Appendix A

Table A1. Questionnaire about consumer habits.

First Section: Consumer Profile

Gender Male/Female
Age Open-ended answer
Area of residence Northern Italy/Central Italy/Southern Italy/Abroad
Education Primary school/Secondary school/High school
Occupation (for adults only) unemployed/employee/entrepreneur/retired/student/other
Mediterranean/Vegetarian/Vegan/Protein/Varied diet/None in
Diet
particular
Number of people for whom I buy food Open-ended answer
Number of meals per day consumed at home Open-ended answer
When buying a food product, I am influenced by mood Five-point Likert scale
When buying a food product, I am influenced by hunger Five-point Likert scale
When buying a food product, I am influenced by religion Five-point Likert scale
When buying a food product, I am influenced by previous
Five-point Likert scale
experience
Second Section: Historical Context

In my diet, I eat fruits/vegetables/legumes Five-point Likert scale

In my diet, I eat meat and sausages Five-point Likert scale
In my diet, I eat fish Five-point Likert scale
In my diet, I eat cereals/bread/pasta Five-point Likert scale
In my diet, I eat dairy products/milk derivatives Five-point Likert scale
In my diet, I eat organic foods Five-point Likert scale
When buying a food product, I am very careful about the
Five-point Likert scale
health effects of the food product
When buying a food product, I am very careful about the
respect for nature during product production and Five-point Likert scale
distribution
When buying a food product, I am very careful about the
Five-point Likert scale
integrity of the farmer
When buying a food product, I am influenced by
Five-point Likert scale
environment sustainability
When buying a food product, I am influenced by CO2
Five-point Likert scale
emissions
When buying a food product, I am influenced by
Five-point Likert scale
exploitation of employees
I buy food products at the local market Five-point Likert scale
I buy food products at the supermarket Five-point Likert scale
I buy food products from the private farmers/breeder Five-point Likert scale
Third Section: Label Information

The presence of the Organic claim influences my choices

Five-point Likert scale
when buying food
The presence of the No-GMOs claim influences my choices
Five-point Likert scale
when buying food
The presence of the Gluten Free claim influences my
Five-point Likert scale
choices when buying food
The presence of the Traditional Food Guaranteed claim
Five-point Likert scale
influences my choices when buying food
The presence of DOP/IGP marks influences my choices when
Five-point Likert scale
buying food
The presence of marketing claims influences my choices
Five-point Likert scale
when buying food
The quality certification reported on the label is
Five-point Likert scale
important when choosing a product
The origin of the product shown on the label is important
Five-point Likert scale
when choosing a product
The health and nutritional advice shown on the label is
Five-point Likert scale
important when choosing a product
When I buy a product, I often look at the label Five-point Likert scale
I think that information shown on the labels is
Five-point Likert scale
understandable
I think that information shown on the labels is accurate Five-point Likert scale
Table A1. Cont.
Fourth Section: Product Features

When buying a food product, I prefer easy preparation Five-point Likert scale
When buying a food product, I prefer a long shelf-life Five-point Likert scale
When buying a food product, I prefer a lower cost Five-point Likert scale
When buying a food product, I prefer lower fat content Five-point Likert scale
When buying a food product, I am very careful about the use of
Five-point Likert scale
preservatives in food production
When buying a food product, I am very careful about food
Five-point Likert scale
origin
When buying a food product, I am influenced by product sales or
Five-point Likert scale
discounts
I choose food according to taste Five-point Likert scale
I choose food according to visual appeal Five-point Likert scale
I choose food according to advertising Five-point Likert scale
I choose food according to calorie and healthy properties Five-point Likert scale
I choose food according to price Five-point Likert scale
I choose food according to brand Five-point Likert scale
Kindly tick the most appropriate box with a '√' wherever applicable / fill in the
blanks with required information.

1. Gen FEMA
der   MALE   LE

2. Age
Group   18-25   26-40   41-55   Above 55

3. Mari
tal
Stat Marri
us   Single   ed

4. Occupati Servic
on   e
Self
  Employed
  Housewife
  Other

5. You belong to a :

  Joint Family
  Nuclear Family
  Staying Single

6. Could you kindly tick your group as per Total Family Income per month

  Less than 20,000

  20,000 – 50,000
  50,000-1,00,000
  Above 1,00,000
 7. Given a normal week, meals (i.e. lunch & dinner) are cooked at home for

All Days
  Week Days
  Week Ends
  Never

8. On days when meals are not cooked at home, how do you manage?
(Select more than one if applicable)

Visit a Restaurant
  Order food from a restaurant
  Pick up a Ready To Eat Packet

9. Have you heard of Ready to Eat meals?

  YES   NO

10.Have you ever purchased Ready To Eat meals?

  YES   NO

11.If yes what kind of Ready To Eat meal you bought?

Froz Ambie
  en   nt
 12. Do you remember any of the READY TO EAT brands?

1. __________ 2. _________ 3. _________ 4. __________

13. You picked up a Ready To Eat pack

While shopping for monthly grocery items

Separately during emergency

14. How did you come to know about the Ready To Eat Packs? (Choose
more than one if applicable)

  TV Commercials
  Display At Malls
  Word Of Mouth
  Other Sources (Please Specify) _____________

15. Kindly rate your opinion on the following parameters:-

STRONG NEITHER
STRONGLY
    LY AGREE AGREE/NO DISAGREE
DISAGREE
AGREE R DISAGREE

A Ready To Eat Pack        

(a) saves a lot of time  
A Ready To Eat Pack
saves a lot of effort in
(b) cooking
A pack of Ready to eat
(b) has sufficient quantity
A Ready To Eat Pack is
easily available
(c) whenever I need it
(d) I don’t see any sort of
health problem due to
the consumption of
 Ready to Eat Food
I think a Ready to Eat
Food pack is value for
(e) money
I think the Ready to Eat
meal is not
as tasty as freshly
(f) cooked food
I know that the Ready
to Eat Packs are
manufactured at best
(g) quality standards
I will surely use more
Ready to Eat Food
Packs if ready to eat
rotis are also made
(h) available
I think Ready to Eat
Food is priced
(i) appropriately.
I think Ready to Eat
meals have same
quantity of nutrients as
compared to freshly
(j) prepared food.
I choose Ready to Eat
products from the well-
(k) known brands only.
Ready to Eat products
are available in readily
available in different
(l) pack sizes.
I often buy Ready to
Eat meals of seasonal
(m) products only
I look for how to
prepare/cook/store the
product while buying
(n) Ready to Eat products.
I choose Ready to Eat
product when I don’t
know the recipe of the
(o) meal.
16. Major reason behind choosing any brand?

a) Taste b) Advertisements ccc c) Schemes d) Availability

e) Others