Marketing Research Project On

Understanding consumer lifestyle towards restaurant cum bars

Submitted to: Dr. S.K. Laroiya

Submitted by: Yukti Malik (E-20) Akshay Malhotra (E-33) Chandan Middha (E-58) MBA (General)-II

Table of Contents
S. No. Topic Name
A. Executive Summary 1 Introduction 2 Qualitative research a. Purpose of research b. Need of research 3 Research Design a. Types of Research design b. Data Collection c. Questionnaire development and pretesting d. Sampling e. Field work 4 Data Analysis and Findinngs a. Statistics b. Crosstabs c. CHI - Square d. One-way ANOVA e. Independent T-Test 5 Limitations 6 Conclusion 7 Appendicies

S. No.
3 4 5

9 10 15 22 26 32 41 42 43

Customer lifestyle towards Restobars

EXECUTIVE SUMMARY
Nowadays it is very important for the organizations to understand the consumer lifestyle and behavior in order to sustain in the economy. A market research is thus a tool to give them a complete insight into what the consumers are looking for in their product, what is important to the majority of the population and what is not.

Another important factor is the retention of the current consumers and attracting the prospective customers. This can be inferred from administering the questionnaire and recording their satisfaction levels with respect to the service quality, their expectations and doing the needful for further improvements in the resto bars. One can even find out from the same set of questions, the number of customers who can be potential repeat customers.

On the basis of the questionnaire, It was found that most of the respondents like to visit resto bars the most of the time, where Hardrock caf topped the list. Also they looked into various parameters in order to choose a place to party or get together, such as ambience, consistent service quality, crowd, price of the menu, etc.

Customer lifestyle towards Restobars

INTRODUCTION
Restobars are leaving no stone unturned in their attempt to try and lure in as many people as possible with unique and different ways possible. Although all the industry is earning a good amount of profit to stay afloat, but they are still unable to understand why they are not able to earn that much profit that they expected and this survey/study will help them have the insight of what people expect and what attracts them. This industry is one of the most booming and safest industries. No matter if there is a recession people will still eat and drink and will visit the restaurants for parties, for relaxing and for taking their mind off their problems. But the problem is that there are so many different types and combinations of restaurants these days. What do the people really want?

Customer lifestyle towards Restobars

QUALITATIVE RESEARCH

PURPOSE OF RESEARCH
To understand the mentality and mindset of people about the restaurant cum bars. Understanding the culture of todays population and determining what they expect from such establishments which claim to provide drinks, good ambience, food and a good place to hang out. And to understand the consumer lifestyle and behavior. This market research is conducted in order to give Restaurant based businesses an insight into what the consumers are looking for in their product and services, what is important to the population and what is not.

NEED FOR RESEARCH

New restaurants are entering the market in large numbers and still they are not able to do the business they expected to do, This study will help them understand what they are lacking in their business models, and what people expect from them. This study will also provide a perspective to the new restaurants who are looking for an entry to the market. Determining the viability of a new market for your company to enter. Identifying your most profitable customer segments and how to protect them Determining the most effective marketing/advertising channels to support your business.

Customer lifestyle towards Restobars

RESEARCH DESIGN
Type of research design
The Research design of the project is Quantitative in nature. Descriptive analysis is used to analyze the background as well as the respondents profile pertaining to their perception towards mobile phones. Marketing research is the systematic and objective identification, collection, analysis, dissemination and use of information a) Problem Identification Research - Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, image, market characteristics, sales analysis, forecasting, and trends research. b) Problem- Solving Research - Research undertaken to help solve specific marketing problems. Examples : segmentation, product, pricing, promotion and distribution research.

Exploratory Research :- Research that focuses on collecting either secondary data or primary data and using an unstructured format or informal procedures to interpret them.

Descriptive Research :- Research that uses a set of scientific methods or procedures to collect raw data and create data structures that describe the existing characteristics of a defined target population or market structure. To gain a greater understanding of the research we have even used exploratory research type in the project. Since, There have not been any previous studies conducted in regard to this project therefore the exploratory research has been done too.

Data collection from primary sources

Primary data consists of original information gathered for specific purpose. It is collected using self administered questionnaires which were distributed to respondents who were briefed as to how the questionnaire is to be answered. Questionnaires have been used as the primary data collection technique.
Customer lifestyle towards Restobars 6

A research instrument (questionnaire) was framed, consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Questionnaires have advantages over some other types of surveys in that they are cheap, do not require as much effort from the questioner as verbal or telephone surveys, and often have standardized answers that make it simple to compile data.

A carefully developed questionnaire have been used. It was pretested before it was administered on a large scale. Each question was designed to contribute to the research objective. A structured questionnaire was desi gned for t hi s purpose.

There were simple,direct and unbiased set of questions that were clear, easy to understand, and straightforward to ensure that the respondents can answer the questions with ease and understand the questions properly so that the responses are not biased.

Questionnaire Development and pretesting

Questionnaire is a schedule or measuring instrument for obtaining information from the respondents. The questionnaire consists of few demographic details and some questions pertaining to the problem that can help in collecting the information from respondents answers. In order to reduce the response error the questionnaire has been designed in such a way that the time required to fill it does not exceed 3-4 minutes. Further in order to reduce questionnaire error such as (avoiding biasness in mind of respondent) questions have been worded carefully. The research does not consist of any unstructured questions (open-ended). (A sample questionnaire has been attached at the end).

Sampling
It is a description of the characteristics of a group from where the data has to be collected. It is also called as the target audience.

Customer lifestyle towards Restobars

This research has targeted 334 people for the purpose of collecting information. The target population represents Delhi (NCR), studying their lifestyle towards restaurant cum bars. Under this research report, the sample has been selected on the basis of convenience sampling technique which is convenient and quick.

Field work
Fieldwork is work that requires first hand observation, recording or documenting what one sees and hears in a particular setting. It means finding out what people actually do, how they actually think and behave. Here the field work consists of getting the questionnaires to be filled and this has been done through Electronic interviewing method where respondents were asked to fill the survey on Internet like Social media, Personal e-mails etc.

Customer lifestyle towards Restobars

DATA ANALYSIS AND FINDINGS

Customer lifestyle towards Restobars

STATISTICS
a. Gender

Analysis Out of the sample size of 334 respondents 54% are males and 46% are females.

b. Occupation of Respondents

Analysis the maximum number of respondents of the sample belong to student group and second highest number are professionals.
Customer lifestyle towards Restobars 10

c. Income Group

Analysis The maximum respondents belong to the income group of no income or the income group more than Rs50000.

d. Age Group of respondents

Analysis Most of the respondents belong to the age group of 18-24.

Customer lifestyle towards Restobars 11

e. Where people prefer to party most

V Discotheques a Restobars lHotels iOwn place d Somewhere else Total

Frequency 57 136 53 48 40 334

Percent 17.1 40.7 15.9 14.4 12.0 100.0

Valid Percent 17.1 40.7 15.9 14.4 12.0 100.0

Cumulative Percent 17.1 57.8 73.7 88.0 100.0

Analysis The maximum people who took part in this survey like to visit restobars for partying.

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12

f. Most preferable Restobar

Analysis Maximum number of respondents have chosen Hardrock caf as their most preferable restobar.

g. Ranking of different combinations

Preference on the appetizers you would give priority to: N Valid Missing Mean Drinks 334 0 2.47 Drinks+Meals 334 0 1.85 Snacks+Drinks 334 0 2.60 Snacks+Meals 334 0 3.04

Analasis Most preferred combination is Drinks+Meals with the mean ranking of 1.85, followed by Drinks and then Snacks+Drinks. Also, its noticed that both Drinkks and Snacks+Drinks got a close mean ranking, which shows that people use both the combinations as substitutes.
Customer lifestyle towards Restobars 13

h. Preference to change the restobar

Analysis This stated that out of total sample, almost 61% of people are ready to change their current restobar.

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14

CROSSTABS
a. Where did people hear about the Restobars which are Popular?
How do you get to know about different Resto Bars? Newspaper Hard-rock Mocha Arthouse Caf 1 Boulevard Boom box Smokehouse Grill Underdogs Total 5 5 0 0 0 0 10 Friends 113 73 40 33 9 8 276 Internet 4 3 10 3 0 0 20 Advertisements 1 3 8 4 6 0 22 Others 0 0 6 0 0 0 6 Total 123 84 64 40 15 8 334

Analysis According to the above analysis the most popular form of advertisement is the word of mouth, most of the people have heard about the restobars from their friends; the other means of advertisements are used but dont seem to be very successful.

b. The relationship between the restobars and the satisfaction provided by them
Very Satisfied Hard-rock Mocha Arthouse Caf 1 Boulevard Boom box Smokehouse Grill Underdogs Total 11 8 7 4 3 0 33 Satisfied 100 65 46 31 11 8 261 Neutral 12 11 11 5 1 0 40 Total 123 84 64 40 15 8 334

Analysis If we consider Very Satisfied and Satisfied together, Hardrock has the highest satisfaction rating from respondents.

c. People prefer to change restobars and their current satisfaction level

Very Satisfied Do you prefer changing your Resto bar frequently? Total Yes No 17 16 33 Satisfied 166 95 261 Neutral 22 18 40 205 129 334

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15

Analysis This shows that people are satisfied with the restobars they visit and yet the prefer changing them frequently. This can be inferred that people like change and doesnt want to visit the same place again and again. Suggestion for the restobar owners is that they should keep innovating new outlook place after regular intervals of time.

d. How much money are people spending on their favorite restobar and how much they
are willing to spend?
Buffet:If provided the choice for selecting the courses, how much do you think is a reasonable price? Hard-rock Mocha Arthouse Caf 1 Boulevard 150-400 (Economy Class) Boom box Smokehouse Grill Underdogs Total Hard-rock Mocha Arthouse Caf 1 Boulevard 400-600 ( Business Class) Boom box Smokehouse Grill Underdogs Total Hard-rock Mocha Arthouse Caf 1 Boulevard Total Boom box Smokehouse Grill Underdogs Total On Food:How much do you normally spend when you visit a Resto bar? Below 500 16 9 11 5 1 2 44 1 1 0 0 0 0 2 17 10 11 5 1 2 46 500-1000 52 42 32 24 5 0 155 31 14 6 6 2 3 62 83 56 38 30 7 3 217 Above 1000 14 10 7 4 4 2 41 9 8 8 1 3 1 30 23 18 15 5 7 3 71 82 61 50 33 10 4 240 41 23 14 7 5 4 94 123 84 64 40 15 8 334

Total

Customer lifestyle towards Restobars

16

Drink+Buffet:If provided the choice for selecting the courses, how much do you think is a reasonable price? Hard-rock Mocha Arthouse Caf 1 Boulevard 250-500 (Economy Class) Boom box Smokehouse Grill Underdogs Total Hard-rock Mocha Arthouse Caf 1 Boulevard 500-700 (Business Class) Boom box Smokehouse Grill Underdogs Total Hard-rock Mocha Arthouse Caf 1 Boulevard Total Boom box Smokehouse Grill Underdogs Total

On Food:How much do you normally spend when you visit a Resto bar? Below 500 14 5 10 5 1 1 36 3 5 1 0 0 1 10 17 10 11 5 1 2 46 500-1000 34 23 17 16 1 0 91 49 33 21 14 6 3 126 83 56 38 30 7 3 217 Above 1000 5 5 1 0 2 1 14 18 13 14 5 5 2 57 23 18 15 5 7 3 71

Total

53 33 28 21 4 2 141 70 51 36 19 11 6 193 123 84 64 40 15 8 334

This research shows that majorly people are spending more than than what they are willing to spend. As in case of first table, 52 people are spending in range of Rs. 500-1000 in Hardrock, who actually want to spend less than Rs. 400

Customer lifestyle towards Restobars

17

e. The following analysis gives us the view about the relationship between the gender and
the attributes that are important to them in their most visited restobars.
Ambience Gender Most Important Hard-rock Mocha Arthouse Caf 1 Boulevard Male Boom box Smokehouse Grill Underdogs Total Hard-rock Mocha Arthouse Caf 1 Boulevard Female Boom box Smokehouse Grill Underdogs Total Hard-rock Mocha Arthouse Caf 1 Boulevard Total Boom box Smokehouse Grill Underdogs Total 41 34 31 7 6 3 122 38 24 20 12 3 5 102 79 58 51 19 9 8 224 Important 23 12 9 10 2 0 56 21 11 4 7 4 0 47 44 23 13 17 6 0 103 0 3 0 0 0 0 3 Neutral 0 3 0 0 0 0 3 Not So Important 0 0 0 1 0 0 1 0 0 0 3 0 0 3 0 0 0 4 0 0 4 64 49 40 18 8 3 182 59 35 24 22 7 5 152 123 84 64 40 15 8 334 Total

ANALYSIS Out of the total number 224 respondents who selected most important for ambience, 79 visit hardrock, which is the highest number. That shows the customer satisfaction regarding ambience is maximum for Hardrock.

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Gender

Service quality Most Important Hard-rock Mocha Arthouse Caf 1 Boulevard 23 23 22 13 3 1 85 29 18 15 13 4 2 81 52 41 37 26 7 3 166 Important 35 22 18 3 5 2 85 25 16 9 7 3 3 63 60 38 27 10 8 5 148 Neutral 6 4 0 2 0 0 12 5 1 0 2 0 0 8 11 5 0 4 0 0 20

Total

64 49 40 18 8 3 182 59 35 24 22 7 5 152 123 84 64 40 15 8 334

Male

Boom box Smokehouse Grill Underdogs Total Hard-rock Mocha Arthouse Caf 1 Boulevard

Female

Boom box Smokehouse Grill Underdogs Total Hard-rock Mocha Arthouse Caf 1 Boulevard

Total

Boom box Smokehouse Grill Underdogs Total

ANALYSIS Out of the total number 166 respondents who selected Service quality as the most important factor 56 visit hardrock, which is the highest number, which shows that people are maximum satisfied with Hardrock in regard to service quality.

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Similarly, for other attributes: 1. Convinient Location: Out of the total number 58respondents who selected Convenient Location as the most important factor 28 visit hardrock, which is the highest number. 2. Consistent Quality Out of the total number 117 respondents who selected consistent quality as the most important factor 39 visit caf 1, which is the highest number 3. Variety of menu items Out of the total number 96 respondents who selected Variety of menu as the most important factor 5 32visit hardrock, which is the highest number 4. Price of items Out of the total number 92 respondents who selected Service quality as the most important factor 37 visits hardrock, which is the highest number 5. Friendly epmloyees Out of the total number 90respondents who selected Friendly Employees as the most important factor 30 visit hardrock, which is the highest number 6. Crowd Out of the total number 132 respondents who selected Crowd as the most important factor 61 visit hardrock, which is the highest number 7. Cleanliness Out of the total number 168 respondents who selected Least waiting as the most important factor 56 visit hardrock, which is the highest number! 8. Less waiting time Out of the total number 36 respondents who selected Least waiting as the most important factor 125 visit hardrock, which is the highest number! This clearly shows that customers are maximum satisfied with overall service quality of Hardrock in all the aspect as compared to given other restobars.

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f. Relationship between age group and where the respondents like to party?

Age group of respondents under 18 Where do you party most? Discotheques Restobars Hotels Own place Somewhere else Total 1 2 0 2 1 6 18-24 38 108 44 33 32 255 25-34 17 25 9 12 7 70 35-54 1 1 0 1 0 3 Total 57 136 53 48 40 334

ANALYSIS People in the age group18-24 have the most parties and they are inclined to having them in a restobar.

g. Relationship between which the respondents party with and their occupation?
Occupation Total Professional Friends get together You would visit a Resto bar for: Business party Family affairs Seasonal/festive parties Others Total 95 4 4 4 2 109 Homemaker 2 0 1 0 0 3 Student 165 5 10 11 5 196 Self-employed 20 1 0 1 0 22 Others (specify) 2 0 0 1 1 4 284 10 15 17 8 334

ANALYSIS This shows that people fall in whatever category, they like to party mostly with their friends.

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h. Suggested time for HAPPY HOURS

What time of the day do you usually visit? When do you usually visit? Hard-rock Mocha Arthouse Caf 1 Boulevard Weekends Boom box Smokehouse Grill Underdogs Hard-rock Mocha Arthouse Weekdays Caf 1 Boulevard Boom box Hard-rock Mocha Arthouse Caf 1 Boulevard Both Boom box Smokehouse Grill Underdogs Hard-rock Mocha Arthouse Caf 1 Boulevard Total Boom box Smokehouse Grill Underdogs Noon 7 7 3 5 0 0 22 2 0 6 4 12 0 12 0 6 4 3 25 9 19 9 15 4 3 59 Evening 42 28 29 9 3 2 113 3 2 4 0 9 19 12 3 3 0 3 40 64 42 36 12 3 5 162 20 11 0 0 2 0 33 50 23 19 13 8 0 113 Night 30 12 19 13 6 0 80 Total 79 47 51 27 9 2 215 5 2 10 4 21 39 35 3 9 6 6 98 123 84 64 40 15 8 334

ANALYSIS There are always times of the week where mostly the business is going down and thats the time they can maybe come up with an offer where they can maybe buy drinks for free or something like the concept of happy hour, this should be done at the time where the business is not very good which happens at the time when regular customers are busy and cant come normally.
Customer lifestyle towards Restobars 22

CHI-SQUARE
a. Income group and various restobars
Income Group No income Hard-rock Mocha Arthouse Caf 1 Boulevard Boom box Smokehouse Grill Underdogs Total 44 27 18 8 2 2 101 Less than Rs. 10000 5 4 4 3 0 1 17 Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 28.456
a

Rs. 10000 to Rs. 25000 14 10 4 2 5 0 35

Rs. 25000 Rs. 50000 25 22 17 11 7 1 83

Rs. 50000 or Above 35 21 21 16 1 4 98

Total 123 84 64 40 15 8 334

df 20 20 1

Asymp. Sig. (2-sided) .099 .100 .046

28.394 3.978 334

a. 14 cells (46.7%) have expected count less than 5. The minimum expected count is .41.

Step1: Formation of hypothesis H0: Household income has no significant effect on the choice of restobar H1: Household income has a significant effect on the choice of restobar Step2: Level of significance = 5% Step 3:Computation of test variable Cal Chi-square = 28.456 Step 4: p-value = 9.9% As p-value > level of significance, We conclude that there are not enough evidences to reject the null hypothesis in favor of alternate one. Therefore we say that household income has not a significant effect on the choice of restobars.
Customer lifestyle towards Restobars 23

b. Occupation and various restobars

Occupation Professional Hard-rock Mocha Arthouse Caf 1 Boulevard Boom box Smokehouse Grill Underdogs Total 38 23 21 17 9 1 109 Homemaker 1 1 1 0 0 0 3 Student 72 56 37 20 5 6 196 Self-employed 9 4 5 2 1 1 22 Occupation Others (specify) 3 0 0 1 0 0 4 Total

123 84 64 40 15 8 334

Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 16.310
a

df 20 20 1

Asymp. Sig. (2-sided) .697 .579 .168

18.135 1.904 334

a. 19 cells (63.3%) have expected count less than 5. The minimum expected count is .07.

Step1: Formation of hypothesis H0: Occupation of the people has no significant effect on the choice of restobar H1: Occupation of the people has a significant effect on the choice of restobar

Step2: Level of significance = 5% Step 3:Computation of test variable Cal Chi-square = 16.310 Step 4: p-value = 69.7% As p-value > level of significance, We conclude that there are not enough evidences to reject the null hypothesis in favor of alternate one. Therefore we say that occupation of the people has not a significant effect on the choice of restobars.
Customer lifestyle towards Restobars 24

c. Gender and various restobars

Gender Total Male Hard-rock Mocha Arthouse Caf 1 Boulevard Boom box Smokehouse Grill Underdogs Total 64 49 40 18 8 3 182 Female 59 35 24 22 7 5 152 Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 4.848
a

123 84 64 40 15 8 334

df 5 5 1

Asymp. Sig. (2-sided) .435 .433 .653

4.865 .202 334

Step1: Formation of hypothesis H0: Gender type has no significant effect on the choice of restobar H1: Gender type has a significant effect on the choice of restobar Step2: Level of significance = 5% Step 3: Computation of test variable Cal Chi-square = 4.848 Step 4: p-value = 43.5% As p-value > level of significance, We conclude that there are not enough evidences to reject the null hypothesis in favor of alternate one. Therefore we say that gender type has not a significant effect on the choice of restobars. Interpretation: In above chi-square test we estimated whether there are significant differences for the choice of restobar in regard to different factors. And we found out that broadly there doesnt exist any significant difference for the preference of a restobar in different factors within several categories.
Customer lifestyle towards Restobars 25

Oneway ANOVA
a. Income and preference of different attributes
ANOVA Sum of Squares Between Groups Ambience Within Groups Total Between Groups Service Quality Within Groups Total Between Groups Convinient location Within Groups Total Between Groups Consistent quality Within Groups Total Between Groups Variety of menu items Within Groups Total Between Groups Price of the items Within Groups Total Between Groups Friendly employees Within Groups Total Between Groups Crowd Within Groups Total Between Groups Cleanliness Within Groups Total Between Groups Less waiting time Within Groups Total 0.675 106.489 107.165 0.698 121.482 122.18 1.996 248.819 250.814 2.133 193.795 195.928 9.161 315.378 324.539 24.9 283.256 308.156 4.422 246.452 250.874 23.622 373.303 396.925 3.899 193.502 197.401 3.73 190.426 194.156 df 4 329 333 4 329 333 4 329 333 4 329 333 4 329 333 4 329 333 4 329 333 4 329 333 4 329 333 4 329 333 0.932 0.579 1.611 0.171 0.975 0.588 1.657 0.16 5.906 1.135 5.205 0 1.106 0.749 1.476 0.209 6.225 0.861 7.23 0 2.29 0.959 2.389 0.051 0.533 0.589 0.905 0.461 0.499 0.756 0.66 0.62 0.174 0.369 0.472 0.756 Mean Square 0.169 0.324 F 0.522 Sig. 0.72

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26

Step1: Formation of hypothesis H0: There is no significant difference between preference for attributes and among the people belonging to different income groups H1: There is significant difference between preference for attributes and among the people belonging to different income groups Step2: Level of significance = 5% Step 3: Computing test statistics Attributes Ambience Service Quality Convinient Location Consistent Quality Variety of menu items Price of the items Friendly employees Crowd Cleanliness Less Waiting time p-value 0.072 0.756 0.62 0.461 0.051 0 0.209 0 0.16 0.171

Conclusion: As we can see, in all the attributes, except Price and Crowd, p-value is greater than .05, we conclude that there are not enough evidences to reject the null hypothesis in favor of alternate one. Therefore we say that there is no difference in the preference of attributes among the different income groups for these factors. But for the attributes, Price and Crowd, p-value is less than the significance level, we conclude that there are strong evidences to reject the null hypothesis in favour of alternate one. And hence there exist differences in the preference of these attributes among the different income groups.

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27

b. Occupation and preference of different attributes

ANOVA Sum of Squares Between Groups Ambience Within Groups Total Between Groups Service Quality Within Groups Total Between Groups Convinient location Within Groups Total Between Groups Consistent quality Within Groups Total Between Groups Variety of menu items Within Groups Total Between Groups Price of the items Within Groups Total Between Groups Friendly employees Within Groups Total Between Groups Crowd Within Groups Total Between Groups Cleanliness Within Groups Total Between Groups Less waiting time Within Groups Total 0.929 106.235 107.165 2.443 119.737 122.18 0.058 250.756 250.814 3.292 192.636 195.928 3.819 320.719 324.539 5.522 302.634 308.156 1.062 249.812 250.874 4.355 392.571 396.925 1.132 196.269 197.401 2.527 191.629 194.156 df 4 329 333 4 329 333 4 329 333 4 329 333 4 329 333 4 329 333 4 329 333 4 329 333 4 329 333 4 329 333 0.632 0.582 1.085 0.364 0.283 0.597 0.474 0.754 1.089 1.193 0.912 0.457 0.266 0.759 0.35 0.844 1.38 0.92 1.501 0.202 0.955 0.975 0.98 0.419 0.823 0.586 1.406 0.232 0.015 0.762 0.019 0.999 0.611 0.364 1.678 0.155 Mean Square 0.232 0.323 F 0.72 Sig. 0.579

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Step1: Formation of hypothesis H0: There is no significant difference between preference for attributes and among the people of different occupations H1: There is significant difference between preference for attributes among the people of different occupations Step2: Level of significance = 5% Step 3: Computing test statistics Attributes Ambience Service Quality Convinient Location Consistent Quality Variety of menu items Price of the items Friendly employees Crowd Cleanliness Less Waiting time p-value 0.579 0.155 0.999 0.232 0.419 0.202 0.844 0.457 0.754 0.364

Conclusion: As we can see, in all the attributes, p-value is greater than .05, we conclude that there are not enough evidences to reject the null hypothesis in favor of alternate one. Therefore we say that there is no difference in the preference of various attributes among the people of different occupations.

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c. Gender and preference of different attributes

ANOVA Sum of Squares Between Groups Ambience Within Groups Total Between Groups Service Quality Within Groups Total Between Groups Convinient location Within Groups Total Between Groups Consistent quality Within Groups Total Between Groups Variety of menu items Within Groups Total Between Groups Price of the items Within Groups Total Between Groups Friendly employees Within Groups Total Between Groups Crowd Within Groups Total Between Groups Cleanliness Within Groups Total Between Groups Less waiting time Within Groups Total 0.011 107.154 107.165 0.519 121.661 122.18 0.428 250.387 250.814 0.851 195.077 195.928 0.369 324.17 324.539 0.442 307.713 308.156 2.635 248.24 250.874 0.639 396.286 396.925 0.121 197.281 197.401 0.188 193.968 194.156 df 1 332 333 1 332 333 1 332 333 1 332 333 1 332 333 1 332 333 1 332 333 1 332 333 1 332 333 1 332 333 0.188 0.584 0.322 0.571 0.121 0.594 0.203 0.653 0.639 1.194 0.535 0.465 2.635 0.748 3.524 0.061 0.442 0.927 0.477 0.49 0.369 0.976 0.378 0.539 0.851 0.588 1.448 0.23 0.428 0.754 0.567 0.452 0.519 0.366 1.416 0.235 Mean Square 0.011 0.323 F 0.033 Sig. 0.857

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Step1: Formation of hypothesis H0: There is no significant difference between preference for attributes and among males and females H1: There is significant difference between preference for attributes among males and females Step2: Level of significance = 5% Step 3: Computing test statistics Attributes Ambience Service Quality Convinient Location Consistent Quality Variety of menu items Price of the items Friendly employees Crowd Cleanliness Less Waiting time p-value 0.857 0.235 0.452 0.23 0.539 0.49 0.061 0.465 0.653 0.571

Conclusion: As we can see, in all the attributes, p-value is greater than .05, we conclude that there are not enough evidences to reject the null hypothesis in favor of alternate one. Therefore we say that there is no difference in the preference of various attributes among the people of different occupations.

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INDEPENDENT T-Test
a. Income and expenditure pattern
Group Statistics How much do you spend normally Income Group On Drinks Rs. 10000 to Rs. 25000 Rs. 25000 - Rs. 50000 On Food Rs. 10000 to Rs. 25000 Rs. 25000 - Rs. 50000 N 35 83 35 83 Mean 1.34 1.95 2.09 2.25 Std. Deviation .482 .561 .373 .641 Std. Error Mean .081 .062 .063 .070

Independent Samples Test Levene's Test for Equality of Variances How much do you spend normally Equal variances assumed On Drinks Equal variances not assumed Equal variances assumed On Food Equal variances not assumed

t-test for Equality of Means 95% C.I. of the Diff.

Sig.

df

Sig. (2tailed) 0

Mean Difference -0.609

Std. Error Difference 0.109

Lower

Upper

1.935

0.167

-5.606

116

-0.824

-0.394

-5.966

73.997

-0.609

0.102

-0.812

-0.406

24.64

-1.442

116

0.152

-0.167

0.116

-0.397

0.062

-1.77

104.23

0.08

-0.167

0.095

-0.355

0.02

Step1: Formation of hypothesis H0: There is no significant difference between expenditure patterns of people belonging to two specified income groups H1: There is significant difference between expenditure patterns of people belonging to two specified income groups
Customer lifestyle towards Restobars 32

Group

1:

Rs.

10000

to

Rs.

25000

Group 2: Rs. 25000 to Rs. 50000 Step2: Level of significance = 5% Step 3: Computing test statistics On Drinks On Food p-value 0.167 0

Conclusion: As we can see, in case of on drinks, p-value is greater than .05, we conclude that there are not enough evidences to reject the null hypothesis in favor of alternate one. Therefore we say that there is no significant difference between expenditure patterns of people belonging to the given income groups for the purpose of drinks. Whereas in the case of on food, p-value is 0, we conclude that we reject the null hypothesis for alternate one due to strong evidences. Therefore we say that there exists significant difference between expenditure patterns of people belonging to the given income groups for the purpose of food

b. Income and expenditure pattern

Group Statistics How much do you spend normally Income Group On Drinks Rs. 25000 - Rs. 50000 Rs. 50000 or Above On Food Rs. 25000 - Rs. 50000 Rs. 50000 or Above N 83 98 83 98 Mean 1.95 1.65 2.25 2.09 Std. Deviation .561 .576 .641 .456 Std. Error Mean .062 .058 .070 .046

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Independent Samples Test Levene's Test for Equality of Variances How much do you spend normally Equal variances assumed On Drinks Equal variances not assumed Equal variances assumed On Food Equal variances not assumed 25 0

t-test for Equality of Means 95% C.I. of the Diff.

Sig.

df

Sig. (2tailed) 0.001

Mean Difference 0.299

Std. Error Difference 0.085

Lower

Upper

11.445

0.001

3.518

179

0.131

0.466

3.526

175.53

0.001

0.299

0.085

0.132

0.466

1.97

179

0.05

0.161

0.082

0.323

1.917

144.88

0.057

0.161

0.084

-0.005

0.327

Step1: Formation of hypothesis H0: There is no significant difference between expenditure patterns of people belonging to two specified income groups H1: There is significant difference between expenditure patterns of people belonging to two specified income groups Group 2: Rs. 25000 to Rs. 50000

Group 3: Rs. 50000 or above Step2: Level of significance = 5% Step 3: Computing test statistics
Customer lifestyle towards Restobars 34

p-value

On Drinks On Food 0.001 0

Conclusion: As we can see, in both the cases p-value is less than .05, we conclude that we reject the null hypothesis for alternate one due to strong evidences. Therefore we say that there exists significant difference between expenditure patterns of people belonging to the given income groups for the purpose of both food and drinks Interpretation: From the above two T-tests, we derived that while there was a difference in expenditure for food in both the cases, but expenditure pattern for drinks was not significantly different initially, when the groups were 1 and 2, but there was significant difference when the groups considered were 2 and 3.

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c. Occupation and expenditure pattern

Group Statistics How much do you spend normally On Drinks Occupation Professional Student On Food Professional Student N 109 196 109 196 Mean 1.64 1.63 1.96 2.11 Std. Deviation .646 .581 .623 .567 Std. Error Mean .062 .041 .060 .041

Independent Samples Test Levene's Test for Equality of Variances How much do you spend normally Equal variances assumed On Drinks Equal variances not assumed Equal variances assumed On Food Equal variances not assumed

t-test for Equality of Means 95% C.I. of the Diff.

Sig.

df

Sig. (2tailed) 0.839

Mean Difference 0.015

Std. Error Difference 0.072

Lower

Upper

2.334

0.128

0.203

303

-0.128

0.157

0.197

204.17

0.844

0.015

0.074

-0.132

0.162

0.082

0.775

-2.049

303

0.041

-0.144

0.07

-0.282

-0.006

-1.995

206.4

0.047

-0.144

0.072

-0.286

-0.002

Step1: Formation of hypothesis H0: There is no significant difference between expenditure patterns of people who are professionals and students H1: There is significant difference between expenditure patterns of people who are professionals and students
Customer lifestyle towards Restobars 36

Step2: Level of significance = 5% Step 3: Computing test statistics On Drinks On Food p-value 0.128 0.775

Conclusion: As we can see, for both the cases p-value is greater than .05, we conclude that there are not enough evidences to reject the null hypothesis in favor of alternate one. Therefore we say that there is no significant difference between expenditure patterns of professionals and students towards restobars.

d. Gender and expenditure pattern

Group Statistics How much do you spend normally On Drinks Gender Male Female On Food Male Female N 182 152 182 152 Mean 1.78 1.45 2.03 2.13 Std. Deviation .645 .550 .634 .523 Std. Error Mean .048 .045 .047 .042

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Independent Samples Test Levene's Test for Equality of Variances How much do you spend normally Equal variances assumed On Drinks Equal variances not assumed Equal variances assumed On Food Equal variances not assumed 1.155 0.283

t-test for Equality of Means 95% C.I. of the Diff.

Sig.

df

Sig. (2tailed) 0

Mean Difference 0.326

Std. Error Difference 0.066

Lower

Upper

0.138

0.711

4.921

332

0.196

0.457

4.991

331.84

0.326

0.065

0.198

0.455

-1.615

332

0.107

-0.104

0.064

-0.231

0.023

-1.643

331.96

0.101

-0.104

0.063

-0.229

0.021

Step1: Formation of hypothesis H0: There is no significant difference between expenditure patterns of males and females H1: There is significant difference between expenditure patterns of males and females Step2: Level of significance = 5% Step 3: Computing test statistics On Drinks On Food p-value 0.711 0.283

Conclusion: As we can see, for both the cases p-value is greater than .05, we conclude that there are not enough evidences to reject the null hypothesis in favor of alternate one. Therefore we say that there is no significant difference between expenditure patterns of males and females for restobars.
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e. Age and expenditure pattern

Group Statistics How much do you spend normally On Drinks Age group of respondents 18-24 25-34 On Food 18-24 25-34 N 255 70 255 70 Mean 1.60 1.73 2.09 2.03 Std. Deviation .572 .741 .571 .613 Std. Error Mean .036 .089 .036 .073

Independent Samples Test Levene's Test for Equality of Variances How much do you spend normally Equal variances assumed On Drinks Equal variances not assumed Equal variances assumed On Food Equal variances not assumed 0.003 0.956

t-test for Equality of Means 95% C.I. of the Diff.

Sig.

df

Sig. (2tailed) 0.132

Mean Difference -0.125

Std. Error Difference 0.083

Lower

Upper

11.735

0.001

-1.51

323

-0.287

0.038

-1.306

92.741

0.195

-0.125

0.095

-0.314

0.065

0.787

323

0.432

0.062

0.078

-0.092

0.216

0.756

104.21

0.452

0.062

0.082

-0.1

0.223

Step1: Formation of hypothesis H0: There is no significant difference between expenditure patterns of people belonging to two given age groups H1: There is significant difference between expenditure patterns of people belonging to two given age groups

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Group1:18-24 Group 2: 25-34 Step2: Level of significance = 5% Step 3: Computing test statistics On Drinks On Food p-value 0.001 0.956

Conclusion: As in the case of on drnks, p-value is close to 0, we conclude that we reject the null hypothesis for alternate one due to strong evidences. Therefore we say that there exists significant difference between expenditure patterns of people belonging to the given age groups for the purpose of drinks Whereas in case of on food, p-value is greater than .05, we conclude that there are not enough evidences to reject the null hypothesis in favor of alternate one. Therefore we say that there is no significant difference between expenditure patterns of people belonging to the given age groups for the purpose of food.

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LIMITATIONS
There were various limitations related to this study which might have resulted in a wrong conclusion or a suggestion. The limitations are : Nature of the business and sustomer Sometimes it was a problem to take responses from restobars as people sometimes does not react rationally. InformationThe information which has been collected from the respondents may not be a good representative of the whole population and therefore it might have led to a wrong conclusion. Limited ResourcesSince the resources were limited due to time and cost constraint , a proper study could not be conducted and therefore the result might be that the respondents might be biased towards a particular resto bar. BiasnessThe respondent may be biased towards a particular question or response and therefore the purpose of study is not fulfilled.

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CONCLUSIONS
By conducting the market research on customers lifestyle towards Restaurant cum bars, it can be concluded that majority of the people tend to visit resto bars to party, with discotheques following it. Also, the one visited the most is Hardrock caf

By studying the various factors affecting the buying behavior of customers, it is concluded that if we take age group into consideration, the maximum visitors lie in the age group of 18-24 yrs followed further by 25-34 yrs, i.e. the students and professionals.

It is concluded that if Income level is considered as a factor , then either the people having no income or the ones having monthly income above Rs. 50,000 are the ones who visit the most.

The concept of happy hours can help the business increase their profits at the time when people mostly dont visit the Restobars,

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APPENDICIES
Questionnaire

We are conducting a survey on restobars the survey focuses on the current lifestyle of people about how often the visit a popular restaurant or Bar, and what are the attributes they like about their favorite bar. We would be grateful if you could spare a few minutes for participating in it. Thank you for your cooperation. This survey will help us to understand the the expectations of a common man from restaurants, the survey is conducted by the students of Amity Business School.

1. Do you party? *This question is required Yes No

2. Where do you party most? *This question is required Discotheques else 3. How often do you party in a Resto bar? *This question is required Once in a week Daily Monthly Occaionaly Restobars Hotels Own place Hotels Somewhere

4. What locations do you usually prefer? *This question is required Set preferred boundation 5. When do you usually visit? *This question is required Weekends Weekdays Both Convenience Branded Common place No

6. What time of the day do you usually visit? *This question is required Morning Noon Evening Night

7. How do you get to know about different Resto Bars? *This question is required Newspaper Friends Internet Advertisements Others

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8. You would visit a Resto bar for: *This question is required Friends get together parties Others Business party Family affairs Seasonal/festive

9. With whom do you prefer to visit? *This question is required Friends Family Alone

10. Below is a listing of various Resto bars. Please check the one you visit most. *This question is required Hard-rock Smokehouse Grill Mocha Arthouse Underdoggs Caf 1 Boulevard Boom box

11. Regarding your selection of a Resto bar, please rank each of the following attribute: *This question is required Most Important Ambience Service quality Convenient location Consistent quality Variety of menu items Price of the items Friendly employees Crowd Cleanliness Less waiting time
Customer lifestyle towards Restobars 44

Important

Neutral

Not So Important

Least Important

12. Regarding your selection of a Resto bar, please give marks to each attribute (sum total should be 100), higher the score of an attribute, moe important it is.. *This question is required Ambience Convenient location Variety of menu items Friendly employees Cleanliness Service quality Consistent quality Price of the items Crowd Less waiting time

13. How much do you normally spend when you visit a Resto bar? *This question is required Below 500 On Drinks On Food 5001000 Above 1000

14. If provided the choice for selecting the courses, how much do you think is a reasonable price? Buffet 150-400 (Economy Class) Drink+Buffet 250-500 (Economy Class) 500-700 (Business Class) 400-600 (Business Class)

15. Rank the combinations from 1 to 4: *This question is required Drinks Drinks+Meals Snacks+Drinks Snacks+Meals ___ ___ ___ ___

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16. On a scale of 1 to 5, rate your satisfaction from the Resto bar you visit most. 5 being very satisfied and 1 being highly dissatisfied. *This question is required Very Satisfied Satisfied Neutral Dissatisfied Very Dissatisfied

17. Do you prefer changing your Resto bar frequently? *This question is required Yes No

18. Which age group do you belong to? *This question is required under 18 18-24 25-34 35-54 55+

19. What of the following best describes your occupation? *This question is required Professional (specify) 20. Into which category does your average monthly household income fall before taxes? No income Less than Rs. 10000 Rs. 10000 to Rs. 25000 Homemaker Student Self-employed Others

Rs. 25000 to Rs. 50000

Rs. 50000 or above

21. What is your gender? *This question is required Male Female Phone Number: ______________________

Name: _____________________

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