Fast food is generally food or a meal which is pre-prepared, or which can be quickly cooked when you order it. You can buy fast food almost anywhere. Although fast food trend is quite new in Pakistan yet it is growing very fast, this indicate that such type of fast food restaurant have a very bright future in Pakistan .The two major fast food restaurants that have their outlets in the whole world, are giving tough competition to each other in Pakistan. Our research is based on the hypothesis that why people in Pakistan prefer KFC over Macdonald and we found that due to good quality and taste of food people prefer KFC .When KFC was introduced in Pakistan the prices was not affordable by people but now they have lower their prices. One reason was also the impressive packages due to which people prefer KFC over McDonald’s. While conducting our research we also came to know that KFC is more advertised this is one of the reasons that people prefer KFC over McDonald’s. We are going to discuss all of this in our research. 1.2 HYPOTHESIS
KFC is a spot light and McDonald’s is a side show.
1.3 AIMS AND OBJECTIVES
The trend of fast food is increasing day by day in Pakistan, this research is designed to generate knowledge about fast food restaurant in Pakistan, and hence this research is based upon two leading fast food brands in Pakistan. The main objective is to know that which brand is popular among majority. Which among the two brands is of higher quality. Which brand is more economical .Hence in general we conducted this research because we wanted to know that which brand is preferred and what is the reason behind it.
In sampling plan we draw sample, sample is basically a segment of the population selected for research to represent the population as a whole. In our research we targeted people from 18 to 30 .So we approached people who visit KFC and McDonald’s .Our sample size is 40 from the whole population .Our research instrument for collecting primary data is Questionnaire in which we ask twenty questions, all are close ended for accessing people’s preference. 1.5 METHODOLOGY
The empirical analysis of the “International fast food chains in Pakistan” was based on the primary data collected through personal observations by visiting KFC and McDonald’s located in the twin cities of Rawalpindi and Islamabad. The data were collected by filling questionnaire during rush hours in the afternoon between 12:00 noon to 2:00 p.m. In all, 40 customers were accounted for during the survey time period in KFC and McDonald’s. The data were collected during the first week of January 2010. 1.6 LITERATURE REVIEW
First we will take into account the history of KFC. The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders 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. Perfecting its secret recipe of 11 herbs and spices in 1939, KFC has come a long way. With over 10,000 outlets in the world, KFC has maintained its title, for the last 60 years, of being the chicken Experts. Now we will discuss the history of McDonald .At one time it was the largest global restaurant chain, but it has since been surpassed by multi-brand operator, in the competitor KFC is on top of the list. The business began in 1940, with a restaurant opened by brothers Dick and Mac McDonald in San Bernardino, California. The present corporation dates its founding to the opening of a franchised restaurant by Ray Kroc, in Des Plaines, Illinois, on April 15, 1955. Now McDonald's is present in 120 countries with about 32000 outlets. Market entry in Pakistan was not a big problem for KFC as it is a well-known international brand. In that stage they did promoted through their own brand. Their promotion statement was “KFC in Pakistan”. Opening the first KFC outlet in Gulshan-e- Iqbal in 1997. KFC wore the title of being the market...