SUBMITTED TO: Prof.

DINESH THAPAK AHMEDABAD (2009-12) SUBMITTED BY: MADHURI RAGHANI

Agenda

Scope of Project Executive Summary Introduction Purpose of the study Context of the study Literature Review Questionnaire & Coding RM updated.docx Research Methodology Data analysis and interpretation updated.docx Limitations of the study Conclusion

Scope of Project
New area with a unique theme to cater a specific

segment(group of people) of Ahmedabad city.

Executive Summary

Ahmedabad the Manchester of the East has a diversified culture where people from all walks of life participate in the cultural race from dance-drama to food and festivals. The people of Ahmedabad enjoy rich culinary traditions. Ahmedabadi people are very lively and cherish each and every moment of their lives. They believe in living life in a very simplistic manner. People out here are very fond of food. This explains the reason why the restaurants and cafes in Ahmedabad are always thronged by people. Ahmedabadi People are full of energy and enthusiasm, they never like to be sitting idle. They'll always be engrossed with one or the other work. Ahmedabadi people derive great pleasure in shopping. Ahmedabad is a place full of colors. Wherever you'll go, you'll get to see people clad in colorful attire. Ahmedabad people are very fun loving and have a lot of respect for the traditions and customs of their community. The city of Ahmedabad does not boasts of a very vibrant night life. As Gujarat is a dry state the city does not shelter too many pubs and night clubs. However there are other forms of entertainment enjoyed by the locals and tourists who visit Ahmedabad. In this project, I meet with various segment of society residing in Ahmedabad city, I talked with them, observed them very keenly regarding their behavior and focused my study on their visit to have their food outside their home. I reviewed various literatures from local source as well as from good journals and concluded to do explorative and conclusive research for which I took Ahmedabad city as my population and people residing in satellite, Bopal, Vastrapur, Shahibaug, Manekbaug, University, C.G Road, Ashram Road, Juhapura, Maninagar etc After deciding on sample of 257 people from above mentioned different areas, prepared the questionnaire, get it filled with help of my friends, than coded it in excel, after coding decided upon some factors which are mentioned below in analysis by SPSS 19.0

Introduction

INTRODUCTION:The project on LAUNCHING A NEW CONCEPT DINING RESTAURANT IN AHMEDABAD CITY is a new concept evolving in current times in metro and mega cities like Ahmedabad. To popularize this concept and launch a new concept dining restaurant. Dining out is a very popular culture in Ahmedabad. Dotted with restaurants throughout the city Ahmedabad is home to some of the finest eateries in the country. Be it Chinese, India, authentic Gujarati, Continental, South Indian or Thai the city offers specialties of all kinds.The restaurants are open till late night since people keep flocking in till the late hours of the night. PURPOSE OF THE STUDY:To study and related the theoretical concept taught in class with practical implementation in real world. CONTEXT OF THE STUDY:To understand the changing life style and food habits of people of Ahmedabad to start a new enterpreuanal venture.

PROBLEM IDENTIFICATION
The area of concept & fine dining restaurant is not

aptly promoted in Ahmedabad. The said concept is not much familiar among the customers.

Literature Review
Marketing Research: An Applied Approach is aimed at

students studying marketing research by Naresh K. Malhotra Research paper on Concept dining from various journals like SAGE,Emrald,SSRN,AMA AMA(American Management Association)Journal of Marketing Research INDIAN JOURNAL OF MARKETING (ISSN 09738703) http://www.ahmedabad.org.uk

Research Methodology
(a)Exploratory, (b) Causal (c) Conclusive described in

analysis and conclusion

Limitations of the study

Time lack while meeting respondent for filling up

questionnaire Resource journal not available in college Pressure while in maintaining balance between study and working life.

Conclusion
We have been able to successfully able to fill up about 250 questionnaires asking about the perception people in the city of Ahmedabad have about restaurants. Our main purpose of doing this research was to find out the significance that the people of Ahmedabad on the basis of the following factors : Ambience Music playing Specific cuisine Trained staff Trained chef Involvement of staff
It was noted that the people of Ahmedabad do not give any importance or significance to quality service. But all services are positively correlated with each other but the relationship is not perfect. All factors are given equal importance, i.e. the are dependant on each other.