...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...
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...Consumer Traits and Behaviors PSY/ 320 Consumer Traits and Behaviors Consumer traits and behaviors, what are they? Consumer traits and behaviors could be defined as the conducts and characteristics that consumers show in searching for, purchasing, using, evaluating, and disposing of products and services that they hope will satisfy their different needs (Schiffman & Kanuk, 2010). Consumers are influenced by different factors on what, when, where, how and why they buy a product or service. Some aspects influencing consumer traits, behaviors and how messages are received are psychological, social and culture process. Aspects as personalities, age, interest, believe, cultural background, social classes, among others are important elements to keep in mind when developing a marketing communication plan to reach the desired segment more effectively and motive decision making on customers. Consumer behavior focuses on how individual consumers and families or households make decisions to spend their time, money, and effort on consumption-related items. How they evaluate a product or service after the purchase, the impact of such evaluations on future purchases, and how they dispose of them (Schiffman & Kanuk, 2010). There are different motivations for what consumers make their purchasing decisions on and these are basically based on their innate and acquired needs. These needs stimulate people’s feelings and actions toward a product or service. We will be then identifying...
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...Environmental and Consumer Influences Analysis Environmental and Consumer Influences Analysis Nikki Casalena-Pogue PSY322 March 19, 2012 April Ward Environmental and Consumer Influences Analysis People should not be pigeonholed into one or two categories therefore companies have to expand their brands to fit into the lives of consumers. People are unique and so are the preferences of each man and woman. A product, such as laundry detergent, that so many consumers use, the manufacturer has to expand that product to suit the various needs and desires of the consumer. Many factors influence the purchase of a product: psychological factors and social factors. Along with external factors that affect consumer behavior, such as social, ecological, and cultural. Psychological factors are termed by a science dealing with the study of behavior in people (Psychological Factors, 2012). The factors that influence consumer behavior toward laundry detergent purchases are personality and family, among others. The personality of the purchaser determines which type of detergent he or she buys. The consumer can choose from more than 80 different laundry detergent brands in the United States (Laundry Products: Laundry Detergents, 2012), but the consumer typically will choose just one and maintain purchasing that brand. Personality influences why people continue with one brand through consistency. Consistency shows there is generally a recognizable order and regularity to behaviors. Essentially...
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...Marketing Research and Promotional Message Becky Waldron PSY322 January 15, 2013 Vincent Bonina Marketing Research and Promotional Message Although still widely overlooked, women make up the majority of consumer purchases not only in the United States but worldwide. Studies show that women make 80% of the purchases in the United States, which amounts to $7 trillion dollars a year. When the marketing plan is focused at women, research needs to be current and ongoing, through surveys, and market statistics. When expanding the marketing message to include women or focus on women, focus on the following questions: what are women’s needs, perceptions and attitudes? How may these be used to create a marketing message? The traditional role of a woman in business and the household has changed dramatically over the past forty years. Therefore, so have needs, perceptions and attitudes of today women. The women of today are liberated worldwide more than ever before. Women around the world now have more life options, control of their lives more and this trend is expected to grow exponentially. More women are entering the workplace, resulting in women delaying marriage. These women have decided to continue their education and boosting their careers by making it the focus. Today’s workplace women are also putting of having children until they are in their thirties and forty’s, if they chose to have children at all. Generation Y has a renewed outlook on motherhood. Women...
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...Consumer Psychology Article Review Annie Pettigrew PSY322 May 10, 2014 Chawn Williams Consumer Psychology Article Review “Consumer psychology is a specialty area that studies how our thoughts, beliefs, feelings and perceptions influence how people buy and relate to goods and services. One formal definition of the field describes it as "the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society"." Professionals in this field look at things like the decision making-process, social persuasion and motivation to help understand why shoppers buy some things but not others. In this overview of the profession, learn more about what consumer psychologists do and where they work (About.com, 2014).” In the article, The Consumer Psychology of Brands, the consumer judgment of brands is discussed. The article shows a model of brands that includes practical studies such as brand categorization, brand affect, brand personality, brand symbolism and brand attachment. “The model below shows the difference between three levels of how a consumer engages (object centered, self-centered, and social) and five process (identifying, experiencing, integrating, signifying and connecting). The article concludes with research ideas to test the model using both standard and consumer-neuroscience methods. ("The...
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...CONSUMER PSYCHOLOGY & MARKETING COMMUNICATIONS PSY322 May 13, 2013 Charles Dudek This purpose of this paper is to analyze two articles in the context of consumer psychology and marketing communications. The fist part will define consumer psychology looking at why consumer behave the way they. The paper will also examine how research has made it easier to predict human behavior exploring its benefits. The aspect of using what has been learned about consumer psychology will be looked at, more specifically with young consumers. Most people learned early in school that “ology” mean the study of when speaking of a science such as biology or physiology these are for the most part exact and most variables are controlled. However, when we look at human psychology it is a different animal altogether, literally. Human behavior can be extremely unpredictable. Defining consumer psychology can be difficult to do in just a phrase or sentence. There are many factors that go into why consumers behave the way they do. Motivation is one of the most important factors. Consumer psychology is most commonly defined, as the study of how and why consumers buy products and services. One could argue that a better definition would be Consumer psychology is the study of human motivation. What drives us, what are the known and unknown needs at the core of our psyche? Whether it be what we buy, what relationships we seek or what self-actualizing dreams we seek to fulfill...
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...Case Study Analysis_WK5 PSY322/Consumer Psychology and Research June 16, 2013 Case Study Analysis The subject case studies are designed in order to conceptualize the cross-cultural consumer behaviors, their effects on business and company activities while analyzing the case study. The main realm of subject study is the consumer behaviors in global perspectives. The studies are also aimed to create the sense in the students about how to analyze the case study. So to achieve the said objectives the extensive literature review is conducted including the evaluation of consumer behaviors and their decisions regarding purchases while including the lessons learned by the Apple regarding the differences in consumer behavior and purchasing decisions between the Japanese market and the market outside of Japan. The consumer behaviors during the field survey administered under subject study are found dissimilar across the cultures. These dissimilarities in behaviors of the customers across the cultures affect the company’s marketing mix strategies. These effects are discussed in sections created below. Likewise the lessons learned from the Walt Disney Company about consumer behavior and purchasing decisions at Hong Kong Disneyland has also been added as a part of study while explaining various issues that may influence the behaviors of the consumers. Lastly the survey administered identifies the reasons behind the Japanese consumers’ behaviors of hating the iPhone...
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...Environmental and Consumer Influences Analysis Nikki Casalena-Pogue PSY322 March 19, 2012 April Ward Environmental and Consumer Influences Analysis People should not be pigeonholed into one or two categories therefore companies have to expand their brands to fit into the lives of consumers. People are unique and so are the preferences of each man and woman. A product, such as laundry detergent, that so many consumers use, the manufacturer has to expand that product to suit the various needs and desires of the consumer. Many factors influence the purchase of a product: psychological factors and social factors. Along with external factors that affect consumer behavior, such as social, ecological, and cultural. Psychological factors are termed by a science dealing with the study of behavior in people (Psychological Factors, 2012). The factors that influence consumer behavior toward laundry detergent purchases are personality and family, among others. The personality of the purchaser determines which type of detergent he or she buys. The consumer can choose from more than 80 different laundry detergent brands in the United States (Laundry Products: Laundry Detergents, 2012), but the consumer typically will choose just one and maintain purchasing that brand. Personality influences why people continue with one brand through consistency. Consistency shows there is generally a recognizable order and regularity to behaviors. Essentially...
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