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Moncler Questionnaire

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Appendix 1
QUESTIONNAIRE
We are Master students of Istituto Marangoni (London), and we are conducting primary market research to measure the level of recall and recognition of the Moncler fashion sportswear brand. This questionnaire will take approximately 5 to 10 minutes 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 use ONLY for this research. If you wish to know the overall results of the project, please contact N. Caramia at n.caramia.tutor@istitutomarangoni.org. All personal information collected will be kept anonymous and strictly confidential.

DEMOGRAPHICS:

1. Gender:
Male Female

2. Age group: 18-25 26-35 36-45 46-60

3. Income:
£10,000 or less £10,001-£20,000 £ 20,001-£30,000
£30,001-£40,000 £40,001-£50,000 £50,001 or more

4. Occupation:
Student Entrepreneur Employee Housewife
Other:___________________________

PSYCHOGRAPHICS:
5a. Below is a list of values and lifestyle. Please tick one of the boxes, which relate to you the most. Thinkers: Practical consumers: they look for durability, functionality, and value in the products that they buy. Achievers: Established, prestige products that demonstrate success to their peers Experiencers: Avoid consumers on fashion, entertainment. Emphasis on looking good and having "cool" stuff. Believers: They choose familiar products and established brands loyal customers. Strivers: To demonstrate to peers their ability to buy, they are as impulsive as their financial circumstances will allow. Makers: Unimpressed by material possessions. They prefer value to luxury, they buy basic products.

5b. Which of the followings defines your preferable dressing style ? Trendy wear Casual / Sporty wear Highly fashionable stuff Edgy wear

6. Below is a list of 5 dimension of personality. Please tick one of the boxes, which relates to you the most. Sincerity (Down to heart, honest, wholesome, cheerful) Excitement (Daring, spirited, Imaginative , Up-to-date) Competence (Reliable, intelligent, successful) Sophisticated (Upper class, charming) Ruggedness (Outdoorsy, tough)

7a. Here below is a list of social networking applications. From 1(least)-5(most), rank the order of your preference. Facebook Whatsapp Twitter Pinterst Instagram
7b. Here below you can see online shopping/renting website. Which websites do you use the most to purchase sportswear? asos.com mysecretdressingroom.com netaporter.com stylelend.com yoox.com renttherunway.com farfetch.com c c mytheresa.com

7c. If you were to make a purchase online for fashion goods, what are the most important elements you consider in order of importance? Rank from 1(least)-5(most)c c The product detailc c The reviews of productc c The organization of the sitec c The navigability and functioning of the websitec c The search function

8. What interests you mostly when using social media networking sites? Please rank 1-5 according to your preferences.c c c c c c c c c c Fashionc c c c c c c c c c Foodc c c c c c c c c c Lifestylec c c c c c c c c c Sportsc c c c c c c c c c News

9. What is your motivation / intention to buy into fashion and sportswear goods? Please tick the boxes that relates to you the most. Functionality Comfort Environmental Friendly Products, products that do not pollute the environment Identification/Relationship with brand Rarity/Exclusivity of products and services Products that do not exploit animals and children BRAND RELATED QUESTIONS:
10. Here below are a list of sportswear fashion brands. Please indicate your most preferable one from 1(least)-5(most).

v v 11. Here below is the logo of the Moncler fashion brand. Which of the following five dimension of personality would you relate the most to? Please tick only 1. Sincerity (environment conscious, honest) Daring (adventurous, spirited,trendy) Competence (Reliable, intelligent, successful) Sophisticated (Upper class, charming) Ruggedness (Outdoorsy, tough)
12. Look at the Moncler logo below. What is the first word that comes in your mind when you see it?

___________________________

13. Here below is one of the latest Moncler advertisement. By using one word indicate the first impression you get from the image.

___________________________

14. Here below are some of the products bearing Moncler brand. Please tick the most relevant adjective for you. c c c c c c c c c c c c Stylishc c Elegantc c Innovativec c Luxuriousc c Extravagant 15. If you were to purchase a product of the fashion sportswear brand, what is the maximum price you are willing to pay? Please indicate the product category and the price.c c c c c c Down Jacketsc c £500c c £1000c c £1500 Jacket and coatc c c c £700 £2500c c £5000 Skiwearc c £250c c £1000c c £3000
Knitwearc
c £300c c £600c c £900
Accessories £100 £500 £1100

16. Which of the following fashion magazines do you read and how often?
Vogue: weekly monthly
Grazia weekly monthly
Elle weekly monthly
Hapers-Bazar weekly monthly
Cosmopolitan weekly monthly
GQ weekly monthly

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