Group Research 2

A Group Work
Submitted to

UNIVERSITY OF ASIA AND THE PACIFIC

School of Management
Entrepreneurial Management

In partial fulfillment
of the course requirements in
Consumer Behavior & Market Research

Instructor:
Mauricio, Eduardo

Submitted by:

Rabillas, Brent
Samson, Fort
Lee, Edward
Qua, Wesley
I. Background
As eager participants in the enlightening Consumer Behavior & Market Research class, we
embarked on an immersive journey to delve into the intricacies of consumer purchasing patterns
within the realm of fast-food establishments. Our chosen venture led us to the iconic KFC, a
global gastronomic haven renowned for its delectable array of fried chicken offerings. Over the
course of an industrious two-day period, we diligently navigated through the bustling aisles and
vibrant atmosphere, engaging with a diverse spectrum of patrons, each embodying their unique
preferences and motivations. With unwavering commitment, we devoted a cumulative span of
three hours to this empirical endeavor, meticulously extracting invaluable insights that would
serve as the bedrock of our forthcoming analysis. Our meticulous efforts culminated in an
exquisitely detailed report, meticulously cataloging our findings, replete with illuminating charts,
graphs, and succinct narratives, to present a comprehensive overview of the fast-food consumer
landscape, as viewed through the lens of the KFC experience.

II. Results from Survey

A) Customer Profile

Socio-economic Class

Breakdown:

Total No. of Respondents: 28

SEC A/B: 11 (39.3%)

SEC C: 15 (53.6)
SEC D: 2 (7.1%)
Occupation

Total No. of Respondents: 28

Business/Management Related Occupations

Business Owner: 1

Entrepreneur: 2

Management Consultant: 1

Marketing Head of Business: 1

Small Coffee Business Owner: 1

Total: 6 (21.4%)

Service Occupations

Call Center Agent: 2

Food Panda Delivery: 1

Grab Driver: 2
Total: 5 (17.9%)

IT Related Occupations

IT Manager: 1

IT Employees: 1

Total: 2 (7.1%)

Education Related Occupations

Math Tutor: 1

Teacher: 1

Students: 9

Total: 11 (39.3%)

Other Occupations

Office Clerk: 1

Total: 1 (3.6%)

No Occupation

Unemployed: 3

Total: 3 (10.7%)

B) Buying Behavior
1. Lined Up to Order

Count: 11
Total: 39.3%

2. Checked the Menu

Count: 9
Total: 32.1%

3. Surveyed the Prices of the Food Items

Count: 6
Total: 21.4%

4. Looked for a Table to Eat at

Count: 3
Total: 10.7%
Total No. of Responses: 28

1 pc. Varieties: 13 (46.4%)

With Side, Rice, & Drink: 5

With Rice, and Drink: 5
With Side, Multiple Orders: 1
Plus Mashed Potato: 1
Mixed with Other Items: 1

2pc Chicken Varieties: 8 (28.6%)

With Side, Rice, and Drink: 3

With Rice, and Drink: 3
Mixed with Other Items: 2

Other Chicken Varieties: 7 (25%)

Flavor Shots with Rice and Drink: 2

Zinger Varieties: 3
Chicken & Pasta: 2
Miscellaneous and Combined Orders: 9

Total No. of Responses: 28

Iced Tea: 10 (35.7%)

Coke: 11 (35.7%)
Iced Coffee: 5 (17.9%)
Did Not Order: 3 (10.7%)
Sprite: 1 (3.6%)

Total No. of Responses: 28

1-2 min: 15 (53.6%)
Knew Before Entering the Store: 6 (21.4%)
2-3 min: 6 (21.4%)
3-4 min: 2 (7.1%)
5-10 min: 1 (3.6%)

Total No. of Responses: 28

Take-Out: 19 (67.9%)
Dine-In: 9 (32.1%)

Total No. of Responses: 28

Individual Choice: 25 (89.3%)
Group Order: 3 (10.7%)

III. Findings & In-Depth Analysis

In our growing pursuit of understanding the intricate dynamics of consumer behavior

within the fast-food industry, we were tasked with meticulously observing and analyzing the foot
traffic at KFC, where a total of 62 potential customers entered the premises (note that entry does
not mean purchase). Through astute profiling, we discerned a predominant demographic
composition, predominantly falling within the socioeconomic bracket of the C class. However, a
noteworthy subset of this bustling cohort revealed itself to be students, residing comfortably
within the middle strata of the B class, adding an intriguing layer of nuance to our observations.
This intriguing divergence in social strata within our sampled population not only underscores
the diverse cross-section of individuals that KFC attracts, but also prompts us to delve deeper
into the underlying factors driving their consumer preferences and purchasing decisions. This
understanding promises to unveil invaluable insights that will form the cornerstone of our
comprehensive analysis.

In our comprehensive study of consumer behavior at KFC, we gathered data over a span
of two days from a substantial pool of 28 respondents. Among this diverse group, a significant
53.6% were identified as belonging to the C socio-economic class. This provides us with
substantial insights into the demographic makeup of the patrons frequenting this fast-food
establishment.

Further diving into the occupational profiles, we observed a dominant presence of

students, constituting the majority, with business owners and workers in business operations
trailing behind. Interestingly, we also noted a smaller, yet noteworthy, representation of
individuals engaged in service-related occupations, IT-related roles, and education-related
professions, painting a vivid tapestry of the diverse vocations within our sampled population.

Upon their initial entry into the KFC premises, our respondents exhibited distinct patterns
of behavior. The most prevalent actions included promptly queuing up to place their orders or
perusing the menu offerings, showcasing the immediacy and relevance of these initial
interactions within the consumer experience.

As for culinary preferences, it was intriguing to find that the 1-piece chicken with side,
rice, and a beverage emerged as the undisputed champion in popularity, closely followed by the
equally enticing 2-piece chicken meal, the delectable Zinger option, and the tantalizing flavor
shots. The resonance of these choices underscores the allure of KFC's signature offerings.

In the realm of beverages, the venerable classic, Coca-Cola, reigned supreme, with iced
tea following closely behind in popularity among our discerning patrons. This insight illuminates
the enduring appeal of these quintessential refreshments within the fast-food landscape.

When it came to making decisions about their orders, our respondents collectively took
an mean average of 1 to 2 minutes, reflecting a thoughtful consideration of the tantalizing menu
options before them. This deliberation time provides a fascinating window into the discernment
exercised by KFC customers in curating their ideal dining experience.

In terms of dining preferences, a substantial 69% of our respondents opted for take-out,
indicating a predilection for the convenience and flexibility offered by this mode of service. We
suspect that the reason for the percentage to be so high is due to the fact that the KFC brahc we
went to has little eating space. Going back to the data, a noteworthy 89% of individuals
expressed that they were ordering for themselves, as opposed to being part of a larger group,
underscoring the personal nature of these culinary decisions.

This comprehensive analysis of consumer behavior at KFC not only unveils intriguing
trends and preferences but also lays the groundwork for a deeper understanding of the dynamics
that drive consumer choices in the fast-food industry. These insights serve as a valuable resource
for businesses seeking to enhance their offerings and cater to the diverse needs of their clientele.