S.

NO
ABSTRACT
CHAPTER 1

INTRODUCTION

The project is about to analyze the customer satisfaction level among the
KFC customers.There is lot of mouths in this world and we want to
please them all, body and mind to releasethe latent energy within the
customers.Due to the fast growing environment the trends are changing
continuously and people aretrying to follow the western culture rapidly.
Use of fast food is also a part of this culture.With the passage of time
usage of fast food is increasing in India male and female both areusing
this food now fast food has its own impact on life o
CHAPTER @
REVIEW OF LITERATURE

Schlosser E. (2001) pointed out the most frequently reported reasons for eating at fast-food
restaurants were fast food is quickly served. Laroche and Parsa (2000) found that that people decide
to choose fast food restaurant because they like the taste and prefer instant satisfaction of their taste
buds. Fast food restaurant include a wide range of quick and fast service, brands and take only short
period to serve it. Consumer make their choice of brands in multi brand situation is one of least
understood yet important phenomenon in the marketing of Quick Service Restaurant - Fast Food
Restaurant. French SA et al, (2001) pointed out that visiting fast food restaurant is to spent time
with family and friends. Drewnowski and Spectre, (2000) contends that one of the factor that
influences consumption of fast food is by socio-economic status. There is a difference between
people who have high income with people who is have low income. Usually people with low
economic status prefer roadside stalls which are inexpensive; hygiene is not a criterion for them.

Agnes K.Y. Law, Y.V. Hui, Xiande Zhao, (2004) have studied on “Modeling repurchase
frequency and customer satisfaction for fast food outlets”. In this study, the relationships between
customer satisfactions; repurchase frequency, waiting time and other service quality factors in fast
food outlets are modeled. Results shows that waiting time, staff attitude, food quality and food
variety all significantly affect customer satisfaction.

Ronald Gilbert, Cleopatra Veloutsou, Mark M.H. Goode, Luiz Moutinho, (2004) have
studied on “Measuring customer satisfaction in the fast food industry: a cross-national approach”.
This study provides a cross-cultural comparison of service satisfaction of fast food establishments
in four English-speaking countries. It is based on data collected from customers of five globally-
franchised fast-food chains, using a previously developed service satisfaction instrument. The
study reveals two empirically derived, cross-cultural fast-food customer satisfaction dimensions:
satisfaction with the personal service and satisfaction with the service setting

Monika J.A. Schröder and Morven G. McEachern, (2005) have studied on “Fast foods and
ethical consumer value: a focus on McDonald’s and KFC”. This paper aims to investigate the
effect of communicating corporate social responsibility (CSR) initiatives to young consumers in
the UK on their fast-food purchasing with reference to McDonald’s and Kentucky Fried Chicken
(KFC).

ZENITH International Journal of Multidisciplinary Research ______________ISSN 2231-5780

Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in
53 Most respondents (82 per cent) regularly purchased fast food from one of the companies;
purchases were mostly impulsive (57 per cent) or routine (26 per cent), suggesting relatively low-
level involvement in each case. Four factors were isolated, together explaining 52 per cent of the-
variance in fast food purchasing behaviour. They were brand value, nutritional value, ethical value
and food
quality.
CHAPTER III

COMPANY PROFILE
INTRODUCTION

KFC Corporation, or KFC, founded and also known as

Kentucky Fried Chicken
is a chainof fast food restaurants based in Louisville, Kentucky.
KFC is a brand and operating segment,called a "concept", of
Yum! Brands since 1997 when that company was spun off
fromPepsiCo as Tricon Global Restaurants Inc. The restaurants
are known as Poulet Frit Kentuckyor PFK in the province of
Quebec in Canada. In France, however, the chain is known
asKFC.KFC primarily sells chicken in form of pieces, wraps,
salads and sandwiches. While itsprimary focus is fried chicken,
KFC also offers a line of roasted chicken products, side
dishesand desserts. Outside North America, KFC offers beef
based products such as hamburgers orkebabs, pork based
products such as ribs and other regional fare.The company was
founded as Kentucky Fried Chicken by Colonel Harland
Sanders in1952,though the idea of KFC's fried chicken actually
goes back to 1930. The company adopted theabbreviated form
of its name in 1991. Starting in April 2007, the company began
using itsoriginal name, Kentucky Fried Chicken, for its signage,
packaging and advertisements in theUnited States as part of a
new corporate re-branding program; newer and
remodeledrestaurants will have the new logo and name while
older stores will continue to use the 1980ssignage. Additionally,
Yum! Continues to use the abbreviated name freely in its
advertising.
Mission Statement
"Recognition: we find reasons to celebrate the achievement of others and have fun
doing it. "is right up there with "Customer Focus" and "Belief in People". Recognition
is everybody's responsibility," says Chicago restaurant manager Adonis Chapel. He
explains since KFC startedbencouraging informal recognition, things have really
changed. "You keep employees longer, they are happier, they work better for you."

Vision Statement
The Association of Kentucky Fried Chicken Franchisees, Inc, is united to protect,
promote and advance the mutual interests of all member franchisees and the Kentucky
Fried Chicken system."
HISTORY OF KFC
The Kentucky Fried Chicken® was founded by Colonel Harland Sanders (born on
September9, 1890) at the age of sixty-five. KFC® is currently one of the largest
businesses of theglobal food service industry and is widely known around the world
as the face of ColonelSanders.Every year, over a billion KFC®chicken dinnersare
served featuring the
Colonel’s

“finger lick in’good”

special recipe. The Colonel has spread his industry currentlyto more than eighty
countries and territories globally

At the age of forty, Colonel Sanders began cooking for travelers in his service station
locatedin Corbin, KY. However, rather than coming in for
service for their cars, hundreds of people began coming to the Colonel’s station
specifically for his food.
So he expanded his new up-and-coming business by moving across the street to a
hotel and restaurant that seated onehundred and forty-two people. While cooking
here, Colonel Sanders perfected his secretblend of eleven herbs and spices for his
special recipe that is still used today.

ORIGIN OF KFC

Our story begins with the man, the myth, the legend himself, Colonel
Sanders. In 1930, Sanders bought a roadside hotel and café in Corbin,
Kentucky where he used to serve hungry travelers with southern style
chicken. He then spent years perfecting his now famous blend of 11 herbs
and spices. Right until his demise in 1980, Colonel Sanders never stopped
working for KFC. To this day, people are still vying to get their hands on
the elusive recipe that has remained under wraps.
KFC INDIA
KFC is the world’s No.1 Chicken QSR and has industry leading stature
across many
countries like UK, Australia, South Africa, China, USA, Malaysia and
many more. KFC isthe largest brand of Yum Restaurants, a company that
owns other leading brands like PizzaHut, Taco Bell, A&W and Long
John Silver. Renowned worldwide for its finger licking goodfood, KFC
offers its signature products in India too! KFC has introduced many
offerings forits growing customer base in India while staying rooted in
the taste legacy of Colonel
Harland Sander’s secret recipe. Its signature dishes include the “crispy
outside, juicy inside”
Hot and Crispy Chicken, flavorful and juicy Original Recipe chicken, the
spicy, juicy &crunchy Zinger Burger, Toasted Twister, Chicken Bucket
and a host of beverages anddesserts. For the vegetarians in India, KFC
also has great tasting vegetarian offerings thatinclude the Veg Zinger and
Veggie Snacker. In India, KFC is growing rapidly and today haspresence
in 21 cities with close to 107 restaurants

ORIGIN OF KFC

Our story begins with the man, the myth, the legend himself,
Colonel Sanders. In 1930, Sanders bought a roadside hotel and
café in Corbin, Kentucky where he used to serve hungry travelers
with southern style chicken. He then spent years perfecting his
now famous blend of 11 herbs and spices. Right until his demise in
1980, Colonel Sanders never stopped working for KFC. To this
day, people are still vying to get their hands on the elusive recipe
that has remained under wraps.
KFC
STRATEGIES
Given the competitive nature of fast foods, KFC Push Strategy (pushing throughadvertisements,
promotions etc) to help them create

Awareness
Awareness is establishing among masses about new promotional schemes on variousitems of KFC
via banners and billboards. Customers are informed about differentprice ranges, deals and their
associated timings via advertisements even on homedelivery services by providing deal brochures
along with the food supplied; theircustomers also advertise various deals and promotional
schemes.


Be different
KFC has customized products with local touch e.g. soups and spices are added withthe regional
trends

Sound attractive
KFC sounds attractive not only in food, but also provides interesting and innovativetoys with
family deals. It also provides attraction to visiting kids by providing playarea for the kids.KFC
also provides internet facility for their customers.

Pricing strategy
KFC globally enters into market using market skimming. Their products are pricedhigh and target
the middle to lower class people to penetrate to both sides of market.

Cost Based Strategy
KFC price their product keeping different points in view. They adopt the cost basedprice strategy.
Pricing of the product includes the govt .tax and excise duty and thencomes the final stage of
determine the price of the product. The products are bit highpriced according the market segment
and it is also comparable to the standard of theirproduct. In the cost based method we include the
variable and fixed cost