General Customer Experience Perspective Survey for The Alley Lujiaoxiang Dear respondents, Thank you for agreeing to participate in this survey. I am a Master student from University of Technology Sydney. The data gained from this survey will be only as part of business project assignment. We promise that all the responses collected by this survey will be satirically confidential. The purpose of this survey is to understand deeper Australian college students’ shopping experience and their attitudes toward bubble tea brands and their products. Based on those information, The Alley can provide better shopping experience and more various products in Australia in the future. We appreciate your time to finish the survey and wish the best for you. 1. Have you tried any Bubble tea beverage? A． Yes B． No 2. How often do you drink bubble tea? A. Occasionally B. Once a day C. Once every 2 weeks D. Once every week E. More than once a day F. Never 3. Do you know The Alley Lujiaoxiang? A. Yes B. No 4. Which of the following Bubble Tea Brand have you consumed in Australia (can select more than one choice)?  A. Chatime B. Coco C. No fail D. The Alley E. ShareTea F. Gongcha 5. Which factors could influence your decision when you choose bubble tea brand? A. Social Media opinion B. Recommendations from friends C. Brand reputation D. Package 6. What is your perception of the following bubble tea brands in regards of Quality? Rate every brand in all the attributes from 1 to 5. (1 = least preferred and 5 = most preferred) Least Preferred Chatime Coco No fail TheAlley ShareTea Gongcha 1 2 3 4 5 Most Preferred 7. What is your perception of the following bubble tea brands in regards of Price? Rate every brand in all the attributes from 1 to 5. (1 = least preferred and 5 = most preferred) Least Preferred Chatime Coco No fail TheAlley ShareTea Gongcha 1 2 3 4 5 Most Preferred 8. What is your perception of the following bubble tea brands in regards of Variety of Choice? Rate every brand from 1 to 5. (1 = least preferred and 5 = most preferred) Least Preferred Chatime Coco No fail TheAlley ShareTea Gongcha 1 2 3 4 5 Most Preferred 9. What is your perception of the following bubble tea brands in regards of Availability? Rate every brand from 1 to 5. (1 = least preferred and 5 = most preferred) Least Preferred Chatime Coco No fail TheAlley ShareTea Gongcha 1 2 3 4 5 Most Preferred 10. How do you rate following statements about The Alley? Strongly Disagree 1 2 3 4 5 Strongly agree I have enough variety to choose from The Alley. The Alley can satisfy my needs when I want to adjust topping or any ingredients (e.g. Sugar, ice, filling base). I can order The Alley’s product conveniently no matter where am I. The product of The Alley is value for money. I choose The Alley because it can provide unique products that other brands cannot. I don't need to wait a long time to pick up my order. The customer service ...

1. General Customer Experience Perspective Survey for The Alley
Lujiaoxiang
Dear respondents,
Thank you for agreeing to participate in this survey. I am a
Master student from University of Technology Sydney. The data
gained from this survey will be only as part of business project
assignment. We promise that all the responses collected by this
survey will be satirically confidential.
The purpose of this survey is to understand deeper Australian
college students’ shopping experience and their attitudes toward
bubble tea brands and their products. Based on those
information, The Alley can provide better shopping experience
and more various products in Australia in the future.
We appreciate your time to finish the survey and wish the best
for you.
1. Have you tried any Bubble tea beverage?
A． Yes
B． No
2. How often do you drink bubble tea?
A. Occasionally
B. Once a day
C. Once every 2 weeks
D. Once every week
E. More than once a day
F. Never
3. Do you know The Alley Lujiaoxiang?
A. Yes

2. B. No
4. Which of the following Bubble Tea Brand have you
consumed in Australia (can select more than one choice)?
A. Chatime
B. Coco
C. No fail
D. The Alley
E. ShareTea
F. Gongcha
5. Which factors could influence your decision when you choose
bubble tea brand?
A. Social Media opinion
B. Recommendations from friends
C. Brand reputation
D. Package
6. What is your perception of the following bubble tea brands in
regards of Quality? Rate every brand in all the attributes from 1
to 5. (1 = least preferred and 5 = most preferred)
Least Preferred
Chatime
Coco
No fail
TheAlley
ShareTea
Gongcha
1
2
3
4

3. 5
Most Preferred
7. What is your perception of the following bubble tea brands in
regards of Price? Rate every brand in all the attributes from 1 to
5. (1 = least preferred and 5 = most preferred)
Least Preferred
Chatime
Coco
No fail
TheAlley
ShareTea
Gongcha
1
2
3
4
5
Most Preferred
8. What is your perception of the following bubble tea brands in
regards of Variety of Choice? Rate every brand from 1 to 5. (1
= least preferred and 5 = most preferred)
Least Preferred
Chatime
Coco
No fail
TheAlley
ShareTea
Gongcha
1
2
3
4

4. 5
Most Preferred
9. What is your perception of the following bubble tea brands in
regards of Availability? Rate every brand from 1 to 5. (1 = least
preferred and 5 = most preferred)
Least Preferred
Chatime
Coco
No fail
TheAlley
ShareTea
Gongcha
1
2
3
4
5
Most Preferred
10. How do you rate following statements about The Alley?
Strongly Disagree
1
2
3
4
5
Strongly agree
I have enough variety to choose from The Alley.

5. The Alley can satisfy my needs when I want to adjust topping or
any ingredients (e.g. Sugar, ice, filling base).
I can order The Alley’s product conveniently no matter where
am I.
The product of The Alley is value for money.
I choose The Alley because it can provide unique products that
other brands cannot.

6. I don't need to wait a long time to pick up my order.
The customer service of The Alley is good which can make me
fell enjoy when I waiting my order.
11. Do you prefer to modify the ice or sugar levels when you
order the beverages?
A. Yes
B. No
12. I prefer to drink yogurt beverage when I visit bubble tea
shop.
Strongly Disagree
1
2
3
4
5
Strongly Agree

7. 13. I prefer to drink fresh fruit tea when I visit a bubble tea
shop.
Strongly Disagree
1
2
3
4
5
Strongly Agree
14. Which category best describes your age?
A. ＜18
B. 18-22
C. 23-25
D. >25
15. Please indicate your Gender:
A. Male
B. Female
16. Which best describes your employment situation?
A. Working part time
B. Working full time
C. Full time student
D. Part time student
E. Retired
Running head: BUSINESS PROJECT PROPOSAL
1
BUSINESS PROJECT PROPOSAL 2

8. Business Project Proposal
Name:
Institution:
Course:
Date:
Business Project Proposal
Introduction
Kentucky Fried Chicken and its agencies are facing a problem
in that its products are not healthy. There is also a gradual
change in the attitude of individuals toward fast foods, and they
want the products to be healthy. Despite the above situation,
there is an opportunity for KFC to improve the situation. The
means of improving is by launching healthy food options that
will improve the satisfaction of the customers. Therefore, the
following discussion is a proposal for the business project that
will aid the firm in launching the health food options, which
will improve the satisfaction of the customers.
A brief market background
As per the prevailing information, Colonel Harland Sanders

9. started KFC. He was a business person and began selling fried
chicken in his restaurant based at Corbin, Kentucky. The market
started expanding overseas, and during 1987, it became the
primary Western restaurant series to open its operations in
China. Regarding the target market for KFC, it utilizes the
demographic segmentation to serve its customers according to
their needs and wants. The firm also used to serve a similar
menu globally, meaning that it was using the undifferentiated
market targeting strategy (Dixon, 2012). The problem that KFC
is facing currently is that its products are considered not to be
healthy. The attitude of the people toward fast foods is also
changing gradually, and they want the products to be healthy.
As a result, the firm has to launch options for healthy foods
which will aid in improving the satisfaction of its customers.
The proposed question that the project aims to address is, what
are the available healthy food options that can be launched by
KFC to improve the satisfaction of its customers? The project
aims to identify, research, and make information available
regarding the available food options for KFC, which will aid in
improving the satisfaction of its customers. The specific
research objectives to be addressed are providing information
regarding the available health food options that the firm may
launch. The other objective is to aid the firm in improving the
satisfaction of the customers by meeting their needs. There is
also an objective of enabling the firm to gain the loyalty of its
customers by ensuring that they are highly satisfied.
The marketing theories to be referred to and be used
Basic marketing theory indicates that for sales maximization,
the organization needs to position its services and products in
the market in a way that the customers will believe that they
require a particular product or service needed have some
benefits. Consistency theory is among those that will be
referred to and used. The theory stipulates that whenever our
inner systems that comprise of attitudes, beliefs, and values

10. support each other, the customers are likely to be the comfort
and contented, (Stern, 2009). Therefore, the project will be
seeking to align the above aspects so that the customers will be
satisfied. The other theory is the extended self. As per this
theory, the possessions reflect the identity of the one that is
possessing them. Therefore, the undertaking will seek to
understand the manner that the above aspect will shape the
needs and identity of the consumers. The theory of planned
behaviour(s) is also essential. It postulates that intentions
toward consumption might be predicted with a lot of accuracies.
Source, collecting and analyzing the data
The most notable source of information will be the target
market of KFC. Some customers have been consuming the
products of this firm before the occurrence of the problem.
Therefore, these individuals will be essential sources of
information, and the project will mainly focus on them. The
proposed method for data collection will be surveys and
descriptive research (Blair, 2013). The descriptive research will
entail gathering primary data by conducting direct
communication with the respondents. It will also entail focusing
on a given group of consumers. The appropriate data analysis
method will be a narrative analysis. It is appropriate in
analyzing content from descriptive researches or even surveys.
The source of information, method of collecting and analyzing
data will aid the firm to achieve the overall benefit of
improving the satisfaction of its customers, which will increase
consumption and high returns.
Conclusion
The notable aspect concerning the project is its cost-
effectiveness. It does not intend to consume a lot of time and
resources. There is also an increased likelihood that it will
address the issue that is being experienced by KFC. By
addressing the matter, the firm will be at a point of embarking
to its earlier performance where it has been gaining a lot of

11. customer loyalty through increased levels of satisfaction.
Therefore, the approval of this proposal will not only be
beneficial at the individual level but also for the firm and its
consumers.
References
Blair, J., Czaja, R., & Blair, E. (2013). Designing surveys: A
guide to decisions and procedures. Los Angeles, Calf: SAGE
Publ.
Jane Dixon. (2002). The changing chicken: chooks, cooks, and
culinary culture. Sydney: UNSW Press.
Stern, B., Maclaran, P., Tadajewski, M., &Saren, M.
(2009). The SAGE Handbook of Marketing Theory. London:
SAGE Publications, Limited.