ANNEXURE

INTERVIEW SCHEDULE
CONSUMERS’ BUYING BEHAVIOUR TOWARDS BRANDED
MULTI UTILITY VEHICLES(MUVs) AND SPORTS UTILITY VEHICLES(SUVs)

1. PERSONAL FACTORS
1.1. Name and Address
1.2. Age
less than 25 years 26-40 years 41-55 years
56 years and above

1.3. Educational Level

No formal education School level College level
Professional Qualification other pls. Specify _________

1.4. Occupational status

Agriculture Business Employed
Professional other pls. Specify________

1.5. Family Size

2 Members 3 Members 4 Members

Above 4 Members

1.6. Family Monthly Income

Less than Rs.10000 Rs.10001–Rs.20000 Rs.20001-30000

Rs.30001 and above

2. VEHICLE OWING STATUS

1.1. Name the Brand MUV/SUV you own
Mahindra & Mahindra Toyota Tata
Chevrolet (General Motors) Ford Honda
Hindusthan Motors Maruti Force
Hyundai

State the model of brand possed.

IMahindra and Mahindra

Bolero Zylo Scorpio Voyager

II Toyota
Qualis Innova
III Tata
Safari Sumo Indigo marina

IV. Ford
Endevour Fusion

V. Chevrolet
Tavera Forestor

VI Maruthi

Omni Zypsy

VII. Other

CR-V Tucson Pajero Crusier

III. AWARENESS AND FACTORS INFLUENCING PURCHASE DECISION

a. Purpose of Usage
Stage carrier Contract carrier Goods Carrier
Personnel carrier

b. Usage of Vehicles

Plains Hilly Regions Both

3.2 State the medium or mode through which you learned about the vehicle

a. Personal mode

Friends Relatives Colleagues

b. Non-personal mode
Notices Hoardings Newspapers& Magazines
Radio Commercials Road Shows
Television Commercials Commercials on the net

c. State the features of the product that influence your purchase decision

Very Very
Factor High Neutral Low
High Low
Convenience (Driving)
Seating capacity
Quality of plastic
 Price
Availability
Service network
Size/Style
Engine power & Pick up
Design

Mileage
Electronic brake force distribution
system (EBD)
Anti lock braking system (ABS)
Fog lights
Rear seats with split fold facility
Air bags for all the occupants
Power steering
Power window
Central lock
Alloy wheels
Body Appearance
Spacious interior
Commodious carriage space with a
high bale carrying ability
Sturdy exterior

IV. BUYING BEHAVIOUR AND PERCEPTION

4.1 Nature of Vehicle Owned

Diesel Engine Petrol Engine Alternative Fuel

Purchase decision taken by

Self Combined (Family Members)
Combined (Senior Officials)

What among the following feature (Usage, performances and Maintenance) do you
feel are important. (5 means most important and 1 least important)

Perception 5 4 3 2 1
Quality
Body Structure
Engine
Tyres
Paint quality
Fuel Efficiency
Engine Performances
Engine capacity
Transmission Power
Accleration
 Fuel Emmision level
Suspension
Break
Clutch
Cock pit
Air Conditioner

Passenger safety
Child Proof gear
Door locks
Central locking
Perception
Front rear head and
Ramps
Foot Rests
Day & night mirror
Vehicle safety
High mount brake light
Power steering
Ground Clearance
Rear window defroster
Side Protection
Mouldings
Door
Crumbled zones
Air Bags
Ease of handling
Riding Comfort
Turning radius
Power steering
Comfort (Interior)
Seat interiors
Leg Room
Space of cabin
Turning space
Music system
Style (Exterior)
Aerodynamic body
Glossy look
Metallic /Pearl finish
Electrical and
Electronic Features
Head Lightings
Wiper
Instrument panel
Power Windows
Electronic start
Horn
 4.4 State your Behavioural Intentions (Agreeability) towards MUV. SUV

Neutral

Highly disagree
Strongly agree

Disagree
Agree
Variables Perceptions

Using MUV/SUV make me smart in my work

Using MUV/SUV would make my shopping easier
Perceived Using MUV/SUV save my time
Usefulness Using MUV/SUV makes my commitments enjoyable
Overall usage of MUV/SUV was useful
With the help of MUV/SUV, I can accomplish my
tasks
Mental effort quickly to clear the fault, happens in
Perceived MUV/SUV is tiering
Ease of The task of moving distance is reduced
use Multi tasking is made possible
Learning to operate the MUV/SUV is easy for me
Using the MUV/SUV I could be able to accomplish
more work than my normal duties
When I hear about new technology- I try to adopt in
Personal my MUV/SUV
Innovative I dont want to experiment with new technology
ness I am usually the first to try new technology
I like to experiment with new information technology
I like to suggest the branded MUV/SUV to my friends
My close friends appreciate the model of my
Social MUV/SUV
Influence My family members are comfortable with my
MUV/SUV
My peers appreciate the time management of mine
I trust my MUV/SUV which helps me in difficult times
I am not worried about my security while using
Perceived MUV/SUV
Credibility My SUV/MUV permits to make all commitments of
mine whether Personal or official
I am concerned about my MUV/SUV
Using MUV/SUV fits into my work style
Compatibi Using MUV/SUV fits well with my life style
lity Using MUV/SUV is compatible with all aspects of my
work
I intend to get more details about MUV/SUV
Behavior I intend to update technologies on the MUV/SUV
Intention I intend to use frequently in my personal life
My MUV/SUV cannot be separated in my life
 V. LEVEL OF SATISFACTION
State your level of satisfaction towards the product features

Highly
Factor Satisfied Neutral Dissatisfied Highly Dissatisfied
Satisfied
Convenience
(Driving)
Quality
Cost of Vehicle
Availability
Service rendered
Size/Style
Design
Mileage

Superior Technology
Electronic brake force
distribution system
(EBD)
Anti lock braking
system (ABS)
Fog lights
Rear seats with split
fold facility
Air bags for all the
occupants
Power steering
Power window
Central lock
Alloy wheels
Sophisticated body
(Luxury & Comfort)
Commodious carriage
space with a high bale
carrying ability
Spacious interior
Sturdy exterior
Utility
Vehicle Maintenance
cost
Ruggedness of vehicle
 State your opinion on the after sales services offered by the dealers

Very Very
Factor Good Neutral Poor
Good Poor
Guaranteed Services (For Specific
Kilometers usage)
Mobile Van Services
Availability of spares
Service Charges
Customer Care and Responses
Information on specific date for
services.

5.3. Additional services offered- specify

5.4 Give your valuable suggestions to the company(of your MUV/SUV) to improve its Brand Image.
(List at least 3)

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