1.

Looking at this card can you tell me which of these age groups do you fa
ll into? (Single response only)
2.
Do you clean the utensils and dishes in your household yourself? (Single
response only)
3.
Are you or any of your family members employed in any of these types of
organizations or professions? (Multiple response possible)
4.
Have you taken part in any market research survey in the past 6 months?
(Single response only)
5.
Are you living in a compound settlement?(Single response only)
6.
How many households are there living in the same compound? (Single resp
onse only)
7.
Which of the following facility/area is shared within the same compound?
(Multiple response possible)
8.
Can you please look at this card and tell me which fits your working sta
tus best? (Single response only) (Showcard 8)
9.
Who is the chief wage earner in your family? (Single response only)
10.
Which of these statements best describes the highest level of education
of the chief wage earner of your household? (Single response only)
11.
How many rooms do you have in your home? Please include bathrooms, toile
ts and kitchens in the count, but exclude attics and basements, unless used for
living accommodation. (Single response only)
Number
1
2
3
4
5
6
7
8
9
10
11
12+
Score 2

of rooms
01
02
03
04
05
06
07
08
09
10
11
12

CODE
2
2
3
3
4
4
5
6
7
8
8
9

SCORE

12.
Which of the following utilities do you have in your home? (Multiple res
ponse possible) (Showcard 12)
Utilities
CODE
SCORE
Electricity
1
9
Gas supply (piped directly into your home)
2
4
Central heating 3
4
Air conditioning (built in NOT portable)
4
4
Electronic home security system (e.g. burglar alarm)
5
5
Seated / non-seated flushing toilet (NOT manually flushed using bucket) 6
0
Seated/ non seated non flushing toilet (manually flushed using bucket) 7
-3
Score 3
13.
Which of these items do you have in working order in your home? (Multipl
e response possible)(Showcard 13)
Appliances
CODE
SCORE
Kitchen sink 01
4
Dining table 02
3
Primus (paraffin stove) / cylinder based gas stove
03
-3
Refrigerator (Stand alone
this may have ice box but NOT separate
freezer section with its own door)
04
1
Fridge freezer (i.e. the freezer section has its own door,
separate from the refrigerator door) 05
3
Separate deep freezer 06
4
Cooker (i.e. oven & hob appliance, electric cooker)
07
2
Vacuum cleaner 08
3
Electric kettle
09
2
Microwave oven 10
4
Washing machine
11
3
Tumble dryer 12
4
Dish washing machine 13
4
Electric deep fat fryer
14
3
Electric mixer 15
2
Electric iron 16
2
Water filtering device 17
3
Telephone (landline) 18
3
Fax machine
19
4
Hi-Fi / stereo system (cassette, CD or vinyl) 20
3
Video player/recorder (VCR)
21
3
DVD recorder (i.e. not just a DVD player)
22
3
Electronic car navigation system ( Sat Nav ) / GPS system
23
Docking station (for MP3 / iPod)
24
5
Home cinema/theatre / entertainment centre / HDD multimedia player
4
Score 4

5
25

14.
Which of the following items do you have in working order in your home?
(Multiple response possible) (Showcard 14)
Durables
CODE
Motor cars
01
Bicycle / manual cycle rickshaw
02
Stand-alone radios (excluding those built into Hi-Fi systems or clock- radios)
03
Radio clocks 04
PC / desktop computers 05
Laptop computers
06
Still cameras (non digital)
07
Still cameras (digital)
08
Video cameras (non digital)
09
Video cameras (digital)
10
Personal CD / cassette players 11
MP3 player / iPod
12
Mobile/cellular phones / car phones
13
Mobile/cellular phones with email facility
14
Gaming consoles (home or portable / handheld) 15
Black & white TVs
16
Colour TVs CRT (cathode ray tube)
Colour TVs LCD / Plasma TVs
18
15.

17

How many (Durable mentioned in Q.14 do you own) (Showcard 15)

Durables
Motor cars

CODE

No. Owned
1
2

01

SCORE
3
3

4
5

5+
6

Bicycle / manual cycle rickshaw

02
0
2
4
5
Stand-alone radios (excluding those built into Hi-Fi systems or clock- radios)
03
1
4
5
5
5
Radio clocks 04
3
5
7
7
7
3

PC / desktop computers 05

8
Laptop computers

06

7
Still cameras (non digital)
07
5
Still cameras (digital)
08
7
7
Video cameras (non digital)
09
8
8
Video cameras (digital)
10
9
9
Personal CD / cassette players 11
5
5
MP3 player / iPod
12
6
Mobile/cellular phones / car phones
13
2
3
4
Mobile/cellular phones with email facility
5

14

4
4
Gaming consoles (home
5
5
5
Black & white TVs
0

4
or portable / handheld) 15
5
16
0

Colour TVs CRT (cathode ray tube)

Colour TVs LCD / Plasma TVs

3
0

17

18

Circle one option from below (single code)

Score
No Colour TV
0
1 Colour TV (CRT)
2
2 or more Colour TVs (CRTs Only)
4
1 Colour TV (LCD / Plasma)
4
2 or more Colour TVs (at least one LCD / Plasma)
Score 5

*
*

16.
Do you have own or have at home, any of these sporting or leisure items?
(Multiple response possible) (Showcard 16)
Sport equipment CODE
SCORE
Golf equipment 1
5
Scuba diving/surfing 2
0
Skiing/ snow boarding/ ice skating equipment 3
6
Glider / hang-glider / para-glider (no engine) 4
0
Treadmill / other gym machines 5
6
Motor boat / sailing boat
6
15
Swimming pool 7
10
Professional quality musical instrument (e.g. piano, violin etc.)
5
Hot tub / Jacuzzi/Sauna
9
0
None
10
0

Score 6
Score
Score
Score
Score
Score
Score

1 0
2 0
3
4
5
6

TOTAL SCORE (Score1-Score6)

Consumer Classification
INTERVIEWER INSTRUCTION: Continue the interview if the respondent belongs to LSM
2-6. Else terminate the interview.

SECTION I: DISHWASHING SECTION

INTERVIEWER: Now I would like to understand your dish washing habits.
17.
I now want you to tell me, all the sources of water in your household wh
ich you use for washing dishes. While mentioning them, please include all source
s which may be present inside/outside the home. (Multiple response)
Own tap/ Municipal Corporation/Govt body tap (indoors) 01

Go to Q.19

Own tap/ Municipal Corporation/Govt body tap (outdoors) 02

Go to Q.19

Communal water tap (outside home)

03
Go to Q.19
Tanker/wagon
04
Go to Q.19
Well/borehole
05
Go to Q.19
Natural surface water (e.g. lake, river, spring)
06

Go to Q.19

Rain water
07
Go to Q.19
Bottled water
08
Go to Q.19
Water bought and delivered
09
Go to Q.18
Water bought and transported by self
10
Go to Q.18
Sachet/Pure Water
11
Go to Q.18
Other (specify) 97
Go to Q.19
INTERVIEWER INSTRUCTION: IF CODED 09-10-11 IN Q.17 ask 18 ELSE ASK Q19.
18.
)

Where do you store the water that is bought? (Multiple response possible

Kitchen area
01
Dining area
02
Bathroom/Toilet area
03
Sleeping area/ Bedroom 04
General living area
05
Storeroom
06
Cupboards
07
Other (specify) 97
19.
Which are the main three cooking methods you use in home (i.e. what are
the 3 types of cooking methods you use on most occasions) (Multiple response po
ssible) MAXIMUM 3 RESPONSES POSSIBLE, MINIMUM 1 RESPONSE(Showcard 19)
Stir Fry
Deep Fry
Curry 03

01
02

Soup
04
Boil
05
Steam 06
Grilled 07
Roasted 08
Microwave
Stew
10
Bake
11
Toast 12
Shallow fry
Poach 14
Barbeque
Braised 17
Fermented
Marinate
Others (Please

09

13
15
18
19
specify) 97

20.
What is the cooking fuel that you usually use for your daily cooking? (S
ingle response only)
Coal
Dung Cakes
r (Please specify )
1
2
3

Kerosene
4

Wood

LPG

97

Electricity

Any othe

21.
Which oil do you use for cooking most often i.e. you use it on a daily b
asis? (Single response only)
Vegetable oils e.g. Palm oil 01
Vegetable fat 02
Cooking fat
03
Animal fat/oil e.g. ghee, butter etc. 04
Olive oil
05
Corn oil
06
Coconut oil
07
Sunflower oil 08
Others (Please specify________________) 97
22.
Which spices do you use for cooking most often i.e. you use them on a da
ily basis? (Multiple response possible) (Showcard 22)
Mchuzi mix
01
Buillion Cubes 02
Masala e.g. beef, chicken, fish, garam 03
Curry powder
04
Garlic 05
Chillies
06
Tamarind
07
Turmeric
08
Coriander
10
Ginger 11
Cardamom
12
Cinnamon
13
Pepper 14
Clove 15
Others (Please specify________________) 97
23.
Which of the following ingredients do you use regularly (most days of th
e week) for cooking? (Multiple response possible) (Showcard 23)

Millet 1
Cabbage 2
Chicken 3
Cassava 4
Sweet Potato
5
Green bananas 6
Arrow Root
7
Green grams
8
Beans 9
Cornmeal
10
Maize (Corn)
11
Rice
12
Coconut 13
Sukuma 14
Beef
15
Goat
16
Wheat flour
17
Green Leafy Vegetables 18
Others (Please specify) 97
24.
Please tell me what are the eating/drinking/serving utensils you use at
your home on a daily basis? (Multiple response possible) (Showcard 24)
EATING/ DRINKING UTENSILS
Code
Cups/saucers
1
Drinking beakers/glasses
2
Plates/dishes (eating) 3
Cutlery e.g. spoons, forks, knives etc 4
Bowls/ katoris (eating) 5
Serving vessels 6
Utensils/Vessels for cooking
7
Pan
8
Others (Please specify) 97
25.
Please tell me what are the cooking utensils you use at your home ona da
ily basis for preparation of food? (Multiple response possible) (Showcard 25)
COOKING UTENSILS
Code
Pots/ pans
1
Frying Pan
2
Pressure cooker 3
Kadai
Deep Frying cooking vessel
4
Tawa Flat Cooking vessel
5
Food preparation tools e.g. frying spoons, flipper)
Dough Kneading plate
7
Grater 8
Mortar/ pestle 9
Chopping Board 10
Chopping Blade 11
Knives/Peelers 12
Fruit cutters 13
Grinder
Manual / Operated by Hand
14
Grinder Automatic / Runs on Electricity
15
Food Processor 16
Mbuzi (coconut grating) 17
Others (Please specify) 97
26.

Please tell me what are the milk/tea/coffee utensils you use at your hom

e? (Multiple response possible) (Showcard 26)

MILK/ TEA/ COFFEE UTENSILS
Code
Separate Milk Vessel for boiling
1
Kettle / Coffepot /Teapot
2
Strainer
3
Cups for drinking
4
Saucers for drinking
5
Others (Please specify) 97
I do not have seperate milk/tea/coffee boiling vessels 99
27.
Please tell me what are the kid s utensils you use at your home? (Multiple
response possible)(Showcard 27)
KIDS UTENSILS Code
I do not have kids at home
1
Seperate Baby utensils (dishes, bottle nipples etc.)
2
Kids school tiffins. 3
Water Bottles 4
Others (Please specify) 97
I do not have Seperate Kids utensils 99
28.
Please tell me, what is the material of (The utenils coded in Q.24-Q.27)
that you have? (Multiple response possible) (Showcard 28)
Steel/stainless steel
Aluminum / Hindalium
Iron / cast iron
Ceramic / china / bone
Glass 5
Plastic 6
Brass / copper 7

1
2
3
china

Clay / mud
8
Wood
9
Copper bottom 10
Non-stick/Teflon

11

Stone 12
Melamine
13
Others (Please specify) 97

INTERVIEWER INSTRUCTION: INTERVIEWER TO TAKE PICTURES OF THE WASHING AREA

29.
Please tell me how do you usually wash the utensils and dishes by hand?
(Single response only)
Standing up; in the kitchen sink/ basin (inside the kitchen)
01
Standing up; in the kitchen sink/ basin (outside the kitchen) 02
On the floor; within the kitchen (inside the house)
03
On the floor; outside the kitchen (inside the house)
04
Standing outside the house
05
Sitting outside the house
06
Any Other (Please specify)
97
30.
What product do you mainly use, each time you wash your utensils and dis
hes? (Single response only) (Showcard 30)
Ash
01
Mud
02
Sand
03
Laundry Detergent Powder
Laundry Detergent Bar 05
Laundry Detergent Liquid
Laundry Detergent cream/paste
Lemon 08
Tamarind
09

04
06
07

Dishwash Bar
10
Dishwash Powder 11
Dishwash cream/Paste
12
Dishwash Liquid 13
Multipurpose paste / cream
No products, water only

14
15

31.
What other product/products do you generally mix with (product mentioned
in Q.30) to wash your utensils and dishes? (Multiple response possible) (Showca
rd 31)
INTERVIEWER INSTRUCTION: For example if the respondent generally used sand, and
mixed it with detergent bar, then please select Laundry Detergent Bar in 31. In ca
se she uses only sand without mixing with any product then please code No product
s, water only in 31.
Ash
01
Mud
02
Sand
03
Laundry Detergent Powder
Laundry Detergent Bar 05
Laundry Detergent Liquid
Laundry Detergent cream/paste
Lemon 08
Tamarind
09
Dishwash Bar
10
Dishwash Powder 11
Dishwash cream/Paste
12
Dishwash Liquid 13
Multipurpose paste / cream
No products, water only

04
06
07

14
15

INTERVIEWER INSTRUCTION: ASK 32 FOR THOSE WHO CODED 4-7 OR CODED 10-14 IN 30 or
31
32.
From the brands that you have used, please tell me which is the most oft
en used brand for washing utensils/vessels? (Single response only) (Showcard 32)
Brands Formats
Axion Dishwash paste 1
Pride Dishwash paste 2
Haco
3
Colgate & Palmolive
Axion Dishwash liquid 5
Basil Dishwash liquid 6
Morning Fresh Dishwash liquid
Sunlight
Dishwash liquid
Pride Dishwash liquid 9
Dhobi Laundry bar
10
Menengai
Laundry bar
White Star
Laundry bar
Jamaa Laundry bar
13
Panga Laundry bar
14
Sunlight
Laundry bar
OMO
Laundry powder 16
Ariel Laundry powder 17
Toss
Laundry powder 18

4
7
8
11
12
15

Gental Laundry powder 19

Sunlight
Laundry powder 20
Other (SPECIFY)
97
INTERVIEWER INSTRUCTION: ASK 33 FOR THOSE WHO CODED 4-7 OR CODED 10-14 IN 30 or
31
INTERVIEWER INSTRUCTION: INTERVIEWER TO CHECK THE PANTRY FOR PACK SIZE
INTERVIEWER TO TAKE PICTURES OF PANTRY WHERE PRO
DUCT IS STORED
33.
What pack size of (dish wash liquid/laundry bar mentioned in 32) do you
buy? (Single response only)
Liquid Pack Size
Less than 100 ml
1
100 ml - 249 ml 2
250 ml - 499 ml 3
500 ml
999 ml 4
1 litre
4.99 litre
5
5 litre and above
6
Other (SPECIFY)__________

97

Bar Size
Less than 100 gms
1
100 gms - 249 gms
2
250 gms - 499 gms
3
500gms and above
4
Other (SPECIFY)__________

97

Powder pack Size

Less than 10 gms
1
11gms - 49 gms 2
50 gms - 99 gms
3
100 gms - 249 gms
4
250 gms - 499 gms
5
500 gms- 999 gms
6
1Kg - 5Kg
7
Above 5 Kg
8
Other (SPECIFY)__________

97

Multipurpose paste/cream size

Less than 10 gms
1
11gms - 49 gms 2
50 gms - 99 gms
3
100 gms - 249 gms
4
250 gms - 499 gms
5
500 gms- 1 kg 6
Above 1 kg
7
Other (SPECIFY)__________

97

34.
What is the price of the (Pack Size mentioned in Q.33 and brand mentione
d in Q.32)? (Record Verbatim)
..
35.
How long does the (Pack Size mentioned in Q.33 and brand mentioned in Q.
32) last? (Single response only)
Size
1 day

Up to1 week
2
Up to 2 weeks 3
Up to 3 weeks 4
Up to 1 month 5
Upto 2 months 6
More than 2 months
7
Others (SPECIFY)__________

97

36.
Where do you purchase dishwashing liquid/laundry powder from? (Multiple
response possible) (Showcard 36)
Channels
Traditional Trade outlets (e.g. Mom and Pop stores)
1
Hypermarkets
2
Supermarkets
3
Convenience stores
4
Grocery stores 5
Kiosks 6
Table Tops
7
Petrol Pumps
8
Street shops
9
Hawkers 10
Others (SPECIFY)__________
97
37.
On an average, how many times you generally wash utensils and dishes in
a day? (Single response only)
Less than one time a day / once in two days or more
1
Once in a day 2
Two times a day 3
Three times a day
4
Four times a day
5
Five times a day
6
More than five times a day
7
38.
On an average, how many utensils and dishes do you generally wash in a
particular dish wash occasion? Please tell me separately for cooking and servin
g utensils(Single response only)
Cooking Utensils
Utensils
1 to 3 utensils and dishes
1
4 to 6 utensils and dishes
2
7 to 10 utensils and dishes
3
11 to 13 utensils and dishes
4
14 to 16 utensils and dishes
5
17 to 20 utensils and dishes
6
21 to 25 utensils and dishes
7
More than 25 utensils and dishes

1
2
3
4
5
6
7
8

Serving

39.
What are the implements you use for your dish washing chore? (Multiple
response possible) (Showcard 39)
Cooking Vessels
Implement
Code
Implement
Code
Implement
t
Code
Polythene/Plastic
1
Old clothes/ socks
6
Sponge 16
Brick 2
Nylon scrubber/ loofah 7
Knife 12

Code

Implemen

Spoon

11

Sponge scourer

17
Stone 3
18
Medicine foil
Pls Specify)
Coconut husk

Steel wool
4
19
5

Own nail

13

Toothbrush

Bare hands

Scouring pad

10

Gloves 15

Eating / Drinking / Serving vessels

Implement
Code
Implement
Code
Implement
t
Code
Polythene/Plastic
1
Old clothes/ socks
6
Sponge 16
Brick 2
Nylon scrubber/ loofah 7
Knife 12
17
Stone 3
Steel wool
8
Own nail
13
18
Medicine foil 4
Toothbrush
9
Bare hands
Pls Specify)
19
Coconut husk
5
Scouring pad
10
Gloves 15

Fish net
14

Others (

Code

Implemen

Spoon

11

Sponge scourer
Fish net
14

Others (

INTERVIEWER INSTRUCTION: FOR 40 & 41: ASK THE RESPONDENT TO ARRANGE THE ACTIVITI
ES IN THE ORDER THEY PERFORM THEM I.E. ASK THEM TO RANK ORDER THE ACTIVITY THEY
PERFORM FIRST AS 1, THE ACTIVITY THEY PERFORM NEXT AS 2 AND SO ON
40.
What is the order of the activities you perform when washing the cooking
vessels? (Multiple response possible) (The activities to be arranged in the ord
er they are done) (Showcard 40)
Activities
Soak
Rinse
Scrub
Scrape

Cooking Vessels

41.
What is the order of the activities you perform when washing the eating/
drinking/serving vessels? (Multiple response possible) (The activities to be arr
anged in the order they are done) (Showcard 41)
Activities
Soak
Rinse
Scrub
Scrape

Eating / Drinking / Serving vessels

42.
Please tell me what was the main method of washing the cooking vessels
and eating / drinking / serving vessels in your household most of the time? (Si
ngle response only for each type of vessel) (Showcard 42)
Cooking vessels Eating / Drinking / Serving vessels
Add the [product mentioned in 30 directly to a large quantity of water and wash
the soiled items by immersion in the solution-Bowl Wash 1
1
Add the [product mentioned at 30 directly to a small quantity of water in a bowl
and wash the soiled items one by one by placing them in or over the bowl and wi
ping them with a sponge or cloth soaked in the product solution. The soiled solu
tion usually runs back into the bowl-Semi Bowl Wash
2
2

[product mentioned at 30 applied directly to wet sponge or cloth and rubbed to

the soiled utensils
Direct Application
3
3
The [product mentioned at 30 was mixed with a small quantity of water in a cup o
r small dish. A sponge or cloth was then dipped in this solution and used to w
ipe the soiled items Dip and wipe
4
4
No product used, water only
5
5
43.
Can you tell me how frequently you encounter ___________ (READ OUT DIRT
TYPE/PROBLEM) when washing the vessels? (Single response only per dirt type) (Sh
owcard 43)

Cooking vessels Serving vessels

very frequently quite frequently
rarely not at all
quently quite frequently
Rarely not at all
GREASE/OIL STAINS
Reddish oil stains (i.e. palm oil)
1
2
3
2
3
4
Refined oil stains
1
2
3
4
1
4
Other slippery oil stains
1
2
3
4
3
4
Sticky thick oil stains (e.g. solidified oil stains in cooking
2
3
4
1
2
3
4
Grease 1
2
3
4
1
2
3
FOOD RELATED STAINS
Tea / Coffee stains
1
4
Burnt sticky stains (i.e. burnt
2
3
4
1
Burnt milk stains
1
4
Burnt starch stains (i.e. rice,
4
1
2
3
Food stains/ Hard sticky stains
1
2
3
4
White stains from boiling food
3
4
Left over product residues
3
4
OTHER STAINS/PROBLEMS

very fre

pots)

4
2

food stuck to bottom of the vessel)

2
3
4
2
3
4
1
2

3
1
3

flour, spaghetti)
1
2
3
4
(i.e. dried semolina or yam powder etc.)
1
2
3
4
1
2
3
4
1
2
1

Left over smell on utensils/vessels

1
2
2
3
4
Leftover marks/scratches on utensils/vessels
1
1
2
3
4
Black soot stains (i.e. charcoal stains)
1
1
2
3
4
Scorched metal stains (i.e. left on the fire too long,
on the underside)
1
2
3
4
4
Rust stains
1
2
3
4
1

it gets dark scorch marks

1
2
3
2

Limescale

Bad odour

Watermarks

Skin irritation 1

Dry hands

Dull look of utensils/vessels

3
4
Others (please specify) 1

4
44.
Could you please tell me which of these problems are the most difficult
to solve? (Multiple responses possible)(Record a maximum of 3 problems, minimum o
f 1 problem)
ONLY SHOW THOSE PROBLEMS IN 44 WHICH ARE CODED 1-3 IN 43 (Showcard 44)

Cooking Vessels Serving Vessels

Difficult to solve
Difficult to solve
GREASE/OIL STAINS
Reddish oil stains (i.e. palm oil)
1
1
Refined oil stains
2
2
Other slippery oil stains
3
3
Sticky thick oil stains (e.g. solidified oil stains in cooking pots)
4
4
Grease 5
5
FOOD RELATED STAINS
Tea / Coffee stains
6
6
Burnt sticky stains (i.e. burnt food stuck to bottom of the vessel)
7
7
Burnt milk stains
8
8
Burnt starch stains (i.e. rice, flour, spaghetti)
9
9
Food stains/ Hard sticky stains (i.e. dried semolina or yam powder etc.)
10
10
White stains from boiling food 11
11
Left over product residues
12
12
OTHER STAINS/PROBLEMS
Left over smell on utensils/vessels
13
13
Leftover marks/scratches on utensils/vessels
14
14
Black soot stains (i.e. charcoal stains)
15
15
Scorched metal stains (i.e. left on the fire too long, it gets dark scorch marks
on the underside)
16
16
Rust stains
17
17
Limescale
18
18
Bad odour
19
19
Watermarks
20
20
Skin irritation 22
22
Dry hands
23
23
Dull look of utensils/vessels 24
24
Others (please specify) 25
25
45.

46.
What are the ailments that can be caused by left-over unspotted residues a
fter cleaning cooking & serving vessels? (Multiple Response Possible)
Hepatitis
1
Vomiting
2
Cold/Flu
3
Diarrhea/ Stomach upset 4
Fever 5
Food poisoning 6
Dehydration
7
Others (Please specify) 97
SECTION C: Concept Evaluation
Interviewer read out: I am now going to show you a product description of a dish
washing product. Please take the time you need to listen/read the product descri
ption. Let me know when you are ready to move on.
INTERVIEWER INSTRUCTION: SHOW THE COLOR COPY OF CONCEPT CARD. IF THE RESPONDENT
IS ILLITERATE, READ OUT THE CONCEPT CARD TO HER
INTERVIEWER INSTRUCTION: Depending on respondent s response on comfort with readin
g, you will decide whether to read the concepts to the respondent or read it onc
e and handover it to respond
ALLOW RESPONDENT TO LOOK ATTENTIVELY AT THE CONCEPT
LEAVE THE DESCRIPTION IN VIEW THROUGHOUT THE CONCEPT EVALUATION
47.
Based on what you just heard about this idea, can you tell me the statem
ent that best describes your overall opinion about this dishwashing product? (Si
ngle response only)
1
2
Very Poor
Excellent

3
Poor

4
5
6
Neither Poor Nor Fair

7
Fair

Good

Very Good

48.
Based on what you have just heard about this idea; can you please tell m
e how likely you are to buy this dishwashing product? (Single response only)
1
2
3
4
5
Definitely not buy it Probably not buy it
Might or might not buy it
Probably buy it Definitely buy it
Go to Q53
Got to Q48
`
49.
Based on the idea, please tell me what all aspects of this dishwashing p
roduct did you specifically like? Anything Else? [EXPLORE (CLARIFY/PROBE) AND RE
CORD VERBATIM]
.
50.
Based on the idea, please tell me what all aspects of this dishwashing p
roduct did you specifically dislike? Anything Else? [EXPLORE (CLARIFY/PROBE) AND
RECORD VERBATIM]
.
51.
Based on what you read in the concept, please take a look at this card a
nd tell me how different do you think this product is from other similar product
s that are available in the market? (Single response only)
1

Not at all new and different

Somewhat new and different
fferent Very new and different Extremely new and different

Quite new and di

52.
Which statement on this card best describes the extent to which you beli
eve what is written about the product in the concept? (Single response only)
1
2
3
Do not believe at all
Believe somewhat

4
5
Do not really believe
Believe completely

Neither believe nor disbelieve

53.
I am going to ask you about the price you would be willing to pay for th
e product shown in the concept card. Can you please answer the following question
s with regard to the product?
(Single coding per question)
52. a) At what price is the product so expensive you would not buy it? 52. b) A
t what price is the product so inexpensive that you would feel the quality is qu
estionable?
52. c) At what price is the product becoming expensive, so you w
ould have to think about buying it?
52. d) At what price is the product a ba
rgain i.e. great value for the money?
10
10
10
10
15
15
15
15
20
20
20
20
25
25
25
25
30
30
30
30
35
35
35
35
40
40
40
40
45
45
45
45
50
50
50
50
55
55
55
55
60
60
60
60
65
65
65
65
70
70
70
70
SECTION D: MEDIA HABITS
Now, I would like you to think about your daily activities, in particular, your
media habits
54.
Thinking about the different forms of media, how often do you engage in
each of the following? (Single response per row) (Showcard 53)

Never Every few months

mes a week
3 - 4 times a week
Many times a day
TV
DSTV
1
2
3

Every month
2-3 times a month
5 - 6 times a week
Once a day

1 - 2 ti

TV - Cable
1
9
Recorded programme
8
9
Radio 1
2

Newspaper
9

Magazine
1
2
3
9
Browsing Internet
1
2
8
9
Sending email 1
2
3
9
Mobile for SMS 1
2
3
9
Mobile for calls
1
2
8
9
Community Fairs / Events
1
7
8
9
Outdoor Billboards / advertisement
6
7
8
9
Door to Door Sampling 1
2
8
9
Sampling in stores / out of home
6
7
8
9
In
store demos
1
2
9
Cinema 1
2
3
4
Women s union 1
9
Advertising In-Store
8
9

INTERVIEWER INSTRUCTION: DO NOT ASK FOR THOSE MEDIA WHICH HAVE BEEN CODED 1 in Q
.53
55.
Thinking about the different forms of media, what time do you usually us
e each of the media platforms? (At least one response per row] (Showcard 54)
5am
6.59am
7am
8.59am
pm
4pm 5.59pm
6pm
6.59pm
pm
10pm - 10.59pm 11pm - 11.59pm
TV DSTV
1
2
3
10
11
12
13
TV - Cable
1
2
3
9
10
11
12
13
Recorded programme
1
2
8
9
10
11
12
Radio 1
2
3
4
10
11
12
13
Newspaper
1
2
3
9
10
11
12
13
Magazines
1
2
3
9
10
11
12
13
Browsing Internet
1
2
8
9
10
11
12
Sending email 1
2
3
9
10
11
12
13
Mobile for SMS 1
2
3
9
10
11
12
13
Mobile for calls
1
2
8
9
10
11
12
Community Fairs / Events
1
7
8
9
10
11

9am
11.59am 12pm
7pm
7.59pm
8pm
12am - 4.59am
4
5
6

1.59pm
8.59pm

2pm
9pm

3
13
5

3
13
4

3
13
2
12

3
13

3.59
9.59
9

Outdoor Billboards / advertisement

6
7
8
9
10
Door to Door Sampling 1
2
8
9
10
11
12
Sampling in stores / out of home
6
7
8
9
10
In
store demos
1
2
9
10
11
12
13
Cinema 1
2
3
4
10
11
12
13
Women s union 1
2
3
9
10
11
12
13
Advertising In-Store
1
2
8
9
10
11
12

1
11
3
13
1
11
3

2
12
4

3
13
5

2
12
4

3
13
5

3
13

INTERVIEWER INSTRUCTION: ASK 55 ONLY FOR THOSE MEDIA WHICH HAVE BEEN CODED 8 and
9 in Q.53
56.
On average, how many hour(s) do you spend in a day
row) (Showcard 55)

< 30 mins
30min to <1 hour
1 hour
urs
3hours to <4 hours
4hours to <5 hours
6hours to <7 hours
> 7 hours
DK/CS
Watching television
1
2
3
4
8
9
10
Watching recorded programme
1
2
3
7
8
9
10
Listening to Radio
1
2
3
4
8
9
10
Reading newspaper
1
2
3
4
8
9
10
Reading magazine
1
2
3
4
8
9
10
Browsing Internet
1
2
3
4
8
9
10
Sending email 1
2
3
4
5
9
10
Using mobile for SMS
1
2
3
4
8
9
10
Using mobile for calls 1
2
3
4
8
9
10
Using Smartphone
1
2
3
4
8
9
10
Going to community Fairs / Events
1
2
6
7
8
9
10
Looking at outdoor Billboards / advertisement 1
5
6
7
8
9
10
Door to Door Sampling 1
2
3
4
8
9
10
Sampling in stores / out of home
1
2
6
7
8
9
10
Watching In
store demos
1
2
3
8
9
10
Going to cinema 1
2
3
4
5
9
10
Attending Women s union 1
2
3
4
8
9
10
Watching Advertisement In-Store 1
2
3
7
8
9
10

? (Single response per

to <2 hours
2hours to <3 ho
5hours to <6 hours
5

INTERVIEWER INSTRUCTION: DO NOT ASK 56 IF CODED 1 FOR RADIO in Q.53

57.
What type/genre of radio programmes do you usually listen to? (Multiple
response possible)
Religious
1
Comedy 2
Family 3
News
4
Thriller
5
Serial Drama
5
Sports 6
Science Fiction 7
Kid program
8
Romance 9
Music 10
Others (Please specify) 97
INTERVIEWER INSTRUCTION: ASK 57 IF CODED 2-9 FOR RADIO in Q.55
58.
Which radio stations do you listen to regularly i.e. at least half an ho
ur a day? (Multiple response possible)
Capital FM
Chamegi FM
Citizen FM
Classic FM
Coro FM 5
Easy FM 6
Homeboyz Radio
Kameme FM
Kass FM 9
KBC
10
Kiss FM 11
Lake Victoria
Mbaitu FM
Metro East FM
Metro FM
Mulembe FM
Rehema Radio
Star FM 18
X Fm
19
Hot FM 20
Ghetto Radio
Muuga FM
Ramogi FM
Baraka FM
Musya FM
Others 97

1
2
3
4
7
8

12
13
14
15
16
17

21
22
23
24
25

INTERVIEWER INSTRUCTION: DO NOT ASK 58 IF CODED 1 FOR T.V

.53

CABLE AND TV

DSTV in Q

59.
What type/genre of T.V programmes do you usually watch? (Multiple respon
se possible)

Religious
1
Comedy 2
Family 3
News
4
Thriller
5
Serial Drama
5
Sports 6
Science Fiction 7
Kid program
8
Romance 9
Music 10
Others (Please specify) 97
INTERVIEWER INSTRUCTION: ASK 59 IF CODED 2-9 FOR TV in Q.55
60.
Which Television channels do you watch regularly i.e.at least half an ho
ur a day? (Multiple response possible)
Citizen TV
Classic TV
Family TV
GBS
4
K24
5
KBC
6
Kiss TV 7
KTN
8
NTV
9
QTV
10
Sayare TV
Others 97

1
2
3

11

INTERVIEWER INSTRUCTION: DO NOT ASK IF CODED 1 FOR NEWSPAPERS in Q.53

61.
Which of the following newspapers do you read regularly i.e. at least 10
minutes every day? (Multiple response possible)
The Daily Nation
1
The Standard
2
The EastAfrican 3
The Kenya Times 4
The Sub-Saharan Informer
Tafia Leo
5
Business Daily 6
The Star
7
The People
8
Coast Week
9
Do not read any newspapers
Others 97

10

62.
Do you or any of your family members have a mobile phone? (Single respon
se only)
Yes
No

1
2

Go to Q.62
Go to Q.65

INTERVIEWER INSTRUCTION: ASK IF CODED 1 in Q.61

63.
What kind of mobile phone do you have? (Multiple response possible) (Sho
wcard 62)
Feature phone 1
Smart phone
2
I do not have a mobile phone

INTERVIEWER INSTRUCTION: ASK 63 IF CODED 1 in Q.61

64.

Who all in your family own a mobile phone? (Multiple response possible)

Self
1
Husband 2
Children (<18 years)
Children (>18 years)
Father 5
Mother 6
Siblings(<18 years)
Siblings(>18 years)
Other relatives 97

3
4
7
8

INTERVIEWER INSTRUCTION: ASK 64 IF CODED 1 IN Q.61

65.
What do you mainly use
.. (Type of mobile phone from 62) for? (Multiple resp
onse possible) Please select top 3
Activities on Mobile Phone
Talking 1
Texting/sending messages/Chatting
Sending mails 3
Browsing internet
4
Playing games 5
To check time 6
Used as an alarm
7

Banking 8
Bill Payment
9
Listening to music
10
Watching videos 11
Others (please specify)
.
97
I don t use the mobile phone myself

99

INTERVIEWER INSTRUCTION:
Do NOT ASK 65.a IF CODED 1 IN q.53 FOR tv
CABLE AND TV - DSTV
Do NOT ASK 65.B IF CODED 1 IN q.53 FOR rECORDED pROGRAMME
Do NOT ASK 65.C IF CODED 1 IN q.53 FOR rADIO

66.
What do you usually do when seeing advertisement/commercial on the diffe
rent media? (Multiple response possible)


65.a
TV
65.b Recorded Programme 65.c Radio
Switching channel
1
1
1
Leaving or doing something else during commercial break
2
Watching/Listening, but with no interest
3
3
Watching/Listening, with interest
4
4
4
Others (please specify)
97
97
97

INTERVIEWER INSTRUCTION:
Do NOT ASK 66.a IF CODED 1 IN q.53 FOR NEWSPAPER
Do NOT ASK 66.B IF CODED 1 IN q.53 FOR Magazine
Do NOT ASK 66.C IF CODED 1 IN q.53 FOR Internet
67.
How do you notice advertisement on newspaper/magazine/internet? (Multipl
e response possible)

66.A Newspaper 66.B Magazine 66.C

Internet
I only notice large space ads
1
1
I read ads that appear among my favourite sections

1
2

I sometimes look at the ads that have outstanding design

3
I notice ads that have my favourite celebrities on
4

I only look at the ads in my spare times

5
5
I read most of ads on newspaper/magazine/internet as a habit
6
6
I never notice ads in newspaper/magazine/internet
7

I only
I only
I read
I read
Others

skim through the advertisement 8

look at the picture
9
9
most of the advertisement's content
all the advertisement's content 11
(please specify)
97
97

8
9
10
11
97

6
7

8
10
11

10

INTERVIEWER INSTRUCTION: DO NOT ASK FOR THOSE MEDIA WHICH HAVE BEEN CODED 1 in Q
.53
68.
Which media channel/s has made you aware of the different household clea
ning products in the market? (Multiple response possible)
Awareness
DSTV
1
TV
TV - Cable
2
Recorded programme
3
Radio 4
Newspaper
5
Magazine
6
Internet (excluding emails)
7
Emails 8
SMS to mobile 9
Calls to mobile 10
Community Fairs / Events/ Activities at the markets
Outdoor Billboards / advertisement/information board
Door to Door Sampling 13
Sampling in stores / out of home
14
In store demos
15

11
12

Cinema 16
Women s union 17
Advertising In-Store
18
Recommend by friends/family/neighbors
Recommend by salesperson
20
Others (please specify) 97
None of the above
99

19

SECTION E: DEMOGRAPHICS
69.
ly)

What is the highest level to which you have studied? (Single response on

Education
CODE
Illiterate
01
Literate but no formal / school education
02
Primary incomplete
03
Primary complete
04
Junior / middle school incomplete
05
Secondary / senior / high school incomplete
06
Secondary / senior / high school complete
07
College / university incomplete
08
College / university complete (graduate)
09
Post graduate studies incomplete (no post graduate degree)
Post graduate studies complete (post graduate degree) 11

10

70.
Which of the following best describes your current working status? (Sin
gle response)
Employed full-time
Employed part-time
A student
3
A homemaker
4
Retired 5
Not currently employed
Self employed 7
Prefer not to answer

1
Go to 70
2
Go to 71
6
99

INTERVIEWER INSTRUCTION: ASK 70 ONLY TO THOSE CODED 1 / 2 IN 69

71.
What is your current occupation? (Single response only)
Senior Management
(CEO / Director / GM / Senior manager) 1
Middle Management
(Manager / Asst. Manager / Executive) 2
Junior Management
(Supervisor / Project Coordinator / Coordinator)
3
Professional
(Architect / Doctor / IS Officer / Computer Analyst / Programmer / Designer)
4
Clerical
(Administrator / Customer Service Rep / Ops Assistant / Clerk) 5
Technical and Associate Professionals
( Technician / Engineer / Asst. Engineer / Draftman ) 6
Skilled Manual Workers
(Operator (factory) / Contractor / TV Cameramen / Oil Rigger) 7
Unskilled Manual Workers

(Cleaners / Labourers ) 8
Service & Sales Workers
(Air-Crew / Sales Asst. / Security Guard / Hair Stylist / Bar-tender / Dee-jay /
Waiter / Bus, Taxi driver / Tour guide / Despatch / Delivery / Hawker / Agents
)
9
Educator
(Teachers / Lecturers / Tutors) 10
Self-Employed 11
Prefer not to answer
12
72.
Which of the following ranges best represents your monthly household inc
ome? (Single response only)
Below 2,500 kes
2,501
5,000 kes
5,001 7,500 kes
7,501-10,000 kes
10,001-15,000 kes
15,001 20,000 kes
20,001- 50,000 kes
50,001-100,000 kes
101,000 kes and above
Don t Know/Refused

1
2
3
4
5
6
7
8
9
99

73.
How many of the following age groups live in your household (Including y
ourself)? And how many people of that particular age group live in your househol
d? (Single response per line)
INTERVIEWER INSTRUCTION:
- ONLY NUMERICALS FOR EACH OF THE OPTIONS. only integer allowed, no decimal poin
ts, range from 0-99
FAMILY COMPOSITION
Adults (over 18)
Children (16-18 yrs)
Children (12-15 yrs)
Children (8-11 yrs)
Children (4-7 yrs)
Children (1-3 yrs)
Babies (under 1 yr)
74.

Yes
1
1
1
1
1
1
1

No
2
2
2
2
2
2
2

No. of people

What is your current marital status? (Single response only)

Single living with parents

01
Single living with girl/boy friend
02
Single living with colleagues / classmates / friends (not girl/boyfriend)
03
Single living with siblings
04
Single living alone
05
Married/living together w/o kids
06
Married/living together with kids
07
Married w/o kids living w/ parents / in laws
08
Married with kids living w/ parents / in laws 09
Single/Divorced/Widowed with children 10
Divorced/Widowed without children
11
Divorced/Widowed with children living w/ parents / in laws
12
Divorced/Widowed without children living w/ parents / in laws 13

Others please specify: 97

75.
What is the average number of hours your home experiences a power cut in
a week? (Single response only)
76.
Average No. of Hours in a Week CODE
My home does not experience any powercuts
Less than 1 hour
2
Between 1
3 hours (3 hours included) 3
Between 3 5 hours (5 hours included) 4
Between 5 7 hours (7 hours included) 5
Between 7 9 hours (9 hours included) 6
Between 9 11 hours (11 hours included)
Between 11 13 hours (13 hours included)
More than 13 hours
9

7
8

INTERVIEWER INSTRUCTION:
DO NOT ASK 75 IF CODED 1 in 74
77.
78.
Which days of the week do you face power cuts at your house? (Multiple r
esponse possible)