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K&NS

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COMSATS INSTITUTE OF INFORMATION TECHNOLOGY, ISLAMABAD

Project

Report

SUBJECT: SUBMITTED TO: SUBMITTED BY:

CONSUMER BEHAVIOUR
MADAM. AZIZA

Anum Aslam Asma Tahir Bilal Afzal Ehtisham Ahmad Faizan Askari Muhammad Hasnain Syed

(SP08-BBA-005) (SP08-BBA-009) (SP08-BBA-013) (SP08-BBA-015) (FA07-BBA-031) (SP08-BBA-037)

Section: BBA VII-A

DATED:

16-05-2011

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ACKNOWLEDGEMENTS

In the name of ALLAH, the most beneficial and the most merciful. Our acknowledgement goes in that we would like to sincerely thank our esteemed lecturer MADAM. AZIZA for providing us adequate room to bring our ideas to forefront and who taught us greatly throughout the semester. We would like to say Alhamdulillah, for giving us the strength and health to do this project work till it was done. Not to forgot, our families for providing everything, such as financial aid, and most importantly their moral support understanding and enlightening advices related to the project. Internet, books, computers were our sources to complete this project. They also supported us and encouraged us to complete this task so that we will not procrastinate in doing it.

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DEDICATION

This work is dedicated to our parents without whose patience, support and understanding we wouldnt have compiled this report today and also to our teacher Maam Aziza who had never failed to help us in any way possible to be professional and dedicated to our work

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TABLE OF CONTENTS

HISTORY---------------------------------------------- -----------------------------------------------------6 COMPANY INFORMATION_____________________________________________________6 CERTIFICATION______________________________________________________________7 PRODUCTION UNIT___________________ _________________________ _________9

RETAILER STORES ______________________________Error: Reference source not found PRODUCTION________________________________________________________________9 MERITS OF PROCUTS_________________________________________________________9 CRITERIA FOR HYGENIC PRODUCTS___________________________________________9 BOLIER PRODUCTION____________________________Error: Reference source not found POUTLRY PROCESSING PLANT____________________Error: Reference source not found PRICE AND PACAKING ___________________________Error: Reference source not found QUESTIONNAIR ANALYSIS________________________Error: Reference source not found

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HISTORY

Pakistan is in the list of developing countries where the malnutrition remained the major problem, because of this one out of four deaths occurred before the age of five. There were the need of such full of nutritional food that give strength and protein to every chicken lover. The man with the single objective on mind to provide better chicken to every chicken lover started with the small poultry farm. His name was Khalil Sattar and the journey to success was started in January 1964. He started his business as a national brand with a small poultry farm which they gave him success to attain a remarkable position in the food industry. This was the simple, inspired and nationalistic beginning of K&Ns with a single-minded objective of providing better nutrition for Health and Happiness of the Nation.
COMPANY INFORMATION

Mission K&N's Safe & healthy chicken - Objective is to providing better nutrition for health and happiness of the nation

About K&Ns is the biggest supplier of Halal chicken which is off course a National brand and has won the hearts of the Pakistani people. Since its inception in 1964, they took the broad steps to achieve their targets by providing the safest frozen chicken which was new in the Pakistan. Their Corporate Headquarter is situated at Shara-e-Faisal, Karachi-75350, Pakistan. Although to cater the needs of customers, time by time they introduced new categories of products into their business to retain and exceed their valued customers expectations. They followed the marketing strategy that directly targets the Pakistani culture in their TV ads.

CERTIFICATIONS
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Halal Pakistan is a Muslim country where there was the need that the frozen chicken must be Halal, so in order to keep the companys image clear K&Ns received the Halal Certification from DarulIfta of Jamia Ashrafia and Jamia Naeemia, both authentic institutions for granting Halal certification.

ISO 9001:2008 certification To ensure the quality of their products, the Company has acquired the Quality Management system to make the processing of the chicken clean and safe for their customers so that they can keep themselves consistent in the services which are being offered by K&Ns.

HACCP This certification provides ensure that the product is free from any chemicals and microbiological elements which may stimulate or harm the hormonal changes that occurred in the body. So their products are free from any harmful effects which other frozen foods lacks in.

PRODUCTION UNIT Following are the main products produced under the supervision of their latest staff include: Ready-to-Cook Products: Nuggets Hot Tenders Croquettes Chapli Kabab Burger Patties Haray Bharay Nuggets Chicken Tempura Tender Pops Kofta Combo Wings Fun Nuggets Shami Kabab Fully Cooked Products: Seekh Kabab Chunks Kafta Kabab Deli Line Products: SKINLESS SAUSAGES Breakfast Sausage Cocktail Sausage Jumbo Frank Sausage
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Frankfurter Sausage Hot Franks COLD CUTS Bologna Slices Mortadella Slices Pastrami Slices Pepperoni Slices SMOKED MEATS Smoked Breast Fillet Strips

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K&N'S CHICKEN STORES & OTHER RETAILERS

CITIES
ABBOTTABAD CHINIOT DHARKI FAROOQABAD GUJRAT JARANWALA KAMRA KHARIAN LARKANA MANSHERA MIRPUR MATHELO MURREE NOWSHERA PESHAWAR RAHIM YAR KHAN RISALPUR SARGODHA SUKKUR WAZIRABAD BAHAWALPUR DASKA DINA GUJAR KHAN HYDERABAD JHELUM KARACHI LAHORE MACHI GOTH MARDAN MIRPURKHAS NAUSHAHRO FEROZ OKARA PITARO RAIWIND SADIQABAD SHORKOT TANDOALLAHYAR CHAKWAL DERA GHAZI KHAN FAISALABAD GUJRANWALA ISLAMABAD KABIRWALA KHANEWAL LALAMUSA MANGLA MIR PUR AJK MULTAN NAWABSHAH PANU AQIL QUETTA RAWALPINDI SAHIWAL SIALKOT WAH CANTT

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K&N KNNS PRODUCTION

K&Ns maintains layer and broiler parent stock populations in different regions of Pakistan. Layer parent stock farms are located in the south Broiler parents are bred in the colder mountainous northern region

MERITS OF K&N PRODUCTS

1. Ensuring-clean & healthy environmental friendly packaging: To ensure strict bio-security, all breeder farms work on the important principle of all-inall-out to avoid multiple ages at any breeder farm. Breeding stock is housed in environment-controlled houses equipped with most modern ventilation, cooling and heating equipment. 2. Safety procedures implementation: a) Controlling disease spread rate: Strict bio-security measures are taken at all farms to reduce the risk of disease transmission through mechanically and physically transferred disease causative agents. b) Primary focus: Careful attention is paid to bird health, vaccination, weighment and selection to maintain healthy and uniform breeding flocks.
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3. Promise of no compromise over quality:

K&Ns operates several strategically located hatcheries covering all day-old chick markets to ensure delivery of high quality layer and broiler day-old chicks to commercial farmers throughout Pakistan
CRITERIA FOR HYGIENIC PROCEDURES:

All hatcheries are equipped with: a) modern cooling b) heating c) humidification systems

Benefit: to provide a uniform and consistent hatchery environment independent of varying outdoor weather conditions.

Optimal conditions provided: Incubators from world-renowned manufacturers are installed at all hatcheries and their performance data is recorded and monitored by a computerized incubation monitoring system. Designing safe harvestation methods: Sanitation and hygiene is enhanced by mechanically transferring eggs from one type of tray onto another until chicks are harvested from hatchers. Vaccination: Maximum care is exercised while handling, reconstituting and administering vaccines using proper techniques and modern equipment. Special vehicles for transportation: Day-old chicks are delivered to farmers in environment-controlled chick delivery vehicles to maintain quality during transit. After making deliveries, vehicles are washed and disinfected before entering the hatchery premises to avoid any risk of carrying disease causative agents back to the hatchery from the field.

BROILER PRODUCTION:

In addition to supplying day-old chicks to farmers, K&Ns is also engaged in broiler growing at company owned farms to produce broilers for poultry processing plant. Under the watchful eye
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of poultry nutrition, health and housing specialists, they grow-up in large, clean and airy houses equipped with state-of-the-art heating, cooling and ventilation equipment.

POULTRY PROCESSING PLANT:

Steps For Production Healthy Nutritive Yield (Food):

Limitation to use only healthy chickens: At state-of-the-art poultry processing plant, only healthy chickens are used to produce high quality, safe and healthy chicken products. Chickens are Halal slaughtered by hand (Islamic Zabeeha) strictly according to The Shariah. Processing method: After Halal slaughter, chickens are processed in the most hygienic and automated manner.

During processing: a) The birds are washed inside out b) Veterinarians constantly examine the birds to confirm they are wholesome c) Cleaning is constant and each evening the entire operation is completely washed and sanitized. d) Only after very thorough inspection, the plant begins operation each day.

Lab testing - Isolation of samples: All chickens pass through veterinary inspection to confirm they are wholesome. To keep a continuous check on quality, hygiene and foodsafety, random samples are collected from the processing line for lab testing. Packaging to final usable form: Some chickens are prepared to ship whole; others are packed as bone-in cuts or boneless products. Products for quality and food-safety conscious institutions - such as hotels, restaurants, airlines, clubs and international restaurant chains - are cut according to their specific requirements and packed in bulk packaging. Products for retail are packed in K&N's branded packaging and individually weighed, adding another step to K&Ns quality control.

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Taste maintenance: Products are then blast frozen at a very low temperature of 30C to ensure product freshness, taste and food-safety.

PRICE and PACKAGES K&NS PRICE LIST

REGIONAL SALES OFFICE ISLAMABAD: TEL 051-2227803-04 REGIONAL SALES MANAGER NAVEED AKHTAR QAYYUM 0345-8557065

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S/NO.

PRODUCTS

PACKING IN KGS.

PRICE RS. PER PKT

Whole Chicken

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1 2 3 4

Whole Chicken w/o Giblet 8 Whole Chicken w/o Giblet 9 Whole Chicken w/o Giblet Whole Chicken w/o Giblet
Designer Cuts

0.8 0.9 1.1 1.2

200 225 275 300

5 6 7 8

Drumsticks Boti Cut Karahi Cut Wings


Premium Boneless Meat

1.0 1.0 1.0 1.0

255 270 240 195

9 10 11

Breast Fillet Boneless Handi Qeema Extra Lean

0.5 0.5 0.5

215 215 215

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Easycook (Ready-To-Cook)

12 13 14 15 16 17 18 19 20 21 22 23 24

Burger Patties Burger Patties (Economy Pack) Combo Wings Nuggets Nuggets (Economy Pack) Kofta Keota (Economy Pack) Chapli Kabab Chapli Kabab (Economy Pack) Croquettes Croquettes (Economy Pack) Chicken Tempura Chicken Tempura (Economy Pack)
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0.37 1.115 .850 .270 1.0 .300 .810 .296 .888 .260 1.0 0.25 0.75

150 400 335 150 410 150 375 150 385 150 410 150 410

25 26 27 28 29 30 31 32 33 34

Haray Bharay Nuggets Haray Bharay Nuggets (Economy Pack) Hot Tenders Hot Tenders (Economy Pack) Fun Nuggets Fun Nuggets (Economy Pack) Tenders Pops Tenders Pops (Economy Pack) Shami Kabab Shami Kabab (Economy Pack)

.270 1.0 0.260 0.780 0.265 0.795 0.260 0.780 0.252 0.612

150 410 150 410 150 345 150 410 135 315

Quickserve (Fully Cooked)

35 36 37 38 39

Seekh Kabab Seekh Kabab (Economy Pack) Kafta Kabab Kafta Kabab (Economy Pack) Chicken Tikka Chunks

0.205 0.540 0.200 0.515 0.700

150 360 150 360 400

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QUESTIONNAIRE BUILT FOR USERS:

Name: Profession: 1. Do you know yourself accurately? Not at all Slightly Moderately Quite a bit Almost totally

2. Does your culture shape your sense of self? Not at all Slightly Moderately Quite a bit Almost totally

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3. Do your beliefs influence your thoughts and actions? Not at all Slightly Moderately Quite a bit Almost totally

4. Do you feel easy to express emotions? Not at all Slightly Moderately Quite a bit Almost totally

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5. Do you meet people readily and participate in activities? Yes very true True Moderately true Not at all

6. Do you like to be the centre of attention? Yes very true True Moderately True Not at all

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7. Do you feel pride using K&Ns? Yes No

8. What makes you buy from K&Ns?

9. Do you only buy from K&Ns? Yes No

10. Why do you prefer K&Ns over other outlets?

11. If K&Ns lunches a new product, what is your eagerness? High Moderate Low

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12. Are you a regular user of K&N's products? Yes No

13. Do you think products that K&N's offers are purely Halal? Yes No

14. Who prefer to choose K&N's products? I choose By someone else

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15. Do you achieve satisfaction by using K&N's products? Yes Sort Of No

16. Is K&Ns products time saving to cook? Yes Sort Of No

17. Do you prefer to give K&N's products to your children? Yes No

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18. Do you buy K&N's products as they offer variety in menu? Yes No

19. Is it affordable price wise? Yes No

20. Will you prefer to go to buy K&N's products far, if it is not available near you? Yes No

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QUESTIONNAIRE BUILT FOR NON-USERS:

Name: Profession: 1. How much you know yourself? Not at all Slightly Moderately Quite a bit Almost totally

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2. How ideally society perceive about you? 3. Do things upset you easily at work place? Yes very true True Moderately true Not at all

4. Are you type of a person who hides his/her feelings? Yes very true True Moderately Not at all

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5. Do you blurt things out without thinking? Yes very true True Moderately True Not at all

6. Do you talk more than listen? Yes very true True Moderately true Not at all

7. Why dont you prefer K&Ns over other contemporary chicken products? 8. Do you have any problem related to K&Ns product ingredients? Not at all Slightly Moderately Quite a bit Almost totally
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9. What resists you in using K&Ns ? 10. Do you have any problem related to its packaging? Not at all Slightly Moderately Quite a bit Almost totally

11. Do you have any problem related to its price? Not at all Slightly Moderately Quite a bit Almost totally

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THE BRAND ICON OF PAKISTAN SHIELD 2008 K & N's Chicken Khalil. A. Sattar Chairman K & N's food

REFERENCES: K&NS STORES Shop No.17, Ground Floor, Plaza 2000, I-8 Markaz Hamza Plaza, Satellite Town, Commercial Market Shop No.59 A-B, Plot No.15, Bank Road/Muree Road, Saddar

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