A Questionnaire on Luckin Coffee?s Beverage Product Strategy for Young Consumers from 2020 to 2024

1.
What is your age group?
A. 18–20
B. 21–23
C. 24–26
D. 27–30
2.
What is your gender?
A. Male
B. Female
C. Prefer not to say
3.
What is your current status?
A. Student
B. Full-time employee
C. Part-time employee
D. Other
4.
What is your approximate monthly disposable budget for drinks or snacks?
A. Less than 200 RMB
B. 200–399 RMB
C. 400–599 RMB
D. 600 RMB or above
5.
How often do you usually buy ready-to-drink beverages such as coffee, milk tea or fruit tea?
A. Less than once a week
B. 1–2 times a week
C. 3–4 times a week
D. 5 or more times a week
6.
Based on your overall impression and experience during the period from 2020 to 2024, which statement best describes your relationship with Luckin Coffee products?
A. I bought Luckin drinks at least once a week
B. I bought Luckin drinks at least once a month, but less than once a week
C. I bought Luckin drinks less than once a month
D. I knew Luckin products, but never bought them
7.
Which representative Luckin product left the strongest impression on you?
A. Raw Coconut Latte
B. Orange C Americano
C. Sauce-flavoured Latte
D. Jasmine Milk Tea
E. Cheese Latte
F. I cannot remember clearly
8.
Which statement best describes your experience of Luckin Coffee’s coffee and non-coffee drink products?
A. I bought coffee products more often, and they were more attractive to me
B. I bought non-coffee products more often, and they were more attractive to me
C. I bought both types regularly, and both were similarly attractive
D. I tried both types, but neither had a clear advantage
E. I cannot judge clearly
9.
In which situation were you most likely to choose Luckin products?
A. Work or study refreshment
B. Daily casual drink purchase
C. Social sharing or trend-following
D. Promotion-driven purchase
E. Other
10.

Luckin Coffee offered a wide enough range of drink choices for young consumers.

Strongly disagree
Strongly agree
11.

Luckin Coffee maintained a relatively good balance in the attractiveness and variety of its coffee and non-coffee drink products.

Strongly disagree
Strongly agree
12.

Luckin Coffee’s flavour innovation was attractive to young consumers.

Strongly disagree
Strongly agree
13.

Luckin Coffee’s drink prices were acceptable for young consumers.

Strongly disagree
Strongly agree
14.

Luckin Coffee’s new product launches were frequent enough to keep consumers interested.

Strongly disagree
Strongly agree
15.

Luckin Coffee’s beverage product strategy increased my future purchase intention.

Strongly disagree
Strongly agree
16.

Luckin Coffee’s beverage product strategy made me willing to continue paying attention to its new products or brand activities.

Strongly disagree
Strongly agree
17.

In your opinion, what is the biggest strength or weakness of Luckin Coffee’s beverage product strategy? You may mention one specific product or one aspect such as variety, flavour, price or new product launches.

18.

Based on my overall impression during the period from 2020 to 2024, Luckin Coffee’s coffee and non-coffee drink products were not attractive enough to make me try them.

Strongly disagree
Strongly agree
19.

What was the main reason why you never bought Luckin Coffee products?

A. The coffee products did not match my taste preferences
B. The non-coffee products did not attract me enough
C. The prices were not attractive enough
D. The products were not different enough from other brands
E. I knew the brand, but did not feel a strong reason to try it
F. Other
20.

In your opinion, what is the main weakness of Luckin Coffee’s beverage product strategy, or what would make you more willing to try it?

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