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Study of Consumer Satisfaction Regarding Kentucky Fried Chicken (KFC)

The document summarizes a study conducted on consumer satisfaction regarding Kentucky Fried Chicken (KFC) in India. The objectives of the study were to understand people's current perceptions of the KFC brand and compare its menu options to other competitors. A survey was administered to 30 consumers selected from Rayat and Bahra group of institutes using convenience sampling. The survey contained questions regarding demographics, dining preferences, visit frequency and satisfaction with KFC's products, services and facilities. The study aimed to better understand consumer perceptions of KFC and identify opportunities for improvement.

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Shweta Atwal
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254 views

Study of Consumer Satisfaction Regarding Kentucky Fried Chicken (KFC)

The document summarizes a study conducted on consumer satisfaction regarding Kentucky Fried Chicken (KFC) in India. The objectives of the study were to understand people's current perceptions of the KFC brand and compare its menu options to other competitors. A survey was administered to 30 consumers selected from Rayat and Bahra group of institutes using convenience sampling. The survey contained questions regarding demographics, dining preferences, visit frequency and satisfaction with KFC's products, services and facilities. The study aimed to better understand consumer perceptions of KFC and identify opportunities for improvement.

Uploaded by

Shweta Atwal
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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STUDY OF CONSUMER SATISFACTION REGARDING KENTUCKY FRIED CHICKEN (KFC)

Submitted To: Ms. Bhavneet Rai

Submitted By: Shweta RBIM A 2nd semester

KENTUCKY FRIED CHICKEN (KFC)

KFC, founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, United States. KFC has been a brand and operating segment, termed a concept of Yum! Brands since 1997 when that company was spun off from PepsiCo as Tricon Global Restaurants Inc. The company adopted KFC, an abbreviated form of its name, in 1991. Starting in April 2007, the company began using its original name, Kentucky Fried Chicken, for its signage, packaging and advertisements in the U.S. as part of a new corporate re-branding program; newer and remodeled restaurants will adopt the new logo and name, while older stores will continue to use the 1980s signage. Additionally, Yum! continues to use the abbreviated name freely in its advertising.

OBJECTIVES OF THE STUDY:


Conducting the survey to find out what peoples perception of the KFC brand is currently. To compare KFCs menu options to the menu options of other major competitors.

RESEARCH METHODOLOGY Primary Data:


The primary data collected through questionnaires. The Questionnaire was pre-designed and pretested before it was administered.

Secondary Data:
The secondary data was collected through various newspapers, magazines, books and websites of KFC.

Sample Design:
A total of 30 consumers were selected from the Rayat and Bahra group of institutes for this study to analyze the consumers preference in selecting food chain restaurants like KFC, Pizza Hut, Dominos, McDonalds etc.

Sample Size:
We will try to achieve our goal of 30 completed surveys from students of RAYAT and BAHRA GROUP OF INSTITUTES.

Sampling Technique:
Convenience sampling because we dont want biased results.

Sampling Unit:
Students

Scope of the study:


We are hoping to gather information from the survey to better understand why people think KFC is an unhealthy fast food option. While at the same time maintaining the convenience of the fast food industry.

Time Frame:
The survey will be conducted within ones week time period.

Limitations:
We will have a narrow age range (18-24). Since we are using only convenience sampling we will only be able to survey people located in institute. Sometimes people may not be familiar with all the restaurants options on the survey.

QUESTIONNAIRE SURVEY FOR KFC

1. Your gender? a) Male c) 30-35 b) Female d) 36 40

2. Your age? a) Under 20 c) 35 to 44 b) 21 to 30 d) others. (..)

3. Monthly Income a) Less than 20,000 c) 20,000 to 30,000 e) more than 50,000 b) Dependant d) 30,000 to 40,000

4. Do you like Fast food? a) Yes 5. Which kind of fast food you buy more often? a) Burger c) Sandwich 6.How often do you visit KFC? a) Occasionally d) Monthly 7. Do you find KFC products reasonable? a) Yes b) No b) Monthly e) Weekly b) Pizza d) Others(..) b) No

8. With whom you often visit KFC? a) Alone c) friends b) Family

9. Do you recommend your friends and family to visit KFC? a) yes b) No

10. Which deal you prefer the most? a) Lunch time b) Midnight

11. Do you think KFC provides the best fast food? a) Strongly agree c) Neutral e) Disagree 12. Do you think that waiting time in KFC is minimum to take the deal? a) Strongly agree c) Neutral e) Disagree 13. Do you think KFC provides appropriate parking facility? a) Strongly agree c) Neutral e) Disagree b) Agree d) strongly disagree b) Agree d) strongly disagree b) Agree d) Strongly disagree

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