Questionnaire on Yili Group's Marketing Strategy Perception and Consumer Behavior

This questionnaire is conducted on product purchase, brand cognition and marketing strategy perception of Yili Group. All answers are only for academic research and are anonymous throughout. Thank you for your cooperation!本问卷围绕伊利集团产品购买、品牌认知及营销策略感知展开调查，所有答案仅用于学术研究，全程匿名处理，感谢您的配合！
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1. What is the frequency of your purchase of Yili dairy products?/ 您购买伊利乳制品的频率是?
A. Every day / 每天
B. 2-3 times a week / 每周 2-3 次
C. 1 time a week / 每周 1 次
D. 1-2 times a month / 每月 1-2 次
E. Rarely buy / 很少购买
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2. What channel do you mainly use to buy Yili dairy products?/ 您主要通过哪种渠道购买伊利乳制品?
A. Supermarket / 大型超市
B. Convenience store / 便利店
C. Online e-commerce platforms (Taobao/JD/Pinduoduo, etc.)/ 线上电商平台（淘宝 / 京东 / 拼多多等）
D. Community group buying / 社区团购
E. Yili offline stores / 品牌线下门店
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3. Which type of Yili dairy products do you prefer?/ 伊利旗下的乳制品中，您更偏好哪种类型?
A. High-end pure milk (e.g. Jindian)/ 高端白奶（如金典）
B. Ambient-temperature yogurt (e.g. Anmuxi)/ 常温酸奶（如安慕希）
C. Functional beverages (e.g. Changyi 100%)/ 功能饮料（如畅意 100%）
D. Fresh milk / 鲜奶
E. Milk powder/cheese and other categories / 奶粉 / 奶酪等其他品类
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4. How did you first know about Yili's brand/products?/ 您最初通过哪种方式了解到伊利的品牌 / 产品?
A. Olympic and other national event cooperations / 奥运等国家级赛事合作
B. Social media/KOL promotion (Douyin/ Xiaohongshu/Weibo, etc.)/ 社交媒体 / KOL 推广（抖音 / 小红书 / 微博等）
C. Offline advertising (outdoor/supermarket posters)/ 线下广告（户外 / 商超海报）
D. Television advertising / 电视广告
E. Word of mouth from relatives and friends / 亲友推荐
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5. What is your perception of Yili's brand cooperation with Olympic and other national events?/ 您对伊利与奥运等国家级赛事的品牌合作感知如何?
A. Very recognized, greatly improving brand favorability / 非常认可，大幅提升品牌好感度
B. Relatively recognized, thinking the brand is powerful / 比较认可，觉得品牌有实力
C. Neutral, no special feeling / 一般，没有特别的感受
D. Not very recognized, thinking the relevance to products is low / 不太认可，认为与产品关联度低
E. Do not care at all / 完全不关注
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6. How much do you pay attention to Yili's marketing content on social media (Douyin/Xiaohongshu, etc.)?/ 伊利在社交媒体（抖音 / 小红书等）的营销内容，您的关注程度是?
A. Often pay attention and browse actively / 经常关注，会主动浏览
B. Occasionally come across and check briefly / 偶尔刷到，会简单查看
C. Come across but do not pay attention / 刷到但不会关注
D. Rarely come across / 很少刷到
E. Never use relevant platforms / 从不使用相关平台
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7. In the ambient-temperature milk market, which do you prefer between Yili and its main competitors?/ 在常温奶市场，您在伊利和主要竞品中，优先选择?
A. Only Yili / 只选伊利
B. Prefer Yili, occasionally choose competitors / 优先选伊利，偶尔选竞品
C. No preference, choose randomly / 无偏好，随机选择
D. Prefer competitors, occasionally choose Yili / 优先选竞品，偶尔选伊利
E. Only competitors / 只选竞品
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8. In the milk beverage market, which do you prefer between Yili and its main competitors?/ 在乳饮料市场，您在伊利和主要竞品中，优先选择?
A. Only Yili / 只选伊利
B. Prefer Yili, occasionally choose competitors / 优先选伊利，偶尔选竞品
C. No preference, choose randomly / 无偏好，随机选择
D. Prefer competitors, occasionally choose Yili / 优先选竞品，偶尔选伊利
E. Only competitors / 只选竞品
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9. What is your recognition of the health attributes of Yili products (e.g. low fat/high calcium/no additives)?/ 您对伊利产品的健康属性（如低脂 / 高钙 / 无添加）的认可度是?
A. Very recognized, the core reason for purchase / 非常认可，是购买的核心原因
B. Relatively recognized, taken as a purchase reference / 比较认可，会作为购买参考
C. Neutral, thinking no difference from similar products / 一般，觉得和同类产品无差异
D. Not very recognized, thinking publicity is inconsistent with reality / 不太认可，认为宣传与实际不符
E. Do not care about product health attributes / 不关注产品健康属性
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10.How clear is your cognition of Yili's multi-brand matrix (Jindian/Anmuxi/Changyi, etc.)?/ 伊利的多品牌矩阵（金典 / 安慕希 / 畅意等），您的认知清晰程度是?
A. Very clear, able to distinguish the positioning of each brand / 非常清晰，能区分各品牌定位
B. Relatively clear, knowing the differences of major brands / 比较清晰，知道主要品牌的差异
C. Neutral, only knowing individual brands / 一般，只认识个别品牌
D. Not very clear, easy to confuse with competitor brands / 不太清晰，容易与竞品品牌混淆
E. Do not understand at all / 完全不了解
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11.Do you think the price positioning of Yili products is reasonable?/ 您认为伊利产品的价格定位是否合理?
A. Very reasonable, extremely cost-effective / 非常合理，性价比极高
B. Relatively reasonable, moderate cost-effective / 比较合理，性价比适中
C. Neutral, average cost-effective / 一般，性价比普通
D. Not very reasonable, overpriced / 不太合理，价格偏高
E. Completely unreasonable, price is much higher than value / 完全不合理，价格远高于价值
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12.What is the impact of Yili's marketing activities (e.g. discount/gift/co-branding) on your purchase decision?/ 伊利的营销活动（如满减 / 赠品 / 联名），对您的购买决策影响是?
A. Great impact, buy actively because of activities / 影响极大，会因活动主动购买
B. Relatively great impact, prefer to buy when there are activities / 影响较大，有活动会优先购买
C. Neutral, activities have no impact on purchase / 一般，有无活动不影响购买
D. Slight impact, buy because of activities only occasionally / 影响较小，仅偶尔因活动购买
E. No impact, never care about marketing activities / 无影响，从不关注营销活动
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13.What is your loyalty to Yili brand?/ 您对伊利品牌的忠诚度如何?
A. Extremely high, will not change brands easily / 极高，不会轻易更换品牌
B. Relatively high, will not change unless in special circumstances / 较高，非特殊情况不会更换
C. Neutral, may change due to external factors / 一般，可随外界因素更换
D. Relatively low, easily attracted by competitors / 较低，容易被竞品吸引
E. Extremely low, no brand loyalty / 极低，无品牌忠诚度
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14.What is the core factor for you to choose Yili dairy products?/ 您选择伊利乳制品的核心因素是?
A. High brand awareness / 品牌知名度高
B. Good product quality/taste/ 产品质量 / 口感好
C. Attractive marketing activities / 营销活动有吸引力
D. Reasonable price / 价格亲民
E. Convenient purchase channels / 购买渠道便捷
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15.Overall, what is your satisfaction with Yili's current overall marketing strategy?/ 综合来看，您对伊利当前的整体营销策略满意度是?
A. Very satisfied / 非常满意
B. Relatively satisfied / 比较满意
C. Neutral / 一般
D. Not very satisfied / 不太满意
E. Completely dissatisfied / 完全不满意
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