Beer Consumption Among Entry Level Drinkers (18 -

Hello:

You are invited to participate in our survey on beer consumption among people aged 18 to 25. The survey is being administered for a marketing research project at British Columbia Institute of Technology. In this survey, approximately 250 people will be asked to complete a survey that asks questions about their beer drinking habits. It will take 7 minutes to complete the questionnaire. Your time and effort is appreciated

Your participation in this study is completely voluntary. There are no foreseeable risks associated with this project. However, if you feel uncomfortable answering any questions, you can withdraw from the survey at any point. It is very important for us to learn your opinions.

Your survey responses will be stricly confidential and data from this research will be reported only in the aggregate. Your information will be coded and will remain confidential. If you have questions at any time about the survey or the procedures, you may contact us by email at [email protected].

Thank you very much for your time and support. Please start with the survey now by clicking on the Continue button below.

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Social Gatherings/Parties

Miller Genuine Draft

5. 6. Please list the 3 beer brands that you drink most often.

Light (Coors Light, Bud Light, etc.)

Domestic (Molson Candian, Labatt Blue, etc.)

Imported (Corona, Heineken, etc.)

8. Please rank the following product attributes from 1 to 6 with respect to their importance in choosing a beer brand (1=Highest, 6=Lowest). You may only use each value once.

Advertising
Image
Packaging
Price
Alcohol Content
Flavor

10. If you responded Yes to question 10, please rate Granville Island Beer on the following product attributes? If you responded No to question 10, please move onto question 12.

13. If you responded Yes to question 12, please rate Molson Export on the following product attriibutes. If you responded No to question 12, please move on to question 14.

13. If you responded Yes to question 14, please rate Molson Dry on the following product attributes. If you responded No to question 14, please move on to question 16.

15. If you responed Yes to question 16, please rate Coors Light on the following product attributes. If you responded No to question 16, please move on to question 18.

17. If you responded Yes to question 18, please rate Corona on the following product attributes. If you responded No to question 18, please move on to question 20.

19. If you responded Yes to question 20, please rate Heineken on the following product attributes. If you responded No to question 20, please move on to question 22.

24. 27. If you were born outside of Canada, in which country were you born?

25. How would you describe your cultural background/ancestry (i.e. where were your ancestors from)?

College/CEGEP degree