Questionnaire – Understanding consumer purchase journey for Vacuum

Cleaners in KSA

Client Leading vacuum cleaner brand

Date 17th July 2021
Markets/Languages KSA / Arabic & English
Total sample N=200 per market
Gender –
80% females, 20% males
Age –
25 – 40 years – 70%, 40 – 60 years - 30%
Income Groups –
SEC AB
Nationality –
Sample Criteria Saudi Nationals, upto 25% Expat Arabs
City –
Riyadh – 50%, Jeddah – 50%
Category buyers – P6M Buyers of Vacuum Cleaners
Brand buyers –
50% Client brand buyers, 50% Other brand buyers
Length of Interview (LOI) = 20 minutes
Device = Laptop/ Desktop / Mobile / Tablet

Text in Green – Routing, Quotas, Hidden Variables to be created

Text in Red – Screenout Conditions

SCREENING SECTION
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Welcome to our survey!

In this survey, we are interested in your opinion and will ask some questions about your background. Results from
this study will be used for market research purposes only. Personal data is processed anonymously and will only
be shared with others when you give your explicit permission. The research is performed by independent market
research company, GfK Collected information will be stored for the duration of this research and deleted after
completion of the research.

By clicking on the continue button, you confirm your acceptance.

Thank you for participating!

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8000. What is your gender? Radio/ Single select

 Male
 Female
Quotas –
 A1/ Males - 30%
 A2 / Females – 70%

8001. What is your age? Radio/ Single select

 Younger than 25 years old (Screenout)

 25 years old
…
 60 years old
 61 years or older (Screenout)

AGE GROUPS HIDDEN VARIABLE / QUOTAS

 25 – 40 years – 70%
 40 – 60 years - 30%

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8002. What is your nationality? Randomize ; Radio/ Single select

 Saudi National
 Expat Arab (Max 25%)
 Expat Asian (Screenout)
 Westerner (Screenout)
 Other (please specify) __________________ Exclusive, do not randomise

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80021. Where do you reside? Randomize ; Radio/ Single select

 Riyadh
 Jeddah
 Dammam (Screenout)
 Other (please specify) __________________ Exclusive, do not randomise (Screenout)

Quotas –
 A1/ Riyadh - 50%
 A2 / Jeddah – 50%

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8003. Which, if any, of the following home appliances have you purchased in the last 6 months? Please select
all that apply. Randomize ; Checkbox/ Multi select

 Vacuum Cleaner Recode as VC Buyers

 Refrigerator
 Air purifier
 Air conditoner
 Washing Machine
 Television
 Dishwasher
 None of the above Exclusive, do not randomise

SCREENOUT IF A1 NOT SELECTED

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8005. What brand of vacuum cleaner did you purchase? Randomize ; Radio/ Single select

 Client Brand / Recode as CB Buyers

 Hitachi
 Dyson
 Philips
 Xiaomi
 Electrolux
 Samsung
 Black & Decker
 Saachi
 Krypton
 Sonashi
 Other (please specify) __________________ Exclusive, do not randomise

Brand Buyers HIDDEN VARIABLE / QUOTAS

 8005 = A1, Recode as CB Buyers, 50%
 8005 NOT A1, Recode as Other brand buyers, 50%

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Thank you! You belong to our target group and will automatically be redirected to the main survey.

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EVALUATING PRODUCT USAGE

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80071. On this page and the following pages we would like to ask you some more questions about the vacuum
cleaner that you recently purchased.
Which type of Vacuum Cleaner did you purchase? Randomize ; Radio/ Image Picker – Single select

 Cannister Vacuum

 Deep Cleaner or Carpet Cleaner / Upright Vacuum

 Hand-held vacuum cleaner

 Stick vacuum

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 Robotic vacuum

 Others, please specify _________________________________

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8008. What was the function/ role for which you purchased vacuum cleaner? Randomize ; Radio/ Single select

 Is the first vacuum cleaner I ever bought

 Is a replacement for the current vacuum cleaner
 Is purchased in addition to the other vacuum cleaners
 I bought it as a gift for somebody else
 Others, please specify _________________________________ (Exclusive, Do not randomise)

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ROUTING = IF 8008 = A2 or A3

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8009. Which brands of vacuum cleaners have you used previously/ use in addition to new vaccum cleaner?
Randomize ; Checkbox/ Multi select

 Client Brand
 Hitachi
 Dyson
 Philips
 Xiaomi
 Electrolux
 Samsung
 Black & Decker
 Saachi
 Krypton
 Sonashi
 Other (please specify) __________________Do not randomise

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8010. What was the main reason/occasion for you to start thinking about a new vacuum cleaner? Open-end
answer

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PAGE

8011. You indicated that the main reason/ocassion to purchase a new vacuum cleaner was PIPE IN ANSWER
FROM 8010.
To which of the following categories does your answer fit best? Please select all that apply.
Randomize ; Checkbox/ Multi select

 Would help me clean faster

 Would help me clean better
 Looking for a more convenient way to clean
 Would be an energy efficient way to clean
 Would remove harmful germs and disinfect / Control allergens
 Were looking for an environment-friendly product
 Would help me remove pet hair
 I wanted to have the latest technology
 I came across an attractive deal
SHOW ONLY IF 8008 = A2 / A3
 Other vacuum cleaner has undergone usual wear and tear/ some parts were not working
 Other vacuum cleaner stopped working completely
 Other vacuum cleaner did not meet your cleaning needs
 The quality of the other vacuum cleaner was poor/ diminshed
 Other vacuum cleaner was noisy
 Other vacuum cleaner was huge
 I wanted a new design
 I wanted one with new accessories / functions
 Others, please specify _________________________________

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ROUTING = IF 8008 = A4

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8012. You indicated that you purchased the vacuum cleaner as a gift for somebody else.
For whom did you buy this product? Randomize ; Radio/ Single select

 My partner
 My mother
 My sister
 A friend
 Others, please specify _________________________________ (Exclusive, Do not randomise)

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8013. Where do you intend to use the vacuum cleaner? Randomize ; Checkbox/ Multi select

 Home
 Outdoors
 Office
 Others, please specify _________________________________

BRAND CONSIDERATION

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8014. At the moment you started thinking about purchasing a new vacuum cleaner, which of the following
brands did you know about? Randomize ; Checkbox/ Multi select

 Client Brand
 Hitachi
 Dyson
 Philips
 Xiaomi
 Electrolux
 Samsung
 Black & Decker
 Saachi
 Krypton
 Sonashi
 Other (please specify) __________________Do not randomise

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PAGE

8015. And at that moment, which brands did you take into consideration? Randomize ; Checkbox/ Multi select

 Client Brand
 Hitachi
 Dyson
 Philips
 Xiaomi
 Electrolux
 Samsung
 Black & Decker
 Saachi
 Krypton
 Sonashi
 Other (please specify) __________________Do not randomise

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8016. And at that moment, which of the following brands did you absolutely not take into consideration?
Randomize ; Checkbox/ Multi select

 Client Brand
 Hitachi
 Dyson
 Philips
 Xiaomi
 Electrolux
 Samsung
 Black & Decker
 Saachi
 Krypton
 Sonashi
 I took all the brands into consideration Exlusive, do not randomise

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PAGE
IF 8016 = A1

8017. You indicated that you did not take Client Brand into consideration. Could you please explain in your
own words why you didn’t take Client Brand into consideration?Open-end answer

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IF 8016 = A1
8018. You indicated that you didn’t take client brand into consideration for the following reason(s): PIPE IN
ANSWER FROM 8017
To which of the following categories does your answer fit best? Please select all that apply.
Randomize ; Checkbox/ Multi select

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 Other brands had the same features but were cheaper
 Other brands had additional features
 Other brands had a lower price
 Because I was advised to buy another brand by shop staff
Because I decided to buy another brand based on online reviews
 Because I was advised to buy another brand by my family/friends
 I was convinced by the functionality of another brand
 There was no promotion offer for that brand
 Other brands had a nicer design
 I don’t like that brand
 I don’t trust that brand
 The products of that brand are not reliable
 That brand has no products with the latest technology
 The products of that brand are not easy to use
 That brand is no leader in this category
 The products of that brand were not available in the color I wanted
 Others, please specify ____________________________

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IF 8016 = main competitor of client brand
8019. You indicated that you did not take main competitor of client brand into consideration. Could you please
explain in your own words why you didn’t take main competitor of client brand into consideration?Open-end
answer

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IF 8016 = main competitor of client brand
8020. You indicated that you didn’t take main competitor of client brand into consideration for the following
reason(s): PIPE IN ANSWER FROM 8019
To which of the following categories does your answer fit best? Please select all that apply.
Randomize ; Checkbox/ Multi select

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 Other brands had the same features but were cheaper
 Other brands had additional features
 Other brands had a lower price
 Because I was advised to buy another brand by shop staff
Because I decided to buy another brand based on online reviews
 Because I was advised to buy another brand by my family/friends
 I was convinced by the functionality of another brand
 There was no promotion offer for that brand
 Other brands had a nicer design
 I don’t like that brand
 I don’t trust that brand
 The products of that brand are not reliable
 That brand has no products with the latest technology
 The products of that brand are not easy to use
 That brand is no leader in this category
 The products of that brand were not available in the color I wanted
 Others, please specify ____________________________

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PAGE

8021. Did you already have a preferred brand in mind when thinking about a new vacuum cleaner?
Randomize ; Radio/ Single select

 Client Brand / Recode as CB Buyers

 Hitachi
 Dyson
 Philips
 Xiaomi
 Electrolux
 Samsung
 Black & Decker
 Saachi
 Krypton
 Sonashi
 Other (please specify) __________________ Exclusive, do not randomise

KEY SOURCES OF INFORMATION

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8022. Which sources of information have you seen/heard/used in your search for a new vacuum cleaner?
Randomize ; Checkbox/ Multi select

 TV Advertisement
 Radio Advertisement
 Print Advertisement (newspaper, magazine, etc.)
 Received brochure/ information pamplet
 Received newsletter from a brand
 Received newsletter of a store
 Received Online advertisement banner

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PAGE

8023. Which of the following sources of online information have you seen/heard/used in your search for a
new vacuum cleaner?
Randomize ; Checkbox/ Multi select

 Online search engines (Google, Yahoo, etc.)

 Visited manufacturer’s website (Client brand, Philips, Dyson, etc.)
 Visited retailer website (Amazon, Noon, etc.)
 Visited product comparison website
 Visited product review websites
 Read social network discussion on brand’s Facebook/ Instagram page, etc.
 Watched online video
 Read blogs online
 Contacted online customer service representative
 Watched pre-roll advertisement (Ad shown before video plays on YouTube)
 Saw banner/ promoiton on e-retailer’s website
 Watched videos from influncers
 Others, please specify ______________________ Exclusive

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8024. Which of the following have you seen/heard/used in your search for a new vacuum cleaner at a store?
Randomize ; Checkbox/ Multi select

 Looked at products on the shelf at the store

 Looked at product information cards at the store
 Looked at product packaging in store
 Talked to a salesperson/ promoter/ associate at a store
 Saw a poster at a retail store
 Read a brochure/ leaflet at the store
 Scanned a QR code at the store
 Used product coupon I got at the store
 Looked at the product itself
 Tried the product at the store
 Saw an in-store demonstration
 Asked a salesperson for information
 Spoke to other customers at the store
 Saw an in-store advertising display

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 Others, please specify ______________________ Exclusive

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8024. In which of the following ways did you connect with the brand to collect more information about the
product? Randomize ; Checkbox/ Multi select

 Brand sent me an email (newsletter, etc.)

 Contacted the brand via email
 Contacted the brand via telephone
 Contacted the brand via chat on their website
 Contacted the brand via social media
 Others, please specify ______________________ Exclusive

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8025. Below are some other sources of information. Please specify which of these have you seen/heard/used
in your search for a new vacuum cleaner? Randomize ; Checkbox/ Multi select

 Talked to friends, family, colleagues, etc.

 Articles in newspapres, magazines, etc.
 Saw sponsored TV programme (Homeshopping)
 Saw brand as a sponser at an event (sports, etc.)
 The brand was present at an event, fair
 Others, please specify ______________________ Exclusive

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8026. How important were the following sources of information in your choice for a new vacuum cleaner? Use
the scale from 1 to 10 below, where 1 is “Totally unimportant"' and 10 is “Very important".
Randomize ; Radio Group/ Single select
80261 TV Advertisement
80262 Radio Advertisement
80263 Print Advertisement
80264 Received newsletter of a brand
80265 Used online search engine
80266 Visited manufacturer’s website
80267 Visited retailer’s website
80268 Watched online video
80269 Watched videos from influncers

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80270 Looked at products on the shelf at the store
80271 Looked at the product itself
80272 Asked a salesperson for information
80273 Talked to friends, family, colleagues, etc.
80274 Articles in newspapres, magazines, etc.
80275 Saw sponsored TV programme (Homeshopping)
80276 Saw brand as a sponser at an event (sports, etc.)
80277 The brand was present at an event, fair

 10, Very Important

9
8
7
6
5
4
3
2
 1, Totally Unimportant

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REVIEWING THE PURCHASE JOURNEY

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8027. Could you describe the most important step in your journey of purchasing a new vacuum cleaner? We
request you not to pick your actual purchase as a key moment. Open end answer

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8028. Could you please explain why this moment was important to you? Open end answer

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8029. What information did you gather at this moment? What did you learn about vacuum cleaners at this
point? Open end answer

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80301. Which of the following statements best reflects your search for a new vacuum cleaner? Radio/ single
select

 I already knew from the start of my search what I wanted to buy

 I decided which brand/model I wanted to buy during my search process
 I decided on the brand/model only at or just before that moment of purchase

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80302. How much time did you spend researching about the product before purchasing it? Radio/ single select

 Less than a week

 2 weeks
 1 Month
 More than 1 month

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POINT OF PURCHASE SECTION

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8030. Where did you purchase your new vacuum cleaner? Radio/ single select

 At an aggregator retail store (Lulu, Sharaf DG, etc.)

 At brand’s retail outlet
 Online retailer store (Noon, Amazon, etc.)
 Online brand store
 Others, please specify _______________________

80303. Can you specify the name of the retail store/ online website. Open end answer

80304. Were there any other retail stores/ online websites you were considering? Open end answer

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8031. How would you rate your overall satisfaction with the purchase process of your new vacuum cleaner?
Radio/ single select

 Very Satisfied
 Satisfied
 Neither satisfied nor unsatisfied
 Dissatisfied
 Very dissatisfied

ROUTING – 8031 = A1, A2

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8032. Please explain why you gave this rating.

Open-end answer

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POST USAGE SECTION

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8033. How would you rate your overall satisfaction with your new vacuum cleaner? Radio/ single select

 Very Satisfied
 Satisfied
 Neither satisfied nor unsatisfied
 Dissatisfied
 Very dissatisfied

ROUTING – 8033 = A1, A2

8034. Please explain why you gave this rating.

Open-end answer

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8035. How likely are you to recommend your new vacuum cleaner to friends and family members? Radio/
single select

 Highly likely



 Highly unlikely

This was the last question. Thank you for participating in this survey!

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