Yili's Differentiation Strategy: Impacts on Product Premium and Consumer Perception

Dear Participants: 
Hello! This survey aims to understand your knowledge of Yili Group and its products, your purchasing behavior, and your satisfaction level. All the data will be used solely for academic research and will be strictly kept confidential. Completing the questionnaire will take approximately 3 to 5 minutes. Thank you for your participation! 

[Research Hypothesis Explanation: This questionnaire is designed to verify the hypothesis that "Yili, through its dual differentiation strategy of functionality and ESG, has significantly higher premium for its high-end white milk compared to Mengniu", ensuring that all questions align with the objectives of the regression analysis.]
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1.Have you purchased Yili or any other brand of dairy products within the last three months? (Single-choice question)
Yes
No
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1a.Which brand of dairy products do you purchase most frequently? (Single-choice question)
Yili
Mengniu
Both Yili and Mengniu are similar
Other brands
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2.Which category does your city belong to? (Single-choice question)
Attached: List of City Names - Grade Comparison Table for the 2025 Urban Business Attractiveness Ranking：
https://www.datayicai.com 
New First-tier City
Second-tier City
Third-tier City
Fourth-tier City
Fifth-tier City and below
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3.What is your age range?(Single-choice question)
18-25 years old
26-35 years old
36-45 years old
46 years old and above
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4.What is your highest educational attainment? (Single-choice question)
High school or below
College
Bachelor's degree
Master's degree or above
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5.Do you have children aged 0-6 years old in your household? (Single-choice question)
Yes
No
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6.What is your monthly income range? (Single-choice question)
Below 3000 yuan
3000 - 6000 yuan
6001 - 10000 yuan
Above 10000 yuan
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1.When it comes to "domestic dairy product brands", what comes to your mind first? (Single-choice question)
Yili
Mengniu
Guangming
others
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1a.Please select up to three keywords that you consider most appropriate for the Yili brand from the following list. (Multiple-choice question, limited to 3 options)【最多选择3项】
Calcium supplementation
Room temperature yogurt
Lactose-free
High protein content
Organic
Milk source comes from Inner Mongolia
Low-carbon
Green packaging
Wetland protection
Support for ranch communities
Transparent supply chain
Renewable energy
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2.Which channel do you most frequently use to purchase Yili products? (Single-choice question)
Supermarket/Convenience Store
E-commerce platforms (such as Tmall, JD)
Yili official mini-program/APP
Community Group Buying
Others
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3.Please recall the last time you purchased an Eri product. Through which channel did you make the purchase? (Single-choice question)
Supermarket/Convenience Store
E-commerce platform (such as Tmall, JD)
Eri official mini-program/APP
Community Group Buying
Others
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4.How do you rate the price of Elie's products? (Single-choice question)
Very cheap
High value for money
Moderate
A little expensive
＂Premium＂
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5.For 250 milliliters of pure milk, what is the highest price you are willing to pay? Please fill in the amounts for Yili and Mengniu respectively. (Fill-in-the-blank question)
Yili: ______ yuan
Mengniu: ______ yuan
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6.What was the reason for your last purchase of Yili products? (Single-choice question)
Influenced by advertisements/promotional activities
Recommended by friends
Trusted the brand
Trying new products
Habitual purchase
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7.How satisfied are you with the products of Yili? (5-point Likert scale)
Very satisfied
Very dissatisfied
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0/200
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0/200
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0/200
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0/200
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0/200
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8. In the past 6 months, how often did you purchase products from Yili? (Single-choice question)
Never purchased
1-2 times
3-5 times
6-10 times
More than 10 times
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Are you a member of the Erie loyalty program? (Single-choice question)
Yes
No
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10. What do you think is the biggest difference between Yili and Mengniu? (Open-ended question, optional answer, no more than 20 words)
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11. Which of the following do you think is the most significant difference between Yili and Mengniu? (Single-choice question)
Milk source quality
Functional formula/product features
Environmental protection/packaging
Brand image/marketing
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12.Have you ever paid attention to the publicity of Yili regarding social responsibility or environmental protection? (Single-choice question)
Yes, I pay great attention to it
Occasionally I have seen it
I don't pay attention to it
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13. If Yili introduces a "carbon-neutral" milk priced 10% higher than regular milk, how likely are you to purchase it? (5-point Likert scale)
Very unlikely
Very possible
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0/200
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0/200
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0/200
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0/200
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14. Will you continue to purchase Yili products in the future? (Single-choice question)
Very willing
Willing
Uncertain
Unwilling
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