A market research questionnaire on factors that lead to brand loyalty in consumer fashion apparel.

1. Alycia Dailey
Dr. Hart
MRKT 0307501
11/23/15
What factors lead to brand loyalty in
consumer fashion apparel?
Instructions: Thank you for participating in this market research survey. X Brand Clothing
Company’s goal for this survey is to learn what factors lead to brand loyalty in consumer
fashion apparel. This will help to make improvements to the brand. The survey should take 10
minutes, and you can be assured that all responses are completely anonymous.
We appreciate your feed-back!
1. Do you enjoy shopping for clothing? This question serves as a ‘hook’ question
to draw respondents into completing the questionnaire.
 Yes
 No
2. Are you the primary shopper for clothing and clothing accesorries (shoes,
belts, purses, socks…) in your household? This is a general question to gain
factual information about the respondent as it relates to shopping for apparel.
 Yes
 No
3. Over the past month, how many times did you purchase clothing or clothing
accessories for yoursel or someone in your household? Write a number on
the following line: A general question asking the frequency of a behavior where
respondents provide the actual number.
____________________________.
4. How long have you been a customer of our company? The respondent’s
answer to this question will give us perspective of their loyalty and intent to
purchase.
 This is my first purchase
 Less than six months

2. 2
 Six months to a year
 1-2 years
 3 or more years
 I haven’t made a purchase yet
5. I prefer this brand over other brands? Responses will provide insight on brand
preference for the respondents- it tells us ‘where we stand’.
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
6. Would you agree that our brand provides high quality service? Answers
yielded will reveal this as a strength, or an area where the company needs to
focus more effort.
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
7. How would you rate the value for money of our clothing? Responses will
indicate if our customers are satisfied with the quality of our goods or if there
is room for improvement.
 Excellent
 Above average
 Average
 Below average
 Poor
8. Compared to our competitors, are our prices higher, lower, or about the
same? This question shows us where we stand in the marketplace- are we
accurately pricing our goods, or is there room for improvement?
 Much higher
 Somewhat higher

3. 3
 About the same
 Somewhat lower
 Much lower
9. Would you continue buying this brand of clothing if prices increased? Circle
your response in the table below. Responses to this question give us a good
gauge of consumer behavior and their loyalty to the brand.
Not at all likely Extremely likely
0 1 2 3 4 5 6 7 8 9 10
10. How would you rate the quality of our clothing? This question is vital because
we can’t build on brand loyalty if customers feel our products are inferior.
 Very high quality
 High quality
 Neither high nor low quality
 Low quality
 Very low quality
11. Compared to our competitors, is the quality of our clothing better, worse, or
nearly the same? This question is relevant as responses provide insight on
where we stand in the marketplace and demonstrate were we can improve to
gain more loyalty.
 Much better
 Somewhat better
 Nearly the same
 Somewhat worse
 Much worse
12. How well does our clothing meet your needs? Responses from this question
tell us how well our apparel meets the lifestyle needs of our customers; if
needs are met they will most likely continue to be brand loyal.
 Extremely well
 Very well
 Somewhat well
 Not so well

4. 4
 Not at all well
13. How likely are you to choose/repurchase our brand again? Circle your
response in the table below. This is one of the most important questions in the
survey as it tells us our chances of repeat business.
Not at all likely Extremely likely
0 1 2 3 4 5 6 7 8 9 10
14. How likely is it that you would recommend this company to a friend or
colleague? Circle your response in the table below. This question is relevant
because we trust the opinions of our friends and family; their approval and
recommendations could create more loyal customers for the clothing brand.
Not at all likely Extremely likely
0 1 2 3 4 5 6 7 8 9 10
15. Are you a member of our customer loyalty program? Questions 16 and 17 are
both relevant as responses will tell us whether the loyalty program is effective
or not.
 Yes
 No
16. Is the time it takes to accumulate rewards reasonable?
 Yes
 No
 Not a member of the program
17. How much do you spend on clothing for yourself per month? Questions 17-20
are relevant classification questions providing demographics breakdowns on our
respondents.
 < $100
 $100-$200
 $201-$300
 $301-$400
 > $400

5. 5
18. What is your gender?
 Male
 Female
 Prefer not to say
19. What is your age?
 < 20
 20-29
 30-39
 40-49
 50-59
 60 or >
 Prefer not to say
20. What is your annual household income?
 < $25K
 $25k-40K
 $41k-50K
 51-75K
 $76K-$100K
 >$100K
 Prefer not to say