Behaviour of Consumers in Mcdonalds Australia
Added on 2021-05-30
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Running Head: BEHAVIOUR OF CONSUMERS IN MCDONALDS AUSTRALIABEHAVIOUR OF CONSUMERS IN MCDONALDS AUSTRALIAName of the Student:Name of University:Author Note:
1BEHAVIOUR OF CONSUMERS IN MCDONALDS AUSTRALIAAbstractMcDonald is identified as a famous fast food restaurant chain that has 970 outlets acrossAustralia. It can be argued that the restaurant is considered to be one of the oldest restaurants andfast food centre existed in the region since 1971. The McDonalds Corporation has 970 outletsspread all over the Australian main cities such as Brisbane, Sydney, Victoria, Melbourne andAdelaide. Recently, the McDonalds Corporation is going to put focus on the vegan products thatis parallel to the growing demand of the Australian market. Therefore, this report is going tofigure out the possibilities and opportunities for the company in the Australian market. Thecustomer behaviours are considered to be the focal point of the discussion. In the conclusion, itcan be stated that identifying the customer behaviour helps the company to sustain in theAustralian food market.
2BEHAVIOUR OF CONSUMERS IN MCDONALDS AUSTRALIATable of ContentsIntroduction......................................................................................................................................4Company..................................................................................................................................4Product and location................................................................................................................4Consumer.................................................................................................................................5Discussion........................................................................................................................................5Perception....................................................................................................................................5Price Perception.......................................................................................................................6Benefit Perception...................................................................................................................6Weber’s Law............................................................................................................................7Motivation....................................................................................................................................8Needs.......................................................................................................................................8Goals........................................................................................................................................9Positivism and negativism.......................................................................................................9Maslow’s hierarchy of needs...................................................................................................9Psychological needs...............................................................................................................10Safety needs...........................................................................................................................10Love and belonging needs.....................................................................................................10Esteem needs.........................................................................................................................10Self actualisation needs..........................................................................................................10
3BEHAVIOUR OF CONSUMERS IN MCDONALDS AUSTRALIA7P segmentation.........................................................................................................................11Product...................................................................................................................................11Price.......................................................................................................................................12Promotion..............................................................................................................................12Place.......................................................................................................................................13Process...................................................................................................................................13Physical Evidence..................................................................................................................14Decision making Process...............................................................................................................14Recommendation...........................................................................................................................16Conclusion.....................................................................................................................................16Reference.......................................................................................................................................18
4BEHAVIOUR OF CONSUMERS IN MCDONALDS AUSTRALIAIntroductionCompanyMcDonald is identified as a famous fast food restaurant chain that has 970 outlets acrossAustralia. It can be argued that the restaurant is considered to be one of the oldest restaurants andfast food centre existed in the region since 1971 (Our Journey, 2018). In that year, McDonaldsopened up the first outlets in the Sydney suburb of Yagoona and gradually expanded its marketorientation where 100,000 people are working in that specific restaurant and management offices(Our Story, 2018). The dynamic exposure of McDonalds leads it towards occupying 80% of theAustralian food and restaurant industry with an enormous amount of employees irrespective oftheir gender. However, the restaurant had started its business in USA in the year 1954 and thevery first store was inaugurated in Des Plaines, Illinois. In course of time the McDonaldsbrothers witnessed a growing demand of the McDonalds food items and during the year of 1961yielded a share of $3 million that drove them to turn the company into a corporation.Product and locationThe McDonalds Corporation has 970 outlets spread all over the Australian main citiessuch as Brisbane, Sydney, Victoria, Melbourne and Adelaide (Locate Your Local McDonald's,2018). It can be identified that most of the cafeteria and restaurants are encircled in the southeastern part of the country. The reason behind this cluster is the geo-economic advantages of thelocations. These cities are the heart of business nexus in Australia that attracts maximum numberof people and as a result of that it is considered to be beneficial for the McDonalds authorities toset up a bunch of outlets in those strategic locations.
5BEHAVIOUR OF CONSUMERS IN MCDONALDS AUSTRALIAMcDonalds is famous for its burgers and happy meals. Besides this, there a number ofother items in terms of preparations of Chicken, fish or beef, cafeterias and deserts and drinks arealso popular among the customers (Menu, 2018). Recently, the McDonalds Corporation is goingto put focus on the vegan products that is parallel to the growing demand of the Australianmarket.ConsumerThe market segmentation of the McDonalds Australia is categorised into a number offactors like geography, demography, behaviour and psychographic elements. In the geographicapproach there are domestic or international customers in addition to urban and rural sectors withan age between 8 and 45 (Our Story, 2018). Moreover, irrespective of gender and income mostof the McDonalds customers are students, employees and families because of the cheap pricingstrategy of the restaurant chains.DiscussionPerceptionConsumer behaviour is so imperative for the business organisations to understand thedemand and factors of influencing the need of the customers. In this regards, perception isconsidered to be an important factor that can influence the needs and demands of the consumers.As a result of that there are three major categorisations that reflect the shifting needs of theconsumers (Solomon et al., 2014). In fact, understanding the concept of perception, it can beargued that the individual opinion about the company and products can lead the purchaser tomake a decision to buy or not to buy the product. Hence, business organisations use this theory
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