Dear respondents,

I am a final year undergraduate student in the subject of Consumer Behavior at Segi College Kuala Lumpur in collaboration with Upper Iowa University, USA. I am undertaking research into Consumer Expectation of Coffee Shop/ Café. I would be most grateful if you could spare 5 minutes of your time to complete the following questionnaire. The survey is part of my studies and the information you provide will be used only for research purposes. Your responses will be treated with the strictest confidence.

1. What is your gender?

MaleFemale

2. Which categories below include your age?

18-2021-2930-3940-49

50 and above

3. What is your marital status?

SingleMarried

4. What is your occupation?

EmployedUnemployed

Student

5. Do you drink coffee?

YesNo

6. What is your favorite type of Coffee Shop/Café? (You can choose more than one

choices)

StarbucksCoffee Bean

Old Town White CoffeeSan Francisco Coffee

Pappa RichGloria Jean’sDÔME Café

Dr CafeOthers

7. How often do you visit this Coffee Shop/Café?

Seldom1-3 times per week4-6 times per weekOnce in a month

8. How much time do you usually spend at a Coffee Shop/Café?

Less than ½ hour½ - 1 hour1-2 hours

Over than 2 hours

9. How many people do you usually go with?

AloneWith one person

2-4 peopleMore than 4 people

10. What is the single most important factor for you to choose a Coffee Shop/Café? (Tick one as appropriate)

Taste of Coffee/FoodPeople/Service

Value for moneyAmbience/Experience

11. For what reason do you choose to have coffee in a store? (You can choose more than one choices)

口 Business 口 Dating 口 Just for coffee 口 Meet friends 口 Relax 口 To study for exams 口 To have some snacks, cake, salad, and etc. (not coffee) 口 Other ____________

12. What type of coffee do you purchase in a Coffee Shop/Café? (You can choose more than one choices) 口 Black Coffee

口 Latte 口 Espresso 口 Cappuccino 口 Mocha 口 Other____________

13. What kind of loyalty program suits you best in that Coffee Shop/Café? 口 Loyalty card 口 Promotion 口 Discount 口 Other___________

14. When you want to buy a cup of coffee, do you go to the same place and buy it, and even you pass other Coffee Shops/Café?

口 Yes 口 No

15. What factor could make you to become a loyal customer to that specific Coffee Shop/Café? (You can choose more than one choices)

口 Broad coffee supply 口 Free wireless network 口 Short distance

口 Coffee taste 口 Comfortable environment 口 Good service

口 Good supply of food/snacks 口 Price 口 Other __________