Mcdonalds in Rural Areas India
A
Project Report
On
Changing Consumers' Preferences: A Study Of The Effect Of The Fast Food Chain "McDonald’s" On Local City Fast Food Joints
Under the guidance of:
Dr. Naval Bajpayee
Submitted By (Group 12):
Isha Mahajan (2005IPG26)
Shwetak Lade (2005IPG30)
Manyata Goyal (2005IPG35)
Shilp Gupta (2005IPG59)
Tarun Motwani (2005IPG69)
Table of Contents
1 Introduction …
2 Literature Review …
3 Theoretical Model …
4 Hypotheses …
5 Data Collection …
6 Data Preparation and Analysis …
7 Conclusion …
8 Appendix A: Questionnaire …
9 Appendix B: Question by Question Analysis …
10 Appendix C: Graphs of Data Analysis …
11 References … Introduction
The basic idea of this project came from the recent opening of the first McDonald’s Family Restaurant in the Gwalior City. The arrival was received with much enthusiasm from the whole city. As a result, McDonald’s has rapidly attracted a large following in Gwalior.
It shows many implications on the changing consumer preferences due to the entry of a major fast food giant into the fast food market of the city. Several questions arise:
• How much does this affect the revenues of local fast food joints in the city?
• How much does it affect the customer retention ability of local fast food joints?
Studying customer migration would help us understand the extent and reason of the success of McDonald’s. Also it would help give answers to the following major questions:
• Should the local fast food joints taking any steps to attract customers they lost?
• What steps will be more helpful in the fulfillment of their objective?
According to Malhotra’s Marketing Research (2007, fifth edition), marketing is becoming increasingly important for competing for consumers in the fast food market. McDonald’s concluded their 3 year revitalization effort, i.e. a $500 million “I’m lovin’ it” campaign in 2006. Research has shown that this campaign has achieved remarkable levels of consumer
Project Report
On
Changing Consumers' Preferences: A Study Of The Effect Of The Fast Food Chain "McDonald’s" On Local City Fast Food Joints
Under the guidance of:
Dr. Naval Bajpayee
Submitted By (Group 12):
Isha Mahajan (2005IPG26)
Shwetak Lade (2005IPG30)
Manyata Goyal (2005IPG35)
Shilp Gupta (2005IPG59)
Tarun Motwani (2005IPG69)
Table of Contents
1 Introduction …
2 Literature Review …
3 Theoretical Model …
4 Hypotheses …
5 Data Collection …
6 Data Preparation and Analysis …
7 Conclusion …
8 Appendix A: Questionnaire …
9 Appendix B: Question by Question Analysis …
10 Appendix C: Graphs of Data Analysis …
11 References … Introduction
The basic idea of this project came from the recent opening of the first McDonald’s Family Restaurant in the Gwalior City. The arrival was received with much enthusiasm from the whole city. As a result, McDonald’s has rapidly attracted a large following in Gwalior.
It shows many implications on the changing consumer preferences due to the entry of a major fast food giant into the fast food market of the city. Several questions arise:
• How much does this affect the revenues of local fast food joints in the city?
• How much does it affect the customer retention ability of local fast food joints?
Studying customer migration would help us understand the extent and reason of the success of McDonald’s. Also it would help give answers to the following major questions:
• Should the local fast food joints taking any steps to attract customers they lost?
• What steps will be more helpful in the fulfillment of their objective?
According to Malhotra’s Marketing Research (2007, fifth edition), marketing is becoming increasingly important for competing for consumers in the fast food market. McDonald’s concluded their 3 year revitalization effort, i.e. a $500 million “I’m lovin’ it” campaign in 2006. Research has shown that this campaign has achieved remarkable levels of consumer