Abstract
Potato chip has become a popular foodstuff in China over the past years and Lay’s is a very successful brand in the field of potato chip. This article aims to investigate the popularity of Lay’s potato chip in XJTLU Y1 students and understand their perceptions about it. The methods employed included an anonymous survey finished by a questionnaire. More than half students observed students purchased Lay’s potato chip instead of other competitive brands. However, male respondents and female respondents do not have the exactly same perception about Lay’s chip.
Introduction
Potato chip has been an important part of salty snack food market in many English-speaking countries and numerous other Western nations for many years. Frito-Lay Trying New Snack Tactics (2012) claimed that in America, the salty snack market is worth $22 billion. Now it is becoming a famous snack food in China as well due to its various tastes and portable feature, especially in young people such as university students. In Chinese potato chip market, there are many brands competing, including local and abroad brands.
Lay’s is a famous brand of potato chip, belonging to Pepsi Company. Lay’s Chip was introduced into China in 1998. Until 2006, Lay’s market share had reached 40% and become the mainstay product of Pepsi in China. Lay’s has much advantage over other potato chip brands in China, especially in the field of brand loyalty. ‘Brand loyalty is the extent to which a customer will choose one product over another on a continual basis’ (Dias & Shah, 2009), which means that Lay’s brand will have continual influence on Chinese customers. Additionally, in 2009, lay’s company claimed that all the potato chips were locally made in the USA (Horovitz, 2009). In China, Lay’s is no doubt carrying out this strategy to consolidate its status in potato chip market.
Aim
The purpose of this research is to investigate Lay’s effect of propaganda and XJTLU Y1 students’ perceptions of Lay’s...
