Questionnaire for the study of consumer purchase, consumption behaviour patterns and promotional strategies
Adopted for marketing by Malaysian small firms
(Information collected are used only for statistical analysis purpose and firm’s personal identity will not be revealed)

1. Firm’s Name: _____________________

2. Gender : Male ☐ Female ☐

3. Age :

4. Race : Malay ☐ Indian ☐ Chinese ☐

5. Qualification : Certificate/SPM ☐ Diploma ☐

Bachelor Degree ☐ Master Degree ☐


6. Specify your firms category: __________________________________

7. Legal Form: Sole proprietorship ☐ Partnership ☐ Private Limited ☐

8. Specify the number of Owners: ________________

9. Specify the number of employees in your firm: ______________
Strongly disagree ☐ Disagree ☐ Neutral ☐ Agree ☐ Strongly Agree ☐

Customer orientation
10. Quality of service

Do you think quality of service improves customer orientation?

Strongly dis-agree ☐ Dis-agree ☐ Neutral ☐ Agree ☐ Strongly Agree ☐







11. Number of existing customers

Do you think number of existing customer contribute to customer orientation?

Strongly dis-agree ☐ Dis-agree ☐ Neutral ☐ Agree ☐ Strongly Agree ☐

12. Customer satisfaction index

Do you think customer satisfaction index influences customer orientation?

Strongly dis-agree ☐ Dis-agree ☐ Neutral ☐ Agree ☐ Strongly Agree ☐

13. Customer intention to re-order the product

Do you think customer intention to re-order the product improves customer orientation?

Strongly dis-agree ☐ Dis-agree ☐ Neutral ☐ Agree ☐ Strongly Agree ☐

14. Trust

Do you think customers trust influences customer orientation?

Strongly dis-agree ☐ Dis-agree ☐ Neutral ☐ Agree ☐ Strongly Agree ☐

15. Deployment

Do you think taking actions to deploy customer orientation throughout the organization influences customer orientation?

Strongly dis-agree ☐ Dis-agree ☐ Neutral ☐ Agree ☐ Strongly Agree ☐

Competitor orientation
16. Number of competitors

Do you think number of competitors influences competitor orientation?

Strongly dis-agree ☐ Dis-agree ☐ Neutral ☐ Agree ☐ Strongly Agree ☐

17. Competitors market share

Do you think competitor’s market share influences competitor orientation?

Strongly dis-agree ☐ Dis-agree ☐ Neutral ☐ Agree ☐ Strongly Agree ☐


18. Competitors attraction- price

Do you think competitor’s price influences competitor orientation?

Strongly dis-agree ☐ Dis-agree ☐ Neutral ☐ Agree ☐ Strongly Agree ☐

19. Competitors attraction- quality

Do you think competitor’s quality influences competitor orientation?

Strongly dis-agree ☐ Dis-agree ☐ Neutral ☐ Agree ☐ Strongly Agree ☐

Inter-Functional coordination
20. Coordination within a level

Do you think coordination within a level influences Inter-Functional coordination?
Strongly dis-agree ☐ Dis-agree ☐ Neutral ☐ Agree ☐ Strongly Agree ☐

21. Coordination among different levels

Do you think coordination among different level influences Inter-Functional coordination?
Strongly dis-agree ☐ Dis-agree ☐ Neutral ☐ Agree ☐ Strongly Agree ☐




22. Flow of control

Do you think flow of control influences Inter-Functional coordination?
Strongly dis-agree ☐ Dis-agree ☐ Neutral ☐ Agree ☐ Strongly Agree ☐

23. Interpersonal relationship

Do you think interpersonal relationship influences Inter-Functional coordination?
Strongly dis-agree ☐ Dis-agree ☐ Neutral ☐ Agree ☐ Strongly Agree ☐

Performance

24. Please specify your annual return on investment. _________________

25. Please specify you Growth rate of sales. _______________________

26. Please specify your Rate of customer retention. ___________________


Thanks for your cooperation.