The document discusses consumer behavior at McDonald's India, including how McDonald's segments the market geographically, demographically, psychographically, and behaviorally. It also examines McDonald's target consumers, positioning, marketing mix, responses to new trends, and key factors in its success. The key factors identified are innovation, customization, good management, marketing strategies, customer focus, social responsibility, and flexibility.

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

2. CONSUMER
BEHAVIOUR AT
McDonald’s INDIA

3. McDonald
PRODUCT CATEGORY
FAST FOOD

4. Segmentation
 McDonald Segmantize its market on
following basis:
Geographically
Demographically
Psycho graphically &
Behaviorally

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

6. Targeting
 McDonald’s major target consumers are:
Teenagers
Adults
Children

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.

10. McDonald’s
Marketing Mix

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”

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”