Appendix 39 Questionnaire

Hi,
We are students of the Indian Institute of Management. We are conducting a survey on fruit juices. We
would be really obliged if you could spare a few moments to share your views with us.
Thank You.
1.

How many fruit juices on an average do you consume per week?

2.

Less than 3
More than 3

Which of the following beverages have you tasted?

Tropicana

Real

Onjus

Frooti

Jumpin

Xs

Maaza

Slice

Life

Appy

Cold Drinks

Flavoured Milk

Any other (Kindly specify)

______________________________________
_______________________________________________________________________

3.

Please indicate how important each of these features is while buying beverages for your consumption?
(Rate them on a scale of 1 to 5 where 1 - Least Important and 5 - Most Important)

Attributes
Appearance
Freshness
Thickness
Flavour
Taste
Fizz
Absence of Preservatives
Pack size
Brand Image
Price
4.

Please indicate how important each of these benefits is while buying beverages for your consumption?
(Rate them on a scale of 1 to 5 where 1 - Least Important and 5 - Most Important)

Benefits
Health
Thirst Quenching
Hunger Satisfying
Refreshing
Hygiene

5.

Kindly rank the following brands in the order of your preference

1.
2.
3.
4.
5.
6.

Tropicana
Real
Onjus
Frooti
Maaza
Xs

____
____
____
____
____
____

6.

How do you feel the following brands perform on the following attributes.
(Scale being 1 Poor to 7 Excellent)
Appear Freshn Thickn Flavor Taste
Fizz
No
Pack
ance
ess
ess
Preser
Size
vatives
Tropicana
Onjus
Real
Frooti
Maaza
Xs
7.

Buy another brand from the store

Try one or two stores and buy available brand
Search till I find my favourite brand
Postpone my buy till my favourite brand is available
Buy something other than fruit juice like a cold drink / milk / water

Which of the following most closely resembles your purchase of fruit juice?

9.

Price

If your favourite brand is not available at the store you go to, what is your most likely reaction?

8.

Brand
Image

You go to the store and ask for your favourite brand

You ask for one of a set of favourite brands
You go to the store and decide which brand to buy
You generally look for something you havent tried

Which of the following has been your experience while trying a new beverage?
Never

Rarely

Sometimes

Often

Saw the ad and asked for brand

Saw the brand, recalled the ad and asked for it
Was introduced to it by a friend
Saw the P.O.P. and bought the brand
Just saw brand and bought it
Any other (kindly specify) ___________________________________________________
_____________________________________________________________________________

Very
Often

10. Please rate the following brands on the following benefits.

(Scale being 1 Least Important to 7 Most Important)
Health

Thirst
Quenching

Hunger
Satisfying

Refreshing

Hygiene

Tropicana
Onjus
Real
Frooti
Maaza
Xs
11. I dont drink more fruit juices than I do at present because
There isnt enough variety available
Fruit juices are too expensive
Id rather have fruits
Id rather have fresh fruit juice
I am not too fond of fruit juices
Fruit Juices are for people who are ill
12. Please indicate your agreement/ disagreement with the following
(1- Strongly disagree to 5-Strongly agree)
Scale

a.
b.
c.
d.
e.
f
g.

Strongly
disagree
(1)

Somewhat
disagree
(2)

Cant say
(3)

Somewhat
agree
(4)

Strongly agree
(5)

You serve fruit juices to guests at home

1 __
2 __
3 __
4 __
5 __
You have fruit juices with lunch and dinner
1 __
2 __
3 __
4 __
5 __
You have fruit juice with breakfast
1 __
2 __
3 __
4 __
5 __
You drink fruit juice with alcohol.
1 __
2 __
3 __
4 __
5 __
You serve fruit juice at parties
1 __
2 __
3 __
4 __
5 __
You drink fruit juice while shopping
1 __
2 __
3 __
4 __
5 __
You drink fruit juice when you come back from work/ outside.
1 __
2 __
3 __
4 __
5 __

13. Which of the following food categories would you most associate fruit juices with? (Can tick more
than 1)

Pizzas/ Burgers
Chinese
South Indian Snacks (Dosa etc.)
Chat/ Pakora / Kebabs etc
Traditional Indian Meal
Others (Please Specify)

14. Please distribute 20 points between the following as an accompaniment with liquor.
a. Water & Ice
____
b. Soda
____
c. Soft Drinks
____
d. Fruit Juices
____
15. Which of the following places did you feel like having a fruit juice but it was not available
a. Trains

b. Movie halls

c. Bars and Clubs

d. Restaurants

Any other (Please specify)

___________________
___________________
16. Which of the following flavours of fruit juices would you like to consume:
a.
Litchi

b.
Grape

c.
Pomegranate (Anaar)

d.
Sugarcane

e.
Apple

f.
Watermelon

g.
Jamun (Black Currant)

Any other (Please specify)

______________________________
______________________________
17. What kind of ads do you like to see? (Can tick more than one)
Humorous
Emotional Content
Song and Dance
Animation
Dramatic
Life style depicting
Personal Information
Name: ____________________________________
Address:

Tel # a. Age

c. Occupation

d. Education

i. 15 to 25

b.
Annual
household
Income
i.1,10,000 to 2,50,000

i. Student

ii. 26 to 35 years
iii. 36 to 55 years

ii. 2,50,000 to 500,000

iii. Above 5,00,000

ii. Salaried Employee

iii. Self-Employed

i. High School and

below
ii. Graduation
iii. Post-Graduation &
Above

iv. Above 56 years

iv. Housewife

Thank You for your time and effort in filling up this questionnaire

Kindly indicate your agreement-disagreement to the following statements where

1-disagree strongly, 2 Somewhat disagree, 3 Cant Say, 4 Somewhat Agree, 5-Agree Strongly.
This information will be used only for research and kept strictly confidential.
1) I usually buy things in bulk if this gets me a discount
1 __
2 __ 3 __ 4 __ 5 __
2) I always stick to well-known brands
1 __
2 __ 3 __ 4 __ 5 __
3) Whenever there is a new product or brand in the market I am usually one of the first people to try it
1 __
2 __ 3 __ 4 __ 5 __
4) I believe in spending money to enjoy myself now than to save for the future
1 __
2 __ 3 __ 4 __ 5 __
5) I shop in some places because it is fashionable to do so
1 __
2 __ 3 __ 4 __ 5 __
6) I do not like the idea of ready-to-use convenience food as it lacks nutrition
1 __
2 __ 3 __ 4 __ 5 __
7) Advertising persuades you to buy things that you dont really need.
1 __
2 __ 3 __ 4 __ 5 __
8) While eating at a restaurant I like to try out different dishes
1 __
2 __ 3 __ 4 __ 5 __
9) I do not complain about products which do not meet expectations
1 __
2 __ 3 __ 4 __ 5 __
10) I look for value-for-money in all my purchases
1 __
2 __ 3 __ 4 __ 5 __
11) My peers opinions about a brand/product influence my purchasing decision
1 __
2 __ 3 __ 4 __ 5 __
12) Utility or function is more important to me than brand image
1 __
2 __ 3 __ 4 __ 5 __
13) While shopping I end up buying something more than what I had planned
1 __
2 __ 3 __ 4 __ 5 __
14) I generally buy the brand that has a promotion scheme even if my regular brand is available.
1 __
2 __ 3 __ 4 __ 5 __
15) In general advertising is misleading.
1 __
2 __ 3 __ 4 __ 5 __
16) I am careful about what I eat and drink in order to keep my weight under control.
1 __
2 __ 3 __ 4 __ 5 __
17) I generally check the price of all the products I buy, even at a grocery store.
1 __
2 __ 3 __ 4 __ 5 __
18) I think people who are health conscious dont enjoy life enough.
1 __
2 __ 3 __ 4 __ 5 __
19) I generally dont mind paying a little extra for assurance of quality in a product
1 __
2 __ 3 __ 4 __ 5 __
20) Sports/Aerobics are a big of my life.
1 __
2 __ 3 __ 4 __ 5 __