Customer Behaviour: McDonalds Case Study- Consumer Behaviour Theories- Case Study Assignment Help

Internal Code: 1HFAG

Case Study Assignment Help

Task: Your response should not be purely your initial or basic thoughts, although this may establish your initial approach, but should be sophisticated, cogent, and underpinned by theory that you have learned in the unit, including work that you have done in your own study time, i.e., not simply from lecture slides, the textbook or handouts. We are not assessing your opinion, nor your capacity to describe a theory, campaign or issue, but a demonstration of an extension of knowledge and an ability to analyse a campaign, link theory to the analysis, and take a position by using what you have learned this trimester. Any statements, positions, or assertions you make must be supported by rigorous evidence, predominantly through the use of appropriate sources, and through well-supported and cogent arguments. It is expected that you will have to refer to a range of sources to respond to each question. Each response should stand-alone, and should have a short introduction, a body that develops an argument, and a conclusion. If appropriate, use subheadings to direct your discussion. Please read the marking rubric for guidance on how to approach your responses, as well as discussion undertaken throughout the trimester online, in class (in recordings), and in concert with your peers. Please note that the teaching team will be available to respond to any administrative questions relating to the assignment during the time-limited period, but we will not respond to any content/academic questions related to this assessment Limited to a maximum of 2500 words total (Questions One and Two) to respond to all of the questions, which includes all elements of the assignment, including tables, figures and in-text citations, but the reference list at the end of your assignment and your cover page are not included in the word count. We will undertake a word count, and will not mark the assignment beyond the word limit. It is your responsibility to make sure you have adhered to the limit. Question One – Taking a position • Marketers commonly use the theory of planned behaviour to predict consumer behaviour. Do you agree with the underlying principles of these theories? Explain and provide support for your response • How does the theory of planned behaviour relate to diffusion of innovation? Provide practical examples in your response Question Two – Developing strategic recommendations based on consumer behaviour theories Executives from McDonalds are meeting to determine the appropriate product positioning and advertising campaign for the launch of a new line of organic food menu. They have 3 strategic options: • Offer a new line of organic food menu within McDonald’s restaurant and label it as a healthier alternative • Open up a new Mc-Organic restaurant franchise that specialises on organic food • Open up a brand new restaurant franchise, not related to McDonald’s brand, that specialises on organic food