Interview Guideline for Consumption Chain Map

Ask

Listen For

Q1: Could you describe canned food’s image in your mind

Functional words & emotional words (e.g. convenient or family-preferred)

Q2: What are the first three brands pop into your mind while thinking about canned products?

If Campbell’s included, ask Q4 and skip Q3; If Campbell’s not included, ask Q3 and skip Q4.

Q3: Have you ever tried products from Campbell? Could you tell us several reasons why you prefer other brands than Campbell?

Functional reason or emotional reason (e.g. “Products are not as good as I expected” or “My kids don’t like the package”)

Q4: Could you tell us why you prefer Campbell’s products?

Functional reason or emotional reason; the same as Q3

Q5: Will you go researching for a specific brand/product while shopping for canned food?

If customers do, any specific reasons? (e.g. great advertisement, brand loyalty, healthy products)

Q6: How often do you go shopping for canned food? Could you share why you would like to cook/use canned food that way?

Link to Q1. Compare & analyse customer’s perception and actual shopping activities.

Q7: If Campbell’s products cannot be easily found in your neighbouring area. Will you find alternatives instead?

If customers still choose Campbell’s product, any specific reasons.

Q8: Could you share your very first experience shopping for canned food?

How customers move from the stage of “not-aware” to “aware”

Q9: Any concerns before you know how to cook/use canned products?

e.g. more ingredients needed? Price? Storage? Complicated cooking method?

Ask

Listen For

Q1: If you don’t have specific preference yet, what factors might influence your choice?

e.g. other customer’s choice, shelf display, package design, store promotion

Q2: Will you spend lots of time browsing?

To indicate customer’s lifestyle and compare with Campbell’s target customers.

Q3: Will you go to physical stores or shopping online?

To indicate if e-commerce can help enhance brand awareness significantly

Q4: Why do you go shopping for canned food?

e.g. For convenience; For immediate-usage; For special events; Find from recipes

Q5: If you cannot find Campbell’s product in store you went, what would you do?

1. Buy other brand’s products
2. Go to another store
3. Purchase Campbell’s product online

To analyse brand loyalty, how unstock issue influence customers and the popularity of online-shopping in canned food product category