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Market research about KFC China

By Judy Andrews,2014-12-25 22:54
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Market research about KFC China

    Market research about

    KFC China

    Student'name:

    Cleo

    Contents Introduction……………………………………………………………3 Methodology………………………………………………………….4 Findings………………………………………………………………….5 Summary………………………………………………………………..8 Conclusions and Recommendations……………………..9 Bibliography/References……………………………………….10 Appendices…………………………………………………………...11

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Introduction

    KFC is the leader of fast-food market in China and the largest fast-food chains in the world,which is well known for its fast food service.KFC has achieved great success in China.Facing the challenge of the domestic and international what marketing plan should be made to increse the market share.The purpose of the market research is understand its customers and their demand.

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    Methodology

    1.The sampling method

    The market research about KFC was done by useing the sample method——stratified random sample.I distributed 30 survey forms to the subject to answer the questionnaire on the road and 30 subjects had been interviewed were in the age group of 10-50 years old.

    2.Materials used

    Using questionnaire to collect information is an effective way.This survey questionnaires were 10, recycling 30, valid questionnaires of 30, questionnaire investigation. The gathered response was then allocated and analyzed using the Microsoft Excel program.I also searched the internet was rent of our research alternative in order to get more effective information randomly. There is a large group of people with different background alter region.

    3.Segment

    KFC Malaysiacaters to various groups of people; from individuals to families, and childrenas well. KFC target market would largely be based on segmentation of age, where it would be focused on customers in the age group of 10-50 year olds.

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    Finging

    A total of 10 questions were included in my survey. All of these anwsers will help me to find some significant information. Through the statistics and analysis of the data which was collected from the research, the following findings can be found.

    1.The bar chart (Fiogure 1) shows that 10 people were interviewed who are younger than 20-years old, 6 of them are female and 4 are male.There are 9 people are in the range from 20 to 30-year-old. People are in the 30 to 50 years old, 4 subjecdts are older 50 years old.

    Fiogure1. How old are you ?

    femalemale

    6

    56

    45444

    332

    22

    1

    male0

    femaleunder 2020 to 3030 to 50older 50

    2. From the graph (Fiogure 2) we can see,13 people who often spend 20 to 50RMB in KFC as a group which accounts for the largest proportion(52.5%) of the interviewers.Beside,The number of people who spend 50 to 100RMB of 30 subjects is 8. The procentage of people that

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spend less than 20RMB is 13%.There are 5 people that spend 100RMB in

    KFC.

    Fiogure2. Normally, how much do you spend every time in KFC ?

    14

    13

    12

    10

    88

    6

    5

    44

    2

    0

    Less than 20 RMB20 to 50 RMB50 to 100 RMBMore than 100 RMB

3.It can be seen from the bar chart (Figure 3) that 12 people who go to

    KFC once a week and once a month.The group people who usually go to

    KFC for a male maight be salariats.According to figure 2 and 3,Most of

    people who usually spend 20 to 100 RMB go to KFC once a week.

    Fiogure3.How often do you usually go to KFC ?

    10It depends

    8Once a month

    4Once a week

    1Every day

    4Occasionally

    0246810

    Occasionally Every dayOnce a weekOnce a monthIt depends

    quantity414810

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    4.It can be seen from the pie chart(Fiogure 4) that most of interviewers think that the location of the KFC is affeceted their consumption.the main reason,it is not convenient to go to KFC.Aother reason is they have a poor level of their income.

    Fiogure4.Dose the location of KFC affect your consumption ?

    33%

    Yes,it does

    No, it doesn't67%

5.As shown in the bar chart( Figure 6) ,77% of the subjects think KFCs

    food is delicious,thinking to go to KFC for a male makes up 70% of 30 interviewers .About 60% of 30 subjects think that the price is reasonble. People were interviewed hold a opinion that the service qualiity is pleased them.41% of all interviewers thinks the environment of KFC is comfortable.

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    Fiogure5. why you choose KFC for a male?

    The price is reasonableEnvironment is comfortable

    Service qualityFood taste

    Fast and convienent

    80%

    60%

    40%

    20%

    0%

    percentage

    6.What we can find from the bar graph(Fiogure 6) is 13 people were interviewed are choose to KFC for a male.8 people inorder to acccompany their children.according to fiogure 1 ang fiogure 7,we find that there are 5 people who are in the age of 30 to50 made a choice of accompany children.Get the data of fiogure 2 and fiogure 7,we can find information about people who go to KFC for accompanying children usually go there once a week or once a week.also,they spend 50 to 100RMB.No one choose to go to go to KFC to discuss business.

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Fiogure6. What do you normally go to KFC for ?

    14

    12

    10

    8

    136

    48

    243200

    LeisureBusinessInviting or Accompany The main meal Others

    being invitedchildrenneeds

7.The line graph(Fiogure 7) describles that 24 people think that waiting il

    line for a long time is the biggest problem.the demand of its target market

    is convenience,lining up for a long time is boring for custemers.therefore,it is necessary to solve it. Another problem is KFCs

    food always with a high level of fat.People want to keep their shape ahd

    fitness,KFC must notice custemers health.

    Fiogure7.Which aspects of KFC you are discontented with?

    food with high salorie

    wait in line for a long time

    few varieties of food

    food safety is low

    0510152025

    few varieties of wait in line for a food with high food safety is lowfoodlong timesalorie

    232416

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    Summry

    Some points which is useful for KFC to make some marketing planning. People are younger than 20-year-old like KFC food very much,most of them like its taste.normally,they spend in KFC about 50~100RMB,it is can be guessed that they come to KFC for a male with their famlies.KFC is foucs on the public which comes up a largest amount of the population.over half of intervies think its price is reasonable.Most of customers will go to KFC again.

    The location will affect peoples consumption.the main reason is

    transportation is not convenient.the location of KFCs chains is a

    important feater.

    People were interviewed choose to KFC for a male because of convenience.NO body discuss business in KFC,it is one reason why people feel relax in KFC.Also,the problems that KFC still have are:people need to line up for order and there is much fat in KFCs food.

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