The topic is selected to analyze the satisfaction levels of the customers towards McDonald’s products. The topic is aimed at understanding the consumer’s satisfaction. 2) Introduction to McDonalds Corporation :-
McDonald’s Corporation is the world’s 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. McDonald’s Restaurants are found in more tha n 119 countries
and territories around the world and serve nearly 47Million customers each day. McDonald’s operates over 31,000 restaurants worldwide, employing more than 1.5 million people. Thecompany also operates other restaurant brands, such as Piles Café and has a minority stake inprêt a Manger. McDonald is one of the world’s chain of hamburger fast food restaurants, serving nearly 47 million customers daily.
A McDonald’s restaurant is operated by a franchisee, an affiliate, or the corporation itself. Thecorporation’s revenue comes from the rent, royalties and fees paid by the franchisees’ as well as sales in company-operated restaurants.
McDonald’s in India :
McDonald’s has continually adapted to the customer’s tastes, value system, lifestyle, language and perception. Globally McDonald was known for its hamburgers, beef and pork burgers. MostIndians are barred by religion not to consume beef or pork. To survive, the company had to beresponsive to the Indian sensitivities so McDonald came up with chicken lamb and fish burger tosuite the Indian palate.Indian has a huge population of Vegetarians. To cater to this customer segment, the companycame up with a completely new line of Vegetarian items like Mc veggie burger and Aloo Tikki.
3)Introduction of customer satisfaction:-
✔Customer satisfaction, abusiness term, is a measure of how products and servicessupplied 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, customersatisfaction 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 increasedbargaining power. 4) Objective:-
To study the problems faced by the customers in variety in product. ✔
To analyze the self service.
To study the expect
ation of consumer in McDonald’s
To measure quantities offered in the product
To obtain suggestions for improvements in the product.
To study the customer affordability in McDonald
5) Scope of the study:-
With the help of this project, we can come to know the psychology of consumers stayingin the urban areas of LUCKNOW ✔
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 thesatisfaction level of the consumers. ✔
The study also helps to obtain suggestions regarding improvement in product and service.
6) Review of the literature:-
Concept for this survey have been developed after studying previous surveys on consumer satisfaction atdifferent sectors such as Banking sector,online share trading.Following websites can be referred: Research conducted by Bain & Company found that an increase of 5% in customer retention can increase profits by 25% to 95%. The same study found that it costs six to seven times more to gain a new customer than to keep anexisting one. Additional researches has shown that:- "US companies lose 50% of their customers every 5 years."
Source: Bain & Company
"Happy customers tell 4 to 5 others of their positive experience. Dissatisfied customers tell 9 to 12 how bad itwas."
Mark Stevens, Author
"Companies that make customer service a high priority see twelve times the return on sales than...