Research Report

INTRODUCTION

Seoul Garden was established by Zingrill Holding. Zingrill Holdings is a

foodservice organization that owns and manages renowned restaurant brand like
Seoul Garden BREEKS Caf. The company stated in 1983 with Seoul Garden which
was then a fine-dining Korean restaurant, serving authentic Korean-cuisine. The
company and its brands have since evolved through the test of time.
Nowadays, Seoul Garden is no longer a fine-dining concept because it has
stuck to its belief in serving Korean-styled cuisine in buffet-styled format at very
affordable prices. Our customer target is who are usually young families, young
adults and even students in their teenage years. The idea of Seoul Garden is to
grow the brand in tandem with the customers from student years to working
adults to starting a family. The idea of Seoul Garden is to develop the brand in
tandem with the customers from student years to working adult to starting a family.
The range of food served by Seoul Garden has also evolved with time to meet the
local market demands. It has been Halal Certificate to meet the growing needs of
the Muslim market but Seoul Garden still retain Korean-style flavor that made us a
household name.
The General Manager of Seoul Garden realized on the rapid development that
is happening in Seri Iskandar, Perak which could contribute new opportunities for
the company expands its market. He decided to take the opportunity to introduce
product and services of the company to the people in Seri Iskandar and the people
nearby by opening a new branch on 2016. He wishes to have some research about
the market in Seri Iskandar. As Research Officer in the Research & Development
Unit, I already hiring by General Manager to make some research on the population
people in Seri Iskandar.
The objective we make some research towards people in Seri Iskandar is to
survey on customer interest about the ethnic food in Seri Iskandar. We also survey
on the customer behavior and customer perception in Seri Iskandar about Seoul
Garden.

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4.0 ABSTRACT
This study is to help General Manager on make the survey based on people
behavior in Seri Iskandar. The General Manager of Seoul Garden realized on the
rapid development that is happening in Seri Iskandar, Perak which could contribute
new opportunities for the company expands its market. As research officer, we need
to make a survey on people behavior in Seri Iskandar before our company develop
new branch here.
Our company used methodology to gain the information from any source. The
method that we used to collect the data is from primary data and secondary data.
The primary data that we collected are questionnaire and observation. From the
questionnaire, we distribute to 30 of respondents who live in Seri Iskandar. We also
make the observation when we trying the dish that our competitor prepare for
customer. It is our opportunity to identify what is the strength or what is the
weakness of our company between competitors. The secondary data that we can be
collected is source from internet. We used internet as medium to collect the data to
make our company easily to find the data.
The sampling technique that used by company is cluster sampling and
convenience sampling technique. Cluster sampling technique where our company
divides such as Taman Gemilang, Taman Sidec, Taman Maju and Pucak Iskandar.
From four area of residential, we pick randomly three areas which is Taman
Gemilang, Taman Sidec and Taman Maju. Our company chooses the convenience
sampling method where our company will randomly choose to distribute the
questionnaire.
Before our company distributes the questionnaire to respondents, we need to
do a pilot test where we select 5 people as samples for our pilot test to answering
the questionnaire given. Our company makes a pilot test to make sure the
respondent understand toward the question that state in questionnaire. It is also
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can

avoid

people

misunderstanding

during

respondents

answering

the

questionnaire.

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5.0 METHODOLOGY
According the growth of economic development, Seoul Garden decided to
open new branch in Seri Iskandar. Seri Iskandar has higher potential to attract
customer purchase our product in term of population people. As research, we have
to make a survey in term of customer interest about the ethnic food in Seri Iskandar.
Otherwise, we also need to know about the customer behavior and customer
perception about the Seoul Garden. I used two type of data colleting to get the
information which is primary data and secondary data.
5.1

Data collected
Primary Data
According to Data Collecting Service website (Data Collecting Service), the

primary data means the collected data from a first-hand experience and is reliable
and authentic. The method to collect the primary data is questionnaire and
observation.
5.1.1Questionnaire
Our company has make 30 set of questionnaire to distribute to people who
live in Seri Iskandar. In the questionnaire, we have prepared 20 questions that
need people give their opinion based on Seoul Garden before we open new
branch in Seri Iskandar. From that, we will know their suggestion and opinion
regarding Seoul Garden. In questionnaire, we have prepared a question from
general question, rating scale question and open-ended question. We choose
a survey for our company primary data is make easier to respondent answer
every question that state in questionnaire.
5.1.2 Observation
Our company also makes observation in term of restaurant that established
in Seri Iskandar. We make the observation to know whether our company has
many competitor or not in term of ethnic food. Our company makes the
observation by eating at the restaurant that majority many peoples came.
The most popular restaurant in Seri Iskandar is Lanz Caf, Double A
Steamboat & Grill and Zalila Restaurant. We have gone to Lanz Caf who
provides a good taste of food but there are bad on serving food to customer.
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The majority of customers who come to Lanz Cafe are among students from
education institutions in Seri Iskandar. From that, our company knows the
majority customer come to food restaurant from among student. From the
observation, we will know the customer majority who come to food
restaurant.
5.2

Secondary Data
According to Data Collecting Service Website (Data Collecting Service),

the secondary data comes from the other resources that have already been
published. The data can be collected from other source such as from internet,
journal and newspaper.
In this survey, we used other source to collect the data by other source such
as internet. We get the source about the population people in Seri Iskandar by using
internet. According to Perak Tengah District Council website, our company will know
the population people of Seri Iskandar. From the population people in Seri Iskandar,
our company knows whether this company suitable to established in this area or
not. From the secondary data, our company will collect many data from many
source that have on internet.
The advantage of secondary data that our company collected from the
internet is cost efficiency. By using internet to get the information can reduce our
cost that company should give each time to make a research. However, our
company can get a lot of information within a short period of time.
5.3

Sampling Techniques
First step to analyze whether our company suitable or not to introduce the

product and services to people in Seri Iskandar is our company must decide with
general manager which frame that should use to set source of material from the
sample which collected by the questionnaire.
Our company needs to set the frame that need to use such as area frame and
list frame. It can help our company identify which group of target people that will be
select to answering the questionnaire during the interview. According to company,
general manager decided to use the area frame as our frame. We cannot use list
frame because it going hard for our company to list the entire resident who live in

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Seri Iskandar So, by using the area frame, our company have decided to choose
location of our sample in Seri Iskandar.
For the data collecting technique, we decided to use the cluster sample
technique where our company divides such as Taman Gemilang, Taman Sidec,
Taman Maju and Pucak Iskandar. Our company needs to distribute the questionnaire
to 30 of respondents as our sample for this survey. From four area of residential, we
pick randomly three areas which is Taman Gemilang, Taman Sidec and Taman Maju.
For each area, we distribute into 10 questionnaires. It area have many population
number of people where our company easily to distribute the questionnaire to
customer. The advantage of cluster sampling techniques is cheaper, quick and easy.
Our company can be distributing the questionnaire is cheaper, quickly and easy by
using this techniques because we pick several residential area to distribute to
respondent.
Our company chooses the convenience sampling method where our company will
randomly choose to distribute the questionnaire. After we have listed all the
residential area in Seri Iskandar, we need to distribute the questionnaire freedom to
respondents who are live in that area. For each area, our company has a
representative who will approach people for the survey based on Seoul Garden. The
advantage of convenience sampling technique is less expensive, less time
consuming and most convenient.
5.4

Questionnaire
Before our company distributes the questionnaire to respondents, we

need to do a pilot test where we select 5 people as samples for our pilot test to
answering the questionnaire given. We do the pilot test for recheck the
questionnaire whether the respondent able to understanding the question state
in the questionnaire or not. If the questionnaire has any misunderstanding
question, we need to redesign the questionnaire to improve the structure of
question on questionnaire. The person who is our company to be a pilot test is
Mrs. Azian Binti Abu Asan @ Abu Hassan and 4 of respondents came from people
who live in Seri Iskandar.
The advantage when our company make pilot test is make correction
to each question before we distribute the real questionnaire to people in Seri
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Iskandar. Our company makes a pilot test to make sure the respondent
understand toward the question that state in questionnaire. It is also can avoid
people misunderstanding during respondents answering the questionnaire.
Questionnaire is primary data that can be collected directly from respondents
without any interruption.
FINDINGS AND INTERPRETATION

Question 1

Gender of respondents
Female

Male
53%

47%

Based on graph above, we asking for their gender when answered this
questionnaire. From 30 respondents, the majority of gender who answered the
questionnaire is male which 53% (16 person) and 47% (14 person). This question is
important to our company know because the differences gender will give a different
idea about the company. Our company will know the strength and the weakness of
company by using the questionnaire.

Question 2

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Range of age

Based on graph question 2, we asking for their range of age that divided into five
level. The range of age below than 20 years old is 3 persons, the range of age 21-30
years old is 13 persons, 31-40 years old is 9 person, 41-50 years old is 4 person and
the last range of age above than 51 years old is 1 person only. The majority range of
age respondents who answered the questionnaire is 21-30 years old. It is show that
majority respondent come from teenage age. From that, our company knows the
respondents need through product that our company served for customer.

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Question 3

Based on graph above, we asking for types of occupation such as unemployment,

student, public sector, private sector and other type of occupation. From 30
respondents, the majority of respondents come from student which is 12
respondents. 1 respondent is unemployment, 6 respondents come from public
sector, 8 respondents come from private sector and lastly other occupation such as
businessman represent to 3 respondents. Our company states this question in
questionnaire to know their profession in Seri Iskandar. Our company can identify
who is our customer target in Seri Iskandar.
Question 4

Allowances/Income

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Based on graph above, we asking about their allowance or income. The income
level divided into seven level which is less than RM1000, RM1001RM2000,
RM2001RM3000, RM3001RM4000, RM4001RM5000 and above than RM5000. 11
of respondents has income level less than RM1000, 4 of respondents has income
level from RM1001RM2000, 3 of respondents RM2001-RM3000, 6 of respondents
has income level RM3001-RM4000, 4 of respondents has income level RM4001RM5000. The higher frequency of respondents is less than RM1000. From their
income, our company can set the price for this level income to attract them come to
Seoul Garden.

Question 5

Customer ever come to food restaurant in Seri Iskandar

13%
yes

no
87%

Based on pie chart above, we asking the respondents whether they ever go to food
restaurant in Seri Iskandar or not. 26 respondents represent 87% ever go to food
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restaurant in Seri Iskandar. 4 respondents that represent 13% never go to food
restaurant in Seri Iskandar. The higher respondent said that they ever go to
restaurant. The majority of respondent ever come to food restaurant because they
are come population area in Seri Iskandar.

ethnic food in Seri Iskandar

Question 6

Based on graph above, we asking respondents about why they never go to ethnic
food in Seri Iskandar. Respondents never go to ethnic food restaurant in Seri
Iskandar because food quality is bad, environmental cleanliness is bad and bad
services. 1 respondent agree that food quality that served by restaurant is bad and
3 respondents agree that environmental cleanliness that served by restaurant is
bad. The majority of respondents said that the environmental cleanliness of ethnic
food restaurant in Seri Iskandar so bad.

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Preferences Food Restaurant

Question 7

Based on graph above, we asking about the food restaurant that respondent prefer
in Seri Iskandar. Our company state three restaurants that most popular in Seri
Iskandar such as Lanz Caf, Double A Steamboat, Zalila and other. Lanz Caf has 6
respondents, Double A Steamboat & Grill has 5 respondents, Zalila Restaurant has 9
respondents and other food restaurant is 7 respondents. The higher frequency of
food restaurant that respondent prefers is Zalila Restaurant. Zalila Restaurant
served variety of food such as ethnic food from Thailand. Other food restaurant that
respondents prefer is Chillex, Mamak and Amsyar restaurant.

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Do you ever come to Seoul Garden
Yes

20%

No
80%

Question 8

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Based on pie chart, we asking about the respondent whether they ever come to
Seoul Garden or not. 80% of respondent said yes that they have been to Seoul
Garden and 20% said that they never go to Seoul Garden. The higher of number of
respondents is people who have been to Seoul Garden. We asking this question to
know whether they ever trying the ethnic food that served by company. It is also
shows that our company has potential to open new branch in Seri Iskandar.
Question 9

Customer Perception Towards Seoul Garden

Based on graph above show, the reason why people who never come to Seoul
Garden cause of expensive price, uncomfortable place, not variety of food and other
reason. 3 of respondents said that the price of each dish is very expensive, 1 of
respondent said that there are uncomfortable place, no respondents state that the
variety of food causes they did not come to Seoul Garden and 2 of respondents
state the other reason which is they do not have enough money to go and there are
never open at their place. This is important to our company know what the factor
that causes they did not come to Seoul Garden. From that, our company will give
solution for the matter arising in company.

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Customer Acceptance of Seoul Garden

Question 10

From graph above, we are asking about the customer opinion if we open new
branch in Seri Iskandar. Majority of 30 respondents said yes that Seoul Garden
should open new branch in Seri Iskandar. From that, we know that people in Seri
Iskandar agree that Seoul Garden shoul open in Seri Iskandar because our company
provides student price and promotion during school holiday.

How do you know about our company

Magazine; 8%

family; 15%

Advertisement ; 35%
friend; 42%

Question 11

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From pie chart above, we are asking to respondents on how they know about Seoul
Garden. 15% of respondents know from family, 42%of respondents know from
friends, 35% know advertisement, 8% of respondents know from magazine and no
people state for other. The higher frequency of respondents knows about Seoul
Garden from friend. Friend is majority respondent said they usually heard from
friend. It is our opportunity to create a good view to customer so that they can
share experience with other.
With whom usually you come to Seoul Garden
Friend /
colleague

4%
33%
63%

Family
Other

Question 12

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For pie chart, we are asking to respondents with whom usually they come to Seoul
Garden. 63% of respondents usually come with friends or colleague, 33% of
respondents usually come with family and 4% of respondent usually come with
other people such as girlfriend/boyfriend. The opportunity that our company sees is
we can create new area for people who come with friend. It will make our customer
more comfortable to enjoy their meal without any interruption.

Question 13

Type of food customer prefer to buy

Based on graph shows, we are asked about types of food that customer prefer each
time come to Seoul Garden. 4 of respondents more prefer BBQ Marinated Meat, 14
of respondents more prefer steamboat, 3 of respondent prefer to seafood and 3 of
respondent prefer to Korean appetizer. No people state different type of food in
Seoul Garden. It shows difference person has different type of food. Company need
to grab the opportunity to make variety of food for restaurant.

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Question 14

How much do you spend each time go to Seoul Garden?

10

From the graph, we are asked about how much they spend each time go to Seoul
Garden. 6 people of respondents spend below than RM50, 10 people of respondents
spend RM51-RM100 and 8 people of respondents spend RM101 and above each
time go to Seoul Garden. It is show that the higher customer spends each time is
from RM51 RM100. The customer may be bringing along their family or friend to
Seoul Garden, it will be higher total spending each time they go to Seoul Garden.

When did you come to Seoul Garden

Other
Meeting
Occasion Day
End of Month

Question 15

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From bar chart above, we are asking when they came to Seoul Garden. 4 people of
respondents came to Seoul Garden during end of month. 14 people of respondents
came to Seoul Garden during occasion day such as anniversary day, company event
and birthday. 3 people of respondents came to Seoul Garden during meeting and
other event such as leisure time. The higher frequency of people will came to Seoul
Garden during the occasion day. So, our company need to gives promotion and
gives coupon.

Good of services
Very disagree
Disagree
50%

50%

Agree
Strongly Agree

Question 16

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For rating scale, we asked about the services of Seoul Garden. 50% of respondents
strongly agree about the services that provide by our company is very good. Other
50% of respondents also agree about the services that provide by our company.

Good of food quality

Very disagree

Disagree

Agree

Strongly Agree
46%

54%

Question 17

For quality of food, we are asked the opinion of respondent that the food has any
problem during our employee serve to customer. 54% of people agree that food has
a good quality and 46% of people strongly agree that food has good quality. It is
shows that food of Seoul Garden can adapt with Malaysian taste.

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Affordable Price
Disagree; 29%
Very disagree; 71%

Question 18

For affordable price, we are asked the opinion of respondent about the price setting
by our company. 71% of people agree the food that provide by company has
affordable price. 29% of people strongly agree that our company provide affordable
price. From that, customer chooses food based on pricing that setting by company.

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Good of environmental cleanliness

Disagree; 46%

Very disagree; 54%

Question 19

For cleanliness of Seoul Garden, we asked to respondent about the environmental

cleanliness of restaurant whether is good or bad for them. 54% of people agree that
Seoul Garden has provided a good environmental cleanliness to customer.

It is

make customer feel good to enjoy their meal here.

Question 20
The majority of respondents who answer the open-ended question on their
suggestion to attract people in Seri Iskandar come to Seoul Garden are respondent
more focus the service that provide by company. The service that respondent gives
as the suggestion to attract people is free wifi, take away counter, fast delivery and
provide baby chair at the restaurant. Otherwise, the suggestion to attract people in
term of promotion which is they should give coupon, free gift and give student
price. Other answer is not valid with the question that our company gives in the
questionnaire.

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DISCUSSION
Our company needs to know why we are choosing the question that suitable to
answering by respondents. The question that state in the questionnaire is important
to our company because every opinion by respondents, it will reflect to our
company which is on how the company will be run to produce the product.
Firstly our company chooses question number 11. Our company chooses to
determine the questions on how our respondents know about the company whether
through family, friends, advertising, magazines and others. Our company chooses
this question because we need to determine whether our company has the brand
name that recognized by the respondents or not. From this question, our company
will know through what is the medium that customer used to determine our
company.
Secondly, our company chooses question number 12. Our company also chooses
the question with which usually customer comes to Seoul Garden to determine the
customer behavior when they are going to restaurant. This question is important
when our company asking with whom usually they come to Seoul Garden because
our company can build or separate between these categories at new area for make
customer feel good with the environment of company.
Thirdly, our company chooses question number 13 where our company chooses the
question what type of food that respondents prefer to buy when they go to
restaurant. Our company chooses this question to know the majority of respondents
prefer when they are went to restaurant. From this question, we will know about the
customer interest on food that our company serving for customer. The respondent
also can give their opinion towards other dishes that usually they prefer each time
they went to Seoul Garden.
Fourthly, our company chooses question number 14 where we asking the
respondents about their total spending each time they go to Seoul Garden. Our
company choose this question because we look this question important to identify
how much they will spend each time they go to Seoul Garden. If the total spending
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higher, our company will make variety of food to customer and give a special price
for them.
Lastly, our company choose question number 15 where we asking the respondents
when did they came to Seoul Garden. This question is important to our company
know because we can make more promotion in term of pricing and type of food. If
our company can determine when customer came to Seoul Garden, it will increase
the productivity of production to produce more products to customer.

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CONCLUSION
Type

Yes

No

Total of respondents

Female

11

15

Male

13

15

Table 1: Number of respondent who come to Seoul Garden

Based on the table above show that the total number of respondent who has come
to Seoul Garden. The table show differences between the gender and the number of
respondent who has come to Seoul Garden. Our company chooses this type of
question to know whether the respondents ever eat at Seoul Garden or not.
Based on the interpretation above, our company knows the higher number of
people who has come to Seoul Garden is from male gender which 13 of respondent
said yes that they ever go to Seoul Garden. It is shows that the number of male that
ever came to Seoul Garden is better than the number of female who has come to
Seoul Garden which is 11 of respondents. Male may be come with their family and
friend to enjoy meal at Seoul Garden. Usually male gender is majority people who
love to eat at the restaurant.
From the interpretation also, our company know some of respondents never come
to Seoul Garden. The number of female respondents who never come to Seoul
Garden is 4 people and the number of male respondent who never come to Seoul
Garden is 2 people. When they never come to Seoul Garden, it is show that Seoul
Garden do not attract to their interest to trying the food that provided by our
company. It is show our company need to improve the company performance to
attract customer come and taste the food that provided by our company.
Conclusion, the higher frequency of respondents may be loyal toward the brand
name of Seoul Garden. The people who never come to Seoul Garden should try the
taste the food that served by our company.

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SUGGESTION AND RECOMMENDATION

Through the data collected by primary and secondary data, the General
Manager can identify the ways to company get the information. By using sampling
data technique, our company chooses cluster and convenience sampling. Our
company list all the area that able our company to distribute the questionnaire such
as Taman Gemilang, Taman Sidec and Taman Maju and Taman Puncak Iskandar.
However, convenience sampling is the technique on how our company distributes
randomly the questionnaire to respondent. During we distribute the questionnaire,
the matter occur when respondent refuse that they do not wants to answer my
questionnaire.
Otherwise, the respondents also give their suggestion to attract people in
Seri Iskandar come to Seoul Garden. The suggestion that respondents give in their
suggestion question is promotion, service that provided by company, environmental
cleanliness of restaurant. Our company needs to make improvement when the new
branch develops in Seri Iskandar. People give their suggestion to make the company
be famous brand name of food restaurant in Seri Iskandar.
The suggestion to improve the sampling technique is we need to give the
permission letter to them before we distribute the questionnaire. It is happened
during when we distribute the questionnaire at that area. Company should give
more promotion because majority people in Seri Iskandar are student where here
have many education institutions.

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References
Data Collecting Service. (n.d.). Retrieved April 5, 2015, from Primary and Secondary
Data: http://www.datacollectionservices.net/our-data-collectionservices/primary-and-secondary-data-collection/
Data Collecting Service. (n.d.). Retrieved April 7, 2015, from Primary And Secondary
Data Collection: http://www.datacollectionservices.net/our-data-collectionservices/primary-and-secondary-data-collection/

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APPENDICES

Source: Google Map of Taman Maju, Seri Iskandar

Source: Google Map of Taman Gemilang

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Source: Google Map of Taman Sidec

Source: Google Image

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