RAMJAS COLLEGE

UNIVERSITY OF DELHI

PROJECT REPORT
ON
Mc Donald’s

Submitted in Partial Fulfillment of the Requirement of

B.Com (Hons-IIIrd Year)

UNDER THE GUIDANCE OF: SUBMITTED BY:

Dr. DHANIRAM SAIDINGLIANA SAILO
RAMJAS COLLEGE (1064) B.COM HONS SEC-A

1
 Contents

(i) Certificate of authenticity

(ii) Acknowledgement

Chapter1. Introduction to project

- Executive summary of the project
- Objectives
- Limitations

Chapter2. Research methodology

- Objectives of research study
- Data collection:
+Primary
+Secondary
- Statistical & presentation tools
- Sample size
- Areas covered

Chapter3. Industry overview (fast food industries)

- Introduction
- Trends in industry
- Major players

Chapter4. Company profile

- Introduction
- History/ achievement
- Customer satisfaction through marketing strategies (4 P’s)

2
Chapter5. Findings & analysis
- Findings based on questionnaire

Chapter6. Conclusions & recommendations

- General and based on questionnaire

Chapter7. Annexure
- Sample questionnaire
- Bibliography

3
Declaration

I, SAIDINGLIANA SAILO, declare that the project work entitled study of “ Mc DONALD’S ”
under the guidance of “ Ms. DHANIRAM” in the partial fulfillment of requirement for the award
of Bachelor Of Commerce honors from Ramjas College, University Of Delhi, New Delhi.

This is an original work and I have not submitted it earlier elsewhere.

Signature of project guide: Student’s signature:

Ms. DHANIRAM SAIDINGLIANA SAILO

Department of commerce B.COM HONS III YEAR
RAMJAS COLLEGE ROLL NO-1064

4
Acknowledgement

I wish to extend sincere thanks to my mentor Dr. Dhaniram for his dedication, invaluable
guidance, scholarly support and commitment of time throughout this process. He remained a
source of encouragement throughout the course of this study and without her help the project
could not have taken its present form.

I am equally indebted to all my faculty members for their timely cooperation and valuable
suggestions.

Saidingliana Sailo
14056204033

B.com(hons.)
Ramjas College
University of Delhi

5
 Introduction

Executive summary of the project

With the increase in spending capacity of Indian Middle Class Society, the mind set of
consumers have changed in relation to recreational activities.
Everybody wants to spend quality time and is ready to pay for good service provided.
More frequently people move out to eat and spend time; this has created scope for many fast
food chains. But along with that it has created competition among different food chains.
Hence each and everyone play a major role in attracting customers. The trend can be seen by the
increasing number of food chains.
That is why this topic was chosen for further study as this particular industry is fast becoming
very competitive.
This project comprises of the analysis of Indian Fast Food Industry and competition that is
defining the trend, different companies and various players are analyzed from their competing
Strategies, Objectives, Strengths and Weakness.

The companies that have been analyzed in this project are:

- Nirula’s
- Pizza hut
- Domino’s
- Mc Donalds
- Haldiram’s
Further the study conducts a comprehensive study on one of the major players in the food
services industry, which was McDonalds, the research tries to develop a case study which studies
McDonalds and its business process very closely with a greater emphasis on major activities
which it carries out in India, and tries to give a learning for its Indian counter parts.

6
Objectives of the study
 To do customer value analysis which includes identifying the major attributes that
customers value in a fast food chain restaurant, assessing the quality of the different
attributes.
 To identify different activities that an aggressive company like McDonald’s follow in order
to establish itself in a local market and increasing sales by being in customer’s mind and
heart.

Limitations of the study

Since the road to improvement is never ending, so this study also suffers from certain limitations.
Some of them are as follows:
 The extent of the survey was New Delhi only. So the suggestions or arguments given in
the report may not hold true for other locations in India.
 Because of time constraints and reserve constraints, a mix of convenient sampling and
judgments sampling was used.
 It is possible that the information supplied by the informants may be incorrect. So, the
study may lack accuracy.

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 Research Methodology

Objectives of research study

The main objective of the research was to survey the consumers and try to identify whether the
customers are satisfied with the services provided by McDonalds. Whether the services provided
by them are as desired by the customers or not.
The research also finds out the company on different customer value attributed and tries to find
their performance.

The services provided by McDonalds have been assessed on the basis on following dimensions
of service quality:
- Tangibles: appearance of physical facilities, equipment, personnel, and communication
material
- Reliability: ability to perform dependable services accurately
- Empathy: Provision of caring, individualized attention to customers
- Responsiveness: the willingness to help customers and to provide prompt service
- Assurance: the knowledge and courtesy of employees and their ability to convey trust and
confidence.

Data collection
In this project both primary data as well as secondary data are used.

PRIMARY DATA
Primary data used in this project is collected through two methods, namely, QUESTIONNAIRE
METHOD and DIRECT PERSONAL INTERVIEW METHOD. Both these method proved to be
great help in getting the required information.

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SECONDARY DATA
It is not possible to collect firsthand information for each &everything so, secondary data from
various sources like Internet and Indian Info line website were used.

Statistical & Presentation tools used

PRIMARY DATA is:

 First classified i.e. grouped qualitatively and quantitatively according to the situation or
the type of the data which was collected.
 After classifying is represented in the form of tables i.e. systematically arranged in
columns and rows.
 Some of the data is also graphically represented in the form of PIE DIAGRAM.

SECONDARY DATA is represented:

 In the form of tables.
 By the way of BAR GRAPHS and PIE CHARTS

Sample size and Areas covered

A customer-based survey was conducted in which 50 people were asked to fill the questionnaire
in Delhi.

Because it was not possible to consider each and every person, PROBABILITY SAMPLE or
RANDOM SAMPLE was taken.

9
 Industry Overview
(Fast Food Industries)

Introduction

The food industry is on a high as Indians continue to have a feast. Fuelled by what can be termed
as a perfect ingredient for any industry – large disposable incomes – the food sector has been
witnessing a marked change in consumption patterns, especially in terms of food. An increasing
number of international fast food chains rushing to India are because all of them see tremendous
potential in for this type of business.
The various players operating in India are the well-established Indian chains like Nirula’s,
Haldiram’s and multinational companies like McDonalds, Pizza hut, Domino’s pizza, etc.
The players are fighting on products, pricing, positioning and trying to convert their first trials
into regular purchase by providing delightful service quality. The focus is on product quality and
standardization on taste.

Beyond this each player has its own strategy to expand consumer base.
- Some feel that pricing is not the deciding factor since fast food is not price sensitive market
because it is not a single diet of Indians.
- For most, targeting children seems the right strategy.
- Advertising is popular.
Trends in the fast food industry
The industry is estimated to grow at 9-12 per cent, on the basis of an estimated GDP growth rate
of 6-8 per cent, during the Tenth Five year plan period. Value addition of food is expected to
increase from the current 8 per cent to 35 per cent by the end of 2025. Fruit and vegetable

10
processing, which is currently around 2 per cent of total production will increase to 10 per cent
by 2010 and to 25 per cent by 2025.

The market scenario

India among top 10 markets for weekly fast food consumption, an online survey has found. Most
of the countries are from the Asia-pacific region, with the US being the exemption.
Percentage of adult population eating at takeaway restaurants at least once every week:

Hong Kong 61 %
Malaysia 59 %
Singapore 50 %
China 41 %
India 37 %
Europe 11 %

Among the international fast food chains and local operators, McDonald’s emerges as the most
popular of all takeaway options.
McDonald’s is most visited in Australia (84%)
KFC is most visited in China (42%)
Pizza hut is most visited in India (22%)
Major players
In India the major players which constitute the Indian fast food industry includes Indian as well
as Multinational companies.
These are:

1. Nirula’s

Established in 1934, Nirula’s today is a diversified group having a chain of elegant Business
hotels, Waiter service restaurants, Family style restaurants, Ice Cream parlors, pastry shops and
food processing plants in India.

The restaurants serve a wide variety of multi-cuisine foods, both western and Indian including
pizzas, burgers, chana kulcha, saag-roti and much more.

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2. Pizza hut

In 1996 Pizza hut came to India with a dine in restaurant in Bangalore that has special vegetarian
pizzas. In addition to traditional Italian topping, it incorporates Indian favorites such as chicken
tikkas, lamb korma, etc. In its list of innovative toppings, along with pizzas the menu features
appetizers like garlic bread and soups, fresh salads, oven baked pastas and choice f\of ice-cream
sundaes.

3. Domino’s pizza

It was incorporated in 1995 as the master franchise o Domino’s pizza international Inc., of
USA... the first Domino’s pizza store in India opened in January 1996 at New Delhi. Today it
has grown into a countrywide network of over 104 outlets in 30 cities.
It has established a reputation for being a home delivery specialist capable of delivering pizzas
within 30 minutes. It was the first one to start this facility to customers..

4. Haldiram’s
Haldiram began in 1937as a small sweet shop in Bikaner, in Rajasthan state of India.
In 2001 the turnover of haldiram’s was Rs. 4 billion.

It was first company to brand namkeens. And also first company to offer traditional Indian items
like ‘panipuri’, ‘chatpapri’ and so on.

At Haldiram’s quality is the obsession and this spirit has given its competitors a cutting edge.
Haldiram offers a very wide range of delicacies like- Namkeens, Sweets, Syrups, Papads, North
Indian dishes, South Indian dishes, Pastries,Sweet dishes.

12
Company
profile

13
 McDonalds India

Introduction

McDonald’s in India is a 50-50 joint venture partnership between McDonald’s Corporation

[USA] and two Indian businessmen. Amit Jatia’s company hard castle Restaurants Pvt. Ltd.
owns and operates McDonald's restaurants in Western India. While Connaught Plaza Restaurants
Pvt. Ltd headed by Vikram Bakshi owns and operates the Northern operations.

As a leader in QSR (Quick Service Restaurant) segment McDonalds has pioneered various
industry benchmark practices over the past decade of serving Indian customers, including new
concepts such as

# Oil alliances in India by linking with petroleum giants BPCL and HPCL.
# Home delivery (Mcdelivery™ -2004); providing even more convenience to our customers.
# First drive thru restaurant in India at Noida (up) in1997.

Restaurant count

McDonald’s has 122 restaurants in India of which 72 are in north & east India and 50 in west &
south India .

The principles that guide us …

 Quality, Service, Cleanliness & Value - It is an unflinching McDonald's ideology

that our customers must always get quality products, served quickly and with a
smile, in a clean and pleasant environment; and all at a fair price

 We are committed to exceeding our customers' expectations in every restaurant

every time.

 We have a passion and a responsibility for enhancing and protecting the

McDonald's brand.

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History

McDonald’s journey so far……..

Key Landmarks - McDonald's India Journey

1996 First McDonald’s restaurant opened on 13 oct, at basant lok, vasant vihar new Delhi. It
was also first McDonalds restaurant in the world not serving beef on its menu
1996 First drive – thru restaurant at Noida, up

1999 First mall location restaurant at Ansal plaza New Delhi

2000 First thematic restaurant at connaught place, new Delhi
2001 First restaurant in a food court at 3C’s Lajpat Nagar , new Delhi
First annual fundraiser in association with ORBIS and Dr. Shroff’s charity eye
hospital Delhi
2002 First dessert kiosk Faridabad Haryana
2003-04 Indigenous products like mcaloo tikki, mcveggie and pizza mcpuff exported to
Middle East countries
2003McDonalds delivery service, mcdelivery introduced in New Delhi
2007 First restaurant opened in the eastern region at Park Street, Kolkata (west Bengal)

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Achievements
McDonald's India - A decade of quality service

For its unparalleled benchmarks established in the QSR sector McDonald’s India has been
bestowed with many prestigious awards. To name a few:

# Most respected company for four consecutive years, 2003-2007 in the food services sector by
business world

# Most wanted brand of the year award 2003 & 2004 by franchising holdings India ltd.

# Star retailer – the consumer way, food services retailer’ of the year 2006 by franchise India

# Amity corporate excellence award’ in 2007

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 Key Facts ~ McDonald’s

Type Public (NYSE: MCD)

Founded May 15, 1940 in San Bernardino, California

Founder Dick and Mac McDonald

Headquarters Oak Brook, Illinois, USA

No. of locations 31,000+ worldwide[18]

Ray Kroc, corporate founder

Key people Jim Skinner, CEO
Ralph Alvarez, president and COO

Industry Restaurants

Fast Food (including hamburgers, chicken products, french fries,

Products milkshakes, salads, desserts, breakfast items, and children's meal
ensembles)

Revenue $20.460 Billion USD (2005)

Net income $2.602 Billion USD (2005)

Employees 447,000 (2005)[19]

Slogan i'm lovin' it

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 Customer Satisfaction
Through
4 P’s
Of
Marketing Mix

Marketing Mix

“Marketing Mix is a set of marketing tools that the firm uses to pursue its marketing objectives
in the target market” - Kotler
Marketing mix is a blending of decisions in the ‘4 Ps’.Four major ingredients of marketing mix
are:

1. Product
A product is any good or service that consumers want. It is a bundle of utilities or a cluster of
tangible and intangible attributes. It deals with the dimensions of product line, durability and
other qualities. In short, product mix requires decisions with regard to
(a) Size and weight of the product (b) Quality of the product (c) Design of the product

18
(d) Volume of output (e) Brand name (f) Packaging (g) Product range (h) Product testing

2. Price

Price is an important factor affecting the success of a firm. In practice, it is very difficult to fix
the right price. Demand, cost, competition, govt. regulation, etc. are the vital factors that must be
taken into consideration in the determination of the price. Price mix involves decisions regarding
base price, discounts, allowances, fright payment, credit, etc.

3.Promotion
Promotion component of the marketing mix is concerned with bringing products to the
knowledge of customers and persuading them to buy. It is the function of informing and
influencing the customer. Promotion mix involves decisions with respect to advertising, personal
selling and sales promotion.
Campaign requires an effective blending of promotional inputs so as to optimize the
expenditure on each.

4.Place (distribution)
This element of marketing mix involves a choice of the place where the products are to be
displayed and made available to the customers. It is concerned with decisions relating to the
wholesale and retail outlets or channels of distribution. The objective of selecting and managing
trade channels is to provide the products to the right customer at the right time and place on a
continuing basis. In the determination of distribution mix a firm has to make decision with
regard to the mode of transporting of goods to middle-men, use of company vehiclesor both.

19
Product Mix
(McDonald’s Product Mix)

As explained earlier Product mix deals with the dimensions of product line, quality and design of
the product, its packaging, brand name, product range, etc.

Product line of McDonalds includes the products offered for sale, i.e. the range of food products
offered to the customers.

The product breadth or number of products offered by McDonalds can be classified as:

Vegetarian products
Non vegetarian products
Beverages
Desserts
Add-ons

Vegetarian products include: Non-Vegetarian products include:

McVeggie Chicken Maharaja Mac

McAloo tikki McChicken
Paneer Salsa wrap Filet-o-fish
Crispy Chinese Chicken Mexican wrap
Veg McCurry pan Chicken McGrill
Pizza McPuff Chicken McCurry pan

BeveragesDessertsAdd-ons

Cold coffee Soft serve cone Fries

Hot serves McSwirl Potato Wedges
McShakes Soft serves
Soft drinks Flavour bursts
Ice tea Floats

All this shows the wide product range of McDonald’s. Besides that the quality of McDonald’s,
according to the survey and general findings, is consistent throughout the life of the product.
quest.

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Nothing but the Best

That's how we plan our product range. Food quality is key at McDonald's. That's why we take
pride in the foods we serve you and your family. We seek out fresh lettuce and tomatoes, quality
buns and potatoes, select poultry and fish and wholesome dairy products. Our immaculate
standards of quality allow for nothing but the best to reach your tray.

Product strategies:

In order to achieve the desired rate of profits and growth, a firm has to continuously adjust its
products and product mix to the changing needs and targets of the market.
This matching of products to the requirements of competitionand buyers is known as product
strategy.
Some of the important product strategies, which firms adopt,
are as follows:
1) Limited Line Strategy:
This refers to the offering of one product or a small number of products to cater specific
market. The main benefit of this strategy is low cost of operations. However, it cannot meet
the requirements of different types of customers in different markets.

2) Full Line Strategy:

This ids also known as broad line strategy, it implies the offering of a large number of products
to meet the requirements of different customers in different markets.

3) Trading up and trading down:

These are alternate or opposite strategies for expanding the product mix.
Trading up implies addition of some higher priced products to the existing product line of
lowered priced products for improving the sales of old products.

Trading down refers to the addition of lower-priced products to the existing higher priced
product to boost total sales.

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Price Mix
Price and Pricing strategies:

Price is the key element of marketing mix because it relates directly to the generation of total
revenue. The term pricing policy refers to a systematic approach to pricing of different
products in different markets to evolve an appropriate pattern of prices in the long run. It is the
plan defining the initial price range and the planned price movements through time that the firm
will use to achieve its marketing objectives.

Company Pricing policies:

The price must be consistent with company pricing policies. Many companies set up a pricing
department to develop policies and establish or approve decisions. The aim is to ensure that the
salespeople quote prices that are reasonable to customers and profitable to the company.

Now a days most companies follows buyer based pricing. They are basing their prices on the
product’s perceived value. They see buyers’ perception of value, not the seller’s cost, as the key
to pricing.

McDonald began with skimming prices, i.e. setting a very high price for a new product initially
and to reduce the price gradually as competitors enter the market.
The initial high price serves to skim the cream of the market, that is , relatively insensitive to
price. This approach to pricing is, in effect, an experimental search for the right price and it may
result in a market-determined price. This method starts with a high price and moves the price
downward by steps until the right price is reached.

Initially McDonalds charged high price than what is being charged now.
But now it introduces new schemes for value of money.

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Place Mix(Distribution)
This element of marketing mix involves a choice of the place where the products are to be
displayed and made available to the customers. The objective of selecting and managing trade
channels is to provide the products to the right customer at the right time and place on a
continuing basis.
McDonalds distribution centres are wide, located in every area of India
McDonalds has Dine-in restaurant, Drive-Thru, McDelivery.
McDonald’s has 122 restaurants in India of which 72 are in north & east India and 50 in west &
south India
72 restaurants in North & East India
50 restaurants in West & South India:
The new outlets will be a combination of highway restaurants, outlets at railway stations, at
shopping malls and cineplexes, besides at residential areas with significant footfalls. McDonald's
India recently won the tender for setting up an outlet each at railway stations in Mumbai and
Jaipur. In Delhi, the chain will mark its presence through an outlet at the ambitious Delhi Metro
Rail Corporation project, expected to be operational by year-end.

Promotion Mix
Promotion is a process of communication with the potential buyers involving information,
persuasion and influence. It includes all types of personal or impersonal communication with
customers and intermediaries.
It involves an appropriate integration of advertising, personal selling, sales promotion and
publicity.

Advertising:
Advertising is any paid form of non-personal presentation and promotion of goods, services or
ideas.

The past four years have seen very high trials from first-time customers - averaging 77-80 per
cent. Now we are moving away from inducing trials, and striving for repeat customers," informs

23
Bakshi. Which explains the chain's new advertising tack. For the first time since it began
advertising on Indian television channels, McDonald's has changed its ad line. It is now `To aaj
McDonald's ho jaaye,' against the earlier `McDonald's mein hai kuch baat'. Therefore, the happy
family scenario, complete with goofy dad and adorable kid. The objective will be to continue to
position McDonald's as a comfort zone for young families.

Sales promotion

Sales promotion includes all those short-term marketing activities, other than personnel selling
and advertising and publicity, that stimulate customer purchasing and dealer effectiveness.

The main objective of sales promotion is to attract the prospective buyer toward the product, and
induce him to but the product at the point of purchase.

Promotional measures by McDonald’s

A Kids Carnival promotion with Luxor Pens and L'il Tomatoes (a kids' garments' marketer) is
scheduled to take off early next month. The current fiscal's advertising and promotional budget
has been fixed at Rs 18 crore.

McDonald’s continually review and improve its menu offerings to make sure that not only they
meet customers’ expectations, but also exceed them. As a result, they have introduced a series of
ongoing value options to suit their customers’ different needs.

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Value Meal

Value Meals consist of a burger, fries and a drink and are available in 3 sizes:
Small, Medium and Large.

Small Value Meal Medium Value Meal Large Value Meal

Burger Burger Burger
+ + +
Potato Wedges Medium Fries Large Fries
+ + +
Small Drink* Medium Drink* Large Drink*

*A Drink includes Coke™, Fanta™, Sprite™.

You can also substitute the drink in your Value Meal with a McShake™, Coffee, Tea, Hot
Chocolate, Vanilla Coke™, Ice Tea or Cold Coffee by paying the difference. For more details
please speak to the counter person at the restaurant.

Happy Meal™

A Happy Meal™ consists of a burger + small drink + toy. You can also substitute the small drink
in the Happy Meal™ with a small McShake by paying the difference.

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FindingsAndAnalysis

Findings based on Questionnaire

Question1. How frequently do you visit McDonalds?

Once a week More than once a week Once a fortinght

Once a month Less than once a month

population

30
25
25
20
15 population
10 8 7
5 5
5
0
once a more than once a once a less than
week once a fortnight month once a
week month

Out of the sample of 50, following results were obtained:

 25 informants said that they visit McDonalds once in a fortnight. This section of people is
50% of the total sample.
 8 informants said that they visit more than once in a week i.e. 16% of the people
surveyed.
 7 said that they visit once in a month. They are 14% of the people surveyed.
 5 persons each said that they visit once a week and less than once a month respectively.

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Question2. Restaurants preferred by customers

Restaurant No. of
preferred persons
McDonalds 17
Pizza hut 15
Domino’s 10
KFC 3
Nirula’s 5

Restaurants preferred

Nirula’s 5

KFC 3

Domino’s 10

Pizza hut 15

McDonalds 17

0 5 10 15 20
no. of persons

 17 out of 50 persons surveyed preferred McDonalds over any other restaurant, i.e. 34%.
 15 persons preferred Pizza hut, i.e. 30%.
 10 persons preferred Domino’s, i.e. 20%
 3 persons preferred KFC, i.e. 6%
 5 persons preferred Nirula’s, i.e. 10%
This survey conveys that there is a tough competition between McDonalds, Pizza hut and
Domino’s.

27
Question3. Rate McDonalds on the following attribute scale:

Attribute V- Good Above Avg. Avera Poor

Good ge
Taste of food 30 12 5 2 1
Variety of food 20 25 3 1 1
General hygiene 25 19 4 2 0
Ambience/Décor 9 12 21 5 3
Value for money 6 24 15 4 1
Friendliness of peers 9 20 15 4 2
Promptness of 15 20 10 2 3
delivery

35
30 V-Good
25 Good
20
Above Avg.
15
10 Average
5 Poor
0
d od e r y rs ry
f oo f fo g ien éco one ee l ive
of y o h y e /D r m of p de
e t l
a st ri e e ra ien c e f o ss s of
e
T Va en mb al u l in n es
G A V nd pt
r ie m
F o
Pr

28
Question4. Is McDonalds ambience comfortable and well provided?

Views No. of
persons
Strongly Disagree 1
Disagree 1
Neither agree 7
Agree 38
Strongly Agree 3

No. of pers ons

45
40
35
30
25
No. of pers ons
20
15
10
5
0
S trongly Dis agree Neither Agree S trongly
Dis agree agree Agree

Regarding the comfort ability of McDonalds, 38 persons out of 50 surveyed agreed that its
ambience is comfortable.
7 persons neither agree nor disagree.
3 persons strongly agreed.
1 person each disagreed.

29
Question5. Does McDonalds maintains consistency in its taste and quality?

Views No. of
persons
Yes 43
No 7

No. of persons

No
14%

Yes
86%

This question shows whether McDonald maintains consistency in taste and quality of its food
products.
86% of the persons surveyed agreed that McDonald maintains consistency in its taste and quality
while 14% disagreed.

30
Question6. Are you satisfied with the prices charged by McDonalds?

Views No. of
persons
Very satisfied 9
Satisfied 35
Not satisfied 6

6 9
0
1
2
3
4
5

35

This question deals with the pricing of McDonalds’ food products.

Out of 50 persons surveyed, 35 are satisfied with the prices charged, 9 are very satisfied and 6
are not satisfied.

31
Question7. Do you find the promotional measures adopted by McDonalds
effective?

Views No. of
persons
Very effective 7
Effective 27
Not effective 16

No. of pers ons

30

25

20

15 No. of pers ons

10

0
Very effective E ffective Not effective

This question deals with whether the promotional measures adopted by McDonalds are effective
or not.
Out of 50 persons surveyed 7 persons find it very effective, 27 persons found it effective while
16 persons doesn’t find it effective.

32
Question8. What recommendations do you wish to suggest to McDonalds..

Recommendations No. of
persons
Include more variety 32
Reduce prices 6
Better advertising and
promotion 5
Improve quality 7

7
0
1
5
2
3
6 4
32
5

This question gives out the suggestions to increase its sales.

Out of 50 persons surveyed 32 persons suggested that McDonalds must include more variety, 6
persons suggested to reduce prices, 5 suggested to adopt better advertising and promotion
measures and 7 suggested to improve quality.

33
Question9. How would you describe your eating experience at McDonalds?

Excellent 4
Very good 17
Good 25
Poor 4

No. of pers ons

25

20

15

10 No. of pers ons

0
E xcellent Very good P oor Good

This question describes the eating experience at McDonalds.

Out of 50 persons surveyed 4 describe their eating experience as excellent, 17 as very good, 25
as good and 4 as poor.

34
 Conclusions And Recommendations

Conclusions

Going through the analysis of response from the survey conducted, it is concluded that
McDonalds is able to be and retain at top among all the fast food chains like Nirula’s, Subway
and Wimpy.
McDonalds is also preferred over Pizza hut, Domino’s and KFC.

It has been rated as ‘very good’ by its customers in terms of Taste and Variety of food and
promptness of delivery.

McDonalds maintains its consistency in taste and quality.

Customers are also satisfied with its prices and promotional and advertising activities.
Prices are affordable by all and McDonalds also satisfies its customers by continuously
introducing value for money offers. Best example for this is HAPPY PRICE MENU for
Rs. 20.

Summarising all points we conclude that McDonalds is growingfastly by satisfying its customers
by providing quality and maintaining consistency.

Recommendations

The recommendations to McDonalds are to:

Maintain consistency in the taste and quality of products.
Include more items in its product line like pizzas for example.
Include more promotional and advertising measures to increase its sales or to increase its market
share.

35
Annexure
Sample Questionnaire

Q1. How frequently do you visit McDonalds?

Once a week More than once a week Once a fortnight

Once a month Less than once a month

Q2. Name some of the fast food chains that come to your mind?

a. _________________________
b. _________________________
c. _________________________
d. _________________________
e. _________________________

Q3. Rank the attributes for McDonalds which are key to a fast food restaurant?
1- most important 9- least important

Attributes Rank Attributes Rank

Taste of food Value for money
(promotional schemes)
Variety of food Friendliness of peers
General hygiene Promptness of delivery
Ambience/ Décor

Q4. Is McDonalds ambience comfortable and well provided?

Strongly Disagree Disagree Neither agree Agree

Strongly Agree

Q5. Does McDonalds maintains consistency in its taste and quality?

Yes No

Q6 Are you satisfied with the prices charged by McDonalds?

Very satisfied Satisfied Not Satisfied

Q7. Do you find the promotional measures adopted by McDonalds effective?

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Very effective Effective Not effective

Q8. What recommendations do you wish to suggest to McDonalds..

Include more variety Reduce prices

Better advertising and promotion Improve quality

Q9. How would you describe your eating experience at McDonalds?

Excellent Very good Good Poor

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Bibliography

Books referred

- Kotler P. (2004) ‘Marketing Management: Analysis, Planning, Implementation &

Control’, Prentice Hall of India, New Delhi
- Marketing management C.B.Gupta

Articles referred

- McDonald’s : “Think global, act global” – the marketing mix –

http://www.emeraldlibrary.com/ft.

Websites referred

- www.wikipedia.com
- www.mcdonalds.com
- www.mcdonaldsindia.com
- Websites of different fast food restaurants

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