macdonald project
TRANSCRIPT
8/6/2019 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.