CONSUMER BEHAVIOUR TOWARDS

MCD VS KFC

PROJECT BY: KIRAN SHETTY

CLASS: SYBMS

ROLL NO.: 55

SUBMITED TO: PROF. SUSAN

INDEX

Sr no. TOPICS

1. INTRODUCTION

2. BACKGROUND AND SIGNIFICANT

3. OBJECTIVE OF RESEARCH

4. DATA ANALYSIS AND FINDING

5. CONCLUSION

6. LIMITATION

7. WEBLIOGRAPHY

8. BIBLIOGRAPHY

9. QUESTIONNAIRE

INTRODUCTION McDonald’s

McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving more than 58 million customers daily. A McDonald's restaurant is operated by a franchisee, an affiliate, or the corporation itself. McDonald's primarily sells hamburgers, cheeseburgers, chicken products, French fries, breakfast items, soft drinks, shakes, and desserts. In response to obesity trends in Western nations and in the face of criticism over the healthiness of its products, the company has modified its menu to include alternatives considered healthier such as salads, wraps and fruit.

KFC

Kentucky Fried Chicken, better known as KFC, is the largest chicken restaurant KFC is an internationally fast food industry in the world. They have the main ambition to increase & maintain the quality in fast food industry. Their aim is to capture the fast food market. Every day, more than 12 million customers are served at KFC restaurants in 109 countries and

territories around the world more than 15,000 units around the world. KFC is the most famous and largest fast food franchise in the World No 1 brand in Asia with the market leadership in Japan, China, Malaysia, Indonesia, and Korea.

KFC is the famous fast food restaurant in India; KFC sells in chicken, burger, nugget, sandwich, potato wedges, drinks, French fries, mashed potatoes, coleslaw and many more .KFC primary focus is fried chicken also offer roasted chicken product.

Background and significanceMcD

It all started with the McDonald brothers: Maurice and Richard. In 1940, the brothers decided to open a small drive-in restaurant, because the only business that they had seen succeeding in the current economy was a little hot-dog stand. To their own surprise their business was an instant success, making $40,000 profit in its first year. Desiring greater speed in serving customers, the brothers shut the store down for a few months to restructure the store.

KFC

KFC known as Kentucky Fried Chicken, it is a chain of fast food restaurants based in Louisville, Kentucky. The Kentucky Fried Chicken was founded by Colonel Harland Sanders (born on September 9, 1890) at the age of sixty-five KFC is currently one of the largest businesses of the global food service industry and is widely known around the world as the face of Colonel Sanders. Every year, over a billion KFC chicken dinners are served featuring

the Colonel’s “finger licking‟ good” special recipe. The Colonel had spread his industry to more than 80 countries and territories globally.

OBJECTIVE OF RESEARCH To compare the KFC and McDonald’s

food brand To study the brand awareness of KFC

and McDonald’s food brand. To study the factors which generally

affect customers while purchasing the KFC and McDonald’s food items

To study the satisfaction level towards the KFC and McDonald’s food brand.

DATA ANALYSIS AND FINDING

Q1. What do you prefer?

PARTICULARS NO. OF RESPONDENT

PERCENTAGE

McD 5 33.33%

KFC 10 66.66%

Total 15 100%

McD KFC0123456789

10

what do you prefer?

Q2. How often you visit a restaurant?

PARTICULAR No. OF RESPONDENTS

PERCENTAGE

Daily 0 0%After 2 days 2 13.33%Once a week 4 26.66%Once a month 9 60%total 15 100%

dailyafter 2 days

once a weekonce a month

0123456789

How often you visit a restaurant?

Q3. Which restaurant’s food do you like?

PARTICULARS NO. OF RESPONDENTS

PERCENTAGE

McD 2 13.33%KFC 13 86.66%Total 15 100%

McD

KFC

0

2

4

6

8

10

12

14

which restaurants food do you like?

Q4. How do you come to know about McD restaurants?

PARTICULAR NO. OF RESPONDENTS

PERCENTAGE

Print media 0 0%Advertisement 9 60%Friends or family recommendations

4 26.66%

Any other 2 13.33%

Total 15 100%

print mediaadvertisement

friend and famiilyany other

0123456789

How do you come to know about McD restaurants?

Q5. How do you come to know about KFC restaurants?

PARTICULAR NO. OF RESPONDENTS

PERCENTAGE

Print media 0 0%Advertisement 9 60%Friends or family recommendations

4 26.66%

Any other 2 13.33%Total 15 100%

print mediaadvertisement

friend and famiilyany other

0123456789

How do you come to know about KFC restaurants?

Q6. According to you, which restaurant has better services?

PARTICULARS NO. OF RESPONDENTS

PERCENTAGE

McD 7 46.66% KFC 8 53.33%Total 15 100%

McD

KFC

6.4

6.6

6.8

7

7.2

7.4

7.6

7.8

8

WHIVE BETTER GIVE BETTER SERVICE?

Q7. On what basis of these parameters, which restaurant would you prefer to go?

NO. OF RESPONDENTS

PARTICULAR

McD KFC

Prices 14 1Food quality

2 13

Pizza variety

7 8

Beverages 8 7Cooperation of staff

8 7

Waiting time in outlet

7 8

PRICE

FOOD Q

UALITY

PIZZA VARIET

Y

BEVER

AGE

COOPERATIO

N OF S

TAFF

WAST

ING TIME I

N OUTLE

T

02468

101214

McDKFC

Q8. Do promotional scheme influence you to prefer these particular restaurants?

PARTICULARS NO. OF RESPONDENTS

PERCENTAGE

Yes 10 66.67%No 5 29.41%total 15 100%

yes

no

0123456789

10

Do promotional scheme influence you to prefer these particular restaurants?

Q9. Does a location matter to you while you eating in McD or KFC?

PARTICULARS NO. OF RESPONDENTS

PERCENTAGE

Yes 11 73.33%No 4 26.66%total 15 100%

yes

no

0

2

4

6

8

10

12

Does a location matter to you while you eat-ing in McD or KFC?

Q10. Which advertisement influences you?

PARTICULARS NO. OF RESPONDENTS

PERCENTAGE

McD 8 53.33% KFC 7 46.66%Total 15 100%

McD

KFC

6.4

6.6

6.8

7

7.2

7.4

7.6

7.8

8

which advertisment influences you?

Q11. Which have better tagline?

PARTICULARS NO. OF RESPONDENTS

PERCENTAGE

McD(I’m lovin’ it)

10 66.66%

KFC(so good) 5 33.33%Total 15 100%

McD ( I'm lovin' it )

KFC ( so good )

0123456789

10

which have better tagline?

Q12.who gives tasty chicken burgers?

PARTICULARS NO. OF RESPONDENTS

PERCENTAGE

McD 0 0% KFC 15 100%Total 15 100%

McD

KFC

0

2

4

6

8

10

12

14

16

WHICH GIVE TASTY CHICKEN BURGER?

LIMITATION1. Some of the respondents were reluctant to share the information with the researcher2. All the results and conclusions have been drawn on the basis of information provided by the respondents, so it may lack authenticity3. some of the respondents being visited were preoccupied with their routine work, so sometimes it was very difficult to obtain information from them.4. The availability of literature was less.So this was the research methodology in which I have defined all the sample size, sample unit, research design and various limitations of the study.

CONCLUSION

RECOMMENDATION KFC should try to give more advertisement as compared

to McDonald’s. McDonald’s should take into consideration the masses

not only the young generation in their advertisements. Suggestion by the respondents and even from my side in

case of McDonald’s the kitchens of veg & non-veg should be different.

McDonald’s should improve upon their services. Both should work more upon their nutrition value of

food. KFC should bring more variety in veg products and they

should focus on veg snacks as like to non-veg snacks. McDonald’s should increase the quantity of its product

and should try to add more nonveg products to its menu. McDonald’s should have a good dealing with customers. KFC should try to lessen their prices and add up more to

its quantity. KFC should focus on the kids also by providing them

special offers and packages. Both should try to give special discounts on the festivals.

WEBIBLIOGRAPHY

1. www.kfc.com 2. http://

www.mcdonalds.ca/en/aboutus/faq.aspx

3. History of McDonald’s- Wikipedia, the free encyclopedia

4. KFC- Wikipedia, the free encyclopedia

5.http://en.wikipedia.org/wiki/List_of_fast_food_restaurants6. http://www.kfc.com7. www.McDonalds.com

BIBLIOGRAPHY

Principals of marketing. Pearson Prentice Hall. UpperSaddle River, New Jersey.Laukens, D. (2010).

Kotler, P. & Armstrong, G. (2008).

QUESTIONNAIREQ1. What do you prefer?

McD KFC

Q2. How often you visit a restaurant?Daily After 2 days once a week

Once a month

Q3. Which restaurant’s food do you like?

McD KFC Q4. How did you come to know about McD restaurants?

Print media Advertisements

Friends or Family Recommendations any other

Q5. How did you come to know about KFC restaurants?

Print media Advertisements

Friends or Family Recommendations any other

Q6. According to you which restaurant has better Services?

McD KFC

Q7. On the basis of these parameters (given below), which

restaurant would you prefer to go?

McD KFC

Prices [ ] [ ]

Food Quality [ ] [ ]

Pizza variety [ ] [ ]

Beverages [ ] [ ]

Cooperation of staff [ ] [ ]

Waiting time in outlet [ ] [ ]

Q8. Do promotional schemes influence you to prefer these

particular restaurants?

Yes No

Q9. Does a location matter to you while you eating in McD or

KFC?

Yes No

Q10. Which advertisements influence you?

McD KFC

Q11. Which have better tagline?

McD (I’m lovin’ it ) KFC( so good )

Q12. Who gives a tasty chicken burger?McD KFC