Inside The Consumer Mind - Consistency


The overworked, over-stimulated American often makes purchases on autopilot and retailers who understand the phenomenon often profit, says Jeff Macke.

For example, if the kids are thirsty you buy Coke, if the kids are sneezing you buy Kleenex and if the kids are hungry – there’s a good chance you go to…McDonald’s (MCD).

In fact, Mickey D's seems to understands the concept of “consistency of service” extremely well, Macke adds. And they go to great lengths making sure the McDonald’s experience stays consistent from store to store.

That means when you visit the House of Ronald -- the interiors look similar, the colors are standardized and they always have clean bathrooms.

That also means the Big Mac and fries ordered in Athens, Georgiataste just like those ordered in Athens, Greece.

But consistency pays off. Satisfied customers usually return again and again.

All the traders agree. McDonald’s is a buy.


> Read more:"Inside The Consumer Mind: Pt. 1"

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Trader disclosure: On Dec. 4, 2007, the following stocks and commodities mentioned or intended to be mentioned on CNBC’s Fast Money were owned by the Fast Money traders; Macke Owns (ATVI), (DIS), (SWY); Najarian Owns (TSL) Options, (XMSR) Options, (YHOO) Options; Finerman's Firm And Finerman Own (GS); Finerman's Firm Owns (JWN), (KSS), (WMT), (YHOO); Finerman's Firm Owns (MSFT) Options, (BIIB) Options; Finerman's Firm Is Short (IJR), (IYR), (IWM), (SPY), (MBI), (LEN); Finerman's Firm Is Short (MDY) And Owns (MDY) Puts; Finerman's Firm Owns (HD) And (HD) Puts, Finerman Owns (HD); Finerman's Firm Is Short (LEH) And Owns (LEH) Puts; Finerman's Firm Owns Russell 2000 Puts; Vivendi Owns 20% Of NBC Universal, The Parent Company Of CNBC