Dear Respondent,

Greetings!

For over 100 years, we have catered to your sweet tooth cravings. To know you and your tastes
better, here is a short 10-minute survey. Responses to this survey would be kept confidential and
would be used by The Hershey Company, only to understand the market.

Thank you for helping us serve you better!

PART A: Demographics

1. Age
a. 0- 10 years
b. 10- 20 years
c. 20-30 years
d. 30-40 years
e. 40-50 years
f. Above 50 years
2. Gender
a. Male
b. Female
c. Others
3. Occupation
a. Student
b. Employed
c. Not Employed
d. Retired
4. Average monthly income
a. Less than $4000
b. $4000-$10,000
c. More than $10,000

PART B: Preference

Allocate 100 points among the following deciding factors, dividing them as per your preference. (The
most preferred factor gets the maximum points and the least preferred gets the least points)

Flavour
Fineness
Aftertaste
Portion Size
 Price
Quality
Quantity
Packaging
Nutritional Information
Form (Ex. Jelly, Candy, Bar)
Brand
Colour
Shape

PART C: Purchase Intention and Behaviour

1. Do you eat Kit Kat Big Kat?

Yes No
2. How many do you consume in a week?
a. Less than 7
b. 7-10
c. More than 10
3. Where do you generally Kit Kat Big Kat from?
a. Over the counter at the nearby shop
b. Dedicated racks of mass merchandisers like Walmart and Target
c. From the nearest rack, while waiting in queue for billing
d. Online
4. What influences your Kit Kat Big Kat buying decisions the most?
a. In store promotion such as free samples
b. Word-of mouth (friends, relatives)
c. Advertisement
d. Convenience
e. Discounts/offers
f. Past experience
5. If Kit Kat Big Kat is out of stock, what do you do?
a. Postpone your purchase
b. Switch over to another chocolate
c. Go to another shop and look for the same chocolate.

PART D: Lifestyle and Attitudes

S.NO LIFESTYLE/ATTITUDE STRONGLY DISAGREE NEITHER AGREE STRONGLY

DISAGREE AGREE AGREE
NOR
DISAGREE
1. Chocolates are my daily need

2. I buy chocolates as gifts

3. Chocolates are a form of self

indulgence
 4. I think eating chocolates is
bad for my health
5. I believe chocolates can cause
dental cavities
6. Eating chocolate regularly can
cause diabetes.
7. I limit the amount of sugar in
what I eat.
8. Eating a lot of chocolates
leads to obesity.
9. Dark chocolate is good for
the heart
10. Eating chocolates makes me
happy
11. Right amount of chocolate in
the diet is not harmful
12. There is always a pack of
chocolate in my fridge.
13. I prefer cookies over
chocolates
14. I prefer granola bars over
chocolates.
15. I eat chocolates when I’m
happy
16. I eat chocolates when I’m
alone.
17. I eat chocolates only on
special occasions.
18. I eat chocolates when I’m
depressed.

Please share your suggestions and comments about Hershey’s products in the space below.