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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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