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Project Report

This document is a project report comparing consumer preferences between McDonald's and KFC in India. [1] The primary objective is to analyze consumer preferences between the two chains, and secondary objectives include comparing customer satisfaction, brand strength, advertising strategies, improvement areas, and factors affecting young Indian consumers' choices. [2] The report describes conducting a survey of 100 college students to collect primary data on preferences and presenting results in pie charts. [3] Key findings show customers are mostly satisfied with KFC's price, quality and taste, while preferring McDonald's hygiene, preparation time, product nature and hospitality.

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Harshit Bana
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83 views

Project Report

This document is a project report comparing consumer preferences between McDonald's and KFC in India. [1] The primary objective is to analyze consumer preferences between the two chains, and secondary objectives include comparing customer satisfaction, brand strength, advertising strategies, improvement areas, and factors affecting young Indian consumers' choices. [2] The report describes conducting a survey of 100 college students to collect primary data on preferences and presenting results in pie charts. [3] Key findings show customers are mostly satisfied with KFC's price, quality and taste, while preferring McDonald's hygiene, preparation time, product nature and hospitality.

Uploaded by

Harshit Bana
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Project Report

On
A comparative study on Consumer Preferences towards two major food
chains- McDonalds and KFC
 
 
Submitted in Partial Fulfillment for the Award of the
Degree of Bachelor of Business Administration (2018-2021)

Under the Guidance of: Prof. Dr Suhail Submitted By: Harshit Bana

Designation: Prof. ,TIAS University Enrollment No.11421301719


Introduction
 
Indian consumers’ lifestyle has immensely helped the fast food industry to mature and
expand over the last few years, reasons like rising number of nuclear families, exposure
to western cuisine and global media, growing number of working women - have had a
substantial impact on the eating out trends and growth of the fast food industry.

The industry experts expect high demand for ready-to-eat packaged food and the
middle class young population, with high disposable income, will spend more on eating
out at chained fast food outlets.

In today’s competitive world, Service Quality has become one of the most strategic
tools for measuring customer satisfaction. Customer satisfaction is very important as
the ability of a service provider to create high degree of satisfaction is crucial for
product differentiation and developing a strong relationship with customers.

Because of the above reasons the companies consider customer satisfaction as very
important element while devising their core strategies.
Objectives of the study
•Primary Objective:

1.To analyze customer preferences towards Mc Donald’s v/s KFC.

•Secondary Objective:

1.To compare customer satisfaction level towards KFC and McDonalds


2.To analyze the brand strength of Mc Donald’s v/s KFC.
3.To analyze advertising strategies adopted by Mc Donald’s v/s KFC.
4.To analyze the areas of improvement in future prospects of Mc Donald’s v/s
KFC.
5.To access the user satisfaction towards service, Hygienic, Advertisement, delivery of the products.
6.To identify the factors affecting the choice of Indian young consumers for fast food.
Research Methodology

• Data collection

In this project primary data has been used and all the data is presented in the form
of pie charts.

• Primary data

Primary Data are those, which are collected afresh and for the first time, and thus
happens to be original in character. Primary data used in this project is collected
through Questionnaire method. This method proved to be great help in getting
the required information.
Statistical & Presentation tools used
• Sample size
 A customer-based survey was conducted in which 100 people were asked to fill
the questionnaire covering the students of college falling in the age group of 19
to 23 years old.
 Non Probability sampling was used within which convenience sampling
technique has been used. The responses have been collected from the customers
depending on their availability and their willingness to respond.

• Classification and Representation of Data


 First classified i.e. grouped qualitatively and quantitatively according to the
situation or the type of the data which was collected. After classifying is
represented in the form of tables i.e. systematically arranged in columns and
rows. The collected data is graphically represented in the form of PIE CHARTS.
Findings

1. The customers are mostly satisfied towards the price, quality and taste of KFC products.
According to Hygiene, Preparation time, Nature of product and hospitality McDonalds was
prefered much.

2. There is no significant relation between vegetarian and non-vegetarian respondents to


prefer the product of KFC and McDonalds.

3. 27% of respondents visit KFC or McDonalds once in two weeks. Majority (72%) of
respondents visit KFC or McDonalds with their friends.

4. 28% of KFC customers and 54% of McDonalds customers are satisfied with overall eating
experience, rating excellent.

5. 24% of KFC customers and 54% of McDonalds customers are not satisfied with price of
the food.

6. 11% of KFC customers and 25% of McDonalds customers are satisfied with taste of the
food.
Conclusion

• In India fast food market is strongly dominated by these 2 brands. But when it comes
to comparing these two brands the following study brings us to a conclusion that
McDonald’s is observed as a more pocket friendly eating experience with satisfactory
prices being offered by the fast food giant. Also McDonald’s staff is rated above KFC
in terms of responsiveness and prompt service.
• Where, McDonalds has definitely proved a point for themselves KFC who re-entered
in 2003 has also shown a rapid progress and it will be no wonder if in the coming
years KFC overtakes McDonalds in the Indian market. Both the food giants give each
other immense competition in terms of customer satisfaction, service quality and
promotional strategies.
• Summarizing all points we conclude that McDonalds is growing faster and better than
KFC by satisfying its customers, by providing quality and maintaining consistency.
KFC needs to look at few crucial aspects to catch up with McDonald’s and increase its
market share.
BIBLIOGRAPHY

 C.R. KOTHARI,” Research Methodology”, WISHWA PRAKASHAN Publishing,


Printed in India, Bangalore, and Year1998.
 PHILIP KOTLER,” Marketing Management, Ninth Edition”, Prentice Hall, Printed
In India, Year 1999.

• WEBLIOGRAPHY
 www.google.com
 www.kfc.com.in
 www.wikipedia.com
 www.encyclopedia.com
Thank You

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