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? 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)
Packaging design (e.g., portability)
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)?
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? 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? 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? 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