MPK713 - Consumer Behavior Theories: Strategic Recommendations

This report delves into consumer behavior theories, focusing on the theory of planned behavior and its relation to diffusion of innovation, and applies these theories to develop strategic recommendations for McDonald's. It examines the classical conditioning theory, emphasizing repetition, stimulus generalization, and discrimination, and the consumer involvement theory, which considers time, energy, and emotions influencing consumer decisions. The report provides insights into understanding consumer attitudes, norms, and behaviors, and suggests strategies for marketing campaigns and product positioning, offering a comprehensive analysis of consumer behavior and its practical applications in marketing.