A Market Research Project performed on a new local restaurant for increasing its sales.

1. Market Research
on
Frendz Corner
for
Increasing Sales
Submitted by:-
Garima Saini
Rahul Singh
Mahesh Kumar
Mukul Chaudhary
Pranjal Mathur

2. Background
• An approximate monthly turnover of Rs.3 Lakhs.
• Opened in April „12.
• Customer Traffic –
– Students of Indira and Sri Balaji Society
– Travellers passing by.

3. Why Frendz Corner?
• Seems to be a promising venture among
its competitors.
• For Competitors -
– In the long run it can be a market leader.
• For Us –
– A new challenging subject matter to work
upon.

4. Business Objective
• To increase the customer base
• To increase sales by 5% in a span of
approximately 2 months.

5. Strategy
1. Preliminary Survey –
– Conducted with few experts for gauging
factors responsible for selection of
restaurant.
2. Few questions are asked from the
respondents regarding importance of the
factors they consider.

6. Contd …
3. Segmentation -
– Information about the respondents is collected
to segment them.
4. Positioning –
– Determined by their perceptions about Frendz
Corner on the basis of the factors.

7. Research Objective
• Find the Factors Responsible for the
growth in sales.
• Segment the respondents into clusters in
order to increase sales.

8. Analysis Plan
1. Factor Analysis –
– Done to obtain the most important factors
from the respondents.
2. Cluster Analysis –
– Respondents are segmented into various
clusters on the basis of the response
recorded.

9. Contd …
3. Frequency Distribution –
– Calculated the percentage wise satisfaction
level for Frendz Corner.
4. Multi-Dimensional Scaling –
– Cluster-wise Perceptual Map is obtained
showing the positioning of the Frendz Corner
and its competitors with respect to dimensions
(factors) so obtained.

10. Findings
1. Factor Analysis –

11. Prominent Factors Suggested Name
Quality + Quantity + Hygiene Class
Ambience + Location+ Service Atmosphere
Recommendation + Previous
Reference
Experience
Value
Prices + Entertainment

12. 2. Cluster Analysis –

13. 1: High End Customers
The cluster involves
• Low emphasis on “Reviews and Recommendations”
• Moderate emphasis on “Previous experience”
• Moderate emphasis on “Prices”
• Very High emphasis on “Quality”
• Moderate emphasis on “Location and Ambience”
• High emphasis on “Service”
• Low emphasis on “Entertainment”
• Moderate emphasis on “Quantity”
• Very High emphasis on “Hygiene”

14. 2: Value for Money
The cluster involves:
• High emphasis on “Reviews and Recommendations”
• Very High emphasis on “Previous Experience”
• Very High emphasis on “Prices”
• very High emphasis on “Quality”
• High emphasis on “Location and Ambience”
• Very High emphasis on “Service”
• Low emphasis on “Entertainment”
• High emphasis on “Quantity”
• Very High emphasis on “Hygiene”

15. 3: Quality Conscious
The cluster involves:
• High emphasis on “Reviews and Recommendations”
• Very High emphasis on “Previous Experience”
• Moderate emphasis on “Prices”
• Extremely High emphasis on “Quality”
• Very High emphasis on “Location and Ambience”
• Very High emphasis on „Service”
• High emphasis on “Entertainment”
• High emphasis on “Quantity”
• Very High emphasis on “Hygiene”

16. 4: Economy Customers
The cluster involves:
• Moderate emphasis on “Reviews and Recommendations”
• High emphasis on “Previous Experience”
• High emphasis on “Prices”
• Moderate emphasis on “Quality”
• Low emphasis on “Location and Ambience”
• Moderate emphasis on “Service”
• Moderate emphasis on “Entertainment”
• Moderate emphasis on “Quantity”
• Very low emphasis on “Hygiene”

17. 3. MDS –
a) Cluster 1: High End People
• Quality + Service + Hygiene
• Value Offered by Amul is more, Frendz
Corner is on 3rd .

20. b) Cluster 2: Value for Money
• Previous Experience + Price + Quality +
Service + Hygiene
• Offered by Amul is better, Frendz Corner
is on 4th

23. c) Cluster 3: Quality Conscious
• Quality
• Best quality Frendz Corner is on 1st , Amul
is on 2nd .

26. d) Cluster 4: Economical
• Price + Previous Experience
• Amul is on 1st , Frendz Corner is on 3rd

29. Recommendations
1. Cluster 1 (Service Oriented)
• Interaction with the customer must be increased.
• The dining table should be addressed as soon
as order is placed.
• Customer should be asked for any kind of drinks
or starters.
• Menu has to include starters, main course and
deserts.

30. 2. Cluster 2 (Reference Oriented)
• At the time of bill payment, restaurant
owner must ask the customer about the
food. Did he like it and do the needful, if
any.

31. 3. Cluster 3 (Quality Oriented)
• The U.S.P. of restaurant is “Quality”. A tagline
suggested -
Frendz Corner – “A Quality Food Restaurant”
to emphasize the quality being offered

32. Thank You