role of advertisement on customers in kfc

Consumers’ response

towards the advertisement of

KFC Halifax

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Abstract:

This study is about the advertisement and consumers’ response towards the

advertisement of fast food products. The quantitative approach of the research is used

to do this project. The surveys has done to get data from the customers of KFC Halifax

as KFC Halifax is being chosen as the case study for this research of people’s

response. The quantitative methodology helped to get the answers of people, this is the

most appropriate for the survey strategy of gathering data. 150 survey questionnaires

distributed to the customers at KFC. This was done in December 2013. The number of

responses is lower than expected; it took a great effort to reach the number of 150.

Having this in mind that people will answer difficulty, the form made for research is quite

short but still it took a great time to complete the objective. There are 20 questions in

the survey and participants have to choose the right answer according to them. A pilot

testing project is also conducted to get the survey form right.

The key findings of this project are: The radio campaign is not successful. TV campaign

is the most successful campaign of KFC according to this study, but still 43.3% of the

people are satisfies with it. TV is the most convenient way to reach the

customers.Billboards advertisement is not going good as well. The results of internet

viewers are also not well enough. The urge to buy products from KFC after watching

advertisement is increased. A large number of people are using social media. Random

visitors are the biggest potion of customers at KFC. The new customers are increasing

at KFC. The advertisement attracting youth are more sufficient. Old people are the least

buyers at KFC. Female customers are more than male customers.

These are some findings of the research done. The recommendations made on the

basis of findings. There are some drawbacks in the study as well. They are clearly

stated out as well and future recommendations are made to deal with these.

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Table of contents:

i. Title Page

ii. Dedication

iii. Abstract

iv. Table of Contents

v. List of Tables

vi. List of Figures

Substantive chapters:

1. Introduction and Context

2. Literature Review

3. Methodology

4. Data Findings and Analysis

5. Summary and Conclusions

6. References

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List of Tables:

Table. 1 Age Table

Table. 2 Analysis 1

Table. 3 Analysis 2

Table. 4 Analysis 3

Table. 5 Analysis 4

Table. 6 Analysis 5

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List of Figures:

Fig. 1 Growth of KFC

Fig. 2 Ratio of Gender Participants

Fig. 3 New and Permanent Customers

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Introduction:

Cross-Channel advertisements are very increased in recent times. There are lots of

ways to reach to customers these days. In past time there was advertisement with

newspapers or word of mouth or on radio and TV. TV advertisement is not a very old

thing but now-a-days after the internet revaluation the whole world of business is

changed. The internet is also used for advertising the products these days. “Industry

reports have shown that main broadcast channels still garner the greatest share of

advertising revenue, but many companies have started to allocate a larger portion to

search-engine marketing (ZenithOptimedia, 2013).”

This study is about the response of the customers on different advertising media. The

response of the customers to the campaigns done by the organizations to sell their

products will be analysed and survey will be done for that. The quantitative approach

will be used to do this research and survey approach will be used to gather the data.

The reason to choose this approach was because this was most appropriate approach

to fit with quantitative research. The surveys will be conducted from 150 individuals and

the result will be analysed after that. This will give the view point of people about KFC’s

advertisement. This will also show the impact of advertisement on buying of people. The

segment will also show the percentage of people buying on KFC. As described above

the organization used for this study was Kentucky Fried Chicken (KFC). The brief intro

about the organization is given below. This will help to get the better understanding

about the organization and their aims and objectives. This will also show the continuous

progress of KFC in UK. Basically, this will give the necessary information about KFC.

Kentucky Fried Chicken (KFC) is a restaurant chain based in Louisville, Kentucky,

United States. The owner of KFC was Yum! Brand incorporation. Yum is a corporation

that operates or issues licenses to Taco Bell, Pizza Hut, KFC Long John Silver’s and

A&W restaurants in worldwide.

The founder of KFC named Colonel Harland Sanders, who was born on 9th September,

1890. When the Colonel was six, his father died and his mother forced him to go for

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work, he had to take care of his three years old brother and baby sister. He had to cook

a lot for his family and by the age of seven, he was expert in several regional dishes.

Colonel Harland Sanders founded the company as Kentucky Fried Chicken in 1952. He

began actively franchising his chicken business when he reached the age of 65, and

now currently KFC had become the largest quick service food service system in the

world. More than one billion of the Colonels “finger licking good” chicken dinner is

served every year and it is not only in America but also in more than 80 countries and

territories around the world. KFC is a major competitor in the fast food industry and

known for its fried chicken and other fast food offerings. It is interesting to mention that

first fried chicken was offered in 1930 in the midst of Great depression at a gas station

(KFC, online).

KFC is a well-known restaurant and according to their annual report 2012 it has been

rated as 60th well-known brand of the world. KFC is not only famous in North America

but also very popular in Australia, New Zealand, Puerto Rico and China, and now has

become the most popular fast food chain of the world. KFC is a brand of Yum

Restaurant International (YRI) with more than 12,500 restaurants in 110 countries and

different regions of the world. YRI’s operational profit in the end of 2012 was more than

$528 million and opened 928 new restaurants across six countries in 2012 (KFC, 2012).

KFC came in UK in 1965 and the first store of KFC UK was opened in Preston (KFC,

2013). After that the franchises were increasing speedily in all over the UK. There are

800 KFC restaurants in UK right now and many are ready to open (KFC, 2013).

KFC is doing a trial for Halal food products and that makes KFC different from his rivals

and gives KFC a competitive advantage. KFC worked with Halal Food Authority (HFA)

and got a license for halal food products in some stores (KFC, 2013).

The Important competitors of KFC in UK are Subway, Burger King and McDonald, but

there is a difference that KFC is focusing on chicken products. This is one more

competitive advantage; KFC is getting in UK (The Marketing Society, 2012). KFC was

going down in 2005; a very in-depth study was done to tackle with the challenge. “A

fresh business strategy, rigorously implemented through all aspects of marketing,

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transformed the KFC brand from sharp decline to category-beating growth” (The

Marketing Society, 2012). They changed the colonel logo of KFC as well. After the new

strategy implemented, KFC did a marvelous progress and became the famous outlet of

high street. The year-on-year growth for 2006 was 30%. The figure below is showing

the progress of KFC after new strategy:

Fig. 1 Growth of KFC

This figure from a case study of The Marketing Society (2012), shows that KFC started

to grow again in 2006. Right now KFC is one of the most famous fast food brands of

UK.

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Literature Review:

Research Objectives:

Following are specific research objectives

To critically examine the impact of advertisements of different media on KFC

Halifax store’s customers

To vitally observe the impact of internet advertisings, commercial advertisings,

and print media advertisings on KFC Halifax store’s customers regarding

different segments including gender, age, permanent customers etc.

To make recommendations to the company as to how effective utilization of

internet advertisings, commercial advertisings, and print media advertisings can

leave positive effect on mind of its customers

The specific research question to make a research strategy to reach these objectives

could be:

1) Which type of advertising media of a KFC store in Halifax are people aware of?

2) Which type of advertising are customers in Halifax are more likely to respond to?

3) Is age, a factor affecting response to advertising for KFC in Halifax?

4) Is gender, a factor affecting response to advertising for KFC in Halifax?

5) Are there any other factors affecting response to advertising for KFC in Halifax?

Background:

Advertising is one of the most important aspects of marketing or promotion. Marketing

on the whole have many tasks to accomplish and advertising is one of it. (Shah &

D’Souza, 2009). The subject marketing is too vast to write about in this small project.

Advertising is being selected and impacts of it will be analyzed after the research.

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According to Vilanilam and Varghese, ( 2004), advertising is an organized way to sell

the products or goods by giving information of them to the people with different sources.

The word ‘advertising’ came from Latin and it means ‘to attract attention to’. This helps

to understand the meaning and aim of advertising. According to Shah and D’Souza

(2009), “any paid form of non-personal presentation and promotion of ideas or products

by an identified sponsor is called advertisement.” If this general definition is analyzed

the characteristics will be that advertisement is always paid content, ‘non-personal’

comes to the point that it is not about any personalized or individually presented,

‘Promotion’ is indicated to the fact that promotion is the aim and objective of

advertisement and lastly, ‘Identified Sponsor’ again identifies that it is not personal, it

will be about some brand about which the promotion is being done.

The objectives of advertisement are ‘inform, Persuade, Remind and Reinforce’. To

understand it better; inform is to let the people know about the product, Persuade is

induce people to buy, old products are reminded back and last is reinforce, in this

current customers are convinced that they have chosen the right thing. The advantages

of advertisement are informs, persuades, remind and reinforce mass audience about a

product and builds the identity of a brand. On the other hand, the disadvantages are, it

is very expensive and it is within cluttered media with a high noise level (Shah &

D’Souza. 2009). According to Kumar (2011) some other advantages of advertisements

in customer’s context could be:

These advertisements update the customers about the quality of the product and

price as well.

In most of the advertisements the prices of products are already announced,

that’s why there is not any chance for consumers to be over charged.

If the customers will be attracted to the different brands by the advertisement.

This will increase the competition between different organizations and they will

try to make their products better to convince the buyer.

Advertisements help the customers to save their important time. They will directly

buy the product because they knew the quality and features of the product and

price as well. They knew that they can afford it or nor before going shopping.

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This helps to increase the standard of living in people. It continuously provides

information about the new designs of the cargos to customers and thus

customers use those products and increase their living standard.

The promotional needs in the world are increasing day-by-day. According to the study

done by Shah & D’Souza (2009) there is increase in the advertising budget of the whole

world with the ratio of approx. 5% every year.

There is different type of media being used for advertisement. According to Hackley

(2005) the advertising messages could be spread with different methods; radio, T.V,

social media, billboards, printed pens and other promotional thing, loud hailers and

public transport could be used as well for promotion. Tellis (2004) described that print

advertising such as leaflets, magazine and newspaper ads are another way to advertise

specific product to particular audience, and it also includes larger display ads.

Moreover, Grier et al. (2007) explained that advertising for fast food using all types of

media including print, online, billboards, radio, newspapers and store promotions.

As compared to the traditional means of advertisement, online advertisement is more

attractive. Internet advertisement didn’t even exist some 20 years before but now it is

most important aspect of advertisement (Hua et al, 2011). Online advertisement is

becoming more popular in this age of internet and it attracts consumers of almost every

age and gender but young people are more likely to attract (Tellis, 2004). Almost all big

fast food companies are advertising online, especially on social media websites.

Glenday (2012) claims that KFC online advertisement especially on social media like

Facebook, Twitter and also on YouTube is running successfully and proved useful to

attract and connect with customers. KFC have 830,000 fans on its page on Facebook.

KFC is also using paid advertisement on Facebook for promotion of its products. This is

one example of using social media by KFC for advertisement. KFC is using all available

media for promotion. They are doing a multimillion campaign which includes, online, TV,

radio, billboards and print media.

Cartere (2009) described that although there have been a lot of other new media for

advertising in current era but TV advertising remains the most visible and significant

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form of advertising. The advantages and disadvantages of different medium of

advertisement could be different. Some important of them will be discussed below:

Newspapers:

Some advantages of ads on newspapers are:

1. The newspapers allow the advertisement to reach a huge people in

a special area. (Wakolbinger et al, 2009)

2. The ad size and design of ad and also the placement of ad have a

big flexibility in publishing in a newspaper (burns et al, 2006)

3. The advertisement could be as long as desired by the organization.

4. The exposure to ad is not restricted; readers can go back to your

message again and again if so desired (Kumar, 2011)

5. The speed of advertisement publishing is very high. If you decide

for an ad today. It could be in customers’ hands in one or two days

after that (Gallacher et al, 2001)

Some disadvantages of ads in newspapers are:

1. The Ad space in newspaper can be expensive and it also depends

on the size of ad. Sometimes price made ad a bit small than usual

(burns et al, (2006)

2. The advertisement has to contest against the clutter of other

advertisers, including the giants ads run by supermarkets and

department stores as well as the ads of your competitors (Leong,

1998)

3. The Poor photo replica limits creativity of your ad (Wakolbinger et

al, 2009)

4. The ad in newspaper has a very short life time because the

newspapers are usually read once and then wasted (Wu et al,

2003)

5. The increasing attractiveness of the Internet also has an impact on

the readership of printed newspapers. A large number of people

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now read newspapers online and mostly they get news from other

online media and don’t read newspapers (Kumar, 2011)

Radio:

Some of the advantages of radio advertisements are:

1. Radio is a universal medium and people listen to the radio at home

or work or during travel. It can access a large number of people

(Leong, 1998)

2. The enormous range of radio formats offers to effectively target to

your desired segment of the population (Hackley, 2005).

3. It helps to create your brand name by different campaigns

(Gallacher et al, 2001).

4. The creative help is mostly freely available in the radio station.

5. The price of ads could be negotiated, as there are very few people

involved in this process (Wu et al, 2003)

Some disadvantages of radio advertisements are:

1. There is a possibility that the advertiser have to advertise on

different channels at the same time because the listeners are

spread on many channels and to attract them advertise needs to

advertise on different channels (Burns et al. 2006)

2. Newspapers can be read again but if the ad is gone on the radio

you cannot rewind it.

3. “Ads are an interruption in the entertainment. Because of this, a

radio ad may require multiple exposure to break through the

listener's "tune-out" factor and ensure message retention” (Kumar,

2011).

4. “Radio is a background medium. Most listeners are doing

something else while listening, which means that your ad has to

work hard to get their attention” (Kumar, 2011).

Television:

Some of the advantages of television could be:

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1. The television advertisement reaches to a large numbers of people

on international, national or regional level in a very short period of

time (Carterre, 2009)

2. The new cable and Independent stations offer new chances to local

audiences (Carterre, 2009)

3. Television as an image-building and visual medium offers the ability

to deliver your message with sight, sound and motion (Kumar,

2011)

Some of the disadvantages of television advertisement could be:

2. The preferred prime time ads are usually sold out far in

advance.

1. Limited length of advertisement decreases the desired anount of

information communication.

2. “Relatively expensive in terms of creative, production and airtime

costs.” (Kumar, 2011)

3. The advertisement on TV is temporary. There is a chance that the

viewer needs to watch it more than once to get understanding.

Basically, the advertisement needs many exposures to rise above

clutter (Scully et al, 2008)

Internet:

Internet is broader than any other medium of advertisement. The

advantages of online advertisements are:

1. The usage of internet is growing day-by-day. (Vurro, 2009)

2. The appreciation of online advertisement is 5.2% higher as

compared to other mediums of advertisement (Vurro, 2009).

3. The advertisement on internet is mostly for the young segment of

population. (Chi et al, 2012)

Some of the disadvantages of internet advertising are:

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1. “Advertising delivery on sites deemed not appropriate for brand

advertising due to objectionable content considered to be in

violation of brand safety.” (Vurro, 2009)

2. Cookies are used mostly for the ads, and mostly cookies are

deleted by most of the internet users, this decreases the viewership

of ads and there is large number of errors in measuring viewership

(Flossi et al, 2013)

3. It is not necessary that the viewer will click the ad and will see the

full advertisement. (Chi et al, 2012)

Moreover, TV is the most convenient way to reach an audience of millions, the

audiences that respond more to TV advertisement of fast food are children and young

generation in other words fast food companies deliberately attract these consumers

(Scully et al, 2008). According to Arredondo et al (2008) fast food companies advertise

directly to children as they know their spending power and the fast food industry is

regarded as leaders in approaching the youth. Consequently children are more likely to

recognize brand names of fast food companies as they see them on television and

other media. The youngsters’ market has developed considerably important to

marketers (McNeal, 1998). A large number of organizations are spending millions to

attract this segment of consumers (Jardine and Wentz, 2005). To stop the bad impact of

advertisement in Europe, most of the organizations have established Self-regulatory

measures to stop advertising junk food and helping to deal with child obesity (Wentz,

2006).

According to Evans and Ebrary (2008) an operatively effective and systematic media

strategy and planning are very important for the success of advertising. In addition, a

promotional campaign cannot be operative if it is not seen by asatisfactory number of

interested consumers. Hackley (2005) argue that: “The central task of the advertising

media planner is to select, negotiate and buy media exposure for the campaign, to

ensure that the ads will reach the largest number of desired consumers possible within

the media budget.” Grier etal (2007) stated that the organizations who sell fast food

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products always attract their customers by the simple and most effective promotional

and marketing strategies of the convenience, low cost and taste of fast food. Tellis

(2004) described that fast food companies attract people by advertising through

convenience, ready to eat and readily available options. These organizations offer

products for every age segment and mosylt they attract youth by their advertising

campaign. Fast food organizations mostly, advertise on price and they offer a range of

products on different price range and a large number of people can afford them. They

choose the product they can afford from that long list of different products.

Consumers also give a response to the advertisements of fast food on different kinds of

media. Glenday (2012) claim that people response to online advertisements and it can

be seen as in 2012 the numbers of Twitter followers of KFC were around 79,000 and on

Facebook it got around 3.9m likes. This response of people on internet will be

investigated in this research. A study done by Scully etal (2008) shows a direct

relationship between commercial television viewing and fast food eating. The survey

results done by Scully etal (2008) shows that, the respondents who spend three (3)

hours per day viewing television are more likely to buy fast food once in a week as

compared to respondents who spend one (1) hour per day watching TV.

According to Bauer et al (2008), “eating at fast-food restaurants is common among

adolescents. National data indicate that on any given day nearly 40 % of high-school-

aged adolescents report consuming food from a fast-food restaurant.” Mostly

organizations use media to attract these young people. This study will also search that

is there any increase in youth in buying fast food. What is the percentage on increase in

this segment? Tellis (2004) described that working people with busy schedule respond

to fast food as they face difficulties to balance work and life difficulties and also lunch

and dinner occasions are becoming shorter. As a result, choice of food and drinks that

consumer's purchase is dependent on convenience and working people do response to

advertisements especially on internet and TV (Tellis, 2004). Jaworowskaetal (2013)

stated that ‘A governmental report in the United Kingdom indicated about 22% of

residents were found to purchase foods from takeaway outlets at least once a week and

58% a few times a month’.

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If on one hand ‘Advertising has helped to develop an international presence for the

world’s most well-known brands’ (Hackley, 2005) and provide people with readily

available, tasty food options. On the other hand there is a plenty of literature stating fast

food and its negative impacts especially child obesity. Maree etal (2008) stated that the

fast food companies are facing criticism for attracting and targeting young customers.

Dhar and Bayliss (2011), claim that child obesity is growing because of bad eating

habits and these habits develop due to constant exposure to fast food advertisements

on various media especially on TV. Hackley (2005) argue that ‘Advertising tends to be

blamed for many social evils, from eating disorders to the decline in public manners’

(P.11). Cartere (2009) described that, countries like Australia have banned fast food

advertisements during children programme hours because of growing obesity issues.

“Advertising has been criticized for promoting materialism, persuading individuals to Buy

things they do not need and providing false or misleading information” (Pollay and

Mittal, 1993). The commercial promotion of unhealthy and unsafe products is a big

concern for the policy makers (Austin &Nach-Ferguson, 1995). It is recommended that

the promotion of fast food should have restrictions to advertise (Mosher, 1994;

Signorielli&Lears, 1992).

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Methodology:

Introduction:

In this chapter The aim of this Explanatory study is to know the point of view of people

of Halifax about the advertisement campaign of KFC and what the impact of it is. For

this a survey will be done from the consumers in Halifax. The permission is granted

from the manager of KFC Halifax to do a survey in KFC premises. In this chapter the

whole process of this research will be discussed and described briefly.

Adopted approach:

This study will follow quantitative methodology as it is more appropriate for investigating

or answering the research question. Survey research strategies are most commonly

associated with quantitative research (Saunders etal, 2012). Quantitative methodology

allows collecting data from a large number of participants (Wellington, 2007) and is

suitable for this project as it’s impractical to obtain all qualitative data from a large

sample (about 150 consumers); quantitative data is easy to obtain in that case. This

methodology will somehow help to answer the research question that how people

response to the advertisements and different advertising media of KFC. To know the

aims and objectives of this campaign, an interview will also be conducted from Manager

of Halifax branch of KFC. Than after research the answers will be compared to the aims

and objectives to know the response. As Davies (2007) stated that the goal of the

researchers is to quantify the participant responses and then to interpret them to make

decisions and conclusions. According to Saunders et al. (1997) Experimental strategy

is the classical form of any research. It includes the selection of sample and allocation

of sample to different experimental conditions. This will be described in next section:

Process:

Following the quantitative methodological approach, the first objective will be to conduct

a survey of structured questionnaire: a descriptive survey of detailed straight forward

questions with one hundred and ten (150) customers regarding different advertisement

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media of KFC and how the customer’s response to them. This survey will be conducted

during the time period of December 2013 with the customers visiting the store in Halifax.

The details about sampling are described below. Studies show that in most of the

cases the response rates are very low when people have to fill in long questionnaire, or

has to give time for interviews (Davies, 2007). According to Firestone (1987), one of the

best methods to enhance response rate of questionnaire or interviews could be offering

some incentives to participants. It doesn’t mean researcher has to spend lot of money, a

small coffee mug or a pen can do a trick as stated by (Firestone, 1987). For this

particular research, the participants will be offered a free drink: tea, coffee or cold drink

after filling in the full questionnaire. In this research the questionnaire will not be too

long. The option will be given to choose from. The survey strategy is chosen because

according to Saunders et al. (1997), in management and business research, survey is

the most common method. This method is justified with this project because it is about

customers view. The view of customers couldn’t be known without the help of taking

surveys. However, questionnaires are not the only method to collect the data in the

strategy of survey. According to Saunders et al. (1997), interviews are also very helpful

to collect the data from audience. This method will also be used as described above.

To collect data 150 questionnaire will be used. According to Saunders et al (2012) it is

not possible to do the survey from entire population. The reasons behind these are low

budget, less time and the quick need of results. In this work, it is not possible to survey

the whole population of Halifax that’s why a sample will be selected to reach on an

understanding. Quota sampling technique is used for sampling the population. This is

based on that sample will represent the population more accurately. It will help to

segment the age factor and gender factor as well. Questions will be included in the form

to get the information about the use of advertisement on the basis of segmentation.

Quota sampling is totally non-random and can be set very quickly with very low cost.

To take into this in mind that people don’t have enough time to spend with you, the

survey form will be very short and there will be options to choose from. This will give an

ease to get the questionnaire done. The survey forms will be given to the customers

with a request to fill them. After reaching the target of 150 questionnaires, the analysis

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process will be started. The analysis will be based on every single question. The results

will be divided on the basis of gender and age and on the use of different type of media.

Than it will be analysed that which media is having a better effect on the people and

which media is using the most by the consumers. The questionnaire used in this

research is shown below:

We appreciate your interest in our study, during which we will be asking you about your

opinions on advertising campaign of KFC. This survey should take roughly 05 minutes

to complete. This information is being collected strictly for research purposes. There will

be no sales involves and the individual information you provide will never be shared to

anyone else.

1. Gender?

Male Female

2. Age Group?

18 – 20

21 – 29

30 – 39

40 – 49

50 – 59

60 or older

3. Do you use social media and TV?

Yes No

4. Have you seen any advertisement campaign about KFC products?

Yes No

5. On which media you have seen the advertisement?

TV Social media Bill boards Newspaper

6. Where you have seen the advertisement most often?


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7. Does the advertisement give you an urge to buy stuff from KFC?

Yes No

8. As we have 830,000 fans on Facebook and advertise continuously on

Facebook. Have you seen any of advertisement there?

Yes No

9. Have you seen the billboards of KFC in Halifax?

Yes No

10.What do you think about the number of billboards?

Too much sufficient Not enough

11.What do you think of our TV campaign?

Very good Good Bad Very Bad

12.Did the TV campaign impress you to come here?

Yes No

We really appreciate your time and help for this study. Thanks.

First of all these questionnaires will be pilot tested to ensure that they are right to get the

answers needed. According to Saunders et al (1997), “before using the questionnaire to

collect data it should be pilot tested.” As this research is not on a very big scale with

limited resources it is not possible to get a lot of tests of questionnaires or include a

large number of people to respond. As this research is extremely pushed for the time

that’s why questionnaire will be tested by some friends and family members. According

to Saunders et al (1997), if you have a shortage of time, it is better to pilot test the

questionnaire by using family and friends. This questionnaire will be distributed to some

of the friends and will get the feedback about the problems faced in answering the

questions and after that the questionnaire will be edited. According to Fink (1995), it is

the responsibility of the researcher to ensure that the respondents don’t have any

problem in understanding and answering the questions.

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There is one more important way to get information and that is by doing interview from

manager at KFC in Halifax. The unstructured interview approach will be used for doing

this interview. According to Saunders et al (1997) in this type “The interviewee is given

the opportunity to talk freely about events, behaviour and beliefs in relation to the topic

area” This will give the basic information about the advertising campaign and the aims

and objectives of campaign. The results of survey and interview will be analysed to get

the result. This will give the impact of campaign on the consumers.

Changes being made in Questionnaire:

After the pilot testing, there are some changes that need to be made in this

questionnaire. Only 10 questionnaires were used for pilot testing. According to Fink

(1995), the minimum number of questionnaires should be 10. These questionnaires

were given to the work colleagues and friends. After getting the feedback, some

changes were made in the questionnaire. The questions added are given below:

Is this your first time at KFC?

Have you seen our TV advertisements?

Are you a permanent customer of KFC?

Have you come after watching advertisement?

Is there any advertisement in your local Radio?

What do you think of that Radio Campaign?

Did the Radio campaign impress you to come at KFC?

Is there any advertisement of KFC on your local cable?

After the changes suggested by the pilot testers, the new questionnaire were:

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We appreciate your interest in our study, during which we will be asking you about your

opinions on advertising campaign of KFC. This survey should take roughly 05 minutes

to complete. This information is being collected strictly for research purposes. There will

be no sales involves and the individual information you provide will never be shared to

anyone else.

1. Gender?

Male Female

2. Age Group?

18 – 20

21 – 29

30 – 39

40 – 49

50 – 59

60 or older

3. Is this your first time at KFC?

Yes No

4. Are you a permanent customer of KFC?

Yes No

5. Do you use social media or TV?

Yes No


Yes No






Yes No

10.Have you come KFC after watching advertisement?

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Yes No

11.Have you seen our advertisement online?

Yes No

12.Have you seen the billboards of KFC in Halifax?

Yes No


Too much sufficient Not enough

14. Is there any advertisement of KFC on your local cable?

Yes No Not

applicable

15.Have you seen our TV advertisements?

Yes No Not

applicable


Very good Good Bad Very Bad


Yes No

18. Is there any campaign of KFC at your local Radio?

Yes No

19.What do you think of that Radio Campaign?

Very good Good Bad Very Bad Not

applicable

20.Did the Radio campaign impress you to come at KFC?

Yes No Not

applicable

We really appreciate your time and help for this study. Thanks.

24 | P a g e

Analysis:

The next chapter will be analyzing the collected data. According to Saunders et al

(1997), after collecting all the data, it is ready to get analyzed. Every question will be

analyzed according to the outcomes from customers. This will than compared with the

aims and objectives given by the manager in the interview. This will give the clear

insight into success or impact of advertisement campaign on the customer. The

diagrams and tables will be used for analysis. This will give the clear percentage for

every question.

Limitations:

There were lot of difficulties in collecting data and fulfilling the empirical research

purpose:

This review is limited because of lack of time and budget; it was not possible to

do research on a vast level to include all relevant data about the study.

This can’t be said that this research is full and fledge and the view of all

customers. If the different sample chosen the results could be totally different.

The Manager at KFC just gave 15 minutes for the interview because of his busy

work schedule. This time was not sufficient for this kind of study and bound the

work to some limitations.

The other most important difficulty was the health of the researcher. This made

the already short time to the more difficult situation.

25 | P a g e

Analysis:

To collect the data, the questionnaires were given to the customers at Halifax’s KFC

outlet. They were requested to fill them and get a free drink in return. The ratio of filling

the forms was very low. People were not very interested in filling the questionnaires. It

took 2 days to complete the target of 150 forms. The scope of the study was described

to the participants and it was assured to them that their privacy will not be breached.

The questions were straight forward that’s why every participant has given the answer

to every question. That was very encouraging. After completing the target of 150

questionnaires, the next objective is to analyse the data. The objective of which is to

know the point of view of different customers on advertisement campaign of KFC.

In this study 150 people participated. 67 of them were male and 83 were female.

The ratio of female participants was 55.3%. The ratio of male individuals who took part

in the survey was 44.6%. This shows that the female customers are more interested in

KFC’s products. The ratio of women is approximately 11% higher than male customers.

the number of male participants was 67 and number of female participants was 83.

Male Participants45%Female Participants

55%

Ratio of Gender Participants

Fig. 2 Ratio of gender participants

26 | P a g e

The second question in the survey form was about the age group. The biggest age

group participated in the survey was 21-29. The details about all the participated groups

are shown in the table below.

Age range Number of Participants Percentage

18 - 20 25 16.6%

21 - 29 36 24%

30 - 39 30 20%

40 - 49 24 16%

50 - 59 19 12.6%

60 16 10.6%

Table. 1 Age table

The questionnaires were given to the random customers in regarding to age. The

research shows that the ratio of different groups of people is quite different from each

other. The Youth are most likely the highest buyer of KFC products. The ration of age

group 21-29 is 24%. This ratio is approximately 14% higher than the buyer of age group

60 or above. The ratio of this segment of age is 10.6%. This shows that old people buy

less junk food. As everyone knows in this age there are lots of diseases and people

can’t eat junk food, this could be a reason for very low buying percentage of this

segment. The segment on second number is 30-39. This was quite shocked for the

researcher because researcher works there as well and the rate of young people come

there was high in her mind but mid-age people also come there in a large number. This

research shows that from 150 participants, 30 were from this age group. That is 20% of

the 150. This is approximately 9.4% higher than segment of 60, and 4% less than 21-29

age groups. The segment which comes on third number is 18-20 years people. This

27 | P a g e

shows that KFC is very popular in this segment of age. The reason for this conclusion is

that the ratio of this segment is 16.6%. The difference of this age group in this research

is that this is only for young people from 18, 19 and 20 years old. Other segments are

for 10 different ages. Still this segment is just 3.4% less than 30-39 age segment and

7.4% less than 21-29 age segment. On the other hand this segment is 0.6% higher than

40-49 age segment,4.6% higher than 50-59 segment and 6% high than the last

segment of this research. This research shows that the advertisement to the youth is

very important as described in the literature review. As Arredondo et al (2008) said that

fast food companies advertise directly to youth as they know their spending power and

the fast food industry is regarded as leaders in approaching the youth. This proves the

point of view of Arredondo (2008) and many others researchers right.

The segment which comes on fourth is 40-49 age group. 24 participants were

from this group which is 16% of this research. This segment is 9.4% higher than 60 age

segment, 3.4% higher than 50-59 years age segment. On the other hand this segment

is 8% low than 21-29 age segment, 4% low than 30-39 and 0.6% low than 18-20 age

segment. The second last segment is 50-59 age group. The participants of this segment

were 19 with the ratio of 12.6% which is 2% higher than 60 years age segment. On the

other hand this segment is lower than all other segments, the ratios are, 3.4% lower

than 40-49, 7.4% than 30-39, 11.4% than 21-29 and 4% lower than 18-20.

The next question was that “Is this your first time at KFC?” 122 participants said

No in answer and 28 said yes. The table below will give a better understanding about

the number of new and permanent customers.

3. Is this your first time at KFC?

Yes

28 Participants

No

122 Participants

4. Are you a permanent customer of KFC?

Yes

83 Participants

No

67 Participants

Table 2 analysis1

28 | P a g e

The ratio for first time customers at KFC was 18.6%. This was a sufficient

amount in just 2 days but the problem is that all customers didn’t take part in survey,

that’s why this cannot be the final percentage. The 122 participants were visiting KFC

more than one time which is 81.3% of participants. The ratio of permanent customers

at KFC was 55.3%. This shows that there is a difference in visitors and permanent

customers. 25.9% of randomly coming customers were not permanent customers of

KFC. This shows that these are the kind of customers who don’t follow the brand. There

could be other reasons for them to buy from KFC Halifax. These could be, passing near

through, came with a friend etc. The customers which are not permanent are 49% of

this sample. This is quite confusing, may be a pie chart will help to understand it better.

12%

36%

52%

New and Permanent CustomersFirst time Customers Permanent Customers Random Visitos

Fig. 3 New & permanent Customers

This research shows that the number of random customers at KFC Halifax is the

biggest portion of customers. These needs to be attracted, this will be discussed in

recommendations. The new customers are just 12%, this segment could be developed.

The next question was about usage of social media or TV. 147 participants said

that they some social media or TV. Most of them were using TV and some of them were

using social media as well (carterre, 2009). A large number is using both of the

29 | P a g e

mediums. Just 3 of the participants said that they don’t use TV or social media. The

percentage of users is 98% and 2% are those who are not using them. This means that

the advertisement on social media or TV could be the mostly seen advertisements.

The next three questions will be analyzed in this part. The table below shows the

questions and number of respondents on each segment.


Yes

132

No

18


TV

70

Social Media

31

Bill Boards

20

Newspaper

7

Other

4


TV

70

Social Media

31

Bill Boards

20

Newspaper

7

Other

4

Table. 3 Analysis2

This research shows that 132 participants have seen the advertisements of KFC,

Which is 89.3%. 12% from the total number of participants haven’t seen any

advertisement. This is sufficient amount of people who have seen the advertisement;

the question is that advertisement has attracted them to come and buy the products.

The total number of participants decreases to 132, because 18 didn’t have seen

any advertisement on any media. From them 132 participants, 70 have seen them on

TV, which shows that TV is still the image-building medium (Kumar, 2011) and the large

number of viewers watch TV (Carterre, 2009). The social media comes on the second

number as 31 participants choses this medium which is 20% of this survey. This shows

that the usage of social media is increasing day-by-day (Vurro, 2009). 13% of the

participants have seen the advertisement on bill boards. This shows that the number of

30 | P a g e

bill boards in Halifax is not sufficient. The use of newspapers is going very low as just

4.6% of the participant’s choses newspaper as their source of KFC’s advertisement. 2%

of the participants choses other as their source. After the feedback of question 7 & 8,

this came to know that question number 8 is just waste of time because if that person

has seen advertisement on TV obviously he had seen most often on the TV as well.

This shows a mistake in survey process.

The question raised above is that this advertisement attracts people to buy KFC’s

products? The next questions in this survey will answer this raised concern; details are

shown in the table below:


Yes

105

No

45

10.Have you come KFC after watching advertisement?

Yes

85

No

65

Table. 4 analysis3

This research shows that 70% of the people were attracted after watching the

advertisement. They wanted to buy the products but 30% were not attracted or the urge

wasn’t developed in them to buy that product. On the other hand, a same question was

asked with different format and amazingly the answers are different from this one. In

this, 56.6% of the people said that they came to KFC after watching the advertisement

of some product but 43.3% said that they haven’t come after watching advertisement.

There is a difference of 13.4% in both ratios of question number 9 & 10. This needs to

be investigated that why there is a difference of 13.4% in having an urge and coming to

buy. The reasons could be that they already bought that product, or they can’t afford or

there could be any other reason. This is an unanswered question and needs to be

answered.

31 | P a g e

Now the questions will not be analysed inline. Different questions of same sort

will be analysed collectively in a table to reach on conclusion.

11.Have you seen our advertisement online?

Yes

38

No

112

12.Have you seen the billboards of KFC in Halifax?

Yes

49

No

101

14. Is there any advertisement of KFC on your local cable?

Yes

30

No

106

Not applicable

14

15.Have you seen our TV advertisements?

Yes

92

No

58

18. Is there any campaign of KFC at your local Radio?

Yes

44

No

106

Table. 5 analysis4

This research shows that just 25.3% of the participants have seen the

advertisements online. 74.6% haven’t seen them online. As this is the age of internet.

Tellis (2004) argues that every second organization is advertising on internet now. To

attract young people internet is the most effective way (Tellis, 2004). This shows that

the views on the internet are not as they should be. This needs to investigate that why

internet advertisement viewers are lower than expected.

32 | P a g e

Only 32.6% people have seen the billboards of KFC. The number is 7.3% higher

than online advertisement viewers. On the other hand, 67.3% haven’t seen any

advertisement on the billboards in the area. As compared to the internet more people

have seen the advertisement online. According to out of home (2013), 88% of adults

views the billboard in every 30 minutes. The result in our research is not like that. 101

people from 150 haven’t seen these billboards. The reason needs to be investigated.

Only 20% of the participants have seen the advertisements on their local cable.

This ratio is quite low as expected. 12.6% lower than billboards viewers and 5.3% than

internet. 70.6% haven’t seen any advertisement in the local cable, and 9.3% didn’t knew

about the advertisement on the cable as they said it doesn’t applicable on them.

61.3% of the people have seen the adverts on TV. This is highest number got in

this research as compared to the other mediums. 38.6% have not seen adverts on TV.

The viewership is 40.3% higher than the local cable viewers, 28.7% higher than

billboards viewers and 36% higher than online viewers. This shows that the TV is still

the biggest source of advertisement seen (carterre, 2009). Scully et al (2008) also said

that TV is the convenient way to reach millions of people. This research proves the point

of these researchers right.

The last question from this part was about advertisement on local radio. Just

29.3% of the total participants have listened these advertisements. 70.6% of the people

have not listened any advertisement on the local radio of Halifax. Leong (1998) argues

that radio can be accessed by a large number of people, but the research shows that

the number of people listening radio adverts are very low. The reason needs to be

investigated that people are not listening radio or advertisement of KFC is very low at

radio.

The questions left for analysis are all about the feedback of people about the

advertisement in their point of view.

33 | P a g e


Too Much

0

Sufficient

31

Not Enough

119


Very Good

83

Good

46

Bad

14

Very Bad

7


Yes

85

No

65

19.What do you think of that Radio Campaign?

Very Good

18

Good

10

Bad

12

Very Bad

10

Not Applicable

106

20.Did the Radio campaign impress you to come at KFC?

Yes

22

No

128

Table. 6 analysis5

Only 20.6% of the people said that KFC is having sufficient amount of billboards

in the city. Not a single person said that they are more than enough. 79.3% of the

people said that the billboards are not enough for the city. This means people are not

satisfied with the billboards’ advertising campaign. This needs to be addressed.

55.3% of total people rated the TV campaign as very good and 30.6% of the total

participants rated it as good. This means that 86% people were satisfied with campaign

of KFC at TV. 9.3% rated it as bad and 4.6% rated it as very bad. This again shows that

the KFC is focusing on his advertisement on TV. The point of view of carterre (2009) is

34 | P a g e

again endorsed after the result of this research. Overall, 13.9% of the people are not

satisfied with TV campaign and 86% are satisfied.

The TV campaigns always have an impact on the buyer and consumers. The

56.6% of the participants are impressed by the TV campaign. They stated that after

watching TV campaign they came to buy products, this could be about new products

with existing customers or existing products with new customers. The 43.3% of the

people stated that they are not impressed with the TV campaign. That means they

came to KFC because of some other reasons. This needs to be investigate as well.

The results of KFC’s radio campaign are very bad. Only 12% of the participants

rated it as very good, and 6.6% as good. That means only 18.6% of the people are

satisfied with this campaign. 8% rated it as bad and 6.3% rated it as very bad. This

shows 14.3% are not satisfied with the campaign of KFC at radio. On the hand, the

biggest disaster is that 70.6% of the people choses the answer as ‘not applicable’, the

reason for this needs to be investigated. The reasons could be that these are not

listeners of radio, or there was not any campaign on their favorite radio station.

The impact of this campaign is poor as well. Only 14% people got satisfied and

they came to buy products. The other 86% have not came to buy because of radio

campaign.

Findings:

The radio campaign is not successful. Mostly people said that there is no

advertisement on their radio.

TV campaign is the most successful campaign of KFC according to this study,

but still 43.3% of the people are satisfies with it.

TV is the most convenient way to reach the customers.

Billboards advertisement is not going good as well.

The results of internet viewers are also not well enough. The reason needs to be

investigated because as stated by many researchers in the literature review that

this is the age on internet. This needs to be investigating that why KFC’s

advertisement on internet is slow.

35 | P a g e

The urge to buy products from KFC after watching advertisement is increased.

A large number of people are using social media.

Random visitors are the biggest potion of customers at KFC.

The new customers are increasing at KFC.

The advertisement attracting youth are more sufficient.

Old people are the least buyers at KFC.

Female customers are more than male customers.

Recommendations:

The local advertisement at radio should be increased. There are a lot of people

who said that there is no advertisement on their favorite radio station. As radio is

the universal medium and many people listen it (Leong, 1999). This medium

should be used more for advertisement than it is being used this time.

The TV campaign is good but still it needs to be more improved. This is a

segment where KFC can invest to get better and quick result.

The local advertisement of KFC is quite poor. It was found that local radio

advertisements are not enough same is the scenario with bill boards even worse.

The 79.3% people haven’t satisfied with the billboards campaign. According to

them, the number of bill boards is not enough. The recommendation is to

increase the billboards in Halifax and fix them on famous places to get better

views.

Random visitors are the biggest portion of KFC’s customers. KFC needs to

attract these people. If KFC will be successful to get these people as permanent

customers 52% of the sales of KFC will be increased that is more than Half of

KFC’s current sales.

The old people come least at buying products at KFC. This segment could be

increased by attracting them.

36 | P a g e

The advertisement to youth should be increased. This is the segment where KFC

is getting more customers than other segments. This could be increased by

attracting more youth.

The female customers’ are more than male customers. Both segments could be

increased by new advertisement approach attracting both.

KFC Halifax should hire an advertising consultant to make a strategy for local

advertisements. KFC Halifax is doing business in Halifax but the advertisement in

the city is poor. Customers’ feedback showed that Billboards and radio are not

being sufficiently used for the local advertisement.

37 | P a g e

Summary and Conclusions:

This research was about the advertisement and their impacts on customers of KFC

Halifax. Advertising has essential aptitudes to become more effective because effective

marketing communications have become an essential part of a firm’s success in

introducing and promoting products and services. This became more important in this

age of internet and social media. Cross sectional advertisement are very important now-

a-days to get a better promotion. The main thing in the advertising is that the targeted

customers’ segment must get better understanding and they should get attracted by the

advertisement. This is the age of Brands, people prefer to buy branded thing. This

research shows that branded customers of KFC at Halifax are low than they should be.

These two things are contradictory. Advertisement is the source to make the brand

successful. These days companies are running multi million advertising campaigns to

get customers which show the importance of advertising and promotion. The mediums

used for advertising also have a huge impact on result of advertising. Different mediums

used for advertising are; print media, TV, Radio and online media. These all are

analysed in this research and views of customers being taken on these. Online media is

progressing speedily as compared to the traditional means of advertising. In last 20

years, the usage of internet increased very fast. More and more people are using

internet these days. The way to advertise products changed with that as well. This is

found that still the TV is the best rated medium for the advertisement. A large number of

advertisements on TV are to attract children and youth. There is a direct relation of

viewing of commercial TV and fast food products consumption. Policy makers are

looking forward to make some laws for fast food advertiser’s ti decrease child obesity.

This investigation found out consumers of different age and gender coming to buy fast

food and how advertisements urge them to buy it or just come because they want to

have fast food. The rate of youth at fast food is increasing day-by-day. The age

segment which comes last in buying fast food products are old people. The users of fast

food are increasing every day.

There is a lot of knowledge gained from this research but there are drawbacks on which

further research needs to be taken. The research needs to be done on the users of

38 | P a g e

radio in Halifax. How many users there are and why there is low number of people

listening to the radio.

This research found that youth is buying more and more fast food products but this

needs to be investigated that why youth is being attracted to fast food products that fast.

There is a gap in this research for the number of internet users. There is no doubt in this

that the number of internet using is growing day-by-day, but the respondents are not

that much. This needs to be investigated that the rate of internet users is low in Halifax

or KFC is not advertising effectively on internet.

This research proved that the TV advertisement is most effective way to get new

customers. There are many reasons for this but this needs to be investigated that in this

era of internet, why people still prefer TV for their advertisement source.

One more thing found was the number of radio listeners was very low. In future

research this needs to be investigated that people are listening less radio now in UK or

just in Halifax or the amount of advertisement at radio is not sufficient and what is the

role of radio as an advertiser.

The advertisement strategy of KFC Halifax seems to be failed. The local feedback of

advertisement is not very satisfactory. Most of the people haven’t seen or listened any

advertisement of KFC at local sources. The reason for this need to be investigated as

well.

39 | P a g e

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role of advertisement on customers in kfc

Business

customers of kfc halifax

founder of kfc

owner of kfc

successful campaign

kentucky fried chicken

tv advertisement

continuous progress

new customers