Abstract

My dissertation is on the topic CONSUMER PREFERENCE TOWARDS

MCDONALD’S. It talks about the fast food sector to which McDonald’s belongs
competitors, threats and the costumer satisfaction and preference towards
MCDONALD’S outlet in DUBAI. McDonald’s is a part of McDonald’s Corporation
US.
As a part of our research work are trying to understand the costumers
satisfaction level and preference which can fulfill all the costumer needs which
will be further classified n further discussed in the report. Our basic object of this
research work is to study the level of costumer satisfaction n preferences
towards McDonald’s in DUBAI, buying behavior of the people living in DUBAI and
thus listing out the short comings and drawing out conclusions according to the
present needs of the consumer .As it’s said that “CUSTOMER IS THE KING” so
all his/her needs have to be catered to.
 Chapter 1 Introduction

1.1 INTRODUTION OF THE COMPANY:

Founded in 1955 by RAY KROC McDonald’s cooperation today is known around
the world as an icon of American lifestyle, marketing billions of hamburgers
around the world. McDonald’s is the largest and best known global food services
retailer 31000 restaurants across 117 countries. Yet on any one day, even as a
market leader, McDonald’s serves less than 3% of the world’s population.
Its outstanding brand recognition, experienced management. High quality food,
site development expertise, advanced operational systems and unique global
infrastructure position it to capitalize on global business opportunities.
McDonald’s plan to extend its leadership position through great tasting food,
superior service; everyday value and convenience have made it a well known
brand name around the world. Its effort to increase market share and profitability
and costumer satisfaction has produced high returns to shareholders, a
compound annual return of 24% over the past 10 years.
 McDonald’s Vision

McDonald’s vision is to offer the world’s best and quickest service restaurant
experience to its costumers all over the world. Being best in the business means
constantly satisfying costumers better than anyone else through outstanding
quality, service, cleanliness, and value. Supporting this vision are five global
strategies being pursued by McDonald’s worldwide.
Developing its personnel at ever level of organization, beginning in its
restaurants. Constant innovative in its menu, facilities, marketing, operations, and
technology. Expanding its global mindset by sharing best practices and
leveraging their best people and technology resources around the world.
Long term re-invention of the category in which it competes and the development
of other business and growth opportunities. Continue the successful
implementation of changes.

McDonald’s U.A.E

IN 1994, Emirates Fast Food Company acquired the McDonald’s franchise in the
U.A.E.Based on the agreement the 100%local company owns and operates all
McDonald’s restaurants across U.A.E.Since establishing the first restaurant in AL
GHURAIR CITY, McDonald’s UAE has been an active player in the local
community, and a solid supporter of its economy; sourcing around 80% of its
supplies from local and regional suppliers in the ARAB world. Through its
geographical expansion across the EMIRATES, McDonald’s UAE is committed to
serve high quality products to it costumers in pleasant family atmosphere!!
1.2 Introduction to research problem

MOTIVE:
The basic motive of preparing this report is to study the consumer preferences
towards McDonald’s in DUBAI and to know about the BUYING BEHAVIOR of
consumers for McDonald’s.

OBJECTIVES:
The objective of the report is to study the consumer preferences towards
McDonald’s in DUBAI and also to analyze the buying behaviors of Burgers by the
people living in DUBAI.

SCOPE:
This report to some extend will tell us about the success of McDonald’s in DUBAI
and also about the various other fast food outlets like KFC, Burger King, and
Pizza Hut etc in DUBAI. This report will also help me to know more about the
market strategies and selling modes followed by McDonald’s in DUBAI and
various kinds of recommendations n suggestions.

DEFINING THE PROBLEM:

It is important to decide what information is needed and set the objectives of the
research, ensuring it is both commercially and worthwhile and that the objective
is feasible and achievable.

DEVELOPING THE APPROACH TO BE TAKEN:

The planning phase will concern itself with timescales, resources to carry out the
work, the expertise required to meet the objective and the decision as to whether
a qualitative or quantitative approach is to be taken.
DESIGNING THE REASEARCH:
In the designing the research strategy consideration will be given to the different
action steps that need to be taken. Ensuring full use of secondary data sources
will be important, as well the use of pilot study to ensure the development of an
effective and meaningful questionnaire.

CARRYING THE OUT OF FIELD WORK:

Decision as to how the questionnaire will be administrated will be made as well
as decisions as to who do the work and what resources are required.

ANALYSING THE DATA:

The data analyzed stage will need to take full account of the objectives of the
research and the clients and needs.

PREPAING THE REPORT AND THE PRESENTATION:

These are the outputs of the researched work and vital in establishing the
credibility of the research methods used and the validity of the findings of the
research.

1.3 SWOT ANALYSIS

SWOT analysis is the simple framework for generating strategic alternatives from
a situation analysis. It is applicable to either the corporate level or the business
unit level and frequently appears in marketing plans. Such an analysis of the
strategic environment is referred to as a swot analysis a scan of the international
or the external environment is an important part of the strategic planning process.
Environmental factors internal to the firm usually can be classified as the
strengths or the weaknesses, and those external to the firm can be classified as
opportunities or threats. The SWOT analysis provides information that is helpful
in matching the firm’s resources and capabilities to the competitive environment
in which it operates.
STRENGHTS
• Large market share
• Strong supply chain
• Rigorous food safety standards
• Decentralized yet connected system
• Strong brand name \ image and reputation
• Strong financial performance and position
• Affordable prices and high quality products
• Nutritional information available at stores
• Strong global presence and performance in the global marketplace
• Specialized training for the managers known as the HAMBURGER
UNIVERSITY
• McDonald’s Plan to Win focuses on people, products, place, price,
promotion
• Global brand power, Global presence
• Convenient Locations and Payments Methods(Ezlink)
• Appeals to the mass market(especially the kids)
• 24/7 Operations, Drive Thru, Delivery(extensive coverage of the market)
• Halal certification
• Ronald McDonald's Children's Society

WEAKNESSES

• Unhealthy food image, perceived as junk food.

• High staff Turnover including Top management.
• Customer losses due to fierce competition.
• Legal actions related to health issues; use of Tran’s fat and beef oil.
• Franchising fragility-control over franchises.
OPPORTUNITIES

• Expansion of the other cashless payment systems.

• Well being and ethical image improvement.
• Expansion of the children market ( other business-market penetration)
• Setting up vegetarian menus or outlets to expand the market.
• Growing health trends among consumers.
• Joint ventures with retailers( e.g. supermarkets)
• Consolidation of retailers likely, so better locations for franchisees.
• Respond to social changes- by innovation within healthier lifestyle foods.
Its move into hot baguettes and healthier snacks (fruit) has supported its
new positioning.
• Use of CRM, database marketing to more accurately market to its
consumer target groups. It could identify likely customers (based on
modeling and profiles of shoppers) and prevent brand switching.
• Strengthen its value proposition and offering, to encourage customers who
visit coffee shops into McDonalds.
• Diversification and acquisition of the other quick-service restaurants.
• Growth of the fast-food industry.
• Worldwide deregulation
• Low cost menu that will attract the customers.

THREATS

• Health professionals and consumer activist accuse McDonald's of

contributing to the country's health issue of high cholesterol, heart attacks,
diabetes and obesity.
• The relationship between corporate level McDonald's and its franchise
dealers.
 • McDonald's competitors threatened market share of the company both
internationally and domestically.
• Anti-American sentiments
• Global recession and fluctuating foreign currencies.
• Intense Competitions.
• Growth of health conscious eaters.
• Outbreak of diseases (madcow, H5N1, bird flu, SARS).
• Recent hygiene complaints affect sales.

POLITICAL AND LEGALS.

The international operations of McDonald's are highly influenced by the
individual state policies enforced by each government.
Any changes in regulations, the imposition of additional regulations, or the
enactment of any new legislation under the administration that impacts
employment/labor, trade, and product safely, transportation/logistics, health care,
tax, privacy, or environmental issues could have an adverse impact on our
financial condition and results of operations.

ECONOMIC
• McDonald's has the tendency to experience hardship in instances where
the economy of the respective states is hit by inflation and changes in the
exchange rate.
• Market leader.
• Very high target market.
• Low cost and more incomes.
• The rate at which the economy of that particular state grows determines
the purchasing power of the consumers in that country.

SOCIAL
• Working within many social groups.
 • Increase employment,

TECHNOLOGICAL

• Advanced technology development.

• Quality standards

ENVIROMENTAL

• Quality packing.
• Local manufacture using foreign supplies.
 Chapter 2 - Literature Review
The Literature Review is a thorough summary of the recognized facts and
information in academic literature about a given subject. Most cited sources in a
dissertation or thesis are listed in the Literature Review. The student must locate
previous research studies (usually found in professional journal articles) that
have contributed to the field in a manner similar to what his or her own thesis or
dissertation proposes.

2.1 Related Studies

1) The below article was extracted from dissertations by the students of Skyline
College on Marketing Strategies Adopted by McDonald’s and Consumer
Perception Towards Fast-Food

Purpose: This project involves the service level provided by McDonald’s and its
competitors

Research Objective

The primary objective of study was Marketing Strategies adopted by “Mc

Donald’s”. This objective is supported by four secondary objectives, achieving
them will lead to the fulfillment of primary objective. They include:

To understand the marketing strategy of McDonalds with respect to targeting,

positioning and Marketing mix.

To understand consumer perception and to find buyer behavior towards fast

food.
To Compare Service quality of Competitors Vs McDonalds

To find out the ways by which McDonald’s can improve upon its service quality
and bring more satisfaction to customers and thus add value to its bottom line.

Limitations of Study

Certain limitations were inherent with this project work.100% response rate
was not found from the respondents. Some extent of biasness was found
because of Brand loyalty while answering the questions .Potential biases
such as reluctance of consumers, executives etc. Lack of interest of the
respondent was one of the major problems .The Geographic extent of this
study was limited to the Dubai market only.

Summary

Over the past few years the Indian economy has undergone drastic changes-
changes that have had the market flooded with multinationals and a variety of
products. There has been a sudden upsurge in the Indian industry and
exponential growth in specific industries. Today’s companies work in a war zone
of rapidly changing competitors, technological advances, new laws, managed
trade policies and diminishing customer loyalty.

2.2 Related study 2:

2) Another related study was done by Peter, Olson in 2005 about Environmental
Impacts on Consumers of McDonald’s. In this dissertation the researcher aims to
critically analyze the social and ethical responsibilities of Mc Donald’s, a
multinational fast food chain. Mc Donald’s is one of the world’s largest chains of
fast food restaurants. Franchises of Mc Donald’s are spread across the world. It
is a success story which has redefined the art of reaching out to people across
the borders. However, in the recent past several questions have been raised
regarding the ethical and moral obligations of the organization. Thus, the
principal objective of the report is to present an argument regarding the social
responsibilities of the organization. The arguments are presented from the point
of view of one of the marketing managers of Mc Donald’s. The argument is
regarding whether Mc Donald’s should only focus only on maximizing its profits
or whether it should also realize and give due importance to its social and ethical
responsibilities. The arguments presented in the report emphasizes the fact that
instead of restricting itself to an organization whose only aim is to garner
maximum profits, Mc Donald’s should concentrate on its moral and ethical
obligations also. In the last few years, Mc Donald’s brand values have declined
considerably, owing to a number of controversies and debates regarding the way
it operates. While presenting the argument, some of the most prominent
controversies associated with the organization, in the recent past, have been
mentioned. These controversies reflect that Mc Donald’s, over the years, has, to
a large extent, neglected its moral and ethical obligations. Ethical and moral
questions regarding the activities of the organization has become a common
affair in the recent past. The steps that have been taken by the organization, to
revive and restore its brand image have not proved to be sufficient. Clearly, the
scenario reflects that the organization has failed to fully realize its basic moral
and ethical duties. Thus, the time has come, when the organization rectifies and
reassesses its strategies
 CHAPTER 3 – Research Methodology

3.1 Introduction
The research methodology used in the present research focuses on collecting
information on current position of MacDonald’s and its possibilities of growth in
near future. Data was collected with a survey instrument which focused on the
MacDonald’s context. Responses on the customer satisfaction, expectation, and
perception of services provided by MacDonald’s are measured. Both primary
source and secondary source are used to collect the information.

Research methodology is the systematic and focused process of gathering

interpreting and reporting information to help solving specific problems or to take
advantages of various opportunities.

Research methodology is how a subject or topic is researched upon and the

sources and the means of collecting information is order to support the data
collected. Research methodology provides a specific and clear cut visualization
of many ways of conducting a research and the detailed information on how to go
about collecting information to aid in the completion of the research.
(http://libweb.sonoma.edu)
3.2 Research Methodology

According to White (2000) research methodology is a process, a series of

activities unfolding over time. It involves a number of things such as choice of the
research design, the collection of data, the evaluation of results, and so on.

Broadly two types of research methodologies are used by the researcher in the
research. They are:

Inductive Method
According to Zikmund (2000) “Inductive methodology is a method for generating
new theory from various types of research.”

Deductive Method
According to Zikmund (2000) “Deductive methodology is one that intends to test
existing theory in an empirical setting”.

Research Design
According to Zikmund (2000) “Research design is a master plan that specifies
the methods and procedures for collecting and analyzing the needed information,
it is framework for the research plan of action.” There are three types of research
design which are as follows:

Exploratory Design
According to Zikmund (2000) “Exploratory study is conducted to clarify the nature
of ambiguous problems.”

Descriptive Design
According to Zikmund (2000) “Descriptive research seeks to determine the
answers to who, what, when, where and how questions.”
Causal Design
A causal research is undertaken when the researcher are interested in knowing
the cause and effect between two or more variables. Such studies are based on
reasoning along well tested. (GC Beri 2000)

Descriptive Research
Descriptive research, also known as statistical research, describes data and
characteristics about the population or phenomenon being studied. Descriptive
research answers the questions who, what, where, when and how. Although the
data description is factual, accurate and systematic, the research cannot
describe what caused a situation. Thus, descriptive research cannot be used to
create a causal relationship, where one variable affects another. In other words,
descriptive research can be said to have a low requirement for internal validity.
The description is used for frequencies, averages and other statistical
calculations. Often the best approach, prior to writing description research, is
To conduct a survey investigation.

Sampling Size & Methods:

During the course of my research I will be analyzing certain customers of
MacDonald’s and draw conclusion about the customer perception about the
service quality in general. The Sampling of respondents will be done purely on
random basis, and there will be no sequential order will be followed. The reason
why random sampling is adopted because in the service center ,people from all
walks of life visit, people come s from different countries different ethnic and
cultural background. Thus, that is the reason why questions regarding nationality
and cultures are retrained from the questionnaire. The sample size of my
research will be limited to 100 respondents, there by keeping the survey small
enough to be manageable and big enough to provide with accurate information.
3.3 DATA COLLECTION

Primary data:-
Primary data is the data taken primarily. It refers to the collection of
first hand information. This is done by conducting surveys using questionnaires,
personal interviews and observation. In my study I will be interviewing the
respondents with the help of a structured questionnaire. The questionnaire is the
backbone of obtaining first hand data during interviews.

The questionnaire method has certain advantages. One of the main advantages
is its versatility. Another advantage is that of the speed and cost. It is faster and
cheaper than observing. There are certain disadvantages also. One of the main
problems is the unwillingness of respondent to provide information. Questions
about income or personal questions are more likely to be refused. As the
questionnaire is the fast and cheapest method to obtain data so I have chosen
this method. It is the best suitable method for my research.

Secondary data:-
Already existing data is called secondary data. I collected them by following
method

• Internet
• Books
• Articles, Journals, books on customer satisfaction and marketing
perspectives
Survey

To obtain a better insight of the Burger Market, a questionnaire was designed to

answer. Questions were asked about customers’ overall image of various Burger
chains, the importance of certain attributes and how well these attributes
measure up for each Burgers chain.
A questionnaire survey was done on a sample of people staying in Dubai. Some
are local and other being the foreigners. The survey was conducted on 50 people
among whom the questionnaires were circulated.
Also, personal interviews were conducted with a few in the sample. Some
interviews were also conducted one to one without using the questionnaire.
A general discussion was carried out with the persons while conducting personal
interview to form an overview and recommendations regarding the attributes of
Burger industry.

Measurement Scales
Scaling is the procedure for the assignment of numbers to a property of objects
in order to impart some of the characteristics to the properties in question.

Measurement scales are of three types:

• Rating scale
• Ranking scale
• Categorization

For the purposes of my research, I shall use only the rating scale. Rating scales
that I may use will include:
• Multiple choice scales: multiple options are given. Multiple choice single
response scale allows participant to select only one answer & multiple
choice double response allows participant to choose more than one
answer.
 • Numerical scales: equal intervals that separate their numerical scale
points. E.g. a scale of 1-5 for cleanliness of a restaurant
• Multiple rating list scale: accepts a circled response from the rater and
allows a mental map of the respondents’ evaluation to be evident

Data Analysis and Interpretations

After the survey, the questionnaires were complied statistically and analytical
tables were prepared. To consolidate the results of the survey, various statistical
tools such as percentage and mean scores were calculated and these were
represented in the various tables. Based on the tables, different graphs were
prepared for an easier pictorial analysis and interpretation. The findings from the
overall were compiled together under the conclusion and suggestions on the
basis of the same were put forward.
 CHAPTER 4 - Data Analysis

1) Gender of the respondents:

Gender Male Female

No of respondents 52 48

53
52
51
50 Male
49 Female
48
47
46
Male Female

Findings: From the above table it is clearly evident that out of the 100
respondents who were asked about their gender, all responded.
2) Age group of the respondents

No of respondents
Age group
12-16 30
18-24 40
25-30 22
30+ 8

45
40
35
30 16-Dec
25 18-24
20 25-30
15 30+
10
5
0
No of repondents

Findings: From the above table it is clearly evident that out of the 100
respondents who had attempted the survey questionnaire,33% belonged to
the age group of 12-16, 42% belonged to the age group of 18-24 and the 25%
respondents were aged between 25-30 and 8% belonges to the age group of
30+.

3) Educational background of the respondents

 50
45
40
35 Higher Secondary
30 Intermediate
25 Higher Secondary
20 Graduate
15
Post Graduate
10
5
0
Your Educational Background?

Findings: the above bar graph, find’s that 15% respondents were in higher
secondary, 45% were intermediates, 10% were Higher Secondary, 20% are
graduates and 10% were Post Graduate
4) Yearly income of the respondents

Income Respondents
1000-4000 40
5000-8000 40
10000-12000 14
12000+ 6

40
35
30
25 1000-4000
20 5000-8000
15 10000-12000
12000 +
10
5
0
Repondents

Findings: The above tables describe the average annual income of the
respondents who were questioned during the survey. This piece of information
was useful since it provided valuable information regarding spending patterns of
customers. This information allowed us to know the purchasing power of the
customer, as it shows a more realistic picture of the scenario. In the diagram
above, shows that 40% of the respondents earned between 1000-4000Dhs every
month, 40% of the respondents earn 5000-8000Dhs, 14% of the respondent’s
ear 10,000-12,000Dhs and 6% of the respondents earn 12,000Dhs n above.

5) The fast food burger chain the respondents prefer

 Fast Food Burger Chain Preference

Mc donalds
Burger King
Hardees
Others

Findings: From the above table it is clearly evident that out of the 100
respondents who had attempted the survey questionnaire,63% of the people
prefer Mc Donalds,22% of the respondents prefer Burger King as their
favourite burger chain,14% of the people prefer Hardees and the remaining
1% prefer other local fast food burger chains.
This clearly indicates that Mc Donald’s enjoy greater competitive advantage
over its competitors in terms of number of customers

6) Fast food burger chains the respondent have utilized in the past.
 Findings: From the above table it is clearly evident that out of the 100
respondents who had attempted the survey questionnaire,McDonalds have
been tried out 75 times,Burger King was tried out 70 times,Hardees was
tried out 55 times and the Other fast food burger chains were tried 25 times.

7) Respondents visits to McDonald's

 Visit Respondents
Everyday 15
Once a week 45
More than once a week 20
Once a month 20

50

40
Everyday
30
Once a week
20 More than once a week
Once a month
10

0
Repondents

Findings: From the above table it is clearly evident that out of the 100
respondents who had attempted the survey questionnaire,15% the
respondents consume burgers everyday,45% consume once a week,20% of
the respondents consumer more than once a week,and 20% consume them
once a month,This clearly indicates that people do consume burgers at
frequent intervals of time.

8) Satisfaction level of respondents consuming McDonalds

 How satisfied are you regardingyour
choice of Mcdonalds?
80
70
60
50
40
How satisfied are you
30 regarding your choice of
Mcdonalds?
20
10
0
Very Unsatisfied Satisfied Very
Unsatisfied Satisfied

Findings: According to the survey ,it can know that many of the customers are
satisfied with McDonalds .Since 70% of the respondents said that they very
satisfied , 20% respondents were only satisfied ,5% were unsatisfied with their
choice ,5% were very unsatisfied.

9) Services rated by the respondents at McDonald's

 How do you rate theserviceat McDonalds

Excellent
Good
Average
Poor

Findings: The above Pie chart shows the response of people towards the
service of McDonalds. Majority of respondents were on the lines of excellent and
good. 14% respondents replied neither good nor bad, though there were about
1% respondents who thought of it as poor.

10) Customers of McDonald’s awareness about “Value Meal” program of

McDonalds
 Awareness Amongst The Consumers
RegardingSpecial Programmes Of Their
Fast Food Burger Chain
40
35
30
25
Awareness Amongst The
20 Consumers Regarding Special
15 Programmes Of Their Fast Food
Burger Chain
10
5
0
Not at all Somewhat Not much Almost Completely

Findings: From the above chart it is clearly ,35respondents were Not At All
aware of the Value Meals Programm undertaken by Mc Donalds,20 were
Somewhat aware,15 were Not Much aware,20 were Almost aware and 5
were Completely aware of the Value Meals Program by McDonalds.

11) Satisfaction level in terms of pricing with regard to your choice of fast food
burger chain
 35

30

25
Very Unsatisfied
20 Unsatisfied
Neutral
15
Satisfied

10 Very Satisfied

0
Mc Donalds Burger King Hardees

Findings: The above column chart clearly depicts the customer satisfaction
levels to their respective preferred fast food burger chain in terms of the pricing of
the products.

12) Respondents say over McDonald's gives you value-for-money

 DoesMcDonald'sgive you value-for-
money?

Can't say

Can pay more Does McDonald's give you

value-for-money?
Worth the
money

Over-priced

0 20 40 60 80

Findings: The above horizontal graph shows that 70% of the repondents found
the it is over priced where as 15% replied as worth of money, 5% said they can
pay and are ok with the price and 10% replied they cant say . The veiws given by
all these respondents were pretty much scattered and varied from one and other.

13) Choosing a fast food burger chain depending on the higher brand
name/image
 Do you choose your fast food burger chain
dependingon the higher brand name/image it
enjoys?

Yes No

Findings: Out of the 100 respondents, 49% of the respondents said YES that
they depend upon the higher brand name and image of the fast food, whereas
50% said NO

14) Respondents say over if lover prices is offered would you shift to another fast
food burger chain.
 Customer Preference Shift In Terms Of Price

Yes
No

Findings: Out of the 100 respondents,78% of the respondents prefers to shift to

another fast food burger chain if lower prices on the same product line will be
offered, whereas the remaining 22% of the respondents do not want to shift their
fast food burger chain in case of price lowering.

15) Respondents love about McDonald's?

 What do you like about McDonald's?
45
40
35
30
25
What do you like about
20 McDonald's?
15
10
5
0
Speed of Quality of Price Convenience Other
Service Food

Findings: According to the survey, 42% of the respondents said they liked the
speed of the service, along with further 23% of the respondents said the liked the
quality of the product, 7% of them said price it is cheaper than other fast food
chains and 18% of the respondents said because of the convenience .However,
there were a few respondents about 10% of them they like other things about
McDonalds.

16) Things that drive the respondents to McDonald’s

 What makesyoutocometo McDonalds?

Havinga meal

Gatheringwith
friends

Celebratingan
occasion

Findings: According to the survey, 35% of the respondents said they come to
McDonalds for having a meal nothing else drive them here, 45% of the
respondents said it’s a get together point, 20% of them said they only come here
celebrating occasions.

17) Respondents view over variety of foods offered in McDonald’s

 What do you think of the variety of foods
offered in McDonalds?
60

50

40 What do you think of the

variety of foods offered in
30 McDonalds?

20

10

0
Very Good Good Fair Poor

Findings: From the above chart it is clearly ,50% respondents were said that the
variety is very good ,30% said it was only good ,10% were like its “ok”, 10% of
them said its poor.

18) Respondents benefits by the intense competition among the fast food burger
chains which subsequently leads to lower prices.
 Do you agreethat you are benefited bythe intense
competition amongst the fast food burger chains
which subsequentlyleads to lower prices?

Yes
No

Findings: Out of the 100 respondents,78% of the respondents think positively

that intense competition among fast food burger chains do tend get benefits
whereas 22% do not think .

Chapter 5 – Conclusion & Recommendation

5.1 CONCLUSION
After generating results from the survey done through the help of questionnaires
used as tools the data analysis that was done. By doing the data analysis and
representing the data on graphs in order to give a wider and a more self
explanatory picture of the feedback acquired given to us by the respondents
helped in figuring out the major problems and areas where McDonald’s was
lagging behind in. It also gave a broader perspective on the issues and concerns
that need to be taken up as a challenge and solutions need to be found in order
to make the service even more consumer friendly. A few recommendations were
derived out of those few major questions where the biggest and problems
prevailed. Data was collected with a survey instrument which focused on the
MacDonald’s context. Responses on the customer satisfaction, expectation, and
perception of services provided by MacDonald’s are measured. Both primary
source and secondary source are used to collect the information.
Questions were asked about customers’ overall image McDonald’s and his
competitors, the importance of certain attributes and how well these attributes
measure up for each Burgers chain.
A questionnaire survey was done on a sample of people staying in Dubai. Some
are local and other being the foreigners. The survey was conducted on 100
people among whom the questionnaires were circulated.
Also, personal interviews were conducted with a few in the sample. Some
interviews were also conducted one to one without using the questionnaire.
A general discussion was carried out with the persons while conducting personal
interview to form an overview and recommendations regarding the attributes of
Burger industry.
Since the road to improvement is never ending, so this study also suffers from
certain limitations. Being a Non-National (UAE), it was a little difficult interacting
with the local crowd as language is one of the major problems. Over coming that,
at times the consumers were reluctant to reveal certain information which might
affect the results of the survey that I conducted. As a result some questions
might have been left unanswered.(further suggestions) Also the sample size that
I took was large and not more because of the time limitation to some extent and
also being an outsider-people here in Dubai are a little hesitant to share their
views. An authentication letter was needed as at times the passengers asked for
an authority letter to carry out such a research. Scope of the project is limited in
the sense that only McDonalds has been taken for consumer research. So the
suggestions or arguments given in the report may not hold true for other
locations in Dubai. It was a time consuming method in which continuous
guidance was required. Questionnaire method involves some uncertainty of
response. Co-operations on the part of informants, in some cases, were difficult
to presume. For Presenting about McDonalds only secondary source of data was
referred. No interviews with the company personnel, whether the operational or
managerial levels were conducted.

5.2 RECOMMENDATIONS

McDonald should maintain consistency in the taste and quality of products. They
must include more items in its product line (Variety).McDonalds must not forget
vegetarians. Include more promotional and advertising measures to increase its
sales or to increase its market share. Come up with new offers every time
growing health trends among consumers. They should focus more on their
promotional strategies like advertising etc.

Bibliography:
• www.wikipedia.org

• http://www.woopidoo.com/biography/ray-kroc/index.htm

• http://www.mcdonaldsarabia.com/index.php/en_ae/home-page.html

• http://library.thinkquest.org/06aug/00934/Bibliography.htm