Consumer Preference Towards Mcdonald’s

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My dissertation is on the topic CONSUMER PREFERENCE TOWARDS MCDONALD’S. It talks about the fast food sector to which McDonald’s belongs competitors, threats and the costumer satisfaction and preference towards MCDONALD’S outlet in DUBAI. McDonald’s is a part of McDonald’s Corporation US. As a part of our research work are trying to understand the costumers satisfaction level and preference which can fulfill all the costumer needs which will be further classified n further discussed in the report. Our basic object of this research work is to study the level of costumer satisfaction n preferences towards McDonald’s in DUBAI, buying behavior of the people living in DUBAI and thus listing out the short comings and drawing out conclusions according to the present needs of the consumer .As it’s said that “CUSTOMER IS THE KING” so all his/her needs have to be catered to.

Chapter 1 Introduction

Founded in 1955 by RAY KROC McDonald’s cooperation today is known around the world as an icon of American lifestyle, marketing billions of hamburgers around the world. McDonald’s is the largest and best known global food services retailer 31000 restaurants across 117 countries. Yet on any one day, even as a market leader, McDonald’s serves less than 3% of the world’s population. Its outstanding brand recognition, experienced management. High quality food, site development expertise, advanced operational systems and unique global infrastructure position it to capitalize on global business opportunities. McDonald’s plan to extend its leadership position through great tasting food, superior service; everyday value and convenience have made it a well known brand name around the world. Its effort to increase market share and profitability and costumer satisfaction has produced high returns to shareholders, a compound annual return of 24% over the past 10 years.

McDonald’s Vision

McDonald’s vision is...
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