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Consumer Behaviour

Consumer Behaviour

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Published by Zivan Sekulic
mc donalds
mc donalds

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Published by: Zivan Sekulic on Apr 20, 2010
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12/18/2013

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European Business School London
BABM DISSERTATION
CONSUMER BEHAVIOUR
What factors are currently influencing the consumer decision-making process in the fast food restaurant industry in the UK, andhow is McDonalds responding to changing environment andconsumer behaviour?
Rok Zerjal
 Tutor: Richard Mannix
1
 
ACKNOWLEDGEMENTS
Writing and putting together this dissertation has been both exiting and challenging. Indeed, Ihave been able to work on really interesting topic- consumer behaviour.In twelve weeks time that we have been given to write this dissertation have been veryintensive, to some extend exhaustive as well, and have taught me how to deal with a greatamount of information and work within limited period of time.I have now completed my dissertation of Business and Management degree program at theEuropean Business School London, and I would like to take this opportunity to thank a few persons in for their direct or indirect contribution to my work.Firstly, I would like to thank my tutor Mr. Richard Mannix, Subject Leader Marketing EBSL,who has been indeed extremely supportive and understanding whilst I was progressingthrough my work. Without him I believe that I would not be able to write my dissertation inthe way it has been written.Finally, I would like to thank my family, my dad who has provided me with some ideas, andmy mom, who has contributed with her thoughts while deciding upon my dissertation topic,as well as I am thankful for her support and patience during the past weeks.Rok ZerjalLondon 4
th
of December 20062
 
TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION 
1
1.1 Consumer behaviour
1
1.2. Fast food VS Junk Food
1
1.3 Obesity in the UK 
2
1.4 Fast food industry in the UK 
2
1.5 McDonald's Corporation background
3
1.6 Research question
4
1.7. Plan of the dissertation
5
CHAPTER 2: LITERATURE REVIEW 
6
2.1 Consumer decision-making process
6
2.2 Consumer attitude formation and change
8
2.3 The marketing mix
9
CHAPTER 3: RESEARCH METHODOLOGY 
12
3.1 Research philosophy
12
3.2 Research approach
12
3.3 The purpose of the research
12
3.4 The research strategy
13
3.5 Data collection techniques and analysis procedures
13
3.6 Sample selection
14
3.7 Data collection
15
3.7.1 Group interviews- focus groups
15
3.7.2 Questionnaire
16
3.8 Models employed in dissertation
17
3.8.1 Consumer decision-making process
17
3.8.2 Tri-component Attitude Model
18
3.8.3 Hierarchy of Effects Concept
19
3.8.4 PEST Framework 
203

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