Annex 2 - A consumer questionnaire

For the purpose of this example, we assume that the agroprocessor is thinking of producing strawberry jam.

1. Good morning. I work for a company that makes jams. Could I ask you some questions about what you think about jams?

2. Do you or your family eat jam?

_Ö_	yes
___	no

3. Could you tell me what types of jam you have had in your home in the last 12 months?

_Ö_	strawberry jam
___	mango jam
_Ö_	pineapple jam
___	orange marmalade
___	others

4. Who are the main consumers of jam in your home?

___	adults
_Ö_	children

5. Approximately how many jars of jam and marmalade have people in your home bought in the last 12 months?

___	more than 20
___	between 11 and 20
_Ö_	between 6 and 10
___	between 3 and 5
___	one or two

6. What size of jam do you normally buy? (show the different sizes to the person being interviewed)

7. Does your family buy jams all through the year or only on special occasions?
_______________________________________________________________
_______________________________________________________________

8. Of the jams you purchased, can you remember approximately how many were strawberry jam?
_______________________________________________________________
_______________________________________________________________

9. Can you remember the brand of the strawberry jam your family usually purchases? (if people cannot remember give them the names of the available brands to jog their memory)
_______________________________________________________________
_______________________________________________________________

10. From the words on this line how would you rate the quality and taste of that brand of strawberry jam?

excellent	very good	good	OK	poor
___	___	_Ö_	___	___

11. What are the two main reasons you buy that brand rather than a different one?

___	It’s the only one in the shops
___	The price is right
_Ö_	My family prefer this brand
___	It spreads very well
___	I like the label
_Ö_	It has the best taste
___	Other

12. What do you think about the colour of the strawberry jam presently available in the shops?

too bright	about right	too dull
___	___	_Ö_

13. What do you think about the sweetness of these jams?

too sweet	about right	not sweet enough
___	_Ö_	___

14. What do you think about the thickness of these jams?

too thick	about right	too thin
___	___	_Ö_

15. If most of the jam your family buys is not strawberry jam, what is the reason for this?

_Ö_	My family prefers other jams or marmalades
___	The strawberry jam in the shops is not very good
___	Other

16. If a new brand of strawberry jam was available in the shops, do you think you would try it?

_Ö_	yes
___	no
___	perhaps

17. At which shop do you buy most of your jams?
_____________________________________________________________

18. What are the reasons why you shop there?

___	It is near our home or work
___	The prices are good
___	It is a nice place to shop
___	It has a good selection
___	Other