Research Questionnaire

Customer satisfaction, brand loyalty, Brand association, Celebrity endorsement

Dear Respondent!
Customer satisfaction, brand loyalty, brand association are important variables for the
organizations.
This questionnaire is designed to measure these variables. Your response is very vital for the
success of this study. This is an educational study and collected data will be kept confidential.
Kindly read the following statements carefully and tick (√) the appropriate box.
Part I: Demographics

11-20  21-30  31-40

Gender Male Female Age Group
 41-50  51-60 Above 60

Coca Cola  Matric Intermediate  Graduation

Brand Name Qualification
Pepsi Master Above 18  Other

 Lahore Garrison  Natural Sciences  Social Sciences

University Name University Department  Engineering  Computer Sciences
 Others Other
Studying period  6 Months  one year 18 Months  two years
in University More than two years

Part II:
Strongly Strongly
Sr. # Statement Disagree
Disagree Neutral Agree
Agree

Customer satisfaction

Are you are pleased with the products & services

1     
provided by brand?

2 Do you enjoy product taste?     

Your overall experience with your brand has been
3     
positive?

4 Is brand your first choice among all your competitive

brands?     

5 On an overall basis you are satisfied with brand?     

 Strongly Disagree Neutral Agree Strongly
Brand loyalty Disagree Agree

6 I regularly refer this brand     

I usually use this brand as my first choice in

7
comparison with the other product/brand     

8 Would recommend this brand to others?     

9 I will not switch to another brand the next time I will

buy.     

10 I am satisfied with my this brand     

Brand association

11 This brand has its own personality     

12 This brand is different in comparison with the other

competing brands.     

13 I trust this brand.     

14 This brand is familiar to me     

15 There are reasons to buy the brand over the competing

    
brand

Celebrity Endorsement

An attractive celebrity in an advertisement interests

16     
me more than the product itself.
Celebrity used in this ad is untrustworthy or
17     
trustworthy.
Is Your purchasing behavior are changed by celebrity
18     
endorsement in ad?
19 An advertisement with an attractive celebrity grabs my
    
attention.
20 I have a desire towards the product when an attractive
    
celebrity is used in an advertisement.
21 To make sure I buy the right products, I often observe
    
what attractive celebrities are endorsing.
22 I often make my purchase decisions based on the
    
attractiveness of a celebrity in an advertisement.