Customer preference

None Airtel BSNL Idea Reliance Tata Vodafone City Purchased Y/N (What and why)
 Retailers Feedback

Name of the store:

Name of the Retailer:

Location:

Comments:

(Unstructured interviews)

Which operator is in more demand?

What are the operators doing to make their presence felt in the store?
When you tell the offers to the customer does he make a purchase? Why or Why not?
Does the sale depend upon the displays in the shop?
Any recommendations for improving the sale?
Any innovative way by which we can communicate to the customer at your store?
What do you look from the company?
 Questionnaire
1. When you visit a store what affects your purchase decision?

a) Discounts offered b) Displays in the store c) Retailers advice

d) Others are buying e) none

2. Other than the product itself, which of the following would most influence you when
deciding to buy a Product? Give Rankings.

Telemarketing Word-of-mouth
Sales representative Advertising
In shop displays

3. Why have you given rank 1 to (name of the factor) …..?

________________________________________________________________________

4. In a shop if you see a poster of an operator showing its promotional scheme, will it affect
your purchase decision?

a) Always b) Sometimes c) Never

5. Do you recall any advertisement (display) of a product which you saw inside any store? If
yes, which one and where?

_________________________________________________________________________

6. If a product is kept in a separate shelf and is easily visible. Will you go forward and ask the
retailer about the product?

a) Yes b) No c) Can’t say

7. Tell me about a situation in which you have consumed/used/bought the product and felt like
the people or characters shown in the advertisement.
 ________________________________________________________________________
_

8. If you see a Display in a store, what is that attracts you the most? It’s...

a)Lighting b) Motion c) Clarity of Message

d) Design e) Attractiveness of Advertisement f) others

9. When you entered this store which was the product or the brand that you noticed and
where?
________________________________________________________________________

10. Below is a list of features that are part of the product. How important is each feature to you

Extremely Somewhat neither important Somewhat Extremely

important important nor unimportant unimportant unimportant
1 2 3 4 5
Price
Features
Brand name
Quality
Customer service

11. What do you understand about visibility provided by a company?

a) TV commercials b) Print Ads c) Hoardings

d) collaterals (posters, danglers, etc.) e) Sponsorship f) others

12 Any suggestions by which a company can increase its visibility at the retail store?

________________________________________________________________________
_
13. Which Social status do you fall into?

a) Unemployed b) receiving education c) part time job

d) full time job e) others _____________________
14. Just approximately, which income category best describes your total annual household
income?

a) under 50,000 b) 50,000 – 1,49,999

c ) 1,50,000 – 2,99,999 d) over 3,00,000

15. What level have you studied up to?

______________________________________________________________________

16. Age _______

17. Sex :: Male/Female

18. Marital Status :: Married/Single