1

Questionnaire
Perception about modern furniture
1. What style of furniture do you have in house? Classic Contemporary (a mix between modern and classis) Modern Ultra-modern 2. Do you have different styles of furniture at your house? Yes No 3. Which house do you have modern pieces of furniture in? Please, mark all that apply Permanent house Beach house Both Neither Other: ____________________________________________________ 4. On a scale from 1 to 5, please rate the following types of furniture according to which you prefer the most (1 being the least preferred and 5 the most preferred) 1(least 2 3(neutral) 4 5(most
preferred) preferred)

Classic Modern Contemporary 5. If you are to buy modern furniture for your house, how important are the following attributes for you? 1(not 2 3(neither 4 5(extremely
important) important nor unimportant) important)

Brand Comfort Style Cost Quality Durability Functionality

Buying furniture
1. Who is in charge of buying furniture for you home? Parents Friends Fianc/Spouse Yourself Other:___________________________________________________ 2. What makes you visit furniture stores? When my parents/friends/ spouse want to take my opinions. I am interested in furniture I am curious about the styles and trends regarding furniture Other: ___________________________________________________ 3. How important are the following in choosing a store? 1(not 2 3(neither
important) important nor unimportant)

5(extremely
important)

Product variety Price Customer Service Atmosphere Location

4. What are the factors that affect your buying decision? 1(not 2 3(neither
important) important nor unimportant)

5(extremely
important)

Delivery Promotion Word of mouth Post purchase services Advertisements In store ads 5. Please mark which of the following you are familiar with/visited/purchased from Familiar with Visited Purchased from Istikbal In& Out Habitat Kian

6. What type of furniture do you use while watch TV?

3 Chair Bed Sofa Lazy boy On a type of mat on the floor Other: ___________________________________________________ 7. if you have the following options, Where would you prefer to sit if you are with friends or studying With Studying friends Chair Bed Sofa Lazy boy On a type of mat on the floor Other

BEANBAGS
1. Are you aware what beanbags are? Yes No *If you dont know, please check out the information in Box 1 before answering the following questions. Thank you.

Box 1: Beanbag: A large cushion typically filled with polystyrene

2. Have you ever tried using a beanbag? (if no, then skip question 4) Yes and I own one. Yes but I don't own one No 3. Where did you try it? Friends house A trail campaign At a restaurant or caf Furniture store

bead.

4 Other:____________________________________________________ 4. How do you perceive a beanbag? (Check all that apply) A house accessory A piece of furniture A necessity A luxurious product Other: _____________________________________________________ 5. Do you own a beanbag? (If you dont then skip question 5) I didnt know how to handle the skip pattern Yes No 6. What brand do you own? Chill out puffs Ariika Beango Unbranded Other: _______________________________________________________

7. Given the different shapes above, where do you use the beanbag? (Check all that apply) Pool Beach Garden Study room Bedroom Living room Beach house Other: _________________________________________________

5 8. If you decide to buy a beanbag or if you own one, how many would you want to own within your household? 1-2 beanbags 3-4 beanbags 5-6 beanbags >6 beanbags 9. Would you consider furnishing a whole room with beanbags only? Yes No Indifferent 10. If you decide to buy a beanbag or own one, rate the importance of the following attributes that you consider when buying the beanbag? 1(not 2 3(neither 4 5(extremely
important) important nor unimportant) important)

Portability Weight Colors Material Brand name Comfort Style Practicality(space consumption) 11. Which season do you think beanbags are most suitable to be used?(should we still remove this question) Summer Winter Spring break Other:___________________________________________________ 12. What problems does beanbag solve for you? (Rank the following options) Relaxation Space saver within the area Cheaper pieces of furniture Portable furniture Free and untraditional way of living 13. How much would you pay for a beanbag, this price range should cater to big sizes as well? <200 200-450

6 451-600 601-900 <900

14. Have you ever shopped online? Yes No 15. I f you are to buy online, which method of payment do you prefer Cash on delivery Bank transfer Credit card Other: _____________________________________________ 16.

Rate the importance of the following when you consider whether to shop online or go to a physical store
1(not important) 2 3(neither important nor unimportant) 4 5(extremely
important)

Variety Inconvenience of physical stores Easier Habit Trust Availability of trial Method of payment

Perception of direct competitors

1. Please mark the beanbag brands you already know Beango Chill Out Puffs Ariika 2. Chillout Puffs manufactures its beanbags in a foreign country; do you see that as an advantage over Ariika? Yes No It doesnt matter 3. How do you usually know about a brand like Ariika, Beango or Chill Out Puffs Facebook Website of the brand University or school on campus promotions

7 Word of mouth Other: _____________________________________________

Perception of Ariika
1. Do think it is necessary that a beanbag should have brand name? Yes No Maybe 2. Are you familiar with what Ariika is? Yes, I am very familiar with the brand Yes, I vaguely know it I only heard of it I dont know anything about the brand Other: _______________________________________________ 3. Would you buy a beanbag if it is manufactured in Egypt? Yes No Maybe 4.

If yes, why would you buy it?

Because I encourage products manufactured in Egypt Because I trust the quality Egyptian products Because I want it to be of low price I dont care where the beanbag is manufactured Other: ______________________________________________

5.

If no, why wouldnt you buy it?

Because I dont trust the quality of Egyptian products Because I prefer imported products I dont care where the beanbag is manufactured Other: _____________________________________________

*Please refer to the last page and check out the information in Box 2 before answering the following questions. Thank you. 6. After looking at the information, how do you perceive the brands following attributes image?

8 Very strong Brand logo Brand Vision Brand Slogan Strong Neutral Weak Very weak

7. What do you think of the brand name Ariika for a beanbag company? (Rate the following) 1 Very Effective Interesting Representative Descriptive 2 3 4 5

____|____|____|____|____| Ineffective ____|____|____|____|____| Dull ____|____|____|____|____| Misrepresentative ____|____|____|____|____| Misleading

8. The brand is an Arabic word typed in English, what do you view this as? It is very nice and is very catchy It is difficult to read it instantly because it is an Arabic name typed in English It should be an Arabic brand name typed in Arabic It should be an English brand name typed in English Other: ____________________________________________

Perception of direct competitors

4. Please mark the beanbag brands you already know Beango Chill Out Puffs Ariika 5. Chillout Puffs manufactures its beanbags in a foreign country; do you see that as an advantage over Ariika? Yes No It doesnt matter 6. How do you usually know about a brand like Ariika, Beango or Chill Out Puffs Facebook Website of the brand University or school on campus promotions Word of mouth Other: ___________________________________________________

Perception of indirect competitors & substitute products

1. Where do you think is the best place to display Ariika? Istikbal In & Out Kian Habitat Other: ___________________________________________________ 2. How frequently do you explore furniture stores websites to look at their product? Never Rarely Every once in a while Sometimes Almost always 3. Which products do you think are alternatives to beanbags? (Check all that apply) Lazy boys Sofas Beds Portable plastic chairs Beach chairs Rocking Chairs

Ariika promotion
1. What promotional techniques affect your brand awareness and buying decision? (Rate the following options) Strongly affects Word of mouth Online ads Trial campaigns Booths TV ads Radio ads Discounts Coupons Special offers Free Samples Point-of-purchase displays Affects Neutral Rarely Affects Never affects

Problems & Product innovation

1. Please mark all types of furniture that could be manufactured as a beanbag Sofa

10 Table Mattress Head pillow Other: ______________________________________________________ 2. Would you prefer buying available offered beanbags or customized beanbags? Offered Customized Indifferent 3. Do you care about the product being environmentally friendly in terms of using leather skin or production through recycling? Yes No Indifferent 4. Rate the extent to which you like or dislike the following ideas? I dont like it Adding hair handles Attaching a small beanbag to the back to relax head and neck on Making the beanbag itself longer to accommodate legs more Neutral I like it I love it

Personal Questions
1. Your Gender: Male Female 2. Your age: <15 15-22 23-30 >30 3. Your educational status: Still studying in school High school diploma Undergraduate student studying Undergraduate degree Graduate degree Other: __________________________________________________

11 4. Your marital status: Single Engaged Married Other: __________________________________________________

Information

Box 1: Beanbag: A large cushion typically filled with polystyrene bead.

Box 2:

Ariika is an online Egyptian beanbag brand founded by AUC students. Their slogan is your comfort our passion!