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)?

￮ A. Very uncreative￮ B. Slightly uncreative￮ C. Neutral￮ D. Slightly creative￮ E. Very creative

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?

￮ A. Not at all￮ B. Slightly not￮ C. Neutral￮ D. Slightly increase￮ E. Greatly increase

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)?

￮ A. Very dissatisfied￮ B. Slightly dissatisfied￮ C. Neutral￮ D. Slightly satisfied￮ E. Very satisfied

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?

￮ A. Very unattractive￮ B. Slightly unattractive￮ C. Neutral￮ D. Slightly attractive￮ E. Very attractive

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?

￮ A. Not at all￮ B. Slightly not￮ C. Neutral￮ D. Slightly enhance￮ E. Greatly enhance

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

￮ A. Very unlikely￮ B. Slightly unlikely￮ C. Neutral￮ D. Slightly likely￮ E. Very likely

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

￮ A. Not at all￮ B. Slightly not￮ C. Neutral￮ D. Slightly increase￮ E. Greatly increase

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