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Exit Survey
 
 
Investigator: Gary Davies, PhD

The purpose of this research study is to better understand consumer perceptions of products and brands in the marketplace. We need you to complete one survey for us, which will take about 10 minutes. You will need to complete each part of the survey before moving on to the next and you won’t be able to return to prior questions. There are no right or wrong answers; we simply want the response that first comes to mind.

There are no risks associated with this project which are expected to be greater than those ordinarily encountered in daily life. Your participation in this research is voluntary. There is no penalty for refusal to participate, and you are free to withdraw your consent and participation in this project at any time, without penalty. All information about you will be kept in confidence and will not be released. The records will have identification numbers, rather than names, on them; you will not be identified individually and we will be looking at the group as a whole.

Contacts: You may contact the researcher at the following address and phone number, should you desire to discuss your participation in the study and/or request information about the results of the study: Gary Davies, Professor of Strategy, Manchester Business School, University of Manchester, United Kingdom (Tel: +44 161 275 6457, email: [email protected]).

If you choose to participate, please click the button below. By clicking the button, you are indicating that you freely and voluntarily agree to participate in this study and you also acknowledge that you are at least 18 years of age. If you want, you may print a copy of this consent page for your records before you begin.
 
 
 
In this study, you will be asked some questions about different brands of shampoo. There are no right or wrong answers to the questions.

 
 
Tesco is a UK-based retailer present in many countries. A supermarket similar to Walmart, Tesco stores carry a large assortment of products.

Tesco has historically had a good reputation for customer service and for sourcing the finest ingredients . It is ranked highly by both customers and employees.

Please look carefully at the picture on the following screen which shows a Tesco shampoo product and two competing products. Imagine that you are shopping in a Tesco store in Europe and looking at a shelf containing different brands of shampoo.
 
 
 
 
If you were in the market for shampoo, how likely would you be to purchase Tesco Anti-Dandruff Shampoo?
Not At All LikelyVery Likely
1 2 3 4 5 6 7
*  
 
What is the probability that you would purchase Tesco Anti-Dandruff Shampoo?
Very Low Very High
1 2 3 4 5 6 7
*  
 
How appealing is Tesco Anti-Dandruff Shampoo?
Not At All AppealingVery Appealing
1 2 3 4 5 6 7
*  
 
What is your opinion of Tesco Anti-Dandruff Shampoo?
Very UnfavorableVery Favorable
1 2 3 4 5 6 7
*  
 
How do you feel about Tesco Anti-Dandruff Shampoo?
Dislike Very MuchLike Very Much
1 2 3 4 5 6 7
*  
 
Please indicate the degree to which Tesco Anti-Dandruff Shampoo possesses the following characteristics:
Not At AllCompletely
1 2 3 4 5
* Removes dandruff flakes
* Fights dryness
* Calms itching
* Relieves irritation
* Gives beautiful hair
 
 
* What thoughts went through your mind as you looked at the picture? These could be thoughts about a product, information, picture, or anything else. Please write down your thoughts, however relevant or irrelevant:
   
 
The following questions are about Head & Shoulders shampoo:
Very Negative Very Positive
* What is your overall attitude to Head & Shoulders?
-
 
 
Very UnfavorablyVery Favorably
* How favorably do you rate Head & Shoulders
-
 
To what extent do you think Head & Shoulders shampoo possesses the following characteristics?
Not at allCompletely
* Removes dandruff flakes
-
* Fights dryness
-
* Calms itching
-
* Relieves irritation
-
* Gives beautiful hair
-
 
Please rate the extent to which you agree or disagree with the following statements.
Strongly DisagreeStrongly Agree
1 2 3 4 5
* I am familiar with the shampoo product category.
* I have bought private label products from retailers in the past.
* I generally have a favorable attitude towards private label products
* I generally have a favorable attitude to manufacturer brands.
* I choose the shampoo products I buy carefully.
* I am interested in shampoo products.
 
 
* Before taking this survey, were you familiar with Tesco?
 
Yes
 
No
 
 
 
Not at all FamiliarVery Familiar
1 2 3 4 5
* Before doing this survey, how familiar were you with the retailer Tesco?
 
 
Now please rate your perceptions of the retailer Tesco:
Very NegativeVery Positive
1 2 3 4 5 6 7
* Negative - Positive
 
 
Very UnfavorablyVery Favorably
1 2 3 4 5 6 7
* Favorably
 
 
UntrustworthyTrustworthy
1 2 3 4 5 6 7
* Trustworthy
 
 
UnethicalEthical
1 2 3 4 5 6 7
* Ethical
 
 
Profit-OrientedConsumer-Oriented
1 2 3 4 5 6 7
* Orientation
 
How frequently do you purchase the following?:
NeverAlways
1 2 3 4 5
* Shampoo
* Head & Shoulders Anti-Dandruff Shampoo
* L'Oreal Anti-Dandruff Shampoo
 
 
The following section asks your personal opinions about the brand tactics used by Tesco. Please read each item carefully and circle the number which corresponds with your answer.
Strongly Disagree Disagree Neither Agree Strongly Agree
* The packaging of Tesco Anti-Dandruff shampoo helps me understand how well the product may work.
* The packaging of Tesco Anti-Dandruff shampoo is intended to make consumers think that the product is similar to Head & Shoulders.
* The packaging of Tesco Anti-Dandruff shampoo communicates the quality of the product to me.
* The packaging of Tesco Anti-Dandruff shampoo makes me suspicious.
* The packaging of Tesco Anti-Dandruff shampoo is intended to confuse consumers
 
Overall, Tesco's selling tactics are.....
UnethicalEthical
1 2 3 4 5 6 7
* Unethical-Ethical
 
 
ManipulativeNot Manipulative
1 2 3 4 5 6 7
* Manipulative-Not Manipulative
 
 
UnacceptableAcceptable
1 2 3 4 5 6 7
* Unacceptable-Acceptable
 
 
DeceptiveNot Deceptive
1 2 3 4 5 6 7
* Deceptive-Not Deceptive
 
 
Not TypicalTypical
1 2 3 4 5 6 7
* Not Typical-Typical
 
 
InsincereSincere
1 2 3 4 5 6 7
* Insincere-Sincere
 
 
Very DissimilarVery Similar
1 2 3 4 5 6 7
* How similar is the packaging of Tesco Anti-Dandruff Shampoo to the packaging of Head & Shoulders?
 
 
* Do you trust Tesco?
 
Yes
 
No
 
 
Low TrustHighly Trust
1 2 3 4 5 6 7
* Please indicate the extent to which you trust Tesco
 
Please indicate your agreement with the following statements.
Strongly DisagreeStrongly Agree
1 2 3 4 5
* I found the (dis)similarity of packaging between Tesco Anti-Dandruff Shampoo and Head & Shoulders confusing.
* The level of similarity between the packaging of Tesco Anti-Dandruff Shampoo and Head & Shoulders lets me know that the two products function similarly or dissimilarly.
 
Please indicate your agreement to each of the following items:
Strongly DisagreeStrongly Agree
1 2 3 4 5
* I know when an offer is “too good to be true.”
* I can tell when an offer has strings attached.
* I have no trouble understanding the bargaining tactics used by salespersons.
* I know when a marketer is pressuring me to buy.
* I can see through sales gimmicks used to get consumers to buy.
* I can separate fact from fantasy in advertising.
 
 
What is your gender?
 
Male
 
Female
 
 
What is your age?
   
 
 
Are you the primary grocery shopper for your household?
 
Yes
 
No