Abstract:
The research focuses on benchmarking menu against k&N’s to increase consumer preference in terms of perceived quality. This research has been carried out in the twin cities, Rawalpindi and Islamabad, Pakistan. The aim of the research was to identify the percentage of customer preference for K&N over MENU, analyzing the main reasons affecting the consumer preference in frozen foods industry and the main shortcomings of MENU with respect to gaining customer base. Researchers carried out a descriptive study for the study. The research was conducted on menu which was taken as a less preferred brand. K&N’s was for comparison to evaluate the results. To carry out the research, researchers took a sample of 150 people of different income groups who use frozen food products. A questionnaire was developed. SPSS tool was used for data analysis. The reliability of data analysis is 0.733. The analysis revealed that most preference is given to availability, price and quality for making a purchase decision. Hence, it was concluded that MENU can gain a high market share if it focuses on these key factors to compete with the market leader – K&N’s.
