Consumer Behavior and McDonalds - Essay Example

Consumer Behaviour and McDonald’s The literature on Consumer Behaviour and particularly on developing and conceptualizing models that explain and eventually predict the purchasing process, the decision making as well as the criteria for selection on the part of buyers is non exhaustive. Academics, scholars and researchers in both the marketing discipline and in the overall consumer research have proposed several theoretical perspectives upon which the evaluation, assessment and understanding of the consumer behaviour is to be build (Solomon et al., 2007). This paper will review some of the most important theories that pertain to the overall discussion of consumer buying behaviour and will provide some empirical evidence with regards to McDonald’s marketing applications towards this end. One of the most important acknowledged consumer theories is the five stage consumer behaviour model (Blackwell et al., 2001; Kotler, 2003). The five stages model suggests that the decision making process is a sequential step procedure that incorporates time width within the overall framework of consumption patters and decisions on particular products and brands over competing ones (Shiffman and Kanuk, 2007). The five stages of this model are: problem recognition, information search, evaluation of alternatives, decision to purchase and finally post - purchase evaluation (Kotler, 2003). The specific model views consumer behaviour as an integrated system of interrelated buyers’ attitudes and decisions which eventually sum up to the overall consumer behaviour (Solomon et al., 2007). The first input in the behaviour process is the identification of the problem (Kotler, 2003). In this stage consumers recognize the need for the prospective purchase decision. The second stage refers to the search of information with regards to alternative products in an attempt to construct an evaluation of these alternatives (which is the third stage) and eventually make the decision (the fourth stage). The critical issue in this model is that it entails a fifth stage (post purchase evaluation) which is sought to mediate the current buying behaviour with the future buying behaviour (if post purchase evaluation is positive, then consumers are likely to re-purchase the given product or brand) (Shiffman and Kanuk, 2007). Although the five stages model of consumer behaviour has been widely accepted by the majority of scholars and practitioners, there are significant flaws and gaps that it fails to address. The first important problem of the model is that it is based on the assumption that the decision making process is a product of rational thinking and rational behaviour (Solomon et al., 2007). Consumers are not necessarily rational individuals who base very single purchase decision on the ‘economic’ benefits attached to the consumption of the products. Johns and Pine (2002) argue that especially in the fast food market (in which McDonald’s compete) this highly discredits the five stage model. Fast food products do not require ‘high involvement’ on the part of consumers and therefore the entire process of ‘information search and evaluation of alternatives’ becomes so minimal that it is not encountered in the decision making process and the overall consumer behaviour. In this extend, as Johns and Pine (2002) suggest fast food companies (under the perspective of the five stage model) cannot actually implement and adopt any marketing practices to affect consumer behaviour (as it is presupposed to be based on the rational decision making process). Moreover, as Baltas (2005) indicates, this model focuses on the external stimuli and the external environment that influences buying behaviour and thus fails to encompass the significant contribution of the individual consumers’ disposition, personality, cultural background and other relevant characteristics that have a profound impact on the decision making process. A second model discussed extensively in books and journal available in literature is the one that explains consumer behaviour in the context of three fundamental elements; the cognitive element (which pertains to the beliefs and perceptions of buyers over products), the affective element (which pertains to the feelings and emotions over the products) and the conative or behavioural element (which pertains to the actual intent of consumers to purchase) (Blackwell et al., 2001; Mowen and Minor, 2000). Mowen and Minor (2000) state, that buying intention actually reflects the predictable behaviour of consumers in the close future buying decisions. This means that, the attitudes and the beliefs (that are studied in consumer research) are indeed developed and shaped throughout a learning process which is affected by various aspects such as social groups, experience, received information and personality (Kotler, 2003). Therefore, buying intention becomes the driver of buying behaviour with regards to shaping attitudes over purchasing a product or not. Schroder and McEachern (2005) state that towards this model, fast food organizations such as McDonald’s attempt to create and initiate marketing activities that eventually influence the consumer’s beliefs and feelings. For example, McDonald’s has been intensively focusing on creating communication messages and advertising campaigns that are oriented towards establishing a ‘connection’ between the brand and the prospective buyer. McDonald’s communicates positive associations of the brand and thus it influences not only the cognitive but also the affective element of the consumer behaviour process (Schroder and McEeachern, 2005). Moving on to a third consumer behaviour model, Hoyer and Macinnis (2007) discuss the impact of the personality type of individuals on the overall decision making process. Personality traits, characteristics, dispositions and cultural or social backgrounds are found to be very significant indicators of the consumers’ behaviour (Johns and Pine, 2002). Schroder and McEachern (2005) further argue that especially in the fast food market, this model appears to be the most suitable in explaining partially the consumption patterns and in providing substantial evidence to marketers in order to design, coordinate and implement marketing practices and activities. Hoyer and Macinnis (2007) identify six theoretical perspectives on the consumers’ personality traits: (a) the optimal stimulation level; which suggests that consumers tend to select (for example for their eating habits) products that are rather moderately affecting their ‘senses’ instead of ‘too much’ or ‘too little’. (b) Dogmatism; which refers to the degree in which consumers prefer traditional or new, stream products. (c) Frugality; this involves the extend to which consumers are oriented towards long term goals of their consumption (for example these consumers will avoid purchasing fast food products due to the long term harmful effects). (d) Self-monitoring behaviour; this refers the way in which consumers are affected by others in their consumption habits. Johns and Pine (2002) state that McDonald’s marketing strategies for example highly target consumers with high self-monitoring behaviour (individuals who are easily influenced by others) through its communication messages that involve reflections of groups and communities consuming the brands. (e) National character; this involves the degree in which the national or local culture affects consumer decision making. As Scroder and McEachern (2005) claim for example UK consumers are more apt in fast food consumption than any other European cultures. McDonald’s thus, within this framework focuses extensively on the promotional campaigns in the UK market where there is a larger pool of customers. (f) Competitiveness; this refers to the extend in which consumers are driven by their effort to ‘outweigh’ others with regards to their consumption habits. For example, competitive consumers are often those who wish to try new products first or be the sole purchasers of a given brand. Schroder and McEachern (2005) state that fast food companies often launch new products in the onset of influencing this type of consumers. For example, McDonald’s has been often engaging into introducing new brands in an attempt to capture this potion of the market. Finally, the last consumer behaviour model that is reviewed in this paper is that proposed by Schroder and McEachern (2005) and which relates to the ethical and healthy consumption especially in the fast food market. During the last years there is a shift in consumers’ behaviour away from fast food products and towards more healthy and of nutritional value products. Simultaneously, there is an overall trend towards ethical purchases with regards to companies’ social responsibility (for example environmental responsibility). The ethical consumer will choose to purchase products or brands that incorporate both a healthier life style and a responsible behaviour. For example, McDonald’s, competing in the fast food market, is significantly trying to reposition itself and modify its brand image towards a more favourable in the minds of consumers with regards to ‘healthy’ and ‘environmentally friendly’ products. For this reason, McDonald’s lately stresses that its ingredients and its raw materials are not genetically – processed or do not involve industrialized means of production. In addition to that, the company during the last years has focused extensively on promoting ‘recycling’ and environmentally friendly behaviour through the design of new packages which are from recycled materials and through several initiatives on actions and practices over the sustainability of the environment. Consumers appear to be eventually influenced by these activities and for this reason, despite the fact that there are trends towards ‘healthier’ eating habits, individuals continue to show preference on fast food chains such as McDonald’s (Schroder and McEachern, 2005). References Baltas, G. (2005). Exploring consumer differences in food demand: a stochastic frontier approach. British Food Journal, 107(9), pp. 685 – 692 Blackwell, R.D., Miniard, P. and Engel, J.F. (2001). Consumer Behavior. Ninth Edition, Fort Worth: Harcourt College Publishings Johns, N. and Pine, R. (2002). Consumer behaviour in the food service industry: a review. British Food Journal, 21(3), pp. 119 – 134 Hoyer, W.D. and Macinnis, D.G. (2007). Consumer Behaviour. Fifth Edition. Mason, OH: South Western Publishers Kotler, P. (2003). Marketing Management. International edition. Upper Saddle River, NJ: Pearson Education Inc. Mowen, J.C. and Minor, M. (2000). Consumer Behavior: a framework. Englewood Cliffs, NJ: Prentice-Hall Pubs Solomon, M.R. and Dann, S. and Russell-Bennett, R. (2007) Consumer behaviour: buying, having, being. NY: Pearson Education Ltd Schroder, M.J.A. and McEachern, M.G. (2005). Fast foods and ethical consumer value: a focus on McDonald’s and KFC. British Food Journal, 107(4), pp. 212 – 224 Schiffman, L. and Kanuk, L. (2007). Consumer Behaviour. Ninth Edition. NJ: Prentice Hall Read More