三顿半咖啡品牌竞争力下降原因调查问卷

尊敬的受访者：

您好！本问卷旨在系统了解消费者对三顿半咖啡品牌的真实看法与体验。所有收集的数据将严格用于学术研究，并对您的个人信息予以严格保密。问卷预计耗时约5-8分钟，非常感谢您抽出时间参与本次调研，您的真实反馈对本研究的科学性和实践价值至关重要。衷心感谢您的支持与配合！

1. 您的年龄段

A. Under 18B. 18-25 years oldC. 26-35 years oldD. 36-45 years oldE. 46 years old and above

2. 您的性别

A. MaleB. Female

3. 您目前居住的城市类型

A. Tier-1 CityB. New Tier-1 / Tier-2 CityC. Tier-3 City and below

4. 您平时喝咖啡的频率

A. Almost dailyB. Several times a weekC. Several times a monthD. Hardly ever

5. 您对三顿半咖啡的了解程度是?

A. Have purchased and usedB. Have heard of it but never purchasedC. Have never heard of it

6. 您购买三顿半产品的频率是?

A. Frequently purchase (≥1 time per month)B. Occasionally purchase (when needed or during promotions)C. Have purchased before, but not for a long time

7. 如果您现在买得少了或不再购买最主要的原因是?

A. Got tired of the taste, lacks noveltyB. More competitors emerged, more choicesC. Marketing activities have become less appealingD. Price is relatively high, feels not worth itE. Encountered quality issuesF. Purchase channels are inconvenientG. Other (Please specify: )

8. 如果三顿半推出一款新品，您向朋友或家人推荐的意愿有多大?

A. Very willingB. Somewhat willingC. NeutralD. Not very willingE. Not willing at all

9. 与您试过的其他速溶/冻干咖啡相比，您认为三顿半的口感与风味是否独特?

A. Very unique, distinct advantageB. Somewhat unique, somewhat distinctiveC. Average, similar to competitorsD. Not very unique, lacks memorabilityE. Not distinctive at all, highly homogenized

10. 如果三顿半因为提升了品质或工艺而涨价，您是否会继续购买?

A. Accept, the quality improvement is worth itB. Maybe, It depends on the specific circumstancesC. Do not accept, would switch to other brands

11. 您认为三顿半在以下哪些方面最需要改进产品品质或相关服务?

A. Taste consistencyB. Flavor uniquenessC. Dissolution convenienceD. Packaging designE. After-sales serviceF. Other (Please specify: )

12. 提到“三顿半”，您最先想到什么?

A. The small cup packagingB. Relatively expensive priceC. An internet-famous/design-oriented brandD. Environmentalism / the Return Voyage ProgramE. Coffee flavor/qualityF. No particular impressionG. Other (Please specify: )

13. 您现在觉得三顿半的“小杯子”包装还有吸引力吗?

A. Still a distinctive featureB. Average, accustomed to itC. No longer appealing, many imitatorsD. Do not pay attention

14. 您如何看待三顿半的“返航计划”?

A. It's the soul of the brand, sustained positive feelingsB. Good concept but lack motivation to participateC. Feels formalized, novelty has worn offD. Not interested / Have never participated

15. 您通常从哪里看到三顿半的信息?

A. E-commerce platforms (Tmall/Taobao/JD.com)B. XiaohongshuC. DouyinD. WeiboE. WeChat Official AccountsF. Recommendations from friends/colleaguesG. Advertisements/Media reportsH. Offline activities (physical stores/pop-up shops)I. Other (Please specify: ______)

16. 当您想购买速溶/冻干咖啡时，第一个浮现在您脑海中的品牌是?

A. SaturnbirdB. YongpuC. LuckinD. NescaféE. StarbucksF. Other (Please specify: ______)

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