Fresh Local Premium Cheese

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INTRODUCTION Good morning/afternoon, my name is _______. I am a student from the Virata School of Business. We are currently conducting a survey for our (Business Idea). We would appreciate if you could spare a few minutes of your time to participate in our survey. Please be assured that this is purely for academic and research purposes only.

NAME (Optional):

YEAR LEVEL: COURSE: SEX: 1 Male 2 Female

COLLEGE: AGE:

ANNUAL HOUSEHOLD INCOME. a. What is your Annual Household Income? [SA] Kung pagsasamahin ang kita ng lahat ng nagtatrabaho ng myembro ng pamilya, ano po ang inyong buwanang kita? [SA] Below PHP80,000 (Mababa sa PHP80,000)----PHP80,001 PHP135,000 ----PHP135,001 PHP250,000 ----PHP250,001 PHP500,000 ----PHP500,001 PHP1,000,000 ----Above PHP1,000,000 (Mataas Sa PHP1,000,000)----ASK ALL. NOTE: Cheese here refers to all kinds of cheese (including Kraft) Have you bought/used cheese from the past 6 months? Yes / Oo No / Hindi ASK ALL. NOTE: Cheese here refers to the premium cheeses (mozzarella, etc.) Have you bought/used premium cheese from the past 6 months? Yes / Oo No / Hindi

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ROUTE

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S1

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Route S2 TERMINATE

S2

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Route S3 TERMINATE

S3

Based on this list, please tell me which of the following have you used/bought. Mozarella Ricotta Fetta

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Route

TERMINATE IF CODE 1 NOT MENTIONED

MAIN QUESTIONNAIRE PART 1: AWARENESS CHEESE Q1. ASK SPONTANEOUSLY Spontaneous Awareness of Paper Printing Services a. Top of Mind Now, let us discuss about the premium cheeses. Thinking about all kinds of cheese, what comes first to your mind? NOTE TO INTERVIEWER: DO NOT ACCEPT NONE AS ANSWER. b. Unaided Other Kinds of Cheeses Awareness Which other kinds of cheeses are you aware of? PROBE: What else? Anything else?

Q2. SHOWCARD: KINDS OF CHEESE Aided Awareness of Kinds of Cheese Which of the following kinds of cheese are you aware of? PROBE: Which else? Anything else? NOTE TO INTERVIEWER: ASK ONLY AMONG KINDS OF CHEESES NOT MENTIONED IN Q1a/b. KINDS OF CHEESE MENTIONED IN Q1a/b SHOULD NOT BE RECORDED IN Q2.

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PLACE KIND OF CHEESE TOM Q1a OTHERS SPONT Q1b

PLACE AIDED Q2

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1 2 3 4 6 7 8 9 10 Others, specify: 11 Others, specify: 12

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Q3. ASK ALL.SHOWCARD. Source of Awareness for Kinds of Cheese How did you become aware of [READ EACH KIND OF CHEESE AWARE OF IN Q1a/Q1b/Q3]? PROBE: Which else? Anything else?

Q3. KINDS OF CHEESE

Saw/Visited/Lived in the place itself

Recommended by family /relatives.

Recommended by Friends / barkada.

Others (specify ___________ _____)

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PART 2: CHEESE SPECIFICS Q4. PURPOSE OF USE - Cheese You mentioned that you bought/used cheese in the past 6 months. Please tell me if you used/bought these for cooking or just eating. Also, please specify which you use for the most. Cooking Immediate Consumption 1 2 1 2

Code

MOST OFTEN

Q5. USUAL SIZE OF CHEESE. How much cheese do you usually buy in a month? _____________________________ g/kg Q6. FREQUENCY OF PURCHASE How many times do you buy cheese in a month Once a month 2 3 times a month 4 5 times a month Above 5 times a month

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Q7. USUAL PURCHASING SIZE What is the usual size/package of cheese do you usually buy? Kraft Packagings Colored Document Other, please specify: ___________ Other, please specify: ___________

Code 1 2 3 4

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Q8. SIZE OF PAPER USED FOR PRINTING What is the usual paper size that you use when printing documents/ papersin UP? [SA] Legal Letter A4 Other, please specify: ___________ Q9. USUAL MONEY SPENT On the average, how much do you usually spend when availing printing service for the week? PHP _____________________________________________________(put actual amount) PART 3: PRICE SENSITIVITY Q10. SHOWCARD RATING SCALE.

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TOO CHEAP a. At which price would you consider the cost of printing service per page to be TOO CHEAP that you would doubt the quality and will no longer patronize? [SA] CHEAP/ECONOMICAL b. At which price would you consider the cost of printing service per page to be CHEAP/ ECONOMICAL and that you would not doubt the quality and will actually patronize that service? [SA]

EXPENSIVE c. At which price would you consider the cost of printing service per page to be EXPENSIVE that you would still patronize the service? [SA]

TOO EXPENSIVE d. At which price would you consider the cost of printing service per page to be TOO EXPENSIVE that you would never consider patronizing/availing that service anymore? [SA] Too cheap Q10a 1 2 3 4 5 6 7 8 9 10 Cheap/ Economical Q10b 1 2 3 4 5 6 7 8 9 10 Expensive Q10c 1 2 3 4 5 6 7 8 9 10 Too expensive Q10d 1 2 3 4 5 6 7 8 9 10

Price Points per page (in PhP) .25 .50 .75 1 1.25 1.5 1.75 2 Higher than 2, please specify:______ Others pecify:_______ PART 4: TIME SENSITIVITY

Q11. SHOWCARD RATING SCALE. JUST RIGHT a. At which waiting time would you consider the printing service to be JUST RIGHT? [SA]

LONG BUT WILL CONSIDER waiting b. And at which waiting time would you consider the printing service to be QUITE LONG but you would still consider waiting? [SA]

LONG AND WILL NO LONGER CONSIDER WAITING c. And at which waiting time would you consider the printing service to be TOO LONG that you would no longer consider printing in that establishment? [SA] TIME POINTS (in minutes) Just Right Q11a 1 2 3 4 Quite long but will still consider printing Q11b 1 2 3 4 Too long and will no longer consider printing Q11c 1 2 3 4 Page 4

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PART 5: DECISION MAKING AND ATTRIBUTE Q12. CONSIDERATIONS Now let us talk about the things that you usually consider when deciding where you want to avail of a printing service. What is the first thing that you think or consider when deciding printing service establishment to patronize? How about the second thing you think or consider? What is the third thing you think or consider? What is the fourth? What is the fifth? [MA] CONSIDERATION 1 [PROBE] ________________________________________________________________________________________ ________________________________________________________________________________________ CONSIDERATION 2 [PROBE] ________________________________________________________________________________________ ________________________________________________________________________________________ CONSIDERATION 3 [PROBE] ________________________________________________________________________________________ ________________________________________________________________________________________ CONSIDERATION 4 [PROBE] ________________________________________________________________________________________ ________________________________________________________________________________________ CONSIDERATION 5 [PROBE] ________________________________________________________________________________________ ________________________________________________________________________________________ Q13. UNDESIRABLE TRAITS IN AN ESTABLISHMENT Based on your experience, please tell me what are the things that turn you off when availing of a printing service at an establishment? ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ Q14. LIKEABILITY OF PATRONAGE Using a scale of 1 to 5 wherein 1 means Very likely to Patronize Service and 5 means Very likely not to Patronize Service, please tell me how likely you are to patronize the service given the following conditions/characteristics:

CONDITIONS/ CHARACTERISTICS

1 Very likely to patronize service 1 1 1 1 1 1 1

Clean environment Fast service Quality of paper Ink quality Friendliness/service of attendants Ambience of place [light-moderate] Traffic of customers

2 Somewhat likely to patronize service 2 2 2 2 2 2 2

3 May or may not patronize service 3 3 3 3 3 3 3

4 Somewhat likely NOT to patronize service 4 4 4 4 4 4 4

5 Very likely NOT to patronize service 5 5 5 5 5 5 5

Q15. TOP OF MIND PRINTING SERVICE When thinking about all the places that offer paper printing services in UP Diliman, what place comes first into your mind when you want to print a normal document/paper? [SA] TOM: _____________________________________ REASON [MA]: Page 5

______________________________________________________________________________________________________ Q16. PLACE PATRONIZED MOST OFTEN Of all the places that that offer paper printing services in UP Diliman, which place do you patronize the most? [SA] BUMO: _____________________________________ REASON [MA]: ______________________________________________________________________________________________________

Q17. FACTORS THAT TRIGGER CHANGE OF ESTABLISHMENT What factors usually trigger you to change initial printing service establishment in mind? [MA]

______________________________________________________________________________________________________ Q18. PLACE ASSOCIATION Which printing service establishment do you associate the following statements with? STATEMENTS 1. Those who attend to the customers needs are friendly and accommodating 2. Those who attend to the customers needs are efficient 3. Well-groomed attendants 4. Gives correct/ exact change 5. Has high quality paper 6. Has high quality ink 7. Has reasonable prices/Risonableangpresyo 8. Consistent quality of printouts 9. Has variety of print services (e.g. pubmats, id printing, and others) 10. Fast service 11. [Light-moderate] Traffic of customers SC 1 1 1 1 1 1 1 1 1 1 1 Vinzons 2 2 2 2 2 2 2 2 2 2 2 College Library 3 3 3 3 3 3 3 3 3 3 3

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