QUESTIONNAIRE

Prelude: The survey mentions a brand called Kingfisher based out of India.
Kingfisher is/was known for its Airlines, Kingfisher beer industry (with a market
share of over 36% in India), Kingfisher Derby and Kingfisher Calendar. Kingfisher
is known to exhibit core values like being dynamic, innovative, value for money,
quality and fun. Considering these values and the associations with the brand,
kindly attempt the following survey. Also there are few services/brands in the
name of Kingfisher which are fictitious in nature for research purpose.
Thank you for taking time for this survey.
1. Which of the following Kingfisher brands do you recognize?
(familiarity)
a. Kingfisher Beer (Any of these): Blue/Ultra/Premium
b. Kingfisher Airlines
c. Kingfisher Derby
d. Kingfisher Music Records
2. According to you, what comes to your mind when you think of
Kingfisher? (reputation)
a. Quality products/ services providing brand
b. A fun and entertainment brand
c. Innovative and dynamic brand
d. Value for money brand
3. If Kingfisher comes up with a new variant of drink called Kingfisher
BerryBuzz which is a non-alcoholic drink, would you like to try it?
(perceived fit)
a. Very Much
b. Somewhat
c. Undecided
d. Not really
e. Not at all
4. Kingfisher has launched a new Megastore which is an
entertainment retail chain store with a wide selection of CDs,
games, books, vinyl records, Kingfisher Calendars, board games
etc. How interested are you to pay a visit and buy something from
the store? (relevance)
a. Very Interested
b. Somewhat interested
c. Neutral
d. Not very interested
e. Not at all interested

5. Kingfisher, with a knowledge in airways, plans to start Kingfisher

Holidays which is focused on planning holidays to the most
undiscovered and exotic locations in India. Would you be
interested to book your trip through KingfisherHolidays.com?
(relevance)
a. Very Interested
b. Somewhat interested
c. Neutral
d. Not very interested
e. Not at all interested
6. The brand has recently ventured into fun and gaming segment by
starting Indias first casino. How likely are to visit the place?
(innovativeness)
a. Very Likely
b. Somewhat likely
c. Neutral
d. Not likely
e. Not at all likely
7. Kingfisher is planning to launch an innovative fitness club with a
value for money deal and top notch facilities at several locations in
India. Would you be interested in joining the club? (innovativeness)
a. Very Interested
b. Somewhat interested
c. Neutral
d. Not very interested
e. Not at all interested
8. Kingfisher plans on starting a group of hotels for budget travellers
across several tourist spots in India as smart alternative for
travellers. Would you prefer to stay at one of their hotels over
holidays?
a. Very Likely
b. Somewhat likely
c. Neutral
d. Not likely
e. Not at all likely
9. For its Christmas and New Year special, Kingfisher plans to launch
its exclusive and dynamically flavoured Whiskey. How appealing is
the idea of new product (such that you might want to try it)?
a. Very much appealing
b. Somewhat appealing
c. Neutral
d. Not very appealing
e. Not at all appealing I dont drink

10.
With its innovative solutions, Kingfisher sees potential in
providing health based services such as a modern health
management program that improves employee health and reduces
healthcare costs. Would you be interested in opting for it?
a. Very Likely
b. Somewhat likely
c. Neutral
d. Not likely
e. Not at all likely
11.
Lastly, of the above, which product/idea would you really
find interesting/worth trying/innovative?
a)
b)
c)
d)
e)
f)
g)
h)

12.
a.
b.
c.
d.
e.
13.
a.
b.
c.

Kingfisher Buzz Berry: non-alcoholic drink

Megastore
Kingfisher Holidays
Casinos
Fitness Club
Budget Hotels
Flavoured Special Edition Whiskey
Health management software

What age group do you belong to?

18-24
25-34
35-44
45-54
55+
Please select your gender
Male
Female
Other