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！
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1.
您的年龄段
A. Under 18
B. 18-25 years old
C. 26-35 years old
D. 36-45 years old
E. 46 years old and above
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2.
您的性别
A. Male
B. Female
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3.
您目前居住的城市类型
A. Tier-1 City
B. New Tier-1 / Tier-2 City
C. Tier-3 City and below
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4.
您平时喝咖啡的频率
A. Almost daily
B. Several times a week
C. Several times a month
D. Hardly ever
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5.
您对三顿半咖啡的了解程度是?
A. Have purchased and used
B. Have heard of it but never purchased
C. Have never heard of it
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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
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7.
如果您现在买得少了或不再购买最主要的原因是?【多选题】
A. Got tired of the taste, lacks novelty
B. More competitors emerged, more choices
C. Marketing activities have become less appealing
D. Price is relatively high, feels not worth it
E. Encountered quality issues
F. Purchase channels are inconvenient
G. Other (Please specify: )
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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 willing
B. Somewhat willing
C. Neutral
D. Not very willing
E. Not willing at all
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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 advantage
B. Somewhat unique, somewhat distinctive
C. Average, similar to competitors
D. Not very unique, lacks memorability
E. Not distinctive at all, highly homogenized
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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 it
B. Maybe, It depends on the specific circumstances
C. Do not accept, would switch to other brands
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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?【多选题】
A. Taste consistency
B. Flavor uniqueness
C. Dissolution convenience
D. Packaging design
E. After-sales service
F. Other (Please specify: )
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12.
提到“三顿半”，您最先想到什么?【多选题】
A. The small cup packaging
B. Relatively expensive price
C. An internet-famous/design-oriented brand
D. Environmentalism / the Return Voyage Program
E. Coffee flavor/quality
F. No particular impression
G. Other (Please specify: )
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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 feature
B. Average, accustomed to it
C. No longer appealing, many imitators
D. Do not pay attention
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14.
您如何看待三顿半的“返航计划”?
A. It's the soul of the brand, sustained positive feelings
B. Good concept but lack motivation to participate
C. Feels formalized, novelty has worn off
D. Not interested / Have never participated
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15.
您通常从哪里看到三顿半的信息?【多选题】
A. E-commerce platforms (Tmall/Taobao/JD.com)
B. Xiaohongshu
C. Douyin
D. Weibo
E. WeChat Official Accounts
F. Recommendations from friends/colleagues
G. Advertisements/Media reports
H. Offline activities (physical stores/pop-up shops)
I. Other (Please specify: ______)
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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. Saturnbird
B. Yongpu
C. Luckin
D. Nescafé
E. Starbucks
F. Other (Please specify: ______)
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