A Project Report ON Consumer Satisfaction of Mcdonald

CONSUMER SATISFACTION OF MCDONALD
A PROJECT REPORT ON CONSUMER SATISFACTION OF MCDONALD
SUBMITTED BY SYBMS GROUP MEMBERS
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CONSUMER SATISFACTION OF MCDONALD ACKNOWLEDGEMENT

Apart from the efforts of our group, the success of the project depends largely on the encouragement and guidelines of many others. We take this opportunity to express our gratitude to the people who have been guiding in the successful completion of this project. We would like to show our greatest appreciation to. We thank for the tremendous support and help. We feel motivated and encouraged every time. Without their encouragement and guidance this project would not have materialized. This guidance and support received from all the people, who contributed their knowledge to this project, was vital for the success of the project. We are grateful for their constant support and help.
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INDEX Sr. No A PARTICULARS INTRODUCTION 1.statement of the problem 2. Objectives 3. Scope of the study 4. Limitations 5. Introduction to McDonalds 6. Introduction to consumer satisfaction B C SUMMARY METHODOLOGY 1. Research design 2. Data collection method I) primary data II) secondary data 3. Sample size 4. Review of literature D. E. F. G. H. Survey of customers ANALYSIS CONCLUSION 09 10 10 11 12-33 34 35 09 04 04 05 05 06 07 08 PAGE NO
RECOMMENDATIONS & SUGGESTIONS 36 BIBLIOGRAPHY & WEBLIOGRAPHY 37
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A. INTRODUCTION:-
1. Statement of the problem:This topic is selected to analyze the satisfaction level of the consumers towards McDonalds products preferred by the consumers. The project is aimed at understanding the consumers satisfaction.
2. Objective: To study the problems faced by the customers in variety in product. To analyze the self service. To study the expectation of consumer in McDonalds. To measure quantities offered in the product. To obtain suggestions for improvements in the product. To study the customer affordability in McDonalds.
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3. Scope of the study: With the help of this project, we can come to know the psychology of consumers staying in south Mumbai and suburbs of Mumbai. The study also gives a wide scope for analysis regarding the consumers need, consumption habits and purchase behavior.
The study provides the facts and figures and also reliable information regarding the satisfaction level of the consumers. The survey is exclusively conducted for consumers in Mumbai especially in south Mumbai and suburbs.
The study also helps to obtain suggestions regarding improvement in product and service.
4. Limitation: The sample size of 50 is too small to understand the consumer satisfaction in McDonald product. Consumer satisfaction needs specialized knowledge of area so there is a chance of interpretation error. There is a possibility that respondents might have filtered their response under testing condition.
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5. Introduction about McDonalds Corporation
McDonalds Corporation is the worlds largest chain of FAST FOOD RESTAURANTS, Serving nearly 58 million customer dalily. It was started by two brother Dick and Mac Donald in San Bernardino, California in 1940. McDonalds Restaurants are found in more than 119 countries and territories around the world and serve nearly 47Million customers each day. McDonalds operates over 31,000 restaurants worldwide, employing more than 1.5 million people. The company also operates other restaurant brands, such as Piles Caf and has a minority stake in prt a Manger. McDonald is one of the worlds chain of hamburger fast food restaurants, serving nearly 47 million customers daily. A McDonalds restaurant is operated by a franchisee, an affiliate, or the corporation itself. The corporations revenue comes from the rent, royalties and fees paid by the franchisees as well as sales in company-operated restaurants. McDonalds in India: McDonalds has continually adapted to the customers tastes, value system, lifestyle, language and perception. Globally McDonald was known for its hamburgers, beef and pork burgers. Most Indians are barred by religion not to consume beef or pork. To survive, the company had to be responsive to the Indian sensitivities so McDonald came up with chicken lamb and fish burger to suite the Indian palate. Indian has a huge population of Vegetarians. To cater to this customer segment, the company came up with a completely new line of Vegetarian items like Mc veggie burger and Aloo Tikki.
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6. Introduction of consumer satisfaction
Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. However, the importance of customer satisfaction diminishes when a firm has increased bargaining power.
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B. SUMMARY:This project contains information regarding the customer behavior of McDonalds products. The project covers theory as well as practical aspects of consumer satisfaction in McDonalds. Our primary focus is on understanding the satisfaction of the consumers and also the consumption pattern and the behavior while purchasing the McDonalds products. There is a learning objective towards the topic. It is followed by scope which tells what we are covering and also limitations. For getting the practical information we have collected secondary data. For collecting the primary data we have personally met the customers through questionnaires, and have thorough analysis of data. In theory we have covered topics like introduction of McDonalds and also the introduction of consumer satisfaction.
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C. METHDOLOGY:1. Research design: Research Design is a systematic planning, organizing & executing a research project within specified time limit & resource allocation. After deciding the basic aspects of research project, example- formulating research problem, objectives of research, data requirement, sample design & before the commencement of work of research project, the researcher has to prepare research design. The research work will be conducted as per the research design prepared. It is logical & systematic outline of research project prepared for directing, guiding & controlling a research work.
2. Data collection method: Data is collected mainly through two methods. They are as follows:i. Primary Data ii. Secondary Data
i. Primary data: Primary data constitute first hand information which is collected for the first time in order to solve research problem. It is the data collected from primary sources which are original sources. It is fresh data collected for the first time directly from the respondents. Primary data is important as it gives reliable, factual first hand information for information purpose. Researcher collects primary data as per the need of his research project and from the source or sources which he considers appropriate. It is a created data. It is also time consuming and costly data. Data collection instruments are to be designed according to the needs of investigation. Primary data is the original data collected by the researcher from respondents through different methods such as mail survey, personal interviews, observation or experimentation. Primary data are collected for detailed information on certain aspects of research project. Data collection was done through customer survey.
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ii. Secondary data: Secondary data are next to primary data. This data is already collected and complied for someone other than the researcher himself. It is readily available in complied form. Such data may be in the form of statistical statements or tables or reports and so on. Such data is available in published or unpublished form. A researcher may use secondary data as the sole source of information for his research study. Secondary data are available easily, quickly and economically.
3. Sample size:We have taken sample size as 50
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3. Review of the literature:We have referred research methods in business of vipul Prakashan for the theory of this project and the topic we have taken from this book is methods of data collection and we have also referred marketing management and from this book we have taken the theory consumer behavior. We have also referred these following websites for the introduction of consumer satisfaction and also for the introduction of McDonalds. http://www.ehow.com/facts_7200417_consumer-satisfaction_.html
http://managementhelp.org/customer/satisfy.htm
http://managementhelp.org/customer/satisfy.htm
http://www.ehow.com/facts_7200417_consumer-satisfaction_.html
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D. SURVEY OF CONSUMERS:1) Gender
Male Female
30 20
Male
female
40% 60%
In the above diagram there are 60% male and 40% female have filled the questionnaire.
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2) Age
15-18 19-21 22-25
19 16 15
15-18
19-21
22-25
30%
38%
32%
The above diagram shows the age groups of 15-18, 19-21 and 22-25 but the highest 38% customers are in 15-18 age group and least 30% customers are in the 22-25 age group.
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3) Occupation
Employee Student
13 37
employee
student
26%
74%
In the above diagram we can analyze that most of the consumer of Mc Donald are student and the working class. In McDonald 74% student and 26% are employees are like to visit Mc Donald.
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4) How often do you visit McDonald?
Daily Weekly Quarterly Monthly
1 7 10 32
daily
weekly
quartely 2% 14%
monthly
20% 64%
The above diagram shows that 64% of the customer visit once in a month, 20% customer visit once a quarter, 14% customer visit once in a week and 2% customer like to visit every day.
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5) What time of the day do you prefer to eat there?
Morning Afternoon Evening Night
1 10 26 12
morning
afternoon 2%
evening
night
25%
20%
53%
The above diagram shows that 53% customers like to visit at evening, 25%customer like to visit at night, 20% customer like to visit at afternoon and only 2% customer like to visit in the morning.
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6) Why do you eat at McDonald? Price Quality Service Brand name 3 33 7 7
price
quality 3% 16%
service
brand name
7%
74%
The above diagram shows that 74% customer eat at their because of the quality, 16% customer eat their because of the service provided by McDonalds, 7% customers eat their because of the price of the product provided their and 3% customer eat their because of the brand name of the McDonalds.
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7) Does price affect whatever you buy at Mc Donalds?
Yes No
15 35
Yes
No
30%
70%
This diagram represents the details regarding the price which affects consumers when they visit McDonalds. Out of which 30% of the respondents said that price affects them whatever they purchase there and 70% of the respondents said that price does not affect them whatever they purchase.
Reasons for the views given:For some respondents price doesnt affect because for them only quality matters and not price, also the products are affordable. For some respondents price affects because they pay more and quantity obtained is less.
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8) How do you find quality of products offered by Mc Donalds?
Good Very Good Perfect Satisfactory
10 16 16 8
good
very good
perfect
satisfactory
16%
20%
32% 32%
From this diagram we can analyze that 32% of the respondents have perfectly and most betterly liked the quality of products, 20% respondents and where as only 16% of the respondents were satisfactorily liked it and only offered
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9) How do you feel Mc Donalds products as compared to other food players in the market?
Good Very Good Perfect Satisfactory
9 17 14 10
good
very good
perfect
satisfactory
20%
16%
29%
35%
We can analyze that only 16% of respondents have responded for good products and 29% for perfect products and 20% for satisfactory products and where as maximum respondents responded i.e.35% for very good products.
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10) Do you find ample amount of variety of food or products in Mc Donalds?
Yes No
29 21
Yes
No
42% 58%
We can analyze that 42% of the respondents found ample amount of variety of food products and where as 52% of the respondents do not found ample amount of variety of food products.
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11) When you eat at Mc Donalds do you satisfy your hunger?
Delight Satisfy Dissatisfy
11 34 5
Delight
satisfy
dissatisfy
10%
22%
68%
We can analyze that 68% of the consumers satisfy their hunger and 22% of the consumers are delightful when they eat there and only 10% of consumers dissatisfy their hunger when they eat at McDonalds.
Reasons for the views given:Some of the respondents satisfy their hunger because the prices are quiet good and they constantly keep on launching new products. Some of the respondents are delightful because quality offered is best. SomeDo the respondents home delivery service? they feel that the prices of the products 12) of you find timely are dissatisfied because are high.
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12) Do you find timely home delivery service?
Yes No
33 17
yes
no
34%
66%
This diagram represents the timely home delivery service provided by McDonalds. 66% of the respondents get timely home delivery service and only 34% of the respondents do not get timely home delivery service.
Reasons for the views given:Some of the respondents are satisfied with the home delivery service because the food delivered is fresh and hot. Some of the respondents are not satisfied with the home delivery service because the food delivered is spoilt and it is cold and quality of food also decreases.
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13) While home deliveries how do you find the product?
Spoiled Fresh Hot Cold
0 20 24 6
spoiled
fresh 0%
hot
cold
12% 40%
48%
The above diagram represents the quality of food obtains during home delivery. 0% of the respondents receive spoilt food, 12% receive cold food, 40% receive fresh food and 48% receive hot food.
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14) Do you like self service at Mc Donalds when you visit? . Yes No 33 17
yes
no
34%
66%
The above diagram represents the satisfaction level of self service by consumers. 34% of the respondents are not satisfied with the self servicing pattern and 66% of the respondents are satisfied with the self servicing pattern.
Reasons for views given:Some the respondents are not satisfied because they dont like self servicing at their visit to restaurants and they opt for waiter service. Some of the respondents are satisfied.
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15) Apart from existing food items provided by Mc Donalds what else do you expect that Mc Donalds should offer?
Desert Pizza Frankie Any other item
7 21 17 5
desert
pizza 3%
frankie
any other
15% 37%
45%
The above diagram tells regarding the introduction of new products:10% of the respondents opted for any other item, 14% opted for desert item, 34% opted for Frankie and 42% opted for pizza.
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16) How is the service provided by the employees in Mc Donalds?
Good Very Good Satisfactory Not Satisfactory
15 14 20 1
good
very good
satisfactory 2%
not satisfactory
30% 40%
28%
The above diagram represents that 40% customers are satisfied with the service provided by the employees, 30% customers feel good, 28% customers found best service and 2% customers are not satisfied by the service provided by the employees of McDonalds.
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17) How much do you spend at Mc Donalds in a month? 0 40 40 100 100 & More
5 17 28
0-40
40-100
100& more
10%
56%
34%
The above diagram represents the average spending of customers when they visit to McDonalds. 10% of the respondents spend within the range from 0-40 and 34% spend in the range of 40-100 and 56% spend 100 & above.
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18) Will you prefer to visit Mc Donalds if their prices of products offered increase by 25%?
Consistent with same Switch to other brands Reduce your visits
17 11 22
consistent with same
switch to other brand
reduce your visits
34% 44%
22%
As per the data analyzed 44% customers will reduce their visit to McDonald if their prices of products offered increases by 25%. 22% customers will switch to other brand if the price increases by 25% and 34% customers will remain consistent with the same if the price increases by 25%
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19) Will you prefer to visit Mc Donalds if their prices of products offered decrease by 25%? Consistent with same Switch to other brands Reduce your visits 39 6 5
consistent with same
switch to another brand
reduce your visits
10% 12%
78%
As per the data analyzed 10% customers will reduce their visit to McDonald if their . prices of products offered decreases by 25%. 12% customers will switch to other brand if the price decreases by 25% and 78% customers will remain consistent with the same if the price decreases by 25%
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20) How much time do you wait in queue at Mc Donalds to get your order served?
5 MIN 10 MIN MORE THAN 10
34 12 4
5 min
10 min
more than 10
8% 24%
68%
As per the customers survey 68% customers wait for 5minutes in the queue at McDonald, 24% wait for 10minutes and 8% wait for more than 10minutes in the queue.
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21) Are you satisfied with the introduction of new seven dips item in their menu?
Yes No
30 20
yes
no
40%
60%
As per the data analyzed 60% customers are satisfied with the introduction of seven dips in their menu and only 40% customers are not satisfied with the introduction of seven dips in their menu.
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22) What would you recommend?
More variety in product Waiter service inside of self service Quality improvement
27 13 10
more variety in products waiter service instesd of self service quality
20%
54% 26%
As per the data analyzed 54% customers want more variety of products to be introduced, 26% customers want waiter service facility instead of self service and only 20% customers want improvement in the quality of the products offered.
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E. ANALYSIS:From this project we can analyze that maximum number of the respondents are students between the age group of 15-21 and minimum number of respondents are employees between the age group of 22-25. Majority of the respondents are male and female respondents are least. Most of the customers prefer to visit once in a month rather visiting quarterly or weekly and the time preferred time is mostly in the evening. Most of the respondent visit due to the quality of the products. Most of the people find ample amount of variety of products and also they satisfy their hunger and also get timely home delivery service. Most of the respondents are satisfied with the self servicing in McDonalds. Most of them recommend for the introduction of pizza in their menu. Most of them averagely spend 100 or more than 100 in a month. If the price of the product increases then most of the respondents are likely to reduce their visits and if the price decreases then they are consistent with the same. Least number of people waits in the queue for more than 10minutes. They are also satisfied with the introduction of seven dips. Most of the respondents recommends to increase the variety of the products.
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F. CONCLUSION:A consumer is satisfied in a restaurant only when he receives the products within these three aspects and they are quality, price and healthy product. From this project we would like to conclude that most of the customers are satisfied with the products offered and also with the quality of the products and also with prices of the products. Consumers expect that McDonalds should come up with new and best quality products like pizza, Frankie etc.
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G. RECOMMENDATIONS AND SUGGESTIONS:-
McDonalds must provide waiter service instead of self service. McDonalds must bring in variety of products in their menu. McDonalds should reduce the prices of their products.
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H. BIBLIOGRAPHY & WEBLIOGRAPHY:-
BIBLIOGRAPHY:Name of the book Marketing management Research methods in business Publisher Vipul Prakashan Vipul Prakashan Author N.G. Kale, M.Ahmed N.G. Kale, M.Ahmed
WEBLIOGRAPHY:http://www.ehow.com/facts_7200417_consumer-satisfaction_.html
http://managementhelp.org/customer/satisfy.html
http://managementhelp.org/customer/satisfy.html
http://www.ehow.com/facts_7200417_consumer-satisfaction_.html
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ANNEXURE Name:Address:Gender:Contact No:-
Q1) How often do you visit Mc Donalds? Daily Quarterly Weekly Monthly
Q2) What time of the day do you prefer to eat there? Morning Afternoon Evening Night
Q3) Why do you eat at Mc Donalds? Price Quality Service Brand Name
Q4) Does price affect whatever you buy at Mc Donalds? Yes No
4. A) Give reasons for your answer
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Q5) How do you find quality of products offered by Mc Donalds? Good Perfect Very Good Satisfactory
Q6) How do you feel Mc Donalds products as compared to other food players in the market? Good Perfect Very Good Satisfactory
Q7) Do you find ample amount of variety of food or products in Mc Donalds? Yes No
Q8) When you eat at Mc Donalds do you satisfy your hunger? Delight Dissatisfy Satisfy
Q9) Do you find timely home delivery service? Yes No .
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Q10) While home deliveries how do you find the product? Spoiled Hot Fresh Cold
Q11) Do you like self service at Mc Donalds when you visit? Yes No .
11. A) If no then should they adopt any other pattern to serve the customers Give reasons for your answer
Q12) Apart from existing food items provided by Mc Donalds what else do you expect that Mc Donalds should offer? Dessert Frankie Pizza Any other item
Q13) How is the service provided by the employees in Mc Donalds? Good Satisfactory Very Good Not Satisfactory
Q14) How much do you spend at Mc Donalds in a month? 0-40 Above 100 40-100
Q15) Will you prefer to visit Mc Donalds if their prices of products offered increase by 25%? Consistent with same Switch to other brands Reduce your visits
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Q16) Will you prefer to visit Mc Donalds if their prices of products offered decrease by 25%? Consistent with same Switch to other brands Reduce your visits
Q17) How much time do you wait in queue at Mc Donalds to get your order served? 5minutes More than 10minutes 10minutes
Q18) Are you satisfied with the introduction of new seven dips item in their menu? Yes No
Q19) What would you recommend? More variety in products Waiter service instead of self service Quality improvement
19. A) If any other please specify
Q20) Give your suggestions
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CONSUMER SATISFACTION OF MCDONALD