A RESEARCH REPORT

ON

“MARKETING STRATEGIES OF
RESTAURANT WITH REFRENCE TO
KFC”
Submitted in partial fulfillment of the requirement for

DR. A.P.J ABDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW

Master Of Business Administration (M.B.A.)
BATCH:- 2018-2020
SUBMITTED TO:- SUBMITTED BY:-
PROF.NIDA QASMI UMASHANKAR
ROLL NO:- 1876070117

LOTUS INSTITUTE OF MANAGEMENT,BAREILLY

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 Acknowledgement

We would like to express my hearty gratitude to my

faculty guide, “PROF. NIDA QASMI ” for giving us the
opportunity to prepare a project report on
“MARKETING STRATEGIES OF RESTAURANT
WITH REFRENCE TO KFC ” and for his valuable
guidance and sincere cooperation, which helped us in
completing this project.

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 ABSTRACT

Kentucky Fried Chicken (KFC)- one of the most known fast food chains in the
world started in the early 1930's by Kernel Sanders in the Southern USA as a small
franchise operation. Colonel Sanders has become a well known personality
throughout thousands of KFC restaurants World wide. Quality, service and
cleanliness (QSC) represents the most critical success factors to KFC's global
success.
Food, Fun & Festivity, this is what KFC is all about. Leading the market since its
inception, KFC provides the ultimate chicken meals for the Chicken Loving
Nation. Be it Colonel Sanders secret Original Recipe Chicken or the Hot & Spicy
version, every bite brings a YUM on the face. At KFC we proudly say:
KFC has more than 11,000 restaurants in more than 80 countries and territories
around the World. In 1971, Heublein, Inc. acquired KFC, soon after; conflicts
erupted between the Colonel (which was working as a public relations and
goodwill ambassador) and Heublein management over quality control issues and
restaurant
KFC is part of Yum! Brands, Inc., however in the case of Pakistan KFC builds the
relation of Quality Service and cleanliness for Customer.
KFC was acquired by PepsiCo in 1986; it had grown to approximately 6,600 units
in 55 countries and territories. Due to strategic reasons, in 1997 PepsiCo spun off
its restaurant businesses (Pizza Hut, Taco Bell and KFC)
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”.

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 INDEX
Title Page………………………………………………1

Acknowledgement…………………………………….2

Abstract…………………………………………………3

Index…………………………………………………..4

 Company profile…………………………5-27

 Objective Of the study…………………………28-29

 Research Methodology…………………………30-38

 Data Analysis And Interpretation…………………….39-50

 Findings……………………………………………..51-52

 Recommendation & Suggestion…………………..53-54

 Limitation …………………………….………55-56

 Conclusion ……………………………………57-58

 Bibliography…………………………………....59-60

 Questionnaire…………………………………....61-64

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CHAPTER-1
COMPANY
PROFILE

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 Introduction of KFC

KFC Corporation, based in Louisville, Kentucky, is the world’s most

popular chicken restaurant chain, specializing in Original Recipe ®, Extra Crispy
TM, and Colonel’s Crispy Strips® chicken with home style sides and five new
freshly made sandwiches. Every day, nearly eight million customers are served
around the world. KFC’s menu everywhere includes Original Recipe® chicken—
made with the same great taste Colonel Harland Sanders created more than a half-
century ago. Customers around the globe also enjoy more than 300 other products
—from a Chunky Chicken Pot Pie in the United States to a salmon sandwich in
Japan.

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 KFC continues reaching out to customers with home delivery in more than
300 restaurants in the United States and several other countries. And in quite a few
U.S. cities, KFC is teaming up with other restaurants, Taco Bell and Pizza Hut,
selling nearly fifty years ago; Colonel Sanders invented what is now called “home
meal replacement” – selling complete meals to harried, time-strapped families. He
called it, “Sunday Dinner, Seven Days a Week.”

Today, the Colonel’s spirit and heritage are reflected in KFC’s brand
identity – the logo features Colonel Harland Sanders, one of the best recognized
icons in the world.

KFC
KFC specialized in chicken and they says,

“No body’s cooking like KFC today and we are the chicken experts”
“There is no competitor for spicy chicken which is made by KFC”

Introducing New Product

Now enjoy T2O Cricket festivity with KFC's exciting new offer; Get a
complete T20 Meal Box which includes; 1 Zinger Burger, 3 pcs. Hot Wings, 1
regular Drink, 1 Fries and 1 Dinner Roll ! in only Rs 320/- only

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KFC History
KFC is an internationally renowned fast food industry in the world. They have the
main ambition to increase & maintain the quality in fast food industry. Their
aim is to capture the fast food market. Basically they want to provide their
products to anyone that is why they expanding their branches in all over the
world.

They want to increase their profit through giving maximum satisfaction &
other better facilities to people that they want. Now after catching such a
marvelous position in the International Market, KFC is introducing a new item
“Boneless Fried Chicken”, with even more attractive and charming taste.

Company’s Overview
Colonel Harland sanders, born September 9, 1890, actively began franchising his
chicken business at the age of 65. Now, the Kentucky fried chicken business
he started has grown to be one of the largest retail food service systems in the
world. And colonel sanders, a quick service restaurant pioneer, have become a
symbol of entrepreneurial spirit. More than two billion of the colonel’s “finger
lickin’ good” chicken dinners are served annually. And not just in America.
The colonel’s cooking is available in more then 82 countries around the world.

When the colonel was six, his father died. His mother was forced to go to work,
and young Harland had to take care of his three year old brother and baby sister.
This meant doing much of the family cooking. By the age of seven, he was a
master of a score of regional dishes. Ate age 10, his first job working on a nearby

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 farm for $2 a month. When he was 12, his mother remarried and he left his
home near Henryville, Ind., for a job on a farm in Greenwood, Ind.
He held a series of jobs over the next few years, first as a 15-year-old streetcar
conductor in New Albany, Ind., and then as a 16-yearold private, soldiering
for six months in Cuba.

After that he was a railroad fireman, studied law by correspondence,

practiced in ustice of the peace court, sold insurance, operated an Ohio River
steamboat ferry, sold tires, and Operated service station. When he was 40, the
colonel began cooking for hungry ravelers who stopped at his service station in
Corbin, KY. He didn’t have a restaurant then, but served folks on his own dining
table in the living quarters of his service station.

As more people started coming just for food, he moved across the street to a motel
and restaurant that seated 142 people.Over the next nine year, he perfected
his secret blend of 11 herbs and spices and the basic cooking technique that is
still used today.

Values of KFC
Focus all our resources to our restaurants operation because that is where we
serve our customers.
Reward and respect the contributions of each individual at KFC.
Expand and update training with time and be the best we can be and more.
Be open, honest and direct in our dealings with one and other.
Commit ourselves to the highest standard to the personal and professional
integrity at all times.

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 Encourage new and innovative ideas because these are the key to our
competitive growth.
Reward result and not simple efforts.
Dedicate ourselves to continuous growth in sales, profit and size of
organization.
Work as a team.

Philosophy of KFC the CHAMPS program

Champs stands for our belief that the most important thing each of us can do is to
focus on the customer. It stands for our commitment to provide the best food and
best experience for the best value.

CHAMPS stand for the six universal areas of customer expectation common to all
cultures and all restaurants concepts.

The CHAMPS

These are:
Cleanliness
Hospitality
Accuracy
Maintenance of Facilities
Product Quality
Speed of Service

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CHAMPSis the philosophy to ensure that the customer has the consistent quality
experience in every restaurant, everyday, on every occasions and you will be
playing role in delivering CHAMPS to our customers.

Mission of Statement
“ To be the leader in western style restaurants through friendly service, good
quality food and clean atmosphere “

Goals of KFC
Build an organization dedicated to excellence.
Consistently deliver superior quality and value in our products and services.
Maintain a commitment to innovation for continuous improvement and
grow, striving always to be the leader in the market place changes.
Generate consistently superior financial returns and benefits our owner and
employees.
To establish in Pakistan our position as leading WQSR (Western Quick
Service Restaurant) chain, serving good value. Innovative chicken-based
products.
Consistently, providing a pleasant dining experience, with fast friendly, in a
clean and convenient location. At all times we must be dedicated to providing
excellent and delighting customers.

Product Issues
General description:
Features:
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Quality Control Over Ingredients

Every Chicken Tested

K & N’s state-of-the-art Quality Assurance Lab monitors the entire integration
process from livestock to feed and on to preparation of ready-to-cook and cooked
products.

Every Chicken Certified

HACCP – K & N’s ensures food safety by implementing the international HACP
(Food Safety System) and enjoy the unique privilege of being the first and only
HACCP certified company is Pakistan producing chicken and chicken products.
Free from diseases and bacteria, drug residues and other contaminants.

Quality Assurance Certificate

Director General ( Research ) has issued quality assurance certificate for the
chicken used by KFC.

Packaging
We are asked as many questions on our packaging as our products by our
customers. The packaging for KFC products is chosen according to performance
against three key criteria:

Heat Retention
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 Moisture removal
Grease absorption
The packaging material and carton design are all adapted to maximize performance
against these three criteria.

Recycled Paper
All our clamshells and chicken boxes contain as much recycled material as it is
legally allowed. By law we are required to have virgin fibre board in any part of
the packaging that is in contact with food. Any virgin fibre comes from board
suppliers who use pulp bought from managed forest in Scandinavia. This ensures
that any wood cut for paper production is replaced with new plantings.

Environmental Concerns
Over and above ensuring our packaging is supplied via recycled or renewable
resources; KFC are enthusiastically complying with the new environmental
directives on recovery and recycling of packaging waste.

Litter
We at KFC UKI are aware of our responsibilities to the Management of Litter and
all our packaging carries the ‘Keep your Country Tidy’ signs.

Branding
This research measured and compared the brand identity of Kentucky Fried
Chicken (KFC) in Pakistan. Brand identity was defined as the customer
impressions of four different KFC identity elements - properties, products,

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presentations, and publications. A survey of young consumers in the countries (n =
795), showed that the respondents were more apt to eat within KFC restaurants,
and spend more time doing so, than the Americans. The Chinese also had
much more positive impressions of KFC. Brand identity impressions were
correlated with overall customer satisfaction and with future patronage
intentions for both groups. These findings support a model where differences
in cultural frames of reference lead consumers to actively localize the brand
identity of this nominally globalized product.

 Substitutes and Complements

As mentioned above, there are a few major competitors in the fast-food
industry in Pakistan for KFC, namely McDonald’s, Pizza Hut, Domino's and
Subway. The substitute products, in this case, would be burgers, pizza, and
sandwiches. Though they are competitors, their primary products differ greatly
from each other, in that they sell, chicken, burgers and fries, pizzas, and
sandwiches, respectively. Traditional Pakistan dining, home-cooked meals, and
grocery stores with ready-to-eat foods are also substitutes, as families could choose
any one of these over fast food for a meal. These substitutes are definitely
considered healthy as compared to the fast food chains. Even foods from street
vendors count as substitute goods.
While other fast foods serve as substitute to KFC, they can also serve as
complements for fast foods as a whole. If the general price of fast foods goes
up,KFC’s price rises as well, and the same can be said of the quantity sold of these
products, which make them complements to each other. KFC also sets up stores
located near popular tourist attractions, so tickets to these tourist spots are also

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complementary goods because the more people tour these attractions, the more
customers KFC will get.

Behavior
In behavioral aspect they segmented the market on the basis of quality, taste and
price. Following are the different possible segments in this regard.
Taste conscious
Quality conscious
Class conscious
Combination of price and quality

Geographical Basis
On the basis of the geographical factor we have divided our market in three main
segments.

Urban areas
Sub urban areas

Profile criteria:
1.Gender:KFC is for each gender both male and female.
2.Income:Everyone can use the KFC service upper and middle class .
3.Age:age limitation for using this product above 15
4.Occupation:By profession also everyone can use this product means businessman
student workers and other peoples.
5. Education:It has no need more education that why the person who know
something caneasily enjoy with this product.

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6. Family life cycle:KFC is suitable in every stage of life like single married couple
and also those who have children can use this product.
7. Lifestyle:This product is used in every level of social class like upper, middle
class.
8. Attitude :When the customers once buy this product after that they can use the
product continuously.
9. Purchasing decision:Often KFC changes the purchasing decision of customers
because of its good attributes.
10. Geographic region:Geographically KFC is used in every part of the country as
well as all over the world.

Product positioning
Customer perceive this product as a unique product that other are not giving .
Attitudes
The attitudes of the public is very good people like our this new product like
others.
Purchasing process:
Many people come from home to eat this , and some make impulse decision as
they saw it .

Market Coverage Strategy

KFC will be using differentiated market coverage strategy. It means that different
marketing mix will be used for different age groups.

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Economic Analysis of Market
A market in this context refers to a number of all actual and potential buyers
of a product(Kotler et al 2003). These buyers have a need to satisfy their needs
through exchange . These needs make up the demand for particular products and
services. Several components must be considered, as all these components have a
direct or indirect impact on KFC’s success.Changes in the below described
components over the last couple of years have led to big changes in people’s
attitudes towards healthy food. It explains why Australians today want to eat
healthy and nutritious-rich food in order to keep themselves healthy and that KFC
must adjust their range of product and their company image to appeal to these new
expectations, people have .

Macro environment
KFC operates in a larger macro environment of forces that creates opportunities,
but also threats. (Kotler et al 2003). A company such as KFC usually cannot
influence trends in the macro environment, as they affect people and organisations
on a larger scale.

However, KFC has to carefully examine macro environmental trends and must
create competitive responses to such trends. There are six major macro
environmental forces KFC has to take into account.

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Micro environment
The microenvironment consists of all forces that are close to KFC, and on which
KFC has an impact. They directly affect KFC’s ability to serve its customers.
(Kotler et al 2003). Three major components influence KFC’s micro environment:

Customers
KFC’s customer market consists solely of the consumer market (Kotler et al 2003).
KFC’s products are bought by individuals (males, females, singles, and families).
Therefore, the product range KFC offer should appeal to as many people within
this consumer market as possible, to ensure that the maximum amount of products
can be sold. The characteristics of these individuals and a segmentation of them
are discussed later in this report.

Strengths and weakness of competitor

Strengths: 38 products, Attractive Outlets, Huge Marketing, Budget, More
entertainment for kids

Weaknesses: Same type of Menu, No Home Delivery

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How they compete their competitors ?
It is found that KFC compete its competitors by five ways:
o KFC compete its competitors through marketing strategy
o They offered different packages at different events like ramdan offer,
midnight offer etc.
o KFC compete there competitors by providing good services
o They must hired the hard selling persons to market their product in the
market and motivate their employees for the sake of organizations and
employees do well and they compete there competitors KFC has
quality products and through these quality products they compete their
competitors.

Marketing Strategies Of KFC

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 There are different strategies adopted by KFC for different events. They
market their products on different events and in different activities as they
are helping SOS village.

According to KFC, kids become the future permanents customers and we

know very well that without any marketing strategy no marketing program
and no product is successful because we depend upon customers, customer not
depend on us. KFC is following Niche Marketing and Societal Marketing
techniques. KFC possess a western culture because some of the people are also
following that culture.

KFC are moving from Divisional Level to the District level by opening
branches
KFC also offer free home delivery.
KFC open their outlets on reachable places.
KFC menu consists of more than 30 products.
KFC gives more priority to Family.

Marketing
Since 1982, KFC’s “All-American salute to Mothers” national card contest
has been KFC’s way of honoring moms and their families for making
mother’s Day KFC’s biggest sales day of the year. The contest encourages
children to creatively express their feelings for their moms by making a
homemade card and give them chance to compete for more than $10,000
in cash and prizes. Educational packets, including language, history and art
exercises highlighting Mother’s Day, were sent to thousands of schools
nationwide.

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There are 4 P’s of Marketing:

1. Production
2. Pricing
3. Promotion
4. Placement

Production:
Basically the product is anything that be offered to a market for attention,
acquisition, use, or consumption that might satisfy a want or need. KFC is
specially dealing in the chicken products; Basically, KFC has the special raspy
for chicken products that is why, KFC known as a chicken specialist allover
the glob. KFC target the Asia and east side because they observe that they
people are like the chicken products, so they enter in the market due to the
demand of their chicken products. KFC product variety of product in the
chicken, those products are:

Products:
· Original recipe® chicken

· Extra Tasty CrispyTM chicken

· Hot WingsTM pieces
· Tender Roast® chicken
· Chunky Chicken pot pie
· Kentucky Nuggest®
· Colonel’s Crispy Strips®
· Honey BBQ sandwich

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 · Original Recipe® Sandwich
· Tender Roast® Sandwich
· Triple Crunch® Sandwich
· Triple Crunch ®Zinger® Sandwich

Brand:
There are three brands of the KFC:
1) Taco bell
2) Pizza Hut
3) Long john silvers

Pricing:
KFC during pricing their products keep the different points in the mind like they
adopt the cost base price strategy. Pricing of the product includes the Government
taxes and excise duties and then they come at final stage of determine the price of
their products. KFC prices of products are a bit high according to the market
segment and it is also compatible to the stander of their products.

Promotion:
Promotion is one of the necessary plates in any form of business or in other
words you can say that promotion is the key of success. If you promote your
product at the right time. KFC also known the importance and significance of
promotion so they uses the bill boards the major source of advertisement and one
of the most important thing that they uses media especially the newspapers to
promote their products. They are also creating awareness among the masses about
their existing product range as well they tell us about the future product.

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Marketing efforts to be taken by the restaurant:
Paste delivery posters at petrol pumps, flats, colleges, plazas, and
departmental stores.
Distribution of delivery flyers in residential areas, markets, plazas and
institutions (as per the plan)
Visit offices and business places.
Placement:
In the case of the KFC the placement of the product is not important but the
placement of the restaurant is important. The products of the KFC is cooked
at the sport and then served after that. KFC Cavalry branch opened in June
1998, in the main commercial zone of Cavalry Grounds near the Jinnah
Flyover. The restaurant is a three-story building including the basement (where the
chicky play area is located). It is ideally located in the center of a main commercial
and residential area of Lahore. The area that KFC Cavalry caters for is the
residential and office area of Cavalry Grounds and Cantt, as the main target
market. Another branch the KFC opened in the Lahore is in Garden Town
(opposite to Barkat Market). KFC also target the Faisalabad and open its branch in
D ground.

Now we can easily judge that the KFC target the place for their restaurant, which is
well known and is in the Porsche area where the income level of the people is
high then the middle class level. Because the prices of the KFC products is
high with comparison to the local products manufacturer who are dealing in the
same kind of product in which KFC is dealing but the prices of the KFC is high
due to special taste, high quality, and due to international brand, it is the world
recognized fast food restaurant all around the world. So, for the placing strategy,
KFC chose the well income class area for their restaurants
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Advertisement
I do not normally think that advertising stunts are particularly interesting or
creative, but I thought this one by KFC was…well…inspired. KFC, the fried
chicken franchise , is offering itself as a corporate sponsor for pothole repair. An
actor dress as KFC founder Colonel Sanders and a road repair group got started
this week in the franchise’s hometown of Louisville, Ky. Filling up hundreds of
holes.
Many of the repairs are decorated with a while stencil saying the spot
was”Re-freshed by KFC” A play on KFC’s ad campaign stressing the freshness of
their chicken . KFC spokesman Russell Dayer said that crew is using “ Regular
asphalt,” not day – old biscuits .
Business sector is Fast food outlets & restaurants. One of KFC's latest
advertisements is a commercial advertising its "wicked crunch box meal". The
commercial features a fictional black metal band called "Hellvetica" performing
live, the lead singer then swallows fire. The commercial then shows the lead singer
at a KFC eating the "wicked crunch box meal" and saying "Oh man that is hot". In
2007, the original, non-acronymic Kentucky Fried Chicken name was resurrected
and began to reappear on company marketing literature and food packaging, as
well as some restaurant signage.

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 SWOT ANALYSIS:

The swot analysis includes the strengths, weaknesses, opportunities and threats
faced by KFC in Pakistan. These all are described in detail as under:

Strengths:

It is the oldest and finest in Business having a high Goodwill. It does not have any
Core competitor in chicken serving. They have a large Number of Outlets at prime
locations in Pakistan. They serves variety of items under single menu. They are
successful in maintaining their loyal customers. It has an incentive of being a
Multinational Organization e.g. economies of scale, government incentives etc.

Weaknesses:

Its major weakness id the presence of Multinational competitors in the market e.g.
McDonalds(specialized not in chicken serving but in burgers) and the other
weakness faced by KFC is the imported raw material which usually rise their prime
cost.

Opportunities:

The opportunities are the cheap and easy availability of labor. The increase
consumption of fast food has increased the market size of KFC. As the consumer
usually prefer “All under one roof”, therefore, in order to increase their sales
turnover they can increase or add the served items.

Threats:

The threats faced by KFC are the entrance of many new competitors into the
market that may be local or international brands. And being in Pakistan, there is
high political instability/uncertainty involved.

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PEST ANALYSIS:

The Pest Analysis includes the political, economical, socio-culture and

technological factors. These are described in detail as under:

Political Factors:

The political factors includes the government policies as KFC being a foreign
company, but they have to obey the policies of the Government laid by the
government of Pakistan, the country where the business activities are being carried
out. KFC has handled this situation very tactfully and has obeyed the policies of
the Government as prescribe by the government in order to run this kind of
business. The other major factor is the pricing policies. KFC maintain & design its
price policies keeping in view the income & income distribution of the people
living in the country. That’s why all the classes are the target market of KFC. And
the most important factor is the political instability. As in Pakistan, there are
political crises faced by the government, these greatly affect the business of KFC.

Economical Factors:

The economic factors includes the income of the people, KFC is going to target.
Income is an important economical factor of the KFC. This factor decides which
class KFC is going to target. In the early time of KFC, they were focusing on the
upper class but they after some time changed their strategies and started to target
the mass market by introducing some different kinds of meals and offers through
which we can say that they target the middle & the upper level as well. The
consumption behavior of the people plays an important role. KFC also estimated
the consumption behavior of the people, their liking and disliking and make
decision accordingly. Payment method is an important factor in the economical
factor of the KFC. They check the behavior of the regarding the payment methods
of the people. They check whether the gives money in the form of cash or plastic
money.

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Socio-culture Factors:

The Social/Cultural Factors includes the Social Class, as it is discussed earlier that
KFC target all the class including the upper class, upper middle and lower middle
class etc. Although the culture of KFC from where they come is entirely different
but they have adopted the Pakistani culture as they had to serve the people living in
Pakistan having entirely different culture from other areas. And it has not only
adopted the Pakistani culture but also the Religion as well. They offer Halal foods
to the customers, which is the symbol that they adopted the Muslim religion
strategies as they had to serve in the Muslim country, to the Muslim customers.

Technological Factors:

The technological factors include the Pace of change at a fast level.

Pace of change mean rate of change. KFC has strategy to introduce new
technology whenever they think that it is a time to introduce new technology.
Research & Development is also an important factor in the Technological factor.
KFC always support the work of research & development in order to introduce the
new technology. Capital formation means stock of machinery. KFC has a stock of
machinery in order to run its business activities. In other words KFC has a good
amount of Capital Formation.

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CHAPTER-2
OBJECTIVE

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 OBJECTIVE

 To understand the effects of various marketing strategiesundertaken at the

store level on the sales figures of the outlet.

 To analyze consumer behavior towards consumption of fast food.

 To analyze the marketing stratigies of restaurant business

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 CHAPTER-3
RESEARCH
METHODOLOGY

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RESEARCHMETHODOLOGY
This research has adopted both exploratory and descriptive research
designs. In exploratory research many focus groups and depth interviews
were conducted among various demographics to understand the insights
of brand preference and their tastes. Based on the ideas generated during
exploratory research the descriptive research design was finalised. A
well structured questionnaire was developed for the same and data was
collected. The sample size to which questionnaires were administered
was 50. and 50 respondents responded. Hence the response rate is 100%.

RESEARCH METHODOLOGY INCLUDES:

 Research
 Research design
 Types of research design
 Types of data collection

MEANING OF RESEARCH
Research is defined “a scientific & systematic search for pertinent
information on a specific topic’’. Research is an art of scientific
investigation. Research is a systemized effort to gain new knowledge. It
is a careful inquiry especially through search for new facts in any branch
of knowledge. The search for knowledge through objective and
systematic method of finding solution to a problem is research.
RESEARCH DESIGN
The research design is the set of methods and procedures used in
collecting and analyzing measures of the variables specified in the
research problem research. The design of a study defines the study type
(descriptive, correlation, semi-experimental, experimental, review, meta-
analytic) and sub-type (e.g., descriptive-longitudinal case
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study), research problem, hypotheses, independent and dependent
variables, experimental design, and, if applicable, data collection
methods and a statistical analysis plan. Research design is the
framework that has been created to find answers to research questions.

TYPES OF DESIGNS
There are many ways to classify research designs, but sometimes the
distinction is artificial and other times different designs are combined.
Nonetheless, the list below offers a number of useful distinctions
between possible research designs. A research design is an arrangement
of conditions or collections.

 Descriptive research design

 Co relational research design
 Semi-experimental research design
 Experimental research design
 Review research design
 Meta-analytic research design

Sometimes a distinction is made between "fixed" and "flexible" designs.

In some cases, these types coincide
[2]
with quantitative and qualitative researchdesigns respectively,  though
this need not be the case. In fixed designs, the design of the study is
fixed before the main stage of data collection takes place. Fixed designs
are normally theory-driven; otherwise, it is impossible to know in
advance which variables need to be controlled and measured. Often,
these variables are measured quantitatively. Flexible designs allow for
more freedom during the data collection process. One reason for using a
flexible research design can be that the variable of interest is not
quantitatively measurable, such as culture. In other cases, theory might
not be available before one starts the research.

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1. Exploratory Research Design:

This design is followed to discover ideas and insights to generate possible

explanations. It helps in exploring the problem or situation. It is, particularly,
emphasized to break a broad vague problem statement into smaller pieces or sub-
problem statements that help forming specific hypothesis.

The hypothesis is a conjectural (imaginary, speculative, or abstract) statement

about the relationship between two or more variables. Naturally, in initial state of
the study, we lack sufficient understanding about problem to formulate a specific
hypothesis. Similarly, we have several competitive explanations of marketing
phenomenon. Exploratory research design is used to establish priorities among
those competitive explanations.

The exploratory research design is used to increase familiarity of the analyst with
problem under investigation. This is particularly true when researcher is new in
area, or when problem is of different type.

2. Descriptive Research Design:

Descriptive research design is typically concerned with describing problem and its
solution. It is more specific and purposive study. Before rigorous attempts are
made for descriptive study, the well-defined problem must be on hand. Descriptive
study rests on one or more hypotheses.

For example, “our brand is not much familiar,” “sales volume is stable,” etc. It is
more precise and specific. Unlike exploratory research, it is not flexible.
Descriptive research requires clear specification of who, why, what, when, where,
and how of the research. Descriptive design is directed to answer these problems.

3. Causal or Experimental Research Design:

Causal research design deals with determining cause and effect relationship. It is
typically in form of experiment. In causal research design, attempt is made to
measure impact of manipulation on independent variables (like price, products,
advertising and selling efforts or marketing strategies in general) on dependent
variables (like sales volume, profits, and brand image and brand loyalty). It has
more practical value in resolving marketing problems. We can set and test
hypotheses by conducting experiments.

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Test marketing is the most suitable example of experimental marketing in which
the independent variable like price, product, promotional efforts, etc., are
manipulated (changed) to measure its impact on the dependent variables, such as
sales, profits, brand loyalty, competitive strengths product differentiation and so
on.

Correlational research design:

Correlational research is a non-experimental research design technique that helps

researchers establish a relationship between two closely connected variables. This
type of research requires two different groups. There is no assumption while
evaluating a relationship between two different variables, and statistical analysis
techniques calculate the relationship between them.

A correlation coefficient determines the correlation between two variables, whose

value ranges between -1 and +1. If the correlation coefficient is towards +1, it
indicates a positive relationship between the variables and -1 means a negative
relationship between the two variables. 

Diagnostic research design:

In diagnostic design, the researcher is looking to evaluate the underlying cause of a

specific topic or phenomenon. This method helps one learn more about the factors
that create troublesome situations. 

This design has three parts of the research:

· Inception of the issue

· Diagnosis of the issue

· Solution for the issue

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DATA COLLECTION
PRIMARY DATA

Primary data was collected through questionnaire which was mainly

close-ended questionnaire and discussion with workers.

SECONDARY DATA
secondary data was collected from:
 Records maintained by  department
 On the internet
 In journals
 In magazines
 Newspaper
SAMPLING SELECTION AND SIZE

The population for the study comprised of trainiees for current year, the
total sample 50 workers.

NON-PROBABILITY SAMPLING TECHNIQUES

 Non-probability sampling is a sampling technique where the

samples are gathered in a process that does not give all individuals
in the population equal chances of being selected. While choosing
one of these methods could result in biased data or a limited ability
to make general inferences based on the findings, there are also
many situations in which choosing this kind of sampling technique
is the best choice for the particular research question or the stage of
research.
35 | P a g e
1. Convenience sampling

A convenience sample simply includes the individuals who happen to be most

accessible to the researcher.

This is an easy and inexpensive way to gather initial data, but there is no way to
tell if the sample is representative of the population, so it can’t produce
generalizable results.

2. Voluntary response sampling

Similar to a convenience sample, a voluntary response sample is mainly based on

ease of access. Instead of the researcher choosing participants and directly
contacting them, people volunteer themselves (e.g. by responding to a public
online survey).

Voluntary response samples are always at least somewhat biased, as some people
will inherently be more likely to volunteer than others.

3. Purposive sampling

This type of sampling involves the researcher using their judgement to select a
sample that is most useful to the purposes of the research.

It is often used in qualitative research, where the researcher wants to gain detailed
knowledge about a specific phenomenon rather than make statistical inferences. An
effective purposive sample must have clear criteria and rationale for inclusion.

4. Snowball sampling

If the population is hard to access, snowball sampling can be used to recruit

participants via other participants. The number of people you have access to
“snowballs” as you get in contact with more people.

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PROBABILITY SAMPLING TECHNIQUES

 Probability sampling is a technique wherein the samples are

gathered in a process that gives all the individuals in the population
equal chance of being selected. Many consider this to be the more
methodologically rigorous approach to sampling because it
eliminates social biases that could shape the research sample.
Ultimately, though, the sampling technique you choose should be
the one that best allows you to respond to your particular research
question.
1. Simple random sampling

In a simple random sample, every member of the population has an equal chance
of being selected. Your sampling frame should include the whole population.

To conduct this type of sampling, you can use tools like random number generators
or other techniques that are based entirely on chance.

2. Systematic sampling

Systematic sampling is similar to simple random sampling, but it is usually slightly

easier to conduct. Every member of the population is listed with a number, but
instead of randomly generating numbers, individuals are chosen at regular
intervals.

3. Stratified sampling

This sampling method is appropriate when the population has mixed

characteristics, and you want to ensure that every characteristic is proportionally
represented in the sample.

You divide the population into subgroups (called strata) based on the relevant
characteristic (e.g. gender, age range, income bracket, job role).

37 | P a g e
From the overall proportions of the population, you calculate how many people
should be sampled from each subgroup. Then you use random or systematic
sampling to select a sample from each subgroup.

4. Cluster sampling

Cluster sampling also involves dividing the population into subgroups, but each
subgroup should have similar characteristics to the whole sample. Instead of
sampling individuals from each subgroup, you randomly select entire subgroups.

If it is practically possible, you might include every individual from each sampled
cluster. If the clusters themselves are large, you can also sample individuals from
within each cluster using one of the techniques above.

This method is good for dealing with large and dispersed populations, but there is
more risk of error in the sample, as there could be substantial differences between
clusters. It’s difficult to guarantee that the sampled clusters are really
representative of the whole population.

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 CHAPTER-4
DATA ANALYSIS
&
INTERPRETATION

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1.Do you visit restaurants?

A) Yes 100

B) No 0

120

100

80

60

40

20

0
YES NO

Interpretation:-

 All the candidates interviewed visited small eating joints.

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2.Your suitable timing for visiting food joint?

A) Morning10%

B) Afternoon20%

C) Evening50%

D) Late Night20%

60

50

40

30

20

10

0
MORNING AFTERNOON EVENING LATE NIGHT

Interpretation:-

 Maximum respondents are visiting food joints in evening and late night
because at day time they have a busy schedule.

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3.You like to visit food joint with?

A) Family50%

B) Friends 40%

C) Alone10%

10

50

40

FAMILY FRIENDS ALONE

Interpretation:-

 Humans are social being so they like to visit different restaurants in group

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4.What part of your monthly income you spend in restaurants?

A) <10%40%

B) <15%36%

C) >15%24%

<10% <15% >15%

Interpretation:-

 Most of respondents are spending approx 15% of their monthly income.

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5.How much you spent at a time visiting food joint?

A) <200 30%

B) <500 40%

C) <1000 20%

D) >1000 10%

45

40

35

30

25

20

15

10

0
<200 <500 <1000 >1000

Interpretation:-

 Most of respondents are spending approx 500 rupees at a time visit

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6.Which food joint preferred by you most?

A) KFC 40%

B) Pizza Hut 30%

C) Domino’s14%

D) Other16%

45

40

35

30

25

20

15

10

0
KFC PIZZA HUT DOMINO ;

Interpretation:-

 Most of the respondents are visiting KFC because KFC has a brand identity
in the minds of consumer as providing cost effective products

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7.Favorite cuisine?

A) Western junk Food 50%

B) Chinese nodules30%

C) South Indian16%

D) Other4%

Western junk Food Chinese nodules South Indian OTHER

Interpretation:-

 Most of the respondents are selecting western junk food and Chinese
nodules as their favorite cuisine.

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8.Your preference for the food joint is due to?

A) Convenience24%

B) Pricing28%

C) Taste36%

D) Other12%

40

35

30

25

20

15

10

0
CONVIENCE PRICING TASTE OTHER

Interpretation:-

 Most of the respondents are preferring restaurants due to their provided food
taste and price.

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9.Are you satisfied with its pricing?

A) YES 80%

B) NO 20%

20

80

YES NO

Interpretation:-

 Now days most of restaurants are providing cost effective foods, so mostly
respondents are satisfied with its price.

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10.Which is the most effective promotional activity for food joints
according to you?

A) Discount60%

B) Homedelivery20%

C) Other20%

70

60

50

40

30

20

10

0
DISCOUNT HOME DELIVERY OTHER

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11.Are you satisfied with the ambience of your preferred food joint?

A) Yes70%

B) No20%

C) Little bit10%

80

70

60

50

40

30

20

10

0
YES NO LITTLE BIT

Interpretation:-

 Most of the respondents are satisfied with the ambience provided by

restaurants because now days they have well space and services


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CHAPTER-5
FINDINGS

51 | P a g e
 FINDINGS

 Almost every person contacted or interviewed said that he/she has

visited small eating joints.
 From analysis we found out that most of the people were affected and
attracted with offers and schemes.
 It has been found out that most of the people in Pune city visit small
eating joints for refreshment and enjoy.
 Consumers choose small eating joints because they all want taste
change and economic food.
 Most of the people who visit small eating joints prefer to spend 15%
of their monthly income and more than 500-1000 Rs at a time eating.
 Advertising plays a very crucial part in the consumer decision making
process.
 Most of the respondents take on the spot decision of eating different
products because of the various product displays.
 For most of the respondents quality plays a very important role
because most of the respondents said that they want quality products’
and that’s also one reason for most of the respondents sticking to
particular brands.
 We can also say that location, variety convenience and economical
products are not the only things which attract the customer but there
are some other factors which play a major role in attracting the
customers as mentioned above.

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 CHAPTER-6
RECOMMENDATION
&
SUGGESTION

53 | P a g e
RECOMMENDATION & SUGGESTION

 Most Suitable timing for customers are evening and late night
so customers are recommended that they hope they will be
enjoy better services at that time.

 Customers visit food joints with group.

 Most of the people spend 500 rupees at a time visit, so they

hope to eat more in this budget.

 Western foods (pizzas and burgers) and Chinese nodules are

favorite cuisines of customer’s comparatively Indian cuisine, so
food joints have to serve these cuisines most.

 Customers face convenience problems, so food joints have to

rectify this.

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CHAPTER-7
LIMITATION

55 | P a g e
 LIMITATIONS

Time constraint

The allotted time to conduct the survey was 30 days. Therefore it became a bit
difficult to cover the entire city of Pune. However, the key areas were aptly
covered.

Availability of data:

Most of the restaurants and eating joints were not in favor of us conducting the
survey inside their premises as it would disturb their customers. ‘Non-willingness
of the respondents to answer the questionnaire was also a hurdle.

Reliability of data:-

Reliability of data always remains a prime concern when humans are surveyed.
Mon-interest, poor understanding, unclear questions, inability to think instantly
and customer biases creeps in apprehensiveness in the minds of the researcher
while tabulating and analyzing the data.

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CHAPTER-8
CONCLUSION

57 | P a g e
 CONCLUSION

Consumer’s behavior is often studied because certain decisions are significantly

affected by their behavior or expected actions.

For this reason consumer behavior is said to be applied discipline.

In a general sense, the most important reason for

studying consumer behavior is the significant role it
plays in our lives. Much of our time is spent directly in
the market place, eating or engaging in other activities. A
large amount of additional time is spent thinking abut
products and services, talking to friends about them, and
seeing or hearing advertisements about them. In addition,
the goods people eat and the manner in which they use
them significantly influence how they live their daily
lives. These general concerns alone are enough to justify
our study of consumer behavior. However, many seek to
understand the behavior of consumers for what are
thought to be more immediate and tangible reasons.

The main reason behind this project was to find out the
behavior of the consumer behavior while eating in small
eating joints because most of the population surveyed
preferred to eat at large restaurants and how day by day
the consumers demands are increasing and through this
project I came to know that what are the various behavior
of a typical customer who eats in different eating joints.

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 CHAPTER-9
BIBLIOGRAPHY

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 BIBLIOGRAPHY

Books and magazines:

•Consumer Behavior -Fourth edition by David L. London & Albert J. Delia Bitta.

•Research methodology (Methods & Technology)

Through net surfing:

•www.google.com
•www.wikipedia.com

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QUESTIONNAIRE

61 | P a g e
 QUESTIONNAIRE

NAME:------------------------------

AGE: --------------------------------

SEX:---------------------------------

OCCUPATION:-------------------

MOBILE NO: ----------------------

1. Do you visit restaurants?

A) Yes

B) No

2.Your suitable timing for visiting food joint?

A) Morning

B) Afternoon

C) Evening

D) Late Night

3.You like to visit food joint with?

A) Family

B) Friends

C) Alone

62 | P a g e
4.What part of your monthly income you spend in restaurants?

A) <10%

B) <15%

C) >15%

5.How much you spent at a time visiting food joint?

A) <200

B) <500

C) <1000

D) >1000

6.Which food joint preferred by you most?

A) KFC

B) Pizza Hut

C) Domino’s

D) Other

7. Favorite cuisine?

A) Western junk Food

B) Chinese nodules

C) South Indian D) Other

63 | P a g e
8. Your preference for the food joint is due to?

A) Convenience

B) Pricing

C) Taste

D) Other

9. Are you satisfied with its pricing?

A) YES

B) NO

10. Which is the most effective promotional activity for food joints
according to you?

A) Discount

B) Home delivery

C) Other

11. Are you satisfied with the ambience of your preferred food
joint?

A) Yes

B) No

C) Little bit

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65 | P a g e