Consumer behavior incorporates the customers’ decision making process towards developing a positive buying behavior. The organizations that understand the consumer behavior of the customers, can enhance and modify their marketing strategies in order to influence the consumer behavior in such manner that the customers engage in the positive buying behavior (Solomon, 2014). The current paper enlightens the marketing strategies of McDonalds with respect to the consumer behavior that the organization has addressed in order to attract and retain its customers.
McDonald’s mission is to become the favorite place for its customers to eat and drink and it is implied that the customers tend to incorporate dining experience at such places that can address their needs in an effective manner (Jurevicius, 2013). The customers want to consider the dine-in experience for breakfast, lunch, snacks and dinner and McDonalds offers wide variety in its menu to address the different dine-in experiences of its customers. Similarly, the customers want to consider the decision of dine-in at the which provides variety in menu for children and adults. Hence, McDonalds offers the specific meal for children and family deals so that all the family members and customers visiting in large gatherings can enjoy their meal (McDonalds, 2016).
Moreover, the value meals and party celebration deals offered by the McDonalds ensure that the customers consider celebrating birthdays and other social events at their restaurants. The variety in meals and beverages ensure that the offered menu addresses the need of adults, children and teenagers. The toys and goodies offered with the happy meal makes the McDonalds favorite place for children and the experience is exalted with the dine-in interior of the restaurants. In this way, the dine-in experience that offers the services in incorporating social gatherings, breakfast, lunch, dinner and snacks ensures that the company has ensured that the customers consider it as the best place to eat and drink (McDonalds, 2016).
The increasing rate of obesity in the United States has challenged the quality of food offered by the fast food restaurants and their contribution in making its consumers obese. The customers are considered to be more inclined towards the consumption of healthy food that is enriched with nutrients and low fat so that the quality of life can be ensured when individuals incorporate the decision of dining out. Similarly, the increasing rate of obesity among children has also challenged the menu and items offered by the restaurants and fast food companies (Arredondo et al., 2009).
The fast food customers have become more inclined towards engaging in the buying decision that addresses their consumption needs while maintaining their health. McDonalds has incorporated the marketing strategy in which it has positioned its menu with variety in healthy meals. It has started to indicate the number of calories that are contained in its meal and has also extended its product line by offering nutritious salads for diet conscious customers (Arredondo et al., 2009).
The increasing rate of obesity among children has been addressed by the marketing strategy in which new product development and market positioning of healthy menu has been incorporated by means of offering and advertising its low fat milk, ice-creams and milk shakes. The increasing consciousness among customers about incorporating protein diet and low-calorie diet has also been addressed by the menu that offers low calorie food with high protein and vitamins (Arredondo et al., 2009).
The increasing rate of confectionary consumption has been increased among children due to which the issues related to overweight and diabetic has been increased. The children who tend to tag along with the parents in order to dine-out usually end up eating such meals that are unhealthy and possess excessive calories rather than nutrients and vitamins. It has effected the health status of children and it has become the national concern to develop healthy eating habits among children (Stender et al., 2007).
The development of healthy eating habits among children is considered as a social responsibility of the multinational organizations in health industry so that the high inclination towards healthy eating habits can be predicted in an effective manner. McDonalds has faced severe criticism against its menu that it offers to children by being the largest fast food chain in the world and hence, its menu has not been considered ideal for children (Stender et al., 2007).
This concerns incorporated by the changing consumer behavior has been addressed by the McDonald’s Happy Meal Ads in which a child is illustrated who is inclined towards eating healthy food, comprising of fruit salad and low fat milk with his mom. In this way, McDonalds has addressed the concern of unhealthy eating habits and has strived to communicate the message of eating healthy food among children. McDonalds has addressed its social responsibility of communicating the message of healthy food while ensuring that it positively effects the consumer behavior by means of targeting the children’s parents (Huffington Post, 2012).
Moreover, it has also promoted its healthy food menu using the same ad while indicating its inclination towards the promotion of healthy eating habits. McDonalds is widely known to change and modify its menu in accordance with the customers’ needs and wants and this TV commercial is the example of McDonalds’ strategy that addresses the changing consumer behavior. In this manner, the changing consumer behavior has shaped the marketing strategy of new product development and product positioning, in which McDonalds has developed a TV Commercial to address this consumer behavior (Huffington Post, 2012).
The discussed examples indicate that the McDonalds has been observing the changing consumer trends and inclination by means of addressing the concerns of critics and its customers. The company is considered to be very responsive towards the market challenges and customer needs because it addresses these challenges and needs in an effective manner. The company ensures that it targets the large number of customers and understands their demographics and psychographics that help it understand the menu choices and food preferences. In this way, McDonalds modifies its menu in an effective manner to attract and retain its customers.
The company utilizes the information acquired from the observing the consumer behavior and incorporates the marketing strategies related to the new product development. The ever-changing needs and wants of customers are observed and such products are developed that addresses these needs and wants. It ensures the company’s sensitivity towards its customers and their preferences while it also makes the company sustainable in the long-term (Solomon, 2007).
The image of the fast food restaurants has also been threatened by the customer’s changing perception towards the consumption of healthy food. In this instance, McDonalds has been remained responsive towards addressing this threat by changing its positioning strategy towards healthy food. It has ensured that its customers receive variety by means of taste, type and calorie preferences in order to meet their health and meal requirements. Therefore, the adequate knowledge about the consumer behavior and inclination has enabled McDonalds to enhance its marketing strategy to develop positive buying behavior among its customers and maintain its positive brand image.
References
Arredondo, E., Castaneda, D., Elder, J. P., Slymen, D., & Dozier, D. (2009). Brand name logo recognition of fast food and healthy food among children. Journal of community health, 34(1), 73-78.
Huffington Post. (2012). McDonald’s Happy Meal Ads Get Health-Focused Revamp. The Huffington Post. Available from: http://www.huffingtonpost.com/2012/03/06/mcdonalds-happy-meal-ads_n_1323809.html
Jurevicius, O. (2013). Mission statement of McDonald’s. Strategic Management Insight. Available from: https://www.strategicmanagementinsight.com/mission-statements/mcdonalds-mission-statement.html
McDonalds. (2016). Take a food tour of our menu. McDonalds. Available from: https://www.mcdonalds.com/us/en-us/full-menu.html
Solomon, M. R. (2014). Consumer behavior: Buying, having, and being. Engelwood Cliffs, NJ: prentice Hall.
Stender, S., Dyerberg, J., & Astrup, A. (2007). Fast food: unfriendly and unhealthy. International journal of obesity, 31(6), 887-890.
APPENDIX
