Assessing Motivators and Barriers for McDonald’s in Mumbai
Consumer Segments:
1.Teens: 15-19 years (mix of school and college-going students)
2.YANKs: 20-29 years, married with no kids
3.Young Parents: Mothers (Single/Married/Divorced) in the age band of 25-55 years with kids aged between 3 to 12 years
Objective
- Understand key motivators and drivers towards McDonald’s amongst the consumer set who are regular visitors at the outlet.
- Assess barriers towards a visit to McDonald’s from the various consumer segments which are infrequent in visiting the outlets (as thrown up by the quantitative track)
- Thus identify the need gaps which will help build steps towards greater conversions.
- Assessing reactions to product ideas on key metrics like appeal, uniqueness, relevance and persuasiveness. Also, determine preference amongst them.
Methodology
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- Qualitative, Focus Group Discussions (7-8 respondents) Total 12 Groups.
- Geographical Coverage: Delhi/NCR
- Target Audience:
–SEC A and B
–All were the key decision-makers in the choice of place for eating out.
Segregated by user ship criteria (infrequent users vs. loyalists) and also as per the brand funnel (to track as to who is dropping out where):
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- Infrequent Users: Preferred other WFFs (Dominos, Pizza Hut, KFC) over McDonald’s.
- Loyalists: Prefer red McDonald’s over other WFF brands (Dominos, Pizza Hut, KFC)
Assessing Motivators and Barriers for McDonald’s in Mumbai (OUTCOME)
- Seeking expansion in experiences, the young consumer is universally driven towards new and changed expressions. –Visible in their fast-changing fashions, mobiles, apparel brands
- Result: Buying is rarely denied; be it to self or children ‘Eating out’ and ‘Ordering in’ have become central to the expansion that the consumer is seeking.
–Gadget and touch button mania speaks volumes about the mindset that seeks newer experiences
–Evident in their trying out different types of cuisines
Assessing Motivators and Barriers for McDonald’s in Delhi (OUTCOME)
- Teens and Young Working Professionals are spending greater time outside than at home >> Social life has therefore expanded. – Movies, Pubbing, Hanging around in Malls, Shopping, Eating Out – have all become a way of life.
- Parents with their quiet sit-down places.
- Youngsters in high streets or malls and kids with their play dates.
- Youth is torn between ‘Stand Out’ Yet ‘Belong’ – Stand Out to be seen as ‘cool’ and ‘hat ke’.
– Each member of the family has his / her individual social life.
– ‘Belong’ and conform to others to be part of a circle of friends / easy acceptance.