Appendix

Section 1- Personal details

1) Name:

2) Residential address:

3) Gender:

a) Male b) Female

4) Educational
qualification:

a) Primar a) S.S.C c) Graduation d) Polit graduation e.Professional

y holder degree

S) Age
(Years):
a) Below 30 b)31-40 c)41-50 d) 51 above

6) Number of members in your family

a.1, b. 2-3, c.3above

7) Family's monthly income (Rs)

a) Below 20,000 b) 20,001 - 40,000 c) 40,001- 60,000 d) 60,001 Above

8) What is your job?

a) Employee b) Businessman c) Professional d) Agriculturist

9) Type of building you are constructing:

a) Individual house b) Apartment c) Commercial complex d) Government

buildings
10) Expected cost of building (Rs):

a) Below 25 lakhs b) 26 - 35 lakhs c) 36 - 45 lakhs d) 45 lakhs IIP<Wl'

Section II - Purchase intensions

11) Area of your building:
a) <1000 sftb) 1001 - 5000 sft c) 5001 - 10000 sfl d) >10001 sft
12) Mark ( ) your opinion about ceramic tiles'?
a).good b)ok c) not bad d) low grade
13) Which media do you prefer while choosing the brand of tiles?

a) Word-of- mouth publicity b) Electronic media c) Print media d) Sales

14) If your preferable brand docs not meet some of your pre-purchase
expectations can you
choose to another brand?

a) Yes b) No

15)What is the purpose for which you require tiles?

a) Interior b) Exterior (elevation)

(flooring)
d) bath rooms
c) Parking area
16) Which type of tiles do you prefer for flooring?
b) Vitrified tiles
a) Ceramic
tiles
d) Glazed Vitrified
c) Porcelain
tiles

17)Which type of tiles do you prefer for elevation?

a) Ordinary b) Digital
type
d) Luster finish
c) Satin mat
18)Which type of tiles do you prefer for parking?

a) Nonnal ceramic h) Duro tiles

tiles
d) None of the above
c) Anti-skid tiles
19) Do your friends/family share shopping experiences?

a) Always b) Sometimes c) Occasionally d) Never

20) Where do you purchase the tiles?

a) Company outlet b) Distributor point c) Dealer shop d) Sub-dealer
shop.

Section Ill -Brand equity

assessment
21.Which is the moat preferable brand of ceramic tiles for your c nstruction'?
a)Jalmaon b. Kajaria c. Nltoo

Mark 'x' to indicate your level of agreement on 5-point scale with

cuch of the following statements, where:

Levels Scale
values
Strongly disagree 1
(SD)
Disagree (D) 2
Neutral (N) 3
Agree (A) 4
Strongly Agree s
(SA)·

Section IV Preferred
promotional media

22.Please rank the following ceramic tile brands for their ad,crtisin

Brand name Rank

 Johnson
Kajaria
Somany
Nitco

23.According to you which is the best media for ceramic tiles

advertisement'!

a) News paper ads b) Wall painting c) Display hours d) T.V ads

24.Which form of ad creates a greater impact on you'?

a) Just the printed words b) words with a visual

d)A moving action oriented ad c) picture depicting a

scene/story

25.How long does the impact of an advertisement on you

a) few hours b) one day c) one week d)One month

26.How often do you buy the same brand as you see in the ad?
a) Always b) most of the time c) sometimes d) never

27.Does the picture of a famous personality in the TV ad make you thmk uf

that?

a) the product is of high quality c) it must be expensive

b)the brand is facing intense competition d) it docs not affect you

28.Which newspaper do you prefer to read''

a) Eenadau b) Andra.jyothi c) Sakshi d) other

29.How often do you listen to the radio?

a)Everyday b) only while travelling/driving c) occasionally d) Rarely

30.Does FM radio advertisement create an urge in you to try the brand?
 a) Strong influencer b) keep the name at the back of mind c) Rarely
d)docs not matter

31.What is the reason for preferring a particular brand?

a)product range b) design of product c)quality
d)pricc range