MC DONALDS McDonalds was started in 1940 in California by two brothers named Richard and Maurice McDonald It is worlds leading food service provider with 31000 restaurants serving in 119 countries Serves 50 million customers each day McDonald’s entered India in 1996 McDonald in India was a 50-50 joint venture between Connaught Plaza Restaurants and Hard Castle Restaurants, Which are owned and managed by Vikram Bakshi and Amit Jitia Business Model:• Franchise Model – Only 15% of the total number of restaurants are owned by the Company• Acts like a retailer and think like a brand
Objectives To study the awareness level of Mcflurry in market To study the customer satisfaction for McDonalds Flurry To study the Frequency of customers going to McDonalds To study the customer satisfaction for McDonalds outlets To know the suggestions for improvement of McDonalds from customer end
Mcflurry Focus of this research is to promote Mcflurry Recently, McDonald has launched Mcflurry in India Available in Oreo and Chocolate flavors Television Commercial launched Brand Concept - “Slow Down”, “When was the last time you relaxed? Target market- Those who feel stress, want to relax from work
Scope Research Methodology Questionnaire design Research Design Sampling Design Sample Size Data Collection
No of people visited to McDonald No of people visited to McD Yes No 9% 91%
Frequency of people visit to McDonald Frequency of people visit to McD 1-3 times 4-6 times 7-9 times > 9 times 4% 3% 21% 72%
Visit to McDonald Visit to McD Very Dissatisfactory Satisfactory Neutral Very satisfactory Dissatisfactory 2% 0% 25% 15% 58%
Efficiency of service at McDonald Efficiency of service at McD Very Dissatisfactory Satisfactory Neutral Very satisfactory Dissatisfactory 3% 0% 34% 50% 13%
Ambience of McDonald Ambience of McD Very Dissatisfactory Satisfactory Neutral Very satisfactory Dissatisfactory 2% 0% 30% 47% 21%
Reason to visit McDonald Reason to visit McD For Celebrating Occasions For Spending leisure time Family outing For eating something different 12% 31% 11% 46%
Which McDonald outlet prefer to visit Which McD prefer to visit Near Home Near college / office Any specific outlet 13% 41% 46%
Awareness about Mcflurry Awareness of Mcflurry Yes No 37% 63%
How people knows Mcflurry How people knows Mcflurry By friends By McDonalds outlets By Relatives By Advertisement By Others 0% 23% 37% 10% 30%
No. of people tasted Mcflurry No. of people tasted Mcflurry Yes No 23% 77%
Taste of Mcflurry Taste of Mcflurry Very Dissatisfactory Satisfactory Neutral Very satisfactory Dissatisfactory 0% 23% 32% 45%
Flavour liked most Flavour liked most Chocolate Oreo Both 32% 43% 25%
Price of Mcflurry Price of Mcflurry High Low Reasonable 34% 61% 5%
Findings During the survey it was found that McDonald is very popular amongst people 32 % people are not having awareness about Mcflurry Awareness for Mcflurry from advertisement is very low Majority of people said that price of Mcflurry is reasonable Response from the people for the taste of Mcflurry is positive.
Recommendations Awareness level for Mcflurry should be increase Little more quantity of Mcflurry required as per price Mcflurry should have more flavors Chocolates should be mixed properly with ice-cream in Mcflurry Cleanliness must be little more focused There should be more items in vegetarian segments McDonald should increase the area for sitting
Suggestions McDonalds can increase Awareness level for Mcflurry through Advertisement on T.V Leaflet in the tray with food ordered from customers at outlets, so that all existing customers will know about Mcflurry and it is less costlier way of promotion Attractive Hoardings at outlet as well as in other areas They can offer Mcflurry to customers in Combo Package by charging less price McDonald can start new outlets near Offices or Colleges
Reference Cooper, D. and Schindler, (2007), Business research methods, Tata Mcgraw hill, New Delhi, 138 -170. Kothari, C.R. (1999), Research methodology: methods and techniques, Vishwa Prakashan, New Delhi, 21-151. Wikipedia, the free encyclopedia of McDonald downloaded on the15th February 2012http://www.thefreedictionary.com/workshop www.google.com www.mcdonalds.com http://www.mcdonaldsindia.com
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