AURO UNIVERSITY

(INDIA)

School of Business
Bachelor of Business Administration

Module

GMT 207
BUSINESS RESEARCH METHODOLOGY

GROUP PRESENTATION

Semester - III
SUMMARY
The research is about operational system , challenges, Statisfaction of
customer and management practice of dabbawalla. Also to study the
consumer perception on dabbawalla.

AIM
● The purpose of doing this project is to acquire knowledge of
Dabbawalla’s team and actual performance in the supply and
management of food delivery service.
● The management learning and the six sigma.
● To know the consumer behavior towards the dabbawalla.

OBJECTIVE
● To learn the challenges and point of view of the dabbawalas service
in the light of changing environment.
● To learn the nature how dabbawalas give back to society .
● To study how operational management of Mumbai dabbawalla
performs.
● To understand the consumer behavior of dabbawalla’s management
in delivering tiffins?

BRIED SUMMARY ABOUT DABBAWALLA

Since 1890, Dressed in white outfit and traditional Gandhi Cap,

Mumbai Army of 5,000 Dabbawalas fulfilling the hunger of almost
200,000 Mumbaikar with home-cooked food that is lug between home
and office daily. For more than a century our team have been part of
this grime-ridden metropolis-of-dreams.
About 125 years back, a Parsi banker wanted to have home cooked
food in office and gave this responsibility to the first ever Dabbawala.
Many people liked the idea and the demand for Dabba delivery soared.
It was all informal and individual effort in the beginning, but visionary
Mahadeo Havaji Bachche saw the opportunity and started the lunch
delivery service in its present team-delivery format with 100
Dabbawalas.
As the city grew, the demand for Dabba delivery grew too. The coding
system created by our forefather is still prominent in 21st century.
Initially it was simple colour coding but now since Mumbai is widely
spread metro with 3 local train routes, our coding has also evolved into
alpha numeric characters.

RESEARCH QUESTION
● What is the current process followed by dabbawalla in Mumbai of
delivering good quality product to customer?
● How they use the six sigma in their process of delivering food to the
consumers?
● How working management of Mumbai dabbawalla perform and
amazing role in procurement and circulation of tiffin ?
● To know the consumer behavior on management of dabbawala?
 ● How dabbawalas contributes in the social work?
LITERATURE REVIEW

Article1:
Sinha, A. (2016, August 11). How Dabbawalas Are Encouraging
Mumbai Residents To Turn Organ Donors. Retrieved from
http://www.ndtv.com/mumbai-news/how-dabbawalas-are-
encouraging-mumbai-residents-to-turn-organ-donors-1443185
The article discusses about the "Mumbai Dabbawalas are using tiffins
to spread an important message to turn organ donors''. The
dabbawalas are utilizing tiffin bearers to take the message of organ
donation to munbaikars, and also promising to give their own
particular organ as well. They decided to support the Srimad Raj
Chandra organ donation Program. As Indicated by Subhash Talekar,
their representative stated that we are conveying organ gift data cards
along with the tiffin’s to customer’s regular.
Article2:
Vidal, J. (2014). Mumbai's dabbawallas: proof that tradition can be
innovative | John Vidal. the Guardian. Retrieved from
https://www.theguardian.com/global-development/poverty-
matters/2014/jan/04/mumbai-dabbawallas-tradition-innovation-
india
The article talks about the old way will be the simplest way, tradition
can be innovative. Sometime the most intensifying is to keep doing
what actually you are doing. The Mumbai dabbawalas are illiterate
they consider to keep it simple because often technology doesn't work.
They prefer to keep mental note. They don't depend on gadgets;
dabbawalas doesn't have confidence in complicated management.
They built the business on trust, experience, knowledge and
intelligence.

Article3:
Chandran , N. (2005, September 01). World class logistics Operation:
The case of Bombay Dabawallahas. Retrieved from
http://www.iimahd.ernet.in/publications/data/2005-09-
01ravichandran.pdf
The Bombay dabawallas operation is widely recognized as an
outstanding example of excellence in logistics. The presentation is
organized in 3 sections. 1st is a basic information, 2nd is distinguishing
features of BDO and 3rd is summarizes some of the best management
practices in BDO. The critical success factors are flexible
infrastructure, customer co-operations, process capability, Transport
economics, coordination and structure. There are element of strategy,
sustainability and growth options and that is perpetual need, value
pricing, optional excellence, structure and customer focus.
Article4:
Standard, B. (January 01). Mumbai 'Dabbawalas' join PM's 'Swachh
Bharat Abhiyan'. Retrieved from http://www.business-
standard.com/video-gallery/general/mumbai-dabbawalas-join-pm-
s-swachh-bharat-abhiyan-15332.htm
The lunch box deliverymen of Mumbai or 'dabbawalas' as they are
called, hailed Prime Minister Narendra Modi for nominating them to
join Clean Indian Mission. The dabbawalas are city's lifeline as the
team of around 5000 people supply food to around 200,000 office
goers every day. They carry hot food in lunch boxes from the houses
of Mumbai residents late in the morning and deliver them at their
workplace. The dabbawalas said they are honoured with the
nomination and would do their best to ensure cleanliness around.

Article5:
Not just tiffins: Mumbai Dabbawalas to help Flipkart for last mile
deliveries. (2015, April 09). Retrieved from
http://www.firstpost.com/business/not-just-tiffins-mumbai-
dabbawalas-to-help-flipkart-for-last-mile-deliveries-2191051.html
With an aim to develop newer delivery channels, e-retailer Flipkart
has tied-up up with the dabbawalas of Mumbai for last mile delivery
to its customers Initially, as a partner to eKart, the Dabbawalas will
collect Flipkart marketplace shipments from the delivery hubs and
deliver it the customers - while picking their dabbas. “This process
helps reduce the delivery process checks by enabling these delivery
personnel to directly collect the package from the local seller “a
Flipkart release said. This pilot is currently operational only for
Bangalore sellers and customers for shipments of less than worth Rs
5,000.

TYPES OF RESEARCH DESIGN

EXPLORATORY STYDIES:
Is described as the initial research into a hypothetical or assumptive
idea. This is where a researcher comes with an idea or has observed
something and seeks to know more about it.
There are three exploratory ways of conducting your research are: -
1.)Search of the literature works
2.) Meeting with 'experts' in the subject matter
3.) Conducting target group selection interviews
Customer satisfaction on Mumbai Dabbawala and how they perform
operations management:
In this research paper we have done our research design on
Exploratory studies because the study justifies some points to study
are:
1. ) We have observed a situation of Consumer's behaviour on Mumbai
Dabbawala could they be satisfied with their service of tiffin?
2. ) Mumbai Dabbawalas nature to give returning to society/social
work.
3. ) Working management of Mumbai Dabbawala
To study the Consumer satisfaction we can conduct a spotlight group
interviews or with a survey to seek additional information also to
understand more about the research.
The research will include the concentrated points with the educational
study as we have observed the research factors and we apply
educational ways to conduct research.

Time Horizon of the study

CROSS-SECTIONAL STUDY:
In medical research and social science, a cross-sectional study is a type
of observational study that analyzes data collected from a population,
or a representative subset, at a specific point in time.
Dabbawalas usually follow a cross-sectional study of research. In a
cross –sectional research data is collected at a point of time but not on
the same subject. Since technological progression, the techniques used
by these dabbawalas has to be changed keeping in mind the current
scenario. As, recently they developed a digital way of delivering their
products by introducing their website digital dabbawala.com.
Consumer tastes can be changed over time and since they even
undertake interventions for health, they do not follow longitudinal
study because environmental factors change over time and influence
their delivering process.

METHODS

MIXED METHODOLOGY:
Mixed method involves analyzing data by using both qualitative as
well as quantitative data.
WHY DABBAWALAS USE MIXED METHODOLOGY?
The work of dabbawalas is a mixture that results in successful delivery
when both quantitative as well as qualitative approaches are kept in
mind.Since the work basically aims on social phenomena, both
approaches are needed to understand these complexities.

RESEARCH STRATEGIES
SURVEY :
Survey means to ask something or a series of questions to be able to
gather information about what most people do or think.
Research validity in surveys relates to the extent at which the survey
measures right elements that need to be measured.
Mumbai dabbawalas uses a survey strategy: -
As survey results provide a snapshot of the attitudes and behaviour
including thoughts, opinions, and responses about your target study
population.
-As we even want to know that the lunchboxes which they are
delivering are recently been delivered on time or not.
-And if they deliver on time then check the quality should changed or
not.

CASE STUDY :
A process or record of research into the development of a person,
group, or situation during time.
To study the Consumer Satisfaction on Mumbai Dabbawala we use the
case study to find the more effective research of the study.
We are selecting example because as case analysis technique is
responsible for intensive study of an unit.
-As it is the investigation and search of a meeting thoroughly and deeply.
-As firstly it tells the storyline all about Mumbai dabbawalas and services.
-Even want to Find that how mumbai dabbawalla services has been applied
successfully.
ETHNOGRAPHY :
It is the scientific description of human beings and culture with their
customs, conduct, and mutual variations.
To study about the social culture which Mumbai Dabbawala do , we
use this instrument to measure the research.
Mumbai dabbawalas comply with ethnography approach:-
-As ethnography analysis of a nearby workers cooperative in Mumbai
-As different culture in different areas which employee will assist them
so that they Use to ship personnel at different regions .
-Tiffin delivery system is not also supported by complex logistics , but
also via a particular ethical code. That code is the expression of
interrelaltionship among the human being.
ISSUE OF RELIABILITY AND VALIDITY IN TERMS OF
RESEARCH DESIGN:

Issues regarding validity

The designing of our research is said to be Valid when our findings
truly represent the phenomenon that we want to measure. And in our
research we are mainly measuring the consumer satisfaction based on
the service Mumbai’s dabbawalas. We need to check mainly whether
there actually exists a causal relationship between the variables.
In our research our independent variable is identified as time and
dependent variable is the opinion of our respondents. We will gain an
element of validity in our research process since, there exists a causal
relationship between the two variable i.e. dependent as well as
independent variable.

Issues of Reliability
Reliability refers to the extent to which your data collection
techniques and analysis procedure will yield the same results when
used under the same type of conditions.
Here , our research cannot be completely considered as a reliable
source as we cannot say that same results will be gained when
questions will be put under different situations. Because, our results
will be measured in terms of satisfaction gained and the level of
satisfaction is just opinion based. Therefore , this is an issue regarding
reliability.
QUESTIONNAIRE

Q-1 On the scale 1 to 5 rate the Mumbai Dabbawala’s service?

1 2 3 4 5

Q-2 The world-famous Dabbawalas legacy should continue ?

o yes
o No

Q-3 Why people use the service of Mumbai dabbawalas?

o To eat proper food ( proper in quality and quantity)
o To get the home food in office
o low cost
o Others
___________________________________________
Q-4 Is Mumbai dabbawalas delivery a question of status for the
customer?
o Yes
o No
o Other
____________________________________________
 Q-5
How important each of the following attributes are regards to service
offered by Mumbai Dabbawala?

Not Less Little Somewhat Very

Important Important Important important Important

Pricing

Responsiveness
of Staff

Storage Box

Q-6 Mumbai dabbawala has always be an inspiration for people.

What makes You inspired from them?
o Their dedication towards delivering tiffins
o Struggling whole day in delivering tiffins
o The way they manages the delivery of tiffins on time
o Their hard work making impossible things possible (carrying the
chain of tiffins with no transportation)

Q-7 Mumbai dabbawala are into giving back to society. What people
think are they doing for fame or they are doing for themselves?
 o Yes
o No
o Maybe

Q-8 List down the qualities that satisfies you by mumbai dabbawala
tiffins services?
______________________
______________________
______________________

Q-9 Do you want to change the Tradition of mumbai Dabbawala of

delivering tiffins?
o Yes
o No
If Yes than what you want to change
______________________________________________
 Investigative Variables Required Detail in which Check
Question data measured measuremen
t question
An Investigative included in
question is a Questionnai
asked question re
that requires an
experiment to
perceive the
proper answer.

1.What is the It can be

current process satisfactory or No
followed by Opinion of respondent on the unsatisfactory or
dabbawala in current process of dabbawala. neutral
Mumbai of
Delivering
good quality
product to
customer?
(behavioural)

2.Mumbai Data will measured

Dabbawala has by knowing the
always been an opinions of
inspiration for Opinion of respondents through respondents Yes
people?what make surveys
you inspired from
them ?

3.To know the It should be

consumer behavior satisfactory or
on management of unsatisfactory or
dabbawala? neutral No
Opinion of respondents on
(opinion)
Dabbawala management
4.How dabbawalas Should be based on
contributes in the the respondents
social work? views on
(behavioural) contributing to
social work No
Opinion of people on Mumbai
5.The tiffins which Dabbawala
they are delivering Respondents can
has been delivered answer the approx
on time? time the dabbawala
(behavioural) spends to deliver
Answers on respondent whether
tiffins
tiffin has been delivered on time
or not No
ISSUES REGARDING VALIDITY AND RELIABILITY

VALIDITY

We have checked upon the ability of the questionnaire that we have

designed whether it is able to measure what we have intended to
measure or not. Validity of our questionnaire is checked by measuring
the degree to which it satisfies the criteria of our measure.

Validity of the questionnaire is done mainly to answer two basic

questions:-

 Is our measure i.e. questionnaire in relation to our objectives or not?

 Are answers provided by application of effective procedures or not?

Some issues that might be faced in checking validity are:

 Each question shall be justified in relation to the objective of the

study. If not so, the one wrong question may ruin the entire research
process.
 Our major issue is that our research is more about intangible
services. Questionnaires are more easier in tangible matters.
 Questionnaires are difficult when research is carried out for purpose
to check “effectiveness of some programme” and our research
carries the same purpose.
CONTENT VALIDITY: It is not a major issue as we are covering
a representative sample of the domain to be measured.
CRITERION VALIDITY: Here, predictive validity tells about the
ability of our test to predict the future validity. It carries an issue
as we are basically researching about the current beneficial
programs of Mumbai’s dabbawalas.
 CONSTRUCT VALIDITY: Our questionnaire provides the proof
to this validity condition since our research is based upon
theoretical studies or programs undertaken by dabbawalas.

RELIABILITY

To check whether our source of research through questionnaire

technique is reliable or not we need to find the reproducible results
that we are getting in our research process.

ISSUES REGARDING RELIABILITY:

 It is possible that we do not get same answers repeatedly. If, we get

different answers each time or many a times , our research source is
not reliable.
 Since our research is based on service provided by the dabbawalas ,
it is possible that same scores are not obtained all the time as we are
not testing its future evaluation.

TEST-RETEST METHOD: We are not sure under this case that each
time we issue a questionnaire and we will get the same results. But,
since these dabbawalas are doing pretty well and six –sigma theory
is adopted, our research may be reliable in this test-retest method
through questionnaires.

INTERNAL CONSISTENCY: This is a major issue because the each

part of the questionnaire may not focus on one characteristic itself.

QUANTITATIVE DATA
In quantitative data analysis we are expected to turn raw numbers into
meaningful data through the application of rational and critical
thinking. The same figure within data set can be interpreted in many
different ways.
The data are measured numerically as quantities and have individual
numerical values assigned to them.
Quantitative Analysis will be conducted to examine the research
questions on “The study on Mumbai Dabbawala” To understand the
consumer buying behaviour on Mumbai Dabbawala, To know the
dabbawalla giving back to society and the process followed by Mumbai
dabbawalla in delivering tiffins to customers. Based on the
questionnaire , the questions are on quantitative analysis.
The independent variable will be the time and the respondents will
be the office goers who consumes the service of Mumbai Dabbawala’s
and also the questionnaire which is based on the ‘The consumer
satisfaction on the service of Mumbai Dabbawala’s.
The dependent variable will be the respondents opinions on the
questionnaire of ‘The consumer satisfaction on the service of Mumbai
Dabbawalla’s.
TYPES OF QUANTITATIVE DATA

 Categorical Data: - are the data which cannot be measured

numerically but which can be placed into categories (according to
the specific data they posses). Under categorical data we are
following Nominal data.

According to the research questions and questionnaire, there

are questions which are based on the categories.

Example :-

1) The world-famous dabbawalla should continue the legacy of

delivering the tiffin ?

 Yes

 No

There are two categorical variables (Yes & No)

2) Mumbai Dabbawalla are into giving back to society. What people
think are they doing it for fame or they are doing it for the
society?

 Yes

 No

 May be

There are three categorical variables (yes, no & may be)

 Quantifiable data are those data which can be measured
numerically as quantities and have individual numerical values
assigned to them. The main subdivision are Discrete & Continuous
data.

Discrete data are data which can be measured very accurately

on a scale which measures the whole numbers (integers)

According the research questions and questionnaire : -

Example :-

1) On the scale of 1 to 5 rate the service of Mumbai Dabbawalla

where

 Best

 Very good

 Good

 Average

 Bad

The numbers are the discrete variables which can be

measured numerically.
Descriptive Statistics It simply means describing a data in some
manner what is or what the data show. For our research study of
mumbai dabbwala’s we will be using.
o Graphical represenatation using figures & bar diagrams

Inferential statistics is the type of statistics which deals with making

conclusions. It inferences about the predictions for the population (
consumer of Mumbai dabbawalas ) . It also analyses the sample.
Basically, the inferential statistics is the procedure of drawing
predictions and conclusions about the given data which is subjected to
the random variations. Inferential statistics includes detection and
prediction of observational and sampling errors. This type of statistics
is being utilized in order to make estimates and test the hypotheses
using given data.
What the consumer of Mumbai dabbawalas might think or to make
judgements of the probability that an Observed difference between
group is dependable one or one that might have happened by chance
in the study.
The average number of consumer statistfied by Mumbai dabbawalas
service.

There are two major divisions of inferential statistics:

1) Confidence Interval:
The confidence interval is represented in the form of an interval that
provides a range for the parameter of given population.
2) Hypothesis Test:
Hypothesis tests are also known as tests of significance which tests
some claim for the population by analyzing sample.

TEST WE WILL BE USING

➢ F-test
 We can also use F-test as a statistical test in which the test statistic
has an F-distribution under the null hypothesis. It will be used in our
research because when comparing statistical models that have been
fitted to a data set, in order to identify the model that best fits the
population from which the data were sampled. As our target is just
the office goers who consumes the service of Mumbai Dabbawala
from the population it will be helpful for us.

ASSUMPTION

o Targeting the office goers of filling the questionnaire.

o Hope to cover the large scale of respondents in very less time and
cost.

o To cover the research in-depth.

LIMITATION
1.Data gathered from Mumbai dabbawalas online could be too general.
2. Research result might not be in-depth.
3. Context of the study and experiment is ignored.
4. It does not study things in natural setting or discuss the meaning
things have for different people.
5. A large sample of population is studies in Mumbai dabbawalas for
more accurate result which is expensive and time consuming.
6. Large data set may become unmanageable to restrict the scope.
7.Due to limied time period and constraines working hours for most
of the respondents, the answer at times were vague enough to ignored.

CONCLUSION

At the end of the project, we saw how Business research methodoloy

methods, technique, Research design, Research strategies, literature
review, types of data etc.can be used to garner business intelligence.
The study about the various consumer statisfaction on Mumbai
dabbawala can be statisfied by the questinnaire created and data
collected. The survey will help us to know the mumbai dabbawallas
strength and weakness. Through the reserach project on mumbai
Dabbawala we come to know that the people can enjoy the fresh
homemade lunch everyday with a wonerful service they provide. Its
not just a service but a vocation. Their main aim is customer
statisfaction. The trust of consumer of mumbai dabbawala shows how
these illiterate or semilliterate dabbawalas have mastered the art of
logistics, managemnet, supply chain management, teamwork etc