Leshi Potato Chips Marketing Strategy Questionnaire

Your gender:

Male

Female

Have you ever eaten Lay's potato chips?

Yes

What channels do you usually use to buy Lay's potato chips?【多选题】

How influential are the following factors when you choose potato chips?

(Scale: 1–5, 1 = Not important at all, 5 = Extremely important)

	1	2	3	4	5
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)

Would you take the initiative to try Lay's China-exclusive limited-edition flavors (such as Spicy Crayfish, Zibo Barbecue flavor, etc.)?

yes

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

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

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

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】

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?

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】