CONSUMER AWARENESS

1) What is the capacity of your refrigerator and how old it is?

__________________________________________________________________

2) For your decision to buy the ref, how important were each of the following?

neither
not at all very somewhat important somewhat very extremely
nor
important unimportant unimportant unimportant important important important
Brand
Price of ref
Word of mouth
Prev Experience

Technology
Utility
Storage space
Warranty
Aesthetics/colors
Durability

Marketing and ads

Promotions &
offers
Salestalk
Display on shop
floor

3) Do you feel the need for another refrigerator?

__________________________________________________________________

4) If Yes, what capacity and for what purpose?

 __________________________________________________________________

5) Are you planning to buy a new refrigerator? When?

__________________________________________________________________

6) What features do you look for in that refrigerator?

__________________________________________________________________

7) Before you go to the shop, what kind of research do you do?

a. no research
b. online
c. ask family, friends and neighbors
d. Print media (newspapers/magazines)
e. Others _____________________________________

8) Please rank the following (1 –Most important and 5- Least important) for your
purchase of a new refrigerator.

BRAND
PRICE
CAPACITY
AESTHETICS
SPACE

9) On the shop floor, rank the following based on the level of influence on your
purchase decision (1-most influential to 3-least influential)
• Salesman’s recommendations and sales talk
• Attractive display
• Discount or competitive price offered by dealer
 Name: ____________________________
Age group: 22-30 31-40 41-50 51-60 61 & above
Address: ________________________________________________________
Phone: ___________________________

CONCEPT CARDS

Con
 Con

Con

1) Price sensitivities for 1

 a) 10000
b) 9000
c) 11000

2) Price sensitivities for 2

a) 6500
b) 5500
c) 7500

3) Price sensitivities for 3

a) 7000
b) 8000
c) 5000

Q. Which one interests you the most (1, 2 or 3)?

Q. Why?
1) Looks
2) Price
3) Capacity
4) Useful/ features