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.
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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According to the research paper by Anita Goyal & N.P Singh, “Consumer perception about fast food in India: an exploratory study”, average young Indian consumer always bears a passion to visit fast food outlets for fun and change although home food is his first choice. India is a diversified country with different regions and states following different food practices rendering food diversity as an implicit characteristic of the nation. As per worldwatch.org, India’s fast food industry is growing enormously at a CAGR of 40%. The entry of multinational fast food outlets like McDonalds, Subway, etc has revolutionized the industry in its own way. According to the survey carried out in the study among the population of age group 20-27 years, it was found that the emergence of traits of independence in their eating habits, nutritional education, divergence of food preferences at home and at fast food outlets and ambience of...
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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.
Consumption habits are very important factors for international marketing strategy for fast food chains. Culture is also involved in here again, though these days’ customers are always looking forward to something new in the service and products. Then again, taste of customers is changing as they are transforming towards dining in if the image of fast food is not healthy. Health conscious customer are quick to abandon fast food, they find the fast food very harmful for lungs, heart and blood conditions.