The Research on the Influence of Luckin Coffee Advertisements upon Chinese University Students’ Consumer Behaviors

Yuhan Cheng

doi:10.54691/bcpssh.v21i.3641

Authors

Yuhan Cheng

DOI:

https://doi.org/10.54691/bcpssh.v21i.3641

Keywords:

Consumer behaviour, Advertising strategy, Celebrity endorsement.

Abstract

Luckin Coffee is a recently emerging beverage brand on the Chinese mainland that is well-liked for its affordable but high-quality offerings. The target market for this brand is young people due to its brand positioning as professional, stylish, and youthful. Luckin Coffee sets up plenty of off-line stores and also develops its online business through WeChat applet. It uses a variety of advertising techniques to advertise their products. Concentration is placed on both the choice of the endorser and the location of the advertisement placement. The impact of the promotional approach on students' purchasing decisions in schools is the main topic of this essay. In order to discover the answer, quantitative research is done on university students, who are thought of as a representative of the youth group. The outcome shows that raw coconut latte, which has been heavily promoted through advertisements, is selected by the respondents as the top product. Meanwhile, celebrity endorsement has a significant impact on how people view products.

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