Dear Customers:
Hello! This questionnaire aims to investigate the changes in your perception, attitude and purchase intention towards the HsuFuChi brand after Nestle's full acquisition of it in 2025. The questionnaire is conducted anonymously and all data will be used solely for academic research. We will strictly keep your personal information confidential. There are a total of 22 questions and it will take you approximately 5-6 minutes to complete. Please answer according to your actual situation. Thank you for your support and cooperation!
尊敬的消費者：
您好！本次問卷旨在調(diào)研 2025 年雀巢全資收購徐福記后，您對徐福記品牌的認知、態(tài)度及購買意愿等方面的變化。問卷采用匿名形式，所有數(shù)據(jù)僅用于學術研究，我們將嚴格保密您的個人信息 ?？偣灿?/span>22 題，將花費您大約 5-6 分鐘時間 ， 請您根據(jù)實際情況作答，感謝您的支持與配合！
1. 1.What is your gender您的性別: A. male男 B. female女
2. 2.What is your age range?您的年齡段: A.Under 18 years old 18歲以下 B.Age 18 to 25 18-25歲 C. Age 26 to 35 26-35歲 D.Age 36 to 45 36-45歲 E.Age 46 to 55 46-55歲 F.Over 56 years old 56歲以上
3. 3.Your residential area您的居住區(qū)域: A. Urban Area of Guiyang City貴陽市城區(qū) B. Township areas of Guiyang City貴陽市鄉(xiāng)鎮(zhèn)地區(qū) C. Urban areas of other cities其他城市城區(qū) D. Other urban and rural areas其他城市鄉(xiāng)鎮(zhèn)地區(qū)
4. 4.Are you an existing consumer of HsuFuChi (someone who has purchased HsuFuChi products within the past year)?您是否為徐福記的現(xiàn)有消費者（過去一年內(nèi)購買過徐福記產(chǎn)品）: A. Yes是 B. No否
5. 5.Your original impression of the Hsu Fu Chi brand was more inclined to (multiple choices are available) :您對徐福記品牌的原有印象更偏向于（可多選）: A. A traditional Chinese domestic snack brand傳統(tǒng)中國本土零食品牌 B. A popular snack brand with high cost performance性價比高的大眾零食品牌 C. A snack brand with a wide variety of products產(chǎn)品種類豐富的零食品牌 D. A snack brand with classic taste口感經(jīng)典的零食品牌 E. Snack brands suitable for gifting適合送禮的零食品牌
6. 6.Before Nestle's acquisition, what did you think of the competitiveness of the Hsu Fu Chi brand in the Chinese market?在雀巢收購前，您認為徐福記品牌在中國市場上的競爭力如何? A.Very Strong非常強 B.Relatively Strong比較強 C.Average一般 D.Relatively比較弱 E.Very Weak非常弱
7. 7.Before Nestle acquired HsuFuChi, how often did you purchase HsuFuChi products?雀巢收購徐福記前，您購買徐福記產(chǎn)品的頻率是? A.Several times a week每周多次 B.Several times a month每月多次 C.Occasional purchase偶爾購買 D.Rarely purchased很少購買 E.Never purchased從未購買
8. 8.Do you know about the event that Nestle will fully acquire HsuFuChi in 2025?您是否了解 2025 年雀巢全資收購徐福記這一事件: A. Very Familiar非常了解 B. Generally Familiar一般了解 C. Not Very Familiar不太了解 D. Not Familiar at All 完全不了解
9. 9.After the acquisition event, what changes do you think might occur in the brand positioning of Hsu Fu Chi? (Multiple choices are available):收購事件后，您認為徐福記的品牌定位可能發(fā)生哪些變化（可多選）: A. It leans more towards international brands更偏向國際化品牌 B. The product quality is more guaranteed產(chǎn)品品質(zhì)更有保障 C. The price may rise.價格可能上漲 D. Traditional characteristics will weaken傳統(tǒng)特色會減弱 E. Innovative products will increase創(chuàng)新產(chǎn)品會增多 F.No change 沒有變化 G.Others其他
10. 10.What do you think are the potential impacts of Nestle's full acquisition of Hsu Fu Chi on the development of the Hsu Fu Chi brand (multiple choices are available) :您認為雀巢全資收購徐福記對徐福記品牌的發(fā)展的潛在影響(可多選）: A. Enhanced financial strength and increased investment in research and development資金實力增強，研發(fā)投入增加 B.With the help of Nestle's global supply chain, the product channels are more extensive 借助雀巢全球供應鏈，產(chǎn)品渠道更廣泛 C. The quality control standards have been enhanced, making the product quality more stable品控標準提升，產(chǎn)品質(zhì)量更穩(wěn)定 D. The loss of local brand characteristics and the weakening of cultural attributes失去本土品牌特色，文化屬性弱化 E. The product flavors may be adjusted to be more internationalized 產(chǎn)品口味可能向國際化調(diào)整 F. Enhancement of market competitiveness市場競爭力提升 G. Others其他
11. 11.After the acquisition, what impact has the combination of Chinese and Western elements integrated into Hsu Fu Chi's products had on your cultural identity (multiple choices are available):收購后，徐福記產(chǎn)品中融入的中西方元素結(jié)合，對您的文化認同產(chǎn)生了哪些影響（可多選）: A. It has enhanced the sense of novelty and identification with the brand增強了對品牌的新鮮感和認同感 B. Recognize this integration and consider it brand innovation認可這種融合，覺得是品牌創(chuàng)新 C. There is no impact. It still recognizes its local brand attributes 沒有影響，仍認可其本土品牌屬性 D.Feels like it has weakened the traditional Chinese flavor and has led to a decline in identification. 覺得削弱了傳統(tǒng)中國味，認同感下降 E. It's completely unacceptable. The original characteristics of the brand have been lost完全無法接受，失去了品牌原有特色 F. 其他
12. 12.Regarding the full acquisition of the traditional Chinese brand Hsu Fu Chi by a foreign enterprise (Nestle), your attitude tends to be (multiple choices are allowed) :對于徐福記這一傳統(tǒng)中國品牌被外資企業(yè)（雀巢）全資收購，您的態(tài)度傾向于（可多選）: A. Support is conducive to the international development of the brand支持，有助于品牌國際化發(fā)展 B. Support can enhance product quality and user experience 支持，能提升產(chǎn)品品質(zhì)和體驗 C. It doesn't matter. Just focus on the product itself無所謂，只關注產(chǎn)品本身 D. Worried that the traditional flavors and characteristics might be lost擔憂，可能失去傳統(tǒng)口味和特色 E. They are resistant and do not want domestic brands to be controlled by foreign capital抵觸，不希望民族品牌被外資控股 F.Wait and see. We need to observe the performance of the subsequent products 觀望，需看后續(xù)產(chǎn)品表現(xiàn) G. Others其他
13. 13.After the acquisition, what factors affect your trust in the Hsu Fu Chi brand (multiple choices are available) :收購后，您對徐福記品牌的信任度變化受哪些因素影響（可多選）: A.The brand reputation of Nestle雀巢的品牌口碑 B. The original product quality of Hsu Fu Chi徐福記原有產(chǎn)品品質(zhì) C.The product adjustment situation after the acquisition 收購后的產(chǎn)品調(diào)整情況 D. Changes in brand ownership品牌歸屬權(quán)變化 E.Market feedback and others' evaluations 市場反饋和他人評價 F. Others其他
14. 14.After the acquisition event, your willingness to purchase Hsu Fu Chi products compared with before:收購事件后，您購買徐福記產(chǎn)品的意愿與之前相比: A. Significantly Enhanced顯著增強 B. Slightly Enhanced輕微增強 C. No change沒有變化 D. Slightly Decreased輕微下降 E. Significantly Decreased 顯著下降
15. 15.What are the main reasons that affect the change in your purchasing intention?影響您購買意愿變化的主要原因有哪些? A. 品牌歸屬權(quán)變化（外資控股） B. Change in brand ownership (Foreign-controlled)對產(chǎn)品品質(zhì)的預期改變 C. Concerns/expectations about the taste and packaging of the product對產(chǎn)品口味、包裝的擔憂 / 期待 D. The change in the recognition of brand cultural attributes對品牌文化屬性的認同變化 E. The brand influence of Nestle雀巢的品牌影響力 F. Changes in price expectations價格預期變化 G. Others其他
16. 16.If Hsu Fu Chi launches innovative products that integrate Nestle's technologies or concepts after the acquisition, which aspects might you pay attention to (multiple choices are available) :若徐福記在收購后推出融合雀巢技術或理念的創(chuàng)新產(chǎn)品，您可能關注哪些方面（可多選）: A.Health-oriented formulas (such as low sugar, low fat, and no additives) 健康化配方（如低糖、低脂、無添加） B. Flavor innovation (such as integrating international flavors)口味創(chuàng)新（如融合國際風味） C.Product form innovation (such as portable small packaging, combination packaging) 產(chǎn)品形態(tài)創(chuàng)新（如便攜小包裝、組合裝） D. Functional upgrades (such as supplementing vitamins, dietary fiber, etc.)功能性升級（如補充維生素、膳食纖維等） E. cost performance性價比 F. Others其他
17. 17.After the acquisition, will you continue to purchase classic products of Hsu Fu Chi (such as sesame Seed cakes, traditional candies, etc.)? What are the main factors you will consider (multiple choices are available):收購后，您是否會繼續(xù)購買徐福記的經(jīng)典產(chǎn)品（如沙琪瑪、傳統(tǒng)糖果等），主要考慮哪些因素（可多選）: A.Whether the taste remains unchanged 口味是否保持不變 B. Will there be a price increase?價格是否上漲 C. Has there been any change in the quality of raw materials原料品質(zhì)是否有變化 D.Has the packaging been adjusted? 包裝是否調(diào)整 E. Whether the purchasing channels are convenient購買渠道是否便捷 F. Others其他
18. 18.For potential consumers, what factors might prompt you to make your first purchase of Xufei Ji products: 對于潛在消費者而言，哪些因素可能促使您首次嘗試購買徐福記產(chǎn)品: A. Nestle's brand endorsement雀巢的品牌背書 B.The product has a good reputation.產(chǎn)品口碑良好 C. Price favorable價格優(yōu)惠 D. The appeal of innovative products創(chuàng)新產(chǎn)品吸引力 E. Offline channels are easy to obtain線下渠道易獲取 F.Others 其他
19. 19.In your opinion, in which aspects will the changes of HsuFuChi products after the acquisition have the greatest impact on your purchasing decision? (Multiple choices are available):您認為收購后徐福記產(chǎn)品在哪些方面的變化會最影響您的購買決策（可多選）: A.Product flavor產(chǎn)品口味 B. Product price產(chǎn)品價格 C. Package design包裝設計 D. Raw material quality原料品質(zhì) E. Brand publicity品牌宣傳 F. Marketing channel銷售渠道 G. Others其他
20. 20.If HsuFuChi expands its Southeast Asian market and reduces tariffs on some of its products by leveraging RCEP rules, for what reasons are you more likely to increase your purchases (multiple choices are available):若徐福記借助 RCEP 規(guī)則拓展東南亞市場并降低部分產(chǎn)品關稅，您更可能因哪些原因增加購買（可多選）: A. The price is more affordable價格更實惠 B. The product range is more diverse產(chǎn)品種類更豐富 C. The brand's international recognition has been enhanced品牌國際化認可度提升 D. Quality control is stricter質(zhì)量管控更嚴格 E. This will not increase the purchase不會因此增加購買 F. Others其他
21. 21.What's your biggest opinion on Nestle's full acquisition of Hsu Fu Chi?您對雀巢全資收購徐福記這一事件的最大看法是什么?
22. 22.What improvements do you hope HsuFuChi will make in terms of products, services or brand building after being acquired?您希望徐福記在被收購后，在產(chǎn)品、服務或品牌建設等方面做出哪些改進?