macdonald project

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Qualitative Research On Macdonalds

Submitted To:-

Prof. IMRAN AKRAM 

Submitted By:-

HASSAN MEHMOOD 10115

ALI RAMZAN 10134

ABDULLAH 10116

RASHID AMJAD 10126

SUPERIOR UNIVERSITY LAHORE

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Qualitative Research

We did qualitative research from the target market of the Macdonald. Actually

through this research we want to know the awareness and perception of the

consumers about Macdonalds. 

We started our research from following questions

1. How much do you care your choice among different

brands of fast food? 

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Frequencies

Frequency Percent Valid Percent

Cumulative

Percent

Valid Care 25 31.25 31.25 31.25

Somewhat 40 50.0 50 81.25

Don¶t care 15 18.75 18.75 100.0

Total 80 100.0 100.0

Analysis 

 people are not focusing the very highly on any specific fast food brand . their 

 perception is with fast food not with any specific brand. But some people are brand

conscious too.. 

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2. Name of five brands that came into your mind when

you think about fast food?

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Frequencies

Frequency Percent Valid Percent

Cumulative

Percent

Valid Top of the

mind 25 31.25 31.25 31.25

Second

priority 45 56.25 56.25 87.50

Weak

involveme

nt

10 12.5 12.5 100

Total 80 100.0 100.0

Analysis There is week involvement about MacDonalds

and also not top of the mind, second priority is much better

as compare as both. 

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3. Identify the brands from slogans give below?

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Frequencies

Frequency Percent Valid Percent

Cumulative

Percent

Valid Awareness 74 92.5 92.5 92.5

No

awareness6 7.5 7.5 100.0

Total 80 100.0 100.0

Analysis:

MacDonalds slogan is having very high awareness toll forcustomer knowledge, and from research it is proved.

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4. Identify the brand from the respective brand symbols?

refers to samples above. 

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Frequencies

Frequency Percent Valid Percent

Cumulative

Percent

Valid Awareness 72 90.0 90.0 90.0

No

awareness8 10.0 10.0 100.0

Total 80 100.0 100.0

Analysis:

In above mentioned table out of 80 72 were can recognize the slogan of 

MacDonalds among other brands. No missing value is there.

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5. Do You know about Macdonalds?

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Analysis:

MacDonalds identification is 100 percent in our research. 

6. What comes in your mind when hear MacDonalds?

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Frequencies

Frequency Percent Valid Percent

Cumulative

Percent

Valid Quality food 32 40.0 40.0 40.0

High service 23 28.75 28.75 68.75

Cleanliness 6 7.5 7.5 76.25

Value 5 6.25 6.25 82.5

International brand 4 5.0 5.0 87.5

others 10 12.5 12.5 100.0

Total 80 100.0 100.0

Analysis:

In above people know Macdanlds for quality food most like out of 80

32people like to go Mac

Donalds for its for food

.Then on second

people like service most then cleanliness and factors also matters but

on low rate

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7. Please rate the Macdonalds on satisfactory levels?

Poor: very low percentage for all levels of benefits. 

Satisfactory: low rate

Good: average rate

Very good high percentage

Excellent high percentage

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8. Tell me who are the target customers of 

MacD

onalds?

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Frequencies

Frequency Percent Valid Percent

Cumulative

Percent

Valid Students 19 23.75 23.75 23.75

Business class 31 38.75 38.75 62.5

  Allied class 7 8.75 8.75 71.25

Hygiene 10 12.5 12.5 83.75

Kids 10 12.5 12.5 96.25

Others 3 3.75 3.75 100.0

Total 80 100.0 100.0

Analysis:All above mentioned segments are target customers of MacDonalds:

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9. How often you visit MacDonalds?

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Frequencies

Frequency Percent Valid Percent

Cumulative

Percent

Val Daily 16 20.0 20.0 20.0

Once in week 23 28.75 28.75 48.75

In month 21 26.25 26.25 75.0

Occasionally 12 15.0 15.0 90.0

Few times 8 10.0 10.0 100.0

Total 80 100.0 100.0

Analysis:

Once in the week people like to go and in month to rate is high:

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10.  What you usually eat at MacDonalds?

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Frequencies

Frequency Percent Valid Percent

Cumulative

Percent

Valid Big mac 25 31.25 31.25 31.25

Crisp burger 36 45.0 45.0 76.25

Chicken burger 3 3.75 3.75 80.0

Mac arabia 26 20.0 20.0 100.0

Total 80 100.0 100.0

Analysis:Big Mac and crisp burger is very high association of Macdonalds

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Frequencies

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 68 85.0 85.0 85.0

no 12 15.0 15.0 100.0

Total 80 100.0 100.0

Analysis:

Loyalty level of MacDonalds of target customers is very high. 

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12) If you like any other brand of fast which one you like

most?

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Frequencies

Frequency Percent Valid Percent

Cumulative

Percent

Valid Kfc 35 43.75 43.75 43.75

Hardees 36 45.0 45.0 88.75

Pizza hut 9 11.25 11.25 100

Total 80 100.0 100.0

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13) Play land of MacDonalds is the reason to go there if 

yes rate it?

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Frequencies

Frequency Percent Valid Percent

Cumulative

Percent

Valid Weak reason 49 50.0 50.0 50.0

Strong reason 32 40.0 40.0 90.0

Very strong reason 8 10.0 10.0 100

Total 80 100.0 100.0

Analysis:

Play land is heavy association of Macdonalds. 

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14) Do you like self service style of MacDonalds?

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Frequencies

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 53 66.25 66.25 66.25

no 27 33.75 33.75 100.0

Total 80 100.0 100.0

Analysis:

There are many people who wants table serving they are 34 percent

people in target customers. 

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15) Which deal you most like at MacDonalds

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Frequencie

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Frequency Percent Valid Percent

Cumulative

Percent

Valid Happy meal 12 15.0 15.0 15.0

Big mac deal 40 50.0 50.0 65.0

Chicken crisp burger 9 11.25 11.25 76.25

Chicken burger 2 2.5 2.5 78.75

Mac Arabia 2 2.5 2.5 81.25

Nuggets 2 2.5 2.5 83.75

Chicken wings deal 13 16.25 16.25 100.0

Total 80 100.0 100.0

16) How you first time aware with MacDonalds?

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Frequencies

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Frequency Percent Valid Percent

Cumulative

Percent

Valid By friends 35 43.75 43.75 43.75

From tv ad 21 26.25 26.25 70.0

From internet 7 8.75 8.75 78.75

Billboards 16 20.0 20.0 98.75

Passing

besides1 1.25 1.25 100.0

Total 80 100.0 100.0

17) How you rate the pricing of MacDonalds products?

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Frequencies

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Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid Very high 19 23.25 23.25 23.25

High 23 28.75 28.75 52.0

  Affordable 27 33.25 33.25 86.25

Price not matters 11 13.75 13.75 100.0

Total 80 100.0 100.0

Analysis:

Prices are affordable for target customer with respect to research. 

18) With whom you often go Macdonalds ?

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Frequencies

Frequency Percent Valid Percent

Cumulative

Percent

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Valid Family 33 41.25 41.25 41.25

Friends 31 38.75 38.75 80.0

Peers 10 12.5 12.5 92.5

With your 

love ones6 7.5 7.5 100.0

Total 80 100.0 100.0

19) Respondent Profile

AGE

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Frequencies

age 

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Frequency Percent Valid Percent

Cumulative

Percent

Valid below 15 12 15.0 15.0 15.0

16 to 20 25 31.25 31.25 46.25

21 to 25 25 31.25 31.25 77.5

26 to 30 15 18.75 18.75 96.25

31 and above 3 3.75 3.75 100.0

Total 80 100.0 100.0

Gender

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Frequencies

gender  

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Frequency Percent Valid Percent

Cumulative

Percent

Valid male 64 80.0 80.0 80.0

female 16 20.0 20.0 100.0

Total 75 100.0 100.0

Recommendations:

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1.  Competitors are getting more prominence

compare to MacDonalds so MacDonalds shouldcreate more and high associations to overcome.

2.  MacDonalds should start serving on the table for

unaware people with of self service.

3.  MacDonalds should focus on advertisement in

Pakistan.