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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