Qualitative Research On Macdonald s

Submitted To:Prof. IMRAN AKRAM

Submitted By:HASSAN MEHMOOD ALI RAMZAN ABDULLAH RASHID AMJAD 10115 10134 10116 10126

SUPERIOR UNIVERSITY LAHORE

Qualitative Research
We did qualitative research from the target market of the Macdonald. Actually through this research we want to know the awareness and perception of the consumers about Macdonalds. We started our research from following questions

1. How much do you care your choice among different brands of fast food?

Frequencies
Cumulative Frequency Valid Care Somewhat Dont care 25 40 15 Percent 31.25 50.0 18.75 Valid Percent 31.25 50 18.75 Percent 31.25 81.25 100.0

Total

80

100.0

100.0

Analysis
people are not focusing the very highly on any specific fast food brand . their perception is with fast food not with any specific brand. But some people are brand conscious too..

2. Name of five brands that came into your mind when you think about fast food?

Frequencies

Cumulative Frequency Valid Top of the mind 25 31.25 31.25 31.25 Percent Valid Percent Percent

Second priority 45 56.25 56.25 87.50

Weak involveme nt 10 12.5 12.5 100

Total

80

100.0

100.0

Analysis There is week involvement about MacDonald s

and also not top of the mind, second priority is much better as compare as both.

3. Identify the brands from slogans give below?

Frequencies

Cumulative Frequency Valid Awareness 74 Percent 92.5 Valid Percent 92.5 Percent 92.5

No awareness

7.5

7.5

100.0

Total

80

100.0

100.0

Analysis:
MacDonald s slogan is having very high awareness toll for customer knowledge, and from research it is proved.

4. Identify the brand from the respective brand symbols? refers to samples above.

Frequencies

Cumulative Frequency Valid Awareness 72 Percent 90.0 Valid Percent 90.0 Percent 90.0

No awareness

10.0

10.0

100.0

Total

80

100.0

100.0

Analysis:
In above mentioned table out of 80 72 were can recognize the slogan of MacDonald s among other brands. No missing value is there.

5. Do You know about Macdonald s?

Analysis:
MacDonald s identification is 100 percent in our research.

6. What comes in your mind when hear MacDonald s?

Frequencies

Cumulative Frequency Valid Quality food High service Cleanliness Value International brand others 32 23 6 5 4 10 Percent 40.0 28.75 7.5 6.25 5.0 12.5 Valid Percent 40.0 28.75 7.5 6.25 5.0 12.5 Percent 40.0 68.75 76.25 82.5 87.5 100.0

Total

80

100.0

100.0

Analysis:
In above people know Macdanlds for quality food most like out of 80 32 people like to go MacDonald s for its for food. Then on second people like service most then cleanliness and factors also matters but on low rate

7. Please rate the Macdonald s on satisfactory levels?

Poor:

very low percentage for all levels of benefits.

Satisfactory: Good: Very good Excellent

low rate average rate high percentage high percentage

8. Tell me who are the target customers of MacDonald s?

Frequencies

Cumulative Frequency Valid Students Business class Allied class Hygiene Kids Others 19 31 7 10 10 3 Percent 23.75 38.75 8.75 12.5 12.5 3.75 Valid Percent 23.75 38.75 8.75 12.5 12.5 3.75 Percent 23.75 62.5 71.25 83.75 96.25 100.0

Total

80

100.0

100.0

Analysis:
All above mentioned segments are target customers of MacDonald s:

9. How often you visit MacDonald s?

Frequencies

Cumulative Frequency Val Daily Once in week In month Occasionally Few times 16 23 21 12 8 Percent 20.0 28.75 26.25 15.0 10.0 Valid Percent 20.0 28.75 26.25 15.0 10.0 Percent 20.0 48.75 75.0 90.0 100.0

Total

80

100.0

100.0

Analysis:
Once in the week people like to go and in month to rate is high:

10.

What you usually eat at MacDonald s?

Frequencies

Cumulative Frequency Valid Big mac Crisp burger Chicken burger Mac arabia Total 25 36 3 26 80 Percent 31.25 45.0 3.75 20.0 100.0 Valid Percent 31.25 45.0 3.75 20.0 100.0 Percent 31.25 76.25 80.0 100.0

Analysis:
Big Mac and crisp burger is very high association of Macdonald s

11)Are you satisfied with the deals offered by MacDonald s

Frequencies

Cumulative Frequency Valid yes no Total 68 12 80 Percent 85.0 15.0 100.0 Valid Percent 85.0 15.0 100.0 Percent 85.0 100.0

Analysis:
Loyalty level of MacDonald s of target customers is very high.

12)If you like any other brand of fast which one you like most?

Frequencies

Cumulative Frequency Valid Kfc Hardees Pizza hut 35 36 9 Percent 43.75 45.0 11.25 Valid Percent 43.75 45.0 11.25 Percent 43.75 88.75 100

Total

80

100.0

100.0

13) Play land of MacDonald s is the reason to go there if yes rate it?

Frequencies

Cumulative Frequency Valid Weak reason Strong reason Very strong reason 49 32 8 Percent 50.0 40.0 10.0 Valid Percent 50.0 40.0 10.0 Percent 50.0 90.0 100

Total

80

100.0

100.0

Analysis:
Play land is heavy association of Macdonald s.

14)Do you like self service style of MacDonald s?

Frequencies

Cumulative Frequency Valid yes no Total 53 27 80 Percent 66.25 33.75 100.0 Valid Percent 66.25 33.75 100.0 Percent 66.25 100.0

Analysis:
There are many people who wants table serving they are 34 percent people in target customers.

15)Which deal you most like at MacDonald s

Frequencie

Cumulative Frequency Valid Happy meal Big mac deal Chicken crisp burger Chicken burger Mac Arabia Nuggets Chicken wings deal Total 12 40 9 2 2 2 13 80 Percent 15.0 50.0 11.25 2.5 2.5 2.5 16.25 100.0 Valid Percent 15.0 50.0 11.25 2.5 2.5 2.5 16.25 100.0 Percent 15.0 65.0 76.25 78.75 81.25 83.75 100.0

16)How you first time aware with MacDonald s?

Frequencies

Cumulative Frequency Valid By friends From tv ad From internet Billboards Passing besides Total 35 21 7 16 1 80 Percent 43.75 26.25 8.75 20.0 1.25 100.0 Valid Percent 43.75 26.25 8.75 20.0 1.25 100.0 Percent 43.75 70.0 78.75 98.75 100.0

17)How you rate the pricing of MacDonald s products?

Frequencies

Frequenc y Valid Very high High Affordable Price not matters Total 19 23 27 11 80 Percent 23.25 28.75 33.25 13.75 100.0

Valid Percent 23.25 28.75 33.25 13.75 100.0

Cumulative Percent 23.25 52.0 86.25 100.0

Analysis:
Prices are affordable for target customer with respect to research.

18)With whom you often go Macdonald s ?

Frequencies

Cumulative Frequency Percent Valid Percent Percent

Valid

Family Friends Peers With your love ones Total

33 31 10 6 80

41.25 38.75 12.5 7.5 100.0

41.25 38.75 12.5 7.5 100.0

41.25 80.0 92.5 100.0

19)Respondent Profile AGE

Frequencies

age

Cumulative Frequency Valid below 15 16 to 20 21 to 25 26 to 30 31 and above Total 12 25 25 15 3 80 Percent 15.0 31.25 31.25 18.75 3.75 100.0 Valid Percent 15.0 31.25 31.25 18.75 3.75 100.0 Percent 15.0 46.25 77.5 96.25 100.0

Gender

Frequencies

gender

Cumulative Frequency Valid male female Total 64 16 75 Percent 80.0 20.0 100.0 Valid Percent 80.0 20.0 100.0 Percent 80.0 100.0

Recommendations:

1.

2. 3.

Competitors are getting more prominence compare to MacDonald s so MacDonald s should create more and high associations to overcome. MacDonald s should start serving on the table for unaware people with of self service. MacDonald s should focus on advertisement in Pakistan.