mc donald's

PRESENTATION ON -: FACTORS AFFECTING CONSUMER BEHAVIOUR IN Mc DONALD’S, India : 

PRESENTATION ON -: FACTORS AFFECTING CONSUMER BEHAVIOUR IN Mc DONALD’S, India BY-: PRIYANKA SAXENA Jaipuria institute of management studies, ghaziabad Pgdm 1 st year

MC DONALDS : 

MC DONALDS McDonald's in India is a locally owned and managed company run by Indians, employing local staff, procures from local suppliers to serve its customers. McDonald's is a leading international fast food restaurant chain with 30,000 restaurants spread across the globe. In India, it launched its operations in 1996. It now has 54 restaurants with a daily inflow of 500,000 customers.

Consumer-:: 

Consumer-: Consumer is the person who consumes goods & services. BEHAVIOUR-: It is a specific type of manner in which a person behaves CONSUMER BEHAVIOUR- : DEFINITION-: The buying behaviour of final consumers – individuals & households that buy goods & services for personal consumption. Consumer behaviour refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants.

FACTORS AFFECTING CONSUMER BEHAVIOUR : 

FACTORS AFFECTING CONSUMER BEHAVIOUR Consumer purchases or behaviour is affected strongly by cultural, social, personal & psychological characteristics or factors CULTURAL FACTORS- : Cultural factors exert a broad & deep influence on consumer behaviour. The marketers need to understand the role played by the buyer’s culture, subculture & social class . CULTURE -: is the part of every society and is the important cause of person wants and behaviour. SUB CULTURE- : include nationalities, religions, racial groups & geographic regions. SOCIAL CLASS- : a social structure which is important to the marketers determined by various factors like-: wealth, education, occupation etc.

Social factors: 

Social factors REFRENCE GROUP- : Reference groups have potential in forming a person attitude or behaviour. Reference groups include opinion leader (a person who influences other because of his special skill or knowledge ) FAMILY -: Buyer behaviour is strongly influenced by the member of a family. ROLES & STATUS-: Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs

PERSONAL FACTORS: 

PERSONAL FACTORS Personal factors can also affect the consumer behaviour. Some of the important personal factors that influence the buying behaviour are: lifestyle, economic situation, occupation, age & personality PSYCHOLOGICAL FACTORS There are four important psychological factors affecting the consumer buying behaviour

Factors that it keeps in mind for success : 

Factors that it keeps in mind for success Many factors affect the success of mc Donald’s because it takes care of many factors. Culture -: INDIA is famous for its’ cultural beliefs. And a major part of Indian culture is food. At first when mc Donald’s came to INDIA to start its business it launched its burger with the same beef that was famous outside but people didn’t accept it. Beef is not on the menu in India because are considered sacred. It changed the content of its burger and all those items that consisted beef. In India, meat and vegetarian meals are prepared in separate areas of the restaurant because of religious laws about preparation of food for vegetarians & meat-eaters. Cooks preparing vegetarian dishes wear distinctive green aprons.

Social-:: 

Social-: In India most of the people are experts in influencing others, and most of them get easily influenced as well, especially buyer behaviour is strongly influenced by the member of a family. Mc Donald’s is also aware of this fact thus always keeps on trying to give the best product as well as service to its customers so that next time they come along with new faces or send new customers to mc Donald’s. Convincing customers is difficult but mc Donald’s has done it well by serving hygiene in plates which is foremost concern of we INDIANS In India roles and status also play major role, people act according to their roles and status. Mc Donald’s is a place that gives a look of something beautiful, can be said as a status symbol even for many.

Personal-:: 

Personal-: This comprises of age ,occupation, economic situation, lifestyle and personality of a person. In mc Donald’s most part of customer are the teenagers or young . It gives VALUE FOR MONEY , good at taste cheap on pocket, Various offers,& acts on feedback it takes People like social gatherings at a beautiful place & economic, where fast food is also available so mc Donald’s becomes first priority as it covers all of these wants of customers and understands them well ,their choice & taste

PSYCHOLOGICAL-:: 

PSYCHOLOGICAL-: These consist of things like motivation, perception, learning and belief & attitude of people all those things which are intangible so little difficulty comes in understanding people as all are different. In Mc Donald’s they keeps on updating or teaching people through its attractive advertisements about its new products, in newspapers or TV or radio, through pamphlets or sometimes asking for something new in form of feedbacks. They work according to customers. Mc. Donald’s also tries and does to satisfy the needs of the customers, serves every one according to their perception, beliefs & attitudes of the customer

CONCLUSION : 

CONCLUSION Ultimately, it can be concluded that mc. Donald’s is a company of good values and its real focus is on customers that takes it to profit. It understands its social responsibility and is aware of all the factors that can affect its business adversely or profitably It is a horse of the long run that is truly professional. It has flexibility and ability to handle the INDIAN crowd efficiently and earn profits as well . Mc. Donald’s has proved its worth and attained a social status. It really is making the people LOVE IT . The McDonald’s institution has really spread across continents giving rise to a number of indigenous fast food chains. It is one among some of the great success stories.