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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 turned into pedestrian thoroughfares, enabling the use of the crosswalks for promotional purposes.

Perceptual Selection Personal Selection Factors

Adaptation

Interpretation 1-Closure principle

Greeting Card Fries draw Christmas tree.

Greeting Card Fries make Hand shape. Fries draw (M )

The mind tendency to see The “smile “ and relate it to McDonald’s.

2- Principle of similarity

Opening of a new branch

3-Figure Ground Principle

Dominate: Sandwich Background: coffee Bean Brown color

Dominant :Rock ‘n Roll Fries Background: Hand

The Sensory

Individually, each sense is powerful & together, all five senses dictate our emotions

Smell triggers memory, Sound changes mood & Touch builds trust.

• This innovative adv. of McDonald’s in Turkey is a perfect example of multisensorial promotion. • This adv. fixed to a road side bus stop is designed to look like a McDonald’s counter, a French fry scent dispenser is added to give the passer by a feel of being in one of the McDonald’s outlets. • The smell and the sight of food would arouse hunger of the on looker and would make him think food and think McDonald’s.

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