Questionnaire designed to collect customers insights and perceptions toward buying organic tea products in Thailand

1. Purpose Questionnaires design
Screeing
question
1-A. Have you been working or/and living in Bangkok, Thailand within the last 2 years (2014 or/and
2015)?
 Yes
 No
 Other
1-B. Have you ever purchased organic tea product?
 Never (but I might buy in the future)
 Only 1 time
 2-3 times
 More than 3 times (On a regular basis)
 Other:
To test the
consumer’s
familiarity with
“organic tea”
2. How do you evaluate your knowledge of "organic tea"?
 Never heard of it
 Have heard of it but I'm not sure what it is like.
 I know just a little about it
 I know a lot about it
3. Are you aware of these following facts of organic tea? Please choose Yes or No for each
statement.
 Organic tea is grown WITHOUT the use of CHEMICALS.
 Organic tea is processed WITHOUT artificial ADDITIVES.
 Organic tea is produced by methods PROTECTING the ENVIRONMENT.
 In order to be labeled as "organic", all tea products must be verified by a
third-party system of control and certification.
 "Organic" label means at least 95% of product ingredients are certified
organic.
 "100% Organic" label means 100% of product ingredients are certified
organic.
YES NO
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2. Explore the
prospect’s outer
layer:
consumers’
utilitarian needs
and hedonic
needs
4-A. How important are the following features to you
when you consider buying organic tea products
instead of conventional (normal) products?
Not
important
at all
Slightly
important
Important Very
important
 Organic tea contains LOWER CHEMICAL
residues than conventional (normal) tea.
 Organic tea contains NO food PRESERVATIVE &
ADDITIVE (artificial colorants & scents)
 Organic tea is grown and produced by methods
PROTECTING the ENVIRONMENT.
 Organic tea is grown and produced by LOCAL
farmers and businesses.
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4-B. How important are the following features to you
when you consider buying one particular organic tea
brand instead of another organic tea brand?
Not
important
at all
Slightly
important
Important Very
important
 Higher-grade quality of tea leaves & ingredients
(e.g. full-leaf tea compared to broken leaf tea)
 Cheaper price
 Wider range of choices of tastes, flavors, blend
style, etc.
 Higher percentage of organic ingredients (e.g.
100% organic ingredients compared to 95%
organic ingredients)
 Better packaging
 More readily available
 Evidence of caring for sustainability and protecting
environment
 Evidence of caring for the welfare farmers and
workers
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3. Explore the
prospect’s inner
layer: customer’s
relevant core
values and belief
5. What benefits do you want to achieve when you buy organic tea products? (You can choose many
options)
 To avoid taking harmful chemicals into my body to AVOID DISEASES.
 To gain nutrients/vitamins to PROTECT & IMPROVE my own HEALTH and well-being
 To protect & improve the health of my FAMILY, FRIENDS and the ones I care about.
 To enjoy completely NATURAL and GENUINE TASTE of tea
 To support the sustainable farming movement, PROTECTING the ENVIRONMENT
 To SUPPORT and promote the LOCAL ECONOMY and FAIR-TRADE
 None
6. Which statements best describe (or reflect) yourself? (You can choose many options)
 An environmentalist - I am deeply concerned about ENVIRONMENT PROTECTION. I am aware
of the positive environmental impact of organic agricultural practices. PRICE is NOT IMPORTANT to
me.
 A humanist (and welfare enthusiast) - I am concerned about "factory farming" methods, which
have negative impact on workers. I am aware that organic products support the farm-worker
welfare. PRICE is NOT IMPORTANT to me.
 A food phobic - I am deeply concerned about CHEMICAL RESIDUES in FOOD. Organic tea has
lower chemical residues than conventional tea. PRICE is NOT IMPORTANT to me.
 A healthy eater - I am deeply concerned about NUTRITIONAL values. For various (medical or
other) reasons, I carefully FOLLOW a particular DIET set. PRICE is NOT IMPORTANT to me.
 A hedonist - I am deeply concerned about AUTHENTICITY, QUALITY and flavor. I believe a price
premium on a product signal a better quality.
 A cool & stylish person - Buying organic tea products is a smart and cool alternative option to
express my concern for health, fitness, quality, favor, pleasure, environment protection, etc. PRICE is
NOT IMPORTANT to me.
 An aspirational improver - I always want to do the best for my family and myself, but the "least
damage" to the environment and society. Organic tea, with its health and pro-environment values, is
a good choice for my family, me and the world. However, PRICE is IMPORTANT to me. I will only
buy organic tea when I can afford it.
 None

4. Explore the
“brand recall” of
the consumer
without
prompting
7. When you think of organic tea, what brands come to your mind?
Please type the brand names in the order of what comes to your mind first, second, and third.
1
2
3
Measure the
brand familiarity
of the consumer
8. Please rate how FAMILIAR you are with each brand
on a scale from 1 (never heard of) to 5 (extremely
familiar).
The more you know about a brand, the higher you would
rate it. The less you know about a brand, the lower you
would rate it. If you have never heard of the brand
before, select 1 (never heard of).
1 -
Neve
r
hear
d of
2 -
Heard
of but
not
famili
ar
3 -
Slightl
y
famili
ar
4 -
Quite
famili
ar
5 -
Extremel
y
familiar
Chaidim Premium Organic Tea
Choui Fong Organic Tea
Thai Tea Suwirun Organic
Wang Put Tan Organic Tea
Kanchana Organic Mulberry Tea
Daokrajai Organic Tea
Raming Organic Tea
Tea & Fruits Organic Tea
Dilma Organic Tea
Twinings Organic Tea
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Filter question
9. Have you ever heard of Chaidim Premium Organic Teas?
 Never heard of it
 Heard of it but never bought its tea products.
 Heard of it and I even bought its products
 Other:
Note: If the answer is “Never heard of it” or “Heard of it but never bought its tea products”, the survey
ends at Q.10

5. If the answer is “Heard of it and I even bought its products”, the survey continues to the end.
Explore
emotional, visual
and verbal brand
associations that
consumer may
have with
Chaidim brand
10. What are you feelings when you drink Chaidim Premium Organic Tea?
 I feel SATISFIED and FULFILLED because the tea is TASTY and DELICIOUS
 I feel SECURE because the tea I am drinking is SAFE from chemical residues.
 I feel HEALTHY and GOOD about my body because this tea contains HEALTHY NUTRIENTS.
 I feel good about myself because I support the sustainable farming movement (good for
environment, workers & farmer). I am a SOCIALLY and ENVIRONMENTALLY RESPONSIBLE
person.
 I feel good about myself because I support "Made in Thailand" products.
 I feel connected to the pure nature
 I feel nothing
 Other:
11. When you think of Chaidim Premium Organic Tea, what images come to your mind?
12. What are some words that you would associate with Chaidim Premium Organic Teas?
Explore how
Chaidim’s
personality is
perceived by
consumer
13. Imagine Chaidim brand as a person, what adjectives you would use to describe the personality of
Chaidim?
 Down-to-earth/Conventional
 Honest (sincere, thoughtful, caring)
 Wholesome (healthful, pure)
 Cheerful (friendly, sentimental, cheerful)
 Daring (exciting, trendy, daring)
 Spirited (cool, young, spirited)
 Imaginative (unique, fun, surprising, imaginative)
 Reliable (reliable, hardworking, secure)
 Successful (successful, leader, confident)
 Upper class (upper class, glamorous, good looking)

6.  Charming (charming, feminine, smooth)
Explore the
brand affinition
the consumers
might have with
Chaidim
14. Please select yes or no for each statement, depending on your feelings towards Chaidim
Premium Organic Tea brand.
Yes No
I have a strong relationship with (or affinity for) Chaidim brand  
I love this brand and would miss it if it went away  
I would recommend this brand to a friend  