Market research about KFC China.docx

1、Market research about KFC China Market research about KFC ChinaStudents name:Cleo(GaoJing)ContentsIntroduction3Methodology.4Findings.5Summary.8Conclusions and Recommendations.9Bibliography/References.10Appendices.11IntroductionKFC is the leader of fast-food market in China and the largest fast-food

2、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 dem

3、and.Methodology1.The sampling methodThe market research about KFC was done by useing the sample methodstratified 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.Materia

4、ls usedUsing 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 re

5、nt 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.SegmentKFCMalaysiacaterstovariousgroupsofpeople;fromindividualstofamilies,andchildrenaswell. KFC target market would largely be based on segme

6、ntation of age, where it would be focused on customers in the age group of 10-50 year olds. FingingA 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 re

7、search,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

8、years old.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 spend less than 20RMB is

9、 13%.There are 5 people that spend 100RMB in KFC. 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

10、go to KFC once a week. 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.5.As shown in the bar chart( Fig

11、ure 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 en

12、vironment of KFC is comfortable. 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

13、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.7.The line graph(Fiogure 7) describ

14、les 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 kee

15、p their shape ahd fitness,KFC must notice custemers health. SummrySome 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 50100RMB,it is can be guessed that they come

16、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 convenie

17、nt.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

18、in KFCs food.Conclusions and RecommendationsFrom this research,I can understand target market easly and I find that market segmentation is an effective way of determining the target market.The demand of custemers must be noticed by a business.through the process of the market research,I connect with

19、 the advertisments of KFC,which have a strong appeal to its target market,like, offering toys for children.AppendicesQuestionaire: KFC Questionnaire survey How old are you ? A.younger than 20 B.2130 years old C.3150years old D.older than 50 Gender:A. B. Normally, how much do you spend every time in

20、KFC ?A. Less than 20 RMBB. 2050 RMBC. 50100 RMBD. More than 100 RMB How often do you usually go to KFC ?A. Occasionally B. Every dayC. Once a weekD. Once a monthE. It depends Dose the location of KFC affect your consumption ?A. Yes, it doesB. No, it doesntDo you prefer to the take-away or eat in ?A.

21、 take-awayB. eat in What is the main reason why you choose KFC ? (Multiple)A. The price is reasonableB. Environment is comfortableC. Service qualityD. Food tasteE. Fast and convienen Which aspects of KFC you are discontented with ?A. Food safety is low B. Few varieties of food C. Food with high calorieD. Wait in line for a long time