Characteristics affecting consumer behavior.

  Explain why marketers study buyer behavior and discuss characteristics affecting consumer behavior. Which characteristics do you think would have the greatest impact on your decision to select a CBO to patronize? How has the McDonald’s concept changed since the 1960s? What environmental forces were behind these changes? How will McDonald’s concept change in the next decade, given the new forces operating in the environment? What environmental trends will affect the success of an HRT CBO in the next 10 years? If you were the director of marketing, what plans would you make to deal with these trends?