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  1. Surveys
  2. 2011
  3. December
  4. A
  5. Airport - Non-Purchasers
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Exit Survey »
 
 
Hi! I'm conducting a brief survey about travel pillows. I noticed that you spent some time looking at them in the store but did not make a purchase. Would it be correct to say that you considered purchasing a travel pillow? If so, may I ask you a few questions in exchange for a $15 gift card that you can use anywhere? it should take no more than 8 minutes of your time and we would really appreciate your opinion.
 
 
 
* 1. Before you entered this Hudson News store, which if any of these types of items were you planning to purchase? (All that apply)
 
a. Water/beverage
 
b. Snack/candy
 
c. Book/magazine/newspaper
 
d. Souvenir/gift
 
e. Travel pillow
 
f. Other travel comfort item, such as socks or a blanket
 
g. No item in particular/just browsing
 
h. Other
 

 
 
 
* 2. Which of these types of items did you ultimately purchase? (All that apply)
 
a. Water/beverage
 
b. Snack/candy
 
c. Book/magazine/newspaper
 
d. Souvenir/gift
 
e. Other travel comfort item, such as socks or a blanket
 
f. Nothing
 
g. Other
 

 
 
 
* 3. Regarding travel pillows in particular, when did you first have the idea that you might consider purchasing a travel pillow today?
 
a. Before I arrived at the airport
 
b. After arriving at the airport but before shopping at the Hudson News store
 
c. When I saw travel pillows on display, before entering the store (or as I entered the store)
 
d. After I was in the store and saw the travel pillows
 
 
 
* Did you shop for a pillow at any other stores?
 
Yes
 
No
 
 
 
Why did you not buy a pillow at another store?
   
 
 
 
* 4. Without looking back, can you tell me the brand name of the pillow you viewed in store?
 
a. Clöudz
 
b. World's Greatest Travel Pillow
 
c. Brookstone
 
e. Don't Know
 
d. Another Answer
 
 
 
 
* 5. The brand of travel pillow you were looking at is called Clöudz. Which of the following statements best describes your familiarity with the Clöudz brand?
 
a. I am a loyal Clöudz customer/I always buy Clöudz travel comfort products
 
b. I have purchased items from Clöudz before and am familiar with the brand
 
c. The name sounds familiar, but I don't know much about it
 
d. I have not been aware of the Clöudz brand until today/just now
 
e. Other
 
 
 
6. On a scale of 1-5 (5 being the most important), how important are the following attributes when it comes to travel pillows?
1 2 3 4 5 Don't Know
* a. Feel/softness
* b. Size/shape
* c. Durability/how it will hold up over time
* d. Brand
* e. Color
* f. Price
 
 
 
7. Are there any other attributes that are important to you?
   
 
 
 
* 8. How would you describe your typical use travel pillows in relation to your air travel?
 
a. I use a pillow every time/almost every time I fly
 
b. I use a pillow sometimes/occasionally
 
c. I seldom use a pillow, but have at least once before
 
d. I have never used a pillow before
 
 
 
* 9. What happened to the last travel pillow you purchased?
 
a. I still own it, but didn't bring it on this trip
 
b. It is in my luggage or out in the terminal
 
c. I gave it to another family member/friend to use
 
d. I left it on a plane intentionally
 
e. I lost it
 
f. It wore out and I threw it away
 
g. Don't know
 
h. Other
 
 
 
 
* 10. Why have you never purchased a travel pillow? (All that apply)
 
a. It just never really crossed my mind
 
b. I don't usually sleep on planes
 
c. I don't want to have to carry around a travel pillow
 
d. I relax or sleep well enough on planes without one
 
e. I have heard negative things about them
 
f. I don't expect them to be comfortable
 
g. The pillows provided by the airlines seem sufficient
 
h. I don't think they would last long enough to justify the cost
 
i. I rarely travel
 
j. I can't find a style I like
 
k. I don't like the way they look in general
 
l. Other
 

 
 
 
* 11. Given those reasons for not purchasing one before, what prompted you to consider purchasing a travel pillow today? (All that apply)
 
a. I reconsidered my objection and thought in advance about purchasing a pillow
 
b. I saw these pillows in the store and had an impulse to consider it more closely
 
c. These pillows seemed softer/more comfortable than others I've seen
 
d. These pillows have a nicer appearance than other I've seen
 
e. I have a longer than usual flight and thought about using a pillow
 
f. I have specific pain in my back or neck and thought the pillow might help
 
g. No particular reason - just browsing/was curious
 
h. Other
 

 
 
 
* 12. Why did you not make a purchase today? (All that apply)
 
a. I already have a pillow in my luggage or out in the terminal
 
b. I didn't want to have to carry it around
 
c. I prefer inflatable travel pillows versus those I saw in the store
 
d. These pillows didn't have a comfortable feel
 
e. I didn't like the style or appearance
 
f. These pillows did not seem durable or long-lasting
 
g. I did not see the brand(s) that I like
 
h. I just decided I don't really need a pillow (not planning to use one)
 
i. I am not interested in travel pillows any more based on past experience
 
j. The price was too high
 
k. Other
 

 
 
 
* 13. Where is your destination today?
 
a. Continental United States (lower 48 states and Washington, DC)
 
b. Alaska or Hawaii
 
c. Canada
 
d. Mexico
 
e. Caribbean
 
f. South America
 
g. Europe/Middle East
 
h. Asia
 
i. Africa
 
j. Australia/New Zealand
 
 
 
* 14. Combining all legs of your trip, how long will you be in the air today?
 
a. Under 1 hour
 
b. 1-2 hours
 
c. 2-4 hours
 
d. 4-6 hours
 
e. Over 6 hours
 
 
 
* 15. What is the primary purpose of your trip?
 
a. Business
 
b. Pleasure
 
 
16. On a scale of 1-5 (5 being extremely interested), how interested would you be in these other travel comfort products?
1 2 3 4 5
* a. Travel Blanket
* b. Travel Slippers
* c. Travel Socks
* d. Travel Pashmina Shawl/Scarf
* e. Kids Versions of Above Products
 
 
 
17. Can you think of any other products that you would like to buy, whether they exist on the market today or not, that would make air travel more comfortable for you?
   
 
 
 
* 18. Who else is in your traveling party? (All that apply)
 
a. Nobody
 
b. Professional colleague(s)
 
c. Spouse/significant other/friend
 
d. Child or multiple children

 
 
 
* 19. May I ask into which of the following age ranges you fall?
 
a. Under 18
 
b. 18-24
 
c. 25-34
 
d. 35-44
 
e. 45-54
 
f. 55-64
 
g. Over 65
 
 
 
* 20. Gender:
 
a. Male
 
b. Female
 
 
 
Interviewer additional comments:
   
 
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