THESIS SYNOPSIS

STUDENT DETAIL
NAME: - RUPESH KUMAR CLASSES ROLL NO:-14 EMAIL ID: -mcarupeshkumar@gmail.com SECTION:-ISBE (B)/ T4 MOBILE:-9062243966 / 9883916271 BATCH:-PGP/SS/2010-2012/IIPM KOL SPECIALISATION:-MARKETING

1. PROJECT TITLE A PROJCET REPORT ON MARKETING STRATEGY OF FAST FOOD CHAINS : STUDY OF Mc DONALDS

2.FAST FOOD INDUSTRY

A fast food restaurant, also known as a Quick Service Restaurant or QSR within the industry itself, is a specific type of restaurant characterized both by its fast food cuisine and by minimal table service. Food served in fast food restaurants typically caters to a "meat-sweet diet" and is offered from a limited menu; is cooked in bulk in advance and kept hot; is finished and packaged to order; and is usually available ready to take away, though seating may be provided. Fast food restaurants are usually part of a restaurant chain or franchise operation, which provisions standardized ingredients and/or partially prepared foods and supplies to each restaurant through controlled supply channels. Arguably the first fast food restaurants originated in the United States with A&W in 1916 and WhiteCastle in 1921.Today, American-founded fast food chains such as McDonald's and KFC are multinational corporations with outlets across the globe. In the United States alone, consumers spent about $110 billion on fast food in 2000 (which increased from $6 billion in 1970). The National Restaurant Association forecasts that fast food restaurants in the U.S. will reach $162 billion in sales in 2008, a 5% increase over 2007. In comparison, the full-service restaurant segment of the food industry is expected to generate $193 billion in sales McDonald's, a noted fast food supplier, opened its first franchised restaurant in the US in 1955 (1974 in the UK). It has become a phenomenally successful enterprise in terms of financial growth, brand-name recognition, and worldwide expansion Some of the large fast food chains are beginning to incorporate healthier alternatives in their menu, e.g., white meat, snack wraps, salads, and fresh fruit. However, some people see these moves as atokenistic and commercial measure, rather than an appropriate reaction to ethical concerns about the world ecology and people's health. McDonald's announced that in March 2006, the chain would include nutritional information on the packaging of all of its products Fast food outlets have become popular with consumers for several reasons. One is that through economies of scale in purchasing and producing food, these companies can

deliver food to consumers at a very low cost. In addition, although some people dislike fast food for its predictability, it can be reassuring to a hungry person in a hurry or far from home

3. SCOPE OF STUDY:The Study on changing perception of customer would help us: To know the demand of customer. It would help us in understanding customer preferred brand. It would also help us the perception of customer and it would help fast food company to develop new product .

4. OBJECTIVE OF THE STUDY :-

To know the market share of fast food restaurant To know the which particular brand has good image in the market To know the marketing strategy of fast food restaurant To check out the customer satisfaction To check out the brand preference of the customer
To know the expansion of outlet of fast food restaurant

specially Mc Donalds in few years.

5. RESEARCH METHODOLOGY:As we all know that the research methodology ia way to systematically solve the all research problem. Research is a process of collecting, analyzing and interpreting information to answer The objective of this research is to find out the changing customer behavior for such a service which is widely used everywhere. And also to find out which factor most drives the customer into believing in such services (from the above mentioned points).

The research methodology can be done by two ways of coolection of data and these two ways are as follows: Primary Data Secondary Data

Primary Data:- Primary Data Would be collected from consumers who advertises

on net. Various data would be collected from the people visiting the restaurant and markets of Kolkata.

Sample Design:All people residing in Kolkata city of different different location .People existing and potential customer of this city.

Sample Size:-

A sample of 100 respondents of different different location of Kolkata city Between the age group of 20-40 ..

Tools of data collection:-

Questionnaires and past records. Sampling Method Convenience sampling. Sample Size Indefinite. Target Audience People using various products who are influenced by the advertisements of various brands.

QUESTIONNARE:-

1.

How many branded fast food restaurant you know ?

2.

Which restaurant you prefer most ?

3.

Which food item do you like most in restaurant ?

4.

What are the external factor that influence you to go to a particular restaurant ?

5.

What are the major brand of fast food ?

6.

Which type of fast food is expecting the greatest level of growth over in the next five year ?

7.

What are fast food chains doing to attract consumers during non-traditional day-parts ?

8.

While going for the development of new food item which point the restaurant should keep in mind ?

9.

According to you which restaurant you would like most and why ?

10. Please

give some suggestion to improve the quality of food item ?

SECONDARY DATA:-

Secondary Data would be hugely generated from the net and past records of companies in the history of advertising would be provided:

BIBLOGRAPHY:Kotler Marketing Management

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