Questionnaire on Luckin Coffee's Multi-Channel Promotional Strategies (Shanghai Consumers)

1. How familiar are you with Luckin Coffee's IP co-branding activities (e.g., collaboration with Moutai, Line Friends, Coconut Tree)?

￮ A. Very unfamiliar (never heard of)

￮ B. Unfamiliar (heard of but not clear about details)

￮ C. Slightly familiar (know a little about some activities)

￮ D. Familiar (know most of the co-branding activities)

￮ E. Very familiar (know all main co-branding activities and details)

2. To what extent does Luckin Coffee's IP co-branding activities attract you to purchase its products?

￮ A. Not attractive at all

￮ B. Slightly unattractive

￮ C. Neutral (neither attractive nor unattractive)

￮ D. Slightly attractive

￮ E. Very attractive

3. How do you evaluate the creativity of Luckin Coffee's IP co-branding products (e.g., co-branded drinks, peripherals)?

4. How often do you participate in Luckin Coffee's price promotion activities (e.g., 9.9 yuan per cup, coupon packages)?

￮ A. Never

￮ B. Rarely (less than once a month)

￮ C. Occasionally (1-2 times a month)

￮ D. Frequently (1-2 times a week)

￮ E. Very frequently (more than 3 times a week)

5. How do you evaluate the rationality of Luckin Coffee's price promotion intensity (e.g., discount range, coupon value)?

￮ A. Very unreasonable (too low discount/too difficult to obtain coupons)

￮ B. Slightly unreasonable

￮ C. Neutral

￮ D. Slightly reasonable

￮ E. Very reasonable (appropriate discount/easy to obtain coupons)

6. To what extent does Luckin Coffee's price promotion activities increase your purchase frequency?

7. How do you obtain Luckin Coffee's promotional information most often?

￮ A. Luckin APP/WeChat mini-program push

￮ B. Social media (Xiaohongshu, Douyin, WeChat Moments)

￮ C. Offline store posters/clerks' introduction

￮ D. Friends/colleagues' recommendation

￮ E. Other channels

8. How convenient is it for you to use Luckin Coffee's digital promotional tools (e.g., APP/mini-program coupons, membership points)?

￮ A. Very inconvenient (complicated operation, difficult to use)

￮ B. Slightly inconvenient

￮ C. Neutral

￮ D. Slightly convenient

￮ E. Very convenient (simple operation, easy to use)

9. How satisfied are you with the personalization of Luckin Coffee's digital promotional recommendations (e.g., recommending products based on your purchase history)?

10. How often do you participate in Luckin Coffee's offline promotional activities (e.g., in-store flash mobs, trial activities)?

￮ A. Never

￮ B. Rarely (less than once a month)

￮ C. Occasionally (1-2 times a month)

￮ D. Frequently (1-2 times a week)

￮ E. Very frequently (more than 3 times a week)

11. How attractive are Luckin Coffee's offline store promotional displays (e.g., posters, product displays) to you?

12. How do you evaluate the accessibility of Luckin Coffee's offline promotional activities (e.g., store location, activity time)?

￮ A. Very inaccessible (hard to reach/unsuitable time)

￮ B. Slightly inaccessible

￮ C. Neutral

￮ D. Slightly accessible

￮ E. Very accessible (easy to reach/suitable time)

13. To what extent do Luckin Coffee's multi-channel promotional activities enhance your understanding of the brand?

14. How likely are you to purchase Luckin Coffee's products because of its multi-channel promotional activities?

15. To what extent do Luckin Coffee's multi-channel promotional activities increase your willingness to repurchase?