The strategy of franchise business model success for Amazon coffee in
Questionnaire
Part 1 General information from respondents
Explanation: Please make a tick [v] sign in the appropriate box that matches the fact or your strong opinion.
1. Gender
Male Female
2. Age
Less than 21 years old 21-25 years old
26-30 years old 31-35 years old
36-40 years old 41-45 years old
46-50 years old
3. Marital status
Single Married
Divorced/ Widow/ Separate
4. Highest education
Secondary School High School
Diploma/High vocational certificate Bachelor Degree
Master Degree Doctor of Philosophy
5. Career
Student Private company officer
State Enterprise officer Government officer
Business owner others (Please indicate ………)
6. Incomes per month
Less than 10,000 Baht 10,000 – 15,000 Baht
15,001- 20,000 Baht 20,001- 25,000 Baht
25,001- 30,000 Baht Over 30,000 Baht
Part 2 Marketing mix questionnaire
Explanation: Please make v sign in the box that matches your opinion the most.
Marketing mix factor Agreement level
Completely agree Agree Acceptable Disagree Completely disagree
Price section
1. Appropriate price compared to the quality
2. Price tag shown clearly
3. Provide price tag for each size of coffee
4. Indicate the price of the extra component
5. Provide credit card service
Selling section
6. Convenient location
7. Beautiful atmosphere
8. Provide enough seats for customers
9. Appropriate Opening-time
10. Open everyday
Promotion
11. Advertising through media
12. Discount coupon
13. Collecting coupon for prize or discount
14. Provide compliments
15. Provide member card for discount
Staff
16. Sufficient staff
17. Staff have qualified skills to provide coffee drinks
18. Staff are active and adroit
19. Manners and interpersonal relations of staff
20. Provide equal quality service for all customers
Service process
21. Welcoming
22. Provide product information to customers
23. Provide prompt purchasing and payment process
24. Provide correct purchasing and payment process
25. Provide serving service at the table
Part 3 Phycology questionnaire
Explanation: Please make v sign in the box that matches your opinion the most.
Marketing mix factor Agreement level
Completely agree Agree Acceptable Disagree Completely disagree
Motivation
1. You choose the shop because you believe in their service
2. You choose the shop because you followed other people
3. You are proud to have chosen the product
4. You choose the product to show your taste
5. You choose the product because of its popularity
Perception
6. You have received information about the product perfectly well
7. You know all information about the product from the staff clearly
8. You know and admire the freshness of the product
9. You know and admire the taste of the product
10. You know and admire services of the coffee shop
Attitude
11. You considered and choose the product because of its quality and worthiness as compared to the price
12. You considered and choose the product because of its quality and taste
13. You considered and choose the product from price
14. You considered and choose product from personal needs and satisfaction
15. You ask for opinion from your family, colleges, company and other people before choosing product
Part 4 Consumer Behavior
Explanation: Please make v sign in the box that matches your opinion the most.
Marketing mix factor Agreement level
Completely agree Agree Acceptable Disagree Completely disagree
1. Famous coffee
shop which is known
widely
2. High-technology of
coffee making machine
3. Provides variety
Coffee brand (such
as Cappuccino,
Espresso, and Latte)
4. Different and
unique coffee than
others in the market
5. Provide high
quality of coffee bean
6. You love finding a
brand new coffee
shop
7. You love keeping
updates about new
product
8. You love drinking
coffee from outside
9. You love
new and different
atmosphere
10. You love the
convenience of coffee
shop
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