MARKETING RESEARCH

Submitted by: PGP 1:-Section-F, Group 9

S.No.

Group Members

Roll No.

Ashish Kumar

2014PGP452

Byju Subhash S

2014PGP088

Kuldeep Kumar Jha

2014PGP174

Sakshi Yadav

IPM2011090

Sarthak Kohli

2014PGP331

Shubhi Singh

IPM2011104

Tony Varkey Mammen

2014PGP406

Client: Wanna Puf

Contact Details-Ram Narayan (Manager, Mob#+918964818181)

MDP

MRP

RQ
1 Why do customers visit the
restaurants?

What are the reasons for

which people visit the
restaurant?

2 What are the different

customer groups that visit the
place?

Hypothesis

Discussion Point

H1: Celebrating an occasion

is the main reason to visit a
restaurant.

What are the occasions on

which you visit a
restaurant?

H2: Change of taste is an

important reason for going
to a restaurant.

When do you feel the

need to go out to the
restaurant?

H3: Customers prefer to visit

the restaurant to spend
quality time with family and
friends.

Why do you visit a

restaurant?

H4: Youngsters visit the

restaurant more than older
people.

Whom do you generally

visit the place with?

3. How do customers get to

know about the restaurant?

Why do people like to

visit Wanna Puff and
does it offer change in
taste and spending
quality time?

With whom do the

customers visit Wanna
Puff?

How much do you

generally spend per visit at
restaurants?

What is their spending

per visit?

H6: College/School students

like the restaurant more
than the professionals.

Why do you like Wanna

Puff?

What aspects do they

like about Wanna Puff?

H7: Friends suggestions/

word of mouth is the most
important factor to decide a
restaurant.

Does suggestion of friends

influence your decision to
go to that restaurant?

How did you come to

know about Wanna
Puff?

Do you visit any website to

find out about restaurant?

Did you consult any

friend or website or
social media page or
see any advertisement
elsewhere?

H5: Youngsters spend more

than Rs 4000 monthly.
How to
increas
e the
Custom
er
Footfall
in
Wanna
Puf?

Information Needed

H8: Reviews at internet sites

like zomato/facebook pages
is given the highest priority.

Does advertisements help

in deciding the restaurant?

H9: Advertisements and

banners are the main source
of knowledge.
4 Is ambience a factor that
customers consider when
deciding on restaurants?

H10: Look and feel of the

restaurant is an important
factor in deciding a

Does the interior effect

your choice?

What aspects about the

ambience, interiors of
Wanna Puff appeal to

restaurant.
H11: Seating arrangement is
not an important factor
while selecting a restaurant.
H12: Customer profile
visiting the restaurant
effects the decision.
H13: Presence of music/TV
sets/screening of major
sport events attracts
customers.

What are the important

factors people consider
while eating out?

5 Is price a deciding factor for

customers in choosing a
restaurant?

H14: Ambience decides the

willingness to pay.
H15: Authenticity of taste
should be worth the price
the customers pay for.

Is comfort and spacious

seating arrangement
matter?

the customer?

The atmosphere of the

place with respect to the
customers effects your
decision?
Does additional sources of
entertainment like music,
TV screens; lighting
effects, pool side, etc.
effect your decision?

How much ambience

decides the willingness to
pay?

Is the pricing of dishes

at Wanna Puff justified?

Is quality of food
proportional to the price
you pay for the dish?

6 Is healthy food a deciding

factor in choosing which
restaurant to eat from?

H16: Customers prefer

quality of food to hygiene.

Do you consider eating

healthy food at
restaurants? How much
important is hygiene in
deciding the restaurants?

How healthy and

hygienic is the food at
Wanna Puff?

7 Do advice from friends and

colleagues influence
customers decisions?

H17: Word of mouth/friends

suggestion has more
importance than reviews on
popular internet sites.

Do you consult anyone

before deciding the
restaurant?

Did you ask a friend

before choosing Wanna
Puff?

8 Does the web presence of

the restaurant aid customers
in choosing restaurants?

H18: Customers do not visit

restaurant sites to get
information.

Do you check social media

and other websites while
choosing a restaurant?

Did you go to zomato or

facebook page of
Wanna Puff before
deciding?

9 Do customers look for

different dishes or cuisines
when they search for new

H19: Including regional

dishes attract more

Does the variety of

cuisines or variety of
dishes in the same cuisine

What do you think

about the menu of
dishes served by

dining places?

Where should the

restaurant be located?

customers.

influence your decision?

H20: Variety of cuisine is

more important than
number of different dishes of
the same cuisine served.

Would you like to have

regional dishes included in
the menu?

10 Is location in heart of the

city important?

H21: Restaurants near malls

and city market attracts
more customers.

Do you prefer restaurants

in malls or city markets?

11 Does location near

highway attracts customer?

H22: Travelling customers

prefer restaurants/food
joints on/near the highway.

Do you eating at roadside

restaurants on the
highway?

12 Location near to
colleges/schools/corporate
offices attract more
customers?

H23: Students prefer nearby

restaurants more as
compared to working
professionals.

Do distance effect or travel

time affects your
preference?

13 Does strategic location

with respect to competitors
attracts competitors?

H24: Presence of
competitors decreases
footfall

Does presence of other

restaurants in the
neighborhood effect your
decision?

14 Do promotions/discount
offers help in increasing the
awareness and footfall of a
restaurant?

H25: Presence of daily

discount attracts customers
to the restaurant.

Does discount effect your

decision?

H26: Presence of
festive/occasion related
offers influence customers.
H27: Reward point scheme/
loyalty is preferred over
discount.

How effective are the

various marketing
schemes and promotion
offers?

H28: Unlimited food offers

influences customer
decision.
15 Does effectiveness of
marketing scheme bring about
increase in number of
customers?

H29: Advertisements and

campaign attract more
customers.
H30: Presence on web,

Would you like to go to a

restaurant if it provides
festive offers?
Do you like the Reward
point system?

Wanna Puff? Would you

like to make any
recommendations for
addition?

Did location or travel

time effect your
decision to visit Wanna
Puff? Does presence of
competitors like
GuruKripa, Chefs
Alcove and Mashal
change your decision?

Are you aware of the

various discounts and
promotions at Wanna
Puff like IIM student
discount? Couple
discount for unlimited
food? Reward points at
every visit apart from
the normal discount?

Would you like to have

option of unlimited food at
a restaurant?

Do you think
advertisement/campaign
would affect your choice of
restaurant?

Do you consider the

current marketing
scheme of Wanna Puff
to be effective? Should
Wanna Puff advertise

especially social media

reinforces customer attitude.
H31: Sending personalized
greetings and invitation on
birthdays/anniversary help
in retaining customers.

more?

Would you like get special

discounts on your
anniversary/birthday?

16 Does hospitality play a

major role in influencing
customers?

H32: Effective
communication skills and
knowledge of menu of the
staff helps increase
customer experience.

Having knowledgeable and

well-behaved staff
strengthens your
preference?

Is the staff at Wanna

Puff cordial and
knowledgeable?

17. How effective is service at

the restaurant?

H33: Speedy delivery and

fast service impacts
customer for revisits.

Is delivery time an
important factor?

How quick is the service

at Wanna Puff? How
much is the ideal time
according time it should
take for an order? Will
you like to have home
delivery from Wanna
Puff?

H34: Home delivery an

important factor in choosing
a restaurant.

What are the other

reasons influencing
customer decisions?
18. Do the chefs credentials
enhance the image of the
restaurant?

H35: Chefs credential

reinforces image of the
restaurant and attracts more
customers.
H36: Maintaining the same
taste over years helps in
customer retention.

19. How frequently do you

visit the same restaurant?

Youtube link(Two FGDs)

http://youtu.be/TrqCqGEY3ak

Does websites like zomato

and having a facebook
page help you in deciding?

H37: Revisit frequency

determines loyal customers.

Should the restaurant have

home delivery?

Does having a well-known

chef influence your
thought process?
Is maintaining the taste of
dishes an important factor
when you revisit?

How frequently do you

visit the same restaurant?

Has the taste of Wanna

Puffs food changed
over the years? Is this
a factor for your
revisits? Has it changed
over the years?

How frequently do you

visit Wanna Puff? And
for how long have you
been coming here?

http://youtu.be/8sGktj_se04
Dropbox links

https://www.dropbox.com/s/ejk3ed3j2mwbkgg/Wanna%20puff%20FGD%201.compressed.mp4?dl=0
https://www.dropbox.com/s/carw8kdpxs71bwq/Wanna%20puff%20FGD%202.compressed.mp4?dl=0