Questionnaire

Q.B.No. I. No. Date D D M M Y Y

Area Zone Pin Code D D M M Y Y

Hello Sir/Madam,

We are students of IBS Ahmedabad pursuing MBA. As part of our course curriculum we are required to do a project on
“Buying Behavior and Consumption Pattern of fruits”. We would appreciate if you could kindly spend few minutes of
your valuable time and help us in filling this questionnaire. The data collected through this survey is purely for the
academic purpose and will be kept completely confidential and not divulged to any organization or any commercial use
whatsoever.

Could you let us know, in your household/family, which family member goes to buy fruit most of the times?
Respondent Herself / Himself

If the interviewee is not the target respondent ask for the respondent and start the interview.

SECTION [A]: AWARENESS

1. Could you name some of the fruits that you are aware of? (Instruction to interviewer, Write the name of fruits in
case the respondent gives Hindi or Gujarati words also.)
1. 6. 11. 16.
2. 7. 12. 17.
3. 8. 13. 18.
4. 9. 14. 19.
5. 10. 15. 20.

2. People associate different words with different fruits, I will tell you certain words, please let us know which
fruits come to your mind after listening to the word?

(Instruction to interviewer, Shuffle the order of the adjectives each time. If the respondent is facing problems give an
example of some other thing like, Stylish  Hero Honda CBZ)

Adjectives Fruits
Juicy
Hairy
Sour
Tangy
Shiny
Easy to Eat
Seeds
White
Red
Iron
Black
Yummy
Sweet
Tightness
Pulpy
Tasty
Crunchy
Soft

Page 1 of 9
 (Instruction to interviewer, Shuffle the order of the adjectives each time. If the respondent is facing problems give an
example of some other thing like, Stylish  Hero Honda CBZ)
Adjectives Fruits
Expensive
Flavor
Smell
Tender
Skin feel/Texture
Yellow
Green
Mushy
Cheap
Vitamin C
Hard
Premium
(Instruction to interviewer, please ask for the associative fruits of premium after asking Q. 3.)
3. How do you associate the word premium with fruits? (please let us know which apply)

a. Expensive b. Unaffordable c. Good Quality

d. Imported e. Good Packing f. Rarely Available

4. Do you consume Premium fruits? 1. Yes 2. No

If answer of Q. 4 is yes then ask Q. 5, else skip it.

5. Please tell me some premium fruits you consume

SECTION [B]: BUYING PATTERN

Now we will talk about your family’s buying pattern.

6. [SHOW CARD B1] A). In your family apart from yourself, who else in your family, goes to buy fruits?

B). Out of 10 consecutive fruit purchases, please indicate how many times would you have gone to buy fruits
yourself. Also please indicate, how many times others would have gone to buy fruits. The total of the numbers
should be 10. (Instruction to interviewer: Put a ‘R’ before the respondent.)

S. A). Fruit Purchasers Y/N B). Please indicate the

No Please Tick number of times each
person goes to buy fruits
totaling upto 10 times
a Man of the House
b Wife
c Sons
d Daughters
e Grandfather
f Grandmother
Others, please specify
1. _______________
2. _______________
3. _______________

Page 2 of 9
 Total 10 Times

7. [SHOW CARD B2] How frequently do you go to buy fruits? (Tick one only)

a. Daily b. Alternate Days g. Others, please specify

c. Twice a week d. Once a week __________________

e. Twice a month f. Once a month __________________

8. [SHOW CARD B3] (A). Shown below are some places where people buy fruits from, could you let us know

which among these are your most preferred point of purchase.

(B). Please rank the most preferred place as 1, and the next preferred as 2, till you have ranked all the places
from where you buy fruits.

(C). Could you please tell us how frequently have you bought from these places in the last month/ three months/
a year.

(Instruction for Interviewer, the decision on asking the frequency should be taken considering responses to Q.2, if the
response is one of a, b, c, d then fill column X, if the response is one of e and f then fill column Y and if any other
response is given for g then fill column Z)
S Point of purchase (A) (B) (C) Frequency in
No.
X Y Z
Y/N Rank
Last one Three Last one
month months Year
(a, b, c, d) (e, f) (g)
1. Kachha/Pakka fruit and vegetable shops
2. Kachha/Pakka fruit shops
3. Fruit markets like Naroda fruit bazaar, CP Patel market
(Mandis)
4. Streetside vendors - Lariwalas (Hand Driven cart)
5. Streetside vendors - Tokri Wala
6. A Road side fruit cart market
7. Supermarkets, hypermarkets, malls
8. Home Delivery

9. Generally on an average how much distance do you travel from your house to purchase fruits? (Tick one only)
a. less than 100 meters b. Less than 500 meters c. 500 – 1 km
d. 1 - 2 km e. 2 – 5 km f. Others, please specify_________

10. When you go for buying fruits do you: (Tick one only)

a. generally predecide the fruits you want to buy OR

b. just go and choose fruits there itself

Page 3 of 9
11. Generally when do you go to buy fruits (please let us know which apply)

On routine Basis Not on routine basis

when you go to buy different items like grocery etc. in your spare time
while on your way home while on your way home
from work/job/business/college from work/job/business/college
on weekdays (Please specify ________________) on weekdays (Please specify ________________)
on weekends (Saturday/Sundays) on weekends (Saturday/Sundays)
on my routine visit to fruit seller, point of purchase when specially demanded by family
others, please specify________________________ others, please specify__________________

12. Do you have any particular time when you go for buying fruits? (Tick one only)
a. Morning 9-11 am d. Any time according to convenience
b. Evening 4-7 pm e. Others, please specify___________________
c. Afternoon 1-4 pm

13 [SHOW CARD B4] Please fill in the blanks (please mention approximate numbers)

a. In a single purchase I normally buy _________ different types of fruits.

b. In a single purchase I normally buy _________ kg of fruits.
c. Fruits that I buy in a single purchase generally last for _________ days.

14. Why do you generally decide to buy the ______ quantity in a single purchase? (Instruction to Interviewer:

Please Probe for suitable reasons)

15. Can you tell us that, on an average how much you spend on fruits per month? ________________________

16 [SHOW CARD B5] Here are some statements given which some people have passed explaining their attitude
towards their expenditure on fruits, please choose the option that shows your preference. (Instruction to
Interviewer: Please put the number of option chosen in box adjacent to statements)
(A). I have a fixed budget for buying fruits. (B). I think my spends on fruits is
1) Almost Always True 1) Far below right
2) Usually True 2) Moderately below right
3) Often True 3) Slightly below right
4) Occasionally True 4) Just right
5) Sometimes but Infrequently True 5) Slightly above right
6) Usually Not True 6) Moderately above right
7) Almost Never True 7) Far above right

17. Can you name any five fruits that you buy on a regular basis,
Summer fruits Winter Fruits Monsoon Fruits
1
2
3
4
5

Page 4 of 9
18. Out of the above fruits which five do you consume the most in a year, please mention in a decreasing order.
1. 2. 3. 4. 5.

19. [SHOW CARD B6] (A) (Instruction to the Interviewer, Please write the fruits respondents consume from Q. 13. in

the table below)

(B) People consider different factors while buying fruits. Could you please tell us your preference by ranking the
factors for each fruit in order of their importance to you with RANK 1 for most important factors, RANK 2 for
second most important factor and so on.
(A) Name of Fruits
(B) S No Attributes Fruit 1 Fruit 2 Fruit 3 Fruit 4 Fruit5
1 Smell
2 Looks/Appearance
3 Price
4 Seasonality
5 Display/Arrangement
6 Freshness
7 Premium
8 Fruit Variety
9 Place of Origin
10 Method of Ripening
11 Quantity
SECTION [C]: CONSUMPTION PATTERN

Now we will talk about the amount of fruits that you and your family generally tend to consume each month.

20. [SHOW CARD C1] Could you tell us who eats most of the fruits in your family
A). Different members of the household consume different quantities of fruits. Could you rank the members of
your family based on consumption of fruits, with rank 1 being given to the family member consuming the
maximum quantity of fruit, rank 2 to the next most consuming family member and so on till all members have
been ranked.
B). Could you let us know is there any particular reason for eating them apart from taste
Person who likes to eat fruit Y/N Ranking Reasons for eating fruits?
Man of the House
Wife
Sons
Daughters
Grandfather
Grandmother
Others, please specify
1. _______________
2. _______________
3. _______________

21. [SHOW CARD C2] People consume fruits in different ways. (please tick all those that apply)
Fruits consumed without meal Fruits consumed with meal/after meal
By cutting in pieces With Custard in Salad
As fruit juice As a single fruit salad only
As fruit salad Mixed with other fruits as salad
As fruit shakes With cornflakes
As whole/raw With kheer

Page 5 of 9
Others please specify________________________ Others, Please Specify _______________

22. Can you please tell some other uses that fruit that you buy are used for?

23. Is there any specific time when your family’s fruit consumption increases?
a. Yes b. No
If yes ask question no 5 otherwise ask 6

24. [SHOW CARD C3] Please choose the appropriate option (please let us know which apply)
a. During fast e. In season of fruit
b. On festivals f. On occasions
c. When guests come to our house g. When we are ill
d. At Marriages h. Others, please specify ______________________

25. Can you please tell us some of the benefits of eating fruits
1. 6. 11.
2. 7. 12.
3. 8. 13.
4. 9. 14.
5. 10. 15.

Page 6 of 9
SECTION [D]: PERSONAL INFORMATION

"Now I'd like to ask you a few personal background questions. This will help us get a picture of the kinds of people who
make up this community. Once again I can assure you that your answers will be kept confidential and we’ll make sure that
no one will ever be able to link your name with the answers you gave.

1. Name ______________________________________________________________________________________

2. Age ___ 2A. Sex : 1. Male 5 2. Female 5

3. What is your religion? _________________________________________________________________________

4. You are a part of 1. Joint Family 5 2. Nuclear Family 5 .

5. Currently you are living

1. 5 With own family 2. 5 With relatives 3. 5 With Friends 4. 5 Single living separately
5. 5 Any other__________________

6. How many members are there in your family?

i) Alone ii) Two iii) three iv) four v) five vi) >5, Please Specify___

7. From how many years are you living in Ahmedabad? _______________________________________________

8. Originally which state does your family belong to? ________________________________________________

9. Ethnicity? (Punjabi,sindhi,marwadi) ____________________________________________________

10. Could you let us know which member of the household contributes maximum to the household income?
_______________________________________________

(Instruction to Interviewer, If Respondent is the CWE then answer Q. 11, 12, 13, 14 and skip Q. 15, 16, 17)
11.The person who majorly contributes to the income of the family is known as a Chief Wage Earner, can you
please tell CWE’s occupation (Instructor to the interviewer: If respondent is dependent then take details of CWE
and if he/she is retired get his/her previous occupation)
1. 5 Unskilled Workers 2. 5 Skilled Workers 3. 5 Petty Traders
4. 5 Shop Owners 5. 5 Businessmen 6. 5 Self Employed
7. 5 Clerical/Salesman 8. 5 Supervisory Level 9. 5 Officers/ Junior Executives
10. 5 Officers/ Middle Executives /Seniors

12.Designation ___________________________ 13. Where does he work? _________________________________

14.Could you tell us educational qualification of CWE?

1 5 Illiterate 2 5 Schooling up to 4 yrs 3 5 Schooling (up to 5 to 9 yrs)
4 5 SSC/HSC 5 5 Some College but not a Graduate 6 5 Graduate
7 5 Post Graduate (General) 8 5 Post Graduate (Professional)
10 5 Ph.D 5 Others

15. What is your relationship with the CWE: ________________________________

16. Which of the following best describe your current employment status?
1 5 Unskilled Workers 2 5 Skilled Workers 3 5 Petty Traders
4 5 Shop Owners 5 5 Businessmen 6 5 Self Employed

Page 7 of 9
 7 5 Clerical/Salesman 8 5 Supervisory Level 9 5 Officers/Executives Junior
10 5 House Maker 11 5 Students 12 5 Officers/Executives Middle/Seniors

17.Could you tell us your educational qualification?

5 Illiterate 5 Schooling up to 4 yrs 5Schooling (up to 5 to 9 yrs)
5 SSC/HSC 5 Some College but not a Graduate 5 Graduate
5 Post Graduate (General) 5 Post Graduate (Professional)
5 Ph.D 5 Others

18.Does your family include the following? (Tick for each Yes)
a. Partner 5
b. Children under 5 ----- (insert number) 5
c. Age 5-11 ----- (insert number) 5
d. Ages 12- 18 ----- (insert number) 5
e. Adult children ----- (insert number) 5
f. Parent(s) or partner’s parent (s) 5
g. Other relative(s) 5
h. Non relative(s) (e.g. lodgers, flat sharers, friends) 5

19.[SHOW CARD P.I.] Your monthly Household 20.[SHOW CARD P.I.] How much do you spend on
Income is food and eatables excluding outdoor meals?
a. Less than 10,000 5 a. Less than 5000 5
b. 10,000 – 20,000 5 b. 5000 – 8000 5
c. 20,001 – 30,000 5 c. 8001 – 12,000 5
d. 30,001 – 40,000 5 d. 12,001 – 15,000 5
e. 40,001 – 50,000 5 e. More than15,000 5
f. Greater than 50,000 5

21. Is your home

a. Owned by you (and your family) 5
b. Privately rented from a landlord 5
c. Other 5

22.Residence type (Instruction to the interviewer: Please don’t ask)

a. Tenament 5 b. Row House 5
c. Bungalow 5 d. Flat (which floor? ----)(fill yourself) 5
e. Other, Please Specify________________________________________________________

23.[SHOW CARD P.I.] Durable Ownership: -

a. 5 P.C b. 5 Home theater c. 5 Fridge d. 5 A/C
e. 5 Microwave f. 5 Plasma T.V g. 5 Flat T.V h. 5 L.C.D TV
i 5 CRT TV j 5 B/W TV k 5 D.V.D player l 5 2 wheeler
m 5 4 wheeler n 5 laptop

24.[SHOW CARD P.I.] Which type of media do you prefer : -

5 Newspapers 5 Magazines 5 Television 5 Radio

Page 8 of 9
Residential Address
______________________________________________________________________________________________
______________________________________________________________________________________________

CONTACT NO

Page 9 of 9