Consumer Assignment Questionnaire

Assalamualaikum, before we begin:

1. I am conducting this interview for a project. This research is designed to help us understand the
differences or lack of, in lifestyle, unmet needs, and future aspirations of consumers from
different SECs. And we also want to understand the consumption patterns of individuals in
response to the ongoing boycott related to the Palestine-Israel issue and towards Israeli-based
brands from the different SECs. Your valuable insights will contribute significantly to our
understanding of how current geopolitical events influence consumer choices.
2. So, your identity and profile will not be revealed. We are interested in the aggregated insights
from the interview.
3. You have a right to withdraw your participation at any point.
4. There are no right or wrong answers. We are interested in the real insights, your reality, and your
opinion.
5. In case you find anything unethical, you may get in touch with the institution.
Do you agree to all this and would like to continue the interview? (Yes) Could you please fill out this
consent form?
 Can I please know your name, age, and marital status?
1. What do you do for a living?
2. What are your personal and professional goals in life? ap kaisay zindagi guzarna chahtay hain?
3. How far along have you studied?

Demographics:

4. Are you the sole earner of your family? (if no, who is the other earner? What do they do? Are
they engaged in only one job or more? Have you ever considered working? When? Why? Why
didn’t it work out?)
a. What is the education of the other earner
5. Do you have any other sources of income in your family?
6. How much do you earn on average per month? (ask for the other earner as well)
7. How many people are there in your house? Additional helping staff? (or collectively, ages of the
people, relations)
8. Where do you live and is it on rent/own property? (kitni stories ka ghar hai/ kitnay bedrooms ka
apartment hai? Pooray mein hain ya shared hai? Apna hai, kia apnay koi portion rent pei diya
hai?)
9. What are your means of transportation? (if car, ask if they own it, when did you buy it, was it a
replacement? Ask for the other wage earner as well, do they collectively share or have separate
means of transport? Bachay konsi transport use kartay hain? Do you ever use public transport?
When, where)
10. Are there any appliances you use at home for daily convenience
a. Must categories: TV, fridge, deep freezer, microwave, iron, washing machine, AC
b. If yes, could you specify what kind and what brands? Why did you choose these? When
did you get them? How often have you had to replace them? Which appliance have you
had to change most often? Din mein kitnay ghantay aur kab use hotay hain? Did you buy
it on lump sum or installments
 11. Apkey ghar mein kitney devices hain? Phones (what brand, when bought, how often replaced?),
laptop (same), headphones

HH Income management:

1. How much of your income do you think goes into paying rent/electricity/gas bills (gas supply or
cylinder? Electric stove or gas stove? Do you have electricity backups like solar, UPS, generator,
when did you get them, why?)
2. How many household members are studying? (what is their level of education, where are there
studying, is anyone on FA?) How much of your income goes into paying their educational bills?
(ap paisay side pei kuch savings karahay thay for education) (if in school, where do you want to
see them study/ if want to continue schooling)
3. What sim do you use? What package do you get for communication bills? (Monthly, zaroorat-
paray etc, why this? Have you ever changed a sim?)
4. Do you have a separate internet device in your house? (how costly, what package) why this?
5. How often do you commute and to where? What would be the average monthly cost of fuel for
this? Kitna often tail dalwatay ho haftay mein (how often?)
6. Do you have a hometown? How often do you visit your hometown? What transport? (How
costly is it?) What is the average cost of transportation?
a. When did you move to this city? Why? With who?
b. Have you faced any struggles in adjusting to this city? What?
c. How do you think daily life is different from life back in your hometown?
d. Do you send money back to your hometown? How often? What service/ way do you
use? How satisfied are you with the service?
7. What does a typical week look like for you? The weekdays and the weekends? How do you start
your day (what products are you using?) (in all activities find what they are using, SKUs, what
are they seeing, if a local/international specific product, have you bought it recently or have
been using it?) (HH DYNAMICS)
8. How often do you go out with your family? Where do you usually go to? How do you decide this
(what factors affect this decision like the pricing of tickets)? How do you set the budget? What
transportation do you use? How do you decide what to eat? How much time do you spend
outside on average? How often do you prolong your plans?
9. What kind of media entertainment does your family consume? (Pakistani dramas, Kdramas,
Netflix, downloaded movies like Utorrent, free websites etc.) Do you watch it on your TV or
phone? What kind of TV or Phone is used? Paid full or installments? When did they buy it? How
often is TV used in your house and for what channels? Why?
10. Do you spend money on self-care? (How much does it cost, how often do you do it, what
prompts you? why/why not?)
a. going to the salon, investing in skin care like lotion what brand do you use, if this is
unavailable what do you do?
b. hair cut from where or on their own? How often?
c. hair care what do you use to wash your hair and what brand of Shampoo,
conditioner,
d. Ap dant kaisay saaf kartay hain? How regularly do you use toothpaste? For how long
have you been using it?
e. other accessories, any extra special treatment for yourself?
11. Do you have any other hobbies that cost you money? Like buying books etc? why? (activity –
cost, from where do they get it from, how frequently)
 12. What are some special events for you? How do you financially prepare for them? (Upcoming
events, Eid, Shaadi? Do you get Eid bonuses? Where do you spend it? What factors help you
decide? Baqara Eid pei qurbani kaisay kartay ho, kis cheez ki kartay hain, janwar kahan sey latay
hain, do you use any services?)
13. How do you handle unforeseen circumstances? Can you recall any example for me?(prompt for
consumptions in here) (hospitals, emergencies, death, weddings, etc. loans so from who,
savings, other investments, is your medical free?

Consumption:

14. How often do you shop for groceries? From where? How often do you use home delivery
services? How much of your income % do you think goes into it? why from there? Since the
beginning? Why changed?
a. How often do you shop for kitchen supplies like vegetables and fruits and from
where? Why/why not from the supermarket?
b. Is there anything that is not available at your supermarket? Koi aisi cheez jo aap ko
alag se leni hoti hai. (Ex ammi sauda supermarket se leti hain lekin meat kahin aur se
aata hai)
15. What matters most to you when making a purchase decision? Ap kia dekhtay hain/ ahmiat
deitay hain jab ap koi cheez khareedtay hain? Konsi cheez ap compromise nahi kartay? Why?
Has this evolved?
16. Do you have specific brands you always buy for daily use products? (give example if needed)
a. How did you come to choose these brands? Why these brands, what do they mean
to you?
b. Does the product size (chota pack etc) matter to your decision and if yes, for which
brands? Kia kabhi product quantity key sath maslay hotay hain jaisa masala kam
parh gaya ya ziada hokar kharab hogaya?
c. Are there any brands that you consistently choose over others? If yes, what
contributed or created this loyalty? Since when?
d. If these are unavailable, how do you decide which one to go for? Can you give me
some substitution examples (mention some categories). Did you like them? What’d
you think?
17. Are there any products or services you currently use to address any specific needs in your
life? So like any soft wares, dental solutions, lactose-intolerance milk, prescription glasses
etc. Needs that are specific to you. (get the names)
a. How satisfied are you with the existing solutions available in the market?
b. How could these solutions be improved more to fulfill your needs?
c. Are there any other current gaps in your everyday life that can be met with
innovative or specially designed solutions? So basically an un-catered need in your
life.
Thank you so much, if you’re okay with it, I’ll move on to the second part of my interview now.
Ongoing conflict:
1. What do you know about the situation in Palestine?
2. What is your view of the situation? What affects you the most about this situation?
Impact on the world:
 1. How do you think this conflict has changed the world around you?
2. Do you view the world differently? How did you notice this in yourself, apney actions mein? Any
example?
Impact on consumption:
1. Has the situation nudged you to change anything in your consumption routine?
2. What did you change? (Category, brands boycotted, new brands in usage)
a. How did you learn about the brands that were to be boycotted?
b. WHY: What was the reason? (Motivation to boycott)
c. How do you feel about it *the need to change your consumption*? Abh ap ko kaisay
lagta hai?/ How does that make you feel? Why? (Sentiment about boycott. For example,
do they consider their consumption outcome to be better; if yes, why; if no, why)
d. Was it challenging to boycott these brands?
e. Was there any brand on the boycott list that you haven’t been able to quit due to a
certain necessity? s
f. Can you describe any emotional connections you had with certain brands? Why were
they there? Did you boycott them? How did you boycott them? How do you feel now?
3. How did you decide on the new or alternative brands?
a. Were you satisfied with the alternatives you found in the market?
4. Do you think that changing your consumption patterns makes a difference?
5. If the situation gets better, would you go back to your old consumption patterns?
Closing:
1. Thank you for your participation. This was very insightful.
2. May I contact you a second time, should there be a need for further clarity.