Download - Kentucky Fried Chicken
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KENTUCKY FRIED CHICKEN ( CONSUMER
BEHAVIOR )ADITYA GANJEWAR ANUPAM VADHUPPAN VIKRANT SHAHNILESH PATIL VARUN DAKE
KFC Corporation based in Louisville, Kentucky is the world’s most popular chicken restaurant.
KFC has more than 11000 restaurants in more than 80 countries and territories around the world.
KFC is part of Yum! Brands, Inc., which is the world’s largest restaurant system.
INTRODUCTION
CHICKEN DELIGHT - Chicken meal that include Original
Recipe or Hot & Crispy with fries and Pepsi.
BURGER MEALS - Very famous range of KFC burger,
Zinger meal, Zinger chicken meal and Veggie feast
meal.
BUCKET - Hot & Crispy, Original Recipe, Chicken Strips.
RICE MEAL - Veggie Rice Meal, Chicken Rice Meal.
DESSERTS - Brownie Sundae, Soft Twirl.
PRODUCTS
KFC HISTORY
PROCESS OF CONSUMER DECISION MAKING
PURCHASE DECISION
EVALUATION OFALTERNATIVES
INFORMATION SEARCH
PROBLEM RECOGNITION
BUYING VALUE
ASSESSING VALUE
SEEKING VALUE
PERCEIVING A NEED
VALUE IN CONSUMPTION
POSTPURCHASE BEHAVIOR
CONSUMER DECISION MAKING FOR KFC
The need was hunger and the immediate satisfaction of
hunger through fast food.
Mainly targeted at chicken lovers.
The traditional eating habits in India have changed.
Youngsters, now days want a hanging joint with good
food.
Growing fast food market : KFC came up as a ‘Burger
king’.
PROBLEM RECOGNITION
PERCEIVING A NEED
The Internal factors of Information Search by
consumers were : 1. Recall of advertisements/Print media. 2. Some perceived KFC as high price ,high quality.
The External factors of Information Search are: 1. Friends and Family. Public sources, including various
product-rating organizations such as Consumer Reports.
INFORMATION SEARCH
SEEKING VALUE
Comparing the food joints-Mc Donalds, Wimpey's
and KFC.
RATIONAL CHOICE : For burger or Non-Veg lovers.
ATTITUDE CHOICE: Some people perceived it as high price, high quality products at KFC
ATTRIBUTE CHOICE THEORY: By knowing the product well, as in the ingredients, hygiene factors, ambience etc.
ALTERNATIVE EVALUATION
ASSESSING VALUE
The decision of buying a product at KFC was backed by many
factors ( as known by consumer survey ).
SOCIAL SURROUNDINGS: The kind of people around i.e. Including others present when a purchase is made.
PHYSICAL SURROUNDINGS: Such as decor, music, and ambience, cleanliness etc
ANTECEDENT STATES: Which include the consumer’s mood or amount of cash on hand.
PURCHASE DECISION
BUYING VALUE
POST PURCHASE BEHAVIOR
VALUE IN CONSUMPTION OR USE
POSITIVE FEEDBACK
1. Consumers were satisfied with the taste and quality of the food.
2. Some people were even satisfied with the environment and the friendly attitude of people at cash counters.
1. Some consumers found food as bland and oily.
2. They found the chicken has been cooked earlier and kept it in warm environment.
3. One of the respondent renamed KFC as BFC(badly fried chicken).
NEGATIVE FEEDBACK
INTERNAL INFLUENCES ON
CONSUMER BEHAVIOR
For some, good food is one of the most important need because of this reason people like to try and experiment with their taste. Any new food joint is first visited by people who are internally motivated.
MOTIVATION
PERCEPTION
The people perceived KFC of international standards and created a mind set that KFC would serve food of good quality and taste.
Behavior that results from Repeated experience Thinking. Over years people have learnt about KFC from their
advertisements, their print media promotions. As KFC’s tagline “finger licking good” has made people learn that it related to good taste.
DRIVE: for good food CUES: advertising symbols, established KFC as one of food
leaders. RESPONSE: purchasing products at KFC REINFORCEMENT: repeat purchase.
LEARNING
ATTITUDE FORMATION: for years people in India have followed the same Traditional food habits. Emphasis has always been given on the nutrition content of the food. Our values and beliefs have been carried forward from ages.
ATTITUDE CHANGE: Now the emphasis is more on the taste than the Traditional nutrient values. With large no of entrants in India, the consumption pattern of people have completely changed.
With addition of good quality food in market, the mind set of people are changing and they accept these fast food joints a good place to enjoy their meals.
VALUES , BELIEFS AND ATTITUDES
As the internal factors are considered, the change is food pattern are affected by attitudes and beliefs, but there is an important factor that has constantly changed many life’s of many people.
People are now oriented towards Principles Status Action
These are governed by income, education, intelligence, energy level etc.
LIFESTYLE
EXTERNAL INFLUENCES ON
CONSUMER BEHAVIOR
Reference group is the one to which an individual refers. An individual adapts its self to the group he is in. His consumption patterns, taste, beliefs, behavior etc changes according to the group.
As the consumption pattern changes, person who was not fond of KFC may change according to eating habits of his group members. Even an individual develops a taste of his referent group.
So the group has influenced people.
REFERENCE GROUPS
The traditions followed by family are carried forward in children. Family consuming non-vegetarian food passes this attitude to their children also.
Many respondents told us that they are non-veg because of their family.
So people developed their interest of going to KFC because they are non vegetarians.
Small children go to KFC with their parent, which reflects that family plays an important role in decision making.
FAMILY INFLUENCE
KFC is targeted towards upper-middle class of society. For middle classes they have launched a segment of products at cheaper rates.
Social class is determined by Income Occupation Education
Balanced level of all three creates awareness of new products and income gives the purchasing power.
So social class forms an important part of external influence on consumers buying behavior.
SOCIAL CLASS
Different cultures have different beliefs :for some cultures Non -Vegetarian is completely prohibited (e.g. Jain culture), whereas chicken is the main food item in Punjab. Different cultures permit different beliefs and norms.
This reflects the consumption patterns of an individual
Culture is a very important factor from the view of a marketer.
As KFC entered India, they studied the India culture, the norms followed here, as in India beef is not consumed, so they did not include the beef food items in their menu.
CULTURE
VALUES REFLECTEDBY THE AD CAMPAIGN
Limited
Youth
Cleanliness
Change
VALUES
VEGETARIAN VS NON-VEGETARIAN
44%
56%
VEGETARIAN NON VEGETARIAN
FAST FOOD PREFERENCES
82%
18%
YESNO
Contents
AWARENESS
Pizza Hut
Subway
KFC
Mc Donald's
DO YOU KNOW ABOUT FAST FOOD JOINTS LIKE :
HOW OFTEN DO YOU VISIT KFC ?
PEOPLE WHO ACCOMPANY YOU ?
Contents
PROMOTIONS
Reports on TV / Print Media
Advertisements
Attracted by Food Joint
Word of Mouth
How did you come to know about KFC ?
DID YOU LIKE THE CONCEPT OF SELF SERVICE AT KFC ?
15%
85%YESNO
88%12%
YESNO
DO YOU LIKE THE FOOD SERVED AT KFC OUTLETS ?
QUALITYQUALITY
QUANTITYQUANTITY
PRICEPRICE
OTHERSOTHERS
52%
18%
10%
8%
YOU VISIT KFC FOR ?
CUSTOMER SATISFACTION
POORPOOR
AVERAGEAVERAGE
GOODGOOD
EXCELLENTEXCELLENT
4%
16%
50%
30%
HOW DO YOU FIND THE AMBIENCE OF KFC ?
AMBIENCE
L/O/G/O
Thank You!