Questionnaire Organized /Unorganized Retail

READ: Good ___________ (morning/ afternoon/ evening), I am representing QED Tangram Advisory
Services Private Limited. Currently, we are conducting a study on refrigeration industry, especially
focussing on the food retail segment in India. We would be grateful if you could spare some time to
answer few questions. We value your opinion and would request you to kindly share your opinion as
freely as you. We assure you that the entire feedback collected will be kept confidential and will be used
only for the research purpose.

Name of the Respondent :

Designation:
Name of Store:
Contact Number (including Mobile):
City Delhi NCR
Mumbai
Chennai
:
Ahmedaba
Kochi
Luckno
d
w
Complete Address:

Email ID:
Kolkata
Hyderaba
d

Bengalur
u

Ludhian
a

Pune

Total branches
Other store locations

Basic Details
1. Please specify the retail store type? (Select One)
Type of Store
Corporate (Multiple stores in a city having central decision
making / Local Chains)
Non-corporate (Modern Retail stores restricted to a particular
neighborhood/residential/ commercial area)

Tick one
A
B

2. What is the total area of your store in square feet?

Total Area (Sq.ft)
600 800
800 1000
1001 1500
1501 3000
3001 5000
5000 10000
10000 25000
25000 50000
50000+

Tick One
A
B
C
D
E
F
G
H

3. What is the format of the retail store?

Type of Format
Cash & Carry-50000 sq.ft & above
Super Markets-3500 to 5000 sq.ft
Specialized Stores-Varies
Hyper Markets-25000 to 50000 sq.ft
Convenience Stores
Discount Stores-Less than 3000 sq.ft

Tick One
A
B
C
D
E
F

4. What is the typical foot fall per day in your store (total number of visitors in the store irrespective of
purchase being made or not)? __________
5. What is the ownership status of the store?
Ownership Status
Owned
Franchisee
6.
7.
8.
9.

Tick one
A
B

In which year was this store established? _____________

Do you provide home delivery service? (Y/N) _______
Please provide a broad range of average monthly sales for the store ____________
Out of your total sales, what is the estimated % sale from home delivery? Please provide a broad

range __________
10. Out of your total sales, what are the estimated % sales of refrigerated products? Please provide a
broad range __________
11. Did you go for a major store renovation in the past 3 years? (Y/N) _______
12. What is the total area occupied by the refrigerated equipment in your store? ____________
(response to this can be % of total store area or a definite sq. ft. number. This can also be calculated
basis total number of equipment in store and their tentative dimensions)
13. Please provide details related to total shelf space in the store and what % of this is refrigerated?
In Square Feet
Total shelf space
% of refrigerated shelf space
14. Has there been any increase or decrease in total shelf space in past 3 years?
Increase
Decrease

Tick one
A
B

Net Increase / Decrease (Sq. ft.)

15. Has there been any increase or decrease in total refrigerated shelf space in past 3 years?
Tick one
A
B

Increase
Decrease

Net Increase / Decrease (Sq. ft.)

16. Are all the refrigeration equipment in this store added post renovation? (Y/N) _______________
17. What all refrigeration equipment were added?
Sr. No.
1
2

3
4
5
6
7
8
9
10
11
12
13
14

Refrigeration
Equipment
Hard Top Chest
Freezer
Hard Top Chest
Cooler (Hard Top
Chest Chiller)
Glass Top Freezer
Upright Freezer
Upright Chiller
Serve Over Counter
(Counter Top Chiller)
Combinati (Counter
Top Freezer)
Visi Coolers
Confectionery
Showcase
Island Freezers
Multideck
Other __________
Other __________
Other____________

Nos. purchased

Company/Brand

Capacity

Refrigerated Product Usage Details

18. Which type of equipment do you have now?
Type of Equipment
Plug-in
Remote
Rack (also called centrail)

Tick the relevant options

19. Please provide details related to the refrigeration equipment in use in the store
Sr.
N
o.

Refrigeration
Equipment

Hard Top Chest

Freezer
Hard Top Chest
Cooler
Glass Top
Freezer
Upright Freezer
Upright Chiller
Serve Over
Counter
Combinati
Visi Coolers
Confectionery
Showcase
Island Freezers
Multideck
Other
__________
Other
__________
Other_________
___

2
3
4
5
6
7
8
9
10
11
12
13
14

Equipme
nt being
used in
store
(Y/N)

Total
numbe
rs in
use

Total
numbe
rs
owned

Total
numbers
sponsor
ed

Total
numbe
rs on
loan/
lease

Represent
ed Brands

Produ
ct
capaci
ty

20. If some equipment are sponsored, in Q19 above, then at what terms?
__________________________________________________________________________
21. What has been the variance in utilization level of refrigerated equipment across various seasons?
Seasons
Summer season
Winter season
Festive season

Utilization Levels

22. What percentage of the total available refrigerated capacity have you utilized?
Range
40-50%
50-80%
80%+

Please tick

23. If answer to Q22 is below 80%, why has your utilization of available refrigerated space been below
80%?
Reason
Poor stock replenishment by suppliers
Poor inventory management
Low shelf life of products
Seasonality
Others 1_____________
Others 2_____________

Please tick

24. Out of your total electricity consumption per month, what is the estimated units consumption of
electricity incurred from refrigerated equipment? Please provide a broad range ________
Winter ___________
Summer _________

Buying Behavior
25. What are the key motivating factors for you to purchase refrigerated equipment? Please rate on a
scale of 1 to 4 with 1 being strongly disagree, 2 being disagree, 3 being agree and 4 being
strongly agree.
Factors / parameters
1 Strongly
Disagree

Rating (on a scale of 1 to 4)

2 Disagree
3 - Agree

4 Strongly
Agree

Change in consumption habits of

consumers led to increase in
demand for refrigerated food
products
Helps in maintaining shelf life of
food products and fresh produce
Attracts more customers (storage
of variety of food products)
Similar refrigerated products are
procured
by
competition/local
peers
Consumer convenience to pick and
choose
Products can be displayed
Other___________

26. What are the sources of information when you plan to procure refrigeration equipment?
1. Company salesmen

2. Family/Friends

4. Company advertisements

5. Dealers/Distributors
8. Technical In-house Team* /
7. Fellow show-owners
Procurement Department
10. Others1 ________
11. Others2________
*Technical inhouse team includes design team
Products
Refrigeration Equipment

3. Publications / Magazines
6. Company websites
9. Marketing & Planning
department

Sources of Information [multiple code]

27. Who are the key influencers (multi-code) and decision makers (single-code) involved in purchasing
these products?
1. Company salesmen
4. Self
7. Technical In-house Team /
Procurement Department

2. Family/Friends
5. Customer
8. Marketing & Planning
Department

Products

Key influencers (Multi-code)

3. Dealer / Distributor
6. Competitor stores
9. Others1________

Decision Makers (SingleCode)

Refrigeration Equipment

28. What are the major factors considered while purchasing these products? Please rate on a scale of 1
to 4 with 1 being not important, 2 slightly important, 3 being important and 4 being very
important.
Factors / parameters
1

Rating (on a scale of 1 to 4)

Not 2 Slightly 3 Important

4 Very Important
important
important
Product and features

Aesthetics / Look and

Feel
Brand
Warranty on offer
Storage Capacity
Remote / Plug-in
Adjustable Shelves
Build Quality
Option to showcase
food products
Product Pricing
Technical Specifications
Product Dimensions /
Store
Space
Availability
Low
energy
consumption
Temperature
requirements
Other features like
auto
defrost,
removable
bottom
plates, etc.
Service & Maintenance
After Sales Services
on offer
Low
Product
maintenance
Warranty on offer
Option
of
customization

29. What are the key issues faced in usage of these products?
Key issues
1

Strongly
disagree

Rating (on a scale of 1 to 4)

2 Disagree
3- Agree

Strongly
Agree

High energy consumption

Delay in servicing the
complaints
by
the
manufacturer
Low storage capacity
Product quality
Frequent breakdowns
Others 1_____________
Others 2_____________
Others 3_____________

Future Usage
30. Do you have any plans to increase the refrigeration area in this store? (Y/N) _________
31. If yes, what will be likely increase area in terms of square feet? ____________
32. If yes, which type of equipment are you likely to procure?
Type of Equipment
Plug-in
Remote
Rack (also called centrail)

Tick the relevant options

33. What are the equipment you are likely to procure?

Name of equipment

Quantity in nos.

Likely time to be taken in

procurement

34. Do you have plans to open more stores in the next 2 to 3 years? (Y/N)_____
35. Is yes, how many stores are planned? __________

Catchments and retailers population

36. According to you, how many such stores (800 sq. ft. and above) will be operational in your locality (24 kms radius)?
Please tick the relevant option below
Less than 3
3 to 5
6 to 10
11 to 15
16 to 20
20 and above
37. According to you, how many such stores are operational in the entire city?
Please tick the relevant option below

Capture the exact response here

Upto 30
30 to 50
51 to 100
101 to 150
151 to 200
201 to 250
251 to 300
301 to 350
351 to 400
400+
38. Have you seen a recent trend towards store modernization? (Y/N) _________________
39. Are these stores getting modernized opting for more refrigeration space? (Y/N) _____________
40. What according to you will be the expected refrigeration area in the upcoming stores?
Please provide details
Likely to increase
Likely to remain same
Likely to reduce

Yes / No

41. According to you, how many stores have opted for such modernization in the past 3 years in your
locality?
Please tick the relevant option below

Capture the exact response here

1 to 3
4 to 6
7 to 10
11 to 15
16 to 20
20 and above

42. How many stores are likely to be modernized in your locality in the next 2-3 years?
Please tick the relevant option below

Capture the exact response here

1 to 3
4 to 6
7 to 10
11 to 15
16 to 20
20 and above
43. How many such stores are likely to be added in your locality in next 3 years?
Please tick the relevant option below

Capture the exact response here

1 to 3
4 to 6
7 to 10
11 to 15
16 to 20
20 and above
44. Are you a member of any retailer association? (Y/N) _____________
45. If yes, please provide the name of the association. ___________________________
46. With whom we can contact in the association? Please provide details
_____________________________
47. Which is the biggest association for retailers in the city? _______________________

Consumer Profiling
48. In which of the following category does the average consumer visiting your store falls? (Multiple
option) put income class categories
1. High Income Group

2. Upper-Middle Income
Group

3. Middle Income Group

4. Low Income Group

Profile
Consumer profile

Please Code Below (multi-code)

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Brand Awareness
(Please do not show any SHOWCARD here. Respondent shall provide answer to Question 48 and
49 without SHOWCARD being shown to them)
49. When you think of refrigeration equipment which one brand comes to your mind? (Single response)
_______
50. Which are the other brands of refrigeration equipment that come to your mind? (Multiple response)
_____________________________________________________________________
Please show the SHOWCARD to the respondent. Respondent to provide answer to Question 50 to
52 with the help of SHOWCARD)
Now, please look at this list, which of these brands are you aware of? (SHOWCARD 1) (Multi-Code)
51. When you think of refrigeration equipment which one brand comes to your mind? (Single response)
_______
52. Which are the other brands of refrigeration equipment that come to your mind? (Multiple response)
_____________________________________________________________________
53. How would you describe your level of familiarity with each of the following refrigeration equipment
companies mentioned below?
Not heard
before today

Know just a
little about

Know
something
about

Know a
reasonable
amount/ quite a
lot

Very familiar/
know a great
deal

Arneg
Carrier
Bluestar
Adwin
Western
Celfrost
Haier
Voltas
Elanpro

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