Indian Institute of Management Ahmedabad A00055 February 23, 2016 Fruitzone India Limited (B): Designing the Research Questionnaire 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. PROJECTIVE TECHNIQUES Projective market research techniques use a disguised approach and involve asking questions which prompt respondents to project underlying motivations, attitudes and feelings. They tap into the subconscious mind to uncover deep-seated beliefs and associations for packaged juice products, which could throw in new parameters to judge and position the product, and thus identify a better targeting strategy. Two techniques, namely, word based association and sentence completion were employed. In word association, a set of seven words, called test words, was chosen and was presented to the respondent one by one and he was asked to say the first thing which came to his mind on hearing the word. The test words and the objective behind including them in the set are provided in Exhibit 1. In sentence completion, a guided stimulus was used to help gain information about the perception of and preference for juices in general and the scope for sugarcane juice in particular. The consultants gave incomplete sentences to the respondents and asked them to complete them with the words or phrases that came to their mind first. See Exhibit 2 for incomplete sentences used in the test. The responses for both word association and sentence completion are shown in Exhibits 3A and 3B respectively. All the respondents for these tests were obtained by mall intercept and either a word association or sentence completion was conducted with them at random without revealing the research motives, to avoid any inherent bias. INSIGHTS FROM THE PROJECTIVE TECHNIQUES STUDY • • A majority of the participants associated fruit juice with health. Juice form is preferred over fruits for convenience. Prepared by Professor Sanjeev Tripathi, Indian Institute of Management, Ahmedabad. The author acknowledges the help and contribution of Kumaravel C (IIMA PGP 2015) and Vishwas Raichur (Academic Associate, IIM Ahmedabad). Cases of the Indian Institute of Management, Ahmedabad, are prepared as a basis for classroom discussion. They are not designed to present illustrations of either correct or incorrect handling of administrative problems. © 2015 by the Indian Institute of Management, Ahmedabad. This document is authorized for use only in Dr Veena Jadhav's SG MJUNE23 Research Methods at S P Jain School of Global Management - Dubai from Jul 2023 to Jan 2024. 2 of 13 • • • • • A00055 60% of the respondents associated packed fruit juice with preservatives. Juice consumption predominantly happens in both retail outlets and juice shops. Freshness is associated with fruits and juice, but taste is not a TOM attribute of juices. The word sugarcane is mainly associated with juice, revealing that juice is the predominant consumption form for sugarcane. Customers also associate ‘tasty’ and ‘energising’ to be TOM attributes for sugarcane. Tropiviva ranks only second amongst the participants, which suggests that despite its highest market share, Tropiviva is possibly losing brand awareness/recall to its nearest competitor. The consultants also prepared a justification for each research question and came up with a document that clearly stated the reason for each research question. 1. What is the willingness to buy the product as compared to other fruit juices and soft drinks in the market? Reason: This will help us to gauge the potential among non-buyers of loose sugarcane juice due to other concerns like hygiene, less availability etc. 2. What is the target segment for sugarcane juice? Reason: For example, sugarcane juice has some health benefits like it fights cancer, stabilises sugar level etc. so older people will be inclined towards the product. But sugarcane juice also tastes very good so children and teenagers may also be inclined to try it. So, we have to find which segment is more inclined towards the product and thus position the product in that segment. 3. What is the price that customers are ready to pay for sugarcane juice? Reason: Currently sugarcane juice is mainly available in unorganised small outlets at low prices, so for such a product, what will be the price consumers would be willing to pay if it is made available by an FMCG company like PepsiCo? 4. What are expectations from the packed sugarcane juice - health/energy/coolant/taste? Reason: This question helps us to capture the perceived benefits of sugarcane juice in the minds of consumers. 5. What is the level of satisfaction with the Tropiviva brand? Reason: If customers already prefer the Tropiviva brand in fruit juices then we can aggressively pursue our goal of introducing the product in the market as they will be ready to purchase the product at least once. 6. What are the taste variants that customers prefer in sugarcane juice? Reason: Currently sugarcane juice is available with some additions like masala, lime juice etc. which customers prefer. So this question will help in finding out the best flavour additions that need to be included in the product. 7. Which form would consumers prefer - can, tetra pack or bottle? Reason: The price of the different forms will be different so this question will help us in pricing. It will also help in determining packaging costs. This document is authorized for use only in Dr Veena Jadhav's SG MJUNE23 Research Methods at S P Jain School of Global Management - Dubai from Jul 2023 to Jan 2024. 3 of 13 A00055 After completing the projective studies and justifying the research questions, the consultants felt that the customer segments for fruit juices could be better classified based on consumer buying behaviour rather than on demographics or socio economic classification. They decided to incorporate questions for classifying customers by behaviour and use that as their basis for analysis of the data from conclusive research. Based on secondary research, the consultants decided to classify the customers into five categories, Information Conscious (IC), Health Conscious (HC), Price Conscious (PC), Convenience Conscious (CC) and Novelty Tryers (NT). See Exhibit 4 for the classification questions. The questionnaire for conclusive research was structured to have three sections. Section 1: Survey respondent contact details and declaration by the survey collector Section 2: Screening and basic details of respondents It included questions that would screen non-consumers of packed fruit juice and people associated with the media or beverages industry. Basic demographic details of the participants and socio economic factors were also recorded in this section. Section 3: This was the main section of the questionnaire and was subdivided as follows Questions 1-3: Customer’s current brand awareness, brand and purchase location preferences Question 4: Classification of customer buying behaviour into one of the five categories Question 5-12: Customer preferences for brand, fruit juice flavours, package type, size, prices, relative importance of juice attributes for packed fruit juices in general Questions 13-23: Customer preferences for package type, size, prices, relative importance of juice attributes, purchase locations and turnoffs for sugar cane juice. This section also included a few pictorial questions that showed the potential product positioning for the customers. QUESTIONNAIRE PRETESTING Each of the questions in the conclusive research questionnaire was mapped to one of the research questions. Some repetition in questions was done to check for consistency of the responses. For example, brand and flavour preferences were tested both during oral screening and also during the administration of the main section of the questionnaire. The questionnaire was also translated into Hindi to give survey respondents the choice of their language. IMI wanted to assess whether the intended question was getting across to the respondents in an unambiguous manner, so a pretesting of the questionnaire was done. The procedure involved administering the survey to three respondents and asking the respondent to think aloud as to what he understood from the survey questions, and how exactly he had arrived at the response for the particular question. The other point of focus was the set of alternatives provided for each question and their mutual exclusiveness and collective exhaustiveness. This document is authorized for use only in Dr Veena Jadhav's SG MJUNE23 Research Methods at S P Jain School of Global Management - Dubai from Jul 2023 to Jan 2024. 4 of 13 A00055 For example, one of the questions asked about the point of purchase and had options Airports, Railways etc. The respondent pointed out that options like railways and airports themselves had retail outlets/stores within them, which resulted in their being no different from the retail stores. They also said that once in a while visits to these places might not represent their day-today buying behaviour. These options were done away with and the rest were consolidated. Preeti asked IMI to include questions that would assess the reasons for potential concerns among regular packaged juice consumers for sugarcane juice in a similar packaged form. She felt that understanding the underlying concerns of consumers for packaged sugarcane juice was critical in evaluating the feasibility of the product and also in developing marketing strategies that addressed these concerns. This led to the incorporation of question number 15 which asked the survey participants to rate the reasons for their non-preference for sugarcane juice on a 7point Likert scale. Incorporating suggestions from Preeti and also making the changes based on the pretesting results, the conclusive research questionnaire was ready. Ideally, IMI would have liked to test the revised survey questionnaire, but due to lack of time and the nature of changes which were minimal, the consultants believed that the questionnaire was good for field administration. Preeti informed the consultants that she would like them to conduct the market research study with a strong focus on Ahmedabad, the city where they were likely to do the test marketing and only then take it for a pan India launch. WHAT NEXT? The consultants have to come up with a data analysis plan to derive meaningful recommendations on whether to launch sugarcane juice and if yes, what should be the market positioning of such a product. Preeti had asked the consultants to provide their recommendations in a couple of days. The R&D division would start working on the sugarcane juice project as soon as the consultants gave their recommendations. This document is authorized for use only in Dr Veena Jadhav's SG MJUNE23 Research Methods at S P Jain School of Global Management - Dubai from Jul 2023 to Jan 2024. 5 of 13 A00055 Exhibit 1: Word Association – Test Words with objective Sr. No. 1. 2. 3. 4. 5. 6. Test words Healthy drink Fresh Tasty Fruit Juice Brand 7. Sugarcane Objective To find out which were the drinks people considered healthy. This is a filler word and is meant to disguise the purpose of the study. To learn whether people associate juices with being tasty or not. To learn which fruit juice is preferred by people. To learn which kind of juice people prefer drinking. Since most of the previous words are related to juices or fruits, this word is meant to learn which brands consumer associate with juices. 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 1.A person who drinks juice is_____ 2.When I want a healthy drink, I buy___ 3. You prefer drinking juice to eating fruit because______ 4.I think sugarcane juice is good because_______ 5. Packed juice is______ 6. Quality juice can be bought at______ 7. Juice should be drunk by_______ Guided Stimulus Who drinks juice? Why do they drink it? Which drink is positioned as healthy? Reasons for choosing to drink juice over eating fruit and the scope for targeting fruit consumers. Perceived benefits of sugarcane juice. Overall perception of packed juices. Which place serves quality juice? Which category of people does the juice drinker recommend it to? Exhibit 3A: Word Association Responses Respondent 1 Fruit Juice Kiosk apple apple mixed fruit real tasty Respondent 2 Fruit Juice Appy mango apple orange real energising Respondent 3 Juice fruits chocolates mango sweet lime tropiviva too sweet Respondent 4 Glucon-D coconut water Coke water melon Mango Tropiviva Yummy Respondent 5 Juice fruits chocolate mango frooti tropiviva tasty Respondent 6 Water fruit juice Mango Grapes mixed fruit juice minute maid 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 Wafers Sambhar, Curd punjabi cuisine, street food Chocolates, fruits fruits, daal grapes, mangoes water melon, grapes mango, orange Apple Mango, Apricot shake, orange juice tropiviva, Real lime, grape Litchi, Strawberry Orange Google HUL Pepsi, Coca Cola apple, cake Pepsi Microsoft, Apple Juice, Sugar Very tasty, calories sugar, pongal Juice Harvest, Water This document is authorized for use only in Dr Veena Jadhav's SG MJUNE23 Research Methods at S P Jain School of Global Management - Dubai from Jul 2023 to Jan 2024. 6 of 13 A00055 Respondent 12 Orange Lemon Appy Guava Mango Real Sweet Respondent 13 fresh fruit juice fruit juice Frooti Maaza Frooti Coke Sugarcane juice Respondent 14 Frooti fruits ice cream apple mango juice Adidas juice Respondent 15 Mosambi Lime Appy Apple Sugarcane Tropiviva Sweet Exhbit 3B: Sentence Completion Responses Respondent 4 Healthy Respondent 5 health conscious Real fruit juice fresh fruit juice Respondent 3 healthy health conscious Respondent 6 Healthy fresh juice packed juice convenience tasty less effort tasty don't Hydrating healthy don't not good for diabetics Healthy protein supplement / milk don't refreshing Falafaal (Fruit Stall) everyone Falafaal (Fruit Stall) Everyone Respondent 1 smart Respondent 2 not natural concentrated source of energy trendy kiosk malls everyone everyone Respondent 7 supposed to be healthy fresh juice from falafal of convenience full of carbs very low fruit content From Falafal @ Rs. 25 not natural retail outlets artificial flavors Kiosks Everyone Everyone Respondent 8 healthy Respondent 9 awesome Respondent 10 don't know Respondent 11 healthy home made juice quench thrust not good but tasty hygienic Horlicks It is easier It is sweet good Modern retail outlets Malls @ Rs. 100 per L everyone buy orange juice more refreshing Tastier not as healthy fresh juice stores Artificial Falafal everyone Everyone every one, across all age groups Respondent 12 health conscious any apple juice It is easy to carry quite natural Respondent 13 healthy sweet lime convenience healthy Respondent 14 health conscious fruits It is easy like the taste Preserved super market/retail chains people with fast paced life not as good as fresh juice Falafal all age groups better than cola modern outlets any non diabetic Respondent 15 health conscious fresh fruit juice easy to carry it has high sucrose content preserved malls everyone This document is authorized for use only in Dr Veena Jadhav's SG MJUNE23 Research Methods at S P Jain School of Global Management - Dubai from Jul 2023 to Jan 2024. 7 of 13 A00055 Exhibit 4: Questionnaire Cover Letter / March /2014 Location: Project – Beverages / Fruit Juices Date: 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 Form Coded By Number of Tries Coded Date This document is authorized for use only in Dr Veena Jadhav's SG MJUNE23 Research Methods at S P Jain School of Global Management - Dubai from Jul 2023 to Jan 2024. 8 of 13 A00055 SECTION 1: SCREENING &RESPONDENT BASIC DETAILS 1a 1b 2a 2b 4 5 6 7 8 10 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 Do you prefer to drink packed juices? Yes No Yes No 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. Graduate Postgraduate Other Education of Chief Wage Earner (Father / Mother/ Husband) Please tell me the current occupation of the Chief Wage Earner (Father / Mother / Husband)? Business SalariedGovt. Occupationof Chief Wage Earner (Father / Salaried Mother / Spouse)? Private 18-20 yrs 21- 29 yrs 30-50 yrs 50 yrs + Age of the Below Respondent 18 yrs Gender Male Female Salaried Business Home maker Student Respondent Profession Class VI Class XII Graduate Postgraduate Respondent Education ( Tick the highest level attained) 1-4 4-8 8-18 18+ Family Annual Income level (lakhs) Do you own a home Yes No This document is authorized for use only in Dr Veena Jadhav's SG MJUNE23 Research Methods at S P Jain School of Global Management - Dubai from Jul 2023 to Jan 2024. 9 of 13 A00055 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) Juice bars Railway Stations Bus Stations Restaurants Fast Food Centers Road side vendor 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 Tropiviva 1 2 3 4 5 6 Rael 1 2 3 4 5 6 Second Maid 1 2 3 4 5 6 Hravest 1 2 3 4 5 6 Raasna 1 2 3 4 5 6 Nimbhooz 1 2 3 4 5 6 Slize 1 2 3 4 5 6 7 7 7 7 7 7 7 7 Maaasa 7 4 Please read the following statements carefully and indicate 4 the response that most nearly reflect your opinion 5 6 Disagree 3 Neither agree nor disagree 2 Agree 1 Strongly Agree 3 Grocery Chains Movie theaters Kirana Stores Strongly Disagree Pharmacy Airports Mall Food Courts Others 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 This document is authorized for use only in Dr Veena Jadhav's SG MJUNE23 Research Methods at S P Jain School of Global Management - Dubai from Jul 2023 to Jan 2024. Strongly Disagree Disagree Agree Please read the following statements carefully and indicate 4 the response that most nearly reflect your opinion Neither agree nor disagree A00055 Strongly Agree 10 of 13 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 Brand 5a Circle the most favorite brand of your choice Tropiviva Rael Apphy Hravest Raasna Gaterrade Hussna Second Maid Froty Tsinga Nimbhooz Slize Taang Maaasa Flavor 5b Circle all the flavors you have tried at least once in your most favorite brand Pomegranate Orange Apple Mixed Litchi Lemon Sugarcane Grape Mango Pineapple Guava Cranberry Flavor 5c Circle all the flavors you would like to try in your most favorite brand Pomegranate Orange Apple Mixed Litchi Lemon Sugarcane Grape Mango Pineapple Guava Cranberry 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 This document is authorized for use only in Dr Veena Jadhav's SG MJUNE23 Research Methods at S P Jain School of Global Management - Dubai from Jul 2023 to Jan 2024. Strongly Disagree Disagree Neither agree nor disagree Agree Please read the following statements carefully and 8 indicate the response that most nearly reflect your opinion A00055 Strongly Agree 11 of 13 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 2 500 ml 1 2 3 4 1 Litre 1 2 10 11 12 3 3 4 4 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 Rs. 15 1 2 3 4 Rs. 25 1 2 3 3 4 4 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 Rs. 70 1 2 3 4 Rs. 100 1 2 3 3 4 4 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 Price 1 2 3 4 No Preservatives 1 2 3 4 Energy 1 2 3 4 Taste 1 2 3 4 Brand Trust 1 2 3 4 Pure / 100% Juice 1 2 3 4 Discounts / Offers 1 2 3 4 Convenient Size Pack 1 2 3 4 Availability at Store 1 2 3 4 Freshness 1 2 3 4 5 5 5 5 5 5 5 5 5 5 5 6 6 6 6 6 6 6 6 6 6 6 7 7 7 7 7 7 7 7 7 7 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 As a summer re-hydrant 1 2 3 4 5 6 As a welcome drink to guests at home 1 2 3 4 5 6 As a health drink for my kids 1 2 3 4 5 6 As a health drink for the old people at home 1 2 3 4 5 6 7 7 7 7 7 This document is authorized for use only in Dr Veena Jadhav's SG MJUNE23 Research Methods at S P Jain School of Global Management - Dubai from Jul 2023 to Jan 2024. 12 of 13 14 A00055 You will prefer to purchase packed sugar cane juice at (circle the rank in each option) Stalls in malls / cinema Kirana stores 1 2 3 4 1 2 3 theatres Railway station/Airports/ Retail outlets 1 2 3 4 1 2 3 Bus station 4 4 15 Will you prefer sugarcane juice in summer or throughout the year? Summer Throughout the year 16 17 18 19 20 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 Glass bottle 1 2 3 4 Cans 1 2 3 4 4 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 Price 1 2 3 4 5 6 No Preservatives 1 2 3 4 5 6 Energy 1 2 3 4 5 6 Taste 1 2 3 4 5 6 Brand Trust 1 2 3 4 5 6 Pure / 100% Juice 1 2 3 4 5 6 Discounts / Offers 1 2 3 4 5 6 Convenient Size Pack 1 2 3 4 5 6 Availability at Store 1 2 3 4 5 6 Freshness 1 2 3 4 5 6 7 7 7 7 7 7 7 7 7 7 7 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 Rs. 15 1 2 3 4 Rs. 25 1 2 3 4 4 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 Rs. 70 1 2 3 4 Rs. 100 1 2 3 4 4 What will be the most likely reason for you not preferring packaged sugar cane juice? 1-most likely 7- least likely, 4-neutral. Not good for 1 2 3 4 5 6 7 diabetics 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 1 2 3 4 5 6 7 shelf life This document is authorized for use only in Dr Veena Jadhav's SG MJUNE23 Research Methods at S P Jain School of Global Management - Dubai from Jul 2023 to Jan 2024. 13 of 13 A00055 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 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 Price Circle the rank for each of the following items according to your buying preference and quote a price for each. Rank Price 1 2 3 1 2 3 1 2 3 This document is authorized for use only in Dr Veena Jadhav's SG MJUNE23 Research Methods at S P Jain School of Global Management - Dubai from Jul 2023 to Jan 2024.
