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MC Vs Burgerking

This document summarizes a student project comparing customer preferences and attitudes toward McDonald's and Burger King in the UAE market. The project will survey customers in Ras Al Khaimah to understand factors influencing their preferences, how they evaluate each company's promotions, and their overall satisfaction. Primary data will be collected through questionnaires, and secondary data from sources like websites and magazines. The results will help identify which fast food brand's quality, price, advertising and promotions are most effective.

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Kuljit Singh
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211 views5 pages

MC Vs Burgerking

This document summarizes a student project comparing customer preferences and attitudes toward McDonald's and Burger King in the UAE market. The project will survey customers in Ras Al Khaimah to understand factors influencing their preferences, how they evaluate each company's promotions, and their overall satisfaction. Primary data will be collected through questionnaires, and secondary data from sources like websites and magazines. The results will help identify which fast food brand's quality, price, advertising and promotions are most effective.

Uploaded by

Kuljit Singh
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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A COMPARATIVE STUDY ON CUSTOMER PREFERENCE &

ATTITUDE TOWARDS MC DONALD’s & BURGER KING IN THE


UAE MARKET

PROJECT SYNOPSIS SUBMITTED

TO THE

BIRLA INSTITUTE OF TECHNOLOGY, MESRA

FOR THE PARTIAL FULFILLMENT OF

BACHELOR OF BUSINESS ADMINSTATION

SUBMITTED BY

KULJIT SINGH

BBA/8028/08

UNDER THE GUIDANCE OF

MR.SOOFI ANWAR

BIRLA INSTITUTE OF TECHNOLOGY

INTERNATIONAL CENTER, RAK, UAE

8/03/2011
SYNOPSIS

1. Introduction

 Fast food restaurants represent one of the largest segments of the food industry
in the world as fast food is the most popular food consumed these days. Fast
food restaurants, also known as quick service restaurants (QSRs), are noted for
their short food preparation time. Some of the largest players in this category
include international giants like McDonald's, Burger King and Yum Brands like
KFC and Pizza put.

As its name suggests, fast food is any food that can be prepared and served
within a short span of time. The concept 'fast food industry' includes all those
restaurants and stores which sell or serve preheated or precooked food items to
its customers. In times wherein people don't have time to do proper breakfast -
which is considered to be the most important meal of the day, fast food outlets
surely come as a blessing in disguise.

McDonald's Corporation is the world's largest chain of hamburger fast food


restaurants, serving more than 58 million customers daily.

A McDonald's restaurant is operated by a franchisee, an affiliate, and the


corporation itself. The corporation's revenues come from the rent, royalties and
fees paid by the franchisees, as well as sales in company operated restaurants.

McDonald's primarily sells hamburgers, cheeseburgers, chicken products,


french fries, breakfast items, soft drinks, shakes, and desserts. In response to
obesity trends in Western nations and in the face of criticism over the
healthiness of its products, the company has modified its menu to include
alternatives considered healthier products such as salads, wraps and fruits.

The business began in 1940, with a restaurant opened by brothers Richard and
Maurice McDonald in San Bernardino, California.
Burger King, often abbreviated as BK, is a global chain of hamburger fast food
restaurants headquartered in unincorporated Miami-Dade County, Florida,
United States. The company began in 1953 as Insta-Burger King, a
Jacksonville, Florida-based restaurant chain.

At the end of year 2010, Burger King reported it had more than 12,200 outlets
in 73 countries; 66 percent are in the United States and 90 percent are privately
owned and operated. The Burger King menu has evolved from a basic offering
of burgers, fries, sodas and milkshakes in 1954, to a larger, more diverse set of
product offerings. The first major addition to the menu was the Whopper in
1957; it has since become Burger King's signature product. BK has introduced
many products which failed to catch hold in the marketplace. Some of these
failures in the US have seen success in foreign markets, where BK has also
tailored its menu for regional tastes. After the purchase of the company in 2002,
Burger King began to aggressively target the 18–34 male demographic with
larger products that often carried correspondingly large amounts of unhealthy
fats and trans-fats.

2. Significance

 To identify the customer preference and attitude of McDonald’s and


Burger King.

 To identify consumer awareness of McDonald’s and Burger King in


today’s context.

 To study which of the two fast food products have most powerful impact
on the consumer.

 How effective is the promotional strategies on the customers of


McDonald’s and Burger King.
3. Data and Methodology

Objectives

 To identify factors influencing customers for preferring McDonald’s and


Burger King.

 To study the customers preferance and attitude regarding McDonald’s and


Burger King.

 To find out customer evaluation of promotion strategies adopted by


McDonald’s and Burger King

 To determine level of customer satisfaction towards McDonald’s and


Burger King.

Sources of data

The two sources of data used in the project report are:

a) Primary data-In this source of data Questionnaire method is followed


,i.e., by knowing the product know how, viewpoint ,feedback and
customer interest among McDonald’s and Burger King .
b) Secondary data-The secondary data includes the information collected
from Internet, Newspapers, company websites, and Magazines.

Sampling

Sample size and sample unit

 Sample size is 50 by distributing questionnaires of McDonald’s and Burger


King.

 Sampling unit is in Ras-al-Khaimah.

 In the questionnaire only young consumers will be targeted for the


information.
Scope

 The main target is to acquire information by comparing McDonald’s and


Burger King fast food brands.

 The scope of the study is to compare the promotional strategy, price,


promotion incentives, quality and service of McDonald’s and Burger
King in Ras-al-Khaimah market.

 To collect the information from all segments of people to know the


opinions of various customers.

 In the questionnaire only the adult age consumers will be covered for the
information.

 Primary and secondary data will be used to acquire the required


information.

Limitation

 Data will be collected through questionnaire method; therefore the


chance of bias may arise.
 Limited time for collecting the information for the project report.
 Limited scope of study, i.e. information is restricted to emirate of Ras-al
Khaimah boundary only.

4. Conclusion

The study will help us to understand the consumer’s preference and


attitude among the two competitors. Also the quality, price,
advertisements, distribution channels, sales promotions of McDonald’s
and Burger King will be compared which will help us to know which fast
food brand is leading in fast food industry.

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