Marketing Questionnaire
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1
. List three brands that you have in your kitchen.
List three brands that you have in your kitchen.
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2
. How do you determinate what to buy for your kitchen? (cutlery,...)?
How do you determinate what to buy for your kitchen? (cutlery,...)?
3
. How important is the brand to you when choosing products for your kitchen?
How important is the brand to you when choosing products for your kitchen?
Very important
Important
Somewhat important
Not important
4
. Name one to three brands in order of importance in the following categories:
Name one to three brands in order of importance in the following categories:
Cookware
Storage solutions
Flatware
Kitchen textiles
Cutlery
Barware
Bakeware
Kitchen electrics
Scissors
Pepper Mills
Kitchen tools
Outdoor/Grills
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5
. Do you know ZWILLING J. A. HENCKELS? If so, please answer the following questions.
Do you know ZWILLING J. A. HENCKELS? If so, please answer the following questions.
Yes
No
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6
. Do you know where the brand ZWILLING J. A. HENCKELS originates? If so, please specify where.
Do you know where the brand ZWILLING J. A. HENCKELS originates? If so, please specify where.
Yes
No
Please specify
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7
. What do you associate with ZWILLING J. A. HENCKELS?
What do you associate with ZWILLING J. A. HENCKELS?
Cookware
Storage solutions
Flatware
Kitchen textiles
Cutlery
Barware
Bakeware
Kitchen electrics
Scissors
Pepper Mills
Kitchen tools
Outdoor/Grills
Other (please specify)
8
. Do you feel there is a benefit in using ZWILLING J. A. HENCKELS? If so, what is this benefit?
Do you feel there is a benefit in using ZWILLING J. A. HENCKELS? If so, what is this benefit?
Yes
No
Please specify
Do you know the difference between these two brands?
9
. If you know the difference between these two brands, please specify here:
If you know the difference between these two brands, please specify here:
10
. If ZWILLING J. A. HENCKELS were a person, how would you describe it? (age, hobbies, job, family, personality, values, income level…)
If ZWILLING J. A. HENCKELS were a person, how would you describe it? (age, hobbies, job, family, personality, values, income level…)
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11
. Please choose the value of the following attributes for the ZWILLING J. A. HENCKELS brand (choose a value between 1 and 15. 1=Attribute on the left side, 15=Attribute on the right side):
Value 1 to 15
Trust / Mistrust
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15
Please choose the value of the following attributes for the ZWILLING J. A. HENCKELS brand (choose a value between 1 and 15. 1=Attribute on the left side, 15=Attribute on the right side): Trust / Mistrust Value 1 to 15
High quality / Poor quality
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High quality / Poor quality Value 1 to 15
Security / Insecurity
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Security / Insecurity Value 1 to 15
Well-known / Unknown
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Well-known / Unknown Value 1 to 15
Recognition / Non-recognition
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Recognition / Non-recognition Value 1 to 15
Young / Old
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Young / Old Value 1 to 15
Trendy / Classic
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Trendy / Classic Value 1 to 15
Single-Brand / Multi-Brand
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Single-Brand / Multi-Brand Value 1 to 15
Durable / Disposable
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Durable / Disposable Value 1 to 15
Strong / Weak
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Strong / Weak Value 1 to 15
Premium / Cheap
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Premium / Cheap Value 1 to 15
Knives / Kitchenware
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Knives / Kitchenware Value 1 to 15
12
. If J. A. HENCKELS INTERNATIONAL were a person, how would you describe it? (age, hobbies, job, family, personality, values, income level…)
If J. A. HENCKELS INTERNATIONAL were a person, how would you describe it? (age, hobbies, job, family, personality, values, income level…)
13
. Please choose the value of the following attributes for the J. A. HENCKELS INTERNATIONAL brand (choose a value between 1 and 15. 1=Attribute on the left side, 15=Attribute on the right side):
Value 1 to 15
Trust / Mistrust
1
2
3
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5
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7
8
9
10
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15
Please choose the value of the following attributes for the J. A. HENCKELS INTERNATIONAL brand (choose a value between 1 and 15. 1=Attribute on the left side, 15=Attribute on the right side): Trust / Mistrust Value 1 to 15
High quality / Poor quality
1
2
3
4
5
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8
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10
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High quality / Poor quality Value 1 to 15
Security / Insecurity
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Security / Insecurity Value 1 to 15
Well-known / Unknown
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Well-known / Unknown Value 1 to 15
Recognition / Non-recognition
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2
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Recognition / Non-recognition Value 1 to 15
Young / Old
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2
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Young / Old Value 1 to 15
Trendy / Classic
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Trendy / Classic Value 1 to 15
Single-Brand / Multi-Brand
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Single-Brand / Multi-Brand Value 1 to 15
Durable / Disposable
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Durable / Disposable Value 1 to 15
Strong / Weak
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Strong / Weak Value 1 to 15
Premium / Cheap
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Premium / Cheap Value 1 to 15
Knives / Kitchenware
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Knives / Kitchenware Value 1 to 15
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