IMRB Kfc Nusrat

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Summer Training Research Project ReportOn

MARKET SURVEY ON BRAND EQUITY ON CADBURY

For the partial fulfillment of the requirement ofMASTER OF BUSINESS ADMINISTRATION

Affiliated to Mahamaya Technical University !oida "U#P#$"%&'%(%&')$

Under The Guidance of Under the Supervision of:Mr. DEEPAK BANSAL Mr. PANKAJCHAUDHAR

!ASST" #ROFESSOR$ !Fie%d E&ecu'i(e$

GNIT MANAGEMENT SC)OO*

Su+,i''ed +-. NUSRAT #RA/EEN Ro%% No"0123456621

*!+T Management School,(- .no/ledge Par0(++ *reater !oida " *# 1# !agar$

!


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*!+T Management School,(- .no/ledge Par0(++ *reater !oida "*# 1# !agar

2ate3

To /ho, I' Ma- Concern

This is to certify that Mr# 4Ms#NUSRAT #RA/EEN student of M#1#A# course "%&'&('%$ atGNIT

Mana7e,en' Schoo% /ith dual speciali5ation in MARKETING 8 )UMAN RESOURCEhas

satisfactorily completed the summer "!-R$Research project on S"UD #$ CUSTOMER SATISFACTION REGARDING BBQ

BURGER IN KENTUCKYFRIED C)ICKEN !KFC$9%.

This study is done under the guidance of the undersigned 6y partial fulfillment for the a/ard of

M#1#A# + /ish him4her all the 6est for 6right future ahead#

Facu%'- Su:er(i;or Direc'or

&


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Cer'ifica'e

From company

Ac


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#refaceAc !Direc'or$> GNIOT?Mana7e,en' Schoo% Mahamaya technical University for encouraging and supporting me indoing this project successfully#

+ o/e my personal de6t of gratitude to our guide MR" #an


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DEC*ARATION

+ here6y that the summer Training project titled >CONSUMER SATISFACTION

REGARDING BBQ BURGER IN KENTUCKYFRIED C)ICKEN !KFC$? 6ased on mytraining in IMRB is an original and authentic /or0 done 6y me and is 6ased upon the study

conducted 6y me#

The project /as underta0en as a part of the M1A programme of *reater !oida +nstitute of

Technology and Management school *reater !oida#

2AT73

!USRAT

PRA977!

P:A-7 '%,;)


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TAB*E OF CONTENT

+


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,

S#!o# TOP+- PA*7 !O#

'# -@# + +ntroduction '& ( %&

'#' A6out The Topic '' ( '

'#% O6jective Of The Study ',

'#= Method 7mployed '< ( 'B

'#) Significance Of The Study %&

%# +ndustry Profile %' ( %onion theory? plays an important role

in determining the philosophy approaches strategies time hori5on and the data collection

methods#

"0 RESEARC) DESIGN

),


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need at hand# Secondary data analytics involves identifying Esecondary data sourcesE to solve

a ne/ pro6lem and then the a6ility to re(purpose that data#

"1 SAM#*E DESCRI#TION

SAM#*E SIE AND SAM#*E UNIT ')& respondents from .F- outlet /ho purchase

11C 6urger from outlet in 2elhi ":ajpat nagar and -P%$# As /e have ta0en '% respondents

sample to 0no/ the appro8imately figures of customers and consumers perception and

satisfaction to/ards 11C 6urger /hat they li0e and disli0e /ith respect to 11C 6urger#

SAM#*E SE*ECTION #ROCEDURE 9e used multistage sample selection

technique# At first stage /e used random sampling technique to select .F- outlets in 2elhi

city 6ecause it /as not possi6le to select all the outlet in the city due to shortage of time#

At second stage /e used convenience sampling technique to ta0e responses from the

respondent 6ecause respondents are not easily availa6le and it /as not possi6le to sort out

respondent on the 6asis of their visiting in outlet# +t too0 = /ee0s time to collect responses

from the respondents#

TARGET RES#ONDENT

The target respondent /ould 6e the male and female#

The age group /ould 6e in(6et/een ';( )B#

Respondent /ill 6e ta0en from .F- outlet in 2elhi/hose have consumed 11C 1urger#

" DATA CO**ECTION MET)OD AND INSTRUMENT

+n this research total '% respondents are participated fairly /ith the age group of ';(

),# Participants are varying from student to professionals or 6usiness man or self

*


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DATA ANA*YSIS AND

INTERE#RETATION

DATA ANA*YSIS AND INTERE#RETATION

2"0 Sa,:%e #rofi%e A7e +a;i;

Ta+%e 0 A7e Grou: /i;e Sa,:%e #rofi%e

*&


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Age *roup"in years$ !um6er of Respondents Q of respondents

'(%&years =B ='#%

%'(%Byears %, %

=&(=Byears =) %


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'&Y% %& ',

*raduate42iploma % %&

Post *raduate or a6ove ;& ,)

Total '% '&&

Fi7ure B Sa,:%e :rofi%e +- educa'ion *e(e%

In'er:re'a'ion Among '% respondents %& respondents that is ',Q are '&Y% passed %

respondents that is %&Q are graduate and ;& respondents are post graduate or have more

@igher degree# So it is clear that the major part "that is ,) Q$ of the respondents are highly

qualified

2" Sa,:%e #rofi%e Occu:a'ion Ba;i;

*(


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Ta+%e Sa,:%e :rofi%e +- occu:a'ion

Occu:a'ion No" of Re;:onden'; H of Re;:onden';

Service =& %)

1usiness =) %


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2"4 Sa,:%e #rofi%e Annua% hou;eho%d inco,e Ba;i;

Ta+%e 4 Sa,:%e :rofi%e +- annua% hou;eho%d inco,e

Annua% hou;eho%d inco,e No" of re;:onden'; !H$ Re;:onden'

:ess than % lacs % %&

% ( lacs == %,#)

('& lacs =B ='#%

More than '& lacs %; %%#)

Total '% '&&

Fi7ure D Sa,:%e :rofi%e +- annua% hou;eho%d inco,e

In'er:re'a'ion3 Among '% respondents % respondents "that is %&Q$ annual household

income is less than % lacs == respondents "that is %


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2"2 #%ea;e 'e%% ,e 'he rea;on 'ha' ,ade -ou 'r- S#ICY BBQ BURGER

Ta+%e 2 Rea;on 'o 'r- BBQ Bur7er

Rea;on No" of re;:onden'; !H$ Re;:onden'

!ame enthused interest ;' ,)#;

Sa/ some6ody eating it D the

appearance loo0ed tempting

'; ')#)

:oo0ed more felling to eat %& ',

My friends4 colleague had

recommended it to me

, )#;

Total '% '&&

Fi7ure F Rea;on 'o 'r- BBQ Bur7er

In'er:re'a'ion Among '% respondents ;' respondents "that is ,)#;Q$ try 11C 1urger

6ecause name enthused interested '; respondents "that is ')#)Q$ annual try 11C 1urger

6ecause sa/ some6ody eating it D the appearance loo0ed tempting %& respondents "that is

',Q$ try 11C 1urger 6ecause it loo0ed feeling to eat and , respondents "that is )#;&Q$ try

11C 1urger 6ecause their friends4colleague had recommended it to them So from these

*,


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data /e can interpret that the majority of the respondents are try to 11C 1urger 6ecause

name enthused interest#

2"5 ho= ,uch did -ou %i


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of 11C 1urger is e8cellent# So from these data /e can interpret that the majority of the

respondents says that taste of 11C 1urger is good#

2"3 Ra'in7 +- a''ri+u'e; of 'he :roduc'

Ta+%e 3 Ra''in7 +- a''ri+u'e; of 'he :roduc'

No" of re;:onden';!H of Re;:onden'$

#oor Fair Good Ver- 7ood E&ce%%en'

Taste of 1un .=/)> -.=-?)> @.=??)> 9=-.)> 9=4)>

Taste of -hic0en =-)@> --=)> @=?9)9> 9=44)@> =-)@>

Taste of Sauce @=9)> 9/=4@)/> @9=?-)> =@)9> 0

Taste of :ettuce ?=9> 9@=4@)> @@=?)> =@)9> 0

Taste of Onion ?=9> 4.=4-)> /=?/)@> .=/)> 0

Taste of Mayonnaise @=9)> @=?9)9> 4/=.)@> -9=--)> 0

) Ra''in7 +- a''ri+u'e; of 'he :roduc'

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In'er:re'a'ion Among '% respondents


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In'er:re'a'ion Among '% respondents for the te8ture of chic0en


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%)#;Qrespondents says that the temperature of chic0en is just a6out right%;Q respondents

says that the temperature of chic0en is less than /hat it should 6e ''#%Q respondents says that

the temperature of chic0en is more than /hat it should 6e#=,Q respondents says that the

temperature of chic0en is much less than /hat it should 6e#

2"06 )o= =e%% 'hi; :roduc' fi'; =i'h KFCL; i,a7e

Ta+%e 06 KFCL; I,a7e

I,a7e No" of re;:onden'; !H$ Re;:onden'

Doe; no' fi' a' a%% '< '=#,

Doe; no' ui'e fi' %, %

Fi'; 'o ;o,e e&'en' =, %;#;

Fi'; ui'e =e%% =< %B#,

Fi'; e&'re,e%- =e%% B


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In'er:re'a'ion Among '% respondents '=#,Q respondents says that the 11C 1urger does not

fit at all %Q says that the it does not quite fit %;#;Q says that the it fit to some e8tent

%B#,Q says that the it fit quite /ell


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In'er:re'a'ion Among '% respondents ';#)Q says that they /ill definitely not re(order

%&Q /ill pro6a6ly not re(order=


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In'er:re'a'ion Among '% respondents )'Q responds 0no/ a6out the product from the

menu card %)Q 0no/ from family D friends %)Q 0no/ from the staff of .F- ''Q 0no/

from the ne/spaper D maga5ines# So from these data /e can interpret that the majority of the

respondents 0no/ a6out the product from menu card in .F-#

RESU*TS OF )Y#OT)ESIES TESTING

)0 T)ERE IS A SIGNIFICANT DIFFERENCE IN OVERA** SATISFACTION /IT) BUN

OF T)E #RODUCT ON T)E BASIS OF INCOME GROU#"

From the 6elo/ ta6le /e found that F value is not significant "%#BB=$ at pZ& so the

hypothesis @' /ould 6e rejected at percent significant level# @ence /e can say

Ta+%e 04 OVERA** SATISFACTION /IT) BUN OF T)E #RODUCT ON T)E

BASIS OF INCOME GROU#

+*


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ANOVA

Taste of un

)um of

)2uares df +ean )2uare F )ig.

etween &roups 3.456 7 8.167 8.997 .:75

;ithin &roups 66.848 181 .


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From the 6elo/ ta6le /e found that F value is not significant "')#


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C)A#TER? 5

FINDINGS OF T)E STUDY

FINDINGS OF T)E STUDY

From the /hole research + have got follo/ing major findings

First + conclude that teen ager4youngsters are more interested to visit .F-#

According to survey the people /ho are having %('& lacs household income are visiting

.F-# So /e can interpret that the price of .F- is economical#

,!


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Most of the people firstly tried 11C 1urger 6ecause the name enthuse interest#

According to the survey most of the people rate this 6urger 6et/een= to ) upon #

As per findings people li0e the ingredient of the 11C 1urger#

As per findings most people say that 11C 1urger fits quite /ell /ith the image of

.F-#

As per findings + also conclude people agree .F- is hygienic and the am6ience is quite

praise /orthy and customer oriented#

,&


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C)A#TER 3

CONC*USION

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Conc%u;ion

.F- is a multinational fast food chain company that has successfully esta6lished itself

in the +ndian mar0et# +nitially it faced fe/ 7thical pro6lems in +ndia 6ut after re entry

.F- suited very /ell in +ndia mar0et#

The revival strategies li0e A6le to adapt to cultural differences tastes and preferences

Price sensitivity helped .F- to grasp its feet in +ndia#

.F- is slo/ly and steadily moving up the ladder of preference 6y +ndia customers #

The survey done sho/s that .F- is among the t/o most preferred place to have food in

+ndia#

The pricing strategy follo/ed 6y .F- is little e8pensive as compared to its nearest

competitor Mac 2onalds 6ut customers are /illing to give that money 6ecause of

Cuality and am6ience offered 6y .F-#

.F- is also offering Iegetarian food in there menu of /hich Ieg Feast is most

preferred 6y -ustomers#

The Par0ing facility provided 6y .F- "!oida$ is 0eeping its customer happy and

satisfied#

To summari5e this up .F- is adapting 6eautifully and effectively in +ndian mar0et

/hich is supported 6y their customer understanding and emotional rational shared

6et/een .F- and there customers# The only phase4 area they are lac0ing is that they

,(


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are living /ith a perception of 6eing one of the 6est !on(Iegetarian outlet so +ndian

customer prefer least to visit .F- for having Iegetarian food +tem#

,)


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C)A#TER ? J

RECOMMENTDATIONS

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RECOMMENTDATIONS

11C 1urger is good 6ut not e8cellent as compare to other 6urgers of .F-#

11C 1urger is not that much grilled46ar6ecued /hat it should 6e#

Cuality of 6un is not good of 11C 1urger#

.F- provide lo/ fat menu#

Price of 11C 1urger is high#

,+


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C)A#TER? 06

SUGESSTION

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SUGESSTION

Al/ays serve 11C 1urger immediate after its preparation# Other/ise flavor of

grilled46ar6ecued is lost

1un has to 6e al/ays freshL other/ise overall taste is not that delicious#

-ost of product should 6e lo/ as comparison to other 6urger of .F-

Advertising should 6e strong so that the customers are attracted to/ards the product#

-oupon system can 6e arranged for the customers so that they can taste 11C 6urger

/ithout any delay#

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#

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E#ERIENCE DURING SUMMER TRAINING

78perience ma0e life enjoya6le and enriching just as my summer training in

>+MR1 +!T7R!AT+O!A:? proved to 6e an asset for me# + got practical e8posure in various

aspects of mar0eting and + also learnt the dynamics of /or0 related 6ehavior of the people

/or0ing in the organi5ation#

+n the >+MR1 +!T7R!AT+O!A:? the employee have same canteen and same

convenes from this + am very impress and the employee of the +MR1 international is very

helpful for every one# + never face the any type of pro6lem during my training period#

The company provides me all type of facility that + /ant in my training period# + 0no/

that all research /ho are the cliente of company and the all type of research /hich company

do# + sa/ that ho/ analysis and research are done at every point in the company#

Cuality of every research here chec0 at every step and from here + have learnt those

things /hich /ill help me in near future#

-'


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C)A#TER? 01

REFERENCES

-(


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C)A#TER ? 0

ANNEURE

-*


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QUESTIONNAIRE

#!AM73

A*73

A22R7SS3

'# @ave you consumed today the 11C 6urger in .F-K

es!o

%# Please tell me the reason that made you try SP+- 11C 1UR*7R

!ame enthused interestSa/ some6ody eating it D the appearance loo0ed tempting:oo0ed more felling to eatMy friends4 colleague had recommended it to me

=# Please tell me on an overall level ho/ much did you li0e this productK

"'Npoor%Nfair=Ngood)Nvery goodNe8cellent$

((((((((((((((((((((((((((((((

)# -an you please tell me /hat e8actly you li0ed the productK

-+


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[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[

[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[

# 2id you disli0e in the productK"if anything please specify$

[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[

[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[

,# Please rate the follo/ing attri6utes of the product

Poor Fair good Iery good 78cellent

Taste of 1un

Taste of -hic0en

Taste of Sauce

Taste of :ettuce

Taste of Onion

Taste of Mayonnaise


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=&(=Byears )&()B years

'=#Occupation of respondents3

Private service*overnment serviceSelf employedStudentOthers "Please specify$\\\\\\##

')#our average annual household income3

:ess than % lacs % to lacs to '& lacsA6ove '& lacs

'#our education level3

Up to '&Y%*raduation42iplomaPost *raduate and a6ove

!


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