Hand-Stitched Wool Coat Nordic Market Brand Awareness and Purchase Intention Survey

[Instructions] This survey aims to study the brand awareness preferences and purchase intentions of consumers in the Nordic market regarding hand-stitched wool coats. All data will be used solely for master's thesis academic research, and personal information will be kept strictly confidential. The survey consists of 25 questions and takes approximately 10 minutes. Please answer based on your true feelings. Thank you for your cooperation and support.
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1. Your gender:
Male
Female
Other
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2. Your age group:
18-25 years old
26-40 years old
41-55 years old
56-65 years old
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3. Your Job：
Student
Education / Research
Healthcare / Health
IT / Technology
Finance / Business
Art / Design
Retail / Service Industry
Manufacturing / Engineering
Government / Non-profit Organization
Freelancer
Retired
Other (please specify: __________)
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4. Your Daily Commuting / Travel Method：
Walking / Bicycle
Public Transportation
Private Car
Mixed Mode
Other
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5. Your Nordic country of residence:
Sweden
Denmark
Norway
Finland
Iceland
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6. How often do you purchase winter coats (including wool coats) annually?
1 time or less
2-3 times
4-5 times
More than 5 times
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7. Please rate the following statements based on your actual beliefs and behaviors (1 = Strongly Disagree, 5 = Strongly Agree).
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I prioritize purchasing clothing made from environmentally friendly materials.
I prioritize purchasing clothing made from environmentally friendly materials.
I pay attention to clothing brands' environmental production concepts and processes
I pay attention to clothing brands' environmental production concepts and processes
Compared to regular products, I am willing to pay a small premium for low-carbon, environmentally friendly clothing.
Compared to regular products, I am willing to pay a small premium for low-carbon, environmentally friendly clothing.
I tend to choose biodegradable, environmentally friendly clothing products.
I tend to choose biodegradable, environmentally friendly clothing products.
A clothing brand's environmental social responsibility influences my purchasing decisions.
A clothing brand's environmental social responsibility influences my purchasing decisions.
I identify with the concept of "slow fashion" (buying durable, classic styles instead of fast fashion).
I identify with the concept of "slow fashion" (buying durable, classic styles instead of fast fashion).
I prefer to support local or small artisan brands.
I prefer to support local or small artisan brands.
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8. What quality information do you value most when purchasing a wool coat? (Select all that apply)[Multiple]
Material source (e.g., wool origin, eco-certifications)
Craftsmanship details (hand-stitching, artisan story)
Durability and warmth retention performance
Quality certifications (e.g., Nordic RWS, GRS labels)
Material traceability and test data
After-sales service (e.g., free cleaning, repairs)
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9. Which description of "hand-stitched craftsmanship" appeals to you more?
Emphasizes "stitched by hand, stitch by stitch, certified artisan skills"
Simply states "uses traditional hand-stitching techniques"
No special mention
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10. Are you willing to pay a higher price for the "hand-stitched" workmanship?
Very willing
Willing
Neutral
Unwilling
Very unwilling
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11. What is an acceptable price range for a "hand-stitched wool coat"?
2000-4000 SEK
4001-6000 SEK
6001-8000 SEK
Above 8000 SEK
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12. Which wool coat design style do you prefer?
Nordic minimalist (clean lines, natural colors, practical and comfortable)
Classic retro (traditional cuts, vintage elements like horn buttons)
Trendy fashion (monogram elements, personalized design)
Other (please specify: )
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13. Which is more important to you regarding a coat: "comfort" or "aesthetic design"?
Comfort is far more important than design
Comfort is slightly more important than design
Equally important
Design is slightly more important than comfort
Design is far more important than comfort
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14. Please rank the following coat design elements in order of preference (Select all that apply)[Multiple]
Color matching (e.g., soft, neutral tones)
Pattern/Cut (e.g., loose/fitted)
Decorative details (e.g., buttons, pockets, belts)
Fabric texture
Functional design (e.g., windproof, waterproof, detachable lining)
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15. Which type of brand culture story appeals to you more?(Select all that apply)[Multiple]
Environmental sustainability (e.g., zero-carbon production, biodegradable materials)
Artisan spirit and traditional craftsmanship heritage
Social responsibility and fair trade
No distinct cultural story, more focused on the product itself
Other (please specify: )
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16. Are you more inclined to purchase brands that align with your personal values (e.g., environmental protection, slow living)?
Very inclined
Inclined
Neutral
Not inclined
Very not inclined
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17. Do you think the combination of "Chinese craftsmanship" and "Nordic design" enhances product appeal?
Very appealing
Appealing
Neutral
Unappealing
Very unappealing
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18. Through which channels do you usually learn about new clothing brands? (Select all that apply)[Multiple]
Social media (e.g., Instagram, Facebook, TikTok)
E-commerce platforms (e.g., Zalando, Boozt, Amazon)
Physical stores or concept/buyer's shops
Recommendations from friends or family
Fashion blogs or media reviews
Brand official website or email newsletter
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19. When a new brand enters the Nordic market, what methods do you think best enhance its credibility? (Select all that apply)[Multiple]
Obtaining local quality/environmental certifications
Endorsements by celebrities or fashion bloggers
User reviews and word-of-mouth
Media coverage or awards
Transparent production and brand story
Collaborations with local designers/brands
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20. Where do you most frequently purchase winter coats?
Brand Store
Department stores
Online e-commerce platforms
Second-hand/vintage stores
Other
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21. Based on your overall impression of the "hand-stitched wool coat" category, please answer the following questions (1 = Strongly Disagree, 5 = Strongly Agree).
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I am willing to try purchasing a product from a new hand-stitched brand.
I am willing to try purchasing a product from a new hand-stitched brand.
I would recommend this brand to others.
I would recommend this brand to others.
If the brand's design matches my aesthetic, I would consider purchasing it
If the brand's design matches my aesthetic, I would consider purchasing it
If the brand emphasizes environmental protection and sustainability, my purchase intention increases.
If the brand emphasizes environmental protection and sustainability, my purchase intention increases.
I am willing to pay a reasonable premium for high-quality hand-stitched craftsmanship.
I am willing to pay a reasonable premium for high-quality hand-stitched craftsmanship.
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22. How much time do you usually spend researching brand information before purchasing clothing?
Less than 5 minutes
5-15 minutes
15-30 minutes
More than 30 minutes
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23. Are you willing to try on the product online or at an offline experience store before deciding to purchase?
Very willing
Willing
Neutral
Unwilling
Very unwilling
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24. What other characteristics do you think an ideal hand-stitched wool coat brand should possess?
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25.Do you have any other suggestions for hand-stitched wool coats entering the Nordic market?
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