Consumer survey questionnaire of McDonald's lower-tier market

7-point Likert Scale:
1 = Strongly Disagree
2 = Disagree
3 = Slightly Disagree
4 = Neutral
5 = Slightly Agree
6 = Agree
7 = Strongly Agree
*
1.
Genders
A. Male
B.Female
C. Other
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2.
Age group
A. Under 18
B. 19–25
C. 26–35
D. 36–45
E. Above 46
*
3.
Monthly disposable income (after tax)
A. ≤ 2000 RMB
B. 2001–4000 RMB
C. 4001–6000 RMB
D. 6001–10000 RMB
E. ≥ 10001 RMB
2. Price Sensitivity
*
4.
How do you feel about McDonald’s overall price level?
A. Too expensive to accept
B. A bit expensive but acceptable
C. Neutral / Reasonable
D. Inexpensive with good value
*
5.
How much does price influence your choice of McDonald’s?
A. Very strong influence
B. Strong influence
C. Neutral
D. Little influence
E. Almost no influence
*
6.
If McDonald’s overall prices increase by 10%, you will:
A. Significantly reduce consumption
B. Slightly reduce consumption
C. Almost no change
D. Not affected at all
*
7.
I am price-sensitive and tend to choose cheaper fast-food restaurants.
1
2
3
4
5
6
7
*
8.
Satisfaction with the taste of McDonald’s food
A. Very dissatisfied
B. Dissatisfied
C. Neutral
D. Satisfied
E. Very satisfied
*
9.
Satisfaction with service efficiency and attitude
A. Very dissatisfied
B. Dissatisfied
C. Neutral
D. Satisfied
E. Very satisfied
*
10.
 The taste and service of McDonald’s are worth its price.
1
2
3
4
5
6
7
*
11.
Have you tried McDonald’s localized products?
A. Often
B. Several times
C. Heard but not tried
D. Never heard of them
*
12.
 Localized products fit local eating habits.
A. Not at all
B. Not really
C. Neutral
D. Mostly fit
E. Very fit
*
13.
Influence of localized products on your repurchase intention
A. No influence
B. Little influence
C. Neutral
D. Strong influence
E. Very strong influence
*
14.
I will recommend McDonald’s to others because of localized products.
A. Definitely not
B. Probably not
C. Neutral
D. Probably yes
E. Definitely yes
*
15.
Localized products make me more willing to visit McDonald’s frequently.
1
2
3
4
5
6
7
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