DEPARTMENT OF MANAGEMENT

Capstone Project Report

TITTLE
Feasibility Study of opening a Maggi Restaurant at Jalandhar-
Phagwara Highway

Submitted By: Roll No. Registration No.

Mohd Fahad----------------RS-1803-A14--------------10809577
Satendra Pal Singh--------Rs-1803-A13---------------10804535
Sumit Rana-----------------RS-1803-A16---------------10808687

Submitted to:
Kanika Jhamb

DEPARTMENT OF MANAGEMENT
LOVELY PROFESSIONAL UNIVERSITY
PHAGWARA
(2010)
TO WHOMSOEVER IT MAY CONCERN
1
This is to certify that the project report titled “Feasibility Study of opening a Maggi
Restaurant at Jalandhar-Phagwara Highway” carried out by Mr Mohd Fahad (Student name),
S/o Mr Mohd Saeed Ahmad (Father’s Name) has been accomplished under my guidance &
supervision as a duly registered MBA student of the Lovely Professional University, Phagwara.
This project is being submitted by him/her in the partial fulfilment of the requirements for the
award of the Master of Business Administration from Lovely Professional University.

His dissertation represents his original work and is worthy of consideration for the award of the
degree of Master of Business Administration.

…………………………………………………
(Name & Signature of the Faculty Advisor)

Date:

DECLARATION

2
I, “Mohd Fahad (Student’s name)”, hereby declare that the work presented herein is genuine
work done originally by me and has not been published or submitted elsewhere for the
requirement of a degree programme. Any literature, data or works done by others and cited
within this dissertation has been given due acknowledgement and listed in the reference section.

………………………………… (Student's name & Signature)

……………………………….. (Registration No.)

Date……………………

TO WHOMSOEVER IT MAY CONCERN

3
This is to certify that the project report titled “Feasibility Study of opening a Maggi
Restaurant at Jalandhar-Phagwara Highway” carried out by Mr Satendra Pal Singh(Student
name), S/o Mr Udaiveer Singh (Father’s Name) has been accomplished under my guidance &
supervision as a duly registered MBA student of the Lovely Professional University, Phagwara.
This project is being submitted by him/her in the partial fulfilment of the requirements for the
award of the Master of Business Administration from Lovely Professional University.

His dissertation represents his original work and is worthy of consideration for the award of the
degree of Master of Business Administration.

…………………………………………………
(Name & Signature of the Faculty Advisor)

Date:

DECLARATION

4
I,"Satendra Pal Singh (Student’s name)”, hereby declare that the work presented herein is
genuine work done originally by me and has not been published or submitted elsewhere for the
requirement of a degree programme. Any literature, data or works done by others and cited
within this dissertation has been given due acknowledgement and listed in the reference section.

…………………………………… (Student's name & Signature)

…………………………………… (Registration No.)

Date……………………

TO WHOMSOEVER IT MAY CONCERN

5
This is to certify that the project report titled “Feasibility Study of opening a Maggi
Restaurant at Jalandhar-Phagwara Highway” carried out by Mr Sumit Rana (Student name),
S/o Mr Amar Chand Rana (Father’s Name) has been accomplished under my guidance &
supervision as a duly registered MBA student of the Lovely Professional University, Phagwara.
This project is being submitted by him/her in the partial fulfilment of the requirements for the
award of the Master of Business Administration from Lovely Professional University.

His dissertation represents his original work and is worthy of consideration for the award of the
degree of Master of Business Administration.

…………………………………………………
(Name & Signature of the Faculty Advisor)

Date:

DECLARATION

6
I,"Sumit Rana (Student’s name)”, hereby declare that the work presented herein is genuine work
done originally by me and has not been published or submitted elsewhere for the requirement of
a degree programme. Any literature, data or works done by others and cited within this
dissertation has been given due acknowledgement and listed in the reference section.

……………………………………… (Student's name & Signature)

…………………………………….. (Registration No.)

Date………………

Acknowledgement

7
We sincerely feel that the credit of this project report could not be narrowed to only one
individual as the whole work is outcome of integrated efforts of all those concerned with it
through whose cooperation and effective guidance we could achieve its completion.

We wish to place our profound in debtness and deep sense of obligation to Kanika Jhamb
lecturer Lovely Professional University for providing us with the opportunity to work on such an
interesting topic. We also want to pay our gratitude and sincere thanks to our esteemed Mam for
being supportive during the entire tenure of this project.
When emotions involved words fail to mean. Our heart full sincere gratitude to our parents, who
have supported, encouraged and helped us throughout our lives and academic career.

Mohd Fahad
Satendra Pal Singh
Sumit Rana

EXECUTIVE SUMMARY (ABSTRACT)

The purpose of the study is to determine the feasibility of opening a Maggi restaurant on
Jalandhar-Phagwara Highway. Maggi is a well-known food extremely preferred by us from our
8
childhood. The study will first look at the literature with regard to restaurant feasibility study,
and then follow the three steps proposed by the literature to conduct the feasibility study of the
proposed restaurant.
The purpose of the study is to determine the feasibility of opening a Maggi restaurant on
Jalandhar- Phagwara highway. Data will be collected through observational research method and
through a survey distributed to potential customers.
The research objectives are:
1) To understand the needs and wants of the customer from the proposed restaurant.
2) To identify the market area and site of the proposed restaurant.
As there is no restaurant of such kind and the population size is very large. So there is wide
scope of this study.
This survey will provide us with an industry specific market analysis format that can be used in a
feasibility study, business plan or marketing plan. The following will help analyze the market
potential of an existing operation, an expansion or a new development. The analysis can provide
essential information required in a business plan or feasibility study. Through careful analysis of
the market, the risks of a business investment can be lessened. Using your market analysis
findings, you can estimate the financial potential of your venture by creating financial
projections. If we are a prospective restaurateur, these projections will help us determine if our
venture is feasible.
The nature of the research determines that both primary research and secondary research should
be conducted to collect information needed for the feasibility study. Observational research
method will be used to collect the information regarding competition and site selection, and a
survey will be conducted to collect information concerning consumer's spending pattern.
In this research 200 respondents are taken as sample size and primary as well as secondary data
is used in finding the feasibility of the proposed restaurant.
In the findings of the feasibility study of the Maggi restaurant we get certain facts that are as
follows:
1) The maximum respondents go to the restaurant more than 4 times in a month so there is a
great potential of the customers for the proposed restaurant.

2) The maximum respondents go to a restaurant for the enjoyment.

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 3) From the analysis it is found that most of the respondents spend Rs. More than 150 on an
average per visit so there is a great potential of the customer and the potentiality in the
terms of money or demand.

4) Maximum respondents are willing to go to the proposed restaurant of Maggi so there is a

great potential of customer for the proposed restaurant.

We have used various research methods like factor analysis; Pearson’s and various test method
to verify the data.

Index

CERTIF
iI

ICATE
SNO. CONTENTS. PAGE NO.
10
1. Acknowledgement………………………………………….8

2. Abstract…………………………………………………….9-10

3. Introduction of topic……………………………………….13-15

4. Review of literature………………………………………..16-30

5. Need and scope of study……………………………………32

6. Research objectives…………………………………………32

7. Research methodology……………………………………..33

 Subjects selection & description……………………………33

 Sample size………………………………………………….33

 Data collection………………………………………………33-34

8. Data Analysis and interpretation…………………………….35-58

9. Findings………………………………………………………60

10. Conclusion.............................................................................61

11. Limitations……………………………………………………61

12. Recommendation……………………………………………..62

13. References………………………………………………………..64-65

14. Questionnaire………………………………………………………67-68

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 CHAPTER – I

INTROCUCTION TO
TOPIC

12

INTRODUCTION TO
 SUBJECT

1.1 Introduction

The paper is to present a proposal for a Maggi stand-alone restaurant which seeks to conduct a
feasibility study for the same at Jalandhar-Phagwara highway.
A feasibility study is a preliminary study undertaken to determine and document a project’s
viability. The results of this study are used to make a decision whether to proceed with the
project, or not. If it indeed leads to a project being approved, it will before the real work of the
proposed project starts - be used to ascertain the likelihood of the project's success. It is an

13
analysis of possible alternative solutions to a problem and a recommendation on the best
alternative.

Features of Maggi
a) Maggi is a very famous food and preferred by most of the people from their childhood.
b) Maggi is very tasty food and can be used as breakfast, lunch and dinner at any time.
c) Maggi can be made in a very short time so the preparation time of maggi becomes very
fast as compared to other dishes, foods.
d) The cost of Maggi is also less, a balanced nutrition level and low cost makes the food an
ideal fast food.
The site selection for the proposed restaurant is Jalandhar – Phagwara Highway. There are a lot
of food makers and restaurants available on this highway and they are enjoying profitability and
a great reputation.
There are many small and big restaurants and hotels available on this highway like Haveli,
Bikanerwala restaurant, Lucky Dhaba, McDonalds’, KFC etc. As they are well accepted by the
people and they are providing the best services, quality food and facilities like parking and
served on table in the open air and a brand to attract the customers.
The demand and the potential of the people are very high at this highway which means
potentially higher market demand.
There is a huge population at this site and the people are mostly used to visit this site, as more
than 24000 students are in lovely professional University and the other residential people are
used to visit these restaurants to have a fresh and hygienic food as their lunch and dinner.
And the pricing strategies adopted by these restaurants are different. Like Haweli comes in
luxury brand and on the other hand Lucky Dhaba comes the economical as compare to the
Haweli. They are providing a pleasant environment; people come in the groups of three or four
and each group consumes various types of dishes.
The proposed study seeks to decide the feasibility of opening a quick-service restaurant of Maggi
at Jalandhar- Phagwara Highway near LPU. The following discussion will provide the reader
with an understanding of the background of the study, the purpose of this study, reasons why this
topic is important and methods selected for data collection and analysis.

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 CHAPTER – II

REVIEW OF LITERATURE
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2.1 Literature Review
National Restaurant Association (1998)
https://restaurant.org/tools/magazines/rusa/magArchive/.../article/
National Restaurant Association divides a restaurant feasibility study into four steps, which are
1) Identifying market area and gathering of demographic data such as age, sex, income, dining-
out habits and other characteristics of potential customers.
2) Concept development, which involves using the data about the population in the market area
and forming and evaluating a restaurant concept that fits the area's needs and preferences.
3) Site analysis, a process to determine whether the characteristic of the site and the competitive
environment around the restaurant will support such a concept.

16
4) Competitor analysis, which involves investigating competitors in the market area through a
competitor analysis worksheet.

(http://www.restaurant.org/m~a~magArticle.cfm?articleID=T294)
The chapter includes published knowledge that correlates with the above four steps excluding
step two, because in this study the concept has already be firstly chosen, thus including three
sections. The first section will look at literature about how a trade area or market area should be
determined, literature of the demographic characteristics and consumers spending patterns of the
market area. The second section will comprise literature about competition analysis, and the last
section will include literature about site-selection analysis for a start-up restaurant.

Market Area
Melaniphy (1992) “Restaurant &fast food site selection” New York, NY: John
Wiley & Sons, Inc.
Before any research can be done, the market area of the proposed business must be identified to
go further in the exploring process. A market area is defined as the area from which a unit can
expect to capture approximately 85% of its business.

For an established restaurant business, it is not hard to get market area information. Surveys can
be made to gather information about where the customers are from, and plots on the maps can be
made to give a clear of picture of the market area or trade area. On the other hand, it is hard to
predict the market area of a proposed restaurant because no information as to where the
customers are from is available for a future restaurant. But this information can be collected by
gathering such information from vehicle stickers, license plate, competitors' customer interview,
mailed-back questionnaire from competitive facilities.
However, in this study, market area can be easily identified since the proposed site will be
located at Jalandhar-Phagwara Highway and customers of the restaurant will be mostly
customers of the shopping mall and the students. Thus the market area of the supermarket will be
the same as that of the restaurant. The following discussion will first identify the market area of

17
the restaurant and analyze the characteristics of the market area, and then describe the future
development of the market area of the proposed restaurant.

Market Analysis

Restaurant market Analysis (2003). Retrieved January 27th, 2006,

http://www.uwex.edu
Developing a business plan for an existing business or conducting a feasibility study for a new
venture requires a thorough analysis of market conditions. Market conditions in this area have a
significant impact on the profitability of our restaurant. The strength of the local market affects
how many customers we will serve and the menu prices that we can charge. This guidebook will
help us to analyze our market so that we can gauge the potential of our existing or proposed
operation and make more informed operating and investment decisions.
On the pages that follow are a series of checklists to help us collect and analyze information as
part of a restaurant market analysis. The checklists, tailored to the restaurant industry, will serve
as a learning tool to help you understand the many market factors that influence our profitability.

Types of Questions Answered

By conducting a market analysis, we will be able to answer questions such as:

· What are the strengths and weaknesses of our competition?
· Is our location suitable?
· Does our concept fill a niche in the market?

Population Profile and Consumer Spending Pattern of the Market Area

Fullen, S. (2005). “Opening a restaurant or other food business starter kit: how to
prepare a restaurant business plan &feasibility study Ocala”, F1: Atlantic Pub. Group
After determining the market area of the restaurant, the following paragraphs will look at
literature of the demographic profile and consumer spending pattern of market area.
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Demographic profile of the people in the proposed site is essential in determining whether or not
to open a restaurant in a proposed site. Demographic profile includes the total population in the
market area, the number of employed persons, working women, income level, population age,
housing and family structure. Among all the different aspects of demographic profile, total
population of certain area reveals some information of the area in question, but it is the
population profile, especially income distribution and age distribution, that reveals the
information needed by any business person to make their decision. From the study it is
indicated, "What matters is not the total number but rather the characteristics of those people."
"A more realistic way of expressing population needs is to determine how many people you
should have in the appropriate age and income categories." “In more than 30 years of evaluating
and selecting locations, we have found age and income to be the most sensitive demographic
elements in identifying the right opportunities. “It is found from the study’s statements that age
and income distribution reveals the most how much eating-out need there is among the
researched population. Thus, in this case study, the we will focus on the two most important
aspects of demographic characteristics, age and income distribution and also discuss other
related demographic features.

According to National Restaurant Association (1998),"in addition to the basic information on

our potential customers gained through demographic studies, we will need to know more about
their habits of eating away from home." But how to determine their eating-out behavior, National
Restaurant Association (1998) provides the following guidelines based on different types of
restaurants and their targeted market segment.
a. The average person (8 years and older) eats out 4.1 times a week.
b. Singles and married couples with no children eat out more frequently than families with
children.
c. As income increases, consumers eat away from home more frequently.
d. People 18 to 24 year old eat out more often than other age groups.
e. households with a working female eat out more frequently than those with a nonworking
female.
Matching up these guidelines with demographic characteristics information provides the clue to
the consumer spending behavior.
19
Matching up these guidelines with demographic characteristics information provides the clue to
the consumer spending behavior. In this study, population profile and consumer spending pattern
will be collected mainly through surveys due to the lack of such statistics from the government.
As this area is becoming very developing and the population is increasing very fast in this area.
Also the demand and potential of the people are also increasing. The infrastructure is also
developing. This provides an increasing market for Maggi restaurants.

Industry Trends
Studying industry trends is one of the steps in conducting a market analysis. It will help us
identify opportunities and threats in the industry that may affect our profitability. Studies on
consumer eating and drinking patterns are available from various sources. Such studies report
recent changes and trends in consumer attitudes and behaviors regarding food away from home.
They can identify changing trends before they become apparent in our local market. The
following are some of the sources of industry trends data available to us:

· National Restaurant Association

· State and Local Restaurant Associations
· Industry Groups (such as the International Foodservice Manufacturers Association)
· Hospitality Industry Databases (available at many colleges and universities that offer a
hospitality program)
· Industry Publications

The following industry trends checklist provides a sample of topics us might want to study as
part of our market analysis to complete this part of our market analysis.

Growth in Industry Sales

 Quick-service vs. table-service
 Chain vs. independent
 Various types of restaurants (ethnic...)

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  Catering
 Deli, bakery and takeout operations
 Monthly/seasonal dining out patterns
 Industry sales outlook
 Market Demand
 Economic trends
 Demographic trends
 "Food away from home" trends
 Factors that motivate one to dine out
 Eating habits of different market segments

Restaurant Success Factors

 New and popular concepts/themes

 Customer service innovations
 Pricing practices
 Food production methods
 Labor saving techniques

Local Market Area

Demographic and economic statistics will help us determine the restaurant sales potential of the
market area we plan to serve. By comparing these statistics with those of other areas and the
state, we will be able to evaluate the strength of our market area. The first step in this analysis is
to define the geographic size of our market area. Be reasonable in estimating how far people will
travel to reach our site. Once our geographic market area is defined, we should obtain
demographic data that describes the people who live and work in the area. Are there many
affluent singles? Elderly with discretionary income? Families? Descriptions of the population's
age, income, education and gender will help us understand the market area we plan to serve.

21
Obtain economic statistics such as business growth trends, eating and drinking place sales, and
tourism visitation data. It indicates the overall economic health of the market area. This is
important since restaurant sales are closely related to local economic conditions.

Site Selection Analysis

Walker, John R. (2005). The restaurant: from concept to operation Hoboken,
NJ: John Wiley.
After all the market area identification, population characteristics and consumer spending
pattern, and competition analysis have been made, the next step to be made is to decide which
specific place the proposed restaurant should be located, or " identify locational opportunities
within the area delineated." There is a wide range of literature concerning site selection, and all
the literature agrees that site selection is essential to the success of any retail business, including
restaurant business. Because from the study we find that
"When we see a retail business struggling and on the verge of bankruptcy, it is not because the
location didn't have people with a median income of $32,000 or that the age group was 40-45
instead of 35-45. These subtleties are important, but they are relative. The real reason for low
sales is that the location lacks one or more of the essential location factors."
What criteria should be applied to evaluate a proposed site for a restaurant?
Site selection criteria checklist is as follows,
a. Demographics of the area: age, occupation, religion, nationality, race, family size, educational
level, average income of individuals and families.
b. Visibility from a major highway.
c. Accessibility from a major highway.
d. Number of potential customers passing by the restaurant (potential customers might be only
travelers going through a community, drivers, local workers).
e. Distance from potential market.
f. Desirability of surroundings.

Salvaneschi, L. (1 996). Location, location, location: how to select the best site for your
business. Grants Pass, OR: The Oasis Press

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From the study we find that, "When looking for the right location for our retail business, we must
consider essential location factors, including: visibility, accessibility, regional exposure, high
density, growth, operational convenience, safety and security, adequate parking."
Location is a critical consideration because it affects our ability to draw customers. It is
important that our site be visible, accessible, convenient and attractive to our market. How we
evaluate our location will depend on the type of restaurant we are planning and the type of
customers we hope to serve. Two major choices face prospective restaurateurs: What kind of
restaurant should we open and where should we open it? We will have already selected. It is
important that our location and concept complement each other. It is critical that a site be chosen
based on market factors, not because of a low price. Different types of restaurants will have
different location requirements. However, certain elements should be analyzed regardless of the
type of restaurant we are planning. By use the following checklist to complete this part of our
market analysis.

Competitor analysis
Competition analysis seems to be easy but it is because of the mentality towards competition
analysis that makes a lot of unsuccessful businesses. Competition analysis is not just randomly
choosing the restaurants that is located to the proposed restaurant, and have a rough idea of what
the competitors are like, but to carefully choose the direct and indirect competitors, and analyze
all the aspects of the restaurants ranging from exterior appearance to traffic counts.
From the study we find out that the competitors can be further divided into direct competitors
and indirect competitors. "Direct competition represents those food service facilities that are
competing directly with a specific menu. For example, Haveli restaurant operation is directly
competitive, and a fast food hamburger facility is directly competitive with other fast food
hamburger facility by MacDonald’s".
"Indirect competition represents competition that is less direct such as a steak restaurant
compared with a KFC restaurant, or a fast food chicken operation compared with a pizzeria."It
indicates that two kinds of analyses should be done when sizing up the competition in an area we
have tentatively selected for our own site. First, complete the competitor's location analysis.
Second, complete the competitor's strategy analysis.

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The location analysis can be conducted as following:
"From the outside, evaluate whether the facility is properly located and attractive. From inside,
judge the layout of the store and its merchandising, pricing, personnel training and attitudes,
inventory level, cleanliness, lighting, and the number of people walking out of the store without
any purchased merchandise." Competitor's strategy analysis can be done through "a straight
interview with the manager or owner and with some of the employees", and "analyze the
advertising of our top competitor". In this case study, observation and interview with store
employees are going to be made to collect competitors' information, but analysis of competitors'
advertisements is impossible to be done due the fact that none of the competitors have any
advertising. Restaurant competition analysis worksheet will be adopted to collect competitors'
data.
Existing market area restaurants can provide valuable information to help us analyze demand and
market opportunities. We can assess their competitive strengths and weaknesses and learn from
their successes and failures. First, identify how many restaurants are in our market area. Then,
identify those restaurants that appeal to the types of customers (market segments) that we plan to
serve. We should also identify all other restaurants located in our immediate area because they
can also influence our business. Consider including bar and grille, catering services, food
delivery services, grocery stores with deli, etc. Refer to the Yellow Pages and our local Chamber
of Commerce for listings of area food-service operations.
It is important to identify any market area restaurants that have closed, and for what reasons.
Also, learn what new restaurants are planned for the market area and determine how they might
affect our proposed operation.

Location
 Community traffic patterns
 Proximity to sources of demand
 Accessibility
 Visibility
 Surrounding neighborhood
 Parking availability

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Menu
 Theme
 Variety and selection
 Price range and value
 Beverage service
 Food Quality
 Taste
 Presentation
 Portion size
 Consistency Service
 Days open
 Hours of operation
 Service style
 Quality of service
 Speed of Service
 Extra services offered
General Information
 Number of seats
 Estimated seat turnover by day and by meal period
 Types of guests served (age, income, origin...)
 Is business increasing or decreasing?
 Entertainment
 Local reputation
 Advertising and promotion methods used Overall
 Strengths
 Weaknesses

GLOBAL GROWTH AND SUCCESS STRATEGIES

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Since the start of the company in 1973, McDonald’s Corporation began spreading domestically
throughout the United States thus establishing its brand recognition. Its initial strategy began by
advertising directly to the middle and upper class citizens, as can be seen in countries such as
India and China. However, with its many bargain deals on several of its food items, McDonald’s
began to cater to several people belonging to the lower class.
In fact, through globalization and internationalization, McDonald’s was able to develop
marketing strategies, while at the same time customizing them for different regions in
accordance to the cultural and national variations in order to serve specific target markets. The
company conducts heavy research in regions where it desires to open locations based upon a few
elements, including social, cultural, technological, political, and economic situations.
McDonald’s key to success is its business mantra of “think global, act local”. This has allowed
the company to achieve financial success in every region it opens its fast food restaurants.
Internationally, McDonald’s earns high revenues is India. India is one of the toughest markets to
enter for foreign businesses, due to the governmental hardships imposed upon by the Indian
government. The reason behind such hardships is solely based on the Indian government seeking
to protect its domestic businesses, and employment for its citizens. Vasant Vihar, a prosperous
residential area in New Delhi, was the initial location that McDonald’s opened up its first store in
India in 1996. Since then, almost 60 McDonald’s restaurants have been opened. One of the most
successive strategies that McDonald’s uses before opening up its stores are research and
development of its foods. Tastes and preferences vary across the globe, therefore, the company
thoroughly analyzes the preferred tastes, especially to not offend local cultures. For example,
India is a nation where beef is highly unpopular due to religious purposes; therefore, the
company had to come up with burgers that were not made with beef, but rather with chicken or
lamb. Furthermore, the company had to create flavors that were spicy in order to meet the
general taste preferences. In order to further emphasize the globalization element incorporated by
the company, the success strategies include:

Emphasis on Local Management

Throughout the world, McDonald’s prides itself in hiring locals, specifically management
in order to gain acceptance into the country by its citizens. The emphasis is based on the “think
26
global, act local” theme of the company. For instance, the company decided to establish two joint
ventures with two local entrepreneurs in New Delhi, who were selected to manage the fast food
restaurant. This strategic move allowed the company to gain easy access to the bureaucracy
associated with the country’s government.

Politically Sensitive Strategy

One of the company’s major concerns was to develop ways to avoid political confrontation with
the Indian government. The other major concern was to be careful of the religious sensitive’s in
India. Almost 80% of Indians do not eat beef, and over 150 million Indian Muslims do not eat
pork, therefore, instead of supplying the normal Big Mac, which consists of beef, the company
developed the Maharaja Mac that is made of two lamb patties. Other foods were also added to
the non-standardized menu including McAloo Tiki Burger, and other common Indian dishes.

Employment Opportunity

Foreign enterprises are often reluctant to hire locals in their companies, specifically at the
managerial positions, however, McDonald’s research concluded that in order to survive the
brutal Indian government, it would have to hire locals as cashiers, cooks, managers, etc., as well
as provide jobs for the country’s agricultural workforce. In fact, McDonald’s outsources its
products to several Indian companies throughout India. This provides evidence to the Indian
government that McDonald’s is not only customer friendly, but also employee friendly.

Environmental Friendliness
In order to achieve a positive reputation, as well as follow local and national policies of a
country, McDonald’s tries to establish services that are environmentally friendly. India is an
example where the company provides financial contributions and sponsors several community
27
related activities in order to promote environmental protection. This is primarily seen within
schools; thus indicating that the company also supports local schools.

Corporate Citizenship

In order to better its reputation, this multinational firm gives back to the local citizens in all
countries it operates. For example, the company provides several financial donations to local
organizations. This is one way to encourage consumers to eat at its restaurants, as it is an
incentive that is used to spread the name.

Pricing
As the value of currencies varies worldwide, McDonald’s is often forced to change its pricing
strategy in accordance to its target market. For instance, the value of a Big Mac varies
worldwide. It seems that the company tries to maintain a price range on all its products based on
the location, income distribution and it is for this purpose that the company opens up most of its
restaurants in major cities such as New Delhi and so on. Its primary goal is to initially attract
middle and upper class citizens, as they can afford McDonald’s prices. After this, they slowly
target the lower middle class citizens. In the India, for example, the restaurant chain has appealed
equally well to all classes ranging from the poor to the upper class; however, its popularity
continues to be among the lower, middle and upper middle class.

McDonald's marketing success in India

Whether we love it or despise it, McDonald's has successfully infiltrated the Indian market.

In a paper published through the World Advertising Research Center (WARC), it points out
that while countless fast food franchises that have attempted to open in the sub-continent,
McDonald's has not only lasted the distance, it’s branching out and is opening more outlets due
to its effective marketing strategies.

“When McDonald’s India launched in 1996, urban Indians in Mumbai and Delhi typically ate
out three to five times a month, according to AT Kearney, the management consultancy.
28
“In the 12 years since then, that average frequency has doubled and analysts forecast that by
2011 the Indian quick service restaurant market will be worth about $6.3 billion.”

The first Indian McDonald’s outlet opened in Mumbai in 1996. Since then, outlets have begun
trading in metropolitan and bigger towns across the country.

Amit Jatia, managing director of McDonald's India, says “The past decade has witnessed a
marked change in Indian consumption patterns, especially in terms of food. Households in
middle, upper, and high-income categories now have higher disposable income per member and
a propensity to spend more.”

Applications

This survey will provide us with an industry specific market analysis format that can be used in a
feasibility study, business plan or marketing plan. The following will help analyze the market
potential of an existing operation, an expansion or a new development. Existing operators can
use a market analysis to identify opportunities to improve sales. The analysis can provide
valuable information on market conditions to help in forecasting and budgeting. It also provides
a foundation for an effective marketing plan. Prospective operators can use a market analysis to
project sales volume for a new restaurant venture. The analysis can provide essential information
required in a business plan or feasibility study. Through careful analysis of the market, the risks
of a business investment can be lessened. Using your market analysis findings, you can estimate
the financial potential of your venture by creating financial projections. If we are a prospective
restaurateur, these projections will help us determine if our venture is feasible.

29
 CHAPTER – III

NEED, OBJECTIVE, SCOPE &

METHODOLOGY
30
3.1 Need and Scope of the Study
As there is no restaurant of such kind and the population size is very large. So there is wide
scope of this study.
The study can be helpful for
1. The study can be helpful in taking decision so as to improve the quality and service.
2. The study can also provide the idea about the market strategy adopted by restaurants.
3. The study can also helpful to increase the sales volume.

Statement of Problem

The purpose of the study is to determine the feasibility of opening a Maggi restaurant on
Jalandhar- Phagwara highway. Data will be collected through observational research method and
through a survey distributed to potential customers.

3.2 Research Objectives

31
The research objectives are:

1. To understand the needs and wants of the customer from the proposed restaurant.
2. To identify the market area and site of the proposed restaurant.

Assumptions of the Study

In view of the successful entry of Maggi restaurants into the market, established popularity of
Maggi in the market and the fact that Maggi can be use as breakfast, lunch and dinner. An
assumption can be made that a Maggi restaurant at Jalandhar –Phagwara highway, where 50,000
people currently live can be a success as well.
3.3 Research Methodology

The nature of the research determines that both primary research and secondary research should
be conducted to collect information needed for the feasibility study. Observational research
method was used to collect the information regarding site selection, and a survey was conducted
to collect information concerning consumer's need and wants. In view of the different research
methods, this chapter was include information about how research subjects was selected, what
data collection instrument was used to conduct the survey and the observational research, what
procedures was followed to collect the data, and what sample selection criteria was applied, and
how the collected data was analyzed. Limitations of method, sample and procedures were also be
addressed at the end of the discussion.

Subject Selection and Description:

Observational research method was used for site selection and location identification.
Observational research was conducted to collect the information of location, operation hours, and
average check price was collected.

32
Sample Size:
The size of customers must be kept in view for these limits. The parameters of the research study
must be kept in view while deciding the size of sample.

In this research study, Sample size is 200 respondents.

Data Collection Procedures:

Sources of data: Following are the methods of sources of data:

Secondary data:

• Articles on restaurant from journals, magazines published from time to time.

• Internet.

Primary data:

Questionnaire was used to collect primary data from respondents. The questionnaire was
structured type and contained questions relating to different dimensions of restaurant preferences
among proposed population to understand the needs and wants of the customer and to identify
the market area and site of the proposed restaurant.

Data Analysis
A number of statistical analyses were used in this consumer spending pattern study and
market potential study. The Statistical Program for Social Sciences, version 15.0 is used to
analyze the data. Due to the likert nature of the question on the questionnaire, we have used
the factor analysis.

Tool and techniques of analysis: The data so collected will be analyzed through the application
of statistical techniques, such as pie charts.

Data formulation: SPSS

33
Data Analysis tools: factor analysis

CHAPTER – IV
INTERPRETATION OF
FEASIBILITY STUDY ON
MAGGI RASTAURANT
34
4.1 Data Analysis and Interpretation
Objective 1 - Table 1:
Q1.How many times do you usually go to restaurant in a month

Frequency Percent Valid Percent Cumulative Percent

Valid once 21 10.5 10.5 10.5

twice 37 18.5 18.5 29.0

thrice 30 15.0 15.0 44.0

four times 44 22.0 22.0 66.0

more than 4 times 67 33.5 33.5 99.5

others 1 .5 .5 100.0

Total 200 100.0 100.0

35
From the above figure 1 analysis: - 33.5% respondent go to a restaurant more than 4 times,
22% respondent go to the restaurant 4 times, 15% respondent go to restaurant 3 times, 18.5%
respondent go to the restaurant twice and 10.5% respondent go to restaurant once in a month.
Table 2:
Q2. What is the reason for going to a restaurant?

Cumulative
Frequency Percent Valid Percent Percent

Valid family 18 9.0 9.0 9.0

engagement party 10 5.0 5.0 14.0

birthday party 10 5.0 5.0 19.0

for enjoyment 152 76.0 76.0 95.0

other 10 5.0 5.0 100.0

Total 200 100.0 100.0

36
From the above figure 2 analysis: - Maximum respondent i.e. 76% respondents go to the
restaurant for enjoyment, 5% respondents for birthday,5% respondents for engagement party, 9%
respondents go with family.
The above analysis shows that most of the people go to a restaurant for the enjoyment. So there
is great potential of demand for a restaurant.
Factor Analysis:-
Q3. What factors attract you to go to a restaurant?
Strongly Agree Agree Neutral Disagree Strongly Disagree
Brand Name
Location
Visibility
Accessibility
Theme (ethnic, regional etc.)
Ambience
Service
Quality
Price

37
Hours of Operation

Analysis:-

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .605

Bartlett's Test of Sphericity Approx. Chi-Square 247.807

Df 45

Sig. .000

From KMO and Bartlett’s test, the value of validity should be in between 0.5 to 1.0. And we
have found that from the analysis the value of validity is 0.605 which shows that our analysis is
correct.

38
 Total Variance Explained

Extraction Sums of Squared

Initial Eigen values Loadings Rotation Sums of Squared Loadings

Compon % of Cumulative % of Cumulati

ent Total Variance % Total Variance ve % Total % of Variance Cumulative %

1 2.354 23.537 23.537 2.354 23.537 23.537 1.894 18.940 18.940

2 1.530 15.304 38.841 1.530 15.304 38.841 1.572 15.722 34.663
3 1.095 10.948 49.789 1.095 10.948 49.789 1.513 15.127 49.789
4 .972 9.718 59.507
5 .900 9.005 68.512
6 .821 8.207 76.719
7 .770 7.701 84.420
8 .643 6.433 90.853
9 .554 5.544 96.396
10 .360 3.604 100.000

From the analysis of above table, the first three component i.e. Brand name, location and
visibility give the approximate 50% correct data and the rest seven factors give another 50 %
data.

39
From the screen plot graph, the eigenvalue and the component numbers matched so the result is
correct.

Rotated component matrix:-

40
 Rotated Component Matrix

Component

1 2 3

What factors affect you

to go to a restaurant? 1. .307 -.223 .614
Brand Name
Location -.051 .147 .644

Visibility .523 -.023 .473

Accessibility .589 .131 .046

Theme (Ethnic, regional

.780 -.066 .103
etc.)
Ambience .686 .060 .065

Service .057 .823 .130

Quality -.011 .817 .106

Price .045 .143 .663

Hours of operation .305 .331 -.110

Maximum values of the components from the rotated

component matrix
Rotated Component Matrix

Component

1 2 3
What factors affect you to go
to a restaurant? 1. Brand
Name 0.614
Location
0.644
Visibility

Accessibility
0.523
41
 Rotated Component Matrix

Component

1 2 3

What factors affect you

to go to a restaurant? 1. .307 -.223 .614
Brand Name
Location -.051 .147 .644

Visibility .523 -.023 .473

Accessibility .589 .131 .046

Theme (Ethnic, regional

.780 -.066 .103
etc.)
Ambience .686 .060 .065

Service .057 .823 .130

Quality -.011 .817 .106

Price .045 .143 .663

Hours of operation .305 .331 -.110

Theme (Ethnic, regional etc.)

0.78
Ambience
0.686
Service
0.823
Quality
0.817
Price
0.663
Hours of operation
0.331

From the analysis of above table we have found the component:-

Component 1:- theme, ambience and accessibility

Component 2:- service, quality and hours of operation

42
Component 3:- Brand name, location, and price.

Reliability test for the components:-

For the first component:-

Reliability Statistics

Cronbach's Alpha
Based on
Standardized
Cronbach's Alpha Items N of Items

.558 .552 3

The value of Cronbach’s alpha based on standardized items is more than 0.5 which shows that
result is accurate.

Item-Total Statistics

Scale Mean if Item Scale Variance if Corrected Item- Squared Multiple Cronbach's Alpha
Deleted Item Deleted Total Correlation Correlation if Item Deleted

Theme (Ethnic, regional etc.) 4.0400 1.385 .458 .223 .305

Ambience 4.1250 1.447 .403 .198 .401

Accessibility 4.3750 1.924 .256 .070 .609

The above analysis shows that if we left the third factor i.e. accessibility then we find the value
of Cronbach’s alpha based on standardized items is 0.609 which is more accurate when we
include this factor so we can left this factor.

So our first component includes the factors:- Theme and ambience

For the second component:-

43
 Reliability Statistics

Cronbach's Alpha
Based on
Standardized
Cronbach's Alpha Items N of Items

.428 .486 3

The above table of Cronbach’s alpha based on standardized items shows the value is 0.468.

Item-Total Statistics

Scale Mean if Item Scale Variance if Corrected Item- Squared Multiple Cronbach's Alpha
Deleted Item Deleted Total Correlation Correlation if Item Deleted

Service 3.3750 .999 .337 .247 .199

Quality 3.4350 1.091 .376 .250 .180

Hours of operation 2.6300 .928 .129 .017 .657

The above table shows that if we left the third factor i.e. hours of operation then we can find the
value of Cronbach’s alpha based on standardized items is 0.657 so we can left this factor.
So our second component includes the factors:-
Service and Quality

Reliability test for third Component:-

44
 Reliability Statistics

Cronbach's Alpha
Based on
Standardized
Cronbach's Alpha Items N of Items

.403 .402 3

The above table shows the value of Cronbach’s alpha based on standardized items is 0.402.

Item-Total Statistics

Scale Mean if Item Scale Variance if Corrected Item- Squared Multiple Cronbach's Alpha
Deleted Item Deleted Total Correlation Correlation if Item Deleted

Price 3.2700 1.123 .256 .066 .275

Location 3.4200 1.300 .225 .051 .334

What factors affect you to go to

3.4400 1.303 .236 .056 .315
a restaurant? 1. Brand Name

The above table shows that we cannot left any of the factor in this component because our value
of Cronbach’s alpha on the basis of standardized items is not more than 0.5.

Revised factor analysis after the reliability test:-

45
 KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .510

Bartlett's Test of Sphericity Approx. Chi-Square 159.558

df 21

Sig. .000

From the analysis of KMO and Bartlett’s test, the value of validity is 0.510. The idle value of
validity should be in between 0.5 to 1.0.

Total Variance Explained

Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Compone % of Cumulative % of Cumulative % of

nt Total Variance % Total Variance % Total Variance Cumulative %

1 1.863 26.609 26.609 1.863 26.609 26.609 1.527 21.817 21.817

2 1.485 21.220 47.828 1.485 21.220 47.828 1.521 21.728 43.545

3 1.045 14.929 62.757 1.045 14.929 62.757 1.345 19.212 62.757

4 .818 11.685 74.442

5 .762 10.880 85.322

6 .648 9.261 94.583

7 .379 5.417 100.000

From the table of total variance it is found that our first three component i.e. brand name,
location and visibility shows the result approximately 63%. And the rest factors show another
37% data. And the values of these three components are greater than 1.00.

46
From the screen plot graph we have found that our eigenvalue and the number of components are
matched from the table of total variance.

Rotated Component matrix

47
 Rotated Component Matrix

Component

1 2 3

Quality .856 -.010 .025

Service .844 .061 .122

Theme (Ethnic, regional etc.) -.044 .832 .117

Ambience .121 .820 .026

Location .099 -.084 .745

Price .151 .108 .665

What factors affect you to go to

-.183 .366 .564
a restaurant? 1. Brand Name

Maximum values of the components from the rotated component matrix:-

Rotated Component Matrix

Component
1 2 3
Quality 0.855949
Service 0.843648
Theme (Ethnic, regional etc.) 0.831889
Ambience 0.819956
Location 0.745
Price 0.665
Brand Name 0.564

From the table of rotated component matrix we have found the three components:-

Component 1:- quality and service

Component 2:- theme and ambience

Component 3:- location, price and brand name

Component 1 shows that operational capability which shows the service benefit of the consumer
which the consumer has find from the restaurant and its effect the consumer perception
positively because when consumer find these facility from the restaurant then the perception of
the consumer regarding the restaurant and product is turned on and on the basis of this the
buying behaviour of consumer has been changed.
48
Component 2 shows the physical evidences of the restaurant. It shows the benefits of healthy and
friendly environment.

Component 3 shows the competitive edge from the restaurant point of view and from the
consumer point of view it provide the economic value in the terms of brand name, easy to access
or time saving and in the terms of price of the food.

Table 3

49
Q4. How much do you spend on an average per visit?

Cumulative
Frequency Percent Valid Percent Percent

Valid Up to Rs 50 4 2.0 2.0 2.0

Rs 50-100 20 10.0 10.0 12.0

Rs 100-150 49 24.5 24.5 36.5

more than Rs 150 127 63.5 63.5 100.0

Total 200 100.0 100.0

From the above figure 3 analyses: - 63.5% respondents spend more than Rs.150, 24.5%
respondents spend Rs. 100-150, 10% respondents spend Rs.50-100 and 2% respondents spend
upto Rs. 50 on an average per visit.
The above analysis shows that maximum people spend more than Rs. 150 on an average per visit
so this shows that there is a great potential of customers for the proposed restaurant.
Table 4:

50
Q5. If Maggi comes up with a restaurant with the above mentioned features/attributes then
will you want to go and eat in the restaurant?

Frequency Percent Valid Percent Cumulative Percent

Valid yes 165 82.5 82.5 82.5

no 35 17.5 17.5 100.0

Total 200 100.0 100.0

From the above figure 4 analyses: - 82.5% respondents ready to go to proposed restaurant and
17.5% respondents refused to go to the proposed restaurant .So maximum people are ready to go
for the proposed restaurant so there is a great potential for the proposed restaurant.
Table 5:

51
Q6. How much are you willing to spend for Maggi/Burger/Soups at a time?

Frequency Percent Valid Percent Cumulative Percent

Valid uptoRs 30 28 14.0 14.0 14.0

Rs 30-40 39 19.5 19.5 33.5

Rs 40-50 47 23.5 23.5 57.0

more than Rs 50 86 44 43 100

Total 200 100.0 100.0

From the above figure 5 analyses: - 44% respondents are willing to spend more than Rs.50 for
the proposed Maggi restaurant, 23.5% respondents are willing to pay Rs. 40-50, and 19.5%
respondents are willing to pay Rs. 30-40, and 145 respondents are willing to pay up to Rs.30 at a
time.

Table 6:

52
Q7. Which location do you prefer for Maggi restaurant?

Cumulative
Frequency Percent Valid Percent Percent

Valid outside LPU campus 48 24.0 24.0 24.0

near Haveli 71 35.5 35.5 59.5

inside LPIU campus 54 27.0 27.0 86.5

other 27 13.5 13.5 100

Total 200 100.0 100.0

From the above figure 6 analyses: - 35.5% respondents prefer the location near Haveli, 27%
inside the LPU campus, 24% outside the LPU campus and 13.5% respondents proposed other
location for the proposed restaurant.

53
Table 7:
Q8.What is your age?

Cumulative
Frequency Percent Valid Percent Percent

Valid less than 18 years 2 1.0 1.0 1.0

18-25 years 150 75.0 75.0 76.0

25-35 years 36 18.0 18.0 94.0

35-45 years 7 3.5 3.5 97.5

greater than 45 5 2.5 2.5 100.0

Total 200 100.0 100.0

From the above figure 7 analyses: - 75% respondents were of age 18-25 years, 18%
respondents were of age 25-35years, 3.55% respondents were of age 35-45years, 2.5%
respondents were of age greater than 45 years and 1% respondents were of below 18 years old.

Table 8:
54
Q9. What is your occupation?
Cumulative
Frequency Percent Valid Percent Percent

Valid service 31 15.5 15.5 15.5

business 24 12.0 12.0 27.5

student 125 62.5 62.5 90.0

agriculture 20 10.0 10.0 100.0

Total 200 100.0 100.0

From the above figure 8 analyses: - 62.5% respondents were students, 15.5% respondents were
service men/ women, 12% respondents belong to business and 10% respondents belong to
agriculture.
Table 9:

55
Q10. What is your educational level?

Cumulative
Frequency Percent Valid Percent Percent

Valid below graduation 31 15.5 15.5 15.5

graduate 50 25.0 25.0 40.5

post graduate 119 59.5 59.5 100.0

Total 200 100.0 100.0

From the above figure 9 analyses: - 59.5% respondents were Post Graduate, 25% respondents
were Graduate, and 15.5% respondents were below the graduation.

Table 10:

56
 Q11. What is your annual income?
Cumulative
Frequency Percent Valid Percent Percent

Valid upto 1 lakh 55 27.5 37.2 37.2

1-1.5 lakh 21 10.5 14.2 51.4

1.5-2 lakh 19 9.5 12.8 64.2

above 2 lakh 53 26.5 35.8 100.0

Total 148 74.0 100.0

Missing System 52 26.0
Total 200 100.0

From the above figure 10 analyses: - The income level of 26.5% respondents is above 2 lakh,
1.5-2 lakh is of 9.5% respondents, upto 1 lakh is 27.5% respondents and 26% respondents did
not disclose their income.

57
 CHAPTER – V

SUMMARY, FINDINGS,
CONCLUSION, LIMITATION
& RECOMMENDATIONS

5.1 Summary
Knowledge cannot be gained only on the basis of theoretical understanding from books. A
practical insight is necessary for the learning process to make it complete and effective.
58
My project aim was to find out feasibility of opening a Maggi restaurant on Jalandhar-Phagwara
Highway. In my research study 200 respondents are taken for the purpose of survey just to
observe and to understand the needs and wants of the customer for the proposed restaurant. It
also focuses on the market area and site of the proposed restaurant.
We found that most of the respondents choose location near Haveli and the visit restaurant for
the enjoyment purpose. So the feasibility of opening Maggi restaurant on this selected site have
very high rate of growth in order to have restaurant at this place.

5.2 Findings of the study

From the analysis of project the major findings are as follows:

1) The maximum respondents go to the restaurant more than 4 times in a month so there is a
great potential of the customers for the proposed restaurant.

2) The maximum respondents go to a restaurant for the enjoyment.

3) From the analysis it is found that most of the respondents spend Rs. More than 150 on an
average per visit so there is a great potential of the customer and the potentiality in the
terms of money or demand.

4) Maximum respondents are willing to go to the proposed restaurant of Maggi so there is a

great potential of customer for the proposed restaurant.

5) Maximum respondents are willing to spend more than Rs.50 on a visit for the proposed
restaurant of Maggi so there is a great potential of the customers.

6) Maximum respondents prefer the location “Near Haveli” for the proposed restaurant.

7) From the factor analysis we have found the three components. First component shows the
operational capabilities of the restaurant, second components shows the physical
evidences of a restaurant and the third component shows the economic values for the
consumers and competitive edge from the restaurant point of view.

59
5.3 Conclusion
This project determines the feasibility of opening a Maggi restaurant on Jalandhar- Phagwara
highway to understand the needs and wants of the customer and to identify the market area and
site of the proposed restaurant. Maximum respondents choose the location of “Near Haveli” as
the location of proposed restaurant. From the analysis we have found the three component i.e.
From the first component includes the service and the quality of the products which shows the
operational capabilities of the restaurant, second component contains the theme and ambience of
the restaurant which shows the physical evidence of the restaurant and three component shows
the location, price and the brand name of the restaurant which shows the economic values from
the consumer point of view and the competitive edge from the restaurant point of view.
So there is a feasibility of the proposed Maggi restaurant on Jalandhar- Phagwara highway near
Haveli.

5.4 Limitations
The limitation of the research includes the following two points:
a. The time and money constraints.
b. Unwillingness of respondents
c. Again, asking about family income will make the subjects more aware of security issue
when revealing their family income. As a result, no family income questions are asked in
the questionnaire, and no such information can be collected.

60
5.5 Recommendations
We can see that the people are really becoming habitual of spending more money on having a
food at restaurant as their income levels increases so there is high possibility of success for a
Maggi restaurant on the Jalandhar- Phagwara Highway near Haveli.
 Restaurant should focus on its operational capabilities so that they can give better quality
and services.
 Restaurant should focus on its physical evidences like ambience etc. so that they can
create the healthy environment and consumers feel free at the restaurant.
 Restaurant also focuses on the location because it gives the main competitive edge.
 Price of the menu should be according to the competitors.

61
 CHAPTER – VI

BIBLIOGRAPHY

6.1 Bibliography

62
Andrews, L. (2003). Buying & selling a restaurant business: for maximum profit Ocala, F1:
Atlantic Pub. Group

Arduser, L. (2003). Restaurant site location: finding, negotiating & securing the best food
service site for maximum profit Ocala, F1: Atlantic Pub. Group

Brown, D. (2003). The restaurant manager's handbook: how to set up, operate, and manage a
financially successful food service operation Ocala, FL: Atlantic Pub. Group

Eppli, M. J. & John D. B1994.The evolution of shopping center research: a review and analysis.
The Journal of Real Estate Research. 9.1:5-32

Fullen, S. (2005). Opening a restaurant or other food business starter kit: how to prepare a
restaurant business plan &feasibility study Ocala, F1: Atlantic Pub. Group

Katsigris, C. (2006). Design and equipment for restaurants and foodservice: a management
vie. Hoboken, NJ: John Wiley

Melaniphy (1992). Restaurant &fast food site selection New York, NY: John Wiley & Sons,
Inc.

National Restaurant Association (l998). Conducting a feasibility study for a new restaurant
Washington DC: National Restaurant Association

Restaurant Market Analysis (2003). Retrieved January 27th, 2006, from http://www.uwex.edu

Salvaneschi, L. (1 996). Location, location, location: how to select the best site for your
business. Grants Pass, OR: The Oasis Press

Studying Feasibility Studies. (l998). Retrieved December 26, 2005,

63
From http: //www.restaurant.org

Sweeney, K. (2004). The new restaurant entrepreneur: an inside look at restaurant deal-
making and other tales @Om the culinary trenches Chicago, IL: Dearborn Trade Pub.

Walker, John R. (2005). The restaurant: from concept to operation Hoboken, NJ: John Wiley.

6.2 References

http://www.cluteinstitute-onlinejournals.com/PDFs/115.pdf

http://www.marketingmag.com.au/news/view/mcdonald-s-marketing-success-in-india-852
http ://www.restaurant.org
http://house.scol.com.cn
http://www.uwex.edu

64
 CHAPTER – VII

APPENDIX

Questionnaire

Dear Sir/Madam.

65
We are conducting this survey as a part of our M.B.A. programed from Lovely Professional
University, Punjab. The purpose of this survey is to study the “Feasibility Study of opening a
Maggi Restaurant at Jalandhar-Phagwara Highway”, so we would be grateful if you could
spend some of your precious time in filling up this Questionnaire.

Q1.How many times do you usually go to restaurant in a month?

Once Twice Thrice 4 times More than 4 times

Q2. What is the reason for going to a restaurant?

Family Engagement party Birthday party for enjoyment
Other (specify)……………..
Q3. What factors attract you to go to a restaurant?
Strongly Agree Agree Neutral Disagree Strongly Disagree
Brand Name
Location
Visibility
Accessibility
Theme (ethnic, regional etc.)
Ambience
Service
Quality
Price
Hours of Operation

Q4. How much do you spend on an average per visit?

Up to Rs.50 Rs.50-100 Rs.100-150 More than Rs.150

Q5. If Maggi comes up with a restaurant with the above mentioned features/attributes then
will you want to go and eat in the restaurant?
Yes No

66
Q6. How much are you willing to spend for Maggi/burger/soups at a time?
Up to Rs.30 Rs.30-40 Rs.40-50 More than Rs.50

Q7. Which location do you prefer for Maggi Restaurant?

Outside LPU campus Near Haveli Inside LPU campus
Other (specify)……………………..

Q8. What is your age?

Less Than 18 18-25 years 25-35years 3 5 35-45 Greater Than 45

Q9. What is your occupation?

Service Business Student Agriculture Others (specify)……….

Q10.What is your Education level?

Below graduation Graduate Post Graduate other (please specify)…….

Q11. What is your annual income?

Up to 1 lakh 1-1.5lakh 1.5-2lakh Above 2 lakh

Name……………………………………………………..
Mobile no…………………………………………………
Address…………………………………………….

67
68