Consumer Behavior at McDonald's

This assignment examines the challenges faced by McDonald's in catering to evolving consumer preferences. It identifies key issues, such as health consciousness and time efficiency, and proposes solutions through targeted marketing campaigns. The analysis includes a detailed segmentation of primary and secondary consumers based on geographic, demographic, psychographic, and behavioral factors. It outlines strategies for product development, pricing, promotion, and distribution to address these consumer behaviors and ultimately increase sales and revenue.

Running head: CONSUMER BEHAVIOUR
Consumer behavior
Name of the Student
Name of the University
Author Note

CONSUMER BEHAVIOUR
The Identified Issues in Consumer Behaviour of Mac Donald
• The consumers are becoming health conscious and thus they are moving away from
consuming junk food
• The consumers of Mac Donald's are tech savvy and follow trendy lifestyle. The company
need to match its services with the lifestyles of it customers
• The consumers expect to get best quality food at the cheapest price . As the primary
customers are youths and children they do not have an income
• Among the primary consumers there are young professional who choose fast food to
save time. Thus the services should be very time efficient.
Objectives of the Campaign to solve the issues
To solve the issues regarding consumer behaviour the following steps can be followed:
• To gain popularity among the health conscious people the company should include some
healthier items in the menu.
• Mac Donald’s should also try to reach out to more customers by adopting new
technologies.
To cater to the needs of their primary customer who are youths and children base Mac
Donald’s should have cheaper rates

CONSUMER BEHAVIOUR
• The service provided should be fast to keep up with the demands of the customers who
have a busy lifestyle (French& Smith, 2013). The customers should get their orders in
time.
Target Audience for the Campaign
Primary Segment
Geographic
Region: Mac Donald’s started in USA. It is now one of the biggest fast food chains in the world
operating in 115 countries all over the world.
Density: Mac Donald’s targets people living in the cities. Millions of people visit the stores every
year
Demographic
Age: Chief consumers of Mac Donald’s belong to the age group of 8 to 27.
Gender: Mac Donald’s is popular among both male and female
Income: People belonging to lower and middle classes are the chief target audience.
Occupation: Most of the people who visit the outlets are young and have a busy lifestyle,
students and professionals.
Psychographic
Social Class: The company targets people from working and middle class.

CONSUMER BEHAVIOUR
Lifestyle: Most of the people who visit Mac Donald’s are young college students who live alone,
children, families. The youths and the children follow trendy and tech savvy lifestyle.
Behavioural
Customer Loyalty: It can be said that the customers of Mac Donald’s are moderate in terms of
loyalty.
Personality: The customers of Mac Donald’s are easygoing, casual and fun loving.
Secondary Segment
Geographic
Region: The top five countries where Mac Donald’s has gained immense popularity are USA,
Canada, Australia, Japan, and New Zealand. According to the date collected from these countries
the secondary customers are the families.
Density: The second most popular crowds in Mac Donald’s outlets consist of families. The kids
and their parents visit the restaurants quite frequently.
Demographic
Age: The secondary customers who visit Mac Donald’s belong to the age group of 28- 42.
Gender: Both men and women enjoy the fast food items offered by Mac Donald’s.
Income and Occupation: The secondary customers belong to the middle and lower middle class
and have a moderate income. Most of the people have corporate jobs or business.
Psychographic

CONSUMER BEHAVIOUR
Social Class: The secondary consumers belong to the middle and lower middle class.
Lifestyle: The Secondary consumers follow a busy lifestyle and they are technologically adept.
Behavioural
Customer Loyalty: The secondary consumers keep on changing their preferences thus they are
considered to be fickle.
Personality: These types of consumers are family oriented. And are foodie by nature.
Methods to achieve the Objectives
Product: Both the primary as well as the secondary consumers are health conscious to some
extent thus to suite to their needs Mac Donald’s requires to reduce the calories per meal.
Price: The price of the items should be kept at such a range which can be easily availed by both
the primary as well as the secondary customers.
Promotion: The company should keep this in mind that the consumers are quite adept with the
current technologies and are attracted to high lifestyle. Mac Donald’s should keep this in mind
while promoting their products.
Place: The primary customers are the college goers and the young professionals, and the
secondary customers include the families, thus the restaurants should be built near localities and
colleges
Evaluation of success of the campaign
Change in the behaviour of consumers

CONSUMER BEHAVIOUR
If Mac Donald’s introduces new products in their menu which are healthy, or atleast have less
calories than that of the regular meals then it will gain a lot of customers
Increase in Sales:
After implementing the methods to resolve the issues regarding consumer behaviour there will
be increase in the sales.
Increase in Revenue:
When the company will open more and more restaurants in the localities and around colleges
then sales will increase and thus it will lead to an increase in revenue as well