Dear respondent, Hello! This questionnaire aims to understand your purchase motivations, acceptance, and product experience regarding Nestlé coffee co-branded products. Thank you for your support and participation!
1. Have you ever purchased Nestlé coffee co-branded products (e.g., collaborations with brands, IPs, or celebrities)? (Single choice)
Yes No
2. What are your main motivations for purchasing Nestlé co-branded coffee products? ( choose all that apply）
Trying new products (novelty-seeking) Interest in the co-branded brand/IP/celebrity Attractive packaging design Gift-giving or collection purposes Trust in the Nestlé coffee brand Other (please specify): ________
3. Which types of Nestlé co-branded coffee products have you purchased? ( choose all that apply）
Co-branded instant coffee Co-branded capsule coffee Co-branded ready-to-drink coffee Co-branded gift sets Co-branded merchandise (e.g., cups, tote bags) Other (please specify): ________
4. How satisfied are you with the packaging design of Nestlé co-branded coffee products? (Single choice)
Very satisfied Satisfied Neutral Dissatisfied Very dissatisfied
5. To what extent does packaging design influence your purchase decision? (Single choice)
Strongly agree Agree General Disagree Strongly disagree
6. How would you rate your overall experience with Nestlé co-branded coffee products? (Single choice)
Excellent Good Average Poor Very poor
7. Compared with regular products, do you accept a price increase for co-branded products? (Single choice)
Fully accept Generally accept Neutral Slightly unacceptable Completely unacceptable
8. What level of price increase do you consider reasonable for co-branded products? (Single choice)
Within 5% 5%–10% 10%–15% 15%–20% Above 20% Do not accept any price increase
9. Through which channels did you learn about Nestlé co-branded coffee products? ( choose all that apply）
Social media (e.g., RED, TikTok, Weibo) KOL/KOC (influencer) recommendations E-commerce platform recommendations Offline store displays Recommendations from friends Advertising (TV, video platforms, etc.) Other (please specify): ________
10. Which marketing strategies are most likely to attract you to purchase co-branded products? ( choose all that apply）
Limited edition releases Celebrity/influencer endorsements Gift bundles or promotional sets Interactive campaigns or challenges Offline pop-up store experiences Member-exclusive pre-sales Other (please specify): ________
11. Are you more willing to try new Nestlé coffee products because of co-branding? (Single choice)
Very willing Quite willing Neutral Slightly unwilling Not willing at all
12. What suggestions do you have for future Nestlé co-branded coffee products?