Introduction

Name of the organization Mc Donald’s

Industry Restaurants

Founded May 15, 1940 in San Bernardino,California

McDonald’s Corporation,April 15, 1995 in Des

plaines, Illinois

Founder(s) Richard and Maurice McDonald McDonald's

restaurant concept;

Ray Kroc, McDonald's Corporation founder.

Headquarters Oak Brook, Illinois, U.S.

Number of locations 32,000+ worldwide

Area served Worldwide

Key people James A. Skinner

(Chairman & CEO)

Products Fast food

(hamburgers • chicken • french fries • soft

drinks • coffee • milkshakes •
salads • desserts • breakfast)
Employees 4,00,000

Website McDonalds.com

Nature of the organization

McDonald's Corporation is the world's largest chain of hamburger fast food restaurants,

serving more than 58 million customers daily. In addition to its signature restaurant chain,

McDonald’s Corporation held a minority interest in Pret A Manger until 2008, was a major

investor in the Chipotle Mexican Grill until 2006, and owned the restaurant chain Boston Market

until 2007.

A McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself.

The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well

as sales in company-operated restaurants. McDonald's revenues grew 27% over the three years

ending in 2007 to $22.8 billion, and 9% growth in operating income to $3.9 billion.
McDonald's primarily sells hamburgers, cheeseburgers, chicken products, french fries, breakfast

items, soft drinks, shakes, and desserts. In response to obesity trends in Western nations and in

the face of criticism over the healthiness of its products, the company has modified its menu to

include alternatives considered healthier such as salads, wraps and fruit.

In India, Mc donald’s is a joint venture company managed by two Indians, while Amit Jatia,

MD. Hardcastle Restaurants Pvt. Ltd. Owns and spearheads Mc Donalds in west & south India,

Mc Donald’s restaurants in north and east India, are owned and managed by Vikram Bakshi’s

Connaught Plaza Restaurants Pvt. Ltd.

Celebrating over 12 years of leadership in food service retailing in India, Mc Donald’s now has a

network of over 160 restaurants, across the country, with its restaurant launch way back in

1996.The functional area in which the company deals is Marketing.

History

➢ McDonald's Logo used from 1968 to 2003. It still exists at some restaurants.

➢ "Speedee", the former mascot of McDonald's before his replacement by Ronald

McDonald.

➢ Concept version of Ronald McDonald.

The business began in 1940, with a restaurant opened by brothers Richard and Maurice

McDonald in San Bernardino, California. Their introduction of the "Speedee Service System" in

1948 established the principles of the modern fast-food restaurant. The original mascot of

McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was

"Speedee." Speedee was eventually replaced with Ronald McDonald by 1967 when the company

first filed a U.S. trademark on a clown shaped man having puffed out costume legs.

McDonald's first filed for a U.S. trademark on the name McDonald's on May 4, 1961, with the

description "Drive-In Restaurant Services," which continues to be renewed through the end of

December 2009. In the same year, on September 13, 1961, the company filed a logo trademark

on an overlapping, double arched "M" symbol. The overlapping double arched "M" symbol logo

was temporarily disfavored by September 6, 1962, when a trademark was filed for a single arch,

shaped over many of the early McDonald's restaurants in the early years. The famous double

arched "M" symbol in use today did not appear until November 18, 1968, when the company

filed a U.S. trademark.

The first McDonald's restaurants opened in the United States, Canada, Costa Rica, Panama,

Japan, the Netherlands, Germany, Australia, France, El Salvador and Sweden, in order of

openings.

The present corporation dates its founding to the opening of a franchised restaurant by Ray Kroc,

in Des Plaines, Illinois, on April 15, 1955, the ninth McDonald's restaurant overall. Kroc later

purchased the McDonald brothers' equity in the company and led its worldwide expansion, and

the company became listed on the public stock markets in 1965. Kroc was also noted for

aggressive business practices, compelling the McDonald brothers to leave the fast food industry.

The McDonald brothers and Kroc feuded over control of the business, as documented in both
Kroc's autobiography and in the McDonald brothers' autobiography. The site of the McDonald

brothers' original restaurant is now a monument.[

With the expansion of McDonald's into many international markets, the company has become a

symbol of globalization and the spread of the American way of life. Its prominence has also

made it a frequent topic of public debates about obesity, corporate ethics and consumer

responsibility.

Vision
A vision statement is a statement which depicts the future of a company. It gives a vivid

idealized picture of an expected or wished outcome that motivates, energizes and assists the

employees to develop an imaginary picture of their targets and goals.

➢ McDonald's vision is to be the world's best quick service restaurant experience.

➢ Being the best means providing outstanding quality, service, cleanliness, and value, so

that we make every customer in every restaurant smile.

Mission

Mission describe any type of predetermined operation to achieve some specific goal.

➢ Be the best employer for our people in each community around the world

➢ Deliver operational excellence to our customers in each of our restaurants; and

➢ Achieve enduring profitable growth by expanding the brand and leveraging the strengths

of the McDonald's system through innovation and technology.

Geographical and functional area of operation

Figure: 1 Geographical and functional area of operation

A network of over 32,000 business locations spread over more than 123 countries serving more

than 58 million customers daily. A McDonald's restaurant is operated by either a franchisee, an

affiliate, or the corporation itself. Most standalone McDonald's restaurants offer both counter

service and drive-through service, with indoor and sometimes outdoor seating. It headquarter is

situated in Oak Brook, Illinois, U.S.

Figure:2 SWOT Analysis

Strengths:

• McDonald's has successfully rolled out new items like coffees, smoothies, and Angus

burgers, expanding the range of menu choices.

• With a strong product offering, the company has grown income throughout the recession,

notching strong increases in same-store sales.

• Operations are spread around the world, meaning the company is not exposed to just once

currency or economy.

• Even trading near its highs, McDonald's serves up sizzling dividend yields that top the 10-

year Treasury. The yield comes with a side order of annual dividend hikes dating back to

1976. The annual dividend payment has gone from 55 cents per share in 2005 to $2.20 this

year.

Weaknesses:

• It will be harder and harder to find prime locations to build a set of golden arches. The U.S. is

saturated with its restaurants, so growth will have to occur internationally, posing potential

cultural challenges.

• While the annual dividend hikes are likely to continue, the dividend growth rate has been

slowing and will probably continue to slow or level off.

Opportunities:
• There are opportunities for new restaurants outside the United States, and McDonald's has

been taking advantage of them. China is a great opportunity for the company, as is much of

Asia.

• Menu innovations are limited only by imagination.

• Low interest rates provide cheap capital for growth. In addition to dollar-denominated debt,

McDonald's recently became the first foreign company to issue yuan-denominated bonds in

Hong Kong.

Threats:

• Governments are considering regulations targeting fast food.

• McDonald's faces competition from strong peers such as recent 11 O'Clock Stock pick Yum!

Brands (NYSE: YUM) and Burger King (NYSE: BKC).

• New product rollouts often have to go head-to-head with established players like Starbucks

(Nasdaq: SBUX) coffee or Jamba (Nasdaq: JMBA) smoothies.

• Commodity price increases could increase costs while a weak economy limits the ability to

pass the price hikes through to consumers.

Products ranges

.
McDonald's predominantly sells hamburgers, various types of chicken sandwiches and products,

French fries, soft drinks, breakfast items, and desserts. In most markets, McDonald's offers

salads and vegetarian items, wraps and other localized fare.

The Vegetable McCurry Pan, the famous dish is very popular and is an original creation of

McDonald's across India. It starts with a rectangular shaped crust that is topped with a creamy

sauce, mushrooms, and vegetables including broccoli, baby corn, and red bell pepper. It is then

baked until the crust is crisp and the toppings are hot and bubbly.

The Chicken McCurry Pan is the same as its vegetarian version. It starts off with a rectangle of

dough and is topped with a tomato-curry sauce, spiced with thyme, basil, and oregano. It is

finished off with chicken, bell peppers, and cheese and is baked till crisp and bubbly.

There is an Indian version of the Big Mac, called the Maharaja Mac, which is made with 2

grilled chicken patties and is topped with onions, tomatoes, cheese and a spicy mayonnaise. It

was originally made with lamb, but is now made with chicken.

Mexican-style wraps for both vegetarians and non-vegetarians, like the Mexican Chicken Wrap,

and Curry Pans in Shahi-Paneer and Chicken-Tikka variations are also offered.

Other items on the Indian Menu include chicken and fish products like the McChicken and the

Filet-O-Fish.
The vegetarian burger menu consists of the McAloo Tikki Burger. It is a vegetable burger,

which includes a patty made out of potatoes, peas, and spices. It also includes tomato slices,

onions, and vegetarian mayonnaise.

McVeggie is another Vegetarian burger on the menu. It looks similar to the above McAloo Tikki

Burger, but starts with the sesame seed bun. In between the bread, you'll find a vegetarian patty

that is made from peas, carrots, green beans, red bell pepper, potatoes, onions, rice, and

seasoning.

Another menu item sold there is the Chicken McGrill. It starts off with a thin grilled chicken

patty that is embellished with cilantro mayonnaise, onions and tomatoes and is served on a

toasted bun.

There is also a Pizza McPuff, which also starts with a rectangular shaped crust, but instead of a

creamy sauce, it is flavored with a tomato-based sauce and then is topped with carrots, beans,

bell peppers, onions, peas and mozzarella cheese.

Recently a breakfast menu is introduced in selected outlets. The menu includes veg items like

Veggie McMuffin, hash browns, Cuppa Corn, Hotcakes with maple syrup, and Spinach and Corn

McMuffin

The Happy Meal – McDonald's created the concept of a children's meal when it introduced the

first Happy Meal in 1979. The meal includes an entrée, a side dish, a beverage and a free toy gift.

The toy is usually a product tie-in with a movie or popular television show
Desserts

• A soft serve ice cream product is available in several forms, including sundaes, cones

(either vanilla, chocolate (Most McDonalds have discontinued to sell it, due to it being an

"optional" item) or chocolate-dipped), and as the primary ingredient in the McFlurry. As

with many other formulations of soft serve, cellulose gum is utilized as an extender and

thickener.[20]

• The McFlurry is a vanilla ice cream dessert that has pieces of candy, fruit or cookies

mixed into it.

• McDonaldland Cookies: McDonaldland cookies are traditionally available and are

similar to animal crackers, except the shapes of the cookies are of Ronald McDonald,

Grimace, Birdie the Early Bird, the Hamburglar, and the Fry Guys.

• Smoothies are available in some locations, wild berry, strawberry banana, mango and

strawberry flavors.

• Freshly Baked cookies: Freshly baked cookies manufactured by Nestlé are available in

some markets

• Cinnamon melts – Cinnamon-spiced rolls topped with cream cheese icing.

 Beverages

• McDonald's primary soft drink supplier is the Coca-Cola Company, except in restaurants

which fall under an overall contract with PepsiCo..

• S&D Coffee, Gavina and Kraft supply McDonald's Premium Roast Coffee for

McDonald's US restaurants besides the New England area.

• Hot and iced tea (supplied by S&D Coffee in the US), hot chocolate, various juices and

other regional beverages are available in various markets.

• The McCafe is an umbrella term for lattes, espresso, iced coffee, hot chocolate, mocha,

smoothies, and other drinks that are sold in several markets worldwide.

• Milkshakes are available in all of McDonald's permanent flavors are vanilla, strawberry,

and chocolate; regional or seasonal flavors include Caramel, Coffee, Cherry, Banana,

Strawberry .

Present leadership
Name Designation
Jim skinner Vice President and Chief Executive Officer

Don Thompsoon President and Chief Operating Officer

Peter Bensen Executive vice president and chief financial

officer
Richard Floersch Executive vice president and chief human
resource officer
Gloria Santona Executive vice president and general counsel
and secretary
Jeff Stratton Executive vice president and Worldwide Chief
restaurant officer
Fred Turner Honorary Chairman

Table:1 Present leadership

Central Division president Mike Andres (McDonald’s USA)

President Steve Easterbrook (McDonald’s Europe)
Group president Jose Armario (McDonald’s Canada)
President Tim Fenton (McDonald’s Asia, Pacific, Middle, East
& Africa)

Organization structure of McDonald’s

Figure no.:3 Organization structure of McDonald’s

Market share & position of the McDonald’s

McDonald’s 55%
KFC 20%
Domino’s 11%
Pizza Hut 9%
Others 5%

Figure:4 Market share & position of the McDonald’s

McDonald's Corporation is the world's #1 chain of hamburger fast food restaurants, with 55%

market share in the fast food industry. After this KFC capture the market with 20% share and it

has the #2 place in fast food industry.

Size of the organization

MANPOWER: McDonald’s is a major player in the fast food industry, with 4,00,000 all over

the world. Currently McDonald’s have more than 32,000 worldwide locations serving more than

52 million customers daily.

TURNOVER : A McDonald's restaurant is operated by either a franchisee, an affiliate, or the

corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the

franchisees, as well as sales in company-operated restaurants. McDonald's revenues grew 27%

over the three years ending in 2007 to $22.8 billion, and 9% growth in operating income to $3.9

billion.

0.77 1.43
Asset Turnover

78,462.00 21,031.74603
Asset per Employee
I
37.24 16.09
inventory Turnover

Objectives of the study

“To study the satisfaction level of the customer with respect to McDonald’s

Scope of the study

The scope of the study includes the activities that are actually performed in the study. It includes

the period of study, the functional area and volume of work carried out in the study.

The main task to complete the report is:

“To carry out the market survey of customer satisfaction level with respect to McDonald’s. for

this purpose the geographical area selected is Connaught place locality. Data is collected through

a questionnaire that is attached as Appendix A.”

With reference to above objectives, the scope of study would be as follows

Figure no-5 :Scope of the study

Methodology for data collection

Data collection methodology advises on a diverse range of surveys and to do various survey

processes at the data collection stage are assessed.

For the collection of data for the project, two types of data were collected:

Figure no-6: Methodology for data collection

Primary data
Data observed or collected directly from first hand experience. Primary data is the data which is

collected by the researchers directly from his observations and experiences. Primary data are

those data which are collected for the first time, taking a sample, representing a population. It is

problem specific data collected by the researchers himself/herself.

Primary data can be collected through questionnaire. The questionnaire can be classified in to

four main types:

(A) Structured non disguised questionnaire

(B) Structured disguised questionnaire

(C) Non-structured non disguised questionnaire

 (D) Non-structured disguised questionnaire

For my market study, I have selected structured non disguised questionnaire because my

questionnaire is well structured, listing of questions are in a prearranged order and where the

object of enquiry is revealed to the respondents.

To making a well structured questionnaire, we have adopted three types of questions-

(a) Open ended questions

(b) Dichotomous questions

(c) Multiple choice questions

These types of questions are easy to understand and easy to give required answers.

Source of Primary Data

• Consumers

Secondary data

Secondary data means data that are already available i.e. they refer the data which have already

been collected and analyzed by someone else. When the researcher utilizes secondary data, than

he has to look into various sources from where he can obtain them, in this case he is certainly not

confronted with the problems that are usually associated with the collection of original data.

Secondary data may either be published data or unpublished data. Usually published data are

available in: (a) Various publications of the central, state and local government; (b) Various

publications of foreign government or of international bodies and their subsidiary organization;

(c) Technical and trade journals; (d) books, magazines and newspapers; (e) Reports and

publications of various associations connected with business and industry, stock exchanges, etc.;
(f) Reports prepared by research scholars, universities, economists etc.; (g) public records and

statistics, historical documents and other source of published information.

The source of unpublished data are many; they may be found in diaries, letters, unpublished

biographies and autobiographies and also may be available with scholars and research workers,

trade associations, labour bureaus and other public/private individuals and organization.

Sources of secondary data

• Websites

• Magazines and Newspapers

• Books on marketing and advertising

Tools Used

For the analysis and presentation of Data, I have used Bar Graphs and Pie Charts in my

project.
Q1. Which one of them do you prefer?

Food item No. of respondents (in

%)
Burger 81
Pizza 15
Sandwich 2
Any other 2

Table No.: 2 Brand offer

Figure- no:6 Food Preference

It can be analyzed from the above bar graph that there are 81% respondents who prefer burger as

food item, 15% respondents prefer pizza as food item and only 2% respondents prefer sandwich

for eating and remaining 2% respondents like to eat any other food item.

Q2.Do you consider burger a healthy product?

Opinion No. of respondents (in

%)
Yes 40
No 36
Can’t say 24

Table No.:3Burger as a healthy Product

Figure no-7: Opinion

The above pie chart represents that 40% respondents consider burger as healthy products and are

in favour of ‘yes’ opinion. 36% respondents consider burger is not a healthy product to eat and

24% respondents are in favour of ‘cant’s say’ opinion.

Q3. In connection with Mc Donald’s, rating given by people

Ambience and hospitality of Mc Donald’s

Rating No. of respondents (in

%)
Excellent 25
Good 56
Fair 13
Poor 6
Very poor 0

Table No.: 4 Ambience and hospitality of Mc Donald’s

Figure no.-8: Ambience and hospitality of Mc Donald’s

The above bar graph shows that there are 25% respondents who feel that ambience

and hospitality of Mc Donald’s is excellent, 56% respondents rate the ambience and

hospitality of Mc donald’s as good, 13% respondents rate it fair and only 6%

respondents feels that the ambience and hospitality of Mc Donald’s is poor and no

one rate it as very po

Quality of service

Rating No. of respondents (in

%)
Excellent 31
Good 43
Fair 26
Poor 0
Very poor 0

Table No.:5 Quality of service

Figure no.-9: Quality of service

As far as quality of service is concerned, 43% respondents rates McDonald’s as good, 31%

respondents rates McDonald’s as excellent and 26% respondents consider quality of service of

McDonald’s is fair.

Different offers provided By Mc Donald’s

Rating No. of respondents (in

%)
Excellent 21
 Good 39
Fair 35
Poor 5
Very poor 0

Table No.: 6 Different offers provided By Mc Donald’s

Figure no.-10: Different offers provided By Mc Donald’s

The above bar graph shows that there are 21% respondents who feel that different offers

provided by Mc Donald’s is excellent, 39% respondents consider offers provided by them are

good, 35% respondents rate it fair and 5% respondents feels that the Mc donald’s does nit

provide good offers and rates it as poor.

Different varieties of product assortment

Rating No. of respondents

(in %)
Excellent 19
Good 45
Fair 24
Poor 6
Very poor 6
Table No.:7 Different varieties of product assortment

Figure no.-11: Different varieties of product assortment

It can be concluded from the above graph that 45% respondents finds the different varieties of

product assortment is good while only 19% respondents who finds the varieties of products

assortment excellent. 24% respondents rates the varieties of products assortment as fair and 6%

respondents finds the varieties both poor and very poor.

Affordability and value for money

Rating No. of respondents

(in %)
Excellent 32
Good 31
Fair 28
Poor 5
Very poor 4

Table No.:8 Affordability and value for money

Figure no.-12: Affordability and value for money

It can be concluded from the above graph that 32% respondents finds the affordability and value

for money is excellent while 31% respondents who find affordability and value for money

good. 28% respondents rates the affordability and value for money as fair.
Quality and hygiene of food

Rating No. of respondents (in

%)
Excellent 36
Good 38
Fair 19
Poor 7
Very poor 0

Table No.:9 Quality and hygiene of food

Figure no.-13: Quality and hygiene of food

It can be concluded from the above graph that 36% respondents says that food served there is

hygiene iand rates it excellent. 38% respondents who find the quality and hygiene good. 19%

respondents rates as fair and 7% respondents says quality of food is poor.

Delivery of food

Rating No. of respondents (in

%)
Excellent 29
Good 28
Fair 27
Poor 5
Very poor 0
Table no.:10 Delivery of food

Figure no.-14: Delivery of food

The above bar graph shows that29% respondents says that delivery of food in McDonald’s is

excellent and 28% respondents consider the delivery of food is good and 27% respondents rates

it fair and 5% respondents are not satisfied with delivery and rates it as poor.

Q4.Do you have to wait for long after you place your order at Mc Donald’s?

Waiting time No. of respondents (in

%)
Yes, every time 31
No,Never 25
Everytime 44

Table no.:11 waiting time

Figure no.-15 Wating Time

The bar graph represent that there are 31% respondents who says that they have to every time

wait after placing an order, 25% respondents says they never wait after placing an order and 44%

respondents says they sometimes wait for food.

Q5. Do you find the veg or non veg burger better?

Product No. of respondents (in

%)
Veg 36
Non veg 34
Both 30

Table no.:12 Product

Figure no.-16:Product

The above bar graph shows that 36% respondents find the veg product more better than non -

veg and 34% respondents find the non veg more better. 30% respondents find both the products

equally better.

Q6.How do you find the promotional strategies of Mc Donald’s?

Promotional No. of respondents (in

 strategies %)
Very effective 15
Effective 45
Average 32
Poor 6
Very poor 2

Table no.:13 Promotional strategies

Figure no.-17: Promotional strategies

The above bar graph shows that only 15% respondents find the promotional strategies of Mc

donald’s very effective, 45% respondents find the promotional strategies of Mc donald’s

effective, 32% respondents rate the promotional strategies as average, 6% respondents find their

promotional strategies as poor and 2% respondents find it very poor.

Q7.Are you satisfied with meal offered by Mc Donald’s?

Satisfaction level No. of respondents (in

%)
Yes 87
No 13

Table no.:14 meal offered by Mc Donald’s

Figure no.-18: Satisfaction level

This bar graph represents that 87% respondents are satisfied with meal offered by the Mc

Donald’s and only 13% respondents are not satisfied with meal offered by the Mc Donald’s .

Q8. Taking all the factors into consideration, what is your overall rating in respect of Mc
Donald’s?

Rating No. of respondents (in

%)
Excellent 29
Good 53
Fair 17
Poor 1
Very poor 0

Table no.:15 Overall rating

Figure no.-19: Overall rating

This bar graph shows the overall rating of Mc Donald’s. There are 29% respondents who rate the

Mc Donald’s as excellent, 53% respondents rate the Mc Donald’s as good, rating of 17%
respondents for Mc Donald’s is fair and only 1% respondent rate it poor. No one find he Mc

Donald’s as very poor

Comparative Analysis
Age group
Age group No. of respondents (in
%)

15 -25 85
25 – 35 8
35 -45 3
Above 45 2

Table no.:16 Age Group

Figure no.-20: Influence of promotional strategies on different age groups

From the above graph it can be concluded that there are 85% respondents between the age group

of 15-25 who are highly affected by the promotional strategies of McDonald’s. There are 8%

respondents between the age group of 25-35 who are influenced by the promotional strategies

and only 3% respondents lies between the age group of 35-45 and above 45 there are 2%

respondents who are influenced with promotional strategies.

Occupation
Occupation No. of respondents (in
%)
 Student 68
Housewife 15
Business 7
Service 9

Table no.: 17 occupation

Figure no.-21:Influence of different offers on occupation

It can be concluded from the above graph that there are 68% respondents who are students are

highly influenced with different offers provided by the McDonald’s as compare to housewives.

While business and service people are not very much influenced with different offers of

McDonald’s

Income group
Income group No. of respondents (in
%)

10,000 – 15,000 22
15,000- 20,000 22
20,000 – 25,000 28
Above 25,000 31

Table no.:18 Income group

Figure no.-22: Influence of affordability and value for money on differnt income groups
It can be concluded from the above graph that 31% respondents between the income group of

10,000- 15,000 are highly influenced with the affordability and value for money of McDonald’s

as compare to the respondents between the income group of 15,000- 20,000 and 20,000- 25,000.

Only 22% respondents are not very influenced with affordability and value for money of

McDonald’s.
Result of the study

It is found that the people between the age group of 15 -25 are more influenced by the

promotional strategies of McDonald’s as compare to people between the age group of

25- 35

McDonald’s has a better stand where on time delivery is concerned. 29% respondents are

satisfied with delivery of food.

68% respondents are students who prefer to go McDonald’s as compare to housewives,

Business and service people.

28% respondents said that the food provided by McDonald’s is hygiene. .

77% of respondents are satisfied with meals offered in McDonald’s.

Prices are very affordable in McDonald’s and Respondents between the income groups of

10,000 – 15,000 can easily afford its products.

Limitations

Limitations of the study so carried out by far might be in terms of various qualitative attributes

related to the project report.

Data insufficiency

A lot of questions were not answered by the respondent at the time of filling it which

resulted in big and significant limitations for the project since it hindered the actual and

true picture of the presentation.

Expertise to deal with the emerging issues

Because of the limited knowledge and thinking process we, students faced problem in

dealing with the emerging issues. As much as possible this problem was overcome by

taking the valuable advice from the respective guide s and other faculty members.

Limited area for study

The command area of the project was Connaught place. So the research covers the study

of customers only in Delhi and does not take the a view of the country as a whole or say

north India as a region.

Time period

The time period on the research is considerably less taking the nature and extensiveness

of the research problem into account.

 Data inconsistency and ambiguity

It was very difficult to make the respondents understand the significance of the survey.

Respondents answered the close-ended questions but the open ended questions were not

answered genuinely. A lot of respondents filled the questionnaire for the sake of filling

and did not pay due attention to the consistency elements.

Recommendations

Although McDonald’s has strived to maintain a good position of itself in the competitive market,

still there is lot of scope for improvement to go through.

McDonald’s should improve on developing products for all age groups instead of

concentrating on only young crowd.

They should improve on its delivery and promotional tactics. Delivery of food should be

more quick and fast.

They should try to provide the good infrastructure and better customer services.

They should emphasis on reducing the level of self service procedure.

More product ranges should be introduced

Most of the respondents said that they have to wait a long after placing an order. So

McDonald’s need to improve the quickness of services.

For maintaining its position at top in market, McDonald’s should make better strategies
Suggestions for improvement

The project report definitely has a further scope of improvement in following scope:

New geographical area can be taken out for carrying out the survey.

A comparatively bigger sample size might be considered.

Enhanced time frame for the carrying out of the project report.

A stricter check on incomplete and ambiguous information.

Additional viewpoints to the existing issue from different aspects and angles.

Use of more suitable and appropriate statistical tools to make the report more scientific

in nature.

More experts’ advice taken from the people not good but best at this.
BIBLIOGRAPHY

BOOKS REFERRED :-

 MARKETING MANAGEMENT – PHILIP KOTLER

 MARKETING RESEARCH - G.C.BERI

INTERNET SITES :-

 WWW.Mcdonald’s.COM

McDonald’s
 QUESTIONNAIRE

Name: ………………………………………………………………………….. Age:

………………………………………………….

Sex : ………………..Male ……………………Female Occupation:

………………………………………….

Income group: ……………….10000-15000 ……………………

15000-20000

………………..20000-25000
……………………...above25000

Q1.which one of them do you prefer?

a) Burger b) Pizza c) sandwich d) any other

Q2.Do you consider burgers as a healthy food product?

a) yes b) No c) Can’t Say

Q3. In connection with McDonald’s, we would like to know how you feel about it
please give your rating by marking only one against each item given below:

Excellent Good
Fair Poor very poor Ambience and hospitality of the McDonald’s 5(
) 4( ) 3( ) 2( ) 1( )

Quality of service 5( ) 4 ( )
3( ) 2( ) 1( )

Different offers provided by McDonald’s 5( ) 4( ) 3

( ) 2( ) 1( )

Different varieties of product assortment 5( ) 4( ) 3(

) 2( ) 1( )

Affordability and value for money 5( ) 4( ) 3(

) 2( ) 1( )

Quality and hygiene of food 5( ) 4 ( )

3( ) 2( ) 1( )

Delivery of food 5( ) 4 ( )
3( ) 2( ) 1( )

Q4. Do you have to wait for long after you place your order at McDonalds’?
 a) Yes, every time b) No, never c) Sometimes

Q5. Do you find the veg or non veg burger better?

a) Veg b) Non veg c) Both

Q6.How do you find the promotional strategies of McDonald’s?

a) Very effective b) Effective c) Average d) Poor

e) Very poor

Q7. Are you satisfied with the meal offered by McDonald’s?

Yes ( ) No ( )

If no, please
specify………………………………………………………………………………………………………
……………………

Q8.Do you have any suggestions to offer with respect to the meal?

Yes ( ) No ( )

If yes, Please
specify………………………………………………………………………………………………………
…………………

Q9. Taking all factors into consideration, what is your overall rating in respect of
McDonald’s?

Excellent Good Fair Poor

very poor

5( ) 4( ) 3( ) 2( ) 1( )

Q10. What suggestion/suggestions would you like to offer for improvement?

...........................................................................................................................

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Executive summary
Profile of the company
McDonald's Corporation is the world's largest chain of hamburger fast food restaurants,

serving more than 58 million customers daily. McDonald's restaurant is operated by either a

franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent,

royalties and fees paid by the franchisees, as well as sales in company-operated restaurants.

McDonald's revenues grew 27% over the three years ending in 2007 to $22.8 billion, and 9%

growth in operating income to $3.9 billion.

The business began in 1940, with a restaurant opened by brothers Richard and Maurice

McDonald in San Bernardino, California. Their introduction of the "Speedee Service System" in

1948 established the principles of the modern fast-food restaurant.

In India, Mc Donald’s is a joint venture company managed by two Indians, while Amit Jatia,

MD. Hardcastle Restaurants Pvt. Ltd. Owns and spearheads Mc Donalds in west & south India,

Mc Donald’s restaurants in north and east India, are owned and managed by Vikram Bakshi’s

Connaught Plaza Restaurants Pvt. Ltd.

Objectives:

“To study the satisfaction level of the customer with respect to McDonald’s

Scope of the study:

“To carry out the market survey of customer satisfaction level with respect to McDonald’s. for

this purpose the geographical area selected is Connaught place locality. Data is collected through

a questionnaire that is attached as Appendix A.”

Methodology:

Primary data
Data observed or collected directly from first hand experience. Primary data is the data which is

collected by the researchers directly from his observations and experiences. Primary data are

those data which are collected for the first time, taking a sample, representing a population. It is

problem specific data collected by the researchers himself/herself.

Primary data can be collected through questionnaire. The questionnaire can be classified in to

four main types:

(A) Structured non disguised questionnaire

(B) Structured disguised questionnaire

(C) Non-structured non disguised questionnaire

(D) Non-structured disguised questionnaire

For my market study, I have selected structured non disguised questionnaire because my

questionnaire is well structured, listing of questions are in a prearranged order and where the

object of enquiry is revealed to the respondents.

To making a well structured questionnaire, we have adopted three types of questions-

(a) Open ended questions

(b) Dichotomous questions

(c) Multiple choice questions

These types of questions are easy to understand and easy to give required answers.

Source of Primary Data

• Consumers

Secondary data

Secondary data means data that are already available i.e. they refer the data which have already

been collected and analyzed by someone else. When the researcher utilizes secondary data, than

he has to look into various sources from where he can obtain them, in this case he is certainly not

confronted with the problems that are usually associated with the collection of original data.

Sources of secondary data

• Websites

• Magazines and Newspapers

• Books on marketing and advertising

Tools Used:
For the analysis and presentation of Data, I have used Bar Graphs and Pie Charts in my

project.