Market research about KFC China.docx

Market research about KFC China.docx

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MarketresearchaboutKFCChina

MarketresearchaboutKFCChina

Student’sname:

Cleo（GaoJing）

Contents

Introduction……………………………………………………………3

Methodology………………………………………………………….4

Findings………………………………………………………………….5

Summary………………………………………………………………..8

ConclusionsandRecommendations……………………..9

Bibliography/References……………………………………….10

Appendices…………………………………………………………...11

Introduction

KFCistheleaderoffast-foodmarketinChinaandthelargestfast-foodchainsintheworld,whichiswellknownforitsfastfoodservice.KFChasachievedgreatsuccessinChina.Facingthechallengeofthedomesticandinternationalwhatmarketingplanshouldbemadetoincresethemarketshare.Thepurposeofthemarketresearchisunderstanditscustomersandtheirdemand.

Methodology

1.Thesamplingmethod

ThemarketresearchaboutKFCwasdonebyuseingthesamplemethod——stratifiedrandomsample.Idistributed30surveyformstothesubjecttoanswerthequestionnaireontheroadand30subjectshadbeeninterviewedwereintheagegroupof10-50yearsold.

2.Materialsused

Usingquestionnairetocollectinformationisaneffectiveway.Thissurveyquestionnaireswere10,recycling30,validquestionnairesof30,questionnaireinvestigation.ThegatheredresponsewasthenallocatedandanalyzedusingtheMicrosoftExcelprogram.Ialsosearchedtheinternetwasrentofourresearchalternativeinordertogetmoreeffectiveinformationrandomly.Thereisalargegroupofpeoplewithdifferentbackgroundalterregion.

3.Segment

KFC  Malaysiacaters to various groups of people; from individuals to families,  and  childrenas well.KFCtargetmarketwouldlargelybebasedonsegmentationofage,whereitwouldbefocusedoncustomersintheagegroupof10-50yearolds.

Finging

Atotalof10questionswereincludedinmysurvey.Alloftheseanwserswillhelpmetofindsomesignificantinformation.Throughthestatisticsandanalysisofthedatawhichwascollectedfromtheresearch,thefollowingfindingscanbefound.

1.Thebarchart（Fiogure1）showsthat10peoplewereinterviewedwhoareyoungerthan20-yearsold,6ofthemarefemaleand4aremale.Thereare9peopleareintherangefrom20to30-year-old.Peopleareinthe30to50yearsold,4subjecdtsareolder50yearsold.

2.Fromthegraph（Fiogure2）wecansee,13peoplewhooftenspend20to50RMBinKFCasagroupwhichaccountsforthelargestproportion（52.5%）oftheinterviewers.Beside,Thenumberofpeoplewhospend50to100RMBof30subjectsis8.Theprocentageofpeoplethatspendlessthan20RMBis13%.Thereare5peoplethatspend100RMBinKFC.

3.Itcanbeseenfromthebarchart（Figure3）that12peoplewhogotoKFConceaweekandonceamonth.ThegrouppeoplewhousuallygotoKFCforamalemaightbesalariats.Accordingtofigure2and3,Mostofpeoplewhousuallyspend20to100RMBgotoKFConceaweek.

4.Itcanbeseenfromthepiechart（Fiogure4）thatmostofinterviewersthinkthatthelocationoftheKFCisaffecetedtheirconsumption.themainreason,itisnotconvenienttogotoKFC.Aotherreasonistheyhaveapoorleveloftheirincome.

5.Asshowninthebarchart（Figure6）,77%ofthesubjectsthinkKFC’sfoodisdelicious,thinkingtogotoKFCforamalemakesup70%of30interviewers.About60%of30subjectsthinkthatthepriceisreasonble.

Peoplewereinterviewedholdaopinionthattheservicequaliityispleasedthem.41%ofallinterviewersthinkstheenvironmentofKFCiscomfortable.

6.Whatwecanfindfromthebargraph（Fiogure6）is13peoplewereinterviewedarechoosetoKFCforamale.8peopleinordertoacccompanytheirchildren.accordingtofiogure1angfiogure7,wefindthatthereare5peoplewhoareintheageof30to50madeachoiceofaccompanychildren.Getthedataoffiogure2andfiogure7,wecanfindinformationaboutpeoplewhogotoKFCforaccompanyingchildrenusuallygothereonceaweekoronceaweek.also,theyspend50to100RMB.NoonechoosetogotogotoKFCtodiscussbusiness.

7.Thelinegraph（Fiogure7）describlesthat24peoplethinkthatwaitingillineforalongtimeisthebiggestproblem.thedemandofitstargetmarketisconvenience,liningupforalongtimeisboringforcustemers.therefore,itisnecessarytosolveit.AnotherproblemisKFC’sfoodalwayswithahighleveloffat.Peoplewanttokeeptheirshapeahdfitness,KFCmustnoticecustemers’health.

Summry

SomepointswhichisusefulforKFCtomakesomemarketingplanning.

Peopleareyoungerthan20-year-oldlikeKFCfoodverymuch,mostofthemlikeitstaste.normally,theyspendinKFCabout50~100RMB,itiscanbeguessedthattheycometoKFCforamalewiththeirfamlies.KFCisfoucsonthepublicwhichcomesupalargestamountofthepopulation.overhalfofinterviesthinkitspriceisreasonable.MostofcustomerswillgotoKFCagain.

Thelocationwillaffectpeople’sconsumption.themainreasonistransportationisnotconvenient.thelocationofKFC’schainsisaimportantfeater.

PeoplewereinterviewedchoosetoKFCforamalebecauseofconvenience.NObodydiscussbusinessinKFC,itisonereasonwhypeoplefeelrelaxinKFC.Also,theproblemsthatKFCstillhaveare:

peopleneedtolineupfororderandthereismuchfatinKFC’sfood.

ConclusionsandRecommendations

Fromthisresearch,IcanunderstandtargetmarketeaslyandIfindthatmarketsegmentationisaneffectivewayofdeterminingthetargetmarket.Thedemandofcustemersmustbenoticedbyabusiness.throughtheprocessofthemarketresearch,IconnectwiththeadvertismentsofKFC,whichhaveastrongappealtoitstargetmarket,like,offeringtoysforchildren.

Appendices

Questionaire:

KFCQuestionnairesurvey

Howoldareyou?

A.youngerthan20

B.21~30yearsold

C.31~50yearsold

D.olderthan50

Gender:

A.

B.

Normally,howmuchdoyouspendeverytimeinKFC?

A.Lessthan20RMB

B.20~50RMB

C.50~100RMB

D.Morethan100RMB

HowoftendoyouusuallygotoKFC?

A.Occasionally

B.Everyday

C.Onceaweek

D.Onceamonth

E.Itdepends

DosethelocationofKFCaffectyourconsumption?

A.Yes,itdoes

B.No,itdoesn't

Doyouprefertothetake-awayoreatin?

A.take-away

B.eatin

WhatisthemainreasonwhyyouchooseKFC?

（Multiple）

A.Thepriceisreasonable

B.Environmentiscomfortable

C.Servicequality

D.Foodtaste

E.Fastandconvienen

WhichaspectsofKFCyouarediscontentedwith?

A.Foodsafetyislow

B.Fewvarietiesoffood

C.Foodwithhighcalorie

D.Waitinlineforalongtime