psychology

1. KFC
Kentucky Fried Chicken

2. Group Members
Salman Ali
Talha Akbar
Noman Ejaz
Moosa Nazir
Adam Khan Khalil

3. Introduction
• Business Unit Of Yum.
• Colonel Harland Sanders (1952)
• 145 countries
• Current CEO – Sabir Sami

4. Physical Environment
Architecture
• Colonel Sanders picture.
• Standardized look
• Colorful details

5. Physical Environment
Layout
• Simple layout
• Feel customers more relaxed

6. Physical Environment
Layout
• Online Store

7. Physical Environment
Ambience
• Color
• Combination od Red, Light brow & White
• Most of the interior is light brown.
• friendly, welcoming, honest, sincere and genuine
• Sound
• Slow and Classic music
• Fast Tempo music

8. Physical Environment
Ambience
• Lighting
• Mostly LED recessed lights are used
• Focus on the Tables only
• Otherwise Dim light
• Smell
• Does not use any external source

9. Wall Decorations
• Picture Gallery
• Fresh fruits and vegetables
• Quotations

10. Human Variables
• Personnel have great interpersonal skills
• Red shirt with black pant

11. Psychological Environment
Crowding concerns
• Separate counters
• Standing in Queue
• Waiting spaces
• Children playgrounds

12. Shopper Movement Patterns
• Short trip
• Products in mind
• Customer types
• The specialists
• The tourists
• The explorers

13. Menu
• Screens are installed
• Put Everyday Value first in the list.

14. Personal Space
• Gives preference to customer privacy
• Separate counter for women
• Separate spaces for Family
• Music

15. Consumer Decision Making

16. Decision Making
Are human good Intuitive Statistician just like Intuitive Grammarian?

17. Non Compensatory Decision Making
• KFC Customers do not trade off the benefits of some attributes
• Irrational Approach
• Appealing ads and sublime environment
• Satisficer

18. Heuristics
Availability Heuristics
• Advertisements
• Available Data's
• Reviews

19. Representative Heuristics
• Best Fast food since childhood
• KFC – share a meal in Ramadan

20. Type of Thinking
• KFC customers deploy Type 1 mental processing
• More than 80% of KFC customers use type 1 of thinking
• Type 2 thinking is witnessed in occasional visitors

21. Design Principles
• Self-service and Quick response
• Chicken based products
• Enriched menu

22. Packaging
• Locally procured packing
• Disposable packaging
• Paper material

23. Positioning
• Upper socio-economic group
• Traded down
• Same brand name but high quality products

24. Placement
• Targeting young generation
• Near educational institutions

25. Sales Techniques
• Promotion
• Product advertising
• Discounts
• Deals

26. Advertising

27. Outline
• 4cs
• Persuation according to consumer
• Personality/motivation
• Hierarchy of Effect
• Branding

28. 4c’s
• Consumers needs and wants
• cost
• convenience to buy
• communication

29. Persuation
• Central route to Persuation

30. Personality/motivation
• Soft sell advertising
• Push and pull strategy

31. Hierarchy of effect
• Awarness( msgs, billboards, social media)
• Knowledge(website, personal app)
• Liking(rating in the app)
• Preference(midnight deals,discounts, b1g1free)
• Conviction(deals+discounts to strengthen desire to purchase)
• Purchase( drivethru, delivery, online service)

32. Branding
• Mass media
• Slogan
• Television
• Newspaper

33. Thank You!