CUSTOMER BASED BRAND EQUITY PYRAMID

SUBMITTED TO :- NEHA MAM

SUBMITTED BY :- AMIT BHIMANI SARITA DIXIT ANKIT THAKKAR TANVI MADAN

ABOUT Mc DONALDSMcDonald’s began operations in India

in 1996.

McDonald’s has achieved tremendous brand success in India.

A McDonald’s store gets an average of 3,000 walk-ins every day in each of its 165 restaurants in India.

Sales from state of Gujarat contributes nearly 10 per cent of the total revenue's in India.

Contd..Mc Donald’s is looking to invest Rs350

crore in Gujarat over next four years.

Hence through this project we will try to study the brand equity which the consumers have associated with Mc Donald.

RESEARCH METHODOLOGYSAMPLE SIZE – 30

AREA – SOMLALIT COLEGE

DEMOGRAPHICS – College going students within the age group of 18 – 26 years

RESEARCH METHOD – Questionnaire filling

SALIENCETo rule ouy salience Consumers were asked to

name top 5 fast food outlets which came to their mind.

38% could recall Mc Donald

While 62.5% could recall as Mc Donald as one among the 5 food outlets which came to their minds.

When unaided form of recalling the brand was tested 83% could recall Mc Donald easily.

CONCLUSIONHence it can be successfully concluded that

people are well aware about the brand.

It has been able to gain a share of mind successfully.

100% people could easily recogonize its logo.

Thus Mc Donald as a brand can be easily recalled and recogonized.

PERFORMANCE AND JUDGEMENTThe consumers were asked to rank the

following parameters as excellent, very good, good, fair and poor.

80 -85% of customer find quality, taste, services, price, location and ambience very good.

There were 15% who found it excellent. But none of the customers found it poor.

CONCLUSIONHence it can be very rightly

concluded that Mc. Donald is successful in fulfilling the rational quotient of consumers.

IMAGERYWhen a situation where they

were given an option to collect food from Mc D drive through was give:-

38% said they will definitely buy

40% said they will probably buy

Contd..Again 40% agreed that it was most

convenient spot for planning hangout with friends.

20 – 25% agreed that it was a preferred place for birthday parties for kids.

40% of consumers see it as perfect outlet for children and family.

CONCLUSIONPeople in today’s world are busy with less

leisure time in hand to spend.

Hence they have an abstract image of Mc Donald as a most convenient place to parcel food in hurry due to its drive through facility.

Hence customers of Ahmedabad have definitely associated Mc Donald as an obvious option when it comes to convenience.

Contd..

Also Mc Donald has developed as image of family restaurant.

The most prominent reason being kids. If one thinks on Mc D, a definite picture of kids enjoying with their parents will come to consumers mind.

FEELINGSThe consumers agreed that the brand

had a feel good factor memory as it associates with friends and fun times.

90% of Consumers also associated attributes such as fun and exciting with Mc Donalds.

The youth associates a positive and feel good factor and finds Mc Donald as a synonym of fun and excitement.

RESONANCELOYALTY40% said that they visit Mc Donald

2-3 times in a month.45% said that they atleast visit Mc

Donald once in a month.

ATTACHEMENT55% said that will continue to visit Mc

Donald even if it prices were increased by 10-15%.

Contd..ATTACHEMENT54% people said that they will

definitely miss Mc Donald if it completely goes away from Ahmedabad.

25% said that they do talk about Mc Donalds with their friends.

CONCLUSIONThere are nearly 90% of people who are

visiting Mc Donald on a regular basis.

Hence this gives a picture of a good usage rate.

But there are only 50% of people who are strong loyalist towards the brand.

For them the existence of Mc D does not matters at all and they would even stop visiting the outlet if it increases it prices.

FINAL CONCLUSIONMc Donald has been successful in terms

of salience, performance and judgement.

When open ended questions were asked the main features that consumers associated was:-

- value for money, - economical price range - drive through - excellent service

Contd..Hence people are more satisfied and

convinced with the rational aspect of Mc Donald.

Mc Donald also to an extent stands fair in relating with emotional aspects of youngsters.

But it has still not been able to attach loyalist customers towards itself.