Influence of marketing and advertising on Food Industry

Bc. Anna Tsoy

Bachelor's thesis

Abstract:

Analyzing consumer behavior, we single out different factors that influence their food choice. Today it is proven that modern advertising techniques and marketing strategies along with psychological, social and cultural factors influence food purchases. The aim of this thesis is to indicate how marketing and advertising facilitates increase or decline of demand in Food Industry. Thereby the author decided to verify the processes and technics of sensory marketing, package rebranding, product pricing and cultural role in food advertising. For this purpose, the theoretical part describes definitions, basic knowledge of food marketing mix and its objectives. The author describes such definitions as Maslow’s Theory of Needs, Customer Oriented Marketing, Social Responsible Marketing and factors influencing Buying Behavior. Practical part of this paper concentrates on the issue of influence of marketing and advertising on fast food consumption. To analyze how sensory marketing, psychological pricing and outdoor advertising boost fast food consumption, the author has chosen a global brand example – McDonald’s. Thereby, practical part contains description of the company, SWOT analysis and quantitative research based on online and street survey. The results will show the key factors, which attract customer’s attention while purchasing both standard food and fast food. It will help to determine the strong and weak sides of McDonald’s and to approve or disapprove stated hypothesis. Considering the survey results, the author recommends further additions in order to improve McDonald’s weaknesses and attract more customers.

Keywords

consumer behavior, food, marketing strategy, Food Industry, food purchase, sensory marketing, rebranding, marketing mix, Maslow, customer-oriented, social responsible, buying behavior, pricing, street survey.

Language used: English

Date on which the thesis was submitted / produced: 1. 10. 2015

Thesis defence

• Date of defence: 5. 11. 2015
• Supervisor: PhDr. Marie Koubová
• Reader: Ing. Petra Jílková, Ph.D.

University of Finance and Administration

Bachelor programme / field:
Economics and Management / Marketing Communication