INTRODUCTION

Established in California during the 1940s by two brothers, the McDonalds restaurant became a popular teen hangout in the first flush of post-war affluence. To feed these youthful bodies, the brothers reduced the menu to the perennial favourite hamburgers, applied assembly line techniques to food production and expanded to four restaurants by 1953. Taking note of the brothers success, in 1955, Entrepreneur Ray Kroc bought the right to franchise the McDonalds System. Renamed the McDonalds Corporation in 1960, Kroc focused his marketing effort on the family meal and children, spending heavily on television advertising which promoted the smiling clown face of its child-friendly brand mascot, Ronald McDonald. Today, the McDonalds franchise exceeds 30,000 restaurants globally and serves over 50 million people in more than 121 countries each day.

The business began in 1940, Their introduction of the "Speedee Service System" in 1948 established the principles of the modern fast-food restaurant. The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was "Speedee." Speedee was eventually replaced with Ronald McDonald in 1963. Believing that the McDonald formula was a ticket to success, Kroc suggested that they franchise their restaurants throughout the country. When they hesitated to take on this additional burden, Kroc volunteered to do it for them. He returned to his home outside of Chicago with rights to set up McDonald's restaurants throughout the country, except in a handful of territories in California and Arizona already licensed by the McDonald brothers. Kroc's first McDonald's restaurant opened in Des Plaines, Illinois, near Chicago, on April 15, 1955--the same year that Kroc incorporated his company as McDonald's Corporation. As with any new venture, Kroc encountered a number of hurdles. The first was adapting the McDonald's building design to a northern climate. A basement had to be installed to house a furnace, and adequate ventilation was difficult, as exhaust fans sucked out warm air in the winter and cool air in the summer. Most frustrating of all, however, was Kroc's initial failure to reproduce the McDonalds' delicious french fries. Once the Des Plaines restaurant was operational, Kroc sought franchisees for his McDonald's chain. The first snag came quickly. In 1956 he discovered that the McDonald brothers had licensed the
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franchise rights for Cook County, Illinois (home of Chicago and many of its suburbs) to the Frejlack Ice Cream Company. Kroc was incensed that the McDonalds had not informed him of this arrangement. He purchased the rights back for $25,000--five times what the Frejlacks had originally paid--and pressed forward. Kroc decided early on that it was best to first establish the restaurants and then to franchise them out, so that he could control the uniformity of the stores. Early McDonald's restaurants were situated in the suburbs. Corner lots were usually in greater demand because gas stations and shops competed for them, but Kroc preferred lots in the middle of blocks to accommodate his U-shaped parking lots. Since these lots were cheaper, Kroc could give franchisees a price break. McDonald's grew slowly for its first three years; by 1958 there were 34 restaurants. In 1959, however, Kroc opened 67 new restaurants, bringing the total to more than 100.

Kroc had decided at the outset that McDonald's would not be a supplier to its franchisees--his background in sales warned him that such an arrangement could lead to lower quality for the sake of higher profits. He also had determined that the company should at no time own more than 30 percent of all McDonald's restaurants. He knew, however, that his success depended upon his franchisees' success, and he was determined to help them in any way that he could. In 1960 the McDonald's advertising campaign "Look for the Golden Arches" gave sales a big boost. Kroc believed that advertising was an investment that would in the end come back many times over, and advertising has always played a key role in the development of the McDonald's Corporation--indeed, McDonald's ads have been some of the most identifiable over the years. In 1962 McDonald's replaced its "Speedee" the hamburger man symbol with its now world-famous Golden Arches logo. A year later, the company sold its billionth hamburger and introduced Ronald McDonald, a red-haired clown with particular appeal to children. The present corporation dates its founding to the opening of a franchised restaurant by Ray Kroc, in Des Plaines, Illinois on April 15, 1955 , the ninth McDonald's restaurant overall. Kroc later purchased the McDonald brothers' equity in the company and led its worldwide expansion and the company became listed on the public stock markets in 1965. Kroc was also noted for aggressive business practices, compelling the McDonald's brothers to leave the fast food industry. The McDonald's brothers and Kroc feuded over control of the business, as documented in both Kroc's autobiography and in the McDonald brothers' autobiography. The site of the
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McDonald brothers' original restaurant is now a monument. The menu was simple: hamburgers, cheeseburgers, French fries, shakes, soft drinks, and apple pie. The carhops were eliminated to make McDonald's a self-serve operation, and there were no tables to sit at, no jukebox, and no telephone. As a result, McDonald's attracted families rather than teenagers. Perhaps the most impressive aspect of the restaurant was the efficiency with which the McDonald's workers did their jobs. Mac and Dick McDonald had taken great care in setting up their kitchen. Each worker's steps had been carefully choreographed, like an assembly line, to ensure maximum efficiency. The savings in preparation time, and the resulting increase in volume, allowed the McDonalds to lower the price of a hamburger from 30 cents to 15 cents. With the expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life. Its prominence has also made it a frequent topic of public debates about obesity, corporate ethics and consumer responsibility.

Redesign
In 2006, McDonald's introduced its "Forever Young" brand by redesigning all of their restaurants, the first major redesign since the 1970s. The new design will include the traditional McDonald's yellow and red colors, but the red will be muted to terra cotta, the yellow will turn golden for a more "sunny" look, and olive and sage green will be added. To warm up their look, the restaurants will have less plastic and more brick and wood, with modern hanging lights to produce a softer glow. Contemporary art or framed photographs will hang on the walls.The exterior will have golden awnings and a "swish brow" instead of the traditional double-slanted roof. The new restaurants will feature areas: The "linger" zone will offer armchairs, sofas, and Wi-Fi connections. The "grab and go" zone will feature tall counters with bar stools for customers who eat alone; Plasma TVs will offer them news and weather reports. The "flexible" zone will be targeted toward families and will have booths featuring fabric cushions with colorful patterns and flexible seating. Different music targeted to each zone.

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Business model
McDonald's Corporation earns revenue as an investor in properties, a franchiser of restaurants, and an operator of restaurants. Approximately 15% of McDonald's restaurants are owned and operated by McDonald's Corporation directly. The remainder are operated by others through a variety of franchise agreements and joint ventures. The McDonald's Corporation's business model is slightly different from that of most other fastfood chains. In addition to ordinary franchise fees and marketing fees, which are calculated as a percentage of sales, McDonald's may also collect rent, which may also be calculated on the basis of sales. As a condition of many franchise agreements, which vary by contract, age, country, and location, the Corporation may own or lease the properties on which McDonald's franchises are located. In most, if not all cases, the franchisee does not own the location of its restaurants. The UK business model is different, in that fewer than 30% of restaurants are franchised, with the majority under the ownership of the company. McDonald's trains its franchisees and others at Hamburger University in Oak Brook, Illinois. In other countries, McDonald's restaurants are operated by joint ventures of McDonald's Corporation and other, local entities or governments. As a matter of policy, McDonald's does not make direct sales of food or materials to franchisees, instead organizing the supply of food and materials to restaurants through approved third party logistics operators. According to Fast Food Nation by Eric Schlosser (2001), nearly one in eight workers in the U.S. have at some time been employed by McDonald's.

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1955 Ray Kroc opens his first restaurant in Des Plaines, Illinois and the McDonald's Corporation is created. 1957 Quality, Service, Cleanliness and Value (QSC& V) becomes the company motto. 1959 The 100th McDonald's opens in Chicago. 1961 Hamburger University opens in Elk Grove, near Chicago. 1963 One billion hamburgers sold. Ronald McDonald makes his debut. 1964 Filet-O-Fish sandwich is introduced. 1965 McDonald's Corporation goes public. 1967 The first restaurants outside of the USA open in Canada and Puerto Rico. 1968 The Big Mac is introduced. The 1,000th restaurant opens in Des Plaines, Illinois. 1972 A new McDonald's restaurant opens every day. The Quarter Pounder is introduced. 1973 Egg McMuffin is introduced. 1974 The first Ronald McDonald House opens in Philadelphia. The Happy Meal is launched. 1983 Chicken McNuggets is introduced. New Hamburger University campus opens in Oak Brook, Illinois. Set in 80 wooded acres. Training is provided for every level of McDonald's management worldwide. 50 billionth hamburger sold. 1984 Ronald McDonald Children's Charities is founded in Ray Krocs memory to raise funds in support of child welfare. 1989 McDonald's is listed on the Frankfurt, Munich, Paris and Tokyo stock exchanges. 1990 McDonald's opens in Pushkin Square and Gorky Street, Moscow. 1993 The first McDonald's at sea opens aboard the Silja Europa, the world's largest ferry sailing between Stockholm and Helsinki. 1994 Restaurants open in Bahrain, Bulgaria, Egypt, Kuwait, Latvia, Oman, New Caledonia, Trinidad and United Arab Emirates, bringing the total to over 15,000 in 79 countries on 6 continents. 1996 McDonald's opens in India the 95th country.
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GOALS AND OBJECTIVES: 1. McDonalds vision is to be the worlds best quick service restaurants experience. 2. McDonalds is committed to maintaining and developing the best food products in the quick service restaurant market. 3. In order to deliver this, the company has made a number of commitments to food safety and nutrition. 4. Lead the Quick Service Restaurant market by a program of site development and profitable restaurant openings, and by attracting new customers. Increasing sales through promotions will enable them to continue their program of expansion. 5. McDonalds have an objective to continual enhance and improve their menu. This will better satisfy their customers and give customers more reason to visit. Many ideas for new items on the menu come from the franchisees responding to customer demand. Consumer tastes change over time and McDonalds has to respond to these changes.

MISSION STATEMENT: "McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile." McDonalds India-A Profile:

McDonald's opened its doors in India in October 1996. Ever since then, the family restaurants in Mumbai, Delhi, Pune, Ahmedabad, Vadodara, Ludhiana, Jaipur, Noida Faridabad, Doraha, Manesar and Gurgaon have proceeded to demonstrate, much to the delight of all the customers, what the McDonald's experience is all about. McDonalds in India is a 50-50 joint venture partnership between McDonalds Corporation [USA] and two Indian businessmen. Amit Jatias company Hardcastle Restaurants Pvt. Ltd. owns and operates McDonald's restaurants in Western India. While Connaught Plaza Restaurants Pvt. Ltd headed by Vikram Bakshi owns and operates the Northern operations. Amit Jatia and
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Vikram Bakshi are like-minded visionaries who share McDonald's complete commitment to Quality, Service, Cleanliness and Value (QSC&V). Having signed their joint-venture agreements with McDonald's in April 1995, they trained extensively, along with their Indian management team, in McDonald's restaurants in Indonesia and the U.S.A. before opening the first McDonalds restaurant in India.

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LITERATURE REVIEW
McDonald's India has developed a special menu with vegetarian selections to suit Indian tastes and preferences. McDonald's does not offer any beef or pork items in India. Only the freshest chicken, fish and vegetable products find their way into our Indian restaurants. In addition, they've re-formulated some of their products using spices favoured by Indians. Among these are McVeggie burger, McAloo Tikki burger, Veg. Pizza McPuff and Chicken McGrill burger. They've also created eggless sandwich sauces for the vegetarian customers. Even their soft serves and McShakes are egg-less, offering a larger variety to their vegetarian consumers. According to Philip Kotler, satisfaction is a persons feelings of pressure or disappointing resulting from products perceived performance (outcomes) in relation to his or her expectations. Customer satisfaction is the level of a persons felt state resulting from comparing a products perceived performance (outcomes) in relation to the persons expectations. This satisfaction level is a function of difference between perceived performance and expectations. If the products performance, exceed expectation the customer highly satisfied or delighted. If the performance matches the expectations the customer is satisfied. If the products performance fall shorts of expectations the customer is dissatisfied. 1 Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better offer comes along. High satisfaction or delight creates an emotional affinity with brand. 2 Variety of factors that affect customer satisfaction includes product quality, product availability and after sales support such as warranties and services. Customer satisfaction is seen as a proof of delivering a quality product or service. It is believed that customer satisfaction brings sales growth, and market share. A company can always increase customer satisfaction by lowering its price or increasing its services but this may result in lower profits. Thus the purpose of marketing is to generate customer value profitability.

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India is on the threshold of a new millennium. India chose for global economy, exposing her to winds of change in the market place, which has expanded vastly and become fiercely competitive. In the changed environment, decision makers view the marketing concept as the key to success. Marketing in practice has to manage products, pricing, promotion and distribution.

A successful product can be developed by exploding these opportunities. While delivering the value of the consumer we make use of marketing support. This support is based on the knowledge of consumers and distribution. Marketing support both at the introduction of products and maturing is considered

McDonald's India's local suppliers provide them with the highest quality, freshest ingredients. Complete adherence to the Indian Government regulations on food, health and hygiene is ensured, while maintaining their own recognized international standards. Fast, friendly service the hallmark of McDonald's restaurants the world over is the mantra we abide them. Stringent cleaning standards ensure that all tables, chairs, highchairs and trays are sanitized several times each hour. Such meticulous attention to cleanliness extends beyond the lobby and kitchen to even the pavement and immediate areas outside the restaurant. We take the burger business more seriously than anyone else." When McDonald's founder, Ray Kroc made that memorable statement, he was letting the world in on the philosophy and secret behind McDonald's phenomenal success. Their vision to be Indias "best" quick service restaurant experience is supported by a set of principles and core values.

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PURPOSE OF THE STUDY

Consumer satisfaction is a key to a business success. The purposes of the study is to identify customer satisfaction and fast food stores patterns and also identify the level of satisfaction of customers on their fast food experience on the Ghaziabad area attributes. The study of customer satisfaction image reveals customer perception of McDonalds customer. The success of customer satisfaction marketing lies in their ability to compete, brand, understand customer perceptions and satisfaction provide value, and manage the total customer experience. Therefore, it is critical to study the customer satisfaction in order to address the customers expectations and satisfaction to determine the strengths and weaknesses of the McDonalds brand, which later will be used to improve the brands attributes, and develop marketing strategies to compete with other businesses. This study, therefore, aims to examine McDonald's Customer Satisfaction regarding their experience within the Ghaziabad area of U.P. to gain a better understanding of McDonald's customer satisfaction and behavior.

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OBJECTIVES OF THE STUDY

Primary objectives
To analyze the customer perceptions and satisfaction of McDonald regarding: Price offered Taste Customer care services

Food Quality

Secondary objectives
The quality of employees and how well trained they are to Offer the best service to customers. Identify the level of customers satisfaction on their fast food experience Marketing strategies adopted by McDonalds to attract people keep coming towards their shop. Identify the level of customers satisfaction of service quality.

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HYPOTHESES
Hypothesis is a proposition about the nature of the world that makes predictions about the results of an experiment. For a hypothesis to be well formed there must be some experiment whose outcome could prove it to be false. In this research report we are finding some of the outcomes on the basis of prediction and assumptions. For this purpose we formed some hypotheses:

H1: There is a significant difference between in customer experience regarding food quality on the basis of gender. H2: There is a significant difference between in customer experience regarding taste on the basis of gender. H3: There is a significant difference between in customer experience regarding service on the basis of gender. H5: There is a significant difference between in customer experience regarding quality. on the basis of gender. H6: There is a significant difference between in customer satisfaction on the basis of gender. H7: There is a significant difference between in customer satisfaction on the basis of age.

H8: There is a significant difference between in customer satisfaction on the basis of education level. H9: There is a significant difference between in customer occupation. H10: There is a significant difference between in customer satisfaction on the basis of Income. satisfaction on the basis of

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6.1 RESEARCH DESIGN

The main aim of this survey is to know the customer satisfaction and perceptions towards McDonald and find out the key factors for customer satisfaction. Therefore descriptive research is being adopted to find out the customer satisfaction and perception of consumers.

Descriptive research: Descriptive research is also called Statistical Research. The main goal of this type of research is to describe the data and characteristics about what is being studied. The idea behind this type of research is to study frequencies, averages, and other statistical calculations. Although this research is highly accurate, it does not gather the causes behind a situation. Descriptive research is mainly done when a researcher wants to gain a better understanding of a topic for example, a frozen ready meals company learns that there is a growing demand for fresh ready meals but does not know much about the area of fresh food and so has to carry out research in order to gain a better understanding. It is quantitative and uses surveys and panels and also the use of probability sampling. Descriptive research is the exploration of the existing certain phenomena. The details of the facts wont be known. The existing phenomena facts are not known to the persons.
Primary data: The method of data collection was done by the way of survey. Primary data has been collected through field survey with the help of structured questionnaires. We took the personal interview of the customers of McDonald who were coming out of the store after completing their shopping. We also get the questionnaire filled by them.

Secondary data: Secondary data is the data which has already been collected by someone else for the same, similar or for different purpose. We have collected the secondary data from the annual report of McDonald, text books, websites etc. We have used secondary data for the purpose of preparing questionnaires, industry & company profiles.

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6.2 SAMPLE DESCRIPTION

Sample size & Simple unit: 200 respondents from Ghaziabad city who shop at McDonald stores in Ghaziabad. As we have taken 200 respondents sample to know the approximately figures of customers and consumers perception and satisfaction towards McDonald, what they thinks and what is their experience with respect to McDonald. Sample selection procedure: We used multistage sample selection technique. At first stage we used random sampling technique to select McDonald stores in Ghaziabad city because it was not possible to select all the stores in the city due to shortage of time. At second stage we used convenience sampling technique to take responses from the respondent because respondents are not easily available and it was not possible to sort out respondent on the basis of their visiting in McDonald store. Target respondent: The target respondents are customers of McDonaldin Ghaziabad city.

6.3 DATA COLLECTION METHODS AND TECHNIQUES To collect the responses and data from the respondents we choose questionnaire. We prepared a structured questionnaire for the collection of data from various respondents who visit McDonald and we take responses from them.

6.4 DATA INTERPRETATION AND ANALYSIS TOOLS AND TECHNIQUES We are using SPSS which is a latest tool for easily analyze the data and we entered data in Excel sheet and then prepared chart and graphs on the basis of the data. To calculate the Hypothesis we used some of the test. Independent Sample t test ANOVA and many more tools.

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DATA ANALYSIS AND INTERPRETATION

7.1 Sample Profile: Gender basis
This research was mainly focused the customers who visits McDonald because customer satisfaction can be measured by responses which taken by the customers only Table 1: Gender

Your Gender Male Female Total

No. of Respondent

Percentage of Respondent

122 78 200

61% 39% 100%

In our research there are 200 respondents participated in which most of the respondent 122 which is 61% of the total respondents are male and 78 which is 39% of the total respondents are females. Figure 1: Gender

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7.2 Sample Profile: Age Group basis

Age group is an important aspect to know the sample profile of respondents. Our main purpose to know about respondents age group was to know that which age group peoples prefer to McDonald. Table 2: Age Group

age group 18-25 years 26-35 years 36-45 years 45-60 years Above 60 years Total

No. of Respondent 105 66 25 3 1 200

Percentage of Respondent 52% 33% 12% 2% 1% 100%

Figure 2: Age Group

According to the research, most of the 105 respondents which are 52% of total respondents fall under the age group of 18-25. It is more than half of the customers are from Y generation who mostly prefers to shop at Big Bazaar. 62 respondents which are 33% fall under the age group of 2635 years. 25 respondents which are 2% of total respondents fall under the age group of 36-45 years. There are only 1 respondent which is 1% of total respondents fall under the age group of above years.
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7.3 Sample Profile: Your education level

In our research, we also tried to know the customers on the basis of educational qualification because we want to know that does education qualification affects the purchasing in McDonald. Table 3: Education Level

Your education level Up to 10+2 Graduate/Diploma Post graduate and above Total

No. of Respondent 11 120 69 200

Percentage of Respondent 5% 60% 35% 100%

According to responses from the respondents, we found that most of the 120 which is 60% of total respondents fall under the category of Graduate/Diploma. 69respondents which is 35% are Post graduated and above while on the other hand only 11 respondents which are 5% of total are up to 10+2. Figure 3: Education Level

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7.4 Sample Profile: Occupation basis We also tried to know about the customers occupation in our survey so we prepare a question related to occupation. On the basis of occupation we found that most of the 93 respondents which are 47% of total respondents are students, so we can say that mostly students prefer McDonald. 26 respondents which are 13% of the sample are serviceman. Table 4: Occupation

Your occupation?

No. of Respondent 26 34 27 93 20 0 200

Percentage of Respondent 13% 17% 13% 47% 10% 0% 100%

Service Business Self Employed Professional Student Home Maker Others Please Specify
Total

27 respondents which are 13% of total are self employed professional. 34 respondents which are 17% of the total are Businessman. 20 respondents which are 10% of the total are home makers, these respondents are mostly females. Only 0 respondent which is 0 % of total respondents is has other business.
Figure 4: Occupation

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7.5 Sample Profile: Average annual household income basis

We tried to know about the customers on the basis of average annual household but customers hardly reveal their true income. We divide income into four categories and take responses Table 5: Average annual Household Income

Your average annual household income Less than 2 lacs 2-5 lacs 5-10 lacs Above 10 lacs Total

No. of Respondent 59 94 42 3 200

Percentage of Respondent 30% 47% 21% 2% 100%

We found that most of the 94 customers which are 47% of total respondents fall under the category of 2-5 lacs. 59 respondents which are 30% of total fall under the category of less than 2 lacs. 42 respondents which are 21% of total fall under the category of 5-10 lacs and minimum 3 respondents which are 2% of the total fall under above 10 lacs. So we can say that there is majority of the respondents are comes in the category of 2-5 lacs. Figure 5: Average annual Household Income

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7.6 Sample Profile Frequency of visiting

Our next question was that how often do you visit McDonald? On the basis of this question we found that most of 93 respondents which are 47% of total visit McDonald once in a month.

Table 6: Frequency of visiting

you visit McDonald More than once a week Once in a week Once in a month Rarely Total

No. of Respondent 30 57 93 20 200

Percentage of Respondent 15% 28% 47% 10% 100%

57 respondents which are 28% of total respondents visit McDonald once in a week. There are 30 respondents which are 15% of total responses visit McDonald More than once a week. Minimum numbers of respondents 20 which are 10% visit McDonald rarely. So we come to know that most of the customers visit McDonald once in a month. Figure 6: Frequency of visiting

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7.8 How much do you spend on an average during a visit to McDonald?

We tried to know about the customers on the basis of average annual household but customers hardly reveal their true income. We divide income into four categories and take responses. Table 7: Spend on an average money during a visit to McDonald

spend on an average during a visit to McDonald Less than Rs.100 Rs.100-Rs.300 Rs.301-Rs.500 More than Rs.500 Total

No. of Respondent

Percentage of Respondent

20 95 62 23 200

10% 47% 31% 12% 100%

We found that most of the 20 customers which are 10% of total respondents fall under the category of less than Rs.100. 95 respondents which are 47% of total fall under the category of Rs.100-

Rs.300. 62 respondents which are 31% of total fall under the category of Rs.301-Rs.500 and
minimum 23 respondents which are 12% of the total fall under more than Rs.500. So we can say that there is majority of the respondents are comes in the category of Rs.100-Rs.300. Figure 7 : Spend on an average money during a visit to McDonald

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7.8 What appeals you about McDonald? (Tick all that apply)
Another question was regards to factors which influence went to McDonald. So we asked a question that what appeals you about McDonald. Table8: factors which influence went to McDonald

appeals you about McDonald Food Quality Ambience Quick service Reasonable prices Other Total

No. of Respondent 107 59 95 76 6 343

Percentage of Respondent 31% 17% 28% 22% 2% 100%

According to responses we got that most of the 108 (31%) respondents go to McDonald due to food

quality, 59 (17%) go to McDonald due to ambience, 95(28%) respondents go to McDonald due to quick service, 76 (22%) respondents go to McDonald due to reasonable prices by McDonald. 6
respondents (which is 2%) go to McDonald due to other reasons. Figure 8: Factors which influence went to McDonald

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7.9: Please rate your experience at McDonald on each one the below mentioned factors from 1 to 5 (where 1= very poor, 5= very good)

Table 9: Rating Table Factors Food Quality Taste Service Price Mean Average Ratings 4.03 4.19 4.12 3.94

Mean average rating of Taste is 4.19 which is highest, average rating of Services provided by McDonalds is 4.12 which is second highest, average rating of Food quality of McDonalds is 4.03 which is third highest after service. Lowest mean average rating of Price is 3.94.

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7.10: Overall Satisfaction With Respect to McDonald Customer satisfaction is an important objective of this research so we also tried to find out the overall satisfaction towards McDonald. So for this purpose we made a question related to overall satisfaction and most of peoples 133 which is 56% of more than half of total respondents said that they are satisfied with the McDonald. Table 10: Overall Satisfaction With Respect to McDonald

satisfied are you with the services Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied Total

No. of Respondent 59 113 25 3 0 200

Percentage of Respondent 29% 56% 13% 2% 0% 100%

According to responses, 59 respondents which are 29% are highly satisfied and same 25 respondents or 13% are neither satisfied nor dissatisfied with the services provided by McDonald. Only 3 respondents or 2% are dissatisfied with McDonald. But there are no respondent who said that they are highly dissatisfied. So we can say that most of the respondents are satisfied with the services provided by McDonald. Figure10: Overall Satisfaction With Respect to McDonald

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RESULTS OF HYPOTHESIES

H1: There is a significant difference between in customer experience regarding food quality on the basis of gender. From the below table we found that, the t value is not significant at t=0.05. So, we reject the alternative hypothesis.

Table no: Customer experience regarding food quality on the basis of gender
Independent Samples Test Levene's Test for Equality of Variances F Sig. t df Sig. (2tailed) Mean Difference Std. Error Difference 95% Confidence Interval of the Difference Lower Equal variances Food assumed .017 .895 -.387 196 .699 -.052 .134 -.316 Upper .212 t-test for Equality of Means

Quality Equal variances not assumed

-.390

165.768

.697

-.052

.133

-.315

.211

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H2: There is a significant difference between in customer experience regarding taste on the basis of gender.

From the below table we found that, the t value is not significant at t=0.05. So, we reject the alternative hypothesis
Independent Samples Test

Levene's

Test

for t-test for Equality of Means

Equality of Variances F Sig. T df Sig. tailed) (2- Mean Std. Error 95% Confidence of the

Difference Difference Interval Difference Lower

Upper .137

Equal assumed taste Equal

variances

1.294

.257

-.882

196

.379

-.111

.126

-.359

variances

not assumed

-.870

154.893 .386

-.111

.128

-.363

.141

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H3: There is a significant difference between in customer experience regarding service on the basis of gender. . From the below table we found that, the t value is not significant at t=0.05. So, we reject the alternative hypothesis

Independent Samples Test

Levene's Test for t-test for Equality of Means Equality Variances F Sig. t Df Sig. (2- Mean tailed) Difference Std. Error 95% Difference Interval Difference Lower Equal variances assumed service Equal variances not assumed -.273 168.701 .785 -.035 .130 -.291 .221 .090 .764 -.270 196 .788 -.035 .131 -.294 Upper .224 Confidence of the of

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H4: There is a significant difference between in customer experience regarding price on the basis of gender. . From the below table we found that, the t value is not significant at t=0.05. So, we reject the alternative hypothesis
independent samples test
Levene's Test for t-test for Equality of Means Equality of Variances F Sig. t df Sig. tailed) (2- Mean Std. Error 95% Confidence of the

Difference Difference Interval Difference Lower

Upper .051

Equal assumed price Equal

variances

.197

.658

1.601 1.607

195

.111

-.220

.137

-.490

variances

not assumed

164.427 .110

-.220

.137

-.489

.050

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H5: There is a significant difference between in customer experience regarding quality on the basis of gender. .

From the below table we found that, the t value is not significant at t=0.05. So, we reject the alternative hypothesis
Independent Samples Test Levene's Equality Variances F Sig. t df Sig. (2- Mean tailed) Std. Error 95% Confidence of the Test for t-test for Equality of Means of

Difference Difference Interval Difference Lower

Upper .165

Equal quality Equal

variances

assumed variances

.082

.775

-.712

196

.477

-.093

.131

-.352

not assumed

-.726

172.379 .469

-.093

.128

-.347

.160

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H6: There is a significant difference between in customer gender.

satisfaction on the basis of

From the below table we found that, the t value is not significant at t=0.05. So, we reject the alternative hypothesis
Independent Samples Test Levene's Test for t-test for Equality of Means Equality Variances F Sig. t df Sig. (2- Mean tailed) Std. Error 95% Confidence of the of

Difference Difference Interval Difference Lower

Upper .126

Equal variances Overall experience assumed Equal variances not assumed

1.539

.216

-.703 196

.483

-.070

.099

-.265

-.675 140.646 .501

-.070

.103

-.274

.134

H7: There is a significant difference between in customer satisfaction on the basis of age.

From the below table we found that, the F value is not significant at F=0.05. So, we reject the alternative hypothesis
ANOVA Overall experience Sum of Squares Between Groups Within Groups Total 2.139 89.921 92.060 Df 4 194 198 Mean Square .535 .464 F 1.154 Sig. .333

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H8: There is a significant difference between in customer education level.

satisfaction on the basis of

From the below table we found that, the F value is not significant at F=0.05. So, we reject the alternative hypothesis

ANOVA Overall experience Sum of Squares Between Groups Within Groups Total .299 91.762 92.060 Df 2 196 198 Mean Square .149 .468 F .319 Sig. .727

H9: There is a significant difference between in customer occupation.

satisfaction on

the basis of

From the below table we found that, the F value is not significant at F=0.05. So, we reject the alternative hypothesis
ANOVA Overall experience Sum of Squares Between Groups Within Groups Total 4.983 87.077 92.060 Df 4 194 198 Mean Square 1.246 .449 F 2.775 Sig. .028

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H10: There is a significant difference between in customer satisfaction on the basis of Income From the below table we found that, the F value is not significant at F=0.05. So, we reject the alternative hypothesis
ANOVA Overall experience Sum of Squares Between Groups Within Groups Total .556 91.504 92.060 Df 3 195 198 Mean Square .185 .469 F .395 Sig. .757

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FINDINGS
Based on the summary of the analysis and interpretation of data as per study, the following are the findings to improve the sales and functioning of the stores:

1. It was observed that the majority of the customers visiting the McDonald belong to the age group of 18-25 years. 2. It was observed that the number of male customers is more than the number of female customers. 3. It was observed that the majority of the customers visiting the McDonald were students. 4. It is observed that education level affects the customers and majority of the respondents who visited McDonald were graduated and post graduated. 5. Mostly peoples prefer to visit McDonald in a month so it shows that McDonald is preferred by customers. 6. The preference of customers visiting the McDonald due to reasonable price, food quality, and quick service. 7. If we talk in terms of the overall satisfaction, majority of the respondents are satisfied with the services provided by McDonald.

8. From the above analysis it has been known that irrespective of their gender younger generation seems to be towards McDonalds and the older people would not actually mind going to other similar restaurants in case there is no option for McDonalds, hence I feel McDonalds should not waste any time in attracting them but target the younger generation instead.

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RECOMMENDATION
McDonalds Corporation is the worlds largest chain of FAST FOOD RESTAURANTS, Serving nearly 58 million customers daily. Based on the findings, the following recommended have been
made to improve the sales of McDonald.

A good convincing advertise from the company is required. Irregular advertisement doesnt have Any impact on the customers. So MC DONALD should make sure that it advertises at regular Interval in media like the newspapers and television. MC DONALD has to create awareness of different variants of food among consumers. Most of the respondents are using Mc Donalds food due to its quality, good packaging and freshness, so it has to maintain the same standards. Packing should be improved and food & drink should be properly protected. Price should be reasonable so as to reachable to all officials and ordinary peoples.

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CONCLUSION
A consumer is satisfied in a restaurant only when he receives the products within these three aspects and they are quality, price and healthy product. From this project we would like to conclude that most of the customers are satisfied with the products offered and also with the quality of the products and also with prices of the products. The customers also want McDonalds to improve its locations. McDonald's has working from 56 years in a way that have helped it to become a generic name. However, mc Donald with its excellent quality of product has made an impact the new player in this restaurant have been founding to use a very different approach. They are trying creating a brand name for themselves in the replacement market by using aggressive advertisement and sales promotion techniques. From what I saw in this 1 month I would say that this restaurant is undergoing a change and survive the competition it is very important for Companies to change the way they market their products. MC Donalds had a good chance. But, prop care has to be taken to maintain it. To sum up, I would say that the required changes one that cannot be achieved instantly but the change can be introduced gradually. Moreover, advertisements and other activities are of no use if the product is not up to that mark. For a company like Mc Donald's advertisement is secondary factor because most of the retailers prefer their customers will this brand because they want their customer to be happy. But still the important of advertisement should not be ignored. However, there are certain areas where McDonald needs to tighten up.

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References

http://www.ehow.com/facts_7200417_consumer-satisfaction_.html
http://www.scribd.com/doc/12020770/A-STUDY-ON-CUSTOMER-SATISFACTIONTOWARDS-ONLINE-SHARE-TRADING-WITH-SPECIAL-REFERENCE-TOCOIhttp://www.greenbook.org/market-research-firms.cfm/customer-satisfaction http://www.greenbook.org/market-research-firms.cfm/customer-satisfaction http://www.efa.org.uk/pages/mcdonalds-research.html http://nrn.com/article/mcdonalds-sees-drop-customer-satisfaction

http://www.iimb.ernet.in/publications/review/march2008/customer-satisfaction

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QUESTIONNAIRE
Thank you for participating in this survey. I am a first year student of MBA programme at INMANTEC Business School, Ghaziabad. The output of this research will purely be used for classroom discussions purpose. The information provided by you will be kept confidential and will not be used for any other purpose except academic learning.

1. How often do you visit McDonald? More than once a week Once in a week Once in a month Rarely

2. How much do you spend on an average during a visit to McDonald? Less than Rs.100 Rs.100-Rs.300 Rs.301-Rs.500 More than Rs.500

3. What appeals you about McDonald? (tick all that apply) Food Quality Ambience Quick service Reasonable prices Other, please specify.

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4. Please rate your experience at McDonald on each one the below mentioned factors from 1 to 5 (where 1= very poor, 5= very good)

Ratings 1 Food quality Taste Service Price 5. Overall, how satisfied are you with the services offered by McDonalds? Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied 6. Your Gender? Male Female 2 3 4 5

7. Your age group? 18-25 years 26-35 years 36-45 years 45-60 years Above 60 years

8. Your education level? Up to 10+2 Graduate/Diploma Post graduate and above

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9. Your occupation? Service Business Self Employed Professional Student Home Maker Others Please Specify

10. Your average annual household income? Less than 2 lacs 2-5 lacs 5-10 lacs Above 10 lacs

Thank you very much for participating in this survey.

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