Abstract

This study aimed to investigate the product attributes of Kentucky Fried Chicken franchise shop at Tamini Square Mall at Pinang Ranti. It covered brand attributes, product packaging, labeling, supplementary services and product warranty. This research used qualitative descriptive research method. The data collected used some techniques of data collection as interviews, observation, and documentation. The subjects in this study were product attributes of KFC shop, and research informants were 3 staffs of the store. The results of this study indicated that the product attributes as a major stimulus that affects the effectiveness, cognition and behavior of consumers. Consumers evaluate these attributes in relation to their own values, beliefs and past experiences. The marketing efforts and other information also affected the buying decision and the costumer satisfactory level. The research realized that the product attributes have been run properly, although there are still obstacles in the promotion, but it does not affect the activities of product attributes performed. The research suggested that the physical packaging messages should be delivered in tantamount shape and unique form. So,  the people who receive the message will be more interested and grow their interest to buy KFC products again and again.

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