A PROJECT REPORT ON

"CONSUMER SATISFACTION ON BOTA MO:MO"

SUBMITTED BY:

Pragyan Koirala

Symbol No. : 17030443

PU Registration: 2016-2-03-0961

Platinum Management College

SUBMITTED TO:

Pokhara University

Kathmandu, Nepal
Faculty of Management

In Partial Fulfillment of the Registration of

Bachelor of Business Administration (BBA)

November, 2019
Table of Contents
Type chapter title (level 1) 1
Type chapter title (level 2) 2
Type chapter title (level 3) 3
Type chapter title (level 1) 4
Type chapter title (level 2) 5
Type chapter title (level 3) 6
 CHAPTER I
INTRODUCTION
1.1 Background

Mo:mo is a type of South Asian dumpling native to Tibet, Nepal, and Sikkim, Assam and

Darjeeling of India. It is similar to Chinese baozi and iiaozi, Mongolian buzz, Japanese gyoza

and Korean mandu. (source google)

This dish believed to be Tibetan origin and since then has spread to other neighbouring

countries. With the influf of Tibetan disapora. Since this dish was initially popular among the

Newar community of Kathmandu valley of Nepal, one prevalent belief is that travelling Newar

merchants brought the recipe and mo:mo from Tibet where the merchants used to go to trade.

They modified the seasonings of the dish with available ingredient such as water buffalo.

Bota was established on may 21st 2015 by foreign concept to serve and bring the best quality

food and restaurant chain to cater the Nepalese market. Bota is Nepal's one of the most

emerging food conglomerate.

Bota food and restaurand specializes in production sector service food and restaurant chain and

more. The company is set to open multiple outlets all over the country. Bota, being in operation

in various locations as received many accolades in such a short period of time. The core

objective of the company is to deliver "the best service", "the best quality", "the best food" and

"the best hygiene" at the best price. Bota mo:mo was established in 5 places inside Kathmandu

valley (Anamnagar, Kumaripati, Kamalpokhari, Jhochhen, Kalimati). The head office of Bota

mo:mo is in np kitchen pvt. L.t.d. Chundevi marg, Ganeshbasti ward-4,ktm Nepal.

Bota mo:mo takes a meticulous approach to ensuring that their customers receive the best

customer service and top-quality food. Besides prioritising delicious food and fast service at

affordable prices, customer satisfaction is another critical principle of Bota mo:mo. Satisfying

the customers is taught to the employees from the time they are recruited. Behaving politely and

patiently, being helpful, and ensuring there is nothing uncomfortable is hard-wired into Bota

employees.

Great food and happy customers are not the only priorities of Bota mo:mo. They want to lead

by example in areas that are usually ignored in Nepal- corporate social responsibility and

employee satisfaction.

Bota mo:mo contributes towards the well-being of the society with their environment-friendly

approach in serving momos. Having been influenced by the Newari Culture, Amatya decided to

serve food at Bota in traditional Newari bowls made out of leaves called bota. He believed the

traditional “silverware” that the Newars use for their snacks would be perfect for his restaurant.

However, the purpose of using botas does not end there. Botas are biodegradable bowls which

not only make for an easier disposal, but also save water used for cleaning dishes. Moreover, it

also has the added benefit of promoting local businesses that make botas.

For the coming years, Bota mo:mo has plans for further expansion and diversification. Even

though their food menu already consists of a variety of momo’s, sauces, and traditional Newari

dishes, they intend to keep experimenting in order to develop newer recipes. While a plan for a

restaurant in Jhochhen is already underway, they also hope to open outlets outside of

Kathmandu, in places such as Bhaktapur, Dharan, Pokhara, and Biratnagar. In the long run,

they plan on opening restaurant outlets even outside of Nepal.

1.2 Statement of Problem

Among the various restaurants of mo:mo in Kathmandu valley, Bota mo:mo are most famous.

Local and foreign people are often seen to visit the restaurant in this area. Hence, the study of

this project deals with the customer attraction towards the Bota mo:mo and to conduct the study

whether people are happy or not from the service provided by the Bota mo:mo. Mainly, the

following are the reasons to conduct this study.

* How are the quality service provided by the Bota mo:mo?

* What are the factors influencing customers' satisfaction?

* Why customer prefer Bota mo:mo as a mean of quality momo?

1.3 Objective of the study

The objective of the study is to find out the customer attraction towards the bota mo:mo.

The specific objectives of the study are as follows:

* To analyze the employee behaviour.

* To study the cleanliness and decoration of Bota mo:mo.

* To study the factors affecting customer's satisfaction towards Bota mo:mo.

1.4 Limitation of the study

This research covers only the satisfaction level of customer towards Bota mo:mo. There

aew certain limitation due to the following aspects. They are:

 The data is influenced by customer's own perception, therefore the data are not free

from biasness.

 The research was condutted in several branches of Bota mo:mo.

 CHAPTER II

LITERATURE REVIEW

2.1 Customer satisfaction

Customer satisfaction is a function of performance and expectations. Customer satisfaction is

important because it provides market and business owners with a metric that they can use to

manage and improve their business. Price In the selection of a product, price plays an important

role. Price is a value or reward provided in exchange for need to the organization. Price and

perceived consumer wants should be compatible. It is not easy to decide pricing for a product or

service because the core values of the available goods are used to evaluate price which is

crucial for consumer satisfaction because the price is the most prominent factor to help

customer estimate the good or service value. Price also determines, for a customer, to decide on

a purchase or not (Khan 2011). From consumer’s viewpoint, price functions as an indicator to

determine consumer experience with goods or service (Mattila & O'Neill, 2003, 324).

Customers, therefore, are more inclined to base their purchase decision on price factor than on

anything else (Khan 2011). According to Skindaras (2009, 3), we come across a lot of assorted

products bearing different price ranges. In Marketing Mix, the price is one of the four P’s which

play an important part in implementing marketing strategy (Kottler & Armstrong 2012).

Pricing, according to Han (2009, 501), is one of the most suiting elements which go through

quick improvement. Furthermore, the costs linked to restaurant service, according to (Andaleeb

& Conway, 2006, 5), is different from restaurant style. Potential buyers take it as an expense in

case of inside reference point price regarding which they contrast exact price ranges. Apart

from variables mentioned earlier, preference linked to service and program excellence is also
closely related to consumer satisfaction within the fast-food industry. Furthermore, as suggested

by Andaleeb and Conway (2006, 7), the style of the restaurant also impacts the cost or price

associated with the restaurant. Service excellency and merchandise quality helps customers

enough to know price associated with the restaurant.

2.2. Service quality

The degree to which clients can be accommodated by providers includes responsiveness and

timely service. The desire to offer quick service and to assist clients is what is called

responsiveness and good quality service (Armstrong 2012, 76). Customers highly appreciate

when a service is met promptly which is well understood by good service providers (Iqbal et

al., 2010, 135). In the fast-food restaurants, consumer satisfaction may be obtained when

workers are ready to help their clients when needed. Customers tend to 8 refer other customers

if they are satisfied which is the result of responsiveness being related to consumer satisfaction.

The degree to which individualized consideration and care are offered symbolizes empathy.

Care and individualized consideration, according to Armstrong (2012), is called empathy. The

following services click in the mind when we consider the factor of empathy in fast-food

restaurants:  convenient operating hours  completely packaged food  availability of utensils

 Convenient restaurants location etc. Service provider companies, according to Toosi and

Kohonali (2011, 175), should make efforts to evaluate the situation from consumer’s

perspective to obtain a clear understanding of what’s going on. Assurance shows the politeness,

proficiency, and ability to inspire certainty and trust of service providers. In restaurants,

assurance implies very friendly, knowledgeable, and well-mannered employees and also feel

protected while making financial transactions with consumers. Materials, physical facilities,

well-dressed workers, and modern-looking equipment are apparently eye-catching, involved in

fast-food restaurants’ tangibility. To achieve improvement in service performance,

Narangajavana and Hu (2008, 38) suggest that there is a need to emphasize on intangible and

tangible assets. In reliability, we know the degree to which guaranteed service functions

precisely and reliably. Reliability has been defined by Armstrong (2012) as the ability to

perform the promised service exactly and dependably which implies the capacity of the service

provider to perform services in an accurate and dependable manner (Safwan et al 2010, 107).

Therefore, providing service as promised in the restaurants characterizes the element of

reliability, including fair charges for food and on-schedule food delivery. Especially in the fast-

food industry, it exceptionally crucial to have services which are reliable.

2.3. Food quality

Three key aspects of service have been used in the study conducted to test restaurant service

performance: employee service, physical environment (ambiance) and food quality (Dutta,

Parsa, Parsa, & Bujisic, 2014, 151; Ryu, Lee, Kim, & Woo 2012, 221). Using the SERVQUAL

instrument, it was possible to measure the employee service and physical environment as it

consisted of relevant aspects considering these constructs. The scope of food quality, according

to Ryu et al. (2012, 222), has been highlighted as a measure of consumer satisfaction within

restaurant market as a consequence of which Ryu et al. (2012, 219) adopted five dimensions of

food quality, namely: the smell of the food is enticing, there is a variety of menu items, the food

is nutritious, the food is delicious, and the food is fresh. Qin and Prybutok (2009, 74) identified

the relationships between behavioral intentions, customer satisfaction, perceived value, food

quality and service quality in fast-food restaurants and demonstrated that there is a direct and

positive impact of food quality on consumer satisfaction. The most critical part of the entire
restaurant environment is food (Sulek and Hensley 2004, 237). Presentation, as per Namkung

and Jang (2007, 389), is a technique to plate food, decorate attractively to achieve appealing

attention of the consumer to satisfy client’s perception of quality. Positive relation, as has been

suggested by Ha and Jang (2010, 522), perseveres between customer satisfaction and food

quality. Lim (2010) incorporates this finding; customer perceptions and customer satisfaction

on food performance are correlated according to marketing literature. Moreover, freshness,

according to Shaharudin et al. (2011, 199), has become one important element of customer

purchasing intentions. It is because the trend is set these days that consumers look for fresh

foods or foods served in a fresh manner which they find hygienic. Therefore, to ensure

freshness, food should be served in a timely method. If consumers get satisfaction and achieve

good experience, they will continuously spread the positive and good word of mouth to other

potential users to stimulate their intent to retry the fastfood service providers. The definition of

good quality may be different to different consumers. Thus, it is not possible to satisfy customer

perception of quality because their views are inconsistent and varied from various perspectives

(Shaharudin et al., 2011, 201). The main factors of the food service quality have been studied

by Ko and Su (2015) who identified two classes of dimensions as associated with customers

and products. The goods category contributes of safety, hygiene, culinary arts and product

character. The consumer category contained service quality, marketing and promotion and

environment. 13 The influence of food quality on consumer buying behavior has been

investigated by Ryu, Lee & Kim (2012, 202), They have found out that customer perceived

values are indicated by food quality and that these perceived values depend on food

performance. The two variables stand in direct relation to each other.

2.4. Ambiance Spatial

Layout of a restaurant is an important factor to consider by the restaurant industry. The manner

in which the furniture of the restaurant is arranged, their distance and their sizes all comes

under the category of spatial layout. Over the years, the eating pattern of people have changed

considerably as eating out is preferred over staying back at home. With the passage of time due

to the changed pattern customers have started relying more on quality of restaurants (Raajpoot,

2002, 107). According to a study conducted by Ryu et al (2010, 312) consumers save a large

chunk of their time and get a better environment when they eat out nowadays as compared to

the last decade. The eating out trend have influenced restaurateur to put great emphasis in their

interior and create a more soothing environment for customers. The concept behind opening a

restaurant is to provide quality food and a variety to its customers. However, with the drastic

change in the eating out trend customers look for more than the quality of food in a restaurant.

They expect restaurants to provide them with the ambiance of comfort, quality and high

standard (Horng, Chou, Liu, & Tsai 2013, 17). If the atmosphere of the restaurant does not

comfort the customers and they do not return for another dining experience, the staff has not

created a service that satisfies the emotional, psychological and cognitive needs of the

customers (Lin 2010). The increasing demand of restaurants have led restaurant owners to

believe that the environment and ambiance of their restaurant have to be compelling enough in

order to retain customers for more visits (Xu 2007, 42). The environmental factor of a

restaurant is divided three ways; the ambient cues, social cues and design cues (Baker, 1987,

82). The ambient cues involve the entire ambiance that the restaurant possess, the design cues

consists of the décor and interior design of a restaurant and the social cues includes the people

that are present in the restaurant, adding more to the restaurant’s quality and status. For the
research, the focus was primarily on the factors which makes up the ambient cue which are

cleanliness of the restaurant and the scent that lingers in the background and give a positive

vibe to the customers (Bohl, 2012).

 CHATPER III

RESEARCH METHODOLOGY

 CONCEPT OF RESEARCH:

Research is the process of searching of the facts and the data is systematic way and in a

scientific manner. It includes gathering, recording, analyzing and interpreting the data. The

systematic investigation and study of materials sources in order to establish facts and reach new

conclusions.

 RESEARCH DESIGN

The research design refers to the overall strategy that we choose to integrate the different

components of the study in a coherent and logical way, thereby ensuring we will effectively

address the research problem; is constitutes the blueprint of the collection, measurement and

analyze of the data. Research question is one of the first methodology steps the investigator has

to take when undertaking research. The research question must be accurately clearly defined.

Choosing a research question is the central element of both quantitative and qualitative research

and in some cases it may precede construction of the conceptual framework of the study.

This research follows qualitative research design. Therefore, qualitative study seeks to learn

why or how, so the writer's research must be directed at determining the "what, why and how"

of the research topic. Therefore, when crafting a research question for qualitative study, the

writer will nwwd to ask a "why or how" question.

  SOURCES OF DATA COLLECION

The data for entire project work was based on primary and secondary data for already existing

data information was received from secondary sources and primary data are extracted for the

first time.

 Primary data: Those data which are collected for the first time are called primary data.

They are collected from field visit, direct and non-direct interview and survey on

customer of Bota mo:mo.

 Secondary data: Those data which are based on primary data are called secondary data.

It ma be extracted from different websites, newspaper articles, journals, and official

records and many more.

 Methodes of Data collection

These are various methods of collecting primary and secondary data. The methods that

are applied for this study are questionnaire, observation and review.

 QUESTIONNAIRE

At first, a formal list of question to be asked during the interviews was prepared to

gather response from the respondent on a given topic. Then they were prioritizing

according to the importance of the question. Similarly, questionnaire in a leaflet was

prepared for the purpose of survey to obtain data.

 OBSERVATION

In this course of preparation of study report, researcher visited at Bota mo:mo to collect

the information through the observation. Researchers communicated with several

customers of Bota mo:mo and observed the perception.

 REVIEW

This method primarily implies the collection of secondary data, which have been

collected from the published material and website of the restaurant.

 DATA ANALYSIS TOOLS AND TECHNIQUE

The data were collected from primary as well as secondary sources. They are further

examined in relation to objectives. Data processing techniques are done from computer.

The data will be analyzed through excel Microsoft word etc. Under this study MS-Excel

has been used for creating tables, pie charts, data processing. Statistical tools are used to

analyze the collected data. This study analyzes the consumer satisfactions which result

on people's satisfactions. The data obtained from the questionnaire are analyzed through

SPSS software, Microsoft word, etc.