FIELD STUDY REPORT

ON

Approach of young ladies towards fast food

like, McDonald.

Towards partial fulfilment of

Integrated Master of Business Administration
(IMBA)
School of Management, Babu Banarasi Das
University, Lucknow.
Guided by
Vimal Chandra Verma

Submitted by
Richa Sachan
IVth Semester
Roll no 1130675068

Session 2014 2015

School of Management

Babu Banarasi Das University, Lucknow.

Sector 1, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow, (U.P.) India
PREFACE
As a part of our course curriculum I had prepare a project report on any topic to get the
exposure to the particular aspects of business management.
I want to express my gratitude for the experience and practical knowledge that I earned. In
this project report I had presented my great experience in the form of words. In making the
project report theoretical knowledge was needed more than the practical which was given to
us by my professor in my institutes. In the market the experience relating to the practical
knowledge was very good.
The project flows logically consisting of a questionnaire.

Acknowledgment
As anyone who has written a project work, or research work. It is quite impossible to
acknowledgment by name of every individual who has played part in this work. I find it
difficult to express in words my profound sense of gratitude to most respected person who
has helped me to make this work possible.
I acknowledge my gratitude to respected faculty Mr. VIMAL CHANDRA VERMA

DECLARATION

I hereby declare that the project work entitled of APPROCH OF YOUNG LADIES
TOWORDS FAST FOOD LIKE MCDONALD
Submitted to the BABU BANARASI DAS UNIVERSITY, is a record of an original work
done by me under the guidance of Mr.Vimal Chandra Verma and this project work is
submitted in the partial fulfilment Integrated Master of Business Administration.
Richa Sachan

TABLE OF CONTENTS

SR.NO.

1.

2.

INDEX

PG.NO.

1-2

INTRODUCTION

OBJECTIVES

3.

COMPANY OVERVIEW

4-7

4.

RESEARCH METHODOLOGY

8-10

5.

DATA ANALYSIS

11-13

6.

FINDINGS

14

7.

CONCLUSION

15

8.

SUGGESTION
&

16

RECOMMENDATIONS
9.

BIBLIOGRAPHY

17

10.

QUESTIONNAIRE

18-19

INTRODUCTION
As customer taste and preferences are changing the market scenario is also changing from
time to time. Todays market scenario is very different from that of the market scenario before
1990. There have been many factors responsible for changing market scenario. It is the
customers changing taste and preference, which has bought in a change in the market. Income
level of the people has changed; life styles and social class of people have completely
changed now than that of olden days.
The study is based on a survey done on approach of young ladies towards fast food like,
McDonald. Fast food is the term give to food that is prepared and served very quickly,
popularized in the 1950 in the United States. While any meal with low preparation time can
be considered fast food, typically the term refers to food sold in a restaurant or store with
preheated or precooked Ingredients and served to the customer in a packaged from for takeout/take-away. The term Fast Food was recognized in a dictionary by Merriam-Webster
in 1951. The concept of ready cooked food for sale is closely connected with urban
development. In Ancient Rome, cities had street stands that sold bread etc. The typical fast
food meal in the United States includes a hamburger, French fries and soft drink.
McDonald is one of the worlds largest chain of hamburger fast food restaurants, had
quartered in the United States, the corporation was founded by business Ray Kroc in 1955
after he purchased the rights to a small hamburger chain operated by the eponymous Richard
and Maurice McDonald. The name McDonald is from the name of the brothers Richard
and Maurice McDonald, who founded the first McDonald. The McDonalds corporation is

the worlds largest chain of hamburger fast food restaurants, serving around 68 million
customers daily in 119 countries across 35,000 outlets. The company began in 1940 as a
barbecue restaurant operated by Richard and Maurice McDonald. In 1948, they reorganized
their business as a hamburger stand using production line principles. Businessman Ray Kroc
joined the company as a franchise agent in 1995. He subsequently purchased the change from
the McDonald brothers and oversaw its worldwide growth.
A McDonalds restaurant is operated by a franchisee, an affiliate, or the actual corporation
itself. The McDonalds corporation revenues come from the rent, royalties, and fees paid by
the franchisees, as well as sales in company-operated restaurants. In 2012, the company had
annual revenues of $27.5 billion and profit of $5.5 billion. According to a 2012 BBC report,
McDonalds is the worlds second largest private employer behind Wal-Mart - with 1.9
million employees, 1.5 million of whom work for franchises.
McDonald primarily sells hamburgers, cheeseburger, and chicken, French fries, breakfast
items, soft drinks, milkshakes and desserts. In response to changing consumer tastes, the
company has expanded its menu to include salads, fish, wraps, smoothies fruits and seasoned
fries.

Objectives

To study factors influencing fast food & shopping behaviour of young ladies.

To infer managerial implications

To study about key players in fast food industry.

To know awareness of customers towards McDonald.

COMPANY OVERVIEW

McDonald

About the McDonald From the name of the two brothers Richard and Maurice
McDonald, who found the first McDonalds.

Type - Public
Trade as NYSE: MCD
Dow Jones Industrial Average Component
S&P 500 Component
Industry Restaurant
Founded May 15, 1940 in San Bernardino, California;
McDonalds Corporation, April 15, 1995 in Des Plaines, Illinois.
Founders Richard and Maurice McDonald & Ray Kroc.
Headquarters Oak Brook, Illinois, U.S.
Number of location 35,000 + World Wide

Area served World Wide

Key people Andrew J. McKenna (chairman)
Don Thompson (president & CEO)
Steve Easterbrook (CEO from March 1, 2015)
Product Fast food (hamburger, chicken, French fries, soft drinks, coffee,
Milkshakes, salad, desserts, breakfast)
Revenue US $28.1057 billion (2013)
US $27.567 billion (2012)
Operating income US $8.7643 billion (2013)
US $8.6046 billion (2012)
Net income US $5.5859 billion (2013)
US $5.4648 billion (2012)
Total assets US $36.6263 billion (2013)
US $35.3865 billion (2012)
Total equity US $16.0097 billion (2013)
US $15.2936 billion (2012)
No of employees 440,000 (2013)
Website Global Corporate Website

McDonalds is a fast food, limited service restaurant with more than 35,000 restaurants in
over 100 countries. It employs more than four million people. McDonalds serves 70 million
customers per day, which is greater than the population of France. According to IBIS world,
in 2014 McDonalds had the largest share in the fast food restaurant industry of 17% in the
U.S. The closest competitor, Yum! Brands had a market share of 11%.
McDonalds food has been recognizing that junk food and unhealthy eating habits lead to
obesity. The movie Super Size Me revolved around this theme. What makes McDonald
food unhealthy? Fast food usually contains excess calories, sodium, empty carbs, and
unhealthy fasts
According to corporate Accountability International, the negative effect of eating fast food
includes cardiovascular disease, and cancer. A study conducted by the University of
California, Berkley, linked the risk of obesity to be 5.2% greater if a person lived near a fast
food restaurant. Beside McDonalds Burger King, Yum! Brands and Wendys are also popular
fast food restaurants. The restaurant industry can be accessed by investors through the Power
Shares Dynamic Leisure and Entertainment and the Power Share Dynamic Leisure and
Entertainment ETF.
According to the U.S. Department of Agriculture dietary guideline, its recommended that a
female between ages 14 18 with a sedentary lifestyle requires a daily minimum of calories
1,800 and a female with an active lifestyle requires a minimum of between 2,800 3,200
calories daily. Just one McDonalds meal provides 92% of calories requirement to a female
between ages 14 18 with a sedentary lifestyle. McDonalds has been focusing on
introducing healthier versions to its menu such as salad and wraps. It also has dedicated a
page to menu items with less than 400 calories. The healthy option consisting of a salad,
medium fries, diet coke, and dessert add up to 860 calories.

Various countries, especially in Asia, are currently serving soup. This local deviation from
the standard menu is a characteristic for which the chain is particularly known, and one which
is employed either to abide by regional food taboos (such as the religious prohibition of beef
consumption in India) or to make available foods with which the regional market is more
familiar (such as the sale of Mcrice in Indonesia, or Ebi (prawn) Burger in Singapore) In
Germany and other western European countries, McDonald sells meat pies, after the local
affiliate partially relaunched the Georgie pie fast food chain it bought out 1996.
Company values Companies in the restaurant industry, which investors can access through
the exchange traded funds like the power share dynamic leisure and entertainment and the
power share dynamic Food & Beverage, use various strategies to differentiate themselves
from the competition. McDonalds delivers an experience to its customer through its
trademark quality, service, cleanliness, and values (or QSC&V). To deliver this experience
it uses what it calls a PLAN TO WIN strategy supported by its three-legged stool
approach. Plan to win is a strategic initiative that focuses on customer experience through the
five Ps-People, Product, Place, Price and Promotion. Three legs being the owners or
operators, suppliers, and company employees. Without these three legs the stool won

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. In it we study the
various steps that are generally adopted by a researcher in studying his research problem
along with the logic behind them. It is necessary for the researcher to know not only the
research methods/techniques but also the methodology. Researchers not only need to know
how to develop certain indices or tests, how to calculate the mean, the mode, the median or
the standard deviation or chi-square, how to apply particular research techniques, but they
also need to know which of these methods or techniques, are relevant and which are not, and
what they mean and indicate. Researchers also need to understand the assumptions
underlying various techniques and they need to know the criteria by which they can decide
that certain techniques and procedures will be applicable to certain problems and others will
not. All this means that it is necessary for the researcher to design a methodology for his
problem as the same may differ from problem to problem.

Type of Research:
The research design of the project is descriptive as it describes data associated with the
population consume fast food of McDonald.
Descriptive research includes surveys and fact-finding enquiries of different kinds. The major
purpose of descriptive research is description of the state of affairs as it exists at present. In
social science and business research we quite use the term Ex post facto research for

descriptive research studies. The main characteristic of this method is that the researcher has
no control over the variables; he can only report what has happened or what is happening.
Most ex post facto research projects are used for descriptive studies in which the researcher
seeks to measure such items as, for example, frequency of shopping, preferences of people, or
similar data. Ex post facto studies also include attempts by researchers to discover causes
even when they cannot control the variables. The methods of research utilized in descriptive
research are survey methods of all kinds, including comparative and co-relational methods.

Data Collection Tools:

Data Collection Method
For this project report, primary as well as secondary data has been collected.

Primary Data has been collected through personal contact. For this purpose both
questionnaire and one on one interview was done with the consumer shop owner and
distributor and suppliers of the company.

Secondary Data was collected through articles, magazines, technical & trade and internet.
Data Analysis Analyzing codes to each question were awarded. Thereafter every
questionnaire was written. After which the data was analyzed.

Methodology for Research Problem

Sampling Technique
For my survey I used Simple Random Sampling. In this survey I tried to find out consumer
buying behaviour, there purchasing habit, their brand loyalty, there satisfaction level, do they
want any change in the product.

Sample Size

Sample of 50 people was taken in order to conduct the research.

Population
In accordance to the specified research universe is Lucknow city.

Research Instrument
Research instrument for the purpose of primary data collection was questionnaire. The
questionnaire was designed for the consumers to find out about their buying behaviour based
on fast food of McDonald, needs and preferences of customer and what they want in a
product and also the level knowledge about different product in market.

Data Analysis

Each question of the questionnaire was given a code

Each question was punched into excel worksheet forming a data base

Further the data was analyzed by using diagrams, graphs and charts

Finally an effort has been made to extract meaningful information from analyzed data, which
acted as a base for recommendation.

Limitations in Research
The survey is limited to Lucknow region only, so it cannot be generalized to all the cities.
The sample size is limited to 50 customers only.
Time is one of the major constraints.

At most care taken by the researchers to choose the correct information from the respondents
.

DATA ANALYSIS
1. Do you eat fast food?

15%
YES
85%

NO

INFERENCE-With the survey about fast food products result has been drawn about how
much people eat fast food. According to the data collection around 85% of the people eat fast
food whereas the rest 15% do not eat.
2. Which brand?

20%
YES
NO

80%

INFERENCE- In the pie chart given below we see thposition that 70% young ladies eat
McDonalds Products and remaining 30% do not eat.
3. Why you prefer above brand?

20%

10%

10%
60%

HYGIENE
TASTE
PRICE
QUALITY

INFERENCE-As the above chart show that 10% young ladies like to eat in McDonalds
because of hygiene, 60% taste, 20% quality and 10% price.

4. Which McDonald product you like?

20%
20%

15%

45%

CHICKEN BURGER
MC. ALOO TIKKI
FRENCHFRIES
OTHERS

INFERENCE-In the above pie chart we see the position of various McDonald
products which young ladies like to eat.
5. How frequently do you eat?

10%
30%

60%

WEEKENDS
MONTHLY
OCCASIONALLY

INFERENCE-As the above chart show that 60% ladies eat fast food in McDonald on
weekends, 30% monthly and 10% occasionally.

6. Do you find good quality service inside McDonald?

INFERENCE-From the survey 90% ladies like the service of McDonald and 10% ladies
dislike.

10%
LIKE
DISLIKE

90%

FINDINGS

From the survey conducted the following result has been draw
It has been find out that 85% people like to eat fast food and the rest 15% do not
prefer to eat. Among the people who like to eat fast food 70% people prefer to go to
McDonalds.
From the survey I had analysed that 60% people prefer to go to McDonald because of
taste, 20% because of quality, 10% because of hygiene, and 10% because of price.
45% customer like to eat Mc. Aloo tikki, 15% customers like to eat chicken burger,
20% like to eat French fries and the remaining 20% like other products served by
McDonald.
From the survey it has been finded out that 60% ladies eat on weekends, 30% likes to
go monthly, and 10% occasionally.
From the survey 90% ladies like the service of McDonald and 10% ladies dislike.

CONCLUSION
From the report we have come to the conclusion that McDonald is providing its customers
good quality food products. Though not wide but its product line is quite impressive. It

includes meals for both Vegetarian and Non-Vegetarian been rated as very good by its
customers in terms of Taste and Variety of food.
McDonald maintains its consistency in taste and quality. Customers are also satisfied with its
prices. Prices are affordable by all and McDonald also satisfies its customers by continuously
introducing value for money offers.
After the survey we get that mostly ladies go to McDonald on weekends.
Summarizing all points we conclude that the position of various McDonalds product young
ladies like to eat.

SUGGESTION & RECOMMENDATION

As it is obvious from the study the consumer buying behaviour on approaches of young
ladies towards fast food like McDonald. In this regard a few suggestions can be made to

give the regard boost to the marketing prospects of fast food like MacDonald. These can
be summed up as follows An attempt should also be made to make the McDonalds products more health
conscious.
It must be nearby locality.
An attempt should be made to improve basic service of delivery.

BIBLIOGRAPHY
BOOKS

Kothari, C.R. 2005 Research Methodology

Kotler Philip, 2005 Marketing Management

Marketing Management, ICFAI University press

MAGAZINES

Business today

Investor India

Business world

Economic times

Business standards

WEBSITES

www.wikipedia.org

www.slideshare.com

www.mcdonalds.com

QUESTIONNAIRE

AGE........................
GENDER....................
EDUCATION.............................
OCCUPATION.............
INCOME............

1. Do you eat fast food?

o Yes
o No
2. Which brand?
3. Why you prefer above brand?
o Quality
o Hygiene
o Price
o Taste
4. McDonald product you like?
o
o
o
o

Chicken burger
Mc. Aloo tikki
French fries
Others

5. How frequently do you eat?

o Weekend
o Monthly
o Occasionally
6. Do you find good quality service inside McDonald?
o Yes
o No