An In-depth Marketing Report: Consumer Buying Behavior of Fast Foods

This report analyzes consumer buying behavior in the fast food industry, focusing on brands like McDonald's and the impact of marketing strategies. It explores the increasing consumption of fast food, driven by factors like convenience and taste, and the associated health concerns such as obesity. The report examines the current marketing communication mix, including print media, social media, cost leadership, and merchandising, and evaluates its effectiveness. Strategic recommendations are provided, such as service differentiation and customer touch points, to enhance marketing efforts and adapt to changing consumer preferences. The report emphasizes the importance of understanding consumer needs and leveraging various marketing channels to drive sales and brand loyalty. The report also discusses the role of social media, celebrity endorsements, and sponsorships in influencing consumer decisions and expanding the reach of fast-food brands.

Running head: MARKETING
Consumer buying behaviour of fast foods
Name of the student:
Name of the university:
Author note:

1
MARKETING
Executive summary
Brands like McDonalds have added to the trends of fast foods, aggravating the complexities
like obesity and other health issues. However, mention can be made of the schemes like
gluten free foods and organic ingredients have assisted the customers to gorge on to their
favourite snack items like sandwiches, hamburgers and others. Cost leadership marketing
strategies have assisted McDonalds to attract more customers towards the brand image.
Social media marketing have ignited a spark in the business of McDonalds, adversely
affecting the purchasing decisions and power of the clients and customers. This process is
assistance in terms of detecting the particular trends and patterns in the purchases.

2
MARKETING
Table of contents
Introduction................................................................................................................................3
Overview of the product/services...............................................................................................3
Current marketing communication mix.....................................................................................4
Evaluation of the marketing communication mix......................................................................6
Strategic recommendations and conclusion...............................................................................8
References................................................................................................................................10

3
MARKETING
Introduction
Marketing is an art, where the sellers intend to achieve the satisfaction of the buyers
through selling the products and services. Innovation is one of an important aspect in the
transactions, which results in increasing of the customer rates towards the brand image.
Fairness in the transactions result in the achievement of trust, loyalty and dependence from
the clients and customers. Feedbacks act as an agent in terms of imbibing noticeable changes
in the quality of the products and services. The aspects of feedbacks helps the marketers to
gain an insight into the approaches of the customers towards purchases. This assignment
takes the example of fast food services and the communication undertaken for increasing the
trafficking of the audience towards the brand image.
Overview of the product/services
As per the revelations of NCBI, the consumption of fast food has largely increased.
This is in response to the fast paced life, which represents the lack of time and ease towards
consuming healthy foods. After much hard work, individuals intend to consume readymade
foods. Slowly and gradually, the habit increases, which increases the risk of obesity. As per
the survey results, 72.4% at least consume one type of fast food, which includes sandwich,
pizza, fried chicken and others (Ncbi.nlm.nih.gov 2020). The scientists and physicians are
concerned about the issue, the alarming situation is created through the report, which states
that the obesity prevalence for these fast foods, including BMI and WHR is 21.3%
(Ncbi.nlm.nih.gov 2020).
Delving deeper into the issue, fast food consumption in the adolescents have
increased five times as compared to the adults. This is such an alarming issue, which has
simultaneously increased the health problems like that of obesity, which has adversely
affected their studies, rather development. On the contrary, Schütte and Ciarlante (2016) is of
the view that trends like convenience, taste, reasonable costs, menu choices, flavour are some

4
MARKETING
of the factors, which has increased the preference of fast foods. It is striking to note that 30%
of the children are indulged in the fast food consumption, which increases to 50% in case of
the college students. In this context, East et al. (2016) is of the view that the type of fast food
consumption differs from person to person. Some of the students consume fast food daily,
while other consume it occasionally. This consumption is based on the need, which is
influenced by the income and lifestyle of the individuals.
In the modern business context, fast food consumption has been perceived as a
“convenience factor”, where the individuals prefer self-service. Changes in the family meal
structures and patterns have resulted in the increased women employees in the workplaces.
Long working hours have brought significant changes in the meal times, consumption and
patterns. Simultaneously, the marketing patterns and trends have also changed (Szmigin and
Piacentini 2018)
Current marketing communication mix
Communication is one of an important aspect, which enhances the stability in the
relationship between the marketers and buyers. Using effective communication channels like
social media proves beneficial for the companies in terms of expanding the customer rates.
Example can be taken of McDonalds, which print media is used for enhancing the brand
awareness regarding the trends to be embraced for upgrading the standards and quality of the
food items (Mcdonalds.com 2020). Mention can be made of the television advertisements
regarding the launch of fusion hamburgers and sandwiches. Producing gluten free foods is
one of aspects, which provides McDonalds the opportunities to enjoy higher competitive
advantage as compared to Burger King, Starbucks and others.
In the social networking sites, the process of preparing the dishes are aired, so that the
customers can be well informed about the separate storage and preparation of the vegetarian
and non-vegetarian dishes. Variation in the products and its advertising is a means for

5
MARKETING
influencing the purchasing decisions and power of the customers. Incorporation of cost
leadership strategies in the production and campaigning process seems to be an effective
option for achieving higher customer satisfaction (Nguyen et al. 2018). Tactfulness is crucial
in this context in terms of accumulating greater profit margin. Advertisements in restaurants,
kiosks, mobile apps is a means for expanding the scope and arena of the supply chain
network. All of these sources make a valuable contribution in increasing the sales revenue
Kiosks cater to the concerns and queries of the customers regarding the purchases. This is one
of the direct forms of marketing, which enhance the stability in the relationship with the
clients and customers. Mobile applications serves the need of online orders, enhancing the
convenience and ease of the customers. In this context, Sethna and Blythe (2016) are of the
view that communicating the information related to the special deals, restaurant locations,
placing the orders and payment modes helps McDonalds to ensure the wellbeing of the
customers.
In the earlier stages, sources of radio and television were used a part of the promotion
tactics. However, increased preference of the digital media have compelled McDonalds to
incorporate social media in the marketing processes. Channels like Facebook, twitter and
Instagram have acted assistance for the personnel to inform the customers about the special
discounts, offers and schemes on the purchases. Contests on these social media helps the
personnel to gain an insight into the approaches of the customers towards the levied fusion
sandwiches and gluten free hamburgers. Regularly tracking the feedbacks of the customers
helps in inculcating noticeable changes in the standards of the production process and quality
of the items (Ladsawut and Nunkoo 2017).
Sponsorships are an important component of the communication marketing mix,
which McDonalds adopts for expanding the supply chain network. Celebrity endorsements
are used for enhancing the brand loyalty and inspiring the customers to experiment with the

6
MARKETING
latest innovations in the sandwiches and hamburgers. Examples can be taken of fairs,
exhibitions, where sponsoring helps in increasing the sales revenue and profit margin.
Positive word of mouth advertisements expands the scope and arena of the viral marketing
for McDonalds. In this process, the sources of emails and bulletins are used for improvising
on the public relations. Merchandising is also one of the other forms of direct marketing,
which McDonalds adopt for commercialization of the products. In this context, Reisch and
Zhao (2017) highlights that certain aspects are sustained for catering to the wellbeing of the
customers instead of achieving higher profits. Variations in the retail chains through display
is considered as one of the other means for attracting the customers. However, Smith (2019)
is of the view that placing the fresh products on the lower racks is beneficial in terms of
luring the customers towards the newly launched items.
Evaluation of the marketing communication mix
Communication mix mainly involves promotion and merchandising. Lim et al. (2016)
states that merchandising is one of the forms of promotion in addition to the social media
marketing. Zimmermann et al. (2016) highlights that the basic forms of communication mix
are personal selling, public relations, direct marketing, sales promotion and advertising.
Advertising is considered to be a nonpaid process for promoting the ideas of business
venture. On the contrary, Caruana, Carrington and Chatzidakis (2016) is of the view that
legislations like copyrights are essential for the companies like McDonalds in terms of
advertising and promoting the business ideas to the clients and customers in a fair manner.
Brochures related to the recently launched sandwiches and hamburgers is a form of direct
marketing for addressing to the specific concerns and worries of the clients and customers.
Upon receiving the news of this launch, word of mouth advertising is conducted by the
customers, which expands the customer rates. Boccia, Covino and Sarnacchiaro (2018) is of

7
MARKETING
the view that this word of mouth advertising is the basis for undertaking the decisions
regarding experimenting with the launched items.
Sales promotion is conducted through the means of social media marketing, which
increases the trafficking of the audience towards the brand image, Papista et al. (2018) states
that after the sales promotion, the decision making process of the customers initiate with the
process of information search regarding the adopted trends and comparing it with the
marketing strategies of the competitors like that of Burger King, Starbucks and others.
Taking a cue from these aspects, Dootson et al. (2017) states that this approach makes a
consumer rational and productive for the brand, contributing in adding innovation into the
products and services. Building good image is the primary goal of the brands, which attains
value when the customers attempt to spread positive reviews. In this process, consciousness
towards maintaining the culture is productive in terms of retaining the prospective customers,
who can contribute in increasing the sales revenue and profit margin.
Sponsorship is a means of hiring prospective clients, who can contribute in enhancing
the sales revenue and profit margin. In the events, sponsorships help in achieving financial
flexibility, which is productive in terms of introducing special items for the customers.
Celebrity endorsements are conducted with the prior approval and consent, which reflects the
ethical considerations needed for standardizing the production process (Smith 2019). In the
process of promoting the launch of gluten free sandwiches and hamburger, agencies are hired
for gaining an insight into the latest version of the regulations, which helps in averting the
illegal instances. Evaluations are conducted for assessing the effectiveness of strategies in
terms of achieving customer satisfaction.
Merchandising is the form, which is best suited for enhancing the scope and arena of
the direct marketing. The display of products in the stores is a means for attracting the clients

8
MARKETING
and customers. Placement of the products is a planned and reasoned action in terms of
achieving the attention of premium clients. Sethna and Blythe, (2016) is of the view that
stores are the means, which is a typical exemplar for the transactions. This is because the
marketers can view the expression of the customers upon purchases, which is missing in case
of the online shopping. In this context, Szmigin and Piacentini (2018) is of the view that
packaging, appearance of the items influences the purchasing decision and power of the
clients and customers. Location of the stores also plays an important factor in terms of luring
the customers. This is in terms of catering to the ease of the customers in terms of brand
preference, which leads to the enhancement of the brand awareness. Shifting the location
upon the preference of the customers is a rational and planned approach in terms of
expanding the customer rates.
Strategic recommendations and conclusion
Service differentiation strategy can be considered for diversifying the products. This
approach would be effective for penetrating into the threshold of foreign markets. Superior
services to the premium clients would add relevancy and authenticity to the operations.
However, Schütte and Ciarlante, (2016) is of the view that need analysis important in terms
of serving the clients according to their requirements. Customer touch points are effective for
delivering the orders in the right place. Therefore, GPS can be installed in the mobile
applications, which would help the customers to track the orders once their orders have been
received. Customer service training can be provided to the staffs, so that the customers are
properly served according to their requirements. Therefore, more investments are needed in
the training and services for upgrading the preconceived skills, knowledge and expertise
regarding serving the customers effectively.
Digital medias need to be incorporated for promoting the newly launched fusion
sandwiches and hamburgers. However, Nguyen, de Leeuw and Dullaert, (2018) is of the view

9
MARKETING
that installing privacy cookies and policies in the accounts of the customers can be effective
in terms of maintaining the privacy in the personal information shared by the clients and
customers. Schemes like food on delivery and home delivery can be introduces for enhancing
the ease of the customers. This can be done through the means of geographical segmentation.
Evaluation of the strategies is needed in terms of detecting the areas, in which modifications
are needed for upgrading the standards and quality of the foods. Consistent evaluation is
effective for upgrading the standards of the food production.

10
MARKETING
References
Boccia, F., Covino, D. and Sarnacchiaro, P., 2018. Genetically modified food versus
knowledge and fear: A Noumenic approach for consumer behaviour. Food research
international, 111, pp.682-688.
Caruana, R., Carrington, M.J. and Chatzidakis, A., 2016. “Beyond the attitude-behaviour gap:
Novel perspectives in consumer ethics”: Introduction to the thematic symposium. Journal of
Business Ethics, 136(2), pp.215-218.
Dootson, P., Lings, I., Beatson, A. and Johnston, K.A., 2017. Deterring deviant consumer
behaviour: When ‘it’s wrong, don’t do it’doesn’t work. Journal of Marketing
Management, 33(15-16), pp.1355-1383.
East, R., Singh, J., Wright, M. and Vanhuele, M., 2016. Consumer behaviour: Applications
in marketing. Sage.
Ladsawut, J. and Nunkoo, R., 2017. Developing a consumer loyalty model. In The Routledge
Handbook of Consumer Behaviour in Hospitality and Tourism (pp. 277-285). Routledge.
Lim, K.L., Soutar, G.N. and Lee, J.A., 2016. Factors affecting investment intentions: A
consumer behaviour perspective. In Financial Literacy and the Limits of Financial Decision-
Making (pp. 201-223). Palgrave Macmillan, Cham.
Mcdonalds.com 2020. About us. Available at: https://www.mcdonalds.com/us/en-us.html
[Accessed on 17th Feb 2020]
Ncbi.nlm.nih.gov 2020. About us. Available at: https://www.ncbi.nlm.nih.gov/ [Accessed on
17th Feb 2020]

11
MARKETING
Nguyen, D.H., de Leeuw, S. and Dullaert, W.E., 2018. Consumer behaviour and order
fulfilment in online retailing: a systematic review. International Journal of Management
Reviews, 20(2), pp.255-276.
Papista, E., Chrysochou, P., Krystallis, A. and Dimitriadis, S., 2018. Types of value and cost
in consumer–green brands relationship and loyalty behaviour. Journal of Consumer
Behaviour, 17(1), pp.e101-e113.
Reisch, L.A. and Zhao, M., 2017. Behavioural economics, consumer behaviour and consumer
policy: state of the art. Behavioural Public Policy, 1(2), pp.190-206.
Schütte, H. and Ciarlante, D., 2016. Consumer behaviour in Asia. Springer.
Sethna, Z. and Blythe, J., 2016. Consumer behaviour. Sage.
Smith, A., 2019. Consumer Behaviour and Analytics. Routledge.
Szmigin, I. and Piacentini, M., 2018. Consumer behaviour. Oxford University Press.
Zimmermann, K.L., Verain, M.C.D., Bogaardt, M.J., Geelen, A., Finglas, P., Raats, M.,
Mikkelsen, B.E. and Poppe, K.J., 2016. Linked Data Sharing to Foster Consumer Based
Science Enabled by Richfields: A Research Infrastructure on Consumer Health and Food.
In Proceedings of Measuring Behavior 2016.