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2012 Mc donald's consumer behaviour
1. University Of Agriculture Faisalabad
Subject:
Marketing Management
Topic :
Consumer Behavior at McDonald’s India
Submitted to
Sir Yawar
Submitted by
Jawaria and Bushra
MBA 3rd Semester
Section C
Roll no. 11 & 12
5. Geographic Segmentation:
Number of outlets opened in different
regions
(132 Family Restaurants a.79 in North and
East and 59 in South and West)
Demographic Segmentation:
Age (18-25), Income (Strivers), Gender
(Male/Female), Occupation
(Students), Education
(Undergraduate, Postgraduate)
Psychographic Segmentation:
Convenience and Life style
Behavioral Segmentation:
Occasions e.g. Birthday parties
7. Positioning
To attract children McDonald’s has
“Happy Meal "with toys and “Disney
characters” are given. It also provides
facilities like:
“Play place”
“McDonald’s mein hai kuch baat”
8. New Trends Facing by the Consumers:
• It’s an undeniable fact that consumer’s facing new
trends because many competitors are in the fast
food industry offering food to them.
Subway
Penera Bread
Dunkin Donuts
9. McDonald’s responses to New Trends
Offers low price rates
Offer discounts to its customers
Introduce healthy alternatives
McDonald’s upgraded its coffee a few years back.
Introduce Big Mac and Mc Muffin for nutrition
awareness.
11. The marketing mix is a term used to
describe the four main marketing tools
(4Ps):
Product
Price
Promotion &
Placement
12. PRODUCT
Product includes the certain aspect as
features, design, brands and packaging.
McDonald continuously innovate or change its
product line according to taste of its customers
It drops the ham, beef and mutton burgers from
menu.
It introduced vegetarian products for its
customers
13. Price
McDonald attract the middle and lower class
consumers with a very catchy punch line
“Aap ke zamane mein, baap ke zamane ke
daam”.
McDonalds introduced certain value pricing and
bundling strategies such as “happy meal, combo
meal, family meal” etc for consumers.
14. Place
It is important so that the product is available to
the customer at the right place, at the right time
and in the right quantity.
McDonalds offers hygienic environment, good
ambience and great service.
Also offers “Delivery services” to its customers
15. Promotion
There are three main objectives of
advertising for McDonald’s are:
To make people aware of an item,
Feel positive about it and
Remember it.
16. SWOT Analysis
STRENGTH WEAKNESS
1.Strong Brand 1.Low depth and width of product
2.Customer Intimacy
3.Product Innovation
OPPORTUNITY THREAT
1. Expand into tier 2 and tier 3 cities. 1. Changing customer life style and
2. Entry into breakfast category. taste.
2. Increased competition from local fast
food outlets.
17. Forces that majorly influenced the
Consumers buying behavior:
Culture
Social
Personal and Economic
PSYCHOLOGICAL:
18. Culture Forces
Culture majorly affect the consumers buying
behavior in India,
Because people don’t like the “beef and mutton”
burgers and all those items that consisted beef
that was famous outside.
So in India, meat and vegetarian meals are
prepared because of religious laws.
19. Social Forces
In India most of the people easily influence the
others buying behavior.
To remove the social effects, McDonald's always keep
on trying to give the best product and service to its
customers.
McDonald convince its customers by serving
hygiene in plates.
20. Personal and Economic Forces
• In McDonald’s most part of customer are the
teenagers or young.
It gives
“VALUE FOR MONEY”
Good at taste cheap on pocket.
Various offers, & acts on feedback.
It takes People like social gatherings at a
beautiful place & economic according to their
choice & taste.
21. PSYCHOLOGICAL Forces
Mc Donald keeps on updating or teaching people
through its attractive advertisements about its new
products.
McDonald’s famous marketing slogans which
influenced on the minds of the consumers are:
“You Deserve a break today, so get up and get
away- To McDonald’s”
“Food, Folks, and Fun”
“I’m lovin’ it”
22.
23.
24. •The key factors in success of McDonald’s
according to my point of view are:
Innovation
Customization
Good Management
Best Marketing Strategies
Good values and Focus on Customers
Understands Social responsibility
Flexibility to handle the consumers
25. Key factors in McDonald’s success
•According to my point of view:
Innovation
Customization
Good Management
Best Marketing Strategies
Good values and Focus on Customers
Understands Social responsibility
Flexibility to handle the consumers
26. McDonald’s in India has a bright future.
It really is making the people
“LOVE IT”.
McDonald’s has a slogan:
“Think globally and act
locally”