Consumer Behaviour Report: KFC's Marketing Strategies in Singapore

This report analyzes consumer behavior in the context of KFC Singapore, examining how consumers make decisions regarding the purchase, use, and disposal of food products. The report identifies KFC's target market through demographic, geographic, psychographic, and behavioral segmentation, focusing on income brackets and consumer preferences in Singapore. It explores the factors influencing consumer decision-making, including internal and external influences, and presents a model of consumer behavior. The analysis covers problem recognition, information search, evaluation of alternatives, and purchase decisions. The report also discusses KFC's marketing strategies, including its popular Zinger Burger and the impact of lifestyle factors on consumer involvement. Recommendations are provided to enhance consumer engagement and improve marketing effectiveness, emphasizing the importance of understanding consumer behavior to drive sales and brand loyalty within the competitive fast-food industry.

Running head: CONSUMER BEHAVIOUR
Consumer Behaviour
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Executive Summary
Consumer behaviour analysis facilitates in evaluating the ways in which consumers make
decisions regarding their decisions and wants associated with their purchase, use andfoods
disposal. The targetmarket selected for KFC is selected through identification and along with
profiling distinctconsumer groups that differs in their needs along with the preferences. Under
demographic target consumer selection, KFC focuses on the income bracket of the consumers.
Behaviour of the consumers in Singapore is influenced by the internal along with the external
factors impacting consumer behaviour towards KFC chicken based offerings.The figure below
indicates the internal and external factors that impact the consumer decision making process in
KFC Singapore. Its food items are mostlyfocused on selling them to higher income group
consumers in Singapore that can spend willingly on premium priced foods. Considering such
distinct consumer behaviour, KFC must focus on developing their advertising content in
attaining high inclement of Singaporean consumers towards its food products.

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Table of Contents
1. Introduction..................................................................................................................................3
2. Purchase Situation and Target Market Profile.............................................................................3
2.1. Product Service and Consumer Decision Making................................................................3
2.2. Target Market Profile...........................................................................................................4
3. Factors Impacting the Consumer Decision Making Process.......................................................7
3.1. Factors Influencing Consumer Behaviour............................................................................7
4. Conclusion and Recommendations............................................................................................11
4.1. Conclusion..........................................................................................................................11
4.2. Recommendations...............................................................................................................12
References......................................................................................................................................14

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1. Introduction
Consumer behaviour is the study of groups, individuals along with organisational
decisions with consideration to purchase, selection, and use along with goods and services
disposal for satisfying their needs and wants. Consumer behaviour analysis facilitates in
evaluating the ways in which consumers make decisions regarding their decisions and wants
associated with their purchase, use andfoods disposal (Babin & Harris, 2014). The objective of
the report is to analyse the consumer decision making processfollowed in the organisations
through considering the case of KFC Singapore along with analysing the key factors that
influence consumption along with consumer behaviour of the companies’ services or products.
In analysing the same, purchase situation along with target market profile analysis of the
company will also be carried out along with providing suitable recommendations to the company
in positively influencing consumer behaviour towards the company’s offerings. KFC
Corporation operates as a chain of chicken based fast food restaurants based in US and
internationally including Singapore (Kfc Singapore, 2019). The fast food chain has franchised all
its restaurants in the globalmarket and offers products such as sandwiches, burgers, sides, meal
boxes and other deserts. The company has developed plans in expanding its restaurant division
through creating an independent publically traded organisation.
2. Purchase Situation and Target Market Profile
2.1. Product Service and Consumer Decision Making
The most famous product sold by KFC in Singapore is Zinger Chicken Burger that is
freshly beaded and the chicken that is more juicy and crunchy and is made from 100% real
chicken obtained from sustainable sources In Singapore farms. The product specialises in the
market as it is prepared by followingitsoriginalsecretrecipe. This burger is observed to be reseller
in more than 100 nations (East, Wright & Vanhuele, 2013). The type of consumption for this
product is observed to have medium involvement regarding purchasing the product offered by
KFC in Singapore. This food product comes in different sizes and there are two flavour varieties
ad among them one is creativesauce and another is pickleflavour in the burger. The flavour and

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variety offered by KFC in its burger section makes the productattractive for consumers
persuading positive buyingbehaviouramong them.
Medium involvement needs more infuriation along with careful consideration on
purchase by the consumers along with highly complex decision making. Moderate involvement
of consumers has been attained by KFC through services within soothing and comfortable
environment. The lifestyle of the consumers in Singapore that impact their involvement level
with the product offered by KFC is the way company makes use of technology and internet.
Considering same, KFC has developed a well-designed along with well-maintained website in
order to capture the attention and interests of the consumer and for maintaining moderate-high
involvement. From analysing the insolvent level of the consumers in Singapore towards the
“Chicken Zinger Burger” offered by KFC it is gathered that they indicate complex buying
behaviour (Frederiks, Stenner & Hobman, 2015). Consumer buying behaviour in such situations
is characterised by moderate to high levels of consumer involvement in making purchase from
the organisation along with considerable perceived difference among the brands is observed by
them. In order to encourage high involvement among consumers regarding its burger offerings
through continuous improving freshness and flavour of its offerings along with packaging and
other created facilities.
2.2. Target Market Profile
The target market selected for KFC is selected through identification and along with
profiling distinct consumer groups that differs in their needs along with the preferences. KFC
identifies the main consumers in order to decide the specified target consumer of the company in
Singapore. Through selecting most suitable target market, KFC can persuade positive consumer
behaviour through developing better flavours, price along with delivery channels for its offerings
(Yeo, Goh &Rezaei, 2017). Targeting market also ensures high consumer satisfaction and
persuades positive buying behaviour most cost effectively than its competitors in Singapore fast
food industry. Certain important variables that are considered by KFC in targeting consumer
market in Singapore include age, needs of consumers, income group, distance and purchase
prices. In consideration to the criteria, as considered by KFC in targeting consumer market in
Singapore, KFC selects its target market on the geographic, demographic, psychographic and
behavioural basis. KFC initially centred on a single segment by means of Niche marketing

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through offering combo deals but the fast food chain also focuses on other cases that has
increased its target consumer market base.
Geographic Segmentation
This division of the target consumer segment for KFC in Singapore is dependent of
several geographical units in the nation such as states, regions, cities and neighbourhoods. I is
observed that KFC has its geographic market segments internationally and add number of outlets
in several nations. The fast food chain sells its “Chicken Zinger Burger” as per the geographic
areas of its consumers in Singapore and it is measurable. For instance, in Singapore its
geographic target consumer market is wide with having 590 outlets in the nation (Yeo, Goh &
Rezaei, 2017). Geographically, KFC’s outlets are present in several cities of Singapore such as in
Kanpong Glam, Juong Esat, PayaLebar, Tampines, Novena, Tengah and east region in
Singapore. Focussed in the density factor the presence of KFC is mostly observed in the urban
and sub-urban areas of Singapore where there is less climate specificity. KFC has reached this
target consumer market as it is present extensively in the nation and in most of the markets.
Demographic Segmentation
The demographic segment based target consumer market selection by KFC is related with
dividing the market into groups based on age, income, education, family size, occupation,
religion, race along with nationality (Yeo, Goh & Rezaei, 2017). KFC divides its target
consumer market in Singapore considering the demographic factors as indicated below:
 Age 6-65
 Gender Both Males and Females
 Family Size 1-2, 3-4, 5+
 Income $150 and above
 Occupation Not Specific
 Education: Not Specific
 Religion: Not Specific
 Generation: Not Specific
 Nationality: Not Specific
 Family lifecycle: Almost All

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Target consumer market selection by KFC in Singapore based on the ethnic groups is
observed to have an important role, for instance in Singapore KFC has set its target market
focused on ethnic group and has also introduced Halal food for Muslim community residing
within the nation. In this manner the fast food chain has attained increased reach among the
niche target consumer segment (Yeo, Goh & Rezaei, 2017). Under demographic target consumer
selection, KFC focuses on the income bracket of the consumers. Its food items are mostly
focused on selling them to higher income group consumers in Singapore that can spend willingly
on premium priced foods. Although KFC in Singapore do not segregate taste of its food by
gender and are not likely to highlight brand image of its “Chicken Zinger Burger” through
featuring couples in all its Singapore advertisements. KFC Singapore has also segmented the
children group through introducing the “Zinger Junior”.
Psychographic Segmentation
The psychographic segmentation based consumer targeting of KFC in Singapore market
is divided into various groups relied on their lifestyle, personality along with the social class
characteristics. KFC has divided its target consumer market base on the psychographic variables
are indicated below:
 Target market division by social class: Upper class, middle class along with the lower
class consumers in Singapore
 Personality: The personality of the target consumers of KFC in Singapore is observed to
be authoritarians, ambitious and gregarious consumers of Singapore
 Lifestyle: The consumers in Singapore that greatly follow the luxury and influence
culture
It is also considered by KFC that psychographic factors based target consumer market
selection is most important. This is for the reason that in order to attain high involvement among
consumers through getting attracted to eating super quality and unique taste included chicken
burgers, the target consumers are required to a part of a specific lifestyle (Ikasari & Lestari,
2019). This target consumer group of Singapore must be the ones that enjoy the luxury along
with influence associated with the brand. KFC has positioned its chicken burger product

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offerings to be a sign of individual taste. For this reason, the brand is able to create an image
among target consumers in Singapore as leading chicken products offered to consumers.
Behavioural Segmentation
Behavioural segmentation for KFC considers dividing the Singapore consumer market
based on attitude, consumer knowledge along with use or response towards the product.
Considering such aspect, KFC has targeted its market on the basis of quality, price and taste in
Singapore (Ikasari & Lestari, 2019). The different possible target consumer market for KFC in
Singapore based on behavioural segmentation and reaped variables are indicated below:
 Quality conscious
 Taste conscious
 Class conscious
 Combination of quality and price of the offerings based consciousness
3. Factors Impacting the Consumer Decision Making Process
3.1. Factors Influencing Consumer Behaviour
Model of Consumer Behaviour
The consumer behaviour or decision making model for KFC Singapore is indicated in the
figure below that facilitates in analysing the series of steps that a consumer goes through in
selecting the most appropriate product from food varieties offered by KFC and satisfying their
need from its chicken based food products (Giang, 2016).

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Figure 1: Model of Consumer Behaviour
(Source: Harrington, Ottenbacher & Fauser, 2017)
 Problem recognition: This involves consumers of Singapore perceiving a need to
purchase chicken based products. In this case the need is observed to be hunger and the
immediate satisfaction fur consumes if Singapore is to satisfy it through consuming fast
food. Based in this consumer behaviour KFC has mainly target chicken lovers.
 Information search: This involves the consumers of the nation seeking value from the
chicken food product offering. The information regarding the exceptional food features
and rates offered by KFC zinger burgers are attained by the consumers of Singapore
through recalling advertisements on print and online media (Hawkins & Mothersbaugh
2013). The external factors if information search includes publications as consumer
reports published in Singapore.
 Evaluation of alternatives: In this step the consumers of Singapore evaluate values
offered by the food joints that offer similar products like KFC such as chicken burgers.
The consumers focus on comparing the competitor food joins such as Winpy’s and
McDonalds. KFC turns out to be rational choice for consumers that have increased
preferences of burgers. However, attitude choice by consumers can include consumer

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perception that KFC offerings are of high prtce and high quality (Hoyer, Macinnis &
Pieters, 2013).
 Purchase decision: In this step, the consumers look for buying value where they take the
buying decision based in unique value offered by KFC products. The purchase decision
made by consumers in Singapore is based in social, physical and attendant states factors.
Purchase decision making is relied on consumers’ mood along with the amount of cash
they are willing to spend that that point of time.
 Post-purchase behaviour: This factor indicates consumer behaviour after they purchase
the food products from KFC along with analysing the values they receive through
consuming it. There can be positive as well as negative feedback of consumers after
consuming food from KFC (Ikasari & Lestari, 2019).
Internal and External Factors Impacting Consumer Decision Making Process
Behaviour of the consumers in Singapore is influenced by the internal along with the
external factors imposing consumer behaviour towards KFC chicken based offerings. The figure
below indicates the internal and external factors that impact the consumer decision making
process in KFC Singapore.
Figue 2: Internal and Externl Factors Impacting Consumer Behaviour

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(Source: Keng, Kwon, Kuan & Jiuan, 2009)
Internal Influences
 Personal factors: These factors impacting consumer buying behaviour towards the
chicken based products by KFC includes age, income, occupation, personality and
lifestyle. KFC Singapore has its food product offering from all ages from 6 years to 65
years both male and female. The average income of the target consumers is $10,000 that
is below average level in Singapore. The family size of the target consumer of KFC
Singapore including around 2 to 5 people and the fast food chain’s major strength is
focus on the family meal (Ling, Alessandro &Winzar, 2015). Moreover, depending on
the family life cycle in Singapore it is gathered that KFC is suitable for people at every
life cycle, married couple and married couple with children.
 Psychological Factors: These factors include motivation, perception, learning along with
beliefs and attitude. Based on personality it is elucidated that consumers of KFC in
Singapore are open, easy-going and casual and their social class is either low or middle.
Focussed on the lifestyle aspect it is observed that consumers choose KFC in Singapore
as thy lack time to prepare meal by them.
External Influences
 Cultural factors: These factors include culture, sub-culture and the social class existing
in the Singapore market (Murphy & Dweck, 2016). This refers ti the ways people live
their life in Singapore and it is gathered that the consumers of Singapore is highly
focused on food quality and there has been an increase in unhealthy food consumption
habits in the nation.
 Social factors: These factors include family, reference groups along with the role and
statuses of the consumers in Singapore. The family and the reference groups’ residing in
different parts of Singapore belong to low and high income group category. Where high
income group pays high price means high food quality.
Marketing Mix of KFC based on Consumer Behaviour

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Based on the consumer behaviour or decision making factors that have an influence on
high involvement of Singaporean consumers towards the products, marketing mix strategies are
developed by KFC in the nation:
 Pruduct: KFC in Singapore deals with offering chicken products that includes chicken
made with original recipe that is used in preparing burgers that comes in different
flavours and varieties based on the consumer preferences in every region of the nation
(Schiffman, O’Cass, Paladino & Carlson, 2014). These chicken burger product ranges
include mighty zinger, zinger extreme, zinger burger, twister and Col. Chicken burgers.
 Pruce: The menu in KFC Singapore is providing affordable prices and the fast food
chain has implemented innovative strategies in competing with other brands. In keeping
its pricing comparable with the consumers it follows differential pricing technique. The
products are offered focussed high, medium and low income group consumers and the
products are made available as individual or combos. The combos offered by KFC are
less in comparison to individual burgers.
 Place: KFC has considered the relevance of franchising after its establishment that exists
in more than 125 nations with 20500 outlets. It operates as a Western restaurant in
Singapore that has more than 1250 outlets in the nation. The daily average otders in all
the outlets of KFC in Singapore is around 250 and out of them many are fulfilled at the
peak hours (Yeo, Goh & Rezaei, 2017).
 Promotion: KFC advertisements in Singapore are in the form of print as well as online
media and through its website. Print media such as magazines and newspapers features
attractive displays of KFC Zinger Burgers. Moreover, the advertisements of its chicken
burger food products is made in its Websites through tempting displays and promotional
taglines like “Finger Lickin Good” and “So Good” (Yeo, Goh & Rezaei, 2017).
4. Conclusion and Recommendations
4.1. Conclusion
The objective of the report was to analyse the consumer decision making process
followed in the organisations through considering the case of KFC Singapore along with
analysing the key factors that influence consumption along with consumer behaviour of the