Segmentation Questioner: (To be administered to SU students)

1. Gender
o Female
o Male
2. Age
o Under 20
o 20-25
o 25-30
o 30-35
3. Mention Faculty __________________
4. Year of study
o 1
o 2
o 3
o 4
o Other
5. Do you live:
o Off campus
o On campus
6. Monthly Stipend/Allowance
o Under 1,000 TL
o 1,000-2,000 TL
o 2,000-3,000 TL
o 3,000-4,000 TL
o 4,000-5,000 TL
o Over 5,000 TL
7. What is your cumulative daily usage of Social media?
o Less than 2hr
o 2hr to 3hr
o 3hr to 4hr
o 4hr to 5hr
o Greater than 5hr

Answer each of the following questions as candidly as possible:

1. How often do you snack at a café during the week?

 o Never
o Daily
o Once a week
o Twice a week
o Thrice a week
o More than thrice a week

2. I exercise at least:
o Never
o Daily
o Once a week
o Twice a week
o Thrice a week
o More than thrice a week

3. How often do you snack at Starbucks during the week?

o Never
o Daily
o Once a week
o Twice a week
o Thrice a week
o More than thrice a week

4. What does your Starbucks meal usually consist off?

o Drink and Edible snack
o Sometimes drink and edible snack
o Drink and sometimes edible snack
o Only Drink
o Only edible snack

5. What drink is a part of your frequent purchase?

o Coffee
o Fraps
o Hot chocolate
o Water
o Other

6. How much on average do you spend on your drink?

o 5-10 Lira
o 10-15 Lira
o Greater than 15 Lira
7. How often do you consume any fruit drink/smoothie during the week?
o once a month
o Once a week
o Twice a week
o Thrice a week
o More than thrice a week

8. Name your top 3 flavors when it comes to fruit drinks

_______________, ________________, ________________

9. What is the motivation/reason behind your fruit drink consumption?

o Thirst
o Health benefits
o Novelty
o Attractive package/looks
o Other; please specify ___________

10. When you think of Starbucks, what comes to your mind?

______________ , _____________, _______________

11. What 3 things come to your mind when you think fruit drinks?
______________, ________________, _________________

12. Do you consume fruit drinks during:

o Summer
o Winter
o Both
o Neither of the above

13. How do you stay abreast of the latest happenings in the realm of food?
o Social media
o News
o TV
o Family & Friends
o Other, please specify ______________
 *Please fill in the below statements given in the table (where 1 indicates strong
disagreement and 5 indicates strong agreement)

Strongly Disagree Neutral Agree Strongly

Disagree Agree

I consider myself as a very outgoing person

I consider myself as a very innovative person who likes
to try new food
I consider myself as a person who values variety in
food/drink
I consider myself a health-conscious individual
I assess the nutritional value of a fruit drink before
purchase
I consider fitness an important part of my regular life
I like milk-based drinks
I like water-based drinks
I consider packaging to influence my choice during
purchasing a drink
I usually purchase a fruit drink to quench thirst
I usually purchase a fruit drink because of its nutritional
value
I usually purchase a fruit drink for refreshing my day
I consider factoring in the sweetness level of the drink
while purchasing
I consider texture (sensory feel) of the drink to be an
important part of purchase
Brand/Brand image is important to me choosing a fruit
drink
Tentative product bundle attribute matrix. The survey above will help us verify
and validate our chosen attributes and their levels:
Attribute Level 1 Level 2 Level 3
1 Blend type Crushed ice Ice cubes Chilled only
2 Carrier Milk Tea Fruit juice
3 Flavor Strawberry Pina colada Passion
fruit+mango
4 Packaging Fancy Non-Fancy
5 Sweetness Low Med High
6 Calorie Low Med High
7 Extras Chia seeds Frozen Cream Puree Juicy bits
yogurt