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

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 members of 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 encouraging support, 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

Certificate I 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 (Faculty Advisor)

____________________ Mr. Ajay Kumar

Certificate II 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

S. No

CONTENTS

Page No

1. INTRODUCTION 6-26 2. RESEARCH METHODOLGY Objective Of The Study Research Design 3. DATA ANALYSIS AND INTERPRETATION 29-40 27-28

4. FINDINGS,CONCLUSION AND SUGGESTION 41-44

5. BIBLIOGRAPHY 45

6. ANNEXURE 46-48

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 had previously used. The McDonalds name was added to the logo in 1968.

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 overworking child labor in one of its London restaurants. This is thought to be one of the largest fines 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
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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

McDonalds Brothers

FRANCHISEES
Franchising refers to the methods of practicing and using another persons 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 other support 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 in McDonalds ad their continued of our restaurants.
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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
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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 the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.

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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 be responsive to the Indian sensitivities. So McDonalds came up with chicken, lamb and fish burgers to suite the Indian palate.

The vegetarian customer India 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 nonvegetarian 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.

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% of kids who influence what FMCG brand their family buys

80% 70% 60% 50% 40% 30% 20% 10% 0%

71% 59% 52%

Biscuits

Burgers & Pizzas

Fruit Juices

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 while their 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 baat projects 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.

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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.

Target Segment A Family with children

What is McDonalds for me? 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.

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 connect strongly 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

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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 nontangible aspects of the product and service. McDonalds has intentionally kept its product depth and product width limited. McDonalds studied 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.

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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?

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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 th e 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.

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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 coproducers 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.

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Service Delivery Process

Core Product

Supplementary Process

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.

Moments Of Truth The Service Encounter Customer

Service Provider 20

Service Delivery Points

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.

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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 marketing innovation 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.

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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 customers pay 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
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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

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The Road Ahead Entry to Tier 2 and Tier 3 cities The 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.

Rolling out McBreakfast across all outlets In 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 McVeggie McAlooTikki Paneer Salsa Wrap Crispy Chinese McCurry Pan Pizza McPuff Non Vegetarian Chicken Maharaja Mac McChicken Burger Shahi Chicken McCurry Wrap Chicken Mexican Fillet-O-Fish

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Vegetarian Menu

Non-Vegetarian Menu

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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.

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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 Source
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

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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

Preference
11%

9%

McDonald's KFC 55% Subway Other

25%

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.

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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

Favourite Product
MAHARAJ MAC MC CHICKEN BURGER 18% MC VEGGIE BURGER FRENCH FRIES 12% MC CURRY PAN FILETO FISH 34% OTHERS

10% 8%

6%

12%

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.

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Q3. Is the product line in McDonalds adequate Yes No Average

Is the product line adequate?

28% 38% YES NO AVERAGE

34%

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.

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Q4.What is the main problem you faced at McDonalds Long Queues Rude Behaviour of Employees Congestion Other No problem

Problems Faced in McDonald's

Long Queues 24% 40% 4% Other 16% No Problem 16% Rude Behavior of Employees Congestion

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.

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Q5. Which area do you think needs the most improvement Delivery Time Capaciousness Product Variety Prices Offers and discounts Others

Improvement Required
Delivery Time 10% 10% 6% 20% Capaciousness Product Variety Prices 30% Offers and discounts 24% 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.

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Q6. What is the first thing that strikes your mind about McDonalds Burger Golden Arches Service Value for money Fun

First Thing About McDonald's That Strikes Consumer's mind

22% 30% 4% Burger Golden Arches Service Value for Money 18% 26% 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.

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Q7.How often do u eat at McDonalds Once in a year Once a month. Once a week Everyday

Eat At McDonald's
15 20 Once a year Once a mon Once aweek 35 40 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.

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Q8.Would u says that McDonalds is healthy Yes No Not Sure

Healthy
30

40 Yes No Not Sure

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Interpretation
The chart reveals the McDonalds healthy. 40% of the consumers were satisfied with McDonalds. While 30% were unsatisfied and rest were not sure.

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Q9. Does price affect what you buy. Yes No

Price Effect
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Yes No 65

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

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Q10.Have you ever had to wait in a line for more than 5 minute Yes No

Wait in line
31

Yes No 69

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

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Q11.Why do u eat at McDonalds Tastes food Cheap Convenient I dont eat at McDonalds

Why Eat
10 Tastes good 45 Cheap 30 Convenient I don't eat at McDonald's 15

Interpretation:Chart exhibits the consumers opinion on McDonalds. 45% of the consumers satisfied with tastes food. While 30% were satisfied with convenient and rest were others.

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Q12.What time of the day do you prefer to eat there. Breakfast Lunch Dinner Dessert Snack

Time
15 25 Breakfast Lunch 25 Dinner Dessert Snack 20 15

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.

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CHAPTER-4 FINDINGS

The following are the findings: 1.75% consumers are satisfied with the products 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 McDonalds but 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 of McDonalds than 35% was not. 10. All the consumers have satisfied with their delivery system.

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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.

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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.

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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.

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CHAPTER 5
BIBLIOGRAPHY
1. Marketing Management Dr. RajanSaxena 2. McDonalds Behind the Arches John S Love 3. www.Mcdonaldsindia.com 4. Outlet Manager McDonalds Vile Parle

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Chapter-6
ANNEXURE

Questionnaire

Q1. Which fast food you join to prefer? a) McDonalds c) Subway b)KFC d) Others

Q2.Which is your favourite product at McDonalds? a) Maharaj Mac c) Mc Veg. Burger e) Mc Curry Pan g) Others b) Mc Chicken Burger d) French Fries f) File to Fish

Q3. Is the product line in McDonalds adequate?

a) Yes c) Average b) No

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

a) Long Queues c) Congestion e) No problem b) Rude Behaviour of Employees d) Other

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

a) Delivery Time c) Product Variety e) Offers and discounts b) Capaciousness d) Prices f) Others

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Q6.What is the first thing that strikes your mind about McDonalds?
a)Burger c) Serviced) Value for money e) Fun b)Golden Arches

Q7.How often do u eat at McDonalds?

a) Once a year c) Once a week b) Once a month. d)Everyday

Q8..Would u says that McDonalds is healthy?

a) Yes c) Not Sure b) No

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 c) Convenient b) Cheap d) I dont eat at McDonalds

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

a) Breakfast c) Dinner e) Snack
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b) Lunch d) Dessert

Please dont forget to mention your personal information Name: Gender Contact No. -------------------------------------------------------------------------------------------SIGNATURE-___________

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

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