Role of brand extension and its impact on brand personality: In the context of Cadbury - Chapter 4: Data Analysis

CHAPTER 4: DATA ANALYSIS
Questionnaire
Q1) Do you know the meaning of brand extension and brand personality?
a) Yes
b) No
c) Maybe
Q2) Do you think that, brand extension plays a significant role in improving the brand
personality?
a) Yes
b) No
c) Maybe
Q3) As per your opinion, what is the main role of brand extension on the brand personality of
Cadbury?
a) Building strong brand image
b) Improving the customer trust
c) Creating the brand value
d) Launching new product
e) Gaining market growth and success
Q4) According to you, what type of brand extension is majorly used by Cadbury to develop a
strong brand personality for their company?
a) Product form extension
b) Company expertise extension
c) Line extension
d) Brand distinction extension
e) Companion product extension
Q5) As per your experience, what is the impact of brand extension on brand personality of
Cadbury?
a) Positive impact
b) Negative impact
c) Neutral impact
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Q6) What is the main impact of brand personality on the brand personality of the company?
a) Gaining higher competitive advantage
b) High emotional attachment with brand
c) Improve communication traits
d) Strong brand image
e) Reduced financial risk
f) High attraction of customer
Q7) Do you think that, company faces challenges while implementing the process of brand
extension within their business operation?
a) Yes
b) No
c) Maybe
Q8) What is the major issue faced by Cadbury during the implication of brand extension
process?
a) Cannibalization of the product
b) Minor increase in sale volume
c) Cluttering of market
d) Inefficiency in marketing and production
e) Unresponsive retail channels
Q9) According to you, what is the major brand extension strategy used by Cadbury to improve
their personality in the market?
a) Price discounting strategy
b) Seeking new market
c) Leveraging business strategy
d) Investing in marketing strategy
Q10) Do you agree that brand extension strategy helps the company in enhancing the brand
personality?
a) Strongly agree
b) Agree
c) Neutral
d) Strongly disagree
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e) Disagree
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Frequency distribution table
Q1) Do you know the meaning of brand extension and brand personality? Frequency
a) Yes 65
b) No 32
c) Maybe 4
Q2) Do you think that, brand extension plays a significant role in improving the
brad personality?
Frequency
a) Yes 72
b) No 22
c) Maybe 7
Q3) As per your opinion, what is the main role of brand extension on the brand
personality of Cadbury?
Frequency
a) Building strong brand image 24
b) Improving the customer trust 34
c) Creating the brand value 10
d) Launching new product 11
e) Gaining market growth and success 22
Q4) According to you, what type of brand extension is majorly used by
Cadbury to develop a strong brand personality for their company?
Frequency
a) Product form extension 15
b) Company expertise extension 22
c) Line extension 25
d) Brand distinction extension 19
e) Companion product extension 20
Q5) As per your experience, what is the impact of brand extension on brand
personality of Cadbury?
Frequency
a) Positive impact 77
b) Negative impact 14
c) Neutral impact 10
Q6) What is the main impact of brand personality on the brand personality of Frequency
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