Journal
| Title | Customer Perception for the Fast Food Destination of Indian Youth-KFC: An Exploratory Research | |
| Author's Name | Navneet Gera | |
| ISSN | 0974-7281 | |
| Page(s) | 93-99 | |
| Volume No. | 4 | |
| Issue Month | july 2012 | |
| Keywords | Fast Food Retail, Global Fast Food Restaurants, KFC, Waiting Time. | |
| Abstract | The research focuses on the perception of Indian consumers about KFC’s products in India and how KFC has targeted the youth segment. We conducted a survey of Delhi based customers to know their views and experiences regarding KFC and analyzed the resulting data to draw insights. We also reviewed KFC’s TV commercials to understand the demographic segment the company has targeted and the nature of brand the company is trying to create. We also did comparative study of the ambience of KFC with its competitors. KFC introduced and heavily marketed vegetarian options so as to expand its consumer base. We find that KFC has created a ‘cool’ image targeting school and college students. Also, the products have been tailored to suit the Indian market both in terms of taste and the vegetarian as well as non-vegetarian options. |
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