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FOOD PREFERENCES

AND
EATING OUT HABITS
Prepared By ( MKT-I ):

VINEET KUMAR SINGH – 02


ARUN SARKAR-45
MAYANK MANJUL-47
NITESH KUMAR-60
GROUP - M

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ACKNOWLEDGEMENTS
We have taken efforts in this project. However, it would not have been possible without the kind
support and help of many individuals and our esteemed college. I would like to extend my
sincere thanks to all of them.
We wish to express our sincere gratitude to Prof. Rohit Vishal Kumar for providing us an
opportunity to do our project work on “Food preferences and eating out habits of regular and
occasional eaters in five restaurants of Ranchi”.
Last but not least we wish to avail ourselves of this opportunity, express a sense of gratitude and
love to our friends and our beloved parents for their manual support, strength, help and for so
much more.

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CONTENTS

Topics Page no.


Introduction 4-5
Objectives 6
Research Methodology 6-7
6
Sample unit
Sampling Method 6
Research design 6
7
Data collection tools
7
Sample size
7
Analysis
7
Research Area
7
Limitations
8-19
Data analysis and research findings
20
Data analysis and research findings(Summary)
21-22
Sample questionnaire
23
Bibliography

INTRODUCTION

TOPIC

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To study of food preferences and eating out habits of regular and occasional eaters in five
restaurants of Ranchi.

The main aim of this research study is to analyze the food preferences and eating out habits of
people of different age, sex, education and income groups in the city. This analysis is to be done
keeping in focus, the regular and occasional eaters. The research will determine the factors
which influence the population to prefer a restaurant.

Eating in restaurants has become a common preference to all segments of the population. With
the changing lifestyle and income levels, people are shifting their consumption patterns.
The restaurants of Ranchi serve to the guests all types of Indian cuisine that are popular and
other international cuisine. The Ranchi restaurants are very cozy and the atmosphere in the
restaurants in the city is very much amicable.

Some of the restaurants in Ranchi are:

• Kaveri Restaurant, GEL Church Complex: In this restaurant the Chinese and the North
Indian cuisines are served.

• Punjab Sweet House: This restaurant is located opposite to the GEL Church Complex.
The Punjab Sweet House houses excellent range of chaat items and sweets.

• Krshna Restaurants: This restaurant in Ranchi also serves the guests Chinese dishes and
also delicious North Indian dishes.

Some of the other restaurants of Ranchi are:

• Aangan

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• Bhoj

• Kathi Kabab

• BNR Chanakya

• Hangul Bar and Restaurant

• Min Min's Chinese

• Palaki Restaurant

• Taco Bell

• Green Acres

• Birsa Munda Food Plaza

Ranchi Foods:

The people of Ranchi usually prefer the typical North Indian cuisine. The delicacies of Ranchi
cuisine include mostly vegetarian food items. Non vegetarian cuisine is also highly popular
among the Ranchi people. Curd is used in many of the foods. Rice, wheat and grains of many
types form the staple diet of the people of the city. Bajra and rajma are popular and various
vegetable dishes are prepared using these cereals.

OBJECTIVES:
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• To find the eating preferences of people according to age and occupational income.
• To find out the factors that influences the consumer’s preference of a particular restaurant
or food.
• To determine which segment of population prefers which restaurant.

The basic subject matter of the research is focused to study the food preferences and eating out
habits of different segments of people. The study starts with determining the regular and
occasional eaters of the given restaurants, their overall consumption pattern, and ends up with
the conclusion of the difference in the preferences of the different segments of the population.

RESEARCH METHODOLOGY:

Research design:
The research design used in this project is a descriptive design. Descriptive study as the name
implies is designed to describe something-for example the characteristics of users of a given
product, the degree to which the product use varies with income, education, sex, age. So this
design is appropriate for the project.

Sampling Method:
The sampling procedure used is non-probabilistic and the method employed is convenience
sampling method because the sample population was readily available outside the restaurants
itself.

Sample unit:
The sample units were individuals who have had food in the restaurants.

Sample size:

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A sample size of 75 has been taken into consideration with about 15 samples to be taken from
each restaurant.

Data collection tools:


Primary data was collected by preparing a questionnaire of 2 pages and the people were
requested to answer those questions. This was conducted by the group members when the
customers were having food in the restaurants.

ANALYSIS:
The study was analyzed using descriptive techniques. For this project we have used measures of
central tendency and simple cross tabulation.

RESEARCH AREA:
The research was conducted in 5 restaurants of the Ranchi, namely:
• Kaveri Restaurant
• Krshna Restaurant
• Kathi Kabab
• Seventh heaven
• Punjab sweet house

LIMITATIONS:

• The respondents may not reveal their actual expenditure on food items.
• The respondents may not reveal their drinking habits.
• The sampling procedure is convenience sampling which may not reveal the correct
scenario.
• Non-response.

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DATA ANALYSIS AND RESEARCH FINDINGS
BASIC INFORMATION (INCOME/MONTH):

After tabulation of the data we can infer that most of the respondents earn Rs 10,000-20,000 (29
respondents) which is followed by respondents who earn more than Rs 40,000 (16 respondents).
The rest of the respondents are quite evenly spread in the other income groups.

This spread of respondents over the different income groups tells us that money is not really a
concern for people who have food in a restaurant.

BASIC INFORMATION (AGE):

The tabulations also reveal that most of the respondents fall under the age slab of (16-35) yrs of
age. Through this we can infer that the younger age group prefers to have food in a restaurant
more than the older age groups.

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SEGREGATION OF FREQUENT AND INFREQUENT EATERS:

The sampling method employed was convenience sampling and the number of frequent and
infrequent eaters was found to be 45 and 30 respectively. Here people who visit restaurants more
than 2-3 times a week or at least once a week were classified as frequent eaters, and the rest were
classified as infrequent eaters. The rest of the data is segregated on this frequency.

PREFERENCE OF TIME:

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The chart reveals that a large number of frequent eaters (20 out of 45) have food in a restaurant
in weekdays followed by larger number (22 out of 45), who are not really bothered of which part
of the week they visit a restaurant. Finally a very small number (3 out of 45) of frequent eaters
like to go to a restaurant on weekends.

Contrary to that a large number of infrequent eaters (11 out of 30) like to go to restaurant on
weekends followed by 15 out of 30 infrequent eaters who visit a restaurant anytime during the
week. A small number (4 out of 30) of infrequent eaters visit a restaurant during weekdays which
is contrasting to the going out habits of the frequent eaters.

PREFERENCE OF FOOD:

The chart tells us that there are an equal number of frequent and infrequent eaters who are
strictly vegetarian or non-vegetarian (7 and 9respectively).

Contrary to this equality, the frequent eaters who prefer both vegetarian and non-vegetarian
dishes in restaurant are more than twice the number of the infrequent ones, i.e. 29 and 14
respectively.

PREFERENCE OF DISHES:

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The above chart indicates that the frequent eaters prefer continental and tandoori dishes more
than the other available dishes. Whereas the infrequent eaters have no such contrasting
preferences as they almost equally like most of the dishes available with tandoori dishes being
the least preferred.

PREFERENCE OF BEING ACCOMPANIED BY WHOM:

This chart points out that the respondents interviewed do not usually go to a restaurant alone,
with work colleagues, or even with business clients.

Even though the total number of frequent eaters who go to a restaurant with family members is
more than the number of infrequent ones, but its respective ratio with eaters visiting with friends
tells us that the ratio of family is to friends is more for infrequent eaters.

This points out that most of the infrequent eaters, who visit a restaurant are usually accompanied
by their family members.

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PREFERENCE OF BEING ACCOMPANIED BY HOW MANY:

Here it is again revealed that eaters who visit a restaurant do not usually go alone which is
irrespective of their frequency of eating out.

The chart reveals that both the types of eaters are usually accompanied by 3-4 persons.

This tells us that frequency of eating out is not really related to the number of persons
accompanying a respondent and that visiting a restaurant is not only about having food but also
about a social act.

AVERAGE EXPENDITURE/VISIT ON FOOD ITEMS:

The above chart tells us that the infrequent eaters usually spend less on food items as compared
to frequent eaters.

The average expenditure/visit on food items for frequent eaters was found to be Rs 750 whereas
for infrequent eaters it was Rs 620.

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AVERAGE EXPENDITURE/VISIT ON FOOD ITEMS:

The above chart tells us that the infrequent eaters usually spend less even on drinks and other
items as compared to frequent eaters.

The average expenditure/visit on drinks and other items for frequent eaters was found to be
Rs 137 whereas for infrequent eaters it was Rs 133.

RANKINGS OF THE DIFFERENT ATTRIBUTES:

RANKING ACCORDING TO RANKING ACCORDING TO


FREQUENT EATERS INFREQUENT EATERS
1.Hygiene 1.Hygiene

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2.Taste 2.Taste
3.Variety 3.Food Rates
3.Service 3.Location
5.Location 5.Service
6.Food rates 6.Ambience
7.Ambience 7.Variety

Here it is found, that irrespective of the frequency with which the eaters have food in a
restaurant, hygiene and taste are the top priorities.

The next priority for the frequent eaters is the variety of food available and service in which
variety is the last priority for infrequent eaters.

Ambience of a restaurant does not really bother both the types of eaters.

Finally, the food rates are more important to the infrequent eaters than the frequent eaters which
is also reflected in the previous charts

TOP 3 RESTAURANTS ACCORDING TO FREQUENT AND


INFREQUENT EATERS:
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INFREQUENT EATERS FREQUENT EATERS
1. Kaveri Restaurant 1. Kaveri Restaurant

1. Krshna Restaurant 1. Capitol Hill

1. Capitol Hill 1. Krshna Restaurant

Kaveri is the most popular and preferred restaurant for both the types of eaters. This is followed
by Krshna ad capitol hill for frequent eaters and Capitol Hill and Krshna for infrequent eaters.

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RESEARCH FINDINGS (SUMMARY)

• The study reveals that money is not really a concern for people who have food in a
restaurant.
• The younger age group prefers to have food in a restaurant more than the older age
groups.
• The frequent eaters who prefer both vegetarian and non-vegetarian dishes in restaurant
are more likely to go to a restaurant than the infrequent ones.
• The frequent eaters prefer continental and tandoori dishes more than the other available
dishes, whereas the infrequent eaters have no such contrasting preferences.
• People visiting a restaurant do not usually go alone.
• The above chart tells us that the infrequent eaters usually spend less on food items as
compared to frequent eaters.
• The above chart tells us that the infrequent eaters usually spend less even on drinks and
other items as compared to frequent eaters.
• Irrespective of the frequency with which the eaters have food in a restaurant, hygiene and
taste are the top priorities.
• The food rates are more important to the infrequent eaters than the frequent eaters.
• Ambience of a restaurant does not really bother either type of eaters.
• Kaveri is the most popular and preferred restaurant for both the types of eaters

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SAMPLE QUESTIONNAIRE:

1. Name:

2. Age: Yrs 3.Gender: (M/F)

3. Education:

10th 12th Graduate

Post Graduate Higher studies

4. Occupation:

Student Business Petty traders

Self employed Supervisors/Clerical Junior Executive Level

Middle Senior Level

5. Income/month:

Less than Rs 10,000 Rs (10,000-20,000) Rs (20,000-30,000)

Rs (30,000-40,000) More than Rs 40,000

6. How many times do you visit a restaurant?

More than 2-3 times a week At least once a week 2-3 times a month

Monthly Less than once a month

7. Which part of the week do you usually visit a restaurant?

Weekdays Weekends Anytime during the week

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8. Which kind of food do you prefer to eat?

Veg Food Non-Veg Food Both

9. Restaurants serve various kinds of food. Which all of these do you prefer to eat?

Continental Chinese Bengali

Tandoori South Indian

10. You usually visit a restaurant...

Alone With family With Friends

Work Colleagues Business Clients

11. On a typical visit to a restaurant you are usually accompanied with...

No one 1 Person 2 Persons

3 Persons 4 Persons 5 Persons

5 or more persons

12. In selecting a restaurant which of the following attributes do you look for? Please rank
them in order

Hygiene

Food Rates

Location

Taste/Quality of food

Service

Ambience

Variety of food available

13. Average expenditure on food items:

14. Average expenditure on drink and other items:

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15. Please name the top three restaurants of your choice in the city:

1.
2.
3.

BIBLIOGRAPHY:

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