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INTRODUCTION
KFC Corporation based McD's KFC
in Louisville, Kentucky Approximately 15% of McDonald's

restaurants are owned and operated by McDonald's Corporation directly. is the worlds most The remainder are operated by popular chicken others through a variety of franchise restaurant.and joint ventures. agreements is the is part of Yum! KFC world's largest chain of hamburger fast food restaurant

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119 countries and operates over worldwide, 31,000 restaurantsmoremillion KFC has than 1.5 than employing more 11000 restaurants million people. Serving more than 58 in customers daily 80 countries more than

Brands, Inc., which is the worlds largest McDonald's restaurants are found in restaurant system

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Produ ct

Plac e

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Pric e

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Promotio criticism n

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PRODUC T

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PLACE

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Proper food at reasonable prices

Cost base price strategy

Pric e

Market segment

Standard value meals

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Promotio n

Nobody does chicken like KFC

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Research objectives
We are conducting this survey to find out what

peoples perceptions of the KFC & McDonald brand currently and what they prefer more. options of McDonalds.

To compare KFCs menu options to the menu

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METHODOLOGY USED
Mall-intercept method, it is the most convenient

due to the overwhelming student population on campus.

Convenience sampling, because we dont want

biased results and we will get more of a variety students.

Our survey will consist of open ended questions. We will try to achieve our goal of 100 completed

respondents throughout different campus buildings, and through friends and co-workers. These surveys will take place through the next 1 7/28/12 week.

Sources of data
Primary Field survey Interview of

Secondary Internet books

friends and relatives

Mail survey

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Sample design
Target Population: Teenagers, young adults

and adults.

Sample size :100 Sampling method used:

-non probability sampling method -convenience sampling.

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Data analysis
Sampling units = Number of customer responded =100 Number of customer not responded =0

(Sample composition)
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Demographics

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RESPONDENTS ON BASIS OF GENDER

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Demographics on basis of USP

10 9 8 7 6 5 4 3 2 1 0

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Demographics on basis of AGE

10 9 8 7 6 5 4 3 2 1 0

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Demographics on basis of INCOME

12 10 8

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CONCLUSIONS

After my research on both the brand

McDonald & KFC, I come to conclusion that McDonald has a good product as compare to KFC. They have increased other varieties to attract the customers. And they are targeting the children by making a play land because children are the main source and important ones to push their parents to go to their favorite restaurants, and there price are also 7/28/12because of that they can compete with low

LIMITATIONS
Since we are only using convenience

sampling we will only be able to survey people located in town. questions, or dont answer questions truthfully. restaurant options on the survey.

People sometimes rush through open-ended

People may not be familiar with all of the

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Conclusion
McDonalds operates in an environment that

is influenced by diverse cultures, ethnic customs, religious tenets, political systems, consumer watchdog groups, and fierce competition from other entities seeking to erode some of the dominant market share that McDonalds enjoys. Including all of its shareholders in the process for ensuring that quality, value, consistency, customer relations, and a willingness to change with the winds of consumer preferences has been that recipe for success. 7/28/12

RECOMMENDATIONS

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