a market research on Mc Donald restaurent

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a market research on Mc Donald restaurent

  1. 1. Market research On Mc Donalds Submitted to: Mr. M .V Kulkarni
  2. 2. Report by : Shalu singh Mallesh Vikas nagvanshi Bhaskar dabral Gopal saklani Dola sammader Gaurav Prasad Navneet joshi Santosh Jitendra Abhishek gandotra
  3. 3. Introduction McDonald's Corporation is the world's largest chain of FAST FOOD RESTAURANTS, serving nearly 58 million customers daily. It was started by two brothers Dick and Mac McDonald in San Bernardino, California in 1940. McDonald's restaurants are found in more than 119 countries and territories around the world and serve nearly 47 million customers each day. McDonald's operates over 31,000 restaurants worldwide, employing more than 1.5 million people. The company also operates other restaurant brands, such as Piles Café, and has a minority stake in Prêt a Manger. McDonald’s MISSION AND VISION: We serve people with good quality food, fast and at low cost. McDonald's vision is to dominate the global food-service industry. Global dominance means setting the performance standard for customer satisfaction and increases market share and profitability through successfully implementing our convenience, value and execution strategies. CUSTOMERS: Customers are those who pay money to acquire an organization's goods or services. For many years McDonald's mostly targeted the young people, however this has changed in this decade; McDonald's has turned towards a more general market. By doing this McDonald's concentrates on the family, targeting a diverse market which includes consumers ranging from children to elderly people, using products such as the happy Meal for children and Egg Mc Muffin for the elderly. McDonald's also realized the changing world we live in and the need for healthier food, since there is an ever changing demographic group, who demand fast, top quality food that is low in calories. McDonald's responded to this opportunity and introduced a new and innovative product. This new product was a regular hamburger that tasted like the real thing but was made of plant material like Soya beans. This same product also targets another demographic group, vegetarians. McDonald's mostly uses psychographic segmentation targeting the working and middle classes. These are the people that are more susceptible to
  4. 4. enter a fast food restaurant, since these are the people that lead a fast moving life and thus require a fast meal. In brief McDonald's customers are of all classes, but largely working and middle classes, and people of all ages. PRODUCTS OF MC DONALDS ALL OVER THE WORLD Main McDonalds Menu Big Mac Big N Tasty Big N Tasty w/ Cheese Quarter Pounder w/ Cheese Double Quarter Pounder w/ Cheese Crispy Chicken Chicken Mc Grill Filet-O-Fish Double Cheeseburger Cheeseburger Hamburger Chicken Mc Nuggets (4) Chicken Mc Nuggets (6) Chicken Mc Nuggets (9) Mc Salad Shaker Chef Salad Mc Salad Shaker Garden Salad Mc Salad Shaker Grilled Chicken Caeser Salad Main McDonalds Side Dish Menu Small French Fries Medium French Fries Large French Fries Super Size French Fries Main McDonalds Breakfast Menu Egg Mc Muffin Sausage Mc Muffin Sausage Mc Muffin w/ Egg Bacon, Egg & Cheese Biscuit Sausage Biscuit Sausage Biscuit w/ Egg Ham, Egg & Cheese Bagel Sreak, Egg & Cheese Bagel
  5. 5. Spanish Omelet Bagel Sausage Breakfast Burrito Big Breakfast Deluxe Big Breakfast Hotcakes & Sausage Apple Danish McDonalds Dessert Menu Baked Apple Pie Strawberry Sundae Hot Fudge Sundae Hot Caramel Sundae Vanilla Reduced Fat Ice Cream Cone Oreo Mc Flurry M & M Mc Flurry Butterfinger Mc Flurry Fruit n Yogurt Parfait Fruit n Yogurt Parfait - snack size McDonald land Cookies Fresh Baked Cookies McDonalds Beverage Menu Thick n Creamy Shake - Vanilla, Chocolate or Strawberry Coca-Cola, Diet Coke or Sprite Coffee Tea Orange Juice 1% Milk
  6. 6. OBJECTIVES :  Question no. 1, 2 &3 To determine the major segment of the consumer visiting McDonald and to know their time availability.  Question no. 4 & 5 To know the purpose of visit of customer to McDonald and their frequency.  Question no. 6 & 7 To know features consumers are looking for in McDonald products and preferred mode of payment.  Question no. 8 and 9 To know the price-sensitivity of consumers.  Question no. 10 and 11 To find out consumer expectation and product penetration.  Question no. 12 To know with whom consumer want to visit.
  7. 7. Questionnaire MARKET RESEARCH FOR MC DONALDS Consumer name: Gender: Age: Ph.no./mob.no.: Job: Address: Questions 1)Are you? a)Housewife. b)Student. c)Working man/working woman. d)Retired man /woman. 2) Do you get leizure time? a)Yes . b)No . c)sometimes. d)often. 3) Where would you like to go in leizure time? a)Mc Donald. b)Barista. c)CCD. d)Pizzahut. 4)What you do there? a)Enjoy . b)Have snacks.
  8. 8. c)Timepass. d)Enjoy+snacks. 5)How often do you visit? a)Once a week. b)Twice a week. c)Once a month. d)Daily. 6)What feature do you like there? a)Quality. b)Price. c) Variety. d)Hospitality. e)All the above. 7)How do you pay bills? a)Cash. b)Credit card. c)Debit card. d)Others 8)What will you do if their price increases by 25%? a)Consistent with same. b) Switch to other brand. c)Reduce your visits. d) Increase your visits. 9)What will you do if their price decreases by 25%? a)Consistent with same. b)Switch to other brand. c)Reduce your visits. d)Increase your visits. 10)What would you recommend? a)Music or t.v. b)Waiter service instead of selfservice. c)Quality improvement. d) Others. 11)Which product you like most? a)Fries. b)Burger. c)Icecream . d)Pizza puff.
  9. 9. 12)With whom you like to go? a)Parents. b) Friends. c)Girlfriends/boyfriends. d)Wife/husband. Table for sales of Mc donalds Years Sales($ M) Market share 2005 19117 23% 2006 20895 25.6% 2007 22787 27% COLUMN CHART
  10. 10. ANALYSIS Market share of the company has been increasing since 3 years with ####### There sales has also increased from 2005 to 2006 by 9.30% and in 2007 by 9.03%. We can analyze that most of the consumers of mc Donald are the students and the working class. Only 51% of customers have leisure time in which nearly 69% of customers likes to visit Mc Donalds. Most of them likes to enjoy and have food. About 50% of the customers visit once in a week and abut 50% of the customers like the quality, price, variety as well as hospitality of Mc Donalds. Most of the customers will remain consistent with Mc Donalds if price increases or decreases. They mostly like ice-cream and burger of mc Donald. Analysis of questionnaire 1) Samples Percentage of sample Total(out of 77 sample) % Student 58.44 45
  11. 11. Housewife 2.6 2 Working man/woman 38.96 30 Retired 0 0 2) House answer by sample Student% Working man/women wife Retired person Total yes 51.11 16.67 0 0 36.36 No 11.11 6.67 0 0 9.09 Some 37.78 70 100 0 51.94 Often 0 6.67 0 0 2.6 3) House answer by sample Student% Working man/women wife Retired person Total Mc Donald 68.89 70 50 0 68.83 Barista 6.67 16.67 0 0 10.39 CCD 17.78 10 0 0 14.29 Pizza Hut 6.67 3.33 50 0 6.49 4)
  12. 12. Student% Working man/ House answer by sample women wife Retired person Total Enjoy 20 10 0 0 15.58 Have Snacks 4.44 6.67 50 0 6.49 Time pass 4.44 26.67 0 0 12.99 Enjoy + Snacks 71.11 56.67 50 0 64.94 5) House answer by sample Student% Working man/women wife Retired person Total Once a week 48.89 46.67 50 0 48.05 Twice a week 22.22 16.67 50 0 20.78 Once a Month 24.44 26.67 0 0 24.68 Daily 4.44 10 0 0 6.49 6) House answer by sample Student% Working man/women wife Retired person Total Quality 24.44 36.67 50 0 29.87
  13. 13. Price 2.22 3.33 50 0 3.9 Variety 13.33 0 0 0 7.79 Hospitality 8.89 6.67 0 0 7.79 all above 51.11 53.33 0 0 50.65 7) House answer by sample Student% Working man/women wife Retired person Total Cash 88.89 80.00 100 0 85.72 Credit card 4.44 13.33 0 0 7.79 Debit card 4.44 3.33 0 0 3.9 others 2.22 3.33 0 0 2.6 8) answer by sample Working man/women House Retired person Total wife Student% Consistent with 48.89 43.33 50 0 46.75 same Switch to other 15.55 10 0 0 12.95 brand Reduce the visits 33.33 26.67 50 0 31.11 Increase the visit 2.22 20 0 0 9.09
  14. 14. 9) Working man/women House Retired person Total wife answer by sample Student% Consistent with 40 46.67 50 0 42.86 same Switch to other 11.11 6.67 0 0 9.09 brand Reduce the visits 8.89 3.33 0 0 6.49 Increase the visit 40 43.33 50 0 41.56 10) Working man/women House Retired person Total wife Student% Music/t.v 44.44 40 0 41.56 Waiter service 42.22 50 50 45.45 Quality 11.11 6.67 50 10.39 improvement others 2.22 3.33 0 2.60 11)
  15. 15. answer by sample Working man/women House Retired person Total (%) wife (%) Student% Fries 13.33 6.67 0 0 10.39 burger 40 50 0 0 42.86 Ice cream 17.77 33.33 0 0 23.38 Pizza puff 28.88 10 100 0 23.38 12) Working man/women House Retired person Total wife answer by sample Student% Parents 4.44 6.67 0 0 5.20 Friends 71.11 46.67 0 0 59.74 Girlfriends/boyfrien 22.22 40 0 0 28.57 ds Wife/husband 2.22 6.67 100 0 6.49
  16. 16. Conclusion
  17. 17. Recommendations Most of the customers are student and working professionals, so company should pay more attention on this group of the society. They should also focus on enhancement of enjoyment and maintain the quality of food they provide. Most of the customers are looking for quality, price and variety in same restaurant so if Mc Donald’s want to maintain as well as retain its customer then it should try to maintain all the three things. It was seen that if the price of the products increases by 25% then 55.75% of the customers will be consistent with mc Donald or their visit will increase so there no need for them to worry abut their customers but they should maintain quality. but if we see that if the price decreases then 84% of the customers show positive results. So if possible company should look on this factor also, it should try every possible way through which it can maintain this 84% of the customers. Consumers expect that waiter service should be provided because most of them want to sit and have there food without any disturbance. As most of the customers want to have full enjoyment so it would be recommended that music or t.v should be provided because sometimes customer has to wait long.they can also provide special facilities for every segment like giving offers.

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