AVT Project Questionnaire

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 4 years 3 years

2 years 1 year

2. Which of the following Tea products do you purchase most from

AVT?

AVT Rajah AVT Premium AVT Assam

AVT Gold cup AVT Manalaroo

3. Which is your Preferred Brand for Tea consumption?

AVT Tea Three Roses Red label

Kannan Devan Tata tea

4. While comparing to other competitors, what are the benefits of

AVT Tea Products?

Affordable price Availability Acceptability

Perceived quality Product attributes

Jai Bharath school of management studies 87


5. Which promotional activity of AVT Tea helps your purchase

decision?

Advertisements Gift coupons Discount offers

Festival Offers Other promotions

6. Who promote your purchase intentions for AVT Tea over other

Brands?

Self Friends Retailers

Family Media

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)

Options Very High(5)

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 probably probably not

Might or might not never

9. Which factor makes you familiar with AVT Tea?

Brand associations Brand awareness Brand personality

Brand loyalty Brand quality



10. Rate the brand associations’ which has influence your brand preference?


Brand associations of AVT

TeaExcellent

Very

goodGood 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 promotions

Product attributes Other factors

12.How do you rank AVT Brand products based on the following

parameters?

Expertise Trust worthiness Quality

Liability None of these



13.Which attribute of the AVT Tea products inspire you to go for

AVT?

Quality Quantity Promotions

Price Packaging

14.Do you think this Brand Quality is unique to AVT?

Certainly Probably Probably not

Might or might not Never

15.How do you rate the Quality guarantee provided by AVT Tea?

Excellent Good Average

Poor Very Poor

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 Improved Quality More promotions

More Quantity Less Price

18.Are you ready to buy the other brand extensions of AVT

products?

Yes No Can’t 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 Quality product Affordable product

Available product other benefits

21. Your feedback about the effects of brand associations of AVT Tea

and its overall influence on your brand preference?


Yes No

1. Effects of Brand Associations

2. Influence of Brand Preference



22.How do you rate AVT Tea products in terms of overall excellence?

5 Stars 4 Stars 3 Stars

2 Stars 1 Star

Suggestions for improvement………………………………………………………….

…………………………………………………………………………………………

……..……………………………………………………………………………………



ISO 9001:2008 Certification



(Source: scanned from company records)



Food Safety System Certification

(Source: scanned from company records)



Reference data for Table 4.24: Testing the relationship between perceived quality of AVT Tea products and quantity of purchase among homemakers.

Respondents

X Y Respondents

X Y Respondents

X Y Respondents

X Y

1 5 4 26 5 4 514 4

765 4

2 4 4 27 5 4 524 3

774 3

3 5 5 28 5 4 535 4

783 3

4 5 5 29 5 4 544 4

794 3

5 5 4 30 5 4 555 4

804 3

6 5 4 31 5 4 564 3

815 4

7 5 5 32 5 4 575 4

824 3

8 3 2 33 4 3 584 3

834 3

9 5 4 34 5 4 595 4

844 3

10 5 4 35 4 4 605 4

855 4

11 5 4 36 5 4 614 3

864 3

12 5 5 37 5 4 624 4

875 4

13 5 4 38 4 3 635 4

883 2

14 4 3 39 5 4 644 3

895 4

15 5 4 40 4 4 653 3

904 3

16 5 4 415 4

664 3

913 2

17 3 2 425 4

675 4

924 3

18 5 4 435 4

684 4

933 2

19 5 4 444 3

694 3

945 4

20 5 4 455 4

705 4

953 3

21 5 4 465 4

714 3

963 2

22 3 2 474 3

724 3

974 3

23 5 4 485 4

733 3

983 2

24 5 4 495 4

744 3

993 3

25 5 4 50 5 4 75 4 3 100 5 4



(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

Respondents

X Y Respondents

X Y Respondents

X Y Respondents

X Y

1 4 5 26 3 3 51 4 5 76 3 2

2 5 5 27 4 5 52 4 5 77 4 4

3 3 2 28 5 5 53 4 5 78 4 4

4 4 5 29 4 5 54 3 2 79 4 4

5 5 5 30 4 5 55 4 5 80 3 3

6 5 5 31 5 5 56 4 4 81 4 4

7 4 5 32 4 4 57 4 5 82 4 4

8 3 2 33 4 5 58 4 5 83 4 3

9 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)


AVT Project Questionnaire

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