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RESEARCH PROPOSAL

Ahmed Hossain Tamjeed


Rakeen Ahmed
17251007
17251009
A Quantitative Study of Consumer Perception
Rashidul Hasan toward
17251045 the
Anika Nawar Nikita 17251048
SaifSERVQUAL
Adnan Khan Dimensions of Star17251049
Kabab
Aanan Abraar 17251055

Course Title: Marketing Research


Course Code: MKT 4104

Submitted By: Group 4

Department of Marketing, FBS


Bangladesh University of Professionals

Submitted To:
Md. Ashraf Harun
Assistant Professor
Department of Marketing, FBS
University of Dhaka

Date of Submission: 11.02.2020


Table of Contents
1. Introduction.........................................................................................................................................1
2. Background..........................................................................................................................................1
2.1 Industry Background..........................................................................................................................1
2.2 Company Background........................................................................................................................1
3. Management Decision problem, Research problem, and Objectives..................................................2
3.1 Management Decision Problem:.......................................................................................................2
3.2 Research Problem:.............................................................................................................................2
3.3 Research Objectives:..........................................................................................................................2
4. Indicative Methodology.......................................................................................................................2
4.1 Sample Design...................................................................................................................................3
Reference....................................................................................................................................................4
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1. Introduction
Dhaka is the capital of Bangladesh. Around 21 million people live in this city. Dhaka was under
the rule of Mughal Empire for a long time. From then the legacy of Kebab starts. Kebab is the
invention of Arabs. There are many different types of kebab. Because of its spicy taste most of
the Bengali people are fond of it. This is why there are so many kebab chains and restaurants in
Dhaka. The restaurant business is growing very fast and generating a lot of revenue.

Our research is mainly focused on a specific Bengali restaurant that is Star kabab. We have
focused on the service quality of Star Kabab on this paper. As the perception of customers
depend on various factors such as food quality, interior design, cleanliness, employee behaviour
etc. So it is very much necessary to evaluate the service quality of a restaurant to identify and
solve their problem and to continue a sustainable growth.

2. Background

2.1 Industry Background


The restaurant industry is a fast growing sector in Bangladesh. In fiscal year 2018 the growth
rate was 7.13%. The size of the sector is likely to reach at BDT 73.16 billion in the current fiscal
year which was BDT 68.20 billion in FY18, according to BBS estimation. The latest data of the
labor force survey showed that some 1.15 million workers are engaged in the accommodation
and food service activities in the country. (The Financial Express, April 2018). The restaurant
market of Bangladesh has estimated at BDT 4,500 crore in the last year and by 2021 the
restaurant sector will contribute 2.1 percent of the country’s GDP by the recent report. (Business
Daily 24, 2020).

2.2 Company Background


Star kabab is the best Bangladeshi restaurant winner in the “The Daily Star Foodiez choice
awards 2015”. Star Kabab started their journey on 1967 from Thatari Bazar, Nawabpur. It was
founded by Haji Mohammad Momtaz Uddin Ahmed who was born in 23rd September 1941 who
came up with such a great idea of introducing kabab with a new taste. There are different types
and forms of kabab like Beef shik kabab, Mutton boty kabab, Jali kabab, Chicken grill etc. All of
these havetheir own unique taste. Star kabab has 10 different branches all over Dhaka city. The
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main branch is on Thatari Bazar, Nawabpur. And rest of them are in Wari. Kawran Bazar.
Gulistan, Farmgate, Bangobazar, Dhanmondi, Banani and elephant road.

3. Management Decision problem, Research problem,


and Objectives

3.1 Management Decision Problem:


When the original owner of star died, his son took over Star Kabab’s ownership. Lack of honesty
and experience was the main reason of why Star Kabab lost so many consumer. Their service
became very poor as well as the quality of their food. Over 6 month star nearly lost their
traditional tag. People started shifting to different restaurants. So their problem was they lost
their consumer and they have to regain their consumer’s trust again.

How can Star Kabab improve their service quality in order to regain lost customers and market
share?

3.2 Research Problem:


This research will help us to understand the service quality perceptions and preferences of
customer towards Star Kabab. To make changes and improve the existing service quality, it is
necessary to know how the customers view Star Kabab and the things that Star Kabab is lacking
in their opinion. A survey based on the SERVQUAL model will help to gain the insights from
customer’s points of view.

3.3 Research Objectives:


 To analyze the quality of service provided by Star Kabab by using service quality
management model.
 To discuss if there is anything that can be done to improve the current service quality of
Star Kabab.
 To find out the best way to implement the process to improve the service quality of Star
Kabab.

4. Indicative Methodology
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A research methodology is the process of collecting information and data in order to identify
business problems and find solutions to those problems. To achieve the objectives of this study
and collect the necessary information to make a decision, a survey questionnaire will be made
and distributed among the sample.

The research will be quantitative in nature. It will focus on the service quality factors that
influence the consumer’s perception towards Star Kabab. Based on previously conducted similar
researches, a questionnaire will be created and sent out to the target sample segment to collect
data and analyze their perception towards Star Kabab. The questionnaire will be made using
google forms and distributed through social media.

The research aims to gain insights on customer’s experiences with Star Kabab. The data
collected will be reliable as the sample will consist of people who have visited Star Kabab.

4.1 Sample Design


Elements Students, Job Holders
Bangladesh University of
Sample unit Professionals, Dhaka City
College
Target Population
Frequent Restaurant Visitors
Sample frame
in Dhaka
Extent Visited Star Kabab Once
Time During the last 2 years
Sampling Method Convenience sampling
Sample Size 200
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Reference
1. Anon, (2020). [online] Available at: https://businessdaily24.com/bangladeshi-young-
entrepreneurs-should-invest-food-industry/ [Accessed 11 Feb. 2020].
2. Express, T. (2020). Hotel and restaurant sector set to post higher growth. [online] The
Financial Express. Available at: https://thefinancialexpress.com.bd/economy/hotel-and-
restaurant-sector-set-to-post-higher-growth-1523184592 [Accessed 11 Feb. 2020].
3. Report, S. (2020). Daily Star Foodiez Choice Awards 2015: who won what. [online] The
Daily Star. Available at: https://www.thedailystar.net/lifestyle/food/daily-star-foodiez-
choice-awards-2015-who-won-what-785113 [Accessed 11 Feb. 2020].