KFC Report Final

KFC, Hubballi

Chapter – I

K.L.E. Society’s College of Business administration, Hubballi.

KFC, Hubballi

EXECUTIVE SUMMARY

Every business organization reaces to te customers troug teir goods or services. !osell te "roducts to te customers a number of activities are being "erformed. !is is called sales "romotion and it is an im"ortant function. Sales "romotion is te "erformance of businessactivities tat directs te flo# of goods and services from "roducer to te customer. $t is teactivity tat directs to satisfy te uman needs troug e%cange "rocess.

&romotion is one of te elements of mar'eting mi%. &romotion decisions are ta'ensimultaneously #it oter decisions li'e finding target grou", determining ob(ectives,budgeting for "romotion, launcing of ne# "roducts, distribution etc. &romotion is one ofte variables troug #ic information regarding "roducts or services is beingcommunicated to customers to cange teir attitude and beavior. )ar'eters are concerned#it effective utilization of "romotion*mi% to increase sales and mar'et sare. )etods of"romotion include advertising "ersonal selling, "ublicity, sales "romotion and "ac'aging.Sales &romotion is te activity tat aims directly to influence buyers to buy "roducts andincrease sales. $n sales "romotion mainly tree "arties are involved i.e. consumers, tradersand sales force. Sales "romotion refers to many 'inds of incentives and tecni+ues tat aredirected to#ards consumers, traders and sales force #it te intention to increase sales insort term...!e "ur"ose of sales"romotion is to stimulate, motivate and influence te"urcase and oter desired beavioral res"onses of te firm’s customers.

- study on Effectiveness of "romotional activities and customer "reference in "romotional activities in KFC is a survey related to revie# te literate about strategy, branding and o# sales "romotion strategy can be effective regarding increasing sales. !e main ob(ective is to identify te sales "romotion strategy set by KFC and also to study customer "references in "romotional activities and to understand customer beaviour.

!e study is based on descri"tive researc design. - +uestionnaire as been designed, to 'no# te "oint of vie# of res"ondent regarding te effect of sales K.L.E. Society’s College of Business administration, Hubballi.

KFC, Hubballi "romotion tat el"s consumers in buying decision ma'ing.!e +uestionnaire #as filled by /01 res"ondents and te data collected #as analyzed by te means of statistical tools.

$t #as found tat te main customers #o come to 'fc are students2 around 314 of te res"ondents. !e )a(or reason for a#areness about KFC is due to friends. !e main reason te res"ondent visit 'fc is because of te taste. !e "ur"ose of tis study is to come out #it te strategies to attract te yout and families. !is researc is intended to study te effectiveness of "romotional strategies ado"ted by 56) restaurants KFC in te sigt of ty"ical nature of Hubballi customers.

$t currentlyo"erates 78 outlets, #it more tan a tird aving been o"ened in 8119 Considering te fact tat $ndia as a large number of vegetarians : one in tree $ndians is a vegetarian : KFC ;srcinally Kentuc'y Fried Cic'en< re"ositioned itself as a fast*food cain serving tasty food, instead of focussing on cic'en.


KFC, Hubballi

INTRODUCTION

Consumers are te blood of any mar'eting com"any but due to te stiff com"etition and "resence of more number of "layers in te same sector te im"etus on sales "romotion "rogrammes to lure te customers into te store as become more. $n te ligt of tis situation tis study is intended to find out an asses te

relevant and

attractive "romotional strategies tat are acce"ted by te consumers. $ndian consumers are increasingly s"ending large sums, eating out #it family and friends on #ee'ends and olidays, curning u" a uge a""etite for te global +uic' service restaurant;=S>< and casual dining restaurant ;C?>< business.5oung and old $ndians can be seen devouring billions of dollars’ #ort of fast food at so""ing malls, multi"le% com"le%es, metro stations, ig#ay eateries and even in office bloc's, as te @eating out’ culture s"reads across urban $ndia. Even !ier*8 and !ier*0 cities are #itnessing tis gastronomic revolution, muc to te deligt of =S> and C?> )a(ors. -ccording to a survey conducted by -! Kearney, a global management consultancy, te $ndian =S> mar'et is gro#ing at a com"ound annual gro#t rate ;C-A>< of /1 "er cent and is e%"ected to touc te 6S 3. billion*mar' in 81//.!e fast food, or =S>, format too' off in $ndia about / years ago #it te arrival of multinational "layers suc as )c?onalds, KFC, ?omino’s &izza and &izza Hut. !ese "layers initially ad a toug time understanding te $ndian consumer, as teir ome*mar'et models did not #or' #ell in $ndia.

Dver te last decade, toug, many of tese "layers ave got teir act togeter troug a better understanding of te $ndian mar'et in te form of $ndianised menus, brea'fast menus, sit*and*eat formats and "ositioning teir outlets as destinations for family outings. KFC ;Kentuc'y Fried Cic'en< is "art of 5um Brand incor"orated #ic is te #orld’s largest restaurant com"any. 5um Brand incor"orated com"rises of  central "arts, +uic' service restaurant ;=S>< conce"ts. !e location of KFC in Hubballi go'ul roads situated in te 6rban Diasis mall #ic is aving tree more restaurants #ic e+ually attract te yout and families coming into te mall. !e "ur"ose of tis study is to come out #it te strategies to attract te yout and families. !is researc is intended to study te effectiveness of K.L.E. Society’s College of Business administration, Hubballi.

KFC, Hubballi "romotional strategies ado"ted by 56) restaurants KFC in te sigt of ty"ical nature of Hubballi customers. Some of te strategies ado"ted by KFC are ednesday offers, daily /8*0 offers etc. are tere and e%ecuted to te standards of te brand. $n te "urvie# of te Hubballi mar'et conditions and location of te restaurant as te constraints may ave been te reason for not meeting te standard #al'*in’s as com"ared to any t#o*tier cities as com"ared to KFC 56) restaurants cities.

Slo#ly and steadily te standard of living of Hubballi customers is im"roving as a result of #ic #e can see te o"ening u" of cain restaurants in te mar'et. !is also acts as one of te treats to oter brands. !e study is e%"ected to come out #it te rigt mar'eting strategies to im"rove te #al'*in’s and ence sales. !e study #as on youts #o are te ma(or target mar'et of KFC.

Currently, sales "romotion is given more em"asize tan advertising in te 6K and its gro#t as been increased by several factors includingG te "rogress to#ards relationsi" mar'eting and #ort#ile loyal customers, te a""earance of "romotion*literate consumers #o loo' for#ard to "romotions #it certain "roduct ty"es, "rice*sensitive customers loo' for value for money "romotions due to recessions, etc. ;Smit, /99<. Consumer sales "romotion are integral "art of te mar'eting mi% for many consumer "roducts. )ar'eting managers use "rice oriented "romotions suc as cou"ons, rebates, and "rice discounts to increase sales and mar'et sares.


KFC, Hubballi

INDUSTRY PROFILE

!e $ndian food industry is "oised for uge gro#t, increasing its contribution to #orld food trade every year. $ndiaIs food and beverage industry currently stands at 6S J1.0 billion and is e%"ected to touc 6S 33.0 billion by 81/, registering a gro#t of / "er cent. !e $ndian food "rocessing sector is "oised for e%cellent gro#t in te coming years. $t is ran'ed fift in terms of "roduction, consum"tion and e%"orts. -ntici"ating te future gro#t, many big international "layers are entering te $ndian mar'et by "artnering #it te domestic "layers. !ere are tremendous o""ortunities for large investments in food and food "rocessing tecnologies, s'ills and e+ui"ment, es"ecially in te areas of canning, dairy and food "rocessing, s"ecialty "rocessing, "ac'aging, frozen foodrefrigeration and termo "rocessing.

!e )inistry of Food &rocessing $ndustries is ma'ing all efforts to encourage investments in te sector, incentives for cold cain develo"ment and also grant*in*aid for setting u" laboratories tat are e+ui""ed for testing food "roducts.

!e food "rocessing industry is one of te largest industries in $ndia * it is ran'ed fift in terms of "roduction, consum"tion, e%"ort and e%"ected gro#t. !e industry size as been estimated at 6S 71 billion by te )inistry of Food &rocessing, Aovernment of $ndia. !e food "rocessing industry contributed3.0 "er cent to $ndia’s A?& in 8110 and ad a sare of 3 "ercent in total industrial "roduction. !e industry em"loys /.3 million #or'ers directly.

$n $ndia, te food sector as emerged as a ig*gro#t and ig*"rofit sector due to its immense "otential for value addition, "articularly #itin te food "rocessing industry.

-ccounting for about 08 "er cent of te country’s total food

mar'et, te food

"rocessing industry is one of te largest industries in $ndia and is ran'ed fift in terms of "roduction, consum"tion, e%"ort and e%"ected gro#t. !e total food "roduction in $ndia is li'ely to double in te ne%t /1 years #it te country’s domestic food mar'et estimated to reac 6S 8 billion by 81/.!e Aovernment of $ndia as been K.L.E. Society’s College of Business administration, Hubballi.

KFC, Hubballi instrumental in te gro#t and develo"ment of te food "rocessing industry. !e government troug te )inistry of Food &rocessing $ndustries ;)oF&$< is ma'ing all efforts to encourage investment in te business. $t as a""roved "ro"osals for (oint ventures ;M<, foreign collaborations, industrial licences and /11 "er cent e%"ort oriented units.

Food "rocessing is a large sector tat covers activities suc as agriculture, orticulture, "lantation, animal usbandry and fiseries. $t also includes oter industries tat use agriculture in"uts for manufacturing of edible "roducts. !e )inistry of Food &rocessing, Aovernment of $ndia indicates te follo#ing segments #itin te Food &rocessing industry

• • • • •

?airy, fruits N vegetable "rocessing Arain "rocessing )eat N "oultry "rocessing Fiseries and Consumer foods including "ac'aged foods, beverages and "ac'aged drin'ing #ater.

ile te industry is large in size, it is still at a nascent stage in terms of develo"ment. Df te country’s total agriculture and food "roduce, only 8 "er cent is "rocessed. !e igest sare of "rocessed food is in te dairy sector, #ere 07 "er cent of te total "roduce is "rocessed, of tis only/ "er cent is "rocessed by te organised sector.

INDUSTRY COMPETITVENESS

!e $ndian food "rocessing sector is igly com"etitive. !ere are a large number of "layers in te organised as #ell as unorganised sector. !e organised sector is small but gro#ing *li'e for e%am"le, it forms less tan / "er cent of te dairy sector and around J "er cent of te fruits and vegetable "rocessi ng. !e sector offers "otential for gro#t and a large number of )OCs ave entered into $ndia to leverage tis o""ortunity. Some of te successful overseas "layers in tis sector include 6nilever, Cadbury, Oestle and &e"si. !ese "layers face com"etition from strong


KFC, Hubballi $ndian brands. Com"anies ave ado"ted various strategies to maintain and increase teir mar'et sare in $ndia. !ese include com"etitive "ricing, aggressive advertising, cam"aign, e%"ansion "lans etc. Hig level of com"etition #itin te industry as lead to innovations in several areas, tereby raising te overall ca"ability levels in te sector. !is #ill facilitate sustained gro#t in te sector and el" it to become globally com"etitive

Market Size

!e $ndian food and grocery mar'et is te #orld’s si%t largest, #it retail contributing 71 "er cent of te sales. $t is "ro(ected to gro# at te rate of /1J "er cent, toucing 6S J8 billion by 8181.

!e $ndian food "rocessing industry accounts for 08 "er cent of te country’s total food mar'et, /J "er cent of manufacturing Aross ?omestic &roduct ;A?&<, /0 "er cent of $ndia’s e%"orts and si% "er cent of total industrial investment. $ndian food service industry is e%"ected to reac 6S 7 billion by 81/.!e $ndian gourmet food mar'et is currently valued at 6S /.0 billion and is gro#ing at a Com"ound -nnual Aro#t >ate ;C-A>< of 81 "er cent. $t is e%"ected to cross 6S 8. billion by 81/.

!e online food ordering

B6S$OESS in $ndia is in its nascent stage, but

#itnessing e%"onential gro#t. !e organised food business in $ndia is #ort 6S J billion, of #ic food delivery is valued at 6S / billion. it online food delivery "layers li'e Food &anda, zomato, and S#iggy building scale troug "artnersi"s, te organised food business as a uge "otential and a "romising future.

Investments


KFC, Hubballi -ccording to te data "rovided by te ?e"artment of $ndustrial &olicies and &romotion ;?$&&<, te food "rocessing sector in $ndia as received around 6S 3. billion #ort of foreign investment during te "eriod -"ril 8111PSe"tember 81/. !e Confederation of $ndian $ndustry ;C$$< estimate s tat te food "rocessing sectors ave te "otential to attract as muc as 6S 00 billion of investmen t over te ne%t /1 years and also generate em"loyment of nine million "erson*days. $nvestment in food start*u"s, #ic mainly include food ordering a""s, as increased by 90 "er cent to 6S /01.0 million/ com"rising /7 deals in 81/ till Se"tember 81/ as against only five deals in 81/J.

Some of the major i!e"tmet" i thi" "e#tor i the re#et pa"t are$ •

-merican dougnut cain ?un'inI ?onuts as tied u" #it local online grocery delivery "latform Arofers for ome*delivery of its "ac'aged and fresly made "roducts.

•

&rivate E+uity ;&E< firm $ndia Malue F6O? -dvisors ;$MF-< "lans to invest around 6S /11*/1 million in te food business in $ndia over te ne%t t#o years.

•

Qomato, a restaurant searc and discovery "latform, as raised 6S 31 million from Singa"ore government*o#ned $OMES!)EO! !emase', along #it e%isting investor My Ca"ital, in order to e%"lore ne# business verticals.

•

$!C Limited "lans to $OMES! >s 11 crore ;6S /81 million< to set u" a #orld*class food "rocessing facility in )eda', a district located in !el angana. !e com"any as also formulated "lans to enter te dairy mar'et.

Government Initiatives

$n order to "romote food "rocessing industries, increase level of "rocessing and e%"loit te "otential of domestic and international mar'et for "rocessed food "roducts, Mision ?ocument*81/ #as "re"ared by te )inistry of Food &rocessing $ndustries. !e document envisages trebling te size of investment in te "rocessed K.L.E. Society’s College of Business administration, Hubballi.

KFC, Hubballi food sector by increasing te level of "rocessing of "erisables from 3 "er cent to 81 "er cent, value addition from 81 "er cent to 0 "er cent and sare in global food !>-?E from /. "er cent to 0 "er cent by 81/. -ccording to te )inistry, an investment of >est /11,111 crore ;6S / billion< #ould be re+uired in 81/ to acieve tese targets.

Some of te ma(or initiatives ta'en by te Aovernment of $ndia to im"rove te food "rocessing sector in $ndia are as follo#sG •

Aovernment of $ndia "lans to allo# t#o $ndian dairy com"anies, &arag )il' Foods and Screiber ?ynami% ?airies, to e%"ort mil' "roducts to >ussia for si% monts, after tese com"anies got a""roval for teir "roducts by >ussian ins"ection autorities.

•

!e )inistry of Food &rocessing $ndustries announced a sceme for uman resource develo"ment ;H>?< in te food "rocessing sector. !e H>? sceme is being im"lemented troug State Aovernments under te Oational )ission on Food &rocessing. !e sceme as te follo#ing four com"onentsG

o

Creation of infrastructure facilities for degreedi"loma courses in food "rocessing sector

•

o

Entre"reneursi" ?evelo"ment &rogramme ;E?&<

o

Food &rocessing !raining Centres ;F&!C<

o

!raining at recognised institutions at StateOational level

!e Food Safety and Standards -utority of $ndia ;FSS-$< under te )inistry of Healt and Family elfare as issued te Food Safety and Standards ;Food &roduct Standards and Food -dditives< >egulations, 81// and te Food Safety and Standards ;Contaminants, !o%ins and >esidues< >egulations, 81// #ic "rescribe te +uality and safety standards, res"ectively for food "roducts.

•

!e )inistry of Food &rocessing $ndustries as ta'en some ne# initiatives to develo" te food "rocessing sector #ic #ill also el" to enance te incomes of farmers and e%"ort of agro and "rocessed foods among oters.


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KFC, Hubballi

•

S"ices Board, set u" by te )inistry of Commerce to develo" and "romote $ndian s"ices #orld#ide, aims s"ice e%"orts of 6S 0 billion by 81/7.

•

!e S"ices Board $ndia as decided to sell around 01 of te coicest s"ices and value added "roducts globally under te brand names @S"ices $ndia’ and @Flavour it’ by o"ening "remium retail outlets abroad in "artnersi" #it "rivate investors.

•

!e Aovernment of $ndia as a""roved te setting u" of five numbers of )ega Food &ar's in te states of Biar, )aarastra, Himacal &rades and Cattisgar. !e Aovernment "lans to set u" J8 suc mega food "ar's across te country in ne%t tree to four years.

•

$n te Budget 81/*/3, a cor"us of >s. 8,111 crore ;6S 011 million< #as created under Oational Ban' for -griculture and >ural ?evelo"ment ;O-B->?< to "rovide cea"er credit to food "rocessing industry. E%cise duty on "lant and macinery for "ac'aging and "rocessing as been brougt do#n to si% "er cent from /1 "er cent.

•

!e Aovernment of $ndia as "lanned to set u" J8 mega food "ar's across te country in ne%t tree to four years.

POSITIVE OUTLOO% FOR T&E FUTURE

$ndian food "rocessing industry as seen significant gro#t and canges over te "ast fe# years, driven by canging trends in mar'ets, consumer segments and regulations. !ese trends, suc as canging demogra"ics, gro#ing "o"ulation and ra"id urbanisati on are e%"ected to continue in te future and, terefore, #ill sa"e te demand for value added "roducts and tus for food "rocessing industry in $ndia. !e Aovernment of $ndia’s focus to#ards food "rocessing industry as a "riority sector is e%"ected to ensure "olicies to su""ort investment in tis sector and attract more F?$. $ndia, aving access to vast "ool of natural resources and gro#ing tecnical 'no#ledge base, as strong com"arative advantages over oter nations in tis industry. !e food "rocessing sector in $ndia is clearly unattractive sector for investment and offers significant gro#t "otential to investors.


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KFC, Hubballi Aoing for#ard, te ado"tion of food safety and +uality assurance mecanisms suc as !otal =uality )anagement ;!=)< including $SD 9111, $SD 88111, Hazard -nalysis and Critical Control &oints ;H-CC&<, Aood )anufacturing &ractices ;A)&< and Aood Hygienic &ractices ;AH&< by te food "rocessing industry offers several benefits. $t #ould enable aderence to stringent +uality and ygiene norms and tereby "rotect consumer ealt, "re"are te industry to face global com"etition, enance "roduct acce"tance by overseas buyers and 'ee" te industry tecnologically abreast of international best "ractices. -s it e%ists today, te domestic food and beverage industry is a very com"etitive and mature industry #it little domestic gro#t. $ncreases in a com"any’s mar'et sare usually come at te e%"ense of a com"etitor’s loss of mar'et sare ;cannibalization <. Dverall most gro#t comes from international e%"ansion. it te "assage of O-F!- and A-!!, many domestic com"anies are eiter entering into alliances #it foreign entities, or ac+uiring tem. !ere are many reas ons for tis. For e%am "le, muc dome stic food and beverag e com"anies #ant to ta'e advantage of e%isting distribution systems, or underutilized "lant ca"acity. Some ac+uisitions may be motivated by Federal income ta% considerations.

From te time tat agriculture began about 7,111 years ago to te "resent tere ave been many im"ortant develo"ments tat are res"onsible for te state of te industry as it is today.


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KFC, Hubballi

Chapter – II


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KFC, Hubballi

COMPANY PROFILE

KFC ;Kentuc'y Fried Cic'en< is "art of 5um Brand incor"orated #ic is te #orld’s largest restaurant com"any. 5um Brand incor"orated com"rises of  central "arts, +uic' service restaurant ;=S>< conce"ts e.g. KFC, &izza Hut, !aco Bell, -N and Long on Silvers.KFC Cor"oration, based in Louisville, Kentuc'y, is one of te fe# brands in -merica tat can boast a ric decades*long istory of success and innovation. $t all started #it one coo' #o created a soon*to*be #orld*famous reci"e more tan 71 years ago, a list of secret erbs and s"ices scratced out on te bac' of te door to is 'itcen. !e coo' #as Colonel Harland Sanders, of course and no# KFC is te #orld’s "o"ular cic'en restaurant cain, s"ecialising in tat same srcinal reci"e along #it E%tra Cris"y Cic'en, ome style sides and butter mil' biscuits. !ere are more tan /,111 KFC outlets in // countries and terrorises around te #orld. Colonel Sanders #as "assionate about el"ing "eo"le be teir best selves troug education. $t started #it a itci'er #o a""ened to be a college student. !e Colonel gave im a ride and a full scolarsi". !at act of 'indness ins"ired te Kentuc'y Fried Cic'en Foundation, #ic as since "rovided /J million in scolarsi" to 8,311 students. -s an inde"endent 1/;c< 0 non*"rofit organization, te Foundation’s caritable "rograms are made "ossible troug te ongoing su""ort of KFC Cor"oration KFC as been serving customers com"lete, fresly "re"ared family meals since Colonel Harland Sanders founded te conce"t in /98.

$t is estimated tat, on average, more tan / million "eo"le see a KFC commercial at least once a #ee'Ptat’s more tan alf te 6.S. "o"ulation. !e KFC system serves more tan /8 million customers eac day in more tan // countries and territories around te #orld. KFC o"erates more tan /7,111 restaurants in te 6nites States and internationally. KFC’s "arent com"any is 5um Brands, $nc., te #orld’s largest restaurant com"any in terms of system restaurants, #it more tan J1,111 locations in more tan /01 countries and territories and em"loying more tan one million associates.


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KFC, Hubballi $n /93, KFC #as follo#ed by te (oint venture o"eration #it !rust ouse Forte and &e"siCo. $n /997, &e"siCo $nc. declared to become inde"endent restaurant com"any. !en, KFC turned into te "art of te !ricon grou" #ic is te #orld’s largest restaurant grou". $n 8118, te name of !ricon canged into 56) Brand $nc. Because of te canges in te o#nersi", te "otency of te KFC brand as been s"reading out of te 6K N $reland restaurant net#or' in more tan 711 locations, some are com"any and some are francisee. !e first 6S +uic'*service restaurant #as KFC to enter into te 6K. !e succe ss of e%ce"tional restau rant value s as also resulted in te Britis o"eration "erforming as a guidance stand for many of te ne# KFC restaurants functioning trougout Euro"e.!e year, 8119 #as KFCIs greatest success increasingly in Britain, #it sales gro#t in a ro# at a #ell /1 "er cent year on year. Suc is its assurance tat it strategy to e%"and its current 71 outlets #it additional J to 1 over te ne%t si% years ;Cam"aign, /9

t

February, 81/1<. $n te

recession, KFC eld strong gro#t in te mar'et as individuals #ere dra#n to cea"er deals. Cief e%ecutive )artin Su'er stated tat e tougt te cain #as not only obtaining mar'et sare from com"etitors li'e )c?onaldIs, but tat te division as a #ole #as rising.


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KFC, Hubballi

Chapter – III


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KFC, Hubballi

RESEARC& PROPOSAL

TITLE

- study on Effectiveness of "romotional activities and customer "references in "romotional activities

O'(ECTIVES !o revie# literature about strategy, mar'eting, branding and o# sales •

• • • •

"romotion strategy can be effective regarding increasing sales. !o identify te main ob(ectives of te sales "romotion strategy set by KFC. !o study customers "references in "romotional activities !o understand effect of "romotions !o understand customer beaviour

LIMITATIONS • • • •

)ore time in "re"aring some meals Oo ome delivery Less o"tions for vegetarian "eo"le !e main limitation of tis researc is time.

RESEARC& MET&ODOLO)Y 

O-!6>E DF !HE >ESE->CH !e researc #ill be E*p+orati!e as #ell as De"#ripti!e. !e researc #ill

aim at determining te effect of elements of "romotions on te consumers


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KFC, Hubballi 

?-!- CDLLEC!$DO 

&>$)->5 ?-!-G !e "rimary data #ill be obtained troug te survey. !e survey #ill be conducted by means of a +uestionnaire #ere res"ondents #ere re+uired to fill in te necessary details.



SECDO?->5 ?-!-G !e secondary data #ill be collected trougG • • •



Dfficial ebsite Dter #eb"ages $nformation "rovided by te store re"resentatives.

)E-S6>E)EO! !ECHO$=6ES

,UESTIONNAIRE$!e "rimary measurement tecni+ue used in tis researc in

+uestionnaire. !e +uestionnaire #ill ave +uestions relating to te "romotional activities done in KFC. !e data #ill be collected by filling te +uestionnaires by te customers #o visit KFC by "ersonal intervie# and aving informal interactions about te +uestions #it te customers.

ATTITUDE SCALES$ to ma'e te +uestionnaire attractive and interesting diffe rent

attitude scales #ill be 'e"t in mind and "re"are a sort and best #ay to collect info from te customers. -ttitude scales li'e rating scales, com"osite scales, "erce"tual scales and co (oint analysis


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KFC, Hubballi Samp+i- a"pe#t" • • •

)etod G te metod ado"ted for te survey is convenient sam"ling metod Size G /01 no’s &lan G interce"t

Data aa+."i"

-ll te data collected from "rimary sources #ill ave to be analysed using different measurement tecni+ues li'e s"ss*88.1 )icrosoft e%cel 81// Statistical analysis • • •

Time a/ #o"t

$t #ill ta'e around J #ee's to com"lete te #ole researc and com"lete te analysis based on te findings of te researcer. - #or'ing of 0*J ours "er #ee' in KFC and t#o ours daily on te "ro(ect #ill be re+uired.

Co"t #ate-or.$-n a""ro%imate of rs.11 "er #ee' is re+uired in travelling and

rs./111 for "rinting and stationary e%"enses


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KFC, Hubballi

Chapter – IV


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KFC, Hubballi

LITERATURE REVIE0

For centuries sales "romotion as been muc 'no#n. !raders ave been used free sam"les, money*off and additional "rice ;e.g. t#o for one< etc. to attract customers for a long time. ; Egan, 2007 <. American Marketing Association (AMA),

1988 defined te sales "romotion as a media and non*media mar'eting demands a""lied for a "rearranged, sort time in order to stimulate trial and im"ulse "urcases, increase consumer demand, or im"roved "roduct +uality (Wells et al., 2003).

$t as been establised in literature tat only consumers #it re"eat "urcases are "rofitable. $t is not every re"eat "urcase tat is connected to consumer’s commitment of a brand. Ho#ever, consumer’s commitment is im"ortant for a re"eat "urcase. !erefore, business o"erators need to develo" mar'eting "rogrammes tat #ill not only reinforce customer’s commitment but also encourage re"eat "urcases. - "art of te functions of sales "romotion is not only to reinforce commitment of consumers but to encourage re"eat "urcases. Effects of sales "romotion on consumer beaviour ave been #idely studied in literature .Sales "romotion as effects on various as"ects of consumer’s "urcase decisions suc as brand coice, "urcase time, +uantity and brand s#itcing consumers ’ sensitivity to "rice Ho#ever, #eter te effect of consumer loyalty and "urcasing beaviour could be moderated by sales "romotions as not yet been e%amined e%tensively. >egardless of a #ides"read interest in te relationsi" bet#een sales "romotion and "urcasing beaviour, most studies of tis 'ind focus on te effect of sales "romotions on coice at te time tey are offered Dnly a fe# ave investigated te lag effect of sales "romotions on brand "reference and te resultant buying beaviour once te "romotion cam"aign is rescinded. Sales "romotions could be in form of monetary and non*monetary ones.

Sales &romotion is needed to create #enever a mar'eter #ants to enance te value of its "roduct by offering additional incentive to "ay for a brand or "roduct. Sales "romotion is a "ractice tat combining a set of communication tools and tecni+ues, im"lemented #itin te frame#or' of te mar'eting "lan intended b y te firm, in order to "ersuade among te target grou"s, and also te acce"tance or te variation of a consuming or "urcase beaviour in te sort and long term. K.L.E. Society’s College of Business administration, Hubballi.

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KFC, Hubballi By using sales "romotion strategy, e%tra incentives are offered to consumers, sales re"resentatives and trade members to ta'e action. Some roles of sales "romotion includesG it "rovides te "roduct or serv ice additional val ue and encourage consum er to res"ond2 su""lies te manager immediate outcome results2 less costly tan advertising2 offers te recent re+uirements of te customers for getting more value from te "roducts2 and res"onds to canges of mar'et"lace ;ells et al., 8110<.

Sales "romotion com"rises some strategic role to ta'e "art in te "romotional mi%. 6sually sales "romotion is a sort*term tacti cal tool tat can be used offensively to "rovo'e te trial of ne# "roducts, or defensively for #ell*'no#n "roducts to 'ee" self s"ace and consumers. -ctually sales "romotion is oriented to "urcaser deals and tem"orary "rice reduction, in "articular , do modest to su""ly to te overall tactic ado"ted for an organisation or even manufactured goods ;?avis, /9982 D’)alley, /99<. So, sales "romotion must be a "art of an adva nced and longer*term a""roac. $f sales "romotion is coordinated #it te oter "erformance of te "romotional mi%, suc as advertising and long*time "lanning, tente "ro"er strategic effect of sales "romotion activities can be acieved ;Fill, 811<. !e reasons for te effectiveness of sales "romotion strategy includ eG sales "romotion ma'es it "ossible one offer to assemble on te "receding one2 set u" a stability of communication2 enables to be in touc image and functional values, so sales "romotion #or's arder2 it can save time and money2 it is ca"able to be incor"orated #it oter mar'eting "rogramme activities suc as advertising, "ublic relation and it offers a better tecni+ue to (oin "romotion ;Cummins, /991<.


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KFC, Hubballi

T&EORETICAL CONCEPT

Every business organization reaces to te customers troug teir goods or services. !o sell te "roducts to te customers a number of activities are being "erformed, tis is called mar'eting. )ar'eting is te "erformance of business activities tat directs te flo# of goods and services from "roducer to te customer. $t is te activity tat directs to satisfy te uman needs troug e%cange "rocess. )ar'eting starts #it te identificati on of a s"ecific need of customers and ends #it satisfaction of tat need. !e customer is found in te beginning and end of mar'eting "rocess. $n mar'eting a large number of activities are "erformed tese elements are "roduct, "rice, "romotion and "lace tere are also tree additional elements for services are "rocess, "eo"le and "ysical evidence. !ese are called elements of mar'eting mi%. . $n sales "romotion mainly tree "arties are involved i.e. consumer s, traders and sales force. Sales "romotion refers to many 'inds of incentives and tecni+ues tat are directed to#ards consumer’s traders and sales force #it te intention to increase sales in sort term. Sales "romotions include incentive offering and interest creating activities #ic are generally sort term mar'eting events oter tan advertising, "ersonal selling, "ublicity and direct mar'eting.! o increase te sale of any "roduct manufactures or "roducers ado"t different measures li'e sam"le, gift, bonus, and many more. !ese are 'no#n as tools or tecni+ues or metods of sales "romotion.

!e main ob(ective of sales "romotion is to increase te sales of "roducts in sort term by influencing te beavior of buyers. Sales "romotion metod s are many and tese are selected as "er te target grou"s. For tis "ur"ose, a sales "romotion strategy is to be "re"ared to acieve te ob(ectives effectively. !e strategy is a game "lan tat is needed to "erform te tas's effectively and get com"etitive advantages over oters in mar'et. Sales "romotion strategy directs te manager in selection of "arties, metods of sales "romotion, im"lementation of metods and measuring effectiveness of #ole efforts regarding sales "romotion. $n com"etitive situation, it is very difficult to increase sales or "rofit. But #it sales "romotion strategy sales can be increased in sort term. Strategy is te game "lan to acieve te targets as "er "lanning. $t e%"lains #at, #en, #ere, #o and o# to do so tat ob(ectives of te K.L.E. Society’s College of Business administration, Hubballi.

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KFC, Hubballi "lanning are acieved. itout te strategy te tas' may not be com"leted effectively. Sales "romotion strategy #ould el" to neutralize te effective of com"etition and defend te com"any in te mar'et in "erforming te sales related tas's. !e im"ortance of sales "romotion strategy is increasing day by day and in future iger level of com"etition it #ould increase furter. Some of te ob(ectives follo#ed by 'fc in increasing te sales "romotion areG

!e "romotion mi%es are being used for te "romotion of sales of "roducts or services and may be to develo" good image of te business and as a #ole com"any. !e different metods of sales "romotion are used collectively. Dut of tat sales "romotion is also used for tese ob(ectives. !e ob(ectives may differ from time to time and from "roduct to "roduct. !ere is not ard and fast rule tat te sales "romotion metods are used only for one ob(ective for all "roducts and every time. a< !o intr oduce ne# "roductsG en te com" any is interested to introduce te ne# "roduct in te mar'et te sales "romotion metod li'e sam"les is used. !e free sam"les of te "roducts are given to te "arties for introduction of te "roduct. $f te sam"le is li'ed by te customer ten te "roduct can be bougt in future. b< !o attract ne# customers and retain te e%isting onesG Sales "romotion measures are used#it te ob(ectives to attract ne# customers and retain te e%isting one by "roviding e%trabenefits. !e customers are attracted to#ards te "roducts tat offers "rice off, discount, gift,"remium "rize, etc. on buying. !ere are many metods of "romotion being used in mar'et sotat te e%isting customers can be retained and ne# can be added to te list of customers. c< !o su""ort oter "romotional met ods driv eG !e com"any is interested for "romotion ofte "roducts, services and business of te com"any. $t is using different metods of "romotion suc as advertising, "ersonal selling etc. !ese t#o metods alone may not get te ob(ectives of te com"any fulfilled. !o su""ort tese "romotional metods for "romotion "ur"ose te sales "romotion can be used. !e combined efforts may give better result to te com"any. d< !o neutralize te com"etition effectG Oo#a days te mar'et situation is very com"etitive. $t is very difficult to increase te sale of te "roduct because every com"etitor is trying ard to increase te sales. !roug sales "romotion te e%tra benefits motivate te customers to buy te "roducts. So to neutralize te com"etition effect te com"any as to bring sales "romotion sceme. $f not te K.L.E. Society’s College of Business administration, Hubballi.

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KFC, Hubballi "roducts of te oter com"anies #ould be sold out more. !e com"any may lose te o""ortunity for selling more #ould be lost.

!e business #orld today is a #orld of com"etition. - business cannot survive if its "roducts do not sell in te mar'et. !us, all mar'eting activit ies are underta'en to increase sales. &roducers may s"end a lot on advertising and "ersonal selling. Still te "roduct may not sell. So incentives Business Studies need to be offered to attract customers to buy te "roduct. !us, sales "romotion is im"ortant to increase te sale of any "roduct


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KFC, Hubballi

Chapter – V


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KFC, Hubballi

DATA ANALYSIS A-e A-e of the Re"po/et Va+i/

Malid

/*8J 8*0J 0*JJ more tan J !otal

Fre12e#. Per#et //J 7.7 /8 9.8 8 /.

8

/01

Per#et g7.7 9.8 /.

/. /11.1

/. /11.1

C2m2+ati!e Per#et 7.7 93.9 9.

/11.1

O'SERVATIONS •

!e first observation #e ma'e ere is tat te youts #ere targeted in tis

•

study. 7.394 of te #ere in te age grou" of /*8J.

• •

!e total sam"le size #as /01. Dnly around /04 of te total sam"le #ere oters

)e/er

)e/er of the Re"po/et


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KFC, Hubballi Va+i/

Malid

)ale Female !otal

Fre12e#. Per#et 8 30./ J 03.9 /01 /11.1

Per#et 30./ 03.9 /11.1

C2m2+ati!e Per#et 30./ /11.1

O'SERVATIONS • • •

!e sam"le #as divided among 8 categories i.e. male and female 30.14 of te total sam"le #as filled by males ile te oter 03.984 #as filled by females


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KFC, Hubballi Yo2 are a

O##2patio of the Re"po/et Va+i/

Malid

student Dffice self*em"loyed

Fre12e#. Per#et //0 3.9 J 0./ J 0./

business e%ecutive "rofessional oters !otal

/ 3 8 /01

. J.3 /. /11.1

C2m2+ati!e

Per#et 3.9 0./ 0./

Per#et 3.9 91.1 90./

. J.3 /. /11.1

90. 9. /11.1

O'SERVATIONS •

Students #ere te ma(or res"ondents as, KFC is a good angout "lace for

•

yout most of tem tat came ere #ere students -s it is located near colleges so most of tem tat come ere are students

/. ?o you visit fast food cainsR Do the re"po/et !i"it fa"t foo/ #hai" Va+i/ C2m2+ati!e Fre12e#. Per#et Per#et Malid yes /83 93.9 97.7 K.L.E. Society’s College of Business administration, Oo 0 8.0 Hubballi. 8.0

!otal )issing System !otal

/89 / /01

99.8 . /11.1

/11.1

Per#et 97.7 /11.1

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KFC, Hubballi

O'SERVATIONS • •

97.374 of te res"ondent visit fast food cains. !e rest 8.004 of te res"ondents said tat tey do not visit fast food.

INTERPRETATION$ )ost of te "eo"le visit fast food cains. -nd are addicted to fast foods.

8. ic is te first fast food cain tat comes in your mind #en you #ant to visitR

0hat i" the fir"t fa"t foo/ #hai that #ome" to the re"po/et" mi/ 3he the. 3at to !i"it


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KFC, Hubballi Va+i/

MalidK

fc )c? dominos oters !otal

Fre12e#. Per#et 77 9.8 8J /. 8 /9.8 J 0./ /01 /11.1

C2m2+ati!e

Per#et 9.8 /. /9.8 0./ /11.1

Per#et 9.8 77.7 93.9 /11.1

O'SERVATIONS •

$t #as observed tat most of te res"ondents "referred KFC over any oter

•

fast food restaurants !e res"ondents "refer ?ominos ne%t to KFC. ?ominos and )c? are te ma(or com"etitor.

•

0. Ho# did you get to 'no# about KFCR Famil friends

y

"a"eradds

eardofit

!M

oarding

adds internet

s

'fc a#arnes s

J3.8

.

.

/7.7

01.

7.7

J.3

yes


&age

KFC, Hubballi 0.

no

9/.

9/.

8.0

39.8

98.0

9.J

kfc aw arness kfc awarness yes 46.2

30.8

17.7 8.5

8.5

7.7

4.6

O'SERVATIONS •

Friends are te main reason 'fc gets "romoted

• • •

!e reasonbeing for a#areness about 'fc is because of friends !e ma(or ne%t reason !M advertisements !e ne%t igest "romotion activity useful is #ord of mout, internet, "a"er advertisements, family and ten oarding.

J. at made you visit KFCR +uic'

"rice visit 'fc

yes

//.

menu 8J.3

ambienc

customer

atmos"er

e

service

e

.J

8.0

servic taste

/1.1


9.8

offers

e

3.9

. &age

KFC, Hubballi no

.

7.J

9J.3

97.7

91.1

J1.

90./

99.8

visit kfc visit kfc yes 5.2

24.6 11.5

5.4

10.0 2.3

6.

O'SERVATIONS$ • •

94 of te "eo"le come to 'fc because of its taste 8J.34 due to menu and te rest due to "rice, atmos"ere, offer, ambiance, customer service and +uic' service res"ectively.


&age

0.8

KFC, Hubballi

. Ho# often do you visit KFCR &o3 ofte /oe" the re"po/et !i"it 4f# Va+i/ Fre12e#.

Malid

?aily once a fortnigt >arely once #ee' a onceamont !otal

Per#et

Per#et

C2m2+ati!e Per#et

8 7

/. .J

/. .J

/. 3.9

J7 0/ J0 /01

03.8 80. 00./ /11.1

03.8 80. 00./ /11.1

J0./ 33.9 /11.1

O'SERVATIONS • • • •

/.J4 of te "eo"le visit 'fc on daily basis. 80.4 of te "eo"le visit #ee'ly .04 of te "eo"le visit KFC fortnigtly 03./4 of te res"ondent visit 'fc rarely

3. Ho# long ave you been visiting KFCR K.L.E. Society’s College of Business administration, Hubballi.

&age

KFC, Hubballi &o3 +o- ha" the re"po/et 5ee !i"iti- 4f# Malid Cumulative

Malid

monts 0 year / monts 3 more tan a

Fre+uency 87 8J /3

year !otal )issingS ystem !otal

&ercent 81. /. /8.0

&ercent 8/.J /9.1 /8.7

9

J.J

J3.

/83 J /01

93.9 0./ /11.1

/11.1

&ercent 8/.J J1. 0.8 /11.1

Ho# long as te res"ondent been visitng KFC

O'SERVATIONS •

J3.04 of te res"ondents ave been visiting 'fc since a year

•

8/.J04 of te total res"ondents ave been vising KFC for 0monts 7. it #om do you visit oftenR

0ith 3hom /oe" the re"po/et !i"it 4f# Malid Cumulative

Fre+uency

&ercent

&ercent


&ercent &age

KFC, Hubballi Malid

Family Colleagues Friends Dters !otal

8  93 J /01

/9.8 0. 70. 0./ /11.1

/9.8 0. 70. 0./ /11.1

/9.8 80./ 93.9 /11.1

it #om does te res"ondent visit KFCR

O'SERVATIONS • • •

Friends are te main reason tat te res"ondents visit 'fc /9.804 of te "eo"le visit 'fc because of teir family !e rest 0.4 and 0.14 visit KFC due to colleagues and oter reasons res"ectively

. ?o you find te advertising effectiveR

Doe" the re"po/et fi/ a/!erti"emet effe#ti!e Va+i/

Malid

5es sometimes Oo !otal

Fre12e#. Per#et 1 3/. 8 8/. 81 /.J /8 9.

Per#et 38. 8/.9 /.3 /11.1


C2m2+ati!e Per#et 38. J.J /11.1

&age

KFC, Hubballi )issing System !otal

8 /01

/. /11.1

O'SERVATIONS

•

38.14 of te res"ondents find te advertisements effective 8/.4 of te res"ondents feel tat only sometimes te advertisements are

•

effective /.304 of te res"ondents feel tat te advertisements are not effective

•

9. Ho# #ould you rate on a scale of /*R ;/ being te least :  being igest< a< !e overall +uality of KFC relationsi" #it customers, considering all of sales "romotion strategies em"loyed

,2a+it. of %FC re+atio"hip Va+i/ Fre12e#.

Malid

least Lo# neutral Hig igest !otal

9 /1 J0 J3 /7 /8

Per#et 3.9 7.7 00./ 0.J /0./ 93.8

Per#et 7.8 .1 0J.J 03. /0.3 /11.1


C2m2+ati!e Per#et 7.8 /.8 J9.3 3.J /11.1

&age

KFC, Hubballi )issing System !otal

 /01

0. /11.1

O'SERVATIONS •

03.14 of te res"ondent feel tat te +uality of relationsi" maintained by

•

KFC is ig, and 0J.1J4 feel it to be neutral /0.314 find tat te +uality of relationsi" maintained by KFC is igest.

b< 5our level of overall satisfaction #it sales "romotion strategies used by KFCR

Le!e+ of "ati"fa#tio 3ith "a+e" promotio Va+i/ C2m2+ati!e

Malid

least Lo# neutral ig igest !otal )issing System !otal

Fre12e#. Per#et 0 8.0 /9 /J.3 08 8J.3 J 03.9 81 /.J /88 90.

 /01

Per#et 8. /.3 83.8 09.0 /3.J /11.1

Per#et 8. /.1 JJ.0 0.3 /11.1

3.8 /11.1


&age

KFC, Hubballi

O'SERVATION •

$t is been observed tat 09.0J4 of te "eo"le are satisfied #it te sales

•

"romotion activities ta'en u" by KFC /3.094 are igly satisfied #it te sales "romotion activity.

/1. ic of te food (oint do you "refer te most and #yR

0hi#h foo/ joit /oe" the re"po/et prefer the mo"t Va+i/ C2m2+ati!e

Malid

'fc mcd dominos !otal )issing System !otal

Fre12e#. Per#et 1 3/. 81 /.J 87 81. /87 97.7 0 8.0 /01 /11.1

Per#et 30.1 /.7 8/.0 /11.1


Per#et 30.1 7.7 /11.1

&age

KFC, Hubballi

Re"ear#h as found tat 38.994 of te total sam"le "refer KFC over

?ominos and )c?. 67869 : and /.7 4 "refer ?ominos and )c? res"ectively

INTERPRETATION$

!e researc says tat most of te "eo"le "refer KFC for anging out over dominos and )c?. //. at according to you is te uni+ue selling "re"osition of KFCR

0hat i" the USP of 4f# a##or/i- to the re"po/et Va+i/ C2m2+ati!e Fre12e#. Per#et Per#et Per#et Malid &rice /J /1. //./ //./ Location /0 /1.1 /1.0 8/.J -mbiance 7 .J .3 87.1 customerservice  3.8 3.0 00.0 )enu 9 3.9 7./ J1. atmos"ere 9 3.9 7./ J7.3 !aste J J/. J8.9 91. Dffers 9 3.9 7./ 97.3 +uic' service 0 8.0 8.J /11.1 !otal /83 93.9 /11.1 )issing System J 0./ !otal /01 /11.1


&age

KFC, Hubballi

O'SERVATION • • •

J8.34 of te total sam"le said tat ta"te #as te 6S& of KFC &rice being te second coice ,//.//4 said so /1.084 said it #as location

INTERPRETATION$

!e 6S& of KFC is its taste. &eo"le "refer te taste of KFC and often visit tere.

/8. ?oes te "ac'aging "lay any role in te buying of te foodR

Doe" the pa#4a-i- p+a. a. ro+e to the re"po/et i 52.i- of foo/ Va+i/ C2m2+ati!e

Malid

yes no

!otal )issing System !otal

Fre12e#. Per#et /10 79.8 8J /.

/87 0 /01

97.7 8.0 /11.1

Per#et /./ /.9

Per#et /./ /11.1

/11.1


&age

KFC, Hubballi

•

/./14 of te res"ondents agreed tat "ac'aging "lays a role in buying food

•

/.914 said no.


&age

KFC, Hubballi /0. -< -re you a#are of te sales "romotion "rogramme of KFCR

I" the re"po/et a3are of the "a+e" promotio at 4f# Malid Cumulative

Malid

yes no !otal )issing System !otal

Fre+uency &ercent 71 0. 3 J0./ /83 93.9 J 0./ /01 /11.1

&ercent .3 JJ.J /11.1

&ercent .3 /11.1

O'SERVATION •

.34 of te total res"ondents said tat tey #ere a#are of te sales

•

"romotion "rogramme at KFC !e rest JJ.JJ4 of te res"ondents said tat tey #ere not a#are of te sales "romotion "rogramme at KFC

b< $f yes does te sales "romotion of KFC incline you to come bac'R

if .e" /oe" it i#+ie the re"po/et to #ome 5a#4


&age

KFC, Hubballi Malid Malid

5es maybe Oo !otal )issing System !otal

Fre+uency &ercent J8 08.0 8/ /3.8 3 J.3 39 0./ 3/ J3.9 /01 /11.1

&ercent 31.9 01.J .7 /11.1

Cumulative &ercent 31.9 9/.0 /11.1

O'SERVATION •

31.74 of te total res"ondents #o said tat tey #ere a#are of te sales

•

"rogramme said tat it inclines tem to come bac' to 'fc. .714 said it doesn’t incline tem to come bac'.

/J. $s te "rice of te "romotion items of KFC realistic, com"ared to oter fast food restaurantsR /oe" the pri#e of the promotio item" fee+ rea+i"ti# to the re"po/et Va+i/ C2m2+ati!e Fre12e#. Per#et Per#et Per#et Malid igly dis*  0. J.0 J.0

satisfactory K.L.E. Society’s College of Business administration, Hubballi.

&age

KFC, Hubballi dis*satisfactory Oeutral Satisfactory iglysatisfactory !otal )issingS ystem !otal

/8 89 87 J0 //3 /J /01

9.8 88.0 81. 00./ 9.8 /1. /11.1

/1.0 8.1 80.0 07./ /11.1

/J.7 09.7 38.9 /11.1

O'SERVATION •

07.17 4 of te total res"ondents said tat tey #ere igly satisfied #it te

•

"rice of te "romotion com"ared to te oter fast food cains 8.114 of te "eo"le neiter agreed nor disagreed #it it J.0/4 said tat te "rice of "romotion #as igly dissatisfactory.

•

/. at is te most im"ortant reason to eat in KFC for youR 0hat i" the mo"t imp rea"o that the re"po/et fee+" to eat at 4f# Va+i/ C2m2+ati!e Fre12e#. Per#et Per#et Per#et

Malid

"rice brand "roduct taste uni+ueness +uality "romotion menu oters

/0 /1  3J  /7 / 0 J

/1.1 7.7 3.8 J9.8 3.8 /0./ . 8.0 0./


/1.8 7. 3.0 1.1 3.0 /0.0 . 8.0 0./

/1.8 /.1 8J.8 7J.8 1. 90. 9J. 93.9 /11.1 &age

KFC, Hubballi !otal )issingS ystem !otal

/8 8 /01

9. /. /11.1

/11.1

O'SERVATION •

Half of te "o"ulation ;1.114< said tat te most im"ortant reason tey feel li'e eating at KFC is te !aste of te food

• •

/0.84 said +uality of food /1./34 said "rice

/7. !e influence grou" #o become te driving force beind te consumers to force tem to visit te stores.

0hat i" the if+2e#e -ro2p that for#e" the re"po/et to !i"it 4f# Va+i/ C2m2+ati!e Fre12e#. Per#et Per#et Per#et Malid self 88 /3.9 /7.8 /7.8 friends  37.7 3. .9 advertisements J 0./ 0./ 9./ s"ouse J 0./ 0./ 98.8 colleagues 3 J.3 J.7 93.9

oters !otal )issingS ystem !otal

J /8 8 /01

0./ 9. /. /11.1


0./ /11.1

/11.1

&age

KFC, Hubballi

O'SERVATION •

• • •

3.74 of te res"ondents said tat te friends grou" forces tem to revisit KFC /7./94 said tat te revisit KFC on teir o#n J.394 said it #as teir colleagues #o influence tem to revisit !e rest 0./04 eac, said tat it #as due to advertisements, s"ouse and oter reasons

/. Ho# li'ely are you to "urcase food from KFC in te ne%t 01 daysR

&o3 +i4e+. i" the re"po/et to p2r#ha"e foo/ from 4f# i e*t ;< /a." Va+i/ C2m2+ati!e Fre12e#. Per#et Per#et Per#et Malid very J/ 0/. 08.0 08.0 li'ely li'ely 1 0. 09.J 7/.7 maybe 8/ /3.8 /3. .8 lessli'ely /0 /1.1 /1.8 9.J not at all 8 /. /.3 /11.1 !otal /87 97.7 /11.1 )issing System 0 8.0 !otal /01 /11.1


&age

KFC, Hubballi

O'SERVATION •

08.834 of te total sam"le said tat tey #ere very li'ely to "urcase food

•

from KFC in te ne%t 01 days 09.074 said tey #ere li'ely to "urcase food from KFC in te ne%t 01 days

81. Dut of your last 0 visits to fast food cains o# many #ere KFCR O2t of +a"t three !i"it" to fa"t foo/ #hai" ho3 ma. 3here 4f# Malid Cumulative Fre+uency &ercent &ercent &ercent Malid once 0 J1. J/./ J/./ t#ice 0J 83.8 83.J 37.J trice 87 81. 81.9 .J none / //. //.3 /11.1 !otal /89 99.8 /11.1 )issing System / . !otal /01 /11.1


&age

KFC, Hubballi

O'SERVATION •

• • •

Dut of te last tree visit to fast food cains , J/.194 said tat tey visited KFC once 83.034 out of tree t#o visits #ere to KFC 81.904 said tat all te tree visits #ere to KFC //.304 said tat tey did not visit even once to KFC in teir last tree visit to fast food cains.

8/. at food does te res"ondent "referR

0hat foo/ /oe" the re"po/et prefer Malid Cumulative

Malid

Meg non*veg !otal )issing System !otal

Fre+uency &ercent J8 08.0  3.J /87 97.7 0 8.0 /01 /11.1

&ercent 00./ 33.9 /11.1


&ercent 00./ /11.1

&age

KFC, Hubballi

O'SERVATION •

Dut of /01 res"ondents 33.904 of te "eo"le said tat tey "refer Oon*veg

•

00.174 res"ondents "referred veg


&age

KFC, Hubballi

Chapter – VI


&age

KFC, Hubballi

CO=RELATION at is te first fast food cain tat comes to te res"ondents mind #en tey #ant to visit  #at is te most im" reason tat te res"ondent feels to eat at 'fc

S.mmetri# Mea"2re"

Malue $nterval by

&earsonIs >

$nterval Drdinal by

S"earman

.887

-sym". Std. Errora .19/

./J .1 Drdinal Correlation O of Malid Cases /8 a. Oot assuming te null y"otesis. b. 6sing te asym"totic standard error assuming te null y"otesis. c. Based on normal a""ro%imation.


-""ro%. !b

-""ro%. Sig.

8.3/J

.1/1c

/.3J0

./10c

&age

KFC, Hubballi

FINDIN)S

•

!e main customers #o come to 'fc are students, arou nd 314 of te

•

customers ere are students en tin'ing about fast food cain KFC comes to mind first to mind of te

•

"eo"le )a(or reason for a#areness about KFC is due to friends

•

•

!e main reason te res"ondent visit 'fc is because of te taste J3.04 of te total cro#d as been visiting KFC over a year Friends are te main reason tat te res"ondents visit 'fc 38.14 of te res"ondents find te advertisements effective 38.994 of te total sam"le "refer KFC over ?ominos and )c?. J8.34 of te total sam"le said tat taste #as te 6S& of KFC 07.17 4 of te total res"ondents said tat tey #ere igly satisfied #it te

•

"rice of te "romotion com"ared to te oter fast food cains Half of te "o"ulation ;1.114< said tat te most im"ortant reason tey feel

•

li'e eating at KFC is te !aste of te food Dut of te last tree visit to fast food cains , J/.194 said tat tey visited

•

KFC once 83.034 out of tree t#o visits #ere to KFC

• • • • •

• •

81.904 said tat all te tree visits #ere to KFC 08.834 of te total sam"le said tat tey #ere very li'ely to "urcase food from KFC in te ne%t 01 days and 09.074 said tey #ere li'ely to "urcase

•

food from KFC in te ne%t 01 days 3.74 of te res"ondents said tat te friends grou" forces tem to revisit KFC. /7./94 said tat te revisit KFC on teir o#n

SU))ESSIONS

0IT& RESPECT TO CUSTOMERS VIE0 FROM %FC


&age

KFC, Hubballi

• •

• • • • • • •

!e billing services sould be fast, all te four counters sould be used for billing !ere sould me more o"tions for vegetarian "eo"le, te menu must increase for veg o"tions !ere sould be #or'ing i*Fi in area Home delivery services sould start Dffers sould increase )ore time is consumed in delivering te order Cleanliness sould be ta'en care of ?rin'ing #ater facilities sould be "rovided !e order sould be delivered to te customer instead of self service


&age

KFC, Hubballi

CONCLUSION

Sale "romotion "lays a vital role for te dealers and retailers in te mar'eting "rograms. Sales &romotion generates large revenues and by using "romotional tools sales can be increased. Marious "romotional tecni+ues are used by te mar'eters in order to offer customers an additional incentive to "urcase teir "roducts and ten "romotion in ty"ical means. !is researc su""orted by te researc from Cuizon ;8119< #o stated tat sales "romotions are not only effective in attaining sort*term sales as tey are also more cost*effective com"ared to oter integrated mar'eting communications tools suc as advertising. !e overall conclusion of tis researc is #e found "ositive customers attitude to#ards diverse "romotion tools on buying beavior !e result of tis study gave some im"ortant 'no#ledge about im"act of "romotional tools on consumer buying beavior. it res"ect to customer "roneness to sale "romotion, researc found tat &rice ?iscount, &ysical Surroundings and Buy*Dne*Aet*Dne*Free "layed te greatest significant role in develo"ing consumer* buying beavior. &eo"le are igly satisfied #it te "ricing "romotions #en com"ared to oter fast food cains. &eo"le are also "rone to KFC because of taste, ygiene, "rice and oter offers #ic are "rovided.

Lastly #e conclude tat, KFC as to start #it !able service facility because te res"ondents are not a""y #it te self*service and tey ave to #ait for more time in te +ueue. -s a conse+uence of te researc #or' it as been found tat tere is great im"act of sales "romotion on sales of te at KFC. Dverall te study reveals tat KFC is good in "romoting its sales and ne# "roducts.


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KFC, Hubballi

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KFC, Hubballi

Chapter – VII


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KFC, Hubballi

ANNEXURE >,UESTIONNAIRE? ?ear res"ondent, $ am "leased to introduce myself as )iss.Lavanya ) !ambad, conducting a survey as a "art of my academic curriculum studying final year BB- in mar'eting s"ecialization at KLE’ college of Business -dministration. !e to"ic is titledG 

effe#ti!ee"" of

promotioa+ a#ti!itie" a/ #2"tomer prefere#e i promotioa+ a#ti!itie"  .5our

res"onse #ill be dealt #it strict confidentia lity and it #ill be used only for academic "ur"ose. !an' you for s"ending your valuable time to fill tis +uestionnaire. 5our feedbac' is a""reciated.

NameG TTTTTTTTTTTTTTTTTTTTTTTTTTTT A-e

/*8

8*0

0*J

)oretanJ

)ale

Female

Student

Business E%ecutive

Dffice

&rofessional

Self*em"loyed

Dters

)e/er

Yo2 are a

Cota#t$ @@@@@@@@@@@@@@@@@@@@@

/. ?o you visit fast food cainsR 5es

Oo

8. ic is te first fast food cain tat comes in your mind #en you #ant to visitR KFC )c ?

?ominos Dters

$f oters "lease s"ecify TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT 0. Ho# did you get to 'no# about KFCR Friend’s

!v-dds

Family

$nternet

&a"er advertisements

HoardingsBillboards

Heard of it


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KFC, Hubballi J. at made you visit KFCR &rice

-tmos"ere

)enu

!aste

-mbiance

Dffers

Customer service ;em"loyee beaviour<

=uic' service

. Ho# often do you visit KFCR ?aily

Dnce a #ee' Dnceinafortnigt

Dnceamont

>arely 3. Ho# long ave you been visiting KFCR 0 mots

3monts

/ year

)ore tan tat

7. it #om do you visit oftenR Family

Friends

Colleagues

Dters

. ?o you find te advertising effectiveR 5es

Oo

Sometimes 9. Ho# #ould you rate on a scale of /*R;/ being te least :  being igest< a< !e overall +uality of KFC relationsi" #it customers, considering all of sales "romotion strategies em"loyed /80J ************************************************************************** b< 5our level of overall satisfaction #it sales "romotion strategies used by KFCR /80J ************************************************************************** /1. ic of te food (oint do you "refer te most and #yR KFC

)C?

?D)$ODS


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KFC, Hubballi //. at according to you is te uni+ue selling "re"osition of KFCR &rice

-tmos"ere

Location

!aste

-mbiance

Dffers

Customer service ;em"loyee beaviour<

=uic' service

)enu /8. ?oes te "ac'aging "lay any role in te buying of te foodR 5es

Oo

/0.a< -re you a#are of te sales "romotion "rogramme of KFCR 5es

Oo

b< $f yes does te sales "romotion of KFC incline you to come bac'R 5es

Oo

)aybe /J. $s te "rice of te "romotion items of KFC is realistic com"ared to oter fast food restaurantsR ************************************************************************* Higly Satisfactory

Higly ?issatisfactory

/. at is te most im"ortant reason to eat in KFC for youR &rice +uality Brand

&romotion

&roduct

)enu

!aste

-mbience

6ni+ueness

Dters

/3. at 'ind of consumer "romotion do you find is most attractiveR &lease s"ecify TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT /7. !e influence grou" #o become te driving force beind te consumers to force tem to visit te stores. Self

S"ouse

Friend’s

Colleagues

-dvertisements

Dters

/. Ho# li'ely are you to "urcase food from KFC in te ne%t 01 daysR Meryli'ely Li'ely

Lessli'ely Oot at all

)aybe K.L.E. Society’s College of Business administration, Hubballi.

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KFC, Hubballi /9. at services #ould you li'e to im"rove at KFCR TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT 81. Dut of your last 0 visits to fast food cains o# many #ere KFCR Dnce

!#ice

!rice

Oone

8/. at food do you "refer in KFCR Meg

Oon*veg


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KFC, Hubballi

CODIN) S&EET


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KFC Report Final

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