Study on Consumer Behavior of Coffee Culture Among Generation
Study on Consumer Behavior of Coffee Culture Among Generation
SECTION A: DEMOGRAPHIC INFORMATION
Instruction: Please indicate your responses by marking a ‘√’ to the appropriate box and fill in wherever necessary.
1. Gender
Male Female
2. Age
Below 35
35-44
45-55
Above 55
3. Marital Status
Single Married
4. Monthly Salary
Below MYR 2000
MYR 2001 – MYR 3000
Above MYR 3000
5. Occupation
Unemployed
Flexible Working Hours
Fixed Working Hours
SECTION B: CONSUMER BEHAVIOR IN CHOOSING A LUXURY HOTEL
Instruction: Please indicate your responses by marking a √ to the appropriate box and fill in wherever necessary.
6. Consume with Whom
Individual
Group
7. Appropriate Price
MYR 15 and below
MYR 16 – MYR 25
Above MYR 25
8. Frequency of Consumption
Once a week or below
2 – 3 times a week
More than 3 times a week
9. Consumption Timing
Weekday
Weekend
Whenever there’s a need
10. Main Motivation
Chatting and discussing
Simply coffee drinking
Document processing
11. Source of Information
Media
Walking by chain stores
Friends/ Family
12. Most Frequent Consumption Location
Starbucks
The Coffee Bean & Tea Leaf
SECTION C: SPECIALTY COFFEE ATTRIBUTES
1. Attributes affecting your decision in choosing a specialty coffee brand chain in Penang
Instruction: Please rate which of the following attributes that are important to you when choosing a luxury hotel in Penang from 1 to 5. (Please Circle)
Note: 1-Not Important At All, 2-Not Important, 3-Neither Important nor Not Important, 4-Important and 5-Very Important
The hotel is located near the shopping malls