N.R.

Institute of Business Administration

A structured questionnaire to know the consumer behavior for microwave oven in

western Ahmedabad

1) Which type of microwave have you been using?

Particulars SOLO GRILL CONVECTIONAL TOTAL

LG 12 20 40 72
SAMSUNG 9 13 30 52
SHARP 6 8 7 21
PANASONIC 7 9 3 19
KENSTAR 10 9 11 30
GOODREJ 1 7 9 17
BAJAJ 1 0 0 1
OTHERS (Pl. Specify) 3 4 6 13
TOTAL 49 70 106 225

2) What is the size of the microwave you have?

Particulars SOLO GRILL CONVECTION TOTAL

16-20 Liters 25 31 23 79
20-25 Liters 14 38 41 93
25-30 Liters 4 7 27 38
30-35 Liters 0 2 8 10
More than 35 Liters 0 2 3 5
TOTAL 43 80 102 225

3) Which basic factors influenced you to purchase the microwave?

Particulars 10-20% 20-40% 40-60% >60% TOTAL

Time Saving 4 21 25 43 93
Healthy Food 10 18 19 62 109
Compact Kitchen 0 0 2 5 7
Others 5 0 3 8 16
TOTAL 19 39 49 118 225
 4) Which other factors influenced you to purchase the microwave?

Particulars 10-20% 20-40% 40-60% >60% TOTAL

Convenience 0 0 0 18 18
Size of microwave 8 0 8 38 54
Auto Menu 3 5 14 57 79
Power Consumption 4 3 12 5 24
Color 0 0 0 8 8
Price 4 4 2 32 42
TOTAL 19 12 36 158 225

5) Have you changed your microwave?

Particulars TOTAL
Yes 70
No 155
TOTAL 225

Particulars SOLO GRILL CONVECTIONAL OTG TOTAL

<A Year 4 2 3 0 9
1-2 Year 5 10 6 5 26
2-3 Year 9 5 3 0 17
>3 Year 8 4 2 4 18
TOTAL 26 21 14 9 70

6) What is the primary use of the microwave for you?

Particulars Twice Once a Twice Once a Occasionally TOTAL

a day day a week week
Cooking 12 25 54 8 0 99
Reheating 28 19 5 3 0 55
Warming/Simmering 0 0 7 9 0 16
Roasting 0 0 9 8 0 17
Baking 0 0 0 6 32 38
Total 40 44 75 34 32 225
 7) For what specific purpose do you use microwave?

Particulars TOTAL
Healthy Dish 54
Auto Menu 62
Children’s Special 18
Special Recipe 77
Others 14
TOTAL 225

8) From where did you buy the product?

Particulars TOTAL
Nearby Retailer 54
Company’s own showroom 61
Specialized Shop 40
Through company’s web site 6
Organized electronic Retailer 53
Others 11
TOTAL 225

9) How did you come to know about Microwave Ovens for the first time?

Particulars TOTAL
Television Commercials 55
Exhibition and Demo 22
Hoarding 10
Friends and Relatives 65
Newspaper 51
Fliers and Leaflets 17
Others 5
TOTAL 225
 10) Which sales promotion tool do you use while purchasing microwave?

Particulars TOTAL
Discount 107
0% Finance 35
Exchange Offer 40
Free Gifts 43
TOTAL 225

11) when do you prefer to buy the microwave?

Particulars TOTAL
Festival Season 107
Marriage Anniversary 17
Marriage Occasion 12
Others 89
TOTAL 225

12) Have you received company’s representative presentation or demo?

Particulars Total
Yes 152
No 73
TOTAL 225

13) Have you attended any cooking class for microwave?

Particulars Satisified Not Satisified TOTAL

Yes 70 17 87
No - - 138
TOTAL 70 17 225

14) Would you recommend your present brand and model to anyone?

Particulars TOTAL
Yes 119
No 27
May Be 55
Can’t Say 24
TOTAL 225
 15) A few statement are given below, Please indicate your opionion?

Statement Strongly Somewh Neither Somewh Strongly TOTAL

agree at agree agree nor at disagree
disagree disagree
Microwave oven is 27 41 6 0 0 74
more convenient
than a gas burner
Microwave oven 26 24 13 3 0 66
cooks faster and
saves energy
Microwave oven 13 9 8 0 7 37
retains all
nutritional values
Microwave oven 9 3 7 0 1 20
cooks food evenly
Healthy cooking 7 12 3 6 0 28
and time saving
run parallel
TOTAL 82 89 37 9 8 225

16) How do you rank microwave on following?

Particulars Rank-1 Rank-2 Rank-3 Rank- 4 Rank- 5 TOTAL

Convenience 55 59 42 29 40 225
Food Quality 66 62 44 25 28 225
Price 19 24 36 79 67 225
After Sales Service 70 51 69 29 6 225
Accessories 15 29 34 63 84 225
TOTAL 225 225 225 225 225 1125

Consumer’s Deatails:

Particulars TOTAL
No. of consumer’s surveyed
TOTAL

Sex:

Sex TOTAL
MALE
FEMALE
TOTAL
 Particulars Married Unmarried TOTAL
Below 25 years
26-35 years
36-45 years
Above 45 years
TOTAL

Education:

Education TOTAL
Under Gradute
Gradute
Post Gradute
Others
TOTAL

Occupation:

Occupation TOTAL
Service
Public Servant
Business
Housewife
Others (Pl. Specify) __________________
TOTAL

Annual Income:

Annual Income TOTAL

Less than 2 Lacs
2-5 Lacs
5-7 Lacs
7-10 Lacs
More than 10 Lacs
TOTAL

Family Size:

Family Size TOTAL

2-3 Members
3-5 Members
5-7 Members
Above 7 Members
TOTAL

Frequency of Eating Out:

Particulars TOTAL
More than once a day
Once a day
Once a week
Less than once a week
TOTAL