QUESTIONNAIRE FACE TO FACE JUNE 2012 FILTERS AND QUOTAS

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Kelly Woods
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1 QUESTIONNAIRE FACE TO FACE JUNE 2012 FILTERS AND QUOTAS Good morning / afternoon, I am a student Of Marketing research class at Faculty of Management in the University of Warsaw and we are conducting a survey about fabric conditioner. Do you mind answering this questionnaire? It will take about 30 minutes. F.1- Are you attending to Marketing Research class at UW this semester? Yes...(1) (STOP INTERVIEW) No... (2) (Go to FILTER 2) F.2- Have you ever been interviewed for the research about fabric conditioners? Yes... (1) STOP INTERVIEW) No...(2) (Go to FILTER 3) F.3- Are you a buyer of fabric conditioner? Yes... (1) (Go to FILTER 4) No...(2)(STOP INTERVIEW) F.4- Do you use fabric conditioner at least once a month? Yes... (1) (Go to FILTER 5) No...(2)(STOP INTERVIEW) F.5- Are you older than 18 years old? F.8. Gender: Yes... (1) (Go to FILTER 6) No...(2)(STOP INTERVIEW) Man (1) (Please respect the quota, 0%) Woman (2) (Please respect the quota, 100%)

2 PART 1: BRAND AWARNESS We are now going to talk about brands of fabric conditioners. Q.1 - Please could you tell me the brands of fabric conditioners that you know? (SPONTANEOUS, do not read the options) Q.1 SPONTANEOUS Q.2 Silan (1) E (2) Domestos (3) Ecozone (4) Jelp (5) Kindy (6) Ajax (7) Softlan (8) Ariel (9) Lenor (10) Kuschelweich (11) Auchan (12) Other. Which? (13) Silan (1) E (2) Domestos (3) Ecozone (4) Jelp (5) Kindy (6) Ajax (7) Softlan (8) Ariel (9) Lenor (10) Kuschelweich (11) Auchan (12) Other. Which? (13) Q.2 - I will now show you a card presenting different brands of fabric conditioner. Could you please tell me which of these brands you know at least the name? (SHOW CARD NUMBER 1) PART 2: CONSUMER BEHAVIOUR I would like to ask you now some questions regarding your consumption habits of fabric conditioners. Q.1 - On average, how often do you consume fabric conditioners in a month? (SHOW CARD NUMBER 2) Once a month (1) 2-3 times a month (2) 4-7 times a month (3) 8 or more times a month (4)

3 Q.2 - And, out of this list, which is the main reason for your consumption of fabric conditioners? And the second reason? And the third reason? (SHOW CARD NUMBER 3) 1 st 2 nd 3 rd Reason Reason Reason To make the clothes smell good (1) (1) (1) To make the clothes softener (2) (2) (2) To easier the ironing (3) (3) (3) Because a relative/friend also uses (4) (4) (4) Because there is no need to iron (5) (5) (5) Because someone recommended me (6) (6) (6) Because I have read in a magazine/newspaper (7) (7) (7) Because I have watched a commercial (8) (8) (8) Other. Which? (9) (9) (9) Do not answer (0) (0) (0) Q.3 - Do you consume only one brand of fabric conditioners? Yes (1) Go to 3.a. No (2) Go to 3.b Q.3. a. If yes, which brand? (SHOW CARD NUMBER 1) Silan (1) E (2) Domestos (3) Ecozone (4) Jelp (5) Kindy (6) Ajax (7) Softlan (8) Ariel (9) Lenor (10) Kuschelweich (11) Auchan (12) Other. Which? (13) Not applicable (0)

4 Q.3. b. If no, which brand of fabric conditioner do you consume more? And the second one? And the third one? (SHOW CARD NUMBER 1) 1 st 2 nd 3 rd Silan (1) (1) (1) E (2) (2) (2) Domestos (3) (3) (3) Ecozone (4) (4) (4) Jelp (5) (5) (5) Kindy (6) (6) (6) Ajax (7) (7) (7) Softlan (8) (8) (8) Ariel (9) (9) (9) Lenor (10) (10) (10) Kuschelweich (11) (11) (11) Auchan (12) (12) (12) Other. Which? (13) (13) (13) Not applicable (0) (0) (0) Q.4. Please tell me what is your favorite kind of fabric conditioner? (SHOW CARD NUMBER 4) Liquid (1) Concentrated (2) Other. Which? (3) Do not answer (0) Q.5. - Please divide 100 points among the following characteristics of fabric conditioner in a way that the division reflects the relative importance of each characteristic to you in the selection of a fabric conditioner. (SHOW CARD NUMBER 5) Points a) Smell b) Softness of laundry after being washed c) Easiness to ironing d) Size of the bottle e) Price f) The fact that the brand has your preferred kind of fabric conditioner (liquid, concentrated) g) Durability of the conditioner effect on laundry h) Quality perception i) Other. Which? TOTAL 100 A. B.

5 PART 3: BUYING BEHAVIOUR We are going to talk about your buying behavior of fabric conditioners. Q.1. With which frequency do you buy the fabric conditioner that you consume? (SHOW CARD NUMBER 6) Every month (1) Between 2-3 months (2) Between 4-5 months (3) More than 6 months (4) Q.1. - Where do you buy the fabric conditioner that you consume? (SHOW CARD NUMBER 6) At a Hypermarket (1) At a Supermarket (2) At a Grocery Store (3) Other? Which (4) Not Applicable (0) Q.2. - I will show you now a list of different aspects that may be important to you when choosing a brand of fabric conditioners in a selling point. Please tell me whether each aspect is important for you in a scale from 1-Not important at all to 5- Very important. (SHOW CARD NUMBER 7) Not important at all Very Important Not Applicable a) Price (1) (2) (3) (4) (5) (0) b) Promotions (1) (2) (3) (4) (5) (0) c) Eye-catching bottle/package (1) (2) (3) (4) (5) (0) d) Availability of the favorite brand in the store (1) (2) (3) (4) (5) (0) e) Visibility of the brand in the store (1) (2) (3) (4) (5) (0) g) Habit of consuming the brand (1) (2) (3) (4) (5) (0) h) End-of-aisle displays (1) (2) (3) (4) (5) (0) i) Requests of people that live with you (1) (2) (3) (4) (5) (0) j) Size of the bottle available (1) (2) (3) (4) (5) (0) k) Number of dosages per package (1) (2) (3) (4) (5) (0)

6 Q.3. - When you select a fabric conditioner, which of the following sizes do you prefer? (Accept only one answer) (SHOW CARD NUMBER 8) Smaller than 1 liter (1) 1,5 litters (2) 2 liters (3) 4 liters (4) Bigger than 4 liters (5) PART 4: VALUES AND PERCEPTIONS I will now presenting you a list with some values that may apply to fabric conditioners brands. Before asking the questions check if respondents know the brand (see P1.Q.2). Q.1. - In a scale from 1 to 5, how would you define Silan fabric conditioner: (SHOW CARD NUMBER 9) Low quality (1) (2) (3) (4) (5) High quality Static (1) (2) (3) (4) (5) Dynamic Unhappy (1) (2) (3) (4) (5) Happy Old (1) (2) (3) (4) (5) Young Traditional (1) (2) (3) (4) (5) Modern Not irreverent (1) (2) (3) (4) (5) Irreverent Not familiar (1) (2) (3) (4) (5) Familiar Not radical (1) (2) (3) (4) (5) Radical Not innovative (1) (2) (3) (4) (5) Innovative Cheap (1) (2) (3) (4) (5) Expensive Bad mood (1) (2) (3) (4) (5) Good mood Not smell (1) (2) (3) (4) (5) Intensive smell Not soft (1) (2) (3) (4) (5) Soft Unattractive (1) (2) (3) (4) (5) Attractive Does not relate to me (1) (2) (3) (4) (5) Relate to me Not Trustful (1) (2) (3) (4) (5) Trustful 0- Not Applicable

7 Q.2. - In a scale from 1 to 5, how would you define E ( fabric conditioner: (SHOW CARD NUMBER 9) Low quality (1) (2) (3) (4) (5) High quality Static (1) (2) (3) (4) (5) Dynamic Unhappy (1) (2) (3) (4) (5) Happy Old (1) (2) (3) (4) (5) Young Traditional (1) (2) (3) (4) (5) Modern Not irreverent (1) (2) (3) (4) (5) Irreverent Not familiar (1) (2) (3) (4) (5) Familiar Not radical (1) (2) (3) (4) (5) Radical Not innovative (1) (2) (3) (4) (5) Innovative Cheap (1) (2) (3) (4) (5) Expensive Bad mood (1) (2) (3) (4) (5) Good mood Not smell (1) (2) (3) (4) (5) Intensive smell Not soft (1) (2) (3) (4) (5) Soft Unattractive (1) (2) (3) (4) (5) Attractive Does not relate to me (1) (2) (3) (4) (5) Relate to me Not Trustful (1) (2) (3) (4) (5) Trustful 0- Not Applicable Q.3. - In a scale from 1 to 5, how would you define Kuschelweich fabric conditioner: (SHOW CARD NUMBER 9) Low quality (1) (2) (3) (4) (5) High quality Static (1) (2) (3) (4) (5) Dynamic Unhappy (1) (2) (3) (4) (5) Happy Old (1) (2) (3) (4) (5) Young Traditional (1) (2) (3) (4) (5) Modern Not irreverent (1) (2) (3) (4) (5) Irreverent Not familiar (1) (2) (3) (4) (5) Familiar Not radical (1) (2) (3) (4) (5) Radical Not innovative (1) (2) (3) (4) (5) Innovative Cheap (1) (2) (3) (4) (5) Expensive Bad mood (1) (2) (3) (4) (5) Good mood Not smell (1) (2) (3) (4) (5) Intensive smell Not soft (1) (2) (3) (4) (5) Soft Unattractive (1) (2) (3) (4) (5) Attractive Does not relate to me (1) (2) (3) (4) (5) Relate to me Not Trustful (1) (2) (3) (4) (5) Trustful 0- Not Applicable

8 PART 5: ADVERTISEMENT AND COMMUNICATION Q.1. - For advertising campaigns of fabric conditioners, please select the source of information that you consider to best get your attention? And the second one? And the third one? (SHOW CARD NUMBER 10) 1 st 2 nd 3 rd a) Traditional TV (1) (1) (1) b) Cable TV (2) (2) (2) c) Cinema (3) (3) (3) d) Magazine (4) (4) (4) e) Journal (5) (5) (5) f) Outdoors (6) (6) (6) g) Internet (7) (7) (7) h)social events (8) (8) (8) i) Social Networks (9) (9) (9) j) Radio (10) (10) (10) k) Point of Purchase (11) (11) (11) l) Other. (12) (12) (12) Which? Q.2. I will now show you a card presenting some aspects that may be important in an advertisement of fabric conditioner. Please divide 100 points among the following aspects in a way that the division reflects the relative importance of each aspect to you in an advertisement of a fabric conditioner. (SHOW CARD NUMBER 11) Points a) Creativity b) Information about composition c) Softness association d) Easiness to remember e) Washed clothes feeling g) Humour h) Information about benefits of the conditioner i) Originality k) Actors involved m) Other.Which? TOTAL 100 Q.3. Do you remember any SILAN advertising campaign? Yes... (1) (Go to Q.4) No (0) (Go to Q.5)

9 Q.4. - Do you remember any KUSCHELWEICH advertising campaign? Yes... (1) (Go to Q.6) No (2) (Go to Q.7) Q.5. - (Only for respondents that remember SILAN campaign) In a scale from 1 to 5, how would you define the advertising of SILAN fabric conditioner: (SHOW CARD NUMBER 12) 0 - Not Applicable Static (1) (2) (3) (4) (5) Dynamic Not informative (1) (2) (3) (4) (5) informative Old (1) (2) (3) (4) (5) Young Not Comic (1) (2) (3) (4) (5) Comic Not irreverent (1) (2) (3) (4) (5) Irreverent Not familiar (1) (2) (3) (4) (5) Familiar Not radical (1) (2) (3) (4) (5) Radical Not innovative (1) (2) (3) (4) (5) Innovative Happy (1) (2) (3) (4) (5) Unhappy Bad mood (1) (2) (3) (4) (5) Good mood Unactractive (1) (2) (3) (4) (5) Attractive not directed to housewives (1) (2) (3) (4) (5) directed to housewives Q.6. - In a scale from 1 to 5, how would you define the advertising of KUSCHELWEICH fabric conditioner: (SHOW CARD NUMBER 12) 0 Not Applicable Static (1) (2) (3) (4) (5) Dynamic Not informative (1) (2) (3) (4) (5) informative Old (1) (2) (3) (4) (5) Young Not Comic (1) (2) (3) (4) (5) Comic Not irreverent (1) (2) (3) (4) (5) Irreverent Not familiar (1) (2) (3) (4) (5) Familiar Not radical (1) (2) (3) (4) (5) Radical Not innovative (1) (2) (3) (4) (5) Innovative Happy (1) (2) (3) (4) (5) Unhappy Bad mood (1) (2) (3) (4) (5) Good mood Unactractive (1) (2) (3) (4) (5) Attractive not directed to housewives (1) (2) (3) (4) (5) directed to housewives Q.7. Have you already visited the silan website? Yes... (1) No...(2) (Go to Part 6)

10 Q Out of this list, please tell me the main reason why did you go to the Silan website? (SHOW CARD NUMBER 18) 1) To see the movies 2) To look to promotions 3) Because a friend told me to 4) To know more about the brand 5) To reach more information about the products 6) To get some advice on how to do the fabric 7) To make some suggestions 8) To know the Comfort family 9) By curiosity 10) Other. Which? 11) Do not answer Not Applicable Q.9. Please tell me your opinion on the different sentences about the Comfort website, in a scale from 1-Strongly Disagree to 5 Strongly agree. (SHOW CARD NUMBER 19) Not important at all Very important Not applicable It is funny (1) (2) (3) (4) (5) (0) It has good music (1) (2) (3) (4) (5) (0) It is too complex (1) (2) (3) (4) (5) (0) It is User-friendly (1) (2) (3) (4) (5) (0) It is creative (1) (2) (3) (4) (5) (0) It has a good design (1) (2) (3) (4) (5) (0) It has links to useful sites (1) (2) (3) (4) (5) (0) It has interesting contests (1) (2) (3) (4) (5) (0) It is fast to access (1) (2) (3) (4) (5) (0) It fits the COMFORT brand (1) (2) (3) (4) (5) (0) It has useful information (1) (2) (3) (4) (5) (0) Q.8. Have you already visited the Facebook of Silan? Yes... (1) No...(2) (Go to Part 6)

11 PART 6: RESPONDENT PROFILE Q.1. Gender: Male... (1) Female... (2) Q.2. Nationality: Polish... (1) Other, specify:...(2) Q.3. Area of residence: North (1) Center (2) South (3) Q.4. Occupation: Housewife (1) Student (2) Professor (3) Manager (4) Storekeeper (5) Other. Wich? (6) Q.5. Hobbies: a) Cinema (1) b) Sports (2) c) Music (3) d) Art (4) e) Electronics (5) f) Literature (6) g) Photography (7) h) Other.Which? (8) Thank you very much for your help.

12 Silan (1) E (2) Domestos (3) Ecozone (4) Jelp (5) Kindy (6) Ajax (7) Softlan (8) Ariel (9) Lenor (10) Kuschelweich (11) Auchan (12) Other. Which? (13) CARD NUMBER 1 Once a month (1) 2-3 times a month (2) 4-7 times a month (3) 8 or more times a month (4) CARD NUMBER 2 CARD NUMBER 3 1 st 2 nd 3 rd Reason Reason Reason To make the clothes smell good (1) (1) (1) To make the clothes softener (2) (2) (2) To easier the ironing (3) (3) (3) Because a relative/friend also uses (4) (4) (4) Because there is no need to iron (5) (5) (5) Because someone recommended me (6) (6) (6) Because I have read in a magazine/newspaper (7) (7) (7) Because I have watched a commercial (8) (8) (8) Other. Which? (9) (9) (9)

13 CARD NUMBER 4 Liquid (1) Concentrated (2) Other. Which? (3) CARD NUMBER 5 Points a) Smell b) Softness of laundry after being washed c) Easiness to ironing d) Size of the bottle e) Price f) The fact that the brand has your preferred kind of fabric conditioner (liquid, concentrated) g) Durability of the conditioner effect on laundry h) Quality perception i) Other. Which? TOTAL 100 CARD NUMBER 6 At a Hypermarket (1) At a Supermarket (2) At a Grocery Store (3) Other? Which (4)

14 CARD NUMBER 7 Not important at all Very Important a) Price (1) (2) (3) (4) (5) b) Promotions (1) (2) (3) (4) (5) c) Eye-catching bottle/package (1) (2) (3) (4) (5) d) Availability of the favorite brand in the store (1) (2) (3) (4) (5) e) Visibility of the brand in the store (1) (2) (3) (4) (5) g) Habit of consuming the brand (1) (2) (3) (4) (5) h) End-of-aisle displays (1) (2) (3) (4) (5) i) Requests of people that live with you (1) (2) (3) (4) (5) j) Size of the bottle available (1) (2) (3) (4) (5) k) Number of dosages per package (1) (2) (3) (4) (5) CARD NUMBER 8 Smaller than 1 liter (1) 1,5 litters (2) 2 liters (3) 4 liters (4) Bigger than 4 liters (5) CARD NUMBER 9 Low quality (1) (2) (3) (4) (5) High quality Static (1) (2) (3) (4) (5) Dynamic Unhappy (1) (2) (3) (4) (5) Happy Old (1) (2) (3) (4) (5) Young Traditional (1) (2) (3) (4) (5) Modern Not irreverent (1) (2) (3) (4) (5) Irreverent Not familiar (1) (2) (3) (4) (5) Familiar Not radical (1) (2) (3) (4) (5) Radical Not innovative (1) (2) (3) (4) (5) Innovative Cheap (1) (2) (3) (4) (5) Expensive Bad mood (1) (2) (3) (4) (5) Good mood Not smell (1) (2) (3) (4) (5) Intensive smell Not soft (1) (2) (3) (4) (5) Soft Unattractive (1) (2) (3) (4) (5) Attractive Does not relate to me (1) (2) (3) (4) (5) Relate to me Not Trustful (1) (2) (3) (4) (5) Trustful

15 CARD NUMBER 10 1 st 2 nd 3 rd a) Traditional TV (1) (1) (1) b) Cable TV (2) (2) (2) c) Cinema (3) (3) (3) d) Magazine (4) (4) (4) e) Journal (5) (5) (5) f) Outdoors (6) (6) (6) g) Internet (7) (7) (7) h)social events (8) (8) (8) i) Social Networks (9) (9) (9) j) Radio (10) (10) (10) k) Point of Purchase (11) (11) (11) l) Other. (12) (12) (12) Which? CARD NUMBER 11 a) Creativity b) Information about composition c) Softness association d) Easiness to remember e) Washed clothes feeling g) Humour h) Information about benefits of the conditioner i) Originality k) Actors involved m) Other.Which? TOTAL 100 CARD NUMBER 12 Static (1) (2) (3) (4) (5) Dynamic Not informative (1) (2) (3) (4) (5) informative Old (1) (2) (3) (4) (5) Young Not Comic (1) (2) (3) (4) (5) Comic Not irreverent (1) (2) (3) (4) (5) Irreverent Not familiar (1) (2) (3) (4) (5) Familiar Not radical (1) (2) (3) (4) (5) Radical Not innovative (1) (2) (3) (4) (5) Innovative Happy (1) (2) (3) (4) (5) Unhappy Bad mood (1) (2) (3) (4) (5) Good mood Unactractive (1) (2) (3) (4) (5) Attractive not directed to housewives (1) (2) (3) (4) (5) directed to housewives

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