MARKETING MIX FACTORS THAT CONTRIBUTE TO MAINTAIN BRAND LOYALTY: A CASE STUDY OF MCDONALD

Abstract

Fast food has now become a need oftoday’s fast moving world and keeping in view this fact fast food industry is facing an intensive competition among local and international fast food brands. So, every fast food restaurant is now trying to grab customer’s attention and secondly retain that customer or in other words makes customer loyal to that of a brand. For this puipose restaurants apply different strategies to gain higher level of customer satisfaction that leads them to repurchase of a product.Major aim ofthis study is directed towards evaluating 4 p‘s of marketing mix that are product, price, place and promotion contribution towards maintaining of brand loyalty in customers of McDonalds. METHODOLOGY/SAMPLE: _ Structured questionnaire based on 13 close ended questions is used in order to gain responses from overall 400 loyal customersofMcDonald’sincluding four different age groups. This research falls in the category of descriptive research. Non-probability convenience sampling is used to process data. Data is analyzed by the help of statistical tools application that are regression, coefficient and ANOVA. The data collected is further analyzed and illustrated by the help of software SPSS20. FINDINGS: The analysis and illustrated results drawn by statistical tests has reflected that all ofthe factors of marketing mix have great impact on brand loyalty of customers but varies within age groups. PRACTICAL IMPLICATIONS: Findings ofthis study can be useful for McDonald,s to target its customer of various age group aggressively and diversely.