sadgi project

8/12/2019 Sadgi Project

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Summer Training Research Project ReportOn

To study the Market Strategy and Customer

Perception about KFC in Delhi (NCR

For the partial fulfillment of the requirement of

M!ST"R #F $%S&N"SS !DM&N&STR!TN

Affiliated to Mahamaya Technical University !oida "U#P#$"%&''(%&')$

%nder The 'uidance o ) Under the Supervisionof:Mr. UTTKARSH SHUKLA Mr. PANKAJCHAUDHARY

Submitted byM&SS* S!D'& $!'+",

Roll No*-./0123300

*!+T Management School


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,(- .no/ledge Par0(++ *reater !oida " *# 1# !agar$

*!+T Management School,(- .no/ledge Par0(++ *reater !oida "*# 1# !agar

2ate3

To 4hom &t May Concern

This is to certify that Mr# 4Ms# S!D'& $!'+", student of M#1#A# course "%&'&('%$ at'N&TManagement School /ith dual speciali5ation in M!RK"T&N' 5 +%M!N R"S#%RC" hassatisfactorily completed the summer "!-R$Research project on STUDY ! MARK"T STRAT"#Y AND P"RC"PT$ N A% UTK!C $N D"LH$ &.

This study is done under the guidance of the undersigned 6y partial fulfillment for the a/ard of

M#1#A# + /ish him4her all the 6est for 6right future ahead#

Faculty Super6isor Director


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Certi icate

From company

!ckno7ledgement

Pre ace


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A'(no)*ed+e,entI would like to record our thanks to Mr s. Dr. S-vit- Moh-n /Dire'tor0 #N$ T1M-n-+e,ent S'hoo* , Mahamaya technical University for encouraging andsupporting me in doing this project successfully.

I owe my personal debt of gratitude to our guide MR. Utt(-rsh Shu(*- for hisvaluable ideas, creative support, timely advice, keen interest and the encouragementshown in successful completion of this project.

I am deeply indebted to Mr. P-n(-2 Ch-udh-r3 (Field !ecutive" under whoseguidance the project was carried out, and for valuable support, motivation, andassistance which served as the forces that helped me to bring this project to itspresent shapes.

#nd all other faculty members, students, friends and all those who are directly andindirectly involved in this endeavour.

2AT73 SA2*+ 1A*879

M1A )R2 S7M


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PR"F!C"

:9earning categori5es you and practicing on that learning speciali5es you;# Theoretical

concepts taught and discussed in the classroom prove useful if they have to remain relevant#Practice orientation of management student is must generating competence to deal /ith issues

at grass root level it is for this reason that t/o month training project study is prescri6ed as a

part of sylla6us for M1A 2egree#

This training is the mode of imparting practical training to the student# The o6jective is to

provide a deep insight into practical aspects of the functioning

of the organi5ation# Thetrain apprises the student to the actual function responsi6ility and

pro6lem faced 6y an organi5ation# +t provides him /ith the 0no/ledge of the various 0ind of

pro6lem that crop up in the day to day functioning of the organi5ation #The /ay they are

solved 6y the departments and appraisal of the crucial decision ta0en 6y the manager at the

crucial time# + got the opportunity to join +MR1 as a summer trainee#

+ /as fortunate enough to complete my mar0eting training at +MR1 2798+#

The e


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D"C,!R!TN

+ here6y that the summer Training project titled : To Study The Market Strategy !nd

Custommer Percection # KFC &n Delhi (NCR ; 6ased on my training in &MR$ is anoriginal and authentic /or0 done 6y me and is 6ased upon the study conducted 6y me#

The project /as underta0en as a part of the M1A programme of *reater !oida +nstitute of

Technology and Management school *reater !oida#

$#% &'#$ I )# * + M)# -$

' M


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&nde8Sl*no* Topics Page Number From To

+nstitute=s certificate

-ompany=s certificate

Ac0no/ledgement

Preface

'# +ntroduction

'#' A6out the topic

'#% O6jective of the study

'#) Methods employed

'#>Significance of the study

%# +ndustry Profile

)# -ompany Profile

># S/ot Analysis

?# Financial analysis of the company

,# 2ata analysis and +nterpretation of@# Findings

# -onclusion

B# Suggestion

'imitation of the study

''# Anne


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CHAPT"R 4 5

$NTR DUCT$ N


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A% UT TH" T P$CMarketing Strategy

.F- as a 1rand

.F- is one of the 6est(0no/n 6rands /orld/ide 2oing +ntegrated assignment /e study ho/

.F- continually aims to 6uild its 6rand 6y listening to its customerDs also identifies the various

stages in the mar0eting process#

1randing develops a personality for an organi5ation product or service# 1rand +magerepresents

ho/ consumers vie/ the organi5ation#

1randing only /or0s /hen 6ehaves and presents itself in a consistent /ay Mar0eting

communication methods such as advertising and promotion are used to created colors design

and image /hich gives a recogni5a6le face #At .F- this is represented 6y its familiar logo(

-olonel 8arland Sanders is shedding his /hite suit jac0et for a red coo0#

Mar0eting involves identifying customerDs needs and requirements and meeting these needs in 6etter /ay then its competitors# +n this /ay a company creates loyal customers#

The stating point is to find out /ho are potential customers are(not everyone /ill /ant /hat

.F- has to offer# The people .F- identifies as li0ely customers are 0no/n as 0ey audiences#

8aving identified its 0ey audiences a company has to ensure a mar0eting mi< that created that

appeals specifically to those people# The mar0eting mi< is a term used to descri6e the fourmain

mar0eting tools">PDs$3'#Product%#Price)#Place>#Promotion


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Using that detailed information a6out its customers# .F-Ds mar0eting department candetermine3'# Ehat products are /ell received%# Ehat prices consumer /illing to pay

)# Ehat T#G# Programmes ne/spapers and advertising consumer read or vie/># Ehat restaurants are visited

Mar0et research is the format /hich ena6les .F- to identify this 0ey information# Accurate

research is essential in creating the right mi< to /in customers loyalty#

+n all its mar0et .F- faces competition from other 6usinesses# Additionally economic legaland

technological changes social factors retail environment and many other elements affect .F-

success in the mar0et#

Mar0et research identifies these factors and anticipates ho/ they /ill affect people=s/illingness

to 6uy# As the economy and social attitudes change so do 6uying patterns# .F- needs to

identify /hether the num6er of target customers is gro/ing or shrin0ing and /hether their

6uying ha6its /ill change in the future#

Mar0et research considers everything that affect 6uying decisions# These 6uying decisions can

often 6e affected 6y /ider factors than just the products itself# 9f psychological factors are

important e#g# /hat image does the product give or ho/ the consumer feels /hen purchasingit

Through mar0eting Mc2onald=s esta6lishes a prominent position in the minds of customers#

This is 0no/n as 1randing#

Meeting the needs o Key audience

There are a limited num6er of customers in the mar0et# To 6uild long(term 6usiness it is


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essential to retain people once they have 6ecome customers# For e


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The business can then determine 7hat it needs to do in identi y di erent types ocustomers* For e8ample 3A parent /ith t/o children might visit Gisits .F- to give the children treat#A children /ants to visit .F- As it is a fun place to eatA 6usiness customer Gisits .F- during the /or0 day as service is quic0 the food taste is great can 6e eaten in the

car /ithout affecting 6usy /or0 schedule#Teenager visits .F-The Rupee saver menu is afforda6le and there is +nternet access in some restaurant#

These e


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H Financial resources availa6le for mar0eting

Once the strengths and /ea0nesses are determined they are com6ined /ith the opportunities

and threats in the mar0et place# This is 0no/n as SEOT analysis "Strengths Eea0nesses

Opportunities and Threats$# The 6usiness can then determine /hat it needs to do in order toincrease its chances of mar0eting successfully#


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#$9"CT&:" #F ST%D;

Eill the customers 6e loyal to the specified product of .F-

Ehat do the customers li0e or disli0e a6out the .F- product

Ehat change they /ant to do in the .F-

8o/ much the customer is satisfied from .F- product

+s cutomer satisfied from the price and taste of .F- product

Ehat are the customer e


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M"TH D "MPL Y"D

R"S"!RC+ M"T+#D#,#';

The information required for conducting the study /ould 6e 6ased on questionnaire# The

questions are designed to 0no/ the customer perception a6out .F-# The analysis /ould 6e

6ased on primary data collected through questionnaires and information o6tained through

internet and journals regarding the revival mar0eting strategy adopted 6y .F- in +ndia#

R"S"!RC+ D"S&'N< Descripti6e

The research design /ould 6e descriptive in nature as + have to find out the underlying

perceptions and 6ehavior of consumers#

R"S"!RC+ !PPR#!C+< =uestionnaire

The questionnaire as0ed from respondents is 6asically of o6jective type# +t is supported 6y

6oth open and close ended questions#

The questionnaire method is used to 0no/ the consumer 6ehavior and perception# The

questions are intended to 0no/ the underlying factors that affect perception to/ards .F- in

+ndia#

R"S"!RC+ M"T+#D#,#';< Sur6ey Method


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For achieving the o6jectives of study survey /as conducted# For conducting the survey a

questionnaire /as made# The respondents /ere duly as0ed to fill questionnaires regarding their

perception li0ings and preferences regarding .F-#

Method o Data Collection)

Primary Data 3

The primary data for the project is collected through questionnaire filled 6y therespondents#

Secondary Data 3

The secondary data used in the project has 6een collected from various articles /e6sites I

1oo0s#

S!MP,&N' T"C+N&=%" > Random Sampling

Sample si?e ( ,&

Statistical tools ( MS(e


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S&'N&F&C!NC" #F T+" ST%D;

Selling of any product there is needed to 6uild relationship /ith customer# For 6uilding a

relationship there is need for 0no/ing the customer 6ehavior and ho/ /ill 6e they satisfied

This project is underta0en to 0no/ the customer satisfaction for the product of .F- "at 2elhi$#

The mar0et survey has done in .F- outlets# The project is useful for the 6etter understanding

of the customer satisfaction# The project encompasses the various satisfaction of customer#

Their pre and post satisfaction /hen they are eat# There is also overvie/ of the customer=s

attraction to/ards .F-# This study /ill help .F- to 0no/ the most popular /ay 6y /hich

they are providing services and quality to the customers and to 0no/ various customers

Perceptions# From the study /e found that the customers /ere highly satisfied /ith the

products and service of .F-J it also found that .F- is having a good 6rand image in the

mar0et# The present is the era of customers# -ustomers are more 0no/ledgea6le than ever

6efore and 6ecause the customer is more 0no/ledgea6le companies must 6e faster more agile

and more creative than fe/ years ago# So .F- should strive to enhance customer satisfaction

through 0no/ing their e


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CHAPT"R 4 6

$NDUSTRY PR !$L"


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&NTR#D%CTN

Many companies in the domestic food and beverage industry were established duringthe post /01 s, as part of the overnment2s import substitution regime. %he I'I or

Import 'ubstitution Industry model as it came to be known, focused on substitutingforeign products with locally manufactured items.

*owever by // , after the liberali3ation of the %rinidad and %obago foreigne!change system, the range of products produced by the local industry e!pandedconsiderably, inresponse to greater competition.

%he Food and )everage sector today boasts of global players with internationallyrecogni3ed brands, e.g. #ngostura +imited, 4iss )aking Industries, 45 5onfectionery,'M 6aleel, 5hief )rand 7roducts, and a large cadre of smaller companies speciali3ingin 5aribbean niche products. 8ith appro!imately 9:1 registered firms, the industry isfirmly established in the 5#-I5;M and regional markets.

#part from its direct dependence on primary agriculture, the food and beverageindustry is part of an established value chain, maintaining linkages with such areas asprinting and packaging, research and development, and training< which all togethersupport growth of the industry.

S"CT R PR !$L"

%he food and beverage sector continues to e!perience relatively high levels ofe!pansion, with real $7 growth averaging / percent between :11 and :110 alone,e!ports of over %%=/11 million, and employing appro!imately /,111 persons. In termsof the future outlook for the industry, with the continued e!pansion of the localeconomy, the domestic food and beverage sector is e!pected to continue along itsprogressive track.

In addition, e!pansion of the regional economy, renewed efforts for research andfurther product development, and strategic niche marketing will also supportsustained growth over the longer term. %he Food and )everage Industry$evelopment 5ommittee (F)I$5" comprising Ministry of %rade and Industry technicalofficers, industry operators and stakeholders has been mandated to drive thedevelopment of the industry, in particular through implementation of the strategic plan.


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The food and beverages industry is all companies involved in processing raw food

materials, packaging, and distributing them. This includes fresh, prepared foods aswell

as packaged foods, and alcoholic and nonalcoholic beverages. Any product meant for

human consumption, aside from pharmaceuticals, passes through this industry.

Highly FragmentedHighly Concentrated

The Food and everage industry is Fragmented . The production in this industry is

divided among a few different companies, however, no single firm has large enough

share of the market to be able to influence the industry!s direction or price levels.

Primary Demand Drivers "emographic shift #particularly trends in population and age, household si$e,

and dispoable income% Consumer tastes

Profitability Drivers &ood product mi' (fficient operations

)uperior service

(ffective marketing

the past half*century, the food and beverage industry has blossomed from acollection

of mom*and*pop operations to a trillion*dollar powerhouse led by huge international

corporations. Familiar names like Coca*Cola , )tarbucks and +c"onald!s can befound

in every corner of the globe. The overarching theme dominating the food andbeverage

industry is e'ploding global demand and rapidly rising food prices. The breakneck
http://www.wikinvest.com/wiki/Coca-Cola_Company_(KO)http://www.wikinvest.com/wiki/Starbucks_(SBUX)http://www.wikinvest.com/wiki/McDonald's_(MCD)http://www.wikinvest.com/wiki/Coca-Cola_Company_(KO)http://www.wikinvest.com/wiki/Starbucks_(SBUX)http://www.wikinvest.com/wiki/McDonald's_(MCD)


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su6(sectors of the food processing industry# 8ealth food and health food supplements isanother

rapidly rising segment of this industry /hich is gaining vast popularity amongst the health

conscious#

+ndia is one of the /orlds major food producers 6ut accounts for less than '#? per cent of

international food trade# This indicates vast scope for 6oth investors and e& &&& crore "' crore L '& million$ annually as at the start of

year %&& The industry has the highest num6er of plants approved 6y the US Food and 2rug

Administration "F2A$ outside the USA#

+ndiaDs food processing sector covers fruit and vegeta6lesJ meat and poultryJ mil0 and mil0

products alcoholic 6everages fisheries plantation grain processing and other consumer product

groups li0e confectionery chocolates and cocoa products Soya(6ased products mineral /ater

high protein foods etc# Ee cover an e


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There are a6out million restaurants in the /orld and some )&& &&& restaurant companies#The

restaurant industry divides itself into full(service and fast(food restaurants# Full(service

restaurants include family restaurants "such as 2ennyDs$ dinner houses "2arden RestaurantsD

Red 9o6ster$ and grill46uffet type eateries "MetromediaDs Ponderosa$# The fast(food sector

includes sand/ich shops /hich means ham6urgers and Me


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CHAPT"R 4 7

C MPANY PR !$L"


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&NTR#D%CTN

.F- -orporation is the largest fast(food chic0en operator developer and franchiser in

the /orld# .F- is a /holly o/ned su6sidiary of Pepsi-o +nc# until late 'BB@ it operates

over ? &&& units in the United States appro%(seat restaurant a motel and a gas station# 2uring the 'B)&s an image that /ould 6ecome

0no/n throughout the /orld 6egan to develop# First Sanders /as named an honorary

.entuc0y -olonel 6y the state# +n the early 'B)&s /hen he started coo0ing and serving food

for hungry travellers /ho stopped 6y his service station in -or6in .entuc0y US# 8e did not

o/n a restaurant then 6ut served people on his o/n dining ta6le in the living quarters of his

service station# 8is chic0en delicacies 6ecame popular and people started coming just for food#

.entuc0y Fried


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KFC's Mission Statement

The Association of Kentucky Fried Chicken Franchisees, Inc. is united to protect, promoteand advance the mutual interests of all member franchisees and the Kentucky Fried Chicken

system."

-hic0en /as 6orn# Over the ne Sanders franchised more than ,&&

chic0en outlets in the US and -anada#
http://imageshack.us/


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Market !nalysis

A mar0et in this conte


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Micro en6ironment

The microenvironment consists of all forces that are close to .F- and on /hich .F- has an

impact# They directly affect .F-=s a6ility to serve its customers# ".otler et al %&&)$# Three

major components influence .F-=s micro environment3

"F#

&raphic 2 #)ource3 4otler et al 5662% +icro (nvironment

Company Competitors

Consumers


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KFC &N &ND&!

Foreign fast food companies /ere allo/ed to enter +ndia during the early 'BB&s than0s to the

economic li6erali5ation policy of the *overnment of +ndia "*o+$# One of the first fast food

multinationals to set foot in +ndia /as .entuc0y Fried -hic0en ".F-$ o/ned 6y Pepsi-o#

.F- received permission to open )& ne/ outlets across the country# +t chose 1angalore as its

launch pad 6ecause the city had a su6stantial upper middle class population /ith a trend of

families eating out# Also it /as considered +ndia=s fast gro/ing metropolis in the 'BB

The 1angalore outlet /as opened in une 'BB?# Apart from 1angalore Pepsi-o planned to

open ,& .F- outlets in the country over the ne


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BONELESS CHICKEN

$%CK"T

BUCKET VARIETY

BUCKET

'!M" $#A

GAME BOX


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T#!ST"D T4&ST"R

B&N'"R $%R'"R

:"' #PTNS


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VEGGIE FEAST

VEG THALI

VEG RICE THALI

KR%S+"RS
http://www.kfc.co.in/krushers/sparkling.htmlhttp://www.kfc.co.in/krushers/smoothie-krushers.htmlhttp://www.kfc.co.in/krushers/crunchy.htmlhttp://www.kfc.co.in/KFCAllMenu.aspx#%23


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D"S"RTS

SOFT TWIRL SUNDAES

BROWNIE SUNDAY

.F- is the /orld=s !o#' -hic0en CSR and has industry leading stature across many countries

li0e U. Australia South Africa -hina USA Malaysia and many more# .F- is the largest

6rand of um Restaurants a company that o/ns other leading 6rands li0e Pi55a 8ut Taco

1ell AIE and 9ong ohn Silver# Reno/ned /orld/ide for it=s finger lic0ing good food

.F- offers its signature products in +ndia tooN .F- has introduced many offerings for its

gro/ing customer 6ase in +ndia /hile staying rooted in the taste legacy of -olonel 8arland

Sander=s secret recipe# +ts signature dishes include the :crispy outside juicy inside; 8ot and
http://www.kfc.co.in/KFCAllMenu.aspx#%23http://www.kfc.co.in/KFCAllMenu.aspx#%23http://www.kfc.co.in/KFCAllMenu.aspx#%23


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-rispy -hic0en flavorful and juicy Original Recipe chic0en the spicy juicy I crunchy

inger 1urger Toasted T/ister -hic0en 1uc0et and a host of 6everages and desserts# For the

vegetarians in +ndia .F- also has great tasting vegetarian offerings that include the Geggie

1urger Geggie Snac0er and Geg Rice meals# +n +ndia .F- is gro/ing rapidly and today has presence in '' cities /ith close to ?& restaurants


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.F- 1A! "+! -A!A2A$

The follo/ing is an overvie/ of P7TA=s campaign against .F- in -anada#

-ampaign 1ac0ground

+n April %&&' P7TA started discussing cruelty to animals /ith .F-=s e


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Protests

P7TA activists have staged more than '% &&& protests in front of .F-s since the launch of the

campaign in %&&)# They=ve cra/led into cages tied on 6i0inis in the free5ing cold /al0ed

around on stilts and :slaughtered; and :6urned; an effigy of -ol# Sanders#

Resignation of .F-=s Animal Eelfare Advisors

For si< /ee0s in early Fe6ruary %&&? P7TA held several meetings /ith top .F- e


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1achelder resigned 6ecause of her o6jections to .F-=s cruel treatment of chic0ens and

un/illingness to change#

8umane Organi5ations Unite Against .F-

As .F- continues to refuse to eliminate the /orst a6uses suffered 6y the more than ?&

million 6irds slaughtered for its restaurants each year humane organi5ations /orld/ide are

floc0ing together to demand that .F- adopt P7TA=s recommendationsV/hich are the same

recommendations made 6y mem6ers of .F-=s o/n animal /elfare 6oard# oining P7TA in its

campaign against .F- are The 8umane Society of the United States United Poultry

-oncerns Animal Rights +nternational -ompassion Over .illing Gegan Outreach the

Association of Geterinarians for Animal Rights the Animal Eelfare Trust Farm Sanctuary

Animal Place Sequoia 8umane Society 9a0e Shore Animal Shelter -layton -ounty 8umane

Society Marin 8umane Society and Assisi Animal Foundation just to name a fe/#


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P"T! D"C,!R"S :&CT#R; &N C!N!D!

P7TA called off its campaign in -anada after reaching a historic agreement /ith the company

that coordinates purchasing chic0ens for all .F-s in -anada to dramatically reduce thesuffering of the millions of chic0ens 0illed for -anadian .F-s# Most .F-s in -anada are also

introducing a vegan fau


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PR#$,"MS F!C"D $; KFC &N &ND&!

A five(foot tall chic0en complete /ith an ensem6le of feathers and 6ea0 ho66led on a pair of

crutches outside .entuc0y Fried -hic0enDs ".F-$ +ndian outlet in 1angalore#

The chic0en /as 6rought 6y P7TA "People for 7thical Treatment of Animals$ activists /ho

carried placards reading WCuit +ndiaW and WStop Playing Fo/lW "a pun on WFoulW$# The chic0

/as placed at the centre and a peaceful protest /as held against the alleged ill treatment of

6irds in .F-Ds poultry farms# Media persons /ere called to give the demonstration a /ide

coverage "Refer 7


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Only .F- had not acted# Though P7TA had organi5ed other protests earlier the crippled

chic0en campaign 6ecame the precursor for more intensive protests# P7TADs /as one of the

many sho/s of protest against .F-Ds +ndian outlet# The regulatory authorities found that

.F-Ds chic0ens did not adhere to the Prevention of Food Adulteration Act 'B?># -hic0enscontained nearly three times more monosodium glutamate "popularly 0no/n as MS* a

flavor enhancing ingredient$ as allo/ed 6y the Act# Since the late 'BB&s .F- faced severe

protests 6y People for 7thical Treatment of Animals "P7TA$ an animal rights protection

organi5ation# P7TA accused .F- of cruelty to/ards chic0ens and released a video tape

sho/ing the ill(treatment of 6irds in .F-Ds poultry farms# 8o/ever undeterred 6y the protests

6y P7TA and other animal rights organi5ations .F- planned a massive e


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XThey have not e


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TAR*7TT+!* 8+*87R +!-OM7 *ROUP 97G79#

H 1UT AT T87 SAM7 T+M7 PROG+2+!* M7!U E8+-8 -A! 17 AFFOR272 1 T87

M+2297 +!-OM7 *ROUP 97G79 9+.7 .F- M+!+ 1UR*7R AT RS#%? A!2 -AM7

UP E+T8 M7!U 9+.7 8OT -R+SP -8+-.7! E8+-8 -O!TA+!S +!2+A! SP+-7SE8+-8 +!2+A! P7OP97 9+.7#

H1UT !OE T87 AR7 A287R+!* T87 RU97S OF FOO2 -ORPORAT+O! OF

+!2+A A!2 P7TA A!2 7ZPA!2+!* 1US+!7SS SU--7SSFU99 #

C%,T%R!, F!CT#RS &N&T&!,,; &N &ND&! T+!T '# !'!&NST KFC s

#R&'&N!, R"C&P"

H.F- is perceived as a restaurant serving only chic0en(+ndian families o6viously /anted

more varieties#

H 1elieved to 6e e


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"P7TA$ an animal rights protection organi5ation# P7TA accused .F- of cruelty to/ards

chic0ens and released a video tape sho/ing the ill(treatment of 6irds in .F-=s poultry farms#

KFC R"


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footfalls# +t has developed a range of pure vegetarian food# All the vegetarian products are

stored coo0ed and served separately 6y a separate cre/ distinctly identified 6y their colour(

coded uniform says Ms .es/ani#

.F- has around '& % , units /orld/ide follo/ed 6y Taco 1ell /ith @ ''' restaurant units/orld over# 9ong ohn SilverDs is AmericaDs largest quic0(service seafood chain /ith more

than ' %&& units /orld/ide# .F- caters to nearly @ million customers in more than @

countries through '' )) outlets# The company 6elieves that +ndia o/ing to its si5e and

gro/ing aspirations of an up/ardly mo6ile middle class is a critical mar0et in its overall

scheme of things# umN is a fortune ?&& corporation that operates or licenses Taco 1ell .F-

Pi55a 8ut and 9ong ohn Silver=s restaurants /orld/ide#

UMN 1rands +nc# is committed to conducting its 6usiness in an ethical legal and socially

responsi6le manner# To encourage compliance /ith all legal requirements and ethical 6usiness

practices um has esta6lished this Supplier -ode of -onduct for umDs U#S# suppliers#

umN has adopted 6est operational practices to ensure high customer orientation /hich is

demonstrated through -#8#A#M#P#S# This is the um6rella operation programme for measuring

and re/arding an employeeDs performance against customer standards# -#8#A#M#P#S stands

for3 cleanliness hospitality accuracy maintenance product quality and speed# .F-=s

challenge here is to ma0e sure to meet our quality standards in terms of food facilities people

and the overall e


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hour# Such meticulous attention to cleanliness e


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1P s o Marketing


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At this point the mar0eting mi< is put together 3

'# Product

Anything that can 6e offered to a mar0et to satisfy a /ant or need# .F-Ds specialty is fried

chic0en served in various forms# .F-Ds primary product is pressure(fried pieces of chic0en

made /ith the original recipe# The other chic0en offering e


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customers is that they have a choice they have a huge num6er of /ays of spending their

money and places to spend it#

Therefore .F-Ds places considera6le emphasis on developing a menu /hich customers /ant#

Mar0et research esta6lishes e


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/ill vary at different points in their life cycle# Products go through a life cycle /hich is

illustrated 6elo/3

The type of mar0eting ta0en and amount invested /ill 6e different depending upon the stage

product is reached# For e ?[

H +ncome is Rs '& &&& n a6ove#


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Psychographic segmentation

2ividing a mar0et into different groups 6ased on social class lifestyle or personality

characteristics is called psychographic segmentation#

.F- divides mar0et on the 6asis of psychographic varia6les li0e

Social class( Upper and Middle class#

9ifestyle is not specific#

Personality is am6itious and authoritarian

.* Price

Price is the any amount of money that customers have to pay /hile purchasing the

product# More 6roadly price is the sum of all the values that consumers e


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Age3 *enerally there is no age limit focus 6y the .F-# The target and focus is on each

and every individual in a society# .F- finds its largest demographic in the young of

any society#

*ender3 1oth male and females are focused 6y .F- gender does not play any role

here#

8ousehold Si5e3 This plays a vital role in the demographic factor of the .F-# *enerally

they target /hole families rather than single persons# This 6eing the reason for their

Family Meals /hich are 6asically 6undled items served at a nominally cheaper rate#

"conomic Factor

+ncome3 +ncome is an important 0ey factor for .F-# This factor decides /hich class is

to 6e targeted# +n the early rise of .F- they focused on the upper class 6ut slo/ly are

introducing economy meals that attract the lo/er to middle classes#

-onsumption 1ehavior3 +t estimates the 6ehavior of people their li0ing and disli0ing

to/ards the pricing of the products#


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Pricing Strategy

Mar0et s0imming3 .F- glo6ally enters the mar0et using mar0et s0imming# Their

products are priced high and target the middle to upper class people# *radually they

tric0le do/n the prices focusing on the middle to lo/er class people to penetrate 6oth

sides of the mar0et#

H -ost 1ased J .F- price their product 0eeping different points in vie/# They adopt thecost 6ase price strategy# Pricing of the product includes the govt# ta< and e


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E* Promotion

Promotion is the method used to inform and educate the chosen target audience a6out the

organi5ation and its products# Using all the resources of promotion3

H Advertising

H Sales Promotion

H Pu6lic Relations

H 7vents and 7


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conducted on T#G# Radio ne/s paper on /e6site etc#

Ehat distinguishes advertising from other mar0eting communications is that media o/ners are

paid 6efore the advertiser can ta0e space in the medium# Other promotional methods include

sales promotions telemar0eting e


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films#

The right media depends on /ho the vie/ers readers or listeners are and ho/ closely they

resem6le the target audience#

Advertising

The logo of the smiling -olonel is pro6a6ly one of the most recogni5ed faces in the /orld and

instantly 6rings the image of fried chic0en to one=s mind# .F- and its ne/ company jingle

:finger lici0in good; is a frequent announcement on televisions 6ill6oards flyers and radio#

The concept of sho/ing a normal customer deeply involved in devouring his piece of chic0en

usually turns on the drool factory in every6ody=s mouth and ma0es them rush to the nearest

.F-# +n +ndia /here chic0en lovers are plenty a6ound these ads featuring normal people

connect instantly and create a rush at their outlets# Using the follo/ing methods .F- spreads

its message of finger lic0ing good chic0en#

Using Reminder ad6ertisements .F- stimulates repeat purchases of its products# The

company anthem :finger lin0in good; is just a /a0e up call to the consumer to remind them

ho/ good they felt the last time they ate .F- chic0en#

Sponsorship is another tool to strengthen an organi5ations image# .F- is currently the sponsor

of the Australian -ric0et Team and the colonel logo can 6e seen on their uniforms throughout

the matches#

Sales Promotion

H .F- uses the follo/ing tools to further enhance its sales#


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H Premiums

H 7


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1* Place

Place in the mar0eting mi< is not just a6out the physical location or distri6ution points for

products# +t encompasses the management of range of processes involved in 6ringing products

to the end consumer#

+n 2elhi .F- has open its shop /here middle and higher class family teenagers /ill come and

enjoy the food#

T!R'"T !R"!S

: Free home Deli6ery ; strategy Q They provide free home delivery to offices I homes

"select countries$#

!ccessibility Q Resulting in several outlets to cater to the needs of people in I around

the city#

+ectic li estyle Q 2ue to the hectic lifestyle of office goings individuals the fast food

concept saves time of preparing food and gives the customer a full meal quic0ly#

"conomically con6enient Q The pricing appeals to the many classes of a society#

T!R'"T M!RK"T

-* ,ocation

8ectic lifestyle of individuals Q giving them more time at /or0 and less stress a6out

/aiting for food#-ommerciali5ation of ur6an and su6(ur6an mar0ets leading to more

mid(sector people that find high(end eating joints very to e


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rural areas#Ur6an areas are more populated therefore they help /ith attracting higher

revenues

.* Placement o outlets

2ue to .F- placing itself close to schools colleges cinemas and mar0ets /hich are

mostly populated 6y the young and those /ho are in a hurry .F- enjoys a large

num6er of footfalls every day# +n addition they also have outlets close to non(

vegetarians "mostly Muslim populated areas$#

Porter s Fi6e Forces Model(KFC

"ntry

For the current +ndian mar0et for fast food it is not difficult for a fast food restaurant to enter

the mar0et# 8o/ever it /ould 6e e


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for similar restaurant 6usinesses to enter the fast(food chain mar0et .

$uyer Supplier $argaining Po7er

The customers of .F- especially as individual 6uyers have almost no 6argaining po/er

6ecause if only one customer threatens to no longer eat at .F- the store is not going to lo/er

its price 6ecause the cost of losing one customer is not very great# The suppliers li0e the

6uyers have very little 6argaining po/er#

+n terms of food .F- upon its move into +ndia urged many of its U#S# suppliers to also

e


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sand/iches respectively# Traditional +ndian dining home(coo0ed meals and grocery stores

/ith ready(to(eat foods are also su6stitutes as families could choose any one of these over

fast food for a meal# These su6stitutes are definitely considered healthy as compared to the

fast food chains# 7ven foods from street vendors count as su6stitute goods#

Ehile other fast foods serve as su6stitute to .F- they can also serve as complements for fast

foods as a /hole# +f the general price of fast foods goes up .F-=s price rises as /ell and the

same can 6e said of the quantity sold of these products /hich ma0e them complements to

each other# .F- also sets up stores located near popular tourist attractions so tic0ets to these

tourist spots are also complementary goods 6ecause the more people tour these attractions the

more customers .F- /ill get#

Ri6alry

Unli0e /hat one /ould e


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PR#M#TN '##D&"S


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P"ST", !N!,;S&S

Political )

The operations of .F- are affected 6y the government policies on the regulations of fast food

operation# -urrently government are controlling the mar0eting of fast food restaurant 6ecause

of health concern such as cardiovascular and cholesterol issue and o6esity among the youngand children in the country# *overnments also control the license given for open the fast food

restaurant and other 6usiness regulation need to follo/ such as for a franchise 6usiness# *ood

relationship /ith government in giving mutual 6enefits such as employment and ta< is a must

for the company to succeed in any foreign mar0et#

"conomic)

Though for last ' year their /as economic slo/do/n all across the glo6e 6ut the sales of .F-

and other fast food chains did not slo/ do/n to that e


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in %&&@ /as #@ # +ndia has the third highest *2P in terms of purchasing po/er parity just

ahead apan and 6ehind U#S# and -hina# Foreign direct investment rose in the fiscal year

ended March )' %&&@ to a6out K', 6illion from just K?#? 6illion a year earlier# There is a

continuous gro/th in per capita incomeJ +ndia=s per capita income is e years Q

)'# '?(,> years Q ,)#' and ,? years and a6ove Q ?#' # There has also 6een a continuous

increase in the consumption of fast food in +ndia# The social trend to/ard fast good

consumption is changing and +ndia has seen an increase of B& fast food consumption from

the year %&&%( %&&@# This increase is far greater than the increase in the 1R+- nations of

1ra5il "%& per cent$ Russia "?& per cent$ and -hina "almost ,& per cent$# Thus this sho/s a

positive trend for fast food industries in +ndia#

Technological)

The +ndian fast food +ndustry is heating up /ith a lot of foreign players entering the +ndian

mar0et# The technological 0no/ho/ and e


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are attracting youth 6y giving them attractive deals# For e#g# .F- and 2omino=s pi55a# For a

fast food restaurant technology does not give a very high impact on the company and it is not

a significant macro environment varia6les# 8o/ever .F- should 6e loo0ing to competitors

innovation and improve itself in term of integrating technology in managing its operation# Fore


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health for our future generation# -ritics and concern from all pu6lic or activist should 6e

revie/ and support if necessary to ensure /e play our social responsi6ility 6etter#

,egal actors)

As a certified fast food operator there are many regulations and procedures that .F- should

follo/# For e


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the 6everages mar0et 6y launching its ne/ 6rand of sha0es called .RUS87RS# As it is afairly

ne/ product it comes in the category of the Cuestion Mar0 in the 1-* Matri


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therefore is generally not very high 6rought in 6y this product# This product is -AS8

!7UTRA9 for the firm# The company is trying ma0e this product a co/ as /ell 6y reducing

the e


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vegetarian menu has made the 6rand more relevant to a /ider cross(section of the consumer

society# This is essential as /e gro/ the 6rand across the country W says Ms# Sharanita# Ehile

the vegetarian menu has a significant presence in +ndia o/ing to the countryDs distinct tastes

and therefore the need to localise .F-Ds chic0en products that are standardised are alsomodified in certain regards to suit local tastes# .F- officials say the 5inger 6urger in any part

of the /orld or original recipe chic0en tastes the same as the chic0en products are 6ased on

standard recipes# Ehile this 6rand standard chic0en may taste the same in !e/ or0 or

1angalore the sauce or topping is changed# The chic0en strips are served /ith a local sauce or

the sauce of the /rap is changed to local tastes# And as far as +ndia is concerned Ms# Sharanita

says3 WMa0ing itself relevant to local palates .F- launched the /rap as chic0en and paneer

ti00a roll in +ndia#W The .F- menu strategy is to W6alance standardisation and localisationW#

The localisation /or0s in t/o /ays3 to modify a standard chic0en product /ith a different

topping or sauceJ and to have a vegetarian menu /here necessary along /ith the flagship

product chic0en# The localisation e


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chic0ens# Ee require all our suppliers to follo/ /elfare guidelines developed 6y umN

Restaurants +nternational U#S#A# /ith leading e


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geographically dispersed activities and 6oth upstream and do/nstream activities# +t is critical

to go 6eyond one=s immediate suppliers and customers to encompass the entire chain since

hidden value often emerges once the entire chain is visuali5ed# For e


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8a5ard Analysis -ritical -ontrol Point "8A--P$ is a systematic approach to food safety that

emphasi5es prevention of illness or presence of micro6iological data /ithin .F-=s supplier

facilities and the outlets rather than its detection through inspection# 1ased on 8A--P

guidelines control points and critical control points for all .F- major food processing plantsand outlets in +ndia have 6een identified# The 8A--P verification is done at least t/ice in a

year and certified#

Triya0a Agriculture Q Supplier of +ce6erg 9ettuce

+mplementation of advanced agricultural practices has ena6led Tri0aya to successfully gro/

specialty crops li0e ice6erg lettuce special her6s and many oriental vegeta6les# Farm

infrastructure features3

H A speciali5ed nursery /ith a team of agricultural e


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net/or0 of mil0 collection centres equipped /ith 6ul0 coolers# 7asy accessi6ility has ena6led

farmers augment their income 6y finding a ne/ mar0et for surplus mil0# The factory has3

H Fully automatic international standard processing facility#

H -apa6ility to convert mil0 into cheese 6utter4ghee s0immed mil0 po/der lactose casein I/hey protein and humani5ed 6a6y food#

H Stringent quality control measures and continuous Research I 2evelopment

Amrit Food Q Supplier of Mil0 I Mil0 Products" Fro5en 2esserts$

Amrit Food an +SO B&&& company manufactures /idely popular 6rands ( *agan Mil0 and

!andan *hee at its factory at *ha5ia6ad Uttar Pradesh# +ts plant has3

H State(of(the(art fully automatic machinery requiring no human contact /ith product for total

hygiene#

H +nstalled capacity of ,&&& litres per hour for producing homogeni5ed U8T "Ultra 8igh

Temperature$ processed mil0 and mil0 products#

H Strict quality control supported 6y a fully equipped quality control la6oratory#

Radha0rishna Foodland Q 2istri6ution -entre

An integral part of the Radha0rishna *roup Foodland speciali5es in handling large volumes

providing the entire range of services including procurement quality inspection storage

inventory management deliveries data collection recording and reporting# Salient strengths

are3

H A one(stop shop for all distri6ution management services#

H 2ry and cold storage facility to store and transport perisha6le products at temperatures up to (

%% 2egrees -elsius#

H 7ffective process control for minimum distri6ution cost#

.F- ta0e great pride and care to provide customers /ith the 6est food and dining e


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in the quic0 service outlet 6usiness# They 6elieve eating sensi6ly com6ined /ith appropriate

e


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transport of products# They also adhere to 6est practices to maintain the highest standards of

quality and hygiene#

:alues o KFC

Focus all our resources to our restaurants operation 6ecause that is

/here /e serve our customers#

Re/ard and respect the contri6utions of each individual at .F-#

1e open honest and direct in our dealings /ith one and other#

-ommit ourselves to the highest standard to the personal and

professional integrity at all times#

7ncourage ne/ and innovative ideas 6ecause these are the 0ey to our

competitive gro/th#

Re/ard result and not simple efforts# KFC

2edicate ourselves to continuous gro/th in sales profit and si5e of organi5ation#

Eor0 as a team#

,&T"R!T%R" R":&"4

The project to study the Mar0et Strategy and -ustomer Perception a6out .F- in +ndia deals

/ith the the revival strategies adopted 6y .F- to reenter +!2+A and to understand the

consumer perception a6out .F- operating in +ndia# This /or0 related to revival mar0eting


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strategies used 6y .F- has not 6een e


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C+!PT"R > 1

S4#T !N!,;S&S


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S4#T !nalysis

Strengths(&nternal

The 6rand detailed mar0et research to create the right mar0eting mi


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to dominate the dinner and ta0e out segment of the +ndustry#

Ranks highest among all chicken restaurant chains for its convenience andmenu

variety# +t generates K'1 revenue each year#

4eaknesses (&nternal

.F- has 6een for around long time therefore they have to 0eep innovating#

.F- /as losing mar0et share as other -hic0en chain increased sales at a fasterrate#

.F- share of -hic0en Segment sales fell from @' percent 'BBB to less than ?, percent in %&&B a '& (years drop of '? percent#8uge competition in this segment#

+ndia is still mostly a vegetarian dominated cultured society# South +ndia isespecially

very much so# This may reduce the mar0et share of the company#

.F- has not yet invested much on RI2 and innovating ne/ products for +ndian

Mar0ets# This may lead to failure of their products as they are not in line /ith the

+ndian mind set people taste and preferences and their li0es and disli0es# This may

prove fatal for the company#


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#pportunities("8ternal

Ne7 Markets 3 *lo6alisation has opened doors for ne/ mar0ets for the company# Asthe

developed mar0ets are mostly saturated the developing countries li0e +ndia and -hina

promises a good mar0et and generation of demand in the future# Eith more than @&of

the mar0ets in india 6eing une


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generation are more open to fast foods and demand it more this is a good ne/s for the

company#

Threats ("8ternal

Competition) -ompetitor companies li0e Mc2onalds are fast catching up /ith the

mar0et# Mc2onald=s /ith sales of more than 'B 6illion in 'BBB accounted for '?

percent of the sales of the nation=s top '&& restaurant chains#

Organisations li0e P7TA People for 7thnic Treatment for Animals have given a 6ad

name to the company /hich may prove disastrous to the image of the firm#-urrently

.F- is under massive attac0s from animal organisations questioning the /ay

.F-=s

suppliers are threatening the chic0en 6efore they got slaughtered# Anti(.F-

campaigns such as the one from P7TA are affecting .F-=s 6rand image in a

negative /ay and result in direct dollar losses as less people are consuming .F-


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chic0en

Saturated %S Market 3 !o/ .F- cannot rely on just its home mar0et to generate

sales# As the US mar0ets are already saturated and leave no or little scope forgro/th

company necessarily needs to loo0 at offshore foreign mar0ets to generate sales and

0eep up the profits#


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CHAPT"R 4 9

R"S"ARCH M"TH D L #Y


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R"S"!RC+ M"T+#D#,#';

The information required for conducting the study /ould 6e 6ased on questionnaire# The

questions are designed to 0no/ the customer perception a6out .F-# The analysis /ould 6e

6ased on primary data collected through questionnaires and information o6tained through

internet and journals regarding the revival mar0eting strategy adopted 6y .F- in +ndia#

R"S"!RC+ D"S&'N< Descripti6e

The research design /ould 6e descriptive in nature as + have to find out the underlying

perceptions and 6ehavior of consumers#

R"S"!RC+ !PPR#!C+< =uestionnaire

The questionnaire as0ed from respondents is 6asically of o6jective type# +t is supported 6y

6oth open and close ended questions#

The questionnaire method is used to 0no/ the consumer 6ehavior and perception# The

questions are intended to 0no/ the underlying factors that affect perception to/ards .F- in

+ndia#

R"S"!RC+ M"T+#D#,#';< Sur6ey Method

For achieving the o6jectives of study survey /as conducted# For conducting the survey a

questionnaire /as made# The respondents /ere duly as0ed to fill questionnaires regarding their

perception li0ings and preferences regarding .F-#

Method o Data Collection)


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Primary Data 3

The primary data for the project is collected through questionnaire filled 6y the

respondents#

Secondary Data 3

The secondary data used in the project has 6een collected from various articles /e6sites I

1oo0s#

S!MP,&N' T"C+N&=%" > Random Sampling

Sample si?e ( ,&

Statistical tools ( MS(e


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C+!PT"R > /

!N!,;S&S !ND&NT"RPR"T!TN


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D!T! !N!,;S&S

'# 8o/ many times in a month do you prefer visiting a restaurant

"a$ >(, times "6$ ,( times "c$ ('& times "d$ more than '& times

?; ;F @I'I%'7- F - $

9>A %IM ' :BA>B %IM ' :B> 1 %IM ' 0M;- %*#? 1 %IM ' :

2ata sho/s that B& of respondents prefer visiting restaurant >( times a month# This gives animpact that average footfall in a restaurant is t/ice in a /ee0#


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%# Ehich is your most preferred outlet for having food

"a$ Mac 2onald=s "6$ .F-

"c$ Eimpey=s "d$ Pi55a 8ut

M#5 $;?#+$ :C4F5 :B8IM7 DE'7I # *U% 9

Survey suggest that .F- and Macdonald are among the most favored restaurant

for having food# .F- 6eing ne/ entrant of the t/o is still favored the most the

reason may 6e its effective mar0eting quality customer approach# Eimpey=s is

least favored among the given options#


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)# Ehich of the factor influence you the most to visit .F-

"a$ Am6ience "6$ Food Cuality

"c$ Food Gariety "d$ -ustomer Service

#M)I ?5 :F;;$GU#+I%DF;;$@#-I %D A5U'%;M -' -@I5 1

?? of the respondents rated food quality as the most influencing factor for having food at.F-# Then around ) opted for am6ience as the judging factor and the remaining /ent forfood variety# So cru< can 6e ta0en that good food quality is offered at .F-


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># 2o you prefer having vegetarian food at .F-

"a$ es "6$ !o ###

D ' :

?; 0

Survey sho/s that ,% of people do not prefer having Gegetarian food at .F-#

Respondents are least favored in having vegetarian food at .F-


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?# Ehich !on(Gegetarian +tem do you prefer the most at .F-

"a$ inger 1urger "6$ -hic0en 1uc0et

"c$ Snac0ers "d$ 1o< Master

I? -)U- - 15*I54 ?)U54 % :A'?#54 -');HM#'% -

The survey sho/s that ,& of !on(Gegetarian preferring people li0e having

-hic0en 6uc0et and remaining prefer inger 1urger# So it can 6e concluded that

inger 1urger is the most demanded !on(Gegetarian +tem preferred at .F-

Snac0er is the least preferred 6y customers#


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,# Ehich Gegetarian +tem do you prefer the most at .F-

"a$ Geg Feast "6$ Geg#Thali

"c$ -hana Snac0er

@ F #'% :1@ %*#+I

5*#?#'?#54 -'

Geg Feast is preferred 6y %& out of %) Gegetarian food prefering customers at .F- then thesecond preferred item is Geg Thali# -hana Snac0ers is among the least favored in Gegetarian+tems#


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@# Ehat do you thin0 a6out the Pricing here

"a$ Gery 7


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# 2oes the 9ogo and tagline Finger


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The respondents reply sho/s that @? customers appreciate the 9ogo and Tagline

used 6y .F- #So /e can say .F- has applied there 1rand 7lements /ell in the

mar0et and they have maintained their 6rand communication /ith the customers#


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B# Ehat do you thin0 a6out par0ing facility provided .F-

"a$ *ood "6$ !ormal

"c$ 1ad "d$ !o -omments

;;$ 1?;-M#+ :)#$ 0?;5;MM ?%' 1

Survey done sho/s that the Par0ing facility provided 6y .F- falls in the corridor of !ormal

to *ood facility provided ?) respondents out of ,& are in the favour of par0ing facility provided 6y .F- remaining @ thin0 that par0ing facility is 1ad# So /e can conclude that .F-is providing *ood Par0ing facility to its customers#


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' Eith /hom do you often go /ith

"a$ Alone "6$ Friends4-olleagues

"c$ Family "d$ Others

#+;?1

F-I ?$' 5;++ # U' 90

F#MI+D :;%*-'


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-ustomers visiting .F- prefer most to go /ith their friends4colleagues >@ out of ,& li0e theirfriends to accompany them to .F- /here as '% li0e to go /ith their family# So it suggest that.F- has provided an am6ience that is appreciated 6y 6oth friends and family


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C+!PT"R > 2

F&ND&N'S


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F&ND&N'S #F T+" ST%D;

From the /hole research + have got follo/ing major findings

First + conclude that teen ager4youngsters are more interested to visit .F-#

According to survey the people /ho are having %('& lacs household income are visiting

.F-# So /e can interpret that the price of .F- is economical#

Most of the people firstly tried lo/ price product 6ecause to have the e to ? upon ?#

As per findings people li0e visiting .F-##

As per findings most people say that product of .F-=s fits quite /ell /ith the image of

.F-#

As per findings + also conclude people agree .F- is hygienic and the am6ience is quite praise /orthy and customer oriented#


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C+!PT"R > 0

C#NC,%SN


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Conclusion

.F- is a multinational fast food chain company that has successfully esta6lished itselfin the +ndian mar0et# +nitially it faced fe/ 7thical pro6lems in +ndia 6ut after re entry.F- suited very /ell in +ndia mar0et#

The revival strategies li0e A6le to adapt to cultural differences tastes and preferencesPrice sensitivity helped .F- to grasp its feet in +ndia#

.F- is slo/ly and steadily moving up the ladder of preference 6y +ndia customers #

The survey done sho/s that .F- is among the t/o most preferred place to have food in+ndia#

The pricing strategy follo/ed 6y .F- is little e


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C+!PT"R > H

S%''"STNS


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S%'"SSTN

Al/ays serve food immediate after its preparation# Other/ise flavor is lost

Things has to 6e al/ays freshJ other/ise overall taste is not that delicious#

-ost of product should 6e lo/ as comparison to other other 6rands#

Advertising should 6e strong so that the customers are attracted to/ards the product#

-oupon system can 6e arranged for the customers so that they can taste or have the

product /ithout any delay#

There should 6e good customer dealing#

#


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C+!PT"R > -3

,&M&T!TNS


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,imitations

Though all the efforts have 6een made for an in(depth study and delineating the correct

picture 6ut in course of doing so there /ere some limitations involved /ith the methodology

adopted#

'# Survey is conducted in some areas of 2elhi region /hich may not 6e large enough to

generali5e on a nation/ide scale#

%# A sample si5e of ,& /as ta0en to fill the questionnaire /hich again might not 6e sufficient

to represent the true picture of perception I attitude#

)# Findings are restricted to geographical 6oundaries of 2elhi state#

># The time constraint did not allo/ed interaction /ith each individual#

?# Respondents can 6e 6ias to/ards some personal li0ing or disli0ing /hich restricts them

giving their fran0 and fair opinion#

,# Since the perception and attitudes varies /ith each individual so this effect has 6een

reflected in the study


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"AP"R&"NC" D%R&N' S%MM"R TR!&N&N'

7


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C+!PT"R > --

R"F"R"NC"


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$&$,'R!P+;

///#.F-#com

///#.F-+!2+A#com

///#/i0ipedia#com

///#google#com

///#management paradise#com

///#6ussiness/ee0#com
http://www.kfc.com/http://www.kfcindia.com/http://www.wikipedia.com/http://www.google.com/http://www.bussinessweek.com/http://www.kfc.com/http://www.kfcindia.com/http://www.wikipedia.com/http://www.google.com/http://www.bussinessweek.com/


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C+!PT"R >-.

!NN"A%R"


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=uestionnaire

'# 8o/ many times in a month do you prefer visiting a restaurant

"a$ >(, times "6$ ,( times "c$ ('& times "d$ more than '& times

%# Ehich is your most preferred outlet for having food

"a$ Mac 2onald=s "6$ .F-

"c$ Eimpey=s "d$ Pi55a 8ut

)# Ehich of the factor influence you the most to visit .F-

"a$ Am6ience "6$ Food Cuality

"c$ Food Gariety "d$ -ustomer Service

># 2o you prefer having vegetarian food at .F-

"a$ es "6$ !o ###

?# Ehich !on(Gegetarian +tem do you prefer the most at .F-

"a$ inger 1urger "6$ -hic0en 1uc0et

"c$ Snac0ers "d$ 1o< Master


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,#Ehich Gegetarian +tem do you prefer the most at .F-

"a$ Geg Feast "6$ Geg#Thali

"c$ -hana Snac0er

@# Ehat do you thin0 a6out the Pricing here

"a$ Gery 7


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' Eith /hom do you often go /ith

"a$ Alone "6$ Friends4-olleagues

"c$ Family "d$ Others

"''$ !ame (((

"'%$ *enderVMale Female ##

"')$ Age (((( "a$ 1elo/ %& yrs "6$ %&()& "c$ )&(>& "d$ A6ove >&

"'>$ Occupation (((((( "a$ Student "6$ Professional

"c$ 1usiness "d$ Self 7mployed


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sadgi project

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