Dear all,
This questionnaire is part of a research project of our university to test our new innovated alcohol drink “Decider” on the Chinese market.
We would be grateful if you could take the time to help us by completing/answering it. Your feedback is of the utmost importance to us and we encourage you to be as honest as possible for all responses. The entire survey will take approximately 4 minutes to complete.
Please note: This survey is ANONYMOUS and there is no way that you can be traced from your responses, even though we do ask for a few demographic details! It is important to us to get as many respondents as possible to help with the validity of our analysis.
We would like to thank you for your cooperation. It is really appreciated.
1.What spare time activity do you like to engage in?
Sports
Party/ Clubs/ Bars/ Lounge
Internet/TV
Literature
Coffee shop
Shopping
Arts crafts (photography, galleries, DIY...)
Nature (parks, kite...)
Travel
Other:
2.Where do you search for information about product details?
Internet
Service hotline of the respected Company
Ask friends/ Family
Newspapers
Magazines
Others:
3.How often do you consume alcoholic beverages?
4 or more times a week
2 to 3 times a week
Less than once a week
Once every two weeks
Once a month
Rarely
Never
4.What kind of alcoholic beverages do you prefer to drink?
Beer
Cider (Wine with apple)
Flavoured alcoholic beverages
Alcoholic cocktails
Wine
Spirits
Other:
5.Where do you usually drink alcoholic beverages?
At home (or a friend/family members home)
At the Pub
At events (e.g. Business meetings, dating events, sports events etc.)
In a club/ KTV
Never
6.What is your usual place of purchase in China?
Supermarkets
Online-Shops
Winery
Independent Retailers
Never
7.Have you ever purchased European alcoholic beverages in China before?
(If NO, please give reasons in the rubric "Other"!)
8.Have you ever purchased Cider in China before?
(If NO, please give reasons in the rubric "Other"!)
9.How often do you drink cider?
Very often (3-5 times a week)
At Weekends
At special events (celebrations, sports events, etc.)
Rarely
Never
Others:
10.Where do you usually drink Cider?
At home (or a friend/family members home)
At the Pub
Atevents (e.g. Business meetings, dating events, sports events etc.)
In clubs/ KTV
Never
11.Please rate your level of satisfaction with the taste of Cider!
12.Which type of cider do you drink?
Original (Apple)
Pear
Mixed fruit
Special edition flavours
Others:
13.Please rate the following cider flavours on first impression as to how likely you would try!
| | Extremely unlikely | Unlikely | Maybe | Likely | Extremely likely |
| Cranberry Apple | | | | | |
| Vanilla Apple | | | | | |
| Blackberry Apple | | | | | |
| Almond Apple | | | | | |
| Ginger Apple | | | | | |
| Lime Apple | | | | | |
| Strawberry Apple | | | | | |
14.Which of the following do you consider when purchasing cider?
A higher price – higher quality
A lower price – better value for money
A well-known brand
A brand which offers additional fruit flavours as well as the original
Alcohol percentage (the higher the better)
Alcohol percentage (the lower the better)
Others:
15.How much are you willing to pay for a bottle of cider?
20 RMB
20 - 40 RMB
40 RMB
Others:
16.What is your usual place to purchase Cider?
Supermarkets
Online-shops
Convenient stores
Independent Retailers
I don´t care, somewhere near my place
Never
Bottle Design!
17. What do you think of the design of our “Decider” apple wine bottle?
| | Great | Ok | Inappropriate | I don´t care |
| General bottle design/ bottle shape | | | | |
| Bottle design and color | | | | |
| Pictures used | | | | |
Flyer No. 1
18. What do you think of the design of our “Decider” Flyer No.1?
| | Great | Ok | Inappropriate | I don´t care |
| General design | | | | |
| Message | | | | |
| Pictures used | | | | |
| Colors used | | | | |
| Model | | | | |
19.Please describe your reaction/ feeling to Flyer No.1 with 3 words!
Flyer No. 2
20. What do you think of the design of our “Decider” Flyer No.2?
| | Great | Ok | OK Inappropriate | I don´t care |
| General design | | | | |
| Message | | | | |
| Pictures used | | | | |
| Colors used | | | | |
| Model | | | | |
21.Please describe your reaction/ feeling to the flyer No.2 with 3 words!
22.The Brand Name "Decider" & the Slogan "Be a Decider"
| | Great | Ok | Inappropriate for the Chinese market | I don´t care |
| Brand Name "Decider" | | | | |
| Slogan "Be a Decider" | | | | |
23.For you, labels and certifications of products (Organic, Fair Trade, Halal ...) are:
Very important
Important
Less Important
Unimportant
I don´t care
25.Your age
18 - 25
26 - 35
35 - 50
50 - 65
Over 65
26.What is your ethnic background?
Chinese
European
American
Asian
Others
27.In which city are you living?
Major cities (Beijing, Shanghai, Guangzhou…)
Tier 2-tier 3 cities (Hangzhou, Tianjin, Xiamen...)
Others:
28.Employment Status: Are you currently…?
Employed for wages
Self-employed
Unemployed
A homemaker
A student
Retired
29.What is your highest education level?
High school degree
Apprenticeship degree
Bachelor degree
Master degree
Postgraduate degree
30.What is your income level per month?
2000 RMB
2000 RMB - 5000 RMB
5000 RMB – 10000 RMB
10000RMB – 15000 RMB
15000 RMB