Research Methodology PROJECT

Mc Donald V/S KFC

Submitted By: - Submitted To:-

Sandhya A.S.
Deepanjali Bagga(039)
Deepash Kumar Bansal(040)
Deepti Sadhwani(041)
Devashree Gautam(042)
Ekta Sethi(047)
Ekta Srivastava(048)
Acknowledgement
We express our sincere gratitude to Prof. A. Sandhya, who guided
us consistently with her valuable inputs regarding the project. With
out her guidance we would not have been able to complete this
project.
 Introduction
Colonel Harland Sanders founded KFC as Kentucky Fried
Chicken in 1952, though the idea of KFC's fried chicken actually
goes back to 1930. The company adopted the abbreviated form of
its name in 1991
KFC, Hazratganj branch has been operating from the past 5 years
respectively and earning a profit of 320 $ per annum. Currently
from the past 3 quarters, profits have declined greatly.

KFC officials believe that opening of Mc Donalds is one of the

major reason for decline in their sale. They wish to conduct an
exploratory research to find out the attitudes and believes and shift
in the consumer behavior. The management problem lies that the
sales of KFC has been declining in the past 3 quarters in the
Lucknow region since a new Mc Donald’s outlet has been opened
up in the same area.
While McDonald’s Corporation is, the worlds largest chain of
hamburger fast food restaurants, serving more than 58 million
customers daily. In addition to its signature restaurant chain,
McDonald’s Corporation held a minority interest in the Chipotle
Mexican Grill until 2006, and owned the restaurant chain Boston
Market until 2007.
As we know both the fast food restaurants are the big giant of the
world so there is a need for a research to get some opinion of the
customers about these restaurants and find out that which
restaurant is performing better.
 RESEARCH METHADOLOGY

Source: Primary data collection

Methods:1) Survey
2) Questionnaire
3) Observation

Objective of Research methodology

These are the following objectives

of research methodology
 Problem Definition
 Development of an approach to the problem
 Research Design formulation
 Field work or Data collection
 Data preparation and analysis
 Report preparation and presentation
 Make the decision

PROBLEM DEFINITION
The management problem lies that the sales of KFC has been
declining in the past 3 quarters in the Lucknow region, Hazratganj
branch since a new Mc Donald’s outlet has been opened up in
Hazratganj area.

Research Questions
The various researches formulated are as follows:

1) What are the preferences of the people towards junk

food?
2) What are the changes in the food habits of the people,
which have lead to a decline in the sales?
3) Are people shifting from KFC to the newly opened
branch Mc Donald’s?
4) Are people becoming more health conscious and
quitting junk food.
5) What are the variety and variants of food proffered by
people in fast food centers?
6) What are the changes in the demographic features that
have lead to decline in sales?

RESEARCH DESIGN

An exploratory study will be conducted, as we do not have a

well-defined problem. We are conducting research in an
initial stage of the research process to find out the reasons
of decline in the sale of KFC, Hazratganj outlet.

VARIABLES

Scale Variable

Preferential order/rank order Preference of customers of

McDonalds over KFC.
Rating scale preference for food habits

Paired comparison scale Price preference of people

towards KFC and Mc Donals

Likert Scale Degree of health

conciousness

Likert scale Demographic features

effecting
purchase

Questionnaire

1. General information
Name
Age
Gender
Occupation
2. How frequently you eat out
Everyday
Weekly
Monthly
If other please specify

3.What are the places you generally visit when you go out to
have food?
Family restaurants
Lounges
Fast food centres
Others

4. Are you diet conscious?

Yes
No

5. How much money you are ready to spend on fast food.

Below rupees 50
Above rupees 50

6.Why do you visit fast food joints?

Out of habit
Shortage of time to cook at home
Any other.please specify

7.Compared to previous trend, have you increased eating

outside or reduced visiting junk food joints.
.

8.What is your opinion about home made food?

.

9. Do you like experimenting (try out new food?)

Yes
No

10. What are your eating preferences?

Vegetarian
Non-vegetarian
Both
Sometime

11. How often you visit KFC hazratganj branch?

Daily
Weekly
Monthly
Once in 2 months
Rarely
Never

12.Did you visit the new branch of Mc donalds at hazratganj?

Yes
NO

13.If yes, then do you intend to visit it again?

Yes
No
14.Do you find KFC products value for money?
Yes
NO

15.What are your favorite items on the KFC menu

.

16.What are your favourite items on the Mc Donalds menu

.

17. What factors do you consider important when visiting

McDonalds and KFC. Rank them
1. Very Good 2.Good 3.Satisfactory.4.Disatisfied
McDonalds KFC
Product Assortment
Pricing
Food Quality
Discount/Coupon
Nutrition
Waiting time
Service
Convenience

TESTING OF QUESTIONIARRE

We tested the questionare on few students and took

the sugeestions.
 1) Divya shirvastava-she suggested to change the
sequence of the 10th question and place it in the
beginning.
2) Baltej singh-He found the questions relevant and
easy to comprehend and fill
3) Shikha asthana-she found it difficult to answer
8th question which is a open ended one.

Sampling

In this case Convenience Sampling is being used.

As it attempts to obtain a sample of convenient elements- As

in this case respondents are selected because they happen
to be in the right place at the right time.
• Advantage of this is - economical, huge volume and it
is convenient to contact.
• Disadvantage-non representative, projection/
generalization beyond the specific sample is
inappropriate
• Usage- exploratory study

SAMPLING SIZE
We will use this formula

χ² = Σ(fo – fe)²
fe

fo= An Observed frequency

fe= An expected frequency
χ²= chi square test
We will use a sample size of about 100 people applying the above
mentioned formulae of chi square.

LEARNING FROM THE PROJECT

The project given to us is about adopting various research

methodologies to compare the sales of KFC and McDonalds.
By preparing this project we come across various problems faced
by KFC and McDonalds in retaining its customers by offering
different kinds of food vegetarian as well as non-vegetarian.
The sampling technique used is non probability sampling and the
procedure is convenience sampling. It is the sampling procedure
used to obtain those units or people most conveniently available.
We learnt how to recognize the basic problems. Also we have
learnt to prepare questionnaire, and decide about the sequencing of
questions in it as well.
We have analyzed various variables by using different kinds of
scales rating scale, likert scale etc.Using rating scales to measure
attitudes is perhaps the most common practice in business research

Self Evaluation by Ekta Srivastava:

I, as individual work on Introduction, Questionnaire and research
methodology part . In this Project I learned how to decide that
which research methodology will be better for what kind of
problem. I also learned that how to anlayse the research questions
by help of Questionnaire. I have also learn that how much
sequencing is important in a questionnaire. In this project we tried
to find out what are basic problems are facing by Mc Donald and
KFC.

Self Evaluation By Deepanjali Bagga:

From This Project, I have learnt that how can I make a good
questionnaire, which is relevant, accurate, impressive and simple,
through which the respondent can give all the answers in a
convenient way. I can also notice that which type of problems KFC
and MCDONALD can face. And after that which type of research
design, I can use to solve the problem.

Self Evaluation By Deepash Kumar Bansal:

From This Project, I have learnt that how can I make a good
questionnaire, which is relevant, accurate, impressive and simple,
through which the respondent can give all the answers in a
convenient way. I can also notice that which type of problems KFC
and MCDONALD can face. And after that which type of research
design, I can use to solve the problem.

Self evaluation by DEEPTI SADHWANI-

I came to learn about the nuances in creating a questionnaire,
identifying the research question, identifying the research design.
Through this project I got an insight about how to frame relevant
questions for a questionnaire which are easy to comprehend and
how to incorporate the rsearch questions in the questionnaire.

Self Evaluation By Devashree Gautam:

I have learnt that how can I make a good

questionnaire, which is relevant, accurate, impressive and simple,
through which the respondent can give all the answers in a
convenient way. , I learned how to decide that which research
methodology will be better for what kind of problem. I also learned
that how to analyze the research questions by help of
Questionnaire. I have also learned that how much sequencing is
important in a questionnaire.
I can also notice that which type of problems KFC
and MCDONALD’s can face. And after that which type of
research design, I can use to solve the problem.
Self Evaluation By Ekta Sethi:
I have learn that Self Evaluation By Ekta Sethi:

I have learnt that how can I make a good

questionnaire, which is relevant, accurate, impressive and simple,
through which the respondent can give all the answers in a
convenient way. , I can also notice that which type of problems
KFC and MCDONALD’s can face. And after that which type of
research design, I can use to solve the problem.