Case
Teaching Notes
Supplementary Resources
Abstract
FIL is contemplating the launch of a new type of packaged juice - natural sugarcane juice - and had entrusted IMI with the market research study. IMI did extensive secondary research, held focus group discussions and in-depth interviews. They had adequate information for designing the questionnaire for conclusive research. However, they felt that the focus group discussions and in depth interviews had not captured the top of mind (TOM) responses of the customers. According to them, TOM responses reflect customer behaviour more accurately and hence might be important in questionnaire design. In order to capture the TOM responses of customers they decided to use some projective interviewing techniques.
This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.
2024 Sage Publications, Inc. All Rights Reserved
Resources
Exhibit 1: Word Association – Test Words With Objective
Sr. No. | Test words | Objective |
1. | Healthy drink | To find out which were the drinks people considered healthy. |
2. | Fresh | This is a filler word and is meant to disguise the purpose of the study. |
3. | Tasty | To learn whether people associate juices with being tasty or not. |
4. | Fruit | To learn which fruit juice is preferred by people. |
5. | Juice | To learn which kind of juice people prefer drinking. |
6. | Brand | Since most of the previous words are related to juices or fruits, this word is meant to learn which brands consumer associate with juices. |
7. | Sugarcane | Since the aim is to launch packed sugarcane juice, the responses for this word can help us to obtain an important attribute which can be incorporated in our product. |
Exhibit 2: Sentence Completion – Incomplete sentences
Sentences | Guided Stimulus |
1. A person who drinks juice is _______ | Who drinks juice? Why do they drink it? |
2. When I want a healthy drink, I buy _______ | Which drink is positioned as healthy? |
3. You prefer drinking juice to eating fruit because _______ | Reasons for choosing to drink juice over eating fruit and the scope for targeting fruit consumers. |
4. I think sugarcane juice is good because _______ | Perceived benefits of sugarcane juice. |
5. Packed juice is _______ | Overall perception of packed juices. |
6. Quality juice can be bought at _______ | Which place serves quality juice? |
7. Juice should be drunk by _______ | Which category of people does the juice drinker recommend it to? |
Exhibit 3A: Word Association Responses
Respondent 1 | Respondent 2 | Respondent 3 | Respondent 4 | Respondent 5 | Respondent 6 |
fruit juice | fruit juice | juice | Glucon-D | juice | water |
kiosk | Appy | fruits | coconut water | fruits | fruit juice |
apple | mango | chocolates | coke | chocolate | mango |
apple | apple | mango | water melon | mango | grapes |
mixed fruit | orange | sweet lime | mango | Frooti | mixed fruit juice |
real | real | Tropiviva | Tropiviva | Tropiviva | Minute Maid |
tasty | energising | too sweet | yummy | tasty | difficult to chew |
Respondent 7 | Respondent 8 | Respondent 9 | Respondent 10 | Respondent 11 |
fresh juice, Minute Maid | Red Bull, real | Horlicks, Boost | butter milk, milk | Tropiviva fresh |
fresh food, fruits | Tropiviva, home made | lime, powder | fresh fruits | real active |
punjabi cuisine, street food | chocolates, fruits | fruits, daal | wafers | sambhar, curd |
grapes, mangoes | water melon, grapes | mango, orange | apple | mango, apricot |
shake, orange juice | Tropiviva, real | lime, grape | orange | litchi, strawberry |
Google HUL | Pepsi, Coca Cola | apple, cake | Pepsi | Microsoft, Apple |
juice, sugar | very tasty, calories | sugar, pongal | juice | harvest, water |
Respondent 12 | Respondent 13 | Respondent 14 | Respondent 15 |
orange | fresh fruit juice | Frooti | Mosambi |
lemon | fruit juice | fruits | lime |
Appy | Frooti | ice cream | Appy |
guava | Maaza | apple | apple |
mango | Frooti | mango juice | sugarcane |
real | Coke | Adidas | Tropiviva |
sweet | sugarcane juice | juice | sweet |
Exhibit 3B: Sentence Completion Responses
Respondent 1 | Respondent 2 | Respondent 3 | Respondent 4 | Respondent 5 | Respondent 6 |
smart | health conscious | healthy | healthy | health conscious | healthy |
real fruit juice | fresh fruit juice | fresh juice | packed juice | protein supplement/milk |
|
convenience | concentrated | less effort | don't | don't | don't |
tasty | source of energy | tasty | not good for diabetics | refreshing | hydrating |
not natural | trendy | healthy | healthy | not natural | artificial flavors |
kiosk | malls | Falafaal (Fruit Stall) | Falafaal (Fruit Stall) | retail outlets | kiosks |
everyone | everyone | everyone | everyone | everyone | everyone |
Respondent 7 | Respondent 8 | Respondent 9 | Respondent 10 | Respondent 11 |
supposed to be healthy | healthy | awesome | don't know | healthy |
fresh juice from falafal | homemade juice | Horlicks | buy orange juice |
|
of convenience | quench thrust | it is easier | more refreshing | tastier |
full of carbs | not good but tasty | it is sweet | ||
very low fruit content | hygienic | good | not as healthy | artificial |
from Falafal @ Rs. 25 | Modern retail outlets Malls @ Rs. 100 per L | fresh juice stores | Falafal | |
every one, across all age groups | everyone | everyone | everyone |
Respondent 12 | Respondent 13 | Respondent 14 | Respondent 15 |
health conscious | healthy | health conscious | health conscious |
any apple juice | sweet lime | fruits | fresh fruit juice |
It is easy to carry | convenience | It is easy | easy to carry |
quite natural | healthy | like the taste | it has high sucrose content |
Preserved | not as good as fresh juice | better than cola | preserved |
super market/retail chains | Falafal | modern outlets | malls |
people with fast paced life | all age groups | any non diabetic | everyone |
Exhibit 4: Questionnaire
Cover Letter
Project – Beverages/Fruit Juices | Date: /March/2014 | Location: |
Respondent Name: | Address: | |
Mobile No: | Email ID: |
Data Supplier Declaration – I declare that the respondent, whose name and address appear above, was unknown to me until the interview. I confirm that, before returning this questionnaire, I have checked that it was carried out in accordance with the Market Research Society of India’s code of conduct (MRSI Link) and instructions designed by our research study group. I understand that the information given to me during the interview must be kept confidential.
Signature of the Interviewer
Form Verified By | Verification Date | Number of Tries |
Form Coded By | Coded Date |
Section 1: Screening & Respondent Basic Details
1a | Are you, or is any member of your immediate family employed in any of the following? a. Market Research Company b. Beverages Company c. News Media – Television, Radio, Newspaper | Yes | No | |||
1b | Do you prefer to drink packed juices? | Yes | No | |||
2a | Please tell me the level to which the Chief Wage Earner (Father/Mother/Husband) of your household is educated? By Chief Wage Earner I mean the person who contributes the most to the household expenditure. | |||||
Education of Chief Wage Earner (Father/Mother/Husband) | Graduate | Postgraduate | Other | |||
2b | Please tell me the current occupation of the Chief Wage Earner (Father/Mother/Husband)? | |||||
Occupation of Chief Wage Earner (Father/Mother/Spouse)? | Business | Salaried Govt. | Salaried Private | |||
4 | Age of the Respondent | Below 18 yrs | 18-20 yrs | 21–29 yrs | 30–50 yrs | 50 yrs + |
5 | Gender | Male | Female | |||
6 | Respondent Profession | Salaried | Business | Home maker | Student | |
7 | Respondent Education (Tick the highest level attained) | Class VI | Class XII | Graduate | Postgraduate | |
8 | Family Annual Income level (lakhs) | 1–4 | 4–8 | 8–18 | 18+ | |
10 | Do you own a home | Yes | No |
Section 2: Respondent Filled Questionnaire – English Version
1. When you think of juices, which brands are you aware of? (Tick all that apply) | |||
Tropiviva | Rael | Second Maid | Hravest |
Froty | Nimbhooz | Slize | Raasna |
Gaterrade | Taang | Hussna | Dulmontte |
Apphy | Others | Maaasa | Tsinga |
2. What are the places from whereyou buy juices? (Tick all that apply) | |||
Pharmacy | Grocery Chains | Juice bars | Restaurants |
Airports | Movie theaters | Railway Stations | Fast Food Centers |
Mall Food Courts | Kirana Stores | Bus Stations | Road side vendor |
Others |
3. For each of these brands how likely are you to buy them? Please rate on scale of 1 to 7 1 – unlikely, 7 – highly likely | |||||||
Froty | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Tropiviva | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Rael | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Second Maid | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Hravest | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Raasna | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Nimbhooz | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Slize | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Maaasa | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
4. Please read the following statements carefully and indicate the response that most nearly reflect your opinion | Strongly Agree | Agree | Neither agree nor disagree | Disagree | Strongly Disagree |
I read the ingredients mentioned on the pack | |||||
I try out new food joints very often | |||||
We use a lot of ready-to-eat foods in our household. | |||||
Frozen foods account for a large part of the food products I use in our household. | |||||
I try to avoid food products with additives. | |||||
I take regular health check-ups. | |||||
I often choose food/beverage because they contribute to weight control. | |||||
I eat a lot of greens (spinach, methi) and vegetables | |||||
When I see a new brand on the shelf, I often buy it just to see what it’s like. | |||||
I compare product information labels to decide which brand to buy | |||||
I read the information sheet given at grocery malls | |||||
I am the kind of person who would try any new product once. | |||||
I exercise regularly | |||||
I use the coupons in the information sheet given at grocery malls | |||||
I buy and stock up products when they are on sale | |||||
I notice when prices of items that I buy change | |||||
I work more than 12 hours every day | |||||
I like the challenge of doing something new. | |||||
I like ready to eat foods and eat them often | |||||
Among items of same quality, I often buy the lowest cost item |
5a | Circle the most favorite brand of your choice | ||||||
Brand | Tropiviva | Rael | Apphy | Hravest | Raasna | Gaterrade | Hussna |
Second Maid | Froty | Tsinga | Nimbhooz | Slize | Taang | Maaasa |
5b | Circle all the flavors you have tried at least once in your most favorite brand | |||||
Flavor | Pomegranate | Orange | Apple | Mixed | Litchi | Lemon |
Sugarcane | Grape | Mango | Pineapple | Guava | Cranberry |
5c | Circle all the flavors you would like to try in your most favorite brand | |||||
Flavor | Pomegranate | Orange | Apple | Mixed | Litchi | Lemon |
6. For each of these juice flavors how likely are you to buy them? Please rate on scale of 1 to 7 1 – unlikely 7 – highly likely | |||||||
Sugarcane | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Apple | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Orange | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Mango | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Mixed fruit | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Lemon | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Grape | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Pomegranate | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
7. For your most preferred juice flavor what is your package preference (circle the rank in each option) | |||||||||
Tetrapak | 1 | 2 | 3 | 4 | PET bottle | 1 | 2 | 3 | 4 |
Glass bottle | 1 | 2 | 3 | 4 | Cans | 1 | 2 | 3 | 4 |
8. Please read the following statements carefully and indicate the response that most nearly reflect your opinion | Strongly Agree | Agree | Neither agree nor disagree | Disagree | Strongly Disagree |
Package must maintain freshness | |||||
Package must be lightweight | |||||
Juice inside must be seen clearly | |||||
Package must be tamper proof | |||||
Package must be ecofriendly and recyclable |
9. Your preferred size for buying packaged juices (circle the rank in each option) | |||||||||
150 ml | 1 | 2 | 3 | 4 | 200 ml | 1 | 2 | 3 | 4 |
500 ml | 1 | 2 | 3 | 4 | 1 Litre | 1 | 2 | 3 | 4 |
10. The right price for 200 ml of packed fruit juice is (circle the rank in each option) | |||||||||
Rs. 10 | 1 | 2 | 3 | 4 | Rs. 20 | 1 | 2 | 3 | 4 |
Rs. 15 | 1 | 2 | 3 | 4 | Rs. 25 | 1 | 2 | 3 | 4 |
11. The right price for 1Litre of packed fruit juice is (circle the rank in each option) | |||||||||
Rs. 50 | 1 | 2 | 3 | 4 | Rs. 80 | 1 | 2 | 3 | 4 |
Rs. 70 | 1 | 2 | 3 | 4 | Rs. 100 | 1 | 2 | 3 | 4 |
12. Which of these attributes do you look for in packed fruit juice? 1 – most desired, 7 – least desired, 4 – neutral | |||||||
Healthy | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Price | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
No Preservatives | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Energy | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Taste | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Brand Trust | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Pure/100% Juice | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Discounts/Offers | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Convenient Size Pack | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Availability at Store | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Freshness | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
The next set of questions pertain to packed sugarcane juice
13. Which of these following ways/forms do you want to consume packed sugarcane juice? 1 – most desired, 7 – least desired, 4 – neutral | |||||||
As a breakfast juice | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
As a summer re-hydrant | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
As a welcome drink to guests at home | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
As a health drink for my kids | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
As a health drink for the old people at home | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
14. You will prefer to purchase packed sugar cane juice at (circle the rank in each option) | |||||||||
Kirana stores | 1 | 2 | 3 | 4 | Stalls in malls/cinema theatres | 1 | 2 | 3 | 4 |
Retail outlets | 1 | 2 | 3 | 4 | Railway station/Airports/Bus station | 1 | 2 | 3 | 4 |
15. Will you prefer sugarcane juice in summer or throughout the year? | |
Summer | Throughout the year |
16. For packed sugarcane juice, you prefer to buy the juice in (circle the rank in each option) | |||||||||
Tetrapak | 1 | 2 | 3 | 4 | PET bottle | 1 | 2 | 3 | 4 |
Glass bottle | 1 | 2 | 3 | 4 | Cans | 1 | 2 | 3 | 4 |
17. Which of these attributes will you prefer to buy packed sugarcane juice (rank all options) 1 – most desired, 7 – least desired, 4 – neutral | |||||||
Healthy | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Price | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
No Preservatives | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Energy | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Taste | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Brand Trust | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Pure/100% Juice | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Discounts/Offers | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Convenient Size Pack | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Availability at Store | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Freshness | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
18. The right price for 200 ml of packed sugar cane juice is (circle the rank in each option) | |||||||||
Rs. 10 | 1 | 2 | 3 | 4 | Rs. 20 | 1 | 2 | 3 | 4 |
Rs. 15 | 1 | 2 | 3 | 4 | Rs. 25 | 1 | 2 | 3 | 4 |
19. The right price for 1 Litre of packed sugar cane juice is (circle the rank in each option) | |||||||||
Rs. 50 | 1 | 2 | 3 | 4 | Rs. 80 | 1 | 2 | 3 | 4 |
Rs. 70 | 1 | 2 | 3 | 4 | Rs. 100 | 1 | 2 | 3 | 4 |
20. What will be the most likely reason for you not preferring packaged sugar cane juice? 1 – most desired, 7 – least desired, 4 – neutral | |||||||
Not good for diabetics | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Don’t like the taste | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Don’t like its color | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Might not remain fresh for long/less shelf life | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
Section 5: Pictorial Questions
Please circle the item that you would most likely buy in the store. Please quote a price you would pay in the box below:
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Price |
Please tick the item that you would most likely buy in the store. Indicate the price you are willing to pay in the box below:
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Price |
Circle the rank for each of the following items according to your buying preference and quote a price for each:
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Rank | 1 | 2 | 3 | 1 | 2 | 3 | 1 | 2 | 3 |
Price |
This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.
2024 Sage Publications, Inc. All Rights Reserved