CONSUMER BEHAVIOUR TOWARDS

MCD VS KFC

PROJECT BY: KIRAN SHETTY CLASS: SYBMS ROLL NO.: 55

SUBMITED TO:

PROF. SUSAN

INDEX
Sr no. 1. 2. 3. 4. 5. 6. 7. 8. 9. TOPICS INTRODUCTION BACKGROUND AND SIGNIFICANT OBJECTIVE OF RESEARCH DATA ANALYSIS AND FINDING CONCLUSION LIMITATION WEBLIOGRAPHY BIBLIOGRAPHY QUESTIONNAIRE

INTRODUCTION
McDonalds
McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving more than 58 million customers daily. A McDonald's restaurant is operated by a franchisee, an affiliate, or the corporation itself. McDonald's primarily sells hamburgers, cheeseburgers, chicken products, French fries, breakfast items, soft drinks, shakes, and desserts. In response to obesity trends in Western nations and in the face of criticism over the healthiness of its products, the company has modified its menu to include alternatives considered healthier such as salads, wraps and fruit.

KFC
Kentucky Fried Chicken, better known as KFC, is the largest chicken restaurant KFC is an internationally fast food industry in the world. They have the main ambition to increase & maintain the quality in fast food industry. Their aim is to capture the fast food market. Every day, more than 12 million customers are served at KFC restaurants in 109 countries and

territories around the world more than 15,000 units around the world. KFC is the most famous and largest fast food franchise in the World No 1 brand in Asia with the market leadership in Japan, China, Malaysia, Indonesia, and Korea. KFC is the famous fast food restaurant in India; KFC sells in chicken, burger, nugget, sandwich, potato wedges, drinks, French fries, mashed potatoes, coleslaw and many more .KFC primary focus is fried chicken also offer roasted chicken product.

Background and significance

McD
It all started with the McDonald brothers: Maurice and Richard. In 1940, the brothers decided to open a small drive-in restaurant, because the only business that they had seen succeeding in the current economy was a little hot-dog stand. To their own surprise their business was an instant success, making $40,000 profit in its first year. Desiring greater speed in serving customers, the brothers shut the store down for a few months to restructure the store.

KFC
KFC known as Kentucky Fried Chicken, it is a chain of fast food restaurants based in Louisville, Kentucky. The Kentucky Fried Chicken was founded by Colonel Harland Sanders (born on September 9, 1890) at the age of sixty-five KFC is currently one of the largest businesses of the global food service industry and is widely known around the world as the face of Colonel Sanders. Every year, over a billion KFC chicken dinners are served featuring the Colonels finger licking good special recipe. The Colonel had spread his industry to more than 80 countries and territories globally.

OBJECTIVE OF RESEARCH
To compare the KFC and McDonalds food brand To study the brand awareness of KFC and McDonalds food brand. To study the factors which generally affect customers while purchasing the KFC and McDonalds food items To study the satisfaction level towards the KFC and McDonalds food brand.

DATA ANALYSIS AND FINDING

Q1. What do you prefer? PARTICULARS McD KFC Total NO. OF RESPONDENT 5 10 15 PERCENTAGE 33.33% 66.66% 100%

what do you prefer?

10 9 8 7 6 5 4 3 2 1 0 McD KFC

Q2. How often you visit a restaurant?

PARTICULAR Daily After 2 days Once a week Once a month total

No. OF RESPONDENTS 0 2 4 9 15

PERCENTAGE 0% 13.33% 26.66% 60% 100%

How often you visit a restaurant?

10 8 6 4 2 0 daily after 2 days once a week once a month

Q3. Which restaurants food do you like? PARTICULARS McD KFC Total NO. OF RESPONDENTS 2 13 15 PERCENTAGE 13.33% 86.66% 100%

which restaurants food do you like?

15 10 5 0 McD KFC

Q4. How do you come to know about McD restaurants? PARTICULAR Print media Advertisement Friends or family recommendations Any other Total NO. OF RESPONDENTS 0 9 4 2 15 PERCENTAGE 0% 60% 26.66% 13.33% 100%

How do you come to know about McD restaurants?

10

0 print media advertisement friend and famiily any other

Q5. How do you come to know about KFC restaurants? PARTICULAR Print media Advertisement Friends or family recommendations Any other Total NO. OF RESPONDENTS 0 9 4 2 15 PERCENTAGE 0% 60% 26.66% 13.33% 100%

How do you come to know about KFC restaurants?

10

0 print media advertisement friend and famiily any other

Q6. According to you, which restaurant has better services? PARTICULARS McD KFC Total NO. OF RESPONDENTS 7 8 15 PERCENTAGE 46.66% 53.33% 100%

WHIVE BETTER GIVE BETTER SERVICE?

8 7.5 7 6.5 McD KFC

Q7. On what basis of these parameters, which restaurant would you prefer to go? NO. OF RESPONDENTS PARTICULAR McD KFC Prices 14 1 Food quality 2 13 Pizza variety 7 8 Beverages 8 7 Cooperation 8 7 of staff Waiting time 7 8 in outlet

14 12 10 8 6 4 2 0

McD KFC

Q8. Do promotional scheme influence you to prefer these particular restaurants? PARTICULARS Yes No total NO. OF RESPONDENTS 10 5 15 PERCENTAGE 66.67% 29.41% 100%

Do promotional scheme influence you to prefer these particular restaurants?

10

5 0 yes no

Q9. Does a location matter to you while you eating in McD or KFC? PARTICULARS Yes No total NO. OF RESPONDENTS 11 4 15 PERCENTAGE 73.33% 26.66% 100%

Does a location matter to you while you eating in McD or KFC?

15 10 5 0 yes no

Q10. Which advertisement influences you? PARTICULARS McD KFC Total NO. OF RESPONDENTS 8 7 15 PERCENTAGE 53.33% 46.66% 100%

which advertisment influences you?

8 7.5 7 6.5 McD KFC

Q11. Which have better tagline? PARTICULARS NO. OF RESPONDENTS McD(Im lovin it) 10 KFC(so good) 5 Total 15 PERCENTAGE 66.66% 33.33% 100%

which have better tagline?

10 8 6 4 2 0 McD ( I'm lovin' it ) KFC ( so good )

Q12.who gives tasty chicken burgers? PARTICULARS McD KFC Total NO. OF RESPONDENTS 0 15 15 PERCENTAGE 0% 100% 100%

WHICH GIVE TASTY CHICKEN BURGER?

15 10 5 0 McD KFC

LIMITATION
Some of the respondents were reluctant to share the information with the researcher 2. All the results and conclusions have been drawn on the basis of information provided by the respondents, so it may lack authenticity 3. some of the respondents being visited were preoccupied with their routine work, so sometimes it was very difficult to obtain information from them. 4. The availability of literature was less. So this was the research methodology in which I have defined all the sample size, sample unit, research design and various limitations of the study.
1.

CONCLUSION

RECOMMENDATION
KFC should try to give more advertisement as compared to McDonalds. McDonalds should take into consideration the masses not only the young generation in their advertisements. Suggestion by the respondents and even from my side in case of McDonalds the kitchens of veg & non-veg should be different. McDonalds should improve upon their services. Both should work more upon their nutrition value of food. KFC should bring more variety in veg products and they should focus on veg snacks as like to non-veg snacks. McDonalds should increase the quantity of its product and should try to add more nonveg products to its menu. McDonalds should have a good dealing with customers. KFC should try to lessen their prices and add up more to its quantity. KFC should focus on the kids also by providing them special offers and packages. Both should try to give special discounts on the festivals.

WEBIBLIOGRAPHY
1.www.kfc.com 2.http://www.mcdonalds.ca/en/abou tus/faq.aspx 3.History of McDonalds- Wikipedia, the free encyclopedia 4.KFC- Wikipedia, the free encyclopedia 5.http://en.wikipedia.org/wiki/List_of _fast_food_restaurants 6. http://www.kfc.com 7. www.McDonalds.com

BIBLIOGRAPHY
Principals of marketing. Pearson Prentice Hall. UpperSaddle River, New Jersey.Laukens, D. (2010). Kotler, P. & Armstrong, G. (2008).

QUESTIONNAIRE
Q1. What do you prefer? McD KFC

Q2. How often you visit a restaurant? Daily After 2 days Once a month Q3. Which restaurants food do you like? McD KFC

once a week

Q4. How did you come to know about McD restaurants? Print media Advertisements any other

Friends or Family Recommendations

Q5. How did you come to know about KFC restaurants? Print media Advertisements

Friends or Family Recommendations

any other

Q6. According to you which restaurant has better Services? McD KFC

Q7. On the basis of these parameters (given below), which restaurant would you prefer to go? McD Prices Food Quality Pizza variety Beverages Cooperation of staff Waiting time in outlet [ ] [ ] [ ] [ ] [ ] [ ] KFC [ ] [ ] [ ] [ ] [ ] [ ]

Q8. Do promotional schemes influence you to prefer these particular restaurants? Yes No

Q9. Does a location matter to you while you eating in McD or KFC? Yes No

Q10. Which advertisements influence you? McD KFC

Q11. Which have better tagline? McD (Im lovin it ) KFC( so good )

Q12. Who gives a tasty chicken burger? McD KFC