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.]
1.Have you purchased Yili or any other brand of dairy products within the last three months? (Single-choice question) Yes No
1a.Which brand of dairy products do you purchase most frequently? (Single-choice question) Yili Mengniu Both Yili and Mengniu are similar Other brands
2.Which category does your city belong to? (Single-choice question) New First-tier City Second-tier City Third-tier City Fourth-tier City Fifth-tier City and below
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
4.What is your highest educational attainment? (Single-choice question) High school or below College Bachelor's degree Master's degree or above
5.Do you have children aged 0-6 years old in your household? (Single-choice question) Yes No
6.What is your monthly income range? (Single-choice question) Below 3000 yuan 3000 - 6000 yuan 6001 - 10000 yuan Above 10000 yuan
1.When it comes to "domestic dairy product brands", what comes to your mind first? (Single-choice question) Yili Mengniu Guangming others
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) 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
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
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
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＂
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)
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
7.How satisfied are you with the products of Yili? (5-point Likert scale) Very satisfied
Very dissatisfied
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
Are you a member of the Erie loyalty program? (Single-choice question) Yes No
10. What do you think is the biggest difference between Yili and Mengniu? (Open-ended question, optional answer, no more than 20 words)
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
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
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
14. Will you continue to purchase Yili products in the future? (Single-choice question) Very willing Willing Uncertain Unwilling