FIELD STUDY REPORT

On

“Customer Satisfaction towards McDonald's”

Towards partial fulfilment of

Bachelor of Business Administration (BBA)
(BBD University, Lucknow)

Guided By: Submitted by:

Dr. Afeefa Fatima Aditi Singh
(Assistant Professor) Roll No. 1210671033
SOM, BBD University BBA 3rd Semester

Session 2022-2023
School of Management
Babu Banarasi Das University
Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India

i
 DECLARATION

I hereby declare that the field work entitled of “Customer Satisfaction towards

McDonald's” submitted to the Babu Banarasi Das University, Lucknow is a

record of an original work done by me under the guidance of Dr. Afeefa Fatima

(Assistant Professor) (SOM BBDU, Lucknow) and this field study report is

submitted in the partial fulfillment of Bachelor in Business Administration.

Aditi Singh
Roll No. 1210671033
BBA 3rd Semester

ii
 ACKNOWLEDGEMENT

In order to accomplish a task, facts, situations and persons integrate together to

form a background. “Greatness lies in being grateful and not in being great.” This

Field Report is a result of contribution of distinct personalities whose guidance

here made my effort a producing one, as “no task is a single man‟s effort”.

The experience which is gained by me during this project is essential for me at this

turning point of my career. I am thankful to my faculty guides Dr. Afeefa Fatima

(Assistant Professor) for kind support and supervision under whose kind &

constant guidance I had the opportunity to expand my horizons and view the

various problems from different prospective. I am also thanking her for sparing her

valuable time to listen my problems and difficulties faced by me during the

completion of this project report.

Aditi Singh
Roll No. 1210671033
BBA 3rd Semester

iii
 PREFACE

Field Report is an important part of the Management studies. It bears immense

important in the field of Business Management. It offers the student to explore the

valuable treasure of experience and an exposure to real work culture followed by

the industries and thereby helping the students to bridge gap between the theories

explained in the book and their practical implementations.

Field Study plays an important role in future building of an individual so that we

can understand the real world in which he has to work in future. The theories

greatly enhance our knowledge and provide opportunities to blend theoretical with

the practical knowledge where researcher gets familiar with certain aspect of field

study. I feel proud to get myself to do research at topic “Customer Satisfaction

towards McDonald's”.

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 TABLE OF CONTENT

Declaration

Acknowledgement

Preface

Sr. Topic Page no.

1. Introduction 1-10

2. Company Profile 11-11

3. Objectives of the study 12-12

4. Research Methodology 13-14

5. Data Analysis and Interpretations 15-34

6. Finding 35-35

7. Suggestions 36-36

8. Limitations 37-37

9. Conclusions 38-38

Bibliography

Appendix

v
 INTRODUCTION

McDonald‟s has been one of the leading food chains for many years in terms of the

quick-service segment. They are a company with a broad understanding of the

needs of their customers.

Today, McDonald‟s is the industry‟s leader not only in sales volumes but also in

profit rates and market valuation. But how did they manage to gain such a strong

position? The answer lies in its well thought out strategic marketing moves as well

as other internal factors.

That‟s why in this case study, we‟ll dig deeper into McDonald‟s Marketing

Strategy from a marketing perspective by going through its marketing campaigns,

marketing mix, marketing campaigns and its SWOT analysis.

So let us start by first learning more about the business model and brand history of

McDonald‟s.

Marketing Mix of Mcdonald‟s

A marketing mix is a model that an organization uses to advance the interest for its

image or product. The main components of this model are 4Ps: Product, Price,

Place and Promotion. So let us look at McDonald‟s marketing mix strategy in the

coming section.

We have written a separate blog taking a deeper dive into the marketing mix of

McDonald‟s if you wish to learn more.

Product Strategy of McDonald‟s

Being a fast-food company, it primarily sells burgers, french fries, breakfast items,

soft drinks, milkshakes and desserts.

McDonald‟s menus are known around the globe, although there are geographic

variations to suit the local preferences & tastes of customers. The company

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continuously improves its products and services based on the changing needs and

tastes of consumers

The core value of what McDonald‟s offers has always been fast service which is a

huge value-addition. Nowhere else can you get such a range of items at even lower

prices with such efficiency, convenience and customer service.

2
Price Strategy of McDonald‟s

The pricing strategy of McDonald‟s has always been to offer food at low prices.

This is what has allowed the restaurant to be successful for many years.

This also has primarily helped McDonald‟s build its reputation as one of the top

fast-food brands in the world. However, with the costs of living continuing to rise,

McDonald‟s has begun offering combos and specials in an effort to entice

customers and churn out profits through economies of scale.

In India, the brand came up with a punchy line – “Aap Ke Zamane Mein, Baap Ke

Zamane Ke Daam”. This was done back in 2008 to attract lower and middle-class

customers to experience the offerings of McDonald‟s India and it worked out very

well.

3
Place and Distribution Strategy of McDonald‟s

McDonald‟s is one of the world‟s leading quick-service restaurants (QSR) with

over 38,000 restaurants in 100+ countries. It recently opened nearly 1,000 new

restaurants globally & also modernized another 900 restaurants in the US.

It has opened different restaurant formats as well as drive-ins, online ordering and

tying with food delivery partners. These new formats allow the customers to get

the desired food at a particular time and place which also helps them to have a

better experience overall.

The stores themselves are clean unlike others as they always keep their outdoor

seating space cleaned while having indoor seating areas for an elegant ambience.

4
Promotion Strategy of McDonald‟s

McDonald‟s uses a lot of promotional techniques as promotional activities helps

build brand loyalty and interest. It gives people who may not normally go to

McDonald‟s a reason to go there.

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Just like any other company, McDonald‟s also sponsors various promotion

campaigns to push their brand. Promotions help in creating a sense of community

and association between the company and its customers

Now that we know about McDonald‟s offerings and its promotional tactics, let us

now go through the core marketing elements of its marketing strategy in the

coming section.

Marketing Strategy of McDonald‟s

With an innovative approach to marketing and consumption patterns through

value-added menu improvements, McDonald‟s aims to significantly improve

market share in key markets through continually improving customer satisfaction

and attracting new customers through cost savings, operational efficiencies and

improving brand awareness.

So let us look at some of the marketing strategies implemented by McDonald‟s

over the past years.

McDonald‟s – I’m Lovin’ It…. Para Pap Pap Paa:

“I‟m Lovin‟ It… Para Pap Pap Paa” is a very well-known jingle that has been used

by McDonald‟s for a very long time now.

This jingle highlights the positive experience one can have while dining at

McDonald‟s. The jingle is memorable because it speaks about how happy people

are during their meals there, and how helpful and friendly the employees are.

Brand Mascot of McDonald‟s

What is the best McDonald‟s brand mascot? A funny clown character that

McDonald‟s is able to successfully market to both children and adults. The brand

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mascot strategy was first implemented by McDonald‟s in 1963 and since then this

mascot has become an integral part of the company‟s legacy.

Collaborations of McDonald‟s

McDonald‟s has been having a long history of collaboration with various

companies and artists. The motive behind these collaborations is to maintain its

brand reinforcement in the minds of its customers. This goes beyond simply

creating advertising campaigns that promote the value of its products.

It very recently collaborated with BTS – the very popular South Korean Music

band where it introduced a special McDonald‟s meal called the BTS

Meal. Likewise, it has collaborated with artists like Travis Scott, J Balvin as well

as Companies like Coca Cola.

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Marketing & Advertising Campaigns of McDonald‟s India

A marketing campaign can have many goals, but at the core, they are all about

getting more customers. An effective and well-timed campaign will create a

demand which then supports the product or service.

When it comes to McDonald‟s, it has a very strong strategy in place. Right from

showcasing its delicious burgers along with bringing out the positive “McDonald‟s

vibe” to ending the commercials with slogans like, “I’m Lovin’ It… Para Pap

Pap Paa”.

So let us look at some of the popular campaigns of McDonald‟s.

There‟s A McCafe for Every Moment – A Marketing Campaign of McDonald‟s

India

McDonald‟s India came up with this campaign to highlight its beverage range,

McCafe and how they are there for all the good, bad and neutral moments of life.

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 Marketing & Advertising Campaigns of McDonald‟s during the Covid-19

Pandemic:

McDonald‟s released a series of advertising commercials showcasing how so many

things have changed since the pandemic. The basic idea behind the campaign was

to highlight how life has changed but McDonald‟s is still there, offering the same

positive experience with extra hygiene and safety measures.

SWOT Analysis of McDonald‟s

SWOT-analysis helps in getting an overall view of the company with respect to its

Strength, Weakness, Opportunities and Threats. It provides a quick look at how

competitively strong the company is relative to its peers in similar industries and

industry sectors.

For a deeper dive into the SWOT analysis of McDonald‟s, you can check out a

separate blog on it written by us. So let us take a quick look at McDonald‟s SWOT

analysis.

Strengths of McDonald‟s

 Customers receive hygienic meal preparation and prompt service.

 Strong marketing efforts, making it a top-of-mind brand.

 McDonald‟s happy meal is an excellent way to attract kids, especially with toys.

Weakness of McDonald‟s

 McDonald‟s has been sued numerous times on environmental, animal rights, and

other issues.

 For many consumers, the menu is limited, especially when they come in large

groups.

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 Opportunities for McDonald‟s

 The brand can make further improvements to home delivery services.

 More new items for vegan clients are needed.

 More menu options could be added to supplement the present ones.

Threats for McDonald‟s

 People who are health-conscious avoid fast food.

 Food regulatory agencies‟ constant vigilance might have an impact on their

business operations.

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 COMPANY PROFILE
McDonald‟s Corporation, or simply McDonald‟s, is the world‟s largest chain of

fast-food restaurants, serving around 69 million customers per day. Headquartered

in the United States, the company began in 1940 as a restaurant operated by

Richard and Maurice McDonald.

In 1948, they reorganized their business as a hamburger stand but later in 1955,

businessman Ray Kroc joined the company as a franchise agent who subsequently

purchased the chain from the McDonald brothers and oversaw its worldwide

growth.

The mission of the company is, “To create delicious feel-good moments for

everyone”.

McDonald‟s offers its customers a wide variety of its menu items, along with

drinks and other merchandise. It is known for its employee satisfaction, innovation,

and commitment to quality.

The business model of McDonald‟s is intensive, but in short, it is a franchise-based

model. It shares the rights of the business with its franchise partners who later

operate McDonald‟s in select regions.

In India, McDonald‟s is run by two companies, Hardcastle Restaurants Pvt. Ltd

(controls the South & West India) and Connaught Plaza Restaurants Private

Limited (controls the North & East India). It first entered India back in 1996.

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 OBJECTIVES OF THE STUDY

1. To study on customer preference towards factors that influence towards

McDonalds as compared to other.

2. To Study on level of Satisfaction towards services quality of McDonalds in

Lucknow City.

3. To study factors that influencing buying decision of customer towards McDonalds.

4. To study the factors those satisfy and delight the customer.

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 RESEARCH METHODOLOGY

 Research Methodology:

Research Methodology is a method to solve the research problem systematically. It

involves gathering data, use of statistical techniques, interpretations, and drawing

conclusions about the research data. It is a blueprint, which is followed to complete

the study.

Research Methodology

Title of the study

Study on Customer Satisfaction towards McDonald's.

Objective of the Research

The basic objective of this project is to study the reasons of consumers preferences

with respect to QSR‟s, to assess how particular situations affects the purchasing

decisions of the consumers and to find out that the purchase decisions depend ob the

expectation and suggestion of others.

Statement of Problem

My dissertation is on the topic Consumer Preference towards McDonald‟s. It talks

about the fast food sector to which McDonalds belongs and consumer satisfaction

and preference towards McDonald‟s outlets in Lucknow.

As a part of the research work I am trying to understand the customer‟s satisfaction

level and preference which can fulfil all the customers‟ needs, buying behaviour of

people living in Lucknow.

13
Sources of Data

Primary sources: The primary data is collected through questionnaires. They were

filled using the scheduled method of data collection by the researcher.

Focused Group: A FGD of 6 people was conducted. It consisted of people between

the ages of 25 – 35 with 3 males and 3 females. The objective of the discussion was

to understand the attributes that the customers of McDonald‟s products values and to

know their perceptions about various brands.

Secondary sources: The secondary sources were used only for collecting information

regarding the sample and literature survey like Internet, Books, Journals, newspaper

etc.

Sampling Unit

Samples for the study consisted of youth segment and the middle- aged that falls

between 25 – 35 yrs. Convenience samples were drawn from Lucknow region

among the college students and office going people. It was a random selection of

individuals from a large number of customers at the fast food outlets. This segment

of population was selected due to their adoption of modern lifestyle pattern inclined

towards eating and socializing with friends and family.

Sample Size

Since it is an exploratory study, a sample size of 120 thought to be adequate one.

Accordingly 120 respondents from the target population were approached to fill in

the questionnaire. Out of 120 only 100 respondent‟s accepted McDonald‟s in

Lucknow.

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 DATA ANALYSIS & INTERPRETATION

1. What is your Gender? Male/Female

Gender

Particulars Respondents %age

Male 80 66.67

Female 40 33.33

Total 120 100.00

Gender

33%
Male
Female
67%

Figure 8.1- GENDER

Description: Based on the analysis of data it can be said that more number of
males visits McDonald‟s as compared to the females but that does not make a
significant difference.

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2. Which age group do you belong?

Age
Particulars Respondents %age
15-19 0 0.00
20-24 28 23.33
25-29 20 16.67
30-34 40 33.33
35-39 12 10.00
>40 20 16.67
Total 120 100.00
Table 8.2- AGE GROUP

Age
0%

17% 15-19
23%
20-24
10% 25-29
30-34
17% 35-39
>40
33%

Figure 8.2- AGE GROUP

Description: From the above data we can conclude that the age group between
30-34yrs are the people who visit McDonalds more. This age group falls into
Family Unit category who come to McD for their family and also that coming to
McD is a way of showing their status to the society.

16
3. How often you visit McDonalds?

Visit
Particulars Respondents %age
Once or twice in a month 84 70.00
3-4 times in a month 16 13.33
More than 4times in a
month 16 13.33
Never 4 3.33
Total 120 100.00

Visit to Mcdonald's
3% Once or twice in a month

13% 3-4 times in a month

14% More than 4times in a

month
Never
70%

Description: From the above percentage analysis it is clear that Young consumers
of fast foods visit fast food outlets one to two times in a month. It is not a regular
behaviour of their eating habits.

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4. When you hear the word “Burger” does McDonald’s come in your
mind?

Burger

Particulars Respondents %age

Yes 72 60.00
No 16 13.33
Sometimes 32 26.67
Total 120 100.00
Table 8.4 - McDONALD'S BURGER

Word "Burger"

27% Yes

No

60% Sometimes
13%

Figure 8.3- McDONALD'S BURGER

Description: As we can see in 60% of cases people attach the word burger with
McDonalds. That is quite a good response in favour of McDonald‟s.

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5. Which is your favourite product at McDonald’s?

Fav product at McD

Particulars Respondents %age

Mc Spicy Chicken 32 26.67
Chicken Mc Grill 44 36.67
Mc Spicy Paneer 4 3.33
Mc Egg 8 6.67
French Fries 28 23.33
Dessets 4 3.33
Total 120 100.00
Table 8.5- FAVOURITE PRODUCT AT McDONALD'S

Fav product at McDonalds

3%
Mc Spicy Chicken

Chicken Mc Grill
27%
23% Mc Spicy Paneer

Mc Egg

7% French Fries

Dessets
3% 37%

Description: Seeing the above data we can say that mostly people prefer Non-
veg items in McD and the products which are liked the most are Chicken Mc Grill
followed by Mc Spicy Chicken and French Fries.

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6. Is the product line in McDonald’s adequate?

Product line in McD

Particulars Respondents %age

Yes 64 53.33
No 4 3.33
It's Okay 52 43.33
Total 120 100.00
Table 8.6- PRODUCT LINE IN McDONALD'S

Product line in McDonalds

Yes

No
43%
It's Okay
54%

3%

Description: According to most of the people the product line in McD is adequate
but still few had a neutral reaction towards it.

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7. Suitable timing for visiting McDonald’s?

Timing for Visit

Particulars Respondents %age

Morning 0 0.00
Afternoon 28 23.33
Evening 92 76.67
Total 120 100.00
Table 8.7- TIMING FOR VISIT TO McDONALD'S

Timing for Visit to McDonalds

0%

23%
Morning

Afternoon

Evening
77%

Description: Above results indicates that going for snacks in the evening is most
preferred time for visiting fast food outlet followed by lunch time that is
afternoon.

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8. Do you like to visit McDonald’s with?

Visit McDonalds with

Particulars Respondents %age

Family 52 43.33
Friends 48 40.00
Couple 12 10.00
Alone 8 6.67
Total 120 100.00
Table 8.8- VISITING McDONALD'S WITH

Visit Mcdonalds With

7%

10% Family

43% Friends

Couple
40%
Alone

Description: Mostly people prefer going to McDonalds with their friends and
family and spending time with them.

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9. What is the reason for preferring McDonald’s?

Reasons for preferring

McDonalds

Particulars Respondents %age

Price 36 30.00
Accessibility 8 6.67
Food quality 44 36.67
Advertisement 8 6.67
Ambience 24 20.00
Total 120 100.00
Table 8.9- REASONS FOR PREFERRING McDONALD'S

Reasons for preferring McDonalds

Price
20%
30% Accessibility

7% Food quality

Advertisement
7%
Ambience
36%

Figure 8.4- REASONS FOR PREFERRING McDONALD'S

Description: The percentage analysis indicates that food taste and quality has
highest importance in the mind of fast food consumers while selecting a fast food
outlet for outings followed by price, ambience and location of the outlet.

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10. Rate the following questions:
{1= Strongly disagree 2= Disagree 3= Neutral 4= Agree 5= Strongly agree }
a) The service rendered by McDonald’s is the best as compared to other
fast food chains.

Services rendered by McD

Particulars Respondents %age

Strongly disagree 8 6.67
Disagree 4 3.33
Neutral 44 36.67
Agree 52 43.33
Strongly agree 12 10.00
120 100.00
Table 8.10.a - SERVICE AT McD

3%
10% 7%
Service
Strongly disagree
Disagree
Neutral
37%
43% Agree
Strongly agree

Figure 8.5.a - SERVICE AT McD

Description: According to 43% of the people the service rendered by McDonald
is best as compared to other fast food restaurants.

24
b) The design of facilities inside McDonald’s. Ex- Chairs, table’s etc are
good.

Design of Facilities in McD

Particulars Respondents %age

Strongly
disagree 4 3.33
Disagree 16 13.33
Neutral 12 10.00
Agree 80 66.67
Strongly agree 8 6.67
Total 120 100.00
Table 8.10.b- DESIGN OF FACILITIES IN McD

3%
Design of facilities in McD
7%
Strongly disagree
13%
Disagree
10% Neutral
Agree
Strongly agree
67%

Figure 8.10.b- DESIGN OF FACILITIES IN MCD

Description: Most of the people rated the design of facilities inside McDonalds
as good.

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c) You spend more time in McDonald’s as compared to Pizza Hut or
KFC.

Spending more time in McD

Particulars Respondents %age

Strongly
disagree 12 10.00
Disagree 20 16.67
Neutral 44 36.67
Agree 32 26.67
Strongly agree 12 10.00
120 100.00
Table 8.10.c- SPENDING MORE TIME IN McD

Spending more time in McD

Strongly disagree
10% 10%
Disagree
17%
27% Neutral

Agree
36%
Strongly agree

Figure 8.10.c- SPENDING MORE TIME IN McD

Description: Based on the multiple answer questions, it can be inferred that

people spend more time in McD though the much favoured answer was neutral
followed by agree.

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d) The prevailing environment in McDonald’s is Hygienic.

Hygiene in McD

Particulars Respondents %age

Strongly
disagree 4 3.33
Disagree 8 6.67
Neutral 20 16.67
Agree 52 43.33
Strongly agree 36 30.00
120 100.00
Table 8.10.d- HYGIENE IN McDONALD'S

Hygiene in McD
3%
Strongly disagree
7%
Disagree
30%
17% Neutral

Agree

Strongly agree

43%

Figure 8.10.d- HYGIENE IN McDONALD'S

Description: The above set of results indicates that young consumers are very
particular about hygiene factor of fast food outlets. The consumers rated hygiene
factor very high with 43%.

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e) Food of McDonald is delicious.

Delicious
food

Particulars Respondents %age

Strongly
disagree 8 6.67
Disagree 4 3.33
Neutral 20 16.67
Agree 68 56.67
Strongly agree 20 16.67
120 100.00
Table 8.10.e- DELICIOUS FOOD

Delicious Food
3%
7% Strongly disagree
17%
Disagree
17%
Neutral

Agree

56% Strongly agree

Figure 8.10.e- DELICIOUS FOOD

Description: Most of the people agreed that the food of McDonalds is delicious.

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f) McDonald’s serve healthy food.

Healthy food in McD

Particulars Respondents %age

Strongly
disagree 8 6.67
Disagree 4 3.33
Neutral 40 33.33
Agree 52 43.33
Strongly agree 16 13.33
120 100.00
Table 8.10.f- HEALTHY FOOD IN McDONALD'S

Healthy Food in McD

3%
7% Strongly disagree
13%
Disagree

Neutral
33%
Agree
44%
Strongly agree

Figure 8.10.f- HEALTHY FOOD IN McDONALD'S

Description: As people nowadays give much importance to health factor so on

the basis of results we can say that the food of McDonalds is healthy.

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g) McDonald’s provide a sufficient variety of food to vegetarians.

Sufficient variety for

Vegetarians

Particulars Respondents %age

Strongly
disagree 12 10.00
Disagree 12 10.00
Neutral 28 23.33
Agree 64 53.33
Strongly agree 4 3.33
120 100.00
Table 8.10.g- SUFFICIENT VARIETY FOR VEGETARIANS

Sufficient variety for vegetarians in

3%
McD
Strongly disagree
10%
Disagree
10%
Neutral
Agree
54% 23%
Strongly agree

Figure 8.10.g- SUFFICIENT VARIETY FOR VEGETARIANS

Description: Most of the people agreed that McDonalds provide a sufficient

variety of food to vegetarians thus breaking the myth that most fast food chain
serves non-vegetarians more.

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h) McD charges nominal price for the products.

Nominal price at
McD

Particulars Respondents %age

Strongly
disagree 8 6.67
Disagree 16 13.33
Neutral 28 23.33
Agree 52 43.33
Strongly agree 16 13.33
120 100.00
Table 8.10.h- NOMINAL PRICE AT McDONALD'S

Nominal price at McD

7% Strongly disagree
13%
13%
Disagree

Neutral

Agree
23%
44%
Strongly agree

Figure 8.10.h- NOMINAL PRICE AT McDONALD'S

Description: As compared to other fast food restaurants McD charges a nominal

price for the products and service it offers.

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i) The price reflects the quality of food at McD.

Price reflecting the Quality of

Food

Particulars Respondents %age

Strongly
disagree 8 6.67
Disagree 8 6.67
Neutral 24 20.00
Agree 72 60.00
Strongly agree 8 6.67
120 100.00
Table 8.10.i- PRICE REFLECTING THE QUALITY OF FOOD

Price reflecting the Quality of Food

7% 6% Strongly disagree
7%
Disagree

Neutral
20%
Agree

Strongly agree
60%

Figure 8.10.i- PRICE REFLECTING THE QUALITY OF FOOD

Description: 60% of the people agreed that the price McDonalds charges reflects
the Quality of food it provides and is reasonable for people.

32
j) The logo of the McDonald’s is sharp enough for you to recognize
the location of the branch.

Logo of McDonalds

Particulars Respondents %age

Strongly
disagree 8 6.67
Disagree 4 3.33
Neutral 4 3.33
Agree 40 33.33
Strongly agree 64 53.33
120 100.00
Table 8.10.j- LOGO OF McDONALD'S

Logo of McDonalds
3% Strongly disagree
7% 3%
Disagree
Neutral
Agree
54%
33%
Strongly agree

Figure 8.10.j- LOGO OF McDONALD'S

Description: It is very important to locate and recognize the place in order to

avail its services. Thus maximum people strongly agree that the Golden Arches of
McDonalds is sharp enough for people to recognize the location of the branch.

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11. Reasons for coming to McDonald’s?

Reasons for Visiting

McDonalds

Particulars Respondents %age

For Change 44 36.67

Hangout 40 33.33

Saves time 8 6.67

Family outing 28 23.33

120 100.00

Table 8.11- REASONS FOR VISITING McDONALD'S

Reasons for Visiting McDonalds

For Change
23%
37%
Hangout
7%
Saves time

Family outing
33%

Figure 8.11- REASONS FOR VISITING McDONALD'S

Description: Most of the young Indian consumers visit fast food outlets for
change and fun as indicated by the results followed by hangout with friends.

34
 FINDINGS

1. The findings clearly indicate that the young customers are attracted more

with the food quality, price and hygiene factors.

2. The above set of results also indicates young consumers are very particular

about the nutritional value of the fast food.

3. It also shows that mostly family people prefer going to McD and the

influencing factor for them is their spouse and mostly children. Family also

prefer going to McD to show their position in the society as fast food

chains have now become a status symbol for people so they prefer going to

branded fast foot outlets rather than the non- branded ones even if it is

expensive.

4. Many consumers are not satisfied with the product line of McDonalds so it

needs an improvement in the variety of products served by McD.

5. McDonalds being most popular among the youth and even newly working

class of today but still it faces tough competition from KFC and Dominos.

Most of the young prefer Dominos for home orders because of their scheme

of in “30 minutes” home delivery or else free.

6. Finding also states that the outlets of McDonalds are vastly located and

within the reach of the customers.

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 RECOMMENDATION

Consumer acceptance of food served by fast food outlets is critically important for

the future growth of fast food outlets in any economy. Though the rating of fast

food outlets‟ attributes under study based on mean score is very high but still

consumers visit fast food outlets for fun, change or entertaining their friends but

certainly not as a substitute of homemade food. Study of McDonald‟s indicates a

clear cut sign that consumers demand more and more information related to

hygiene issues and nutritional values of the products of fast food outlets. Based on

the analysis and results, it can be said that with more and more acceptability of fast

food outlets and change in life style, competition among fast food outlets with

respect to quality of food and customer service will be more prominent in the days

to come.

Since food and medicine are permanent in nature, it is inevitable that this industry

will have a great future, what is required is that McDonald‟s must improve its

services in India and in Bangalore in particular since Bangalore is virtually a Mini-

India.

36
 LIMITATIONS OF STUDY

1) After as per my survey it is found majority of people in Lucknow are not

rich enough to visit McDonald‟s frequently.

2) Distance is a problem in Bangalore city and even when people want to visit

traffic creates a problem.

3) Most of the McDonald‟s shops are located in the busy area particularly in

Lucknow and there is no parking space for the consumers.

4) Another limitation is, there is some confusion whether McDonald is a

vegetarian or a non-vegetarian restaurant. Recently one incident happened

where a vegetarian has been given a non-vegetarian food and there was a

big complaint on that issue.

5) Generally McDonald‟s differentiate the food servings through the colours

on the boxes. This should be more clearly enhanced and rectified on the

parity basis

37
 CONCLUSION

Fast food providers need to focus on the quality and variety of food besides other

service parameters. Study clearly shows that consumers do not visit these outlets

primarily for food but for fun, change and social reasons as they prefer home food

over the fast food. This is an important parameter to focus to have sustainable

growth in the times to come. Further, information about hygiene and nutrition

value of the fast food must also be communicated to the consumers. Thus, in

nutshell, there is need to focus on the food contents by the fast food marketers.

It is about the name recognition. Everywhere, millions of people are familiar with

the Golden Arches that are on top of every McDonalds restaurants. McDonald

should use this advantage to gain more attraction from customers.

In addition, McDonald strength is giving variety of products even then the

company should focus on this strength to develop stronger. How ever, the

company seems not diversifying its products regularly, while competitors are

stronger and have new products gradually. Because of this reason, McDonalds

should spend more money on Research and Development to create new products

and services as well as increase the efficiency of operations.

First, one thing McDonalds should focus on is that the play place for kids. Next,

even if company‟s menu is still relatively inexpensive compared to that of its

competitors, it is not totally enough. Apart from price, customers also make

decision rely on menu. So McDonalds should also focus on an organic menu

consisting of more fruits and vegetables. it is necessary for them to make this

change, since customers of recent times are more conscious towards their health.

38
 BIBILIOGRAPHY
1. S. Ramesh Kumar, “Consumer Behaviour and Branding”, The Indian Context,
2003, pp. 65,144,162,265,354,377.
2. S. N. Murthy & U. Bhojanna, “Business Research Methods”, Excel Books
(2008) 2nd Edition.
3. Philip Kotler, Kevin Lane Keller, Abraham Koshy & Mithileshwar Jha,
“Marketing Management”, A South Asian Perspective, Dorling
Kindersley(India) Pvt. Ltd (2009), 13th Edition, pp. 144-158.
4. Wayne D. Hoyer, Deborah J. MacInnis & Pinaki Dasgupta, “Consumer
Behaviour”, Biztantra (2008) Edition, pp. 181,320.
5. Suja R. Nair, “Consumer Behaviour in Indian Perspective”, Himalaya Publishing
House, 2007 Edition.
6. http://www.mcdonalds.com
7. http://www.mcdonaldsindia.com
8. Economic Times Bureau, Sep 24, 2013. 04.25AM IST.
9. Anita Goyal & N.P Singh, “Consumer Perception About Fast Food Consumption
in India: An Exploratory Study”, British Food Journal, Vol. 109 No. 2, 2007.

39
 QUESTIONNAIRE

NAME –

GENDER –

OCCUPATION-

COMMENTS-

1)Which age group do you belong?

15-19 20-24 25-29 30-34 30-34 35-39

40& above

2)How often you visit McDonalds?

Once or twice in a month 3-4 time in a month More than 4 times in a

month Never

3)When you hear the word “burger” does McDonald s come in your mind?

Yes No Sometimes

4) Which is your favourite product at McDonald s?

Mcspicy Chicken Chicken Mcgrill DESSERTS

MCsPICY Paneer Mc Egg French Fries

5) Is the product line in McDonald „s adequate?

Yes No Evening

6) Suitable timing for visiting McDonald „s?

Morning Aftenoon Evening

7)Do you like to visit McDonald‟s with?

Family couple Friends Alone

40
8)What is the reason for preferring McDonald‟s?

Price Accessibility food quality

Advertisement Ambience

Rate the following {1=Strongly

disagree,2=disagree,3=neutral,4=agree,5=Strongly agree}

1 2 3
4 5

a)The service rendered by McDonald‟s is the best as com

as compared to ather fast food chains

b)The design of facilities inside McDonald‟s

Ex-Chairs, table‟s etc are are good.

c)You spend more time in McDonald‟s as

compared to Pizz Hut or KFC.

d) The prevailing environment in McDonald‟s

is Hygienic.

e) Food of McDonald is delicious.

f) McDonald‟s serve healthy food.

g) McDonald‟s provide a sufficient variety of food

to vegetarians.

h) McD Charges nominal price for the products

i) The price reflects the quality of food at McD

j) The logo of the McDonald‟s is sharp enough

For you to recognize te location of the branch?

9) Reasons for coming to McDonald‟s ?

For charge Family Outing Hangout Saves time

41