questionaries
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Questionnaire about the Brand Awareness of Starbucks among students
1. What is your gender：
a)Male b)Female
2. What is your educated level ：
a)Undergraduate &Postgraduate b)Specialized c)High School or below
3. Do you drink coffee？
a)Yes b) No
4. which coffee brands are you familiar with?（you can choose more than one brand）：
a)Maxwell House b)Nestle c)Mc.café d)85℃ e)Starbucks
f)Others
5. Would you go to coffee shop for buying a cup of coffee specially ？
a)Yes b)No
6. Do you know about the Starbucks?
a)Yes b)No
7. How do you know the Starbucks? ：
a)Coffee Shop b)Shopping Mall Adverting c)Friend Circles d)SNS(social
network services) e)Commercial Advertising f)Others
8. What’s your initial thought when you saw Starbucks’ logo at the first time? ：
a)Coffee Shops b)Cups &Mugs c)Mermaid in Green d)It’s a logo with nothing special
e)Classical Cases in the Textbooks f)Others
9. What kinds of impressions of Starbucks in your mind?（you can choose more than one
answers）：
a)High-end Coffee Shops b)White-collar Habitat c)Foreigner’s Relaxing Place
d)Romantic e)The best place to act in public f)Popular g)The price is just OK
h)Fashionable& Youthful i)Too sweet to endure j)New products frequently k)Looks
familiar l)Becoming a trend among citizens m)Others
10. How often do you go to Starbucks monthly? ：
a)Less than one time b)One to five times c)Six to ten times d)More than ten times
11. How much the degree of knowing about Starbucks for you?（From Unknown 1 to Very
Familiar 5）：
1 2 3 4 5 12. Which aspect would you think as important? ：
a) Price b) Services c)Discounts d)New Products e)Tastes
f)Added Value Products g)Others
13. Whether you would be honest / preferring on some brands? ：
a)Yes b)No
14. What kinds of reasons when you choose some brands you prefer to buy things? （you can
choose more than one answers）：
a)Too look to show b)Getting used to buy/ It’s a habit c) Behaviors are
influenced by mainstream consumers d) Favorable receptions on friend circles
e)Others
15. How do you make a decision to go to Starbucks for second time? Why?
