Given the survey questions: "Questions 1-50
Q11 Part A2 - General baby milk consumption behaviors
Q11 On average, how many times does your baby drink baby powder milk per day?
Q12 Which baby milk do you prefer for your children?
Q13 How do you usually prepare baby milk for feeding your baby?
Q14 What is your baby’s favorite flavor of infant formula?
Q15 With whom do you MOST frequently buy baby milk?
Q16 At what time does your baby drink baby’s milk? [multiple choices]
Q17 where do you MOST often buy baby milk for your child?
Q18 To what extent do you evaluate yourself as connoisseur (người sành về thưởng thức các món đồ ăn/uống)?
Q19 In buying baby milk, what are the most important factors for your consideration? Could you rank the following factors based on their importance:
Q20 To what extent do you agree or disagree with the following statements:
	Strongly disagree (1)	Disagree (2)	Neither disagree nor agree (3)	Agree (4)	Strongly agree (5)
Cow Powder milk brings health benefits for Childrens (1) 	o		o		o		o		o	
Goat Powder milk brings health benefits for Childrens (2) 	o		o		o		o		o	
Baby goat milk is a healthier alternative to Cow’s milk (3) 	o		o		o		o		o	
I believe that baby goat powder milk is easier to digest compared to cow’s milk (4)	o		o		o		o		o	
My baby is not reliant on powder milk for his/her level of energy (5)	o		o		o		o		o	
I trust my baby milk brand (6) 	o		o		o		o		o	
I trust the quality of baby goat powder milk brands available in the market (7)	o		o		o		o		o	
I can rely on my baby milk brand (8) 	o		o		o		o		o	
My baby milk brand does not disappoint me (9) 	o		o		o		o		o	
I have confidence in my baby milk brand (10) 	o		o		o		o		o	
I will continue to purchase my baby milk brand (11) 	o		o		o		o		o	
I will recommend my baby milk brand to others (12) 	o		o		o		o		o	
I want to introduce my baby milk brand to others (13) 	o		o		o		o		o	
I will speak favorably of my baby milk brand to others (14)	o		o		o		o		o	
The smell of my baby milk brand is very cool (15)	o		o		o		o		o	




Q21 To what extent do you agree or disagree with the following statements:
	Strongly disagree (1)	Disagree (2)	Neither disagree nor agree (3)	Agree (4)	Strongly agree (5)
I can tell what types of ingredients were used in the powder milk (1) 	o		o		o		o		o	
I am willing to pay a premium price for higher-quality baby milk (2) 	o		o		o		o		o	
When there is a new brand of baby milk in the market, I would like to try it out (3) 	o		o		o		o		o	
I would rather stick to my favorite brand of baby milk (4) 	o		o		o		o		o	
I can tell the level of freshness of the baby's milk (5) 	o		o		o		o		o	
I will never buy baby powder milk if I have not tasted it. (6) 	o		o		o		o		o	
I certainly will buy a new baby milk product from the same brand that I have trusted. (7) 	o		o		o		o		o	
Q22 To what extent do you agree or disagree with the following statements:
	Strongly disagree (1)	Disagree (2)	Neither disagree nor agree (3)	Agree (4)	Strongly agree (5)
Vietnamese baby milk is the best in the world (1) 	o		o		o		o		o	
I love the diversity of flavors in baby milk (2) 	o		o		o		o		o	
I am willing to pay for international flavored baby milk (3) 	o		o		o		o		o	
I prefer cow milk powder to goat milk powder (4) 	o		o		o		o		o	
I am willing to pay more for organic baby milk powder (5) 	o		o		o		o		o	
I am open to try new unsweetened baby milk powder (6) 	o		o		o		o		o	
I prefer single origin baby milk powder (7) 	o		o		o		o		o	
Baby milk powder of fair-trade origin is important to me (8) 	o		o		o		o		o	








Q23 To what extent do you agree or disagree with the following statements:
	Strongly disagree (1)	Disagree (2)	Neither disagree nor agree (3)	Agree (4)	Strongly agree (5)
I am aware of this baby steps product/brand that appears in social media  (1) 	o		o		o		o		o	
I can recognize this baby steps brand/product in comparison with other competing products that appeared in social media (2) 	o		o		o		o		o	
I know how this particular baby steps brand/product looks like (3) 	o		o		o		o		o	
I regularly refer this particular baby steps brand/product through social media (4) 	o		o		o		o		o	
I usually use this baby steps product/brand as my first choice in comparison with other brands. (5) 	o		o		o		o		o	
I would recommend this  baby steps product/brand to others through the social media (6) 	o		o		o		o		o	
I will not switch to another baby steps product/brand that appeared in the social media next time (7) 	o		o		o		o		o	
I am satisfied with the baby steps product/brand that appeared in the social media (8) 	o		o		o		o		o	
I can quickly recall symbol or logo of the baby steps product/brand that appeared in the social media (9) 	o		o		o		o		o	
This baby steps product/brand has a differentiated image in comparison with the other products. (10) 	o		o		o		o		o	
 This baby steps product/brand has a good image (11)	o		o		o		o		o	
This baby steps product/brand is well established (12)	o		o		o		o		o	






Q24 How much do you usually spend per month on baby milk products for consumption?

Q24  Part A3: Information Sources and Digital App Related Behaviours



Q25 Which sources of information do you most frequently refer to when buying baby milk products? Please rate those sources in terms of level of reliability:





Q26 To what extent do you agree or disagree with the following statements:
	Strongly disagree (1)	Somewhat disagree (2)	Neither agree nor disagree (3)	Somewhat agree (4)	Strongly agree (5)
I am very competent in using digital app on mobile phone (1) 	o		o		o		o		o	
I am reluctant to install more app on my mobile phone (2) 	o		o		o		o		o	
I am very familiar with using app to place my order of purchase (3) 	o		o		o		o		o	
I like to use app to place my purchase orders for various products (4) 	o		o		o		o		o	


 
PART B.  IN-DEPTH INTERVIEW



Q27 To start with the interview, could you share the first three words that come to your mind when you think of baby milk? 

Q28 can you share your experiences or thoughts on using goat milk as an alternative to cow’s milk for infants?
Q29 What factors influenced your decision to choose goat milk over the other types of baby milk products  

Q30 What role do you believe goat milk plays in promoting the health and well-being of infants?
Q31 How do you educate yourself about the nutritional content and quality of the goat milk products you purchase for your baby  
Q32 Can you please picture yourself buying the best baby milk in your life? What the situation would be like? 

Q33 If you could describe your lifestyle in three words, what are those three words? 

Q34 What is your idealistic lifestyle, a lifestyle that you dream of and will work toward such lifestyle in the future? Can you describe one person that has such a lifestyle that is quite well-known? 
Q35 In your opinion, what are the necessary characteristics or capabilities of a baby milk connoisseur? 


Part C: Evaluation of The NIG NUTRITIONALS (Baby steps)

Q36 Have you heard of NIG NUTRITIONALS before?
Q37 When approximately did you hear about NIG NUTRITIONALS?
Q38 From which source did you hear about NIG NUTRITIONALS:




For those who have bought NIG NUTRITIONALS

Q39 When did you start buying from NIG NUTRITIONALS?
Q40 To what extent are you satisfied with the products you bought from NIG NUTRITIONALS, generally speaking?

Q41 Could you explain why you give the above answer? [Optional]

If the respondent has not brought NIG NUTRITIONALS products before:

Here is NIG Web page: Home | NiG Nutritional (nignutritionals.co.nz) 


A short description of NIG is as follows: 
NIG Nutritionals Limited, part of the New Image Group of companies since 1984, has been at the forefront of dairy-based nutrition for over for over 30 years to deliver our promise of safe and high-quality nutritional products. NIG Nutritionals is proud of its pioneering spirit and New Zealand heritage, placing it as a leading innovator, manufacturer, export and recipient of multiple export, business and science and technology awards. Using innovative technologies and ingredients backed by science, we aim to enhance the health and well-being of people throughout the world.

NIG Nutritionals is a New Zealand company at heart, sourcing only the best milk from across the country and maintaining its head office, dairy processing facility, manufacturing premises, packaging plant and Laboratory in the Auckland Region. NIG Nutritionals is proud to call New Zealand home. We have a range of customised products exported to customers in China, Vietnam, Malaysia, Thailand, Philippines, The middle East, Trinidad & Tobago and Australia. New Image Group also has a wholly-owned division call New Image Asia which markets similar high quality nutritional products in the direct-selling space

Q42 What are the first three words that come to your mind when you hear about and see these products? Could you explain why you think of those words?
Q43 What is some further information you would like to have about these products?
Q44 What are some concerns you might have about these products?

Q45 To what extent do you think you are interested in these products?

Q46 Have you sampled or taste-tested NIG products before?

Q47 What do you like most about the product? Anything that you dislike about it?

Q48 What sources of information would you need to check before deciding to buy NIG products? Check the top three sources you will refer to:
Q49 To what extent do you think you are likely to buy these products?
Q50 To what extent do you agree or disagree with the following statements:
	Strongly disagree (1)	Somewhat disagree (2)	Neither agree nor disagree (3)	Somewhat agree (4)	Strongly agree (5)
It is important to me to use product that have packaging that are sustainable (1) 	o		o		o		o		o	
I am willing to pay more for sustainable packaging products (2) 	o		o		o		o		o	
I am very confident I know which type of packing is better for the environment (3) 	o		o		o		o		o	
I prioritize product quality over the environment-friendly aspect of product packaging (4) 	o		o		o		o		o	
I will buy baby milk cans that are recyclable (5) 	o		o		o		o		o