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A
Research Project Report
on
A Study of Factors Influencing Consumer Perception
Towards McDonalds
Submitted to
Dr. A.P.J. Abdul Kalam Technical University, Lucknow
(Formerly-Uttar Pradesh Technical University)
for the partial fulfillment of
Master of Business Administration
2015-17
Submitted To: Submitted By:
Prof.Namita Nath Kumar Mansi Dhingra
(Assistant. Professor) (1582070035)
AKGIM, Ghaziabad
AJAY KUMAR GARG INSTITUTE OF MANAGEMENT
27th K.M Stone, NH 24, Delhi Hapur Bypass Road, Adhyatmik Nagar,
Ghaziabad-201009 (U.P.)
DECLARATION
I hereby declare that the project work entitled on “A Study of Factors Influencing
Consumer Perception Towards McDonalds” submitted to the Ajay Kumar Garg
Institute of Management, is a record of an original work done by me under the guidance
of Prof. Namita Nath Kumar (Faculty MBA) A.K.G.I.M, GHAZIABAD.
The project embodies the result of original work and studies carried out by me and the
contents of the project do not form the basis for the award of any other degree to me. I
have expressed my feelings in my own simple way. I hope who goes through it will find
interesting and worth reading.
Mansi Dhingra
(1582070035)
ACKNOWLEDGEMENT
One of the most pleasant aspects of writing an acknowledgement is the opportunity to
thank all
those who have contributed to it. Unfortunately, the list of expression of gratitude no
matter how
extensive- is always incomplete and inadequate. This acknowledgement is no exception.
I wish to express my sincere gratitude to Under super vision of Prof. Namita Nath
Kumar AKGIM, GHAZIABAD for giving me an opportunity to do the project and
providing me all support and guidance which made me complete the project on time. I am
extremely grateful to her for providing such a nice support and guidance. Because of her
inspiring guidance, motivation, positive criticism, continuous encouragement and
untiring supervision this work could be brought to its present shape.
I would like to thank all of them who in one way or the other have helped me.
Mansi Dhingra
(1582070035)
TO WHOM SO EVER IT MAY CONCERN
This is to certify that work entitled “A Study of Factors Influencing Consumer
Perception Towards McDonalds” is a Research Project Report work done by MANSI
DHINGRA bearing Roll No. 1582070035 Under my supervision for partial fulfillment
of Master of Business Administration (MBA) at Ajay Kumar Garg Institute of
Management, affiliated to Dr. A.P.J. Abdul Kalam Technical University, U.P., Lucknow
(Formerly Uttar Pradesh Technical University).
I wish her all the best for the future endeavors.
PROF.NAMITA NATH KUMAR
ASSISTANT PROFESSOR
AKGIM, Ghaziabad
LIST OF TABLES
S.No. Title Page No.
1. Table -1 3
2. Table -2 4
3. Table -3 4
4. Table -4 27
5. Table -5 49
6. Table -6 50
7. Table -7 51
8. Table -8 52
9. Table -9 53
10. Table -10 54
11. Table -11 55
12. Table -12(a) 56
13. Table -12(b) 57
14. Table -12(c) 58
15. Table -12(d) 59
16. Table -12(e) 60
17. Table -12(f) 61
18. Table -12(g) 62
19. Table -12(h) 63
20. Table -13 64
21. Table -14 65
22. Table -15 66
LIST OF GRAPHS/CHARTS
S.No. Title Page No.
1. 15
2. Figure -1 50
3. Figure -2 51
4. Figure -3 52
5. Figure -4 53
6. Figure -5 54
7. Figure -6 55
8. Figure -7 56
9. Figure -8 57
10. Figure -9 58
11. Figure -10 59
12. Figure -11 60
13. Figure -12 61
14. Figure -13 62
15. Figure -14 63
16. Figure -15 64
17. Figure -16 65
18. Figure -17 66
EXECUTIVE SUMMARY
The aim of this dissertation is to investigate the factors that are influencing consumer
decision-making process in relation to fast food restaurant industry (McDonalds). It
further aims to examine how McDonalds is responding to changing environment and
consumer behavior.
This is important and at the same time interesting to observe such topic, because of the
high profile political and public debate on obesity and other health issues that is being
currently faced in today’s scenario.
TABLE OF CONTENTS
S.No. Title Page No.
1. List of Tables
2. List of Graph/Charts
3. Executive Summary
PART-1
5. Introduction to the project 16
6. Review of Literature 31
7. Objectives of Study 45
8. Research Methodology 46
10. Data Analysis & Interpretation 48
11. Findings 67
12. Conclusion 68
13. Recommendation 69
14. Limitations of the Study 70
15. Bibliography 71
16. Annexure 74
INTRODUCTION
The food service industry is broadly divided into two sectors, the organized sector and
the unorganized sector. The former include food court, retail food chain, etc, while the
latter include dhabas and roadside stalls. The organized sector is mainly recognized by its
ambience, hygiene and quality of food and services. India has witnessed an exponential
rise in the per capita income during the last decade. The rise in income levels and the
changing lifestyle of generation Y and Z, has made junk food an inextricable part of their
life. Consuming food in a superior food retail outlet has become comprehensible to the
general public. Although, the density of fast food chains in the developing countries is
less as compared to developed countries, there is an obvious increase in the number of
food outlets in India during the last decade.
Further, globalization and modernization has redefined the Indian fast food industry. The
burgeoning middle class, rise in urbanization and increasing youth spending has added
new dimensions to the growth of franchising business. The concept of franchising is
deep-rooted in the minds of potential entrepreneurs. Franchising provides an opportunity
to young enterprising persons to undertake a business venture. The leading sector where
franchise model is gaining popularity includes education and training, food and
beverages, apparels, beauty and salons, entertainment, healthcare fitness and so on. The
food franchise industry in India is highly geared towards expansion path. Franchising is
reckoned as the fastest and the cheapest route of brand popularization. The ability to
stretch customer base is a function of exhaustive market research, often undertaken by
identifying the needs and expectations of customers and satisfying their demands. High
and frequent customer traffic is a unique characteristic of food franchising. The increase
in mall culture has enabled the food and beverages industry to gain momentum. The
penetration and outreach of food franchise in different parts of various cities is linked
with the development of the economy, as it strongly indicates the rise in purchasing
power of the consumers.
There has been a significant change in the consumption pattern of the young generation.
While frequent visits to a particular food outlet often depend on the factors like taste,
ambience, quick service etc, approximately 10 percent of the customers visited the outlet
not out of choice but due to its convenient location. Ninety percent of the customers
choose a food outlet on the basis of their past experiences. Nevertheless, the role of
advertising and marketing in increasing the number and frequency of visits of customers
cannot be denied.
The present study aims to analyze the consumer perceptions of fast food franchisee,
McDonalds which has registered immense growth in the last decade. Consumers
perception is considered as a pivotal determinant of the frequency of visit to a the
consumer attitudes towards fast food and to analyse the impact of foreign chains on the
emerging fast food preferences in India. The growth of franchise depends upon its
popularity amongst the consumers, and consumers perception depends upon various
factors like price, quality etc. The research will unearth the factors responsible for the
satisfaction of customers of McDonald‟s Further, the research also determines the buying
behaviour of consumers in context with products of McDonalds.
McDonald's is a pioneer in the fast food industry and today world leader in the sector.
The company has over 31,000 fast food restaurants in over 120 countries. In 2003 the
company was loosing money for the fist time in its five-decade history, as it was
serving mainly greasy food and therefore fuelling obesity epidemic. Moreover the
company was loosing important consumers trust due to release of the documentary
‘Super size me’ and critical book ‘Fast food nation’. However, McDonalds introduced
healthier menus and just recently it has announced that its sales had rocketed, sending its
shares soaring to a six year high.
Food diversity in India is an implicit characteristic of India’s diversified culture
consisting of different regions and states within. Traditionally, Indians like to have home-
cooked meals – a concept supported religiously as well as individually.
However, with times due to increasing awareness and influence of western culture, there
is a slight shift in food consumption patterns among urban Indian families. It started with
eating outside and moved on to accepting a wide variety of delicacies from world-over.
Liberalization of the Indian economy in the early 1990s and the subsequent
entry of new players set a significant change in lifestyles and the food tastes of Indians.
Fast food is one which gained acceptance of Indian palate after the multinational fast
food players adapted the basic Indian food requirements viz. vegetarian meals and
selected non-vegetarian options excluding beef and pork totally from their menu.
Multinational fast food outlets initially faced protests and non-acceptance from
Indian consumers. This was due to primary perception that these fast food players serve
only chicken and do not serve vegetarian meals. In addition, fast food is perceived
expensive besides being out-of-way meals in Indian culture. Today, fast food industry is
getting adapted to Indian food requirements and is growing in India. It is
gaining acceptance primarily from Indian youth and younger generations and is
becoming part of life. Keeping in view the Indian habits and changing preferences
towards food consumption, this study has its focus to understand the factors affecting the
perception of Indian youth, in the age group of 20-30 years, towards consumption of
fast food as well as towards making choice of fast food outlets.
Fast food from onion rings to double cheeseburgers, fast food is one of the world’s fastest
growing food types. Fast foods are quick, reasonably priced, and readily available
alternatives to home cooked food. While convenient and economical for a busy lifestyle,
fast foods are typically high in calories, fat, saturated fat, sugar, and salt.
After the liberalization policy that came in force in 1991, fast food industry grown in
India as multinational fast food providers have set up their business either jointly with
Indian partners or independently. McDonald’s signed two joint ventures – one with Amit
Jatia and another one with Vikram Bakshi in April 1995. The first outlet was
opened in New Delhi. It has 50 outlets in North India and 76 in total all over India till
2010.
This model emphasizes the interrelationships between knowing, feeling and doing. The
tri-component attitude model helps to explore and gauge consumers’ attitudes towards
attitude object fast food. When such model applied to the questions, the outcome might
give author greater insight regarding knowledge and perceptions (about the fast food),
emotions or feelings (toward the fast food) and finally likelihood or tendency (of certain
behaviour).
In this sequence, the consumer does not initially have a strong preference for one brand
over another, but instead acts on a basis of limited knowledge and then forms an
evaluation only after the product has been purchased or used. Under these conditions
consumers are influenced by principles of behavioural learning.
PEST Framework
The external environment will be analysed with the PEST framework, which categorized
environmental influences into four main types: political/legal, economic, socio-cultural
and technological .This framework will help to analyse the macro environmental
influences that might affect the organization. In addition it will provide an overview of
the environment in which McDonalds is evolving.
The use of this framework is useful only when you apply the potential impact of factors,
now and in future affecting the industry, rather than just a long list of influences itself.
Having said that, we mean factors that have potential impact on customers and
stakeholders. It is of vital importance that one identifies the key drivers of change, as they
will provide a better understanding of the main issues that are currently facing the
industry and how these might affect the future of the business within the particular
industry. Nevertheless, not all factors will have the potential impact, thus combined effect
of some of the factors is likely to be the
most important.
McDonalds food is not as fat and caloric comparing to other food (in some instances even
less caloric and fatty). However, participants still associated fast food with ‘junk food’
and therefore simultaneously related it to fat, greasy and unhealthy food, which then have
negative impact on the perception of such food.
Group expressed mix feelings and emotions towards fast food (McDonalds). While some
participants absolutely loved it, others totally hated it. One participant put this reason for
going to McDonalds: “I’m dying of hunger and nothing else is available.” Other
participant said: “It comes once in a while, you know as it’s like something driving me
there, it’s when you have a crave, then I go and eat in McDonalds”. This statement may
suggest that eating such food comes as an eager desire.
The majority of participants described eating in such restaurants as convenient: “It’s
convenient and cheap, you can go in McDonalds and eat for three pounds three burgers,
where else can you do that”? Despite the fact that group described fast food as unhealthy,
they still go and eat there, although not very often. Perhaps the frequency of eating in
such restaurants is also associated with risk perception. Participants are aware of poor
nutritious of fast food and links with obesity related diseases. Maybe they link such
products with risk.
McDonalds could result in laugher of my colleagues, since they might perceive it as
something cheap, unhealthy and low-class.
McDonalds tries to reduce consumers’ perceived risk by providing information about
their products. On their website everyone can have a look what ingredients each product
consists of. They strive to show customers that their burgers are not as bad as majority
might think. They also argue that McDonald’s “highly quality food is made out of best
raw ingredients”.
PRODUCTS OF MC DONALDS ALL OVER THE WORLD
Main McDonalds Menu
Big Mac
Big N Tasty
Big N Tasty w/ Cheese
Quarter Pounder w/ Cheese
Double Quarter Pounder w/ Cheese
Crispy Chicken
Chicken Mc Grill
Filet-O-Fish
Double Cheeseburger
Cheeseburger
Hamburger
Chicken Mc Nuggets (4)
Chicken Mc Nuggets (6)
Chicken Mc Nuggets (9)
Mc Salad Shaker Chef Salad
Mc Salad Shaker Garden Salad
Mc Salad Shaker Grilled Chicken Caeser Salad
Main McDonalds Side Dish Menu
Small French Fries
Medium French Fries
Large French Fries
Super Size French Fries
Main McDonalds Breakfast Menu
Egg Mc Muffin
Sausage Mc Muffin
Sausage Mc Muffin w/ Egg
Bacon, Egg & Cheese Biscuit
Sausage Biscuit
Sausage Biscuit w/ Egg
Ham, Egg & Cheese Bagel
Sreak, Egg & Cheese Bagel
Spanish Omelet Bagel
Sausage Breakfast Burrito
Big Breakfast
Deluxe Big Breakfast
Hotcakes & Sausage
Apple Danish
McDonalds Dessert Menu
Baked Apple Pie
Strawberry Sundae
Hot Fudge Sundae
Hot Caramel Sundae
Vanilla Reduced Fat Ice Cream Cone
Oreo Mc Flurry
M & M Mc Flurry
Butterfinger Mc Flurry
Fruit n Yogurt Parfait
Fruit n Yogurt Parfait - snack size
McDonald land Cookies
Fresh Baked Cookies
McDonalds Beverage Menu
Thick n Creamy Shake - Vanilla, Chocolate or Strawberry
Coca-Cola, Diet Coke or Sprite
Coffee
Tea
Orange Juice
1% Milk
Various Attributes of a Fast Food Industry are:
(1) Service speed.
(2) Price.
(3) Hygiene.
(4) Seating space.
(5) Food taste.
(6) Variety.
(7) Ambience.
LITERATURE REVIEW
Solomon (2006, p.27) consumer behaviour is the study of the processes involved when
individuals or groups select, purchase, use or dispose of products, services, idea or
experiences. Consumer behaviour focuses on how individuals make decisions to spend
their available resources on consumption related items. That includes what they buy, why
they buy,when they buy, where they buy it, how often they buy it how often they use it,
how they evaluate it after they purchase and the impact of such evaluations on future
purchases, and how they dispose it.
Ajzen (1998) the attitudes are the first determinant of behaviour intention. In consumer
behaviour context attitude is a learned predisposition to behave in a consistently
favourable or unfavourable way with respect of a given object. There is a general
agreement that attitudes are learned. This means that attitudes relevant to purchase
behaviour are formed as a result of direct experience with the product, word-of-mouth
information acquired from others, or exposure to mass media advertising. Internet etc.
(O’Neill, 2006)Fast food is regarded as “food, as hamburgers, pizza, or fried chicken,
that is prepared inquantity by a standardized method and can be dispensed quickly at
inexpensive restaurants for eating there or elsewhere”.
(Boseley, 2006) The most recent research has shown that being overweight or obese is
now the norm in the UK, with figures released by the government showing that two-
thirds of men and almost 60% of women are unhealthily heavy.
(Euromonitor, 2006)McDonald's Corporation was the leading fast food outlet in the UK
in 2004, with an 18.3% value share and a clear lead over its nearest rivals KFC (owned
by Yum Brands) and Burger King.
Name of the company Market share (%)
McDonald's Corp 18.3
Yum! Brands Inc 8.4
Burger King Corp 8.3
Pret a Manger Europe Ltd 1.4
Compass Group Plc 1.2
Nando's Group Holdings Ltd 0.8
Schiffman and Kanuk, 2004, p.581The consumer decision to purchase or not to
purchase the product is crucial for marketers. It can signify whether the marketing
strategy has been wise, insightful, and effective, or whether was poorly planned and
missed the mark. Hence marketers are particularly interested in such process.
Verbeke (2005) recognizes that at any point in time throughout the decision-making
process, judgements and choices are affected by a variety of stimuli from environment as
well as by internal process and characteristics form the consumers themselves.
and on a review of factors affecting food acceptance and behavior.
Schroeder and McEachern (2005), who were analysing the impact of McDonald’s and
KFC’s corporate social responsibility (CSR) on consumers purchasing behaviour, authors
propose that purchases of fast food are mostly impulsive, hence suggesting relatively
low-involvement in each case.
Brown, McIlveen and Struggnel (2000) examined the nutritional awareness and food
preferences among young consumers. They suggest that young consumer decisions
regarding food preferences are influenced by nutritional awareness knowledge. This
knowledge is acquired within the home, school and social environments. They also put
forward that education plays important role regarding healthy eating.
Verbeke (2005), who examined the influences on consumer decision-making process
towards fresh meat, the hierarchy of effects indicates the different mental stages that
consumer must go through when making buying decision and responding to marketing or
non-commercial messages. In our instance, where the attitude object is fast food, plus
taking into account that fast food is considered to be low involvement product, the low
involvement hierarchy of effects would occur.
Verbeke (2005) recognizes that along with increasing importance of quality,
organoleptic and sensory properties of the food, issues relating to food safety and human
health have gained considerable attention and importance. All above links well to
attitudes that consumers will have with fast food products and companies.
Goldsmith, Freiden and Henderson (1997) suggest that the influence of values may not
be limited just to high- involvement areas, but may also be relevant to less involving
product fields such as food.
(Grunet, 2001, cited by Verdume and Viaene, 2003). When perceived risk is high, that
influence negatively on consumer’s purchase intention. That might be linked to fast food
as well, as eating fatty food may be risky of suffering obese related diseases.
Kim (2005) who was investigating how product involvement and values interact with
consumers, more current research examines consumer involvement under working
assumptions that different types of product involvement trigger different behaviour.
Brown, McIlveen and Struggnel (2000) examined the nutritional awareness and food
preferences among young consumers. They suggest that young consumer decisions
regarding food preferences are influenced by nutritional awareness knowledge. This
knowledge is acquired within the home, school and social environments. They also put
forward that education plays important role regarding healthy eating.
Baltas (2001, cited by Schroeder and McEachern 2005) acknowledge that the nature
of fast food production and processing is becoming more important to consumer.
Harper and Makatouni (2002), note that ethical production in terms of animal and
human welfare and environmental protection are of greatest importance.
Mohr et al. recognize that information regarding firm’s ethical behaviour is thought to
influence product sales and consumers’ overall image of a company.
Goldsmith, Freiden and Henderson (1997) who investigated the impact of social
values on food related attitudes, recognize that marketers, consumer psychologists and
public policy makers have an interest in the personal and social values of consumers as
these deeply held feelings of what is important in life influence both consumer attitudes
and behaviour. Reflecting desired end states or ways of living, values might in part
represent some of the fundamental motives that drive and direct the consumer behaviour.
Homer and Kahle 1988,) suggest that the influence of values may not be limited just to
high- involvement areas, but may also be relevant to less involving product fields such as
food.
Verdume and Viaene (2003) investigated consumers’ beliefs, attitudes and purchase
intentions with regards to genetically modified food. Attitudes towards GM food are
determined by perception of risk and benefits.
(Grunet, 2001,). When perceived risk is high, thatinfluence negatively on consumer’s
purchase intention. That might be linked to fast food aswell, as eating fatty food may be
risky of suffering obese related diseases.
Vignali (2001) applied 7Ps analysing the marketing mix of McDonald’s in the following
way:
1. Product – features, quality, quantity.
2. Place – location, number of outlets.
3. Price – strategy, determinants, levels.
4. Promotion – advertising, sales promotion, public relations.
5. People – quantity, quality, training, promotion.
6. Process – blueprinting, automation, control procedures.
7. Physical – cleanliness, decor, ambience of the service.
Laurent and Kapferer recognize that the degree of consumer involvement in a product
category has become a major factor relevant to advertising and promoting strategies.
Kara et al. (1995) has presented the consumers’ perceptions of and preferences for fast-
food restaurants in the US and Canada. According to their study, the consumers in the
age of 12 to 24 years look for variety, price, delivery service and location in America and
for price and novelties in Canada. In the age group of 46 years to above 55 years
cleanliness, nutritional value, quality and taste are considered by Americans and
preference is given to nutritional value and seating capacity by Canadians in identifying
fast food restaurants.
Davies and Smith (2004) have analysed the importance of nutritional values of fast food
and also information printed/disclosed by the fast food providers in London.
McNeal et al. (1980), respondents felt that meals were moderately nutritious and a good
food buy, but they were fattening and contained harmful additives. These findings further
indicate that although the consumers perceive the nutritional aspects of fast food meals to
be important, they often ignore the
aspects in practice.
Adams’ (2005) paper outlines the bases for establishing fast food industry responsible for
obesity as articulated in litigation against fast food chains in U.S.
Barker (2006) indicates that Indians are facing the problem of obesity and among kinds
of food – fast food is one of the reasons for the same. However, there is gap of a
particular research in Indian context to have a link between the health problems and fast
food consumption.
Laroche and Parsa (2000) found that that people decide to choose fast food restaurant
because they like the taste and prefer instant satisfaction of their taste buds. Fast food
restaurant include a wide range of quick and fast service, brands and take only short
period to serve it.
Drewnowski and Spectre, (2000) contends that one of the factor that influences
consumption of fast food is by socio-economic status. There is a difference between
people who have high income with people who is have low income. Usually people with
low economic status prefer roadside stalls which are inexpensive; hygiene is not a
criterion for them. On the other hand, high income people select branded restaurants as
hygiene and nutrition both the factors are important for them.
Herman and Polivy, (1984) emphasizes that one factor that influences the choice of fast
food restaurants depends upon whether they are from rural area or urban area. He
observed that as the density of fast food restaurants is low in rural areas the consumption
of fast food in retails outlet is less.
Bender and Bender (1995) as a“general term used for a limited menu of foods that lend
themselves to
production-line techniques; suppliers tend to specialize in products such as hamburgers,
pizzas, chicken, or sandwiches”.
Data Monitor’s (2005) survey the fast food market is defined as the sale of food and
drinks for immediate consumption either on the premises or in designated eating areas
shared with other foodservice operators, or for consumption elsewhere.
Merriam-Webster online dictionary fast food is“designed for ready availability, use, or
consumption and with little consideration given to quality or significance”.
Veseth (2005), further states that the major reason of progressive performance of
McDonalds is based of its brand value that it created and maintained in its entire period
of product and service performance.
Expenditure on eating out by sector (growth): 2012- 2015
2010-2015 Nominal 2010-2015 Real
Cafés/bars 5.07 -3.14
5.07 3.14
Full-service restaurants 3.65 4.56
Fast Food 40.53 32.33
100% home delivery/take-
away
10.76 2.55
Self-service cafeterias
20.84 12.63
Street stalls/kiosks
14.47 6.26
TOTAL
19.32 11.11
McDonald's Corporation was the leading fast food outlet in the UK in 2014, with an
18.3% value share and a clear lead over its nearest rivals KFC (owned by Yum Brands)
and Burger King. (Euromonitor, 2006b)
( Blackman,2006) Obesity is a major risk factor linked to heart disease, cancer, and type
2 diabetes. It reduces life expectancy by an average of nine years, and by more in
smokers. Apart from the human cost to the individual, there is a direct cost of obesity to
the nation. The Government has calculated that the overall cost of obesity to the National
Health Service is around £1 billion (2006), with a further £2.3 billion to £2.6 billion for
the economy as a whole. It warns that if obesity continues to increase, the cost to the
economy alone could rise to £3.6 billion by 2010, plus at least £1 billion on the NHS bill.
(Blackman, 2005) In 2004 the UK Department of Health released an extensive White
Paper on “Choosing health: Making healthy choices easier” that makes several
recommendations for UK policy on diet and health. (Blackman, 2005)
Processed foods will be clearly labelled to indicate fat, sugar and salt content,
using a ‘traffic light’ system (e.g. red light for foods high in sugar, fat or salt).
An independent task force will be set up to look at the best ways to prevent and
treat obesity.
Emphasis will be placed on the role of schools, which will be tasked with
providing healthier meals, free fruit and sport both within and outside of school
hours.
The way in which foods are advertised to children will be investigated, with a
view to voluntary restrictions, or possibly legislation, on “junk food” adverts.
(Telegraph, unattributed, 2006) Fat tax ,Another policy to tackle the rising incidence of
heart disease and prevent obesity is to place so called fat tax on junk food. The Prime
Minister's Strategy Unit raised the prospect of extra duty or VAT being imposed on some
fatty foods after heart disease overtook cancer as Britain's biggest killer, and more young
people started developing diabetes. This would be a warning sign to producers as well as
consumers and serve more broadly as a signal to society that nutritional content in food is
important.
According to Warwick et al. 1997, cited by Brown, McIlveen and Strugnell (2000),
evidence has suggested that young consumers appear to be creatures of habit, fuelled
from birth by the guidance of parents, peers and from other societal
factors and once formed, such habits are difficult to change. This might indicate that the
way children were brought up; it is likely to affect its food behaviour. However, later
research suggested that the food preference habits of young consumers could change,
depending upon the environment within which they are present (home, school, social).
Schlosser E. (2001) pointed out the most frequently reported reasons for eating at fast-
food restaurants were fast food is quickly served.
Laroche and Parsa (2000) found that that people decide to choose fast food restaurant
because they like the taste and prefer instant satisfaction of their taste buds. Fast food
restaurant include a wide range of quick and fast service, brands and take only short
period to serve it.
Herman and Polivy, (1984) emphasizes that one factor that influences the choice of fast
food restaurants depends upon whether they are from rural area or urban area. He
observed that as the density of fast food restaurants is low in rural areas the consumption
of fast food in retails outlet is less.
Elliott and Reed (2000) defined (as cited in Abdul Rahman & Syed Omar, 2009) fast
food restaurant as facilities where food is served to patrons from a self-service counter or
a drive through window, where the food may be prepared in advance or cooked to order
Goyal and Singh (2007) noted that fast food restaurants’ attributes can be categorized
into six major attribute groups that would affect the intention to revisit fast food
restaurant. It includes the variety of food, food taste and quality, ambiance and hygiene,
service speed, price and location provided by the restaurant.
UC Davis (2011), the study shows that fast food dining becomes more common as
earning increase from low to middle incomes.
Morland, Wing, Diez and Poole (2002), fast food restaurants are more popular among
the second and middle-income population. The rises of disposable income influence
people to consume fast food
(Habib et al., 2011) The tastes and preferences of consumers change due to the
influences such as cooking programs, exposure when travel overseas, and growing
cultural and ethnic diversity.
(Kaushik, Narang, & Parakh, 2011)Due to the emerging trend of fast food culture all
around the world, fast food chains are gaining popularity among the youngster This is
driven by the factors such as easy availability, taste, low cost, marketing strategies and
peer pressure that make them become popular (Kaushik et al., 2011). Younger adults
have a high consumption of fast food especially for those who aged between 20 to 29
years old shows a greater consumption of fast food .This study further added that college
students who aged between 19 to 25 years old have a major consumption of fast food and
the reasons for them in consuming fast food were convenience and cost.
Kerkhoven, Freeling, and Villarino (2006) fresh food is relatively a current
phenomenon in parallel with the consumers’ growing awareness of nutrition and quality,
therefore, it is an important attribute to be learned by all parties who are involved in the
food industries in order to satisfy of their customers’ needs and wants .
Shaharudin et al. (2011), by successfully presenting a good-looking and well-decorated
food can stimulate the customer perception of quality and it will create a good impression
in terms of the feeling and mood of consumers toward consuming the food in fast food
restaurants. Therefore, it is essential to study on how the food quality in terms of food
freshness and food presentation impact undergraduates’ dining experience towards fast
food restaurants.
(Grunert, 2005; Rohr, Lu’ddecke, Drusch, Muller, & Alvensleben, 2005) Generally,
in consumers’ food perception and food choice decision, quality is one of the important
elements Consumers prefer products of high quality including the choice of food that
they are consuming. Thus, consumers need to understand their own quality perception as
they usually will make purchasing decisions on these beliefs.
Vangvanitchyakorn (2000) revealed that quality of food is the most important factor in
consumer's evaluation on different categories of restaurants.
Namkung et al. (2007), food presentation is a factor that constitutes food quality and
impacts the appetite of the customer and their perception of food quality. Presentation is
associated with how the food is being prepared and presented to the customers. It is a part
of tangible cue and by successfully presenting a good-looking and well-decorated food
can stimulate the customer perception of quality.
(Barber & Scarcelli, 2009; Liu et al., 2009) Cleanliness is a crucial elements needed to
pay attention in restaurant industry. Restaurant cleanliness has been perceived as a key
factor when customer evaluates the quality of dining area provided .
(Bitner, 1992) Ambient conditions are intangible background characteristics that have
subconscious effect on customer perceptions and responses to the environment.These
intangible background characteristics may include lighting, noise, music, scent, air
quality and temperature. While ambient factors are not part of the main service in fast
food restaurant, their absence can cause concern or inconvenience to customers .
OBJECTIVES OF THE STUDY
To know the purpose of visit of customer to McDonalds and their frequency.
To know features consumers are looking for in McDonalds products.
To know the factors preferred by customers in relation to services provided by
McDonalds.
RESEARCH METHODOLOGY
The research methodology defines what the activity of research is, how to proceed, how
to measure progress, and what constitutes success. It provides us an advancement of
wealth of human knowledge, tools of the trade to carry out research, tools to look at
things in life objectively; develops a critical and scientific attitude, disciplined thinking to
observe objectively (scientific deduction and inductive thinking); skills of research
particularly in the ‘age of information’. Also it defines the way in which the data are
collected in a research project. In this paper it presents one components of the research
methodology from a real project; the theoretical design and framework respectively.
Research Design: Descriptive research design is been taken.
Sample Area : Ghaziabad city is being taken as a sample area for study.
Sample Size : 100 respondents
Data Collection Instrument: Structured Questionnaire
Sampling Procedure : We have used a Non Probabilistic Sampling
Technique that is, Convenience Sampling.
DATA ANALYSIS & INTERPRETATION
The data has been analyzed by using the SPSS software. Originally SPSS is an acronym
of Statistical Package for Social Science but now it stands for Statistical Product &
Service Solutions. It is one of the most popular Statistical Package which can perform
highly complex data manipulation & analysis with simple instruction.
It is used for quick analysis of high volume of Social Science data, collected from
different methods of research. SPSS is a computer program that is basically used for
survey, authoring & deployment, data mining, text analytics, statistical analysis &
collaboration.
Major functions of SPSS are:
• It summarizes the data.
• It determine, whether there are significant differences between groups or not.
• Inspect the relationships among variables and graph result.
TABLE 1:
Q1.What do you do in McDonalds?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Enjoy 8 8.0 8.0 8.0
Have Snacks 25 25.0 25.0 33.0
Timepass 11 11.0 11.0 44.0
Enjoy + Snacks 56 56.0 56.0 100.0
Total 100 100.0 100.0
Figure:1
INTERPRETATION:
Majority of the respondents i.e.56% said that they visit for enjoy and have snacks in
McDonalds.
TABLE 2:
Q2.How often do you visit in McDonalds?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Once a week 19 19.0 19.0 19.0
Twice a week 14 14.0 14.0 33.0
Once a month 61 61.0 61.0 94.0
Daily 6 6.0 6.0 100.0
Total 100 100.0 100.0
Figure:2
INTERPRETATION:
Majority of respondents i.e. 61% have said that they visit McDonalds once in a month
whereas 19% of respondents said that they visit once in a week .
TABLE 3:
Q3. With whom you like to go ?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Parents 6 6.0 6.0 6.0
Friends 57 57.0 57.0 63.0
Girlfriend/Boyfriend 24 24.0 24.0 87.0
wife/Husband 13 13.0 13.0 100.0
Total 100 100.0 100.0
Figure:3
INTERPRETATION:
Majority of the respondents i.e. 57% of people like to go McDonalds with their friends
whereas only 6% of respondents said that they like to visit McDonalds with their parents.
TABLE 4:
Q4.Why do you prefer McDonalds in comparison to other traditional fast food?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Better Taste 23 23.0 23.0 23.0
Quick Service 18 18.0 18.0 41.0
Offer/Discounts 4 4.0 4.0 45.0
Cleanliness 30 30.0 30.0 75.0
Brand Value 14 14.0 14.0 89.0
Efficiency in Service 11 11.0 11.0 100.0
Total 100 100.0 100.0
Figure:4
INTERPRETATION:
Majority of the respondents said that they like to visit McDonalds due to its service factor
i.e. cleanliness.
TABLE 5:
Q5.What is your perception about McDonald in your mind?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Quality Products 24 24.0 24.0 24.0
Value for money 34 34.0 34.0 58.0
Possess Brand Equity 18 18.0 18.0 76.0
For Niche marketing 24 24.0 24.0 100.0
Total 100 100.0 100.0
Figure:5
INTERPRETATION:
Majority of respondents i.e. 34% of people have a perception in their mind that
McDonalds value for money of its customers.
TABLE 6:
Q6 .Which product do you like most?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Fries 18 18.0 18.0 18.0
Burger 34 34.0 34.0 52.0
Icecream 24 24.0 24.0 76.0
Pizza Puff 24 24.0 24.0 100.0
Total 100 100.0 100.0
Figure:6
INTERPRETATION:
Majority of people visit McDonalds to have a burger because it is most preferred product
i.e. 34% people visit McDonalds for burger.
TABLE 7:
Q7. What is the most important factor for choosing Happy Meal?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Reasonable Price 20 20.0 20.0 20.0
Gift Attachment 21 21.0 21.0 41.0
Attractive Packaging 19 19.0 19.0 60.0
Good Taste 19 19.0 19.0 79.0
Nutritious Value 21 21.0 21.0 100.0
Total 100 100.0 100.0
Figure:7
INTERPRETATION:
The most important factor for choosing Happymeal by the customers is its reasonable
price as well as the gift attachment with it.
TABLE 8:
Q8.What will you do if the price of the products increase with 25%?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Consistent with same 31 31.0 31.0 31.0
Switch to other Brand 16 16.0 16.0 47.0
Reduce your visits 27 27.0 27.0 74.0
Increase your visists 26 26.0 26.0 100.0
Total 100 100.0 100.0
Figure:8
INTERPRETATION:
In my research, majority of the respondents i.e. 31% said that they will be consistent with
same to visit McDonalds if the price of the product increases by 25% whereas
27% of the respondents said that they will reduce their visits if price increases.
TABLE 9:
Q9. How do you pay bills?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Cash 39 39.0 39.0 39.0
Credit Card 17 17.0 17.0 56.0
Debit Card 31 31.0 31.0 87.0
Others 13 13.0 13.0 100.0
Total 100 100.0 100.0
Figure:9
INTERPRETATION:
Majority of rspondents pay bills in McDonalds with cash.
TABLE 10:
Q10.What improvements would you recommend in McDonalds?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Music or T.V. 21 21.0 21.0 21.0
Waiter Service 43 43.0 43.0 64.0
Quality Improvement 29 29.0 29.0 93.0
Other 7 7.0 7.0 100.0
Total 100 100.0 100.0
Figure:10
INTERPRETATION:
Majority of the respondents said that they will be more pleased if they get a waiter
service instead of self service.
TABLE 11:
Q11.What is your preferred eating service in McDonalds?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Eat In 37 37.0 37.0 37.0
Take Away 21 21.0 21.0 58.0
Both 42 42.0 42.0 100.0
Total 100 100.0 100.0
Figure:11
INTERPRETATION:
Majority of the respondents said that they prefer both eat in as well as take away service
from McDonalds.
TABLE 12 (A):
Q12.A)How would you rate McDonalds in following aspects? ( Money)
Frequency Percent Valid Percent Cumulative
Percent
Valid
Excellent 26 26.0 26.0 26.0
Very Good 37 37.0 37.0 63.0
Average 24 24.0 24.0 87.0
Poor 8 8.0 8.0 95.0
Very Poor 5 5.0 5.0 100.0
Total 100 100.0 100.0
Figure:12 (a)
INTERPRETATION:
Majority of the respondents i.e.37% said that McDonalds is very good in terms of
money.
TABLE 12 (B):
Q12.B)How would you rate McDonalds in following aspects?(Ambience)
Frequency Percent Valid Percent Cumulative
Percent
Valid
Excellent 44 44.0 44.0 44.0
Very Good 12 12.0 12.0 56.0
Average 22 22.0 22.0 78.0
Poor 20 20.0 20.0 98.0
Very Poor 2 2.0 2.0 100.0
Total 100 100.0 100.0
Figure:12 (b)
INTERPRETATION:
Majority of the respondents i.e.44% said that McDonalds have excellent service in terms
of ambience.
TABLE 12(C):
Q12.C)How would you rate McDonalds in following aspects? (Opening Hours)
Frequency Percent Valid Percent Cumulative
Percent
Valid
Excellent 32 32.0 32.0 32.0
Very Good 11 11.0 11.0 43.0
Average 21 21.0 21.0 64.0
Poor 25 25.0 25.0 89.0
Very Poor 11 11.0 11.0 100.0
Total 100 100.0 100.0
Figure:12(c)
INTERPRETATION:
Majority of the respondents i.e.32% said that McDonalds is excellent service provider in
terms of its opening hours.
TABLE 12(D):
Q12.(D)How would you rate McDonalds in following aspects?(Nutritional
Value)
Frequency Percent Valid Percent Cumulative
Percent
Valid
Excellent 15 15.0 15.0 15.0
Very Good 16 16.0 16.0 31.0
Average 22 22.0 22.0 53.0
Poor 34 34.0 34.0 87.0
Very Poor 13 13.0 13.0 100.0
Total 100 100.0 100.0
Figure:12 (d)
INTERPRETATION:
Majority of the respondents i.e.34% said that McDonalds is providing poor nutritional
value.
TABLE 12(E):
Q12.E)How would you rate McDonalds in following aspects? (Menu)
Frequency Percent Valid Percent Cumulative
Percent
Valid
Excellent 28 28.0 28.0 28.0
Very Good 16 16.0 16.0 44.0
Average 37 37.0 37.0 81.0
Poor 16 16.0 16.0 97.0
Very Poor 3 3.0 3.0 100.0
Total 100 100.0 100.0
Figure:12(e)
INTERPRETATION:
Majority of the respondents i.e.28% said that McDonalds is excellent in terms of menu.
TABLE 12(F):
Q12.F)How would you rate McDonalds in following aspects? (Location)
Frequency Percent Valid Percent Cumulative
Percent
Valid
Excellent 29 29.0 29.0 29.0
Very Good 22 22.0 22.0 51.0
Average 34 34.0 34.0 85.0
Poor 11 11.0 11.0 96.0
Very Poor 4 4.0 4.0 100.0
Total 100 100.0 100.0
Figure:12(f)
INTERPRETATION:
Majority of the respondents i.e.34% said that McDonald has an average service in terms
of its location.
TABLE 12(G):
Q12.G)How would you rate McDonalds in following aspects? (Customer
Service)
Frequency Percent Valid Percent Cumulative
Percent
Valid
Excellent 28 28.0 28.0 28.0
Very Good 28 28.0 28.0 56.0
Average 15 15.0 15.0 71.0
Poor 20 20.0 20.0 91.0
Very Poor 9 9.0 9.0 100.0
Total 100 100.0 100.0
Figure:12(g)
INTERPRETATION:
28% of respondents said that service provided by McDonalds is excellent and very good
to its customers.
TABLE 12(H):
Q12.H)How would you rate McDonalds in following aspects? (Parking Lot)
Frequency Percent Valid Percent Cumulative
Percent
Valid
Excellent 14 14.0 14.0 14.0
Very Good 34 34.0 34.0 48.0
Average 7 7.0 7.0 55.0
Poor 26 26.0 26.0 81.0
Very Poor 19 19.0 19.0 100.0
Total 100 100.0 100.0
Figure:12(h)
INTERPRETATION:
Majority of the respondents i.e.34% said that McDonalds is very good in terms of
parking lot.
TABLE 13:
Q13.Age?
Frequency Percent Valid Percent Cumulative
Percent
Valid
15-30 48 48.0 48.0 48.0
30-45 28 28.0 28.0 76.0
45-60 18 18.0 18.0 94.0
Above 60 6 6.0 6.0 100.0
Total 100 100.0 100.0
Figure:13
INTERPRETATION:
Majority of the respondents i.e. 48% are of younger age i.e. 15-30 who visits Mc Donalds
.
Statistics
Why do you prefer McDonalds in
comparison to other traditional
fast food?
N Valid 100
Missing 0
Mean 3.2700
Std. Deviation 1.70475
Table:14
Why do you prefer McDonalds in comparison to other traditional fast food?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Better Taste 23 23.0 23.0 23.0
Quick Service 18 18.0 18.0 41.0
Offer/Discounts 4 4.0 4.0 45.0
Cleanliness 30 30.0 30.0 75.0
Brand Value 14 14.0 14.0 89.0
Efficiency in Service 11 11.0 11.0 100.0
Total 100 100.0 100.0
INTERPRETATION:
When comparing to McDonalds with other traditional fast food restaurants the mean is
3.27 and standard deviation is 1.70 with reference to the various attributes.
Hypothesis:
H0: There is no significant relationship between frequency of visit and nutritional value
of McDonalds.
H1: : There is a significant relationship between frequency of visit and nutritional value
of McDonalds.
Table:15
Correlations
How often do
you visit in
McDonalds?
How would you
rate McDonalds
in following
aspects?(Nutriti
onal Value)
How often do you visit in
McDonalds?
Pearson Correlation 1 .306**
Sig. (2-tailed) .002
N 100 100
How would you rate
McDonalds in following
aspects?(Nutritional Value)
Pearson Correlation .306** 1
Sig. (2-tailed) .002
N 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
INTERPRETATION:
The analysis was done by performing a two tail test on Pearson correlation. It has been
found that there is high positive correlation of 0.306 at 1% level of significance between
two factors i.e. the frequency of visit to McDonalds and its nutritional value.
So, we can say that hypothesis is accepted.
Hypothesis:
H0: There is no significant relationship between frequency of visit and opening hours of
McDonalds.
H1: There is a significant relationship between frequency of visit and opening hours of
McDonalds.
Table:16
Correlations
How often do
you visit in
McDonalds?
How would you
rate McDonalds
in following
aspects?
(Opening
Hours)
How often do you visit in
McDonalds?
Pearson Correlation 1 .246*
Sig. (2-tailed) .014
N 100 100
How would you rate
McDonalds in following
aspects? (Opening Hours)
Pearson Correlation .246* 1
Sig. (2-tailed) .014
N 100 100
*. Correlation is significant at the 0.05 level (2-tailed).
INTERPRETATION:
The analysis was done by performing a two tail test on Pearson correlation. It has been
found that there is high positive correlation of 0.246 at 5% level of significance between
two factors i.e. the frequency of visit to McDonalds and its opening hours.
So, we can say that hypothesis is accepted.
Table:17
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .566
Bartlett's Test of Sphericity
Approx. Chi-Square 126.108
Df 28
Sig. .000
Communalities
Initial Extraction
How would you rate
McDonalds in following
aspects? ( Money)
1.000 .706
How would you rate
McDonalds in following
aspects?(Ambience)
1.000 .558
How would you rate
McDonalds in following
aspects? (Opening Hours)
1.000 .384
How would you rate
McDonalds in following
aspects?(Nutritional Value)
1.000 .693
How would you rate
McDonalds in following
aspects? (Menu)
1.000 .787
How would you rate
McDonalds in following
aspects? (Location)
1.000 .570
How would you rate
McDonalds in following
aspects? (Customer
Service)
1.000 .427
How would you rate
McDonalds in following
aspects? (Parking Lot)
1.000 .740
Extraction Method: Principal Component Analysis.
Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared
Loadings
Total % of
Varianc
e
Cumulative
%
Total % of
Variance
Cumulative
%
Total % of
Variance
Cumulati
ve %
1 2.176 27.200 27.200 2.176 27.200 27.200 1.949 24.357 24.357
2 1.498 18.727 45.927 1.498 18.727 45.927 1.493 18.663 43.019
3 1.192 14.894 60.821 1.192 14.894 60.821 1.424 17.801 60.821
4 .991 12.391 73.212
5 .799 9.982 83.193
6 .539 6.732 89.925
7 .437 5.463 95.388
8 .369 4.612 100.000
Extraction Method: Principal Component Analysis.
Component Matrixa
Component
1 2 3
How would you rate
McDonalds in following
aspects? ( Money)
.589 -.460 -.384
How would you rate
McDonalds in following
aspects?(Ambience)
.240 -.073 .704
How would you rate
McDonalds in following
aspects? (Opening Hours)
.393 .182 -.443
How would you rate
McDonalds in following
aspects?(Nutritional Value)
.682 .444 -.176
How would you rate
McDonalds in following
aspects? (Menu)
.066 .885 .002
How would you rate
McDonalds in following
aspects? (Location)
-.753 .023 .051
How would you rate
McDonalds in following
aspects? (Customer
Service)
.317 .376 .430
How would you rate
McDonalds in following
aspects? (Parking Lot)
.693 -.355 .366
Extraction Method: Principal Component Analysis.
a. 3 components extracted.
Rotated Component Matrixa
Component
1 2 3
How would you rate
McDonalds in following
aspects? ( Money)
.684 -.488 .014
How would you rate
McDonalds in following
aspects?(Ambience)
-.130 .034 .735
How would you rate
McDonalds in following
aspects? (Opening Hours)
.564 .132 -.221
How would you rate
McDonalds in following
aspects?(Nutritional Value)
.698 .439 .113
How would you rate
McDonalds in following
aspects? (Menu)
.089 .878 -.090
How would you rate
McDonalds in following
aspects? (Location)
-.683 .004 -.320
How would you rate
McDonalds in following
aspects? (Customer
Service)
.086 .443 .472
How would you rate
McDonalds in following
aspects? (Parking Lot)
.419 -.276 .699
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 7 iterations.
INTERPRETATION:
By applying factor analysis, using principal component analysis of extraction method we
found
Component Transformation Matrix
Component 1 2 3
1 .877 .035 .480
2 .037 .990 -.139
3 -.480 .139 .866
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser
Normalization.
FINDINGS
• It has been concluded that according to the above study the consumers mainly
consist of students.
• These students mainly consume fast food for around 2-5 times a month.
• The consumers prefers their fast service & delivery while choosing these fast
food joints.
• Although the consumers also pay attention to the variety of the food products
available in the fast food joints.
• It is concluded that few people also prefer the ambience and the offers provided in
these joints.
• However few consumers did mention that there is still need for better and
attractive offers exists in these joints.
• The cleanliness is also an important factor mentioned by many consumers but
they didn’t consider it as important as compared to the fast service.
• On applying correlation analysis (using SPSS) on the primary data collected, it
has been found that there exists a positive relationship between the two factors
viz. frequency of visit of customers to McDonalds with its nutritional value and
its opening hours.
CONCLUSION
Consumer acceptance of food served by fast food outlets is critically important for the
future growth of fast food outlets in any economy. Though the rating of fast food
outlets’ attributes under study based on mean score is very high but still consumers
visit fast food outlets for fun, change or entertaining their friends but certainly not as a
substitute of home made food.
Consumers demand more and more information related to hygiene issues and nutritional
values of the products of fast food outlets. Based on the analysis and results, we can say
that with more and more acceptability of fast food outlets and change in life style,
competition among fast food outlets with respect to quality of food and customer service
will be more prominent in the days to come.
This study finds that consumers attach great importance to various factors such as quality
of food, facility layout, service quality – speed and cleanliness. But all factors are not
equally important while choosing a food franchise. Hence we can say that good taste and
good ingredients are most important factors whereas additional information is least
important factor for the consumers. There is a moderate positive correlation observed
between satisfaction level of price of McDonald‟s products and the frequency of the
visits to McDonalds. It means more the consumer is satisfied with the pricing, more they
visit the outlet. According to most of the consumers, taste and quality of ingredients of
the food items are the most important factors.
SUGGESTIONS & RECOMMENDATIONS
• To provide more attractive offers and discounts to the consumers.
• To print and make the consumers aware of the nutritional facts.
• In addition to the fast food few health friendly food products can be added to the
menu.
• To maintain their fast delivery and service. Also to maintain a stability in their
services and quality of food.
• To provide a friendly environment for the consumers, that is friendly staff.
• Not only for the consumers but a work friendly environment should be provided
for the staff.
• Attractive and innovative packaging as consumers do judge a book by its cover.
• Specials in the menu that are specific to that area.
• Food products must be verified by health Departments.
LIMITATIONS OF THE STUDY
It is always a problem to get an enthusiastic response. There were not many
willing participants; lack of cooperation remains an aberration in most of the
survey based researches.
The study is only restricted to the Noida city.
Time constraint is also one of the factor.
REFERENCES
WEBSITES :
www.mcdonaldsindia.com
NEWSPAPER :
The Times of India
The Economic Times
RESEARCH PAPERS:
Ajzen (1998) “Small town India on fast food express”, Express: Hotelier & Caterer,
September 8, available at:
www.expresshotelierandcaterer.com/20030908/foodservice01.shtml
Baltas (2001, cited by Schroeder and McEachern 2005) ‘McDonald’s: think global,
act local- the marketing mix’ British Food Journal, Volume 103 Number 2 2001 pp. 97-
111
(Boseley, 2006) “Fast food greases India’s way to fat”, Chicago Tribune, available at:
www.
chicagotribune.com/news
Brown, K., McIlveen, H. and Strugnell, C. (2000), “Nutritional awareness and food
preferences of young consumers”, Nutrition & Food Science, Vol. 30 No. 5, pp. 230-5.
(Marrin, 2006) “Fast food: dietary perspectives”, Nutrition & Food Science, Vol. 34 No.
2, pp. 80-2.
Schiffman and Kanuk (2004 p.256 “Fast food, obesity and tort reform: an examination
of industry responsibility for public health”, Business and Society Review, Vol. 110 No.
3, pp. 297-320.
VERBEKE, W. ‘Influences on the consumer decision-making process towards fresh
meat’ Vol. 102 No. 7, pp. 522-538
VERDURME, A., VIAENE, J. (2003) ‘Exploring consumers attitudes towards
genetically
modified food’, vol.6, number 2, pp.95-110
BOOKS:
Philip Kotler, Marketing Management
.
ANNEXURE
Dear respondent,
I am a student of MBA, is conducting a research on A Study of Factors
Influencing Consumer Perception Towards McDonalds”. I would be extremely thankful
if you spare some time to answer the following questions. All the facts disclosed by you
will be used for academic purpose only.
1. What do you do in McDonalds?
□ Enjoy □ Have Snacks
□ Timepass □ Enjoy+ Snacks
2.How often do you visit to McDonalds?
□ Once a week □ Twice a week
□ Once a month □ Daily
3.With whom you like to go?
□Parents □ Friends
□ Girlfriend/ Boyfriend □ Husband/ Wife
4.Why do you prefer McDonalds in comparison to other traditional fastfood?
□Better Taste □ Quick Service
□Offer/ Discounts □ Cleanliness
□ Brand Value □ Efficiency in Service
5.What is your perception about McDonalds in your mind?
□Quality Products □Value for Money
□Possess Brand equity □ For Niche marketing
6..Which product do you like most?
□Fries □Burger
□Ice-cream □Pizza Puff
7.What is the most important factor for choosing Happy Meal?
□Reasonable Prices □ Gift Attachment
□ Attractive Packaging □ Good Taste
□ Nutritious Value
8 What will you do if the price of products increase with 25%?
□ Consistent with same □ Switch to other Brand
□ Reduce your visits □ Increase your visits
9.How do you pay bills?
□Cash □ Credit Card
□ Debit Card □ Others
10.What improvements would you recommend in McDonalds?
□Music or T.V. □ Waiter Service
□ Quality Improvement □ Others
11.What is your preferred eating service in McDonalds ?
□Eat In □Take Away
□Both
12.How would you rate McDonalds in following aspects?
Excellent Very Good Average Poor Very Poor
(1) (2) (3) (4) (5)
Money
Ambience
Opening Hours
Nutritional Value
Menu
Location
Customer Service
Parking Lot
15. Name………………………
16. Age
□ 15 to 30 □ 31 to 45
□ 46 to 60 □ above 60