McDonald's: Analyzing Customer Buying Behavior Report

This report provides an analysis of customer buying behavior at McDonald's. It begins with an introduction, followed by a clear outline of aims and objectives. A literature review explores the existing research on consumer behavior and buying patterns. The report then presents data analysis, including the use of surveys to understand customer preferences and choices regarding McDonald's products. Based on the analysis, the report offers specific recommendations for McDonald's to enhance customer satisfaction and loyalty. These recommendations emphasize the importance of understanding customer expectations and engaging with customers to build stronger relationships. The conclusion summarizes the key findings and reinforces the impact of factors like income, lifestyle, and food quality on customer behavior. Finally, the report includes a list of cited references. This report is a valuable resource for students studying marketing and consumer behavior, providing a real-world example of how to analyze customer data and develop actionable strategies.

Managing a
Successful Business
Project
(P5)

Content
 Introduction
 Aims and Objectives
 Literature Review
 Data analysis and its findings
 Recommendations
 Conclusion
 References

Aim and Objectives of the Research
Aim:
To identify factors that influence buying behaviour of consumers: A study on
McDonalds
Objectives:
To understand conceptual framework and theories of consumer buying
behaviour
To determine several factors that contributes to buying behaviour of
customer in McDonald’s
To identify relationship between buying behaviour of person and
performance of company
To suggest ways to make the customer positive and loyal towards
McDonald’s

Theme 1: Customers eat McDonald's products
14
6
a) Yes
b) No

Theme 2: Customers buy McDonald's products once
a week.
7
5
4
4
a) Once a week
b) Once every two weeks
c) More than once a week
d) More than two weeks

Theme 3: Customers are like to buy same meal from
Mcdonald's.
15
5
a) Yes
b) No

Theme 4: Customers are mostly prefer to buy fries
from the McDonald's.
8
6
4
2
a) Fries
b) Hamburger
c) Big Mac
d) Chicken Burger

Recommendations
Identify customer expectations – For analysing the customer
behaviour, it is essential for McDonald's to identify their needs and
level of expectancy. This would help in making effective changes
for satisfying demand of customers.
Engage prospects – By increasing conversation with customers and
make effective relationship with them, respective company can gain
opportunities to increase customer expectation and engage targeted
audience with business for longer period as well.

Conclusion
It has been concluded from this research that there are various factors
present that affect buying behaviour of customers. It includes
income distribution, lifestyles choice, occupation, culture and more.
In this regard, to fulfil basis desires like food they highly concern on
quality of food items, availability of range of products, delivering
services, price and more, before buying.

References
Osei, B. A. and Abenyin, A. N., 2016. Applying the Engell–Kollat–
Blackwell model in understanding international tourists’ use of social
media for travel decision to Ghana. Information Technology &
Tourism. 16(3). pp.265-284.
East, R. and et.al., 2016. Consumer behaviour: Applications in marketing.
Sage.
Szmigin, I. and Piacentini, M., 2018. Consumer behaviour. Oxford
University Press.

Thank You