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Writing this project has been very demanding, challenging and time consuming, but also remarkable, informative and above all fun. It feels great to have finally completed. I would like to thanks my teachers and specially to my guide Ms. Neha Sharma who has been great in guiding my through this project, helping me through the difficulties I faced during the entire process and motivated me to work hard. Furthermore, I would like to thanks my family for their contribution by sharing their perception and opinion with me. Above all I would like to thanks my family and teachers that provided me with valuable and constructive critics.
Declaration I Soumya Gautam confirm that the following research and its complete content has been personal, unaided attempt and have not been published or submitted earlier. Additionally, its demonstrates my view and take on the subject and it does not represent the view of the university. I dedicate this project to my wonderful family and teachers. Their time, energy and support were critical to the completion of my dissertation. I learn about the energy, motivation and enthusiasm that one can achieve from someone else‟s success. I hope to carry this lesson with me long after new research has advance our understanding of incidental learning. Special thanks to my Assistant Director (Management), Mr. Arnab Chakraborty for his commitment and guidance throughout the project.
McDonald‟s Corporation franchises and operates McDonald's restaurants in the United States, Europe, the Asia/Pacific, the Middle East, Africa, Canada, and Latin America. Its restaurants offer various food items, soft drinks, coffee, and other beverages, as well as breakfast menus. As of December 31, 2012, the company operated 34,480 restaurants in 119 countries, of which 27,882 were franchised or licensed, including 19,869 franchised to conventional franchisees, 4,350 licensed to developmental licensees, and 3,663 licensed to foreign affiliates; and 6,598 were operated by the company. McDonald‟s Corporation was founded in 1940 and is based in Oak Brook, Illinois.
Purpose of study
The purpose of study is to • Identify the customers demographic and fast food stores pattern. • Identify the level of satisfaction if customer on their fast food experience on the Modipuram area attributes. • Examine the intention to customer retention and willingness to recommend the Modipuram area.
Quality Taste Suitable Market Pocket Friendly Statement of the problem 5 .Research Problem Following are the main problems faced by the consumer during the selection of the food item in the market.
• Customer spending pattern in McDonald‟s.Objectives • Increase the consumer Satisfaction towards McDonald‟s. • To understand about the motivational factors which affect their buying behavior? • Most popular product of McDonald‟s and why people like it? • What customers are seeking in a new product? 6 . • Customer preferred media for McDonald‟s advertisement.
Illiona Founder .Introduction Headquarter. serving 47 million customers every day and employing more than 1.Oak Brook. 7 .5 million people.Richard and Maurice McDonald Chief Executive Officer .James Skinner Founded in – 15 may 1940 in California They are the world‟s largest food-service chain with more than 34480 restaurants in 119 countries.
Than the business began in 1940.S. Their introduction of the "Speedee Service System" in 1948 furthered the principles of the modern fast food restaurant that the White Cattle hamburger chain had already put into practice more than two decades earlier. 1961. with a restaurant opened by brothers Richard and Maurice McDonald at 1398 North E Street at West 14th Street in San Bernardino. Kroc was also noted for aggressive business practices. The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was "Speedee". was having a hot dog cottage called as Airdrome restaurant.History Patrick McDonald start the business in 1937. in Des Plaines Illinois. The present corporation dates its founding to the opening of a franchised restaurant by Ray Kroc. on September 13. In the same year.S. 1962. 1961. McDonald's first filed for a U. the present form as a letter "M" did not appear until November 18. California. the company filed a logo trademark on an overlapping. the ninth McDonald's restaurant overall. double arched "M" symbol. Kroc later purchased the McDonald brothers' equity in the company and led its worldwide expansion. 1968. and the company became listed on the public stock market in 1965. trademark on the name "McDonald's" on May 4. Speedee was eventually replaced with Ronald McDonald by 1967 when the company first filed a U. trademark. when the company applied for a U. trademark on a clown shaped man having puffed out costume legs.S. 1955. when a trademark was filed for a single arch. with the description "Drive-In Restaurant Services". on April 15. 8 . The overlapping double arched "M" symbol logo was temporarily disfavored by September 6. which continues to be renewed through the end of December 2009. shaped over many of the early McDonald's restaurants in the early years. Although the “Golde n Arches" appeared in various forms.
The San Bernardino store was demolished in 1976 and the site was sold to the JuanPollo restaurant chain. the company has become a symbol of globalization and the spread of the American way of life. Its prominence has also made it a frequent topic of public debates about obesity. With the expansion of McDonald's into many international markets. The McDonald brothers and Kroc feuded over control of the business.compelling the McDonald brothers to leave the fast food industry. as documented in both Kroc's autobiography and in the McDonald brothers' autobiography. corporate ethics and consumer responsibility. It now serves as headquarters for the Juan Pollo chain. as well as a McDonald's and Route 66 museum. 9 .
McDonald's has 34480 outlets across 119 countries. says there is no organised restaurant there to serve the 1 million pilgrims visiting the shrine every year. 10 . The indigenously developed popular McAloo Tikki burger accounts for 25% of the company's total sales. it is about to do the equivalent of blasphemous in the fast food trade by opening only-veg burger joints. So what if its American fans say 'holy cow!' and faint if they walk in. And it plans more vegetarian items in its menu. the beef-based Big Mac is McDonald's signature dish. who manages McDonald's restaurants in east and north India as a joint venture partner of the US giant. who has undertaken several pilgrimages to Vaishno Devi." says Vikram Bakshi. it did the unthinkable. but nowhere else has McDonald's been so flexible with its menu as in India. eschewing its trademark beef burgers. my resolve (to open a restaurant there) becomes stronger. "We see a huge potential (for veg outlets) as. Bakshi. when McDonald's entered India for the first time. The world's second-largest restaurant chain will open its first vegetarian-only McDonald's restaurant at the foothills of the Vaishno Devi shrine at Katra in Jammu & Kashmir. next year. "Every time I go there. Indians are religious. by nature. Sixteen years on. Worldwide. McDonald's plans to open another pure vegetarian outlet Near the Golden Temple in Amritsar." he says. serving 69 million customers every day. After Vaishno Devi. but in India vegetable products account for half of its menu and sales.McDonald in India In 1996.
11 .McDonald‟s has signed up a property at Katra. It opened its First outlet in Jammu. but it‟s not the first global chain to open pure -vegetarian outlets to woo spiritual Indians. McDonald‟s Katra outlet may by a culture shock for its fans.
12 . Therefore. and manage the total customer experience. One of the fastest growing segments in the tourism industry is city tourism. therefore. there is no research reported on the customer satisfaction of McDonald‟s. hospitality professionals need to study McDonald's Thai customer satisfaction and perception in Meerut markets. Customer satisfaction marketers make extensive efforts in marketing the city and retaining customers to maintain their position in the marketplace. This study.brand. It indicates the positive emotion and experience of customer toward business. However. To achieve customer‟s satisfaction.Customer Satisfaction in McDonald’s Customer satisfaction is a key to a business‟s success. and develop marketing strategies to compete with other businesses. To take advantage of increasing business opportunity. businesses must understand consumers‟ needs to be able to provide their products and services that meet or exceed consumers‟ expectations. The success of customer satisfaction marketing lies in their ability to compete. Satisfied consumers also have a propensity to repurchase and recommend products to their families and friends. The study of customer satisfaction image reveals customer perception of McDonald‟s. understand customer perceptions and satisfaction provide value. which later will be used to improve the brand‟s attributes. it is critical to study the customer satisfaction in order to address the customer‟s expectations and satisfaction to determine the strengths and weaknesses of the McDonald‟s brand. aims to examine McDonald's Customer Satisfaction regarding their experience within the Modipuram area of Meerut to gain a better understanding of McDonald's.
Products of McDonald’s Chicken Sandwiches Hamburger French Fries Soft Drinks 13 .
Desserts Breakfast Items Salads Milkshakes 14 .
cleanliness. Being the best means providing outstanding quality. cleanliness and value every time. service. so that they make every customer in every restaurant smile. service.McDonald’s Vision "McDonald's vision is to be the world's best quick service restaurant experience." McDonald’s Mission McDonald's mission is to be their customers' favorite place and way to eat – with inspired people who delight each customer with unmatched quality. 15 . and value.
Competitors of McDonald’s Subway Burger King Corporation Starbucks Taco Bell 16 .
Pizza Hut KFC Domino‟s 17 .
The study sets out to expand upon previously completed work on the topic of “Customer Satisfaction at McDonald‟s” considering the nature of my research. the research method. I intend to use a questionnaires approach drawing on qualitative and quantitative research methods.Research Methodology The problem are evaluated and undertaken in my project. This study further defines and discusses the following: the research design. the sample design and data collection and analysis of the research. My project consists of the survey of 200 people visiting McDonald‟s and the evaluation of these surveys is done within my projects to get the conclusion and solution. „Methodology‟ refers to how a research should be undertaken. the research approach. Research Design This chapter gives us an overview of the methodology. it is essential to collect relevant data from various sources and analyze it. There are a number of different types of method available for the collecting research data. In order to conduct a successful research. which describes hoe the research will be carried out. for example: • Questionnaires • Observations 18 .
To carry Customer Satisfaction at McDonald‟s. Lastly. production and service at economical level which allow for full customer satisfaction. and quality. However. a sample has to be dispatched for survey by different sources. Secondly. Research Process The first step of any research is to identify a subject area of research and design a clear objective within it to do further study on that particular research. Research Method • Qualitative Research Quality control is defined as maintaining requisite standards in products or services. the qualitative data thus collected has to be analyzed properly and then drive final conclusion. quality maintenance. engineering.improvement efforts of the various groups in an organization. equipment. it defines quality assurance as planned and systematic actions necessary to provide adequate confidence that a product or service will satisfy the given quality requirements. 19 . ISO 8402 defines control as the operational techniques and activities that are used to fulfill quality requirements. before completing the report. after getting secondary data from different sources on a similar subject has to be critically reviewed. to make the research more authentic. Total quality control is an effective system for integrating the quality-development. to enable marketing. A quality system is defined as the collection of the resources. proper research an ideal person has to defined. people and procedures which implement the quality policy. qualitative research has to be carried out in the former of descriptive questionnaire. organization. out of which.
rework. In my research I used quantitative method to collect and analysis information through questionnaires. determines the nature and behavior of the person or thing. Quantitative data refers to all such data and can be a product of all research strategies. 'Quality' is the modern management means everythingthat anorganization does. Freedom from deficiency Freedom from deficiencieshas a major effect on costs through reduction in scrap. the total external customer population can be segmented by the level or "grade" of quality desire. in the eyes of its customers. error. Components of Quality Products Features Product Features have a major effect on sales income. character. feature. • Quantitative Research All research will involve some contain data that could usefully be quantified to help your answer your research question and to meet your objectives. In many industries. which in particular. attribute.Quality of a person or a thing as a characteristic. for example. defects. innate or acquired. property etc. failure. "Deficiencies" are stated in different units.the synonyms of 'Quality' are trait. 20 . This method is the easy way to collect information from large number of sample. complaint and other result of deficiencies.
21 . secondary data or a both.e.. • Secondary Data Secondary data are those which have already been collected by someone else and which have already been passed through the statistical process. As a primary source of data I used the simple but most effective method i. The research will contain two parts. Without the help of these sources it was not possible from to construct this project. In this method. usually some questions are asked to the related persons on the basis of their answers the analysis is to be made. • Primary Data Primary data are those which are collected a fresh and for the first time.. and are assumed to be original in characters. Research Approach An effective strategy will be used to collect most of the information and data from various sources. different methods that will be used to collect information from companies. This is very effective means of data collection.e. Newspapers. Whereas for “primary research”. firstly “secondary research” in which the research will go through various research papers. The primary and secondary data helped me lot to constructing this project. I have collected secondary datsa from the various sources i. Sources of Data Data for the research projects is usually either by using primary data. electronic journals and database. Questionnaires. Internet.
If it refers to the techniques on the procedures the research would adopt in selecting items for the sample. The researcher must prepare the sample design which should be reliable for research study. Here selected sampling unit for study is outlet if McDonald‟s. Source List It contains all the items of universe in case of finite universe it is also known as sampling frame. Sample Unit Decision is taken after concerning the sample unit. Size of Sample I have taken the sample size of the 200 respondents. sampling unit may be a geographical one such as urban area of Meerut a construction unit such as house flat or it may be social unit club or school. Sample Design may as well lay down the number of items to be induced in the sample. 22 . Sample Design A sample design is a definite plan for obtaining a sample from a given population.
Analysis and Interpretation 1. Do you like to go McDonald’s? Yes No 23 .
2. How often you go there? Once in a week Once in a fortnight Once in a month As per desire 24 .
What is your monthly income? 40000-Above 20000-40000 10000-20000 1000-10000 0 5 10 15 20 25 30 35 40 45 25 .3.
How much you spend on outside in a month? 5000-Above 1000-5000 500-1000 0-500 0 5 10 15 20 25 30 35 40 26 .4.
How much you spend on McDonald’s products in a month? 0-500 500-1000 1000-5000 5000-Above 27 .5.
What motivates you to have food in McDonald’s? 90 80 70 60 50 40 30 20 10 0 Price Quality Service 28 .6.
Others 29 .7.M. What media you use for selecting products? 100 90 80 70 60 50 40 30 20 10 0 Television Newspapers Radio F.
8. Which products you like most in McDonald? 50 40 30 20 10 0 Breakfast Vegetarian Series 3 French Fries Softdrinks 30 .
Rank 25 the products as per you like.9. 20 15 10 5 0 Burger Desserts Soft Drinks French Fries Chicken Milkshake 31 .
10.What do you think about the quality of the products? 80 70 60 50 40 30 20 10 0 Very Poor Average Good Excellent 32 .
What do you think of the price of the McDonald’s products? 70 60 50 40 30 20 10 0 Over Price Low Price Fair Price Series 1 33 .11.
12. Do you like its advertisements? Yes No 34 .
Are you satisfied with the service of the McDonald’s? Series 1 No Yes 46 47 48 49 50 51 52 35 .13.
5 2 2.5 1 1.Would you like to celebrate your auspicious days in McDonald’s? Series 80 70 60 50 40 30 20 10 0 0 0.14.5 36 .
Would you like to go anywhere else? Sales Yes No 37 . If you go to McDonald’s and it is close that day.15.
16.What McDonald’s? change you like to do in 60 40 20 0 Increase Products Decrease Price Table Service Homedelivery 38 .
Time taken to provide the services should be minimized. The company should increase the number of visits of their personnel to retailers.Recommendation and Suggestion The company should provide more profit. The company should organized get-together with the retailers so that their problem could be address to the management of the company. Company sales man should tell more about the schemes to the retailers. 39 . The company should provide proper training to the retailers about the products and the policies. Quality and price problem should be solved.
• The area of research is Modipuram so this data do not present entire population behavior. • It is impossible to take a large sample so that this study is based on a small sample survey. who are believed to be giving the right information. • In this research time is the barrier because it needs lots of time to conduct the survey. 40 . the accuracy of the survey and its finding depends a lot on the respondents and their responses. • This research includes sampling server through questionnaires in which people shows less interest. this project will also carry its own limitation.Limitation of the Study As in any other research project. thus. • The study depends upon responses of the respondents.
Also most of the customers used to eat at McDonald‟s. Retailers often have difficulties in facing customers complain regarding quality and prices. 41 . Product quality of McDonald‟s is very good. The company is good at responding to the problem of the retailers and customer‟s. Television is the best mean of promotion. Company provides material on time.Conclusion After the whole analysis of this survey we reach to a conclusion that most of the customers use to eat fast food on today‟s world. It is also suggested that the McDonald‟s should open its outlet in different part of city. it‟s undependable of the age group. Most of the retailers ensured that they support by the company‟s personnel and company‟s helpline. Retailers and customer are satisfied with the company‟s promotional activities.
Annexure I am happy to introduced myself as a SoumyaGautam. Name Age - Gender Address • Yes-----• How often you go there? Do you like to go McDonald’s? No------- Once in a week----------Once in a Fortnight-------Once in a Month---------As per desire-----• What is your monthly income? 10000-20000---40000.A. student of B.above----- 1000-10000---20000-40000----• How much you spend on outside in a month? 42 .B. Meerut. 3rd year in College of Applied Education and Health Sciences(CAEHS). I have undertaken a project work entitled “Customer Satisfaction at McDonald‟s” with special reference to McDonald‟s.
0-500----1000-5000---• 0-500----1000-5000----• Price ---Service-----If other please specify---------------• What media you use for selecting products? Radio----Newspaper-----5000-above----- 500-1000----- In General. how much you spend in McDonald’s products in a month? 500-1000----5000-above----- What motivates you to have food in McDonald’s? Quality----- Television ----FM---If other please specify----------• Which products you like most in McDonald’s? Vegetarian Item----Soft drinks----- Breakfast Item---French Fries----If other please specify • Rank the product as per your liking? Burgers Soft drinks French Fries 43 .
why?--------------------• Yes------- What do you think of the price of the McDonald’s products? Low Price------ Do you like its advertisement? No-----Are you satisfied with the service of the McDonald’s? No----- Would you like to celebrate your auspicious days in McDonald’s ? No------- If you go to the McDonald’s and it is close that day.Chicken Milkshakes Salads Desserts Coffee • What do you think about the quality of products? Average-------Excellent-------- Very Poor-----Good------• Overprice----Fair Price-----• Yes----• Yes----If no. Would you like to go anywherelse? 44 .
where and why? ----------------------------• What change you like to do in McDonald’s and why? ----------------------------------------------------------------------- 45 .Yes----- No------ If yes.
mcdonaldsindia.com www.sBibliography www.com www.com Newspapers Social Networking Sites 46 .google.123helpme.com www.com www.wikipedia.mcdonalds.