|
| Título : |
How does McDonald's use marketing techniques to persuade children to consume in a healthy or unhealthy way? |
| Tipo de documento: |
documento electrónico |
| Autores: |
Ana Andrés González, Autor ; Alesia-Elizabeth Slocum Nuckols, Director de tesi |
| Fecha de publicación: |
2022 |
| Número de páginas: |
39 p. |
| Nota general: |
Grado en Administración y Dirección de Empresas |
| Idioma : |
Inglés (eng) |
| Materias: |
Alimentación
Marketing
Restaurantes
|
| Palabras clave: |
Mc Donald's, The Happy Meal, promotions mix, fast-food, advertising to children, childhood obesity, vulnerability, theory of cognitive development, social learning theory, toy premiums, digital media, networks, child-influencers, CFBAI, CARU. |
| Clasificación: |
658.89 Compradores como objeto de la promoción de ventas. Clientes potenciales. Comportamiento del consumidor |
| Resumen: |
The aim of this paper is to analyse and evaluate whether Mc Donald's has evolved to promote healthier eating habits in children. It will focus on how Mc Donald's has little by little reshaped its message in order to adapt its product, moving from the concept of ‘just’ fast food towards offering healthier versions while keeping the “fast” element. In addition, it will explain how and why its marketing strategies have changed over the years. The methodology used is a literature review with focus on Mc Donald´s case. The consumer behavior theories that will be used to explain children´s vulnerability towards advertising are the Theory of Cognitive Development and the Social Learning Theory. Conclusions to this paper show that as a result of rising childhood obesity, there is a need for a rise in the minimum nutritional standards of Mc Donald's food offerings. Moreover, given that Mc Donald's is leader in the fast-food sector and has such big power over children's consumption choices, there is need for stricter regulations regarding marketing to children through new and digital means. |
| Link: |
https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=49781 |
How does McDonald's use marketing techniques to persuade children to consume in a healthy or unhealthy way? [documento electrónico] / Ana Andrés González, Autor ; Alesia-Elizabeth Slocum Nuckols, Director de tesi . - 2022 . - 39 p. Grado en Administración y Dirección de Empresas Idioma : Inglés ( eng)
| Materias: |
Alimentación
Marketing
Restaurantes
|
| Palabras clave: |
Mc Donald's, The Happy Meal, promotions mix, fast-food, advertising to children, childhood obesity, vulnerability, theory of cognitive development, social learning theory, toy premiums, digital media, networks, child-influencers, CFBAI, CARU. |
| Clasificación: |
658.89 Compradores como objeto de la promoción de ventas. Clientes potenciales. Comportamiento del consumidor |
| Resumen: |
The aim of this paper is to analyse and evaluate whether Mc Donald's has evolved to promote healthier eating habits in children. It will focus on how Mc Donald's has little by little reshaped its message in order to adapt its product, moving from the concept of ‘just’ fast food towards offering healthier versions while keeping the “fast” element. In addition, it will explain how and why its marketing strategies have changed over the years. The methodology used is a literature review with focus on Mc Donald´s case. The consumer behavior theories that will be used to explain children´s vulnerability towards advertising are the Theory of Cognitive Development and the Social Learning Theory. Conclusions to this paper show that as a result of rising childhood obesity, there is a need for a rise in the minimum nutritional standards of Mc Donald's food offerings. Moreover, given that Mc Donald's is leader in the fast-food sector and has such big power over children's consumption choices, there is need for stricter regulations regarding marketing to children through new and digital means. |
| Link: |
https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=49781 |
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