primary and secondary tools used for research in analyzing customer preference of Mc'donalds

1. Customer Preference of
Mc Donald’s
Submitted by:
1. Puneet Khosla
2. Karishma kathpal
3. Ankit singh
4. Ishaan

2. Motivation and literature review
• Planning to open a fast food restaurant in India.
• The food industry is on a high as Indians continue to have a feast. Fuelled by
what can be termed as a perfect ingredient for any industry – large disposable
incomes – the food sector has been witnessing a marked change in consumption
patterns, especially in terms of food.
• In addition to these, apparently some of the best known international food
chains are looking at India. Among them are Great American Disaster, The
Burger King, Mexican food chain Tacogrill, Move-n-pick, etc. are some of them to
name.
• At present all these players are fighting for a small pie, as fast food is really not a
big habit with Indians, but they see a big potential.

3. • The players are fighting on products, pricing,
positioning and trying to convert their first trials
into regular purchase by providing delightful
service quality. The focus is on product quality
and standardization on taste. Consistency is the
key, as its standardization in fast food as the
consumer is short on time and wants to satisfy
his taste buds with a consistent taste experience.
• However, with competition hooting up most
chains are increasing reach as well as working on
establishing a national presence. . This prompted
our team to take up a research on “Customer
taste and preference of Mcdonalds”

4. Objectives
• To do customer value analysis which includes identifying the major attributes
that customers value in a fast food chain restaurant, assessing the quality of the
different attributes.
• To shed light on different aspects that a service based food chain must follow in
order to increase its market share and for being on a continuous growth stream.
• To identify different MARKETING STRATEGIES that an aggressive
company like McDonald’s follow in order to establish itself in a local market
and increasing sales by being in customer’s mind and heart.
• To find out the perception of McDonald’s in the minds of the customer.

5. Methodology and Data Collection
There are two sources of data collection
1. Primary
2. Secondary
Primary data
Primary Data in this project will be collected through two methods,
namely, QUESTIONNAIRE METHOD and DIRECT PERSONAL INTERVIEW
METHOD. Both these methods proved to be of great help in getting the
required information.
Secondary data
It is not possible to collect first hand information for each & every thing
so, secondary data from various sources like Internet, Information from
television channels like CNBC, Z Business, NDTV Profit etc. and Indian
Infoline website were used.

6. methodology
Online search for purpose of our research
Search for background of our topic
Identifying the sample size and primary tools
Collection of raw data

7. Primary tools
Primary tools
1. Survey –About the products to be bought. Needs,
Wants, Preferences and shopping habits of the
customers.
2. Questionnaire- consist of 10 t0 15 questions. We
will conduct it online as well as offline
3. Interview- a face to face conversation with
respondents. It will be both in-depth questioning as
well as follow up questioning.
4. Observation- judging the normal shopping
behavior of the tourist.

8. Plan Of Research
• To identify the relative factors being
considered as vital by the Customers when it
comes to choosing.
• To understand the various demographic
features among the Customers and their
different needs.

9. • Going through the available literature on
the internet and data available.
• Collecting data from questioners and
interview done regarding the current
sentiments of the consumer.
• Quantifying the collected data and look for
research gaps.

10. Thank you