abstract - christ university

A COMPARATIVE ANALYSIS OF KFC VIDEO ADVERTISEMENTS

AND THE IMPACT ON ITS CUSTOMERS OF BENGALURU

Cyril T

Registered Number: 1324009

A dissertation

submitted in partial fulfillment of the

requirements for the degree of

Master of Science in Communication

Christ University

Bengaluru

2015

Department of Media Studies Abstract

ii

Christ University

Department of Media Studies

This is to certify that I have examined this copy of a master‟s thesis by

Cyril T

Registered Number: 1324009

and have found that it is complete and satisfactory in all respects,

and that any and all revisions required by the final

examining committee have been made.

Committee Members:

_____________________________________________________

_____________________________________________________

Date:__________________________________

iii

I, Cyril T confirm that this dissertation and the work presented in it are original.

1. Where I have consulted the published work of others this is always clearly attributed.

2. Where I have quoted from the work of others the source is always given. With the

exception of such quotations this dissertation is entirely my own work.

3. I have acknowledged all main sources of help.

4. If my research follows on from previous work or is part of a larger collaborative

research project I have made clear exactly what was done by others and what I have

contributed myself.

5. I am aware and accept the penalties associated with plagiarism.

Date: 09/12/2014 Signature

iv

ABSTRACT

A comparative analysis of KFC video advertisements and the impact on its customers of

Bangalore

Cyril T

MS in Communication, Christ University, Bangalore

In India, today fast food being one of the most successful businesses and also all over the

world because of the economic development, increase in per capita income, people having

less time to cook, people having no time to wait in restaurants and people are ready to spend.

One popular fast food chain in India is KFC and one of the tools of KFC to reach its

customers is through visual advertisements. There are many concepts and ideas which are

used in video advertisements of KFC to seek the viewer‟s attention and drive them into KFC

store and there might be several reasons for the existing customers of KFC which brought

them to KFC store. The researcher has used mixed method, qualitative method to analyze 7

official KFC video advertisements during the time period of 8 months (Jan 2014 to Aug

2014) from their official YouTube channel (KFC India) to arrive at finding the dominant

factors, idea, concepts, colors and other elements which are prominently used in its

advertisement videos and the researcher undertakes quantitative method to compare if the

conclusion of qualitative research matches the quantitative research's conclusion.

Keywords: KFC, advertisement analysis, video ads analysis

Authorship

Declaration

v

ACKNOWLEDGEMENTS

The author wishes to express sincere appreciation to the Department of Media Studies for

their extended long-term support and especially to course coordinator Fr. Biju K.C for his

vast reserve of patience and knowledge and my Shantaraju. S for his valuable feedback and

restless assistance in bringing out this research.

This thesis would never have been completed without the encouragement and devotion of my

family, friend Surya and my best friend Pankhuri.

vi

DEDICATION

To my loving sister Sheeba Henry

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TABLE OF CONTENTS

ABSTRACT ................................................................................................................................... iv

ACKNOWLEDGEMENTS ............................................................................................................. v

DEDICATION .............................................................................................................................. vi

TABLE OF CONTENTS ............................................................................................................. vii

INTRODUCTION .......................................................................................................................... 9

1.1 Overview .......................................................................................................................... 9

1.2 Slogans of KFC .............................................................................................................. 11

1.3 Links of KFC ads ........................................................................................................... 12

1.4 Visual Commercials ....................................................................................................... 13

1.5 Some of the drawbacks of TV ads could be ................................................................... 14

1.6 Some of the drawbacks of internet publicizing are as follows ....................................... 15

REVIEW OF LITERATURE ...................................................................................................... 16

METHODOLOGY ....................................................................................................................... 21

ANALYSIS ................................................................................................................................... 25

Quantitative Results ..................................................................................................................... 34

CONCLUSION............................................................................................................................. 45

5.2 Scope for further research ..................................................................................................... 45

5.3 Limitations .............................................................................................................................. 45

BIBLIOGRAPHY......................................................................................................................... 50

LIST OF FIGURES

Figure 1: One snapshot from the video ad .............................................................................. 26

Figure 2 : 2nd AD .................................................................................................................... 27

Figure 3: One snapshot from the video ad .............................................................................. 28

Figure 4 :One snapshot from the video ad .............................................................................. 29

Figure 5: Snapshot from Wednesday offer ads ....................................................................... 30

Figure 6: Snapshot from KFC's great divide ad ...................................................................... 31

Figure 7: Snapshot from Paneer ad of KFC ............................................................................ 32

Figure 8: Age group of individuals taken in this survey ......................................................... 34

Figure 9: How people got to know about KFC ....................................................................... 35

Figure 10: How often you come across KFC ads .................................................................... 36

Figure 11: Prefer going to KFC............................................................................................... 37

Figure 12: Concepts people often see in KFC ads .................................................................. 38

Figure 13: Favorite concept of people in KFC ads ................................................................. 39

Figure 14: Menu people often see in KFC ads ........................................................................ 40

Figure 15: Do ads match reality of KFC ................................................................................. 41

Figure 16: Driving force to KFC stores .................................................................................. 42

Figure 17: Colour people get in mind when thought of KFC ................................................. 43

Figure 18: What remind people of KFC .................................................................................. 43

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Chapter 1

INTRODUCTION

1.1 Overview

There are many techniques to influence consumers these days. In preceding time there

were ads with broadsheets or word of mouth or on radio set and television. Television ad is

not a very timeworn thing but now-a-days after the internet upheaval the whole ecosphere of

industry is changed. The internet is also castoff for promoting and advertising the products

these days. “Business reports have shown that core broadcast networks still reap the

maximum share of advertising profits, but many firms have started to assign a greater portion

to search-engine advertising.” This study is about the reaction of the consumers on videos of

KFC. The reaction of the consumers in the direction of the visual ads of KFC done by the

firms and released in their authorized YouTube Channel to trade their products will be

explored and review will be done to know the influence for that. The quantitative

methodology will be castoff to do this study and survey technique will be used to accumulate

the data. The purpose to choose this methodology was for the reason that this was utmost

appropriate method to fit with quantitative study. The surveys will be conducted from

110people from 22 branches out of 43 across Bangalore which is more than 50% of KFC

stores in Bangalore and the result will be analyzed after that. This will give the interpretation

of people about KFC‟s ads. This will also display the influence of ad on buying of people. As

mentioned above the firm used for this research was Kentucky Fried Chicken (KFC). The

ephemeral intro about the business is given below. This will benefit to get the enhanced

understanding about the organization and their goals and intentions. This will also illustrate

the constant progress of KFC in India. Fundamentally, this will give the required info about

KFC.

Kentucky Fried Chicken (KFC) is a restaurant chain grounded in India. The proprietor

of KFC was Yum! Brand Incorporation. Yum is a conglomerate that controls or issues

warrants to Taco Bell, Pizza Hut, KFC Long John Silver's and A&W restaurants globally.

Colonel Harland Sanders is founder of KFC. When Colonel was at the age of 6, his father

died and his mother made him go for work, he had to upkeep of his 3 years old brother and

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sister. He had to cook a lot for his family and by the age of 7, he was an expert in a number of

regional dishes. Colonel Harland Sanders established the business as Kentucky Fried Chicken

in the year 1952. He instigated keenly franchising his chicken business when he reached the

age of 65, and at the present currently KFC had become the major fast service food amenity

system in the world. KFC is a chief competitor in the fast food business and identified for its

fried chicken and supplementary fast food offerings. It is exciting to mention that the first

fried chicken was offered in the year 1930 in the middle of Great despair at a gas station

(KFC, online). KFC is a renowned restaurant and according to their yearly report of 2012 it

has been appraised as 60th renowned brand of the domain. KFC is a trademark of Yum

Restaurant International with more than 12,500 restaurants in 110 countries and diverse

regions of the domain. YRI‟s functioning profit in the end of 2012 was more than $528

million and released 928 new-fangled restaurants across six countries in 2012. KFC is doing

a sample for Halal food yields and that makes KFC dissimilar from his competitors and gives

KFC a competitive benefit. KFC functioned with Halal Food Authority (HFA) and got a

authorization for halal food products in some of the stores.

“A new business approach, scrupulously instigated through all phases of marketing,

transmuted the KFC brand from sharp deterioration to category-beating progression”. They

reformed the colonel design and logo of KFC as well. After the new approach executed, KFC

did an amazing progress and became the eminent outlet of high street. The figure below is

showing the growth of KFC after new tactic: Fig. 1 Growth of KFC This figure is from a case

study done by The Marketing Society shows that KFC started to proliferate again in year

2006.

At the present KFC is one of the most renowned fast food brands of India. KFC

INDIA is the world‟s No.1 Chicken QSR. KFC has acquaint with many offerings for its

mounting customer base in India while remaining entrenched in the flavor legacy of Colonel

Harland Sander‟s top-secret recipe. Its signature dishes comprise of the “crispy outside, juicy

inside” Hot and Crispy Chicken, appetizing and titillating Original Recipe chicken, the spicy,

scandalous& crunchy Zinger Burger, Toasted Twister, Chicken Bucket and a host of

beverages and desserts. For the vegetarians in India, KFC also has great tasting vegetarian

offerings that comprise the Veggie Burger, Veg Rice and Veggie Snacker meals. In India,

KFC is growing promptly and today has presence in 11 cities with close to 50 restaurants.

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1.2 Slogans of KFC

There's Fast Food, Then There's KFC.

We do chicken right.

Finger Lickin' Good

Life tastes better with KFC

Buy a bucket of chicken and have a barrel of fun.

All the food of these firms are rich food, high class individuals are more visible to

health cognizant and so do not desire to have these fast foods frequently and the poor people

cannot manage to pay for these fast foods frequently because of the charge rates of these

foods are more but now a day's these fast foods are trying to come up with food menus

having low rate to reach out even the individuals who cannot meet the expense of more on

these foods, and this type of rating and advertising techniques have been relatively a feat in

our Indian market. For example KFC has come up with 25 rupees burgers, krushers, chicken

pop corns etc., and even McDonald‟s have the similar offers, Domino‟s has come with 44

rupees pizza called pizza mania and buy one get one free pizza on Wednesdays and KFC with

buy one chicken zinger burger and get one chicken zinger burger free on Fridays. And so the

main target of these fast food eateries are the middle class for the reason that they are the

regulars willing to devote more money here because of countless reasons like new perception

of food to them, being a status concern, in progress to earn more and many more alike

economical and psychological whys and wherefores. An immense part of fast food success is

advertising strategy. The advertising technique of these fast foods chains is very attention-

grabbing. Ever be unsure why fast food chains have outlets practically all over the place?

Answer is easy, for the reason that this is a part of their marketing strategy. High visibility

and global acknowledgement is the definitive theme of the fast food chains.

The prevalence of visual substance does not imply that verbal substance is

insignificant -a long way from it, as the following paper exhibits. The publicist needs to give

careful consideration to the arranging and execution of both sorts of substance aside from,

clearly, in radio promoting. Be that as it may, the proof supports generally a greater number

of accentuation on visual substance than on verbal substance.

Pictures have a well-known prevalence over words when it comes over learning

(essential for brand mindfulness and brand convictions). The proof is investigated by

Eysenckand the prevalence holds paying little mind to whether the learning undertaking

relates to fleeting or long haul memory, or to distinguishment reactions or review

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reactions(SJ McKelvie, 1979). A main clarification of the picture predominance impact is

(Paivio, 1971; 1978) double coding hypothesis, which holds that pictures for the most part

bring about a visual representation and a verbal one, though words are less inclined to bring

about the previous. Long haul visual memory, dissimilar to long haul verbal memory, seems

to have basically boundless limit, break down gradually, I, whatsoever, and demonstrates no

supremacy or regency impacts (Rossiter, 1982).

Evaluative (brand mentality) reactions have been less mulled over by clinicians in

connection to visual and verbal substance. On the other hand, sponsors' "observational"

preference of TV promoting appears to help the picture predominance impact for evaluative

reactions as well. Television is a definitive pictorial medium in that all TV plugs (however

not all print promotions) contain pictures; likewise, TV ads introduce one as well as different

pictures to the viewer. A little scale research center study (Wallace) and the few huge scale

field mulls over that have been directed (The Media Book, 1984) plainly help TV over

magazines, daily papers and radio in effecting demeanor change, buy plans, and buy conduct.

"How the money adds up" is reflected in the higher expense for every thousand promoters are

ready to pay for TV promoting.

An alternate motivation behind why pictures may be better than words in affecting

evaluative reactions is the visual directs prevalence in precisely conveying

feelings(Mehrabian, 1980). Feelings drive the fundamental inspirations that empower

conduct and this may be one motivation behind why TV, which catches the full (gestural)

enthusiastic reach, is so compelling in affecting buy conduct.

1.3 Links of KFC ads

http://www.youtube.com/user/KFCinIndia

Visual correspondence does exclude dialect codes; it leaves the visual message and

the beneficiary alone. This paper concentrates on the generation of significance from visual

messages in publicizing from a semiotic investigation viewpoint which can be analyzed

through viewer reactions to recognize examples of important development.

Visual correspondence is any manifestation of correspondence that passes on a

thought through visual support. It subsequently, depends absolutely on vision. Sorts of visual

correspondence include: drawing, visual depiction, colors, signs, images, representation,

typography, and so forth. A decent bit of visual correspondence ought to have the capacity to

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effectively pass on its message to the gathering of people. Nonetheless, some of the time that

relies on upon individual inclination and aesthetic aptitudes.

In ordinary life, we impart both through visual correspondence and dialect. On the

other hand, we have a tendency to overlook that we do. At the point when solicited to give a

case from a strategy for correspondence, individuals by and large answer "dialect". We

underestimate visual correspondence on the grounds that it happens unwittingly more often

than not.

In Medieval times, a great many people were not proficient so Christian places of

worship told stories of the paragons of piety and holy messengers by pictures on stained

glass. In the city, we comprehend that the color red means stop and the shade green means go

without needing to ponder it. At the point when our USB lights up, we realize that it is

presently associated with our machine and prepared to be utilized.

Seeing competitors on TV, we know the one with a brilliant award is the champ.

As per Huxley, "seeing" is the aggregate of sensing, selecting, and seeing. One of his

most acclaimed quotes is "The more you see, the more you know."

1.4 Visual Commercials

Visual writings are paramount for researchers working with basically concentrated

structures, for example, promoting and TV in light of the fact that pictures structure a focal

piece of our mass correspondence sign framework (Moriarty). Since TV notices incorporate

both verbal and nonverbal signs and set up the conditions for the viewers to construe

importance from it, publicizing dialect has picked up attention as a paramount zone of

semantic exploration. In dialect based correspondence, the one transmitting the message

either in talked or composed dialect directs the beneficiary to make surmising. On the other

hand, in making significance procedure of nonverbal correspondence, viewers are in charge

of translating the messages. Beneficiaries outfitted with discriminating speculation aptitudes

may have more productive basic understanding in the translation process.

Plugs likewise depend on the viewers to comprehend the messages they are creating

and attempt to figure the learning of the viewers that they need to reach. Promotion makers

attempt to discover pictures that backing the item and that will help to offer the item. From a

semiotic point of view, TV ads comprise of dialect and picture data (both verbal and

nonverbal signs) and give especially powerful environment to inspecting the questionable

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nature of adductive inference; gifted publicists esteem trickiness and consolidate the

inadequate thinking of kidnapping into their messages (Langrehr, 2003).

With a specific end goal to comprehend the world we live in, we attempt to translate

what we watch. Our faculties, social situations, controls and values and our identity and in

addition our points, needs, mind-sets impact our elucidation. Consequently, promoters

behavior center gathering studies with a specific end goal to get the general thought of how

their ads will be translated. Powell et al characterize a center gathering as an issue of people

chose and gathered via scientists to talk about and remark on, from individual experience, the

point that is subject of the examination.

A semiotic investigation of a business looks to figure out how the messages are

framed and given significance. In a semiotic methodology, the implications of advertisements

planned by their inventors give shape and importance to our knowledge of reality. To study

commercials may intend to disentangle the surrounding of significance since they are

constantly delivered in a social setting and are constantly social and context oriented. Without

a setting, no significance can be created on the grounds that the picture will remained to no

end, so ads form associations between the implications and pictures of items expresses that a

semiotic examination needs "to distinguish the visual and phonetic signs in the advertisement,

to perceive how the signs are composed by paradigmatic and syntagmatic choice, and note

how the signs identify with one another through different coding frameworks. The semiotic

examination of ads is to make implications from phonetic and visual signs."

Correspondence scholars have additionally made commitments to visual

correspondence. Wendt (Moriarty), case in point, in his book titled The Language of Pictures

translated visual correspondence as far as essential correspondence hypothesis, and asserted

that the implications of pictures are not in the pictures, yet rather in what we bring to them.

Since visual understanding is based upon recognition through cognizance and dialect and is

influenced by social, social, and individual edges, we emphatically accept that semiotics will

help us clarify the unpredictability of visual correspondence while handling visual data and

delivering significance from outwardly concentrated zones, for example, advertisements

(Lester,1995; Griffin, 2000).

1.5 Some of the drawbacks of TV ads could be

1. The desired prime time commercials are generally sold out far in advance.

2. Restricted length of ad decreases the preferred amount of info communication.

3. Comparatively expensive in terms of inventive, production and promotion costs.

15

4. The commercial on TV is short-term.

There is a chance that the spectator wants to watch it more than once to get better

understanding. Mostly, the ad needs many experiences to surge above clutter (Scully,

2012)Internet is comprehensive than any other medium of advertisement. The benefits of

the online advertisements are as follows:

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

2. The obligation of online advertisement is around 5.2% higher as paralleled to other

mediums of ad (Vurro, 2009)

3. The ad on internet is generally for the young section of population. (Scully, 2012)

1.6 Some of the drawbacks of internet publicizing are as follows

1. “Advertising conveyance on sites considered not applicable for brand promotion due to

offensive content deliberated to be in desecration of the brand safety.” (Vurro, 2009)

2. Cookies are used generally for the advertisements, and commonly cookies are

removed by most of the internet operators, this declines the viewership of advertisements

and there is large number of faults in assessing viewership.

3. It is not essential that the spectator will click the advertisement and will see the full

ads.

Furthermore, television is the most appropriate way to reach spectators of millions, the

addressees that answer back more to TV ad of fast food are children and young peer

group in other words fast food businesses intentionally attract these customers(Scully,

2012).

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Chapter 2

REVIEW OF LITERATURE

Advertising is one of the utmost important facets of promotion or campaign.

Marketing on the whole have many responsibilities to bring about and advertising is one of it

(D'Souza, 2009). The topic marketing is too immense to write about in this trivial project.

Advertising is being a selection of and influences of it will be explored after the research.

In the book Principles of Marketing, (Kotler, 2008)the researcher has tried to analyze

and comprehend the sense behind organizations marketing approach which impasses

consumers. It is predictable for any firm to function deprived of marketing its merchandises.

Henceforth the impression of ads in all forms of mass media platforms around us. It affects

both the possible buyers as well as non-potential buyers in order to increase the market for

such merchandises. Even when individuals share their shopping understandings, they

incidentally market the merchandise or service.

For the most part, promotion deals with clienteles which are an imperative element in

the organization; the consumers decide what they want or requisite. Through promotion,

corporations aim to fascinate new consumers by promising loftier value and to uphold the

existing ones and further improve one‟s customers by supplying consumer satisfaction. The

objective of every firm is to gratify the needs, requirements and demands of its clienteles

maximizing their revenue at the same time. These desires can be shaped by principles or

individual behaviors. Demand is made when individuals want to devour and want products or

amenities that will bring significance for their money. Markets vary; consequently it is not

probable to attract all customers the similar way. By segmenting the arcades, (firms separate

large arcades into smaller sections; they can more effortlessly identify the desires of their

target consumers. Targeting allows the firm to recognize its target crowds that share mutual

needs or features which the firm decides to assist.

Positioning on the other hand validates how clienteles establish trademarks within the

arcade. It segregates the firm or brand from the contenders so that the target crowd will see its

importance. Positioning delineates the image and trademark of a firm so that customers in the

target section will be familiar with where the company stands among its opponents.

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Individuals have cognizant and insensible needs which promotion might bring out.

Consumption of a merchandises or amenity can help gratify cognitive desires, by re-

enforcing principles and individual goals.(Kotler, 2008)

In the book Consumer logy, The marketplace study Myth that the Truth about all

customers, and the Psychology of Shopping the author talk about the need of the patrons and

also they do not always know what they want. They are not intentionally aware about their

purchasing needs and so the advertisers are trying to make them want somewhat they don‟t

certainly need. Consumer manners studies the methods when persons or groups choice,

purchase, use or dispose of merchandises, amenities, concepts or understandings to gratify

requirements and desires. (Graves)

Customers vary from diverse age groups; and so it is significant to have a extensive

range of goods or services to gratify countless necessities of consumers. Customers might

ponder price as the only influential factor persuading their buying verdict.(Solomon)

In Economic Times of India, The KFC menu is more and more throwing up a number of

veggie items such as Veg Zinger, Veg Snacker and Veg Zing Kong. It would give the

impression that KFC, identical with chicken through the world, is turning 'vegetarian' in

India. In current months, the brand has charted the launch of a non-veg product with a veg

alike (Example: Zing Kong boxes). KFC now plans to instantaneously give a free rein to veg

and non-veg items in the Indian eating-out market, according to TarunLal, the general

manager at KFC India. Like so many new foreign brands, KFC has been modifying its

approach to ensemble the local fondness in India.

Rendering to Vilanilam and Varghese, advertising is a systematized way to vend the

goods and chattels by giving info of them to the individuals with unlike sources. The term

“advertising‟ came from Latin word and it means “to appeal awareness to”. This helps to

restrain the value and aim of advertising. (J V Vilanilam)

According to Shah and D‟Souza, “any paid form of non-personal presentation and

elevation of concepts or goods by a well-known promoter is known as advertisement.” If this

common definition is studied the features will be that ad is all the time paid content.

“Promotion" is specified to the fact that it is the intention and objective of ad and lastly,

“Identified Sponsor" again classifies that it is not particular, it will be about specific

trademark about which the promotion is being done.

The purposes of ad are “Enlighten, Influence, Remind and Emphasize”. To

comprehend it well; enlighten is to let the individuals know about the manufactured goods,

Influence is persuade people to purchase, old products are hark back and last is emphasize, in

18

this present customers are swayed that they have selected the right item. The advantages of ad

are informs, encourages, hark back and highlight mass spectators about a item for

consumption and builds the uniqueness of a brand. On the other hand, the drawbacks are, it is

very costly and it is within tangled media with a high noise level (D'Souza, 2009)

According to Kumar some other advantages of ads in customer‟s perspective could

be: These ads update the consumers about the value of the product and rate as well. In most

of the ads the prices of goods are already declared, that‟s why there is not any chance for

customers to be over charged. If the consumers will be engrossed to the diverse brands by the

ad, it will upsurge the race between diverse organizations and they will attempt to make their

goods better to influence the customer. Ads help the consumers to save their essential time.

They will openly buy the manufactured goods for the reason that they knew the value and

features of the merchandise and rate as well. They knew that they can meet the expense of it

or not before hand going shopping.

This helps to upsurge the standard of living in individuals. It endlessly provides info

about the fresh designs of the cargos to consumers and therefore consumers use those goods

and upsurge their living standard. (Kumar, September 26, 2013)

The marketing needs in the domain are growing day-by-day. According to the study

done by Shah & D‟Souza there is upsurge in the marketing budget of the entire world with

the ratio of approx. 5% every single year. There is diverse type of mass media being used for

ads. (D'Souza, 2009)

According to Hackley the marketing messages could be spread with dissimilar

methods like radio set, television, internet and other promotional device and public means of

transport could be castoff as well for advertising. (Hackley). Furthermore, Grier et al

described that advertising for fast food using all types of media including print, online,

wireless, broadsheets and store campaigns. As compared to the outdated means of ad, online

ad is more attractive. Internet ad did not even happen some 20 years earlier but now it is the

most significant aspect of ads (Barrie Guntar, 1982)

Online commercial is becoming more prevalent in this age of internet and it appeals

customers of more or less every age and gender but young individuals are more likely to

fascinate (Tellis). Nearly all big fast food businesses are promoting online, particularly on

social media websites. Glenday states that KFC online ad mainly on social media like Face

book, Twitter and also on the YouTube is running effectively and proved advantageous to

fascinate and bond with the customers.

19

KFC is having 8,30,000 fans on its page on Facebook. KFC is also using paid ad on

Facebook for promoting its products. This is one of the examples of using social media by

KFC for ads KFC is using all obtainable media for the promotion. The speed of ad

broadcasting is very high. If you choose for an ad today, it could be in consumers hands in

one or two days after that. The television ad reaches to a huge numbers of individuals on

international, domestic or regional level in a very small period of time The new cable and

Self-regulating stations offer new probabilities to the local spectators. TV as an image-

building and visual medium that offers the facility to convey your message with vision, sound

and gesticulation.

According to Arredondo et al fast food businesses advertise openly to children as they

discern their expenses power and the fast food business is considered as leaders in impending

the youth. As a result children are more expected to be familiar with brand names of fast food

firms as they see them on TV and other media. The youngsters arcade has established

extensively important to dealers (McNeil)

A large number of firms are outlay millions to entice this section of customers

(Wentz, 2004). According to Evans and Ebrary an operatively actual and efficient media

approach and scheduling are very significant for the attainment of advertising. A promotional

campaign cannot be effective if it is not seen by a reasonable number of concerned

customers. Hackley claim that: “The dominant task of the marketing media developer is to

select, negotiate and purchase media revelation for the campaign, to certify that the

advertisements will grasp the largest number of anticipated customers likely within the media

budget.” (Hackley). He specified that the companies who vend fast food foodstuffs always

entice their clienteles by the modest and most actual promotional and marketing approaches

of the expediency, low cost and flavor of fast food.

(Tellis)defined that the fast food firms entice people by marketing through expediency, ready

to eat and willingly available selections. These firms offer goods for every age section and

generally they entice youth by their promotion campaign. Fast food firms generally, advertise

on rate and they offer a range of goods on diverse price range and a large number of

individuals can manage to pay for them. They select the manufactured goods they can

manage to pay for from that long list of dissimilar products. Customers also give a reaction to

the ads of fast food on dissimilar kinds of media.

Glenday entitle that public‟s retort to online ads and it can be perceived as in 2012 the

numbers of Twitter followers of KFC were about 79,000 and on Facebook it got about 3.9m

likes. A study done by Scully etal illustrates a straight connection between marketable TV

20

viewing and fast food consumption. The study consequences done by Scully etal indicates

that, the respondents who devote three hours per day watching TV are more likely to

purchase fast food one time in a week as paralleled to the respondents who spend one hour

per day viewing television. (Scully, 2012)

According to Bauer et al, “eating at fast-food eateries is common amongst teenagers.

National data specify that on every given day approximately 40 % of high-school old

youngsters report consuming foodstuff from a fast-food eatery.” Mostly administrations use

media to entice these young individuals.

If on one hand Advertising has help out to improve an international manifestation for

the world‟s most well-known brands (Hackley)and arrange for individuals with willingly

available, yummy food preferences. On the other hand there is a profusely of literature

affirming fast food and its harmful impacts specifically child obesity. (Hackley)

Mareeetal specified that the fast food businesses are facing condemnation for enticing and

pursuing young patrons. Dhar and Bayliss, state that child obesity is increasing for the reason

that of bad eating behaviors and these behaviors develop due to continuous exposure to fast

food ads on various media particularly on television.

(Hackley)claimed that Advertising be likely to be held responsible for a lot of social

evils from eating conditions to the debility in public behaviors.

Cartere pronounced that, countries like Australia have proscribed fast food ads during

children program hours for the reason that of increasing obesity issues.

“Advertising has been critiqued for encouraging materialism, influencing persons to purchase

things they do not want and providing deceitful or misleading info” (Richard W. Pollay,

1993). The commercial campaign of harmful and unsafe goods is a big anxiety for the

strategy makers. It is suggested that the advertising of fast food should have limitations to

publicize.

Chapter 3

METHODOLOGY

This study will use a mixed methods design, which is a procedure for collecting, analyzing

and “mixing” both quantitative and qualitative data at some stage of the research process

within a single study, to understand a research problem more completely.

This exploration will take after quantitative methodology as it is more material for

investigating or reacting the examination question. Review research methodologies are most

much of the time connected with the quantitative examination(Saunders, 1973). Quantitative

methodology permits amassing information from a colossal number of candidates and is

proper for this task as it's unrealistic to discover all the subjective information from an

enormous specimen; quantitative figures is not difficult to accomplish in that circumstance.

These systems will in somehow help to reaction the examination question that how

individuals reply to the promotions and visual promoting media of KFC. At that point after

research the answers will be contrasted with the points and destinations to know the reaction.

As (Davis)pointed out that the objective of the analysts is to list the hopeful reactions

and afterward to translate them to make conclusions and suspicions. As indicated by

(Saunders, 1973)Tentative system is the standard manifestation of any study. It contains the

choice of the example and division of specimen to divergent trial circumstances. As an issue

of the examination arrange, its basic to have commonly writing audit and a deliberated

methodology to research method. It ordinarily contains the systems utilized for the

information array transform additionally it is critical to know the philosophies on which they

are grounded and what they indicate for information collection and study. The technique

advantages to depict the sort of information that we need which profits thusly to choose the

best of philosophy and the plan inside which to comprehend the results.

An examination is a system to discover data or actualities around a center subject.

Examination is possible for some reasons going from buying stationery to exploring the

interest and supply changing parts of a commercial center before releasing an item. Academic

exploration is a study which is carried out in an orderly, fair, cautious way and is extremely

fearful with respect to its exactness and uprightness.

22

Additionally this study does not basically require any particular information or any

figures to give substantiation, studies like Historical examination which can be steered by

perusing papers and arriving at choices through investigation, Culture studies which can

likewise be carried out by differences in the examination of recognized hypotheses or

actualities is possible. At last the entire thing bubbles up to clarifications, in the wake of

social affair the information the inspectors need to comprehend the information and this

system is possible utilizing numerous disparate hypotheses of clarifications this methodology

is called Perspectives'.

The strategy for examination has been enthused by the judiciousness of specialized

considering vigilant for the truth and tolerating illumination that is prisoner to ones

necessities and wishes. Logical deduction is objective and the assumptions attained are

focused around a technique of relentless intuition and the dependability of tolerating the truth

as the methodology manages. In the understandings of a study one scarcely gets consistency,

it is ceaselessly open to clarifications in divergent connections and divergences. Additionally

to make rationale out of any transactions happening around us it is noteworthy to liken with a

disparate or inverse concern, for instance we realize what is in design on the planet by partner

it with something that is not in fashion any longer. Broad communications investigation is the

study led to explore, watch or capture the progressions happening in the general public

because of the impacts of Mass modes.

Broad communications is any arrangement of correspondence medium that

momentarily achieves an enormous number of people like TV, Radio set, Newspapers, and

Internet and so on. Case in point Market research which is readied to choose what content

plans is required to run well with the onlookers or what at this point are in their great scores

and to orchestrate that substance more to people furthermore structure what they need.

Therefore research implies a journey of subtle elements and answers inquiries to make

available explanations to issues.

Epistemology is "the investigation of the way of data and discerning" and the matters

about a passable hypothesis of data or cognitive procedure are known as epistemological

issue. In short epistemology can be considered as the discerning of learning. In epistemology

there are two contemplations Realism and Idealism, an epistemological authenticity is the

sign that the apparent features that happen in an article is managing toward oneself of the

spectator. Additionally epistemological optimism is the sign that the peculiarities exist in the

psyche of the spectator self-deciding of the destination.

23

For instance 'when a human pass away his spirit leaves the body' in this condition a

visionary will consider that there is no confirmation to comprehend that the spirit truly left

the body after a people expiry so thus the speculation is additionally wrong, however an

epistemological realist regardless of the fact that there is any onlooker present to see the

indication or not will be unequivocal of that the spirit will leave the body as the human body

is withdrawn and has fulfilled its lifetime. Yet there is ceaselessly this hindrance of numerous

people not being stringently romantics or realists and their reactions are habitually that the

results relies on upon alternate adjoining variables of the circumstances.

The thought of authenticity conceives positivism wherever the world is existent and

the mode to know it is through trial studies, over and finished with observation comes

positivism. Furthermore through optimism the whole world is a situated of rationalities, it is

subjective and they meet up to make reality, unique to verbalism it is constructivism.

Positivism is the place we test a speculation in a simulated setting and attempt and secure on

the off chance that in any case it stands exact. For instance experimentation began in Vienna

for framing an impeccable dialect, taking into account the proposition that no one but reality

can be syntactically exact, began as an issue of significance.

The researcher in this study chose mixed method because analyzing of advertisements

is relatively subjective and therefore it is ideal to adopt qualitative and quantitative method in

this study. As in qualitative method the researcher collects all the visual, print and online

advertisements of KFC in India and analyzes it having various elements of analyzing an

advertisement. And the objective of using qualitative method for analyzing advertisements is

to know all the various factors which is highlighted in KFC advertisements in India in all the

major mediums of media. The important key factors the researcher will keep a note while

analyzing the KFC advertisements are concepts, color, logo, name, store, features of

characters, price, new products and services, additional services and others. Here, in

qualitative method the researcher arrives using multiple contextual factors using the

literature.

In the second phase, the quantitative, numeric, data will be collected, using a web-based

survey and face to face interaction and questionnaire. The goal of the quantitative method is

to compare the qualitative analyses of the researcher with the result of the quantitative

method and arrive at knowing if the factors used by KFC advertisements are the real factor

24

bringing in them into KFC stores or what are the other most appropriate factors and elements

bringing them into KFC stores.

The sample size of qualitative method in this study 110 because as per „Yum‟

financial data for the year ending 2013 there has been 43 KFC stores in Bangalore, keeping

this KFC store detail the researcher of this paper uses above 50% that is 22 stores of

Bangalore and 5 samples in each. The variables used in the questionnaire are related to the

age, occupation and others are KFC and its advertisements related questions. The sample

questionnaire is given below. It is subjected to change after the qualitative method is

completed.

While designing a mixed methods study, three issues need consideration: priority,

implementation, and integration. Priority refers to which method, either quantitative or

qualitative, is given more emphasis in the study. Here, though in this research both qualitative

and quantitative method is used but emphases is given on the quantitative method reason

being that the objective of this research is to arrive at knowing; what factors influences the

customers and bring them into KFC? So the customer‟s opinion is given more emphasis and

stand above qualitative method in this research. Implementation refers to whether the

quantitative and qualitative data collection and analysis comes in sequence or in

chronological stages, one following another, or in parallel or concurrently. Here, the

qualitative method that is the researcher analyzing the advertisements come first and then the

result of the qualitative method is used to frame questionnaire to the public and using the

numerical result of this to check if the analyses made by the researcher in qualitative method

matches this. Integration refers to the phase in the research process where the mixing or

connecting of quantitative and qualitative data occurs.

At the conclusion of this research paper the researcher will integrate the result/s of

qualitative and quantitative and arrive knowing the factors highlighted in the advertisements

of KFC in India in all major mediums and to know if these are the real factors pulling in the

customers into KFC stores.

Chapter 4

ANALYSIS

The researcher has collected the visual commercials of KFC as these visuals are

shared on youtube.com from KFC's official channel in YouTube and also few of these

commercials are regularly broadcasted in Television in most of the local Indian channels. The

ads were released during 2014 as per their official YouTube channel and the researcher has

analyzed these advertisements based on 4 parameters as mentioned below, these are the four

parameters which first strike to a viewers mind and get registered in their conscious and sub-

conscious mind without the viewer's knowledge and hence these four parameters are chosen

by the researcher.

The four parameters are as follows:

1. Dominance

2. Location

3. Food type

4. Characters

Firstly, Dominance; it means when you first come across this visual advertisement

where does your eye go? What is the first thing you notice in this advertisement? Where in

the advertisement your attention is drawn? The answer to all these three questions would lead

you to understand dominance. Under this parameter it is also important to know the other

divisions and detailing in dominance. They are Dominant: The element or elements given the

most visual importance and weight, the element of primary emphasis in the visual. Sub-

Dominant: The element or elements of secondary prominence that will become the middle

argument in your composition.

Subordinate: The elements with tertiary prominence, given the least visual importance.

Subordinate element or elements will go into the background of your composition.

Secondly location is one of the parameters to analyze the advertisements, location plays a

very important role in the advertisements because the location gets registered along with the

26

concept and the viewers will try to relate it along with the concept of the advertisement.

When KFC location is shown in ads and once registered in the viewers mind; it gets stuck

into their thought and they try to resemble it when they visit the KFC store in real. Thus

location play a very important role in the advertisements and the creators of the ads cannot

fake the location or cannot over exaggerate the location. It is not necessary that the

advertisements should always use the KFC store, it varies depending upon the concept of the

ads.

Food type is one of the parameters in this analysis and here the advertisements might

or might not use the product or food of KFC directly in their advertisements and if the

commercials have used them then, what product of KFC they have used or shown in the

advertisements? And how is it highlighted? These parameters and questions will be analyzed

by the researcher in this study.

Characters: the characters created by the ad film makers also play a very important

role because the viewers try to connect to the characters in the ads or even place themselves

in that role of the character therefore, this element or factor decides the target audience of the

advertisement and the concept would reach effectively only if the role of the characters are

well established in the advertisements.

As per the official KFC website link there has been seven TV commercials released in

India (links at reference). These seven advertisements are analyzed on the above mentioned

parameters and compared it with the quantitative result to understand if the advertisements

were effective and if the advertisements were the reason for the customers of KFC to drive

into the store.

First advertisement, 'KFC Hot & Saucy Chicken'

Figure 1: One snapshot from the video ad

http://www.youtube.com/watch?v=KWHXD1xnILI

27

1. Dominance - In this advertisement the dominance is to the dialogues, price and the way the

spicy chicken looks. This ad contains dialogues related to price and the highlight in on only

one item from KFC menu 'spicy chicken', the dish's look and the cost is its emphasis as the

price is 49 rupees; at the end the ad displays the price of spicy chicken.

2. Location - Here in this ad the KFC store is never shown and instead the requirement for the

concept is done justice and the location is based on the concept. It is based on shooting set

costume room which the concept demands and even while showing the KFC dish they do not

show it in KFC store.

3. Food type - In this ad the emphasis is on only one item from KFC menu 'spicy chicken' and

no other items are shown in the entire advertisement. The story of this ad directly not related

to spicy chicken or even KFC but at the end they try to bring a connection through dialogues.

4. Characters - There are three characters and in a closed set up. There was never an attempt

from the advertisers to directly connect the audience with the KFC product. The product is

shown only at the end of the advertisement.

Second advertisement, 'KFC So Good Wednesdays'

Figure 2 : 2nd AD

1. Dominance - The dominance in this ad is on the six and six and Wednesday; that is buy six

crispy chicken and get six more free and this is on Wednesday. And the tone/ voice of

characters are a highlight because one word 'so' is repeated by many people and also to gain

28

attention a female is given a male's voice & finally the ad completes the sentence 'so good

Wednesdays'.

2. Location - The location in this ad is not KFC store but other spots like office, class room

and etc.., which convey meaning like you can use this offer when you are with your

colleagues and friends.

3. Food type - This ad emphasis on all most all products of KFC. This ad attracts all

customers of KFC as it shows most of the favorite and popular products of KFC.

4. Characters - Characters in this advertisement are teenagers, students and colleagues. And

there is also a mix of different age category and professional costumes which goes along with

the costume of the characters.

Third advertisement, FAB 5 Rice Bowls

Figure 3: One snapshot from the video ad

1. Dominance - The dominance in this ad is uniformed between characters, dialogues, one

food menu and even the menu card placed on the table is one dominant element as this ad

focuses on the food menu in KFC which is most favorite for a typical Indian family.

2. Location - This ad uses the KFC store itself, and the color red is also slightly highlighted as

the location being the KFC store. The seating and the table is also set similar to any restaurant

set up which is liked by the family for family get together.

29

3. Food type - In India rice is preferred as a good and healthy food by Indians and it has

become a must for Indians let be lunch or dinner and specially for Indian families lunch or

dinner outings, this ad has rightly used family concept for rice bowl advertisement because

buns and chickens are not always like for a complete meal by elderly in the families.

4. Characters - The characters used in this advertisement are a perfect family group, that is

parents, two children and a grandmother. When families get together for lunch or dinner or a

meal then few among them would prefer having rice and this ad is targeting them. The menu

on the table is also highlighting only the rice menu in KFC. The ad also focuses only on this

one product of KFC and this idea resulted creating these characters

Fourth advertisement, KFC Wow Combos starting at just Rs 79

Figure 4 :One snapshot from the video ad

1. Dominance - Here the importance and dominant element is only the products of KFC and

price of the menu, same quality products from KFC starts from rupees 79 lowest prices in

KFC in the history and this has been highlighted and no unnecessary elements are added by

the advertisement creators.

2. Location - This ad uses KFC store and plain background and the emphasis is not much on

the location. To explain in more detail there is actually no location used by the creators. It‟s

only the products of the KFC.

30

3. Food type - Here the emphasis on food menu alone and nothing else which shows you can

get all variety like drinks, burger etc.., for this lowest price ever in KFC history. The product

of KFC is the only highlight in this advertisement.

4. Characters - There are no human characters in this ad; the products are like the characters

of this advertisement.

Fifth advertisement, KFC Zinger Wednesday: Buy One Zinger Get One Zinger free

Figure 5: Snapshot from Wednesday offer ads

1. Dominance - Here they used clear explanation and dominance is one 1+1 burger. And the

concept is also one dominant factor that is friends get together concept.

2. Location - They have used street set up of studio which is similar to abroad just to give a

rich look to the Indian audience. They have used KFC store itself to establish the products

and this helps the audience to connect.

3. Food type - Only burgers are highlighted, other products have been used when the KFC

store is established in the advertisement but more emphasis is given on the zinger burger as

this ad is specially created for it.

31

4. Characters - They have used teenagers and based on the theme 'friends' this ad is set.

Sixth ad, KFC's Great Divide

Figure 6: Snapshot from KFC's great divide ad

1. Dominance - The eye of the viewers goes on the animation and graphics in this ad because

there are no real characters but burgers used as characters. The highlight is on the colours

used for veg burger and non veg burger and the concept of Love between veg and non veg

burger.

2. Location - Animated KFC kitchen. Just to give the concept a real feel; animated KFC

kitchen is used to tell the story.

3. Food type - Two animated characters veg burger and non-veg burger to convey through

their theme that veg and non-veg do not mix in KFC. Let be oil, utensils and also chef.

4. Characters - Two animated burgers are the two characters. No human element

involved reason being the story or idea of the advertisement.

32

Seventh ad: KFC Paneer Zinger Commercial 2014

Figure 7: Snapshot from Paneer ad of KFC

1. Dominance - On the topic of Panner and veg items in KFC through dialogues is the

dominant factor here in this advertisement.

2. Location - This advertisement completely revolves around the KFC store and no other

locations are shown.

3. Food type - One of the new veg items of KFC is Panner burger and this ad is specially

created only to introduce this to its existing and new customers.

4. Characters - Couples and friends are used and one guy taking the main role and explaining

with exaggerating panner burger in KFC.

In this advertisement the language used has a sexual semiotic meaning to attract the

attention of the viewers and these words used then finally is linked to the panner burger in

KFC. These kind of techniques are some of the elements used by the ad creators to reach this

video to the viewers.

33

These seven visual advertisements of KFC were analyzed by the researcher and based

on these analysis the researcher understood that the most ad concepts of KFC advertisements

use friends and also family in one of the ads targeting the family customers. Red color is

clearly registered as the color of KFC store is red. Also that all ads do not target all audience

all products; ads are shared equally among different menu of KFC. Researcher also attempted

another quantitative method to compare and analyze if these visual advertisements were the

reason for creating any effect among the customer's of KFC.

Quantitative Results

1. What is your age?

Table 1

Age Percentage

a) Below 15 3%

b) 15 - 20 26%

c) 21 - 25 58%

d) Above 25 13%

Answered: 110 Skipped: 0

Figure 8: Age group of individuals taken in this survey

Among 110 individuals in this quantitative survey the majority of 58% fall under the

age of 21 - 25. And the next highest being the age group of 15 - 20. The answers of this

questionnaire may depend mostly upon the mind set of these age group as it is the majority.

Below 15

15 - 20

21 - 25

Above 25

35

2. How do you know about KFC?

Table 2


Figure 9: How people got to know about KFC

People got to know about KFC through family, friends and also advertisements as this

graph makes us understand that there is not much difference between the percentage for

family and friends with 36% and advertisements with 37% thus these spread informing about

KFC store and its food menu. Both these elements have equally contributed in making people

aware of KFC. Nearby branches have done a decently fair task in spreading KFC's name but

not as ads and peer group.

Family & Friends 36%

Advertisements 37%

Branches near you 19%

Others 8%

Particulars Percentage

a) Family & Friends 36%

b) Advertisements 37%

c) Branches near you 19%

d) Others (Please specify) 8%

_________________________

36

3. How often you come across KFC advertisements?

Table 3


a) Almost every day 31%

b) 2 - 3 times a week 26%

c) Once in a week 35%

d) Rarely 8%


Figure 10: How often you come across KFC ads

Among 110 individuals the response which we have received shows us that 31% of

people come across KFC ads very often and 35% of people come across KFC ads once in a

week and so this question do not give a clear single side answer but it has majority on the top

three options and hence it has a further scope to research and analyze; How come few people

come across KFC ads very often and few quite regularly.

Almost everyday 31%

2 - 3 times a week 26%

Once in a week 35%

Rarely 8%

37

4. How often you prefer going to KFC?

Table 4


Figure 11: Prefer going to KFC

The majority of 54% of the people prefer going to KFC reason being various. The

response to this question from the customers of KFC have shown us that these individuals

who have contributed in this research are regular customers or willing customers of KFC who

visit the KFC store once a week or prefer visiting.

Almost everyday 4%

2 - 3 times a week 25%

Once in a week 54%

Rarely 17%


a) Almost every day 4%

b) 2 - 3 times a week 25%

c) Once in a week 54%

d) Rarely 17%

38

5. What concepts or ideas you often see in KFC advertisements?

Table 5


a) Couples in advertisements 16%

b) Family 5%

c) Friends 75%

d) Children 3%

e) Others (Please specify) 1%

_______________________


Figure 12: Concepts people often see in KFC ads

75 percent of the respondents opine that Friends get together is the basic idea they see

while exposed to KFC visuals. 16 % of the respondents expressed that they see an idea

couples in the visuals followed by 5% of family. Other 4 % expressed that they children and

other things.

The majority customers have supported telling that they see friends or concepts

related to friends in the advertisements of KFC and few have also said concept on couples are

Couples 16%

Family 5%

Friends 75%

Children 3%

Others 1%

39

often seen in ads. Since the major portion have agreed to say they see friends in ads it is now

important to see is this impact really from video advertisements of KFC.

6. What are your favorite concept / idea among all the KFC advertisements?

Table 6


a) Couples 49%

b) Family 13%

c) Friends 32%

d) Children 4%

e) Others (Please specify) 2%

_______________________


Figure 13: Favorite concept of people in KFC ads

This is quite interesting to know that 49% which is majority of people among 110

individuals said they see friends in KFC ads in the previous question and when they are asked

their favorite concept then they have chosen to say, "couples" in KFC ads is their favorite

Couples 49%

Family 13%

Friends 32%

Children 4%

Others 2%

40

concept and never the less "friends" too have a quite next major share of 32% then family

with 13% then 6% of children and others.

7. Which menu you often see in KFC advertisements?

Table 7


a) Wow menu (35 rupees menu) 30%

b) Regular menu 14%

c) Combo 25%

d) Veg menu 19%

e) All of the above 12%


Figure 14: Menu people often see in KFC ads

The answers for this question too has quite a fair share among all its options but still

"wow menu" stands out of the other options as being the majority. The probable reason could

be that the "wow menu" is one of the recent release of food item in KFC and the customers

probably would have seen ads on this menu and it has been strongly registered in their mind.

Wow menu (35 rupees menu)

30%

Regular 14% Combo

25%

Veg 19%

All of the above 12%

41

8. Are the visuals you see in KFC advertisements of reality in KFC store?

Table 8


a) Very partially same

b) Partially same

c) Matches closely

d) Never the same

Other (Please specify)

_______________________


Figure 15: Do ads match reality of KFC

Generally, people have a mindset that the ads of any products is not the same in

reality but here KFC seems to be done a fair job in showcasing its originality in its

advertisements and hence, people feel the KFC food shown in ads matches closely to reality

in KFC products.

Very partially same 19%

Partially same 28%

Matches closely 45%

Never the same 7%

Others 1%

42

9. What drives you to KFC store?

Table 9


a) Advertisements 28%

b) Service / Hospitality/ 26%

Environment

c) Taste 34%

d) Price 9%

e) Others (Please Specify) 3%

_____________________


Figure 16: Driving force to KFC stores

The result for this question makes it clear that there are many factors which drives

KFC customers into the store because there are 3 options like taste, service and

advertisements getting major support for being the driving force for customers into KFC

store.

Advertisements 28%

Service/Hospitality/Environment

26%

Taste 34%

Price 9%

Others 3%

43

10. What color come to your mind when you think of KFC ?

Answered: 72 Skipped: 38 (Open ended question)

Figure 17: Colour people get in mind when thought of KFC

The color of KFC store is Red and KFC has prominently used red in all its ads, stores

etc.., and this has received a major impact among all the customers of KFC because the color

red reminds people of KFC and thus proves the ad creators have used KFC's official business

color red dominantly all over its promotion and others and thus it has been registered in the

minds of the people strongly.

11. What factor/s remind you of KFC?

Answered: 70 Skipped: 40 (Open ended question)

Figure 18: What remind people of KFC

Red 85%

Others 15%

Chicken 90%

Others 10%

44

It is obvious that KFC is popular for its crispy chicken and thus people walk into the

store to eat chicken alone and thus KFC is remembered now and will always be remembered

for chicken. 90% of the contributors have answered the same to this open ended question.

Chapter 5

CONCLUSION

KFC video advertisements try to be effective through the use of visuals and dialogues and the

concept of friends get together deeply get rooted into the minds of the youth and they imitate

the characters which they see in the ads which probably results in friends getting influenced

to party in KFC. Each ad of KFC highlights only one product from the KFC menu and the

objective of that ad is to highlight that one particular product and its price and the when this

is compared to the quantitative result, there the audience say they get awareness about the

product through advertisements too mostly. The color Red is prominently used is KFC ads as

red color is KFC's theme and 90% people's mind links KFC with red color. In most people's

mind chicken itself reminds of KFC and this is one best advantage for KFC to keep

themselves firm in its customers mind. This research shows us that ads of KFC matches

closely to reality in terms of showing the food in ads and the factors driving its customers

into KFC is not particularly one but service, taste, hospitality and others.

If you try looking at the driving forces of KFC's customers then it is not advertisements but

taste, service and environment and thus it say that ads cannot pull customers completely but

also there should be other elements attracting the customers and ads can only remind the

customers about the product.

Thus, KFC ads are a tool to remind its customers the existence of KFC and its new

products but the service and taste matters the most at the end of the day.

5.2 Scope for further research

1. Research can be extended to different cities all over India to know the effectiveness of

KFC's video ads.

2. This research covers only the video ads and it can be extended to all the mediums to

get more accurate knowledge of ads of KFC

3. There is almost equal percentage of people telling they come across KFC ads and also

people telling they do not come across KFC ads and this aspect can be taken as a

separate study by itself.

5.3 Limitations

1. The research could have included a larger number of samples which would enable the

researcher to encompass a wider horizon and probably give a better analysis.

46

2. It was tough to get deeper meaning for all elements of video advertisements.

3. Since the research also involves qualitative analysis it might be biased and might not be

acknowledged by observers.

4. It was not possible for the researcher to cover all the 22 KFC stores and the researcher

could cover only 19 stores around Bengaluru.

APPENDIX

1. What is your age?

e) Below 15

f) 15 - 20

g) 20 - 25

h) Above 25

2. How do you know about KFC?

e) Family & Friends

f) Advertisements

g) Branches near you

h) Others (Please specify) _________________________

3. How often you come across KFC advertisements?

d) Almost everyday

e) 2 - 3 times a week

f) Once in a week

g) Rarely

4. How often you prefer going to KFC store?

d) Almost everyday

e) 2 - 3 times a week

f) Once in a week

g) Rarely

5. What concepts or ideas you often see in KFC advertisements?

e) Couples in advertisements

f) Family

g) Friends

h) Children

i) Others (Please specify) _______________________

6. What is your favorite concept / idea among all the KFC advertisements?

f) Couples in advertisements

g) Family

h) Friends

i) Children

j) Others (Please specify) _______________________

7. Which menu you often see in KFC advertisements?

e) Wow menu (35 rupees menu)

f) Regular menu

g) Combo

h) Veg menu

i) All of the above

8. Are the visuals you see in KFC advertisements of reality in KFC store?

e) Very partially same

f) Partially same

g) Matches closely

h) Never the same

i) Other (Please specify) _______________________

9. What drives you to KFC store?

f) Advertisements

g) Service / Hospitality / Environment

h) Taste

i) Price

j) Others (Please Specify) _____________________

10. What color come to your mind when you think of KFC?

_______________________

11. What factor/s remind you of KFC?

Please Specify

_________________________________

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51

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