Kfc & Mcd Strategies in India

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“Research on preference pattern of consumers of KFC and McDonalds”

Submitted By

Neel Patel (AM1012)
Puspendra Singh (AM2312)

Submitted To

Prof. Shreekant Iyengar
10 November 2012

McDonald’s and KFC are everybody’s favorite food trip destinations. When you like hamburgers, McDonald’s is always the top option. When you like fried chicken, KFC is always the first thing that comes to everyone’s mind. The reason for this is these companies claim of particular products that have became their trademark until now. The difference between McDonald’s and KFC is mainly the cuisine.

KFC is part of Yum! Brand Inc., which is world’s largest restaurant system. KFC has more than 11000 restaurants in more than 80 countries, serving more than 12 million customers each day. McDonald’s restaurants are found in 119 countries and operates over 31,000 restaurants worldwide, employing almost 1.5 million people, serving more than 58 million customers daily. Approximately 15% of McDonald’s restaurants are owned and operated by McDonald’s Corporation directly.

PROBLEM STATEMENT: What factors are currently influencing the consumer decision-making process in selecting between the McDonalds and KFC and how these companies responding to changing environment and consumer behavior to target each other? Our main Objectives from this research are to find:

* What is their perception about quality of domestic and international food products? * Where do they prefer to eat and why?
* How McDonalds and KFC target each other?

LITRATURE REVIEW: The following literature review will critically analyse the theories associated with the research topic. Firstly, it looks at the issues of  Consumer preference:
Hence it highlights the factors, which influence the consumer decision-making process, predominantly the consumer attitudes. Other articles examine more generally models...