Consumer Behaviour - Perception Case Study on Mcdonalds

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Welcome (E 34) in McDonald's World

Perception

is the process by which people select, organize & interpret sensations.

McDonald’s Corporation

McDonald’s is the world’s largest fast food restaurants, serving nearly customers daily.

47

million

McDonald’s began in McDonald in California.

1940

with the first restaurant opened by brothers Dick and Mac

McDonald’s operates over

31,000

restaurants worldwide.

McDonald’s employing more than

1.5

million people.

The Information Processing Model

Exposure

Attention

Interpretation

Perception

Perceptual Selection
Stimulus Selection Factors

Novelty

Information Quantity

Color

Size

Position

Novelty

• Stimuli that appears in unexpected places in order to attract the attention of people.

Color
• As a part of their campaign “open at night” the billboard lighting has been directed in a way as to indicate the McDonald’s Golden arches

• Using contrast of Colors (Red & yellow) showing the wi-service

Position

• Selecting a good position with big size at eye level.

• Position of an object in a person’s visual field.

Size

• Size & frequency of Stimulus :

(Big Size also is a good tool to attract customer attention and show their variety of products)

Information Quantity

Perceptual Selection Personal Selection Factors

Experience

• In targeting Children; McDonald's created efforts to market itself as Family Restaurants. • They host private birthday parties for children & their friends, they distribute gifts. • Arrange games to create “Friendly & Warm” image which any child could relate to.

Perceptual Selection Personal Selection Factors
Perceptual Vigilance

• McDonald's has produced an innovative guerrilla marketing campaign during Zurichfest, Switzerland's biggest public festival. • They turned pedestrian crosswalks in front of their restaurants into giant french fry art. • During the festival, streets are...
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