The sample in the study was selected mainly by using a snowball sampling
technique which relied on chain referrals to recruit eligible participants. The candidates
were contacted by telephone or personally and they were asked if they were
willing to participate in the study. The study was conducted in Mumbai, India. The
respondents were selected irrespective of their education, profession, income,
origin and other demographic characteristics. Data collection took place from
November 2011 to August 2012. Consumers were approached in different parts of
the city.