Comparing McDonalds and Burger King
1.0 Executive Summary
This report examines how the fast-food service industry uses consumer behaviour principles and techniques to influence consumers. It explores the actions and observes the practices undertaken by the two most prominent players of this particular industry, namely McDonalds Corporation and Burger King Corporation.
Using past and present research and statistics, this reports offers a complete analysis of consumer reaction to advertisements and products, the meaning underlying decision-making, emotions and lifestyles of consumer in this industry.
2.0 Introduction
2.1 Purpose
The objective of this report is to analyse how the fast-food service industry make use of consumer behaviour principles and techniques to influence consumers.
2.2 Scope
This analysis includes a summary of the industry, a profile of the market the industry's influence on consumer behaviour through learning and perception, consumer decision-making and situational influences.
2.3 Methodology
All data used for this report was researched from academic journals and related books and publications.
3.0 Profile of Industry
An Industry is a commercial production and sales of good (Evans & Berman, 1995:14). It is a specific branch of manufacture and trade.
3.1 Structure of Industry
The fast-food service industry consist of countless big players such as, McDonalds, Burger King, Kentucky Fried Chicken (KFC), Pizza Hut, Red Roosters as well as other smaller-sized companies. In this study, the focus will b on the two most leading fast-food service industry providers that is, McDonalds Corporation and Burger King Corporation.
3.1.1 McDonalds Corp.
McDonalds Corporation is the l...
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Like the vast majority of Americans, I’ve eaten at a fast food restaurant before. Maybe the tables were sticky, or chicken was suspiciously white, but the fries tasted great, so I’d overlook the less enjoyable aspects of my experience. After reading Fast Food Nation by Eric Schlosser, I understand that isn’t an option anymore. In ways both big and small, the fast food industry exerts a ridiculous amount of power over the American consumer, and it’s imperative that this be understood, should any impactful changes be made. As it stands now, the fast food industry is in dire need of reform, as it poses innumerable health and societal risks to the country and the world.
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Fast food restaurants such as Burger King and McDonald’s, create advertisements where it urges people to consume their product. For example Mcdonald’s created a product where you can get two items such as a mcdouble and a medium fries for three dollars. According to “The battle against fast food begins at home”, by Daniel Weintraub, it shows how companies are intriguing their customers. “ The center blames the problem on the increasing consumption of fast food and soft drinks, larger portion sizes in restaurants and the amount of available on school campuses”(1).For the most part, the Center for Public Health believes that fast food companies are the problem for health
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It will provide entrepreneurs with a competitive edge that will prove invaluable in helping them seek the opportunity in this unexplored area of business. Through this research project one can study the opportunities and potential for Fast Food Restaurant Services in India. Since not too much of research is carried on in this area in India, there is a huge scope for this market and it could be useful for any budding entrepreneur who is interested in this industry.
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McDonald’s has been one of the biggest fast food chain corporations that has worldwide share in the food market. The company’s appeals were fast service, menu varieties, and affordability, which capture majority of customers’ psychological needs. Furthermore, McDonald successfully builds a relationship with consumer by promoting donation campaigns and vitally involving in societal activities. In recent years, McDonald’s sales decline is affected by food scandals causing public mistrust of its food ingredients, which deviates consumers from fast, cheap and convenient food.
Competition Among Fast Food Chains MARKETING INFORMATION NEEDED FOR THE FAST FOOD INDUSTRY. To begin with, for the fast food industry around the world, the leading fast food chains marketing information is wrapped around convenience location, changing preferences, quality of food, pricing of fast food, potential customers, age of the customers, menu selection and diversification and last of all superior service. From a marketing perspective, location for the fast food service to the potential customers is most important, according to Maritz Marketing Research. A recent study showed the location has to be convenient. The analysis said that adults under the age of 65 prefer a convenient location for their fast food.
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