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Market Research Study 2009 - Cakes

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Objective: To find out what cake attributes appeal to the target group when selecting cakes, how much the target group is willing to pay for cakes, when and how they purchase cakes, where they purchase cakes (competitors), media habits of target group.

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1. Which of the following are reasons you have purchased a whole cake for?*

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2. Who do you buy whole cakes for most frequently?*

very often often sometimes hardly ever never
1) Family
2) Friends
3) Partner
4) Collegues or boss
5) Company (i.e. buying on company account)
6) Others (pls specify)

3. Where do you usually buy whole cakes?*

4. Which is your favorite place to buy whole cakes and why?*

5. Name three most important attributes for you while selecting a whole cake?*

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6. What is a reasonable price range that you are willing to pay for a regular whole cake (1.0-1.3 kg)?*

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7. When you need to purchase a whole cake, how do you decide on which cake to buy?*

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8. Which of the above is your most preferred way of choosing a whole cake and why?*

9. Which of the following media do you consume most frequently?*

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10. What are some of the areas you are frequently to? (e.g. Clarke Quay, Orchard Road, City Hall)*

11. Sex:*

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12. Age:*

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13. Monthly income per person in the household:*

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