1. Brand Audit Questionnaire
Dear Sir/Madam
We are MBA students of School of Management, KIIT University, working on Brand Audit of Idea Cellular .
We would be grateful if you could spare few minutes and answer this questionnaire. This is solely for
academic purpose.
Name: Age:
Occupation: Sex:
1. What Cell phone service provider do you subscribe to?
a) Idea
b) Vodafone
c) Airtel
d) Reliance
e) Tata
f) Other
2. If you are unhappy with your cellular operator then what action you take up?
a) Change your sim
b) Number portability
c) Tell customer care
d) Tell others not to take that sim
3. If you are willing to switch cellular operator then which operator will you prefer?
a) Aircel
b) Vodafone
c) Idea
d) BSNL
e) Tata Docomo
f) Airtel
g) Other____________________
4. Try filling up the missing letters below for these brand names
a) Id __ a b) B__N__ c) A__rt__l d) __o__af__n__ d) A__rc__l f) D__CO__o
5. Try to associate the logos with cellular operator

2. 6. What comes to your mind when you think of Idea cellular?
________________________________________________________________________________
7. If the brand were to come alive as a person, what would it be like (You can give the name of any
known personality with his or her characteristics)? What would it talk about?
_________________________________________________________________________________
_________________________________________________________________________________
8. Rate the Idea Cellular service on the scale of 1-5 (where 1- worst and 5 - Excellent) over following
parameters:
a) Call charges
b) Roaming facility
c) Schemes
d) Customer care
e) Coverage
f) Quality of service
g) Problem of call drop or connectivity
9. What impedes Idea Cellular from being the best Cell phone service provider?
a) Coverage & Voice clarity
b) Customer Service quality
c) Pricing
d) Schemes
e) Others________________________
10. Please rate Idea Cellular on following parameters?
a) Quality of connection
b) Quality of customer care
c) Coverage Strength
d) Quality of billing service
e) Availability(Obtaining new connection and recharge vouchers)
f) Cost of new connection
g) Cost of continuing existing connection
12. Rank the following Cellular service providers in order of preference from 1 to 5?
a) Airtel
b) Vodafone
c) Idea
d) Tata Docomo
e) Aircel
13. Identify the brand based on their Tagline
Tagline Brand Name
Express Yourself
Make the most of now
An idea can change your life
Connecting India
Do the new
14. Which brand personality traits do these following brands describe?

3. Personality traits Vodafone Idea Aircel Airtel BSNL
Down to earth
Cheerful
Imaginative
Up to date
Reliable
Intelligent
Successful
Honest
15. For which brand or brands are the following statement true?
Statements Vodafone Idea Aircel BSNL Airtel
Always maintains a high level of quality
Worth its price
I prefer this brand
I recommend this to others
It has something that other brands do not have
It gives me a feeling of pride and confidence
I am a loyal user of this brand
I trust this brand very much
I intend to go on using this brand in future
16. What suggestions do you like to give to the Idea Cellular?
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
We are very thankful to you for this cooperation. We hope all the information that you have given in the
questionnaire is in accordance to your best expertise.
Thank You!