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분야
doc& Statement of the Research Objectives
2. Choice of the Method of Research
& Creation of the Questionnaire
3. Selection of the Sampling Procedure & Sample Size
4. Analysis of the Data
1) Product Image Analysis
2) Brand Image Analysis
3) Additional Analysis
5. Conclusion
6. Appendix
McDonald's is the world's leading fast food service retailer with more than 30,000 restaurants all over the world. McDonald's was introduced in Korea in 1988, and has prospered as one of the largest fast food retailers in Korea. Recently, the nation-wide well-being boom has greatly affected the fast food industry. The term 'well-being' means living a healthy (well) and satisfied (being) life. A person's well-being is what is 'good for' them, so it is very much related to health. However, the products of McDonald's encompass a 'negative' aspect in the terms of health and tend to go against the well-being trend. People nowadays tend to prefer healthy organic food to fast foods. Due to this negative effect, the sales of McDonald's dropped to the extent of lowering the price of their general products.
In order to follow up with the nation-wide well-being trend, McDonald's Korea introduced a new menu called 'Fresh Plus' in 2004. The purpose of this new menu is to improve the company's junk food image underlying the customer's perception. 5 months have past since the product was first introduced in Korea. The objective of our research is to find out whether 'Fresh Plus' has given any positive effect on improving the strong fixed image of McDonald's.
