PROJECT “YUM” - LISTING QUESITONNAIRE

For office use only: Questionnaire SL. NUMBER (WITHIN CENTRE) 0 1

Address of Flat. No. Bldg/Block No.
the selected Street Name Area Name
Household Landmark PIN-CODE
Phone No. with STD Code
Yes No Name Sign Date
Scrutinized (Supervisor) 1 2
Scrutinized (Executive) 1 2
Back Checked (Supervisor) 1 2
Back Checked (Executive) 1 2
Accompanied 1 2
Special Check 1 2
Name of Supervisor Sup. No.
Name of Interviewer Int. No.
Date of Interview (DD/MM/YY)

Starting time Ending Time

Address the housewife.

Good__________ (Morning / afternoon / evening), my name is _________ and I am from Knowledge

Base, a market research company. We are currently conducting a study amongst people like you. Could
you kindly spare some time to answer a few questions?

1. Can you please tell me your age? ____________years POST CODE BELOW

Upto 15yrs : 1 TERMINATE

15-20 years : 2
21-24 years : 3
-----------------------------------------------------------------------
25-30 years : 4
31-35 years : 5 CONTINUE
36-40 years : 6
41-45 years : 7
-----------------------------------------------------------------------
More than 45 years : 8 TERMINATE

CONTINUE IF AGED BETWEEN 25 AND 45 YEARS

Project ‘Yum’ - Listing questionnaire - Kaybase, Aug 2008

2. Could you please tell me the education level of the Chief Wage Earner (CWE) in your household?
By chief wage earner, I mean the person who pays for the maximum portion of the monthly
household expenses.

RECORD VERBATIM THE EDUCATION OF THE CWE: _________________________________

POST-CODE BELOW
CWE
Illiterate 1
Literate but no formal education 2
School – up to 4 years 3
School - 5-9 years 4
School - SSC/HSC 5
Some college but not a graduate 6
Graduate/Post graduate – General 7
Graduate/Post graduate – Professional 8
Not specified 9

3. Can you please tell me the occupation of the CWE? CIRCLE CODE BELOW

RECORD VERBATIM THE OCCUPATION OF THE CWE: _______________________________

CWE
Unskilled worker 1
Skilled worker 2
Petty trader 3
Shop owner 4
Businessman/Industrialist with number of employees:
- None 5
-1–9 6
- 10 + 7
Self employed professional 8
Clerical/Salesman 9
Supervisory level A
Officer/Executive – Junior B
Officer/Executive – Middle/Senior C
Housewife -
Retired E
Student F
Agriculture G

Project ‘Yum’ - Listing questionnaire - Kaybase, Aug 2008

 CIRCLE THE APPROPRIATE CODE IN THE SEC GRID BASED ON THE EDUCATION AND OCCUPATION OF
THE CWE. RECORD SEC BELOW

Literate School
Schoo
but no up Graduate
l Some Graduate/
for to School /
Illiterat S college Post
CWE– education code mal 4 5-9 post
e S but not grad -
-----> ed ye years grad -
C/ grad professional
uca ar general
HSC
tion s
CWE – occupation code
2 3 4 5 6 7 8
↓
Unskilled workers E2 E2 E2 E1 D D D D
Skilled workers E2 E1 E1 D C C B2 B2
Petty traders E2 D D D C C B2 B2
Shop owners D D D C B2 B1 A2 A2
Businessmen/industrialists with number of employees:
- None D C C B2 B1 A2 A2 A1
-1–9 C B2 B2 B2 B1 A2 A1 A1
- 10+ B1 B1 B1 A2 A2 A1 A1 A1
Self employed
D D D D B2 B1 A2 A1
professional
Clerical/salesman D D D D C B2 B1 B1
Supervisory level D D D C C B2 B1 A2
Officers/executives-junior C C C C B2 B1 A2 A2
Officers/executives-
C B1 B1 B1 B1 B1 A2 A1 A1
middle/senior

SEC OF THE HOUSEHOLD

SEC A1 1
SEC A2 2
CONTINUE
SEC B1 3
SEC B2 4
SEC C & others 5 TERMINATE

CONTINUE IF THE HOUSEHOLD BELONGS TO SEC A1 OR A2 OR B1 OR B2.

Project ‘Yum’ - Listing questionnaire - Kaybase, Aug 2008

 1. Which ONE brand comes to your mind first when I say ‘chicken’? RECORD VERBATIM
_________________________________________________________________________

2. Which ONE shop comes to your mind first when you think of purchasing chicken?
RECORD VERBATIM. PROBE FOR NAME OF SHOP AND LOCATION.
_________________________________________________________________________

3. Which other shops come to your mind when you think of purchasing chicken? RECORD VERBATIM
_________________________________________________________________________

4. I have with me a list of shops that sell chicken. Please have a look and let me know which all you
have heard of / aware of?

SHOW CARD “SHOPS” – SHOW SHOP PHOTOS OF OPTIONS GIVEN BELOW

VRK Chicken King :1
Suguna Daily Fressh (SDF) : 2
Pioneer Chicken :3
CAN ADD SOME MORE
MULTICODE

IF CODED 2 ABOVE, ASK Q5 ELSE CODE Q8 (USERTYPE = 1) AND GOTO MAIN QRE

5. Have you ever visited Suguna Daily Fressh (SDF) shop?

Yes, have been to the shop: 1 No, haven’t been to the shop: 2

IF CODED 1 ABOVE, ASK Q6 ELSE CODE Q8 (USERTYPE=2) AND GOTO MAIN QRE

6. Have you ever purchased anything from Suguna Daily Fressh (SDF)?
Yes, have purchased: 1 No, have not purchased anything from SDF so far: 2

IF CODED 1 ABOVE, ASK Q7 ELSE CODE Q8 (USERTYPE = 3) AND GOTO MAIN QRE

7. Do you currently purchase from a Suguna Daily Fressh (SDF) shop?

Yes: 1 No, do not purchase at Suguna Daily Fressh any more: 2

IF CODED 1 ABOVE, CODE Q8 (USERTYPE = 4)

IF CODED 2 ABOVE, CODE Q8 (USERTYPE= 5)
GOTO MAIN QUESTIONNAIRE

8. CODE USERTYPE BELOW

Respondent type
Not aware of Suguna Daily Fressh 1
Aware – Not visited (Non-user) 2
Aware – Visited – Non user 3
Aware – Current user 4
Lapsed 5

Project ‘Yum’ - Listing questionnaire - Kaybase, Aug 2008