Professional Documents
Culture Documents
Customer Satisfaction Towards McDonald's
Customer Satisfaction Towards McDonald's
On
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
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
Aditi Singh
Roll No. 1210671033
BBA 3rd Semester
ii
ACKNOWLEDGEMENT
form a background. “Greatness lies in being grateful and not in being great.” This
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
(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
Aditi Singh
Roll No. 1210671033
BBA 3rd Semester
iii
PREFACE
important in the field of Business Management. It offers the student to explore the
the industries and thereby helping the students to bridge gap between the theories
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
towards McDonald's”.
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TABLE OF CONTENT
Declaration
Acknowledgement
Preface
1. Introduction 1-10
6. Finding 35-35
7. Suggestions 36-36
8. Limitations 37-37
9. Conclusions 38-38
Bibliography
Appendix
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INTRODUCTION
McDonald’s has been one of the leading food chains for many years in terms of the
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
That’s why in this case study, we’ll dig deeper into McDonald’s Marketing
So let us start by first learning more about the business model and brand history 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
Being a fast-food company, it primarily sells burgers, french fries, breakfast items,
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
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,
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.
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Place and Distribution Strategy of McDonald’s
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
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.
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Promotion Strategy of McDonald’s
build brand loyalty and interest. It gives people who may not normally go to
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Just like any other company, McDonald’s also sponsors various promotion
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.
and attracting new customers through cost savings, operational efficiencies and
“I’m Lovin’ It… Para Pap Pap Paa” is a very well-known jingle that has been used
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.
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
Collaborations of McDonald’s
companies and artists. The motive behind these collaborations is to maintain its
brand reinforcement in the minds of its customers. This goes beyond simply
It very recently collaborated with BTS – the very popular South Korean Music
Meal. Likewise, it has collaborated with artists like Travis Scott, J Balvin as well
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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
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”.
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:
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
SWOT-analysis helps in getting an overall view of the company with respect to its
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
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
business operations.
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COMPANY PROFILE
McDonald’s Corporation, or simply McDonald’s, is the world’s largest chain of
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,
model. It shares the rights of the business with its franchise partners who later
(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
Lucknow City.
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RESEARCH METHODOLOGY
Research Methodology:
the study.
Research Methodology
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
Statement of Problem
about the fast food sector to which McDonalds belongs and consumer satisfaction
level and preference which can fulfil all the customers’ needs, buying behaviour of
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Sources of Data
Primary sources: The primary data is collected through questionnaires. They were
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
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
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
Sample Size
Accordingly 120 respondents from the target population were approached to fill in
Lucknow.
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DATA ANALYSIS & INTERPRETATION
Gender
Respondent
Particulars s %age
Male 80 66.67
Female 40 33.33
100.0
Total 120 0
Gender
33%
Male
Female
67%
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
Respondent
Particulars s %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
100.0
Total 120 0
Table 8.2- AGE GROUP
Age
17% 15-19
23%
20-24
25-29
10% 30-34
35-39
>40
17%
33%
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.
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3. How often you visit McDonalds?
Visit
Respondent
Particulars s %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
70%
Never
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
Respondent
Particulars s %age
Yes 72 60.00
No 16 13.33
Sometimes 32 26.67
100.0
Total 120 0
Table 8.4 - McDONALD'S BURGER
Word "Burger"
27% Yes
No
60% Sometimes
13%
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?
Respondent
Particulars s %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
100.0
Total 120 0
Table 8.5- FAVOURITE PRODUCT AT McDONALD'S
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?
Respondent
Particulars s %age
Yes 64 53.33
No 4 3.33
It's Okay 52 43.33
100.0
Total 120 0
Table 8.6- PRODUCT LINE IN McDONALD'S
Yes
No
43%
53% It's Okay
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?
Respondent
Particulars s %age
Morning 0 0.00
Afternoon 28 23.33
Evening 92 76.67
100.0
Total 120 0
Table 8.7- TIMING FOR VISIT TO McDONALD'S
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
Respondent
Particulars s %age
Family 52 43.33
Friends 48 40.00
Couple 12 10.00
Alone 8 6.67
100.0
Total 120 0
Table 8.8- VISITING McDONALD'S WITH
7%
10% Family
Friends
43%
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?
20%
Price
30%
Accessibility
7% Food quality
Advertisement
7% Ambience
37%
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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.
Service
3%
10% 7% Strongly disagree
Disagree
Neutral
Agree
37% Strongly agree
43%
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b) The design of facilities inside McDonald’s. Ex- Chairs, table’s etc are
good.
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.
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d) The prevailing environment in McDonald’s is Hygienic.
Hygiene in McD
Respondent
Particulars s %age
Strongly
disagree 4 3.33
Disagree 8 6.67
Neutral 20 16.67
Agree 52 43.33
Strongly
agree 36 30.00
100.0
120 0
Table 8.10.d- HYGIENE IN McDONALD'S
Hygiene in McD
3%
7%
Strongly disagree
Disagree
30%
17% Neutral
Agree
Strongly agree
43%
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
Respondent
Particulars s %age
Strongly
disagree 8 6.67
Disagree 4 3.33
Neutral 20 16.67
Agree 68 56.67
Strongly
agree 20 16.67
100.0
120 0
Table 8.10.e- DELICIOUS FOOD
Delicious Food
3%
7% Strongly disagree
17%
Disagree
17%
Neutral
Agree
Strongly agree
57%
Description: Most of the people agreed that the food of McDonalds is delicious.
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f) McDonald’s serve healthy food.
Respondent
Particulars s %age
Strongly
disagree 8 6.67
Disagree 4 3.33
Neutral 40 33.33
Agree 52 43.33
Strongly
agree 16 13.33
100.0
120 0
Table 8.10.f- HEALTHY FOOD IN McDONALD'S
Disagree
Neutral
33% Agree
Strongly agree
43%
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g) McDonald’s provide a sufficient variety of food to vegetarians.
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h) McD charges nominal price for the products.
Nominal price at
McD
Respondent
Particulars s %age
Strongly
disagree 8 6.67
Disagree 16 13.33
Neutral 28 23.33
Agree 52 43.33
Strongly
agree 16 13.33
100.0
120 0
Table 8.10.h- NOMINAL PRICE AT McDONALD'S
7%
13% Strongly disagree
13%
Disagree
Neutral
Agree
23%
43% Strongly agree
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Description: As compared to other fast food restaurants McD charges a nominal
price for the products and service it offers.
7% 7% Strongly disagree
7%
Disagree
Neutral
20%
Agree
Strongly agree
60%
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Description: 60% of the people agreed that the price McDonalds charges reflects
the Quality of food it provides and is reasonable for people.
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j) The logo of the McDonald’s is sharp enough for you to recognize
the location of the branch.
Logo of McDonalds
Respondent
Particulars s %age
Strongly
disagree 8 6.67
Disagree 4 3.33
Neutral 4 3.33
Agree 40 33.33
Strongly
agree 64 53.33
100.0
120 0
Table 8.10.j- LOGO OF McDONALD'S
Logo of McDonalds
3%
7% 3% Strongly disagree
Disagree
Neutral
53% Agree
33% Strongly agree
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11. Reasons for coming to McDonald’s?
McDonalds
Hangout 40 33.33
120 100.00
Family outing
33%
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.
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FINDINGS
1. The findings clearly indicate that the young customers are attracted more
2. The above set of results also indicates young consumers are very particular
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
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
6. Finding also states that the outlets of McDonalds are vastly located and
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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
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
India.
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LIMITATIONS OF STUDY
2) Distance is a problem in Bangalore city and even when people want to visit
3) Most of the McDonald’s shops are located in the busy area particularly in
where a vegetarian has been given a non-vegetarian food and there was a
on the boxes. This should be more clearly enhanced and rectified on the
parity basis
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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
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
First, one thing McDonalds should focus on is that the play place for kids. Next,
competitors, it is not totally enough. Apart from price, customers also make
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.
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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.
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QUESTIONNAIRE
NAME –
GENDER –
OCCUPATION-
COMMENTS-
3)When you hear the word “burger” does McDonald s come in your mind?
Yes No Sometimes
Yes No Evening
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8)What is the reason for preferring McDonald’s?
Advertisement Ambience
1 2 3
4 5
is Hygienic.
to vegetarians.
45