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Fast food is generally food or a meal which is prepared, or which can be quickly cooked when you order it. You can buy fast food almost anywhere. Although fast food trend is quite new in Mumbai yet it is growing very fast, this indicate that such type of fast food restaurant have a very bright future in Mumbai because people have busy schedule and need fast services. The two major fast food restaurants that have their outlets in the whole world, are giving tough competition to each other in Mumbai. Our research is based on the hypothesis that whether people in Mumbai prefer McDonald or KFC and we found that due to reasonable price and taste of food people prefer McDonald. When KFC was introduced in Mumbai the price was not affordable by people but now they have lower their prices. It was also found that due to impressive packages people prefer KFC over McDonald s. While conducting our research we also came to know that McDonald is more advertised this is one of the reasons that people prefer McDonald over KFC. We are going to discuss all of this in our research.
The trend of fast food is growing day by day in Mumbai. This research is designed to generate knowledge about fast food restaurants in Mumbai and hence this research is based upon two leading fast food brands in Mumbai. The main objective is to know which brand is popular in majority. Which among the two brands is of higher quality. Which brand is more economical. Hence in general we conducted this research because we wanted to know that which brand is preferred and what is the reason behind it.
RESEARCH PROBLEM: To understand the preference of people
In sampling plan we draw sample, sample is basically a segment of the population selected for research to represent the population as a whole. In our research we targeted people from different age groups like 10-20,20-30,30-40,40-50 and 50& above. So we approached people who visit KFC and McDonald s .Our sample size is 47 from the whole population .Our research instrument for collecting primary data is Questionnaire in which we ask fifteen questions, includes a mixture of both open ended and close ended questions for accessing people s preference.
The empirical analysis of the International fast food chains in Mumbai was based on the primary data collected through personal observations by visiting KFC and McDonald s located in Chembur KStar (Near Diamond Garden).The data were collected by filling questionnaire during rush hours in the afternoon. In all, 47 customers were accounted for during the survey time period in KFC and McDonald s.
The problem which we faced while conducting our research are firstly the people were not very co operative in order to fill our questionnaire and we have to convince them. Another problem was that people were hesitating to fill our questionnaire.
KFC Launch in India:
KFC entered India in 1995. 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. But a controversy surrounding the levels of MSG in its preparations and subsequent protests from farmers groups and animal rights activists spelt trouble for the company. Ultimately, the company had to shut all but one outlet in the country. Only recently in 2003 it made a quiet re-entry into the Indian market. Then came up with the strategies and menu that is desirable by the Indian consumers. And since 2003 it is expanding successfully its business in India.
McDonald s Launch in India:
McDonald¶s fist store was launched in India, it was also the first McDonald¶s restaurant in the world not serving beef on its menu and today is has more than 160 restaurants across India. No Beef was part of McDonald¶s marketing plan. They were very quick to adapt to the Indian scenario and developed there marketing strategy and menu to please the Indian audience. And they have been very successful over the years.
KFC Vs McDonald s:
McDonald s have been very successful in India. Though KFC and McDonald s entered Indian market in gap of one year (KFC was first to enter in India), but today McDonald s have around 170 outlets and KFC about 72 in 13 cities. The controversy surrounding the KFC have not let them march forward and they have been struggling with there expansion plans. Only recently they have included vegetarian food in there menu which McDonald s managed to do with there launch in India. The delay in adapting to Indian customs has cost KFC a great deal. But with the change in marketing strategy and there communication revolving around the Veg menu, will KFC manage to march past McDonald s? It we look the recent developments and communication, I feel yes they can. KFC has the potential and that freshness in them while McDonald s looks very old and tired. The recent advertisements and communication from McDonald s are not funny at all and only manage to convey the sorry state of creative and marketing team. The services of McDonald s have degraded to greater extent. The people behind counters look like bunch of losers made to stand forcibly, where as KFC has that freshness and employee are more cheerful and vibrant. The McDonald s have become very crowded over the years and they have sitting arrangement which are very cramped and you feel suffocated inside the restaurants. And if you are sitting for too long, then the floor keeper gives you a very disgusting look. Whereas at KFC, they have more space and you feel more relaxed and not in hurry to vacate the seat.
Q1) What is your age group? As we have taken our sample between 10-20,20-30,30-40,40-50,50&above. So the people who have filled the form are of the above mentioned age groups.
Q2) How often do you use fast-food services? 54% visit once a month 12% visit once a year and once a week. 17% twice a week and 5% visit other time. It looks like most of the people go out and eat fast food once a month. In a close second place people visit fast food restaurants twice a week. So pie graph result shows that people like to eat fast food, but just at different interval of time. Q3) Which is more reasonable in terms of cost? 21% of people think KFC is reasonable in terms of cost and 70% of people think McDonalds.
35 1 2 3 25 50&above
40-50 30-40 20-30
12 1 2
McDONALDS OTHERS 1
Q3) What¶s your favorite fast food place? There are tons of different fast food restaurants around the world, but we narrowed down the choices to McDonald's and KFC. According to the people s choice 29% people like KFC,While only 53% McDonald s. McDonald s dominates over KFC.
30 1 2 1
15 2 10
40-50 30-40 20-30
5 5 0 KFC McDONALDS 10
Q4) Rate the fast food you have visited the most? (3 being high and 1 being low) 2%of the people prefer to visit KFC while only 15% prefer McDonald s. KFC are the first movers of fast food restaurant in Mumbai hence they have first mover advantage. They were the pioneer of fast food in Mumbai. The position of KFC in the mind of people is very strong. Q5) Which one is your favorite meal? We gave various choices of food offered by both restaurants. We restrict people only to choose one food item which is one of their most favorite According to the result 52% people like KFC chicken and 43%burger and 5% salad. While McDonald s salads were liked by 45%, 30% burger and 25% chicken pieces. Q6) What fast food restaurants do you think is most advertised? The survey shows a difference between the advertisements of both restaurants. As they are leading fast food restaurants in Mumbai so they advertised almost equally to make their roots strong in promoting their service. According to the
data 19% people think KFC is more advertised and 78% found McDonald s is more advertised.
30 3 25 3
50&above 40-50 30-40
10 0 5 5 4 0 KFC McDonalds 5 0 1 0 Others
Q7) Which fast food chain is in your opinion is more healthy? 30% people think that KFC is healthier and 52% people think McDonalds. People have positive approach towards McDonalds because McDonalds food has less chronic health risks because its meal involves appropriate amount of nutrients.
30 25 1 1 1 20 15 10 5 5 0 kfc mcdonals 50 0 9 9 12 40-50 30-40 20-30 1 2 2 3 1 others 10-20
Q8) How favorable is your attitude towards the fast food brands you have eaten? (3 being high and 1 being low) 5% people rated KFC at 3 place, 37% people at second and 8% people at first place. But MacDonald s result differ13% people rated KFC at 3 place, 37% people at second and 50%people at first place. As results undoubtedly shows the people have favorable attitude towards KFC. Q9) How well the following brands satisfy your needs? (3 being high and 1 being low) 50% people are fully satisfied with KFC, 40% people satisfied and 10% people are just satisfied. But MacDonald s result differ 15% people are fully satisfied, 35% people are satisfied and 50%people are just satisfied.
Q10) Which brand packaging has an attractive look? In brand packaging McDonalds took prize over KFC. The survey results show that many people like McDonalds packaging style over KFC.
Q11) Which fast food restaurant has an eye -catching out look? McDonalds surpass KFC and the outlook of the restaurant 51% of people like the outlook of McDonalds and only 49% people rated KFC.
25 1 1 1 0 2 2 50&above 15 40-50 11 13 30-40 20-30 10 10-20
0 KFC McDONALDS OTHER
Q12) Which fast food restaurant is more accessible? The result of this question shows an split among both options. The increasing trend of fast food leads both restaurant branches to multiply in order to make them easy to get to. 15% people think KFC is more accessible while 85% think that McDonald s is more accessible.
45 40 35 30 50&above 25 20 20 15 10 5 0 0 4 3 KFC McDONALDS OTHER 13 40-50 30-40 20-30 10-20 1 3 3
Q13) Which brand offer deals which have attractive prices? The higher percentage of people found the prices of McDonald s more attractive than KFC. According to the data 27% people found prices of KFC are attractive. While that of 73% found McDonald s prices smart.
40 35 1 3 30 3 25 20 15 10 5 0 KFC McDONALDS 2 2.4 11 8 50&above 40-50 16 30-40 20-30 10-20
Q14) Do you think the future of International fast food chains in Mumbai is bright? Based on people answers, 85%agreed with the statement that the future of international fast-food chains in Mumbai is bright, 5% were not agreed on bright future and 10% people have no idea about this. With today's hectic lifestyles, timesaving products are increasingly in demand; one of the most obvious examples is fast food. People want quick and convenient meals as a result, consumers rely on fast food .Knowing this, fast food providers are coming up with new ways to market their products that save time for consumers. All that make sense though because that is what "fast food" is supposed to mean... cheap, fast, and tasty.
The conclusion we have drawn after conducting our research is that the problem statement which we consider in our research is confirmed .Our hypothesis that McDonald s is in spotlight and KFC is a side show was right and people prefer McDonald s over KFC because of their good quality food and their reasonable price, hence McDonald s capture a large market than KFC in Mumbai.
KFC McDONALDS OTHERS
RECOMMENDATION AND SUGGESTION:
After conducting our research we come to a point that about 62% people prefer McDonald s over KFC here are some suggestions and recommendations to both the brands. Based on our research we suggest that KFC should improve the cost of their food because majority of people found KFC expensive. It was also found that McDonald s satisfies the need of people to greater extent, so KFC should try hard to make up to the expectations of people. It was found by our research that although people prefer McDonald over KFC but they found the packing of KFC more attractive than that of McDonald, so McDonald should work on their packing and make it more attractive. When it comes to outlook of the restaurant, majority of people like the outlook of McDonald, so KFC should improve their outlook. It was also found that McDonald is better advertised; hence KFC should work to promote their brand in order to capture a large volume of customer. Mumbai is a price sensitive market for many items and competition is intense, so KFC should maintain their price packages.
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