Consumer Behaviour in McDonald's
Added on 2021-02-20
11 Pages3409 Words565 Views
CONSUMER BEHAVIOUR
Table of ContentsINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1TASK 1............................................................................................................................................1Obtain, report and analyse written complaint or wrongdoings report which involved keyissues of marketing of McDonald's.............................................................................................1TASK 2............................................................................................................................................3Recommendations for changing corporate culture for improving key issues of marketingtechniques....................................................................................................................................3TASK 3............................................................................................................................................5Justified ways how ICT can support and advance the Customer Relationship Managementprocess.........................................................................................................................................5TASK 4............................................................................................................................................6Justified corporate volunteerism programme for McDonald's to improved CustomerRelationship Management...........................................................................................................6CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................8
INTRODUCTIONConsumer Behaviour can be defined as the behaviour which customers display whileselecting, purchasing and consuming of products and services and ideas which they expect willlead to satisfy their wants and needs (Almerich and et.al., 2016). Business organisation aims ateffectively understanding the consumers and their behaviour as well. In order to conduct thepresent report McDonald's is being chosen and it is based on McDonald's Malaysia. The reportwill explain and analyse about the wrongdoings or written complaint involving key issues ofmarketing of McDonald's. The report further makes justified recommendations which relates tothe changing corporate culture for McDonald's. Two justified ways are also suggested about howICT can support and advance customer relationship management process. Further the report willpropose corporate volunteerism programme for McDonald's for improving the customerrelationship management. MAIN BODYTASK 1Obtain, report and analyse written complaint or wrongdoings report which involved key issues ofmarketing of McDonald'sEvery business organisation aims at understanding the consumer behaviour so that it canfocus on effectively promoting and marketing its products and services. The marketing isconsidered as the most important element for businesses to attract the target customers.McDonald's operates its business in fast food industry and offers wide range of food productsand beverages to its customers (Silverstone, ed., 2017). It includes hamburgers, pizza, French-fries, nuggets, iced coffee, sausage, milkshake, etc. The promotional strategy within marketingmix of McDonald's Malaysia is focused on culture, beliefs, attitudes, religion, moral andbehaviour of customers. So that it can effectively attract its target customers and satisfy them.McDonald's focuses on brand globally and advertise locally. The company's Billboardsuses food products for highlighting about what every Malaysian State is famous or popular for.This campaign is the part of McDonald's promotional effort for localising the brands. The newMcdonald's billboards were being the turning heads due to its ingenuity for recreating the iconiclocations of Malaysia with its food products (McD's Billboards Use Food To Highlight WhatEach Malaysian State Is Popular For, 2019). This is the part of promotional + marketing +advertisement efforts of the company for localising the brand in Malaysia. This helped the1
organisation to gain effective results and outcomes as it led to make the customers satisfy bybeing relevant to locally.Through many years, this fast food chain restaurant business, i.e. McDonald's makes useof various techniques and tactics for promoting and selling its food products and beverages. Itincluded luring kinds having Happy Meals toys and also enlisted the assistance of celebrities likeMichael Jordan and many more. But, it is also being involved in various legal cases and lawsuitsbecause of its advertisement contents ( Ryu and Lee, 2017). The international fast food chainbusiness tried another tactic and approach for promoting the products. But, it led to causewrongdoings report and complaint against McDonald's marketing. The wrongdoings report statesthat the advertisement telecast by McDonald's was very upsetting. McDonald's debuted aadvertisement commercial in which it featured a boy who is asking his mother for sharing thestories related to his deceased father. The advertisement and marketing campaigns may bring negative impacts on the societyand thus it gets various written complaints and wrongdoings report. This McDonald'sadvertisement backfired and also got promoting accusations from the people (Nyadzayo andKhajehzadeh, 2016). The wrongdoings report stated that McDonald's was making use ofchildhood grief for selling its fast food products. According to the advert, it shown a child askinghis mother about his deceased father. The mother tells him about what his father was like and itseems in the advert that boy was sad as they were not having much things in common. Afterarriving in the McDonald's outlet, while eating Filet-O-Fish, the mother says that this dish wasyour father's favourite and the boy's face lights up. The advertisement of McDonald'smanipulated the emotional sentiments of customers. Many complaints were put on social mediawebsites of McDonald's regarding this advertisement and people called it exploitative. .The company was forced for saying sorry or apologising and pulling the campaign back.McDonald's then pulled out its advertisement from TV screens, various social media websitesand from everywhere it aired (McDonald's pulls ad that 'exploited child bereavement', 2017).One of the representative of McDonald's said that it was not the intention of the company tomake anyone upset. This advertisement campaign led to bring many difficulties and issues forthe McDonald's Malaysia as well. 2
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