Questionnaire

Questionnaire

Dear Madam/Sir,

This questionnaire is my research work in which I am trying to understand the Brand

Management. I will take 15-20 minutes and I request you to give the first response that
clicks to your mind. There is nothing like wrong or right in this, so please give your
honest response.

I am trying to look at the various determinants, factors, consumers and their perception
and image of brand management. So, please fill the questionnaire and help me to
understand the various perceptions of studying of brand management.

Also, please do let me know if there is any statement which is not clear or any question
in which you feel more options should be available. Your suggestions will be truly
appreciated.

Thanks and Regards,

Lokesh Sharma

Research Scholar,

Bhagwant University, Ajmer

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 Questionnaire

Company Executive Questionnaire

The purpose of this questionnaire is to study the Brand Management in Himachal

Pradesh. This is the analytical study of “Effectiveness of distribution function in
Food Product companies to promote Brand”. The information provided by you will
be kept confidential and used only for the purpose of research work for PhD. You are
requested to cooperate please.

Research Topic: A Study of Strategic Management with Special Reference to Brand

Management of Food Products in Himachal Pradesh “Special Reference to Solan
District”.

• Name of the Respondent :

• Designation :

• Name of the organisation :

• Office Address :

• Mobile No :

• E-mail :

• Web site :

• Factory Address :

9. Phone No :

10. What types of products do you produce?

11. What is the total investment (in Rs.) of your Food Production unit:

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 Questionnaire

1. What is your position in the company?

a) CEO/ Owner of the company
b) Manager of top-level
c) Manager in HR department
d) Line-manager
2. How many people are working in your company?
a) 1-20
b) 21-100
c) 101-500
d) 501+
3. In what sector of industry is your company?
a) Tourism and Hospitality
b) Food Processing
c) Financial Services
d) Media and Technology
e) Consumer Business
f) Manufacturing
g) Others
4. How often do people use the phrase “Brand management” in your
company?
a) Rarely
b) Sometimes
c) Often
d) Always
5. What is your explanation of Brand management.

…………………………………………………………………………………………
…………………………………………………………………………………………
…………………………………………………………………………………………

6. Do you have a clear and understandable definition of “Brand

management”?

• Yes

• No

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7. How would you evaluate the ability of your company to manage Brand and
its value?
a) Very low
b) Low
c) Medium
d) High
e) Very high
8. Does your company feel the deficit in Brands?
a) Yes
b) No
9. Do you have problems in developing a strong Brand value?
a) Yes
b) No
10. Does your company have clear strategy of management of Employees
involved in developing strong Brand?
a) Yes
b) No
11. To what tier is your program of Brand management targeted?
a) Only Distributor/Whole seller/ Retailer
b) To the word of mouth of customer
c) We do not have such program
12. What is the key factor in attracting more consumers to use your Brands?
a) Contribution of Marketing department
b) Managers' management style
c) Reputation of the company
d) Targets of sales force
e) Brand Value
13. What is the key factor in the retention of consumers associated to the
brand?
a) Contribution of Marketing department
b) Managers' management style
c) Reputation of the company
d) Targets of sales force
e) Brand Value

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14. What is the key factor in placing the brand of your company with high
potential in targeted segment?
a) Contribution of Marketing department
b) Managers' management style
c) Reputation of the company
d) Cost of products
e) Brand Value
15. What are the key components of Brand management in your company (you
can choose more than 1 option)
a) Specific procedures and methods of BrandEvaluation / Development
b) Brand Executives plan
c) Brand Executives involvement into perception and image of the product
16. What are the methods of Brands Development in your company? (you can
choose more than 1 option)
a) Analysis of results of marketing performance
b) Subjective assessment of sales force
c) Analysis of growth in respect of Brand
d) Interviews with Consumers using the Brand
e) Brand image/perception assessment
f) 360 grades assessment of Brand
17. What are the Methods of Brand development in your company? (you can
choose more than 1 option)
a) Seminars and Exhibition
b) Advertising
c) Brand Product mix
d) Feedback and implementation of consumer interests.
e) Business Projects
18. What are the main problems in your company concerning Brand
management? (you can choose more than 1 option)
a) Execution of strategies in Brand development
b) Managing Brand within the wider competitive market
c) Positioning the Brand with high potential
d) Managing expectations of consumers in respect to Brand

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19. Which of these statements applies to your company

a) We have permanent fear that our bigger competitors will steal our Brand
value and all expenses we have incurred on them attracting and developing
will be wasted.
b) There was some concern in the market / sales force as a whole while
attracting consumers towards our new Brand and diverting their mind-set
from the existing one.
c) Now market is changing rapidly. We spend money to develop Brand for one
aim, but when they are ready, the company had to change direction, or start
to emphasize on activities according to market environment and these
existing strategies for developing a Brand cannot be readily applied there.
So we need to develop more flexible strategies.
d) None of these
20. Which of these summary statements applies to you regarding the level of
maturity of organizational Brand management in your company
a) No Brand management strategies, policies or formally developed practices.
Where Brand is managed, it is informal/incidental.
b) Isolated/tactical/local ‘pockets’ of Brand management activities. No overall
strategy or plans for Brand management.
c) Integrated and co-ordinated Brand management activities for a particular
market segment of the organization.
d) Brand management strategy designed to deliver corporate and Marketing
management strategies. Formal Brand management initiatives linked
horizontally to Marketing management and vertically to corporate strategy
making processes
e) Brand management strategy informs and is informed by corporate strategy.
In the view of competitive market Brand value understood and taken into
consideration in the strategic process.
21. Years since your Brand launched in market?
a) 2 yrs
b) 5 yrs
c) 5-10 yrs
d) More than 10 yrs.

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22. What Percentage of Himachal Pradesh citizens are aware of your branded
products.
a) 0-25 %
b) 25-50%
c) 50-75%
d) Above 75%
23. How many times you provide schemes / offers to your customer?
a) Once in a year.
b) Twice a year.
c) On special Occasions / Festivals.
d) When sales are down.
24. What strategy do you follow for your customers?

(a) Product strategies

(b) Pricing strategies
(c) Promotional strategies
(d) Distribution strategies.
25. Which among these are your nearest competitors

a) Ashirvad (ITC)

b) Shakti Bhog

c) Patanjali food products

d) Ruchi Agro Fruits Processing Industry

26. Which market segment you serve?

a) Male segment
b) Female segment
c) Kids segment
d) Combination of all above.
27. Which type of customers usually purchase your food products?
a) High income group
b) lower income group
c) Middle income group
d) All above.

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28. Is your company satisfied with unit-outlet, Distributor/Whole seller

performance?

(a) Never

(b) Sometimes

(c) Mostly

(d) Always.

29. Frequency of your loyal customers who walk at your factory outlet are:-

(a) Occasionally /Festivals

(b) During discounts / offers

(c) Fortnight

(d) Once in Two Three months.

30. How Company handles with the customers problems?

(a) By Replacing
(b) By reviewing the matter with management and assurance to meet the
complainants expectation
(c) By giving discount if complaint occurs
(d) Instant substitute if customer desires
31. How often you add offers to boost-up your primary products sales ?
(a) Fortnight
(b) Monthly
(c) Every two months
(d) On special occasions.
32. What all Sales Promotion schemes you apply to attract your customers?

(a) Heavy discounts

(b) Buy one get any one product of same range for free
(c) Free gift/ cash coupans inside packing
(d) Lucky draw for esteemed customers

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33. For maintaining good relations with your customers you provide:-
a) Customer feedback forms.
b) SMS your new schemes to your customers.
c) Call reminders
d) Organize exhibitions and Consumer awareness camps.
e) Mobile outlets for the convenience of consumer.
f) Remembrance call / SMS to wish on special occassions
34. Media source used for Advertising ?

a) Print Media

b) Outdoor Media

c) Broadcast Media

d) Sales Promotion Media.

e) Exhibitions / Trade fairs

35. How often you forecast the stock of raw material and finished product?
a) fortnight
b) monthly
c) every two months
d) On special occasions
36. Type of the legal entity:
a) Sole Proprietary
b) Partnership
c) Regd. Private Co.
d) Co- Operative
e) Public Limited
f) Any other specify
37. What are the four major strength of your company:
a) Brand Value
b) Quality
c) Execution of strategies
d) Priority for customer’s expectation

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38. What are the major weakness of your company (if any):
a) Financial Constraints
b) Limited Market
c) Lack of Technology
d) Geographical constraints in SCM (Land slide/road blockage during
rain/snow fall hamper the transportation schedule)
39. Do you have Research and development facilities in your unit?
a) Yes
b) No
40. Which are the major strength areas in the following categories?
a) Bulk storage
b) Production
c) Intermediates
41. Which geographical area do you serves?
a) Within Himachal Pradesh
b) National
c) Exports
42. Please tick in the appropriate box against each of the factors mentioned
below:

(i) Product line:

(A) Diversified ( ) (B) Narrow ( )

(ii) Organisational Arrangement:

(A) Decentralized ( ) (B) Centralized ( )

43. Do you ever engage in a planning process which entails the total business?

(A) Yes ( ) (B) No ( )

If answer to the above question is "Yes", what kind of planning do you engage
in?

(i) Short-Term ( ) (ii) Middle-Term ( )

(iii) Long-Term. ( ) (iv) All Three ( )

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44. While identifying a new strategy, which factors do you consider?

(i) Present Strength and Weakness of the firm ( )

(ii) Current strategy ( )

(iii) Product / Market environment ( )

(iv) Past performance ( )

(v) Any other (Pls. specify)

45. While choosing the strategy, which factor do you analyse?

(i) Marketing Strength and Weakness ( )

(ii) Product Strength and Weakness ( )

(iii) Financial Strength and Weakness ( )

(iv) Personal Strength and Weakness ( )

(v) Any other (Pls. specify)

46. What is your assessment of the following parameters with reference to your
organisation?

(i) Performance standards and evaluation:

(A) Permissive, tolerates mediocrity ( )

(B) Highly demanding and critical ( )

(ii) Decision making technique:

(A) Based on intuition ( )

(B) Based on scientific analysis ( )

47. Following is a checklist of marketing strengths; please indicate against each

one, H-High, L-Low as to where your own company stands on them:

(i) Effective marketing organization ( )

(ii) Effectively in sales promotion ( )

(iii) Product availability ( )

(iv) Convenience in buying ( )

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 Questionnaire

(v) Low pricing ( )

(vi) Low margin with high cost ( )

(vii) High margin with low cost ( )

(viii) Customer loyalty ( )

(ix) Operational Efficiency ( )

(x) Dominant market share position ( )

(xi) Timely feed back on the market ( )

(xii) Advertisement ( )

(xiii) Any other (Pls. specify) ( )

48. How do you make your decision regarding the final selection of the market?

(i) On the basis of maximum profitability ( )

(ii) On the basis of maximum sales ( )

(iii) Adequate transportation infrastructure ( )

(iv) Buyers terms and conditions ( )

(v) Any other (pls. specify) ( )

49. How do you come to know as to in which markets your products can sell?

(i) From the Indian mission/Embassies abroad ( )

(ii) Self & relatives ( )

(iii) From Traders ( )

(iv) From competitors ( )

(v) From Retailers ( )

(vi) From employees ( )

(vii) From secondary sources of documented data ( )

(viii) Any other ( specify)

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 Questionnaire

50. Do you ever undertake the following types of Marketing Research?

If "Yes" then indicate its frequency:

Type of Research Frequently Occasionally Seldom Never

(i) Consumer research ( ) ( ) ( ) ( )

(ii) Market research () ( ) ( ) ( )

(iii) Product research ( ) ( ) ( ) ( )

(iv) Sales research ( ) ( ) ( ) ( )

(v) Advertising research ( ) ( ) ( ) ( )

(vi) Pricing research ( ) ( ) ( ) ( )

(vii) Physical distribution

research ( ) ( ) ( ) ( )

(viii) Distribution

channel research ( ) ( ) ( ) ( )

(xi) Post transaction

research ( ) ( ) ( ) ( )

51. Which of the following methods do you use for forecasting, also indicate
their frequency of use?

Forecasting methods Frequently Occasionally Seldom Never

(i) Personal experience ( ) ( ) ( ) ( )

(ii) customer's opinion ( ) ( ) ( ) ( )

(iii) Market testing ( ) ( ) ( ) ( )

(iv) Jury method ( ) ( ) ( ) ( )

(v) Agent opinion ( ) ( ) ( ) ( )

(vi) Any other ( ) ( ) ( ) ( )

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 Questionnaire

52. While making a sales/market forecast, what are those factors which you
consider important?

(i) Product variety ( )

(ii) Installed capacity ( )

(iii) Price of the product ( )

(iv) Advertisement ( )

(v) Distribution efficiency ( )

(vi) Population ( )

(vii) Govt. policy ( )

(viii) Seasonal factor ( )

(ix) Any other (pls. specify) ( )

53. If some of your brand product have failed in the past, what were the
causes?

(i) Weakness in the product styling ( )

(ii) Insufficient test marketing ( )

(iii) Product was Over priced ( )

(iv) Competition turned out to be very intense ( )

(v) Changing consumer taste ( )

(vi) Any other (pls. specify) ( )

(vii) No of products failed ( )

54. Which form of promotion is important for market success and to what
extent?

Level of importance

Form of promotion Significant Moderate Marginal None

(i) Personal selling ( ) ( ) ( ) ( )

(ii) Advertisement ( ) ( ) ( ) ( )

(iii) Sales promotion ( ) ( ) ( ) ( )

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 Questionnaire

55. How far you agree that strategic management is a analysis of factors
associated with customers and competitors?

Ans:……………………………………………………………………………………
…………………………………………………………………………………………
…………………………………………………………………………………………

56. Which components of strategic management you consider most?

a) Strategy Formulation
b) Strategy implementation
c) Both
57. How do you evaluate strategies?

Ans:……………………………………………………………………………………
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………………………………………………………………………………………

58. How do you look at Strategy Formulation?

Ans:……………………………………………………………………………………
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…………………………………………………………………………………………

59. Do you think that brand must be customer centric?

Ans:……………………………………………………………………………………
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60. What are the steps of your strategic management process?

Ans:……………………………………………………………………………………
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61. What are the factors on which strategy should be based?

Ans:……………………………………………………………………………………
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…………………………………………………………………………………………

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62. What are the roles played by Brand Executives in your company?

Ans:……………………………………………………………………………………
…………………………………………………………………………………………
…………………………………………………………………………………………

63. As a MD of Food Products company arrange the following as per your

preference?

• Productivity

• Supply Chain

• Customer Centricity

• Price sensitivity

64. As a MD of Food Products company what special measures you take to

meet food standards?

Ans:……………………………………………………………………………………
…………………………………………………………………………………………
………………………………………………………………………………………

65. Do you think that good designed packaging attracts the customer attention
at first sight?

Ans:……………………………………………………………………………………
…………………………………………………………………………………………
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66. Do you think that company gets the extra advantage of environment and
health friendly packaging?

Ans:……………………………………………………………………………………
…………………………………………………………………………………………
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67. Do you consider cultural value of Brand has impact on consumers mind?

Ans:……………………………………………………………………………………
…………………………………………………………………………………………
…………………………………………………………………………………………

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 Questionnaire

Questionnaire

Distributor / Wholesaler

The purpose of this questionnaire is to study the Brand Management in Himachal

Pradesh. This is the analytical study of “Effectiveness of distribution function in Food
Product companies to promote Brand”. The information provided by you will be kept
confidential and used only for the purpose of research work for PhD. You are requested
to cooperate please.

Research Topic: A Study of Strategic Management with Special Reference to Brand

Management of Food Products in Himachal Pradesh “Special Reference to Solan
District”.

• Name of the Respondent :

• Name of the Trading Firm :

• Address :

• Mobile No :

• E-mail :

• Web site :

1. How many companies distributorship you have?

a) ·
b) ·
2. For how long are you having the company’s distributorship?
a) One year or less
b) One to three years
c) Three to five years
d) More than five years
3. For how long you are in the trade of food products?
a) One year or less
b) One to three years
c) Three to five years
d) More than five years

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4. Do you distribute the whole range of food products of the company?

a) Whole Range
b) Selected Product
5. Give rating to the importance given by company to your feedback as a
contribution in product pricing.
a) Less Important
b) Moderately Important
c) Highly Important
6. Give rating to the importance given by company to your feedback as a
contribution in product improvement and innovation?
a) Less Important
b) Moderately Important
c) Highly Important
7. Give rating to the importance given by company to your feedback as a
contribution in product promotion strategy?
a) Less Important
b) Moderately Important
c) Highly Important
8. Do you have your retail sales counter too?
a) Yes
b) No
9. How wide your dealers’ network is?
a) In city
b) In small towns
c) Both
10. How frequently do the sales executives of the company visit you or your
dealers?
a) Twice a week
b) Once a week
c) Twice a month
d) Once a month

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11. How frequently do the sales managers of the company visit you?
a) Once a week
b) Twice a month
c) Once a month
d) Once in two months
12. Are you satisfied with sales efforts of the company?
a) Less satisfied
b) Moderately satisfy
c) Highly satisfied
13. Do you have your own sales force?
a) Yes
b) No
14. Does the company provide formal training to your sales personnel?
a) Yes
b) No
15. Does the company share the cost of your sales personnel?
a) Yes
b) No
16. As per you the prices of the company’s products in comparison with
competitors’ products are
a) High
b) Low
c) Difference is insignificant
17. Are you satisfied with net profit margins you are gaining presently?
a) Less satisfied
b) Moderately satisfied
c) Highly satisfied
18. Are you satisfied with the promotional efforts of the company at local level?
a) Less satisfied
b) Moderately satisfy
c) Highly satisfied

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19. Are you satisfied with the credit policy of the company?
a) Less satisfied
b) Moderately satisfy
c) Highly satisfied
20. Rate the following conflict situations with company/sales team of company
on the basis of its frequency of occurrence.( Particulars Highly frequently/
Less frequently /Rarely occur)
a. Delay in delivery
b. Unscheduled delivery
c. Acute pressure for billing
d. Over billing
e. Product availability
f. Settlement of credit notes
g. Opening new distributor for same area
h. Reduction of area
i. Attitude of sales team
21. Rate as per perception the following conflict situations with company / sales
team of company on the basis of its impact on your motivation level.(
Particulars Highly affects / Moderately affects /Affects less )
a) Delay in delivery
b) Unscheduled delivery
c) Acute pressure for billing
d) Over-billing
e) Product availability
f) Settlement of credit notes
g) Opening new distributor for same area
h) Reduction of area
i) Attitude of sales team
22. Are you satisfied with the overall sales of the products of the company?
a. Less satisfied
b. Moderately satisfied
c. Highly satisfied

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23. As per you, what is the growth pattern of the sales of the products of the
company in Himachal now days?
a. Increasing
b. Stable
c. Declining
24. Rate the following parameters on the basis of importance you attach to
these for increasing your motivation level and effectiveness of distribution
function: (Particulars Highly Important / Moderately Important / Less
Important )
a) Well qualified sales team
b) Induction programs for new dealers
c) Transparency in schemes and policies of company
d) Distributors’ / dealers’ meets on regular basis
e) Sample products provided
f) Awards and recognitions
g) Willingness of company to assist with distributors’ general problems
h) Annual Tours organised by Company across the sea for esteemed Distributors
25. Do you think companies brand presence in market is important and plays
a crucial role for potential growth?
a. Yes
b. No
26. Do you have to put extra efforts to push the regional brands in comparison
to National brands?

Ans:……………………………………………………………………………………
…………………………………………………………………………………………
…………………………………………………………………………………………

27. Do you get more margin on regional brand in comparison to national

brand?

Ans:……………………………………………………………………………………
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 Questionnaire

Questionnaire
Customer
The purpose of this questionnaire is to study the Brand Management in Himachal
Pradesh. The information provided by you will be kept confidential and used only for
the purpose of research work for PhD. You are requested to cooperate please.
Research Topic: A Study of Strategic Management with Special Reference to
Brand Management of Food Products in Himachal Pradesh “Special Reference to
Solan District”.
• Name of the Respondent :

• Profession :

• Address :

• Mobile No :

• E-mail :

1. Which single brand comes to mind first in respect of wheat grain products?
a) Ashirwad by ITC
b) Apoorva Gold
c) Shakti-bhog
d) Patanjali
2. Which company do you view as the leader in food products like atta/ Dalia/
Besan/ Spices?
a) Ashirwad by ITC
b) Apoorva Gold
c) Shakti-bhog
d) Patanjali
3. Can you recognize any brand with their logo?
a) Yes
b) No
4. In any brand logo what thing strikes the most?
a) Color
b) Symbol
c) Name writing style
d) Tagline

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5. How often do you shop in retail malls?

a) once or more in a month
b) once in a 2 months
c) only on special occasions
d) only when necessary
6. Where do you prefer shopping most?
a) Factory outlets
b) Malls
c) General stores
d) Home delivary
7. How often do you buy branded food products ?
a) Mostly
b) sometimes
c) Never
d) can’t say
8. Which food brand attracts you most? And why?
a) Product range and variety for all
b) Loyalty
c) Convenience in shopping
d) Visual display
9. How often do you prefer to purchase leading national brands?
a) Very frequently
b) Frequently
c) Rarely
d) Never
10. How often do you prefer to purchase food products on the basis of the sales
promotion initiative through advertising?
a) Very frequently
b) frequently
c) Rarely
d) Never

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11. Do you think location of store in the proximity area affects your purchase
behavior?
a) Strongly agree
b) agree
c) Disagree
d) can’t say
12. Which brand do you prefer for food products (Atta, Besan,Spices)?
a) Ashirwad by ITC
b) Apoorva Gold
c) Shakti-bhog
d) Patanjali
13. Which food brand do you purchase the most?
a) Ashirwad by ITC
b) Apoorva Gold
c) Shakti-bhog
d) Patanjali
14. What influences your choice?
a) Brand image
b) Effective advertising
c) Health and taste
d) Pricing
15. How satisfied are you with the brand you are using?
a) Very satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
16. While buying branded food products which points you consider most ?
a) Price
b) Status symbol
c) Quality
d) Packaging

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17. What source you use to measure the health richness of the food products
a) Nutrition value on the packaging
b) Recommendation by Celebrities
c) Certification of food standards
d) others
18. Do you want to keep your loyalty with your favorite brand or can switch?
a) Brand loyal
b) Any brand, no matter
c) Strictly based on recommendation
d) Can’t say
19. Do you think there is something missing in the offer of Ashirvad ?
a) Products at a higher price
b) Difficult to find in all stores
c) Lack of product mix
d) Any other
20. What are your reasons for choosing Apoorva Gold?
a) Quality
b) Price
c) Healthy and tasty
d) Availability
21. What are the factors that make you spend less time on getting information
about Food Brands when you decide to buy it?
a) No enough time
b) Trusted Brand
c) Attractive design/style
d) Previous experience of the brand
22. What are the occasions you feel like switchover to other Food Brands?
a) Price Hike
b) Degradation in quality
c) Health Consciousness
d) Any Other reason

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23. How likely are you to recommend Food Brand to a friend or relative?
Chances are
a) Excellent
b) Very Good
c) Poor
d) Fabric quality
24. Will quality helps you to be loyal with The Brand?
a) Yes
b) No
25. Which Food Brand you consider as pocket friendly for all?
a) Ashirwad by ITC
b) Apoorva Gold
c) Shakti-bhog
d) Patanjali
26. Which of the following brand do you prefer most for Health,Taste and
Quality?
a) Ashirwad by ITC
b) Apoorva Gold
c) Shakti-bhog
d) Patanjali
27. What comes to your mind when you hear specific Food Brand name?
a) Price
b) Quality
c) Health and Taste
d) Cultural feelings
28. If Brand is meeting your expectation would you bother to pay high
premium?
a) Yes
b) No
29. Your Buying Behavior of food products based on what ?
a) Brand Advertisement
b) Recommendation Of friend & Relatives
c) Brand Loyalty
d) Cost Effectiveness

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30. Which Food Brand Provides best quality, Health and Taste?
a) Ashirwad by ITC
b) Apoorva Gold
c) Shakti-bhog
d) Patanjali

Suggestions if any related to products of (Ashirwad by ITC, Apoorva Gold, Shakti-

bhog, Patanjali.

………………………………………………………………………………………..

………………………………………………………………………………………

………………………………………………………………………………………

………………………………………………………………………………………

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