APPENDIX A QUESTIONNAIRE

___________________________________________________________________ Questionnaire Form THE RELATIONSHIP BETWEEN BRAND EQUITY AND CUSTOMER SATISFACTION: A CASE STUDY OF TOYOTA CAR USERS

Dear Respondent, I am currently a Management (Marketing) student from Universiti Teknologi Malaysia, hereby to complete this research project in order to fulfill the requirements of my academic program. Therefore, I hereby seek for your goodwill to complete this questionnaire form of my research project. I would like to convey my sincere appreciation for your assistance. All your information will remain CONFIDENTIAL and all date will be for Academic use only.

Thank you. Toh Yong Seng

Section A: Respondents Demographic Information

Instruction: Please tick ( / ).

1. Age

( ) 20 29 ( ) 30 39

( ) 40 49 ( ) 50 and above

2. Gender

( ) Male ( ) Female

3. Race

( ) Malay ( ) Chinese

( ) Indian ( ) Others

4. Highest Education Qualification ( ) Primary ( ) Secondary ( ) Diploma ( ) Bachelor ( ) Postgraduate ( ) Others

5. Monthly Salary Range ( ) Below RM 1000 ( ) RM 2000 RM 3999 ( ) RM 6000 RM 9999 ( ) RM 1000 - RM 1999 ( ) RM 4000 RM 5999 ( ) Above RM 10000

Section B: Purchasing Behavior of Respondent 1. How many cars you possess in your family? ( )1 ( )2 ( ) 3 ( ) 4 or above

2. Prefer to buy new car or second-hand car? ( ) New ( ) Second hand

3. How much is your budget range for buying a new car? ( ) Below RM 50000 ( ) RM 100000 RM 199999 ( ) RM 50000 RM 99999 ( ) RM 200000 or above

Section C: Measuring Customer Based Brand Equity Please tick the appropriate box to indicate your degree of satisfaction.
1 Strongly Disagree 2 Disagree 3 Neutral 4 Agree 5 Strongly Agree

i. Brand Loyalty 1 1. I would always think of Toyota over other brands when I consider buying a new car 2. I will feel good about Toyota over other brands 3. I would feel very attached to Toyota over other brands 4. I would like to recommend Toyota to my family and friends 5. I am still willing to buy Toyota even if its price is higher than other brands in same category ii. Brand Association 1 1. I prefer most toward the brand image of Toyota 2. Toyotas brand image can reflect users lifestyle, social position and status 3. I like and trust toward all products of Toyota 4. I feel proud when driving Toyota cars
5. Toyota cars give me extraordinary feel when drive it

iii. Brand Awareness 1 1. I can recognize Toyota brand quickly among other competing brands 2. I am familiar with Toyota brand
3. I have always update myself with Toyota news

4. Some characteristics of Toyota come to my mind quickly 5. Toyota always on the top of my mind iv. Perceived Quality

1 1. The quality of Toyota brand is good 2. The feature of Toyota cars is better than other brands 3. The product life of Toyota is long 4. The technology of Toyota is reliable 5. All the cars produced by Toyota got the same quality Section D: Customers Satisfaction Please tick the appropriate box to indicate your degree of satisfaction.
1 Strongly Disagree 2 Disagree 3 Neutral 4 Agree

5 Strongly Agree

1 1. I am satisfied with Toyota brand 2. Toyota meets my expectations 3. I had made the right decision in buying Toyota cars 4. I am reassurance when driving Toyota cars 5. Toyota had never disappointed me 6. If you intend to buy a new car, would you choose Toyota? 7. Do you satisfied with the services provided by Toyota?
8. Do you satisfied with the Toyota car model design?

Thank You For Your Cooperation.