Questionnaire: What Chinese consumers look for in a grocery store?

Q1:1. How often do you go grocery shopping? Select one of the following answers.

Q2:2. How much time do you usually spend in a supermarket?

Q3:3. What shopping method do you prefer when shopping for grocery?

Q4:4. How do you carry your items when shopping in the grocery store / supermarket?

Q5:5. How do you usually go to the supermarket?

Q6:6. Do you prefer to shop at local Chinese supermarkets or foreign supermarket brands in China?

Q7:7. If you chose option a, what is the reason? (Q6 Follow-up)

Q8:8. If you chose Option b, what is the reason? (Q6 Follow-up)

Q9:9. How often do you buy foreign premium goods (imported goods from Europe, like wine, cheese, etc.)?

Q10:10. What factors limit your purchases of foreign premium products? Rank from most important (= 1) to least important.

Q11:11. According to you, what are the most important attributes that a supermarket/grocery store should have? Rank from most important (= 1) to least important.

Q12:12. Rank your preference of foreign retail supermarket brands operating in China, from most preferred to least preferred.

Q13:13. On a scale from 1 to 5, how important is brand image when it comes to your choice of retail store? (1 = Not Important; 5 = Very Important)

Q14:14. On a scale from 1 to 5, are you more prone to buy a product advertised by a local popular influencer / celebrity? (1 = Not at all; 5 = Yes absolutely)

Q15:15. On a scale from 1 to 5, do you think having a membership card of a retail store brand would make you go to that retail store more frequently? (1 = Not at all; 5 = Yes absolutely)

Q16:16. On a scale from 1 to 5, do you think having a membership card of a retail store makes this brand an exclusive place? (1 = Not at all; 5 = Yes absolutely)

Q17:17. On a scale of 1 to 5, would you be willing to purchase a membership card if it allows you to access benefits (1 = Not at all; 5 = Yes absolutely)

Q18:18. On a scale of 1 to 5, do you think that having facilities like a restaurant in the store would enhance your shopping experience? (1 = Not at all; 5 = Yes absolutely)

Q19:19. What are the factors you think will help increase the brand reputation of a retail store brand? (rank from most important = 1 to least important)

Q20:20. What value pack items (in bulks) do you see yourself purchasing? (rank from the most to the least)

Q21:21. Where do you live?

Q22:22. Select your gender:

Q23:23. Select your age range:

Q24:24. Select your marital status:

Q25:25. Select your current profession situation:

Q26:26. Select your educational background

Q27:27. Select your current profession situation:

Q28:28. Select your annual income