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THE

SPB

COLLEGE

OF

BUSINESS

ADMINISTATION

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PRESENTED BY:

UTTARA NAIR - 65

RICHA PATNI - 89

SUBMITTED TOMRS DAISY SHEBY THEKKANAL

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A

PRESENTATION

OF

RESEARCH METHODOLOGY

ON

THE CUSTOMER

SATISFACTION OF MCDONALDS

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RESEARCH OBJECTIVE

Objective of the survey:To find out the customer satisfaction

of McDonalds and the perception of McDonalds in the minds of thecustomer.

Methodology:

Primary data was collected as it gives first handinformation and also the data can be adjusted according to the needs. The

tool used was the questionnaire method. This method was chosen as itobtains standardized results that can be tabulated and treated statistically.

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Sample:We conducted a survey of around 100 customers of McDonalds. The profile was mainly

distributed in 3 categories:

Categories

Number of Customer Interviewed

Below 15 years

7- customers

Between 15 years to 25 years

29 customers

Above 25 years

14 customers

Processing of Data: The data collected from the questionnaires were tabulated and data's arenot represented in percentage. For e.g.: Out of 50 customers, 48 are veg and 2 are non-veg , thedata is presented in same way.

RESEARCH CRITERIA

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2. What is your source of information aboutMcDonalds?

Analysis-20 respondents got information about McDonalds from friends,17got from advertisements and commercials,6 from other sources other thanthe options and 5 respondents got information from websites.

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3. How frequently due you visit McDonalds?

Analysis- maximum no of respondents visits McDonalds monthly

and yearly visits were minimum.

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4.What do you prefer to have from McDonalds?

Analysis- 38 respondents like vegetarian food. while non vegetarianfood is preferred by 6 people and only 4 people preferred both kind of

foods.

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5. What do you feel about the different services provided byMcDonalds?

Analysis- maximum people rated that food quality is good, customerservice is good, infrastructure facilities are good and parking facilities gotthe lowest ratings as fair.

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Analysis- maximum people find varieties of food satisfactory and

minimum find it as okay.

6. Do you find the product varieties satisfactory?

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7. Did the French Fries issue make you hesitant

from visiting McDonalds?

Analysis-17 respondents said No to this question. They felt that aMulti-national company like McDonalds would never make such a big

blunder in a religious country likes India.

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8. Are you aware about the different schemesprovided by McDonalds?

Analysis- The is a very minute difference in ratio between therespondents who were aware and not aware about different schemes.

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9. Have you ever used the discount coupons andschemes provided by McDonalds?

Analysis- Though 28 respondents are aware about the schemes , theseschemes is only used by 17 respondents.

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10. The price ranges of products in McDonaldsare?

Analysis- All the 48 respondent feels that the price ranges of all theproducts are average.

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11. Why havent you visited McDonalds?

Analysis- Only two respondents have not visited McDonalds becauseof distance from residence.

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suggestions

Parking facilities should be developed. Non veg products should be included.

Self service should be removed

Varieties of burgers should be increased.

More outlets. Non- veg and veg products should have different

departments. Home delivery service should be provided.

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Recommendations based on the survey are:

More items should be added to the product line, especially in the vegetarian category.

The prices need to be slashed down. The french fries, chicken burger and the vegburger are the most popular items, so their process can be reduced to attract morecustomers.

The advertisements can also focus on the hygiene factor of McDonalds, for e.g.:McDonalds can stress on the fact that they do not serve any burger, which has beenprepared but not consumed for 10 minutes.

The peak time management should be improved. More counters should be openedduring the peak hours.

The music played at the outlet should not be outdated.

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