A Study of the Relationship between Customer’s Brand Perceptions and Loyalty – A Study of HK Iphone and Smartphones User’s Buying Behaviour

I am a final year student of a bachelor programme in Business Studies of Leeds Metropolitan University. I am doing an academic research on finding out the factors affecting HK mobile phones users' purchase intention of Iphones and Smartphones, their brand perceptions and loyalty. The Data collected from the questionnaire will be used merely for academic use and will not be disclosed. Your opinion may significant influence to the study. Please take few minutes to fill in the questionnaire. Once again, I sincerely thanks for your co-operation.
Questionnaire results are publicly available

A1. What is your gender?

A2.What is your occupation?

A3. What is your monthly income range?

A4.What is your age group

A5.What is your education level?

B1. Which brands of mobile phones do you use?

B2. What is your duration of using mobile phones?

B3. Why do you use your mobile phones?

What is the source of your mobile information?

C1. Please rate the importance of the factors affecting your selection by 5 point scale.(i.e 1 - least important to 5 - most important) Product variable related to performance

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5
The core number and speed of CPU
The size of build-in memory
The ISO performance of build-in camera
The number of pixels of build-in camera
The sensor of build-in camera
Memory card expansion
Compatibility with computer
The size of the phone screen
Supporting multi-media formats
Bluetooth file sharing
Supporting digital currency
The quality/quantity of applications
Other services (such as iCloud, iTunes, etc.)

C2. Please rate the importance of the factors affecting your selection by 5 point scale. (i.e 1 - least important to 5 - most important) Product variables related to branding

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5
The frequency of advertisement
Brand image that reflects personal lifestyle
Friends/Family members are using the same brand
The familiarity of the brand

C3. Please rate the importance of the factors affecting your selection by a 5-point scale. (i.e. 1 - least important to 5 - most important) Product variables related to appearance

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5
The design of outward appearance
The variety of color selection
The touch of outward appearance
The material of outward appearance

C4.Please rate the importance of the factors affecting your selection by 5 point scale.(i.e 1 - least important to 5 - most important) Product variables related to product price

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5
The phone price
The cost/performance ratio
Sales promotion event
The price of peripheral device
The price of application

D1.Please rate the level of your satisfaction by 5 point scale(i.e. 1- strongly dissatisfy to 5 - strongly satisfy)Product variable related to performance

1
2
3
4
5
The core number and speed of the CPU
The size of built-in memory
The ISO performance of built-in camera
The number of pixels of built-in camera
The sensor of built-in camera
Memory card expansion
Compatibility with computer
The size of the phone screen
Supporting multi-media formats
Bluetooth file sharing
Supporting digital currency
The quality/quantity of applications
Other services (such as iCloud, iTunes, etc)

D2. Please rate the level of your satisfaction by 5 point scale (i.e. 1 - strongly dissatisfied to 5 - strongly satisfied) Product variables related to branding

1
2
3
4
5
The frequency of advertisement
Brand image that reflects personal lifestyle
The familiarity of the brand

D3. Please rate the level of your satisfaction on a 5-point scale (i.e. 1 - strongly dissatisfied to 5 - strongly satisfied) Product variables related to appearance

1
2
3
4
5
The design of outward appearance
The variety of color selection
The touch of outward appearance
The material of outward appearance

D4. Please rate the level of your satisfaction by 5 point scale (i.e. 1 - strongly dissatisfy to 5 - strongly satisfy) Product variables related to product price

1
2
3
4
5
The phone price
The cost/performance ratio
Sales promotion event
The price of peripheral device
The price of application

D5a.Please rate the level of your satisfaction by 5 point scale(i.e. 1- strongly dissatisfy to 5 - strongly satisfy)Overall measurement

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5
How would you rate the level of your overall satisfaction with the variables of your mobile phones?

D5b. Please explain the reasons for your rating.

D6a. Does your mobile need to have its variables improved?

D6b. Please explain the reasons for its improvement

D7. Please suggest the variables of your mobile phones that should be improved and the level of improvement that should be achieved.

D8a. Will you buy the same brand of mobile phone next time?

D8b. Please explain your reason for buying the same brand of mobile phones next time.

D9a. Will you recommend the brands of your mobile phones to your friends/relatives?

D9b. Please explain your reason for recommending the brands of your mobile phones to your friends/relatives.

D10a. Do you think the brands of your mobile phones will be the market leader in HK mobile industry in the next 3 to 5 years?

D10b. Please explain the reasons why the brand of your mobile phones will be the market leader in HK mobile industry in the next 3 to 5 years