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MBA Consumers As Individuals and Decision Makers Text
MBA Consumers As Individuals and Decision Makers Text
An overview
of the perceptual process
Stimuli sights, sounds, smells, tastes,
textures
Sensory receptors
Attention
Interpretation
Response
Perception
National values,
attitudes,
norms
Communicating homogenized
standards
Subculture
Social class
Organizations
Reference groups
Individual consumers
Family
Media
Fusion of cultures I.
Marketing strategy of McDonalds in India is going to be even a little bit more complex
in a subcontinent and multiethnic state like India. Apart from the Moslems, who are
represented in all regions with 5-15 % of the population, the religious community of
the Hindus forms a significant majority in some areas. This group declines the
consumption of any products from cows for religious reasons. From the perspective
of the marketing department of McDonalds therefore the challenge results, that
neither cow products nor pork products can be offered. Additionally, most of the
Indians consider the products of McDonalds as too expensive, very often there are
more expensive than a whole meal in a typically Indian restaurant.
The main part of the Indian McDonalds products is based on a vegetarian basis,
followed by a high share of fish- and chicken products. There where pork and beef,
which is common in Europe and Arabia, can not be replaced by implication, lamb and
goat is used. Thereby also typical Indian food is used as an addition to the basic
range. McDonald's plans to open another 40 restaurants across India, bringing the
total to close to 200, he said in an interview. Last year, the fast-food giant opened
about 25 restaurants. The popularity of Chicken McNuggets has helped boost sales
since their May introduction in India, he said. The deep-fried chicken pieces have sold
so well that some McDonald's stores were running out, he said. "We had to slow
down the marketing campaign."
Learning process
Marketing communication