CONSUMER BEHAVIOR

TOWARDS
MC DONALDS
(GROUP 2)

I.INTRODUCTION TO CONSUMER BEHAVIOR

Consumer behavior has been always of great interest to marketers. The
knowledge of consumer behavior helps the marketer to understand how consumers
think, feel and select from alternatives like products, brands and the like and how
the consumers are influenced by their environment, the reference groups, family,
and salespersons and so on. A consumers buying behavior is influenced by cultural,
social, personal and psychological factors. Most of these factors are uncontrollable
and beyond the hands of marketers but they have to be considered while trying to
understand the complex behavior of the consumers. Consumer is the study of the
processes involved when individuals or groups select, purchase, use, or dispose of
products, services, ideas, or experiences to satisfy needs and desires (Solomon
1995, 7). In the marketing context, the term consumer refers not only to the act
of purchase itself, but also to patterns of aggregate buying which include prepurchase and post-purchase activities. Pre-purchase activity might consist of the
growing awareness of a need or want, and a search for and evaluation of
information about the products and brands that might satisfy it. Post-purchase
activities include the evaluation of the purchased item in use and the reduction of
any anxiety which accompanies the purchase of expensive and infrequently-bought
items. Each of these has implications for Purchase and repurchase and they are
amenable in differing degrees to marketer influence (Fox all 1987).
Consumer behavior research is design in such no way as to provide
information on consumers actual behavior and the realization of consuming a
product. Our study and research will give an insight and idea why consumers
patronized, decide and consume their desired product. The main goal of our
business research is to identify some factors why consumers consumed, purchased
and decide whether what product or service consumers will choose.

II. (MORE ABOUT CONSUMER BEHAVIOUR)

Example of literature review
It is worth noting that consumer buying behavior is studied as a part of the
marketing and its main objective it to learn the way how the individuals, groups or
organizations choose, buy use and dispose the goods and the factors such as their
previous experience, taste, price and branding on which the consumers base their
purchasing decisions (Kotler and Keller, 2012).
Engel, et al. (1986, 5) define consumer behaviour as those acts of
individuals directly involved in obtaining, using, and disposing of economic goods
and services, including the decision processes that precede and determine these
acts. Simple observation provides limited insight into the complex nature of
consumer choice and researchers have increasingly sought the more sophisticated
concepts and methods of investigation provided by behavioural sciences in order to
understand, predict, and possibly control consumer behaviour more effectively.
A number of researches have been carried out by academics and scholars on
identifying and analyzing those factors affecting the consumers buying behavior
and as a result, various types of factors have been identified. These factors have
been classified into different types and categories in different ways by different
authors. For instance, Wiedermann et al (2007) classified them into internal and
external factor. On the other hand, Winer (2009) divided them into social, personal
and psychological factors. Despite the fact that they have been classified into
different groups by different authors they are similar in scope and purpose (Rao,
2007).
There is a wide range of factors that can affect consumer behavior in
different ways. These factors are divided by Hoyer et al. (2012) into four broad
categories: situational, personal, social and cultural factors.
Situational factors impacting consumer behavior may include location,
environment, timing and even weather conditions (Hoyer et al., 2012). In order to
benefit from situational factors major retailers attempt to construct environment
and situations in stores that motivate perspective customers to make purchase
decision. Range of available tools to achieve such an outcome include playing
relaxing music in stores, producing refreshing smells in stores and placing bread
and milk products in supermarkets towards the opposite end of stores to facilitate
movement of customers throughout the store to make additional purchases etc.
The consumption and buying decision of consumers gain prominence in case
of fast food industry because of the tough competition among the multiply of
players within the markets. Their marketing strategies must be designed eyeing the
economic conditions, health related resistance to fast foods, changing lifestyle,
tastes and preferences of the consumers. This section describes some of the studies

that affecting them in the fast food industry in detail (Rami Zeitun department of
finance and economic college of business and economic Qatar University).
(Jekanowski, Binkley and Eales 2001) remarked that fast food are available
near residential areas and are readily accessible in shopping malls and other public
places. This decreases the amount spent by customers on covering distances to
reach out for the readily eatable foods that too at lesser prices as compared to
other types of restaurants. These features enable even the upper middle class
consumers to option for fast food restaurants frequently. The more frequent the
visits, the more amount that is spent.
(Fanning marsh and stieyert 2005) analyzed the relationship between the
socioeconomic and demographic factors that affect the fast food buying and
spending decisions. Both the latter variables vary in direct proportion to the income
and number of family members and are inversely proportional to their age and
education. The strenuous nature of jobs is found to increase the tendency to
consume at food cafes.
The fast food market all over the world is made up of different companies
offering closely related products and services but under different brand names.
These firms are constantly engaged in competition to attract consumers who
themselves are much diversified in their demands. According to schiffman and
kanuk (1997) consumer behavior is the behavior that consumers display in
searching for purchasing, using, evaluating and disposing of products, services and
ideas.
Consumer all over the world exhibit varied taste and preferences for food,
hence, it behoves on firms to understand the behavior of consumers to enable them
strategize to respond to the demands of the market and stay competitive. As
indicated by hamansu (2008) the main objective of the study of consumer behavior
is to provide marketers with the knowledge and skills that are necessary to carry
out detailed consumer analyses which could be used for understanding markets and
developing marketing strategies.
Fast food has become very popular today. Eating habits are formed in early
years and become the most unchangeable practice in life. Children learn everything
from the family and society (western, sepp & fjellstrom 2002). This study only
considered the food and nonfood item, did not consider the attributes that affect the
perception of children. Children eat food when going out with their parents and
learn about different types of food other than fast food. Family make the children
familiar with their foods considering factors like nutrition, age, status, convenience,
speed, money, taste, environment of the store because they influence the decision
making process of entire family (ekstrom1996).

Lastly, cultural factors affecting consumer behavior are related to cross

cultural differences amongst consumer on local and global scales. Culture can be
defined as the ideas, customs and social behavior of a particular people or society
(oxford dictionaries 2015) and the tendency of globalization has made it compulsory
for cross cultural differences amongst consumer to be taken into account when
formulating and communicating marketing messages.

QUESTIONNAIRE:
Name:____________________

Age:____

Gender:____

Please spare a few minutes of your valuable time to answer this simple
questionnaire.
Instructions: please put a check
in the blank next to the answer of your choice.
1.) Do you love Mc Donald?

YES____NO____

2.) Does Mc Donalds product have a reasonable price? YES____NO____

3.) Would you recommend Mc Donalds to others? YES____NO____
4.) When you want to have a meal in a fast food restaurant, will Mc Donalds come to your
mind as the first choice? YES____NO____
5.) Does their commercials is getting your attention? YES____NO____
6.) Are you satisfied by the current product line or the menu at Mc Donalds?
YES____NO____
7.) Do they have a fast service for customers? YES____NO____
8.) Do they treat well or showing their good manners to their customers? YES____NO____

9.) Do you agree that Mc Donalds is changing its image to become a healthy fast food
restaurant? YES____NO____
10.) Do you like the food and services? YES____NO____
11.) Is their Meal is affordable and delicious? YES____NO____
12.) Are you in favor of using plastic and disposable spoon and forks? YES____NO____
13.) Is Mc Donalds your favorite fast food chain? YES____NO____
14.) Do you always eat at Mc Donalds? YES____NO____
15.) Do you like the way they package their product? YES____NO____
16.) Does the equipment they are using is safe and clean? YES____NO____
17.) Do you like the ambiance in Mc Donalds? YES____NO____
18.) Are you satisfied with their performance? YES____NO____
19.) Do you believe that Mc Donalds is a successful venture? YES____NO____
20.) Do you think Mc Donalds is the most popular fast food chain than the other?
YES____NO____

RESEARCH DESIGN:
The design of this research depends upon the nature of the research
question to know what kind of information can provide to determine and

answer the problem and to provide if the goal is valid and achieve. This
conceptual framework design will help the researchers to identify consumer
satisfaction.
Mc Donalds is the worlds largest chain of hamburger fast food
restaurants, serving around 68 million customers daily in 119 countries
across more than 36000 outlets. Founded in the United States in 1940, the
company began as a barbeque restaurant operated by Richard and Maurice
McDonald in 1948; they recognized their business at a hamburger stand
using production line principles. Businessman Ray Kroc joined the company
as a franchise agent in 1955. He subsequently purchased the chain from the
Mc Donald brothers and oversaw its worldwide growth.
Because of its successfulness as a fast food industry, Mc Donalds has
been widely known and franchised. Mc Donald San Fernando branch which is
widely accessible by a lot of customer was the chosen company of this
research.

NO. OF PARTICIPANTS:
Out of 50 respondent 100% of the surveys were completely done with
due regards of their own convenience and will.
Male: 20 (ages 15-24)

Female: 30 (15-29)

METHODS:
This research used Fish bone method. This Fish bone diagram identifies
many possible causes for an affect or problem. It can be used to structure a
brainstorming session. It immediately sorts ideas into useful categories.

INSTRUMENT:
We use Survey Questionnaire in this research. Because of this
question, this research will identify the consumer behavior of every customer
with their service, price, and performance of competitiveness of Mc Donald.

ANALIZATION:
This Survey proved that consumers positively agree and behave
towards Mc Donalds changes in price, in competency, in service and in
performance.

TALLY:

YES%
41
37
42
27
41
38
37
46
28
38
41
27
27
26
43
46
42
39
37
19

NO

TOTA
L

82
74
84
54
82
76
74
92
56
76
82
54
54
52
86
92
84
78
74
38

9
13
8
23
9
12
13
4
22
12
9
23
23
24
7
4
8
11
13
31

18
26
16
46
18
24
26
8
44
24
18
46
46
48
14
8
16
22
26
62

50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50
50

100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%