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Title of the project: Study of customer satisfaction in fast food industry: A case study of Haldiram Vs

Bikanerwala Restaurants.

Introduction & Objective of the study:


Introduction: There are many varieties of snacks foods, which are produced in India, and the types of snack
food varies according to region. the snack market has changed with advent of innovative products. it has
emerged as a fast, customised and large market. there is also a changing perception of consumers towards
processed foods, served in centralised food service system. the primary reason for these changes is the
dynamic marketing environment in the snacks business. changes in the marketing environment have
generated a need to reconsider the managerial prospectives on marketing in snacks business.
this study will analyse customer satisfaction and perception about Indian sweets and snacks being served at
various outlets of Haldiram and Bikanerwala.

Objective: To analyse customer opinion & overall satisfaction level of customers at Haldiram &
Bikanerwala.
To study the factors influencing the purchase decision of customers regarding Indian sweets and snacks.
To analyse the product knowledge of customer about the companies.
To compare the competitive market existing between the companies.
To identify Haldirams strength, weakness, opportunities, threats etc and develop methods by which Haldiram
can increase its market share and become the market leader.

In today’s competitive conditions, which factors cause customer satisfaction, which variables change
customer satisfaction in which ways and how these variables can be managed, for which segments which
activities can be designed are the main questions that marketing managers must consider. customer
satisfaction data are among the most frequently collected indicators of market perception. my project title is
“Study of customer satisfaction in fast food industry: A case study of Haldiram Vs Bikanerwala
Restaurants”, this study will be done on various bases - peoples preference in terms of Indian Sweets and
snacks, product range, product quality, prices, taste, cleanliness and hygiene, ambience, advertising and
promotion, etc. this helps to know customer satisfaction with a service by using the gap between the
customer’s expectation of performance and their perceived experience of performance. this provides the
measure with a satisfaction “GAP” which is objective and quantitative in nature. “ Customer satisfaction
provides a leading indicator of consumer purchase intentions and loyalty”. These above reasons that’s why i
want to choose particular topic. Customer satisfaction, a business term, is a measure of how products and
services supplied by a company meet or surpass customer expectation. it is seen as a key performance
indicator within business and is part of the four prospectives of a balanced Scorecard. It blends elements
from psychology, sociology, anthropology and economics. It attempts to understand the buyer decision
processed / buyer decision making process, both individually and in groups. it studies characteristics of
individual customer such as demographics, psycho graphics and behavioural variables in an attempt to
understand people’s wants. the level of satisfaction can also vary depending on other options the customers
may have and other services against which the customer can compare the organisation’s products or services.
Organisations needs to retain existing customers while targeting non-costumers. According to U.S.
consumers’ affairs department, it costs five times more to gain a new customer than to retain an existing one.
Measuring customer satisfaction provides an indication of how successful the organisation is at providing
products and / or services to the marketplace. Work done by Parshuraman, Zeithamal and Berry (Leonard L)
between 1985 and 1988 delivered SERVQUAL which provides the basis for the measurement of customer
satisfaction with a service by using the gap between the customer’s expectation of performance and their
perceived experience of performance. this provides the researcher with a satisfaction ‘gap’ which is semi-
quantitative in nature. Cronin and Taylor extended the disconfirmation theory by combining the “gap”
described by Parsuraman, Zenithal and Berry as two different measures (perception and expectation) into a
single measurement of performance relative to expectation.

SCOPE: My study will be confined to investigate study of consumer satisfaction and perception about
Indian snacks and sweets. Customer satisfaction is an ambiguous an abstract concept and the actual
manifestation of the state of satisfaction will vary from person to person and product / service to
product/service.
Research Methodology and Research Design;
The type of research will be used in this study exploratory cum descriptive research design. In this research
various secondary sources of data will be studied, individual surveys will be conducted and then collected
data will be analysed. SAMPLE DESING Sampling - It is not always necessary to collect data for whole
universe. A small representative sample may serve the purpose. A sample means a small group taken in a
large lot. This small group taken in a large lot. This small group should be emanative cross section and really
“representative” in character. this selection process in calls sampling. Method of sampling - the method
adopted for this study will be random sampling method. A random sampling method os one where each item
in the universe has an equal chance of known opportunity of being selected. Sample elements/ Sample Unit -
The target population of this survey will be the customers visiting the outlet of haldirams and Bikanerwala.
Sampling Area p- Outlet of Haldirams and Bikanerwala at Delhi and NCR, other places. Sampling technique
- The technique used for conducting the study will convenience sampling technique as sample of respondents
will be chosen according to convenience. Sample Size - It is the number of people served. the sample size is
100. data collection Methods: One of the important tools for conduction market research is that availability
of necessary and useful data. the data will be collected using both by primary data collection methods as well
as secondary sources. primary Data: Most of the information will be gathered through primary sources. the
methods that will be used to collect primary data are: 1. Questionnaire, 2. interview. Secondary data: the
secondary data will be collected through: Text books, magazines, Journals, websites. Methods use to present
data: Data analysis and interpretation - Classification and tabulation transforms the raw data collected
through questionnaire in to useful information by organising and compiling the bits of data contained in each
questionnaire i.e. observation and responses are converted in too understandable and orderly statistics will be
used to organise and analyse the data. data and results will be presented in the form of graphs and charts.
calculating the percentage and responses. Formula used = (no. of responses / total responses) * 100
Statistical tools: MS Excel and MS Word.

References: PHILIP KOTLER, GARY ARMSTRONG, PRAFULLA Y. AGNIHOTRI, EHSAN UL


HAQUE 2010. A south Asian Perspective, 13th Edition.
Pallant, julie (2007).SPSS Survival Manual, 3rd edition, Open university Press, The mcGraw- Hill
Companies.
Malhotra, N.K. (2004), Marketing research: an applied orientation, 4th edition, Prentice-Hall International,
london
C.R. Kothari,”Research Methodology”, VISHWA PRAKASHAN Publishing Printed in India, Bangalore,
and year 1998.