1. Summer Training Research Presentation
on
“ CUSTOMER PERCEPTION TOWARDS
KFC”
Under The Supervision of
Prof S.K, Singh
IBA, GREATER NOIDA
Presented by
Pranshul Rathee
FPG 14-16/018
2. INTRODUCTION
IMRB International (formerly “Indian Market Research Bureau”) is a
multi-country market research, survey and business consultancy firm
that offers a range of syndicated data and customized research services
Headquartered in Mumbai, India with operations in over 15 countries
Established in 1970 by Hindustan Thompson Associates
Number of employees- 1200
IMRB is one of the largest providers of market research in India in an
industry estimated to be worth a minimum of $ 187 million
IMRB started Two studies for the first time i.e. Market Pulse and
Audience Measurement System
It has been rated the ‘Best Market Research Company’ by MRSI
5. Divisions of IMRB
International
ABACUS BUSINESS
BIRD- Business & Industry Research Division
BSG- Brand Science Group
CSMM- Consumer Satisfaction Management &
Measurement
Media & Panel Group
PQR- Probe Qualitative Research
Quantitative Research
MindTech Systems
Social and Rural Research Institute
6. SECTORS OF IMRB
Agriculture/agro products
Distribution/retail trade
Finance/Banking Insurance
IT Hardware and Software practice
FMCG
Social and Rural areas
Travel and tourism
E – Governance
Construction and building materials
Processed food
7. SOME TOP CLIENTS OF
IMRB
BAT Group
Bharti Group
Cadbury
Ford Group
Frito Lay
Glaxo Smithkline
Heinz
Indian Airlines
ITC Group
Millward Brown
Nestle
Pepsi Group
Reckitt Benckiser
Unilever Group
8. Projects That I Did at IMRB
EXAMINE
APPAREL
RHUBARB
PROJECT CAM
SHOPPERS INTERCEPT
9. OBJECTIVE OF THE
STUDY
To Judge the Consumer perception towards KFC and
its Offerings
To become the most preferred Non-Vegetarian
Restaurant
To Know the customers Loyalty towards KFC
To Know the customer satisfaction level from the price
and taste of KFC Products and services
To Know the customer Expectations from KFC
10. RESEARCH
METHODOLOGY
Research Method- Descriptive research
Data Collection – Primary Data
Sampling area- KFC Kalkaji, New Delhi
Sample Size- 60
( Achieved by me- 35 out of 60)
Sampling Technique- Random sampling
Data Collection- PAPI
12. INTREPRETATION
Data shows that 90% of respondents prefer visiting restaurant 4-8 times a
month. This gives an impact that average footfall in a restaurant is twice in
a week.
1. HOW MANY TIMES IN A MONTH DO YOU PREFER VISITING
A RESTAURANT?
(A) 4-6 TIMES (B) 6-8 TIMES (C) 8-10 TIMES (D) MORE THAN
10 TIMES
4-6 TIMES 6-8 TIMES 8-10 TIMES MORE THAN 10 TIMES
RESPONSE 28 23 7 2
0
5
10
15
20
25
30
FREQUENCY
NO. OF VISITS PREFERRED
13. INTREPRATATION:
Survey suggests that KFC and McDonald are among the most favored restaurant
for having food. KFC being new entrant of the two is still favored the most the
reason may be its effective marketing, quality, customer approach. Wimpy’s is
least favored among the given options.
2. WHICH IS YOUR MOST PREFERRED OUTLET FOR HAVING
FOOD?
(A) MCDONALD’S (B) KFC
(C) WIMPY (D) PIZZA HUT
MCDONALD KFC WIMPYS PIZZA HUT
RESPONSE 25 28 3 4
0
5
10
15
20
25
30
FREQUENCY
MOST PREFERRED OUTLET
14. INTREPRATATION:
55% of the respondents rated food quality as the most influencing factor for
having food at KFC. Then around 38% opted for ambience as the judging factor
and the remaining went for food variety. So crux can be taken that good food
quality is offered at KFC.
3. WHICH OF THE FACTOR INFLUENCE YOU THE MOST TO VISIT
KFC?
(A) AMBIENCE (B) FOOD QUALITY
(C) FOOD VARIETY (D) CUSTOMER SERVICE
AMBIENCE FOOD QUALITY FOOD VARIETY CUSTOMER SERVICE
RESPONSE 21 33 6 0
0
5
10
15
20
25
30
35
FREQUENCY
MOST INFLUENCING FACTOR
15. INTREPRETATION:
Survey shows that 62% of people do not prefer having
Vegetarian food at KFC. Respondents are least favored in
having vegetarian food at KFC.
4. DO YOU PREFER HAVING VEGETARIAN FOOD AT KFC?
(A) YES…… (B) NO……...
YES
38%
NO
62%
PREFER VEGETARIAN FOOD AT KFC
16. INTREPRATATION:
The survey shows that 60% of Non-Vegetarian preferring people like having
Chicken bucket and remaining prefer Zinger Burger. So it can be concluded that
Bucket and Zinger Burger is the most demanded Non-Vegetarian Item preferred at
KFC whereas Snacker and Game Box is the least preferred by customers.
5. WHICH NON-VEGETARIAN ITEM DO YOU PREFER THE MOST AT
KFC?
(A) ZINGER BURGER (B) CHICKEN BUCKET
(C) SNACKERS (D) GAME BOX
ZINGER BURGER CHICKEN BUCKET SNACKERS GAME BOX
RESPONSE 20 36 3 1
0
5
10
15
20
25
30
35
40
FREQUENCY
NON-VEG ITEM PREFERRED
17. INTREPRATATION:
Veg Feast is preferred by 20 out of 23 Vegetarian food preferring
customers at KFC then the second preferred item is Veg Thali. Cheese
Snackers is among the least preferred in Vegetarian Items. Whereas 37 out
of 60 prefers to eat Non-veg only.
6. WHICH VEGETARIAN ITEM DO YOU PREFER THE MOST AT KFC?
(A) VEG FEAST (B) VEG THALI
(C) CHEESE SNACKER (D) DOES NOT PREFER VEG
VEG FEAST VEG THALI CHEESE SNACKER DO NOT PREFER VEG
RESPONSE 20 3 0 37
0
5
10
15
20
25
30
35
40
FREQUENCY
VEGETARIAN ITEM PREFERRED
18. INTREPRATATION:
Customer study shows that 70% of customers find the pricing expensive
but still payable where as 15 % find it very expensive and the remaining
15% find it reasonable. So it can be conclude that the pricing done by
KFC is found Affordable by customers and customers are willing to buy.
7. WHAT DO YOU THINK ABOUT THE PRICING HERE?
(A) VERY EXPENSIVE (B) EXPENSIVE BUT STILL
PAYABLE
(C) REASONABLE (D) CHEAP
VERY EXPENSIVE
EXPENSIVE BUT STILL
PAYABLE
REASONABLE CHEAP
RESPONSE 9 42 9 0
0
5
10
15
20
25
30
35
40
45
FREQUENCY
PRICING STRATEGY
19. INTREPRATATION:
The respondents reply shows that 75% customers appreciate the Logo and
Tagline used by KFC. So we can say KFC has applied there Brand
Elements well in the market and they have maintained their brand
communication with the customers.
8. DOES THE LOGO AND TAGLINE ‘FINGER-LICKIN’
GOOD! ATTRACTS YOU?
YES………. NO ………
75%
25%
LOGO AND TAGLINE LIKED
YE
S
20. INTREPRATATION:
Survey done shows that the Sitting facility provided by KFC falls in the corridor
of Normal to Good, 53 respondents out of 60 are in the favor of sitting facility
provided by KFC is Good and Normal, Remaining 7 think that sitting facility is
Bad. So we can conclude that KFC is providing Good Sitting facility to its
customers.
9. WHAT DO YOU THINK ABOUT SITTING FACILITY PROVIDED BY
KFC?
(A) GOOD (B) NORMAL
(C) BAD (D) NO COMMENTS
GOOD NORMAL BAD NO COMMENTS
RESPONSE 30 23 7 0
0
5
10
15
20
25
30
35
FREQUENCY
SITTING FACILITY
21. INTREPRATATION:
Customers visiting KFC prefer most to go with their friends/colleagues 47 out of
60 like their friends to accompany them to KFC where as 12 like to go with their
family. So it suggests that KFC has provided an ambience that is appreciated by
both friends and family.
10. WITH WHOM DO YOU OFTEN GO WITH?
(A) ALONE (B) FRIENDS/COLLEAGUES
(C) FAMILY (D) OTHERS…………
ALONE
FRIENDS/COLLEAGUE
S
FAMILY OTHERS
RESPONSE 0 47 12 1
0
5
10
15
20
25
30
35
40
45
50
FREQUENCY
LIKE TO GO WITH
22. FINDINGS OF THE STUDY
According to survey:
1. The people who are having 2-10 lacs household
income are visiting KFC
2. Most of the people firstly tried low price product just to
have the experience
3. Most of the people rate KFC 4 to 5 on the scale of 5
4. Teenager/youngsters are more interested to visit KFC
23. Conti.
People mostly prefer:
1. To eat Non-veg only at KFC
2. Products of KFC fits quite well with the image
3. KFC is hygienic, and the ambience is quite praise
worthy and customer oriented
70% people say pricing is expensive but still payable
75% people appreciate the logo and tagline
24. SUGGESTIONS
Always serve food immediate after its preparation. Otherwise flavor is lost
Things have to be always fresh; otherwise overall taste is not that delicious.
Cost of product should be low as comparison to other brands.
Advertising should be strong so that the customers are attracted towards the
product.
Coupon system can be arranged for the customers so that they can taste or
have the product without any delay.
There should be good customer dealing.
25. LIMITATIONS
Survey was done in a newly opened branch of which people are not
much aware
A sample size of 60 was taken to fill the questionnaire which again
might not be sufficient, to represent the true picture of perception
& attitude
Findings are restricted to geographical boundaries of Delhi state
The time constraint did not allowed interaction with each
individual
Respondents can be bias towards some personal liking or disliking
which restricts them giving their frank and fair opinion
Since the perception and attitudes varies with each individual so
this effect has been reflected in the study
26. CONCLUSION
Initially it faced few Ethical problems in India but after re-entry
KFC suited very well in India market
The revival strategies like Able to adapt to cultural differences,
tastes and preferences Price sensitivity helped KFC to grasp its
feet in India
The survey done shows that KFC is among the most preferred
place to have Non-veg food in India
The pricing strategy followed by KFC is little expensive as
compared to its nearest competitor McDonald’s but customers are
willing to pay because of Quality and ambience offered by KFC
27. Experience and Learning
Routes of Delhi and Gurgaon
Biscuit Auditing
Dynamics of Marketing Research and how actually
things work in a Field office
Ways of doing an Interview and things should be kept
in mind while interviewing
Time Management
