Consumer Behaviour

Running head: CONSUMER BEHAVIOUR
Consumer Behaviour
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CONSUMER BEHAVIOUR
Introduction
The main purpose of this assessment is to analyze a branded product for which the
behavior of the consumer has changed. The brand which is selected for this assessment are
Burgers which is offered by McDonalds. The burgers which is offered by McDonalds is quite
popular in the market and therefore has significant number of loyal customers. The assessment
would be further applying Theory of Reason Actions while considering the changes in the
consumer behaviors towards the consumer products. In addition to this, the strengths and
weaknesses of the theory and how the same is applicable to the brand. The theory which is
considered for the assessment is theory of related actions which effectively shows how the
behavior of a consumer is affected by behavior of a group of consumers (Schütte & Ciarlante,
2016). The assessment also includes sentimental analysis for the product and how the same
discloses consumer behaviors towards a particular product.
Discussion
The brand which is selected for this assessment is burger products of McDonalds and the
same is considered to be a popular brand in Australia and most of the consumers prefer the
burgers which are offered by the business. McDonalds is an American fast food company which
offers a variety of Burgers, fries and shakes (Mcdonalds.com.au., 2019). The business also
operations in different countries and follows franchise model to expand the operations of the
business. The company is renowned for the fast food protects and it is considered as one of the
giants in the food industry.

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CONSUMER BEHAVIOUR
Theory Framework and Overview
The behaviour of the consumers towards a product is an important factor which
determines the sales which is generated by the business. It is imperative that the management of
a company before launching a new product, survey of consumer behaviour is necessary to find-
out whether a particular product will sell or whether the same would be successful in the market.
The consumer behaviour can be determined by using one of the models which is available for
such aspect. The assessment considers the theory of Reasoned Actions (Cohen, Prayag & Moital,
2014). As per this theory, the past consumer behaviour is a better predictor for estimating the
preference patterns of the consumers and how the same has an impact on the brand. The model
also considers the social power of others which have an influence on the consumer behaviour.
In a business, when any decision is taken regarding a product, the consumer preference
and behaviour trends are always studied so that appropriate decisions can be taken. It is rightly
said that the customer are the kings as their demands determine the price for the products and
also how the products would be sold in the market (Ackermann & Palmer, 2014). In most of the
cases, the behaviour trends of the consumers can help the management predict whether the

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CONSUMER BEHAVIOUR
product would be successful in the market or not. Some of the strengths which can be identified
regarding analysis of the consumers attitudes are:
 The business would be able to judge the taste and preference which is prevailing in the
market and accordingly set policies so that the sales of the business is maximised.
 A through analysis of the consumer behaviours in a competitive market definitely saves a
business from disasters as in such a market it is a common thing for new products to be
unsuccessful.
 The process of market segmentation is assisted by analysis of the consumer behaviours
for same or similar products. This in turn helps the management of the company to
formulate appropriate strategies for purpose of marketing the product (Hoppe, Vieira &
Barcellos, 2013). The analysis of the consumer trends also helps businesses to select the
target customers and formulate strategies accordingly so that appropriate revenue is
generated by the business.
 The process of analysing the consumer behaviours is especially useful when the business
is trying to introduce a new product in the market. It is generally the custom which is
followed by businesses for ensuring that new products are developed considering the
behaviour and buying patterns of the consumers.
The above mention strengths which is listed above shows that a business should consider
consumer behaviour before any strategies are formulated by the management of the company.
However, there are certain disadvantages which is associated with relying on consumer
behaviour for a particular product. The disadvantages which can be pointed out are listed below
in details: