In Depth Interviews

STEP 1: Understand the perception towards salty snacks, comparisons

with alternates, consumption pattern, desired attributes, brand
awareness, preferences, purchase behavior, whether the respondent is a
consumer of our brand or not.
STEP 2: Divide respondents in two segments:
Consumers of our brand.
Non consumers of our brand.
Step 3: Select 4 people randomly for each of the segments.
The interviews should last for about 20 minutes and include both direct
and indirect questions. Direct questions with intention to understand
general consumption behavior and awareness of various brands. Indirect
questions with objective to understand the underlying preferences
among the snack category and among the various brands of packaged
salty snack category. The indirect questions to be asked using triadic
sorting and situational responses.
The coverage can be split into different categories with questions covering
the following areas:
OBJECTIVE: Perception towards Packaged salty snacks Category
CATEGORY 1
Perception of packages salty snacks:

Do you prefer western snacks or traditional/bridge snacks?

Do you prefer traditional snacks more or bridge snacks more? (If the
user prefers this category and not western snacks)
Do you consume packaged salty snacks when you feel hungry?
Do you consume any drink along with the packaged salty snacks? If
yes, then what sort of drink do you consume?
Do you consume any other snacks at the same time when you
consume the packaged salty snacks?
Do you watch any sort of entertainment such as TV, shows, sports,
Cinema or others when you consume salty packaged snacks? If yes,
then which one do you watch the most while consuming such
snacks?
What do you think of packaged salty snacks, are they
healthy/unhealthy?

CATEGORY 2

Comparisons with alternatives at home. Comparisons with packaged

sweet snacks Based on triadic sorting:

What time of the day do you usually consume snacks?

What sort of snacks do you usually like: Sweet, Salty, other?
What snacks do you prefer: prepared or unprepared? If prepared,
then home prepared or prepared out of home?

CATEGORY 3
Consumption pattern:

How often do you consume the snacks in a day, in a week, in a

month?
Do you consume the whole pack at once or do you consume some
and store the rest for future consumption?
What do you consider more, the brand or the flavor?

CATEGORY 4
Desired Product Attributes:

What makes an ideal snack for you?

What do you NOT like about the snacks you use?

CATEGORY 5
Brand Awareness & Preference:

What brands do you know of in packaged salty snacks?

What brands do you prefer/consume usually?
Have you heard of Bingo?
Do you recall any flavors of Bingo? If yes, what flavor of Bingo do
you like the most?
Do you recall any Advertisement of Bingo? What did you like/did not
like about the advertisement?
When did you first try Bingo?
Why did you buy your first packet of Bingo?
Who bought the packet of Bingo when you first tried it?
What do you like about Bingo? Why?
What do you dislike about Bingo? Why?

CATEGORY 6

Purchasing Behavior:

Do you go to store only to buy a packaged salty snack?

Do you make a note of or plan about buying packaged salty snacks
before going to the store for shopping or do you go to the store and
then decide after looking through the snacks section?
If your favorite snack was not available at the store, would you
consider buying any other snack?
Do you try new flavors or brands? How often? Why do you try new
flavors or brands? How do you decide the new flavors or brands?
How many packets of salty snacks do you buy in a week?
How many packets of salty snacks do you consume in a week?
How much does your daily packaged salty snack cost on an average
if you are buying for only your consumption?
How much does your average salty packaged snack costs when you
are going out for movies/ trips or watching sports?

Focus Group Discussions

A focus group discussion to be conducted with 8-10 participants. Objective
is to gain insights about the consumers on the packaged salty snacks in
general and Bingo in particular. The coverage would be as follows:
1) Understanding the snacks category from participants perspective
with the help of questions such as:

What are the snacks items you prefer?

If given a choice between sweet or salty snacks, what will you
buy?
How often do you consume snacks and when?

2) Understanding the views of participants on packaged salty snacks.

How often do you buy packaged salty snacks?

What are the qualities you look in them?
Name some of your favorite brands in this category. How do you
differentiate between brands in this category?
What is the top of mind brand related to this category?

3) Understanding the buying behavior related to packaged salty snacks

category.

How often do you purchase these packaged salty snacks?

Where do you prefer buying the packaged salty snacks?

What are the triggers of purchase?
What do you prefer buying- the family packs or smaller packs for
individuals?
What are the occasions on which you purchase the packaged
salty snacks?
Are there any products that complement the consumption of
snacks? What do you prefer consuming along with snacks?

4) Understanding their views and insights on Bingo as a brand.

Following were the questions asked to understand this aspect:

What are your views on Bingo as a brand?

What is the first thing that you recall when you hear the word
Bingo?
When did you last consume any Bingo product?
Which is your favorite product of Bingo?
What are your views on the packaging and promotion done by
Bingo?
Are there any associations that you can make with Bingo?

5) Understanding the position of Bingo when compared to other

brands?

Please rate these brands in terms of your preference as a group

and state your reasoning behind it- Lays, Kurkure, Bingo, Uncle
Chips and Halke Phulke
What are the various packaging and promotional campaigns that
you like about your favorite brand?

6) To gain insights on the areas of improvement for the brand?

If you were to change one thing related to Bingo, what would that
be?
If you were to endorse a celebrity for Bingo, who would that be
and why?
What are the reasons or barriers that abstain you from buying
Bingo?
What do you think are some of the major reasons why Bingo is
not the first choice of customers in this category?