An analytical study on customer preference and success ...eprints.manipal.edu/145418/1/AN ANALYTICAL...

An analytical study on customer preference and success factor of restaurants in South Mumbai

KUNAL BAPNA 111401222

AN ANALYTICAL STUDY ON CUSTOMER PREFERENCE AND

SUCCESS FACTOR OF RESTAURANTS IN SOUTH MUMBAI

Project Submitted to Welcomgroup Graduate School of Hotel Administration,

Manipal

Submitted By

Kunal Bapna

111401222



ACKNOWLEDGEMENT

I would like to offer my sincerest gratitude to the institute, Welcomgroup Graduate School of

Hotel Administration, Manipal, and Manipal University for providing me an opportunity to

conduct this research. I would also like to thank the Principal Prof. Parvadhavardhini G as well as

the Project coordinator, Prof. Y.G. Tharakan, for all the patience and guidance provided to me

throughout the dissertation period. I take this opportunity in expressing the sense of gratefulness

to Mrs. Shreelatha Rao and my faculty mentor Mr. Raghavendra for their time and guidance.

I would also like to acknowledge to Mrs Jyothi Mallya, our college librarian and her staff for

providing me access to the facilities in the library. Further, I would like to thank all other teaching

and non-teaching staff for their undying support throughout this academic year. Last but not the

least I am grateful to my family, for their love, understanding, prayers, guidance, and

encouragements.



DISCLAIMER

The information contained in this research is in no way to be interpreted as recommendation by

Welcomgroup Graduate School of Hotel Administration, Karnataka, India, for resting down any

industrial standards or as any kind of proposal to be adopted by one or be enforced upon any

member of the hospitality industry.



DECLARATION

I hereby declare that this dissertation is my own original work and has not been submitted before

to any institution for assessment purposes. Further, I have acknowledged all sources used and

have cited these in the reference section.

Kunal Bapna

111401222



TABLE OF CONTENTS

Chapter 1: Introduction 09

1.1 Michelin Star Restaurants 10

1.2 AArosette 11

1.3 Restaurants in Mumbai 13

1.4 Themed restaurants in Mumbai 15

Chapter 2: Statement of Problem 16

Chapter 3: Literature Review 18

Chapter 4: Research Methodology 27

4.1 Introduction 27

4.2 Purpose of Research 27

4.3 Research Design 27

4.4 Research Question 28

4.5 Research Method 29

Chapter 5: Data Analysis 30

5.1 Introduction 30

5.2 Theme of the restaurant 31

5.3 Age 33

5.4 Profession 34



5.5 Education Level 36

5.6 Willingness to Pay 37

5.7 Frequency of visit 38

5.8 Preference 39

5.9 Attractiveness 40

5.10 Service Staff 41

5.11 Cleanliness of the restaurant 42

5.12 Nutrition of the food 43

5.13 Menu 44

5.14 Lighting Design 45

5.15 Background Music 46

5.16 Speed of service 47

5.17 Parking 48

5.18 Memorable experience 49

5.19Kind of experience preferred 50

5.20 Overall Satisfaction 51

5.21Crosstabulation 52

5.21.1Age* Frequency of visit 52

5.21.2 Kind of places you prefer while dining out *Age 53

5.21.3 Age* Willingness to pay Chi square test 54



5.21.4 Age* Cleanliness of the overall area One way ANOVA test 56

Chapter 6: Conclusion & Summary 58

Annexures 60

Plagiarism Report 63

References 64



Abstract

Multiculturalism is an intrinsic part of the historical formation and development of any country.

Mumbai is also a multiethnic and multilingual society, a trend that will increase in the future. One

of the important components of ethnicity is expressed in the manner in which ethnic groups

prepare and serve their food. Every group uses a distinct method of cooking and traditional

ingredients in their dishes. Ethnic foods represent a dynamic and evolving category. Over time

foods that were considered ethnic, like thali, have become a part of the mainstream in the Indian

diet plan. Most recently, restaurateurs are beginning to mix and combine the influences and

traditions from a variety of ethnic origins in a fusion of cuisines and flavors. Today, international

food is very popular. Many different cuisine restaurants open each year in the city to meet the

needs of the population and others. Today in the city, Westerners are more accepting of

international cuisines than before. It is important for restaurateurs to know consumer demand

before opening a restaurant due to the high rate of restaurant failures. Sometimes the ambience of

the restaurant will greatly affect customer preferences because they are not familiar with the new

setting, so they may feel uncomfortable while dining. An example is eating with chopsticks at a

Chinese restaurant or sitting on the floor to eat in a Japanese restaurant. Diners‟ preferences in

association with themed restaurants contain physical and psychological components. Twenty of

these features were adopted to compute a study. A total of 205 respondents who had visited

themed restaurants at least once in recent year were questioned using a suitable sampling

approach. Independent sample test, Chi-square test and cross tabulations were used to study the

consequences of the principle factors and to attain a reliable result of consumers‟ preferences. The

willingness to pay per meal for one person ranged from Rs.600-800 to 1500 and above. Menu,

Parking, location, cleanliness, background music and service staff, service speed, showed various

influence on individuals.

Keywords: Kind of preferred experience, Theme (cuisine of the restaurant), Willingness to Pay,

Age group



Chapter 1

Introduction

According to Lynne Olver, 2000 the establishment of outside eatery dates back to ancient times

where street vendors and public cooks were becoming famous in Ancient Rome. Medieval

voyagers ate at inns and convents. This gave rise to the growth and expansion of RESTAURANT

INDUSTRY in Paris during the course of French Revolution. The present day working is a part of

industrial revolution. Restaurant is derived from the French word restaurer meaning “to restore”,

the practice of serving consommé to aid unhealthy people. Late 19th

century in Montmartre which

saw the opening of the first ever café and cabaret was an outlet offering drinks rather than a full

scale food service. In their opening times, these arty cafes had a drive that celebrated the radical

Paris Commune of 1871. Another historical event was opening of Café Du Bagne (Café of the

Penitentiary) in 1885. Pictures in the cafe illustrated a prison eating hall and addressed

revolutionary heroes. The staffs were dressed as inmates, which created a thrill among the mob

resulting in supporters of the cause lining up to dine in.

Many of the cafes in that region celebrated the morbid through paintings and ambiance depicting

death and injury. Inspiring from this movement the world saw openings of many theme based

restaurants elsewhere.

In recent times, the global practice of “eating out” has been referred to as the democratization of

luxury” (Mennell, 1985; Laermans, 1993). In Beardsworth and Keil‟s (1997) description, the

existence of themed restaurants reveals the transformation of leisure into a gigantic industry, and

the formation of a food arrangement highlighting dining out as a recreational activity. To

understand them logically, we need to “categorize and model the way the mind works” (Westen,

1996, p.17).

The main purpose of this dissertation is to summarize a report, focusing to find out the important

reasons that influence consumers‟ preferences and choices related to specialty cuisine restaurants

in South Mumbai. Consumers and entrepreneurs need information to make their decision in



regards to purchasing and establishing a new venture in this locality. This study will not only

survey the factors related to customer preferences, but will also examine how to create an

appropriate pricing to cater to the crowd in South Mumbai. The information collected from this

research can aid entrepreneurs and market researchers of restaurant business.

Restaurants offering different cuisine in and around South Mumbai make it a hotspot for

restaurateurs to invest in providing new and unique dining experiences to their guests. The

standalone restaurants have proven to be a tough market competition for restaurants based in a five

star luxury hotel. Headed by experienced chefs these restaurants are gaining popularity. To create a

fine-dine specialty experience one has to choose a suitable location with a view, a strong team and

an USP that will attract customers. Since the capital investment is quite huge, the owners expect

that due to the theme or cuisine offered, a great number of people would like to come and

experience themed restaurants. Many restaurants who are originally not a specialty restaurant, host

theme nights. These might be nights focused on a particular food or local cuisine, entertainment or

something exciting. Due to inflow of new consumers into the locality, because of the commercial

sectors established in the area, the market is ready to cater to large amount of tourists and locals.

The concept of specialty cuisine restaurant is capable to appeal to large number of people who are

either a resident or a tourist.

1.1 Michelin Guide

The Michelin Guide is an annual reference books published by the French company

Michelin from a long time. The term normally refers to the Michelin Red Guide, the oldest and

best-known European hotel and restaurant reference guide, which awards Michelin stars for

exceptional food and service quality. The acquisition or loss of a star can have adverse effects

on the success of a restaurant.

Started off as a promotion for people to make road trips, the very identical company that

manufactures tires came up with the idea of this food guide. They namelessly started rating

restaurants in a three-star system. Over the past century, perfecting their system of rating,

Michelin guide starts became more and more glorious all over the world



The quality of food, ambiance, and service provided, menu and overall experience is what the

Michelin officers concentrates on while rewarding or withdrawing a star to a restaurant. Stars

awarded to restaurant acts as an accomplishment for the chefs. Chefs actually exhibit them with

much delight since these stars are like medals of honor and pride.

The Michelin guides are made according to countries and cities all across the world. India

unfortunately is still waiting for its first Michelin starred restaurant, which is denoted by red book,

but India does have a green book. A green Michelin guide sites tourist destinations rather than

restaurants range from worth a trip" to "worth a detour", and "interesting". The rating systems are,

1 Star: Worth Stopping For

2 Stars: Worth a Detour

3 Stars: Worth a Trip

The process of Michelin is very discrete in nature. The Michelin officers visit the establishment

without prior notice and checks smallest of details to finally judge the worth of the restaurant.

Indian restaurant with Michelin stars are example Tamarind and Rasoi in London. There are also

restaurants like Junoon and Tulsi in New York.

In 2010 Michelin guide awarded Japan as the country with most number of stars which created an

issue and rumour of Michelin awarding stars to establish their tire selling business in Japan. This

even created a problem for Japanese chefs who started getting unexpected reservations expecting

creativity whereas they preferred traditional cooking.

1.2 AA rosette

The AA rosette is one of the UK's most standard and trusted brands in applauding and rating

hotels restaurants and guest accommodations. With over 100 years of experience it is an

important tool to subdivide restaurants in United Kingdom

Background–AA rosette guide

One rosette



Chefs should portray a mastery of basic skills and knowledge and be able to produce dishes of

sound quality with clarity of flavors, fresh ingredients.

Two rosettes

Innovation, greater skill, consistent and judgment in pairing and balancing ingredients are

essential at this level of cookery.

Three rosettes

Game of big league. Anticipations from the kitchen are high: precise technique, flair and

creativity must be seen in every plate and usage of fresh ingredients and balancing the flavors are

all-important.

Four rosettes

Four, this level, not only should skills be mastered, but there should also be courageous ideas, and

they should click together. There is no room for mistakes. Flavors should be fresh and able to

create a wow factor in the mouth.

Five rosettes

Supremacy honor is bestowed only when the cooking is at the pinnacle of accomplishment.

Flavors, pairings and textures show a flawless sense of balance, making each dish unique and

memorable.

India is a growing nation in reference to acceptance for international cuisine and restaurant

concept. Till date “HOME COOKED FOOD” is considered the best and is always preferred.

Though, within the past few years considering the population age shift the country has positively

witnessed a change in preferences and trends in regards to restaurant dining.

The Indian restaurant industry is growing at an annual rate of 7% and is worth Rs.75,000 crores.

The organized segment customs to a little more than 3000 outlets and highly uneven with 1.5

million eating outlets. However, the organized segment is speedily growing at an annual rate of

16%. With a growth rate of 21%, Quick service segment is the perfect winner in the eating out

market.



Organized Segment is expected to touch Rs.22, 000 crore by 2017, driven by:

Rising disposable income

Nuclear family construction

Increasing working population

Speedy urbanization and consumerism

Increased private equity interest

"Indians on an average eat out lesser than 2 times a month, compared to 40 times in Singapore.

Even a small increase in this number provides a huge market opportunity for restaurants in

India." (Source: India - TTM Multiples as on 14 March 2013)

For India to accept the concept of dining out on a frequent basis one has to get new trends that

appeals to the general public. Hour of the need is to have a long term benefit (health) rather than a

short term (convenience).

According to Hudson Riehle, senior vice president of the National Restaurant Association‟s

research and knowledge group“Today‟s consumers are more interested than ever in what they eat

and where their food comes from, and that is reflected in our menu trends research. True trends –

as opposed to temporary fads – show the evolution of the wider shifts of our modern society over

time, and focus on the provenance of various food and beverage items, unique aspects of how

they are prepared and presented, as well as the dietary profiles of those meals.”

1.3 MUMBAI

Mumbai (previously known as Bombay) is the biggest metropolis of India. A city that is full of

life and is also known for its well-known tourist‟s places, commercial hubs restaurants and



government bodies. It is also known as the financial capital of India. The city is located on the

western part of the India and is the capital of Maharashtra.

(Source: http://www.saharastar.com/about-mumbai.aspx)



1.4 RESTAURANTS IN MUMBAI

The land of seven islands- Mumbai, also known as the city that never sleeps, is a densely

inhabited city in India offering a range of culinary experiences. Restaurants across the city are in

cahoots to bring out the food connoisseurs with a range of food showcasing the art of fine dining

to mouthwatering street food. The dining experience at an upscale restaurant in Mumbai is more

or less the same as elsewhere in the world.

This city serves cuisines from practically every part of the world. Cuisine covering length and

breadth of India ( Punjabi to South Indian to Eastern Food) and International (Sushi, Chinese,

Italian, Japanese etc.). City is also home to many successful chain restaurants of the world ( KFC,

Pizza Hut, Hard Rock Café , T.G.I.F , Chilli‟s etc. ).But to get a real flavor of what's unique to

Mumbai; one will have to go a little lower down the scale and experience the street food and Irani

cafes. Most of these cafes were situated at the corner of the building in old areas and commuters

chose such spots to spend time while the hustle-bustle of the city goes on. Nevertheless the

coming up of new restaurants and cafes has almost removed these cafes from the maps; still there

are a notable few of these cafes catering to their guests.

Mumbai, like its pace, has restaurants coming up very quickly. There are various renowned

themed restaurants in this city. These restaurants offer a great dining experience for guest to have

a taste of their authentic culture.



Chapter 2

Statement of the Problem

The concept of theme based restaurant is growing at a very fast pace. Every entrepreneur wants to

be different from the rest so that a new element can be presented to the guests. Distinction is seen

in form of cuisine offered, décor, menu designing, overall concept etc. Customers have very high

demands, fulfilling of which can make a restaurant successful in the business. Since the majority

of guests are from upper-middle class to rich category, they are likely to be the ones to try new

cuisines. It would be good for the restaurant owners/managers to know what people want and

what they are searching for;. The main reasons customers choose where to dine may depend on

the authenticity of the restaurant. Or customers may desire to experience a cuisine blended like

Asian Fusion. For the newly opened fine dining restaurant, knowledge of its own image is of

great value. By conducting research on restaurant images, the marketer can ascertain whether the

image perception or services of this type of restaurant is in accordance with the needs of the target

market. If unfavorable images are developing, then entrepreneur can identify possible areas for

revision in the strategy. If favorable images are developing, then continuance of the same

marketing strategy is apposite.

Most customers never experience the authenticity of a cuisine. They may not know the difference

between what is authentic and what is, as it is said “the Indianite version”. Therefore, most people

expect their first experiences of the taste and texture of the food to be consistent in every ethnic

restaurant.

Sometimes the ambience of the restaurant will have a great effect on the preference of customers

because they are not familiar with the new setting, so they may feel uncomfortable while dining.

Also, customs of the culture like eating with chopsticks at Chinese restaurants or sitting on the

floor at Japanese restaurants may also seem awkward for customers. Restaurateur nowadays

boasts of offering “the authentic experience” but they get inclined towards the comfortable option

rather than the authentic one. Surprising to this fact, the restaurant still runs successfully.

It is said one cannot sleep well, eat well, and work well until he hasn’t dined well. Since, food is

something which bonds people culturally too; I have decided to examine an upcoming trend in the



restaurant industry- theme based restaurants. The diverse nature of themed restaurants in such a

small locality triggered me to carry out a survey getting to know about customers‟ preference

towards this aspect of dining.

The question most crucial to my study is what is the preference pattern of customers towards

themed restaurants when compared to other dining options and reasons for new restaurants

opening up at a steady pace in the locality.



CHAPTER 3

Literature Review

Understanding the guest's needs and wants is invaluable when starting a new restaurant. A lack of

understanding of customer preference leads to problems in both product and service design

(Schall, 2003). Research shows that the most successful restaurants are the ones which have

anticipated guests needs fully and are aware of customer preferences and thus create their service

strategy in line with targeted market needs (Victorinoet al, 2005). Therefore an important focus

on customer loyalty is most probably the reason to become a success in the restaurant buzz.

Generally speaking, a themed restaurant‟s main features may be described as follows:

1. Cultural resources include art, movies, sports, cartoons, pop music, old

acquaintances, fashion, the natural environment, locality, nationality and ethnicity.

2. No/ less emphasis on culinary content.

3. Menu and tableware correspondent with the theme.

4. Visible, tangible and acoustical devices include toys, décor, logos, musical

instruments and souvenirs.

5. Differences in programs and exhibitions.

6. Geographical and traditional accessibility.

(Source: Beardsworth&Bryman, 1999)

Beardsworth and Bryman (1999) also categorized four types of restaurant theming:

Ethnic theming which produces a distinctive setting which lays claim to being a reflection of

some exotic, but recognizable culture. Parodic theming on the other hand is a kind of theming

found in Rainforest Cafes, which creates a sense of involvement in the fantastic. Reflexive

theming is done by outlets like KFC, McDonald‟s etc and becomes a theme that entails a

transition from a brand in itself to a brand for itself. Reliquary theming is kind of theming

displays sacred relics and creates a sense of pilgrimage to the experience.” Such kind of theming

can be found in restaurants like Hard Rock Café, Planet Hollywood etc.South Mumbai is seen to



have the last two categories of the restaurants. KFC, Pizza Hut, Dominos etc. are reflexive themed

where as Hard Rock Café, Rude Lounge , Jugheads etc. are reliquary themed .

For the past several years, people have begun to eat out more than ever before. Today consumers

spend substantial amount of their food rupees at restaurants. These figures are expected to

increase with time. There are many factors affecting this including: an increasing amount of

single households, more families having double income providers, a need for companionship,

dieting fads, and health issues (Kalmar, 2001). Restaurants are constantly adjusting to fit the

needs of customers and to keep up with the changing times. They continue to provide the best

possible service for everyone. There will always be people who need and want to go to

restaurants. Businesses will continue to send their employees on business trips and people will

continue to want food cooked for them on special occasions or after a long hard day. Vacationers

must have a place to dine out while on the road.

Utami (2004) describes ethnic food as an admission of a different region through its categorical

cuisine and its origin. Utami (2004) further mentioned that people will anticipate the food as

ethnic who are from different area from its origin. Based on restaurant segmentation study done

by Olsen et al (2000), an ethnic restaurant is defined as full service restaurant offering dishes from

foreign origin country, for example, Japanese, Thai, Chinese, and Italian. For consumers, tradition

themed restaurant is most common. The reason why consumers dine at ethnic-themed restaurants

is variable. For some of the consumers, ethnic-themed restaurants are a connection to their culture

and a novelty too, (Negra, 2002) and interrelate with a different culture and gastronomy (Bailey

and Tian, 2002; Barbas 2003; Germann-Molz, 2003 ; Long 2003). Currently the call for ethnic

cuisine and theme restaurants has risen (Dundelston, 2003; Lewis, 2007; Wahlgreen 2005).

The author debated that in order to measure a themed restaurant, every ethnic restaurant, thathas

its design based from the crockery, food and restaurant décor of a national culture is a theme

restaurant. The example of these kinds of restaurants can be Chinese, Japanese, Mexican, Indian

and Korean. A restaurant which signifies several national decorations using traditional ethnic



colour and artefacts and serving exotic cuisine is a theme restaurant. (Walker 2007) (Source:

http://www.ukessays.com)

Upon entering a restaurant, customers will have certain perceptions of thedining experiences they

are about to encounter. A study by Sommerville (1995) divided restaurant diners into 3

categories: culture-oriented customers, restaurant-oriented customers, and preparation-oriented

customers. Each of these groups was separated by using demographic characteristics, attitudes,

and the amount of knowledge, interest, and experience with ethnic cuisines. The culture-oriented

customers were mostly age between 40 to 59 years old with a 50/50 ratio of men to women and a

comfortable household income. This group of customers looked for the new and different, and

wanted to taste untried dishes and exotic flavors. They also desired a challenge and enjoyed trying

new cuisines as a hobby. This group of customers found inauthentic cuisine with evocative decor

provided by natives to be interesting. They also liked trying special native beverages. The next

group in the study is restaurant-oriented customers mostly between the ages of 40 to 59 years old,

a 49/51 ratio of men to women and a comfortable household income though less than previous

class. This group represented 40 percent, which

is the largest segment of restaurant patrons (Papadopoulos, 1995). However, they had less

experience with ethnic food than the culture-oriented customers. They looked for good food in a

warm comfortable atmosphere. Dining in an ethnic restaurant was just another dining experience

for them. This group also liked the friendly and attentive service and was big fans of take-out and

delivery services.

The last of these groups are preparation-oriented customers, with 37%being 60 years old or older

and 73% being female and 27% male. This group likes to learn how to cook new food but is least

interested in exotic foods especially hot and spicy. They preferred restaurants that offered cooking

classes, gave away recipe cards, and had in-house ingredients available for sale (Sommerville,

1995).

A great way to refresh ones work week, is to go out for dinner with family, friends or just for

celebration. Everyone has their own taste in restaurants, from fine dining to casual, to quick



service etc. Factors other than cuisine also entice customers to experience a new restaurant or

revisit the old restaurant. While, some consumers prefer to experience the regular dining

experience. Theme restaurants cater to the demand of change for these kinds of

consumers.(Source: TheDailyMeal.com)

As mentioned by Brian Ratto (2013), when you walk into Take 27, your attention may be

captured by the Tyrannosaurus rex over the bar, the Mr. Spock costume from the “Star Trek”

movies or the John Wayne Movie posters on the back wall. Owned and operated by Georgia

Steiger of Linden, her husband Choya of Lodi and her daughter Alicia Schmid. They take pride in

personalizing their customer‟s experiences, from speciality cocktails to homemade desserts. The

new restaurant located across the movie theatre, adds to the ambience of Downtown Lodi. The

restaurant was named Take 27,as a play on the movie theme. “Take” comes from the clapper

board that is used before running a scene of a movie until the director cuts the scene. The number

27 comes from their address. Take 27 focuses on desserts made in-house. From cookies to

cheesecake, all made fresh and hot to order. They give a homemade touch to the food they cater.

And since it is located nearby a movie theatre, the customers can grab a quick bite and rush for

their movie, for the food doesn‟t take long. Meanwhile, the movie watchers can pep up for their

entertainment before or after their movie since the restaurant has much to offer than food. The

ambience of the movie theme creates a different environment from the regular dining experience.

(Source: LodiNews-Sentinel (CA) 2013)

According to Natalie Wood (2007), ethnic-themed restaurants are possibly the second most

influential socialising agents of foreign cultures, after media. An offering to the guests to have a

close peek into ones culture through food. But is this what is needed?? This paper addresses an

important question: How do spaces of consumers affect the sensitivity and parade of „authentic‟

culture? To explore this, cross- cultural qualitative study was done to examine the role of chain of

restaurants plays in demonstrating culture in various parts of the country. The picture these

restaurants provide is a mostly mainstream, outdated, inaccurate representation of their culture.

This was revealed by the findings that were indicated by the surveyed subjects.



Mumbai has many food outlets to offer. But if one wants a different dining experience and enjoys

the ambience too, then this city is a bag full of surprises. It has many theme restaurants too offer

and these restaurants are creating a market for them and expanding their wings. Some of the

theme restaurants are notably on many people‟s choice, while some are still familiarising with the

coming up of such kind of restaurants. Some of the various themed restaurants that we can talk

about. Sporting an English theme of the 90s and its complementing food, Firangi Paani has it

customers loaded with memories and a want to come back. The feel this restaurant gives is of a

British Pub and a complete getaway from bustling city of Mumbai. The customers not only

complement the ambience and the theme, they have their hands up in the air for positive reviews

regarding the food and drinks they have on the menu. For a market of people who love regional

cuisine and want to experience the feel of a rural area, The Village is popular among the

demographics. Along with various muti-cuisine restaurants, themed restaurants are offering a

wide variety and a good scope to experience a whole new dining experience.

According to Amelia Jenkins (2012), many people have a vision to open a theme restaurant.

Independent restaurant owners get to plan their own business, design their own menu and plan

their own décor. Unluckily the independent restaurant business comes with its fair share of

problems and restaurant owners face many challenges.

Financial

Many new restaurant owners undervalue the start-up capital they will need to open and run a new

restaurant. In order to buy furniture and decorations, hire a new waiter and hostess, have a supply

of the kitchen and bar areas, huge sums of capital are needed by new owners. After months or

even several years of opening, good revenue is not achieved by most new restaurants. During

recession, when restaurants have rarer customers, owners suffer a great amount financially and

thus affect their business drastically.

Planning



A decent location, a theme or style that appeals to a wide range of customers and a solid menu, is

what requires a restaurant to be successful. Restaurants must stand out in the crowd, especially

themed restaurants in urban areas with great competition. In order to ensure that restaurants are

giving the customers what they want, the restaurant owners must continually analyse their menu

and other aspects. If customers do not revel in the entire dining experience what they want or

express how they want their experience to be the next time they visit, the owner will start to lose

business and good word-of-mouth advertising. Thus, planning should be done well in advance to

create a good dining experience for each customer through their overall theme and the

complementing food and décor.

Managerial

Even though a restaurant‟s theme and décor has much to offer to its customers, active care must

be taken to ensure that there are efficient staffs to create the experience for the guests. Thus the

wait, bar staff and the hostess are a large part of a restaurant‟s achievement. The owner must also

train the staff well and know how to grip disciplinary problems. Many a times, the staff of the

restaurant play an important role in showcasing the image of the restaurant to the outside world.

Thus there is a challenge for many restaurant owners to manage their staff.

Competition

Small independent restaurants in densely populated suburban areas or many cities face

competition. Same is the case for theme restaurants in the city. A burgeoning concept, themed

restaurants need a scope to expand. Enduring the competition, with the opening of many themed

restaurants in the vicinity, is a task. A themed restaurant owner must know how to advertise his

business, how to get in new customers and how to cultivate a repeat clientele. Large, well-known

themed restaurant chains typically have an easier time drawing in customers whereas independent

theme restaurant owners have to work hard to develop their own customer base.

(Source: http://smallbusiness.chron.com)



Image as described by Oxenfeldt (1974-75) is an overall impression greater thanthe sum of its parts

and considered as a combination of factual and emotional material. This viewpoint stresses that many

customers will not only hold factually based opinions about a store but also will feel certain ways

toward it (Oh, 1995). In other words, customers react to the store's characteristics, as they view them,

in an emotional way. Lindquist (1975; Oh, 1995) synthesized store image frameworks into nine

independent categories referred as image attribute groups. They are considered as the most

comprehensive empirically image attributes and provide a good general base that restaurant managers

can use in formulating store image (Rosenbloom, 1981; Oh, 1995).They are classified as follows:

1. Merchandise: refers to all the goods and services offered by the Restaurant such as quality,

selection, styling, guarantees, and pricing.

2. Service: service in general, sales, the presence of self-service, delivery service, and the credit

policies of the store.

3. Clientele: social class appeal, self-image congruence, and store personnel.

4. Physical facilities: elevators, lighting, air, conditioning, washrooms, store layout, aisle placement

and width, carpeting, and general architecture.

5. Convenience: the three dimensions of this category are general convenience, location convenience,

and parking.

6. Promotion: advertising and displays, and symbols and colors.

7. Store atmosphere: attributes that contribute the customer's feeling of warmth, acceptance, or ease

conveyed by the store.

8. Institutional factors: reputation, and reliability.

9. Post-Transaction Satisfaction: consumer satisfaction

Gender: the restaurateurs must seek to know if female patrons have different perceptions of what is

important when compared with males due to the increase in female food-service patrons. Romeo

(2002) indicated that females are typically getting treated worse than Males when dining out

(Soriano, 2002).



Age: According to Siudzinski (2001), the profile of employees has to be appropriate to the age of

customers. Bell (1993) concluded that restaurateurs must always search for strategies to market to the

post-baby-boomers (Soriano, 2002).

Restaurants new and old have been in the game of serving food. Some are serving generation kept

secret recipes while others are taking a new approach and mixing things up. Recently a Bombay

themed restaurant based on the concept of IRANI CAFES from the 19th

century won the award for

best eatery beating U.K‟s Michelin star diners. “DISHOOM” was listed under top 100 restaurants by

yelp. It won past REGENCY CAFÉ and famous DINER by HESTON BLUMENTHAL.

SOURCE: Bombay-themed diner voted best restaurant in UK: PTI | London February 3, 2015

China opened a new themed restaurant where the décor is in form of a toilet. The seats are in shape of

a bidet and cushions in shape of poop! The food is also served in small chinaware resembling bidets.

The craze has flown town to town where people expect that the food won‟t taste like the dish it is

served in. Toilet restaurants are growing on a huge pace across China, in cities including Chongqing,

Shanghai, Kunming and Hangzhou.

Source: Bog-standard restaurant! New toilet-themed restaurant where diners eat out of bidets opens

in china, By Ellie Buchdahl, Published: 16:36 GMT, 9 September 2013

Opened in Tokyo, the restaurant offers "gorgeous and gothic dining", but what they are offering is an

opera-themed dining. The sauces are plated like musical notation;chocolate is written is the words

“opera” on the dessert plate. The setup demonstrates an opera where the tables are made up of

marbles and music is opera. The main focus is not the food but the décor, which seems to attract

many. Source: Tokyo's theme restaurants, By Chris Michael, Thursday 27 November 2008

If one has ever wondered to eat like Batman, it is possible. A restaurant in USA came up with a

concept of 250 cover restaurant overlooking Gasconade River. THE CAVE, Richland, MO offers an

all American love i.e. steakhouse menu where guests can order loads of cheese and fries. For an

http://www.financialexpress.com/author/pti/

http://www.dailymail.co.uk/home/search.html?s=&authornamef=Ellie+Buchdahl

http://www.theguardian.com/profile/chris-michael



exceptional dining or photography experience one should request a table next to the crude

mountain lion taxidermy.

Source: thecaverestaurantandresort.com

A sports bar, one of its kinds in the city. Manchester United – a hub for football lovers and

Manchester United‟s diehard fans around the city. One can not only view the live screening of the

game but can come close to visit the mecca of football itself. It has a Wall of Fame and The Dugout

area, just like a real stadium. To fuel the adrenalin rushing through the veins café and bar has a wide

range of dishes on the menu with few like United Nachos, Fire Cracker Prawns, and Sloppy Joe

Chicken burger being the crowd favorite.

Another addition to Mumbai‟s nightlife stop is Santein Bandra. There are as fine-casual can go.

Tables floating in thin air, cozy tables for the romantic and a horse carriage out of the blue. This hip

yet off-the-cuff bar even allows guests wearing shorts and slippers. The menu is a spice mix of dishes

such as Reddy Steady Gambas (Andhra inspired prawns) and Kheema Malabari Quesadilla. Old

school Gymkhana Sandwich, Baida Roti and Kheema and Egg Bhurji on Brioche are always there for

non-experimental types. The bar at Santespurs up cocktails that‟ll make anyone revisit the sober

childhood with the taste of Dairy Milk Martini, Rum n Coke Float etc. These types of setup add to

never ending list of new kind of dining experience for mumbaikars.

Source: http://timescity.com/blog/new-eateries-in-mumbai/



Chapter 4

Research Methodology

4.1 Introduction

A research has to be well planned, organized and structured. The methodology used determines

the success of any research in order to achieve the set standards and goals of the research AN

ANALYTICAL STUDY ON CUSTOMER PREFERENCE AND SUCCESS FACTOR OF

RESTAURANTS IN SOUTH MUMBAI has been acknowledged and the research methods

pursued by the researcher so as to study the problem have been highlighted in this chapter. This

chapter highlights the process and techniques used for collecting, analyzing and interpreting

primary data.

4.2 Purpose of the research

Robson (1993), states that methodology helps to determine the technique in order to find a

solution to an issue or a research question. In order to attain the desired outcome, it also identifies

the procedure undertaken. Thus, a systematic and well-structured means of analyzing the data is

signified by the research. The purpose of the research identifies the aim of the researcher and the

means to achieve it.

4.3 Research Design

The research has been designed in accordance with the theme of the study which is a quantitative

research. The main purpose of the study is to identify the preference of customers regarding

dining at themed restaurants in South Mumbai.



4.4 Research question

A research question can be defined as an assertion that clearly states the phenomenon to be

researched upon. the questionnaire used in this study is adopted from a study already carried out

by hwang-linhsu, instructor, chienkuo technology university, customer perceptions for

expectations and acceptance of an authentic dining experience in Thai restaurants by Piyavan

Sukalakamala, b.i.d and a study of customer loyalty and the image of the fine dining restaurant by

Rasha Alieliwa bachelor of tourism and hotel administration Helwan university Cairo, Egypt.

Based on the above questionnaire, the questionnaire has been adopted as following:

Table 1: Questionnaire of Preferences Related to Themed Restaurants

Group No. of Item and Main Content Measure

Evaluation of Themed

Restaurant

1) Menu 2)Location 3) Service staff

4) Cleanliness of overall area 5)

Nutritional Quality 6)Attractiveness of

menu 7) Lighting Design8)

Background Music 9) Speed of

service 10) Parking availability 11)

Memorable Experience

Interval

(5-point

Likert-type)

Follow-up Questions 12) Education level

13) Willingness to pay (in Rs)

14) Frequency of visiting themed

restaurants per 15) Preference while

dining out

Interval

Interval

Demographic Attributes 16) Occupation

17) Age

Nominal

Nominal



4.5 Research Method

The survey was conducted in December 2013 with the help of 101 questionnaires using five-point

Likert-type scale intended to identify respondents‟ preferences regarding themed restaurants in

South Mumbai. Interviewers had been taught previously and were ready to direct the survey.

Survey participants were interviewed through a convenient sampling approach in themed

restaurants of Mumbai. Respondents were asked to answer every item in the questionnaire. The

results of the survey are as follows.



Chapter 5

Data Analysis

5.1 Introduction

Data Analysis is carried out so as to prove the research question correct and upkeep it with the

data. In this chapter, the researcher will examine the data composed from the primary research in

order to come to come to a conclusion and prove the research question accurate. The researcher

collected the data by means of semi-structured interviews. Hence, the researcher moved towards

the analysis by first recording the interviews and studying each one in detail. Following the

transcribing and studying the above mentioned interviews in detail, the researcher acknowledged

the emerging themes and the customer preference from all the observed data collected. Similar

themes or covering themes have been merged by the researcher into one theme so as to dodge

repetition and confusion. The survey questionnaires were coded and analysed by using the

statistical package for Social Sciences (SPSS 14.0). Frequency counts and percentages were

applied on all variables of the survey. Mean scores were applied on various variables. Two

statistical techniques were used: (1) Descriptive statistics that consisted of frequency descriptions;

and (2) Inferential statistics that included one way ANOVA (analysis of variance), chi-square test

Descriptive statistics were utilized to display the distribution of the demographics and dining

behaviour of the respondent, as well as to provide the result of the customer loyalty. The

statistical factor analysis approach was used to analyse interrelationships among a large number

of variables and explained these variables in terms of their common underlying factor dimensions.



5.2Frequency of Theme of restaurant

Statistics

Theme

Frequency Percent Valid Percent

Cumulative

Percent

Valid American 2 1.0 1.0 1.0

Any 2 1.0 1.0 2.0

Chinese 7 3.4 3.4 5.4

Continental 10 4.9 4.9 10.2

European 3 1.5 1.5 11.7

Indian 100 48.8 48.8 60.5

Italian 18 8.8 8.8 69.3

Japanese 4 2.0 2.0 71.2

Mediterranean 3 1.5 1.5 72.7

Mexican 5 2.4 2.4 75.1

Moroccan 5 2.4 2.4 77.6

Oriental 40 19.5 19.5 97.1

Spanish 2 1.0 1.0 98.0

Thai 4 2.0 2.0 100.0

Total 205 100.0 100.0



Inferences

Out of valid 205 responses a total of 14 different themes of restaurants where reviewed. The

results showed that INDIAN THEME constituted the highest i.e. 48.8% followed by ORIENTAL

with 19.5%



5.3 Age

Age


Cumulative

Percent

Valid genY 134 65.4 65.4 65.4

genX 51 24.9 24.9 90.2

genBoom 15 7.3 7.3 97.6

genTrad 5 2.4 2.4 100.0

Total 205 100.0 100.0

Inferences

The results show that a total of 65.4% are in the age group of 18-27 i.e. genY ,24.9% of the

respondents are between the age group of 28-43 years i.e. genX, , 7.3% of the respondents

between the age group of 44-60 i.e.genBOOM, and 2.4% of the respondents are between the 61-

89 i.e. genTRAD



5.4 PROFESSION

Profession

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Army 2 1.0 1.0 1.0

Assistant Manager 2 1.0 1.0 2.0

Athelete 4 2.0 2.0 3.9

Chartered

Accountant 6 2.9 2.9 6.8

Chef 1 .5 .5 7.3

Doctor 24 11.7 11.7 19.0

Engineer 26 12.7 12.7 31.7

Foodie 6 2.9 2.9 34.6

Government

Official 10 4.9 4.9 39.5

Human Resource 1 .5 .5 40.0

Pilot 1 .5 .5 40.5

Professor 5 2.4 2.4 42.9

Self employed 15 7.3 7.3 50.2

Service 12 5.9 5.9 56.1

Student 79 38.5 38.5 94.6

Teacher 11 5.4 5.4 100.0

Total 205 100.0 100.0



Inferences

Responses from a total of 16 professions where obtained where, STUDENT constituted for 38.5%

and ENGINEER constituted for 12.7%, being the highest two.



5.5 Education Level

EDUCATION LEVEL


Cumulative

Percent

High school graduate 21 10.2 10.2 10.2

Some college 24 11.7 11.7 22.0

College graduate 52 25.4 25.4 47.3

Some graduate study 21 10.2 10.2 57.6

Graduate/professional 81 39.5 39.5 97.1

Other 6 2.9 2.9 100.0

Total 205 100.0 100.0

Inferences

Results show that GRADUATE/ PROFESSIONALS made up 39.5% of the responses and then

followed by College Graduates with 25.4%, whereas HIGH SCHOOL GRADUATES made up

10.2%, SOME COLLEGE 11.7%, SOME GRADUATE STUDY 10.2% and OTHERS 2.9%



5.6 Willingness to pay

Pay


Cumulative

Percent

Valid Rs 600 - 800 93 45.4 45.4 45.4

Rs 800 - 1000 40 19.5 19.5 64.9

Rs 1000 - 1500 40 19.5 19.5 84.4

Rs 1500 and above 32 15.6 15.6 100.0

Total 205 100.0 100.0

Inferences

Under Willingness to pay RS 600-800 constituted 45.4%, RS 800-1000 19.5% RS 100-1500

19.5% and RS 1500 and above 15.6%



5.7 Frequency of visit to a restaurant

Frequency

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Once a month 95 46.3 46.3 46.3

Once in four

months 65 31.7 31.7 78.0

Once in six months 22 10.7 10.7 88.8

Once a year 11 5.4 5.4 94.1

Others 12 5.9 5.9 100.0

Total 205 100.0 100.0

Inferences

Frequency of visit of restaurants, once a month made up 46.3%, once in four months made up

31.7%, once in six months made up 10.7%, once in a year made up 11% and OTHER made up

12%



5.8Preference

Preference


Cumulative

Percent

Valid Fine Dining Restaurants 75 36.6 36.6 36.6

Casual Dining Restaurants 61 29.8 29.8 66.3

Quick Service Restaurants 31 15.1 15.1 81.5

Themed Restaurants 38 18.5 18.5 100.0

Total 205 100.0 100.0

Inferences

The results of the survey done to analyse what kind of places respondents prefer while dining out

are. 36.6% of the respondents prefer a fine dining restaurant, 29.8% chose casual dining as an

option, 15.1% of the respondents were for quick service restaurants and a total of 18.5% of the

respondents preferred themed restaurants as a dining out option.



5.9 ATTRACTIVNESS


Cumulative

Percent

Valid STRONGLY DISAGREE 3 1.5 1.5 1.5

DISAGREE 2 1.0 1.0 2.4

NEUTRAL 22 10.7 10.7 13.2

AGREE 79 38.5 38.5 51.7

STRONGLY AGREE 99 48.3 48.3 100.0

Total 205 100.0 100.0

Inferences

The statistics regarding the menu attractiveness are as follows 48.3% of the respondents strongly

agree that the menu design should be attractive. 38.5% respondents agree, 10.7% were neutral,

1% disagree and a total of 1.5% strongly disagree.



5.10 SERVICE STAFF

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid STRONGLY

DISAGREE 1 .5 .5 .5

DISAGREE 7 3.4 3.4 3.9

NEUTRAL 13 6.3 6.3 10.2

AGREE 75 36.6 36.6 46.8

STRONGLY AGREE 109 53.2 53.2 100.0

Total 205 100.0 100.0

Inferences

The results show that 53.2% of the respondents strongly agreed that the speed of service is

important. 36.6% agree, 6.3% of the respondents were neutral, 3.4% disagree and a total of 0.5%

of the respondents strongly disagree.



5.11 Cleanliness

Inferences

The percentage of the respondents regarding the cleanliness of the restaurant was, 64.9% strongly

agree that the restaurant should maintain cleanliness and hygiene. A total of 21.5% agree, 9.3% of

the respondents were neutral and 3.9% disagree.

Cleanliness


Cumulative

Percent

Valid STRONGLY DISAGREE 1 .5 .5 .5

DISAGREE 8 3.9 3.9 4.4

NEUTRAL 19 9.3 9.3 13.7

AGREE 44 21.5 21.5 35.1

STRONGLY AGREE 133 64.9 64.9 100.0

Total 205 100.0 100.0



5.12 Nutrition

Nutrition

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid STRONGLY

DISAGREE 3 1.5 1.5 1.5

DISAGREE 6 2.9 2.9 4.4

NEUTRAL 36 17.6 17.6 22.0

AGREE 79 38.5 38.5 60.5

STRONGLY AGREE 81 39.5 39.5 100.0

Total 205 100.0 100.0

Inferences

The percentage of the respondents regarding the nutrition of food of the restaurant was, 39.5%

strongly agree that the restaurant should maintain cleanliness and hygiene. A total of 38.5% agree,

17.6% of the respondents were neutral and 2.9% disagree.



5.13 Menu

Menu

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid STRONGLY

DISAGREE 1 .5 .5 .5

DISAGREE 11 5.4 5.4 5.9

NEUTRAL 37 18.0 18.0 23.9

AGREE 88 42.9 42.9 66.8

STRONGLY AGREE 68 33.2 33.2 100.0

Total 205 100.0 100.0

Inferences

The statistics regarding the menu design are as follows. 33.2% of the respondents strongly agree

that the menu design should be attractive and provided variety. 42.9% respondents agree, 18.0%

were neutral, 5.4% disagree and a total of 0.5% strongly disagree.



5.14 Lighting

Lighting

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid DISAGREE 5 2.4 2.4 2.4

NEUTRAL 35 17.1 17.1 19.5

AGREE 96 46.8 46.8 66.3

STRONGLY

AGREE 69 33.7 33.7 100.0

Total 205 100.0 100.0

Inferences

A total of 33.7% respondents strongly agree that the lighting design is important to be according

to the theme. 46.8% agree, 17.1% were neutral, 2.4% disagree and 0% of the respondents strongly

disagree



5.15 Background Music

Inferences

The statistics showed that 33.2% of the respondents strongly agree taking the background music

into consideration. A total of 44.9% agree, 16.1% were neutral, 5.4% of the respondents disagree

and a total of 0.5% of the respondents strongly disagreed.

Background Music

Frequency Percent Valid Percent Cumulative Percent

Valid STRONGLY DISAGREE 1 .5 .5 .5

DISAGREE 11 5.4 5.4 5.9

NEUTRAL 33 16.1 16.1 22.0

AGREE 92 44.9 44.9 66.8

STRONGLY AGREE 68 33.2 33.2 100.0

Total 205 100.0 100.0



5.16 Speed of Service

Speed

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid STRONGLY

DISAGREE 3 1.5 1.5 1.5

DISAGREE 5 2.4 2.4 3.9

NEUTRAL 11 5.4 5.4 9.3

AGREE 84 41.0 41.0 50.2

STRONGLY AGREE 102 49.8 49.8 100.0

Total 205 100.0 100.0

Inferences

The results show that 49.8% of the respondents strongly agreed that the speed of service is

important. 41.0% agree, 5.4% of the respondents were neutral, 2.4% disagree and a total of 1.5%

of the respondents strongly disagree



5.17 Parking

Parking

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid STRONGLY

DISAGREE 1 .5 .5 .5

DISAGREE 9 4.4 4.4 4.9

NEUTRAL 28 13.7 13.7 18.5

AGREE 83 40.5 40.5 59.0

STRONGLY AGREE 84 41.0 41.0 100.0

Total 205 100.0 100.0

Inferences

The responses show that 41% of the respondents strongly agree that the availability of parking

space is necessary, 40.5% agree, 13.7% respondents were neutral, 4.4% disagree regarding the

availability of the parking space



5.8 Memorable experience

Memorable

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid STRONGLY

DISAGREE 1 .5 .5 .5

DISAGREE 4 2.0 2.0 2.4

NEUTRAL 33 16.1 16.1 18.5

AGREE 76 37.1 37.1 55.6

STRONGLY AGREE 91 44.4 44.4 100.0

Total 205 100.0 100.0

Inferences

The results of the study show that 44.4% of the respondents strongly agree that themed

restaurants provide a memorable and a valuable experience, a total of 37.1% agree and 16.1% of

the respondents were neutral towards this question.



5.16 Kind of experience preferred

Kind

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Tried and tested 64 31.2 31.2 31.2

Experimenting with

new cuisine and new

restaurants

141 68.8 68.8 100.0

Total 205 100.0 100.0

Inferences

The statistics showed that 31.2% of the respondents prefer tried and tested restaurants A total of

68.8% prefer experimenting with new cuisine and new restaurants.



5.17 Overall satisfaction

Overall

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Very

dissatisfied 1 .5 .5 .5

Dissatisfied 8 3.9 3.9 4.4

Neutral 35 17.1 17.1 21.5

Satisfied 130 63.4 63.4 84.9

Very Satisfied 31 15.1 15.1 100.0

Total 205 100.0 100.0

Inferences

The results show that 15.1% of the respondents were very satisfied 63.4% were satisfied, 17.1%

were neutral , dissatisfied 3.9% and 0.5% very dissatisfied.



CROSSTABULATION

5.21.1Age* Frequency of visit to the restaurant

Age * Frequency Crosstabulation

Count

Frequency

Total

Once a

month

Once in four

months

Once in six

months

Once a

year Others

Age genY 65 43 13 5 8 134

genX 20 17 6 4 4 51

genBoom 7 3 3 2 0 15

genTrad 3 2 0 0 0 5

Total 95 65 22 11 12 205

Inferences

Results show that 65 genY visit once a month 43 visit once in four month and 13 visit once in six

month 5 visit once a year

20 genX visits once a month 17 visit once in four month 6 visit once in six month and 4 visit

once a year

7 genBOOM visit once a month 3 visit once in four month 3 visit once in six month and 2 visit

once a year

3 genTRAD visit once a month 2 visit once in four month 0 visit once in six month and 0 visit

once a year



5.21.2Kind of places you prefer while dining out * Age

Preference * Age Cross tabulation

Count

Age

Total genY genX genBoom genTrad

Preference Fine Dining Restaurants 53 18 2 2 75

Casual Dining

Restaurants 42 12 6 1 61

Quick Service

Restaurants 21 6 3 1 31

Themed Restaurants 18 15 4 1 38

Total 134 51 15 5 205

Inferences

Statistics show that genY prefers fine dining restaurants,genX prefers fine dine restaurants,

genBoom prefers casual dining restaurants and genTRAD prefers fine dining restaurants.



5.21.3Age * Willingness to Pay Chi-Square Tests

Age * Willingness to Pay Cross tabulation

Pay

Total

Rs 600 - 800 Rs 800 - 1000

Rs 1000 -

1500

Rs 1500 and

above

Age genY Count 76 30 18 10 134

% of Total 37.1% 14.6% 8.8% 4.9% 65.4%

genX Count 17 8 12 14 51

% of Total 8.3% 3.9% 5.9% 6.8% 24.9%

genBoom Count 0 1 8 6 15

% of Total .0% .5% 3.9% 2.9% 7.3%

genTrad Count 0 1 2 2 5

% of Total .0% .5% 1.0% 1.0% 2.4%

Total Count 93 40 40 32 205

% of Total 45.4% 19.5% 19.5% 15.6% 100.0%



Chi-Square Tests

Value df

Asymp. Sig.

(2-sided)

Pearson Chi-Square 47.456a 9 .000

Likelihood Ratio 52.237 9 .000

Linear-by-Linear

Association 40.586 1 .000

No of Valid Cases 205

Inferences

Chi square test was conducted to test whether there existed any association between age and

willingness to pay by the customers. Since the p value was less than 0.05, based on the samples

we conclude that there exist an association between the two attributes.



5.21.4 One way ANOVA test

Age * Cleanliness of the overall area

Cleanliness

N Mean Std. Deviation Std. Error

95% Confidence Interval for Mean

Minimum Maximum Lower Bound Upper Bound

genY 134 4.5970 .79585 .06875 4.4610 4.7330 1.00 5.00

genX 51 4.2157 .94475 .13229 3.9500 4.4814 2.00 5.00

genBoom 15 4.2000 .77460 .20000 3.7710 4.6290 2.00 5.00

genTrad 5 4.2000 1.09545 .48990 2.8398 5.5602 3.00 5.00

Total 205 4.4634 .85456 .05969 4.3457 4.5811 1.00 5.00

ANOVA

Cleanliness

Sum of Squares df Mean Square F Sig.

Between Groups 6.909 3 2.303 3.259 .023

Within Groups 142.066 201 .707

Total 148.976 204

Multiple Comparisons

Cleanliness

Tukey HSD

(I) Age (J) Age Mean Difference (I-J) Std. Error Sig.

95% Confidence Interval

Lower Bound Upper Bound

genY genX .38133* .13832 .032 .0230 .7397

genBoom .39701 .22890 .309 -.1960 .9900

genTrad .39701 .38293 .728 -.5950 1.3890

genX genY -.38133* .13832 .032 -.7397 -.0230

genBoom .01569 .24694 1.000 -.6240 .6554

genTrad .01569 .39398 1.000 -1.0050 1.0363

genBoom genY -.39701 .22890 .309 -.9900 .1960

genX -.01569 .24694 1.000 -.6554 .6240

genTrad .00000 .43414 1.000 -1.1247 1.1247



Inferences

One way ANOVA test was conducted to test whether there existed a significant difference

between age groups and cleanliness of the restaurant. Null hypothesis is stated as there are no

difference in mean values of cleanliness with respect to the factors considered i.e. genX, genY,

genBOOM and genTRAD. Since p<0.05, based on the samples we conclude that the hypothesis

stands incorrect and there exists a significant difference. Post-hoc test was conducted to find out

among which groups the significant difference existed, which resulted in the rejection. From the

table above, we can observe that p value is <0.05 for the group genX and genY. Hence there is a

significant difference between these groups whereas we can observe that rest of the p values are

above 0.05 for the rest of the combinations.



Chapter 6

Summary and conclusions

Considering the categories of Music, Decoration and Cleanliness majority were influential to the

price of themed restaurants. This indicates that decoration, cleanliness and background music are

important to people. Within the factor of “Quality of Service,” the categories of Speed of Service

of the overall area were influential to preferring themed restaurants in South Mumbai. Within the

factor of the categories of Availability of Parking and Location were influential to preferring

themed restaurants.

It is logical to infer that these two geographic variables influence the customers‟ preference of

choosing a themed restaurant. Two tests namely chi-square test and One way variable ANOVA

test was conducted to test certain hypothesis. Chi-square test was conducted to test whether there

existed any association between age and willingness to pay by the customers. Since the p value

was less than 0.05, based on the samples we concluded that there existed an association between

the two attributes.

One way ANOVA test was conducted to test a hypothesis of any association between age and

cleanliness of the restaurant. The hypothesis assumed that there are no differences in mean values

of the factors considered i.e. genX, genY, genBOOM and genTRAD. Since p<0.05, based on the

samples we concluded that the hypothesis stands incorrect and thus post-hoc test was conducted

to find out the factors for reasoning the rejection.

Rounded upon the data collected, it was clear that location, helpful attitude of the staff,

cleanliness and décor were useful in calculating WTP (Willingness to pay). These were the

factors that contributed to highlight the dining experience of the customers with consistent

performance and quality assurance. As the owners express the restaurant concept to a more

sophisticated level, showcases an understanding that sells, as mentioned by Pine & Gilmore,

1998.



The marketing management and expansion plans of promoting standalones and authentic theme

based restaurants in Mumbai can be viewed with a help of the conclusions of the study. Future

research could be conducted for the combination for customers‟ satisfaction level of food and

service quality and the image agreement level from the customers‟ point of view on customer

loyalty at different restaurant categories. Differences may exist in the customers‟ behaviors

towards other categories of restaurants. This will help restaurant managers to implant more

effective strategies in order to expand customer loyalties.



Annexures

Questionnaire

Theme:

Age: yrs

Occupation:

1. Education level

High school graduate

Some college

College graduate

Some graduate study

Graduate/professional

Other

2. How much are you willing to pay per meal for one person?

Rs. 600-800

Rs.800- 1000

Rs.1000- 1500

Rs.1500 and above

3. How frequently do you visit themed restaurants in a year?

Once a month

Once in four months



Once in six months

Once a year

Others (Please specify)

4. What kind of places do you prefer while dining out?

Fine Dining Restaurants

Casual Dining Restaurants

Quick Service Restaurants

Themed Restaurants

QUESTIONS STRONGLY

AGREE

AGREE NEUTRAL DISAGREE STRONGLY

DISAGREE

5. Menu should be attractive

and reflect image of The

Fine dining restaurant

6. The location of the

restaurant should be

convenient (Closer to

home)

7. The service staff should

have a helpful attitude

8. Cleanliness of the overall

area is important

9. The nutritional quality of

items should be as

expected in upscale

restaurants



16. What kind of experience would you prefer?

Tried and tested

Experimenting with new cuisine and new restaurants

17. Please rate your overall satisfaction with The Fine dining restaurant.

Very Satisfied

Satisfied

Neutral

Dissatisfied

Very dissatisfied

10. Attractiveness and variety

in menu design is

important

11. The lighting design should

be according to the theme

12. The background music

complementing the theme

is important

13. Speed of service is

important

14. Availability of parking

space is an essential factor

15. Themed restaurants

provide a memorable and

valuable experience



PLAGIARISM REPORT

Turnitin Originality Report

res by Kunal B From 2014-15 final year project (2014-15 final year project)

Processed on 06-Apr-2015 12:46 PM SGT ID: 524975749 Word Count: 10266

Similarity Index 29% Similarity by Source Internet Sources:

27% Publications:

7% Student Papers:

15%



References:

Beardsworth, A &Bryman, A (1999). Late modernity and the dynamics of qualification.

The case of the themed restaurant. The Sociological Review, 47(2), 228-257

Beardsworth, A &Keil, T, (1997), Sociology on the Menu: An invitation to the study of

food and society. London:Routledge.

Cape Cod Times (Hyannis, MA)

Cooper, C., Fletcher, J. Fyall, A. Gilbert, D. and Wanhill, S. (2008) Tourism Principles

and Practice, 4th

ed. England: Pearson Education Ltd.customer choices in the hospitality

industry. Journal of Managing Service

D.I. (1996). Psychology: Mind, brain and culture. New York: John Wiley &Westen Sons,

Inc.

George, T R^ (2001). Dining Chinese: A Consumer Subgroup Comparison

Gibson, J. J. (1979). The Ecological Approach to Visual Perception. Boston: Houghton

Mifflin.

Gray, W. S., &Liguori, S. C. (1990). Hotel and Motel Management and Operations. NJ:

Prentice Hall.

Hanemann, W. M. (1994). Valuing the environment through contingent valuation. The

Journal of Economic Perspectives, 8(4), 19-43.

Hotel and Restaurant Administration Quarterly, 44(2), 51-65.

http://restaurant-ingthroughhistory.com/2010/04/01/birth-of-the-theme-restaurant

http://smallbusiness.chron.com

http://smallbusiness.chron.com

http://timescity.com/blog/new-eateries-in-mumbai/

http://www.bizjournals.com

http://restaurant-ingthroughhistory.com/2010/04/01/birth-of-the-theme-restaurant

http://smallbusiness.chron.com/

http://smallbusiness.chron.com/

http://www.bizjournals.com/



http://www.jgbm.org/page/9%20Hwang-Lin%20Hsu%20.pdf

http://www.saharastar.com/about-mumbai.aspx

http://www.ukessays.com

http://www.ukessays.com/essays/tourism/lifestyle-theme-based-restaurant-in-klang-

valley-tourism-essay.php#ixzz2mKitpwJl

http://www.ukessays.com/essays/tourism/lifestyle-theme-based-restaurant-in-klang-

valley-tourism-essay.php#ixzz2mKgcYuZs

http://www.zomato.com/london/restaurants/q=themed+restaurants

http://www.zomato.com/london/restaurants/q=total+restaurants

http://www.zomato.com/mumbai/restaurants/q=themed+restaurantspage

http://zagat.com/search/place/text=themed/20restaurants%20in/%20york

https://www.thecaterer.com/articles/306037/aa-rosette-rated-restaurants

India - TTM Multiples (14 March‟13) .Indian Restaurant Industry | What‟s On Your

Menu?

International Journal of Contemporary Hospitality Management; 2011, Vol. 23 Issue 5,

p662-680, 19p

International Journal of Contemporary Hospitality Management; 2011, Vol. 23 Issue 5,

p662-680, 19p

Journal of Restaurant & Food SetviceMarketing.4(2), 67-86.

Laermans, R. (1993). Learning to consume: early department stores and the shaping of

modern consumer culture (1860-1914). Theory, Culture and Society. 10, 79-102.

LodiNews-Sentinel (CA) 2013

Lynne Olver (2000). 21 September 2014. Food Timeline Food history research tips…we

make food history fun!

Mennell, S. (1985). All manners of food: Eating and taste in England and France from the Middle

Ages to the present. Oxford: Blackwell.

http://www.jgbm.org/page/9%20Hwang-Lin%20Hsu%20.pdf

http://www.ukessays.com/

http://www.zomato.com/london/restaurants/q=themed+restaurants

http://www.zomato.com/london/restaurants/q=total+restaurants

http://www.zomato.com/mumbai/restaurants/q=themed+restaurantspage

http://zagat.com/search/place/text=themed/20restaurants%20in/%20york



Nation's Restaurant News; 4/18/2011, Vol. 45 Issue 8, p16-16, 3/4p

Nations‟ Restaurant News; 4/18/2011

Nevin, J. & Houston, M. (1980). Image as a Component of Attraction to

IntraurbanShopping Areas. Journal of Retailing, 56(1), 77-93.

Pegler, M. (1997). Themed restaurant design: Entertainment and fun in dining. NY:

Reporting Corporation.

Pegler, M. (1999). Entertainment dining. NY: Visual Reference Publications, Inc.

Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard

Business Review, 76(4), July-August, 97-105.

Portney, P. R. (1994). The contingent valuation debate: Why economists should care. The

Journal of Economic Perspectives, 8(4), 3-17.

Quality, 15(6), 555 – 576.

Restaurant Hospitality Exclusive Insight; 1/4/2012, p2-2, 1p

Restaurant Hospitality Exclusive Insight; 2012

Ruchi Kumar , (18/09/13), Restaurant Week Mumbai 2013: A culinary delight, Mumbai.

Savannah Morning News (GA)

Schall, M. (2003). Best practices in the assessment of hotel-guest attitudes. The Cornell

Sommerville, S^(1995, March). Attracting ethnic food dinner; as easy as one

Struthers of The Sentinal Staff,2012

The Daily Meal.com

Tourism & Hospitality Research

Tourism & Hospitality Research

Tourism & Hospitality Research; May2007, Vol. 7 Issue 3/4, p242-255, 14p, 2 Black and

White Photographstwo, three. ResfawranteL/SyA. 15(3), 34-38.

Victorino, L., Verma, R., Plaschka, G., & Dev, C. (2005). Service innovation and

http://www.dnaindia.com/authors/ruchi-kumar



Walker, J. R., & Lundberg, D. E. (2005). The Restaurant: From Concept to Operation (4th

ed.). Hoboken, NY: John Wiley & Sons, Inc.

An analytical study on customer preference and success ...eprints.manipal.edu/145418/1/AN ANALYTICAL...

Documents

Transcript of An analytical study on customer preference and success ...eprints.manipal.edu/145418/1/AN ANALYTICAL...