Study On Consumer S

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CONTENTS Å Å Å

Objective and Scope of study Brief history of McDonald¶s McDonald¶s in India Channel Network Networks & Competitors

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Product Mix Its Product Competitors Analysis

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About Project Targets Segments Findings and results

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Recommendations & Conclusions References

OBJECTIVE AND SCOPE OF STUDY ¥
 Å Consumer¶s perception and preferences towards the fast food Å How fast the tastes and the demand of the consumers change? Å Importance of brand in consumer selection. ›    Å Various advertising and promotion methods used by the company. Å Importance of price in influencing the consumer choice. Å Frequency of consumer visits to the stores.

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McDonald's was started as a drive-in restaurant by two brothers, :
 and 
 
  in California, US in the year 1937.

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y mid-1950s, the restaurant's revenues had reached $350,000.

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: 
         
   interest in the business, and he finalized a deal for franchising with the McDonald brothers in 1954.

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žn 1955, Ray Kroc bought the right to franchise the McDonald͛s System. Renamed the 
        and in 1965 McDonald͛s went public.

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žt is worlds leading food service provider with 31000 restaurants serving in 119 countries serving 50 million customers each day.


 




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žn 1996, first McDonald͛s restaurant opened on Oct. 13, at       !   "

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McDonald͛s žndia is a 50-50 JV partnership between McDonald͛s Corporation (USA) and two žndian usiness man m  #  (Hard Castle Restaurant Private Ltd, Mumbai) and    (Connaught Plaza Restaurants Private Ltd, Delhi)

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Approximately 70% of the menu available in McDonald͛s in žndia is ž  $ and specifically designed to woo žndian customers.

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Mhe McDonald͛s Philosophy of 3 % is the guiding force behind its service to the customers


 



  



 


 Ådd in Delhi Å22 in Uttar Pradesh Å11 in Haryana Å7 in Punjab Åd in Rajasthan Å1 in Uttaranchal Å1 in West Bengal Å1 in Himachal Pradesh


  Åd2 in Maharashtra Å7 in Gujarat Å7 in Karnataka Å4 in Andhra Åd in Madhya Pradesh


 



   ! 
 




"  #



 $ 


McDonald¶s

1d2

d4

Pizza Hut

1d7

d4

Domino¶s

220

42

Subway

1d1

d2

Nirula¶s

65

---

KFC

d4

09

PRODUCT MIX Product Mix

Veg Menu

ÅMc Veggie MM ÅMc Alloo Mikki MM ÅPaneer Salsa wrap ÅCripsy Chinese ÅVeg McCurry Pan

Non Veg Menu

ÅChicken Maharaja Mac ÅMc Chicken ÅFilet-O-Fish ÅChicken Mexican Wrap ÅChicken McGill ÅChicken McCurry Pan

Beverages

Frozen Deserts

ÅCold coffee Şce tea ÅSoft Drinks ÅMc Shakes

ÅSoft serve cone ÅSoft serve ÅFlavor blast ÅMcSwirl

ITS PRODUCT

COMPETITORS ANALYSIS McDonalds

Jumbo King

Pizza hut

Mc Aloo Tikki - 20

Regular Vada Pav - 7

Simple Veg pizza-195

Mc Veggie - 45

Brown Bread Vada Pav-10

Veggie Supreme -d45

Mac Chiken Maharaja99

Butter Vada Pav - 10

Chicken Supreme-d60

Value Meal -

Chollee Vada Pav - 1d Garlic bread platter-90

Happy Meal- 65

Cheese Vada Pav - 16

Soup¶s-45 to 80

French fries-d8

Schezwan Vada pav 15

Pasta¶s-110

Cold Coffee-d9

Lassi - 10

Pepsi/7up/ Mirinda -40

Iced tea - 25

Mango Lassi - 15

Pizza hut ±Royale-80

Soft Serve - 20

Pepsi - 10

Almond Praline-45

IMPLEMENTATION   Å Å Å

3uestionnaire forms Interview Personal Visit

›
  Å Å

Male female

M ›
 Å Å Å

Business man Service class College and School students

TARGET SEGMENT ¥

 

m


 

& 

usiness Man

30-40 Years

9

0

Service

21-35 Years

10

6

College and School Students

05-25 Years

14

11

FINDINGS & RESULTS %&&''()* +&'%,% &&-

%&& ,&./t ers 4%

Friendliness of Staff 2% Sankal 8% Ambiences/ Cleanliness 18%

Honest 12%

McDonald's d %

Food 3uality d6% S eed f Ser ices 1 % Domino's Pizza 24%

Location 12% Food / Menu Price 22%

Pizza Hut 22%

CONT««« €
'
 ' ' ' (' ''  '
 ''  '3  '  ''' ' )

€' ' '

' ')

Sankalp Others % 0%

onest 1 % McDonald's d0%

Non Vegetarian d
% Vegetarian 4%

Domino's izza % izza t %

CONT««« €''(  ' ''!'

')

› !'
' ' '' ' '

' '' ) '(011 23 */ 0111 013

Both 2 %

011 11 043

Indian foods d2%

11 0111 213 or i n foods %

1111 13

CONT««. €' '!  ' '  '(  ' '

')

ef re 12 10

&'%,/ -

Family Members d0%

Self Decision 20%

etween 6-9 42 etween 12-3 38 Friends 50%

etween 3-6 10

RECOMMENDATIONS & CONCLUSION Focus more on varieties of food, quality, price and service. Ú More outlets in semi urban areas Ú Training to Manpower Ú Customized product Ú Customer relationship management Ú Festival¶s oriented discounts Ú More counters for food delivery and bill payment Ú Responsibility towards society (CSR) Ú

REFERENCES www.google.com Ú www.mcdonalds.com Ú www.mcdonaldsindia.com Ú