Abstract
The study was undertaken with an objective to identify
factors affecting brand food products about two major food
industries i.e. Mc-Donald’s and Kentucky Fried Chicken
(KFC). Factors included were taste and quality of product,
price of product, delivery of product, availability of
product, environment of restaurant, staff of behavior and
value for money. A pre design questionnaire was used to
collect relevant data about these two food industries in
Islamabad and Rawalpindi areas (n=324). The study found
that the product of KFC were relatively better as compared
to that of Mc-Donald’s in most of the traits studied
especially in Taste and quality of food, price of product,
staff behavior, delivery of product, and environment of the
restaurant.
Muhammad Usman Haider, Dr Farzand Ali Jan, Muhammad Farooq Jan, Muhammad Faheem Jan. (2012) Factors Effecting Brand Preferences: A Comparative Study of McDonald’s and KFC, Abasyn Journal of Social Sciences, Volume-05, Issue-2.
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