A

PROJECT REPORT
ON
Customer satisfaction towards McDonalds
SUBMITTED FOR THE PARTIAL FULLFILLMENT OF THE
DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION
TO
INVERTIS UNIVERSITY, BAREILLY(UP)
SESSION 2014-2015
SUPERVISOR SUBMITTED BY
NAME OF PROJECT GUIDE NAME OF THE STUDENT
DESIGNATION ROLL NO!
INTRODUCTION
The MC Donalds story began in the U.S.A in 1!!
"ith a #an na#ed Ray $ro%. !& year old Ray $ro%
"as selling #il'sha'e #a%hines to #% Donald(s
brothers at their ta'e)a"ay o*tlet in Cali+ornia. Ray
"as +as%inated by the #% Donald brothers o,eration.
Ray as'ed the brothers abo*t their ,lans +or e-,ansion.
.e "as told that they "ere /*ite %ontent "ith the
s*%%ess that they had . At this ,oint Ray s*ggested
to the# that he "ill o,en ne" stores 0 in t*rn ,ay
the# +or the *se o+ their na#e 0 idea.
The idea "as a%%e,ted by the #% Donald brothers 0
th*s in the year 1!! the 1rst #% Donalds o*tlet
"as o,ened in Des 2laines 3 Illinois. Today "e ha4e
gro"n to be%o#e the "orlds largest +ood ser4i%e
retailer.
MC Donalds is the "orlds leading +ood ser4i%e
retailer "ith #ore than 563666 resta*rants in 11
%o*ntries ser4ing !6 #illion %*sto#ers ea%h day.
MC Donalds is also one o+ the t"o #ost
re%ogni7ed and ,o"er+*l brands in the other being
%o%a %ola3 only so+t drin' s*,,lier to #% Donalds.
A,,ro-i#ately 86 ,er%ent o+ #% Donalds
resta*rants "orld "ide are o"ned and o,erated by
inde,endent3 lo%al b*siness#en and "o#en.
In addition to the resta*rants 3 there are t"o ne"
b*siness #odels "ere la*n%hed in &669.
:RO;T. 0 D<=<>O2M<NT O? T.< COM2AN@ A
Until the year 1!! there "as 4ery little ,*blished
in+or#ation o+ the #ethod o+ ,re,aration and *se o+
these ,rod*%ts . The %redit +or the 1rst ,*bli%ation
on the s*bBe%t goes to Ray $ro%3 the 1rst dire%tor o+
?ood Resear%h. ;ithin a s,an o+ three to +o*r
de%ades sin%e Ray $ro% boo' arri4al 3 %onsiderable
resear%h had been %ond*%ted at the resear%h
instit*te and other ,la%es on indigeno*s #% Donalds
,rod*%es.
Sin%e then on the #% Donald %o#,any had
beg*n to gro" at a ra,id rate. There has been a
tre#endo*s eCort ,*t in the 4ario*s organi7ation to
ass*re good /*ality +ood to the ,eo,le.
Mar'eting is a so%ial and #anagerial ,ro%ess by
"hi%h indi4id*als and gro*,s obtain "hat they and
need thro*gh %reating 3 oCering and e-%hanging
,rod*%ts o+ 4al*e "ith others. A h*#an need is a
state o+ de,ri4ation o+ so#e basi% satis+a%tion ,eo,le
re/*ires3 s*%h as +ood3 %lothing3 shelter3 sa+ety
belonging 3 estee# et%. +or s*r4i4al.
They are not %reated by so%iety or by #ar'eters.
They e-ist in the 4ery te-t*re o+ h*#an biology and
the h*#an %ondition. De#ands are "ants +or s,e%i1%
,rod*%ts that are blo%'ed by an ability and
"illingness to b*y the#. ;ants be%a#e de#ands "hen
,*r%hasing ,o"er be%o#es the %onsideration. Many
,eo,le "ant Mer%edes3 b*t only a +e" are able and
"illing to b*y one.
Co#,anies #*st there+ore #eas*re not only ho"
#any ,eo,le noti%e their ,rod*%t b*t also #ore
i#,ortant ho" "o*ld a%t*ally be "illing and able to
b*y it.
Mar'eting #anage#ent is the ,ro%ess o+ ,lanning
and e-e%*ting the %on%e,t3 ,ri%ing ,ro#otion and
distrib*tion o+ ser4i%e and ideas to %reate e-%hange
"ith target gro*,s that satis+y %*sto#ers and
organi7ational obBe%ti4es. Mar'eting #anage#ent %an
o%%*rs in an organi7ation in %onne%tion "ith any o+
its #ar'et. Mar'eting "or's +or sales #anager
+or#ally %arryo*t the %*sto#er3 sales ,eo,le3
ad4ertising and ,ro#otion #anager #ar'eting
resear%hes3 %*sto#er ser4i%e #anagers3 ,rod*%t and
brand #anager3 et%.
Mar'eting #anage#ent has the tas' o+ inD*en%ing
the le4el 3 ti#ing and %o#,osition o+ the de#and in
a "ay that hel, the organi7ation a%hie4e its
obBe%ti4es. Mar'eting #anage#ent is essentially s*,,ly
and de#and #anage#ent.
T.<ORITICA> EAC$:ROUND O? T.< STUD@
Modern #ar'eting syste# e4ol4ed a+ter the 1rst
"orld "ar F119)11GH. There "as the ,roble# o+
the s*r,l*s and o4er ,rod*%tion as a+ter#ath o+ the
"ar. :ro"th o+ the organi7ation is %onsidered
ne%essary to #eet the gro"ing de#and o+ the
,eo,le. There "as the shi+t in e#,hasis +ro#
%o##odity to instit*tion to deal "ith the trade
sit*ation . Mar'eting "as %onsidered as a b*siness
a%ti4ity. ;ith the #ain #oti4e o+ the ,ro1t the "orld
de,ression bro*ght +ail*res.
Re%o4ery #eas*res to boost trade and %o##er%e
"ere introd*%ed by the %o*ntries . The +ast raising
e4ents and the s*bse/*ent gro"th in the e%ono#i%
de4elo,#ent o+ the %o*ntry and %hange in the
,hiloso,hy o+ #ar'eting %on%e,t bro*ght abo*t
%hange in the ,rod*%tion and distrib*tion o+ goods.
The later hal+ o+ the &6
th
%ent*ry %hanges in the
attrib*tes a#ong ,ro%ed*res and in s*%%ess.
Mar'eting is not %onsidered as b*siness b*t also
s,e%ial ,heno#ena *nder the so%ial %on%e,t o+
#ar'eting the #an*+a%t*rer and to, b*siness
e-e%*ti4es ,ra%ti%e the ,hiloso,hy o+ %*sto#er
satis+a%tion and so%ial good. I+ %o*ld be said to,
e-e%*ti4es s,end less ti#e on ,ro1t #a-i#i7ation
b*t ti#e to %reate +or their %o##odities.
Mar'eting has been a 4ital +*n%tion to the
+*l1ll#ent o+ the b*siness obBe%ti4es and %ons*#er
oriented te%hni/*es are ado,ted to s*it the so%io I
e%ono#i% need o+ the %o*ntry. Mar'eting +*n%tion3
"hi%h 1rst +o%*sed attention on %o##odities later on
instr*%tions to %arry o*t #ar'eting ,ro%ess 3 has
e4en so%ial ser4i%es. The #odern a,,roa%h to
#ar'eting is #anage#ent oriented re,resenting
,ro+essionali7ation in e-%hange relationshi,.
Mar'etingA
Many ,eo,le thin' #ar'eting only as selling
ad4ertising and no "onder e4ery day "e are
bo#barded "ith tele4ision %o##er%ial3 ne"s,a,er
adds3 dire%t #ail and sales %alls. So#eone is al"ays
trying to sell *s so#ething. It see#s that "e %ant
es%a,e death3 ta-es or selling.
There o+ yo* #ay be s*r,rised to learn that
selling and ad4ertising is only the ti,s o+ the
#ar'eting i%eberg. Altho*gh they are i#,ortant they
are only are only t"o o+ #any #ar'eting +*n%tions
and o+ten not the #ost i#,ortant ones. Today
#ar'eting #*st be *nderstood not the %old sin%e o+
#ar'ing a sale telling and selling b*t the ne" sin%e
o+ satis+ying %ons*#er needs. I+ the ,ro4ide s*,erior
4al*e and ,ri%es3 distrib*tes and ,ro#otes the#
eCe%ti4ely3 these ,rod*%ts "ill sell 4ery easily.
<4eryone 'no"s so#ething abo*t J.ot ,rod*%ts.
;hen Sony designed ;al'#an3 "hen Nintendo 1rst
oCered its i#,ro4ed 4ideo ga#e %onsole and "hen
?ord introd*%ed its ne" #odel3 these #an*+a%t*res
"ere s"a#,ed "ith order. They had designed the
Jright ,rod*%ts not the too ,rod*%ts b*t ones
oCering ne" bene1ts. 2eter D*%'er3 a leading
#anage#ent thin'er has ,*t in this "ay. The ai# 'no"
and *nderstand the %ons*#er so "ell that the
,rod*%t or ser4i%e 1ts and sells itsel+.
This selling and ad4ertising are only ,arts o+
longer JMar'eting Mi- a%t o+ #ar'eting tools that
together to aCe%t the #ar'et ,la%e . ;e de1ne
#ar'eting J As a so%ial and #anagerial ,ro%ess by
"hi%h indi4id*al and gro*, obtain "hat they need
and "ant tho*ght %reating and e-%hanging ,rod*%ts
and 4al*e "ith others.
2rod*%tA
2rod*%t hel, in satis+ying h*#an "ants and needs. A
,rod*%t %an be broadly de1ned as anything that %an
be oCered to so#ething to satis+y a need or "ant.
A ,rod*%ts %o#,rises o+ both ,hysi%al obBe%t and
ser4i%es. I+ there is need o+ 4ehi%le +or ,ro4iding
so#e ser4i%e "hi%h satis1es a need or a "ant.
Mar'etA
A #ar'et %onsist o+ all the ,otential
%ons*#er sho"ing a ,arti%*lar need or "ants "ho
#ight be "illing and able to engage in e-%hange to
satis+y that need or "ant. Th*s the si7e o+ the
#ar'et de,ends *,on o+ ,ersons "ho e-hibit the
need ha4e reso*r%es that interest other and are
"illing these reso*r%es in e-%hange +or "hat they
"ant.
The 4ario*s ty,e o+ #ar'et areA
1. The need #ar'et Fs*%h as dire%t see'ing #ar'etH
&. 2rod*%t #ar'et Fs*%h as shore #ar'etH
5. De#ogra,hi%al #ar'et Fs*%h as @o*th #ar'etH
9. :eogra,hi% #ar'et Fs*%h as ?ren%h #ar'etH
Mar'eting Manage#ent A
Mar'eting Manage#ent is a ,ro%ess o+ ,lanning
and e-e%*ting the %on%e,tion3 ,ri%ing3 ,ro#otion3
distrib*tion o+ idea3 goods and ser4i%es to %reate
e-%hange that satis1es indi4id*al and organi7ational
obBe%ti4es.
A%%ording to J 2hili, $otler 4ie"s #ar'eting is a
so%ial "ant #anagerial ,ro%ess by "hi%h indi4id*al
and obtained "hat they need and "hat they "ant
thro*gh %reating and e-%hanging ,rod*%ts and
4al*e "ith others. Mar'eting eCort %all +or
%ontra%ting eCorts o+ ho#e "or's and "ell)
e/*i,,ed s'ills.
;e de1ned #ar'eting #anage#ent a the
analysis3 ,lanning3 i#,le#entation and %ontrol o+
,rogra# design to %reate3 b*ilt and #aintain
bene1%ial e-%hanges "ith target b*yers +or the
,*r,ose o+ a%hie4ing organi7ation obBe%ti4es. Th*s
#ar'eting #anage#ent in4ol4es #anaging "hi%h
intern in4ol4es #anaging %*sto#er relationshi,.
Mar'eting #anage#ent %an o%%*r in an
organi7ation in %onne%tion "ith any o+ its #ar'et3
%onsider an a*to#obile #an*+a%t*res. The 4i%e
,resident o+ the ,ersonnel deals in lab o*r #ar'et3
the 4i%e ,resident o+ ,*r%hasing the ne" #aterial
#ar'et and the 4i%e ,resident o+ 1nan%e and the
#oney #ar'et3 th*s they #*st set obBe%ti4es and
de4elo, strategies +or a%hie4ing satis+a%tory res*lt
in these #ar'ets.
Mar'eting "or' in the %*sto#er #ar'et is
+or#ally %arried o*t sales #anager3 ad4ertising and
,ro#otion #anager3 #ar'eting resear%hes %*sto#er
ser4i%e #anager3 ,rod*%t #anager3 #ar'et
#anagers and #ar'eting 4i%e ,resident. <a%h Bob
%arries "ell)de1ned res,onsibilities and tas's. Their Bob
is to "ith target #ar'ets.
The ,o,*lar i#age o+ the #ar'eting #anager
is so#eone "ho tas' ,ri#arily is to sti#*late
de#ands +or the %o#,anys ,rod*%ts. This 4ie" is
too li#ited.
Mar'eting #anage#ent has the tas' o+
inD*en%ing the le4el3 ti#ing and %o#,osition o+ the
de#and in a "ay "hat "ill hel, the organi7ation
to a%hie4e targets and obBe%ti4es and #ar'eting
#anage#ent is essential de#and #anage#ent.
Mar'eting #anage#ent %o,e "ith this tas' o+
%arrying o*t #ar'et resear%h ,lanning #ar'et #*st
#a'e de%ision and target #ar'ets 3 #ar'et
,ositioning3 ,rod*%t de4elo,#ent ,ri%ing 3 %hannel o+
distrib*tion %o##*ni%ation and ,ro#otion.
CUSTOM<R SATIS?ACTIONA
Satis+a%tion is +elling o+ ,leas*re or
disa,,oint#ent res*lting +ro# %o#,aring a ,rod*%ts
,er%ei4ed ,er+or#an%e in relation to hisor her
e-,e%tations. At this de1nition #a'es e-,e%tations
are the ,er+or#an%e +alls shorts o+ e-,e%tations3
the %*sto#er is satis1ed. I+ the ,er+or#an%e
e-%eeds e-,e%tations3 the %*sto#er is highly
satis1ed or delighted.
Many %o#,anies are ai#ing+or high satis+a%tion
be%a*se better oCer %o#es along. Those "ho are
highly satis1ed are #*%h less ready to s"it%h.
.igh satis+a%tion or delight %reates
To ,ro4ide %*sto#er satis+a%tion3 1rst %o#,any
sho*ld 'no" e-,e%tation o+ the %*sto#er +ro#
%o#,any. Ey this %o#,any %an ,ro,er in+or#ation
and ser4i%e to %*sto#er that gi4es %*sto#er
satis+a%tion.
A %o#,any #a'es #oney by satis+ying
%*sto#er needs better than its %o#,etitors. The
'ey %o#,any tas' is there+ore to attra%t and
retain %*sto#er. C*sto#er are attra%ted to
%o#,etiti4ely s*,erior oCers and retained thro*gh
satis+a%tion.
The %o#,any sho*ld +o%*s on %*sto#er and
sho*ld be res,onding eCe%ti4ely to the %hanging
%*sto#er needs. The #ar'eting de,art#ent sho*ld
"ell)staCed and all there other de,art#ents li'e
#an*+a%t*ring3 1nan%e3 resear%h and de4elo,#ent3
,ersonnel3 ,*r%hasing also sho*ld a%%e,t that
CUSTOM<R IS $IN:.
In %o#,anies a %hange in %*sto#er is an
e-%ellent leading indi%ator o+ %hanging in re4en*e
and 1nan%ial ,er+or#an%e. Ee%a*se %*sto#er %an
not al"ays i##ediately s"it%h to alternati4e
sol*tions3 %*sto#er dis)satis+a%tion o+ten ,ro%eeds
%*sto#er e-ist and relation in sales and
,ro1tability. Those +or #any b*siness /*atrain
#eas*res o+ the %*sto#ers satis+a%tion ,ro4ide an
e-%ellent leading indi%ator o+ +*t*re ,er+or#an%e.
OBJECTIVE OF THE PROJECT
To 'no" abo*t +ast +ood ind*stry in India
To 'no" abo*t M%donald and its ,rod*%ts
To 'no" %*sto#er ,re+eren%es to"ards ,rod*%t o+
#a%donalds
RER!RCH METHODO"O#$
STAT<M<NT O? T.< 2ROE><M
Mar'eting any ,rod*%t in todays %o#,etiti4e #ar'et is
a tedio*s and to*gh tas'. Mar'eting o+ #il' is no this.
No" a days ne" %o#,anies are e#erging in the
#il' ind*stry 3
So the %o#,etitions a#ong these %o#,anies tend
to be #ore %o#,li%ated. .en%e the ne%essary o+
in+or#ation be%o#es #ore essential +or the
%o#,anies de%ision #a'ing to %o,e "ith #ar'et
%hanges.
To +ra#e eCe%ti4e #ar'eting strategies the
$OMU> sho*ld ha4e better 'no"ledge o+ the
en4iron#ent3 sin%e the %ons*#er satis+a%tion ,lays
a 4ital role in the #ar'eting. This ,arti%*lar st*dy
is organi7ed to e-,lore the sa#e.
%eed for t&e stud'
Mar'eting resear%h is 4ersatile tool that hel,s
the #anage#ent in #a'ing better #ar'eting
de%isions. Mar'eting resear%h ,ro4ides in+or#ation
s*%h as ,resent #ar'et %onditions and %*sto#er
de#and. ?ro# the st*dy "e %an gi4e o4erall idea
abo*t e-isting sit*ation. Mar'eting resear%h hel,s
de4elo,#ent o+ a,,ro,riate #ar'eting #i-. Also the
need +or the st*dy is #ainly be%a*se there are
%o#,etitors essential to 1nd o*t #ethods by "hi%h
"e %an s%ore o4er the#.
Their ,riorities regarding ,ri%e3 /*ality et%. there is
also need to 1nd o*t satis+a%tion le4el o+ %ons*#er.
SCO2< O? T.< STUD@
This st*dy +o%*s on ho" and "hy %ons*#er #a'e
de%isions
On ,rod*%ts. Cons*#er beha4ior and resear%h goes
beyond the de%isions %ons*#er #a'e abo*t ,rod*%ts
they b*y and their s*bse/*ent e4al*ations o+ this
,rod*%t.
A %ons*#ers dissatis+a%tion "ith their %hoi%e o+ any
,rod*%t
#ay d*e #any reasons3 ,oor /*ality3 "hi%h "o*ld
aCe%t the inD*en%e o+ an e-isting %ons*#er to"ards
,otential %ons*#ers.
Dissatis+a%tion signi1%ant +or #il' ,rod*%er "ho
"ants to in%l*de ,ost ,*r%hase strategies into their
,ro#otional %a#,aign. In an atte#,t to a%hie4e
this3 a st*dy has been ta'en +o%*sing on the
beha4ior o+ the %ons*#ers.
MAR$<TIN: R<S<ARC. K
The syste#ati% design3 %olle%tion analysis and
re,ort o+ the data and 1nding rele4an%e to a
s,e%i1% #ar'eting +a%ing the %o#,any.
A%%ording to A#eri%an #ar'eting asso%iation
#ar'eting resear%h %an be de1ned as JThe
syste#ati% gathering re%ording and analysis o+ data
abo*t ,roble#s relating to the #ar'eting o+ goods
and ser4i%es. A%t*ally the #ar'et is a set o+
a%t*al and ,otential b*yers o+ a ,rod*%ts. This
#ar'et is o+ ris's and o,,ort*nities be%a*se the
e-ternal en4iron#ent is dyna#i% and %onstantly
%hanging. Mar'eting resear%h is a tool or a
te%hni/*e thro*gh "hi%h "e try to 1nd o*t
e-isting ris's and o,,ort*nities. A hastily started
4ent*re %an t*rn to be a +ail*re. Th*s be+ore
la*n%hing any ,rod*%t it is ne%essary to *nderstand
the #ar'et3 target %ons*#ers3 their needs and
"ants and 1nd o*t a%t*al ,otential o+ the #ar'et
i.e. 1nding o*t "hether the need o+ a ,otential
,rod*%t is ,resent or not. Th*s #ar'eting resear%h
is indis,ensable +or 1nding o*t the ,otential o+
the #ar'et in these si#,le seg#ents.
ST<2S O? MAR$<TIN: R<S<ARC.
Resear%h obBe%ti4es
Identi+ying the data so*r%es
De4elo,ing the resear%h designLresear%h ,lan
Sa#,le design
2re,aration o+ /*estionnaire
Colle%tion o+ data
Analysis and inter,retation o+ data
2resentation o+ data
R<S<ARC. D<SI:NK
A resear%h is the basi% ,lan3 "hi%h g*ides
the data %olle%tion and analysis ,hases o+ the
resear%h ,roBe%t. It is the +ra#e "or'3 "hi%h
s,e%i1es the ty,es o+ in+or#ation to be
%olle%ted the so*r%e o+ data and the %olle%tion
,ro%ed*re.
A good %olle%tion ,ro%ed*re "ill #a'e s*re
that the in+or#ation gather is %onsistent "ith
the st*dy adBe%ti4es and that the data
%olle%ted by a%%*rate and e%ono#i%
,ro%ed*res.
The obBe%ti4es o+ resear%h design ,roBe%t
logi%ally deter#ine the %hara%teristi%s desired
in the resear%h design. A lot o+ things and a
+air a#o*nt o+ s,ade"or' are re/*ired i+ a
resear%h design has to ser4e "ell3 +or the
diCerent as,e%ts o+ the ,roBe%t ha4e to be
%onsidered and the "or'ing ,lans and
s%hed*les ,re,ared.
ST<2S IN R<S<ARC. 2ROC<SS
<stablished need +or in+or#ation
S,e%i+y resear%h obBe%ti4es and in+or#ation
needs
Deter#ine resear%h design and so*r%e o+
data
De4elo, data %olle%tion ,ro%ed*re
Design sa#,le
Colle%t data
2ro%ess data
Analy7e data
2resent resear%h res*lt
!MP"E DEI#%
A sa#,le design is a de1nite ,lan +or
obtaining a sa#,le +ro# a gi4en ,o,*lation.
It re+ers to the te%hni/*e or the ,ro%ed*re
the resear%h "o*ld ado,t in sele%ting ite#s
+or the sa#,le. The sa#,le design #ay "ell
lay do"n the n*#ber o+ ite#s to be in%l*ded
in the sa#,lei.e. sa#,le si7e o+ the sa#,le.
Sa#,le si7e is deter#ined
Sa#,le ,lan hel, toA
)Test a statisti%al hy,othesis relating to a
,o,*lation.
)Ma'e an in +or%e abo*t *n'no"n ,ara#eters +ro#
a #eas*rable sa#,le.
Sa#,le #ethodA
Sa#,le dra"s an in+eren%e abo*t ,o,*lation.
The 4al*es obtain +ro# the st*dy o+ sa#,les or
%olle%tion ,ara#eters.
Methods o+ sa#,lingK
The 4ario*s #ethods o+ sa#,ling design %an be
gro*nd as *nderA
1.Rando#sa#,ling#ethod
Si#,le Rando# sa#,ling
Strati1ed sa#,ling
Syste#ati% sa#,ling
M*lti)stage sa#,ling
&. Non Rando# sa#,ling #ethods
M*dg#ent sa#,ling
N*ota sa#,ling
Con4enien%e sa#,le
Sa#,ling te%hni/*e ado,tedK
In this resear%h the sa#,le has been sele%ted as
rando# sa#,ling . Si#,le rando# sa#,ling is also
'no"n as ,robability sa#,ling. Under this sa#,ling
design3 e4ery ite# o+ the *ni4erse has an e/*al
%han%e o+ in%l*sion in the sa#,le. Rando# sa#,ling
ens*res the la" o+ statisti%al deliberate that states
that i+ %hara%teristi%s o+ the *ni4erse. This is the
reason "hy rando# sa#,ling is %onsidered the best
te%hni/*e o+ sele%ting a re,resentati4e sa#,le.
So*r%es o+ dataK
Colle%tion o+ +a%ts and 1g*res abo*t a ,heno#enon
is one o+ b*siness3 #anage#ent e%ono#i% or
nat*ral s%ien%es. Colle%tion o+ data re+ers to
syste#ati% re%ording o+ res*lts either by %o*nting or
by en*#eration. The entire str*%t*re o+ statisti%al
analysis +or any en/*iry is based on syste#ati%
%olle%tion o+ data. Eroadly s,ea'ing there are ty,es o+
data.
2ri#ary data
Se%ondary data
Se%ondary data %onsist o+ in+or#ation that
already %onsistsK so#e "ere ha4ing been
%olle%ted +or another ,*r,ose.
Primar' data(
A #i- o+ /*estionnaire and dire%t inter4ie"
#ethod "as *sed as tool +or gathering ,ri#ary
data.
It is the data3 "hi%h is %olle%ted at the ti#e
by in4estigation to ser4e a ,arti%*lar ,*r,ose.
S*%h a data is o+ original nat*re. The so*r%e +ro#
"here the data %an be %olle%ted is 'no"n as
,ri#ary so*r%e. 2ri#ary data %an be %olle%ted by
one o+ the +ollo"ing #ethods.
Dire%t ,ersonal inter4ie"
Indire%t ,ersonal inter4ie"
Mailed /*estionnaire #ethod
S%hed*le sent thro*gh en*#erators
Ad4antages o+ ,ri#ary dataK
2ro4ides highly a%%*rate and reliable data
It #a'es a4ailable to in4estigators s*,,le#entary
in+or#ation3 "hi%h hel,s in the inter,retation o+
res*lts.
Distin%tion bet"een ,ri#ary data and se%ondary
data
2ri#ary data is original in nat*re "here as
se%ondary data is +ro# o+ %o#,ilation o+ e-isting
or already ,*blished data.
The %olle%tion o+ ,ri#ary data in4ol4es h*ge
reso*r%es in ter#s o+ #oney and ti#e "here as
se%ondary data is relati4ely less %ost.
$ee,ing in #ind ,*r,ose +or "hi%h it is %olle%ted
"here a se%ondary data #ay or #ay not s*it
the ,*r,ose *s*ally %olle%ts ,ri#ary data.
2ri#ary data #ay be *sed3 as it is "here as
se%ondary re/*ires lots o+ %are.
A good /*estionnaire sho*ld #a'e it easy to
obtain the ne%essary in+or#ation +ro# the
res,ondents.
It sho*ld ta'e into a%%o*nt the in inD*en%e3
"hi%h is o"n "ording #ight ha4e *,on the
re,lies o+ the res,ondents.
Sa#,lesi7eK
Sa#,le si7eK
To 1nd b*rgers brand re%all rate the total
n*#ber to ,ersons to be %o4ered "as !6
res,ondents.
Sa#,le ,ro%ed*reK
.o" sho*ld be the res,ondents being %hosenO The
obBe%t o+ sa#,ling to %hoose a sa#,le "hi%h "ill
+aith+*lly the %hara%teristi%s o+ the ,o,*lation3 ,resent
,robability sa#,ling is *sed "hi%h in%l*des strati1ed
rando# sa#,ling.
A rando# sa#,le is one "here the ,o,*lation is
di4ided into #*t*ally e-%l*si4e and #*t*ally
e-ha*sti4e strata or s*b)gro*,s. Th*s h*#an
,o,*lation is di4ided in to diCerent strata on the
basis o+ se-3 age gro*,3 o%%*,ation3 ed*%ation and
regions. It #ay be noted that satis+a%tion does not
#ean absen%e o+ rando# sa#,le is %hosen "ith on
ea%h s,e%tra o+ ,o,*lation. The ,resent ,roBe%t
%onsists o+ 9 strata i.e. ;or'ing #en3 teenagers older
and general ,eo,le or ,*bli%.
2lan o+ analysisK
A+ter the %olle%tion o+ data the ra" data "as
then analy7edusing percentages wherever necessary
and presented in the format tables and graphs.
S*ggestions and strategies ha4e been ,*t +or"ard
on the basis o+ 1ndings o+ the s*r4ey.
>i#itationK
I ha4e tried #y best to #a'e this re,ort +ree
+ro# any sort o+ errors ho"e4er3 these "ere %ertain
things "hi%h %o*ld not be a4oided. The ,roble#s that
I had %a,e "ith in the %o*rse o+ this ,roBe%t areK
Ti#e K The ,eriod o+ ti#e a4ailable +or
%o#,leting this ,roBe%t +or%ed #e to li#it #y
area o+ st*dy. Ee%a*se o+ this3 I "as not able
to ta'e a sa#,le si7e that "o*ld ha4e added
#ore 4al*e to the %on%l*sions dra"n by
#eP..
So#e res,ondents sho" *n"illingness to 1ll the
/*estionnaires.
So#e res,ondents ga4e t"o ,re+er instead o+
ta'ing one o,tion. There+ore the ti#e o+
analysis3 the a%t*al res*lt "ere aCe%ted.
So#e res,ondents "ere ne" %ons*#ers3 so they
not ans"er all the /*estions a%%*rately.
Co#,any ,ro1le
Na#e o+ the %o#,any K #% Donalds ,ri4ate li#ited
;eb address K """.#%donalds.%o#
@ear o+ establish#ent K 1!!
<#,loyees K More than 153666
Main dealings K E*rgers and drin's3 #il'sha'es.
Managing dire%tor K A#it Batia
.istory
Ea%'gro*ndK
.O; IT A>> E<:AN
The M%Donalds story began in the USA in
1!! "ith a #an na#ed Ray $ro%. !& years old Ray
$ro% "as selling #il'sha'e to M%Donalds brothers at
their ta'e)a"ay o*tlet in Cali+ornia. Ray "as +as%inated
by the M%Donalds brothers o,eration.
Ray as'ed the brothers abo*t their ,lans +or
e-,ansion. .e "as told that they "ere /*ite %ontent "ith
the s*%%ess that they had. At this ,oint Ray s*ggested to
the# that he "ill o,en ne" stores and in t*rn ,ay the#
+or the *se o+ their na#e and idea.
The idea "as a%%e,ted by the M%Donald brothers
and th*s in the year 1!! the 1rst M%Donalds o*tlet
"as o,ened in Des 2laines3 Illinois. Today "e ha4e gro"n
to be%o#e the "orlds largest +ood ser4i%e retailer.
Abo*t M%Donalds
M%Donalds is the "orlds leading +ood ser4i%e
retailer "ith #ore than 563666 resta*rants in 11
%o*ntries ser4ing !6 #illion %*sto#ers ea%h day.
M%Donalds is also one o+ the t"o #ost
re%ogni7ed and ,o"er+*l brands in the "orld the
other being Co%a Cola3 the only so+t drin' s*,,lier to
M%Donalds.
A,,ro-i#ate 86 ,er%ent o+ M%Donalds resta*rants
"orld"ide are o"ned and o,erated by inde,endent3
lo%al b*siness#en and "o#en.
M%Donalds #ission
M%Donalds #ission is To be o*r %*sto#ers +a4orite
,la%e and "ay to eat there are ! %riti%al s*%%ess +a%tors
"hi%h hel, in a%hie4ing o*r Erand #ission.
M%Donalds #ission is to be o*r %*sto#ers +a4orite
,la%e and "ay to eat.
2eo,leK
O*r "ell trained ,eo,le ,ro*dly ,ro4ide +ast and
+riendly ser4i%e "ith a s#ile that delights o*r
%*sto#ers.
2rod*%tK
;e ser4e +ood and be4erages ,eo,le ,re+er to enBoy
reg*larly.
2la%eK
O*r resta*rant and Dri4e)thr* "indo"s are %lean3
rele4ant and in4iting to the %*sto#er o+ today and
to#orro".
2ri%eK
;e are the #ost eQ%ient ,ro4ider as "e gi4en best
4al*e to #ost ,eo,le.
2ro#otionK
All o*r #ar'eting and %o##*ni%ations are rele4ant to
o*r %*sto#ers and %onsistent "ith o*r brand.
=al*esK
.onesty
Dis%i,line
N*ality
.ard "or'
Neatness
M*t*al Tr*st 0 Eelie+
Trans,aren%y
Co)o,eration 0 Tea# ;or'
MCDONA>DS =A>U<S
;e as,ire to be o*r %*sto#ers +a4orite ,la%e and
"ay to eat.
To a%hie4e this #ission3 o*r a%tions as indi4id*als
and as a syste#3 #*st reDe%t o*r 4al*es.
These 4al*es are gi4en in the boo'.
The
MCDONA>DS
;ay
Mo4e +or"ard
?o%*s on "hat is best +or the syste#
Contrib*tions
Re%ogni7e indi4id*al and tea# a%hie4e#ents
De4elo,
Integrity and tr*st
O,en %o##*ni%ation
Con+ront and resol4e ,roble#s
No losers ;in
Ai# +or ;in "in sit*ation
A%ti4ely listen
A%t the "ay yo* tal'
>e4erage di4ersity
Debate +or the bene1t o+ the syste# and %*sto#ers
Deli4er
All %o##it#ents
S*,,ort
De%isions 166R
ObBe%ti4es o+ M%Donalds
M%Donalds re/*ired standards o+ %ond*%t or 4iolated a
,oli%yL ,ro%ed*re. The e#,loyee "ill be gi4en an
o,,ort*nity to state his or her %ase.
;ill+*l ins*bordination or disobedien%e3 "hether or
not in %o#bination "ith another3 o+ any la"+*l and
reasonable order o+ s*,eriorK
:oing on an illegal stri'e or abetting3 in%iting3
instigating or a%tion +*rtheran%eK
;ill+*l slo"ing do"n in ,er+or#an%e o+ "or'3 or
instigation thereo+K
Ta'ing or gi4ing bribes or any illegal grati1%ationK
.abit*al negle%t o+ "or'3 or gross or habit*al
negligen%eK
Co##ission o+ any a%t s*b4ersi4e o+ dis%i,line or
good beha4ior on the ,re#ises o+ the establish#entK
:a#bling "ithin the ,re#ises o+ the establish#entK
Una*thori7ed ,ossession o+ any lethal "ea,on3 dr*gs
and al%ohol in the establish#ent.
Co#,any at glan%e
1 Na#e M%Donalds
& @ear o+
establish#ent
1!!
5 Area o+ o,eration ?ast +ood %hain
9 N*#ber o+
bran%hes
&G
! >o%ation $arnata'a
S C*sto#ers More than !666 ,er
day
8 <#,loyees More than 1!66
G Managing dire%tor A#it Batia
Main dealings Done by s*,,ly
%hain
16 Motto N*i%' ser4i%e
resta*rant
11 Trade #ar'
1& Registered oQ%e M*#bai
15 Erand na#e M%Donalds
2rod*%t ,ro1le
The ,rod*%ts #ar'eted by M%Donalds areK
=eg b*rger
Non)4eg b*rger
Drin's
Mil'sha'es
I%e%rea#
2aneer salsa "ra,
M% Chi%'en "ra,
Chi%'en MaharaBa Ma%
?ilet)1sh
?ries
2rod*%ts o+ M%Donald
=eg b*rgerK ?resh and ,*re 4eg b*rger. It "ill
#ade +ro# ,*re 4egetarian "ith ,*re b*ns. Eetter to
had "ithin 5 #in*tes.
Non)4eg b*rgerK Thisnon)4eg b*rger is ,re,ared
%hi%'en "ith 4eg sa*%es it "as 4ery tasty +or had.
Mil'sha'eKthis #il'sha'e is ,re,are +ro# ,*re
#il'. Eetter to be drin' "ithin in ho*rs.
?riesK this +ries is ,re,ared +ro# ,*re and +resh
,otato. Eetter to had "ith in a #in*te.
?ilet)1shK this 1let)1sh "as ,re,ared +ro# 1sh 0
b*n "ith 4eg sa*%e. Ser4ing "ith good bo- ra,,er.
Eetter to had "ith in a #in*tes.
Chi%'en #aharaBa #a%K%hi%'en #aharaBa #a%
"as ,re,ared in b*ns 0 %hi%'en "ith 4eg ite# 0
to#ato. This also better to had "ith in a #in*tes.
O4erall 4ie" o+ entire ,rod*%ts
2rod*%ts at M%Donalds
Meal #en* o+ M%Donalds
"ITER!T)RE REVIE*
+en,- . et al. /%ei0&1or&ood Racial Com2osition- %ei0&1or&ood
Po3ert' and t&e 2atial !ccessi1ilit' of Fast Food tores in
Metro2olitan Detroit4. !merican Journal of Pu1lic 567789( :85;9.
!1stractA Residential en4iron#ent is %learly related to health3 s,e%i1%ally
dietary health. In +a%t3 #any o+ the #ost serio*s %hroni% illnesses in the
United States are asso%iated "ith dietary de1%ien%ies. 2ro,er a%%ess to
n*tritio*s +oods is essential to de%reasing dietary related %hroni% illness.
S*,er#ar'ets ,ro4ide dietary health reso*r%es thro*gh higher /*ality and
lo"er %osts o+ n*tritio*s +oods. This st*dy e-a#ines the s,atial a%%essibility
o+ s*,er#ar'ets +or GS neighborhoods "ithin Metro,olitan Detroit "ith
relation to %o##*nity(s ,o4erty and ra%ial %o#,osition. The ,er%entage o+
residents belo" the ,o4erty line ser4es as the #eas*re o+ neighborhood
,o4erty +or the st*dy. S*,er#ar'ets are de1ned as either a S*,er%enter s*%h
as S*,er $#art or a +*ll)line gro%ery store asso%iated "ith a national or
regional gro%ery %hain s*%h as $roger. S,atial a%%essibility is e/*i4alent to a
Manhattan blo%'. The st*dy +o*nd that the distan%e to the nearest
S*,er#ar'et in%reased "ith in%reasing le4els o+ neighborhood ,o4erty. ;hile
the distan%e to the nearest S*,er#ar'et "as si#ilar a#ong the #ost
i#,o4erished neighborhoods3 A+ri%an A#eri%an %o##*nities a4eraged 1.1
#ile greater distan%e to the nearest s*,er#ar'et than ,redo#inantly "hite
neighborhoods.
Rele3ant Data<
>iterat*re no" asso%iates residen%e in e%ono#i%ally disad4antaged
neighborhoods3 a+ter %ontrolling +or so%ioe%ono#i% stat*s3 "ith a 4ariety o+
ad4erse diet)related health o*t%o#es.
Dis,arities in S*,er#ar'et a%%essibility on the basis o+ ra%e "ere e4ident
a#ong the #ost i#,o4erished neighborhoodsA the #ost i#,o4erished
neighborhoods3 in "hi%h A+ri%an)A#eri%ans resided3 "ere on a4erage "ere
1.1 #iles +arther +ro# the nearest s*,er#ar'et than the #ost i#,o4erished
"hite neighborhoods.
Mean distan%e to the nearest s*,er#ar'et in%reased "ith ea%h s*%%essi4e
tertile o+ ,er%entage ,oor +or neighborhoods "ith a high ,ro,ortion o+ A+ri%an
A#eri%ans b*t re#ained a,,ro-i#ately the sa#e a%ross all tertiles o+
,er%entage ,oor +or neighborhoods "ith a lo" ,ro,ortion o+ A+ri%an
A#eri%ans F,redo#inantly "hiteH .
Inade/*ate a%%essibility to s*,er#ar'ets #ay %ontrib*te to less n*tritio*s
diets and hen%e to greater ris' +or %hroni% diet related disease.
ACordable ,*bli% trans,ortation needs to be i#,ro4ed integrating
trans,ortation ro*tes "ith s*,er#ar'et lo%ations .
Powell- "isa M. et al. /Food store a3aila1ilit' and nei0&1or&ood
c&aracteristics in t&e )nited tates4. !merican lifest'le5677= Mar9(
;;5>9<?@:A?:8.
!1stract< A &66S st*dy o+ the United States lin'ed 7i, %odes to %ens*s data3
1nding 4ario*s statisti%s abo*t the a4ailability o+ gro%ery stores in
a%%ordan%e to neighborhood des%ri,tions and de#ogra,hi%s. There are
distin%t dis,arities bet"een the a%%ess o+ bla%'s3 "hites and .is,ani%s to
s*,er#ar'ets3 "ith a de1nite %orrelation in lo%ation3 so%ioe%ono#i% stat*s3
and ra%e.
Rele3ant DataA
>o")in%o#e neighborhoods ha4e +e"er %hain s*,er#ar'ets "ith only 8!R F,
T 6.61H o+ that a4ailable in #iddle)in%o#e neighborhoods .
<4en a+ter %ontrolling +or in%o#e and other %o4ariates3 the a4ailability o+
%hain s*,er#ar'ets in A+ri%an A#eri%an neighborhoods is only !&R F, T
6.61H o+ that in ;hite neighborhoods "ith e4en less relati4e a4ailability in
*rban areas .
.is,ani% neighborhoods ha4e only 5&R F, T 6.61H as #any %hain
s*,er#ar'ets %o#,ared to non).is,ani% neighborhoods.
>arger si7ed +ood stores s*%h as s*,er#ar'ets 4ers*s s#aller stores and
%hain 4ers*s non)%hain s*,er#ar'ets ha4e been sho"n to be #ore li'ely to
sto%' health+*l +oods and to oCer +oods at a lo"er %ost.
?*rther#ore3 gi4en that lo")in%o#e ,o,*lations are less li'ely to ha4e
,ri4ate #eans o+ trans,ortation and gi4en that the nat*re o+ +ood sho,,ing
in4ol4es either trans,orting #*lti,le sho,,ing bags or #a'ing #ore +re/*ent
sho,,ing tri,s3 the #obility strategies +or +ood sho,,ing a#ong lo")in%o#e
+a#ilies "ill e-a%erbate the barriers to a li#ited n*#ber o+ a4ailable lo%al
area s*,er#ar'ets3 in ,arti%*lar %hain s*,er#ar'ets. Indeed3 se4eral st*dies
ha4e highlighted the #obility %onstraints +a%ed by lo")in%o#e ho*seholds in
their daily a%ti4ities in%l*ding +ood sho,,ing .
!nal'sis and inter2retation
D"#" A$"%&'('
Q. Are you aware of McDonlads products?
Yes No
Q. Which McDonlads product do you consume?
McVeggie
McChicen
McAloo !ii
"ther #$lease specify%
Q. What factor influence you to &uy McDonlads products?
Quality
$rice
A'aila&ility
"ther
Q.(ow much do you spend McDonald products in a month?
)**+,** ,**+-***
-***.-,** More than -,**
Q.(ow often do you use McDonlads products?
Daily "nce in a wee
).. times in a wee / or more than / times
Q. What ind of media do you often search for product information of McDonlads?
!.V Newspaper
0eneral store Mag1ine
Q."'erall how much you are satisfied with McDonlads?
(ighly satisfied 2atisfied
Neutral Dissatisfied
(ighly dissatisfied
Q. Would you recommend McDonlads to others?
Yes No
?INDIN:S
In the %o*rse o+ this ,roBe%t3 I #et a n*#ber o+
,eo,leK I also got the %han%e to intera%t "ith so#e
o+ the ,eo,le "or'ing in the %o#,any and so#e
dealers. Eased on the data %olle%tion and e-,erien%e
in this ,eriod o+ t"o #onths I +o*nd the +ollo"ing
things.
1. MaBority o+ the res,ondents says ad4ertising and
,*bli%ity "as ne%essary +or #il' and ,re+erred
tele4ision is the #edia o+ ad4ertising +or #il'.
&. Most o+ the res,ondents are *sing #% Donalds +ood.
5. MaBority o+ the res,ondents are satis1ed "ith
,a%'aging o+ the #% Donald(s +ood.
9. :reat ,art o+ the res,ondent e-,ressed their
satis+a%tion to"ards the a4ailability o+ the #%
Donald(s +oods 0 drin's.
!. As ,er the res,ondents o,inion is 4ery good abo*t
#% Donald.
S. MaBority o+ the res,ondents are not a"are o+
diCerent 4ariants o+ #% Donald(s +oods 0 drin's.
<t%P
8. MaBority o+ the res,ondents are *sing #%
Donald(s +ood +or their good health.
G. Most o+ the res,ondents are +elt #% Donald
+oods 0 drin's is o*tstanding d*e to its hygiene
and /*ality.
. Most o+ the res,ondents are ,re+erred to b*y #%
Donald(s +ood 0 drin's at retail ant at door ste,.
16. MaBority o+ the res,ondents told that MC
DONA>D ser4i%e is satis1ed.
SU::<STIONS
A+ter st*dying 4ario*s areas in the %a*se o+
this ,roBe%t3 I "o*ld li'e to ,la%e +or"ard the
+ollo"ing s*ggestions.
A good %on4in%ing ad4ertise +ro# the %o#,any is
re/*ired. Irreg*lar ad4ertise#ent doesnt ha4e
any i#,a%t on the %*sto#ers. So MC DONA>D
sho*ld #a'e s*re that it ad4ertises at reg*lar
inter4al in #edia li'e the ne"s,a,ers and
tele4ision.
MC DONA>D has to %reate a"areness o+
diCerent 4ariants o+ +ood a#ong %ons*#ers.
Most o+ the res,ondents are *sing #% Donald(s
+ood d*e to its /*ality3 good ,a%'aging and
+reshness3 so it has to #aintain the sa#e
standards.
2a%'ing sho*ld be i#,ro4ed and +ood 0 drin'
sho*ld be ,ro,erly,rote%ted.
2ri%e sho*ld be reasonable so as to rea%hable
to all oQ%ials and ordinary ,eo,les.
Con%l*sion
MC Donald(s has "or'ing +ro# !S years in a"ay
that ha4e hel,ed it to be%o#e a generi% na#e.
.o"e4er3 #% Donald "ith its e-%ellent /*ality o+
,rod*%t has #ade an i#,a%t the ne" ,layer in this
resta*rant ha4e been +o*nding to *se a 4ery
diCerent a,,roa%h. They are trying %reate a brand
na#e +or the#sel4es in the re,la%e#ent #ar'et by
*sing aggressi4e ad4ertise#ent and sales ,ro#otion
te%hni/*es.
?ro# "hat I sa" in this 1 #onth I "o*ld say
that this resta*rant is *ndergoing a %hange and
s*r4i4e the %o#,etition it is 4ery i#,ortant +or
%o#,anies to %hange the "ay they #ar'et their
,rod*%ts. MC Donalds had a good %han%e. E*t3 ,ro,er
%are has to be ta'en to #aintain it.
To s*# *,3 I "o*ld say that the re/*ired %hange
is one that %annot be a%hie4ed instantly b*t the
%hange %an be introd*%ed grad*ally. Moreo4er 3
ad4ertise#ents and other a%ti4ities are o+ on *se i+
the ,rod*%t is not *, to that #ar'. ?or a %o#,any
li'e #% Donald(s ad4ertise#ent is se%ondary +a%tor
be%a*se #ost o+ the
retailers ,re+er their %*sto#ers "ill this brand
be%a*se they "ant their %*sto#er to be ha,,y. E*t
still the i#,ortant o+ ad4ertise#ent sho*ld not be
ignored . .o"e4er 3 there are %ertain areas "here #%
Donald need to tighten *,.
bibliogra,hy
EOO$ AUT.OR 2UE>IS.<R @<AR
O?
NAM< NAM<NAM< 2UE>ICATION
Cons*#er >eon : .i#alaya
S
th
<dition
Eeha4ior shi+t #an 0 ,*bli%ation
>oslie la7ar 'ano'
Mar'eting 2hili, 2earson
15
th
<dition
Manage#ent 'otler <d*%ation
;ebsitesK
""".#%donalds.%o#
""".abo*t#%donalds.%o#
B)ETIO%%!IRE
Na#e
:ender
Age
>o%ation
1. Are yo* a"are o+ M%Donlads ,rod*%tsO
a. @es
b. No
&. ;hi%h M%Donlads ,rod*%t do yo* %ons*#eO
a. M%=eggie
b. M%Chi%'en
%. M%Aloo Ti''i
d. Other F2lease s,e%i+yH
5. ;hat +a%tor inD*en%e yo* to b*y M%Donlads ,rod*%tsO
a. N*ality
b. 2ri%e
%. A4ailability
d. Other
9. .o" #*%h do yo* s,end M%Donald ,rod*%ts in a #onthO
a. &66)!66
b. !66)1666
%. 1666)1!66
d. More than 1!66
!. .o" o+ten do yo* *se M%Donlads ,rod*%tsO
a. Daily
b. On%e in a "ee'
%. &)5 ti#es in a "ee'
d. 9 or #ore than 9 ti#es
S. ;hat 'ind o+ #edia do yo* o+ten sear%h +or ,rod*%t in+or#ation o+
M%DonladsO
a. T.=
b. Ne"s,a,er
%. :eneral store
d. Mag7ine
8. O4erall ho" #*%h yo* are satis1ed "ith M%DonladsO
a. .ighly satis1ed
b. Satis1ed
%. Ne*tral
d. Dissatis1ed
e. .ighly dissatis1ed
G. ;o*ld yo* re%o##end M%Donlads to othersO
a. @es
b. No
. ;hat s*ggestions "o*ld yo* li'e to gi4e +or the i#,ro4e#ent o+ M%DonladsO
16.Are yo* satis1ed "ith #% Donalds "or'ing ho*rsO
Satis1ed
Not satis1ed
11.Does #% Donald(s dis,lay the +ood ratesO
@es
No