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Essay / Comparison of McDonalds and Burger King - 2486
Comparison of McDonalds and Burger King1.0 SummaryThis report examines how the fast food industry uses consumer behavior principles and techniques to influence consumers. It explores the actions and observes the practices undertaken by the two most important players in this particular industry, namely McDonalds Corporation and Burger King Corporation. Using past and present research and statistics, this report provides a comprehensive analysis of consumer response to advertisements and products. the meaning behind the decision-making, emotions and lifestyles of consumers in this industry.2.0 Introduction2.1 ObjectiveThe objective of this report is to analyze how the fast food industry uses the principles and consumer behavior techniques to influence consumers.2.2 Scope of this analysis includes industry summary, market profile, industry influence on consumer behavior through learning and perception, consumer decision making and situational influences.2.3 MethodologyAll data used for this report were researched from academic journals and related books and publications.3.0 Industry Profile An industry is a commercial production and sale of goods ( Evans and Berman, 1995: 14). It is a specific branch of manufacturing and trading.3.1 Industry StructureThe fast food industry consists of countless big players such as McDonalds, Burger King, Kentucky Fried Chicken (KFC), Pizza Hut, Red Roosters as well as other smaller ones. size companies. In this study, the focus will be on the two major fast food service providers, namely McDonalds Corporation and Burger King Corporation. 3.1.1 McDonalds Corp. McDonalds Corporation is the middle of paper. .....the Lighten Burger Wars", in Journal of Advertising Age, p8Elgin, B (1999) "Whopper Woes", in Journal of Sm@rt Reseller, vol.2, p22Lee, J (1995) "Burger King attempts youth" in Journal of Marketing, p4(1)Neal, C & Quester, P & Hawkins, C (2000) "Consumer Behavior -- Implications for Marketing Strategy", 2nd ed., Sydney: McGraw-Hill Companies, Inc. Armstrong , G & Kotler, P (2000) "Marketing -- An Introduction", 5th ed., New Jersey: Prentice HallLayton, MA (2000) "Fundamentals of Marketing", 4th ed., Sydney: McGraw-Hill Companies, Inc. Evan, JR & Berman, B (1995) "Principles of Marketing", 3rd ed., Engewood Cliffs: McColl-Kennedy, JR & Kiel, GC (2000) "Marketing -- A Strategic Approach", Australia: Nelson. Thomson Learninghttp://www.mcdonalds.com visited October 20, 2000http://www.burgerking.com visited October 20 2000