Consumer Behaviour and Marketing Psychology

Running head: CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Name of the Student
Name of the University
Author Note

1CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Executive Summary
Consumer purchase of branded products is influenced by a variety of different factors, be it
lifestyle choices, age and occupation, culture and social factors among others, in each and
every part of the globe. This assignment carries out a survey to determine exactly how such
factors have a role to play in influence consumer purchase of McDonald’s fast food in
Australia. The survey has been developed using the Survey Monkey tool online and involved
15 respondents, with some of them hailing from international destinations like India and
Kuala Lumpur. The survey results were analyzed and summarized in detail after being taken.

2CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Table of Contents
1. Purpose of the Survey.........................................................................................................3
2. Development of a Survey – Instrument Administration Process........................................3
3. Data Analysis and Key Findings........................................................................................4
3.1. Dynamic Business Environment and Cultural Trends plays a Role in Influencing
Consumer Purchase of McDonald Burgers............................................................................4
3.2. Social Factors have a role to play in Influencing Consumer purchase of McDonalds
Fast Food................................................................................................................................5
3.3. Occupation and Age play a crucial role in influencing Consumer Purchase of Fast
Food 6
3.4. McDonalds fast food Purchase is influenced by Lifestyle Choices................................8
3.5. Core Beliefs in Preferred Brands has an influence on Consumer Purchase of
McDonalds Fast Food............................................................................................................8
Appendix..................................................................................................................................11

3CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
1. Purpose of the Survey
The purpose of the survey undertaken is to arrive at an understanding of the key
factors that influence the decisions of consumers when it comes to the purchase of branded
fast food products such as the burgers, shakes, fries and other fast food that is sold by the
McDonald Company. McDonald is one of the leading fast food brands in the whole world
and this survey has been conducted to see what it is about the brand that motivates consumers
to go ahead and make a purchase of it. In other words, customer perceptions about the
McDonald brand and factors that come into play with regard to the purchase of McDonald’s
fast food by consumers is what has been surveyed in this assignment.
2. Development of a Survey – Instrument Administration Process
The survey for the assignment has been developed using an instrument known as
Survey Monkey. This is a renowned survey generating tool that is readily accessible online
and which can be used for developing accurate surveys. As many as fifteen respondents were
chosen for participating in the survey across both genders, and different age groups.