Recruit

MARKETING RESEARCH QUESTIONNAIRE This study is being conducted by Inholland University students as part of the Marketing research assignment. This is a questionnaire survey about Ben & Jerry's Ice cream brand. This survey is done to help Ben & Jerry's improve its brand by fulfilling people's needs and wants on Ben & Jerry's ice cream. This questionnaire will take you around 10 minutes. This study is intended for educational purpose only, and not for any commercial purposes. This questionnaire is randomly distributed among Amsterdam citizen and Inholland students. It will be completely anonymous.

In this section we will ask concerning people on consuming ice cream in their daily life. I. Do you eat ice cream? __ Yes If No, __ No 1. What are the reasons why you don't consume ice cream? a. Price b. Health Care c. Taste d. Ingredients (Consist of dairy product) e. Other, ________________________

Comment __________________________________________________ __________________________________________________ If Yes, 2. Which ice cream brand do you usually buy? a. Ben and Jerry's b. Haagen Dazs c. Ola d. Australian e. Others _______________________ If you answer (A) Ben & Jerry's then go to question 4 3. Why do you buy the brand you chose? (Excluding Ben & Jerry's) a. Price b. Package c. Quality d. Image e. Availability of Flavor

f. Place g. Other, _____________________________ Comment ________________________________________________ ________________________________________________

4. In the past 2 weeks, how many times did you eat ice cream? a. None b. 1 time c. 2-3 times d. 4-5 times e. More than 5

II. How much are you willing to spend on ice cream? a. Less than € 1 b. € 1 < 3 c. € 3 < 5 d. € 5 < 7 e. € 7 < 9 f. More than € 9 In the fallowing section we will ask questions that are related specifically on Ben & Jerry's Ice Cream. III. Have you ever heard of Ben & Jerry's? __ Yes __ No If you have never heard of Ben & Jerry's, you are then finished with the Questionnaire. Thank you for your time. If Yes, From where? __ Advertisement __ Promotion (inc. television) __ Friends __ Internet (Our Websites http://www.benjerry.com) __ Family __ Articles in Books, Magazines, and Newspaper __ Ben & Jerry's store. __ Cinema __ Other, ________________________________

IV. Do you eat Ben & Jerry's ice cream? __ Yes __ No (As in tried it once)

__ Never

If Not or Never, 1. What are the reasons? a. Price b. Package c. Ingredients d. Image e. Lack of Availability of Flavor f. Lack of Availability of Place g. Other,_________________________ 2.Have you ever heard anything negative about Ben & Jerry's? __ Yes __ No If yes, please leave any comments below. Comment ________________________________________________ ________________________________________________ In this section we will ask you on your satisfaction about Ben & Jerry's ice cream in your daily life. If you have never eaten Ben & Jerry's ice cream, you can skip the section about Ben & Jerry's products on the Satisfaction Scale below Ben & Jerry's Satisfaction Scale 1 = Excellent 2 = Very Good Ben & Jerry's Products What do you think