Questionnaire

Dear Respondent,
Consumer’s product and service preferences change constantly. The study of consumer behaviour is
very important for marketing. Besides knowing why consumers buy, the manufacturers must also
understand when, where and how they buy, i.e. they should know about consumer’s buying habit or
pattern of buying.
In this context, I am conducting a study on “Influence of Branded Food Products on
Consumer Behaviour in Kerala”. I am a Research Scholar in the Department of Commerce & Centre
of Research, PSMO College Tirurangadi, Malappuram under the supervision of Dr P .V Basheer
Ahammed, Research Guide, Department of Commerce &Centre of Research, PSMO College
Tirurangadi). Kindly spare some of your valuable time to answer the questions. The information
collected shall be used for academic purposes only.
Jisana. T.K
Research Scholar

Classification of Food Products

Category Items
Essentials Rice,Oil,Tea
Packaged products Curry Powder, Rice Powder, Noodles
Ready to eat items Biscuits, Chocolates, Ice Cream,
Drinks & Milk products Drinks, Milk, Diary Products

Personal Details
1) Gender : (1) Male (2) Female

1.1) Area of Living: (1) Urban (2) Rural

1.2) Age : (1) 20-30 (2) 30-40 (3) 40-50 (4)50-60 (5) Above60

1.3) Marital Status: (1) Married (2) Unmarried

1.4) Education:
(1) Below SSLC (2) SSLC (3) Plus two
(4)Degree (5) Above degree

2
1.5) Occupation
(1)Agriculture (2) Business (3) Government Sector

(4)Private Sector (5) Professional (6) Retired (7) Unemployed

(8) Coolie/Labour (9) Housewife

1.6) Family Monthly Income:

(1)Below 25000 (2) 25000-50000

(3) 50000-75000 (4) Above 75000

1.7) District : (1) North (2) Central

(3) South
(2) Who is making the purchase decisions in the family?

No. Category Main Members(1) Members jointly(2)

2.1 Essentials

2.2 Packaged products

2.3 Ready to eat items

2.4 Drinks & Milk products

3) From where generally do you make majority of your purchases? (Rank from 1-4)
(1)Local shops (2) Super markets
(3) Supply Co Stores (Triveni,Maveli) ( 4)Ration shop
(4) Who is purchasing food items for the family?
No. Category Main Member(1) Children(2) Members jointly(3)

4.1 Essentials

4.2 Packaged products

4.3 Ready to eat items

4.4 Drinks & Milk products

3
(Q) How much amount is spent by you to purchase the following products?

No Category Weekly Monthly

.
5 Essentials 5.1 5.2

6 Packaged products 6.1 6.2

7 Ready to eat items 7.1 7.2

8 Drinks & Milk products 8.1 8.2

(9)How many companies or brands come to your mind when you think about the following
products (Un Aided Awareness). Also state name of currently using brand

No. Product Name of Brands Known to You No. Currently using Brand
9.1 Rice 9.1.1
9.2 Tea 9.2.1
9.3 Oil 9.3.1
9.4 Curry Powder 9.4.1
9.5 Rice Powder 9.5.1
9.6 Noodles 9.6.1
9.7 Biscuits 9.7.1
9.8 Chocolates 9.8.1
9.9 Ice cream 9.9.1
9.10 Drinks 9.10.1
9.11 Milk 9.11.1
9.12 Milk products 9.12.1

4
 (10)State your opinion to the following statements, which are related with brand awareness
of above stated brands (Indicate your response by tick mark)
Great extent=5 Moderate extent=4 some extent=3 Slight extent=2 Not at all=1
No. Statements 5 4 3 2 1
10.1 I can recognize these brands quickly among other competing brands
10.2 I have heard about these brands many times
10.3 I can recall the advertisement of the brands
10.4 I can name the personality who endorses these brands
10.5 I can recall the symbol or logo of these brands
10.6 I remember the packaging attributes of these products/brands
10.7 Colour and design of the package helps me to identify these brands
10.8 I remember the sales promotion offers of these brands
10.9 I know country of origin of these products/brands
10.10 I used to give suggestions about these brands to my friends &relatives
10.11 These brands are available in almost all shops
10.12 I am familiar with these brands

11) From where do you get information about different brands?(Rank from 1 to 7)
(1)Television Advertisement (2) Advertisement in print Media
(3)Online Advertisement (4) Friends & Relatives
(5) Shopping Places (6) Outdoor Advertisement (7) Radio Advertisements
(12) Express your opinion towards the following product related statements. (Indicate your
response by tick mark)
Always=5 Sometimes =4 Occasionally=3 Rarely=2 Never=1
No. Statements 5 4 3 2 1
12.1 The products available in the market are fulfilling my requirements
12.2 Companies are modifying products according to consumers
requirements after conducting consumer surveys
12.3 Hygiene factor of the product influences my decisions
12.4 Taste and smell of the product influences my purchase decisions
12.5 I consider Ingredients of the product before purchase
12.6 I read nutritional information on the label about the product
12.7 Before making purchases i look for country of origin of the product
12.8 Convenience of usage of the product influences my purchases
12.9 I carefully check he statutory warning about the product
12.10 I am careful about the expiry date of the product
12.11 Satisfaction after usage is very important for me
12.12 I consider healthy products for my family
5
 (13) State your opinion about the following price related statements. (Indicate your response by
tick mark) Strongly Agree=5 Agree=4 Neutral=3 Disagree =2 Strongly Disagree=1
No. Statements 5 4 3 2 1
13.1 Price and quality of the product are related
13.2 High price indicates high quality
13.3 I always compare prices of different brands before making purchases
13.4 I will switch over to some other brand if the price of my favourite brand increases.
13.5 I will switch over to some other brand if the price of the same decrease

14 Packaging Related Statements 5 4 3 2 1

14.1 Packaging influences my purchases
14.2 Packaging ensures quality of the product
14.3 Packaging helps easy identification of products
14.4 Packaging protects the product
14.5 Packaged products may include some harmful ingredients
14.6 Packaging may increase the price of the product
14.7 I consider reusable packages or containers while making purchases

(22)Express your opinion towards the following statements which explain the influence of
reference group in purchase decisions.(Indicate your response by tick mark)
Always=5 Sometimes =4 Occasionally=3 Rarely=2 Never=1
15 Statements 5 4 3 2 1
15.1 Shopkeepers suggestions influence my purchases
15.2 I consider children’s opinion while making purchasing decisions of some products
15.3 I consider product recommendations from friends and colleagues
15.4 My family members help me to make purchase decisions
15.5 I used to purchase some products as a status symbol

16 Promotion Techniques Related Statements 5 4 3 2 1

16.1 Advertisement influences my purchases
16.2 Advertisement helps to get information about the product
16.3 Wrong facts are showed in advertisements
16.4 Advertisement misleads customers
16.5 Advertisement influences children
16.6 Advertisement increases the price of the product
16.7 Advertisement motivates me to purchase an item which is not essential.
16.8 Display of the products in the shop influences my purchases
16.9 Celebrities in the advertisement influences my purchase decisions
16.10 Sales promotion offers influence my purchases

6
 17 Place of Purchase Related Statements 5 4 3 2 1
17.1 I consider travelling distance while selecting shops for purchasing food items
17.2 Parking facilities of the shop influences my choice
17.3 Sales persons behaviour influence my decisions
17.4 I consider variety of products offered by the shops
17.5 Special offers provided by the shops influence my decisions

18) Please state how much the following factors have played a role in influencing your behaviour
and rate them accordingly. (Indicate your response by tick mark)
Most important=5 Important=4 Neutral=3 Less important=2 Not important=1
No. Factors 5 4 3 2 1
18.1 Quality
18.2 Price
18.3 Popularity of the brand
18.4 Brand image
18.5 Advertisement
18.6 Packaging
18.7 Offers
18.8 Country of Origin
18.9 Ingredients
18.10 Recommendations from others
18.11 Availability
18.12 Reputation of the manufacturer
18.13 Previous Experience
18.14 Shopkeepers suggestions
18.15 Celebrities in the Advertisement

(19) State your opinion about the following statements which are dealing with attitude
towards branded food products.(Indicate your response by tick mark)
Strongly Agree=5 Agree=4 Neutral=3 Disagree =2 Strongly Disagree=1
No. Statements 5 4 3 2 1
19.1 I always consider brand name before purchasing food items
19.2 I believe that branded products are high quality products
19.3 Branding helps easy identification of products
19.4 I will purchase a particular brand repetitively, once satisfied with the brand.
19.5 I will search information from various sources about the product/brand before buying
19.6 I will shift from branded food products to non-branded food products
19.7 If a new brand is introduced that is much talked about, I will switch over and get
back to my original brand choice if the new brand is found inferior
19.8 If there is an increase in my income I will purchase only branded products
7
 (20) State your opinion about the following statements, related with the reasons for not purchasing
identified or preferred branded food products. (Indicate your response by tick mark)
Strongly Agree=5 Agree=4 Neutral=3 Disagree =2 Strongly Disagree=1
No. Statements 5 4 3 2 1
20.1 High price prevents me from purchasing branded food items
20.2 I am not giving much importance to brands
20.3 Lack of brand awareness is another reason for not purchasing branded products
20.4 Non availability prevents me from purchasing branded items
20.5 Fear of harmful ingredients is a reason for not purchasing branded food products

(21) The total score assigned for branded products in compare with non branded food products.
(Put your weight from 1-5 1-low preference, 5-high preference)
Category Branded Products Non-Branded Products
Essentials 21.1 21.2
Packaged products 22.1 22.2
Ready to eat items 23.1 23.2
Drinks & Milk products 24.1 24.2

(Q) Do you stick on your favourate brand while purchasing any of the products?
Always=5 Sometimes =4 Occasionally =3 Rarely=2 Never=1
No. Category 5 4 3 2 1
25 Essentials
26 Packaged products
27 Ready to eat items
28 Drinks & Milk products

(29)State your opinion about the following statements. (Indicate your response by tick mark)
Strongly Agree=5 Agree=4 Neutral=3 Disagree =2 Strongly Disagree=1
No. Statements 5 4 3 2 1
29.1 I use my favorite brand regularly
29.2 I usually buy this brand as my first choice
29.3 I will not buy other brands if my brand is available at the store
29.4 I would love to recommend this brand to my friends
29.5 If a new brand is introduced that is much talked about , I will always buy my
original favourate brand
29.6 I will not buy other brands if my brand is not available at the store
29.7 In future, I want to buy my favourite brand and it will be my first choice

8
(Q)How often do you switch or change your brand? (Indicate your response by tick mark)
Always=5 Sometimes =4 Occasionally =3 Rarely=2 Never=1
No. Category 5 4 3 2 1
30 Essentials
31 Packaged products
32 Ready to eat items
33 Drinks & Milk products

(34)Please state how much the following factors have played a role in influencing
you to switch or change brands and rate them accordingly. (Indicate your response by tick mark)
Very high=5 High=4 Medium=3 Low=2 Very low=1
No. Factors 5 4 3 2 1
34.1 Non-availability of usual brand
34.2 Recommendations from others
34.3 Advertisement of a new brand
34.4 New brand’s availability in most shops
34.5 Price rise in old brand
34.6 Family members dissatisfaction with the present brand
34.7 Reputation of the new company introducing new brand
34.8 Attractive offers by the new brand
34.9 Price decrease in other brands
34.10 Decrease in the quality of old/usual brand

(35) Among the following, how many brands are known to you (Please tick them)
35.1 Rice 35.2 Tea 35.3 Oil
Pavizham AVT Kera
Periyar Kannan Devan Sabari
Rose Sabari Dalda
Kaula Three Roses Gold Winner
Jaya Red Label
35.4 Curry powder Green Label 35.6 Noodles
Eastern Brook bond Yippee
Nirapara Lipton Maggie
Saras Tata Tea Foodles
Sevana Assam Apple Valley Tea 35.9 Ice cream
Melam 35.5 Rice powder Milma
Kaula Eastern Uncle John
Brahmins Priyom Joy
Double Horse Nirapara Meriiboy
9
Super Nova Saras Amul
Priyom Brahmins Kiwi
Sevana Lazza
35.7 Biscuits Double horse 35.8 Chocolates
Horliks Kaula Munch
Britannia Melam Perk
Sunfeast Diary Milk
Parle-g 35.12Diary products Milky bar
Unibic Amul Kit kat
Every Day 5 star
35.10 Drinks Milk Maid Gems
Horlicks RKG 35.11 Milk
Boost Amulya Milma
Complan Mithai mate Wayanad
Bournvita Nido PDDP
Milma

THANKS FOR YOUR CO-OPERATION

10