Consumer Decision process<br />Reza Mousavi-Scsj0003500<br />
Firm’s Marketing Efforts<br />1. Product<br />2. Promotion<br />3. Price<br />4. Channels of distribution<br />Sociocultur...
INTRODUCTION<br />KFC<br />McD's<br />KFC Corporation based in Louisville, Kentucky<br />    is the world’s most popular c...
Product<br />
Place<br />
Price<br />
criticism<br />Promotion<br />
PRODUCT<br />
  PLACE<br />
‘Proper food at reasonable prices’ <br />Cost base price strategy <br />Price<br />Market segment <br />Standard value mea...
Promotion<br />Nobody does chicken like KFC<br />
PRODUCTS<br />KFC<br />McD's<br />CHICKEN DELIGHT: chicken meal that include Original Recipe or Hot&Crisry with fries and ...
THE PROCESS OF CONSUMER DECISION MAKING<br />
PERCEVING A NEED RECOGNITION<br />KFC<br />McD's<br />The need was hunger and the immediate satisfaction of  hunger throug...
INFORMATION SEARCH <br />KFC	<br />McD’s<br />Internal factors of Information Search by consumers were<br />    1. Recall ...
 ALTERNATIVE EVALUATION<br />KFC<br />McD's <br />RATIONAL CHOICE : For burger and chicken lovers . <br />ATTITUDE CHOICE:...
PURCHASE or BUYING DECISION<br />KFC	<br />McD's <br />The decision of buying a product at KFC was backed by many factors(...
CONSUMPTIONKFC<br /> POSITIVE FEEDBACK<br />NEGATIVE FEEDBACK<br />Consumers were satisfied with the promotions and the pr...
CONSUMPTIONMcD's <br /> POSITIVE FEEDBACK<br />NEGATIVE FEEDBACK<br />Consumers were satisfied with the promotions and the...
POST-CONSUMPTION (EVALUATION)<br />Online surveys, Phone line and Boxes on the counter. taking care of customers before, d...
Divestment<br />
www.crmcdonalds.com<br />
Conclusion<br />McDonald’s operates in an environment that is influenced by diverse cultures, ethnic customs, religious te...
1990<br />2000<br />1980<br />
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KFC vs McDonald

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KFC Vs McD

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  • Transition effect for timeline, slide 2(Basic)Tip: This transition works well for graphics that horizontally span more than one slide. To reproduce the shape effects on this slide, do the following:On the Home tab, in the Slides group, click Layout, and then click Blank.On the Home tab, in the Drawing group, click Shapes, and then under Block Arrows,clickChevron (second row, eighth option from the left). On the slide, drag to draw a long, horizontal chevron shape.Select the chevron. Under DrawingTools, on the Format tab, in the Size group, do the following:In the Shape Height box, enter 0.7”.In the Shape Width box, enter 11.03”.Drag the chevron until it extends past both the left and right edges of the slide. Select the chevron. Under DrawingTools, on the Format tab, in the ShapeStyles group, click the arrow next to ShapeFill, click Gradient, and then click MoreGradients.In the Format Shape dialog box, click Fill in the left pane, select Gradientfill in the Fill pane, and then do the following:In the Type list, select Linear.Click the button next to Direction, and then click Linear Up (second row, second option from the left).Under Gradient stops, click Add or Remove until a total of four gradient stops appear in the drop-down list. Also under Gradient stops, customize the gradient stops as follows:Select Stop 1 from the list, and then do the following:In the Stop position box, enter 0%.Click the button next to Color, and then under Theme Colorsclick White, Background 1 (first row, first option from the left).Select Stop 2 from the list, and then do the following:In the Stop position box, enter 36%.Click the button next to Color, click More Colors, and then in the Colors dialog box, on the Custom tab, enter values for Red: 213, Green: 219, Blue: 221. Select Stop 3 from the list, and then do the following:In the Stop position box, enter 73%.Click the button next to Color, click More Colors, and then in the Colors dialog box, on the Custom tab, enter values for Red: 178, Green: 190, Blue: 194. Select Stop 4 from the list, and then do the following:In the Stop position box, enter 100%.Click the button next to Color, click More Colors, and then in the Colors dialog box, on the Custom tab, enter values for Red: 213, Green: 219, Blue: 221. Also in the Format Shape dialog box, click LineColor in the left pane, and then select No line in the LineColor pane.Also in the Format Shape dialog box, click Shadow in the left pane. In the Shadow pane, click the button next to Presets, under Outer click OffsetBottom (first row, second option from the left), and then do the following: In the Transparency box, enter 60%.In the Size box, enter 100%.In the Blur box, enter 4 pt.In the Angle box, enter 90°.In the Distance box, enter 3 pt. Also in the Format Shape dialog box, click 3-DFormat in the left pane. In the 3-D Format pane, under Bevel,click the button next to Top, and then under Bevel click Circle (first row, first option from the left). Next to Top, in the Width box, enter 4 pt, and in the Height box, enter 4 pt.On the Insert tab, in the Text group, click Text Box, and then on the slide, drag to draw the text box.Enter text in the text box, select the text, and then on the Home tab, in the Font group, select Gill Sans MT Condfrom the Font list, enter 26 in the Font Size box, click Bold, click the arrow next to Font Color, and then under Theme Colors click White, Background 1, Darker 50% (sixth row, first option from the left).On the Home tab, in the Paragraph group, click Center to center the text in the text box.Select the text box. On the Home tab, in the Clipboard group, click the arrow under Paste, and then clickDuplicate. Repeat this process to create a total of three text boxes.Click in each of the two duplicate text boxes, and then edit the text.Drag the text boxes onto the chevron shape to form a row. Press CTRL+A to select all the objects on the slide. On the Home tab, in the Drawing group, click Arrange, point to Align, and then do the following:Click Align to Slide.ClickAlignMiddle.Press and hold SHIFT, and then select all three text boxes. On the Home tab, in the Drawing group, click Arrange, point to Align, and then do the following:Click Align to Slide.ClickDistributeHorizontally.To reproduce the animation effects on this slide, do the following:On the Animations tab, in the TransitiontoThisSlide group, click More, and then under Pushand Cover clickPushLeft.On the Animations tab, in the TransitionstoThisSlide group, in the Transition Speed list, select Slow.
  • KFC vs McDonald

    1. 1. Consumer Decision process<br />Reza Mousavi-Scsj0003500<br />
    2. 2. Firm’s Marketing Efforts<br />1. Product<br />2. Promotion<br />3. Price<br />4. Channels of distribution<br />Sociocultural Environment<br />1. Family<br />2. Informal sources<br />3. Other noncommercial sources<br />4. Social class<br />5. Subculture and culture<br />Input<br />External Influence<br />Need Recognition<br />Prepurchase Search<br />Evaluation of Alternatives<br />Psychological Field<br />1. Motivation<br />2. Perception<br />3. Learning<br />4. Personality<br />5. Attitudes<br />Process<br />Consumer Decision Making<br />Experience<br />A Model of Consumer Decision Making<br />Purchase<br />1. Trial<br />2. Repeat purchase<br />Post-Decision <br />Behavior<br />Output<br />Postpurchase Evaluation<br />
    3. 3. INTRODUCTION<br />KFC<br />McD's<br />KFC Corporation based in Louisville, Kentucky<br /> is the world’s most popular chicken restaurant.<br />KFC is part of Yum! Brands, Inc., which is the world’s largest restaurant system<br />KFC has more than 11000 restaurants in more than 80 countries and territories around the world. Serving more than 12 million customers each day<br />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.<br />  is the world's largest chain of hamburger fast food restaurant <br />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<br />
    4. 4. Product<br />
    5. 5. Place<br />
    6. 6. Price<br />
    7. 7. criticism<br />Promotion<br />
    8. 8. PRODUCT<br />
    9. 9. PLACE<br />
    10. 10. ‘Proper food at reasonable prices’ <br />Cost base price strategy <br />Price<br />Market segment <br />Standard value meals <br />
    11. 11. Promotion<br />Nobody does chicken like KFC<br />
    12. 12. PRODUCTS<br />KFC<br />McD's<br />CHICKEN DELIGHT: chicken meal that include Original Recipe or Hot&Crisry with fries and Pepsi.<br />BURGER MEALS: Very famous range of KFC burger, Zinger meal, Zinger chicken meal<br />BUCKET: Hot & Crispy, Original Recipe, Chicken Strips.<br />RICE MEAL:Chicken Rice Meal.<br />DESSERTS: Brownie Sundae, Soft Twirl.<br />BURGER MEALS:  Burger base on consumer taste. Beef, Fish, Chicken,Veggie,Pork<br />Halal and None Halal<br />Fried Chicken<br />Breakfast<br />Salads<br />Desserts: Kiddie Cone,StrawberrySundae,Hot Caramel Sundae,Hot Fudge Sundae,McFlurry with M&M’s,McFlurry with OREO Cookies,Chocolate Triple Thick Shake,Strawberry Triple Thick Shake,Vanilla Triple Thick Shake,Baked Apple Pie ,Cookies and ….<br />
    13. 13. THE PROCESS OF CONSUMER DECISION MAKING<br />
    14. 14. PERCEVING A NEED RECOGNITION<br />KFC<br />McD's<br />The need was hunger and the immediate satisfaction of hunger through fast food.<br />Mainly targeted at chicken lovers.<br />Growing fast food market : KFC came up with new Products but was copying other fast food chain to stay competitive.<br />The need was hunger and the immediate satisfaction of hunger through fast food.<br />Mainly targeted at all type of consumer<br />The traditional eating habits in new countries have changed.<br />Youngsters, now days want a hanging joint with good food.<br />Growing fast food market:McD came up with New Menu for attracting costumers.<br />
    15. 15. INFORMATION SEARCH <br />KFC <br />McD’s<br />Internal factors of Information Search by consumers were<br /> 1. Recall of advertisements/Print media.<br /> 2. Some perceived KFC as high price ,high quality.<br /> 3. KFC Logo features Colonel Harland Sanders”the smiling”. “Finger licking good” <br />External factors of Information Search are: Friends and Family. Public sources, including various product-rating organizations such as Consumer Reports. <br />Internal factors of Information Search by consumers were<br /> 1. Recall of advertisements/Print media.<br /> 2. Some perceived McD's as satisfy price ,good quality.<br /> 3-’M’Logo ,”I’m Loving it”<br />External factors of Information Search are: Friends and Family. Public sources, including various product-rating organizations such as Consumer Reports<br />
    16. 16. ALTERNATIVE EVALUATION<br />KFC<br />McD's <br />RATIONAL CHOICE : For burger and chicken lovers . <br />ATTITUDE CHOICE: Some people perceived it as high price, high quality products at KFC<br />ATTRIBUTE CHOICE THEORY: By knowing the product well, as in the ingredients, hygiene factors, ambience etc.<br />RATIONAL CHOICE : For burger and all type of meat lovers or Vegetarian. Halal and None-Halal<br />ATTITUDE CHOICE: Some people perceived it as satisfy price, good quality products at McD's<br />ATTRIBUTE CHOICE THEORY: By knowing the product well, as in the ingredients, hygiene factors, ambience etc.<br />
    17. 17. PURCHASE or BUYING DECISION<br />KFC <br />McD's <br />The decision of buying a product at KFC was backed by many factors(as known by consumer survey)<br />SOCIAL SURROUNDINGS: The kind of people around i.e Including others present when a purchase is made.<br />PHYSICAL SURROUNDINGS: Such as decor, music, and ambience, cleanliness etc<br />ANTECEDENT STATES: Which include the consumer’s mood or amount of cash on hand.<br />The decision of buying a product at McD's was backed by many factors<br />SOCIAL SURROUNDINGS: The kind of people around i.e Including others present when a purchase is made.<br />PHYSICAL SURROUNDINGS: Such as decor, music, and ambience, cleanliness etc<br />ANTECEDENT STATES: Which include the consumer’s mood or amount of cash on hand.<br />
    18. 18. CONSUMPTIONKFC<br /> POSITIVE FEEDBACK<br />NEGATIVE FEEDBACK<br />Consumers were satisfied with the promotions and the price<br />Some people were even satisfied with the environment and the friendly attitude of people at cash counters.<br />Some consumers are complain of quality.<br />They found the chicken has been cooked earlier and kept it in warm environment.<br />One of the respondent renamed KFC as BFC(badly fried chicken).<br />
    19. 19. CONSUMPTIONMcD's <br /> POSITIVE FEEDBACK<br />NEGATIVE FEEDBACK<br />Consumers were satisfied with the promotions and the price<br />Some people were even satisfied with the environment and the friendly attitude of people at cash counters.<br />Some consumers are complain about the quality.<br />They found the burger and french-fries has been cooked earlier and kept it in warm environment.<br />McD's is good at making junk foods. <br />
    20. 20. POST-CONSUMPTION (EVALUATION)<br />Online surveys, Phone line and Boxes on the counter. taking care of customers before, during, and after the sale of a product or service.<br />Target is to create a Loyal Customer or to achieve Customer Loyalty.<br />80 percent of McDonalds’ and KFC profits come from 20 percent of customer feedback.<br />A responsible customer is logical, conceptually, loyal, emotionally, and reliable, practically a satisfied customer is inevitable objective for business success, the prominent signs of satisfied customers are:<br />Repeated buying interaction with the organization,<br />Telling friends and colleagues about the advantages of dealing with and purchasing from the organization, &<br />Giving appropriate feedback to organization from time to time.<br />
    21. 21. Divestment<br />
    22. 22. www.crmcdonalds.com<br />
    23. 23.
    24. 24.
    25. 25. Conclusion<br />McDonald’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.<br />
    26. 26. 1990<br />2000<br />1980<br />
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