Consumer behaviour in terms of McDonalds, UK and culture

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ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends & family for support they provided & their belief in me as well as guidance they provided without which I would have never been able to do this research.



DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

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ABSTRACT

Differences in culture play an important role in international marketing, which has attracted many researchers' attention. This thesis will focus on the influence of cultural environments in the context of McDonalds. The theoretical framework of this study contains mainly between culture and theories 4P marketing strategy. These theories are put as one in an investigative model on a relationship among the two theories. It is explained to be used as a basis for the collection and analysis of experiential results. The qualitative research strategy used in this thesis and the data are also complemented with secondary data such as company web pages and scientific articles. Behaviors of language, customer value and a national culture are the main factors affecting the implementation of the marketing strategy in international markets

Table of Contents

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the Research1

Aims and Objectives1

Hypothesis1

Rationale for the study2

CHAPTER 2: LITERATURE REVIEW3

CHAPTER 3: METHODOLOGY5

Research Design5

Literature Search5

CHAPTER 4: DISCUSSION6

CHAPTER 5: ANTICIPATED RESULTS7

REFERENCES8

CHAPTER 1: INTRODUCTION

Background of the Research

The fast food chain McDonald's, the world leader, posted a net profit of 623 million Euros in the third quarter, representing an increase of 42% compared with the same period last year, mainly due to the success of your plan recovery in the UK despite a drop in Europe. McDonald's had already warned Oct. 13 that would improve its forecasts, so the result did not surprise analysts. Group revenue grew 9% to 3,940 million Euros, and operating income rose 14% to 879 million Euros.

In the first nine months net profit grew 40% to 1,504 million Euros, while the turnover amounted to 11.243 million Euros, 12% and operating income increased 19% to 1.618 billion Euros

Aims and Objectives

To analyze the reasons behind McDonald's rapid growth in UK's fast food market

To discuss whether a change in McDonald's image would help the company to rebuild the trust

Hypothesis

Whether McDonald will survive the competitive landscape of UK's fast food retailing industry

Rationale for the study

Studies were primarily grouped as asserted by the next categories: methodical reconsiders, reconsiders of other publications, and one-by-one evaluation investigations with a assembly of command / waiting register, one-by-one evaluation investigations, and items or accounts that recount services or services. To construct on the information groundwork that presents for living methodical reconsiders, a second stage of investigation engaged categorizing them into three assemblies (representing distinct grades of power of evidence) to illustrate productive advances, undertaking advances, and advances that offer ...