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Star
Restaurant
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East West University
43 Mohakhali C/A, Dhaka 1212
2nd August 2009
Md. Ajgor Ahmed
Mahmud Al kabir
Md. Mushfiqur Rahman
Nazirul Islam Khan
Kazi Fahad
Dear students,
I would like to authorize you the students of consumer behavior to prepare a report on star
restaurant.
In your study please concentrate on the topic properly and provide recent information. If you
need any kind of assistance from me please let me know without any hesitation.
Submit the report by 2nd August, 2009.
Sincerely
Md. Farhan Faruqui
Lecturer
Department of Business Administration
East West University
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Letter of Submission
2nd August, 2009
Md. Farhan Faruqui
Lecturer
Department of Business Administration
East West University
43, Mohakhali C/A,Dhaka.
Dear Sir
It is an honor and great pleasure for me to submit our marketing report on “Star restaurant” .This
report was assigned to us as compulsory requirement of the course Consumer Behavior
(MKT410).
During the process of preparing the report, we had the chance of experiencing and rediscovering
our potentials. This assignment gave us an opportunity to apply our theoretical expertise, sharpen
my views, ideas and communication skills, which will help us in our future professional career.
Thanking you and looking forward to receive your cordial approval of our submission.
Yours sincerely,
Mahmud Al kabir Md. Mushfiqur Rahman
2005-1-10-217 2006-1-10-027
Nazirul Islam Khan Kazi Fahad
2006-2-10-005 2006-2-10-132
Md. Ajgor Ahmed
2006-1-10-158
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Acknowledgement At the very beginning we would like to express our deepest thanks and appreciation to our honorable course coordinator Md. Farhan Faruqui Who has been very much friendly and approachable to us through the course and has given us his valuable time, guideline and advice through the preparation of the term paper from the selection of the topic and down to the analysis the theory and practical scenarios. We would also like to express our appreciation to the people who have helped all through the project work. We are also grateful to the participants of our survey. They spent their valuable times for giving us interview. We are grateful to the customers who already have used the “Star restaurant” or prospective future customers who are making the decision to use it. We would like to thank our all group members who were very much friendly and sincere to complete the project work. Above all, this term paper is a combined effort of the sincerity, efficiency and determination of all the group members. However, we hope that this course as well as this project work experience will help us to build our career in a successful and precise way in this arena. Finally, we seek excuse for the errors that might have occurred in spite of the best of our efforts.
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EXECUTIVE SUMMARY
Presently the process of globalization has changed the lifestyle and attitude around the world.
Bangladeshi culture has also been influenced by this change. As a result of that, people are
getting more self oriented and conscious in terms of saving time, acquiring high status,
influencing image & holding powerful position in the society marketers are always concerned
about these factors and continuously they are trying to establish their marketing strategies based
on customers demand.
As we know that star restaurant is quite renowned among restaurants all over Dhaka city so it’s
easy to say that the market has been already captured by star restaurant and they are now
retaining their market leader’s position with different strategist to cope up with the competitors.
During this long forty four years period they have introduced different outlets, different product
lines, different customer service line, expand their business from restaurant to hotel and hotel to
bakeries and also some other industries and during this they have competed with different
competitors with the different industries. In this competitive market all other competitors are
trying provide superior customer value rather than other customer do to retain the market share.
Therefore this report recommends the idea of how star restaurant achieve more customers by
selecting the potential target market and what can be done in future to achieve higher customer
satisfaction.
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TABLE OF CONTENTS
1. Introduction--------------------------------------------------------------- 2. Company Profile---------------------------------------------------------
3. Marketing Mix------------------------------------------------------------ 4. Target Market-------------------------------------------------------------
Graphs Excel Data
5. Self Concept-------------------------------------------------------------- 6. Cultural Values----------------------------------------------------------- Age Difference------------------------------------------------------ Purchasing Preference of Star restaurant------------------------ Traditional & Change----------------------------------------------
Hard work & Leisure----------------------------------------------- Income----------------------------------------------------------------- Group Influence------------------------------------------------------ 7. Perception------------------------------------------------------------------ 8. Learning-------------------------------------------------------------------- Classical Conditioning---------------------------------------- Operant Conditioning----------------------------------------- Characteristics of Learning----------------------------------- . Long term Memory-------------------------------------------- -- Semantic---------------------------------------------- -- Episodic----------------------------------------------- Schematic Memory-------------------------------------------- 9. Positioning------------------------------------------------------------------ 10. Attitude-------------------------------------------------------------------- 10.1. Cognitive Component---------------------------------------- 10.2. Affective Component----------------------------------------- 10.3. Behavioral Component--------------------------------------- 10.4. Changing Beliefs---------------------------------------------- 10.5. Adding Beliefs------------------------------------------------- 10.6. Changing Affective Component----------------------------- 11. Recommendation---------------------------------------------------------- 12. Conclusion----------------------------------------------------------------- 13. Reference------------------------------------------------------------------
14. Appendix------------------------------------------------------------------
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1. Introduction Origin of the Report Our course instructor Farhan Faruqui has authorized us to prepare a marketing report for
analyzing consumer behavior of the Star Restaurant. He authorized us orally how we can analyze
consumer’s behavior in our class. Based on his lecture, we have prepared this report. The term
paper is due on 2nd August, 2009
Scope This plan is developed for analyzing the Star Restaurant. It also expresses the present market
situation and predicted future growth of the company and market.
Methodology We prepared this term paper by collecting information from survey reports. Also we frequently
performed group discussion to gather more information.
Limitations This report is not free from limitations. Moreover the topic is so much vast, so we faced some
problems while preparing this report. The limitations acquainted with this report are as the
following:
1. Time limitation,
2. Lack of co-operation from the data source,
3. Lack of sufficient knowledge.
4. Limitation on secondary sources
.
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2. Company Profile
Star Restaurant For the Bengali food lovers, star restaurant is quite popular name. Star has been successfully
running their business since 1965 at Dhaka city. By starting with a small biriani house they have
now almost reach to the peak of the restaurant industry. Not only by providing good quality food
but also by giving low priced food and experienced service they have gained the trust of
thousands. Now they are successfully running five outlets all over Dhaka city and thinking for
expanding their business beyond Dhaka.
Brief History Star Restaurant was established in 1965. Mr. Mir Momtaj Uddin is the entrepreneur of Star
restaurant and its other sister concern who first started this restaurant business. Star Restaurant
started its journey from Thatari Bazar and they had successfully run their business at that place
for next twelve years. At that time they were the market leader of Bengali restaurant among the
other restaurants of old Dhaka. After that in 1979 Mr. Mir Momtaj Uddin started Super Hotel
which is a sister concern of star restaurant. Then the Star Bakery, Star Kabab and other branches
of Star Restaurant were established. And later on at 2006 they have opened a complete hotel
with restaurant at Dhanmondi 2. Now Mr. Mir Aktar Uddin, working as an Acting Owner and
Managing Director.The current head office is situated in jaykaali mondir, gulisthan Dhaka.
According to the owners perspective main objective of star restaurant is to provide its customers
reliable food which is made by the chef from the origin of the food item. For this purpose they
are managing chefs with experiences and trust. Customers will be treated with respect and will
be provided with excellent standards of service is also the goal of Star authority. They aim to be
accessible to customers and listen to their opinions and requirements. This input is extremely
valuable to the restaurant’s survival and growth. Another objective of their restaurant is to
maintain the good taste of food so that they can retain the old loyal customers as well as can gain
some more customer segment.
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According to them, for any party arrangement 450 people can be accommodated in one serve at
their main section at thathari bazaar and dhanmondi 2 sections. As they have other businesses
like Star Bakery, Star Kabab so it’s quite convenient for them to sell their products within a same
place.
3. Marketing Mix
3.1Product The first and most important step in developing a marketing mix is the product strategy. The
latter is “taking the good or service and selecting a brand name, packaging, colors, a warranty,
accessories, and a service program”. Star restaurant has designed their offers on the basis of the
customer’s preference. As they are the service oriented organization so customer preference is
the key to product offerings. As they integrated their food business from restaurant to bakery and
kabab house so their product line also becomes diversified. Restaurant section is based on curry
items while kakab section is lined with different kababs and grills and the bakery section serves
the dry and preserved items. Serving the food on right time is their biggest challenge and so
delivering the product plays a big role here. They always try to serve their food hot and fresh and
that’s the key of their success. As they have already created a good brand image with their old
product line so now developing new product is also their concern issue and so their trying to
improve their product line to get some more sales on market.
3.2Price Another important factor of marketing mix is pricing strategy. It is setting a price based on the
demand and cost for a good or service. There are many factors that influence pricing such as cost
and demand. Although information pertaining to that effect is unknown to the public, one can
assume that the demand for star products is quite high since they have a huge product line on
their stock. As we gathered information of their product line including price we found that they
price their product on the basis of demand of that item and also customer preferences. Compare
to the other competitor their pricing is more sensitive to customer demand .
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3.3Place Marketing mix also includes a distribution strategy. This is defined as creating the means by
which products flow from the producer to the consumer. One of its aspects is the number of
stores and/or specific wholesalers and retailers which will handle the product in a local area.
And in this case star has done a great job. All over the Dhaka city they have five sections and all
of them are in prime crowded areas. They have one section in thathari bazzar, one in jay kali
mondir, one in dhanmondi, one in Kawron Bazar, one in banani. It shows that how concern they
are on their outlet placement. They use the strategy to open their outlets in those areas where
people comes in huge numbers as we saw one of their outlet is behind a hospital, another is
behind school, one of them is behind college and commercial are and one of them is near to
stadium which shows the placement efficiency.
3.4Promotion Finally, promotion strategy is also an important factor of the marketing mix. As star is a service
oriented organization so its quite tough for them to promote their current and new product. For
the promotion they use their highlighted products to increase the value of their new products. As
they give deliveries to the different part of Dhaka city so during door to door delivery they also
promote their new product as well. Another thing they use is they place their outlet in those areas
where people genuinely gathers so the smell also in genuinely promote their product. They are
not directly sponsors of any activities but they promote their product indirectly by giving food
deliveries on the different occasion like marriage, birthday, meeting, holiday ceremonies and
different events. Free sampling and giving extra and excess items also sometime helps to
promote their restaurant. As they are quite old restaurant on Dhaka so mouth to mouth also helps
them to get the advantage of promoting their restaurant.
4. Target Market An overall view of the target market based on demographic, psychographic and socio economic factors will be discussed thoroughly in this section. From this discussion it could be easy to found the sum of all target customers age, sex and the income. This section has been discussed depending on the result of survey that we have done on several customers
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4.1Demographic Factors: Demographic factors include size, location, age, income, gender etc. Considering all these factors we have made a questionnaire consisting 22 questions and a survey has done to 70 different customers. After surveying we found some information which is given below:
• Age: Star Restaurant mostly focuses on the middle aged people as they prefer to eat outside frequently
and want have a difference on their daily food items. Also, they importantly focus young people
as they can be the loyal target market in future. From our survey we found that mostly people
who are in between 20 to 30 goes star regular basis.
Age Range No. of Analysis
10-20 5
20-30 55
30-40 07
40-50 02
50 and above 01
Total 70
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Fig: Age analysis
This pie chart shows that people of 20 to 30 ages has been successfully captured by the star restaurant. Even though the remaining people are still out of reach so they need to design their strategy according to their preference.
• Gender: The survey result shows that the majority customers are male. As mostly males stays outside home
and as they have their lunch and dinner outside home all the time so they are the majorities. Generally
in our country prospective most of the female are housewife and they usually prefer home made food
to outside so female part is still a part which can be targeted in future.
Gender No. of Analysis Female 23 Male 47
Total 70
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Fig: Gender analysis
From this pie chart it can be seen that male consumers’ response is more than the number of
female customers. So if star restaurant wants to expand its market as well as capture more market
share they need to capture more female customers to ensure their future profit.
4.2Social Factors: Social factor denotes the social status of the target market by considering social class, leisure
activity etc.
• Social Class: Family income is highly influential in determining social class. To identify the respondents’
social class we ask them about their family income to find their actual position in society in
terms of their family income. The survey represents that most of the participants are in the
income range of 40000 and more.
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Income Range No. of Analysis 40000 and above 27 30000 – 40000 21 20000 – 30000 12 10000 – 20000 07 10000 or less 03 Total 70
Fig: Income range analysis
So it can be said that the huge number of people are from higher income group and within
middle income group who can easily afford the star restaurants food.
• Leisure and Activity: The target customers of star restaurant spend much of time for their leisure. The figure we have
showed below represents the timing of how the customers spend their leisure.
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Varity No. of Analysis Mobile Conference 06 Net Browsing 20 Watching Tv 24 Reading 06 music 08 Party 02 Restaurant 02 Others 02 Total 70
Fig: Leisure activity analysis
The figure shows that about more than 24 peoples out of 70 peoples spend their time leisure by
watching television, 20 peoples out of 70 peoples by chatting or browsing, 8 peoples out of 70
peoples by listen music, 6 peoples out of 70 peoples by reading books and 6 peoples out of 70
peoples prefer to spend their time by talking on mobile phone. And rests of among 70 are the
minorities who loves to attend parties loves to go restaurant on their leisure time. From this result
we can see that as most of the people pass their time by watching TV. So it will be easier to
target star restaurants customer by giving advertisement on television and internet in future.
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5. Self concept: Self concept analysis shoes that the personal characteristics of those people who take part in our
survey. By our survey we can see that most of the people surveyed are calm, delicate, organized
and formal. The survey also showed that people wane change and reliable service.
Rugged ------- -------3.01 ------- -------- -------- Delicate
Excitable ------- -----3.31-- ------- ------- ------- Calm Dominating ------- -----3.45-- ------- ------- ------- Submissive Thrifty ------- -----3.27-- ------- -------- ------- indulgent Organized -----4.12- ------ ------- ------- ------- Unorganized Rational ------- ---3.42---- -------- -------- -------- Emotional Youthful ------- ---3.58---- --------- -------- -------- Mature Formal ------- ---3.58---- -------- -------- -------- Informal Traditional -------- -------- --2.82------ ------- -------- Changing Colorless ------- ------- -------- -1.98------- -------- Colorful So from this data we can see that star is in a situation which is quite better in positive sense
on those perspectives. Easy to say that customer acceptance is high
6. External factor: Some external factors are responsible to influence customers mind. Those factors are very much active to influence consumers purchase decision. Those external factors include cultural factors, non verbal communication and gender roles. Marketers need to focus on these factors to influence purchase decision.
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6.1 Cultural factors: Culture plays a very important role in the consumers mind to make purchase decision. A person
is very much influenced and biased about his culture. Usually a person buys those products
which suits with his/her culture. So marketers try to match product strategy which goes with the
culture of target market and consumer also try to match those product which best suit to his
culture. Here cultural values and norms are very much focused. Few cultural factors are:
ü Extended and limited family: In our country perspective most of the families are extended family. Greater family tie we can
see here. Family member has greater influence on the purchase decision. So more bigger family
its more profitable for any restaurant to sell their service like star.
ü Individual and collective society:
Our society is very much collective. Companies never hurt directly to other companies by their
advertisement. They compare their service with other restaurants in a polite manner. So in the
promotion of star restaurant they don’t go for any direct comparison of their advertisement that
they are better then their competitor.
ü Adult vs. Youth:
In our country adults have more decision making power and they are the decision taker. So star
restaurant should target adult peoples rather than young ones. But as this is a restaurant so that
matured peoples can be influenced to bring young people and young people can also be attracted
by giving tasty and
spicy food items.
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Fig: Age analysis
ü Price and performance:
Target market is very much conscious about price of the food items and the good service of the restaurant. So when they visit any restaurant they never compromise with quality service and price they pay for that food and service.
Attributes No. of Analysis Taste & Quality 46 Status 05 Style 02 Cost 14 Environment 03 Non traditional 00 Total 70
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Fig: Price and performance analysis From the chart we can see that most people prefer good taste and quality from star. They also consider convenience. So as a marketer they need to provide the good taste and quality and service with low cost and good environment to capture more market. ü Leisure and hard work:
Bangladeshi people are not that much hard working and they love to spend their leisure time by eating and doing something enthusiastic. So star restaurant target those people who love to eat rich food and love variation on their food item as well the daily life.
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Fig: Leisure analyses
ü Purchase ability: Average people of Bangladesh have strong purchase ability to maintain stars food item. From the analysis we have found that most of people prefer this. So for star restaurants market is medium. Star restaurant target middle class people who have an average annual income. Based on our survey result those people who earn between 30000- 40000 and above 40000 are proffered most.
Fig: Purchase ability analysis
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6.2 Non verbal communication: Non verbal communication plays an important role in customers mind. Some of the factors influence non verbal communication such as time, space, symbol, things etc. Some non verbal factors of star restaurant are described below: ü Name: The name star means class, status, esteem, quality, perfect taste and deliciousness. The name itself shows that they are the ultimate leader of this industry. So that name makes feel us that they are the provider of good quality food and professionalism on food services. ü Symbol: The symbol they use as their logo is the bright star which is very much encourage able and shows an affiliation. This reminds power and taste as well.
Group Influence
In survey we can see different types of people use different types of influential power on food
consumption
• Family: In terms of family there is a huge pressure on the consumption process.
Family members have astron influence on the purchase decision. If one member goes
and describes it good others also feels good to go.
• Friends: Even friends have a strong influence also. Sometimes friends are suggest to
visit the restaurant they have visited and satisfied.
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7. Perception: 7.1 Exposure: Exposure occurs when a stimulus comes within range of our sensory receptor nerves. For this report exposure for star restaurant among the target market is quite reasonable. Here customers experience restaurant mainly by eyes among the five sensory organs. They see the billboards and content and attractive outlets. By seeing the fried kabab outside the stimulus gets generated and the smell of food also helps to get into the restaurant.
7.2 Attention: Attention occurs when the stimulus one or more sensory receptor nerves and resulting sensation go to the brain for processing. That is the key component for creating customer attraction. When some thing creates exposure that go to our mind for further think on it. When some one sees the boxes of food or the delivery van of food that got the attention and that person allocate some time to think about it. That image or video clips a place in to the mind. That sensory receptor sends information to nervous system for processing of feel the hunger for good food. Then in customers mind a space created for the food.
7.3 Interpretation: Interpretation is the assignment of meaning to sensation. Just after seeing advertisement or outlets the meaning people give on the product or service. That is the further thinking according to the product. Star in the logo reminds that is classy, tasty and power come to consumer’s mind of good quality. Arranging ceremony, parties, giving new and extended service policies all these give a meaning to customers mind that that star is an elite and popular restaurant in Dhaka’s perspective and that is the interpretation of all those exposures. Message Format: The message formats used by Star restaurant is very simple but highly communicative
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8. Learning: 8.1Classical Conditioning: This conditioning states that it creates a response by establishing a relationship between stimulus and response. In terms star restaurant, there are two different but consistent conditioning toward targeted segment. Primarily star restaurant used the logo of star which the quality of top performance and this brings the unconditioned stimulus.
Fig: Classical Conditioning
8.2 Operant Conditioning: Operant conditioning is the use of consequences to modify the occurrence and shaping of behavior. This type of conditioning denotes that the service receiver’s behavior can be changed or modified.
UCS Star & quality of leader
UCR Positive Response/ Emotion
Star restaurant
CR Positive Response
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Fig: Operant Conditioning
8.3 Characteristics of Learning: v Strength of learning:
The star restaurant tried to create awareness among the target audience to relate to the one single organized idea was “Service with good taste and quality.” According to the survey, most of the people couldn’t recall the slogan. That denotes the idea generated for the target market focused on their service quality which may nor successful its goal. v Extinction:
Due to this reason the survey findings clearly show that they couldn’t cope with the need of creating a position in segments of consumers’ mind of the target people and they thought that they can do it n near future.
Stimulus Star restaurant
Desired Response (Quality Service)
Reinforcement (Providing Free extra food item)
Increase probability of response to
stimulus
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8.3 Stimulus Generalization & Discrimination: Long term memory: Long term memory is viewed as an unlimited, permanent storage. Long term memory carries numerous types of information such as concepts, decision, rules, process, affective states and so forth. In case of long term memory product stays for a long term and consumer can recall after a certain period of time. Ø Semantic memory:
Semantic memory is the basic knowledge or feelings about a concept. It represents the person’s understanding of an object or event at its simplest level like when a person think about star restaurant it reminds him “a professional touch of good food at convenient price and good service” Ø Episodic memory:
It is a memory of sequence of events in which a person participated. Generally people prefer star restaurant to thing about social gathering enjoying good food and having pleasure and satisfaction 8.4 Schematic memory: For every single product there are certain memories that people posses in their mind. It is what a consumer thinks and feels when the brand name is mentioned. It is the source of personal experiences and opinions through which customers can differentiate the RBA differently. RBA contains several characteristics, usage situations, episodes and affective reactions.
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While surveying the customers, we found several memory events of Star Restaurant Which are given below:
Figure: Schematic Memory
Prestigious
Pleasant Environment
Professional
Star
Restaurant
Crowd
Friends and family
Special occasion
Meeting Trust
Get together
Fun
Satisfaction
Good Quality
food
Better Taste
Customer Care Service
Convenient
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9. Positioning of star restaurant:
It is arranging for a product to occupy a clear, distinctive and desirable place relative to
comparing a product in the minds of target consumers. It is often used interchangeably with
brand image. Product positioning has a major impact of long term success of brand. It is the
place that marketers want to have in the mind of target customer. To capture a good share in a
market we can offer consumers greater value, either through lower prices or by providing more
benefits that justify higher prices.
Star restaurant must be achieved moderate value by providing quality service and differentiating
competitor’s product.
We have completed our measurement and find some differences between Star restaurant
Malancha restaurants, Nandan restaurant.
The measurement is shown in perceptual mapping. Perceptual mapping takes consumers
perception how similar various brands or products are to each other and relates these perceptions
to product attributes. The consumers surveyed were asked to put their beliefs about the products.
They were asked whether they think Star restaurant Malancha restaurant, Nandan restaurant,
Are either
• Status, Service.
• Non traditional, Traditional.
A scale was used rather than using absolute extremes between the two sets of beliefs. Perceptual mapping:
Positioning It is arranging for a product to occupy a clear, distinctive and desirable price relative to
comparing a product in the minds of target consumers. It is often used interchangeably with
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Non-
Traditional,
Enjoym
ent
brand image. Product positioning has a major impact of long term success of the brand. It is the
place that marketers want to have in the mind of target customer. To capture a good share in a
market we can offer consumers greater value, either through lower prices or by providing more
benefits that justify higher prices. Star restaurant must achieve superior value by providing good
quality service and differentiating competitor’s product.
We have completed our measurement and find some differences between Star restaurant and
some other restaurant. The measurement is shown in perceptual mapping. In perceptual map
Malancha Restaurant is close to Star Restaurant. So Malancha is the close competitor of Star
Restaurant, so that any change of Star’s product or price would create a positive or negative
impact on Malancha. Star Restaurant has advantage for pleasant placement and this restaurant is
traditional. We believe to increase the sales; Star restaurant should concentrate on their food
quality and taste of their food and their environment.
Perceptual Mapping:
5
4 Malancha Star 1 2 3 Nondon 4 5
2
Bangla
1
Tra
ditio
nal,
Dul
l
Prestigious, Expensive
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Sn
Perceptual Map Malancha Nondon Star Bangla
prestigious Dull prestigious Dull prestigious Dull prestigious Dull 1 5 2 3 5 2 4 4 3 2 5 3 1 1 4 5 2 2 3 4 4 3 3 5 5 2 2 4 5 2 3 1 4 3 2 4 5 4 3 3 4 4 1 1 2 6 5 1 4 2 1 3 3 5 7 5 3 4 4 3 2 1 1 8 5 4 4 3 3 4 2 1 9 3 3 4 4 5 5 1 1
10 2 3 3 2 4 4 1 1 11 5 3 1 1 5 5 2 2 12 5 5 3 1 1 4 2 2 13 5 1 3 3 4 2 1 4 14 4 2 2 1 5 2 1 3 15 2 4 5 1 4 2 3 3 16 4 3 5 4 3 1 1 2 17 4 3 5 4 3 2 1 1 18 1 4 5 3 4 2 2 1 19 5 1 1 2 3 3 2 5 20 4 2 5 3 2 4 3 1 21 5 1 2 3 3 2 1 4 22 5 3 3 5 4 2 2 4 23 2 4 5 4 4 3 3 1 24 4 3 5 4 3 1 1 2 25 2 3 5 4 4 2 3 1 26 2 3 5 2 4 2 3 1 27 4 3 5 2 3 1 2 4 28 3 1 5 3 4 2 2 4 29 3 3 5 2 4 4 1 1 30 4 2 5 3 3 2 1 1 31 5 1 2 4 4 2 3 3 32 5 3 3 1 4 4 2 2 33 4 3 2 4 5 1 1 2
Common, Economical
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34 3 5 4 4 5 3 2 2 35 4 1 3 3 5 2 2 4 36 3 3 1 5 5 4 2 1 37 2 4 5 3 4 1 3 2 38 5 4 2 5 3 2 4 1 39 4 4 3 2 5 5 1 1 40 3 4 5 3 4 2 2 1 41 3 2 4 3 5 4 2 1 42 1 1 4 4 3 5 2 2 43 2 3 3 2 4 4 1 44 5 2 4 3 3 4 2 5 45 5 3 4 2 3 4 2 1 46 1 1 5 5 3 2 47 4 3 5 4 3 1 2 4 48 1 1 5 3 3 4 2 4 49 5 2 1 5 3 1 4 4 50 4 2 3 3 5 2 2 1 51 5 5 4 4 3 3 2 2 52 5 4 3 3 2 1 1 2 53 2 3 4 3 3 4 54 2 4 3 3 4 5 4 4 55 2 3 3 4 4 2 5 5 56 2 4 3 2 4 5 3 1 57 3 4 4 3 5 1 1 2 58 5 3 4 4 3 2 2 1 59 5 3 3 1 2 4 1 2 60 5 1 2 2 4 3 1 4 61 4 2 2 4 5 1 3 3 62 5 1 1 4 3 3 2 5 63 5 1 2 2 4 3 1 4 64 4 2 2 4 5 1 3 3 65 5 1 2 2 4 3 1 4 66 5 1 2 2 4 3 1 4 67 4 2 2 4 5 1 3 3 68 5 1 2 2 4 3 1 4 69 5 2 1 5 2 1 2 3 70 5 3 1 5 3 1 2 2
Total 268 184 230 215 257 189 137 169
Avg 3.8285714 2.62857143 3.285714 3.0714286 3.671429 2.7 1.957143 2.4142857
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10.Attitude: 10.1 Measurement of cognitive component: The cognitive component consists of the belief that the people have towards different restaurant.
To measure the cognitive component toward Star we asked consumer to place belief about
different factors on semantic scale. To fully evaluate it we also asked them to place their beliefs
about Malancha they are the main competitor of Star. We thus compare with Ideal Bank. We
make cognitive component measurement like the following way:
Clear Environment …… …... ….... …… …… Dirty Environment. Low Price …… …... ….... …… …… High Price Good Taste …… …... ….... …… …… Bitter Taste High Status …… …... ….... …… …… Low Status Good Customer Service …… …... ….... …… …… Poor Customer Service
The belief of customers towards Star restaurant The belief of customers towards Star
Attributes Weight
Environment 10
Price 25
Taste 35
Status 10
Customer Service 20
Total 100
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Star restaurant
AVG-IDEAL -0.95 -0.09 -0.64 -1.00 -1.64
IAVG-IDEALI 0.95 0.09 0.64 1.00 1.64
WEIGHT 0.1 0.25 0.35 0.1 0.2
WEIGHTED AVG 0.095 0.02 0.224 0.1 0.244
TOTAL AVG 0.683
The belief of customers towards Malancha restaurant
Attributes Weight
Environment 10
Price 25
Taste 35
Status 10
Customer Service 20
Total 100
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Malancha
AVG-IDEAL -1.47143 -0.07143 -1 -1.24286 -1.37143
IAVG-IDEALI 1.47 0.07 1 1.24 1.37
WEIGHT 0.1 0.25 0.35 0.1 0.2
WEIGHTED AVG 0.147 0.0175 0.35 0.124 0.274
TOTAL AVG 0.9125 10.2 Affective component measurement: It is the emotion and feeling of the customer to a particular service. They showed their likings about Habib Bank in the survey and that is given below.
10.2 Affective component measurement: It is the emotion and feeling of the customer to a particular service. They showed their likings about Star in the survey and that is given below
Weight:
Likings Strongly Agree
Agree Neutral Disagree Strongly Disagree
Going to Restaurant is fun
Restaurant Should be neat and clean
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Star restaurant is overpriced
I like Star restaurant
The survey result:
Likings Strongly Agree
Agree Neutral Disagree Strongly Disagree
Going to Restaurant is fun
4.05
Restaurant Should be neat and clean
4.75
Star restaurant is overpriced
3.1
I like Star restaurant 3.78 Here we can see that people are quite sure that star restaurant is a reputed a professional on
their restaurant business .The customers are sure about that star restaurant can Provide good
customer service. But they are agree there are some more restaurant who can give similar
service compare to star.
10.3 Behavioral component measurement: The behavior component tries to predict the actual behavior of consumers that is in this case
whether they are traveling RBA or if not. It is the actual action of the customer and it is done or
changed by operant conditioning. This was measured by asking 2 questions:
1. Last time I took a lunch or dinner it was __________________________. 2. When I have my launch o dinner in a restaurant then I usually choose (dish)
__________________________.
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3. Next time when I will visit a restaurant I will prefer to visit star restaurant.
a. Definitely I will go. b. I may go c. I am not sure d. I may not go e. I will not go
The result of the survey is given below. § People usually have account in
Prefer to visit star restaurant Next time
Idea Person
Definitely Go 25
May Go 28
Not Sure 15
May not go 00
Will not Go 02
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So we can see thet majority is willing or almost willing to g which can be easily targated and influenced in future. 10.4 Changing Belief Changing cognitive component:
• Change Belief: People think that star restaurant is overpriced. We need to change this
belief. In the semantic differential scale we saw that it has difference with the ideal
service. We can use some celebrities or cooking expert person then the belief can be
changed. People may prefer star for good quality food.
• Ads Belief: We can also add belief that the high price is giving high quality and taste.
So, people will come to star more.
• Shift Importance: This is shift importance for one aspect to other. People in our
country are very price sensitive. They think that star restaurant is charging high price
more than it should be. If we can shift the importance from price to high quality service
and taste preference then customer will not bother about the price.
Changing Affective component:
• Classical conditioning: To change the affection of the customer we need to use
classical conditioning. We need to identify which food item or celebrity people
like most then we need to use those in the advertisement so they like the food as
well as they like the service.
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• Mare Exposure: star restaurant is high involvement service so to build the liking
we need to give more and more advertisement and informing individual so that
people like it.
Changing Behavioral Component:
• Operant conditioning: It is the main source to change the behavior of the
customer. The behavior component can be changed based on operant
conditioning. If we give some discount then people will use this service
more.
11.Recommendation:
Based on the survey on the target consumer, we can give the following recommendations
for star restaurant.
Life style:
1.The 1st part of the survey consisted of the questions on individual lifestyle. As the surveyed consumers are
from the age between 20-30 and they are generally male in gender, RBA will be able to increase the market share
by focusing on the price and service for this target segment.
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Positioning:
1) Based on the perceptual mapping, the Star Restaurant falls under the traditional criteria;
however with the target market age ranging mainly from 20-30, they should be more
contemporary and creative in their positioning.
2) The status of star restaurant is good positioning. So star restaurant should bring variation and
change on their food items by introducing new items with the older ones so that they can retain
and gain more customer.
Learning:
• Attitude The report shows that in terms of popularity star is much more popular then its competitors. So
that the marketing team should more concentrate on expansion of their market among the other
39
cities and also they can target other age groups by introducing new lines of food items on their
restaurant menu.
12. Conclusion To summarize the whole report, we can say that star restaurant being one of the top Bengali
restaurant in the market have high possibility to increase its current market share, There are
issues which have been mentioned clearly and if followed will bring great result for its brand
image. Star group has already got a great reputation in Bangladesh. It has several known brands
and which have very good distribution in the market. On this regard in case they want to improve
their service system to reach the Customers whenever and however they need, they want to
expand thir busniss not only in Dhaka city also to the whole Bangladesh and also want to that the
market shares of relevant industries like bakeries and kabab houses. So it would be better to say
that they need to build a low price and better selling proposition in the market.
13. Reference: 1. www.prothom-alo.com 2. www.ghuraghuri.com 3. www.dailystar.com
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14. Appendix: Questionnaire attached
S/N Question 1
Question 2
Question 3
Question 4
Question 5
Question 6
Question 7
Question 8
1 2 M 3 3 1 2 3 1 2 2 M 1 1 5 4 5 4 3 2 F 1 1 2 4 3 4 4 2 M 3 1 1 4 4 1 5 2 M 1 4 4 4 4 1 6 2 M 3 1 3 2 3 1 7 2 M 3 2 3 1 4 1 8 2 M 1 1 2 1 3 1 9 2 M 1 2 3 4 2 1
10 2 M 3 3 2 4 5 1 11 2 M 1 1 6 4 4 1 12 2 M 4 5 5 1 3 2 13 2 M 3 5 5 4 5 3 14 2 M 1 2 4 2 1 1 15 2 M 1 1 2 4 1 1 16 2 M 1 1 2 4 1 1 17 3 M 3 2 3 3 4 4 18 2 F 3 3 3 4 1 3 19 2 M 1 1 3 4 2 1 20 3 F 3 1 4 3 1 2 21 3 M 5 2 7 4 2 2 22 3 M 5 1 7 3 1 4 23 2 M 3 2 2 4 2 3 24 2 F 4 3 3 4 1 1 25 3 M 1 2 3 4 1 1 26 4 F 2 4 3 4 4 1 27 2 M 1 1 1 4 1 2 28 2 M 3 2 5 4 2 2 29 2 F 3 1 2 4 2 3 30 5 M 2 3 4 4 4 1 31 2 M 1 3 2 1 1 1
41
32 2 M 3 5 4 1 4 3 33 2 F 3 1 2 1 1 1 34 2 M 3 3 3 4 1 3 35 1 F 4 1 2 4 2 4 36 2 F 3 2 5 4 4 1 37 1 F 3 2 1 4 1 2 38 3 F 3 2 2 4 4 1 39 2 F 3 1 3 4 1 2 40 4 F 2 3 5 3 4 3 41 2 F 1 1 5 4 2 1 42 2 M 3 3 2 3 4 1 43 1 M 1 2 3 2 5 3 44 2 M 3 2 2 1 2 2 45 2 F 4 1 3 4 3 1 46 2 M 3 4 6 3 1 3 47 3 M 1 2 3 4 4 3 48 2 F 3 2 2 4 5 1 49 1 F 3 1 1 1 1 3 50 2 M 5 2 2 4 3 1 51 2 F 3 1 1 3 2 3 52 2 M 3 2 2 4 4 3 53 1 F 5 1 4 1 4 4 54 2 M 3 4 8 4 4 1 55 2 M 4 4 8 1 5 1 56 2 M 1 3 2 1 3 4 57 2 M 1 1 5 4 4 1 58 2 F 3 2 3 3 1 4 59 2 M 2 4 3 4 4 1 60 2 M 3 3 3 1 2 3 61 2 F 3 1 2 4 3 3 62 2 M 3 2 3 2 2 1 63 2 M 3 4 3 4 4 1 64 2 M 1 3 3 4 4 1 65 2 M 1 1 2 4 5 1 66 2 M 4 1 3 4 4 1 67 2 F 1 1 3 4 1 3 68 2 F 3 1 3 2 1 3 69 2 M 5 2 2 4 4 1 70 2 M 1 2 3 2 4 1
42
Question 9
Question 10
Question 12
Question 13
Question 14 Question 19 Question 20
Question 21
3 4 2 yes 1 Bangla Fried Rice 3 1 5 3 yes 4 KFc Fast food 1 1 2 5 yes 1 Cimammon Indian 2 1 5 3 yes 4 KFc Chicken 3 1 4 3 yes 1 Hirazheel Deshi food 2 4 3 5 no 1 Star Kacchi 3 3 5 5 yes 1 1 3 5 3 yes 2 2 3 5 5 yes 1 Nandon Gril 2 5 5 5 yes 1 Today Briani 1 1 4 1 yes 4 Zinzian Chinies 2 2 4 1 yes 5 1 5 4 5 yes 4 1
5 1 3 yes 1 Midnight Sun Fried Rice 3
1 5 3 yes 4 2 4 3 1 yes 1 2
2 4 2 yes 1 Chori Vhati Rice vegetables 2
1 1 1 yes 4 Nandon Fried Rice 5 2 2 5 yes 4 Kasturi Chiken 1
2 3 3 yes 2 Chinies Chinies food 2
1 5 5 yes 1 Prince Rice Bief 2
1 3 2 3 Korai Gosto Rice Chapati 1
1 5 1 yes 1 Malancha Kacchi 2 3 4 3 yes 4 star Kacchi 1 1 1 2 yes 1 KFc Chicken 2 1 4 2 yes 4 Star Rice bief 1 2 2 1 yes 1 5 4 1 4 yes 4 3 1 1 3 yes 1 2 2 2 1 yes 1 3
1 1 3 yes 1 Nandon Kacchi Brianni 2
3 5 5 yes 1 BijoyShoroni Kacchi 2 2 1 4 yes 3 Bashundhara Soup 2 3 2 3 yes 1 Nandon 1 3 2 2 no 1 City Garden Rice 1
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1 4 4 no 1 Apetitin Fried Rice 2 3 1 1 yes 1 1 4 2 5 yes 4 Star Chicken 1
2 1 1 yes 2 Spicy bnoast Rice vegetables 2
5 2 5 yes 5 Malancha Briani 1 1 2 2 yes 1 Star 1 3 1 5 yes 1 3 4 5 4 no 2 KFC Delicus 1 1 5 3 yes 1 Star 2
2 3 1 yes 1 Bangla Morog Polao 2
3 5 3 yes 1 Star Khicuri 1
4 2 3 yes 1 4 season Chainise Food 1
3 2 3 yes 1 2 2 3 5 no 1 Nondon 2
3 1 3 yes 1 Mutton Roast 1
3 1 3 yes 1 Captains World
Chainise Food 3
4 2 1 yes 1 Nondon Fried Rice 1 1 4 5 yes 4 Cinamoon 3 1 1 3 yes 2 Top copi Soup 3 5 3 4 yes 1 Fried Rice 1 4 5 6 yes 1 Hotel Taj 3 3 5 3 yes 1 Buffon rooqe SFC 2
1 5 3 yes 1 Nondon Chicken Rice 2
3 3 4 yes 1 Star Kabab 3 3 3 5 yes 1 Vhoot Egg Rice 2
1 2 3 yes 1 Chinise Food 1
3 1 3 yes 1 Nondon Kabab 1
1 1 4 yes 1 Bangla Kachchi Biriany 3
1 5 4 yes 1 Chinise Food 1
1 2 5 yes 5 Malancha 3 1 2 3 yes 1 Nondon 2 1 2 5 no 4 Nondon 1
1 5 3 yes 4 Kachchi Biriany 2
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1 2 3 yes 1 Star Fried Rice 2 3 3 2
SN Question 18 s1 s2 s3 s4 s5
1 4 5 3 4 2 3 5 4 2 3 4 5 2 4 4 3 5 4 3 5 3 5 4 3 6 4 5 4 4 7 4 5 4 3 8 3 4 4 5 9 4 5 4 4
10 5 5 2 4 11 4 5 4 5 12 3 5 4 4 13 4 2 2 1 14 3 5 4 4 15 3 4 5 5 16 4 5 3 4 17 5 5 1 4 18 5 5 2 3 19 4 5 4 4 20 4 5 3 4 21 4 5 4 4 22 4 5 3 5 23 5 5 2 5 24 4 5 1 4 25 5 5 1 3 26 4 5 2 4 27 5 5 5 2 28 5 5 4 5 29 5 5 2 5 30 5 5 3 4
45
31 4 5 4 4 32 4 5 3 5 33 5 5 4 3 34 5 5 4 5 35 5 5 4 4 36 4 5 2 4 37 5 5 2 5 38 5 5 2 5 39 4 5 3 4 40 5 5 4 4 41 4 4 4 4 42 4 5 2 3 43 5 4 3 1 44 5 5 3 2 45 5 5 3 2 46 4 5 3 4 47 5 4 4 3 48 4 2 3 5 49 3 5 3 4 50 5 5 3 4 51 3 5 3 4 52 5 5 3 3 53 4 4 5 3 54 4 5 3 3 55 5 5 3 4 56 4 4 4 5 57 2 5 3 3 58 4 5 4 4 59 3 5 2 4 60 4 5 3 4 61 2 5 3 4 62 4 5 2 4 63 5 5 3 4 64 3 5 3 3 65 4 4 4 4 66 3 4 3 3 67 4 4 2 4 68 5 4 3 4 69 1 5 1 5 70 3 5 3 3
Total 284 333 217 265
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SN Star Ideal
Enviroment Price Taste Status Service Enviroment Price Taste Status Service 1 4 3 4 5 4 4 3 4 5 5 2 1 5 5 1 5 5 5 5 5 5 3 4 3 4 5 4 5 3 5 4 5 4 5 5 3 3 4 5 3 3 4 5 5 5 4 3 2 1 5 3 4 2 1 6 5 3 4 3 2 5 3 5 3 5 7 3 3 4 3 2 5 4 5 5 5 8 4 3 4 5 4 4 3 4 4 4 9 2 3 3 4 3 4 3 4 3 4
10 4 3 5 3 4 5 3 5 2 5 11 4 3 4 3 4 4 5 3 2 4 12 5 5 5 5 5 5 5 5 5 5 13 1 1 2 3 3 2 3 1 2 1 14 5 3 5 3 5 5 3 5 3 5 15 3 2 4 3 3 4 3 5 3 4 16 3 3 5 3 4 5 3 5 4 5 17 3 3 4 3 3 5 4 5 4 5 18 3 4 3 2 3 5 2 4 4 4 19 5 2 5 5 4 5 3 5 4 4 20 4 2 5 5 4 5 2 5 4 5 21 5 2 5 4 4 4 3 4 4 4 22 5 2 5 3 4 5 2 5 4 5 23 3 4 4 4 5 5 3 5 5 5 24 3 2 3 2 4 5 3 5 5 5 25 5 4 3 3 3 5 3 5 4 5 26 4 4 3 3 4 5 4 5 4 5 27 3 2 3 2 3 5 4 5 5 5 28 5 4 3 2 4 5 2 5 5 5 29 4 4 3 4 4 5 3 5 5 5 30 5 4 4 3 4 5 3 5 5 5 31 5 4 3 2 1 4 3 4 3 4 32 4 2 1 2 2 5 3 1 1 1 33 4 4 3 2 1 5 5 5 5 5 34 4 3 4 4 4 4 3 5 5 5 35 4 3 4 3 4 5 2 5 5 5 36 3 3 2 4 3 5 3 5 4 5 37 3 4 3 2 3 5 2 5 5 5 38 4 4 . 2 3 5 3 4 5 5 39 3 4 3 2 3 5 2 5 5 5
47
40 3 4 4 3 5 5 3 5 3 5 41 4 4 4 2 4 5 4 5 4 5 42 4 3 4 3 4 5 4 5 5 4 43 5 4 4 3 4 5 5 4 3 4 44 4 3 4 3 4 5 4 5 4 5 45 5 1 5 5 5 5 5 5 5 5 46 3 3 3 3 3 3 3 3 3 3 47 4 3 3 2 1 5 4 5 5 5 48 3 4 4 4 4 3 3 3 3 3 49 3 3 4 4 3 5 3 5 5 4 50 5 4 5 4 5 5 3 5 3 5 51 4 4 4 4 1 5 5 5 4 5 52 4 4 4 4 4 5 5 5 5 5 53 3 3 4 3 4 5 3 4 4 4 54 5 2 5 4 4 5 3 4 4 3 55 2 3 4 2 2 5 3 5 4 5 56 4 4 5 2 3 5 4 4 4 4 57 4 4 4 4 4 5 5 5 5 5 58 4 2 5 1 3 5 5 5 5 5 59 3 3 2 2 2 4 3 5 5 5 60 3 3 4 3 4 5 3 5 5 5 61 5 3 5 3 3 5 3 3 5 5 62 3 4 4 2 3 5 5 5 5 5 63 4 3 5 4 4 5 3 5 5 5 64 4 3 5 4 4 5 3 5 5 5 65 5 4 4 3 2 5 5 3 4 3 66 3 2 4 3 2 5 4 4 4 5 67 5 4 3 2 1 1 2 3 4 5 68 2 4 3 3 2 5 2 5 4 5 69 2 4 3 3 2 5 2 5 4 5 70 1 5 5 5 1 4 5 5 5 5
Average 3.74 3.29 3.855 3.129 3.3 4.7 3.37 4.5 4.1 4.5 -0.96 -0.1 -0.64 -1 -1.2 0.95 0.08 0.64 1 1.2 Wt 0.1 0.25 0.35 0.1 0.2 Wt avarage 0.1 0.02 0.224 0.1 0.2 Total Avg 0.683
malancha Enviroment Price Taste Status Service
3 3 4 4 3 1 1 5 1 1
48
3 2 4 3 3 1 1 5 1 1 1 1 5 1 1 5 2 5 5 2 2 3 3 3 3 4 3 4 4 4 2 4 3 3 2 4 1 4 4 4 5 4 3 5 4 5 5 5 5 5 2 5 3 2 2 3 5 4 2 5 2 3 4 3 5 3 3 4 3 4 2 4 2 2 3 2 4 3 2 2 4 3 3 3 3 4 3 4 3 4 4 2 4 4 4 4 3 4 3 3 3 4 4 2 3 2 3 3 2 2 2 4 3 2 2 3 4 3 2 3 3 4 3 3 4 3 2 4 2 1 2 3 2 3 4 4 4 3 2 3 4 3 4 4 3 3 3 5 4 3 1 3 2 1 1 4 3 4 4 4 4 4 4 2 4 3 3 4 3 4 3 4 2 2 3 3 4 3 2 3 3 3 2 1 3 3 4 2 2 4 2 3 2 2 2 5 3 4 3 3 4 5 5 4 3 2 3 3 3 2 5 5 5 5 5 3 3 3 3 3 5 2 3 3 2
49
3 3 3 3 3 4 4 4 3 3 5 4 4 3 4 4 4 4 4 4 4 4 4 4 4 5 3 4 4 4 4 4 3 2 2 3 4 4 3 3 4 4 3 3 4 4 4 4 4 4 1 1 1 1 1 3 4 3 3 2 3 3 4 3 4 3 4 3 2 3 3 4 4 3 4 4 4 4 3 4 4 4 4 3 4 3 2 2 3 4 4 4 5 4 5 4 3 2 3 4 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3
3.2 3.3 3.5 2.886 3.16 -1 -0.1 -1 -1.24 -1.37
1.5 0.1 1 1.24 1.37 0.1 0.3 0.35 0.1 0.2 0.1 0 0.35 0.124 0.27
0.9125
Question 22 SL. NO
Rug/ Del
Exci/ Calm Dom/Sub
Trifty/ Ind
Org/ Unog
Rational/ Em
youht/ Mat For/In Tra/Chan less/Full Total
1 2 2 3 3 4 1 3 3 2 2 25 2 4 1 4 2 5 3 1 4 3 1 28 3 4 5 4 3 4 5 5 4 1 1 36 4 4 1 4 2 5 3 1 4 3 1 28 5 4 1 4 2 5 3 1 4 3 1 28 6 3 1 3 3 1 1 5 5 1 5 28 7 4 3 4 5 4 4 4 3 3 3 37 8 3 4 2 4 4 3 4 5 5 4 38 9 5 5 4 4 4 5 5 4 3 4 43
10 3 2 5 5 5 3 3 2 1 2 31
50
11 3 4 3 3 5 3 2 4 3 4 34 12 4 1 4 2 5 3 1 4 3 1 28 13 2 4 3 2 2 3 2 4 2 1 25 14 2 1 3 2 5 4 5 5 4 1 32 15 4 3 4 5 4 4 4 3 3 3 37 16 3 2 5 5 5 3 3 2 1 2 31 17 3 3 4 4 5 4 3 4 5 2 37 18 3 2 3 3 4 3 1 4 3 1 27 19 3 4 3 3 3 3 5 2 3 1 30 20 3 4 4 3 4 4 4 5 5 2 38 21 2 3 3 2 4 3 3 5 3 3 31 22 5 4 5 2 4 3 3 4 3 3 36 23 4 4 3 5 5 1 4 2 4 1 33 24 3 4 4 5 5 5 5 3 5 1 40 25 1 5 5 5 5 3 1 5 3 1 34 26 3 3 3 4 4 3 3 4 3 2 32 27 3 4 3 4 3 4 2 1 1 1 26 28 5 3 5 3 5 4 5 4 3 2 39 29 4 3 4 5 4 5 5 5 4 2 41 30 1 4 3 4 5 3 1 3 4 1 29 31 2 2 3 3 4 4 3 3 2 2 28 32 2 3 3 3 5 4 4 4 3 2 33 33 4 2 5 3 5 3 3 3 5 3 36 34 2 2 3 2 4 4 4 3 3 1 28 35 5 5 5 3 3 3 5 1 1 1 32 36 3 3 2 3 4 4 3 4 2 3 31 37 4 4 4 3 5 3 1 4 4 1 33 38 3 4 4 3 5 1 5 5 4 2 36 39 2 4 4 4 4 4 4 3 3 1 33 40 2 4 3 3 5 3 3 4 3 2 32 41 1 1 1 3 4 3 5 4 3 2 27 42 3 4 2 3 4 4 4 5 3 2 34 43 3 3 4 3 5 4 4 4 2 1 33 44 1 1 2 2 5 4 5 5 5 3 33 45 5 5 5 3 3 1 5 3 2 2 34 46 2 2 3 2 5 3 4 3 2 1 27 47 1 5 1 5 5 5 5 1 1 5 34 48 3 4 3 2 2 4 4 2 2 2 28 49 4 4 3 3 3 4 2 4 5 4 36 50 3 4 3 4 5 4 4 3 2 2 34 51 3 4 3 4 5 4 4 3 2 2 34
51
52 2 1 2 3 3 1 2 3 1 1 19 53 4 4 4 2 3 4 4 3 3 1 32 54 2 4 3 4 4 4 3 3 2 1 30 55 2 3 3 4 4 4 4 3 2 2 31 56 4 4 3 4 4 4 4 4 2 1 34 57 1 5 1 2 3 5 5 3 1 1 27 58 4 3 3 3 2 3 4 4 3 4 33 59 3 4 5 3 4 5 5 5 3 2 39 60 2 3 2 3 4 4 3 4 2 2 29 61 1 5 5 1 5 1 5 1 1 1 26 62 2 3 3 3 4 4 4 4 4 2 33 63 4 4 4 5 5 4 5 5 4 3 43 64 4 4 5 4 4 4 5 5 4 3 42 65 4 4 5 4 4 4 5 5 4 3 42 66 1 3 2 2 5 5 5 5 1 1 30 67 4 4 3 3 3 3 3 3 3 3 32 68 5 5 4 4 3 3 2 2 1 1 30 69 3 5 3 3 4 2 3 2 4 1 30 70 4 4 5 4 4 4 5 5 4 3 42
Total 211 232 242 229 289 240 251 251 198 139 2282
STAR RESTAURENT We are the students of East West University. As a part of our academic requirement we are supposed to prepare a report on Consumer Behavior towards “STAR RESTAURENT” (Dhanmondi-2, Banani, Kawran Bazar, Thatari Bazar, Joy kalimondir Branch). In this regard we need to contract a survey. We can assure you that data collected through this questionnaire will be used particularly for academic purpose and we will not take more than 5 minutes from you to fill it up. Question is in the below.
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1. What is your age? q 10-20 q 20-30 q 30-40 q 40-50 q 50-above 60
2. What your Gender?
q Male q Female
3. What do you want to in future? q Businessman q Public Job holder q Private Job holder q Teacher q Others (Be Specific) ---------------------
4. What is the average monthly income of your family?
q 40000 and above. q 30000 and less than 40000. q 20000 and less than 30000. q 10000 and less than 20000 q Less than 10000.
5. What do you do during Leisure? (Your answer can be more than one)
q Mobile Conference. q Internet Browsing. q Watching TV. q Reading books. q Listing Music. q Go to Parties. q Go to Restaurant. q Others (Be Specifics) ------------------
6. How many times you come to any restaurant?
q Less than once in a month. q Once a month. q Twice a month. q More than twice a month.
7. Rank Two Favorite Food Item According to your Preference. First Choice give “1” and second give “2”. (Most preferable 5 and least preferable 1)
q Chinese Food. ---------
53
q Fast Food. --------- q Road Side shops ------ q Home made food ------ q Others (Be Specific) --------
8. Which kinds of food you prefer? Ranking according to your preference and give “1 to 5”. (Most preferable 5 and least preferable 1)
q Bangladeshi Food. ------ q Indian Food. ------- q Chinese Food. ------- q Others (Be Specific) --------------------
9. What do you mean by Entertainment in your life? (Your answer can be more than one)
q Traveling. q Go to Restaurant. q Watching Movie. q Listing Music. q Reading Story Books and Novels. q Others (Be Specifics) ----------
10. Rank 5 of your favorite eating-place. Ranking according to your preference and give “1 to 5”. (Most preferable 5 and least preferable 1)
q Nondon. ---------- q Star Restaurant. -------- q Malancha --------- q Bangla Restaurant. q Others (Be Specifics) ----------
11. Place the mention restaurant according to your belief in the five places below. A place can be occupied by more than one restaurant name. A) Malancha B) Nondon C) Fakruddin. D) Star Restaurant. E) Bangla Restaurant F) Others……………………….
Prestigious, Expensive ------ ------ ------ ------- ------ Common, Economical Traditional, Dull ------ ------ ------ ------ ----- Non- Traditional, Enjoyment
12. Why do you go to a Restaurant?
q For Entertainment.(like concert) q For Parties. q For good quality food. q For pleasant environment. q For avoid monotonous food of home. q Others (Be Specifics)-----------------
13. Is home-made food is better?
q Yes q No
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14. The Word the Star restaurant reminds you what? (Your answer can be more than one.)
q Good Taste and good quality food. q Status. q Stylish. q Cost Effective. q Pleasant Environment. q Non -Traditional.
15. Place your belief of the different attributes of Star restaurant’s food Items in the 5 spaces below, (Write tick mark) Clear Environment …… …... ….... …… …… Dirty Environment. Low Price …… …... ….... …… …… High Price Good Taste …… …... ….... …… …… Bitter Taste High Status …… …... ….... …… …… Low Status Good Customer Service …… …... ….... …… …… Poor Customer Service 16. Place your belief what an ideal restaurant should food provide? ; (Write tick mark) Clear Environment …… …... ….... …… …… Dirty Environment Low Price …… …... ….... …… …… High Price Good Taste …… …... ….... …… …… Bitter Taste High Status …… …... ….... …… …… Low Status Good Customer Service …… …... ….... …… …… Poor Customer Service 17. Place your belief of the different attributes of the Star restaurant. (Write tick mark) Clear Environment …… …... ….... …… …… Dirty Environment Low Price …… …... ….... …… …… High Price Good Taste …… …... ….... …… …… Better Taste High Status …… …... ….... …… …… Low Status Good Customer Service …… …... ….... …… …… Poor Customer Service 18. Place your level of agreement with the statement below by placing a tick mark. Likings Strongly
Agree Agree Neutral Disagree Strongly
Disagree Going to Restaurant is fun
Restaurant Should be neat and clean
Star restaurant is overpriced
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I like Star restaurant 19. Last time you took a Lunch or Dinner it was ----------------------- 20. When you have a Lunch or Dinner in Restaurant then usually you choose (Dish) -- ----------------------------------- 21. What is the probability, you will visit Star restaurant next time?
q Definitely I will go. q I may go. q I am not sure. q I may not go. q I will not go.
22. How do you describe yourself? Please a tick mark, where you stand in the spaces below. Rugged ------- ------- ------- -------- -------- Delicate Excitable ------- ------- ------- ------- ------- Calm Dominating ------- ------- ------- ------- ------- Submissive Thrifty ------- ------- ------- -------- ------- indulgent Organized ------ ------ ------- ------- ------- Unorganized Rational ------- ------- -------- -------- -------- Emotional Youthful ------- ------- --------- -------- -------- Mature Formal ------- ------- -------- -------- -------- Informal Traditional -------- -------- -------- ------- -------- Changing Colorless ------- ------- -------- -------- -------- Colorful
