Market potential and Market Demand
zhaxia
crownquestionnairev4.pdf
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The University of Dayton marketing students invite you to participate in a survey about forklift operations and purchases. Your responses will be very valuable to the students who are conducting this research for their senior capstone marketing strategy study. This survey questionnaire should take between 10 and 15 minutes to complete. Your responses will be kept confidential. To show our appreciation for your time, we are offering the chance to win one of three $50 VISA gift cards at the completion of the survey. If you have any questions about the survey, its purpose, or its legitimacy, please call Professor Randy Sparks at 937‐229‐2027 or by email at [email protected]. Thank you for your participation in this important research project.
Importance Items
The following questions assume that worker safety is your most important concern when making a forklift purchase. We would like you to compare the importance of other forklift features to the importance of safety features in the forklifts you buy. Assuming safety is rated 10, please rate the importance of the other forklift characteristics listed below by clicking the number that best reflects your feelings.
Not At All Important
(1) (2) (3) (4) (5) (6) (7) (8) (9)
Just as Important as Safety
(10)
forklift purchase price
forklift style or appearance
availability of dealer service
length of factory warranty
forklift durability
forklift made in America
operator comfort
availability of operator training
proximity of dealer to your location
total cost of ownership
ecofriendly manufacturer
automatic computerized monitoring of usage
increased productivity
having the newest most advanced forklift features
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We have one brand that we're loyal to and consider forklifts only from that brand.
We have a narrow set of two to four acceptable forklift brands and buy the brand from that set that offers the best value.
We have a broad set of five or more acceptable forklift brands and buy the brand from that set that offers the best value.
Please indicate the likelihood of purchasing a new forklift in the coming year.
No Likelihood At
All (1) (2) (3) (4) Very High
Likelihood (5)
Likelihood of replacing an existing forklift in your fleet
Likelihood of adding a new forklift to your fleet
Please indicate how important each of the following are in concluding that you may need to purchase a new forklift.
Not at All
Important (1) (2) (3) (4) Very Important
(5)
number of hours your existing forklifts have been operated
a forklift has reached a threshold of repair costs
forklift operators complain to you or other managers
increases in sales or production requirements
Including yourself, about how many people are generally involved in the forklift purchase process?
one person two or three people four or five people more than five people
We're interested to know how quickly your company acts once it's decided to purchase a new forklift. Select the response below that best describes your impression of how quickly your company acts.
My company acts very slowly to make a purchase
(1) (2) (3) (4)
My company acts very quickly to make a purchase (5)
When purchasing a new forklift or forklifts, which one of the following statements best describes your company's approach?
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We do not limit the brands we consider. We will look at any and all brands of forklifts when trying to find the one that offers the best value.
Cat
Clark
Crown
Hyster
Raymond
Toyota
Yale
Other (Please indicate brand or brands.)
How extensively would you say you research different options before making a forklift purchase?
Not at All Extensively. Very Little research (1) (2) (3) (4)
Very Extensively. A Great Deal of Research (5)
How important are each of the following sources of information to you when researching a forklift purchase?
Not At All
Important (1) (2) (3) (4) Very Important (5)
word of mouth including referrals from other forklift owners
forklift sales people
forklift manufacturer or dealer literature, videos and online information
industry trade publications, websites, and newsletters
Approximately how many forklifts does your company currently have in its fleet?
one or two three to five six to ten eleven to twenty twentyone to fifty more than fifty
What brands of forklifts do you currently have in your fleet? Please check all that apply.
Which brand of forklift did you acquire most recently? (Select only one.)
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Cat
Clark
Crown
Hyster
Raymond
Toyota
Yale
Other (Please indicate brand.)
All electric powered
Mostly electric powered
About equal gas and electric
Mostly gas powered
All gas powered
In terms of overall value, how would you rate the following brands of forklifts?
Poor Value (1) (2) (3) (4) Excellent Value (5)
Not At All Familiar with
Brand
Cat
Clark
Crown
Hyster
Raymond
Toyota
Yale
Approximately how much of your fleet is rented versus purchased outright?
All of our forklifts are rented.
Most of our forklifts are rented.
About half of our forklifts are rented, about half
purchased. Most of our forklifts are
purchased. All of our forklifts are
purchased.
On the scale below, please estimate approximately what proportion of your forklift fleet is electric versus gas powered.
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cold storage facility
When it comes to repairing or maintaining your forklift fleets, please indicate below who performs the work. By "outsourced," we mean anyone not employed by your company such as an independent contractor or a forklift dealer.
All work done in
house Most work done
inhouse
About equally divided inhouse and outsourced
Most work outsourced
All work outsourced
Repairs made to the forklift when it is out of service or not operating properly
Regularly scheduled required maintenance to the forklift
Think about the conditions under which your company typically operates its forklifts. We're interested to know how hard they work. Please read the two descriptions below and then select a point on the scale between them that best describes how the average forklift in your company gets operated.
Our forklifts usually have a pretty light workload under fairly easy conditions
Our forklifts are worked very hard often under quite harsh conditions.
Please estimate the approximate hours per week your forklifts are in operation.
less than ten hours per week ten to thirty hours per week
thirty to fifty hours per week
fifty to eighty hours per week
more than eighty hours per week
We are interested to know how much you rely on your fleet of forklifts. On the scale below, please indicate how much the smooth operation of your business relies on a reliable fleet of forklifts.
My business relies only minimally on its fleet of
forklifts. (1) (2) (3) (4)
My business could not function at all without its
fleet of forklifts. (5)
How many separate locations does your company operate forklifts?
one location two to three locations four to five locations six or more locations
From the list below, please indicate the types of facilities in which your company operates its forklifts. Please check all that apply.
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warehouse
wholesale
retail store(s)
distribution center
manufacturing food
manufacturing nonfood
transportation
other (Please specify.)
We only hire trained and skilled forklift operators.
We try to hire trained forklift operators, but will train them ourselves if necessary.
We tend to train our own forklift operators, but hire some already trained when necessary.
We train all of our forklift operators inhouse.
10 or fewer employees
11 to 20 employees
21 to 50 employees
51 to 100 employees
101 to 500 employees
more than 500 employees
Regarding your forklift operators, which one statement below best characterizes your hiring and training preferences?
We are interested in how closely you monitor the regular operation of your forklifts for factors such as impacts, forklift speed, and operator control. On the scale below, please indicate how closely you monitor forklift operation.
Do Not Monitor Forklift Operation At All (1) (2) (3) (4)
Monitor Forklift Operation Very Closely (5)
Approximately how many people (full or part time) does your company employ?
How would you characterize your company's growth in the past year?
well below average somewhat below average about average somewhat above average well above average
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Male
Female
Are you . . .
Please indicate your current job title.
If you are interested in entering the drawing for the $50 VISA gift cards, please enter your first and last names and email address in the spaces below. Remember, even if you enter, your responses to the questionnaire items will remain confidential.
First and Last Names
email address
