Importance of Marketing Research in Delhi Orchid Restaurant

The provided content discusses the effects of situational and personal characteristics on consumer complaint behavior in restaurant services. It highlights the importance of market research in understanding consumer preferences, needs, and behaviors to improve customer satisfaction and loyalty.

Role Of Market Research In Expanding The
Catering Business: A study on Delhi Orchid
Restaurant, London

ACKNOWLEDGMENT
I am thankful to all those individuals who have supported me by providing motivation
along with proper guidance in completion the dissertation with an appropriate manner. Firstly, I
owe my thanks to tutor who provided me a significant opportunity to undertake this dissertation
on an interesting topic. Furthermore, I am also grateful to my team members, participants along
with family who provided appropriate support in all possible accords in completion of
dissertation and generation of reliable outcomes.

ABSTRACT
There has been significant changes identified in growth and development of catering
business. Due to increase in competition among catering firms, role of market research has
significantly increased for attainment of greater returns as per the current market trends. In order
to analysis importance of market research within catering business, the present study is
scheduled To assess the role of market research in expanding the catering business: A study on
Delhi Orchid Restaurant. By considering the outcomes and findings of present assessment, the
management of Delhi Orchid Restaurant is able to apply distinct tools of market research as per
the distinct business requirement. This investigation also increases understanding of different
elements of market research. Therefore, different objectives are developed that include
assessment of importance of market investigation, identification of factors which are considered
by catering firm in business expansion process and role of market research in growth and
development of Delhi Orchid Restaurant.
As per the objectives of investigation, this research has selected an appropriate research
methodology that has direct impact on outcomes of invesitigation. As per the qualitative nature
of study, different tactics such as qualitative method, descriptive research design, interpretivism
philosophy and deductive research approach have been selected by investigator. Researcher has
applied both primary and secondary sources for collection of wide range of data. A sample of 10
managers who are working in Delhi Orchid Restaurant has been taken by using non-probabilistic
sampling. Thematic analysis is carried out to examine views of manager in the context of market
research. As per the finding of primary and secondary assessment, it has found that market
research facilitates wide range of data associated with consumer needs, number of rivals, current
trends in food production, creative services, culture and traditions along with effectiveness of
different marketing tools through which management is able to develop appropriate business
strategies as per the distinct needs of catering business. Use of social media and blogs along with
business dynamic statistics have been suggested by researcher as appropriate tools for market
research.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................6
1.1 Background of the study........................................................................................................6
1.2 Rationale for the study...........................................................................................................7
1.3 Research aim..........................................................................................................................9
1.4 Research objectives................................................................................................................9
1.5 Research questions.................................................................................................................9
1.6 Chapter structure..................................................................................................................10
CHAPTER 2: LITERATURE REVIEW ......................................................................................12
2.1 Introduction..........................................................................................................................12
2.2 Definitions...........................................................................................................................12
2.3 Importance of market research in catering business expansion ..........................................13
2.4 Important factors considered by company while expanding and marketing its catering
business......................................................................................................................................15
2.5 Identifying the impact of market research on growth and development of catering business
...................................................................................................................................................18
2.6 Conclusion...........................................................................................................................20
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................1
3.1 Research type.........................................................................................................................1
3.2 Research design ....................................................................................................................2
3.3 Research philosophy..............................................................................................................2
3.4 Research approach.................................................................................................................3
3.5 Data collection.......................................................................................................................3
3.6 Sampling technique................................................................................................................4
3.7 Data analysis..........................................................................................................................4
3.8 Validity and reliability of data...............................................................................................4
3.9 Ethical consideration..............................................................................................................5
3.10 Limitation of research ........................................................................................................5
CHAPTER 4: DATA ANALYSIS AND FINDINGS ....................................................................6
4.1 Introduction............................................................................................................................6
4.2 Results and analysis...............................................................................................................6
4.3 Conclusion...........................................................................................................................16

CHAPTER 5: CONCLUSIONS AND RECOMMENDATION...................................................17
5.1 Conclusion...........................................................................................................................17
5.2 Recommendation.................................................................................................................18
REFERENCE ................................................................................................................................20
APPENDIX....................................................................................................................................24

CHAPTER 1: INTRODUCTION
1.1 Background of the study
Hospitality industry has gained tremendous growth due to change and interest as well as
lifestyle of consumers. In addition to that globalization has led positive impact on overseas
business expansion to manage market competition. In this context, catering businesses have also
maintained significant growth as per the positive trends of hospitality business (Brace, 2008).
The catering is termed as business in which an organization or an individual vendor provides
different kinds of food products and food related services on different sites such as hotels,
restaurants, houses, etc. The importance of catering has been grown significantly due to increase
public and business occasions or events including business meetings, conferences, exhibitions,
special events, weddings, and other social occasions. In addition to food services, several
caterers also provide other services like decoration, music and other activities of events. This
element has influenced occurrence of various small, medium and big catering organization
(Witell, Kristensson, Gustafsson and Löfgren, 2011). The emergence of new companies and
catering or event firms is played significant role to increase competition level among different
organization. This market situation is considered as most important element that influences firm
to expand business in new market.
In this regard, the present research is carried out to assess the role of market research in
expanding the catering business by focusing different business operations and strategies of Delhi
Orchid Restaurant, Richmond, and London. As per the outcomes of present investigation,
researcher is able to assess role and application of different market research tactics for catering
business as per the long term and shot term business goals (Gustafsson, Herrmann and Huber,
2013). It also assists management of a catering organization to assess competitive edge over
other companies. This investigation also examines different factors of business expansion
process through which business entity is able generate appropriate returns by expanding business
in new markets and fields. By considering several elements of market research, catering
organization can generate appropriate returns through increased growth rate.
Background of company
For completion of several tasks of investigation, Delhi Orchid Restaurant, Richmond,
London has been taken as an organization by researcher. It is one of the most popular Indian
restaurant in Richmond, London associated with catering business and offering wide range of
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Indian food services, clearing and other supportive services. It is a new venture of to Richmaond
that serves wide range of authentic Indian cuisine with modern twist. This restaurant is paying
major attention on the North Indian food (Delhi Orchid, 2015). For managing taste and quality of
food, Delhi Orchid has some senior chefs who have experience of several years in Indian cuisine
and other food products. Restaurant is having some signatures dishes that provide it competitive
edge over other companies or Indian restaurants such as Orchid Murg Masala, Orchid Mix Non-
veg Platter etc. All these Indian foods have managed distinct image of organization in catering
business.
Delhi Orchid is located at Patersham Road in Richmond near the River Thames. This
restaurant is fully licensed, air-conditioned with efficient workers and having capacity to handle
events within restaurant up to 50 people. It provides a variety of catering services for various
events. Apart from that growth hospitality sector and increase in demand of catering services
have been played important role in emergence of various other organizations associated with
foodservice. This thing has increased competition among companies and other food chains
(Delhi Orchid, 2015). Therefore, Delhi Orchid has paid extra attention on Quality and taste of
Indian food. In order to reduce the impact of growing competition, business entity is tried to
expand business new emerging markets with new products and services (Patino, Pitta and
Quinones, 2012). In this context, the present investigation is tried to assess role of market
research that is considered as a most important segment of business expansion.
1.2 Rationale for the study
 What is the research issue?
The research has carried out for examining the role of market research in expanding the
catering business with reference to management practices of Delhi Orchid Restaurant. The
present research is tired to assess different elements of market research that assist organization in
business expansion in order to handle market competition. This research has paid extra attention
for application of different tactics of market assessment through which organization associated
with catering business is able take appropriate strategic business decision related to business
expansion.
 Why is it an issue?
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There has been significant changes identified in lifestyle and interest of people in past
few decades. It has greatly influenced requirement of hospitality services along with role of
catering business in facilitation of food related to other services (Aaker, Kumar and Day, 2008).
In this regard, the present investigation is mainly focused on Indian Cuisine and Indian restaurant
Therefore, market research is considered as a great tool to assess needs of consumers and several
figures associated with present market conditions. It also influences success of catering
organization along with expansion decisions of management. Therefore, the present investigation
is going to analysis importance market research in the process of expansion of catering business.
 Why is it an issue now?
It includes major issue that has been assessed by evaluating the current business practices
of Delhi Orchid Restaurant. On the basis of this, present research has identified that the Delhi
Orchid Restaurant is facing tough competition with various new emerging organizations in
cratering business. In order to handle market competition, business entity wants to expand
business in new emerging markets to grow revenue and profit of company. In this process,
organization tires to assess wide range of information such as interest of consumers, number of
competitors, demand of food services, etc. by conducting detail market research (Teece, 2010).
Therefore, the present provides significant information about importance of market assessment to
get success in expansion decisions of catering firm.
 What could this research shed light on?
The research has examined different aspects of market research through which
management of Delhi Orchid Restaurant is able to apply different concepts of market research to
take strategic decisions for business expansion with an appropriate manner. This investigation
also provides understanding several factors which are required to consider to expand catering
business of Delhi Orchid in new market. This investigation has highlighted the role of market
research in growth and development of catering business such as increase profit, revenue,
satisfaction of consumers, increase in market share etc.
1.3 Research aim
The primary motive of investigation is “To assess the role of market research in
expanding the catering business: A study on Delhi Orchid Restaurant” that assists researcher
in scheduling of various activities and objectives of research.
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1.4 Research objectives
The success of research is mainly influenced by objectives of investigation. The aim of
current research is to assess the role of market research in expanding the catering business: A
study on Delhi Orchid Restaurant. With reference to aim of research, some objectives have been
developed that assists researcher for carrying out the research work in an efficient manner. In this
regard, the objectives of present investigation are explained below:
 To evaluate importance of market research in catering business expansion.
 To determine factors considered by company while expanding and marketing its catering
business.
 To identify the impact of market research on growth and development of catering
business.
 To recommend effective ways through which Delhi Orchid Restaurant can carry out
market research for its business expansion.
1.5 Research questions
For attainment of goals of investigation, researcher has to provide some valid solutions
and outcomes by considering the certain research problems with an appropriate manner.
Therefore, it is essential for researcher in order to develop appropriate research questions that
provide assistance to investigator in handling of various tasks and activities (Hair Jr and et.al.,
2015). The present research tries to examine importance of market research to expand catering
business. As per the objectives, research questions are mentioned below:
1. How does market research play important role in expansion of catering business?
2. What are the factors considered by Delhi Orchid Restaurant while expanding and
marketing its catering business?
3. How does market research influence growth and development of catering business?
1.6 Chapter structure
For managing of various tasks of research in an appropriate manner, researcher is
required to consider several stages to fulfill all the aspects of investigation. With the help of a
systematic structure, an investigator is able to assess appropriate research outcomes as per the
aim and objectives. Therefore, the report for presenting research work is segmented into various
parts as described below:
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Chapter 1: Introduction
The section is termed as a most important aspect of research in which researcher
determines an overview and basic idea of research by explaining the background of investigation
along with organization's background. This section provides information about research
problems. In the context of present study, this section explains basis ideas about role of market
research in expansion of decision in catering business. The section of introduction enables
researchers to assess the rationale behind conducting a systematic investigation by focusing the
goals of investigation. It is one of the most important sections of study in which researcher
presents different elements and factors of investigation which are related to employee motivation
to influence the productivity of organization.
Chapter 2: Literature review and conceptual frame work
It is the second part of investigation in which researcher is carried out theoretical analysis
by considering the views of different researcher and analyzing the findings of past investigations.
The section is paying major attention on evaluating of various approaches and theories as the
objectives of investigation. The literature review is played most important role in particular
research work by providing the in-depth understanding of different elements that determine the
importance of market research in expansion of catering business.
Chapter 3: Research design and methodology
The next section of research work is research design and methodology. This chapter has
been addressed as a most important section of every research in which investigator examines
various research techniques and approaches which are appropriate in context of present
investigation. After analyzing pros and cons of different tools, research methodology considers
the most appropriate and reliable tools to help researcher to generate appropriate research
outcomes.
Chapter 4: Results, analysis and discussion
The fourth section of study is data analysis in which researcher applies several tools of
data analysis and evaluate a variety of data that has been assessed from primary and secondary
sources with reference to research topic. This is the reason that research work is greatly
influenced and affected by analysis and collection of data with an significant manner. It is
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essential for researcher to conduct a systematic evaluation and analysis of data through which
research can generate valid and reliable outcomes.
Chapter 5: Conclusion and Recommendations
Conclusion and recommendations are presented in last chapter of report. This chapter
provides an appropriate summary of different outcomes and findings that have been acquired by
conducting the detail analysis of information as well as evaluation of various facts and figures.
Moreover, this part also pays extra attention for providing different recommendations in order to
resolve different issues and business problems by considering the goals of investigation. With the
help of this portion, readers are able to understand outcomes of investigation without conducting
in-depth analysis of all segments of report and study.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review is considered as a most vital part of research through researcher is able
to generate appropriate research by analyzing wide range of data such as views of different
authors and findings of past studies. This section provides in-depth knowledge and information
associated with aim and goals of research by conducting detail theoretical investigation. It is also
termed secondary evaluation in which researcher examines wide range of information that has
been gained from different sources such as books, journals, online blogs and past studies (Collis
and Hussey, 2013). The present investigation is tired to assess different aspects of market
research through which a catering organization like Delhi Orchid Restaurant is able to collect
wide range of data about consumers, competitors, suppliers, events, new emerging markets etc.
This approach provides significant benefits in order to promote business by providing wide range
of Indian foods. Through which management can develop various strategies and expansion plans
to expand business in new markets. It also discloses the significant of market assessment.
2.2 Definitions
According to Taylor (2008) “Market research is defined as a technique through which
organization gathers wide range of valuable information associated with different goods, recent
and upcoming trends in particular industry along with assessment of consumer’s demands. This
approach has been found most important tool for starting a new business, expansion of business
etc.”
Foskett and Paskins (2011) have defined the market research as an effective process
which is used to collect, analysis and interpret the information associated with particular market,
about a product and services, market competition, market environment etc. as per the aim of
market research. It can be carried out through primary and secondary sources of information.
According to Akrani (2013) “Business expansion is termed as a business strategy in
which an organization tires to obtain growth by increasing stores of company and establishing
business in new market. This approach has been found very effective to increase number of
potential buyers of different goods and services which essential for growth and development of
business.”
Brace (2008) has determined the business expansion as a process to influence a business
or an organization towards the growth by implementing more resources such as employees,
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moving into new areas and selling more products. All the activities have played significant role
to grow business in new market.
2.3 Importance of market research in catering business expansion
As per the study of Gustafsson, Herrmann and Huber (2013) it is stated that the market
research is termed as most important tool of organization success while taking different decisions
related to business expansion. In this context, author has argued that the market research assists
managers of a business entity in collection of variety of valuable information about demand and
supply of particular product and service, consumer behavior, level of competition, etc. On the
basis of these data, management takes wide range of business decision related to expansion of
business in new market, new product development, pricing etc (Witell, Kristensson, Gustafsson
and Löfgren, 2011). This approach has been found very effective in order to improve quality of
business decisions. Business decisions based on outcomes of market research ensure managers
about the success of business entity. In the context of present investigation, information related
to present market trends, level of competition etc. in catering business helps management for
taking of appropriate business decisions to expand business for assessment of more opportunities
to grow revenue and profit of business.
Patino, Pitta and Quinones (2012) have evaluated that the concept of market research has
been found useful in order to carry out systematic on consumer’s behavior. This investigation
has been considered as great tool to assess various demographic factors of targeted consumers
and citizen for attainment of various business goals and objectives. In this process, organization
has tried to assess wide range of data related to age, income, likes and dislikes of consumers. In
this context, Aaker, Kumar and Day (2008) have argued that by conducting detail investigation
of consumer’s behavior, business is able to assess various external and internal traits such as
social lifestyle, interests, friends, attitude, education level, traditions that influence decision of an
individual regarding selection of different products and services. Author further explained that
this approach has been found very effective in assessment of perception of consumers about
products of particular organization (Hair Jr and et.al., 2015). Therefore, it can be stated that
management of catering applies different data associated with consumer’s behavior in
developing of different food products and offering of different services in new emerging markets
to attain goals of business expansion.
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As per the views of Nunan and Di Domenico (2013) it has been addressed that market
research helps an organization associated with hospitality industry in selection of different kinds
promotional tactics. In this process, management is able to analysis wide range of marketing and
promotional strategies as per the current market trends and selects the best suitable tactic in order
to increase the sales of company by learning effectiveness of different marketing tools as per the
natures of business (Brotherton, 2012). In the field of restaurant business, proper investigation of
different marketing tools is carried out by conducting a systematic in which cost and
effectiveness of a variety of promotional tools is examined. This approach has direct impact on
the sales and performance of business entity. On the other hand, Yoo, Lee and Bai, (2011)
argued that market research also assists management in development an appropriate system for
handling of after sales services as per the feedback of consumers and tactics of other companies.
They and their study has found that management of a business entity is able to prepare
appropriate budgets for advertisement and sales promotion through which a proper balance is
being managed among different marketing tools.
As per the study of Dev, Buschman and Bowen (2010) it has found that market research
supplies wide range of information as per the distinct requirement of business. By analyzing the
present market trends as per the past data, management predicts the present as well as future
demand and supply position that helps organization in formulation of various strategies through
business will gain appropriate benefits from new market opportunities. They and their study have
determined that market research has been found as a great tool to assess the level of competition
along with the present position of a business entity as per the position of other competitors (Ha
and Jang, 2010). On the basis of this information, assessment of new market opportunities is
carried with an efficient manner. Wilson (2011) evaluated that consideration of current market
trends along with new market opportunities and threat provides a road map to business entity for
taking of various strategic decision as per the present market position along with future goals of
business entity.
According to Varadarajan (2010) market research offers distinct kinds of data associated
with different elements of business and present business environment for handling of various
business operations. This information provides assistance to management for developing of
appropriate strategies for wide range of business decisions for improving efficiency and
performance of business entity. Author further argued that consideration wide range of data in
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strategic planning process helps managers to minimize the risk of planning process along with
failure of business plan (Barber, Goodman and Goh, 2011). This approach reduces unwanted risk
during the strategic decisions of company such as selection of new tools of promotion,
establishment of partnership with other companies and expansion of business new market etc. In
the context, the study of Yoo and Bai (2013) has found that reduction in level in different
management decisions is the most important element of business management process that
assists administration for reducing the chances of financial loss that could be occurred due to
high risky decisions which are not appropriate for the business. Apart form that it has been
analyzed that a systematic market research increases effectiveness of business decision
(Harrington, Ottenbacher and Kendall, 2011). This is because management develops wide range
of operational plans and business strategies as per the long term and short term corporate
objectives. In this regard, consideration of present market conditions and business environment
minimize the risk element and generate great returns. Kim (2010) has examined that Market
managers have to make a number of decisions about market segmentation, target market
selection, potential opportunities, planning and implementation of marketing programs and
monitoring the performance and controlling the marketing activities as per the requirement of
restaurant business. It helps in removing some uncertainties by providing relevant information
about the environment factors, marketing factors and consumers (What's included in market
research, 2015). However, The absence of a market research methodology adversely affects the
performance of the business and hinders its growth.
2.4 Important factors considered by company while expanding and marketing its catering
business
For attainment of business objectives, every business entity has to expand business in
new markets. In this process different kinds of marketing strategies have played important role in
promotion of catering business. In this context, the study of Hyun and Kim (2011) has found the
assessment of present business position and financial strength of business entity. On the basis of
this assessment, management is able to evaluate the present capabilities of an organization
associated with catering business for expansion of business in new market place along with new
products. However, improper assessment of present business capabilities develops several issues
in the front of management such as lack of finance and human resources (Kim and Chen, 2010).
In the process of overseas expansion, business entity faces several issue such as improper link up
15

of different cultural element in different food products and service rendering process. In this
context, a systematic market research helps management for resolving of several issues in the
process of expansion of catering business.
The research of Suh and West, (2010) has determined that business expansion is
combination many types of business strategies for attainment of several short term and long term
corporate strategies. Therefore, development of an appropriate along with development of
various supportive strategies is termed as most crucial task for manager. On the other hand, if
management is failed to develop reliable business plan and selection of feasible business
strategies in the catering and hospitality business then organization requires to face significant
losses in terms sales fall, negative marketing company etc (Chon, Barrows and Bosselman,
2013). However, Taylor (2015) has found the risk assessment process is most important segment
of strategic planning for business expansion in new marketplace as per the change in
environment of different kinds of businesses. Furthermore, consideration of requirement of new
opportunities to attract consumers is identified as a most important factor in the organization's
decisions related to application of changes in business operations with reference to present
market situations (Collis and Hussey, 2013).
Taylor (2008) described that expansion of catering business in new market place of
domestic country and new overseas market is taken place by conducting joint ventures,
establishing partnership, franchising to other investors etc. In this context, an organization
acquires the data associated with the financial and market position of other companies or
proposed partner. Author further argued that detail analysis of market share of partner
organization, perception of local citizen of particular market about the company, level of market
competition etc (Foskett and Paskins, 2011). All these factor are considered as most important
factors in determination of terms and conditions of joint ventures and other contract.
As per the findings of Akrani (2013) in the context of hospitality industry, it has been
addressed that every organization based on hospitality business has to apply the approach of
continuous improvement in which management makes efforts to improve different elements of
business such food quality, service rendering process, marketing procedures, business expansion,
etc (Brace, 2008). In the process, the market research provides detail information about latest
business practices of other firm that has played important role to sustain adverse and highly
competitive market conditions with the help of unique food products and creative that have direct
16

impact performance of overall business and market position of business entity. Furthermore, the
investigation of Gustafsson, Herrmann and Huber (2013) has found that detail assessment of
social and cultural trends provides assistance to management of catering organization in order to
predict expected returns and profitability of investment as per the expected sales from particular
joint venture. Apart from that business entity conducts detail market research to assess potential
business partner for developing of joint ventures contracts through an organization associated
with catering business is able to expand business in new markets which is essential to reduce
market related fluctuation in particular markets (Witell, Kristensson, Gustafsson and Löfgren,
2011).
The study of Patino, Pitta and Quinones (2012) has addressed that the success of an
organization during the expansion of catering business is mainly influenced by an appropriate
marketing strategies. This process includes several business strategies related to selection of
different market tools such as print media, online or social media, online websites, marketing
campaign and other creative tools as per the perception of target consumers. Author further
evaluated that detail assessment of interest of consumers, social class, education level, customs
and traditions, economic factors, number of target consumers has direct impact on management
decision regarding selection of different products and services (Aaker, Kumar and Day, 2008).
Therefore, it can be stated the success of marketing strategies is direct related with proper
assessment of different domestic elements of particular market place through management is able
to create unique image and increase awareness of among consumers about distinct offers and
food products. However, Hair Jr and et.al. (2015) explained that improper selection of different
marketing leads significant issues in business expansion process such as high advertisement
costing, reduction in effectiveness of market plan, etc. On the basis of this assessment, it has
addressed that a systematic research by applying different tools and tactics as per the
contemporary business practices assists managers for acquisition of wide range of data as well as
evaluation market trends as per the present business norms and marketing procedures.
The research of Nunan and Di Domenico (2013) has addressed that market research plays
crucial and most important role in the collection, recording and analysis of wide range of
information related to present market conditions, view of consumers, behavior of target
consumes etc. through which management develops wide range of appropriate strategies for
business expansion which is perfectly linked with current market trends such as change in
17

interest of consumers, level competition and future plans of company (Brotherton, 2012). Yoo,
Lee and Bai, (2011) described that market research is acting as supportive strategy for
assessment of the effectiveness of different market tactics as per the market related data that have
been gained by conducting systematic study of different factors of new potential market. This
market research increases understanding of taste and preference of consumers in new markets in
terms of food products that has direct impact on catering business (Dev, Buschman and Bowen,
2010). This is because management selects different food dishes and cuisines for their restaurants
as per the interest of target consumers. As per the research of Ha and Jang (2010) it has
examined that a firm associated with hospitality gains wide range of data and information related
to different aspects of target market that assists managers in application of different business
strategies as per the market conditions of target market so as organization generates best returns
from their investment.
2.5 Identifying the impact of market research on growth and development of catering business
The investigation of Wilson (2011) found that market research is carried out in different
department of catering business for different objectives that has direct impact on growth and
development of a business associated with hospitality or catering. In this context, Varadarajan
(2010) evaluated that the growth of business is greatly influenced by its ability for developing of
new products and services. In the context of restaurant business, it is seem as application of
creativity in different food products, cuisines and service delivery process. Therefore, market
research provides information about change in food habits and interest of consumers along with
changes identified in hospitality industry (Barber, Goodman and Goh, 2011). This information
assists manager for taking of various strategic decisions associated with new product
development and advancement in existing range of food cuisines by applying creativity and
uniqueness as per the current market trends. It has direct impact on satisfaction of consumers. In
this context, Yoo and Bai (2013) has evaluated that consumer's satisfaction is key element of
success of hospitality sector and other related business. In addition to that this factor helps
managers for establishment of long term relationship with consumers that have direct impact on
sales, market share along with business growth of an organization.
As per the views of Harrington, Ottenbacher and Kendall (2011) appropriate business
planning is termed as key element of business success in which management requires wide range
of information such as present market share of company in particular market, growth in number
18

of consumers, perception of target consumers, level of competition, profit margin, business
strategies of other cratering firms and others (Kim, 2010). By considering all these factors,
managers of catering business develop appropriate plans and supportive strategies through which
business entity is able to attain sales targets and generates great returns. The study of Foskett and
Paskins (2011) has addressed that management considers several factors that influence behavior
of consumers such as change in lifestyle and preference of consumers, views of friends and
family members, market tools and number of competitors. In this context, market research has
been considered as a very effective tool for assessment of different factors that influence
behavior target assessment (What's included in market research, 2015). As per the market
research on consumer behavior, the management of catering business formulates appropriate
marketing plans as per the preference of consumes. This approach has been termed a great tool
for selection of most effective marketing strategies and advertisement tools as per the interest of
target consumers that helps organization to attract new consumers along with retention of
existing customers with the help of unique and attractive marketing tools (Hyun and Kim, 2011).
This thing improves market share, sales and overall performance of company.
Kim and Chen (2010) explained that management is facing several issues related in
handling of various task associated with catering business. In this context, author has examined
that managers face issues in assessment of different sources of food material through which
organization is able to meet distinct needs of consumers as per the availability of several
ingredient along with good price. Furthermore, management also addressed some problems in
recruitment of temporary staff (Suh and West, 2010). This is because a catering organization
requires several temporary workers as per the size of event. In addition to that manager also
identifies some logistic related issues that include transportation of different food products and
ingredients from remote locations as per the needs of business clients as per the schedule of
event. In the context, the study of Chon, Barrows and Bosselman (2013) has found that market
research provides assistance in assessment of various potential suppliers of wide range of food
ingredients as per the requirement of clients within good price that has direct impact on service
quality, reputation of organization, costing of services along with satisfaction of consumers. By
establishing relationship with various suppliers in all over the world, top manager enhances
capabilities of business entity by fulfilling distinct needs of consumers with an appropriate
manner along with good price (Suh and West, 2010) Author further evaluated that attainment of
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distinct needs of consumers along with creative services have direct impact on satisfaction level
of consumers. High satisfaction level of consumers enables business entity for establishment of
long term relationship with consumers that has played important role in generation of new
business opportunities for business through which management increases the sales and growth
rate of company (Chon, Barrows and Bosselman, 2013). Market research also provides an
opportunity to catering business in identification of low cost suppliers that reduce cost of
different food products and increase profit margin of business entity.
As per the study of Akrani (2013) it has addressed that a catering business with in
hospitality sector is facing significant competition with various international and domestic
organizations. In this context, pricing of food products along with other service is having direct
effect on decisions of consumers regarding selection of firm. By conducting a systematic market
research, managers establish relationship with various suppliers through business entity is able to
offer catering service in low cost (Gustafsson, Herrmann and Huber, 2013). This element of
market research provides competitive edge over other companies. Author further argued that
handling of competition with several companies is a very crucial task in highly competitive
market therefor wide range range of marketing strategies have been adopted by different
companies as per business objectives (Barber, Goodman and Goh, 2011). In this regard, Market
analysis assists management in evaluation of current marketing trends and their impact on
behavior of consumers along with their purchase decisions. Varadarajan (2010) addressed that by
assessing effectiveness of different kinds of marketing and promotional tools, administration of
catering business applies many types of marketing tactics such as social media, online marketing,
sponsorship of different event etc. that increases awareness of people about food products and
services of organization (Wilson, 2011). The assessment of current marketing tactics provides
assistance in handling of various tasks associated with promotion of different products along
with business entity in the process of business expansion in new market through which
organization is able to increase sales and market share in new markets along with existing market
with the help of creative and attractive marketing tools.
2.6 Conclusion
On the basis of above assessment, it can be concluded that market research has been
identified as a most important tool of strategic planning process within catering business. This
literature review has found that a systematic market research has played important role in
20

evaluation of present market conditions such as number of buyers, suppliers of different
products, latest and innovative marketing strategies etc. All these factors have had direct impact
on business expansion plan along with sales and profitability of business. This investigation has
addressed market research as most important effective tool to assess competitive edge in highly
competitive business conditions in the field of hospitality sector.
21

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is termed as a basic framework of investigation that has direct
impact on the efficiency and effectiveness of research outcomes and findings. In order to
generate a valid and reliable outcomes as per the aim and objectives of investigation, researcher
has to examines distinct philosophies and approaches with reference to nature of the study
(Ireland, Webb and Coombs, 2005). It is basic research framework through which researcher is
able to apply different concepts of research methodology to improve efficiency and reliability
research findings. The present research is carried out to analysis to assess the role of market
research in expanding the catering business by considering business operations of Delhi Orchid
Restaurant. As per the nature of investigation, different tools of research are evaluated below:
3.1 Research type
It is termed as basic criteria that provides assistance to researcher in application of
various tools for investigation by considering the nature of study. An investigation is scheduled
either by using qualitative or quantitative method. The qualitative study is applied to examine
wide range of theoretical information associated with market researcher and their role in catering
business which have been acquired from primary sources (Sobh and Perry, 2006). As per field of
present investigation, qualitative research method has addressed as most effective in which
researcher can assess different ideas, theories, experience, techniques etc. associated with
market research. This approach has been considered as most effective tool for collection of wide
range of information that assists researcher to draw an appropriate conclusion.
On the other hand, Quantitative research method is not feasible as per the motive of
present investigation in which researcher measures various variables and verifying existing
theories or hypotheses or questioning them (Sekaran, 2006). The present research work is
carried out to analysis various elements of market research and its importance in business
decision making or expansion of catering business that reflects the qualitative nature of
investigation. In addition to that researcher has maintained whole research as per the standard of
qualitative method of research to generate appropriate outcomes. In the context of quantitative
research, investigator has used the data for generation of new hypotheses based on different
variables which is suitable for present investigation.

3.2 Research design
In the context of present investigation, researcher has tried to assess role of market
research in business expansion. In this regard, descriptive research design is appropriate for
present research work. Descriptive research design is more appropriate in evaluation of different
aspects market research in comparison of exploratory research design (Krishnaswamy,
Sivakumar and Mathirajan, 2009). As per the theoretical nature of investigation, The descriptive
research has played important role in collection of primary data. As per the aim and objectives of
present study, This design provides the in-depth understanding importance of market research in
catering business. In this design, researcher has faced some issues associated with the
confidentiality of information that hampers the efficiency outcomes of investigation. In addition
to that, Mistakes in collection of wide range data lead adverse impact on research outcomes
(Grafton, Lillis and Mahama, 2011). Apart from that, exploratory research design assists
investigator when researcher is tired to increase understanding of subject matter with the help of
different approaches of concept testing along with tools to analysis statistical data. Therefore, it
has addressed that the exploratory research design is not feasible in evaluation of qualitative data
based on expansion of catering business.
3.3 Research philosophy
Research philosophy is defined as basic idea through which whole investigation is carried
as per the requirement of study. It includes interpretivism and positivism philosophies. The
present study is tried to assess important market research in collection of wide range range of
information which is required for expansion of catering business. Therefore, researcher has
applied Interpretivism philosophy (Franklin, 2012). This approach has termed as trustworthy
and appropriate as per the nature of present investigation. On the other hand, the subjective
nature of this philosophy is having direct impact over data collection process that can be
influenced by personal view point of researcher. However, positivism philosophy is not
appropriate for present research work because this approach is mainly applied in quantitative
research. In this philosophy, researcher is follow a well-defined structure during whole study by
using certain variables (Corbetta and et.al., 2008). Inflexibility of positivism is limited the
outcomes of study so as this philosophy is not suitable as per the nature of present investigation.
2

3.4 Research approach
As per the nature of investigation, researcher has applied any one approach from
Inductive and deductive. By focusing the scenario of present investigation, deductive research
approach has played vital role for carrying out systematic investigation on certain laws and
principles as per the assumption associated with market research and major business decision
that are required for expansion of business of Delhi Orchid Restaurant in new market. The major
characteristics this approach are simple, powerful, exact and indispensable etc (Research
Approach and Methodology, 2015). On the other hand, some negative elements in terms of
unrealistic assumptions, incorrect verification, static method, etc. create negative on research
outcomes. Apart from that inductive approach has some positive elements which are mainly used
in quantitative nature of study such as assessment of statistics, dynamic and based on historic
data. This approach is having negative factors that influence different outcomes of investigation
negatively such as misinterpretation of data, uncertain conclusion, high costing, difficult to prove
hypothesis etc. Therefore, inductive approach is suitable of present investigation.
3.5 Data collection
An investigator applies several sources for collection of wide range of information. As
per the aim of study, researcher has tired to establish relationship between market assessment
and their impact on management decisions. In this regard, researcher has applied both primary
and secondary sources of information to generate appropriate outcomes (Chapman and McNeill,
2004). In the collection of the primary data, investigator has different tools such as questionnaire,
interviews and observation to assess responses of different individuals. As per the nature of
study, questionnaire is used to collect first hand information through which researcher is able to
assess perception of manager about market research. But, some negative elements such as high
survey cost, improper participation of managers have direct impact on validity of data. On the
other hand, a range of books, journals and online articles have used as sources for collection
secondary data during the literature review (Fowler, 2009). By evaluating the views of different
authors and outcomes of past studies, investigator is able to draw an appropriate with reference
to gaols of investigation. This process contains high costing and has termed as a time consuming
appraoch. This process has helped researcher for examining of various theories of market
3

research as well as factors to determine appropriate findings as per the predetermined targets of
investigation.
3.6 Sampling technique
For selection of an appropriate sample size, any one from Probabilistic and non-
probabilistic sampling approach can be used for collection of primary data. As per the nature of
present study, Non-probabilistic sampling approach has been applied by researcher in order to
pay extra attention on particular group of individual such as managers of Delhi Orchid
Restaurant (Gast and Ledford, 2010). This approach improves effectiveness and reliability of
outcomes of study. But, This approach is also limited the information due to discrimination in
selection of respondents can be taken place. In the contrary, probabilistic sampling has played
important role when researcher wants to carry out random selection of participants from big
population but it is not reliable in present research work. As per the gaols of present study, A
sample size of 10 managers has found appropriate.
3.7 Data analysis
In the present study, researcher has applied thematic analysis to examine the views of
manager about role of market research in business expansion process. This tool has found very
effective for assessment of responses of manager by using graphs, pie chart etc. It increases
understanding of research outcomes with an appropriate manner (Cooper and Schindler, 2011).
It is very time consuming and require data support. On the other hand, application of quantitative
analysis is not beneficial as per the nature of present investigation. This is because it requires
wide range statistical data along with application of spreadsheet and other tools for evaluation of
figures. This approach is not feasible for assessment of human behaviour as per the aim of
present investigation. A small error in statistical evaluation has negative impact on the findings
and outcomes of research.
3.8 Validity and reliability of data
The validity and reliability of data has found most important element of study that has
direct influence on feasibility as well as appropriateness of research outcomes. In the context of
present research work, researcher has applied a range of innovative strategies and data analysis
4

tools for ensuring validity of data (Jonker and Pennink, 2010). Therefore, investigator has used
valid sources of information by focusing the nature of investigation. In addition to that, data
evaluation is being carried out by applying appropriate computer tools and software that have
reduced the chances of errors and ensures safety of information.
3.9 Ethical consideration
The present research is focusing to establish link between different tools of market
research and their role in expansion of catering business. By considering the qualitative nature of
investigation, researcher has assessed views from managers of Delhi Orchid Restaurant.
Investigator has maintained confidentiality of primary data along with personal information of
managers to carry out systematic research as per different ethical norms (Liemplt and Bilger,
2009). Researcher has used appropriate and legal tactics of primary and secondary data along
with researcher has tired to avoid any kind of discrimination in data collection process. In
collection of secondary data, investigator has considered fair resources. By using high-tech tools
and security software, researcher has ensured the safety of data from unethical uses.
3.10 Limitation of research
In the present research work, investigator has identified some limitation and has led
negative impact on outcomes of study that are explained below:
 Confidentiality of data has found one the most serious issue that increases the chances of
misuse of information.
 The researcher has also found delay in data collection process that has created negative
impact on schedule of research (Scruggs and Mastropieri, 2006). Therefore, researcher
has to reschedule of investigation process along with activities for handling of various
tasks with an appropriate manner.
 Investigator has paid extra attention on view of manager that has limited the data
collection process.
5

CHAPTER 4: DATA ANALYSIS AND FINDINGS
4.1 Introduction
It is termed as most important section of report. In this portion, research evaluates wide
range of data that have been gained through primary sources with the help of questionnaire. On
the basis of these findings, researcher is able to draw an appropriate conclusion in the context of
Delhi Orchid Restaurant. Therefore, thematic analysis has found very effective and appropriate
tools in order to evaluate the views of managers about role of market research in catering
business by using different tables and diagrams. Furthermore, a detail discussion is carried out
about outcomes of investigation.
4.2 Results and analysis
Thematic analysis
Theme 1: Age group
Age group Frequency Percentage
20 - 25 years 1 10.00%
26 - 30 years 2 20.00%
31 - 35 years 4 40.00%
Above 35 years 3 30.00%
6
20 - 25 years
26 - 30 years
31 - 35 years
Above 35 years
0
0.5
1
1.5
2
2.5
3
3.5
4
Age group
Column B

Interpretation: The above chart is showing background of managers with reference to age
group of managers. Therefore, it has been addressed that maximum of 4 out of 10 manager are
associated with the age group of 31-35 years. Furthermore, 3 out 10 participants are having age
above 35 years and 2 managers are associated with age group of 26 to 30 years. The age of only
1 managers is come between 20 to 25 years. So, it has found that most of managers who are
working in Delhi Orchid Restaurant are having experience of 5 to 10 years in catering business
as per their ages which indicates that managers have appropriate knowledge and understanding
about different aspects of market research and their importance in catering business.
Theme 2: Market research playing most important role in business decision making
process
Is the market research
playing most important role
in business decision making
process? Frequency Percentage
Yes 7 70.00%
No 3 30.00%
Interpretation: As per the above chart, it has addressed that 70% of managers have accepted
that by conducing a systematic market research, an organization collects wide range of
information about present market trends associated with particular industry. In the context of
7
70%
30%
Is the market research playing most important role in
business decision making process?
Yes
No

catering business, there has been frequent changes identified different external factors such as
change in interest and lifestyle of consumers and occurrence of new food products along with
change in service quality standards. On the other hand, secondary analysis is also showing
similar results. In this context, study of Witell, Kristensson, Gustafsson and Löfgren (2011)
market research assists managers of a business entity in collection of variety of valuable
information about demand and supply of particular product and service, consumer behavior,
level of competition, etc. So, management takes wide range of business decision related to
expansion of business in new market, new product development, pricing etc.
Theme 3: Market assessment is beneficial for Delhi Orchid Restaurant
How market assessment is
beneficial for Delhi Orchid
Restaurant? Frequency Percentage
Evaluation of change in
interest of consumers 2 20.00%
Assessment of current trends
in catering business 4 40.00%
Examination of market
competition level 3 30.00%
Identification of new food
dishes 1 10.00%
8

Interpretation: The above mentioned chart is showing benefits of market assessment for Delhi
Orchid Restaurant. In this context, maximum 4 out of 10 managers have considered assessment
of current market trends and 3 out of 10 participants has selected the option of examination of
market competitive level as most important benefits of market research. Apart from that 2
managers have considered as evaluation of change in interest of target consumers and only 1
respondent has selected identification of new food dishes as a benefit of market evaluation.
These findings are also showing similar results in which Dev, Buschman and Bowen (2010) have
explained that By analyzing the present market trends as per the past data, management predicts
the present as well as future demand and supply position that helps organization in formulation
of various strategies through business will gain appropriate benefits from new market
opportunities.
Theme 4: Market research provides significant assistance to management in expansion of
catering business in new markets
Do you think, market
research provides significant
assistance to management in
expansion of catering
business in new markets? Frequency Percentage
9
Evaluation of change in interest of consumers
Assessment of current trends in catering business
Examination of market competition level
Identification of new food dishes
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
How market assessment is beneficial for Delhi Orchid
Restaurant
Column B

Strongly agree 2 20.00%
Agree 4 40.00%
Neutral 2 20.00%
Disagree 1 10.00%
Strongly Disagree 1 10.00%
Interpretation: By focusing on above pie chart, it has found that out of 10 managers 4 have
agreed that market research plays important role in expansion of catering business in new
markets. Furthermore, out 10 participants 2 have strongly agreed about important role of market
in business expansion. In addition 2 managers have not provided any response and 2 participants
have provided their response against the theme. As per the views of different managers, it can be
interpreted that market research is played most vital role for taking of various decisions related to
business expansion. In this context, assessment of secondary data has found similar outcomes
where the study of Dev, Buschman and Bowen (2010) has examined that a firm associated with
hospitality gains wide range of data and information related to different aspects of target market
that assists managers in application of different business strategies as per the market conditions
of target market so as organization generates best returns from their investment.
10
20%
40%
20%
10%
10%
Do you think, market research provides significant
assistance to management in expansion of catering
business in new markets
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree

Theme 5: Market research helps management of Delhi Orchid Restaurant in expansion of
business in new markets
How does market research
helps management of Delhi
Orchid Restaurant in
expansion of business in new
markets? Frequency Percentage
Assessment of culture and
tradition 4 40.00%
Evaluate food habits of
people in new markets 2 20.00%
Examination of trade
regulation 1 10.00%
Identification of different
marketing tools 3 30.00%
Interpretation: When the managers were asked the question that how does market research help
Delhi Orchid Restaurant in expansion of catering business in new markets then researcher has
found several responses. As per the above chart, maximum 4 out of 10 managers have
considered that market research helps management through detail assessment of culture and
11
Assessment of culture and tradition
Evaluate food habits of people in new markets
Examination of trade regulation
Identification of different marketing tools
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
How does market research helps management of Delhi Orchid
Restaurant in expansion of business in new markets
Column B

tradition people belong from new market. Furthermore, 3 participants have preferred the option
of identification of different marketing tools and the option related to evaluation of food habits of
people is considered by only two respondents. Therefore, it can be stated that the market research
provides wide range of data per the requirement of expansion decision of catering business.
On the other hand, similar outcomes have been addressed through secondary analysis in
which Barber, Goodman and Goh, 2011 evaluated that the growth of business is greatly
influenced by its ability for developing of new products and services as per the culture and
traditions of people of new market by considering the information about change in food habits
and interest of consumers along with changes identified in hospitality industry.
Theme 6: Results of market analysis help managers of catering business for carrying out
systematic marketing planning
Do you think that results of
market analysis help
managers of catering
business for carrying out
systematic marketing
planning? Frequency Percentage
Strongly agree 3 30.00%
Agree 4 40.00%
Neutral 1 10.00%
Disagree 2 20.00%
Strongly Disagree 0 0.00%
12

Interpretation: The above chart indicates the perception of managers about role of market
research in marketing planning of catering business that plays important role in growth and
development of business. In this context, out of 10 manager 3 strongly agreed about the fact that
management of catering firm develops wide range of marketing plans with reference to wide
range of data that have been collected through market research. Out of 10 participants 4 agreed
about the application of market research for generation appropriate marketing plans and 2
managers have not supported the reliability of market analysis in selection of different marketing
tools. In this context, the investigation of Varadarajan (2010) has addressed that by assessing
effectiveness of different kinds of marketing and promotional tools, administration of catering
business applies many types of marketing tactics such as social media, online marketing,
sponsorship of different event etc. in expansion of business.
Theme 7: Market research provide assistance to Delhi Orchid Restaurant in marketing
planing while expanding business in new markets
How does market research
provide assistance to Delhi
Orchid Restaurant in
marketing planing while
expanding business in new
markets? Frequency Percentage
Provides knowledge about 3 30.00%
13
Strongly agree Agree Neutral Disagree Strongly Disagree
0
0.5
1
1.5
2
2.5
3
3.5
4
Do you think that results of market analysis help managers of
catering business for carrying out systematic marketing
planning
Column B

domestic culture
Effectiveness of different
marketing tools 2 20.00%
Perception of target people 3 30.00%
Costing of different
marketing tools 2 20.00%
Interpretation: As per the above chart, it has found that market research supports marketing
planning while expanding business in new markets. In this context, 3 managers have determined
that market research provides understanding of domestic culture of new market and another 3
participants have accepted that perception of target consumers of catering business can be
assessed by a systematic market assessment. Furthermore, Out of 10 manager 2 have explained
that the market research helps management in assessment of costing of different promotional
tools and remaining 2 participants has selected the option of effectiveness of several marketing
tools. Apart from that, finding of primary research are prefectly matched with outcomes of
secondary analysis where different authors have argued that current marketing tactics provides
assistance in handling of various tasks based on promotion of different products through which
catering firm is able to increase sales and market share in new markets along with existing
market with the help of creative and attractive marketing tools.
14
Provides knowledge about domestic culture
Effectiveness of different marketing tools
Perception of target people
Costing of different marketing tools
0 0.5 1 1.5 2 2.5 3
How does market research provide assistance to Delhi
Orchid Restaurant in marketing planing while expanding
business in new markets
Column B

Theme 8: Most important information produced by market research that plays important
role in growth and development of catering business
What is the most important
information produced by
market research that plays
important role in growth and
development of catering
business? Frequency Percentage
Change in food production
tactics 1 10.00%
Satisfaction level of
consumers 3 30.00%
Change in service quality
standards in hospitality sector 4 40.00%
Creative services of other
firms 2 20.00%
Interpretation: With reference to above pie chart, investigator is tired to present the most
important information which is generated by market research as per the views of managers that
influence overall performance and growth of catering business or restaurant organization. In this
regard, maximum 4 out of 10 managers have selected the option of change in service quality
15
10%
30%
40%
20%
What is the most important information produced by market
research that plays important role in growth and
development of catering business
Change in food production
tactics
Satisfaction level of
consumers
Change in service quality
standards in hospitality
sector
Creative services of other
firms

standards, participants have preferred the option of satisfaction level of consumers, 2 participants
have considered the information of related to creative services of other firms and only 1 manager
has preferred the option of change in food production tactics as a most important kinds of data.
In this context, similar trends have addressed from secondary analysis where different authors
have evaluated that appropriate business planning is termed as key element of business success
by assessing wide range of data related to present market share of company in particular market,
growth in number of consumers, perception of target consumers, level of competition, profit
margin, business strategies of other cratering firms and others (Ottenbacher and Kendall, 2011).
4.3 Conclusion
On the basis of above assessment, it can be concluded that market research has provided
significant support to management catering by facilitating wide range of data as per the distinct
business needs through which managers are able to influence growth of firm by expanding
business new markets. This assessment has found that market research helps restaurant firm in
development of efficient marketing plan.
16

CHAPTER 5: CONCLUSIONS AND RECOMMENDATION
5.1 Conclusion
The importance of catering has been grown significantly due to increase public and
business occasions or events including business meetings, conferences, exhibitions, special
events, weddings, and other social occasions. This approach is acting as a motivator of various
new firm to start business operations catering business. Due to increase in market competition,
every organization makes efforts to assess wide range of data associated with change in market
trends by conducting a systematic market research. Therefore, the present investigation is tired to
assess role of market research in expanding the catering business: A study on Delhi Orchid
Restaurant.
As per the purpose of study, researcher has developed various objectives which are
achieved. The first objective was to evaluate importance of market research in catering business
expansion that was achieved with an appropriate manner. In this context, this investigation has
found that market research has provided significant benefits to managers of catering business for
gathering of variety of valuable information associated with demand and supply of particular
product and service, consumer behavior, level of competition, etc. On the basis of these data, it
has addressed that management of Delhi Orchid Restaurant is able to take wide range of business
decision related to expansion of business in new market, new product development and pricing
of food products. As per the argument of different authors, it can be computed that By analyzing
the present market trends in catering business as per the past data, management predicts the
present as well as future demand and supply position that helps organization in formulation of
various strategies. This approach has found very effective business in order to gain appropriate
benefits from new market opportunities by expanding the atering business in new market place
of domestic country and new overseas market with the help of joint ventures, establishing
partnership, franchising to other investors etc. Therefore, it can be stated that results of primary
and secondary analysis have provided similar outcomes.
The second objective of current research was to determine factors considered by
company while expanding and marketing its catering business which are attained. In this process,
researcher has considered the business operations of Delhi Orchid Restaurant. As per the views
of managers, it has addressed that consideration of culture traditions, number of competitors,
17

interest and lifestyle of target consumers along with effectiveness of different marketing tools
have been found as most important which are playing important role in business expansion and
market development. In this process, assessment of taste of consumers provides an opportunity
to satisfy the distinct needs of consumers with an best possible manner in new market. In this
context, evaluation of secondary data has concluded that every organization based on hospitality
business has to apply the approach of continuous improvement in food quality, service rendering
process, marketing procedures, business expansion, etc. Therefore, the market research provides
a basis about latest business practices of other firm as well as in hospitality sector that have
played important role to sustain adverse and highly competitive market conditions with the help
of unique food products and creative that have direct impact performance of overall business and
market position of business entity. So, similarity in views of managers along with view of
different author indicates that researcher has attained the objectives.
The third objective of present investigation was to identify the impact of market research
on growth and development of catering business which was achieved. In this context, primary
analysis have addressed that market research helps management in development of appropriate
marking as per the current marketing trends along with selection of new food products in product
range that have significant effect on sales and growth of business entity. Furthermore,
consideration of current hospitality trends has been termed as a most effective approach to
improve service rendering process. In similar to primary assessment, different authors have
examined that the systematic market research helps management for establishment relationship
with various suppliers through business entity is able to offer catering service in low cost. By
using different marketing tactics such as social media, online marketing, sponsorship of different
event etc., catering firm is able to increases awareness of people about food products and
services of organization that increases sales and market share in new markets.
5.2 Recommendation
As per the findings of investigation, some recommendations are suggested to
management of Delhi Orchid Restaurant through which top manager of catering organization
will apply different tools market research as per the distinct business requirement. The
recommendations which are suggested by researcher discussed below:
18

 In the context of present business environment, social media and internet blogs help
management in completion of various tasks of market research. Therefore, management
of Delhi Orchid Restaurant should consider social media and online blogs in order to
assess perception of consumers (Chapman and McNeill, 2004). These tools will be found
very effective in facilitation of quick response of target individuals. Apart from that this
tool will be termed as a most cost effective approach for carrying out systematic market
research in restaurant business.
 In the process of business expansion, the management of catering business should
consider the tool of Business Dynamic Statistics that would assist manager in assessment
of number of start up, number of shut down, creation of job opportunities, economy
growth etc. between particular period associated with target market (Collis and Hussey,
2013). The information assessed through Business Dynamic Statistics will provide
significant benefits to management of Delhi Orchid Restaurant for carrying out
systematic financial and business planning wile expanding business in new markets
places.
 The administration of restaurant firm should consider a focus group such as penal of
experts in the process of market research. This approach will provide significant benefits
in order to resolve serious business issues.
19

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APPENDIX
Questionnaire
1. Name-
2. Gender-
3. Job position-
4. Age group
 20 - 25 years
 26 - 30 years
 31 - 35 years
 Above 35 years
5. Is the market research playing most important role in business decision making process?
 Yes
 No
6. How market assessment is beneficial for Delhi Orchid Restaurant?
 Evaluation of change in interest of consumers
 Assessment of current trends in catering business
 Examination of market competition level
 Identification of new food dishes
7. Do you think, market research provides significant assistance to management in expansion of
catering business in new markets?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
8. How does market research helps management of Delhi Orchid Restaurant in expansion of
business in new markets?
 Assessment of culture and tradition
 Evaluate food habits of people in new markets
 Examination of trade regulation
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 Identification of different marketing tools
9. Do you think that results of market analysis help managers of catering business for carrying
out systematic marketing planning?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
10. How does market research provide assistance to Delhi Orchid Restaurant in marketing
planing while expanding business in new markets?
 Provides knowledge about domestic culture
 Effectiveness of different marketing tools
 Perception of target people
 Costing of different marketing tools
11. What is the most important information produced by market research that plays important
role in growth and development of catering business?
 Change in food production tactics
 Satisfaction level of consumers
 Change in service quality standards in hospitality sector
 Creative services of other firms
12. Would you like provide any suggestion regarding effective ways through which Delhi
Orchid Restaurant can carry out market research for its business expansion.
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