INDIAN INSTITUTE OF MANAGEMENT LUCKNOW

Fruits and Vegetable Buyer Behavior I. General Profile of Respondent & household characteristics 1.1Location (1-Urban, 2-Rural) 1.2 Address: _____________________________ 1.3 Gender (1-Male, 2- Female) 1.4 Age________________ 1.5. Education (1-Illiterate, 2-Literate, 3-Primary/JHS, 4-Sec/HS, 5-Grad., 6-PG, 7Diploma) 1.6 Occupation (1-Govt. serv., 2-Private job, 3-HW, 4-Stu., 5-Ret., 6-Business, 7Labourer, 8-Unemployed) 1.7 Occupation of spouse_______________________(mention code as for occupation) 1.8 Marital status (1-Married, 2-Unmarried) 1.9 Family type (1-Vegetarian, 2- Non-vegetarian) 1.10 Total family members: Adult Male________ Adult Female____________Children_______ 1.11 Working members: Male ___________Female_______________
1.12 What is your total monthly household income (from all the sources)? (Tick ) a) < Rs. 5000 b) Rs. 5000 - Rs. 10000 c) Rs. 10001 Rs. 15000 d) Rs. 15001 Rs. 20000 e) Rs. 20001 Rs. 25000 f) > Rs. 25000

1.13. What type of food do you prefer to eat? a) Vegetarian b) Non-vegetarian II. Consumers Buying Behavior & Household Demand Assessment
S. No. Foods Fruits Quantity / week(Kg/u nit) Value /week (Rs.) Source1

A 1. 2. 3. 4. 5. 6 B
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Vegetabl es
INDIAN INSTITUTE OF MANAGEMENT, LUCKNOW Page No.

Source-1/ hawkers, 2/ roadside shop, 3/nearby vendor shop, 4/local market, 5/super market/hypermarket, 6/mandi, 7/other 2.2 How do you prefer to buy through the following alternate combinations of facilities offered for purchasing fruits & vegetables items? (Rank following 11 combinations: No two alternate should have same ranking ) (1-most prefer,.11-not at all/least prefer) Com. Location Price Freshness Variety of Rank No. fruits and vegetables Super Store Equal to High Wide choice (Big market price bazaar/Spenc er etc) Roadside shop Equal to market price Low Limited choice

1. 2. 3. 4. 5. 6.

Hawker

Equal to market price

Moderate

Limited choice

Roadside shop

More than market price

High

Limited choice

Super Store (Big bazaar/Spenc er etc) Roadside shop

Lower than market price

Low

Limited choice

Lower than market price

Moderate

Wide choice

Hawker

More than market price

Low

Wide choice

Super Store (Big bazaar/Spenc er etc) Hawker

More than market price

Moderate

Limited choice

Lower than market price

High

Limited choice

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Super Store (Big bazaar/Spenc er etc) Super Store (Big bazaar/Spenc er etc)

Lower than market price

High

Wide choice

Equal to market price

Low

Wide choice

Section 3
Please indicate your degree of agreeness to following life style and attitude statements which is close to your personality by checking the most appropriate number. The meaning of the numbers is specified in the columns above the number. 1= Strongly Disagree. 5=Strongly Agree 1.I often seek out the advice of my friends regarding from where fruits and vegetables to purchase 2.My neighbors usually give me good advice regarding from where fruits and vegetables to purchase 3.A person can save a lot of money by shopping cautiously for fruits and vegetables 4.I buy less vegetable and fruit because of rising prices 5.I make fewer shopping trips for vegetables and fruits because of high cost of transportation 6.I make purchases of vegetable and fruit only when there is a need, not on impulse 7.In the period of rising prices, spending excessive amounts of money on fruits and vegetables is ridiculous 8.I like to go to fruit and vegetable outlet to see what is new 9.I find myself checking the prices in fruits and vegetables outlets even for small items 10.I have full control on my own destiny 11.Everything is uncertain, who knows what will be my fate in future 12.My fruits and vegetable shopping is strongly influenced by people I admire 13.I have more self confidence of my own ability in purchasing fruits and vegetables 14.I am loyal towards my preferred fruits and vegetable store 15. I always like to shop in many fruits and vegetable stores 16. I feel suffocated whenever I am kept for a long time in small groups and quiet. 17.Five years from now my income will be probably a lot higher than it now 18.I always be preferred to be in crowd , parties- anything for fun
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1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1

1-Strongly Disagree

2-Disagree 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

3-Neutral 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3

4-Agree 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4

5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
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5-Strongly Agree

19.I consume more low calorie foods than the average human being 20.I always prefer to consume diet foods at least one meal a day 21.In general, I prefer to consume more calorie fast food 22.Our family income is high enough to satisfy nearly all of my important desires 23.My income is high enough 24.Shopping of fruits and vegetables does not interest me at all 25.I just love shopping for fruits and vegetables 26.I love to shop fruits and vegetables along with grocery and other household items from one store 27.I love to purchase fruits and vegetables from vegetable store and other household items like groceries from other specialty store 28.I do not see any reason to shop in selective fruit and vegetable store 29.I want to shop from selective fruit and vegetable store where I will get expert advice 30.I like to know what I am buying, so I often ask questions in stores where I shop for fruits and vegetables 31.Before I go shopping for food, I make a list of everything I need 32.Usually I do not decide what to buy until I am in shop 33.To me naturalness of the fruits and vegetables that I buy is an important quality 34.I prefer to avoid fruits and vegetables without additives such as artificial color etc. 35.I find taste in fruits and vegetables important while purchasing 36.It is more important to choose fruits and vegetables products for their nutritional value rather than for their taste 37.I prefer fresh fruits and vegetables to canned or frozen fruits and vegetables 38.We use lot of ready to eat foods in our household 39.Frozen foods accounts for a large part of the food products I use in our household 40.Going out for dinner is a regular part of our eating habits 41.We often get together with friends to enjoy on causal dinner 42.I do not like to spend much time on cooking 43.Being praised for my cooking adds a lot to my self esteem 44. Eating is to me a matter of touching, smelling, tasting and seeing, all the senses are involved. It is a very exciting sensation

1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1

2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3

4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4

5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5

----Thank you very much for taking the time to participate in the survey ---Thank You ***************************

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