A PROJECT REPORT ON TO UNDERSTAND THE CONSUMPTION OF THE MCDONALDS FOOD AMONG THE YOUTH

7/30/2019 A PROJECT REPORT ON TO UNDERSTAND THE CONSUMPTION OF THE MCDONALDS FOOD AMONG THE YOUTH

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NAGINDAS KHANDWALA COLLEGE OF MANAGEMENT

A PROJECT REPORT ON

TO UNDERSTAND THE CONSUMPTION OF THE

MCDONALDS FOOD AMONG THE YOUTH

SUBMITTED BY

AKASH MADHANI

Roll no. 320

Submitted to

Prof. Mona Bhatia

Section: Bachelor of Management Studies


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Acknowledgement

We would specially like to thank Prof. MONA BHATIA for giving

us this wonderful opportunity to work on project like this

This presentation would not be possible without the efforts, support

and the initiative of the group members. This research would not be

possible without the efforts, support and the initiative of all the interviewedmembers.

We would like to Thank all of them who made this research

possible..


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Table of Content

Sr.No Contents

1. Introduction

2. Research Methodology

3. Analysis and Interpretation

4. Conclusion

5. Recommedaion

6. Questionnaire

7. Bibliography


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1.Introduction

McDonalds InternationalMcDonald's is the leading global foodservice retailer. Currently 1.7 million people in 119 countries work for

Brand McDonalds. We serve 64 million customers each day around the world. More than 80 percent of

McDonald's 33,000 restaurants worldwide are independently owned and operated McDonalds operations

have steadily grown in the U.S., Europe, the Middle East, Asia-Pacific, Africa, Canada, and Latin America.

In the midst of global economic concerns, McDonalds has maintained a firm grasp on the industry because

our core strategy remains unchanged we continue to invest in our people and our Brand.

For more than 50 years, we have provided quality food, valued jobs, and meaningful charitable support to

the communities we serve.

And people everywhere have responded by making McDonalds the number-one foodservice retailer in the

world.

McDonalds IndiaThe McDonalds restaurants in Indiais much that is consistent with other McDonalds restaurants around the

world, such as the quality of the food and the attention to service. The dedication to local cultures is not newfor McDonalds. For the past 50 years, McDonalds has opened restaurants in more than 120 distinctly

different countries and cultures. With guidance from its local partners, McDonalds is ab le to adapt- where

necessary-its menu and restaurant operations to complement existing eating-out options. McDonalds local

owners understand what their customers want perhaps more importantly, what is acceptable within local

customs and values. There is much, too, that is very different- such as the first beef-less and pork-less menu

in the world and special product formulations to cater to Indian culture and palate. Vikram Bakshi, the joint

venture partner for McDonalds India, says We know the Indian culture, because we were born in it,

inherited its richness, and respect it greatly. It is the respect for this culture and the sentiments of many

of our customers, that we do not serve any beef and pork items in our restaurants. McDonalds

commitment to its Indian customers is evident even in development of special sauces that use local spices and

chillies. The mayonnaise and all other sauces are egg-less. In India, vegetarianism is in many cases morethan a lifestyle choice. Many people are vegetarians due to religious reasons, and in some cases even the

vegetarian product that has come into contact with a non-vegetarian product is unacceptable. Hence,

McDonalds India has also changed its operations to address the special requirements of our vegetarian

customers by having processes that ensure that a physical separation of veg and non-veg products is

maintained right from farm to the customer. Vegetable products are prepared separately, using dedicated

equipment and utensils. Also in India, McDonalds uses only vegetable oil as a medium for cooking..


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2.Research Methodology

Statement of the project

To understand the consumption of the McDonalds food among the youth.

Formulating the research problem

Unit of analysis-Youth

Characteristic of interest-Brand McDonalds in the minds of youth.

Environmental conditions-Increase in consumption of McDonalds food

among the youth

Objectives

To understand the brand mcdonalds among youth. To understand the factor affecting customer satisfaction. To understand consumption pattern of McDonald food. To understand the factors that motivates youth to visit McDonalds.

Extensive literature survey

Sources of data: The project is based on primary as well as secondary data

Books

Grinding it Out: The Making of McDonalds by Ray A. Kroc, Ray A. Kroc 1977.

McDonalds: Behind the Golden Arches by John F. Love John F. Love 1995.

Internet

It is a secondary source of data.

http://www.aboutmcdonalds.com

http://www.mcdonaldsindia.net

Survey

It is a primary source of data. The survey has been conducted on 100

people constituting of the youth to know their view point.


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Preparing the research design

Every project requires an action plan and a method for conducting the research.

The findings from this research are considered to be Conclusive. Further it

becomes a Descriptive Research design as it describe the consumption of

mcdonalds food amongs the youth in India. It is more formal and well structured.

Determining sample design

Sample type-Non Probability sampling

Sample size- 100 people

Sample Area- Borivli to Andheri

Collecting the Data

Survey methods used for the research are as follows:

Questionnaire is one of the methods of Survey in which 100 individuals we

interviewed the youth from colleges.

Personal Interview is the method used. As this topic is on hype some of thestudents were personally interviewed to know their view point.

Execution of the project

This project should be implemented in a systematic manner and on time.

The project should be implemented in a span of 6 months from now, i.e. June 2012

Analysis of Data& Interpretation

After the very task of collecting the data, now it is required to analyze the data from

every aspect. It was essential to present the relevant data in the correct form. Usage

of current information and graph is made in the project so to make it easier and

appropriate to understand.


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3.Analysis and Interpretation

Q1.Have you visited McDonald? Yes

No

Amongst the 100 student interviewed. 98 student have visited mcdonalds. Only 2 student have not

visited, resons given were they were jain and dont eat outside

98%

No

2%

Have you visited McDonald?

Yes

No


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Q2. How often do you visit at McDonald?

Once a year

Once a month Once a week

Every day

7 student told they visit mcdonalds once a year

67 student told they visit once a month

22 visited once a week Only 4 student visited mcdonalds every day

Once a Year, 7

Once a month,

67

Once a week,22

Every Day, 4

How often do you visit at McDonald?


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Q.3 Would you say that McDonalds is healthy?

Yes

No Cant say

28 student says mcdonalds is healthy

39 student told its not healthy

33 student told, they dont know

yes

28%

no

39%

can't say

33%

Would you say that McDonalds is healthy?


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Q.4 In a month, how much you roughly spend on there?

>100

100-500

500>

27 student spent around Rs.100 or less for macdonalds food

57 student spent around Rs.100-500 for macdonalds food

16 student spent around Rs.500 and more for macdonalds food

>100

27%

100-500

57%

500>

16%

In a month, how much you roughly spend on

there?


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Q.5 What time of the day do you prefer to eat there?

Breakfast

Lunch

Dinner

Snack

Any time when hungry

Desert

4 student told they have mcdonalds food during breakfast

20 student told they have mcdonalds food during lunch

12 student told they have mcdonalds food during dinner0 student told they have mcdonalds food during dessert

29 student told they have mcdonalds food during snack

52 student told they have mcdonalds food during any time when hungry

Breakfast

3%

Lunch

17%

Dinner10%

Dessert

0%

Snack

25%

Any time when

hungry

45%

What time of the day do you prefer to eat there?


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Q.6 Which is your favorite food at McDonalds?

Hamburger

Cheese burger

Freach fries

Other

82 student told they prefer hamburger i.e macaloo tiki, mac salad

25 student told they prefer cheese burger

31 student told they prefer having french fries

11 student told they prefer other thing like coke float, mcpuff

Hamburger

55%Cheeseburger

17%

French fries

21%

other

7%

Which is your favorite food at mcdonald?


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Q.7 which fast food join you prefer except mcdonal?

Subway

Dominos

Jumbo king

Other

32 student told prefer subway

49 student told prefer Dominos

32 student told prefer subway

6 student told prefer other like pizza hut, or joint that provide jain food

Subway

29%

Dominos

44%

Jumbo king

22%

Other

5%

Which fast food joint you prefer except

McDonald?


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Q.8 why do you eat at mcdonlds?

Taste

Cheap

Convienient

Other

64 student told they eat at mcdonld because it taste good

34 student told they eat at mcdonld because its cheap

12 student told they eat at mcdonld because its convienient

2 student told they eat at mcdonld for other reason

Tastes food

57%

Cheap

30%

Conveinient

11%

Other

2%

Why do you eat at McDonalds?


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Q.9 which area do u think needs the most improvement?

More space

Home delivery

Low space

No suggestion

45 student told they want more space

21 student told they want home delievery

17 student told they want low price

19 student told they had no suggestion

Most space

44%

Home delivery

20%

Low price

17%

No suggestion

19%

Which area do you think needs the most

improvement?


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Q.10 What are Unique Selling Proposition of the Mcdonalds?

Food

Quick service

Location

Price

11 student told food is the unique Selling preposition of mcdonalds

72 student told quick service is the unique Selling preposition of mcdonalds

28 student told location is the unique Selling preposition of mcdonalds

7 student told price is the unique Selling preposition of mcdonalds

Food

9%

Quick service

61%

Location

24%

Price

6%

What are Unique Selling Proposition of the

McDonalds?


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Q.11 Are you satisfied by the current product line or the menu at mcdonalds?

Yes

No

59 student told they are happy with product lineRest 41 student some more food product

Yes

59%

No

41%

Are you satisfied by the current product line

or the Menu at McDonalds?


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Q.12What do you think of the product prices?

Consumer friemdly

Average

Highly expensive

44 student told prices are consumer friendly

48 student told its average

While rest 8 student told its expensive

consumer friendly

44%

average

48%

highly expensive

8%

What do you think of the product price?


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Q.13Which type of food you prefer on McDonalds?

Single food

Combo food

58 student told they have combo pack

While rest 42 have single food

Single food

42%

Combo pack58%

13) Which type of food you prefer on

McDonalds?


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4.Conclusion

Mcdonalds is among the favourite fast food joint for the youth.

Normally students visit once a month at mcdonalds.

Student prefer normally to have snacks or any time whn hungry to have mcdonalds food.

Student dont know whether mcdonalds food is healthy or nor, but prefer it because of its

taste.

Youth normally spend around 100 to 500rs per month on mcdonalds food.

Youth prefer mcdonalds food because it taste good, followed by conveinient and low price.

5.Recommendation Mcdonalds should increase product line

Its should produce jain food as india has a large jain population

More combo meals should be introduce as Indian youth prefer having combo meals

Its should come up with dessert and breakfast food

Its should also come up with food that helps Indian youth to fill their stomach


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6.Questionnaire

Name: Age:

Profession:

1) Have you visited McDonalds?

a) Yes b) No

2) How often do you visit at McDonalds?

a) Year

b)

Once a month

c) Once a week

d)

Every day

3) Would you say that McDonalds is healthy?

a) Yes

b) No

c) Not sure

4) In a month, how much would you roughly spend there?

a) >100

b)

100-500

c) 500>

5) What time of the day do you prefer to eat there?

a) Breakfast

b) Lunch

c) Dinner

d) Dessert

e) Snack

f) Any time when

hungry

6) Which is your favorite food at McDonalds?

a) Hamburger

b) Cheeseburger

c) French fries

d) other

7) Which fast food joint do you prefer except McDonalds?

a)

Subway b)

Dominos


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c) Jumbo king d) other

8) Why do you eat at McDonalds?

a) tastes good

b) cheap

c) Convenient

d) other

9) Which area do you think needs the most improvement

a) More space

b) Home delivery

c) Low price

d) No suggestion

10) What are Unique Selling Proposition of McDonalds?

a)

Foodb) Quick service

c)

Locationd) Price

11) Are you satisfied by the current product line or the Menu at

McDonalds?

a) Yes b) No

12) What do you think of the product prices?

a)

Consumer Friendly

b) Average

c)

Highly Expensive

13) Which type of food you prefer on McDonalds?

a) Single food

b) Combo pack

Thank you


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7.Biblographuy

Books

Grinding it Out: The Making of McDonalds by Ray A. Kroc, Ray A. Kroc 1977.

McDonalds: Behind the Golden Arches by John F. Love John F. Love 1995.

Internet

It is a secondary source of data.

http://www.aboutmcdonalds.com

http://www.mcdonaldsindia.net

A PROJECT REPORT ON TO UNDERSTAND THE CONSUMPTION OF THE MCDONALDS FOOD AMONG THE YOUTH

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