CONSUMER BEHAVIOUR

Consumer Behaviour

Marketing of McDonald

Introduction

McDonald also referred as the Golden Arch is the giant of the fast food restaurant chain in the entire globe. Not only this, it is the most recognisable fast food chain serving 52 million customers a day all across the world. There are 31,000 restaurants of McDonald in 100 countries of the world. McDonald restaurant initially opened in the United Kingdom in the year 1974. At present 1200, restaurants located throughout the United Kingdom (McDonald's Corperation, pp 20-23).

Fast Food in United Kingdom

The Fast food and drink industries are one of the most important areas of business in the United Kingdom. This single manufacturer is also one of the largest manufacturers in the United Kingdom that has a turn over of around £70 billion. This Fast food industry buys around two-third of the agricultural products produced with the United Kingdom.

In the United Kingdom, the Fast Food chains are expert in burgers, fried chicken, fish, pizza etc. although a lot of reports are available on fast food problems such as obesity, food poisoning etcetera even then over the recent years fast food industry has grown rapidly and achieved tremendous expansion .

McDonald in United Kingdom

One of the leading fast food chains in t he United Kingdom in the year 2004 McDonald acquired a value share of around 18.3% leading clearly over its competitors. The company faced a sudden downfall in the year 2003, as they were serving unhealthy, non nutritious and greasy food which was increasing obesity and much other health related issues. However, the company revised their meals and started introducing healthier menu. In 2006, the company earned rocket sales, which singled out, all the British restaurants (www.food.gov.uk).

Consumer's Decision Making Process in UK

The decision of the consumer to purchase or not to purchase any product is critical for the marketers. Nowadays due to the awareness the consumer's decision making process mainly influenced by the health and nutritious values the food stuff has. In the United Kingdom over the past years consumers, decision making on food has changed to a greater extent. It was because of the change in the decision making that McDonald's initially suffered a loss and then realizing the change McDonald revised their menu bring nutritious and wholesome food to their menu (The, 1954,, 20).

Marketing Mix

Marketing mix known as the hub of any organization's marketing system enables a company to achieve its marketing objectives. The Marketing Mix comprises of the following four P's:

Marketing Mix of McDonald's

Product

The main focus of McDonalds is to develop a menu that setting according to the desires of their customers. The market research team of McDonald covers this job perfectly. Since the requirements and demands of the customers change with the passage of time, therefore, McDonald phases out the old product and try to change their menu by bringing in a variety of products in their menu. Maintenance of proper check and balance taken into account as the sales might not deflect by the introduction of a new product with that of the ...