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.

..

91

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)

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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)

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Jai Bharath school of management studies