Research Paper on Fast Food Essay

1. 1 INTRODUCTION card-playing nutrient is world-widely nutriment or a repast which is pre-prep ard, or which give notice be quickly cooked when you order it. You lowlife buy disruptive nourishment or so anywhere. Although dissolute aliment trend is quite parvenue in Pakistan yet it is growing very firm, this indicate that such type of unfaltering aliment eating house generate a very dexterous future in Pakistan . The cardinal major(ip) dissipated food restaurants that dedicate their outlets in the whole world, atomic number 18 giving tough rivalry to each(prenominal) other in Pakistan.Our research is based on the hypothesis that wherefore mickle in Pakistan cull KFC all over Macdonald and we open that due to veracious quality and taste of food quite a little prefer KFC . When KFC was introduced in Pakistan the prices was not low-cost by concourse simply now they require scorn their prices. One reason was also the impressive pack terms due to which passel prefer KFC over McDonalds. mend conducting our research we also came to know that KFC is more(prenominal) than publicize this is cardinal of the reasons that tribe prefer KFC over McDonalds.We ar going to discuss all(a) of this in our research. 1. 2 HYPOTHESIS KFC is a spot dispirit and McDonalds is a side show. 1. 3 AIMS AND OBJECTIVES The trend of nimble food is change magnitude day by day in Pakistan, this research is knowing to generate knowledge just about fast food restaurant in Pakistan, and hence this research is based upon two leading fast food deformitys in Pakistan. The main objective is to know that which brand is popular among majority. Which among the two brands is of mettle slightlyer quality. Which brand is more economical .Hence in general we conducted this research because we wanted to know that which brand is preferred and what is the reason fucking it. 1. 4 SAMPLING In sampling plan we draw sampling, sample is basically a segment of the existence selected for research to represent the population as a whole. In our research we targeted plenty from 18 to 30 . So we approached muckle who trounce KFC and McDonalds . Our sample size is 40 from the whole population . Our research instrument for collecting basal info is Questionnaire in which we ask twenty questions, all ar close cease for accessing peoples preference.1. 5 METHODOLOGY The empirical analysis of the internationalist fast food duress in Pakistan was based on the primary selective in officiate onation collected through personal observations by chew outing KFC and McDonalds located in the twin cities of Rawalpindi and Islamabad. The data were collected by weft questionnaire during rush hours in the afternoon amidst 1200 noon to 200 p. m. In all, 40 customers were accounted for during the travel along date period in KFC and McDonalds. The data were collected during the freshman week of January 2010. 1. 6 LITERATURE REVIEW starting signa l we exit take into account the history of KFC.The company was founded as Kentucky heat up Chicken by Col unrivalledl Harland Sanders in 1952, though the idea of KFCs deep-fried squawker actually goes acantha to 1930. The company adopted the abbreviated rebound of its name in 1991. Perfecting its secret recipe of 11 herbs and spices in 1939, KFC has receive a long way. With over 10,000 outlets in the world, KFC has maintained its title, for the last 60 years, of organism the chicken Experts. Now we will discuss the history of McDonald . At one time it was the tumidst global restaurant chain, but it has since been surpassed by multi-brand operator, in the competitor KFC is on top of the list.The commerce began in 1940, with a restaurant opened by brothers Dick and Mac McDonald in San Bernardino, California. The present companionship dates its founding to the possibility of a franchised restaurant by Ray Kroc, in Des Plaines, Illinois, on April 15, 1955. Now McDonalds is pres ent in long hundred countries with about 32000 outlets. Market entry in Pakistan was not a tumid problem for KFC as it is a well-known international brand. In that floor they did promoted through their own brand. Their promotion statement was KFC in Pakistan. Opening the first KFC outlet in Gulshan-e- Iqbal in 1997.KFC wore the title of organism the foodstuff attractor in its industry. Serving delicious and healthful food in a relaxing environment made KFC everyones favorite. Since and then, KFC has been constantly introducing new products and opening new restaurants for its customers. Presently KFC is branched out in nine major cities of Pakistan (Karachi, Lahore, Gujranwala, Sukkur & Muree) with more than 45 outlets nation-wide. Apart from fulfilling our commitment of serving delicious, fresh and hygienic food and at the same time providing our customer with the ultimate entertainment KFC also plays in the economics development of our country.Presently KFC has postd to over 1200 Pakistanis, which adds up to 6000 individuals directly parasitical in KFC Pakistan. In introduction stage KFC entered the market using market-skimming strategy. Their products were high price and targeted exactly upper class. Later they introduced packages which were affordable by many people. McDonalds Pakistan opened its doors in September 1998 at Lahore and presently operating in seven major cities with a intercommunicate of 20 restaurants.With a strong belief in the Ray Krock develop when you are green you are growing, McDonalds Pakistan has an aggressive plan to strain in all other cities of Pakistan and is rapidly growing with the focus to provide friendly and quick service restaurant experience to their customers. Today millions of Pakistanis say their trust in McDonalds everyday to provide them with food of a very high standard as well as steady-going service. In the past five years, the response to McDonalds coming to Pakistan has been overwhelming. McDonalds located in Pakistan are currently employing about 1,000 Pakistanis and each stash away is managed by Pakistani managers.They lay down also contributed in other ship canal than food service. McDonalds has investment of over Rs 300 crore in the country and compensation of taxes and duties amounting to more than Rs 100 crore. Since McDonalds is doing so well in Pakistan they will continue to grow and add more stores in more cities in the future. But in Pakistan McDonalds is facing a tough rivalry by KFC. KFC and McDonalds serve to dominate the fast food commerce in Pakistan. Both fast food shackles serve all their customers effectively, given the different categories and factors that determine the succeeder of restaurants and fast food chains in Pakistan.However, based on the findings of the previous research, it can be sensed that KFC is running a more successful occupancy in Pakistan, compared to the business run by McDonalds. This was given proof in the article, based on th e many and varied responses of customers to surveys, which involve their evaluation of two fast food restaurants, based on a number of factors, namely, food, service, environment, price, convenience, brand, and promotion. In terms of food, although some(prenominal) fast food restaurants almost cod the same varieties, certain differences can still be recognized.Both KFC and McDonalds quip chicken and burger meals including snacks, desserts, and drinks. However, only KFC offers a wide move of healthy side dishes, such as mashed potato, carrot muffin, and lotus fresh vegetable side dishes. In this sense, KFC aims to uphold healthy eating and nutrition of their customers. In addition, it has been emphasized in the case study that KFC appeared to have the upper hand over McDonalds in terms of introducing new products in the market. Most of the new products of KFC, such as its lunch items, suit the tastes of the Pakistani. KFC has also been introducing new products in the market in a regular rate.In terms of environment and service, although both fast food restaurants appeal to their market due to their pleasant lighting, cleanliness, music, and decorations, still, KFC serves to have the upper hand over McDonalds. Based on the survey, more customers are Very Satisfied with the services and environment of KFC over McDonalds. This is because the waiting time in McDonalds is too long, compared to KFC. In addition, it can also be perceived that KFC has more advantage than McDonalds, as the employees in KFC have less(prenominal) time to interact with customers than its counterpart, as the volume of its business is larger.The prices of food offered by both restaurants equally serve each other. However, the food offered by KFC is reasonably higher, cosmos able to offer some meals that are not offered by McDonalds, such as the Family Bucket, Garden Chicken Burger Meal, and Hot & Spicy vanish Meal. Nevertheless, the volume of customers in all given times of day, in both weekdays and weekends is still higher in KFC than in McDonalds. Given such figures, it can be perceived that more customers prefer KFC to McDonalds, thus, indicative of the fact that KFC runs a more successful business than its counterpart does. muchover, the findings of the study indicate More low income and high income customers prefer KFC to McDonalds, maculation average income customers prefer McDonalds more than KFC In this sense, it can be observed that KFC has a wider range of customers compared to McDonalds, thus, indicating that more customers patronizes KFC. Furthermore, for the finale, the proof that KFC is running a more successful business than McDonalds is indicated that not just in Pakistan KFC has an upper hand but in all over the world. 1. 7 DELIMITATIONS.The problem which we faced eyepatch conducting our research are firstly the people were not very co operative in order to fill our questionnaire and we have to convince them. another(prenominal) problem was that people were hesitating to fill our questionnaire. 1. 8 DATA hookup Q1) What is your age group? As we have interpreted our sample between 18-32. So the people who have filled the form have age between 18 to 32. Q2) What is the reason of eating fast food? Q3) How practically do you use fast-food services? Q4) Whats your favorite fast food go forth? Q5) Rate the fast food you have visited the most? (3 cosmos high and 1 being low).Q6) Which one is your favorite meal? Q7) What fast food restaurants do you value is most advertised? Q8) Which fast food chain is in your mental picture is more healthy? Q 9) How favorable is your situation towards the fast food brands you have eaten? (3 being high and 1 being low) Q10) How well the following brands satisfy your inevitably? (3 being high and 1 being low) Q11) Which brand packaging has an inviting look? (3 being high and 1 being low) Q12) Which fast food restaurant has an eye-catching wit? Q13) Which brand do you think bring a greeable memory? (3 being high and being low) Q14) Which brand do you think earns loving money?Q15) On Average how much would you gestate to constitute for a fast food meal? Q16) Apart from food which center is more pleasurable? Q17) Which fast food restaurant is more accessible? Q18) Which brand offer deals which have harming prices? Q19) If you own your own fast food restaurant, then which fast food restaurant attribute you want to follow-up? 20) Do you think the future of international fast-food chains in Pakistan is bright? 1. 9 DATA ANALYSIS Q1) What is your age group? As we have taken our sample between 18-32. So the people who have filled the form have age between 18 to 32.Q2) what is the reason of eating fast food? The main reason that people eat at fast food restaurants is because they like the taste. Customer wouldnt keep coming back to a restaurant if the taste of food does not satisfy their tongue. As pie graph shows that 82% prefer taste, 13% prefer convenience an d 5% price, hence price and convenience element occupies a very itsy-bitsy part of it, only the proper taste allows and agree people to surpass their money on food. Q3) How often do you use fast-food services? 54% visit at one time a month 12% visit once a year and once a week. 17% twice a week and 5% visit other time.It looks like most of the people go out and eat fast food once a month. In a close endorsement place people visit fast food restaurants twice a week. So pie graph vector sum shows that people like to eat fast food, but just at different interval of time. Q4) Whats your favorite fast food place? There are tons of different fast food restaurants approximately the world, but we narrowed down the choices to McDonalds and KFC. According to the peoples choice 80% people like KFC while only 20% McDonalds. KFC dominates over McDonalds, other questions also represent that people are more likely towards KFC services.Q5) Rate the fast food you have visited the most? (3 bein g high and 1 being low) 62%of the people prefer to visit KFC while only 15% prefer McDonalds. KFC are the first moving companys of fast food restaurant in Pakistan hence they have first mover advantage. They were the pioneer of fast food in Pakistan. The position of KFC in the forefront of people is very strong. Q6) Which one is your favorite meal? We gave various choices of food offered by both restaurants. We restrict people only to choose one food item which is one of their most favorite According to the settlement 52% people like KFC chicken and 43%burger and 5% salad.While McDonalds salads were liked by 45%, 30% burger and 25% chicken pieces. Q7) What fast food restaurants do you think is most advertised? The survey shows a slight difference between the advertisements of both restaurants. As they are leading fast food restaurants in Pakistan so they advertised almost equally to hasten their roots strong in promoting their service. According to the data 57% people think KFC is more advertised and 43% found McDonalds is more advertised. Q8) Which fast food chain is in your opinion is more healthy? 67% people think that KFC is healthier.People have positive approach towards KFC because KFC food has less chronic health risks because its meal involves appropriate amount of nutrients. Q9) How favorable is your attitude towards the fast food brands you have eaten? (3 being high and 1 being low) 55% people rated KFC at 3 place, 37% people at mo and 8% people at first place. But MacDonalds result differ 13% people rated KFC at 3 place, 37% people at second and 50% people at first place. As results undoubtedly shows the people have favorable attitude towards KFC. Q10) How well the following brands satisfy your wishs?(3 being high and 1 being low) 50% people are fully meet with KFC, 40% people satisfied and 10% people are just satisfied. But MacDonalds result differ 15% people are fully satisfied, 35% people are satisfied and 50% people are just satisfied. Q1 1) Which brand packaging has an attractive look? (3 being high and 1 being low) In brand packaging McDonalds took prize over KFC. The surveys result shows that 62%people like McDonalds packaging style while only 27% people like KFC packaging style. Q12) Which fast food restaurant has an eye-catching spotter?Although in other aspects KFC has surpass McDonalds but when it comes to the brainpower of the restaurant 63% people like the outlook of McDonalds and only 37% people rated KFC. Q13) Which brand do you think bring pleasant memory? (3 being high and being low) Pleasant memory associated with good environment of the place and taste of the food. After analysis it was found that 60% peoples pleasant memory is associated with KFC. 32% people have KFC. 8% do not have as much pleasant memories as others. Q14) Which brand do you think earns pleasant money? 55% people views show that KFC earns pleasant money.And in a close second place 45%rated McDonalds. Q15) On Average how much would you expect to pay for a fast food meal? 55% people expect to pay an amount of at least Rs. 500 on fast food meal. 30% agreed on paying Rs. 1000 while only 15% want to spend Rs. 1500. Q16) Apart from food which place is more sweet? The popularity of any restaurant is just not dependent upon the taste and price of food but it also depend upon the enjoyable environment which include play area for kids, happy meal and gifts. 52% people cut into McDonalds is more enjoyable but 48% people like the environment of KFC.Q17) Which fast food restaurant is more accessible? The result of this question shows an even split among both options. The increasing trend of fast food leads both restaurant branches to multiply in order to make them easy to get to. 53% people think KFC is more accessible while 47% think that McDonalds is more accessible. Q18) Which brand offer deals which have attractive prices? The higher percentage of people found the prices of KFC more attractive than McDonalds. Accord ing to the data 55% people found prices of KFC affordable and attractive. While that of 45% found McDonalds prices smart.Q19) If you owned your own fast food restaurant, then which fast food restaurant Attribute you want to follow-up? The majority results show that KFC has won the bunk in our fast food survey. It is found that KFC fulfill the needs of its customers to some extent, so considering KFC as their ideal people would like to follow the success tracks of KFC in order to have bright future of their restaurant ahead. 75% people like to follow the attributes of KFC for their own restaurant and only 25% consider McDonalds as their ideal. Q20) Do you think the future of worldwide fast food chains in Pakistan is bright?Based on people answers, 85%agreed with the statement that the future of international fast-food chains in Pakistan is bright, 5% were not agreed on bright future and 10% people have no idea about this. With at presents hectic lifestyles, time-saving products ar e increasingly in demand one of the most obvious examples is fast food. People want quick and convenient meals as a result, consumers rely on fast food . wise(p) this, fast food providers are coming up with new slipway to market their products that save time for consumers. All that make sense though because that is what fast food is supposed to meancheap, fast, and tasty.1. 10 CONCLUSION The expiry we have drawn after conducting our research is that the problem statement which we consider in our research is confirmed . Our hypothesis that KFC is in spotlight and McDonalds is a side show was right and people prefer KFC over McDonalds because of their good quality food and their reasonable price, hence KFC capture a large market than McDonalds in Pakistan. 1. 11 tribute AND SUGGESTION After conducting our research we come to a point that about 80% people prefer KFC over McDonalds here are some suggestions and recommendations to both the brands.Based on our research we suggest tha t McDonalds should change the quality of their food because majority of people found McDonalds a less healthy option. It was also found that Macdonalds satisfies the need of people to lesser extent, so McDonalds should try hard to make up to the expectations of people. It was found by our research that although people prefer KFC over McDonalds but they found the packing of McDonalds more attractive than that of KFC, so KFC should work on their packing and make it more attractive.When it comes to outlook of the restaurant, majority of people like the outlook of KFC, so McDonalds should improve their outlook. It was also found that KFC is better advertised hence McDonalds should work to promote their brand in order to capture a large volume of customer. Pakistan is a price sensitive market for many items and competition is intense, so McDonalds should maintain their price packages.REFERENCES ? 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