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Report
Study the Favorable parameters that will ensure the
Sustenance of eatery near IIM Raipur
Group:
1.
2.
3.
4.
Table of Contents:
Introduction:.......................................................................................................................
Research Methodology:......................................................................................................
Preliminary Analysis:..........................................................................................................
Data Analysis & Interpretation:..........................................................................................
Factor Analysis...................................................................................................................
Cluster Analysis:.................................................................................................................
Multi Dimensional Scaling:...............................................................................................11
Observations & Recommendations:.................................................................................12
Questionnaires.................................................................................................................25
Initial Questionnaire.........................................................................................................27
Introduction:
The food that is served in the student mess is severely deteriorating. Daily menu
range, lack of proper taste and the monotonous menu are a few reasons due to which
the students look for dining options outside the college. Further, students frequent
during evenings (including snacks and dinner) due to the free time available, when
compared to lunch. We identified that the main reasons for outside dining are for better
quality of food implying the variety of cuisine and the taste of the menu and
experience of fine dining focusing on ambience, music and bar options (stress
relieving).
Through the survey we would want to identify the aspects that the students of IIM
Raipur regard as the must have factors for restaurant near IIM Raipur providing lunch,
snacks and dinner. As explained, the factors are classified into the basic features
covering the types of cuisines, variety in the menu and the experience aspects, which
would cover the ambience. Another important aspect we would focus is the timings of
the restaurant and the delivery promptness as most of the restaurant ordering happens
impromptu. Also we would want to establish the factors that ensure the repeatability of
the customers through this study.
Research Methodology:
Studies Proposed:
Study 1: To understand the reasons for dining out by students of IIM Raipur. Analyze
the propensity of students to dine out based upon factors like holidays, presence
certain cuisine, effect of weekdays & weekends, exams, weather etc.
Study 2: Segmentation & Profiling: To identify and profile the customer segments
based upon various factors like timings, weekdays etc.
Study 3: Consumer Preference: To gauge the preferences of consumers based on
factors like ambience, price, cuisine, quick service etc.
Study 4: Competitor Analysis: To understand who the competitors would be for the
hotel and their positioning (low cost/premium etc.) in the minds of consumer.
Deliverables:
Study 1:
Key Deliverables: Factors that effect the dining experience of students of IIM Raipur
Study 2:
Segmentation & Profiling: Key deliverables: Student segments, size of segments,
profiles of segments
Study 3:
Key Deliverables: Consumer preferences based on attributes
Study 4:
Key Deliverables: A perception map for hotels in IIM Raipur on various factors
deemed important by students of IIM Raipur
Preliminary Analysis:
1. According to our analysis, nearly 65% of the students eat outside (not in the
campus mess) atleast once or twice a week.
Diningout
frequency
Count
None
3.33%
12
64.44% 58
23
20.00% 18
35
7.78%
Morethan5 4.44%
Total
90
100%
2. The most preferred cuisine is North Indian and the least preferred one is
Continental cuisine.
North
Indian
South
Indian
Italian
Chinese
Continen
tal
Others
57.14%
26.19%
9.52%
3.57%
2.38%
1.19%
25.00%
26.19%
23.81%
8.33%
14.29%
2.38%
5.95%
4.76%
14.29%
26.19%
21.43%
29.76%
33.33%
27.38%
20.24%
9.52%
4.76%
2.38%
5.95%
5.95%
15.48%
23.81%
44.05%
4.76%
1.19%
1.19%
0.00%
3.57%
9.52%
84.52%
3. Two of the major reasons students prefer eating outside are the Dissatisfactory
mess food and Hanging out with friends
ReasonsforDiningOut
Count
Dissatisfactorymessfood 72.22% 65
Hangoutwithfriends
63.33% 57
ChangeofCuisine
35.56% 32
Holidays
22.22% 20
Festivals
14.44% 13
Birthdays
37.78% 34
Weekends
31.11% 28
Others
7.78%
Total
100%
90
4. The usual group size that dines out is between 3-5 people or more than 5 people.
Answer
Count
Alone
4.49%
13
20.22% 18
35
38.20% 34
Morethan5 37.08% 33
Total
100%
89
5. Top requisite for a restaurant according to our survey turns out to be Ambience
which is followed by Quick Service, Price and Cuisine. (Refer Appendix)
6. The highest preferred restaurant in and around the campus is Parghani Restaurant,
followed by our very own Night canteen in the campus, where as the least preferred is
Rooftop Royal located in Santhoshinagar. (Refer Appendix)
7. Nearly 87% of the students who dine out prefer to go out for Dinner over other 13%
who prefer Breakfast or Lunch. (Refer Appendix)
8. Average amount spent by a student in one visit is Rs. 450/- where the minimum and
maximum amounts vary over a range of Rs. 100/- to Rs. 1000/-(Refer Appendix)
9.Nearly half of the students (47%) prefer offers directly from the menu while the rest
prefer Combo offers and Buffets. (Refer Appendix)
10. Shirin Biryani Centre located in Sejbahar stands out for its Quality of food and low
priced menu. (Refer Appendix)
11. Parghani Restaurant stands out significantly for its Quality of food followed by
Ambience and Low priced menu. (Refer Appendix)
12. Baba ka Dhaba on the other hand stands out only for it Low priced menu. (Refer
Appendix)
13. Majority of the participants (70%) in the sample are aged between 20-25 and the
other 25% are aged between 26-30. (Refer Appendix)
14. Over 65% of the participants in the survey are male where as 35% are female
(Refer Appendix)
Factor Analysis
Factor Analysis, to group the items into factors based upon Squared Loading values
Total Variance Explained
Initial Eigenvalues
Extraction Sums of Squared Loadings
Component
Total
1
2
3
4
5
6
7
8
9
10
11
12
3.359
1.960
1.569
1.306
.910
.768
.577
.531
.366
.242
.227
.186
% of
Cumulative
Variance
%
27.994
27.994
16.332
44.326
13.073
57.399
10.880
68.279
7.585
75.864
6.400
82.264
4.812
87.076
4.422
91.498
3.050
94.549
2.014
96.562
1.891
98.454
1.546
100.000
Total
3.359
1.960
1.569
1.306
% of
Cumulative
Variance
%
27.994
27.994
16.332
44.326
13.073
57.399
10.880
68.279
.618
191.098
66
Rotati
on
Sums
of
Squar
ed
Loadi
ngs
Total
2.467
2.322
1.941
1.464
Sig.
.000
Clean Surroundings
Wait for tasty food
Willing to pay more for
better dining
Greater Variety
Closer Reach
Quick Delivery
Concern for Surroundings
Dont travel long distances
Hate to wait longer time
Not Price Conscious
Well behaved Employees
Lesser Waiting Time
Component Matrixa
Component
1
2
3
.776
-.153
.050
.322
-.368
.590
.638
-.423
.475
.278
.405
.795
-.255
.142
.743
-.206
.532
.640
-.553
.635
.221
.504
.683
.294
-.137
-.143
.138
.109
.322
.277
.340
.250
-.342
.166
-.487
-.490
4
-.365
-.049
.429
.181
-.124
-.136
.420
-.042
.785
.276
.217
4
-.459
.059
.065
.506
-.066
-.321
-.173
.191
-.328
.831
.121
Cluster Analysis:
The respondents are segmented using this analysis into clusters. On basis of previous
factors identified. Hierarchical Clustering is done to realize the number of clusters. The
length of Dendrogram resulted in creation of 2 cluster analysis. The K-type Cluster
analysis was used to group the respondents into 2 segments based upon factors.
From the analysis(based upon F & Sig. value) we observe that:
For Factor 1: Clusters 1 & Clusters 2 are not significantly differentiated.
For Factor 2,3,4: The Clusters are significantly differentiated.
Final Cluster Centers
Cluster
REGR factor score 1 for
analysis 1
REGR factor score 2 for
analysis 1
1
-.60276
1.11001
2
.07009
-.12907
.84816
-.09862
1.50006
-.17443
ANOVA
F
REGR factor score
analysis 1
REGR factor score
analysis 1
REGR factor score
analysis 1
REGR factor score
analysis 1
Sig.
1 for
2.074
.157
2 for
7.884
.007
3 for
4.297
.044
4 for
16.774
.000
Number of respondents: 49
Cluster 1: 10.4% of respondents
Cluster 2: 89.5% of respondents
Number of Cases in each Cluster
1
5.000
Cluster
2
43.000
Valid
48.000
Missing
1.000
2
.07009
-.12907
-.09862
-.17443
ANOVA
F
REGR factor score
analysis 1
REGR factor score
analysis 1
REGR factor score
analysis 1
REGR factor score
analysis 1
Sig.
1 for
2.074
.157
2 for
7.884
.007
3 for
4.297
.044
4 for
16.774
.000
1
2
Valid
Missing
5.000
43.000
48.000
1.000
Proxscal:
Multidimensional scaling attempts to find the structure in a set of proximity measures
between objects. This process is accomplished by assigning observations to specific
locations in a conceptual low-dimensional space such that the distances between
points in the space match the given (dis)similarities as closely as possible. The result is
a least-squares representation of the objects in that low-dimensional space, which, in
many cases, will help you to further understand your data.
Final Coordinates
Dimension
1
2
Shirin
.087
-.414
Pargani
-.358
-.379
RoyalRoofTop
.037
.240
BabaKaDhaba
-.615
.395
AgarawalSweets
.849
.158
Also, the preliminary analysis would help in understanding the positioning of these
restaurants based on these dimensions.
We observe that from K-type Cluster analysis of data, two clusters are formed. For
these two segments we could infer that:
Cluster 1 has taste seeking, Reach and Variety seeking customers. This segment has
10.4% of total respondents.
Cluster 2 has price conscious customers. This segment has 89% of total respondents.
For 20-25 year age segment (85% of total population)
By following the same analysis we observe that, Cluster 1 has taste conscious
customers who are ready to pay a premium for the food.(10%)
Cluster 2 were reach and price conscious customers. (90%)
Multi Dimensional Scaling has created a perceptual map of the competitors like Roof
Top, Agarawal Sweets, Pargani etc. The maps on two dimensions show Agarawal sweets
placed higher on dimension1.
Also babakaDhaba placed very high on dimension 1.
From Initial analysis, we can conclude that
Dimension 1 should be Price conscious customers
Dimension 2 should be taste and variety seeking customers
To Setup a new restaurant, based upon the analysis
Cluster 2 customers could be targeted, who are reach and price
conscious.
They are ready to adjust on quality and taste.
If cluster 1 customers are targeted, they are ready to even travel a
farther distance to get quality food. So, the restaurant should focus on
variety, taste and ambience.
Appendix
SustenanceofeaterynearIIMRaipur
September6th2016,8:39pmIST
Answer
Count
None
3.33%
12
64.44% 58
23
20.00% 18
35
7.78%
Morethan5 4.44%
Total
90
100%
Answer
Count
Bar
18.89%
17
PrivateDining
23.33%
21
Buet
28.89%
26
QuickService
54.44%
49
Ambience
64.44%
58
Variants
34.44%
31
Cuisine
50.00%
45
Proximitytocollege
36.67%
33
Price
51.11%
46
Others
2.22%
Total
100%
90
Raipur
Questio
n
Total
18.07%
28.92%
9.64%
8.43%
12.05%
83
20.48%
15.66%
24.10%
14.46%
8.43%
83
25.30%
13.25%
12.05%
12.05%
4.82%
83
Night
Cantee
22.89
n @ IIM
Raipur
Shirin
Biryani
Center
16.87
%
Pargha
32.53
ni
Baba
Ka
3.61 %
14.46%
20.48%
25.30%
19.28%
16.87%
83
13.25
10.84%
10.84%
19.28%
24.10%
21.69%
83
10.84%
10.84%
9.64%
21.69%
36.14%
83
Dhaba
Agarwa
l
Sweets
Roof
top
Royal
10.84
%
Answer
Count
Breakfast 2.22%
Lunch
6.67%
Snacks
4.44%
Dinner
86.67% 78
Total
100%
90
Minimu
m
Maximu
m
450.34
220.24
48506.85 89
Mean
Std.
Deviatio
n
Variance Count
Answer
Count
Directlyfrommenu
46.59% 41
Combooffers
25.00% 22
Buet
21.59% 19
FamilyPacks
3.41%
Others
3.41%
Total
100%
88
10 - Multiple Answers
Answer
Count
LowPrice
44.30%
35
Ambience
12.66%
10
QualityFood 45.57%
36
QuickService 20.25%
16
Total
79
100%
11 - Multiple Answers
Answer
Count
LowPrice
32.56% 28
Ambience
33.72% 29
QualityFood 48.84% 42
QuickService 10.47% 9
Total
100%
86
12 - Multiple Answers
Answer
Count
LowPrice
63.64%
49
Ambience
1.30%
QualityFood 27.27%
21
QuickService 19.48%
15
Total
77
100%
13 - Age (years)
Answer
Count
<20
1.12%
2025
70.79% 63
2530
25.84% 23
>30
2.25%
Total
100%
89
14Gender
Answer
Count
Male
62.92% 56
Female
35.96% 32
Others
1.12%
Total
100%
89
Questionnaires
Restaurant Survey
Age
<15 yrs
15-20 yrs
20-25yrs
25-30yrs
30 yrs and above
Never
1-2 tiimes
3-5 times
More than 5
Breakfast
Lunch
Dinner
Anytime
North india
South India
West India
Central
East India
1 2 3 4 5 6 7
Strongly Disagree
1 2 3 4 5 6 7
Strongly Disagree
1 2 3 4 5 6 7
Strongly Disagree
1 2 3 4 5 6 7
Strongly Disagree
1 2 3 4 5 6 7
Strongly Disagree
1 2 3 4 5 6 7
Strongly Disagree
1 2 3 4 5 6 7
Strongly Disagree
1 2 3 4 5 6 7
Strongly Disagree
1 2 3 4 5 6 7
Strongly Disagree
1 2 3 4 5 6 7
Strongly Disagree
1 2 3 4 5 6 7
Strongly Disagree
1 2 3 4 5 6 7
Strongly Disagree
Initial Questionnaire
1. How many times do you eat outside? (in a week)
None
1-2
2-3
3-5
More than 5
2. Rate the cuisine based on your preference
1 Chinese
2 North Indian
3 South Indian
4 Italian
5 Continetal
6 Others
Agarwal Sweets
Rooftop Royal
7. What time do you prefer to visit a restaurant?
Breakfast
Lunch
Snacks
Dinner
Buffet
Family Packs
Others
25-30
>30
14. Gender
Male
Female
Others