Marketing strategies in fast food industries : a study of McDonald’s in Pietarsaari
Hossen, Abdullah Al Maruf; Sheshir, Mahedi Hassan (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052616136
https://urn.fi/URN:NBN:fi:amk-2025052616136
Tiivistelmä
This thesis explored the marketing strategies of McDonald’s in Pietarsaari, Finland, focusing on how these strategies influence consumer behavior, brand perception, and customer satisfaction in the fast- food industry.
McDonald’s, as a global brand, combines traditional approaches such as promotions and advertising with modern techniques including digital marketing, social media engagement, and data-driven per- sonalization.
The theoretical framework covers the 4 Ps of marketing product, price, place, and promotion as well as concepts related to consumer psychology, branding, sustainability, and corporate social responsi- bility (CSR).
The study employed a mixed-methods research approach, combining survey data from local custom- ers with interviews from McDonald’s staff to capture diverse insights. The findings show that taste, quality, and branding are the strongest motivators behind customer visits, while social media plays a crucial role in enhancing brand visibility. Respondents appreciated the value pricing and seasonal promotions but also expressed interest in healthier options, more local flavors, and improved mobile application features.
The research also highlights a growing awareness of sustainability, suggesting that eco-friendly prac- tices are increasingly influencing customer loyalty. Ultimately, the thesis offers actionable recom- mendations for McDonald’s and other fast-food chains to better align their marketing strategies with evolving consumer expectations.
McDonald’s, as a global brand, combines traditional approaches such as promotions and advertising with modern techniques including digital marketing, social media engagement, and data-driven per- sonalization.
The theoretical framework covers the 4 Ps of marketing product, price, place, and promotion as well as concepts related to consumer psychology, branding, sustainability, and corporate social responsi- bility (CSR).
The study employed a mixed-methods research approach, combining survey data from local custom- ers with interviews from McDonald’s staff to capture diverse insights. The findings show that taste, quality, and branding are the strongest motivators behind customer visits, while social media plays a crucial role in enhancing brand visibility. Respondents appreciated the value pricing and seasonal promotions but also expressed interest in healthier options, more local flavors, and improved mobile application features.
The research also highlights a growing awareness of sustainability, suggesting that eco-friendly prac- tices are increasingly influencing customer loyalty. Ultimately, the thesis offers actionable recom- mendations for McDonald’s and other fast-food chains to better align their marketing strategies with evolving consumer expectations.