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A Major Project Report on

A STUDY ON CUSTOMER SATISFACTION TOWARDS


MCD V/S KFC
Submitted in partial fulfillment of the requirements for the award of the
degree of Bachelor of Business Administration (BBA) (GEN) programme of
Guru Gobind Singh Indraprastha University, Delhi.

Submitted To:

Submitted by:

Ms. Neha Jain

Akash Grover
RollNo: 04112201712

Delhi College of Advanced Studies


B-7,Shanker Garden, Vikaspuri
New Delhi 110018
Batch (2012-2015)

DECLARATION

I, hereby declare that the Major Project Report, entitled Customer satisfaction towards
McDonalds v/s KFC, is an authentic work carried out by me at McDonalds and KFC. It
has not been submitted earlier for award of any degree or diploma to any institute or
university.

Place: New Delhi

Candidates signature

Date:

Name: Akash Grover


Enroll. No.: 04112201712

Countersigned

Name: Ms. Neha jain


Supervisor
Delhi College of Advanced Studies

ACKNOWLEDGEMENT
It is my pleasure to be indebted to various people, who directly or indirectly contributed in
the development of this work and who influenced my thinking, behavior and acts during the
course of study.
I express my sincere gratitude to Dr. (Prof). M.S. Chaudhary the worthy Director of Delhi
College of Advanced Studies, for providing me an opportunity to undergo the Major Project
Report under his leadership.
I also extend my sincere indebtedness to Ms. Neha Jain who provided her valuable
suggestion and precious time in accomplishing my project.
I also take the opportunity to express my sincere gratitude to each and every person, who
directly or indirectly helped me throughout the project and without anyone of them this
project would not have been possible.
The immense learning from this project would be indelible forever.

Akash Grover

EXECUTIVE SUMMARY
The international market is flooded with various sectors and industries that involve products
of daily as well as occasional use for the consumers. The use of the products can vary from
industrial purpose to private consumption. One such thriving industry in the modern world is
the food and beverage industry. Food and beverage industry combined with the hospitality
sector makes up one of the most attractive target sectors for multi-national corporations. The
concept evolved from the very first diners in the late 18th century, when the world realized
the concept of paid dining experience. Now, the world cannot live without the taste of a Mc
Aloo Tikki or the zing of a Zinger. The bottom line being that the order-to-eat MNCs have
taken over the market like ants on a corpse, gobbling up every ounce of it.
This sector has slowly covered all income groups of consumers and has targeted to achieve a
market share of the highest percentage and the ever increasing competition is resulting in
more profitable options for the consumers. The consumers are being served with a range of
food and beverages to relish on catering every style of taste and preferences. With growing
competition the food giants have take their services to a higher level with better decreased
serving time, value for money prices and changing specialties in their products. The
following report is a comparative analysis of the operational parameters of McDonaldsonald
and Kentucky Fried Chicken (KFC) and projects an overview of various factors that
differentiate the services of the two food giants.
It covers the market share of KFC and MCD. It covers factors like the product variety,
customer reach, pricing strategies, hospitality management, customer relationship
management, supply chain management and employee satisfaction programmers .The
survey was based on the consumers response on their choice between KFC and
McDonaldsonald and the basis of their choice was differentiated into various factors

TABLE OF CONTENTS
S.No.

Topic

Page No

Declaration

Acknowledgement

ii

Executive Summary

iii

List of Tables

Iv

List of Figures

Chapter-I: Introduction

1-17

Overview of Industry as a whole

1-3

Profile of the organization

4-7

History of the Organization

8-10

Competitors Information

11-12

S.W.O.T Analysis of the Organization

Objectives of the study

Scope of the study

13-14
15
16
17

Methodology
Chapter-II: Conceptual Framework

18-40

Overview of KFC & McDonalds

18-20

Concept of comparative study

Concept of customer satisfaction

Comparison of MCD & KFC Chain- Store

21
22-24
25

Operations Model

Comparison between the product and services of


McDonalds and KFC

26

PEST analysis

27-28

McDonalds Franchise

29-30

KFCs franchises

KFC India Full Menu With Prices

McDonalds India Full Menu With Prices

Comparison of McDonalds & KFC growth strategy

31-32
33
34-38
39
40

KFC & McDonalds strategies summary

Chapter-III: Data Analysis and interpretation

41-56

Chapter-IV: Summary and Conclusion

57-60

Results of the study

57-58

Limitations

59

Suggestions and Recommendations

60

10

Bibliography

11

Appendix

LIST OF TABLES

Table No.

Title

Page No.

Representing Gender

41

Age Group

42

Annual Income

43

Representing Occupation

44

Represent the visits of respondents

45

Represent the vegetarian/non-vegetarian

46

Represent the visit of respondents with whom

47

Represent the opinion of respondents towards


price

Represent the opinion towards nutritious of


the product

Represent the food quality of both the brands

Represent the advertisement influence on


demand of both brands

Are you satisfied by the products and services


offered by the following brands?

Represent the accessibility of respondents of


both brands

10

Represent the rate given by respondents to


both food brands

48

49
51
52

53

55

56

LIST OF FIGURES
Figure No

Title

Page No.

Market size and Projection

Ii

KFC India full Menu with prices

33

Representing Gender

41

Age Group

42

Annual Income

43

Representing Occupation

44

Visits of respondents

45

Represent the taste of Respondents

46

Represent the visit of respondents with whom

47

Price opinion of respondents

48

Represent the opinion towards quality of the product

49

Represent the food quality of both the brands

51

Represent the advertisement influence on demand of both


brands

Represent the opinion of respondents toward product and


services of both (KFC & McDonalds)

Represent the accessibility of respondents of both brands

10

Represent the rate given by respondents to both food


brands

52

53
55
56

CHAPTER -I
INTRODUCTION
Overview of Industry as a Whole
The food industry is on a high as Indians continue to have a feast. Fuelled by what can be
termed as a perfect ingredient for any industry - large disposable incomes - the food sector
has been witnessing a marked change in consumption patterns, especially in terms of food.
An increasing number of international fast food chains rushing to India are because all of
them see tremendous potential in for this type of business. The large upwardly mobile
population in the urban areas tend to eat out more often or business or for leisure.

The various players operating in India are the well-established Indian chains like nirula's,
haldiram's and multinational companies like McDonalds, pizza hut, domino's pizza, KFC
etc.
In addition to these, apparently some of the best known international food chains are looking
at India. Among them are great American disaster, the burger king, Mexican food chain taco
grill, move-n-pick, etc. Are some of them to name?
At present all these players are fighting for a small pie, as fast food is really not a big habit
with Indians, but they see a big potential.
The players are fighting on products, pricing, positioning and trying to convert their first
trials into regular purchase by providing delightful service quality. The focus is on product
quality and standardization on taste. Consistency is the key, as its standardization in fast food
as the consumer is short on time and wants to satisfy his taste buds with a consistent taste
experience.
Beyond this each player has its own strategy to expand consumer base.

Some feel that pricing is not the deciding factor since fast food is not Price
sensitive market because it is not a single diet of Indians.

Some others are competing on positioning which is surprisingly varied, giving the
small size of the market.

For most, targeting children seems the right strategy.

Advertising is popular.

However, with competition hooting up most chains are increasing reach as well as working
on establishing a national presence.
The wind of change is blowing through the empire of fast food. The vision of endless growth
through new markets across the planet for fast food companies now looks unsustainable
when its time to adapt or die. As the fast food companies have expanded around the world,
they have had to adapt to local sensitivities.

There were disturbances in India when it was learned that McDonalds were pre-cooked in
beef fat in the usa, because hindus revere cows and cannot eat beef.
According to a market research company, euro monitor international, amount of money
Indians spend in eating out has more than doubled in past decade, to about us$ 5 billion a
year and is expected to double again in about half that time.

Trends in the fast food industry


The industry is estimated to grow at 9-12 per cent, on the basis of an estimated gdp growth
rate of 6-8 per cent, during the tenth five year plan period. Value addition of food is expected
to increase from the current 8 per cent to 35 per cent by the end of 2025. Fruit and vegetable
processing, which is currently around 2 per cent of total production will increase to 10 per
cent by 2010 and to 25 per cent by 2025.
The popularity of food and agro products is not surprising when the sector is now offering a
growth of more than 150 per cent in sales. With such promise in the sector, a number of
foreign companies have joined the fray. While us brands such as McDonalds, pizza hut and
Kentucky fried chicken have become household names, more are on their way.
The importance of food service industry stems from the large direct and indirect employment
it provides, the revenue it generates for the government and the role it plays in promoting
tourism.

The industry provides direct employment to 5 million individuals, five times the it
industry and 10 times the hotel industry.

There are 10 million street vendors in India, of which 6 million sell ready to eat food.

The evolving industry is a significant contributor in terms of tax or vat to the economy.
Currently it contributes $220 million and has the potential to reach $770 million.

According to a report by techno pak analysis, the market size of the food service sector
is estimated to be $8.1 billion by 2013 and $9.6 billion by 2018. It is growing @ 5-6%
per annum.

Fig No. (i) : market size and projection

Profile of the Organizations


KFC
KFC rules the roost when it comes to serving chicken. One of the world's largest fast-food
chains, the company owns and franchises more than 17,000 outlets in nearly 120 countries.
(More than 5,100 locations are in the us.) The restaurants offer the colonel's trademark fried
chicken (in both original recipe and extra crispy varieties) along with chicken sandwiches,
chicken pot pies, crispy chicken strips, mashed potatoes and gravy, and potato wedges. Its
locations can be found operating as free-standing units and kiosks in high-traffic areas. More
than 25% of the restaurants are company-operated. KFC is a unit of fast-food franchisor
yum! Brands, which also operates pizza hut and taco bell.
Goals of KFC
Build an organization dedicated to excellence. Consistently deliver superior quality and value
in our products and services. Maintain a commitment to innovation for continuous
improvement and grow, striving always to be the leader in the market place changes.
Generate consistently superior financial returns and benefits our owner and employees. To
establish in India our position as leading wqsr (western quick service restaurant) chain,
serving good value. Innovative chicken-based products. Consistently, providing a pleasant
dining experience, with fast friendly, in a clean and convenient location. At all times we must
be

dedicated

to

providing excellent and delighting customers.


Values of KFC

Focus all our resources to our restaurants operation because that is where we

serve our customers.


Reward and respect the contributions of each individual at KFC.
Expand and update training with time and be the best we can be and more.
Be open, honest and direct in our dealings with one and other.
Commit ourselves to the highest standard to the personal a n d professional integrity

at all times.
Encourage new and innovative ideas because these are the key to our competitive

growth.
Reward result and not simple efforts.
Dedicate ourselves to continuous growth in sales, profit and size of organization.
Work as a team.

McDonalds
The McDonalds corporation is the world's largest chain of hamburger fast food restaurants,
serving

around

68

million

customers

daily

in

119

countries

across

35,000

outlets. Headquartered in the United States, the company began in 1940 as a barbecue
estaurant operated by Richard and Maurice McDonald. In 1948, they reorganized their
business as a hamburger stand using production line principles. Businessman ray Kroc joined
the company as a franchise agent in 1955. He subsequently purchased the chain from the
McDonald brothers and oversaw its worldwide growth.
A McDonalds restaurant is operated by a franchisee, an affiliate, or the actual corporation
itself. The McDonalds corporation revenues come from the rent, royalties, and fees paid by
the franchisees, as well as sales in company-operated restaurants. In 2012, the company had
annual revenues of $27.5 billion and profits of $5.5 billion. According to a 2012 BBC report,
McDonalds is the world's second largest private employerbehind wal-martwith 1.9
million employees, 1.5 million of whom work for franchises.
McDonalds primarily sells hamburgers, cheeseburgers, chicken, French fries,
breakfast items, soft drinks, milk shakes and deserts. In response to changing
consumer tasters, the company has expended its Manu to include salads, fish
wraps, smoothies, fruits and seasoned fries.

McDonalds vs. KFC


McDonalds and KFC are everybodys favorite food trip destinations. When you like burgers,
McDonalds is always the top option. When you like fried chicken, KFC is always the first
thing that comes to everyones mind. The reason for this is these companies claim of
particular products that have became their trademark until now. The difference between
McDonalds and KFC is mainly the cuisine.

McDonalds
1940 is the birth year of McDonalds and they have started everything. Their speedier service
system that was introduced in their very first restaurant is being followed until now in
modern day fast food chains. Their very first mascot was a man with a head of a hamburger
that is wearing a chefs hat. It was replaced by McDonalds ever popular clown man.
McDonalds is recorded to currently serving 58million customers each day in 119 countries.
Their restaurants differ from their settings, some offer by-passers with their drive thru
service, some have playgrounds for kids but are just counter service alone. Some of their
restaurants have outer seats as well. McDonalds signature colors are red and yellow. Their
well-supported products are their famous hamburgers, breakfast offers, desserts, chicken
sandwiches and French fries. For vegetarian customers, McDonalds have offerings that are
suitable for them. When it comes to regional branches, McDonalds are known for being fond
of offering these countries food taboos for them to have some sort of relationship with people
around. For example, Portugal McDonalds are the only ones who have soup in the menu.
Another example would be Indonesia for mc rice.
KFC
On the other hand, KFC or Kentucky fried chicken started during the great depression,
which was in the year 1930. It was first named as sanders court and cafe, following the
name of Harland sanders, the original creator from Kentucky. Their current and most popular
logo is the cartooned image of sanders with their acronym, KFC. They are popular for their
trade secret, their secret recipe made from11 herbs and spices that is known to create the
finger lickin well flavor of their chickens.
Their basic products are fried chickens, chicken wraps, sandwiches, salads and some roasted
and grilled chicken cuisines and desserts, too. Be it McDonalds or KFC, youll surely have a
great treat of a meal. Differentiating both will help unrecognized as to what wed really love
to consume. McDonalds main offer is hamburgers while KFC offers various kinds of
chicken dishes.

Mission statement of KFC


To be the leader in western style quick service restaurants through friendly service, good
quality food and clean atmosphere
Philosophy

KFC: champs stands for our belief that the most important thing each of us can do is to
focus on the customer. It stands for our commitment to provide the best food and best
experience for the best value. Champs stand for the six universal areas of customer
expectation common to all cultures and all restaurants concepts.
McDonalds: we take the burger business more seriously than anyone else. When
McDonalds founder, ray kroc made that memorable statement, he was letting the world in on
the philosophy and secret behind McDonalds phenomenal success.
Our vision to be India's best quick service restaurant experience is supported by a set of
principles and core values [McDonalds way] the principles that guide McDonalds...

Quality, service, cleanliness & value - it is an unflinching McDonalds ideology


that our customers must always get quality products, served quickly and with a
smile, in a clean and pleasant environment; and all at a fair Price.

Committed to exceeding our customers' expectations in every restaurant every


time.

A passion and a responsibility for enhancing and protecting the McDonalds brand.

We believe in a collaborative management approach, employing a mutually


respectful business philosophy,

We will seize every opportunity to innovate and lead the industry on behalf of our
customers.

History of the Organizations


McDonalds
It still exists at most of the restaurants. The business began in 1940, with a restaurant opened
by brothers richard and maurice McDonald in san Bernardino, California. Their introduction
of the "speedee service system" in 1948 established the principles of the modern fast-food
restaurant. The original mascot of McDonalds was a man with a chef's hat on top of a
hamburger shaped head whose name was "speedee." speedee was eventually replaced with
ronald McDonald by 1967 when the company first filed a u.s. trademark on a clown shaped
man having puffed out costume legs.
McDonalds first filed for a u.s. trademark on the name McDonalds on may 4, 1961, with the
description "drive-in restaurant services," which continues to be renewed through the end of
December 2009. In the same year, on September 13, 1961, the company filed a logo
trademark on an overlapping, double arched "m" symbol. The overlapping double arched "m"
symbol logo was temporarily disfavored by September 6, 1962, when a trademark was filed
for a single arch, shaped over many of the early McDonalds restaurants in the early years.
The modern double arched "m" symbol that continues to be in use today at McDonalds
restaurants did not appear until November 18, 1968, when the company filed a u.s. trademark
on the now famous symbol that continues to be in use through the end of the year 2009.

KFC
KFC Corporation (KFC), founded and also known as Kentucky fried chicken, is a chain
of fast food restaurants based in Louisville, Kentucky, in the United States. KFC primarily
sells chicken pieces, wraps, salads and sandwiches. While its primary focus is fried chicken,
KFC also offers a line of grilled and roasted chicken products, side dishes and desserts.
Outside North America, KFC offers beef based products such as hamburgers or kebabs, pork
based products such as ribs and other regional fare.
The company was founded as Kentucky fried chicken by colonel Harland sanders in 1952;
though the idea of KFC's fried chicken actually goes back to 1930. The company adopted the

abbreviated form of its name in 1991. Starting in April 2007, the company began using its
original name, Kentucky fried chicken, for its signage, packaging and advertisements in the
u.s. as part of a new corporate re-branding program, newer and remodeled restaurants will
have the new logo and name while older stores will continue to use the 1980s signage. Born
and raised in Henryville, Indiana, sanders passed through several professions in his lifetime.
Sanders first served his fried chicken in 1930 in the midst of the great depression at a gas
station he owned in north Corbin, Kentucky. The dining area was named "sanders court &
caf" and was so successful that in 1936 Kentucky governor ruby laffoon granted sanders the
title of honorary Kentucky colonel in recognition of his contribution to the state's cuisine. The
following year sanders expanded his restaurant to 142 seats, and added a motel he bought
across the street. When sanders prepared his chicken in his original restaurant in north
Corbin, he prepared the chicken in an iron skillet, which took about 30 minutes to do, too
long for a restaurant operation. In 1939, sanders altered the cooking process for his fried
chicken to use a pressure fryer, resulting in a greatly reduced cooking time comparable to
that of deep frying.
The sanders court & caf generally served travelers, often those headed to Florida, so when
the route planned in the 1950s for what would become interstate 75 bypassed Corbin; he sold
his properties and traveled the u.s. to sell his chicken to restaurant owners. The first to take
him up on the offer was pete harman in south salt lake, utah; together, they opened the first
"Kentucky fried chicken" outlet in 1952. By the early 1960s, Kentucky fried chicken was
sold in over 600 franchised outlets in both the United States and canada. One of the longestlived franchisees of the older col. Sanders' chicken concept, as opposed to the KFC chain,
was the kenny kings chain. The company owned many northern ohio diner-style restaurants,
the last of which closed in 2004.
Sanders sold the entire KFC franchising operation in 1964 for $2 million usd, equal to
$14,027,987 today. Since that time, the chain has been sold three more times: to heublein in
1971, to r.j. Reynolds in 1982 and most recently to PepsiCo in 1986, which made it part of its
tricon global restaurants division, which in turn was spun off in 1997, and has now been
renamed to yum! Brands .additionally, colonel sanders' nephew, lee Cummings, took his own

Kentucky fried chicken franchises (and a chicken recipe of his own) and converted them to
his own "spin-off" restaurant chain, lee's famous recipe chicken.
The first McDonalds restaurants opened in the United States, Canada, Costa Rica, panama,
Japan, the Netherlands, Germany, Australia, France, el Salvador and Sweden, in order of
openings. With the expansion of McDonalds into many international markets, the company
has become a symbol of globalization and the spread of the American way of life. Its
prominence has also made it a frequent topic of public debates about obesity, corporate
ethics. The McDonalds headquarters complex, McDonalds plaza, is located in oak brook,
illinois. It sits on the site of the former headquarters and stabling area of paul butler, the
founder of oak brook. McDonalds moved into the oak brook facility from an office within
the Chicago loop in 1971.

Competitors information
Burger king
Burger king,

often

abbreviated

as bk,

is

global chain of hamburger fast

food

restaurants headquartered in unincorporated miami-dade county, florida, united states. The


company began in 1953 as insta-burger king, a jacksonville, florida-based restaurant chain.
After insta-burger king ran into financial difficulties in 1954, its two miami-based
franchisees, david edgerton and james mc lamore, purchased the company and renamed it
burger king. Over the next half century, the company would change hands four times, with its
third set of owners, a partnership of tpg capital, bain capital, and goldman sachs capital
partners, taking it public in 2002. In late 2010, 3g capital of brazil acquired a majority stake
in bk in a deal valued at us$3.26 billion. The new owners promptly initiated a restructuring of
the company to reverse its fortunes. 3g, along with partner berkshire hathaway, eventually
merged the company with canadian-based donut chain tim hortons.

Nirulas

Established in 1934, nirulas today is a diversified group having chain waiter service
restaurants, family style restaurants, ice cream parlors, pastry shops and food processing
plants in India.
The chain with over 60 outlets operating in 5 states successfully caters to the Indian palate of
over 50000 guests every day for over 70 years.
The restaurants serve a wide variety of multi-cuisine foods, both western and Indian
including pizzas, burgers, chana kulcha, saag-roti and much more!
An ice cream parlor offers an extensive range of exciting and innovative ice cream flavors
with one new flavor added every month nirulas pastry shops are a one-stop shop for bakery
and confectionary items.

Pizza hut

In 1996 pizza hut came to India with a dine in restaurant in bangalore that has special
vegetarian pizzas. In addition to traditional italian topping, it incorporates Indian favorites
such as chicken tikkas, lamb korma, etc. In its list of innovative toppings, along with pizzas
the menu features appetizers like garlic bread and soups, fresh salads, oven baked pastas and
choice f\of ice-cream sundaes.
In 1997 pizza hut opened a restaurant in the capitals bustling m-block market in greater
kailash-i, unlike the existing pizza hut at shanti niketan which is delivery counter for just
pizzas, this is dine-in where the entire menu is available.

Dominos pizza

It was incorporated in 1995 as the master franchise o dominos pizza international inc., of
usa. The first dominos pizza store in India opened in january 1996 at new delhi. Today it has
grown into a countrywide network of over 104 outlets in 30 cities.
Ever since it was established, dominos pizza India has maintained its position of market
leadership with its constant product innovation and maintenance of stringent service
standards. It has established a reputation for being a home delivery specialist capable of
delivering pizzas within 30 minutes. It was the first one to start this facility to customers.
Dominos constantly strives to develop a product that suits the tastes of its customers. Thus
time and again dominos has been innovating toppings suitable to taste buds of the local
populace and these have been very well accepted by the Indian market.

S.W.O.T Analysis

McDonalds
Strengths

Huge popular brand name and high brand loyalty


High number of products
Hygienic food and quick service
Drive in service for motorists
Good advertising and marketing
Happy meal for attracting children

Weaknesses
High fat and high calorie food not good for health conscious people
Franchise mismanagement
Opportunity
McDonalds can improve home delivery service.
Get more innovative products for the vegetarian market.
Venture into newer markets.
Threats

Threat from other eating joints/restaurants


Health conscious people.

KFC
Strength

Huge popular brand name and high brand loyalty


High number of products
Hygienic food and quick service
Good advertising and marketing
Strong trademarks recipes

Weakness

High fat and high calorie food not good for health conscious people.
Franchise management globally is a challenge.
Opportunity

Introduce better vegetarian products


Introduce home delivery
Venture into newer markets
More spending on the resources and development as well as introducing new food
items and products.

Threats

Threat from other eating joints/restaurants


With the lifestyle of people changing due to growing awareness about healthier food
people now look for something healthy, low calories and delicious at the same time

Objectives of study

To know the customer satisfaction of the products provided by McDonalds


To know the customer satisfaction of the products provided by KFC
To compare the quality of products provided by McDonalds and KFC
To compare the staff behavior, of both McDonalds and KFC, towards customers
To know the customer choice on the basis of pricing of products provided by KFC

and McDonalds.
To know the customer preference between both the brands McDonalds and KFC

Scope of the study


The scopes of the study are given below:
It covers the comparison of customer satisfaction towards the product of McDonalds and
KFC
It gives on overview of McDonalds and KFC
It includes the comparison between the quality of products provided by McDonalds and
KFC
It covers the customer reaction towards the pricing of products provided by KFC and
McDonalds
It includes comparison between the franchise conditions of both McDonalds and KFC

Research Methodology
Research design- Descriptive
Method of data collection

Primary data
Secondary data

Primary data
Sampling design- Non -Probability sampling
Sampling technique- Convenience sampling
Sample size- 50
Research instrument- Questionnaire
Tool for data presentation- pie chart, bar graphs
Secondary data
The data has been collected from books and websites to prepare the project.

CHAPTER II
CONCEPTUAL FRAMEWORK
Overview of KFC and McDonalds
As two of the world's largest fast-food giants, McDonalds 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 china. 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 chinese market.hu wei and xie yuanyuan wrote
this thesis. Hu wei was mainly responsible for question introduction, methodology and KFC
parts. Xie yuanyuan was mainly responsible for theoretical basis, thesis analysis methods and
McDonalds parts
KFC corporation: KFC corporation, based in louisville, Kentucky, is the worlds most
popular chicken restaurant chain, specializing in original recipe , extra crispy tm, and
colonels crispy strips chicken with home style sides and f i v e

new freshly made

sandwiches. Every day, nearly eight million customers are served around the world. KFCs
menu everywhere includes original recipe chickenmade with the same great taste colonel
Harland sanders created more than a half-century ago. Customers around the globe also enjoy
more than 300 other productsfrom a chunky chicken pot piein the united states to a salmon
sandwich in japan. KFC continues reaching out to customers with home delivery in more
than300 restaurants in the united states and several other countries. And in quite a few u.s.
cities, KFC is teaming up with other restaurants, taco bell and pizza hut, selling nearly fifty
years ago; colonel sanders invented what is now called home meal replacement selling
complete meals to harried, time-strapped families. He called it, sunday dinner, seven days a
week.Today, the colonels spirit and heritage are reflected in KFCs brand identity the logo
features colonel Harland sanders, one of the best-recognized icons in the world.
McDonalds corporation: 1940 is the birth year of McDonalds and they have started
everything. Their speedier service system that was introduced in their very first restaurant is
being followed until now in modern day fast food chains. Their very first mascot was a man
with a head of a hamburger that is wearing a chefs hat. It was replaced by McDonalds ever

popular clown man. McDonalds is recorded to currently serving 58million customers each
day in 119 countries. Their restaurants differ from their settings, some offer by-passers with
their drive thru service, some have playgrounds for kids but are just counter service alone.
Some of their restaurants have outer seats as well. McDonalds signature colours are red and
yellow. Their well-supported products are their famous hamburgers, breakfast offers,
desserts, chicken sandwiches and french fries. For vegetarian customers, McDonalds have
offerings that are suitable for them. When it comes to regional branches, McDonalds are
known for being fond of offering these countries food taboos for them to have some sort of
relationship with people around. For example, portugal McDonalds are the only ones who
have soup in the menu. Another example would be indonesia for mc rice.
JOURNEY IN INDIA
KFC: KFC is the worlds No.1 chicken qsr and has industry leading stature across many
countries like uk, australia, south africa, china, usa, malaysia and many more. KFC is the
largest brand of yum restaurants, a company that owns other leading brands like pizza hut,
taco bell, a&w and long john silver. Renowned worldwide for its finger licking good food,
KFC offers its signature products in India too! KFC has introduced many offerings for its
growing customer base in India while staying rooted in the taste legacy of colonel Harland
sanders secret recipe. Its signature dishes include the crispy outside, juicy inside hot and
crispy chicken, flavourful and juicy original recipe chicken, the spicy, juicy & crunchy zinger
burger, toasted twister, chicken bucket and a host of beverages and desserts. For the
vegetarians in India, KFC also has great tasting vegetarian offerings that include the veggie
burger, veggie
snacker and veg. Rice meals. In India, KFC is growing rapidly and today has presence in 11
cities with close to 50 restaurants.
McDonalds: McDonalds in India is a 50-50 joint venture partnership between McDonalds
corporation [usa] and two Indian businessmen. Amit jatia's company hard castle restaurants
pvt. Ltd. Owns and operates McDonalds restaurants in western India. While connaught plaza
restaurants pvt. Ltd headed by vikram bakshi owns and operates the northern operations.
Amit jatia and vikram bakshi are like-minded visionaries who share McDonalds complete
commitment to quality, service, cleanliness and value (qsc&v). Having signed their joint-

venture agreements with McDonalds in april 1995, they trained extensively, along with their
Indian management team, in McDonalds restaurants in indonesia and the u.s.a. before
opening the first McDonalds restaurant in India.
Mc donald's international through its wholly owned subsidiary McDonalds India entered
into two jvs, one with connaught plaza restaurants pvt. Ltd. In the northern & eastern region
and another with hard castle restaurants pvt. Ltd. In the western & southern region.
As a leader in qsr (quick service restaurant) segment McDonalds has pioneered various
industry benchmark practices over the past decade of serving Indian customers, including
new concepts such as

Concept of Comparative Study


The comparative method is often used in the early stages of the development of a branch of
science. It can help the researcher to ascend from the initial level of exploratory case studies
to a more advanced level of general theoretical models, invariances, such as causality or
evolution.
The design of comparative research is simple. Your objects are specimens or cases which are
similar in some respects (otherwise, it would not be meaningful to compare them) but they
differ in some respects. These differences become the focus of examination. The goal is to
find out why the cases are different: to reveal the general underlying structure which
generates or allows such a variation.
Comparation is one of the most efficient methods for explicating or utilizing tacit knowledge
or tacit attitudes. This can be done, for example, by showing in parallel two slides of two
slightly different objects or situations and by asking people to explain verbally their
differences.
The method is also versatile: you can use it in detail work as a complement to other methods,
or the entire structure of a research project can consist of the comparison of just a few cases.
Comparation is one of the most efficient methods for explicating or utilizing tacit knowledge
or tacit attitudes. This can be done, for example, by showing in parallel two slides of two
slightly different objects or situations and by asking people to explain verbally their
differences. The method is also versatile: you can use it in detail work as a complement to
other methods, or the entire structure of a research project can consist of the comparison of
just a few cases.

Concept of Customer Satisfaction


Customer satisfaction is a term frequently used in marketing. It is a measure of how products
and services supplied by a company meet or surpass customer expectation. Customer
satisfaction is defined as "the number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services (ratings) exceeds specified
satisfaction goals." in a survey of nearly 200 senior marketing managers, 71 percent
responded that they found a customer satisfaction metric very useful in managing and
monitoring their businesses.
It is seen as a key performance indicator within business and is often part of a balanced
scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy.
"Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers' expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability. These metrics
quantify an important dynamic. When a brand has loyal customers, it gains positive word-ofmouth marketing, which is both free and highly effective."
Therefore, it is essential for businesses to effectively manage customer satisfaction. To be
able do this, firms need reliable and representative measures of satisfaction.
"In researching satisfaction, firms generally ask customers whether their product or service
has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction.
When customers have high expectations and the reality falls short, they will be disappointed
and will likely rate their experience as less than satisfying. For this reason, a luxury resort,
for example, might receive a lower satisfaction rating than a budget motel-even though its
facilities and service would be deemed superior in 'absolute' terms."
The importance of customer satisfaction diminishes when a firm has increased bargaining
power. For example, cell phone plan providers, such as verizon, participate in an industry that
is an oligopoly, where only a few suppliers of a certain product or service exist. As such,
many cell phone plan contracts have a lot of fine print with provisions that they would never
get away if there were, say, 100 cell phone plan providers, because customer satisfaction
would be far too low, and customers would easily have the option of leaving for a better
contract offer.

There is a substantial body of empirical literature that establishes the benefits of customer
satisfaction for firms. This literature is summarized by mittal and frennea .

Importance of customer satisfaction


Customer satisfaction is important because it provides marketers and business owners with a
metric that they can use to manage and improve their businesses. In a survey of nearly 200
senior marketing managers, 71 percent responded that they found a customer satisfaction
metric very useful in managing and monitoring their businesses.
Here are the top six reasons why customer satisfaction is so important:

Its a leading indicator of consumer repurchase intentions and loyalty


Its a point of differentiation
It reduces customer churn
It increases customer lifetime value
It reduces negative word of mouth
Its cheaper to retain customers than acquire new ones

Types of research

Descriptive or documentary research

Many customer satisfaction studies are intentionally or unintentionally only "descriptive" in


nature because they simply provide a snapshot in time of customer attitudes. If the study
instrument is administered to groups of customers periodically, then a descriptive picture of
customer satisfaction through time can be developed (this is a type of "tracking" study).

Inferential or models-based research

Beyond documentary types of work are studies that attempt to provide an understanding of
why customers have the perceptions they do and what may be done to change those
perceptions. While models-based studies also provide snapshots of customer attitudes, the
results of these studies are more powerful because they present the firm with
recommendations on how to improve customer satisfaction. Frequently, these studies also

provide firms with a prioritization of the various recommended actions. Inferential studies
can also be conducted as tracking studies. When this is done, the firm can gain insight into
how the drivers of customer satisfaction are changing in addition to documenting the levels
and areas of customer satisfaction.

Methods

Quantitative Research Studies

Quantitative studies allow a firm to develop an understanding of the "big picture" of their
customers' experiences based upon a relatively small number of interviews. This "sample" of
the firm's customers must be carefully designed and drawn if the results of the study are to be
considered representative of the customer population as a whole. In most cases, the results of
quantitative studies are based upon the responses of a relatively "large" number of
interviews. Depending upon the size of the population and the amount of segmentation
desired, "large" can be as few as 50 responses or range from several hundred to thousands of
interviews. Mail-based, telephone-based, and (more recently) Internet-based surveys and
related data collection.

Qualitative Research Studies

Qualitative studies are used by firms to provide a more detailed and/or unconstrained
understanding of customer experiences. In most cases, the results of qualitative studies are
based upon dozens of interviews. Qualitative studies are not designed to provide insights that
are projectable to the customer population: qualitative studies are used for initial exploration
of experiences and topics or to probe more deeply the reasons behind customer perceptions.
Focus groups (group depth interviews) and "one-on-ones" (individual depth interviews) are
common examples of qualitative studies.

Comparison of McDonalds and KFC chain-store operations Model

Both KFC and McDonalds implement regular sales and franchising sales on the
management mode to achieve profitable growth. Using the direct sales, the company

may be control shares absolutely, or there may also be a partnership with others.
Under this mode of operation, the company will pay the high up-front costs in relation
to the latter income part, and also the cost will be expended at one time. The long time
gap will have an impact for the capital chain of the entire company; however, using the
franchising sales, although it increases the costs of control and management to the
company's stores, the upfront initial fee to supplement the cash flows of the company

will make the cash flow of the company smoothly as a whole. (alibaba 2012)
Since 1993, KFC began franchising in xian, china. In 1998, it issued the new
franchising policy called not starting from scratch. By the end of 2006, KFC has 95%
regular sales stores in china, and only 5% franchises stores. (study mode 2011)
compared with KFC, McDonalds officially introduced into a franchising business
model in china. McDonalds has more than 700 restaurants in china; most 26restaurants
are joint ventures with local chinese firms accounted for 50% operation modes,
contractual joint venture and wholly foreign-owned enterprises, and only a few stores
are franchise.

Comparison between the product and services of McDonalds and KFC


The comparis. The 4ps are:

Product
The stock turnover of KFC is relatively high. The Prices and quality of the product is
always compared. Their product includes goods (burgers, chicky meals etc) and services
(cleanliness, quick service, parties, and meetings). KFC products are based on high
quality. KFC has a head-on competition with McDonalds so wherever they place their
products; KFC goes there as well. Where in case of MCD, the products are value for

money.
Price
The price strategies of KFC are relatively expensive. Where the prices of MCD products

are according to the quality products.


Place
Distribution channel: KFC has only one channel of distribution i.e. direct where the
goods are transferred to the consumer directly. KFC has no middlemen.
Distribution of consumer goods and services: KFC does distribution of consumer goods
directly to the consumer. It also does distribution of services to the consumer like
parking, sitting, home delivery, etc. KFC does intensive distribution on its outlets (All
and everything on every outlet). The distribution channel of MCD products are direct and

has no middlemen in between.


Promotion
KFC spend 2% of its profits on advertisement. KFC use print media and most recently
doing televised marketing to promote it products. KFC advertising media involve:
newspapers, pamphlets, billboards and television. Where MCD use only digital media
and the do not spend much more on advertisement.

Pest analysis:
The pest analysis includes the political, economical, socio-culture and technological factors.
These are described in detail as under:
Political factors: the political factors include the government policies as KFC being a
foreign company, but they have to obey the policies of the government laid by the
government of Pakistan, the country where the business activities are being carried out. KFC
has handled this situation very tactfully and has obeyed the policies of the government as
prescribe by the government in order to run this kind of business. The other major factor is
the pricing policies. KFC maintain & design its Price policies keeping in view the income &
income distribution of the people living in the country. Thats why all the classes are the
target market of KFC. And the most important factor is the political instability. As in
Pakistan, there are political crises faced by the government, these greatly affect the business
of KFC.
Economical factors: the economic factors includes the income of the people, KFC is going
to target. Income is an important economical factor of the KFC. This factor decides which
class KFC is going to target. In the early time of KFC, they were focusing on the upper class
but they after some time changed their strategies and started to target the mass market by
introducing some different kinds of meals and offers through which we can say that they
target the middle & the upper level as well. The consumption behaviour of the people plays
an important role. KFC also estimated the consumption behaviour of the people, their liking
and disliking and make decision accordingly. Payment method is an important factor in the
economical factor of the KFC. They check the behaviour of the regarding the payment
methods of the people. They check whether the gives money in the form of cash or plastic
money.
Socio-culture factors: the social/cultural factors includes the social class, as it is discussed
earlier that KFC target all the class including the upper class, upper middle and lower middle
class etc. Although the culture of KFC from where they come is entirely different but they
have adopted the Pakistani culture as they had to serve the people living in Pakistan having
entirely different culture from other areas. And it has not only adopted the Pakistani culture

but also the religion as well. They offer halal foods to the customers, which is the symbol that
they adopted the Muslim religion strategies as they had to serve in the Muslim country, to the
Muslim customers.
Technological factors: the technological factors include the pace of change at a fast level.
Pace of change mean rate of change. KFC has strategy to introduce new technology
whenever they think that it is a time to introduce new technology. Research & development is
also an important factor in the technological factor. KFC always support the work of research
& development in order to introduce the new technology. Capital formation means stock of
machinery. KFC has a stock of machinery in order to run its business activities. In other
words KFC has a good amount of capital formation.

McDonalds franchise
1. McDonalds is not just a restaurant.
This sentence not only accurately covers business philosophy of McDonalds, but also
reflects franchise concept of McDonalds. McDonalds is not just a restaurant for sale, and as
well as the concept of corporate culture. Initially, McDonalds franchise can be a new store,
or it can be an old one. The investment costs for new stores and old shops are different. In the
medium of 2004, McDonalds opened a regular chain first, and then converted them to
franchised outlets. That franchise can use depreciation equipment; shops, furniture and
decoration, and the joined costs are correspondingly reduced. McDonalds franchisee is a
long-term partnership that the franchise agreement for a period of 20 years. (wenku 2011a)
2. McDonalds franchise mode
McDonalds corporation is one of the most successful franchises in the world; it creates a
unique franchise model: the company will buy or rent the shops, and then subleases it to the
franchisee. This real estates are the important property of McDonalds, while rental income
of these shops also accounted for a significant proportion of the income. The following table
5 will be a very good description of the McDonalds franchise mode. (wenku 2011a)
McDonalds franchise mode (wenku 2011a) location selection 24 provinces in north, central
and south of the china investment initial fee must be non-borrowed funds; company or
partners to join forms are not be allowed. As funds are not enough, McDonalds firm allows
you to rend the facilities, but you need to buy these devices within 3 years 27
Training 12 weeks training. Offer the staff training at the University of Hamburg for the
franchise. It also provides management consulting, advertising and other services.
3. The features of McDonalds stores selection
McDonalds expands their scale though the chain of business, however, the first step in
achieving this objective is through comprehensive market information and the location of the
evaluation criteria to select suitable store locations. It will make the stores more standardized

and more simplistic at headquarters management. The preferred terms of McDonalds


business success is selecting good location.
McDonalds will not spend huge investment to develop the new markets, but rather to search
for their own market all over the world. So mostly, they choose fully copy shop store
locations as possible. With a vivid metaphor, they are not tailored to each person, but they are
looking for people who are suitable for their clothes. (wenku 2012c)

KFCs franchises
1. Do not start from scratch
The idea called do not start from scratch is a special point of franchise of KFC in china.
This refers to starting a resale of profitable and sophisticated restaurants, which are sold to
franchisees. Franchisees are not required to start from scratch so that will avoid choosing a
place or setting up a shop on their own, such as recruiting, training and managing people as a
result of the work. The franchisees will greatly reduce the risk of investment and also
improve the chances of success. Recently franchise of KFC is a mature restaurant in the form
of transfer. Joining KFC is also a long-term cooperative relationship; the first period of
cooperation will be continued at least ten years for franchising agreements. Franchisee must
voluntarily work on KFC franchise more than a decade. (wenku 2011b)
2. KFC franchise mode
New franchise operators will be authorized to run a mature KFC restaurant, which had
already begun to profit at least for a year. Purchase charge for each restaurant's will be
calculated according to the specifics of the restaurant, which includes all the 28 decoration,
equipment, profit, and transfer of employees except from the purchase of immovable
property. Table 6 explains KFCs franchise mode. (wenku 2011b)
KFCs franchise mode (wenku 2011b)
Location selection
China's non-agricultural zones (150,000 -400,000 population)
Investment financing can find partners, but the main operator's capital ratio must be greater
than 30% or loan, but the loan amount cannot exceed 30% of the amount of investment
training 13 weeks training:<restaurant manager>,<restaurant management>,<how to manage
the franchise restaurant>,<KFC background> and the other relevant courses.

3. High commercial planning in KFC


Site success is one of KFCs core competitiveness. Through the research on internet, KFC
has a thorough planning. Firstly, the selection and division of location will consider their own
stability and maturity of market positioning and business circles. Secondly, KFC will
research the stream of people in the areas and make sure competitors will not intercept their
customers. (doc88 2012a)
4. Brand helping and promise keeping
KFC is one of the yum group's brands. On the management mode of chain, yum introduced
pizza hut and their other restaurant brands to enter the chinese market with the similar sales,
finance, supply-chain and other strategies. Through multi-brand synergies, it enhances the
competitive advantage of KFC, and also integrates the supply chain. They are full use of the
facilities in china is a big agricultural to guarantee the maximum profit of KFC. (wenku
2011a)

KFC India full menu with Prices


KFC, also known as Kentucky fried chicken is very famous chain of restaurants in India as
well as the whole world. Everyone is fond of their crispy chicken items. They have around
100 outlets all over India in various shopping malls as well as their own independent outlets.
Here, i am uploading snaps of KFC India full menu i got at phoenix marketcity, pune on 1st
June 2014. I hope, you find this menu helpful while deciding your budget and planning
accordingly while you goes to KFC.

Fig No. (ii): KFC India full menu with Prices

McDonalds India full menu with Prices


McDonalds (McDonalds) is the worlds largest chain of hamburger fast food restaurants.
They serve around 7.5 crore customers daily across 119 countries. McDonalds is very
popular in India too!
Here i am sharing Price menu of McDonalds taken on 14th October 2014 at meriplex mall,
pune. All Prices are in Indian rupees and exclude the service tax. Prices may be little bit
higher or lower (usually +/- rs.5), depending on your city and the place. The Prices shown
below are only Representative Figures.
Economy
Burgers/wraps:

Mcaloo tikki 30
Veg mcpuff 35
Mcegg 35
Chicken mcgrill 45
Masala grill veg 49
Masala grill chicken 59
Mcaloo wrap with chipotle sauce 49
Egg wrap with chipotle sauce 49
Grill chicken wrap with chipotle sauce 59

Econo meal (burger/wrap + coke + small fries):


Mcaloo tikki 109
Veg mcpuff 109
Mcegg 115
Chicken mcgrill 119
Masala grill veg 125
Masala grill chicken 135
Mcaloo wrap with chipotle sauce 132
Egg wrap with chipotle sauce 132
Grill chicken wrap with chipotle sauce 150
Burgers, wraps & chicken (a la cart) :
Mcveggie 69
Mcchicken 85

Filet-o-fish 105
Chicken maharaja mac 109
Mcspicy paneer 119
Mcspicy paneer supreme 125
Mcspicy chicken 125
Mcspicy chicken supreme 135
Double mcspicy chicken 200
Big spicy paneer wrap 149
Big spicy chicken wrap 155
(May not be available in some cities)

Veg mcmuffin 49
Veg supreme mcmuffin 59
Hot cakes (syrup & butter) 65
Egg & cheese mcmuffin 55
Sausage mcmuffin 65
Sausage mcmuffin (with egg) 75
Chicken mcnuggets (6/9/20pcs.) 95/125/265
Mcpaneer royale 127
Grilled chicken royale 137
Extra value meal (burger + coke pet bottle + medium fries)
Mcveggie 155
Mcchicken 165
Filet-o-fish 189
Chicken maharaja mac 204
Mcspicy paneer 209
Mcspicy paneer supreme 215
Mcspicy chicken 214
Mcspicy chicken supreme 220
Double mcspicy chicken 280
Big spicy paneer wrap 239
Big spicy chicken wrap 244
(may not be available in some cities)

Veg mcmuffin 95
Veg supreme mcmuffin 115
Hot cakes (syrup & butter) 115
Egg & cheese mcmuffin 105
Sausage mcmuffin 115

Sausage mcmuffin (with egg) 125


Chicken mcnuggets (6/9/20pcs.) 105/135/265
Mcpaneer royale 221
Grilled chicken royale 231

Happy meal (burger + mazaa/coke pet bottle + toy) :

Mcaloo tikki 105


Mcegg 108
Mcveggie 130
Chicken mcgrill 118
Chicken mcnuggets (4pcs.) 120
Mcchicken 140

*add small fries to the meal 25 (rs.30 in some cities)


(May not be available in some cities)

Veg mcmuffin 100


Veg supreme mcmuffin 110
Hot cakes (with syrup & butter) 114
Egg & cheese mcmuffin 100
Sausage mcmuffin 110
Sausage mcmuffin (with egg) 120

French fries

Small: 60
medium: 75
Large: 95

Extras
Beverages:

Mazaa/coke/minute maid mrp


Packaged drinking water mrp
Diet coke can (300ml) mrp
Ice tea (medium) 45
Cold coffee 49
Hash browns 29
Tea 35
Black tea 30
Fresh brew coffee 55
Black coffee 50

Coke/fanta/sprite mcfloat 30

Toppings:

Extra cheese/sauce/syrup/toppings 15
Extra chicken mcnuggets dip 13
Extra mcflurry toppings 20

Desserts:

Mcshakes (strawberry/chocolate) 60/70/80


Soft serve (strawberry/chocolate) 55
Chocolate brownie soft serve (medium) 65
Mcflurry (caramel/oreo/choco crunch) 69
Mcflurry (small) 49
Crispy veggie pops (6/12pcs.) 25/40
Crispy chicken pops (6/12pcs.) 30/50

A la cart :

Veg pizza mcpuff 25


Extra chicken mcnuggets dip 13
Extra cheese/sauce/toppings 15
Extra mcflurry toppings 20
Extra ketchup chilli sauce mrp

In case i have missed any product, please share it in the comment box below.
Note: McDonalds is registered trademark of McDonalds India (hrpl). All the content shared
here is only indicative; without any warranty, guaranty or affiliation to the company.

Comparison of McDonalds and KFC operation strategy---Growth strategy


McDonalds and KFC's growth as characterized is presented by some quantitative indicators
in the previous chapter, such as growth of sales revenue, number of restaurants and the
number of employment, which can be seen as both of them want to expand the organization's
scale. The strategy of McDonalds and Kentucky fried chicken is basically growth strategy in
china. Growth strategy can be achieved through direct growth, vertical integration, and
horizontal integration to achieve. Specific strategic development includes mergers,
acquisitions, partnerships, franchising, strategic alliances, and so on. (strat. Mgmt. J.)
KFC and McDonalds have taken a direct expansion of growth, but the first McDonalds
children's clothing stores called mckids opening in shanghai, china in 2004 marked the
adjustment of McDonalds business strategy, it means that the company is seeking effective
growth through diversification. In addition, there are also differentiations on drive-through
restaurants. (Brand republic 2004)

KFC and McDonalds strategies summary


Since 1993, KFC firstly improved franchise mode into china, and then established
appropriate organizations for the response of rapid decision. Thus KFC started strategy
named accelerated. Because of the development of KFC, McDonalds also begun their
strategy on Chinese market. In 2005, McDonalds opened up franchise mode at more than 30
cities. In addition, KFC used the Chinese characteristics business mode into KFC restaurants
of china. After the initial fee paid, the franchisee found that there is not profit; KFC will be
responsible for the losses. If the store is working well, according to the agreement which is
signed before, KFC will buy this store with 1 or 2 times of the Price after two or three years.
So it means that the normal franchises shop may become a joint venture shop, and then a
joint venture shop may become KFC own shop. Mostly this is more like Chinese investment
style because of zero risk. It states that McDonalds will earn higher profits from the
following operations. But KFCs Chinese characteristics mode is clearly more suitable for
the Chinese market. (xinhuanet 2004)
Actually, McDonalds decision-making systems are slower than KFCs on the long term
organization. And McDonalds often paranoid in "the Price is right" conservative principles
when choose the locations. They all greatly affected its market expansion in china. On the
contrary, KFC has more adventurous innovation sprit. It leads to KFC will get a good
location faster than McDonalds. (News 2006)

CHAPTER III
DATA ANALYSIS AND INTERPRETATION
In this chapter the data collected from 50 Respondents is presented and analyzed

Demographic information:
A) Gender:
Options

No. Of Respondents

% of Respondents

Male

28

56

Female

22

44

Total

50

100

Table No. A: Gender

Female; 44%
Male; 56%

Fig No. A: Gender


Analysis and interpretation:
From the above data it can be analyzed and interpreted that 56% of respondents are male and
44% of respondents are female.

B) Age group
Age ( in year)

No of Respondents

20-30
30-40
Above 40
Total

% of Respondents

29
11
10
50
Table No. B: Age group

58
22
20
100

Above 40, 20%

30-40, 22%

20-30, 58%

Fig No. B: Age group


Analysis and interpretation:
From the above data it can be analyzed and interpreted that 58% of respondents belongs to
the age of 20-30 years, 22% belongs to the age of 30-40 and 20% belongs to the age of above
40.

C) Annual income of Respondents :


Annual income(in
lakhs)
Below 2 lakhs
2 3lakhs
Above 3lakhs
No income
Total

35

No of respondent

% of Respondents

11
14
10
15
50
Table No. C: Annual income

22
28
20
30
100

32
28

30
25

20

20

20
15
10
5
0

Below 2 lakhs

2 3lakhs

Above 3lakhs

No income

Fig No. C: Annual Income


Analysis and interpretation: From the above Figure it has been clearly concluded that 38% of the respondents have
annual income of below 2 lac and 36% of between 2 to 3 lac and 26% of the respondent have
above 4 lac.

D) Occupation
Options
Students
Service
Business
Housewife
Total

No. Of Respondents
% of Respondents
8
16
25
50
10
20
7
14
50
100
Table No. : D- Representing occupation

60%
50%

50%
40%

Percentage

30%
20%

20%
16%

14%

10%
0%
Students Service

Business

Housewife

Fig No. D:- Representing occupation


Analysis & interpretation
From the above data it can be analyzed and interpreted that 16% of respondents are students,
14% are housewives, 20% are business man and 50% of the respondents are in service.

Q 1 How often do you visit to McDonalds/ KFC?


Options

McDonalds
No. Of
% of

No. Of

KFC
% of Respondents

Daily

Respondents
22

Respondents
44

Respondents
1

Once a

16

32

18

36

week
Once a

10

20

26

52

month
Others

10

Total

50
100
50
Table No.1:-Represent the visits of Respondents

60
50

100

52
44

40

32

36
MCD

30

KFC

20

20

10

10

0
Daily

Once a week

Once a month

Others

Fig No.1:- visits of Respondents


Analysis & interpretation
From the above pie graph it has been observed that majority of respondents that is 52% of
total Respondents visit KFC once in month, 36% once in a week & 2% Respondents visit
on daily basis where is in the case of McDonalds, 44% of respondents visit which is low as
compare to KFC.

Q2 Are you vegetarian/ non-vegetarian?


Options
No. Of Respondents
% of Respondents
Vegetarian
21
42
Non-vegetarian
18
36
Occasionally non-vegetarian
11
22
Total
50
100
Table No.2:-Represent the vegetarian/non-vegetarian
42
45
40
35
30
25
20
15
10
5
0

36
22

Percentage

Fig No.2:- Represent the taste of Respondents


Analysis & interpretation
In our study, 42% of respondents are vegetarian, 36% of respondents are non-vegetarian and
remaining eats non-vegetarian food occasionally.

Q3 who generally accompanies when you visit to any restaurant (McDonalds/KFC)?


Options
No. Of Respondents
% of Respondents
Family
11
22
Friends
30
60
Alone
7
14
Does it really matter
2
4
Total
50
100
Table No.3:- Represent the visit of Respondents with whom
60%
60%
50%
40%
30%
20%
Percentage

22%
14%
4%

10%
0%

Fig No.3:- Represent the visit of respondents with whom


Analysis & interpretation
From the above bar graph it can be concluded that mostly 60% of respondents accompanies
friends, 22% of respondents accompanies family and 14% respondents are alone when they
visit to a restaurant.

Q 4 What is your opinion on the pricing of the KFC/McDonalds?


Options

KFC
No. Of Respondents % of Respondents

Respondents

30

Respondents
18

20

40

16

15

30

24

48

Nominal

15

Expensive
Value for money
Total

McDonalds
No. Of
% of
36

50
100
50
Table No.4:-Represent the opinion of Respondents towards Price

100

60
48

50
40

40
30

36
30

30

KFC
MCD

20

16

10
0
Nominal

Expensive

Value for Money

Fig No.4.1:-Price opinion of Respondents


Analysis & interpretation
After consider the above table and bar graphs it can be conclude that in case of KFC, 30% of
respondents opinion is its pricing is nominal, 40% respondents thinks its expensive and
30% respondents feels value for money where in case of McDonalds, 36% of respondents
thinks its nominal, 16% respondents opinion is it is expensive and 48% of respondents feel it
is value for money.

Q5 Which food brand provides nutritious food to its customers?


Options

KFC

McDonalds

No. Of

% of

No. Of

% of

Respondents

Respondents

Respondents

Respondents

18

36

21

42

18

Agree

14

30

60

Strongly agree

14

Strongly
disagree
Disagree
Neither disagree
nor agree

Total

50
100
50
100
Table No.5:-Represent the opinion towards nutritious of the product
70

60

60
50

42

36

40
30

18

20
10
Percentage

14

14
2

KFC
MCD

Fig No.5:-Represent the opinion towards quality of the product


Analysis & interpretation
After analyzing the above data it can be concluded that in case of KFC, 6% of respondents
are strongly disagree, 36% of respondents

are disagree, 42% respondents

are neither

disagree nor agree, 14% of respondents are agree and 2% of respondents strongly agree that
it provides nutritious food where in case of McDonalds, 2% of respondents are strongly
disagree, 6% of respondents are disagree, 18% of respondents are neither disagree nor
agree, 60% respondents

are agree and 14% of respondents

McDonalds provides nutritious food.

are strongly agrees that

Q6 Are you satisfied with the food quality?


Options

KFC

Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly
dissatisfied
Total

McDonalds
No. Of
% of

No. Of

% of

Respondents
7
25
10
6

Respondents
14
50
20
12

Respondents
12
23
8
4

Respondents
24
46
16
8

50
100
50
Table No.6:-Represent the food quality of both the brands

Percentage

60
50
40
30
20
10
0

50
14

24

KFC % of Respondents

100

46
20

16

12

MCD % of Respondents

Fig No.6:-Represent the food quality of both the brands


Analysis & interpretation
In our study, in case of KFC, 14% of respondents are highly satisfied, 50% of respondents
are satisfied, 20% of Respondents are neutral, 12% of respondents are dissatisfied and 4%
of respondents

are highly dissatisfied with the food quality of KFC where 24% of

respondents are highly satisfied, 46% of respondents are satisfied, 16% of respondents are
neutral, 8% of respondents are dissatisfied and 6% of respondents are highly dissatisfied
with the food quality provided by McDonalds.

Q7 Is the advertisement of KFC & McDonalds increasing your demand?


Options

KFC

McDonalds

No. Of

% of

No. Of

% of

Respondents
Respondents
Respondents
Respondents
Yes
24
48
27
54
No
26
52
23
46
Total
50
100
50
100
Table No.7:- Represent the advertisement influence on demand of both brands
60
50

54

52

48

46

40

Percentage

KFC

30

McD
20
10
0
Yes

NO

Fig No.7:- Represent the advertisement influence on demand of both brands


Analysis & interpretation
From the above bar graph it can be concluded that in case of KFC, 48% of respondents agree
that advertisement influence their demand and 52% are disagree with this where in case of
McDonalds, 54% respondents are agree that their demand is influenced by advertisement
and 46% of respondents disagree.

Q8 Are you satisfied by the products and services offered by the following brands?
Options

KFC

McDonalds
Frequency
Percentage
Frequency
Percentage
Highly satisfied
11
22
10
20
Satisfied
7
14
25
50
Neutral
25
50
11
22
Dissatisfied
5
10
4
8
Highly dissatisfied
2
4
0
0
Total
50
100
50
100
Table No.8:-Represent the opinion of Respondents toward product and services of both
(KFC & McDonalds)
60

50

50

50

40
30
Percentage

20

22 20

22
14

10
0

10 8

KFC
McD

4
0

Fig No.8:-Represent the opinion of Respondents toward product and services of both
(KFC & McDonalds)
Analysis & interpretation
After consider the above table and bar graph it can be concluded that in case of KFC, 22% of
respondents are highly satisfied, 14% of respondents are satisfied, 50% of respondents are
neutral, 10% of respondents are dissatisfied, 4% of respondents are highly dissatisfied with
the product and services of KFC where in case of McDonalds, 20% of espondents are
highly satisfied, 50% of respondents are satisfied, 22% of respondents are neutral, 8% of

respondents are dissatisfied, none of respondents are highly dissatisfied with the product
and services of McDonalds.

Q9 Is location accessible to you?


Options

KFC
No. Of

McDonalds
No. Of
% of

% of

Respondents
Respondents
Respondents
Respondents
Near to you
23
46
30
60
Far to you
23
46
16
32
Others
4
8
4
8
Total
50
100
50
100
Table No.9:-Represent the accessibility of Respondents of both brands
70
60

60
50

46

40
Percentage

46
32

KFC

30

McD

20
8

10

0
Near to you

Far to you

Other

Fig No.9:-Represent the accessibility of Respondents of both brands


Analysis & interpretation
In our study it can be concluded that in case of KFC, 46% of respondents say that the
location is near to them, 46% of respondents say the location far to them where 60% of
respondents access the location near to them, 32% far to them in case of McDonalds.

Q10 How do you rate about food brands?


Options

KFC
No. Of

McDonalds
No. Of
% of

% of

Respondents
Respondents
Respondents
Respondents
Excellent
9
18
24
48
Good
29
58
18
36
Poor
6
12
7
14
Very poor
6
12
1
2
Total
50
100
50
100
Table No.10:- Represent the rate given by Respondents to both food brands
70
58

60
48

50
40
Percentage

36

KFC

30
20

McD
18

12 14

10

12
2

0
Excellent

Good

Poor

Very Poor

Fig No.10:- Represent the rate given by Respondents to both food brands
Analysis & interpretation
From the above bar graph it can be concluded that 18% respondents rate as excellent, 58%
respondents rate as good, 12% respondents rate as poor, 12% respondents rate as very poor to
KFC where in case of McDonalds, 48% respondents rate it as excellent, 36% respondents
rate as good, 14% of respondents rate as poor and 2% respondents rate it very poor.

CHAPTER-IV
SUMMARY AND CONCLUSION
Results of the study
As two of the world's largest fast-food giants, McDonalds and Kentucky fried chicken
(KFC) are both from the United States.
KFC launched its first mobile unit, which took the streets of karachi by storm. The mobile
unit has been designed to cater to the needs of those who are on the go, and have little time to
stop by at a restaurant. It also provides a unique convenience of enjoying the delicious KFC
offering anytime, anywhere, thus making fast food truly fast and convenient. McDonalds
corporation is one of the most successful franchises in the world; it creates a unique franchise
model: the company will buy or rent the shops, and then subleases it to the franchisee. This
real estates are the important property of McDonalds, while rental income of these shops
also accounted for a significant proportion of the income.
The strategy of McDonalds and Kentucky fried chicken is basically growth strategy in china.
Growth strategy can be achieved through direct growth, vertical integration, and horizontal
integration to achieve. Specific strategic development includes mergers, acquisitions,
partnerships, franchising, strategic alliances, and so on.
KFC and McDonalds have taken a direct expansion of growth, but the first McDonalds
children's clothing stores called mckids opening in shanghai, china in 2004 marked the
adjustment of McDonalds business strategy, it means that the company is seeking effective
growth through diversification. In addition, there are also differentiations on drive-through
restaurants. (Brand republic 2004)
In our study, the findings after the analysis of the primary data are given below:

52% people visit KFC once in a month where 44% people visit McDonalds daily and

only 32% people visit McDonalds once in a month.


In our study 42% are vegetarian and 36% people are non vegetarian.
60% people visit restaurant (McDonalds/KFC) with their friends and 14% alone.

40% people feels KFC is expensive where only 16% people think McDonalds is
expensive and 48% people think McDonalds products are value for money on the other

hand only 30% people think KFCs products are value for money.
36% people disagree with the nutritious food provided by KFC where only 6% are
disagree with McDonalds and 60% are agree with the nutritious food provided by

McDonalds where only 14% are agree in case of KFC.


14% of people are highly satisfied with the food quality of KFC where 24% people are

from McDonalds which are highly satisfied.


50% of people are satisfied with the product and services given by McDonalds where in
case of KFC only 14% people are satisfied.

Limitations of our study:


Every study has certain limitations and constraints. Although it was tried the best still there
were certain limitations. The limitations faced were as follows :
Accuracy
The data was collected through questionnaire. The responds from the respondents may not
be accurate
High Cost.
Collecting data using primary research is a costly proposition as marketer has to be involved
throughout and has to design everything.
Time Consuming.
Because of exhaustive nature of the exercise, the time required to do research accurately is
very long as compared to secondary data, which can be collected in much lesser time
duration.
Inaccurate Feedbacks
In case the research involves taking feedbacks from the targeted audience, there are high
chances that feedback given is not correct. Feedbacks by their basic nature are usually
biased or given just for the sake of it.
More number of resources is required.
Leaving aside cost and time, other resources like human resources and materials too are
needed in larger quantity to do surveys and data collection.

Suggestions & Recommendations.


After analyzing the primary data and considering result of the study the following
recommendations are suggested to be taken:

They should also make their menu dynamic, by introducing new meals after certain period of
time
New items should be introduced by varying the taste.

Both food brands should adopt certain strategy to attract the customers. It could be by
introducing some discount packages for families, employees, students or regular customers.
The membership card can be used to provide certain extra value to the customer.
KFC needs to have more outlets, at commercial areas.

Mobile outlets may be an effective addition as well.


KFC should work for having more solid marketing departments.

Both food brands should organize and run the proper advertisement campaign.

BIBLIOGRAPHY
Google books
B. Hesterman Oran, Fair Food: Growing a Healthy, Sustainable Food System for

All, Sultan Chand publications, New Delhi, fifth edition, Published May 31st 2011.
Roberts Paul, The End of Food, by Houghton Mifflin Harcourt, London, 12th
edition, Published on June 4th 2008.

Websites

http://www.scribd.com/doc/23243109/project-on-kfc#scribd (last accessed on 15.

February .2015)
http://www.scribd.com/doc/23291169/kfc-Vs-McD#scribd (last accessed on 20.

February. 2015)
http://www.slideshare.net/dankjohn/project-report-and-market-survey-of-mcdonalds-

cbse-class-12-entrepreneurship-project (last accessed on 10.March.2015)


https://www.google.co.in/search?
rlz=1C1GIGM_enIN613IN613&espv=2&q=www.kfc.com+india (last accessed on

30.March.2015)
http://www.projectfever.com/index.php?
main_page=product_info&cPath=2&products_id=324 (last accessed on 5.April.2015)

ANNEXURE
QUESTIONNAIRE
Dear Sir / Madam
I am doing a research to know about consumer satisfaction toward KFC and McDonalds
brand in Delhi city as per my topic. So, its my request to you to kindly cooperate with me in
filling the questionnaire. I am assuring you that information provided by you will be
academic purpose only and will not be misused anywhere.

Demographic profile

Name:
G ender:

Male (

Age:

Below 18 ( )

Occupations: Service (

Female (
18-25 ( )

) Business (

Annual Income: Below 2L (

25 above ( )
) Housewife (

2L-4L (

4L-6L (

Student (
)

Above 6L (

(1) How often you visit to MCD/KFC?


MCD
Daily ( )
Others (specify) ( )
KFC
Daily ( )
Others (specify) ( )

Once a week ( )

Once a month ( )

Once a week ( )

Once a month ( )

(2) Are you a vegetarian/non-vegetarian?


Vegetarian ( )

Non-Vegetarian ( )

Occasionally Non-vegetarian ( )

(3) Who generally accompanies when u visit to any restaurant?


Family ( )

Friends ( )

Alone ( )

Does it really matter ( )

(4) What is your opinion on the pricing of the KFC/MCD?


KFC
Nominal ( )

Expensive ( )

Value of money ( )

Expensive ( )

Value of money ( )

MCD
Nominal ( )

(5) Which food brand provides nutritious food to its consumers?


KFC
Strongly Disagree ( )

Disagree ( )

Agree ( )

Strongly Agree ( )

Neither Disagree nor Agree ( )

MCD
Strongly Disagree ( )

Disagree ( )

Agree ( )

Strongly Agree ( )

Neither Disagree nor Agree ( )

(6)Are you satisfied with food quality?


KFC
Highly satisfied ( )

Satisfied ( )

Neutral ( )

Satisfied ( )

Neutral ( )

MCD
Highly satisfied ( )

(7) IS the advertisement of KFC and MCD increasing your demand?


KFC
Yes ( )
MCD

No ( )

Yes ( )

No ( )

(8) Are you satisfied by the products and services offered by the following brands?
KFC
Highly satisfied ( )
Dissatisfied ( )

Satisfied ( )

Neutral ( )

Highly dissatisfied ( )

MCD
Highly satisfied ( )
Dissatisfied ( )

Satisfied ( )

Neutral ( )

Highly dissatisfied ( )

(9) Is location accessible to you?


KFC
Near to you ( )

For to you ( )

Other (specify) ( )

For to you ( )

Other (specify) ( )

MCD
Near to you ( )

(10)How do you rate about food brands?


KFC
Excellent ( )

Good ( )

Poor ( )

Very Poor ( )

Good ( )

Poor ( )

Very Poor ( )

MCD
Excellent ( )

(11) Give your suggestions, if you want to give.


KFC

MCD..........................
.....................................................................................................................................................
Name..

Contact no:

.
-Thanks-