How important are the following factors when you make a decision to purchase bakery food?

1. How often you purchase bakery food (bagel, muffin, cake, cookie, and other pastries) from Starbucks?

⃝        Daily

⃝        4-5 times a week

⃝        2-3 times a week

⃝        Once a week

⃝        Once a week

⃝        2-3 times a month

⃝        Once a month

⃝        Less than once a month

⃝        Never

1. Approximately how much money did you spend on bakery food in the LAST MONTH?

⃝        Nothing, I did not purchase last month

⃝        Less than $4

⃝        $4.00 – $9.99

⃝        $10.00 – $14.99

⃝        $15.00 – $19.99

⃝        $20.00 – $29.99

⃝        $30 or more

1. On a scale of 1 to 9, with 1 being famished (about to pass out) to 9 being very full (uncomfortable) how hungry are you currently? ______

1. Do you currently have any bakery food at home?

⃝        Yes

⃝        No

1. Please rate how much you like or dislike the following types of bakery food:

Dislike Extremely                                                                        Like Extremely

Bagel                                        1          2          3          4          5          6          7          8          9

Muffin                                       1          2          3          4          5          6          7          8          9

Coffee cake/coffee bread          1          2          3          4          5          6          7          8          9

Cookies                                    1          2          3          4          5          6          7          8          9

Croissant/ scones/rolls              1          2          3          4          5          6          7          8          9

Doughnuts                                1          2          3          4          5          6          7          8          9

Brownie                                    1          2          3          4          5          6          7          8          9

1. If you wanted to purchase bakery food, how likely are you to purchase them from the following sources, assuming the bakery food look the same, are the same size packages and are available at the same time, place, and price (e.g. the only difference is gluten-free or not gluten-free):

	Very Unlikely	Unlikely	Undecided	Likely	Very Likely
Grocery store/discount stores	⃝	⃝	⃝	⃝	⃝
Café(Starbucks, Panera, local café)	⃝	⃝	⃝	⃝	⃝
Fast food restaurants/Cafeteria	⃝	⃝	⃝	⃝	⃝
Bakery	⃝	⃝	⃝	⃝	⃝

1. Please indicate how well you like the following types of bakery food:

	Dislike Very Much	Dislike	Neither Like nor Dislike	Like	Like Very Much
Low-fat/Reduced-fat	⃝	⃝	⃝	⃝	⃝
Organic	⃝	⃝	⃝	⃝	⃝
Gluten-free	⃝	⃝	⃝	⃝	⃝
Low-sugar/ Sugar-free	⃝	⃝	⃝	⃝	⃝

1. Please indicate how strongly you agree with the following statements: I eat bakery food for the…

	Strongly Disagree	Disagree	Neither Agree nor Disagree	Agree	Strongly Agree
Feeling good	⃝	⃝	⃝	⃝	⃝
Taste	⃝	⃝	⃝	⃝	⃝
Nutrition	⃝	⃝	⃝	⃝	⃝
Convenience (easy to eat)	⃝	⃝	⃝	⃝	⃝
Not feeling hungry	⃝	⃝	⃝	⃝	⃝
Diversity they add to my diet	⃝	⃝	⃝	⃝	⃝
Socializing with friends	⃝	⃝	⃝	⃝	⃝
Price	⃝	⃝	⃝	⃝	⃝
Please select Agree for this row	⃝	⃝	⃝	⃝	⃝
Other: __________________	⃝	⃝	⃝	⃝	⃝

1. Please indicate what percent of bakery food you purchase is:

Percent:	Gluten-free	Reduced-fat	Organic	Low-sugar
0% (None)	⃝	⃝	⃝	⃝
10% or less	⃝	⃝	⃝	⃝
10-50%	⃝	⃝	⃝	⃝
50-99%	⃝	⃝	⃝	⃝
100% (all)	⃝	⃝	⃝	⃝

1. How important are the following factors when you make a decision to purchase bakery food?

	Not at all Important	Somewhat Unimportant	Neither Important nor Unimportant	Somewhat Important	Extremely Important
Calories	⃝	⃝	⃝	⃝	⃝
Serving-size	⃝	⃝	⃝	⃝	⃝
Appearances	⃝	⃝	⃝	⃝	⃝
Price	⃝	⃝	⃝	⃝	⃝
Taste	⃝	⃝	⃝	⃝	⃝
Nutrition	⃝	⃝	⃝	⃝	⃝
The amount of Fat per serving	⃝	⃝	⃝	⃝	⃝
The amount of Sugar per serving	⃝	⃝	⃝	⃝	⃝
The amount of Carbohydrates per serving	⃝	⃝	⃝	⃝	⃝

1. Please indicate how strongly you agree with the following statements.

	Strongly Disagree	Disagree	Neither Agree nor Disagree	Agree	Strongly Agree
Rice is gluten-free	⃝	⃝	⃝	⃝	⃝
Low-fat cookies are healthier than other cookies	⃝	⃝	⃝	⃝	⃝
Gluten-free cookies are healthier than other cookies	⃝	⃝	⃝	⃝	⃝

The following questions are used to help us understand how different types of people have different tastes and preferences. Your responses are anonymous; we do not have anything that ties your names to your responses. We appreciate your honest answers to the following questions.

1. What is your gender?

⃝        Male                ⃝        Female

1. What is your ethnicity/race (please select all that apply)?

⃝        Caucasian                                                        ⃝        Black or African American

⃝        Hispanic                                                          ⃝        Native Hawaiian or Pacific Islander

⃝        Asian                                                               ⃝        American Indian or Alaska Native

⃝        Other ____________________

1. Please indicate you estimated annual household income:

⃝        Less than $14,999                                           ⃝        $75,000 – $99,999

⃝        $15,000 – $24,999                                           ⃝        $100,000 – $149,999

⃝        $25,000 – $34,999                                           ⃝        $150,000 – $199,999

⃝        $35,000 – $49,999                                           ⃝        $200,000 or above

⃝        $50,000 – $74,999                                           ⃝        Do not know

1. Approximately, how much per week does your family spend on food?

⃝        Less than $49              ⃝        $50-59       ⃝  $100-149

⃝        $150-199                   ⃝$200-249             ⃝  $250 and more

1. Do you have any specific dietary restrictions?

⃝        Yes  ⃝ No

_______________________________________________________________________________

17a. The most amount of money I am willing to pay to purchase one conventional Cookie from Starbucks  is .$__________

17b. The most amount of money I am willing to pay to purchase one Gluten-free Cookie  from Starbucks is . . .                $_________