This website uses cookies to ensure you have the best experience. Learn more

Psy322 Week 5 Essay

1834 words - 8 pages

Consumer Traits and Behaviors Within McDonald’s
Shelby George, Kirk Kennedy, Kasthuri Naidoo, Donna Schlaht, Va’a Tuilesu
PSY/322
October 14, 2013
Mary-Lynne Ament

Consumer Traits and Behaviors within McDonald’s
In 119 countries around the world a person can see the yellow and red arches, order a meal, and be a McDonald’s customer (McDonald’s, 2013). Even before a person decides to make an order, McDonald’s has communicated through a number of psychological and social mediums tailored to different consumer traits and behaviors. People interpret messages in different ways, so understanding consumer traits and behaviors is key to reaching a large market.
Psychological Process
...view middle of the document...

Beliefs and attitudes can also influence consumer-purchasing behavior. In 2012, celebrity chef, Jamie Oliver, publically raised concerns about McDonald’s adding “pink slime” as filler. Pink slime is a created from washing unusable parts of beef in ammonia and water to make it safe for human consumption. Shortly after the issue was made public, McDonald’s announced changes to their beef products, including the exclusion of pink slime from their beef processing. McDonald's has been involved in many initiatives that relate to social responsibility. Initiatives such as Ronald McDonald’s House Charities influence consumer perceptions of the corporation (Dahan & Gittens, 2008).
Consumer Social Processes
Understanding social processes related to consumer purchases provide a direction for the company. Simplifying meals for individual families was a significant burden lifted from the entire family. The ease to feed themselves and their children is a main factor in the success of McDonald’s because both parents had to begin working full time. Starting in the 1960s, many households found it necessary for the second person in a marriage to enter the workforce. The time that was used for cooking meals was spent at the workplace.
Another critical social process of interest to McDonald’s is technology and the role it plays in the consumer-purchasing decisions. Technology, specifically the availability of Wi-Fi in their facilities, demonstrates the goal of implementation of technology in their efforts to establish their traditional dominance in the new technology driven marketplace. “When it comes to business strategies and market approach, companies are switching from being product/profit-oriented towards customer-oriented. All kinds of companies acknowledge that customers are the core of their activity, that customers are the company's most valuable asset” (Talpau & Boscor, 2011, p. 51). Free WiFi allows the customer to multitask at McDonald’s facilities.
Various food options is another way that McDonald’s appeals to consumer social processes. Healthy food options are an example of the large financial incentives available in the marketplace for this segment of the food industry. McDonald’s reported they will “allow customers to get a side salad, fruit or vegetable instead of fries with value meals and promote water, milk and juice as the drinks for Happy Meals on its menus and in ads” (Nichols, 2013, para. 3). According to Robinson, Bloom, and Lurie (2005), a lawsuit was filed, Pelman v. McDonald’s Corp, claiming that fast-food marketers contributed to the obesity rate through misleading nutrition information. Although McDonald’s may not have added healthy food items to its menu because of lawsuits, it could be a potential motivator for McDonald’s to maintain its “hamburger” image, yet offer healthier food options for the healthy conscious culture.
Relationships Between Consumer Traits and Consumer Behavior
In addition to...

Other assignments on Psy322 Week 5

Course Syllabus Essay

2610 words - 11 pages ] | |“Intermediate Algebra with Geometry” | |5 credit/contact hours, 16 weeks | |Class |Date & Time: 7:00 - 9

Management Essay

1477 words - 6 pages Boeing Management Planning Heather Oetzel MGT 330 October 22, 2012 Joe Cheng Abstract Boeing is known as “the world’s leading aerospace company and the largest manufacturer of commercial jetliner and military aircraft combined ("The Boeing Company: About Us", 2012). Every company uses different types of management techniques including how the planning function of management is used. Planning allows organizations to develop how the

Assisted Suicide

1015 words - 5 pages Should physician-assisted suicide be legal? While I believe if one chooses to end his or own life through physician assistance for reasons that they chose, the choice should be up to the individual. Physician-assisted suicide should be at one's discretion. “Assisted Suicide, also called Voluntary Euthanasia, is currently a contentious issue in many countries. Because Euthanasia is legal in a few modern democracies: the Netherlands, Belgium

Tanglewood Case 1

797 words - 4 pages Tanglewood’s staffing strategy requires the organization to make key decisions about the acquisition, deployment, and retention of the organization’s workforce. In order to accomplish this, Tanglewood’s must make thirteen decisions regarding its staffing levels and its staffing quality. One of the first decisions that Tanglewood needs to choose is to acquire or develop talent. Tanglewood should try to develop their current talent because one

Nnnnn

1391 words - 6 pages Есе по въпроса: Кои от всички „действащи” лица могат да се разглеждат като морално отговорни и в какво именно? по казуса Форд „Пинто” Корпоративните злодеяния са нанесли повече вреди на обществото от всички улични престъпления взети заедно. Според данни на ФБР сумата от уличните престъпления възлиза на $3.8 млрд. годишно, а загубите от корпоративните измами между $100 млрд. и $400 млрд. годишно

The Penis

1052 words - 5 pages The short story ”The Penis” is written by Hanif Kureishi. The short story is about a penis, which has been separated from its owner Doug, who we hear from later on. At first though we hear about a guy called Alfie who was “a cutter – a hairdresser – and had to get to work”. He is having breakfast with his wife, when she asks him what he did last night, and if he had a good time last night? Alfie can not remember what he did last night, he then

Managed Care Paper

543 words - 3 pages Managed Care and Case Management Care Marvin Lloyd BSHS/402-Case Management 27 August 2012 Virgil Miller Managed Care are techniques employed to help reduce the cost for providing health benefits and a system for improving organizations quality of care

Media

439 words - 2 pages The life expectancy is lower; so people are not kept alive with drugs for decades in a virtual sleep state. There is less state education; so kids don't have it drilled into them that their only goal in life is to make money, at the cost of 'everything' else. The health care is less; so diseases, usually brought by Westerners, kill many more than they do in countries where drug companies can make a fortune from selling medicines that aren't

Chapter 6 International Business

7113 words - 29 pages Subsidies Learning Objectives 1. Describe the policy instruments used by governments to influence international trade flows. 2. Understand why governments sometimes intervene in international trade. 3. Articulate the arguments against strategic trade policy. 4. Describe the development of the world trading system and the current trade issues. 5. Explain the implications for managers of developments in the world trading system

Scope And Goals

279 words - 2 pages Introduction: Kudler Fine Foods is a specialty food store based in San Diego, California with its three locations in La Jolla, Del Mar, and Encinitas. Kudler Fine food prides itself on offering fresh and organic products that are carefully selected from local farmers and around the world. The organization has recently taken the initiative to start a Frequent Shopper Program to market and increase sales. This program will offer the customers a

Meerkat

251 words - 2 pages Meerkat The meerkat or suricate, Suricata suricatta, is a small mammal belonging to the mongoose family. Meerkats live in all parts of theKalahari Desert in Botswana, in much of the Namib Desert in Namibia and southwestern Angola, and in South Africa. A group of meerkats is called a "mob", "gang" or "clan". A meerkat clan often contains about 20 meerkats, but some super-families have 50 or more members. In captivity, meerkats have an average

Similar Documents

Mgt216 Essay

714 words - 3 pages The first ethical issue presented in the ethics game simulation was whether to warn consumers about the contaminated product and what information to provide consumers about the contaminant. The second ethical issue was whether to sell a product that does not meet U.S. safety requirements in a foreign market that has lower safety restrictions. G-BioSport was not required to meet prior approval from the Federal Drug Administration before they

Economy Effect Of Marijuana Essay

277 words - 2 pages Modern American History by Alan Renga 2nd Mid Term! You will be given 3 Short Essay questions and 20 Multiple Choice questions deriving from this list! 80 points total! The 1920s Warren Harding then Calvin Coolidge Tea Pot Dome 1st Red Scare Immigration Restriction, Sacco and Vanzetti Langston Hughes, Marcus Garvey, KKK Prosperity, advertising Prohibition, Al Capone Flappers, Clara Bow, Rudolph Valentino Babe Ruth, Jack Dempsey

The Vc Shakeout Essay

2033 words - 9 pages since 1997, before the internet boom. And VCs are unable to create IPOs and M&As for the start-ups they do find: The number and value of IPOs has declined to negligible levels, from $10 billion just a few years ago (17 IPOs per week in the U.S. in 2000 have dwindled to 15 IPOs in 2008 and 2009 combined). The lengthening time to liquidity for both IPOs and M&As lowers VCs’ internal rate of return given that evaluations are declining as well

Hospitals Paper

6014 words - 25 pages [Ohio] 3. St. John’s Health System [Missouri] 4. Intermountain Healthcare [Utah] 5. Providence Health & Services [Oregon] The advantage of being part of and Integrated Healthcare Network is that you can choose where you need your revenue to come from. You can have it come from your insurance company or from the many different hospitals is one seems to be struggling more than the other. If you have ever been inside a hospital or