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

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11. Source of Information

Media

Walking by chain stores

Friends/ Family

Others (please specify): ________________________________________

12. Most Frequent Consumption Location

Starbucks

The Coffee Bean & Tea Leaf

Others (please specify): ________________________________________

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

1

2