A STUDY ON CUSTOMER SATISFACTION TOWARDS KFC

CHAPTER-1

INTRODUCTION

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Introduction

Indian consumers’ lifestyle has tremendously helped the fast-food

industry to grow and expand over the last few years. Other reasons like - rising
number of nuclear families, exposure to western cuisine and global media,
increasing number of employed women- have had a significant impact on the eating
out trends and growth of the fast-food industry. The industry experts believe that the
middle-class young population, with high disposable income, will spend more on
eating out at chained fast-food outlets. The demand for ready-to-eat packaged food
is also expected to record strong growth in the country. After the liberalization
policy that came in force in 1991, fast food industry has grown in India as
multinational fast-food providers have set up their business either jointly with Indian
partners or independently. In 1995, Kentucky Fried Chicken (KFC) also entered the
Indian market and opened its first outlet in Delhi. In today’s competitive world,
Service Quality has become one of the most strategic tools for measuring customer
satisfaction. Customer satisfaction is actually how customer evaluates the ongoing
performance. Customer satisfaction is very important in today’s business world as
the ability of a service provider to create high degree of satisfaction is crucial for
product differentiation and developing a strong relationship with customers
(Dengetal ., 2009). Because of the above reasons the companies consider customer
satisfaction as very important element while devising their core strategies.
Moreover, the concept of customer satisfaction gained so much importance that
Customer Satisfaction was developed.

KFC Corporation based in Louisville Kentucky is the world’s most popular

chicken restaurant chain specializing in original recipe extra crispy and colonels
crispy and chicken with home styles sides and five freshly made sandwiches every
day, nearly eight million, customers are served around the worlds KFC menu is
everywhere includes originals recipes chicken made with the same great taste
colonelHarlan-dsanderscreatedmorethanahalfcenturyagocustomersaround

the globe also enjoy more than 300 other products –from a chunky pot pie in the
unites states .

KFC continues reaching out to customers with home delivery in more than300
restaurants in the united states and several other restaurants taco bell and pizza hut
selling nearly fifty years ago colonel sanders invented what is now called home meal

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replacement selling complete meals to harried time strapped families he called it

Sunday dinner seven days a week .

1.2 REVIEWOFLITERATURE

Meaning Review of Literature

A literature review is a search and evaluation of the available literature in your

given subject or chosen topic area. It documents the state of the art with respect to
the subject or topic you are writing about. A literature review is a critical and in-
depth evaluation of previous research. It is a summary and synopsis of a particular
area of research, allowing anybody reading the paper to establish why you are
pursuing this particular research. A good literature review expands on the reasons
behind selecting a particular research question. A literature review discusses and
analyses published information in a particular subject area. Sometimes the
information covers a certain time period

Asdullah, M. A., Rehman, U. Z., & Ahmad, R. N. (2015) have stated that thefast-
food industry is significantly impacted by external variables in the political,
economic, social, and technological spheres. Organisations should concentrate onthe
elements that affect their business by doing frequent analysis to enhance
administrative effectiveness and make business grow.

Yan, A. K., Ngana , L., & Voon, B. H. (2016) have found outin their research that
the management of service operations is crucial in the food service sector. For
maximum customer satisfaction, repeat business, and good word-of-mouth,
restaurants must constantly and continuously plan, implement, assess, and improve
on all parts of their service operations.

Sheraj, S. (2017) has inferred that KFC's services and goods have a significant
impact on customer happiness.

Omer, S. K. (2018) has opined that Continuous customer happiness at KFC is a

result of their marketing techniques, which include correct PEST and good SWOT
analyses to segment the market according to their product, reasonable pricing,
appealing promotions, and factual market or positioning.

Dr M Vanishree & Dr L Shanthi (2013) have stated that Fast food is growing
more and more popular in small towns as a result of changing lifestyles and
aggressive marketing by fast food restaurants; hence, the success of current fast-

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food restaurants and the opening of new ones is inevitable.

Agnes K.Y. Law, Y.V. Hui, Xiande Zhao, (2004) in their research on frquent
buying behavior of customers from fast food restaurants, revealed that waiting times,
employee attitudes, the quality of the food ,and the diversity of the cuisine all have a
big impact on how satisfied customers are. Additionally, it has been discovered that
the timing of the visits affects how important the relationship is.

Dr. Kumar Siddhartha (2013) found that the primary consumers are the younger
generations who are involved in the academic world of colleges. This can be
carefully examined and addressed in order to strengthen the company by offering the
ideal combination to the target market. The players in the organised sector in this
category have good reason and logic to grasp the dynamics of the behaviour of the
market because of the changed way of life and perspective.

Anita (2007) found out that Fast Food Outlets excite Indian consumers because they
provide fun and change. She pointed out the three crucial factors— product, service
delivery, and quality dimension—that have a big impact on consumers. Taste and
quality received the most weight from consumers, followed by cleanliness and
ambiance.

ApoorvaGupta(2018)Indiahassignificantlyimprovedthecompetitionclimate in its
manufacturing sector since 1991 with a string of transform in both domestic and
international business policies and plans. The effect of these policies is actually
impact with the household commodities which are used by the consumers. In these
sectors, due to easy of entry of firm sin the market, competition has increased, while
in some other sectors, due to the survival of fittest strategies, competition has
reduced.

1.3 Statement of the Problem

The growth in nuclear families, particularly in urban India, exposure to global media
and Western cuisine and an increasing number of women joining the workforce has
lead us to a new era of eating- fast. Many previous studies revealed that, the reason
behind the success of the multinational chains is their expertise in product
development, sourcing practices, quality standards, service levels and standardized
operating procedures in their restaurants, a strength that they have developed over
years of experience around the world. KFC being one of the lead multinational

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chains, which has recently emerged in Coimbatore city, the researcher wants to
identify the awareness level of KFC and to identify the customers satisfaction level
towards KFC and hence the study.

1.4 Significance of the study

KFC popularized chicken in the fast-food industry, diversifying the market by

challenging the established dominance of the hamburger. Branding himself" Colonel
Sanders", the founder became a prominent figure of American cultural history, and
his image remains widely used in KFC advertising.

1.5 KFC Objectives is to

 To know the financial and marketing analysis of KFC

 KFC provide low fat menu.
 Introduce cheaper item in the menu.
 Introduce more new recipes suited to local taste.
 Introduce healthier recipes.
 Work on the image of a healthy fast-food chain through advertising.
 Develop a strong culture of service and differentiate from competition.
 KFC should give a place for birthday parties
 You management to take care quality of service and make sure you have

Proper equipment to serve the orders.

1.6 Research methodology

In this thesis, the research used qualitative research method and also use some
theories to analyze what kinds of reasons led to the difference.

The theoretical part includes information gathered from literature and Internet
dealing with business strategy. The large amounts of necessary data and information
were collected from the Internet. This thesis will describe the current development of
McDonald's and KFC in China, and also use theories and realities to explain the
reasons for their performances in China. On one hand, we will analyze the strategies
of both companies from the perspective of business strategy; on the other hand, we
will analyse reasons from the perspective of competition strategy.

In addition, the research contained personal interviews. There were a lot of

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participants' observations that the managers and customers in the Chinese market
know the goal of our research. Table 20 shows the information of participants’
interviews For our questionnaires, we only asked them at most 5 questions.

 Primary data

 Secondary data

Primary data

Personal visit was made to the destination in order to collected data trough
observation. It was carefully observed what kind of people visited to destination
ones and how they involves in different activities, also the condition of the
destination.

Secondary Data

Information is collected from certain published sources like broachers, prospects,

manuals, magazines, newspapers and book. Another major source: information was
obtained from surfing the internet.

Directinterviews

Inthissourceinformationwascollectedthroughdirectinterviewwithrange officers, and

various local people at Shopping malls in Karnataka.

Questionnaire Method

The objective of the study questionnaire was prepared and distributed to the local
people etc

1.7 Scope of the Study

This study basically tries to discover the current position of KFC in the market. It
also tries to discover the preference of the customers when poses with a choice
between KFC. It is primarily directed to the market general public but was done only
in Area.

1.8 Need of the Study

Last many years, different ways the companies have marketed their products in to
the market have rapidly changed due to thorough and tough competition. Companies
have transformed from the way they promote their products from being product
oriented to customer oriented one. Companies should have clear strategy for

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marketing their product so as to influence customer’s perceptions. Customer plays a

major role in making or breaking of a product or a brand. Branding allows an easy
choice on the selection of a product. For example companies such as coco cola,
Kelloggs.

McDonalds, KFC etc. have created a strong brand image in the minds of the
customers. Customers are allowed to choose these brands on one way or the other as
a rapid decision of selection. Brands are everywhere, in all kinds of A study on
Customer satisfaction towards KFC (Kentucky fride chicken) GFGC Hosadurga ,
Department of Commerce (UG) Page11 media, internet, personal interaction, etc. It
is all about how the company succeed in establishing and understanding their stand
in the market, realizing the need of the market, purchasing behaviour of consumers
and the total presentation of the company. Modern marketing strategies and
techniques are allowing companies to concentrate more on the customers by
sustaining a long growth for the product which helps to increase the customer base
and retain the existing one

1.9 Limitations of the Study

However we tried our best in collecting the relevant information for our
research report, yet there are always some problems faced by the researcher. The
primedifficultieswhichwefacedincollectionofinformationarediscussedbelow:

➢ It was a consumer’s survey; it was really hard to find a free sitting person in
peak hours of a day when survey was carried out.

➢ The research covers only a minor part thereby doesn’t bring about maximum
satisfaction

➢ The survey is conducted only in few areas ,the results may vary in other parts
of the cities.

➢ Some of the respondent refused to fill the questionnaire.

➢ The findings are based on the survey conducted in the month of January to
February. The result may vary in other months are difficult to generalize.

➢ The study is purely done for academic accomplishment. The time allotted for
conducting the study is limited for 10 weeks. The researcher

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➢ Few reports were not revealed by the company due to confidentially. Despite
of all these limitations, efforts have been put forth for making the survey report as
realistic as possible with the resources available.

Chapter scheme
Chapter-1:Introduction;

It includes introduction KFC; Review of literature; Statement of The

problem; objectives of the study; Research methodology; Significant; of the study;
Scope of the study; Need of the study; Limitation of study;

Chapter-2:Industry Profile & Company Profile

It includes Introduction; KFC (Kentucky Fried Chicken); History of KFC;

Nature of Business Carried; KFC Mission Statement; KFC Vision and Strategies;
KFC Aims to achieve focusing on; KFC Ownership Partners; KFC Competitors in
the fast –food Industry;
Some of the key infrastructural facilitates that KFC; Product Details; Awards &
Achievements; Strategies prospective plan;

Chapter-3:Organization Structure
It includes Organisation Structure Introduction; KFC Organisation
Structure; KFC Management Board Members; Organisation global operation;
Structure of KFC;

Chapter-4:SWOT Analysis & Interpretation

KFC SWOT Analysis- Strengths, Weakness, Opportunities, Threats;
Data Interpretations;

Chapter-5: Summary of Findings, Suggestion & Conclusion

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CHAPTER-2
INDUSTRY PROFILE & COMPANY PROFILE

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2.1 INTRODUCTION

The McDonalds restaurant concept was introduced in California by two brothers

named Dick and Mac McDonalds of Manchester. The business was founded in1940
by these 2 brothers. It is the world's largest fast-food chain, selling primarily
hamburgers, chicken, French fries and carbonated drinks. It was later modified and
expanded by their business partner, Ray Kroc who later bought out the business of
the McDonalds brothers and went on and found McDonald's Corporation.
Advertising has always played a key role in the development of the McDonald's
Corporation. Indeed, McDonald's ads have been some of the most identifiable over
the years. In 1962, McDonald's introduced its now world-famous Golden Arches
logo. A year later, the company sold its billionth hamburger and introduced Ronald
McDonald, a red-haired clown designed to appeal to children. McDonald's
restaurants are found in 120 countries and serve nearly 54 million customers each
day. Most of the McDonald’s restaurants offers both counter services and home
deliveries up to certain distances. At the end of 2003 there were over 6ooMc Cafes
worldwide.

2.2 KFC (KENTUCKY FRIED CHICKEN)

Harland sanders was born in 1890 and raised on a farm outside Henryville
Indiana. His and father died in 1895and to make ends meet his mother took works at
a canning plan’s. As in the eldest child at age of five sanders was left to care for his
two sibilings ,his special cooking technique’s sanders station became famous and he
was recognized a is amazing cuisine by the governor at the time ruby LAFFOON in
1935 when he was made & for Kentucky colonel hence the name colonel sanders in
1939 colonel sanders restaurant won the top on Ducan lines adventures in good
eating.

 Type: Subsidiary
 Industry: Restaurant

 Genre : Fast food

 Founded: Sanders court and café 1930 in north
Corbin, Kentucky
 First Franchise: 1952insaltlakecityUtah

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 Founders: Harland sanders

 Headquarters: 1441GardinerlandLouisville
Kentucky united states
 Numberoflocation:18875(2013)
 Key people: David C. Novak (yum brands chairman
And CEO) Muktesh pant(KFCCEO)
 Products: Fried chicken ,burgers, wraps, French,
Fries, soft drink, salads desserts
 Revenue: USS23BILLION(2013)

2.3 . History of KFC

KFC was founded by colonel Harland sanders, an entrepreneur who began

selling fried chicken from his roadside restaurant in corbin, Kentucky during the
great Depression. Sanders identified the potential of the restaurant franchising
concept and the first Kentucky fried chicken franchise opened in Utah in 1952. KFC
popularized chicken in the fast – food industry, diversifying the market by
challenging the established dominance of the hamburger. By branding himself as
“colonel sanders”, Harland became a prominent figure of American cultural history
and his image remains widely used in KFC advertising to this day.

Kfc‘s original product is pressure fried chicken pieces, seasoned with sanders’s
recipe of 11 herbs and spices. The constituents of fried chicken are served in a
cardboard “bucket”, which has become of feature of the chain since it was first
introduced by franchisee pete Harman in 1957. Since the early 1990, KFC has
expanded its menu to offer other chicken products such as chicken fillet sandwiches
and wraps, as well as side dishes such as French fries and coleslaw, desserts and soft
drinks: the latter often supplied by Pepsico. KFC is known for its slogan” It’s finger
lickin’ Good!” ,”Nobody does chicken like KFC and “so good”.

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2.4 Nature of business carried;

KFC (Kentucky Fried Chicken) is a fast-food restaurant chain that specializes

in fried chicken and other chicken-based meals. The nature of their business is:

1. Quick Service Restaurant (QSR): KFC is a fast-food chain that provides quick and
convenient food services to customers.

2. Fast Food: KFC serves a variety of fried chicken meals, sandwiches, wraps, and
other related products.

3. Franchising: KFC operates through a franchise model, where independent

business owners (franchisees) operate KFC restaurants under a licensing agreement
with the parent company (Yum! Brands).

4. Food Retail: KFC sells food and beverages directly to consumers through its
restaurants, drive-thru services, and delivery/carry-out services.

5. Global Operations: KFC is a global brand with over 24,000 locations in morethan
140 countries, making it one of the largest fast-food chains in the world.

Overall, KFC's business is focused on providing convenient, affordable, and

finger-lickin' good food to customers worldwide!

2.5 KFC mission statement is:

▪ To sell food in a fast, friendly environment that appeals to pride conscious health
minded consumers”

▪ Missiontomaximizeprofitabilityimproveshareholdersvalueanddeliver sustainable
growth year after year

▪ To serve finger like in good food to all the customers

▪ Tosellfoodeastfriendlyenvironmentthatappealstoprideconscioushealth minded
consumers

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▪ KFC missi on statement is to have a passion for finger like in good food and serve
it with pride.

2.6 KFC Vision and strategies:

OUR passion as a restaurant company is to put a yum on peoples faces around the
world satisfying customers every time they eat our food and doing it better than any
is other and restaurant company. The unique eating experience at each of our
restaurants a the make our customers smile and inspire their loyalty for life, our
associates around the world. are trained to be customer manias”

• To provide food in a quick pleasant setting that catters to cost

conscious health conscious people ’’

• ‘’To provide fast foodservice:

• Have the best for health conscious people

• Cost effective

2.7 KFC's values are:

1. Customer Focus: KFC prioritizes customer satisfaction and strives to provide an

exceptional dining experience.

2. Integrity: KFC operates with honesty, transparency ,and ethical business

practices.

3. Respect: The company values respect for people ,diversity, and the environment.

4. Teamwork: KFC encourages collaboration and teamwork among employees to

achieve common goals.

5. Accountability: The company takes ownership of its actions and decisions.

6. Innovation: KFC embraces innovation to stay ahead in the industry and meet
changing customer needs.

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These values guide KFC's business practices and help maintain a positive reputation.

2.8 KFC aims to achieve focusing on:

1. Customer satisfaction

2. Quality and taste

3. Innovation and menu development

4. Brand reputation and marketing

5. Community involvement and social responsibility

By living up to this vision, KFC strives to maintain its position as a beloved and iconic
food brand, while continuing to grow and expand globally.

2.9 KFC's ownership pattern;

1. Yum! Brands: KFC is a subsidiary of Yum! Brands, Inc., a fast-food

conglomerate.

2. Publicly Traded: Yum! Brands is a publicly traded company, listed on the New
York Stock Exchange (NYSE) under the ticker symbol YUM.

3. Shareholders: As a result, KFC's ownership is distributed among various

shareholders, including institutional investors, individual investors, and employees
of Yum! Brands.

4. Franchise Model: KFC operates through a franchise model, where independent

business owners (franchisees) own and operate KFC restaurants under a licensing
agreement with Yum! Brands.

5. Franchisees: Franchisees are responsible for managing their restaurants, while

Yum! Brands provides support, resources, and guidance.

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2.10 KFC competitors in the fast-food industry

1. Chick-fil-A: A popular fast-food chain known for their chicken sandwiches and
customer service.

2. Popeyes : A Louisiana-style fried chicken chain with a strong reputation for spicy
and flavorful food.

3. Church's Chicken: A Texas-based chain with a focus on fried chicken and home
style cooking.

4. Bojangles ': A Southern-style chain serving fried chicken, biscuits, and sweet tea.

5. Zaxby's : A fast-casual chain offering chicken fingers, wings, and salads.

2.11 Some of the key infrastructural facilities that KFC has:

1. Restaurants : KFC has over 24,000 restaurants in more than140countries,making

it one of the largest fast-food chains in the world.

2. Supply Chain and Logistics: KFC has a robust supply chain and logistics system
that ensures the timely delivery of ingredients and products to their restaurants.

3. Distribution Centers: KFC has a network of distribution centers strategically

located around the world to manage their supply chain and logistics.

4. Manufacturing Facilities: KFC has manufacturing facilities that produce their

proprietary food products, such as their Original Recipe chicken.

5. Research and Development :KFC has R&D facilities where they develop new
products, flavors, and cooking techniques.

6. Training Facilities: KFC has training facilities that provide comprehensive

training to their employees, franchisees, and suppliers.

7. IT Infrastructure :KFC has a robust IT infrastructure that supports their

operations, including point-of-sale systems, online ordering, and mobile apps.

2.12 Product details

Chicken Deals Burgers Rice bowl Snacks Beverages Fried chicken , hamburgers
chicken, sandwiches wraps, French fries, soft drinks , milkshakes , salads , desserts
breakfast

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KFC’s major products include chicken sandwiches (including the zinger and the
Tower); wraps (Twister and Box masters) and a variety of finger foods, including
crispy chicken strips and hot wings. Popcorn chicken, which consists of bite sized
pieces of fried chicken, is one of the most widely available KFC products. In some
location, such as in Australia, Belarus, Malaysia and South Africa, chicken nuggets
are also sold.

MCcormick & company is KFC largest supplier of sauces, seasonings and

marinades and is a long term partner in new product development

Launches in2009,the krusher / krushem range of frozen beverage containing

“ real bits” such as kt kat, Oreo and strawberry shortcake is available in over 2000
outlates. Egg custard tart is a popular dessert worldwide, but other items include ice
cream sundaes and tres lenches cakein peru

In 2012 the KFC AM breakfast menu began to be rolled out internationally,

including such items as pancakes, waffles and porridge, as well as fried chicken

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2.13 AWARDS AND ACHIVEMENTS:

AWARD YEAR AWARDINGBODY

Trust brand 2010 TRUST brand in 2010-gold

Award voted by consumers
for family restaurant
category

Reader’s Digest most 2010 Reader’s digest

trusted brands

Putrabrand2010(silver) 2010 Putra brand awards

association of accredited

Industrial excellence award 2008 Malaysia100

for service sector

Brand excellence in 2008 Brand laureate

product in branding for fast
food chicken category

KFC People excellence 2008 Yum !a brands

award

KFC Opreation excellence 2008 Yum! brands

award

Restaurant excellence 2008 Yum! brands

award

Marketing excellence 2008 Yum! brands

award

Franchise of the year 2008 Yum! brands

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Yum! Reel advertising 2009 Yum! brands

excellence brand

Effie award(Bronze) 2009 Effie

Readers digest most trusted 2009 Reader’s digest

brands

Fran chin see of the year 2009 Yum! brtands

2.14 Strategic perspective plan (in any)

KFC's strategic perspective plan is focused on achieving sustainable growth,
enhancing customer experience, and maintaining their position as a leader in thefast-
food industry. Here are some key aspects of KFC's strategic plan:

1. Brand Revitalization: Continue to modernize and revitalize the brand image,

restaurants, and marketing strategies to appeal to a new generation of customers.

2. Customer Experience: Enhance customer satisfaction through improved service,

quality, and convenience, including digital ordering and delivery options.

3. Menu Innovation: Introduce new and innovative menu items, including healthier
and more sustainable options, to cater to changing consumer preferences.

4. Digital Transformation: Invest in technology, including mobile apps, online

ordering, and data analytics, to enhance customer engagement and operational
efficiency.

5. Global Expansion: Continue to expand KFC's global presence, particularly in

emerging markets, while maintaining a strong presence in existing markets.

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CHAPTER-3
ORGANIZATIONSTRUCTURE

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3.1 INTRODUCTION

Talking about food habits and taste every household in this era has changed a
lot. Regarding this, many trading activities are growing up such as hotels,
restaurants, and business organizations. Such organizations have their own
reputation to build up and their own brand towards the market and the customers.
All these trading activities depend on the service on the service quality and the
customer satisfaction which are the main themes of this research to elaborate. Both
service quality and customer satisfaction are important from the point of view of
marketing in terms of sellers and buyers.

Similarly, sellers are known as the service giver and buyers are known as
the service receivers, but both dealt with service. Givers always regard customers as
the pillars of the business organization. So, they try to give quality service and the
customers also want quality services offered by the restaurant or business
organization. Thus, it is the responsibility of the organization to offer a good service
and make the customer satisfied by providing their desires and wants. The
expectations of the customers are to get the best from the business organization. So,
business organizations have to make the customers happy and treat them well
equivalent to their paid amounts. Business organizations and customers have a give
and take relationship.

Every research has its own importance and limitations. Many scholars
have already done research on this issue, however no one has done research on this
theme in Helsinki in the Nepalese restaurants. This is the first case I am going to do
that may be the contribution from my side to the betterment of Finland‟s
restaurants. In this regard, there are a large numbers of Nepalese restaurants in
Helsinki approximately 25 to 30 only in Helsinki with in Finland. This research
attempts to know what kind of customers are coming to the Nepalese restaurants and
their satisfaction with the food and services offered by the restaurants

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3.2 KFC, Organization Structure

KFC has six levels on its organizational structure. The upper most is the
management board which hosts the president and the regional directors including the
chief financial officer (CFO). This level is followed by the general managers,
assistant general managers, Unit managers, team members and finally the workers.

3.3 The list of KFC's management board members:

1. Sabir Sami-CEO,KFC

2. Catherine Tan-Chief Operating Officer

3. Ken Muench -Chief Customer Officer

4. Staci Rawls-Chief People Officer

5. David Graves-Chief Financial Officer

6. John Kitzmiller-Chief Development Officer

7. Kevin Hochman-Chief Concept Officer

8. Leland Black-Chief Information Officer

KFC's organizational structure is a hierarchical system that facilitates the

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management of its global operations. Here's a theoretical overview of how

it work

1. Global Headquarters: The central hub, responsible for strategic

decision-making, brand management, and setting overall direction.
2. Regional Offices: Reporting to the Global HQ, these offices
oversee operations within specific geographic regions (e.g., Asia,
Europe, Americas).
3. Country Offices: Responsible for implementing regional strategies
and managing country-specific operations
4. Area Offices: Oversee multiple restaurants within a specific area or
territory.
5. Restaurant General Managers: Responsible for individual restaurant
operations, including customer service, sales, and profit growth.

Support Functions

1. HR: Recruitment, training, and employee development.

2. Marketing: Branding, advertising, and promotions.
3. Operations: Supply chain management, quality control, and
restaurant maintenance.
4. Finance: Accounting, budgeting, and financial analysis.

Theoretical Working

- Global HQ sets overall strategy and direction.

- Regional Offices adapt strategies for local markets.
- Country Offices implement regional plans.
- Area Offices support Restaurant General Managers.
- Department Managers oversee specific departments.
- Team Members execute day-to-day operations.
- Support functions facilitate and enable the organization's success.

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This hierarchical structure enables KFC to maintain consistency,

efficiency, and scalability across its global operations while allowing for
regional adaptability and local market responsiveness.

3.4 Structure of KFC

Corporate Structure:
- KFC is a subsidiary of Yum! Brands, Inc., a fast-food conglomerate that
also owns Pizza Hut and Taco Bell.

- KFC's global headquarters is located in Louisville, Kentucky, USA.

Divisional Structure:

- KFC is divided into several regions, each with its own leadership and
management teams:

- KFCUSA(domestic operations)

- KFC International(global operations outside the US)

- KFCA sia(specifically for Asian markets)

- KFC Emerging Markets(for developing countries)

Functional Structure:

- KFC's organizational structure is divided into various functions,

including:

- Operations: responsible for restaurant management, customer service,

and quality control.

- Marketing: handles branding, advertising, promotions, and menu

development.

Geographic Structure:

- KFC has a global presence, with over 24,000 locations in more than 140
countries.

Matrix Structure:

- KFC uses a matrix structure to manage its global operations, witha

combination of functional and geographic reporting lines.

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CHAPTER–4
SWOT ANALYSIS AND INTERPRETATION

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4.1 KFC SWOTA NALISYS :

STRENGTHS:
Strong brand recognition KFC is one of the most recognizable fast food in the world
with its iconic logo, colonel sanders image and the famous secret recipe… Unique
products offering KFC original recipe of 11herbs and spices sets it apart from
competitors in the fast food market.
• Second best global brand in fast food industry in terms of
value (6 billion)

• Original11herbsandspeciesrecipe

• Strong position in emerging china

• Combination of KFC pizza hut and KFC taco bell

• KFC is the market leader in the world among companies

featuring chicken as their primary product offering
• Strong trade mars rec pes.

• Owned by alarge company

• Unique flavoured

• Fresh Taste

• Loyal customers.
• Wide range of products

• Brand recognition

• Global Presence

OPPORTUNITIES:
KFC’s opportunities with a rising number of fitness conscious people KFC has a big
chance to change and adjust to their demands this includes introducing reduced fat
and low calorie meals baked goods and other healthy options and foods to their
menu. Increasing demand for health food

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• Home meal delivery

• Introducing new products to its only chicken ranges
• Venture into newer markets,
• Introduce home delivery

• Introduce better vegetarian products

• Expand to new locations

• Focus on health conscious individuals

• Offer inexpensive meals

• Supply chain optimization

WEAKNESS:
Despite its vast reputation KFC suffer from similar faults of other fast food
restaurants including having primarily serving high fat foods and following a
questionable franchise management system .A flawed menu.
• Negative publicity

• Unhealthy food menu

• High employee turnover

• Lack of strong marketing efforts.

• Franchise management globally is a challenge

• Untrustworthy suppliers

• Poor management

• Damage to the Environment and animals

• Problematic franchising system

• Only and un healthy food

• High calories food

• Limited options for vegetarians

• Issued on food

• Issued on franchise operations

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THREATS:

Threats intense competition the fast food industry is highly competitive with
numerous established chains and emerging players for market share .KFC sss faces
direct competition from major fast food brands like burger king and chick fil A as
well as local and regional a competitors.
• Risk of brand imitation
• Food scandals and quality issues
• People prefer healthy food
• Cost raw materials is increasing
• Economic conditions are not stable worldwide
• Changes in exchange rates
• Lawsuits filed against KFC

• Saturated fast food markets in the developed economies

• Threats from other eat
• restaurants
• Lawsuits against KFC

• Currency fluctuations

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TableNo.1: Table shows on the basis of Gender factor

Slno Gender No of respondents Percentage

1 Male 45 90%

2 Female 05 10%

Total 50 100%

Field Survey

45

40

35

30

25

20

15

10 Male Female

1 2

Interpretation:
The Above Table shows that out of 45 Respondents are Male and remaining 5
respondents are Female

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Table No:2: Table shows on the basis of Respondent’s Marital Status

Sl no Marital Status No of Respondents Percentage

1 Married 05 10%

2 Unmarried 45 90%

Total 50 100%

Source: Field Survey

45

40

35

30

25

20

15

10

5
Married Unmarried

1 2

Interpretation

From the above table it shows that the 45 respondents are unmarried and 5
respondents are married and it also understood that the majority of the respondents
are unmarried.

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Table No3:Table shows on the basis of Respondent’s Age Group

Sl no Age group No of Respondents Percentage

1 Below20 15 30%

2 20to30 28 56%

3 Above30 07 14%

Total 50 100%

Source: Field Survey

1 Below20
2 20to30
3 Above30

Interpretation

From the above observation, it is clearly understood that the about 15 of the
Respondents are in the age group of Below 20, 28 of the Respondents are in the age
group of 20 to 30, 7 of the respondents are in the age group of above30.

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Table No4: Table shows on the basis of Respondent’s Educational Qualification

Sl no Qualifications No of Respondents Percentage

1 S.S.L.C 04 8%

2 PUC 10 20%

3 Graduate 26 52%

4 Post Graduate 10 20%

5 Other 00 0%

Total 50 100

Sources: Field Survey

1 S.S.L.C

2 PUC

3 Graduate

4 Post Graduate

5 Other

Interpretation

Out of the 50 respondents, 4 of the respondents belong to SSLC. 10 belongs

PUC,26 Belongs to Graduate, 10 respondents Belongs to Post graduate.

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Table no.5: Occupation of respondents is presented

Sl no Occupation No of Respondents Percentage

1 Professional 05 10%

2 Business 07 14%

3 Government Service 01 02%

4 Student 37 74%

5 Others 00 00%

Total 50 100%

Source :Field Survey

40

35

30

25

20

15

10 Professional Business Government Student Others

Service

1 2 3 4 5

Interpretation

Out of 50 Respondents, 10% Respondent having the occupation like

professional,14%Respondent having the occupation like business, 2% Respondent having
the occupation likes Governmentservice,74%respondentshavingoccupationlike students.

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Table No6:Table shows on the basis of Respondent’s Monthly Income

Sl no Monthly Income in(INR) No of Respondents Percentage

1 Lessthan10,000 30 60%

2 10,000-15,000 12 24%

3 15,000-20,000 05 10%

4 20,000above 03 06%

Total 50 100%

Source: Field Survey

1Lessthan
10,000

2 10,000-
15,000

3 15,000-
20,000

4 20,000 above

Interpretation

As per the above analysis it’s understood that, out of the 50 Respondents30belongs
to income group less Rs. 10,000 per month, 12 Belongs to Rs 10,000 15,000 per
month.5belongstoRs.15,00020,000permonth.&3Belongsto20,000&above.

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Table No: 7 Table shows on the basis of how Respondent’s come to know about KFC

Sl no Particulars No of Respondents Percentage

1 Advertisement 30 60%

2 Friends and relatives 10 20%

3 Observation 05 10%

4 Publicity 02 04%

5 Brand image 03 06%

Total 50 100%

Source: Field Survey

30

25

20

15

10 Adv Fri Pub Br

Ob
ertis en licit an
ds ser
eme y di
an va
nt ma
dre
g
lati

2
1 3 4 5

Interpretation
Out of the 50 respondents, 60% of the respondents belongs to Advertisement, 20%
belongs to Friends and Relatives, 10% belongs to Observation, 4% belongs to
Publicity and 6% respondents belongs to Brand Image.

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TableNo:8:Name of the media in traduced to Respondents about KFC

Sl no Media No of Respondents Percentage

1 Television 30 60%

2 Newspaper 12 24%

3 Magazines 05 10%

4 Others 03 06%

Total 50 100%

Source:Field Survey

30

25

20

15

10

Television Newspaper Magazines Others

1 2 3 4

Interpretation

Form the above observation it reveals that the out of 50 respondents 60%
respondents are introduced by television Media, 24% belongs to News Paper, 10%
respondents are introduced by Magazines and 6% respondents are introduced by
other Media about the KFC

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TableNo:9: Respondents know about KFC by Past how many years

Sl no Particulars No of Respondents Prcentage

1 One Year 05 10%

2 Two years 10 20%

3 Three years 25 50%

4 Don’t know Exactly 10 20%

Total 50 100%

Source: Field Survey

25

20

15

10

One Year Two years Three years Don’t know

Exactly
1 2 3 4

Interpretation:

Out of the 50 respondents, 5 respondents are known Parle Products from One Year,
10 respondents are known Parle Products from Two Years, 25 respondents are
known Parle Products from Three Years and 10 respondents are known KFC but
don’t know exactly

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Table No:10 Respondents opinion about which Factor made them buy KFC

Sl no Particulars No of Respondents Percentage

1 Brand Image 10 20%

2 Product Quality 20 40%

3 Best Price 12 24%

4 Attractive Package 08 16%

Total 50 100%

Source: Field Survey

1 Brand Image

2 Product Quality

3 Best Price

4Attractive
packing Package

Interpretation

From the above table and charts showing that out of 50 respondents 20% respondents
impressed by the Brand Image of the KFC, 40% respondents are impressed by the KFC Quality, 24%
respondents are impressed by Best Price of the KFC and 16% respondents belongs to Attractive
Package

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CHAPTER-5
FINDING, SUGGESTING AND CONCLUSION

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5.1 FINDINGS
From the analysis, it can be inferred that, most of the customers are males, married,
hailing from nuclear family with two earning members. The study reveals that
majority of the customers are occasional purchasers and are highly satisfied
towards the taste and has no complaints about the services provided by KFC. The
customers’ awareness level varies towards the number of earning members and their
monthly family income. Also the customer satisfaction level differs in terms of their
educational level.
1. Majority of Respondents are Male

2. Majority of Respondents are unmarried

3. Majority of Respondents age group is 20 to 30,

4. Majority of respondents Academic Qualification is Graduation.

5. Majority of Respondents Occupation is Students

6. Majority of Respondents Monthly income is below10,000/-

7. Majority of Respondents come to know about KFC through Advertisement.

8. Majority of respondents are been introduced towards product by Television.

9. Majority of Respondents know about Parle Products by Past three Years.

10. Majority of Respondents impressed by the Quality of the KFC

11. Majority of Respondents using KFC Frequently.

12. Majority of Respondents opinioned that Quality of the KFC is Top

5.2 SUGGESTIONS
13. Improve Customer Service:
Train staff to be more friendly, attentive, and responsive to customer needs.
14. Food Quality:

Ensure consistent taste ,texture , and presentation across all locations.

15. Menu Variety:

Introduce new and innovative menu items to cater to diverse tastes and dietary

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preferences.
16. Speed of Service:
Optimize drive-thru and in-store service to reduce wait times.
17. Cleanliness:
Maintain high standards of restaurant cleanliness and hygiene.
18. Value for Money:
Offer competitive pricing, promotions, and deals.
19. Online Ordering and Delivery:
Enhancethedigitalexperiencewitheasierordering,tracking,andfaster delivery.
20. Restaurant Ambiance:
Create a wel comeing and comfortable dining environment.
21. Feedback Mechanism:
Encourage customer feedback and act on suggestions.
22. Loyalty Program:
Develop a rewarding loyalty program to retain customers.

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5.3 CONCLUSION
Planning and scheduling play important part in KFC Corporation. Proper and
efficient planning and suitable schedule had successfully allowed KFC’s name and
business to expand and spread worldwide. With an excellent products as well as
KFC’s ability in providing their customers with new and fresh products, KFC is able
to maintain their success in a long term. The collaboration and cooperation between
each department such as product development, engineering, food safety/quality
assurance and supply logistic are vital in order to ensure every KFC’s restaurants are
able to serve the great taste of products to their customers

KFC, or Kentucky Fried Chicken, is a global fast-food chain renowned for its fried
chicken.Itwasfoundedin1952byColonelHarlandSandersandhasgrownto

become a major player in the quick-service restaurant industry. The company is

known for its distinctive recipe of 11 herbs and spices and its focus on fried chicken,
though it also offers other menu items. KFC's success can be attributed to its strong
brand identity, consistent product quality, and ability to adapt to local tastes around
the world.

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Bibliography
BOOKS:

 Kenneth E Clow & Donald Back, Integrated Advertising, Promotion &

Marketing Communications, Pearson, 2012 Edition.
 George Belch & Michael Belch, An Integrated Marketing Communications
Perspective, McGraw Hill Education, 2010 Edition.
 Consumer Behavior: Perspectives, Findings and Explanations (Paperback)by
John O'Shaughnessy Publisher: Palgrave MacMillan Released: 2013
MacMillan
 Consumer Behavior by Leon G Schiffman, Leslie Lazar Kanuk, ISBN
8131731567, 2013.

JOURNALS:

 Sandeep Singh Chib, “ Relationship matrix between customer satisfaction

and service quality in fast food industry - A comparative study of KFC and
McDonalds”, International Journal of Retailing & Rural Business
Perspectives, Volume 1, Number 1, July -September 2012.
 Kinnarry Thakkar and Mrunmayee R. Thatte, “Consumer Perceptions of
Food Franchise: A Study of McDonald’s and KFC”, International Journalof
Scientific and Research Publications, Volume 4, Issue 3, March 2014, Pp 1 –
5.
 Vanishree, M and Shanthi, L, A Study on Customer Awareness and
Satisfaction Towards Kentucky Fried Chicken(KFC)in Coimbatore, Global
Research analysis, Volume 2, issue 1, Jan 2013, Pp 141 -144.

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WEBREFERENCES:
http://www.slideshare.net/shahkarizma/kfc-vs-macdonald-
worldhttp://www.slideshare.net/chindatouy/mcdonald-vs-kfc
https://stacy2011.wordpress.com/2011/11/08/McDonalds-vs-
kfc/http://www.ukessays.com/essays/marketing/customer-satisfaction-
towards-theservices-of-kfc-marketing-essay.php

https://www.franchisehelp.com/industry-reports/fast-food-industry-report/

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QUESTIONNAIRE
Respected Sir /Madam,

I’ am Pradeep M C student of 3rdB.Com, Kuvempu University, under graduate

Centre shivamogga. I am conducting research survey on the topic entitled “A Study
On Customer Satisfaction Towards KFC” under the guidance of Pavan kumar
Lecturer Department of commerce Kuvempu University UG Centre Shivamogg at his
project is taken as partial requirements of the completion ofB.com degree.

So, kindly request you to please spend your valuable time to answer this
questionnaires the information provided by you will be used straights for research
purpose only.

Thanking you

You’re faithfully

Pradeep M C

1 .Name:

2. Address:

3. Age

a. Upto19years ( )

b. 20to30years ( )

c. 30to40years ( )

d. Above50years ( )

2. Gender

a. Male ( )

b. Female ( )

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3. Qualification

a. Up to SSLC ( )

b. PUC ( )

c. Degree or Graduation ( )

d. Other ( )

4. Do you like fast food?

a. Yes ( )
b. No ( )
5. Which kind of fast food you buy more after
a. pizza ( )
b. sandwish ( )
c. burgar ( )
6. how after do you visit KFC
a.occasionally ( )
b.month ( )
c.weekly ( )
7. Do you think KFC product prices reasonable?
a. yes ( )
b. no ( )
8. you after visit KFC?
a. alone ( )
b. family ( )
c. friends ( )

9. Do you recommend to your friends & family to visit KFC?

a. yes ( )

b. no ( )

10. Do you think dine out performance of KFC is good?

a. Strongly disagree ( )

b. disagree ( )

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c.natural ( )
d.dagree ( )

Rate your level of satisfaction for KFC on the following Attributes1

Highly Dissatisfied Neutral Satisfied Highly
Dissatisfied Satisfied

Taste 1( ) 2( ) 3( ) 4( ) 5( )

Price 1( ) 2( ) 3( ) 4( ) 5( )

Service 1( ) 2( ) 3( ) 4( ) 5( )
Quality

Cleanliness 1( ) 2( ) 3( ) 4( ) 5( )

Variety 1( ) 2( ) 3( ) 4( ) 5( )

Packaging 1( ) 2( ) 3( ) 4( ) 5( )
facility

Advertising 1( ) 2( ) 3( ) 4( ) 5( )
campaigns

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