Main Questionnaire

ASK ALL
Section A: Non-vegetarian food consumption

1. Which all non-vegetarian items do you eat?

SHOW CARD “NON-VEG ITEMS”

Beef 1
Chicken 2
Lamb / Mutton 3
Fish 4
Prawn 5
Crab / lobster 6
Deer meat 7
Pork 8
Others (Please specify: ____________________)
MULTI CODE

2. How often do you have non-veg items at home?

SHOW CARD “FREQUENCY OF NON-VEG CONSUMPTION”

Less than once a month 1
Once a month 2
Once in two weeks 3
Once a week 4
2-3 times a week 5
Almost on a daily basis 6
For almost every meal 7
MULTI CODE

3. How often do you make chicken at home?

SHOW CARD “FREQUENCY OF CHICKEN CONSUMPTION”

Less than once a month 1
Once a month 2
Once in two weeks 3
Once a week 4
2-3 times a week 5
Almost on a daily basis 6
For almost every meal 7
MULTI CODE

4. What kind of preparations do you use chicken for?

SHOW CARD “CHICKEN PREPARATIONS”

Biryani 1
Gravy (eg. Kurma, Butter Chicken etc.) 2
Fried items (eg. Chilli Chicken, Chicken 65, 3
Project ‘Yum’ - Main Questionnaire - Kaybase, Aug 2008
Manchurian Chicken etc.)
Kababs (eg. Chicken lollipop, drumstick etc.) 4
Keema / Kaima 5
Others (Please specify: ___________________)
MULTI CODE

Project ‘Yum’ - Main Questionnaire - Kaybase, Aug 2008

ASK ALL
Section B: Chicken Purchase Behaviour

1. Where do you currently buy chicken from? CODE IN TABLE BELOW. SHOW CARD “PLACES”

SHOW CARD “PLACES”

From a local chicken shop 1
Suguna Daily Fressh shop 2
VRK Chicken shop 3
Pioneer Chicken shop 4
Any Other??? (CAN ADD)
Am not aware where it is bought currently 5
MULTICODE

2. When all do you generally purchase chicken?

SHOW CARD “WHEN PURCHASED”

No specific day or occasion – purchase any day 1
Purchase on specific day(s) of the week (Specify which day)
2
_______________________________________________________
Purchase during special occasions (Specify which occasion)
3
_______________________________________________________
Others (Please specify) 4
MULTICODE
_______________________________________________________

3. How often do you purchase chicken at your home?

SHOW CARD “PURCHASE FREQUENCY”

Less than once a month 1
Once a month 2
Once in two weeks 3
Once a week 4
2-3 times a week 5
Almost on a daily basis 6
For almost every meal 7
SINGLE CODE

4. Whenever you purchase chicken, on an average, what quantity of chicken do you purchase?

__________ kg(s)

Project ‘Yum’ - Main Questionnaire - Kaybase, Aug 2008

5. Please have a look at this photo card and tell me, when it comes to chicken purchase, what all do you
generally buy?

SHOW PHOTO CARD “CHICKEN ITEMS”

Full chicken 1
Drumstick 2
Mutton 3
Lollipop 4
Breast piece
Lollipop with masala 5
Others (Please specify)

MULTICODE

6. Who purchases chicken at your home?

SHOW CARD “WHO PURCHASES”

Who purchases
I go and purchase myself 1
My husband purchases 2
Others (Please specify) 3

MULTICODE
_______________________________________

IF CODED 1 IN Q1, ASK Q7 (PURCHASE FROM LOCAL CHICKEN SHOP)

7. Why do you purchase chicken from a local chicken shop rather than any other place? CODE IN TABLE
AFTER Q8. SHOW CARD “REASONS FOR PURCHASE”.

IF CODED 2 OR 3 OR 4 IN Q1 ASK Q8 (PURHCASE FROM BRANDED SHOPS)

8. Why do you purchase chicken from this place rather than from a local chicken shop? CODE BELOW

SHOW CARD “REASONS FOR PURCHASE”.

Reasons for purchasing chicken from this shop Q7 Q8
Is located close to my home 1 1
Is on the way home for my husband 2 2
Have halal chicken 3 3
Get freshly killed chicken at this shop 4 4
Does not have live chicken (do not prefer chicken
6 6
killed at the place where I buy)
Has a clean and hygienic environment 7 7
Quality of chicken is good 8 8
Quantity offered is good 9 9
I get whatever piece / portion I ask for 10 10
Pieces / portions available with masala paste mixed 11 11

Project ‘Yum’ - Main Questionnaire - Kaybase, Aug 2008

beforehand
Offers quick service 12 12
Has Suguna Chicken 13 13
Meat is tender 14 14
Has new kind of products 15 15
Comes nicely packed 16 16
I trust the brand name 17 17
Got used to purchasing from this shop 18 18
No particular reason 19 19
MULTICODE MULTICODE

Project ‘Yum’ - Main Questionnaire - Kaybase, Aug 2008

ASK THIS SECTION ONLY IF CODED 2 OR 3 OR 4 OR 5 IN LISTING QUESTIONNAIRE: USER TYPE
Section C: Brand and Ad Awareness

1. How did you come to know of Suguna Daily Fressh (SDF)? CODE BELOW

Sources of awareness
Saw an advertisement on television / newspaper /
1
magazine
Heard an advertisement on FM radio 2
Saw a pamphlet / newspaper insert / brochure / leaflet 3
A friend of mine / neighbour / someone told me 4
Saw the shop while going past it 5
Saw an outdoor hoarding / poster
Others (Please specify: ___________________)
MULTICODE

2. Have you seen any advertisement for any chicken or chicken related product on television or radio or
newspaper or magazine? CODE BELOW

Yes, have seen an advertisement for chicken or

1
chicken-related products
No, did not see any advertisement for chicken or
2
chicken-related products
SINGLE CODE

IF CODED 1 OR 2 ABOVE IN Q1 (OR) CODED 1 ABOVE IN Q2, ASK Q3, Q4, Q5 AND Q6

3. Can you please tell me which brand and product the ad was for?
PROBE FOR PRODUCT AND BRAND NAME
_________________________________________________________________________

4. Can you please describe the advertisement? RECORD VERBATIM

_________________________________________________________________________
_________________________________________________________________________

5. Can you please tell me what the main message of the advertisement was? RECORD VERBATIM
_________________________________________________________________________
_________________________________________________________________________

6. Can you tell me who the main model for the advertisement was? RECORD VERBATIM
_________________________________________________________________________

IF CODED 2 OR 3 OR 4 OR 5 IN LISTING QUESTIONNAIRE: USER TYPE, CONTINUE, ELSE GOTO

DEMOGRAPHICS

Project ‘Yum’ - Main Questionnaire - Kaybase, Aug 2008

Section D: Aware – Non-user

IF CODED 2 IN LISTING QUESTIONNAIRE: USER TYPE, ASK Q1 AND GOTO DEMOGRAPHICS

[AWARE – NOT VISITED – NON-USER]

1. Please have a look at this card and tell me, due to which of these reasons you have not visited a Suguna
Daily Fressh (SDF) shop so far?

SHOW CARD “REASONS FOR NOT VISITING”

Reasons for not visiting SDF
Is located quite far away from my home 1
Does not have live chicken 2
Quality may not be as good as live chicken shop 3
Comfortable with the place where I currently buy 4
I think only frozen items will be available 5
Price too high 6
Others (Please specify: ___________________)
MULTICODE

IF CODED 3 IN LISTING QUESTIONNAIRE: USER TYPE, ASK Q2 AND GOTO DEMOGRAPHICS

[AWARE – VISITED – NON-USER]

2. Can you please tell me reason(s) for not purchasing from Suguna Daily Fressh after visiting?
RECORD VERBATIM

_________________________________________________________________________
_________________________________________________________________________

IF CODED 1 IN Q1, ASK Q3

3. If a Suguna Daily Fressh shop was opened closer to your home, will you purchase from there?

Yes, will purchase from SDF if located closer to

my home (Please specify how many kms from 1
home?: ____________________________kms)
No, will not purchase 2
SINGLE CODE

Project ‘Yum’ - Main Questionnaire - Kaybase, Aug 2008

Section E: Lapser

[LAPSER]
IF CODED 5 IN LISTING QUESTIONNAIRE: USER TYPE, ASK Q1, Q2 AND CONTINUE

1. Can you please tell me reasons why you stopped purchasing from Suguna Daily Fressh?
RECORD VERBATIM
_________________________________________________________________________
_________________________________________________________________________

2. Please have a look this card and tell me, due to which of these reasons have you stopped purchasing
chicken from Suguna Daily Fressh (SDF)?

SHOW CARD “REASONS FOR LAPSING”

Reasons for having stopped purchasing from SDF
Is located quite far away from my home 1
Does not have live chicken 2
Quality of chicken is poor 3
No difference in quality 4
Comfortable with the place where I currently buy 5
Price too high 6
Others (Please specify: ___________________)
MULTICODE

IF CODED 1 IN Q2, ASK Q3

3. If a Suguna Daily Fressh shop was opened closer to your home, will you purchase from there?

Yes, will purchase from SDF if located closer to

my home (Please specify how many kms from 1
home?: ____________________________kms)
No, will not purchase 2
SINGLE CODE

4. Please have a look at this card and tell me what all you had purchased at Suguna Daily Fressh?

SHOW CARD “PURCHASE ITEMS”

Items that you purchased from SDF
Full chicken 1
Drumstick 2
Mutton 3
Lollipop 4
Breast piece
Lollipop with masala 5
Others (Please specify)

MULTICODE

Section F: Current user

Project ‘Yum’ - Main Questionnaire - Kaybase, Aug 2008
AWARE – CURRENT USER / LAPSER

1. Please have a look at this card and tell me what all do you generally purchase at Suguna Daily Fressh?
SHOW CARD “PURCHASE ITEMS”
Items that you generally purchase(d) from SDF
Full chicken 1
Drumstick 2
Mutton 3
Lollipop 4
Breast piece
Lollipop with masala 5
Others (Please specify)

MULTICODE

2. Can you please tell me, keeping everything in mind, (products available, service, price etc.), how happy are
you with Suguna Daily Fressh shop?
SHOW CARD “SATISFACTION”
Totally dissatisfied 1
Substantially dissatisfied 2
Somewhat dissatisfied 3
Neither satisfied nor dissatisfied 4
Somewhat satisfied 5
Substantially satisfied 6
Totally satisfied 7
SINGLE CODE

3. Can you please tell me the reasons for your satisfaction / dissatisfaction? RECORD VERBATIM
_________________________________________________________________________
_________________________________________________________________________

4. How likely are you to continue purchasing from Suguna Daily Fressh?
SHOW CARD “INTENTION TO CONTINUE”
Definitely will not continue to purchase there 1
Probably will not purchase 2
May not purchase 3
May / may not purchase 4
May purchase 5
Probably will purchase 6
Definitely will continue to purchase 7
SINGLE CODE

5. How likely are you to recommend purchasing from Suguna Daily Fressh to others?
SHOW CARD “INTENTION TO RECOMMEND”
Definitely will not recommend to others 1
Probably will not recommend to others 2
May not recommend to others 3
Project ‘Yum’ - Main Questionnaire - Kaybase, Aug 2008
 May or may not recommend to others 4
May recommend to others 5
Probably will recommend to others 6
Definitely will recommend to others 7
SINGLE CODE

6. How satisfied are you with the Suguna Daily Fressh shop(s) you visited on each of the parameters
mentioned below on a scale of 1 to 7 - 1 represents ‘totally dissatisfied’ and 7 represents ‘totally satisfied’.
READ OUT PARAMETERS. CODE IN TABLE BELOW.

SHOW CARD “SATISFACTION”

Neither
Totally Substantially Somewhat satisfied Somewhat Substantially Totally
PARAMETERS
dissatisfied dissatisfied dissatisfied nor satisfied satisfied satisfied
dissatisfied
Cleanliness 1 2 3 4 5 6 7

Shop hygiene 1 2 3 4 5 6 7
Space and comfort 1 2 3 4 5 6 7
Friendly staff 1 2 3 4 5 6 7
Assured quality of
1 2 3 4 5 6 7
products
Flexibility of
choosing portions / 1 2 3 4 5 6 7
pieces
Variety of products
1 2 3 4 5 6 7
available
Billing system 1 2 3 4 5 6 7
Good and neat
1 2 3 4 5 6 7
packaging
Price of products 1 2 3 4 5 6 7

7. Where were you purchasing before starting to purchase from Suguna Daily Fressh? RECORD VERBATIM.
PROBE FOR SHOP NAME AND LOCATION
_________________________________________________________________________
_________________________________________________________________________

8. Can you please tell me reasons for starting to purchase from Suguna Daily Fressh? RECORD VERBATIM
_________________________________________________________________________
_________________________________________________________________________

9. Since when have you been purchasing chicken from a Suguna Daily Fressh shop? RECORD VERBATIM

_________________________________________________________________________

Section G: Demographics & Media Habits

1. Total number of family members: ________________

Project ‘Yum’ - Main Questionnaire - Kaybase, Aug 2008
 2. Marital status:
Married :1
Single :2

IF MARRIED, ASK
3. Number of children: ______________
4. Age of children:
a. ______ years
b. ______ years
c. ______ years

MEDIA HABITS (ASK ALL)

1. Could you tell me the newspapers / dailies that you read on a regular basis? RECORD VERBATIM. CODE
IN GRID BELOW
_____________________________________________________________________________________

Amar Ujala 1 Dinamani 10 Malai Murasu 19 The Hitvada 28

The New Indian
Asian Age 2 Economic Times 11 Midday 20 29
Express
Daily Thanthi 3 Hindu Business Line 12 Mumbai Tamil Times 21 The Statesman 30
Dainik Bhaskar 4 Hindustan 13 Navbharat Times 22 The Telegraph 31
Dainik Jagran 5 Hindustan Times 14 Punjab Kesari 23 The Tribune 32
Deccan Chronicle 6 Indian Express 15 Rashtriya Sahara 24 Times of India 33
Deccan Herald 7 Lokmat Times 16 Sandhya Times 25 Others ___ 97
Dinakaran 8 Maharashtra Herald 17 Tamil Murasu 26 Others ___ 98
Dinamalar 9 Malai Malar 18 The Hindu 27 Others ___ 99

2. Could you tell me the magazines that you read on a regular basis? RECORD VERBATIM. CODE IN GRID
BELOW
_____________________________________________________________________________________

Ananda Vikatan 1 E-Commerce 24 Kalakamudi 47 Prajavani 70

Anandlok 2 Elle 25 Kannada Prabha 48 Rani 71
Anandmela 3 Femina 26 Kasturi 49 Reader’s Digest 72
Auto India 4 Filmfare 27 Kumudam 50 Sananda 73
Auto Monitor 5 Filmi Duniya 28 Kungumum 51 Saras Salil 74
Avval Vikatan 6 Free Ads 29 Madhuri 52 Sarita 75
Bhagya 7 Frontline 30 Mangayar Malar 53 Savvy 76
Business India 8 Good Housekeeping 31 Manohar Kahaniyan 54 Show Time 77
Business Today 9 Grahashobha 32 Manorama 55 Simplifly 78
Business Traveller 10 Grih Shobha 33 Maxim 56 Society 79
Business World 11 Grihalakshmi 34 Maya 57 Sports World 80
Capital Market 12 Grihashobha 35 Mayapuri 58 Sportstar 81
Chitrabhumi 13 Health & Nutrition 36 Mayura 59 Stardust 82
Chitralekha 14 Illustrated Weekly 37 Meri Saheli 60 Sunday 83
Cine Blitz 15 India Today 38 Movie 61 Swagat 84
India Today Travel
Competition S.Review 16 39 National Geographic 62 Taranga 85
Plus
Computer World 17 Inside Outside 40 New Woman 63 The Week 86
Cosmopolitan 18 IT Spice 41 Newsweek 64 Time 87
Cricket Samrat 19 IT-Traveller Plus 42 Outlook 65 Vanitha 88
Data Quest 20 Jagran Sakhi 43 Outlook Money 66 Vijay Karnataka 89
Debonair 21 Jetwings 44 Outlook Traveller 67 Wisdom 90
Project ‘Yum’ - Main Questionnaire - Kaybase, Aug 2008
Desh 22 Junior Vikatan 45 Parenting 68 Woman’s Era 91
Devi 23 Kadambini 46 PC Quest 69 Others ___ 99

3. Which channels you watch regularly? By regular I mean, channels which you watch at least once a Week.
GET NAMES OF 5-10 CHANNELS THEY WATCH REGULARLY AND CODE IN GRID BELOW.
Aaj Tak 1 DD Sports 47 IT World 93 Sree TV 139
Aastha 2 DD World 48 ITV 94 SS Music 140
Akaash Bangala 3 DD1 (National) 49 Jain TV 95 Star Gold 141
Alpha Bangla 4 DD10 (Sahyadri) 50 Jaya TV 96 Star Movies 142
Alpha Gujarati 5 DD11 (Gujarati) 51 Jeevan TV 97 Star News 143
Alpha Marathi 6 DD12 (Kashmiri) 52 Juke Box 98 Star One 144
Alpha Planet 7 DD13(Assamese) 53 Kairali (Malayalam) 99 Star Plus 145
10
Alpha Punjabi 8 DD14(Rajasthan) 54 KTV Star Sports 146
0
10
Angel TV 9 DD16 (Bhozpuri) 55 Lashkara Star Utsav 147
1
10
Animal Planet 10 DD17 (Bihar) 56 Maharishi Channel Star Vijay 148
2
10
Animax 11 DD18 Punjabi 57 MCM Star World 149
3
10
Anjum 12 DD2 (Metro) 58 Miracle Sun News 150
4
10
Arirang Eng Movies 13 DD4 (Malayalam) 59 MTV Sun TV 151
5
10
ARY Digital 14 DD5 (Podigai) 60 MTV Asia Surya TV 152
6
10
Asianet 15 DD6 (Oriya) 61 MTV India Tamilan TV 153
7
10
Asianet Global 16 DD7 (Bengali) 62 Nat Geo Channel Tara Bangala 154
8
10
Asianet Kaveri (Kan) 17 DD8 (Telugu) 63 National Geographics Tara Gujarati 155
9
11
ATN Kolkata 18 DD9 (Kannada) 64 NDTV 24X7 Tara Marathi 156
0
11
ATN Music 19 Discovery 65 NDTV India Tara Punjabi 157
1
11
ATN World 20 Dubai TV 66 NDTV Profit Teja TV 158
2
11
AXN (Action TV) 21 DW 67 Nickelodeon TEN Sports 159
3
11
B4U Movies 22 Eenadu Bangla 68 NNUS Times Now 160
4
11
B4U Music 23 Eenadu Kannada 69 NOW TMG 161
5
11
BBC World 24 Eenadu Marathi 70 NWASA Toon Disney 162
6
11
Bharti Tamil 25 Eenadu TV 71 Pogo Travel & Living 163
7
11
Cable Op-English 26 Eenadu Urdu 72 PTV TV5 164
8
11
Cable Op-Hindi 27 ESPN 73 Raint TVC Asia 165
9
12
Cable Op-Reg 28 ETC 74 Raj Plus / Raj Digital Udaya News 166
0
Calcutta Television 12
29 ETC Punjabi 75 Raj TV Udaya TV 167
NW 1
12
Cartoon Network 30 Falak 76 RPSNP Urdu Television 168
2
CCTV 31 Fashion TV 77 RTP 12 Ushe TV 169
Project ‘Yum’ - Main Questionnaire - Kaybase, Aug 2008
 3 (Kannada)
12 VCR / Games /
Channel Guide 32 Fortune Music 78 SAB TV 170
4 LD
12
Channel Oxygen 33 FTV 79 Sahara One VH1 171
5
Sahara Samay 12
Channel Punjabi 34 Gemini TV 80 Vijay TV 172
Mumbai 6
Sahara Samay 12
Channel V Asia 35 GOD 81 Win TV 173
National 7
12
Channel V India 36 Gujarati 82 Sahara TV ZED 174
8
12
Cine Cable Channel 37 Hallmark 83 Sankar Zee Cinema 175
9
13
CNBC 38 HBO 84 Sanskar Zee English 176
0
13
CNBC Awaaz 39 Headlines Today 85 Saudi TV Zee MGM 177
1
13
CNBC TV18 40 History Channel 86 See Cinema Zee Music 178
2
13
CNN 41 Hungama 87 Set Max Zee News 179
3
13
CNN IBN 42 Imayam 88 Siti Cable Zee Trends 180
4
13
CSPAN 43 In Mumbai 89 Siti Cinema Zee TV 181
5
13
CVO 44 India TV 90 SNTV Hindi Channel Zoom 182
6
13
DD Delhi 45 India Vision 91 Sony Ent. TV Others ___ 998
7
13
DD News 46 Indus Vision 92 Splash Others ___ 999
8

4.Which of the following FM stations do you listen to? CODE IN TABLE BELOW

SHOW CARD “FM STATIONS”

Radio Mirchi 1
Suryan FM 2
Radio City 3
Rainbow FM 4
World Space 5
Hello FM 6
Do not listen to FM radio 7

IF NOT CODED 7 IN Q4, ASK Q5 AND Q6 ELSE GOTO Q7

5. When do you generally listen to FM? READ OUT DAY PARTS. CODE IN TABLE BELOW

DAY PARTS
Early hours (6AM – 9AM) 1
Morning (9AM – 12Noon) 2
Noon (12Noon – 3PM) 3
Evening (3PM – 6PM) 4
Late evening (6PM – 9PM) 5
Night (9PM – 12AM) 6

6. Which all FM programmes do you listen to?

Project ‘Yum’ - Main Questionnaire - Kaybase, Aug 2008

 Favourite FM Programmes

__________________________ __________________________

__________________________ __________________________

__________________________ __________________________

7. Can I have your mobile number please:_______________________

8. Is it ok to contact you in the future?

Yes: 1 No: 2

Project ‘Yum’ - Main Questionnaire - Kaybase, Aug 2008