CHAPTER 1

INTRODUCTION

1.1) Background to the Study

Food is any substance or materials eaten or drunk to provide nutritional support for the body or
for pleasure. It usually consists of plant or animal origin that contains essential nutrients, such as
carbohydrates, fats, proteins, vitamins, or minerals, and is ingested and assimilated by an
organism to produce energy, stimulate growth, fishing, known as agriculture. Today, most of the
food energy consumed by the world population is supplied by the food industry operated by
multinational corporations using intensive farming and industrial agriculture methods.

Food safety and food security are monitored by agencies such as the International Association
for Food Protection, World Resources Institute, World Food Programme, Food and Agriculture
Organization, and International Food Information Council. They address issues such as
sustainability, biological diversity, climate change, nutritional economics, population growth,
water supply and access to food.

A) Food sources: Almost all foods are of plant or animal origin. Cereal grain is a staple food
that provides more food energy worldwide than any other type of crop. Maize, wheat and rice
together account for 87% of all grain production worldwide.

i) Plants: Many plants or plant parts are eaten as food. There are around 2,000 plant species
which are cultivated for food, and many have several distinct cultivars. Seeds of plants are a
good source of food for animals, including humans because they contain nutrients necessary for
the plant's initial growth, including many healthy fats, such as Omega fats. In fact, the majority
of foods consumed by human beings are seed-based foods. Edible seeds include cereals (such as
maize, wheat, and rice), legumes (such as beans, peas, and lentils), and nuts. Oilseeds are often
pressed to produce rich oils, such as sunflower, flaxseed, rapeseed (including canola oil), and
sesame.

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Fruits are the ripened ovaries of plants, including the seeds within. Many plants have evolved
fruits that are attractive as a food source to animals, so that animals will eat the fruits and excrete
the seeds some distance away. Fruits, therefore, make up a significant part of the diets of most
cultures. Some botanical fruits, such as tomatoes, pumpkins and eggplants, are eaten as
vegetables. Vegetables are a second type of plant matter that is commonly eaten as food. These
include root vegetables (such as potatoes and carrots), leaf vegetables (such as spinach), and
stem vegetables (such as bamboo shoots).Many herbs and spices are highly flavorsome
vegetables.

ii) Animals: Animals are used as food either directly or indirectly by the products they
produce. Meat is an example of a direct product taken from an animal, which comes from either
muscle systems or from organs. Food products produced by animals include milk which in many
cultures is drunk or processed into dairy products such as cheese or butter. In addition birds and
other animals lay eggs, which are often eaten, and bees produce honey, which is a popular
sweetener in many cultures. Some cultures and people do not consume meat or animal food
products for cultural, dietary, health, ethical, or ideological reasons. Vegetarians do not consume
meat.

Now a day many restaurants and fast food chain are there like KFC, Arby’s, Boston Market,
Burger King, Cajun Operating Company, Chick-fil-A, CKE Restaurants, Subway, Dairy Queen,
Jack in the Box, McDonald’s, Popeye’s, Quiznos, Sonic Corp. and Wendy’s, Wimpy, Square
Pie, Easy Pizza, McDonalds, Taco Bell etc.
In India fast food industry is growing at a very high rate because in this modern world people are
very fond of eating at restaurants. They just want something which should available to them
easily in no seconds of time. There are many fast food restaurants such as KFC, McDonalds,
Subway, Pizza hut, Dominos, Wimpy, 7days etc.

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 MCDONALD’S

1.2) Introduction of McDonald’s: McDonald's Corporation is the world's largest chain

of hamburger fast food restaurants, serving more than 58 million customers daily. A McDonald's
restaurant is operated by a franchisee, an affiliate, or the corporation itself. The corporation's
revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in
company-operated restaurants. McDonald's revenues grew 27% over the three years ending in
2007 to $22.8 billion, and 9% growth in operating income to $3.9 billion.

McDonald's primarily sells hamburgers, cheeseburgers, chicken products, French fries, breakfast
items, soft drinks, shakes, and desserts. In response to obesity trends in Western nations and in
the face of criticism over the healthiness of its products, the company has modified its menu to
include alternatives considered healthier such as salads, wraps and fruit

a) History of McDonald’s. It still exists at most of the restaurants. The business began in
1940, with a restaurant opened by brothers Richard and Maurice McDonald in San Bernardino,
California. Their introduction of the "Speedee Service System" in 1948 established the principles
of the modern fast-food restaurant. The original mascot of McDonald's was a man with a chef's
hat on top of a hamburger shaped head whose name was "Speedee." Speedee was eventually
replaced with Ronald McDonald by 1967 when the company first filed a U.S. trademark on a
clown shaped man having puffed out costume legs.

McDonald's first filed for a U.S. trademark on the name McDonald's on May 4, 1961, with the
description "Drive-In Restaurant Services," which continues to be renewed through the end of
December 2009. In the same year, on September 13, 1961, the company filed a logo trademark
on an overlapping, double arched "M" symbol. The overlapping double arched "M" symbol logo
was temporarily disfavored by September 6, 1962, when a trademark was filed for a single arch,

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shaped over many of the early McDonald's restaurants in the early years. The modern double
arched "M" symbol that continues to be in use today at McDonald's restaurants did not appear
until November 18, 1968, when the company filed a U.S. trademark on the now famous symbol
that continues to be in use through the end of the year 2009.

The first McDonald's restaurants opened in the United States, Canada, Costa Rica, Panama,
Japan, the Netherlands, Germany, Australia, France, El Salvador and Sweden, in order of
openings. With the expansion of McDonald's into many international markets, the company has
become a symbol of globalization and the spread of the American way of life. Its prominence has
also made it a frequent topic of public debates about obesity, corporate ethics. The McDonald's
headquarters complex, McDonald's Plaza, is located in Oak Brook, Illinois. It sits on the site of
the former headquarters and stabling area of Paul Butler, the founder of Oak Brook. McDonald's
moved into the Oak Brook facility from an office within the Chicago Loop in 1971.

b) Advertising

McDonald's has for decades maintained an extensive advertising campaign. In addition to the
usual media (television, radio, and newspaper), the company makes significant use of billboards
and signage, sponsors sporting events ranging from Little League to the Olympic Games, and
makes coolers of orange drink with their logo available for local events of all kinds. Nonetheless,
television has always played a central role in the company's advertising strategy. To date,
McDonald's has used 23 different slogans in United States advertising, as well as a few other
slogans for select countries and regions. At times, it has run into trouble with its campaigns.

c) Business model

McDonald's Corporation earns revenue as an investor in properties, a franchiser of restaurants,

and an operator of restaurants. Approximately 15% of McDonald's restaurants are owned and
operated by McDonald's Corporation directly. The remainders are operated by others through a
variety of franchise agreements and joint ventures. The McDonald's Corporation's business
model is slightly different from that of most other fast-food chains. In addition to ordinary
franchise fees and marketing fees, which are calculated as a percentage of sales, McDonald's

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may also collect rent, which may also be calculated on the basis of sales. As a condition of many
franchise agreements, which vary by contract, age, country, and location, the Corporation may
own or lease the properties on which McDonald's franchises are located. In most, if not all cases,
the franchisee does not own the location of its restaurants. The UK business model is different, in
that fewer than 30% of restaurants are franchised, with the majority under the ownership of the
company. McDonald's trains its franchisees and others at Hamburger University in Oak Brook,
Illinois. In other countries, McDonald's restaurants are operated by joint ventures of McDonald's
Corporation and other, local entities or governments.

As a matter of policy, McDonald's does not make direct sales of food or materials to franchisees,
instead organizing the supply of food and materials to restaurants through approved third party
logistics operators. According to Fast Food Nation by Eric Schlosser (2001), nearly one in eight
workers in the U.S. have at some time been employed by McDonald's. The book also states that
McDonald's is the largest private operator of playgrounds in the U.S., as well as the single largest
purchaser of beef, pork, potatoes, and apples. The selection of meats McDonald's uses varies
with the culture of the host country.

1.3) History of KFC

KFC

KFC Corporation (KFC), founded and also known as Kentucky Fried Chicken, is a chain of
fast food restaurants based in Louisville, Kentucky, in the United States. KFC primarily sells
chicken pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also
offers a line of grilled and roasted chicken products, side dishes and desserts. Outside North
America, KFC offers beef based products such as hamburgers or kebabs, pork based products
such as ribs and other regional fare.

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The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952,
though the idea of KFC's fried chicken actually goes back to 1930. The company adopted the
abbreviated form of its name in 1991. Starting in April 2007, the company began using its
original name, Kentucky Fried Chicken, for its signage, packaging and advertisements in the
U.S. as part of a new corporate re-branding program, newer and remodeled restaurants will have
the new logo and name while older stores will continue to use the 1980s signage. Born and raised
in Henryville, Indiana, Sanders passed through several professions in his lifetime. Sanders first
served his fried chicken in 1930 in the midst of the Great Depression at a gas station he owned in
North Corbin, Kentucky. The dining area was named "Sanders Court & Café" and was so
successful that in 1936 Kentucky Governor Ruby Laffoon granted Sanders the title of honorary
Kentucky Colonel in recognition of his contribution to the state's cuisine. The following year
Sanders expanded his restaurant to 142 seats, and added a motel he bought across the street.
When Sanders prepared his chicken in his original restaurant in North Corbin, he prepared the
chicken in an iron skillet, which took about 30 minutes to do, too long for a restaurant operation.
In 1939, Sanders altered the cooking process for his fried chicken to use a pressure fryer,
resulting in a greatly reduced cooking time comparable to that of deep frying.

The Sanders Court & Café generally served travelers, often those headed to Florida, so when the
route planned in the 1950s for what would become Interstate 75 bypassed Corbin; he sold his
properties and traveled the U.S. to sell his chicken to restaurant owners. The first to take him up
on the offer was Pete Harman in South Salt Lake, Utah; together, they opened the first
"Kentucky Fried Chicken" outlet in 1952. By the early 1960s, Kentucky Fried Chicken was sold
in over 600 franchised outlets in both the United States and Canada. One of the longest-lived
franchisees of the older Col. Sanders' chicken concept, as opposed to the KFC chain, was the
Kenny Kings chain. The company owned many Northern Ohio diner-style restaurants, the last of
which closed in 2004.

Sanders sold the entire KFC franchising operation in 1964 for $2 million USD, equal to
$14,027,987 today. Since that time, the chain has been sold three more times: to Heublein in
1971, to R.J. Reynolds in 1982 and most recently to PepsiCo in 1986, which made it part of its
Tricon Global Restaurants division, which in turn was spun off in 1997, and has now been
renamed to Yum! Brands. Additionally, Colonel Sanders' nephew, Lee Cummings, took his own

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Kentucky Fried Chicken franchises (and a chicken recipe of his own) and converted them to his
own "spin-off" restaurant chain, Lee's Famous Recipe Chicken.

a) Products Packaging

The famous paper bucket that KFC uses for its larger sized orders of chicken and has come to
signify the company was originally created by Wendy's restaurants founder Dave Thomas.
Thomas was originally a franchisee of the original Kentucky Fried Chicken and operated several
outlets in the Columbus, Ohio area. His reasoning behind using the paper packaging was that it
helped keep the chicken crispy by wicking away excess moisture. Thomas was also responsible
for the creation of the famous rotating bucket sign that came to be used at most KFC locations in
the US.

b) Menu items

Chicken

• KFC's specialty is fried chicken served in various forms. KFC's primary product is
pressure-fried pieces of chicken made with the original recipe. The other chicken
offering, extra crispy, is made using a garlic marinade and double dipping the chicken in
flour before deep frying in a standard industrial kitchen type machine.
• Kentucky Grilled Chicken – This marinated grilled chicken is targeted towards health-
conscious customers. It features marinated breasts, thighs, drumsticks, and wings that are
coated with seasonings before being grilled. It has less fat, calories, and sodium than the
Original Recipe fried chicken. Introduced in April 2009.
• KFC has two lines of sandwiches: its "regular" chicken sandwiches and its Snackers line.
The regular sandwiches are served on either a sesame seed or corn dusted roll and are
made from either whole breast fillets (fried or roasted), chopped chicken in a sauce or
fried chicken strips. The Snackers line are value priced items that consist of chicken
strips and various toppings. In the UK, Australia and New Zealand, sandwiches are
referred to as "burgers"; there is the chicken fillet burger (a chicken breast fillet coated in
an original-recipe coating with salad garnish and mayonnaise) and a Zinger Burger (as

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 with the former but with a spicier coating and salsa). Both of these are available as
"tower" variants, which include a slice of cheese and a hash brown.
o KFC considers its Double Down product a sandwich in spite of containing no
bread.
• A variety of smaller finger food products are available at KFC including chicken strips,
wings, nuggets and popcorn chicken.
• Several pies have been made available from KFC. The Pot Pie is a savory pie made with
chicken, gravy and vegetables
• The KFC Twister is a wrap that consists of either chicken strips or roasted chicken.
• KFC Fillers are a 9 in (23 cm) sub, available in four varieties over the summer period in
Australia.
• Shish kebab – in several markets KFC sells kebabs.
• Kentucky Barbecued Chicken – barbecued chicken dipped in the original recipe

Other products

• In some international locations, KFC may sell hamburgers, pork ribs or fish.
• Some international locations also may sell KFC 'Mashies' - balls of mashed potato
cooked in original recipe batter.
• Three types of salads (which can be topped with roasted or fried chicken) are available.
• Zinger Burger
• Chili Cheese Fries
• Parfait desserts – "Little Bucket Parfaits" in varieties such as Fudge Brownie, Chocolate
Crème (once called the Colonel's Little Fudge Bucket), Lemon Crème and Strawberry
Shortcake are available at most locations in the US.
• Sara Lee Desserts – Available in either Cookies and Cream Cheesecake or Choc Caramel
Mousse.
• Krushers, available in Australia, South Africa and New Zealand. These are drinks
containing "real bits". They include "classic krushers", "smoothie krushers" and "fruit
krushers". Selected outlets are now equipped with "Krushbars" to serve these drinks.

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Nutritional value

KFC formerly used partially hydrogenated oil in its fried foods. This oil contains relatively high
levels of Trans fat, which increases the risk of heart disease. The Center for Science in the Public
Interest (CSPI) filed a court case against KFC, with the aim of making it use other types of oils
or make sure customers know about trans fat content immediately before they buy food.

In October 2006, KFC announced that it would begin frying its chicken in trans fat-free oil. This
would also apply to their potato wedges and other fried foods, however, the biscuits, macaroni
and cheese, and mashed potatoes would still contain trans fat. Trans fat-free soybean oil was
introduced in all KFC restaurants in the U.S. by April 30, 2007.

c) Advertising

Early television advertisements for KFC regularly featured Colonel Sanders licking his fingers
and talking to the viewer about his secret recipe, and by the 1960s both the Colonel and the
chain's striped bucket had become well-known. Despite his death in 1980, Sanders remains a key
symbol of the company in its advertising and branding. Before he became a platinum-selling pop
star in the 1970s, Barry Manilow sang the commercial jingle "Get a Bucket of Chicken", which
was later included on Barry Manilow Live as part of "A Very Strange Medley."

Throughout the mid 1980s, KFC called on Will Vinton Studios to produce a series of humorous
ads. These most often featured a cartoon-like chicken illustrating the poor food quality of
competing food chains, mentioning prolonged freezing and other negative aspects. In 1997, KFC
briefly re-entered the NASCAR Winston Cup Series as sponsor. By the late 1990s, the stylized
likeness of Colonel Sanders as the KFC logo had been modified. KFC ads began featuring an
animated version of "the Colonel" voiced by Randy Quaid with a lively and enthusiastic attitude.
He would often start out saying "The Colonel here!" and moved across the screen with a cane in
hand. The Colonel was often shown dancing, singing, and knocking on the TV screen as he
spoke to the viewer about the product. The animated Colonel is uncommon today. Still using a
humorous slant, the current KFC campaign revolves mostly around customers enjoying the food.
In 2006, KFC claimed to have made the first logo visible from outer space. KFC says "It marked

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the official debut of a massive global re-image campaign that will contemporize 14,000-plus
KFC restaurants in over 80 countries over the next few years." The logo was built from 65,000
one-foot-square tiles, and it took six days on site to construct in early November. .Many KFC
locations are co-located with one or more of Yum! Brands restaurants, Long John Silver's, Taco
Bell, Pizza Hut, or A&W Restaurants. Many of these locations behave like a single restaurant,
offering a single menu with food items from both restaurants. One of KFC's latest advertisements
is a commercial advertising its "wicked crunch box meal". The commercial features a fictional
black metal band called "Helvetica" performing live, the lead singer then swallows fire. The
commercial then shows the lead singer at a KFC eating the "wicked crunch box meal" and saying
"Oh man that is hot”. In 2007, the original, non-acronymic Kentucky Fried Chicken name was
resurrected and began to reappear on company marketing literature and food packaging, as well
as some restaurant signage.

In 2010, an advertisement was shown in Australia showing an Australian cricket fan giving West
Indies fans KFC chicken to keep them quiet. The ad sparked a debate over racism in the ad,
suggesting that all black people eat fried chicken. Fried chicken was eaten by black slaves
because it was cheap and easy to make. Though KFC stated that it was "misinterpreted by a
segment of people in the US” the ad was later pulled from TV. However, several Australian
commentators have expressed the opinion that the ad is not racist, because this is not a racial
stereotype in Australia and the cricket fans in the ad are not African American, but West Indies
cricket supporters (the West Indies cricket team was playing a Test cricket series against the
Australian cricket team at the time of the ad).

Objectives of the study

• To compare the KFC and McDonald’s food brand

• To study the brand awareness of KFC and McDonald’s food brand.
• To study the factors which generally affect customers while purchasing the KFC
and McDonald’s food items
• To study the satisfaction level towards the KFC and McDonald’s food brand.

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 CHAPTER 2
REVIEW OF LITERATURE
After the introduction of the research I have collected the literature in this chapter. It includes the
research which has already been done by someone.

RESEARCH BY (2009): Stacey Ackerman, Tom Bass, Juliette Burguieres, Brian Cash
They analyzed the market situation that KFC is facing in terms of Company/Product,
Competition, and Consumers. They provided their own insights as to why they saw certain trends
or patterns. Then, they conducted a survey targeting college students to understand the market.
They focused on the health perceptions for consumers of KFC, their products, their competition
and competition’s products. They analyzed that where KFC stood in terms of their competition,
they went out to find out how they compared to other fast food restaurants in pricing. Most
people when asked in the surveys said they thought McDonald’s had the best value. Their
respondents put great emphasis on this saying that value and convenience were the two main
things they typically look for when going out for fast food. When asked about KFC’s pricing,
many said that compared to their competitors KFC was a little overpriced. For the most part,
they said since KFC also gives a lot of food in their meals that they would probably get KFC
only if they were going to be eating with a group of people as opposed to just for themselves.

In this research they also analyzed about that the people are aware of new, healthier options at
KFC but they came to knew that many respondents did not know that KFC does in fact offer
healthier grilled chicken. The few people who were aware of this fact were the ones who visited
the restaurant more regularly. Respondents said they would be more likely to go to KFC if they
knew about the grilled chicken sandwiches. They gathered from these statements is that KFC in
their advertising needs to make more of an effort to promote their healthier options, and just put
more emphasis on health in general. This would help them to widen their customer base.

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 CHAPTER 3
RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It is a science of

studying how research is done scientifically and identifiably.

• Research Design: Research design is an arrangement of the conditions analysis of the

data in such a manner that aims to combine relevance to the research purpose with the
economy in procedure. The research design is descriptive in nature in this research since
the research laid emphasis on the satisfaction levels of consumers of Ludhiana with special
context to KFC and McDonald’s brands.

• Sampling Technique: Sampling technique is a method or technique for obtaining the

sample from the given population. Convenient sampling technique is selected under
which every item in the universe has an equal chance of inclusion but according to the
convenience of the study a relevant number of viewers are to be taken.

• Data collection: The data collection would be

 Primary data- Questionnaire

 Secondary data- Internet

• Population: Consumers of Ludhiana city are under my research and hence make my
sampling design.

• Sampling unit: Each individual respondent under my research constitutes my sampling

unit.

• Sample Size: Sample size under my researches going to be 50.

• Data Source: Both sources of gathering data has been used i.e. Primary as well as
Secondary. But majorly Primary Data has been put more to use.

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Limitations:

Although sincere efforts have been done to collect authentic and reliable information from the
respondents, even then the report is subject to certain limitations, which are as follows:

1. Some of the respondents were reluctant to share the information with the researcher
2. All the results and conclusions have been drawn on the basis of information provided by
the respondents, so it may lack authenticity
3. Some of the respondents being visited were preoccupied with their routine work, so
sometimes it was very difficult to obtain information from them.
4. The availability of literature was less.
So this was the research methodology in which I have defined all the sample size, sample unit,
research design and various limitations of the study.

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 CHAPTER 4

DATA PRESENTATION AND ANALYSIS

In this chapter I have done the analysis of the data after making the research methodology.

Table 4.1: Gender of the Respondents

Gender Male Female Total

No. of respondents 37 13 50

Percentage 74% 26% 100

This clear from the above table that in this research 74% of the total respondents are males and
26% are females.

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Interpretation: From the above chart it is clear that male respondents are more than the female
it may be because the males mostly prefer to go more outside as compare to the females.

Table4.2 Percentage and of people to which age group they belong.

Age Below 18 18-25 Above 25 Total

Respondents - 44 6 50

Percentage - 88% 12% 100

The above graph shows that 88% belongs to 18-25 and 12% belongs to above 25. Out of 50
respondents 44 were in the age group 18-25 which shows highest in numbers.

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Interpretation: From the above figure and graph it is clear that the highest numbers of
respondents are the youth or we can say youngsters because the youth is very fond of going out
and they visit the restaurants very frequently.

Table 4.3 People visit restaurant after how many days.

Daily After 2 days Once a week Once a month Total

_ 4 33 13 50

0% 8% 66% 26% 100

The above chart shows that 8% visits after 2 days, 66% visits once a week and 26% visits once a
month. It shows that no one visit restaurant daily.

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Interpretation: From the above chart we can interpret that most of the people like to visit
restaurants once a week and mostly prefer to go restaurants on weekends. Few peoples also visit
once a month but there is very less no. of people who visit it after 2 days or daily.

Table4.4 People’s awareness towards the brands

Brands KFC McDonald’s Others Total (138)

Responses
Responses 50 50 38 138

Percentage 36.23% 36.23% 27.54% 100%

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Out of 50 respondents all are aware of KFC and McDonald’s and 38 of them are aware of others
brands also such as Subway, Pizza Hut, Dominos, Burger King, Taco Bell etc.

Interpretation: Now a day’s everyone is mostly aware of many of the fast food restaurants, in
this research all the respondents were aware of both KFC and McDonald’s and even many of
them also knew about other brands like Pizza Hut, Dominos, Subway etc.

Table4.5 KFC is a food brand which provides nutritious food to its customers.

Strongly Disagree Neutral Agree Strongly agree Total

disagree

4 5 12 22 7 50
8% 10% 24% 44% 14% 100

The above chart shows that 44% agree to the statement that KFC provides nutritious food, 24%
neither agree nor disagree to the statement, 14% strongly agrees, 10% disagree and 8% strongly
disagrees that KFC provides nutritious food.

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Interpretation: Most of the people agree to the statement that KFC provides nutritious food but
there are some peoples who strongly disagree to the statement because they don’t find KFC’s
food healthy.

Table 4.6 McDonald’s is a food brand which provides nutritious food to its
customers.

Strongly Disagree Neutral Agree Strongly Total

disagree agree
3 11 8 20 8 50

6% 22% 16% 40% 16% 100

The above chart shows that 40% agree to the statement that McDonald’s provides nutritious
food, 16% neither agree nor disagree to the statement, 16% strongly agrees, 22% disagree and
6% strongly disagrees that McDonald’s provides nutritious food.

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Interpretation: From the above chart it is interpreted that many people agree McDonald’s
provide nutritious food but many of the people disagree to the statement because they says that
food provided by McDonald’s is not healthy.

Table4.7 Factors which customers consider while purchasing the food items of
KFC brands.
1(most 2 3 4 5(least Total
imp) imp)

Taste 42% 34% 14% 8% 2% 100

Price 16% 12% 26% 22% 24% 100

Quality 34% 40% 16% 8% 2% 100

Quantity 4% 6% 18% 32% 40% 100

Service 6% 10% 22% 32% 30% 100

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Interpretation: The above chart shows most of people consider taste most important factor
followed by quality then price, service and quantity is considered as the least important factor by
the respondents.

Table4.8 Factors which customers consider while purchasing the food items of
McDonald’s brands.

1(most 2 3 4 5(least Total

imp) imp)

Taste 34% 34% 24% 6% 2% 100

Price 36% 14% 14% 14% 22% 100

Quality 20% 32% 28% 14% 6% 100

Quantity 2% 10% 22% 34% 32% 100

Service 6% 10% 12% 36% 36% 100

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Interpretation: The above chart shows most of people consider price the most important factor
followed by taste then quality, service and quantity is considered as the least important factor by
the respondents.

Table4.9 Affect of advertisement on the following brands.

Yes Percentage No Percentage

KFC 34 68% 16 32%

McDonald’s 39 78% 11 22%

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The above graph shows that advertisement plays a very important role towards these brands. Out
of 50 respondents 34 say that yes advertisement affect them in case of KFC and 39 in case of
McDonald’s.

Interpretation: Now a day’s advertisement plays a very important role in the promotion of any
brand. In this research also advertisement affects the customers while purchasing the food items
of KFC and McDonald’s. There were very few respondents who were not affected by the
advertisement.

Table4.10 Satisfaction level towards product and services rendered by the

brands.
Yes No Total

KFC 84% 16% 100

McDonald’s 86% 14% 100

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Interpretation: The above graph shows that majority of the respondents are satisfied by the
products and services rendered by the KFC and McDonald’s. They say that the foods provided
by both the brands are very good.

Table4.11Changes wanted by customers in food and services pattern.

Yes No Total

KFC 36% 64% 100

McDonald’s 38% 62% 100

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Interpretation: The above graph shows that majority of the respondents don’t want any changes
in the food and services pattern of the KFC and McDonald’s. But many of the customers want
change in KFC and McDonald’s services pattern.

Table4.12 Rating given by the customers to the following brands.

Very poor Poor Good Excellent Total

KFC 2% 0% 62% 36% 100

McDonald’s 0% 4% 62% 34% 100

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Interpretation: Most of respondents consider both KFC and McDonald’s as good brands, but
respondent said that KFC is a very poor brand and McDonald’s is a poor brand and mostly equal
number of respondent consider it excellent brand.

CONCLUSION: This was the data interpretation of the project report in which I have analyzed
all the responses given by the each and every respondent.

CHAPTER 5
Results and Findings
After completing data analysis and presentation in my research now I have given all the results
and findings in this chapter.

• In my research I have studied 74% of males and 26% of females.

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 • In the research it was founded that the people who visit the restaurants are mostly in age
group between 18-25 years.

• The respondents who mostly visit the restaurant once a week are almost 66%. People
prefer to go restaurant once a week rather than going daily or once a month.

• In my research all the respondents were aware of both KFC and McDonald’s and even
many of them also knew about other brands like Pizza Hut, Dominos, and Subway etc.

• Most of the respondents agreed that KFC and McDonald’s both provide nutritious food.
But there was more disagreement incase of McDonald’s as compare to KFC.

• In this research in case of KFC taste is considered the most important but in case of
McDonald’s price is the most important factor a customer keep in mind while purchasing
the products.

• The affect of advertisement is more on McDonald’s as compare to KFC.

• Mostly customers of both the brands do not want any change in the food and service
pattern.

• In my research it is founded that customers of KFC and McDonald’s both are satisfied
with the products and services provided to them by the food brands.

• More number of customers considered KFC excellent then McDonald’s.

These were the various results and findings which I came to know after doing the research on
this project.

SUGGESTIONS AND RECOMMENDATION

After getting the various results now in this chapter I have given the suggestions by keeping in
mind the suggestions of the respondents also.

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 • KFC should try to give more advertisement as compared to McDonald’s.

• McDonald’s should take into consideration the masses not only the young generation in
their advertisements.

• Suggestion by the respondents and even from my side in case of McDonald’s the kitchens
of veg & non-veg should be different.

• McDonald’s should improve upon their services.

• Both should work more upon their nutrition value of food.

• KFC should bring more variety in veg products and they should focus on veg snacks as
like to non-veg snacks.

• McDonald’s should increase the quantity of its product and should try to add more non-
veg products to its menu.

• McDonald’s should have a good dealing with customers.

• KFC should try to lessen their prices and add up more to its quantity.

• KFC should focus on the kids also by providing them special offers and packages.

• Both should try to give special discounts on the festivals.

So these are the various suggestions which both the brands should follow to strengthen its
customer base.

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 BIBLIOGRAPHY

1. www.kfc.com

2. http://www.mcdonalds.ca/en/aboutus/faq.aspx.

3. History of McDonald’s- Wikipedia, the free encyclopedia

4. KFC- Wikipedia, the free encyclopedia

5. "http://en.wikipedia.org/wiki/List_of_fast_food_restaurants”

6. http://www.kfc.com

7. www.McDonalds.com

ANNEXURE
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 Questionnaire
Dear Sir / Madam

I am doing a research to know about consumer satisfaction toward KFC and McDonald’s brand
in Ludhiana city as per my topic. So, it’s my request to you to kindly cooperate with me in filling
the questionnaire. I am assuring you that information provided by you will be academic purpose
only and will not be misused anywhere.

(1) Gender of respondents

Male Female
(2) Your age group
Below 18 18-25 Above 25
(3) How often you visit to a Restaurant?
Daily After 2days once a week once a month
(4) Tick the following Food Brands you are aware of.
KFC McDonald’s others
(5) KFC is a food brand which provides nutritious food to its consumers.
Strongly Disagree
Disagree
Neither Disagree nor Agree
Agree
Strongly Agree
(6) McDonald is a food brand which provides nutritious food to its consumers.
Strongly Disagree
Disagree
Neither Disagree nor Agree
Agree
Strongly Agree

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(7) Please rank from 1 to 5 the factors while purchasing food items from following brands (1 to
most imp. And 5 to least imp)
KFC Taste Price Quality Quantity Service
McD Taste Price Quality Quantity Service
(8) Does there any affect of advertisement on the following brands?
KFC Yes No
McD Yes No
(9) Are you satisfied by the products and services rendered by the following brands?
KFC Yes No
McD Yes No
(10) Do you want any changes in the food & services pattern of the following food brands?
KFC Yes No
McD Yes No
(11) How do you rate about food brands?
KFC Very Poor Poor Good Excellent
McD Very Poor Poor Good Excellent
(12) Give your suggestions, if you want to give.

KFC……………………………………………………………………………………………
………………………………………………………………………………………………………
…….

McD…………………………………………………………………………….................................
...............................................................................................................................................................

Name……………….. Contact no: ………………………

-Thanks-

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