Consumer survey questionnaire of McDonald's lower-tier market\n

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. MaleB.FemaleC. Other

2. Age group

A. Under 18B. 19–25C. 26–35D. 36–45E. Above 46

3. Monthly disposable income (after tax)

A. ≤ 2000 RMBB. 2001–4000 RMBC. 4001–6000 RMBD. 6001–10000 RMBE. ≥ 10001 RMB2. Price Sensitivity

4. How do you feel about McDonald’s overall price level?

A. Too expensive to acceptB. A bit expensive but acceptableC. Neutral / ReasonableD. Inexpensive with good value

5. How much does price influence your choice of McDonald’s?

A. Very strong influenceB. Strong influenceC. NeutralD. Little influenceE. Almost no influence

6. If McDonald’s overall prices increase by 10%, you will:

A. Significantly reduce consumptionB. Slightly reduce consumptionC. Almost no changeD. Not affected at all

7. I am price-sensitive and tend to choose cheaper fast-food restaurants.

1234567

8. Satisfaction with the taste of McDonald’s food

A. Very dissatisfiedB. DissatisfiedC. NeutralD. SatisfiedE. Very satisfied

9. Satisfaction with service efficiency and attitude

A. Very dissatisfiedB. DissatisfiedC. NeutralD. SatisfiedE. Very satisfied

10. The taste and service of McDonald’s are worth its price.

1234567

11. Have you tried McDonald’s localized products?

A. OftenB. Several timesC. Heard but not triedD. Never heard of them

12. Localized products fit local eating habits.

A. Not at allB. Not reallyC. NeutralD. Mostly fitE. Very fit

13. Influence of localized products on your repurchase intention

A. No influenceB. Little influenceC. NeutralD. Strong influenceE. Very strong influence

14. I will recommend McDonald’s to others because of localized products.

A. Definitely notB. Probably notC. NeutralD. Probably yesE. Definitely yes

15. Localized products make me more willing to visit McDonald’s frequently.

1234567

更多问卷复制此问卷