Consumer Perceptions and Behaviors Regarding McDonald's Pricing in China\n\n
1. Have you purchased from McDonald's in mainland China within the past 3 months?
yes
no(If selected, the survey will end with a thank you message.)
2. On average, how often do you purchase from McDonald's?
Several times a week
Once a week
2-3 times a month
Once a month or less
3. Which of the following McDonald's product categories have you purchased in the past 6 months? (Select all that apply)
Core Value Meals / Combos (e.g., McValue Lunch)
Limited-Time / Signature Burgers
McCafé beverages (coffee, tea）
McCafé pastries or desserts
Breakfast items
Desserts ＆ Snacks (e.g., Apple Pie)
4. McDonald's regular meal combos (e.g., burger, fries, drink) offer good value for money.
Strongly Disagree
1
2
3
4
5
Strongly Agree
5. The "Value Picks" or "1+1=12" type promotions are a primary reason for me to choose McDonald's over other fast-food options.
Strongly Disagree
1
2
3
4
5
Strongly Agree
6. I perceive McCafé beverages (e.g., lattes) as a premium product compared to McDonald's core burger menu items.
Strongly Disagree
1
2
3
4
5
Strongly Agree
7. I am willing to pay a higher price for McDonald's limited-time or "Signature" burgers compared to their regular burgers.
Strongly Disagree
1
2
3
4
5
Strongly Agree
8. Thinking about your most recent purchase, which was the MOST important factor in your choice?
Price / Promotion
Convenience / Location
Craving for a specific product
Speed of service
Habit / Routine
Other
9. How important are mobile app offers (coupons, member discounts) in your decision to purchase from McDonald's?
Not important at all
Slightly important
Moderately important
Very important
Extremely important
10. Please select your age group:
Under 18
18～24
25～34
35～44
45 or above
11. Please select the city tier of your primary residence:
Tier-1 City (e.g., Beijing, Shanghai)
Tier-2 City (e.g., Chengdu, Hangzhou)
Tier-3 City or below
I prefer not to say
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