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Fruitzone India Limited (B)
Fruitzone India Limited (B)
Fruitzone India Limited (B)
PROJECTIVE TECHNIQUES
Projective market research techniques use a disguised approach and involve asking questions
which prompt respondents to project underlying motivations, attitudes and feelings. They tap
into the subconscious mind to uncover deep-seated beliefs and associations for packaged juice
products, which could throw in new parameters to judge and position the product, and thus
identify a better targeting strategy. Two techniques, namely, word based association and
sentence completion were employed. In word association, a set of seven words, called test
words, was chosen and was presented to the respondent one by one and he was asked to say
the first thing which came to his mind on hearing the word. The test words and the objective
behind including them in the set are provided in Exhibit 1.
In sentence completion, a guided stimulus was used to help gain information about the
perception of and preference for juices in general and the scope for sugarcane juice in particular.
The consultants gave incomplete sentences to the respondents and asked them to complete
them with the words or phrases that came to their mind first. See Exhibit 2 for incomplete
sentences used in the test. The responses for both word association and sentence completion are
shown in Exhibits 3A and 3B respectively. All the respondents for these tests were obtained by
mall intercept and either a word association or sentence completion was conducted with them
at random without revealing the research motives, to avoid any inherent bias.
The consultants also prepared a justification for each research question and came up with a
document that clearly stated the reason for each research question.
1. What is the willingness to buy the product as compared to other fruit juices and soft
drinks in the market?
Reason: This will help us to gauge the potential among non-buyers of loose sugarcane
juice due to other concerns like hygiene, less availability etc.
3. What is the price that customers are ready to pay for sugarcane juice?
Reason: Currently sugarcane juice is mainly available in unorganised small outlets at
low prices, so for such a product, what will be the price consumers would be willing to
pay if it is made available by an FMCG company like PepsiCo?
6. What are the taste variants that customers prefer in sugarcane juice?
Reason: Currently sugarcane juice is available with some additions like masala, lime
juice etc. which customers prefer. So this question will help in finding out the best
flavour additions that need to be included in the product.
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After completing the projective studies and justifying the research questions, the consultants felt
that the customer segments for fruit juices could be better classified based on consumer buying
behaviour rather than on demographics or socio economic classification. They decided to
incorporate questions for classifying customers by behaviour and use that as their basis for
analysis of the data from conclusive research. Based on secondary research, the consultants
decided to classify the customers into five categories, Information Conscious (IC), Health
Conscious (HC), Price Conscious (PC), Convenience Conscious (CC) and Novelty Tryers (NT).
See Exhibit 4 for the classification questions.
The questionnaire for conclusive research was structured to have three sections.
Section 1: Survey respondent contact details and declaration by the survey collector
It included questions that would screen non-consumers of packed fruit juice and people
associated with the media or beverages industry. Basic demographic details of the participants
and socio economic factors were also recorded in this section.
Section 3: This was the main section of the questionnaire and was subdivided as follows
Questions 1-3: Customer’s current brand awareness, brand and purchase location preferences
Question 4: Classification of customer buying behaviour into one of the five categories
Question 5-12: Customer preferences for brand, fruit juice flavours, package type, size, prices,
relative importance of juice attributes for packed fruit juices in general
Questions 13-23: Customer preferences for package type, size, prices, relative importance of
juice attributes, purchase locations and turnoffs for sugar cane juice. This section also included a
few pictorial questions that showed the potential product positioning for the customers.
QUESTIONNAIRE PRETESTING
Each of the questions in the conclusive research questionnaire was mapped to one of the
research questions. Some repetition in questions was done to check for consistency of the
responses. For example, brand and flavour preferences were tested both during oral screening
and also during the administration of the main section of the questionnaire. The questionnaire
was also translated into Hindi to give survey respondents the choice of their language.
IMI wanted to assess whether the intended question was getting across to the respondents in an
unambiguous manner, so a pretesting of the questionnaire was done. The procedure involved
administering the survey to three respondents and asking the respondent to think aloud as to
what he understood from the survey questions, and how exactly he had arrived at the response
for the particular question. The other point of focus was the set of alternatives provided for each
question and their mutual exclusiveness and collective exhaustiveness.
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For example, one of the questions asked about the point of purchase and had options Airports,
Railways etc. The respondent pointed out that options like railways and airports themselves
had retail outlets/stores within them, which resulted in their being no different from the retail
stores. They also said that once in a while visits to these places might not represent their day-to-
day buying behaviour. These options were done away with and the rest were consolidated.
Preeti asked IMI to include questions that would assess the reasons for potential concerns
among regular packaged juice consumers for sugarcane juice in a similar packaged form. She
felt that understanding the underlying concerns of consumers for packaged sugarcane juice was
critical in evaluating the feasibility of the product and also in developing marketing strategies
that addressed these concerns. This led to the incorporation of question number 15 which asked
the survey participants to rate the reasons for their non-preference for sugarcane juice on a 7-
point Likert scale. Incorporating suggestions from Preeti and also making the changes based on
the pretesting results, the conclusive research questionnaire was ready. Ideally, IMI would have
liked to test the revised survey questionnaire, but due to lack of time and the nature of changes
which were minimal, the consultants believed that the questionnaire was good for field
administration.
Preeti informed the consultants that she would like them to conduct the market research study
with a strong focus on Ahmedabad, the city where they were likely to do the test marketing and
only then take it for a pan India launch.
WHAT NEXT?
The consultants have to come up with a data analysis plan to derive meaningful
recommendations on whether to launch sugarcane juice and if yes, what should be the market
positioning of such a product. Preeti had asked the consultants to provide their
recommendations in a couple of days. The R&D division would start working on the sugarcane
juice project as soon as the consultants gave their recommendations.
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Exhibit 4: Questionnaire
Cover Letter
Project – Beverages / Fruit Date: / March /2014 Location:
Juices
Respondent Name: Address:
DATA SUPPLIER DECLARATION- I declare that the respondent, whose name and address appear
above, was unknown to me until the interview. I confirm that, before returning this questionnaire, I have
checked that it was carried out in accordance with the Market Research Society of India’s code of conduct
(MRSI Link) and instructions designed by our research study group. I understand that the information
given to me during the interview must be kept confidential.
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Are you, or is any member of your immediate family employed in any of the
Yes
1a following?
a. Market Research Company
b. Beverages Company
c. News Media - Television, Radio, Newspaper
No
1b Do you prefer to drink packed juices? Yes No
Please tell me the level to which the Chief Wage Earner (Father / Mother / Husband) of your
household is educated? By Chief Wage Earner I mean the person who contributes the most to
2a the household expenditure.
Education of Chief Wage Earner Graduate Postgraduate Other
(Father / Mother/ Husband)
Please tell me the current occupation of the Chief Wage Earner (Father / Mother / Husband)?
2b Occupationof Chief Wage Earner (Father / Business SalariedGovt. Salaried
Mother / Spouse)? Private
Age of the Below 18-20 yrs 21- 29 yrs 30-50 yrs 50 yrs +
4 Respondent 18 yrs
5 Gender Male Female
Respondent Salaried Business Home maker Student
6
Profession
Respondent Education Class VI Class XII Graduate Postgraduate
7 ( Tick the highest level
attained)
Family Annual Income 1-4 4-8 8-18 18+
8
level (lakhs)
10 Do you own a home Yes No
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1 When you think of juices, which brands are you aware of? (Tick all that apply)
Tropiviva Rael Second Maid Hravest
Froty Nimbhooz Slize Raasna
Gaterrade Taang Hussna Dulmontte
Apphy Others Maaasa Tsinga
2 What are the places from whereyou buy juices? (Tick all that apply)
Pharmacy Grocery Chains Juice bars Restaurants
Airports Movie theaters Railway Stations Fast Food Centers
Mall Food Courts Kirana Stores Bus Stations Road side vendor
Others
For each of these brands how likely are you to buy them? Please rate on scale of 1 to 7
3
1 – Unlikely 7– Highly Likely
Froty 1 2 3 4 5 6 7
Tropiviva 1 2 3 4 5 6 7
Rael 1 2 3 4 5 6 7
Second Maid 1 2 3 4 5 6 7
Hravest 1 2 3 4 5 6 7
Raasna 1 2 3 4 5 6 7
Nimbhooz 1 2 3 4 5 6 7
Slize 1 2 3 4 5 6 7
Maaasa 1 2 3 4 5 6 7
agree nor
Disagree
Disagree
disagree
Please read the following statements carefully and indicate
Strongly
Strongly
Neither
Agree
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agree nor
Disagree
Disagree
disagree
Please read the following statements carefully and indicate
Strongly
Strongly
Neither
4 the response that most nearly reflect your opinion
Agree
Agree
I read the information sheet given at grocery malls
I am the kind of person who would try any new product once.
I exercise regularly
I use the coupons in the information sheet given at grocery malls
I buy and stock up products when they are on sale
I notice when prices of items that I buy change
I work more than 12 hours every day
I like the challenge of doing something new.
I like ready to eat foods and eat them often
Among items of same quality, I often buy the lowest cost item
6 For each of these juice flavors how likely are you to buy them? Please rate on scale of 1 to 7
1 – Unlikely 7 – Highly Likely
Sugarcane 1 2 3 4 5 6 7
Apple 1 2 3 4 5 6 7
Orange 1 2 3 4 5 6 7
Mango 1 2 3 4 5 6 7
Mixed fruit 1 2 3 4 5 6 7
Lemon 1 2 3 4 5 6 7
Grape 1 2 3 4 5 6 7
Pomegranate 1 2 3 4 5 6 7
7 For your most preferred juice flavor what is your package preference
(circle the rank in each option)
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Neither agree
nor disagree
Disagree
Disagree
Strongly
Strongly
Please read the following statements carefully and
Agree
Agree
8 indicate the response that most nearly reflect your
opinion
9 Your preferred size for buying packaged juices (circle the rank in each option)
150 ml 1 2 3 4 200 ml 1 2 3 4
500 ml 1 2 3 4 1 Litre 1 2 3 4
10 The right price for 200 ml of packed fruit juice is (circle the rank in each option)
Rs. 10 1 2 3 4 Rs. 20 1 2 3 4
Rs. 15 1 2 3 4 Rs. 25 1 2 3 4
11 The right price for 1Litre of packed fruit juice is (circle the rank in each option)
Rs. 50 1 2 3 4 Rs. 80 1 2 3 4
Rs. 70 1 2 3 4 Rs. 100 1 2 3 4
13 Which of these following ways/forms do you want to consume packed sugarcane juice
1-most desired, 7- least desired, 4-neutral.
As a breakfast juice 1 2 3 4 5 6 7
As a summer re-hydrant 1 2 3 4 5 6 7
As a welcome drink to guests at home 1 2 3 4 5 6 7
As a health drink for my kids 1 2 3 4 5 6 7
As a health drink for the old people at home 1 2 3 4 5 6 7
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14 You will prefer to purchase packed sugar cane juice at (circle the rank in each option)
Stalls in malls / cinema
Kirana stores 1 2 3 4 1 2 3 4
theatres
Railway station/Airports/
Retail outlets 1 2 3 4 1 2 3 4
Bus station
16 For packed sugarcane juice, you prefer to buy the juice in (circle the rank in each option)
Tetrapak 1 2 3 4 PET bottle 1 2 3 4
Glass bottle 1 2 3 4 Cans 1 2 3 4
17 Which of these attributes will you prefer to buy packed sugarcane juice(rank all options)
1-most desired, 7- least desired, 4-neutral.
Healthy 1 2 3 4 5 6 7
Price 1 2 3 4 5 6 7
No Preservatives 1 2 3 4 5 6 7
Energy 1 2 3 4 5 6 7
Taste 1 2 3 4 5 6 7
Brand Trust 1 2 3 4 5 6 7
Pure / 100% Juice 1 2 3 4 5 6 7
Discounts / Offers 1 2 3 4 5 6 7
Convenient Size Pack 1 2 3 4 5 6 7
Availability at Store 1 2 3 4 5 6 7
Freshness 1 2 3 4 5 6 7
18 The right price for 200 ml of packed sugar cane juice is (circle the rank in each option)
Rs. 10 1 2 3 4 Rs. 20 1 2 3 4
Rs. 15 1 2 3 4 Rs. 25 1 2 3 4
19 The right price for 1 Litre of packed sugar cane juice is (circle the rank in each option)
Rs. 50 1 2 3 4 Rs. 80 1 2 3 4
Rs. 70 1 2 3 4 Rs. 100 1 2 3 4
20 What will be the most likely reason for you not preferring packaged sugar cane juice? 1-most
likely 7- least likely, 4-neutral.
Not good for
1 2 3 4 5 6 7
diabetics
Don’t like the taste 1 2 3 4 5 6 7
Don’t like its color 1 2 3 4 5 6 7
Might not remain
fresh for long/less 1 2 3 4 5 6 7
shelf life
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Please circle the item that you would most likely buy in the store. Please quote a price you would pay in
the box below
Price
Please tick the item that you would most likely buy in the store. Indicate the price you are willing to pay in
the box below
Price
Circle the rank for each of the following items according to your buying preference and quote a price for
each.
Rank 1 2 3 1 2 3 1 2 3
Price
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