anoop final project
TRANSCRIPT
-
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 -
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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)
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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.
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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.
-
7/27/2019 Anoop Final Project
10/48
10
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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.
-
7/27/2019 Anoop Final Project
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.
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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.
-
7/27/2019 Anoop Final Project
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.
-
7/27/2019 Anoop Final Project
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?
-
7/27/2019 Anoop Final Project
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.
-
7/27/2019 Anoop Final Project
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.
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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.
-
7/27/2019 Anoop Final Project
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.
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
26/48
26
Vegetarian Menu
Non-Vegetarian Menu
-
7/27/2019 Anoop Final Project
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.
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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.
-
7/27/2019 Anoop Final Project
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.
-
7/27/2019 Anoop Final Project
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.
-
7/27/2019 Anoop Final Project
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.
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
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
-
7/27/2019 Anoop Final Project
48/48
Please dont forget to mention your personal information
Name: --------------------------------
Business / Profession: --------------------------------
Gender --------------------------------
Contact No. ------------------------------
SIGNATURE-___________