An Analysis Of Fast Food Brands Marketing Essay

Published Date: 23 Mar 2015

In today's society, the fast food industry are considered as the fastest growing and expanding businesses in this world if comparing it with other industries. For your information, there have 8 out of 10 people would likes to consume and having the fast food in United Stated for some common reasons, such as more convenient and safe time.

Additionally, fast food also known as the given of foods that can be prepared and served very quickly. While the meal with low preparations time can be considered as fast food. Typically, the term refers to food sold in a restaurant or store with preheated or precooked ingredients, and it normally served to customer in a packaged form for take-out or take-away. Furthermore, the fast foods could be selling in an outlet and that outlet could be stands or kiosks, which may provide no shelter or seating. Fast food in franchise operating system is become a part of restaurant chains that have standardized foodstuffs shipped to each restaurant from central locations, and it is transforms to restaurant mode, example such as KFC and Mc Donald, they will provided chairs, table and WIFI to customers to let them dine in.

Brand is a name in every consumer's mind (Mooij, 1998) and it is characterized by a noticeable name or symbol which can differentiate the goods and services from the rivals' (Keller, 1998). Brand is also the combination of name, symbol and design. The brands with high awareness have a high level of acceptability and customers do not refuse to buy such brands as they enjoy the brand performance. Some brands commend high level of brand loyalty. Brands also have a symbolic value which helps the people to choose the best product according to their need and satisfaction. Usually people do not buy certain brands just for design and requirement, but also in an attempt to enhance their self esteem in the society (Leslie and Malcolm, 1992). From the consumers' perspective, brand is a guarantor of reliability and quality in consumer products (Roman et al., 2005).

2.0 Research Problem

How does brand equity help firm to gain market share?

How does brand loyalty influence their purchasing behaviour?

How does brand awareness influence affect acceptability of product?

How does brand association affect acceptability of product?

How does consumer perceived quality affect consumer behaviour?

How does brand performance affect acceptability of product?

3.0 Research Objectives

To investigate how does brand loyalty achieve in fast food industry.

To observe how does brand awareness related to purchasing behaviour.

To study how does brand association boots up the acceptability of the company.

To determine how perceived quality help KFC penetrate market.

To find out the brand performance of KFC in Consumer mind.

4.0 Literature review

4.1 Fast Food

The concept of "fast food" is formed when everyone is demanded everything with a fast speed. For example, fast communication, fast delivery, fast photos shooting, fast internet speed and fast services. Normally fast food is the type of meal that is often pre-prepared and served quickly. Unlike the traditional western food that needed to serve from appetizers to the first course then to the second or main course then the side dishes and final end with the dessert. It is very time consuming to have a traditional meal at the restaurant so fast food has broken this traditional to fulfil the needs of the era. The cause of fast food industry has rapidly growth is due on the fact of people don't want to cook at home as often as before because of the rapid pace of the modern life and the competitive in the social and working environment (Wordiq.com). This is because when people consuming outsides food, it saves a lot of time as they no need to clean up the dishes after the meal especially when they consuming fast foods. As it is convenience and less time consuming, fast food has become popular and commercially successful especially in town area.

Although fast food are high demand in the era, but not all fast food restaurant are accept by the consumer so firm built up their product acceptability by creating brand equity of the product. A research done by Stanford University School of Medicine and Johns Hopkins School of Public Health on preschool children by asking them to taste identical foods which packaged with McDonald's logo and matched with unbranded packaging, and to point out if they tasted it is same or if one of it are tasted better. McDonald's was chosen as it is the largest fast food advertiser in the US, and one with which most US children would be familiar. The results found that children stated a preference for the McDonald's-branded food and drink over the unbranded food and drink, even though the unbranded items were the same. The results also showed a strong preference for food and drink that displayed the McDonald's brand, regardless of whether or not the food or drink was actually marketed by McDonald's: in this case, the children reported that even carrots and plain milk, which are not sold by McDonald's, tasted better if they thought they were from McDonald's.

4.2 Purchasing behaviour

Purchasing behaviour is also known as 'consumer behaviour'. It is defined as "The process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants" (Businessdictionary.com). It is the way of consumer behaves during the period of purchasing or consuming a goods or services. There are 6 stages in the purchasing process. There are problem recognition, information search, evaluation of alternatives, purchase decision, actually purchase and post-purchase evaluation. There are four types of purchasing behaviour.

First of all is the habitual decision making, it is a purchase decision which has a very low involvement in information search or comparing. Normally, these consumers will purchase the product without second thought because these products have become one of their habits. It has a very limited evaluation in the post purchase section. The second type is limited decision making which has a middle involvement in between habitual and extended decision making, which mean the purchase involvement is lower than the extended decision making but it is higher than the habitual decision making. Consumer will compare the alternatives product and also other competing brands during their purchasing procedure.

The third type is extended decision making, it normally involved a lots of research and comparison during purchasing process. Besides that, it normally are luxury or high expenses product so consumer need to do more research and comparison to avoid unexpected lost. The last type is impulse buying; it is the purchasing stage that without planned and consumer just purchase without any thought. Basically, purchasing behaviour is used to investigate the reconsideration that consumers had during purchasing the goods or services.

As mentioned by Schiffman and Kanuk (2000), "…consumer behaviour is about how people make their decisions on personal or household products with the use of their available resources such as time, money and effort…" Gabbott and Hogg (1998) and Blackwell et al. (2006) further provide a holistic view that defines "…consumer behaviour as the activities and the processes in which individuals or groups choose, buy, use or dispose the products, services, ideas or experiences..."

Complex behaviour can be defined when consumers are highly involved for making a purchase decision. Complex buying behaviour calls for high level of involvement on the part of the consumer. In case of high involvement, consumers distinguish salient differences among the competing brands. Consumers' are highly involved in case of expensive and highly self expressive products. The consumer engages in extensive information to search and to learn about product category so as to be able a good purchase decision. For example, when a consumer decides to buy a car, he seeks information about the available brands and compares his collected information about each brand and finally makes up his mind (Kotler, 2007). Comparing with our findings, purchasing behaviour this theory has been applied into it. Purchasing behaviour can let us clearly know that how does consumers behave when they purchase the KFC's product and service.

4.3 Brand equity

Brand Equity is defined as "a set of assets that's linked to a brand's name and symbol which help add to or subtract from the value provided by a goods or services to the firms and their consumers" (Aaker, 1991, p.15). According to Kapfrer, he point out that brand equity gave value to firms by increasing the effectiveness of their marketing plans. The components of brand equity allow a firm to develop a competitive advantage over other players. Ultimately that leads to higher price earnings ratios and enhanced shareholder value, achieved because of the brand loyalty of customers. (Kapfrer, 2001)

Brand equity is a wide concept which can be further subdivided into five major categories; brand loyalty, brand awareness, brand performance, perceived quality and brand associations (Keller, 1998).

In other explanation, brand equity is a brand power that derived from the goodwill and name recognition that it has earned over time, which translates into higher sales volume and higher profit margins against competing brands. In other hands, brand equity has positive and negative effects that could influence and affect the consumer behaviour while they purchasing the product or a company. The positive effect is the customers willing to pay more no matter how expensive the product is. Negative effect is when the discount is needed to persuade customers to purchase the brand over, the generic product because of catastrophe and unfortunate events that the brands is facing.

4.3.1 Brand Awareness

Brand awareness is defined as "a measurement of how readily members of a target audience remember a commercial brand, what it is about, and their level of trust in the brand; the proportion of target customers that recall a brand" (dictionary.reference.com). Beside that it is measured as ratio of the market positions that formed from the past knowledge of brand. Brand awareness includes both brand recognition as well as brand recall.

Brand is a vital crucial tool in the consumer decision making process. Generally, brand can be say as the tools that companies use to find out customer's decision making process and identify the conditions, which customer apply while making decision (Cravens and piercy, 2003) Furthermore, marketers are highly concerning to know how brand names influence the customer purchasing decision. If the consumer had heard about the brand name before, the consumer would feel more comfortable at the time of making decision. Consumer normally do not prefer to buy an unknown product or the brand name that they never heard before, especially if it an expensive product such as motor car, plasma TV, refrigerator apartment and so on. Therefore, companies strong brand name is a winning track as customers choose their brand over unknown brands.

According to Keller, brand awareness defines as "the first and prerequisite dimension of the entire brand knowledge system in consumers' minds, reflecting their ability to identify the brand under different conditions: the probability that a brand name will come in their mind and the ease with which it does so". Brand awareness is fundamental of consumer decision-making as it is important that consumers recall the brand in the context of a given specific product category, awareness increasing the probability that the brand will be a member of the consideration set.

Pappu point out that consumers' brand awareness are high when they have strong associations toward the brand and when they perceived the quality of the brand to be high and vice a versa. According to Aaker (1991) while brand awareness builds the familiarity liking sight and is a signal of substance/commitment, perceived quality acts as a differentiation tools.

4.3.2 Brand loyalty

Brand loyalty defined as the extent of the faithfulness of consumers to a particular brand, expressed through their repeat purchases, irrespective of the marketing pressure generated by the competing brands (businessdictionary.com). Brand loyalty determined on the consumer purchasing behaviour on particular brand; they believe that the brand offers them an enjoyable features, images, or standard of quality at the right price. This perception will formed a new buying habit; initially consumer will purchase a brand for trial after this brand has satisfied them, and they will repeat purchasing the product of this certain brand. Brand loyalty represents an encouraging approach towards a brand resulting in regular purchase of the brand over time.

According to Riechheld and Sasser, a true brand loyalty exists when consumer have a high relative attitude toward the brand exhibited through repurchase behaviour. This kind of loyalty is the greatest asset of firm, because their consumers are willing to pay higher price, may cost less to serve and can bring new customer to the firm. The brand loyal consumer does not attempt any kind of attribute evaluation but simply chooses the familiar brand on the basis of some overall positive feelings towards it. This overall positive evaluation stems from past experience with the particular brand under consideration.

In other hand, brand loyalty does not mean repeat purchasing on particular product. Normally, consumer will misunderstand brand loyalty is considered as repeat purchasing, but in fact, that is not necessary. This is because some of the consumers they will purchase those particular product due to it is lack of alternative and substitution. For example, TM net is the only fixed line broadband provider that existed in Malaysia, consumer can only keep dealing with them but it doesn't means that consumers are satisfied with TM net performance, and the truth is there is no other providers; we called as lack of alternative.

4.3.4 Brand Association

Brand association is defined as "the specific linkage between the memory and brand" (Aaker, 1991). Keller explained that the equity of a brand is widely supported by consumers' associations toward the brand, which contribute to a specific brand image. Different brand has different kind of associations and all of these associations are influences the consumer purchasing decision and might transform into a kind of loyalty toward the brand (Aaker, 1991). In addition, Keller has pointed out that, brand association can used to trigger the customer to recall their past experiences, making customer remember the brand by heart and help the brand to set them self as an unbeatable brand.

Brand association is also defined as "The extent to which a particular product or service is identified within its product or service category" (business.yourdictionary.com). For example, people will think of Coca-Cola when they wanted for carbohydrate drinks. It is the way that consumers will think of a particular brand when they are wanted a particular product because it will linked with each other easily. Besides that, the brand's name is usually mentioned first, instead of the general name of the product. For example, most consumers will mention Panadol instead of the medicine's scientifically names which recognized as Paracetamol. Because of Panadol has successfully positioned itself in the consumers' mind. In fact that most of consumers are not even aware it has a scientific name of the medicine because the society has too often use Panadol to replace Paracetamol.

4.3.5 Perceived Quality

Perceived quality is one of the most important component in brand equity, it is defined as "the consumers' perception of the overall quality or superiority of a product or service" (Yasin, 2007). It also influences brand integration and exclusion to consideration set before final selection. From the perceptive of business firm, perceived quality provides the opportunity for them to set their product at a premium price. This action raises the profit and gives a resource to reinvest into the brand. Perceived quality will enable a strong brand to extend further and will get a greater success possibility than a weak brand (Aaker, 1991).

In another explanation, perceived quality is consumers' product evaluation. According to Yang and Wang's study suggests that perceived quality positively effects consumers' loyalty intention. Fournier stated that if the product has a poor quality, consumers won't for the brand and also won't have any relationship with the brand. So the perceived quality play an important role to gain brand loyalty and make consumer fall in love with the brand.

4.3.6 Brand Performance

Brand performance relates to the ways in which the product or service attempts to meet customers' functional needs. It refers to the intrinsic properties of the brand in terms of inherent product or service traits. It transcends the products and features and encompass aspects of the brand that argument these characteristics. Any of these different performance dimensions can serve as a means by which the brand is differentiated. There are five important types of attributes and benefits that often underlie brand performance: primary ingredients and supplementary features, product reliability and durability, service effectiveness, efficiency and empathy, style and design, and price. (Keller, 2004)

5.0 Sampling

According to a research done by University Malaysia Sarawak, the populations of Kuching Sarawak are 435,000. So it is impossible to finish a survey to the entire population of Kuching due to time and money limitation. Therefore, we used a sampling method to done this survey because it enables us to reduce the amount of data by considering only data from a sub-group. This method allows us to evaluate and get the results within a short period of time. We have used simple random sampling as a probability sampling technique. The students, staffs and personnel in SEGi College Sarawak are chosen to be the elements in this project. This sample is appropriate because SEGi College Sarawak involves students and adults which represent the attitude of the people in Kuching.

6.0 Methodology

We took this project on investigate whether the theory of brand equity creates a positive influence to the consumer repeat purchase behaviour. The hypothesis and theories of the brand equity such as developed, namely, brand loyalty, brand awareness, brand association and perceived quality are going to be tested in order to confirm that these theories are indeed correct and without any unfairness in the city of Kuching. This is to show that Kuching's citizen are also have the same attitude as other nations such as India and America where people are consuming more fast food in this modern era. The research team is using KFC (Kentucky Fried Chicken), as an example of fast food restaurant.

6.1 Research Methodology

This includes primary research, the secondary research and data analysis.

6.1.1 Primary research

The team chooses the Postal questionnaire method with the amount of 60 questionnaires which divided into two sets and delivered to people in SEGi College Sarawak in two different period of time. In each set of questionnaire, there are 20 questions; 18 of it are related to the brand equity help or affect the fast food industry (KFC) and 2 of the question are the recommendation toward KFC.

The respondents are required to read through and answer the questions by themselves without any help of our research members because it might influence the decision making of the respondents if research members assist them. People of all age groups are allowed to fill up these questionnaires. The answers will later be collected and evaluated by the research team in order to gain the results and the attitude of the consumers. However, we manage to get average 29 respondents for the both sets because of some respondents don't know about KFC.

The total response rate is calculated by taking the total number of responses divided by the total number in the sample after ineligible respondents have been excluded. Therefore, the total response rate in this research: [(30-1) / 30] x 100% = 96.7%

The active response rate is calculated by taking the total number of responses divided by the total number in the sample after ineligible and unreachable respondents have been excluded. Therefore, the active response rate in this research: [29 / (30-1)] =100%.

6.1.2 Secondary research

The research done by Brettel and Spilker-Attig (2010) studied that the consumer behaviour depends very much on how well the brand adapts to their culture. The adaptation of the brand into another culture includes the appropriation of advertisements, the symbols, colour and even the product of the brand. For example, KFC's outlets in Malaysia are not allowed to sell Non-Halal Product and McDonald provides vegetarian burger to fulfil the needs in India because of religious issues. Customers in these countries will not purchase these products which violate their culture such as their religion and norms.

6.1.3 Data analysis

The research team uses Microsoft Excel to do the quantitative analysis such as the central tendency and dispersion using the answers in the questionnaire. The different charts on the next few pages are analyzed to determine the relationship between the variables. The research team has divide these 18 questions into 6 major part that influence and affected the consumer by brand equity. Which are categories as consumer purchasing behaviour, brand awareness, brand performance, brand loyalty, brand association and perceive quality.

7.0 Finding Analysis

7.1 Brand Awareness

Question 1 states the numbers of respondents which have heard of KFC. The column chart shows that 29 respondents had heard of KFC before and one of them never heard KFC before in the both sets of questionnaire.

This question is related to the "brand awareness" this theory. According to dictionary.reference.com, brand awareness is "…a measurement of how readily members of a target audience remember a commercial brand, what it is about, and their level of trust in the brand; the proportion of target customers that recall a brand…" This question above is asking the consumer do they heard about the KFC before. The result is shows that most of the consumer they heard KFC this brand name, and there is one person who didn't heard KFC before. So regarding this finding, the brand awareness of the KFC is fully known by most of the market share.

Question 2 stated the numbers of respondents that had consume KFC before. Based on the column chart, there are 29 respondents have consumed KFC before and one of them never consume before.

This question also related to the "brand awareness". As the dictionary.reference.com mentioned, "...brand awareness is the proportion of target customers that recall a brand…"

For question two, this is the question that asking the consumer whether they did consume or dine in at KFC or not, the result shows that mostly the consumer will consume the KFC as they know the brand name before. So this question is regarding to the brand awareness. The result above shows that there have 29 of the respondents had consumed KFC and one person of them never consumes before. That open person who never consume before is the result of the failure of brand awareness.

The column chart shows the ways of respondents know about KFC. Based on the set 1 graph, the most common way is through Advertisement. There are 13 of 29 active respondents know KFC through Advertisement because KFC has did well on advertise their brand through every media. We analyse that this question is regarding to the brand awareness this theory. According to Keller, "…brand awareness defines as "the first and prerequisite dimension of the entire brand knowledge system in consumers' minds, reflecting their ability to identify the brand under different conditions: the probability that a brand name will come in their mind and the ease with which it does so…"

For this question, we analyze that this question is related to the brand awareness because it is regard to the brand awareness theory that illustrated by the Keller. As the chart above, mostly the consumer knows the KFC from the advertisement and family. These two are occupy the majority from the others. As Keller mentioned, consumer had their ability to identify the brand under different condition, the result above is prove this statement is true. No matter through what condition or where the information delivering from, consumer will always has the ability to identify the brand.

7.2 Purchasing Behaviour

The charts above show that the time period of respondents usually purchasing KFC. Based on the chart, most of the respondents go to KFC during their lunch hour in Set 1 questionnaire. This may due to most of the respondents are student so they consume KFC's product during their lunch break. In set 2 questionnaire, respondents consume during dinner hour are higher that set 1. This is because, our set 2 respondents has 33% of working adult age's group and most of the time they will need to do overtime job so they will choose this time period to consume KFC.

As the result above, KFC knows most of the consumer their purchasing behaviour. The result shows that most of the consumer more likely to consume during the lunch and dinner and most importantly is they are more prefer to choose dine in. Through purchasing behaviour, KFC can think some plan or strategy that can improve them such as what is their weaknesses? Why no consumer wants to consume our product as breakfast? And so on.

This question is related to purchasing behaviour. As businessdictionary.com stated, purchasing behaviour is "…The process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants…"

Based on this theory, it did mention that this theory is the process of the select, purchase, use of the goods and services, so for this question, it is asking the consumer when they usually consume the KFC, so this theory is closely related to this question. From the chart above, most of the consumer they consumed KFC during the lunch and dinner, the figure for lunch is 14 for set one and dinner is 12 for set two. The followed time that consumer consuming KFC is during the supper, for set one is 6 and set two is 10.

The column chart shows that the respondent's method of order. Based on the column chart, most of the respondents are dine in KFC's restaurants. It is because the foods taste good when dines in the restaurant compared to take away. Beside that some respondents prefer the method of take away because due seats problem in the restaurant and because some thinks that having it at home is more comfortable then dine in the restaurants.

Based on the purchasing behaviour theory that mentioned Gabbott and Hogg (1998) and Blackwell et al. (2006) "…consumer behaviour as the activities and the processes in which individuals or groups choose, buy, use or dispose the products, services, ideas or experiences..." In this questionnaire, question 6 is asking the consumer how do they purchased or consume the KFC product. This is the questions that test the purchasing behaviour of the consumers, regarding on how they purchase a particular brand's products or services. Based on the graph, no matter consumer choosing what methods of ordering the meals, this is called as the process in which individual choose to buy and use, and this is mentioned by Gabbott and Hogg (1998).

7.3 Brand Performance

Question 7 stated the numbers of respondents know KFC have a website. Based on the cone charts above, the set one's respondents know KFC has their official website, this might due to most of our respondents are students that's internet surfing daily. In set 2, most of the respondents don't know that KFC have their own official website.

Question 8 determined the numbers of respondents who had visited KFC's website. Based on the cone chart above, most of the respondents do not visit KFC website. This may due to most of the respondent are teenagers so they mostly will only access to their social network sites and less concerned on these webpage.

Question 9 shows the response of respondents about the user friendly of KFC website. Based on the cone chart above, most of the respondents respond that they have no idea due to the user friendly of the webpage. This is because most of the user didn't access into the webpage that had resulted in question 8.

Question 10 shows the respond of respondents towards either the website help them to get the information they wanted about KFC. Based on the diagram above, most of the respondents respond that the website help them to get the information that want. For example: the information of the promotion meal and so on. Besides that there are few respondents didn't answer this question because of they didn't access to the webpage for seeking information so they can't answer whether they can gain information from the webpage or not.

According to Keller (2004), there are five important types of attributes and benefits that often underlie brand performance: primary ingredients and supplementary features, product reliability and durability, service effectiveness, efficiency and empathy, style and design, and price.

For question 7, 8, 9 and 10, it is the questions that used for testing the consumer whether they realize the website that provided by the KFC or not. According to the theory above, website can be say as one of the service effectiveness. Website is the service that attempts to meet the consumer's functional needs. Unfortunately, most of the responses from the respondents are shown negative. Most of the respondents they don't actually know the KFC providing the service like official website, and most of them even they knows the website given a lot of useful information, but they don't really access that website. So the question like do consumer think KFC's website is user friendly, the answer "no idea" occupy the majority of the responses from the respondents.

7.4 Peceived Quality

The diagrams above shows the reasons of respondents chose KFC. Based on the diagrams, we found out that most of the respondents choose KFC because of it providing a good product. The perceived quality of KFC is their product. According to Aaker, perceived quality provides the opportunity for them to set their product at a premium price. Perceived Quality make consumer willing to pay for the brand no matter how expensive is the product. It seems to be correct from the result below.

Charts above determine the prices of KFC's product are considered expensive or not in respondents' mind. From the column charts above, the result for both set's respondents are quite similar so it conclude with the answer of neutral. This shown that the statement that point out by Aaker are right, because from the chart there are over half of the respondents think the price of KFC's product are not expensive. Mostly because of KFC has a good product quality that's perceived by most of the respondents.

The charts below are some bad comment towards the product quality and service quality which fall into the categories of perceived quality.

From the charts above, question 13 is determines about KFC should improve in their service quality. From this question, we found out that most of the respondent doesn't satisfy with the service of KFC so most of them are strongly agree that KFC should improve their service quality. Question 16 is determines about the product that sell in KFC must be exactly the same as advertised in the advertisement. From this question, we found out that, although the KFC's product has their own perceived value, but the actual product must be exactly the same as they had advertised because most of respondents in this survey are aware of KFC from the advertisement. Because of these two issues that KFC didn't manage well, so the result of Question 14 or the perceived qualities of the brand are just neutral. This is because perceived quality is the consumer's perception of the overall quality or superiority of the product or service (Aaker, 1991). When there value of consumer received doesn't reach what they had given, they will feel unsure about the brand performance and the satisfaction that the brand can bring as the result at question 14. Because Aaker said that price is more relevant in judging the perceived quality of a product that person lacks the ability to evaluate quality of a product.

7.5Brand Association

Question 15

The chart above is an experiment on the brand associate of fast food restaurant in respondent mind set. Based on the pie chart above, the fast food restaurant that respondents most like is Mc Donald and follow up by KFC. The reason of Mc Donald are so popular in respondent's mind which because of Mc Donald has a high brand association in among of the respondents which greater the brand positioning. Which Keller has pointed out that, brand association can used to trigger the customer to recall their past experiences, making customer remember the brand by heart. It means when people were thinking of fast food restaurant they will think of Mc Donald.

Brand Loyalty

Question 17 determines on how often respondents repurchases KFC. From the diagram above, it seem that the repurchase habit of respondents are low toward KFC product. Because Riechheld and Sasser explained that a true brand loyalty exists when consumer have a high relative attitude toward the brand exhibited through repurchase behaviour. This might due to other competitor has built a well strong brand loyalty in the respondent's mind which result in question 15 that's Mc Donald is the first choice to dine in among the respondents.

Question 19 determined the respond of "Jom Jimat" good value meal of KFC and question 20 is the result of the respond on following KFC's official page in Facebook. These two questions are also used to test the brand loyalty from respondents toward KFC, and it seems the brand loyalty is very low. This is because most of the respondent never heard before these two issue, as Aaker said; when brand loyalty occur consumer will keep repeat purchasing the brand's product and keep aware the latest product and trend of the brand. In this case, KFC has failed to gain brand loyalty from our surveyed respondents.

Recommendation

From the charts above shows some element that related brand association value of KFC, question 11 determine that KFC should provide Drive-Through Service, and question 12 determine that KFC should provide separate ice-cream counter. From the result, we can found out that most of the respondents are agree that KFC should provide these two services.

Based on the result above; if KFC provide the drive-through services, it can ease the consumer who always takes away the food that they consume. Drive-through can save a lot of time for the consumer who wants to take away. But the condition of start-up drive-through is the place that builds drive-through must not the place that always having the traffic jam problem.

Next, is the products must be same as show in the advertisement. Most of the consumer they more prefer to consume the product exactly same as what they see in the advertisement. Sometimes, when the product is not same as the advertisement, consumer will felt disappointed to the brand and they might spread out the information what they got to the other friends. Besides that, if the products are not exactly same as in advertisement, this will affect the confidents of the consumer to the brands.

Apart from drive through and separate ice cream counter, KFC also can do more advertise on its official website. Since the result shows that there only have a number of the respondents they access the website before, so KFC should do more advertise on this section. In this modern era, everything is requiring fast and rapid. Besides that, if KFC successfully make the consumer aware their website, they might save costs. This is they no need advertise through newspaper, TV or something else, they only have to deliver the information about their own product on the website, and it indirectly can save a lot of costs since KFC is franchising company, they need to advertise at whole country in this world, it is a huge amount, so through online or website, they can be more successful.

Based on the finding result, all of us know that the improvement of the service quality is a crucial key for the semi-service industry just like KFC to satisfy their own market share. The result of the research shows that respondents they are more expecting the improvement of the quality of service. Respondents they might be experienced the service of the staff that couldn't satisfied and might offence them. So consumer they often thinking they spend money to buy the meals, they should deserve a good and best service by the staff or the company. So KFC should always evaluate the quality of service by their own staff and keep on establish the plan that could be help the improvement of the service and can let the consumer satisfied with their services and not only their product.

Lastly, due to some issue that faced by the KFC, they should be able to use an ethical management strategy that will uplift the image of the company, in this regard; the company may use societal marketing strategy. Societal marketing is that branch of marketing concerned both with the uses of marketing knowledge, concepts, and techniques to enhance social ends as well as with the social consequences of marketing policies, decisions, and actions. The purview of social marketing is, therefore, broader than that of managerial marketing; it refers to the study of markets and marketing activities within a total social system. Societal marketing emerged because of the convolution of several factors and forces in the marketing environment. These include affluence, technology, communications media, better informed citizens, increased educational opportunities, and social value changes. The latter can be considered as one of the most powerful single influences.