Customer Behavior Towards Takeaway Approach at Indian Balti Express

This report investigates customer behavior towards the takeaway approach to improve the performance of Indian Balti Express, a UK-based Indian takeaway restaurant. The research aims to analyze customer behavior, determine the importance of the takeaway approach for increasing profitability, and identify key takeaways regarding consumer attitudes. The report includes a literature review covering consumer behavior, the consumer behavior process, decision-making processes, and the importance of the takeaway approach. The methodology section details the research philosophy (positivism), approach (deductive), design (descriptive), and technique (quantitative), including data collection methods (primary and secondary) and sampling. Key findings and recommendations are presented, including a Gantt chart. The report concludes with a discussion of Porter's generic strategies and their relevance to the restaurant's profitability. The research utilizes a structured questionnaire for primary data collection and secondary sources like books, articles, and journals to gather comprehensive information. The goal is to provide actionable insights for Indian Balti Express to enhance its customer service and profitability.

Proposal

Table of Contents
INTRODUCTION...........................................................................................................................1
AIMS AND OBJECTIVES.............................................................................................................1
Research aim...............................................................................................................................1
Research objectives.....................................................................................................................1
Research questions......................................................................................................................1
LITERATURE REVIEW................................................................................................................3
Customers’ behaviour.................................................................................................................3
Importance of takeaway approach for increasing profitability level of Indian Balti Express in
upcoming 3 months.....................................................................................................................3
Key takeaways over the consumer’s attitude and behaviour towards the Indian Balti Express. 3
RESEARCH METHODOLOGY.....................................................................................................4
Research philosophy...................................................................................................................4
Research approaches...................................................................................................................4
Research design...........................................................................................................................4
Research technique......................................................................................................................5
Data collection methods..............................................................................................................5
Sampling.....................................................................................................................................5
Ethical considerations.................................................................................................................6
Triangulation and validity...........................................................................................................6
Data analysis...............................................................................................................................6
KEY FINDINGS AND RECOMMENDATIONS..........................................................................7
Gantt chart...................................................................................................................................7
REFERENCES................................................................................................................................8

Title: “Behaviour of customers towards the takeaway approach that improve the
performance of company”. A study on Indian Balti Express
INTRODUCTION
Customers behaviour play a significant role in business because it changes the overall
performance of company. Thus, it is important to understand the behaviour of customers at the
time of providing services. In this, takeaway is also an effective approach that used by restaurant
to serve their food services to its customers as per their order and demand as well (He and et. al.,
2019). In this type of approach, food is ordered by customers and made in restaurant and then
taken away to be eaten at home of everywhere. With the help of this, customers can easily buy
food products as per their needs. Current research is based on Indian Balti express, is an Indian
takeaway that located in Harlow, UK. This restaurant provides takeaway services to its
customers on the basis of their needs and demand. The main focus of this restaurant is to
understand customer’s behaviour towards its services and provide them accordingly. It can
contribute in increasing the performance level and at the same time also enhance its profitability
level.
AIMS AND OBJECTIVES
Research aim
To investigate the behaviour of customers towards the takeaway approach that improve
the performance of company. A study on Indian Balti Express.
Research objectives
 To analysis the concept of customers’ behaviour.
 To determine the importance of takeaway approach for increasing profitability level of
Indian Balti Express in upcoming 3 months.
 To identify key takeaways over the consumer’s attitude and behaviour towards the Indian
Balti Express.
Research questions
 What is the concept of customer’s behaviour?
 What is the importance of takeaway approach for increasing profitability level of Indian
Balti Express in upcoming 3 months?
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 What ate the key takeaways over the consumer’s attitude and behaviour towards the
Indian Balti Express?
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LITERATURE REVIEW
Literature review is explicit and systematic method for determining and evaluating existing
body of completed work produced through an investigator and scholars. In conducting the
present investigation, there has been secondary method used by consisting different sources such
as books, articles, journals and others.
Customers’ behaviour
According to Chicu and et. al., (2019), Consumer behaviour is study about the company
and person and how they choose and use the service and goods. It is one of the important factor
for every business organisation because it is associated with purchase, customer’s attitudes and
preferences. All these aspects are affect the buying behaviour of customers. This is the reason
that company needs to understand the same before providing services (Bizri and Hamieh, 2019).
Consumer behaviour process
The consumer behaviour process is study of person, groups and also company decisions
through observing the selections, buying, use and also rejections of products in order to fulfil
their requirements and wants.
Need recognition- It is the first stage in the consumer buying behaviour process. This is
necessary to determine that the need recognition should be those needs without satisfaction.
There is a requirement to consumers identify the needs regarding specific products and services.
Information search- For the purpose of satisfying need of consumers, it is necessary to
look for the better product that can help in satisfy the requirements of customers. Customer is
willing to be collect the better information regarding specific product.
Evaluation- Desire to satisfy the requirements, provides way to evaluation stage where
customer try to be examine information that received in pre- purchase stage of the information
search. The selection of respondents will be on the basis of relative worth of the alternative.
Purchase decision- Positive decision of product and service leads to buying decision. It
implies the commitment of consumer for specific service or product.
Post purchase decision- It is the last stage and related with consumer behaviour. The
reaction of post purchase can be negative or positive. If consumer is fully satisfied with the
product, then it many suggest product to the other people. If an individual is dissatisfied, then it
makes it restless.
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Decision making process
The consumer decision making process consists customers to determine their requirements,
collect information, examine alternatives and also make better purchasing decision. Different
stages included in decision making process mention below:
Identify decision- To make an effective decision, there is a need to determine issue that
require to solve questions. There is a need to consumer to define its decision.
Gather relevant information- It is necessary to consumer to collect the relevant
information and data related to selecting the specific product. Seek the information from the
external sources consisting market research, use social media tools and others.
Weigh evidence- Once determined the many alternatives, weigh evidence for the
alternatives. Before buying the products, the main focus of consumer is to check the goodwill of
company and past review of customers.
Select among alternatives- It is one of the main part in process of decision making where
consumer can make the better decision. There is a need to consumers to determine as well as
clarified what decisions require to made, collected relevant information and also develop
potential paths.
Take actions- It is necessary to act on the decision made. It is necessary to take the action
about buying the specific product.
Review decision- In this last stage of decision making, it is necessary to review the
decision after purchasing product and services.
Importance of takeaway approach for increasing profitability level of Indian Balti Express in
upcoming 3 months.
According to viewpoint of Stephanie Resendes (2020) in takeaway approach, behaviour of
customers is totally change as most of people are prefer to place order of food and then bring it
to be eaten in anywhere rather to sit restaurant. This can be beneficial for restaurant to improve
their positive experience by providing them best quality services will less time consuming. Fast
delivery of food products may help in retaining customers for longer period of time within the
restaurant that directly contributes in enhancing their loyalty. With the help of this, restaurant can
easily increase their market presence and at the same time also generate larger profitability level
at market place (Chang and Lu, 2019).
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Porters generic strategies
Porters generic strategies explains how an organisation can gain the competitive advantage
across chosen market scope. It is helpful in enhancing the profitability aim of Indian Balti
Express. Different strategies involved in the Porters generic mention below:
Cost leadership strategy- This strategy consists an organisation winning the market share
through appealing cost- conscious customers. There is a need to Indian Balti Express to having
minimum costs while attaining profitability and high investment return.
Differentiation strategy- The differentiate services or products in such a manner to
compete in successful manner. in this, target customer segment is not the cost sensitive as
consumers have specific requirements which re under- served.
Cost focus strategy- This is evolution of cost leadership strategy. There is a need to Indian
Balti Express to select the economical pricing strategy so that large number of people can be
attracted.
Differentiation focus- In this strategy, there is a need to Indian Balti Express to conduct
the market research and make differentiation among the products of Indian Balti Express and
other firm.
Key takeaways over the consumer’s attitude and behaviour towards the Indian Balti Express
As per viewpoint of Björn Frank (2021), Delivery option is more effective than the
takeaways. The Indian Balti Express operators struggle with the in- restaurant dining restrictions.
It has taken the time to develop the delivery options and takeaway with some posting strong
relative growth. In regards to this, delivery is making the headlines but the takeaway and drive
thru changes are more likely to be significant.
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RESEARCH METHODOLOGY
Methodology is concerned with the theoretical and systematic analysis of methods which
applied to area of study. This encompasses the concepts for an instance research philosophy,
theoretical models, qualitative and quantitative techniques (Chicu and et. al., 2019).
Research philosophy
The research philosophy is related to nature of the reality that is being invested. There are
interpretivism and positivism two different types of research philosophies.
Interpretivism philosophy- This research philosophy is emphasizing use of the
qualitative data to obtain results. It is seen playing necessary role in making the sense and also
interoperating gathered data and information.
Positivism philosophy- It is based on idea that the scientific knowledge is acceptable and
characterised through testing hypothesis (He and et. al., 2019).
Justification: There will be positivism research philosophy using because it provides the
theoretical information in detailed manner for getting positive research outcomes.
Research approaches
The inductive and deductive are two different types of research approaches.
Inductive approach- It is helpful when there is less research available on specific research
area. In this research approach, an investigator has to move in opposite direction from the
research question to observation.
Deductive approach- It tends to follow from the generic to particular. Under this
approach, findings are derived from gathered data and analysis it effectively for getting valid
outcomes (Liu, X., Vredenburg and Steel, 2019).
Justification: In this, deductive research approach will be used because it is based on the
quantitative method and provides the proper justification regarding particular subject area.
Research design
It is framework related to the research techniques and methods selected through an
investigator. Explanatory, descriptive or exploratory are the different research methods.
Justification: Descriptive research design will be considering because it provides the
detailed explanation and description regarding the behaviour of customers towards the takeaway
approach that improve the performance of company.
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Research technique
There are two type of research such as qualitative and quantitative (Liu, Vredenburg and
Steel, 2019).
Justification: In order to undertake current investigation, quantitative is an effective
method that provide data which is measurable in nature. By this, investigator can easily draw a
valid conclusion at the end of the investigation (Mendoza, Gallego-Schmid and Azapagic, 2019).
Data collection methods
It is concerned with collection of relevant and accurate data by using the different sources.
At the time of undertaking research activities, there are various methods and sources that used to
gather relevant data and information towards the specified research topic and area. In relation to
this, there are two type of research methods such as primary and secondary method of data
collection that help in acquiring relevant and accurate information towards the research aim
(Zhao and et. al., 2019).
Primary method- In this method of data collection, data is directly collected through
selected respondents by using different sources such as observation, questionnaire, survey,
interview and many more.
Secondary method- It is also effective in which is information is gathered through
different sources includes books, journals, articles, newspaper and so on. All these are providing
detailed analysis on the basis of research topic.
Justification: In order to undertake current research, both primary and secondary methods
will be used, by using primary method, investigator prepare a structured questionnaire to gather
accurate information and secondary method assist in gathering detailed information (Zhao and et.
al., 2019).
Sampling
It is process of selecting sample size from the larger population for acquiring information.
It is divided into two techniques such as probabilistic and non- probabilistic sampling technique.
For this research, probabilistic method will be applied by researcher in which sample size will be
selected as per random basis. By using this, 40 respondents are selected for executing current
investigation.
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The chosen sample size are the customers because they make the food orders by using
different methods like delivery and takeaways. The questionnaire can be fill through customers
by sending it them online.
Ethical considerations
It is important for researcher to follow all the ethical principles at the time of executing
research. An investigator should follow the ethical principles such as confidentiality, informed
consent, anonymity and others. In this, investigator make sure that all the information of
respondents keeps confidential so that they can maintain or develop trust of respondents.
Triangulation and validity
The triangulation is method to enhance the validity and credibility of research findings. the
credibility is concerned with the trustworthiness and how believable study is. On the other hand,
validity is related with an extent to which study is reflects accurately examine concepts being
investigated.
Data analysis
It is referring to the process that used to inspect, cleansing and modelling data with the aim
of discovering all the relevant information in order to make effective decision. In this,
questionnaire is developed and data is analysed by using graphical chart to interpretation the data
in an effective way.
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KEY FINDINGS AND RECOMMENDATIONS
As per discussed research it is found that it is important for restaurant to keep their
ordering process smooth and effective so that customers get satisfied by consuming its services.
Along with this, by analysing the taste and demand of consumers is also beneficial in improving
the market presence of company.
Furthermore, it has been recommended that, Indian Balti Express needs to analysis
customers behaviour and their taste so that they can easily satisfy their needs. Company should
improve their takeaway services by quick deliver that improve positive experience of customers
towards the company and its services as well.
Gantt chart
It is type of bar chart that includes overall schedule of project along with starting date to
end date. Along with this, it also includes entire activities that research is covered. This can be
beneficial in reducing the possibilities of arising risk factors at the time of executing their
research activities. This will contribute in attaining reliable results at the end of the investigation.
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REFERENCES
Books and journals
Bizri, R.M. and Hamieh, F., 2019. Beyond the “give back” equation: The influence of perceived
organizational justice and support on extra-role behaviors. International Journal of
Organizational Analysis, 28(3), pp.699-718.
Chang, H.H. and Lu, L.C., 2019. Actively persuading consumers to enact ethical behaviors in
retailing: The influence of relational benefits and corporate associates. Journal of
Business Ethics, 156(2), pp.399-416.
Chicu, D. and et. al., 2019. Exploring the influence of the human factor on customer satisfaction
in call centres. BRQ Business Research Quarterly, 22(2), pp.83-95.
He, Z. and et. al., 2019. Evolutionary food quality and location strategies for restaurants in
competitive online-to-offline food ordering and delivery markets: An agent-based
approach. International Journal of Production Economics, 215, pp.61-72.
Liu, X., Vredenburg, H. and Steel, P., 2019, July. Exploring the mechanisms of corporate
reputation and financial performance: A meta-analysis. In Academy of Management
Proceedings (Vol. 2019, No. 1, p. 17903). Briarcliff Manor, NY 10510: Academy of
Management.
Mendoza, J.M.F., Gallego-Schmid, A. and Azapagic, A., 2019. Building a business case for
implementation of a circular economy in higher education institutions. Journal of
Cleaner Production, 220, pp.553-567.
Zhao, X. and et. al., 2019. Research on customer purchase behaviors in online take-out platforms
based on semantic fuzziness and deep web crawler. Journal of Ambient Intelligence and
Humanized Computing, pp.1-15.
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