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TABLE OF CONTENTS
SERIAL
NO
TITLE PAGE
NO
List of Tables
List of Charts
1 Introduction
2 Research Objectives
3 Research methodology
4 Limitations of the Study
5 Data Analysis and Interoperation
6 Findings
7 Recommendations
8 Conclusion
9 Bibliography
10 Annexure
LIST OF TABLES
SERIAL
NO
LIST OF TABLES
PAGE
NO
1 Age group of the Respondents
2 Gender of Respondents
3 Respondents monthly Income
4 Occupation of the respondents
5 Respondents expenditure on outside food
6 Frequency of respondents eat out
7 Frequency of respondents getting home delivery
8 Occasions when the respondents go for eat out
9 Places where the respondents go for eat out
10 When do the respondents eat out
11 Respondents preference of veg and non veg
12 Type of food respondents prefer
13 How did the respondent come to know about the last visited restaurant?
14 Respondents willingness to try out new non - veg restaurants
LIST OF CHARTS
SERIAL
NO
LIST OF CHARTS
PAGE
NO
1 Pie chart showing the age group of the Respondents
2 Pie chart showing the gender of Respondents
3 Pie chart showing the respondents monthly Income
4 Pie chart showing the occupation of the respondents
5 Bar diagram representing the respondents expenditure on outside food
6 Bar diagram representing the frequency of respondents eat out
7 Bar diagram representing the frequency of respondents getting home delivery
8 Pie chart showing the occasions when the respondents go for eat out
9 Bar diagram representing the places where the respondents go for eat out
10 Pie chart showing when do the respondents eat out
11 Pie chart showing the respondents preference of veg and non veg
12 Pie chart showing the type of food respondents prefer
13 Pie chart showing how did the respondent come to know about the last visited restaurant?
14 Bar diagram representing the respondents willingness to try out new non - veg restaurants
Introduction
Industry Profile
From the ancient time the place providing both safe food and safe accommodation to the customers is the meaning of Hotel or Hotel Industry. Hotel industry comes the head Hospitality Industry.
Food, Accommodation and Dress are the 3 most essential things which everyone need. And Hotel Industry alone provides 2 basic things: - Food and Accommodation. There are just three front sides of the Hotel Industry Earnings: - In providing Rooms, Banquets and Restaurants. Hotel industry comes under the hospitality industry.
Hotels are generally segmented by the services and amenities offered. These two factors, along with location, also have a bearing on the price range.
• Budget hotels
• Business hotels
• Luxury hotels
Hotel Industry in India has witnessed tremendous boom in recent years. Hotel Industry is inextricably linked to the tourism industry and the growth in the Indian tourism industry has fuelled the growth of Indian hotel industry. The thriving economy and increased business opportunities in India have acted as a boon for Indian hotel industry. The arrival of low cost airlines and the associated price wars have given domestic tourists a host of options.
In recent years government has taken several steps to boost travel & tourism which have benefited hotel industry in India. These include the abolishment of the inland air travel tax of 15%; reduction in excise duty on aviation turbine fuel to 8%; and removal of a number of restrictions on outbound chartered flights, including those relating to frequency and size of aircraft.
The government's recent decision to treat convention centers as part of core infrastructure, allowing the government to provide critical funding for the large capital investment that may be required has also fuelled the demand for hotel rooms.
The opening up of the aviation industry in India has exciting opportunities for hotel industry as it relies on airlines to transport 80% of international arrivals. The government's decision to substantially upgrade 28 regional airports in smaller towns and privatization & expansion of Delhi and Mumbai airport will improve the business prospects of hotel industry in India.
Substantial investments in tourism infrastructure are essential for Indian hotel industry to achieve its potential.
According to a report, Hotel Industry in India currently has supply of 110,000 rooms and there is a shortage of 150,000 rooms fueling hotel room rates across India. According to estimates demand is going to exceed supply by at least 100% over the next 2 years. Five-star hotels in metro cities allot same room, more than once a day to different guests, receiving almost 24-hour rates from both guests against 6-8 hours usage. With demand-supply disparity, hotel rates in India are likely to rise by 25% annually and occupancy by 80%, over the next two years. This will affect the competitiveness of India as a cost-effective tourist destination.
To overcome, this shortage Indian hotel industry is adding about 60,000 quality rooms, currently in different stages of planning and development, which should be ready by 2012. Hotel Industry in India is also set to get a fillip with Delhi hosting 2010 Commonwealth Games. Government has approved 300 hotel projects, nearly half of which are in the luxury range. The future scenario of Indian hotel industry looks extremely rosy. It is expected that the budget and mid-market hotel segment will witness huge growth and expansion while the luxury segment will continue to perform extremely well over the next few years.
Federation of Hotel & Restaurant Associations of India, often known by the acronym, FHRAI, is the Apex Body of the four Regional Associations representing the Hospitality Industry. FHRAI provides an interface between the Hospitality Industry, Political Leadership, Academics, International Associations and other Stake Holders.
FHRAI is committed to promote and protect the interests of the Hospitality Industry by actively seeking better privileges and more concessions for the Industry. FHRAI members are always kept abreast with the latest trade information and trends, statistical analysis and reports on various topics that have a direct impact on the Industry, government notifications and circulars.
FHRAI helps the Hospitality Industry to grow, prosper and keep in pace with the developments in the International scenario.
With more than 3300 members comprising of approximately 2052 hotels, 1016 restaurants, 150 associate members and the 4 regional associations, FHRAI is truly the voice of the Hospitality Industry that brings several million dollars to the exchequer and employs more than 15 million direct workers.
The main purpose of the study was to expand the volume of Buhari Group of hotels by setting up new branches at different places in Chennai city.
Before setting up a restaurant in the locality there was a need to analyze the taste & preference in food of the consumers of that locality and also to identify the competitor for the new venture.
Scope of the study
The study was restricted to a particular locality (Anna Nagar) in Chennai City. The study was restricted to taste & preference in food alone.
The study would be useful even in future for other researchers who are researching this topic.
About the topic
OBJECTIVES
OF THE STUDY
Primary Objectives
The primary objective of this study is to assess the taste and preference of the people in AnnaNagar before setting up a restaurant in that locality.
Secondary Objectives
To assess the factors influencing the customers dinning pattern in a restaurant and
Prioritizing them.
To assess the customers frequency to a restaurant.
To assess the peoples spending on food and eating out pattern.
To understand the customers’ expectations from a good restaurants.
To choose a suitable location for a new restaurant.
To set a suitable working hours for the upcoming restaurant in that locality.
To select a better medium of promotional activities and to retain the Customers.
To find the better source of expanding the business.
To assess the length and breadth of variety of foods to handle.
To analyze the leader in that locality.
To asses if there is any relationship between the age group & occupation of the respondents with that of the location of the restaurant, variety and calorie content in food, frequency of eating out and the place of eating out.
Research
Methodology
Research methodology
Type of research
The study is mainly descriptive research design and tools (percentage analysis and Ranking method) are used to analyze the data. The objective of descriptive research is to portray an accurate profile of a person, event or situation. This may be an extension of, or a forerunner to a piece of explanatory research.
Research approach
Survey method is the systematic gathering of data from the respondents and is the most commonly used method of collecting primary data. This method is used widely because of its
• Extreme flexibility
• Reliability
• Easy understandability
Sources of data
The required data were gathered from primary and secondary sources.
Primary data were collected through structured questionnaire. A survey was undertaken to collect the information through the questionnaire prepared.
Secondary data were collected through Books, magazines, internet and Old customer’s words of mouth. The respondents specifically include the consumers at the Annanagar locality
Sampling Plan
Sample Size
Sample of 160 units were selected for the study.
Population
The population targeted for this study denotes the residents of
Anna nagar locality.
Sample Unit
The sample unit refers to any individual person residing in Anna nagar
locality.
Sample Procedure
The Respondents were selected by using judgment sampling. It is a non –
Probability sampling and is also known deliberate sampling and purposive
Sampling.
In other words, the researcher purposively choose the particular units of
the universe for consisting a sample on the basis that the small mass that
is so selected
Out of the huge one will be typical or representative of the whole.
Mode of data collection
The data were collected through Structured Undisguised Questionnaire and the study conducted mainly through Personal Interview technique. The data which has been collected has been tabulated and analyzed.
Design & Pretesting of Questionnaire
The questionnaire used for primary data collection was structured in nature. A pilot study was conducted among five respondents to test the effectiveness of the questionnaire and then the questions were modified and restricted but at the same time they were designed to cover the range and scope of the project. The questionnaire consists of
Open ended Questions
Multiple choice Questions
Closed ended Questions
Check list questions
Rating scale
Ranking
Statistitical Tools used
CHI- SQUARE TEST
ANOVA
CHI- SQUARE TEST
Test aims at determining whether significant difference exists among groups of data, or whether the difference is due to sampling. Chi – square is an important non parametric test and as such no rigid assumptions are necessary in respect of the type of population. We require only the degrees of freedom (implicit of course the size the sample) for using this test.
The quantity of χ2 describes the magnitude of discrepancy between the theory and observation. It can only be used if the sample observations are independent of each other. The data collected must be drawn at random from universe of population. These data are presented in original units, not in percentage. The number of observations on each cell should not be less than five
Where
is the observed frequency in the “i” th category.
is the expected frequency in the “i” th category.
K is the number of categories
The expected frequency is calculated by
Where
F is the cumulative Distribution function
Yu is the upper limit for class i,
Yl is the lower limit for class i, and
N is the sample size.
ANALYSIS OF VARIANCE (ANOVA)
Analysis of variance or ANOVAs is applied in often – encountered problem of determining among means of three or more groups. The analysis is of square of the standard deviation (variance) rather than standard deviation itself (variability) because variances are often additive and the sum of squares, upon which variances is based always. Equations prove to be more convenient band more useful in terms of variances than SD
Variances is made up of two components between groups (due to actual differences) and within groups (due to operation of chance factors). The ratio between groups variances to within groups variance (F- Ratio) follows fishers f distribution. A critical value of F therefore exist depending upon the size of a sample, against which the calculated values exceeds, the critical F, the difference among the mean is significant and not due to chance factors
In its simplest form, analysis of variance would involve one classificatory variable and three or more groups, and is called one way anova. When sub – groups are formed on the basis of two classificatory variables, two way anova is employed.
For the present study one way is used. Though one way anova, the hypothesis concerned to find difference between preference and preference with age groups.
In one way classifications the data are classified according to only one criterion. The null hypothesis is
H0=M1=M2=M3=……….MK.
H1=M1=M2=M3=…….....MK.
To find the correlation factor:
C.F = T2
Total number of items in the given data.
To calculate the value of F:
F = Variance between Samples
Variance with in Samples
Source of
Variation
Between Samples
Within Samples Sum of
Squares
SSC
SSE Degree of
Freedom
V1=C-1
V2=N-C Variance
SSC/C-1
SSE/N-C
GRAPH
One of the important functions of the statistics is to present complex data in a manner by which it can readily understand diagrams and graphs in a statistical method, which can be used, for simplifying the complexity of the quantitative data and to make them easily intelligible. It is a method of presenting huge mass of numerical figures in such a way that they can easily appeal to the eye and mind of a common man.
A graph is one of the statistical methods, which helps in presenting quantitative facts, in simple, clear and effective pictures. Forecasting becomes easier by the help of graph and curves, as they show the trend and the movements.
Pie diagram are used when the aggregate and the divisions are to be shown. The aggregate is shown by means of a circle and the division by the sectors the circle. One of the advantages of this method is that it can be understood and interpreted easily.
Bar diagram is actually used to make the interpretation of the complex data in a easier manner. It is also good method to show the differences in the variable among groups. Basic form of diagrammatic representation is the bar diagram. Bar diagram consists of a series of bars of equal width. The bars stand on a common base with equal gap between one bar and another. The bars are constructed in such a way that their lengthier proportional to the magnitude that they represent.
Analysis And
Interpretation
TABLE 1:
Table showing the age group of the Respondents
Age group
Number of respondents
Percentage
18-30
62
38.75%
31-45
74
46.25%
46 & above
24
15%
INFERENCE
The age group of 31 – 45 denotes the highest number of respondents of 46.25% and the age group of 18 – 30 denotes the second highest percentage of 38.75% and the age group of 46 & above denotes the third place of 15%.
AGE GROUP OF THE RESPONDENTS
TABLE 2:
Table showing the number of male and female Respondents
Sex
Male
Female
Total
Number of
Respondents
52
108
160
Percentage
32.5%
67.5%
100%
INFERENCE
32.5% of the respondents are male and 67.5% of them are female
CLASSIFICATION OF THE RESPONDENTS
TABLE 3:
Table showing the monthly income slab of the respondents
Monthly Income
No of respondents
Percentage
<15,000
31
26%
15,001-40,000
61
50%
40,0001 & above
29
24%
Inference:
Among the respondent 50% of them are in the income slab of 15,000 to 40,000, 26% is in <15,000 slab and 24% are in 40,000 and above slab.
CHART SHOWING THE MONTHLY INCOME LEVEL OF THE
RESPONDENTS
TABLE 4:
Table showing the occupation of the respondents
Occupation
No of respondents
Percentage
Employed
33
21%
Self – Employed
43
27%
Student
36
22%
Home maker
48
30%
Inference:
Among the respondent 30% of them are Home makers, 27% of them are Self employed, 22% of them are students and 21% of them are employed.
CHART SHOWING THE OCCUPATION OF THE
RESPONDENTS
TABLE 5:
Table showing the respondents expenditure on outside food a month
Monthly Expense
Number of Respondents
Percentage
Less than 5,000
57
35.62%
5,001 – 15,000
87
54.38%
15,001 And above
16
10%
INFERENCE:
Out of the respondents 54.38% of the respondents spend Rs 5,001 – 15,000 on outside food and 35.62% of them spend less than 5,000 per month on outside food and only 10 % spend more than 15,000 per month.
RESPONDENTS EXPENDITURE ON
OUTSIDE FOOD PER MONTH
TABLE 6:
Table showing how often the respondents eat out in a month
Frequency Number of Respondents Percentage
Once a month 16 10%
Twice a month 84 52.5%
Once a week 48 30%
Others 12 7.5%
INFERENCE
Among the respondents 52.5% eat out twice a month followed by 30% of them who eat out once a week. 10% of the respondents eat out once a month.
Among the 7.5% who have specified others 66.67% i.e. 4 respondents stated that they eat out daily and 2 of them state that they eat more than 5 times a month.
CHART SHOWING THE RESPONDENTS
FREQUENCY OF EATTING OUT
TABLE 7:
How often you get home delivery
Frequency Number of Respondents Percentage
Once a month 55 34.38%
Twice a month - -
Once a week 7 4.37%
Others 98 61.25%
INFERENCE
Among the respondent 61.25% of them reveal that they won’t get home delivery where as 34.38% of them reveal that they get home delivery rarely. Only 4.37%say that they get home delivery once a week.
CHART SHOWING THE RESPONDENTS GETTING
HOME DELIVERY
TABLE 8:
On what occasions do you eat out?
Number of Respondents
Percentage
Birthdays and Wedding Anniversary
12
7.5%
Get together
32
20%
All
104
65%
festivals
12
7.5%
INFERENCE
Among the respondent 65% of them go out to eat on all occasions and nearly 20% of them got out eating when they get together. Remaining 7.25% of them go out on Birthdays and wedding anniversaries and another 7.25% goes out eating during the festival days.
THE OCCASIONS THE RESPONDENTS EAT OUT ARE
TABLE 9:
Where do you go to eat out?
Places
Number of Respondents
Percentage
Shopping Mall
18
9.37%
Food Courts
30
15.63%
Nearby Residence
48
25%
Specialty Restaurant
96
50%
INFERENCE
It is inferred that most of the respondents prefer specialty restaurant followed by near residence, food court and shopping mall.
CHART SHOWING WHERE THE RESPONDENTS
PREFER FOR EATTING OUT
TABLE 10:
When do you generally eat out?
Number of Respondents
Percentage
Morning
-
-
Afternoon
78
36.4%
Evening
24
11.2%
Night
112
52.4%
INFERENCE
Among the respondent 52.4% of them eat out for night dinner. 36.4% of them eat out for afternoon lunch and the remaining 11.2% of them eat out in evenings
Out of this 52 of them i.e. 32.5% of them eat in afternoon and nights and only 24 of them eat only in afternoon
CHART SHOWING WHEN THE RESPONDENTS EAT OUT
TABLE 11:
Table showing the Preference of Vegetarian and Non Vegetarian
dishes?
Number of respondents
Percentages
Veg only
18
11%
Non Veg or both
142
89%
INFERENCE:
89% of them prefer both Veg and Non- veg dishes and 11% of them prefer only vegetarian only
TABLE 12:
What Type of food you prefer?
Type of food
Number of Respondents
Percentage
South Indian
112
20%
Continental
44
8%
Chinese
72
13%
Tandoori
96
17%
Chettinad
56
10%
North Indian
56
10%
Combos
49
9%
All
48
8%
Junk Foods
27
5%
Inference:
Among the respondent 20% of them prefer South Indian foods, 8% of them prefer Continental foods, 13% of them prefer Chinese, 17% of them prefer Tandoori, 10% of them prefer north Indian and chetinad, 9% of them prefer combo type, 8% of them prefer all of these food items and 5% of them prefer junk foods
CHART SHOWING WHAT TYPE OF FOOD YOU PREFER
Weighted Average on the factors influencing the
Respondents dinning Pattern?
ATTIRBUTES
Very
Important
Important
Neither nor
Un
Important
Aggregate
Weighted Average Total
Taste &
Quality 128 32 0 0 608
Location 32 62 34 32 414
Price 48 78 34 0 494
Variety 48 40 64 8 472
Hygiene 124 36 0 0 604
Service 105 51 4 0 581
Ambience 32 80 48 0 464
Calorie
Content
12
45
91
12
377
Parking 33 56 52 19 423
Weights 4 3 2 1
INFERENCE
The Respondents eating out pattern is firstly influenced by the Taste and Quality Followed by Hygiene, Service, Price, variety, ambience, Parking, location and Calorie content.
Chart showing the factors influencing the respondents Dinning Pattern?
Chart 10.1 Showing the ranks of the factors which influence the
dinning Pattern
TABLE 13:
How did you come to know about the restaurant?
Medium
Number of Respondents
Percentage
Friends & Relatives
61
76.25%
Advertisement
13
16.25%
Hoardings
6
7.5%
Others
-
-
INFERENCE
76.25% of the respondents come to know new restaurants through friends and relatives followed by News paper and TV advertisement and thirdly through Hoardings.
RESPONDENTS KNOWLEDGE ABOUT THE RESTAURANT
TABLE 14:
Will you be willing to try out a new Non- vegetarian
restaurant?
Number of Respondents
Percentage
Definitely yes
137
86%
Definitely no
18
11%
May be
5
3%
No idea -
Inference
From the study it is inferred that the 86% respondents are willing to try out with new non vegetarian restaurant.
CHART SHOWING THE RESPONDENTS WILLINGNESS TO TRY
OUT NEW RESTAURANT
STATISTICAL TOOLS: ANOVA
Objective statement:
To see whether there is relationship between the location factor in a
restaurant and the Occupation of the respondents.
ANOVA table
Source
Sum of squares
Degree of freedom
Mean sum of squares
Variance
Between columns
162
3
54
1.596
Errors
406
12
33.83
TOTAL
568
15
Correction factor = 1600
ndf (3,12)
Table value at 5% level of significance = 3.49
Calculated Value 1.596
INFERENCE:
Since the calculated value is less than table value at 5% level of significance
we Accept the null hypothesis
Null Hypothesis (Ho):
There is no significance relationship on location of the restaurant and
the Occupation of the respondent.
Alternative Hypothesis (H1):
There is significance relationship on location of the restaurant and
the Occupation of the respondent.
Conclusion:
By analyzing we conclude that there is no relationship between the
place where the restaurant is located and the occupation of the people.
ANOVA: 2
Objective statement:
To see whether there is relationship between the age of the respondents
and the calorie content on food items.
ANOVA table
Source
Sum of squares
Degree of freedom
Mean sum of squares
Variance
Between columns
1397.7
3
465.9
2.91
Errors
1279
8
159.8
TOTAL
2676.7
11
Correction factor = 2133.3
ndf (3,8)
Table value at 5% level of significance = 4.07
Calculated Value 2.91
INFERENCE:
Since the calculated value is less than table value at 5% level of significance
we Accept the null hypothesis
Null Hypothesis (Ho):
There is no significance relationship between the age of the respondents
and the calorie content on food items.
Alternative Hypothesis (H1):
There is significance relationship between the age of the respondents
and the calorie content on food items.
Conclusion:
By analyzing we conclude that there is no relationship between the age of
the respondents and the calorie content in food items.
ANOVA: 3
Objective statement:
To see whether there is relationship between the age of the respondents
and the variety of food items.
ANOVA table
Source
Sum of squares
Degree of freedom
Mean sum of squares
Variance
Between columns
554.9
3
185
2.182
Errors
677.8
8
84.75
TOTAL
1232.7
11
Correction factor = 2133.3
ndf (3,8)
Table value at 5% level of significance = 4.07
Calculated Value 2.182
INFERENCE:
Since the calculated value is less than table value at 5% level of significance
we accept the null hypothesis
Null Hypothesis (Ho):
There is no significance relationship between the age of the respondents
and the variety of food items.
Alternative Hypothesis (H1):
There is significance relationship between the age of the respondents
and the variety of food items.
Conclusion:
By analyzing we conclude that there is no relationship between the age of
the respondents and the variety of food items.
CHI – SQUARE TEST
To analyze the age group of the respondents and their
frequency to eat out?
Age
Once a
month
Twice a month
Once a week Daily & more than 5 times
Total
18-30
8
41
11
2
62
31-45
4
32
26
10
72
46 & above
4
11
11
-
26
Total
16
84
48
12
160
Calculated value 18.96
Table value at 11 degree of freedom 19.68
INFERENCE:
Since the calculated value is lesser than the table value at 11 degree of
freedom we accept the null hypothesis.
Conclusion
By analyzing we conclude that there is no relationship between the age of
the respondents and their frequency of eating out.
Null Hypothesis (H0):
There is no significant relationship between the age group of the
respondents and the frequency of the eating out.
Alternate Hypothesis (H1):
There is significant relationship between the age group and the frequency of
the respondents eating out
.
CHI SQUARE TEST - 2
To analyze the relationship between the occupations of the
respondents with that of there place of eating out
Occupation
Shopping malls
Food courts
Near residence
Specialty restaurant
Total
Employed
-
6
11
16
33
Self employed
4
4
18
17
43
Student
9
16
8
3
36
Home maker
5
4
11
28
48
Total
18
30
48
64
160
Calculated value 44.76
Table value at 15 degree of freedom 24.996
INFERENCE:
Since the calculated value is greater than the table value at 15 degree of
freedom we reject the null hypothesis.
Conclusion
By analyzing we conclude that there is relationship between the
occupations of the respondents and their place of eating out.
Null Hypothesis (Ho):
There is no significant relationship between the occupations and the
respondents place of eating out.
Alternate Hypothesis (H1):
There is significant relationship between the occupations and the
respondents place of eating out.
Limitations of the
Study
Limitations of the study
The limitations put forth by the surveyer are
The results of the study are applicable only to Chennai region and may not apply to other areas.
A few respondents may have given hasty answers due to time constraints.
Some aspects of the study were based on the perception of the respondents.
Open ended questions did not earn expected results
The number of questionnaire were restricted to 160 because they were targeted to the residents of a particular locality
Findings
The findings put forth by the surveyor are
The respondents taste and preference while choosing restaurants depends on the major factors like Taste & Quality, Hygiene, Service, price, parking, ambience, location, calorie content and others.
Out of these important factors they Taste & Quality is ranked first on basis of Weighted total of 608,followed by Hygiene denoting 604 , service denoting 581, Price denoting 494, ambience denoting 464 , Parking denoting 423 , Location denoting 414 and Calorie content denoting 377.
Out of the respondents 142 of them prefer both veg and non-veg and 18 of them prefer only Vegetarian
Out the respondents 112of them prefer South Indian dishes, 44 of them prefer continental, 72 of them prefer Chinese, 96 of them prefer tandoori, 56 of them prefer north Indian dishes and chetinad, 49 of them prefer combo menu, 48 of them prefer all types of food and 27 of them prefer junk foods.
48 of the respondents prefer all type of food.
Out of the respondents 87 of the respondents spend Rs 5,001 – 15,000 on outside food and 57 of them spend less than 5,000 per month on outside food and only 16 spend more than 15,000 per month on outside food.
Among the respondents 84 of them eat out twice a month, 48 of them eat out once a week. 16 of the them eat out once a month and 12 of them opted others which includes those eating out daily and more than more than 4 times a month.
Only 55 and 7 of them take home delivery once a month and once a week where as the remaining 98 of them do not get any home delivery.
The respondents reveal that they dine out for all occasions including festival days.
Most of the respondents prefer dinning at specialty restaurant than food courts and malls.
From the tools used it is analyzed that Taste and Quality adds a big weight when compared to the location of the restaurant.
The respondents prefer eating out than getting home delivery from the restaurants
The target market will include all categories of customers based on their occupation.
The respondents eat out mostly during afternoon and night times
The respondents behavior consists of different people of different age groups
The customers favorite dishes can be realized
Knowing the respondents taste and preference will help in menu planning
The respondents have visited almost all restaurants in Anna nagar area and they prefer specialty products from different restaurants.
Among the advertisement medium words of mouth has a better reach among the respondents than all other medium.
Respondent’s favorite dishes are revealed.
Major portion of the respondents are in the income slab of 15,000 and more
The respondents spend not more than 15,000 p.m. on outside food
It is also found out that all the respondents are willing to try out with new restaurants and if they feel satisfied they maintain their regularity but still try out with different restaurants.
Most of the respondent’s suggestions reveal that deliver good taste, service, quality, ambience at reasonable prices.
Restaurant last visited includes most of the reputed players in annanagar locality and other players also.
The reasons stated by the respondents for the last visited restaurant includes all the factors influencing their dinning pattern with exception to the calorie content in the food.
The personal profile of each and every respondent have is gathered for promotional activities.
By using ANOVAs statistical tool we conclude that there is no relationship between the place where the restaurant is located and the occupation of the people.
By using ANOVAs we conclude that there is no relationship between the age of the respondents and the calorie content in food items.
By using ANOVAs we conclude that there is no relationship between the age of the respondents and the variety of food items.
Using Chi Square test it is found out that there is significant relationship between the age group of the respondents and the frequency on visiting a restaurant.
Using chi Square test it is found that there is relationship between the occupations of the respondents and their place of eating out.
Recommendations
The recommendations put forth by the surveyor were
Since it is surrounded by schools and colleges it must aim at targeting the teens.
Lay out must be such that it is must have sufficient number of pacs, spacy and maximum
Utilized.
As the respondents reveal that they will be willing to try out more and more new restaurant it is recommended that, new restaurants to specialize in their specialty dishes.
To find the exact competitor and delivering better than them.
It is recommended to get the customers review on their experience.
From the survey it is evident that working time of the restaurant can be restricted to 11.00am to 11.00pm on weekdays and till midnight during weekends.
It would be more realistic to visit the nearby restaurant in that locality to understand the current trend.
It recommended choosing a location in annanagar area rather than (Ampa one) shopping mall nearby.
Some of the respondent’s experiences on home delivery were not satisfactory so it is recommended to concentrate on home delivery aspect also.
The respondents expect a good and neat ambience from the restaurants.
The personal profile of each and every respondent have is gathered for promotional activities.
Set up a massive advertisement campaign at initial stages for the reach to the public.
It is recommended to start a multi – cuisine Non vegetarian restaurant.
One of the respondent suggested that do every thing posh, clean and attractive. This suggestion can be taken into consideration.
Annexure
QUESTIONAIRE
1) Age:
a) 18-30 b) 31-45 c) 46 & above
2) Gender: M F
3) Occupation:
a) Employed c) student
b) Self- employed d) Home Maker
4) Monthly Income:
a) < 15,000 b) 15,001- 40,000 c) 40,001& above
5) How much you spend on outside food a month?
a) <5,000 b) 5,001- 15,000 c) 15,001& more
6) How often do you eat out in a month?
a) Once a month c) Once a week
b) Twice a month d) Other Specify: ----------------
7) How often do you get Home Delivery?
a) Once a month c) Once a week
b) Twice a month d) Other Specify: -----------------
8) On what occasions do you eat out?
a) Birthdays & wedding anniversary c) festivals
b) Get- together d) All
9) Where do you go to eat – out?
a) Shopping malls c) Near by Residence
b) Food Courts d) Specialty Restaurant
10) When do you generally eat – out?
a) Morning c) Evening
b) Afternoon d) Night
11) What category of food do you prefer?
a) Vegetarian only b) non- veg or both
12) What type of food you prefer? (Please tick them)
a) South Indian
b) Continental
c) Chinese
d) Tandoori
e) Chettinad
f) North Indian
g) Combo
h) All
i) Others Specify
13) What is your Favorite Menu?
__________________ in ___________________
14) What Factors influence your dinning pattern?
Taste &
Quality
Price
Variety
Hygiene
Ambience
Service
Parking
Facility
Location
Calaory
Content
Rating scale:
Very important – 4
Important – 3
Neither or nor important – 2
Unimportant – 1
15) Which restaurant you visited the last and why?
_____________________
16) How did you come to know about this restaurant?
a) Friends and Relatives c) Hoardings
b) Advertisement d) others specify:
17) What will be your response for a non – veg restaurant in this locality
will you be willing to try it out?
a) Definitely Yes b) Definitely No
b) May be d) No idea
18) Your Suggestions for a new restaurant in this locality?
Personal profile:
Name:
DOB:
Contact no:
Address:
Thank you
