Investigation Report on KFC
Part I: Analysis of KFC's Investigation Report
I. Summary:
In order to understand the advantages of KFC's market operation and development, we conducted a field questionnaire survey in the pedestrian street, conducted market research, and combined with the relevant information of KFC on the Internet to complete this investigation report. And the investigation report is systematically analyzed, and the data is analyzed by excel software, providing conclusions and suggestions for reference.
2. Respondents:
Young people
3. Location:
Pedestrian Street Time: the morning of October 5th
4. Purpose of the survey:
Understand the business strategy adopted by KFC in China through the survey, understand the development status of KFC in China, and understand its development advantages through the survey.
V. Survey content:
Survey on brand management: consumers' preference for "fast food" brands.
consumer survey: the reasons why consumers choose KFC are: food quality, service attitude, dining environment, food price, etc.
Investigation on the composition of consumption: gender, occupation and income of consumers.
brand survey of KFC: consumer recognition, satisfaction and popularity. Investigation on the factors affecting consumers: the preferential way of fast food and the hygienic recognition of food. A survey of consumers' buying behavior: why buy? How to buy? When to buy it? The quantity you bought?
Investigation on consumers' suggestions about KFC: for example, lowering the price and increasing the food mix, implementing membership system, etc.
6. Investigation method:
1. Questionnaire survey, which can be divided into self-filled questionnaire survey and proxy questionnaire survey according to different respondents. Among them, the self-filled questionnaire survey can be divided into newspaper questionnaire survey, postal questionnaire survey and delivery questionnaire survey according to the different ways of questionnaire delivery; According to the different ways of talking with the respondents, the proxy questionnaire survey can be divided into interview questionnaire survey and telephone questionnaire survey.
questionnaire preparation stage:
1. Prepare the questionnaire:
1) Prepare the survey documents, including the main tasks of the questionnaire workflow
2) Prepare the questionnaire list as the framework of the survey
3) Make a note on the main items that are unclear in the survey data process
2. Conduct the questionnaire survey:
In the pedestrian street.
3. Summarize the survey information:
Summarize the information, comprehensively sort out the collected information, make a survey description, and make supplementary records of materials at any time.
4. Verify the description of the questionnaire:
According to the feedback of the questionnaire, carefully check the summary description of the questionnaire, mark and analyze the missing places, enter the recovered questionnaire information into excel and analyze the data, and finally form a complete and accurate job description.
2. Interview: it is a basic psychological research method to understand the psychology and behavior of the interviewee through face-to-face conversation between the interviewer and the interviewee. Because of the different nature, purpose or object of the research question, the interview method has different forms. According to the standardization of the interview process, it can be divided into structured interviews and unstructured interviews. Interview method is widely used, and it can simply and descriptively collect various job analysis data, so it is favored by people.
the preparation stage of interview-style work:
1) look up relevant information on the internet and prepare documents
2) assign tasks, arrange personnel, divide the interview population into smaller groups, and prepare questions according to different target customers.
3) Summarize the interview questions, analyze and record them.
VII. Report analysis:
1. Questionnaire survey method:
Advantages of questionnaire survey method:
1) Questionnaire method saves time, money and manpower, which is why
questionnaire method is often used:
2) Questionnaire survey results are easy to quantify. Questionnaire survey is a structured survey, and the expression form, the order of questions and the ways and methods of answers are fixed, and it is also a way of text communication. Therefore, it is impossible for any individual, whether a researcher or an investigator, to substitute subjective bias into the survey. The statistical results of its survey can generally be quantified.
3) The questionnaire survey results are convenient for statistical processing and analysis. At present, there are a large number of relevant statistical analysis software that can help us analyze data, and some can even help us design questionnaires directly. Convenient for implementation and analysis. But also facilitate data mining.
4) The current electronic questionnaire overcomes some shortcomings of the paper questionnaire and is convenient for implementation and adjustment. Although it is impossible for him to replace the face-to-face questionnaire survey, it is easier to adjust the shortcomings of questionnaire design in time because of the lower cost. More and more questionnaires are in the form of electronic questionnaires, which can be published and recycled through websites and e-mails. The data is directly recorded in the database, which is convenient for screening and analysis.
5) Questionnaire survey can be used for large-scale investigation. No matter whether or not the researcher < P > participated in the survey, or how much he participated, he can understand the basic attitudes and behaviors of the respondents from the questionnaire. This way is impossible for any other method, and the questionnaire survey can be carried out periodically without being affected by the changes of the researchers, and the changes of some problem users can be tracked.
Disadvantages of the questionnaire method:
1) Design-oriented questionnaire survey is more difficult. Future-oriented survey (survey for design) often needs to know the user's intention, motivation and thinking process. Questionnaires are often ineffective or difficult to design. However, open problems, recycling quality, analysis and statistics will also be affected.
2) My personal experience is not very rich. I have two conclusions: First, I have to do a lot of other investigation activities before I do the questionnaire, such as interview, observation, thinking aloud and so on. Second, it is more appropriate to investigate the past and present behaviors by questionnaire, and we can't expect to get more through questionnaire.
3) It is difficult to design the questionnaire. The design of the main content of the questionnaire will directly affect the value of the whole special investigation. The design of questions requires a lot of experience. Different people may design questionnaires for the same question, especially for thinking-oriented questions, and the control of reliability and validity requires rich experience.
4) The survey results are wide but not deep. Questionnaire survey is a method of dialogue with words. If there are too many questions, the respondents will be bored. Therefore, the general questionnaires are relatively short, and it is impossible to discuss a certain problem and its reasons in depth.
5) Questionnaires are often filled out by users themselves, so the quality of the survey results is often not guaranteed. Because when the respondents fill in the questionnaire, it is difficult for us to know the user's investigation process. Is it the real user we need to investigate? (People often impersonate users to participate in surveys in order to get rewards and rewards for participating in surveys.) What was the emotional state of users at that time? Does anyone else influence the user's answer? Is it to discuss with others to fill in the answer? Did the user fill in the questionnaire at will? The result is the real situation of the user? Researchers don't know, so someone said: "The reliability and validity of the data obtained by questionnaire survey method has always been a' ghost' that puzzles questionnaire method."
6) The recovery rate of the questionnaire survey is difficult to guarantee. The questionnaire survey must ensure a certain recovery rate < P >, otherwise the representativeness of the data will be affected, and the recovery rate is related to the length of the questionnaire, the difficulty of the question, whether it involves privacy, and the return from participating in the survey.
2. Interview:
Advantages of talking:
It is very easy, convenient and feasible, and reliable and effective information can be obtained by guiding in-depth conversation; Group interviews not only save time, but also help participants relax, answer questions after careful thinking, and inspire and influence each other, which is conducive to promoting the deepening of the problem.
Disadvantages of interview method:
The sample is small, which requires more manpower, material resources and time, and its application is limited. In addition, it is impossible to control the various influences of the subjects (such as role characteristics, expressions and attitudes, communication methods, etc.). Therefore, the interview method is generally used in the case of fewer respondents, and is often used in combination with questionnaires and tests. This survey:
1) As far as this survey is concerned, I personally asked several people to do an interview survey.
2) Most of my interviewees were young people. At the beginning, I also found several adult men, but they were not interested in my interview and politely refused. This is the difference of KFC's target customers. Because KFC's main customers are young people.
Talking about questionnaire analysis:
To analyze this survey report, we must first understand the target customer group of KFC, as follows: KFC mainly subdivides consumers according to their age. Among the consumers in KFC, young people are the largest consumer group, and children are the consumers.
Children (under 18 years old) account for 34.1%
Young people (18-31) account for 47.8%
Middle-aged people (31-55) account for 16%
Old people (over 55 years old) account for 3.6
According to the contents and problems of this survey, we collected.
Part II: Investigation Report on KFC and McDonald's Consumer Groups
Investigator: XXX
Investigation Time: XXXXXX
Abstract: In recent years, with the increasingly close communication between China and foreign countries, some foreign things have also appeared in China, such as KFC and McDonald's in the fast food industry, and my investigation report is about the analysis of KFC and McDonald's consumer groups. In this social survey, I used the methods of asking people, field investigation and searching information on the Internet, and finally came to a conclusion. After investigation, I found that among the consumers, teenagers are the majority, and some parents (middle-aged and elderly) accompany their children. In general, the business of restaurants is very hot. Basically, restaurants can be kept full and the profits are considerable.
Introduction:
Research Issues: Analysis of Consumer Groups of KFC and McDonald's
Research Background: Western fast food represented by KFC and McDonald's is becoming increasingly popular in China. The purpose of this study is to understand clearly the consumer groups of KFC and McDonald's, so as to find out the reasons for its popularity.
research method: action research method
research results and analysis: after investigation and research, I found that among the consumer groups of KFC and McDonald's, teenagers account for about 55%, children account for about 31%, and the remaining 15% are mainly parents accompanying their children and other people. Moreover, after passing the inquiry, most parents said that they were not interested in this kind of food, mainly accompanying their children, otherwise they would not come; There are also a few parents who said that they came here to eat for the sake of saving trouble.
in my opinion, the above results show that this kind of western fast food is popular mainly among children and teenagers, indicating that this kind of food is not completely accepted by China, but only within a specific age. However, as an exotic thing, after more than ten years' development, I think it has gained a firm foothold in China and has its own fixed consumption crowd, which also shows that the people of China, especially the young people, have strong acceptance.
Summary: I personally think this survey is relatively scientific, and through the survey, I also found out the main consumers of western fast food represented by KFC and McDonald's. However, due to the small scope of the survey, there are bound to be some limitations. At the same time, I think this survey can be further studied to find out the reasons.
Conclusion: The consumer groups of KFC and McDonald's mainly exist in children and teenagers, and they are very popular with them. This shows that they have strong acceptance ability, but it also reflects another problem, that is, the future development of China's traditional diet. In my opinion, while consuming these western foods, young people in China should also adhere to the acceptance of China tradition.
Part III: Investigation Report on KFC
1. Investigator: XXX
Investigation method: field investigation
Investigation time: 21XX April 5
Investigation place: XX KFC
Investigation purpose: In order to better grasp the operation process of KFC, better understand the operation, learn the operation well, and understand the customers of KFC fast food restaurants from the moment they enter the door.
II. Company Profile
KFC is an American multinational restaurant chain and the second largest fast food and fried chicken chain in the world. It was founded in Louisville, Kentucky in 1939 by Colonel Harland Sanders. It mainly sells fried chicken and other fast food, and its business philosophy is to continuously introduce new products, or repackage the products previously sold, aiming at people's mentality of early adopters, so as to make profits.
KFC is now affiliated to Yum! Brands, and has formed a strategic alliance with Pepsi-Cola, which regularly sells carbonated drinks provided by Pepsi-Cola (except in some countries, such as Korea and Japan). By the end of 2112, * * * had about 17,111 stores.
III. Related news
The incident of making hamburgers without gloves (Beijing) and the price increase incident of Soymilk Gate (Guangdong)
The Sudan Red incident (Britain and parts of China) and the bacteria in hamburgers exceeded the standard (Hubei) ...
Although there were some negative news in KFC, the parent company of KFC, Yum! Brands, began to publicize to people through advertisements and social media last October that their food was safe. In China, people all over the world still choose to trust KFC, so that the business of KFC fast food restaurants is still booming.
iv. xx basic information of KFC
business hours: 24-hour business system.
store specifications; * * * There are two floors, the first floor is the ordering, loading, food preparation area and the participation area, and the second floor is the customer dining area, children's play area, staff room and men's and women's toilets. Maximum customer capacity: 151 (for consumption at the same time)
1. Total number of employees: 11. Employee position composition: 1. Ordering staff (4 women)
2. Caterer (4 women and 1 men, including 2 KFC managers)
3. Cleaning staff (2 men, both aged between 35 and 45)