CONSUMER BUYING BEHAVIOUR- TREND ANALYSIS FOR MC DONALD’S AND DOMINO’S

Made under the guidance of-Dr. Devika Vashisht

Assistant Professor, IBS Gurgaon, India

CONSUMER BUYING BEHAVIOUR

Consumer buying behaviour is the sum total of a consumer's attitudes, preferences, intentions, and decisions regarding the consumer's behaviour in the marketplace when purchasing a product or service.

Need to understand:• why consumers make the purchases that they make?• what factors influence consumer purchases?• the changing factors in our society.• Consumer Buying Behaviour refers to the buying behaviour of the

ultimate consumer.

TYPES OF BUYING BEHAVIOUR

• Routine Response

• Limited Decision

• Extension Decision

• Impulse Buying

TREND ANALYSIS

A trend analysis is an aspect of technical analysis that tries to predict the future movement of a stock based on past data. Trend analysis is based on the idea that what has happened in the past gives traders an idea of what will happen in the future.

There are three main types of trends: short, intermediate and long-term.

MC DONALD’S

McDonald’s is the world's leading food service retailer with more than 30,000 restaurants in 119 countries serving 47 million customers each day. It is one of the world's most well-known and valuable brands and holds a leading share in the globally branded quick service restaurant segment of the informal eating-out market in virtually every country in which they do business.

In the late 1940s, Dick and Mac McDonald’s pioneers of McDonald’s were searching for a way to improve their little drive-in restaurant in San Bernardino, California, U.S.A.; they invented an entirely new concept based upon speed service, low prices, and big volumes. Word of its success spread quickly, in 1952 they had more than 300 franchising inquiries a month from all over the country. Joining of Ray Kroc in 1954, and foundation of the company that evolved into McDonald’s Corporation was the major turning point in the history of McDonald’s. McDonald’s is now the largest and best-known foodservice retailer.

DOMINO’S PIZZA

Entered India in 1996 through a franchise agreement with Vam Bhartia Corp. First outlet was opened in Delhi. Domino's had the largest network in the fast food segment in India- with 101 outlets across 40 cities.

Domino’s Pizza was founded in 1960 by Tom Monaghan. Second-largest Pizza chain in the United States. About 8,500 corporate and franchised stores in 55 countries. Domino's Pizza outlet in India opened in 1996. Close to 274 outlets in 55 cities of India. 70 percent of its revenue comes from home delivery service & around 30 percent is over-the-counter sales.

SUBMITTED BY-• Pratichi Bhatia• Vishruti Arora• Ranjana Kumari• Akanksha Rathi• Sukriti Mishra

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