Online Questionnaire

I am a Business Science Honours student at the University of Cape Town, majoring in the field of marketing. Please would you take a few minutes to contribute to the quantitative investigation of our thesis. The aim of this research is to ascertain the determinants of success contributing to market share growth of private label brands in the South African non-perishable food sector. The information obtained from the questionnaire will solely be used for the purpose of this investigation and will not be disseminated to any other parties. Please complete this questionnaire as truthfully and accurately as you can. Thank you for your time and cooperation.

Section A: Screening

Are you a South African Citizen?

	Yes
	No

Are you older than 16?

	Yes
	No

Section B: Overview of retailers and shopping behaviour

1. At which of the following supermarket retailers do you regularly purchase food? You may select more than one option if necessary.

Pick 'n Pay
Woolworths
Spar
Checkers
Shoprite

2. How often do you purchase groceries?

3. Please rate your level of agreement or disagreement with the following statements. Use the following information as a guide:

1 = Strongly Disagree 2 = Disagree 3 = Moderately Disagree
4 = Neutral 5 = Moderately Agree 6 = Agree
7 = Strongly Agree

	Statement	1	2	3	4	5	6	7
a.	I purchase groceries based on price
b.	I purchase groceries based on quality
c.	I purchase groceries based on convenience of location
d.	I prefer to minimize cooking time by purchasing ready-made meals
e.	I like to try alternative brands ('new to me', 'foreign' or 'new to the market')
f.	When I find a brand I like and trust, I will buy only that brand.
g.	I only purchase my groceries from one particular retailers

4.Please rate the level of importance of the attributes listed below in terms of their influence when purchasing groceries. Use the following information as a guide:

1 = Very unimportant 2 = unimportant 3 = moderately unimportant
4 = Neutral 5 = Moderately important 6 = important
7 = Very important

	Statement	1	2	3	4	5	6	7
a.	Friends endorsement
b.	Family endorsement
c.	Sales personnel
d.	In-store promotions
e.	Sales or tasters
f.	Past experience with the brand
g.	Advertising (media e.g. TV, radio, magazines)

5. When you visit a retailer is it important to you that specific brands are offered at that store. For example do you choose one store above another based on the availability of your preferred brands?

	Yes
	No

Section c: Private Label brands

"Private Label Brand"- This refers to brands that are specifically owned by the retailer from which they are sold. These brands may be manufactured by the retailer or by third parties. These brands can also be termed 'In-house brands', 'Store brands', 'Own-brands' or 'Retailer Brands'.

6. Which of the following private label brands are you aware of? More than one choice may be selected if necessary.

Pick 'n Pay choice brand
Pick 'n Pay No Name brand
Pick 'n Pay Foodhall brand
Spar Freshline
Spar brand
Woolworths brand
Checkers House brand
Checkers Choice
Shoprite Ritebrand

7. Do you purchase private label products?

	Yes	Continue
	No	Skip to question 9

8. Which of the following private label brands have you purchased? More than one choice may be selected if necessary.

Pick 'n Pay choice brand
Pick 'n Pay No Name brand
Pick 'n Pay Foodhall brand
Spar Freshline
Spar brand
Woolworths brand
Checkers House brand
Checkers Choice
Shoprite Ritebrand

9. Please rate private label brands on the following scale from 1 to 5. For instance, if you feel that private label brands are of an inferior quality, circle 5 on the first option.

	Statement	1	2	3	4	5	Statement
a.	High Quality						Low Quality
b.	Cheap						Expensive
c.	Reliable						Unreliable
d.	Attractive packaging						Unattractive packaging
e.	Easily found in store						Not easily found in store

10. Please rate your level of agreement or disagreement with the following statements. Circle the appropriate number for each statement. Use the following information as a guide:

1 = Strongly Disagree 2 = Disagree 3 = Moderately Disagree
4 = Neutral 5 = Moderately Agree 6 = Agree
7 = Strongly Agree

	Statement	1	2	3	4	5	6	7
a.	Private label brands are inferior quality alternatives to other brands
b.	Private label brands are cheap because they offer poor quality
c.	Private label brands have improved in quality
d.	Private label brands offer value for money
e.	I believe there is more risk associated with buying private label brands

Section D: Advertising and Promotions

11. Have you seen private label brands advertised?

	Yes	Continue
	No	Skip to question 13

12. What type of advertising was this? More than one choice may be selected if necessary.

Television
In-store promotions
Billboards
Pamphlets
Print (newspaper)
Print (magazines)
Radio

13. Did this advertising persuade you to try the product or brand being advertised?

	Yes
	No

14. Please rank the following advertising/promotion methods in terms of which you believe would be the most effective in relaying the benefits of private label brands. 1= the most important and 9 = least important. Please select one number from each row. You may not use the same number twice in any other row. We need you to score the promotion methods so the worst one would have the number 9 and the best one number 1. Score these two first and then use up numbers 2-8 on the other methods.

Television
In store promotions
Internet or Online
Magazines
Newspaper
Word of Mouth
Direct Mail
Billboards
Pamphlets

Section E: Demographics

15. Gender

16. Race

17. Age

18. Home Language

19. Household monthly income

20. What is your marital status?

21. How many residents are currently living in household?

22. What is your Occupation?

All your answers and contributions are confidential and your right to remain anonymous will be honoured. However, a percentage of questionnaires will be validated and thus we request the following information for these purposed alone. This information will not be entered into any database nor used for contacting you for any purpose other than checking this interview actually took place.

Details of respondents

Your First name (Required)

Your last name (Required)

Telephone number

E.-mail Address(Required)

- Thank you for your co-operation and time -