Cultural factors influence customer behavior —- McDonald’s marketing

strategies

Cultural factors as the one crucial characteristics influencing of consumer

behavior in marketing management that influences the customer’s choices and
buying behavior greatly, because there are different culture on different regions
and countries, culture is the most basic factor for understanding the personal
desire and consumption habit. The marketing strategies should be based on the
cultural diversity. Many global marketing and advertising have witnessed this
point, such as McDonald’s marketing and advertising strategies.

McDonald’s marketing has different strategy in different regions. Even in Asia,

the advertising content for each country is different. It is very subtle to reflect
cultural characteristics in different areas, including culture, subculture, and
social class.

Culture factors

For example, in Japan, most Japanese have high preferences on animations and
the animation in Japan is the fastest growing industry as well. So McDonald tends
to use more animation elements for marketing and advertising. It aims to attract
more target customers,including Kids, teenagers, even young adults.

Many well-known cartoons were used in McDonald’s advertisement marketing

that enhances the attractiveness and popularity of products.

Moreover, McDonald’s in China, Kung Fu and the movie stars of the show are
utilized in advertisement. Its marketing was integrated Chinese traditional
culture with star effect. Furthermore, for example, during Children’s Day in
China, the Kung Fu show was also integrated into the marketing activities. It
could be more popular in China because of the cultural identity.

Subculture

Some small subcultures are contained in the each culture, such as religions,
nationalities and racial group. When implement the market segment, the
marketers should consider the subculture. McDonald’s in Malaysia focused on
the local culture, religion and customs, it emphasised the family experiences, the
Halal logo are indicated in all kinds of Halal food advertising. It also emphasises
on good values with draw attentions of local customs. The customs in different
areas presents diversity.

McDonald considered the local eating habits to practise the different marketing
strategies. For example, many Chinese people choose Chinese food for breakfast,
McDonald’s launched a Chinese-style breakfast based on the eating habits.
Especially in 2013, McDonald’s no longer just focused on burgers, fries, the
Chinese food, like Fritters, soy milk and porridge, are also become its new
products. Because of persistent weakness in earnings growth, the US fast food
industry is exploring its transition in order to better engage the customers.