Consumer's decision making process for choosing fine dining food joints

1. Marketing Management - 2
Fine Dining Food Joints
Presented by: Angad Sidhu
Anjali
Apoorva Dogra
Ashish Bhasin
Ashish Shringi

2. Introduction
 A two phase study was undertaken with following objectives:
Objective 1 – Factors affecting consumer behaviour and decision making process
Objective 2 – Analysing customer segmentation process by food joints
 Mode of Study :
Discussions with food joints staff members
Personal Interviews with food joints owners
Conducting surveys among customers and consumers

3. Research Methodology
 Identifying all variables which affects consumer behavior and preference
 Major variables are Frequency, Company, Influencers, Price, Time, Cuisine, gravity of restaurant
 Data Collection methods
 Preliminary discussions to collect secondary data related to variables affecting consumer behavior
 Analysis of secondary data and identified variables defined the strategy for collecting primary data
 Sampling process and sample size
 Stratified Sampling method is used decide sample population and sample of 43 consumers were
interviewed
 Set of different people were interviewed based on age and occupation

4. Mapping questionnaire to outcomes
• Search and alternative evaluationHow frequently do you dine
out?
• Alternative evaluation and outlet
selection
Your influence behind
choosing a restaurant?
• Customer preferences and outlet
selection
I crave for(cuisine varieties)?
• Peak visiting hours of customers
and evaluating options
I dine out for(breakfast/lunch
etc.)
• Customer preferences and
searching an outlet
Choose the restaurant on
basis of?

5. Consumer Demographics
• 51% Consumers are young individuals with 68% males
• 44 % of the population dining out are in jobs
• 88% population dines out at least once every week
• Young working individuals have the decision power to select the food joint
0%
10%
20%
30%
40%
50%
60%
15-20 21-30 31-40 41-50 51-60
12%
51%
29%
5%
2%
Age
68%
32%
Gender
Male Female
44%
29%
17%
2%
7%
Occupation
Job Business Student Retired Homemaker
35%
33%
23%
7%
2%
Frequency
2-3 times a week once a week 1-2 times a month more than 5 times a month Special occasions

6. Decision making process and factors
• 91% people are accompanied by
friends/family or colleagues to
food joints
• 51% selection is based on social
media reviews
• Other parameters like Ambience,
location, budget affects decision
• People prefer Italian over Chinese
and South Indian
37%
26%
28%
9%
Accompany with
Friends Family Colleagues Girlfriend/boyfriend
37%
51%
7% 5%
Influencers
Friends/Familiy Social Media/ TV Ads
randomly select food joints Do not experiment
0%
5%
10%
15%
20%
25%
30%
24%
16% 15%
28%
6% 6%
5%
Crave For
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Ambience Cuisine Location Reviews Budget Offers Word of
Mouth
Depends on
campany
14%
16%
14%
16%
14%
4%
10%
11%
Other factors

7. Segmentation Strategy
 Demographic factors – Age, gender and Income to understand the customers better
 Geographic factors – Location of the food joints to make the pricing strategy
 Psychographic factors – Interests, repeat purchase, lifestyle to prepare the number of items on
the menu card
 Usage factors – few dishes are prepared in high quantity as there sale is more for the consumers.
 Size of family also differentiated between customers and consumers which further used to
provide discounts and combos

8. Strategy to influence processes
 Search
•By collaborating with online food partners like Zomato, Food panda
•Distributing leaflets and POP in markets with higher footfall to spread awareness
 Alternative Evaluation
• Providing combos to the consumers
• Differentiating based on taste, ambience, multiple cuisines and attractive menu cards
• Providing discounts, schemes and communicating the same to loyal customers by targeted mails
 Outlet Selection
• By delivering the quality food in time
• By taking feedbacks through questionnaire and responding towards them by suitable actions
• Maximum visibility on internet and digital media by promoting good reviews and rankings

9. Recommendations & Conclusion
 Joints should focus on other factors like ambience, service and reviews suitable for families as
65% customers are dining out with them
 24% prefer to dine out only for Italian food. Hence, Italian along with North Indian and Chinese is
a menu to gain maximum eyeballs
 Location has to be nearby to the customers as only 5% people would want to travel for same
food and ambience
 51% customers are affected by review on social media and 70% are price conscious. Therefore, 1
bad review will result in huge loss of sales
 93% customers prefer to go out for dinners. Hence, food joints should make sure that they
prepare fresh gravies during nights and reduce the initial preparation during days

10. Thank You