1. How often do you go grocery shopping? Select one of the following answers.
Everyday
Every other day
A few times per week
Once a week
Other : (please specify: free text)
2. How much time do you usually spend in a supermarket?
Less than 15 minutes
More or less than 30 minutes
30 minutes - 1 hour
Over 1 hour
3. What shopping method do you prefer when shopping for grocery?
Go to the supermarket physically
Online grocery store (purchase online)
Mix of both
4. How do you carry your items when shopping in the grocery store / supermarket?
By hand
With a basket
With a caddie
5. How do you usually go to the supermarket?
Public transport (bus, tramway…etc.)
By foot / walking
By bike
By car
6. Do you prefer to shop at local Chinese supermarkets or foreign supermarket brands in China?
a. Prefer Chinese supermarket brands
b. Prefer Foreign supermarket brands
c. No preference in particular
7. If you chose option a, what is the reason? (Q6 Follow-up)
8. If you chose Option b, what is the reason? (Q6 Follow-up)
9. How often do you buy foreign premium goods (imported goods from Europe, like wine, cheese, etc.)?
Everyday
Every other day
A few times per week
Once a week
one time a month
1x/month
Less than 1x/month
Never
10. What factors limit your purchases of foreign premium products? Rank from most important (= 1) to least important.
Quality of products
Higher prices
Not familiar with the products
Retail brand’s CSR engagement
Delivery times
Complicated access to products
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.
Large selection / variety of products
Low price
Convenient location / proximity to home
Cleanliness in store
A place to eat inside of the store
Product quality
Friendliness / availability of staff
Healthy food option availability
Sample testing / product demonstration by staff
Large in-store space / wide aisles
Parking facilities
Online-shopping possibility
12. Rank your preference of foreign retail supermarket brands operating in China, from most preferred to least preferred.
Tesco
Carrefour
Metro
Walmart
Auchan
Costco
Sam’s Club
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)
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)
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)
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)
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)
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)
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)
Quality of products
Low prices
A sense of belonging (membership card)
Retail brand’s CSR engagement
Having strong local brand ambassadors
The shopping experience
Having more healthy options in product selection
20. What value pack items (in bulks) do you see yourself purchasing? (rank from the most to the least)
toilet paper
grocery
cleaning supplies
health
clothing
21. Where do you live?
In city-center
In the suburbs
In rural areas
23. Select your age range:
12-17
18-24
25-34
35-44
45-54
55-64
+65
24. Select your marital status:
Single
In a relationship
Married
Divorced
25. Select your current profession situation:
Full-time Student
Student and working part-time
Working full-time
Unemployed
Retired
26. Select your educational background
Elementary, Junior or High School
Undergraduate
Postgraduate
27. Select your current profession situation:
Full-time Student
Student and working part-time
Working full-time
Unemployed
Retired
28. Select your annual income
Under 25,000 yuan (3,750$)
25,001 – 40,000 yuan (3,750$ - 6,000$)
40,001 – 100,000 yuan (6,000$ - 15,000$)
100,001 – 200,000 yuan (15,000$ - 30,000$)
200,000 yuan (30,000$)