As part of my MBA research thesis at the Iqra University Gulshan Campus Karachi, I am conducting a survey
that investigates the attitudes of the customers towards luxury brands in the youth of Pakistan the case of
mobile phone.”I will appreciate if you could complete the following table. Any information obtained in
connection with this study that can be identified with you will remain confidential.
Respondent’s Details:
Name: _____________________ Age: ________ Gender: Male / Female
Mobile number: ____________ Education: _________________
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
S.R.
No.
Factors (1) (2) (3) (4) (5)
♦Social need (Kyung Hoon Kim1, 2010)
From brand I learn about fashions and about what to buy to
impress others
Brand tells me what people with lifestyles similar to mine are
buying and using.
Brand helps me know which products will or will not reflect
the sort of person I am
Quite often, my phone is amusing and entertaining.
Brand shows the social status. (Soo Jiuan Tan 2007)
♦Materialism (Hye-Jung Park, 2008)
Brand promotes undesirable values in our society.
Brand makes people live in a world of fantasy
I admire people who own expensive homes, cars,
and clothes
I don’t place much emphasis on the amount of
material objects people own as a sign of success
It sometimes bothers me quite a bit that I can’t
afford to buy all the things I’d like
♦Consumer attitude (Soo Jiuan Tan 2007)
