menusMore varietyEFTPOS facilitiesInnovationDrive through facilitiesThe restaurants and the meals they offer have gone through big changes. In the 1970s, the emphasis was on price, speed of service and functionality. Then, in the 1980s, marketers began to talk about "the restaurant experience" as a critical part of their success. Drive-through facilities, children's play areas, and brighter and more sophisticated interiors have become standard, and service efficiency has advanced by leaps. In 1980, it took more than three minutes to make a McDonald's burger. Now it takes less than 40 seconds. (Lloyd, 1999)A team from Commonwealth Bank Australia’s (CBA) electronic commerce division has been working on the technology for a high-speed electronic funds transfer at point-of-sale (EFTPOS) system that will allow McDonald's to provide banking facilities at its food outlets. More than one million customers a day are served at the Australian outlets of the fast-food king. (Kirby, 1999)5.0Industry Influence on Consumer BehaviourAustralia’s 30 year love affair with fast-food restaurants is showing signs of cooling. The average household expenditure on fast food is about $20 a week, and people buy more than 1.2 billion fast-food meals a year. However, the extraordinary sales growth of the fast-food industry between 1986 and 1996 has slowed dramatically. (Lloyd, 1999)5.1Consumer Decision Making ProcessTo deal with the marketing environment and make purchases, consumer engage in a buying decision process. ‘Buying decision process is the series of logical stages, which differs for consumer and organisation, that a prospective purchaser goes through when faced with a buying problem. (Layton, 2000:142)Consumers establish certain attitudes towards the consumption of products in various situations. The combination of specific situational influences, emotions and lifestyles, activates the consumer decision process. (Neal et al., 2000)5.1...
