“A STUDY ON PROMOTION MIX OF MAJOR FAST

FOOD

CHAINS IN BANGALORE”

In partial fulfilment of the Dissertation

In Semester - IV of the Master of Business Administration (2012-2014)

Prepared by

KATRAGADDA NAGASWAMY

Registration No:

12010221043

Under the Guidance of

Prof. JACOB ALEXANDER

Bangalore

Master of Business Administration

Declaration

This is to declare that the report entitled “A STUDY ON PROMOTION MIX OF MAJOR

FAST FOOD CHAINS IN BANGALORE” is prepared for the partial fulfilment of the

Dissertation course in Semester IV of the Master of Business Administration by me under

the guidance of Prof. JACOB ALEXANDER .

I confirm that this dissertation truly represents my work. This work is not a replication of

work done previously by any other person. I also confirm that the contents of the report and

the views contained therein have been discussed and deliberated with the Faculty Guide.

Signature of the Student :

Name of the Student (in Capital Letters) : KATRAGADDA NAGASWAMY

Registration No : 12010221043

Master of Business Administration

Certificate

This is to certify that Mr KATRAGADDA NAGASWAMY, Regn. No. 12010221043 has

completed the dissertation titled “A STUDY ON PROMOTION MIX OF MAJOR FAST

FOOD CHAINS IN BANGALORE” under my guidance for the partial fulfilment of the

Dissertation course in Semester IV of the Master of Business Administration

Signature of Faculty Guide:

Name of the Faculty Guide: Prof. JACOB ALEXANDER

TABLE OF CONTENTS

Topic no.

CONTENTS: Page no:

EXECUTIVE SUMMARY 1

1. INTRODUCTION 2

1.1 INDUSTRY OVERVIEW 3-4

1.2 COMPANY OVERVIEW 5-9

1.3 PROMOTION MIX 10-11

2 LITERATURE REVIEW 12-15

3 METHODOLOGY 16

3.1 PROBLEM STATEMENT 17

3.2 OBJECTIVES OF THE STUDY 17

3.3 SCOPE OF THE STUDY 17

3.4 LIMITATIONS OF THE STUDY 18

3.5 TYPE OF THE STUDY & SAMPLE TECHNIQUE 18

4. ANALYSIS & FINDINGS 20-43

5. RECOMMENDATIONS 44-45

CONCLUSION 46

REFERENCES 47

ANNEXURE 48-50