CSEC Economics
SBA
Title of Project
A comparative study of the demand for KFC and Japs at a particular high school between the
period September 5 and 26, 201 1
Comments
The Title
The title of the project was clearly stated. It was a micro-economic topic and was appropriate
for this level. The full two marks were awarded.
Puiose of the Project
Three objectives were adequate although seven were listed.
awarded.
The full three marks were
Collection of Data
Five sources of data collection were used. The full three marks were awarded.
Presentation of Data
A combination of tables, graphs, charts and diagrams were used. ll were accurately named
and labelled. The full seven marks were awarded.
retationandApalsis
An excellent analysis of data using relevant economic theory was done. The full ten marks
were awarded.
Findings
Seven findings relating to the objectives were presented. The full six marks were awarded.
Recommendations
The seven recommendations listed were based on the findings and were linked to the stated
objectives. The full four marks were awarded.
Communication of Information
Excellent use of language and reporting skills were evident throughout the report. The full
five marks were awarded.
This SBA scored the maximum forty (40) marks.
Economics School-Based Assessment 2010-2011
Name:
Subject: Economics
Teacher:
Title: “A comparative study of the demand for KFC
and Japs at
Higi School
th
between the period September 5
2011 to
th
September 26
201 1”
TABLE OF CONTENTS
PAGE
TITLE
Iiitrc:,cjiictjon
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AimsandObjectives
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Methods of Investigation
Pz.esentat.ion of Data
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Anaiysis and Interpretation of Data...
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F’indingsandObservations..............
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Recorrir,iencIations
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Concli.ision
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Bibliogzaphy
Appendices
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25
26—30
2
INTRODUCTION
With the increasing desire to satisfy one’s appetite, spend less time cooking and more time
accomplishing tasks and enjoying friends and family, the fast food industry is dynamic,
quick and ever-growing Fried chicken and chips, sandwiches, breakfast. lunch or dinner,
cultural foods or even light snacks can be bought and consumed in under 10 or even 5
minutes. in a world where people eat firstly with their eyes, there is a food shop for
evervone Thus, I have decided to investigate the Fried Chicken industry with reference
specifically to Japs and KFC.
I would like to thank everyone who would have contributed to the completion of this
School-Based Assessment:
God firstly for the opportunity to do such a project
My teacher for her constant advice and willing guiding hand
My fellow group member for working on the SBA. with me
All those who answered the questionnaires distributed
My family for helping and supporting me during the execution of this project.
.:tivesofresearch
The aims of this investigation are:
—*
*
+
-÷
—*
I, To establish the type of relationship there is between price and quantity
demanded for fried chicken at KFC and Japs
2. To determine if the demand for fried chicken at KFC and Japs is normal or
perverse
3. To examine the principal factors affecting the demand of KFC or Japs
4. To examine the joint demand of fried chicken and its complements
5. To examine the price elasticity of demand of fried chicken at KFC and Japs
6. To briefly examine the market structure for fried chicken in Trinidad and Tobago
7. To briefly examine the market conditions affecting the supply of fried chicken at
KFC and Japs
4
+ Met4: The SBA was conducted on the compound of St. Augustine
Girls’ High School
jSrces:
1, gnnajre. One hundred and twenty questionnaires were shared out to students of
the S.A.G.H.S. body. This was geared towards gaining demand information and trends for
fried chicken and its complements at KFC and Japs outlets.
2. InteJçjps. Managers of KFC and Japs outlets in St. Helena were interviewed to obtain
supply information such as the factors affecting supply and methods used to attract
customers.
çda
Sources:
.1. Textbooks, Economics textbooks were used to have
Demand and Supply
a clear understanding of the Laws of
2. Internet. The websites listed in the bibliography were used to further clarir economic
concepts to enhance the schooIbased assessment
3. Jpcaifews ciers. These were used to obtain fried chicken advertisements as evidence of
the methods used to persuade customers to buy from KFC or Japs
Data
Question I CAll students ate fried chicken at least once per ear. More than half of the
students surveyed ate fried chicken monthly.
----
---
Weekly
Monthly
Yearly
47
67
4
4 of Students and how often they eat fried chicken
80
67
60
50
40
# of Students and how often
they eat fried chicken
30
10
4
2
0
Weekly
Monthly
Vearly
Question 2Of the 20 students, 4323% said that they would buy 2 pieces at $1 L00 eec
piece.
—-
2pieces
Jk(CS
—
eces
eces
[jp.iees
8
# of Students and how much pieces of chicken bought
at $11.00/piece
50
.—--
52
50
40
33
....1
20
# of Students and how much
pieces of chicken bought at
$110O/piece
,.
8
I
0 pieces
I piece
2peces
I
I
pieces 4 pieces 5 pieces 7 pieces 10 pieces
Question 3. 5 1% of the students agreed that they would buy the same amount of fried
chicken even though there was a small increase in price.
ithiin
bflOOto3.OO
Number of students who would:
Buy less fried chicken
Suy more fried chicken
Buy the same amount
ab
H
If
1 61
U of students and how much fried chicken they
would buy
5 Buy less
61
fried chicken
a Buy more fried chicken
Buy same amount
Question 4. With a price increase of $200 to $100, the mrjority said that they would
buy 2 pieces of fried. chicken at $1100/piece and 1 piece at $1400/jiece.
At $1100 pernieee:At At400 per piece:
.
....
.
.
0
1
2
# of students
13
25
50
4
[••3
#Of pieces
fIen
1
.
LQ_ 2il_J
1
2
3
4
5
_______J L____
43
36
10
4
f
2
How much fried chicken students would buy at specific prices
60
50
50
40
30
hi At $1100/piece
At $14M0/pece
20
10
.
0
0 pieces
1 pie.ce
2 pieces
9
Question
&60% of the students preferred KFC while 40% preferred Japs.
whorefer:
Japs
8
KFc
72
# of students and preferred choice of fried
chicken
:41laps
21 KFc
10
1
:0
I 1111
0
I
1r—t—-’,•
Ut
.
9
0
0
a...
IxI
aO.
It-I
iizzz:z:zz.:zz::::
I
I
117!EL1!. I1
I
.4
z
Fl
I!
I
t
t
.1
Question 7Of all the fActors considered in the previous question, Taste was as the most
important factor affecting choice.
Number of students ran
each_astheostimpfttactofgffeetinclo1ce
:t
Taste
€7
Advertising
1
Location
10
Number of outlets
2
Special offers/discounts
2
Complements
21
4 of students ranking each fact as most important
21
Question 8. The majority of students surveyed, 80%, said that even though price
increases, they would rem in loyal to their choice of source for fried, chicken,
.
j#of students who continue buying .from preferred source
switch
source
Loyalty to source
s # of students who continue buying
from their preferred source
# of students who switch source
Question 9J)2% of students said that their purchase of fried chicken also encourages
them to buy complementary goods.
Option
# of students
Encouraged to buy
IO
lcm.cntary
goods
çhPEP
Not encouraged to bu..t
10
ccmpjgmentary oods
U of students and complementary goods
a # encouraged to buy
complements
4 not encouraged to but
corn p1 emen ts
Question 10. 63% or 76 students said that they prefer to buy complementary goods
from KFC.
—-
aps
!KFC
76
Preference of source for complementary
goods
4
laps
KFC
a.’
I-’
.t
—.
at
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M
ptJ
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bZWCflGOWOOt%)Ø
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pg
C)
I:
Question 12. Most students (67 students or 59%) said that they won’t buy more fried
chicken if in. ore complements were available.
Buy more fried chicken’
‘tes
T#
of stud nts
-
j3
zzzzzzzzzzzi
Effect of Complementary goods
on fried
chicken
A U of students buying
more
students not
buying mare
Question 13. Of the varied response in this question, most students suegested that
less/fresh oil he used to fr’ chicken.
a____
eiin’i’
tlLhht
C can the ch cken better
Season the chicken better
Semove excess fat from chicken
(ik chicken beter
18
P
20
2
SUPPLY INFORMATION
Response of interview conducted in St. Helena at KFC and Japs outlet
1, What methods do you employ to attract customers?
KFC
Advertisements
Spedal combos
p_cL__s
Promotkns
Other
2.
Japs
X
V
V
V
x
V
X
What factors affect your supply of fried chicken?
::-_
Quality of Chicken
Cost of Production
Puce of Substitutes
Puce of Complements
Use of technology
V
V
V
V
V
V
V
Analysis and Interpretation of Data
120 questionnaires were given to students from all forms in the S.AGHS. community. Twc
interviews were conducted with the managers of KFC and Japs outlets in St. Helena,
In Trinidad, fried chicken falls under the fast food industry and this industry is one of a
monopolistic market structure. Thus, there are many firms (eg. KFC, Japs, Royal Castle,
Popeye’s and Mac Donald’s) product differentiation and many buyers. As such, there are
good competition levels which ideally lead to customer satisfaction and welfare. The
Monopolistic nature of the industry is also shown by customer and brand loyalty. 80% of
the students surve ed said that even though price increases, they would continue buying
from their original choice for fried chicken.
Of the 120 students, 2, 47, 67 and 4 students eat fried chicken Daily, Weekly, Monthly and
Yearly respectively. This difference in consumption rate may be due to health purposes,
addiction or personal preference
\
N
N
S
IN
c
0
‘4.
..————
a,
a
\\
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S
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a,
j
1
0
o
03. iz
a c(Q-cQd
L-
€d
cN
—
t
£
U
S P’ce
de,,,dpd a
.
.Qj
/ .r/3
Figure 1: Price increase of frted chicken from
Si L00/ piece to S 1300/piece (demand for 2
P E ij
‘ZzzZEZIE
pieces)
2
Quantity
Figure2: Price increase of fried chicken from
SI LOU/piece to 31400/piece (demand for 2. pieces)
P E D
nOt p 1
i6
4
021
a ‘ide 1
=
32
S Przce
22
Quantity
2
-L21
19
43.4% of the students showed willingness to purchase 2 pieces of fried chicken at
$11.00/piece. As price of 2 pieces increases from $11.00/piece to $13.00/piece, the
quantity demanded decreased thus, the law of demand stands. The P.E.D was calculated as
-0.2 1, indicating price inelasticity. As the price increases from $1 1.00/piece to
$14.00/piece, demand also decreases and the Law of demand is also obeyed. The P.E.D. in
this case was -1.12, thus, indicating price elasticity.
*
4
/
S.
L
U
S
1
a*w
01
d,anaa.aet
9e44. &tJ
Ivin it
Figure3: Price increase of fried chicken from $11.00
to $13.00/piece (demand for 1 piece)
ED
=
Quantity demanded
A Price
11
—8
33
2
—-1.33
Price
Quantity
.oi. ChLCI&tfl
4
ei
lan .1
Figure4: Price increase of fried chicken from
$1 1.00/piece to $14.00/piece (demand for 1 piece)
E I)
=
A Quantity demanded
A Price
10
11
33
3
Price
Quantity
—+1.11
As the price of fried chicken changes from St 1.00/piece to $13.00/piece to $14.00/piece,
the demand trend obeys both Perverse and Normal demand. With the first abovementioned
increase in price ($11.00 to $13.00), the demand goes from 33 to 25 and thus, demand
hen is Normal. The P.E.D. here is -1.33 which shows Normal demand and price elasticity
of demand. As price increases from $11.00 to $14.00 however, demand goes from 33 to 43.
The P.E.D. in this case is ÷1.11 and thus, there is a Perverse Relationship. This perverse
relationship could be due to price akticipation.
20
Many factors affect the demand for a specific brand of fried chicken such as Price, Taste
and Complements. Of the range of factors affecting demand, 111 students said Taste
affected their choice and of the 111, 67 students ranked Taste as the most important
factor. This is so because since fried chicken is a food product, people would generally rank
taste appeal as the deciding factor, with price and complements following suit.
Thus, 60% of the students preferred KFC while 40% preferred Japs. The fact that more
students preferred KFC shows that KFC is employing some method of attracting customers
that Japs is lacking. These methods include Advertising, Special Promotions and Special
Combos. Japs only uses the latter. KFC implements a marketing strate’ where they target
the entire family since the fast food service offers a substitute for cooking while the demand
for KFC can be linked to the desire to purchase toys for children. Effective use of these
methods can increase the demand for fried chicken, lower production cost, result in a
rightward shift of the supply curve, decrease cost price and lead to an extension of demand,
all of which increases a firm’s profits. KFC has also been in business for much longer than
Japs and would have a better grasp on how to operate under the competition oresent in the
industry and how to effectively market their product.
The concept of Joint demand holds for fried chicken and it complements but in a biased
manner. This is because even though 92% of the surveyed student population said that
their purchase of fried chicken encourages them to buy complementary goods, 59% of the
students stated that buying more complements does not encourage them to buy more fried
chicken. 63% of the students preferred complements from KFC, with Chips being the
students’ favourite. This was made based on the factors affecting demand, with Taste
possibly have the greatest influence.
Many factors would affect the ability of KFC and Japs to achieve production and alloc ative
efficiency in production. These factors, which are essentially the factors affecting supply,
include the Quali of chicken, ost of Production. , Price of Substitutes, Price of
Complements nd the Use of Technology Both KFC and Japs implement all of these
However, the extent of implementation of each factor would account for the supply
difference between KFC and Japs and thus, the cost price of fried chicken. As firms
expand, increasing, production, they could benefit from economies of scales and produce at
the Minimum Efficient Scale on the Averae Cost Curve. In this manner, there could he a
rightward shift of the supply curve and consumers could benefit from low prices.
With health and disease awareness on the rise, we see that the most prevalent suggestion
to improve fried chicken is to use less oil, In the Caribbean where we have a special flavour
to our pots, suggestions were made to cook and season the fried chicken better.
Findings and Observations
• The main factor affecting demand for fried chicken and its consumption
rate is that of Taste.
• Fried Chicken is generally price elastic, possibly due to the varied
number of substitutes avsi1eb1e. However, there are cases of a perverse
relationship for fried chicken, possibly due to price anticipation.
• The Joint Demand for fried chicken and its complements is biased since
the majority of students are encouraged to buy complements with their
purchase of fried chicken but not to but fried chicken with their
purchase of complements.
• The existence of foreign firms in the local economy can create good
competition and result in higher consumer satisfaction.
+ Observing the demand and supply trends for KFC and Japs, KFC would
generate more revenue from sales but Japs would have a lower Cost of
Production than KFC.
• KFC is in a better financial position than Japs since they have better
marketing strategies than Japs and they also have a larger consumer
market.
+ Both factors affecting the demand and supply of fried chicken in turn
impact the profitability of KFC and Japs.
22
Recommendations
Both KFC and Japs can endeavour into improving in the following areas if
they haven’t already done so
order to boost sales and have a better
competitive stance:
+ Increasing their potential consumer market by having more outlets
nationwide
+ Increase advertising
+ Use more Special Gifts, combos and promotions to attract more
customers
+ Clean and season the chicken better
+ Use less oil to fry chicken
+ Cook the chicken better
+ Use suggestion boxes to get feedback from customers
23
Conclusion
In this investigation between KEG and Japs, I have come to realize the
majo
role that economics plays in the operation of a business. It was deduce
d th
KFC is in a much better financial position than Japs since they have
a bigg
consumer market. Consumers made many suggestions to help improv
e the
quality of fried chicken and implementations of these recommendations
cou
hold the general improvement of the industry in the future.
Bibliography
Books:
—*
—,
Bahaw, Edward, and Wajid Mollick.Comprehensive economics for CSEC. San
Fernando, Trinidad: Caribbean Educational Publishers, 2008.
Harvey, Jack. Modem economics: an introduction for business and professional
students. 7th ed. London: Macmillan, 1998.
-.
Hosein, Roger, and 0. F. Stanlake.Longman economics for CXC. Harlow: Longman,
2005.
->
L.ipsey, Richard 0.. An introduction to positive economics. 6th ed. London:
Weidenfeld and Nicolson, 1983.
-4
Whitehead, Geoffrey. Economics: made simple. 13. ed. London: Heinemann, 1986.
Websites:
Retrieved
-4 hL’.ix! /www.trr;o..i
on September 15th 2011.
—., ntr_/v.•,:
‘.;
..’de!n•.
1
.
vc:.
i.:’zn:nd
‘
:
.
Retrieved on
September 19th 2011.
Interviews:
—*
-.
Manager of KFC St. Helena, September 10th 2011 at 4:30 pm
Manager of Japs St Helena, September 10th 2011 at 5:00 pm
25
Appendices
flrnleuesflonnaire
M name is Renee Voisin. As part of my investigation for my school-based
assessment., this questionnaire is prepared for any volunteers to fill out. Your
responses will be deeply ajpreeated.
10-13
Ac:
Form class:
—
14-16
Z.17 and over
1 On average, how often do yeu eat fried chicken?
Daily
Li Wee:kly
Li Monthly
H
Yearly
—a 2. If one piece of fried chicken cost $11.00. how mneh pieces would yon purchase?
rieces of chicken
-a 3 if this price increased Lv S2.00 to $300, wb*!ch
oftbon
woven s’ot choose
Buy less fried chicken
hue more fried chicken
each p
rr:. oh chicken
10001 1Odi wcfl1Li 1)117 0.1
Plea so
5
1 3 1))
:
oice:es 01
11
—)
5. Whose fried chicken do you prefer?
Li
Japs
Li KFC
—*
6. What factors affect your choice in question 5?
Price
Taste/Fashion
Li Advertising
H Location
—
Number of Outlets
Special Offers/Discounts
Li Complements (eg. Chips, beverages)
—
7. In order of importance, I being the most important, rank the options you chose in
question 6.
* Price
Li Taste/Fashion
El
Advertisii. g
Location
Number of Outlets
* Soccial Oflbrs/ Discounts
Li Co.mnlcn. cuts
—.
8. if once ncncascs, would von remain Iovai to your choice of source Ion fried
chicken?
L:Ycs
0
UN
2?
*
9. Does your purchase of fried chicken encoursge ycu to buy complementary goods
(chips, beverages, salads) also?
—*
10. If yes to question 7, from whom do you prefer?
Li Japs
—*
I I. What complementary goods do you prefer most?
LI
Beverages
12. Would you buy more fried chicken if more complements were available?
*
13. V/hat do you think can be done to improve the quality of fried chicken?
The Principal,
St. Augustine Girls High School,
Evans Street,
Curepe.
30th
June 2011.
Dear Miss,
the bearer of this letter, is
member of the Form S student body in St. Augustine Girls’ High School,
She is in the process of collecting research for her Economics SBA entitled,
“A comparative study of the demand for KFC and Japs in St. Augustine
Gir.Is’ High School between the period September 5th 201.1 to September
26th 201 1.” She requests permission to surve persons in the form of a
questionnaire as part of the research process.
Any support given to her will be deeply appreciated.
Mrs P. Balgaroo
Economics Teacher
Date of Signature
29
DIAGRAMS showing KFC using Advertising as a Marketing Strategey
I