Professional Documents
Culture Documents
I am interested in your perceptions about brands that you have switched from or now avoid. [By brand I mean a name of
a product, service or company that is a form of communication that conveys any number of meanings between people.
For example, Coke, Haleeb and Nokia are all brands. They are names that give you some sort of information about the
product] There is no right or wrong answer. The survey will take about 05 – 10 minutes to complete. All your answers to
the survey questions will be completely confidential.
Thanks for your cooperation!
Muhammad Asif KHAN
PhD Student (France)
Just consider in your mind the Most Recent Brand you avoided and answer the following questions. Questions are to be
answered on Likert scale of 7 points from (1) strongly disagree to (7) strongly agree.
[Note: If you find the question is not relevant to your brand then mark in the Not Applicable (N.A) column]
Brand Name (Optional): ______________________________________
The brand you avoid is ONE of the following categories:
Disagree
Disagree
Strongly
Strongly
Neutral
Slightly
Slightly
Agree
Agree
Agree
N . A
1 That brand did not deliver what I expected from it 1 2 3 4 5 6 7
2
The brand’s performance did not meet my expectations 1 2 3 4 5 6 7
3 Replacing the brand after it failed, was not very convenient 1 2 3 4 5 6 7
4
After sale service was not satisfactory 1 2 3 4 5 6 7
5
Finding another brand to accomplish the similar task was very easy 1 2 3 4 5 6 7
I left that brand due to store environment (large queues, unfriendly
6 staff, etc..) 1 2 3 4 5 6 7
7 The shopping experience of that brand was not pleasant 1 2 3 4 5 6 7
8
The brand does not represent what I wish to become 1 2 3 4 5 6 7
I associate that brand with something unappealing, which I do not
9 want to become 1 2 3 4 5 6 7
10
That brand did not genuinely convey what it claimed 1 2 3 4 5 6 7
Disagree
Disagree
Disagree
Strongly
Strongly
Neutral
Slightly
Slightly
Agree
Agree
Agree
N . A
I do not want to be associated with the type of people using that
11 brand 1 2 3 4 5 6 7
12
The brand is trying to be something it is not 1 2 3 4 5 6 7
13 The brand comes across as a little fake product 1 2 3 4 5 6 7
14
That brand has become very common among people 1 2 3 4 5 6 7
15
That brand is not capable of portraying my unique individuality 1 2 3 4 5 6 7
16
The brand is not good value for money 1 2 3 4 5 6 7
17
I think that brand was a bad deal 1 2 3 4 5 6 7
18 The benefits of this brand are inadequate given its cost 1 2 3 4 5 6 7
19
The price of that brand was more than it’s worth 1 2 3 4 5 6 7
20
The packaging of that brand did not appeal me 1 2 3 4 5 6 7
21 The colors of that brand did not appeal me 1 2 3 4 5 6 7
22
I just don’t like the way that brand and its components look 1 2 3 4 5 6 7
23
The brand does not have aesthetic beauty 1 2 3 4 5 6 7
I think the food/drinks associated with this brand are not good for
24 health 1 2 3 4 5 6 7
I do not normally avoid that brand, but I would if this brand was
25 associated with food products 1 2 3 4 5 6 7
26
That brand originated from a country which I dislike 1 2 3 4 5 6 7
27 The profits of this brand are helping an unethical country prosper 1 2 3 4 5 6 7
The company producing the brand is spending its profit outside my
28 country 1 2 3 4 5 6 7
My country/people are not benefiting when this brand makes a
29 profit 1 2 3 4 5 6 7
30
That brand is trying to establish a monopoly 1 2 3 4 5 6 7
31 That brand is reducing diversity in market 1 2 3 4 5 6 7
32
That brand is too powerful and reducing freedom of choice 1 2 3 4 5 6 7
Disagree
Disagree
Disagree
Strongly
Strongly
Neutral
Slightly
Slightly
Agree
Agree
Agree
N . A
That brand name is too big, it doesn’t seem to care about its
33 customers 1 2 3 4 5 6 7
34
This brand is reducing competition 1 2 3 4 5 6 7
35 That brand and its staff were unfriendly 1 2 3 4 5 6 7
I feel no personal connection with this brand and its
36 organization/company 1 2 3 4 5 6 7
37
That brand consists of employees whom I know nothing about 1 2 3 4 5 6 7
38
That brand has no idea what kind of customer I am 1 2 3 4 5 6 7
39 I don’t think this brand values me as an individual customer 1 2 3 4 5 6 7
40
The company producing that brand is not environment friendly 1 2 3 4 5 6 7
The Company producing that brand does not take part in social
41 welfare activities 1 2 3 4 5 6 7
42
The brand does not care about society in general. 1 2 3 4 5 6 7
43
This brand behaves unethically (Advertisement ...etc) 1 2 3 4 5 6 7
44 This brand is detrimental to society 1 2 3 4 5 6 7
45
That brand has fake copies available in market at low price 1 2 3 4 5 6 7
46 That brand lacks in uniqueness feature in its product 1 2 3 4 5 6 7
47
The brand belongs to a country of perceived low quality image 1 2 3 4 5 6 7
I avoid that brand because of friends or relatives who had a bad
48 experience with that brand 1 2 3 4 5 6 7
49
That brand does not have resale value 1 2 3 4 5 6 7
50
That brand’s practices are against my religion 1 2 3 4 5 6 7
Note: Select only one box in following questions.