Appendix
Appendix 1: Questionnaire
Dear participant, my name is........ and I am a student at ............. in UK. Currently, I am
working on my dissertation, where my objective is to investigate impact of sales promotions
in customer purchasing decisions. This questionnaire is the core of my paper and I would be
very thankful if you would take 10 minutes to honestly answer it. Please consider that the
questionnaire is totally anonymous. Thank you in advance for your help.
SECTION: Demographic Profile (please √ your answer)
1. What is your Gender?
Male
Female
2. What is your nationality?
British (UK)
German
Italian
Other European
Indian
Chinese
USA
Other
3. What is your age group?
20-29
30-39
40-49
50 and above
4. What is your annual total household income?
£10,000 and bellow
£10,001-15,000
£5,001- 20000
£20,001-25,000
£25,001-30,000
£30,000 and above.
5. What is your occupation?
Student
Self-employed
Professional
Executive
Unemployed
Others
strongly Disagre Somewhat Neutral Somewhat Agre Strongl
Disagre e Disagree Agree e y agree
e
1 2 3 4 5 6 7
1 2 3 4 5 6 7
Coding of Questions
question
Discount Discount
Discount1 Discount method of the Waitrose is 1 2 3 4 5 6 7
very attractive for customer
Discount2 Discount provides cost saving for 1 2 3 4 5 6 7
consumer
Discount3 Waitrose offers discount for its product 1 2 3 4 5 6 7
for the preference of its customer.
Discount4 Discount influence the customer 1 2 3 4 5 6 7
buying preference.
Coupons Coupons
Coupons1 Coupons can encourage a customer to 1 2 3 4 5 6 7
buy a product
Coupons2 Coupons provided by Waitrose is very 1 2 3 4 5 6 7
attractive incentive
Coupons3 By Coupon consumer can save money 1 2 3 4 5 6 7
from a particular product.
Point of Sale Point of Sale
Point of Sale1 Point of sale in the retail store attract 1 2 3 4 5 6 7
customer much to buy a particular
product
Point of Sale2 By point of sale customer can easily 1 2 3 4 5 6 7
notice a particular product.
Point of Sale3 Valuable and distinctive products are 1 2 3 4 5 6 7
displayed in point of purchase.
Point of Sale4 Through point of sales a buyer can be 1 2 3 4 5 6 7
tempted to purchase any specific
product.
Quantity gift Quantity gift
Quantity gift1 Quantity gift attract buyers to buy any 1 2 3 4 5 6 7
particular product.
Quantity gift2 Quantity gift provide additional service 1 2 3 4 5 6 7
with main product
Quantity gift3 Quantity gift encourage buyers to buy 1 2 3 4 5 6 7
large amount of product
Quantity gift4 Quantity gift allow the consumer to 1 2 3 4 5 6 7
repurchase from the Waitrose
Quiz & Quiz & Sweepstakes
Sweepstakes
Quiz & Quiz & Sweepstakes induce buyer to 1 2 3 4 5 6 7
Sweepstakes1 buy a product.
Quiz & Waitrose is able to attract customer by 1 2 3 4 5 6 7
Sweepstakes2 using the Quiz & Sweepstakes
Quiz & Waitrose provides better Quiz & 1 2 3 4 5 6 7
Sweepstakes3 Sweepstakes rather than its
competitors.
Quiz & Waitrose Quiz & Sweepstakes are 1 2 3 4 5 6 7
Sweepstakes4 much attractive than other retailer.
Quiz & Quiz & Sweepstakes influence the 1 2 3 4 5 6 7
Sweepstakes5 customer purchasing decisions
Consumer Consumer Behaviour
Behaviour
Consumer From many retailers I would like to 1 2 3 4 5 6 7
Behaviour 1 select Waitrose as my purchasing
choice.
Consumer Waitrose is able to hold the customer 1 2 3 4 5 6 7
Behaviour 2 retention by its sales promotion tools.
Consumer I am a loyal customer of Waitrose due 1 2 3 4 5 6 7
Behaviour 3 to its appealing promotion.
Consumer I will inform some other about the 1 2 3 4 5 6 7
Behaviour 4 attractiveness of Waitrose sale
promotion.
Purchase Purchase decision
decision
Purchase Waitrose sale promotion induces me 1 2 3 4 5 6 7
decision1 most for buying product from
Waitrose.
Purchase I make several repurchase from 1 2 3 4 5 6 7
decision2 Waitrose because of the attractiveness
of sales promotion.
Purchase I would like to share my purchasing 1 2 3 4 5 6 7
decision3 choice from Waitrose with some
others.
Purchase I think loyal customer of Waitrose will 1 2 3 4 5 6 7
decision4 remain loyal in Waitrose because of its
appealing consumer’s sale promotion.
Purchase I think Waitrose will be the best choice 1 2 3 4 5 6 7
decision5 for my purchasing decision when I
make it.