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APPENDIX 4.3

(referred to in paragraphs 2.18 and 4.70)

Questionnaire for consumer survey

OPINION RESEARCH CORPORATION INTERNATIONAL

Angel Corner House 1 Islington High Street London N1 9AH

Tel: 0171-675 1000 / Fax: 0171-675 1900

FOR HEAD OFFICE USE ONLYJob No: Job Name Q. No: Coder Keyer Verifier Serial No.

12117 Grocer Consumer Study

Respondents Name : .........................................................................................

Address (Number, Street, Town): ......................................................................

..............................................................................................................................

..............................................................................................................................

Telephone No.: ...................................................................................................

Postcode:

OCCUPATION OF CHIEF INCOME EARNER

......................................................................................................................(If no longer working, write in former occupation)

What industry: .............................................................................................

Qualification/apprenticeship:........................................................................

No. of people supervising/responsible for: ...................................................

IF SELF EMPLOYED : How many in company?......................................

IF CIVIL SERVICE/ARMED FORCES:

What grade/rank?..........................................................................................

IF C.I.E. IS UNEMPLOYED

Period of unemployment (Tick appropriate box)

Less than 2 months !2 months or more !

Interviewers Name: ...........................................................................................

Interviewers Number: .........................................................................................

Date of Interview: 9 9

Declaration: I have conducted this interview according to my instructions andwithin the MRS Code of Conduct to the best of my ability, and declare that therespondent was previously unknown to me.

SIGNATURE : ....................................................................................................

Time of Interview (USE 24 HOUR CLOCK):

Day of Interview Monday ...................................Tuesday ...................................Wednesday..............................Thursday..................................

Friday ......................................Saturday ..................................Sunday.....................................

1234

567

Sex

Male ........................................................

Female.....................................................

1

2

Age (Exact _________)

18 - 24 .....................................................

25 - 29 .....................................................30 - 34 .....................................................

35 - 39 .....................................................

40 - 44 .....................................................

45 - 54 .....................................................

55 - 64 .....................................................

65+ ..........................................................

1

23

4

5

6

7

8

Social Class

A..............................................................

B..............................................................

C1............................................................

C2............................................................

D..............................................................

E ..............................................................

1

2

3

4

5

6

Household Composition(Write in

number)

Children aged 0-2 .... ________

age 3-6 ...... ________

age 7-11 .... ________

age 12-17 .. ________

Adults 18+ (including respondent)

Male..........________

Female ...... ________

TOTAL.... ________

Employment Status

Full time (30+ hrs per week) ........... ........Part time (8-29hrs per week)...................

Not working (housewife/retired) .......... ...

Unemployed............................................

Student still in education.........................

12

3

4

5

Household Income

Less than 10,000 ...................................

10,000 - 17,000 ...................................

17,001 + ................................................

1

2

3

Marital Status

Married/cohabiting..................................

Single/divorced/separated/

widowed.................................................

1

2

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INTRODUCTION: Good morning/afternoon/evening, I am from ORC International, an independent market research company. We are carryingout a survey about grocery shopping.

RECRUITMENT QUESTIONQ1. Are you solely or jointly responsible for your households main shopping for

groceries?

Route

Yes..................................................................................... 1 Q2

No ..................................................................................... 2 Thank &Close

Q2. SHOWCARD A AND SHOWCARD B On average how much does yourhousehold spend per week on groceries, both at supermarkets and othershops? By groceries, we mean food, drink (alcoholic and non-alcoholic),cleaning products, toiletries, and household goods. Please exclude from your

answer any expenditure on petrol, tobacco, newspapers, magazines,medicines, clothing, DIY products and financial services.

Route

15 or less......................................................................... 116 - 25............................................................................ 226 - 40............................................................................ 341 - 50............................................................................ 451 - 75............................................................................ 576 - 100.......................................................................... 6101 - 125........................................................................ 7More than 125................................................................ 8Dont know...................................................................... 9 Q3

Q3. SHOWCARD C And about how much of this would you typically spend perweek shopping for groceries at supermarkets. Please ignore spending atconvenience stores and other corner shops?

Route

15 or less......................................................................... 116 - 25............................................................................ 226 - 40............................................................................ 341 - 50............................................................................ 451 - 75............................................................................ 576 - 100.......................................................................... 6101 - 125........................................................................ 7More than 125................................................................ 8Dont know...................................................................... 9 Q4

SAY TO ALL: We would like to ask you some questions about your maingrocery shopping i.e. the main regular shop, rather than shorter trips to buyonly a few grocery items.

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Q4. SHOWCARD D How often do you carry out your main grocery shopping i.e.excluding short visits for top-up groceries?

Route

More than once a week...................................................................... 1Weekly.................................................................................................. 2Fortnightly........................................................................................... 3Monthly................................................................................................ 4Less than once a month...................................................................... 5 Q5

Q5. SHOWCARD E Which one of the following statements most closely describeshow you shop for your main grocery shopping? CODE ONE RESPONSEONLY

Route

I nearly always visit the same supermarket for my main groceryshopping ............................................................................................................. 1I usually use the same supermarket for my main grocery shopping butoccasionally I may use a different one ............................................................ 2 Q6

I tend to use two different supermarkets that I alternate between everycouple of shopping trips ................................................................................... 3I dont really have a regular supermarket and tend to use whichever ismost convenient ................................................................................................. 4 Q7

Generally I rely very much on smaller local shops and use asupermarket only occasionally ........................................................................ 5 Q6

ASK IF CODED 1, 2 OR 5 AT Q5, ELSE GO TO Q7Q6. SHOWCARD F Please tell us which supermarket or shop you use most

frequently for your main grocery shopping? CODE ONE RESPONSE ONLY

Route

Aldi..................................................................................................... 1Asda.................................................................................................... 2(EH) Booths........................................................................................ 3Budgens.............................................................................................. 4Co-operative ...................................................................................... 5Iceland................................................................................................ 6Lidl...................................................................................................... 7Londis................................................................................................. 8Mace.................................................................................................... 9Marks & Spencers............................................................................. 10(Wm.) Morrisons.............................................................................. 11Netto ................................................................................................... 12Safeway.............................................................................................. 13

Sainsbury ........................................................................................... 14Somerfield/KwikSave...................................................................... 15Spar..................................................................................................... 16Tesco................................................................................................... 17Waitrose ............................................................................................. 18Specialist shops (e.g. baker, greengrocer, butcher, off licenceetc.)...................................................................................................... 19

Other please specify ...................... ....................... ....................... ..

.............................................................................................................

29

Q8

ASK IF CODED 3 OR 4 AT Q5, ELSE GO TO Q8Q7. SHOWCARD F Please tell us which supermarkets or shops you regularly use

for your main grocery shopping. CODE ALL THAT APPLY

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Route

Aldi................................................................................... 1Asda.................................................................................. 2(EH) Booths...................................................................... 3Budgens............................................................................ 4Co-operative.................................................................... 5Iceland.............................................................................. 6

Lidl.................................................................................... 7Londis............................................................................... 8Mace.................................................................................. 9Marks & Spencers........................................................... 10(Wm.) Morrisons............................................................ 11Netto ................................................................................. 12Safeway............................................................................ 13Sainsbury ......................................................................... 14Somerfield/KwikSave.................................................... 15Spar................................................................................... 16Tesco................................................................................. 17Waitrose ........................................................................... 18Specialist shops (e.g. baker, greengrocer, butcher,off licence etc.)................................................................. 19

Other please specify ...................... ....................... ..................................................................................................

29Q8

ASK ALL RESPONDENTSQ8. SHOWCARD F And which other shops or supermarkets do you sometimes or

occasionally use for your main grocery shopping? CODE ALL THAT APPLY

Route

Aldi................................................................................... 1Asda.................................................................................. 2(EH) Booths...................................................................... 3Budgens............................................................................ 4Co-operative.................................................................... 5Iceland.............................................................................. 6Lidl.................................................................................... 7Londis............................................................................... 8Mace.................................................................................. 9Marks & Spencers........................................................... 10(Wm.) Morrisons............................................................ 11Netto ................................................................................. 12Safeway............................................................................ 13Sainsbury ......................................................................... 14Somerfield/KwikSave.................................................... 15Spar................................................................................... 16

Tesco................................................................................. 17Waitrose ........................................................................... 18Specialist shops (e.g. baker, greengrocer, butcher,off licence etc.)................................................................. 19Other please specify ...................... ....................... ..................................................................................................

29Q9

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ASK ALL RESPONDENTSQ9. SHOWCARD G Supermarkets can vary in the range of groceries and other

goods stocked, some of which are shown on this card. Which of the followingcategories of product, if any, would you regard as particularly important to beable to purchase as part of a single visit to the supermarket for your maingrocery shopping? CODE ALL THAT APPLY

Route

Confectionery .................................................................. 1Ready prepared meals ................................................... 2Medicines......................................................................... 3DIY products ................................................................... 4Wines, spirits, beer etc.................................................... 5Toiletries........................................................................... 6Newspapers/magazines, books videos etc................. 7Clothing............................................................................ 8None of these................................................................... 9 Q10

SAY TO ALL: We would now like to ask you some questions about thoseshopping trips where you buy only a few, or at most a basket of, groceries e.g.

when you want to top up on groceries that you have run out of.

Q10. SHOWCARD F Thinking about such top-up shopping for groceries, pleasetell us which shops or stores you would normally use for such purchases.CODE ALL THAT APPLY

Route

Aldi................................................................................... 1Asda.................................................................................. 2(EH) Booths...................................................................... 3Budgens............................................................................ 4Co-operative.................................................................... 5Iceland.............................................................................. 6

Lidl.................................................................................... 7Londis............................................................................... 8Mace.................................................................................. 9Marks & Spencers........................................................... 10(Wm.) Morrisons............................................................ 11Netto ................................................................................. 12Safeway............................................................................ 13Sainsbury ......................................................................... 14Somerfield/KwikSave.................................................... 15Spar................................................................................... 16Tesco................................................................................. 17Waitrose ........................................................................... 18Specialist shops (e.g. baker, greengrocer, butcher,off licence etc.)................................................................. 19

Other please specify ..................... ..................... .....................................................................................................

29Q11

Q11. And approximately how much do you spend per week on such top-up groceryshopping?

Route

15 or less......................................................................... 116 - 25............................................................................ 226 - 40............................................................................ 341 - 50............................................................................ 451 - 75............................................................................ 5More than 75.................................................................. 6Dont know...................................................................... 7 Q12

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Q12. SHOWCARD H In terms of your occasional or top-up shopping, where doyou usually shop for each of the following? By specialist shop, we mean baker,butcher, chemist, off licence, milk van etc. shops that sell something specific.READ OUT

Usuallysupermarket

Usually localor specialist

shop Both equallyMeat ................................................. 1 2 3Medicines........................................ 1 2 3Newspapers, sweets etc ................ 1 2 3Fruit and veg .................................. 1 2 3Clothing........................................... 1 2 3Wine, beer, spirits .......................... 1 2 3Fish................................................... 1 2 3Milk.................................................. 1 2 3Bread, cakes etc .............................. 1 2 3

SAY TO ALL: We would like to ask you some questions about how yougenerally shop for groceries and the factors that influence your choice of shopor store. The focus here is on your main grocery shopping.

Q13. SHOWCARD I In terms of your main grocery shopping, how often do youcombine such shopping with: READ OUT

Never RarelySome-times

Usually Always

A visit to other shops in anearby town centre......................

1 2 3 4 5

Travel home from work, collegeetc...................................................

1 2 3 4 5

Recreational activities.................. 1 2 3 4 5

Q14a. SHOWCARD J Thinking of the store where you do your main groceryshopping (or the most recent visited if more than one regular shop), what

means of transport do you normally use to travel to the shop?

Route

Car..................................................................................... 1On foot.............................................................................. 2Public bus service............................................................ 3Supermarket bus service................................................ 4Taxi ................................................................................... 5Train ................................................................................. 6Underground/tube......................................................... 7

Other please specify ..................... ..................... ..........

...........................................................................................

9

Q14b

Q14b. SHOWCARD J And for the return journey?Route

Car..................................................................................... 1On foot.............................................................................. 2Public bus service............................................................ 3Supermarket bus service................................................ 4Taxi ................................................................................... 5Train ................................................................................. 6Underground tube.......................................................... 7

Other please specify ..................... ..................... ..........

...........................................................................................

9

Q15/Q16a

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ASK IF CODE 1 (USE CAR) FOR EITHER Q14a OR Q14b, ELSE GO TOQ16a

Q15. Please tell us which of the following if any, would encourage you to use yourcar less for your main grocery shopping. READ OUTCODE ALL THAT APPLY. NONE OF THESE IS AN OPTION

Route

Better and more frequent public bus services............. 1Significantly cheaper public bus services.................... 2Provision of free bus service by supermarket............. 3Home shopping service available on the Internet orby phone .......................................................................... 4Supermarket closer to home.......................................... 5None of these................................................................... 6 Q16a

ASK ALL RESPONDENTSQ16a. SHOWCARD K Thinking of the store that you visit most frequently (or the

most recent visited if more than one regular grocery shop) for you maingrocery shopping, what would you say is its approximate travel distance from

your home?Route

1 mile or less.................................................................... 12 miles............................................................................... 23 miles............................................................................... 34-5 miles........................................................................... 4Greater than five miles................................................... 5Dont know...................................................................... 6 Q16b

Q16b. SHOWCARD L On average how much time does it take you to travel, usingyour usual mode of transport, to the store that you visit most frequently (or themost recently visited if more than one regular shop) for your main grocery

shopping?Route

5 minutes or less.............................................................. 16-10 mins.......................................................................... 211-20 mins........................................................................ 321-30 mins........................................................................ 431-60 mins........................................................................ 5More than 60 mins......................................................... 6Dont know...................................................................... 7 Q16c

Q16c. SHOWCARD M What is the maximum you have travelled to try out a newsupermarket that you thought might be better than your usual in some way(price, quality, range, service)?NEVER DONE THIS IS AN OPTION

Route

5 mins or less................................................................... 16-10 mins.......................................................................... 211-20 mins........................................................................ 321-30 mins........................................................................ 431-60 mins........................................................................ 5More than 60 mins.......................................................... 6Never done this............................................................... 7Dont know...................................................................... 8 Q16d

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Q16d. SHOWCARD L If you heard of a new supermarket that had opened that wasparticularly suited to you in terms of price, quality, range and service, what isthe maximum you would travel to try it out?

Route

5 minutes or less.................................................................................... 16-10 mins................................................................................................ 2

11-20 mins.............................................................................................. 321-30 mins.............................................................................................. 431-60 mins.............................................................................................. 5More than 60 mins............................................................................... 6Dont know............................................................................................ 7 Q17

Q17. SHOWCARD N The list on this card shows various factors that might affectwhere people choose to do their main grocery shopping. After looking at thelist carefully, please tell us the main factor influencing your decision aboutwhere to do your main grocery shopping.

NONE OF THESE IS AN OPTION

And what other factors, if any, are important to you?

MAXIMUM OF 4 OTHER FACTORS.

1st

Response

Otherresponses(max of 4)

Ability to get most of the weekly shopping done under theone roof............................................................................... 1 1

Availability of sufficient car parking space................................... 2 2

Within easy and convenient reach of home .................................. 3 3Flexible opening hours ..................................................................... 4 4Extra facilities such as petrol station, coffee shop, pharmacy

etc . ....................................................................................... 5 5Prices charged for groceries ............................................................ 6 6Proximity to other shops and/or recreational facilities .............. 7 7A large range of grocery products to choose from....................... 8 8Products I want always in stock . .................................................... 9 9Shopping experience/style image of store .................................... 10 10Other please specify....................................................................... 19 19

.............................................................................................................

Q18a. Can you think of any particular supermarket(s) that you would like to useregularly for your main grocery shopping but cant because the nearest storeis too far away or otherwise inconveniently located for you?

Route

Yes....................................................................................................... 1 Q18b

No........................................................................................................ 2Dont know........................................................................................ 3 Q19a

ASK IF CODED 1 AT Q18aQ18b. What is/are the name(s) of the supermarket(s)? DO NOT PROMPT.

CODE UP TO TWO MENTIONS

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Route

Aldi..................................................................................................... 1Asda.................................................................................................... 2(EH) Booths........................................................................................ 3Budgens.............................................................................................. 4Co-operative ...................................................................................... 5Iceland................................................................................................ 6Lidl...................................................................................................... 7Londis................................................................................................. 8

Mace.................................................................................................... 9Marks & Spencers............................................................................. 10(Wm.) Morrisons.............................................................................. 11Netto ................................................................................................... 12Safeway.............................................................................................. 13Sainsbury ........................................................................................... 14Somerfield/KwikSave...................................................................... 15Spar..................................................................................................... 16Tesco ................................................................................................... 17Waitrose ............................................................................................. 18Specialist shops (e.g. baker, greengrocer, butcher, off licenceetc.)...................................................................................................... 19

Other please specify....................................................................................................................................................................................

29Q19a

ASK ALL RESPONDENTSQ19a. Is there a discount supermarket e.g. Aldi, Lidl, or Netto, within easy reach of

your home?Route

Yes....................................................................................................... 1 Q19b

No........................................................................................................ 2Dont know........................................................................................ 3 Q20a

ASK IF CODE 1 AT Q19a, ELSE GO TO Q20aQ19b. SHOWCARD O How frequently do you visit such stores?

Route

Regularly............................................................................................ 1Sometimes.......................................................................................... 2 Q20a

Have visited once or twice............................................................... 3Have never visited one of these stores........................................... 4 Q19c

ASK IF CODE 3 OR 4 AT Q19b, ELSE GO TO Q20aQ19c. SHOWCARD P Please tell us why you have not visited such stores, or not

visited more often?CODE ALL THAT APPLY

Route

Price savings not worthwhile.......................................................... 1Cant find all the products I need for the weekly shop ............... 2Brands stocked are not familiar to me ........................................... 3Product quality is not as good as my usual supermarket ........... 4Cant use credit card......................................................................... 5Store environment too basic ............................................................ 6Not my style/type of store .............................................................. 7Other please specify....................................................................... 9

............................................................................................................. Q20a

ASK ALL RESPONDENTSQ20a Have you begun regularly using a different store for your main grocery

shopping within the last 12 months?

Route

Yes....................................................................................................... 1 Q20b

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No........................................................................................................ 2 Q20c

Dont know........................................................................................ 3 Q21a

ASK IF CODE 1 AT Q20aQ20b. What was or were the reason(s)? DO NOT READ OUT OR PROMPT.

CODE ALL THAT APPLYRoute

Found a cheaper store nearby......................................................... 1Found a store with better in-store facilities e.g. pharmacy,coffee shop etc ................................................................................... 2Found a store with better quality and range of products............ 3Found another store with better service ........................................ 4Old store closed................................................................................. 5New store opened nearby................................................................ 6Moved home...................................................................................... 7Recommended by friend/family etc.............................................. 8Advertising (TV, radio, billboard etc)............................................ 9

Other please specify....................................................................... 19

............................................................................................................. Q21a

ASK IF CODED 2 AT Q20a, ELSE GO TO Q21aQ20c. SHOWCARD Q Why have you continued to use the same store(s) as before?

CODE ALL THAT APPLYRoute

Very satisfied with overall value provided by current regularstore(s)................................................................................................ 1Current store has products I cant get in other nearby stores..... 2Current store sells higher quality products than other nearbystores................................................................................................... 3Can combine shopping there with visit to town centre shops.... 4Current store less crowded than alternative stores...................... 5

Would like to switch but no other major store nearby ................ 6

Other please specify....................................................................... 9

............................................................................................................. Q21a

ASK ALL RESPONDENTSQ21a. SHOWCARD R Ignoring the supermarket(s) or store(s) that you currently use

on a regular basis, how far way is your next-best choice of store?Route

5 mins or less..................................................................................... 16-10 mins............................................................................................ 2

11-20 mins .......................................................................................... 321-30 mins .......................................................................................... 431-60 mins .......................................................................................... 5More than 60 mins............................................................................ 6Dont know........................................................................................ 7 Q21b

Q21b. SHOWCARD S And which store is it? CODE ONE RESPONSE ONLY.Route

Aldi..................................................................................................... 1Asda.................................................................................................... 2(EH) Booths........................................................................................ 3Budgens.............................................................................................. 4Co-operative ...................................................................................... 5Iceland................................................................................................ 6

Lidl...................................................................................................... 7Londis................................................................................................. 8

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Mace.................................................................................................... 9Marks & Spencers............................................................................. 10(Wm.) Morrisons.............................................................................. 11Netto ................................................................................................... 12Safeway .............................................................................................. 13Sainsbury ........................................................................................... 14Somerfield/KwikSave...................................................................... 15Spar..................................................................................................... 16

Tesco ................................................................................................... 17Waitrose ............................................................................................. 18Specialist shops (e.g. baker, greengrocer, butcher, off licenceetc.)...................................................................................................... 19

Other please specify.......................................................................

.............................................................................................................

29

Q22

Q22. SHOWCARD T Using the scale on this card, how likely would you be toswitch to your next-best choice that you just named (SEE Q21b) if?

Def initely Prob ab lyMay ormay not

Probablynot

Definitelynot

Dontknow

The overall cost of your groceriesthere fell by 1 per cent? .................

1 2 3 4 5 6

The overall cost of your groceriesthere fell by 5 per cent? .................

1 2 3 4 5 6

It significantly increased therange of products it has on offer?

1 2 3 4 5 6

It added a lot of extra facilitiessuch as pharmacy, photo shopetc? ...................................................

1 2 3 4 5 6

Q23. SHOWCARD U Which of the following factors would reduce yourwillingness to try out other stores for your main grocery shopping?CODE ALL THAT APPLY. NONE OF THESE IS AN OPTION

Route

Unfamiliar store layout...................................................................... 1Unfamiliar brands............................................................................... 2Lack of easy access by car.................................................................. 3Lack of easy access by public transport........................................... 4Want to build/maximise loyalty card points at current store...... 5Have coupons/vouchers for use at current store........................... 6Others have lower range of products than used to ....................... 7Others offer slightly lower quality than used to ............................ 8Others too far away ............................................................................ 9Not my kind of store .......................................................................... 10Other please specify ........................................................................ 19None of these....................................................................................... 20 Q24a

SAY TO ALL: We would like to explore your general views towards thespecial offers and promotions that are often run by supermarkets on particularproducts.

Q24a. Thinking about supermarket special offers and promotions e.g., two for theprice of one etc., which one of the following statements best describes yourbehaviour? READ OUT. CODE ONE RESPONSE ONLY

Route

I always look out for special offers and promotions andfrequently take advantage of them................................................... 1 Q24b

Although I might buy products featuring special promotionsand offers, I dont deliberately seek them out ................................ 2I never really notice supermarket special offers and promotions 3 Q25

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ASK IF CODE 1 AT Q24a, ELSE GO TO Q25Q24b. SHOWCARD V Which of the following types of promotions or special offers

do you frequently look out for? CODE ALL THAT APPLY. NONE OFTHESE IS AN OPTION

Route

Two for the price of one etc............................................................... 1Buy one item, get a different one free.............................................. 2

Coupons offering price reductions................................................... 3Price refund promise (if product found cheaper elsewhere)........ 4Free entry to competitions................................................................. 5Other please specify ........................................................................ 9None of these....................................................................................... 10 Q25

ASK ALL RESPONDENTSQ25. SHOWCARD W Using the scale on this card, we would like you to say how

strongly you agree or disagree with each of the following statements aboutsupermarket special offers and promotions in general:

Agreestrongly Agree

Neitheragree nordisagree Disagree

Disagreestrongly

Dontknow

They help me decide whichsupermarket is likely to beoffering a competitive deal overall 1 2 3 4 5 6

They make it more difficult tocompare different supermarketsin terms of prices 1 2 3 4 5 6

They have led me to try out newproducts or brands 1 2 3 4 5 6

They help me to stock up onessential grocery items 1 2 3 4 5 6

I have sometimes switched brandsas a result of a special offer orpromotion 1 2 3 4 5 6

I would prefer permanently lowerprices and fewer special offersand promotions 1 2 3 4 5 6

They dont really affect my choiceof supermarket, as all thesupermarkets seem to havedifferent offers running atdifferent times 1 2 3 4 5 6

SAY TO ALL: We would like to explore your attitude towards the extrafacilities and service that some supermarkets and stores offer.

Q26a. Are there any particular aspects of the service or facilities provided by yourregular supermarket(s) or store(s) that you regard as particularly important?

Route

Yes..................................................................................... 1 Q26b

No ..................................................................................... 2Dont know...................................................................... 3 Q27

ASK IF CODED 1 AT Q26a, ELSE GO TO Q27Q26b. What are these services or facilities? Anything else? (Write in)

__________________________________________________________________________________________________________________________________________________________________________________________________________________

ROUTE: Q27

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ASK ALL RESPONDENTSQ27. SHOWCARD X I am going to read out a list of some specific facilities and

services offered by certain supermarkets, but not by others. Considering eachaspect in turn, using this card for reference, please indicate whether you wouldbe prepared to pay more on average for you groceries at a supermarket thathad the service or facility in question compared with one that didnt and, if so,approximately how much extra you would be willing to pay.

Would pay more:

Would notpay more 1%2% 3%4% 5%6% 7%10%

Nice store environment......... 1 2 3 4 5

Short queuing times.................. 1 2 3 4 5

Information desk.................... 1 2 3 4 5

Large range of products ........ 1 2 3 4 5

Bag-packing service ............... 1 2 3 4 5

Wide shopping aisles ............ 1 2 3 4 5

Guaranteed car parking ........ 1 2 3 4 5

Special food counters, deli,bakery etc ................................ 1 2 3 4 5

Good availability ofproducts .................................. 1 2 3 4 5

Q28. SHOWCARD Y We would like to explore your general views about howmuch emphasis supermarkets should place on price, and how much onoffering extra services, range of products and customer facilities of the type just mentioned. Which one statement do you agree with most? CODE ONERESPONSE ONLY

Route

I would be prepared to pay a bit more for my groceries atthose supermarkets that have these extras, compared withthose supermarkets that do not ....................................................... 1

I would be prepared to pay a lot more for my groceries atsupermarkets that have such extras, compared with thosesupermarkets that do not.................................................................. 2I do not think it is worth paying more for groceries atsupermarkets that have such extras, compared with those thatdo not .................................................................................................. 3 Q29

Q29. SHOWCARD Z Which of the following supermarket loyalty cards to youcurrently have? CODE ALL THAT APPLY. NONE IS AN OPTION

Route

CWS Dividend card............................................................................ 1Safeway ABC card .............................................................................. 2

Sainsbury Reward card...................................................................... 3Somerfield Premier card .................................................................... 4Tesco Clubcard.................................................................................... 5Other please specify ..................... ..................... ...................... ........

...............................................................................................................

9

Q30

None ..................................................................................................... 10 Q31

ASK IF HAVE AT LEAST ONE SUPERMARKET LOYALTY CARD (SEEQ29), ELSE GO TO Q31

Q30. SHOWCARD AA For each of the following statements about supermarketloyalty cards, using the scale on the card, please indicate how strongly you

agree or disagree with the views expressed?

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Agree

strongly Agree

Neither

agree nor

disagree Disagree

Disagree

strongly

Dont

know

I do not usually use mysupermarket loyalty card(s) 1 2 3 4 5 6

I find that I have increased myoverall expenditure on

groceries to obtain extra points 1 2 3 4 5 6

Now I have a loyalty card, Iam less likely than before tovisit other nearbysupermarkets for my maingrocery shopping 1 2 3 4 5 6

I have switched my regulargrocery shopping to anothersupermarket with a betterloyalty scheme. 1 2 3 4 5 6

Although I use mysupermarket loyalty card(s), Ihave not changed the way I

shop for groceries 1 2 3 4 5 6

ASK ALL RESPONDENTSQ31a. I am now going to introduce the idea of supermarkets own brand products

and brand products. Supermarkets own brand refers to items such asTescos Cornflakes. Brand product or non supermarket brands refers toitems such as Kelloggs Cornflakes, i.e made by a specific manufacturer.Whenshopping for groceries, do you tend to buy:

READ OUT. CODE ONE RESPONSE ONLYRoute

Mainly the supermarkets own brand products............................. 1 Q31bMainly non-supermarket brands...................................................... 2 Q32

A mixture of both................................................................................ 3 Q31b

Dont know.......................................................................................... 4 Q32

ASK IF CODED 1 OR 3 AT Q31a, ELSE GO TO Q32Q31b. Which of the following supermarket own brands do you mainly buy? READ

OUT. CODE ONE RESPONSE ONLYRoute

Budget/economy/saver .................................................................... 1Standard own brand........................................................................... 2Premium own brand.......................................................................... 3Mixture of all three ............................................................................. 4

Dont know.......................................................................................... 5 Q32

ASK ALL RESPONDENTSQ32. Please say whether you agree or disagree with each of the following

statements about products, manufacturer brands (eg Kelloggs Cornflakes) andSupermarket Own brands (eg Tesco Corn Flakes) available in your mostfrequently used supermarket:

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Agree DisagreeDontknow

I find that the range of supermarket budget own brands haswidened in recent years.............................................................................. 1 2 3I often find that some of my usual manufacturer brands are out ofstock and I have to buy the supermarket own brand instead ............... 1 2 3Generally, I would like to see more supermarket own brandsavailable as alternatives to the big brands names................................... 1 2 3I would like to see a greater range and availability of supermarketbudget/economy own brands ................................................................... 1 2 3Ive noticed that some of my usual/favourite manufacturer brandsno longer seem to be available . ................................................................. 1 2 3I would like to see more products from local suppliers stocked bymy regular supermarket............................................................................. 1 2 3Ive noticed that the choice of branded manufacturer productsseems to be getting less and there are now too many supermarketown brands................................................................................................... 1 2 3

Q33. SHOWCARD BB For each of the following types of grocery item, using thisscale on the card please indicate how often you would look at prices in storeof?

Never Rarely Sometimes Usually Always Dontknow

Essential items that you wouldtypically buy on most visits tothe supermarket............................... 1 2 3 4 5 6

Essential items that you buy ona fairly infrequent basis .................. 1 2 3 4 5 6

New products or brands thatyou havent tried before ................. 1 2 3 4 5 6

One-off items bought as treats..... 1 2 3 4 5 6

Q34. SHOWCARD CC How frequently do you seek to compare grocery pricesweek-to-week across the same supermarket/store?

Route

Never .................................................................................................... 1Rarely ................................................................................................... 2Sometimes............................................................................................ 3Usually ................................................................................................. 4Always ................................................................................................. 5Dont know.......................................................................................... 6 Q35a

Q35a. SHOWCARD CC And how frequently do you seek to compare prices acrossdifferent supermarkets/stores?

Route

Never .................................................................................................... 1

Rarely ................................................................................................... 2 Q36Sometimes............................................................................................ 3Usually ................................................................................................. 4Always ................................................................................................. 5 Q35b

Dont know.......................................................................................... 6 Q36

ASK IF CODE 3, 4 OR 5 AT Q35a, ELSE GO TO Q36Q35b. SHOWCARD DD In which of the following ways, if any, do you seek to

compare prices across different supermarkets/stores? CODE ALL THATAPPLY. NONE OF THESE WAYS IN AN OPTION

Route

I tend to compare the prices of certain key items that I regularly

purchase............................................................................................... 1I compare the overall cost of my groceries when I shop at other 2

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stores.....................................................................................................I regularly check press advertisements for news of pricereductions/discounts ......................................................................... 3I look at in-store posters etc, showing price comparisons withother stores .......................................................................................... 4I just know that some stores have a more expensive reputationthan others ........................................................................................... 5

Other please specify ........................................................................ 9

...............................................................................................................None of these ways............................................................................. 10 Q36

ASK ALL RESPONDENTSQ36. SHOWCARD EE How easy or difficult do you think it is to spot the prices of

individual grocery items while shopping in your regular supermarket/store(or the most recent visited, if more than one regular grocery store).

Route

Very easy.............................................................................................. 1

Quite easy ............................................................................................ 2Neither easy nor difficult................................................................... 3Quite difficult ...................................................................................... 4Very difficult ....................................................................................... 5Dont know.......................................................................................... 6 Q37

Q37. SHOWCARD FF Of the various products that might end up in your trolleyfrom week-to-week, for what proportion do you think you would know theapproximate price?

Route

None ..................................................................................................... 1Some ..................................................................................................... 2Most...................................................................................................... 3All.......................................................................................................... 4Dont know.......................................................................................... 5 Q38

Q38. I am now going to read out a list of grocery items. Could you tell me what youwould expect to pay for them at your regular supermarket(s)/store(s)? READOUT

NeverBuy

Buy,Dontknowprice

415g tin (standard) of Heinz baked beans..................... !!:!!Litre of Coca-cola ........................ ....................... ...............

!!

:!!

100ml (standard) tube of Colgate toothpaste ................ !!:!!1.6kg box (40 tablets - big) of Persil Bio

washing powder tablets...................................................

!!:!!

200g (quite large) jar of Nescaf...................................... !!:!!800g (standard) medium sliced loaf of bread

(supermarket economy) ..................... ...................... ........

:

Kelloggs Cornflakes (standard size) ..................... ........ !!:!!

Pack of 6 medium size eggs (standard) ................... ...... !!:!!

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Q39. SHOWCARD GG Using the scale on this card how would you rate yourregular supermarket/store in terms of:

Excellent Good Fair PoorVerypoor

Dontknow

Product range ......................... 1 2 3 4 5 6

Service ..................................... 1 2 3 4 5 6

Quality of products................ 1 2 3 4 5 6Overall value for money ....... 1 2 3 4 5 6

SAY TO ALL: We would finally like to ask about your general views onsupermarkets and town centres

Q40. Please tell us whether you agree or disagree with each of the followingstatements:

Agree Disagree Dontknow

I think it is important to have a number of major supermarketsnearby to choose from, even if it might mean that there are fewersmall local shops ......................................................................................... 1 2 3

I find that Im less inclined to visit local shops in the towncentre/high street now that there are so many supermarkets tochoose from. ................................................................................................ 1 2 3

Generally, I think the service provided by local small shops issuperior to that provided by major supermarkets................................. 1 2 3

For some items, such as fruit and veg, local shops and greengrocerscan often be cheaper than the supermarkets .......................................... 1 2 3

I think it is important to have local shops and I support these withmy custom as well going to supermarkets.............................................. 1 2 3

I think it is important to have local shops, although my lifestylemakes it difficult to make frequent use of them. .................................... 1 2 3

I would still visit a town centre without a supermarket in it, if it hadlots of other nice shops/restaurants etc................................................... 1 2 3

Q41. Do you see any benefits to having local shops for groceries (whether you usethem or not)?

Route

Yes................................................................................................. 1 Q42

No ................................................................................................. 2Dont know.................................................................................. 3 Thank &

close

ASK IF CODED 1 AT Q41, ELSE THANK AND CLOSEQ42. What benefits do you see to having local shops for groceries? (Write in)

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Thank, Classifyand Close