Comparison between McDonalds and Burger King1.0 Executive SummaryThis report examines how the fast-food service industry uses consumer behavior principles and techniques to influence consumers . Explore the actions and observe the practices undertaken by the two most prominent players in this particular industry, namely McDonalds Corporation and Burger King Corporation. Using past and present research and statistics, this report offers a comprehensive analysis of consumer reaction to advertising and products, the meaning behind consumer decision-making, emotions and lifestyles in this industry.2.0 Introduction2.1 PurposeL The objective of this report is to analyze how the fast-food service industry uses consumer behavior principles and techniques to influence consumers.2.2 ScopeThis analysis includes an industry summary, a market profile, industry influence on consumer behavior through learning and perception, consumer decision making and situational influences.2.3 MethodologyAll data used for this report was researched from academic journals and related books and publications.3.0 Industry Profile An Industry it is a commercial production and sale of goods (Evans & Berman, 1995:14). It is a specific branch of production and trade. 3.1 Industry Structure The fast food service industry consists of countless large players such as McDonald's, Burger King, Kentucky Fried Chicken (KFC), Pizza Hut, Red Roosters and other small large companies. In this study, the focus will be on the two major fast food service providers, namely McDonalds Corporation and Burger King Corporation. 3.1.1 McDonald's Corp. McDonald's Corporation is the l...... half of the paper. .....the Lighten Burger Wars", in Journal of Advertising Age, p8Elgin, B (1999) "Whopper Woes", in Journal of Sm@rt Reseller, vol.2, p22Lee, J (1995) "Burger King tries youth" in Journal of Marketing, p4(1)Neal, C & Questar, P & Hawkins, C (2000) "Consumer Behavior - Implications for Marketing Strategy", 2nd edition, Sydney: McGraw-Hill Companies, Inc. Armstrong, G & Kotler, P (2000) "Marketing - An Introduction", 5th edition, New Jersey: Prentice HallLayton, MA (2000) "Fundamentals of Marketing", 4th edition, Sydney: McGraw-Hill Companies, Inc.Evan, JR & Berman, B (1995) "Principles of Marketing", 3rd edition, Engewood Cliffs: Prentice Hall McColl-Kennedy, JR & Kiel, GC (2000) "Marketing -- A Strategic Approach", Australia: Nelson Thomson Learninghttp: / /www.mcdonalds.com visited October 20, 2000http://www.burgerking.com visited October 20 2000