CONSUMER BEHAVIOUR PROJECT

TOPIC: HEALTHIER PRODUCT

INCLUSIONS IN KFC MENU

Made By:
Jahnvi Khanna (14)
Kriti Sharma (21)
Jeevesh Gadh (25)
Kshitij Malhotra (35)
Sanchit Sharma (45)
Mansi Aggarwal (59)

INTRODUCTION
 KFC
Kentucky Fried Chicken, popularly known as
KFC, is a fast food restaurant chain that is
known for its fried chicken. Headquartered in
Louisville, Kentucky, the United States, KFC
is the world’s second largest restaurant chain
after McDonald’s.
Currently, KFC has more than 18,000 outlets
in over 100 countries. And every day, more
than 12 million customers are served at KFC
outlets around the world. KFC is a subsidiary
of Yum! Brands, which also owns Taco Bell
and Pizza Hut.
The first KFC outlet in India was opened in
Bangalore in June 1995 and from 30 outlets,
the number has grown to 296 today. Fast food
restaurants have gained popularity in India
because of their customised menus that suit
the taste buds of the citizens
 CASE INTRODUCTION
HEALTHIER PRODUCT INCLUSION IN
KFC MENU
People nowadays are very health conscious.
Millennials in particular - those who came of
age at the turn the century - are leading the
charge by making health-promoting diet and
lifestyle choices a priority.
Everyone in the food and drink industry, from
fast food to traditional restaurants, is being
scrutinised for the nutritional content of their
meals.
Now KFC, the firm which is famous for
Bargain Buckets and Zinger Burgers, are set to
offer customers healthy sides instead of fries.
The restaurant chain said that it planned to roll
out exciting changes to its menu in the next
few months, including more healthy and
vegetarian options. They are also considering
offering only low or zero calories carbonated
drinks.
Also KFC has vowed to revamp its menu and
remove 20 percent of calories "per serving" by
2025
By 2020, the company plan to have more
lunch and dinner options available under 600
calories, in line with Public Health
“We know people are more passionate than
ever about eating well, and we face a big
challenge in shifting their perceptions of what
we offer," said Victoria Robertson, the firm's
head of food innovation. ‘’We’ve done it
before."

PROJECTIVE TECHNIQUE
Projective technique – when people hear the
word KFC they think of fried chicken and 11
secret herbs and spices used for fried chicken.
A haven for non-vegetarian products.
Inclusion of Msg in its recipes
No healthy option offered by the restaurant

KFC- INDUSTRY ANALYSIS

Factors driving the fast food industry in

 india:
The following are some of the reasons for
the emergence of fast food restaurants in
India:

● Gender Roles: Gender roles are now

changing. Females have started working
outside. So, they have no time for their
home and cooking food. Fast food is an
easy way out because these can be
prepared easily. This has been seen as
the major reason for the growth of fast
food industry. Gone are the days when
women prepare food for their family. As
women also take up jobs their
preferences changes for something
quick and cheap.

● Consumer Sophistication And

Confidence: Consumers are becoming
more sophisticated now. They do not
want to prepare food and spend their
 time and energy in household works.
Qin, Zhao (2010). They are building
their confidence more on „ready to eat
and easy to serve‟ kind of foods. All the
fast food brands have created a
confidence in the consumers mind as
healthy and hygienic. Consumers start
seeing fast food restaurants as social
symbol for prestige and status.

● Paucity of Time: People have no time

for cooking. Because of emergence of
working women and also number of
other entertainment items. Most of the
time either people work or want to enjoy
with their family. Fast food restaurants
satisfy their appetite in a quick and
cheap manner which has increased the
growth of fast food restaurants.

● Double Income Group: Emergence of

double income group leads to increase
in disposable income. Now people have
 more disposable income so they can
spend easily in fast food and other
activities. As people start earning more
and more income they are willing to
spend time and money on more
recreation and entertainment.

● Working Women Working women

have no time for cooking, and if they
have then also they don't want to cook,
because they want to come out of the
traditionally defined gender roles. They
do not want to confine themselves to
household work and upbringing of
children‟s. Working women bring up
their children in a more relaxed way
which increases their preference towards
more of fast foods. All the families who
have a working women in home have
less preference for home made foods
and fast food restaurants comes in handy
for their consumption.
 Marketing Strategies of KFC

• According to KFC, kids become the future

permanent customers and we know very well
that without any marketing strategy no
marketing program and no product is
successful because we are dependent upon
customers, customers don’t depend on us.
• KFC is following Niche Marketing and
Societal Marketing techniques.
• KFC follows a western culture because some
of the Indian people are also following that
culture.
• KFC is moving from Divisional Level to the
District level by opening branches
• KFC also offers free home delivery
• KFC menu consists of more than 30
products.
RELATIONSHIP MATRIX
FACTOR WEI MCD KFC BU BUR
GH RG GER
 T ER SING
KIN H
G

SWOT ANALYSIS FOR KFC:

Strengths:
• Delicious and well-liked recipes.
• Strongest category among nearest
competitors
• Well Global Penetration.
• Well recognised brand logo.
• Strong Cash Flow via franchise and license
fee.
Weakness:
• Most KFC items have close substitutes in
market.
• No product innovations.
• Lack of control in joint venture
arrangements.
• Inconsistent quality of service in many
outlets.

Opportunities:
• Undeveloped markets in many countries.
• Increased 18-25 age group.
• Increasing trends to take meal out of homes.

Threats:
• Other cheap alternatives available.
• Bird flu.
• Cannibalization of own products.
• Changing health trends of customers.
 • High calorie food

HEALTHIER PRODUCT
INCLUSION IN KFC

Fast food chain KFC has vowed to revamp its

menu and remove 20 percent of calories "per
serving" by 2025.

The restaurant chain said it planned to roll out

“exciting changes” to its menu in the next few
months, including more healthy and
vegetarian options.

The move comes with PHE calling on the food

and drink industry to cut 20% of calories from
a raft of products, including pizza, ready meals
and sandwiches, by 2024.

The firm which is famous for Bargain Buckets

and Zinger Burgers, are set to offer customers
healthy sides instead of fries for free.
They are also considering offering only low or
zero calories carbonated drinks and are to trial
a vegetarian option later this year.
However, it will not change the Colonel’s
secret recipe of 11 herbs and spices.
By 2020, the company plan to have more
lunch and dinner options available under 600
calories.
It wants to encourage people to aim for 400
calories for breakfast, 600 for lunch and 600
for dinner, along with a couple of healthier
snacks and drinks.

KFC is currently running a programme which

will not only provide customers with an
amazing, tasty range of healthier lunch and
dinner dishes, but we’ll also be helping find
ways to support them to make the lighter
choice.
Everyone in the food and drink industry, from
fast food to traditional restaurants, is being
scrutinised for the nutritional content of their
meals. As an industry leader and world
famous brand, KFC bear a responsibility to
help move the sector forwards.
KFC is a fast-food spot (and even some fast-
casual chain restaurants) aren't the places to
find healthy eats, but there are smart-ish
choices to be made. Here's what you should
order if you'd prefer to be health-conscious at
KFC:
 Best Chicken: Kentucky FIERY Grilled
Chicken Compared to the restaurant's
original recipe, extra crispy option, and
spicy crispy offering, the grilled chicken
breast clocked in with significantly less
calories (180 vs. 390) and just 6 grams of
fat
(compared to 23 grams).

THE RICE BOWL

Though it's covered in honey barbecue sauce
and served on a serving of rice, this item is
600 calories, saving you 130 calories
compared to the Colonel's Original Sandwich
(500 calories), and contains just 15 grams of
fat (the original contains a whopping 23
grams)—though it does contain about 200 mg
more sodium.

Why it made the cut: KFC is known

for fried chicken meals that come with heavy
side dishes like mashed potatoes and biscuits
and gravy. This meal takes advantage of the
lighter items on the menu such as grilled
chicken and fiber-rich veggies, which add
nutrients to a hearty meal that contains just 10
grams of fat and 240 calories. This products
may be launched next year in the indian
market.

LITERATURE REVIEW
For literature review of this research paper we
undertook two research papers.

1. Fast food chains like KFC, Dominoes,

McDonalds are not just a western
phenomenon anymore. In today’s globalised
world, the study of the behaviour of such
quick service conglomerates is always
educational.

In his 2017 study, Lin Zhu undertook the

analysis of one such component in his case
based research paper. The study named
‘Social Media and Culture in Crisis’
examined crisis management of two fast-food
chains in China: McDonald’s and KFC. He
also emphasised on crisis response strategies
of the fast food giants.

His result posed an important spotlight in the

functioning of the two. McDonald’s emerged
stronger after the crisis because of their
effective crisis management. As opposed to
KFC which took more than a year to
recuperate from the crisis. This case study
analyzed the command chain of KFC and the
decision making processes and all the steps
that are involved.

2. The whole industry of quick service

restaurants are dependent on component of
‘Branding’. Sharafat Hussain in his 2016
study pursued the impact of sensory branding
specifically in case of KFC.

Sensory branding is based on the idea that

consumers are most likely to form, retain and
revisit memory when their all five senses are
engaged during the process of buying products
or services. By going beyond the traditional
marketing media of only sight and sound,
brands are now taking advantage of all other
senses to establish a stronger and longer-
lasting emotional connection with consumers.

In his survey of 116 respondents from 13

outlets, he deduced that KFC is loved because
its impact on all five senses extremely highly.
Therefore, the company is able to produce a
demand of its product even in the toughest of
markets like India.
Additionally, it is one of the reasons for its
popularity despite it being one of the
unhealthiest fast food alternative. One can also
understand the unpopularity of the healthy
alternatives using this concept.

To any QSR, product innovations is a two way

process: introduction of the product and
generation of demand amongst the consumers.
The generation of acceptability of the new
products in association with the brand is as
important as the existing product line.
Therefore, constant innovation and impactful
market strategies are the way to go.

METHODOLOGY

METHODS OF SAMPLING

JUDGEMENTAL SAMPLING:
Judgmental sampling is a non-probability
sampling technique where the researcher
selects units to be sampled based on their
knowledge and professional judgment.
People are getting more inclined towards
buying Smoky grilled chicken wings as it is
more healthy and less fattening than the crispy
chicken wings KFC is offering and the price
of both are same so consumers are becoming
more health conscious.
CONVENIENCE SAMPLING:
Convenience sampling is a non-probability
sampling technique where subjects are
selected because of their convenient
accessibility and proximity to the researcher.
I went to KFC Located in INDIRAPURAM as
it was near to the place where i live and it has
more footfall than any other KFC in the area. I
stood at the exit gate and asked people who
were willing to fill the feedback.
 METHOD OF COLLECTION DATA

PRIMARY SOURCE:
We used questionnaire method to carry out the
research. The survey was conducted amongst
the random sample of 10 people.
Why we used questionnaires?
The questionnaire plays a number of important
roles:
● It is primary purpose for extraction of data
from respondent.
● They are cheaper and we can get lot of
responses in less time.
● Efficiency to researchers.
● Easy to analyze.
● We conducted face to face so its better to
analyze the respondents face expression.
TYPES OF QUESTIONNAIRE:
● Classification Questions
● Yes/No Questions.
● Multiple Choice Questions.
● Scaled Association Questions.
● Word Association Questions.

P.S. Due to Headquarter mandated audit going on, we were unable to get unable contact with the
management of the outlet.
 DATA INTERPRETATION

● How frequently do you use any fast food

chain?

The frequency of visit by the respondents to

their nearest Fast food retail outlet recorded
that the monthly visit were the highest while
the daily and rare visit stood at 0.

● Which is your favourite fast food brand?

Mcdonald's was the highest voted fast

food
retail outlet by the respondents with a
total of
4 votes while kfc was at number 2 and
burger
king was at number 3 followed by burger
singh.

● How frequently do you go to KFC?

The frequency of visit by the respondents to
their kfc outlet recorded that the monthly
visit were the highest while the daily and
rare visit stood at 0.

● Do you know about the healthy options

offered by KFC?
8 Out of 10 respondents were unaware of
the
healthier alternatives that kfc offers.
● Which do you prefer amongst:
- Fiery Grilled Fried Chicken
Bucket

7 Out of 10 respondents preferred fried

chicken over fiery grilled chicken which is
an
healthier alternative.

● Which do you prefer amongst:

Krushers Mojito/Yogurt based
drinks
 9 out of 10 respondents preferred
krushers
over a mojito which may be a better
alternative for the health freaks out
their.

● Would you ever go to KFC specifically for

Rice Bowl or Fiery Grilled or Corn On
The Cob?
 Only 3 out 10 respondents would
come to kfc
specifically for a rice bowl or fiery
grilled or a
corn on the cob.

● How would you rate the following factors

of a KFC outlet?
Very Good Good Average Poor Very
Poor

- Menu
- Food quality
- Services
- Ambience
- Health Quotient
- Outlet Accessibility

The general consensus amongst the fast

food
patrons for the menu was good, while the
food
qualities general consensus was very good,
the
ambience was given an average rating
,while
the general consensus for service and
outlet
accessibility was poor. There was a tie poll
 between average and very good for the
health
quotient offered by the restaurant.

CONCLUSION

The image of kfc in the eyes of the indian

consumers is pretty stagnant all over the sub-
continent as it is perceived as the number one
destination for serving fried chicken. However
the young consumers ie from the age group of
18-25 years are the evident target market for
the brand but a latter shift in the trend of
eating habits from unhealthy to a healthy
outlook will squish the sales of the brand if
new healthier alternatives are not introduced
in its menu. The current healthy option that
kfc offers to its consumers are a virgin mojito ,
yogurt based fruit drinks , corn on the cob ,
fiery grilled chicken and due to lack of
marketing for the same many of the consumers
are unaware of the above variants. Kfc is a
step behind being the consumer favourite , it is
right behind mcdonalds and people who do
visit kfc prefer fried chicken over fiery grilled
(which was introduced to give competition to
burger king's whopper) and people prefer
crushers which is loaded with sugar and
chocolate over mojito or a yogurt based
beverage.
And ofcourse the obliviousness of the
consumer towards the healthier option and
vegetarian option is justifiable due to lack of
advertising. And even after tasting the same
only 30 percent of the respondents would ever
go back to kfc to specifically try these items.
Kfc just registered a decline in their ssg in
india which shows that the data obtained via
the filled out questionnaire is correct which
lays an emphasis that the brand needs to work
on improving its service and outlet
accessibility.
In the end kfc needs to work on introducing
healthier alternatives keeping in mind the
change in consumption pattern of the
consumer and lastly work on its advertisement
for the same products.
 LEARNING OUTCOMES:

● To understand consumption pattern

through application of quantitative and
qualitative data.
● To understand the process of market
research and identify variables that
influence demand amongst target
customers.
● Knowledge about product line and
differentiation of KFC.
● To analyse consumer trends and initiatives
of KFC to meet these changes through new
products.
● To analyse the healthy food section of
KFC in terms of demand and product
placement in relation to consumers.
● To pursue the variables that influence the
acceptability of healthy segment amongst
consumers of KFC.
BIBLIOGRAPHY

1.https://www.mbarendezvous.com/general-
awareness/kfc-story-in-india
2.https://www.independent.co.uk/life-
style/food-and-drink/kfc-menu-change-
new-2020-healthy-calories-cut-fried-
chicken-uk-a8374056.html
3.http://www.academia.edu
4.https://is.muni.cz
5.https://www.sciencedirect.com/science/arti
cle/abs/pii/S0363811115301594
6.http://citeseerx.ist.psu.edu/viewdoc/downl
oad?doi=10.1.1.678.7063&rep=rep1&type
=pdf
 QUESTIONNAIRE

● Name:
● Age:
● Gender:
● Profession:

● How frequently do you use any fast food

chain?
Rarely Monthly Weekly Daily

● Which is your favourite fast food brand?

KFC McDonalds Burger King Burger
Singh

● How frequently do you go to KFC?

Rarely Monthly Weekly Daily
 ● Do you know about the healthy options
offered by KFC?
Yes No

● Which do you prefer amongst:

- Fiery Grilled Fried Chicken Bucket
- Krushers Mojito/Yogurt based drinks

● Would you ever go to KFC specifically for

Rice Bowl or Veg Strips?
Yes No

● What is your favourite item on the KFC

menu?
_____________________________________
Why?
_____________________________________

● What do you associate the name KFC

with?
_____________________________________
● How would you rate the following factors
of a KFC outlet?
- Menu VG G A P VP
- Food quality
- Services
- Ambience
- Health Quotient
- Outlet Accessibility