Anoop Final Project

7/27/2019 Anoop Final Project

1/48

1

Project Report

On

Consumer preferences towards Multinational eating joints (A study on

Mc Donalds)

Submitted In Partial Fulfilment of the Requirement for

The Award of Degree of

Master of Business Administration (2010-2012)

Submitted By:

Anoop Saini

University Roll No. (104974775932)

Department of Business Administration

Under guidance of:

Mr. Ajay kumar

(Faculty, PCTE)

Punjab College of Technical Education, Ludhiana
http://images.tolmol.com/images/nwimages/80200803261740990_pcteludh.jpg


2/48

2

ACKNOWLEDGEMENT

At the very outset, I thank the Almighty for His kind blessings, which have made

this research work possible.

I would like to place on record my sincere and whole hearted sense of gratitude to my

learned guide, Mr. Ajay Kumar Department of Business Management, Punjab

College of Technical Education, Ludhiana, for his ever willing, competent and

generous help, continuous interest, valuable guidance and constant encouragement

throughout the period of my study. It was his admiration and motivation that

inculcated in me more enthusiasm and helped me in treading the right line of action.

Sincere thanks and my deep appreciation goes to the other esteemed faculty membersof the institution whose mature guidance enlightened me during the course of my

study.

No appropriate word could be traced to convey my profound gratitude to my affectionate

parents for their selfless devotion, moral support, inspiration and affection which

always helped me to face all odds successfully.

Words are inadequate to acknowledge my esteemed friends for their ever encouragingsupport, selfless love and care. They are valuable asset to me who have come to my

help countless times. I extend my sincere gratitude to them.

I hope that this study will prove to be beneficial in my near future.

AnoopSaini

MBA II year

Roll No: 104974775932

Punjab College of Technical Education, Ludhiana


3/48

3

CertificateI

This is to certify that Research Project Consumer preferences towards Multinational

eating joints (A study on Mcdonaldsubmitted for the partial fulfilment of requirement for

the degree of Master of Business Administration at PCTE, Ludhiana Affiliated to Punjab

Technical University, Jalandhar is a bonafide Research work carried out by AnoopSaini.

University Roll no. 104974775932 under my supervision and that no part of this has been

submitted for any degree.

The assistance and help received during the course of the investigation have been fully

acknowledged.

___________________ ____________________

External Examiner Mr. Ajay Kumar

(Faculty Advisor)


4/48

4

CertificateII

This is to declare that the project title Consumer preferences towards Multinational

eating joints (A study on Mc Donalds an authentic record of my original work carried out

under the guidance of Mr Ajay Kumar, PCTE, Baddowal.

The project work has been carried solely for the purpose of submission in partial fulfilment of

MBA IB at P.C.T.E, Ludhiana.

I further declare that I have not submitted this document to any other school, university, or

institution in whatever manner.

AnoopSaini

(University Roll no. 104974775932)

MBA 2010-2012


5/48

5

S. No CONTENTS Page No

1.INTRODUCTION

6-26

2.RESEARCH METHODOLGY

Objective Of The Study Research Design

27-28

3.DATA ANALYSIS AND INTERPRETATION 29-40

4.

FINDINGS,CONCLUSION AND SUGGESTION 41-44

5.BIBLIOGRAPHY 45

6.ANNEXURE 46-48


6/48

6

INTRODUCTION

McDonalds Corporation is the worlds largest chain of fast-food

restaurants.

The McDonalds Corporation is of the most successful global restaurant chains around the

world. They have used effective management and global expansion strategies to enter new

markets and gain a share of the foreign fast food market. McDonalds has achieved this

enormous success, its best practices in the global food industry, international growth trends

and challenges, and various lessons that have been learned from their expansion in foreign

countries. This shows how McDonalds creates both customer and brand loyalty for their

products and services.

In 1937 Brothers Dick and Mac McDonald open a hot dog stand called the Airdrome at the

airport in Monrovia, California & in 1940 the brothers move the building to San Bernardino

California, where they open the first McDonalds restaurant. Although McDonalds did not

invent the hamburger or fast food,its name has become nearly synonymous with both.

The McDonalds Golden Arches logo was introduced in 1962. It was created by Jim

Schindler to resemble new arch shaped signs on the sides of restaurants. He merged the two

golden arches together to form the famous M now recognised throughout the world.

Schindlers work was a development of the stylized v logo sketched by Fred Turner, which

was conceived as a more stylish corporate symbol than the Speedee chef character that hadpreviously used. The McDonalds name was added to the logo in 1968.


7/48

7

McDonalds has its familiar golden arches logo; McDonalds has 31,886 restaurants

worldwide serving Big Macs, Chicken McNuggets, salads and French Fries. Most restaurants

offer drive-thru service and some suburban location offer outdoor playgrounds for children.

Approximately 70% of McDonalds restaurants in the U.S. has reached saturation and most

new McDonalds are now being opened in Europe, Middle East and Asia.

In order to be a franchisee, an individual must at least $175,000. There is about 2,400

owner/operators system wide. McDonalds is looking to boost sales by opening restaurants

24 hours a day. An estimated 30% of store revenue comes from breakfast sales. The company

has instituted a dollar menu which included a double cheeseburger in a bid to boost sales

from value-oriented customers.

HISTORY

McDonald's has been involved in a number of lawsuits and other legal cases, most of which

involved trademark disputes. The company has threatened many food businesses with legal

action unless it drops the Mc or Mac from trading names. In one noteworthy case,

McDonald's sued a Scottish caf owner called McDonald, even though the business in

question dated back over a century (Sheriff Court Glasgow and Strathkelvin, November 21,

1952). On September 8, 2009, McDonald's Malaysian operations lost a lawsuit to prevent

another restaurant calling itself McCurry. McDonald's lost in an appeal to Malaysia's highest

court, the Federal Court.

It has also filed numerous defamation suits. For example, in the McLibel case, McDonald's

sued two activists for distributing pamphlets attacking its environmental, labor and health

records. After the longest trial in UK legal history, the judge found that some claims in the

pamphlet were untrue and therefore libellous. The company, however, had asserted that all

claims in the pamphlet were untrue, essentially obliging the judge to publicly rule on each

one. Embarrassingly for the company, several of the specific allegations were upheld.

McDonald's has defended itself in several cases involving workers' rights. In 2001 the

company was fined 12,400 by British magistrates for illegally employing and over-

working child labor in one of its London restaurants. This is thought to be one of the largestfines imposed on a company for breaking laws relating to child working conditions (R v 2002

EWCA Crim 1094). In April 2007 in Perth, Western Australia, McDonald's pleaded guilty to

five charges relating to the employment of children under 15 in one of its outlets and was

fined AU$8,000.

Possibly the most infamous legal case involving McDonald's was the 1994 decision in The

McDonald's Coffee Case where Stella Lie beck was awarded several million dollars after she

suffered third-degree burns after spilling a scalding cup of McDonald's coffee on herself.

In a McDonald's American Idol figurine promotion, the figurine that represents "New Wave

Nigel" wears something that closely resembles Devos Energy Dome, which was featured on


8/48

8

the band's album cover,Freedom of Choice. In addition to the figurine's image, it also plays a

tune that appears to be an altered version of Devo's song "Doctor Detroit." Devo copyrighted

and trademarked the Energy Dome and is taking legal action against McDonald's.

FIRST MCDONALDS


9/48

9

McDonalds Brothers

FRANCHISEES

Franchising refers to the methods of practicing and using anotherpersons philosophy of

business. The franchisor grants the independent operator the right to distribute its products,

techniques, and trademarks for a percentage of gross monthly sales and a royalty fee. Various

tangibles and intangibles such a national or international advertising, training and othersupport services are commonly made available by the franchisor. Agreements typically last

five to twenty years, with premature cancellation or terminations of most contracts bearing

serious consequences for franchisees.

McDonalds does business in more than 30,000 restaurants in 119 countries around the world

serving 47 million customers each day. In many countries around the world it does not have a

presence and its current strategy is to focus on the markets where it does not do business. No

firm date has been established for the opening of new markets. In certain markets

McDonalds have a presence but it is not seeking franchisees and it has included instructions

regarding those markets. McDonalds sincerely appreciate the customers expressed interest inMcDonalds ad their continued of our restaurants.


10/48

10


11/48

11

MCDONALS INDIA

A 50-50 joint venture partnership between McDonalds Corporation (USA) and two Indian

business, McDonalds began its journey in India in Oct 1996. Plaza Restaurants Pvt. Ltd

headed by Vikram Bakshi owns and operates the northern and eastern operations which

include restaurants in New Delhi, Uttar Pradesh, Rajasthan, Punjab, Haryana, West Bengel

etc.

Amitjatias company Hardcastle Pvt. Ltd. Owns and operates McDonalds restaurants in

West and South India. HRPL has restaurants in Maharashtra, Madhya Pradesh, Karnataka

and Andhra Pradesh, Chennai and its growing rapidly.

The head office for Hardcastle Restaurants Pvt.Are spread across two building in Mumbai,

one at Bhulbhai Desai Road and the other at Santacruz. The head office houses all the support

departments required to run the restaurants in the western and southern region.

These includes:-

Construction

It is involves in all construction and design related work for the stores as per McDonalds

standards. It prepares project plans for new stores to be put to the management and

implements the same after approval.

Country Purchase

All the purchases of raw material for restaurants products are done by the country purchase

department team for both the Delhi and Mumbai markets. It works as a national supply

chain. The main aim is to purchase the best quality material from the authorized supplier

and at lowest possible cost. Once the material is ordered by a country purchase it first goes

to the distribution centre and then to the restaurants according to their requirement.

Country Quality Assurance & Product Development

This department works closely with the country purchase department. It looks after the

quality of both raw material and of finished product. It develops new product for the menu

based on customer preference.

Finance & Information technology

It looks after all the day to day financing accounting transactions and taxation related

activities of the application of Information Technology to the company processes.

Corporate Affairs


12/48

12

It associates with brand building and protection of the brands. It Works closely with real

estate in doing feasibility studies for sites from a legal angel. It looks license and liaison

activities of the company with outside agencies, i.e. regarding media and government

authority.

Legal & Company Secretarial

It helps the company sign legal deals for the restaurants sites. It safeguards the interest of

the company and act as guardians of the company as regards to its legal functions. It

provides advisory support to the other departments as regards legal issues and compliance

with applicable laws.

People Resources/Human Resources

It concludes activities related to recruitment, selection, remuneration, retention, and

matter related to employee satisfaction.

Training, Learning & Development

It is responsible for the training and development of employees involved in operational

activity and the employees in the corporate office.

Operation

This department id responsible for the day to day functioning of the restaurants in a

profitable manner.

Marketing & Communication

It is responsible for brand positioning increasing brand awareness and thus resulting in

increased sales. It is also responsible for advertising, media relation and implementation

various product promotion schemes like Happy Meals, Value Meals, etc.

OUR VISION

McDonald's vision is to be the world's best quick service restaurant experience. Being thebest means providing outstanding quality, service, cleanliness, and value, so that we make

every customer in every restaurant smile.


13/48

13

Our Values

Our vision is supported by a set of core values:

Dedication to provide customers unparalleled levels of Quality, Service, Cleanliness and

Value.

Commitment with the people, because it knows that a diverse team of well-trained

individuals, working together, is the key to its continued success.

To approach all aspects of business with honesty and integrity.

It backs to the system that provides success.

Celebrating the achievements, yet we always strive to achieve new heights.

Challenges in Entering Indian Markets

Regiocentricism: Re-engineering the menu -McDonalds has continually adapted to

the customers tastes, value systems, lifestyle, language and perception. Globally

McDonalds was known for its hamburgers, beef and pork burgers. Most Indians are

barred by religion not to consume beef or pork. To survive, the company had to beresponsive to the Indian sensitivities. So McDonalds came up with chicken, lamb and

fish burgers to suite the Indian palate.

The vegetarian customerIndia has a huge population of vegetarians. To cater to this

customer segment, the company came up with a completely new line of vegetarian items

like McVeggie burger and McAlooTikki. The separation of vegetarian and non-

vegetarian sections is maintained throughout the various stages.

Segmentation, Targeting and Positioning

McDonalds uses demographic segmentation strategy with age as the parameter. The main

target segments are children, youth and the young urban family.


14/48

14

As shown above, kids reign supreme in FMCG purchase related to food products. So to

attract children McDonalds has Happy Meal with which toys ranging from hot wheels to

various Walt Disney characters are given (the latest in this range is the toys of the movie

Madagascar). For this, they have a tie-up with Walt Disney. At several outlets, it also

provides special facilities like Play Place where children can play arcade games, air

hockey, etc. This strategy is aimed at making McDonalds a fun place to eat. This also helps

McDonalds to attract the young urban families wanting to spend some quality time whiletheir children have fun at the outlet. To target the teenagers, McDonalds has priced several

products aggressively, keeping in mind the price sensitivity of this target customer. In

addition, facilities like Wi-Fi are also provided to attract students to the outlets like the one at

Vile Parle in Mumbai.

Mc Donalds meinhai kuch baatprojects McDonalds as a place for the whole family to

enjoy. When McDonalds entered in India it was mainly perceived as targeting the urban

upper class people. Today it positions itself as an affordable place to eat without

compromising on the quality of food, service and hygiene. The outlet ambience and mild

backgroundmusic highlight the comfort that McDonalds promises in slogans like You

deserve a Break today & Feed your inner child. This commitment of quality of food

and service in a clean, hygienic and relaxing atmosphere has ensured that McDonalds

maintains a positive relationship with the customers.

71%

59%52%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Biscuits Burgers & Pizzas Fruit Juices

% of kids who influence what FMCG brand their

family buys


15/48

15

Customer Perception and Customer Expectation

Customer perception is a key factor affecting a products success. Many potentially

revolutionary products have failed simply because of their inability to build a healthy

perception about themselves in the customers minds. McDonalds being an internationally

renowned brand brings with it certain expectations for the customers.

Customers expect it to be an ambient, hygienic and a little sophisticated brand that respects

their values. The customers expect the brand to enhance their self-image. Customer

responses obtained at the Vile Parle, Mumbai outlet confirmed the fact that they connectstrongly with the brand. However, fulfilling some of the customer expectations like a broader

product variety provide McDonalds a great scope for improvement.

McDonalds Marketing Mix (5 Ps)

After segmenting the market, finding the target segment and positioning itself, each company

needs to come up with an offer. The 5 Ps used by McDonalds are:

1. Product

2. Place

3. Price

4. Promotion

5. People

Target Segment What is McDonalds for me?

A Family with children A treat to children, a fun place to be for the children.

Urban customer on the move Great taste, quick service without affecting the work schedule

Teenager Hangout with friends, but keep it affordable.


16/48

16

Product:How should the company design, manufacture the product so that it enhances

the customer experience?

Product is the physical product or service offered to the consumer. Product includes certain

aspects such as packaging, guarantee, looks etc. This includes both the tangible and the non-

tangible aspects of the product and service.

McDonalds has intentionally kept its product depth and product width limited. McDonaldsstudied the behaviour of the Indian customer and provided a totally different menu as

compared to its International offering. It dropped ham, beef and mutton burgers from the

menu. India is the only country where McDonalds serve vegetarian menu. Even the sauces

and cheese used in India are 100% vegetarian. McDonalds continuously innovates its

products according to the changing preferences and tastes of its customers. The recent

example is the introduction of the Chicken Maharaja Mac.

McDonalds bring with it a globally reputed brand, world class food quality and excellent

customer specific product features.

Place: Where should be the product be available and the role of distribution channels?

The place mainly consists of the distribution channels. It is important so that the product is

available to the customer at the right place, at the right time and in the right quantity.

Nearly 50% of U.S.A is within a 3 minute drive from a McDonalds outlet.


17/48

17

There is a certain degree of fun and happiness that a customer feels each time he dines at

McDonalds. There are certain value propositions that McDonalds offer to its customers

based on their needs. McDonalds offers hygienic environment,good ambience and great

service. Now McDonalds have also started giving internet facility at their centres and they

have been playing music through radio instead of the normal music. There are certain

dedicated areas for children where they can play while their parents can have some quality

time together.

Price: What should be the pricing strategy?

Pricing includes the list price, the discount functions available, the financing options

available etc. It should also take into the consideration the probable reaction from the

competitor to the pricing strategy. This is the most important part of the marketing mix as this

is the only part which generates revenue. All the other three are expenses incurred. The price

must take into consideration the appropriate demand-supply equation.

McDonalds came up with a very catchy punch line Aapkezamanemein

,baapkezamanekedaam. This was to attract the middle and lower class consumers and the

effect can clearly be seen in the consumer base McDonalds has now.

McDonalds has certain value pricing and bundling strategies such as happy meal, combo

meal, family meal etc to increase overall sales volumes.

Promotion:What is the suitable strategy and channels forpromotion of the product?


18/48

18

The various promotion channels being used by McDonalds to effectively communicate the

product information are given above. A clear understanding of the customer value helps

decide whether the cost of promotion is worth spending.

There are three main objectives of advertising for McDonalds are to make people aware of

an item, feel positive about it and remember it. The right message has to be

communicated to the right audience through the right media. McDonalds does its

promotion through television, hoardings and bus shelters. They use print ads and the

television programmes are also an important marketing medium for promotion.

Some of the most famous marketing campaigns of McDonalds are:

You Deserve a break today, so get up and get away- To McDonalds

Aapkezamanemein ,baapkezamanekedaam.

Food, Folks, and Fun

Im loving it.

People:How to converge the benefits of internal and external marketing?

McDonalds understands the value of both its employees and its customers. It understands the

fact that a happy employee can serve well and result in a happy customer.

McDonald continuously does Internal Marketing. This is important as it must precede

external marketing. This includes hiring, training and motivating able employees. This way

they serve customers well and the final result is a happy customer.


19/48

19

The level of importance has changed to be in the following order (the more important people

are at the top):

1. Customers

2. Front line employees

3. Middle level managers

4. Front line managers

The punch line Im loving it is an attempt to show that the employees are loving their work

at McDonalds and will love to serve the customers.

The McDonalds Experience

Marketing in a services industry is becoming an increasingly complex challenge. The

paradigms of service marketing demand a passionate understanding of customer expectations

and perceptions, and linking them to product design & delivery as well as operational

planning. This is where McDonalds has excelled due to its ability to successfully integrate

the customers perspective in its products and operations in a comprehensive manner. The

revamped menu in India is an example of McDonalds strategy of integrating the customers

perspective in its products. And, the operational integration is evident from McDonalds

emphasis on its suppliers as its customers as well as its treatment of its consumers as co-

producers of services.

The ultimate aim of Service Marketing is not just to become a Service Leader but to create a

Service Brand. The Service Delivery Process is the key to achieving this aim of Service

Marketing.


20/48

20

During the Service Delivery Process, each moment of interaction between the firm and the

customer, called Moments of Truth, helps understand the opportunities that a firm has to

win or lose the customer. For example, these moments of truth are created for McDonalds

every time the guard at the McDonalds outlet meets the customer, every time an attendant

takes down the order from the customer waiting in the queue, every time the cashier interacts

with the customer, every time the attendant helps the customer guided the customer towards

the table, every time the attendant cleans the table, etc.

Core Product

Supplementary Process

Service Delivery Process

Customer

Service Provider Service Delivery Points

Moments Of Truth The Service Encounter


21/48

21

Managing these moments of truth is a great challenge in Service Marketing especially due

to customers involvement as a co-producer of services (e.g. McDonalds self-service concept

wherein the customer not only collects the order but also cleans the table after consuming the

food). However, McDonald's has been able to create a great experience for its customers by

understanding the nature of the entire Service Delivery Process and the various stages in the

process that are exposed to the customers. Transparency in the processes at its outlet has

helped McDonalds bring the back office in its outlet at the front so that the customer is able

to know the operations and provide feedback on service design improvements.

Internal Customer Focus is equally important as External Customer Orientation in order to

win these moments of truth. McDonalds focus on its People and their service delivery

methods therefore plays a very important role in creating a successful Service Brand. The

quality and the consistency of the service delivered by McDonalds have been greatly

enhanced by the combination of the factors mentioned above. This has helped McDonalds

become Service Leader and a successful Service Brand. This is evident from the fact that

very few of its customers opt for take-home parcels or home deliveries while most of them

prefer to eat at the outlet and enjoy the McDonalds experience.

McDonald zing the Suppliers

McDonalds has changed the nature of not only the food service industry but also the food

processing industry as well. McDonalds realized that the battle between fast food chains

would increasingly be one of efficiency of supply, lower cost production and greater desire to

innovate. It pioneered with innovative and sophisticated food distribution and packaging

systems when the traditional food processors were unwilling or unable to supply food items

that McDonalds demanded. They achieved amazing consistency by devoting more attention

than anyone else to field service and training at store level. Production was concentrated in

huge plants devoted exclusively to McDonalds. McDonalds also started with tiny suppliers

and grew with them displaying great loyalty.


22/48

22

Nowhere is the supplier loyalty more evident than in development of new, improved

products. Some of McDonalds classic food items like Filet-o-Fish, French Fries, Chicken

Nuggets etc. are results of supplier innovation. Interestingly, it took KFC more than three

years before in finally introduced its own version of chicken nuggets. Thus supplier

technological expertise had given McDonalds a product which was not a mere marketinginnovation but a technical one. McDonalds attempted to squeeze labour out of the stores by

moving more preparation back into the processing plant, creating the opportunity to develop

unique products based on suppliers processing skills.

Importance of PLC in McDonalds

The requirements of customers change over time and thus the product offering has to be

changed accordingly. What is the fashion today may be out of market within few weeks.Thus continuous innovation is required.

To counter these changes McDonalds has continuously introduced new products and has

phased out the old ones which were at the decline stage of their PLC. The introduction is

timed such that the new product does not cannibalize the product already in the maturity or

growth stage. Thus the secret lies in getting profits with different products in the different

stages of the PLC.


23/48

23

A perfect example of revitalising a product in decline phase

The French Fries have been an important part of the McDonalds menu worldwide. But now

it was in the stage of decline and was actually not generating proper return. In an attempt to

revitalize it, a new variant was introduced namely Shake Shake Fries. This is being served

with chatpata spice mix which has resulted in increase in the sales of French Fries and has

elevated it from to the decline stage. This is used to delay the decline of a well established

product which has the potential of generating further revenue.

Competitors Analysis

McDonalds has been a leading fast-foods outlet in Vile Parle. But the outlet understudy has

other competitors eating away into its market share. In addition to its traditional rivalsKFC,

Dominos, Pizza Hutthe firm encounters new challenges. Jumbo King competes using a

back-to-basics approach of quickly serving up burgers for time-pressed consumers. On the

higher end, the KFC has become potent competitor in the quick service field, taking away

customers from McDonalds. Perhaps in the new environment, fast, convenient service is no

longer enough to distinguish the firm. At this time, a new critical success factor may be

emerging: the need to create a rich, satisfying experience for consumers. This brings us to

service and experience based competition which McDonalds can use for competitive

advantage against Jumbo King. Keeping in mind the demographics of the area, McDonalds

has Wi-Fi enabled the outlet to cater to the student community. It is for this overall Food,

Fun & Folks experience that customerspay a premium over the other competitors.

Competition also reduces product lifecycle; inducing firms to revise their products

portfolios and to revisit their product market to understand changing needs, expectations and


24/48

24

perception of different market segments. The new McBreakfast would be introduced between

6 to 11 am as a pilot project. This would open up a whole new revenue stream for

McDonalds by tapping into the student and working population by providing a healthy and

wholesome breakfast. This shows how demographic shift can affect the demand for products

and services. McDonalds has anticipated these changes to maintain its competitive edge.

Two Dimensional Perceptual Mapping

SWOT Analysis


25/48

25

The Road Ahead

Entr y to Tier 2 and Tier 3 citiesThe main target customer for McDonalds is the

new urban Indian family. With the customer demographics constantly changing and

tectonic social and cultural shifts being observed in Tier 2 and Tier 3 cities due to

globalization, the company is now expanding to Tier 2 cities like Pune and Jaipur.

Roll ing out M cBreakfast across all outletsIn India, the company has recently

launched its entry into the breakfast food category. This is now launched on a pilot

basis on select stores. In Mumbai, it available at the Vile Parle outlet. The company

views this category as a key growth driver in future.

Exhibits

1. McDonalds Indian Menu

Vegetarian Non Vegetarian

McVeggie Chicken Maharaja Mac

McAlooTikki McChicken Burger

Paneer Salsa Wrap Shahi Chicken McCurry

Crispy Chinese Wrap Chicken Mexican

McCurry Pan Fillet-O-Fish

Pizza McPuff


26/48

26

Vegetarian Menu

Non-Vegetarian Menu


27/48

27

CHAPTER 2

Research Methodology

OBJECTIVES OF STUDY

1) To study the consumer preference towards McDonalds .

2) To know about the eating behaviour of consumer.

3) To study the level of satisfaction of consumer.

Research Design

A research design is the arrangement of condition for collection and analysis of data in a

manner that aims to combine relevance to the research purpose with the economy in

procedure Intact the research design is the conceptual structure within which research is

conducted it constitutes the blue prints for the collection, measurement and analysis of data.

As such the design includes an outline of what the researcher will do from writing the

hypothesis and its operational implication to the final analysis of data.

For this research work Explotory design is used, it includes survey and fact-findings, enquires

of different kinds. The major purpose Explotoryof research is description of the state of

affairs, as it exists at preset. In this method the reach has no control over the variable he/she

can only report what had happened and what is happening this study tries to describe the

McDonalds.

Sampling Design

There are numbers of consumers of McDonalds. The objective of study is to consumer

preference towards McDonalds. .Before selecting sampling technique it is necessary to

planning about sample.


28/48

28

SAMPLING TECHNIQUE

For this research work I have applied judgmental and convenience sampling method.

SAMPLING SIZE

Sample size: The sampling size for this research is 50 only.

SOURCE OF DATA

Primary Source

Primary data have been collected through personal observations, and discussions with

variousconsumers of McDonalds.

To evaluate the effectiveness of consumer preference a survey was conducted on a sample of

50 consumers. In this study the primary data was collected through well designed

questionnaires.

Secondary Sour ce

Through Internet

Scope ofThe Study

Ludhiana

TOOL OF DATA COLLECTION

The tool used for data collection in research is questionnaires. A structured questionnaire was

carefully developed and before actually distributing it was checked by internal guides while

designing the questionnaires researcher have used close-ended type of questions.

It is easy way to obtain the information .Otherwise they are very busy. They do not have

enough time to share something.

Scaling

In this project information is related to consumer preference towards McDonalds


29/48

29

CHAPTER -3

ANALYSIS & INTERPRETATION

Here, an attempt has been made to interpret and analysis the information collected

through primary data. Here the information gathered and compiled has been represented

through graphs and different chart.

These include thefollowing:

Q1. Which fast food you join to prefer

McDonalds

Kfc

Subway

Other

INTERPRETATION:-

The chart reveals the consumer preference towards fast food. 55% of the sample were

satisfied with the McDonalds. While 25% are preferedkfc ,9% are prefered subway and

11% are others.

55%

25%

9%

11%

Preference

McDonald's

KFC

Subway

Other


30/48

30

Q2. Which is your favourite product at McDonalds

Maharaj Mac

Mc Chicken Burger Mc Veg. Burger

French Fries

Mc Curry Pan

File To Fish

Others

Interpretation:-

The chart reveals the favourite food at McDonalds. Mostly the consumer in favour of French

fries . While 18% consumers in favour of mc chicken burger, 12% in favour of mc veg burger

and rest are other products.

Favourite Product

6%

18%

12%

34%

12%

8%

10%

MAHARAJ MAC

MC CHICKEN

BURGER

MC VEGGIE

BURGER

FRENCH FRIES

MC CURRY PAN

FILETO FISH

OTHERS


31/48

31

Q3. Is the product line in McDonalds adequate

Yes

No

Average

INTERPRETRATION:-

The chart reveals the product line of McDonalds. 38%of thesample were satisfied with

Average. While 34% consumers that they are unsatisfied with product line and 28%

satisfied with product line.

Is the product line adequate?

28%

34%

38%YES

NO

AVERAGE


32/48

32

Q4.What is the mainproblem you faced at McDonalds

Long Queues

Rude Behaviour of Employees

Congestion

Other

No problem

Interpretation:-

The chart reveals the main problem faced in McDonalds. 40% of the consumers were not

facing any problem. While 24% werefaced long queues, 16% were faced congestion and

other.

Problems Faced in McDonald's

24%

4%

16%

16%

40%

Long Queues

Rude Behavior of

Employees

Congestion

Other

No Problem


33/48

33

Q5. Which area do you think needs the most improvement

Delivery Time

Capaciousness

Product Variety

Prices

Offers and discounts

Others

Interpretation:-

The chart reveals improvement required in McDonalds. 30%of the sample said that

product variety, 24% said that prices, 20% said that offers and discounts and others were etc.

Improvement Required

10%

6%

30%

24%

20%

10%

Delivery Time

Capaciousness

Product Variety

Prices

Offers anddiscounts

Others


34/48

34

Q6. What is the first thing that strikes your mind about McDonalds

Burger

Golden Arches

Service

Value for money

Fun

Interpretation

The chart reveals the first thing about McDonalds strikes Consumers mind. 30% of the

sample was satisfied with burger, 26% with Golden Arches, 18% with service, 22% with

fun and rest were value for money.

First Thing About McDonald's That

Strikes Consumer's mind

30%

26%

18%

4%

22%

Burger

Golden Arches

Service

Value for Money

Fun


35/48

35

Q7.How often do u eat at McDonalds

Once in a year

Once a month.

Once a week

Everyday

Interpretation:-

The chart reveals the 40% of the sample satisfy with once in month, while 35% were once a

week, 20% of the consumers once in a year and rest 15% were everyday.

20

4035

15

Eat At McDonald's

Once a year

Once a mon

Once aweek

Everyday


36/48

36

Q8.Would u says that McDonalds is healthy

Yes

No

Not Sure

Interpretation

The chart reveals the McDonalds healthy. 40% of the consumers were satisfied with

McDonalds. While 30% were unsatisfied and rest were not sure.

40

30

30

Healthy

Yes

No

Not Sure


37/48

37

Q9. Does price affect what you buy.

Yes

No

Interpretation:-

The chart reveals the price effect.65%of thesample was satisfied while 35% were unsatisfied.

65

35

Price Effect

Yes

No


38/48

38

Q10.Have you ever had to wait in a line for more than 5 minute

Yes

No

Interpretation:-

The chart reveals that 69% of the consumers are not satisfied with wait in line. While 31% of

the consumers are satisfied.

31

69

Wait in line

Yes

No


39/48

39

Q11.Why do u eat at McDonalds

Tastes food

Cheap

Convenient

I dont eat at McDonalds

Interpretation:-

Chart exhibits the consumersopinion on McDonalds. 45% of the consumers satisfied with

tastes food. While 30% were satisfied with convenient and rest were others.

45

15

30

10

Why Eat

Tastes good

Cheap

Convenient

I don't eat at

McDonald's


40/48

40

Q12.What time of the day do you prefer to eat there.

Breakfast

Lunch

Dinner

Dessert

Snack

Interpretation:-

Chart reveals the time of the day consumers prefer to eat. 25% were satisfied with snacks and

lunch. While others were i.e. 20% were satisfied with dessert and rest were others.

15

25

15

20

25

Time

Breakfast

Lunch

Dinner

Dessert

Snack


41/48

41

CHAPTER-4

FINDINGS

The following are the findings:

1.75% consumers are satisfied with theproducts of McDonalds rest of the respondent not

satisfied.

2. It is observed that majority of the consumers 98% are very much satisfied with the

facilities that they are receiving.

3. Majority of the employees 79% are feeling good about the McVeg.that is provided by the

McDonalds. .

4. Majority of the consumers 96% have the more satisfaction regarding the more product

variety rest of the respondent not satisfied. .

5. 90% respondents are satisfied with delivery response and 10% are not satisfied with

delivery response.

6. Majority of the consumers 85% are feeling good about McDonaldsbut 15% are not.

7. 30% respondents are satisfied with their product line but 70% are not.

8. It is observed that majority of the consumers 60% are very much satisfied with the

McDonalds rest of the respondent not satisfied.

9. 65% of the consumers affected with the price ofMcDonalds than 35% was not.

10. All the consumers have satisfied with their delivery system.


42/48

42

SUGESSTIONS

The following are the suggestions:

1. McDonalds should provide the facility buy one get one free on costly products.

2. McDonalds should more concentrate on their product line.

3. McDonalds should provide the discounts to all the consumers on festival days.

4. McDonalds should provide the facility of home delivery.


43/48

43

Limitations of Study

1. Certain limitations were inherent with this project work.

2. 100% response rate was not found from the respondents. Some extent of biasness was

found because of Brand loyalty while answering the questions

3. Potential biases such as reluctance of consumers, executives etc.

4. Lack of interest of the respondent was one of the major problems.


44/48

44

Conclusions

McDonald takes the share on this attribute by providing the customer with fast and

friendly services

At McDonald we get your order usually within 60-90 seconds from the time it is

placed. Providing the customer fast and friendly services is the philosophy of

McDonald's. This is the big advantage McDonald's is having over the other

restaurants.

The customer satisfaction levels are better than the other competitors McDonald's.

The advantage McDonald having over the other restaurant is I) Ambiance ii)Employee behaviour iii) Cleanliness and iv) Price

There is a price and service quality factor today, which the customer is looking for. It

is giving an edge to McDonald's.


45/48

45

CHAPTER 5

BIBLIOGRAPHY

1. Marketing Management Dr. RajanSaxena

2. McDonalds Behind the Arches John S Love

3. www.Mcdonaldsindia.com

4. Outlet ManagerMcDonalds Vile Parle


46/48

46

Chapter-6

ANNEXURE

Questionnaire

Q1. Which fast food you join to prefer?

a) McDonalds b)KFC

c) Subway d) Others

Q2.Which is your favourite product at McDonalds?

a) Maharaj Mac b) Mc Chicken Burger

c) Mc Veg. Burger d) French Fries

e) Mc Curry Pan f) File to Fish

g) Others

Q3. Is the product line in McDonalds adequate?

a) Yes b) No

c) Average

Q4.What is the main problem you faced at McDonalds?

a) Long Queues b) Rude Behaviour of Employees

c) Congestion d) Other

e) No problem

Q5.Which area do you think needs the most improvement?

a) Delivery Time b) Capaciousness

c) Product Variety d) Prices

e) Offers and discounts f) Others


47/48

47

Q6.What is the first thing that strikes your mind about McDonalds?

a)Burger b)Golden Arches

c) Serviced) Value for money

e) Fun

Q7.How often do u eat at McDonalds?

a) Once a year b) Once a month.

c) Once a week d)Everyday

Q8..Would u says that McDonalds is healthy?

a) Yes b) No

c) Not Sure

Q9.Does price affect what you buy?

a) Yes b) No

Q10.Have you ever had to wait in a line for more than 5 minute?

a) Yes b) No

Q11.Why do u eat at McDonalds?

a) Tastes food b) Cheap

c) Convenient d) I dont eat at McDonalds

Q12.What time of the day do you prefer to eat there?

a) Breakfast b) Lunch

c) Dinner d) Dessert

e) Snack


48/48

Please dont forget to mention your personal information

Name: --------------------------------

Business / Profession: --------------------------------

Gender --------------------------------

Contact No. ------------------------------

SIGNATURE-___________

Date post:	14-Apr-2018
Category:	Documents
Upload:	anoop-saini
View:	241 times
Download:	0 times

Anoop Final Project

Documents