Questionnaire on Chinese Consumers' Brand Perception, Purchase Intention and Satisfaction toward

Dear Participant, I am a student from South China Normal University International Business College, conducting a research project on Chinese consumers' perceptions of MUJI. This questionnaire takes about 3 minutes. All responses are anonymous and used solely for academic purposes. Thank you!

1. Which of the following options does your age group belong to

18 – 25 years old26 – 35 years old36 – 45 years old46 – 55 years old

2. What is your monthly disposable income (after necessary expenses)

Below ¥2000¥2001 – ¥5000¥5001 – ¥10000¥10001 – ¥20000¥20000 and above

3. How did you learn about MUJI

Offline MUJI storesOfficial websiteSocial media (Xiaohongshu, Weibo, Douyin, etc.)Word of mouthTV commercials / magazinesOthers

4. Which MUJI product categories have you purchased

ClothingLifestyle accessories (furniture, storage, kitchenware, bedding)Skincare & fragranceStationeryFoodNever purchased any

5. What is your overall impression of the MUJI brand

Very satisfiedSatisfiedAverageUnsatisfactoryVery dissatisfied

6. What do you like most about MUJI

Product designProduct qualityBrand philosophyPriceShopping experienceWide product rangeOthers

7. Which brand would you choose for lifestyle products

MUJINITORIIKEAMINISONetEase YanxuanOthers

8. Do you feel MUJI's prices are suitable for your income level

YESNO

9. How likely are you to repurchase MUJI products in the future

Very likelyLikelyNeutralUnlikelyVery unlikely

10. What is your personal recommendation for MUJI

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