This document outlines a survey that will be conducted with 12 of Davivienda's customers regarding their awareness and perceptions of Ricardo Jorge, a character used in Davivienda's advertising. The survey respondents will range in age from 18 to 50 years old and come from strata 4, 5, and 6. The survey includes questions about customers' use of bank products, recall of Davivienda advertising, impressions of Ricardo Jorge, and perceptions of whether Ricardo Jorge benefits or harms Davivienda's image. Results will be compiled and compared to a separate survey.

3. The survey will be applied
to 12 Davivienda´s
customers
GENDER: six females and
six males
AGE: eighteen to fifty
years old
STRATUM: four, five and
six.

4. 1. ¿How often do you use your bank
products?
a. Everyday
b. Two or three times per week
c. Once a week
d. Every fifteen days
e. Once a month or less

5. 2. ¿Do you remember seeing,
reading, hearing some type of
adventising of Davivienda´s
Bank?
_______________________________
_____________________________
_____________________________

6. 3. ¿Can you tell me everything you
remember?
________________________________
________________________________
________________________________
________________________________

7. 4. ¿What comes to your mind
when I mention Ricardo
Jorge?
_______________________________
_____________________________
_____________________________
_____________________________

8. 5. ¿In what media have you
seen, read or heard Ricardo
Jorge?
_______________________________
_____________________________
_____________________________

9. 6. In a scaleform 1 to 5, where 1 is stronly
disagree and 5 is stronly agree, how do
you agree regarding the next words
about Ricardo Jorge Character?
1 2 3 4 5
Modern
Ingenous
Bad Radio Host
Classic
Innocent
Good Radio Host

10. 7. Lets do an exercise, I am going to read some
incomplete sentences and you must complete
them with the first things that comes to your
mind.
a. The best of Ricardo Jorge´s character is_______
b. I think Ricardo Jorge is _______________________
c. Ricardo Jorge´s publicity is ___________________
d. The ugliest thing about Ricardo Jorge is _______
e. My friends believe that Ricardo Jorge ________
f. If Ricardo Jorge didn´t exits __________________

11. 8. ¿Do you think that Ricardo
Jorge is a benefit or the
opposite to Daviviend´s
image?
Benefit Oppposite

12. 9. ¿What characteristics do you
think identify Ricardo Jorge the
most?
_________________________________
________________________________
________________________________
________________________________

13. 10. ¿How would you like to see
Ricardo Jorge?
_______________________________
_____________________________
_____________________________
_____________________________

14. NAME:____________________________
ADRESS:___________________________
PHONE:____________________________
NEIGHBORHOOD:___________________
!THANKS FOR YOUR FEEDBACK!

15. The final presentation we will
show the results of two surveys
and the comparation for them,
for to know the opinion of
Davivienda´s customers