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Dissertation Consumer Behavior in Restaurant

   

Added on  2019-12-03

38 Pages13958 Words323 Views
DISSERTATION ON:ANALYZING FACTOR AFFECTINGCONSUMER BEHAVIOR TOWARDSFINE DINNING IN LONDON: A CASE STUDY ON ANGELUS

ACKNOWLEDGEMENTThe present report reflects the hadwork, knowedge and contribution of variousindividuals who helped me in completing the disseration and significantly supported methroughout my work. I hereby take the responsibility to pay a humble gratitude for their time andefforts they have given to me. I am thankful to my mentor and all the people who have given mesupport and guidance for completing the dissertation. I am grateful to my team members, familyand friends who helped me in all possible accords. I would also like to thank my parents whosupported me while conducting this particular study. The combine efforts of all these peoplehelped me in successfully completing the research in the desired manner. Branding plays acritical role in developing high market attraction and enhancing the market sales as well.Packaging helps in developing the brand identity for the product. Apart from this, company canuse the packaging in most creative form for the purpose of influencing the customers towards it.

ABSTRACT Customers are the important assets of any firm as they play very crucial role in theprocess of making the any kind of decision about enterprise. Thus, for the firm it is veryimportant that it must make efforts in terms of maintaining the satisfaction of its buyers in anappropriate manner This lead firms in terms of attracting large number of buyers towardscorporation in an effective way. Furthermore, due to this firm can get benefit in the form ofincreased profits and sales in an effective way. For the purpose to carry out the study which is onanalysing the consumer behaviour towards fine dining restaurant operating in London, Angelusis taken in consideration. It is the fine-dining French restaurant that offers high quality meal to itsbuyers (Angelus, 2015). The firm is famous for its atmosphere and décor. In order to carry outthe given dissertation, the reviews as well as opinions as being given by different scholars will beanalysed. With an aim to perform the same, assistance will be taken from secondary resourceslike books and journals. Furthermore, for the purpose to analyse attitude of London customers towards fine diningrestaurant, primary research will be conducted via questionnaire. Furthermore, Literature reviewchapter consists all those books and journals which are referred which are related to thehospitality industry. Thus, it is by complying with the given type of activity only, objective ofpresent dissertation can be met by scholar in an effective way. Research methodology section ofdissertation gives a detailed explanation regarding the methods which are used with an aim tocarry out the study upon the present topic in a systematic way. Furthermore, the given section ofdissertation will also suggest the ways with the help of which the views and opinions of Angeluscustomers as well as managers can be collected. Articulating all the facts and figure from thewhole dissertation, it can be concluded that there are number of factors identified which areplaying very significant role in terms of influencing the behaviour of buyers in an effective way.In addition to this, from the present study it has also being identified that there is a significantdifference exist between casual and fine dinning restaurant. Here, the basis difference that occurbetween both type of restaurant is due to the price as well as environment. Here, casual dinningrestaurant provides more of family like environment.

TABLE OF CONTENTSCHAPTER 1: INTRODUCTION....................................................................................................61.1 Background of the study...................................................................................................61.2 Problem statement............................................................................................................71.3 Aims and objectives of the study......................................................................................81.4 Research question.............................................................................................................81.4 Significance of the study..................................................................................................81.5 Dissertation structure........................................................................................................9CHAPTER 2: LITERATURE REVIEW.......................................................................................102.0 Introduction....................................................................................................................102.1 Meaning of consumer behaviour and fine dinning.........................................................102.2 Factor affecting consumer behaviour towards fine dinning...........................................112.3 Opportunities and threats towards fine dining in London restaurants............................142.4 Identifying the strategies that can be employed by fine dining restaurants with an aim toretain large number of buyers...............................................................................................152.5 Conceptual framework...................................................................................................16CHAPTER 3: RESEARCH METHODOLOGY...........................................................................173.0 Introduction....................................................................................................................173.1 Research philosophy.......................................................................................................173.2 Research approach..........................................................................................................173.3 Research strategy............................................................................................................183.4 Research purpose............................................................................................................183.5 Data collection................................................................................................................193.6 Sample and Sampling method........................................................................................193.7 Data analysis...................................................................................................................203.8 Ethical consideration......................................................................................................203.9 Accessibility issue..........................................................................................................21CHAPTER 4: RESULT, ANALYSIS AND DISCUSSION.........................................................224.0 Introduction....................................................................................................................224.1 Thematic analysis for interview question.......................................................................224.2 Quantitative analysis......................................................................................................25

4.3 Correlation......................................................................................................................27CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................305.1 Introduction....................................................................................................................305.2 Conclusion......................................................................................................................305.3 Recommendations..........................................................................................................31REFERENCE.................................................................................................................................33QUESTIONNAIRE.......................................................................................................................36Questionnaire for Angelus customers..................................................................................36Interview questions for Angelus restaurant managers and chefs.........................................37

CHAPTER 1: INTRODUCTION 1.1 Background of the study Customers are the important assets of any firm as they play very crucial role in theprocess of making the any kind of decision about enterprise. Thus, for the firm it is veryimportant that it must make efforts in terms of maintaining the satisfaction of its buyers in anappropriate manner (Hwang and Ok, 2013). The satisfaction of buyers can be maintained of ifcorporation carries out the production of its goods and services as per the specific needs anddemands of buyers. The demand of buyers can be assessed by tracking their behaviour. Consumer behaviour is the study in which responses as being given by the individual onthe occurrence of particular stance is studied (Consumer behavior, 2015). In today's competitivescenario, it is essential for the firms irrespective of their industry that they must study thebehaviour as being carried out by their customers. This is because, it is by complying with thegiven type of activity only managers of enterprises can gather information about the tastes andpreferences of their buyers. Here, on the basis of given assembled information organization canperform changes in its existing products and services. This lead firms in terms of attracting largenumber of buyers towards corporation in an effective way. Furthermore, due to this firm can getbenefit in the form of increased profits and sales in an effective way (Nitiwanakul, 2014). Besides this, there is a rapid growth is being seen in upmarket fast food and casual diningrestaurant. In this regard, it has been assessed that now a days consumers do not have sufficienttime with regard to wait for their ordered food or meal. It is due to the presence of given aspectthey are moving from fine dining to casual or fast food restaurants. In addition to this, price isbeing regarded as another most crucial factor that is impacting the behaviour of buyers towardsfine dining restaurants. This is because, the services that fine-dining restaurant offers are morecostly than other. It is the reasons why buyers are searching for cheaper dinning option thatprovide high quality services at affordable price (Kausar, Malik and Akram, 2014). Inaccordance with the given context, it can be said that fine dining is typically high end or fancierrestaurant which possess formal atmosphere and it offer fancier meal than other restaurants. Thisrestaurant is also called by the name of white table cloth restaurant. The buyers who use theservices of such restaurant have to wear particular dress code. Furthermore, dinners have tofollow different type of rules and regulations while getting the services from fine diningrestaurants (Foxall, 2014).

In this context, it can be stated that it is because of the presence of given factors only thebehaviours of London consumers are changing towards fine dining restaurants. However, thereare some buyers who still prefer to get services of fine-dining restaurants because of their highquality meal (Ma, Qu and Eliwa, 2014). So, for corporation it is necessary that it must assembletimely information about its buyer’s preferences. This is because, if not gather then it becamedifficult for all fine dining restaurant with regard to carry out their efforts in terms of attractingbuyers towards corporation in an appropriate manner. For the purpose to carry out the study which is on analysing the consumer behaviourtowards fine dining restaurant operating in London, Angelus is taken in consideration. It is thefine-dining French restaurant that offers high quality meal to its buyers (Angelus, 2015). Thefirm is famous for its atmosphere and décor. The décor of Angelus is elegant with dark wood andelaborated mirrors. In addition to this, the organization also possesses private dining room.Angelus has also received award from Good food guide 2014. The organization has the facilitiesfor the disabled buyers such as wheelchair access and disabled toilets etc. In order to carry out the given dissertation, the reviews as well as opinions as being givenby different scholars will be analysed. With an aim to perform the same, assistance will be takenfrom secondary resources like books and journals. Furthermore, for the purpose to analyseattitude of London customers towards fine dining restaurant, primary research will be conductedvia questionnaire. In addition to this, number of research tools and techniques will also be usedfor the purpose to draw an effectual conclusion for the given study. Finally, at the end of thisdissertation recommendation will be suggested to the manager of Angelus fine diningrestaurants. 1.2 Problem statement One of the biggest problem that is being faced by the hospitality industry is related tochanging needs and demands of the customers. In this context, it has been seen that at presentbuyers prefers to use services of such restaurant which does not take much time in serving mealto respective buyers (Singer and Arora, 2015). Furthermore, they do not want to bind themselvesin particular type of rules and regulations while taking dinner from outside. The presence of allthese given factors is creating problem for fine-dining restaurants such as Angelus. In this regard,the main problem that fine dining firms are facing is to attract huge buyers towards its services.In addition to this, fine dining restaurant is facing competition from fast food and casual dining

restaurant (Solomon, Russell-Bennett and Previte, 2012). In this context, enterprise is facingmajor problem of devising strategies that will assist it in terms dealing with the conditions thatare prevailing in the competitive business environment of London hospitality industry. 1.3 Aims and objectives of the study The main aim of this study is to analyse the factors which are affecting the behaviour ofLondon customer towards fine-dining restaurants: A case study on Angelus. Here, on the basis of given research aim following objectives are set. To examine different opportunities and threats towards fine dining in London restaurants To investigate the changing tastes and preferences of customers towards fine dining To find out the strategies that fine dining restaurants can employ to retain customers 1.4 Research question With the help of research question, direction of whole dissertation can be set. Followingresearch questions are set on the basis of given objectives:What are the opportunities and threats towards fine dining in London restaurants?What changes are seen in the tastes and preferences of customer who are using theservices of fine dining restaurant such as Angelus?What are the strategies that Angelus can employ with an aim to retain large number ofbuyers1.4 Significance of the studyThe study conducted has its significance for the number of individuals. This study will beproved as helpful for the hospitality firms who are functioning in London market. This isbecause, by taking assistance from the given study, these organizations can analyse the factorswhich are impacting the behaviour of their respective buyers towards fine-dining restaurants. Inaddition to this, corporations can also improve their knowledge with regard to the strategies thatthey can use with an aim to retain as well as attract many buyers towards them (East, Wright andVanhuele, 2013). In addition to this, the study has its significance for the PHD scholars who areconducting their research in the given topic. Furthermore, the study has its significance for thestudents who want to improve their knowledge and understanding regarding the factors thatinfluence the behaviour of buyers. Overall, it can be said that the present study conducted will beproved as helpful for many personnel.

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