Example of a brand positioning questionnaire and a perceptual map

Brand positioning questionnaire is useful in order to follow the preferences of the chocolate lovers. What it can also be used for is to determine which features people find to be the most important when buying chocolate, for instance price, quality or package deals...
I made up a questionnaire in order to then determine these points and preferences with the help of a perceptual map.

1.       What is your age? ________________

2.       Rate the following attributes (1 to 5) based on their importance when purchasing a chocolate for your child. (5 being most important and 1 being least important).

	5(most important)	4(important)	3(neutral)	2(not that important)	1(unimportant)
Flavour
Colour
Price
Brand name
Sales and package deals
Quality

3.       Rate the following brands (1 to 5) according to your preference. (5 being very favourable, 1 being unfavourable).

	5(highly favourable)	4(favourable)	3(not of strong preference to a product)	2(unvafourable)	1(highly unfavourable)
Kinder
Mars
Snikers
Milka
Bounty
M&M’s
Kit-Kat
Nuts
MilkyWay

4.       Rate the following brands (1 to 3) according to its affordability. (3 being affordable, 1 being unaffordable).

	3(affordable)	2(neutral)	1(unaffordable)
Kinder
Mars
Snikers
Milka
Bounty
M&M’s
Kit-Kat
Nuts
MilkyWay

5.       Rate the following brands according to the frequency of purchasing.

	1(once a week)	2(twice a week)
Kinder
Mars
Snikers
Milka
Bounty
M&M’s
Kit-Kat
Nuts
MilkyWay

6.       Select a number of brands you would rather choose for a child.

Kinder
Mars
Snikers
Milka
Bounty
M&M’s
Kit-Kat
Nuts
MilkyWay

This questionnaire was filled in by 3 of my classmates. I won't publish their results in here to not take a lot of space, but they will be taken into account in order to make the perceptual map. Perceptual map can determine the position of a company's product in relation to those of the competitors.

It means that Milka has the highest preference between the chocolate consumers. The second most preferable brand is Kinder. Brands going to the left have less preference among consumers. M&M's is the most expensive chocolate brand comparing to the other eight. All those brands above the line are relatively on the same price level with minor fluctuations.