Resturant-udt.doc

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A STUDY ON CUSTOMER PREFERENCE AND SATISFACTION

TOWARDS RESTAURANTS IN UDUMALPET CITY

1. Name :

2. Gender

Male Female

3. Age:

Below 20 20-30

30-50 Above 50

4. Marital status:

Married Unmarried

5. If you are married, Is your spouse is an employee?

Yes No

6. Type of the family:

Joint Nuclear

7. Number of family members in your family:

Below 3 3-6

6-9 More than 9

8. Number of earning members in your family:

1 23 More than 3

9. Place of residence

Village Town

10. Are you educated?

Yes No

11. If yes, What is your educational qualification:

Up to UG PG

Professional Others

12. Type of employment:

Government Private

13. Nature of work:

Clerical Managerial

Professional Others


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14. Monthly income of the family:

Less than Rs. 5,000 Rs. 5,000 Rs. 10,000

Rs. 10,000 Rs. 15,000 More than Rs. 15,000

15. Source of information about restaurant

Family members Advertisement

Friends Self

16. Tick the visited restaurants

Anamalis Sun

Gandhirams Annappar

Annavasal Others

17. Are you willing to Visit the same restaurant

Yes No

18. If yes, specify the reason

Hygienic Variety of Taste

Low Cost Service

19. Duration of the visiting the restaurant

Just Started with in 6 Months

6 Months 1 Year More than 1 year

20. Which item would you like to have choice?

Vegetarian Non - Vegetarian

Both

22. If Vegetarian, Mention the item name

Noodles Fried Rice

Biryani Naan

Mushroom items Meals

Tiffen

23. If Non - Vegetarian, Mention the item name

Chicken Mutton

Fish Others

24. Willing to go restaurant with

Friends Colleague

Family Others


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25. Often order is placed by

Self Friends

Family Members

26. Frequency of visit

Daily / Alternative Days Weekly once

Twice in a month Whenever desired

27. which time will you like to visit

Breakfast Lunch

Dinner

28. How much amount spent per visit

Below Rs 200 Rs 201 300

Rs 301 400 Above Rs.400

29. Is order served perfectly

Yes No

30. Will you like to recommend to others

Yes No

31. If yes, Reason for recommendation

Ambience Food

Service Cost

Speed Cleanliness

32. Do you think price is normal

Yes No

33. Is the menu has a good variety of items

Yes No

34. If the employees are patient when taking orders

Agree Neutral

Disagree

35. Will you think paid amount is worth ?

Yes No

36. Give suggestion about Restaurants?

1. ____________________________

2. ____________________________


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CHAPTER ICHAPTER I

INTRODUCTION AND DESIGN OF THE STUDYINTRODUCTION AND DESIGN OF THE STUDY

1.11.1 INTRODUCTION

India is in the midst of a restaurant revolution. Ten years ago, people would

calculate how much it costs to make a chicken dish at home (rather than eating out at a

restaurant), and on realizing how much cheaper it is, would prepare it at home. These

days, well-heeled Indians are much more likely to go out. India represents a tremendous

long-term growth opportunity for Restaurants with a population of nearly 1.1 billion

people, a strong national infrastructure and a growing middle class. The post 1990 period

saw many international food-chains entering the country as it developed into a potential

market for restaurant industry. Given Indias status as the planets largest democracy, a

middle class the size of the entire U.S. population, and worlds second-fastest growing

economy behind Chinas, restaurant operators say that the country offers growth

opportunities as potentially rewarding as those they have pursued in China since the4

mid-1980s. Indias middle class, which is growing rapidly in both size and income, is

seeking ways to enjoy the results of their hard work.

The eating habits of the people are changing. In a family, if both the husband and

wife are earning, by the time they return from work, the wife is too exhausted to prepare

meals for the family and this makes them to go out for eating. This ultimately results in

the growth and development of restaurants or hotels. Indian taste buds are demanding

more and restaurant industry-one of the most people intensive industry is gearing up to

cater to the rising expectations of food lovers. Eating-out has become more of a

convenience rather than a fashion and now-a-days, it has become a routine on the

weekends. Also, with no domestic help in the house, most people in the city prefer to eat

out. Socio-economic changes in the country have brought significant changes in the

attitude of middle class. They expect a lot of choice. While Generation Next prefers fast

food; old people who also frequent restaurants and food chains, prefer traditional food.

Frequent travels of Indian professionals and visual media promoted the habit of eating

out and now-a-days, children, who are lured by advertisements, are pushing parents to go

out for food. Developing trends demanded diversified customer services and restaurants


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in the name of fast food. These restaurants purposefully serve the busy customers who

like to satisfy their hunger in a quick manner and also with huge variety of food items.

Thus, dinning out in restaurants has been the recent trend. Star hoteliers, with

their exquisite and diversified menu and low price, attract clients and the roadside dhabas

have also improved their ambience and service quality to woo the customers. With a

gamut of restaurants and eateries to choose from, the restaurant industry is facing stiff

competition.

In 2004 alone, more than 175 mid-to-top-range restaurants opened in New Delhi

and Mumbai. And while its true that5 the percentage of meals Indians eat out-5%-is still

low by international standards (its 46% in the U.S.), the amount of disposable income

going on dining out is rising rapidly: Since 1997, it has more than doubled to 13%.

Thats a trend that looks set to grow. In 1998, The Times of Indias first New Delhi food

guide just listed 500 restaurants. The 2003 edition listed 1,000. Revenue of the hotel and

restaurant industry in India, primarily driven by foreign tourist arrivals during the

financial year 2006-07, was Rs.604.32 billion, a growth of 21.27% over the previous

year. So the study, Customer Preference and Satisfaction Towards Restaurants In

Udumalpet was conducted to identify the customer perception, factors considered in

selecting a restaurant, variety of foods preferred and the restaurants while dining out.

1.2 INDUSTRY PROFILE2 INDUSTRY PROFILE

The diverse culinary habits, wide range of cuisines and the diverse cooking

techniques are some of the main factors behind the growth of restaurants in India. With

the market liberalization policies undertaken by the government, India has also become a

consumer market with a huge customer base. This has provided a fillip to the restaurant

industry in the country. With the high standard of living and the change in the lifestyle of

the people, more and more consumers are also flocking various restaurants. Recent

surveys have shown that there has been a growing trend among the Indians to taste

various types of gastronomical delights. This has also led to the growth of restaurants

which serve regional and international delicacies.

The growth of the tourism industry has also been a positive factor behind the

growth of restaurants in India. With more and more domestic and foreign tourists going


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to the popular tourist destination, it has been a boon for the restaurants. According to

recent surveys, India has become one the top five destinations among the 167 popular

tourist destinations. With more and more foreign tourists coming in, the restaurant

industry is expected to grow at a rapid pace and more categories of eating outlets will

come up.

According to recent surveys, the rate of growth of the restaurant industry in India

is expected to be around 4.5 % on an average. A significant number of the workforce in

the country is also engaged in the restaurant industry. According to recent surveys, by the

end of the year 2012, the overall restaurant industry in the world will employ around 13.3

million people, of which India will have a significant share. However, the main challenge

is to enhance the market growth of the industry. Today, the Indian restaurant industry is

mainly based in the urban areas the tourist destinations. Efforts need to be made to

increase the market in the rural areas as well. There are restaurants in the rural areas but

most of them fall under the unorganized sector. A systematic approach is required to

increase the target audience in the rural sector.

With the open market and liberalization policies, more and more international

restaurant chains are also opening their branches in various cities of the country. This has

increased the rate of foreign investments in the country having a favorable effect on the

overall economy of the country. The foreign restaurants are setting up bases to cater to

the vast consumer market in the country.

The growth of the restaurants in India has directly led to the growth of fast food

eating outlets in the country. The Indian youth of today is very much inclined towards

fast food and this has become a major factor towards the growth of these types of

restaurants.

The future of the restaurant industry looks bright. With the increase in demand,

the consumer patterns, the profit of this industry will also significantly rise. In fact, the

restaurant industry has become a popular career option for the youngsters of India. More

and more people are opting to work in different segments of this industry to start a highly


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successful career. New courses and study programs based on various sectors of the

restaurant and food processing industries are also coming up to cater to students.

1.3 OBJECTIVES OF THE STUDY

To analyze the customer preferences towards restaurants.

To analyze the factors that influences a customer to choose a particular restaurant.

To study the consumption pattern in restaurants.

To study the opinion about the services in restaurants.

Expanding our marketing and advertising in Local TV Channels to increase our

customer base

1.4 SCOPE OF THE STUDY

The scope of the project is as follows

o This study applies to Udumalpet Taluk only.

o This study reveals the Preference of customer towards a restaurant only.

o It reflects the study of relationship between the various factors such as

quality, taste and price.

1.5 LIMITATIONS OF THE STUDY

1. The study was restricted to Udumalpet taluk only.

2. This conclusion reflects the attitudes of consumers in Udumalpet towards various

restaurants.

3. The duration of the study was just 3 month, this affected the sample size.

4. Questionnaire has been collected from 100 customers only.

5. There could be a bias on the part of the respondents.

1.6 PERIOD OF THE STUDY:

The study covers a period of 4 months i.e. from November 2010 to February 2011.


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The data collected, opinion and expectations revealed pertain to the same period.

To get some additional information the expert of this sector were consulted.

1.7 METHODOLOGY:

Sample Design:

The validity of any research is based on the systematic method of data

collection and analysis of the data collected. The study is based on the data

collected from individual investors.

The Udumalpet taluk is in the District of Tirupur. The investors were

selected by convenience sampling method from the selected revenue blocks such

as town and village of Udumalpet taluk.

Collection of Data:

This study uses the primary data obtained from salaried class investors in

the Udumalpet taluk. Questionnaire was the main tool for collecting the data. The

questionnaire was pre-tested to ensure clarity and prompt response from the

respondents. Secondary data are collected from various textbooks, journals,

magazines, internet etc. The sample size was 100 convenience sampling was

adopted to select the investors.

Analysis and interpretation of Data:

The data collected were analyzed by preparing suitable table. The

information collected with the help of questionnaire are tabulated and analyzed by

using various statistical measures like

Percentage Analysis - To know how much percentage of sample investors

is expected to have same percentage of expected rate of return


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CHAPTERCHAPTERIIII

REVIEW OF LITERATUREREVIEW OF LITERATURE

A restaurant prepares and serves food, drink and dessert to customers in return for

money. Meals are generally served and eaten on premises, but many restaurants also offer

take-out and food delivery services. Restaurants vary greatly in appearance and offerings,

including a wide variety of the main chef's cuisines and service models.

While inns and taverns were known from antiquity, these were establishments

aimed at travellers, and in general locals would rarely eat there. Modern restaurants, as

businesses dedicated to the serving of food, and where specific dishes are ordered by the

guest and generally prepared according to this order, emerged only in 18th-century

Europe, although similar establishments had also developed in China.

A restaurant owner is called a restaurateur; both words derive from the French

verb restaurer, meaning "to restore". Professional artisans of cooking are called chefs,

while preparation staff and line cooks prepare food items in a more systematic and less

artistic fashion.

Food catering establishments which may be described as restaurants were known

since the 11th century in Kaifeng, China's northern capital during the first half of the

Song Dynasty (9601279). With a population of over 1,000,000 people, a culture of

hospitality and a paper currency, Kaifeng was ripe for the development of restaurants.

Probably growing out of the tea houses and taverns that catered to travellers, Kaifeng'srestaurants blossomed into an industry catering to locals as well as people from other

regions of China. Stephen H. West argues that there is a direct correlation between the

growth of the restaurant businesses and institutions of theatrical stage drama, gambling

and prostitution which served the burgeoning merchant middle class during the Song

Dynasty.


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Restaurants catered to different styles of cuisine, price brackets, and religious

requirements. Even within a single restaurant much choice was available, and people

ordered the entree they wanted from written menus. An account from 1275 writes of

Hangzhou, the capital city for the last half of the dynasty:

"The people of Hangzhou are very difficult to please. Hundreds of orders are

given on all sides: this person wants something hot, another something cold, a third

something tepid, a fourth something chilled; one wants cooked food, another raw, another

chooses roast, another grill" The restaurants in Hangzhou also catered to many northern

Chinese who had fled south from Kaifeng during the Jurchen invasion of the 1120s,

while it is also known that many restaurants were run by families formerly from Kaifeng.

TYPES OF RESTAURANTS

Restaurants range from unpretentious lunching or dining places catering to people

working nearby, with simple food served in simple settings at low prices, to expensive

establishments serving refined food and wines in a formal setting. In the former case,

customers usually wear casualclothing. In the latter case, depending on culture and local

traditions, customers might wear semi-casual, semi-formal, or even in rare cases formal

wear.

Typically, customers sit at tables, their orders are taken by a waiter, who brings

the food when it is ready, and the customers pay the bill before leaving. In finer

restaurants there will be a host or hostess or even a matre d'htel to welcome customers

and to seat them. Other staff waiting on customers include busboys and sommeliers.

Restaurants often specialize in certain types of food or present a certain unifying,

and often entertaining, theme. For example, there are seafood restaurants, vegetarian

restaurants or ethnicrestaurants. Generally speaking, restaurants selling food

characteristic of the local culture are simply called restaurants, while restaurants selling

food of foreign cultural origin are called accordingly,

RESTAURANT REGULATIONS

Depending on local customs and the establishment, restaurants may or may not

serve alcohol. Restaurants are often prohibited from sellingalcohol without a meal by


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alcohol sale laws; such sale is considered to be activity for bars, which are meant to have

more severe restrictions. Some restaurants are licensed to serve alcohol ("fully licensed"),

and/or permit customers to "bring your own" alcohol (BYO /BYOB). In some places

restaurant licenses may restrict service to beer, or wine and beer.

RESTAURANT GUIDES

Restaurant guides review restaurants, often ranking them or providing information

for consumer decisions (type of food, handicap accessibility, facilities, etc). In 12th

century Hangzhou (mentioned above as the location of the first restaurant), signs could

often be found posted in the city square listing the restaurants in the area and local

customer's opinions of the quality of their food. This was an occasion for bribery and

even violence. One of the most famous contemporary guides, in Western Europe, is the

Michelin series of guides which accord from 1 to 3stars to restaurants they perceive to beof high culinary merit. Restaurants with stars in the Michelin guide are formal, expensive

establishments; in general the more stars awarded, the higher the prices. The main

competitor to the Michelin guide in Europe is the guidebook series published by Gault

Millau. Unlike the Michelin guide which takes the restaurant dcor and service into

consideration with its rating, Gault Millau only judges the quality of the food. Its ratings

are on a scale of 1 to 20, with 20 being the highest.

In the United States, the Forbes Travel Guide (previously the Mobil travel guides)

and the AAA rate restaurants on a similar 1 to 5 star (Forbes) or diamond (AAA) scale.

Three, four, and five star/diamond ratings are roughly equivalent to the Michelin one,

two, and three star ratings while one and two star ratings typically indicate more casual

places to eat. In 2005, Michelin released a New York City guide, its first for the United

States. The popularZagat Survey compiles individuals' comments about restaurants but

does not pass an "official" critical assessment. In the United Kingdom, diners can freely

express their opinion on where they eat in The people's UK restaurant guide. In theUnited States Gault Millau is published as the Gayot guide, after founder Andre Gayot.

Its restaurant ratings use the same 20 point system, and are all published online.

The Good Food Guide, published by the Fairfax Newspaper Group in Australia, is

the Australian guide listing the best places to eat. Chefs Hats are awarded for outstanding


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restaurants and range from one hat through three hats. The Good Food Guide also

incorporates guides to bars, cafes and providers. The Good Restaurant Guide is another

Australian restaurant guide that has reviews on the restaurants as experienced by the

public and provides information on locations and contact details. Any member of the

public can submit a review.

Nearly all major American newspapers employ food critics and publish online

dining guides for the cities they serve. A few papers maintain a reputation for thorough

and thoughtful review of restaurants to the standard of the good published guides, but

others provide more of a listings service.

More recently Internet sites have started up that publish both food critic reviews

and popular reviews by the general public. Their major competition comes from bloggers,

particularly publishers of food blogs, also called foodies. These writers and publishers

represent the common dining aficionado rather than the gourmet, and thus do not provide

"official" reviews, but nonetheless are capable of garnering large, loyal followings

Recent food trends in Indian Restaurent

FOOD TRENDS SPECIFIC TO INDIA

Some specific attributable to Indian restaurants are as follows,

1. An increasing trend toward vegetarian food and an increasing trend of reduction

in red meats2. Fast food is finally here to stay. There have been some failures but the success of

Mc Donalds, Pizza Hut and Domino's Pizza have caused some people to eat their

words. It is, however, important to note that the Indian consumer wants

"international desi" and that the Indian palate is indeed addicted to a certain level

of spice. Any new international entrants would ignore this fact at their peril.

3. There is a tremendous future for regional Indian cuisine restaurants. There are

very few authentic restaurants offering regional Indian cuisine and that is an area

that could witness significant growth over the next few years.

4. An increasing trend of freestanding international cuisine restaurants serving

Italian, Mediterranean, Thai, Spanish, Korean, and other exotic cuisines.

5. The spread of Indian fast food as popularised by Haldiram's, Nathu Sweets and

others continues and remains a very large market.


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6. Pizzas, Burgers, Indian Tandoori, Chinese, South Indian & Thai continue to

dominate the take away business and is growing at double digit annual rates.

CHAPTER - IVCHAPTER - IV

FINDINGS AND SUGGESTIONSAND SUGGESTIONS

4.14.1 FINDINGS

Majority (37%) of respondents are below 20 years of age

Majority (54%) of the respondents are male.

Majority (56%) of the respondents are married.

Majority (30%) of the respondent consumers family size is in between 3 6

members.

Majority (32%) of the consumers family has 2 earning persons.

Majority (79%) of the respondents are in town area.

Majority (39%) of the responded consumers education qualification is UG or

below.

Majority (76%) of the responded consumers are in private employment.

Majority (30%) of the consumers responded Monthly family income is between

Rs 5,000 Rs 10,000/-.

Majority (30%) of the responded consumers source of information is from

friends only.

Majority (25%) of the responded consumers are visited Gandhirams restaurant.

Majority (71%) of the respondents are visit the same restaurant

Majority (40%) of the respondent consumers are visit the restaurant more than

one year.

Majority (55%) of the responded consumers like to choose both veg and non veg

items.

Majority (51%) of the responded consumers are willing to go restaurant with

their family.


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Majority (36%) of the responded consumers frequency of visit to restaurant is

weekly once.

Majority (55%) of the responded consumers are willing to visit restaurant at

Dinner only.

Majority (35%) of the responded consumers willing to spend between Rs 301 Rs 400/- per visit.

Majority (80%) of the respondents are feels that Perfection of the service is good.

Majority (72%) of the responded consumers are willing to recommend others.

Majority (72%) of the respondents are the consumers are told that price is normal

Majority (58%) of the respondents are tells that menu has good variety of item

4.4.2SUGGESTIONS

From the study following suggestions are placed to improve the consumer satisfaction

level are as follows,

1. Most of the consumers feels that price is reasonable one. So restaurants shall

concentrate on its price.

2. Taste plays an important role for visiting the same restaurant, so restaurant should

concentrate on the Taste and quality to attract new consumers.

3. Most of the consumers are willing to go restaurant with their family, so restaurant

may concentrate to amusement facility to children.

4. Restaurant should introduce some new dishes to satisfy the regular customer.

4.4.3 CONCLUSION

In todays scenario, customer is the king because he has got various choices

around him.If you are not capable of providing him the desired result and good service he

will definitely switch over to the other restaurant. Therefore to survive in this cutthroat

competition, you need to be the best. We feel that there is cutthroat competition between

Anamalis, Sun, Annappar, Gandhirams & Annavasl. So to be on top of mind of the

customers they need to do something outstanding every time.

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Resturant-udt.doc