APPENDIX
A STUDY ON BRAND POSITIONING AND IT’S IMPACT ON
CUSTOMER BUYING BEHAVIOUR OF TOOTHPASTE
Dear Respondent:
I am interested in studying about brand positioning in toothpaste. Please take few
minutes of your time to complete this survey. Most of the questions are in 5-point
scale. Your answer will be very valuable for completing my research. Your specific
answer will be complete.
[Link]:_______ Date:________________
1. Socio - Economic Profile
1.1 Name :_______________________________________________
1.2 Age (Years)
A) 18 - 20 years( ) B) 21 years to 30 years( )
C) 31 years to 40 years( ) D) 40 years above( )
1.3 Gender
A) Male( ) B) Female( )
1.4 Educational Qualification
A) School level( ) B) UG ( ) C) PG( ) D) Diploma( )
E) Illiterate ( )
1.5 Occupation
A) Student( ) B) Private Job( ) C) Government Job( )
D) Businessman( ) E) House Wife( )
1.6 Family Monthly Income
A) Below Rs. 10,000 B) Rs.10,000 to 15,000( ) C) Rs.15000 to 20000( )
D) Rs.20,000 to 25,000( ) E) Above Rs.25000
1.7 No. Of. Members (Families)
A) 2 Members( ) B) 3 Members( ) C) 4 Members( ) D) Above 4 Members( )
2. Product Information
Please give your opinion about brand positioning in Toothpaste.
SA – Strongly Agree (5); A – Agree (4) ; N – Neutral (3); D – Disagree (2) ;
SD – Strongly Disagree (1).
No Brand Positioning in Toothpaste SA A N D SD
(5) (4) (3) (2) (1)
2.1 Brand Awareness
2.1.1 I am aware of the different toothpaste brands available in
the market.
2.1.2 I associate toothpaste brands with specific benefits (e.g.
whitening, sensitivity relief).
2.1.3 I have seen advertisements for toothpaste brands on TV,
social media, or online.
2.1.4 I can differentiate between various toothpaste brands
based on their unique features
2.1.5 I have tried at least 2-3 different toothpaste brands in the
past.
2.2 Brand Reputation
2.2.1 I trust the quality of toothpaste from well-known brands.
2.2.2 I believe that popular toothpaste brands are more reliable
than lesser-known brands
2.2.3 I associate well-known toothpaste brands with
high-quality ingredients.
2.2.4 I trust the claims made by popular toothpaste brands
about their products.
2.2.5 I think that well-known toothpaste brands are more
environmentally friendly than lesser-known brands.
2.3 Emotional Connection
2.3.1 I feel a strong sense of loyalty to my preferred
toothpaste brand.
2.3.2 I feel emotionally connected to my preferred toothpaste
brand.
2.3.3 My preferred toothpaste brand understands my needs
and values.
2.3.4 I trust my preferred toothpaste brand to deliver
high-quality products.
2.3.5 I feel a strong attachment to my preferred toothpaste
brand and would not easily switch to another brand.
2.4 Quality Perception
2.4.1 I believe that well-known toothpaste brands offer higher
quality products.
2.4.2 I think that toothpaste brands with advanced ingredients
are of higher quality.
2.4.3 I associate toothpaste brands with good reputation with
high-quality products.
2.4.4 I believe that toothpaste brands that are recommended
by dentists are of higher quality
2.4.5. I think that toothpaste brands with a long history of
existence are of higher quality.
2.5 Brand Loyalty
2.5.1 I always purchase the same toothpaste brand.
2.5.2 I am committed to purchasing toothpaste from my
preferred brand.
2.5.3 I would recommend my preferred toothpaste brand to
friends and family.
2.5.4 I would continue to purchase my preferred toothpaste
brand even if a competitor's brand is cheaper.
2.5.5 I feel a strong sense of loyalty to my preferred
toothpaste brand.
No. 2.6 Experiences SA(5) A(4) N(3) D(2) SD(1)
2.6.1 The brand positioning of a toothpaste
significantly impacts my buying behaviour.
Suggestion for improvement
_____________________________________________________________________
Signature of the candidate