Once the top 150 brands were in pl
ace, a structured questionnaire was formed and one-on-one interviews were carried out with 6000 respondents in 9 cities (Delhi, Jaipur, Mumbai, Kolkata, Bangalore, Hyderabad, Ahmedabad, Pune and Chennai). In order to avoid any bias, the order of the brands was changed for every city. Each of the cities was divided into 4 zones namely North, South, East and West to ensure complete coverage of the target audience. The number of respondents covered was divided based on socioeconomic classification (based on education and occupation) and the number of male and female respondents. Monthly incomes of the respondents was also taken into consideration.
In case of the respondents such as housewives & students, the monthly income of the Chief Wage Earner (CWE) of the household was taken into account. Moreover, since the CWE are mainly males hence the number of respondents for this category was high with 59% of male respondents and 41% female respondents (see gender graph) The survey took into account the Brand Equity (difference between the actual and perceived value of a brand) through the parameters of Brand Image & Perception. Brand Performance, Brand Loyalty, Brand Awareness and Brand Association (for definitions of the parameters, see glossary on page 88) were also taken as major parameters to zero in on the value of a given brand. The respondents rated every brand on each of the parameters on a scale of 1-5 (where 1 is low and 5 is high on the parameter).
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
ace, a structured questionnaire was formed and one-on-one interviews were carried out with 6000 respondents in 9 cities (Delhi, Jaipur, Mumbai, Kolkata, Bangalore, Hyderabad, Ahmedabad, Pune and Chennai). In order to avoid any bias, the order of the brands was changed for every city. Each of the cities was divided into 4 zones namely North, South, East and West to ensure complete coverage of the target audience. The number of respondents covered was divided based on socioeconomic classification (based on education and occupation) and the number of male and female respondents. Monthly incomes of the respondents was also taken into consideration.In case of the respondents such as housewives & students, the monthly income of the Chief Wage Earner (CWE) of the household was taken into account. Moreover, since the CWE are mainly males hence the number of respondents for this category was high with 59% of male respondents and 41% female respondents (see gender graph) The survey took into account the Brand Equity (difference between the actual and perceived value of a brand) through the parameters of Brand Image & Perception. Brand Performance, Brand Loyalty, Brand Awareness and Brand Association (for definitions of the parameters, see glossary on page 88) were also taken as major parameters to zero in on the value of a given brand. The respondents rated every brand on each of the parameters on a scale of 1-5 (where 1 is low and 5 is high on the parameter).
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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