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Questionnaire On Consumer Awareness: Sample Template + Survey Questions

Kate Williams

24 February 2023

9 min read

There’s a growing need for a questionnaire on consumer awareness for people to express what they know and what they don’t.

This article has the most comprehensive list of consumer awareness survey questions that you’ll ever need. Use it directly against your competition or to pique customer interest.

This article covers:

What Does Consumer Awareness Mean?

As the term ‘consumer awareness’ (or buyer awareness) clearly suggests, it’s the buyer’s knowledge and depth of understanding about a particular product, type, or company to get the best results out of their purchase.

Having buyer awareness allows consumers to make well-informed decisions that are going to be fruitful for their health and daily work.

Example of consumer awareness: The knowledge of macros in your food. If you know how much carbohydrates, proteins, and fats to take daily, you would pick the right food items from the supermarket.

That’s consumer awareness for you. The questions you should ask to check the awareness levels of your or your competitor’s products come next. Hold tight.

Questionnaire On Consumer Awareness: 60+ Questions To Use For Your Next Survey

Here are 60+ questionnaires on consumer awareness that you can start using right away, starting with general consumer awareness survey questions.

#1. General Consumer Awareness  💯

The consumer awareness survey questions under this type talk about the general customer awareness in their day-to-day buying. It does not delve into anything specific while understanding the level of general awareness of a respondent.

In any awareness survey, the starting few questions should always be of this type, as it sets the tone and gives you a basic outlook about the level of awareness of a survey-taker. These are the questions falling under the general consumer awareness type:

  • Do you look at the manufacturing and expiry date of products before buying? (Yes/No)
  • Do you check the Maximum Retail Price (MRP) of an item every time before buying? (Yes/No)
  • Have you weighed an article carrying a Net Weight tag to verify? (Yes/No)
  • Do you check the prices of different vendors for the same product before buying? (Yes/No)
  • Do you check customer reviews for a software before going ahead with it? (Yes/No)
  • Is it in your nature to always check the nutritional information of a food product? (Yes/No)
  • Do you think about the effect your purchase can have on the environment? (Yes/No)
  • Do you contribute enough to regularly recycle product packaging? (Yes/No)
  • Are you willing to buy products designed with environmental betterment in mind? (Yes/No)
  • What could be the prime reason behind you not purchasing environmentally friendly products? (Open-ended)
  • Are you fully aware of the laws to safeguard customers’ interests? (Yes/No)
  • Should the government be more proactive to prevent adulteration/duplication? (Yes/No)
  • What role do you think the government can play to fully stop adulterated or duplicated products? (Open-ended)
  • What role can you play, as a consumer, to put a stop to adulterated or duplicated products? (Open-ended)
Here’s a questionnaire on consumer awareness questionnaire created with SurveySparrow.

Did you know that you can track consumer trends, including shifts in awareness, with our CX tools?

Curious? Sign up here for FREE to create a similar consumer awareness questionnaire. You will get a full-featured free trial for 14 days.

#2. Product-Specific Awareness  📦

When it comes to product-specific awareness, the questions are always focused on the level of awareness of a customer about a specific product.

You’re not concerned about the overall customer awareness here. For example, you don’t wish to know if a customer is aware of your brand’s mission.

Instead, what’s their level of awareness about one of your specific offerings or products? That’s the intended goal of these questionnaire on consumer awareness.

  • Do you look at the manufacturing and expiry date of [product type] before buying? (Yes/No)
  • From where do you get product recommendations information?
  1. Shopkeepers
  2. Friends/Acquaintances
  3. Family members
  4. Internet sites
  5. TV
  • Which source of [product name] information is the most trustworthy to you?
  1. Shopkeepers
  2. Friends/Acquaintances
  3. Family members
  4. Internet sites
  5. TV
  • Have you ever faced [product name] duplication/adulteration? (Yes/No)
  • What measures did you take for redressing your grievance after knowing about the duplication/adulteration? (Open-ended)
  • On a scale of 1 to 10, how crucial are product reviews for you before buying? (Scale type)
  • On a scale of 1 to 10, how aware are you of our new [product name] features? (Scale type)
  • On a scale of 1 to 10, how aware are your friends and families about [product name]? (Scale type)
  • Were you made fully aware of the new features by our customer support team? (Yes/No)
  •  Are you aware of how exactly [product name] is adding value to you? (Yes/No)
  • How exactly are you aware of our [product name] qualities? Can you give us an instance regarding it? (Open-ended)
  • What feature of our [product name] out of these 5 are you still unaware about? (Give five suitable options)

Questionnaire on Consumer Awareness: Product Awareness Question

#3. Brand Awareness 📱

Understanding a customer’s awareness of your brand helps you measure what the potential and existing customers really think about your brand, whether they trust it, and their loyalty towards it.

With a brand awareness survey questions, you learn about:

  • The feelings your customers have towards the brand
  • Customer loyalty towards your brand
  • The values they share with your brand
  • The knowledge they have about your products and services

Here are the questions for it:

  • What’s the most satisfying aspect of our brand? (Open-ended)
  • What makes you happy about your association with [brand name]? (Open-ended)
  • What’s the one thing, out of these five, that will make you our loyal customer?
  • From where did you find out about us?
  • What values of our brand are the most recognizable? (Open-ended)
  • What brand values of ours do you associate the most with? (Open-ended)
  • What makes us more recognizable than our competitors? (Open-ended)
  • On a scale of 1 to 10, how’s your familiarity with [brand name]’s products and services? (Scale type)
  • What five words you would choose to describe our brand? (Open-ended)
  • Out of these messages, which one do you associate [brand name] with?
  • Which of the following emotions do you feel when [brand name] comes to your mind?
  • On a scale of 1 to 10, how would you describe your level of emotional attachment to [brand name]? (Scale type)
  • How did you first become aware of our brand? (Open-ended)
  • What’s that one word you’ll use to describe [brand name]? (Open-ended)
  • Of the following options, how would you describe your last experience with us?

Questionnaire On Consumer Awareness: Brand Awareness

#4. Competitor Awareness 🥇

Understanding your customer’s competitor awareness is just as much important as knowing their awareness about your products and services. It helps you with two things:

  1. First, if your customers know about the competitors, you can create similar discounts and even better ones to keep them associated.
  2. Secondly, if customers don’t know your direct competitors, then either they’re new, or completely satisfied with your services and support. In that case, all you gotta do is build on this relationship with them further.

Here are the top questions to ask them in this category:

  • Do you currently use products or services from any of the following brands?
  • Out of the following brands, which all have you heard of?
  • Which brand’s products/services are you most aware of?
  • Rank the following values, from the one that’s closest to the one that’s furthest from our brand?
  • Which brand’s discounts and offers are you most familiar with?
  • Which brand’s [product name] details are you most familiar with?

Questionnaire On Consumer Awareness: Competitor Awareness Question

#5. Market Research  🧩

Lastly, consumer awareness of your brand and offerings can also be in the form of market research. Here are the questions to use straightaway;

  • Rank the role of these characteristics in your buying choices from first to last;
  1. Brand Name
  2. Sales Offer
  3. Appearance
  4. Indigenous Production
  5. Eco-Friendliness
  • When was the last time you used a [product type or category]?
  • What brand is the most recognizable in [product category]?
  • When thinking of buying a [product type or category], which product comes to mind as your top choice? (Open-ended)
  • Have you seen [brand name]’s advertisements?
  • When you think of [product category or type], what brands come to mind? (Open-ended)
  • What is the first brand you think of when thinking of [product type]? (Open-ended)
  • Which brands do you purchase [product type] from?
  • Thinking about [product type], which brands would you consider purchasing from in the next six months?
  • Have you purchased our product before? (Yes/No)
  • Which of the following products have you tried?
  • Have you heard of {brand name} before? (Yes/No)

Market Research Question

6 Steps To Get Unbelievable Responses On Your Consumer Awareness Survey!

What does consumer awareness mean? Check.

60+ consumer awareness questions to craft an effective questionnaire on consumer awareness. Check.

What remains now? The steps to build a fantastic, absolutely rocking, consumer awareness survey. These 6 steps, if followed, will give you an awareness survey that customers will readily accept and answer. With no further ado, then, here they are;

#1. Goal Setting  🎯

Before you start creating a consumer awareness survey, know the goals and objectives of why you want to do it. We gave 5 different types of awareness questions for this very reason. All of those have contrasting relevance and potential objectives that you can achieve from them.

A set goal will help you choose consumer awareness survey questions that are effective enough to help you collect the intended information.

#2. Choosing A Survey Tool  🎲

The times of paper surveys conducted physically are long gone. Everyone wants to take a survey based on their schedule and comfort. Online survey tools like SurveySparrow do the job here. It lets you create whatever survey you want, be it customer feedback, market research, or employee assessment, from scratch, and helps you at every step of the process with pre-built templates, questions, sharing options, and dedicated solutions.

To conduct a customer awareness survey, too, you need an efficient tool like this. And this is an important step to determine if you gather enough responses to make your survey. A simple example of a survey tool’s importance is the sharing capabilities it offers. Your respondents can literally take the survey from anywhere, be it through email or a website pop-up. Fantastic, isn’t it?

#3. The Right Template!  🛠

Once you’ve selected the tool, the next step is to select the right survey template. Check out these pre-built survey templates from SurveySparrow.

The template you select has to be logical and comprehensive. Your customers may not have much time to answer your survey, and the template will be decisive. It will allow you to arrange and organize the entire content so respondents can easily read all questions and select answers.

Another thing to take note of is the fact that a survey template should be consistent with your brand’s message, logo, and look. So, use the company logo in your survey and the color that customers can easily identify and associate. Only then will you have enticed them enough to start taking your consumer awareness survey.

#4. Clear Questions  🎤

Well, this goes without saying. You have to formulate questions clearly. It must be direct and not vague. Vagueness in questions will hinder respondents from answering them. You can directly use the 60+ questions we’ve given, but if you wish to create your own, here are some tips;

  • Know your goals well. Revisit them, if necessary.
  • Ask only one thing in a single question.
  • Don’t sway respondents deliberately in any direction.
  • Be specific and direct about what you want to ask.
  • Keep a maximum of 10 questions in a survey.
  • Select a mix of different question types to get comprehensive data.
  • Don’t give vague options. Keep them in line with what you’ve asked in the question.

After preparing the question draft, review it well and make sure to get a few more eyes on it. That will allow you to edit all errors and make the questions better. You can also go ahead with a trial test to see if the survey is hitting all intended goals.

#5. The Subject & Call To Action  📩

The subject line becomes crucial when you’re sending the awareness survey through email. Mention clearly that your survey is short and will only take a couple of minutes to respond. That way, survey-takers will have a clear idea that the survey won’t be a burden! If you’re giving incentives to respondents, mention that as well.

In an email survey, clearly state your call to action. It’s as important, as setting the subject line. For example, mention that clicking the colored link will immediately lead to the survey or make a button that respondents can click to start with the survey. The point is that they must not find it hard to find where they should go to answer the survey.

So an enticing subject and a clear CTA. Don’t miss out on these two for your awareness survey.

#6. Encouraging Invitation  🤝

Email or snail mail, write encouraging invitation for respondents to answer the survey. It serves as an offer for them to answer the survey and they feel respected by your brand that way. This respect goes a long way in developing a great relationship that eventually brings business.

In the invitation, briefly state the purpose of your awareness survey and how a respondent will positively contribute to it. Also, state how long it will take for them to complete the survey. With this, you’re all set to hit that send button and collect rich consumer awareness data. And that’s what we all like, eh?

That’s About It

“Phew, that was a long article!” – You’re feeling this, right?

Well, we feel you. But we also know for a fact that you’re not disappointed with the information you have now. That 60+ vital questionnaire on consumer awareness will forever act as your helping hand. And then there are the 6 key steps for getting outstanding responses to your consumer awareness survey, always!

So the article might feel long, but if it was worth your time, we’re going home happy. And if you have questions about SurveySparrow, we’re just a chat away. Happy surveying!

Kate Williams

Content Marketer at SurveySparrow

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