Consumer Preference Towards Mcdonald’s

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Abstract

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

1.1 INTRODUTION OF THE COMPANY:
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 to offer the world’s best and quickest service restaurant experience to its costumers all over the world. Being best in the business means constantly satisfying costumers better than anyone else through outstanding quality, service, cleanliness, and value. Supporting this vision are five global strategies being pursued by McDonald’s worldwide. Developing its personnel at ever level of organization, beginning in its restaurants. Constant innovative in its menu, facilities, marketing, operations, and technology. Expanding its global mindset by sharing best practices and leveraging their best people and technology resources around the world. Long term re-invention of the category in which it competes and the development of other business and growth opportunities. Continue the successful implementation of changes.

McDonald’s U.A.E

IN 1994, Emirates Fast Food Company acquired the McDonald’s franchise in the U.A.E.Based on the agreement the 100%local company owns and operates all McDonald’s restaurants across U.A.E.Since establishing the first restaurant in AL GHURAIR CITY, McDonald’s UAE has been an active player in the local community, and a solid supporter of its economy; sourcing around 80% of its supplies from local and regional suppliers in the ARAB world. Through its geographical expansion across the EMIRATES, McDonald’s UAE is committed to serve high quality products to it costumers in pleasant family atmosphere!!

1.2 Introduction to research problem

MOTIVE:
The basic motive of preparing this report is to study the consumer preferences towards McDonald’s in DUBAI and to know about the BUYING BEHAVIOR of consumers for McDonald’s.

OBJECTIVES:
The objective of the report is to study the consumer preferences towards McDonald’s in DUBAI and also to analyze the buying behaviors of Burgers by the people living in DUBAI.

SCOPE:
This report to some extend will tell us about the success of McDonald’s in DUBAI and also about the various other fast food...
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