Leshi Potato Chips Marketing Strategy Questionnaire

I am a student from Xianda College of Economics and Humanities, Shanghai International Studies University. This questionnaire aims to conduct a survey on Lay's potato chips, which is only for academic research purposes. Thank you for your participation.
*
1.
Your age :
Under 18 years old
18~25
26~30
31~40
41~50
51~60
Over 60 years old
*
2.
Your gender:
Male
Female
*
3.
Have you ever eaten Lay's potato chips?
Yes
No
4.
What channels do you usually use to buy Lay's potato chips?【多选题】
Large supermarkets
Convenience stores
Online platforms
Small grocery stores / campus shops
Other
5.
How influential are the following factors when you choose potato chips?
(Scale: 1–5, 1 = Not important at all, 5 = Extremely important)

12345
Flavor innovation
Flavor innovation
Price / cost performance
Price / cost performance
Brand popularity
Brand popularity
Packaging design (e.g., portability)
Packaging design (e.g., portability)
Promotional activities (e.g., buy one get one half price, free gifts)
Promotional activities (e.g., buy one get one half price, free gifts)
6.
Would you take the initiative to try Lay's China-exclusive limited-edition flavors (such as Spicy Crayfish, Zibo Barbecue flavor, etc.)?
yes
no
7.
What do you think of the pricing level of Lay’s potato chips among similar products?

Slightly high but acceptable
Moderate, comparable to competitors
Overpriced with low cost performance
Don’t care about price, value the brand more
8.
Do you often see Lay's advertisements or online promotions (e.g., Douyin, Bilibili)? How do these promotions affect your purchasing decisions?

Often see them and will make purchases because of them
Often see them, but they have no influence on me
Rarely see them; may try the product if I do
Never notice them at all
9.
What is your willingness to buy if Lay's launches a health-focused product line (e.g., low-fat, non-fried, reduced-salt)?
Very willing, will choose it first
Willing to try, depending on the flavor
Indifferent, still prefer the classic version
Unwilling; potato chips should be traditionally high in oil and salt
10.
What is your opinion on the packaging of Lay's potato chips (including single-serve bags, sharing packs, gift boxes, etc.)?

Easy to carry and suitable for different occasions
Stylish and attractive design
Packaging materials are not environmentally friendly enough
Net weight labeling is not clear enough
11.
What are the main reasons why you choose Lay's over other potato chip brands on the market (such as Pringles, Oishi, Kebike)?

【多选题】
More diverse flavors with frequent new launches
High brand trustworthiness
Crispier texture
Influenced by advertisements or celebrity endorsements
Easy to buy with wide availability of sales channels
Other
12.
Have you noticed that Lay's has collaborated with celebrities or popular IPs (such as Honor of Kings, Disney)?

Yes
No
13.
If yes, have these collaborations or celebrity endorsements improved your favorability towards Lay's or your willingness to purchase?
14.
In which scenarios are you most likely to buy Lay's potato chips? 【多选题】
Watching dramas / movies
Gatherings or parties with friends
Traveling / outdoor activities
Afternoon tea / work breaks
Festival gift-giving
Simply craving snacks
Other
15.
When buying Lay's potato chips, which of the following information do you usually pay more attention to? 【多选题】
Production date / shelf life
Nutrition facts (calories, fat, etc.)
Ingredient list (whether it contains additives)
Net weight / gramage
Promotion labels (e.g., "buy one get one free", "extra volume at no extra cost")
Flavor description
16.
Have you ever increased your purchase frequency or quantity of Lay's potato chips because of limited-time promotions (such as holiday sales and live-stream flash sales)?

Yes, frequently
Occasionally
No, promotions have no influence on me
17.
Would you recommend Lay's potato chips to your friends or family?

Definitely will recommend
Probably will recommend
Not sure
Probably won't recommend
Definitely won't recommend
18.
What do you think are the most needed improvements for Lay's potato chips in the Chinese market in the future?【多选题】
Lower prices
Launch more healthy options
Adopt more eco-friendly packaging
Offer more small-sized individual packs
Increase offline tasting activities
Improve online shopping and delivery experience
Other
问卷星提供技术支持
举报