Market Research Proposal

1. INTRODUCTION

The Indian fast food market has been growing rapidly due to positive developments & presence of massive investments. According to “Indian Fast Food Market Analysis”, the Indian Fast Food Industry is anticipated to grow at a CAGR of around 34% during 2011-2014. There is a large scope of growth in the untapped tier-II and tier-III cities, owing to which, major fast food retailers have already started applying various marketing strategies in popularizing their brands in these cities. Furthermore, they are aiming to provide affordable and customized products to suit the needs of people that would ultimately provide necessary boost to the Indian fast food industry.

KFCs, McDonalds, Domino’s, Pizza Hut, Subway, Taco Bell and Baskin Robin’s are some of the foreign players in the Indian fast food market, who are also competing against the home grown fast food chains like Shanti Sagar, Haldiram, Nirula’s, etc.

However, KFC & McDonalds have largest market share in Urban Indian market. McDonald is the global competitor of KFC. They compete for the same segment and provide variety of food, which are affordable.

2. OBJECTIVE

The overall objective of the market research would be to understand the customer preferences & customer satisfaction between KFC & McDonalds at Brigade Road. This objective is again subdivided into following sub-objectives-

a) To know whether the customer’s preference is based on price, variety, quality, ambience, service or convenience.

b) To identify the factors that leads to customer satisfaction at each of these stores.

3. DESK RESEARCH

4.1 PURPOSE:

Our search for secondary sources will be carried out to refine the objectives and provide lines of enquiry for the next stage. The desk research will primarily be helpful to understand what the customers of fast foods would prefer for and their attitude towards these outlets which could influence their degree of satisfaction.

The...