1. CONSUMER BEHAVIOUR AND CUSTOMER LISTENING
“One world, One Burger”
CONSUMER BEHAVIOUR
AND
CUSTOMER LISTENING
By:
Aashka Humble
Ankita Arora
Riddhi Waddhvani
Shivi Shrivastava
Shruti Mehrotra

2. INTRODUCTION

3. “You Deserve A Break Today”
Consumer Behavior
Market Research
Introduction
Conclusion
McDonald’s
McDonald’s - global fast food giant
Started by 2 Richard & Maurice McDonalds
34000 restaurants in 122 countries
Started by 2 brothers-Richard & Maurice McDonalds
Entered India in Oct 1996
Operates on franchising model
“You Deserve A Break Today”

4. McDonald makes your day
Consumer Behavior
Market Research
Introduction
Conclusion
Product Range
Fries
Soft drinks
Coffee
Wraps
Burgers
Started by 2 brothers-Richard & Maurice McDonalds
Milk shakes
Desserts
McDonald makes your day

5. Nobody can do it like McDonalds can
Consumer Behavior
Market Research
Introduction
Conclusion
Competitors
Started by 2 brothers-Richard & Maurice McDonalds
Nobody can do it like McDonalds can

6. Segmentation McDonald’s and You Consumer Behavior Market Research
Introduction
Conclusion
Segmentation
Demographic Segmentation
Kids
Family
Students
Psychographic Segmentation
Convenience
Lifestyle
Started by 2 brothers-Richard & Maurice McDonalds
Behavioral Segmentation
Occasions
McDonald’s and You

7. Have you Had your Break Today?
Consumer Behavior
Market Research
Introduction
Conclusion
Positioning
Place for All
Family Restaurant
Positioning on Kids
Positioning is a process of creating an image in the mind of consumers by which consumers can understand the uniqueness about your product when compared to competitor’s product. In India positioning of McDonalds has been directed as a Family restaurant. Then they started positioning according to the kids as well by introducing new advertising of toys with their products such as “Happy Meal”. In the start they made certain special efforts to not allow it to convert into a teenage and adults (20 to 24 years of age) hangout place. Now youngster and adults has became so use to fast foods that McDonalds should also target them and try to position McDonalds as a place for all. They should target adults also because they can pay for quality and variety of products. This will help McDonalds to be most recognizable brand in India for people of all ages. Or we can say that they should follow concept of undifferentiated marketing in which they should offer same marketing mix to mass audiences. This is due to the fact that in India has second largest population in the world and if they adopt this approach and try to do positioning according to this approach then they will be benefitted and their sales and revenue will surely increase.
Have you Had your Break Today?

8. CONSUMER BEHAVIOR

9. Consumer Behavior Factors “ McDonald Does It All For You ”
Market Research
Introduction
Conclusion
Consumer Behavior Factors
Positioning is a process of creating an image in the mind of consumers by which consumers can understand the uniqueness about your product when compared to competitor’s product. In India positioning of McDonalds has been directed as a Family restaurant. Then they started positioning according to the kids as well by introducing new advertising of toys with their products such as “Happy Meal”. In the start they made certain special efforts to not allow it to convert into a teenage and adults (20 to 24 years of age) hangout place. Now youngster and adults has became so use to fast foods that McDonalds should also target them and try to position McDonalds as a place for all. They should target adults also because they can pay for quality and variety of products. This will help McDonalds to be most recognizable brand in India for people of all ages. Or we can say that they should follow concept of undifferentiated marketing in which they should offer same marketing mix to mass audiences. This is due to the fact that in India has second largest population in the world and if they adopt this approach and try to do positioning according to this approach then they will be benefitted and their sales and revenue will surely increase.
McDonald Targets Them ALL…!!!!
“ McDonald Does It All For You ”

10. Consumer Behavior Factors
Market Research
Introduction
Conclusion
Consumer Behavior Factors
No Beef and Pork
Positioning is a process of creating an image in the mind of consumers by which consumers can understand the uniqueness about your product when compared to competitor’s product. In India positioning of McDonalds has been directed as a Family restaurant. Then they started positioning according to the kids as well by introducing new advertising of toys with their products such as “Happy Meal”. In the start they made certain special efforts to not allow it to convert into a teenage and adults (20 to 24 years of age) hangout place. Now youngster and adults has became so use to fast foods that McDonalds should also target them and try to position McDonalds as a place for all. They should target adults also because they can pay for quality and variety of products. This will help McDonalds to be most recognizable brand in India for people of all ages. Or we can say that they should follow concept of undifferentiated marketing in which they should offer same marketing mix to mass audiences. This is due to the fact that in India has second largest population in the world and if they adopt this approach and try to do positioning according to this approach then they will be benefitted and their sales and revenue will surely increase.
Only Veg Restaurants
“ Pakka Indian Hai ”

11. Consumer Behavior Factors
Market Research
Introduction
Conclusion
Consumer Behavior Factors
Positioning is a process of creating an image in the mind of consumers by which consumers can understand the uniqueness about your product when compared to competitor’s product. In India positioning of McDonalds has been directed as a Family restaurant. Then they started positioning according to the kids as well by introducing new advertising of toys with their products such as “Happy Meal”. In the start they made certain special efforts to not allow it to convert into a teenage and adults (20 to 24 years of age) hangout place. Now youngster and adults has became so use to fast foods that McDonalds should also target them and try to position McDonalds as a place for all. They should target adults also because they can pay for quality and variety of products. This will help McDonalds to be most recognizable brand in India for people of all ages. Or we can say that they should follow concept of undifferentiated marketing in which they should offer same marketing mix to mass audiences. This is due to the fact that in India has second largest population in the world and if they adopt this approach and try to do positioning according to this approach then they will be benefitted and their sales and revenue will surely increase.
“ McDonald’s, It’s not what you had in mind ”

12. Consumer Behavior Factors
Market Research
Introduction
Conclusion
Consumer Behavior Factors
Promoted as a Family Restaurant
Kid’s Play Area
Partying Area
“ It’s a Good Time for the Great Taste of McDonald’s ”

13. Consumer Behavior Factors “ What You Want is What You Get ”
Market Research
Introduction
Conclusion
Consumer Behavior Factors
Positioning is a process of creating an image in the mind of consumers by which consumers can understand the uniqueness about your product when compared to competitor’s product. In India positioning of McDonalds has been directed as a Family restaurant. Then they started positioning according to the kids as well by introducing new advertising of toys with their products such as “Happy Meal”. In the start they made certain special efforts to not allow it to convert into a teenage and adults (20 to 24 years of age) hangout place. Now youngster and adults has became so use to fast foods that McDonalds should also target them and try to position McDonalds as a place for all. They should target adults also because they can pay for quality and variety of products. This will help McDonalds to be most recognizable brand in India for people of all ages. Or we can say that they should follow concept of undifferentiated marketing in which they should offer same marketing mix to mass audiences. This is due to the fact that in India has second largest population in the world and if they adopt this approach and try to do positioning according to this approach then they will be benefitted and their sales and revenue will surely increase.
“ What You Want is What You Get ”

14. Consumer Behavior Factors “ There’s a little McDonald’s in Everyone ”
Market Research
Introduction
Conclusion
Consumer Behavior Factors
Value for Money
Place for All
“ There’s a little McDonald’s in Everyone ”

15. Consumer Behavior Factors
Market Research
Introduction
Conclusion
Consumer Behavior Factors
Positioning is a process of creating an image in the mind of consumers by which consumers can understand the uniqueness about your product when compared to competitor’s product. In India positioning of McDonalds has been directed as a Family restaurant. Then they started positioning according to the kids as well by introducing new advertising of toys with their products such as “Happy Meal”. In the start they made certain special efforts to not allow it to convert into a teenage and adults (20 to 24 years of age) hangout place. Now youngster and adults has became so use to fast foods that McDonalds should also target them and try to position McDonalds as a place for all. They should target adults also because they can pay for quality and variety of products. This will help McDonalds to be most recognizable brand in India for people of all ages. Or we can say that they should follow concept of undifferentiated marketing in which they should offer same marketing mix to mass audiences. This is due to the fact that in India has second largest population in the world and if they adopt this approach and try to do positioning according to this approach then they will be benefitted and their sales and revenue will surely increase.
“ Good Time, Great Taste, That’s Why This is My Place ”

16. Consumer Behavior Factors “ We Love to See You Smile ”
Market Research
Introduction
Conclusion
Consumer Behavior Factors
Apna Jahan Tumne Paaya, McDonald’s Mein Mann Muskuraaya
McDonald's Mein Hai Kuch Baat
Kabhi Kabhi Baat Paison Ki Nahi, Khushiyon Ki Hoti Hai
“ We Love to See You Smile ”

17. MARKET RESEARCH

18. Research Objective Consumer Behavior Market Research Introduction
Conclusion
Research Objective
To understand consumer behaviour pattern
To access how consumers perceive McDonald’s

19. Research Plan Consumer Behavior Market Research Introduction
Conclusion
Research Plan
Research Approach
Survey Research
Research Instrument
Questionnaire
Sample Unit
College Students
Sample Size
105
Contact Method

20. Questionnaire Consumer Behavior Market Research Introduction
Conclusion
Questionnaire

21. Research Analysis Consumer Behavior Market Research Introduction
Conclusion
Research Analysis

22. Research Analysis Consumer Behavior Market Research Introduction
Conclusion
Research Analysis

23. Research Analysis Consumer Behavior Market Research Introduction
Conclusion
Research Analysis

24. Research Analysis Consumer Behavior Market Research Introduction
Conclusion
Research Analysis

25. Research Analysis Consumer Behavior Market Research Introduction
Conclusion
Research Analysis

26. Research Analysis Consumer Behavior Market Research Introduction
Conclusion
Research Analysis

27. Research Analysis Consumer Behavior Market Research Introduction
Conclusion
Research Analysis

28. Research Analysis Consumer Behavior Market Research Introduction
Conclusion
Research Analysis

29. Research Analysis Consumer Behavior Market Research Introduction
Conclusion
Research Analysis

30. Research Analysis Consumer Behavior Market Research Introduction
Conclusion
Research Analysis

31. Research Analysis Consumer Behavior Market Research Introduction
Conclusion
Research Analysis

32. Research Analysis Consumer Behavior Market Research Introduction
Conclusion
Research Analysis

33. Research Analysis Consumer Behavior Market Research Introduction
Conclusion
Research Analysis

34. Research Limitations Consumer Behavior Market Research Introduction
Conclusion
Research Limitations
Sample includes only students aged yrs
Relatively small sample size
Data collection restricted to online survey

35. CONCLUSION

36. Conclusion Consumer Behavior Market Research Introduction Conclusion
Emerged as a Place For All
“Pakka Indian” initiative is not well known and accepted
Value for Money is the major customer pull factor
Advertising does create an impact; Advertise more
Feedback process needs to be carried more actively

37. Acknowledgement
Our sincere thanks to SurveyMonkey.com for providing a platform to create and analyse our market research questionnaire and to all the respondents for participating in our survey. We truly value the information received.
A note of gratitude to sir for guiding and assisting us in wading through the Challenges of Marketing.