Comparing McDonalds and Burger King

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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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http://www.mcdonalds.com visited 20 October 2000

http://www.burgerking.com visited 20 October 2000

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