
    Perceived Brand Trust
    10 _________ is interested in more than just selling me a ______(pdt) and making a profit.
    totally disagree
    5
    4
    3
    2
    11 There are no limits to how far _______ will go to solve a problem I might have
    totally disagree
    5
    4
    3
    2
    12 _________ is genuinely committed to my satisfaction.
    totally disagree
    5
    4
    3
    2
    13 _________ will do whatever it takes to make me happy.
    totally disagree
    5
    4
    3
    2
    14 When I see a ______ advertisement I believe the information in it is accurate.

    totally disagree

    5
    4
    3
    2
    15 Most of what ______ says about its _____(pdt) is true.
    totally disagree
    5
    4
    3
    2
    16 I think some of ______ claims about its ____(pdt) are puffed up to make them seem bette
    totally agree
    5
    4
    3
    2
    17 If _____ makes a claim or promise about its product, it's probably true.
    totally disagree
    5
    4
    3
    2
    18 My_____ is very reliable.
    totally disagree
    5
    4
    3
    2
    19 I feel I know what to expect from my______.
    totally disagree
    5
    4
    3
    2
    20 If I bought another ____(pdt) from _______ I feel like I would know what to expect.
    totally disagree
    5
    4
    3
    2
    Brand Personality
    Trait (Items)
    1 Down-to-earth
    Family-oriented
    Small-town
    Honest
    Sincere
    Real
    Wholesome
    Original
    Cheerful
    Sentimental
    Friendly
    2 Daring
    Trendy
    Exiting
    Spirited
    Cool
    Young
    Imaginative
    Unique
    Imaginative
    Unique
    Up-to-date
    Independent

    Note: The brand personality scale has five di


    The items are scored on 5-point Likert s
    Dimension

    Sincerity

    Excitement

    Contemporary
    3 Reliable
    Hard working
    Secure
    Intelligent
    Technical
    Corporate
    Successful
    Leader
    Confident

    Competence

    4 Upper class
    Glamorous
    Good Looking
    Charming
    Feminine
    Smooth

    Sophisticated

    5 Outdoorsy
    Masculine
    Western
    Tough
    Rugged

    Ruggedness

    ilable in the market, would you say that:


    4
    5
    6

    7 I would care a great deal as


    to which one I buy
    ct available in the market are all vary alike or are all very different?
    4
    5
    6
    7
    They are all different
    his product?
    4
    5
    6
    7
    Extremely important
    uld you be about the outcome of your choice?
    4
    5
    6
    7
    Very much concerned

    _______.
    Strongly agree
    1
    of _____.
    Strongly disagree
    1

    rice.
    Strongly agree
    1
    Strongly agree
    1

    Strongly agree
    1
    m 2 requires reverse scoring

    pdt) and making a profit.


    totally agree
    1
    em I might have
    totally agree
    1
    totally agree
    1
    totally agree
    1
    in it is accurate.

    totally agree
    1

    totally agree
    1
    p to make them seem better than they really are.
    totally disagree
    1
    ably true.
    totally agree
    1
    totally agree
    1

    totally agree
    1
    now what to expect.
    totally agree
    1

    ersonality scale has five dimensions and 42 items


    re scored on 5-point Likert scale ranging from not at all descriptive (1) to extremely descriptive (5)

    y descriptive (5)

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