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

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 interviewed members. We would like to Thank all of them who made this research possible..

Table of Content

Sr.No 1. 2. 3. 4. 5.

Contents Introduction Research Methodology Analysis and Interpretation Conclusion Recommedaion

6.

Questionnaire

7.

Bibliography

1.Introduction McDonalds International

McDonald'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 India
The McDonalds restaurants in India is 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 new for 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 able 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 more than 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..

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.

 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 the students 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.

3.Analysis and Interpretation Q1.Have you visited McDonald?

Yes No

Have you visited McDonald?

No 2%

Yes No 98%

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

Q2. How often do you visit at McDonald? Once a year Once a month Once a week Every day

How often do you visit at McDonald?

Every Day, 4 Once a Year, 7

Once a week, 22

Once a month, 67

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

Q.3 Would you say that McDonalds is healthy?

Yes No Cant say

Would you say that McDonalds is healthy?

yes 28%

can't say 33%

no 39%

28 student says mcdonalds is healthy 39 student told its not healthy 33 student told, they dont know

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

>100 100-500 500>

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

500> 16% >100 27%

100-500 57%

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

Q.5 What

time of the day do you prefer to eat there? Breakfast Lunch Dinner Snack Any time when hungry Desert

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

Breakfast 3% Any time when hungry 45% Lunch 17%

Snack 25%

Dinner 10%

Dessert 0%

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 dinner 0 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

Q.6 Which is your favorite food at McDonalds?

Hamburger Cheese burger Freach fries Other

Which is your favorite food at mcdonald?

other 7% French fries 21% Hamburger 55%

Cheeseburger 17%

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

Q.7 which fast food join you prefer except mcdonal? Subway Dominos Jumbo king Other

Which fast food joint you prefer except McDonald?

Other 5% Jumbo king 22% Subway 29%

Dominos 44%

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

Q.8 why do you eat at mcdonlds?

Taste Cheap Convienient Other

Why do you eat at McDonalds?

Conveinient 11% Other 2%

Cheap 30%

Tastes food 57%

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

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

More space Home delivery Low space No suggestion

Which area do you think needs the most improvement?

No suggestion 19%

Low price 17% Home delivery 20%

Most space 44%

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

Q.10 What are Unique Selling Proposition of the Mcdonalds? Food Quick service Location Price

What are Unique Selling Proposition of the McDonalds?

Price 6% Location 24% Food 9%

Quick service 61%

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

Q.11 Are you satisfied by the current product line or the menu at mcdonalds?
Yes No

Are you satisfied by the current product line or the Menu at McDonalds?

No 41% Yes 59%

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

Q.12What do you think of the product prices? Consumer friemdly Average Highly expensive

What do you think of the product price?

highly expensive 8%

consumer friendly 44% average 48%

44 student told prices are consumer friendly 48 student told its average While rest 8 student told its expensive

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

Single food Combo food

13) Which type of food you prefer on McDonalds?

Single food 42% Combo pack 58%

58 student told they have combo pack While rest 42 have single food

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

6.Questionnaire Name: Profession: 1) Have you visited McDonalds? a) Yes 2) How often do you visit at McDonalds? a) Year b) Once a month Age:

b) No

c) Once a week d) Every day

3) Would you say that McDonalds is healthy? a) Yes c) Not sure b) No 4) In a month, how much would you roughly spend there? a) >100 c) 500> b) 100-500 5) What time of the day do you prefer to eat there? a) Breakfast e) Snack b) Lunch f) Any time when c) Dinner hungry d) Dessert 6) Which is your favorite food at McDonalds? a) Hamburger c) French fries b) Cheeseburger d) other

7) Which fast food joint do you prefer except McDonalds? a) Subway b) Dominos

c) Jumbo king 8) Why do you eat at McDonalds? a) tastes good b) cheap

d) other

c) Convenient d) other

9) Which area do you think needs the most improvement a) More space c) Low price b) Home delivery d) No suggestion 10) What are Unique Selling Proposition of McDonalds? a) Food c) Location b) Quick service d) 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 c) Highly Expensive b) Average Which type of food you prefer on McDonalds? a) Single food b) Combo pack

13)

Thank you

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