Presentation on "Customer perception towards fast food chains in India - A study on Mcdonalds, Dominos and Subway. This was undertaken to find out what is the perception of a consumer before he chooses to have Fast Food in the Fast food giants.

1. Customer Perception towards Fast
Food Chains in India- A Study on
McDonalds, Dominos and Subway
BY:
GAURAV BHATTACHARYA

2. Abstract
• Purpose: The research seeks to estimate importance of various
factors affecting the choice of fast food outlets by Indian young
consumers.
• Design/Methodology/Approach: The study applies to estimate
importance of various factors affecting the choice of fast food outlets
by Indian young consumers.
• In addition the consumption patterns, impact of hygiene and
nutritional values, and rating of various attributes of McDonald’s,
Dominos and Subway.

3. • Findings: Results indicate that the young Indian consumer has
passion for visiting fast food outlets for fun and change and they opt
for fast food because they find quick service in the fast food joints.
• They feel homemade food is much better than food served at fast
food outlets. They have the highest value for taste and quality
(nutritional values) followed by ambience, brand value and hygiene.

4. What is Fast Food
• From onion rings to double cheeseburgers, fast food is one of the
world’s fastest growing food types.
• Fast foods are quick, reasonably priced, and readily available
alternatives to home cooked food.
• While convenient and economical for a busy lifestyle, fast foods are
typically high in calories, fat, saturated fat, sugar, and salt.

5. • As per “the free dictionary” fast food is “inexpensive food, such as
hamburgers and fried chicken, prepared and served quickly”.
• According to Merriam-Webster online dictionary fast food is
“designed for ready availability, use, or consumption and with little
consideration given to quality or significance”.

6. Introduction to the
Organizations

7. McDonald’s
• The McDonald's Corporation is the world's largest chain of hamburger
fast food restaurants.
• Serving around 68 million customers daily in 119 countries.
• Headquartered in the United States, the company began in 1940.
• McDonalds India: McDonald's™ philosophy of QSCV (Quality, Service,
Cleanliness and Value) is the guiding force behind its service to the
customers in India.

8. • Following its philosophy of being sensitive to local food and cultural
preferences, India was the first country in the McDonald's™ system
where it served non-beef and non-pork products.
• More than 70 percent of the menu in India has been locally
developed with complete segregation of vegetarian and non-
vegetarian products right from the food processing plants to the
point of serving the customers.

9. • McDonald's™ regular scrumptious menu includes wide range of
products like
• McAloo Tikki™, Filet-O-Fish™, Spicy Range, Chicken McGrill™,
McVeggie™, Veg Pizza McPuff™, Chicken McNuggets®, Fries, Wraps,
an assortment of Sundaes, Soft Serve and refreshing beverages.

10. Domino’s
• Domino's Pizza is an American restaurant chain and international
franchise pizza delivery corporation.
• headquartered at the Domino Farms Office Park, Michigan.
• Dominos India is being managed by Jubilant Food Works Limited (the
Company) is a Jubilant Bhartia Group Company.
• The Company is the market leader in the organized pizza market with a
54% market share (Euromonitor Report 2010) and 70% share in the pizza
home delivery segment in India.

11. Subway
• Subway (stylized as SUBWAY) is an American fast food restaurant
franchise that primarily sells submarine sandwiches and salads.
• Subway's core product is the submarine sandwich (or "sub").
• In addition to these, the chain also sells wraps, salad, and baked goods
(including cookies, doughnuts, and muffins).
• While some menu items vary between countries and markets,
Subway's worldwide signature sub varieties include

12. • Italian B.M.T.
• Roasted Chicken
• Subway Club
• Tuna
• Meatball Marinara
• Subway Melt
• Chicken Teriyaki
• Steak & Cheese

13. Overview of the Industry

14. • Food diversity in India is an implicit characteristic of India’s diversified
culture consisting of different regions and states within.
• Traditionally, Indians like to have home-cooked meals – a concept
supported religiously as well as individually.
• However, with times due to increasing awareness and influence of
western culture, there is a slight shift in food consumption patterns
among urban Indian families.
• Fast food is one which gained acceptance of Indian palate after the
multinational fast food players adapted the basic Indian food
requirements viz. vegetarian meals and selected non-vegetarian
options excluding beef and pork totally from their menu.

15. • It is gaining acceptance primarily from Indian youth and younger
generations and is becoming part of life.
• The fast food industry has evolved in India with the changing lifestyles
of the young Indian population.
• The sheer variety of gastronomic preferences across the regions,
hereditary or acquired has bought different modules across the
country.
• Many of the traditional dishes have been adapted to suit the emerging
fast food outlets.
• The basic adaptation is to decrease the processing and serving time.

16. Title of the Study
“Customer perception towards fast food chains in India a
study on McDonalds, Dominos and Subway”

17. Objectives of the Study
1. To determine what consumer thinks before choosing these Brands.
2. To determine which factors influence the choice of consumers for fast food.
3. To determine the consumption pattern and frequency of visits, choice of outlets.
4. To determine what the consumer perceives about the product quality and taste
of these giants.
5. To determine the consumer perception about the nutritional value of the
products of these giants.

18. Research Instrument & Sampling Method
• Research Instrument Used:
A Structured Questionnaire
• Sampling Method:
Judgemental, Convenience
Sampling

19. Data Collection Method
Primary
• Interview Method consisting
• Personal Interview
• Telephonic Interview
Secondary
• Commercial Magazines
• Research Papers
• Articles
• Books

20. Research Approach & Research Design
• Qualitative Research Approach • Research Design: Exploratory
• Sampling Universe: Jaipur,
Udaipur
• Total Respondents: 75
• Data Collection Instrument:
Questionnaire
• Data Collection Method:
Personal Interview & Telephonic
Interview, through Google Forms

21. Findings and Analysis

22. Ratio of Male-Female
Male
63%
Female
37%
Total Male Female
75 47 28
Total Male Female Surveyed

23. Ratio of Occupation
Total Student Employed Self-Employed
75 38 30 7
Ratio of Occupation
Student
51%
Employed
40%
Self-Employed
9%
Other
9%

24. Why do you for Fast Food
Total Quick Service Efficient & Fast Delivery Good Ambience Others
75 32 27 8 8
Why do you opt for Fast Food
Quick Service
42%
Efficient & Fast Delivery
36%
Good Ambience
11%
Others
11%
Other
22%

25. Why do you prefer these brands in comparison
to other traditional Fast Food (Multiple Choices)
Total Better Taste Quick Service Offers/Discounts Efficiency in Service Cleanliness Brand Value Quality
75 50 50 25 25 18 35 48
Why do you prefer these brands in comparison to other traditional Fast Food Chains (Multiple Choices)
50 50
25 25
18
35
48
0
10
20
30
40
50
60
1. Better Taste 2. Quick Service 3. Offers/Discounts 4. Efficiency Service 5. Cleanliness 6. Brand Value 7. Quality

26. How many times do you visit the Fast Food
Chains in a month
Total 1. 0-1 Time 2. 2-5 Times 3. More than 5 Times
How many times do you visit these fast food chains in a month
44%
56%
0%
1. 0-1 Time 2. 2-5 Times

27. How many times do you consume Fast food in a
month
Total Occasionaly On a regular basis Rarely I do not consume Fast food
75 43 23 8
How many times do you consume Fast food in a month
Occasionaly
58%
On a regular basis
31%
Rarely
11%Other
11%

28. What are the attributes you look before you
choose these Brands (Multiple Choices)
Total 1. Price 2. Food Variation 3. No. of Choices 4. Offers/Discounts 5. Cleanliness 6. Services 7. Ambience
75 50 33 33 38 32 38 28
What are the attributes you look before you choose these brands (Multiple Choices)
50
33 33
38
32
38
28
0
10
20
30
40
50
60
1. Price 2. Food Variation 3. No. of Choices 4. Offers/Discounts 5. Cleanliness 6. Services 7. Ambience
Chart Title
Series1

29. How much would you rate these brands on a
scale of 1-5
Total 1. 1 = Poor 2. 2 = Average 3. 3 = Good 4. 4 = Very Good 5. 5 = Exellent
75 0 0 45 30 0
How much would you rate these brands on a scale of 1-5
3. 3 = Good
60%
4. 4 =
Very
Good…
Other
40%

30. What is your perception about these brands in
your mind
Total 1. Quality Products 2. Value for Money 3. Possess Brand Equity 4. For the Niche market
75 37 12 25 2
What is your perception about these brands in your mind
49%
16%
33%
2%
1. Quality Products
2. Value for Money
3. Possess Brand Equity
4. For the Niche market

31. On what basis do you choose these outlets to
have fast food
Total 1. Price 2. Food Variation 3. No. of Choices 4. Offers/Discounts 5. Cleanliness 6. Services 7. Ambience
75 47 23 45 32 37 32 35
On what basis do you choose these outlets to have fast food
47
23
45
32
37
32
35
0
5
10
15
20
25
30
35
40
45
50
1. Price 2. Food Variation 3. No. of Choices 4. Offers/Discounts 5. Cleanliness 6. Services 7. Ambience

32. What is your opinion on the product quality &
taste of these brands
Total 1. Poor 2. Average 3. Good 4. Very Good 5. Excellent
75 0 2 40 33 0
What is your opinion on the product quality and taste of these Brands
2%
40%
33%
2. Average 3. Good 4. Very Good

33. Are the Food products of these brands value
for money
Total 1. Yes 2. No 3. Maybe
75 43 10 22
Are the food products of these brands value for money
58%
13%
29%
1. Yes 2. No 3. Maybe

34. On what basis do you consume the products of
these branded food chains
Total 1. Price 2. Food Variation 3. No. of Choices 4. Offers/Discounts 5. Cleanliness 6. Services
75 47 38 37 25 37 42
On what basis do you consume the products of these branded food chains
47
38 37
25
37 42
1. Price 2. Food Variation 3. No. of Choices 4. Offers/Discounts 5. Cleanliness 6. Services

35. Do you have an brief idea about the nutritional
values of the Fast food served in these Fast food
Joints
Total 1. Yes 2. No 3. A Little Bit/Not Much
75 22 25 28
Do you have a brief idea about the nutritional values of the fast food served in these fast food joints
1. Yes
29%
2. No
33%
3. A Little Bit/Not Much
38%
Other
38%

36. Conclusion
• It has been concluded that according to the above study the consumers
mainly consist of students.
• These students mainly consume fast food for around 2-5 times a month.
• The consumers prefers their fast service & delivery while choosing these
fast food joints.
• Although the consumers also pay attention to the variety of the food
products available in the fast food joints.

37. • Many consumers also prefer the variety that is the vegetarian or the
non-vegetarian food.
• It is concluded that few people also prefer the ambience and the
offers provided in these joints.
• However few consumers did mention that there is still need for better
and attractive offers exists in these joints.
• The cleanliness is also an important factor mentioned by many
consumers but they didn’t consider it as important as compared to
the fast service.

38. • However the turning point is that even though a lot of people consume
these foods for around 2-5 times a month, they don’t have much idea about
the nutritional facts of the products being served.
• Only a few suggested that the nutritional facts should be clearly mentioned
on the label, Else lack of knowledge of the nutritional facts may lead to
obesity in the younger generation of the country.

39. Recommendations & Suggestions
• To provide more attractive offers and discounts to the consumers.
• To print and make the consumers aware of the nutritional facts.
• In addition to the fast food few health friendly food products can be added to
the menu.
• To maintain their fast delivery and service. Also to maintain a stability in their
services and quality of food.
• To provide a friendly environment for the consumers, that is friendly staff.

40. • Not only for the consumers but a work friendly environment should
be provided for the staff.
• Attractive and innovative packaging as consumers do judge a book by
its cover.
• Specials in the menu that are specific to that area.
• Food products must be verified by health Departments.

41. THANK YOU FOR
YOUR PATIENCE