PROJECT ANNEX

BACKGROUND

CONSUMER SNAP SHOT

UNDERSTANDING STORAGE HABITS

UNDERSTANDING CURRENT STORAGE HABITS

CURRENT STORAGE HABITS

EDIBLE ITEMS BULK STORAGE GENERAL STORAGE Household members clothes and personal things inside cupboards Household comprises of foldable furniture with storage space inside for heavy items like bed sheets, blankets Bric-a-brac items inside any available place like showcase, drawers, cover flaps Cosmetics and medicines stored in upper shelves of refrigerator Photographs, fruit baskets, jars with edibles placed on top of refrigerator wheat, flour, rice in large steel containers- mostly placed at the floor shelf of rack taken out as needed spices like haldi, red chilly, etc done in medium sized steel containers where packets are put inside containers Biscuits/ snacks put inside plastic/ steel containers in packets/ trunks inside bedroom Onions/ Potatoes stored in tokris put in the vicinity of kitchen or outside it (eg. Under the bed)

CUTLERY Everyday use cooking range kept near cooking space hung on nails, stacked on shelves Everyday use cutlery like plates and spoons kept stacked in lower sheves of wall rack The extra or special cutlery for guests kept inside storage to be taken out as and when needed in upper shelves/ showcases

EDIBLE ITEMS Everyday use spices kept handy by keeping them in small containers near cooking space or in fridge upper shelves in packets Biscuits/ snacks kept in plastic containers separately or kept in one container in separate packets Onions, potatoes kept in tokris (hanging placed on floor in a corner) Rawa, ghee, butter, dry-fruits, bread, etc kept inside fridge fear of rodents, insects, air Sauces, pastes, cold-drinks kept inside refrigerator in the water space Leftover food kept in fridge inside containers Vegetables besides onions and potatoes kept in fridge

PAY OFFS DESIRED FROM CURRENT STORAGE HABITS

SAFETY Protection from rodents(especially rats) and insects Protection from air exposure Safe from childrens reach FRESHNESS Things kept in airtight jars/ refrigerator to retain freshness prevent spoilage and wastage REACH Handy things kept within reach for convenience Things which are infrequently used kept at an accessible place which can be accessed when the need arises but is generally hidden from view Things to be kept out of reach from children are kept at a height or a hidden place out of childrens view Things to be kept within reach for children kept within their reachable area

ECONOMISE Bulk storage done for economizing Things to be used daily kept in small quantities to economize usage

UNDERSTANDING STORAGE WRF REFRIGERATOR

INSIDE FRIDGE
THINGS WHICH REQUIRE REFRIGERATION Vegetables besides garlic, potatoes, onions kept in the vegetable crisper Medicines and cosmetics kept in the upper door shelve to keep them in cool environment and also keep away from children Bottle packages like sauces, pastes, cold-drinks kept in water space provided problems faced in keeping large bottles Very less or no water kept inside for coolingn in cold or pleasant weather have to create space by taking out other things in summers Leftover cooked food kept in closed containers retain freshness, preserve aroma

Raw non- vegetarian items kept in the chiller/ ice shelf retain freshness, prevent mixing of aroma with other items, seperate from vegetarian items

THINGS WHICH DO NOT REQUIRE REFRIGERATION Rawa, bari, jaggery, dry-fruits etc are kept in plastic packets(sealed with rubber bands) in the upper door shelves protection from rodents, insects and children Spices like chana masala, pav bhaji masala, etc kept in their original carton packets avoid solidification, preserve aroma, handy to use Bottles of sauces kept in fridge lack of space outside

FRIDGE VICINITY

On the refrigerator top Photographs Fruit baskets Jars with snacks like biscuits Fridge cover with flaps flaps used for storing small items like combs, bills, etc.

Around the refrigerator The space behind fridge used to hang wash clothes if fridge placed inside kitchen handy

UNDERSTANDING PEDESTAL

FUNCTIONAL TRIGGERS TO BUY PEDESTAL FRIDGE

WORD OF MOUTH Consumer heard about the concept from neighbors/ relatives/ salesmen and the concept created interest
One of our relative works for an electronic showroom and he suggested us to buy this fridge because he specifically mentioned that we can store Potatoes, Onions, garlic etc in this Mumbai

SEEING REAL USE

Seen at neighbors'/ relatives place and extra storage space for onions, potatoes and garlic noticed cued convenience by keeping everything at one place

I bought it because I saw this with my neighbors and I really liked itMumbai We saw it with my neighbors and I liked the concept of keeping everything at one place - Delhi

EXTRA STORAGE SPACE WITHOUT USING UP ADDITIONAL AREA Consumer perceives the extra storage space as a benefit specifically when it is coming as a part of refrigerator cuboid does not occupy additional space

I really liked it because currently I have to keep another stand for onion and potatoes and there is not enough space in my kitchen to place that - Mumbai

EMOTIONAL TRIGGERS TO BUY PEDESTAL FRIDGE

When I went to the shop my MIL noticed this drawer and we liked this feature it was a new concept and we thought that we could store lots of things in this Kolkota We saw it with my neighbors and I liked the concept of keeping everything at one place -- Delhi

NOVEL CONCEPT Consumers perceived the concept to be novel when they heard about it or saw its use generated interest and appeal

CONVENIENCE Seen at neighbors'/ relatives place and extra storage space for onions, potatoes and garlic noticed cued convenience

I bought it because I saw this with my neighbors and I really liked it because currently I have to keep another stand for onion and potatoes and there is not enough space in my kitchen to place that Mumbai

PEDESTAL : PRE & POST USAGE EXPERIENCE

POST USAGE : Current storage space used for: Onions, potatoes, garlic Storing tit-bits like oil sachets, small packets of dry masalas, papers Positives Onions and potatoes remain handy all in one place Onions and Potatoes perceived to remain fresh for longer as they are protected from ground heat and have air circulation through the holes Tit bits and small packets can be stored handy when required, safe from rodents, do not clutter outside space

Negatives Unwashed onions and potatoes cannot be stored directly as holes accumulate dirt and the current design is found to be difficult to clean Non-storage of anything that attracts insects as Height perceived to be a major restriction is storing many things like unbroken coconuts, large packets, large bottles, etc. If fridge is not placed inside kitchen, repeated running for onions and potatoes from kitchen to outside placement location found to be inconvenient

KEY BENEFIT LINKAGES: USERS PERSPECTIVE

RETAINS FRESHNESS Perceived to be elongating the life of onions and potatoes fresh because of continuous air- circulation through holes, protected from rodents
I keep vegetables like dhaniya, chilly packed. I keep onion, potatoes, coconut after breaking in this drawer (Pedestal)- it is a non- cooling space, but things remain fresh here as air comes through holes -- Mumbai

CONVENIENCE BY ADDITIONAL STORAGE SPACE

Additional storage space which does not acquire additional area in kitchen Perceived to give the benefit of convenience onions, potatoes, garlic at one place Similar usage items at one place handy

I keep onions and potatoes in it. It does not take any extra space in my kitchen and also it is very handy- Mumbai

SEPARATE HANDY STORAGE SPACE FOR SMALL THINGS Consumer uses the pedestal not only to store onions and potatoes, but also small items like broken coconut, chakli, small packets of dry masalas, papers etc

I store dry packaged masalas, unopened oil packets, my sons monthly test papers etc... So that when the need arises I am able to access them easily - Kolkota

KEY PERCIEVED BENEFITS: NON USERS PERSPECTIVE

SPACE SAVER Perceived to be freeing the space where onions and potatoes were stored earlier in tokris or stands neater appearance
Pedestal will save my space in the kitchenmy kitchen will not look cramped- Delhi

STORAGE FOR SMALL ITEMS

Perceived to be suitable for small things like spoons, small plates, small packets, etc

It would be goodI would be able to store small items like spoons and bottle caps- Kolkota

CONVENIENCE Non cooling compartment perceived to be saving space and time as everything would be stored at one single place convenient

A non- cooling compartment would help me save time as Id get everything at one place. It would help me save space tooit would be convenient too as everything would be closed - Mumbai

DESIRED ENHANCEMENTS AROUND FRIDGE

No changes desired in the position of chiller and ice shelf Non- cooling compartment desired to keep things (which do not require cooling) fresh and safe from air, rodents, insects

To keep small easy to lose items handy spoons, small plates

To reduce clutter around space Uniformity in outer color and design of fridge on all four sides desired attractive Space for keeping big bottles desired

DESIRED ENHANCEMENTS AROUND PEDESTAL: USERS

Increase in height desired to store more items like 1 kg packets, coconut, biscuit containers: everything at one place easy to locate, handy Bottom placement preferred perceived to be convenient, but a set of current users face problem in bending repeatedly Given a choice, top placement not preferred as perceived to be inconvenient to access Drawer system liked convenient to operate Current form of compartmentalization percieved to be restrictive in the amount of things that can be stores. Compartmentalization desired to be such that it does not restrict the usage in terms of putting things inside. Example: four compartments on corner, plain middle space should not hamper the freedom of putting things as it is in packets and yet, the things should be organized Current pedestal with holes: Generates fear of insects crawling through holes hampers storage Difficult to clean dirt accumulated in holes: desired to be plain so that does not accumulate dirt

DESIRED ENHANCEMENTS AROUND PEDESTAL: NON- USERS

Non users desire at least 2-3 compartments which would allow organized separate storage and yet do not restrict the user from exploiting the available space i.e. do not restrict the amount of things to an extent and do not restrict the way the user wants to store- in carton packets or in lose packets Desired to be airtight for storing things which do not require cooling but require protection from air for the fear of dampness and solidification Should allow space for large bottles, packets, spoons, small plates Should be opaque like refrigerator see through undesirable as users intend visually hide things- unattractive to look at from outside

I want this to be non- see through. I would be keeping so many things in packets. It would not look neat from outside if transparent
Bottom placement preferred perceived to be convenient, easy to operate and clean Given a choice, top placement not preferred as perceived to be inconvenient to access with drawer system. Top placement considered ok with door system user would not have to bend repeatedly Drawer system preferred convenient to operate Pedestal with holes generates fear of insects crawling through holes hampers storage options