Consumer Buying Behaviour: McDonald's Essay

I had seen the advertisement about the drink on T. V. And on signs the restaurants display exteriorly, and have always purchased chicken sandwiches from this restaurant. Going Into the restaurant I was greeted by the cashier whom asked: “Welcome to McDonald’s, how may I help you? ” I replied back by saying “hi” and proceeded with my order. I ordered the crispy chicken sandwich with no tomatoes and the jazz. Sprite. It took me about 73 seconds to get my food. While eating, I sat down and monitored other consumers purchasing food. Here is what I saw.

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Consumer’s purchasing techniques and mannerism have a feeling that amount would be much lower if I was observing the drive-thru lane. Almost 80% of everyone accompanied asked their companion what they were getting to eat before actually purchasing anything. It seemed to me most girls that were accompanied with a male whether it would have been boyfriend or husband, purchased a salad. I believe that the girls were trying to show their companion that they were eating healthy. I estimated only 5% of the people I watched knew exactly what they wanted without cooking at the menu.

About 40% of the people stood back away from the counter about 4 feet while looking at the menu even though they were next in line. Roughly 20% of all people started with the work “um” before saying what they actually wanted to eat. Many people put their hands in different places while they were ordering. The most common was putting their hands on the counter. Also, placing hands in pocket which may be attributed to reaching for their money. Another, was that people would point to the menu when they said their order. Questions?

Many customers asked questions as you probably assumed. The biggest question was: what’s on the blank? Blank means the type of sandwich being asked about. I estimated special order when purchasing it. Another big question that I heard was about substitution of an item, whether it was a milk shake in replace of the soda or a salad in replace of fries, this only applies to value meals. Typical Customer Since McDonald’s has been around so long many people know their menu by heart. I am one of those people. I can tell what sandwich comes with certain value meals.

For example the #7 is a crispy chicken sandwich, which comes with a medium fry and drink. I would say a “typical customer” would be one that maybe spends about 30 to 40 seconds looking at the menu, and then proceeds to order. This is opposite of ordering food at nice sit-down restaurant, where it may take you 5-10 minutes to look at your options. Those who have been to McDonald’s a million times and like me have the menu already mapped out in their head as they’re driving there, can walk right up and order.

People that onto go to McDonald’s very often, are either more tight with there money or are healthy eaters, and would require more time looking at the menu. Kids are probably the easiest to buy for, the kid knows he wants a Happy [email protected] but has to decide on either a hamburger, cheeseburger or Nuggets. Normally kids either like cheese on the burger or they don’t so that eliminates one option. I believe the kids that were there during they could play at the Mac’s Palace. Environment McDonald’s markets themselves strongly to kids.

With this being said I think 70% of he people inside McDonald’s were kids with their parents. In addition, I believe that’s why McDonald’s has such a strong drive-thru operation. Many people don’t want to be around winy kids and parents yelling at them. Conclusion McDonald’s is an American icon. Since 1948 McDonald’s has stood for variety, family oriented and also being a community leader. During this observation I learned lot about people reactions, mannerism and influences while at McDonald’s. Has thrived in the fast-food world for so many years due to constant evolving and customer service.


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