Research Report
Research Report2015
INTRODUCTION
Seoul Garden was established by Zingrill Holding. Zingrill
Holdings is a foodservice organization that owns and manages
renowned restaurant brand like Seoul Garden BREEKS Caf. The company
stated in 1983 with Seoul Garden which was then a fine-dining
Korean restaurant, serving authentic Korean-cuisine. The company
and its brands have since evolved through the test of
time.Nowadays, Seoul Garden is no longer a fine-dining concept
because it has stuck to its belief in serving Korean-styled cuisine
in buffet-styled format at very affordable prices. Our customer
target is who are usually young families, young adults and even
students in their teenage years. The idea of Seoul Garden is to
grow the brand in tandem with the customers from student years to
working adults to starting a family. The idea of Seoul Garden is to
develop the brand in tandem with the customers from student years
to working adult to starting a family. The range of food served by
Seoul Garden has also evolved with time to meet the local market
demands. It has been Halal Certificate to meet the growing needs of
the Muslim market but Seoul Garden still retain Korean-style flavor
that made us a household name. The General Manager of Seoul Garden
realized on the rapid development that is happening in Seri
Iskandar, Perak which could contribute new opportunities for the
company expands its market. He decided to take the opportunity to
introduce product and services of the company to the people in Seri
Iskandar and the people nearby by opening a new branch on 2016. He
wishes to have some research about the market in Seri Iskandar. As
Research Officer in the Research & Development Unit, I already
hiring by General Manager to make some research on the population
people in Seri Iskandar. The objective we make some research
towards people in Seri Iskandar is to survey on customer interest
about the ethnic food in Seri Iskandar. We also survey on the
customer behavior and customer perception in Seri Iskandar about
Seoul Garden.
4.0 ABSTRACTThis study is to help General Manager on make the
survey based on people behavior in Seri Iskandar. The General
Manager of Seoul Garden realized on the rapid development that is
happening in Seri Iskandar, Perak which could contribute new
opportunities for the company expands its market. As research
officer, we need to make a survey on people behavior in Seri
Iskandar before our company develop new branch here. Our company
used methodology to gain the information from any source. The
method that we used to collect the data is from primary data and
secondary data. The primary data that we collected are
questionnaire and observation. From the questionnaire, we
distribute to 30 of respondents who live in Seri Iskandar. We also
make the observation when we trying the dish that our competitor
prepare for customer. It is our opportunity to identify what is the
strength or what is the weakness of our company between
competitors. The secondary data that we can be collected is source
from internet. We used internet as medium to collect the data to
make our company easily to find the data. The sampling technique
that used by company is cluster sampling and convenience sampling
technique. Cluster sampling technique where our company divides
such as Taman Gemilang, Taman Sidec, Taman Maju and Pucak Iskandar.
From four area of residential, we pick randomly three areas which
is Taman Gemilang, Taman Sidec and Taman Maju. Our company chooses
the convenience sampling method where our company will randomly
choose to distribute the questionnaire.Before our company
distributes the questionnaire to respondents, we need to do a pilot
test where we select 5 people as samples for our pilot test to
answering the questionnaire given. Our company makes a pilot test
to make sure the respondent understand toward the question that
state in questionnaire. It is also can avoid people
misunderstanding during respondents answering the
questionnaire.
5.0 METHODOLOGY
According the growth of economic development, Seoul Garden
decided to open new branch in Seri Iskandar. Seri Iskandar has
higher potential to attract customer purchase our product in term
of population people. As research, we have to make a survey in term
of customer interest about the ethnic food in Seri Iskandar.
Otherwise, we also need to know about the customer behavior and
customer perception about the Seoul Garden. I used two type of data
colleting to get the information which is primary data and
secondary data. 5.1 Data collected
Primary DataAccording to Data Collecting Service website (Data
Collecting Service), the primary datameans the collected data from
a first-hand experience and is reliable and authentic. The method
to collect the primary data is questionnaire and observation. 5.1.1
QuestionnaireOur company has make 30 set of questionnaire to
distribute to people who live in Seri Iskandar. In the
questionnaire, we have prepared 20 questions that need people give
their opinion based on Seoul Garden before we open new branch in
Seri Iskandar. From that, we will know their suggestion and opinion
regarding Seoul Garden. In questionnaire, we have prepared a
question from general question, rating scale question and
open-ended question. We choose a survey for our company primary
data is make easier to respondent answer every question that state
in questionnaire.
5.1.2 ObservationOur company also makes observation in term of
restaurant that established in Seri Iskandar. We make the
observation to know whether our company has many competitor or not
in term of ethnic food. Our company makes the observation by eating
at the restaurant that majority many peoples came. The most popular
restaurant in Seri Iskandar is Lanz Caf, Double A Steamboat &
Grill and Zalila Restaurant. We have gone to Lanz Caf who provides
a good taste of food but there are bad on serving food to customer.
The majority of customers who come to Lanz Cafe are among students
from education institutions in Seri Iskandar. From that, our
company knows the majority customer come to food restaurant from
among student. From the observation, we will know the customer
majority who come to food restaurant.
5.2 Secondary Data
According to Data Collecting Service Website (Data Collecting
Service), the secondary data comes from the other resources that
have already been published. The data can be collected from other
source such as from internet, journal and newspaper. In this
survey, we used other source to collect the data by other source
such as internet. We get the source about the population people in
Seri Iskandar by using internet. According to Perak Tengah District
Council website, our company will know the population people of
Seri Iskandar. From the population people in Seri Iskandar, our
company knows whether this company suitable to established in this
area or not. From the secondary data, our company will collect many
data from many source that have on internet. The advantage of
secondary data that our company collected from the internet is cost
efficiency. By using internet to get the information can reduce our
cost that company should give each time to make a research.
However, our company can get a lot of information within a short
period of time.
5.3 Sampling TechniquesFirst step to analyze whether our company
suitable or not to introduce the product and services to people in
Seri Iskandar is our company must decide with general manager which
frame that should use to set source of material from the sample
which collected by the questionnaire. Our company needs to set the
frame that need to use such as area frame and list frame. It can
help our company identify which group of target people that will be
select to answering the questionnaire during the interview.
According to company, general manager decided to use the area frame
as our frame. We cannot use list frame because it going hard for
our company to list the entire resident who live in Seri Iskandar
So, by using the area frame, our company have decided to choose
location of our sample in Seri Iskandar.For the data collecting
technique, we decided to use the cluster sample technique where our
company divides such as Taman Gemilang, Taman Sidec, Taman Maju and
Pucak Iskandar. Our company needs to distribute the questionnaire
to 30 of respondents as our sample for this survey. From four area
of residential, we pick randomly three areas which is Taman
Gemilang, Taman Sidec and Taman Maju. For each area, we distribute
into 10 questionnaires. It area have many population number of
people where our company easily to distribute the questionnaire to
customer. The advantage of cluster sampling techniques is cheaper,
quick and easy. Our company can be distributing the questionnaire
is cheaper, quickly and easy by using this techniques because we
pick several residential area to distribute to respondent. Our
company chooses the convenience sampling method where our company
will randomly choose to distribute the questionnaire. After we have
listed all the residential area in Seri Iskandar, we need to
distribute the questionnaire freedom to respondents who are live in
that area. For each area, our company has a representative who will
approach people for the survey based on Seoul Garden. The advantage
of convenience sampling technique is less expensive, less time
consuming and most convenient. 5.4 QuestionnaireBefore our company
distributes the questionnaire to respondents, we need to do a pilot
test where we select 5 people as samples for our pilot test to
answering the questionnaire given. We do the pilot test for recheck
the questionnaire whether the respondent able to understanding the
question state in the questionnaire or not. If the questionnaire
has any misunderstanding question, we need to redesign the
questionnaire to improve the structure of question on
questionnaire. The person who is our company to be a pilot test is
Mrs. Azian Binti Abu Asan @ Abu Hassan and 4 of respondents came
from people who live in Seri Iskandar.The advantage when our
company make pilot test is make correction to each question before
we distribute the real questionnaire to people in Seri Iskandar.
Our company makes a pilot test to make sure the respondent
understand toward the question that state in questionnaire. It is
also can avoid people misunderstanding during respondents answering
the questionnaire. Questionnaire is primary data that can be
collected directly from respondents without any interruption.
FINDINGS AND INTERPRETATION
Question 1
Based on graph above, we asking for their gender when answered
this questionnaire. From 30 respondents, the majority of gender who
answered the questionnaire is male which 53% (16 person) and 47%
(14 person). This question is important to our company know because
the differences gender will give a different idea about the
company. Our company will know the strength and the weakness of
company by using the questionnaire.
Question 2
Based on graph question 2, we asking for their range of age that
divided into five level. The range of age below than 20 years old
is 3 persons, the range of age 21-30 years old is 13 persons, 31-40
years old is 9 person, 41-50 years old is 4 person and the last
range of age above than 51 years old is 1 person only. The majority
range of age respondents who answered the questionnaire is 21-30
years old. It is show that majority respondent come from teenage
age. From that, our company knows the respondents need through
product that our company served for customer.
Question 3
Based on graph above, we asking for types of occupation such as
unemployment, student, public sector, private sector and other type
of occupation. From 30 respondents, the majority of respondents
come from student which is 12 respondents. 1 respondent is
unemployment, 6 respondents come from public sector, 8 respondents
come from private sector and lastly other occupation such as
businessman represent to 3 respondents. Our company states this
question in questionnaire to know their profession in Seri
Iskandar. Our company can identify who is our customer target in
Seri Iskandar. Question 4
Based on graph above, we asking about their allowance or income.
The income level divided into seven level which is less than
RM1000, RM1001RM2000, RM2001RM3000, RM3001RM4000, RM4001RM5000 and
above than RM5000. 11 of respondents has income level less than
RM1000, 4 of respondents has income level from RM1001RM2000, 3 of
respondents RM2001-RM3000, 6 of respondents has income level
RM3001-RM4000, 4 of respondents has income level RM4001-RM5000. The
higher frequency of respondents is less than RM1000. From their
income, our company can set the price for this level income to
attract them come to Seoul Garden.
Question 5
Based on pie chart above, we asking the respondents whether they
ever go to food restaurant in Seri Iskandar or not. 26 respondents
represent 87% ever go to food restaurant in Seri Iskandar. 4
respondents that represent 13% never go to food restaurant in Seri
Iskandar. The higher respondent said that they ever go to
restaurant. The majority of respondent ever come to food restaurant
because they are come population area in Seri Iskandar.
Question 6
Based on graph above, we asking respondents about why they never
go to ethnic food in Seri Iskandar. Respondents never go to ethnic
food restaurant in Seri Iskandar because food quality is bad,
environmental cleanliness is bad and bad services. 1 respondent
agree that food quality that served by restaurant is bad and 3
respondents agree that environmental cleanliness that served by
restaurant is bad. The majority of respondents said that the
environmental cleanliness of ethnic food restaurant in Seri
Iskandar so bad.Question 7
Based on graph above, we asking about the food restaurant that
respondent prefer in Seri Iskandar. Our company state three
restaurants that most popular in Seri Iskandar such as Lanz Caf,
Double A Steamboat, Zalila and other. Lanz Caf has 6 respondents,
Double A Steamboat & Grill has 5 respondents, Zalila Restaurant
has 9 respondents and other food restaurant is 7 respondents. The
higher frequency of food restaurant that respondent prefers is
Zalila Restaurant. Zalila Restaurant served variety of food such as
ethnic food from Thailand. Other food restaurant that respondents
prefer is Chillex, Mamak and Amsyar restaurant. Question 8
Based on pie chart, we asking about the respondent whether they
ever come to Seoul Garden or not. 80% of respondent said yes that
they have been to Seoul Garden and 20% said that they never go to
Seoul Garden. The higher of number of respondents is people who
have been to Seoul Garden. We asking this question to know whether
they ever trying the ethnic food that served by company. It is also
shows that our company has potential to open new branch in Seri
Iskandar. Question 9
Based on graph above show, the reason why people who never come
to Seoul Garden cause of expensive price, uncomfortable place, not
variety of food and other reason. 3 of respondents said that the
price of each dish is very expensive, 1 of respondent said that
there are uncomfortable place, no respondents state that the
variety of food causes they did not come to Seoul Garden and 2 of
respondents state the other reason which is they do not have enough
money to go and there are never open at their place. This is
important to our company know what the factor that causes they did
not come to Seoul Garden. From that, our company will give solution
for the matter arising in company. Question 10
From graph above, we are asking about the customer opinion if we
open new branch in Seri Iskandar. Majority of 30 respondents said
yes that Seoul Garden should open new branch in Seri Iskandar. From
that, we know that people in Seri Iskandar agree that Seoul Garden
shoul open in Seri Iskandar because our company provides student
price and promotion during school holiday. Question 11
From pie chart above, we are asking to respondents on how they
know about Seoul Garden. 15% of respondents know from family, 42%of
respondents know from friends, 35% know advertisement, 8% of
respondents know from magazine and no people state for other. The
higher frequency of respondents knows about Seoul Garden from
friend. Friend is majority respondent said they usually heard from
friend. It is our opportunity to create a good view to customer so
that they can share experience with other. Question 12
For pie chart, we are asking to respondents with whom usually
they come to Seoul Garden. 63% of respondents usually come with
friends or colleague, 33% of respondents usually come with family
and 4% of respondent usually come with other people such as
girlfriend/boyfriend. The opportunity that our company sees is we
can create new area for people who come with friend. It will make
our customer more comfortable to enjoy their meal without any
interruption.
Question 13
Based on graph shows, we are asked about types of food that
customer prefer each time come to Seoul Garden. 4 of respondents
more prefer BBQ Marinated Meat, 14 of respondents more prefer
steamboat, 3 of respondent prefer to seafood and 3 of respondent
prefer to Korean appetizer. No people state different type of food
in Seoul Garden. It shows difference person has different type of
food. Company need to grab the opportunity to make variety of food
for restaurant.Question 14
From the graph, we are asked about how much they spend each time
go to Seoul Garden. 6 people of respondents spend below than RM50,
10 people of respondents spend RM51-RM100 and 8 people of
respondents spend RM101 and above each time go to Seoul Garden. It
is show that the higher customer spends each time is from RM51
RM100. The customer may be bringing along their family or friend to
Seoul Garden, it will be higher total spending each time they go to
Seoul Garden.Question 15
From bar chart above, we are asking when they came to Seoul
Garden. 4 people of respondents came to Seoul Garden during end of
month. 14 people of respondents came to Seoul Garden during
occasion day such as anniversary day, company event and birthday. 3
people of respondents came to Seoul Garden during meeting and other
event such as leisure time. The higher frequency of people will
came to Seoul Garden during the occasion day. So, our company need
to gives promotion and gives coupon. Question 16
For rating scale, we asked about the services of Seoul Garden.
50% of respondents strongly agree about the services that provide
by our company is very good. Other 50% of respondents also agree
about the services that provide by our company.
Question 17
For quality of food, we are asked the opinion of respondent that
the food has any problem during our employee serve to customer. 54%
of people agree that food has a good quality and 46% of people
strongly agree that food has good quality. It is shows that food of
Seoul Garden can adapt with Malaysian taste.Question 18
For affordable price, we are asked the opinion of respondent
about the price setting by our company. 71% of people agree the
food that provide by company has affordable price. 29% of people
strongly agree that our company provide affordable price. From
that, customer chooses food based on pricing that setting by
company.
Question 19
For cleanliness of Seoul Garden, we asked to respondent about
the environmental cleanliness of restaurant whether is good or bad
for them. 54% of people agree that Seoul Garden has provided a good
environmental cleanliness to customer. It is make customer feel
good to enjoy their meal here. Question 20The majority of
respondents who answer the open-ended question on their suggestion
to attract people in Seri Iskandar come to Seoul Garden are
respondent more focus the service that provide by company. The
service that respondent gives as the suggestion to attract people
is free wifi, take away counter, fast delivery and provide baby
chair at the restaurant. Otherwise, the suggestion to attract
people in term of promotion which is they should give coupon, free
gift and give student price. Other answer is not valid with the
question that our company gives in the questionnaire.
DISCUSSIONOur company needs to know why we are choosing the
question that suitable to answering by respondents. The question
that state in the questionnaire is important to our company because
every opinion by respondents, it will reflect to our company which
is on how the company will be run to produce the product. Firstly
our company chooses question number 11. Our company chooses to
determine the questions on how our respondents know about the
company whether through family, friends, advertising, magazines and
others. Our company chooses this question because we need to
determine whether our company has the brand name that recognized by
the respondents or not. From this question, our company will know
through what is the medium that customer used to determine our
company. Secondly, our company chooses question number 12. Our
company also chooses the question with which usually customer comes
to Seoul Garden to determine the customer behavior when they are
going to restaurant. This question is important when our company
asking with whom usually they come to Seoul Garden because our
company can build or separate between these categories at new area
for make customer feel good with the environment of company.
Thirdly, our company chooses question number 13 where our company
chooses the question what type of food that respondents prefer to
buy when they go to restaurant. Our company chooses this question
to know the majority of respondents prefer when they are went to
restaurant. From this question, we will know about the customer
interest on food that our company serving for customer. The
respondent also can give their opinion towards other dishes that
usually they prefer each time they went to Seoul Garden.Fourthly,
our company chooses question number 14 where we asking the
respondents about their total spending each time they go to Seoul
Garden. Our company choose this question because we look this
question important to identify how much they will spend each time
they go to Seoul Garden. If the total spending higher, our company
will make variety of food to customer and give a special price for
them.Lastly, our company choose question number 15 where we asking
the respondents when did they came to Seoul Garden. This question
is important to our company know because we can make more promotion
in term of pricing and type of food. If our company can determine
when customer came to Seoul Garden, it will increase the
productivity of production to produce more products to
customer.
CONCLUSIONTypeYesNoTotal of respondents
Female11415
Male13215
Table 1: Number of respondent who come to Seoul Garden
Based on the table above show that the total number of
respondent who has come to Seoul Garden. The table show differences
between the gender and the number of respondent who has come to
Seoul Garden. Our company chooses this type of question to know
whether the respondents ever eat at Seoul Garden or not.Based on
the interpretation above, our company knows the higher number of
people who has come to Seoul Garden is from male gender which 13 of
respondent said yes that they ever go to Seoul Garden. It is shows
that the number of male that ever came to Seoul Garden is better
than the number of female who has come to Seoul Garden which is 11
of respondents. Male may be come with their family and friend to
enjoy meal at Seoul Garden. Usually male gender is majority people
who love to eat at the restaurant. From the interpretation also,
our company know some of respondents never come to Seoul Garden.
The number of female respondents who never come to Seoul Garden is
4 people and the number of male respondent who never come to Seoul
Garden is 2 people. When they never come to Seoul Garden, it is
show that Seoul Garden do not attract to their interest to trying
the food that provided by our company. It is show our company need
to improve the company performance to attract customer come and
taste the food that provided by our company. Conclusion, the higher
frequency of respondents may be loyal toward the brand name of
Seoul Garden. The people who never come to Seoul Garden should try
the taste the food that served by our company.
SUGGESTION AND RECOMMENDATION
Through the data collected by primary and secondary data, the
General Manager can identify the ways to company get the
information. By using sampling data technique, our company chooses
cluster and convenience sampling. Our company list all the area
that able our company to distribute the questionnaire such as Taman
Gemilang, Taman Sidec and Taman Maju and Taman Puncak Iskandar.
However, convenience sampling is the technique on how our company
distributes randomly the questionnaire to respondent. During we
distribute the questionnaire, the matter occur when respondent
refuse that they do not wants to answer my questionnaire.
Otherwise, the respondents also give their suggestion to attract
people in Seri Iskandar come to Seoul Garden. The suggestion that
respondents give in their suggestion question is promotion, service
that provided by company, environmental cleanliness of restaurant.
Our company needs to make improvement when the new branch develops
in Seri Iskandar. People give their suggestion to make the company
be famous brand name of food restaurant in Seri Iskandar. The
suggestion to improve the sampling technique is we need to give the
permission letter to them before we distribute the questionnaire.
It is happened during when we distribute the questionnaire at that
area. Company should give more promotion because majority people in
Seri Iskandar are student where here have many education
institutions.
References
Data Collecting Service. (n.d.). Retrieved April 5, 2015, from
Primary and Secondary Data:
http://www.datacollectionservices.net/our-data-collection-services/primary-and-secondary-data-collection/Data
Collecting Service. (n.d.). Retrieved April 7, 2015, from Primary
And Secondary Data Collection:
http://www.datacollectionservices.net/our-data-collection-services/primary-and-secondary-data-collection/
APPENDICES
Source: Google Map of Taman Maju, Seri Iskandar
Source: Google Map of Taman Gemilang
Source: Google Map of Taman Sidec
Source: Google Image
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