A study on the effects of brand associations of AVT Tea among homemakers
QUESTIONNAIRE
Dear Madam,
As a part of my project at AVT NPL, on the topic A Study on the effects of
brand associations of AVT Tea among homemakers, I would appreciate if you could
take a few moments of your time to carry out this survey.
Name:
1
For how many years have you been a regular customer of AVT
Tea?
5+ years
2 years
4 years
1 year
3 years
2 Which of the following Tea products do you purchase most
from AVT?
AVT Rajah
AVT Premium
AVT Gold cup
AVT Manalaroo
AVT Assam
3 Which is your Preferred Brand for Tea consumption?
AVT Tea
Three Roses
Kannan Devan
Tata tea
Red label
4 While comparing to other competitors, what are the benefits of
AVT Tea Products?
Affordable price
Perceived quality
87
Availability
Product attributes
Jai Bharath school of management studies
Acceptability
A study on the effects of brand associations of AVT Tea among homemakers
5 Which promotional activity of AVT Tea helps your purchase
decision?
Advertisements
Festival Offers
Gift coupons
Other promotions
Discount offers
6 Who promote your purchase intentions for AVT Tea over other
Brands?
Self
Family
Friends
Media
Retailers
7 What is your quantity of purchase level per month and how do
you rate the Perceived Quality of AVT Tea?
(Please put tick on corresponding box)
Very High
(5)
Options
High
(4)
Medium
(3)
Very low
(2)
Low
(1)
Perceived Quality
Quantity of
purchase/month
8 Are you willing to/continue the purchase of AVT Tea products?
Definitely will
Might or might not
probably
never
probably not
9 Which factor makes you familiar with AVT Tea?
Brand associations
Brand loyalty
Brand awareness
Brand quality
Brand personality
10 Rate the brand associations which has influence your brand
preference?
(Please put tick on corresponding box)
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Jai Bharath school of management studies
A study on the effects of brand associations of AVT Tea among homemakers
Brand associations of AVT
Tea
Excellent
Very
good
Good
Average
Poor
AV Thomas group
Strongest Tea, consistently
South Indian Tea giants
Discount coupons
Availability
Acceptability
Affordability
11 Which brand association of AVT tea has an effect on customer
attractiveness?
Product benefits
Perceived Quality
Product attributes
Other factors
Product promotions
12 How do you rank AVT Brand products based on the following
parameters?
Expertise
Liability
Trust worthiness
None of these
Quality
13 Which attribute of the AVT Tea products inspire you to go for
AVT?
Quality
Price
Quantity
Packaging
Promotions
14 Do you think this Brand Quality is unique to AVT?
Certainly
Might or might not
89
Probably
Never
Jai Bharath school of management studies
Probably not
A study on the effects of brand associations of AVT Tea among homemakers
15 How do you rate the Quality guarantee provided by AVT Tea?
Excellent
Good
Poor
Very Poor
Average
16 Are you ready to pay a price premium for the AVT brand
products?
Yes
No
17 What change would you like to see in this AVT Brand?
Better Package
More Quantity
Improved Quality
Less Price
More promotions
18 Are you ready to buy the other brand extensions of AVT
products?
Yes
No
Cant say
19 Do you recommend the AVT Branded Tea products to others?
Yes
No
20 What is your current view about AVT Tea products?
Branded product
Available product
21
Quality product
other benefits
Affordable product
Your feedback about the effects of brand associations of AVT
Tea and its overall influence on your brand preference?
(Please put tick on corresponding box)
Yes
1. Effects of Brand Associations
90
Jai Bharath school of management studies
No
A study on the effects of brand associations of AVT Tea among homemakers
2. Influence of Brand Preference
22 How do you rate AVT Tea products in terms of overall
excellence?
5 Stars
4 Stars
2 Stars
1 Star
3 Stars
Suggestions
for
improvement.
..
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Jai Bharath school of management studies
A study on the effects of brand associations of AVT Tea among homemakers
ISO 9001:2008 Certification
(Source: scanned from company records)
92
Jai Bharath school of management studies
A study on the effects of brand associations of AVT Tea among homemakers
Food Safety System Certification
(Source: scanned from company records)
93
Jai Bharath school of management studies
A study on the effects of brand associations of AVT Tea among homemakers
Reference data for Table 4.24: Testing the relationship between perceived
quality of AVT Tea products and quantity of purchase among homemakers.
Responden
ts
X Y
Responden
ts
X Y
Responden
ts
X Y
Responden
ts
X Y
26
51
76
27
52
77
28
53
78
29
54
79
30
55
80
31
56
81
32
57
82
33
58
83
34
59
84
10
35
60
85
11
36
61
86
12
37
62
87
13
38
63
88
14
39
64
89
15
40
65
90
16
41
66
91
17
42
67
92
18
43
68
93
19
44
69
94
20
45
70
95
21
46
71
96
22
47
72
97
23
48
73
98
24
49
74
99
25
50
75
100
(Source: MS Excel data analysis)
Reference data for Table 4.25: Showing correlation test for testing the relationship
between overall excellence of AVT Tea products and brand loyalty
X Y
Responden
ts
X Y
Responden
ts
X Y
Responden
ts
X Y
4 5
26
3 3
51
4 5
76
3 2
5 5
27
4 5
52
4 5
77
4 4
3 2
28
5 5
53
4 5
78
4 4
Responden
ts
94
Jai Bharath school of management studies
A study on the effects of brand associations of AVT Tea among homemakers
4 5
29
4 5
54
3 2
79
4 4
5 5
30
4 5
55
4 5
80
3 3
5 5
31
5 5
56
4 4
81
4 4
4 5
32
4 4
57
4 5
82
4 4
3 2
33
4 5
58
4 5
83
4 3
4 5
34
5 5
59
4 4
84
3 3
10
5 5
35
4 5
60
4 5
85
3 3
11
5 5
36
4 5
61
4 5
86
4 4
12
4 5
37
4 5
62
4 4
87
3 3
13
5 5
38
4 5
63
4 5
88
4 5
14
3 2
39
4 4
64
4 5
89
5 5
15
5 5
40
4 5
65
4 4
90
3 2
16
5 5
41
4 4
66
4 5
91
4 5
17
4 5
42
4 5
67
4 4
92
5 5
18
5 5
43
3 2
68
4 5
93
3 2
19
4 5
44
4 5
69
4 4
94
4 5
20
4 5
45
4 5
70
4 5
95
4 4
21
5 5
46
3 2
71
4 5
96
3 2
22
4 5
47
4 5
72
4 4
97
4 5
23
4 5
48
4 5
73
4 5
98
5 5
24
5 5
49
4 5
74
4 4
99
3 2
25
4 5
50
3 2
75
4 5
100
4 5
(Source: MS Excel data analysis)
95
Jai Bharath school of management studies
