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This is a survey on consumer buying behavior of rice in modern trade

environment. We would be highly obliged if you could take out some time from
your busy schedule and give us your valuable comments/inputs. Please note
that this is an academic exercise and all the information will be kept
confidential.

1. Who is the decision maker in your family to buy rice? Please specify.

2. In what quantity you buy rice, please specify


3. Which type of rice do you buy? Please specify.

4. From where do you buy rice? and why (Please mention)


(a) Retail store (b) Super market (c) Wholesale market (d) Others, specify

5. Do you ever look at health benefits while buying rice?


(a) Yes (b) No
6. How important is price to you while buying rice?
(a) Very important (b) Relatively important
(c) Neither important nor unimportant
7. While deciding to buy rice, for what you go for?
(a) Unbranded (b) Branded

Section A (for customers who buy unbranded rice)


8. What is the reason you buy unbranded rice?
(a) Less costly (b) Easy accessibility (c) Others, specify
9. (A) Are you satisfied with buying an unbranded rice?
(a)Yes (b) No
(b) If No, then why?

10.(A) Will you ever convert into branded rice?


(a) Yes (b) No

(B) If yes, then what will you be looking for?


(a) Better quality (b) Good packaging (c) Low price (d) All of the above

Section B (for customers who buy branded rice)


8. Which brand of rice do you buy? And why?
(a) Fortune (b) India Gate (c) kohinoor (d) Daawat (e) Others, specify

9. Please rate the following attributes of branded rice that you buy according
to the scale given below.
1-Very poor 2-Below average 3-Average 4-Above average 5-Excellent

Attributes 1 2 3 4 5
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Quality
Taste
Aroma

10. (A) Will you ever change the brand?


(a) Yes (b) No
(B) If yes, then what will encourage you to buy branded rice?
(a) Pricing (b) Advertisements (c) Quality (d) Celebrity endorsements
(e) Discounts

11. (A) Have you heard about Fortune rice?


(a) Yes (b) No
(B)If yes, then from where do you come to know about Fortune rice?
(a) Television (b) Radio (c) Newspapers (d) Others, specify
12. (A) Is Fortune rice easily available at your nearby store?
(a) Yes (b) No

(B) If yes, then was it on a visible height to access the product?


(a) Yes (b) No
13. If you wish to purchase Fortune rice, then what will be your expectations
from the brand? Please specify

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