An Empirical Study on Effectiveness of  Mc Donald TV Advertorials Towards  Mounting Consumers in–Store Visits

VARALAKSHMI . T; DIVYA . D; CHAITRA . M. T

Volume : II, Issue : X, October - 2013

An Empirical Study on Effectiveness of Mc Donald TV Advertorials Towards Mounting Consumers in–Store Visits

Varalakshmi . T, Divya . D, Chaitra . M. T

Abstract :

Advertising on the television in today�s current scenario can be viewed as a social contract between company and its consumers. Even though convincing & thereby influencing consumers to result in higher repurchase rate has become a very complex and formidable endeavor, given the current food environment, while McDonald�s tries its best to adapt its television advertorials to changing consumer tastes & preference. The present research study is an attempt to understand the impact of TV advertorials on consumers of McDonald fast food retail outlets; furthermore evaluating its effectiveness in establishing and Patronage among the respondents. The significance of this study is two – fold as the study revolves around the objective of analyzing the efficiency of television advertising on consumer�s inflow & the advertising strategies that the McDonald should espouse to in order to result in higher repurchase rate by its consumers.The research was undertaken for 125 respondents with the usage of comprehensive generalized questionnaire built well in advance to elicit the consumer�s perception towards the Mc Donald tv ads & the extent to which they are effective in attracting them towards the Mc Donald fast food retail outlet. Hence it appears that, it�s not only the tv ads of Mc Donald influences the frequency of in–store visit but even the consumer preference, product assortment and taste made available, company�s advertising strategy, the uncovered intension therein also determines their in–store visit to the greater extent.