INTRODUCTION

KFC Corporation based in Louisville, Kentucky

is the world’s most popular chicken restaurant. KFC has more than 11000 restaurants in more than

80 countries and territories around the world. KFC is part of Yum! Brands, Inc., which is the world’s

largest restaurant system.

PRODUCTS OF KFC IN INDIA

CHICKEN DELIGHT: chicken meal that include Original Recipe or Hot&Crisry with fries and Pepsi.

BURGER MEALS: Very famous range of KFC burger, Zinger meal, Zinger chicken meal and Veggie feast meal.

BUCKET: Hot & Crispy, Original Recipe, Chicken Strips.

RICE MEAL: Veggie Rice Meal, Chicken Rice Meal. DESSERTS: Brownie Sundae, Soft Twirl.

KFC OVER YEARS

THE PROCESS OF CONSUMER DECISION MAKING

PROBLEM RECOGNITION : PERCEVING A NEED The need was hunger and the immediate satisfaction

of hunger through fast food. Mainly targeted at chicken lovers. The traditional eating habits in India have changed. Youngsters, now days want a hanging joint with

good food. Growing fast food market : KFC came up as a

‘Burger king’.

INFORMATION SEARCH The Internal factors of Information Search by

consumers were

1. Recall of advertisements/Print media.

2. Some perceived KFC as high price ,high quality.

The External factors of Information Search are: Friends and Family. Public sources, including various product-rating organizations such as Consumer Reports.

ALTERNATIVE EVALUATION Comparing the food joints-Mc Donald, Wimpy’s and

KFC.

RATIONAL CHOICE : For burger or Non-Veg lovers.

ATTITUDE CHOICE: Some people perceived it as high price, high quality products at KFC

ATTRIBUTE CHOICE THEORY: By knowing the product well, as in the ingredients, hygiene factors, ambience etc.

AWARENESS SET: Mc Donalds, KFC ,pizza hut, Nirulas, Wimpy’s, Subway.

EVOKED SET:KFC, Pizza Hut, Mc Donalds.

INEPT SET: Nirulas, Subway. INERT SET: Wimpy’s.

BUYING DECISION The decision of buying a product at KFC was backed

by many factors(as known by consumer survey)

SOCIAL SURROUNDINGS: The kind of people around i.e Including others present when a purchase is made.

PHYSICAL SURROUNDINGS: Such as decor, music, and ambience, cleanliness etc

ANTECEDENT STATES: Which include the consumer’s mood or amount of cash on hand.

POST PURCHASE BEHAVIOUR

POSITIVE FEEDBACK NEGATIVE FEEDBACK

Consumers were satisfied with the taste and quality of the food.

Some people were even satisfied with the environment and the friendly attitude of people at cash counters.

Some consumers found food as bland and oily.

They found the chicken has been cooked earlier and kept it in warm environment.

One of the respondent renamed KFC as BFC(badly fried chicken).

MOTIVATION :For some, good food is one of the most important need because of this reason people like to try and experiment with their taste. Any new food joint is first visited by people who are internally motivated.

PERCEPTION: The people perceived KFC of international standards and created a mind set that KFC would serve food of good quality and taste.

LEARNING Behaviour that result from

Repeated experience Thinking.

Over years people have learnt about KFC from their advertisements, their print media promotions. As KFC’s tagline “finger licking good” has made people lean that it related to good taste.

DRIVE: for good food CUES: advertising symbols, established KFC as one

of food leaders. RESPONSE: purchasing products at KFC REINFORCEMENT: repeat purchase.

VALUES, BELIEFS, AND ATTITUDES ATTITUDE FORMATION: for years people in India have

followed the same Traditional food habits. Emphasis has always been given on the nutrition content of the food. Our values and beliefs have been carried forward from ages.

ATTITUDE CHANGE: Now the emphasis is more on the taste than the Traditional nutrient values. With large no of entrants in India, the consumption pattern of people have completely changed.

With addition of good quality food in market, the mind set of people are changing and they accept these fast food joints a good place to enjoy their meals.

LIFESTYLE As the internal factors are considered, the change

is food pattern are affected by attitudes and beliefs, but there is an important factor that has constantly changed many life’s of many people.

People are now oriented towards Principles Status Action

These are governed by income, education, intelligence, energy level etc.

REFERENCE GROUP

Reference group is the one to which an individual refers. An individual adapts its self to the group he is in. His consumption patterns, taste, beliefs, behavior etc changes according to the group.

As the consumption pattern changes, person who was not fond of KFC may change according to eating habits of his group members. Even an individual develops a taste of his referent group.

So the group has influenced people.

FAMILY INFLUENCE

The traditions followed by family are carried forward in children. Family consuming non-vegetarian food passes this attitude to their children also.

Many respondents told us that they are non-veg because of their family.

So people developed their interest of going to KFC because they are non vegetarians.

Small children go to KFC with their parent, which reflects that family plays an important role in decision making.

  SOCIAL CLASS

KFC is targeted towards upper-middle class of society. For middle classes they have launched a segment of products at cheaper rates.

Social class is determined by Income Occupation Education

Balanced level of all three creates awareness of new products and income gives the purchasing power.

So social class forms an important part of external influence on consumers buying behaviour.

 

CULTURE Different cultures have different beliefs :for some

cultures Non -Veg is completely prohibited (eg Jain culture), whereas chicken is the main food item in Punjab. Different cultures permit different beliefs and norms.

This reflects the consumption patterns of an individual

Culture is a very important factor from the view of a marketer.

As KFC entered India, they studied the India culture, the norms followed here, as in India beef is not consumed, so they did not include the beef food items in their menu.

VALUES

VALUES REFLECTED BY THE AD CAMPAIGN ARE

Limited Youth Cleanliness Change

Q1.Are you vegetarian or non-vegetarian?

Q2. Do you eat fast food?

Q3.Do you know about fast food joints like-

Q4. How often do you visit KFC ?

Q5. You go to KFC with……

Q6. How did you come to know about KFC….

Q7. Do you like the concept of self-service at KFC

Q8.Do you like the vegetarian and non-vegetarian items being made and served at KFC?

Q9. You visit KFC for

Q10. How do you find the ambience of KFC?

Q11. Do you refer any one to visit KFC or arrange party at KFC

Q12. What is the full form of KFC?