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1
Industry Defined Project/CP
“A study on CONSUMER BEHAVIOR TOWARDS FRANCHISES AND LOCAL
RESTAURANTS.”
Prepared by
Radadia Janvi
(Enrollment Number: XXXXXX )
MBA Batch 2016-18
Under the guidance of
(Name of the Faculty Guide)
Asst. Prof. Charmy Kotecha
ACADEMIC YEAR
2016-17
Submitted To
Jaysukhlal Vadhar Institute Of Management Studies (Jvims)
Bipin T. Vadhar College Of Management
Jamnagar
Affiliated To
Gujarat Technological University
Ahmedabad
2
INTRODUCTION OF RESTAURANT INDUSTRY
A restaurant or an eatery is a business which prepares and serves food and drinks to
customers in exchange for money. Meals are generally served and eaten on the premises, but
many restaurants also offer take-out and food delivery service, and some only offer take-out and
delivery. Restaurants vary greatly in appearance and offerings, including a wide variety
of cuisine and service models ranging from inexpensive fast food restaurants and cafeteria to
mid-priced family restaurant, to high-priced luxury establishments.
History of restaurant:
Food is a big part of the Indian culture. Whether it’s an everyday meal prepared lovingly
for the family or special celebratory culinary treats made during festivals – food has always been
something that Indians have bonded over. If there’s one thing to know about the food culture of
India, it’s the fact that it is an elaborate, expansive fare. Even a regular meal at home consists of
various staples like rice, chapati, daal, and curry along with accompaniments such as
pickles, chutneys, papadams, salad, and raita in a large number of households. Not only does a
typical Indian meal take long to prepare, but it is also savored over an extended period of time.
In India, the earliest reference of restaurants dates back to early 250 BC when taverns or
inns provided food to hungry travelers. Street vendors and small stall owners also sold food in
local markets and most Indian towns and villages.
But the modern day restaurants probably started mushrooming with the spread of
colonialism, especially with the growth of the Indian Railways and Civil Services. As people
started to travel far and wide across the country, there was a spurt in eateries that could serve
them freshly cooked food.
However, eating out for leisure remained a fairly rare phenomenon for majority of the
Indian families until the rise of the great Indian middle class post liberalization. As Western
influences percolated down, lifestyles and food habits of Indians began to change.
More and more young folk began to leave home to work in other cities and towns and for
them takeaways and dining out became necessary. This was accompanied by an increase in
disposable income and a general willingness to spend on the experience of dining out.
3
https://www.theaims.ac.in/resources/rise-of-the-restaurant-industry-in-india.html
Current scenario:
The Indian restaurant industry is worth Rs.75, 000 Crore and is growing at an annual rate of
7%. The industry is highly fragmented with 1.5 million eating outlets, of which a little more than
3,000 outlets form the organized segment. However, the organized segment is rapidly growing at
an annual rate of 16%. Quick service segment is the clear winner in the eating out market with a
growth rate of 21%.
Organized Segment is expected to reach Rs.22, 000 Crore by 2017, driven by:
Rising disposable income
Nuclear family structure
Increasing working population
Rapid urbanization and consumerism
Increased private equity interest
Types of Restaurant:
Restaurants may be classified or distinguished in many different ways. The primary factors
are usually the food itself (e.g. vegetarian, seafood, steak); the cuisine (e.g. Italian, Chinese,
Japanese, Indian, French, Mexican, Thai) and/or the style of offering (e.g. tapas bar, a sushi train,
a taste restaurant, a buffet restaurant or a yum cha restaurant). Beyond this, restaurants may
differentiate themselves on factors including speed (see fast food), formality, location, and cost,
service, or novelty themes (such as automated restaurant).
Typically, at mid- to high-priced restaurants, customers sit at tables; their orders are taken
by a waiter, who brings the food when it is ready. After eating, the customers then pay the bill. In
some restaurants, such as workplace cafeteria, there are no waiters; the customers use trays, on
which they place cold items that they select from a refrigerated container and hot items which
they request from cooks, and then they pay a cashier before they sit down.
4
MAJOR PLAYERS IN THE INDUSTRY
Top 10 Fine-Dining Restaurants in India
1. Indian Accent, New Delhi
The centerpiece of a quiet boutique hotel in South
Delhi, The Manor, it doesn’t attract walk in due to its
location. The food celebrates regional dishes from
across the country and presents them in unique ways,
playing with flavor combinations and textures.
2. Peshawri, Mumbai
The detailing is where the restaurant scores. The menu
is printed on wooden blocks, the crockery is earthy
and the décor reminiscent of the rugged northwest
frontier. Diners do find the wooden stools a tad
uncomfortable for languid meals though.
3. Villa Maya, Trivandrum
A variety of dining spaces are spread all over the
bungalow, spilling into the picture perfect courtyard.
The food however, is as contemporary as the
ambience in nostalgic. The menu pays homage to
countries that were involved in spice trade with
Kerala like Morocco and Italy.
5
4. Bukhara, New Delhi
The more popular cousin of Dum Pukht which sits
in the same hotel as Bukhara, a meal at Bukhara is
all about the experience. One does not feel like
you are out only for a meal, you are treated like a
king and for just a little while, this is your
kingdom.
5. Agashiye, Ahmedabad
If you’re in town and not staying at the haveli,
you must make time to visit the restaurant for
dinner. Though there is indoor seating, choose the
terrace and sit back as you are served in
traditional Gujarati style. There is no a-la-carte
menu, each guest is served an array of dishes from
the region.
6. Khyber, Mumbai
A huge space that drips with old-world charm, it
has Afghani tones to the décor and a laid-back
ambience. The food too, is influenced by the
cuisines of the North-West Frontier. A trip all the
way to South Mumbai is recommended, so you
can experience a meal here.
6
7. Malaka Spice, Pune
Certainly the best South-East Asian food in the
city, head here is you love seafood. The restaurant
is divided into various seating options. Malaka
Art is about dining in the middle of a carefully
curated art gallery. Malaka Classic is perfect for
enjoying Pune’s weather in alfresco seating and
Malka Street is the more informal space.
8. Gulati, New Delhi
Not one for the faint hearted, the food at Gulati is
delicious and sinful. They do not spare the cream
or the ghee and thus the curries and daals are
heavy, though delectable. It’s usually overflowing
with people and getting a table can take some
time if you don’t reserve in advance.
9. Pinch of Spice, Agra
Seeing this name in a list which has missed many
iconic restaurants across the country like Masala
Library, Dum Pukht, Indigo, Sevilla, etc., is a bit
of a surprise. However, it’s always nice when the
smaller towns start rubbing shoulders with their
bigger cousins in terms of food excellence.
7
10. Tuscany Gardens, Candolim, Goa
Tuscany Gardens is a relaxed space serving non-
fussy Italian food, much in line with the vibe of
Goa itself. The food is authentic and simple, but
then it is the simple things in life that often give
us the most pleasure. You may sit indoor or enjoy
the lovely alfresco seating area.
8
Legal development
Licensing Registration and Health and Sanitary Permits
The Food Safety and Standards (Licensing and Registration of Food Business) Regulations,
2011 (hereinafter referred to as "License and Registration Regulations") govern the aspect of
license and registration of a food business operator.
All food business operators in the country are required to be registered or licensed in
accordance with the License and Registration Regulations, hence no person shall commence any
food business unless a valid license is possessed by the food business operator, and the
conditions with regard to safety, sanitary and hygienic requirements have to be complied with at
all times by them.
Legal/Financial Decisions to be made for starting a Restaurant in India
Choice of Business Entity
Food Business Operator License
Shop & Establishment License
Service Tax Registration for Restaurant
VAT Registration for Restaurant
Trademark Registration for Restaurant
Bank Loan for Restaurant
Some Rules and Regulations Restaurant Owner needs to adhere to
Food storage: Food must be stored separately and labeled by date received. The first items
received must be the first items used. The facility must also have a working thermometer, and
refrigeration must be below 40 degrees Fahrenheit. Anything above 40 degrees allows bacteria to
grow.
Employee cleanliness: Employees are expected to be clean, wash their hands regularly, and
keep hair pulled back so it doesn’t get into food or drinks.
9
Employee Each state has its own restaurant inspection process, but usually the inspection is
done by the County’s Health Department. Restaurant permits can be suspended for any number
of violations including rodent infestation, lack of hot water, faulty plumbing and more.
Selling alcohol: Contact your local city office to apply for a license to sell alcohol. There are
different classes of licenses depending on what kind of alcohol you’re serving and where the
drinks are served. If you’re opening a brewery or winery and producing your own alcohol, you’ll
need to contact the Alcohol and Tobacco Tax and Trade Bureau for approval.
Safety: All employers are subject to federal Occupational Safety and Health Administration
(OSHA) regulations. OSHA sets and enforces safety standards to ensure safe and healthful
working conditions. OSHA will inspect your location and help you meet their standards.
http://www.mondaq.com/india/x/244880/food+drugs+law/Laws+Governing+The+Food+Industry+In+India+Revisited
https://www.indiafilings.com/learn/starting-restaurant-india/
https://sema.score.org/resource/rules-and-regulations-restaurants-and-bars-share
10
SWOT/ ANALYSIS OF FOOD INDUSTRY
STRENGTHS
Food varieties & state wise specialties
International players enter India and the rise of the quick service restaurants
Fine Dining in India
Niche restaurants make their presence felt
The upsurge of food courts
Food moves from the street to online space
Outsized young customer base
Evolved eating culture
OPPORTUNITIES
Changing demographics
Greater spending power
India as a travel destination
Infrastructure and IT development
WEAKNESS
Lack of organized supply chain & infrastructure
Wedged in licenses & regulations
Occasion based rather than need based
Health issues
11
THREATS
Change in Consumer Tastes
Lack of qualified manpower
Macroeconomic factors
Competition
Rising Inflation
http://www.researchandmarkets.com/reports/2194337/quick_service_restaurant_qsr_industry_in_india https://www.theaims.ac.in/resources/rise-of-the-restaurant-industry-in-india.html
12
PROBLEMS WITH RESTAURANTS
The food industry is a high-risk business proposition. Restaurant can help increase its chance of
success by understanding seven of the surprisingly common problems faced.
The Menu
One of the most common problems restaurant owners face is the menu. A good menu is a balancing
act. A good menu should have appropriate number of items, proper price for dishes, good layout and
easily readable.
Customer Service
First impressions are important. Poor customer service is often a deal breaker for customers. The
key to success is happy customers who want to return again and again. Every contact staff makes
with customers must be pleasant, welcoming and accommodating.
A Unique Selling Point
A unique selling point offers customers a feeling that enables them to remember, after they are gone.
Restaurants need to focus on creating a USP to stand in the market.
Management
Many small restaurants don’t pay attention to the number of customers visiting each day, most
profitable menu item, cost and profit margin for each item, budget for labor, loss of inventory and
sales goals which hinders the day-to-day operation of the restaurants.
13
Hiring and Training Staff
Most successful restaurant owners know the importance of hiring and training the right employees.
Yet, a common problem exists as many restaurants hire the wrong people and have a high turnover
rate.
Marketing
Many owners fail to pay enough attention to marketing like formalizing brand standards, making a
marketing plan, creating a website, creating a customer loyalty program, etc. making this a common
problem in the Indian restaurant.
Capital
Finally, we come to an area where many restaurant entrepreneurs run into big problems. This
looming problem is capital, and more specifically, a lack of it. Restaurant owners need enough
capital to run their business so it can fully establish itself. Owners should plan to have at least
enough money to run for one year. Additionally, restaurant owners need to have enough financial
resources to cope with unexpected costs and increases.
http://restaurantengine.com/common-problems-restaurants-face/
14
THEORETICAL MODEL
http://image.slidesharecdn.com/consumerbehaviour-090920104243-phpapp02/95/consumer-behaviour-20-
15
728.jpg?cb=1253443438
LITERATURE REVIEW
1) Study of Lifestyle Trends on Changing Food Habits of Indian Consumers, Mr. Havish
Madhvapaty, 2Ms. Aparajita Dasgupta, IOSR Journal of Environmental Science,
Toxicology and Food Technology (Jan. 2015)
ABSTRACT:
Global markets have increased the plethora of options available to Indian consumers. With
the clear shift in consumer tastes and preferences, food companies have also capitalized on the same.
While Indian consumers are still not as heavily impacted by the obesity epidemic like some other
developed nations – there is a clear shift; one which does not augur well for the health of the average
citizen. The objective of this paper was to identify these key lifestyle trends that have emerged over
the dozen years or so – and understand the way they are changing food habits. For this purpose, we
talked to 600 respondents across 6 cities in India. The research was conducted using a questionnaire
administered online and through CATI. The results overwhelmingly show that there is a shift from
opting to eat at home to opting to eat out. Also interestingly awareness about harmful effects of
processed foods was high but the reason for consumption was attributed primarily to ease of
purchase. The implications of the research are an attempt to ensure that key steps are taken by public
officials: such as a tax on unhealthy foods, subsidies for healthy food, and promotion of healthy
norms. Also FSSAI guidelines need to strengthen to ensure that customer awareness increase and
food companies opt for a more transparent communication platform.
Key Words: Food Safety and Standards Authority of India (FSSAI), Nutrition, Food Habits,
Organic food, Processed food, Ready-To-Eat, Convenience Foods
2) Local Food Preferences of Restaurant Consumers J.M. Lillywhite, J.E. Simonsen, R.N.
16
Acharya, and K. Laney
ABSTRACT:
Changing consumer attitudes towards environment, animal welfare, food safety, food quality,
and personal health is boosting demand for locally produced food products. Although a number of
studies have examined the demand for these products through direct marketing channels, the
literature on consumer preference for locally produced food ingredients in restaurant setting is
limited. This study attempts to fill this gap in the literature by using a panel survey of 303 restaurant
diners in the U.S. southwest. The preliminary results show that price is the primary factor in
determining consumer choice for restaurant meals followed by the use of local food ingredients and
the type of restaurant.
3) Consumer behavior in the food service industry: review
ABSTRACT:
This article reviews the literature relating to consumer studies in foodservice, an under-
represented area in terms of review papers. It is organized into four sections, discussing survey
work, experimental studies, and investigations relating to economics and geography, and
sociological and anthropological research. Many of these articles have been published outside the
usual hospitality management journals. The review examines the scope of this research, identifying
areas of commonality within it, as well as gaps and weaknesses in the body of knowledge on
consumer behavior in the food service industry
4) A Review of Food Service Selection Factors Important to the Consumer, Food and
Public Health, Caroline Opolski Medeiros, ElisabeteSalay
ABSTRACT:
A literature review was carried out to identify the important factors perceived by consumers
when choosing a food service. The review was carried out in Scopus, Scielo and the Web of
Science. The price, atmosphere, food quality and location were the attributes most investigated by
17
the researchers. The food quality and taste were perceived as essential by consumers for all types of
restaurants. On choosing fast-food restaurants the price and speed of service were the most
important factors. On selecting other types of restaurants, the most relevant factors were the food
quality and taste, followed by attributes related to service. Price was shown to be important for the
student population, lower-income populations and individuals who eat out less frequently. With
respect to gender, women perceived the preferences of their families and the safety of food as more
important than men. Differences in the degree of importance given to the selection factors were
observed according to the meal context. This review showed that further research, applying accurate
methods, is needed to broadly understand the choices of differing establishments by consumers.
5) Local Food Preferences of Restaurant Consumers J.M. Lillywhite, J.E. Simonsen, R.N.
Acharya, and K. Laney
ABSTRACT:
Changing consumer attitudes towards environment, animal welfare, food safety, food quality,
and personal health is boosting demand for locally produced food products. Although a number of
studies have examined the demand for these products through direct marketing channels, the
literature on consumer preference for locally produced food ingredients in restaurant setting is
limited. This study attempts to fill this gap in the literature by using a panel survey of 303 restaurant
diners in the U.S. southwest. The preliminary results show that price is the primary factor in
determining consumer choice for restaurant meals followed by the use of local food ingredients and
the type of restaurant.
6) Consumer Preference and Spending Pattern in Indian Fast Food industry Y
Prabhavathi, N T Krishna Kishore, M. Ramesh Kumar , International Journal of
Scientific and Research Publications, February 2014, 1
ABSTRACT:
Fast food industry is one of the world’s fastest growing sectors in food industry. However, over
a period of time, with a growth in the number of nuclear families, economic growth and increasing
18
per capita income as well as globalization, fast food culture gained prominence in India. The study
reveals that. The average visits made by the sample respondents was three times in a month and that
young consumer lifestyle trend consists of taste, convenience and seeking alternate food items
which formed the major reasons for consuming fast food. Analysis on reasons behind eating fast
food by the sample respondents revealed that taste is major reason to consume fast food followed by
convenience and alternate to home food.They also expressed that relaxation and wider variety of
menu were the other reasons to consume fast food. Index Terms- Fast food industry, spending
pattern, Consumer preference.
7) “A Study on Service Quality in Indian Restaurants with Decision and Experiential-
Oriented Perspectives” 1Kota Neel Mani Kanta, 2 P Srivalli 1, 2 Asst Professor, 1MBA-
Tourism and Travel Management, Vikrama Simhapuri University, Nellore
ABSTRACT:
Using the decision- and experiential-oriented perspectives as theoretical guides, this article
reported an empirical assessment of service quality in restaurant operations. We proposed and tested
a conceptual model of service quality using structural equation modeling. Using data from a sample
of 284 customers from two large full service restaurants in southern India, we investigated the
relationships of service quality, customer satisfaction, and frequency of patronage. The results
supported the significant links between service quality and customer satisfaction, service quality and
repeat patronage, but not customer satisfaction and repeat patronage. The study has provided
important insights into service quality and customer satisfaction in the field of restaurant operations.
8) Eating out Behaviour of Individuals: A case study *Dr.Reeta Arora **Dr. Asha
Chawla *** Ms Monika Bansal, (October 2014)
ABSTRACT:
The growth of eating out habits is influenced by several factors; the good economic conditions
in the last ten years, hectic lifestyles, limited time for preparing food and the increasing interest in
19
cuisine brought about by the celebrity chef phenomenon and innovation by caterers and more
tempting to eat out because of the increasing growth of new eating outlets built in shopping centers,
high streets and leisure venues e.g. PVR, sports stadiums. This study examines the eating out
behavior of people in NCR region. The focus is on how many times do they prefer to eat out, type of
food prefer, eating out habits and prefer eating outlets. Not much has been done on eating out habits,
food habits of people, so an attempt has been made to investigate various aspects of the eating out
behavior of people.
9) Consumer Perceptions of Food Franchise: A Study of McDonald’s and KFC ,CMA
(Dr.) Kinnarry Thakkar, Mrunmayee R.Thatte , International Journal of Scientific and
Research Publications, March 2014 1
ABSTRACT:
Globalization and modernization has redefined the Indian fast food industry and today
people can be seen consuming food out of their homes moving towards superior and convenient
options. The demand for fast food is on uptrend. Increase in the disposable income of the
burgeoning upper middle class has contributed to the growth of food industry. Food franchises have
made significant inroads into the franchising industry. Franchising is perceived as a beeline to
expansion and growth of a business. The present study is an attempt to study the consumers‟
perception about two important food franchise, McDonalds and KFC. The study is an explorative
study based on primary data collected from 150 respondents in Thane city through a structured
questionnaire. Various factors like variety of food items, quality, taste, ingredients etc. are analysed
to study consumer perception about food franchise.
10) Consumer perception about fast-food in Indianan exploratory study Anita Goyal and N.P.
Singh Management Development Institute, Sakhalin, India
ABSTRACT:
Purpose – This paper seeks to estimate importance of various factors affecting the choice of
20
fast food outlets by Indian young consumers. Design/ methodology/ approach – The study applies
multivariate statistical tools to estimate importance of various factors affecting the choice of fast
food outlets by Indian young consumers. In addition, the authors analyses the consumption patterns,
impact of hygiene and nutritional values, and rating of various attributes of McDonald's and
Nirula's. Findings – Results indicate that the young Indian consumer has passion for visiting fast
food outlets for fun and change but home food is their first choice. They feel homemade food is
much better than food served at fast food outlets. They have the highest value for taste and quality
followed by ambience and hygiene. Three dimensions (service and delivery dimension, product
dimension, and quality dimension) of fast food outlets' attributes are identified based on factor
analysis results. The two fast food outlets' rating differs significantly on the seven attributes.
McDonald's scores are higher on all attributes except "variety". Further, consumers feel that fast
food outlets must provide additional information on nutritional values and hygiene conditions inside
kitchen. Practical implications – Fast food providers need to focus on quality and variety of food
besides other service parameters. There is need to communicate the information about hygiene and
nutrition value of fast food which will help in building trust in the food provided by fast food
players.
http://iosrjournals.org/iosr-jestft/papers/vol9-issue1/Version-2/C09121622.pdf
https://www.researchgate.net/publication/223039875_Consumer_behaviour_in_the_food_service_in
dustry_A_review
http://article.sapub.org/10.5923.j.fph.20130304.02.html
http://www.eoq.hu/iama/conf/1147_paper.pdf
http://www.ijsrp.org/research-paper-0214/ijsrp-p26116.pdf
http://www.irdindia.in/journal_ijrdmr/pdf/vol3_iss1/4.pdf
file:///C:/Users/Mr/Downloads/IJMSSOCT3.pdf
http://www.ijsrp.org/research-paper-0314/ijsrp-p2723.pdf
https://www.researchgate.net/publication/228367124_Consumer_perception_about_fast_food_in_In
dia_An_exploratory_study
21
RATIONALE OF THE STUDY
Eating out for leisure remained a fairly rare phenomenon for majority of the families in the
early age but due to Westernization, lifestyles and food habits of people began to change. This was
accompanied by an increase in disposable income and a general willingness to spend on the
experience of dining out.
With the entry of Franchises in Jamnagar, Local Restaurants are facing competition which
calls for a change in management and marketing efforts of restaurants to withstand the competition.
By studying Consumer Behavior towards franchises and local restaurants, the respective owners will
come to known about the changing food habits, spending patterns of people on eating outside,
preferences related to choice of restaurants and the factors that drive people to revisit the restaurants.
Focusing on such parameters would help the owners of both the type of restaurants to create
marketing efforts which would create a loyal base of customers and lead to success.
RESEARCH METHODOLOGY
Research problem:
A research problem, in general, refers to some difficulty, which a researcher experiences in the
context of either a theoretical or practical situation and wants to obtain a solution for the same.
Due to the changing attitudes of people towards eating outside, there is scope for restaurants
which provides quality food along with highest level of customer service, to grow. As there is scope
for more restaurants to enter into Jamnagar market, knowing consumer behavior will help them to
grow which has motivated us to try to find out a solution to a problem statement “CONSUMER
BEHAVIOR TOWARDS FRANCHISES AND LOCAL RESTAURANTS.”
22
RESEARCH OBJECTIVES
Primary Objective
To analyze consumer behavior towards local restaurant and franchisee.
To know the preference of the consumers while making a choice between local restaurant
and franchisee
Secondary Objective
To identify the service of the restaurant that attracts the customers to visit any specific
branch restaurant.
To analyze the impact of restaurant location upon customer preference.
To know the taste and preference of the customers
To find how different food outlets differentiate themselves.
Probable Research hypothesis :
H0 : There exist a significant relationship between income of a person and frequency of visit to Restaurant
H1: There doesn’t exist a significant relationship between income of a person and frequency of visit to
Restaurant
H0: There exist a significant relationship between marital status of a person and frequency of visit to
Restaurant
H1: There doesn’t exist a significant relationship between marital status of a person and frequency of visit to
Restaurant
H0 : There is no significance difference among the factors that are used to compare Local and Franchise
23
Restaurant
H1 : There is significance difference among the factors that are used to compare Local and Franchise
Restaurant
H0 : There is no significance difference among factors that are used for selection of restaurant
H1 : There is significance difference among factors that are used for selection of restaurant
Types of data
Primary
Types of research
Exploratory
Sampling plan:
Sample size
Sampling methods
300
Non-probability convenience method
Data collection tool
Questionnaire
LIMITATION OF THE STUDY :
Different person have different mindset so it is difficult to find what they want. In this research some of the
limitations are as follows:
1. This exploratory research is done focusing on Jamnagar region only therefore findings and suggestions
given on the basis of this research and cannot be considered for the entire retail Industry.
2. Due to limitation of time and cost constraints a sample size of 300 are chosen.
3. Data Analysis and interpretation done may not be that strong due to small sample and random sampling
method.
4. At the time of fill up questionnaire may be, they may not give or have accurate answer.
24
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pg. no. 3
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