Consumer Behaviour: Theories and Strategic Recommendations for McDonald's McOrganic Restaurant

1Running head: CONSUMER BEHAVIOUR
Consumer Behaviour
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2CONSUMER BEHAVIOUR
Question One – Taking a position
Introduction
Consumers are very normal human beings to get engaged in activities that are
related to the buying of any product or service does the psychology of the consumer
gets associated with issues of same kind as in psychology: emotion, memory,
cognition, judgement, group dynamics, and several others in the domain of
psychology. Consumer behaviour is referred to as the act of purchasing any specific
product or service. It is not the only behaviour of interest for consumer psychology.
Consumer psychology deals with different aspects of consumer buying decision.
However, in any particular examination one should make sure the focus remains
limited (Ajzen 1991). Nevertheless, it becomes useful if there is a distinction
maintained between behaviours that are focusing on any single option and the
behaviours that are involving a choice between two or more alternatives.
Discussion
A.
Years and years of emotion research have managed to demonstrate the special
kind of influences of different types of emotions on consumer behaviours. Multiple
effects of emotion makes it harder for understanding the role played by emotions in
consumer behaviour. Purchasing decision is head-on with the consumer with a lot of
potential hurdles about them, the most important perhaps is structuring the problem
that takes place before making any decisions; like becoming aware of the
requirement, or of the availability of any product or service, along with collection of
information regarding the alternatives for identification of possible future situations,
or any other situations that might be relevant to the causes and decision, and along
with that considering any potential outcome that is dependent on the decision (Ajzen
2011). After the problem is structured the consumer requires processing the collected
information using any preferred course of action and implementing the decision at any
proper opportunity. In the end, the consumers can make use of the feedback that is
resulting from any purchase for re-evaluating the decision, maybe for reversing it by

3CONSUMER BEHAVIOUR
means of returning any bought products to the store. This kind of information can
prove to be important in case of future buying decisions.
An intention of adopting any particular course of action logically comes before
the actual performance of that specific behaviour. Remaining constant with this kind
of reasoning social psychologists have a tendency of viewing intentions as a mediator
between attitudes and actions (Ajzen and Fishbein 1977). Researches that rely on the
revealed preferences for inferring decision making processes generally confront the
participants with different unreal choices among-st products or services that have
been defined in terms of any specific set of attributes dimensions. Hence very little
amount of information can be gained about the specific that actually help in guiding
the consumers behaviour. The most popular models in understanding the consumer
decision making are the theory of reasoned action and its successor, the theory of
planned behaviour (TPB). As per the theory of planned behaviour, intentions
regarding performing in particular behaviour get influenced by three main factors: one
favourable or unfavourable assessment of the behaviour, discerned social pressure for
performing or not performing that behaviour, and the self-efficiency related to that
behaviour. This theory is mainly focused on the particular consumer behaviour that is
of interest. The goal of this theory is providing a comprehensive framework for the
understanding of the determinants of consumer behaviour (Ajzen 1991).
The theory of planned behaviour actually proposes a framework regarding the
way human actions get guided so that it could be put to use for predicting the
occurrence of any specific kind of behaviour by the linking of four different
components. These four components are: attitudes toward behaviour, subjective
norms, intention, and perceived behavioral control (Ahmad et al. 2014). Different
meta-analyses of existential literature has managed to provide evidence that shows
that consumer intentions is possible to be predicted with a fair amount of accuracy
from measuring of attitudes towards the behaviour, perceived behavioral control and
subjective norms. Hence it can be understood that human attitudes their perceptions of
behavioral control and their subjective norms follow reasonably and spontaneously
the beliefs of people, all the while producing a corresponding behavioral intention
which can in the end result in behaviour that remains constant with the whole tenor of
the belief. With a fair amount of repetition, behaviour can become a routine and hence