Article’s

This research project investigates the consumer behavioral patterns among KFC customers and analyses how KFC’s marketing strategies influence consumer decisions, preferences, and visit patterns. The study was conducted using a primary research method — a structured questionnaire-based survey of 59 respondents, predominantly college students in the 18–25 age group. The research examines key dimensions of consumer behavior including demographic profiles, visit frequency, product preferences, promotional sensitivity, competitive positioning, and social media influence. Quantitative data from the survey was analyzed and interpreted to derive meaningful insights. Key findings reveal that 42.4% of respondents are most influenced by limited time offers, 31% cite taste as the primary decision-making factor, 62.5% of respondents visit KFC six or more times, and social media is the dominant awareness channel for 47.5% of the sample. The Original Recipe is the most preferred at 31%, and 56.4% of consumers visit KFC with friends, positioning KFC strongly as a social dining experience. Based on these findings, the study recommends that KFC continue to invest in digital and social media marketing, strengthen its combo and value-for-money propositions, and expand vegetarian offerings to capture a broader consumer base. Keywords: Consumer Behavior, KFC, Marketing Strategies, Fast Food, Brand Preference, Promotional Influence, Social Media Marketing, Product Preference.