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 Motivation is the drive that leads or invites a consumer to purchase the product. McDonald’s is an establishment that serves inexpensive, quick comfort food. It is also convenient based on locations and availability. The fast-food restaurant has also added indoor play structures to invite families to visit. For families with young children, the primary purpose of trip to a McDonald’s store is to entertain their children, and their secondary purpose may be to purchase food (McDonald’s, 2008). Perception is defined as the process by which people select, organize, and interpret information to form an opinion. The presence of a value menu highlights economical choices for those looking to spend less at the window. A common perception among fast food restaurants is that combination menus provide the best value; this is not always the case. Combination menus provide convenient ordering, but can also encourage a person to buy more than they would have without the combination menu. To keep up with trend in the food industry, McDonald’s often adds healthier options or more gourmet options. These additions to the menu alter a consumer’s perception of this establishment. Consumers have the