1. Consumer behavior:
consumer behavior is the study of individuals, groups or organizations in the way they choose, secure, buy of the products, services, experiences. It is based on consumer buying behavior to answer questions about what customers want to buy, where, how and how much they buy, when and even why they buy. When a company can really understand these questions, they can take competitive advantages from their rivalries by knowing how customer respond to different product features, prices, advertising appeals and even revenues. Having a deep understanding about how customer respond with different features of products, marketers can know how to motivate and satisfy their customers, it is necessary for policy-making to better define the most effective tools for influencing behaviors and applying the most effective policies. However, consumer behavior is influenced strongly by a lot of aspects include both external influences such as: culture, demographics, social class… and internal influences, such as motivation, emotion, attitude… In this assignment I will focus on how an understanding of demographic influence on consumer behavior can assist businesses in general as well as a specific company I have chosen, McDonalds in the United States.
The Term Paper on Consumer Attitudes Towards Counterfeit Products
Counterfeit products and materials are knock-off, bootleg, pirated or other illegally produced materials that are produced and sold in violation of the Intellectual Property Rights (IPRs) of others or in a manner that fraudulently represent their quality or origin (Porteus, 2002). Despite the various anti-counterfeit efforts of multinationals and international trade organizations, counterfeiting ...
2. Demographic influence:
Demography is the study of human population in term of size, density, location, age, gender… Demographic environment is of major interest to marketers because it involves people who make up markets. The world population now is growing at an explosive rate that can cause a lot of opportunities and challenges to marketers to identify consumer behavior. In term of consumer behavior, a growing population means growing human needs to satisfy which leading to larger market opportunities. In the United States, there are a lot of changes in demographic environment. And here, I will discuss the most important ones. First of all, the most significant trend in the U.S population is the changing age structure. Go along with the world population, the U.S population is getting older with the combination of many generations. Secondly, the U.S families also have a lot of changes. People seem to marry later and have fewer children. Furthermore, there are geographic shifts in the U.S population such as: movement to the Sunbelt states, movement from rural to urban and suburban areas, movement from the city to the suburb,… Added to this, a better-educated and more white-collar population as well as increasing ethnics and racial diversity also influences on consumer behavior.
3. McDonalds:
McDonalds is one of the largest and best known global food service retailers with more than 30 000 restaurants in 121 countries serving 47 million customers everyday. Headquartered in the United States, the company started in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald. McDonald’s primarily sells French fries, hamburgers, milkshakes, and then expanded its menu to include fish, fruit and smoothies. It is not only famous for its food quality, well-trained staff but also for its excellent marketing campaign with sensitive analysis and satisfaction for its customer. McDonalds is so well when remaining its reputation in United States over years as well as catching new trends in consumer behavior. Understanding of the demographics of the United States devotes an crucial part for McDonalds success due to following reasons.
The Term Paper on Mcdonalds 2012-2013
... Wings said. McDonald’s is maintaining a robust menu innovation pipeline in the United States in order ... experience to so much of the UK population. The stats are startling. Our restaurants are ... by press activity targeting mums in consumer magazines. McDonald’s will work with a number of ... behavior on the part of Kroc was denied by the McDonald’s Corporation. They preferred to strike out McDonald ...
