1. University Of Agriculture Faisalabad
Subject:
Marketing Management
Topic :
Consumer Behavior at McDonald’s India
Submitted to
Sir Yawar
Submitted by
Jawaria and Bushra
MBA 3rd Semester
Section C
Roll no. 11 & 12

2. CONSUMER
BEHAVIOUR AT
McDonald’s INDIA

3. McDonald
PRODUCT CATEGORY
FAST FOOD

4. Segmentation
 McDonald Segmantize its market on
following basis:
Geographically
Demographically
Psycho graphically &
Behaviorally

5. Geographic Segmentation:
Number of outlets opened in different
regions
(132 Family Restaurants a.79 in North and
East and 59 in South and West)
Demographic Segmentation:
Age (18-25), Income (Strivers), Gender
(Male/Female), Occupation
(Students), Education
(Undergraduate, Postgraduate)
Psychographic Segmentation:
Convenience and Life style
Behavioral Segmentation:
Occasions e.g. Birthday parties

6. Targeting
 McDonald’s major target consumers are:
Teenagers
Adults
Children

7. Positioning
To attract children McDonald’s has
“Happy Meal "with toys and “Disney
characters” are given. It also provides
facilities like:
“Play place”
“McDonald’s mein hai kuch baat”

8. New Trends Facing by the Consumers:
• It’s an undeniable fact that consumer’s facing new
trends because many competitors are in the fast
food industry offering food to them.
 Subway
 Penera Bread
 Dunkin Donuts

9. McDonald’s responses to New Trends
 Offers low price rates
 Offer discounts to its customers
 Introduce healthy alternatives
 McDonald’s upgraded its coffee a few years back.
 Introduce Big Mac and Mc Muffin for nutrition
awareness.

10. McDonald’s
Marketing Mix

11. The marketing mix is a term used to
describe the four main marketing tools
(4Ps):
Product
Price
Promotion &
Placement

12. PRODUCT
 Product includes the certain aspect as
features, design, brands and packaging.
 McDonald continuously innovate or change its
product line according to taste of its customers
 It drops the ham, beef and mutton burgers from
menu.
 It introduced vegetarian products for its
customers

13. Price
 McDonald attract the middle and lower class
consumers with a very catchy punch line
“Aap ke zamane mein, baap ke zamane ke
daam”.
 McDonalds introduced certain value pricing and
bundling strategies such as “happy meal, combo
meal, family meal” etc for consumers.

14. Place
 It is important so that the product is available to
the customer at the right place, at the right time
and in the right quantity.
 McDonalds offers hygienic environment, good
ambience and great service.
 Also offers “Delivery services” to its customers

15. Promotion
 There are three main objectives of
advertising for McDonald’s are:
 To make people aware of an item,
 Feel positive about it and
Remember it.

16. SWOT Analysis
STRENGTH WEAKNESS
1.Strong Brand 1.Low depth and width of product
2.Customer Intimacy
3.Product Innovation
OPPORTUNITY THREAT
1. Expand into tier 2 and tier 3 cities. 1. Changing customer life style and
2. Entry into breakfast category. taste.
2. Increased competition from local fast
food outlets.

17. Forces that majorly influenced the
Consumers buying behavior:
Culture
Social
Personal and Economic
PSYCHOLOGICAL:

18. Culture Forces
 Culture majorly affect the consumers buying
behavior in India,
 Because people don’t like the “beef and mutton”
burgers and all those items that consisted beef
that was famous outside.
 So in India, meat and vegetarian meals are
prepared because of religious laws.

19. Social Forces
 In India most of the people easily influence the
others buying behavior.
 To remove the social effects, McDonald's always keep
on trying to give the best product and service to its
customers.
 McDonald convince its customers by serving
hygiene in plates.

20. Personal and Economic Forces
• In McDonald’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 according to their
choice & taste.

21. PSYCHOLOGICAL Forces
 Mc Donald keeps on updating or teaching people
through its attractive advertisements about its new
products.
 McDonald’s famous marketing slogans which
influenced on the minds of the consumers are:
“You Deserve a break today, so get up and get
away- To McDonald’s”
“Food, Folks, and Fun”
“I’m lovin’ it”

24. •The key factors in success of McDonald’s
according to my point of view are:
Innovation
Customization
Good Management
Best Marketing Strategies
Good values and Focus on Customers
Understands Social responsibility
Flexibility to handle the consumers

25. Key factors in McDonald’s success
•According to my point of view:
Innovation
Customization
Good Management
Best Marketing Strategies
Good values and Focus on Customers
Understands Social responsibility
Flexibility to handle the consumers

26. McDonald’s in India has a bright future.
It really is making the people
“LOVE IT”.
McDonald’s has a slogan:
“Think globally and act
locally”