2- Brand Leadership

What role does brand leadership play in customer’s perception in the F&B industry: A Case Study of Starbucks in the Asia Pacific region.

Survey Questions

11 November 2022
 
PART I
Survey Questions for Starbucks Customers
 
Brand Leadership and Brand Loyalty
1. How often do you visit Starbucks?
2. What is your favourite Starbucks product?
3. Why do you like/dislike Starbucks?
4. What other coffee brands do you like/dislike and why?
5. Would you recommend Starbucks to others? Why or why not?
6. How much do you know about the company’s history, mission & value, etc.?
7. Do you think that these factors influence your loyalty towards the brand? If yes, how so?
8. Have there been any particular instances where you feel that the company has gone above and beyond in meeting your needs or expectations as a customer? Can you share an example or two of this with us?
9. On the flip side, have there been any times when you were disappointed with your experience as a customer of Starbucks (e.g., long lines, poor service)? Please describe what happened in each instance and how it made you feel.
10. Do changes in store designs, locations, product offerings, etc. affect your loyalty to the brand? If yes, how so?
Brand Leadership and Customer Perceptions
1. How do you feel about Starbucks’ brand leadership?
2. What are your thoughts on Starbucks’ marketing in the Asia Pacific region?
3. Do you believe that Starbucks’ brand leadership has an impact on your perceptions of the company? If so, how?
4. How would you describe your overall relationship with Starbucks?
5. What factors influence your perception of Starbucks?
Brand Influence and Influence of Customers Personal Experiences and what they have Heard
1. What is your favourite thing about Starbucks?
2. What do you think of when you hear the word ‘Starbucks’?
3. Does Starbucks influence your purchase decisions? If so, how?
4. Have you ever had a negative experience at Starbucks? If so, what happened?
5. Would you say that your purchase decisions are influenced more by personal experiences or what others have told you about the brand?
Influence of Customers Overall Impression and their Cultural Background and Beliefs
1. Do you think cultural differences play a role in how customers perceive Starbucks? If so, please elaborate.
2. How do you think your cultural background and beliefs influence your perception of Starbucks?
3. Do you think that Starbucks’ marketing efforts are a specific to the culture and tradition of the Asia Pacific region?
4. Have you ever had a negative experience with Starbucks that has influenced your overall impression of the brand?
5. Do you think that Starbucks represents American culture well in the Asia Pacific region?
6. Do you believe Starbucks approach to addressing cultural differences within the Asia Pacific region have influenced your perception towards the company?
 
PART II
Survey Questions For Non-Starbucks Customers
 
Brand Leadership and Brand Loyalty
1. How likely are you to become a regular Starbucks customer?
2. What do you think of Starbucks’ brand leadership?
3. Do you believe that Starbucks is committed to its customers in the Asia Pacific region?
4. What do you think of Starbucks’ marketing efforts in the Asia Pacific region?
5. How loyal are you to your current coffee brand?
6. Do you have a preferred coffee brand? If so, what is it?
7. Why do you prefer this particular brand?
8. In your opinion, what are the most important elements of a successful coffee brand?
9. Do you think that Starbucks is a successful coffee brand? Why or why not?
10. What do you think makes Starbucks different from other coffee brands?
11. Do you think that Starbucks’ success is due to its brand leadership? Why or why not?
12. In your opinion, what qualities make for a good brand leader of a coffee brand (or any type of brand)?

Brand Leadership and Customer Perceptions
1. What are your thoughts on Starbucks as a brand?
2. Have you ever purchased anything from Starbucks? If so, what was your experience like?
3. How do you think Starbucks’ branding and marketing efforts have influenced your perceptions of the company?
4. Do you think Starbucks is a responsible and sustainable company? Why or why not?
5. Would you consider purchasing from Starbucks in the future? Why or why not?
6. Do you think that brand leadership is important for creating customer perceptions?
7. How do you think Starbucks creates customer perceptions?
8. What do you think of when you hear the term “brand leader” in the context of the food and beverage industry?
9. Do you think that customer perceptions are influenced by brand leaders?
10. If so, how do you think this happens?

Brand Influence and Influence of Customers Personal Experiences and what they have Heard
1. How often, if ever, do you drink Starbucks coffee?
2. What are your thoughts on Starbucks coffee?
3. Do you think that personal experiences or what others have said about Starbucks coffee has influenced your opinion of the brand?
4. How much do you think personal experiences and word-of-mouth influence your purchasing decisions when it comes to coffee brands?
5. Would you be willing to try Starbucks coffee again in the future? Why or why not?
6. Do you think that your cultural background has had any impact on how you perceive Starbucks coffee?

Influence of Customers Overall Impression and their Cultural Background and Beliefs
1. Do you think cultural differences play a role in how customers perceive Starbucks? If so, please elaborate.
2. How do you think your cultural background and beliefs influence your perception of Starbucks?
3. Do you think that Starbucks’ marketing efforts are specific to the culture and tradition of the Asia Pacific region?
4. Have you ever had a negative experience with Starbucks that has influenced your overall impression of the brand?
5. Do you think that Starbucks represents American culture well in the Asia Pacific region?
6. Do you believe Starbucks approach to addressing cultural differences within the Asia Pacific region have influenced your perception towards the company?