Volume : 2, Issue : 1, January - 2013

A Study on Customer Awareness and Satisfaction Towards Kentucky Fried Chicken (Kfc) in Coimbatore

Dr. M. Vanishree, Dr. L. Shanthi

Abstract :

From onion rings to double cheeseburgers, fast food is one of the world’s fastest growing food types. Fast foods are quick, reasonably priced, and readily available alternatives to home cooked food. Unlike in developed countries where organized retail chains are driving the changes in the food chain, in India, organized food service will take the lead for driving change in the short to medium term. The industry experts believe that the middle class young population, with high disposable income, will spend more on eating out at chained fast food outlets. The demand for ready–to–eat packaged food is also expected to record strong growth in the country. After the liberalization policy that came in force in 1991, fast food industry has grown in India as multinational fast food providers have set up their business either jointly with Indian partners or independently. In 1995, Kentucky Fried Chicken (KFC) also entered the Indian market and opened its outlet in Delhi. With changing life style and aggressive marketing by fast food outlets, fast food is also becoming popular in small towns; therefore, success of existing fast food outlets and entry of more is inevitable. Hence, the researcher has chosen this area for the study. Tools like descriptive analysis, chi square analysis and average rank analysis are tested to identify the awareness and satisfaction level of KFC customers.