Research Report: Analyzing Consumer Behavior at McDonald's

This report examines consumer buying behavior, focusing on a case study of McDonald's. The study aims to understand the factors influencing consumer decisions, including cultural, social, and lifestyle factors. The research utilizes a qualitative approach, employing primary data collection to analyze customer buying patterns. The objective is to identify the relationship between consumer behavior and company performance, ultimately suggesting strategies to enhance customer loyalty. The report includes a review of relevant literature and outlines the research methodology, emphasizing the use of primary data to gain insights into consumer behavior. The goal is to provide a comprehensive understanding of consumer behavior within the context of McDonald's, with the aim of informing marketing strategies and improving customer satisfaction.

RESEARCH PROJECT

 In the modern competitive environment it is very
important for companies to understand behaviour of
consumers before programming marketing activities.
Consumer behaviour can be defined as actual perception
of buyers towards particular products and services.
 Firms have to ensure reaction of customers towards
particular goods and services so that they can offer
satisfactory services to them and can make them positive
towards the brand. Culture, social class, family, status,
age, life style etc. are so many factors that impact on
overall behaviour of customers to great extent.
Introduction

Aim
 To identify factors that influence buying behaviour of consumers: A study on
McDonalds
Objective
 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
Aim and Objective

 In the present study on understanding consumer buying behaviour and
factors that influence their buying decision scholar will take support of
qualitative research, this will help in gaining insight detail related to
buying behaviour of customer and identifying various factor that impact on
their decision
 researcher will take support of primary source. Individual will collects
fresh data related to buying pattern of customers and will analyses these
details.
Research methods

Research plan

Baruk, A. I. and Iwanicka, A., 2015. Polish final purchasers’ expectations
towards the features of dairy product packaging in the context of buying
decisions. British Food Journal. 117(1). pp.178-194.
Flick, U., 2015. Introducing research methodology: A beginner's guide to
doing a research project. Sage.
Reference