Shopper’s Questionnaire - Minimum Guide

Questionnaire (To be completed by Shopper immediately after each visit):

Notes to the Shopper:
Before you begin to shop, you must be familiar with this questionnaire. Don’t bring along this questionnaire
with you when you walk-in to the Jeweller /Store. You only need to complete this questionnaire after you
have visited and leave the Jeweller /Store.

to any
Content of this Questionnaire should be kept Confidential and should not be disclosed
Sales Representatives or Store Owners, Franchisees at the jeweler / store
and / or other personnel that may pose a potential conflict of interests.

Section I – Introduction and Profiling

Q.1 Shopper’s Name: _______________________

Q.2
Date: ______________________

Time in: _____ ______________ Time out: ___________

Q.3 Name of the Sales Representative (Ask for his / her name):
___________________

Jeweller Name, Location & City: ________________________

Q.4 Did the Sales Representative refer / guide / take you to the Diamond
section?
 Yes.
 No.
Q.5 Were you introduced to the product straight away or you had to ask for
it?
 Introduced as the right choice when buying diamonds

 Shown other / loose diamonds and told about the product later or
only when specifically asked for.
Q.6 How long did you wait before being attended by the Sales
Representative?
___________________
Q.7 Did the entire conversation take place at the Product (Divine Cut
Diamonds) counter?
 Yes
 No. Where did it take place?
__________________________________

Q.8 How did the Sales Representative go on suggesting the DCD pieces to
you ?
(a) By asking the budget and suggesting accordingly.
(b) By asking size
(c) By showing a set diamond jewellery and suggesting a corresponding
piece.
(d) Showing the whole range

Q.9 Did Sales Representative explain to you why DCD is the best cut
diamond compared to other diamonds?
 Yes. What was the explanation?
_________________________________
 No.

Q.10 Did the Sales Representative inform you that DCD is the only brand of
loose diamonds in India?
 Yes.
 No.

Q.11 Did the Sales Representative show you the DCD brochure and cut
diagram to explain the importance of CUT?

 Yes.
 No.

Q.12 During the interaction, were the following shown / explained?

(a) Price Tags  Yes  No
Laser Inscription on the diamond  Yes  No
IGI Certificate  Yes  No
Insurance details  Yes  No
Buyback & Upgrade Policy  Yes  No
Astrologically ideal Card / Bejan Daruwalla  Yes  No

Q.13 Did the Sales Representative suggest to you that you gift just the
diamond and let the person choose the jewellery themselves?

 Yes.
 No.
Q.14 What is the response of the Sales representative when you ask him / her
why you should buy a branded diamond against an unbranded one?
(a) Says “They are one and the same and it your choice!” and shows you
unbranded diamonds
(b) Says “They difference is in Cut as in DCD you get all diamonds of Very
Good Cut while the same is not guaranteed in unbranded stones.
(c) Says “Its worthless to spend more on branded and one can get the
same stone in unbranded at lower cost”

Q.15 When you specifically ask for non-branded diamonds show you other
diamonds, does Sales Representative show them to you ?
 Yes. But says DCD is better preposition
 Yes and encourages you to buy unbranded
 No. and discourages you against buying unbranded

Q.16 Did you feel that the Sales Representative has influenced you enough to
consider buying DCD?

 Yes. Please explain why __________________________

 No.
Q.17 Did the Sales Representatives show you different jewellery designs for
you to chose to set the diamond?

 Yes. Please give few examples __________________________

 No.
Q.18 During your interaction with the Sales Representative, which of the
following other diamond jewellery brands shown to you as options in
comparison to DCD+custom jewellery option
 Asmi
 D damas Solitaires
 Sangani
 Kiah
 Nakshatra
 Carbon
 Other Brands / unbranded_____________ ________
Section II – Negotiating / Purchase Experience
Purchase Budget: Rs.__________________
Please complete Section II if you have made a purchase of DCD
diamond or negotiated for the same as per your brief
Q.19 Did the Sales Representative clearly disclose to you (either orally/written)
that the free insurance cover is:
a. not a liability of DCD or the jeweler  Yes  No
b. it is free for first year only and renewable at your  Yes  No
option and cost
c. that it is provided by Reliance General Insurance  Yes  No
and claims must be addressed directly to RGICL
d. made you fill the insurance form  Yes  No
Q.20 Did the Sales Representative clearly disclose to you (either orally/written)
that the Buyback Policy is:
a. 85% of the price of the diamond at the prevailing  Yes  No
price list
b. that the policy at the time of sale shall be honoured  Yes  No
at the time of buyback
c. it is important to preserve the certificate in proper  Yes  No
condition
d. inspection for buyback is done at central lab at  Yes  No
Mumbai and it takes 7 days
e. Broken and chipped stones are not eligible for  Yes  No
buyback
Q.21 Did the Sales Representative clearly disclose to you (either orally/written)
that the Upgrade Policy is:
a. 100% of the prevailing price of the diamond is  Yes  No
deducted from the price of the new diamond
b. the new diamond must be atleast 20% or Rs. 10000  Yes  No
more valuable than the your current diamond
c. it is important to preserve the certificate in proper  Yes  No
condition
d. inspection for Upgrade is done at central lab at  Yes  No
Mumbai and it takes 7 days
e. Broken and chipped stones are not eligible for Upgrade  Yes  No

Q.22 When were the above explained (in Q.19, 20, 21) to you?

During initial greeting by the Sales Representative

During explaining the features of the policies
During the sale process after you have chosen your diamond
Q.23 When you query the Sales Representative about the IGI certificate and
compare the same with usual large format certificate, what is his / her
response?
(a) Reassures you that the certificate provided is genuine and that they come
in different formats
(b) Is confused and unable to reply satisfactorily
(c) Any other response ____________________________________
Q.24 Were you given the option of ordering a diamond of your choice and
budget?
 Yes.
 No.
Q.25 If your answer to the above is Yes, then please illustrate what you were
told about the order process? Was any advance asked for booking order
(how much)?
_______________________________________________________
_______________________________________________________

Q.26 Did the Sales representative show you blank jewellery pieces on which
the diamond could be set?
 Yes. Specify type ____________
 No.
Q 27 Your transaction details
a. Diamond ID # _______________
b. Billed Price _______________
c. Jewellery bought _______________
d. Price of the Jewellery _______________
e. Invoice Date & Invoice No _______________

Q.28 Did the Sales Representative offer you a discount on the listed price?
 Yes. How Much? __________
 No.
Q.29 When you press the Sales Representative for a discount, what is his/
her response?
(a) Politely refuses saying DCD prices fixed
(b) Pushes you to buy unbranded saying he can offer discounts there
(c) Agrees to a _________ discount (mention amount / percentage)

Q.30 Did the Sales Representative show you the DCD box in which he / she
will pack?
 Yes
 No.
Q.31 What is the response of the Sales Representative when you insist that
you want the finished jewellery immediately?
(a) Make arrangement for immediate delivery
(b) Politely refuses saying that it take time to set the diamond in jewellery
(c) Offers you similar non DCD readymade jewellery instead
Q.32 What was the delivery time given to you for the finished jewellery?
___________________

Q.33 Which of the following materials were given to you in the box:

 DCD Brochure (small)

 Certificate
 Insurance form acknowledgment
 Astrologically ideal card
 DCD Carry Bag
 Others , please specify _______
Q.34 How would you define your shopping experience? Please specify in 50
words.

_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________

Note:
• Your are required to attach all materials (Brochures, product literature, the
purchased product if any, bills /invoice, carry bags, gifts etc) received from
the sales representative with this questionnaire.
• The balance cash must also be returned along with.
• In case of purchase you must inform your handler immediately the
transaction details by phone.