A Comparative Study on Consumer Satisfaction of McDonalds and Burger King with Specific Reference to Pune City

Abstract

With an emphasis on Pune, this study compares the customer satisfaction levels of Burger King with McDonald’s. In India, the fast-food sector has grown significantly, and two major participants are McDonald’s and Burger King. This study’s goal is to assess and contrast the elements that affect customer satisfaction for the two companies, including overall dining experience, pricing, service, product quality, and brand perception. Data was gathered from a sample of customers who had eaten at both the fast-food outlets in Pune using a structured questionnaire. In order to gain insights, the study combines qualitative and quantitative research approaches, using analysis of variance and descriptive statistics. The results indicate that although both brands have a devoted following, there are notable distinctions in terms of consumer preferences with regard to ambiance, variety, and taste. The survey also looks at how customer service and promotional tactics affect satisfaction levels. The findings of this study offer McDonald’s and Burger King insightful information and suggestions for improving customer satisfaction and fortifying brand positioning in Pune’s cutthroat fast-food industry.

Keywords: Customer Satisfaction, Customer View, Fast-Food Outlets, Brand Popularity

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