Research Project Report

CUSTOMER PERCEPTION ON HUSH

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE AWARD OF
BACHELORS OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF

MS.MANISHA SINGH
SUBMITED BY
(SHIVA CHAUHAN)
1604101245

BBA 2016-2019

SCHOOL OF BUSINESS
GALGOTIAS UNIVERSITY

2019
CUSTOMER PERCEPTION ON HUSH

A INDUSTRIAL RESEARCH PROJECT for

BACHELOR OF BUSINESS ADMINISTRATION

By
SHIVA CHAUHAN

2019
CUSTOMER PERCEPTION ON HUSH

INDUSTRIAL RESEARCH PROJECT for

BACHELOR OF BUSINESS ADMINISTRATION

By

SHIVA CHAUHAN

Under the guidance of

MS. MANISHA SINGH

Professor
SoB, GU, Gautam Budh Nagar (GBN)

2019
 Certificate of Approval

This is to certify that the project report “Customer perception on hush.”

has been prepared by Mr.SHIVA CHAUHAN. under my supervision and
guidance. The project report has submitted towards the partial fulfilment
of 3 year, Full time BACHELOR OF BUSINESS ADMINISTRATION.

Name & Signature of faculty

MS.MANISHA SINGH
Date
 Declaration
I SHIVA CHAUHAN, Roll No. 1604101245, Student of School of Business,
Galgotias University, Greater Noida, hereby declare that the project report on
“Customer perception on hush.” is an original and authenticated work done
by me.
I further declare that it has not been submitted elsewhere by any other person in
any of the institute for the award of any degree or diploma.

Name & Signature of the student

Shiva chauhan
Date
CONTENT

1.EXECUTIVE SUMMARY 2

2.INTRODUCTION 3

3.LITERATURE REVIEW 11

4.RESEARCH OBJECTIVES AND METHODOLOGY 14

4.1Research Objective

4.2Research Strategy

4.3Research Design

4.4Research Methodlogy

5.DATA INTERPETATION 17

6.FINDINGS &ANALYSIS 30

7.LIMITATION OF STUDY 32

8.CONCLUSION 33

9.SUGGESTION AND RECOMMENDATION 34

10.ANNEXUERS 36
 ACKNOWLEDEGEMENT

I am using this opportunity to express my gratitude to everyone who supported me

throughout the course of this BBA project. I am thankful for their aspiring guidance,
invaluably constructive criticism and friendly advice during the project work. I am
sincerely grateful to them for sharing their truthful and illuminating views on a
number of issues related to the project.

I express my warm thanks to for their support and guidance .

I would also like to thank my Mentor MS.MANISHA SINGHfrom the School of

Business Galgotias University and all the people who provided me with the facilities
being required and conductive conditions for my BBA project.

Thank you

1
 EXECUTIVE SUMMARY

This research based on the consumer perception on hush food courts and about the
hush.Hush, as the name suggests means “Silence”. It gives you a cozy nook of
refreshing activities and tons of food choices, where you can recover from strenuous
schedule, refresh your mind while gorging on the food of your choice!
Hush offers a perfect solution to manage your food court by bringing in different and
unique brand experiences, regular fun activities, relaxed sitting options, best of
standards for hygiene, mobile apps for easy food ordering, and by installing its own
proprietary cloud based POS software for complete control over billing and sales
visibility.
Hush is founded by serial entrepreneurs, who have been recognized by world’s
renowned Fortune magazine as ‘Top 40 Entrepreneurs of India Under 40 years’ of age

2
INTRODUCTION

3
Introduction
Customer Perception is a marketing concept that tells us what customers think About

a brand or a company or its offerings.It can be positive or negative

feelings,perceptions,inhibitions,predispositions,expectations or experiences that a

Customerh as.Customer Perception decides how much a product sells and how a

Company is perceived

Factors deciding customer perception

1-consistency of performance

2-emotiona lconnect

3-marketing communications

4-holistic marketing

INTRDOUCTION OF COMPANY

HUSH

The HUSH Story

Hush, as the name suggests means “Silence”. It gives you a cozy nook of refreshing
activities and tons of food choices, where you can recover from strenuous schedule,
refresh your mind while gorging on the food of your choice!
Hush offers a perfect solution to manage your food court by bringing in different and
unique brand experiences, regular fun activities, relaxed sitting options, best of
standards for hygiene, mobile apps for easy food ordering, and by installing its own
proprietary cloud based POS software for complete control over billing and sales
visibility.
Hush is founded by serial entrepreneurs, who have been recognized by world’s
renowned Fortune magazine as ‘Top 40 Entrepreneurs of India Under 40 years’ of
age.

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HUSH FOUNDERS

Manish Gupta
CEO, Co-Founder

Recognized by Fortune magazine as “40 under 40” entrepreneurs. A Popular speaker at

industry summits. An avid marathon runner. Participation includes, Great Wall of China
Marathon, one of the toughest in the world.

Kapil Gupta
CFO, Co-Founder

Recognized by Fortune magazine as “40 under 40” entrepreneurs. A Popular speaker at

industry summits. Ability to get in depth and amazing financial acquman are his greatest
strength.

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 Ankush Jagga
COO, CMO & Co-FounderOver 14 years of sales and marketing experience. Is
instrumental in growing business from zero to 50 crores annual revenue.

HUSH SERVICES AND MANAGING FOOD

Managing food was never this easy

Corporate Food Court Management

Hush takes over entire real estate for food outlets and food court, and serves the same
through own and partner brands. Hush then brings in its varied menu, engagement options
and technology solutions for customers and property management to bring in a world class
food court experience.

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Educational Institute/University Food Court & Dining Hall
Management

Healthy, hygienic food. Multiple cuisines to suit varied taste buds of students who may have
joined your institute from around the country/world. Value for money. Engagement
activities to rightly channel energies of students. Hush brings all this and more to your
institution’s food court, and makes it a lively, fun place where students like to hang out,
relax, have fun, or catch up on their studies!

Shopping Mall Food Court Management

People step into shopping malls when looking for a varied dining experience. We have
extended our expertise to food formats in shopping malls as well. Hush manages the entire
food court of a shopping mall – from eateries to personnel management. We make Food
Courts a happening place to sit and relax and have fun!

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Hospital Food Court & Patient Food Services Management

Care givers to patients are under tremendous stress in a hospital, and need a place where
they can sit down, relax, eat healthy and homely food as they are at times away from their
homes for prolonged periods, and regain their energies, and engage in activities which can
help them relieve their stress. Hush brings in value for money, hygienic food options and
engagement activities which are appropriate for hospital environment.

Delivery

To residential/corporate offices/educational institutions within defined radius of Hush

Food Co

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INDIAN KITCHEN OF HUSH

India kitchen is hush’s in-house brand, which serves great tasting Indian meals and
Indian snacks, which are prepared using world’s best standard and offered at value for
money rates for corporate and institutional audience

9
The factors that influence customer perception.

There are sufficient evidences and empirical resources that explain about the various factors
that influence the perception of consumers and affect their buying behavior. Many factors
are available in the environment that influences the behavior of consumers. Internal factors
comprise consumer’s lifestyle, personality, attitude, knowledge, affordability etc. These
factors integrate culture, values and norms, family and friend circle, social status, family,
reference groups, etc. (Sjo’berg and Elisabeth, 2005). Environment is the external condition,
which affects the perception and the consumer behavior. It consists of both physical and
social factors. Physical factors, also known as macro factors, include demographic,
economic, changes in technology, political elements and globalization (Mourali et al, 2005).

Economic Factors:

Economy of a country impacts the perception of consumer in a great manner and also
emphasizes his buying pattern. High economy means high income level, which ultimately
influences the consumer to purchase expensive and luxury items (Clark and Goldsmith,
2006). Due to the continuous changes in the technology, the world has become a global
village, which provides a large variety of products and services to the consumers. Often the
environments are not in the hands of the manufacturers, so they have to modify the
marketing strategy in order to influence internal factors, which in turn affects the perception
and behavior (Kotler, 2002). Thus, this factor and environment has a great impact on the
customers’ choice and is largely responsible in shaping his liking and preference for the
product.

Social and Cultural Factors:

A marketer should be able to produce a product that will capture the need and demands of
the consumers. Following social and cultural factor affect the buying behavior of consumers.
in a society, the interaction of persons with the family, groups, and social classes is highly
responsible for the influence on the perception of consumer’s (Tanja and Piri-rajh, 2003).
The term attitude, values and buying process are generally influences by social class. Social
class can be defined as a group of people in which all members have the similar social status,
which is generally overlooked by the people. The classification of target market falls into
four groups, i.e. upper class, upper middle, middle class and lower class (Mourali, et al,
2005).

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LITREATURE REVIEW

11
 PROBLEMSTATEMENT

Customer satisfaction is one of themost important issues concerning business Organizations

of all types,which is justified by the customer orientation Philosophy And the main
principles of continuous improvement of modern enterprises Customer satisfaction is a key
component of a successful and prosperous organization.Satisfied customers will return to
buy more,recommend you toothers,Costless to sell to,and cost less to service

LITREATURE REVIEW

Customer perception is very important when it comes to marketing or business success.If a

customer perceives a produc timportant and essential for life,the Product will be sold
soon.On the other hand,if customers have a negative Perception about any product,it will be
a failure,no matter how good is the quality of The product.So,customer perception is very
significant and many companies collectData from the users of the products about the
perception of their products.If you are Planning to write a literature review on customer
perception,you have to choose your Topic carefully

.Eastwood, D.B, (1985)1: The concept of consumer needs to be understood beforegetting an

insight about the behavior and perceptions of consumer. Thus, ‘Aconsumer unit is one or
more persons who collectively generate income and allocateit for consumption among the
members of the unit’ .Making it more clear it can besaid that the term customer unit refers
domiciliary which includes individuals,ancestry and those who are living together.(Zeithaml,
1996)

Perceptions of Consumers’ about a brand are positivelyenhanced and dampen with

increasing levels of perceived quality and withincreasing levels of endure they ambience
respectively. For instance, customers’judgments of quality are likely to be affected by the
quality suggested by such exotic cues as brand name and price. Brand name, price, store
name/image, and country oforigin have also been identified by researchers as extrinsic cues
to (quality)perceptions (Teas and Agarwal, 2000)

According to Byron McCann (2011), correlation between behavior, experience and

perception of consumer can help an organization to understand in real time what customers
really think, experience and do

human psychology helps marketers to come up with the innovative product mixes (Peter and
Donnelly, 2002). Consumers are the base of the business of the business organizations. All
the consumers are not similar with each other according to their perception and behavior
(Zhang and Neelankavil, 1997).

Awng Di ( 2008)“This study compares consumers’ perceptions between retail

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stores: superstores and family-run stores in Bangkok. The superstores which were
used tocompare with family-run stores in this study are Big C, Carrefour and
Tesco-Lotus. Thestudy was quantitative research using survey questionnaires to
collect data from 400shoppers in Bangkok areas. Quantitative statistics were used to
analyze data variables andtest hypotheses. The results from this study found that the
competition betweensuperstores and family-run stores resulted in more benefits to
customers. The customerswere aware that many family-run stores closed down
because of superstores, but they preferred free and fair competition. The results also
found that the customers wanted theThai government to impose restrictions on
superstore expansion and support family-runstores, though they still agreed that
superstores are essential for consumers and family-run stores are not well allocated
for consumers in Bangkok. Consumers were satisfiedmore with marketing factors
including product quality, product variety, and stable pricesof superstores. They also
preferred the store environment of superstores than with thoseof family-run stores.
Consumers also thought that superstores benefited the economy andsociety than
family-run stores.

”Aaker (2000) assess that brand awareness plays a vital role in consumer perception
especially when their buying pattern is not defined. Branded items gives the feeling of
familiarity especially in low involvement products for example soaps and other day to
day usage items, media and advertisement are effective tools for awareness.

Nandagopal and Chinnaiyan (2003) conclude that the mode of purchase of product
also effecting buying pattern and so perception of consumer

Vanniarajan and Kubendran (2005) describe that consumer perception and usage of
any product can be changed due to change in food eating habbits. If income and
urbanization increases in among consumers then the percentage of income spent on
consumption Increases. The urban consumer mostly like branded products as
compared to rural consumers

(O’Neill, 2006)Fast food is regarded as “food, as hamburgers, pizza, or fried chicken,

that is prepared inquantity by a standardized method and can be dispensed quickly at
inexpensive restaurants for eating there or elsewhere”.

Schiffman and Kanuk, 2004, The consumerPerception to purchase or not to purchase

the product is crucial for marketers. It can signify whether the marketing strategy has
been wise, insightful, and effective, or whether was poorly planned and missed the
mark. Hence marketers are particularly interested in such process.

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RESEARCH OBJECTIVES

14
 RESEARCH OBJECTIVES

RESEARCH OBJECTIVE

1. To determine the customer food preference in hush.

2. To determine the customer perception for hush
3. To identify the customers attitude towards the service and benefits.

Research Strategy

When collecting data to approach the purpose of a research there are two ways in which
the data can be collected. In order to acquire a General knowledge about the topic,
secondary data is primarily used and is one of the ways by which data can be collected.
The second way to collect data is the primary data collection. Usually when a study is
conducted, secondary data is not sufficient enough and needs to be completed with
primary data which is collected by the research.

Research Design - Descriptive Research Method

In this research in order to collect primary data to confirm the findings of secondary
data and research objective of this study. We will also be discussing which different
types of Methodologies that were used. Since our research is of descriptive character
our primary intention was to collect primary data and secondary data to analyze it. By
doing so we found the factors Price, Trust and Convenience.when we collected primary
data through a survey. The main purpose of the survey was to collect data about
Consumer perception and the significance of the established factors, Price, Trust, and
Convenience In order to be able to find and establish Consumer perception

15
 Research Methodology

Data for this study was collected by means of a Survey conducted in galgotia university
BBA batch 3 student. The sample size was 100.The Questionnaire was used Mainly to
test the model proposed for consumer perception towards the hush food court.
The type of research was both exploratory as well as Descriptive. Likert five point
scales ranging from Strongly Agree to strongly disagree was used as
a basis of Questions. We took around different factors by studying the
existing models of consumer perception on hush food court This model was then tested
in our research by the percentage analysis in ms- excel

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DATA INTERPETATION

17
DATA INTERPETATION

Q1.What do you do in HUSH?

Frequency Percent Valid Percent Cumulative
Percent

Enjoy 8 8.0 8.0 8.0

Have Snacks 25 25.0 25.0 33.0

Timepass 11 11.0 11.0 44.0

Enjoy + Snacks 56 56.0 56.0 100.0

Total 100 100.0 100.0

Figure 1

Majority of the respondents i.e.56% said that they visit for enjoy and have snacks in

hush food court.

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Q2.How often do you visit in hush food court?
Frequency Percent Valid Percent Cumulative
Percent

Once a week 19 19.0 19.0 19.0

Twice a week 14 14.0 14.0 33.0

Once a month 61 61.0 61.0 94.0

Daily 6 6.0 6.0 100.0

Total 100 100.0 100.0

Figure:2

Majority of respondents i.e. 61% have said that they visit hush court once in a month
whereas 19% of respondents said that they visit once in a week

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Q3. With whom you like to go ?
Frequency Percent Valid Percent Cumulative
Percent

Alone 6 6.0 6.0 6.0

57 57.0 57.0 63.0
Group
24 24.0 24.0 87.0
Friends
13 13.0 13.0 100.0
Girlfriend/Boyfriend
100 100.0 100.0
Total

Figure:3

Majority of the respondents i.e. 57% of people like to go Hush food with their
friends.

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Q4.Why do you prefer Hush ?
Frequency Percent Valid Percent Cumulative
Percent

Better Taste 23 23.0 23.0 23.0

Quick Service 18 18.0 18.0 41.0

Offer/Discounts 4 4.0 4.0 45.0

Cleanliness 30 30.0 30.0 75.0

Brand Value 14 14.0 14.0 89.0

Efficiency in Service 11 11.0 11.0 100.0

Total 100 100.0 100.0

Figure:4

Majority of the respondents said that they like to visit Hush due to its service factor
i.e. cleanliness.

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Q5.What is your perception about Hush food court in your mind?
Frequency Percent Valid Percent Cumulative
Percent

Quality Products 24 24.0 24.0 24.0

Value for money 34 34.0 34.0 58.0

Possess Brand Equity 18 18.0 18.0 76.0

For Niche marketing 24 24.0 24.0 100.0

Total 100 100.0 100.0

Figure:5

Majority of respondents i.e. 34% of people have a perception in their mind that

hush value for money of its customers.

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Q6 .Which product do you like most in hush food court?
Frequency Percent Valid Percent Cumulative
Percent

Fries 18 18.0 18.0 18.0

34 34.0 34.0 52.0
bev er ag es
24 24.0 24.0 76.0
Burger
24 24.0 24.0 100.0
PizzaPuff
100 100.0 100.0
Total

Figure:6

Majority of people visit hush food court to have a beverages because it is most
preferred product

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Q7.What will you do if the price of the products increase with 25%?
Frequency Percent Valid Percent Cumulative
Percent

Consistent with same 31 31.0 31.0 31.0

Switch to other Brand 16 16.0 16.0 47.0

Reduce your visits 27 27.0 27.0 74.0

Increase your visists 26 26.0 26.0 100.0

Total 100 100.0 100.0

Figure:7

In my research, majority of the respondents i.e. 31% said that they will be consistent
with same to visit HUSH if the price of the product increases by 25%

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Q8.What improvements would you recommend in hush food court?
Frequency Percent Valid Percent Cumulative
Percent

Music . 21 21.0 21.0 21.0

Waiter Service 43 43.0 43.0 64.0

Quality Improvement 29 29.0 29.0 93.0

Other 7 7.0 7.0 100.0

Total 100 100.0 100.0

Figure:9

Majority of the respondents said that they will be more pleased if they get a waiter

service instead of self service.

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Q9.What is your preferred eating service in Hush food court?
Frequency Percent Valid Percent Cumulative
Percent

Eat In 37 37.0 37.0 37.0

Take Away 21 21.0 21.0 58.0

Both 42 42.0 42.0 100.0

Total 100 100.0 100.0

Figure:10

Majority of the respondents said that they prefer both eat in as well as take away

service from Hu sh fo od co urt .

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Q10.How would you rate hush food court in following aspects? ( Money)
Frequency Percent Valid Percent Cumulative
Percent

Excellent 26 26.0 26.0 26.0

Very Good 37 37.0 37.0 63.0
Average 24 24.0 24.0 87.0

Poor 8 8.0 8.0 95.0

Very Poor 5 5.0 5.0 100.0

Total 100 100.0 100.0

Figure:11

Majority of the respondents i.e.37% said that hush food court is very good in
terms of money.

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Q10bHow would you rate hush food court in following aspects? (Opening Hours)
Frequency Percent Valid Percent Cumulative
Percent

Excellent 32 32.0 32.0 32.0

Very Good 11 11.0 11.0 43.0
Average 21 21.0 21.0 64.0

Poor 25 25.0 25.0 89.0

Very Poor 11 11.0 11.0 100.0

Total 100 100.0 100.0

Figure:10(b)

Majority of the respondents i.e.32% said that hush is excellent service provider
in terms of its opening hours.

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Q13.Age?
Frequency Percent Valid Percent Cumulative
Percent

17-21 48 48.0 48.0 48.0

21-25 28 28.0 28.0 76.0

Valid 27-30 18 18.0 18.0 94.0

Above 30 6 6.0 6.0 100.0

Total 100 100.0 100.0

Figure:11

Majority of the respondents i.e. 48% are of younger age i.e. 17-21 who visits hush
fast food courts

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FINDINGS & ANALYSIS

30
FINDINGS &ANALYSIS

i. 52%Customers prefer beverages over the other food items

ii. 43% customers satisfied with the food quality .
iii. 58%Customers prefer to have their food in the hush court rather than carrying it
to the classes
iv. 57%Cutomers likes to visit the food court with the friends and in the groups
rather than others

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LIMITATION

 It is always a problem to get an enthusiastic response. There were

not many willing participants; lack of cooperation remains an aberration

in most of the survey based researches.

 The study is only restricted to the Campus.

 Time constraint is also one of the factor.

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CONCLUSION
I n u n i v e r s i t y , s t u d e n t s a n d t e a c h e r s acceptance of food

served by hush food outlets is critically important for the future growth of fast

food outlets in any economy. Though the rating of fast food outlets’ attributes

under th e study based on mean score is very high but still s t u d e n t visit

hush food outlets for fun,food and entertainment with their friends but

certainly not as a substitute of home made food.

students demand more and more information related to hygiene issues and

nutritional values of the products of hus h food outlets. Based on the analysis and

results, we can say that with more and more acceptability of hus h food outlets

and change in life style,

This study finds that s t u d e n t attach great importance to various factors such as

quality of food, facility layout, service quality – time and cleanliness. But all

factors are not equally important while choosing a food c o u r t s . Hence we

can say that good taste and good ingredients are most important factors whereas

additional information is least important factor for the s t u d e n t s . taste and quality

of ingredients of the food items are the most important factors.

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SUGGESTION AND RECOMMENDATION

34
SUGGESTION AND RECOMMENDATION
• To provide more attractive discounts to the students.

• In addition to the fast food few healthy food products can be added to the

menu.

• To provide a friendly environment for the s t u d e n t s , that is friendly staff.

• Not only for the s t u d e n t s but a work friendly environment should be

provided for the staff.

• Attractive and innovative packaging as consumers do judge a book by its

cover.

• Food providers must be verified by health Departments.

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ANNEXUERS

36
Quoestionaaire

Dear respondent,
I am a student of BBA, is conducting a research on Consumer Perception on hush
food courts ”. I would be extremely thankfulif you spare some time to answer the
following questions. All the facts disclosed by you will be used for academic purpose
only.

1. What do you do in Hush food court?

□ Enjoy □ Have Snacks
□ Timepass □ Enjoy+ Snacks

2.How often do you visit to Hush food court?

□ Once a week □ Twice a week
□ Once a month □ Daily

3.With whom you like to go?

□Parents □ Friends
□ Girlfriend/ Boyfriend □ Husband/ Wife

4.Why do you prefer Hush food court in comparison to other traditional food
courts?
□Better Taste □ Quick Service
□Offer/ Discounts □ Cleanliness
□ Brand Value □ Efficiency in Service

5.What is your perception about hush food court in your mind?

□Quality Products □Value for Money
□Possess Brand equity □ For Niche marketing

6..Which product do you like most in hush food court?

□Fries □Burger
□Ice-cream □Pizza Puff

7 What will you do if the price of products increase with 25% in hush food courts?
□ Consistent with same □ Switch to other Brand 

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□ Reduce your visits □ Increase your visits 
8.How do you prefer pay bills?
□Cash □ Credit Card
□ Debit Card □ Hush card

9.What improvements would you recommend in hush food court?

□Music □ Waiter Service
□ Quality Improvement □ Others

10.What is your preferred eating service in Hush food court ?

□Eat In □Take Away
□Both

11.How would you rate hush food court in following aspects?

Excellent Very Good Average Poor Very Poor
(1) (2) (3) (4) (5)
Money
Ambience
Opening Hours
Nutritional Value
Menu
Location
Customer Service
Parking Lot
12. Name………………………

13. Age
□ 17 to 30 □ 31 to 45
□ 46 to 60

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