Sebastianne Euclid J.
Dumigpe
BSBA MM 1-B
Market Segmentation
Geographic Demographic
The video showed the
consumers at McArabia it
showed that McDonald’s
Saudi Arabia was a family centered
company and that they are
diverse when it comes to
different locations around
the world. They based the
McArabia for people in
Arabian countries and that
made them feel special
because they have a
limited and unique menu
that only McArabia can
access. With people in
Saudi they have a large
family size, the larger the
family the more products
and services will it use.
In India they also have
large families which then
causes the 300+
McDonald’s in India to
India supply products and
09/04/2021
Psychographic
It showed that the
McDonald’s in Saudi
offered authentic Arabian
flavors, they introduced
the McArabia Chicken
which gives them a
representation of their
culture.
Indians mostly prefer
spicy food which they
indicated in the
advertisement. They base
their cuisine and lifestyle
Marketing
Behavioral
McArabia displayed
personalization for them.
McDonald’s
showed/created the
products for their
enjoyment and that they
knew that the consumers
from Arabian countries
would like the food they
showed because they
integrated the taste of what
Arabians are used to.
They integrated a localized
menu, delivered with
precision quality at a price
that works. One other trick
they have used very
services to its consumers.
All of the McDonald’s in
India or in Muslim
countries provide HALAL
certified food or animals
must be slaughtered by a
Muslim, it must be done
by hand and not by
machine. The McDonald’s
menu in India has no beef
or pork products, they
serve a range of vegetarian
options as well as poultry
(chicken) and fish.
with spicy foods so that
the product which
McDonalds presented the
McSpicy which they very
much enjoyed. They also
included the Rice Bowl
which is very important
for Indian culture. Rice is
a symbol for both hunger
and fulfillment. It gave
them a connection for
them to like McDonalds.
effectively is an entry-
level ice cream which
fuels the ability for
consumers who might not
ordinarily be able to afford
to become a customer.
Which gave McDonald’s
an edge for their selections
and it also made it feel
personal and it touch with
their religious side. They
are mostly in McDonald’s
during dinner or special
occasions.