This dissertation examines the challenges faced by Tulsi Restaurant in New Zealand due to shifting customer demands and preferences within the competitive hospitality industry. The research delves into the industry and organizational background of Tulsi Restaurant, exploring factors influencing consumer behavior and decision-making, such as product cost, consumer income, technological factors, social influence, and health and hygiene. Employing a mixed methodology, the study utilizes both qualitative and quantitative data collection methods, including surveys of Tulsi's customers and an interview with a competitor, Miramar. The analysis of primary and secondary data, including thematic analysis, leads to recommendations for Tulsi Restaurant to enhance customer retention and adapt to evolving market trends. The dissertation also addresses ethical considerations, limitations, and reflection on the research process, providing a comprehensive overview of the strategies needed for the restaurant to maintain its market position.
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