Market Research on Restobars Lifestlye

Marketing Research Project

On

“Understanding consumer lifestyle towards

restaurant cum bars”

Submitted to: Submitted by:

Dr. S.K. Laroiya Yukti Malik (E-20)

Akshay Malhotra (E-33)

Chandan Middha (E-58)

MBA (General)-II

Customer lifestyle towards Restobars 2

Table of Contents

S. No. Topic Name S. No.

A. Executive Summary 3

1 Introduction 4

2 Qualitative research 5

a. Purpose of research

b. Need of research

3 Research Design 6

a. Types of Research design

b. Data Collection

c. Questionnaire development and pretesting

d. Sampling

e. Field work

4 Data Analysis and Findinngs 9

a. Statistics 10

b. Crosstabs 15

c. CHI - Square 22

d. One-way ANOVA 26

e. Independent T-Test 32

5 Limitations 41

6 Conclusion 42

7 Appendicies 43


EXECUTIVE SUMMARY

Nowadays it is very important for the organizations to understand the consumer lifestyle and

behavior in order to sustain in the economy. A market research is thus a tool to give them a

complete insight into what the consumers are looking for in their product, what is important to

the majority of the population and what is not.

Another important factor is the retention of the current consumers and attracting the prospective

customers. This can be inferred from administering the questionnaire and recording their

satisfaction levels with respect to the service quality, their expectations and doing the needful for

further improvements in the resto bars. One can even find out from the same set of questions, the

number of customers who can be potential repeat customers.

On the basis of the questionnaire, It was found that most of the respondents like to visit resto

bars the most of the time, where Hardrock café topped the list. Also they looked into various

parameters in order to choose a place to party or get together, such as ambience, consistent

service quality, crowd, price of the menu, etc.


INTRODUCTION

Restobars are leaving no stone unturned in their attempt to try and lure in as many people as

possible with unique and different ways possible. Although all the industry is earning a good

amount of profit to stay afloat, but they are still unable to understand why they are not able to

earn that much profit that they expected and this survey/study will help them have the insight of

what people expect and what attracts them.

This industry is one of the most booming and safest industries.

No matter if there is a recession people will still eat and drink and will visit the restaurants for

parties, for relaxing and for taking their mind off their problems.

But the problem is that there are so many different types and combinations of restaurants these

days. What do the people really want?


QUALITATIVE RESEARCH

PURPOSE OF RESEARCH

To understand the mentality and mindset of people about the restaurant cum bars.

Understanding the culture of today’s population and determining what they expect from such

establishments which claim to provide drinks, good ambience, food and a good place to hang

out.

And to understand the consumer lifestyle and behavior.

This market research is conducted in order to give Restaurant based businesses an insight into

what the consumers are looking for in their product and services, what is important to the

population and what is not.

NEED FOR RESEARCH

New restaurants are entering the market in large numbers and still they are not able to do

the business they expected to do, This study will help them understand what they are

lacking in their business models, and what people expect from them.

This study will also provide a perspective to the new restaurants who are looking for an

entry to the market.

Determining the viability of a new market for your company to enter.

Identifying your most profitable customer segments and how to protect them

Determining the most effective marketing/advertising channels to support your business.


RESEARCH DESIGN

Type of research design

The Research design of the project is Quantitative in nature. Descriptive analysis is used to

analyze the background as well as the respondent’s profile pertaining to their perception towards

mobile phones. Marketing research is the systematic and objective identification, collection,

analysis, dissemination and use of information

a) Problem – Identification Research - Research undertaken to help identify problems which are

not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples:

market potential, image, market characteristics, sales analysis, forecasting, and trends research.

b) Problem- Solving Research - Research undertaken to help solve specific marketing problems.

Examples : segmentation, product, pricing, promotion and distribution research.

Exploratory Research :- Research that focuses on collecting either secondary data or primary

data and using an unstructured format or informal procedures to interpret them.

Descriptive Research :- Research that uses a set of scientific methods or procedures to collect

raw data and create data structures that describe the existing characteristics of a defined target

population or market structure.

To gain a greater understanding of the research we have even used exploratory research type in

the project. Since, There have not been any previous studies conducted in regard to this project

therefore the exploratory research has been done too.

Data collection from primary sources

Primary data consists of original information gathered for specific purpose. It is collected

using self administered questionnaires which were distributed to respondents who

were briefed as to how the questionnaire is to be answered.

Questionnaires have been used as the primary data collection technique.


A research instrument (questionnaire) was framed, consisting of a series of questions and other

prompts for the purpose of gathering information from respondents. Questionnaires have

advantages over some other types of surveys in that they are cheap, do not require as much

effort from the questioner as verbal or telephone surveys, and often have standardized answers

that make it simple to compile data.

A carefully developed questionnaire have been used. It was pretested before it was administered

on a large scale. Each question was designed to contribute to the research objective. A

structured questionnaire was designed for this purpose.

There were simple,direct and unbiased set of questions that were clear, easy to understand, and

straightforward to ensure that the respondents can answer the questions with ease and

understand the questions properly so that the responses are not biased.

Questionnaire Development and pretesting

Questionnaire is a schedule or measuring instrument for obtaining information from the

respondents. The questionnaire consists of few demographic details and some questions

pertaining to the problem that can help in collecting the information from respondent’s answers.

In order to reduce the response error the questionnaire has been designed in such a way that the

time required to fill it does not exceed 3-4 minutes. Further in order to reduce questionnaire error

such as (avoiding biasness in mind of respondent) questions have been worded carefully. The

research does not consist of any unstructured questions (open-ended).

(A sample questionnaire has been attached at the end).

Sampling

It is a description of the characteristics of a group from where the data has to be collected. It is

also called as the target audience.


This research has targeted 334 people for the purpose of collecting information. The target

population represents Delhi (NCR), studying their lifestyle towards restaurant cum bars.

Under this research report, the sample has been selected on the basis of convenience sampling

technique which is convenient and quick.

Field work

Fieldwork is work that requires first hand observation, recording or documenting what one sees

and hears in a particular setting. It means finding out what people actually do, how they actually

think and behave. Here the field work consists of getting the questionnaires to be filled and this

has been done through Electronic interviewing method where respondents were asked to fill

the survey on Internet like Social media, Personal e-mails etc.


DATA ANALYSIS

AND FINDINGS


STATISTICS

a. Gender

Analysis – Out of the sample size of 334 respondents 54% are males and 46% are females.

b. Occupation of Respondents

Analysis – the maximum number of respondents of the sample belong to student group and

second highest number are professionals.


c. Income Group

Analysis – The maximum respondents belong to the income group of “no income” or the income

group “more than Rs50000”.

d. Age Group of respondents

Analysis – Most of the respondents belong to the age group of 18-24.


e. Where people prefer to party most

Frequency Percent Valid Percent

Cumulative

Percent

V

a

l

i

d

Discotheques 57 17.1 17.1 17.1

Restobars 136 40.7 40.7 57.8

Hotels 53 15.9 15.9 73.7

Own place 48 14.4 14.4 88.0

Somewhere else 40 12.0 12.0 100.0

Total 334 100.0 100.0

Analysis – The maximum people who took part in this survey like to visit restobars for partying.


f. Most preferable Restobar

Analysis – Maximum number of respondents have chosen Hardrock café as their most preferable

restobar.

g. Ranking of different combinations

Preference on the

appetizers you would

give priority to: Drinks Drinks+Meals Snacks+Drinks Snacks+Meals

N Valid 334 334 334 334

Missing 0 0 0 0

Mean 2.47 1.85 2.60 3.04

Analasis – Most preferred combination is Drinks+Meals with the mean ranking of 1.85, followed

by Drinks and then Snacks+Drinks. Also, its noticed that both Drinkks and Snacks+Drinks got a

close mean ranking, which shows that people use both the combinations as substitutes.


h. Preference to change the restobar

Analysis – This stated that out of total sample, almost 61% of people are ready to change their

current restobar.


CROSSTABS

a. Where did people hear about the Restobars which are Popular?

Hard-rock

Mocha Arthouse

CafÃ© 1 Boulevard

Boom box

Smokehouse Grill

Underdogs

Total

How do you get to know about different Resto Bars?

Newspaper Friends Internet Advertisements Others Total

5 113 4 1 0 123

5 73 3 3 0 84

0 40 10 8 6 64

0 33 3 4 0 40

0 9 0 6 0 15

0 8 0 0 0 8

10 276 20 22 6 334

Analysis – According to the above analysis the most popular form of advertisement is the word

of mouth, most of the people have heard about the restobars from their friends; the other means

of advertisements are used but don’t seem to be very successful.

b. The relationship between the restobars and the satisfaction provided by them

Hard-rock

Mocha Arthouse

CafÃ© 1 Boulevard

Boom box

Smokehouse Grill

Underdogs

Total

Very Satisfied Satisfied Neutral Total

11 100 12 123

8 65 11 84

7 46 11 64

4 31 5 40

3 11 1 15

0 8 0 8

33 261 40 334

Analysis – If we consider “Very Satisfied” and “Satisfied” together, Hardrock has the highest

satisfaction rating from respondents.

c. People prefer to change restobars and their current satisfaction level

Very Satisfied Satisfied Neutral

Do you prefer changing your

Resto bar frequently?

Yes 17 166 22 205

No 16 95 18 129

Total 33 261 40 334


Analysis – This shows that people are satisfied with the restobars they visit and yet the prefer

changing them frequently. This can be inferred that people like change and doesn’t want to visit

the same place again and again. Suggestion for the restobar owners is that they should keep

innovating new outlook place after regular intervals of time.

d. How much money are people spending on their favorite restobar and how much they

are willing to spend?

Buffet:If provided the choice for selecting the

courses, how much do you think is a reasonable

price?

On Food:How much do you normally

spend when you visit a Resto bar? Total

Below 500 500-1000 Above 1000

150-400

(Economy Class)

Hard-rock 16 52 14 82

Mocha Arthouse 9 42 10 61

CafÃ© 1 Boulevard 11 32 7 50

Boom box 5 24 4 33

Smokehouse Grill 1 5 4 10

Underdogs 2 0 2 4

Total 44 155 41 240

400-600 (

Business Class)

Hard-rock 1 31 9 41



Boom box 0 6 1 7


Underdogs 0 3 1 4

Total 2 62 30 94

Total

Hard-rock 17 83 23 123



Boom box 5 30 5 40


Underdogs 2 3 3 8

Total 46 217 71 334


Drink+Buffet:If provided the choice for selecting

the courses, how much do you think is a

reasonable price?

On Food:How much do you normally spend

when you visit a Resto bar? Total

Below 500 500-1000 Above 1000

250-500 (Economy

Class)

Hard-rock 14 34 5 53



Boom box 5 16 0 21


Underdogs 1 0 1 2

Total 36 91 14 141

500-700 (Business

Class)




Boom box 0 14 5 19


Underdogs 1 3 2 6

Total 10 126 57 193

Total

Hard-rock 17 83 23 123



Boom box 5 30 5 40


Underdogs 2 3 3 8

Total 46 217 71 334

This research shows that majorly people are spending more than than what they are willing to

spend. As in case of first table, 52 people are spending in range of Rs. 500-1000 in Hardrock,

who actually want to spend less than Rs. 400


e. The following analysis gives us the view about the relationship between the gender and

the attributes that are important to them in their most visited restobars.

Gender

Ambience

Total Most

Important Important Neutral

Not So

Important

Male

Hard-rock 41 23 0 0 64

Mocha Arthouse 34 12 3 0 49

CafÃ© 1

Boulevard 31 9 0 0 40

Boom box 7 10 0 1 18

Smokehouse

Grill 6 2 0 0 8

Underdogs 3 0 0 0 3

Total 122 56 3 1 182

Female

Hard-rock 38 21

0 59

Mocha Arthouse 24 11

0 35

CafÃ© 1

Boulevard 20 4

0 24

Boom box 12 7

3 22

Smokehouse

Grill 3 4

0 7

Underdogs 5 0

0 5

Total 102 47

3 152

Total

Hard-rock 79 44 0 0 123

Mocha Arthouse 58 23 3 0 84

CafÃ© 1

Boulevard 51 13 0 0 64

Boom box 19 17 0 4 40

Smokehouse

Grill 9 6 0 0 15

Underdogs 8 0 0 0 8

Total 224 103 3 4 334

ANALYSIS – Out of the total number 224 respondents who selected most important for

ambience, 79 visit hardrock, which is the highest number. That shows the customer satisfaction

regarding ambience is maximum for Hardrock.


Gender Service quality

Total

Most Important Important Neutral

Male




Boom box 13 3 2 18


Underdogs 1 2 0 3

Total 85 85 12 182

Female




Boom box 13 7 2 22


Underdogs 2 3 0 5

Total 81 63 8 152

Total

Hard-rock 52 60 11 123



Boom box 26 10 4 40


Underdogs 3 5 0 8

Total 166 148 20 334

ANALYSIS – Out of the total number 166 respondents who selected Service quality as the most

important factor 56 visit hardrock, which is the highest number, which shows that people are

maximum satisfied with Hardrock in regard to service quality.


Similarly, for other attributes:

1. Convinient Location:

Out of the total number 58respondents who selected Convenient Location as the most important

factor 28 visit hardrock, which is the highest number.

2. Consistent Quality

Out of the total number 117 respondents who selected consistent quality as the most important

factor 39 visit café 1, which is the highest number

3. Variety of menu items

Out of the total number 96 respondents who selected Variety of menu as the most important

factor 5 32visit hardrock, which is the highest number

4. Price of items

Out of the total number 92 respondents who selected Service quality as the most important factor

37 visits hardrock, which is the highest number

5. Friendly epmloyees

Out of the total number 90respondents who selected Friendly Employees as the most important

factor 30 visit hardrock, which is the highest number

6. Crowd

Out of the total number 132 respondents who selected Crowd as the most important factor 61

visit hardrock, which is the highest number

7. Cleanliness

Out of the total number 168 respondents who selected Least waiting as the most important factor

56 visit hardrock, which is the highest number!

8. Less waiting time

Out of the total number 36 respondents who selected Least waiting as the most important factor

125 visit hardrock, which is the highest number!

This clearly shows that customers are maximum satisfied with overall service quality of

Hardrock in all the aspect as compared to given other restobars.


f. Relationship between age group and where the respondents like to party?

Age group of respondents

Total under 18 18-24 25-34 35-54

Where do you party most? Discotheques 1 38 17 1 57

Restobars 2 108 25 1 136

Hotels 0 44 9 0 53

Own place 2 33 12 1 48

Somewhere else 1 32 7 0 40

Total 6 255 70 3 334

ANALYSIS –People in the age group”18-24” have the most parties and they are inclined to

having them in a restobar.

g. Relationship between which the respondents party with and their occupation?

Occupation

Total Professional Homemaker Student Self-employed Others (specify)

You

would

visit a

Resto

bar for:

Friends get

together 95 2 165 20 2 284

Business party 4 0 5 1 0 10

Family affairs 4 1 10 0 0 15

Seasonal/festive

parties 4 0 11 1 1 17

Others 2 0 5 0 1 8

Total 109 3 196 22 4 334

ANALYSIS – This shows that people fall in whatever category, they like to party mostly with

their friends.


h. Suggested time for HAPPY HOURS

When do you usually visit? What time of the day do you usually visit?

Noon Evening Night Total

Weekends




Boom box 5 9 13 27


Underdogs 0 2 0 2

22 113 80 215

Weekdays

Hard-rock 2 3

5

Mocha Arthouse 0 2

2

CafÃ© 1 Boulevard 6 4

10

Boom box 4 0

4

12 9

21

Both




Boom box 6 3 0 9


Underdogs 3 3 0 6

25 40 33 98

Total

Hard-rock 9 64 50 123



Boom box 15 12 13 40


Underdogs 3 5 0 8

59 162 113 334

ANALYSIS – There are always times of the week where mostly the business is going down and

that’s the time they can maybe come up with an offer where they can maybe buy drinks for free

or something like the concept of happy hour, this should be done at the time where the business

is not very good which happens at the time when regular customers are busy and can’t come

normally.


CHI-SQUARE

a. Income group and various restobars

Income Group

Total No income

Less than

Rs. 10000

Rs. 10000 to

Rs. 25000

Rs. 25000 -

Rs. 50000

Rs. 50000

or Above

Hard-rock 44 5 14 25 35 123

Mocha Arthouse 27 4 10 22 21 84

CafÃ© 1 Boulevard 18 4 4 17 21 64

Boom box 8 3 2 11 16 40

Smokehouse Grill 2 0 5 7 1 15

Underdogs 2 1 0 1 4 8

Total 101 17 35 83 98 334

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 28.456a 20 .099

Likelihood Ratio 28.394 20 .100

Linear-by-Linear Association 3.978 1 .046

N of Valid Cases 334

a. 14 cells (46.7%) have expected count less than 5. The minimum expected

count is .41.

Step1: Formation of hypothesis

H0: Household income has no significant effect on the choice of restobar

H1: Household income has a significant effect on the choice of restobar

Step2: Level of significance = 5%

Step 3:Computation of test variable

Cal Chi-square = 28.456

Step 4: p-value = 9.9%

As p-value > level of significance,

We conclude that there are not enough evidences to reject the null hypothesis in favor of

alternate one. Therefore we say that household income has not a significant effect on the choice

of restobars.


b. Occupation and various restobars

Occupation Occupation

Total Professional Homemaker Student Self-employed

Others

(specify)

Hard-rock 38 1 72 9 3 123

Mocha Arthouse 23 1 56 4 0 84

CafÃ© 1 Boulevard 21 1 37 5 0 64

Boom box 17 0 20 2 1 40

Smokehouse Grill 9 0 5 1 0 15

Underdogs 1 0 6 1 0 8

Total 109 3 196 22 4 334

Chi-Square Tests




Linear-by-Linear Association 1.904 1 .168


a. 19 cells (63.3%) have expected count less than 5. The minimum expected count

is .07.


H0: Occupation of the people has no significant effect on the choice of restobar

H1: Occupation of the people has a significant effect on the choice of restobar


Step 3:Computation of test variable





alternate one. Therefore we say that occupation of the people has not a significant effect on the

choice of restobars.


c. Gender and various restobars

Gender

Total Male Female

Hard-rock 64 59 123

Mocha Arthouse 49 35 84

CafÃ© 1 Boulevard 40 24 64

Boom box 18 22 40

Smokehouse Grill 8 7 15

Underdogs 3 5 8

Total 182 152 334

Chi-Square Tests




Linear-by-Linear Association .202 1 .653



H0: Gender type has no significant effect on the choice of restobar

H1: Gender type has a significant effect on the choice of restobar


Step 3: Computation of test variable





alternate one. Therefore we say that gender type has not a significant effect on the choice of

restobars.

Interpretation:

In above chi-square test we estimated whether there are significant differences for the choice of

restobar in regard to different factors.

And we found out that broadly there doesn’t exist any significant difference for the preference of

a restobar in different factors within several categories.


Oneway ANOVA

a. Income and preference of different attributes

ANOVA

Sum of

Squares df

Mean

Square F Sig.

Ambience

Between Groups 0.675 4 0.169 0.522 0.72

Within Groups 106.489 329 0.324

Total 107.165 333

Service Quality

Between Groups 0.698 4 0.174 0.472 0.756

Within Groups 121.482 329 0.369

Total 122.18 333

Convinient

location

Between Groups 1.996 4 0.499 0.66 0.62

Within Groups 248.819 329 0.756

Total 250.814 333

Consistent

quality

Between Groups 2.133 4 0.533 0.905 0.461

Within Groups 193.795 329 0.589

Total 195.928 333

Variety of menu

items

Between Groups 9.161 4 2.29 2.389 0.051

Within Groups 315.378 329 0.959

Total 324.539 333

Price of the

items

Between Groups 24.9 4 6.225 7.23 0

Within Groups 283.256 329 0.861

Total 308.156 333

Friendly

employees

Between Groups 4.422 4 1.106 1.476 0.209

Within Groups 246.452 329 0.749

Total 250.874 333

Crowd

Between Groups 23.622 4 5.906 5.205 0

Within Groups 373.303 329 1.135

Total 396.925 333

Cleanliness

Between Groups 3.899 4 0.975 1.657 0.16

Within Groups 193.502 329 0.588

Total 197.401 333

Less waiting

time

Between Groups 3.73 4 0.932 1.611 0.171

Within Groups 190.426 329 0.579

Total 194.156 333



H0: There is no significant difference between preference for attributes and among the people

belonging to different income groups

H1: There is significant difference between preference for attributes and among the people

belonging to different income groups


Step 3: Computing test statistics

Attributes p-value

Ambience 0.072

Service Quality 0.756

Convinient Location 0.62

Consistent Quality 0.461

Variety of menu items 0.051

Price of the items 0

Friendly employees 0.209

Crowd 0

Cleanliness 0.16

Less Waiting time 0.171

Conclusion:

As we can see, in all the attributes, except Price and Crowd, p-value is greater than .05, we

conclude that there are not enough evidences to reject the null hypothesis in favor of alternate

one. Therefore we say that there is no difference in the preference of attributes among the

different income groups for these factors.

But for the attributes, Price and Crowd, p-value is less than the significance level, we conclude

that there are strong evidences to reject the null hypothesis in favour of alternate one. And hence

there exist differences in the preference of these attributes among the different income groups.


b. Occupation and preference of different attributes

ANOVA

Sum of

Squares df

Mean

Square F Sig.

Ambience

Between Groups 0.929 4 0.232 0.72 0.579

Within Groups 106.235 329 0.323

Total 107.165 333

Service Quality

Between Groups 2.443 4 0.611 1.678 0.155

Within Groups 119.737 329 0.364

Total 122.18 333

Convinient

location

Between Groups 0.058 4 0.015 0.019 0.999

Within Groups 250.756 329 0.762

Total 250.814 333

Consistent

quality

Between Groups 3.292 4 0.823 1.406 0.232

Within Groups 192.636 329 0.586

Total 195.928 333

Variety of menu

items

Between Groups 3.819 4 0.955 0.98 0.419

Within Groups 320.719 329 0.975

Total 324.539 333

Price of the

items

Between Groups 5.522 4 1.38 1.501 0.202

Within Groups 302.634 329 0.92

Total 308.156 333

Friendly

employees

Between Groups 1.062 4 0.266 0.35 0.844

Within Groups 249.812 329 0.759

Total 250.874 333

Crowd

Between Groups 4.355 4 1.089 0.912 0.457

Within Groups 392.571 329 1.193

Total 396.925 333

Cleanliness

Between Groups 1.132 4 0.283 0.474 0.754

Within Groups 196.269 329 0.597

Total 197.401 333

Less waiting

time

Between Groups 2.527 4 0.632 1.085 0.364

Within Groups 191.629 329 0.582

Total 194.156 333



H0: There is no significant difference between preference for attributes and among the people of

different occupations

H1: There is significant difference between preference for attributes among the people of

different occupations



Attributes p-value

Ambience 0.579





Price of the items 0.202


Crowd 0.457

Cleanliness 0.754


Conclusion:

As we can see, in all the attributes, p-value is greater than .05, we conclude that there are not

enough evidences to reject the null hypothesis in favor of alternate one. Therefore we say that

there is no difference in the preference of various attributes among the people of different

occupations.


c. Gender and preference of different attributes

ANOVA

Sum of

Squares df

Mean

Square F Sig.

Ambience

Between Groups 0.011 1 0.011 0.033 0.857

Within Groups 107.154 332 0.323

Total 107.165 333

Service Quality

Between Groups 0.519 1 0.519 1.416 0.235

Within Groups 121.661 332 0.366

Total 122.18 333

Convinient

location

Between Groups 0.428 1 0.428 0.567 0.452

Within Groups 250.387 332 0.754

Total 250.814 333

Consistent

quality

Between Groups 0.851 1 0.851 1.448 0.23

Within Groups 195.077 332 0.588

Total 195.928 333

Variety of menu

items

Between Groups 0.369 1 0.369 0.378 0.539


Total 324.539 333

Price of the

items

Between Groups 0.442 1 0.442 0.477 0.49

Within Groups 307.713 332 0.927

Total 308.156 333

Friendly

employees

Between Groups 2.635 1 2.635 3.524 0.061


Total 250.874 333

Crowd

Between Groups 0.639 1 0.639 0.535 0.465

Within Groups 396.286 332 1.194

Total 396.925 333

Cleanliness

Between Groups 0.121 1 0.121 0.203 0.653

Within Groups 197.281 332 0.594

Total 197.401 333

Less waiting

time

Between Groups 0.188 1 0.188 0.322 0.571

Within Groups 193.968 332 0.584

Total 194.156 333



H0: There is no significant difference between preference for attributes and among males and

females

H1: There is significant difference between preference for attributes among males and females



Attributes p-value

Ambience 0.857





Price of the items 0.49


Crowd 0.465

Cleanliness 0.653


Conclusion:

As we can see, in all the attributes, p-value is greater than .05, we conclude that there are not


there is no difference in the preference of various attributes among the people of different

occupations.


INDEPENDENT T-Test

a. Income and expenditure pattern

Group Statistics

How much do you spend

normally Income Group N Mean Std. Deviation Std. Error Mean

On Drinks Rs. 10000 to Rs. 25000 35 1.34 .482 .081

Rs. 25000 - Rs. 50000 83 1.95 .561 .062

On Food Rs. 10000 to Rs. 25000 35 2.09 .373 .063

Rs. 25000 - Rs. 50000 83 2.25 .641 .070

Independent Samples Test

Levene's Test for

Equality of

Variances

t-test for Equality of Means

How much do you

spend normally

95% C.I. of the

Diff.

F Sig. t df Sig. (2-

tailed)

Mean

Difference

Std. Error

Difference Lower Upper

On

Drinks

Equal

variances

assumed

1.935 0.167 -5.606 116 0 -0.609 0.109 -0.824 -0.394

Equal

variances

not

assumed

-5.966 73.997 0 -0.609 0.102 -0.812 -0.406

On Food

Equal

variances

assumed

24.64 0 -1.442 116 0.152 -0.167 0.116 -0.397 0.062

Equal

variances

not

assumed

-1.77 104.23 0.08 -0.167 0.095 -0.355 0.02


H0: There is no significant difference between expenditure patterns of people belonging to two

specified income groups

H1: There is significant difference between expenditure patterns of people belonging to two



Group 1: Rs. 10000 to Rs. 25000

Group 2: Rs. 25000 to Rs. 50000



On Drinks On Food

p-value 0.167 0

Conclusion:

As we can see, in case of “on drinks”, p-value is greater than .05, we conclude that there are not


there is no significant difference between expenditure patterns of people belonging to the given

income groups for the purpose of drinks.

Whereas in the case of “on food”, p-value is 0, we conclude that we reject the null hypothesis for

alternate one due to strong evidences. Therefore we say that there exists significant difference

between expenditure patterns of people belonging to the given income groups for the purpose of

food

b. Income and expenditure pattern

Group Statistics


normally Income Group N Mean Std. Deviation Std. Error Mean

On Drinks Rs. 25000 - Rs. 50000 83 1.95 .561 .062

Rs. 50000 or Above 98 1.65 .576 .058

On Food Rs. 25000 - Rs. 50000 83 2.25 .641 .070

Rs. 50000 or Above 98 2.09 .456 .046



Levene's Test for

Equality of

Variances


How much do you

spend normally

95% C.I. of the

Diff.


tailed)

Mean

Difference

Std. Error


On

Drinks

Equal

variances

assumed

11.445 0.001 3.518 179 0.001 0.299 0.085 0.131 0.466

Equal

variances

not

assumed

3.526 175.53 0.001 0.299 0.085 0.132 0.466

On Food

Equal

variances

assumed

25 0 1.97 179 0.05 0.161 0.082 0 0.323

Equal

variances

not

assumed

1.917 144.88 0.057 0.161 0.084 -0.005 0.327






Group 2: Rs. 25000 to Rs. 50000

Group 3: Rs. 50000 or above




On Drinks On Food

p-value 0.001 0

Conclusion:

As we can see, in both the cases p-value is less than .05, we conclude that we reject the null

hypothesis for alternate one due to strong evidences. Therefore we say that there exists

significant difference between expenditure patterns of people belonging to the given income

groups for the purpose of both food and drinks

Interpretation:

From the above two T-tests, we derived that while there was a difference in expenditure for food

in both the cases, but expenditure pattern for drinks was not significantly different initially, when

the groups were 1 and 2, but there was significant difference when the groups considered were 2

and 3.


c. Occupation and expenditure pattern

Group Statistics


normally Occupation N Mean Std. Deviation Std. Error Mean

On Drinks Professional 109 1.64 .646 .062

Student 196 1.63 .581 .041

On Food Professional 109 1.96 .623 .060

Student 196 2.11 .567 .041


Levene's Test for

Equality of

Variances


How much do you

spend normally

95% C.I. of the

Diff.


tailed)

Mean

Difference

Std. Error


On

Drinks

Equal

variances

assumed

2.334 0.128 0.203 303 0.839 0.015 0.072 -0.128 0.157

Equal

variances

not

assumed

0.197 204.17 0.844 0.015 0.074 -0.132 0.162

On Food

Equal

variances

assumed

0.082 0.775 -2.049 303 0.041 -0.144 0.07 -0.282 -0.006

Equal

variances

not

assumed

-1.995 206.4 0.047 -0.144 0.072 -0.286 -0.002


H0: There is no significant difference between expenditure patterns of people who are

professionals and students

H1: There is significant difference between expenditure patterns of people who are professionals

and students




On Drinks On Food

p-value 0.128 0.775

Conclusion:

As we can see, for both the cases p-value is greater than .05, we conclude that there are not


there is no significant difference between expenditure patterns of professionals and students

towards restobars.

d. Gender and expenditure pattern

Group Statistics


normally Gender N Mean Std. Deviation Std. Error Mean

On Drinks Male 182 1.78 .645 .048

Female 152 1.45 .550 .045

On Food Male 182 2.03 .634 .047

Female 152 2.13 .523 .042



Levene's Test for

Equality of

Variances


How much do you

spend normally

95% C.I. of the

Diff.


tailed)

Mean

Difference

Std. Error


On

Drinks

Equal

variances

assumed

0.138 0.711 4.921 332 0 0.326 0.066 0.196 0.457

Equal

variances

not

assumed

4.991 331.84 0 0.326 0.065 0.198 0.455

On Food

Equal

variances

assumed

1.155 0.283 -1.615 332 0.107 -0.104 0.064 -0.231 0.023

Equal

variances

not

assumed

-1.643 331.96 0.101 -0.104 0.063 -0.229 0.021


H0: There is no significant difference between expenditure patterns of males and females

H1: There is significant difference between expenditure patterns of males and females



On Drinks On Food

p-value 0.711 0.283

Conclusion:

As we can see, for both the cases p-value is greater than .05, we conclude that there are not


there is no significant difference between expenditure patterns of males and females for

restobars.


e. Age and expenditure pattern

Group Statistics


normally Age group of respondents N Mean Std. Deviation Std. Error Mean

On Drinks 18-24 255 1.60 .572 .036

25-34 70 1.73 .741 .089

On Food 18-24 255 2.09 .571 .036

25-34 70 2.03 .613 .073


Levene's Test for

Equality of

Variances


How much do you

spend normally

95% C.I. of the

Diff.


tailed)

Mean

Difference

Std. Error


On

Drinks

Equal

variances

assumed

11.735 0.001 -1.51 323 0.132 -0.125 0.083 -0.287 0.038

Equal

variances

not

assumed

-1.306 92.741 0.195 -0.125 0.095 -0.314 0.065

On Food

Equal

variances

assumed

0.003 0.956 0.787 323 0.432 0.062 0.078 -0.092 0.216

Equal

variances

not

assumed

0.756 104.21 0.452 0.062 0.082 -0.1 0.223



given age groups


given age groups


Group1:18-24

Group 2: 25-34



On Drinks On Food

p-value 0.001 0.956

Conclusion:

As in the case of “on drnks”, p-value is close to 0, we conclude that we reject the null hypothesis

for alternate one due to strong evidences. Therefore we say that there exists significant

difference between expenditure patterns of people belonging to the given age groups for the

purpose of drinks

Whereas in case of “on food”, p-value is greater than .05, we conclude that there are not enough

evidences to reject the null hypothesis in favor of alternate one. Therefore we say that there is no

significant difference between expenditure patterns of people belonging to the given age groups

for the purpose of food.


LIMITATIONS

There were various limitations related to this study which might have resulted in a wrong

conclusion or a suggestion.

The limitations are :-

Nature of the business and sustomer

Sometimes it was a problem to take responses from restobars as people sometimes does

not react rationally.

Information-

The information which has been collected from the respondents may not be a good

representative of the whole population and therefore it might have led to a wrong

conclusion.

Limited Resources-

Since the resources were limited due to time and cost constraint , a proper study could not

be conducted and therefore the result might be that the respondents might be biased

towards a particular resto bar.

Biasness-

The respondent may be biased towards a particular question or response and therefore the

purpose of study is not fulfilled.


CONCLUSIONS

By conducting the market research on customers lifestyle towards Restaurant cum bars, it can be

concluded that majority of the people tend to visit resto bars to party, with discotheques

following it. Also, the one visited the most is Hardrock café

By studying the various factors affecting the buying behavior of customers, it is concluded that if

we take age group into consideration, the maximum visitors lie in the age group of 18-24 yrs

followed further by 25-34 yrs, i.e. the students and professionals.

It is concluded that if Income level is considered as a factor , then either the people having no

income or the ones having monthly income above Rs. 50,000 are the ones who visit the most.

The concept of happy hours can help the business increase their profits at the time when people

mostly don’t visit the Restobars,

.


APPENDICIES

Questionnaire

We are conducting a survey on restobars the survey focuses on the current lifestyle of people

about how often the visit a popular restaurant or Bar, and what are the attributes they like about

their favorite bar. We would be grateful if you could spare a few minutes for participating in it.

Thank you for your cooperation.

This survey will help us to understand the the expectations of a common man from restaurants,

the survey is conducted by the students of Amity Business School.

1. Do you party? *This question is required

Yes No

2. Where do you party most? *This question is required

Discotheques Restobars Hotels Own place Hotels Somewhere

else

3. How often do you party in a Resto bar? *This question is required

Once in a week Daily Monthly Occaionaly

4. What locations do you usually prefer? *This question is required

Set preferred Convenience Branded Common place No

boundation

5. When do you usually visit? *This question is required

Weekends Weekdays Both

6. What time of the day do you usually visit? *This question is required

Morning Noon Evening Night

7. How do you get to know about different Resto Bars? *This question is required

Newspaper Friends Internet Advertisements Others


8. You would visit a Resto bar for: *This question is required

Friends get together Business party Family affairs Seasonal/festive

parties Others

9. With whom do you prefer to visit? *This question is required

Friends Family Alone

10. Below is a listing of various Resto bars. Please check the one you visit most. *This question

is required

Hard-rock Mocha Arthouse Café 1 Boulevard Boom box

Smokehouse Grill Underdoggs

11. Regarding your selection of a Resto bar, please rank each of the following attribute: *This

question is required

Most

Important Important Neutral

Not So

Important Least Important

Ambience

Service quality

Convenient

location

Consistent

quality

Variety of menu

items

Price of the

items

Friendly

employees

Crowd

Cleanliness

Less waiting

time


12. Regarding your selection of a Resto bar, please give marks to each attribute (sum total should

be 100), higher the score of an attribute, moe important it is.. *This question is required

Ambience Service quality

Convenient location Consistent quality

Variety of menu items Price of the items

Friendly employees Crowd

Cleanliness Less waiting time

13. How much do you normally spend when you visit a Resto bar? *This question is required

Below

500

500-

1000

Above

1000

On

Drinks

On Food

14. If provided the choice for selecting the courses, how much do you think is a reasonable

price?

Buffet

150-400 (Economy Class) 400-600 (Business Class)

Drink+Buffet

250-500 (Economy Class) 500-700 (Business Class)

15. Rank the combinations from 1 to 4: *This question is required

Drinks ___

Drinks+Meals ___

Snacks+Drinks ___

Snacks+Meals ___


16. On a scale of 1 to 5, rate your satisfaction from the Resto bar you visit most. 5 being very

satisfied and 1 being highly dissatisfied. *This question is required

Very Satisfied Satisfied Neutral Dissatisfied Very Dissatisfied

17. Do you prefer changing your Resto bar frequently? *This question is required

Yes No

18. Which age group do you belong to? *This question is required

under 18 18-24 25-34 35-54 55+

19. What of the following best describes your occupation? *This question is required

Professional Homemaker Student Self-employed Others

(specify)

20. Into which category does your average monthly household income fall before taxes?

No income Less than Rs. 10000 Rs. 10000 to Rs. 25000

Rs. 25000 to Rs. 50000 Rs. 50000 or above

21. What is your gender? *This question is required

Male Female

Name: _____________________ Phone Number: ______________________

Documents

Market Research on Restobars Lifestlye