Kentucky Fried Chicken: (Consumer Behavior)

L/O/G/O
KENTUCKY FRIED
CHICKEN ( CONSUMER
BEHAVIOR )
ADITYA GANJEWAR ANUPAM VADHUPPAN VIKRANT
SHAH
NILESH PATIL VARUN DAKE
INTRODUCTION
 KFC Corporation based in Louisville, Kentucky is the

world’s most popular chicken restaurant.
 KFC has more than 11000 restaurants in more than 80

countries and territories around the world.
 KFC is part of Yum! Brands, Inc., which is the world’s

largest restaurant system.
PRODUCTS
 CHICKEN DELIGHT - Chicken meal that include Original Recipe

or Hot & Crispy with fries and Pepsi.
 BURGER MEALS - Very famous range of KFC burger, Zinger meal,
Zinger chicken meal and Veggie feast meal.
 BUCKET - Hot & Crispy, Original Recipe, Chicken Strips.
 RICE MEAL - Veggie Rice Meal, Chicken Rice Meal.
 DESSERTS - Brownie Sundae, Soft Twirl.
KFC HISTORY
PROCESS OF CONSUMER
DECISION MAKING
POSTPURCHASE BEHAVIOR
VALUE IN CONSUMPTION
PURCHASE DECISION
BUYING VALUE
EVALUATION OF
ALTERNATIVES
ASSESSING VALUE
INFORMATION
SEARCH
SEEKING VALUE
PROBLEM
RECOGNITION PERCEIVING A NEED
CONSUMER DECISION
MAKING FOR KFC
PROBLEM RECOGNITION
PERCEIVING A NEED
 The need was hunger and the immediate satisfaction of hunger

through fast food.
 Mainly targeted at chicken lovers.
 The traditional eating habits in India have changed.
 Youngsters, now days want a hanging joint with good food.
 Growing fast food market : KFC came up as a ‘Burger king’.
INFORMATION SEARCH
SEEKING VALUE
The Internal factors of Information Search by consumers were :

1. Recall of advertisements/Print media.
2. Some perceived KFC as high price ,high quality.
The External factors of Information Search are:

1. Friends and Family. Public sources, including various product-rating
organizations such as Consumer Reports.
ALTERNATIVE EVALUATION
ASSESSING VALUE
Comparing the food joints-Mc Donalds, Wimpey's and KFC.
RATIONAL CHOICE : For burger or Non-Veg lovers.
ATTITUDE CHOICE: Some people perceived it as high price, high

quality products at KFC
ATTRIBUTE CHOICE THEORY: By knowing the product well, as in the

ingredients, hygiene factors, ambience etc.
PURCHASE DECISION
BUYING VALUE
The decision of buying a product at KFC was backed by many factors ( as known
by consumer survey ).
 SOCIAL SURROUNDINGS: The kind of people around i.e. Including others

present when a purchase is made.
 PHYSICAL SURROUNDINGS: Such as decor, music, and ambience, cleanliness

etc
 ANTECEDENT STATES: Which include the consumer’s mood or amount of cash

on hand.
POST PURCHASE BEHAVIOR
VALUE IN CONSUMPTION OR USE
POSITIVE FEEDBACK NEGATIVE FEEDBACK
1. Consumers were satisfied with 1. Some consumers found food as

the taste and quality of the bland and oily.
food. 2. They found the chicken has been
2. Some people were even cooked earlier and kept it in
satisfied with the environment warm environment.
and the friendly attitude of 3. One of the respondent renamed
people at cash counters. KFC as BFC(badly fried
chicken).
INTERNAL INFLUENCES ON
CONSUMER BEHAVIOR
MOTIVATION
For some, good food is one of the most important need because of this
reason people like to try and experiment with their taste. Any new food
joint is first visited by people who are internally motivated.
PERCEPTION
The people perceived KFC of international standards and created a mind

set that KFC would serve food of good quality and taste.
LEARNING
Behavior that results from

 Repeated experience
 Thinking.
Over years people have learnt about KFC from their advertisements, their print
media promotions. As KFC’s tagline “finger licking good” has made people
learn that it related to good taste.
 DRIVE: for good food

 CUES: advertising symbols, established KFC as one of food leaders.
 RESPONSE: purchasing products at KFC
 REINFORCEMENT: repeat purchase.
VALUES , BELIEFS AND ATTITUDES
ATTITUDE FORMATION: for years people in India have followed the same
Traditional food habits. Emphasis has always been given on the nutrition
content of the food. Our values and beliefs have been carried forward from
ages.
ATTITUDE CHANGE: Now the emphasis is more on the taste than the
Traditional nutrient values. With large no of entrants in India, the consumption
pattern of people have completely changed.
With addition of good quality food in market, the mind set of people are
changing and they accept these fast food joints a good place to enjoy their
meals.
LIFESTYLE
 As the internal factors are considered, the change is food pattern are affected by
attitudes and beliefs, but there is an important factor that has constantly
changed many life’s of many people.
 People are now oriented towards

 Principles
 Status
 Action
 These are governed by income, education, intelligence, energy level etc.

EXTERNAL INFLUENCES ON
CONSUMER BEHAVIOR
REFERENCE GROUPS
 Reference group is the one to which an individual refers. An individual

adapts its self to the group he is in. His consumption patterns, taste,
beliefs, behavior etc changes according to the group.
 As the consumption pattern changes, person who was not fond of KFC
may change according to eating habits of his group members. Even an
individual develops a taste of his referent group.
So the group has influenced people.
FAMILY INFLUENCE
 The traditions followed by family are carried forward in children. Family

consuming non-vegetarian food passes this attitude to their children also.
 Many respondents told us that they are non-veg because of their family.
 So people developed their interest of going to KFC because they are non
vegetarians.
 Small children go to KFC with their parent, which reflects that family plays an
important role in decision making.
SOCIAL CLASS
 KFC is targeted towards upper-middle class of society. For middle classes they
have launched a segment of products at cheaper rates.
 Social class is determined by

 Income
 Occupation
 Education
 Balanced level of all three creates awareness of new products and income gives
the purchasing power.
 So social class forms an important part of external influence on consumers

buying behavior.
CULTURE
 Different cultures have different beliefs :for some cultures Non -Vegetarian is
completely prohibited (e.g. Jain culture), whereas chicken is the main food item in
Punjab. Different cultures permit different beliefs and norms.
 This reflects the consumption patterns of an individual
 Culture is a very important factor from the view of a marketer.
 As KFC entered India, they studied the India culture, the norms followed here, as in
India beef is not consumed, so they did not include the beef food items in their
menu.
VALUES
VALUES REFLECTED
BY THE AD CAMPAIGN
 Limited
 Youth
 Cleanliness
 Change
VEGETARIAN VS NON-VEGETARIAN
56%
VEGETARIAN
44%
FAST FOOD PREFERENCES
82%
YE
S
18%
DO YOU KNOW ABOUT FAST FOOD JOINTS LIKE :
Contents
Pizza Hut
AWARENESS Subway
KFC
Mc Donald's
HOW OFTEN DO YOU VISIT KFC ?
PEOPLE WHO ACCOMPANY YOU ?
How did you come to know about KFC ?
Contents
Reports on TV / Print Media
PROMOTIONS Advertisements
Attracted by Food Joint
Word of Mouth
DID YOU LIKE THE CONCEPT OF SELF SERVICE AT KFC ?
85%
YE
S
15%
DO YOU LIKE THE FOOD SERVED AT KFC OUTLETS ?
88%
YE
12% S
CUSTOMER SATISFACTION
YOU VISIT KFC FOR ?
QUALITY 52%
QUANTITY 18%
PRICE 10%
OTHERS 8%
AMBIENCE
HOW DO YOU FIND THE AMBIENCE OF KFC ?
POOR 4%
AVERAGE 16%
GOOD 50%
EXCELLENT 30%
L/O/G/O
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L/O/G/O

 KFC Corporation based in Louisville, Kentucky is the

 KFC has more than 11000 restaurants in more than 80

 KFC is part of Yum! Brands, Inc., which is the world’s

 CHICKEN DELIGHT - Chicken meal that include Original Recipe

 The need was hunger and the immediate satisfaction of hunger

The Internal factors of Information Search by consumers were :

The External factors of Information Search are:

Comparing the food joints-Mc Donalds, Wimpey's and KFC.

RATIONAL CHOICE : For burger or Non-Veg lovers.

ATTITUDE CHOICE: Some people perceived it as high price, high

ATTRIBUTE CHOICE THEORY: By knowing the product well, as in the

 SOCIAL SURROUNDINGS: The kind of people around i.e. Including others

 PHYSICAL SURROUNDINGS: Such as decor, music, and ambience, cleanliness

 ANTECEDENT STATES: Which include the consumer’s mood or amount of cash

VALUE IN CONSUMPTION OR USE

POSITIVE FEEDBACK NEGATIVE FEEDBACK

1. Consumers were satisfied with 1. Some consumers found food as

The people perceived KFC of international standards and created a mind

Behavior that results from

 DRIVE: for good food

 People are now oriented towards

 These are governed by income, education, intelligence, energy level etc.

 Reference group is the one to which an individual refers. An individual

 The traditions followed by family are carried forward in children. Family

 Social class is determined by

 So social class forms an important part of external influence on consumers

 This reflects the consumption patterns of an individual

 Culture is a very important factor from the view of a marketer.

Attracted by Food Joint

YOU VISIT KFC FOR ?

HOW DO YOU FIND THE AMBIENCE OF KFC ?

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