Factors Influencing Consumer Behaviour: A Case of McDonald’s

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A.A. Gde Satia Utama
Navaneetha Kumar
Sam Jing Wen
Daisy Mui Hung Kee
Tan Min Er
Tan Pei Xin
Yeoh Jun Yuan
Mohideen Hasifa A
Vaishnavi Yadav
Rajesh Kumar Nair
Wulan Ruhiyyih Khanum
Kshitij Shukla
Varsha Ganatra

Abstract

The purpose of this research is to examine the elements that affect the behaviour of consumer in the fast-food industry (McDonald’s). It also aims to investigate how McDonald’s responds to alter environment and consumer behaviour. The effective recommendation will give after carried out the research. This is relevant to research on such topic as obesity and other health associated problems that currently facing have attracted public attention. As a global fast-food company, McDonald’s has a strong vision of being the best fast-service dining experience in the world fast-food industry. Being the best means offering superior value of product and service in good quantity and quality so that every consumer satisfied with McDonald’s. McDonald’s believe that job satisfaction and motivation are one of the contributing factors to consumer behaviour of McDonald’s. A quantitative approach was adopted and self-administered questionnaire survey was distributed to collect data from the consumer.

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