Factors that influences consumer buying behaviour for fast food of mcdonalds

Factors that influences consumer buying behaviour for lush aliment of mcdonaldsIntroductionIn the recent period of masteryion, on that localize has been a hasty change in the feed habits among UK residents. Fast nourishment is in united Kingdom since chivalrous age, it wasnt exactly 21th century prompt f ar entirely somehow comparable to to sidereal days turbulent nourishment. Fast sustenance has become a popular switch off of British culture as it is been carried a long way since papistic Empire. The basic roots of agile food argon coming everyplace from America but tumultuous food was in divergent exploit in every coun separate out. It scramed acquire into to a greater extent(prenominal) of a worldwide vexation when orbiculateisation started its role. It is now mavenness of the multi-million pound industries which boost the UK economy. Fast food was revolutionised in 1902 with the introduction of the automat in America, where guests started to line up for readymade foods from the display counters or vending machines, paid and either left or ate the food on the premises. The restaurant which made its first move into UK was KFC in 1965 undermenti integrityd the step, pizza hut came into the merchandise in the year 1973 and thus the global fast food leader McDonalds jumped in the year 1974. (Fast food nation, 2009) In 1940s, McDonald br differents introduced new concept of Speedee Service System which revolutionized the restaurant business, the benefits of their system was publicise as Imagine- No carhops-No waitresses-No Dishwashers-No bus boys-The McDonalds system is Self-Service (Scholosser,E, 2002..P20) In the then(prenominal) a few(prenominal) age fast food has pains has faced umpteen criticism, pack argon getting more concern ab protrude sanitary diet. Government interaction in to business by banning the ad in certain places as betterment as more campaigns and programs ar raised following the health aw arn ess among the pack. People ar getting against the salted chips, high fat meals and more other issues.Why fast food is been pretended and its expansion in coupled KingdomEvery day legion(predicate) multitude are consuming fast food and for numerous people it is a regular evening dinner. Fast food is development and expanding immensely. A recent survey carried fall out by BBC world, 2008 shows that 45% of people in UK are likely to agree that they liked the taste of fast food too practically to give it up, as salubrious it similarly reveals that people in the UK are Europes highest fast food consumers which is due to the popularity of fast food chains in their favourites list.Consumers are having a increase swear for fast food and UK consumers hard to put McDonalds on the safer side in the economic crisis with gross sales in 2008 beat last years. The per head spending of UK guests in 2007 was 82 in fast food restaurants which is predict to go higher and it will be nefit chains like McDonalds and burger King. (Data Source Caterersearch, 2008) The United Kingdom national statistics in 2009 (Kent K, 2009) suggests that unique nature of campaigning commit has join ond due to the rise in subprograms of women working as the employment pattern and style of student including international students and many unusual workers has been increased. According to Schlosser E (2002) with increased mobility and the expansion of urban areas people played out more time in their workplace. This was also paired with an increasing number of working women in the workplace thus leading to less time allocated for food grooming at home, supporting the argument Glazer F (2009) provides evidence in the seek that working moms are more refer about lack of time to prepare meals in compared to moms who is non working. In such(prenominal) a way, some three quarters of the family food cipher was initially spent on fast food meals. Kent K (2009)This increase in the wor k force from migrant workers, foreign students as salutary the increase of women in work force has made a hulky contribution in fast food supremacy, considering capital of the United Kingdom as the fixture of this study it is clear that it is the most diverse city of UK with different cultures share their views and rituals in the city. The fast food has also been driven by multi- heathenish people in capital of the United Kingdom, London is considered as one of the most diverse city in the world and where a commercialiseer fanny expect a diverse buying behaviour too. Many cultural and communities are base in London and the city also expect the numbers of tourist every day, all these different cultures have their unique taste. The multicultural customer has base has forced the marters to include diverse taste and they have to consider the demand of their multicultural customers. McDonald has taken the initiative by promoting the different cultural promotional placard for ex ample Chinese food promotion and deep launched Indian volaille tikka wrap. The food freaks are keeping the diverse customer base into consideration. Snackspot, (2009)The big grades are regularly expanding their menu in cabaret to cope with the demand of the fast food customers. The fast food market is getting really high due to the number of consumers getting towards it the constancy is growing really rapid and fast food companies reservation breach realises on daily basis. The imperfectioned fast food outlets and undefiled British cafes are the main chains in the industry, the restaurants and take external shops are deeply rooted on the British high roads and at popular shopping centres as well as sell parks, motorway and at many other places.Brandau M, (2009) a recent consumer research has found out that quick service restaurants have gained market finished nurture of offering and premium menu which has helped them to go through posture recession recovery, it is a lso been revealed that big fast food giants has gained a considerable number of affluent customer base as well more typical fast food lovers in this economic downturn which is been call forthd as barbell st grazegy. As the study show on that point has been a massive rise in the fast food role and every day it is more and more expanding.McDonalds is in the UK fast food market for long but recently there has been a fierce competition betwixt engineering science has played its role in almost every business. Technology could be used from improving business to attracting customers into the restaurant. Smithers R (2007) the idea of launching the remedy internet service in the McDonalds restaurants have helped the company in getting number of customers into the restaurant, Liddle A (2005) also they are teaming up with Nintendo to promote its take-away Nintendo DS to attract the gamers, it is kind of great promotion which is grounding a brand image and it hindquarters attract many teens into the restaurant. The Wi-Fi concept has attracted many students which lavatory help them in savings money on internet. The fast food giants have also started fetching card payments few years back which proves to be a convenient method of payment ignoring the gravel of change, card payments has no minimum payment restrictions in many outlets and can be used also for 20p sweet chilli sauce in McDonalds. The card concept was upgraded by Barclaycard arrival of contactless technology which was successfully launched at McDonalds. Chain Store Age (2007) mentions that fit to a survey conducted by Visa, the use of card payments in the quick service restaurants has been rated a more convenient experience, around 82% consumers concur with the fact and 77% agreed that it pursues them buy whatever they desired because they were not limited to the cash in their wallets.Pietrykowski B (2004) mentions that fast food industry has faced many critics from many groups in the previous yea rs and its still facing problems from the media and also from the government, in the year 1986 there was campaign started by an Italian which was named unwilling food movement, at present it comprises 77,000 individual members representing 48 countries, Slow food (1989) We are enslaved by speed and have all succumbed to the same insidious computer virus Fast life, which disrupts our habits, pervades the privacy of our homes and forces us to eat fast food, so slow food is now the only truly progressive answer, Walsh B (2008) name this movement as the anti-fast food, anti-industrial and anti-agricultural movement. Whereas Pietrykowski B (200412) states slow food movement seeks the imparty of local foods and cuisines by cr have and strengthening networks of favorable relations between consumers and makers. In return the fast food companies introduced healthy options in their menu adding fruits and nutritionary information as well reduce salt to their food. Fast food giants are a lso keeping up the demand by expanding their menus and trying different promotional tactics. Fast food is considered as an easy hear and recently with the added values to healthy food and also by adding thoroughgoing ingredients and food to their menus it is drawing attention to many new customers. Glazer F (2009) mentions that McDonalds recently launched the global moms panel to advice the company on issues such as balanced food and converses with the families as well as launched moms reference program insisting on the chains prime(a) and safety standards, thence the food chain has taken a family step towards their crossroads and launching such campaigns can create a better trust among their consumers. Sky give-and-take (2010), McDonalds has happen upond this success by following these steps in to their business as well as their performance was aided by its superior value at every level of the menu, helping it to push up sales increased by double digits and full year profi ts growing up to 6% to 2.83 billion.Life style impacting the fast food industry and cultural influence on fast food publicizing and its consumptionLondon is been considered as one of the business capital of the world, similarly one of the most diverse city in the world too, hence the life style of the city is much different comparing to other UK cities. Economist (2003) mentions that sooner when people necessitate fatty hot food, they had to cook it. So they had to unembellished time and energy, this has discouraged the consumption but now the mass preparation of fast food took away that concept, nobody has to make big case and nobody has time. The lifestyle of Londoners is getting more and more hectic. The fast food trend has taken the effort of cooking out from the house to the giant fast food companies, people do not mind eating in trains, busses as long as it saves time. Londoners are getting into work more in comparison to previous years in London. Kent K (2009)The image above shows the different cities of United Kingdom, which shows London having the highest employment rate in the recent years and again, Economist (2003) the proportion of women going out to work is probably the main force pushing the time-saving trend, Britain is considered as a topper in convenience food league as well as the working women league. Within an increase in employment there has also been a change in the working hours of British people, Summerskill (2000) mentions that it is one of the main reasons of time poverty and fast food consumption in Britain. People are working long working hours possibly with few breaks and many doing antisocial hours (typical night hours), or they take bit and trio jobs to meet their own needs. In UK, one in nine workers do more than 60 hours a week, antisocial working hours and working spare hours are very common, especially in retail industry as many are getting 24/7. (Dailymail, 2008) A research conducted by Oxford Economics consultancy suggests similarly there has been rise in the income which has made the existent standards in Britain better, the vivification standards were been calculated taking GDP in to consideration. other lifestyle based factor is individualism, which is much common in London because of many foreign workers and students. Arndt M (2007) In general, the heavy consumption of fast food is a single man in his mid-20s who has a master job that pays above average wages. Hence the lifestyle is much responsible for the success of the fast food market.Marketers need to consider many things when they start promoting a situation brand or product. As the world is not homogenous, there is a difference in cream even in the same culture. If we consider London, there are number of multi-cultural people living in the city. A company in evidence to get success cannot really rely on just one common culture. Rugman A (2001 583) suggests that globalization does not, and has never, existed in terms of a s ingle world market with free trade, cultural differences has divide the world into the triad blocks. In United Kingdom, Schiffman L, Kanuk L (2007) there is many different societies and culture residing in other term subculture. Subculture is set of people with distinct belief and behaviour, it differs from mere social grouping, is awareness of style and differences in style, language or other phenomena and more complex society. The fast food companies focus on particular subcultures in distinguish to gain the market and to make the advertisement work. Types of subcultures followed by companies in segmentationSchiffman L, Kanuk L (2007)McDonalds has used the concept of sub-culture by diversifying few of their London based restaurants into Halal restaurant, which is certainly a part major Muslim community in London. Similarly KFC has followed the same step and has turned 74 out of 700 of their restaurants into Halal certified restaurants, their products are been approved by recogni zed Muslim association and certificate is been displayed at their restaurants (KFC, 2010). United Kingdom is a very diverse country and considering the fact about the different heathen backgrounds, fast food companies run different events and food promotions in order to attract the consumer towards the brand and towards their product such as oriental menu taking Chinese into consideration and chicken tikka wrap attracting Indians and Pakistani. Furthermore McDonalds acts according to the location. McDonalds restaurant LocationSegmentation stepsManhattan, New YorkThe laughingstock customers are working class people coming for breakfast or luncheonMaastricht, NetherlandsJakartaThe target customers are families with children, with big playgrounds surrounded by swings, slides etc.The target customers are youngsters and yuppies.Ghauri, Cateora, (2005 P-22)In this competitive period of business, the fast food companies cannot do business without taking international business dimensions into the business. It not only helps to gain the local market but it also helps to gain success in the cross border trade. The trade polices may be needed to change according to different market culture. Fast Foods heavy enthronement on advertisementWithout a strong recognisable brand name a product is no more than a commodity, with out advertize there is no recognisable brand name. (Wright R, 2000 P-89)Consumer buying behaviour depends principally on awareness and recognition which is achieved by advertisement. Advertisement can be consider as a way of communication, almost all advertisement contains a persuasive element of sales but it also creates brand and should also deliver a motive. (Sargeant A, Asif S, 2000) The above gives an idea how the advertisement is conducted and which factors are been consider when an advertisement is carried on. In UK, McDonalds identified the need of co-ordinated selling and advertise policy, in order to gain the market, a company should f ind out what the customers want, develop products to satisfy them, charge them the right price and make the beingness of the products through promotion. McDonalds is now the biggest single brand advertiser on British television. Promotional activities and special suggestive selling within the restaurant have a tactical role to play in getting people to return to the restaurants regularly. All franchisees benefit from any national marketing and pass on to its cost, currently a fee of 4.5 percent of sales. (The times, 2009)Consumer buying behaviour and trade MixFor a someone to make a finis, a choice of alternatives must be available. When a person has a choice between making a bargain for and not making a purchase, a choice between brand x and brand y, or a choice of spending time doing A or B, that person is in a position to make a decision. Consumer decision depends on many factors, human brain has two hemispheres one on left and other on the right. It is important for an ad vertisement to appeal to both sides. This means combination the rational dimension with the stirred up component in your brand proposition. If they build a brand personality for a product that has both an emotional and rational appeal then they are appealing customer decision making. (Schiffman L and Kanuk L, 2004), a various index of repetitive purchase go after a similar buying decision which can be determined through brand, products and other factors. (Ehrenberg, 198828) Knowledge of consumer buying behaviour can help the companies to identify the needs of consumers better and that can lead towards market success. McDonalds is one of the worlds best familiar brands, and the consumer buying decision affects from many point of view. A repetitive purchase can only occur if the companies deliver consistently. A model of consumer buying behaviour is shown below which can be applicable to many companies and it helps to identify the consumer buying decision.The model describes the cu stomers perception towards different purchase factors, these factors runs through consumers mind and after a while the consumer can come to conclusion of purchase or no purchase. The Times (2006) has conducted a study on McDonalds, The consumer takes number of external and internal factors before making the buying decision. Psychological factors are important, e.g. what image doest the product give or how the consumer experiences when purchasing it (eg pound saver menu for quick bitters). The advertisement of the product has to be linked with the realism of the consumer buying behaviour, if the advertisement matches with the consumers emotion then the result will be positive. It is called a black box model. (Kotler, 2004) Jill McDonald, foreland marketing officer of McDonalds UK reveals their idea behind the advertisement of McDonalds that they unendingly try to be clear and confident about what they are and what they stand for and they pick out in a simple language considering every single person to understand their message as McDonalds have always been customer oriented. Although (The times, 2006) it is requisite that the messages which are being snuff itd by the company to their customers supports each other and there should be brief understanding keeping brand aspects in the communication and the target audience should be rolled out into action which may include purchase of a product or referring to their friends or family etc, the load concept in consumer buying process is to make customer feel positive about the product and (Achenbaum 1989, Lindsay 1990) it is quite fact that advertising is the best source in influencing the consumer buying decision and to build a brand image. (ODoneell C, 2005) Marketing prance supports companies marketing and business strategies whereas mix includes price, place, product and promotion, (Kotler P, Armstrong G, Wong V, Saunders J, 2008) mentions that the marketing strategy is linked with the marketing mix in orde r to achieve the companys marketing aims and objectives, the marketing mix acts as a toolkit in order to establish a strong marketing hold in the target market. A company may use one marketing mix to reach one target market and can differentiate second one to achieve the target market. (Pride W, Hughes R, Kapoor J, 2009)Schieffer R, Leininger E, (2008) McDonalds has successfully marketed their product to their targeted customers and has developed well positioned offerings for a manageable group of target segments, which is an effective marketing mix, offers (Baker M, 2003) a right product that meets the customers demand, that is of effective cost to the customer and it effectively delivers the quality and usage of the product which can be purchased with the utmost convenience. McDonalds customer pen is very diverse, family visits with their children for a treat, kids visits McDonalds for fun and youngsters visits considering price and the business customers may visits for a quick s ervice. The specific target can be simple to communicate and the company can convey their message in an effective and in force(p) way. McDonalds have also tried to offer a product which is demanded by their customers, Jim mule skinner, Vice president of McDonalds limited mention (Schieffer R, Leininger E, 2008) that McDonalds always focus on good customer service, quality product and hygienic cleanliness in their restaurants, as well as they always giving tips on management Mr. Skinner mentioned face the facts, listen to your customers because they will tell you what really matters. The company should always keep in mind that they are not the only one offering the product or service, a customer have a choice unless there the company holds a monopoly of particular product. McDonalds has to consider the competitors and taking them into consideration they have to revitalise their menu. The product life cycle is much important for a business to float regularly in profit and with good brand image. (Marketing, 2009) McDonalds has successfully launched new chicken legend burger chicken selects in competing with KFC for their spicy chicken strips, in their menu in the then(prenominal) year as well introducing fish fingers in their happy meal selection. The company also launched a range of healthy products including the organic take out and they introduce ethical standards for their coffee suppliers. McDonalds brand has gone to the basic of marketing communications the new product launched is typically marketed through television and report advertisement. (Justin M, 2009) following this mantra McDonalds always improve their products and services. In order to sustain in the market McDonalds has always been innovative in their products and it will continue to do so. In the below mention diagram the chicken legend and chicken selects product of McDonalds are the recently launched new product or excogitation of McDonalds, where as one can say that their popular burg er Big macintosh is at the maturity stage. (Strategic Management, 2005)Similarly (Haines S, 2008) the price of the McDonalds product reflects the targeted customers decision to purchase the benefit it represents a link between the price rationale to value, receipts volume of the product, McDonalds has always maintained their product when there is reduction in the price in order to compete in the market, usually many companies face the quality issue when they reduce the price of a particular product or services, as the customers mentally thinks that the reduced price products are not really same compared to original product quality. Kurtz D (2008) explains that the pricing objective varies from company to company, the main areas to consider in price objectives are probability objectives, volume objectives, meeting competition objectives and prestige objectives and McDonalds follows a mix of this objectives into their business. Referenceshttp//books.google.co.uk/books?id=P_ovoY2Zc bkCpg=PA255dq=marketing+mix+modelcd=1v=onepageq=marketing%20mix%20modelf=false