1. Hello. Abercrombie & Fitch is today trying to improve our product, in the case the Perfume
Fierce, however we are not trying to sell it now for you. We just want you to provide some
answers to help us in the future. Also all answers will be confidential and will just be for our own
use of improvement.
1 – To start we need to make sure you follow the gender we are looking for. Please, at
first tell us your gender:
MALE
FEMALE
(Finish here if you are a female)
2 - Secondly we need to make sure you make part of our target market. So tell us your
age:
Age
I do not want to answer: _____________ (FINISH HERE)
(Acceptable ages between 17 and 25, if different finish it here)
DATE:
06/09/2015
PERFUME
ABERCROMBIE
&
FITCH
–
FIERCE
CLIENTS
150
ONLINE
INTERVIEWS

2. 3 – Now it is necessary that you provide us your background. We need to get different
opinions, so select the response that best describes you:
African American or Black_____________1
Asian_____________________________2
Hispanic or Latino___________________3
White, Anglo, or Caucasian____________4
Other (SPECIFY)____________________5
Don’t know/Prefer not to answer________6 (FINISH HERE)
4 – Please write the country you were born in the following space:
5 – If you live in a different country, please write the name you are currently living:
6 – What is the currency of your country?
(Only for non-US residents)
Euro _____________1
Pound ____________2
Japanese Yen ______3
Canadian Dollar _____4
Brazilian Real _______5
Peso ______________6
Chinese Yuan _______7
Other (specify) _______8
6 – Do you know anyone working at Abercrombie & Fitch Co.? (That includes all A&F and
Abercrombie stores, Gilly Hicks and Hollister)
No _______
Yes ______
(If your answer is yes, finish it here)

3. 7 – It is very important for us that you answer this question. With your answer, we will
start to get more focused in the product.
Do you purchase perfumes?
Yes______
No ______
8 – If your answer in number 7 was NO, tell us why you do not purchase this kind of
product:
Do not have money____________1
Do not like it__________________2
Never found one that satisfy______3
Do not know where to buy________4
Allergic_______________________5
Other________________________6
The next questions are ONLY for those who answer YES in number 7
9 – How many times you purchase a perfume in one year?
Every 15 days_________1
Monthly______________2
Every 6 months________3
Other________________4
10 – Which of these brands you recall as having perfume?
Ralph Lauren________________1
Hugo Boss__________________2
Calvin Klein_________________3
Diesel______________________4
Chanel_____________________5
Abercrombie & Fitch___________6
Kenneth Cole________________7
Other______________________8

4. 11 – In which of the brands provided previously you have already purchased? (Put the
numbers)
12 – Do you see Abercrombie & Fitch as a good store to sell Perfume?
YES_____
NO______
• If your answer was no, let us know why:
It is only good for clothes_______________1
I did not even know they sell perfume_____2
13 – Have you ever been to a Abercrombie & Fitch Store?
YES_____
NO______
• If yes, can you recognize they all have the same smell?
YES_____
NO______
14 – Have you ever purchased in Abercrombie & Fitch?
YES______
NO_______
(If your answer is no, finish it here)
15 – Have you ever purchased Abercrombie & Fitch Perfume Fierce?
YES____
NO_____
(If your answer is no, finish it here)

5. 16 – Do you still purchase the perfume?
YES_______
NO________
For the next FIVE questions, only answer if you said NO in question 16
A. How many times you used to purchase the Perfume
Fierce?
B. Do you like the smell?
YES_____
NO______
• If your answer was NO, let us know why:
Too strong____________
Too slightly____________
I don’t like the smell______
Other_________________
C. Do you purchase perfume in another store?
YES_______
NO________
• If your answer is YES, let us know in which store
D. The price is something that matter to you?
YES________
NO_________
E. If you said YES in letter D, do you believe Fierce is expensive?
YES______
NO_______
For the next FIVE questions, only answer if you said YES in question 16
A. How many times you purchase the Perfume Fierce in a year
B. In your opinion is the price fair?
YES_______
NO________
C. Do you also purchase perfume in another store?
YES_____
NO______

6. • If your answer is yes, let us know where ____________
D. Why do you purchase Fierce?
Price_______________
Smell______________
Brand______________
Everyone use it_______
Self-esteem__________
E. Would you suggest Fierce to your friends?
YES______
NO_______
17. Do you believe that the use of the shirtless man is too appealing?
YES____________
NO_____________
I don’t care_______
18.Does perfume relate to your personality?
YES_______
NO________
19. Now we would like you to rate some attributes based on Abercrombie & Fitch:
Strong Weak
Name Value 1 2 3 4 5
Quality 1 2 3 4 5
Fashion/Style 1 2 3 4 5
Trusted 1 2 3 4 5
20.For the final question we would like you to tell us if you see Abercrombie & Fitch as
you used to see before:
YES______
NO_______

7. Thank you very much, we appreciate your participation. All the answers will be very
helpful and be sure your opinion really matters to us. To finish the interview, please click
the button FINISH.