Starbucks Questionnaire

This is an academic study about Starbuck’s coffee. The results of this study will be used for academic research only, and your responses will be kept strictly confidential.

We are interested in your own personal feelings and opinions. There are no right or wrong answers.

On each page you will find several different kinds of statements about Starbuck’s coffee. All you have to do is put an X in the spaces that reflect your own personal feelings and opinions.

PLEASE NOTE:

1. Check only one answer per statement.

2. When you are finished, please check to be sure you have not omitted any answers

Which category best represents your attitude towards the purchase of coffee?

Always choose coffee on basis of price
Always choose coffee on basis of issues other than price

This is a required question

Which of the following coffee shops do you tend to go to for coffee?

Starbucks
McDonalds
Dunkin Donuts

This is a required question

How often do you purchase prepared coffee?

Monthly
Weekly
2-6 Days
Daily

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Which of the following media outlets do you use to get information on Starbucks? (Check all that apply)

TV
Radio
Internet Ads
Newspaper Ads

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How much more are you willing to pay for Premium Coffee?

$.50-$.99
$1-$1.99
$2-$2.99
$3-$5

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Where do you tend to shop to purchase Starbucks products?

Starbucks locations only
Grocery store
Starbucks locations and grocery stores
Retail chains with Starbucks mini-shop included

This is a required question

Please indicate whether you agree or disagree that the following benefits or problems are associated with the consumption of Starbucks coffee.

	Agree	Disagree
High quality flavor
Competitive pricing
Is convenient
Location
Contains high caffeine content
Pleasant atmosphere
Proper temperature
Appealing presentation
Employees are knowledgeable
Employees are friendly

Please enter one response per row

Not everybody drinks Starbucks coffee. Which of the following groups of people do you believe are most and least likely to drink Starbucks coffee?

	Most Likely	-	Neutral	-	Least Likely
Rich people
College students
Senior citizens
Blue-collar workers
Casual coffee drinkers
Kids
Creative people
Families with young children
Introverts
Socialites

Please enter one response per row

People sometimes drink or do not drink premium coffee for personal and emotional reasons. Please indicate whether you personally experience any of the following feelings with your decision to drink or not drink premium coffee.

	Yes	No
I feel relaxed when I drink premium coffee.
I feel guilty when I drink premium coffee.
I feel good about myself when I drink premium coffee.
I feel bored when I do not drink premium coffee.
I feel satisfied when I do not drink premium coffee.
I feel sophisticated when I drink premium coffee.
I feel uneasy when I do not drink premium coffee.
I feel socially responsible when I drink premium coffee.
I feel respected when I drink premium coffee.
I feel inferior when I do not drink premium coffee.

Please enter one response per row

Certain conditions motivate people to behave differently than their regular behavior or habit. Do you believe that the following conditions might cause you to change your behavior to purchase coffee from Starbucks?

	Yes	No
Loyalty program
Political motivations of the company
United States grown coffee beans
Free samples of new products
Receive a "green seal" certification (environmentally safe business practices)
Regular coffee is competitively priced with Dunkin Donuts and McDonalds
Annual Veterans Day where service members are given a free 16oz coffee
Drivce-thru at all locations
Quick checkout for regular coffee, separate from gourmet line
Freshly baked goods

Please enter one response per row

Some people drink Starbucks coffee because they are curious about it, or simply bored with whatever else they are drinking. Do you drink Starbucks coffee or have thoughts of drinking Starbucks coffee for any of the following reasons?

	Yes	No
To see what premium coffee is like
Bored with what non-premium coffee vendors offer
As a change of pace to break the monotony of my routine
To learn more about premium coffee
The discretionary funds are available to do so
To try coffee that is new and different
Because of the atmosphere and environment Starbucks provides
To support the environmental practices of Starbucks
Locations are easy and convenient to reach
My friends are regular customers

Please enter one response per row

Certain Lifestyle Values motivate people in their choices in purchasing Starbuck coffee; please rate the following questions.

	Strongly Agree	Agree	Indifferent	Disagree	Strongly Disagree
I enjoy the atmosphere of a coffee shop (read paper, surf the web)
I enjoy watching my coffee be made in front of me
I would attend coffee events like comedy night or book readings
I work in a fast paced environment that does not allow for enjoying the coffee drinking atmosphere
I enjoy a contemporary feel when I enter a coffee shop
I enjoy having healthy alternatives to my normal order visually
I like when a Starbucks employees can carry on in educated small talk
I believe Starbucks is overpriced on all its coffee products
I do not enjoy learning Starbucks terms like: Tall, Venti, Grande

Please enter one response per row

Gender

Male
Female

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Year in College

If not in college, enter year graduated into "Other".

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Major in School

Enter "N/A" if not a student.

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Occupation

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Disposable Income

$0-$1,999
$2,000-$4,999
$5000+

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This is a space provided for any additional comments. (Optional)

This is a required question