Market Mix Modelling Questionnaire (Yoo, 2000)

Price
The price of X is high
The price of X is low
X is expensive

Store image
The stores where I can buy X carry products of high quality
The stores where I can buy X would be of high quality
The stores where I can buy X have well-known brands

Distribution intensity
More stores sell X, as compared to its competing brands
The number of the stores that deal with X is more than that of its competing brands
X is distributed through as many stores as possible

Advertising spending
X is intensively advertised
The ad campaigns for X seem very expensive, compared to campaigns for competing brands
The ad campaigns for X are seen frequently

Price deals
Price deals for X are frequently offered
Too many times price deals for X are presented
Price deals for X are emphasized more than seems reasonable

Perceived quality
X is of high quality
The likely quality of X is extremely high
The likelihood that X would be functional is very high
The likelihood that X is reliable is very high
X must be of very good quality
X appears to be of very poor quality

Brand loyalty
I consider myself to be loyal to X
X would be my first choice
I will not buy other brands if X is available at the store

Brand associations with brand awareness
I know what X looks like
I can recognize X among other competing brands
I am aware of X
Some characteristics of X come to my mind quickly
I can quickly recall the symbol or logo of X.
I have difficulty in imagining X in my mind

Overall brand equity
It makes sense to buy X instead of any other brand, even if they are the same
Even if another brand has same features as X, I would prefer to buy X
If there is another brand as good as X, I prefer to buy X
If another brand is not different from X in any way, it seems smarter to purchase X

Source: Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the academy of marketing science,28(2), 195-211.

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