Kentucky Fried Chicken conducted a survey of customers in Karachi, Pakistan to study brand awareness of KFC. The survey found that most customers were male, between ages 21-25, and visit KFC once a week with one partner. Taste was the most liked aspect of KFC. Most customers recalled KFC advertisements and felt the ads portrayed togetherness, though more felt KFC should focus on family over health in their image. The survey concluded there was no communication gap between KFC and customers as the brand's message was properly transmitted.

1. BRAND AWARENESS QUESTIONNAIRE
A Survey is conducted by the students of Karachi University Business
School to study the brand awareness of the famous fast food chain
“KFC”.
1. Gender
A. Female (70%)
B. Male (30%)
2. Age
A. 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 along
when dining at KFC?
A. Alone (5%)
B. One partner (55%)
C. More than 3 (40%)

2. 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/portion
D. Large size/portion
E. Taste (70%)
F. Price
7. Do you know KFC has chicken sold in bucket?
A. Yes
B. No
8. Do you find KFC’s TV ad able to portray togetherness?
A. Yes
B. No
9. Will you consider buying KFC for your family after
watching their TV advertisements?
A. Yes (30%)
B. No (70%)

3. 10. What do you remember most in KFC’s advertisements?
A. Jingles / Music
B. Family values shown / portrayed
C. Storyline
D. Copywriting
11. Can you recall KFC’s TV advertisement?
A. Yes (70%)
B. No (30%)
12. In which direction do you think KFC should focus its
image?
A. Family (40%)
B. Health (60%)
Report:
Kentucky Fried Chicken is the world's largest fried chicken chain and the
second largest restaurant chain overall.
This survey was conducted to know if a communication gap exists between
KFC and its customers. Our survey had the following findings:
About 85 % recalled the T.V advertisement and notice its ads in print and
radio and about 76 % people consider buying KFC after watching their TV
advertisements. Jingles / Music are mostly remembered by people in the
KFC ad.
About 95 % people like to go to KFC with friends and 70% think taste
is the most important factor for them to re-visit. 65% people think that
KFC’s TV ad is able to portray togetherness but 60% believe that KFC
should focus on the family image rather than the friend’s image in their tv
ads.
We can conclude that there is no communication gap between KFC and its
consumer because their message is properly transmitted to their consumers.

4. This could also be seen by the fact that 60% people like to visit KFC, once a
week.