2012 Mc donald's consumer behaviour

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2012 Mc donald's consumer behaviour

  1. 1. University Of Agriculture Faisalabad Subject: Marketing Management Topic : Consumer Behavior at McDonald’s India Submitted to Sir Yawar Submitted by Jawaria and BushraMBA 3rd SemesterSection CRoll no. 11 & 12
  2. 2. CONSUMER BEHAVIOUR ATMcDonald’s INDIA
  3. 3. McDonaldPRODUCT CATEGORY FAST FOOD
  4. 4. Segmentation McDonald Segmantize its market on following basis:GeographicallyDemographicallyPsycho graphically &Behaviorally
  5. 5. Geographic Segmentation: Number of outlets opened in differentregions(132 Family Restaurants a.79 in North andEast 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 styleBehavioral Segmentation:Occasions e.g. Birthday parties
  6. 6. Targeting McDonald’s major target consumers are:TeenagersAdultsChildren
  7. 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. 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. 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.
  10. 10. McDonald’sMarketing Mix
  11. 11. The marketing mix is a term used todescribe the four main marketing tools(4Ps): Product Price Promotion & Placement
  12. 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. 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. 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. 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. 16. SWOT AnalysisSTRENGTH WEAKNESS1.Strong Brand 1.Low depth and width of product2.Customer Intimacy3.Product InnovationOPPORTUNITY THREAT1. Expand into tier 2 and tier 3 cities. 1. Changing customer life style and2. Entry into breakfast category. taste. 2. Increased competition from local fast food outlets.
  17. 17. Forces that majorly influenced the Consumers buying behavior:CultureSocialPersonal and EconomicPSYCHOLOGICAL:
  18. 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. 19. Social Forces In India most of the people easily influence the others buying behavior. To remove the social effects, McDonalds always keep on trying to give the best product and service to its customers. McDonald convince its customers by serving hygiene in plates.
  20. 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. 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. 22. •The key factors in success of McDonald’saccording 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
  23. 23. 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
  24. 24. 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”

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