Consumer behaviour by Hayden Noel

By Hayden Noel

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What, if anything, should they change? Question 2 Do you believe that McDonald’s responds to religious infl uences appropriately? Question 3 In what other ways, in addition to restaurant design and the food, could McDonald’s respond to the different cultural/religious infl uences of the countries in which it operates? Chapter 2 Ethnic, religious and group infl uences 62 63 Unusual neighbours A McDonald’s drive-thru sign sits somewhat incongruously next to a temple in Bangkok, Thailand. McDonald’s has achieved global success by making small but signifi cant concessions to the different cultures of the countries where it establishes restaurants (for example, in line with local tastes, McThai serves several fi sh and chicken dishes but has fewer beef options).

The restaurants are operated by franchisees that pay rent and franchise fees to the corporation. The business was founded by brothers Dick and Mac McDonald in California, USA and was later purchased by Ray Kroc in the late 1950s. Kroc then embarked on an impressive expansion of the franchise, opening several restaurants in different states. The company became successful after focusing on providing quick meals at a moderate price to the consumer. The company continued expansion nationally in the United States and also globally.

In addition to helping to position the new brand as contemporary and ‘young’, the Punk’d-style advertising strategy effectively reached the young male target group. Chapter 1 What is consumer behaviour? 34 Coke offers a wide variety of choice within a single brand Coke works hard at minimising confusion by making sure all of their brands have distinct graphics and marketing. 35 Case study Methods of data collection The case of Coke Zero Questions and exercises Marketing Coke Zero around the world The success of the marketing campaign in the United States led to Coca-Cola using similar strategies around the world.

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