Marketing Research on Mc Donald's | Project Report

Running head: MARKETING RESEARCH ON MCDONALDS
MARKETING RESEARCH ON MCDONALDS
Name of the Student:
Name of the University:
Author Note:

MARKETING RESEARCH ON MCDONALDS1
Executive Summary:
The paper highlights the consumer behaviour of the fast food company McDonalds all around
the world through focusing on the target audience that this company aims for. It is revealed that
due to a rise in the health awareness in the mind of the people through various medium
especially the social media, they are shifting away from consuming fast foods and looking for a
healthy alternative that is served quick as well as is healthy. McDonalds can introduce such
range of healthy products to regain their target audience and the expected outcomes will be
beneficial for the sustainability of the organization.

MARKETING RESEARCH ON MCDONALDS2
Table of Contents
1. Introduction:................................................................................................................................3
1.1. Introduction:.........................................................................................................................3
1.2. Background of the Study:.....................................................................................................3
1.3. Problem Statement:...............................................................................................................3
1.4. Research Aims and Objectives:............................................................................................3
1.5. Research Questions:..............................................................................................................4
2. Literature Review:.......................................................................................................................4
2.1. Target Audience:..................................................................................................................4
2.2. Population/Clients:...............................................................................................................5
2.3. Stakeholders:.........................................................................................................................7
3. Research Methodology:...............................................................................................................8
3.1. Data Collection Method:.......................................................................................................8
3.2. Data Analysis Method:.........................................................................................................8
3.3. Sample Size:.........................................................................................................................8
3.4. Ethical Issues:.......................................................................................................................9
3.5. Research Limitations:...........................................................................................................9
4. Expected Outcomes:....................................................................................................................9
5. References:................................................................................................................................11

MARKETING RESEARCH ON MCDONALDS3
1. Introduction:
1.1. Introduction:
McDonalds is a fast food company that was founded in the year 1940 in America and
gained such popularity with the passage of time that it expanded its business all across the world
(Funk, Alexandris and McDonald 2016). Each day around 68 million of customers are served
across 120 countries in McDonalds; their fast foods are very popular among the youth and the
children; however, with the growing consciousness about health in the minds of the people, the
company is facing losses.
1.2. Background of the Study:
The behaviour of the Consumer is of extreme importance in the marketing industry as the
buying decision is made by consumers on a daily basis (De Mooij 2019). McDonalds have
always analysed and understood all the aspects of the behaviour of consumer and made their
business successful at a global platform (Sylvetsky et al. 2013). However, the recent days are
showing extreme consciousness among the teens and the people about their health and thus they
are refusing to consume fast foods to avoid obesity.
1.3. Problem Statement:
The consumer behaviour has undergone several changes and McDonalds has to innovate
in accordance to these changes; however, McDonalds is a fast food company and the recent
aversion towards fast foods in the people is making it difficult for McDonalds to compete in the
market.
1.4. Research Aims and Objectives:
 To identify the reason behind the change in the consumer behaviour of McDonalds.