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2014
January
B
Burberry in Japan
Burberry in Japan
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I am a Master Student of Istituto Marangoni (London). In the course of my dissertation I am conducting primary market research to analyze the Japanese luxury consumers and their relationship with the Burberry brand in Japan. This questionnaire will take approximately 5 mins. to complete. Please read all the questions carefully and answer the entire questionnaire in the specified order. All information collected will be strictly confidential and used ONLY for this research. If you wish to know the overall results of the thesis, please contact my supervisor E. Szczotka at
[email protected]
.
Gender:
Female
Male
Age Group:
20-25
25-35
35-45
45 and above
What do you associate the most with luxury products/services?
High quality
High level of customer service
Unique shopping experience
High prices
Social status
Brand logo
Which luxury brands do you buy in Japan? Please name three:
Where do you prefer to buy luxury brands?
Brand own stores
Outlets
Shopping malls
Department stores
Online (brand website/general website/apps)
Which channels are most likely to trigger your attention and interest on luxury brands?
Magazines
Billboards (and other outdoor advertisement)
TV advertising
Social media
Brand's website
Blogs
Apps
How do you consider Burberry brand?
Luxury brand
Premium brand
What association do you have with the Burberry brand?
British iconic brand
Trendy
Innovative
Casual
What do you associate with the following Burberry labels?
Traditional/Conservative
Cool/Fashionable
Sportive/Casual
Elegant/Sophisticated
Burberry London
Burberry Prorsum
Burberry Brit
Burberry Blue Label
Burberry Black label
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