General Information of Participants

Name:
______Maheem
Dwivedi______________________________________________________________________
Address:
______________ Ram bhvan, bulandshahr,
UP_________________________________________________________________
Phone No:
______________8171059049___________________________________________________________
Email Address:
______NA______________________________________________________________________
Centres: Delhi/NCR, Mumbai, Bangalore, Pune, Lucknow
Sample Quota:
Users of Paper Boat products

Delhi/NCR
Mumbai
Pune
Lucknow
Bangalore
Total

Less than 18
years or more
than 35 years
13
13
13
13
13
65

18-24
years

25-34
years

14
14
14
14
14
70

13
13
13
13
13
65

Non
users of
Paper
Boat
products

Total

10
10
10
10
10
50

50
50
50
50
50
250

S1. Record Gender

Male: 1 CONTINUE
Female: 2 CONTINUE
MAINTAIN AN EQUAL MIX OF MALE, FEMALEIN EACH CENTER
S2. Do you or any of your close family/ friends work in the following professions?
Advertising Agency, Marketing or PR
Market Research Company
Journalism or Publishing Company
FMCG Manufacturing
Retail Organization
Any Others (____________________Businessman _____)

THANK
CLOSE

AND

CONTINUE

S3. In your family, who contributes the most to household income, whether from
employment, pensions, state benefits, investments or any other source? Could you tell
me his educational level and occupation? RECORD VERBATIM.
Education_________Btech____________Occupation___Businessman
____________________________
REFER SEC GRID BELOW AND CODE
EDUCATIO 1
2
3
4
5
6
7
8
N
OCCUPATION
Illiterat Literate Scho Scho SS Some
Graduat Graduate /
e
but no
ol
ol 5
C / College e / Post Post

formal
upto to 9
HS but not Graduat Graduate
schoolin 4
years C
graduat e Profession
g
years
e
General al
Unskilled
Worker
Skilled Worker
Petty Trader
Shop Owner
Businessmen /
Industrialist
No 05
Of Employees

01

E2

E2

E2

E1

02
03

E2
E2

E1
D

E1
D

D
D

C
C

B2
B2

B2
B2

04

B1

A2

A2

None

B2

A2

A2

A1

1-9

B2

B2

B2

A2

A1

A1

B1

B1

B1

A2

C
C
B
2
B
1
B
1
A
2
B
2

A1

A1

A1

B1

A2

A1

B2

B1

B1

B2

B1

A2

B1

A2

A2

A2

A1

A1

10 +

Self Employed
06
D
D
D
D
Professional
Clerical /
07
D
D
D
D
C
Salesman
Supervisory
08
D
D
D
C
C
Level
Officers /
B
Executives
09
C
C
C
C
2
Junior
Officers /
B
Executives
10
B1
B1
B1
B1
1
Middle / Senior
SEC_______________
CONTINUE ONLY IF SEC A1 OR A2 CODED, ELSE TERMINATE

S4. What is your average annual household income from all sources?
Less than 8 lakhs
1 TERMINATE
8.1 - 12 lakhs
2 CONTINUE
12.1 - 15 lakhs
3 CONTINUE
15.1-20 lakhs
4 CONTINUE
More than 20 lakhs
5 CONTINUE
MAINTAIN AN EQUAL MIX OF THOSE WHO CODE 2 OR 3 ANDTHOSE WHO CODE 4
OR 5 AT AN OVERALL SAMPLE LEVEL
S5. Where do you live (locality)?
LOCALITY: Bulandshahr
INTERVIEWER TO CODE BELOW
FROM RESPONDENT
High income neighbourhood
Middle income
neighbourhood
Low income neighbourhood

INTERVIEWER RESPONSE, NOT TO BE ASKED

1 CONTINUE
2 CONTINUE
2 TERMINATE

MAINTAIN AN EQUAL MIX OF

THOSE WHO CODE 1 AND 2
IN EACH CENTER

S6. Do you consumepackaged/branded fruit juices/fruit drinks?

Yes
1 CONTINUE
No
2 TERMINATE

S7. How regularly do you consume packaged/brandedfruit juices/fruit drinks?

Less than once a week

Atleast once a week
Twice a week
More than twice a week

1 TERMINATE
2 CONTINUE
3 CONTINUE
4 CONTINUE

S8a. Which all brands of packaged/brandedfruit juices/fruit drinksare you aware of?
MULTIPLE CODING. INTERVIEWER TO PROBE Are you aware of Paper Boat?
CONTINUE ONLY IF 5 CODED IN 8a
S8b. Which all brands of packaged/brandedfruit juices/fruit drinks have you consumed?
MULTIPLE CODING.
8a. Aware
8b. Consumed
Frooti
1
1
Slice
2
2
Maaza
3
3
Tropicana
4
4
Paper Boat
5 * CONTINUE
5
Real
6
6
Del Monte
7
7
Appy Fizz
8
8
Minute Maid
9
9
Any others (please
10
10
specify)____________
In S8b- IF 5 IS CODED, CLASSIFY AS USERS AND MOVE TO S10. IF 5 IS NOT
CODED, ASK S9
S9. Have you ever consumed Paper Boat?
Yes

1 CONTINUE, CLASSIFY AS PAPER BOAT USERS AND

MOVE TO S10
No
2 CONTINUE, CLASSIFY AS PAPER BOAT NON- USERS
AND MOVE TO S11
MAINTAIN QUOTA BETWEEN USERS AND NON-USERS AS PER GRID
S10. Can you please tell meyour age?
Less than 18 years
1 CONTINUE
18- 24 years
2 CONTINUE
25- 34 years
3 CONTINUE
Above 35 years
4 CONTINUE
MAINTAIN SPLIT AS PER QUOTA GRID (FOR USERS OF PAPER BOAT PRODUCTS)
NO AGE WISE QUOTA FOR NON-USERS OF PAPER BOAT PRODUCTS
S11. Do you recall seeing any adverts for the following brands? PUT TICK MARK AGAINST
THOSE CODED. MULTIPLE CODING POSSIBLE
Frooti
Slice
Maaza
Tropicana
Paper Boat
Real
Del Monte

1
2
3
4
5
6
7

Appy Fizz
8
Minute Maid
9
Any others (please specify)
10
ATLEAST 50% OF THE OVERALL SAMPLE SHOULD CODE 5

MAIN QUESTIONNAIRE - PAPER BOAT USERS

SECTION A: RESPONSE TO PAPER BOAT (OVERALL FEEDBACK)
A1. How many times have you consumed Paper Boat? [Tick only 1 box]
Once
1
2-3 times
2
4-5 times
3
More than 5 times
4
A2. What made you consume Paper Boat for the first time? [Tick only 1 box]
On seeing the advertisement
1
One of my
2
friends/colleagues/family
members recommended
Found the packaging attractive
3
Flavours were unique and
4
interesting
On seeing it at the store display
5
Shopkeeper recommended
6
Any others (please specify)
7
________________________________
A3-a.(Ask those coded 1 in A1)Why did you not try Paper Boat again? [Tick as many
as applicable]
I did not like the taste/flavor
1
I did not like the pack size or
2
shape
It is not easily available
3
Any other (pls specify)
4
_____________________
A3-b.(Ask those coded 2 or 3 or 4 in A1) What made you consume Paper Boat
repeatedly? [Tick as many as applicable]
I liked the advertisement
1
Friends/colleague drink it
2
Find the packaging attractive
3
For the unique and interesting
4
flavours
Store display is attractive
5
Shopkeeper recommends it
6
Any others (please specify)
7
________________________________
A4. At an overall level, how much do you like Paper Boat? [Tick only 1 box]
Somewhat like it
Like it very
Neither like nor
Somewhat dislike
(4)
much (5)
dislike it (3)
it (2)

Dislike it very
much (1)

A5. What, in specific, do you like about Paper Boat? [Multiple coding possible]
Flavours/Variants are new and
1
unique
Shape of the pack
2
Colourful packaging
3
Pricing is reasonable
4
Tastes really good
5
High quality drink
6
Any others (please specify)
7
_____________________
A6. What, if anything, do you dislike about Paper Boat? [Multiple coding possible]
Expensive
1
Not available everywhere, only in 2
select stores
Inconvenient to consume from
3
the pack, drink spills over at
times
Taste is not good
4
Quantity of drink is very less
5
Not available in smaller packs
6
None
7
Any others (please specify)
8
______________________________
A7. How much do you like the taste of Paper Boat products? [Tick only 1 box]
Somewhat like it
Like it very
Indifferent (3)
Somewhat dislike
(4)
much (5)
it (2)

Dislike it very
much (1)

A8. How much do you like the qualityof Paper Boat products? [Tick only 1 box]
Somewhat like it
Like it very
Indifferent (3)
Somewhat dislike
(4)
much (5)
it (2)

Dislike it very
much (1)

A9. How do you find the pricing of Paper Boat? [Tick only 1 box]
Affordable
1
Just right
2
Expensive
3
A10. How easily is Paper Boat available? [Tick only 1 box]
Very
easy to get (5)

Somewhat
easy to get(4)

Neither easy nor

difficult to get(3)

Somewhat
difficult to get (2)

Very difficult to
get (1)

A11. Where do you buy Paper Boat from? [Multiple coding possible]
Local kirana stores
1
Big grocery stores
2
Any other (pls
3
specify)_______________
Response to Packaging
A11. After looking at the Paper Boat pack, how much do you like its overall
appearance? [Tick only 1 box]
Like it very
Somewhat like it
Neither like nor
Somewhat dislike

Dislike it very

much (5)

(4)

dislike it (3)

it (2)

A12. How much do you like the colour of the packs? [Tick only 1 box]
Very
Somewhat
Somewhat dull
colourful/vibra
colourful/vibrant
Indifferent (3)
(2)
nt (5)
(4)
A13. How different/unique do you find the pack? [Tick only 1 box]
Very
Somewhat
Somewhat
Indifferent (3)
Unique (5)
Unique (4)
ordinary(2)
A14. What do you think about the size of the pack?
Very
Somewhat
Just right (3)
big (5)
big (4)
A15. How easy is it to hold the pack? [Tick only 1 box]
Somewhat
Very easy (5)
Indifferent (3)
easy (4)

much (1)

Very dull (1)

Very ordinary (1)

Somewhat small
(2)

Very small (1)

Somewhat
difficult(2)

Very difficult (1)

SECTION B: RESPONSE TO THE PAPER BOAT SKUs

B1a. What are the different flavour/s of Paper Boat that you are aware of? [Multiple
coding possible]
B1b. What are the different flavour/s of Paper Boat that you have consumed? [Multiple
coding possible]
B2.(For all the flavours coded in B1b)How much do you like this particular flavour
of Paper Boat? [Tick only 1 response per flavour]
B1a.
B1b.
B2. Appeal of flavours consumed
Flavour Flavours
s
consumed
aware
of
Like it
Like it
Cant Dont
Dont
very
somewh
say
like it
like it at
much
at
all
Jaljeera
1
1
5
4
3
2
1
Golgappekapani
2
2
5
4
3
2
1
AamPanna
3
3
5
4
3
2
1
Jamun Kala Khatta
4
4
5
4
3
2
1
Tulsi Tea
5
5
5
4
3
2
1
Ginger Lemon Tea
6
6
5
4
3
2
1
Sattu Drink
7
7
5
4
3
2
1
Chilled Rasam
8
8
5
4
3
2
1
Kokum
9
9
5
4
3
2
1
Do not recall the
10
10
5
4
3
2
1
flavour
Any others (please
11
11
5
4
3
2
1
record consumer
response)
__________________
B3. How would you rank the different flavours of Paper Boat (that you have
consumed) in terms of your overall experience with 1: BEST and so on

INTERVIEWER TO FIRST CODE FLAVOURS CODED IN B1b

RANKING FOR THOSE FLAVOURS
Flavours
Consumed (from
B1b)
Jaljeera
1
Golgappekapani
2
AamPanna
3
Jamun Kala Khatta
4
Tulsi Tea
5
Ginger Lemon Tea
6
Sattu Drink
7
Chilled Rasam
8
Kokum
9
Do not recall the flavour
10
Any others (please record consumer
11
verbatim)

AND THEN GET

B3. RANKING

1
3
2

B4. Why is __________Jamun kala khatta_______ your MOST PREFERRED flavour? (LIST
THE ONE CODED1 IN B3)
[Multiple coding possible]
The flavour is new and unique
1
It is just right in sweetness
2
It is just right in sourness
3
It tastes fresh
4
The juice is very pulpy
5
It is very refreshing
6
Any others (please specify)
7
________________________
B5. Why is _____Golgappa____________ your LEAST PREFERREDflavour? (LIST THE ONE
CODED the highest number IN B3) [Multiple coding possible]
The flavour is very common, available in many
other drinks
It is extremely sweet
It is extremely sour
It tastes stale
It is very watery, very little pulp/juice in it
Any others (please specify)
_________________________

1
2
3
4
5
6

SECTION C: RESPONSE TO PAPER BOAT ADVERTISING

TO BE ASKED TO ONLY THOSE WHO CLAIM TO HAVE SEEN THE PAPER BOAT AD
IN S11
C1. Where all have you seen the ads for Paper Boat? [Multiple coding possible]
Television
1
Print (newspaper, magazines)
2
Online
3
Retail Store
4
Outdoors (Hoardings, Billboards)
5
Any other (pls specify)
6
_________________

C2. At an overall level, how much did you like the advertising for Paper Boat? [Tick only
1 box]
Somewhat like it
Like it very
Neither like nor
Somewhat dislike
Dislike it very
(4)
much (5)
dislike it (3)
it (2)
much (1)
C3. How easy/difficult was it to understand the advert? [Tick only 1 box]
Neither easy nor
Very easy(5)
Easy (4)
Difficult (2)
difficult (3)

Very difficult (1)

C4. What, according to you, is the main message given in the advert/What is the advert
telling about Paper Boat? [Multiple coding possible]
Drinks are connected to memories
1
Depicts things that we did as a kid for the
2
first time
Paper Boat drives one down the memory lane 3
Even if you grow up, you are a child at heart
4
Paper Boat helps live the childhood memories 5
Dont recall the ad well
6
Any others (please specify)
7
_________________________________
C5. How relevantfor yourself did you find the message in the Paper Boat ad? [Tick only
1 box]
Very
Somewhat
Indifferent/Cant
Somewhat not
Not at all
relevant(5)
relevant (4)
say (3)
relevant (2)
relevant(1)
C6. Would you say the ad was one big reason that got you interested in trying out
Paper Boat? [Tick only 1 box]
Most definitely
Indifferent/Cant
Definitely (4)
Not much (2)
Not at all (1)
(5)
say (3)

SECTION D: BRAND PERCEPTIONS AND ADVOCACY

D1. I will now read out some statements. Please tell me if you agree or disagree with
them with regards to Paper Boat? READ OUT EACH STATEMENT AND CODE YES, NO
OR MAYBE FOR EACH.
a. Paper Boat is a new company
b. It provides new and unique
products
c. It offers interesting flavours
d. It has good quality products
e. It gives good value for money
products
f. Its flavours are for a more
mature taste

Yes
1
1

No
2
2

Maybe
3
3

1
1
1

2
2
2

3
3
3

D2. How interested would you be to consume Paper Boat again? [Tick only 1 box]
Very
Somewhat
Somewhat not
Not at all
Indifferent (3)
Interested (5)
Interested (4)
interested (2)
interested (1)
D3. How likely would you be to recommend Paper Boatto your friends? [Tick only 1 box]

Very
Likely (5)

Somewhat
Likely (4)

Indifferent (3)

Somewhat not
likely (2)

Not at all likely

(1)