Indian Institute of Management, Lucknow Market Requirement Survey on Fruits and Vegetables 1. General Details of Respondents 1.

1 Place (Rural -1, Urban 2) 1.2 Address a) Area -.. b) District -... c) State -.. 1.3 Gender 1 Male, 2 Female 1.4 Age -. 1.5 Education (Uneducated 01, Educated 02, Primary 03, J. H. School 04, High School/10th 05, Graduate 06, Postgraduate 07, Diploma 08) 1.6 Category - (General 1, OBC 2, Scheduled Caste 3, Scheduled Tribes 4) 1.7 Occupation ..(Mention code as below) (Agriculture 1, Government Service 2, Private Service 3, Housewife 4, Student 5, Retired 7, Business 8, Laborer 8, Unemployed 9) 1.8 Occupation of Husband/Wife-. (Mention code service, refer codes on 1.7) 1.9 Marital Status ..(Married -1, Unmarried 2) 1.10 Eating Habits - (Vegetarian - 1, Non-vegetarian - 2, Both 3) 1.11 Chief Non-veg. Category (Male -1, Female 1, Children 3, All 4) 1.12 Number of Family Members - Total a) Adult Male b) Adult Female - c) Children -.. 1.13 Number of Working Members Total a) Male b) Female 1.14 Total monthly income of family (from all sources) a) <5000 b) 5000-10,000 c) 10001-15000 d) 15001-20000 e) 20001-25000 f) <25000 2 Consumers Buying Behavior & Household Demand Assessment 2.1 Describe the details of following food items purchased for your household on monthly basis:

S,No

Food items

Quantity (Kg/unit)

Value (Rs)

Frequency1

Source2

Period of Consumption (month)

Season al Variati on3

Price Fluct uatio n4

A. Cereals a. b. c. d. e. B. Fruits a. b. c. d. e. C. Vegetables a. b. c. d. e. D. Meat/Fish E. Eggs F. Milk Frequency 1 - daily-1, twice a weekl-2, thrice a week-3, monthly-4, twice a month-5, occasionally-6, Yearly-7 Source2- hawkers-1, roadside shop -2, nearby vendor shop -3, local market -4, super market/hypermarket -5, mandi -6, other -7 Seasonal variation/Price fluctuation3/4 not at all -1, low-2, medium-3, high-4, very high-4 2.2 Give the description of five main semi-preserved/preserved and packed food items used in a month Food items Quantity (Kg/unit) Value (Rs)

S,No a. b. c. d. e. 2.3

Describe the manner in which fruits and vegetables are consumed at your house Vegetable

S,No Type of Food Item Fruit a. Fresh b. Dry c. Canned/Frozen Never-1, Periodically-2, Sometime-3, Often-4, Always-5 2.4 2.5

Do you wish to include more fruits and vegetables in your diet? (Yes-1, No-2, Dont know-3) Why do you want to use more fruits and vegetables in comparison to the previous intake? Reason To stay free from diseases Good for health To reduce weight Views

S. No. a. b. c

d. Change in living standard e. Due to easy availability f. Costly food-items like . g. Rise in Income Totally disagree-1, Partially disagree-2, General-3, Partially agree-4, totally agree-5 2.6 What are the major reasons that act as barriers in consumption of fruits and vegetables?

S.No. Barriers Views a. Lack of Supply b. High prices of goods c Distance from the market d. Lack of knowledge of market price e. Depreciation f. Lack of Storage capacity at home g. Unavailability of fresh fruits and vegetables h. High perishable rate of fruits and vegetables i. Unavailability of selected fruits and vegetables j. Others(Describe) Totally disagree-1, Partially disagree-2, General-3, Partially agree-4, totally agree-5 2.7 2.8 2.9 Do you purchase fruits and vegetables off-season? (Yes-1, No-2, Dont know-3) Do you want to purchase fruits and vegetables off-season? (Yes-1, No-2, Dont know-3) How much more would you like to pay (in percent) for your favorite fruits and vegetables during off-season? Excess Payment (%) >5 5-10 10-25 25-30 30-50 <50 Not at all Fruits Vegetables

S.No. a. b. c d. e. f. g.

2.10 What quantity (in percent) of fruits and vegetables purchased by you gets destroyed? S.No. a. b. c d. e. f. g. Description >5 5-10 10-25 25-30 30-50 <50 Not at all Fruits Vegetables

2.11 How much more would you like to pay (in percent) for selected/packed fruits and vegetables? S.No. a. b. Excess Payment (%) >5 5-10 Fruits Vegetables Cereals

c d. e. f. g.

10-25 25-30 30-50 <50 Not at all

2.12 How much distance do you cover to purchase following food-items? S.No. Distance(Km) Fruits Vegetables Cereals a. >0.5 b. 0.5-1 c 1-2 d. 2-5 e. <5 2.13 Generally what amount of money do you spend at a time to purchase following food-items? S.No. a. b. c d. e. Maximum payment at a time ( Rs.) >10 10-25 25-50 50-100 <100 Fruits Vegetables

2.14 How important are the following factors in purchasing fruits and vegetables? S.No. a . b . c d . e . f. g. h. i. j. k. l. m. n. o. p. q. r. Factors Quality Nutrition Value/ Calorie Taste Flavor Shape/Size Color Freshness Attractive Organic Hygiene Variety Sweet/Sour/Bitter Hard/Soft Raw/Semi Ripe/Ripe Damaged/Rotten Seasonal Unimp ortant Less Important Important More Important Most Important

2.15 Which of the following market factors are more important for you during the purchase of fruits and vegetables? S.No. Factors Unimpo Less Important More Most Important

a. b. c d. e. f. g. h. i. j. k. l. m. n. o. p. q. r. s t. u. v. w. x. 3

rtant Facility Variety Selected Quality Freshness Hygiene Price Bargain Transport Services-Facility Time taken in purchasing Parking facility Traffic Entertainment for Children Co-operation by shopkeeper Display of Items Crowd Supermarket Off-season availability Home-Delivery Credit Card Acceptance ATM/Bank Security Market time

Important

Important

Consumers View on Packaging, Labeling and Branding

3.1 In what condition do you purchase the following food-items? S.No. a. b. c d. 3.2 S.No. a. b. c d. e. f. 3.3 Food-item Fruits Vegetables Cereals Meat/Egg Open Packed by dealer Branded packing by the Company Others

What material would you like to use for packing food-items? Packaging material Polythene Paper Metal/Alloy Jute Cotton Glass Dont like Some unliked Unbiased Some liked More liked

Your views on packaging benefits Description Packaging protects products Packaging protects from tampering View

S.No. a. b.

c Packaging makes products hygienic d. Packaging makes products convenient to use e. Packaging facilitates storage f. Packaging makes labeling easy g. Packaging makes products attractive h. Packaging makes handling easier i. Packaging makes products lucrative j. Packaging makes off-season availability of products k. Packaging protects perishable products l. Packaging makes transportation of products easy Completely Disagree-1, Disagree-2, Unbiased-3, Agree-4, Completely Agree-5 3.4 Your views on hazards related to Packaging Description Packaging increases the price of the commodity Packaging increases the size of the commodity Packaging increases the weight of the commodity Packaging is useless so it should be stopped Non bio-degradable material of packaging are harmful for environment Original condition of the commodity cannot be determined due to packaging View

S.No. a. b. c d. e. f. 3.5

Do you pay attention on the label while purchasing a commodity? a) b) c) d) e) Never With difficulty Sometimes Often Always

3.6 a) b) c) d) e) 3.7

Does printed information of food label on the food product helps you in its purchasing? Never With difficult Sometimes Often Always According to you what necessary informations should be printed on the packaging labels on the food items. Details Name of the product Name and address of the manufacturer of the product Vegetarian and Non-vegetarian Price Warning/Health related information Manufacturing and Expiry Date Information about quantity of artificial material used Quantity of Nutrients Storage related direction (temperature related) Moral Information Warnings for children (Dosage and security related) Uantity to be used Views

S. No. a. b. c d. e. f. g. h. i. j. k. l.

Unimportant-1, Partially important-2, General-3, Very important-4, Most important-4 3.8 Why do you prefer to purchase some specific branded food-items?

S.No. Details Views a. Trust/faith b. Value for money c Quality d. Competitive value e. Originality f. Priority of taste g. h. Specific shape i. Durability j. Display of social status k. Ongoing trend/Fashion Completely Disagree-1, Disagree-2, Unbiased-3, Agree-4, Completely Agree-5 3.9 How important are following factors while purchasing preserved/semi preserved/packaging food-items?

S.No. a. b. c d. e. f. g. h. i. j. k.

Factors View Brand Price Quality Taste Shape-Variety Advertisement Durability Convenience Schemes on products (Free gift, sale etc) Warranty/Guarantee Label Information Vegetarian/Non-vegetarian Satisfaction Comfort in use Personal/Family Preference Ongoing Trend/ Fashion Environmental Safety Unimportant-1, Partially important-2, General-3, Very important-4, Most important-4 3.10 Consumers Views on Packaging/Labeling/Branding S.No. Factors Views How important is packaging for you How important is labeling for you How important is branding for you Unimportant-1, Partially important-2, General-3, Very important-4, Most important-4 4 Consumres View on Food-related Safety

4.1 How aware are you on food related subject? a) Total unawareness b) Not much awareness

c) Unbiased d) Partial awareness e) Much awareness 4.2 Do you think about health while purchasing food items? a) Never b) With difficulty c) Sometimes d) Quite often e) Always How important is organic/hybrid printing on the labels of food items/ Status Unimportant Partially Important Important Very Important Most important Organic Hybrid

4.3

S.No. a. b. c d. e. 4.4

Categorize the following produced food items in their safety standard manner

S.No. Types of Food-items Views a. Hybrid b. Organic c Naturally produced food-items d. Use of chemical fertilizers e. Use of pesticide Not at all safe-1, Less safe-2, Medium-3, Very safe-4, Most safe-5, Dont know-6 4.5 What price (in percent) can you pay for the following types of food items? Details (in %) Cannot pay Yes, between 1to5 Yes, between 5 to 10 Yes, between 10 to 15 Yes, between 15 to 20 Yes more than 20 Safe Food items Organic food items

S.No. a. b. c d. e. f. 4.6

What are the sources through which you get food safety related information? Source Television News paper Radio Internet website Doctor Health Department Food .. Through word of mouth Through family members View

S.No. a. b. c d. e. f. g. h. i.

j. Through friends k. Through school Never-1, Very less-2, Less-3, Much-4, Very much-5 4.7 How much help do you get through information obtained from articles, television and radio report on food safety subjects in buying food items? a) Never b) With difficulty c) Sometimes d) Often e) Always According to you who is basically responsible for the supply of safe food items? Description Government Farmer/Producer Supplier Processor Consumer More responsible Less responsible general Not responsible Not responsible at all Dont know

4.8 S.No.

a. b. c d. e. 5

Consumers View on eating out

5.1 What comes in your mind first when you think of food? S.No. Substance View a. Balanced Diet b. Taste c Calorie d. Freshness e. Satisfaction/Happiness f. Safe food Never-1, With difficulty-2, Sometimes-3, Most of the time-4, Hamesha-5 5.2 What type of food do you prefer to eat out? a) Vegetarian b) Non-vegetarian Generally how many times in a month do you eat out ? a) Never b) Once c) Two to three times d) Four to five times e) More than five times Generally with whom do you go to eat out? a) With family b) With friends c) With office colleagues d) With guests e) Alone

5.3

5.4

5.5

Generally when do you go to eat out? a) On holidays b) When guests come c) When husband/wife is not at home d) When children ask e) When friends ask f) Other (mention) Which kind of restaurant do you prefer to eat in? a) Fast food restaurant b) Internationally recognized restaurants McDonalds, Pizza c) Vegetarian restaurant d) Coffee Shop/Cafeteria e) Familt Restaurant (where liquor is not permitted) What kind of food do you prefer to eat out? Type of food South Indian Muglai Home made food Other Fast food Never Sometimes Most of the time Always

5.6

5.7

S. No. a. b. c d. 5.8

Generally with how many people do you go out to eat with and what is the average expenditure? Details Members Expenditure (Rs.) View

S.No. a. b. 5.9

Which type of service do you prefer to have when you go out to eat? a) Waiter Service b) Self Service c) Other (mention) Name of Surveyor. . Signature. . Date

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