This paper analyzes consumer behavior while purchasing items at McDonald's. Some
of the criteria covered in the paper includes: influences on the customer, customer
mannerism while ordering, what items they purchased and interactions with McDonald's
When doing this project I went to the McDonald's closest to my house. I went
inside and ordered off the dollar menu, my order consisted of a 64oz. Sprite that is
currently on sale for 69 cents, and a crispy chicken sandwich. I knew going into the
restaurant that these were items that McDonald's carried. 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 64oz. 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.
Consumer's purchasing techniques and mannerism
I would say 75% of everyone who went inside was accompanied with someone. I
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
I estimated only 5% of the people I watched knew exactly what they wanted without
looking 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...