Part 1: Demographics

1. What is your age?

 Under 18
 18-24
 25-34
 35-44
 45-54
 55-64
 65+
Relevance: Age is a crucial demographic factor that may influence coffee
consumption habits and preferences.
2. What is your gender?
 Male
 Female
 Prefer not to say
Relevance: Gender can provide insights into consumption patterns and brand
preferences.
3. What is your highest level of education?
 Some high school
 High school graduate
 Some college
 Bachelor's degree
 Post-graduate degree
Relevance: Education level may correlate with awareness of brand qualities and
preferences.
4. What is your current occupation?
 Student
 Employed (full-time/part-time)
 Self-employed
 Unemployed
 Retired
Relevance: Occupation could influence consumption habits due to lifestyle
differences.
5. What is your annual household income?
 Below $20,000
 $20,000-$39,999
 $40,000-$59,999
 $60,000-$79,999
 $80,000-$99,999
 Over $100,000
Relevance: Income level can affect affordability and choice of coffee brands.
Part 2: Coffee Consumption Habits

6. How often do you consume coffee?

 Daily
 Several times a week
 Once a week
 Less than once a week
Relevance: Frequency of consumption could indicate the level of brand loyalty
and preference.
7. What type of coffee do you usually consume? (Multiple choice)
 Instant coffee
 Ground coffee
 Whole bean coffee
 Coffee pods/capsules
Relevance: The type of coffee consumed can indicate preferences for
convenience vs. quality.
8. Where do you usually buy your coffee?
 Supermarket/grocery store
 Specialty coffee shop
 Online
Relevance: Purchase location can reflect on brand loyalty and preference for
niche or mainstream brands.
9. What factors influence your choice of coffee brand? (Multiple choice)
 Price
 Flavor
 Brand reputation
 Ethical/sustainable sourcing
 Packaging
Relevance: Understanding what drives brand choice helps in identifying
consumer segments.
10. How much are you willing to spend on a coffee product per purchase?
 Below $5
 $5-$10
 $11-$15
 Above $15
Relevance: Willingness to spend can indicate preference for premium (niche)
versus mainstream brands.

Part 3: Value-Based Questions

11. On a scale of 1 to 5, how important is brand authenticity to you when

choosing coffee?
  1 (Not important) to 5 (Very important)
Relevance: Measures the value placed on authenticity, potentially differentiating
niche from mainstream brands.
12. On a scale of 1 to 5, how important is ethical sourcing to you?
 1 (Not important) to 5 (Very important)
Relevance: Ethical sourcing is a key factor for many consumers, often more
associated with niche brands.
13. On a scale of 1 to 5, how much do social media influence your coffee
purchase decisions?
 1 (Not at all) to 5 (Significantly)
Relevance: Understanding the impact of social media on brand discovery and
loyalty.
14. How likely are you to try a new coffee brand based on a
recommendation?
 Very unlikely
 Somewhat unlikely
 Neutral
 Somewhat likely
 Very likely
Relevance: Measures openness to brand switching and influence of word-of-
mouth.
15. On a scale of 1 to 5, how important is convenience (e.g., ease of
purchase, preparation) in your coffee choice?
 1 (Not important) to 5 (Very important)
Relevance: Convenience might favor instant and pod coffees, affecting brand
preferences, with the survey questionnaire based on the document's themes and
insights.

16. Do you prefer coffee brands that align with your personal values (e.g.,
environmental sustainability, fair trade)?
 Yes
 No
 Unsure
Relevance: This question aims to understand the impact of personal values on
brand selection, which is crucial for distinguishing between niche and
mainstream brand preferences.
17. On a scale of 1 to 5, how important are flavor and product variety to you
when selecting a coffee brand?
 1 (Not important) to 5 (Very important)
Relevance: Flavor and variety can be significant factors for consumers seeking
unique experiences, often provided by niche brands.
18. How do you generally consume your coffee? (Multiple choice)
  At home
 At work/school
 In cafes/coffee shops
 On the go
Relevance: Consumption context may influence preference for certain types of
coffee or brands, highlighting lifestyle influences on consumption habits.
19. Which of the following statements best describes your approach to new
coffee products?
 I prefer sticking with brands I know and trust.
 I'm open to trying new brands, especially if they offer something
unique.
 I frequently switch between brands based on deals and promotions.
Relevance: Identifies brand loyalty vs. experimentation, indicating potential
openness to niche brands.
20. On a scale of 1 to 5, how important is the coffee's origin (e.g., country,
farm) to you?
 1 (Not important) to 5 (Very important)
Relevance: The origin is often a key selling point for niche brands focusing on
authenticity and quality.
21. Have social media influencers ever influenced your coffee purchase
decisions?
 Yes
 No
Relevance: Measures the impact of influencer marketing, which is a strategy
often employed by niche brands.
22. Do you consider the environmental impact of the coffee products you
purchase (e.g., packaging, production practices)?
 Always
 Sometimes
 Rarely
 Never
Relevance: Environmental considerations are increasingly important to
consumers, potentially favoring brands with sustainable practices.
23. How likely are you to pay a premium for coffee that is advertised as
being sustainably sourced or organic?
 Very unlikely
 Somewhat unlikely
 Neutral
 Somewhat likely
 Very likely
Relevance: Willingness to pay a premium for sustainability or organic
certification can indicate preference segments and value alignment.
 24. On a scale of 1 to 5, how important is a coffee brand's story or identity to
you?
 1 (Not important) to 5 (Very important)
Relevance: Brand story and identity can significantly influence consumer
preference, especially among niche brands that emphasize their unique
background and values.
25. Do you seek out coffee brands that actively engage with their customers
(e.g., through social media, events)?
 Yes
 No
 Sometimes
Relevance: Engagement can enhance brand loyalty and customer satisfaction,
aspects that may be more pronounced in niche brands.
26. On a scale of 1 to 5, how important is the having a good ambience to you
while consuming coffee?
 1 (Not important) to 5 (Very important)

These questions are designed to gather comprehensive data on consumer

demographics, coffee consumption habits, and value-based preferences. This
information will be instrumental in conducting cluster and factor analysis, allowing
for a deeper understanding of the consumer segments and factors influencing coffee
brand choices.