BRAND AWARENESS QUESTIONNAIREA Survey is conducted by the students of Karachi University BusinessSchool to study the brand awareness of the famous fast food chain“KFC”.1. GenderA. Female (70%)B. Male (30%)2. AgeA. 16-20 years old below (15%)B. 21 – 25 years old (50%)C. 26 – 30 years old (35%)3. Do you go to KFC alone?A. Yes (5%)B. No (95%)4. How many friends or companions do you bring alongwhen dining at KFC?A. Alone (5%)B. One partner (55%)C. More than 3 (40%)
5. How often do you visit fast food outlet?A. Once a week (60%)B. Twice a week (10%)C. More than twice a week (5%)D. Once a month (25%)6. What do you like most about KFC?A. Set value (20%)B. Set size (10%)C. Small size/portionD. Large size/portionE. Taste (70%)F. Price7. Do you know KFC has chicken sold in bucket?A. YesB. No8. Do you find KFC’s TV ad able to portray togetherness?A. YesB. No9. Will you consider buying KFC for your family afterwatching their TV advertisements?A. Yes (30%)B. No (70%)
10. What do you remember most in KFC’s advertisements?A. Jingles / MusicB. Family values shown / portrayedC. StorylineD. Copywriting11. Can you recall KFC’s TV advertisement?A. Yes (70%)B. No (30%)12. In which direction do you think KFC should focus itsimage?A. Family (40%)B. Health (60%)Report:Kentucky Fried Chicken is the worlds largest fried chicken chain and thesecond largest restaurant chain overall.This survey was conducted to know if a communication gap exists betweenKFC and its customers. Our survey had the following findings:About 85 % recalled the T.V advertisement and notice its ads in print andradio and about 76 % people consider buying KFC after watching their TVadvertisements. Jingles / Music are mostly remembered by people in theKFC ad.About 95 % people like to go to KFC with friends and 70% think tasteis the most important factor for them to re-visit. 65% people think thatKFC’s TV ad is able to portray togetherness but 60% believe that KFCshould focus on the family image rather than the friend’s image in their tvads.We can conclude that there is no communication gap between KFC and itsconsumer because their message is properly transmitted to their consumers.
This could also be seen by the fact that 60% people like to visit KFC, once aweek.