KFC:A Favorable Destination For Youth

Objectives of Research

To identify the reasons of entry of KFC in India. To understand the perception of Indian consumers for KFC product. To understand the perception of Indian youth for KFC product. To understand the problems faced by consumers.

Contents of Research

Introduction of KFC KFC focused on youth Competitors of KFC Problems faced by KFC Research Methodlogy Data Analysis Conclusion Suggestion

Introduction of KFC

KFC Corporation is the worlds most popular chicken franchise specializing in Original Recipe, Kentucky Grilled Chicken and The Colonels Crispy Strips with home-style sides, Honey BBQ Wings and freshly made chicken sandwiches. KFC has been serving customers complete, freshly prepared, family meals since Colonel Harland Sanders founded the concept in 1952. KFC serves more than 12 million customers each day in 109 countries and territories around the world. KFC operates 5,200 restaurants in the Unites States and more than 15,000 restaurants internationally. KFCs parent company is Yum! Brands, Inc., the world's largest restaurant company in terms of system restaurants, with more than 37,000 locations in more than 120 countries and territories and employing more than one million associates. Yum! is ranked number 239 on the Fortune 500 List, with revenues exceeding $11 billion in 2008.

KFC Focused On Indian Youth

KFC plans to grow on four fronts-geographical reach, food menu, serving hours and customer base, with particular focus on the Indian youth. "There is massive headroom for growth in India," says Niren Chaudhary, managing director of Yum! India, which also licenses quick-service restaurant chains Pizza Hut and Taco Bell to franchisees. After all, organised food retail accounts for barely 2% of the massive $90-billion, or approx 4.5 lakh crore, overall food business in the country. "But it (growth) is dependent on high volumes, since margins are low," says Chaudhary. Hence, KFC wants to serve 50 cities through 500 stores by 2015, up from just over 150 stores now. Second, it wants to move from being a lunch and dinner vendor to an all-day joint, and will look a breakfast and after-dinner options.

Competitors of KFC

KFC faces a wide number of direct and indirect competitors. KFCs main competitors are fast food chains such as McDonalds and Dominos, which are already well established throughout India.

Problems faced by KFC

KFC is also facing a high competition with Mc Donalds, Subway, Dominos in India.

The prices of products of KFC are quite higher as compared to its Competitors.
KFC is focusing more on Non Vegetarians items rather than Vegetarian items especially fried chicken. So only Non-Vegetarian eaters visit KFC to eat Chicken. Those who eat only vegetarian food do not visit KFC due to less variety of veg meal and also due to pathetic smell of chicken. KFC has also not yet invested much on R&D, and innovating new products for Indian Markets.

Research Methodology

Explorative research has been used for the project of KFC. The fundamental purpose of undertaking the research by a researcher is to gather proper knowledge and information about the project undertaken. The major emphasis in such studies is on the discovery of ideas and insight. Research is basically carried out for discovering, interpreting and revising the human knowledge on different aspects of the world. This helps the researcher to properly interpret and solve the problem for which the research has been carried out. Thus,it helps in the practical application of the work or analysis to be carried out.

Scope of the study In this study we are conducting surveys of customers to know the perception of Indian youth for kfc product.

Methodology The study is a survey based study and is based on the interviews of 40 respondents. Most of the responses are in the multiple choice format so as to compare the easily while others are in subjective format and therefore require qualitative analysis.