ersonal Information

1* What is your gender?

MaleFemale

2* Which age group do you

belong to?
Below 1515 - 2425 - 3435 -
4445 - 5455 or above

3* What is your educational

level?
PrimaryForm 1 - 5Form 6 -
7Matriculated/DiplomaAssoci
ate degree/High
diplomaDegree or above

Personal Style

4* Which brand will you prefer

if you buy soft-drinks?
Coca ColaPepsiOtherplease
specify:

5* How do you feel the Coca

Cola soft drinks (Diet Coke,
Coke Zero, etc¡K) compared
with those of Pepsi Co. soft
drinks? (You may select
more than 1 choice)
1) Coke products have
better quality2) Coke
products are better priced3)
Pepsi products have better
quality4) Pepsi products are
better priced

6* How often do you purchases

Coca Cola soft drinks?
1) less than 1 time per
week2) 1-2 times per
week3) 3-4 times per
 week4) 5 times or more per
week

7* Which type of soft drink

have you bought the most
often?
Coca-Cola ClassicCoca-Cola
ZeroDiet CokeCoca-Cola
LemonOtherplease specify:

8* How long have you been

buying its soft drinks?
Less than 6 months6 months
to a yearMore than a year
but less than 5 yearsMore
than 5 years

9* When you buy a bottled

drink at a store, what drink
do you normally choose?
Soft drinkJuiceTeaSport
drinksCoffeeWaterAlcoholOth
erplease specify:

10* What is(are) your reason(s)

of purchasing Coca-Cola?
(You can choose more than
ONE option)
Reasonable priceTasteBrand
namePackagePersonal
needsFriend's
recommendationAdvertisem
entsQualityNo remarkable
reason

11* Which of the following media

will attract your attention to
Coca-Cola?
(Can choose more than ONE
option)
TelevisionRadio
BroadcastNewspaperMagazin
 eInternetRoad showSponsor
activities

12* In what aspects you think

coca cola is more impressive
than others?(Can choose
more than ONE option)
Historical
backgroundProducts
innovationMarketing/
advertisingAccessibility of
the
productsPriceQualityWord of
mouth

Perception of Brand Image

Please evaluate your perception on brand of Coca-Cola
according to following scale. (1-Strongly disagree, 2-
Disagree, 3-Neutral, 4-Agree, 5-Strongly agree)1234513I
have a clear understanding on this brand.14Symbol of the
brand can build recognition to me.15Coca Cola comes to my
mind at first when mentions soft drink industry.16I like Coca
Cola very much.17I am satisfied with Coca Cola quality.18The
product quality of this brand is good.19I recognize this brand
when I have a need of drinks.20The brand image is
outstanding and gives me a good impression.21The values of
this brand give me confidence to its products.22Product
attributes can fulfill my functional and emotional needs.23I
can specifically point out Coca Cola's advantages.24Use of
this brand can express my personality.25This brand provides
a variety of products.26This is the leading brand in the
market.27I will purchase when Coca Cola launch new
product.28Coca Cola is different from other soft
drinks.29Coca Cola is my first choice.30I satisfy this brand
but will try other brand next time.31I am pleased to
repurchase this brand.32I will buy Coca Cola even no
advertisement.33I will insist on buying Coca Cola even other
new cokes are launched.
Brand image of Coca Cola(1 - don't know what the values
of Coca Cola are; 7 - perfectly understand the values)

34 How well do you understand

 the organizational values of
Coca Cola?
1234567
Brand image of Coca Cola (1 - not important at all; 7 - very
important)

35 How important for you is the

opinion that the outside
world (customers, media,
public) has about Coca Cola
as a company?
1234567