Competitor Brand Comparison

Thanks for taking part. We'd like to understand how our brand compares with others you might buy. It takes about four minutes.
How often do you buy products of this kind?

Choose one:
- Weekly
- Monthly
- Every few months
- Once a year or less
Which of these brands have you heard of? Select all that apply.

Choose any that apply:
- Our brand
- Main competitor
- Second competitor
- Store or own-label brand
- None of these
Which brand do you buy most often?

Choose one:
- Our brand
- Main competitor
- Second competitor
- Store or own-label brand
- Other brand
Which other brand do you buy most often?

Condition: Only when 'Other brand' was chosen

Open answer
How long have you been buying that brand?

Choose one:
- Less than 6 months
- 6 to 12 months
- 1 to 3 years
- More than 3 years

Compared with our main competitor, how does our brand do on each of these?

Condition: Only for people who know both brands
- Price
- Quality
- Range of products
- Customer service
- Brand image
For each row: choose one:
- Much worse
- Somewhat worse
- About the same
- Somewhat better
- Much better
- Can't judge
Overall, which do you prefer: our brand or our main competitor?

Condition: Only for people who know both brands

Choose one:
- Strongly prefer ours
- Slightly prefer ours
- Slightly prefer theirs
- Strongly prefer theirs
- No preference
- Not sure
What is the main reason for your preference?

Condition: Only when a preference was stated

Open answer

In the last 12 months, have you changed the brand you buy most often?

Choose one:
- Yes
- No
Why did you change? Select all that apply.

Condition: Only for people who changed brand

Choose any that apply:
- Price
- Quality
- Availability
- Someone recommended it
- A special offer
- Something else
How likely are you to change your main brand in the next 12 months?

Choose one:
- Very likely
- Fairly likely
- Fairly unlikely
- Very unlikely
- Don't know

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