Fruitzone India Limited: Designing the Research Questionnaire (B)

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

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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:

Inline

Inline

Inline

Inline

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:

Inline

Inline

Inline

Inline

Price

Circle the rank for each of the following items according to your buying preference and quote a price for each:

Inline

Inline

Inline

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

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