CAPI

Questionnaire

Name of survey
BRAND HEALTH DIPSTICK RESEARCH

Client name
SOMANY

Author(s)
Ajay Gulwani (IMDLR)

This questionnaire was written according to Kantar quality procedures

checked by

Survey:
Version: 2
Global Practice: ...

© Kantar 22-3-2021
Repeating study (if this
survey has been previously
conducted)

Name of survey

Language English (India)

Survey length (minutes) 30

Version 2

Author(s) Ajay Gulwani

Contact

Panel

Sample size Gross:

Net:

Sample description

Quota

If several markets: indicate

the markets

If several targets

Check-in site http://www.kantar.com

Comments
 Q041 - Center: Center Single coded
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Center
Normal
1 Delhi NCR
2 Lucknow
3 Ghaziabad
4 Ludhiana
5 Dehradun
6 Jaipur
7 Kolkata
8 Ahmedabad
9 Pune
10 Bangalore
11 Chennai
12 Hyderabad
13 Cochin

Q001 - Intro: Introduction Text

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Hello. My name is ………………………………….. and I am from Kantar, a leading market research company. From
time to time we conduct surveys on various products, services and issues of interest. Currently, we are
conducting a study on house interiors / renovation / ceramics items i.e., styles, designs and materials. Can
you please spare some time to answer our questions? Thank you.

Before starting this interview, I wish to confirm that this interview complies with the Market Research Society
of India (MRSI) and International code of ethics for market research. Please be assured that all information
given by you will be kept strictly confidential and not revealed to our client with your name/contact details
without your prior permission. The response collected will be added together with the responses of others
before presenting the findings. Under no circumstance will this information be used for sales or any
commercial purpose.

Do you have any queries before I start the interview? For further clarification, you may also contact my senior
at IMRB International at any point during this interview.

Q003 - Q2: Recent Market Research Participation Single coded

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Could you please tell me whether you have taken part in any market research survey, such as focus group
discussions, personal interviews, telephone interviews etc. in the past 6 months?
Normal
1 Yes è GO TO SCREEN OUT
2 No

Q003 - VBC: Could you please tell me which all product do you Single coded
stock?
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Normal
1 Ceramic Tiles è GO TO SCREEN OUT IF NOT CODED
2 Bathroom Fittings
3 Paint and Enamels
4 Hardware Products
5 Electricals
6 Other (Please specify)_________________

Q003 - VBC: Store Size and Number of Employees Single coded

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 Store Size
Normal
1 Small store (0-5 employees)
2 Medium store (5-10 employees)
3 Large store (15+ employees)

Q006 - VBH: Seller role Single coded

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Please tell me are you the owner, partner, manager or a worker in this store?
Normal
1 Owner
2 Partner
3 Manager
4 Worker  GO TO SCREEN OUT

Q012 - Q6b: DECISION MAKER Multi coded

Please tell me what is your role in the decision making of the day to day running of the shop?

1 I am the sole decision maker stocking brands / products

2 I have a major role in the final decision of stocking
brands / products
3 I play a small/minor role in the final decision making è GO TO SCREEN OUT
4 I have no role in final decision making è GO TO SCREEN OUT

Q011 - VBL: Overall Sales Matrix

Not back | Number of rows: 8 | Number of columns: 2
Please look at this screen and tell me the average range that defines your overall sales -
A. For Weekday
B. For Weekend
Show screen
Rows: Normal | Columns: Normal
Rendered as Dynamic Grid
Weekday sales Weekend sales
1 2
Less than INR 10,000 per day 1  
INR 10,001 - INR 20,000 per day 2  
INR 20,001 - INR 30,000 per day 3  
INR 30,001 - INR 50,000 per day 4  
INR 50,001 - INR 1,00,000 per day 5  
INR 1,00,000 - INR 2,50,000 per day 6  
More than INR 2,50,000 per day 7  
I don't open store on Weekends 8  

Q013 - Instruction: Instruction Text

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Now thinking about the different types of Tiles and their brands, please answer the following questions.

Q014 - Q7a: TOM Open

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Thinking of Tiles as a category, which brand first comes to your mind?

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 Q015 - Q7b: SPONT Open
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What other brands of Tiles have you heard of?

Q016 - Q8: Awareness Multi coded

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Please take a look at this card and tell me which of these Tile brands are you aware of? CLIENT TO CONFIRM
BRANDS
Random
1 Kajaria
2 Somany
3 HR Johnson
4 RAK
5 Asian Granito Ltd
6 Orient Tiles
7 Nitco
7 Simpolo
996 Other (specify): *Open *Fixed

Q017 - Q8a: Ever Stocked Multi coded

Not back | Min = 1
Please tell us among these tiles brands, which of these brands have you ever stocked in your store?
Random
1 Kajaria
2 Somany
3 HR Johnson
4 Nitco
5 Asian Granito Ltd
6 Orient Tiles
7 Simpolo
8 RAK
996 Other (specify): *Open *Fixed
999 Don't know *Fixed *Exclusive

Q018 - Q8b: Current Stock Multi coded

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Please tell us among these tiles brands, which of these brands you have currently stocked in your store?
Random
1 Kajaria
2 Somany
3 HR Johnson
4 Nitco
5 Asian Granito Ltd
6 Orient Tiles
7 Simpolo
8 RAK
996 Other (specify): *Open *Fixed
999 Don't know *Fixed *Exclusive
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 ASK TO ALL:
Q019 - Q11: Future Stocking Matrix
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Please look at the card and tell me how likely are you to consider stocking _____in future on your next
purchase? SINGLE CODING ONLY FOR EACH BRAND.
NOTE - ‘IT IS THE ONLY BRAND I WOULD STOCK’, I.E. CODE ‘4’ SHOULD BE CODED FOR NOT MORE THAN 1
BRAND
READ OUT BRANDS ONE BY ONE
BRANDS OF ALL AWARE LEVEL TO BE SHOWN (Q7a+7b+8)
LOGO OF THE BRANDS TO BE SHOWN TO RESPONDENTS
Rows: Normal | Columns: Normal
Rendered as Dynamic Grid
Kajari Soman HR Nitco Asian Orient Simpol RAK
a y Johnso Granit Tiles o
n o Ltd
It is the only brand I will stock m m m m m m m m
It is one of several brands I will m m m m m m m m
stock
It is a brand I might stock m m m m m m m m
It is a brand I will not consider m m m m m m m m
at all

ASK TO ALL:
Q020 - Q11: Future Recommendation to Consumers Matrix
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Please look at the card and tell me how likely are you to recommend _____in future to your consumers?
SINGLE CODING ONLY FOR EACH BRAND.
NOTE - ‘IT IS THE ONLY BRAND I WOULD STOCK’, I.E. CODE ‘4’ SHOULD BE CODED FOR NOT MORE THAN 1
BRAND
READ OUT BRANDS ONE BY ONE
BRANDS OF ALL AWARE LEVEL TO BE SHOWN (Q7a+7b+8)
LOGO OF THE BRANDS TO BE SHOWN TO RESPONDENTS
Rows: Normal | Columns: Normal
Rendered as Dynamic Grid
Kajaria Soman HR Nitco Asian Orient Simpol RAK
y Johnso Granit Tiles o
n o Ltd
It is the only brand I will m m m m m m m m
recommend
It is one of several brands I will m m m m m m m m
recommend
It is a brand I might recommend m m m m m m m m
It is a brand I will not m m m m m m m m
recommend at all

Q021 - Q12: Brand Imagery Matrix

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Now, I am going to read out a few statements regarding people’s perceptions towards various ceramic
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 tiles/tiles brands. As I read out each statement, please tell me which all brands do you associate that
particular statement with. You may choose one, two, three or even all the brands or none of the brands.

It doesn’t matter if you’ve never consumed that brand before as it is only your impressions, we are interested
in
INTERVIEWER TO READ OUT ALL THE BRANDS RESPONDENT IS AWARE OF AFTER EVERY 2-3
STATEMENTS
BRANDS OF ALL AWARE LEVEL TO BE SHOWN (Q7a+7b+8)
INTERVIEWER TO REPEAT NAMES OF ALL THE BRANDS AWARE
Rows: Random | Columns: Normal
Rendered as Dynamic Grid
Kajaria Somany HR Nitco Asian Orient Simpolo RAK Non
Johnson Granito Tiles e
Ltd
Has great m m m m m m m m m
strength
Have variety of m m m m m m m m m
products
Highly m m m m m m m m m
recommended
brand
Have a great m m m m m m m m m
colors/designs
Are modern and m m m m m m m m m
trendy
Are suitable with m m m m m m m m m
the entire home &
furnishings
Are worth paying m m m m m m m m m
more for
Have m m m m m m m m m
shapes/patterns
you like
Brand I trust the m m m m m m m m m
most
As a celebrity m m m m m m m m m
whom I like
Youthful Brand m m m m m m m m m
Playful & Vibrant m m m m m m m m m
Brand which suits m m m m m m m m m
my lifestyle
IMAGERY PARAMETERS TO BE CONFIRMED BY CLIENT (8-10 STATEMENTS RECOMMENDED)

Q022 - Q13: Sources of awareness Matrix

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From which of these places/ people have you seen, heard or read anything about …… (BRAND) recently?
PROMPT: Where else?
BRANDS OF ALL AWARE LEVEL TO BE SHOWN (Q7a+7b+8)
Rows: Random | Columns: Normal
Rendered as Dynamic Grid
Kajaria Somany HR Johnson Nitco
Newspapers m m m m
Television m m m m
Hoardings m m m m
Heard from various distributors m m m m

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 Got a promotional sample from distributor m m m m
Saw in a shop / retail store m m m m
Radio m m m m
Influencers on Social Media (Yotube, m m m m
Instagram etc.)
Heard from Other Retailers around my m m m m
area
Theatres / cineplexes / cinema-halls / m m m m
malls
Heard from Friends/relatives m m m m
Saw an Ad online on Youtube etc. m m m m
Online on social media sites like m m m m
Instagram/facebook/ twitter etc.
Others, please specify__________ m m m m

B003 - Campaign_Evaluation: Campaign Evaluation Begin block

B003 - Campaign_Evaluation: Campaign Evaluation End block

SCRIPTER INSTRUCTION: 5 Print/Video Campaigns TO BE SHOWN TO EACH RESPONDENT. REPEAT THE Te

LOOP FOR ADS ONE BY ONE. However detail communication to be done for 2 Ads xt
Q023 - Instruction_3
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INTERVIEWER TO SAY: Now I would like to show you TV advertisement and ask your opinion on the same

Q024 - Q14: Ad seen Single coded

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Please tell me whether you have seen this advertisement?
Normal
1 Yes
2 No

Q024.1 - Q14b: Ad source Multi Coded

What are the sources where you have seen _______________advertisement? –
CAPTURE spontaneously mentioned source of Ad recall?

1 TV
2 Internet and Digital Advertising (like Facebook, Twitter)
3 Out of Home (Billboard/Hoardings/
4 Print Media (Magazines/Newspaper)
5 Airports
6 Cinema Hall
7 Don’t remember
8 Others, please specify_________

AD RELATED QUESTIONS Q028 TO Q034 TO BE ASKED TO THOSE WHO SEEN THE AD I.E., CODED 1 IN
Q014
Q025 - Q14a: Brand recall Single coded
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You said that you have seen this advertisement. Could you please tell me which brand is this ad for?
Normal

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 1 Kajaria
2 Somany
3 Johnson
4 Hindware
5 Asian Granito Ltd
6 RAK
7 Simpolo
8 Orient Tiles
9 CERA
10 Nitco
11 Swastik
12 Varmora
999 Don't know *Fixed *Exclusive

Q026 - Q14b: Ad message Open

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Please tell me what message / messages were conveyed to you through this advertisement? (Interviewer to
probe on the ad elements which stood out in the ad like red color or brand ambassador etc)

Q027 - Q14c: Ad Enjoyability Single coded

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How much would you enjoy watching this ad each time you see it?
Normal
1 A lot
2 Quite
3 Wouldn’t mind
4 Not much
5 Not at all

Q028 - Q14d: Ad Relevance Single coded

1 Very relevant
2 Quite relevant
3 Not very relevant
4 Not at all relevant

TO BE ASKED IF EVER STOCKED THE BRAND

Q029 - Q14e: PERSUASION - STOCKED Single coded
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After watching this Ad, I am ….
Normal
1 Strongly encouraged to continue choosing this brand over other brands
2 Encouraged to continue choosing this brand over other brands in the category
3 Makes no difference
4 Less likely to choose this brand over other brands

TO BE ASKED IF NEVER STOCKED THE BRAND

Q030 - Q14e: PERSUASION - NOT STOCKED Single coded

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After watching this Ad, I am ….
Normal
1 Very likely to stock the advertised product
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 2 Likely to stock the advertised product
3 Makes no difference
4 Less likely to choose the advertised product

Q031 - Q14f: Action Orientation Single coded

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After having seen the advertisement my next step would be to…
Normal
1 Do Nothing
2 Speak to friends and family about it
3 Find out more about the brand from website/ blogs / forums
4 Go to distributor and check out the brand
5 Purchase the brand

ASK ALL

Q032 -: Celebrity Recognition Single coded

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Do you recognize the CELEBRITY/PERSONALITY/CHARACTER in the Somany advertisement?
Normal
1 Yes
2 No

Q033 -: Celebrity Suitability Single coded

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The CELEBRITY in the ad was Salman Khan. How suitable do you think Salman Khan is for advertising
Somany Ceramics?
Normal
1 Very Suitable
2 Quite suitable
3 Not very suitable
4 Not at all suitable

Q034 -: Celebrity Image Single coded

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How strongly do you agree or disagree that, in this ad, Salman Khan is….?
Normal

Agree Agree slightly Neither agree Disagree Disagree

strongly nor disagree slightly strongly
Strong m m m m m
Confident m m m m m
Convincing m m m m m
Likeable m m m m m
Appealing m m m m m
Credible m m m m m
Inspiring m m m m m
Attractive m m m m m
Humble m m m m m

Q035 : Hindi Logo Diagnostics Single coded

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Now I am going to show you the Hindi logo of the brand Somany. Please look at the brand logo and let me

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 know how would you rate this logo on the 5 point scale for Likeability
Normal
1 Liked very much
2 Liked somewhat
3 Neither Liked nor Disliked
4 Disliked somewhat
5 Disliked very much

Q036 -: Brand Logo Fit Single coded

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What do you think – how well this logo connects with the brand Somany?
Normal
1 Very well connects
2 Well connects
3 Somewhat connects
4 Not at all connects

Q37 - VDY: Tiles Brand Purchase Decision - Influencers

a. Which of these below sources influence your decision when it comes to stocking a tiles brand? By source of
Influence we mean what has helped you most in your decision-making process. In fact you might have referred to
these sources before stocking your current brand. MULTICODE POSSIBLE

b. who influences the most/influenced your current decision? SINGLE CODE

1 Though have not referred sources during my current stocking, however would refer sources coded
now *SHOULD ALLOW TO SELECT OTHER OPTION IF RESPONDENT CODING OPTION 1
2 Wholesalers
3 Architect
4 Contractor/Mason
5 Customers
6 Friends / Colleagues
7 Distributors visiting the store
8 Company personnel visiting the store
9 Company Brochures
10 Social Media / Blogs Reviews
11 TV Advertisements
12 Brand Ambassador for the brand
13 Advertisements on digital platform such as social media
14 Radio
15 News paper
16 POSM
17 Nearby Wholesaler
18 None of these
19 Others (Specify…..)

Q38 - VDY: Tiles Brand Purchase - Motivations Multi coded

If you have to switch your current stocked brand with some other brand.
Which of the following reasons will motivate you to switch your current brands:

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 1 Get offers/discounts from distributors/wholesaler
2 Brand provides higher margin
3 Cheaper than other brands
4 Supply is more regular
5 Get credit from distributor / wholesaler
6 Enough quantity available with distributor / wholesaler
7 Distributors / wholesaler comes to the shop to deliver stock
8 Distributors / wholesaler provide gifts
9 Good sales support
10 Good quality brand
11 Get free samples of the brand
12 Consumers asks for the brand
13 Popular brand
15 Others (Specify….)

Q39 - VDY: Tiles Brand Purchase - Motivations Single coded

Out of the below reasons, what is the key reason that motivate you to switch your current brands:

1 Get offers/discounts from distributors/wholesaler

2 Brand provides higher margin
3 Cheaper than other brands
4 Supply is more regular
5 Get credit from distributor / wholesaler
6 Enough quantity available with distributor / wholesaler
7 Distributors / wholesaler comes to the shop to deliver stock
8 Distributors / wholesaler provide gifts
9 Good sales support
10 Good quality brand
11 Get free samples of the brand
12 Consumers asks for the brand
13 Popular brand
15 Others (Specify….)

ASK Q 40, 41 AND 42 TO THOSE NOT CODED SOMANY IN EVER STOCK AND AWARE OF THE BRAND
Q40 - L1: Reasons for not stocking SOMANY OE Open
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You said that you have not stocked Somany Tiles. Please tell me why did you not stock the brand till now?

Q41 - L2: Reasons for not stocking SOMANY CE Multi coded

Not back | Min = 1
Please look at this card. These are a few of the reasons which people like you have mentioned for not
stocking Somany Tiles. Can you please tell us which of the following reasons apply to you?
Random

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 1 Wholesalers didn’t offer good commission/margin to me
2 Discounts offered with the brand are not good
3 Client does not want to use the brand
4 Never received request for this brand
5 It is not cheaper than other brands
6 Supply is not regular
7 Wholesaler does not provide credit
8 Sales support is not good
9 Does not get free sample for the brand
10 It does not have more variety, in terms of pattern/design
11 Brand is not very popular in the market
12 Consumers/Buyers don’t ask/buy this brand
996 Other (specify): *Open *Fixed
998 None of the above *Fixed *Exclusive

Q42 - L3: One reason for not using Single coded

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And which is the most important reason?
Normal
1 Wholesalers didn’t offer good commission/margin to me
2 Discounts offered with the brand are not good
3 Client does not want to use the brand
4 Never received request for this brand
5 It is not cheaper than other brands
6 Supply is not regular
7 Wholesaler does not provide credit
8 Sales support is not good
9 Does not get free sample for the brand
10 It does not have more variety, in terms of pattern/design
11 Brand is not very popular in the market
12 Consumers/Buyers don’t ask/buy this brand

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