Ooi Zi Shan_IMC Plan (YSP 524 Capstone Project)

▪ In-Apps Ordering Flow Sample























































Reference 11



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▪ Survey Questionnaire


Influencing Factors on Consumers' Patronization to Specialty Cafe and Coffee Spending



Part A - Acknowledgement & Consent


I am a postgraduate student in Integrated Marketing Communication Master Program from
Universiti Sains Malaysia (USM). In this survey, I would like to study consumers’ spending
behaviour in coffee, the factors that influencing consumers’ patronization to a café as well as
the online coffee ordering behaviour during the COVID-19 pandemic. This survey has 4 main
sections which will take around 5-10 minutes to answer all the questions. Your contribution is
significance to facilitate the local specialty cafes & SME businesses in enhancing their business
strategies during this difficult time. Thank you!


Should you have any question or require any additional information, kindly reach out below:



Ooi Zi Shan

School of Communication, Universiti Sains Malaysia

Master of Communication (Integrated Marketing Communication)

[email protected]



Supervised by,

Associate Professor, Dr. Shuhaida Md Noor

School of Communication, Universiti Sains Malaysia

[email protected]



My participation in the study is voluntary and I am completely free to refuse to participate
or to withdraw from this study at any time.

() I understand


Part B - Demographic


1. Please select the gender that identifies you as the closest.

() Male

() Female




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() Prefer Not to Say

2. Please select your age range.

() 15-19
() 20-24

() 25-29

() 30-34
() 35-39

() 40+

3. Please select one from the following that describe you as the closest.

() Full-time employed

() Part-time employed
() Unemployed

() Retired

() Freelancer
() Caregiver (e.g., children, elderly)

() Homemaker

() Student

() Other: ________

4. Please select the income range that describes you as the closest.
() Below RM 1,000

() RM 1,001 - RM 2,500

() RM 2,501 - RM 4,000
() RM 4,001 - RM 5,500

() RM 5,501 - RM 7,000

() RM 7,001 and above

5. Which of the following describes the best of your coffee intake?

() Daily
() 3-4 times a week

() Once a week

() Occasionally





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6. How do you drink your coffee?

() Black, unsweetened

() With sugar
() With sugar substitutes(sweetener)

() With fresh milk

() With plant-based milk (soy milk, oat milk, almond milk etc)
() With cream

() Other: ____

7. Which of the following describes the best of your patronization to a coffee store?

() Daily

() 3-4 times a week
() Once a week

() Occasionally

8. Please select the range that closest defines your spending as per one time visit or
dining in a coffee store.

() Below RM 20

() RM 20 - RM 40

() RM 41 - RM 60

() RM 61 - RM 80
() RM 81 - RM 100

() Above RM 101 but below RM 200

() Above RM 200
9. Which of the following types of coffee stores do you prefer?

() Specialty Cafe (Usually a micro cafe business that run in a community that serve

specialty coffee)

() Chained Coffee Store (Usually a labelled coffee store that operates within retail

establishment, and its name is established internationally with a
certain degree of market share)

10. In your opinion, what is specialty coffee means to you?

________________





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11. Are you comfortable to do dine-in in a coffee store in the post-pandemic?

() Yes

() No


Part C - Patronization to your preferred cafe


12. Kindly rank the following factors from most important (1) to least important (8)
when you decide to patronize a coffee store.

() Menu Options and Quality

() Café Interior and Cleanliness

() Customer Service and Overall Ordering Experience

() Reviews and Media Coverage

() Instagrammable

13. Menu Options and Quality

(a) I visit my preferred coffee store because it serves coffee with good quality.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(b) I visit my preferred coffee store because it serves tasty food with consistent
quality.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree


(c) I visit my preferred coffee store because it serves coffee at an affordable price.
() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(d) I visit my preferred coffee store because it serves a value combination of food
and coffee.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(e) I visit my preferred coffee store because it has the menu options which are
different from other coffee stores.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

14. Café Interior and Cleanliness

(a) I visit my preferred coffee store because it provides a comfortable seating
environment.


() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree




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(b) I visit my preferred coffee store because it has a pleasing architecture design.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(c) I visit my preferred coffee store because the space within the coffee store is neat
and clean.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(d) I visit my preferred coffee store because the seats are sanitized after every
customer leaves.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

15. Customers Services & Ordering Experience

(a) I visit my preferred coffee store because the barista is knowledgeable which
helps to provide recommendations to me.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(b) I visit my preferred coffee store because the service crew attends to my requests
politely.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(c) I visit my preferred coffee store because my coffee and food are served within
acceptable waiting time.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(d) I visit my preferred coffee store because overall ordering experience is pleasant.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

16. Reviews and Media Coverage

(a) I visit my preferred coffee store because I receive recommendations from my
friends and families.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(b) I visit my preferred coffee store because I am convinced by the customers’
reviews on Google.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(c) I visit my preferred coffee store because it receives coverage in the media and
advertorials.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree






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17. Instagram-worthiness

(a) I visit my preferred coffee store because the interior and architecture are worth
paying for a visit.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(b) I visit my preferred coffee store because the coffee and beverages are
presentable on my Instagram feed.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(c) I visit my preferred coffee store because the food and dessert are appealing to
appear on my Instagram feed.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree


Part D – Online Delivery from A Cafe


18. Do you order in coffee beverages via online during pandemic?

() Yes
() No

19. Please select the range that closest defines your spending as per one-time ordering
coffee via online.

() Below RM 20

() RM 20 - RM 40

() RM 41 - RM 60

() RM 61 - RM 80

() RM 81 - RM 100

() Above RM 101 but below RM 200

() Above RM 200

20. Where do you prefer to order online from your preferred coffee stores?

() The Coffee Store’s own online order microsite

() The Coffee Store’s own mobile application

() External party/platform (eg: Foodpanda, Grab Food, AirAsia Food etc)


21. Kindly rank the following factors from most important (1) to least important (8)
when you decide to order from a coffee store via online.




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() Menu Options and Quality

() Overall Ordering and Delivery Experience

() Convenience of online delivery service

() Brand Familiarity

() e-WOM/Online Reviews

22. Menu options and Quality

(a) I visit my preferred coffee store because it serves coffee with good quality.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(b) I visit my preferred coffee store because it serves tasty food with consistent
quality.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(c) I visit my preferred coffee store because it serves coffee at an affordable price.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(d) I visit my preferred coffee store because it serves a value combination of food
and coffee.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(e) I visit my preferred coffee store because it has the menu options which are
different from other coffee stores.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

23. Overall Ordering and Delivery Experience
(a) I choose to order from a coffee store online because the delivery platform is easy
to navigate.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(b) I choose to order from a coffee store because the whole ordering process is
smooth.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(c) I choose to order from a coffee store because it has secured payment gateway.
() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(d) I choose to order from a coffee store online because my food arrives with
secured packaging.
() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree





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(e) I choose to order from a coffee store because the delivery speed is within the
expectation.
() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

24. Convenience of online delivery services
(a) I choose to order from a coffee store online because I can enjoy my coffee
without stepping out from home.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(b) I choose to order from a coffee store online because I can enjoy my coffee
without distracting myself from work.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(c) I choose to order from a coffee store online because I can enjoy the same
experiences as dining into a café at home.
() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(d) I order from a café online because I can get in touch with the customer service
easily.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

25. Brand Familiarity
(a) I choose to order from a coffee store online because it is well-known in the
community.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(b) I choose to order from a coffee store online because I personally know the coffee
store.
() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(c) I choose to order from a coffee store because I am satisfied with their past
delivery services.

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree
26. e-WOM/Online Reviews


(a) I choose to order from a coffee store online because of the positive Facebook and
Google reviews.
() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(b) I choose to order from a coffee store online because it is covered by online food
articles or blogs.
() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(c) I choose to order from a coffee store because it has high ratings




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() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree


Part E – Expectations



27. What do you expect from your preferred coffee store in the post COVID-19
pandemic?

(a) Provides coffee and food delivery

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(b) Provides coffee set meals for breakfast, lunch, or dinner

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(c) Provides healthy options menu such as poke bowls, plant-based, kombucha etc

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(d) Offers more discounts and rebate for orders
() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree


(e) Maintain coffee and food quality with no price adjustments
() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree


(f) Practice hygiene and cleanliness by sanitizing routinely
() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

(g) Expand the business to retail and e-commerce

() Strongly Disagree () Disagree () Neutral () Agree () Strongly Agree

28. What are the suggestions you have for your preferred coffee store in terms of
offering and strategies?

___________________________


Reference 12






















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