...Content 1.0 Introduction…………………………………………………………………..2 2.1 Burger King Background……………………………………………..2 2.0 Psychological factors………………………………………………………...3 2.1 Perception……………………………………………………………...3-4 2.2 Consumer learning and Memory………………………………………...5 2.2.1 Consumer Learning………………………………………………...5 2.2.2 Consumer Memory…………………………………………………6 2.3 Motivation………………………………………………………………..7 2.4 Attitude…………………………………………………………………..8 2.5 Personality……………………………………………………………9-10 3.0 Sociological factors…………………………………………………….10 3.1 Socio-culture……………………………………………………………10 3.1.1 Sub-culture………………………………………………………..11 3.1.2 Media……………………………………………………………...11 3.1.3 Family……………………………………………………………..12 4.0 Decision Making Process………………………………………………13 5.0 Conclusion…………………………………………………………………14 6.0 References…………………………………………………………………..15 1.0 Introduction Consumer behavior is a decision process and physical activity that an individual involve in obtaining, using and deposing of goods and services. In this report, it shows how psychological, sociological and marketing mix factors combine to influence customer purchase behavior and decisions of The Burger King. 1.1 Burger King Background Burger King is an American internationalization fast-food restaurant providing hamburger. Burger King has been very successful fast-food chains that provide healthy and big portion of burger. The headquartered of the Burger King Corporation is located in Florida, United States. Burger...
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...Executive Summary Industry and macro-environmental analyses of the international restaurant industry provides an overview of the industry and reveals the conditions that impact competitiveness and profitability of the industry’s players. The industry is split in two sectors: full-service restaurants (FSR) and limited-service restaurants (LSR). FSRs typically have a wait-staff; LSRs do not have wait-staff. The top five countries, in terms of total number of foodservice outlets, are: China, India, Brazil, Japan, and the US. The industry is of low concentration. Combined, the top industry players make up less than 3% of total global industry revenues. In terms of size, 2013 global sales were $2.6T, up 4.9%. The 2013 global labor force was 62.4M employees, up 2.4%. In accordance with Porter’s Five Forces framework, the forces that shape competition in the restaurant industry have a moderate to high impact on competitiveness. There is a moderate threat of new entrants and a high threat of substitutes. Buyers have a high degree of bargaining power and suppliers have a moderate degree of bargaining power. The restaurant industry is highly competitive and experiences intense rivalry. In terms of macro-environmental factors, emerging markets around the world over are having an impact on how restaurants execute strategy both domestically and abroad. The growth of the middle class in emerging markets, such as China and India, presents a new demographic and an opportunity...
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...troughing during the April 2013 earnings season. Our year-end 2013 S&P500 price target is 1434, and our bull and bear targets are 1733 and 1135 (Exhibit 1). Our EPS outlook for 2014 is $110.21, up from our 2013 forecast of $98.71, both well below consensus. Improving Michigan Confidence and tightening corporate spreads drive the relative improvement in our earnings outlook. Please see our Interactive Model: S&P500: 2013 Year-End Forecast, also published today, to play with key assumptions and change assumptions for EPS, S&P price-to-earnings multiples and the year-end price target. 3 Themes - China, Yield and Mega Cap Quality: We recommend increasing China exposure, as China-centric US equities have lagged (Exhibit 22) and are cheap (Exhibit 24) vs. US-centric equities. Our Global Economics Team forecasts 1H 2013 China GDP growth will be improving, something not assumed in either the US or Europe. We...
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