Market research

On

Mc Donalds

Submitted to:

Mr. M .V Kulkarni

Report by :

Shalu singh

Mallesh

Vikas nagvanshi

Bhaskar dabral

Gopal saklani

Dola sammader

Gaurav Prasad

Navneet joshi

Santosh

Jitendra

Abhishek gandotra

Introduction

McDonald's Corporation is the world's largest chain of FAST FOOD RESTAURANTS , serving nearly 58 million customers daily. It was started by two brothers Dick and Mac McDonald in San Bernardino, California in 1940. McDonald's restaurants are found in more than 119 countries and territories around the world and serve nearly 47 million customers each day. McDonald's operates over 31,000 restaurants worldwide, employing more than 1.5 million people. The company also operates other restaurant brands, such as Piles Café, and has a

minority stake in Prêt a Manger.

McDonald’s MISSION AND VISION: We serve people with good quality food, fast and at low cost. McDonald's vision is to dominate the global food-service industry. Global dominance means setting the performance standard for customer satisfaction and increases market share and profitability through successfully implementing our convenience, value and execution strategies.

CUSTOMERS: Customers are those who pay money to acquire an organization's goods or services. For many years McDonald's mostly targeted the young people, however this has changed in this decade; McDonald's has turned towards a more general market. By doing this McDonald's concentrates on the family, targeting a diverse market which includes consumers ranging from children to elderly people, using products such as the happy Meal for children and Egg Mc Muffin for the elderly. McDonald's also realized the changing world we live in and the need for healthier food, since there is an ever changing demographic group, who demand fast, top quality food that is low in calories. McDonald's responded to this opportunity and introduced a new and innovative product. This new product was a regular hamburger that tasted like the real thing but was made of plant material like Soya beans. This same product also targets another demographic group, vegetarians. McDonald's mostly uses psychographic segmentation targeting the working and middle classes. These are the people that are more susceptible to

enter a fast food restaurant, since these are the people that lead a fast moving life and thus require a fast meal. In brief McDonald's customers are of all classes, but largely working and middle classes, and people of all ages.

PRODUCTS OF MC DONALDS ALL OVER THE WORLD

Main McDonalds Menu Big MacBig N TastyBig N Tasty w/ CheeseQuarter Pounder w/ CheeseDouble Quarter Pounder w/ CheeseCrispy ChickenChicken Mc GrillFilet-O-FishDouble CheeseburgerCheeseburgerHamburgerChicken Mc Nuggets (4)Chicken Mc Nuggets (6)Chicken Mc Nuggets (9)Mc Salad Shaker Chef SaladMc Salad Shaker Garden SaladMc Salad Shaker Grilled Chicken Caeser Salad Main McDonalds Side Dish MenuSmall French FriesMedium French FriesLarge French FriesSuper Size French Fries

Main McDonalds Breakfast MenuEgg Mc MuffinSausage Mc MuffinSausage Mc Muffin w/ EggBacon, Egg & Cheese BiscuitSausage BiscuitSausage Biscuit w/ EggHam, Egg & Cheese BagelSreak, Egg & Cheese Bagel

Spanish Omelet BagelSausage Breakfast BurritoBig BreakfastDeluxe Big BreakfastHotcakes & SausageApple Danish

McDonalds Dessert MenuBaked Apple PieStrawberry SundaeHot Fudge SundaeHot Caramel SundaeVanilla Reduced Fat Ice Cream ConeOreo Mc FlurryM & M Mc FlurryButterfinger Mc FlurryFruit n Yogurt ParfaitFruit n Yogurt Parfait - snack sizeMcDonald land CookiesFresh Baked Cookies

McDonalds Beverage MenuThick n Creamy Shake - Vanilla, Chocolate or StrawberryCoca-Cola, Diet Coke or SpriteCoffeeTeaOrange Juice1% Milk

OBJECTIVES :

Question no. 1, 2 &3To determine the major segment of the consumer visiting McDonald and to know their time availability.

Question no. 4 & 5To know the purpose of visit of customer to McDonald and their frequency.

Question no. 6 & 7To know features consumers are looking for in McDonald products and preferred mode of payment.

Question no. 8 and 9To know the price-sensitivity of consumers.

Question no. 10 and 11To find out consumer expectation and product penetration.

Question no. 12To know with whom consumer want to visit.

Questionnaire

MARKET RESEARCH FOR MC DONALDS

Consumer name:

Gender: Age:

Ph.no./mob.no.: Job:

Address:

Questions

1)Are you?

a)Housewife. b)Student.

c)Working man/working woman. d)Retired man /woman.

2) Do you get leizure time?

a)Yes . b)No .

c)sometimes. d)often.

3) Where would you like to go in leizure time?

a)Mc Donald. b)Barista.

c)CCD. d)Pizzahut.

4)What you do there?

a)Enjoy . b)Have snacks.

c)Timepass. d)Enjoy+snacks.

5)How often do you visit?

a)Once a week. b)Twice a week.

c)Once a month. d)Daily.

6)What feature do you like there?

a)Quality. b)Price. c) Variety. d)Hospitality. e)All the above.

7)How do you pay bills?

a)Cash. b)Credit card.

c)Debit card. d)Others

8)What will you do if their price increases by 25%?

a)Consistent with same. b) Switch to other brand.

c)Reduce your visits. d) Increase your visits.

9)What will you do if their price decreases by 25%?

a)Consistent with same. b)Switch to other brand.

c)Reduce your visits. d)Increase your visits.

10)What would you recommend?

a)Music or t.v. b)Waiter service instead of selfservice.

c)Quality improvement. d) Others.

11)Which product you like most?

a)Fries. b)Burger.

c)Icecream . d)Pizza puff.

12)With whom you like to go?

a)Parents. b) Friends.

c)Girlfriends/boyfriends. d)Wife/husband.

Table for sales of Mc donalds

Years Sales($ M) Market share2005 19117 23%

2006 20895 25.6%

2007 22787 27%

COLUMN CHART

ANALYSIS

Market share of the company has been increasing since 3 years with #######

There sales has also increased from 2005 to 2006 by 9.30% and in 2007 by 9.03%.

We can analyze that most of the consumers of mc Donald are the students and the working class. Only 51% of customers have leisure time in which nearly 69% of customers likes to visit Mc Donalds. Most of them likes to enjoy and have food.

About 50% of the customers visit once in a week and abut 50% of the customers like the quality, price, variety as well as hospitality of Mc Donalds. Most of the customers will remain consistent with Mc Donalds if price increases or decreases. They mostly like ice-cream and burger of mc Donald.

Analysis of questionnaire1)

Samples Percentage of sample %

Total(out of 77 sample)

Student 58.44

45

Housewife 2.6 2

Working man/woman 38.96 30

Retired 0 0

2)

answer by sample Student% Working man/womenHouse wife Retired person Total

yes 51.11 16.67 0 0 36.36No 11.11 6.67 0 0 9.09Some 37.78 70 100 0 51.94Often 0 6.67 0 0 2.6

3)

answer by sample Student% Working man/womenHouse wife Retired person Total

Mc Donald 68.89 70 50 0 68.83Barista 6.67 16.67 0 0 10.39CCD 17.78 10 0 0 14.29Pizza Hut 6.67 3.33 50 0 6.49

4)

answer by sampleStudent% Working man/

womenHouse wife Retired person Total

Enjoy 20 10 0 0 15.58Have Snacks 4.44 6.67 50 0 6.49Time pass 4.44 26.67 0 0 12.99Enjoy + Snacks 71.11 56.67 50 0 64.94

5)

answer by sample Student% Working man/womenHouse wife Retired person Total

Once a week 48.89 46.67 50 0 48.05Twice a week 22.22 16.67 50 0 20.78Once a Month 24.44 26.67 0 0 24.68Daily 4.44 10 0 0 6.49

6)

answer by sample Student% Working man/womenHouse wife Retired person Total

Quality 24.44 36.67 50 0 29.87Price 2.22 3.33 50 0 3.9Variety 13.33 0 0 0 7.79

Hospitality 8.89 6.67 0 0 7.79all above 51.11 53.33 0 0 50.65

7)

answer by sample Student% Working man/womenHouse wife Retired person Total

Cash 88.89 80.00 100 0 85.72

Credit card 4.44 13.33 0 0 7.79

Debit card 4.44 3.33 0 0 3.9

others 2.22 3.33 0 0 2.6

8)

answer by sample

Student%

Working man/women House wife

Retired person Total

Consistent with same

48.89 43.33 50 0 46.75

Switch to other brand

15.55 10 0 0 12.95

Reduce the visits 33.33 26.67 50 0 31.11

Increase the visit 2.22 20 0 0 9.09

9)

answer by sample Student%

Working man/women House wife

Retired person Total

Consistent with same

40 46.67 50 0 42.86

Switch to other brand

11.11 6.67 0 0 9.09

Reduce the visits 8.89 3.33 0 0 6.49

Increase the visit 40 43.33 50 0 41.56

10)

Student%

Working man/women House wife

Retired person Total

Music/t.v 44.44 40 0 41.56

Waiter service 42.22 50 50 45.45

Quality improvement

11.11 6.67 50 10.39

others 2.22 3.33 0 2.60

11)

answer by sample

Student%

Working man/women House wife (%)

Retired person Total (%)

Fries 13.33 6.67 0 0 10.39

burger 40 50 0 0 42.86

Ice cream 17.77 33.33 0 0 23.38

Pizza puff 28.88 10 100 0 23.38

12)

answer by sample Student%

Working man/women House wife

Retired person Total

Parents 4.44 6.67 0 0 5.20

Friends 71.11 46.67 0 0 59.74

Girlfriends/boyfriends

22.22 40 0 0 28.57

Wife/husband 2.22 6.67 100 0 6.49

Conclusion

RecommendationsMost of the customers are student and working professionals, so company should pay more attention on this group of the society. They should also focus on enhancement of enjoyment and maintain the quality of food they provide. Most of the customers are looking for quality, price and variety in same restaurant so if Mc Donald’s want to maintain as well as retain its customer then it should try to maintain all the three things.

It was seen that if the price of the products increases by 25% then 55.75% of the customers will be consistent with mc Donald or their visit will increase so there no need for them to worry abut their customers but they should maintain quality. but if we see that if the price decreases then 84% of the customers show positive results. So if possible company should look on this factor also, it should try every possible way through which it can maintain this 84% of the customers.

Consumers expect that waiter service should be provided because most of them want to sit and have there food without any disturbance. As most of the customers want to have full enjoyment so it would be recommended that music or t.v should be provided because sometimes customer has to wait long.they can also provide special facilities for every segment like giving offers.