Dear Participant,

Thank you for agreeing to share your views for this study to find out views of youth.

Please answer all questions to reflect your views. All information will be anonymized before
use.

[Attitude]

Q1. Given below is the list of statements which people like you often share. What you need
to tell me is the extent to which you agree or disagree with these.

Strongly Disagre Neither Agree Strongly Don’t know /Can’t

Disagree e agree nor Agree say
disagree

1 2 3 4 5 9

S D NA A SA DK/
D ND CS
1. I collect unusual products as a way of telling people I’m different 1 2 3 4 5 9

2. I have sometimes purchased unusual products or brands as a 1 2 3 4 5 9

way to create a more distinctive personal image
3. I often look for one-of-a-kind products or brands so that I create 1 2 3 4 5 9
a style that is all my own
4. Often when buying merchandise, an important goal is to find 1 2 3 4 5 9
something that communicates my uniqueness
5. I often combine possessions in such a way that I create a 1 2 3 4 5 9
personal image for myself that can’t be duplicated
6. I often try to find a more interesting version of run-of-the-mill 1 2 3 4 5 9
products because I enjoy being original
7. I actively seek to develop my personal uniqueness by buying 1 2 3 4 5 9
special products or brands
8. Having an eye for products that are interesting and unusual 1 2 3 4 5 9
assists me in establishing a distinctive image
9. The products and brands that I like best are the ones that 1 2 3 4 5 9
express my individuality
10. I often think of the things I buy and do in terms of how I can 1 2 3 4 5 9
use them to shape a more unusual personal image
11. I’m often on the lookout for new products or brands that will 1 2 3 4 5 9
add to my personal uniqueness
12. When dressing, I have sometimes dared to be different in ways 1 2 3 4 5 9
that others are likely to disapprove
13. As far as I’m concerned, when it comes to the products I buy 1 2 3 4 5 9
and the situations in which I use them, customs and rules are made
to be broken
14. I often dress unconventionally even when it’s likely to offend 1 2 3 4 5 9
others
15. I rarely act in agreement with what others think are the right 1 2 3 4 5 9
things to buy
16. Concern for being out of place doesn’t prevent me from wearing 1 2 3 4 5 9
what I want to wear
17. When it comes to the products I buy and the situations in which 1 2 3 4 5 9
I use them, I have often broken customs and rules
18. I have often violated the understood rules of my social group 1 2 3 4 5 9
regarding what to buy or own
19. I have often gone against the understood rules of my social 1 2 3 4 5 9
group regarding when and how certain products are properly used
20. I enjoy challenging the prevailing taste of people I know by 1 2 3 4 5 9
buying something they wouldn’t seem to accept
21. If someone hinted that I had been dressing inappropriately for a 1 2 3 4 5 9
social situation, I would continue dressing in the same manner
22. When I dress differently, I’m often aware that others think I’m 1 2 3 4 5 9
peculiar, but I don’t care
23. When products or brands I like become extremely popular, I 1 2 3 4 5 9
lose interest in them
24. I avoid products or brands that have already been accepted and 1 2 3 4 5 9
purchased by the average consumer
25. When a product I own becomes popular among the general 1 2 3 4 5 9
population, I begin using it less
26. I often try to avoid products or brands that I know are bought 1 2 3 4 5 9
by the general population
27. As a rule, I dislike products or brands that are customarily 1 2 3 4 5 9
purchased by everyone
28. I give up wearing fashions I’ve purchased once they become 1 2 3 4 5 9
popular among the general public
29. The more commonplace a product or brand is among the 1 2 3 4 5 9
general population, the less interested I am in buying it
30. Products don’t seem to hold much value for me when they are 1 2 3 4 5 9
purchased regularly by everyone
31. When a style of clothing I own becomes too commonplace, I 1 2 3 4 5 9
usually quit wearing it.

[BRAND IMAGERY]

Q2. I would now like to know your preference for brands of smartphones on specific
parameters. Read out the statements one by one, and then you may choose only
one brand or more than one depending on whether you feel the brand fits on the
image. You may also choose ‘none of these’, if you feel that way.

Apple Samsu Noki HTC Karb Micro Dk / None

ng a onn max CS

1 2 3 4 5 6 A B
1. If you were looking for international image, which of these brands of smartphones
would you prefer?
1 2 3 4 5 6 A B

2. If you were looking for phones with good battery life, which of these brands of
smartphones would you prefer?
1 2 3 4 5 6 A B

3. If you were looking for value for money, which of these brands of smartphones
would you prefer?
1 2 3 4 5 6 A B

4. If you were looking for phones which are taken by your close friends, which of
these brands of smartphones would you prefer?
1 2 3 4 5 6 A B

5. If you were looking for phones which you enjoy using, which of these brands of
smartphones would you prefer?
1 2 3 4 5 6 A B

6. If you were looking for beautiful phones, which of these brands of smartphones
would you prefer?
1 2 3 4 5 6 A B

7. If you were looking for phones with maximum features, which of these brands of
smartphones would you prefer?
1 2 3 4 5 6 A B

8. If you were looking for _________, which of these brands of smartphones would
you prefer?
1 2 3 4 5 6 A B

9. If you were looking for friendly company, which of these brands of smartphones
would you prefer?
1 2 3 4 5 6 A B

10. If you were looking for phones which are close to your heart, which of these
brands of smartphones would you prefer?
1 2 3 4 5 6 A B

11. If you were looking for latest technology, which of these brands of smartphones
would you prefer?
1 2 3 4 5 6 A B

12. If you were looking for phones which is used by people with very high status
in society, which of these brands of smartphones would you prefer?
1 2 3 4 5 6 A B
 [BRAND DISPOSITION]

Please look at the disposition scale as given below. It has seven statements, which could be
used to describe the way you feel about the various brands of smartphones. A statement
may be applicable to more than one brand.

Insist
This is the only brand of smartphones I would ever consider buying / using 1

Prefer
This is one of the brands of smartphones I prefer 2

Intend
This is not one of the brands of smartphones but from what I’ve heard about it
3
recently, I would like to try it

Accept
This is not one of the brands of smartphones I prefer, but I’d buy it /use it
4
under certain circumstances
No
opinion
I’ve heard about this brand of smartphones, but don’t know much about it 5

Unaware
I have never heard of this brand of smartphones 6

Reject
I would never willingly buy / use this brand of smartphones 7

Q 3. I would now like you to tell me how you feel about each of these brands. Could you
tell me which statement best describes or comes closest to the way you feel about
brands of smartphones as given in the grid below?

Brands of Smartphones Insist Prefe Intend Accep No Una Reje

r t Opinio war ct
n e

Apple 1 2 3 4 5 6 7

Samsung 1 2 3 4 5 6 7

Nokia 1 2 3 4 5 6 7

HTC 1 2 3 4 5 6 7

Karbonn 1 2 3 4 5 6 7

Micromax 1 2 3 4 5 6 7
Any other (please 1 2 3 4 5 6 7
specify)_____________
Record:

Roll No.

Age:

Prior Work experience, if any, in no. of months:

Bachelor Degree:

Arts: 1 Commerce: 2 Engineering: 3 Science: 4 Others:_________________(please

specify)