Focus Group Questionnaire

Focus group discussion schedule

Welcome, dear participants. In this focus group discussion, we will be discussing promotions and how you as a consumer react to those promotions. Unlike a group discussion all will be given equal opportunity to speak therefore please do not intersect others while they are speaking. There are no right or wrong opinions; please share what you experience while shopping.

Before we begin, I would request you all to give a brief introduction about yourself. Like your age, education background, work experience, and also your average expenditure on shopping activities in a month.

Participants speak...

Thank you all for that brief introduction. We will be taking shopping both in online and offline context separately. We can begin will offline shopping.

1. What are the places in an offline context where you shop?
2. What product categories do you buy in offline?
3. What is your frequency of off line purchase?
4. How to you pay in offline context?
5. Are there products that you buy unplanned? Explain.
6. What kinds of promotion activities do you encounter in offline stores?
7. Let’s discuss promotions where there is some benefit like a discount or freebie if your cart value is of a particular monetary value. Have you all experienced such offer in offline stores? Where, please elaborate.
8. Narrate some story if you remember
9. What factors in your opinion will influence you in decision-making in this case? (Factors that will make you avail the deal and the ones that do not)
10. If you decide to avail the deal what kind of product will you look to add to your cart?
11. How do you know about such deals, do shops advertise at POP of salesman tells you that, or you come to know about such schemes at the time of billing?
12. Do you realize time pressure to avail the deal?
13.  Is your purchase being dependent on what you have already purchase, I mean what is there in your kart, or this purchase is independent of that
14. Narrate some story from your past experience
15. When did you encounter such offer in near past…. elaborate on that

Online context

1. Which are the sites from where you shop?
2. What is the shopping frequency in a month?
3. Which product categories you buy online?
4. What is the mode of payment?
5. How many of you are Amazon Prime customers here?
6. We generally encounter shipping charges if order below certain monetary value. Let's pick the most common one of INR 50 as shipping charges when cart value is less than INR 500.

1. How many times do you encounter such problem?
2. Which product you buy are less than INR 500?
3. What is your decision?
4. If you add more products, do you look to just make it to INR 500, or you may expand a bit more?
5. If you buy more, what kind of products you look to add to your cart?

1. Indian e-commerce sites tie up with banks to give you additional discount, generally 10-15% off if your shopping cart is 5000 INR or more. I would request people in this group to share their last purchase under this scheme.

1. Was the cart value of the planned component more than 5000?

1. If no, how did you decide which products to buy?

1. For these additional products, you buy to get some offer or free shipping, how much utility/value you derive from these additional products?
2. Lastly, I would request the group to express their opinion on this statement.

1. The additional products we add to our shopping cart to avail a scheme; such product are related to the products already in the cart?
2. Narrate some story from your previous experience, if you have encountered such situations while online shopping.