Study and Paper Go Ahead Request

7/31/2019 Study and Paper Go Ahead Request

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Proposal for Publishing a paper for Marketing Science Paper

To: Manish Sharma, Chief Designer, Samsung Electronics India

From: Abhishek Mishra, PhD Scholar, IIM Lucknow

Date: 25/04/2012

Proposed Paper Topic: Examining design perception and expectation of consumer durables in Indian

Context: An Empirical Investigation

Study and Paper Objective:

The broad objective of the study is to understand how design factors of a consumer durable leads to

brand loyalty with other constructs playing a role in the model. With the Design aspects of the

product relevant to modern consumer to be derived from literature as well as in-house secondary

sources, this study aims to provide breakthrough understanding of how design aspects play a role

when it comes to all the three primary stages of consumer product interaction during the

purchase, during usage and repurchase intention. A coherent set of design features shining out for

all the three stages should go a long way in providing deep insights about the focus areas for

manufacturers to enhance consumer satisfaction and repeat business through the duct of design

aspects. The study proposes to use the existing questionnaire from the last Design Index Study withcertain modifications (based on literature review to fine tune the design variables as well as usage of

validated scales). The proposed interim questionnaire is appended below with only relevant

questions from the past study needed for this study and proposed paper. This questionnaire needs

to be modified as there are some items which need to be added from literature survey.

We would thus need a go ahead from Samsung to help us coordinate this study not only to

gain rich insights mentioned above but also publish a paper in the upcoming Marketing Science

conference with due reference given to Samsung.


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Consumer Electronics Product Design Index Development

QuestionnaireA] Recruitment Screener

A2. Which of the following products do you currently own?(Checkbox, Individual Product wise dropdowns, Keep them inactive till the top of mind fields are

filled and any checkbox is clicked on ownership)

A2_a Currently

Own (Checkbox)

A2_b Brand List

(Dropdown)

A2_c Likely to

buy in Next 6

months

(Checkbox)

SBD: NO NEED

Mobile Handsets & accessories

Digital Cameras

Air Conditioners

RefrigeratorsWashing Machines

Microwave Ovens

TV (LED/LCD/Flat Screen)

Home Theater (DVD players & speakers set)

None of the above

A3 (Checkbox, Sub-category list is as per sample plan provided by client, Final Model No.list/images is getting prepared in consultation with client)

A3_1 Which all did

you buy in last oneyear? (Checkbox)

A3_2 Why did you buy?

(Dropdown)

A3_3 Type you bought most

recently(Type/Sub category,

Dropdown)

Mobile Handsets &

accessories

Bought it first time

Wanted to replace the old one

Wanted to gift someone

Needed more than one at home

Up to Rs. 2,000

Rs. 2,000 to Rs. 6,000

Rs. 6,000 to Rs. 10,000

Above Rs. 10,000

Refrigerators Single Door (DC)

Double Door (Frost Free)

Washing Machines Semi Automatic Twin Tub

Fully Automatic Top Loading

Fully Automatic Front LoadingTV (LED/LCD/Flat

Screen)

Flat Screen (CRT) TV

Up to 32" LCD

Above 32" LCD

LED

A4. City of residence (Standard Indian State/UTs District City Dynamic Dropdown)A5. Age (Dropdown 1 to 99yrs) A6. Gender(Dropdown)

Male

Female


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A7. Marital Status (Dropdown)

Single/Unmarried

Married with Children

Married without Children

Divorced/Widowed with Children

Divorced/Widowed without Children

A8. What is your highest level of education? (Dropdown)Up to SSC/HSCCollege but not GraduatePolytechnic/Diploma/Certificate coursesGraduate generalGraduate professionalPG & above generalPG & above professional

A9. Which of the following best describes your current occupation? (Dropdown)

Junior level salaried employee Businessmen (6 to 50 employee)Middle level salaried employee Businessmen (More than 50 employee)Senior level salaried employee Unemployed but not studentSelf Employed Professionals StudentShop owner/ Traders HousewifeBusinessmen (Up to 5 employee) Others (Please Specify)

[In market research the person who contributes the most towards monthly householdexpenses is the one we call the Chief Wage Earner of the household.]

A10. Are you the chief wage earner of your household? (Dropdown)

If says Yes (we already have Education & occupation in A8 & A9 to calculate SEC of the Household)

If says No, in A10 then open A8_1 & A9_1 (Not the CWE)

A8_1. What is the highest level of education for the chief wage earner of your household?(Dropdown)

Illiterate Polytechnic/Diploma/Certificate coursesSchool (Up to 4 years) Graduate generalSchool (5 to 9 years) Graduate professionalSSC/HSC but not college PG & above generalCollege but not Graduate PG & above professional

A9_1. Which of the following best describes the current occupation of the chief wage earner ofyour household? (Dropdown)Unskilled worker Businessman/Industrialist with 50+ employee

Skilled worker Self-employed professionals

Petty Trader Clerical/Salesman (Salaried)

Shop owners/Farmers/Trader Supervisory level (Salaried)

Businessman/Industrialist having no employee Junior Level officers/Executives (Salaried)

Businessman/Industrialist with 1-5 employees Middle Level officers/Executives (Salaried)

Businessman/Industrialist with 6-10 employee Senior Level officers/Executives (Salaried)

Businessman/Industrialist with 10-50 employee

Terminate if other than SEC A & B

A11. What is your monthly household income(all members income together)? (Dropdown)

YesNo


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Up to Rs.3,000 Rs.60,000 to Rs.80,000

Rs.3,000 to Rs.6,250 Rs.80,000 to Rs.1,00,000

Rs.6,250 to Rs.9,000 Rs.1,00,000 to Rs. 2,00,000

Rs.9,000 to Rs.12,500 Rs.2,00,000 to Rs. 3,00,000

Rs.12,500 to Rs.18,000 Rs.3,00,000 to Rs. 5,00,000

Rs.18,000 to Rs.25,000 More than Rs. 5,00,000Rs.25,000 to Rs.40,000 Dont Know/Cant Say

Rs.40,000 to Rs.60,000

MM: A12 can be optional depending on final length of the questionnaire

A12. The following statements refer to things and life in general; please select how well theyexplain you as a person? (Randomize the statements, individual rating scale dropdown)

SBD: NEED IT AS WE WANT DO PSYCHOGRAPHIC SEMENTATION

I am fond of sports Strongly disagree

I often use computers for several purposes Somewhat disagree

I am always loyal to my friends Neither agree nor disagree

I am Compatible with opposite Gender Somewhat agree

I follow latest trends and fashions Strongly agree

I like to be in parties and crowds

I am Interested in politics

I strongly believe in religion

I am Interested in movies

I enjoy taking my own decision

I am Fond of challenges

I like going to shopping malls

I like to Spend my leisure time mostly outside

I always try new and different brands

I am Interested in internet surfing

My family is most important to me

I am Interested in music

I am Interested in latest technology

I enjoy taking risk in my life

I Like home cooked food


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B] Product purchase experience [WHEN PURCHASED]

Page 2/View 2 of HTML Questionnaire

B3. What made you decide to purchase? (Please choose top two) (2 Dropdowns)

Biggest Reason 2nd Reason

I liked its appearance I liked its appearance

It looked convenient to use It looked convenient to use

I trust the brand I trust the brand

It was reasonably priced It was reasonably priced

Excellent feature/functions Excellent feature/functions

It offered a good warranty It offered a good warranty

It has latest/best technology It has latest/best technology

Family/Relatives/Friends recommended it the most Family/Relatives/Friends recommended it the most

It had good reviews on the internet. It had good reviews on the internet.

Others (Please Specify) Others (Please Specify)

B10. While choosing what were the three most

important aspects you considered? (Please choose three in order of their importance)

(Dropdown, Randomize Options)

Most Important 2nd Important 3rd Important

Common Common Common

Color Color Color

Graphics/Patterns Graphics/Patterns Graphics/PatternsShape/Style/Form/Looks Shape/Style/Form/Looks Shape/Style/Form/Looks

Easy to use (controls/ buttons/

functions/menu)

Easy to use (controls/

buttons/ functions/menu)

Easy to use (controls/

buttons/ functions/menu)

Icon Used Icon Used Icon Used

Finish (ex.

Glossy/Matte/Metallic)

Finish (ex.


Finish (ex.


For Mobile only For Mobile only For Mobile only

Matches with my personality Matches with my personality Matches with my personality

For TV/Washing

Machine/Refrigerator only

For TV/Washing


For TV/Washing


Matches with wall colour/

fixtures/ furnishing items in

the room



the room



the room

Matches with other products at

home

Matches with other products

at home

Matches with other products

at home

For TV/Mobile only For TV/Mobile only For TV/Mobile only

Surface Material Used Surface Material Used Surface Material Used

Screen Size Screen Size Screen Size

For Washing Machine/Refrigerator

only


only


only

Size/Capacity Size/Capacity Size/CapacityInterior Material Used Interior Material Used Interior Material Used


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Exterior Material Used Exterior Material Used Exterior Material Used

B11. Please rate how important were the following aspectsat the time buying the

?(Individual row wise Dropdowns)

Most Important Satisfaction

Common Very Important

Attractive Color Somewhat Important

Attractive Graphics/Patterns Neither Important Nor Unimportant

Attractive Shape /Form/Looks Somewhat Unimportant

Ease of usage of product (controls/ buttons/

functions/menu)

Completely Unimportant

Unique style and distinctive design

Icon Used (DELETE)

Elements of appearance (like body/button/

display/color/material) matching with eachother

Flawless and sophisticated finish

Price

For Mobile only

Matches with my personality

Battery back up (for mobile only)

Keypad quality (for mobile only)

Capability to access social networking siteson mobile

Matches with other products at home

For TV/Mobile only

Surface Material Used

Screen Size

Display Quality

Sound Quality

Type of control/buttons (Hard/Soft/TouchSensitive)

For WM/Ref only

Size/Capacity

Interior Material Used

Exterior Material UsedEnergy efficiency (WM and Ref)

For WM only

Depth of tub

For Ref only

Cooling Effect

For TV only

Slim TV


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B12. Which are the three most important aspects of that

would make you recommend othersto buy it? (Please choose three in order of their

importance)(Dropdown, Randomize Options)

Most Important 2nd Important 3rd Important

Same as B11

C] Current product evaluation [AT USE]Page 3/View 3 of HTML Questionnaire

About the appearance of the you have been using

C1. Based on your usage of the during last one year how

satisfied are you: (Dropdown)

With overall attractive product

appearance?

Very Satisfied

Somewhat Satisfied

Neither Satisfied Nor

Dissatisfied

Somewhat DissatisfiedVery Dissatisfied

C1_1. Based on your usage of the , please rate your level

of satisfaction with the following appearance aspects: (5 Individual row wise Dropdowns,

Rotate Row Labels)

Attractive shape (form) Very Satisfied

Attractive color Somewhat Satisfied

Attractive graphics/patterns Neither Satisfied Nor

Dissatisfied

Flawless and sophisticated finishing touch Somewhat Dissatisfied

Elements of appearance (like body/button/ Very Dissatisfied


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display/color/material) matching with each other

C2. Which of the following descriptions on appearance is most satisfactory? (Dropdown)

Attractive shape (form)

Attractive color

Attractive graphics/patterns

Flawless and sophisticated finishing touch

Attributes of appearance (like body/button/display/color/material) matches with

each otherSBD: DELETE

About the ease of using of the

C4. Based on your usage of the during last one year at an

overall level how satisfied are you: (Dropdown)

With overall ease of using the product? Very SatisfiedSomewhat Satisfied


Dissatisfied

Somewhat Dissatisfied

Very Dissatisfied


of satisfaction with the following usability aspects: (6 Individual row wise Dropdowns, Rotate

Row Labels)

Easy to understand and operate Very Satisfied

Easy-to-use menus and buttons (touch screen) Somewhat Satisfied

Natural and comfortable to operate (screen, sound

and touch)


Dissatisfied

Consistent in using icons, graphics and other

display designs


Easy-to-follow manual/functions Very Dissatisfied

The more you use, the easier it becomes

C5. Which of the following descriptions on appearance is most satisfactory? (Dropdown)

Easy to understand and operate

Easy-to-use menus and buttons (touch screen)Natural and comfortable to operate (screen, sound and

touch)

Consistent in using icons, graphics and other display

designs

Easy-to-follow manual/functions

The more you use, the easier it becomesSBD: DELETE

About your emotional attachment with the

C7. Based on your usage of the during last one year at an

overall level how satisfied are you:(Dropdown)


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With overall emotional attachment the more I use the product, the

more I get attached to it?

Very Satisfied

Somewhat Satisfied

Neither Satisfied Nor Dissatisfied


Very Dissatisfied


of satisfaction with the following emotional aspects: (7 Individual row wise Dropdowns,

Rotate Row Labels)

The product has its own unique style and distinctive design Very Satisfied

I show it off to my friends Somewhat Satisfied

Luxurious design compared to its price Neither Satisfied Nor

Dissatisfied

Each items/components (like body, packaging, manual and

accessories-remote control/earphone/charger) match with each

other


Suitable for my usage Very Dissatisfied

The design matches to the brand image

Design that leads a new fashion/trend

C7_2. Based on your usage of the , please rate your level of agreement

with the following usage aspects: (3 Individual row wise Dropdowns for Ref/TV/WM & 2

Dropdowns for Mobile, Rotate Row Labels)

I can easily place the product in my home surroundings (Ref/TV/WM) Strongly Agree

The product matches with my walls and home dcor (Ref/TV/WM) Somewhat Agree

The product suits my personality (Mobile only) Neither Agree Nor DisagreeThe product is suitable to my usage (Common) Somewhat Disagree

Strongly Disagree

C8. Which of the following descriptions of emotional attachment is most satisfactory?

(Dropdown)

The product has its own unique style and distinctive design

I show it off to my friends

Luxurious design compared to its price

Each items/components (like body, packaging, manual and accessories-

remote control/earphone/charger) match with each other

Suitable for Indian conditions

The design matches to the brand image

Design that leads a new fashion/trendSBD: REMOVE

Your overall views on design aspects of the

C10. Basis your usage of the , how satisfied are you:

(Dropdown)

With the overall appearance, ease of usage

and emotional attachment Very SatisfiedSomewhat Satisfied


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Dissatisfied


Very Dissatisfied

C11. Considering only the appearance, ease of usage and emotional attachment with the , how likely are you to buy again in future, may be

a different model? (Dropdown)

Definitely buy the same brand

Somewhat likely to buy the same brand

May or may not buy the same brand

Somewhat unlikely to the same brand

Definitely not buy the same brand

D] Potential Purchase [REPURCHASE]MM: We can also bring all the intenders screened from the first page (I am proposing to add) tothis page directly. I am confident that that sample will provide us better quality informationthan asking users who are not in the purchase cycle to provide you information about theirnext purchase, which will get us mostly wishful thinking and not market reality.

Page 4/View 4 of HTML QuestionnaireYour likelihood of buying a based on design aspects

D1. If you will buy a then what are the three most importantaspects you will

consider? (Please choose three in order of their importance)(3 Dropdowns, Randomize

Options)

Most Important 2

nd

Important 3

rd

ImportantSame As B11

Ask D5 series questions to only TV Users:


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D4_1. What are the most interesting features of TV set to you these days? Please choose two in

order of your interest. (2 Dropdowns)

Most Interesting 2nd Most Interesting

Slim screen Slim screen

3D function 3D functionConvenient menu/remote Convenient menu/remote

Picture in picture Picture in picture

HD Ready HD Ready

LED TV LED TV

Large screen Large screen

Design of Remote control

USB Port Connectivity (USB memory stick,

Digital Camera, Camcorder, Laptop, etc.)

Design of Remote control

USB Port Connectivity (USB memory stick, Digital

Camera, Camcorder, Laptop, etc.)

Others (Please Specify) Others (Please Specify)

Ask D6 series questions to only Mobile Users:

D6_1. What are the most interesting features of mobile phone to you these days? (Please choose

two in order of your interest) (2 Dropdowns)


Means of battery replacement (changeable, built-in) Means of battery replacement (changeable, built-in)

LCD display resolution/ definition LCD display resolution/ definition

Reception quality (voice call & WiFi) Reception quality (voice call & WiFi)

Slim width Slim width

Large LCD screen Large LCD screen

Processing speed (response speed, etc.) Processing speed (response speed, etc.)Compatibility with PC Compatibility with PC

A wide range of applications A wide range of applications

TV (DMB) reception TV (DMB) reception

Tell us about your Next Mobile Phone: (Open D6_2 till D6_6 in a soft pop-up)

Ask Only Refrigerator Users:

D7_1. What are the two most interesting features of refrigerator to you these days? (Please choose

two in order of your interest)(2 Dropdowns)

Most Important Feature 2nd

Most Important FeatureCompact size Compact size

Big storage capacity Big storage capacity

Handle shape (vertical bar, horizontal bar, no

handle bar etc.)

Handle shape (vertical bar, horizontal bar, no

handle bar etc.)

Dispenser on door (for water, ice) Dispenser on door (for water, ice)

Different temperature setting by separate space Different temperature setting by separate space

Energy Efficiency Energy Efficiency

Color/pattern that stands out from the surrounding Color/pattern that stands out from the surrounding

Tell us about your Next Refrigerator: (Open D7_2 till D7_9 in a soft pop-up)


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D7_2. Which type of refrigerator would you most like to purchase the next? (Click on picture)

(Pictures as options)

Freezer on top

Freezer on bottom

Side by Side

Three door/French Door

Four door

Built-in for modular Kitchens

MM: Current type options are wrong

D8_1. What are the most interesting features of washing machine to you these days? Please choose

two in order of your interest. (2 Dropdowns)


Conveniently designed detergent

dispenser

Conveniently designed detergent

dispenserAllergy care cycle Allergy care cycle

Large window of the door

Washer tumble dryer combination (washer

with dryer function )

Large window of the door

Washer tumble dryer combination (washer

with dryer function )

Quick wash Quick wash

Efficient water saving Efficient water saving

Large capacity Large capacity

Boil wash option (hot water/Temperature

control)

Boil wash option (hot water/Temperature

control)

Self drum sterilization Self drum sterilization

Low noise level Low noise level

Pedestal drawer option Pedestal drawer option

Machine with adjustable wheeled trolley Machine with adjustable wheeled trolley

Documents

Study and Paper Go Ahead Request