A SUMMER TRAINING REPORT

ON
“ Customer Satisfaction”
Submitted in partial fulfillment of the requirement of the Degree of
(BBA) Bachelor of Business Administration
to

J.C. BOSE UNIVERSITY OF SCIENCE AND TECHNOLOGY YMCA,

FARIDABAD
By

RENU
ROLL NO. BBA\GEN\038 (Batch: 2021-24)
Under the supervision of
DR. MUNISH ASSOCIATE PROFESSOR

DEPARTMENTOF MANAGEMENT STUDENTS

SATYUG DARSHAN INSTITUTE OF ENGINEERING & TECHNOLOGY
FARIDABAD DEC,2023
 PREFACE

The successful completion of this project was unique experience for me because by
visiting many places and interacting with various persons, I achieved much better
knowledge about marketing than if would had only studied from the books. The experience
which I gained during this project was essential at this turning point of my career. This project is
being submitted which contains detailed analysis of the research undertaken by me.
The research provides an opportunity to the viewer to devote his/her skills, knowledge and
competence required during the technical session. The research is on the topic “CUSTOMER
SATISFATION AT KFC.”
 ACKNOWLEDGEMENT

This project is a fruitful result of cooperative guidance with highest degree of support.

I am very much obliged to my parents whose trust and expectation from me gave me the self-
reliance to work remarkably.

I express my deep sense of gratitude to my guide Dr. Munish Nagar [Faculty Guide]
and faculties of S.D.I.E.T, Faridabad. His immense knowledge about the subject was a great
source of inspiration to me, and it incurred in me the feeling that I am in safe hands.

I also express my great thank to all those who directly or indirectly contributed to the successful
completion of my project.

[RENU]
 DECLARATION

The is titled “Training Report on CUSTOMER SATISFACTION AT KFC” is conducted under the
guidance of Dr. Munish Nagar [Faculty Guide] of S.D.I.E.T., Faridabad.

This work is conducted in partial fulfillment of Bachelor of Business Administration from S.D.I.E.T,
Faridabad. I also declare that no chapter of this manuscript in whole or in part has been incorporated in
this report from any earlier work done by others or by me. However, extracts of any literature which has
been used for this report has been duly acknowledged providing details of such literature in the
references.
 CERTIFICATE

This is to certify that this training report entitled by Student Name, submitted in partial
fulfilment of the requirement for the Degree of Bachelor of Business Administration in
under Department of Management Studies of Satyug Darshan Institute of Engineering &
Technology, Faridabad, during the academic year 2021-24, is a bonafide record of work
carried out under my guidance and supervision.

I further declare that to the best of my knowledge, the thesis does not contain any
part of any work which has been submitted for the award of any degree either in
this university or in any other university.

Dr. Munish

Associate Professor Internal Faculty Guide

Department of Management Studies, SDIET,

FBD.
 To,
Miss. Renu Sharma
Date: 20-July-2023

Subject: Internship Certificate

Dear Renu Sharma,

This is to certify that you have successfully completed your

internship with goGlocal as a Sales Intern. You
were an activemember of our Sales team in the
International E-Commerce

domain from 1th June 2022 to 20th July 2023. During your
internship, you displayed dedication, punctuality, and
a diligent work ethic. Your contributions to the projects
and tasks assignedwere greatly appreciated.

We congratulate you on the successful completion of your

internship and wish you all the best in your future
endeavors.Best Regards,

Madhushree Karn
HR Manager
goGlocal Pvt.Ltd.
www. goGlocal. Live
ACKNOWLEDGEMENT

I would like to express my sincere gratitude to my Industry Supervisor & Internal

Faculty Guide Names of both for giving me the opportunity to work in this area. It
would never be possible for me to take this thesis to this level without his/her innovative
ideas and his/her relentless support and encouragement.

I am willing to express my thanks to all the respondents who gave their valuable
opinionon the topic.

I hereby express my gratitude to my parents & friends for being a strong source of encouragement
and motivation.

RENU
 Table of Content

CHAPTER NO. CONTEXT PAGE

NO.
1 INTRODUCTION 6-10

2 REVIEW OF LITERATURE 11-15

3 COMPANY PROFILE 16-28

4 RESEARCH METHOELOGY 29-33

5 DATA ANALYSIS AND 34-61

INTERPRITATION

6 CONCLUSTION AND 62-65

RECOMANDATION

ANNEXURE 66-72
BIBLIOGRAPHY
QUESTIONNAIR
 CHAPTER- 1
INTRODUCTION
1. BRIEF OVERVIEW OF STUDY

CUSTOMER
A customer is the recipient of a good, service, product or idea, obtained from a seller, vendor or
supplier for a monetary or other valuable consideration. In the world of customer service
customers are categorized more often into two classes:

 An internal customer
 An external customer

The external customer is the ultimate consumer of the company's goods or services, but the
internal customer only facilitates the delivery to the external customer. The internal customer can
be a co-worker within the company, such as a worker in a different department. An internal
customer can be part of an external organization that is intimately linked in with the company by
providing services such as delivery of the goods to the external customer.

Ultimately, an external customer has the option of taking his needs to another company if he is
unsatisfied with the present one, but an internal customer is likely to have a binding contract to
the company.

WHAT IS CUSTOMER SATISFACTION?

Customer satisfaction measures how well the expectations of a customer concerning a product or
service provided by your company have been met.
Customer satisfaction is an abstract concept and involves such factors as the quality of the
product, the quality of the service provided, the atmosphere of the location where the product or
service is purchased, and the price of the product or service. Businesses often use customer
satisfaction surveys to gauge customer satisfaction. These surveys are used to gather information
about customer satisfaction.
Typical areas addressed in the surveys include:

Quality of product
Value of product relative to price - a function of quality and price
Time issues, such as product availability, availability of sales assistance, time waiting at
checkout, and delivery time

 Atmosphere of store, such as cleanliness, organization, and shopping

enjoyable environment
 Service personnel issues, such as politeness, attentiveness, and helpfulness
 Convenience, such as location, parking, and hours of operation

IMPORTANCE OF CUSTOMER SATISFACTION

It’s a leading indicator of consumer repurchase intentions and loyalty

It’s a point of differentiation

It reduces customer churn

It increases customer lifetime value

It reduces negative word of mouth

It’s cheaper to retain customers than acquire new ones

 1. OBJECTIVES OF THE STUDY

 The main objective of the study is to find out the level of satisfaction among the internal

customers.
 To know the present status of the suppliers in terms of their supplied material & services.
 To collect and evaluate ideas/views and expectations of the internal customers for
the improvement in suppliers performance.

 To make company's internal suppliers aware about the dissatisfaction part of their
customers.
 To find out the most prominent area of dissatisfaction.
 To enhanced the communication & co-operation between the internal suppliers and their

customers.

2. SCOPE AND SIGNIFICANCE OF THE STUDY

The current study focuses on consumer behaviour, attitude, perception and satisfaction towards
fast food restaurants.

This study begins with detailed information about the Fast Food industry. Further this
study covers the related Literature review. Also the data collection tools and the research
methodology used for this study have been mentioned. Data collected has been analysed to
research a proper conclusion in this study. The study is useful for the better understanding of
consumer behaviour towards Fast Food Restaurants. A special case of KFC (Kentucky Fried
Chicken) restaurant has been considered for the study.

For the purpose of the study, a questionnaire was designed based on different parameters
to judge and understand the consumer behaviour towards fast food restaurants specially KFC. As
the market survey has been done in KFC, the target group of the project was mainly
KFC’s customers.
As this study is confined to KFC’s it covers an analysis of consumer behaviour, attitude,
perceptions and satisfaction with respect to KFC’s as a BRAND in Fast Food Industry. The study
takes into account the customers visiting KFC’s in Delhi.

3. LIMITATIONS OF THE STUDY

As no person is perfect in this world, in the same way no study can be considered as fully
reliable at one glance there are a number of uncontrollable factors acting as limitations in
conducting the study.

Some of such limitations encountered by me in our study are:-

 Non - availability of secondary data compelled me to start from the very

minute information.

 Respondents in some department gave biased responses for fear of their position in
the company. This may have influenced the results.

 Some people at top level were afraid and showed complete reluctance to
give responses to some questions.
CHAPTER- 2
REVIEW OF
LITERATURE
2.1 PAST, PRESENT AND FUTURE TRENDS FOOD INDUSTRY
Fast food is the term given to food that can be prepared and served very quickly. While
any meal with low preparation time can be considered to be fast food, typically the term refers to
food sold in a restaurant or store with low quality preparation and served to the customer in a
packaged form for take-out/take-away. Outlets may be stands or kiosks, which may provide no
shelter or seating, or fast food restaurants (also known as quick service restaurants).

Franchise operations which are part of restaurant chains have standardized foodstuffs shipped to
each restaurant from central locations. The capital requirements involved in opening up a
fast food restaurant are relatively low. Restaurants with much higher sit-in ratios, where
customers tend to sit and have their orders brought to them in a seemingly more upscale
atmosphere may be known in some areas as fast casual restaurants.

HISTORY

The concept of ready-cooked food for sale is closely connected with urban development.
In Ancient Rome cities had street stands that sold bread and wine. A fixture of East Asian cities
is the noodle shop. Flatbread and falafel are today ubiquitous in the Middle East. Popular Indian
fast food dishes include vadapav, panipuri and dahivada. In the French-speaking nations of West
Africa, roadside stands in and around the larger cities continue to sell—as they have done for
generations—a range of ready-to-eat, char grilled meat sticks known locally as brochettes.

THE BEGINNING OF FAST FOOD CULTURE

The concept of fast food pops up during 1920s.The 1950s first witnessed their
rapid proliferation. Several factors that contributed to this explosive growth in 50’s were:

(1)America’s love affair with the automobiles.

(2)The construction of a major new highway system.

(3) The development of sub-urban communities.

(4) The baby boom subsequent to world war second.

“Fast-food chains initially catered to automobile owners in suburbs.

Fast food outlets are take-away or take-out providers, often with a "drive-through" service
which allows customers to order and pick up food from their cars; but most also have a
seating area in which customers can eat the food on the premises. People eat there more than
five times a week and often, one or more of those five times is at a fast food
restaurant. Nearly from its inception, fast food has been designed to be eaten "on the go",
often does not require traditional cutlery, and is eaten as a finger food. Common menu items
at fast food outlets include fish and chips, sandwiches, patties, hamburgers, fried chicken,
French fries, chicken nuggets, tacos, pizza, hot dogs, and ice cream, although many fast
food restaurants offer "slower" foods like chili, mashed potatoes, and salads.

VARIANTS

Although fast food often brings to mind traditional American fast food such as hamburgers and
fries, there are many other forms of fast food that enjoy widespread popularity in the
West. Chinese takeaways/takeout restaurants are particularly popular. They normally
offer a wide variety of Asian food which has normally been fried. Most options are some
form of noodles, rice, or meat. Momos and Sushi has seen rapidly rising popularity in recent
times. A form of fast food created in Japan. Pizza is a common fast food category in the
United States, with chains such as Domino's Pizza, Pizza Hut etc. Menus are more
limited and standardized than in traditional pizzerias, and pizza delivery, often with a time
commitment, is offered. Fish and chip shops are a form of fast food popular in the United
Kingdom, Australia and New Zealand. Fish is battered and then deep fried. The Dutch have
their own types of fast food. A Dutch fast food meal often consists of a portion of French
fries.

2. MAJOR PLAYERS AND THEIR RESPECTIVE MARKET SHARE

 BIKANERVALA
Bikanervala is an Indian sweet shop plus restaurant where people find the pleasure of Traditional
Indian Sweets, Namkeens& pure vegetarian multi cuisines. Bikanervala not only in India
but also across the world such as UAE, Nepal, New Zealand, Singapore & United Kingdom, etc.,
gained very much popularity for maintaining the Indian taste into the modern class through its
eateries.

Bikano:Bikano an International brand of Bikanervala that contains sweets, namkeens,

snacks, papads, sharbat’s, etc.

KALEVA

Kaleva has its wide distribution network in domestic market and has been catering to the leading
five star deluxe hotels having international tie ups including - Ashoka Hotel, Maurya Sheraton,
Taj group and others for last 15 years. It has even served several head of states and the Indian
Prime Minister at official banquets many times. Presently, Export Network is spread in
neighboring countries. But it is keen on expanding its Export Network especially in the Middle
East, Europe and the America

NATHU’S SWEETS

Bengali Market is among the oldest and most popular markets in New Delhi. Today, it is
famous for its Indian street, and shops selling sweetmeats, such as Nattu’s Sweets and Bengali
Sweet House. Nathu Sweets enjoys a distinct reputation for manufacturing premium
quality North Indian and Bengali Sweets. They are the innovators for changing the concept of
traditional manufacturing & marketing of sweets and namkeens keeping the natural color & taste.

International Players

Not only in India, Traditional street food is available all around the world, usually from local as
well as in International markets. Commonly, they include fast food like Ham-burger,
French fries, hot dogs, pizzas and so on.

Following are some International market ruling over the world as well as Indian tradition:

MC DONALD’S
The McDonald's 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 restaurant 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. In 2013, McDonald's Corporation
had annual revenues of $27.5 billion, market share in India 14.20% and profits of $5.5 billion.

KFC(Kentucky Fried Chicken)

KFC (the name was originally an initials for Kentucky Fried Chicken) is a fast food
restaurant chain that specializes in fried chicken and is headquartered in Louisville, Kentucky, in
the United States. It is the world's second largest restaurant chain (as measured by sales)
after McDonald's, with 18,875 outlets in 118 countries and territories as of December 2013. KFC
India has 12.6% market share in 2013. KFC was one of the first fast food chains to
expand internationally, opening outlets in the United Kingdom, Mexico, and Jamaica by the mid-
1960s. Throughout the 1970s and 1980s, KFC experienced mixed fortunes domestically, as
it went through a series of changes in corporate ownership with little or no experience in the
restaurant business.

SUBWAY

Subway is an American fast food restaurant franchise that primarily sells submarine
sandwiches (subs) and salads. It is owned and operated by Doctor's Associates, Inc.
Subway is one of the fastest growing franchises in the world, with 42,673 restaurants in 108
countries and territories as of September 13, 2014. It is the largest single-brand restaurant chain
and the largest restaurant operator globally.

Subway's international headquarters is in Milford, Connecticut; five regional centers

support Subway's international operations. The regional offices for European franchises are
located in Amsterdam, Netherlands; the Australia and New Zealand locations are
supported from Brisbane, Australia; the Asian locations are supported from offices located
in Beirut, Lebanon, and Singapore; and the Latin America support centre is in Miami, Florida.
CHAPTER- 3
COMPANY
PROFILE
3.1 HISTORY
Kentucky Fried Chicken, usually known as KFC, is a chain of fast food restaurants
based in Louisville, Kentucky. KFC was a wholly owned subsidiary of Tricon from 1997-2002,
and has been a wholly owned subsidiary of Yum! Brands since 2002. The company was
founded as Kentucky Fried Chicken by Colonel Harland Sander’s in1952, though the idea of
KFC's fried chicken actually goes back to 1930. The company adopted the abbreviated
form of its name, KFC in 1991. 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
& Cafe" 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 time comparable to that of deep frying.
In 1940 Sanders devised what came to be known as his Original Recipe.
The Sanders Court & Café 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 travelled the U.S. to sell his chicken to restaurant owners. Sanders entered into
franchise agreements paying him five cents for each piece of chicken sold. The first to take him
up on the offer was Harmening South Salt Lake, Utah together; they opened the first "Kentucky
Fried Chicken" outlet in1952.

By the early 1960s Kentucky Fried Chicken was sold in over 600 franchise doublets in both the
United States and Canada. One of the longest-lived 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.

Since that time, the chain has been sold three more times, most recently to PepsiCo, which made it
part of its Tricon division, which in turn was spun off in 1997, and has now been
renamed toYum! 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, Lee’s. The original handwritten recipe, along with vials
containing samples of each of 11 herbs and spices, is kept locked away at the KFC corporate
headquarters in Louisville, Kentucky. Only 2 executives have access to it and to maintain
security, the company uses multiple suppliers each providing only a portion of the final
ingredients.

1930

Harland Sanders started his business in a small front room of a gas station in Corbin, Kentucky.
The motel/restaurant name is The Sanders Court & Café.

1939

A fire destroys The Sanders Court & Cafe But it was rebuilt and then reoperation again. The

pressure cooker is introduced. So Colonel Sanders able to fried chicken faster.

1940
Original Secret Recipe of Kentucky Chicken was born.

1952

The Colonel begins to expand his chicken business by traveling from town to town.

The Colonel awards Pete Harman of Salt Lake City with the first KFC franchise. A handshake
agreement stipulates a payment of a nickel to Sanders for each chicken sold.

1955

Sanders sell the service station that he receives his first social security check for $105. After paid
all the debts owed, he is virtually broke, bankrupt. He decides to sell his Secret Recipe
to restaurants.

1957

Kentucky Fried Chicken first sold their chicken in buckets.

1960

There have total 190 KFC franchisees and 400 franchise units in the U.S. and Canada.

1964

Kentucky Fried Chicken has more than 600 franchised outlets in the United States, Canada. The
first overseas outlet located in England. Sanders sell his interest in the U.S. company for
$2 million to a group of investors headed by John Y. Brown Jr., so KFC now cooperation.

1966

The Kentucky Fried Chicken Corporation goes public.

1969

The Kentucky Fried Chicken Corporation is listed on the New York Stock Exchange.

1971

More than 3,500 franchised and company-owned restaurants exist in worldwide when Heublein
Inc. acquires KFC Corporation.
1976

An independent survey ranks the Colonel as the world's second most recognizable celebrity.

1980

Colonel Harland Sanders died. Flags on all Kentucky state buildings fly at half-staff for
four days.

1982

Kentucky Fried Chicken becomes a subsidiary of R.J. Reynolds Industries, Inc. (now RJR
Nabisco, Inc.) when Heublein, Inc. is acquired by Reynolds.

2002

Tricon Global Restaurants, Inc., the world's largest restaurant company, changes its
corporate name to YUM! Brands, Inc.

2006

More than a billion of the Colonel's "finger lick in' good" chicken dinners are served annually in
more than 80 countries and territories around the world.

2007

KFC introduces a new recipe that keeps the Colonel's 11 herbs and spices and finger-lick
in' flavour, but contains Zero Grams of Trans Fat per serving thanks to new cooking oil.

2008

KFC change it icon. KFC replaces Sanders classic white, double-breasted suit with a red apron.

2009

Kentucky Grilled Chicken has less calories, fat and sodium than KFC Original Recipe.

2010
KFC launches the Double Down, the most talked-about product in the brand’s history. Buckets
for the Cure program raise a record $4.2 million for Susan G. Komen for the Cure.
KFC’s reusable side container honored with Greener Package Award.
KFC awards $20,000 Colonel’s Scholars scholarship based on a single Tweet from a high school
senior.

2011
KFC opens eco-friendly restaurant in Indianapolis.
Aaron Person named the brands first-ever Chief Chicken Officer.
New Kentucky Grilled Chicken launched, featuring new, 20 percent larger white meat
breast pieces.
ColonelSanders.com is launched
Previously unpublished “food biography” from Colonel Sanders is discovered.
2012
As of December 2012, KFC has about 18000 outlets in over 120 countries all over the world –
even Denmark. It is one of the most popular fast food joints both locally and abroad. The main
specialty that has made KFC the success that it is today is fried chicken.
2013
KFC sales in January 2013 were down 41 percent against the previous year. To counter sluggish
sales, the menu was revamped in 2014
2014
In July 2014, the authorities closed down the Shanghai operations of the OSI Group,
amidst allegations that it had supplied KFC with expired meat. Terminated its contract with the
supplier, and stated that the revelation had led to a "significant [and] negative" decline in sales.

2. VISION, MISSION AND OBJECTIVES OF THE COMPANY

VISION
 KFC Vision is "To be the leading integrated food services group in the ASEAN region
delivering consistent quality products and excellent customer-focused service .

MISSION
To maximise profitability, improve shareholder value and deliver sustainable growth year after
year.
  “To be the leader in western style quick service restaurants through friendly service, good
quality food and clean atmosphere”.

OBJECTIVES OF THE COMPANY

The Kentucky Fried Chicken (KFC) company has lots of business objectives.

To increase its percentage share of the fast-food market.

To improve profit margins year-on-year to fund the growth of the company.

To return profit on investments to owners and franchisees.

3.3 ORGANISATIONAL STRUCTURE / MANAGEMENT HIERARCHY
3.4 PRODUCTS AND SERVICES OFFERED

CURRENT PRODUCTS

 BURGERS
Cheesy Crunch Burger Chicken
Zinger
Paneer Zinger
Chicken Rocking’ Burger* OMG
Burger!!
Chicken Snicker
 WOW
OMG Burger* OMG Roller*
Chicken Sneaker* Potato Crisper
Cold Coffee
KFC Crushers Lime Soda Hot
Wings
Brownie Blast Alphonso Burst
Strawberry Storm

 SNACKS
Hash Brown with Dip Hot Wings
Popcorn Chicken Boneless Strips
Large, Medium, Regular Fries
 TOASTED WRAPS
Cheesy Crunch Wrap

 BOX MEAL
KFC Rock Box Chicken

 CHICKEN
2/4 Pc Hot and Crispy 2/4 Pc Fiery
Grilled

 SHARE A BUCKET 8/12 Pc

Hot and Crispy 8/12 Pc Fiery
Grilled Mingles Bucket

 RICE BOWLZ
Krispy Potato Rice Bowls Veg*
Popcorn Chicken Rice Bowls
Fiery Grilled Rice Bowls

 DESSERTS Brownie Sundae

Soft Serve

 KRUSHERS Virgin Mojito

ChocoLash Alphonso Burst
Strawberry Storm Choco peanut Bolt
Brownie blast
KFC 7up lime soda Kold coffee
SERVICES
KFC offered free home delivery service at specific branches in specifics cities. They take
at 30 min for delivery and the minimum delivery order should Rs.250 distance up to
5km.They also provided services to celebrate the birthdays of kids at their home or
inKFC restaurants. Now recently KFC also provide services of mobile unit of KFC.

3.5 MARKETING STRATEGIES FOR CUSTOMER SATISFACTION

There are different strategies adopted by KFC for different events. They market their products on
different events and in different activities as they are helping SOS village. The management of
KFC is using multi market strategy for their products. It covers segments including
children, family, teen and young adults and budgets customer. Every segment has its own
marketing mix. Their purpose is to try to target every possible customer segment to
increase and maintain revenue for the firm.

KFC is practising strong commitment in order to increase profits and market share.
Stronger bond will build employees in KFC and thus increase the cooperativeness of
staff. Strong commitments encourage them to compete other rivalry such as McDonald. The
marketing mix of KFC discusses the strength of KFC through its 4P’s.

1. PRODUCT
Anything that can be offered to a market to satisfy a want or need. KFC’s specialty is fried
chicken served in various forms. KFC’s primary product is pressure-fried pieces of chicken
made with the original recipe. The other chicken offering, extra crispy, is made using a garlic
marinade and double dipping the chicken in flour before deep frying in a standard industrial
kitchen type
machine. The main products of KFC still are fried chicken but KFC tried to development new
products for suitability with modern situation; the menu for health. Moreover, new menu of
KFC will emphasize the taste and health.
2.PRICE
KFC follows both optional pricing and mixed bundling pricing. A consumer can buy dishes
from the basic menu and go for add-ons (Optional pricing) and there are combo offers which
comprise a mix of items. The pricing of products ranges approximately from Rs.25 to Rs.675
KFC has variety of options in each category, for e.g.: In Bucket, there are menus with 8pcs,
12pcs and also 12pcs variety bucket (Hot & Crispy Original Recipe and Chicken Strips).
3.PROMOTION
Promotion is one of the necessary plates in any form of business or in other words you can
say that promotion is the key of success. If you promote your product at the right time.KFC
does promotional activities by offering add-ons to the existing menu, gift coupons, T-shirts,
Kids meal etc. KFC promotes its products through LCD displays kept inside its outlets which
promotes their products and kindles desires among consumer. India being the country with
largest youth population has favoured the growth of KFC and it has become the
fastest growing fast food chain in India pushing aside McDonalds’ and Pizza Hut.
4.PLACE
KFC initially opened its outlets in metros and Tier I cities, now it has gradually moved to
Tier II cities where the buying power is one the rise due to rapid urbanization. KFC has its
outlets in all major cities and has overtaken Pizza Hut in Quick service restaurants. By the
year 2015, KFC is expected to have 500 outlets in India.
3.6 FUTURE PLANS

We listen the voice of the customer and because they looking for more choices and variety in the
food we serve, we continue to expand our menu choices in all of our restaurants. As we expand
our menus, improving nutritional values while maintaining the great taste of our food is
also important to us. Balanced choice offerings, eliminating trans fats, reducing sodium and
lowering calories and fats are some of our key areas of focus. We also strive to be transparent
about the ingredients and nutrient values in our food.
CHAPTER- 4
RESEARCH
METHODOLO
GY
4.1 UNIVERSE
All items if any field of enquiry constitute a ‘Universe’ or ‘Population’. A complete enumeration
of all items in the population is known as a census enquiry. The universe selected for the study
was customers availing different services of KFC in Delhi region.

4.2 SAMPLE SIZE AND SAMPLING TECHNIQUE

The number of items selected from the universe to represent the universe is called size of the
sample. It was not feasible to cover all the customers going to fast food restaurants or visiting
KFC. For the purpose of this study, a sample of 75 was taken out of which 50 samples were
correctly filled. The remaining 25 were rejected due to non-response or incomplete information.
Another reason for rejection was that the respondents did not visit any Fast Food
Restaurant/KFC’s. The sampling technique used for the study is convenience sampling.

3. DATA COLLECTION (PRIMARY AND SECONDARY)

For the study, both primary and secondary data were collected. For primary data, a questionnaire
was developed and administered to the respondents who are customers of KFC in Delhi by way
of interview method. For secondary data, existing literature in the form of magazines,
papers, company literature, books, web sources were consulted.

4. PRESENTATION TOOLS USED

The data has been presented by way of pie charts, tables and bar graphs. These have been
specifically used to present the data collected from respondents through questionnaire.
 4.5Research Method

Research Problem

A researcher experiences some difficulty either in a theoretical and practical situation and wants to
obtain a solution.

Major components of a research

problem:

If someone goes for a research then there should be a problem for which he go and solved it. The problem

should be helpful for achievement of objective.

There are alternative means to achieve objectives, and the researcher must know about the
favorable and unfavorable means of the objective.

There is a doubt in the mind of the researcher, so that researcher can achieve his objective.

The environment should be problem pertaining so that he can found the problem and for solving it he can
do research.

Research:

“Research is a systematized effort to gain new knowledge.” It is a systematic study consisting

of a problem formulating a hypothesis collecting the facts and data, analyzing the facts and reaching
for certain conclusions, which can be in the form of either solution towards a problem.

1.RESEARCH DESIGN:--

A research design is the arrangement of conditions for collection and analysis of data in a manner that aims
to combine relevance to the research purpose with economy in procedure. The research design used in my
study is basically descriptive in nature.
i)
Descriptive research: -- the research design in my study is descriptive. Its studies are concern with
describing the characteristics of a particular group or individual. Studies concerned with
specific prediction with narration of facts and characteristics

Concerning individual, group or situations are examples of descriptive research .it is also known as
social research.

2. SAMPLE DESIGN:

A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique
or the procedure the researcher would adopt in selecting items for the sample i.e. the size of the
sample. Stratified sample method is adopted to select the sample.

3. SAMPLE UNIT:

Sample is made on the basis of the stratified sampling, in this type of sampling simple random and sub
sample are drawn from different data which are equal o some characteristics . the first step in
stratified sampling choosing a strata on the basis of existing information.

4. SAMPLE SIZE:

Hundred

5 GEOGRAPHICAL AREA:

Plant-1, plant2, plant-3.

 SOURCES OF DATA COLLECTION :--

The study made in use of both primary and secondary sources.

 PRIMARY DATA COLLECTION: -- the survey has been undertaken on the lines of interaction
with employees of different plants and managers of the company with the help of structured questionnaires.

 SECONDARY DATA COLLECTION:-- secondary data have been collected from various sources involving
induction manual, internet etc that were of considerable help to me,

ANALYSIS OF DATA:

The data after collection has to be processed and analyzed with the outline laid for the purpose at the time
of developing the research plan. This is essential for a scientific study and for insuring that we have all
relevant data for making contemplated comparison and analysis.

Technically speaking processing implies editing, coding, classification and tabulation of collection data
so that they are amenable to analysis.

The term analysis refer to the computation of certain measures along with searching for patterns of
relationship that exist among data groups. To analyze the data percentage, pie charts, graphs etc are
used.
 CHAPTER-5
DATA ANALYSIS
AND
INTERPRETATION
S
5.1 GENERAL FINDINGS

Top Ten Global Franchise Ranking

1 SUBWAY
United States of Sandwich & Bagel
America Franchises
2 McDonald's United States of America Fast Food Franchises

3 KFC United States of America Chicken Franchises

4 Burger King United States of America Fast Food Franchises

5 7 Eleven United States of America Convenience Store Franchises

6 Pizza Hut United States of America Pizza Franchises

7 GNC Live well United States of America

Wellness Products and Services

8 United States of America Hotel Franchises

Wyndham Hotel
Group
9 Dunkin' Donuts United States of America Bakery & Donut Franchises

10 DIA Spain Convenience Store Franchises

Global Ranking considering only Chicken Segment

Company’s Name Segment Rank

2011 U.S System vide
Sales(Thousands)

KFC 1 $4500.00

Chick-fil-A 2 $4051.00
Popeye’s Louisiana Kitchen 3 $1720.00

Church’s Chicken 4 $864.30

Zaxby’s 5 $840.00

Bojangle’s 6 $767.40
El Pollo Loco 7 $545.00

Bosten Market 8 $532.00

Ranking by percentage of items that met all three nutrition
criteria

Ranking Restaurant item Total % Met

Menu
category Number all of
Items criteria
1 Wendy’s Lunch/Dinner sides 14 43%

2 McDonald’s Lunch/Dinner sides 6 33%

3 KFC Lunch/Dinner sides 29 28%

4 Taco Bell main 76 24%

Lunch/Dinner
dishes
5 Dunkin’ Donuts main 9 22%
Lunch/Dinner
dishes
6 Dairy Queen Lunch/Dinner sides 5 20%

7 McDonald’s Snack foods 21 14%

8 Burger King Lunch/Dinner sides 11 9%

9 Subway Lunch/Dinner sides 23 9%

10 Starbucks Breakfast 12 8%

5.2 FINDINGS BASED ON QUESTIONNAIRE

Demographic profile of Respondents
1. Age Group of Respondents

Age (Years) No. of Respondents Percentage

Below18 20 25.00

19-25 28 35.00
26-35 17 21.25

35-50 12 15.00

Above 50 03 03.75

Total 80 100

Table 5.1

P
100

%
ercentage
50% 25 35 21.25 15 3.75

0%
Below18 19-25 26-35 35-50 Above
50
Percentage

Figure 5.1
INTERPRETATION
The above figure shows that 35 % of the respondents belong to the age group 19-25 followed by
25% belonging to below 18, which is followed by 21.25% and 15%respectively under the age
group of 26-35 and 35-50 which is again followed by 3.75% of above 50 age group.
2. Gender of the Respondents
Gender No. of Respondents Percentage
Male 48 60

Female 32 40

Total 80 100

Table 5.2

Percentage
Percentage

70

60

50

40

30 60

20 40

10

0
Male Female

Figure 5.2

INTERPRETATION
The above figure shows 60% of the
respondents were Males and 40% were Females.
3. Marital Status of Respondents
Marital Status No. of Respondents Percentage
Unmarried 52 65
Married 28 35

Total 80 100

Table 5.3

Percentag
e
70 Percentage
60

50

40

30 65

20
35
10

0
Unmarried Married

Figure 5.3

INTERPRETATION
This Figure shows that 65% of the
respondents were male and 35% Females.

4. Educational
Qualification of the Respondents
 No. of Respondents Percentage
Educational
Qualification
Schooling 22 27.5

Graduate 28 35

Post Graduate 24 30

Others 06 7.5

Total 80 100

Table 5.4

Percentag
e
40 Percentage
35
30
25
20
35
15 27.5 3
10 0
5 7.5
0
Schooling Graduate Post Graduate Others

Figure 5.4
INTERPRETATION
This Figure shows that 27.50% of the respondents were school going, whereas
35% were Graduates, followed by 30.00% of Post Graduates and 7.50% of
others.

5. Occupation of Respondents
Occupation No. of Respondents Percentage
Business 28 35.00

Service 26 32.50

Students 22 27.50

Others 04 05.00

Total 80 100
Ta
ble 5.5

Percentag
e
40 Percentage
35
30
25
20
35 32.5
15 27.5
10
5
5
0
Business Service Students Others

Figure 5.5

INTERPRETATION
This Figure shows that 35.00% of the Respondents
are Businessman followed by 32.50% of the respondents are Servicemen, 27.50% are Students
and 5.00% others.
6. Monthly Income of the Respondents

Monthly Income No. of Respondents Percentage

Below 25,000 06 07.50
25,001 to 50,000 14 17.50
50,001 to 1,00,000 28 35.00
Above 1,00,000 32 40.00

Total 80 100

Table 5.6

Percentag
e
45 Percentage
40
35
30
25
20 40
35
15
10 17.5
5 7.5
0
Below 25,000 25,001 to 50,000 50,001 to 1,00,000 Above 1,00,000

Figure 5.6

INTERPRETATION
This Figure shows that 7.50% of the respondents
were under the category of below 25,000 income followed by 17.5% of the respondents were
earning 25,000-50,001 ,35% of them were earning 50,001-1,00,000 and 40% of them were
earning above 1,00,000
General Questions relating to Dining at Restaurants

7. How often do you visit a Fast Food Restaurant?

Frequency No. of Respondents Percentage

Regularly 28 35.00
Sometimes 26 32.00
Rarely 22 28.00

Very Rarely 04 05.00

Total 80 100.00

Table 5.7

No. of respondents
Regularly Sometimes Rarely
Very Rarely

5%

28% 35%

32%

Figure 5.7
INTERPRETATION
Most of the Respondents visit Fast Food chains.
 8. What factors you keep in mind while going to a
restaurant?

Factors No. of Respondents Percentage

Reputation 22 27.50
Services Quality 28 35.00
Food Quality 18 22.50
Heard talks 12 15.00

Total 80 100.00

Table 5.8

No. of respondents
Reputation Services Quality Heard
Food Quality talks

15%
27%

23%

35%

Figure 5.8

INTERPRETATION
Now a days Respondents judge by
reputation and service quality of the restaurants.
 9. What part of your monthly income you spend in
restaurants?

Proportion of Income No. of Respondents Percentage

Less than 5% 22 27.50
5%-10% 26 32.50
11%-15% 24 30.00
More than 15% 8 10.00

Total 80 100

Table 5.9

No. of
respondents
Less than 5% 5%-10% 11%-15% More than
15%

10%

27%

30%

33%

Figure 5.9

INTERPRETATION
Most of respondents are
spending approx. 0-10% of their monthly income.
 10. How much do you spend at a time visiting food
joint?

Single Spending No. of Respondents Percentage

<200 15 18.75
200-500 26 32.75
501-1000 22 27.50
Above 1000 18 22.50

Total 80 100

Table 5.10

No. of resondents
<200 200-500 501-
1000 Above 1000

22% 19%

27% 32
%

Figure 5.10

INTERPRETATION
Most of respondents are spending approx. 500 rupees at a time visit.
 11. Your Favourite
cuisine?

Cuisine No. of Respondent Percentage

Western Junk 32 40
Chinese 24 30
South Indian 16 20
Other 8 10

Total 80 100

Table 5.11

No. of respondents
Western Junk Chinese South
Indian Other

10%

20% 40%

30
%

Figure 5.11

INTERPRETATION
Most of the respondents are selecting western junk
food and Chinese nodules as theirfavourite cuisine.
 12. Which fast food restaurant do you generally prefer
visiting?

Company No. of Respondents Percentage

KFC 24 30.00
McDonalds 26 32.50
Subway 12 15.00
Domino’s 18 22.50

Total 80 100

Table 5.12

No. of respondents
KFC Mc Donalds Subway Domino’s

23%
30%

15%

32%

Figure 5.12

INTERPRETATION
Most of the respondents are visiting McDonalds
because McDonalds has a brand identity in the minds of consumer as providing cost effective
products.
 13. What is the Frequency of your visit to
KFC?

Frequency No. of Respondents Percentage

Regularly 18 22.50
Sometimes 32 40.00
Rarely 22 27.50
Very Rarely 8 8.00

Total 80 100

Table 5.13

No. of respondents
Regularly Sometimes Rarely
Very Rarely

10%
22%

28%

40%

Figure 5.13

INTERPRETAT
ION
Most of the
Respondents regularly or sometimes visit the KFC.
 14. Your suitable timing for visiting
KFC?

Visiting Time No. of Respondents Percentage

Morning 6 07.50%
After Noon 20 25.00%
Evening 30 37.50%
Late Night 24 30.00%

Total 80 100.00%

Table 5.14

No. of respondents
Morning After Noon Evening Late Night

7%

30%
25%

38%

Figure 5.14

INTERPRETATION
Maximum respondents are visiting food joints in evening and late night.
15. Your preference for KFC is due
to?

Preference For No. of Respondents Percentage

Convenience 22 27.50
Pricing 26 32.50
Taste 28 35.00
Other 04 05.00

Total 80 100.00

Table 5.15

No. of respondents
Convenience Pricing Taste
Other

5%

27%
35%

33%

Figure 5.15

INTERPRETATION
Most of the respondents have preferred restaurants on
the basis of their provided food, taste and price.
 16. How did you find the Food Quality at
KFC?

Food Quality No. of Respondents Percentage

Excellent 36 45.00
Good 40 50.00
Not Good 4 05.00
Bad 0 00.00

Total 80 100.00

Table 5.16

No. of respondents
Convenience Pricing Taste Other

22

28

26

Figure 5.16

INTERPRETATION
Most of the Respondents were
satisfied with the Food Quality of the KFC.
 17.How did you find the taste of Food served at KFC?

Satisfaction No. of Respondents Percentage

Excellent 35 43.75
Satisfactory 20 25
Fair 22 27.5
Poor 3 3.75

Total 80 100

Table 5.17

No. of respondents
Excellent Satisfactory Fair Poor

4%

27%
44%

25%

Figure 5.17

INTERPRETATION
Most of the Respondents were satisfied with the taste of KFC.
 18.How did you find the Ambience of KFC?

Satisfaction Level No. of Respondents Percentage

Excellent 31 38.5
Good 42 53
Not Good 5 6.5
Bad 2 3

Total 80 100

Table 5.18

No. of respondents
Excellent Good Not Good Bad

3%

6%

38%

53%

Figure 5.18

INTERPRETATION
Most of the Respondents
were satisfied with the ambience of the KFC.
 19.How did you find the hospitality of the staff of KFC?

Satisfaction Level No. of Respondents Percentage

Excellent 32 39
Good 39 49
Not Good 7 9
Bad 2 3

Total 80 100

Table 5.19

No. of People
Excellent Good Not Good Bad

3%

9%

39%

49%

Figure 5.19

INTERPRETATION
Most of the Respondents were satisfied with the hospitality served at KFC.
20.Are you satisfied with the pricing of KFC?

Price Satisfaction No. of Respondents Percentage

Yes 72 90
No 8 10

Total 80 100

Table 5.20

No. of respondents
Yes No

10%

90%

Figure 5.20

INTERPRETATION
Now days most of restaurants are providing cost effective foods, so
mostlyrespondents are satisfied with its price.
 21. How did you rate hygiene Levels of the
KFC?

Hygiene Level No. of respondents Percentage

Excellent 40 50
Satisfactory 23 28.5
Fair 1 18.5
Poor 2 3

Total 80 100

Table 5.21

No. of respondents
Excellent Satisfactory Fair Poor

3%

18%

50%

29%

Figure 5.21

INTERPRETATION
Most of the Respondents find the hygiene
level to be excellent as well as satisfactory.
 22. Is the Promotional Activities of KFC eye-
popping?

No. of Respondents Percentage

Catchiness of
Promotional Activity
Yes 58 72
No 22 28

Total 80 100

Table 5.22

No. of respondents
Yes No

28%

72%

Figure 5.22

INTERPRETATION
Respondents find that they get caught with the advertisement of KFC.
 23. Is a KFC joint easily accessible/reachable from your
home?

Ease of Accessibility No. of Respondents Percentage

Yes 30 37
No 50 63

Total 80 100

Table 5.23

No. of respondents
Yes No

37%

63%

Figure 5.23

INTERPRETATION
Respondents find that the Restaurants are not Easily Accessible to them.
 24. What would be your recommendations to
KFC?

Recommendations No. of Respondents Percentage

Lower Prices 12 15
Enhance veg Menu 36 45
Home Delivery Services 30 38
None 2 2

Total 80 100

Table 5.24

No. of respondents
Lower Prices Enhance veg Menu Home None
Delivery Services
2%

15%

38%

45%

Figure 5.24

INTERPRETATION
Respondents find that KFC should enhance its
Vegetarian Menu and Introduce Home Delivery Services as well.
 CHAPTER-6
CONCLUSION AND
RECOMMENDATI-
ONS
6.1 CONCLUSION
Consumer’s behaviour is often studied because certain decisions are significantly affectedly their
behaviour or expected actions. For this reason consumer behaviour is said to be applied
discipline.

1.In a general sense, the most important reason for studying consumer behaviour is the
significant role it plays in our lives. Much of our time is spent directly in the market
place, eating or engaging in other activities. A large amount of additional time is spent thinking
about products and services, talking to friends about them, and seeing or hearing advertisements
about them. In addition, the goods Respondents eat and the manner in which they use
them significantly influence how they live their daily lives. These general concerns alone are
enough to justify our study of consumer behaviour. However, many seek to understand the
behaviour of consumers for what are thought to be more immediate and tangible reasons.

2.The main reason behind this project was to find out the behaviour of the consumer behaviour
while eating in small eating joints because most of the population surveyed preferred to eat at
large restaurants and how day by day the consumers demands are increasing and through this
project I came to know that what are the various factors affecting behaviour of a typical customer
who eats at different eating joints.
6.2 SUGGESTIONS

Following are the suggestions that can improve the overall experience of KFC-

1.
It should give better schemes so as the existing customers come back the next time as
well as to generate new customers.
2.
It should concentrate on promotion and marketing so that more and more
customers come.
3.
Cheaper products & services should be introduced by the company so that it can reach the
middle class public.
4. It should focus on customer relations and the hospitality of the staff as this would create a
better experience for the customers.
5. The ambience of the store should be a lot more refreshing and developed as it makes the
environment better for the customers.
6. The home delivery service should be available at all the stores as this would be
very convenient for the customers and it can increase the number of potential customers.
 ANNEXURE

BOOKS
Kotler Philip, Armstrong, Principles of Marketing, 12thed,. Delhi, Pearson Education
Corporation.
Ramaswamy V.S., Namakumari S (2009), Marketing Management- Global perspective
Indian context, 4th ed., New Delhi, Macmillian publishers India ltd.

WEBSITES

www.kfc.co.in

www.kfc.com

MAGAZINES

Forbes India
 Sample Questionnaire

1.Age Group of
Respondents
a)Below 18 b) 19-25
c) 26-35
d) 35-50
e) Above 50
2.Gender of the
Respondents
a)Male
b)Female
3.Marital Status of
Respondents
a)Unmarried
b)Married
4.Educational
Qualification of the
Respondents
a)Schooling
b)Graduate
c)Post Graduate
d) Others
5.Occupation of
Respondents
a)Business
b)Service
c)Student
•Others
6.Monthly Income of
the Respondents
a)Below 25,000 b) 25,001-50,000 c) 50,001-
1,00,000 d) Above 1,00,000
7. How often do you visit a Fast Food Restaurant?
a) Regularly
b) Sometimes
c) Rarely
d) Never

8. What factors you keep in mind while going to a restaurant?

a) Reputation
b) Service Quality
c) Food Quality
d) Heard Calls

9. What part of your monthly income you spend in

restaurants?
a) Less than 5% b) 5%-10%
c) 11%-15%
d) Above 15%

10.How much do you spend at a time visiting food joint?

a) <200
b) 200-500
c) 501-1000
d) Above 1000

11.Your Favourite cuisine?

a) Western Junk
b) Chinese
c) South Indian
d) Other
12.Which fast food restaurant do you generally prefer
visiting?
a) KFC
b) McDonald’s
c) Subway
d) Domino’s

13.What is the Frequency of your visit to KFC?

a) Regularly
b) Sometimes
c) Rarely
d) Very Rarely

14.Your suitable timing for visiting KFC?

a) Morning
b) After Noon
c) Evening
d) Late Night

15.Your preference for KFC is due to?

a) Convenience

b) Pricing

c) Rarely

d) Very Rarely

16.How did you find the Food Quality at KFC?

a) Excellent
b) Good
c) Not Bad
d) Bad
17.How did you find the taste of Food served at KFC?
a) Excellent
b) Good
c) Not Bad
d) Bad

18.How did you find the Ambience of KFC?

a) Excellent
b) Good
c) Not Bad
d) Bad

19.How did you find the hospitality of the staff of

KFC?
a) Excellent
b) Good
c) Not Bad
d) Bad

20.Are you satisfied with the pricing of KFC?

a) Yes
b) No

21.How did you rate hygiene Levels of the KFC?

a) Excellent
b) Satisfactory
c) Fair
d) Poor
22.Is the Promotional Activities of KFC eye- popping?
a) Yes
b) No

23.Is a KFC joint easily accessible/reachable from your

home?
a) Yes
b) No

24.What would be your recommendations to KFC?

 Bibliography

KFC .“Most Popular Meals” KFC.

KFC. 2014. Web. 02 June 2014

“ColonelSanders.com”.-Biography.N.p. 2009 Web. 02

June 2014 YUM!”Famous Recognitions Culture “.YUM! 2014. web.02 June 2014

Horvitz, brace.”Yumbrands Names New CEO.” USA

Today. Gannett, 01 may 2014. Web. 02 June 2014

Http ://www.sciencebuddies.org/science-fair-projects

/project_bibliography_kfc.shtml http ://www.slideshare.net/shintemiera/kfc-satisfaction