Consumer Behaviour and Insight Assignment : McDonalds

Added on - 15 Mar 2021

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IntroductionChoices. Even though we may not know everythingabout them, we still create them. Most ofthose choices we render quickly, even without thought – apple juice or tea? Working outor goingout? Watch movies or take a nap? However, when bigger judgements are needed, we generallythink further as they require more time to be determined. (East et al. 2008)Markets have become very dynamic in recent decades. Organizations need to understand theneeds of customers to ensure that the goods or services offered are fulfilled in order to survive andcontinue to grow in the future. A business that addresses customers ' expectations and recognizesconsumer behaviour more accurately than the competition. (East et al. 2008)The report explores the essence of consumer behaviour, why and how consumer desires,motives, and goals affect consumer behaviour. The analysis and comparison of the purchasing andusing of a service with the purchase and use of a good would help this process. The purchase of anduse of the service offered by McDonalds is comparable to the acquisition of use by the soft drinkbusiness Coca-Cola. It is worth bearing in mind that Coca-Cola is partnering with McDonalds toprovide their fast food as well as soft drink products and services. Furthermore, this paper will givean insight onto the “Path to Purchase”, Research and Data of Consumer’s Decision-Making Processgenerally, as well as, what factors bring the influence on the decision-making process. (East et al.2008)2
Map of Path to PurchaseConsumer behaviour depends on the buying actions of customers, their collective purchase ofproducts and services. To order to affect the purchase process, the marketer will know how peopleview themselves and what images relate to them. (Smith 2019)It hasbeen much easier to market products to consumers in the past. A customer needed aproduct, got in their car, went to the store, maybe made small retail costs by visiting many stores,and then purchased the item. As we all know, though, things have changed and are changing at analarming rate. This certainly has shaken it off online and ecommerce. Apps and the Internet havemade it much easy to buy the brand and seller for the customer and at the same time much morecomplicated. The Path to Purchase applies to a range of mechanisms used or accessed by consumersto become a "purchase." All newsletters, software, search engines, manufacturers ' blogs, rewardsprograms, rating platforms and social media include all. Nonetheless, we should have to definitelyanswer the question of why before we can evaluate the customer's way of shopping. Should wetryto trace the direction of theconsumer? Although many factors are in play, among the mostsignificant reasons for making the most income is to provide the consumers with extremely relevantand personalized interactions along the whole path The further we recognize the consumer, forhowmuch they have bought, what they really want, what they may have missed etc, the further often wewould give them whatever they need and eventually turn them over and over as customers. (Smith2019)The Coca-Cola soft drink is a good product capable of meeting the demands of customers whenit is intrading. It is evident that the cola can/bottlewith the itslabelling is successful and themanufacturing process is completed once the drinkis made. (Isdell and Beasley 2011) On the otherside, McDonalds are capitalizing on fundamental needs including hunger and thirst. This is illustratedby their slogan "I'm lovin' it." The advertisement links up with the target market which reveals whatMcDonald's products and other feelings consumers like about the company that influences decision-making. Knowing the importance of different motives in market research will bring aboutimprovements in strategies and practices that can attract the attention of a customer. McDonaldshave few issues with customer satisfaction and brand relationships and achieve their goals by usingads. (Senker 2016)The following are the 5 steps a customer usually takes when it comes to an acquisition: need forrecognition, information searching, evaluation of alternatives purchasing conduct and post-purchaseconduct:Need Recognition - This is the first step in the process of Consumer Decision wherein the customerwill consider what the issue or need is and then what commodity or device will satisfy this need. It isoften known as the first and most important step, because buyers are usually not aware of aproblem or need until they start buying a product. Internalor external stimulus may cause a need.External stimuli apply to the consumer's perception, including appetite, exhaustion, etc. An oldmanmight for instance, feels alone, so that he chooses to buy a dog. External influences, includingcommercials or mouthpieces, involve external stimuli. A customer who has just relocated toMichigan, for instance, cannot understand that he needed a warm winter jacket before he gets aretail advertisement, that stimulates his desire. (Smith 2019)Information Search - Information search is a step in the process of customer choice who islookingfor information internallyor externally. The second of five steps throughout the Customer DecisionProcess is known to be the search for information. A customer who understands a particularproblem or need is likely to be motivated, internally or externally, to search for information. The3
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