QUESTIONNAIRE

This survey questionnaire is a part of an independent study of Master in Business

Administration (MBA).The objective of this questionnaire is to study the critical
factors that influence customer choices in buying a car.

Direction: Please mark [X] or fill out all the necessary information about yourself.

Section 1: Personal information

1. Gender

Male
Female

2. Age

18-25 years old

26-35 years old
36-45 years old
46-55 years old
More than 55 years old

3. Marital status

Single
Married with no child
Married with child
Divorce

4. Occupation

Business owner
Office worker
Student
Specialist
Retired
Others (……………………………………………………)
5. Personal income

Less than 20,000 baht

20,000-30,000 baht
30,000-40,000 baht
40,000-50,000 baht
More than 50,000 baht

6. What is your current automotive brand? (Only one answer)

GM
Toyota
Honda
Nissan
Mazda
Mitsubishi
Hyundai
Subaru
Chevrolet
Ford
Mercedes Benz
BMW
Volvo

7. In future, will you plan to buy Toyota car?

Yes (Continue)
No (Finish this interview)

Section 2: Consumers’ attitude and perception

Please rate your agreement level toward product factor, price factor, place factor,
promotion and advertising factor, and branding factor. The agreement level is 1-5
that are 1=strongly disagree, 2=disagree, 3=neutral, 4=agree, and 5=strongly agree.

1 2 3 4 5
Product
9. Toyota provides the high quality materials to produce car
10. Toyota has the high performance engine and power
11. Toyota has various types of car and models
12. Toyota provide consumers to customize car such as
options, color, body parts, and etc.
13. Toyota car is the most durable car comparing to other
brands
Price
14. I think Toyota car is value for money to buy.
15. Toyota offer reasonable price.
16. Toyota has low new car price.
17. Toyota car has high secondhand price in the market.
Promotion and advertising
18. Toyota has attractive sales promotion than other brands.
19. Toyota has more monetary sales promotions such as
discounts and coupons.
20. Toyota has more non monetary sales promotions such as
sweepstakes, free gifts and loyalty programmes.
21. I aware Toyota brand and car information from advertising.
22. Toyota has attractive advertising in Thailand.
23. I think Toyota has the local advertising in Thailand.
24. I think Toyota has the global advertising in Thailand.
25. I think local advertising can influence me to buy Toyota
26. I think global advertising can influence me to buy Toyota
Branding
27. From my opinion, Toyota is the global automotive brand.
28. I think Toyota is the successful automotive brand in
Thailand because Toyota is the global brand.
29. Toyota has the positive brand image in Thailand.

Thankyou For Your Cooperation