3i Appendix A.
1: Consumer Questionnaire
Consumer Questionnaire
i l Business Executivel:l Business/Self employed Professor/Academician
i Section One: General Enquiry
: 1. Monthly household Income (Rs.):
iT1 10-15 thousand 0 15-25 thousand 25-50 thousand U 50 thousand +
) 2. Number of f a d y members:
1 2 n3
i 3. Which of the following do you own?
iJ Car 0 Microwave Oven Colour Television None of these
1 4. Do you have membership to any club?
? I1 Yes No
ft
Appendix A.1: Consumer Questionnaire 203
5. How often do you dine out?
O Once a week Twice a week 0 Once a month n O n special occasions
n Never
6. How do you spend your special time?
n Watching TV Reading Visiting People 0 Entertaining
13 Visiting restaurants
7. How often do you go to see a movie?
n Once a fortnight O Once a month Seldom n Never
8. How often do you like to take a vacation?
U Every six Months Once a year U Seldom U Never
9. How do you like to spend your extra financial resources?
U Invest in stocks Invest in real estate O Spend on household items
n Spend on vacations Spend on dining out N o extra financial resources
Section Two: Fast Foods
The world over McDonald's is a name, which has set standards in quality of food, taste and
benchmarks in cleanliness and hygene. The same holds true for India.
1. _1 Vegetarian O Non-vegetarian
2. How often do you drop in at McDonald's?
U Once a week Once every fortnight O Once a month
El Very Often 0 Never
3. D o you usually come.. .?
fl Alone With the family Friends U Others
4. How do you rate the service at McDonald's?
U O.K. 0 Good n Very good C1 Excellent
5. In tenns of Hygiene and cleanliness McDonald's is:
U Lousy U Clean 0 Very clean U Outstanding
6. The management and workers at McDonald's are:
Cool n Friendly Very friendly I? Indifferent
i
f Appendix A.1: Consumer Questionnaire
3 7. D o you think you get value for money at McDonald's?
[7 Yes No
: 8. Who in your family is a die-hard McDonald's eater?
n Wife Son U Daughter U Brother
II Sistcr
9. Would you recommend your friends to drop in at McDonald's?
r1 Strongly recommend U Recommend Not recommend
10. D o you like Burgers?
n Yes U NO
I 1 1. Would you find a burger satisfying as a meal U Yes C1 NO
Or would you choose an alternative: In&an Food Chinese Food
' Section Three: Soft Drinks
1 Do you think soft drinks arc:
1Thirst quenchers U Refresh~ng U A fad drink n A health hazard
2. How often do you consume soft drinks?
I3 Every day fl once in 2-3 days 0When dining out D Occasionally
i 3. D o you consume soft drinks while eating snacks?
U Yes TI] No
4 Do you prefer to have soft drinks at:
O Office U Home n While shopping C1 While dining out
.i 5. Do you think soft drinks though tasty are expensive to consume everyday?
U Yes U No
6. Which brand of Soft Drinks would you prefer to have?
U Pepsi O Coke [Link] 0 Fanta Cl Mirinda Cl Thums Up
a 7. When do you consume more soft drinks?
O Summer Throughout the year
. 8 How often do you offer soft drinks to guests at home?
fl Always 0 Sometimes 0 Never
:
/ Appendix A.1: Consumer Questionnaire 205
!
9. How would you rate the advertising strategies and sales promotion tactics of soft drinks
manufacturers?
L_1 Attractive fl Influencing q Repetitive I1Aggressive
[IN o Impact
1 Section Four: Breakfast Cereals
1. D o you think that breakfast is the most important meal of the day and the numtional
value of it 1s important?
17 Very important Somewhat important Not so important
: 2. Does your breakfast cbnsist of
1 Milk and fruits Cooked cereals and milk n Cereal with milk q Eggs and
toast
3. Do you consume cornflakes and other packaged cereals for breakfast?
[I Everyday 0 Sometimes Never
; 4. Which breakfast cereal do you prefer?
U Kellogg's breakfast cereals0 Mohun's breakfast cereals O Unbranded cereals
; 5. Given the choice, your most preferred breakfast would consist of:
[IEggs and toast 0 l'arantha and milk D Fruits and milk Cereals
[1 Dosulidh
6. In choosing the breakfast option, your choice would be influenced by:
I 1 Price U Price and Quality Quality
APPENDIX : A.2
The Howard - Sheth model o f Consumer Decision Making
Inputs Perc--~t~al
~0nslmcts Lsemng c o r l r l ~
outpurs
Stimulus drsplay
Y
c Oirlincliveneos
Figure I The Howard - Sheth Model
Source : Howard and Sheth (1969)
When the consumer is unclear about the purchase, he or she can attempt to resolve this
uncertainty through overt search, which can involve interrogation of opinion leaders, purchasing
relevant literature or visiting appropriate outlets to obtain more information, andlor concentrating
attention on information already to hand.
These perceptual constructs strongly influence the resulting learning COnShuctS. The first of these
is motivation, wherein the consumer is moved to satisfy a perceived need (see MOTIVATION
AND SATISFACTION). Motivation in turn influences criteria for choice. Howard and Sheth
(1969) suggest that if criteria do not already exist, then an extensive process of problem solving
will be required; if criteria are already established but brands have not been evaluated, then
problem solving will be of a more limited nature, while if the criteria are known and brand
evaluation has already been conducted, then routinized buying will suffice.
Another important learning construct is brand comprehension, the consumer's overall perception
of the product. Theoretically, at least, this can be influenced by messages directed at consumers
by the marketer.
Confidence is another important element of the decision process. The attitudes held and
evaluations carried out will determine the level of confidence the individual may feel about the
capacity of the product to satisfy his or her perceived need. The combination ofattitude and
confidence then leads to intention to purchase the product, which leads in turn to the act of
purchase itself. Following purchase comes satisfaction, which feeds back into the consumer's
perception of the brand.
The outputs of the model are relatively straightforward. In Howard and Sheth's view, actual
consumer behaviour follows a simple sequence, with attention leading to brand comprehension,
attitude, intention and finally to purchase. However, there are feedback loops throughout this
process, with purchase affecting attitude which can subsequently affect attention and brand
comprehension.
APPENDIX : A.3
The Engel E T AL model o f Decision Making
lnpul hforrrat!on h a o n pnveu Variables mlluennng
prmessmg jenrmn PVWSS
Ennmnmenlal
Cullure
SOCPIdass
Penmal influence
evaluation
Indibiad
Acceptance ditfsnnma
Consumer
reaourcea
Retention Motivallm and
-
lilesryle
-
Demographrr
.........................
7 ....................
Figure 2 The Engel et al. model
Source: Engel et al. (1990)
This model first introduced in 1968, has been updated and modified in Engel et al. (1 990). The
model views the process of purchasing as a problem-solving or decision-making exercise; the
assumption is that the consumer has a problem which can be solved by the purchase of a suitable
product or service. The most common problem-solving sequence is:
Define problem
Generate alternative solutions
Evaluate alternatives
Decide on solution
Implement decision
Monitor results.
Engel et al. suggest that in the marketing context this process becomes one of:
Motivation and recognition of need;
Information search
Evaluate alternatives
Purchase
C)utcomes
The model provides an interesting comparision with the Howard-Sheth model. In the latter,
greater emphasis is placed on perception, attitudes and learning processes, while the former
emphasizes decision-making processes.
APPENDIX : A.4
Rice's model of attitudinal change
i
i Trustworthiness 1 sided12 sided
Anract~veness
Receiver ,
~ 0 t i ~ a t i o " ; a f l r i ~ ,cognition
f
E
I
i
Knowledge Mood
arousal
Personality
'r
Figure 3 Factors involved in the attitude change process
Source: Rice (1 993)
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