Kfc & Mcd Strategies in India

“Research on preference pattern of consumers of KFC and Mcdonalds” Submitted By Neel Patel (AM1012) Puspendra Singh (AM2312) Submitted To Prof. Shreekant Iyengar Date 10 November 2012 RESEARCH ON PREFRENCE PATTREN OF McDonald’s AND KFC IN AHMEDABAD MARKET INTRODUCTION: McDonald’s and KFC are everybody’s favorite food trip destinations. When you like hamburgers, McDonald’s is always the top option. When you like fried chicken, KFC is always the first thing that comes to everyone’s mind. The reason for this is these companies claim of particular products that have became their trademark until now.

The difference between McDonald’s and KFC is mainly the cuisine. KFC is part of Yum! Brand Inc. , which is world’s largest restaurant system. KFC has more than 11000 restaurants in more than 80 countries, serving more than 12 million customers each day. McDonald’s restaurants are found in 119 countries and operates over 31,000 restaurants worldwide, employing almost 1. 5 million people, serving more than 58 million customers daily.

Approximately 15% of McDonald’s restaurants are owned and operated by McDonald’s Corporation directly.

PROBLEM STATEMENT: What factors are currently influencing the consumer decision-making process in selecting between the McDonalds and KFC and how these companies responding to changing environment and consumer behavior to target each other? Our main Objectives from this research are to find: * What is their perception about quality of domestic and international food products? * Where do they prefer to eat and why? * How McDonalds and KFC target each other? LITRATURE REVIEW: The following literature review will critically analyse the theories associated with the research topic.

Firstly, it looks at the issues of  Consumer preference: Hence it highlights the factors, which influence the consumer decision-making process, predominantly the consumer attitudes. Other articles examine more generally models of consumer attitude formation, which might be useful applied to the research question in this dissertation. While the first section focuses on the aspects of consumer preference, the second part of the review, as already outlined in the introduction section of dissertation, observes the marketing.

Issues, particularly the marketing communication strategy within the marketing mix.

Furthermore this review will contribute towards creation of possible marketing strategies as well as recommendations that McDonalds and KFC might pursue in order to respond on changing environment and consumer preference. (www. forskning. fek.

uu. se)Therefore the following theories from consumer behavior and marketing have been outlined:- * Consumer preference * Consumer attitude formation and change * The marketing mix Questionnaire Overview:- We will ask certain questions to consumers. * Do you like fast food? * How often do you visit this place? * Which food items do you like the most? How much do you spend in your one visit? * According to you what is quality of food you are getting here? * Do you find this place convenient? * How did you come to know about this place/address? * Which of the other fast food destinations you prefer? * Between the two which one does you like the most? Or both? * Will you visit this place more time if prices are lower? * How is the staff here? (co-operative) Works Cited www. forskning. fek.

uu. se. (n. d. ).

Retrieved November 09, 2012, from Uppsala Universitet: http://www. forskning. fek. uu. se/