Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

RESEARCH METHODOLOGY 
The survey instrument used was a structured questionnaire containing three parts. The first part recorded 
the demographic profiles of the respondents, required respondents to rate on a five-point scale, how important the 
opinions of reference groups are to the respondents (measure of values), measured the extent to which the 
respondents consider the consequences of their decisions on their reference groups (measure of behavior), and 
measured brand preference through the concepts of top of mind and share of heart – this was used to segment the 
respondents based on their preference for Mykonos. The second part of the questionnaire was designed to measure 
the personality preference of the respondent based on the five personality dimensions of brands defined by Aaker 

---