Interviewer: This is an interview for the course of consumer behaviour and what

we are actually doing is that we would be asking you brand specific questions
and it would consist of the reasons you use the brand colgate max fresh for. We
want to tell you that there are no right or wrong answers and your answers and
your rationale is valued to us and we want you to give any thoughts or any
answers that are coming to your mind so please dont restrain you thoughts. First
question that I would be asking you is that Aap Colgate maxfresh kitnay time
say use kar rahe hain.
Respondent: 3-4 saal say.
Interviewer: Aap mujhe yeh batain kay aap is kay customer and consumer dono
hain, ya phir kharidta koi or hai or aap sirf isay use karte hain?
Respondent: Main Kharidta hoon or use bhe mai he karta hoon
Interviewer: App yeh batain kay yeh brand aap ki family mai sirf aap he use karte
hain ya koi or bhe use karta hai,
Respondent: Or log bhe karte hain lekin sub nai karte.
Interviewer: Agar mai aap ko aik preference list banana ko bolun jis mai aap ko
tamam tooth paste dalnay hoon or un ko rate karna ho, to aap kya list banain
gay
Respondent: Max Fresh, phr Colgate Herbal, phr Colgate Misvak or phr simple
Colgate.
Interviewer: Aap mujhe batain kay Colgate max Fresh mai aesa kya hai jo baqion
mai nai hai or aap isko 1st per rate kyun karte hain
Respondent: Yeh Gel hai or baaqi sub tooth paste hain, to Gel aik nai feature aai
the toh mai nay try karne kay lie kharida tha or iska taste mujhe acha laga toh
mai abhi tak isay use kar raha hoon.
Interviewer: Aap ko Taste Pasand kyun aaya, Is kay taste mai aesa kya tha jo aap
ko pasand aaya.
Respondent: Iska taste mai mithaas(sweetnees) hai, subha subha uth kar moon
mai mithaas aa jati hai.
Interviewer: Mithaas say kya meaning hai, mithaas sy aap ko kya faida hota hai?
Respondent: subha subha aik dull si felling hoti hai, to is ki sweetness sa thori si
energy or activeness aa jaati hai.
Interviewer: Meaning, aap ko iska taste pasand hai or is say aap mai energy aa
jaati hai. Toh is energy say aap ko kya faida hai, iska taste or energy aap kay lie
kyun zaroori hai.
Respondent: Subha warna har cheez mai Doze of ho rae hote hain, to subha
agar shuru mai he kick mil jae toh is say faida mil jata hai.
Interviewer: Is Kick say aap ko kya faida hai, aap ko kick kyun chaie subha uth
kar?
Respondents: Classes hoti hain, kaam per jana hota hai is lie attention ki zaroorat
hoti hai, warna sara din banda neend mai betha rahe to kaam nai banta.

Interviewer: Attenttion, aap kis ki attention chah rae hain?

Respondent: Parha mai attention chaiye hoti hai
Interviewer: Sirf Parhai he mai attention chaiye yap phr or chhezain hain jin kay
lie aap ko attention chaiye hote hai
Respondent: Filhaal to parhai say lekin agay chal kar jab job wagera ho jae gee
toh us mai work related attention ki zarrorat ho gee.
Interviewer: Jo attention aap gain karna chah rahe hain brand kay through, who
kisi specific personnel sai hai, kin sai hai?
Respondent: Nai Nai, yeh general hai, attention say meri muraad mai Hazir
Dimagh ho jaon, kay absent mindedness na rahe.
Interviewer: Jab aap absent minded nai hon gay toh us say kia fada ho ga aap
ko?
Respondent: Us say faida yeh hog a kay mai hazir dimaagh hoon ga.
Interviewer: Acha suppose karien agar kisi din aap Hazir Dimaagh na hoon, to
phr aap ka saath kya ho ga.
Respondent: Toh decisions bay tuki (unreasonable/irrational) say lete hain. Quiz
waghera ho gya to us mai blunders ho jate hain, or is tarhan kay kaam hog ae, is
he lie HAzir Dimagh hona zarori hai.
Interviewer: Aap nay kaha kay Hazir Dimaagh say aap achay decisions lete hain,
toh Achay Decisions say aap ko kia faida ho ga.
Respondent:
Interviewer: Acha isay chorien or yeh batain kai jab aap koi bura decision lete
hain to aap ko nuqsaan kya hota hai?
Respondent: Sab say immediate nuqsaan jo ho ga, who ghar per daant pare gee.
Or agar koi bari mistake kar dee university mai toh dostoon kay samnae ruswai
hoo gee, or agar study related mistake kar dee to us mai grade efect hoon gay
or grade efect hon gay to GPA efect ho gee or GPA efect ho gee toh meri
Scholarship bhe ja sakti hai, scholarship jae gee toh dobara say ghar mai jootay
parien gay.
Interviewer: Yaani aap Colgate Max fresh abhi tak is lie use kar rahe thay kyun
kay us say aap ko fresh taste aata hai,or aap ko aik kick milte hai jis say aap
attentive ho jate hain or aap rational decision lete hain, or agar aap rational
decision nahi lain gay to aap ko ghar per ruswai ho gee.
Acha ab aap koi or attribute batain colgate max fresh mai sweet taste or Kick kay
elawa jis nay aap ko brand loyal banaya ho
Respondent: Is mai mint hota hai. Yaani aap subha uthain to mouth say smell aati
hai, agar mint wala toothpaste use kar rai hain to phr sirf smell nai jate balkay
khusbu bhe aati hai.
Interviewer: Mouth say Khusbu aana aap kay lie zaroori kyun hai

Respondents: So, samany wale banday say baat karte waqt darn a lage, kay mai
samnay bande say baat kar raha hoon or moon say meray badbu aa rahi ho.
Interviewer: Suppose agar aap kay moon say smell aa rahi ho toh aap ko samnay
wale banday say kis tarah baat karien gay yap hr aap kia airen gay
Respondent: Us ka mere baaray mai ghalat impression pare ga jaise untidy, ye
mjhe wo well of nay samjhe balkay koi mazdoor wahgera samjhe kay baghair
moon saaf kie uth kar aa gya, to is waja say moon say khushbu aana bohat
zaroori hai
Interviewer: Aap nay bolo kay is mai gel hota hai toh is lie aap isko istemal karte
hain , aap mujhe yeh batian kay close up bhe gel tooth paste hai or us me bhe
similar features hain to aap close up kyun nai use karte
Respondent: Close up kabhe appeal nai kia mujhe
Interviewer: Max fresh mai aese kia cheez thee j aapku appeal kar gae jo closeup
mai nai thee
Resondent: Youth fullness dikhate hin max fresh mai or who mere saath resonate
kar gae or meri tarah ki situation us mai dikhate hain kay subha uth kar banda
dull hot hai or max fresh use kar karta hai toh us mai energy or activeness aa
jaati hai.
Interviewer: Youth fullness say aap ki murad kia hai, youth fullness ko define
karien thora sa
Respondent: Jawani
Interviewer: Jawani ko thora aur define karien koi definition dain
Respondent: Yani aik successful or achi personality wala aadmi ho
Interviewer: Successful say murad, yani us banday ka paas kya ho to usay
successful consider karien gay aap.
Respondent: Achi Job ho, achi income , gaari ghar or biwi bachay bhe hoon
Interviewer: Meaning, colgate kay andar jo success dikhate hain, aap usko is say
link karte hain
Respondent: Bilkul, or agar mai colgate ki recent campaign discuss karun toh us
mai couple naach raha hot hai , toh koi khaas chhez aese nai thee jo meri needs
ko appeal kare
Interviewer: App nay yeh bhe kaha kay aap ka ghar wale jo hain who max fresh
istemal nahi kartay, toh aesi kya waja hai kay aap istemal karte hain per baaqi
ghar wale istemal nai karte
Respondent: Baaqi ghar wale is lie istemal nai karte kyun kay who colgate classic
kay taste say used to hain, ghar walon nay max fresh use karne ki koshish kee
thee per un ko suit nai kya to who wahi wala brand use karte hain or mai
diferent use karta hoon
Interviewer: Aap nay kabhi 100% cavity free wala use kia hai
Respondent: Max fresh say pehle wohi use karta tha

Interviewer: Max fresh mai aesa kya farq laga jo aap is per aa gay
Respondent: Mithaas(sweetness), simple wale mai koi taste nai hota, per
max frsh mai taste hota hai
Interviewer: Taste toh brush karnay kay baad kuch meetha kha lain. Us say bhe
taste a jae ga
Respondent: Mithai say jo hai daant khaab hote hain or taste or dant saaf karne
wale cheez jab aik he jaga mil rae hai to kya baat hai .
Interviewer: Jab aap kay mon mai mithaas aa jaati hai to is say kya faida hota hai
Respondent: Jab raat mai neend na aai ho aur subha uth kar mood kharab hota
hai , to aik common trend yeh hai kay kisi ka mood kharab ho to kehte hain usay
meetha khilao , so mood kharab hai or aap nay toothbrush kar lie or meethi si
cheez aap kay moon mai aa jae toh mood behtar hone kay chances hain.
Inerviewer: Jab aap ka mood behtar ho jae ga is say to aap ko faida kya hoga
Respondent: Us say har cheez mai faida hota hai, yani burnout nai hota,
frustrate nai hota chooti chooti cheezon per, agar mood kharab hota hai toh
chooti chooti cheezon per, traffic jam tak per band ka burnout ho jaata hai, who
larna shuru kar deta hai har kiss say, or larna jab shuru hojata hai toh phr bande
ki concentration bhe divert hota hai or who perform bhe nai kar paata jahan per
bhe wo jar aha ho, ya to parhne ja raha hai ya kaam per jar aha ahi to is waja say
mood acha hona zaroori hai
Interviewer: Acha aap ka mood jab sahi ho gya isko istemal karne kay baad toh
phr us achay mood say aap ko kya faida hua
Respondent: Mood sahi hone say yeh faida hoga kay jo maine cheezain batain
hain, mood acha rahe ga , frustration kam hoo gee , or chooti chooti baton per
burnout nai hoga, log pasand karien gay, aik serial or moody aadmi yaani jo na
khushgawar log hain, jin say log dor baghte hain.
Interviewer: Toh logan ka aap ko pasand karna aap kay lie zaroori hai, toh yeh
kyun zaroori hai
Respondent: Social need hai yeh meri , yaani mera moon har waqt chalta rahe,
chahe agla banda jesa bhe betha hua ho , agr wohi mjh say repel ho raha hai to
mai moon kis kay saath chalaon ga
Interviewer: Yaani aap un say baatien karne kay lie
Respondent: Baatien karne kay lie zaroori hai kay mood acha ho
Interviewer: Battien kar kay aap ko kia faida hota hai
Respondent: Time pass ho jata hai
Interviewer: Chalien theek hai, thnkyou for giving your time and responses

Laddering:
Attribute:

Sweet Taste

Functional Benefit:

Sweetens the Mouth

Emotional Benefit:
Removes the Dull feeling, Makes me active, Gives an
early morning kick and
helps to concentrate
on work and studies, Helps to take rational and good decisions, Rational
decisions will avoid anger from home, shame from friends and to remain good in
studies to maintain good GPA, Enhances my mood , prevents frustration, People
will like me
End Value State:

Sense of Accomplishment, Being Well Respected,

Attribute:

It contains Mint

Functional Benefit:

Gives fresh breath, Removes smell and gives aroma

Emotional Benefit:
Gives Confidence to talk to others, portrays a good
self-impression, portray me as well of or educated individual
End State Value:

Self Respect, Sense of Accomplishment