Questions for Dicovering Ladder for Consumer Behaviour

1. Present kid with names of a couple of sweets. What do you think about them? (size, price, taste, ingredients)

2. Specifically, I want you to tell me some important way in which two of the three chocolates mentioned are the same and thereby different from the third.

3. Respondents, after providing a preference order for chocolates might be asked to tell why they prefer their most preferred brand to their second most preferred brand? You said your most preferred brand is A and your second most was B and C. What is it, specifically, that makes A more desirable?

4. When you feel hungry for chocolate and want something sweet to eat, which chocolate will you like to eat/buy?

5. Why a particular attribute or consequence eating chocolate is important to you? what would happen if the attribute or consequence was not delivered.

6. When do you eat your favourite chocolate the most? You indicated that you would be more likely to eat chocolate at a party, why is that?

7. What is the benefit of having chocolate when you are around your friends?

8. When was the last time you had a chocolate in this party with friends’ situation?

(Series of why is that important to you questions start after this)

9. You indicated a distinction between caramel and nutty. What do you prefer?

10. So how do you feel when you have it?

11.Why do you eat this chocolate: why not eat something else?

12. Why do you think others eat them?