RESEARCH QUESTION/PROBLEM

To understand consumers’ reasons for and reasons against the purchase and consumption of
health drinks

Data collection

Depth interviews ( telephonic interview)

Sample size: 45

20 (rural consumers) and 20 ( urban users)

Sample consists of users (20= 10 rural+10 urban), non users (20= 10 rural+10 urban) and
sales executives/retailers (5, one each for Amul Pro, Complan, Horlicks, Boost, Milo )
promoting the sales of malted-health drinks

First explain our definition of malt-based health drinks to the study participants

“ By risk, we mean both the chance of a certain event occurring and also the negative
consequences associated with it if it did occur”

You will ask questions on their reasons for and reasons against the consumption of malt-
based health drinks. A questionnaire is shared with you. Use the questionnaire to ask
questions.

After they state the reasons for and reasons against, explore what makes the reason for or the
reason against important in taking the decision to consume malt-based health drinks. After
they enlist the reasons for (reasons against) ask them, “why do they think the reason is
important?”. Repeat the question for each of the reasons identified.

Then analyse the transcripts and summaries of interviews. Prepare the summary of the
findings of the interviews and transcripts of the interviews along with tape recording of the
interview.

Analyse the contents.

From the analysis find out

The individual who had consumed/purchased malt-based health drink or claimed that malt-
based health drink should be consumed stated reasons for consuming malt-based health drink
are ............... and reasons against consuming malt-based health drink are…….

On the other hand the non-users or one time users who have stopped purchasing or
consuming malt-based health drinks believed that reasons for consuming malt-based health
drink are ............... and reasons against consuming malt-based health drink are…….