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BRANDED OUT

the Invisible Price Tag : How Social Hierarchies Make Consumers Discriminate Against Brands,and Brands Discriminate Against Consumers, in India

Instructions for Participants

This survey is part of an academic research project examining consumer attitudes toward brand hierarchies in India. There are no right or wrong answers — please respond based on your genuine feelings and experiences. Your responses are completely anonymous and will be used for research purposes only. The survey takes approximately 5-7 minutes to complete.

• Sections A–B: Demographic background  •  Sections C–F: Brand attitudes & perceptions  •  Section G: Open reflection

Researcher : Manmohan Singh, MBA Student IIT Roorkee & Founder Feedec
Let's get started 👇

Email (You will receive a copy of this research)

SECTION A — Demographic Profile

Q1.  Which city tier best describes your primary place of residence?

SECTION A — Demographic Profile Q1.  Which city tier best describes your primary place of residence?
A
B
C
D

Q2. What is your approximate monthly household income?

Q2. What is your approximate monthly household income?
A
B
C
D
E

Q3. What is your highest level of education completed?

Q3. What is your highest level of education completed?
A
B
C
D
E
F

SECTION B — Brand Familiarity & Consumption Tier

Which statement best describes the brands you most regularly purchase for clothing,accessories, or consumer electronics?

Which statement best describes the brands you most regularly purchase for clothing,accessories, or consumer electronics?
A
B
C
D
E

SECTION C — Brand Hierarchy Perception

Strongly

Disagree (1)

Disagree (2)
Neutral (3)
Agree (4)
Strongly Agree (5)

I can tell a person's social background from the brands they

use.

There is a clear, socially understood hierarchy among

brands in India — some are 'higher' and some are 'lower.

Owning a high-status brand makes me feel like I belong to a

higher social group.

I feel uncomfortable when a brand I consider prestigious

becomes popular among people from a lower income

group.

SECTION D — Brand Pollution Sensitivity

Strongly

Disagree (1)

Disagree (2)
Neutral (3)
Agree (4)
Strongly Agree (5)

If a luxury brand is sold at mass-market outlets, I would lose interest.

I would feel embarrassed using a brand associated with lower-income consumers.

I am more conscious of brands in public than in private.

If a brand is endorsed by a lower-class-associated celebrity, my opinion decreases.

SECTION E — Brand Aspiration & Social Signalling

Have you ever felt judged — positively or negatively — by others because of the brand you were using or wearing?

Have you ever felt judged — positively or negatively — by others because of the brand you were using or wearing?
A
B
C
D
E

Strongly

Disagree (1)

Disagree (2)
Neutral (3)
Agree (4)
Strongly Agree (5)

I aspire to own brands above my current level.

Brands I use are important for expressing my identity.

I keep purchases within a consistent brand tier for image.

SECTION F — Brand Origin & Heritage Perceptions

Q16. Which country of origin makes you most willing to pay a premium?

Q16. Which country of origin makes you most willing to pay a premium?
A
B
C
D
E

Q17. How important is brand heritage?

Q17. How important is brand heritage?
A
B
C
D

SECTION G — Open Reflections

Describe a situation where a brand was avoided due to associated users.

"Do you think social media has changed the way people judge others based on the brands they use? How?"

Anything else you'd like to mention?