One world, One Burger

CONSUMER
BEHAVIOUR
AND
By:
CUSTOMERAashka Humble

LISTENING
Riddhi Waddhvani

Ankita Arora

Shivi Shrivastava
Shruti Mehrotra

INTRODUCTION

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Market
Research

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n

McDonalds
McDonalds - global fast food giant
Started by 2 Richard & Maurice
McDonalds
34000 restaurants in 122 countries
Entered India in Oct 1996
Operates on franchising model

You Deserve A Break Today

Consume
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Behavior

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Market
Research

Product Range
Fries

Soft
drinks

Coffee

Wraps
Burgers

Milk
shakes

Desserts

McDonald makes your day

Conclusio
n

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Competitors

Nobody can do it like McDonalds can

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on

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Research

Segmentation
Demographic Segmentation
Kids

Family

Students

Psychographic Segmentation
Convenience

Lifestyle

Behavioral Segmentation
Occasions

McDonalds and You

Conclusio
n

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n

Positioning
Positioning
Place
foron
AllKids
Family
Restaurant

Have you Had your Break Today?

CONSUMER BEHAVIOR

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Consumer Behavior
Factors

McDonald Targets Them ALL!!!!

McDonald Does It All For You

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Research

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Consumer Behavior
Factors
No Beef and Pork

Only Veg Restaurants

Pakka Indian Hai

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Consumer Behavior
Factors

McDonalds, Its not what you had in mind

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Consumer Behavior
Factors
Promoted as a Family
Restaurant

Kids Play Area

Partying Area

Its a Good Time for the Great Taste of McDonalds

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Consumer Behavior
Factors

What You Want is What You Get

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Consumer Behavior
Factors
Value for Money

Place for All

Theres a little McDonalds in Everyone

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Consumer Behavior
Factors

Good Time, Great Taste, Thats Why This is My Place

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Consumer Behavior
Factors
Apna Jahan Tumne Paaya, McDonalds Mein Mann
Muskuraaya
McDonald's Mein Hai Kuch Baat
Kabhi Kabhi Baat Paison Ki Nahi, Khushiyon Ki Hoti Hai

We Love to See You Smile

MARKET RESEARCH

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Research Objective
To understand consumer behaviour
pattern
To access how consumers perceive
McDonalds

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Research Plan
Research
Approach

Survey Research

Research
Instrument

Questionnaire

Sample Unit

College Students

Sample Size

105

Contact Method

www.monkeysurvey.
com

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Questionnaire

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Research Analysis
Gender
80
60
40

Series 1
67.6

20
0

32.8
Male

Female

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Research Analysis
When you want to have meal in a fast food restaurant, will McDonalds come to your mind as the first choice?

80

71

60
40

34

20
0
Yes

No

Series 1

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Research Analysis
What pulls you to McDonald's outlet?
Cheap and
Affordable

7.41 5.56
1.85
46.3
16.67
22.22

Yummy Taste
Proximity
Product
Assortment
Good Customer
Service
Discount/Coupon
s

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Research Analysis
What McD item do you prefer the most??
Burgers

24
8
22.22

46.3

Desserts/cold
drinks
Puffs and Wraps
Fries and Nuggets

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Research Analysis
I often visit McDonald's with
Family

4.76
64.76

20.95
9.52

Girlfriend/Boyfrie
nd
"
" Friends
Alone

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Research Analysis
I prefer going to McDonald's for
60
50
40 22.85
30
20
10
0

49.52
13.33

14.2
Series 1

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Research Analysis
How often do you go to McDonald's?
Series 1
30
25
20
15
10
5
0

24.76 26.66

My Favourite

20

19.04
9.52

Weekly

Fortnightly

Monthly

Rarely

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Research Analysis
How much do you usually spend on one meal in McDonalds?
50

40.92

40

30.46

30
20
10
0

7.6

Series 1

13.33
7.6

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Research Analysis
Which type of McDonalds promotional advertising catch your eye?

45%

7% 5%
18%
4% 22%

Internet
Billboard
Newspapers
Posters
Magazines
TV

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Research Analysis
Which method of feedback do you consider convenient at McDonald?
70
60
50
40
30
20
10
0

Series 1

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Research Analysis
Which method of feedback do you consider convenient at McDonald?
70
60
50
40
30
20
10
0

Series 1

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Research Analysis
70
60
50
40
30
20
10
0

Strongly Disagree
Disagree
Agree
Strongly Agree

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Research Analysis
70
60
50
40
30
20
10
0

Get Influenced by Promotional Activities

Strongly Disagree
Disagree
Agree
Strongly Agree

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Research
Limitations
Sample includes only students aged 20-28
yrs
Relatively small sample size

Data collection restricted to online survey

CONCLUSION

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Conclusion
Emerged as a Place For All
Pakka Indian initiative is not well known
and accepted
Value for Money is the major customer pull
factor
Advertising does create an impact;
Advertise more
Feedback process needs to be carried more
actively

Acknowledgement
Our sincere thanks to SurveyMonkey.com
for providing a platform to create and
analyse our market research questionnaire
and to all the respondents for participating
in

our

survey.

We

truly

value

the

information received.
A note of gratitude to sir for guiding and
assisting

us

in

wading

Challenges of Marketing.

through

the