Global Calibration Study

Global Calibration Study India – HHP – June 2009 Respondent ID: ________________

08-0170

RECORD QUOTA CELL: Owner: Camera Phone at least thisallfeature but can have other features as well) Unless otherwise noted, (with ask respondent questions. (Past 12 months) ............................................................................................. ....................1 Intender: Camera Phone (with at least this feature but can have other features as well) (Next 12 months) .............................................................................................. ...................2 (191) [READ TO ALL] For the rest of the survey, I will be asking you questions about Camera phone (with at least this feature but can have other features as well). I will be calling this CAMERA PHONES.

yaa saMpuNa- savho- drmyaana maI tumhalaa k^maora faona ³ ikmaana ho ifcar Asalaolaa prMtu yaamaQao [trhI ifcasa- AsaU Saktat ´ ivaYayaI P`aSna ivacaarNaar Aaho. maI %yaacaa ]llaoK k^maora faona Asaaca krona. [READ IF RESPONDENT IS A CAMERA PHONE OWNER] If you own more than one camera phone, please think about the one you purchased or acquired most recently.

jar tumacyaa javaL ekapoxaa jaast k^maora faonsa AsatIla tr kRpyaa tumhI savaa-t AilakDo ivakt Gaotlaolyaa ikMvaa imaLvalaolyaa faona ivaYayaI ivacaar kra. [ASK ALL] 1. OWNERS: What brand of CAMERA phone do you CURRENTLY own?

saQyaa tumacyaajavaL kaoNa%yaa b`a^NDcaa k^maora faona Aaho Æ [SHOW BRAND LIST – CIRCLE ONE.] INTENDERS: What brand of MOBILE phone do you CURRENTLY own?

saQyaa tumacyaajavaL kaoNa%yaa b`a^NDcaa maaobaa[-la faona Aaho Æ [SHOW BRAND LIST – CIRCLE ONE.] [NOTE: If respondent gives the name of operator (MTS, Beeline, Megafone, etc.), please remind them you are asking for the brand of handset. If they continue to name an operator, mark “other brands” and write in the brand given.] [ASK ALL] 2. What other brand of mobile phone – regardless of type – have you owned in the past?

tumacyaakDo puvaI- kQaIhI kaoNa%yaahI P`akarcao maaobaa[-la faona cao kaoNakaoNato b`a^NDsa\ haoto Æ [SHOW BRAND LIST – CIRCLE ALL THAT APPLY.]

Nokia naaoikyaa Sony Ericson saaonaI

erIksana

Q1 CURRENTLY OWN

Q2 OWNED IN THE PAST

01 02

01 02

Page: 1

Global Calibration Study India – HHP – June 2009 LG elajaI Motorola maaoTaoraolaa Samsung sa^masauMga Sagem saajaoma Spice spa[-sa Vodafone vhaoDafaona Micro Max maayak`aoma^@sa Fly Flaaya Other brands (Specify:_______________________)

[tr b`a^NDsa\ kRpyaa spYT kra Don’t know [NOT ON CARD] maaiht naahI

03 04 05 06 07 08 09 10

03 04 05 06 07 08 09 10

11

11

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-

14

None – do not currently own phone [INTENDERS ONLY]

kaoNatahI naahI faona naahI

¹

saQyaa

kaoNatahI

None – this is first phone owned

kaoNatahI naahI ¹ ha svat:cyaa maalakIcaa pihlaaca faona Aaho

[ASK Q3 TO INTENDERS ONLY.] 3. What brands are you considering for your purchase of a camera phone?

tumhI k^maora faona ivakt GaoNyaasaazI kaoNakaoNa%yaa b`a^NDsa\caa ivacaar krt Aahat Æ [SHOW BRAND LIST – CIRCLE ALL THAT APPLY.]

naaoikyaa Sony Ericson saaonaI erIksana LG elajaI Motorola maaoTaoraolaa Samsung sa^masauMga Sagem saajaoma Spice spa[-sa Vodafone vhaoDafaona Micro Max maayak`aoma^@sa Fly Flaaya Other brands [tr b`a^NDsa\ Don’t know [NOT ON CARD] maaiht naahI Nokia

4.

01 02 03 04 05 06 07 08 09 10 11 12

I am going to read some brands of camera phones and I want you to tell me which of these statements best describes your attitude towards each of the following camera phone BRANDS? Select one answer for every brand.

Aata maI tumhalaa k^maora faonsa cyaa kahI b`a^NDsa\ caI naavao vaacaUna daKvaNaar Aaho AaiNa tumhI malaa saaMgaa yaaMpOkI kaoNato ivaQaana k^maora faonsa cyaa puZIla P`a%yaok b`a^ND ivaYayaIcyaa tumacyaa dRYTIkaoNaacao savaa-t yaaogya P`akaro vaNa-na krto Æ kRpyaa P`a%yaok b`a^ND saazI ek ]<ar inavaDa. Page: 2

Global Calibration Study India – HHP – June 2009 [INTERVIEWER: SHOW RESPONDENT CARD WITH ANSWER CHOICES. SHUFFLE BRAND CARDS AND ASK EACH BRAND ONE AT A TIME. CHECK: BRANDS WHICH ARE RESPONDED BY ‘NOT AWARE OF (CODE 2)’ IN Q.V SHOULD BE RESPONDED BY CODE 1 IN Q.4]

Nokia

naaoikyaa

I have never heard of this brand of camera phone

I have heard of this camera phone brand, but I don’t know it well

I know this camera phone brand well, but it’s not one of my preferred brands

This camera phone brand is one of my preferred brands to buy

This camera phone brand is my most preferred brand to buy

I would make some sacrifices to own this brand of camera phone

maI yaa k^maor a faonacy aa b`a^ND ivaYayaI kQaIca eoklao naahI

maI yaa k^maora faona cyaa b`a^ND ivaYayaI eoklao Aaho prMtu malaa tao caaMgala a maaiht naahI

malaa ha ha k^maora k^maora faona caa faonacaa b`a^ND b`a^ND caaMgalaa maaJaa maaiht ivakt Aaho prMtu GaoNyaas ha aazIcyaa maaJyaa psaMtIcya psaMtIcyaa a b`a^NDsa\ b`a^NDsa pOkI ek \ pOkI ek naahI naahI

1

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1

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1

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1

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1

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ha k^maora maI ha faonacaa k^maora b`a^ND faona maaJaa caa ivakt b`a^ND GaoNyaa imaLvaN saazIcaa yaasaazI savaa-t kahI psaMtIca gaaoYTIM a caa b`a^ND %yaaga Aaho krona

Sony Ericson

saaonaI erIksana LG

elajaI Motorola

maaoTaoraol aa Samsung

sa^masauM ga Sagem

saajaoma Spice

spa[-sa Vodafone

vhaoDafaona Micro Max

maayak`aom a^@sa Fly

Flaaya

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Global Calibration Study India – HHP – June 2009 In the next few questions, I’m going to ask you about companies that manufacture CAMERA PHONES. Please note that I am asking about the BRAND OF HANDSET of the camera phones themselves, not cellular operators.

puZcyaa kahI P`aSnaaMmaQao maI tumhalaa k^maora faonsa ]%padIt krt Asalaolyaa kMpnyaaM ivaYayaI ivacaarNaar Aaho. kRpyaa Qyaanaat Gyaa maI tumhalaa k^maora faonsa cyaa h^NDsaoTsa\ cyaa b`a^NDsa\ ivaYayaI ivacaart Aaho AaiNa saolyaular Aa^proTsa- ivaYayaI navho. [INTERVIEWER: SHUFFLE FULL DECK OF CONTACT CARDS.] 5. There are many ways, means, media and contacts through which one might get information about a CAMERA PHONE brand (not operators’).

eKaVa vya@tIlaa k^maora faona b`a^NDsa\ ivaYayaI maaihtI imaLvaNyaacao Anaok maaga- ¸ saaQanao ¸ maaQyamao AaiNa ka^NT^@Tsa\ Aahot. [INTERVIEWER: HAND TO THE RESPONDENT THE FULL DECK OF WHITE CONTACT CARDS] Please look at the following cards and put aside those ways, means, media and contacts that you think provide poor, exaggerated or inaccurate information to you.

kRpyaa puZIla kaD-sa\ pha AaiNa ASaI maaga- ¸ saaQanao ¸ maaQyamao AaiNa ka^NT^@Tsa\ baajaulaa kaZa jaI tumacyaa mato tumhalaa Kraba¸ AitSayaao@tIpuNa- ikMvaa caukIcaI maaihtI dotat. [INTERVIEWER: REPORT ON FIRST COLUMN OF TABLE #1 BY MARKING THE BOXES OF THE CARDS THAT REMAIN IN THE DECK. [WHEN RESPONDENT ENDS AND YOU HAVE FINISHED REPORTING, COLLECT THE CARDS AND RE-SHUFFLE THE FULL DECK OF CARDS.] 6.

Now, there are many ways, means, media and contacts that might make a MOBILE PHONE brand look attractive or appealing to you.

Aata Asao Anaok maaga- ¸ saaQanao ¸ maaQyamao AaiNa ka^NT^@Tsa\ Aahot jaI tumhalaa eKada k^maora faona b`a^ND AakYa-k ikMvaa hvaahvaasaa vaaTNyaasa madt krtat. [INTERVIEWER: HAND TO THE RESPONDENT THE FULL DECK OF RE-SHUFFLED WHITE CONTACT CARDS]

Please look at the following cards and put aside those cards that you think are not attractive or appealing ones in selling a CAMERA PHONE brand to you.

kRpyaa puZIla kaD-sa\ pha AaiNa ASaI kaD-sa\ baajaulaa kaZa jaI tumacyaa mato tumhalaa k^maora faona b`a^ND ivakNyaamaQao AakYa-k ikMvaa AavaDt naahIt. [INTERVIEWER: REPORT ON SECOND COLUMN OF TABLE #1 BY MARKING THE BOXES OF THE CARDS THAT REMAIN IN THE DECK. WHEN RESPONDENT ENDS AND YOU HAVE FINISHED REPORTING, SHUFFLE THE FULL DECK OF CARDS.]

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Global Calibration Study India – HHP – June 2009

Q5 INFORMATION

Table #1

a .

b . c . d . e

laaokiP`aya ikMvaa saup`isaQd saaMskRitk vya@tI ³ iflmasTasa- ¸ saMgaItkar ¸ KoLaDu ikMvaa iTma ¸ iDJaa[-nasa- ¸ klaakar ´ yaaMnaI b`a^ND À ]%padna eNDa^sa- krNao Brochure, catalogue, postcard or letter from brand received in the mail

maola Waro b`a^ND kDUna imaLalaolao b`aaoSar ¸ k^Tlaa^ga ¸ paosTkaD- ikMvaa p~

Circle contacts not eliminated

(Do NOT provide poor, exaggerated or inaccurate information)

(Do NOT portray or describe a brand in an unattractive or unappealing way)

tumhalaa Kraba¸ AitSayaao@t IpuNaikMvaa caukIcaI maaihtI dot naahIt

b`a^ND AakYa-k ikMvaa hvaahvaasaa vaaTNyaasa madt krt naahIt

01

01

02

02

03

03

04

04

05

05

06

06

07

07

Brand store where sells only one brand (eg. Nokia Priority)

b`a^ND sTaoAr ijaqao f@t ekca b`a^ND ivaklaa jaatao (eg. Nokia Priority) Brand display at department store/electronics store

iDpaT-maoMT sTaoAr À [lao@T/a^inak sTaoAr maQao b`a^NDcaa iDsPlao In-store demonstration or test and try in shop

dukanaatIla Domaa^nsT/oSana ikMvaa caacaNaI AaiNa T/aya [na Saa^p

f.

Magazines, leaflets or posters in a store that provide detailed information about the brand, product, features

dukanaatIla maaisako ¸ p~ko ikMvaa paosTsajaI b`a^ND ¸ ]%padna ¸ ifcasa- ivaYayaI ivastRt maaihtI dotat .

Circle contacts not eliminated

Celebrities or well-known cultural icon (film stars, musicians, sports person or team, designers or artists) using or endorsing brand/product

.

g

Q6 APPEAL

In-store sweepstakes, promotions, contests, prizes, giveaways, rebates, discount coupon, or bonus from the brand or the store with purchase of product

b`a^ND ikMvaa dukanaakDUna ] %padnaaMcyaa KrodIvar imaLNaarI dukanaatIla svaIpsTo@sa ¸ P`amaaoSansa ¸ kMTosTsa\ ¸ baixasao ¸ irbaoTsa\ ¸ iDska}MT kupnsa ikMvaa baaonasa

Page: 5

Global Calibration Study India – HHP – June 2009 h

Ads in cinema shown before the movie

ica~pTacyaa AaQaI isanaomaat daKvaNyaat yaoNaarI jaaihrat i. Magazine ads maaisakatIla jaaihratI .

j.

08

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Independent test results and recommnedations, product reviews or articles in magazines & newspapers

vat-maanap~ ikMvaa maaisakat P`aa^D@T irvyauja ikMvaa laoKaMmaQao svatM~ caacaNaIcao inaYkYak Newspaper ads vat-maanap~atIla jaaihratI . l.

m

Leaflets, inserts or circulars in newspapers or magazines

vat-maanap~ ikMvaa maaisakat p~ko¸ [nsaTsa\ ikMvaa sa@yau-lasaRadio ads or sponsorship of radio program

.

roiDAao jaaihratI ikMvaa roiDAao kayak`maaMcao P`aayaaojana

n

Co-operation ads with retailers or Service Provider on TV (e.g., Verizon and Samsung with an offer or new product)

.

o .

p . q . r.

iTvhIvar irTolasa- ikMvaa saovaa purvazadar kMpnaI saaobat kaoAa^proSana jaaihratI jasao eKaVa Aa^fr ikMvaa navyaa ]%padnaasaaobat vhorIAa^na AaiNa sa^masauMga Featured in HHP related program ( new product review program or technology related program ) or news

GargautI ]%padnao ³ navyaa ]%padnaacaa irvyau P`aaog`a^ma ikMvaa tM~&anaacyaa saMdBaa-tIla kaya-k`ma ´ ikMvaa baatmyaaM maQao ifcar kolao jaaNao TV programmes sponsored by the brand (e.g. 'this program is brought to you by….')

iTvhI kaya-k`ma b`a^ND kDUna P`aayaaoijat kolaa jaaNao TV commercials

iTvhI jaaihratI Banner ads on the Internet that take you to a website (or micro site) with more information about product and brand

[MTrnaoT varIla ba^nar jaaihratI jyaa tumhalaa vaobasaa[-T ³ ikMvaa maayak`aosaa[-T ´ kDo Gao}na jaatat ijaqao ]%padna AaiNa b`a^ND ivaYayaI jaast maaihtI Asato s .

E-mail from manufacturer/retailer on items related to the product you purchased that you have signed up for

tumhI ivakt Gaotlaolyaa ]%padnaaSaI saMbaMQaIt AaiNa tumhI jyaasaazI saa[-na Ap kolao Aaho ASaa vastu saazI ]%padk À irTolar kDUna [- maola

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Global Calibration Study India – HHP – June 2009 t.

Manufacturer's website

]%padkacyaa vaobasaa[-Tsa\

20 Q5 INFORMATION

u.

Circle contacts not eliminated

(Do NOT provide poor, exaggerated or inaccurate information)

(Do NOT portray or describe a brand in an unattractive or unappealing way)

21

21

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mahamaaga- ikMvaa Sahrat ibalabaaoD-sa\ AaiNa maaozI paosTsa-

27

27

Seeing friend, family or colleague using the brand or the product

28

28

Product review websites that contain views or opinions of products from independent institutions or organizations (eg. Consumer Reports, GSM Arena, etc) and general consumers may participate in the forum in the sites

Online information searches through search engines (e.g. Google, Altavista, Yahoo, etc.)

saca- [MjaInsa ³ jasao gaugala ¸ AlTaivhsTa ¸ yaahU [.´ Waro Aa^nalaa[-na maaihtIcaa SaaoQa w.

Websites or Weblogs where general consumers talk about brands & products or recommend products

vaobasaa[-Tsa\ ikMvaa vaobalaa^gja ijaqao saamaanya g`aahk b`a^NDsa\ AaiNa ] %padnao yaaMcyaa ivaYayaI baaolaU Saktat ikMvaa ]%padnao saucavaU Saktat x. y.

Posters or signs in the airport

eArpaoT- maQao paosTsa- ikMvaa saa[-nsa Ads in the interior of public transportations such as train or subway

T/ona ikMvaa sabavao ASaa saava-jainak vaahtuk saaQanaacyaa AatmaQao jaaihratI z.

Outdoor moving picture ads on screens or LED electronic boards in store fronts on buildings or in elevators

sk`Inavar GarabaahorIla caala%yaa ica~aMcyaa jaaihratI ikMvaa sTaoAr cyaa samaaor [maartIvar ikMvaa [laovhoTrvar ela[DI [lao@T/a^inak baaoD-sa\ aa.

bb.

Q6 APPEAL

Circle contacts not eliminated

P`aa^D@T irvyau vaobasaa[-Tsa\ jyaamaQao ]%padnaa ivaYayaI svatM~ saMsqaaMcaI ³ jasao kMjyaumar irpaoT- ¸ jaIesaema A^ronaa [.´ mato idlaolaI Asatat AaiNa saamaanya g`aahk yaa saa[-T var faorma maQao sahBaaga Gao} Saktat v.

20

Billboards and giant posters beside the highway or in cities

b`a^ND ikMvaa ]%padna vaaprtanaa ima~ ¸ Page: 7

Global Calibration Study India – HHP – June 2009

kuTuMba ikMvaa sahkarI yaaMnaa baGaNao cc.

Brands and products appearing in scenes during your favorite TV show or movies

tumacyaa AavaD%yaa iTvhI Saao ikMvaa ica~pTa drmyaana saInsa maQao b`a^ND AaiNa ]%padna idsaNao dd.

Team of promoters in a public place presenting special offer of the product

]%padnaacaI ivaSaoYa Aa^fr saadr krNaarI saava-jainak izkaNaI P`amaaoTsa-caI iTma ee.

ff.

gg.

hh.

ii.

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Sponsorship of major music, entertainment, or local events

maaozyaa saMgaIt ¸ manaaorMjana ikMvaa sqaainak kaya-k`maacao P`aayaaojana Sponsorship of major sporting events such as the Olympics

Aa^ilaMipk saar#yaa maaozyaa KoLacyaa kaya-k`maaMcao P`aayaaojana Recommendation or advice from family, friend or colleague

kuTuMba ¸ ima~ ikMvaa sahkarI yaaMcaI iSafarsa ikMvaa sallaa Recommendation or advice by salesperson in store

dukanaatIla saolsapsa-na kDUna iSafarsa ikMvaa sallaa Play games and get mobile phone as a prize

gaoma KoLa AaiNa maaobaa[-la faona baixasa ijaMka

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Global Calibration Study India – HHP – June 2009 [INTERVIEWER: RE-SHUFFLE THE FULL DECK OF CONTACT CARDS AND HAND THEM TO THE RESPONDENT.] 7.

You will find here the same contacts I provided you with in the previous questions.

tumhalaa [qao maI maagacyaa P`aSnaat idlaolaIca ka^NT^@Tsa\ idsatIla. As a first step, take a few moments to remind yourself of the contacts.

pihlyaaMda yaa ka^NT^@Tsa\ caI ]jaLNaI kra. As a second step I would like you to select the ten most important contacts that played or will play a role in your purchase of a CAMERA PHONE brand (not operators’).

naMtr tumhI k^maora faona b`a^ND ivakt Gaot Asatanaa jyaaMnaI Bauimaka bajaavalaI ikMvaa jao Bauimaka bajaavatIla ASaI savaa-t mah%vaacaI dha ka^NT^@Tsa\ inavaDa. [INTERVIEWER: MARK THE 10 SELECTED CONTACTS ON FIRST COLUMN OF TABLE #2] 8.

As a third step, please rank these 10 contacts from the most important one to the least important one. Rank 1 represents the most important contact to you personally and rank 10 the least important one to you personally.

%yaanaMtr kRpyaa yaa 10 ka^NT^@Tsa\ naa savaa-t mah%vaacyaa eka pasaUna savaa-t kmaI mah%vaacyaa pya-Mt k`mavaarI Va pihlaI k`mavaarI tumacyaasaazI vya@tISa: savaa-t jaast mah%vaacaa ka^NT^@T dSa-vato AaiNa dhavaI k`mavaarI tumacyaasaazI vya@tISa: savaa-t kmaI mah%vaacaa ka^NT^@T dSa-vato. [INTERVIEWER: REPORT ON SECOND COLUMN OF TABLE #2 BY INDICATING THE RANK ORDER PER CONTACT.]

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Global Calibration Study India – HHP – June 2009

Table #2

Q7 IMPORTANCE

Q8 RANK

Mark ten most important contacts

Rank contacts selected from 1-10

Celebrities or well-known cultural icon (film stars, musicians, sports person or team, designers or artists) using or endorsing brand/product

laaokiP`aya ikMvaa saup`isaQd saaMskRitk vya@tI ³ iflmasTasa- ¸ saMgaItkar ¸ KoLaDu ikMvaa iTma ¸ iDJaa[-nasa- ¸ klaakar ´ a yaaMnaI b`a^ND À ]%padna eNDa^sa. krNao

01

Brochure, catalogue, postcard or letter from brand received in the mail b . c . d . e .

maola Waro b`a^ND kDUna imaLalaolao b`aaoSar ¸ k^Tlaa^ga ¸ paosTkaD- ikMvaa p~

02

Brand store where sells only one brand (eg. Nokia Priority)

b`a^ND sTaoAr ijaqao f@t ekca b`a^ND ivaklaa jaatao (eg. Nokia Priority)

03

Brand display at department store/electronics store

iDpaT-maoMT sTaoAr À [lao@T/a^inak sTaoAr maQao b`a^NDcaa iDsPlao

04

In-store demonstration or test and try in shop

dukanaatIla Domaa^nsT/oSana ikMvaa caacaNaI AaiNa T/aya [na Saa^p

05

Magazines, leaflets or posters in a store that provide detailed information about the brand, product, features

dukanaatIla maaisako ¸ p~ko ikMvaa paosTsa- jaI b`a^ND ¸ ]%padna ¸ ifcasaf. ivaYayaI ivastRt maaihtI dotat

06

In-store sweepstakes, promotions, contests, prizes, giveaways, rebates, discount coupon, or bonus from the brand or the store with purchase of product

b`a^ND ikMvaa dukanaakDUna ] %padnaaMcyaa KrodIvar imaLNaarI dukanaatIla svaIpsTo@sa ¸ P`amaaoSansa ¸ g kMTosTsa\ ¸ baixasao ¸ irbaoTsa\ ¸ iDska}MT . kupnsa ikMvaa baaonasa h .

07

Ads in cinema shown before the movie

ica~pTacyaa AaQaI isanaomaat daKvaNyaat yaoNaarI jaaihrat Magazine ads

08

i.

maaisakatIla jaaihratI

09

j.

Independent test results and recommendations, product reviews or articles in magazines & newspapers

10

vat-maanap~ ikMvaa maaisakat P`aa^D@T Page: 10

Global Calibration Study India – HHP – June 2009

irvyauja ikMvaa laoKaMmaQao svatM~ caacaNaIcao inaYkYak .

Newspaper ads

vat-maanap~atIla jaaihratI

11

Leaflets, inserts or circulars in newspapers or magazines l. m .

vat-maanap~ ikMvaa maaisakat p~ko¸ [nsaT-sa\ ikMvaa sa@yau-lasa-

12

Radio ads or sponsorship of radio program

roiDAao jaaihratI ikMvaa roiDAao kayak`maaMcao P`aayaaojana

13

Co-operation ads with retailers or Service Provider on TV (e.g., Verizon and Samsung with an offer or new product)

iTvhIvar irTolasa- ikMvaa saovaa purvazadar kMpnaI saaobat kaoAa^proSana jaaihratI jasao eKaVa Aa^fr ikMvaa navyaa ] n %padnaasaaobat vhorIAa^na AaiNa . sa^masauMga

14

Featured in HHP related program ( new product review program or technology related program ) or news

GargautI ]%padnao ³ navyaa ]%padnaacaa irvyau P`aaog`a^ma ikMvaa tM~&anaacyaa saMdBaa-tIla kaya-k`ma ´ o ikMvaa baatmyaaM maQao ifcar kolao . jaaNao p . q .

TV programmes sponsored by the brand (e.g. 'this program is brought to you by….')

iTvhI kaya-k`ma b`a^ND kDUna P`aayaaoijat kolaa jaaNao

15

16

TV commercials

iTvhI jaaihratI

17

Banner ads on the Internet that take you to a website (or micro site) with more information about product and brand

[MTrnaoT varIla ba^nar jaaihratI jyaa tumhalaa vaobasaa[-T ³ ikMvaa maayak`aosaa[-T ´ kDo Gao}na jaatat ijaqao ]%padna AaiNa b`a^ND ivaYayaI r. jaast maaihtI Asato

18

E-mail from manufacturer/retailer on items related to the product you purchased that you have signed up for

tumhI ivakt Gaotlaolyaa ]%padnaaSaI saMbaMQaIt AaiNa tumhI jyaasaazI saa[-na s Ap kolao Aaho ASaa vastu saazI ]%padk À . irTolar kDUna [- maola Manufacturer's website t.

]%padkacyaa vaobasaa[-Tsa\

19

20

Page: 11

Global Calibration Study India – HHP – June 2009 Q7 IMPORTANCE

Q8 RANK

Mark ten most important contacts

Rank contacts selected from 1-10

Product review websites that contain views or opinions of products from independent institutions or organizations (eg. Consumer Reports, GSM Arena, etc) and general consumers may participate in the forum in the sites

u.

P`aa^D@T irvyau vaobasaa[-Tsa\ jyaamaQao ]%padnaa ivaYayaI svatM~ saMsqaaMcaI ³ jasao kMjyaumar irpaoT- ¸ jaIesaema A^ronaa [.´ mato idlaolaI Asatat AaiNa saamaanya g`aahk yaa saa[-T var faorma maQao sahBaaga Gao} Saktat

21

Online information searches through search engines (e.g. Google, Altavista, Yahoo, etc.)

v.

saca- [MjaInsa ³ jasao gaugala ¸ AlTaivhsTa ¸ yaahU [.´ Waro Aa^nalaa[-na maaihtIcaa SaaoQa

22

Websites or Weblogs where general consumers talk about brands & products or recommend products

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vaobasaa[-Tsa\ ikMvaa vaobalaa^gja ijaqao saamaanya g`aahk b`a^NDsa\ AaiNa ] %padnao yaaMcyaa ivaYayaI baaolaU Saktat ikMvaa ]%padnao saucavaU Saktat Posters or signs in the airport

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eArpaoT- maQao paosTsa- ikMvaa saa[-nsa Ads in the interior of public transportations such as train or subway

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T/ona ikMvaa sabavao ASaa saava-jainak vaahtuk saaQanaacyaa AatmaQao jaaihratI

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Outdoor moving picture ads on screens or LED electronic boards in store fronts on buildings or in elevators

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sk`Inavar GarabaahorIla caala%yaa ica~aMcyaa jaaihratI ikMvaa sTaoAr cyaa samaaor [maartIvar ikMvaa [laovhoTrvar ela[-DI [lao@T/a^inak baaoD-sa\

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Billboards and giant posters beside the highway or in cities aa.

mahamaaga- ikMvaa Sahrat ibalabaaoD-sa\ AaiNa maaozI paosTsa-

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Seeing friend, family or colleague using the brand or the product

b`a^ND ikMvaa ]%padna vaaprtanaa ima~ ¸ kuTuMba ikMvaa sahkarI yaaMnaa baGaNao

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bb. cc.

Brands and products appearing in scenes during your favorite TV show or movies

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tumacyaa AavaD%yaa iTvhI Saao ikMvaa ica~pTa drmyaana saInsa maQao b`a^ND AaiNa ]%padna idsaNao Team of promoters in a public place presenting special offer of the product dd.

]%padnaacaI ivaSaoYa Aa^fr saadr krNaarI saava-jainak izkaNaI P`amaaoTsa-caI iTma

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Sponsorship of major music, entertainment, or local events ee.

maaozyaa saMgaIt ¸ manaaorMjana ikMvaa sqaainak kaya-k`maacao P`aayaaojana

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Sponsorship of major sporting events such as the Olympics ff.

Aa^ilaMipk saar#yaa maaozyaa KoLacyaa kaya-k`maaMcao P`aayaaojana

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Recommendation or advice from family, friend or colleague gg.

kuTuMba ¸ ima~ ikMvaa sahkarI yaaMcaI iSafarsa ikMvaa sallaa

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Recommendation or advice by salesperson in store hh.

dukanaatIla saolsapsa-na kDUna iSafarsa ikMvaa sallaa

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Play games and get mobile phone as a prize ii.

gaoma KoLa AaiNa maaobaa[-la faona baixasa ijaMka

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IMPORTANT: • • • •

PLEASE MAKE SURE THAT EXACTLY 10 CONTACTS ARE CIRCLED IN Q. 7 AND EACH OF THESE 10 HAS BEEN RANKED USING A NUMBER 1-10 IN Q. 8. USE EACH NUMBER (1-10) ONLY ONCE. YOU CANNOT HAVE TWO CONTACTS RANKED WITH THE SAME NUMBER

Page: 13

Global Calibration Study India – HHP – June 2009 [INTERVIEWER: TAKE THE FULL DECK OF CONTACT CARDS AND RE-SHUFFLE. TAKE THE BRAND CARDS – REFER TO SCREENER Q.V TO DETERMINE WHICH BRANDS RESPONDENT IS AWARE OF. HAND THE RESPONDENT THE BRAND CARDS THEY ARE AWARE OF AND CHECK BRANDS ON THE QUESTIONNAIRE.] 9. Think of the same list of ways, means, media and contacts that different CAMERA PHONE brands might use to communicate with you. As I read each contact, please tell me the CAMERA PHONE brands that you have often seen or heard of through that contact in the past few months.

Aata vaogavaogaLo k^maora faonacao b`a^NDsa\ tumacyaaSaI saMpk- saaQaNyaasaazI vaap$ Saktat ASaa yaaca maaga- ¸ saaQanao ¸ maaQyamao AaiNa ka^NT^@Tsa\ ivaYayaI ivacaar kra. jasao maI tumhalaa P`a%yaok ka^NT^@Tsa\ cao naava vaacaUna daKvaona tsao kRpyaa malaa tumhI k^maora faonacaa b`a^ND saaMgaa jyaa ivaYayaI tumhI maagacyaa kahI maihnyaat %yaa ka^NT^@T Waro barocada paihlao ikMvaa eoklao Aaho. [INTERVIEWER: READ EACH CONTACT INDIVIDUALLY AND RECORD BRANDS OR “NONE OF THESE” FOR EACH.

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Motorola

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INTERVIEWER: X BOX IF AWARE OF BRAND IN SCREENER QUESTION Q.V 

Micro Max

Nokia 

Global Calibration Study

Celebrities or well-known cultural icon (film stars, musicians, sports person or team, designers or artists) using or endorsing brand/product a.

b.

laaokiP`aya ikMvaa saup`isaQd saaMskRitk vya@tI ³ iflmasTasa- ¸ saMgaItkar ¸ KoLaDu ikMvaa iTma ¸ iDJaa[-nasa- ¸ klaakar ´ yaaMnaI b`a^ND À ]%padna eNDa^sa- krNao Brochure, catalogue, postcard or letter from brand received in the mail maola Waro b`a^ND kDUna imaLalaolao

b`aaoSar ¸ k^Tlaa^ga ¸ paosTkaD- ikMvaa p~ Brand store where sells only one brand (eg. Nokia Priority)

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b`a^ND sTaoAr ijaqao f@t ekca b`a^ND ivaklaa jaatao (eg. Nokia Priority) Brand display at department store/electronics store

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iDpaT-maoMT sTaoAr À [lao@T/a^inak sTaoAr maQao b`a^NDcaa iDsPlao In-store demonstration or test and try in shop

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dukanaatIla Domaa^nsT/oSana ikMvaa caacaNaI AaiNa T/aya [na Saa^p Magazines, leaflets or posters in a store that provide detailed information about the brand, product, features

f.

dukanaatIla maaisako¸ p~ko ikMvaa paosTsa- jaI b`a^ND¸ ]%padna¸ ifcasa- ivaYayaI ivastRt maaihtI dotat In-store sweepstakes, promotions, contests, prizes, giveaways, rebates, discount coupon, or bonus from the brand or the store with purchase of product

g.

b`a^ND ikMvaa dukanaakDUna ]%padnaaMcyaa KrodIvar imaLNaarI dukanaatIla svaIpsTo@sa ¸ P`amaaoSansa ¸ kMTosTsa\ ¸ baixasao ¸ irbaoTsa\ ¸ iDska}MT kupnsa ikMvaa baaonasa Ads in cinema shown before the movie

h. i.

ica~pTacyaa AaQaI isanaomaat daKvaNyaat yaoNaarI jaaihrat Magazine ads

maaisakatIla jaaihratI Independent test results and recommendations, product reviews

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site) with more information about product and brand Outdoor moving picture ads on screens or LED electronic boards [MTrnaoT ba^nar jaaihratI jyaa tumhalaa in store frontsvarIla on buildings or in elevators

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vaobasaa[-T ³ ikMvaa maayak`aosaa[-T ´ kDo sk`Inavar GarabaahorIla caala%yaa ica~aMcyaa Gao}na jaatat ijaqao ]%padna AaiNa b`a^ND jaaihratI ikMvaa sTaoAr cyaa samaaor [maartIvar ivaYayaI jaast maaihtI Asato[lao@T/a^inak ikMvaa [laovhoTrvar ela[-DI E-mail from manufacturer/retailer on items related to the product baaoD-sa\

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you purchased that you have signed up for Billboards and giant posters beside the highway or in cities

tumhI ivakt Gaotlaolyaa ]%padnaaSaI mahamaaga- ikMvaa Sahrat ibalabaaoD-sa\ saMbaMQaIt AaiNa tumhI jyaasaazI saa[-na Ap AaiNa maaozI paosTsakolao Aaho ASaa vastu saazI ]%padk À irTolar Seeing friend, family or colleague using the brand or the product kDUna maola ]%padna vaaprtanaa ima~ ¸ b`a^ND[-ikMvaa

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INTERVIEWER: INTERVIEWER: X X BOX BOX IF IF AWARE AWARE OF OF BRAND BRAND IN IN SCREENER SCREENER QUESTION QUESTION Q.V Q.V   k. u. l.

m.

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aa s. . bb

Product review that contain views or opinions of products Newspaper adswebsites vat-maanap~atIla jaaihratI from independent institutions or organizations (eg. Consumer Leaflets, or circulars in newspapers or magazines Reports, inserts GSM Arena, etc) and general consumers may participate vat-maanap~ ikMvaa maaisakat p~ko¸ [nsaT-sa\ in the forum in the sites

ikMvaa sa@yau-lasaP`aa^D@T irvyau vaobasaa[-Tsa\ jyaamaQao ] Radio ads or sponsorship of radio program %padnaa ivaYayaI svatM~ saMsqaaMcaI ³ jasao roiDAao jaaihratI ikMvaa roiDAaoA^ronaa kaya- [.´ kMjyaumar irpaoT- ¸ jaIesaema k`maaMcao mato idlaolaIP`aayaaojana Asatat AaiNa saamaanya g`aahk Co-operation ads with retailers or Service Provider on TV (e.g., yaa saa[-T var faorma maQao sahBaaga Gao} Verizon and Samsung with an offer or new product) Saktat iTvhIvar irTolasa- ikMvaa saovaa purvazadar

Online information searches through search engines (e.g. Google, kMpnaI saaobat Altavista, Yahoo, etc.) kaoAa^proSana jaaihratI jasao

eKaVa Aa^fr ikMvaa ]%padnaasaaobat saca- [MjaInsa ³ jasaonavyaa gaugala ¸ AlTaivhsTa ¸ vhorIAa^na AaiNa sa^masauMga yaahU [.´ Waro Aa^nalaa[-na maaihtIcaa Featured in HHP related program ( new product review program or SaaoQa technology program or newsconsumers GargautItalk]%padnao Websites orrelated Weblogs where )general about brands³ navyaa irvyau P`aaog`a^ma & products]%padnaacaa or recommend products ikMvaa tM~&anaacyaa saMdBaa-tIla kaya-k`ma vaobasaa[-Tsa\ ikMvaa vaobalaa^gja ijaqao ´ ikMvaa baatmyaaM maQao ifcar kolao jaaNao saamaanya g`aahk b`a^NDsa\ AaiNa ]%padnao TV programmes sponsored by the brand (e.g. 'this program yaaMcyaa ivaYayaI baaolaU Saktat ikMvaa ] is brought to you by….') %padnao saucavaU Saktat iTvhI kDUna P`aayaaoijat Posterskaya-k`ma or signs in the b`a^ND airport kolaa jaaNao eArpaoTmaQao paosTsa- ikMvaa saa[-nsa iTvhI T/onajaaihratI ikMvaa sabavao ASaa saava-jainak Banner ads on the Internet that take you to a website (or micro vaahtuk saaQanaacyaa AatmaQao jaaihratI

Fly

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

India – HHP – June 2009

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Micro Max

India – HHP – June 2009

Sponsorship of major music, entertainment, or local events a.

maaozyaa saMgaIt ¸ manaaorMjana ikMvaa sqaainak kaya-k`maacao P`aayaaojana Sponsorship of major sporting events such as the Olympics

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Aa^ilaMipk saar#yaa maaozyaa KoLacyaa kayak`maaMcao P`aayaaojana Recommendation or advice from family, friend or colleague

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kuTuMba ¸ ima~ ikMvaa sahkarI yaaMcaI iSafarsa ikMvaa sallaa Recommendation or advice by salesperson in store

d.

dukanaatIla saolsapsa-na kDUna iSafarsa ikMvaa sallaa Play games and get mobile phone as a prize

e.

gaoma KoLa AaiNa maaobaa[-la faona baixasa ijaMka

IMPORTANT: Make sure every contact (row) has either brand(s) or “None of these” selected.

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Global Calibration Study India – HHP – June 2009 [INTERVIEWER: GIVE FREQUENCY CARD TO RESPONDENT TO CHOOSE FROM. READ CONTACTS IN RANDOM ORDER] 10. Now, I’m going to read some contacts that may or may not be important to you. Please let me know how often, if ever, you experience or are exposed to each of these contacts.

Aata maI tumhalaa ASaa kahI ka^NT^@Tsa\ caI naavao vaacaUna daKvaNaar Aaho jao tumacyaasaazI mah%vaacao AsatIla ikMvaa nasatIlahI. kRpyaa malaa saaMgaa tumhI iktI vaarMvaar yaa P`a%yaok ka^NT^@T caa AnauBava yaotao Æ

READ CONTACTS IN RANDOM ORDER

Once Daily or More

Once a Week or More

idva saat Una ekd a ikM vaa jaas t vao La

Aazv aDya atUn a ekda ikMv aa jaast vaoL a

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vaYa atUna ekda ikMv aa kmaI vaoL a

kQaIc a naahI

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dr 6 maih maih nyaat nyaat Una Una ekda ekda ikMv ikMv aa aa jaast jaast vaoL vaoL a a

Celebrities or well-known cultural icon (film stars, musicians, sports person or team, designers or artists) using or endorsing brand/product a.

laaokiP`aya ikMvaa saup`isaQd saaMskRitk vya@tI ³ iflmasTasa- ¸ saMgaItkar ¸ KoLaDu ikMvaa iTma ¸ iDJaa[-nasa- ¸ klaakar ´ yaaMnaI b`a^ND À ]%padna eNDa^sa- krNao Brochure, catalogue, postcard or letter from brand received in the mail

b.

c.

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maola Waro b`a^ND kDUna imaLalaolao b`aaoSar ¸ k^Tlaa^ga ¸ paosTkaDikMvaa p~ Brand store where sells only one brand (eg. Nokia Priority)b`a^ND sTaoAr ijaqao f@t ekca b`a^ND ivaklaa jaatao (eg. Nokia Priority) Brand display at department store/electronics store

iDpaT-maoMT sTaoAr À [lao@T/a^inak sTaoAr maQao b`a^NDcaa iDsPlao In-store demonstration or test and try in shop

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dukanaatIla Domaa^nsT/oSana ikMvaa caacaNaI AaiNa T/aya [na Saa^p

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dukanaatIla maaisako ¸ p~ko ikMvaa paosTsa- jaI b`a^ND ¸ ]%padna ¸ ifcasaivaYayaI ivastRt maaihtI dotat In-store sweepstakes, promotions, contests, prizes, giveaways, rebates, discount coupon, or bonus from the brand or the store with purchase of product g.

b`a^ND ikMvaa dukanaakDUna ] %padnaaMcyaa KrodIvar imaLNaarI dukanaatIla svaIpsTo@sa ¸ P`amaaoSansa ¸ kMTosTsa\ ¸ baixasao ¸ irbaoTsa\ ¸ iDska}MT kupnsa ikMvaa baaonasa

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Ads in cinema shown before the movie h. i.

ica~pTacyaa AaQaI isanaomaat daKvaNyaat yaoNaarI jaaihrat Magazine ads maaisakatIla jaaihratI Independent test results and recommendations, product reviews or articles in magazines & newspapers

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vat-maanap~ ikMvaa maaisakat P`aa^D@T irvyauja ikMvaa laoKaMmaQao svatM~ caacaNaIcao inaYkYaNewspaper ads vat-maanap~atIla jaaihratI Leaflets, inserts or circulars in newspapers or magazines

vat-maanap~ ikMvaa maaisakat p~ko¸ [nsaT-sa\ ikMvaa sa@yau-lasaRadio ads or sponsorship of radio program

m.

roiDAao jaaihratI ikMvaa roiDAao kayak`maaMcao P`aayaaojana Co-operation ads with retailers or Service Provider on TV (e.g., Verizon and Samsung with an offer or new product)

n.

iTvhIvar irTolasa- ikMvaa saovaa purvazadar kMpnaI saaobat kaoAa^proSana jaaihratI jasao eKaVa Aa^fr ikMvaa navyaa ]%padnaasaaobat vhorIAa^na AaiNa sa^masauMga Featured in HHP related program ( new product review program or technology related program ) or news

o.

p.

GargautI ]%padnao ³ navyaa ] %padnaacaa irvyau P`aaog`a^ma ikMvaa tM~&anaacyaa saMdBaa-tIla kaya-k`ma ´ ikMvaa baatmyaaM maQao ifcar kolao jaaNao TV programmes sponsored by the brand (e.g. 'this program is brought to you by….')

iTvhI kaya-k`ma b`a^ND kDUna

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P`aayaaoijat kolaa jaaNao q.

TV commercials

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[MTrnaoT varIla ba^nar jaaihratI jyaa tumhalaa vaobasaa[-T ³ ikMvaa maayak`aosaa[-T ´ kDo Gao}na jaatat ijaqao ]%padna AaiNa b`a^ND ivaYayaI jaast maaihtI Asato E-mail from manufacturer/retailer on items related to the product you purchased that you have signed up for

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tumhI ivakt Gaotlaolyaa ]%padnaaSaI saMbaMQaIt AaiNa tumhI jyaasaazI saa[na Ap kolao Aaho ASaa vastu saazI ] %padk À irTolar kDUna [- maola Manufacturer's website ]%padkacyaa vaobasaa[-Tsa\ Product review websites that contain views or opinions of products from independent institutions or organizations (eg. Consumer Reports, GSM Arena, etc) and general consumers may participate in the forum in the sites

u.

P`aa^D@T irvyau vaobasaa[-Tsa\ jyaamaQao ]%padnaa ivaYayaI svatM~ saMsqaaMcaI ³ jasao kMjyaumar irpaoT¸ jaIesaema A^ronaa [.´ mato idlaolaI Asatat AaiNa saamaanya g`aahk yaa saa[-T var faorma maQao sahBaaga Gao} Saktat Online information searches through search engines (e.g. Google, Altavista, Yahoo, etc.)

v.

saca- [MjaInsa³ jasao gaugala¸ AlTaivhsTa¸ yaahU [.´ Waro Aa^nalaa[na maaihtIcaa SaaoQa Websites or Weblogs where general consumers talk about brands & products or recommend products

w.

vaobasaa[-Tsa\ ikMvaa vaobalaa^gja ijaqao saamaanya g`aahk b`a^NDsa\ AaiNa ]%padnao yaaMcyaa ivaYayaI baaolaU Saktat ikMvaa ]%padnao saucavaU Saktat Posters or signs in the airport

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T/ona ikMvaa sabavao ASaa saavajainak vaahtuk saaQanaacyaa AatmaQao jaaihratI Outdoor moving picture ads on screens or LED electronic boards in store fronts on buildings or in elevators z.

aa.

sk`Inavar GarabaahorIla caala%yaa ica~aMcyaa jaaihratI ikMvaa sTaoAr cyaa samaaor [maartIvar ikMvaa [laovhoTrvar ela[-DI [lao@T/a^inak baaoD-sa\ Billboards and giant posters beside the highway or in cities

mahamaaga- ikMvaa Sahrat ibalabaaoDsa\ AaiNa maaozI paosTsa-

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b`a^ND ikMvaa ]%padna vaaprtanaa ima~ ¸ kuTuMba ikMvaa sahkarI yaaMnaa baGaNao Brands and products appearing in scenes during your favorite TV show or movies

cc.

tumacyaa AavaD%yaa iTvhI Saao ikMvaa ica~pTa drmyaana saInsa maQao b`a^ND AaiNa ]%padna idsaNao Team of promoters in a public place presenting special offer of the product

dd.

]%padnaacaI ivaSaoYa Aa^fr saadr krNaarI saava-jainak izkaNaI P`amaaoTsa-caI iTma Sponsorship of major music, entertainment, or local events

ee.

maaozyaa saMgaIt ¸ manaaorMjana ikMvaa sqaainak kaya-k`maacao P`aayaaojana Sponsorship of major sporting events such as the Olympics

ff.

gg.

Aa^ilaMipk saar#yaa maaozyaa KoLacyaa kaya-k`maaMcao P`aayaaojana Recommendation or advice from family, friend or colleague

kuTuMba ¸ ima~ ikMvaa sahkarI yaaMcaI iSafarsa ikMvaa sallaa Recommendation or advice by salesperson in store

hh.

dukanaatIla saolsapsa-na kDUna iSafarsa ikMvaa sallaa

1

2

3

4

5

6

ii.

Play games and get mobile phone as a prize

1

2

3

4

5

6

gaoma KoLa AaiNa maaobaa[-la faona Page: 21

Global Calibration Study India – HHP – June 2009

baixasa ijaMka

Page: 22

Global Calibration Study India – HHP – June 2009 [INTERVIEWER: Q11 to Q17 are Segment Identification questions. Identify Macro segment of the respondent using Q11 to Q13.] [MACRO SEGMENT STATEMENT] 11. I’ll read few statements which describe general attitudes toward mobile phone. Which one of the following statements best describes you when purchasing a mobile phone? (SA)

maI tumhalaa maaobaa[-la faona ivaYayaI saamaanya dRYTIkaoNa vya@t krNaarI kahI ivaQaanao vaacaUna daKvaNaar Aaho. tumhI maaobaa[-la faona ivakt Gaotanaa puZIlapOkI kaoNato ivaQaana tumacao savaa-t yaaogya P`akaro vaNa-na krto Æ [INTERVIEWER: Do not read out the first column which is just for internal use] Macro Segment [DO NOT READ SEGMENT NAMES]

Statement [READ LIST] I tend to buy stylishly designed phone that can differentiate me, as mobile phone expresses my style and individuality

Style

sTa[-la

Asao sTayailaSalaI iDJaa[-nD faonsa ivakt GaoNyaakDo maaJaa kla Asatao jao maI vaogaLa Aaho Asao daKvatat karNa maaobaa[la faona maaJaI sTa[-la AaiNa vya@tIma%va vya@t krtao

1

I tend to buy phone with latest advanced functions through which I can obtain information as well as enjoy entertainment in maximum level. I am ready to pay high price for these advanced functions Infotainment

manaaorMjana AaiNa maaihtI

jyaaWaro malaa maaihtI imaLU Sakto tsaoca maI jaastIt jaast P`amaaNaat manaaorMjana imaLvaU Saktao ASaI naivanatma A%yaaQauinak fM@Sansa Asalaolaa faona ivakt GaoNyaakDo maaJaa kla Asatao. maI ASaa A%yaaQauinak fM@Sansa saazI jaada ikMmat maaojaNyaasa tyaar Aaho.

2

I tend to buy phone with good multi media features such as camera, video and music player which I am ready to pay more for cutting edge functions as they make my life more enjoyable Multimedia

malTIimaDIyaa

Business

vyavasaaya

k^maoraÊ ivhDIAao AaiNa myauJaIk PlaoAr ASaI caaMgalaI malTIimaDIyaa ifcasaAsalaolaa faona ivakt GaoNyaakDo maaJaa kla Asatao AaiNa %yaasaazI maI jaada pOsao doNyaasa tyaar Aaho. ASaI A%yaaQauinak fM@Sansa maaJao jaIvana AanaMddayak banavatat I tend to buy phone with functions that can help my work as mobile phone for me is a business necessity (rather than for personal use). And it should help me improve productivity for work

3

4

malaa maaJyaa kamaat madt k$ Sakola ASaI fM@Sansa Asalaolaa faona ivakt GaoNyaakDo

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Global Calibration Study India – HHP – June 2009

maaJaa kla Asatao karNa maaJyaasaazI maaobaa[-la faona hI vyavasaayaIk garja Aaho. AaiNa %yaanao maaJyaa kamaasaazI ] %padkta sauQaarNyaasa madt krayalaa hvaI I am pretty practical when it comes to my phone : it’s a tool to stay in contact with others all the time and get things done Connected

knao@ToD

maaJyaa faonacyaa saMdBaa-t maI Kupca vyavaharI Aaho : tao sava- kaL [traMSaI saMpka-t rahNyaacaa AaiNa kamao krvaUna GaoNyaacao saaQana Aaho

5

I tend to buy stripped down basic phone with no features as mobile phone means no more than a pure communication tool. I do not have any intention to pay more for any advanced features or design Basic

AaQaarBaUt

kaoNatIhI jaada ifcasa- nasalaolaa maaobaa[-la faona ivakt GaoNyaakDo maaJaa kla Asatao karNa to ek SauQd saMpka-cao saaQana Aaho. maaJaI kaoNa%yaahI A%yaaQauinak ifcasaikMvaa iDJaa[-na saazI jaada pOsao doNyaacaI [cCa naahI.

6

[TECHNOLOGY ATTITUDE] 12. When thinking of mobile phone, which one of the following sentences best describes your attitude towards technology of mobile phone? (SA)

maaobaa[-la faonacaa ivacaar krta puZIlapOkI kaoNato ivaQaana tumacyaa maaobaa[-la faonacyaa tM~&anaaivaYayaIcyaa dRYTIkaoNaacao savaa-t yaaogya P`akaro vaNa-na krto Æ

Statement [READ LIST] I like to have the latest and the best technology mobile phone, so I can have all the newest features

malaa naivanatma AaiNa savaa-t caaMgalao tM~&ana Asalaolaa maaobaa[-la faona AsaNao AavaDto jaoNaok$na maaJyaajavaL sava- navaI ifcasa- AsatIla

1

I like to keep up with new technology, but I don’t always have to have the latest mobile phone

malaa navyaa tM~&anaasaaobat rahayalaa AavaDto prMtu maaJyaakDo naohmaIca naivanatma maaobaa[-la faona Asaavaa Asao naahI

2

Technology is helpful, but it is just something that does a particular job

tM~&ana ho madtSaIla Aaho prMtu to Asao kahItrI Aaho jao eKado ivaiSaYT kama krto

3

I try to keep technology to a minimum in my life

4

maI maaJyaa jaIvanaat kmaItkmaI tM~&ana vaaprNyaacaa

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Global Calibration Study India – HHP – June 2009

P`aya%na krtao [DESIGN ATTITUDE] 13. When thinking of mobile phone, which one of the following sentences best describes your attitude towards design of mobile phone? (SA)

maaobaa[-la faonacaa ivacaar krta puZIlapOkI kaoNato ivaQaana tumacyaa maaobaa[-la faonacyaa iDJaa[-na ivaYayaIcyaa dRYTIkaoNaacao savaa-t yaaogya P`akaro vaNa-na krto Æ

Statement [READ LIST] I like to have the latest and the coolest design mobile phone

malaa naivanatma AaiNa savaa-t jaast kUla iDJaa[-na Asalaolaa maaobaa[-la faona Gyaayalaa AavaDtao I like to keep up with new design trend, but I don’t always have to have the latest design product

malaa navaI iDJaa[-na vaaprayalaa AavaDto prMtu maaJyaakDo naivanatma iDJaa[-nacaoca ]%padna Asaavao Asao kahI naahI Design is supportive, but it is just something that makes exterior look (outward appearance) better

iDJaa[-na hI sahayyakarI Asato prMtu tI f@t baahya sva$p AiQak caaMgalao banavato

1

2

3

All the mobile phones look similar, so design doesn’t really matter

sagaLo maaobaa[-la faonsa saarKoca idsatat mhNaUnaca iDJaa[na ittkI mah%vaacaI naahI

4

[COMPULSORY Screening Criteria for Each Segment – Macro Segment Identification] [INTERVIEWER: After a respondent selected a corresponding statement for each segment in Q11, he/she should be verified through ‘Technology Attitude’ (Q12) and ‘Design Attitude’ (Q13) questions. A respondent will then be qualified as the segment he/she selected in Q11 according to the criteria below.]

13-1.

INTERVIEWER: CHECK QUALIFICATION OF MACRO SEGMENT OF THE RESPONDENT USING THE CRITERIA BELOW AND MARK SEGMENT VERIFIED. IF THE RESPONDET IS NOT VERIFIED AS THE SEGMENT HE/SHE SELECTED IN Q11, MARK “NOT VERIFIED (Code 7)”.

Technology Attitude Q12

Design Attitude Q13

Verification Of Macro Segment

Style

Qualified if 1,2 or 3 is answered

Qualified if 1 or 2 is answered

1

Infotainment

Qualified if 1 or 2 is answered

Qualified if 1,2 or 3 is answered

2

Page: 25

Global Calibration Study India – HHP – June 2009 Multimedia

Qualified if 1 or 2 is answered

Qualified if 1,2 or 3 is answered

3

Business

Qualified if 1, 2 or 3 is answered

Qualified if 2,3 or 4 is answered

4

Connected

Qualified if 3 or 4 is answered

Qualified if 3 or 4 is answered

5

Basic

Qualified if 3 or 4 is answered

Qualified if 3 or 4 is answered

6

Not verified

7

Page: 26

Global Calibration Study India – HHP – June 2009 [ASK ALL] [FUNCTIONAL PREFERENCE FOR FUTURE MOBILE PHONE] 14. When you purchase a mobile phone in the future, what are the features that you are willing to (or have intention to) pay more for the features listed below? Select all that apply. (MA)

BaivaYyaat jaoMvha tumhI maaobaa[-la faona ivakt Gyaala toMvha tumhI yaa yaadItIla kaoNa%yaa ifcasa- saazI jaada pOsao doNyaasa tyaar Asaala Æ laagau Asaola to sava- inavaDa.

FEATURES [READ LIST] Calls

ka^lsa SMS

esaemaesa Browse the internet

[MTrnaoT b`aa}ja krNao Take photos

faoTao kaZNao Send photos (MMS)

faoTao ³ emaemaesa ´ pazvaNao Check/send email

[-maola caok krNao À pazvaNao Record video

ivhDIAao SauT krNao Music capabilities (Mp3 player)

myauJaIk ³ emapI 3 ´ xamata File viewer/editor

fa[-la vyauvhr À eDITr Calendar/alarm

k^laoMDr ikMvaa AlaamaVideo telephony (3G)

ivhDIAao ToilafaonaI ³ 3 jaI ´ Video streaming

ivhDIAao sT/IimaMga Mobile TV

maaobaa[-la iTvhI

01 02 03 04 05 06 07 08 09 10 11 12 13

[INTERVIEWER: Once the Macro segment is identified for each respondent in Q11~Q13, read only the Micro segment statements that belong to the identified Macro segment. eg. If a respondent is identified as “Style” in the Macro segment, Micro statements that belong to “Style” should only be read to the respondent. Do not read the statements that belong to other Macro segments.] [IF A RESPONDENT IS NOT QUALIFIED AS THE SEGMENT HE/SHE SELECTED IN Q11 ACCORDING TO THE CRITERIA Q12~13, USE THE MACRO SEGMENT FROM Q11 REGARDLESS OF VERIFICATION RESULT FROM Q12&13] [INTERVIEWER] Since there is only 1 micro segment in the “Connected” segment, Micro statements question (Q15) doesn’t need to be asked for those who are identified as “Connected” in the Macro segment. In other words, if Macro segment is ”Connected”, code ‘Pragmatic Show –offs’ (code 09) without asking the micro statements and skip to Q16.

Page: 27

Global Calibration Study India – HHP – June 2009 For “Business” segment, there is single micro segment within the Business (Business & Pleasure), therefore code ‘Business & pleasure’ (code 08) without asking the micro statements and skip to the Key buying factor question Q16. [INTERVIEWER: Please read only the statements that are applicable in each macro segment specified in the left end macro segment column] [MICRO SEGMENT STATEMENT] 15. When it comes to the mobile phone purchase, which statement do you think best describes what you tend to buy in more detail? (SA)

tumhI tumacaa puZcaa maaobaa[-la faona ivakt GaoNyaacyaa saMdBaa-t ivacaar krta puZIlapOkI kaoNato ivaQaana tumhalaa kaya hvao %yaacao savaa-t yaaogya P`akaro vaNa-na krto Æ MACRO SEGMENT

MICRO SEGMENT [DO NOT READ]

STATEMENT I always have the latest, coolest phone. I tend to buy a top of the line design, feature mobile phone and I’m willing to pay more for the one that fits my taste

State-of-the-art

Style

maaJyaakDo naohmaIca laoTosTÊ savaa-t kUla faona Asatao maaJaa naohmaIca Ta^p Aa^f d laa[-na iDJaa[-na AaiNa ifcarcaa maaobaa[-la faona GaoNyaakDo kla Asatao AaiNa maI maaJyaa $caInausar yaaogya Asalaolyaa faonasaazI jaada pOsao doNyaasa tyaar Asatao

01

As phone shows my style and individuality, I tend to buy good design phone but at the same time I should keep up with the trend by having camera and music functions as well Style Leaders

maaJaa faona maaJaI sTa[-la AaiNa vya@tIma%va daKvatao mhNaUna maaJaa caaMgalao iDJaa[-na Asalaolaa faona tsaoca k^maora AaiNa myauJaIk ASaa fM@Sansa sah T/oMD Asalaolaa faona GaoNyaakDo maaJaa kla Asatao

02

I tend to buy and play with phones stuffed packed with most latest advanced new features and technology. I am willing to pay more for the most high-tech. advanced features so that I can use these features to my utmost expectation Infotainment

Feature Maximizer

maaJaa savaa-t A%yaaQauinak navaI ifcasaAaiNa tM~&ana Asalaolaa faona ivakt GaoNyaakDo AaiNa KoLNyaakDo kla Asatao maI savaa-t jaast ]cca tM~&anayau@tÊ A%yaaQauinak ifcasa- saazI jaada pOsao doNyaasa tyaar Aaho jaoNaok$na malaa hI ifcasa- maaJyaa savaao-cca Apoxaonausaar vaaprta yaotIla

03

Page: 28

Global Calibration Study India – HHP – June 2009 I tend to buy mobile phone with good camera and good music player that is backed up by reliable, well known brand Branded music& photo

maaJaa caaMgalaa k^maora AaiNa caaMgalaa myauJaIk PlaoAr Asalaolaa AaiNa ivaSvaasaah- tsaoca sauP`aisaQd b`a^NDkDUna Asalaolaa maaobaa[-la faona GaoNyaakDo kla Asatao

04

I tend to buy a phone that is durable with camera and music player for me to enjoy Music & Photo Multimedia

maaJaa iTka} Asalaolaa AaiNa AanaMd imaLvaNyaasaazI k^maora AaiNa myauJaIk PlaoAr Asalaolaa maaobaa[-la faona ivakt GaoNyaakDo kla Asatao

05

I tend to buy phone with unique design which also has multi media features such as camera and music player to enjoy Multimedia youngsters

maaJaa ekmaova Asao iDJaa[-na Asalaolaa AaiNa AanaMd imaLvaNyaasaazI k^maora AaiNa myauJaIk PlaoAr ASaI malTIimaDIyaa ifcasa- Asalaolaa maaobaa[-la faona ivakt GaoNyaakDo kla Asatao

06

I tend to buy a phone with camera and music player that is durable and affordable within my budget Affordable multi media

maaJaa iTka} Asaa k^maora AaiNa myauJaIk PlaoAr Asalaolaa AaiNa maaJyaa bajaoTmaQao basaNaara maaobaa[-la faona ivakt GaoNyaakDo kla Asatao

07

I want a phone that’s great for my work with advanced office functions but does not skimp on fun – gaming, web access, a good camera and media support are keys for me Business

Connected

Business & pleasure

Pragmatic

malaa maaJyaa kamaasaazI Cana Asalaolaa AaiNa A%yaaQauinak Aa^fIsa fM@Sansa Asalaolaa prMtu majaosaazI nasalaolaa faona hvaa Aaho. tsaoca gaoimaMga Ê vaoba A^@saosa Ê caaMgalaa k^maora AaiNa imaDIyaa sapaoTho maaJyaasaazI mah%vaacao Aahot N/A

08

09

All I want is a tool to make calls and receive calls Therefore, I just want the most basic phone as I do not care of any features or the design of the phone at all Mobile rejector

Basic

malaa f@t ka^lsa krNyaa AaiNa GaoNyaacao saaQana hvao Aaho mhNaUnaca malaa ek savaa-t AaQaarBaUt faona hvaa Aaho karNa maI [tr kaoNa%yaahI ifcasa- ikMvaa iDJaa[nacaa Aijabaat ivacaar krt naahI

10

I want a rugged phone that is durable and has long battery life. It should also fit my tight budget Assurance seeker

malaa ek majabaUt AaiNa jaast ba^TrI laa[-f Asalaolaa dNakT faona hvaa Aaho. tao maaJyaa kmaI bajaoTmaQaohI basaayalaa hvaa.

11

Page: 29

Global Calibration Study India – HHP – June 2009

[ASK ALL] [DIFFERENCTIATED KEY BUYING FACTOR] 16. Considering the following 15 factors when purchasing a mobile phone, please pick top 5 most important buying factors you might consider when buying your next mobile phone. (MA)

ek maaobaa[-la faona ivakt Gaot Asatanaacyaa puZIla 15 GaTkaMcaa ivacaar kra. tumacyaa BaivaYyaatIla maaobaa[-la faonacyaa KrodIcyaa saMdBaa-t ivacaar krta tumhI kaoNa%yaa 5 savaa-t mah%vaacyaa GaTkaMcaa ivacaar krala Æ

FEATURES [READ LIST] Design & appearance

iDJaa[-na AaiNa sva$p

01

Form type (eg. bar/clamshell/slider)

Aakaracaa P`akar jasao baar À @la^maSaola À slaa[-Dr

02

Ease of use (eg. size and arrangement of keys/buttons)

vaaprNyaacaa saaopopNaa jasao kIja À baTnaaMcaa Aakar AaiNa AroMjamaoMT Brand of the phone

faonacaa b`a^ND Durability

iTka}pNaa

03 04 05

Sound quality (ie. clarity and loudness)

AavaajaacaI gauNava
06

Battery life (eg. battery lasts a long time between charges, longer overall battery life)

ba^TrI laa[-f jasao ba^TrI jaast kaL caalaNao À ba^TrIcao sarasarI laa[-f jaast AsaNao

07

Display (ie. Size of screen, colors, brightness)

iDsPlao jasao sk`Inacaa Aakar¸ rMga¸ BaDkpNaa Image (camera) and music capabilities(mp3)

k^maora AaiNa myauJaIk xamata

08 09

Advanced multi media functions (video streaming, mobile TV)

A%yaaQauinak malTIimaDIyaa fM@Sansa jasao ivhDIAao sT/IimaMga Ê maaobaa[-la iTvhI

10

Office functions (eg. E-mail, calendar and address synchronization)

Aa^fIsa fM@Sansa jasao [- maola¸ k^laoMDr AaiNa A^D/osa isaMk`aonaayaJaoSana Internet access

11

[MTrnaoT A^@saosa

12

Roaming capabilities (eg. dual band, tri-band, quad-band)

13

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Global Calibration Study India – HHP – June 2009

raoimaMga xamata jasao DyauAla ba^MD¸ T/ayaba^ND¸ @vaaDba^ND Network technology (eg. 2G vs. 3G)

naoTvak- tM~&ana jasao 2 jaI kI 3 jaI Price of the phone

faonacaI ikMmat

14 15

Page: 31

Global Calibration Study India – HHP – June 2009

[INTERVIEWER: Criteria for Each Micro Segment] After a respondent selected a corresponding statement for each micro segment in Q15, he/she should be verified through Key buying factor (Q16) question. A respondent will then be qualified as the segment he/she selected in Q15 according to the criteria below. Criteria: 2 or more KBFs of corresponding Micro segment must be included in the top 5 KBF responses for those segments.

16.1INTERVIEWER: Check qualification of micro segment using the criteria above and MARK VERIFIED MICRO SEGMENT. IF THE RESPONDET IS NOT VERIFIED AS THE MICRO SEGMENT HE/SHE SELECTED IN Q15, MARK “NOT VERIFIED (Code 12)”. MACRO SEGMENT

MICRO SEGMENT [DO NOT READ] State-of-the-art

Style Style Leaders Infotainment

Feature Maximizer Branded music & photo Music & Photo

Multimedia

Multimedia youngsters

Affordable multi media

Business

Business & pleasure

Connected

Pragmatic

Mobile rejector Basic Assurance seeker Not verified

DIFFERENTIATED KBF (Factors that have to be included in the top 5 selection) Q16  Design & appearance  Image(camera) & music capabilities(Mp3)  Advanced multimedia functions (video streaming, mobile TV)  Design & appearance  Image(camera) & music capabilities(Mp3)  Image(camera) & music capabilities(Mp3)  Advanced multi media functions (video streaming, mobile TV)  Network technology (3G)  Image(camera) & music capabilities(Mp3)  Brand  Image(camera) & music capabilities(Mp3)  Durability  Image(camera) & music capabilities(Mp3)  Design & appearance  Display  Image(camera) & music capabilities(Mp3)  Durability  Price  Office functions  Internet access  Image(camera) & music capabilities(Mp3)  Battery life  Price  Ease of use  Price of the phone  Battery life  Sound quality  Durability  Battery life  Price of the phone

01 02 03 04 05 06

07

08

08

10

11 12

Page: 32

Global Calibration Study India – HHP – June 2009 [HIGH PRIORITY] [ASK Q.17 ONLY TO THE RESPONDENT WHO IS IN ‘STATE-OF-ART’, ‘FEATURE MAXIMIZE’, or ‘BUSINESS&PLEASURE’ MICRO SEGMENT GROUP (Code 1, 3 or 8) IN Q.15. ALL OTHERS SKIP TO Q.18] 17. Please indicate the importance of each value in your life using a scale of 1 to 5, where ‘1’ means ‘Not important at all’ and ‘5’means very important. (SA)

kRpyaa tumacyaa jaIvanaatIla P`a%yaok maulyaacao mah%va 1 to 5 gauNaaMcyaa skolacyaa madtInao spYT kra. yaa skolavar 1 mhNajao “Aijabaat mah%vaacao naahI” tr 5 mhNajao “Kup mah%vaacao”.

[READ ONLY THE LIFE STYLE VALUES THAT ARE APPLICABLE IN EACH MICRO SEGMENT SPECIFIED.] MICRO SEGMENT [DO NOT READ]

MACRO SEGMENT

Life Style Value [READ LIST]

Importance Rated Not Important at all

Very Important

Aijabaat mah%vaacao naahI Kup mah%vaacao (1) Status symbols djaaStyle

State-of-the-art

sTa[-la

sToT Aa^f d AaT-

Infotainment

manaaor Mjana AaiNa maaihtI

Feature Maximizer

ifcar ma^@JaImaayaJar

cao icanh (2) Upscale ]ccata (3) The best savaao%kRYT (1) Discover SaaoQa (2) Learning iSakNao (3) Excellency

ccata

savaao-

(1) Responsibility Business

vyavasaa ya

Business & pleasure

ibaJanaosa A^ND PlaoJar

jabaabadarI (2) Balance saMtulana (3) Freedom svatM~ta

①-------②-------③-------④-------⑤ ①-------②-------③-------④-------⑤ ①-------②-------③-------④-------⑤ ①-------②-------③-------④-------⑤ ①-------②-------③-------④-------⑤ ①-------②-------③-------④-------⑤ ①-------②-------③-------④-------⑤ ①-------②-------③-------④-------⑤ ①-------②-------③-------④-------⑤

[INTERVIEWER: Criteria for Each Micro Segment Among the 3 lifestyle value attributes in the applicable Micro segments, 2 or more attributes should be rated 4 or 5 to be finally qualified for the micro segment] 17.1INTERVIEWER: Check qualification of micro segment using the criteria above and MARK VERIFIED MICRO SEGMENT. IF THE RESPONDET IS NOT VERIFIED AS THE HIGH PRIORITY SEGMENT HE/SHE SELECTED IN Q17, MARK “NOT VERIFIED (Code 4)”. MACRO SEGMENT

MICRO SEGMENT

Style

State-of-the-art

1

Infotainment

Feature Maximizer

2

Page: 33

Global Calibration Study India – HHP – June 2009 Business Not verified

Business & pleasure

3 4

Page: 34

Global Calibration Study India – HHP – June 2009 [YMC – INFLUENCER] 18. I’ll read statements which might or might not describe you. Please rate statement using a 1 to 5 scale where "1" means "Doesn’t agree at all" and "5" means "Absolutely agree." [SHOW SCALE CARD]

Aata maI tumhalaa ASaI ivaQaanao vaacaUna daKvaNaar Aaho jaI tumacao vaNa-na k$ Saktat ikMvaa krthI naahIt. kRpyaa 1 to 5 gauNaaMcyaa skolacyaa madtInao yaa ivaQaanaaMcao maulyaaMkna kra. yaa skolavar 1 mhNajao “Aijabaat sahmat naahI” tr 5 mhNajao “puNa-pNao sahmat”.

[READ LIST]

Doesn’t agree at all

Absolut ely agree

Aijab aat sahm at naahI

puNapNao sahma t

Spread the word about issues I am passionate about 1

malaa jyaacaI Aa%yaMitk AavaD Aaho %yaacaa P`acaar krtao

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

My friends look to me as an expert on what's hot/not 2

3

maaJao ima~ malaa kaoNatI gaaoYT ha^T Aaho AaiNa kaoNatI naahI yaabaabat t& samajatat I like to express my opinion or advice about digital/electronic devices to others

malaa iDijaTla À [lao@T/Ikla saaQanaaM ivaYayaI maaJao mat ikMvaa sallaa [traMnaa Vayalaa AavaDto Have my look/style choices copied by others

4 5

maaJaI lauk À sTa[-lacaI psaMt [traMkDUna ka^pI kolaI jaato Give recommendation on fitness/work out activities

maI ifTnaosa À vyaayaamaa ivaYayaI saucanaa dotao

[YMC – MIND SET] 19. I’ll read other statements which might or might not describe you. Please rate statement using a 1 to 5 scale which "1" means "Doesn’t agree at all" and "5" means "Absolutely agree." [SHOW SCALE CARD]

Aata maI tumhalaa ASaI ivaQaanao vaacaUna daKvaNaar Aaho jaI tumacao vaNa-na k$ Saktat ikMvaa krthI naahIt. kRpyaa 1 to 5 gauNaaMcyaa skolacyaa madtInao yaa ivaQaanaaMcao maulyaaMkna kra. yaa skolavar 1 mhNajao “Aijabaat sahmat naahI” tr 5 mhNajao “puNa-pNao sahmat.

[READ LIST]

Doesn’t agree at all

Absolut ely agree

Page: 35

Global Calibration Study India – HHP – June 2009

puNapNao

Aijab aat sahm at naahI

sahma t

I’m the kind of person who knows what I want and how to achieve it 1

maI ASaa P`akarcaI vya@tI Aaho jaIlaa malaa kaya hvao Aaho AaiNa to ksao imaLvaayacao to maaiht Aaho

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

I attempt to better myself (mentally, physically) through study 2

maI AByaasaaWaro maaJyaat sauQaarNaa ³ maanaisakÊ SaairrIk ´ krNyaacaa P`aya%na krtao I want to participate in adventure sports

3 4

malaa QaaDsaI KoLaMmaQao sahBaaga GaoNyaacaI [cCa Aaho I am always up for a new thrill

maI navyaa q`aIlasaazI naohmaIca tyaar Asatao I don’t like to feel that I’ve missed out on new views or styles

5

navaa dRYTIkaoNa ikMvaa sTa[-la maaJyaakDUna cauklaI Aaho Asao vaaTayalaa malaa AavaDt naahI I regularly seek out other point of view and reconsider my own

6

maI naohmaIca [tr dRYTIkaoNa jaaNaUna Gaotao AaiNa maaJyaa dRYTIkaoNaaivaYayaI punaiva-caar krtao The latest technology and best design are very important to me for digital/electronic devices

7

iDijaTla ikMvaa [lao@T/a^ina@sa saaQanaaMsaazI naivanatma tM~&ana AaiNa savaa-t caaMgalao iDJaa[-na maaJyaasaazI Kup mah%vaacao Aaho I enjoy being Center of Attention

8

malaa savaa-Mcyaa AakYa-Naacaa koMd`ibaMdu AsaNyaat majaa vaaTto I feel that a digital/electronic device should reflect my social status

9

maaJyaa iDijaTla ikMvaa [lao@T/a^ina@sa saaQanaaMnaI maaJaa saamaaijak djaa- dSa-vaavaa Asao malaa vaaTto I want to be the first to have the latest electronic device

10

naivanatma [lao@T/a^ina@sa saaQanao AsaNaarI maI pihlaI vya@tI AsaavaI Asao malaa vaaTto I prefer and purchase product with unique design

11

maI ekmaova Asao iDJaa[-nsa AsalaolaI ]%padnao psaMt krtao When it comes to music, nothing beats hearing it live

12

saMgaItacyaa saMdBaa-t to P`a%yaxa eokNyaasaarKo kahIca naahI

Page: 36

Global Calibration Study India – HHP – June 2009 [YMC – FINANCIAL VALUE] 20. I’ll read statements which might or might not describe your attitude purchasing behavior. Please rate statement using a 1 to 5 scale where "1" means "Doesn’t agree at all" and "5" means "Absolutely agree." [SHOW SCALE CARD]

Aata maI tumhalaa ASaI ivaQaanao vaacaUna daKvaNaar Aaho jaI tumacyaa KrodIcyaa vaagaNaUkI ivaYayaIcyaa dRYTIkaoNaacao vaNa-na k$ Saktat ikMvaa krthI naahIt. kRpyaa 1 to 5 gauNaaMcyaa skolacyaa madtInao yaa ivaQaanaaMcao maulyaaMkna kra. yaa skolavar 1 mhNajao “Aijabaat sahmat naahI” tr 5 mhNajao “puNa-pNao sahmat.

[READ LIST]

Doesn’t agree at all

Absolut ely agree

Aijab aat sahm at naahI

puNapNao sahma t

I always buy the better products for me even if they are more expensive 1

maI jarI to jaast mahaga Asalao trI maaJyaasaazI naohmaI AiQak caaMgalaI ]%padnaoca ivakt Gaotao

1

2

3

4

5

1

2

3

4

5

I am willing to pay a premium for the new tech/feature or stylish design 2

maI navyaa tM~&ana À ifcasa- ikMvaa sTayailaSa iDJaa[-na saazI iP`aimayama doNyaasaazI tyaar Aaho

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Global Calibration Study India – HHP – June 2009

21.

Below are in-store marketing materials that may impact shoppers’ purchase decision for mobile phone in store. Please select 3 communications tools that influence most on that decision.

KalaI dukanaat maaobaa[-la faona ivakt Gaotanaa KrodIdaracyaa inaNa-yaavar P`aBaava paDU Saktat ASaa dukanaatIla maako-TIMga maToiryala caI naavao idlaI Aahot. kRpyaa %yaa inaNa-yaavar savaa-t jaast P`aBaava paDt Asalaolyaa 3 kmyauinakoSanacyaa saaQanaaMcaI naavao saaMgaa. 1st In-store TV

dukanaatIla iTvhI Brochure

b`aaoSar Dangler

D^ngalar Floor Standee

FlauAr sT^NDI Poster

3rd

1 2 3 4 5

paosTr In-store Leaflet

dukanaatIla p~k Wobbler

vaa^balar Table Top Standee (Desk Top Standee)

TobalaTa^p sT^NDI Bunting

baMTIMga Topper

6 7 8 9 10

Ta^pr Others (Specify:_______________)

[tr spYT kra 22.

2nd

11

How many hours do you experience or be exposed to ‘TV contacts’ per day?

tumhalaa dr idvaSaI iktI tasa iTvhI ka^NT^@Tsa\ phayalaa imaLtat Æ

[RECORD WHOLE NUMBERS ONLY, DO NOT USE DECIMALS OR FRACTIONS. IF LESS THAN 1 HOUR PER DAY WRITE IN 0. ] Number of hours:

Page: 38

Global Calibration Study India – HHP – June 2009

23.

How often, if ever, do you access the Internet? [READ LIST – CIRCLE ONE.]

tumhI [MTrnaoT iktI vaarMvaar vaaprta Æ Daily.............................................. ..........

1

drraoja 5-6 times a week.....................................

2

AazvaDyaatUna 5 to 6 vaoLa 3-4 times a week.....................................

3

AazvaDyaatUna 3 to 4 vaoLa 1-2 times a week.....................................

4

AazvaDyaatUna 1 to 2 vaoLa 2-3 times a month...................................

5

maihnyaatUna 2 to 3 vaoLa Once a month.........................................

6

maihnyaatUna ekda Less often than once a month.................

7

maihnyaatUna ekda poxaahI kmaI vaoLa Never, do not access the internet............

8

kQaIca naahI ¸ [MTrnaoT vaaprt naahI 24.

SKIP TO Q.23

Excluding reading and sending e-mail, how many hours do you spend accessing the Internet in a typical WEEK?

tumhI eka saamaanya AazvaDyaat [-maolsa vaacaNao AaiNa pazvaNao yaasaazI saaoDUna [tr karNaaMsaazI ekUNa iktI vaoL [MTrnaoT vaaprNyaasaazI Kca- krta Æ [RECORD WHOLE NUMBERS ONLY, DO NOT USE DECIMALS OR FRACTIONS. IF LESS THAN 1 HOUR A WEEK, WRITE IN 0.] Number of hours: _________ 25.

In the past year, how often, if ever, did you travel by AIRPLANE? [READ LIST. SELECT ONE.]

maagacyaa eka vaYaa-t tumhI iktI vaoLa ivamaanaP`avaasa kolaa Aaho Æ More than once a month.........................

1

maihnyaatUna ekda poxaa jaast vaoLa Once every 2-3 months...........................

2

dr 2 to 3 maihnyaatUna ekda Once every 4-5 months...........................

3

dr 4 to 5 maihnyaatUna ekda Once every 6 months..............................

4

dr 6 maihnyaatUna ekda Once a year............................................

5

vaYaa-tUna ekda Did not travel by airplane in past year.....

6

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Global Calibration Study India – HHP – June 2009

maagacyaa eka vaYaa-t ivamaana P`avaasa kolaa naahI

26.

In a typical week, including weekends, how many trips do you make using each of the following types of transportation?

AazvaDyaacao AKorcao idvasa Qa$na eka saamaanya AazvaDyaat tumhI puZIla P`a%yaok vaahtukIcyaa saaQanaacaa vaapr k$na iktI fo¹yaa krta Æ [FOR EACH TRANSPORTATION YOU READ, RECORD NUMBER OF TRIPS USING RANGES BELOW.] None

1-2

3-4

5-6

7-8

9-10

More than 10

1

2

3

4

5

6

7

1

2

3

4

5

6

7

maoT/ao

1

2

3

4

5

6

7

Taxi T^@saI

1

2

3

4

5

6

7

By foot/walk caalat Drive your own automobile/car

1

2

3

4

5

6

7

1

2

3

4

5

6

7

1

2

3

4

5

6

7

1 1

2 2

3 3

4 4

5 5

6 6

7 7

1

2

3

4

5

6

7

1

2

3

4

5

6

7

1

2

3

4

5

6

7

Airplane

ivamaana

Bus basa Subway or train or local train or metro

sabavao ikMvaa T/ona ikMvaa laaokla T/ona ikMvaa

tumacyaa svat:cyaa vaahnaanao À karnao Car pool karpUla Ride a motorcycle

maaoTrsaayakla Autoriksha Aa^Taoirxaa Scooters skUTsaCycle saayakla Cycle riksha saayakla irxaa 27.

How much you would be willing to pay for your favourite brand of mobile phone that has all the features you want? [READ LIST] Less than Rs 5,000

1

$. 5000 poxaa kmaI Rs 5,000 to Rs 9,999

2

Rs 10,000 to Rs 14,999 Rs 15,000 to Rs 19,999 Rs 20,000 to Rs 34,999

3 4 5

Rs 35,000 or more

6

$. 35000 ikMvaa %yaapoxaa jaast

tumhI tumhalaa hvaI AsalaolaI sava- ifcasa- Asalaolyaa maaobaa[la faona saazI iktI ikMmat doNyaasa tyaar Aahat Æ

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Global Calibration Study India – HHP – June 2009

28.

Which company is your current operator?

tumhI saQyaa kaoNa%yaa Aa^proTr kMpnaIcaI saovaa vaaprta Æ that

[PROMPT, IF NECESSARY: I mean the company that provides your mobile phone connection and you pay your monthly billings.]

mhNajao malaa mhNaayacao Aaho ASaI kMpnaI jaI tumhalaa maaobaa[-la faona knao@Sana doto AaiNa jyaaMcao maaisak ibala tumhI Barta. [DO NOT READ LIST, CIRCLE ONE. ]

Airtel eArTola Vodafone vhaoDafaona Indicom [MDIka^ma Tata Indicom TaTa

1 2 3 4

[MiDka^ma Other [tr Don’t know maaiht naahI

8 9

Now, I have just a few questions for classification purposes.

Aata maI tumhalaa kahI P`aSna vagaI-krNaacyaa karNaasaazI ivacaarNaar Aaho 29.

Which of the following best describes your marital status? [READ LIST]

puZIlapOkI kaoNata pyaa-ya tumacyaa vaOvaahIk sqaItIcao savaa-t yaaogya P`akaro vaNa-na krtao Æ Married.....................................

ivavaahIt

1

Living with partner....................

jaaoDIdarasaaobat sahjaIvana

Widowed..................................

ivaQaUr

Divorced...................................

2 3

GaTsfaoTIt

4

Separated................................ .

5

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Global Calibration Study India – HHP – June 2009

ivaBa@t Never married..........................

kQaIca lagna Jaalao naahI Refused [DO NOT READ].......

]<ar idlao naahI 30.

6 7

Do you have any children under the age of 18 living in your household?

tumhalaa tumacyaa Garat raht AsalaolaI 18 vaYaa-Mpoxaa kmaI vaya AsalaolaI kaoNatIhI maulao Aahot ka Æ Yes...........

haoya No............

naahI

31.

1 2

Which of the following BEST describes your current occupation? Select one.

puZIlapOkI kaoNata pyaa-ya tumacyaa saQyaacyaa vyavasaayaacao savaat yaaogya P`akaro vaNa-na krtao Æ [SHOW OCCUPATION CARD] CEO/Chairman/Managing Director/President

saI[-Aao À caoArmana À ma^naoijaMga Dayaro@Tr À P`aoisaDoMT

01

Director/General Manager/Vice President

Dayaro@Tr À janarla ma^naojar À vha[-sa P`aoisaDoMT

02

CFO/Treasurer/Company Secretary/Controller

saIefAao À T/oJarr À kMpnaI saok`oTrI À kMT/aolar Owner/Partner

03 04

maalak À BaagaIdar Manager/Executive/Supervisor/Officer

ma^naojar À e@Jao@yauTIvh sauprvaayaJar À Aa^fIsar Other skilled white collars

[tr kuSala kma-caarI Unskilled white collars

AkuSala kma-caarI Skilled blue collars

kuSala kamagaar Unskilled blue collars

AkuSala kamagaar Housewives

À

05 06 07 08 09

gaRhINaI

10

Full Time Students

11

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Global Calibration Study India – HHP – June 2009

puNa-vaoL ivaVaqaIRefused [DO NOT SHOW]

]<ar doNyaasa nakar

12

Page: 43

Global Calibration Study India – HHP – June 2009 Q32 ~ Q35 WILL BE CODED BY RESEARCHER AFTER FIELDWORK [NOTE for RESEARCHER: Criteria for Each Macro Segment] Optional question (Q14) is not selected based on empirical data but selected based on qualitative judgment. Thus, the criteria should be finalized by referring to the distribution from the collected data from each country. Functional Preference for future mobile phone Q14 Style Number of selected features – Top 50% Infotainment Number of selected features – Top 30% Multimedia Number of selected features – Top 50% Business Number of selected features – Top 50% Connected NA Basic NA 32.

Record final macro segment verified again by above criteria. MACRO SEGMENT Style Infotainment Multimedia Business Connected Basic Not verified

33.

1 2 3 4 5 6 7

Record final micro segment verified. MICRO SEGMENT State-of-the-art Style Leaders Feature Maximizer Branded music & photo Music & Photo Multimedia youngsters Affordable multi media Business & pleasure Pragmatic Mobile rejector Assurance seeker State-of-the-art

34.

Record YMC. YMC Yes 1 No 2

35.

Record high priority. High Priority Yes No

01 02 03 04 05 06 07 08 09 10 11 12

1 2

Page: 44