Presentation on

“ CUSTOMER PERCEPTION “
Towards
“ KFC ”

Under The Supervision of: Presented by :

Prof Hanif Shahzed Taweel Aslam
Muhammad Umer Khan
 KFC
KFC
 Historical background….

•KFC(Kentucky Fried Chicken):

• Founded in 1930
• By Colonel Harland Sanders in Kentucky
• Franchises restuarant
• A brand of Yum! Brands (original
PepsiCo)
To sell food in a fast, friendly
environment that appeals to pride conscious, health
minded consumers.
 MARKET SEGMENTATION

Geographic segmentation

Demographic segmentation

Psychographic
segmentation
• For a product to occupy a clear, distinctive and desirable place relative to
“Competing products in the minds of target consumer.”

• In KFC feedback is taken from the customer in order to know the

customer demands and then improvements are made in products.

• KFC focuses on pure and fresh food in order to create a distinct and clear
position in the minds of customers KFC has a strong brand name and they
are leading the market in fried chicken.
 KFC’S Key Success Factors
KFC’s:

Location/Number
of Outlets
 Extensive Menu
 Price
 Service/Ambience
 Taste

Threshold Factors:
 Operations
 Quality Standards
 Recommendations for KFC

For KFC:

 Improve the quality of food

 Increase the restaurant numbers
 CONCLUSION

 Youngsters and childrens are more interested to visit KFC .

 Most of the people firstly tried low price product just to have the experience.

 The survey done shows that KFC is among the most preferred place to have
Non-veg food.

 The pricing strategy followed by KFC is little expensive as compared to its

nearest competitor McDonald’s but customers are willing to pay because of
Quality and ambience offered by KFC.
Thank You !