Methodology- Group discussion (questions)

As I mentioned in the previous post, I will bring Burberry to be as case study in group discussion. This post I come up with questions to ask all group members.

Group discussion

The method which use in this research is group discussion, which the conductor will note all of information. Sampling will collect the data from 4 international students officers both male and female aged 22-30. In the questions will raise Burberry brand as an example of Luxury Fashion Brand in order to give the members more comprehension. The questions are as followed. 

Introduction Questions

Do you know Burberry brand? If No (Describing Burberry Story)

Could you please describe the brand? How is Burberry brand?

Questions for Group Discussion

Do you own any Burberry Products? Why?

1.     Reliability: Every time I buy Burberry shirt, the shirt has the same fabric.

2.     Behaviour: Compare to other luxury fashion brands, Burberry is English Heritage Fashion Brand, which I buy more than others.

3.     Attitude: When I wear Burberry products, it is because Burberry is the brand I like, Make me feel good or the brand I trust.

4.     Perceive Quality: compare to others luxury fashion brands, Burberry is made with high-quality material is still best quality trench coat.

5.     Perceive Performance: I am happy with the brand/ not see any differences even the products were produced out of country of origin.

6.     Perceive Performance:  compare to other brands, Burberry has appeal design and give you a visually attractive.

7.     The image of Burberry: is consistent even some products were produced in others countries. You still see Burberry as Heritage English Fashion Brand, which provide good quality products and appeal design.

8.     Brand Royalty:

·      I still buy Burberry

·      I will recommend this brand to someone who seeks my advice.

·      I will stay in this brand.

·      I will switch to other brands if I experience a problem with this brand  (or I know that they were produced in other countries)

·      I will not switch to other brands even wherever products are produced.

The questions which are stated above base on both the Journal of Marketing Theory and Practise in term of “Brand Equity and Its Significance/Consequence Relationships” (Broyles S. A., Schumann D. W. and Leingpibul T., 2009) and The Journal of Brand Management in term of “An International Perspective on Luxury Brand and country-of-origin effect (Aiello et al 2008) including Annals of Tourism Research in term of “Brand Equity, Brand Royalty and Consumer Satisfaction”  (Nam J., Ekinci Y. and Whyatt G., 2011)