INDIAN INSTITUTE OF MANAGEMENT LUCKNOWFruits and Vegetable Buyer Behavior

I. General Profile of Respondent & household characteristics

1.1Location (1-Urban, 2-Rural) 1.2 Address: _____________________________1.3 Gender (1-Male, 2- Female)1.4 Age________________

1.5. Education (1-Illiterate, 2-Literate, 3-Primary/JHS, 4-Sec/HS, 5-Grad., 6-PG, 7-Diploma)

1.6 Occupation (1-Govt. serv., 2-Private job, 3-HW, 4-Stu., 5-Ret., 6-Business, 7-Labourer, 8-Unemployed)1.7 Occupation of spouse_______________________(mention code as for occupation)1.8 Marital status (1-Married, 2-Unmarried) 1.9 Family type (1-Vegetarian, 2- Non-vegetarian) 1.10 Total family members: Adult Male________ Adult Female____________Children_______1.11 Working members: Male ___________Female_______________1.12 What is your total monthly household income (from all the sources)? (Tick √)

a) < Rs. 5000 b) Rs. 5000 - Rs. 10000 c) Rs. 10001 – Rs. 15000 d) Rs. 15001 – Rs. 20000 e) Rs. 20001 – Rs. 25000 f) > Rs. 25000

1.13. What type of food do you prefer to eat?a) Vegetarianb) Non-vegetarian

II. Consumers’ Buying Behavior & Household Demand Assessment

S. No.

Foods Quantity /week(Kg/u

nit)

Value /week(Rs.)

Source1

A Fruits

1.2.3.4.5.6B Vegetabl

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es

1.2.3.4.5.6.

2Source-1/ hawkers, 2/ roadside shop, 3/nearby vendor shop, 4/local market, 5/super market/hypermarket, 6/mandi, 7/other

2.2 How do you prefer to buy through the following alternate combinations of facilities offered for purchasing fruits & vegetables items?

(Rank following 11 combinations: No two alternate should have same ranking )(1-most prefer,……………………….11-not at all/least prefer)

Com. No.

Location Price Freshness Variety of fruits and vegetables

Rank

Super Store(Big

bazaar/Spencer etc)

Equal to market price

High Wide choice

Roadside shop

Equal to market price

Low Limited choice

Hawker Equal to market price

Moderate Limited choice

Roadside shop

More than market price

High Limited choice

Super Store(Big

bazaar/Spencer etc)

Lower than market price

Low Limited choice

Roadside shop

Lower than market price

Moderate Wide choice

Hawker More than market price

Low Wide choice

Super Store(Big

bazaar/Spencer etc)

More than market price

Moderate Limited choice

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Hawker Lower than market price

High Limited choice

Super Store(Big

bazaar/Spencer etc)

Lower than market price

High Wide choice

Super Store(Big

bazaar/Spencer etc)

Equal to market price

Low Wide choice

Section 3

Please indicate your degree of agreeness to following life style and attitude statements which is close to your personality by checking the most appropriate number. The meaning of the numbers is specified in the columns above the number.

1= Strongly Disagree……. 5=Strongly Agree

1-S

trong

ly Disa

gree

2-D

isagre

e

3-N

eutral

4-A

gree

5-S

trong

ly Agre

e

1.I often seek out the advice of my friends regarding from where fruits and vegetables to purchase

1 2 3 4 5

2.My neighbors usually give me good advice regarding from where fruits and vegetables to purchase

1 2 3 4 5

3.A person can save a lot of money by shopping cautiously for fruits and vegetables

1 2 3 4 5

4.I buy less vegetable and fruit because of rising prices 1 2 3 4 55.I make fewer shopping trips for vegetables and fruits because of high cost of transportation

1 2 3 4 5

6.I make purchases of vegetable and fruit only when there is a need, not on impulse

1 2 3 4 5

7.In the period of rising prices, spending excessive amounts of money on fruits and vegetables is ridiculous

1 2 3 4 5

8.I like to go to fruit and vegetable outlet to see what is new 1 2 3 4 59.I find myself checking the prices in fruits and vegetables outlets even for small items

1 2 3 4 5

10.I have full control on my own destiny 1 2 3 4 511.Everything is uncertain, who knows what will be my fate in future

1 2 3 4 5

12.My fruits and vegetable shopping is strongly influenced by people I admire

1 2 3 4 5

13.I have more self confidence of my own ability in purchasing fruits and vegetables

1 2 3 4 5

14.I am loyal towards my preferred fruits and vegetable store 1 2 3 4 515. I always like to shop in many fruits and vegetable stores 1 2 3 4 5 INDIAN INSTITUTE OF MANAGEMENT, LUCKNOW Page No. 3/5

16. I feel suffocated whenever I am kept for a long time in small groups and quiet.

1 2 3 4 5

17.Five years from now my income will be probably a lot higher than it now

1 2 3 4 5

18.I always be preferred to be in crowd , parties- anything for fun 1 2 3 4 519.I consume more low calorie foods than the average human being 1 2 3 4 520.I always prefer to consume diet foods at least one meal a day 1 2 3 4 521.In general, I prefer to consume more calorie fast food 1 2 3 4 522.Our family income is high enough to satisfy nearly all of my important desires

1 2 3 4 5

23.My income is high enough 1 2 3 4 524.Shopping of fruits and vegetables does not interest me at all 1 2 3 4 525.I just love shopping for fruits and vegetables 1 2 3 4 526.I love to shop fruits and vegetables along with grocery and other household items from one store

1 2 3 4 5

27.I love to purchase fruits and vegetables from vegetable store and other household items like groceries from other specialty store

1 2 3 4 5

28.I do not see any reason to shop in selective fruit and vegetable store

1 2 3 4 5

29.I want to shop from selective fruit and vegetable store where I will get expert advice

1 2 3 4 5

30.I like to know what I am buying, so I often ask questions in stores where I shop for fruits and vegetables

1 2 3 4 5

31.Before I go shopping for food, I make a list of everything I need 1 2 3 4 532.Usually I do not decide what to buy until I am in shop 1 2 3 4 533.To me naturalness of the fruits and vegetables that I buy is an important quality

1 2 3 4 5

34.I prefer to avoid fruits and vegetables without additives such as artificial color etc.

1 2 3 4 5

35.I find taste in fruits and vegetables important while purchasing 1 2 3 4 536.It is more important to choose fruits and vegetables products for their nutritional value rather than for their taste

1 2 3 4 5

37.I prefer fresh fruits and vegetables to canned or frozen fruits and vegetables

1 2 3 4 5

38.We use lot of ready to eat foods in our household 1 2 3 4 539.Frozen foods accounts for a large part of the food products I use in our household

1 2 3 4 5

40.Going out for dinner is a regular part of our eating habits 1 2 3 4 541.We often get together with friends to enjoy on causal dinner 1 2 3 4 542.I do not like to spend much time on cooking 1 2 3 4 543.Being praised for my cooking adds a lot to my self esteem 1 2 3 4 544. Eating is to me a matter of touching, smelling, tasting and seeing, all the senses are involved. It is a very exciting sensation

1 2 3 4 5

----Thank you very much for taking the time to participate in the survey ----

Thank You***************************

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