Coffee Shop Consumer Preference
Answers marked with a * are required.
 
1. How often do you drink coffee? *




      

 
 
 
2. When do you drink coffee? (You could choose more than one) *




      
 
 
 
3. Where do you drink coffee most often? *




      

 
 
 
4. For what reasons would you drink coffee? (You could choose more than one) *




      
 
 
 
5. When you think about buying a cup of coffee at coffee shop, which brands come to mind? (Please list them in order of recall)
1.
2.
3.
 
 
 
6. What attributes are important to you when consuming coffee at coffee shop? (Please tick the suitable number. -3 = Not important; =3= Extremely important) *
  -3 -2 -1 0 +1 +2 +3
Taste
Variety of coffee flavours
Quality of coffee beans
Price
Friendly services
Speed of services
Sales promotion
Convenient locations
Spacious environment
Cleanliness of the shop
Enjoyable atmosphere
 
 
 
7. Have you ever drink Starbucks coffee before? *

      

 
 
 
8. How would you rate Starbucks coffee on these attributes? (Please tick the suitable number. -3 = Worst ; +3= Best)
  -3 -2 -1 0 +1 +2 +3
Taste
Variety of coffee flavours
Quality of coffee beans
Price
Friendly services
Speed of services
Sales promotion
Convenient locations
Spacious drinking environment
Cleanliness of the shop
Enjoyable atmosphere
 
 
 
9. Do you like the taste of Starbucks coffee? If Yes, please answer Question 9. If No, please proceed to Question 10. You could answer both question 9 and 10. ( You could choose more than one)




      
 
 
 
10. The reasons why you dislike the taste of Starbucks coffee? (You could choose more than one)





      
 
 
 
11. What size of Starbucks coffee do you prefer?



      

 
 
 
12. To what extent do you think Starbucks selling prices fit in with its sizes? (Please tick the appropriate number. -3 = Strongly disagree; +3 = Strongly agree)
  -3 -2 -1 0 +1 +2 +3
Answer:
 
 
 
13. Do you feel satisfied with the environment of Starbucks coffee shops in Brisbane city? (You could choose more than one)






      
 
 
 
14. To what extent do you think Starbucks is a premium brand? (Please tick the appropriate number. -3 = Strongly disagree; +3 = Strongly agree)
  -3 -2 -1 0 +1 +2 +3
Answer:
 
 
 
15. Do you think Starbucks overall performance fit in with a premium brand image? (Please tick the appropriate number. -3 = Strongly disagree; +3 = Strongly agree)
  -3 -2 -1 0 +1 +2 +3
Answer:
 
 
 
16. To what extent do you think Starbucks in-store promotions (e.g. New taste test and Today Barista recommendation) would influence your buying decision? (Please tick the appropriate number. -3 = Not influential; +3 = Strongly influential)
  -3 -2 -1 0 +1 +2 +3
Answer:
 
 
 
17. To what extent would following promotions influence you to purchase Starbucks coffee? (Please tick the appropriate number. -3 = Not influential; +3 = Strongly influential) *
  -3 -2 -1 0 +1 +2 +3
Loyalty card
Free voucher
Early bird discount
Membership discount
Set meals
 
 
 
18. What is your overall attitude towards Starbucks coffee? (Please tick the appropriate number. -3 = Very unfavourable; +3 = Very favourable) *
  -3 -2 -1 0 +1 +2 +3
Answer:
 
 
 
19. How often do you consume at following coffee shops? (Please tick the appropriate number.1 = Seldom; 7 = Very often) *
  1 2 3 4 5 6 7
Starbucks Coffee
Gloria Jean's Coffees
The Coffee Club
Bar Merlo Cofffee
 
 
 
20. [Recommendation] How could Starbucks coffee shops improve itself for you? *
 
 
 
21. How would you rate the overall attitude towards Starbucks coffee once it was improved? (Please tick the appropriate number. -3 = Very unfavourable; +3 = Very favourable) *
  -3 -2 -1 0 +1 +2 +3
Answer:
 
 
           
 

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