“Reasons behind the Decline in Sales of KFC’s Zingeratha in the Local Market of Pakistan.”

1. Group 4
Muhammad Adil Jamil 20201-28273
Asad Khilji 20201-27341
Ammar Rasheed 20201-28467
Mehak Fatima 20201-27774
Kentucky Fried
Chicken
IoBM (MBA PROGRAM)
CONSUMER BEHAVIOR

2. We will look to …
 Introduction
 KFC Zingeratha?
 Research details
 Conclusion
 Recommendations
 Zingeratha Reviews

3. Introduction
 Colonel Harland Sanders formed KFC.
 Kentucky Fried Chicken is also known as KFC
opened its first franchise on September 24, 1952
in Salt Lake City, Utah.
 KFC more than 18,875 outlets in 125
countries.
 KFC Pakistan started in 1997.

4. Research Topic
“Reasons behind the Decline in
Sales of KFC’s Zingeratha in
the Local Market of Pakistan.”

5. Zingeratha
Crispy zinger strips rolled into a
paratha with a fusion of imli ki
chatni & mint mayo along with
fresh onions.

6. KFC Zingeratha - Do Ka Fusion

7. KFC Zingeratha - Do Ka Fusion

8. Executive Summary
 The purpose of this research is to identify the
reason behind the decline in sales of KFC’s
Zingeratha by focusing on the importance of
localization trend that influence Customer
preference.
 The result for our research includes factors
that were Localization, Price, Brand loyalty,
Customer satisfaction and Product innovation.

9. Problem Statement
 KFC launched Zingeratha consumer appreciated
innovative fusion of zinger and paratha, but KFC
faced challenges of pricing and taste, local fast-
food chains competition, local products varieties.
 Consumer perception of bun kebab its price
should max 50 Rupee but McDonald's offer bun
kebab in 250 RS same as KFC offer zingeratha in
250 rupees but consumer perceived zinger-atha
as a zinger roll that why pricing is a big challenge
to meet the local market.

10. Problem Statement
 Zingeratha also had this sweet and non-spicy
taste element which the customers did not like.
 How KFC will compete with other local and
international fast-food chains.
 Low price restaurant which already captured the
local market to provide low price deals i.e., local
fast food chain hot n spicy offer zinger rolls in
PKR 150.

11. Purpose of Study
 The main purpose of research to review and verify
the factors which affected the sales of Zingeratha in
Pakistan market.
 To find out the localization adaption process and
how the customer will think and give feedback.
 Objectives are to investigate; how much customer
is loyal and satisfies with KFC.

12. Conceptual Framework

13. Research Questions
 “Reasons behind the Decline in Sales of KFC’s
Zingeratha in Local Market.”
 We have conducted the research which is to
understand declined in sales KFC’s Zingeratha.
 How KFC can attain its goal of entering the trend
through its innovative products (Fusion products).

14. Research Methodology
 The research aims to explore the consumer’s insight about the
choice of KFC’s Zingeratha and the type of research is
Quantitative Research.
 The Sample size was around 60 participants which were
provided a questionnaire of 15 questions.
 The questionnaire was developed in Google Forms and
submitted to a variety of participants through social media
platforms which included WhatsApp and Facebook.

15. Questionnaires
 Demographic
 KFC visits
 Review about Zingratha
 International fast-food chain comparison with Local market
 Western fast-food chain KFC’s Zingratha
 Price
 New Product InnovationTaste
 Other Brands
 Customer Loyalty
 Customer satisfaction
 Experience
 Suggestions
 Future to purchase

16. Analysis
Variables Items
Localization International fast-food chains in Pakistan are better compared to
local fast-food chains.
New Product
Innovation
I like to eat local and western food fusions like KFC's Zingeratha and
Mc Donald's Bun Kabab.
I am highly motivated to try different local and western fusion
cuisines.
Pricing I am willing to pay high price for a good food
The price of Zingeratha is reasonable.
The prices of KFC fast food are expensive.
Brand loyalty I will be purchasing new food fusions from KFC in the future.
I am a loyal customer of a particular fast-food restaurant and would
not switch to any other food outlet.
What is your go to restaurant from the below; KFC, Mc Donalds,
Burger King, Pizza Hut.
Customer
satisfaction
I always have the best food experience in KFC.
I loved the flavor of Zingeratha.

17. KFC Competitors

18. Statistics

19. Results
Localization:
 The localization trend is much important for KFC, because food
habits are formed in people’s lives and across cultures, which
influence buying behavior and customers needs.
Product Innovation
 Customers urge KFC to go for localization by its new product.
Pricing:
 Price of Zingeratha is high.
 Compared with the same product on the local fast-food.
 Despite the hygiene and international standards being provided
by KFC, the price still does not justify the product.

20. Results
Brand Loyalty
 Brand loyalty is hard to maintain when it comes to the fast-
food industry, most of them preferred KFC as their go to
international fast-food chain and with the majority visiting the
brand at least once in a month.
Customer Satisfaction
Experience being provided by KFC-Zingeratha is not good.
 They feel that the experience has become repetitiveness and
consistency was not being maintained of quality.
In terms of the Zingeratha experience the customers found it a
bit too sweet for their taste as they were more inclined from local
fast-food chains and this did not satisfy their taste.
Overall, the respondents were all for new additions like new
sauce or flavors that maybe make it better.

21. Conclusion
 The response analysis indicates that customer want KFC to go
for product adaption and localization by respecting local taste.
 Customers are not satisfied with KFC pricing, and they want
KFC to add some local flavor touch and innovation.
 To increase brand loyalty and customer satisfaction, KFC should
improve products with diversification and innovation tactics.
 Most customers prefer KFC should launch localized products,
due to their focus on hygienic and consumer friendly
environment as well as standardized graded ingredients used in
products but as per customer’s feedback.

22. Recommendations
 Customers through our research, it is vital for KFC to
investigate products that are more inclined towards spicier
taste.
 It is recommended that KFC could provide different sauces
that could go with their different products that would also
enhance the product line.
 As most of the customers identify themselves as price-
sensitive, it could be beneficial to visit the pricing as well to
increase visits by the customers.
 In terms of customer satisfaction, it is suggested that KFC
should re-evaluate their outlets monthly so consistency is
maintained throughout the country.
 The Zingeratta needs to be reinvented with different flavors to
cater to different customer tastes.

23. KFC Zingeratha Review

24. KFC Zingeratha Review