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perception towards quality of McDonald’s. Though 56% of the respondents reacted positively towards the delivery & standards maintained would have a direct impact on the perception and purchase of the fast food like McDonald’s, 77% of the respondents opined that there would be strong impact of fast food on the health of the customers and therefore caution required. Chi square test for goodness of fit: After analyzing the hypothesis statement through chi square, the value arrived at was 5.29, at 4% d.f. whereas the table value was 7.78, therefore the given hypothesis is very much valid and acceptable. FINDINGS & CONCLUSION; FINDINGS OF THE STUDY: From the above study, the following findings have been drawn: 47% of respondents came to know about fast food from their friends and close ones.32% of respondents eat fast food to save time and 28% respondents because of price. 40% of respondents visit fast food outlets weekly i.e. 4 to 5 times in a month, 20% of respondents visit twice a month, 10% of respondents visit once in a month and 30 % very often. 62% of the respondents like fast food no matter how often they visit fast food outlets, 38% respondents like home cooked food but they also visit fast food outlets. All the respondents have a craving for fast food but they do not eat it because of many factors like health consciousness, lack of proper information about menu etc. 72% of the respondents are not drawn to fast foods in spite of many incentive schemes and prizes offered. Only 18% of the sample respondents opined that their preference can change if any attractive offer is available. It has been observed that 77% of respondents know that fast food can be a reason for their anomalies like ill health, disorders etc... as they take fast food, 12% do not know that fast food can be a reason and 11% of the sample respondents opined negatively. The main factors which are affecting the choice of consumer for fast food are word of mouth and influence of friends etc.. Internet is also a main source of affecting choice of consumer for fast foods through social networking, by displaying advertisements on different sites and sometimes with special effects like pop ups etc... Generally some of the consumers go to fast food outlets for taste as well as status. Fast food outlets have to put up a lot of effort to change the perception of the customers towards providing quality oriented, hygiene food at reasonable prices. CONCLUSION: McDonald’s believe in "Customer is the King" concept and thus the complaints if any, from the customers end are duly addressed and resolved immediately. It’s a globally no. one company and in India too! Amidst of so much uproar in the Indian Parliament regarding FDI issues, so much competition from within, McDonald’s has its own brand image in the hearts of our Indian customers!. The majority of the customers, i.e. 56% of the sample respondents’, preferably the youth, felt happy and quite contented with the standards maintained, price, quality, variety and in time delivery of the food supplied by the McDonald’s! Finally the study concludes that the youth is shifting from home cooked food to fast food, though home cooked food is always cheaper and healthy, because of their busy lifestyle or changed food habits etc... The most laudable aspect is that the net profit of HRPL (Hardcastle Restaurants Pvt Ltd) which operates 148 restaurants across west and south India was Rs 425.1 million up 126 per cent in 2011-12. www.theinternationaljournal.org > RJEBS: Volume: 02, Number: 08, June-2013 Page 96
To be successful in the international marketing, a company needs to be revise its marketing mix i.e., 4Ps (product, price, place & promotion) to suit that market as McDonald’s is doing in India. The basic philosophy, as already mentioned, Glocalization – think global but act local is very much apt to McDonald’s!!! REFERENCES: 1. Business Source Premium 2. Google Sources 3. EBSCO Sources 4. Company Sources 5. Indian Journal of Marketing Volumes 6. Self-Administered Questionnaire www.theinternationaljournal.org > RJEBS: Volume: 02, Number: 08, June-2013 Page 97
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Table of Contents Articles STUDY ON
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vantage of aligning the sales techn
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4. RESULTS AND DISCUSSION 4.1 DEMOG
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level. Young consumers who fall in
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13. Hiu A, Siu N, Wang C, Chang L.
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asic information about the MGNREGA.
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The MGNREG act rightly pointed out
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Blue Ocean Strategy and the dynamic
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The market positioning concept was
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Figure 1 The Value Innovation Proce
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The “dynamic strategy” model is
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Importance of technology, innovatio
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4.6 Question: Do you think a consta
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introduced. Every innovation; telev
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Porter, ME (1980) Competitive Strat
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possible alternative techniques, th
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0.5. So the factor analysis may be
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[3] Boshoff, C 1997,‘An Experimen
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Industry Life Cycle Curve: The Wiz-
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Segmenting the Market Geographic: T
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The basic objective of WTO were: Tr
Page 48 and 49: the application of intellectual pro
Page 50 and 51: Under The US Endangered Species Act
Page 52 and 53: organization is one continued failu
Page 54 and 55: upwardly through international coor
Page 56 and 57: Public Distribution System and its
Page 58 and 59: Compone nt Tota l Table 2 Service Q
Page 60 and 61: Table 3 Satisfaction of PDS functio
Page 62 and 63: Table 7 Correlation - Adequate Quot
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Page 86 and 87: 3.3 Bank-wise NPA in 2011 (Amount i
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