MRKH

TAPMI Sec 1 Marketing Research Project THEME - III

[DESCRIPTIVE STUDY OF
HOTELS & RESTURANTS IN MANIPAL & UDUPI]
Submitted in partial fulfillment of the course Marketing Research Submitted to: Prof. K. J. Jaims

GROUP E
Nirmit Jain Rakesh Salecha Ramanuj Vidyanta Siddharth Chhottray Suchismita Roy Shivakumar V I Awati Ishan Jain Mayank Sharma Prachi Kapadia Sai Prudhvi Raj Vaibhav Somani

10133 10138 10139 10152 10156 10161 10119 10129 10135 10145 10158

|Marketing Research Project Theme III

TAPMI SEC 1 GROUP E

Contents
Executive Summary....................................................................................................................................... 3 Work Flow: .................................................................................................................................................... 4 Research Objective ....................................................................................................................................... 4 MANIPAL ................................................................................................................................................... 4 UDUPI ........................................................................................................................................................ 4 Research Methodology ................................................................................................................................. 5 Data Collection Approach ............................................................................................................................. 5 Sample Decision ............................................................................................................................................ 5 Method of Data Analysis ............................................................................................................................... 6 Data Collection .......................................................................................................................................... 6 Data Interpretation ....................................................................................................................................... 7 MANIPAL ................................................................................................................................................... 7 Factor analysis....................................................................................................................................... 7 Multi Dimension Scaling ..................................................................................................................... 10 Chi-Square Test ................................................................................................................................... 13 UDUPI ...................................................................................................................................................... 15 Descriptive Analysis ............................................................................................................................ 15 Questionnaire ..................................................................................................................................... 16 Inferences ................................................................................................................................................... 19 Appendix ..................................................................................................................................................... 19

Descriptive study of Hotels & Restaurants in Manipal & Udupi

Page 2

|Marketing Research Project Theme III

TAPMI SEC 1 GROUP E

Executive Summary
The broader objective of this marketing research is to conduct the descriptive analysis of Hotels/Restaurants in Manipal and Udupi. As both of them are associated with varying characteristics, two different objectives were laid down. Manipal: The study was conducted to understand the perception of consumers in Manipal about different Hotels/Restaurants and construct a competitive mapping based on those parameters. The survey was conducted through personal interview and online requests to capture the raw data pertaining to food consumption in restaurants. The questionnaire is carefully designed keeping in view that all the parameters associated with the customer visit to a restaurant are captured. The demographic parameters were also captured in the interview. A sample size based on the proportion of the segments has been considered to conduct the survey. The raw data is then cleaned to remove any major deviations/abnormalities and junk entries. Factor analysis is done on the variables to eliminate those set of variables which are closely related to each other. This would reduce the no. of variables in the data. Later Multi Dimension Scaling technique is run for restaurants comparison based on the series of similarity provided by the respondents. We have selected decompositional MDS technique which is rating restaurants on overall basis without reference to objective attributes. The dimensions are then defined to give the comprehensive layout of the competitive positioning in the minds of the customers. The effect of one independent variable on other variable is studied using chi-square tests. The results of which are used to contradict existing hypothesis about consumer behavior. Udupi In Udupi, the study examines what attributes the owners consider to be responsible for retaining the customers. We have selected eight restaurants covering various models and dispersed locations and conducted focused in-depth interview with each one of them. The inferences made from the collected data could be used as a basis for further research. The research exercise is restricted to qualitative analysis. In both the research exercises assumptions and limitations are mentioned. The outputs of the statistics models run on the SPSS package are interpreted and the necessary inferences and recommendations are drawn from the same. The study will help the Hotels/Restaurants in Manipal & Udupi understand their positioning in the minds of customers relative to competitors. They will also understand which attributes are predominantly defining their business entity as well as the factors
Descriptive study of Hotels & Restaurants in Manipal & Udupi Page 3

|Marketing Research Project Theme III

TAPMI SEC 1 GROUP E

which help in retaining the customers. If a particular hotel is misaligned in their perceptions and that of the consumers, this study would be the basis for correction.

Work Flow:

Research Objective

Sampling Procedure

Data Collection

Research Design

Research Method

Data
Analysis

Research Objective
The marketing research is related to study of Hotels & Restaurants in Manipal and Udupi. Considering the contrasting characteristics of Manipal & Udupi, two different research objectives were constructed. For both Manipal & Udupi the primary objective of our exercise would be to capture the decision and consumption patterns of residents to visit Hotels and Restaurants.

MANIPAL
To study the patterns of food consumption in Hotels & Restaurants in Manipal town. The focus is on understanding the brand positioning of competing Restaurants in the consumers mind. In the end the interactions between the attributes attached to Restaurants and the perceived brand value would be inferred.

UDUPI
To understand as what factors would the Hotel & Restaurant owners consider important in retaining their customers and seasonality of the demand.

Descriptive study of Hotels & Restaurants in Manipal & Udupi

Page 4

|Marketing Research Project Theme III

TAPMI SEC 1 GROUP E

The above understanding would be used to generate the descriptive analysis of the Hotels/Restaurants and questionnaire is constructed for further research to gain better understanding about consumer preferences.

Research Methodology
The research can be classified under Exploratory Research as the broad objective is to get some insights of the consumer consumption behavior with respect to Hotels & Restaurants in Manipal and Udupi. The inference that would be drawn from this research could be constructed as on hypothesis for further research.

Data Collection Approach

Primary Data: We did not consider any Primary data due to the constraints of project, limited scope of the research and unavailability of past research data. Secondary Data: The secondary data is collected by taking survey from different segments of target population. Questionnaire: The questionnaire is designed considering the objective of the project population characteristics and research methodology. The questionnaire is combination of Interval Scale, Ordinal Scale & Multiple objective type.

Sample Decision
Population Characteristics

Students Business & Working professionals Home makers Travelers & Visitors Sampling Element: Human respondents who are consumers are the sample elements. As this is a single stage selection the sample element is also the sampling Unit.
Sampling method: We have implemented the quota sampling technique under non-

1. 2. 3. 4.

probabilistic sampling methods.

Sample size: MANIPAL UDIPI CONSUMERS 54

RESTAURANT 8

As the variables are interval scaled the below formula is used for sample size calculation:

( )

n = Sample Size
Z = Z-scale value for 95 percent confidence = 1.95 S = Estimated sample standard deviation = 1.5 e = Tolerable error = 0.362

Descriptive study of Hotels & Restaurants in Manipal & Udupi

Page 5

|Marketing Research Project Theme III

TAPMI SEC 1 GROUP E

Limitations:

1) The respondents when answering the questionnaire might not be genuine considering the time factor (The survey was conducted near the restaurants). 2) Few respondents might have strong prejudice against a particular restaurant and that would influence his/her responses. 3) The responses collected online cannot be validated due to the mode of survey (online responses are may not be as authentic as in person field survey).

Method of Data Analysis

Data Collection
MANIPAL:

The approach of collecting data is two pronged: Personal interview of the respondents in the Hotels/Restaurants with the aid of printed questionnaire. Requests were sent to students to fill in the questionnaire through online form designed based on the questionnaire. The total no. of respondents for Manipal is 64. Below is the breakdown of the respondents based on the categories considered for the research.
SEGMENT Students Working Professionals Business men Home Makers Total NO. OF RESPONDENTS 45 16 2 1 64 PERCENTAGE 75% 25% 3% 2% 100%

Descriptive study of Hotels & Restaurants in Manipal & Udupi

Page 6

|Marketing Research Project Theme III

TAPMI SEC 1 GROUP E

Respondents - Occupation Break down

Student Working Proffesional 3% 2% Business Proffesional Homemaker

25% 70%

UPUPI:

Focused in-depth interview of the owners of Hotels/Restaurants with the aid of printed questionnaire & discussion. Eight hotels/restaurants representing enveloping the entire range of hotel in wide dispersed locations.
Kediyoor Hotel Sai Pariwar Wood land Restaurant Shakti Sagar Pisces Hotel Ayaan Diana Hotel Hotel Ramakrishna

Data Interpretation
SPSS Package has been used to run the multivariate statistical techniques on the data.

MANIPAL
Factor analysis

The reason for choosing the Factor Analysis is to observe the latent structure of a set of variables and reduce the attributes space from 10 attributes to a lower number. Any dependent attribute which is highly co-related to another attribute could be combined in to a single factor. The Kaiser-Meyer-Olkin (KMO) statistic varies between 0 and 1. A value of 0 indicates that the sum of partial correlations is large relative to the sum of correlations, indicating diffusion in the pattern of correlations (hence, factor analysis is likely to be inappropriate). A value close to 1 indicates that patterns of correlations are relatively compact and so factor analysis should yield distinct and reliable factors.
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.606

Descriptive study of Hotels & Restaurants in Manipal & Udupi

Page 7

|Marketing Research Project Theme III

TAPMI SEC 1 GROUP E

Bartlett's Test of Sphericity

Approx. ChiSquare Df Sig.

181.07 45 0

Table 1: KMO and Bartletts test, Factor analysis

K-M-O Statistic < 0.5 0.5 0.7 0.7 0.8 0.8 0.9 > 0.9

Acceptability Level Not Acceptable Mediocre Good Great Superb

Table 2: K-M-O Statistic - Range

Eigen value measure the amount of variation in the total sample accounted for by each factor. Eigen value is not the percent of variance explained but rather a measure of amount of variance in relation to total variance. SPSS will output a corresponding column titled '% of variance'. A factor's Eigen value may be computed as the sum of its squared factor loadings for all the variables. In the example below 10 components (factors) would be needed to explain 100% of the variance in the data. The first four components would explain the 70% of the variance in the data. The initial Eigen values for the first four components drops below 1.0, only 4 of the 10 factors were actually extracted in this analysis. These four account for around 70% of the variance in the data.
Extraction Sums of Squared Loadings Component % of Cumulative % of Cumulative Total Total Variance % Variance % 1 2.921 29.211 29.211 2.921 29.211 29.211 2 1.619 16.191 45.402 1.619 16.191 45.402 3 1.332 13.322 58.724 1.332 13.322 58.724 4 1.116 11.156 69.88 1.116 11.156 69.88 5 0.861 8.607 78.486 6 0.695 6.954 85.44 7 0.535 5.348 90.789 8 0.418 4.179 94.968 9 0.36 3.599 98.567 10 0.143 1.433 100 Extraction Method: Principal Component Analysis. Initial Eigenvalues
Table 3: Total variance explained

Rotation Sums of Squared Loadings % of Cumulative Total Variance % 2.643 26.427 26.427 1.576 15.758 42.185 1.492 14.918 57.103 1.278 12.776 69.88
70% of the variance in the data is explained by the First 4 components

Descriptive study of Hotels & Restaurants in Manipal & Udupi

Page 8

|Marketing Research Project Theme III

TAPMI SEC 1 GROUP E

Table 3 gives the information about the factor loadings. Factor loadings are the correlation coefficients between the variables (rows) and factors (columns). By one rule of thumb in confirmatory factor analysis, loadings should be .7 or higher to confirm that independent variables identified a priori are represented by a particular factor, on the rationale that the .7 level corresponds to about half of the variance in the indicator being explained by the factor. In the table, the attributes associated with each variables is as follows:
SPSS Variable V1 V2 V3 V4 V5 V6 V7 V8 V9 V10 ATTRIBUTE Ambience Quality of food Price service time Taste of food Location Different cuisines offered Availability of alcohol Availability of Non -Veg food Service quality
Table 4: Attributes associated with variables

From the table we can notice variables 2 and 5 have a factor loading of 0.896 and 0.89 respectively on component 1. Therefore, Quality of food and Taste of food can be combined into one. Similarly component 2 is a combination of variables 6 (Location) and 7 (Different cuisines offered); component 3 is a combination of variables 9 (Availability of non- veg food) and 8 (Availability of alcohol); and component 4 has only variable 10 (Service quality).

Component 1 2 3 4 v2 0.896 -0.077 -0.074 -0.056 v5 0.89 0.054 0.018 0.158 v3 0.649 0.274 0.009 -0.014 v4 0.58 0.409 -0.057 0.443 v1 0.444 -0.039 -0.256 -0.195 v6 0.018 0.821 0.151 0.238 v7 0.102 0.793 -0.091 -0.176 v9 0.123 0.116 0.859 -0.275 v8 -0.26 -0.082 0.804 0.18 v10 -0.003 0.003 -0.04 0.905 Extraction Method: Principal Component Analysis. Descriptive study of Hotels & Restaurants in Manipal & Udupi Page 9

|Marketing Research Project Theme III Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 6 iterations.
Table 5: Rotated component matrix

TAPMI SEC 1 GROUP E

Multi Dimension Scaling

The MDS is technique is conducted to measure the brand comparison in the customers mind. The technique was run with varying dimensions (2 & 3). The no. of dimensions in relation with the stress improvement is used to decide the optimum number of dimensions. The stress values for 2-dimension run and 3-dimension are 0.10856 & 0.00720 respectively. The stress improvement for moving from 2-dimensions in to 3 dimensions is 0.100136 which is significant. The stress improvement in further increase of dimensions is not significant. We cannot run the MDS technique with 4-dmensions due to insufficient no. of observed values (Ref: SPSS Output Warning#14655- ALSCAL solution is being skipped).
SPSS Variable V1 V2 V3 V4 V5 V6 V7 V8
Table 6: Attributes associated with variables

ATTRIBUTE Blue Waters Guzzlers Planet Caf Hangyo Saiba Snack Shack Dominos New DT China Valley

Configuration derived in 3 dimensions Stimulus Stimulus number name 1 2 3 4 5 6 7 8 v1 v2 v3 v4 v5 v6 v7 v8 Dimension 2 0.7865 1.6691 0.3326 0.2635 0.2125 -1.0093 -1.976 -0.2789

1 1.2659 0.8001 0.6743 -2.1765 -0.8707 -1.0564 1.3259 0.0374

3 -1.0714 0.2962 1.3062 0.1208 0.1703 -0.076 0.3452 -1.0913

Table 7: Configuration derived in 3 - dimensions

Descriptive study of Hotels & Restaurants in Manipal & Udupi

Page 10

|Marketing Research Project Theme III

TAPMI SEC 1 GROUP E

Figure 1: Euclidean distances model 3 - dimensions

Based on the research teams knowledge of the hotels/restaurants, the dimensions have been defined as stated below: DIMENSION-1 DIMENSION-2 DIMENSION-3
Table 8: Dimensions - Attribute association

TASTE PRICE SERVICE

Based on the dimensions the following could be inferred regarding the consumer preferences about hotels/restaurants in Manipal:

Descriptive study of Hotels & Restaurants in Manipal & Udupi

Page 11

|Marketing Research Project Theme III

TAPMI SEC 1 GROUP E

Configuration derived in 2 dimensions Stimulus Stimulus number name 1 v1 2 v2 3 v3 4 v4 5 v5 6 v6 7 v7 8 v8 Dimension 1 2 1.1185 0.7398 0.4579 1.4098 0.8132 0.216 -2.0568 0.051 -0.5329 0.4568 -0.9554 -0.9547 1.0924 -1.8836 0.063 -0.0352

Table 9: Configuration derived in 2 - dimensions

Figure 2: Euclidean distances model 2 - dimensions

Descriptive study of Hotels & Restaurants in Manipal & Udupi

Page 12

|Marketing Research Project Theme III Chi-Square Test

TAPMI SEC 1 GROUP E

a) A bivariate cross tabulation had been done by combining the above two variables and tabulating the data together. We wanted to test at 90% and 95% confidence level, what is the level of significance of association between PEOPLE OWING VEHICLE and THEIR FREQUENCY OF GOING TO RESTAURANT. The cross tabulation is conducted with 64 observations.
GoingRestaurant * Vehicle Crosstabulation Vehicle no vehicle GoingRestaurant 1 2 3 4 Total Count % 1-5 times Count % 6-10 times Count % 11-15 times Count % more than 15 times Count 10 32.22% 3 42.86 4 50 7 38.89 24 2 wheeler 11 35.48% 3 42.86 3 37.5 8 44.44 25 39.06 Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases a. 12 cells (75.0%) have expected count less than 5. The minimum expected count is .55.
Directional Measures Value Nominal by Nominal Lambda Symmetric goingRestaurant Dependent Vehicle Dependent Goodman and Kruskal goingRestaurant tau Dependent Vehicle Dependent Table 10: Chi-Square Test output-1 .014 .000 .026 .036 .019 Asymp. Std. a Error .050 .000 .091 .018 .014 Approx. b T .278 Approx. Sig. .781

4 wheeler 6 19.35 0 0 1 12.5 3 16.67 10 15.62 df 9 9 1

both 4 12.90 1 14.28 0 0 0 0 5 7.81

31
100.0

7
100.0

8
100.0

18
100.0

64
100.0

37.5 % within goingRestaurant Chi-Square Tests

Asymp. Sig. (2sided)

5.756505 8.593905 2.177245 64

0.78
0.48 0.14

.c
.278

.c
.781 .653 .934
d

From the chi-square test output table we see that a significance level is very poor of .781 (Pearson). The chi-square test revealed that there is no significant association
Descriptive study of Hotels & Restaurants in Manipal & Udupi Page 13

|Marketing Research Project Theme III

TAPMI SEC 1 GROUP E

between the PEOPLE OWING VEHICLE and THEIR FREQUENCY OF GOING TO RESTAURANT at 22% confidence level (100-78.1). This defies the existing perception that owing a vehicle would increase the frequency of visiting restaurants in Manipal.

b) Similarly a chi-square test is conducted to see if there is any significant relation between PEOPLE GOING OUT WITH OPPOSITE GENDER and THEIR FREQUENCY OF GOING TO RESTAURANT.
GoingRestaurant * OppSex Crosstabulation OppSex 1 GoingRestaurant 1 Count 9 29.0% 2 28.6% 3 37.5% 7 38.9% 21 32.8% 2 14 45.2% 4 57.1% 4 50.0% 8 44.4% 30 46.9% 3 8 25.8% 1 14.3% 1 12.5% 3 16.7% 13 20.3% 31 100.0% 7 100.0% 8 100.0% 18 100.0% 64 100.0% Total

% 1-5 times
2 Count

% 6-10 times
3 Count

% 11-15 times
4 Count

% more than 15 times

Total Count % within GoingRestaurant Chi-Square Tests

Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 1.590
a

df 6 6 1

sided)

.953
.953 .328

1.597 .958 64

a. 7 cells (58.3%) have expected count less than 5. The minimum expected count is 1.42. Table 11: Chi-Square Test output-2

From the chi-square test output table we see that a significance level is very poor of .953 (Pearson). This means the chi-square test is showing a NO significant association between the above two variables at 5% confidence level (100-95). This leads us to

Descriptive study of Hotels & Restaurants in Manipal & Udupi

Page 14

|Marketing Research Project Theme III

TAPMI SEC 1 GROUP E

conclude that PEOPLE GOING OUT WITH OPPOSITE GENDER does not increase THEIR FREQUENCY OF GOING TO RESTAURANT.

UDUPI
Descriptive Analysis Udupi is known as the Breakfast town of India. Eight major restaurants from Udupi were considered for our analysis. Following are they Kediyoor Hotel Sai Pariwar Wood land Shakti Restaurant Sagar Pisces Hotel Ayaan Diana Hotel Hotel Ramakrishna

There are a variety of restaurants starting from family-dining, fine-dining, fast food joints, restaurant-bars, local eateries, etc. The restaurants in Udupi are most varied when it comes to the cuisines they offer. They offer variety ranging from north Indian, south Indian, continental, and Chinese to Italian and Mexican. Majority of the people residing in Udupi are vegetarians still all most all restaurants offer non-vegetarian food. The managers/owners were interviewed in-depth over several areas of their restaurant operation. Several factors concerning to the customers came out of the discussion. Following are the factors, which influence the customers during the restaurant visit experience. 1) 2) 3) 4) 5) Service Time Quality Location Ambience Variety

With respect to the customers who frequented the restaurants, following was identified. Working professionals formed the major proportion of customers followed by students and then businessmen. Seasonality plays a vital role for all the restaurants. It has been observed that the peak season is the summer vacation time, i.e. April June. Also, festivals impact the business of the restaurants. It has been observed that Diwali, New Year, Christmas, Valentines Day, Eid are few major festivals during which the business surges compared to the other times. Coming to the rush hours during the day, Fast Food joints have a uniform in-flow and out-flow of customers throughout the day where as for fine-dines/restaurant-bars the rush hours is during the evenings.

Descriptive study of Hotels & Restaurants in Manipal & Udupi

Page 15

|Marketing Research Project Theme III

TAPMI SEC 1 GROUP E

Based on the above findings, following questionnaire is prepared for the customers to aid in further research:
Questionnaire Dear Sir/Madam We are from xxx research Academy. We are doing a survey of restaurant goers in Udupi to understand their preferences. Kindly fill in the below questions .We would appreciate the same. 1.) How often in a month do you go out for having dinner/lunch in restaurants in Udupi? a) 1-5 times b) 6-10 times c) 11-15 times d) More than 15 times Demographics 2.) Rank the following parameters, which influence your decision while selecting a restaurant a) Service Time b) Quality of food Your age _________ c) Ambience d) Location of the restaurant e) Variety of cuisines offered 3.) What type of food do you generally prefer when you go to restaurants? (You can select multiple options) a) North Indian b) South Indian c) Chinese d) Fast Food/Snacks e) Continental f) Italian (pizza) g) Sea food 4.) Would you select a restaurant just because it offers a particular type of cuisine? a) Yes b) No 5.) Would your cuisine preference change according to the occasion? a) Yes b) No 6.) If the answer to above question is yes then please specify. _____________________________________________________________________ Descriptive study of Hotels & Restaurants in Manipal & Udupi Page 16

|Marketing Research Project Theme III

TAPMI SEC 1 GROUP E

7.) Once you are seated in a restaurant, how quickly do you want the waiter (the one who is taking order) to attend you a) 0-5 mins b) 6-10 mins c) 11-15 mins 8.) Once you have placed the order, how quickly you want the food to be served? a) b) c) d) 10-15 mins 16-20 mins 21- 25 mins more than 25 mins

9.) What comes to your mind when we say quality with respect to restaurants? a) b) c) d) Taste Hygiene Price Others (please specify) ______________

10.) How do you select a restaurant with respect to location aspects? a) b) c) d) Proximity to your home/work place Ample parking space Good neighborhood/Posh Locality Others (Please specify) ______________

11.) What comes to your mind on hearing Ambience of a restaurant? a) b) c) d) e) f) g) Interiors Lighting Cleanliness Music Kind of crowd Acoustics Privacy

12.) What kind of lighting do you prefer in restaurants? a) Dark b) Normally lit c) Brightly lit

Descriptive study of Hotels & Restaurants in Manipal & Udupi

Page 17

|Marketing Research Project Theme III 12.) What kind of lighting do you prefer in restaurants? d) Dark e) Normally lit f) Brightly lit 13.) What kind of music do you prefer at restaurants? a) b) c) d) e) Loud music Soft music Instrumental No music Others(Specify)

TAPMI SEC 1 GROUP E

14.) Would you answer to question 9 and 10 change based on the occasion? a) Yes b) No 15.) If yes, please specify the occasion and your preference. ____________________________________________________________________________________ __________________________________________________

Demographics Age _________ Occupation o o o o Student Working professional Business Men Others (Please mention) _____________ Male Female If Student, what is your monthly pocket money o 1000 2000 o 2000 3000 o 3000 4000 o 4000 5000 o Above 5000 Native state _________

Gender -

Annual Income o Less than 2 lacs o 2.1 lacs 3 lacs o 3.1 lacs 4 lacs o 4.1 lacs 5 lacs o Above 5 lacs

Descriptive study of Hotels & Restaurants in Manipal & Udupi

Page 18

|Marketing Research Project Theme III

TAPMI SEC 1 GROUP E

Inferences
Research exercise related to Manipal: The important attributes which would be in the perception of the consumers about any Hotel/Restaurant are identified. The competitive mapping of the selected restaurants has been generated. The management could understand their positioning in the mind of the customer related to the 3-dimensions of Price, Service, and Taste. Generally held perceptions that, owing a vehicle would increase the frequency of visiting the hotels had been contradicted by the research output. Research exercise related to Udupi: The seasonality trends are understood to be more or less similar across the Hotels/Restaurants. Majority of the Restaurants perceive that Service is the most important factor to generate the goodwill and retain the customer. The top five attributes of the hotels were listed down and questionnaire are constructed around them to gain better understanding about consumer preferences.

Appendix
1. Tables Index Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Table 8 Table 9 Table 10 Table 11 KMO and Bartletts test, Factor analysis K-M-O Statistic - Range Total variance explained Attributes associated with variables Rotated component matrix Attributes associated with variables Configuration derived in 3 - dimensions Dimensions - Attribute association Configuration derived in 2 - dimensions Chi-Square Test output-1 Chi-Square Test output-2

Descriptive study of Hotels & Restaurants in Manipal & Udupi

Page 19

|Marketing Research Project Theme III

TAPMI SEC 1 GROUP E

2. Figures Index Figure 1 Figure 2 3. Questionnaire Market Research on Restaurants in Manipal: A descriptive study Dear Sir/Madam We are doing a study on Hotels/Restaurants in Manipal. Kindly fill in the below questions. We would really appreciate the same. Q1.) How often in a month do you go out for having dinner/lunch in restaurants in Manipal? a) < 4 times b) 4-5 times c) 6-10 times d) 11-15 times e) More than 15 times Q2.) What type of food do you generally prefer when you go to restaurants? (You can select multiple options) a) b) c) d) e) f) g) North Indian South Indian Chinese Fast Food/Snacks Continental Italian(pizza) Sea food Euclidean distances model 3 - dimensions Euclidean distances model 2 - dimensions

Q3.) What is the importance of the following factors while selecting a restaurant on a scale of 1 to 5 (where 5 means most important and 1 is least important)? Tick one in each row ATTRIBUTE
Ambience Quality of food Price Service time Taste of food Location Different cuisines offered Descriptive study of Hotels & Restaurants in Manipal & Udupi Page 20

5 (Most)

1 (least)

|Marketing Research Project Theme III

TAPMI SEC 1 GROUP E

Availability of alcohol Availability of Non-Vegetarian Service quality

Q4) Score the following restaurants on a scale of 1-5 (where 5 is the highest score and 1 is the least score to a particular restaurant). RESTAURANT
BLUE WATERS Guzzlers Planet Cafe Hangyo Saiba Snack Shack Dominos New DT China Valley

Rate on a scale from 1-5 (5 most important - 1 least important)

Q5) How would you generally prefer to go to restaurants? a) b) c) d) Alone Small group of friends (3-4 people) Large group of friends (10-15 people) Family

Q6.) Do you own a 2-wheeler or 4-wheeler? a) b) c) d) 2 wheeler 4 wheeler Both 2 wheeler or 4 wheeler None

Q7.) Do you go to a restaurant with opposite gender? a) very often b) sometimes c) not very often Q8.) Which restaurant would you choose for the following?
Descriptive study of Hotels & Restaurants in Manipal & Udupi Page 21

|Marketing Research Project Theme III

TAPMI SEC 1 GROUP E

Simple Meal

___________

Get Together _____________ Parties ____________ Special family occasions ___________ Q9.) How much do you generally spend on a monthly basis on eating in restaurants? a) b) c) d) e) 500-1500 1500-2500 2500 3500 3500-4500 More than 4500

Demographics Age _________ Occupation o o o o o Gender Student Working professional Business Men Housewife Others Male Female Native state _________

Annual Income o o o o o Less than 2 lacs 2 lacs 3 lacs 3 lacs 4 lacs 4 lacs 5 lacs Above 5 lacs

If Student, what is your monthly pocket money o o o o o 1000 2000 2000 3000 3000 4000 4000 5000 Above 5000
Page 22

Descriptive study of Hotels & Restaurants in Manipal & Udupi

|Marketing Research Project Theme III

TAPMI SEC 1 GROUP E

Market Research on Restaurants in Udupi: A descriptive study Dear Sir/Madam We are doing a study on Hotels/Restaurants in Udupi. Kindly fill in the below questions .We would really appreciate the same. Q1) What are the cuisines food varieties offered at your restaurant? South Indian/North Indian Break Fast/Meals Chinese/Continental Snacks/Juices Vegetarian/Non-Vegetarian

(Strike off whichever is not applicable) Q2) When do you see seasonality of demand at your restaurant: TIME: DAY: SEASON: FESTIVALS: OTHER:

Q3) What category of people do your customers constitute majorly? o o o o o Student Working professional Business Men Housewife Others

Q4) What factors you consider most important for retaining your customers? (Tick which are applicable) o Ambience o Price
Descriptive study of Hotels & Restaurants in Manipal & Udupi Page 23

|Marketing Research Project Theme III

TAPMI SEC 1 GROUP E

o o o o o

Quality Variety of Cuisines Service Time Food Taste Location of Restaurant/Hotel ~~~Thank you for your participation~~~

Descriptive study of Hotels & Restaurants in Manipal & Udupi

Page 24