The company I am choosing for this project is McDonald’s. As an avid consumer of their products (nothing like a crispy McDonald’s Diet Coke and a Large Fry to get you right after a long night out), it seemed like the most suitable option.
Their target category that I plan to focus on is breakfast. Breakfast decisions typically differ from lunch and dinner because people prioritize speed and convenience. This choice also grants me the opportunity to investigate the morning routines of consumers, while also factoring in the competition with coffee shops, bakeries, and diners.
Three sources I will be using for this study (subject to change) include:
Batye, L. (2018).Why We’re Loving It: The psychology behind McDonald’s restaurant future. Behavioral Economics. Retrieved November 2, 2026, from https://www.behavioraleconomics.com/loving-psychology-behind-mcdonalds-restaurant-future/
Da, D. (2023). Consumer behavior analysis of McDonald’s. Modern Economic Management Forum, 1(1). https://doi.org/10.18686/memf.v1i1.3439
Utama, A. A. G. S. (2020). Factors influencing consumer behaviour: A case of McDonald’s. Advances in Global Economics and Business Journal, 1(2), 9–17. https://doi.org/10.51748/agebj.v1i2.17
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