Monday 13 June 2011

McDonald’s Analysis


ANALYSIS OF DATA

The general objective of this research project was to analyze and chalk out the causes of failure of McDonald’s in Faisalabad city

In this chapter an attempt has been made to discuss, analyze and interpret the relevant data collected during the field research in order to draw the pertinent conclusions and determine the extent to which the present result reflects the image that the causes of Failure of McDonald’s  in Faisalabad city.

4.1 DEMOGRAPHICAL CHARACTERISTICS
The demographic facto like age, level of education, profession, sex and size of organization has a great impact upon the attitude of an individual. So the important information related to demographic characteristics of respondents has collected and discussed in Tables.

4.1.1 Age
Age may be defined as the time of life when a person becomes qualified to assume certain civil and personal rights and responsibilities, usually at 18 or 21 years (Anonymous, 2009a).

Age also play in important role in the perception of any respondents towards any thing. With the passage of time one could become mature and experience and vision about the environment become broader and the experience person is more aware than the inexperience.
Age of Respondents (In Years)
F.D
%
Below 20 Years
10
10%
21-30
25
25%
31-40
45
45%
41-50
18
18%
Above 50 Years
2
2%
Total
100
100%
(Table No. 1)







According to above cited table and figure shows that 45(45%) respondents out of 100(100%) falls between 31 – 40 age slab while the ages of 25(25%) respondents between 21-30 years.

The ages of remaining respondents are as follows:

  1. 10(10%) respondents are below 20 years.
  2. 18(18%) respondents fall 41-50 years
  3. Only 2(2%) respondents are above 50 years old.
4.1.2 Sex                                                        
Sex may be defined as the property of quality by which organisms are classified as female or male on the basis of their reproductive organs and functions (Anonymous, 2009b)
Sex of the respondents also plays an important role for their opinion about any product due to their different thinking about the different kind of products.

Sex of Respondent
F.D
%
Male
75
75%
Female
25
25%
Total
100
100%
(Table No. 2)

 
As per above mentioned table and figure, the majority of respondents 75(75%) out of 100(100%) are male while 25(25%) are female.

4.1.3 Analysis of respondents regarding Class/Category:

Class of Respondent
F.D
%
Student
18
18.00%
Businessman
32
32.00%
Employed
22
22.00%
House wife
10
10.00%
Other
18
18.00%
Total
100
100.00%
(Table No. 3)


As per above Table & Figure, the most of respondents 32(32%) are businessmen while 22(22%) are doing jobs in different organization/sectors.

The class/category of other remaining respondents are cited as:

  1. 18% respondents are students
  2. 10% respondents are housewife
  3. 18% respondents are others


4.1.4 Analysis of respondents regarding Tentative Income level:

Tentative Income Level
F.D
%
Less Than 10,000
5
5%
10,000 -20000
15
15%
20000-30000
35
35%
30000-40000
25
25%
Above 40,000
20
20%
Total
100
100%
(Table No. 4)
 
(Figure No. 4)



The income level of most 35(35%) respondents falls between Rs.20,000 and Rs.30,000 per month while other income level are being mentioned here:

  1. Only 5% respondents have their income less than Rs.10,000 per month.
  2. 15% respondents save their monthly income between 10,000 up to Rs.20,000 
  3. 25% respondents have their income greater than 20,000 but less than Rs.40,000 per month.
  4. 20% respondents save their income above Rs.40,000 per month.

4.2 Strength and Weakness of  McDonald’s
4.2.1 Perception of respondents with respect to quality of food:

Sr. No.
Parameter
McDonald’s
KFC
Almaida
Fri chicks
Sam's
Total
1
Quality
3
5
4
2
1
15
Total
20%
33%
27%
13%
7%
100%
Table No. 5)
 
(Figure No. 5)
Standard
Quality Rate
5
High
4
Fair
3
Average
2
Economical
1
Low








The majority of 33(33%) respondents gave their remarks that the quality of KFC is greater than McDonald’s and other QSRs in Faisalabad city while Almaida got 2nd position with respect to quality of food. McDonald’s is on 3rd position.

  1. Only 20 respondents out of 100 said that the quality of food is average
  2. The majority of respondents (33%) out of 100% said that the quality of food of KFC is high.
  3. 27% respondents said that Almaida has fair food.

  1. 13% respondents argued that Fri-Chicks has economical food
  2. Only 7% respondents said that the quality of Sam’s is low.

4.2.2         Perception of respondents with respect to price of food:

Sr. No.
Parameter
McDonld's
KFC
Almaida
Fri chicks
Sam's
Total
1
Price
5
2
4
4
2
17
Total
29%
12%
24%
24%
12%
100%
(Table No. 6)

 
(Figure No. 6)


Standard
 Rating
5
High
4
Fair
3
Average
2
Economical
1
Low






The majority of respondents say that the prices of McDonald’s are higher than other QSRs in Faisalabad city. According to the price scale, McDonald’s got 5th Scale
·         The prices of KFC are economical as per perception of 12% respondents.
·         The prices of Almaida are fair because 24% respondents have disclosed their perception.
·         The Fri-Chicks prices are also fair, 24% respondents given their statements
·         The prices of Sam’s are economical, 12% respondents are agreed out of 100%.


4.2.2        Perception of respondents with respect to Ambiance of QSRs:

Sr. No.
Parameter
McDonald's
KFC
Almaida
Fri chicks
Sam's
Total
4
Ambiance
3
5
3
2
1
14
Total
21%
36%
21%
14%
7%
100%
(Table No. 7)
(Figure No. 7)



Standard
 Rating
5
High
4
Fair
3
Average
2
Satisfactory
1
Low







 As per above mentioned Table and Figure, the ambiance of McDonald’s is average as per perception of 21% respondents while KFC, Almaida and Sam’s have high, Average, satisfactory and low respectively.
4.2.4 Perception of respondents with respect to  of Cleanliness of QSRs:


Sr. No.
Parameter
McDonald’s
KFC
Almaida
Fri chicks
Sam's
Total
5
Cleanliness
2
5
2
2
1
12
Total
17%
42%
17%
17%
8%
100%
(Table No. 8)
Standard
 Rating
5
High
4
Fair
3
Average
2
Satisfactory
1
Low

(Figure No. 8)





 

As per above mentioned data, the sanitation level at KFC is higher than other QSRs while McDonald’s has satisfactory level not in good position.
The sanitation level of all QSRs are as follows:
  1. 17% McDonld’s Satisfactory
  2. 42% KFC High
  3. 17% Almaida satisfactory
  4. 17% Fri chicks satisfactory
  5. 8% Sam’s Low level


4.2.5 Perception of respondents with respect to Satisfaction level of QSRs:

Sr. No.
Parameter
McDonald's
KFC
Almaida
Fri chicks
Sam's
Total
6
Satisfaction
1
5
5
2
1
14
Total
7%
36%
36%
14%
7%
100%
(Table No. 9)
Standard
 Rating
5
High
4
Fair
3
Average
2
below average
1
Low









On the basis of above cited table and figure, the majority of respondents 36% out of 100% have given their statements that satisfaction level is very low at McDonald’s while all other KFC, Almaida, Fri-chicks and Sam’s have greater satisfactory level than McDonald’s which are High, High and fair respectively.
Perception of respondents with respect to Service of QSRs:

Sr. No.
Parameter
McDonald’s
KFC
Almaida
Fri chicks
Sam's
Total
3
Service
3
5
4
2
1
15
Total
20%
33%
27%
13%
7%
100%
(Table No. 10)
Standard
 Rating
5
High
4
Fair
3
Average
2
Satisfactory
1
Low








The services level of McDonald’s is being considered as per above mentioned results which have been got from 20% respondents while other KFC, Almaida, Fri-Chicks and Sam’s provide better services than McDonald’s rating got High, Fair, Satisfactory and low respectively.

4.2.7 Perception of respondents with respect to Affordability of QSRs:

Sr. No.
Parameter
McDonald’s
KFC
Almaida
Fri chicks
Sam's
Total
7
Affordability
1
5
3
2
2
13
Total
8%
38%
23%
15%
15%
100%
(Table No. 11)

 
Standard
 Rating
5
High
4
Fair
3
Average
2
Economical
1
Low







On the light of above mentioned data which has been got from various respondents agreed that the affordability of McDonald’s is very low as compare to other QSRs while  KFC, Almaida, Fri-Chicks and Sam’s are high. Every body can afford KFC, Almaida, Frichicks and Sam’s except McDonald’s.  KFC has got high rate from all others QSRs.
4.2.8 Perception of respondents with respect to Children’s Club of QSRs:

Sr. No.
Parameter
McDonald’s
KFC
Almaida
Fri chicks
Sam's
Total
8
Children’s Club
3
3
1
2
1
10
Total
30%
30%
10%
20%
10%
100%

(Table No. 12)


 
(Figure No. 12)

According to above mentioned data, it has been stated by respondents that children’s club are available but not up to standard, it is considered as average. So McDonald’s and other QSR have got rating from opinion of respondents are as follows:
1.      McDonald’s got 3 rating (which is available but considered as average.)
2.      KFC also got 3 rating (which is available but considered as average)
3.      Almaida has not available recently
4.      Fri-Chicks has  available on request
5.      Sam’s has not such type of facility.
     4.2.9Perception of respondents with respect to Home Delivery of QSRs:

Sr. No.
Parameter
McDonald's
KFC
Almaida
Fri chicks
Sam's
Total
9
Home delivery
2
5
3
2
1
13
Total
15%
38%
23%
15%
8%
100%
(Table No. 13)


 
Standard
 Rating
5
High
4
Fair
3
Average
2
Economical
1
Low










In the light of above mentioned data, KFC is providing best facilities than other QSR especially McDonald’s. 38% respondents out of 100% respondents have given preference to KFC. Quick home delivery is given by KFC while other give slow service for home delivery. QSR wise results are as follow:

  1. The home delivery of McDonald’s is considered as average not good not bad.
  2. The best home delivery is being provided by KFC.
  3.  Almaida, Frichicks and Sam’s are providing services not satisfactory level.
4.2.10 Perception of respondents with respect to Ambiance of QSRs:

Visit Time
F.D
%
Weekly
7
7.0%
Twice in week
5
5.0%
Monthly
28
28.0%
Occasionally
60
60.0%
Total
100
100.0%
(Table No. 14)


 
(Figure No. 14)
According to the above table and figure, 60(60%) respondents out of 100(100%) have been visited McDonalds occasionally not daily, weekly, twice in a week or monthly. It means the majority of the respondents do not like to go McDonalds that why they go there occasionally.
4.2.11 Perception of respondents with respect to way of advertisement of McDonald’s
Medium
F.D
%
TV
10
10.0%
Newspaper
15
15.0%
Pamphlets
50
50.0%
Bill Boards
5
5.0%
SMS alert
5
5.0%
Friends or Relatives
15
15.0%
Total
100.0
100.0%
(Table No. 15)

 
(Figure No. 15)



According to the above cited data, it has been advertised/ informed to 50% respondents via pamphlets which is advertising technique is very elderly or absolute so we can say the flow and process of advertisement is very slow because people don’t have enough time to read pamphlets. They should informed via sms alert. 

4.2.12 Perception of respondents with respect to  placed order for new menu  of McDonald’s.

Order Placed
F.D.
Percentage
Yes
85
85%
No.
15
15%
Total
100
100%
(Table No. 16)


 
(Figure No. 16)

As per table and figure which are cited as above, 85% respondents have placed order for new menu but the new menu was not available in McDonald’s while only 15% respondents were already known that new menu was not available in McDonald’s.
   









 4.2.13 Perception of respondents with respect to taste of food of McDonald’s

Taste of food
F.D
%
Delicious
5
5%
Good
10
10%
Normal
60
60%
Not good
25
25%
Total
100
100%
(Table No. 17)

 
(Figure No. 17)



According to the above mentioned table & Figure, 60% respondents out of 100% tell that the taste of McDonald’s is normal neither delicious nor good. It is being considered as an average like home taste.
Remaining respondent’s opinions are cited as below:
  1. 5% marked to delicious
  2. 10% marked to good
  3. 25% respondents marked that its taste is not good.
4.2.14 Perception of respondents with respect to visit time of McDonald’s


QSRs
Rate
F.D %
KFC
5
29.4%
McDonald’s
2
11.8%
Almaida
3
17.6%
Fri-Chicks
3
17.6%
Sam's
4
23.5%
TOTAL
17
100.0%
(Table No. 18)




High
5
Low
1
(Figure No. 18)



According to the above mentioned results, it has been shown majority of people liked to visit KFC in last six month moreover very few people visited McDonald’s in last six month.


4.2.15 Perception of respondents with respect to Recommendation to other for McDonald’s

QSRs
Rate
F.D %
KFC
            5
31%
McDonald's
            1
6%
Almaida
            4
25%
Fri-Chicks
            4
25%
Sam's
            2
13%
 Total
          16
100%
(Table No. 19)




High
5
Low
1
 (Figure No. 19)


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