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DARUL IHSAN UNIVERSITY

ASSIGNMENT ON

“CONSUMER BEHAVIOR”
COURSE CODE: MKT-702

TOPICS: KENTUCY FRIED CHICKEN - KFC

Submitted To: Submitted By:

MD.IMRANUL HOQUE 1.MD.MONJURUL ISLAM

FACULTY MEMBER ID: 10014021002;MBA

DIU, SHAYMOLI CAMPUS,DHAKA


SUBMISSION DATE: 21ST AUGUST,2010
KFC HISTORY-AT-A-GLANCE

9TH September,1890

Harland Sanders is born just outside Henryville, Indiana.

1900-1924

Harland Sanders holds a variety of jobs including: farm hand, streetcar conductor,
army private in Cuba, blacksmith's helper, railyard fireman, insurance salesman, tire
salesman and service station operator for Standard Oil.

1930

In the midst of the depression, Harland Sanders opens his first restaurant in the
small front room of a gas station in Corbin; Kentucky.Sanders serves as station
operator, chief cook and cashier and names the dining area "Sanders Court & Café."

1936

Kentucky Governor Ruby Laffoon makes Harland Sanders an honorary Kentucky


Colonel in recognition of his contributions to the state's cuisine.

1937

The Sanders Court & Café adds a motel and expands the restaurant to 142 seats.

1939

The Sanders Court & Café is first listed in Duncan Hines' "Adventures in Good
Eating."Fire destroys The Sanders Court & Café, but it is rebuilt and reopened. The
pressure cooker is introduced. Soon thereafter Colonel Sanders begins using it to fry
his chicken to give customers fresh chicken, faster.

1940

Birthdates’ of the Original Recipe

1949

Sanders marries Claudia Price.

1952

The Colonel begins actively franchising his chicken business by travelling from town
to town and cooking batches of chicken for restaurant owners and employees. The
Colonel awards Pete Harman of Salt Lake City with the first KFC franchise. A

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handshake agreement stipulates a payment of a nickel to Sanders for each chicken
sold.

1955

An interstate highway is built to bypass Corbin, Kentucky. Sanders sells the service
station on the same day that he receives his first social security check for $105. After
paying debts owed, he is virtually broke. He decides to go on the road to sell his
Secret Recipe to restaurants.

1957

Kentucky Fried Chicken first sold in buckets

1964

Kentucky Fried Chicken has more than 600 franchised outlets in the United States,
Canada and the first overseas outlet, in England.

Sanders sells his interest in the U.S. company for $2 million to a group of investors
headed by John Y. Brown Jr., future governor of Kentucky. The Colonel remains a
public spokesman for the company.

1965

Colonel Sanders receives the Horatio Alger Award from the American Schools and
Colleges Association.

1966

The Kentucky Fried Chicken Corporation goes public.

1969

The Kentucky Fried Chicken Corporation is listed on the New York Stock Exchange.

1971

More than 3,500 franchised and company-owned restaurants are in worldwide


operation when Heublein Inc. acquires KFC Corporation.

1976

An independent survey ranks the Colonel as the world's second most recognizable
celebrity.

1979

KFC cooks up 2.7 billion pieces of chicken. There are approximately 6,000 KFC
restaurants worldwide with sales of more than $2billion.

12th June,1980

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Colonel Harland Sanders, who came to symbolize quality in the food industry, dies
after being stricken with leukemia. Flags on all Kentucky state buildings fly at half-
staff for four days.

1982

Kentucky Fried Chicken becomes a subsidiary of R.J. Reynolds Industries, Inc. (now
RJR Nabisco, Inc.) when Heublein, Inc. Is acquired by Reynolds.

1997

PepsiCo, Inc. announces the spin-off of its quick service restaurants - KFC, Taco
Bell and Pizza Hut - into Tricon Global Restaurants, Inc.

2002

Tricon Global Restaurants, Inc., the world's largest restaurant company, changes its
corporate name to YUM! Brands, Inc. In addition to KFC, the company owns A&W®
All-American Food® Restaurants, Long John Silver’s®, Pizza Hut® and Taco Bell®
restaurants.

2006

More than a billion of the Colonel's "finger lickin' good" chicken dinners are served
annually in more than 80 countries and territories around the world.

Overview of KFC:
KFC Corporation, based in Louisville, Kentucky, is the world's most popular chicken
restaurant chain, specializing in Original Recipe®, Extra Crispy®, Kentucky Grilled
Chicken™ and Original Recipe Strips with home-style sides, Honey BBQ Wings, and
freshly made chicken sandwiches.

Every day, more than 12 million customers are served at KFC restaurants in 109
countries and territories around the world. KFC operates more than 5,200
restaurants in the United States and more than 15,000 units around the world. KFC
is world famous for its Original Recipe® fried chicken -- made with the same secret
blend of 11 herbs and spices Colonel Harland Sanders perfected more than a half-
century ago. Customers around the globe also enjoy more than 300 other products --
from Kentucky Grilled Chicken in the United States to a salmon sandwich in
Japan.KFC is part of Yum! Brands, Inc., the world's largest restaurant company in
terms of system restaurants, with more than 36,000 locations around the world. The
company is ranked #239 on the Fortune 500 List, with revenues in excess of $11
billion in 2008.

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World Famous Menu of KFC:

Why we're famous.

KFC made portable. Sweet Southern


cooking.

Hardly second fiddle. Please the picky.

Something a little Variety Big Box Meal


greener. for people on the go.

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Better-for-you option
with the KFC. Colonel's Secret
Recipe.

So crunchy, it's loud. Juicy bone-in or


boneless wings.

Tender, crispy
Eleven herbs & chicken strips.
spices on
tender boneless
strips.

Bite-sized KFC . A warm home-style

Build your own.


Something for
everyone.

Wages and working conditions

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Balmoral KFC workers and allies picketing the store. In New Zealand, KFC youth
workers earn NZ$10.13 an hour. Staff at the Balmoral, Auckland store went on strike
for two hours on December 3, 2005 after Restaurant Brands, the franchise holder,
offered no wage increase in contract negotiations. In March 2006, Restaurant
Brands agreed to phase out youth rates in New Zealand, although no date was set.
Many stores in western Canada are unionized with the Canadian Auto Workers, and
as a result many non-franchise stores in western Canada pay higher than minimum
wage.

KFC In Bangladesh

KFC stands for high quality fast food in a popular array of complete meals to enrich
the consumer’s everyday life. KFC strives to serve great tasting, “finger lickin good”
chicken meals that enable the whole family to share a fun. Uninhibited and
thoroughly satisfying eating experience, with same convenience and affordability of
ordinary Quick Service Restaurants.

Transcom Foods Limited, a concern of Transcom Group is the franchisee of KFC in


Bangladesh. The first ever KFC restaurant has been opened in September at
Gulshan, Dhaka with a seating capacity of 178 persons. In the coming days, KFC
plans roll out more restaurants in Bangladesh

Helpful Tips:
The more, the merrier, when everyone's enjoying KFC. Below are several ways you
can bring more people to the table, or park, than ever before.

Chicken isn't the only food Colonel Sanders cooked to


perfection. Enjoy some delicious, Southern-style comfort
food recipes from the icon himself.

Family reunions are a great way to bring everyone together.


Learn about current trends, get planning tips and read
some useful advice from those with experience.

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For any size get-together, KFC is a delicious, easy way to
keep everyone smiling. Find out how to include the perfect
party food in your plans and make every gathering great.

KFC and the park go together like mashed potatoes and


gravy. Get picnic planning tips from etiquette maven Peggy
Post, heir of Emily Post.

Contact with KFC:


If you need more info, or just want to give KFC some much appreciated feedback,
please give us a shout.

Online Customer Comment Forms


U.S. Feedback (Continental United States)
International/Hawaii/Canada Feedback (outside the Continental United States)

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KFC's Corporate Address for Customer Comments
P.O. Box 725489
Atlanta, GA 31139

Customer Satisfaction Numbers


U.S. - 1-800-225-5532
Canada - 1-866-664-5696

Questions Concerning KFC Gift Check Ordering


1-800-544-5774 ext.8360 ext.326

KFC Corporate Sponsorship & Donation Requests


Attn: Community Relations
1900 Colonel Sanders Lane
Louisville, KY 40213

Main branch in Bangladesh


Gulshan South, Dhaka City, Bangladesh

Real Situation of consumer Caring:


After surveying 20 consumers we got this below remarkable feedback from them

1. Critical Feedback from Consumer X:

I don't like this place much because its price is very high comparing to other same
quality restaurants. its location is very good. more over their their waiters try to
forcefully make u buy their discount coupon which creates a very unpleasant
situation.

2. Favourable Feedback from Consumer Y:

The food over here is really good - especially if you like chicken,. The Fried Chicken
is quite delicious. The meat items here are specially tasty - mostly due to their
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unique cooking style of almost roasting the meat and serving with the just right
proportion of spices. You might want to try their special dishes like the namesake
dish "Chicken" - which is actually spicy well-cooked with lots of spicy gravy. For a
classic meal - The environment and seating arrangement is a bit conjusted - but ok.
Can be quite busy during lunch time - might have trouble getting seated. On
weekends and public holidays it is advisable to not go there during lunch time- as
you might have to stand in a line to get a seat - long enough to lose your appetite.
But considering the quality of the food - it is a must try if you are a food lover.

Recommendation:
KFC is really very good but it will be better if there is some item is low price then all
type of people can take a test in KFC. It also has to increase branch that in every
states people take a taste of KFC iteams.

Conclusion:

KFC is world famous for fried chicken and chicken product. The truth is that
Kentucky Fried Chicken decides to change its name is to avoid paying license fees
to the state of Kentucky. In 1990, the state of Kentucky decides to trademark their
name, in order to reduce their accumulating debts. As a result, Kentucky Fried
Chicken have to pay a sum of money to the state for using "Kentucky".

In Nov 2006, Kentucky fried chicken finally reached an undisclosed agreement with
the state of Kentucky with regards to this issue and they are free to use their name
back again.

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