A Study on the Marketing Strategy of McDonald’s with a Focus on Customer Satisfaction in Raipur, India

Abstract: This research explores the marketing strategies employed by McDonald’s, with a focus on understanding how these strategies contribute to customer satisfaction and brand loyalty. The study investigates various elements such as product offerings, pricing, promotional techniques, and distribution channels used by McDonald’s in the Indian market. Primary data was collected through a structured questionnaire, while secondary data was sourced from existing literature and online resources. The research objectives included evaluating the effectiveness of McDonald’s marketing mix, identifying consumer preferences, and analysing the impact of marketing tactics on consumer behaviour. Findings reveal that consistent quality, value-based pricing, and localised promotional campaigns significantly influence customer satisfaction. The study concludes with suggestions to enhance customer engagement and maintain a competitive edge in the fast-food industry. Keywords: McDonald’s, Marketing Mix, Customer Satisfaction, Fast Food Industry, India, Consumer Behaviour, Convenience Sampling.