Y




 
 
 

SUBMITTED TO :- NEHA MAM

SUBMITTED BY :- AMIT BHIMANI

SARITA DIXIT
ANKIT THAKKAR
TANVI MADAN
  

 


M McDonald·s began operations in India in 1996.

M McDonald·s has achieved tremendous brand

success in India.

M A McDonald·s store gets an average of 3,000

walk-ins every day in each of its 165 restaurants
in India.

M Sales from state of Gujarat contributes nearly

10 per cent of the total revenue's in India.
Y
M Mc Donald·s is looking to invest Rs350 crore in
Gujarat over next four years.

M Hence through this project we will try to study

the brand equity which the consumers have
associated with Mc Donald.

 Y


M SAMPLE SIZE ² 30

M AREA ² SOMLALIT COLEGE

M DEMOGRAPHICS ² College going students

within the age group of 18 ² 26 years

M RESEARCH METHOD ² Questionnaire filling


 Y
M To rule ouy salience Consumers were asked to
name top 5 fast food outlets which came to their
mind.

M 38% could recall Mc Donald

M While 62.5% could recall as Mc Donald as one

among the 5 food outlets which came to their
minds.

M When unaided form of recalling the brand was

tested 83% could recall Mc Donald easily.
YY

M Hence it can be successfully concluded that
people are well aware about the brand.

M It has been able to gain a share of mind

successfully.

M 100% people could easily recogonize its logo.

M Thus Mc Donald as a brand can be easily

recalled and recogonized.
 Y 



M The consumers were asked to rank the
following parameters as excellent, very
good, good, fair and poor.

M 80 -85% of customer find quality, taste,

services, price, location and ambience
very good.

M There were 15% who found it excellent.

But none of the customers found it poor.
YY

M Hence it can be very rightly concluded
that Mc. Donald is successful in fulfilling
the rational quotient of consumers.
  
M When a situation where they were given
an option to collect food from Mc D
drive through was give:-

M 38% said they will definitely buy

M 40% said they will probably buy

Y
M Again 40% agreed that it was most
convenient spot for planning hangout with
friends.

M 20 ² 25% agreed that it was a preferred

place for birthday parties for kids.

M 40% of consumers see it as perfect outlet

for children and family.
YY

M People in today·s world are busy with less
leisure time in hand to spend.

M Hence they have an abstract image of Mc

Donald as a most convenient place to parcel
food in hurry due to its drive through
facility.

M Hence customers of Ahmedabad have

definitely associated Mc Donald as an
obvious option when it comes to
convenience.
Y
M Also Mc Donald has developed as image
of family restaurant.

M The most prominent reason being kids. If

one thinks on Mc D, a definite picture of
kids enjoying with their parents will come
to consumers mind.
 

M The consumers agreed that the brand had a
feel good factor memory as it associates
with friends and fun times.

M 90% of Consumers also associated attributes

such as fun and exciting with Mc Donalds.

M The youth associates a positive and feel

good factor and finds Mc Donald as a
synonym of fun and excitement.

 Y
M  
M 40% said that they visit Mc Donald 2-3 times
in a month.
M 45% said that they atleast visit Mc Donald
once in a month.

M  Y
M 55% said that will continue to visit Mc Donald
even if it prices were increased by 10-15%.
Y
M  Y
M 54% people said that they will definitely
miss Mc Donald if it completely goes away
from Ahmedabad.

M 25% said that they do talk about Mc

Donalds with their friends.
YY

M There are nearly 90% of people who are visiting
Mc Donald on a regular basis.

M Hence this gives a picture of a good usage rate.

M But there are only 50% of people who are

strong loyalist towards the brand.

M For them the existence of Mc D does not

matters at all and they would even stop visiting
the outlet if it increases it prices.
  YY

M Mc Donald has been successful in terms of
salience, performance and judgement.

M When open ended questions were asked the

main features that consumers associated
was:-
- value for money,
- economical price range
- drive through
- excellent service
Y
M Hence people are more satisfied and
convinced with the rational aspect of Mc
Donald.

M Mc Donald also to an extent stands fair in

relating with emotional aspects of
youngsters.

M But it has still not been able to attach

loyalist customers towards itself.