Roshan Desai Wip

A STUDY ON CONSUMER NUYING BEHAVIOUR MC DONALD IN INDIA
Winter
project On
“A study on Consumer Behaviour of MC DONALD in

India
Submitted by
Roshan Desai (052)
Under the guidance of

Assistant prof. Nandish
Upadhyay
AGARWAL VIDYAVIHAR ENGLISH MEDIUM

COLLEGE, SURAT
AGARWAL VIDYAVIHAR ENGLISH MEDIUM COLLEGE SURAT

Student’s Declaration
I hereby declare that the Winter Internship Project Report titled “CONSUMER BUYING
BEHAVIOUR ON MC DONALD IN INDIA” is a result of my own work and my indebtedness to
other work publications, references, if any, has been duly acknowledged. If I am found guilty of
copying from any other report or published information and showing as my original work, or
extending plagiarism limit, I understand that I shall be liable and punishable by the university, which
may include ‘Fail’ in examination or any other punishment that university may decide.
Roll No. Name Signature
52 DESAI ROSHAN GAURANGBHAI
Place: SURAT Date: / /

Certificate of Completion
Date: __/__/____
“This is to certify that, this Winter Internship Project Report Titled “CONSUMER BUYING
BEHAVIOUR ON MC DONALD IN INDIA” is the bonafide work of DESAI ROSHAN
GAURANGBHAI, (Roll No. 52), who has carried out his project under my supervision. I also
certify further, that to the best of my knowledge the work reported herein does not form part of any
other project report or dissertation on the basis of which a degree or award was conferred on an
earlier occasion on this or any other candidate.
Signature of Faculty Guide I/c Principal Signature

ACKNOWLEDGEMENT
The successful completion of any task would be incomplete without the mention of the
Leaders, whose constant guidance and encouragement crown all the efforts with success. I
am highly obliged to the Veer Narmad South Gujarat University for arranging the
programmed of practical training in Bachelor of Business Administration in such a manner.
It is my privilege to express my deep sense of gratitude to Nandish M. Upadhyay, their

efforts, guidance, valuable comments and suggestions for making this project report. They
helped me to complete the report on the practical study and gave contribution to improve
and expand the practical knowledge. I am also acknowledging the co-operation and support
that I received from the Principal.
Finally I would like to express my deep sense of gratitude to all those who are always a
source of inspiration for me, their involvement, unconditional cooperation and support in the
successful and timely preparation of this report.

EXECUTIVE SUMMARY
The topic “A study on service scape of MC DONALD in INDIA city” includes

the study on service provided to customers and the inner environment in service
is provided. Service scape plays an important part in shaping customer’s
perception of the company’s image and positioning.
The research was done thorough survey with the help of Google Forms by
sending them to Samples to fill several questions so that a conclusion can be
made regarding the needs and wants of customers to enter in the market and
also understand their budget regarding different events. Total number of
elements studied is known as sample size. In this project, sample size i.e.,
number of students surveyed will be 100. There are two types of sampling
method: Probability and non-probability sampling. Herein, convenient
sampling, a type of non-probability sampling method will be adopted. It is list
or map or other specification of a unit which constitute the available
information relating to the population designated for a particular sampling
scheme. The elements which are available for selection in a sample such as a
store, products or person are known a sampling element. After the survey, the
researcher’s analysis the data and find out the finding from the following data
analysis. At last, the researcher gave the conclusion from the overall data by
knowing the factors which customer took as granted best facilities satisfied
them and help them for taking decision on that number services facilities.

Chapter No Particular
Page No
DECLARATION 2
ACKNOWLEDGEMENT 3
EXECUTIVE SUMMARY 4
Litreature Review 7
8
9
1. INTRODUCTION OF THE TOPIC:
1.1 Introduction of restaurants
industry
1.2 History of restaurants industry
1.3Rise of restaurant in industry in
India 1.4Example of restaurant
industry 10 – 21
1.5PESTEL analysis of Indian
restaurant
2. INTRODUCTION OF COMPANY:
2.1 Introduction of MC DONALDS
2.2 History of MC DONALDS
2.3 Entry of MC DONALDS in
India
2.4 Service concept of MC 22 – 34
DONALDS in India
2.5 SWOT analysis of MC
DONALDS
3. RESEARCH METHODOLOGY:
3.1 Objectives
3.2 Importance

3.3 Research methodology

3.4 Data analysis 35 – 39
3.5 Limitation
3.6 Scope
4. THEORETICAL FRAMEWORK:
3.1 Introduction on
service scape
3.2 Importance of service scape 40 – 46
3.3 Elements of service scape
3.4 Roles of service scape
3.5 Type of service scape
5. DATA ANALYSIS AND
INTERPRETATION: 47 – 54
6. Findings and conclusion 55 – 57
7. Biblography 58
8. Annexure 59 – 63

CHAPTER-1 INTRODUCTION OF TOPIC

1.1 INTRODUCTION OF RESTAURANT INDUSTRY:
Restaurant companies are importantly retailers of prepared foods, and their

operating performance is influenced by many of the same factors that affect
traditional retail stores. For the most part, restaurants have business models that
are relatively easy to understand, and the array on the Value Line page is the
same as that of a standard industrial company. There are a various number of
unique factors to consider when making investment decisions regarding this
large and segmented industry. Competition between restaurants is intense, since
dining options abound. And, while there are certainly dominant players in this
industry (especially among fast-food purveyors), no one company has the
market cornered. Virtually every restaurant location must compete not only
against other publicly traded chains, but also a wide range of small, local
establishments. Competitors include everything from delis and pizzerias to fine-
dining restaurants. And, of course, it is relatively easy to forgo prepared foods,
altogether, in favor of home cooking, which is usually a less expensive option.
Thus, restaurant meals are discretionary purchases, and the industry tends to be
highly cyclical.
A restaurant or an easter, is a business that prepares and serves food and drinks
and customer. Meals are generally served and eaten on the premises, but many
restaurants also offer take out and food delivery services. Restaurants vary
greatly in appearance and offerings, including a wide variety of cuisines and
service models ranging from inexpensive fast food restaurants and cafeterias, to
mid-priced family restaurants, to high-priced luxury establishments.
In Western countries, most mid-to high-range restaurants serve alcoholic

beverages such as beer and wine. Some restaurants serve all the major meals,

such as breakfast, lunch, and dinner (e.g., major fast food chains, diners, hotel
restaurants, and airport restaurants). Other restaurants may serve only a single
meal (for example, a pancake house may only serve breakfast) or they may
serve two meals.
The word derives from the French verb "restaurer" ("to restore", "to
revive")and, being the present as a participle of the verb, it literally means "that
which restores". The term restaurant was defined in 1507 as a "restorative
beverage", and in correspondence in 1521 to mean "that which restores the
strength, a fortifying food or remedy”. The restaurant industry is the industry of
professional restaurants, bars, and other food service providers that allow
customers to enter, order food, and eat on the premises. This term can be used in
a number of different settings and can refer to just about any type of eatery,
from the most expensive restaurants to fast-food locations. These can be
standalone restaurants located as part of a plaza or as a remote location, or
restaurants that can be attached to hotels or casinos. The restaurant industry is
typically considered part of the hospitality industry and employs a number of
different types of employees, from chefs and waiters to managers and
bartenders.
1.2 HISTORY OF RESTAURANT INDUSTRY:
The first restaurant has established in France in the late 18th century, served
mostly soups and other “restoratives”. The establishment was not necessarily
the first place where people could order food, but it was the first to offer a menu
with various choices. Before this, people could buy food at roadside inns, but it

was usually just whatever the cook had made, whenever it was ready, as nothing
was made to order.
1.2.1 NINTEENTH AND TWENTIETH CENTURY RESTAURANT:
The 19th century saw an enormous period of growth in America, particularly in

terms of transportation. Railroads made is easier for people to travel long
distance, and this increased the need of restaurant. American restaurant tried to
emulate French once first, but they used the ingredients local to USA. When the
20th century came around, the restaurant industry started to reflect American’s
lifestyle. People had less time to sit down and dine inn, and this lead to the rise
of fast-food restaurant such as MC DONALD, in the mid-20th century
1.2.2 MODERN RESTAURANT
The focus of modern restaurants is more on the aesthetic and experience of

dining; individual style reflected in food and physical ambience is more
important than it once was. People have more options now than ever before, and
this even applies to clothing worn by those in the restaurant industry. Now,
restaurant workers and owners can choose what image they want to present to
restaurant goes. The choices range from personalized aprons to stylish
jumpsuits. Restaurants have not always been what they are today. In fact, the
history of the restaurant industry shows many changes.
1.3RISE OF RESTAURANT INDUSTRY IN INDIA:
While India has always been a food-loving country with each region having
its own special cuisine, Indians have never been very big on eating out. But

all that is changing now. The restaurant industry in India has been growing
at a rapid pace over the last decade or so and the growth story is set to
continue for the next future.There were nearly 22 lakh hotel and restaurant
establishments in India in 2002. The food service or restaurant industry was
worth a whopping Rs. 43,000 crores in 2010 and growing at a healthy rate
of 15-20 percent annually.
The growth of the restaurant industry coincided with the growth of the great
Indian middle class, which was the by-product of liberalization. Rapid
urbanization, growing awareness of Western lifestyles, more women joining
the workforce, and higher disposable income were some of the factors that
contributed to the growth of the restaurant industry.But the real game
changer was the entry of American fast food chain McDonalds into India in
the year 1996. Indians, who had limited exposure to American food until
then, gave rise to a huge upsurge in the quick service restaurant (QSR)
industry. The following years saw the establishment of many international
fastfood chains such as Dominos, Pizza Hut, KFC, etc.
And while the QSR industry was thriving, Indians discovered fine dining,
too. The joy of experiential eating was new to the Indian consumer, who
was hitherto reluctant to spend copious amounts of money on dining out.
But greater awareness of global cuisines & gourmet food as well as the
search for a heightened dining experience led them to high-end restaurants.
Today, the chain fine dine market in India has around 50 players with 150-
200 outlets spread across various cities and is worth Rs. 500 crores.
1.4PESTEL ANALYSIS OF INDIAN RESTAURANT:

Certain factors in a business, such as salaries, inventory and sales goals can
be controlled. However, businesses are also influenced by the environment
in which they operate. In this situation, environment doesn't refer to the
neighbourhood or surrounding landscape. Think of environment on a much
broader scale when it comes to PESTLE.
1.4.1 POLITICAL/ LEGAL:
A few things that could have an impact on your restaurant are tax reforms
and health regulation, once you've determined the taxes or health regulations
that have the potential to affect your business, you can decide how best to
react. There is increasing pressure for businesses to trade ethically, that is,
socially, environmentally, and economically responsible.
Political factor can greatly influence the Indian restaurant business

anywhere. There are a few examples of political factors like tax reforms or
Health and safety guidelines. Once you have determined these regulations
that can possibly affect your business, you can take appropriate decision to
minimize the impact of such regulations. From purchasing, cooking and
packing to delivery, your restaurant is responsible to take care of the food

products.Health regulations are changing from country to country. The

regulations in India and Pakistan will differ if compared to U.A.E and
United Kingdom where strict food regulations are implemented.
1.4.2 ECONOMICAL:
There are many outside economic factors that can affect Indian restaurant:
the minimum wage and the health of the economy are two that could have a
major impact on your restaurant. You can't control these external factors, but
it's important to assess them and react to them accordingly. If the minimum
wage goes up, you’ll need to determine how many employees you can
reasonably afford. If the inflation rate increases in the Indian economy where
your restaurant is operating, it will affect the prices of the ingredients. As a
results menu prices will go up and most of the time people avoid to order
food from a restaurant or go outside for shopping. Consumer disposable
income is another economic factor that can affect the Indian food industry. If
people have more disposable income, they will hang out with family and
friends and typically will order food from restaurants like Starbucks, KFC,
Subway, McDonald’s or any local restaurant.

1.4.3 SOCIAL:
There are several social factors that can affect Indian restaurant business
negatively or positively. Now-a-days people are more health conscious. This
means that they will prefer organic food instead of junk food. This social
factor might affect your restaurant menu. Generally, restaurants cater both
type customers i.e., spicy or junk food and organic food lover to increase
their customer base. Another good example is people busy lifestyle and late
hours work in the office. Such people are always busy in their routine and
have no time for proper food, workout or sleep. They prefer fast food,
carbonated drink and coffee in their routine. Example of other social factors
include vegetarians, pet loving and transgender customers. Remember it is
very difficult to keep all type of customers happy.Which social and cultural
factors might have an impact on your restaurant? There's an increased
awareness in locally raised, organic food that might determine your menu. A
greater acceptance of transgender customers may affect your bathroom
policy.
1.4.4 TECHNOLOGICAL:
Indian technology is always advancing, and these advances impact how you
run your business. Perhaps you can no longer depend on pen and paper for
waiters, but need to implement a new computer system. Maybe you'll decide
to accept payment via smart phones. Rapid technology advancement and
change can impact your Indian restaurant business for sure. How to take care
of your small restaurant business when you are out of the city? You can have
a closer look at your employees and other operations by installing CCTV
Cameras control with your mobile phone. There are few businesses who use
a manual register to take care of restaurants accounts and other related

operations. There are several restaurant management and accounting

software for example Toast POS and QuickBooks Online with so many
options and processes. If these software are used properly, it can increase the
flow of increase and profitability.
1.4.5 ENVIRONMENTAL:
Both the internal and external environment of our restaurant is very

important to consider. You should have place some indoor plants and take
care of cleanliness on a regular basis while the external surrounding should
be clean and hassle free so that customers can easily reach to your place. Try
to use recycled material and implement a proper food waste management
policy. Donate leftover to charity and needy people. Every environmental
impact is crucial for business expansion and a loyal customer base. The
environment around your restaurant can affect Indian business in a variety of
ways. New freeways can improve or discourage traffic flow near your
building. A sudden influx of competitive restaurants can have a negative
effect on the bottom line. Watching your restaurant's environment can be
crucial for marketing decisions

1.5CURRENT TRENDS IN INDIAN RESTAURANT:
1.5.1 DINE IN THE CLOUD:
Cloud kitchen were not necessarily a 2020 trend. Food delivery platforms had
already pushed many conventional restaurants to offer delivery options while
the concept of a 'dark' kitchen or cloud kitchen without a dine-in option began
to combine even before 2020. Chef Vikas Seth, Culinary Director Embassy
Leisure Bengaluru who runs successful restaurants like Sanchez and Sriracha in
Bengaluru, was one of the many fine-dining restaurants that had to reinvent
their cloud offering. According to him the big challenge was for premier
restaurants to offer competitive price points even though their operations were
under tremendous stress.
1.5.2 IMMUNITY BOOSTER:

Immunity became one of the most googled words in 2020 along with home
haircuts. Pharmacies across India ran out of Vitamin C supplements in the
initial part of the lockdown even as ingredients like turmeric and ginger were
consciously added to our regular diets. We started digging up our grandmother's
immunity-boosting home remedies even as we started to eat smarter. As Kumar
Shobha, General Manager, Hyatt Regency, puts it "Health, immunity, mindful
eating, psychological well-being and our impact on the environment are top-of-
mind concerns with diners in the light of events through 2020. There is also a
growing realisation that our traditional Indianculture is brimming with health
and immunity-boosting, sound practices."
1.5.3 THE MICRO CUISINE AND HYPER-LOCAL WAVE:
We always thought that micro-cuisines need champion chefs and outstanding

restaurants to survive, 2020 proved that home chefs and heirloom recipes had a
big role to play. Regi Mathew, who helms Kappa Chakka Kandhari in
Bengaluru and Chennai (that celebrates home-grown recipes from Kerala),
believes one of 2020's most discerning trends was rediscovering the roots,
revival of heirloom recipes and techniques, and a better understanding of
nutraceutical concepts. According to him, limited mobility prompted many
culinary enthusiasts to understand local ingredients better and how to use them.
Many of the home chefs began to tie up with delivery platforms and
passionately champion India's many micro cuisines as we all discovered there is
life beyond biryani and butter chicken.
1.5.4 THE DIY BOOM:

First, it was survival food then came gourmet offerings, and then as home
dining began to border on predictable came the DIYwave. From Novotel to ITC
Hotels, hotels and restaurants across India aced their DIY game. Whether it was
creating a risotto from scratch or assembling a Mexican fajita, these DIY boxes
had all the ingredients you needed to create a gourmet meal or reminisce about
your favourite travel memories during a year when we had no real use for our
passports.
1.5.5 ARMOURED BUFFETS:
The buffet experience as we know it completely changed in 2020. ITC Kohenur

in Hyderabad was one of the many hotels in India that delivered an entire
Sunday brunch to your doorstep. This was something that the Feathers hotel in
Chennai managed successfully. Buffets went from self-service buffets to
armoured buffets where diners and chefs in live counters were separated by
plastic partitions. All you had to do was to point at a dish and it would arrive at
your table. That's one trend I would like to take with me to 2021 and beyond.

 COMPANY PROFILE

2.1 INTRODUCTION OF MC DONALD:
McDonald's is the world's leading food service organization. They generated

more than $40 billion in System wide sales. They operated over 30,000
restaurants in more than 100 countries on six continents. They have the benefits
that come with scale and a strong financial position. They own one of the
world's most recognized and respected brands. They have an unparalleled global
infrastructure and competencies in restaurant operations, real estate, retailing,
marketing and franchising. They are a leader in the area of social responsibility.
They actively share our knowledge and expertise in food safety and are
committed to protecting the environment for future generations. Yet, they have
not achieved our growth expectations for the past several years. So, their
challenge is to leverage our strengths to profitably serve more customers more
ways more often. The first McDonald’s restaurant was started in 1948 by
brothers Maurice (“Mac”) and Richard McDonald in San Bernardino,
California. They bought appliances for their small hamburger restaurant from
salesman Ray Kroc, who was intrigued by their need for eight malt and shake
mixers. When Kroc visited the brothers in 1954 to see how a small shop could
sell so many milk shakes, he discovered a simple, efficient format that allowed
the brothers to produce huge quantities of food at low prices. A basic hamburger
cost 15 cents, about half the price charged by competing restaurants. The self-
service counter eliminated the need for waiters and waitresses; customers
received their food quickly because hamburgers were cooked ahead of time,
wrapped, and warmed under heat lamps.
McDonald's restaurants serve 68 million customers each day. McDonald's

employing more than 210,000 people as of the end of 2020. There are a total of
2,770 company-owned locations and 35,085 franchised locations, which
includes 21,685 locations franchised to conventional franchisees, 7,225

locations licensed to developmental licensees, and 6,175 locations licensed to

foreign affiliates. Focusing on its core brand, McDonald's began divesting itself
of other chains it had acquired during the 1990s. The company owned a
majority stake in Chipotle Mexican Grill until October 2006, when McDonald's
fully divested from Chipotle through a stock exchange. Until December 2003, it
owned Donator’s Pizza, and it owned a small share of Aroma Café from 1999 to
2001. On August 27, 2007, McDonald's sold Boston Market to Sun Capital
Partners. The main products that McDonalds sells are hamburgers,
cheeseburgers, chicken products, French fries, breakfast items, soft drinks, milk
shakes and desserts. The company alter its menu such as salads, wraps and fruit
in response of obesity trends in western nations and in the face of criticism over
the healthiness of its products.
2.2 HISTORY OF MC DONALD:
Since its incorporation in 1955, McDonald's Corporation has not only become
the world's largest quick-service restaurant organization, but has literally
changed Americans' eating habits--and increasingly the habits of non-
Americans as well. On a one day, more than 46 million people eat at one of the
company's more than 31,000 restaurants, which are located in 119 countries on
six continents. About 9,000 of the restaurants are company owned and operated;
the remainder are run either by franchisees or through joint ventures with local
businesspeople. Systemwide sales (which encompass total revenues from all
three types of restaurants) totalled more than $46 billion in 2003. Nine major
markets--Australia, Brazil, Canada, China, France, Germany, Japan, the United
Kingdom, and the United States--account for 80 percent of the restaurants and
75 percent of overall sales. The vast majority of the company's restaurants are of
the flagship McDonald's hamburger joint variety.

2.2.1 EARLY HISTORY:
In 1954 Ray Kroc, a seller of Multimixer milkshake machines, learned that

brothers Richard and Maurice (Dick and Mac) McDonald were using eight of
his high-tech Multimixers in their San Bernardino, California, restaurant. His
curiosity was piqued, and he went to San Bernardino to take a look at the
McDonalds' restaurant. The McDonalds had been in the restaurant business
since the 1930s. In 1948 they closed down a successful carhop drive-in to
establish the streamlined operation Ray Kroc saw in 1954. The menu was
simple: hamburgers, cheeseburgers, French fries, shakes, soft drinks, and apple
pie. The carhops were removed 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.
2.2.2 Phenomenal Growth in the 1960s and 1970s:
In the early 1960s, McDonald's really began to take off. The growth in U.S.
automobile use that came with suburbanization contributed heavily to
McDonald's success. In 1961 Kroc bought out the McDonald brothers for $2.7

million, aiming at making McDonald's the number one fast-food chain in the
country. In 1965 McDonald's Corporation went public. Common shares were
offered at $22.50 per share; by the end of the first day's trading the price had
shot up to $30. A block of 100 shares purchased for $2,250 in 1965 was worth,
after 12 stock splits (increasing the number of shares to 74,360), about $1.8
million by the end of 2003. In 1985 McDonald's Corporation became one of the
30 companies that make up the Dow Jones Industrial Average. McDonald's
success in the 1960s was in large part due to the company's skilful marketing
and flexible response to customer demand. In 1965 the Filet-o-Fish sandwich,
billed as "the fish that catches people," was introduced in McDonald's
restaurants. The new item had originally met with disapproval from Kroc, but
after its successful test marketing, he eventually agreed to add it. Another item
that Kroc had backed a year previously, a burger with a slice of pineapple and a
slice of cheese, known as a "hulaburger," had flopped.
2.2.3 A Failed Turnaround:
Late 1990s and Early 2000s: Following the difficulties of the early and mid-
1990s, several moves in 1998 seemed to indicate a reinvigorated McDonald's.
In February the company for the first time took a stake in another fast-food
chain when it purchased a minority interest in the 16-unit, Colorado-based
Chipotle Mexican Grill chain. The following month came the announcement
that McDonald's would improve the taste of several sandwiches and introduce
several new menu items; McFlurry desserts--developed by a Canadian
franchisee--proved popular when launched in the United States in the summer
of 1998. McDonald's that same month said that it would overhaul its food
preparation system in every U.S. restaurant. The new just-in-time system,
dubbed "Made for You," was in development for a number of years and aimed
to deliver to customers "fresher, hotter food"; enable patrons to receive special-

order sandwiches (a perk long offered by rivals Burger King and Wendy's); and
allow new menu items to be more easily introduced thanks to the system's
enhanced flexibility. The expensive changeover was expected to cost about
$25,000 per restaurant, with McDonald's offering to pay for about half of the
cost; the company planned to provide about $190 million in financial assistance
to its franchisees before implementation was completed by year-end 1999.
2.2.4 Launching of Revitalization Plan Under New Leadership in 2003:
Cantalupo started his tenure by announcing a major restructuring that involved

the closure of more than 700 restaurants (mostly in the United States and
Japan), the removed of 600 jobs, and charges of $853 million. The charges
resulted in a fourth-quarter 2002 loss of $343.8 million-- the first quarterly loss
in McDonald's 38 years as a public company. The new CEO also shifted away
from the company's traditional reliance on growth through the opening of new
units to a focus on gaining more sales from existing units. To that end, several
new menu items were successfully launched, including entree salads,
McGriddles breakfast sandwiches (which used pancakes in place of bread), and
white-meat Chicken McNuggets. Some outlets began testmarketing fruits and
vegetables as Happy Meal options. Backing up the new products was the launch
in September 2003 of an MTV-style advertising campaign featuring the new tag
line, "I'm lovin' it." This was the first global campaign in McDonald's history, as
the new slogan was to be used in advertising in more than 100 countries. It also
proved to be the first truly successful ad campaign in years; sales began
rebounding, helped also by improvements in service. In December 2003, for
instance, same-store sales increased 7.3 percent. Same-store sales rose 2.4
percent for the entire year, after falling 2.1 percent in 2002.

2.3 ENTRY OF MC DONALD’S IN INDIA:
McDonald’s entered the Indian market in 1996 as a joint venture (JV) between
Oak Brook III. and 2 local partners – Hardcastle Restaurants Private Ltd. in
western India, and Connaught Plaza Restaurants Private Ltd. in northern India.
To enter a market where consuming beef is “banned” was very challenging and
ambitious. McDonald’s objective was to be inspired by the culture of India and
to deliver the greatest of food experiences to the customers in India bringing in
the splice of life. They were aiming for to change the local perception of the
new product being “American” and remove the fear of unknown, where family
“dining in” was a custom for centuries. The management wanted to advertise
McDonald’s as a stimulator and advocate of family and culture values. The
diversity in language and communication is one of the greatest components of
the culture. Until 2000, McDonalds advertised their brand mainly by putting the
main focus on the outlet design and tailor-made food menu for the needs and
desires of the diverse Indian population. McDonald’s entry into India was met
with stiff opposition. Members of the Hindu organization, the Bajrang Dal, the
militant arm of one of the dominant fundamentalist political parties in India, the
Bhartiya Janata Party (BJP) openly protested against the company by attacking
its branches across India on May 4th, 2001. The members of the Bajrang Dal
demolished the restaurant in Thane, a north-eastern Bombay suburb. In southern
Bombay, a McDonald’s store was destroyed by protestors from the leading
Bhartiya Janata Party, who shouted slogans and stained the restaurant’s mascot
with cow dung. SHIV SENA – another Hindu alliance also threatened to protest
outside the McDonald’s corporate office after reports of a lawsuit being filed
against McDonald’s in Seattle.
2.3.1 MARKET SHARE OF MC DONALDS IN INDIA:

The market in India is totally different from that of the USA. Here the family
dining concept works. This led to concept of breakfast combos. The restaurant
was also projected this as a fine dining restaurant. This became the USP of
McDonald’s in India. The television commercials of ‘Toh Aaj McDonald’s Ho
Jaye’ and ‘McDonald’s Mein Hai Kuch Baat’ and the happy price menu is what
attracts Indian people to McDonald’s. The new advertising of Prices of the
Yesteryears attracted the teenager crowd too.
2.3.2 STRATEGIES IN INDIA:
In order to capitalize on the highly price sensitive economy, and the Indian
mentality of liking anything that is foreign, McDonald’s strategy was market
penetration and the three circles strategy. This led to localization ND branding
of the company. The entry of almost all the international brands into India
happened at the same time, while others closed down due to various strategies.
McDonald’s survived only due to keen understanding of the Indian economy.
The massive and aggressive expansion strategies that McDonald’s took up in
India was with the Single objective of establishing its presence in the sub-
continent and to prove to the world that if anything can sell in India it can sell
anywhere. Today McDonald’s has become a household name and finds its
kiosks in almost many schools colleges and corporate. It can be said that there is
no food court without a McDonald’s and almost every Indian has tasted
McDonald’s fast food. This is indeed a great breakthrough for a very orthodox
community that has very rigid and fixed eating habits and traditionally very
Indian.
2.4 SEVICE CONCEPT OF MC DONALDS IN INDIA:

The service concept is the insight and expectations of the service itself in the
thoughts of the employers, investors, stakeholders, employer and customers
(Hill and Jones, 2012). As indicated in the figure below, the concept involves an
open transformation process of transforming inputs to anticipated outputs
through the suitable application resources. More precisely, services are cost-
effective activities that lead to the place, time, psychological or form utility. A
meal in a fast-food restaurant not only saves time but also it offers a
psychological help (Lee and Sozen, 2016). Developing the service concept can
be considered as the ultimate step for a corporation in generating an all-
inclusive service model. McDonald's makes use of a restricted menu, division of
labour, a homogenous product, assembly-line strategy, task groping to enable
specialised skills, all applied to the practical principle that is protected from the
customer. Product quality and customer satisfaction are the basis that enables
McDonald's to create the exceptional fast-food service. Since McDonald's was
established, the service concept has been based on the first-class quality, value,
and cleanness, which has become an essential service direction of the company's
marketing operations (Thornton et al., 2016). Most importantly, the service
concept is facilitated by the employees who reveal positive attitudes and
commitment aimed to customer satisfaction. In this case, McDonald's
restaurants concentrate on attracting and employing the best and at the same
time offer the finest place to work.
2.4.1 PRODUCT:
The product is the physical product or service provided by the company to the
customers. It compasses both the tangible and the non-tangible aspects such as
appearances, assurance or packaging. McDonald's offers products in the same
packages in diverse countries and the consistency of these products attract many
loyal customers. In India, the company has studied the behaviour of customers

and provide an entirely different menu as compared to other countries. As such,

McDonald's has been able to constantly innovate its products based on the
changing tastes and preferences of its customers. The company introduce new
products with a reputed brand, high-quality and outstanding customer-related
features.
2.4.2 PLACE:
The place majorly involves the distribution networks. The company must ensure
that the product is at the right place, at the appropriate time and in the suitable
amount. In India, almost 60 percent of McDonald's restaurants are situated
within areas that are easily accessible by the customers. The company offers
valuable places to meet the preferences and needs of customers and enhance
pleasure and happiness. Besides, McDonald's has standards aimed to generate
suitable hygienic setting and exceptional service for its customers. The
company has also established internet facilities within outlets along with
exciting games and music systems. This is meant to attract young customers and
improve the service level. Additionally, there are specific devoted areas for
children where they can play while their parents are enjoying other services in
McDonald's restaurant.
2.4.3 PRICE:
Pricing of products is a significant factor that determines the customer base and
which generates revenue. As Hill and Jones (2012) point out, the price must
take into consideration the proper demand-supply equation. McDonald's aims to
generate appropriate revenue by keeping the prices of products reasonable and
affordable. This has been the critical concentration since the company was

established in the early 1950s. McDonald's has specific value pricing and
strategies for creating the products to increase overall revenue. In particular, the
company has its complete supply chain system and production bases of raw
materials, which enable it to maintain low prices. For now, the company also
considers the prices of its competitors and the possible means to attract more
customers.
2.4.4 PROMOTION:
McDonald's has implemented various promotional activities to communicate

the product to its target customers effectively. Due to diverse places and
customers, the promotional activities are different, encompassing direct
marketing, personal selling, sales promotion and advertising. The appropriate
message has to be communicated to the target customers through the right
media. Different promotion and marketing tools are used by McDonald's to
communicate to the right audience, mostly through televisions, posters,
billboards and bus terminuses.
2.5 SWOT ANALYSIS OF MC DONALDS:

STRENGTH WEAKNESS
 McDonald's is one of the most  The Franchise business model is a

valuable brands in the whole world. significant weakness of this company.
Their brand value is very high, and It may show a greater impact with the
they also have one of the most passing time. The interruption in
recognized logos. They are also taking supply-chain business models can also
the help of revolutionary technology to affect the growth of the company.
improve their products and service.
 McDonald's is also a multi-billion  McDonald's breakfast menu has lost
real estate empire, and hence they have its charm over the years. The lack of
a strong financial backup. variation and innovation can be the
reason behind that.

OPPORTUNITIES THREAT
 McDonald's is present in selective  McDonald's risky investments in

locations in Asian countries. They can technological initiatives may severely
look for further expansion by having affect their growth in the future.
more restaurants in Asian countries by
launching menus and items based on
the locales' geographic conditions and
taste-preference.
 McDonald's can start working to  The competitive market can be a

rebuild its brand image. The company genuine threat to the company. The
needs to look for some powerful ways other reputed brands like Burger-King
that can negate the effects of negative can be significant threats to
publicity, and at the same time, they McDonald's.
can try to offer employee satisfaction.
CHAPTER-2 LITERATURE REVIEW

1. (gokkaya, 2019) It is composed of numerous elements, such as

colour, music, scent, layout, and design of the physical. It aims to
investigate
the service scape factors and service encounter.It consists of the
physical attributes of a service organization
2. (Patel, 2018) It identifies the main dimensions in a service

environment and views them holistically.To Study perception
towards Servicescape of QSR (quick service restaurant).
To identify the elements thatpositively contributes to the perception
Of service.
3. (Ashwini K. Awasthi, 2014) This helps in "customer familiarity"

So that the employee's behaviour
is directed to satisfy customer
needs during the service
encounter.
It helps to understand the influence
of services capes in determination
of customers' satisfaction and
patronage in leisure settings.
Another important aspect of the services cape framework is staff behaviour
and staff image at the service setting


4. (Anja Reimer, 2015) To examine the impact of the services cape on

perceived service quality in a more comprehensive way. It pays less
attention to the question of how the services cape affects the
evaluation of service quality. Specific research hypotheses are
proposed by analyzing the problems of previous studies.
5. (Fadly Ferdhian susanto, 2018) To emphasize the impact of

the physical environment in which a service process takes
place.
Services cape and service encounter are independent variable pleasure,
arousal, perceived service quality,
and consumer satisfaction are
Interdependent variable.
OBJECTIVE OF THE STUDY :
1. To know the internal and external environment of the McDonald.

2. To check the attitude of McDonald regarding the customers for
providing physical ambience.
3. To have deep effect on customer experience and influence the flow of
the experience.

4. To facilitates customer behaviour and makes the service efficient.

5. To affects customer’s satisfaction and help to build emotional
responses with the company and delivering the experience.
IMPORTANCE OF THE STUDY :
 The project helps to convey expected roles, behaviour and relationships

among service personnel.
 Equipment, furniture and fittings have functionality. Here, functionality
means the ability
 of the furnishings and fittings to facilitate the accomplishment of the
employee and
 customer goals.
 To provide all extra curriculum service apart from basic service.
 To satisfy consumers through which they visit restaurant repeatedly.

CHAPTER-3: THEORETICAL
FRAMEWORK:

4.1 INTRODUCTION OF SERVICESCAPE:
The environment in which the service is delivered and in which the firm and the
customer interact and tangible commodity facilitate performance or
communicates the services. Physical evidence includes the servicescape, a term
used to describe the physical facility where the service is produced and or
delivered.
Totality of the ambience and physical environment in which a service occurs is

known as “servicescape”. For survival and long-term growth of any service
organization, servicescape is considered as future’s form of intense competition
in service environment. Servicescape term coined by Bitner (1992) as “the
physical surroundings as fashioned by service organizations to facilitate the
provision of service offerings to spectators which comprise both tangible and
intangible aspects”. Aspects included in intangible aspects of servicescape are
music, scent, colour and temperature whereas tangible characteristics included
fixtures, decorations and buildings (Hoffman & Turley, 2002; Hoffman &
Bateson, 2006). Appearance and style of physical surroundings where audience
and service provider interact with each other. Kotler and Armstrong explained
servicescape as “the environment in which the service is assembled and in
which spectators interact with tangible commodities that facilitate performance
or communication of the service offering”. Research explained servicescape as
packaging of services offered by an organization. Since service is intangible in
nature, hence its evaluation and assessment cannot analyse while consuming it
but can measure through service quality and other customer experiences.

4.2 IMPORTANCE OF SERVICESCAPE:
 It can have deep effect on customer experience and influence the flow of the
experience.
 It facilitates customer behaviour and makes the service efficient.
 It affects customer’s satisfaction and help to build emotional responses with

the company and delivering the experience.
 It helps to differentiate a service organization from the competition.
 Physical evidence includes, the facilities exterior (landscape, exterior design,

signage, parking, surrounding environment) and facilities interior (interior
design & décor, equipment, signage, layout, air quality, temperature)

 Servicescape also includes other tangibles like business card, stationary,

billing statement, reports, employee dress, uniforms, web pages and virtual
servicescape
4.3 ELEMENTS OF SERVICESCAPE:
4.3.1. Ambient condition:
Ambience condition covers conditions surrounding employees and customers

that can be sensed through a human’s five senses (i.e., eyes, ears, nose, tongue,
and skin)
 MUSIC:
In service settings, music can have powerful effect on perceptions and

behaviours, fast tempo music and high-volume music increase arousal levels.
People tend to adjust their pace either voluntarily or involuntarily to match
tempo of music
 SCENT/PERFUME:
An ambience smell is one that pervades an environment, may or may be

consciously perceived by customers (not related to any particular products). In
service settings, research has shown that scents can have significant effect on
customer perceptions, attitudes and behaviours.
 COLOR:

Warm colours encourage fast decision making and good for low-investment
decisions. Cool colours are preferred for high-investment decisions.
4.3.2 SPATIAL LAYOUT AND FUNCTIONALITY:
It includes the seamless layout of furnishing which is used to achieve maximum

productivity in the mist efficient manners. Spatial layout includes floor-plan,
size and shape of furnishings, counters, machinery, equipment’s, and how they
are arranged. Functionally means ability of those items to facilities
performance.
4.3.3 SIGNS, SYMBOLS ART EFFECTS AND BRANDINGS:
It includes the icon or signals that strengthen the message delivered from the
provider to customers. It helps to communicate firm’s image, helps consumers
to find their way and convey rules of behaviour.
4.3.4 VIRTUAL SERVICES CAPE:
It talks about the medium where the employee or the customers are not in the
same physical area, but they are interacting via an electronic media- the internet.
4.3.5 PEOPLE ARE PART OF THE SERVICE ENVIRONMENT:
The appearance and behaviour of service personal and customers can give
significant impact in service performance.

4.4 ROLES OF SERVICESCAPE:
4.4.1 PACKAGE:
Servicecape package the service offer and communicate an image to the

customers of what they are going to get. Appropriate servicescape helps to
create an image that influences the perceptions of customers. It’s the outward
appearance of the organisation. It also moderates customer expectation and
reinforces his experience.
4.4.2 FACILITATOR:
It serves as a facilitator in aiding the performance of person in then

environment. It also helps in assisting both the customers and service
employees to make the service consumption comfortable and convenient to the
customer. Servicescape facilitators the flow of the service delivery process by
 Provides information
 Facilities the ordering process
 Facilitates service
delivery 4.4.3SOCIALIZE:
Design of servicescape aids in socialization of both the customers and

employees servicescape conveying expected rows, behaviours and relationship.
4.4.4 DIFFERENTIATOR:

The design of the servicescape differentiates one provider from its competitors.
Companies adapt streetscape to repositions the service or identify new customer
segments. Changes in the physical environment can be used to reposition a firm
and to attract new market segments.
4.5 TYPES OF SERVICESCAPE:
4.5.1 A SELF SERVICESCAPE:
The role of service employees is limited. Customer perform most of the

activities, either on their own with a little help from the provider. Examples are
ATM, cinema halls, gymnasium, and restaurants.
4.5.2 AN INTERPERSONAL SERVICESCAPE:
When a service encounter requires a close interaction between the provider and
the customer, the servicescape must be helpful to facilitate this interaction.
Hotels, hospitals, schools and banks are example of this type of servicescape,
they must be designed to attract, satisfy and facilitate the activities of both
customers and providers.
4.5.3 A REMOTE SERVICESCAPE:
There are service settings where there is little or no customer involvement in the
service performance. Telecommunications, insurance and call centres etc. are
examples of remote encounters

CHAPTER-4 RESEARCH METHODOLOGY:

3.1 OBJECTIVE OF THE STUDY:
 To know the internal and external environment of the McDonald
 To check the attitude of McDonald regarding the customers for providing

physical ambience
 To know how customer think about servicescape displayed given by

McDonald.
 The main objective of a servicescape is to give that environment in which

customers feel happy and have malicious meal with their family.
3.2 IMPORTANCE OF THE STUDY:
 The project helps to convey expected roles, behaviour and relationships

among service personnel.
 Equipment, furniture and fittings have functionality. Here, functionality

means the ability of the furnishings and fittings to facilitate the accomplishment
of the employee and customer goals.
 To provide all extra curriculum service apart from basic service.
 To satisfy consumers through which they visit restaurant repeatedly.
3.3 RESEARCH METHODOLOGY:

 TYPE OF RESEARCH DESIGN: It is an overall framework of project

that indicates what information to be collected from which sources and by
which procedures. It is considered as a “blueprint” for research. It is also
the plan, structure and strategy of investigation visualized so as to obtain
answer to research questions.
 COLLECTION OF DATA:
There are mainly two types of data collection sources.

1) Primary data
2) Secondary data
From the above two we are using primary data collection sources for
survey.
 DATA COLLECTION TECHNIQUES:
1) SAMPLING SIZE:
Total number of elements studied is known as sample size. In this

project, sample size i.e., number of users surveyed will be 100.
2) SAMPLING METHOD:
There are two types of sampling methods: Probability and Non-

Probability sampling. Here, convenient sampling, a type of non-
probability sampling method will be adopted.

3) SAMPLING FRAME:
The sample frame for this survey is public using
4) SAMPLING ELEMENTS:
The elements which are available for selection in a sample are those
consumers who are visiting and experiencing environment of MC
DONALDS.
5) SAMPLING METHOD:
Sampling method will be non-probability and convenience sampling

method.
6) SURVEY TOOL:
In this project, Structured Questionnaires will be used.
3.4 DATA ANALYSIS:
In this report, the data collected through questionnaires will be

analysed by following techniques:
1) Charts
2) Tables 3) Percentages
3.5 LIMITATION OF THE STUDY:

 As population as a whole will not be studied, convenient samples are

selected this is its main limitation.
 This research will be waste for senior people who are religious and
don’t visit any restaurant.
 This research might not give proper knowledge about servicescape

of all restaurant because every restaurant has their different way of
delivering service.
3.6 SCOPE OF THE STUDY:
Servicescape deal with the service provided by the restaurant to the

customers.Servicecape can also extend to different food companies
because every restaurant can think about new ways of providing
various kind of services.

CHAPTER-5 DATA ANALYSIS &

INTERPRETATION:

1.
 INTERPRETATION:
In above pie chart, it is interpreted that out of 103
respondent 98.1% have visited McDonald’s.
2.
 INTERPRETATION:
respondent 54.8% respondents visit Mcd few times a
week, 25% once a week and to continue with 18.3% a
few times a week and very few visits everyday.

3.
 INTERPRETATION:
respondent 36.9% respondents prefer evening, 33%
prefer night, 19.4% prefer noon and only 10.7% prefer
morning time to visit Mcd.
4.
 INTERPRETATION:
In above pie chart, it is interpreted that out of 102, respondent
there is an equal proportion between only veg and both veg
and non-veg with 41.7% and 16.5% respondents prefer only
non- veg.

5.
 INTERPRETATION:
respondent 23.1% respondent prefer to have big Mac
burger, 21.2% respondents prefer Mc chicken, 20.2%
respondents prefer cheese burger, 17.3% prefer french
fries and 12.5% respondents prefer Mc nuggets.
6.
 INTERPRETATION:
In above pie chart, it is interpreted that out of 103 respondent
39.4% respondents likes combo offer, 27.9% respondents likes
quick service of Mcd, 15.4% of respondents like staff
behaviour of Mcd, 13.5% respondents like kitchen setup for
veg and non-veg and only 8.7% respondents like sitting
arrangements of Mcd.

7.
 INTERPRETATION:
respondent 75% respondents use special offers at Mcd
and rest 25% doesn’t.
8.
 INTERPRETATION:
respondent 64.4% respondents prefer both online
order and offline, 24% respondents prefer to order on
store only and 11.5% respondents prefer online order.

9.
 INTERPRETATION:
In above table, it is interpreted that out of 103
respondent in AMBIENCE 45% are satisfied,39% are
highly satisfied and 19% are neutral
in INTERIOR 60% are satisfied, 22% are neutral,19%
satisfied and 2% are unsatisfied
In CUTLERIES 57% are satisfied, 26% are neutral,
18% are highly satisfied and 2% are dissatisfied
In COMFORTABLE SITTING 41% are satisfied,
32% are neutral, 29% are highly satisfied and 1% are
dissatisfied.

10.
 INTERPRETATION:
respondents 60.2% respondents are students, 15.5%
respondents are business person, 14.6% respondents
are service doing person and 9.7% respondents are
unemployed.
11.
 INTERPRETATION:
respondents 26% respondents are post graduate,
23.1% respondents are 12th pass, 22.1% respondents
are undergraduate, 15.4% respondents are diploma
studying and 13.5% respondents are professionals.

12.
 INTERPRETATION:
respondents 76% of respondents are aged between 21-
30, 14.4% respondents are between 31-40, 7.7%
respondents are between 41-50 and 4.9% respondents
are 51 onwards.

CHAPTER-6 FINDINGS AND CONCLUSION:
 From the above pie chart, it is interpreted that out

of 103 respondent 98.1% have visited McDonald’s.
 From the above pie chart, it is interpreted that out of

102 respondent 54.8% respondents visit Mcd few
times a week, 25% once a week and to continue
with 18.3% a few times a week and very few visits
everyday.

102 respondent 36.9% respondents prefer evening,
33% prefer night, 19.4% prefer noon and only 10.7%
prefer morning time to visit Mcd.

 From the above pie chart, it is interpreted that out of 102,

respondent there is an equal proportion between only veg
and both veg and non-veg with 41.7% and 16.5%
respondents prefer only non-veg.

103 respondent 23.1% respondent prefer to have big
Mac burger, 21.2% respondents prefer Mc chicken,
20.2% respondents prefer cheese burger, 17.3%
prefer french fries and 12.5% respondents prefer Mc
nuggets.
 From the above pie chart, it is interpreted that out of 103

respondent 39.4% respondents likes combo offer, 27.9%
respondents likes quick service of Mcd, 15.4% of
respondents like staff behaviour of Mcd, 13.5% respondents
like kitchen setup for veg and non-veg and only 8.7%
respondents like sitting arrangements of Mcd.

103 respondent 75% respondents use special offers
at Mcd and rest 25% doesn’t.

103 respondent 64.4% respondents prefer both online
order and offline, 24% respondents prefer to order on
store only and 11.5% respondents prefer online order.
 From the above table, it is interpreted that out of 103

respondent in AMBIENCE 45% are satisfied,39%
are highly satisfied and 19% are neutral.
 In INTERIOR 60% are satisfied, 22% are

neutral,19% satisfied and 2% are unsatisfied.
 In CUTLERIES 57% are satisfied, 26% are

neutral, 18% are highly satisfied and 2% are
dissatisfied.
 In COMFORTABLE SITTING 41% are satisfied,

32% are neutral, 29% are highly satisfied and 1%

are dissatisfied.

 From the above pie chart, it is interpreted that out

of 102 respondents 60.2% respondents are students,
15.5% respondents are business person, 14.6%
respondents are service doing person and 9.7%
respondents are unemployed.

103 respondents 26% respondents are post graduate,
23.1% respondents are 12th pass, 22.1%
respondents are undergraduate, 15.4% respondents
are diploma studying and 13.5% respondents are
professionals.

103 respondents 76% of respondents are aged between
21-30, 14.4% respondents are between 31-40, 7.7%
respondents are between 41-50 and 4.9% respondents
are 51 onwards.
CONCLUSION:
This purpose of this study on fine dining, fast food and food court restaurants in
India was to identify and understand the relative importance of four
determinants of customer satisfaction and loyalty, namely, Servicescape,
Human Service, Food Quality and Price. Overall, it was found that Service
Environment (Servicescape and Human Service) played a critical role in
determining the youth satisfaction and loyalty. The results indicated that
customers were generally satisfied with the restaurants and the key determinants
on their satisfaction and loyalty were mainly Human Service and Price. The
former was found to be the most important across all the three types of
restaurants investigated. However, the impact of servicescape on customer
satisfaction and loyalty was found to be relatively smaller, except for the fast-
food restaurants.

CHAPTER-7 BIBLOGRAPHY
 https://theaims.ac.in/resources/rise-of-the-restaurant-industry-in-india.html
 https://www.alimentarium.org/en/knowledge/origins-restaurant
 https://www.marketingtutor.net/pestle-analysis-of-a-restaurant/
 https://www.referenceforbusiness.com/history2/56/McDonald-s-
Corporation.html
 https://www.grin.com/document/493809
 https://www.edrawmax.com/article/mcdonalds-swot-analysis.html
REFERENCE:
1) Nuray turker (2019). The research aims to understand the Effect
of Restaurant Servicescapes on Customer Loyalty
2) Dr Baxis Patel (2018). The research aims to understand Perception

Towards Servicescape Of Quick Service Restaurant
3) Ashwini K. Awasthi (2014). The research aims to understand Services

cape elements in leisure Service Settings.
4) Anja Reimar (2015). To identify theImpact of Servicescape on

Quality Perception.
5) Fadly Ferdhian (2018). The research aims to know about the The Influence
of Servicescape and Service Encounter on Consumer Emotion, Perceived
Service Quality

CHAPTER-8 ANNEXURE :-
Questionnaire
1. Have you ever visited Mcdonald’s ?
A. Yes ☐ B. No ☐
2. How often do you visit Mcdonald’s ?
A. Everyday ☐
B. A few times a week ☐
C. About once a week ☐
D. A few times a month ☐

3. What time of the day do you prefer to eat at Mcdonald’s ?
A. Morning ☐
B. Noon ☐
C. Evening ☐
D. Night ☐
4. Do you prefer having veg or non-veg ?
A. Only veg ☐
B. Only non-veg ☐
C. Both veg and non-veg ☐
5. Which of the following is your favourite meal at Mcdonald’s ?
A. Big mac burger ☐
B. Cheeseburger ☐
C. Mcchicken ☐
D. Mcnuggets ☐
E. French fries ☐
6. What do you like about Mcdonald’s ?

A. Staff behaviour ☐
B. Combo offers ☐
C. Kitchen setup for veg and non-veg ☐
D. Quick service ☐
E. Sitting arangements ☐
7. Do you use special offers/coupons for your order at mcdonald’s ?
A. Yes ☐
B. No ☐
8. What is your preference ?
A. Online order ☐
B. At store ☐
C. Both A and B ☐
9. The following set of statement relates to your perception of services of

MC DONALD. For each statement, please rate it based on the given scale

(Instruction 1- Highly satisfied, 2-Satisfied, 3-neutral, 4-unsatisfied)
9.1. Ambience .
1. Highly satisfied ☐
2. Satisfied ☐
3. Neutral ☐
4. Unsatisfied ☐
9.2. Interior .
2. Satisfied ☐
3. Neutral ☐
4. Unsatisfied ☐
9.3. Cutleries.
2. Satisfied ☐
3. Neutral ☐
4. Unsatisfied ☐
9.4. Comfortable sittings.

1. Highlt satisfied ☐
2. Satisfied ☐
3. Neutral ☐
4. Unsatisfied ☐
10. Occupation:

A. Student ☐
B. Service ☐
C. Business ☐
D. Unemployed ☐
11. Qualification
A. Professional ☐
B. 12th pass ☐
C. Diploma ☐
D. Undergraduate ☐
E. Post graduate ☐
12. AGE .
A. 21-30 ☐
B. 31-40 ☐
C. 41-50 ☐
D. 51 onwards ☐












Roshan Desai Wip

Uploaded by

Document Informationclick to expand document information

Copyright:

Available Formats

Roshan Desai Wip

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Roshan Desai Wip

Uploaded by

Copyright:

Available Formats

A STUDY ON CONSUMER NUYING BEHAVIOUR MC DONALD IN INDIA

“A study on Consumer Behaviour of MC DONALD in

Roshan Desai (052)

Under the guidance of

AGARWAL VIDYAVIHAR ENGLISH MEDIUM

AGARWAL VIDYAVIHAR ENGLISH MEDIUM COLLEGE SURAT

Roll No. Name Signature

52 DESAI ROSHAN GAURANGBHAI

Place: SURAT Date: / /

AGARWAL VIDYAVIHAR ENGLISH MEDIUM COLLEGE SURAT

BEHAVIOUR ON MC DONALD IN INDIA” is the bonafide work of DESAI ROSHAN

earlier occasion on this or any other candidate.

Signature of Faculty Guide I/c Principal Signature

AGARWAL VIDYAVIHAR ENGLISH MEDIUM COLLEGE SURAT

It is my privilege to express my deep sense of gratitude to Nandish M. Upadhyay, their

AGARWAL VIDYAVIHAR ENGLISH MEDIUM COLLEGE SURAT

The topic “A study on service scape of MC DONALD in INDIA city” includes

AGARWAL VIDYAVIHAR ENGLISH MEDIUM COLLEGE SURAT

AGARWAL VIDYAVIHAR ENGLISH MEDIUM COLLEGE SURAT

3.3 Research methodology

6. Findings and conclusion 55 – 57

AGARWAL VIDYAVIHAR ENGLISH MEDIUM COLLEGE SURAT

CHAPTER-1 INTRODUCTION OF TOPIC

AGARWAL VIDYAVIHAR ENGLISH MEDIUM COLLEGE SURAT

1.1 INTRODUCTION OF RESTAURANT INDUSTRY:

Restaurant companies are importantly retailers of prepared foods, and their

In Western countries, most mid-to high-range restaurants serve alcoholic

AGARWAL VIDYAVIHAR ENGLISH MEDIUM COLLEGE SURAT

1.2 HISTORY OF RESTAURANT INDUSTRY:

AGARWAL VIDYAVIHAR ENGLISH MEDIUM COLLEGE SURAT

1.2.1 NINTEENTH AND TWENTIETH CENTURY RESTAURANT:

The 19th century saw an enormous period of growth in America, particularly in

1.2.2 MODERN RESTAURANT

The focus of modern restaurants is more on the aesthetic and experience of

1.3RISE OF RESTAURANT INDUSTRY IN INDIA:

AGARWAL VIDYAVIHAR ENGLISH MEDIUM COLLEGE SURAT

1.4PESTEL ANALYSIS OF INDIAN RESTAURANT:

AGARWAL VIDYAVIHAR ENGLISH MEDIUM COLLEGE SURAT

1.4.1 POLITICAL/ LEGAL:

Political factor can greatly influence the Indian restaurant business

AGARWAL VIDYAVIHAR ENGLISH MEDIUM COLLEGE SURAT

products.Health regulations are changing from country to country. The

AGARWAL VIDYAVIHAR ENGLISH MEDIUM COLLEGE SURAT

AGARWAL VIDYAVIHAR ENGLISH MEDIUM COLLEGE SURAT

operations. There are several restaurant management and accounting

Both the internal and external environment of our restaurant is very

AGARWAL VIDYAVIHAR ENGLISH MEDIUM COLLEGE SURAT

1.5CURRENT TRENDS IN INDIAN RESTAURANT:

1.5.1 DINE IN THE CLOUD:

1.5.2 IMMUNITY BOOSTER:

AGARWAL VIDYAVIHAR ENGLISH MEDIUM COLLEGE SURAT

1.5.3 THE MICRO CUISINE AND HYPER-LOCAL WAVE:

We always thought that micro-cuisines need champion chefs and outstanding

1.5.4 THE DIY BOOM:

AGARWAL VIDYAVIHAR ENGLISH MEDIUM COLLEGE SURAT

1.5.5 ARMOURED BUFFETS:

The buffet experience as we know it completely changed in 2020. ITC Kohenur

AGARWAL VIDYAVIHAR ENGLISH MEDIUM COLLEGE SURAT