Radford University Senior Exit Survey Qualitative In-Depth Interview

Interviewee Information:

Name:______

Major(s):______

Please provide your e-mail address and phone number for verification purposes only:

E-mail:______

Phone #:______

This study is being undertaken to better understand your attitudes and behavior as a consumer. This interview will assist us to obtain this information. As a willing participant in the study, you will be asked to respond to a series of questions about your personal attitudes, opinions and behaviors. The interview is designed to be like a conversation and it should take about 30 minutes of your time.

Your participation in this study is completely voluntary. You have the right to refuse to answer any question or to withdraw at any time in the process, for any reason and without an explanation. If you withdraw, all information obtained in the study will be destroyed.

All responses that you provide will remain confidential. After completing the interview, your responses will be assigned to a different name to protect your identity. The interview may be recorded so that the detail from your responses is recorded accurately. After the interview has been transcribed and reported, the recording will be erased. If you have any questions about this study, please contact Dr. Angela Stanton, Associate Professor of Marketing at 540-831- 5011 or via e-mail at [email protected].

I voluntarily agree to participate in this study.

______Signature Date

Interviewer Use Only:

Date of Interview:______Start Time:______End Time:______

Interviewed By:______Interview Questions

1. When you are shopping, what items will you only buy in your favorite brand? [FOR EVERY ITEM MENTIONED, ASK:] Why is the brand important to you for this item?

2. From your perspective, how would you define a luxury brand?

3. What would you consider to be some luxury brands? [BE SURE TO PROBE FOR OTHER BRANDS UNTIL EXHAUSTED]. Why do you think these are luxury brands?

4. Why do you think consumers choose luxury brands? [BE SURE TO PROBE FOR OTHER REASONS UNTIL EXHAUSTED].

5. Do you consider yourself to be a luxury brand consumer? Why or why not?

a. [IF RESPONDENT STATES THEY DO NOT HAVE THE INCOME TO PURCHASE LUXURY BRANDS, ASK:] Do you think you will purchase luxury brands when you have a larger income? Why or why not?

6. How much money would you say you have spent during the last year on purchases of articles of clothing, including shoes and other accessories, for yourself? [IF RESPONDENT STATES THEY DO NOT KNOW, TELL THEM THAT YOU’RE JUST LOOKING FOR AN APPROXIMATE DOLLAR VALUE. IF THEY STILL CANNOT ANSWER, ASK THEM WHAT THEY SPEND IN A TYPICAL MONTH FOR CLOTHING AND YOU CAN USE THIS NUMBER TO ESTIMATE THE YEARLY EXPENDITURES].

7. Did you spend less on these clothing purchases than you have in past years? Why or why not?

8. When you are shopping for clothing, what things are most important to you? Why? [BE SURE TO PROBE FOR OTHER ITEMS OF IMPORTANCE UNTIL EXHAUSTED].

a. [IF NOT MENTIONED, ASK:] “How important to you is the brand name of the item?” Why do you feel this way?

9. How important to you is selecting clothing that is considered to be “in fashion” or “the current trend”? Why do you feel this way?

10. When it comes to items of clothing, would you rather save up money for something you really want to buy or would you rather live in the moment and purchase something that catches your attention that day? Why do you feel this way?