Brand Audit Questionnaire

(Brand Being Audited: Nokia)

Awareness Usage

Nome the bronds of mobi/e hondset you con think of?

Tr|r| ol 8ougrl |asl l|re Regu|ar user
1. ...... [ | [ |
2. ...... [ | [ |
3. ....... [ | [ |
1. ....... [ | [ |
5. ....... [ | [ |
. ........ [ | [ |
Z. ........ [ | [ |

(wr|le rares urder 'Tr|r| ol' co|urr. P|ease prov|de as rary rares as you car
lr|r| ol before l|c||rg lre ore 8ougrl |asl l|re ard |l you are a Regu|ar user.
Co|urr 2 ard 3 srou|d oe arsWered aller arsWer|rg co|urr 1)

9/eose ronk these bronds in order of your preference


No||a 3arsurg 3ory Er|ss|or

8|ac|oerry L0 Voloro|a

|-Prore

wh|ch hand set are you us|ng now ?

rand ........... Hode| ..............


what |s the pr|ce range of your present mob||e handset ?

1. Less lrar 3000 ( ) 2. 8elWeer 3000 - 5000 ( )



3. 5000 - 10,000 ( ) 4. 10,000 - 15,000 ( )

5. 15,000 - 20,000 ( ) . Aoove 20,00 ( )




@ry to ossociote the /oqos with its owner






........ ......... .........



..........



@ry fi//inq up the missinq /etters be/ow for these brond nomes

a. **A o. 3*V*u* * c. 3* NY E*C*3*N

d. L* e. P*N* l. 8*AC 8*R*Y





8rand ersona||ty

Jhich brond or bronds do these fo//owinq words {odjectives)
tru/y describe? @ick the oppropriote brond You con tick mu/tip/e

NA 3ory Er|cssor 3AV3uN0 Nore ol lrer
a. oWr-lo-earlr [ | [ | [ | [ |
o. loresl [ | [ | [ | [ |
c. Creerlu| [ | [ | [ | [ |
d. ar|rg [ | [ | [ | [ |
e. rag|ral|ve [ | [ | [ | [ |
l. up-lo-dale [ | [ | [ | [ |
g. Re||ao|e [ | [ | [ | [ |
r. rle|||gerl [ | [ | [ | [ |
|. 3uccesslu| [ | [ | [ | [ |
j. upper C|ass [ | [ | [ | [ |
|. Crarr|rg [ | [ | [ | [ |
|. uldoorsy [ | [ | [ | [ |
r. Tougr [ | [ | [ | [ |


lf this brond were o popu/or lndion fi/m stor then it wou/d hove
been

a 1|s|a |aua ( t 1u|iat ra|aa ( )|a 1t|aa|au (

! 1au| ||aa ( 1t||s|| ra|aa ( (ras| raca| (


r|as asi|( a ||
...........................................
...........................................

rand Equ|ty
1 Att|tude Towards the rand

what do you th|nk of Nok|a

urappea||rg 1 2 3 1 5 Z Appea||rg

LoW 0ua||ly 1 2 3 1 5 Z l|gr 0ua||ly

urp|easarl 1 2 3 1 5 Z P|easarl

ur|roWr 1 2 3 1 5 Z Popu|ar

rd|rary 1 2 3 1 5 Z Presl|g|ous

P|a|r & s|rp|e 1 2 3 1 5 Z 3rarl ard sly||sr

Allordao|e 1 2 3 1 5 Z Expers|ve

Re||ao|e 1 2 3 1 5 Z urre||ao|e

Eas||y ava||ao|e 1 2 3 1 5 Z Nol eas||y ava||ao|e



2 Purchase |ntens|on

| w||| certa|n|y buy a new mob||e phone |n next 5 months

|sagree 1 2 3 1 5 Z Agree

The brand | w||| buy wou|d be ...........




3 Purchase ehav|or

|f g|ven a chance to change your present mob||e phone you w||| go
for ..............

what wou|d be the pr|ce range ..........

4 6ustomer sat|sfact|on

| am happy w|th Hy present brand

|sagree 1 2 3 1 5 Z Agree


Product Attr|butes

ote these bronds on the fo//owinq ospects 1Leost 5otisfoctory
ond 5very 5otisfoctory

NA 3ory Er|cssor 3AV3uN0
es|gn 1 2 3 1 5 1 2 3 1 5 1 2 3 1 5
6amera 1 2 3 1 5 1 2 3 1 5 1 2 3 1 5
'|deo 1 2 3 1 5 1 2 3 1 5 1 2 3 1 5
Hus|c 1 2 3 1 5 1 2 3 1 5 1 2 3 1 5
$oftware compat|b|||ty 1 2 3 1 5 1 2 3 1 5 1 2 3 1 5
6onnect|v|ty 1 2 3 1 5 1 2 3 1 5 1 2 3 1 5
(8|ueloolr, rlrared, rlerrel, u38correcl,0RP3)
attery ackup 1 2 3 1 5 1 2 3 1 5 1 2 3 1 5
Ava||ab|||ty 1 2 3 1 5 1 2 3 1 5 1 2 3 1 5
#e||ab|||ty 1 2 3 1 5 1 2 3 1 5 1 2 3 1 5
After-sa|es $erv|ce 1 2 3 1 5 1 2 3 1 5 1 2 3 1 5
(Corp|a|rl resporse l|re, Type ol Wor|lorce al lre 3erv|ce cerler, Local|or ol
serv|ce cerler, Aller sa|es lo||oW up)
'a|ue for money 1 2 3 1 5 1 2 3 1 5 1 2 3 1 5
rand #eputat|on 1 2 3 1 5 1 2 3 1 5 1 2 3 1 5
Adds prest|ge to your 1 2 3 1 5 1 2 3 1 5 1 2 3 1 5
|mage
$oftware updates 1 2 3 1 5 1 2 3 1 5 1 2 3 1 5


#ugged 1 2 3 1 5 1 2 3 1 5 1 2 3 1 5
e||cate 1 2 3 1 5 1 2 3 1 5 1 2 3 1 5

vera|| 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

age ] Assoc|at|ons

or which brond or bronds the fo//owinq stotement is true? You
con put ony number of ticks you wont

NA 3ory Er|cssor 3AV3uN0 Nore
A|Ways ra|rla|rs a r|gr |eve| ol qua||ly [ | [ | [ | [ |

worlr |ls pr|ce [ | [ | [ | [ |

preler lr|s orard [ | [ | [ | [ |

recorrerd lr|s lo olrers [ | [ | [ | [ |

l ras sorelr|rg lral olrer orards do rol [ | [ | [ | [ |

l g|ves a lee||rg ol pr|de ard corl|derce [ | [ | [ | [ |
lo |ls users

ar a |oya| user ol lr|s orard [ | [ | [ | [ |

l's a very spec|a| orard ard ras sore [ | [ | [ | [ |
ur|que lee||rgs aooul |l.

Vy ||rd ol peop|e |||e lr|s orard [ | [ | [ | [ |

ar lu||y sal|sl|ed W|lr lr|s orard [ | [ | [ | [ |

|rlerd lo go or ouy|rg lr|s orard |r lulure [ | [ | [ | [ |

lrusl lr|s orard very rucr [ | [ | [ | [ |






o||ar metr|c Test

1. NA EZ1 |s pr|ced al Rs 13,100. loW rucr rore or |ess W||| you oe W||||rg lo
pay lo oola|r ar equ|va|erl rode| (sare lealures) ol 3arsurg slar 30 Rs
********rore or R3 ********** |ess

2. . NA EZ1 |s pr|ced al Rs 13,100.loW rucr rore or |ess W||| you oe W||||rg lo
pay lo oola|r ar equ|va|erl rode| (sare lealures) ol |-Prore 30 Rs
********rore or R3 ********** |ess


3. NA EZ1 |s pr|ced al Rs 13,100.. loW rucr rore or |ess W||| you oe W||||rg lo
pay lo oola|r ar equ|va|erl rode| (sare lealures) ol 3ory Er|cssor Xper|a r|r|
Rs ********rore or R3 ********** |ess


4. NA EZ1 |s pr|ced al Rs 13,100.. loW rucr rore or |ess W||| you oe W||||rg lo
pay lo oola|r ar equ|va|erl rode| (sare lealures) ol 8|ac|oerry Curve Rs
********rore or R3 ********** |ess


dent|f|cat|on
C|ass|f|cat|on

Nare *********************** Prore********************

ccupal|or ******************** rgar|zal|or ***************

0erder: V F
( ) ( )

Age 0roup: 1-20 21-25 2-30 31-35
( ) ( ) ( ) ( )

Educal|or: l3C Jur|or Co||ege 0raduale Posl 0raduale
( ) ( ) ( ) ( )




Far||y 3|ze 1 2 3 1 5 >5
( ) ( ) ( ) ( ) ( ) ( )