新西兰营销学留学生作业范文：McDonald’s Teenage Market Discussion and Conclusions

Discussion and Conclusions

This research combined both secondary and primary data to examine the relationship between teenagers’ consumption of fast food, fruit and vegetables in New Zealand, with a particular focus on McDonald’s and the teenage market. Overall, the findings from both types of research show that the teenage segment is an important market for fast food franchises. At the same time, the results also suggest that teenagers’ attitudes toward health, price, convenience and product choice are more complex than they may first appear.

For Objective 1, the secondary research showed that the fast food market and the fruit market have continued to grow in New Zealand, while the vegetable market has experienced a slow decline in market size. However, although the total vegetable market size has decreased, the average expenditure on vegetables has increased. This suggests that vegetables may still hold value in consumers’ diets, even if the overall volume purchased has declined. In comparison, the fast food market remains strong and competitive, supported by consumer demand, convenience and brand promotion. Therefore, both the fast food market and the fruit and vegetable market are still important areas for marketers to understand.

Objective 2 focused on the profile of teenage fast food consumers and the importance of the teenage market. The secondary research showed that both male and female teenagers consume fast food, although their brand pReferences may differ. Male consumers appear more likely to choose franchises that offer larger meal portions, such as Pizza Hut and KFC, while female consumers are more likely to purchase from brands such as Burger King and McDonald’s. This indicates that gender may influence product choice, portion preference and brand selection.

Main income earners also play an important role in this objective. The research showed that many main income earners prefer McDonald’s compared with other fast food franchises. This is important because teenagers are often influenced by household consumption patterns, family routines and brand familiarity. In addition, teenagers are a valuable target segment because they often have discretionary spending power and are willing to spend money on fast food. Many teenagers are also less concerned about calories when making fast food choices, which gives fast food brands more opportunity to attract this group through taste, price, convenience and promotional activities. For McDonald’s, targeting the teenage market could help increase market share and support long-term brand growth.

Objective 3 examined the amount spent on promoting fast food consumption over the past two years and compared this with media expenditure for fruit and vegetable consumption. The findings showed that fast food franchises have a higher level of media expenditure than the fruit and vegetable market. This may be partly because fast food has a larger market size and stronger commercial competition. The data also showed that television advertising remained one of the most popular forms of media expenditure, even though internet usage has become increasingly important in modern marketing. Both fast food franchises and fruit and vegetable companies appeared to spend a large proportion of their media budget on television advertising.

Among the fast food franchises, McDonald’s had the highest media expenditure. This helps explain why McDonald’s is highly visible and frequently chosen by teenage consumers. The relationship between media expenditure and consumer behaviour can also be seen in the results relating to gender and main income earners. A higher level of advertising may increase brand awareness, strengthen brand preference and encourage teenagers to visit McDonald’s more often. However, advertising alone is not enough. The product, price, location and overall customer experience must also meet teenagers’ expectations.

Objective 4 was explored through both primary and secondary research. The objective was to understand teenagers’ attitudes toward fast food, fruit and vegetable consumption. The secondary research from Roy Morgan showed that teenagers generally do not prefer fast food products that are entirely vegetarian. At the same time, many teenagers do consume fruit and vegetables as snacks throughout the day. This suggests that teenagers are not necessarily against healthy food, but they may not want fast food to be presented as completely vegetarian or too far away from the taste and style they expect from a fast food meal.

The primary research supported this finding. It showed that teenagers do not consider vegetable food choices to be very important when choosing a fast food franchise. Instead, price was seen as extremely important. This means that if McDonald’s wants to introduce healthier products, it should be careful about how those products are designed and promoted. A new product should not simply focus on vegetables or health claims. It should still be affordable, tasty, convenient and consistent with the McDonald’s brand image. Healthier options may work better when they are presented as an attractive choice rather than as a replacement for traditional fast food.

Objective 5 was based on primary research and aimed to compare teenagers’ behaviour toward fast food, vegetables and fruit. The results showed that teenagers do not purchase fast food, fruit or vegetables very frequently. On average, teenagers purchase fruit and vegetables or fast food around one to two times per week. This finding suggests that although fast food is popular among teenagers, it is not necessarily consumed every day. Therefore, McDonald’s needs to compete not only with other fast food brands, but also with other snack choices, home meals and alternative food options.

Objective 6 was also based on primary research and focused on teenagers’ selection criteria when choosing fast food. The findings showed that teenagers consider healthy food choices, location and cleanliness to be important factors. This is significant because it shows that teenagers are not only driven by taste or price. They also care about the physical environment, convenience and whether the franchise appears clean and trustworthy. For managers, this means that targeting teenagers requires more than simply offering cheap food. Fast food franchises must provide a complete experience that matches teenagers’ expectations.

Overall, the findings from the primary and secondary research are useful for McDonald’s when making marketing and management decisions for the teenage market. The research suggests that teenagers are an important consumer segment, but they should not be treated as a simple or single-minded group. They are price-sensitive, brand-aware and influenced by convenience, advertising, location and cleanliness. They may also show some interest in healthier choices, but health is unlikely to be the main reason they choose a fast food franchise.

For McDonald’s, the main challenge is to identify the gaps in the teenage market and respond with appropriate marketing strategies. The company should continue to use strong promotional activities to maintain brand awareness, but it should also focus on affordable pricing, convenient locations, clean stores and product choices that balance taste with healthier ingredients. If McDonald’s can meet these expectations, it will be better positioned to attract teenage consumers, increase customer loyalty and improve its competitive position in the New Zealand fast food market.

这篇新西兰营销学留学生作业的重点，不是简单说“青少年喜欢快餐”，而是通过 primary research 和 secondary research 说明：青少年市场确实重要，但这个群体并不单一。他们会受到价格、广告、家庭消费习惯、门店位置、清洁程度和产品选择的共同影响。

对 McDonald’s 来说，青少年市场有增长机会，但营销策略不能只靠广告，也不能只强调健康。更现实的做法是把价格、口味、便利性、品牌熟悉度和适度健康选择结合起来。这样既能保持 McDonald’s 原本的快餐优势，也能回应一部分青少年对健康食品和门店体验的要求。

对于学习 Marketing 的留学生来说，这类作业最重要的是把数据和结论连起来。优客网 ukthesis 作为1999年创立的论文代写平台，可提供代写留学生作业、新西兰营销学留学生作业辅导、Marketing Assignment代写、Essay修改润色、Discussion and Conclusions写作指导等服务，帮助学生把原始调查结果整理成更有逻辑、更符合评分标准的英文作业。

FAQ常见问题

1. Marketing assignment的Discussion and Conclusions怎么写？

Discussion部分要解释研究结果的意义，不能只是重复数据。Conclusions部分要总结主要发现，并说明这些发现对品牌、市场或管理决策有什么帮助。

2. 新西兰营销学留学生作业常见题目有哪些？

常见方向包括消费者行为、快餐市场分析、品牌定位、广告支出、青少年消费、健康食品营销、市场细分和营销策略建议等。

3. 这篇文章为什么适合做Marketing Assignment范文？

因为它有明确的研究目标，也有 primary research 和 secondary research 的对比，还能把调查结果和 McDonald’s 的营销策略联系起来。

4. 留学生作业代写和润色主要改什么？

主要修改语言表达、段落逻辑、数据解释、引用格式、Discussion深度和Conclusion总结。营销学作业尤其要注意不能只描述现象，还要写出市场意义。

5. ukthesis可以提供哪些相关服务？

ukthesis可以提供新西兰营销学留学生作业辅导、Marketing Assignment代写、留学生essay润色、Business Report修改、reference格式检查和论文结构优化等服务。