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Customer Based Brand Equity Pyramid

McDonald's has achieved brand success in India, with over 165 restaurants averaging 3,000 customers daily. It aims to invest Rs. 350 crore in Gujarat over four years. A study of 30 college students in Ahmedabad found high awareness - 83% could recall McDonald's easily. Customers rated quality, taste, service, price and ambience as very good or excellent. McDonald's is seen as convenient for takeaway and families with children. However, only 50% of customers are truly loyal to the brand.

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2K views21 pages

Customer Based Brand Equity Pyramid

McDonald's has achieved brand success in India, with over 165 restaurants averaging 3,000 customers daily. It aims to invest Rs. 350 crore in Gujarat over four years. A study of 30 college students in Ahmedabad found high awareness - 83% could recall McDonald's easily. Customers rated quality, taste, service, price and ambience as very good or excellent. McDonald's is seen as convenient for takeaway and families with children. However, only 50% of customers are truly loyal to the brand.

Uploaded by

saritaon_1985
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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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.
Y Y  
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.
Y Y  
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.
Y Y  
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.
Y Y  
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.
 Y Y  
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.

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