Chocolate Consumption Preference Survey Questionnaire

1. Your gender

MaleFemale

2. Your age

A.18-25 years oldB.26-35 years oldC.36-45 years oldD.46-55 years oldE.55+ years old

Your monthly income

A.Below 5,000 RMBB.5,001 - 10,000 RMBC.10,001 - 15,000 RMBD.15,001 - 20,000 RMBE.Above 20,000 RMB

Which city do you live in?

A.First-tier city (Beijing, Shanghai, Guangzhou, Shenzhen)B.Second-tier cityC.Third-tier city or below

5. How often do you buy chocolate for yourself ?

A.Once a week or moreB.2-3 times per monthC.Once a monthD.Less often than that

6. Q6. What is your main reason to buy chocolate?

A.For myself, daily treatB.As a gift for someoneC.For parties or sharing with friends or family

7. Q7. How much do you usually spend on a chocolate gift?

A.Less than 50 RMBB.50 - 100 RMBC.101 - 200 RMBD.201 - 500 RMBE.More than 500 RMB

8. Q8. Where do you usually buy chocolate ?

A.OnlineB.SupermarketC.Brand storeD.Airport, Duty free shopE.Other

9. Q9. What chocolate type do you prefer?

A.Milk chocolateB.Dark chocolateC.White chocolateD.Other

10. Q10. What flavors do you like?

A.Classic chocolate onlyB.Fruit flavorsC.Nut flavorsD.Tea / flower flavorsE.Salty flavors (sea salt, caramel)

11. How important are these factors when you buy chocolate? Chose the most important.

TasteBrandPricePackagingCountry of origin

12. Q12. Do you know what ‘organic chocolate’ means?

A.No, I don't knowB.Yes, I have some ideaC.Yes, I know well and I look for it

13. Q13. If a chocolate is organic, how much extra are you willing to pay?

A.0% (same price)B.Up to 10% moreC.10% - 30% moreD.More than 30% more

14. Q14. How do you hear about new chocolate brands? Please choose one main way.

A.Social media (Rednote, Douyin, Weibo)B.Friend or family recommendationC.Online shop recommendationD.In-store discoveryE.Other

15. Q15. Would you visit a ‘Chocolate Theatre’ where you can: watch chocolate being made, taste many flavors for free, make your own chocolate...?

A.Yes, very interestedB.Yes, a little interestedC.Not interested

16. Q16. How much would you pay for a DIY chocolate making workshop (about 1 hour) ?

A.50 - 100 RMBB.101 - 200 RMBC.More than 200 RMBD.I would not pay for this

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