Examination of the Marketing Communication Strategy of McDonald's in UK, its Impact on the Buying Behaviour of Consumers and Consideration of Factors Contributing to the Success or Failure of the Brand.

Abstract

Statement of the issue:

The problem statement of the dissertation is, “To examine the marketing communication strategy of Mc Donald's in UK, its impact on the buying behaviour of consumers and examination of factors contributing to the success or failure of the brand”.

Importance of the issue:

Problem statement is of significant interest and importance as it shows the effect of McDonalds marketing communication strategy on aspects such as; sales, consumer buying behaviour, consumer’s attitude towards food and association of factors contributing to the success or failure of the brand.

Statement of methodology:

In primary research, the researcher selected respondents between the age of 18 and 51 years and over. The researcher conducted 150 questionnaires out of which 120 were selected for final formation of results. The researcher used online sources such as surveymoney.com and conducted self completion surveys to gather results by conducting survey in University of Hertfordshire and giving questionnaire to acquaintances across UK. In secondary research, the researcher used Keynote and Mintel to gather data.

Statement of Findings, analysis and outcomes:

Sales promotion and advertisement influence consumers to buy McDonald’s products. McDonalds spend most of its marketing budget on Television advertisement and barely do any research regarding specific age group and gender of the consumers who see McDonald’s advertisement through any particular media in order to allocate its marketing budget on different communication media in more appropriate manner. Most importantly, 93 percent of the consumers visit McDonalds on infrequent basis.

Statement of Conclusions and recommendations:

Marketing communication strategy of McDonalds is not contributing to bring the 93 percent of the infrequent consumers to the restaurant. Contrary to this, sales promotion helps to change the buying behaviour of consumers. As far as the recommendations are concerned, McDonalds should focus on appropriate allocation of budget across different communication mediums and must focus on removing the negative image of fast food among the consumers.