1. How often would you say you drink beer?

Daily

Weekly

Monthly

Occasionally

Not at all

2. Where do you usually drink beer?

At home

Bars/Pubs

Clubs

Social Gatherings/Parties

Sporting Events

3. Please check off all of the brands you have heard of.

Molson Ex Light

Carlsberg

Molson Canadian

Stella Artois

Laurentide

Bavaria

Sleeman's

Corona

Becks

Molson Export

Molson Hi Dry

Alexander Keith's

Fosters

Labatt 50

Rolling Rock

Coors Light

Bud Light

Molson Smooth Dry

Labatt Blue Dry

Heineken

Labatt Blue Light

Other

Carling

Rickard's Red

Wildcat

Black Label

Labatt Blue

Kokanee

Sol

Milwaukee's Best

Miller Genuine Draft

Molson Dry

O'Keefe

Guinness

Budweiser

4. How did you become aware of most of the beer brands you selected in question 3?

Tried it yourself

Other

Family/Friends

Sponsored events

Advertising

5. 5. Please list the beer brands for which you are aware of through their advertising.

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

7. What kind of beer do you drink most often?

Non-Alcoholic

Light (Coors Light, Bud Light, etc.)

Domestic (Molson Candian, Labatt Blue, etc.)

Imported (Corona, Heineken, etc.)

8. With respect to alcohol content, how strong do you like your beer?

Non-Alcoholic

Less than 3%

Between 3% and 6%

More than 6%

9. 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.

Packaging Alcohol Content Advertising Image Flavor Price

10. Have you tried Molson Canadian?

Yes

No

11. If you responded Yes to question 10, please rate Molson Canadian on the following product attributes? If you responded No to question 10, please move onto question 12.

Very Bad Advertising

Bad

Average

Good

Very Good

Flavor

Image

Packaging

Alcohol Content

Price

12. Have you tried Molson Export?

Yes

No

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. Very Bad Packaging Bad Average Good Very Good

Advertising

Alcohol Content

Image

Price

Flavor

14. Have you tried Molson Dry?

Yes

No

15. 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.

Very Bad Price

Bad

Average

Good

Very Good

Alcohol Content

Image

Flavor

Advertising

Packaging

16. Have you tried Coors Light?

Yes

No

17. 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.

Very Bad Alcohol Content

Bad

Average

Good

Very Good

Flavor

Packaging

Price

Advertising

Image

18. Have you tried Corona?

Yes

No

19. 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.

Very Bad Image

Bad

Average

Good

Very Good

Flavor

Alcohol Content

Price

Packaging

Advertising

20. Have you tried Heineken?

Yes

No

21. 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.

Very Bad Flavor

Bad

Average

Good

Very Good

Alcohol Content

Packaging

Price

Advertising

Image

22. What is your gender?

Male

Female

23. How old are you?

18 - 21

22 - 25

Older than 25

24. In which Canadian province/territory do you live?

Alberta

British Columbia

Manitoba

Newfoundland and Labrador

New Brunswick

Northwest Territories

Nova Scotia

Ontario

Prince Edward Island

Quebec

Saskatchewan

Nunavut

Yukon

25. Were you born in Canada?

Yes

No

26. If you were born outside of Canada, how long have you lived in Canada? If you were born in Canada, please move on to question 28.

Less than a year

1 to 5 years

5 to 10 years

More than 10 years

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

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

29. How would you describe your education level?

High School

Some college/CEGEP

College/CEGEP degree

Some University

University Degree