Dear Respondent,
Hello! I am Gao Junyi, a Master’s student majoring in Integrated Marketing Communication at Universiti Sains Malaysia (USM). The purpose of this study is to explore how consumers perceive and associate brand attributes with Blueglass Yogurt and its competitors Wudao Yogurt and Ambrosial Yogurt, using the Brand Concept Map (BCM) method.
Your valuable feedback will help us better understand consumer perceptions and provide useful insights for brand strategy development. This survey is for academic research purposes only; all responses will be kept strictly confidential, and your personal information will not be disclosed in any form.
Participation is voluntary, and you may stop at any time. The questionnaire will take approximately 5–8 minutes to complete. There are no right or wrong answers — please answer honestly according to your true thoughts.
Thank you for your kind participation and support!
Part 1: Basic Information
1. I am taking part in this survey voluntarily and I can stop answering at any time if I have any doubts about the content of the questionnaire.
I agree 选项2
2. Gender Male Female Other / Prefer not to say
3. Age Group 19 and below 20–25 26–30 31–35 36–40 41–45 46 and above
4. Education Level High School or below Diploma or Associate Degree Bachelor’s Degree Master’s Degree or higher
5. Monthly Income (RMB) 4,000 and Below 4,001–8,000 8,001–12,000 12,001–16,000 16,000 and Above
6. How often do you usually consume yogurt? Several times a week A few times a month Rarely Never
7. During which occasion do you usually consume yogurt? (Multiple choices allowed) Breakfast Lunch Dinner As a snack Others, please specify
8. How do you usually consume yogurt? (Multiple choices allowed) As it is on its own With toppings (e.g., fruits, nuts, honey) As smoothies Others, please specify
9. Which yogurt brand are you aware of? (Multiple choices allowed) Blueglass Yogurt Wudao Yogurt Ambrosial Yogurt Chobani Yili Momchilovtsi Other (please specify)
10. Have you consumed Blueglass Yogurt in the past 6 months? Yes No(Screened out if “No”)
11. What are the main factors that prompted you to choose to buy Blueglass Yogurt? (Multiple choices allowed) Freshness and taste High-quality or natural ingredients Health benefits (e.g., probiotics, collagen, low sugar) Premium or luxurious brand image Healthy and natural brand concept Attractive packaging and store design Recommendations from friends, influencers, or social media Availability and ease of purchase (online or offline) Limited-edition or unique flavors Brand reputation and trust Others, please specify
Part 2: Keyword Selection and Evaluation
12. Please select 5 to 10 keywords from the following list that you think best represent the characteristics of blueglass . (This is a multiple-choice question; once you make your selection, the questionnaire will automatically move to the evaluation section. Please rate according to your chosen options.) Healthy nutritious choice Tastes delicious and fresh High quality natural ingredients Premium brand Smooth, creamy texture Rich & heavy texture Beautiful packaging Pricier Traditional authentic yogurt Youthful trendy brand Brand is popular online Less sweetness Great in-store environment Stores are limited Innovative with AI involved Trusted brand Stores are beautiful Good choice for dinner Fits fitness lifestyle Customizable flavors
13. For this keyword " Healthy nutritious choice " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the blueglass)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
14. For this keyword " Tastes delicious and fresh " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the blueglass)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
15. For this keyword " High quality natural ingredients " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the blueglass)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
16. For this keyword " Premium brand " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the blueglass)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
17. For this keyword "Smooth, creamy texture " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the blueglass)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
18. For this keyword "Rich & heavy texture " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the blueglass)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
19. For this keyword "Beautiful packaging " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the blueglass)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
20. For this keyword "Pricier " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the blueglass)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
21. For this keyword "Traditional authentic yogurt " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the blueglass)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
22. For this keyword "Youthful trendy brand " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the blueglass)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
23. For this keyword "Brand is popular online " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the blueglass)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
24. For this keyword "Less sweetness " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the blueglass)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
25. For this keyword "Great in-store environment " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the blueglass)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
26. For this keyword "Stores are limited " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the blueglass)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
27. For this keyword "Innovative with AI involved " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the blueglass)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
28. For this keyword "Trusted brand " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the blueglass)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
29. For this keyword "Stores are beautiful " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the blueglass)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
30. For this keyword "Good choice for dinner " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the blueglass)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
31. For this keyword "Fits fitness lifestyle " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the blueglass)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
32. For this keyword " Customizable flavors " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the blueglass)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
33. Please select 5 to 10 keywords from the following list that you think best represent the characteristics of Wudao . (This is a multiple-choice question; once you make your selection, the questionnaire will automatically move to the evaluation section. Please rate according to your chosen options.) Thick, creamy texture Tastes delicious and fresh High quality natural ingredients Traditional authentic yogurt Healthy nutritious choice Hearty and filling Premium brand Affordable price Available mostly online only Homemade artisanal yogurt Less sweetness Unique packaging Trusted brand Interesting brand Vibrant brand Variety of choice Rich texture Pricier Gentle on stomach Supports daily nutrition
34. For this keyword " Thick, creamy texture " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Wudao)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
35. For this keyword " Tastes delicious and fresh " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Wudao)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
36. For this keyword " High quality natural ingredients " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Wudao)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
37. For this keyword " Traditional authentic yogurt " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Wudao)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
38. For this keyword " Healthy nutritious choice " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Wudao)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
39. For this keyword "Hearty and filling " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Wudao)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
40. For this keyword " Premium brand " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Wudao)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
41. For this keyword "Affordable price " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Wudao)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
42. For this keyword " Available mostly online only " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Wudao)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
43. For this keyword " Homemade artisanal yogurt " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Wudao)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
44. For this keyword " Less sweetness " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Wudao)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
45. For this keyword " Unique packaging " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Wudao)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
46. For this keyword " Trusted brand " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Wudao)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
47. For this keyword " Interesting brand " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Wudao)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
48. For this keyword " Vibrant brand " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Wudao)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
49. For this keyword " Variety of choice " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Wudao)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
50. For this keyword "Rich texture " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Wudao)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
51. For this keyword "Pricier " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Wudao)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
52. For this keyword "Gentle on stomach " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Wudao)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
53. For this keyword "Supports daily nutrition " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Wudao)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
54. Please select 5 to 10 keywords from the following list that you think best represent the characteristics of Ambrosial . (This is a multiple-choice question; once you make your selection, the questionnaire will automatically move to the evaluation section. Please rate according to your chosen options.) Big & popular brand Tastes delicious and fresh Premium brand High sweetness Easily available in market Affordable price Thick, creamy texture Healthy nutritious choice High quality natural ingredients A lot of advertisements Authentic Greek-style yogurt Beautiful packaging Rich & heavy texture Homemade artisanal yogurt Variety of choice Children are attracted to it Gives energy after consuming Has cakes & desserts Hearty and filling Vibrant brand
55. For this keyword "Big & popular brand " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Ambrosial)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
56. For this keyword "Tastes delicious and fresh " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Ambrosial)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
57. For this keyword "Premium brand " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Ambrosial)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
58. For this keyword "High sweetness " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Ambrosial)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
59. For this keyword "Easily available in market " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Ambrosial)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
60. For this keyword "Affordable price " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Ambrosial)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
61. For this keyword "Thick, creamy texture " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Ambrosial)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
62. For this keyword "Healthy nutritious choice " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Ambrosial)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
63. For this keyword "High quality natural ingredients " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Ambrosial)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
64. For this keyword "A lot of advertisements " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Ambrosial)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
65. For this keyword "Authentic Greek-style yogurt " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Ambrosial)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
66. For this keyword "Beautiful packaging " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Ambrosial)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
67. For this keyword "Rich & heavy texture " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Ambrosial)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
68. For this keyword "Homemade artisanal yogurt " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Ambrosial)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
69. For this keyword "Variety of choice " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Ambrosial)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
70. For this keyword "Children are attracted to it " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Ambrosial)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
71. For this keyword "Gives energy after consuming " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Ambrosial)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
72. For this keyword "Has cakes & desserts " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Ambrosial)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
73. For this keyword "Hearty and filling " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Ambrosial)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)
74. For this keyword "Vibrant brand " please rate it based on the factors below.
1(Very Low) to 5 (Very High)
Strength (How strong does it relate to the Ambrosial)
Uniqueness (How unique is it?)
Relevance (How relevant is it to your decision making?)
Favourability (How favourable is it?)