A Study of Changes in McDonaldâ€˜s Consumer Behaviour during Pandemic

L. Sudershan Reddy; Ranjith P. V.; Khor Sheue Shan; Lee Xue Qi; Koh Pay San; Lim Yi Ying; Aprajita Dubey; Tharuneswar J.; Kajal Rani

doi:10.32535/apjme.v5i3.1070

A Study of Changes in McDonaldâ€˜s Consumer Behaviour during Pandemic

L. Sudershan Reddy, Ranjith P. V., Khor Sheue Shan, Lee Xue Qi, Koh Pay San, Lim Yi Ying, Aprajita Dubey, Tharuneswar J., Kajal Rani

Abstract

The objectives of the study is to examine the changes in McDonaldâ€™s consumer behaviour during pandemic. In 1955, McDonaldâ€™s developed the franchise system and continued expanding to become a famous fast-food brand in the world that have more than 38 000 restaurants in more than 100 countries (Rosenberg, 2020). In 2020, the pandemic of COVID-19 has spread throughout the world. COVID-19 brought negative effects to the businesses including McDonaldâ€™s and altered the consumer behaviour. Questionnaires are distributed to the respondents to collect information about their consumption behaviour in McDonaldâ€™s. This study has included the change in frequency patronizing McDonaldâ€™s, preferred service mode to order McDonaldâ€™s and the preferred payment method during the pandemic.

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DOI: https://doi.org/10.32535/apjme.v5i3.1070