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1、MarketresearchaboutKFCChinaStudent’sname:Cleo(GaoJing)ContentsIntroduction……………………………………………………………3Methodology………………………………………………………….4Findings………………………………………………………………….5Summary………………………………………………………………..8ConclusionsandRecommendations……………………..9Bibliography/References……………………
2、………………….10Appendices…………………………………………………………...11IntroductionKFCistheleaderoffast-foodmarketinChinaandthelargestfast-foodchainsintheworld,whichiswellknownforitsfastfoodservice.KFChasachievedgreatsuccessinChina.Facingthechallengeofthedomesticandinternationalwhatmarketingplans
3、houldbemadetoincresethemarketshare.Thepurposeofthemarketresearchisunderstanditscustomersandtheirdemand.Methodology1.ThesamplingmethodThemarketresearchaboutKFCwasdonebyuseingthesamplemethod——stratifiedrandomsample.Idistributed30surveyformstothesubjecttoanswerthequestionnair
4、eontheroadand30subjectshadbeeninterviewedwereintheagegroupof10-50yearsold.2.MaterialsusedUsingquestionnairetocollectinformationisaneffectiveway.Thissurveyquestionnaireswere10,recycling30,validquestionnairesof30,questionnaireinvestigation.Thegatheredresponsewasthenallocated
5、andanalyzedusingtheMicrosoftExcelprogram.Ialsosearchedtheinternetwasrentofourresearchalternativeinordertogetmoreeffectiveinformationrandomly.Thereisalargegroupofpeoplewithdifferentbackgroundalterregion.3.SegmentKFC??Malaysiacaters?to?various?groups?of?people;?from?individu
6、als?to?families,??and??childrenas?well.KFCtargetmarketwouldlargelybebasedonsegmentationofage,whereitwouldbefocusedoncustomersintheagegroupof10-50yearolds.FingingAtotalof10questionswereincludedinmysurvey.Alloftheseanwserswillhelpmetofindsomesignificantinformation.Throughthe
7、statisticsandanalysisofthedatawhichwascollectedfromtheresearch,thefollowingfindingscanbefound.1.Thebarchart(Fiogure1)showsthat10peoplewereinterviewedwhoareyoungerthan20-yearsold,6ofthemarefemaleand4aremale.Thereare9peopleareintherangefrom20to30-year-old.Peopleareinthe30to5
8、0yearsold,4subjecdtsareolder50yearsold.2.Fromthegraph(Fiogure2)wecansee,13peoplewhooftens
