First Survey
Chinese Candy Survey
One portion of this survey
will be sent through the mail to determine the overall market and market
segment demand for Chinese candies, as well as the specific, relevant
demographics within each market segment.
The second portion of the
survey would be administered within grocery stores, supermarkets, and candy
stores (with permission). The respondents would be asked to choose one or two
candies from those available, and would be asked to answer a few simple
questions immediately after consuming the product. Each questionnaires would be
pre-identified as being specific to one type of candy. If the respondent chose
to take two candies, they would be asked to answer two sets of questions.
To be mailed:
The purpose
of this survey is to determine the market for Chinese candy in the
Please respond to the following questions concerning your candy eating preferences.
1. How often do you consume candy?
Mark one.
_____Never
_____Daily
_____Weekly
_____Monthly
_____Less than once a month
2. How often do you purchase candy?
Mark one.
_____Never
_____Daily
_____Weekly
_____Monthly
_____Less than once a month
3. Which type of candy do you prefer? Rank the following in order of preference.
1= Like the Least 4 = Like the Most.
_____Sweet
_____Sour
_____Bitter
_____Salty
4. Which type of candy do you prefer? Rank the following in order of preference.
1= Like the Least 5 = Like the Most.
_____Hard
_____Soft
_____Chewy
_____Crunchy
5. What is your favorite candy flavor?
List one flavor (Examples: Mint, Grape, Toffee, Chocolate, Cinnamon, Etc.)
6. Please rate the following factors on the level of importance when choosing to purchase candy.
(Circle
your numerical choices)
Packaging/Candy Wrapper
1 2 3 4 5 6 7
Not Important Somewhat Important Very Important
Texture of the Candy
1 2 3 4 5 6 7
Not Important Somewhat Important Very Important
Smell of the Candy
1 2 3 4 5 6 7
Not Important Somewhat Important Very Important
Taste of the Candy
1 2 3 4 5 6 7
Not Important Somewhat Important Very Important
Price of the Candy
1 2 3 4 5 6 7
Not Important Somewhat Important Very Important
_____Grocery Store
_____Vending Machine
_____Convenient Store
_____Gas Station
_____Club Store
_____Other (describe)_______________
8. Why do you purchase candy? (Please mark all that apply)
_____Personal Consumption
_____Children
_____Holidays (i.e. Halloween, Easter, Christmas, Valentines Day, etc.)
_____Gifts
_____Other
9. Why do you consume candy? (Please mark all that apply)
_____Hungry/Filling
_____Taste
_____Parties
_____Snack
_____Other
9. Do you monitor the amount of calories you consume on a daily basis?
Yes No
10. Mark your gender.
_____Female _____Male
11. What is your age? ______
12. What is your ethnicity? Mark one.
_____African American
_____Caucasian
_____Hispanic
_____Asian/Pacific Islander
_____Other (describe) _____________
Second Survey
The following questionnaire
will be performed face-to-face through personal interviews in grocery stores,
supermarkets, and candy stores throughout the
However, we should avoid
sensitive questions in such a public setting, but the survey administrator
could specially code the surveys after the respondent has left the booth. Codes
could include information concerning gender, race, and general age of the
respondent. Also, in cases of the
respondent trying multiple samples, the administrator should note which types
of candy was chosen first, second, third, etc. This should help to determine
the effects of packaging on the consumer choice.
Due to the nature of this
survey, we will use simple, straight-forward questions that can be easily answered. The respondents will fill out the survey
immediately, and be encouraged to take more samples of the candy if they so
wish.
Example Commentary: “Hello, would you like to sample a new brand
of candy? If so, please choose one or
two candies, and if we could have just a few minutes of your time, we would
greatly appreciate your responses to a few simple questions.”
Surveys pre-printed with a
code for each type of candy the person could sample, with spaces for the
administrator to mark other information:
Do you like this candy?
_____Yes _____No Please
explain in the space provided why you do or do not like this candy.
________________________________________________________________
________________________________________________________________
________________________________________________________________
Would you eat this candy
again?
_____Yes _____No
Would you purchase this
candy?
_____Yes _____No
If yes, how much would you be
willing to pay for 20 pieces of this candy?
$____________
In the past month, how often
did you make candy purchases for your household?
_____ None
_____ Once
_____ Two to four times
_____ More than four times
Where do you most often make
your candy purchases?
_____ Grocery stores
_____ Target, Walmart,
Kmart, etc.
_____ High-end, name brand candy store
_____ Convenience store
_____ Other
Have you ever tried candy
made in another country?
______Yes _______No
How many individuals live in
your household? _____________
How many of these individuals
are under the age of 18? ____________
Do you allow your children to
eat candy? If no, would you allow your
children to eat sugar-free candy?
______Yes _______No
____________________________________________________________________________________________________________________________________________________________________________
Third Survey
The purpose of this questionnaire is to determine if a
market exists for a new candy in the
1. Approximately how many servings of candy do you eat per week?
_____ 0
_____ 1-3
_____ 4-6
_____ 7-9
_____ More than 9
2. What type of candy do you either purchase or consume? (Please mark all that apply)
_____Candy Bars
_____Candy Canes
_____Candy Corn
_____Chocolate
_____Cotton Candy
_____Gum
_____Gummi Candy
_____Jelly Beans
_____Licorice
_____Lolli Pops
_____Mints
_____Taffy
_____Other (Please Specify)_________________________
3. Why do you purchase candy? (Please mark all that apply)
_____Personal Consumption
_____Children
_____Holidays (i.e. Halloween, Easter, Christmas, Valentines Day, etc.)
_____Gifts
_____Other
4. Why do you consume candy? (Please mark all that apply)
_____Hungry/Filling
_____Taste
_____Parties
_____Snack
_____Other
5. Please rank the following in order of importance to you when purchasing candy?
_____Brand
_____Taste
_____Cost
_____Ingredients
_____Type of candy
_____Manufacturer
_____Time of year
_____Texture of the candy
_____Color of the candy
_____Candy Packaging/Wrapper
6. Please rate the following factors on the level of importance when choosing to purchase candy.
1= not important 5 = Very Important
Brand 1 2 3 4 5
Taste 1 2 3 4 5
Cost 1 2 3 4 5
Ingredients 1 2 3 4 5
Type of Candy 1 2 3 4 5
Manufacturer 1 2 3 4 5
Time of Year 1 2 3 4 5
Texture 1 2 3 4 5
Color of Candy 1 2 3 4 5
Packaging 1 2 3 4 5
7. Are you willing to try new flavors of candy?
_____Yes ______No
8. How old are you?
_____Under 18 _____18-34 _____35-54 _____55+
9. Gender
_____Male _____Female
10. Which of the following best describes your ethnicity?
_____Caucasian
_____African
_____Asian / Pacific Islander
_____Hispanic / Latino
_____Other
11. How many people live at your residence? _______
12. How many of these are children? _______
13. What is your annual household income?
_____$0 - $20,000
_____$20.001 - $40,000
_____$40,001 - $60.000
_____$60.001 - $80,000
_____$80,001 - $100,000
_____$100,001 - $125,000
_____Greater than $125,000
14. What is the highest level of education you have completed?
_____ Associates’ Degree
_____ Bachelor’s Degree
_____ Master’s Degree
_____ PhD (including MD, DO, PharmD, etc.)
Thank you for taking the time to complete this survey. We value any additional input you may have.
________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Fourth Survey
1. In the past month, how often did you make candy purchases for your household?
b. Once
2. Why do you purchase candy? (Please mark all that apply)
_____Personal Consumption
_____Children
_____Holidays (i.e. Halloween, Easter, Christmas, Valentines Day, etc.)
_____Gifts
_____Other
3. What type of candy do you either purchase or consume? (Please mark all that apply)
_____Candy Bars
_____Candy Canes
_____Candy Corn
_____Chocolate
_____Cotton Candy
_____Gum
_____Gummi Candy
_____Jelly Beans
_____Licorice
_____Lolli Pops
_____Mints
_____Taffy
_____Other (Please Specify)_________________________
4. Where are you most likely to purchase candy? Mark one.
_____Grocery Store
_____Vending Machine
_____Convenient Store
_____Gas Station
_____Club Store
_____Other (describe)___________
5.Please rank the following factors 1-6 in the order of importance when choosing to purchase candy (with 1. being the factor that influences your candy purchase the most).
(Rank these factor from 1-6)
__ Candy Packaging/Wrapper
__ Texture of the candy
__ Smell of the candy
__ Price of the candy
__ Taste of the candy
__ Color of the candy
6. Have you ever tried candy made in another country?
Yes No
Yes No
Yes No
7. Would you buy candy if you knew it was produced in another country?
Yes No
8. Gender: ___Male ___Female
9. What is your age?
Under 18 18-34 35-54 55+
10. Do you have children?
Yes No
11. What is your annual household income?
_____$0 - $20,000
_____$20.001 - $40,000
_____$40,001 - $60.000
_____$60.001 - $80,000
_____$80,001 - $100,000
_____Greater than $100,00
12. What is your ethnic group?
___African American
___Asian American
___Caucasian
___Eastern European
___Native American/ Pacific Islander
___Other_____________________
13. What type of community do you live in?
___Urban ___Suburban ___Rural Community ___Rural ___Other______________
4th Continued
1. Please try the enclosed pieces of candy. Please rank your level of enjoyment for each type of candy on the following scale:
A. B. C. D.
I hate it! Tolerable Enjoyable I love it!
Never try again Eat if had to. Willing to try again. Give me more!!
2. Please explain in the space provided why you do or do not like this candy.
__________________________________________________________________
3. Would you eat this candy again?
_____Yes _____No
4. Would you recommend this candy to a friend or family?
O Yes
O No
5. Do you actively seek out new treats/snacks you have never tried before?
Yes No
6. How likely is it that you will purchase
this candy if it was readily available in the
(Bold
your choice)
1. I would not purchase the candy
2. I might purchase the candy
3. I would probably purchase the candy
4. I would certainly purchase the candy
7. We are planning to market this product in several test markets in 6 oz. Bags, approximately 12 to 14 pieces. What price would you be willing to pay for this product?
$0.00 - $.50 $.51 - $1.00 $1.01 - $1.50 $1.51 - $2.00 $2.01 +
8. Gender: ___Male ___Female
9. What is your ethnic group?
___African American
___Asian American
___Caucasian
___Eastern European
___Native American/ Pacific Islander
___Other_____________________
10. What type of community do you live in?
___Urban ___Suburban ___Rural Community ___Rural ___Other_________________
11. What is your annual household income?
_____$0 - $20,000
_____$20.001 - $40,000
_____$40,001 - $60.000
_____$60.001 - $80,000
_____$80,001 - $100,000
_____Greater than $100,000
Fifth Survey
The purpose
of this survey is to get an idea of whether there is a market for Chinese candy
in the
Questionnaire
1. How often do you eat candy? (Please mark one)
_____Never
_____Daily
_____Weekly
_____Monthly
_____Less than once a month
2. How often do you purchase candy? (Please mark one)
_____Never
_____Daily
_____Every week
_____Every month
_____Less than once a month
3. Which type of candy do you prefer? Rank the following in order of preference.
1= Like the Least
4 = Like the Most.
_____Sweet
_____Sour
_____Bitter
_____Salty
4. Which type of candy do you prefer? Rank the following in order of preference.
1= Like the Least
5 = Like the Most.
_____Hard
_____Soft
_____Chewy
_____Crunchy
5. Where are you most likely to purchase candy? (Please mark one)
_____Grocery Store
_____Vending Machine
_____Convenient Store
_____Gas Station
_____Club Store
_____Other (Please specify) __________________________________________
6. What type of candy do you either purchase or consume? (Please mark all that apply)
_____Candy Bars
_____Candy Canes
_____Candy Corn
_____Chocolate
_____Cotton Candy
_____Gum
_____Gummi Candy
_____Jelly Beans
_____Licorice
_____Lolli Pops
_____Mints
_____Taffy
_____Other (Please
Specify) ____________________________________________
7. Please rate the following factors on the level of importance when choosing to purchase candy.
Not Important Somewhat Important Very Important
Packaging/Candy Wrapper 1 2 3 4 5 6 7
Texture of the Candy 1 2 3 4 5 6 7
Smell of the Candy 1 2 3 4 5 6 7
Taste of the Candy 1 2 3 4 5 6 7
Price of the Candy 1 2 3 4 5 6 7
Brand 1 2 3 4 5 6 7
Ingredients 1 2 3 4 5 6 7
Type of Candy 1 2 3 4 5 6 7
8. How much do you spend on candy per month for yourself?
____I do not purchase candy.
____$.01 - $5
____$5 - $9.99
____$10 - $14.99
____$15 - $19.99
____$20 or more
____Not sure
9. What is your favorite candy product?
_________________________________________
10. Would you buy candy if you knew it was produced in another country?
_____Yes ______No
11. Would you purchase candy with a different texture and
taste than traditional candy?
_____Yes ______No
12. Are you willing to try new flavors of candy?
_____Yes ______No
13. Gender: _____Male _____Female
14. What is your age?
(Please mark one)
___Under 18
___18-24 ___25-34 ___35-44 ___45-54 ___55-64 ___65+
15. Do you have children under the age of 18 living in your
household?
_____No _____Yes If
yes, how many? __________________________
16. What is your ethnic group? (Please mark one)
____African American
____Asian American
____Caucasian
____Eastern European
____Native American/ Pacific
Islander
____Other (Please specify)
_________________________________________________
17. What is your annual household income? (Please mark one)
_____$0 - $20,000
_____$20,001 - $40,000
_____$40,001 - $60,000
_____$60,001 - $80,000
_____$80,001 - $100,000
_____$100,001 - $125,000
_____More than $125,000
Sixth Survey
Chinese Candy Survey
The purpose of this survey is to determine if the market opportunity exists for this product, and if so, what market would be most open to the product. Please answer all questions as honestly as possible. Thank you for your time and cooperation.
The following
questions apply only to Sample 1.
1. How do you rate the taste of the candy?
___Dislike it a lot ___Dislike it ___Like it ___Like it a lot ___No Opinion
2. How likely is it that you will purchase this candy if it was
readily available in the
___
I would not purchase the candy
___ I might
purchase the candy
___ I would
probably purchase the candy
___ I would certainly purchase the candy
3. How much would you be willing to pay per piece of this candy in dollars? $__.____
4. How appealing is the package?
___Very Unappealing ___Unappealing ___Appealing ___Very Appealing ___No Opinion
5. Does the package entice you to buy/try the candy?
___No ___Yes ___No Opinion
6. In what quantity would you buy the candy?
___I wouldn’t buy the candy ___In single pieces ___In 6 oz. package ___In 16 oz. package
7. If it was priced and packaged right, where would you buy the candy? Please mark all that apply.
___At a grocery store ___At a candy store ___At a convenience store
___At an ethnic grocery store ___At a department store ___Other___________________
8. What, if anything, do you like the most about the candy? (Please write in your answer)
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
9. What, if anything, do you like the least about the candy? (Please write in your answer)
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
10. What, if anything, can be done to improve the candy? (Please write in your answer)
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
The following
questions apply only to Sample 2.
11. How do you rate the taste of the candy?
___Dislike it a lot ___Dislike it ___Like it ___Like it a lot ___No Opinion
12. How likely is it that you will purchase this candy if it was readily
available in the
___I would not purchase the candy
___I
might purchase the candy
___I would
probably purchase the candy
___I would certainly purchase the candy
13. How much would you be willing to pay per piece of this candy in dollars? $__.____
14. How appealing is the package?
___Very Unappealing ___Unappealing ___Appealing ___Very Appealing ___No Opinion
15. Does the package entice you to buy/try the candy?
___No ___Yes ___No Opinion
16. In what quantity would you buy the candy?
___I wouldn’t buy the candy ___In single pieces ___In 6 oz. package ___In 16 oz. package
17. If it was priced and packaged right, where would you buy the candy? Please mark all that apply.
___At a grocery store ___At a candy store ___At a convenience store
___At an ethnic grocery store ___At a department store ___Other___________________
18. What, if anything, do you like the most about the candy? (Please write in your answer)
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
19. What, if anything, do you like the least about the candy? (Please write in your answer)
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
20. What, if anything, can be done to improve the candy? (Please write in your answer)
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
21. How often do you eat commercial candies or sweets? Check the most appropriate answer.
___Never
___Once a month
___Once a week
___2-3 times a week
___4-6 times a week
___Daily
22. What type of candy do you either purchase or consume? (Please mark all that apply)
_____Candy Bars
_____Candy Canes
_____Candy Corn
_____Chocolate
_____Cotton Candy
_____Gum
_____Gummi Candy
_____Jelly Beans
_____Licorice
_____Lolli Pops
_____Mints
_____Taffy
_____Other (Please Specify)_________________________
23. Why do you purchase candy? (Please mark all that apply)
_____Personal Consumption
_____Children
_____Holidays (i.e. Halloween, Easter, Christmas, Valentines Day, etc.)
_____Gifts
_____Other
24. Why do you consume candy? (Please mark all that apply)
_____Hungry/Filling
_____Taste
_____Parties
_____Snack
_____Other
We would appreciate knowing a little more about you.
25. What is your age?___________ 26. Gender: ___Male ___Female
27. What best describes your ethnic group?
___African American
___Asian American
___Caucasian
___Eastern European
___Native American/ Pacific Islander
___Other_____________________
28. What is your annual household income?
_____$0 - $20,000
_____$20.001 - $40,000
_____$40,001 - $60.000
_____$60.001 - $80,000
_____$80,001 - $100,000
_____$100,001-$120,000
_____Greater than $120,000
Thank you for taking time to complete this survey. We value any additional input you may have.
Seventh Survey
Instructions: You have been given four different kinds of candy. Each candy is labeled with a sample number 1-4. With each piece of candy take a least one bite and chew completely before swallowing. Then, answer the questions pertaining to that candy sample. Your answers will be used for decisions regarding the introduction of new candies into the market.
Please note: Before tasting the next candy sample eat one cracker and take a drink of water (both provided to you).
Sample 1.
1. Do you like this candy?
_____Yes _____No
2. Please explain in the space provided why you do or do not like this candy.
__________________________________________________________________
4. Would you eat this candy again?
_____Yes _____No
5. Would you purchase this candy?
_____Yes _____No
Sample 2.
1. Do you like this candy?
_____Yes _____No
2. Please explain in the space provided why you do or do not like this candy.
__________________________________________________________________
3. Would you eat this candy again?
_____Yes _____No
4. Would you purchase this candy?
_____Yes _____No
Sample 3.
1. Do you like this candy?
_____Yes _____No
2. Please explain in the space provided why you do or do not like this candy.
__________________________________________________________________
3. Would you eat this candy again?
_____Yes _____No
4. Would you purchase this candy?
_____Yes _____No
Sample 4.
1. Do you like this candy?
_____Yes _____No
2. Please explain in the space provided why you do or do not like this candy.
__________________________________________________________________
3. Would you eat this candy again?
_____Yes _____No
4. Would you purchase this candy?
_____Yes _____No
Please complete the following questions about yourself. All responses will be kept anonymous.
6. Mark your gender. _____Female _____Male
7. How old are you?
_____Under 18
_____19-29
_____30-39
_____40-49
_____50-59
_____60-69
_____70-79
_____80-89
_____Over 90
8. What is your ethnicity? Mark one.
_____African American
_____Caucasian
_____Hispanic
_____Asian/Pacific Islander
_____Other (describe) _____________
9. What is your annual household income?
_____$0-25,000
_____$25,001-50,000
_____$50,001-75,000
_____$75,001-100,000
_____$100,001-125,000
_____Above $125,000
10. What is the highest level of education you have completed?
_____11th grade or lower
_____Associate’s Degree
_____Bachelor’s Degree
_____Graduate Degree
_____PhD Degree
_____Other (please explain_____________)
11. What is your occupation?
____________________________________
12. What is the highest level of education you have completed?
_____11th grade or lower
_____Associate’s Degree
_____Bachelor’s Degree
_____Graduate Degree
_____PhD Degree
_____Other (please explain_____________)