INTRODUCTIONKFC McD'sKFC Corporation based in

Louisville, Kentucky

is the world’s most popular chicken restaurant.

KFC is part of Yum! Brands, Inc., which is the world’s largest restaurant system

KFC has more than 11000 restaurants in more than 80 countries and territories around the world. Serving more than 12 million customers each day

Approximately 15% of McDonald's restaurants are owned and operated by McDonald's Corporation directly. The remainder are operated by others through a variety of franchise agreements and joint ventures.

 is the world's largest chain of hamburger fast food restaurant

McDonald's restaurants are found in 119 countries and operates over 31,000 restaurants worldwide, employing more than 1.5 million people. Serving more than 58 million customers daily

Product

•Study of culture

•Offers regionalized menu

•Innovates its products

•56 products (approx)

Place

Price

criticismPromotion

Radio

Online

News papers

Poster TVC

Cinema

Toys

PRODUCT

Chicken specialist/ experts

Innovation

Buckets

Variety of product in the chicken

Kids meal

PLACE

‘Proper food at reasonable prices’

Cost base price strategy

Market segment

Standard value meals

Price

• Bill boards • News

papers• TVC• Pop-

ups on internet

• Special packages

Promotion Nobody does chicken like KFC

Research objectives

We are conducting this survey to find out what people’s perceptions of the KFC & McDonald brand currently and what they prefer more.

To compare KFC’s menu options to the menu options of McDonalds.

METHODOLOGY USEDMall-intercept method, it is the most convenient

due to the overwhelming student population on campus.

Convenience sampling, because we don’t want biased results and we will get more of a variety students.

Our survey will consist of open ended questions.We will try to achieve our goal of 100 completed

respondents throughout different campus buildings, and through friends and co-workers. These surveys will take place through the next 1 week.

Sources of dataPrimary - Field surveyInterview of

friends and relatives

Mail survey

Secondary -Internetbooks

Sample designTarget Population: Teenagers, young adults

and adults.

Sample size :100

Sampling method used: -non probability sampling method -convenience sampling.

Data analysisSampling units =

Number of customer responded =100

Number of customer not responded =0

(Sample composition)

Demographics

RESPONDENTS ON BASIS OF GENDER

Demographics on basis of USP

QUICK SERVICE

LOCATION OTHERS FOOD HYGIENE AMBIENCE0%

5%

10%

15%

20%

25%

30%

MCDONALD'SKFC

Demographics on basis of AGE

Below 18 18-24 25-32 33 and above0

2

4

6

8

10

12

14

16

McdonaldsKFCOTHERS

Demographics on basis of INCOME

0-99000 1lac to 199000 2lac to 299000 3lac to 399000 4lac to 499000 5lac - above0

2

4

6

8

10

12

14

16

18

20

MCDONALDS KFCOTHERS

CONCLUSIONS 

After my research on both the brand McDonald & KFC, I come to conclusion that McDonald has a good product as compare to KFC. They have increased other varieties to attract the customers. And they are targeting the children by making a play land because children are the main source and important ones to push their parents to go to their favorite restaurants, and there price are also low because of that they can compete with there competitor. As compare to Mc Donald, KFC has very less restaurants, price is also high.

 According to the survey done it’s say that people know much

about the Mc Donald product and also think that the biggest fast food chain restaurant is Mc Donald

LIMITATIONSSince we are only using convenience

sampling we will only be able to survey people located in town.

People sometimes rush through open-ended questions, or don’t answer questions truthfully.

People may not be familiar with all of the restaurant options on the survey.

ConclusionMcDonald’s operates in an environment that is

influenced by diverse cultures, ethnic customs, religious tenets, political systems, consumer watchdog groups, and fierce competition from other entities seeking to erode some of the dominant market share that McDonald’s enjoys. Including all of its shareholders in the process for ensuring that quality, value, consistency, customer relations, and a willingness to change with the winds of consumer preferences has been that recipe for success.

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