Dissertation: Fine Dining Consumer Behavior

This dissertation investigates the factors affecting consumer behavior towards fine dining restaurants in London, using Angelus as a case study. It examines opportunities and threats facing fine dining establishments, analyzes changing consumer preferences, and explores strategies for customer retention. The study employs both primary (questionnaires and interviews with customers, managers, and chefs) and secondary research (books and journals) using a deductive approach and positivism philosophy. Data analysis includes thematic analysis for qualitative data and ANOVA and correlation tests for quantitative data. The findings reveal that while high-quality food and ambiance attract customers, high prices and strict rules and regulations deter them. Recommendations include adjusting pricing strategies, relaxing dress codes, diversifying menus, and improving staff training to enhance customer satisfaction and boost sales.

DISSERTATION ON:
ANALYZING FACTOR AFFECTING
CONSUMER BEHAVIOR TOWARDS
FINE DINNING IN LONDON:
A CASE STUDY ON ANGELUS

ACKNOWLEDGEMENT
The present report reflects the hadwork, knowedge and contribution of various
individuals who helped me in completing the disseration and significantly supported me
throughout my work. I hereby take the responsibility to pay a humble gratitude for their time and
efforts they have given to me. I am thankful to my mentor and all the people who have given me
support and guidance for completing the dissertation. I am grateful to my team members, family
and friends who helped me in all possible accords. I would also like to thank my parents who
supported me while conducting this particular study. The combine efforts of all these people
helped me in successfully completing the research in the desired manner. Branding plays a
critical 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 can
use 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 the
process of making the any kind of decision about enterprise. Thus, for the firm it is very
important that it must make efforts in terms of maintaining the satisfaction of its buyers in an
appropriate manner This lead firms in terms of attracting large number of buyers towards
corporation in an effective way. Furthermore, due to this firm can get benefit in the form of
increased profits and sales in an effective way. For the purpose to carry out the study which is on
analysing the consumer behaviour towards fine dining restaurant operating in London, Angelus
is taken in consideration. It is the fine-dining French restaurant that offers high quality meal to its
buyers (Angelus, 2015). The firm is famous for its atmosphere and décor. In order to carry out
the given dissertation, the reviews as well as opinions as being given by different scholars will be
analysed. With an aim to perform the same, assistance will be taken from secondary resources
like books and journals.
Furthermore, for the purpose to analyse attitude of London customers towards fine dining
restaurant, primary research will be conducted via questionnaire. Furthermore, Literature review
chapter consists all those books and journals which are referred which are related to the
hospitality industry. Thus, it is by complying with the given type of activity only, objective of
present dissertation can be met by scholar in an effective way. Research methodology section of
dissertation gives a detailed explanation regarding the methods which are used with an aim to
carry out the study upon the present topic in a systematic way. Furthermore, the given section of
dissertation will also suggest the ways with the help of which the views and opinions of Angelus
customers as well as managers can be collected. Articulating all the facts and figure from the
whole dissertation, it can be concluded that there are number of factors identified which are
playing 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 significant
difference exist between casual and fine dinning restaurant. Here, the basis difference that occur
between both type of restaurant is due to the price as well as environment. Here, casual dinning
restaurant provides more of family like environment.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................6
1.1 Background of the study...................................................................................................6
1.2 Problem statement............................................................................................................7
1.3 Aims and objectives of the study......................................................................................8
1.4 Research question.............................................................................................................8
1.4 Significance of the study..................................................................................................8
1.5 Dissertation structure........................................................................................................9
CHAPTER 2: LITERATURE REVIEW.......................................................................................10
2.0 Introduction....................................................................................................................10
2.1 Meaning of consumer behaviour and fine dinning.........................................................10
2.2 Factor affecting consumer behaviour towards fine dinning...........................................11
2.3 Opportunities and threats towards fine dining in London restaurants............................14
2.4 Identifying the strategies that can be employed by fine dining restaurants with an aim to
retain large number of buyers...............................................................................................15
2.5 Conceptual framework...................................................................................................16
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................17
3.0 Introduction....................................................................................................................17
3.1 Research philosophy.......................................................................................................17
3.2 Research approach..........................................................................................................17
3.3 Research strategy............................................................................................................18
3.4 Research purpose............................................................................................................18
3.5 Data collection................................................................................................................19
3.6 Sample and Sampling method........................................................................................19
3.7 Data analysis...................................................................................................................20
3.8 Ethical consideration......................................................................................................20
3.9 Accessibility issue..........................................................................................................21
CHAPTER 4: RESULT, ANALYSIS AND DISCUSSION.........................................................22
4.0 Introduction....................................................................................................................22
4.1 Thematic analysis for interview question.......................................................................22
4.2 Quantitative analysis......................................................................................................25

4.3 Correlation......................................................................................................................27
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................30
5.1 Introduction....................................................................................................................30
5.2 Conclusion......................................................................................................................30
5.3 Recommendations..........................................................................................................31
REFERENCE.................................................................................................................................33
QUESTIONNAIRE.......................................................................................................................36
Questionnaire for Angelus customers..................................................................................36
Interview 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 the
process of making the any kind of decision about enterprise. Thus, for the firm it is very
important that it must make efforts in terms of maintaining the satisfaction of its buyers in an
appropriate manner (Hwang and Ok, 2013). The satisfaction of buyers can be maintained of if
corporation carries out the production of its goods and services as per the specific needs and
demands 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 on
the occurrence of particular stance is studied (Consumer behavior, 2015). In today's competitive
scenario, it is essential for the firms irrespective of their industry that they must study the
behaviour as being carried out by their customers. This is because, it is by complying with the
given type of activity only managers of enterprises can gather information about the tastes and
preferences of their buyers. Here, on the basis of given assembled information organization can
perform changes in its existing products and services. This lead firms in terms of attracting large
number of buyers towards corporation in an effective way. Furthermore, due to this firm can get
benefit 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 dining
restaurant. In this regard, it has been assessed that now a days consumers do not have sufficient
time with regard to wait for their ordered food or meal. It is due to the presence of given aspect
they are moving from fine dining to casual or fast food restaurants. In addition to this, price is
being regarded as another most crucial factor that is impacting the behaviour of buyers towards
fine dining restaurants. This is because, the services that fine-dining restaurant offers are more
costly than other. It is the reasons why buyers are searching for cheaper dinning option that
provide high quality services at affordable price (Kausar, Malik and Akram, 2014). In
accordance with the given context, it can be said that fine dining is typically high end or fancier
restaurant which possess formal atmosphere and it offer fancier meal than other restaurants. This
restaurant is also called by the name of white table cloth restaurant. The buyers who use the
services of such restaurant have to wear particular dress code. Furthermore, dinners have to
follow different type of rules and regulations while getting the services from fine dining
restaurants (Foxall, 2014).

In this context, it can be stated that it is because of the presence of given factors only the
behaviours of London consumers are changing towards fine dining restaurants. However, there
are some buyers who still prefer to get services of fine-dining restaurants because of their high
quality meal (Ma, Qu and Eliwa, 2014). So, for corporation it is necessary that it must assemble
timely information about its buyer’s preferences. This is because, if not gather then it became
difficult for all fine dining restaurant with regard to carry out their efforts in terms of attracting
buyers towards corporation in an appropriate manner.
For the purpose to carry out the study which is on analysing the consumer behaviour
towards fine dining restaurant operating in London, Angelus is taken in consideration. It is the
fine-dining French restaurant that offers high quality meal to its buyers (Angelus, 2015). The
firm is famous for its atmosphere and décor. The décor of Angelus is elegant with dark wood and
elaborated 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 facilities
for 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 given
by different scholars will be analysed. With an aim to perform the same, assistance will be taken
from secondary resources like books and journals. Furthermore, for the purpose to analyse
attitude of London customers towards fine dining restaurant, primary research will be conducted
via questionnaire. In addition to this, number of research tools and techniques will also be used
for the purpose to draw an effectual conclusion for the given study. Finally, at the end of this
dissertation recommendation will be suggested to the manager of Angelus fine dining
restaurants.
1.2 Problem statement
One of the biggest problem that is being faced by the hospitality industry is related to
changing needs and demands of the customers. In this context, it has been seen that at present
buyers prefers to use services of such restaurant which does not take much time in serving meal
to respective buyers (Singer and Arora, 2015). Furthermore, they do not want to bind themselves
in particular type of rules and regulations while taking dinner from outside. The presence of all
these 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 facing
major problem of devising strategies that will assist it in terms dealing with the conditions that
are 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 of
London 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. Following
research 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 the
services of fine dining restaurant such as Angelus?
 What are the strategies that Angelus can employ with an aim to retain large number of
buyers
1.4 Significance of the study
The study conducted has its significance for the number of individuals. This study will be
proved as helpful for the hospitality firms who are functioning in London market. This is
because, by taking assistance from the given study, these organizations can analyse the factors
which are impacting the behaviour of their respective buyers towards fine-dining restaurants. In
addition to this, corporations can also improve their knowledge with regard to the strategies that
they can use with an aim to retain as well as attract many buyers towards them (East, Wright and
Vanhuele, 2013). In addition to this, the study has its significance for the PHD scholars who are
conducting their research in the given topic. Furthermore, the study has its significance for the
students who want to improve their knowledge and understanding regarding the factors that
influence the behaviour of buyers. Overall, it can be said that the present study conducted will be
proved as helpful for many personnel.

1.5 Dissertation structure Chapter 1: Introduction: This chapter of dissertation would give detailed explanation or
background regarding the selected topic for the study such as analysing the factor
affecting the behaviour of London customer towards fine-dining restaurant such as
Angelus. Furthermore, the given chapter also possess the aims and objectives of the study
which is used in order to set the direction of whole dissertation towards particular
approach. Chapter 2: Literature review: In this chapter, the number of secondary sources such as
books, online articles and journals etc. would be used. Here, the opinions as different
researchers have given with regard to the given topic are analysed. With the help of this
chapter, an effective conclusion as well as recommendation can be drawn for the study. Chapter 3: Research methodology: This section of dissertation give explanation with
respect to the tools and techniques that would be employ by the scholar in order to
conduct its study in planned manner. The success of any dissertation is largely depends
upon the given section only. So, in the given study efforts have been made by researcher
with respect to select its research tools and techniques in an appropriate manner. Chapter 4: Data analysis: In this chapter, the data assembled via primary mean would be
analysed. In order to perform the same, effectual data analysis technique would be used. Chapter 5: Conclusion and recommendation: Finally, in the last section dissertation
facts as being found out from the data analysis chapter is summarized. This section of
study also involves recommendations for fine dining companies that they can use in order
to carry out improvement in its existing practices.

CHAPTER 2: LITERATURE REVIEW
2.0 Introduction
This section of dissertation analyses the published information which is being used by
researchers with an aim to draw an appropriate conclusion for their study. Here, in the given
section the past studies as being carried out by famous scholars are evaluated as well as analysed.
In addition to this, for this part the approaches such as books and journals are used. Furthermore,
in this chapter all those books and journals are referred which are related to the hospitality
industry. Thus, it is by complying with the given type of activity only, objective of present
dissertation can be met by scholar in an effective way.
2.1 Meaning of consumer behaviour and fine dinning
According to the view point of Singer and Arora, 2015 “Consumer behaviour is the field
of study in which efforts will be made by the manager of organization with regard to analyse the
behaviour as being carried out by its respective buyers while selecting and purchasing the
specific product of firm” (Singer and Arora, 2015). In addition to this, Kim, Lee and Mattila,
2014 have stated that “Consumer behaviour depict about the action that buyers carries out while
purchasing and choosing the goods and services of specific firm” (Kim, Lee and Mattila, 2014).
For the organization, it is very essential with regard to improve its understanding regarding the
behaviour as being carried out by its buyers. This is because, it is by complying with the given
type of activity only manager of firm can improve its knowledge regarding the factors that
buyers uses while making the decision of purchasing the goods and services of respective firm.
Furthermore, through this way an effective strategy can be formed by corporation with an aim to
influence the behaviour of customers (Bilgihan, Peng and Kandampully, 2014). Thereby,
organizations can get the benefit in the form of increased profits and sales in an appropriate way.
In addition to this, as per the view point of Chang, Khan and Tsai, 2012 “The customers
are perceived as the actor in marketplace” (Chang, Khan and Tsai, 2012). The given thing as
being stated by the author is correct. This is because, while making the purchase decision buyer
plays number of role such as information seeker, decision maker and product appraiser etc.
These all given roles assist buyers in making the right decision. Thus, through this way only
customers carries out the selection of the best product which helps in fulfilling the needs and
demands of them.

Besides this, number of authors have described about the concept such as fine dining. In
accordance with the given context, as per the view point of Kang and et.al., 2012 “Fine dining is
the full service restaurant which provides dedicated meal courses” (Kang and et.al., 2012). In
addition to this, Ha and Jang, 2012 have also stated that “Fine dining is being consider as white
table cloth restaurant which provides services to elite and high class people” (Ha and Jang,
2012). It is the fancier restaurant which possess very formal atmosphere. Furthermore, the menu
as being offered by the given type of restaurant is fancier than others. In addition to this, some
authors have describe fine dining as the type of eating style that is usually follows by all
expensive restaurants. In addition to this, Granzin and Bahn, 2015 have stated that “Fine dining
is the type of restaurant which offers unique menu in the formal style” (Granzin and Bahn,
2015). It is the unique type of restaurant which offers food in unique or difficult to made food to
its respective buyers. In this type of restaurant, chef plays very crucial role. This is because, here
chef has to prepare creative and tasty meal from the ingredients which is not being used by any
restaurants.
2.2 Factor affecting consumer behaviour towards fine dinning
There are some positive and negative factors identified which are causing significant
effect upon the attitude of customers towards fine dining. In accordance with the given context,
according to the view point of Dewald, Bruin and Jang, 2014 “Unavailability of sufficient time
with the customers is being regarded as one of the factor which is impeding or changing their
attitude towards fine-dining” (Dewald, Bruin and Jang, 2014). The given thing as being stated by
the authors is correct. It is due to fact that, it has been seen that now a days buyers always prefer
to take such food which will not take much time in preparation. Furthermore, they also prefer
that type of food which is being ordered by them or which can be taken by them from one place
to another. The customers are giving priorities to all these given aspects because of the
unavailability of sufficient time with them. Thus, it is due to the presence of given aspect their
behaviour is changing towards the fine dining restaurants which takes huge time in the process of
preparing and serving meal to the respective buyers (Bujisic, Hutchinson and Parsa, 2014). Thus,
it is due to the presence of given aspect only, buyers are opting for casual dining or fast food
restaurants.
In addition to this, as per the view point of Prayag, Khoo-Lattimore and Sitruk, 2015
“The behaviour of fine dining customers is affecting because of the pricing factor” (Prayag,

Khoo-Lattimore and Sitruk, 2015). The statement as being given by these authors is also correct.
In accordance with the given context, it has been seen that the buyers who takes the services of
fine dining restaurants have to spend huge money. This is because, the food as well as services
that fine dining firms offers are of high quality and these are expensive too. Thus, the buyers
who will not afford the given type of services will move on to some other restaurants.
Furthermore, it has been critically evaluated by the Oliver, 2014 that “Buyers gives more
preference to the pricing factor when they possess low purchasing power or disposable income”
(Oliver, 2014). This can be consider as one of the factor which influence the buyers to behave in
a certain or specific way. In the situation, when buyers does not possess much purchasing
capacity at that time they will prefer to choose such type of goods and services which are cost
effective or affordable. Solomon, Russell-Bennett and Previte, 2012 have stated that “The
services as being offered by fine dining organizations are very expensive” (Solomon, Russell-
Bennett and Previte, 2012). So, because of the presence of given factor buyers are moving on to
the other options such as fast food restaurants which offers food at affordable prices.
As per the view point of Solomon and et.al., 2014 “The strict rules and regulations as
being followed by the fine dining dinners can be regarded as one of the most crucial factor
which is affecting the behaviour of London buyers towards fine dining” (Solomon and et.al.,
2014). The thing as being depicted by the given authors is also right. In this context, it has been
seen that fine dining restaurant possess a big list of rules which needs to be followed by its
respective buyers. This is because, if not followed then in this condition it will became difficult
for the customer with regard to use the services of firm in an effective way. The fine dining
restaurant has the rule that the customer should come in a formal attire. For example, for men
collared shirt is compulsory and for women dresses or evening gown is compulsory. In addition
to this, the respective customers must also possess full-fledged knowledge with regard to use the
knife and fork while eating food (Cova, Kozinets and Shankar, 2012). Thus, it can be said that
the buyers who have table etiquettes will be consider as eligible with regard to use the services
of fine dining corporations.
In this context, it has been evaluated by the East, Wright and Vanhuele, 2013 that “While
eating food customers does not prefer to bind themselves in some type of rules and regulations”
(East, Wright and Vanhuele, 2013). Thus, it is right to say that the strict rules and regulations of
fine dining firms is forcing customers to behave differently. It is reason why they are opting

some other options for dinning which is of fast food or casual dining corporations. In such
restaurants customers will not have to follow any kind of rules and regulations. Here, free
environment are provided to the buyers which entails high amount of satisfaction among them.
Besides this, there are some positive factors are assessed which is also playing important
role in changing the behaviour of London buyers towards the fine dining restaurants. In this
regard, according to the view point of Mullen and Johnson, 2013 “The quality and taste of food
as being offered by the fine dining firms is attracting the large number of buyers towards the
services of firm” (Mullen and Johnson, 2013). In comparison to all other restaurants, fine dining
corporation offer unique type of menu. The menu that these firms prepares are not normal as it is
made from the ingredients which is generally not eaten by many individuals. Thus, the customer
desire to get new and unique experience is forcing them with respect to once use the services of
fine dining firms. Furthermore, the given type of restaurants also given much importance to the
quality related factor. Here, they make all kind of efforts with regard to enhance the quality of
food which is being produced by them. In order to perform the same, these firms takes assistance
from the food quality management approaches.
According to the view point of Kim, Lee and Mattila, 2014 “The fine dining restaurant
gives much importance to the hygiene and cleanliness related factor” (Kim, Lee and Mattila,
2014). The statement as being given by these authors is also correct. Fine dining firms has to
give importance to the cleanliness and hygiene related factor as they are being counted among
the category of most expensive and unique restaurant. Furthermore, the clients that these firm
deal are not normal as they all belong to upper income class category. Thus, the Granzin and
Bahn, 2015 have depicted that “Buyers who give importance to the cleanliness and hygiene
related factor while dinning out are more than those who will not give importance to the given
factor” (Granzin and Bahn, 2015). Thus, it is true to said that the behaviour of buyers towards the
particular firm is affected when they see that the firm in which they are spending their money do
not give importance to the hygiene and cleanliness related factor. Thus, it can be consider as
major reason due to which many of the London buyers are demanding for fine dining restaurants.
Moreover, according to the view point of Bujisic, Hutchinson and Parsa, 2014 “The
ambience which is provided by fine dining firms is also playing very significant role in terms of
changing the behaviour of the customers” (Bujisic, Hutchinson and Parsa, 2014). The buyers
always dream to be treated like queen and king. This need of buyers can be fulfilled by the fine

dining firms. This is because, the given type of firm provides high end services to the client.
Furthermore, the workers who give services to the buyers will also behave in a very professional
manner. Here, employees and employers of fine dining firms will make measures with regard to
fulfil the needs and demands of its respective clients in an effective manner. Thus, the whole
environment of fine dining firm is playing crucial role with regard to change the behaviour of
buyers in an appropriate way (Cova, Kozinets and Shankar, 2012). Overall, it can be said that
these all given factors plays very critical role in making decision that whether customers should
use the services of fine dining firms or not.
2.3 Opportunities and threats towards fine dining in London restaurants
Opportunities
Number of opportunities identified that can be used by fine dining restaurants of London
such as Angelus with an aim to carry out significant improvement in their own sales and profits.
In this respect, as per the view point of Kang and et.al., 2012 “Fine dining firm has the
opportunity with regard to expand their business in the global market” (Kang and et.al., 2012).
To increase the sales and market share of firm is being regarded as main aim of every firm's
manager. This objective can be fulfilled by corporation by expanding or starting their operation
in international platform. Through this way, fine dining firm can develop new base of its
customers. Thereby, it can be perform necessary improvement in its sales and profits.
However, it has been critically evaluated by the Bilgihan, Peng and Kandampully, 2014
that “The firm goal to expand its operation in overseas market will be proved as effective if
selection with respect to the same is done in an effectual way” (Bilgihan, Peng and
Kandampully, 2014). The statement as being given by authors is correct. For example, if fine
dining restaurants have decided to expand its operation in the market which possess very large
number of competitors. Then in this condition, it became very difficult for the corporation with
regard to ensure or confirm its success in the respective market in an effective way. Furthermore,
while choosing the specific market for international expansion, manager must also consider the
income level of the citizens of particular country. This is because, fine dining restaurant services
are so expensive which cannot be afford by all income class individual.
In addition to this, as per the view point of Dewald, Bruin and Jang, 2014 “Fine dining
restaurants have the opportunity to introduce new type of food in their existing menu” (Dewald,
Bruin and Jang, 2014). These firms always make efforts with regard to offer something different

to the buyers. In this regard, fine dining restaurants can direct their efforts with respect to include
such food items in their food menu which are taken from around the world. Here, by complying
with all these type of practices fine dining firm can perform necessary improvement in their sales
and profits in an appropriate way.
Besides this, there are some threats identified which also causes necessary impact upon
the fine dining firms. Kang and et.al., 2012 have stated that “Changing tastes and preferences of
the buyers towards the fine dining firm is proving as the biggest threat” (Kang and et.al., 2012).
In this respect, it is assessed that now a days customers are demanding for such food which will
not take much time in preparation. However, when using the services of fine dining restaurants
buyers will have wait for the longer period of time for their food. The given aspect of these
restaurant will be proved as biggest threat. This can also cause necessary impact upon the sales
and profits of firm in an effective way. In addition to this, according to the view point of Granzin
and Bahn, 2015 “Presence of high number of competitors within country can also be proved as
threat for the fine dining corporation” (Granzin and Bahn, 2015). The availability of large
number of competitors of company will reduces the particular firm chances of achieving success
in the respective market. Moreover, in the given circumstance it became difficult for the firm
with regard to attract large number of buyers in an effective manner.
2.4 Identifying the strategies that can be employed by fine dining restaurants with an aim to
retain large number of buyers
The firm has to take assistance from number of strategies with an aim to retain the large
number of buyers. In this regard, East, Wright and Vanhuele, 2013 have stated that “Fine dining
firm can retain its buyers by maintaining the quality of food which is being provided by it” (East,
Wright and Vanhuele, 2013). The buyers who spend huge money always expect that in return of
that they will receive best quality of goods and services. However, if they will not get that at that
time their motivation will be impacted in a negative way. The fine dining organizations can take
help from different food quality approaches for the purpose to enhance the quality of the food
produced. Through this way, satisfaction of the buyers can be maintained. As the result of it they
can be retained by fine dining corporations for the longer period of time.
Furthermore, according to the view point of Prayag, Khoo-Lattimore and Sitruk, 2015
“The organization can retain buyers by performing variations in the prices of services” (Prayag,
Khoo-Lattimore and Sitruk, 2015). The fine dining firm generally charges high prices and due to

this it attract very small group of customers. However, by performing changes in the existing
pricing tactic, company can develop new base of customers who are price conscious. In this
regard, it is suggested to the Angelus that it must use price penetration tactic wherein low prices
are being charged for the services which enterprise offers. Furthermore, as per the view point of
Ha and Jang, 2012 “The buyers can also be retained by making constant efforts with regard to
raise the skills of its workers” (Ha and Jang, 2012). For any firm, employees plays very critical
role. This is because, it is with the help of them only and best quality services can be delivered
by corporation. This leads to enhance the satisfaction of buyers and due to which they became
loyal towards the firm. In accordance with the given context, it is needed by enterprises that they
must make regular efforts with regard to enhance the skills and competencies of the worker. This
can be done by fine dining firms by organizing training and development programs for the
workers on regular bases (Kim, Lee and Mattila, 2014).
2.5 Conceptual framework
Factor affecting customer behaviour
Towards fine dining restaurant
Positive
factors
Negative
factors
Quality of
Food
Ambience Hygiene and
Cleanliness
factor
Unavailability
Of sufficient
time
Strict rules and
Regulations High prices

CHAPTER 3: RESEARCH METHODOLOGY
3.0 Introduction
Research methodology is the process of collecting information or data with an aim to
draw an effective conclusion with respect to the specific study (Definition of research
methodology, 2015). This section has crucial importance. This is because, the given section
guide researchers towards the particular path and it also enables them with regard to draw an
appropriate conclusion for the study. The given section of dissertation will give explanation
regarding the methods which are used with an aim to carry out the study upon the present topic
in a systematic way. Furthermore, the given section of dissertation will also suggest the ways
with the help of which the views and opinions of Angelus customers as well as managers can be
collected.
3.1 Research philosophy
Research philosophy depict about the way with the help of which data about particular
phenomenon will be collected by the scholar. The research philosophy has its importance as it
enable researcher with regard to improve its understanding and knowledge about the specific
aspect. Positivism and interpretivism is being regarded as two basic type of research philosophy
(Types of research philosophy, 2015). In Positivism philosophy, researcher will form hypotheses
and this formed hypotheses will be later on tested by the scholar with the help of an appropriate
tools and techniques. However, in comparison to this interpretivism philosophy plays crucial role
as it assist researcher with regard to draw an end result of the study in an appropriate manner.
For the present study which is on analysing the factor affecting consumer behaviour of
fine dinning restaurant in London such as Angelus, positivism philosophy has been used. This is
used because in the given study hypotheses has been framed. With the help of given philosophy,
an effective conclusion with regard to the given study can be drawn.
3.2 Research approach
Research approach depict about the way of conducting the research upon the specific
topic. It is of two type such as inductive and deductive (O'Leary, 2013). Deductive approach is
concerned with carrying out the development of hypothesis on the basis of existing theory. Here,
after framing the hypothesis research strategy will be designed and this is designed for the
purpose to test the framed hypothesis.

In comparison to this, inductive is another type of research approach. This approach is
concerned with the generation of new theory emerging from the data. The given approach begins
with the observation and after that theory will be formulated by the researcher on the basis of
observation. The given approach is applied when scholar is more interested in forming the theory
(Kitchin and Tate, 2013).
For the present study which is on analysing the factor affecting consumer behaviour of
fine dinning restaurant in London such as Angelus, deductive approach has been used. It is used
because with the help of this, framed hypotheses can be tested by the scholar. As a result of it,
appropriate conclusion with regard to the present study can be drawn by the researcher.
3.3 Research strategy
Research strategy is the way that assist researcher with regard to carry out its research
upon particular research issue in an effectual way (Meaning of research study, 2015). In addition
to this, it can also be said that it is the general plan that assist researcher in giving answer to the
specific research question in a systematic way. The type of research strategy as being selected by
the scholar will be proved as effective if study contain clear objective as well as research
questions.
For the present dissertation, survey research strategy has been used. The given strategy is
applied because with the help of this appropriate answer to the framed research question can be
brought (Farrokhyar and et.al., 2014). In addition to this, with the help of given methods the
views and opinions of the selected sample of the study can be collected. Thus, through this way
the framed aims and objectives of study has been met. Furthermore, with the help of survey
technique researcher can ensure more accurate sample to gather the targeted result. Thus, the
given technique assist the researcher in terms of making an effectual decision with regard to the
present study.
3.4 Research purpose
It depicts the major reason behind conducting the researcher upon the specific topic in an
effectual way. It is important for the researcher that it must specify the purpose behind
conducting its study (Denzin and Lincoln, 2011). This is because, it is by complying with the
given type of activity only, researcher can set its direction towards the correct path. Thus, as the
result of it objectives of the study can be met by the scholar. Descriptive, exploratory and
explanatory are being regarded as three main type of research purpose.

Here, when researcher want to establish cause and effect relationship between two
different variables of the study at that time it will comply with the explanatory research design.
In the similar way, exploratory research design is used when researcher is more interested in
exploring all the aspects which are associated with the specific study (Bryman, 2012). For the
present study which is on analysing the factor affecting consumer behaviour of fine dinning
restaurant in London such as Angelus, descriptive research design has been used. The given
design is used because by using this researcher is able to direct its efforts with respect to improve
its knowledge and understanding regarding the issues of problem associated with the given
study.
3.5 Data collection
It is very important for the scholar that it must carry out its efforts with regard to collect
the data for its study from authenticate and appropriate sources. This is because, ineffective
selection with regard to data collection technique will lead to hamper the result of the study.
However, there are two different type of sources identified which are used by researcher
for the purpose to collect the data for its study. It consists of primary and secondary sources.
Both given sources possess their own pros and cons, but still they play very significant role in
achieving the aims and objectives of the study (Short and et.al., 2012).
For the current study which is based on the topic of analysing the factor affecting
consumer behaviour of fine dinning restaurant in London such as Angelus, both given sources of
data collection has been used. Here, with an aim to assemble the secondary data for the present
study sources such as books, online article, journal and company magazines has been used. By
suing the given method, researcher has set its direction. In the similar way, questionnaire has
been framed with an aim to collected the primary data of the study. The questionnaire framed for
the present study possess both open and close ended type of questions. The combination of such
questions are used with an aim to get appropriate result with regard to the given study. In
addition to this, the primary data for the present study has also being collected through face to
face interview.
3.6 Sample and Sampling method
Sample is the subset of whole population. Furthermore, it can also be said that sample is
the representative of whole population. For the scholar, it is impossible with regard to carry out
its study upon whole population of country, state and organization. Thus, it is reason why the

need of collecting the sample is being arises in front of the researcher. However, the
effectiveness of the collected sample will occur when it effectively represents the characteristic
of whole population.
On the other hand, the process which is used by the researcher with an aim to collect the
data for the present study is being called by the name of sampling. In this regard, there are two
basic methods of selected sample identified and it is called by the name of probabilistic and non
probabilistic sampling (Denzin and Lincoln, 2011).
For this dissertation, probabilistic method has been used wherein the data has been
collected by the researcher by using random sampling approach. The given method is used
because it gives each individual in population an equal chance of being selected as the sample. In
accordance with the given context, 10 ten restaurant managers, 10 chefs and 100 customers of
Angelus are selected as the sample of the given study.
3.7 Data analysis
It is very important for the researcher that it must suitable technique with an aim to
analyse the collected data of own study. The present study possess both quantitative and
qualitative approach. Thus, with an aim to analyse the qualitative data of the present study which
is based on the topic of analysing the factor affecting consumer behaviour of fine dinning
restaurant in London such as Angelus, the technique such as thematic analysis has been used. In
this approach, data has been analysed by preparing themes. In the similar way, for the purpose to
analyse the quantitative data of the present study, the tool such as SPSS has been used. (Bryman,
2012)
3.8 Ethical consideration
There are number of ethical aspects needs to be consider by scholar while carrying out its
study or research upon specific topic. However, if not consider by the scholar at that time it will
become difficult for it with respect to draw an effective conclusion for the study. There are
number of ethical aspects has been considered by researcher while performing the study upon
present topic. The detailed explanation of the same is depicted in below: Confidentiality: Here, researcher has directed its efforts with regard to maintain the
confidentiality of the data which is being collected by it. Thus, with an aim to perform the
same researcher has made the efforts of securing the collected data for the present study

through password. Furthermore, it is by complying with the given type of activity only
confidence of scholar can be gained (Kitchin and Tate, 2013).
 Prior approval: While collecting data for the study, researcher has taken prior approval
from all the respective individuals. Furthermore, the researcher has also made the efforts
with regard to disclose the aims and objectives of the present study to the respective
sample.
3.9 Accessibility issue
Number of accessibility issues assessed that has been occurred while conducting the
study upon topic such as analysing the factor affecting consumer behaviour of fine dinning
restaurant in London such as Angelus. In the given study, assistance has also being taken from
the online article with an aim to assemble the data with regard to the present study. Here, while
taking the data from the online article one of the most significant issue which is being faced by
researcher is related to website access (Short and et.al., 2012). There are some websites
demanding for log in ID and Password. Thus, for the researcher it has become difficult with
regard to get the access of given website in an effective way. Busy schedule of restaurant
manager is being regarded as another accessibility issue of the particular study. Due to this issue,
researcher has faced difficulty of getting the answer with regard to the framed questions from the
selected sample of the study.

CHAPTER 4: RESULT, ANALYSIS AND DISCUSSION
4.0 Introduction
In the given section, researcher make efforts with regard to analyse and evaluate the data
which is being assembled by it. Here, in this part of dissertation scholar make use of number of
data analysis tools and techniques and with the help of these techniques an effective conclusion
with respect to the present study which is on analysing the factor affecting consumer behaviour
of fine dinning restaurant in London such as Angelus can be drawn. In the given section, SPSS
approach has been used with an aim to analyse the quantitative aspect of the study. In the similar
way, themes are prepared for the purpose to evaluate the qualitative data associated with the
present study.
4.1 Thematic analysis for interview question
The interview with respect to the present study is conducted with the Angelus restaurant
managers and chefs. Thus, in order to analyse their views and opinions following themes are
prepared.
Theme 1 Factors which influence customers towards your firm
On conducting interview with the restaurant managers and chef, at that time they had
given information regarding the number of factors which influence their customer with regard to
use the services of enterprise in an effective way. Here, majority of individuals have said that the
ambience of hotel plays very effective role in terms of attracting large number of buyers towards
corporation. The restaurant manager personally believes that for the customers it is very difficult
with regard to get such type of royal and luxury environment in any other hotel or restaurant.
In addition to this, they also believe that the type and quality of food as being offered by
the firm is being regarded as another factor which influence their customer behaviour and as the
result of they will get attracted towards the fine dinning restaurant. Here, many of the chef as
well as restaurant manager of Angelus had revealed that the food menu which they offered will
not being found out by the customer in any other casual restaurant. In this regard, it has been
seen that fine dinning restaurant is famous for its unique and special menu. Thus, with an aim to
get experience of such menu, buyers get attracted towards the firm.
Furthermore, the respondents had also said that their buyers also consider the hygiene and
cleanliness related factor and it is due to the presence of this aspect they prefer to use the services
of fine dinning restaurant like Angelus.

Findings: From the given theme, it has been identified that the ambience, cleanliness and food
menu which firm offers plays very critical role in terms of attracting of influencing large number
of buyers towards the corporation.
Theme 2 Basic difference exist between casual and fine dinning restaurant
By asking the given question, researcher want to explore the major difference which exist
between the casual and fine dinning restaurant. Thus, by assessing the given difference,
researcher can assess the factors which influence the behaviour of buyers in an effective way. In
accordance with the given context, on conducting interview it has been assessed by the
researcher that price as well as atmosphere of restaurant are being regarded as the major factors
which create difference between casual and fine dinning restaurant. Here, many of the
respondents have said that the prices which fine dinning restaurant charged are higher than
casual dinning restaurant. It is because the amenities and facilities which fine dinning restaurant
provides cannot be found out in any other firms.
In this context, respondents had said that Angelus offers unique menu to its customers.
However, they had also said that casual dinning restaurant does not offer unique and different
menu to its buyers. Thus, in order to get the experience of different type of food, customer prefer
to opt for fine dinning restaurant. In addition to this, the respondents had also said that casual and
fine dinning restaurant differs because their ambience. Here, respondents had said that casual
restaurant offers more of family like environment. However, fine dinning restaurant offers more
formalized environment where customers have to behave in a formal way.
Findings: From the given theme it has been found out that prices charged for the services and
environment which firm possess are being regarded as the major factor which creates difference
between casual and fine dinning restaurant.
Theme 3 Ways to boost the sales of Angelus
In the given question, researcher wants to assess the viewpoints of restaurant manager
and chef regarding the ways of boosting the sales of cited firm in an effective way. In accordance
with the given context, on asking the given question majority of respondents had said that
Angelus can boost its sales if it performs some kind of changes in its existing fine dinning
restaurant. Here, respondents had said that Angelus must make efforts with regard to reduce the
prices upon the food which is being offered by the organisation.

This is because, through this way firm can attract such type of buyers who want to use the
services of fine dinning restaurant, but fails in doing so because of the high prices. Here,
managers had recommended that the prices of fine dinning restaurant can be reduced if some
kind of small changes will be performed within firm such as reducing the number of employees
and carrying out control over the wastages of food etc. Through this way, organisation can
perform changes in the behaviour of those buyers which are more price sensitive in nature. In
addition to this, some managers had said that by developing necessary skills among them fine
dinning restaurant can raise its sales.
Findings : From the given theme it has been found out that by developing necessary skills
among workers as well as carrying out the measures with respect to control the prices of the
product, organisation such as Angelus can boost its sales.
Theme 4 Food offered in fine dinning restaurant is different from the casual dinning
Food as being offered by the fine dinning restaurant plays very crucial role in boosting
the sales of enterprise. On asking the given question, scholar want to assess that why food as
being offered by Angelus differs from casual dinning restaurant. In this regard, many of the
respondents had said that food menu which Angelus offers cannot be found out by the customers
in any other restaurant. This is because, fine dinning restaurant have speciality that they prepare
and invent new dishes by using such type of ingredients which has not being used by any other
firm. In addition to this, they also perform inventions in their food menu on regular basis.
However, the respondents had said that the food which casual dinning firm offers can be found
out in any other restaurants. Furthermore, casual dinning firm do not perform any kind of
invention on their food menu as they prefer to make their food in a simple and traditional style.
Findings In the given theme it has been found out that fine dinning restaurant such as Angelus
offers unique food to its buyers. Thus, through this way only it has developed the difference
between casual and fine dinning restaurant.
Theme 5 Angelus style of serving and preparing food influence the buyers most
In the given theme, researcher wants to assess that weather Angelus style of serving and
preparing food influence its buyers most or not. In this respect, majority of buyers had given
positive response towards the asked question. This entail that the style of serving and preparing
food as being used by Angelus is effective as it attracts buyers with regard to use the services of
firm. Here, the respondents had also revealed that being the fine dinning restaurants they use

more contemporary style of serving food to the buyers. Here, it is by complying with the given
type of activity only Angelus influence its buyers with respect to again use the services of
corporation in an effective way. However, there are some respondents had given negative
response with regard to the given statement. This is because, they believe that customers are
attracted towards the firm because of their environment and ambience.
Findings: From the given theme it has been identified that fine dining restaurant style of serving
food influence its buyers most.
Theme 6 Angelus comply with all the food quality standards
In the given question, scholar want to assess that whether Angelus follows all food
quality standards or not. Herein, it is assessed that the fine dinning restaurant follows all the food
quality standards with an aim to enhance the quality of food which is being offered by
corporation. The respondents had entailed that it is with the help of given type of standards only
firm is able to carry out its efforts with regard to offer high quality of goods and services to its
respective buyers.
Findings: Thus, it has been found out from the given theme that Angelus maintains quality of its
food by following all the food quality standards.
4.2 Quantitative analysis
In the given section, the given hypothesis has been tested by using SPSS tool. Here, with
an aim to test the below mentioned hypothesis one way ANNOVA test has been applied. The
detailed description regarding the same is depicted in below:
Hypothesis 1
H0 (Null hypothesis) : Customers are not shifting from fine dining to fast foods and casual
dining due to high-priced menus and recipes.
H1 (Alternative hypothesis): Customers are shifting from fine dining to fast foods and casual dining due to
high-priced menus and recipes.
ANOVA
Do you believe that prices is the major factor which restrict you with regard
to again use the goods and services of organization?
Sum of
Squares
df Mean Square F Sig.
Between
Groups 2.619 3 .873 3.828 .012
Within Groups 21.891 96 .228

Total 24.510 99
Hypothesis 1: From the above ANNOVA table it can be interpreted that null hypothesis is
rejected and alternative hypothesis is accepted.
Interpretation: From the given test, it can be stated that the ideal significance value of ANNOVA
is 0.05. However, by applying test the significance value obtained is .012. Here, null hypothesis
is accepted when the significance value obtained through test will be more than the ideal value
which is of 0.05. Thus, from the given theme it can be interpreted that customers are shifting
from fine dining to fast foods and casual dining due to high-priced menus and recipes. Thus, it is
right to said that price is being regarded as the major factor which resists the buyers for not using
the services of corporation on constant biases. Thus, it is essential for the fine dinning restaurant
that it must take significant measure with regard to the given factors. This is because, it is by
complying with the given type of activity only firm can perform necessary improvements in their
sales and profitability related condition.
Hypothesis 2
H0 (Null hypothesis) : Fine dining has not been replaced by new restaurant styles of service
H1 (Alternative hypothesis): Fine dining has been replaced by new restaurant styles of
service
ANOVA
Are you satisfied with the services as being given by Angelus?
Sum of
Squares
df Mean Square F Sig.
Between
Groups .862 4 .216 .849 .498
Within Groups 24.128 95 .254
Total 24.990 99
Hypothesis 2: From the above ANNOVA table it can be interpreted that null hypothesis is
rejected and alternative hypothesis is accepted.
Interpretation: From the above test it can be stated that null hypothesis is accepted and
alternative is rejected. Thus, it can be stated that the fine dinning restaurant do not possess any
kind of replacement. This hypothesis is accepted because here buyers believe that the quality of
food as well as ambiance as being offered by the fine dinning restaurant such as Angelus cannot

be found out by them in any other restaurant. Thus, it is due to the presence of given aspect the
respondents were positively responding towards the null hypothesis. However, there is a very
moderate difference is being identified between ideal and assessed significance value. Thus, it is
right to said that fine dinning restaurant can be replaced with new style of restaurant services.
4.3 Correlation
With an aim to establish the correlation between two variables with regard to the present
study which is on analysing the factor affecting the consumer behaviour of fine dinning
restaurant in London such as Angelus, the given tests is applied. The result obtained through the
application of given test is depicted in below:
Question 7 and 8
Correlations
Do you follow
the dress code
of the
restaurant?
Are you
satisfied with
the above
mention rule of
the company?
Do you follow the dress
code of the restaurant?
Pearson Correlation 1 .096
Sig. (2-tailed) .340
N 100 100
Are you satisfied with
the above mention rule
of the company?
Pearson Correlation .096 1
Sig. (2-tailed) .340
N 100 100
Interpretation: The correlation value obtained for the above mentioned question is .096.
From the above table it can be interpreted that there is low correlation identified between
satisfaction level of customers and rule as being framed by fine dinning restaurant. This is
because, the buyers of cited firm are not satisfied with the rule relating to the dress code as being
framed by the fine dinning restaurant. In this context, it has been identified that while going out
for lunch and dinner, customer always expect that they will not face any kind of boundation in
the form of dress code. Thus, it is the reason why there is not much relationship is being
identified between the given two variables.
Question 4 and 5

Correlations
According to
you, what are
the major
factors which
attract you
most with
regard to use
the services of
Angelus?
Do you believe
that Ambience
is the major
factor which
influence you
most with
regard to use
the goods and
services of
organization?
According to you, what
are the major factors
which attract you most
with regard to use the
services of Angelus?
Pearson Correlation 1 .217*
Sig. (2-tailed) .030
N 100 100
Do you believe that
Ambience is the major
factor which influence
you most with regard to
use the goods and
services of organization?
Pearson Correlation .217* 1
Sig. (2-tailed) .030
N 100 100
*. Correlation is significant at the 0.05 level (2-tailed).
Interpretation: The correlation value which is obtained in the given question is .217.
This thing depicts that there is a very moderate relationship is being identified between
mentioned two questions. Thus, it can be concluded that the ambiance of fine dinning restaurant
plays very crucial role in terms of attracting the large number of buyers towards the services. In
this context, it has been identified that the fine dinning restaurant has very formal ambiance
wherein customer have to follow different type of rules and regulations while using the services
of firm. This thing causes dissatisfaction among buyers. Due to this, sales and profits of the

company is impacted in a negative way. In addition to this, ambiance is not the only factor which
attracts customer towards the fine dinning restaurant. It is due to the presence of given aspect
only, there is a moderate relationship is being identified between the above mentioned question.
Question 4 and 6
Correlations
According to
you, what are
the major
factors which
attract you
most with
regard to use
the services of
Angelus?
Do you believe
that Hygeine
and cleanliness
is another the
major factor
which
influence you
most with
regard to use
the goods and
services of
According to you, what
are the major factors
which attract you most
with regard to use the
services of Angelus?
Pearson Correlation 1 .023
Sig. (2-tailed) .818
N 100 100
Do you believe that
Hygeine and cleanliness
is another the major
factor which influence
you most with regard to
use the goods and
services of
Pearson Correlation .023 1
Sig. (2-tailed) .818
N 100 100
Interpretation: From the above theme it can be interpreted that there is a very low
correlation assessed between above given question. This thing depicts that hygiene and

cleanliness related factor of fine dinning restaurant do plays very crucial role in terms of
attracting the large number of enterprise towards the firm. But, the low correlation between given
two question also entail that there are some other factor also which plays very significant role in
terms of attracting the buyers towards the restaurant.
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
5.1 Introduction
It is the last chapter of dissertation but it plays very critical role for the researcher who is
conducting its study upon the specific topic. The given section revels that whether the aims and
objectives of the study are met or not.
5.2 Conclusion
Articulating all the facts and figure from the whole dissertation, it can be concluded that
there are number of factors identified which are playing very significant role in terms of
influencing the behaviour of buyers in an effective way. In this regard, from the present study
which is on analysing the factor affecting the consumer behaviour of fine dinning restaurant in
London such as Angelus, it can be concluded that the ambience of hotel and the quality of food
are being regarded as the two major factor which influence buyers with regard to use the services
of firm on regular and continuous basis.
Besides this, there are some negative factors are also identified from the above study
which restrict buyers for not using the services of fine dinning restaurant like Angelus. It consists
of high prices of services and strict rules and regulations of company. These factors may creates
threats for the company. The basic threat which firm would face due to the presence of given
factor is relating to significant decline in the sales and profits of firm. The sales and profitability
related condition of company largely depends upon the satisfaction level of buyers. In this
context, it is assessed that the prices as being charged by the firm influence the satisfaction level
of buyers.
In addition to this, from the present study it has also being identified that there is a
significant difference exist between casual and fine dinning restaurant. Here, the basis difference
that occur between both type of restaurant is due to the price as well as environment. Here,
casual dinning restaurant provides more of family like environment. However, in comparison to
this fine dinning restaurant possess more of formalized environment. Furthermore, it has also
being identified that price is being regarded as the major factor which is influencing buyers with

regard to shift from fine dinning restaurant to casual dinning. The factor such as price influence
the activity of many buyers. This is because, while getting services from any firm buyers give
first preference to the pricing related factor. In this context, if given option at that time they
always prefer to use the services of enterprise which can be availed by them at cost effective
prices. Furthermore, the Angelus offers high quality of foods and services to its buyers and it is
through this way only firm make efforts with regard to change the behaviour of its buyers in an
effective manner. Overall, it can be said that it is essential for firm that it must consider different
type of factors in order to influence the behaviour of buyers. Here, on the basis of assessed
factors firm must perform changes in its existing services. It is by complying with the given type
of activity only corporation can perform improvement in their sales and profits.
5.3 Recommendations
As it is seen that Angelus a fine dinning restaurant has been serving their customer with
etiquette and look forward to maintaining this level of servings in near future. For meeting the
desired perspective it needs to assure that there level of services are of utmost quality. Restaurant
servers must be trained enough to provide an enjoyable dining experience to their customers. The
presentation and timing of order served must be taken up for extra care.
The restaurant with an urge to become more likable among the elite class of groups, it
should emphasize on maintaining a premium pricing strategy for their serves. This aspect can be
assured by keeping an updated information of the customer spending which help it in keeping its
menu pricing high.
Considering the fact that the hotel focus on attracting high edged class of customers, still
it must not make their judgments on the basis of customers dressing sense. The ones capability to
afford to sit in the hotel must not be mistaken with one's personality. There rules must be made
more lenient in reference to what dress code is being followed by their customers. Their aim
must be to satisfy their customers rather than procuring their dissent. This might reflect a
negative impression on the outsiders. Thus, the restaurant must provide the freedom to its
customers to express its own set of clothes for visiting their restaurant.
The next recommendation would be for incorporation of inter-continental food in its
restaurant. The hotel must look upon including Mexican, Arabic, Italian, Chines and any such
popular cuisines in its menu. This will help Angelus to expand its customer base realizing more
revenues and sales for them.

The customer feedback can be sought in special way to improve on the restaurant
strengths and analyze the weaknesses that hinder in their path of success. Through this feedback
the restaurant can collect information about the growing expectation of customers from them and
also the taste and preferences they perceive from them.
A light music or orchestra can be recruited in your restaurant to enhance the ambiance of
restaurant and to make their customers entertained during the period of order placing and order
being served to them.
All these recommendations can help in enhancing the quality of restaurants and result in
dropping in a good impression on their customers. Angelus can sustain its strong footstep in this
business.

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QUESTIONNAIRE
Questionnaire for Angelus customers
Demographic information
Name:
Age:
Gender:
Q1. How often you are using the services of Angelus?
 0-1 year
 2-4 year
 5-6 year
 More than 6 years.
Q2. Are you satisfied with the services as being given by Angelus?
 Yes
 No
Q3. Do you believe that high quality food as being offered by Angelus influence you more with
regard to gain use the goods and services of the enterprise?
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
Q4. According to you, what are the major factors which attract you most with regard to use the
services of Angelus?
 Price
 Ambience
 Quality of food
 Hygeine and cleanliness
Q5. Do you believe that Ambience is the major factor which influence you most with regard to
use the goods and services of organization?
 Yes
 No

Q6. Do you believe that Hygeine and cleanliness is another the major factor which influence you
most with regard to use the goods and services of organization?
 Yes
 No
Q7. Do you follow the dress code of the restaurant?
 Yes
 No
Q8. Are you satisfied with the above mention rule of the company?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
Q9. Do you believe that prices is the major factor which restrict you with regard to again use the
goods and services of Angelus?
 Yes
 No
Q10. How often do you prefer to use the services of fine dinning restaurant?
 Daily
 Once in a week
 Once in a month
 Once in a year
Q11. Suggest you recommendations with regard to improve the services of Angelus?
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Interview questions for Angelus restaurant managers and chefs
Q1. According to you, what are factors which influence customers towards your firm?
Q2. What is the basic difference exist between casual and fine dinning restaurant?
Q3. What recommendations would you give with an aim to boost the sales of Angelus?
Q4. How food offered in fine dinning restaurant is different from the casual dinning?

Q5. Do you believe that Angelus style of serving and preparing food influence the buyers most?
Q6. Did Angelus follows all food quality standards?