I am JING XIANGEN, a postgraduate student majoring in Integrated Marketing Communication at theUniversiti Sains Malaysia.In this survey, I would like to understand your attitudes towards Saturnbird Coffee in terms of (social media advertising,in-store experience,brand loyalty,price,brand image), as well as your attitudes towards other two coffee brand, Starbucks and LuckinCoffee.It will take about 5 minutes to complete the questionnaire. There are no right or wrong answers. Please choose the option that is closest to your point of view. Your answers will be used for academic research and will be kept strictly confidential. Thank you for completing the questionnaire in your busy schedule!
1. What is your gender?
Male Female
2. What is your age?
18~24 25~34 35~44 45+
3. What is your monthly income?
Below 3000RMB 3000-5999RMB 6000-8999RMB 9000-11999RMB 12000RMB and above
4. What is your highest level of education?
High school or below College/University Postgraduate Doctoral
5. What is your current occupation?
Student Employed Self-employed Unemployed Retired
6. How often do you purchase coffee from Saturnbird Coffee? Daily Weekly Monthly Rarely Never
7. How often do you drink coffee in general?
Daily Weekly Monthly Rarely Never
8. How much do you usually spend on a single coffee purchase?
Below 20 RMB 20-39 RMB 40-59 RMB 60 RMB and above
Brand Touchpoints (Social Media and In-Store Experience)
Note:Please select the option of how much you agree after each question:
1. strongly disagree 2. disagree 3. neutral 4. agree 5. strongly agree
9. How did you first discover the brand?
10. How often do you come across the brand advertisements on social media?
11. I find the brand’s social media advertisements engaging and informative.
12. The brand’s social media ads catch my attention.
13. Seeing the brand’s social media ads increases my interest in visiting a physical store.
14. I have interacted with the brand’s social media ads (e.g., liked, shared, commented, clicked on links).
15. The visuals in the brand’s social media ads are appealing and professional.
16. The content in the brand’s social media ads provides useful information (e.g., new products, promotions).
17. The ads from the brand make me feel connected to the brand.
18. The layout and design of the brand’s stores are attractive.
19. The interior design and ambiance of the brand stores create a comfortable experience.
20. The employees at the brand stores are welcoming.
21. Staff at the brand’s stores are friendly and helpful.
22. The staff at the brand stores are knowledgeable and provide helpful recommendations.
23. The store provides a welcoming environment for customers to enjoy their experience.
24. The brand stores offer engaging in-store activities or product trials that enhance my experience.
25. The in-store promotions and displays make me want to visit the brand more frequently.
Brand Positioning (Brand image rating,Price perception)
Note:Please select the option of how much you agree after each question:
1. strongly disagree 2. disagree 3. neutral 4. agree 5. strongly agree
26. This coffee shop has a strong brand identity.
27. The brand of this coffee shop is easy to recognize.
28. I associate this coffee shop with a high-quality experience.
29. The coffee shop presents a consistent brand image.
30. I perceive this brand as trustworthy.
31. The brand image of this coffee shop appeals to me.
32. This coffee shop stands out compared to other coffee brands.
33. The prices at this coffee shop are reasonable.
34. The coffee here is fairly priced for its quality.
35. I consider the pricing of this coffee shop to be affordable.
36. The prices reflect the value I receive.
Brand Loyalty
Note:Please select the option of how much you agree after each question:
1. strongly disagree 2. disagree 3. neutral 4. agree 5. strongly agree
37. I will always buy this brand.
38. When a new product comes out, I buy it immediately.
39. I will tell others about the benefits of this brand.
40. When I need to buy coffee, this brand is my first choice.
41. I will recommend this brand to people who want to buy coffee.
42. I will choose this brand even if it does not reduce its price, as long as I can afford it.