UNITY COLLEGE

DIMAPUR: NAGALAND

“A STUDY ON CONSUMER PERCEPTION TOWARDS KFC AND

DOMINOS’S IN DIMAPUR CITY”

A PROJECT REPORT

Submitted to Nagaland University, In partial fulfilment of requirement for

the award of Bachelor Degree in Commerce.

Under the guidance of, Submitted By :

Dr Tabassum khan Joshua thohah
Dept. of commerce Roll no.: 21280027
Regd. No.: 21280513
Ma’am Rongsennungla B.com 6th sem.
Asst. Professor (dept. of commerce)
 DECLARATION

I hereby declare that Dissertation/Project work entitled” A STUDY ON CONSUMER

PREFERENCE TOWARDS KFC AND DOMINOS IN DIMAPUR” presented in this report
has been carried by me under supervision of DR TABASSUM KHAN and Ma’am
RONGSENNUNGLA, Department of commerce, unity college of ARTS AND COMMERCE.

Further, I declare that neither the whole nor a part of report has previously been submitted to
any university for any examination.

(Signature of the student)

JOSHUA THOHAH
B.com 6th semester (honours)
Roll.No:CH21280027

Place:
Date:
 CERTIFICATE

This is to certify that the Dissertation/project work entitled “A STUDY ON CONSUMER

PREFERENCE TOWARDS KFC AND DOMINOS IN DIMAPUR” carried out by Joshua
Thohah, Roll no. CH21280027, For partial fulfilment for the award of B.Com. (honours)
degree of Nagaland University.

Name and Signature of the supervisor Name and Signature of the HOD
Date Date with seal
 ACKNOWLEDGEMENT

For the completion of this study, I have received valuable help, guidance

and suggestions from my supervisor, expert in this field and from my friends and family
members whom I would like to thank.

In particular I am extremely grateful to Dr TABBASUM KHAN and Ma’am RONGSEN

NUNGLA for his inspiration and intellectual guidance valuable help and encouragement
through all stages of work.

I also express my sincere thanks o my friends, family members and mentors for extending their
cooperation and help in their own way.

Signature
CONTENTS PAGE NO.

DECLARATION

CERTIFICATE

ACKNOWLEDGEMENT

INTRODUCTION ……………………………………………….. 1

REVIEW OF LITERAURE ………………………………………... 2,3

OBJECTIVES OF THE STUDY …………………………………….. 4

RESEARCH METHODOLOGY ……………………………………. 5,6

DATA ANALYSIS ….………………………………………………. 7,16

FINDINGS …………………………………………………………. 17

CONCLUSION ………………………………………………………. 18

SUGGESTIONS ………………………………………………........... 19

BIBLIOGRAPHY …………………………………………………….. 20

WEBSITES ………………………………………………………….. 21

QUESTIONNAIRE ………………………………………………….. 22,23

 INTRODUCTION

In today’s bustling fast-food landscape, where consumer choices are abundant and preferences
vary widely, brands like KFC and Dominos have managed to carve out a unique space for
themselves KFC, with its iconic fried chicken offerings and expanding menu options, has
catered to generations of consumers seeking heartly and indulgent fast food. On the other hand,
Dominos delivery model has revolutionized and speed in the realm of fast-casual dining.

As these two industry juggernauts continually vie for consumer attention and loyalty,
understanding the intricacies of consumers preferences becomes paramount. This case study
endeavors to illuminate the nuanced factors driving individuals to lean towards KFC and
Dominos when hunger strikes. By delving into consumer behaviours, habits and perceptions
through a comprehensive survey, we seek to unravel the underlying motivations behind their
brand choices.

Through a meticulous analysis of customer feedback and satisfaction of levels, we aim to shed
light on what compels patrons to gravitate towards one brand over the other. Whether it be taste
preferences, convenience factors, price considerations, or perhaps even social influences, this
study looks to provide valuable insights into the diverse array of factors that sway consumer
decisioned in the competitive battleground of fast food.

By recognizing and deciphering consumers inclinations and idiosyncrasies when it comes to

choosing KFC or dominos, both brands can refine their strategies, enhance customer
experiences, and solidify their standing in the ever-evolving fast food landscape. join us on this
exploration into consumers preferences towards KFC and Domino’s as we unravel the intricate
tapestry of choices that define their fast-food dining experiences.

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 LITERATURE REVIEW

Consumer preference has always been a concern for industry stake holders as it has always
impacted the profit margins. The research conducted by scholars and researchers also reveals
the same. As Anderson and Zeithaml (1984) states that the substance and determinants of
quality may be undefined, but its importance to firms and consumers is unequivocal. It has
demonstrated the strategic benefits of quality in contributing to market share and return on
investment.

Jiang and Rosenbloom (2005) identified that in this technological age where instant price
comparisons on the web are available at the click of a mouse, non-price competitive advantages,
such as service quality, become even more critical in retaining and attracting customers.

A number of studies were also conducted on hospitality industry which is an amalgamation of

accommodation, food & beverage, travel & tourism and recreational services.

Tabaku E. and Cerri S. (2016) assessed the quality of the service offered by the hotels in the
Albanian coast and the effect of service quality on the satisfaction of hotel customers and
confirmed the positive effect of service quality on customer satisfaction.

Dražen Marićet al. (2016) analyzed the hotel tangible and intangible Service Quality
Components in the

Kragujevac, one of the five largest cities in Serbia and the research revealed that consumers
generally tend to pay more importance to intangible attributes in hospitality and hotel industry
such as confidence in the hotel’s staff, and be sure that no aspect of the provided service will
lead to a mistake or misunderstanding. Precision, accuracy, security, speed of service, staff’s
courtesy and personal attention are service quality elements which were found important to the
guests of the hotel. With regard to tangible attributes clean and comfortable rooms were a
requirement, while some additional elements, such as sports facilities, lawns, swimming pools
or sauna do not make a decisive impact on the choice of the guest for a certain hotel.
Huang (2014) compared the different perspectives with regard to service quality between
leisure travelerS and hoteliers in Taiwan. The results showed that perspectives of leisure
travelers differed from the hoteliers as in the facility management, and speed of service and
appearance factors rather than service factor.

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Chin and Tsai (2013) assessed service quality of luxurious restaurants in International hotel
chains in Taiwan and found reliability as the chief evaluation dimension followed by empathy
and a positive relationship between quality of service and repeat patronage

Maghziet. al. (2011) conducted a study to understand the influence of service quality and
customer satisfaction on brand trust for hotel services in Dubai and the result of the study
indicates that both service quality and customer satisfaction have positive influence on brand
trust.

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 OBECTIVES

1. To understand the factors influencing consumer preferences between KFC and domino’s in
Dimapur.
2. To identify and analyze the reasons why consumers choose fast food chain over the other.
3.To evaluate the image and perception of each brand among consumers in Dimapur.
4.To analyze the market share and competitive dynamics between KFC and Domino’s in
Dimapur

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 RESEARCH METHODOLOGY

❖ RESEARCH DESIGN

The study was based on survey method. The aim of the study is to find the consumer perception towards
KFC and Domino’s.

❖ SAMPLE DESIGN

A Sample design is a definite plan for obtaining a sample from a given population
convenience sampling method used in selected samples.

❖ SAMPLE SIZE

The sample size includes 80 respondents of Dimapur city

❖ SOURCES OF DATA

In dealing with real life problem, it is often found that data at hand are inadequate and
hence it becomes necessary to collect data that are appropriate. The researcher has
chosen the following method and they are:-

1. PRIMARY DATA: - Primary data is data that is collected by a researcher from

first hand sources using methods like survey, interview or experiment. It is
collected directly from primary sources and thus happens to be original in
character. The researcher has used the structured questionnaire for collecting the
information from the consumer.

2. SECONDARY DATA: - Secondary Data are those which have already been
collected by someone else and which have already been passed through statistical
process. The researcher has collected the secondary data from the sources like
internet published data, books, etc.

❖ DATA COLLECTION

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Data were collected from respondents by drafting structured questionnaire.

❖ DATA ANALYSIS

Percentages were applied for analyzing and interpretating the data.

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 DATA ANALYSIS

1. Gender.

Gender No. of respondents Percentage

Male 55 69%
Female 25 31%
Total 80 100%

No. of respondents

Female
31%

Male
Male
69% Female

Interpretation: the above analysis shows that 69% are male and remaining 31% are women.

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2. Age group.

Age No. of respondents Percentage

18-24 35 44%
24-35 22 27%
35-50 15 19%
50 above 8 10%
Total 80 100%

No. of respondents

50 above
10%
35-50
18-24 18-24
19%
44%
25-35

24-35 35-50
27% 50 above

Interpretation: it has been found out that 44% are in That age group of 18-24. Whereas, 27%
of people are in the age group of 24-35 and 19% of the people are in the age group of 35-50
and remaining 10% people in age group of 50above.

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3. Do you consume fast food?

Options No. of respondents Percentage

Yes 62 77%
No 18 23%
Total 80 100%

No. of respondents

No
23%

Yes
Yes No
77%

Interpretation: from the above data, we have found out that 77% of people consume fast food.
whereas, remaining 23% of people don’t consume fast food.

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4. How frequently do you visit fast-food restaurants like KFC and Domino’s?

Options No. of respondents percentage

Once a weak 21 26%
2-3 time a week 18 22%
Once a month 25 31%
Rarely 10 13%
never 6 8%
Total 80 100%

No. of respondents

never
Rarely 8% Once a weak
13% 26%
Once a weak
2-3 time a week
Once a month Once a month
2-3 time a week
31% 22% Rarely
never

Interpretation: the above date shows that 26% of respondents visit fast food restaurants once
a week and 22% of respondents visit 2-3 time a week. Whereas, 31% of respondents visit once
a month and 13% of respondents rarely visit fast food restaurants and remaining 8% of
respondents never visit fast food restaurants.

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5. What are the main factors that influence your choice between KFC and domino’s?

Options No. of respondents Percentage

Taste of food 23 28%
Price 27 34%
Variety of menu option 15 19%
Location of the restaurant 3 4%
Quality of service 12 15%
Total 80 100%

No. of respondents
Quality of
service
Location of 15% Taste of food
the
28%
restaurant
4% Taste of food
Price
Variety of Variety of menu option
menu
Location of the restaurant
option
19% Price Quality of service
34%

Interpretation: the above analysis shows that, 28% of respondents thinks that taste of food is
the main factor influencing the choice between the two fast food chain. And 34% of
respondents on price, whereas 19% respondents on variety of menu option and other 4% of
respondents think location of the restaurant are the main factor of the choice between kfc and
domino’s and remaining 15% on quality of service.

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6. When choosing a fast food between KFC and domino’s option, what factors are more
important to you?

Options No. of respondents Percentage

Price 12 16%
Quality 39 50%
Taste 12 15%
Brand reputation 15 19%
Total 80 100%

No. of respondents
Brand
reputation
19% Price
16%

Price
Taste
15% Quality

Quality Taste
50% Brand reputation

Interpretation: From the above data, we found out that 16% of respondents thinks price is
the main factor while choosing a fast-food restaurant between kfc and domino’s And 50%
respondents feels quality are the main factor. whereas, 15% of respondents on taste and
remaining 19% on brand reputation.

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7. How would you rate the quality of our product?

Options No. of respondents Percentage

Satisfied 49 61%
Dissatisfied 22 28%
Both 9 11%
Total 80 100%

No. of respondents

Both
11%

Dissatisfied
Satisfied
28% Satisfied
61% Dissatisfied
Both

Interpretation: from the given data we found out that, 61% of respondents are satisfied on the
quality of the product and 28% respondents are not satisfied and remaining 11% of respondents
feels both.

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8. Which brand provide more variety /option in menu KFC and DOMINO’S?

Options No. of respondents Percentage

Kfc 24 29%
Domino’s 42 50%
Other 18 21%
Total 80 100%

No. of respondents

Other
Kfc
21%
29%

Kfc
Domino’s
Domino’s Other
50%

Interpretation: the above analysis, we found out that 29% of respondents feel kfc provide
more variety menu and 50% of respondents thinks Domino’s provide more option or variety
of menu and items and remaining 21% respondents on others.

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9. which market share and major Players between KFC and DOMINO’S?

Options No. of respondents Percentage

Kfc 36 45%
Domino’s 32 40%
Both 12 15%
Total 80 100%

No. of respondents

Both
15%
Kfc
45% Kfc
Domino’s Domino’s
40% Both

Interpretation: the above analysis shows that, 45% of respondents feels kfc have the major
market share in Dimapur city. Whereas, 40% of respondents thinks dominos as the major
market share and remaining 15% respondents on both.

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10. what is the competitive strategy between KFC and Domino’s?

Options No. of respondents Percentage

Fortressing strategy 20 25%
Delivery segment 25 31%
Supply chain management 22 28%
Others 13 16%
Total 80 100%

No. of respondents

Others Fortressing
16% strategy
25%
Fortressing strategy
Supply chain
management Delivery segment
28% Delivery segment Supply chain management
31% Others

Interpretation: from the above pie chart, 25% of respondents feels fortressing strategy is the
main competitive strategy between kfc and domino’s. and 31% of respondents thinks delivery
segment and 28% of respondents thinks supply chain managements and remaining 16%
respondents on others.

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 FINDING

➢ It has been found out that 69% are male and remaining 31% are women.

➢ it has been found out that 44% are in That age group of 18-24. Whereas, 27% of people
are in the age group of 24-35 and 19% of the people are in the age group of 35-50 and
remaining 10% people in age group of 50above.

➢ from the above data, we have found out that 77% of people consume fast food. whereas,
remaining 23% of people don’t consume fast food.

➢ It has been found out that 26% of respondents visit fast food restaurants once a week
and 22% of respondents visit 2-3 time a week. Whereas, 31% of respondents visit once
a month and 13% of respondents rarely visit fast food restaurants and remaining 8% of
respondents never visit fast food restaurants.

➢ From the above analysis it has been found out that, 28% of respondents thinks that taste
of food is the main factor influencing the choice between the two fast food chain. And
34% of respondents on price, whereas 19% respondents on variety of menu option and
other 4% of respondents think location of the restaurant are the main factor of the choice
between kfc and domino’s and remaining 15% on quality of service.

➢ From the above data, we found out that 16% of respondents thinks price is the main
factor while choosing a fast-food restaurant between kfc and domino’s and 50%
respondents feels quality are the main factor. whereas, 15% of respondents on taste and
remaining 19% on brand reputation.

➢ It has been found out that, 61% of respondents are satisfied on the quality of the product
and 28% respondents are not satisfied and remaining 11% of respondents feels both.

➢ the above analysis, we found out that 29% of respondents feel kfc provide more variety
menu and 50% of respondents thinks Domino’s provide more option or variety of menu
and items and remaining 21% respondents on others.

➢ the above analysis shows that, 45% of respondents feels kfc have the major market
share in Dimapur city. Whereas, 40% of respondents thinks dominos as the major
market share and remaining 15% respondents on both.

➢ It has been found out that 25% of respondents feels fortressing strategy is the main
competitive strategy between kfc and domino’s. and 31% of respondents thinks
delivery segment and 28% of respondents thinks supply chain managements and
remaining 16% respondents on others.

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 CONCLUSION

Overall, the survey finding suggest that consumer’s preference towards KFC and Domino’s
are influenced by a combination of factor such as taste, convenience, pricing and brand loyalty.
While both brands offer unique value proposition to their customer’s understanding these
preferences and leveraging them effectively can enable them to better meet consumer
expectations and differentiate themselves in a competitive market.

While consumer appreciate the convenience and affordability of KFC, they are drawn to the
variety and taste provided by Domino’s. Understanding local preference and preference can
play a crucial role in developing successful marketing strategies tailored to the specific needs
of consumers in Dimapur.

Adapting to consumer preference and offering diverse options can help these brands attract a
wider audience and increase their presence in the market. Continued research and data analysis
are essential to identify and target the changing preference of consumer in Dimapur, ultimately
maintaining a loyal customer base and thriving in the competitive market.

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 SUGGESTIONS

1. There should be more of a new variety of Kfc and Domino’s on the menu to
attract consumer.
2. They should maintain consistency in tasty and quality of products.
3. There should be more varieties of food items on the menu so that consumer
should have all the things in one place.
4. It is suggested that both the houses (kfc and domino’s) should concentrate on
the area of ambience and locational strategy.

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 BIBLIOGRAPHY

➢ Drewnowski, A., & Specter, S. E. (2014). Poverty and obesity: the role of energy
density and energy costs. The American journal of clinical nutrition, 79(1), 6-16.

➢ Goyal, A., & Singh, N. P. (2007). Consumer perception about fast food in India: an
exploratory study. British Food Journal, 109(2), 182-195.

➢ Nondzor, H. E., & Tawiah, Y. S. (2015). Consumer perception and preference for fast
food: A study of tertiary students in Ghana. Science Journal of Business and
Management, 3(1), 43-49.

➢ Nichani M (2005), Urbanites in India Junk Health, Turn Fast Foodies”, The Economic
Times, January 12, India.

➢ Prabhavathi, Y., Kishore, N. K., & Kumar, M. R. (2014). Consumer Preference and
Spending Pattern in Indian Fast Food industry, International Journal of Scientific and
Research Publications, 4(2).

➢ Spence, C., Levitan, C. A., Shankar, M. U., & Zampini, M. (2010). Does food colour
influence taste and flavor perception in humans? Chemosensory Perception, 3(1), 68-
84.

➢ Tiwari, P., & Verma, H. (2008). Consumer Perception about Fast Food in India: An
Empirical Study of Dehradun City. ICFAI Journal of Consumer Behavior, 3(4).

➢ Thakkar, K., & Thatte, R. M. (2014). Consumer perceptions of food franchise: A study
of McDonalds and KFC. International Journal of Scientific and Research Publications,
4(3), 1-5.

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 WEBSITES

➢ www.euromonitor.com/fast-food. Accessed on 24/10/2017.

➢ www.franchisehelp.com/industry-reports/fast-food-industry-analysis. Accessed on
24/10/2017.
➢ www.ibef.org/industry/indian-food-industry.aspx. Accessed on 24/10/2017.
➢ https://online.kfc.co.in/
➢ https://pizzaonline.dominos.co.in/

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 QUESTIONNAIRE
1. Gender:
A. Female
B. Male

2.Age group:
A. 18-24
B. 25-35
C. 35-50
D. 51 above

3. Do you consume fast food?

A. Yes
B. No

4. How frequently do you visit fast-food restaurants like KFC and Domino’s?
A. Once a week
B. 2-3 times a week
C. Once a month
D. Rarely
E. Never

5.What are the main factors that influence your choice between KFC and domino’s?
A. Taste of food
B. Price
C. Variety of menu options
D. Location of the restaurant
E. Quality of service

6 When choosing a fast food between KFC and domino’s option, what factors are more
important to you?
A. Price
B. Quality
C. Taste
D. Brand reputation

7. How would you rate the quality of our product?

A. Satisfied
B. Dissatisfied
C. Both

8.Which brand provide more variety /option in menu KFC and DOMINO’S?

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 A. Kfc
B. Domino’s
C. Other

9.which market share and major Players between KFC and DOMINO’S?
A. Kfc
B. Domio’s
C. Both

10.what is the competitive strategy between KFC and Domino’s?

A. Fortressing strategy
B. Delivery segment
C. Supply chain management
D. others

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