MBA404 Consumer Behaviour: Factors Influencing McDonald's Purchases

This report presents the findings of a consumer behavior survey conducted to understand the factors influencing consumer purchasing decisions of McDonald's fast food in Australia. The survey, administered using Survey Monkey, involved 15 respondents from diverse backgrounds, including international participants. The analysis explores how dynamic business environments, cultural trends, social factors, occupation, age, and lifestyle choices impact consumer behavior. Key findings highlight the influence of culture, social groups, and personal factors such as age and occupation on fast food consumption. The study also examines how McDonald's adapts to local cultural preferences and caters to diverse consumer segments, including families, working professionals, and students. The report provides a comprehensive overview of consumer perceptions, brand influences, and the role of marketing psychology in driving consumer behavior within the fast-food industry. The report highlights the importance of understanding consumer behavior to cater to a diverse set of customers.

Running head: CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Name of the Student
Name of the University
Author Note

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Executive Summary
Consumer purchase of branded products is influenced by a variety of different factors, be it
lifestyle choices, age and occupation, culture and social factors among others, in each and
every part of the globe. This assignment carries out a survey to determine exactly how such
factors have a role to play in influence consumer purchase of McDonald’s fast food in
Australia. The survey has been developed using the Survey Monkey tool online and involved
15 respondents, with some of them hailing from international destinations like India and
Kuala Lumpur. The survey results were analyzed and summarized in detail after being taken.

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Table of Contents
1. Purpose of the Survey.........................................................................................................3
2. Development of a Survey – Instrument Administration Process........................................3
3. Data Analysis and Key Findings........................................................................................4
3.1. Dynamic Business Environment and Cultural Trends plays a Role in Influencing
Consumer Purchase of McDonald Burgers............................................................................4
3.2. Social Factors have a role to play in Influencing Consumer purchase of McDonalds
Fast Food................................................................................................................................5
3.3. Occupation and Age play a crucial role in influencing Consumer Purchase of Fast
Food 6
3.4. McDonalds fast food Purchase is influenced by Lifestyle Choices................................8
3.5. Core Beliefs in Preferred Brands has an influence on Consumer Purchase of
McDonalds Fast Food............................................................................................................8
Appendix..................................................................................................................................11

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1. Purpose of the Survey
The purpose of the survey undertaken is to arrive at an understanding of the key
factors that influence the decisions of consumers when it comes to the purchase of branded
fast food products such as the burgers, shakes, fries and other fast food that is sold by the
McDonald Company. McDonald is one of the leading fast food brands in the whole world
and this survey has been conducted to see what it is about the brand that motivates consumers
to go ahead and make a purchase of it. In other words, customer perceptions about the
McDonald brand and factors that come into play with regard to the purchase of McDonald’s
fast food by consumers is what has been surveyed in this assignment.
2. Development of a Survey – Instrument Administration Process
The survey for the assignment has been developed using an instrument known as
Survey Monkey. This is a renowned survey generating tool that is readily accessible online
and which can be used for developing accurate surveys. As many as fifteen respondents were
chosen for participating in the survey across both genders, and different age groups.

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3. Data Analysis and Key Findings
3.1. Dynamic Business Environment and Cultural Trends plays a Role in
Influencing Consumer Purchase of McDonald Burgers
On the basis of the collected data from the survey, it has been identified that
consumers’ behaviour when it comes to McDonald’s fast food is something that can
be affected or influenced be several factors. What consumers to select a particular a
brand or product in relation to others is always a question which is often analysed
and studied by the marketers in today’s dynamic market environment.Findings of the
study helps to observe the fact that consumers need not just be a person, consumer
can also be an organization or someone who could buy either goods or services or
the brand could specify the goods and services as economic service or products.
Responses of one of the survey questions help to state the fact that culture plays a
great role in determining consumer behaviour and it is sub-divided culture, sub-
culture and social class. As put forward by Cantallops and Salvi (2014), culture is
more of complex belief of human behaviour and it could include the human society,
duties sand roles that society play as well as behaviour of the society, its values and
tradition. This means that culture needs to be examined and investigated as the
most significant factor that influence consumer behaviour. A large percentage of the
respondents agreed to the fact that culture is a significant element in consumer
behaviour.
This means a customer when buying a product or making buying decision
often get influenced by cultural trends. For example, whenever a religious event
appears, all individuals in the society takes the decision or they felt the need of
buying ethnic clothe item. On the other side, survey responses also imply the fact

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that some individuals who remain in a group and share the same values, traditions
andcustomers often take similar decisions when buying a product item or making a
purchase decision. This is often defined as the nation, religion and groups of people
who probably remain in the same geographical locations. When it comes to the
Mcdonald’s burger and other fast food products the role that this played by culture is
more than just evident. Most of the consumers of McDonald’s fast food are people
who belong to a westernized cultural background. They hail from the west and are
therefore familiar with the type of fast food that is offered by the company and are
therefore able to relate to such food and engage in its ready purchase. However the
globalization of the McDonald’s fast food chain and the fact that it now runs
operations in several parts of the globe like the Southern Asian and Southeast Asian
countries implies that the fast food chain has been able to cater to local cultural
standards and requirements in order to reach out to its target customer base in such
destinations. For instance, eating vegetarian food forms an important part of the
culture of many communities living in the country of India. For this purpose,
McDonalds in India offers burgers and sandwiches that are entirely vegetarian in
character and which have been to a great extent Indianised in order for these to
appeal to Indian culture, a good example in this respect being the Aloo Tikki burger
offered at McDonalds fast food chains in New Delhi, Kolkata and Bangalore
(McDonalds 2019).
3.2. Social Factors have a role to play in Influencing Consumer purchase of
McDonalds Fast Food
On the other side, when it comes to understanding and analysing the
consumer behaviour, role of social factors should never go unnoticed. Survey
responses state the fact that consumers or the individuals often have the tendency of

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purchasing product on the basis of friend’s review and suggestion. Joshi and
Rahman (2015) also mentioned that references groups certainly have a great
potential of influencing consumer behaviour but it could vary across the products and
brands. Almost 20% of the respondents have stated the fact they often consider
family’s view and opinion when it comes to buying a product. This data fact is often
similar to findings of a study perfumed by Font-i-Furnols and Guerrero (2014), in
which authors state the fact that behaviour of a consumer is not just influenced by
their motivation and personalities but also the family member. Thus, it can be added
that people who belong to different organizations, groups or club members, families
tend to play a major role as well as hold a status to maintain.Such roles and status
have to maintain as well as influenceconsumerbehaviour as they decide to make
expenditure accordingly. Owing to the fact that a fast food company like McDonald’s
is able to come up with burgers and sandwiches that cater to people of different ages
and which are in keeping with the cultural food habits of all the international
destinations in which it runs its operations, it is often a favourite hangout destination
for families rather than for individual people. The sight of families enjoying food at
McDonalds food chains in different parts of the world, be it Australia, Canada or
India, is highly common. Families enjoy the food that is offered by the McDonald’s
food chain, given that such foods are rarely known to be spicy or distasteful and
which cater to the taste buds of adults and children alike (McDonalds 2019).
3.3. Occupation and Age play a crucial role in influencing Consumer
Purchase of Fast Food
The collection of survey data also helps to observe the fact that personal
factors have a great role and stake in consumer behaviour. Survey indicates the fact
that individuals belonging to the age group 18 to 35 have the high tendency of

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making a similar choice when it comes to buying a product. For example, it can be
added that almost all individuals belonging to the stated age group often prefer to
buy grooming items. Fernandez-Feijoo, Romero and Ruiz (2014) also mentioned
the fact that age of an individual and his life cycle stage are two major sub factors
under the personal factors. With the age and life cycle, customers tend to purchase
options as well as intention of purchase could change and so the decision of buying
products. For example, an individual belonging to age group 40-50 years are unlikely
to buy beauty kits for grooming. On the other side, survey also helps to state the fact
that occupation plays a great role in consume buying behaviour. Survey data implies
that respondents with the average monthly income $10000 to $20000 hold a high
tendency of shopping on a frequent basis. Thus, brands often have to produce
separate products for different occupational groups. Likewise, financial and
economic situation is another factor that can related to consumer buying behaviour.
This means that habit of shopping or purchasing products item depend on the overall
earning of the consumers. Both occupation and age can be seen to come into play
when it comes to purchasing McDonalds food products. McDonald’s is not only a
huge favourite among large and small sized families as discussed earlier but also for
working professionals and school and college students who like to go and spend
their time with their friends and associates at McDonald’s outlets, chatting over
delicious fast food in a carefree and relaxing ambience. Large numbers of customers
who are in their teens and in their early youth are seen to flock to McDonalds on a
regular basis because they all like the casual ambience offered at the various outlets
of this fast food chain over and above the fact that fast foods like burgers and fries
as offered by McDonalds go down very well with the youth of any country. Visiting a
McDonalds fast food store is especially convenient for working professionals

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returning home late or who work late in the office, who can simply order takeaway
and dig into these meals without having to worry to cook their meals when they get
back home or without having to go hungry in the office when working late nights
(McDonalds 2019).
3.4. McDonalds fast food Purchase is influenced by Lifestyle Choices
It is certain that life style often reflect the choice and preferences of
consumers. For example an individual living in Tier I cities are culturally developed
and progressed, thereby, individuals in such regions often buy high quality products
and all trendy items (Zhang and Benyoucef2016). Thus, it can be added that
different life style can affect the purchase pattern of consumers. So, it is considered
from the perspectives of personality of the individuals, it can be added that the each
individual is different and it tends to have different as well as distinct personalities
and such distinct personality can often affect the buying decisions. Life style is
definitely seen to have an important role to play when it comes to consumer
decisions to influence fast food at McDonalds. This is a fast food destination that is
seen to cater to people with a busy lifestyle in each and every part of the world. As
discussed above, people who lead busy working lives and who have little time to
return home and perform domestic duties like cooking their own food prefer
consuming the food that McDonalds has to offer, as it is well packaged, inexpensive
and easy to heat among other things (McDonalds 2019).
3.5. Core Beliefs in Preferred Brands has an influence on Consumer
Purchase of McDonalds Fast Food
Likewise, the survey responses attitude and belief implies the fact that
individuals who developed a core belief on their preferred brands due to past events

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often get influenced and they eventually end up buying the brand. It is learnt that
attitude is consumers’ favourable and unfavourable emotional condition or feeling
and belief of people are the beliefs that individuals assume products to be the way
expect. Thus, it can be mentioned that both attitude and belief tare two most
important factors that can be considered when developing a consumer behaviour
theory. On the basis of the survey responses, it has been learnt that perception is
another significant factor in consumer decision-making. Almost 30% of the
respondents have mentioned the fact that perception is one such factor often
considered when making a purchase decision. Hsiao, Chang and Tang (2016)
mentioned the fact that perception is sensing the world as well as situation and then
the action of taking decision comes accordingly. This is true that every individual
tends to look at the world and the situation in a different way. Core beliefs certainly
influence consumer decisions to purchase McDonalds fast food. This is a brand of
fast food that has been in operation for quite some time now and which caters to not
only people who are in their youth but also people who are in their middle age and in
their twilight years. Many customers are seen to patronize McDonald’s products
because they have been dining at and ordering food from this fast food destination
for so long, and do not want to try out fast food offered by related companies
(McDonalds 2019).

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References
Cantallops, A.S. and Salvi, F., 2014. New consumer behavior: A review of research on
eWOM and hotels. International Journal of Hospitality Management, 36, pp.41-51.
Fernandez-Feijoo, B., Romero, S. and Ruiz, S., 2014. Commitment to corporate social
responsibility measured through global reporting initiative reporting: Factors affecting the
behavior of companies. Journal of Cleaner Production, 81, pp.244-254.
Font-i-Furnols, M. and Guerrero, L., 2014. Consumer preference, behavior and perception
about meat and meat products: An overview. Meat science, 98(3), pp.361-371.
Hsiao, C.H., Chang, J.J. and Tang, K.Y., 2016. Exploring the influential factors in
continuance usage of mobile social Apps: Satisfaction, habit, and customer value
perspectives. Telematics and Informatics, 33(2), pp.342-355.
Joshi, Y. and Rahman, Z., 2015. Factors affecting green purchase behaviour and future
research directions. International Strategic management review, 3(1-2), pp.128-143.
McDonald's ::. (2019). Retrieved from https://www.mcdonaldsindia.com/home.html

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Zhang, K.Z. and Benyoucef, M., 2016. Consumer behavior in social commerce: A literature
review. Decision Support Systems, 86, pp.95-108.

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Appendix
Questionnaire
1. Which of the following do you consider when purchasing McDonalds Food?
 Family recommendation
 Friend or groups’ recommendation
 Advertisement on social media
 None of the above
2. Did you ever buy a similar McDonalds burger after watching your friend buying
one?
 Yes
 No
3. Which of the following medium do you choose when buying McDonalds Food?
 Online channel
 Shopping mall
 Outlets
4. Did you ever buy McDonalds food after watching ads on social media?
 Yes
 No
 I don’t know
5. How often do you buy McDonalds burgers and fries online?
 Once in a week
 Once in 15 days
 Once in 30 days

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6. When collecting information about McDonalds fast food which of the following
do you rely on?
 Internet search
 Feedback from social media channels
 Friends’ recommendation
7. Do you use own self-perception when buying McDonalds Fast Food?
 Yes
 No
8. Which of the following elements attracts you to choose McDonalds food?
 Price
 Offers and deals
 Discounts
 Quality of products
9. What is your monthly income? Please choose from the following?
 $2000-$3000
 $4000-$6000
 Above $7000
10. Please specify your gender
 Male
 Female

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