MA HUILING-IMC plan (YSP524 Capstone Professional Project)

Outdoor Advertising

Appendix 9

Baidu Advertising

Appendix 10

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WeChat Friend Circle Advertising

Appendix 11
Xiaohongshu Share user-generated content

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Appendix 12

Website Idea

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Appendix 13

Survey Questionnaire
Part A - Acknowledgement & Consent
I am a graduate student in Integrated Marketing Communications at Universiti Sains
Malaysia (USM). In this investigation, I would like to study the customer loyalty and
its influencing factors of CreaTea's new tea drinks in Guiyang.
My participation in this study is voluntary, and I am completely free to decline
participation or withdraw from this study at any time.
( ) I understand that
Part B - Demographic
1. Please select the gender
( ) Male
( ) Female
( ) Prefer Not to Say

2. Please select your age range
( ) Under 18
( ) 18-25
( ) 26-35
( ) 30-34

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( ) 35-55

3. Your occupation is
( ) Student
( ) White collar
( ) Freelance
( ) Other

4. What is your monthly or living expenses (RMB)
( ) Less than 1000
( ) 1000-2000
( ) 2000-3000
( ) More than 3000

5. How often do you usually drink new-style tea beverage

( ) Usually
( ) Often
( ) Occasionally
( ) Never

6.What do you pay most attention to when you drink new-style tea beverage

( ) Taste
( ) Brand
( ) Service
( ) Price
( ) Other_______

7. Under what circumstances would you abandon Cretea for another brand
[Choose up to 3 items]
( ) Health issues
( ) Price increase
( ) Distance of stores
( ) Competitor's promotion
( ) Too long queues
( ) Service attitude becomes worse
Part C - Data on factors influencing customer loyalty
This section is to understand the impact of the variables of the brand "Cretea",
please fill in your real feelings. Which (strongly disagree - > strongly agree)

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8.Brand Image

(a) Brands with high reputation are more attractive to me to buy
( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree
(b) If the new-style tea beverage brand I care about comes out with a new
product, I will consider buying it
( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree
(c) I am concerned about the brand image of the new-style tea beverage brand
( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree
(d) The store design of the new-style tea beverage brand can stimulate my desire
to buy
( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree
(e) The brand logo of CreaTea is prominent and easy to attract my attention
( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree
(f) It is easy to know about CreaTea new-style tea beverage from various
channels
( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree

9.Service Quality

(a) I will buy new-style tea beverage according to the staff's service attitude

( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree

(b) A staff with good service attitude will make me desire to buy again

( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree

(c)When there is a problem with the product, the staff will solve it in time

( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree

(d)Staff will recommend new products to me

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( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree
(e) The service attitude is considerate and attentive
( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree
9. Product Price

(a) I am concerned about the price of new-style tea beverage brands
( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree
(b) I like new-style tea beverage with good price
( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree
(c) When the price of new-style tea beverage exceeds my budget, I will not buy
them
( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree
(d) The price of CreaTea is reasonable
( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree
(e) CreaTea products are good value for money
( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree
10. Product Quality

(a) I will choose to buy new-style tea beverage with good taste
( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree

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(b) I won't buy new-style tea beverage that don't meet my favorite taste

( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree

(c) CreaTea new-style tea beverage has a unique taste

( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree

(d) The variety of CreaTea new-style tea beverage is rich

( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree

(e) The real situation of CreaTea products is basically the same as the product
description

( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree
Part D - Customer loyalty
12.Customer Loyalty
(a) I really like the new-style tea beverage of the brand CreaTea
( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree
(b) I will repeatedly buy CreaTea's new-style tea beverage
( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree
(c) I would recommend buying CreaTea to my friends
( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree
(d) I will not consider buying other brands of new-style tea beverage at the
moment
( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree
(e) I agree with the brand, price, service and products of CreaTea new-style tea
beverage
( ) Disagree ( ) Strongly Disagree ( ) Neutral ( ) Agree ( ) Strongly agree

Appendix 14

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