MC donalds in pune

1. Market research
On
Mc Donalds
Submitted to:
Mr. M .V Kulkarni

3. Report by :
Shalu singh
Mallesh
Vikas nagvanshi
Bhaskar dabral
Gopal saklani
Dola sammader
Gaurav Prasad
Navneet joshi
Santosh
Jitendra
Abhishek gandotra

4. 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

5. 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 Mac
Big N Tasty
Big N Tasty w/ Cheese
Quarter Pounder w/ Cheese
Double Quarter Pounder w/ Cheese
Crispy Chicken
Chicken Mc Grill
Filet-O-Fish
Double Cheeseburger
Cheeseburger
Hamburger
Chicken Mc Nuggets (4)
Chicken Mc Nuggets (6)
Chicken Mc Nuggets (9)
Mc Salad Shaker Chef Salad
Mc Salad Shaker Garden Salad
Mc Salad Shaker Grilled Chicken Caeser Salad
Main McDonalds Side Dish Menu
Small French Fries
Medium French Fries
Large French Fries
Super Size French Fries
Main McDonalds Breakfast Menu
Egg Mc Muffin
Sausage Mc Muffin
Sausage Mc Muffin w/ Egg
Bacon, Egg & Cheese Biscuit
Sausage Biscuit
Sausage Biscuit w/ Egg
Ham, Egg & Cheese Bagel
Sreak, Egg & Cheese Bagel

6. Spanish Omelet Bagel
Sausage Breakfast Burrito
Big Breakfast
Deluxe Big Breakfast
Hotcakes & Sausage
Apple Danish
McDonalds Dessert Menu
Baked Apple Pie
Strawberry Sundae
Hot Fudge Sundae
Hot Caramel Sundae
Vanilla Reduced Fat Ice Cream Cone
Oreo Mc Flurry
M & M Mc Flurry
Butterfinger Mc Flurry
Fruit n Yogurt Parfait
Fruit n Yogurt Parfait - snack size
McDonald land Cookies
Fresh Baked Cookies
McDonalds Beverage Menu
Thick n Creamy Shake - Vanilla, Chocolate or Strawberry
Coca-Cola, Diet Coke or Sprite
Coffee
Tea
Orange Juice
1% Milk

7. OBJECTIVES :
 Question no. 1, 2 &3
To determine the major segment of the consumer visiting McDonald and to
know their time availability.
 Question no. 4 & 5
To know the purpose of visit of customer to McDonald and their frequency.
 Question no. 6 & 7
To know features consumers are looking for in McDonald products and
preferred mode of payment.
 Question no. 8 and 9
To know the price-sensitivity of consumers.
 Question no. 10 and 11
To find out consumer expectation and product penetration.
 Question no. 12
To know with whom consumer want to visit.

8. 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.

9. 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.

10. 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 share
2005 19117 23%
2006 20895 25.6%
2007 22787 27%
COLUMN CHART

11. 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 questionnaire
1)
Samples Percentage of sample Total(out of 77 sample)
%
Student 58.44 45

12. Housewife 2.6 2
Working man/woman 38.96 30
Retired 0 0
2)
House
answer by sample Student% Working man/women wife Retired person Total
yes 51.11 16.67 0 0 36.36
No 11.11 6.67 0 0 9.09
Some 37.78 70 100 0 51.94
Often 0 6.67 0 0 2.6
3)
House
answer by sample Student% Working man/women wife Retired person Total
Mc Donald 68.89 70 50 0 68.83
Barista 6.67 16.67 0 0 10.39
CCD 17.78 10 0 0 14.29
Pizza Hut 6.67 3.33 50 0 6.49
4)

13. Student% Working man/ House
answer by sample women wife Retired person Total
Enjoy 20 10 0 0 15.58
Have Snacks 4.44 6.67 50 0 6.49
Time pass 4.44 26.67 0 0 12.99
Enjoy + Snacks 71.11 56.67 50 0 64.94
5)
House
answer by sample Student% Working man/women wife Retired person Total
Once a week 48.89 46.67 50 0 48.05
Twice a week 22.22 16.67 50 0 20.78
Once a Month 24.44 26.67 0 0 24.68
Daily 4.44 10 0 0 6.49
6)
House
answer by sample Student% Working man/women wife Retired person Total
Quality 24.44 36.67 50 0 29.87

14. Price 2.22 3.33 50 0 3.9
Variety 13.33 0 0 0 7.79
Hospitality 8.89 6.67 0 0 7.79
all above 51.11 53.33 0 0 50.65
7)
House
answer by sample Student% Working man/women 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 Working man/women House Retired person Total
wife
Student%
Consistent with 48.89 43.33 50 0 46.75
same
Switch to other 15.55 10 0 0 12.95
brand
Reduce the visits 33.33 26.67 50 0 31.11
Increase the visit 2.22 20 0 0 9.09

15. 9)
Working man/women House Retired person Total
wife
answer by sample Student%
Consistent with 40 46.67 50 0 42.86
same
Switch to other 11.11 6.67 0 0 9.09
brand
Reduce the visits 8.89 3.33 0 0 6.49
Increase the visit 40 43.33 50 0 41.56
10)
Working man/women House Retired person Total
wife
Student%
Music/t.v 44.44 40 0 41.56
Waiter service 42.22 50 50 45.45
Quality 11.11 6.67 50 10.39
improvement
others 2.22 3.33 0 2.60
11)

16. answer by sample Working man/women House Retired person Total (%)
wife (%)
Student%
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)
Working man/women House Retired person Total
wife
answer by sample Student%
Parents 4.44 6.67 0 0 5.20
Friends 71.11 46.67 0 0 59.74
Girlfriends/boyfrien 22.22 40 0 0 28.57
ds
Wife/husband 2.22 6.67 100 0 6.49

17. Conclusion

18. Recommendations
Most 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.