Case study

on
mac Donald
Research Methodology of Mac Donald
TITLE OF THE STUDY :-


A study of the Marketing Strategies of
McDonalds with special reference to Ahmadabad.
OBJECTIVE OF THE RESEARCH

The basic objective of this project is to perform a thorough
market analysis of McDonalds along with a detailed analysis
of its marketing strategies with special reference to
Ahmadabad.

The analysis incorporates market segmentation, company
analysis, competitor analysis, market analysis, corporate
strategies and our recommendations...

PROBLEM STATEMENT
There has been a drop in the percentage of consumers in
Ahmadabad where McDonalds had penetration for its
products.

This study is intended to find out the factors that influence the
buying decision of the consumers of McDonalds products.

SCOPE OF THE STUDY

The scope of the study is limited solely to the markets visited by the
researcher for the purpose of research.

This may hence not be a total reflection of the whole population of
McDs consumers.

SOURCES OF DATA
Primary sources: The primary data was collected through
questionnaires. They were filled using the scheduled method of
data collection by the researcher.

Secondary sources: The secondary sources were used only for
collecting information regarding the sample, they were however
not used for analysis.
Cont...
In- Depth interviews: IDIs were conducted across 8 people. 4 of
these were students from the GSIMR campus and 4 were executive
class. The purpose of these interviews was to understand the
consumer, to know their buying processes and to know what the
users considered as important.

Focused group discussion: A FGD of 5 people was conducted. It
consisted of youngsters between the ages of 20-26 with 3 males
and 2 females. The objective of the discussion was to understand
the attributes that the consumers of McDonalds products values
and to know their perceptions about various brands.
Analysis
The data was collected from within the campus and outside the
campus. Around 100 responses were collected in all.

Some of the responses were not complete and in all 80 responses
70 offline through questionnaire and 10 online were selected.

DATA ANALYSIS & INTERPRETATION:

1. What is your Gender ? Male/Female 2. Which age group are you from ?
a) 15-19 b) 20-24 c) 25-29 d) 30-34
e) 35-39 f) 40+
male
45%
female
55%
male female
15-19 year
19%
20-24year
31%
25-29year
13%
30-34year
12%
35-39year
12%
40+year
13%
15-19 year 20-24year 25-29year 30-34year 35-39year 40+year
Cont...
3. Is McDonalds your favourite fast food chain ?
o Yes/No
4. What is the reason for your answer to question no. 3 ?
a)Price b)Accessibility c)Food Quality d)Advertisement
e)Atmosphere f)Ethical Issues
yes
77%
no
23%
yes
no
prise
13%
Accessibility
13%
food qality
47%
Advertisement
9%
Atmosphere
18%
prise Accessibility food qality Advertisement Atmosphere Ethical issues
Questions ?