A Case Study of “McDonald’s India”with reference to Bangalore City

Dr. Y. Poornima

Abstract


McDonald’s is a wonderful appetizing plant that has been successfully, strategically and advantageously transplanted in the Indian urban soil and for any busy man, it is a godsend centre of attraction that is welcome with open arms.

McDonald’s has a special affinity with Garden city, Bangalore and here at Forum mall, Koramangala, its first outlet is flowering like anything. Its products McVeggie, McPuff etc. made more tasty by the spices favored by Indians continued to be great crowd pullers. MvDonald’s has rightly understood the Indian psyche and so has taken care to avoid Pork and Beef items. It does away with eggs in Soft Serves and McShakes and the outlet has earned a good name for its local vegetarian menu. McDonald’s food chain in Bangalore comprises more than ten outlets with separate production lines for vegetarian and non-vegetarian dishes. McDonald’s has no doubt made untiring efforts for its successful adaptation in India.

But what about the future? Will its global image of a fatty food co. affect its future in India? As for essential components, such as quality and responsibility for a balanced diet, a gap has been revealed. The co. must be very careful in determining the boarders of responsibility, i.e. responsibility to inform its customers on health related issues. It is opined that there is an imbalance between the quality of food and standards maintained by the co. as causing obesity among the youth. Certainly these issues are to be addressed properly. Because customer delight is the sine qua non for any service organization and this can be accomplished by maintaining minimum gaps between the expectations and experiences of the customers. The lesser the gap between the customer expectations and experiences, the more will be the customer satisfaction and loyalty.


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ISSN : 2251-1555