Hello! We are a student market research team conducting a study on “Nanfeng Nuan Cheng” (Warm Southern Breeze, Warm City), a Party-building-led public-welfare coffee space initiated by Shanghai Nanfang Group. This project uses a coffee space as its vehicle to provide skills training and supported employment for people with disabilities, while offering specialty coffee from Yunnan and intangible cultural heritage (ICH) experiences.This questionnaire aims to understand your coffee consumption habits, preferences, and willingness to support a social-enterprise café. It is anonymous and will be used for academic purposes only. It takes about 3–5 minutes to complete. Thank you for your support!
Q1. What is your gender? A. Male B. Female
Q2.What is your age group? A. Under 18 (terminate survey – thank you for participating) B. 18–25 C. 26–35 D. 36–45 E. 46–60 F. Over 60
Q3. What is your occupation? A. Student B. Company employee C. Civil servant / public institution staff D. Freelancer / self-employed E. Retired F. Other
Q4. How often do you buy coffee? A. At least once a day B. 3–5 times a week C. 1–2 times a week D. 1–3 times a month E. Rarely / never
Q5. Where do you usually buy/drink coffee? (Multiple choices） A. Chain brands (Luckin, Starbucks, etc.) B. Independent specialty cafés C. Convenience stores / supermarkets D. Office / home-brewed
Q6. What is your average spending per coffee purchase? A. Under RMB 10 B. RMB 10–20 C. RMB 21–30 D. RMB 31–50 E. Over RMB 50
Q7. Which factors matter most when you choose a coffee shop? (Select up to 3) A. Taste & quality B. Price C. Ambience & environment D. Convenience (location / delivery) E. Brand reputation F. Public-welfare / social-value attribute G. Special experiences (ICH, cultural products, etc.) H. Other
Q8. Before this survey, had you heard of “Nanfeng Nuan Cheng”? A. Yes, and I have visited B. Yes, but I have not visited C. No, never heard of it
Q9. If a coffee shop employs baristas with disabilities, how would you feel? A. Very supportive – I would be more willing to buy coffee there B. Slightly positive, but it would not affect my decision C. Neutral / no particular feeling D. Somewhat concerned
Q10. How much would you be willing to pay for one cup of public-welfare coffee at "Nanfeng Nuan Cheng"？ A. Under RMB 10 B. RMB 10–20 C. RMB 21–30 D. RMB 31–50 E. Over RMB 50
Q11. Through which channels do you usually learn about local cafés or charity projects? (Multiple choices) A. Xiaohongshu (RED) B. Douyin / short-video platforms C. WeChat official accounts D. Dianping / Meituan E. Word of mouth / community groups F. Offline events / walking by G. News reports
Q12. Which of the following products / services interest you? (Multiple choices) A. Yunnan specialty coffee beans / drip bags B. Pour-over coffee class taught by baristas with disabilities C. Intangible cultural heritage workshops (e.g., tie-dye, paper-cutting) D. Charity cultural & creative merchandise (mugs, tote bags, etc.) E. Corporate team-building / Party-building event bookings F. Holiday gift boxes G. Coffee subscription (regular delivery)
Q13. If ICH workshops were offered, what price range would you accept? A. Under RMB 50 B. RMB 50–100 C. RMB 101–200 D. Over RMB 200 E. Not interested
Q14. In which scenario do you most often buy coffee? A. On my commute to work B. Office afternoon break C. Weekend leisure / socializing D. Brewing at home E. Gifting / festive occasions
Q15.If you learned about “Nanfeng Nuan Cheng” online (Xiaohongshu / Douyin / WeChat official account, etc.), which types of content would appeal to you most? (Select up to 3) A. Personal growth stories / mini-documentaries of baristas with disabilities B. Charity transparency content (training outcomes, employment figures, use of donations) C. Origin-tracing stories of Yunnan coffee beans & brewing tips D. ICH workshop process showcases and finished works E. Store ambience / photogenic check-in shots F. Authentic reviews from customers and volunteers G. Discounts and new-product information
Q16. Which purchase channels do you prefer? (Multiple choices) A. Dine-in at the store / ordering for pickup B. Food delivery platforms (Meituan / Ele.me) C. WeChat mini-program / group D. E-commerce platforms (Taobao / JD flagship store) E. Corporate group purchase / labor-union procurement
Q17. Would you recommend “Nanfeng Nuan Cheng” to friends or colleagues?
Q18. Which factors would motivate you to visit the store? (Select up to 3) A. First cup free / discount coupons B. Check-in gift (cultural merchandise) C. ICH workshop experience D. Organized Party-building / team-building activities E. Social media recommendations F. Transparent & verifiable charity donations G. Other
Q19. Do you have any suggestions for the products, services, or promotion of “Nanfeng Nuan Cheng”? (Open question)