Market

Proposal

Research

COMPARATIVE
ANALYSIS
OF
CUSTOMERS
SATISFACTION AT MCDONALDS
VS KFC

Submitted To:
Submitted By:
Dr. Kamal K. Gupta
Group No. 5

Pradip Khatua - 19
Pralabh Sharma - 46
Satya
Prakash Tripathi - 28

1. INTRODUCTION
As

two

of

the

world's

largest

fast-food

giants,

McDonald's and Kentucky Fried chicken (KFC) are both

from the United States. Hu Wei and Xie Yuanyuan were
surprised to find that there was no KFC in Finland,
although KFC can be seen everywhere in India. In
addition, they have a different way of development.
Due to this situation, we want to find out how these two
companies developed differently in Indian market.With
the increase in spending capacity of Indian middle class
society, the mind set of consumers have changed in
relation to recreational activities.
More frequently people have started to move out to
eat, this has created scope for many fast food chains.
But along with that it has also created competition
among different food chains.

Hence each and everyone plays a major role in

attracting customers. The trend can be seen by the
increasing number of food chains.
That is why this topic was chosen for further study as
this

particular

industry

is

fast

becoming

very

competitive.
This project comprises a brief analysis of the Indian fast
food industry and the competition that marks the trend,
different companies and various players are analyzed
from their competing strategies. Some of these fast
food

chains

are

Nirulas,

Pizza

Hut,

McDonalds,

Haldirams.
Further the main scope of the study is to conduct a
comparative analysis on two of the major players in the
food services industry, which is McDonalds and KFC.
The research tries to develop a case study which
analyzes McDonalds and KFCs strengths and their
business process very closely with a greater emphasis
on how they do a better job than most competitors at
serving their customers.

The Background of Mcdonalds

McDonalds headquarters is located in Oak Brook,

Illinois,

United

State.

It

is

the

largest

chain

of

hamburger fast food restaurant in the world. The

company logo is McDonalds with a big yellow M.
Image 1 shows that. Richard and Maurice McDonald
started the first McDonald's store from 1950s in the US,
and it primarily sells hamburgers, French fries, dessert,
and

salads.

In 1955,

when the first

McDonald's

restaurant was founded in the United States, there was

not much variety on its menu, but they offered food
supply

with

high

quality,

low

cost

and

good

environment. By 1983, there were more than 6,000

domestic branches. In 1967,
McDonald's opened its first overseas branch in Canada.
By 1985, its total abroad sales accounted for about 20
per cent of its domestic business. Every day there are
more than 18 million people coming to McDonald's in
more than 40 countries. Nowadays McDonald's has

more than 34,000 locations worldwide with a revenue

of 27.56 billion US dollars.

The Background of KFC

Together with Pizza Hut and Taco Bell, KFC (Kentucky

Fried Chicken) belong to Yum! Brands Inc. Yum!
Company is the world's largest restaurant company in
terms of system units. KFC Corporations headquarters
is located in Louisville, Kentucky, United States. It is the
world's

largest

fried

chicken

chain

restaurant,

measured by sales; it is the second largest restaurant

chain

after

McDonald's.

More

than

11,000

Yum

restaurants have been opened in about 80 countries.

Colonel Harland Sanders founded it in 1952 by selling
fried chicken. His kindly grandpa face also became KFC
logo. Image 2 shows that. Today KFC mainly sell fried
chicken, hamburgers, French fries, soft drinks and other

Western-style fast food. It has about 18,000 locations

with a revenue of 15 billion US dollars.

2. PURPOSE OF THE STUDY

The Purpose of this research proposal is to configure a
detailed plan of the consumers satisfaction in respect
of fast foods.

We will mainly focus our research through marketing

research methods in order to assess the consumers
tastes, preferences. Perception & knowledge when it
comes to fast foods.
Through this assessment & information collected, we
might be able to come across the changing &
mouldings of marketing tactics & consumer demands.

3. OBJECTIVE OF THE
RESEARCH
The objective of the research is to identify the
consumers satisfaction through the market surveys,
filling-up questionnaires from the respondents and
collecting the primary as well as secondary data. We
will conduct our research in Ghaziabad region.
Analysing demographic condition,
Identifying Consumers preferences & mind makeup towards the fast foods,
If any national fast food company wants to come in
Ghaziabad what the strategy it should be used.

Thus, by working on these objectives we may get to

come across about the rapidly mutation of consumers
tastes & preferences regarding fast foods.

4. RESEARCH METHODOLOGY
AND DESIGN
As our research is based on Primary & secondary data,
therefore we will use Exploratory as well as descriptive
research. This might be the best method to understand
consumers thoughts so that we may attain the
optimum results.

4.1 RESEARCH DESIGN

Our research is related to quantitative research. We will
collect the data through primary as well as secondary
to analyse consumers satisfaction for fast foods at
Mcdonalds Vs Kfc. We will take 150 sample size from
Ghaziabad region and there would be multi cross
sectional design and filling up questionnaire by the
respondents, surveys, and observational.

4.2 SAMPLING AND SAMLE SIZE

Our total sample size is 150. From our sample we will
take

random

sample

in

which

convenience,

judgemental sampling. This survey would be conduct at

Ghaziabads Mcdonalds and Kfc outlet.