The document provides information about a marketing research project conducted on Savour Foods, a fast food restaurant chain in Pakistan. Some key findings of the research include: 1) Customer satisfaction was measured using the SERVQUAL scale across five dimensions: reliability, responsiveness, assurance, empathy and tangibles. 2) Statistical analysis found a significant relationship between customer satisfaction and some SERVQUAL dimensions but not others. 3) Additional factors like food quality, cleanliness, convenience of location, and staff behavior were also found to influence customer satisfaction levels.

1. Marketing Research Project

2. •Waqas Siddique (090025)
•Sarah Masood (090014)
•Sameer Tariq (090032)

3. • Muhammad Naeem Butt
• Started selling Pulao on a cart at Gordon College
Road in 1989
• Motto is to provide clean and quality food with
reasonable prices
• Distribution of leftovers among beggars on daily
basis

4. • Quality of Food is maintained effectively
• To improve the quality latest equipment are used
• Rice Reprocessing Plant at Kamoke
to obtain good quality rice
• Method adapted by the foreign
companies are considered &
benchmarked

5.  Gordon College Road, Rawalpindi started in
2001.
 Melody Food Park, Islamabad started in 2004.
 Blue Area, Islamabad inaugurated on 24th
March, 2005.
 Cricket Stadium, Rawalpindi inaugurated on
14th August, 2005.

6.  Fast food restaurant
 Main product the chicken pulao (rice) with
different packages
 Offers range of products like ice cream,
savour krispo, burgers, sweets etc.

8.  The field of concentration for the Savour
Foods is the Pulao.
 They have purchased their own rice
reprocessing plant in Kamoke, Gujranwala.
 They have invested in the latest machines for
production of shami kabab as well

9. Strengths:
 Great taste.
 Good quality food.
 Take home quick order service.
 Packaging according to customers need; whether
they want to eat in the car (boxes) or they want to
take it home (packet).

10.  Different packages for different customers.
 Reasonable prices.
 Sufficient with respect to quantity.
 Use of technology in production of shami
kabab.
 Idea adoption from foreign restaurants.
 Strong brand name in Islamabad and
Rawalpindi

11.  Inability to provide quality services.
 Lack of knowledge about their customers.
 Lack of relationship building with customers.
 Limited to certain areas.
 Only in the city of Islamabad and Rawalpindi.

12.  Many people are living at distant places from the
Savour Foods branches. And customers have to
travel huge distance to reach the branch. So,
they can open branches in many areas of
Islamabad and Rawalpindi.
 People from Lahore admire the taste of Savour
Foods and are voting on the internet to open
Savour Foods there. Many cities of Pakistan are
untapped and they also lack quality. The Savour
Foods can tap them as well.
 Like they have introduced Zarda in the product
depth. They can introduce other products as
Chinese rice.

13.  Inflation.
 Politicalinstability.
 Increased sales tax rate.
 Higher transportation rates.
 Bomb blasts.

14. The competitors in terms of fast food
restaurant are:
 KFC
 McDonalds
 Rice Hut
 Student Biryani
 Hanif Rajput
 Hardees
 Other small firms.

15. The market share for Savour Foods in fast food
chain is 22%. Whereas, the market share Savour
Foods in Pulao is almost 85% as that of Islamabad
and Rawalpindi. The market share of other top
competitors is:
Companies
 KFC 32%
 McDonalds 16%
 Hardees 9%
 Others 18%
 Subway 3%
 Savour Foods 22%
 Total 100%

16. Purpose (Issue):
The purpose of research is to find out the gaps that have
been identified by some of the customers of Savour Foods.
 At rush hours there are no tables left for the customers
and they have to wait for their turns.
 People want privacy with their friends, family members
and guests but as there is no table left they have to sit
with other customers.
 The home delivery system which was started with the help
of private companies was not effective and their service
was extremely poor. Customers had to wait hours for their
delivery. They were served cold food and the quality was
not maintained. It was started with the help of other
entrepreneurs offering private home delivery.
 The cleaning service for the table is not efficient. People
have to wait for the waiter to come and clean the table.

17.  In this research we are going to study the
impact of SERVQUAL which is a scale to
capture customer perceptions and
expectations of service quality.
 The research will also study the various
dimensions of SERVQUAL and its impact on
customers perceiving quality. Also the impact
of individual SERVQUAL dimension on the
satisfaction of the customers will also be
studied.

18. The tool which is used to analyze the data
collected from the customers of Savour Foods is
SPSS.
Sampling:
 A total of 327 responses were taken from the
customers of Savour Foods. Out of which 300
responses were selected after refining the
questionnaires and taking out the responses
which were not authentic and incomplete.
 Data is collected during the dining hours. The
questionnaires were filled from the customers of
Savour Foods, Cricket Stadium, Rawalpindi.

19. The specific attributes of each customer are as below:
 Age group: 15-35 & above.
 Gender: Both male & female.
 Occupation: Students, business etc.
 Income: Below 20,000,
20,001– 40,000
40,001 – 50,000
50,001 or above
 We have measured all constructs using a five point response
scale anchored by strongly disagree as 1 and strongly agree
as 5.

20. Satisfaction * Gender Crosstab
Gender
Male Female Total
Satisfaction Strongly Disagree Count 11 0 11
Expected Count 8.7 2.3 11.0
Disagree Count 22 10 32
Expected Count 25.2 6.8 32.0
Neutral Count 64 21 85
Expected Count 66.9 18.1 85.0
Agree Count 81 24 105
Expected Count 82.6 22.4 105.0
Strongly Agree Count 58 9 67
Expected Count 52.7 14.3 67.0
Total Count 236 64 300
Expected Count 236.0 64.0 300.0

21. Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 8.071a 4 .089
Likelihood Ratio 10.459 4 .033
Linear-by-Linear Association .989 1 .320
N of Valid Cases 300
a. 1 cells (10.0%) have expected count less than 5. The minimum expected count is 2.35.
Symmetric Measures
Value Asymp. Std. Errora Approx. Tb Approx. Sig.
Interval by Interval Pearson's R -.058 .053 -.994 .321c
Ordinal by Ordinal Spearman Correlation -.079 .054 -1.362 .174c
N of Valid Cases 300
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.

22. Crosstab
Age
15-20 21-25 26-30 31-35 36 and above Total
Satisfaction Strongly Disagree Count 4 2 2 2 1 11
Expected Count 3.7 3.4 2.5 .6 .7 11.0
Disagree Count 13 6 7 1 5 32
Expected Count 10.9 9.9 7.4 1.8 2.0 32.0
Neutral Count 31 25 24 1 4 85
Expected Count 28.9 26.4 19.6 4.8 5.4 85.0
Agree Count 32 39 20 8 6 105
Expected Count 35.7 32.6 24.2 6.0 6.7 105.0
Strongly Agree Count 22 21 16 5 3 67
Expected Count 22.8 20.8 15.4 3.8 4.2 67.0
Total Count 102 93 69 17 19 300
Expected Count 102.0 93.0 69.0 17.0 19.0 300.0

23. Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 19.148a 16 .261
Likelihood Ratio 18.489 16 .296
Linear-by-Linear Association .172 1 .678
N of Valid Cases 300
a. 10 cells (40.0%) have expected count less than 5. The minimum expected count is .62.
Symmetric Measures
Value Asymp. Std. Errora Approx. Tb Approx. Sig.
Interval by Interval Pearson's R -.024 .063 -.414 .679c
Ordinal by Ordinal Spearman Correlation .009 .060 .155 .877c
N of Valid Cases 300
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.

24. Descriptive Statistics
N Minimum Maximum Mean Std. Deviation Variance
Satisfaction 300 1 5 3.62 1.058 1.120
Food is Fresh,Hot & Sufficient 300 1 5 3.73 1.125 1.266
Respond to request on Time 300 1 5 3.23 1.141 1.301
Response is Accurate & 300 1 5 3.68 1.187 1.410
Correct
Serves in Time Mentioned 300 1 5 3.32 1.176 1.382
Transactions are Error Free 300 1 5 3.63 1.285 1.652
Willing to Help 300 1 5 3.22 1.254 1.572
Instills confidence in you 300 1 5 3.30 1.146 1.313
Safe & Secure 300 1 5 3.65 1.122 1.259
Knowledgeable & Strong Grip 300 1 5 3.46 1.131 1.279
Individual Basis & Priority 300 1 5 3.48 1.132 1.281
Operating Hours 300 1 5 3.70 1.161 1.348
Specific Needs 300 1 5 3.48 1.181 1.394
Atmosphere is 300 1 5 3.45 1.230 1.513
great,appealing
Neat & Clean 300 1 5 3.41 1.239 1.534
Arrangment of Food is 300 1 5 3.55 1.230 1.513
Pleasant
Location Convenient,Safe 300 1 5 3.32 1.263 1.596
Utensils are Clean 300 1 5 3.48 1.164 1.354

25. Descriptive Statistics
N Minimum Maximum Mean Std. Deviation Variance
Satisfaction 300 1 5 3.62 1.058 1.120
Reliability 300 1 5 3.52 .802 .643
Responsiveness 300 1 5 3.22 1.254 1.572
Assurance 300 1 5 3.47 .866 .749
Empathy 300 1 5 3.55 .820 .672
Tangibles 300 1 5 3.44 .868 .754
Valid N (listwise) 300

26. Change Statistics Durbin-
Model R R- Adj. R- St. Error of R Square F Change Df1 Df2
Sig F Watson
Square Square estimate Change Change
1 .644 a .414 .379 .834 .414 11.728 17 282 .000 1.900
a. Predictors: (Constant), Utensils are Clean, Serves in Time Mentioned, Transactions are Error Free, Location
Convenient,Safe, Specific Needs, Operating Hours, Food is Fresh,Hot & Sufficient, Instills confidence in you, Neat & Clean,
Individual Basis & Priority, Willing to Help, Respond to request on Time, Response is Accurate & Correct, Knowledgeable &
Strong Grip, Atmosphere is great,appealing, Safe & Secure , Arrangment of Food is Pleasant
b. Dependent Variable: Satisfaction
Model Summaryb
Std. Error Change Statistics
Adjusted R of the R Square F Sig. F Durbin-
Model R R Square Square Estimate Change Change df1 df2 Change Watson
1 .628a .394 .384 .831 .394 38.280 5 294 .000 1.880
a. Predictors: (Constant), Tangibles, Responsiveness, Reliability, Empathy, Assurance
b. Dependent Variable: Satisfaction
Model Summary after case wise diagnostic
Sample size N=219
Change Statistics
Std. Error of the R Square Sig. F
Model R R Square Adjusted R Square Estimate Change F Change df1 df2 Change
1 .798a .636 .595 .521 .636 15.569 22 196 .000
a. Predictors: (Constant), Utensils are Clean, Never too Busy, Respond to request on Time, Operating Hours, Location
Convenient,Safe, Timings for Service , Individual Basis & Priority, Transactions are Error Free, Specific Needs, Willing to Help, Food is
Fresh,Hot & Sufficient, Responsive & Never Delay, Atmosphere is great, appealing, Knowledgeable & Strong Grip, Serves in Time
Mentioned, Best Interest at Heart, Instills confidence in you, Arrangement of Food is Pleasant, Response is Accurate & Correct, Safe
& Secure , Neat & Clean, Friendly & Well mannered

27. Model Sum of df Mean Squares F Sig
Squares
1 Regression 138.719 17 8.160 11.728 .000a
Residual 196.198 282 .696
Total 334.917 299
a. Predictors: (Constant), Utensils are Clean, Serves in Time Mentioned, Transactions are Error Free, Location Convenient,
Safe, Specific Needs, Operating Hours, Food is Fresh,Hot & Sufficient, Instills confidence in you, Neat & Clean, Individual
Basis & Priority, Willing to Help, Respond to request on Time, Response is Accurate & Correct, Knowledgeable & Strong
Grip, Atmosphere is great, appealing, Safe & Secure , Arrangement of Food is Pleasant
b. Dependent Variable: Satisfaction
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 132.062 5 26.412 38.280 .000a
Residual 202.854 294 .690
Total 334.917 299
a. Predictors: (Constant), Tangibles, Responsiveness, Reliability, Empathy, Assurance
b. Dependent Variable: Satisfaction
ANOVA after Case Wise Diagnostic
Model Sum of Squares df Mean Square F Sig.
1 Regression 92.849 22 4.220 15.569 .000a
Residual 53.133 196 .271
Total 145.982 218
a. Predictors: (Constant), Utensils are Clean, Never too Busy, Respond to request on Time, Operating Hours, Location
Convenient,Safe, Timings for Service , Individual Basis & Priority, Transactions are Error Free, Specific Needs, Willing to
Help, Food is Fresh,Hot & Sufficient, Responsive & Never Delay, Atmosphere is great,appealing, Knowledgeable & Strong
Grip, Serves in Time Mentioned, Best Interest at Heart, Instills confidence in you, Arrangment of Food is Pleasant, Response
is Accurate & Correct, Safe & Secure , Neat & Clean, Friendly & Well mannared
b. Dependent Variable: Satisfaction

28. Coefficients'
Model Unstandardized Coefficients Standardized
Coefficients
B Std. Error Beta t Sig
1 (Constant) .134 .267 .504 .615
Food is Fresh, Hot & .022 .051 .023 .422 .673
Sufficient
Respond to request on .021 .052 .023 .408 .683
Time
Response is Accurate & .034 .050 .038 .665 .507
Correct
Serves in Time Mentioned .089 .053 .099 1.668 .096
Transactions are Error -.003 .044 -.004 -.070 .944
Free
Willing to Help .065 .047 .076 1.386 .167
Instills confidence in you .015 .050 .016 .301 .763
Safe & Secure .033 .057 .035 .582 .561
Knowledgeable & Strong .009 .054 .010 .164 .870
Grip
Individual Basis & Priority .102 .051 .109 1.989 .048
Operating Hours .147 .048 .162 3.062 .002
Specific Needs .078 .048 .086 1.624 .105
Atmosphere is great, .065 .052 .075 1.246 .214
appealing
Neat & Clean -.002 .053 -.002 -.040 .968
Arrangement of Food is .052 .055 .060 .948 .344
Pleasant
Location Convenient, Safe .115 .041 .137 2.762 .006

29. Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta T Sig.
1 (Constant) .171 .261 .656 .512
Reliability .189 .073 .143 2.577 .010
Responsiveness .071 .044 .084 1.618 .107
Assurance .052 .078 .042 .662 .509
Empathy .329 .079 .255 4.143 .000
Tangibles .350 .069 .287 5.104 .000
a. Dependent Variable: Satisfaction
Correlations
Satisfaction Reliability Responsiveness Assurance Empathy Tangibles
Pearson Correlation Satisfaction 1.000 .423 .352 .458 .528 .524
Reliability .423 1.000 .375 .518 .471 .373
Responsiveness .352 .375 1.000 .414 .377 .352
Assurance .458 .518 .414 1.000 .613 .523
Empathy .528 .471 .377 .613 1.000 .517
Tangibles .524 .373 .352 .523 .517 1.000

30. Reliability:
 Ho : There is no relationship between reliability and
satisfaction
 H1: There is a relationship between reliability and
satisfaction
 The R is the correlation coefficient which is 0.423. The
value of R ranges from -1 to 1 negative value shows
that there is a negative relationship between the two
variables. In this case the relationship is positive.
 The test shows the significance of 0.010 which means
that we accept H1, which tells us that there is a
relationship between reliability and satisfaction
R F Sig
0.423 65.020 0.010

31.  Ho: There is no relationship between responsiveness
and satisfaction
 H1: There is relationship between responsiveness and
satisfaction
 The R is the correlation coefficient which is 0.352.
The value of R ranges from -1 to 1 negative value
shows that there is a negative relationship between
the two variables. In this case the relationship is
positive.
 The test shows the significance of 0.107 which means
that we reject H1 that tells us that there is no
relationship between reliability and satisfaction.
R F Sig
0.352 42.160 0.107

32.  Ho: There is no relationship between empathy and
satisfaction
 H1: There is a relationship between empathy and
satisfaction
 The R is the correlation coefficient which is 0.528.
The value of R ranges from -1 to 1 negative value
shows that there is a negative relationship between
the two variables. In this case the relationship is
positive.
 The test shows the significance of 0.000 which means
that we accept H1, which tells us that there is a
relationship between reliability and satisfaction
R F Sig
0.528 115.277 0.000

33.  Ho: There is no relationship between assurance and
satisfaction
 H1: There is a relationship between assurance and
satisfaction
 The R is the correlation coefficient which is 0.458.
The value of R ranges from -1 to 1 negative value
shows that there is a negative relationship between
the two variables. In this case the relationship is
positive.
 The test shows the significance of 0.509 which means
that we reject H1 that tells us that there is no
relationship between reliability and satisfaction
R F Sig
0.458 78.922 0.509

34.  Ho: There is no relationship between tangibility and
satisfaction
 H1: There is a relationship between tangibility and
satisfaction
 The R is the correlation coefficient which is 0.524.
The value of R ranges from -1 to 1 negative value
shows that there is a negative relationship between
the two variables. In this case the relationship is
positive.
 The test shows the significance of 0.000 which means
that we accept H1, which tells us that there is a
relationship between reliability and satisfaction.
R F Sig
0.524 112.672 0.000

35. Product:
 Savour Foods provides varieties of products. But the most
selling product is the Savour Foods pulao. This is sold in
different package prices depending on the demand of the
customers. Also the packages are divided on the basis of
the ingredients included i.e. if someone wants to include
the chicken piece or the shami kabab.
 Savour Foods should try to increase their market share by
offering Chinese rice and other rice products. The price
would be economical and reasonable.
 The Savour foods should improve its services. They should
keep a check on their employees to ensure the good
services to the customers. They should start home delivery
services.

36.  The Savour Foods is going to expand its business
in the twin cities by opening franchises at
different locations.
 Also Savour Foods is going to expand in the
areas of Punjab. Lahore would be the first target
city. Most demand is from the cities of Lahore
and Faisalabad

37.  The price of the Savour foods products should be
penetrating price because there are already
many competitors
 The price charged should be economical with
respect to the quantity served

38.  The Savour foods should start promoting its variety
of products to the customers as the customers are
more interested in the rice products. The Savour
Foods should introduce new varieties of rice and
promote them.
 The method of promotion can be the marketing
through introducing discount coupons, direct
marketing through home delivery, giving a plate of
free new products to give them a taste of the
product and marketing through social media
networks like Facebook, twitter etc.

39.  The reason for any consumer to go to Savour
is their tasty pulao with a low price and high
value.

40.  Savour Foods has not defined any target market they are
just catering the masses. The only thing they lack is a
proper brand. Do we remember the logo of Savour?
Certainly Not but we do remember the logo of KFC or
McDonalds right?
 They need to do a few things before thinking big; like for
example Savour should change their logo first it doesn’t
make any sense.
 Savour need to have a tag line that represents their service
and then they need to stick to that tag line where ever
they go. e.g. People like savor because taste is good and
maintained during each visit and of course its affordable.
 Savour tag line should represent these qualities and they
should stick to it.