early adopter questionnaire

Topics: Chocolate, Types of chocolate, Preference Pages: 6 (1027 words) Published: December 3, 2014
MRA03_Proj04
Questionnaire
Variable blocks
Age
13 – 17
18 – 23
24 – 29
30 – 35
Gender
Male
Female
Educational Attainment
Less than Matric
Matric / ‘O’ levels
Intermediate/ ‘A’ levels
Undergraduate
Graduate & beyond
Income per month
20,000 or under
21,000 – 30,000
31,000 – 40,000
41,000 – 50,000
51,000 – 60,000
61,000 – 70,000
71,000 & over

Early Adopter
The term Early Adopters was first introduced by Everett M. Rogers in his book “Diffusions of Innovations” 1962, where he categorized rate of adoption by 5 groups – innovators, early adopters, early majority, late majority and laggards. This block will attempt to find innovators in the consumption of chocolates, a key dimension in the profile of our target market. Survey Questions:

Following are questions that people may use to describe their own personality. Please indicate if you would agree or disagree with the following statements with “1” for strongly disagree to “5” for strongly agree. Don’t Know = 0.

I like to try out new items I see in the shop

1
2
3
4
5

Strongly Disagree

Strongly Agree

I would be the last person to try out a new chocolate I see in the market

1
2
3
4
5

Strongly Disagree

Strongly Agree

I purchase new things because I like new experiences

1
2
3
4
5

Strongly Disagree

Strongly Agree

People ask me for information on places to shop

1
2
3
4
5

Strongly Disagree

Strongly Agree

I would consider myself as someone who tries new things

1
2
3
4
5

Strongly Disagree

Strongly Agree

I like to experiment with new styles and tastes

1
2
3
4
5

Strongly Disagree

Strongly Agree

I purchase new chocolates before my friends do

1
2
3
4
5

Strongly Disagree

Strongly Agree

I avoid mainstream choices and prefer unique items

1
2
3
4
5

Strongly Disagree

Strongly Agree

I often try new brands because I like variety and get bored with the same old stuff

1
2
3
4
5

Strongly Disagree

Strongly Agree

I am the source of information on what new things to buy by friends and family

1
2
3
4
5

Strongly Disagree

Strongly Agree

1) Do you like chocolate?

Yes

No

2) How many times a week do you have chocolate?

Once

2 to 4

5 or more

3) Which type of chocolate you like the most?
Milk Chocolate
Dark Chocolate
White Chocolate

4) When do you eat chocolate?
When happy
On special occasions
When sad
Eats when watching movie

5) Which leading Chocolates Company you like the most?
Cadbury
Kit Kat
Mars
Toblerone
Variety/Taste
This variable block will provide insight into consumer preference with regards to taste. We seek to find if consumers have any preference to any particular flavor, filling, calories, brand name, packaging etc. Q1. Do you like to purchase plain chocolate or stuffed filling one? Q2. Which fillings do you most like in a bar? 

nuts, biscuit, caramel, coconut, toffe, honeycomb, fudge, wafer, fruit, mint, and other__________ Q3 When you go for selecting chocolates give your preference on a scale of 1-5 (5 being highest rank) Taste

Sweetness
Price
Calories
Brand of the chocolate
Packaging
Ingredients/ flavors
Q4. Select the first name that comes in your mind when you think of your favourite brand Yummy
Tasty
Crunchy
Other _____________________
Q5 Do you like to try different variations in chocolate or stick with one or two varients Q6 Please rank these chocolate bars in order of preference 1 least favorite Caramel/Nougat…………….
Plain/Choc filled……………
Wafer……………………….
Coconut…………………. .
Q7. Do you have preference for shape of chocolate bar, which one?  rounded top 
fingers/pieces 
rectangular 
no preference 
Other*Please specify 
Q8 . Do you eat same chocolate every day or change
Do you prefer your...
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