A MINOR PROJECT REPORT

ON
Consumer satisfaction of Kentucky Fried Chicken

Submitted in the partial fulfillment for the award of Degree of Bachelor in

Businees Administration 2015-2018

UNDER THE GUIDANCE:

SUBMITTED BY:

Ms. SHIPRA BHUTANI

KUMAR ANKIT

FACULTY (Management), CPJCHS

ENROLLMENT NO - 35621501715
BATCH NO. 2015-18

CHANDERPRABHU JAIN COLLEGE OF HIGHER STUDIES & SCHOOL OF LAW

An ISO 9001:2008 Certified Institute (Approved by the Govt of NCT of
Delhi
Affiliated to Guru Gobind Singh Indraprastha University, Delhi)

Plot No OCF Sector A-8, Narela New Delhi -40

DECLARATION
This is to certify that Report entitled Consumer Satisfaction of Kentucky
Fried Chicken which is submitted by me in partial fulfillment of the
requirement for the award of degree B.B.A. to GGSIP University, Dwarka,
Delhi comprises only my original work and due acknowledgement has been
made in the text to all other material used.

Date:
Student

Name of
Kumar Ankit

APPROVED BY
Name of Subject Teacher/guide

CERTIFICATE
This is to certify that Report entitled Consumer Satisfaction of Kentucky
Fried Chicken which is submitted by Kumar Ankit in partial fulfillment of the
requirement for the award of degree B.B.A., GGSIP University, Dwarka,
Delhi is a record of the candidates own work carried out by him under our
supervision. The matter embodied in this report is original and has not been
submitted for the award of any other degree.

Date:

Supervisor Signature

ACKNOWLEDGEMENT
I offer my sincere thanks and humble regards to Chanderprabhu Jain College
of Higher Studies & School of Law, GGSIP University, New Delhi for
imparting us very valuable professional training in BBA.
I pay my gratitude and sincere regards to., my project Guide for
giving me the cream of his knowledge. I am thankful to her as she has been a
constant source of advice, motivation and inspiration. I am also thankful to him
for giving his suggestions and encouragement throughout the project work.
I take the opportunity to express my gratitude and thanks to our computer Lab
staff and library staff for providing me opportunity to utilize their resources for
the completion of the project.
I am also thankful to my family and friends for constantly motivating me to
complete the project and providing me an environment which enhanced my
knowledge.

Students Signature

APPENDIX 5

Table of Contents
Student declarationi
Certificate from Guide...........ii
Acknowledgement.........................................................................................................iii

CHAPTER- 1: INTRODUCTION
1.1 About the Industry
1.2 About Organization/ Company Profile

CHAPTER 2: Literature Review

2. 1 Literature Review
2.2 About the topic..

CHAPTER 3: RESEARCH METHODOLOGY

3.1 Research Objectives of the study..
3.2 Research Methodology of the study.
3.2.1 Research design..
3.2.2 Data Collection Techniques
3.2.3 Sample design...
3.2.3.1 Population..
3.2.3.2 Sample size

INTRODUCTION
1.1 About the industry
Colonel Harland sanders, born September 9, 1890, actively began franchising his chicken
business at the age of 65. Now, the Kentucky fried chicken business he started has grown to
be one of the largest retail food service systems in the world. And colonel sanders, a quick
service restaurant pioneer, have become a symbol of entrepreneurial spirit. More than two
billion of the colonels finger lickin good chicken dinners are served annually. And not
just in America. The colonels cooking is available in more then 125 countries around the
world.
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 has been a
brand and operating segment, termed a concept of Yum! Brands since 1997 when that
company was spun off from PepsiCo as Tricon Global Restaurants Inc.
KFC is an internationally renowned fast food industry in the world. They have the main
ambition to increase & maintain the quality in fast food industry. Their aim is to capture the
fast food market. Basically they want to provide their products to anyone that is why they
expanding their branches in all over the world. According to company figures, the KFC
system serves more than 12 million customers daily. Most purchases are take out or to-go,
although the stores also offer in-store dining. In 2015, Yum! Brands announced that KFC
would begin deliveries by 2016, further expanding its reach to customers. KFC engages in
extensive marketing to keep the brand in consumers minds: KFC claims an average of more
than 185 million people see a KFC commercial at least once a week. KFC is also a pioneer in
the use of social media to attract and engage customers.
KFC franchisees receive ongoing support through The Yum! Value Network, which offers
programs and support that include brand recognition, customer attraction, competitive
advantage, franchise value system, multi-unit growth, economic stability, giving back to the
community, development expertise, access to financing, solid business support, quality onboarding and training, a reliable supply chain, and return on investment.

1.2 About the Company

Kentucky Fried Chicken (KFC) is a fast food restaurant chain that specializes in fried
chicken and is headquartered in Louisville,Kentucky, United States. It is the world's second
largest restaurant chain (as measured by sales) after McDonald's, with almost 20,000
locations globally in 123 countries and territories as of December 2015. The company is a
subsidiary of Yum! Brands, a restaurant company that also owns the Pizza Hut and Taco
Bell chains. KFCs menu has evolved from its legendary Original Recipe pressure fried
chicken (11 herbs and spices) and side dishes to include grilled chicken, chicken strips,
chicken sandwiches, hot wings, and desserts.
KFC was founded by Harland Sanders, an entrepreneur who began selling fried chicken from
his roadside restaurant in Corbin, Kentucky, during the Great Depression. Sanders identified
the potential of the restaurant franchising concept, and the first "Kentucky Fried Chicken"
franchise opened in Utah in 1952. KFC popularized chicken in the fast food industry,
diversifying the market by challenging the established dominance of the hamburger. By
branding himself as "Colonel Sanders", Harland became a prominent figure of American
cultural history, and his image remains widely used in KFC advertising. KFC was one of the
first American fast food chains to expand internationally, opening outlets in Canada,
the United Kingdom,Mexico, and Jamaica by the mid-1960s. Throughout the 1970s and
1980s, KFC experienced mixed fortunes domestically, as it went through a series of changes
in corporate ownership with little or no experience in the restaurant business
There are 350 KFC outlets in India.[64] The company has adapted the standard KFC offerings
to Indian tastes and the menu options in India include the ever-popular Hot & Crispy Chicken
and Fiery Grilled bucket options, Chicken Zinger Burger, Rice Bowlz, the more recently
launched 5-in-1 Meal Box and a range of shakes called Krushers.

LITERATURE REVIEW
2.1 Literature Review
It 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 competitions 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 McDonalds 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 KFCs 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.

2.2 About the topic

Many people have studied on Modeling repurchase frequency and customer satisfaction for
fast food outlets. In this study, the relationships between customer satisfactions; repurchase
frequency, waiting time and other service quality factors in fast food outlets are modeled.
Results shows that waiting time, staff attitude, food quality and food variety all significantly
affect customer satisfaction.
Measuring customer satisfaction in the fast food industry: a cross-national approach. This
study provides a cross-cultural comparison of service satisfaction of fast food establishments
in four English-speaking countries. It is based on data collected from customers of five

globally-franchised fast-food chains, using a previously developed service satisfaction

instrument. The study reveals two empirically derived, cross-cultural fast-food customer
satisfaction dimensions: satisfaction with the personal service and satisfaction with the
service setting.
The impact of religious sensitivity on brand trust, equity and values of fast food industry.
The paper focuses on the fast food industry and concentrates only on the impact of religious
sensitivity on brand trust, equity and values. The results provide insights to the fast food
sector and other organizations of similar structure regarding how they could manage
marketing strategies for improved business performance
Perception about the Attributes of Selected Fast Food Retailers and their Impact on
Consumer Satisfaction and Sales. The study relies upon an extensive data set of consumer
satisfaction and sales information from approximately 180 consumers. The study advances
the measurement of behavioral links between consumer satisfaction and performance in the
food retail sector with firm-specific data. The study shows how firms can employ such results
to develop appropriate consumer satisfaction policies.

RESEARCH METHODOLOGY
3.1 Research Objectives
1. To study the awareness of the customers towards KFC.
2. To know the satisfaction level of customers with KFC.
3. To suggest remedial measures.
4. To study consumer behavior in purchase of non-veg item.

3.2 Research Methodology

Research methodology is the way to solve systematically about research problem. Rresearch
methodology describes the method and process applied in the entire study. It sequentially
refers to the various steps to be adopted by a researcher.

3.2.1 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 Delhi

3.2.2 Data Collection

(a) Primary Data Collection:
Under this method, I used questionnaire as an instrument.
(b) Secondary Data Collection:

Under this method, I collected different research projects.

Collected different data from books.

Collected data from other reports, internet.