This action might not be possible to undo. Are you sure you want to continue?
My dissertation is on the topic CONSUMER PREFERENCE TOWARDS MCDONALD’S. It talks about the fast food sector to which McDonald’s belongs competitors, threats and the costumer satisfaction and preference towards MCDONALD’S outlet in DUBAI. McDonald’s is a part of McDonald’s Corporation US. As a part of our research work are trying to understand the costumers satisfaction level and preference which can fulfill all the costumer needs which will be further classified n further discussed in the report. Our basic object of this research work is to study the level of costumer satisfaction n preferences towards McDonald’s in DUBAI, buying behavior of the people living in DUBAI and thus listing out the short comings and drawing out conclusions according to the present needs of the consumer .As it’s said that “CUSTOMER IS THE KING” so all his/her needs have to be catered to.
Chapter 1 Introduction
1.1 INTRODUTION OF THE COMPANY: Founded in 1955 by RAY KROC McDonald’s cooperation today is known around the world as an icon of American lifestyle, marketing billions of hamburgers around the world. McDonald’s is the largest and best known global food services retailer 31000 restaurants across 117 countries. Yet on any one day, even as a market leader, McDonald’s serves less than 3% of the world’s population. Its outstanding brand recognition, experienced management. High quality food, site development expertise, advanced operational systems and unique global infrastructure position it to capitalize on global business opportunities. McDonald’s plan to extend its leadership position through great tasting food, superior service; everyday value and convenience have made it a well known brand name around the world. Its effort to increase market share and profitability and costumer satisfaction has produced high returns to shareholders, a compound annual return of 24% over the past 10 years.
McDonald’s vision is to offer the world’s best and quickest service restaurant experience to its costumers all over the world. Being best in the business means constantly satisfying costumers better than anyone else through outstanding quality, service, cleanliness, and value. Supporting this vision are five global strategies being pursued by McDonald’s worldwide. Developing its personnel at ever level of organization, beginning in its restaurants. Constant innovative in its menu, facilities, marketing, operations, and technology. Expanding its global mindset by sharing best practices and leveraging their best people and technology resources around the world. Long term re-invention of the category in which it competes and the development of other business and growth opportunities. Continue the successful implementation of changes.
IN 1994, Emirates Fast Food Company acquired the McDonald’s franchise in the U.A.E.Based on the agreement the 100%local company owns and operates all McDonald’s restaurants across U.A.E.Since establishing the first restaurant in AL GHURAIR CITY, McDonald’s UAE has been an active player in the local community, and a solid supporter of its economy; sourcing around 80% of its supplies from local and regional suppliers in the ARAB world. Through its geographical expansion across the EMIRATES, McDonald’s UAE is committed to serve high quality products to it costumers in pleasant family atmosphere!!
the expertise required to meet the objective and the decision as to whether a qualitative or quantitative approach is to be taken. This report will also help me to know more about the market strategies and selling modes followed by McDonald’s in DUBAI and various kinds of recommendations n suggestions. . ensuring it is both commercially and worthwhile and that the objective is feasible and achievable. DEFINING THE PROBLEM: It is important to decide what information is needed and set the objectives of the research. OBJECTIVES: The objective of the report is to study the consumer preferences towards McDonald’s in DUBAI and also to analyze the buying behaviors of Burgers by the people living in DUBAI. resources to carry out the work.1. and Pizza Hut etc in DUBAI.2 Introduction to research problem MOTIVE: The basic motive of preparing this report is to study the consumer preferences towards McDonald’s in DUBAI and to know about the BUYING BEHAVIOR of consumers for McDonald’s. DEVELOPING THE APPROACH TO BE TAKEN: The planning phase will concern itself with timescales. Burger King. SCOPE: This report to some extend will tell us about the success of McDonald’s in DUBAI and also about the various other fast food outlets like KFC.
PREPAING THE REPORT AND THE PRESENTATION: These are the outputs of the researched work and vital in establishing the credibility of the research methods used and the validity of the findings of the research. as well the use of pilot study to ensure the development of an effective and meaningful questionnaire. and those external to the firm can be classified as opportunities or threats. Ensuring full use of secondary data sources will be important. ANALYSING THE DATA: The data analyzed stage will need to take full account of the objectives of the research and the clients and needs. It is applicable to either the corporate level or the business unit level and frequently appears in marketing plans. . Such an analysis of the strategic environment is referred to as a swot analysis a scan of the international or the external environment is an important part of the strategic planning process. The SWOT analysis provides information that is helpful in matching the firm’s resources and capabilities to the competitive environment in which it operates.3 SWOT ANALYSIS SWOT analysis is the simple framework for generating strategic alternatives from a situation analysis.DESIGNING THE REASEARCH: In the designing the research strategy consideration will be given to the different action steps that need to be taken. 1. CARRYING THE OUT OF FIELD WORK: Decision as to how the questionnaire will be administrated will be made as well as decisions as to who do the work and what resources are required. Environmental factors internal to the firm usually can be classified as the strengths or the weaknesses.
Franchising fragility-control over franchises. High staff Turnover including Top management. perceived as junk food. Customer losses due to fierce competition. promotion Global brand power. place. . products. price. use of Tran’s fat and beef oil.STRENGHTS • • • • • • • • • • • • • • • • • Large market share Strong supply chain Rigorous food safety standards Decentralized yet connected system Strong brand name \ image and reputation Strong financial performance and position Affordable prices and high quality products Nutritional information available at stores Strong global presence and performance in the global marketplace Specialized training for the managers known as the HAMBURGER UNIVERSITY McDonald’s Plan to Win focuses on people. Drive Thru. Legal actions related to health issues. Global presence Convenient Locations and Payments Methods(Ezlink) Appeals to the mass market(especially the kids) 24/7 Operations. Delivery(extensive coverage of the market) Halal certification Ronald McDonald's Children's Society WEAKNESSES • • • • • Unhealthy food image.
Well being and ethical image improvement. so better locations for franchisees. . Diversification and acquisition of the other quick-service restaurants. Expansion of the children market ( other business-market penetration) Setting up vegetarian menus or outlets to expand the market. heart attacks. • • • • • Strengthen its value proposition and offering. Joint ventures with retailers( e.g.by innovation within healthier lifestyle foods. database marketing to more accurately market to its consumer target groups. supermarkets) Consolidation of retailers likely. Respond to social changes. Worldwide deregulation Low cost menu that will attract the customers. It could identify likely customers (based on modeling and profiles of shoppers) and prevent brand switching. • Use of CRM. Growth of the fast-food industry.OPPORTUNITIES • • • • • • • • Expansion of the other cashless payment systems. • The relationship between corporate level McDonald's and its franchise dealers. to encourage customers who visit coffee shops into McDonalds. Its move into hot baguettes and healthier snacks (fruit) has supported its new positioning. Growing health trends among consumers. THREATS • Health professionals and consumer activist accuse McDonald's of contributing to the country's health issue of high cholesterol. diabetes and obesity.
• • • • • • • McDonald's competitors threatened market share of the company both internationally and domestically. health care. The international operations of McDonald's are highly influenced by the individual state policies enforced by each government. ECONOMIC • McDonald's has the tendency to experience hardship in instances where the economy of the respective states is hit by inflation and changes in the exchange rate. and product safely. Anti-American sentiments Global recession and fluctuating foreign currencies. tax. • • • • Market leader. Recent hygiene complaints affect sales. POLITICAL AND LEGALS. . privacy. Very high target market. the imposition of additional regulations. or the enactment of any new legislation under the administration that impacts employment/labor. Growth of health conscious eaters. trade. Low cost and more incomes. or environmental issues could have an adverse impact on our financial condition and results of operations. Any changes in regulations. bird flu. Intense Competitions. The rate at which the economy of that particular state grows determines the purchasing power of the consumers in that country. transportation/logistics. SOCIAL • Working within many social groups. Outbreak of diseases (madcow. SARS). H5N1.
• Increase employment. TECHNOLOGICAL • • Advanced technology development. Quality standards ENVIROMENTAL • • Quality packing. . Local manufacture using foreign supplies.
Literature Review The Literature Review is a thorough summary of the recognized facts and information in academic literature about a given subject. The student must locate previous research studies (usually found in professional journal articles) that have contributed to the field in a manner similar to what his or her own thesis or dissertation proposes. positioning and Marketing mix. To understand consumer perception and to find buyer behavior towards fast food.1 Related Studies 1) The below article was extracted from dissertations by the students of Skyline College on Marketing Strategies Adopted by McDonald’s and Consumer Perception Towards Fast-Food Purpose: This project involves the service level provided by McDonald’s and its competitors Research Objective The primary objective of study was Marketing Strategies adopted by “Mc Donald’s”. Most cited sources in a dissertation or thesis are listed in the Literature Review. They include: To understand the marketing strategy of McDonalds with respect to targeting. 2. This objective is supported by four secondary objectives. . achieving them will lead to the fulfillment of primary objective.Chapter 2 .
in the recent past several questions have been raised . Mc Donald’s is one of the world’s largest chains of fast food restaurants. managed trade policies and diminishing customer loyalty. a multinational fast food chain. Franchises of Mc Donald’s are spread across the world. Today’s companies work in a war zone of rapidly changing competitors. Some extent of biasness was found because of Brand loyalty while answering the questions . new laws. Lack of interest of the respondent was one of the major problems . In this dissertation the researcher aims to critically analyze the social and ethical responsibilities of Mc Donald’s. However. There has been a sudden upsurge in the Indian industry and exponential growth in specific industries. Summary Over the past few years the Indian economy has undergone drastic changeschanges that have had the market flooded with multinationals and a variety of products. Olson in 2005 about Environmental Impacts on Consumers of McDonald’s.2 Related study 2: 2) Another related study was done by Peter. Limitations of Study Certain limitations were inherent with this project work. technological advances.The Geographic extent of this study was limited to the Dubai market only. 2.100% response rate was not found from the respondents.To Compare Service quality of Competitors Vs McDonalds To find out the ways by which McDonald’s can improve upon its service quality and bring more satisfaction to customers and thus add value to its bottom line.Potential biases such as reluctance of consumers. executives etc. It is a success story which has redefined the art of reaching out to people across the borders.
some of the most prominent controversies associated with the organization. Thus. Thus. the scenario reflects that the organization has failed to fully realize its basic moral and ethical duties. have been mentioned. owing to a number of controversies and debates regarding the way it operates. Ethical and moral questions regarding the activities of the organization has become a common affair in the recent past. In the last few years. to revive and restore its brand image have not proved to be sufficient. the principal objective of the report is to present an argument regarding the social responsibilities of the organization. has. Clearly. when the organization rectifies and reassesses its strategies . over the years. in the recent past. The arguments presented in the report emphasizes the fact that instead of restricting itself to an organization whose only aim is to garner maximum profits. These controversies reflect that Mc Donald’s. the time has come. Mc Donald’s should concentrate on its moral and ethical obligations also. The steps that have been taken by the organization. The argument is regarding whether Mc Donald’s should only focus only on maximizing its profits or whether it should also realize and give due importance to its social and ethical responsibilities. While presenting the argument. The arguments are presented from the point of view of one of the marketing managers of Mc Donald’s.regarding the ethical and moral obligations of the organization. Mc Donald’s brand values have declined considerably. to a large extent. neglected its moral and ethical obligations.
Research methodology is how a subject or topic is researched upon and the sources and the means of collecting information is order to support the data collected. Research methodology is the systematic and focused process of gathering interpreting and reporting information to help solving specific problems or to take advantages of various opportunities.1 Introduction The research methodology used in the present research focuses on collecting information on current position of MacDonald’s and its possibilities of growth in near future.sonoma. Responses on the customer satisfaction.CHAPTER 3 – Research Methodology 3. Research methodology provides a specific and clear cut visualization of many ways of conducting a research and the detailed information on how to go about collecting information to aid in the completion of the research. (http://libweb. Both primary source and secondary source are used to collect the information. expectation.edu) . and perception of services provided by MacDonald’s are measured. Data was collected with a survey instrument which focused on the MacDonald’s context.
They are: Inductive Method According to Zikmund (2000) “Inductive methodology is a method for generating new theory from various types of research.” Deductive Method According to Zikmund (2000) “Deductive methodology is one that intends to test existing theory in an empirical setting”. a series of activities unfolding over time. It involves a number of things such as choice of the research design.2 Research Methodology According to White (2000) research methodology is a process.” There are three types of research design which are as follows: Exploratory Design According to Zikmund (2000) “Exploratory study is conducted to clarify the nature of ambiguous problems.” Descriptive Design According to Zikmund (2000) “Descriptive research seeks to determine the answers to who. what. Research Design According to Zikmund (2000) “Research design is a master plan that specifies the methods and procedures for collecting and analyzing the needed information. when.” . the evaluation of results. it is framework for the research plan of action. where and how questions. and so on.3. Broadly two types of research methodologies are used by the researcher in the research. the collection of data.
Thus. that is the reason why questions regarding nationality and cultures are retrained from the questionnaire. what.Causal Design A causal research is undertaken when the researcher are interested in knowing the cause and effect between two or more variables. there by keeping the survey small enough to be manageable and big enough to provide with accurate information. Sampling Size & Methods: During the course of my research I will be analyzing certain customers of MacDonald’s and draw conclusion about the customer perception about the service quality in general. and there will be no sequential order will be followed. The description is used for frequencies. In other words. where. Such studies are based on reasoning along well tested. Descriptive research answers the questions who. prior to writing description research. Often the best approach. people come s from different countries different ethnic and cultural background. (GC Beri 2000) Descriptive Research Descriptive research. descriptive research can be said to have a low requirement for internal validity. The Sampling of respondents will be done purely on random basis. is To conduct a survey investigation. descriptive research cannot be used to create a causal relationship. the research cannot describe what caused a situation.people from all walks of life visit. where one variable affects another. also known as statistical research. . averages and other statistical calculations. when and how. Thus. The sample size of my research will be limited to 100 respondents. describes data and characteristics about the population or phenomenon being studied. accurate and systematic. The reason why random sampling is adopted because in the service center . Although the data description is factual.
This is done by conducting surveys using questionnaires. Another advantage is that of the speed and cost. As the questionnaire is the fast and cheapest method to obtain data so I have chosen this method. Journals. It refers to the collection of first hand information.3 DATA COLLECTION Primary data:Primary data is the data taken primarily. The questionnaire method has certain advantages. Questions about income or personal questions are more likely to be refused. There are certain disadvantages also. personal interviews and observation. One of the main problems is the unwillingness of respondent to provide information. The questionnaire is the backbone of obtaining first hand data during interviews. One of the main advantages is its versatility. books on customer satisfaction and marketing perspectives . In my study I will be interviewing the respondents with the help of a structured questionnaire.3. It is the best suitable method for my research. It is faster and cheaper than observing. I collected them by following method • • • Internet Books Articles. Secondary data:Already existing data is called secondary data.
Rating scales that I may use will include: • Multiple choice scales: multiple options are given. a questionnaire was designed to answer. A general discussion was carried out with the persons while conducting personal interview to form an overview and recommendations regarding the attributes of Burger industry. . the importance of certain attributes and how well these attributes measure up for each Burgers chain. Some are local and other being the foreigners. Also. I shall use only the rating scale. Multiple choice single response scale allows participant to select only one answer & multiple choice double response allows participant to choose more than one answer. A questionnaire survey was done on a sample of people staying in Dubai. The survey was conducted on 50 people among whom the questionnaires were circulated. Questions were asked about customers’ overall image of various Burger chains.Survey To obtain a better insight of the Burger Market. personal interviews were conducted with a few in the sample. Measurement scales are of three types: • • • Rating scale Ranking scale Categorization For the purposes of my research. Some interviews were also conducted one to one without using the questionnaire. Measurement Scales Scaling is the procedure for the assignment of numbers to a property of objects in order to impart some of the characteristics to the properties in question.
the questionnaires were complied statistically and analytical tables were prepared. The findings from the overall were compiled together under the conclusion and suggestions on the basis of the same were put forward.• • Numerical scales: equal intervals that separate their numerical scale points.g. E. . different graphs were prepared for an easier pictorial analysis and interpretation. To consolidate the results of the survey. various statistical tools such as percentage and mean scores were calculated and these were represented in the various tables. Based on the tables. a scale of 1-5 for cleanliness of a restaurant Multiple rating list scale: accepts a circled response from the rater and allows a mental map of the respondents’ evaluation to be evident Data Analysis and Interpretations After the survey.
Data Analysis 1) Gender of the respondents: Gender No of respondents Male 52 Female 48 53 52 51 50 49 48 47 46 Male Female Male Female Findings: From the above table it is clearly evident that out of the 100 respondents who were asked about their gender. all responded. .CHAPTER 4 .
2) Age group of the respondents No of respondents Age group 12-16 18-24 25-30 30+ 30 40 22 8 45 40 35 30 25 20 15 10 5 0 No of repondents 16-Dec 18-24 25-30 30+ Findings: From the above table it is clearly evident that out of the 100 respondents who had attempted the survey questionnaire. 42% belonged to the age group of 18-24 and the 25% respondents were aged between 25-30 and 8% belonges to the age group of 30+. 3) Educational background of the respondents .33% belonged to the age group of 12-16.
45% were intermediates. 20% are graduates and 10% were Post Graduate .50 45 40 35 30 25 20 15 10 5 0 Your Educational Background? Higher Secondary Intermediate Higher Secondary Graduate Post Graduate Findings: the above bar graph. 10% were Higher Secondary. find’s that 15% respondents were in higher secondary.
5) The fast food burger chain the respondents prefer .4) Yearly income of the respondents Income 1000-4000 5000-8000 10000-12000 12000+ Respondents 40 40 14 6 40 35 30 25 20 15 10 5 0 Repondents 1000-4000 5000-8000 10000-12000 12000 + Findings: The above tables describe the average annual income of the respondents who were questioned during the survey. In the diagram above.000-12. This information allowed us to know the purchasing power of the customer. as it shows a more realistic picture of the scenario. This piece of information was useful since it provided valuable information regarding spending patterns of customers. 40% of the respondents earn 5000-8000Dhs.000Dhs n above. 14% of the respondent’s ear 10.000Dhs and 6% of the respondents earn 12. shows that 40% of the respondents earned between 1000-4000Dhs every month.
14% of the people prefer Hardees and the remaining 1% prefer other local fast food burger chains.63% of the people prefer Mc Donalds.22% of the respondents prefer Burger King as their favourite burger chain. This clearly indicates that Mc Donald’s enjoy greater competitive advantage over its competitors in terms of number of customers 6) Fast food burger chains the respondent have utilized in the past. .F F ast ood B er Chain Preference urg Mc donalds Burger King Hardees Others Findings: From the above table it is clearly evident that out of the 100 respondents who had attempted the survey questionnaire.
Burger King was tried out 70 times.Findings: From the above table it is clearly evident that out of the 100 respondents who had attempted the survey questionnaire. 7) Respondents visits to McDonald's .McDonalds have been tried out 75 times.Hardees was tried out 55 times and the Other fast food burger chains were tried 25 times.
20% of the respondents consumer more than once a week.and 20% consume them once a month.This clearly indicates that people do consume burgers at frequent intervals of time.15% the respondents consume burgers everyday.45% consume once a week. 8) Satisfaction level of respondents consuming McDonalds .Visit Everyday Once a week More than once a week Once a month Respondents 15 45 20 20 50 40 30 20 10 0 Repondents Everyday Once a week More than once a week Once a month Findings: From the above table it is clearly evident that out of the 100 respondents who had attempted the survey questionnaire.
5% were very unsatisfied.How satisfied are you reg ardingyour choice of Mcdonalds? 80 70 60 50 40 30 20 10 0 Very Unsatisfied Unsatisfied Satisfied Very Satisfied How satisfied are you regarding your choice of Mcdonalds? Findings: According to the survey . 9) Services rated by the respondents at McDonald's .5% were unsatisfied with their choice .Since 70% of the respondents said that they very satisfied . 20% respondents were only satisfied .it can know that many of the customers are satisfied with McDonalds .
though there were about 1% respondents who thought of it as poor.H do you rate theserviceat McDonalds ow Excellent Good Average Poor Findings: The above Pie chart shows the response of people towards the service of McDonalds. Majority of respondents were on the lines of excellent and good. 14% respondents replied neither good nor bad. 10) Customers of McDonald’s awareness about “Value Meal” program of McDonalds .
35respondents were Not At All aware of the Value Meals Programm undertaken by Mc Donalds.15 were Not Much aware.Awareness Am st The Consum ong ers Reg ardingS pecial Prog mes Of Their ram F F ast ood B er Chain urg 40 35 30 25 20 15 10 5 0 Not at all Somewhat Not much Almost Completely Awareness Amongst The Consumers Regarding Special Programmes Of Their Fast Food Burger Chain Findings: From the above chart it is clearly .20 were Almost aware and 5 were Completely aware of the Value Meals Program by McDonalds.20 were Somewhat aware. 11) Satisfaction level in terms of pricing with regard to your choice of fast food burger chain .
35 30 25 Very Unsatisfied 20 15 10 5 0 Mc Donalds Burger King Hardees Unsatisfied Neutral Satisfied Very Satisfied Findings: The above column chart clearly depicts the customer satisfaction levels to their respective preferred fast food burger chain in terms of the pricing of the products. 12) Respondents say over McDonald's gives you value-for-money .
5% said they can pay and are ok with the price and 10% replied they cant say . 13) Choosing a fast food burger chain depending on the higher brand name/image .DoesMcDonald'sg you value-forive m oney? Can't say Can pay more Worth the money Over-priced 0 20 40 60 80 Does McDonald's give you value-for-money? Findings: The above horizontal graph shows that 70% of the repondents found the it is over priced where as 15% replied as worth of money. The veiws given by all these respondents were pretty much scattered and varied from one and other.
whereas 50% said NO 14) Respondents say over if lover prices is offered would you shift to another fast food burger chain.Do you choose your fast food burg chain er dependingon the hig brand nam her e/im e it ag enjoys? Yes No Findings: Out of the 100 respondents. . 49% of the respondents said YES that they depend upon the higher brand name and image of the fast food.
78% of the respondents prefers to shift to another fast food burger chain if lower prices on the same product line will be offered. whereas the remaining 22% of the respondents do not want to shift their fast food burger chain in case of price lowering. 15) Respondents love about McDonald's? .Customer Preference S In Terms Of Price hift Yes No Findings: Out of the 100 respondents.
However. along with further 23% of the respondents said the liked the quality of the product. 42% of the respondents said they liked the speed of the service. 7% of them said price it is cheaper than other fast food chains and 18% of the respondents said because of the convenience .What do you like about McDonald's? 45 40 35 30 25 20 15 10 5 0 Speed of Quality of Service Food Price Convenience Other What do you like about McDonald's? Findings: According to the survey. 16) Things that drive the respondents to McDonald’s . there were a few respondents about 10% of them they like other things about McDonalds.
W at m sy tocom to Mc on s h ake ou e D ald ? Havinga m eal G atheringwith friends C elebratingan occasion Findings: According to the survey. 20% of them said they only come here celebrating occasions. 35% of the respondents said they come to McDonalds for having a meal nothing else drive them here. 17) Respondents view over variety of foods offered in McDonald’s . 45% of the respondents said it’s a get together point.
18) Respondents benefits by the intense competition among the fast food burger chains which subsequently leads to lower prices. 10% of them said its poor. .50% respondents were said that the variety is very good .10% were like its “ok”.30% said it was only good .What do you think of the variety of foods offered in McDonalds? 60 50 40 30 20 10 0 Very Good Good Fair Poor What do you think of the variety of foods offered in McDonalds? Findings: From the above chart it is clearly .
Chapter 5 – Conclusion & Recommendation .Do you ag that you are benefited bythe intense ree competition among the fast food burg chains st er which subsequentlyleads to lower prices? Yes No Findings: Out of the 100 respondents.78% of the respondents think positively that intense competition among fast food burger chains do tend get benefits whereas 22% do not think .
Some are local and other being the foreigners. Being a Non-National (UAE). expectation. Some interviews were also conducted one to one without using the questionnaire. it was a little difficult interacting with the local crowd as language is one of the major problems. and perception of services provided by MacDonald’s are measured. Over coming that. Questions were asked about customers’ overall image McDonald’s and his competitors.5. the importance of certain attributes and how well these attributes measure up for each Burgers chain. The survey was conducted on 100 people among whom the questionnaires were circulated. Also. By doing the data analysis and representing the data on graphs in order to give a wider and a more self explanatory picture of the feedback acquired given to us by the respondents helped in figuring out the major problems and areas where McDonald’s was lagging behind in. Since the road to improvement is never ending. at times the consumers were reluctant to reveal certain information which might affect the results of the survey that I conducted. Data was collected with a survey instrument which focused on the MacDonald’s context. A few recommendations were derived out of those few major questions where the biggest and problems prevailed. As a result some questions might have been left unanswered. A general discussion was carried out with the persons while conducting personal interview to form an overview and recommendations regarding the attributes of Burger industry. so this study also suffers from certain limitations.1 CONCLUSION After generating results from the survey done through the help of questionnaires used as tools the data analysis that was done. It also gave a broader perspective on the issues and concerns that need to be taken up as a challenge and solutions need to be found in order to make the service even more consumer friendly. Both primary source and secondary source are used to collect the information. A questionnaire survey was done on a sample of people staying in Dubai.(further suggestions) Also the sample size that . personal interviews were conducted with a few in the sample. Responses on the customer satisfaction.
It was a time consuming method in which continuous guidance was required.McDonalds must not forget vegetarians. They must include more items in its product line (Variety). were difficult to presume.I took was large and not more because of the time limitation to some extent and also being an outsider-people here in Dubai are a little hesitant to share their views. Co-operations on the part of informants. No interviews with the company personnel. They should focus more on their promotional strategies like advertising etc.2 RECOMMENDATIONS McDonald should maintain consistency in the taste and quality of products. whether the operational or managerial levels were conducted. Scope of the project is limited in the sense that only McDonalds has been taken for consumer research. Come up with new offers every time growing health trends among consumers. 5. So the suggestions or arguments given in the report may not hold true for other locations in Dubai. Questionnaire method involves some uncertainty of response. Bibliography: . An authentication letter was needed as at times the passengers asked for an authority letter to carry out such a research. For Presenting about McDonalds only secondary source of data was referred. in some cases. Include more promotional and advertising measures to increase its sales or to increase its market share.
org http://www.htm http://www.woopidoo.mcdonaldsarabia.html http://library.• • • • www.htm .thinkquest.wikipedia.com/biography/ray-kroc/index.com/index.php/en_ae/home-page.org/06aug/00934/Bibliography.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue listening from where you left off, or restart the preview.