DI Male: Project Melton - Kanpur - DI3.mp3

Crescendo Transcriptions Pvt. Ltd.
Project Name Transcription 10
Name of the audio Project Melton_Kanpur_DI3.mp3
Date of Submission 19/3/2021
Methodology (FGD, DI, EGD, MINI DI

GROUP, ETC)
Gender Male
Duration of the audio 30 minutes 47 seconds
Transcriber done till 30 minutes 47 seconds
M: And my job is to go to different cities to meet people, and take their opinion, and
according to that launch something new in the market, that’s why we are talking with
you. Whatever we will discuss today, there is no right or wrong in that. We just want to
know your opinion. Please give your opinion freely.
R: Yes.
M: And we will be recording this, as I won’t be able to remember all of this.
R: Yes.
M: And as soon as we are done with our research, we will be deleting this. We won’t give
it to anyone.
R: Yes
M: Yes.
M: It is just for the reference.
R: Sir, I am also a supervisor at Hyundai.
M: Okay.
R: I am a supervisor for twelve to thirteen years. This thing happens with us as well. The
customer is added, their opinions are taken about new model that will launched, what features
should be included, these things happen with us as well.
M: Okay. So, tell me something about yourself. What is your name?
Page 1 of 14
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R: My name is Amit Birlani. I live in Kanpur. I am staying here and working, but I am from
Meerut. [Couldn’t Understand 01:00 – 1:07], I used to work there.
M: Now, who all are there at your home, Amit ji?
R: Now, my father is no more. It is me, my elder brother, my wife, my daughters, my mother and
my younger brother.
M: What is age?
R: I am completed thirty-five years. I have my birthday on 20th.
M: Okay. If I talk of the moment, you have this Hyundai showroom, it is open six days a
week, right?
R: Yes, one day off weekly, and today is that day.
M: Great. If I ask you normally, in a week day when you go to office…when you go to the
showroom, when do you get up, and after that, what things do you do?
R: See, I am in workshop. I am in service center. So, I wake at 8:00 in the morning, and have
office at 9:30. After getting up at 8:00, I clean myself. Since my kid’s schools are open, I drop
them and head to the office which is nearby only. It’s in Shashtrinagar.
M: Okay.
R: Then, in my office, I punch in at 9:30, then duty starts.
M: Do you read newspapers in the morning?
R: I read it at office only. I normally reach there, ten to fifteen minutes early… let me switch off
my phone.
M: Yes please, thank you.
R: So, I read the newspaper there, after that I make the reports. In the morning only, the list
comes out about which car needs servicing, which car should be delivered and so on.
Previously we used to get off at 6:00 in the evening but now, due to the lockdown, it is 7:00. So,
one hour in vain.
M: Okay. So, you said that you read the newspaper. There, you have many newspapers,
is there any specific newspaper that you read or...
R: I read Amar Ujala
M: Amar Ujala, okay. So, you are sitting in your showroom, the work is going on, the cars
are getting washed, during that time, do you ever pick up your mobile to check
something?
R: No, I don’t get the time.
M: You don’t have time.
R: I don’t the get time for mobile because as soon as the car comes, I have to attend to it, to
park it, note its time, I only use the phone when a call comes, I mean this phone. Android
phones are not allowed there.
Page 2 of 14
M: Okay, Android phones are not allowed.
R: If we stick to the phone, when we will work.
M: Okay.
R: For WhatsApp, I have another phone.
M: Okay. So, when come home, you get off at 7:00 and come home…
R: Yes, I come home at 7:00.
M: After coming home, how do you spend your time?
R: After coming home, I fresh up, turn on the television and watch it with my children, nothing
else.
M: When you watch TV with your children, what do you like to watch?
R: First, we play the videos, for ten minutes, to see what are there, and then we play something
that my children likes or we play a movie. This is how things are going.
M: Meaning anything?
R: Nothing much, the children like to watch something, I play it. So, we watch whatever my kids
like. On Saturday and Sunday, Indian Idol comes on TV, so we watch that as well.
M: So, you watch Indian Idol on Saturday and Sunday.
R: Yes.
M: When you have an off day, like today, how do you spend that day, your off day?
R: [No sound from 4:08 – 4:13] now the call came, tell them to come here on Saturday. So that’s
how I spend the whole day.
M: Okay. So, in your off day, do check your mobile?
R: Yes, I check my mobile. I use Facebook, Instagram and other things
M: Okay, you use Instagram?
R: Yes.
M: When you use Facebook, do you watch the videos that comes on it or…
R: I just upload my pictures, and see my friend’s pictures, and that’s it. I don’t watch any other
videos.
M: Okay, you don’t watch any videos.
R: The videos on Facebook are really bad. There are vulgar videos available on Facebook. Now
see, every kid has an ID on Facebook, so they can click on wrong things. It should be password
protected, so that the children couldn’t watch it.
M: Do you watch YouTube?
Page 3 of 14
R: Yes, I watch it, like if I want to get some information about the car, and what parts are
available for it, and for nothing else.
M: So, you watch informational videos. The videos that give information according to
you.
R: A few days ago, what happened was a car came, it was Creta, to the showroom. It was the
new model and got locked. So, to open it I watched the videos related to that.
M: In YouTube, there are many music channels, do you watch them?
R: If I want to hear a song or video, I search it on YouTube and hear it.
M: Which types of song do you like to hear?
R: I like Punjabi songs.
M: Punjabi songs.
R: Yes, Punjabi songs and old songs of Rajesh Khanna.
M: Okay, Rajesh Khanna’s songs.
R: Yes.
M: When you have free time, with whom you like to spend it?
R: I spend it with my family, most of the time.
M: With family, okay. So, how many times do you drink in a week?
R: In a week, whenever we get a day off, we drink. It also happens when we get off. Like on
Sunday, we have work, so in the evening, I drink with my coworkers. I drink with them once or
twice a month.
M: So, when you drink, like you drink today…
R: No, I haven’t drink today but I will be going to. It us not the time.
M: So, with which of the people…
R: At home.
M: At home, alone?
R: It is allowed in my house.
M: It is allowed.
R: My mom sits there in front of me. I mean my mother-in-law, my wife and my children, all sits
in front of me. They should all be aware of what I am doing. Because this thing is like, if I drink
more at home, then they will start shouting at me. That’s why I drink at home. Whenever I drink,
I drink at home.
M: Okay.
R: I don’t drink outside, that often. If we got out somewhere, then that is different.
Page 4 of 14
M: If you go outside, like your friends telling you to come home to drink, at that time
where do you sit?
R: We sit at model shop.
M: You sit at model shop.
R: It’s not like we go to south beach, we usually sit at model shop. All of us contribute and then
we decide what to order.
M: How do you decide what to order?
R: If we are sitting, me and four of my friends, we order whisky. Most of my friend drinks whisky.
So, we order it, and we also order something to eat. After that if someone comes, we take care
of it at that time.
M: No, I want to, suppose you like to drink one brand, your like to drink another,
someone else like to drink another brand…
R: In my friend circle, my friend drinks whatever I am drinking. All my friends are younger than
me, four of us sit, all of them are younger than me, I am older. So, whatever I say, they agree.
But sometimes when they say, we will drink beer, I also drink it with them.
M: So, that is a different criterion, to drink beer and not whisky…
R: We get off early from the office at 5:30, and then we decide to have whisky in the evening.
So, we relax and have a drink. If someone is in a hurry, they have two pegs and goes.
M: Okay. This when, your friends call you sometimes to drink, is there any more…
R: If I have to go to relatives or some wedding, then.
M: Let’s assume, that you have a wedding at your relatives. They invited you and you
went; it is not important that there…
R: The brand that I drink, I will get. Like at the landmark, there was my Aunt’s son’s birthday.
So, they were serving Teacher’s, so I didn’t drink it and I bought my own.
M: So, you don’t drink, in there…
R: I didn’t understand it. I drank it that day because of my Punjabi personality. The price of a
single bottle is 450, so from where we will drink it. So, we do it in limit. Even if we drink more, we
don’t create nuisance.
M: But you try to drink your own brand.
R: Stay with my brand, yes.
M: But you haven’t made any promise that would go to other brands…
R: Yes, will not go to other brands. So many times, it had happened, like here they is a whisky,
White and Blue, which is available only in Delhi, it is just now launched in Allahabad, we have
drink it in our friend circle. So, it’s not a big deal. When we start drinking, there was Mohgul
Monarch, which was a very old drink, we used to drink that.
M: Yes, I have heard the name.
Page 5 of 14
[No sound from 9:10 – 9:35]
M: that you buy, you buy it yourself or…
R: No, I give it to the boys, or sometimes I go by myself as well, when I am sitting at the model
shop.
M: When you sit at the model shop, you obviously give it to the boy there to bring…
R: Like today, my brother-in-law called me, and asked me to buy a bottle. So, I will buy it, that’s
not a big deal. If someone invites you for a drink, whether he is friend or brother, we drink
together.
M: Everyone knows, when you drink you drink with everyone.
R: Yes.
M: So, now, which brand do you buy mostly, how much quantity?
R: I buy half.
M: You buy half, okay.
R: If I don’t get half, I buy two quarters, so it’s not a problem, the brand is still mine.
M: So, if you don’t get half, you buy two quarter…
R: I buy two quarters, yes. And, Holi is coming, so I will buy two bottles in advance.
M: Okay. Which brand do you drink now?
R: I drink IB (Imperial Blue). Previously, IB used to be very bad. But for 10 to 11 months, I am
drinking IB only.
M: You are drinking IB.
R: When it used to cost 135 rupees, it was really bad. It used to sell a lot, and it is sometimes
said that the things that are sold a lot, gradually becomes bad. At the moment, RS is bad. I don’t
understand it.
M: RS, you don’t understand. Why you don’t understand it?
R: I have been drinking since many years. I have a habit to open the bottle of alcohol, and smell
it first, it doesn’t matter which brand it is. By smelling it, I can tell, whether there is tablet mix with
it or any kind of adulteration is there. If it is smelling, then I won’t drink it. Even if I drink it, I have
to mix it cold drink.
M: So, you are feeling this thing about RS?
R: Yes.
M: Okay. You have told that now you drink IB…
R: Yes, I drink IB now.
M: And you said that you tried the brand from Banaras, so for the last one to two year,
what are the brands that you have tried?
Page 6 of 14
R: In my friend circle, I have tried many brands. I have tried Number One. It was available at
luxury near Delhi Durbar. So, we bought half. It was okay. I have tried Blender Sprite. But at this
time, IB is the best.
M: So, when you tried it, they told you it was not available, you buy it.
R: Yes, they said it is not available, or it is available at that rate, then I said it’s fine. They asked
me to buy RS, but I didn’t want it.
M: So, when you tried it, what are the things that you like about it?
R: When you mix it with water, or soda or cold drink, by taste you can tell it is fine. Like before,
IB used to be bad, now it is good. In the things that you try, the taste would be good. I have tried
it once, not many times.
M: That is what I want to know, that you have tried it once, then you didn’t try it for the
second time…
R: Yes, I didn’t try it the second time because IB was not available there. It is available here. It
was my choice, and I even asked my friend who suggested that it was good.
M: So, you bought it, you tried it, and you went back to IB.
R: There are many alcohols, which if drink a little more, you get a massive hangover.
M: Okay.
R: And if I drink from my regular brand, then there is no hangover.
M: Okay. So, you have tried McDowell’s Number One Luxury. So, after drink it, which
taste you like the most, Luxury’s taste or IB’s taste?
R: The Number One, which used to come earlier, had a bad taste.
M: Number one, which one?
R: Number One which was available earlier, which cost 110 rupees. In the new one, the taste is
better.
M: What I want to know is that, you tried once and you liked it. Then why you went to IB
again? Why didn’t you, after trying it once, stuck with it?
R: IB is in our minds, like we have to buy it. Even the boy in my showroom knows that I drink IB,
so he buys it. It’s like when we drink beer, we used to drink Kingfisher before, but now we drink
Tuborg. If Tuborg is not available, then we drink Kingfisher. So, there is no choice. But for me,
alcohol means IB. If I get a call asking me which alcohol I drink, I always say IB. The cost of it,
310 for half a bottle, is fixed in our mind. It’s like I don’t eat fish. But if I visit somewhere, then I
eat it sometimes. It nothing like I have to eat fish only, I can eat chicken, or mutton or anything I
like.
M: I want to know, what are the things you liked about Number One Luxury?
R: Means…
M: From its packing, to drinking it, to its aftertaste, hangover whichever thing you liked
about it.
Page 7 of 14
R: Like with new alcohols, the taste feels a bit weird. But in this, the taste was good.
M: Okay.
R: If I talk about the local alcohol, it will taste really bad. But this was good.
M: Okay.
R: The bottle cap is like one which opens easily. Previously, it was of different type, the cap
used to open from the top. So, the packing is quite good.
M: Okay. So, does the cap makes any difference?
R: Of course, it does. One time, I have heard from one of my friends, who works at a brewery,
that someone opened the seal of bottle cap, tamper with it, and again put the cap back on the
bottle. So yes, it makes a difference. The cap which opens from top is more harmful for the
bottle.
M: So, the cap that is on now…
R: Yes, it is fine. The cap is just to be broken from the top, so it is beneficial.
M: So, you said the taste is…
R: The taste is okay.
M: You found the taste good.
R: Taste is fine.
M: Coffee?
R: No, thanks.
M: You liked the taste. After that, any burning feeling, any bitterness…
R: No, nothing like that. There was no smell as well.
M: Okay, so has too much smell…
R: Like in beer, the smell spreads. It was nothing like that.
M: You didn’t find it smelly.
R: Yes.
M: Okay.
R: There are many alcohols that smells, which I didn’t found in this.
M: Okay. In the morning does you head hurts or do you have hangovers?
R: No, nothing like that.
M: Okay. Anything that you didn’t like about Luxury?
R: No, I didn’t find anything. I have tried it once, but I did not find anything like that. If I have then
I would tell that I didn’t understand it.
Page 8 of 14
M: Now the brand you are drinking, IB, what are the things that you like in that?
R: The good thing about IB is that it is available very easily.
M: Does this have a benefit?
R: I drink that brand regularly. If it is not available, then I would have to think which brand is
there to drink and all. If the thing is available easily, then it is beneficial.
M: It is available easily, that’s why you liked it.
R: Yes.
M: And what more do you like about it?
R: The rate of this is fine.
M: Rate wise, it is fine.
R: Like, this also has the same rate. So, rate wise, this is fine.
M: And what more do you like about IB?
R: Taste wise, it is good.
M: Taste is good.
R: Yes. It doesn’t give hangovers. Previously, it used to give hangovers, it used to smell a lot.
But now, for sometime, it has become good. I have many friends who drink IB.
M: You said Luxury too, don’t give hangovers.
R: Yes, it doesn’t give hangovers.
M: Okay. Anything more you like about IB?
R: I enjoy drinking it.
M: You have tried the other brand of McDowell’s?
R: Yes, i have tried it.
M: When did you tried it?
R: I have tried it a long time ago.
M: What happened…
R: When we started in the beginning, Mohgul Monarch was not available any more. Then we
switch to Number One, we drink it for many years. After that IB came, so we tried it. Then Green
Label came, so we tried that as well.
M: So, from Number One…
R: I left Number One because if something is selling more, then there is adulteration in it.
M: Where is the adulteration?
Page 9 of 14
R: IB is not everyone’s first choice. Most goes for RS, or Blender, and there is some new
product called Steel or something which is the same category. But IB, the new one which is
coming is good.
M: Anything that you don’t like in Imperial Blue?
R: The packing of it is very simple. The bottle can fit in other packaging like Blender etc. It is like
the one that is round, comes in blue colour… Antiquity…
M: Yes.
R: Antiquity Blue, the changes in it should be like that, then it would be better. The bottle of
Antiquity Blue, both the quarter and half one, people use it at home and even plant money plant
in them.
M: Really?
R: Yes.
M: Okay.
R: The packing also matters.
M: Do you remember any ad for IB?
R: Yes, sometimes it comes.
M: What comes?
R: The….
M: Where have you seen it, on TV?
R: Yes, on TV.
M: On mobile?
R: No, not on mobile. Only on TV, it comes up now and then.
M: What have you seen in that?
R: One person is helping a woman to cross the road. Then a girl passes by and he leaves the
woman and go for the girl, that was the ad for Imperial Blue.
M: Okay. Did you like the ad?
R: It is good. The alcohol attracts you toward it. If a bottle is lying there, you will open it up and
start drinking.
M: Okay. There is something like perfect drink. So, according to you what us a perfect
drink? What are the things that should be in it, that will make you say that this is the
perfect drink for me?
R: First, it shouldn’t smell a lot.
M: There shouldn’t be too much smell.
Page 10 of 14
R: Too much smell shouldn’t be there. The original smell of the alcohol, you can recognise it
easily.
M: Okay, and…
R: The whisky has different smell, the scotch has different smell, and the Blackdog has different
smell.
M: Okay.
R: I have tried Blackdog also, but I didn’t understand it, and it is very costly. We should drink
something that we totally understand. That’s why I have only one brand which I understand.
M: Okay. So, there should be no smell according to you.
R: The smell will be there, like when you open the bottle, there is a certain strong smell of the
alcohol. So, that shouldn’t be there. The main thing is that, there should not be any adulteration.
M: What more, do you think, should be there in a perfect drink?
R: The packing should be good.
M: Packing should be good.
R: It should be available everywhere.
M: Everywhere, it should be available, okay.
R: If it is an English brand, then it is not like it should be found in an English brewery. It should
be available everywhere. And it should be okay rate wise, like it should cost 150 only.
M: Okay. Does taste matters?
R: Yes, it definitely matters.
M: It matters, okay. Does it ever happened, suppose you went to buy a brand, let’s say X
brand, and there you see a Y brand which has offers on it, did it ever happen that you
bought the brand that has offers?
R: When I went for a wedding, there I asked for IB, they offered me Steel which was coming
with a free keyring. I said leave it. They were also giving certain other things, but I was not
interested in it. Just give me IB only. The thing a man drinks is enough; he doesn’t require the
gifts. And if I take laxative instead of alcohol, just to get the keyring, then what will I do with it. It
will be wasted.
M: Okay. Do the offers and all matters to you?
R: For me, the offers does not matter. I don’t understand it.
M: Okay, you don’t understand it.
R: I have sat in model shop many times. During winter, IB’s Rum was launched. We used to
drink it. We have tried Captain Morgan as well, during winter sometimes. So, they were like, IB
has launched a Rum, please try it, I will be like you try it, I am fine. I don’t enjoy it. You cone to
know that you drank 1 peg but couldn’t feel anything, then what’s the point.
Page 11 of 14
M: Okay.
R: The offers should be in clothes, or on mobiles. There shouldn’t be any offers on alcohol.
[No audio from 24:07 – 24:17]
M: Do you remember any ad about Number One?
R: The ad for soda, whisky ad I saw but it was a long time ago. At the moment I didn’t see any.
M: Do you remember any ad for soda?
R: The ad used to come, the one with Ajay Devgan. I have watched it.
M: Have you seen any ad recently?
R: I haven’t noticed anything recently.
[No conversation from 24:41 – 25:00]
[Ad, for McDowell’s Number One soda, plays from 25:01 – 25:31]
M: Have you seen this ad?
R: No, I am seeing it for the first time.
M: First time, you are seeing this, okay.
R: I have seen this ad during the IPL.
M: Okay.
M: So, you haven’t seen it as well?
R: No.
M: Okay. Let’s see the last one.
M: Have you seen this ad?
R: No, I haven’t seen it.
M: Okay.
R: It happens, when during movies the ad comes, we change the channel. We don’t notice the
ads that much.
M: Have you seen it during the IPL?
Page 12 of 14
R: I was more interested in the matches during the IPL. Like, seeing there he is glued to his
phone…
[No Audio from 27:23 – 27:29]
R: I am not enjoying it. So, I that case, the taste was good.
[No Audio from 27:34 – 27:38]
R: If Number One is not there, then they have to lower their rates by 10 or 20 rupees.
M: They have to reduce by 10 to 20 rupees.
R: Yes, then like I drink IB, there must be other people who would want to try it then. So, the
rate also matters. Just like before, Greenlabel used to come, it was cheaper than IB and cost
110 rupees. Then we used to drink Greenlabel. So, the rate also matters.
M: Any thing else that you want to change or only the price factor?
R: One thing in this is that the packaging is still old. The shape of the bottle is same as the older
one. The shape of the bottle should change.
M: Okay.
R: It should be round or any other shape, the same packaging is going on.
M: Okay. Some…
R: The bottles are same; the shapes are same as it was before. There should be a change in
colour as well.
M: Okay. When you see that the bottle is same, do you get that old feeling…
R: I get that old feeling too see it, because I used to drink it from the beginning.
M: Which is the best brand that you have tried in your life?
R: The best, that I feel I tried, is 100 Piper.
M: Why, what are the things you like about it?
R: It doesn’t give you hangovers. Like scotch gives you a massive hangover. My brother, who is
Den. So, in his bar there are matches going on, I used to call him and drink with him. I won’t
drink it at my expense.
M: Okay. What are the things you liked… like you said you have tried Blackdog, and you
have tried 100 Pipers, but you like 100 Pipers more?
R: Yes, I like it more than Teacher’s, Greenlabel and others, because the shape its bottle is
nice.
M: Okay, the bottle shape is nice.
R: Its packaging, whether you buy a quarter or half or the whole bottle, all of them have the
same packaging.
M: Okay.
Page 13 of 14
R: Sone have thin bottle, some have round bottle, but the thing is that the packaging of it is
done well and the taste is also good.
M: The taste is also good, okay. Anything more that you like about 100 Pipers, that is not
available in other brands?
R: It is cheaper than Blackdog and Teacher’s.
M: Cheaper than Blackdog and Teacher’s.
R: And it is a very good alcohol.
M: Okay. Thank you so much for giving your time
R: Thank you.
[Moderators discussing among themselves from 30:22 – 30:47]
Page 14 of 14

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Project Name Transcription 10

Name of the audio Project Melton_Kanpur_DI3.mp3

Date of Submission 19/3/2021

Methodology (FGD, DI, EGD, MINI DI

Duration of the audio 30 minutes 47 seconds

Transcriber done till 30 minutes 47 seconds

M: And we will be recording this, as I won’t be able to remember all of this.

M: It is just for the reference.

R: Sir, I am also a supervisor at Hyundai.

M: Okay. So, tell me something about yourself. What is your name?

M: Now, who all are there at your home, Amit ji?

R: I am completed thirty-five years. I have my birthday on 20th.

R: Yes, one day off weekly, and today is that day.

R: Then, in my office, I punch in at 9:30, then duty starts.

M: Do you read newspapers in the morning?

M: Yes please, thank you.

R: I read Amar Ujala

R: No, I don’t get the time.

M: You don’t have time.

R: If we stick to the phone, when we will work.

R: For WhatsApp, I have another phone.

R: Yes, I come home at 7:00.

M: After coming home, how do you spend your time?

M: So, you watch Indian Idol on Saturday and Sunday.

M: Okay. So, in your off day, do check your mobile?

R: Yes, I check my mobile. I use Facebook, Instagram and other things

M: Okay, you use Instagram?

M: Okay, you don’t watch any videos.

M: Do you watch YouTube?

M: In YouTube, there are many music channels, do you watch them?

R: If I want to hear a song or video, I search it on YouTube and hear it.

M: Which types of song do you like to hear?

R: I like Punjabi songs.

R: Yes, Punjabi songs and old songs of Rajesh Khanna.

M: Okay, Rajesh Khanna’s songs.

R: I spend it with my family, most of the time.

M: So, when you drink, like you drink today…

M: So, with which of the people…

R: We sit at model shop.

M: You sit at model shop.

M: How do you decide what to order?

M: So, that is a different criterion, to drink beer and not whisky…

R: If I have to go to relatives or some wedding, then.

M: So, you don’t drink, in there…

M: But you try to drink your own brand.

R: Stay with my brand, yes.

M: Yes, I have heard the name.

M: that you buy, you buy it yourself or…

M: Everyone knows, when you drink you drink with everyone.

M: You buy half, okay.

M: So, if you don’t get half, you buy two quarter…

M: Okay. Which brand do you drink now?

M: You are drinking IB.

M: RS, you don’t understand. Why you don’t understand it?

M: So, you are feeling this thing about RS?

M: Okay. You have told that now you drink IB…

R: Yes, I drink IB now.

R: And if I drink from my regular brand, then there is no hangover.

M: Number one, which one?

M: Okay. So, does the cap makes any difference?

M: So, the cap that is on now…

M: So, you said the taste is…