Business Research

Study Showing Differences in Consumer Perception between KFC and McDonalds

Executive Summary

With the increase in spending capacity of Indian middle class society, the mind set of consumers have changed in relation to recreational activities.
More frequently people have started to move out to eat, this has created scope for many fast food chains. But along with that it has also created competition among different food chains.
Hence each and everyone plays a major role in attracting customers. The trend can be seen by the increasing number of food chains.
That is why this topic was chosen for further study as this particular industry is fast becoming very competitive.

Our project comprises of comparison between KFC and McDonald’s, and the various factors that could affect the same. We have tried to do a holistic study of what these factors could be, and how would they affect the perception of consumers regarding these two brands.

Objectives of our Research: * Comparative perception of KFC vis-à-vis McDonald’s * Check whether the perception of males and females differ for these brands with regard to price, taste, quality and other such features * Check whether the perception of people from different regions differ for these brands with regard to price, taste, quality and other such features * Suggestions for improvements for KFC and McDonald’s

Tool used for collecting data:

Information collected by way of questionnaire.

Techniques used for Evaluation: * Comparative perception of KFC vis-à-vis McDonald’s * Check whether the perception of males and females differ for these brands with regard to price, taste, quality and other such features * Check whether the perception of people from different regions differ for these brands with regard to price, taste, quality and other such features *