STRM059: Multi-Cuisine Restaurant Business Research Project Delhi

This business research project, STRM059, investigates the viability of opening a multi-cuisine restaurant in Delhi, India. It includes an introduction outlining the project's aims and objectives, such as understanding business viability, analyzing customer influx, understanding competitor forces, and understanding macroeconomic factors. The project scope encompasses a macro-environmental analysis, industry competitive factor analysis, market segmentation, and customer analysis. The literature review covers background information on India, external market analysis using SLEPT analysis, internal market analysis using Porter’s Five Forces, market segmentation, and customer analysis. The process section details the research philosophy, approach, design, method, sampling techniques, data collection methods, data analysis methods, ethical considerations, and limitations. The discussion and evaluation section assesses the normality, validity, and reliability of the collected data. Finally, the conclusion and recommendations section summarizes the findings and suggests strategies for establishing a successful restaurant in Delhi.

STRM059 Business Research Project
Opening of Multi-Cuisine Restaurant in
Delhi, India
THE UNIVERSITY OF NORTHAMPTON
NORTHAMPTON BUSINESS SCHOOL
Student Name: Student ID:
Subject Name: Subject ID:
Date Due: Professor Name:
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ACKNOWLEDGEMENTS
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Table of Contents
ACKNOWLEDGEMENTS.............................................................................................................2
Table of Figures...............................................................................................................................4
1.0 SECTION 1: INTRODUCTION...............................................................................................5
1.1 Project Aims and Objectives..................................................................................................5
1.2 Project Scope..........................................................................................................................6
1.3 Project Viability.....................................................................................................................6
1.4 Project Consultancy...............................................................................................................7
2.0 SECTION 2: LITERATURE REVIEW....................................................................................8
2.1 Background Information of India..........................................................................................8
2.2 External Market Analysis: SLEPT Analysis........................................................................11
2.3 Internal Market Analysis: Porter’s Five Force Analysis......................................................14
2.4 Market Segmentation...........................................................................................................16
2.5 Customer Analysis...............................................................................................................18
2.6 Literature Gap......................................................................................................................20
3.0 SECTION 3: PROCESS..........................................................................................................21
3.1 Chapter Introduction............................................................................................................21
3.2 Research Philosophy............................................................................................................21
3.3 Approach to the Research....................................................................................................22
3.4 Research Design...................................................................................................................22
3.5 Research Method..................................................................................................................23
3.6 Sampling and Related Techniques.......................................................................................25
3.7 Methods of Data Collection.................................................................................................25
3.8 Data Analysis Methods........................................................................................................26
3.9 Ethical considerations..........................................................................................................26
3.10 Limitations.........................................................................................................................26
4.0 SECTION 4: DISCUSSION AND EVALUATION...............................................................27
4.1 Normality of the factors.......................................................................................................27
4.2 Validity of the collected data...............................................................................................27
4.3 Reliability of the valid factors..............................................................................................28
4.4 Reporting of data..................................................................................................................28
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5.0 SECTION 5: CONCLUSION AND RECOMMENDATIONS..............................................45
6.0 SECTION 6: REFERENCES..................................................................................................47
APPENDICES...............................................................................................................................49
Appendix A................................................................................................................................49
Appendix B................................................................................................................................54
Questionnaire for the survey......................................................................................................54
Appendix C................................................................................................................................59
Appendix D................................................................................................................................62
Appendix E................................................................................................................................63
Appendix E................................................................................................................................66
Appendix F (Normal Q-Q plots and box plots of the factors)...................................................68
Table of Figures
Figure 1: SLEPT Analysis.........................................................................................................................13
Figure 2: Porter's Five Forces Analysis.....................................................................................................16
Figure 3: Market Segmentation.................................................................................................................18
Figure 4: Indian Consumer Foodservice....................................................................................................20
Figure 5: Distribution of the population....................................................................................................30
Figure 6: Percentage gender distribution...................................................................................................31
Figure 7: Percentage division for different age groups..............................................................................32
Figure 8: Percentage wise monthly frequency of eating outside................................................................33
Figure 9: Percentage of different outside eating timing.............................................................................34
Figure 10: Companion preference for outside eating.................................................................................35
Figure 11: Percentage wise food preference of respondents......................................................................36
Figure 12: Type of food preferred.............................................................................................................37
Figure 13: Money spent for eating outside in a month...............................................................................38
Figure 14: Money spent for eating outside at a time..................................................................................39
Figure 15: Percentage representation of choice of location for the food place...........................................40
Figure 16: Percentage division for preference for good food.....................................................................41
Figure 17: Percentage division for type of restaurants preferred by people...............................................42
Figure 18: Importance of ambience of the restaurant.................................................................................43
Figure 19:Attractive policies for a new restaurant.....................................................................................44
Figure 20: Percentage customer opinion on necessity of a new restaurant................................................45
Figure 21: Choice for type of new restaurant.............................................................................................45
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1.0 SECTION 1: INTRODUCTION
Catering and food business is booming globally with technological advent and
flourishing of the global tourism industry. Globalization has further enhanced taste buds of
individuals, who are now open to varied tastes from different corners of the world. The scope of
this project analyses business of a continental restaurant in Delhi region in India. Taste Bud's
Eatery will be a 60 situate fine-eating eatery with a 20 situate relax. It will be centred
aroundDelhioffering varied cuisines from all around the world. It will be situated in the blasting,
and quickly extending, precinct of Delhi.The region needs a warm and benevolent place with
magnificent sustenance. Taste Bud's Eatery will include a comfortable lounge area and a rich
parlour(Solomon et al, 2014). The parlour has comfortable love seats and antique love seats with
a delicately lit bar. It will be the ideal place to stop in for some food, for a drink or for an
independent venture meeting. For additional solace and to satisfy an expansive gathering of
individuals we will make up exceptional hors d' oeuvre platters for clients.
1.1 Project Aims and Objectives
The project will have the following aims and objectives, which will need to be satisfied for
attaining its goals. Project Aim 1:To understand viability of the business
 Project Aim 2:To analyse customer influx relative to the business Project Aim 3:To understand competitor’s forces acting on the business Project Aim 4:To understand macroeconomic factors playing role in the business
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1.2 Project Scope
The restaurant will be established post studying and analysing its business viability.
While understanding business scope for the project, a brief analysis of macro-environmental
factors that will be acting on the business will be analysed. While establishing a business in
India, it becomes crucial to understand macro-environmental forces that will be acting on the
business(Smith, 2015). Moreover, an analysis of industry competitive factors also needs to be
understood prior to establishment of the business, such that it can devise strategies according.
Post understanding of the external factors, market segmentation along with customer analysis
will be undertaken for the purpose of the business.
1.3 Project Viability
The business ownershave a long time of involvement in the providing food business and
comprehend what a vital customer needs and needs. With a vast Global menu for clients to
choose from and the restaurant can offer full cooking administration giving everything from
table settings to the sweet. It has been envision our aggregate deals distribution to be 85% eatery
deals and 15% providing food deals. The consolidated cost of offers will be 33% creating a gross
benefit of 67% on add up to deals. The project through its literature review will analyse several
journals and materials in order to understand viability of the business. Consolidating these
journals and articles a framework will be developed for collection of data and then testing it
across statistical platforms. A SPSS data analysis will be conducted for data collected in order to
test for business viability and its establishment in the market.
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1.4 Project Consultancy
The project will take guidance from internet sources, books in the library, journals and
company magazines. The scholar will aim at encompassing major information sources from
collecting secondary information available across various platforms. All information regarding
similar restaurant establishment will be collected over a prolonged period of a month, such that
varied sources can be attended. However, the project will not aim at taking any outside
management consultation or aid from any other source.
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2.0 SECTION 2: LITERATURE REVIEW
A background information and framework is needed for the purpose of building any
study. Search for background information is termed as literature review of relevant sources,
which has been undertaken in this study as well. There are various books, journals, company
reviews and other relevant materials that have been searched for the purpose of this study. The
literature review section has been sub-divided into various smaller sections for the sake of
simplification. According to the literature review developed data will be collected and analysed
to arrive at detailed understanding regarding viability of the project of establishing restaurant in
Delhi.
2.1 Background Information of India
India is a developing country and is termed as one of the fastest growing service sector in
the BRICKS summit. India with its robust population and new initiative for ‘Make in India’ is
undergoing tremendous transformation. With development and rapid investment into service
sector, there has been a propensity to consume food from restaurants. There are establishments of
several types that are coming up in the region as fine dining restaurants, fast food joints, catering
services as home deliveries and many other business models are emerging(Taylor, Bogdan&
DeVault, 2015). There are multiple Apps that have established their businesses in India as world
famous Food Panda, Indian Zomato and Swiggy. Analysis of development of several restaurant
models is critical to understand which model is performing best in the country and within Delhi
region. Delhi being the capital of India has high population with regular influx of tourists from
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abroad as well as from within the country. Delhi can serve as an ideal location for the purpose of
setting up a fine-dining restaurant. Journal by Updhyay and Sharma (2014) evaluates culinary
preferences of foreign tourists in India (Updhyay& Sharma, 2014). This article provides useful
information for highlighting the various menu preferences that exists amongst foreign
individuals visiting the country. Foreign individuals comprising of ambassadors, expatriates and
tourists prefer eating mostly at fine-dining restaurants that offers multi-cuisine food.
Pantelidis(2010) offers useful insights into food and menu preferences amongst diners
who prefer eating out(Pantelidis, 2010). The journal incorporates a comprehensive understanding
related to varied food choices that are offered across restaurants in Delhi and some of the most
preferred choices. Though traditional road side “Dhabas” serving local cuisines have recorded
maximum amounts of sales yet multi-cuisine restaurants have recorded steady amount of sales in
the last fiscal years. Gaining insight into the menu, it has been decided that it will be propelled
from various nations' claims to fame and advance to a different customer base. Customers can
get Swedish fortes like herring, gravlax and meatballs, or can order somewhat more Global and
pick a red curry chicken with basmati rice, or an Asian flame broiled shrimp with spinach, tofu
and dark bean sauce. There will likewise have an extraordinary pasta dish course each day in
addition to the 'all American supper, for example, grill meat ribs and prepared beans. Including
quality will be a fascinating business lunch menu with claims to fame consistently. The menu
will change each 3-4 months however keep the top picks. Costs will be aggressive with other
upscale eateries in the zone. Be that as it may, it is the technique of Taste Bud's Eatery to give a
view of higher incentive than its rivals, through its sustenance, administration and stimulation.
Namkung and Jang (2008) identified the several quality related factors that are integral to
maintain customers influx. Due to high population in Delhi region, there will be continuous
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influx of customers but for repeated purchase there needs to certain quality maintained. The
Food Safety and Authority of India provide certain standards related to serving of food that is
binding upon restaurants to follow. Ryu, Lee and Gon Kim (2012) incorporate factors other than
quality of food that are integral for restaurants to maintain (Ryu, Lee &Gon Kim, 2012). The
article examines quality of the physical environment, food, and service on restaurant image that
impacts customer perceived value, customer satisfaction, and behavioural intentions. The eatery
will be open seven days seven days. It will offer exceptional topic evenings to pull in new clients
to Taste Buds. The eatery will be fine eating in a comfortable climate. Warm hues, new blooms,
delicate music, candles and astounding work of art from a portion of the territories will decorate
the place by most striking new specialists. This will add to a feeling of group and allow new
specialists to demonstrate their work for an assorted customer base. Amid the bustling summer
months one can likewise sit outside on our porch and we will offer a unique summer menu,
including lighter passage, fascinating beverages, and in addition non-alcoholic offerings. The
yard and garden setting will be a fun and easy-going climate for the late spring swarm.
Ali and Nath(2013)analyses factors that affect consumers' eating-out choices in India,
having implications for the restaurant industry (Ali &Nath, 2013). From this article it has been
analysed that factors apart from good and high quality food greatly impacts customer choices for
deciding on a restaurant. For the current restaurant it has been decided that the administration
will be casual, amicable and rectify. The management will enlist the best individuals accessible,
preparing, spurring and support them, and consequently holding the friendliest most productive
staff conceivable. Our administration group will include people, whose foundations comprise of
50 years involvement in nourishment, eatery and lodging, providing food, administration, back,
advertising, craftsmanship and films.
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2.2 External Market Analysis: SLEPT Analysis
India, known as the Republic of India, is the seventh biggest nation by region, and the
second most crowded on the planet with in excess of 1.2 billion individuals. Accomplishing
autonomy in 1947, the South Asian nation is known for its social assorted variety and is likewise
among the world's driving vote based nations. For as far back as decade or thereabouts, India has
been encountering a steady development in its Gross domestic product, alongside a constant
development of advancement from 1991 till date. The nation has likewise been opening its ways
to draw in speculators and remote organizations to additionally advance development. In order to
demonstrate signs of improvement comprehension of the business condition in India, a SLEPT
examination of India is conducted. SLEPT is an abbreviated form for social, legal, economic,
political and technological factors.
Social Factors: The social variables allude to any adjustments in patterns which would affect a
business situation. For example, the ascent in India's maturing populace is bringing about a
significant ascent in annuity expenses and increment in the work of more established specialists.
India has a populace of in excess of 1.2 billion individuals with around 70% between the ages of
15 and 65. Consequently, there are structures with rates as indicated by age. These structures
contain changing adaptability, in instruction, work demeanours, wage appropriation, et cetera.
Legal and Environmental Factors: In the current past, various legitimate changes have been
executed in India, for example, reusing, the lowest pay permitted by law increment and handicap
segregation, which has straightforwardly influenced organizations there. Be that as it may, with
regards to condition, the nature of air in India has been unfavourably influenced by
industrialization and urbanization, likewise bringing about medical issues. Subsequently, there
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have been foundations of ecological weight gatherings, commotion controls, and directions on
squander control and transfer.
Economic Factors:
Bawa et al. (2010) examined the economy of India has been fundamentally steady, since
the presentation of the industrial change approaches in 1991 (Bawa et al., 2010).Agrawal and
Khan (2011) analysed that according to the strategy, decreases in mechanical permitting,
advancement of remote capital, development of FIBP et cetera, has brought about a steady
change of India's financial condition(Agrawal & Khan, 2011). The nation enrolled a Gross
domestic product of INR 296.74 trillion out of 2013 after a further enhanced Gross domestic
product development rate of 5% out of 2014 when contrasted with 4.35% out of 2013. Currently
with the initiative of “Make in India’ several new establishments are coming up. With increasing
number of service class further propensity to spend amongst the young democratic age is
increasing significantly, which make restaurant business a viable and feasible operation to be set
up.
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Figure 1: SLEPT Analysis
Political Factors:
Bayley (2015)proposed that being one of the biggest vote based systems on the planet,
India keeps running on an elected type of government Bayley (2015). The political condition is
significantly impacted by variables, for example, government's strategies, lawmaker's interests,
and the belief systems of a few political gatherings.
Clapp and Dauvergne (2011) examined the business condition in India is influenced by
multivariate political elements (Clapp & Dauvergne, 2011). The tax collection framework is all
around created and a few charges, for example, wage assess, administrations duty and deals
charge are forced by the Association Government. Different duties, for example, octroi and
utilities, are dealt with by neighbourhood bodies. Privatization is likewise affected and the
legislature supports free business through an assortment of projects.
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Technological Factors:
Innovation fundamentally impacts item advancement and furthermore presents new cost-
cutting procedures. India is presented with both 3G and 4G innovation which has encouraged a
few of their mechanical undertakings. Besides, the nation additionally has one of the most
grounded IT segments on the planet, advancing steady IT improvement, programming redesigns
and other mechanical progressions. As of late, India has likewise endeavoured to dispatch their
satellites into space.
2.3 Internal Market Analysis: Porter’s Five Force Analysis
A model for industry examination is best undertaken by means of Porter’s five forces
analysis as suggested by Michael Porter (Porter, 2008). The model examines market from five
types of relevant forces as industry rivalry, bargaining power of buyers, threat from new entrants,
bargaining power of suppliers, and threat from substitute products. These relevant forces
examination can reveal the various challenges that the new eatery will face in the Delhi market in
India.
Bargaining power of suppliers: Porter (2011) examined bargaining power of suppliers
being an integral factor that might pose threat to any type of business (Porter,2011). In Delhi
restaurant industry requires a number of suppliers as meat suppliers, water, spices, and other raw
materials necessary for processing raw materials into finished materials. With considerable
number of restaurants present in the area suppliers have significant amount of businesses.
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Moreover, the raw materials needed by the business will be considered in the niche segment that
has high prices. Hence, the restaurant will have select few suppliers who will be capable of
catering to raw materials to the restaurant. The current business will face significant challenges
from its suppliers and will not be able to reduce cost of products. Bargaining power of suppliers
will be considerably high in this market.
Bargaining power of buyers: In Delhi, India there are a large number of restaurants
present that offers versatile number of cuisine choices. Buyers have large number of restaurants
to select from. They have cuisines present from various Indian cuisines which offer buyers large
number of choices. There are number of choices in prices as well varying from lower prices to
higher prices menu. Thus, there is significant amount of bargaining power that is exerted by
consumers in the market. Therefore, the restaurant is bound to face significant bargaining powers
from consumers.
Figure 2: Porter's Five Forces Analysis
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Industry Rivalry:Porter and Heppelmann (2014) analyzed industry rivalry being an integral
factor by which a company is able to conduct its business in the market. Due to presence of large
number of competitors in the market, industry rivalry can be considered to be very high. There is
presence of large number of traditional cuisine restaurants, well-branded restaurants, road sided
shops and a number of other types of restaurants competing with each other impacting significant
amounts of rivalry. Therefore, it can be understood that industry rivalry that will be impacted on
the restaurant will be high. Hence, the restaurant will take comparative amount of time to build
their brand name in the market.
Threat from new entrants: Setting up restaurants in Delhi that offers dining facility is requires
considerable amounts of investments. A company needs to obtain trade license and other
necessary documentation for the purpose of getting the restaurant in functioning condition.
Though establishing a small eatery is considerably low, setting dining multi-cuisine restaurant
has a large number of factors that need consideration. Therefore, it can be said that threat from
new entrants is significantly low.
Threat from Substitute products: Substitute product in the market includes home delivery
options, packaged food products or home cooking. Due to the vast population spread in the city
and rapid expansion of city limits, this threat can be considered to be significantly low. Though
there exists threats from substitute products but consumer making such choices are varied
compared to those who prefer dining facilities.
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2.4 Market Segmentation
In order to cater to any market, it becomes critical to understand market segment that one
is catering to. Appropriate market segmentation will allow the company understand their target
customer group in a better manner and hence cater to them accordingly(Aaker, Kumar & Day,
2008). Market segmentation can be understood in a number of ways through segmentation of
geography, psychographic, behavioural and democratic manner as analysed below;
Geographic Segmentation: The restaurant offering dining facility in Delhi area will cater
to that market only. Geographic based segmentation for food business allows catering to greater
areas by encompassing deliveries as well. However, the restaurant being set up newly will aim at
catering to limited areas only to avoid taking longer times for delivery or to reduce food quality
that need to be catered to it.
Psychographic Segmentation: Psychographic based segmentation allows catering to a
particular mind-set of customers, who prefer dining out (Baker & Hart, 2008). There are versatile
food outlets in the city, based on consumer choices only. Consumers that prefer taking food
deliveries are separate, compared to consumers who prefer dining outside, there are other types
of customers, who prefers like to take packaged food back home and those who likes eating on
the go. The restaurant need to target those consumers specifically who likes to dine outside.
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Figure 3: Market Segmentation
Behavioural Segmentation: Behaviour based segmentation allows understanding
decision based criteria which consumer’s undertake while selecting restaurants. For multi-cuisine
types of restaurant customers, who prefers eating varied types of food will be mainly
targeted(Armstrong et al, 2015). Customer data analysis will reveal percentage consumers that
have food preference in oriental and multi-cuisine food, they will specifically be targeted.
Demographic Segmentation: Demographic based segmentation allows analysis
according to age, gender and income status of consumers. Consumers who are young to middle
aged, between 25 years to 54 years of age will specifically be targeted for the restaurant. Both
genders male and female will be targeted for catering to food of this restaurant. Moreover,
income status from middle to high level income will be targeted at for this restaurant.
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2.5 Customer Analysis
More Indians are gradually warming up to eating in eateries, and not only for uncommon
events. Because of developing wages, urbanization and innovation's impact on utilization
propensities, foodservice deals in this nation of USD 1.3 billion are developing at around 10%
yearly (making it one of the quickest developing on the planet). This development is twofold the
rate expected for the substantially more develop U.S. eatery industry, and with a populace
fourfold the size(Jobber& Ellis-Chadwick, 2012.). On the whole, in the vicinity of 2013 and
2021, the Indian eatery showcase is anticipated to twofold.
For private value firms and worldwide eatery brands, India speaks to tremendous upside
potential, particularly as significant Centre East markets, which are experiencing quick
development now, approach immersion levels in the years to come. As the opposition in India
warms up, home-developed Indian administrators should raise their amusement in the event that
they need to remain in the race.
Numerous different powers are grinding away in making tremendous potential for
eateries in India. Its economy is among the quickest developing in the creating scene; the Global
Fiscal Reserve extends the nation's yearly Gross domestic product will increment by 7.4%
through 2017 and 2018 — more than twofold the world normal.
India is additionally one of the biggest customer advertises all around, and one of the
most youthful with over 45% of the populace under 25 years of age. For adolescents and
youthful grown-ups, eating out is a prevalent type of mingling, adding to the development of
different sections inside the extending market.
Discretionary cash flow is on the ascent; the informed white collar class is developing;
and as the nation develops more industrialized and bonds its notoriety for being an IT
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centrepoint, per capita pay stands to develop also. As per information from the financial analyst
Knowledge Unit, individual extra cash ought to become around 10.5% every year through 2020.
Figure 4: Indian Consumer Foodservice
Source: Euro meter
2.6 Literature Gap
Evaluating all literatures and relevant materials from several journals reflects a literature
gap existing. None of the literatures could indicate the exact area in which the restaurant needs to
be established. Therefore, a data search needs to be conducted in order to understand exact area
in which restaurant need to be set such that it will be able to establish its business in an easy
manner. Moreover, promotional techniques are not analysed that can cater to specific market
segments.
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3.0 SECTION 3: PROCESS
3.1 Chapter Introduction
One of the most decisive aspects related to any study is research methodology and thereby
requires special attention. Here, a detailed explanation of the research methodology that has been
adopted by the scholar to complete the study and meet all objectives has been expounded(Flick,
2015). It first defines research methodology’s various aspects and then moves on to provide a
reliable justification for adopting appropriate methods to complete this study.
3.2 Research Philosophy
A research philosophy is one that aids in determining the comprehensive structure of the
study easily by laying out its u underpinned aspects. The scholar has the freedom to choose from
any of the four given research philosophies including ontology, epistemology, axiology and
rhetoric research philosophy (Baker& Hart,2008). The ontology research philosophy is adopted
in studies where the researcher’s primary objective is to duplicate individual apprehension
regarding the truthful state of affairs and of realism. Epistemology research philosophy however
can be chosen by a scholar wherein the primary objective is to break down disposition and the
sequence of specific present on the correct area. Axiology research philosophy is used wherein
ethics and aesthetics is used by the researcher as the most important aspects for study. Rhetoric
research philosophy is adopted with the primary aim of thorough inspection of the problems and
the exploration of all the aspects that are correlated with it for understanding of results and to
form judgments. The scholar has adopted rhetoric research philosophy for the purpose of
conducting this study.
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3.3 Approach to the Research
The intellectual needs to make a decision regarding the adoption of inductive or
deductive approach and /or qualitative and quantitative approach, which forms a major part of
the research approach.
Deductive or Inductive research approach
The research approach that is based on deductive approach is where the application of
theories is used so as to derive results (Bergman, 2008). However, in an inductive study,
observations are first pursued, studied and then results are obtained that lead to the formation of
theories.
Qualitative and Quantitative Approach
Research approach that is based on quantitative techniques usually resorts to the utilization of
numbers that are then analyzed using mathematical or statistical tools. However, qualitative
research approach is where a subjective approach is used to undertake a reminiscent examination
so as to obtain explanations for the study. For the purpose of this study inductive approach with
quantitative approach of data collection and analysis has been adopted.
3.4 Research Design
One of the most important aspects associated to research methodology is the research
design as that is what determines the functionality and efficiency of methodology. This thereby
establishes the operational process of research (Gomm, 2008).
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Types of Research Design
There are four types of research design that an intellectual can choose from including
descriptive, exploratory, predictive and explanatory designs. The descriptive research design is
used in studies wherein detailed explanation of certain occurrences is required. The exploratory
design can be used by the intellectual in studies where there is deficiency of information and
thereby the same needs to be explored from varied sources to form concrete solutions.
Explanatory design is adopted where the primary objective is to settle down on the fundamental
associations that are shared by the variables under examination (Lewis, 2015). Predictive
research can be used where the explanatory research’s results are expounded to foresee
forthcoming occurrences.
3.5 Research Method
The tools that are used by an intellectual so as to gather data from primary sources with
the main aim of assisting research design and accomplishing the objectives of a research is
referred to as research methods. The numerous research methods which a researcher can adopt
have been explained below.
Research Tools
Interviews: The two types of personal interviews that a scholar can adopt are structured and
semi-structured interviews. When it comes to structured interviews, the interviewee would
behave as per the predefined codes that are determined by the interviewer (Neuman, 2013). This
thereby limits the flexibility of the interviewee. Semi-structured interviews on the other hand are
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flexible interviews where the conversation between the interviewee and the interviewer is
directed by sets of predefined behavior that isn’t controlled in any way.
Observation: There are two kinds of observation: participative and structured. Participative
observation is generally used in quantitative studies where the researcher is a part of a real set up
along with the other participants and then based on personal experiences, obtains information.
Structured observations are generally adopted in qualitative studies where the researcher’s
observations are recorded analytically on the basis of segments that are predefined.
Focus Groups: Here, the researcher generally forms a group consisting of a specified number of
people with the main aim of conductions discussions on a certain topic. At times of such
discussions, the intellectual would take notes of the outlook of each member and thereby
interpret results.
Questionnaires: Depending on the aim of the research and the type of study, the researcher can
opt for open-ended or close-ended questionnaires. Open-ended questionnaires are ones where the
respondents have the liberty to provide their own viewpoints without any restrictions. On the
other hand, close-ended questionnaire is one which lists down the questions with pre-defined
choices(Silverman, 2016). These are provided to sample respondents who can then make a
choice. In order to conduct this study data has been collected by providing questionnaire by
interview method. Each participant had been provided with a questionnaire then they were asked
to fill out the same along with certain questions being asked to them. Participants were briefed
regarding the aims of the research, which was to collect data and analyse them for understanding
their views of the food industry in Delhi.
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3.6 Sampling and Related Techniques
The process of selection of the sample that is regarded as an ideal depiction of the entire
population is referred to as sampling. Usually, a sample size is chosen for carrying out a
research. This is because taking the opinions of all is a practically impossible task. The derived
results are extrapolated thereby obtaining a resemblance with the opinion of the population. A
researcher does have the liberty to choose between probability sampling and non-probability
sampling procedures. Data for the purpose of this study had been collected from 100 participants
from varied types of locations in and around Delhi. First participants were briefed regarding the
tests aims and then they were handed over the questionnaire to provide answers relevant to the
same.
3.7 Methods of Data Collection
The primary and secondary sources are generally the two methods of collecting data.
Primary data is virgin data that is collected for meeting certain requirement of the research.
However, secondary data is one that has already been published and has been gathered from
sources like articles, journals, magazines, books, government periodicals, newsletters, internet
publications, and newspapers and so on. Though for the purpose of development, literature
sources of several secondary data and information had been used. However, those data merely
provided a brief outline for the study. But for the purpose of conducting the study, primary level
data was collected and analyzed such as to arrive at comprehensive results related to the same.
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3.8 Data Analysis Methods
For the analysis of data collected from questionnaires, frequency analysis as well as
mathematical and statistical tools has been utilized. Recording and analysing the data has been
done with SPSS data analysis software. Qualitative data procured through interview schedules
have been analyzed descriptively.
3.9 Ethical considerations
 It has been ensured that absolute no manhandling of the data has been initiated in any
form.
 Respondents are provided with the security of data provided through assurance of secrecy
and inscrutability.
 The purpose and aim of the research of the study was explained duly so as to ensure
lucidity of communication.
 Respondents participated through free consent and weren’t forced in any form.
 No biasness was practiced by the scholar in any form.
3.10 Limitations
This study is only limited by the fact that the size of the sample was small as compared to
the size of the population. This is why the sample can’t be regarded as a due representative of the
whole population. The study has been undertaken in India and offers opinions of people of
different origins. This is why there is difficulty in ensuring the universal applicability of the
results.
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STRM059 Business Research Project
4.0 SECTION 4: DISCUSSION AND EVALUATION
4.1 Normality of the factors
The factors were tested for normality using SPSS package environment and Shapiro-Wilk test
was exercised for the purpose. The results of the test have been provided in Appendix E. All the
independent factors were normally distributed with p value of zero. Hence the collected answers
were significantly normal in nature. The normal plots have been provided in Appendix F. The Q-
Q plots were scrutinized and the factors were found to be Gaussian in nature. The descriptive
values have been provided in Appendix D. It was noted that the variables or factors were ordinal/
nominal in nature, hence mean or standard deviation were just reflection of trend of the data.
4.2 Validity of the collected data
The scores of the questionnaire were collected and a total score for each of the respondents was
calculated. The total score excluded nationality, age and gender of the subjects. Validity of the
entire data was checked using SPSS package and inter-item correlation has been given in table of
appendix. The correlation coefficients of total score with different items of the data were
observed. It was evident that factors such as, monthly outside eating frequency, visit the
restaurant with whom, type of food preferred, approximate money spent for eating outside in a
month, location of food places, ambience of the restaurant had significant positive correlation
(correlation coefficient >0.3) with the total score of the data. These factors were used to test the
reliability factor for the study.
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STRM059 Business Research Project
4.3 Reliability of the valid factors
A reliability test was performed in the SPSS environment for the valid factors (table in
appendix). The standardized value of Cronbach’s alpha was 0.302 for the six chosen factors. It
was observed that the valid factors which were chosen to affect the decision of the proposed
venture had low level of reliability. Hence collection of data for a larger and heterogeneous
sample of the population was the prescription.
4.4 Reporting of data
1. The frequency distribution illustrated that out of 100 participants of the survey, 68 were
Indian and 32 were non-Indian. The population was heterogeneous in nature, where
mostly Indians of different creed were present. The decision to open a new restaurant
depended on choice of food and preference of the diversified people. Variety in choice of
food of the population was an encouraging aspect for the new project.
Table 1: Nationality of the respondents
NATIONALITY INDIAN NON INDIAN
Percentage 68% 32%
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STRM059 Business Research Project
68%
32%
NATIONALITY
INDIAN
NON INDIAN
Figure 5: Distribution of the population
2. The gender ratio of the respondents revealed that the nature of the population was based
on the backdrop of Indian culture. The almost equal distribution of gender was a healthy
sign for the new project. The urban female section of the society was expected to be a
major factor in taking decisions on choice of food and places of eating.
Table 2: Gender distribution of the respondents
Gender Male Female
Percentage 54% 46%
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STRM059 Business Research Project
54%
46%
Gender
male
female
Figure 6: Percentage gender distribution
3. The age of the respondents were analyzed using SPSS package, the average age was
47.21 years (S.D 17.81 years). Average age of the subjects revealed the overall structure
of the population. The age group division has been provided in table 4. Accumulation of
individual age near 45 indicated that the presence of demand for outside food.
Table 3: Participant age descriptive
N Minimum Maximum Mean Std. Deviation
Age 100 18 75 47.21 17.815
Valid N (list wise) 100
Table 4: Percentage division of respondents based on their age
Age 18-30 30-45 45-60 60-75
Percentage 25% 18% 26% 31%
The purchasing power and family involvement for the average age group were two major
reasons for outside food, especially for fine dining. Hence age data was highly
encouraging.
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STRM059 Business Research Project
25%
18%
26%
31%
Age
18-30
30-45
45-60
60-75
Figure 7: Percentage division for different age groups
4. The frequency of outside eating in a month was recorded in table 5. The trend was
encouraging, it was observed that frequent outside eating was a prevalent solution to
home cooking for most of the interviewed subjects.
Table 5: Monthly outside eating frequency
Monthly frequency of
eating outside
never eat
outside
once in a
month
less than 4 times in
a month
more than 4 times
a month
Percentage 14% 19% 36% 31%
It was noted that, average age of the respondents and frequency for outside eating
validated each other. This association was an indication about population characteristics.
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STRM059 Business Research Project
14%
19%
36%
31%
Monthly frequency of eating outside
never eat outside
once in a month
less than 4 times in a
month
more than 4 times a month
Figure 8: Percentage wise monthly frequency of eating outside
The average monthly outside eating was 2.84 times and the standard deviation was
approximately 1. Hence it was evident that people go out for food at least once to almost
4 times in a month. Increased frequency of outside eating was an essential requirement
for the new business.
Table 6: Average monthly frequency of eating outside
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Monthly frequency of eating
outside 100 1 4 2.84 1.022
Valid N (list wise) 100
5. The respondents were asked about their preferred choice of timing for outside dining.
Answers were mixed in nature and have been put in table 7. The data though revealed
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STRM059 Business Research Project
that total 55% people are going out for lunch and dinner. The 55% figure was significant
as it was expected that people visit the restaurant for two major meals.
Table 7: Preference of outside eating timing
When generally visits a restaurant for break fast for lunch evening snacks dinner
Percentage 22% 26% 23% 29%
for break fast
for lunch
evening snacks
fine dining
0% 5% 10% 15% 20% 25% 30%
22%
26%
23%
29%
When generally visits a restaurant
when generally visits a
restaurant
Figure 9: Percentage of different outside eating timing
6. It was very important that people visited restaurant with other members, especially with
their friends and relatives. The respondent data reflected the desired fact and 56% people
were found to visit eating places with siblings and relatives. Average age was probably
the major reason for this trend. Young generation was noted to be with their friends
during outside eating.
Table 8: Percentage wise outside eating companion preferences
visit the restaurant with whom Alone friends only cousins siblings family members
Percentage 25% 19% 24% 32%
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STRM059 Business Research Project
Alone
freinds only
cousins siblings
family members
0% 5% 10% 15% 20% 25% 30% 35%
25%
19%
24%
32%
Visit the restaurant with whom
visit the restaurant with
whom
Figure 10: Companion preference for outside eating
It was discovered that only 25% people eat alone. Cake Shops; take way food counters were
probably the main reasons for this. High percentage of people liked to eat with near and dear
ones. This analysis helped in deciding the space of new project.
7. The next question focused on the food choices and some interesting results were
observed. A particular quarter of people were going to cake shops and fast food joints.
This result was in line with earlier expectations. But the fact that 57% of the respondents
preferred casual or fine dining as a choice of eating was indeed very promising for the
proposed business.
Table 9: Preferred food choice of respondents
what kind of food places do
you prefer
cake
shops
fast food joints
(Mac, KFC)
casual dining with self
service
fine
dining
Percentage 26% 17% 23% 34%
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STRM059 Business Research Project
cakeshops
fast food joints (Mac,kfc)
casual dining with self service
fine dining
0% 10% 20% 30% 40%
26%
17%
23%
34%
what kind of food places do you
prefer
what kind of food places
do you prefer
Figure 11: Percentage wise food preference of respondents
8. People were asked about their choice of particular food. Previous answer for casual and
fine dining required choice of specific cuisine for complete validity. Responses were
mixed in nature but affinity towards cakes, breads and other types of related items was
evident due to young group.
Table 10: Percentage-wise distribution of type of food preferred
Type of food
preferred
cakes
and
breads
Rolls and
Pranthas
Moglai
food
local
food
&Thalis
continental
food
Chines
e
south
Indian
other
s
Percentage 13% 14% 19% 11% 12% 8% 10% 13%
Choice of Moglai cuisine and local delicacies was obvious for mid aged persons.
Continental food and Chinese recipes were also popular with 20% people preferring
them. The set of information obtained was essential for choice of food menu.
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STRM059 Business Research Project
13%
14%
19%11%12%
8%
10%
13%
Type of food preferred
cakes and breads
rolls and pranthas
moglai food
local food & thalis
continentalfood
chinese
south indian
others
Figure 12: Type of food preferred
9. It was very important to know the approximate allocated budget for outside eating. The
question was placed with proper care and response was not very far from expectation.
The percentage division was in accordance with the population characteristics.
Table 11: Money spent for eating outside in a month
Approximate money spent for eating outside in a
month
less than
5k
less than
10k
more than
10k
Percentage 35% 37% 28%
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STRM059 Business Research Project
less than 5k
less than 10k
more than 10k
0%
5%
10%
15%
20%
25%
30%
35%
40%
35%
37%
28%
Approximate money spent for eating
outside in a month
approximate money spent
for eating outside in a
month
Figure 13: Money spent for eating outside in a month
Monthly expenditure for restaurant eating was more than expected. The percentage of people
spending nearly INR 10k or more consisted of 65% of the outside eating people. Spending
capacity and disposable money were considered as the main reason for the spending trend.
10. It was also important to know the average expenditure in restaurant for each visit. This
question was related to the previous information and answers regarding it, was also
collected with proper care. Respondents were explained about the necessity of their
proper answers. The percentage one time eating expenditure has been given in table 12.
Table 12: Money spent for eating outside at a time
approximate money spent for eating outside
at a time
less than 500
INR
less than
2k
less than
5k
more than
5k
Percentage 17% 26% 34% 23%
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STRM059 Business Research Project
less than 500 INR
less than 2k
less than 5k
more than 5k
0% 5% 10% 15% 20% 25% 30% 35%
17%
26%
34%
23%
Approximate money spent for eating
outside at a time
approximate money spent
for eating outside at a time
Figure 14: Money spent for eating outside at a time
The fact that 57% people were spending nearly INR 5k or more signified and re-established
the fact of existence disposable money. This answer was in well support of the previous data.
The proposed project necessitated this phenomenon, as it increased the probability of outside
eating and dine in.
11. The location of the new restaurant was an important issue and transportability of the
people of the city was an essential condition. Respondents revealed that 37% of them
were pleased to eat at nearby food places, but 63% of the answers disclosed that they
were ready to visit distant restaurants for good food. Choice of place was a concern and
the pattern of answers was significant.
Table 13: Importance of location of the food place
location of the
food place
matters to you
avoid
distant
food
places
seldom
visit
distant
places
I have a car, so I
manage to visit
distant restaurants
twice a month
I have no problem
visiting distant
restaurants 4 times
in a month
Distance
does not
matter if
food is good
Percentage 21% 16% 21% 18% 24%
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STRM059 Business Research Project
avoid distant food places
seldom visit distant places
I have a car, so I manage to visit
distant retaurents twice a month
I have no problem visiting distant
restaurents 4 times in a month
Distant does not matter if food is
good
0% 10% 20% 30%
21%
16%
21%
18%
24%
location of the food place matters to
you
location of the food place
matters to you
Figure 15: Percentage representation of choice of location for the food place
12. Price of food was a major concern and people were interviewed for the same. Answers
disclosed a surprising but a welcome fact, people of the city were ready to spend on good
food up to some extent. Only 24% people were reserved about their expenditure, but rest
of the answers were quite encouraging. Quality food is always a trade mark for a
restaurant, and premium price, sometimes takes the sales down. Results of survey were
positive regarding to that perspective.
Table 14: Preference for good food with premium price
Will you prefer good food
with premium price
No, price
does matter
can shell out money
but once in a month
Money does not matter
when food quality is good
Percentage 24% 44% 32%
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STRM059 Business Research Project
24%
44%
32%
Will you prefer good food with
premium price
no, price does matter
can shell out money but
once in amonth
Money does not matter
when food quality is good
Figure 16: Percentage division for preference for good food
13. Buffet system and proper dine-in restaurants were favorites among the people and affinity
of good food with proper service was well noted in the answers.
Table 15: Type of restaurants preferred by respondents
What type of restaurant
do you prefer
Self-service
restaurants
Buffet system
restaurants
Full-fledged dine-in restaurants
will proper service.
Percentage 20% 34% 46%
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STRM059 Business Research Project
20%
34%
46%
what type of restaurant do you
prefer
Self service retaurants
Buffet system restaurents
Full fledged dine in
retaurent will proper
service.
Figure 17: Percentage division for type of restaurants preferred by people
14. The ambience of the eating place is always appreciated by customers. The survey
revealed that 53% people preferred good ambience with food. The proposal for
decorative ambience was evident from the result.
Table 16: Liking for ambience of the restaurant
How does the
ambience of the
restaurant matter to
you
Does not
matter, food is
what matters
Decoration is
important but food
should be good
I like decorative
ambience with
illuminated corners
Ambience
should be top
notch
Percentage 25% 22% 25% 28%
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STRM059 Business Research Project
25%
22%25%
28%
How ambience of the resaurent
matters to you
Does not matter, food is
what matters
Decoration is important
but food should be good
I like decorative ambience
with illuminated corners
Ambience should be top
notch
Figure 18: Importance of ambience of the restaurant
15. The survey revealed that customers were also interested in discount food coupons or
combo meals. Some opted for free home delivery for their food. Hence introductory
offers on selected food items and combo option in lunch hours for office goers was a
clever choice. The free home delivery option for the evening snacks and dinner up to 5
kilometers was essential to establish the business.
Table 17: Different attractive policies for new restaurant
What attractive policy
can a new restaurant
take?
Discount on
food items
Combo option
for lunch and
dinner
Free home
delivery
option
Good ambience
with top class
service
Percentage 27% 26% 26% 21%
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STRM059 Business Research Project
Discount on food items
Combo option for lunch and
dinner
Free home delivery option
Good ambience with top class
service
0% 10% 20% 30%
27%
26%
26%
21%
Attractive policy that a new
restaurent can take
Attractive policy that a new
restaurent can take
Figure 19: Attractive policies for a new restaurant
16. There were lots of existing food hubs and restaurants. The feasibility of the new project
was always a matter of concern. The survey confirmed the fact that the there is scope of a
new restaurant in the city. The choice of place was very important considering the fact
that some of the parts of the city were well covered by highly renowned restaurants.
Table 18: Customer opinion on necessity of a new restaurant
Is there any necessity of a new restaurant? Yes Not sure No
Percentage 52% 18% 30%
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STRM059 Business Research Project
52%
18%
30%
Is there any necessecity of a new
food place
yes
no not sure off
no
Figure 20: Percentage customer opinion on necessity of a new restaurant
17. The decision for a dine-in restaurant was well supported in the survey, and the direct
answers for the choice of new food place made it clear. Almost 56% customers were in
favor of a new casual or dine-in place.
Table 19: Type of new restaurant as preferred by customers
What type of new restaurant do
you want?
Cake
shops
Roll & Kebab fast food
center
Casual
dining
Fine
dining
Percentage 20% 24% 26% 30%
Cake shops
Roll & Kebab fast food center
Casual dining
Fine dining
0% 10% 20% 30%
20%
24%
26%
30%
What type of new restaurent do
you want
What type of new
restaurent do you want
Figure 21: Choice for type of new restaurant
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STRM059 Business Research Project
5.0 SECTION 5: CONCLUSION AND RECOMMENDATIONS
Analysis of SPPS data pertaining to Indian population related to restaurant set up several
factors was realized. It was understood that the restaurant can be set up easily in Delhi area.
However, there are certain recommendations that need to be considered by the restaurant as
given below. Deal with Competitive Pressures: The Company needs to deal with competitive
pressures such that it is able to generate a stable market share in Delhi area. The
restaurant need to offer its own niche and market it accordingly such that it does
not experiences tremendous market pressures from rivals. With presence of a
number of multi-cuisine restaurants in the city, the Company will face
tremendous amounts of difficulty in building its brand name and set-up brand
identity.
 Make tie-up with Online food portals: The restaurant needs to make tie-ups
with online food delivery portals such that it can easily cater to increasing
number of customers. Making tie-up with such portals will offer significant
amounts of advantages to the restaurant.
 Obtain funds at cost effective rates: In order to set up the restaurant, significant
amounts of funds has to be obtained. Such funds need to be arranged at cost
effective rates from the back or angel investors to allow the restaurant to make
significant amounts of profits.
 Set up restaurant in Delhi suburb: Data analysis reveals that a multi-cuisine
restaurant that delivers quality food can easily attract customers. Therefore, if
the current restaurant establishes its business in Delhi suburb area also it will be
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STRM059 Business Research Project
able to attract large number of potential customers. But the décor of the place
needs to be good and ambience needs to offer high quality for catering to
customer needs.
 Incorporate home-delivery services: The restaurant need to initiate customer
delivery services so as to increase its market area that it caters to. Including in
delivery services will allow the restaurant initially to maintain business viability
and feasibility by generating constant revenues from the same.
 Promotional Technique: Initially the restaurant has to incorporate a number of
promotional techniques in order to create customer awareness. Moreover, it has
to adopt traditional as well as contemporary marketing promotional techniques.
Online advertisement and social media marketing will allow the restaurant to
attract large number of customers and also create brand identity in the market.
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STRM059 Business Research Project
6.0 SECTION 6: REFERENCES
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Agrawal, G. and Khan, M.A., 2011. Impact of FDI on GDP: A comparative study of China and
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Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Ali, J. and Nath, T., 2013.Factors affecting consumers' eating-out choices in India: Implications
for the restaurant industry. Journal of foodservice business research, 16(2), pp.197-209.
Bayley, D.H., 2015. Police and political development in India.Princeton University Press.
Clapp, J. and Dauvergne, P., 2011. Paths to a green world: The political economy of the global
environment. MIT press.
Bawa, K.S., Koh, L.P., Lee, T.M., Liu, J., Ramakrishnan, P.S., Douglas, W.Y., Zhang, Y.P. and
Raven, P.H., 2010.China, India, and the environment. Science, 327(5972), pp.1457-1459.
Baker, M. and Hart, S., 2008. The marketing book.Routledge.
Bergman, M.M. ed., 2008. Advances in mixed methods research: Theories and applications.
Sage.
Brida, J.G. and Zapata, S., 2009. Cruise tourism: economic, socio-cultural and environmental
impacts. International Journal of Leisure and Tourism Marketing, 1(3), pp.205-226.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project.Sage.
Gomm, R., 2008. Social research methodology: A critical introduction. Palgrave Macmillan.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No.
7th).McGraw-Hill Higher Education.
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), pp.473-475.
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STRM059 Business Research Project
Neuman, W.L., 2013. Social research methods: Qualitative and quantitative approaches.
Pearson education.
Namkung, Y. and Jang, S., 2008. Are highly satisfied restaurant customers really different? A
quality perception perspective. International Journal of Contemporary Hospitality
Management, 20(2), pp.142-155.
Pantelidis, I.S., 2010. Electronic meal experience: A content analysis of online restaurant
comments. Cornell Hospitality Quarterly, 51(4), pp.483-491.
Porter, M.E., 2008. The five competitive forces that shape strategy. Harvard business
review, 86(1), pp.25-40.
Porter, M.E., 2011. Competitive advantage of nations: creating and sustaining superior
performance (Vol. 2). Simon and Schuster.
Porter, M.E. and Heppelmann, J.E., 2014. How smart, connected products are transforming
competition. Harvard Business Review, 92(11), pp.64-88.
Ryu, K., Lee, H.R. and Gon Kim, W., 2012. The influence of the quality of the physical
environment, food, and service on restaurant image, customer perceived value, customer
satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality
Management, 24(2), pp.200-223.
Silverman, D. ed., 2016. Qualitative research.Sage.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer
behavior: Buying, having, and being (Vol. 10). Pearson.
Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
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Updhyay, Y. and Sharma, D., 2014. Culinary preferences of foreign tourists in India. Journal of
Vacation Marketing, 20(1), pp.29-39.
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STRM059 Business Research Project
APPENDICES
Appendix A
Table 20: Answers of Respondents
Nationality Gender Age
Monthly
frequency
of eating
outside
When
generally
visits a
restaurant
Visit the
restaurant
with
whom
What
kind of
food
places do
you
prefer
Type of
food
preferred
Approximat
e money
spent for
eating
outside in a
month
1 1 64 3 4 4 1 6 1
1 1 58 2 2 3 2 8 1
1 1 54 2 3 4 1 4 2
2 2 52 4 3 3 1 8 2
2 2 36 4 1 1 3 7 1
1 2 46 3 3 1 3 6 3
1 2 42 2 1 1 4 5 1
2 2 23 4 4 3 2 6 1
1 1 73 4 4 1 1 1 2
1 1 45 1 2 1 1 1 3
2 2 23 1 1 2 4 4 1
1 2 59 3 4 3 4 4 3
1 2 61 2 3 2 4 7 2
1 1 68 2 1 2 3 1 2
1 1 48 1 3 3 2 7 1
1 2 68 3 2 1 1 5 1
2 2 62 3 2 2 3 6 2
2 1 62 3 4 1 3 2 3
1 1 63 4 4 4 2 3 2
2 1 53 2 3 4 4 1 1
1 2 65 3 3 1 2 5 1
2 1 69 2 2 1 2 1 1
2 1 56 3 3 1 4 7 1
1 2 60 3 2 4 1 8 2
1 1 22 1 1 2 3 5 3
2 1 34 2 2 1 1 2 2
1 1 23 3 2 4 1 4 1
2 2 35 1 4 3 1 2 2
1 1 64 4 1 4 4 2 2
2 1 72 4 2 4 3 5 1
1 2 41 4 2 3 1 4 3
1 2 49 3 4 3 1 4 2
1 1 71 1 1 2 4 5 3
2 2 51 3 1 3 1 8 2
1 2 31 4 2 4 3 7 2
1 2 60 2 2 4 1 1 3
1 1 75 3 3 4 3 4 1
1 1 33 4 1 3 4 5 3
2 1 41 4 4 2 1 7 3
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STRM059 Business Research Project
1 1 26 3 1 4 2 8 1
2 2 52 4 1 4 3 3 1
1 2 33 1 4 1 3 3 2
1 1 75 4 1 1 2 2 1
1 2 21 3 4 4 3 4 3
2 2 73 1 4 3 1 2 1
1 1 61 2 3 2 4 3 3
2 2 60 4 3 1 4 1 2
1 2 55 3 3 2 4 3 2
1 1 60 2 3 4 4 2 3
1 2 24 2 3 2 1 5 1
1 1 63 2 1 1 3 1 1
1 1 36 2 3 1 4 2 2
1 2 40 4 1 4 2 3 3
1 1 26 4 2 3 2 8 2
1 2 66 4 2 3 4 4 3
1 1 25 3 2 1 1 3 3
2 1 70 3 4 3 4 2 2
1 1 32 1 4 3 3 2 1
1 2 18 4 2 1 3 7 1
1 1 43 1 2 1 1 6 1
2 2 72 4 4 2 4 3 1
2 1 60 2 4 2 3 8 2
1 2 28 4 4 4 2 4 2
1 2 68 3 2 4 3 3 3
1 1 34 3 4 2 3 8 1
1 2 22 3 2 4 4 2 1
2 2 74 3 4 4 4 3 3
1 2 25 3 4 1 1 1 2
2 1 61 2 1 1 4 1 1
1 1 65 4 1 4 4 1 3
1 1 29 3 3 3 4 3 2
1 2 49 4 4 4 2 7 1
1 1 53 4 1 2 4 2 1
1 1 19 1 4 2 2 1 2
1 1 20 3 1 3 4 7 2
1 2 47 4 4 4 2 2 3
1 1 27 3 2 1 1 3 1
1 1 55 1 2 1 4 8 2
2 1 33 2 4 4 1 3 3
1 2 68 3 2 2 4 6 3
1 2 22 4 1 3 3 7 2
1 1 48 3 3 3 4 5 3
1 2 20 2 3 2 4 8 2
1 1 23 3 4 1 1 5 1
2 1 51 4 3 4 4 3 3
1 1 51 4 1 3 4 4 2
1 2 18 2 2 4 3 3 3
1 1 60 1 3 2 3 5 2
1 2 25 1 3 2 1 1 1
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STRM059 Business Research Project
1 2 53 3 4 3 2 2 2
2 2 59 4 1 4 1 3 2
2 1 44 4 1 3 1 8 3
2 2 59 3 3 4 4 3 1
1 1 74 3 2 4 3 3 1
2 1 19 3 2 1 4 8 2
2 1 75 4 4 3 2 3 2
2 2 30 3 2 4 3 6 2
2 1 41 3 4 3 4 5 3
2 2 48 4 3 4 4 8 2
1 1 21 3 4 4 2 6 3
Approximat
e money
spent for
eating
outside at a
time
Locatio
n of the
food
place
matters
to you
Will you
prefer
good
food
with
premiu
m price
What
type of
restaura
nt do you
prefer
How
ambienc
e of the
restaura
nt
matters
to you
Attractive
policy
that a
new
restaura
nt can
take
Is there
any
necessit
y of a
new
food
place
What
type of
new
restaura
nt do you
want
Total
Score
1 3 1 1 2 4 1 4 36
4 4 3 3 2 1 3 3 41
3 1 2 2 1 3 3 2 33
3 1 2 3 4 1 3 1 39
2 5 3 1 4 1 1 4 38
2 4 1 1 1 2 3 4 37
4 1 2 3 2 2 1 4 33
4 3 2 2 2 2 1 3 39
1 3 1 2 1 1 3 4 29
1 4 3 3 2 1 2 3 28
3 2 1 1 3 1 3 2 29
3 5 2 3 4 3 1 2 44
1 1 2 2 2 4 3 1 36
2 3 2 3 4 4 1 4 34
3 1 2 2 1 3 1 2 32
1 5 1 1 4 4 3 3 35
2 2 3 2 4 2 1 3 37
2 3 3 3 4 1 1 1 34
2 3 2 2 3 4 1 4 40
2 1 2 3 1 4 2 3 33
3 3 2 3 1 2 2 3 34
1 3 1 1 3 4 1 2 25
1 2 3 3 4 4 1 4 41
3 4 2 3 3 3 1 1 40
3 5 2 2 4 2 2 1 36
4 1 2 3 4 2 3 1 30
2 4 3 2 4 1 1 4 36
1 2 1 3 3 3 1 2 29
2 4 1 3 3 3 2 4 39
2 5 1 3 1 2 3 1 37
1 1 1 3 1 4 2 3 33
3 5 3 3 4 3 3 4 45
3 5 2 2 3 4 1 4 40
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STRM059 Business Research Project
2 2 3 1 1 1 3 4 35
1 1 1 3 3 3 3 3 40
4 5 3 2 1 2 2 1 33
3 2 2 2 2 2 3 4 38
4 1 1 3 1 4 1 2 37
2 4 2 2 4 4 1 1 41
1 1 3 2 1 2 1 2 32
4 4 2 1 2 3 1 2 35
4 5 3 2 1 1 2 3 35
4 5 2 3 1 2 2 1 31
2 3 2 2 4 2 1 4 41
4 4 2 3 4 1 3 3 36
1 2 1 3 1 3 3 4 35
1 5 3 3 4 3 2 3 39
3 3 3 3 3 2 1 3 38
3 3 1 3 3 4 1 4 40
2 1 2 3 1 2 3 2 30
4 5 2 3 2 3 2 3 33
4 2 2 2 1 3 1 1 30
4 4 1 2 2 3 3 2 38
2 5 1 3 2 2 1 3 40
2 2 2 3 2 4 3 1 39
3 1 2 3 4 4 3 2 35
2 4 3 3 3 3 3 2 41
4 2 3 1 4 1 3 2 34
3 1 3 1 1 1 1 3 32
3 1 1 3 1 1 1 3 26
4 1 3 2 1 1 1 1 32
3 5 1 2 2 4 3 2 43
3 5 3 2 3 4 1 2 43
3 1 2 3 1 4 1 2 35
4 5 2 3 2 2 1 1 41
2 2 3 2 3 3 1 4 36
3 4 1 2 2 2 1 1 37
4 2 2 1 2 2 3 1 29
3 5 1 2 4 2 1 3 31
3 3 1 3 3 1 1 3 35
1 3 1 1 2 3 1 4 34
4 2 3 1 3 4 1 1 41
2 5 3 1 3 3 1 2 34
2 1 2 1 2 4 1 2 27
2 3 2 2 4 1 1 4 39
2 5 1 3 4 3 1 4 42
3 1 3 2 4 1 3 3 31
3 5 3 3 4 2 1 2 41
3 4 2 3 3 3 1 3 39
1 4 2 3 3 3 1 2 39
4 4 1 2 1 1 1 3 37
3 1 2 3 3 2 3 4 42
3 3 3 2 1 2 3 4 42
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2 4 3 3 3 4 1 3 38
4 3 3 3 3 1 2 4 44
3 3 3 1 4 1 3 1 37
2 5 3 3 3 3 2 1 39
4 3 2 2 4 3 1 4 39
4 3 2 2 1 3 2 4 30
3 4 2 3 2 1 2 4 37
1 5 3 2 2 2 2 3 35
3 5 2 1 2 1 2 4 40
2 5 2 1 1 3 1 2 35
3 3 2 3 4 1 1 4 37
1 1 2 3 4 1 1 1 34
3 3 2 2 3 2 1 2 36
4 2 3 1 2 1 2 4 39
3 4 2 2 3 1 3 2 42
3 2 2 2 3 2 3 3 45
2 2 3 1 4 3 1 3 41
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Appendix B
Questionnaire for the survey
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Appendix C
Table 21: Validity Check of the data
Age
Monthly
frequency of
eating outside
When
generally
visits a
restaurant
Visit the
restaurant
with
whom
What
kind of
food
places
do you
prefer
Type of
food
preferred
Age Pearson
Correlation
1 .101 .012 .045 .138 -.233*
Sig. (2-tailed) .317 .907 .656 .172 .020
Monthly
frequency of
eating outside
Pearson
Correlation
.101 1 -.075 .286** .044 .153
Sig. (2-tailed) .317 .459 .004 .661 .128
When generally
visits a restaurant
Pearson
Correlation
.012 -.075 1 .067 -.152 -.090
Sig. (2-tailed) .907 .459 .507 .132 .375
Visit the
restaurant with
whom
Pearson
Correlation
.045 .286** .067 1 .007 .029
Sig. (2-tailed) .656 .004 .507 .941 .773
What kind of food
places do you
prefer
Pearson
Correlation
.138 .044 -.152 .007 1 -.002
Sig. (2-tailed) .172 .661 .132 .941 .983
Type of food
preferred
Pearson
Correlation
-.233
*
.153 -.090 .029 -.002 1
Sig. (2-tailed) .020 .128 .375 .773 .983
Approximate
money spent for
eating outside in
a month
Pearson
Correlation
-.013 .086 .069 .188 .101 -.068
Sig. (2-tailed) .896 .397 .495 .061 .317 .503
Approximate
money spent for
eating outside at
a time
Pearson
Correlation
-.051 -.115 .007 .028 .017 -.039
Sig. (2-tailed) .617 .253 .943 .784 .868 .700
Location of the
food place
matters to you
Pearson
Correlation
.218* .076 -.041 .017 .010 -.092
Sig. (2-tailed) .029 .453 .686 .864 .919 .362
Will you prefer
good food with
premium price
Pearson
Correlation
-.159 -.010 .063 -.058 -.002 .071
Sig. (2-tailed) .114 .925 .532 .568 .982 .485
What type of
restaurant do you
prefer
Pearson
Correlation
.198* -.049 .031 -.026 .045 -.097
Sig. (2-tailed) .049 .628 .761 .794 .660 .335
How ambience of
the restaurant
matters to you
Pearson
Correlation
-.021 .017 .039 -.039 .070 -.028
Sig. (2-tailed) .835 .868 .703 .697 .487 .780
Attractive policy
that a new
restaurant can
take
Pearson
Correlation
.135 -.031 .145 .103 .010 -.118
Sig. (2-tailed) .180 .761 .151 .310 .919 .241
Is there any
necessity of a
new food place
Pearson
Correlation
.061 -.051 .010 -.060 -.150 -.004
Sig. (2-tailed) .548 .617 .922 .555 .137 .972
What type of new Pearson -.016 -.013 -.056 .080 .023 -.019
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restaurent do you
want
Correlation
Sig. (2-tailed) .877 .899 .581 .427 .817 .851
Totalscore Pearson
Correlation
.056 .369** .219* .423** .275** .444**
Sig. (2-tailed) .577 .000 .028 .000 .006 .000
Approximat
e money
spent for
eating
outside in a
month
Approximate
money
spent for
eating
outside at a
time
Location
of the
food
place
matters
to you
Will you
prefer
good
food with
premium
price
What type of
restaurant do
you prefer
Age Pearson
Correlation
-.013 -.051 .218* -.159 .198*
Sig. (2-tailed) .896 .617 .029 .114 .049
Monthly frequency
of eating outside
Pearson
Correlation
.086 -.115 .076 -.010 -.049
Sig. (2-tailed) .397 .253 .453 .925 .628
When generally
visits a restaurant
Pearson
Correlation
.069 .007 -.041 .063 .031
Sig. (2-tailed) .495 .943 .686 .532 .761
Visit the restaurant
with whom
Pearson
Correlation
.188 .028 .017 -.058 -.026
Sig. (2-tailed) .061 .784 .864 .568 .794
What kind of food
places do you
prefer
Pearson
Correlation
.101 .017 .010 -.002 .045
Sig. (2-tailed) .317 .868 .919 .982 .660
Type of food
preferred
Pearson
Correlation
-.068 -.039 -.092 .071 -.097
Sig. (2-tailed) .503 .700 .362 .485 .335
Approximate
money spent for
eating outside in a
month
Pearson
Correlation
1 -.094 .091 -.143 .211*
Sig. (2-tailed) .350 .366 .154 .035
Approximate
money spent for
eating outside at a
time
Pearson
Correlation
-.094 1 .040 .132 -.018
Sig. (2-tailed) .350 .692 .192 .862
Location of the
food place matters
to you
Pearson
Correlation
.091 .040 1 .022 -.010
Sig. (2-tailed) .366 .692 .830 .924
Will you prefer
good food with
premium price
Pearson
Correlation
-.143 .132 .022 1 -.089
Sig. (2-tailed) .154 .192 .830 .380
What type of
restaurant do you
prefer
Pearson
Correlation
.211* -.018 -.010 -.089 1
Sig. (2-tailed) .035 .862 .924 .380
How ambience of
the restaurant
matters to you
Pearson
Correlation
.121 -.123 .171 .194 .085
Sig. (2-tailed) .231 .223 .089 .053 .403
Attractive policy
that a new
restaurant can take
Pearson
Correlation
.125 -.268** -.014 -.224* .063
Sig. (2-tailed) .214 .007 .888 .025 .532
Is there any
necessity of a new
Pearson
Correlation
.050 .054 -.111 -.034 .011
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STRM059 Business Research Project
food place Sig. (2-tailed) .623 .591 .272 .735 .916
What type of new
restaurant do you
want
Pearson
Correlation
-.050 -.156 .042 -.052 -.025
Sig. (2-tailed) .621 .120 .681 .607 .802
Totalscore Pearson
Correlation
.341** .087 .356** .176 .175
Sig. (2-tailed) .001 .392 .000 .081 .081
How
ambience
of the
restaurant
matters to
you
Attractive
policy that
a new
restaurant
can take
Is there
any
necessity
of a new
food
place
What type
of new
restaurant
do you
want
Total
Score
Age Pearson Correlation -.021 .135 .061 -.016 .056
Sig. (2-tailed) .835 .180 .548 .877 .577
Monthly frequency
of eating outside
Pearson Correlation .017 -.031 -.051 -.013 .369**
Sig. (2-tailed) .868 .761 .617 .899 .000
When generally
visits a restaurant
Pearson Correlation .039 .145 .010 -.056 .219*
Sig. (2-tailed) .703 .151 .922 .581 .028
Visit the restaurant
with whom
Pearson Correlation -.039 .103 -.060 .080 .423**
Sig. (2-tailed) .697 .310 .555 .427 .000
What kind of food
places do you prefer
Pearson Correlation .070 .010 -.150 .023 .275**
Sig. (2-tailed) .487 .919 .137 .817 .006
Type of food
preferred
Pearson Correlation -.028 -.118 -.004 -.019 .444**
Sig. (2-tailed) .780 .241 .972 .851 .000
Approximate money
spent for eating
outside in a month
Pearson Correlation .121 .125 .050 -.050 .341**
Sig. (2-tailed) .231 .214 .623 .621 .001
Approximate money
spent for eating
outside at a time
Pearson Correlation -.123 -.268** .054 -.156 .087
Sig. (2-tailed) .223 .007 .591 .120 .392
Location of the food
place matters to
you
Pearson Correlation .171 -.014 -.111 .042 .356**
Sig. (2-tailed) .089 .888 .272 .681 .000
Will you prefer good
food with premium
price
Pearson Correlation .194 -.224* -.034 -.052 .176
Sig. (2-tailed) .053 .025 .735 .607 .081
What type of
restaurant do you
prefer
Pearson Correlation .085 .063 .011 -.025 .175
Sig. (2-tailed) .403 .532 .916 .802 .081
How ambience of
the restaurant
matters to you
Pearson Correlation 1 .000 -.116 .048 .355**
Sig. (2-tailed) .997 .249 .637 .000
Attractive policy that
a new restaurant
can take
Pearson Correlation .000 1 -.176 -.075 .123
Sig. (2-tailed) .997 .079 .460 .223
Is there any
necessity of a new
food place
Pearson Correlation -.116 -.176 1 -.056 .025
Sig. (2-tailed) .249 .079 .577 .808
What type of new
restaurant do you
want
Pearson Correlation .048 -.075 -.056 1 .191
Sig. (2-tailed) .637 .460 .577 .057
Totalscore Pearson Correlation .355** .123 .025 .191 1
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STRM059 Business Research Project
Sig. (2-tailed) .000 .223 .808 .057
Appendix D
Table 22: Reliability of the factors
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of Items
.193 .302 6
Mean Minimum Maximum Range Maximum /
Minimum
Variance N of Items
Inter-Item Correlations .067 -.092 .286 .378 -3.105 .011 6
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STRM059 Business Research Project
Appendix E
Table 23: Descriptive statistics of the factors
Descriptive
Statistic
Std.
Error Statistic
Std.
Error
Gender Mean 1.46 .050 Approximat
e money
spent for
eating
outside at a
time
Mean 2.63 .102
95%
Confidenc
e Interval
for Mean
Lower
Boun
d
1.36 95%
Confidenc
e Interval
for Mean
Lower
Boun
d
2.43
Upper
Boun
d
1.56 Upper
Boun
d
2.83
5% Trimmed Mean 1.46 5% Trimmed Mean 2.64
Median 1.00 Median 3.00
Variance .251 Variance 1.044
Std. Deviation .501 Std. Deviation 1.022
Minimum 1 Minimum 1
Maximum 2 Maximum 4
Range 1 Range 3
Interquartile Range 1 Interquartile Range 1
Skewness .163 .241 Skewness -.186 .241
Kurtosis -2.014 .478 Kurtosis -1.065 .478
Age Mean 47.21 1.782 Location of
the food
place
matters to
you
Mean 3.08 .147
95%
Confidenc
e Interval
for Mean
Lower
Boun
d
43.68 95%
Confidenc
e Interval
for Mean
Lower
Boun
d
2.79
Upper
Boun
d
50.74 Upper
Boun
d
3.37
5% Trimmed Mean 47.27 5% Trimmed Mean 3.09
Median 50.00 Median 3.00
Variance 317.38
0
Variance 2.155
Std. Deviation 17.815 Std. Deviation 1.468
Minimum 18 Minimum 1
Maximum 75 Maximum 5
Range 57 Range 4
Interquartile Range 32 Interquartile Range 2
Skewness -.152 .241 Skewness -.082 .241
Kurtosis -1.311 .478 Kurtosis -1.351 .478
Monthly
frequency
of eating
outside
Mean 2.84 .102 Will you
prefer good
food with
premium
price
Mean 2.08 .075
95%
Confidenc
e Interval
for Mean
Lower
Boun
d
2.64 95%
Confidenc
e Interval
for Mean
Lower
Boun
d
1.93
Upper
Boun
d
3.04 Upper
Boun
d
2.23
5% Trimmed Mean 2.88 5% Trimmed Mean 2.09
Median 3.00 Median 2.00
Variance 1.045 Variance .559
Std. Deviation 1.022 Std. Deviation .748
Minimum 1 Minimum 1
Maximum 4 Maximum 3
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Range 3 Range 2
Interquartile Range 2 Interquartile Range 1
Skewness -.482 .241 Skewness -.132 .241
Kurtosis -.871 .478 Kurtosis -1.186 .478
When
generally
visits a
restaurant
Mean 2.59 .113 What type
of
restaurant
do you
prefer
Mean 2.26 .077
95%
Confidenc
e Interval
for Mean
Lower
Boun
d
2.37 95%
Confidenc
e Interval
for Mean
Lower
Boun
d
2.11
Upper
Boun
d
2.81 Upper
Boun
d
2.41
5% Trimmed Mean 2.60 5% Trimmed Mean 2.29
Median 3.00 Median 2.00
Variance 1.275 Variance .598
Std. Deviation 1.129 Std. Deviation .774
Minimum 1 Minimum 1
Maximum 4 Maximum 3
Range 3 Range 2
Interquartile Range 2 Interquartile Range 1
Skewness -.078 .241 Skewness -.489 .241
Kurtosis -1.382 .478 Kurtosis -1.164 .478
Visit the
restaurant
with whom
Mean 2.63 .118 How
ambience of
the
restaurant
matters to
you
Mean 2.56 .115
95%
Confidenc
e Interval
for Mean
Lower
Boun
d
2.40 95%
Confidenc
e Interval
for Mean
Lower
Boun
d
2.33
Upper
Boun
d
2.86 Upper
Boun
d
2.79
5% Trimmed Mean 2.64 5% Trimmed Mean 2.57
Median 3.00 Median 3.00
Variance 1.387 Variance 1.320
Std. Deviation 1.178 Std. Deviation 1.149
Minimum 1 Minimum 1
Maximum 4 Maximum 4
Range 3 Range 3
Interquartile Range 3 Interquartile Range 3
Skewness -.186 .241 Skewness -.089 .241
Kurtosis -1.460 .478 Kurtosis -1.419 .478
What kind
of food
places do
you prefer
Mean 2.65 .120 Attractive
policy that a
new
restaurant
can take
Mean 2.41 .110
95%
Confidenc
e Interval
for Mean
Lower
Boun
d
2.41 95%
Confidenc
e Interval
for Mean
Lower
Boun
d
2.19
Upper
Boun
d
2.89 Upper
Boun
d
2.63
5% Trimmed Mean 2.67 5% Trimmed Mean 2.40
Median 3.00 Median 2.00
Variance 1.442 Variance 1.214
Std. Deviation 1.201 Std. Deviation 1.102
Minimum 1 Minimum 1
Maximum 4 Maximum 4
Range 3 Range 3
Interquartile Range 3 Interquartile Range 2
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STRM059 Business Research Project
Skewness -.219 .241 Skewness .095 .241
Kurtosis -1.498 .478 Kurtosis -1.310 .478
Type of
food
preferred
Mean 4.24 .231 Is there any
necessity of
a new food
place
Mean 1.78 .088
95%
Confidenc
e Interval
for Mean
Lower
Boun
d
3.78 95%
Confidenc
e Interval
for Mean
Lower
Boun
d
1.60
Upper
Boun
d
4.70 Upper
Boun
d
1.96
5% Trimmed Mean 4.21 5% Trimmed Mean 1.76
Median 4.00 Median 1.00
Variance 5.336 Variance .779
Std. Deviation 2.310 Std. Deviation .883
Minimum 1 Minimum 1
Maximum 8 Maximum 3
Range 7 Range 2
Interquartile Range 4 Interquartile Range 2
Skewness .263 .241 Skewness .449 .241
Kurtosis -1.175 .478 Kurtosis -1.578 .478
Approximat
e money
spent for
eating
outside in a
month
Mean 1.93 .079 What type
of new
restaurant
do you want
Mean 2.66 .111
95%
Confidenc
e Interval
for Mean
Lower
Boun
d
1.77 95%
Confidenc
e Interval
for Mean
Lower
Boun
d
2.44
Upper
Boun
d
2.09 Upper
Boun
d
2.88
5% Trimmed Mean 1.92 5% Trimmed Mean 2.68
Median 2.00 Median 3.00
Variance .631 Variance 1.237
Std. Deviation .795 Std. Deviation 1.112
Minimum 1 Minimum 1
Maximum 3 Maximum 4
Range 2 Range 3
Interquartile Range 2 Interquartile Range 2
Skewness .127 .241 Skewness -.189 .241
Kurtosis -1.400 .478 Kurtosis -1.314 .478
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STRM059 Business Research Project
Appendix E
Table 24: Normality of the data
Tests of Normality
Kolmogorov-Smirnova Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
Gender .361 100 .000 .634 100 .000
Age .116 100 .002 .932 100 .000
Monthly
frequency of
eating
outside
.232 100 .000 .849 100 .000
When
generally
visits a
restaurant
.184 100 .000 .852 100 .000
Visit the
restaurant
with whom
.198 100 .000 .833 100 .000
What kind of
food places
do you
prefer
.210 100 .000 .822 100 .000
Type of food
preferred
.164 100 .000 .916 100 .000
Approximate
money
spent for
eating
outside in a
month
.229 100 .000 .799 100 .000
Approximate
money
spent for
eating
outside at a
time
.211 100 .000 .872 100 .000
Location of
the food
place
matters to
you
.155 100 .000 .876 100 .000
Will you
prefer good
food with
premium
price
.223 100 .000 .807 100 .000
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What type of
restaurant
do you
prefer
.291 100 .000 .773 100 .000
How
ambience of
the
restaurant
matters to
you
.179 100 .000 .847 100 .000
Attractive
policy that a
new
restaurant
can take
.175 100 .000 .860 100 .000
Is there any
necessity of
a new food
place
.332 100 .000 .721 100 .000
What type of
new
restaurant
do you want
.186 100 .000 .853 100 .000
Totalscore .097 100 .022 .981 100 .172
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Appendix F (Normal Q-Q plots and box plots of the factors)
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