A类A
B类 B

(ABC(BCA(CAB
(DEF (EFD(FDE

主体问卷—U&A部分 Questionnaire – U&A Part

品牌认知Brand Awareness

[不提示] TOM
Q1. 请问你看到或者听说哪些巧克力的品牌呢？还有吗？还有吗？[将被访者回答的第一个品牌记录在“第一提及”Q1a（单选）下面，“其它提及”记录在Q1b（复选）下面]
Which chocolate brand have you seen or heard ofProbe (write the first brand name under TOM Q1a (SA); write others under Q1b (MA).

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Q2. 除了你刚才提到的品牌之外，你还看到或听说过卡片上的哪些巧克力品牌呢？还有吗？还有吗？（复选）
Besides the brand name you have mentioned, have you seen or heard of any chocolate brand names on the card (MA) Probe
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Q3. 请问你过去曾经买过哪些品牌的巧克力呢？ （复选）
Which brand ofchocolate have you purchased before (MA)
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Q4.请问您最常买的是哪个品牌的巧克力？（单选）
Which brand of chocolate do you purchase most often (SA)
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Q5 请问您在过去6个月中曾经吃过哪些品牌的巧克力呢？（复选）
Which brands of chocolate have you had in last 6 months (MA)(Sara – in the Chinese translaton, does “had” relate to “ate.” Yes
Recommend to add some time period, like a year, so to read:Which brands of chocolate have you had I the past year) I think if “6 months”is better
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Q6 请问您最常吃哪个品牌的巧克力？（单选）
Which brand of chocolate do you have most often (SA)(Sara – add Mauna Loa, Paton’s [direct competitors to HH] and Guylian [2nd tier competitor to HH])

Q1a
Q1b
Q2
Q3
Q4
Q5
Q6

第一提及
TOM
其他提及
Others (specify)
提示提及
Aided awareness
买过
Have purchased
最常买
Purchase most often
吃过
Have had
最常吃
Most often have

好时 Hershey’s111德芙 Dove222吉百利 Cadbury333M&M444奇巧 Kit kat (Nestle)555金帝 Le Coute666施华 Cemol777费列罗 Rocher (Ferrero)888士力架 Snicks999大昌儿童 Dachongertong101010
10

申丰 Shenfeng111111
11

迪妮 Derry’s121212
12

瑞士莲 Lindt131313
13

美可馨 Meikexin141414
14

豪氏（Hawaiian Host）151515
15

My Hawaii161616
16

金莎（Trésor Doré）171717
17

Mauna Loa181818
18

Paton’s191919
19

其他（请注明）Other (please specify)____________
97
97
97
97
97
97
97

不知道/无 Don’t know/No
98
98
98
98
98
98
98

消费习惯Consuming Behavior

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Q7 请问您平均多久购买一次巧克力？（单选）
How often do you purchase chocolate (SA)
一天一次以上 More than once a day 1
一天一次 Once a day 2
一星期4-6次 4-6 times per week 3
一星期2-3次 2-3 times per week 4
一星期一次 Once a week 5
两星期一次 Once every 2 weeks 6
两星期一次以下 Less 7

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Q8 请问您经常在哪购买巧克力呢？（单选）
Where do you often purchase chocolate (SA)
超市 Supermarket 1
仓储式超市 Warehouse supermarket 2
杂货店 Grocery 3
糖果店 Candy shop 4
便利店 Convenience shop 5
其他（请注明）Other (please specify) 97

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Q9 请问您购买巧克力通常作为什么用途？
What is the normal use of chocolate
自己享用 Self consuming 1
与同事/朋友分享 Share with friends 2
与家人分享 Share with family 3
作为礼物送给恋人（一般场合） 4
Gift to lover (normal occasion)
作为礼物送给恋人（特殊场合） 5
Gift to lover (special occasion)
作为礼物送朋友 Gift to friends 6
其他（请注明）Other (please specify) 97

Q10 请问您通常会购买什么包装的巧克力（包含太妃糖、巧克力棒等巧克力产品）？
In which package do you usually purchase chocolate（include toffee ，bar）Also candy bar
精美礼盒装 Delicate gift pack 1Sara- Is this is gift box Yes
袋装 Bag pack 2
散装 Loose pack 3
其他（请注明）________________ 97
Other, please specify
Q11 请问您在购买巧克力的时候通常会考虑到哪些因素？ （多选）
What factors do you usually consider when you are purchasing chocolate (MA)
Q12 在所有考虑的因素中，您认为哪个因素最重要？（单选）
Which is the most important factor (SA)
Q11Q12
品牌 Brand name 1 1
价格 Price 2 2
促销 Promotion 3 3
包装精美 Nice packaging 4 4
物有所值 Money for value 5 5
口味 Taste 6 6
产地 Origin 7 7
购买方便 Purchase convenience 8 8
香味（Aroma） 9 9
新鲜程度（Freshness） 10 10
其他（请注明_______） Other 97 97
Sara: Also – freshness.

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Q13 以下哪些描述巧克力的语句是符合您对巧克力的看法的？（多选）（没有对错，只需要您的真实看法）
Do the following descriptions reflect your view of chocolate (MA) (There will be no right or wrong, as we need
your true opinion)
高级的糖果 High class sweets 1
最佳补充能量的食品 Best energy food 2
表达爱意、甜蜜的食品 3
Food repressing affection and sweet
容易长胖的食品 Fattening food 4
不利于健康的食品 Unhealthy food 5
好吃、上瘾的食品 Tasty and addicting food 6
对自己的一种奖赏adeserved indulgence or treat 7
其他（请注明）_______ Other 97
Sara - Also, how about a deserved indulgence or treat

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Q14 请问您吃巧克力的频率？ The frequency you have chocolateSara-Have meaning eatyes

一天一次以上More than once a day 1
一天一次Once a day 2
一星期4-6次4-6 times per week 3
一星期2-3次2-3 times per week 4
一星期一次Once a week 5
两星期一次Once every 2 weeks 6
两星期一次以下 Less 7