CENTRE FOR AGRI MANAGEMENT

DEPARTMENT OF BUSINESS ADMINISTRATION,

UTKAL UNIVERSITY

Customer Perception towards

Food joints in odisha
SUBMITTED BY:
ANIL MALLICK
ANKITA JENA
VIKASH KUMAR
BEHERA

Introduction

 Food diversity in Odisha is an implicit characteristic of

odishas diversified culture consisting of different regions
and Districts within.
Traditionally, odias like to have home-cooked meals a
concept supported religiously as well as individually.
However, with times due to increasing awareness and
influence of western culture, there is a slight shift in food
consumption patterns among urban families.

 It is gaining acceptance primarily from Indian youth and

younger generations and is becoming part of life.

Many of the traditional dishes have been adapted to suit

the emerging food joints .

The basic adaptation is to decrease the processing and

serving time.

Title of the Study

Customer perception towards
Restaurant Foods in Bhubaneswar

Objectives of the Study

The main objective is to determine the Current Consumer Behavior
levels of the
customers regarding to their choice of Restaurants.
1. To determine what consumer thinks before choosing before going to restaurant
2. To study and analyze consumers food preferences.

3.

To determine which factors influence the choice of consumers for Lunch.

4. To determine the consumer perception about the nutritional value of these

foods.

Research Methodology
Research Instrument
Used:
A Structured
Questionnaire
Direct interviewing

Sampling Method:

Judgemental, Convenience

Sampling

Data Collection Method

Primary

Interview Method
Face to face Interview

Secondary

Internet
Articles
Books

Research Approach & Research

Design
Qualitative Research
Approach

Research Design: Descriptive

Sampling Universe: Bhubaneswar

Total Respondents: 75

Data Collection Instrument: Questionnaire

Data Collection Method: Interview & MARKETING EXPERT

Dr Niraj Kumar (XIMB)

through Google Forms

Analysis
Almost all the respondent like to have their Lunch/Dinner only because of Taste and
time.
Almost every person direct interviewed said that he/she has visited and most
frequently in Bhubaneswar.
Most of the respondent visit restaurant occasionally because they dont know how to
cook.
Humans are social being so they like to visit different restaurants in group.
Among the Four factors Price, Quantity, Ingredients and Hygiene, the most
significant variables are : Essential, Appealing which are consider they most by the
consumer for choosing a restaurant.
Most of the respondent spent less than 10% of their monthly income.

A SIMPLE MODEL OF CONSUMER DECISION MAKING

EXTERNAL INFLUENCE

INPUT

INPUT
Firms marketing
strategies
a) Product
b) Promotion
c) Pricing
d) place

OUTPUT

Post decision
behaviour

CONSUME
a) Experience
b)Repeat consume

Decision
Making

Social culture
influences
a) Communication &
reference groups
b) Family
c) Social & sub
culture

Psychological Field
a) Consumer needs
and motivation
b) perceptions

Ratio of Male-Female

Female ; 37%
Male; 63%

Ratio of Occupation

Self-Employed; 9%

Student; 51%
Employed; 40%

How many times do you consume

lunch in a month
Total
75

How many times do you consume lunch in a month

Occasionaly On a regular basis
Rarely
43
23
8

Rarely; 11%

On a regular basis; 31%

Occasionaly; 58%

On what basis do you choose

these outlets to have fast food
On what basis do you choose these restaurants to have lunch
Total
75

1. Price
47

2. Food Variation
23

3. Quality & Quantity

45

4. Offers/Discounts
32

Sales
Price; 4% Food Variation; 11%
Quality & Quantity; 21%
Cleanliness;
17%16%
Ambience;
Services; 15% Offers/Discounts; 15%

5. Cleanliness6. Services7. Ambience

37
32
35

Conclusion
It has been concluded that according to the above study
the consumers mainly consist of students.
The consumers prefers their fast service & delivery while
choosing these food joints.
Although the consumers also pay attention to the variety
of the food products available in the food joints.
Many consumers also prefer the variety that is the
vegetarian or the non-vegetarian food.
However few consumers did mention that there is still
need for better and attractive offers exists in these joints.

THANK YOU FOR

YOUR PATIENCE