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Consumer Behaviour

Phase 1 Report

Batch II

Submitted to:
Prof. Neena Sondhi

Submitted by:
The Storm Borns

Kritika Baid 17PGDM151


Manasvi Saxena 17PGDM152
Rahul Gupta 17PGDM094
Riddhita Sarcar 17PGDM098
Vanika Dua 17PGDM182
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Table of Contents

Category Snapshot – Restrobar .................................................................................................................... 3


Sample Profile ............................................................................................................................................... 4
Store Details .................................................................................................................................................. 5
Consumer Decision Making Process ............................................................................................................. 8

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Category Snapshot – Restrobar
According to a report by Euromonitor, restrobars have been growing faster than cafes
propelled by younger consumers, competitive pricing and an expansion of options. Indians, as
individuals are highly accommodating and adaptable. This attitude gave rise to a myriad of pubs
and bars even though drinking isn’t traditionally part of the social culture in India. The Indian
pubs also keep food on the menu to appeal to a wider audience. This is how the term "resto-
bar" came to be used, where one can dine-drink and dance later.

The food and beverage sector in India is extremely evolving in nature with even more evolving
restaurant trends. This sector is already the largest retail consumption category in India,
accounting for approximately 31% of the country’s consumption basket. According to a report
from National Restaurant Association of India (NRAI), Annual sales in the restaurant industry
are $783 billion and Annual food and beverage purchase are projected to be at $279 billion.
Pub Bars Club & Lounges make up almost 15% of the retail chain.

According to a survey by Franchise India, 34% of the people eat out two to three times a week,
while 27% eat once a week, about 11% eat three or more times a week, 12% eat once a month,
3% eat on special occasions, while 12% love to eat daily at a restaurant. The per capita income
of the Indian household has increased and there are more working people per household. With
more disposable income at hand and the work-life imbalance in the mix, people are eating out
more frequently. The young working crowd is also more adventurous and willing to experiment.
People today are also willing to pay a premium for an exceptional service and experience.

Despite the growth of the sector, the past year turned out to be highly eventful with the
challenges it imposed. Firstly, service charge was made optional. Then, highway liquor ban and
GST came into effect. Soon after, hookah was also banned. But it was not all gloomy as GST rate
was cut down to 5% for restaurants and online liquor application was made possible along with
being allowed to sell mineral water above MRP.

Apart from a horde of trends which were a major attraction in 2017, restaurants and bars in
2018 are witnessing new and growing trends such as Quick Service Restaurants (Q-S-R),
authentic native cuisines, fruit-based beverages, mixology (the practice of making good
cocktails), fermented beverages to name a few. Also on the rise are technological trends such
as automated marketing, Restaurant POS systems which are restaurant management systems,
Coravin, a device that helps pour wine without actually opening the cork or damaging the
bottle.

No matter what your choice of drink is, sipping it at a uniquely uber-cool place holds the appeal
to rejuvenate your mood instantly. Mostly though, men and women under 40, working with
MNCs blended well with the concept of pub culture. Contrary to the popular notion that
weekend brings maximum crowd. People go there to unwind and discuss meeting over food
and beer. Informal settings of a restobar are preferred over the setting of a formal restaurant.

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Sample Profile

Gender

Occupation

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Job Description

Education

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Store Details

Observation 1

Store location: Dlf promenade mall , first floor


Time : 3:30-4:15 pm on a sunday
Store details
Location: Dlf promenade mall, vasant kunj first floor
Layout : 8 high chairs near the bar , 3 couch tables , 5 small tables ,2 Big screen TVs on top on
which the match was screened, An interactive screen was present as well which showcased
beer trivia,current offers etc. the other extreme side had merchandise such as throw
pillows,coasters, mugs,phone covers related to beer and quotes about beer on it
Store personnel: All waiters and the bartender wore funky badges, which had quotes related to
beer
Sales promotion activities: Beer cafe app download and avail offers, Beerocrat Membership -
Where one pays 6000 per year and has access to a special menu which has prices lower than
the traditional menu
Typical no of consumers present during the visit: Housefull
Customer movements:
Purchase behaviour: 3 different menus were there a) The different kinds of beers and spirits b)
cocktails and non alcoholic beverages c) Food menu - pasta,pizzas,burgers,finger food
Most of the consumers had ordered a beer - budweiser ,Bira with some finger food and pizza
Miscellaneous

Observation 2

Time: 6:45-7:45 pm on a Monday


Store Personnel: Was very stringent with the age limit on alcohol.
Total no. of consumers present during the visit: 22 (7 left, without ordering)
Customer Movements & Purchase Behaviour:
a) 2 men - early 40s - sitting in the table right at the centre of the bar, they had beer bottles.
Were animated in their conversation but not loud. They had ordered fries and starters (medium
snacks). Dressed casually in shirts and jeans.
b) 2 women in their 40’s talking (had done some shopping in the mall, were dressed casually in
salwar suits) but not ordering for 10 minutes. They were waiting for someone. Another woman
(age around 35, wearing a chiffon sari, light makeup) came and joined them - ordered non

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alcoholic drinks only. No food.
c) 3 men - one in his early 30s and the other two looked older (around 35) - were almost
finished eating/drinking. They were sitting in the corner table beside the restaurant window
near the entrance. They were laughing and talking loudly - beer bottles, red bull can, some light
salad/snack item. Dressed casually in polo shirts and jeans.
d) 2 girls and 1 boy in their 20’s- had already eaten. They had been sitting in one of the tables
near the restaurant window. They were wearing fashionable attires.
d) 1 man appeared to be 35ish - healthy structure - a lone drinker (pepsi plus whisky,2 times).
He had a thick envelope in his hand. He went directly to the bar counter. He was coming in at
regular intervals (10 minutes), drinking his drink (which the bartender kept ready, and covered
with a napkin), and leaving. He came and went a total of 4 times. Seemed like a regular. He was
dressed in a shirt (untucked) and jeans.
e) 3 men in their late 20s - sat at the bar counter and drank beer from mugs. Did not order
food. They were dressed casually in shirts/polo shirt and jeans.
f) 1 young couple looked at the menu outside the store and went away.
g) 3 men in their 40s, entered the store enquired about some things and went away.
h) 2 men (60-65 years) came and sat, looked at the alcohol menu and then left.

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Consumer Decision Making Process

Need Recognition

Information Search
Most respondents do a limited market research while selecting a restrobar. They consult their
family and friends for suggestions and then decide the best alternative. While ordering from
the menu as well, most respondents do a limited market research by reading through the menu
and then deciding on what to eat. In certain cases, they may additionally also browse through
Zomato and look at reviews online.

Evaluation of alternatives
As per the data collected from the sample respondents, the product category, that is choosing a
restrobar, is sometimes an affective choice and sometimes an attribute based choice with more
respondents leaning towards an affective choice. Ambience is what most people seek followed
by proximity and affordability. This makes it a combination of both affective and attribute
based choice. However, occasionally attribute based choice may prevail over affective choice if
the consumer is pressed for time or it may become vice-versa if the consumer is in the mood to
relax and unwind. Restrobar as a product ranged from medium to high involvement, depending
upon the respondent. For respondents who make attribute based choice, it is a high
involvement product. For consumers who make an affective choice, it is a medium involvement
product.

Purchase
The purchase process in a restro bar lies on the consumer who places the order.Once the order
is placed, the purchase will be made. The mode of payment for most of the consumer segment
is by debit or credit card. Many restrobars these days offer variety of payment options like card
payment, cash, mobile wallets etc. and give 10-15% discount if a customer pays through a
specific bank’s card. This makes the life of the consumer easy and the purchase is completed
quickly. If the purchase process takes too long, it also creates post purchase dissonanace among
the consumers as purchase process is also considered a service provided by the restro bar.

Post Purchase
All the 10 respondents have been dissatisfied by one or more restrobars in their previous
experiences. This has led to post purchase dissonance among the customer segment. Most of
the respondents (7 out of 10) said that they usually express their disappointment to the
restaurant staff (the server or the manager), while 3 of them said they would come back and
write a negative review online (Zomato or Google). Two of them would write a post on
Facebook to share their “bad” experience with their friends and family. 2 of them would also
not recommend the place to their friends, family or colleagues.The post-purchase behaviours
are overlapping with some people doing more than one activity (talk to the manager, write a
review, put up a post) if they were horribly dissatisfied with the restrobar.

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Only 2 out of the 10 respondents said that they do not tip at all as they always pay by card. The
others (6 respondents) said that they usually tip if the service was exceptionally good. Two of
the respondents said that they always gave a tip to the waiter, provided that the service is not
extremely dissatisfactory.
Only 1 person agreed to the fact that tipping is a reflection of the service level of the restrobar.
Rest of them disagreed.

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Appendix
Interview

RESPONDENT 1: Interviewed by Riddhita Sarcar

1. Demographic Details
A. Age of the respondent - 35

B. Which social networking apps do you use daily? How much time do you spend per
day on these apps? How much time do you spend per day consuming video content
(YouTube, Netflix) – I use mostly Facebook and WhatsApp, just joined Instagram. I
spend around 3 hours daily on social media. I use YouTube sometimes (to check
some movie trailer/new song/cooking recipe/beauty videos) – around 20 mins
daily.

2. Risks associated, Level of involvement, Kind of decision making


a. Rank the below features from 1-6 while selecting the restrobar (1 being the lowest
and 6 being the highest) –
i. Affordability - 4
ii. Ambience and vibe - 6
iii. Variety of beverages served - 1
iv. Gentry - 5
v. Prompt service - 2
vi. Proximity - 3

b. Rate the below factors from 1-5 for selecting the restrobar (1 being the lowest and
5 being the highest) –
i. Popularity of the restrobar - 5
ii. Variety served in it -2
iii. Expected waiting time for a table -1
iv. Promptness of service -3
v. Ratings of the restrobar available online-4

c. What among the following is the closest to your approach while selecting the
restrobar :-
i. You already have a favorite restrobar and you don’t search for upcoming
restrobars and their offers (no market research)

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ii. You randomly decide on any restrobar and head to it (no market
research)
iii. You ask your friends and family to suggest you some restrobars and you
decide one among the alternatives. (limited market research)
iv. You search for all the restrobar in the vicinity and then decide upon one
after evaluating all the parameters that matter to you. (extensive market
research)

d. If you already have a favorite restrobar, what factors led to it and how did you
evaluate those factors?
Afraa Deli (Kolkata) – It has been closed down.
The food was good and had a lot of variety. The seating was also cozy and
comfortable. The ambience was nice and “soft”. Prices are reasonable and I can
select from a variety of wines and cocktails.

e. What among the following is the closest to your approach while ordering from the
menu?
i. You already know what you want to eat and just need to skim through
the menu to find the same (No market research)
ii. You read through the menu properly and then decide upon what to eat
(limited market research)
iii. You ask your friends and family about the food, browse on zomato for
the reviews of the menu items and then place an order (extensive
market research)

f. Level of involvement in –
i. Selecting a Restrobar (Inferred from question a) – Medium
ii. Selecting what to order (Inferred from question e) - High

3. Problem recognition and information search:


A. State at least 3 reasons why do you visit a restrobar and how often do you do it?
I like going out, either with husband or friends. The dressing up and spending time
is an occasion in itself. Trying out new places, new cuisines – I am a food
connoisseur. I like spending special occasions in a happening place, instead of
staying in. Place highly recommended by friends/colleagues/family/online
reviews. I visit a gastropub almost every weekend. (around 3 times a month).

B. Do offers and promotion activities of the restrobar (CHOOSE ONE)


i. Attract you

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ii. Indifferent
iii. Repel you
4. Purchase behavior
A. What mode of payment do you prefer?
Cards (cashless payments).

5. Post purchase behavior


A. Have you ever been dissatisfied with the services of a restrobar? How do you convey
your displeasure? How often do you tip?
Yes, 3-4 times maybe.
I almost always post a “check-in” in Facebook. So whenever someone asks me how the
place was, I tell them that it was bad and a waste of time. If the place was
exceptionally horrible, I put up a separate post talking about the issue with the
restrobar.
I pay by cards, so there’s no option of giving tips.

B. Is the tip a major indicator of your experience?


No (Not applicable).

RESPONDENT 2: Interviewed by Riddhita Sarcar

1. Demographic Details
A. Age - 38

B. Which social networking apps do you use daily? How much time do you spend per day
on these apps? How much time do you spend per day consuming video content
(YouTube, Netflix)?
I use WhatsApp. I log in to Facebook about 2 times in a week. I spend around 1-2
hours. I use YouTube to see song videos/funny videos – around 20 mins daily.

2. Risks associated, Level of involvement, Kind of decision making


a. Rank the below features from 1-6 while selecting the restrobar (1 being the lowest and
6 being the highest)
i. Affordability - 5
ii. Ambience and vibe- 2

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iii. Variety of beverages served - 3
iv. Gentry - 1
v. Prompt service - 4
vi. Proximity - 6

b. Rate the below factors from 1-5 for selecting the restrobar (1 being the lowest and 5
being the highest)
i. Popularity of the restrobar - 2
ii. Variety served in it - 1
iii. Expected waiting time for a table - 4
iv. Promptness of service - 5
v. Ratings of the restrobar available online – 3

c. What among the following is the closest to your approach while selecting the restrobar?
i. You already have a favorite restrobar and you don’t search for upcoming
restrobars and their offers (no market research)
ii. You randomly decide on any restrobar and head to it (no market research)
iii. You ask your friends and family to suggest you some restrobars and you decide
one among the alternatives. (limited market research)
iv. You search for all the restrobar in the vicinity and then decide upon one after
evaluating all the parameters that matter to you. (extensive market research)

d. If you already have a favorite restrobar, what factors led to it and how did you evaluate
those factors?
No such favourites, go to the nearest one.

g. What among the following is the closest to your approach while ordering from
the menu?
i. You already know what you want to eat and just need to skim through
the menu to find the same (No market research)
ii. You read through the menu properly and then decide upon what to eat
(limited market research)
iii. You ask your friends and family about the food, browse on zomato for
the reviews of the menu items and then place an order (extensive market
research)
h. Level of involvement in
i. Selecting a Restrobar (Inferred from question a)- Low
ii. Selecting what to order (Inferred from question e)- Medium

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3. Problem recognition and information search:
A. State at least 3 reasons why do you visit a restrobar and how often do you do it?
There is an office party or some special occasion (going out with friends/wife).
There is a promotional offer going on.
I saw the place in Zomato listings and it was recommended by a colleague/friend.

B. Do offers and promotion activities of the restrobar (CHOOSE ONE) -


i. Attract you
ii. Indifferent
iii. Repel you

4. Purchase behavior
B. What mode of payment do you prefer?
Cards, sometimes cash.

5. Post purchase behavior


C. Have you ever been dissatisfied with the services of a restrobar? How do you convey
your displeasure? How often do you tip?
Yes. Before leaving I usually speak to the server and let him know about the issues.
I also let my friends and colleagues know that the place was not good.
If I am paying by cash, I leave a tip.

D. Is the tip a major indicator of your experience?


If the service was good, I leave a higher tip than what I give generally.

RESPONDENT 3: Interviewed by Vanika Dua

1. Demographic Details
A. Age – 36

B. Which social networking apps do you use daily? How much time do you spend per day
on these apps? How much time do you spend per day consuming video content
(Youtube, netflix)?
Instagram, Linkedin, Video content  less than an hr

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2. Risks associated, Level of involvement, Kind of decision making
a. Rank the below features from 1-6 while selecting the restrobar (1 being the lowest and
6 being the highest)
i. Affordability (Financial Risk) - 5
ii. Ambience and vibe- (Psychological risk) - 5
iii. Variety of beverages served (Functional Risk) - 3
iv. Gentry (Social Risk) - 4
v. Prompt service (Time Risk) - 2
vi. Proximity (Time risk) - 5

b. Rate the below factors from 1-5 for selecting the restrobar (1 being the lowest and 5
being the highest)

i. Popularity of the restrobar - 5


ii. Variety served in it - 3
iii. Expected waiting time for a table - 5
iv. Promptness of service - 3
v. Ratings of the restrobar available online - 5

c. What among the following is the closest to your approach while selecting the restrobar
:- ( highlight the selected approach)
i. You already have a favorite restrobar and you don’t search for upcoming
restrobars and their offers (no market research)
ii. You randomly decide on any restrobar and head to it (no market research)
iii. You ask your friends and family to suggest you some restrobars and you decide
one among the alternatives. (limited market research)
iv. You search for all the restrobar in the vicinity and then decide upon one after
evaluating all the parameters that matter to you. (extensive market research)

d. If you already have a favorite restrobar, what factors led to it and how did you evaluate
those factors?
No favourite restrobar.

e. What among the following is the closest to your approach while ordering from the
menu
i. You already know what you want to eat and just need to skim through the menu
to find the same (No market research)
ii. You read through the menu properly and then decide upon what to eat
(limited market research)
iii. You ask your friends and family about the food, browse on zomato for the
reviews of the menu items and then place an order (extensive market research)

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f. Level of involvement in
i. Selecting a Restrobar (Inferred from question a) - high
ii. Selecting what to order (Inferred from question e) - high

3. Problem recognition and information search:

I. State at least 3 reasons why do you visit a restrobar and how often do you do it?
To eat, Drink, spend time

II. Do offers and promotion activities of the restrobar (CHOOSE ONE)


a. Attract you
b. Indifferent
c. Repel you

4. Purchase behavior
A. What mode of payment do you prefer?
Debit card

5. Post purchase behavior


a) Have you ever been dissatisfied with the services of a restrobar? How do you convey
your dissatisfaction? How often do you tip ? Does it depends on the service?
I usually fill out the form, also post online if I am particularly displeased. Yes tipping
depends on service

b) Is the tip a major indicator of your experience?


No

RESPONDENT 4: Interviewed by Vanika Dua

1. Demographic Details
A. Age – 35

B. Which social networking apps do you use daily? How much time do you
spend per day on these apps?
WhatsApp and facebook , WhatsApp mostly , facebook is 10 mins

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C. How much time do you spend per day consuming video content
(Youtube, netflix)?
More than 1 hour

2. Risks associated, Level of involvement, Kind of decision making


a. Rank the below features from 1-6 while selecting the restrobar (1 being the lowest
and 5 being the highest)
i. Affordability (Financial Risk) 1
ii. Ambience and vibe- (Psychological risk) 4
iii. Variety of beverages served (Functional Risk) 5
iv. Gentry (Social Risk) 3
v. Prompt service (Time Risk) 6
vi. Proximity (Time risk) 2

b. Rate the below factors from 1-5 for selecting the restrobar (1 being the lowest and 5
being the highest)
i. Popularity of the restrobar 4
ii. Variety served in it 5
iii. Expected waiting time for a table 3
iv. Promptness of service 2
v. Ratings of the restrobar available online 1

c. What among the following is the closest to your approach while selecting the
restrobar :-
i.You already have a favorite restrobar and you don’t search for upcoming
restrobars and their offers (no market research) ✔
ii.You randomly decide on any restrobar and head to it (no market research)
iii.You ask your friends and family to suggest you some restrobars and you decide
one among the alternatives. (limited market research)
iv.You search for all the restrobar in the vicinity and then decide upon one after
evaluating all the parameters that matter to you. (extensive market research)

d. If you already have a favorite restrobar, what factors led to it and how did you
evaluate those factors?
None

e. What among the following is the closest to your approach while ordering from the
menu?
i.You already know what you want to eat and just need to skim through the menu to
find the same (No market research)
ii.You read through the menu properly and then decide upon what to eat (limited
market research) ✔

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iii.You ask your friends and family about the food, browse on zomato for the reviews of
the menu items and then place an order (extensive market research)
f. Level of involvement in
i. Selecting a Restrobar (Inferred from question a) - Medium
ii. Selecting what to order (Inferred from question e) - Low

3. Problem recognition and information search:


A. State at least 3 reasons why do you visit a restrobar and how often do you do it?
 If a new brewery or a new place opens up, want to try it
 Relaxation/leisure
 To be part of the social herd
Visit a restrobar ,once a month. Usually prefers to drink at home

B. Do offers and promotion activities of the restrobar (CHOOSE ONE)


a. Attract you ✔
b. Indifferent
c. Repel you

4. Purchase behavior
A. What mode of payment do you prefer
Debit/credit card

5. Post purchase behavior


A. Have you ever been dissatisfied with the services of a restrobar? How do you convey
your dissatisfaction and what actions do you take?
Yes, Convey my dissatisfaction by verbally telling the restaurant staff and the manager or
complaining on online platforms such as Zomato
How often do you tip ?
Depends on the service, if the service is exemplary like the guy genuinely advices on the good
thins on the menu, is courteous and did not show a complacent behaviour.

B. Is the tip a major indicator of your experience?


Yes

RESPONDENT 5: Interviewed by Kritika Baid


1. Demographic Details
A. Age- 35
B. Which social networking apps do you use daily? How much time do you spend
per day on these apps? How much time do you spend per day consuming video

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content (Youtube, netflix)- Whatsapp, Facebook & Instagram. average 3 hrs in
total.
Watch youtube on weekends sometimes. (1 hour max)

2. Risks associated, Level of involvement, Kind of decision making


a. Rank the below features from 1-6 while selecting the restrobar (1 being the
lowest and 6 being the highest)
i. Affordability (Financial Risk)-3
ii. Ambience and vibe- (Psychological risk) -6
iii. Variety of beverages served (Functional Risk)-2
iv. Gentry (Social Risk) -1
v. Prompt service (Time Risk)-4
vi. Proximity (Time risk)-5

b. Rate the below factors from 1-5 for selecting the restrobar (1 being the lowest
and 5 being the highest)
i. Popularity of the restrobar-3
ii. Variety served in it-1
iii. Expected waiting time for a table-4
iv. Promptness of service -2
v. Ratings of the restrobar available online -5

c. What among the following is the closest to your approach while selecting the
restrobar :-
i. You already have a favorite restrobar and you don’t search for upcoming
restrobars and their offers (no market research)
ii. You randomly decide on any restrobar and head to it (no market
research)
iii. You ask your friends and family to suggest you some restrobars and you
decide one among the alternatives. (limited market research)
iv. You search for all the restrobar in the vicinity and then decide upon one
after evaluating all the parameters that matter to you. (extensive
market research)

d. If you already have a favorite restrobar, what factors led to it and how did you
evaluate those factors? Don’t really have a favourite.

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e. What among the following is the closest to your approach while ordering from
the menu
i. You already know what you want to eat and just need to skim through
the menu to find the same (No market research)
ii. You read through the menu properly and then decide upon what to eat
(limited market research)
iii. You ask your friends and family about the food, browse on zomato for
the reviews of the menu items and then place an order (extensive market
research)

f. Level of involvement in
i. Selecting a Restrobar (Inferred from question a)- High
ii. Selecting what to order (Inferred from question e)- Medium

3. Problem recognition and information search:

A. State at least 3 reasons why do you visit a restrobar and how often do
you do it?
Like to go out on weekends or mid week, try a variety of food and
beverages, catch up with friends. 2-3 times a month
B. Do offers and promotion activities of the restrobar (CHOOSE ONE)
a. Attract you
b. Indifferent
c. Repel you

4. Purchase behavior
A. What mode of payment do you prefer- Cash/Card etc

5. Post purchase behavior


A. Have you ever been dissatisfied with the services of a restrobar? How do you convey
your dissatisfaction? How often do you tip?
Yes, if the food, ambience or service is not as conveyed. Talk to the server/manager.
Tip sometimes if experience was great.
review on zomato whether good or bad.

B. Is the tip a major indicator of your experience? No

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RESPONDENT 6: Interviewed by Kritika Baid

1. Demographic Details
A. Age- 36
B. Which social networking apps do you use daily? How much time do you spend
per day on these apps? How much time do you spend per day consuming video
content (Youtube, netflix) – Whatsapp,fb 1-1.5 hrs, watch youtube for 30 mins
daily.

2. Risks associated, Level of involvement, Kind of decision making


a. Rank the below features from 1-6 while selecting the restrobar (1 being the
lowest and 6 being the highest)
i. Affordability (Financial Risk) -6
ii. Ambience and vibe- (Psychological risk) -5
iii. Variety of beverages served (Functional Risk) -1
iv. Gentry (Social Risk) -2
v. Prompt service (Time Risk) -3
vi. Proximity (Time risk) -4

b. Rate the below factors from 1-5 for selecting the restrobar (1 being the lowest
and 5 being the highest)
i. Popularity of the restrobar -4
ii. Variety served in it -2
iii. Expected waiting time for a table -3
iv. Promptness of service -1
v. Ratings of the restrobar available online-5

c. What among the following is the closest to your approach while selecting the
restrobar :-
i. You already have a favorite restrobar and you don’t search for upcoming
restrobars and their offers (no market research)
ii. You randomly decide on any restrobar and head to it (no market
research)
iii. You ask your friends and family to suggest you some restrobars and you
decide one among the alternatives. (limited market research)
iv. You search for all the restrobar in the vicinity and then decide upon one
after evaluating all the parameters that matter to you. (extensive market
research)

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d. If you already have a favorite restrobar, what factors led to it and how did you
evaluate those factors? Don’t have a favourite restrobar.

e. What among the following is the closest to your approach while ordering from
the menu
i. You already know what you want to eat and just need to skim through
the menu to find the same (No market research)
ii. You read through the menu properly and then decide upon what to eat
(limited market research)
iii. You ask your friends and family about the food, browse on zomato for
the reviews of the menu items and then place an order (extensive market
research)
f. Level of involvement in
i. Selecting a Restrobar (Inferred from question a)- Medium
ii. Selecting what to order (Inferred from question e)- Medium

3. Problem recognition and information search:


A. State at least 3 reasons why do you visit a restrobar and how often do
you do it?
To eat out, to unwind, to pass time, visit 1-2 times a month
B. Do offers and promotion activities of the restrobar (CHOOSE ONE)
a. Attract you
b. Indifferent
c. Repel you

4. Purchase behavior
A. What mode of payment do you prefer- Card

5. Post purchase behavior


A. Have you ever been dissatisfied with the services of a restrobar? How do you convey
your displeasure? How often do you tip?
Yes, sometimes. By talking to the manager. Don’t tip as card payment is done.

Is the tip a major indicator of your experience? No.

RESPONDENT 7: Interviewed by Rahul Gupta

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1. Demographic Details
A. Age- 37
B. Which social networking apps do you use daily? How much time do
you spend per day on these apps? How much time do you spend per day
consuming video content (Youtube, netflix)
Ans- fb, insta, snapchat – 2-3 hrs
2 hrs on youtube and netflix

2. Risks associated, Level of involvement, Kind of decision making


a. Rank the below features from 1-6 while selecting the restrobar (1 being the lowest
and 6 being the highest)
i. Affordability (Financial Risk) - 4
ii. Ambience and vibe- (Psychological risk) - 6
iii. Variety of beverages served (Functional Risk)-1
iv. Gentry (Social Risk) -3
v. Prompt service (Time Risk) 2
vi. Proximity (Time risk)- 5

b. Rate the below factors from 1-5 for selecting the restrobar (1 being the
lowest and 5 being the highest)
i.Popularity of the restrobar - 5
ii.Variety served in it- 2
iii.Expected waiting time for a table -3
iv.Promptness of service -1
v.Ratings of the restrobar available online 4

c. What among the following is the closest to your approach while selecting
the restrobar :-
i.You already have a favorite restrobar and you don’t search for upcoming restrobars and
their offers (no market research) - yes
ii.You randomly decide on any restrobar and head to it (no market research)
iii.You ask your friends and family to suggest you some restrobars and you decide one among
the alternatives. (limited market research)
iv.You search for all the restrobar in the vicinity and then decide upon one after evaluating all
the parameters that matter to you. (extensive market research)

d. If you already have a favorite restrobar, what factors led to it and how did you
evaluate those factors?
Ambience, food, service

e. What among the following is the closest to your approach while ordering
from the menu
i. You already know what you want to eat and just need to skim through
the menu to find the same (No market research)

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ii. You read through the menu properly and then decide upon what to
eat (limited market research)
iii. You ask your friends and family about the food, browse on zomato for
the reviews of the menu items and then place an order (extensive
market research)

f. Level of involvement in
.Selecting a Restrobar (Inferred from question a)- High involvement
i.Selecting what to order (Inferred from question e)- low involvement

3. Problem recognition and information search:

A. State at least 3 reasons why do you visit a restrobar and how often do you do it?
Recreation, quick bite, vibe while drinking
B. Do offers and promotion activities of the restrobar (CHOOSE ONE)
a. Attract you
b. Indifferent
c. Repel you

4. Purchase behavior
A. What mode of payment do you prefer? - CARD
B. What happens after the decision –how does the buying happen?
1. Head off to he place right away
C. Is the buying alone or accompanied? accompanied

5. Post purchase behavior


A. Have you ever been dissatisfied with the services of a restrobar?- Yes
B. How do you convey your dissatisfaction? – talk to the manager
C. How often do you tip ? Does it depends on the service?
Depends on the service- a big yes
D. Is the tip a major indicator of your experience ? – No

RESPONDENT 8: Interviewed by Rahul Gupta

1. Demographic Details
A. Age - 44
B. Which social networking apps do you use daily? How much time do you
spend per day on these apps? How much time do you spend per day consuming
video content (Youtube, netflix)
Answer- whatsapp, Insta. I watch Netflix for an hour

2. Risks associated, Level of involvement, Kind of decision making

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a. Rank the below features from 1-6 while selecting the restrobar (1 being the lowest and 6
being the highest)
i.Affordability (Financial Risk) -2
ii.Ambience and vibe- (Psychological risk)- 5
iii.Variety of beverages served (Functional Risk)- 3
iv.Gentry (Social Risk)- 4
v.Prompt service (Time Risk)-6
vi.Proximity (Time risk)-1

b. Rate the below factors from 1-5 for selecting the restrobar (1 being the lowest
and 5 being the highest)
i. Popularity of the restrobar - 3
ii. Variety served in it - 1
iii. Expected waiting time for a table- 5
iv. Promptness of service - 4
v. Ratings of the restrobar available online - 2

c. What among the following is the closest to your approach while selecting the
restrobar :-
i. You already have a favorite restrobar and you don’t search for
upcoming restrobars and their offers (no market research)
ii. You randomly decide on any restrobar and head to it (no market
research)
iii. You ask your friends and family to suggest you some restrobars
and you decide one among the alternatives. (limited market
research)
iv. You search for all the restrobar in the vicinity and then decide
upon one after evaluating all the parameters that matter to you.
(extensive market research)
d. If you already have a favorite restrobar, what factors led to it and how did you
evaluate those factors? NA

e. What among the following is the closest to your approach while ordering from
the menu
i. You already know what you want to eat and just need to skim through the
menu to find the same (No market research)
ii. You read through the menu properly and then decide upon what to eat
(limited market research)
iii. You ask your friends and family about the food, browse on zomato for the
reviews of the menu items and then place an order (extensive market
research)
f. Level of involvement in
.Selecting a Restrobar (Inferred from question a)- High involvement
i.Selecting what to order (Inferred from question e)- low involvement

3. Problem recognition and information search:


A. State at least 3 reasons why do you visit a restrobar and how often do you do it?
Ambience and vibe,
B. Do offers and promotion activities of the restrobar (CHOOSE ONE)

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a. Attract you
b. Indifferent
c. Repel you

4. Purchase behavior
A. What mode of payment do you prefer? Card

5. Post purchase behavior


A. Have you ever been dissatisfied with the services of a restrobar?- yes
B. How do you convey your dissatisfaction?- talk to the manager, fill the feedback, write reviews on
google
C. How often do you tip ?
1. almost always
D. Does it depends on the service?
yes
E. Is the tip a major indicator of your experience ?- No it’s an indicator of the service

RESPONDENT 9: Interviewed by Manasvi Saxena

2. Demographic Details
C. Age- 36
D. Which social networking apps do you use daily? How much time do you spend
per day on these apps? How much time do you spend per day consuming video
content (Youtube, netflix) – Whatsapp only. 2 hrs in total is spent on these
apps. Don’t get time to watch youtube or netflix.

2. Risks associated, Level of involvement, Kind of decision making


g. Rank the below features from 1-6 while selecting the restrobar (1 being the
lowest and 6 being the highest)
i. Affordability (Financial Risk) -6
ii. Ambience and vibe- (Psychological risk) -4
iii. Variety of beverages served (Functional Risk) -2
iv. Gentry (Social Risk) -1
v. Prompt service (Time Risk) -3
vi. Proximity (Time risk) -5

h. Rate the below factors from 1-5 for selecting the restrobar (1 being the lowest
and 5 being the highest)
i. Popularity of the restrobar -4

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ii. Variety served in it -3
iii. Expected waiting time for a table -2
iv. Promptness of service -1
v. Ratings of the restrobar available online-5

i. What among the following is the closest to your approach while selecting the
restrobar :-
i. You already have a favorite restrobar and you don’t search for upcoming
restrobars and their offers (no market research)
ii. You randomly decide on any restrobar and head to it (no market
research)
iii. You ask your friends and family to suggest you some restrobars and you
decide one among the alternatives. (limited market research)
iv. You search for all the restrobar in the vicinity and then decide upon one
after evaluating all the parameters that matter to you. (extensive market
research)

j. If you already have a favorite restrobar, what factors led to it and how did you
evaluate those factors? Don’t have a favourite restrobar.

k. What among the following is the closest to your approach while ordering from
the menu
i. You already know what you want to eat and just need to skim through
the menu to find the same (No market research)
ii. You read through the menu properly and then decide upon what to eat
(limited market research)
iii. You ask your friends and family about the food, browse on zomato for
the reviews of the menu items and then place an order (extensive market
research)
l. Level of involvement in
i. Selecting a Restrobar (Inferred from question a)- Medium
ii. Selecting what to order (Inferred from question e)- Medium

3. Problem recognition and information search:

C. State at least 3 reasons why do you visit a restrobar and how often do
you do it?

27 | P a g e
To pass time, try out new places, to unwind especially on weekends.
Visit once a month.
D. Do offers and promotion activities of the restrobar (CHOOSE ONE)
a. Attract you
b. Indifferent
c. Repel you

4. Purchase behavior
B. What mode of payment do you prefer- Cashless payments

5. Post purchase behavior


B. Have you ever been dissatisfied with the services of a restrobar? How do you convey
your displeasure? How often do you tip?
Yes, sometimes. By giving a negative review online. I tip depending on if the service
was very good
C. Is the tip a major indicator of your experience? Not really

RESPONDENT 10: Interviewed by Manasvi Saxena

2. Demographic Details
C. Age- 35
D. Which social networking apps do you use daily? How much time do you spend
per day on these apps? How much time do you spend per day consuming video
content (Youtube, netflix)- Whatsapp, Facebook & Instagram. Around 3 hrs in
total. Don’t get time to watch youtube or netfix.

2. Risks associated, Level of involvement, Kind of decision making


g. Rank the below features from 1-6 while selecting the restrobar (1 being the
lowest and 6 being the highest)
i. Affordability (Financial Risk)-4
ii. Ambience and vibe- (Psychological risk) -6
iii. Variety of beverages served (Functional Risk)-2
iv. Gentry (Social Risk) -1
v. Prompt service (Time Risk)-3
vi. Proximity (Time risk)-5

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h. Rate the below factors from 1-5 for selecting the restrobar (1 being the lowest
and 5 being the highest)
i. Popularity of the restrobar-5
ii. Variety served in it-3
iii. Expected waiting time for a table-2
iv. Promptness of service -1
v. Ratings of the restrobar available online -4

i. What among the following is the closest to your approach while selecting the
restrobar :-
i. You already have a favorite restrobar and you don’t search for upcoming
restrobars and their offers (no market research)
ii. You randomly decide on any restrobar and head to it (no market
research)
iii. You ask your friends and family to suggest you some restrobars and you
decide one among the alternatives. (limited market research)
iv. You search for all the restrobar in the vicinity and then decide upon one
after evaluating all the parameters that matter to you. (extensive market
research)

j. If you already have a favorite restrobar, what factors led to it and how did you
evaluate those factors? I like to try new restrobars, don’t really have a
favourite.

k. What among the following is the closest to your approach while ordering from
the menu
i. You already know what you want to eat and just need to skim through
the menu to find the same (No market research)
ii. You read through the menu properly and then decide upon what to eat
(limited market research)
iii. You ask your friends and family about the food, browse on zomato for
the reviews of the menu items and then place an order (extensive market
research)

l. Level of involvement in
i. Selecting a Restrobar (Inferred from question a)- High
ii. Selecting what to order (Inferred from question e)- Medium

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3. Problem recognition and information search:

C. State at least 3 reasons why do you visit a restrobar and how often do
you do it?
Like to go out on weekends, try a variety of food and beverages, catch
up with friends. 2-3 times a month
D. Do offers and promotion activities of the restrobar (CHOOSE ONE)
a. Attract you
b. Indifferent
c. Repel you

4. Purchase behavior
B. What mode of payment do you prefer- Paytm etc

5. Post purchase behavior


C. Have you ever been dissatisfied with the services of a restrobar? How do you convey
your dissatisfaction? How often do you tip?
Yes sometimes. I usually talk to the manager to convey my displeasure. I tip
everytime., if the restrobar is decently priced.
D. Is the tip a major indicator of your experience? No

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