DYNAMICS & MARKETING TRENDS IN FAST FOOD INDUSTRY- A SPECIAL CASE STUDY OF MCDONALDS IN DELHI (NCR)

Abstract

This study reveals the various marketing strategies and promotional forces of McDonalds. McDonalds uses several different means to help them in achieving revenue and increasing a positive customer engagement and experience towards their products. Three main sources of revenue are franchise revenues, the property returns that McDonalds receive from renting, leasing or sublease to franchises and retail sales. In spite of the difficulties and extraordinary rivalry in the business sector, McDonalds holds a leading position with the assistance of its effective marketing strategies. Customer perception of the taste of their burgers may outweigh that of Indian food. This study seeks to estimate importance of various factors affecting the choice of fast food outlets by Indian young consumers in Delhi-NCR. Traditionally, Indians like to have home-cooked meals – a concept supported religiously as well as individually. However, with times due increasing awareness, busy work schedules and influence of western culture, there is a visible shift in food consumption patterns among urban Indian families. It started with eating outside and moved on to accepting a wide variety of native delicacies and from world-over.