1.

Introduction: 5 mins

To get a basic profile of the consumer:

Age
Gender
Drinking habits: age of first drink consumed, type of alcohol consumed first

2. Most preferred drink currently

( Hint : Beer, Vodka, Whiskey, Rum etc )

3. Reason for such a preference

( Poke only if required: Price, taste, alcohol content, availability )

4. Occasions where alcohol is usually consumed, kind of company (family, colleagues, etc)

5. Preference order of the following

beer___ wine___ whiskey____ vodka____ rum_____

6. Reason for above preference:

( Note down the impromptu reaction and the reason)

7. Vodka brands consumed?

8. How many and which can you recall

( No hints, wait for a mintue to let him/her recall whatever they can )

9. Categorise the above as premium and non-premium

(Note down the reaction. For the brands that they can’t categorise, mark as not sure)

10. Basis for the above categorisation:

(Hint :price, distribution(retail outlets), brand communication)

11. Influencers for vodka buying behavior?

( Hint: Brand, price, communication, recall, taste, usability (in cocktails), advice of wine shop owners )

12. What do you associate vodka with?

( Only if needed, poke : Any particular gender, feeling/emotion, occassion, time of the day, company/people)

13. Favorite vodka brand with reason :

( Hint for reason and neccesary details to be taken: characteristics that they look for, flavour, variants)

14. What comes to your mind first when i mention:

( Note the reaction and how he/she describes the brand )
a) Smirnoff:
b) Absolut:
c) Grey goose:

15. Perception about Absolut?

( Hint : overall Good or bad? User or non-user? For either, why?)

16. Given a choice, which brand would you prefer above Absolut and why?
( Poke if necessary : Grey Goose )

17. How was brand awareness developed?

( Hint if needed : Was it while shopping at a wine shop, at bars/pubs, promotional sponsorship activities)