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Dear respondents: this questionnaire is to the study Chinese consumers’ attitude toward private label brand of supermarket and their consumption custom. It is an anonymous survey, the answers will be just for the research and all information will be kept confidential. Please answer all the questions with a tick conscientiously. Thanks for your help!
(您好,这次的调查是为了研究中国消费者对自有品牌的态度,以及消费者的消费习惯。调查将以不记名的方式进行,结果仅用于学术研究,我们将对您的个人信息和回答保密,请认真回答问题,在框里打对勾,非常感谢!)



Questionnaire explanation(问卷说明):

Private label brand(自有品牌): To gain more profits, some retail traders develop their own brand products which are products by most famous labour factory. Its price will be lower than other similar products. For instance: Carrefour has fresh food with Carrefour brand, FIRSTLINE home appliances;  Watson has cosmetic products with its private label brand “Watson”; Wal-Mart has its own brand “SimplyBasic” which has socks, clothing, shoes, baby products and hand bag.
(一些零售商为了得到更大的利润,自己开发品牌,有知名的专业的工厂代工,生产自有品牌的商品。这些商品价格比同类的产品要便宜很多。比如:家乐福拥有自有品牌家乐福牌生鲜产品,福斯莱家电;屈臣氏拥有自有品牌屈臣氏牌的化妆用品;沃尔玛拥有自有品牌SimplyBasic纺织,其中包括衣帽鞋袜,还有婴儿用品)。

Part 1: Personal Information (个人信息)

1.Gender (性别)*


2.Education level (正在念的课程)*


3.Money at dispose every month (每月可支配花销RMB)*


Part 2: Questions for consumer consumption customs (关于消费习惯的问题)

4.Which supermarket do you go shopping most frequently? 您平时最常在哪家超市购物?*


5.What are the categories of product do you usually buy private label brand in supermarket? Please tick relevant answer. *

(请回答您在超市购买以下种类的超市自有品牌的频率)

Almost every time (几乎每次)Very often (很经常)Some times (有时候)Seldom (很少)Never (从不)
fresh food (生鲜食品类)
packed food (包装食品类)
clothing (衣物类)
daily used articles(日用品类)
drugs(药类)
cosmetics (化妆品类)
electric appliances(家电类)
others(其它类)

6.Measure quality variation of private label brands compared to national brands*

(测量自有品牌产品相对于国有品牌产品的品质差异)

strongly disagree (强烈不同意)disagree (不同意)no idea (不知道)agree(同意)strongly agree (强烈同意)
I think private label brand products have better quality.(您认为自有品牌产品质量更好)
I think private label brand products have better function.(您认为自有品牌产品产品功能更齐全)
I think private label brand products are more reliable. (您认为自有品牌产品更值得信赖)
I think private label brand products have better performance. (您认为自有品牌产品效果更好)

7.Measure value for money (测量金钱的价值)*

strongly disagree (强烈不同意)disagree (不同意)no idea (不知道)agree(同意)strongly agree (强烈同意)
I think purchase of private label brands offers me good value for money. (您认为购买自有品牌产品物有所值)
I think purchase of private label brands is a waste of money. (我觉得购买自有品牌产品浪费金钱)

8.What factors influence you purchase decision toward private label brand? Please answer the following questions.*

(请问什么因素会影响您购买自有品牌产品的决定?请回答下列问题)

Most possible (很有可能)Somewhat possible (有可能)Neutral (既有可能也有不可能)Somewhat impossible (不大可能)Most impossible (不可能)
Brand image (品牌形象)
Retailers' reputation(零售商声誉)
Package design(包装设计)
Store environment(购物环境)
High quality (质量高)
Point of Purchase Poster recommendation (店内广告)
In-store Consultant’s recommendation (店内销售员推荐)
Promotion tag/ gift (促销或买赠活动)
Family or Friend's recommendation(亲友推荐)
Low price (价格低廉)
Good value to money(性价比高)
Product categories (产品种类)
Prior experience of using private label products (过往使用经验)
Word-of-mouth (市场口碑)
Stockout of other brands(其它品牌缺货)
   
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