Consumer 3

This interview was with housemaker of a family who is also employed in government organization in the State
of Haryana.

Q1: For FMCG products who shops for the family and who is the decision maker?

Ans: Both husband and wife are involved in shopping for the family anyone of them may shop or both may
shop together. When it comes to FMCG products the preference of every member of the family is taken into
consideration such as in case of shampoo and soaps all have different choices. The products do not change
frequently it remains same.

Q2: What is the buying pattern of FMCG according to size of packet and point of purchase?

Ans: The purchase is usually family pack, which may run for one month, so frequent purchase can be avoided
as the market either Sonipat or Narela are faraway and in case of emergency they used to buy from the village
stores nearer to them.

Q3: What is the quantity of purchase of kitchen items such as spices, oils, pulses, rice and wheat?

Ans: the purchase quantity is neither too small nor big. It usually for at least10 to 15 days and usually happens
from Sonipat or, Narela.

Q4: Are the products national brand or local?

Ans: The products are mostly branding of national repute as the snacks from Haldiram and Nathuram, for
soaps its Lux, for tea Tata etc.

Q5: From where they get to know about the new products?

Ans: The major source of information is from the stores they visit frequently, and the stores are fixed, from TV
ads, and discussion in office groups.

Q6: Do they change to new products, if so, what is the change process?

Ans: If they get to know about some products of better quality or usage they first used to try it in smaller
quantities (sachets, small size packs) if it is found to be useful they also change to the new product otherwise
they will stick to their trusted and tested product.

Q7: Do they buy discounted/promotional products and the source of information for the same?

Ans: the source of information is the shop they visit and yes if the product is known and good, they will go for
it.

Q8: How much they think about before buying a product/ what is the level of engagement for deciding to buy
a product?

Ans: In case of FMCG products the level of engagement is low, but when it comes into consumable durables
the engagement is high and they mostly happen during festivals.

Q9: What is the difference between the local shop and the town shop? Do the local shops fulfil the demands?

Ans: The local shops generally fulfil the need of emergency commodities, but they usually prefer bigger shops
in town to fulfil their needs. The local shops are short of brands as the branded items are costly and villages
wants cheaper and smaller size products.

Q10: Do companies come for brand promotions?

Ans: Not really in case of well-established brands. The brands that come for promotion are not known before
and are of inferior quality, they sometimes buy it for trail. But brands used to come for after sale services of
their installed equipment.