Market Research of Punjabian’s Cuisine

Abstract
The purpose of this research is to come to know the perceived value of restaurant and the
importance of food quality, service provided and the dining environment effect on behavior of
customers.
Data collected through 50 existing students of Punjab University through a self administrated
questionnaire and fetch the results from that data to get to know what customer actually want
from us.
The finding suggest us that there is a demand of dining restaurant that provide students high
quality food, luxurious and safe environment, good services and care for their mental and
physical health in a true sense. Its also noticed that customer want average price of food for
themselves and they want something new or change in their meals. Customer satisfaction is
related to the quality food in a less price or organized environment according to their need.
Introduction
Our objective to conduct marketing research to ask from student of Punjab University whether
they need a restaurant that provide them hygienic food and reliable place to enjoy university
leisure time with their friends or they are comfortable with their department’s café. We are
seeking their opinion because ultimately buyer has to decide whether he/she needs the product or
not. If our product and idea is useless then our all efforts are vain and we will never be
successful. We will check the demand of our customer through this research so that we may get
know about what they want and try to provide them the same. Through this research we will able
to get knowledge about their thoughts and we will make strategies according to them.
Our focus group is students so we are taking data from 50 students that are existing students of
Punjab university and knows the circumstances and quality of food that they already have from
their departments café. We are conducting research from students of different department mainly
IBIT, IAS, IBA because the purchasing power of students in these department is high because
they are business students they also need to interact with people to enhance their communication
skills and sometimes they get task to interact with people for that purpose they need a platform
where they can meet the people of same age, caliber and communication power to deal with
them. Secondly through our restaurant we are not only provide them quality food and safe
environment but luxurious place where they may enjoy music and games corner. For this
purpose we reach towards our customer whether they need this sort of facility in their university
like other universities has or not.
Research questions
Q1. What is the perceived value of dining restaurant for students at Punjab University Quaid-e-
Azam campus and importance of its performance for food and environment for students?
Q2. What are the key attributes of dining restaurant at Punjab university and effect overall our
business ?
Literature Review

Hypothesis
Perceived quality of food, service , environment that effect human behaviors and customer
satisfaction meditates the relationship between food related items and human behaviors.
Questionnaire
Gender

 Male
 Female
 Other

Range of your monthly pocket money

 Less than 5000

 10000
 15000
 Or more than 15000

Name of your department

 IBA
 IBIT
 IAS

What is your first reaction to know restaurant at Punjab University?

 Very positive
 Somewhat positive
 Neutral
 Somewhat negative
 Very negative

How would you desire the Quality of Food?

 Very high quality

 High Quality
 Neither High nor Low
 Low quality
 Very low quality

How innovative is the Idea for you?

 Extremely Innovative
 Very innovative
 Somewhat innovative
 Not so innovative
 Not at all innovative

When you think about the restaurant, do you think of it as something you need or don’t need ?

 Definitely need
 Probably need
 Neutral
  Probably don’t need
 Definitely don’t need

How would you rate the value of money for hygienic food and safe environment?

 High Price
 Above average
 Average
 Below average
 Less Price

If Restaurant open today, how willingly you like to have food there?

 Extremely likely
 Very likely
 Somewhat likely
 Not so likely
 Not at all likely

How likely are you to replace your Cafe visits with Punjabian's Cuisine?

 Extremely likely
 Very likely
 Somewhat likely
 Not so likely
 Not at all likely

What style of restaurant would you prefer?

 Homey
 Traditional
 Modren
 Mix traditional and modern

When you going to restaurant which criteria is most important for you?

 Food quality
 Service
 Ambiance
 Status Satisfaction
Analysis of Data

Gender

Pocket money

Department
Results
PESTEL Analysis of Punjabian’s cuisine
Political factor:

Govt polices and legal issues will certainly influence business for Punjabian’s cuisine. Internal
politics also affect us for that purpose we will take rational decisions to handle them. We will
show complete information to all the directors and they make see correct statistics. Dealing with
external factors government imposed High taxes on food products. In Pakistan import tariffs are
also higher than other countries, the ingredients that are imported from other countries used in
manufacturing of some food. It will also affect our expected profit.

Economic factor:

The economic factors affect the overall economy, which has a direct impact on business in both
long-term or short-term. If the inflation rate is high it will made increase in our menu prices up
the reason behind the high prices of ingredients. It will also influence the purchasing power of
buyer they will avoid to buy food and It will result in reduction of our sale. We will make plan
to deals with these factors.

Social factor:
Now a days people are more health consciousness than ever. Students are going outside the
university for having hygienic meal sometime and celebrate their events there sometimes. Most
the students prefer healthy or organic food but unfortunately they were not able to get it inside
Punjab university. While some students also prefer fast food or junk food we have large range
menu so that we can meet desire of customer and increase customer base. We are mainly
targeting students of Punjab University Quaid e Azam campus but outsider may also come as
they are our potential customer.
Technological factors:
Technology give us competitive edge. We have highly competitive team of technology oriented
people. We will design a control on our operational system by designing a software and save rich
data for future use. We will showcase our menu on big screen like other big restaurant. We will
show our menu on Punjabian’s cuisine Facebook and Instagram pages to reach maximum
customer. In future will introduced an application for ordering food online. We will create high
impact through our social media pages and create high frequency of customer.
Environmental factors:
As we know both internal and external environmental factors are effecting business. We will
make our inside ambiance peaceful and fresh by having plants and cleanliness on regular basis.
We will also ensure medical fitness of our employees to keep safe student from any virus
disease. We will implement proper food management policy. We will try to donate leftover to
needy people and use biodegradable product for day to day use. It will help us increase our
customer.
Legal factors:
Legal and govt bodies always affect businesses. Government ensure whether the business is
registered or not. They may inspect our sale and ensure whether we are paying taxes or not.
Punjab Food Authority can also inspect restaurant. These regulatory authorities frequently visit
the different areas of the restaurant like kitchen and store to check the different food items
quality and expiry, staff and other hygiene conditions. We will maintain all these things so we
can avoid any trouble.

Michael Porter Competitive Forces Model

Threat of
New
Entrants

Rivalary
Bargaining Bargaining
among
Power of Power of
existing
Suppliers Buyers
competitors

Threat of
Substitute
Threat of New Entrants
Its not a easy task to deal with new entrants in restaurant industry. New entrants always come
with unique recipe and innovations and put stress on existing restaurant. This will also happen
with Punjabian’s cuisine. Many new entrants will come in future with lower pricing strategy,
reducing cost and provide value to customers. Restaurant brand Punjabian’s cuisine have to
manage these challenges to protect its competitive edge. We will manage all these issues by
innovation of new product and services in timely manner that will help us not only to retain our
customer but also give reason to buyer to buy from us. We will spend some resources on
research so we can prepare and compete any new entrant.
Rivalry Among Existing Competitor
If the rivalry is intense among the existing competitors it will force to cut down prices and
decreases the profitability of restaurants. Punjabian’s cuisine will operate in competitive
restaurant industry. We will overcome this by building a sustainable differentiation like helping
needy people and use of biodegradable products. We may be will collaborate any near restaurant
like OPTIONS, Department Café, Millenials and Main Café of Punjab University Quaid-e-Azam
campus to increase market size and to reduce rivalry.
Bargaining Power of Supplier
We will also need to buy ingredients of food from number of suppliers. If the supplier in
dominant position it will affect the profit margin of Punjabian’s cuisine. Powerful supplier
always use negotiating power to extract higher prices from us. If we want to take customized
order in future then we will have to ensure that our supplier is capable enough to provide
ingredients with that capacity to overcome future hassle. We can overcome these force by buying
ingredients form many supplier or building efficient supply chain with multiple suppliers.
Bargaining Power of Buyers
Buyers are always demanding change in taste and also less or average price. Our students of
Punjab University is from mediocre family and there bargaining power is not much to take food
on high price. It will affect the profitability of Punjabian’s cuisine in long run, will have to offer
number of discounts to keep retaining our customers. We will overcome this by creating demand
among customers and rapidly innovating products to fight with competitors.
Threats of Substitute
We may face threat of substitute like existing department café. They are selling the same product
with very low price. Although their quality is not good but if we lack to provide them good
service, high quality food, safe and comfortable environment we will lose our sale definitely.
Value chain
Primary value chain activities:
Inbound logistic:
It focus on relationship between suppliers and punjabian’s cuisine.It cover all the activities such
as receiving raw material from suppliers for production of food and other perishable items like
meat, vegetables, cold drink ,dairy products etc, store in special room which has refrigerator,
these items have small expiry date and have all control on this room.

Operations:
It includes all the activities which are needed to transform input which are raw material we
obtain in above phase into the output for the production of food.In order to convert raw material
into food or finish good punjabian’s cuisine will use machines which some of them are in our
kitchen and other tools for transforming raw material into food.

Outbound:
In this we will perform activities like storage of finish goods and distribute them to end users
which are our customers. It involve packaging of finish products and communication with
punjabian’s cuisine management, selling of these products in punjabian’s cuisine arena.
Marketing and sales:
We will make strategies to target large number of customers. We will use large number of
marketing platform to inform buyers and consumers about our products and services.They will
not get information only about products as well as product price, competitive advantage and
discounte he will get.

Services:
We will do customer survey about already sold product and get feedback about the
product.Customer is our king .Our biggest aim to provide quality products and services ,this will
help us to get number of loyal customer.This will reduce our marketing cost in future.
Support activites:
Procurement:
We will purchase raw material by keeping eye on our budget.We wil try to get maximum
quality in reasonable price.