MGT 902

MAJOR
ASSIGNMENT Consumer
2021 Behavior

2015127785 – Afraaz Mohammed

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Table of Contents

1.0 Introduction ............................................................................................................................. 3

2.0 Acknowledgement .................................................................................................................. 4
3.0 Methodology ........................................................................................................................... 5
3.10 Primary Research................................................................................................................. 5
3.20 Quantitative Research ......................................................................................................... 5
3.30 Qualitative Research ........................................................................................................... 5
3.40 Secondary Sources .............................................................................................................. 5
3.50 Data Analysis ....................................................................................................................... 6
3.60 Ethical Consideration .......................................................................................................... 6
3.70 Limitation ............................................................................................................................ 6
4.0 Company Background ............................................................................................................. 7
5.0 Results & Discussions .............................................................................................................. 8
5.10 Biographical & Demographical Data .................................................................................. 8
5.20 Consumer Behavior Patterns .............................................................................................. 9
5.21 Customer Choice & Location .............................................................................................. 9
5.22 Visitation Occurrence ........................................................................................................ 10
5.23 Time Specification ............................................................................................................ 11
5.24 Service Delivery & Orientation .......................................................................................... 11
5.25 Turn Around Time (TAT) ................................................................................................... 12
5.26 Overall Customer Service Delivery .................................................................................... 13
5.27 Server Attention ............................................................................................................... 13
5.28 Server Promotion on Menus ............................................................................................. 14
5.29 Server Courteousness & Professional with the Product ................................................. 14
5.30 Hygiene of the Cafe ........................................................................................................... 15
5.31 Pleasantness of the Product & Service ............................................................................. 16
5.32 Location Satisfaction ........................................................................................................ 16
5.33 Planning to Return Again................................................................................................... 17

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Table of Contents

5.34 Promotion – Service and Product ..................................................................................... 18

5.35 Overall Satisfaction of the Product & Service ................................................................... 18
5.36 Customer Recommendation on the Product & Service .................................................. 19
5.37 Server Experience and Knowledgeable ............................................................................ 20
5.38 Staff Competency & Accuracy Level.................................................................................. 20
5.39 Appealing Appearance ..................................................................................................... 21
5.40 Customers Perception ....................................................................................................... 21
5.41 Server Re - Serviced ........................................................................................................... 22
5.42 Freshness of the Meal ...................................................................................................... 23
5.43 Appealing Taste ................................................................................................................. 23
5.44 Condiments, Napkins & Utensils ....................................................................................... 24
6.0 Recommendations ................................................................................................................ 25
6.10 Decentralizing of Service ................................................................................................... 25
6.20 Briefing of the Menus ....................................................................................................... 25
6.30 Provide more Promotion & Special Price ......................................................................... 25
6.40 Improvement of Customer Service .................................................................................. 25
6.50 Proper Hygiene of the Cafe .............................................................................................. 26
6.60 Introduction of more appealing food and menus ............................................................ 26
6.70 Upgrading of Facilities ...................................................................................................... 27
6.80 Employ temporary staff during busy period .................................................................... 27
6.90 More promotion and advertisement of the cafe ............................................................. 27
7.0 Conclusion .............................................................................................................................. 28
8.0 Reference ............................................................................................................................... 29
8.0 Appendix ................................................................................................................................ 30

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1.0 Introduction

In the entire development of marketing strategy there is a need to know about the role of
fulfilling consumer needs and wants. This research paper is particularly examining Moments
Café consumer behavior patterns to which we have conducted consumer’s satisfaction surveys
with a sample size of 30 consumers. As such, critical assessment was done based on the
customer’s feedback to align the company’s approaches and strategies in meeting consumer
needs and wants with relevant suggestions to improve service delivery.

Consumer Behavior is a universal phenomenon that directly relates to the patterns that
consumers follow before making a purchase. Simply, it eventuates when consumers become
aware of a need or desire for a product or service resulted in the entire sales transaction.
Consumer behavior is frequently influenced by many factors whereby the need arises to
undertake in depth behavioral studies to figure out the trends.

There are certain factors that influence consumer behavior that comprises of personal factors,
psychological factors and social factors. Individual interests and opinions that can be influences
by culture, age and gender comes under personal factors. For instance, when becoming older,
consumer tend to purchase eye glasses to assist in readings. Psychological factors simply relate
to individual responses to a marketing message depending on respective perceptions and
attitudes. On the other hand, social factors mainly include families, friends and even social
media which directly influence consumer’s behavior.

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2.0 Acknowledgement

I cannot express enough thanks to my committee for their continued support and encouragement:
Mr Tarlochan Singh. I offer my sincere appreciation for the learning opportunities provided by my
tutor.

My caring, loving, and supportive wife, Saleshni and Kids: my deepest gratitude.

There are also numerous individuals that must be acknowledged for their unrelenting support and
inspiration which has made possible the completion of this research report.

 Management & Staff of Moments Café

 Few customers of Moments Café for answering the questionnaires.

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3.0 Methodology

3.10 Primary Research

There is a mixture of research design adopted for this research paper with a combination of
quantitative method (which is entirely designed to collect numbers) and qualitative method
(particularly designed to collect words). Thus, it is important to combine the two methods for a
purpose to bring about quality data and information. The specific breakdown of the two research
approaches used for this research are outline below.

4.20 Quantitative Research

Specifically, this particular method is aiming for gathering and investigating information from
consumers who have previously been to Moments Cafe including the utilization of
computational, measurable and mathematical tools to produce relevant results.

 Structured Questionnaires were designed with specified sample size to examine

individual’s views and perceptions of the service provided by Moments Café.

4.30 Qualitative Research

Actually, it is mainly concerned with collecting and analyzing information in as many forms,
chiefly non numeric, as possible and such approach undertaken are outlined below;

 In-depth Interview – this was carried out with some staff at Moments Café

4.40 Secondary Sources

Some of the information used in this report are properly cited and referenced herewith.

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4.50 Data Analysis

All data collected from structured questionnaire were tabulated and analyzed using graphs and
illustrations to depict results from which conclusion will be drawn. Hence, all relevant data
collected from the in-depth interview are also added in to ensure research objectives are
achieved.

4.60 Ethical Consideration

Upon conducting this research, there is a commitment that all due care must be observed and
respected at all level. The information gathered and analyzed are kept confidential for the sake
of Moments Café reputation.

4.70 Limitations

There are few constraints encountered while carrying out this research. The participant
responsiveness in answering the questionnaires is one of the big hurdles with some of the delays
encountered. Lack of background information whereby staff and management having
insufficient sources and also due to in-house disclosure policy. The current pandemic crisis
leading to restraint hours are specific barriers to carry out research activities.

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4.0 Company Background

Moments Café is a multi-cultural café with different kinds of people from different places. The
café and Bar are owned by Sun and Catherine and managed by Fidelis. The business has been in
operation for over four years with different locations.

Moment’s café in Fiji is known for its dynamic success and quality in the service of food and
beverages. It is known for its great coffee and cocktails and a place of entertainment for catching
up with friends. It is a brilliant mini-pub which offers drinks, food, beverages and dining areas;
some for intimate conversation and some for socializing. Moment’s café is truly a tremendous
place for eatery and beverages. Moment’s Cafe services the best and stylish of European and
international delights which includes varieties of food. It has a hotspot environment which
builds connection and network with other people and also a special place for special occasions.
Just located in the heart of Suva City.

Furthermore, the café offers the best quality of breakfast sandwiches, chicken Caesar, Turkey
Delight and vegetarian food. For dessert, it offers all types of beverages. The catering services
can carter birthdays, cocktail, banquets and special celebration up to 20 to 30 people. The
parking space is very suitable and street spacing is very comfortable for local expatriates,
businessman, professionals and tourists. Moment’s café usually regularly open 7am to 7pm from
Monday to Saturday and Sunday 8am to 5pm.

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5.0 Results and Discussions

5.10 Biographical and Demographical Data

According to the market research (consumer satisfaction survey) undertaken at Moments Café,
about 53 percent of customers dining or using their services are females. The remaining
percentage are made up of male customers as illustrated in figure 5.10. There is a slight
difference between the number of male and the female customers turning out at Moments Café
since some came up with family members, partners and with working groups. In real life
situation, it has proven very natural for males and females in having different opinions and
perceptions leading to like and dislike.

In terms of race and ethnicity, 37 percent of customers are Indo Fijians, Itaukei constitutes of 34
percent while other races made up the remaining 29 percent. This have indicated that majority of
customers of Indian descent loves the Moment’s Café menu. The menus provided are somehow
not similar to Itaukeis and other races preferential. In addition to that, there are some sort of
culture shock for Itaukei and others in particular pacific islanders to dine in pubs.

Figure 5.10

Gender - Moments
Cafe's Customers

Female Male
53% 47%

Male Female

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5.20 Consumer Behavior Patterns

The following data or results represented consumer behavior pattern or perception while visiting
Moments Café. The key targeted area that the survey is based on include the examining of;
 Customer’s choice
 Visitation Occurrence
 Time Specification
 Service Delivery and Orientation
 Turn Around Time (TAT)
 Overall Customer Service
 Promotions Displayed/Information

5.21 Customer’s Choice & Location

CUSTOMER'S CHOICE Familiarity

Others Efficiency
10%
23% 3%
Location
Pricing 13%
3%

Courteous
Customer Service Food & Beverages
16% 32%

As illustrated above, customer’s choice of selecting Moments Café is mainly influence by its
characteristics of being efficiency, familiarity, its entire location, the food and beverages
provided, courteous customer service, pricing and other attributes. The survey results show that
32 percent of customers have chosen Moments Café because of the food and beverages they
provided. As usual, customers are only attracted of the quality of the product or a service.

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Apart from food and beverages preferential, the other attractive attributes derived from Moments
Café courteous customer service, efficiency and the service affordability.

In terms of the locality of the business, about 13 percent of the customers surveyed really enjoy
the location of the café as it is close to all amenities as well as pharmacies and banks. There are
only a few customers who are aware of the prices offered by Moments Cafe since most of them
are attracted by other ways.

5.22 Visitation Occurrence

Visitation Occurance

2.5

1.5

0.5

0
First Time 3-5 Times per 1-2 Times per Once every 2 Other
month month months

The graphical representation above shows how frequently customers visit Moments Café.
Hence, as per results 30 percent of the customers visited Moments Café for the first time. This
figure signals out a comprehensive advertising approach engaged by Moments Café reaching out
to the public at large resulted in absorbing new customers. Even some customers visited
Moments Café one to two times per month as well as those who visited three to five times per
month. Others visited the premise once in every two months mainly because of friend’s
invitation and some could be due to personal budget constraints.

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5.23 Time Specification

Time Specification
Evening
14% Morning Breakfast
Time
29%

Daytime
57%

According to the time specification customers wish to visit Moment’s Café, about 57 percent of
customers preferred to hop in during daytime. This simply pointed out that most of the
customers visited Moments Cafe during the usual work break hours (10.00am morning tea,
1.00pm lunch hour and 3.00pm afternoon tea). Others preferred to visit the Café in the morning
during the breakfast time and also late in the evening

5.24 Service Delivery & Orientation

Service Delivery & Orientation

30
25
20
15
10
5
0
Yes No Not Applicable

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In terms service delivery, there is quite an exceptional feedback from customers who are agreed
that the service provided was good and thus meet their expectation. This has signal out to the
management on the key areas they can expand to which can bring a higher return on investment.

5.25 Turnaround Time (TAT)

Turn Around Time (TAT)

Didn't need a
11-20 minutes menu
17% 3% Immediate
30%
6-10 minutes
20%
1-5 minutes
30%

In terms of the turnaround time (TAT) when meals are being ordered, about 30 percent of the
customers received their orders within 1 -5 minutes and within immediate timeframe. This have
shown that employees of Moments Cafe are proactively reaching out to customers need and thus
meeting expectation. It nearly reaches out to 20 percent to those who waited at around 6 to
minutes mainly because of the time used for food preparation. It also been recorded that only 3
percent of the customers did not need a menu at all. This percentage significantly shows those
who joined in with friends or most probably could be a family member.

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5.26 Overall Customer Service Delivery

Overall Customer Service Delivery

18
16
14
12
10
8
6
4
2
0
Excellent Good Satisfactory Poor

According to the survey, the overall customer service delivery is having an outstanding feedback
from the customers of Moments Café. About 53 percent have rated good remarks for the overall
customer service delivery at Moments Café which gives a good indicator to the business. On the
other hand, about 34 percent of the customers rated excellent remarks for the overall customer
service delivery at Moments café while none have rated any unsatisfactory remarks. In real
terms, this does not necessary mean for Moments Café owner and the management to slack down
on customer service delivery, but rather invest more in bringing about friendly and proactive
customer service delivery.

5.27 Server Attention

Server Has Been Attentive to Customer

0%
20%

80%

Yes No Not Applicable

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According to the above pie chart, 80% of the customer agreed that the Moments café server has
been very attentive and focus when serving them. This shows that the café is very customer
oriented and very attentive in meeting the consumer’s need. This also so that the café is very
observable in terms of the customer’s perception and reaction towards ordering a meal. On the
other hand, the other 20% mentioned no in terms of the serve being attentive to them. This
indicates that the server maybe busy or not aware of their entrance to the café. Customer
satisfaction depends on the serve being attentive to their customers and being alert all the time.

5.28 Server Promotion of their Menu

Server Promotion of Menu

Yes
No
Not Applicable
100%

The above pie chart clearly shows that most of the Moment’s café totally agree with the serve’s
promotion of the menu. This indicates that the café is good in marketing its server to attract
suitable consumer’s to enter the café. The server in the café tend to dress the way they want to be
addressed. Dressing well is an expression of the café’s manner, goals and values.

5.29 Server was courteous & Professional with Product

Server Was Courteous & Proffesional

23% Yes
No
77% Not Applicable

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According to the above pie chart, 77% of the customer totally agree with the server’s attitude and
behavior concerning their product and services. This shows that the café is hiring qualified and
professional candidates to achieve the café mission and vision. Courteous and professional is the
two keys to attract and maintain customers in the café. On the other hand, the other 23% didn’t
agree with the serve’s courteous and attitude. This indicates that the serve didn’t greet them or
was rude to them or was not knowledgeable about the product and services of the cafe. Proper
training and orientation is the key to improve courteous and professionalism.

5.30 Hygiene of the Cafe

Cleaniess Of Tables & Chair

3%

Yes
N0
97% Not Applicable

According to the above pie chart, 97% of the customer totally agree with the cleanliness of the
café’s tables and chairs. Consumers are very precise towards the cleanliness of the tables and
chair of the café. This shows that the café value the hygiene of the customers. The café tends to
maintain cleanliness in order to keep away certain diseases and bacteria, the other 3% did not
agree with the cleanliness of the tables and chair. This is due to the serve not being aware to
clean the chair and tables after being used by previous the customers. Without cleanliness there
is no perfect standard and best quality for the consumer to be attracted to the café.

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5.31 Pleasantness of the Product and Services

Café was Pleasant & Enjoyable

7% 3%

90%

Yes No Not Applicable

According to the above pie, 90% of the customer really enjoyed the product and service of the
café. This shows that the café not only meet the customers physical need but also their emotional
need by being entertained by good music, food and beverages. In a stress oriented world, the café
tends to create a pleasant environment to reduce stress and create happiness. The other 7% did
not enjoy and was not pleasant with café’s service. This shows that the café was not attending to
their emotional needs and the 3% are not aware of the café’s entertainment. In order to increase
the café’s pleasantness, it needs to create more space for entertainment.

5.32 Satisfied with the current Location of the Cafe

Satisfied With Location

No
13%

Yes
87%

Yes No Not Applicable

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According to the above pie chart, 87% of the customers are satisfied with the café’s location in
Suva. This indicates the café is providing good service, food, beverages, price and entertainment
in its specific location. The other 13% are not satisfied with the location. The café will need to
decentralize the café within the Suva and Nasinu areas. This will make it easier for customers
who live far away. Location matters as it will determine the destiny of the café.

5.33 Planning to Return Again

Planning to Return to Café Again

7%

Yes
No

93% Not Applicable

According to the above pie chart, 93% of the consumers plan to return back to the café for future
satisfaction. This shows that the café is catering and meeting the consumer’s needs. This also
indicates that the consumer is being transformed by the café’s service. The other 7% are not
aware or sure of returning back to the café. The behavior of the consumer returning back to the
café depends of the atmosphere the café creates.

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5.34 Promoting the Product and Services of the Café to a Friend

Recommendaion of Café to a Friend

7%

93%

Yes No Not Applicable

According to the above pie chart, 93% of the consumers will recommend the café to their friend.
This is because of the food, beverages and customer service. This shows that the café operates
like a yeast in a dough. Yeast is known for its influence all over the dough. The café is
influencing the consumer so that the consumer can influence all of their friends. This is like an
atom it duplicates and split into another atom. Once a consumer is influenced it duplicates it to
another friend. The other 7% are not aware or not sure of recommending the café to their friend.
In order to for the café to be recommended it needs to create an environment of influence so that
the consumers are impacted which then impacts their friends.

5.35 Overall Satisfaction with the Product and Services of the Cafe

47%
53%

Very Satisfied Very Dissatified

Somewhat Satisfied Somewhat Dissatisfied
Neither Satisfied or Dissatisfied

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According to the above pie chart, 53% of the consumers are very satisfied with the café’s food,
beverages, customer service and price. This indicates that the café is providing an excellent
service for the consumer. The other 47% are somewhat satisfied. The best strategy for business
satisfaction is customer satisfaction. Building a good consumer attraction does not happen by
accident. It happens by design.

5.36 Customer recommendation on the Product & Services of the Café

 Customer service needs to be improves such as the communication needs to be

clear.

 The café staff should be more approachable in their way towards customer
service in ways of briefing customers to the menu they provide.

 The café need to come up with more promotion/ special every week especially
when price is expensive to some local people during COVID 19.

 More consistency in the delivery of their service. Sometimes it takes more time to
wait for a particular meal.

 Regular check on the wash room to ensure it is clean all the time as proper
hygiene is a necessity especially during this season of pandemic.

 Introduce more appealing menus.

 Add more food options on the menu for example more Fijian traditional food
dishes.

 Provide more options in the menu would be great. This way would provide ways
for customers to have a great variety to choose from.

 Add 2 more staffs especially during busy period.

 Need more advertising on Television.

 Staff to be very prompts to their station, when customers are being seated at their
individual tables. Also have a meet and greet person at the door at all times, hence
they are the first impressions given to the guest.

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5.37 Server Experience & Knowledgeable

Was the server

knowledgeable?
No N/A
10% 10%
Yes
80%

Yes No N/A

According to the respondents, 80% of customers at Moments Café have experienced servers who
were knowledgeable about its products whereas 10% were not and 10% did not require their
servers to be knowledgeable. It is a good sign that majority of the servers have a comprehensive
understanding about the menu items. However, there needs to be thorough training provided to
all the servers at Moments Cafe because not knowing the menu items in front of the customer.
does not reflect a good image for the restaurant. According to Thacker (2019), it is essential for
all servers to have basic menu knowledge when dealing with customers to avoid mistakes.

5.38 Staff Competency & Accuracy Level

Menu Items Correctly

Served?

Yes No N/A

As per the respondents, all the customers were served correctly in accordance with their orders.
This depicts the superior ability of the servers and to precisely follow orders with no error. This
also helps Moments Café to save unnecessary costs to re-prepare if items were incorrect. While

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this is a good sign, the management of Moments Café should not get complacent in this area as
even a small mistake may lead to losing of total market share.

5.39 Appealing Appearance

Appealing Appearance

Yes No N/A

Food appearance determined mostly by surface colour is the first sensation that the consumer
perceives and uses as a tool to either accept or reject food (Leon et al., 2006). According to the
results, 93% of respondents felt that the appearance of their food was appealing whereas the rest
did not feel the same. The appearance of food at Moments Café seems to be overall appealing
but there is still room for improvement. Management in liaison with chefs can try out new and
unique ways to make the appearance more presentable.

5.40 Customer’s Perception

Meal/Drinks Satisfactory?
N/A
No 7% Yes
23%
Yes No
70%
N/A

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As per the results, 70% of the respondents claim that the server checked to see if their meal and
drinks were satisfactory, 23% claimed that the server did not check whereas 7% have responded
that it was not necessary to be checked. Where it was not necessary to check, it may have been
due to the customers doing takeaways. While 70% is satisfactory, the management of Moments
Café should provide training to its servers on the fundamentals of customer satisfaction.
According to MacDougall (2003), seeking customer feedback and acting upon it will breed loyal
customers. As such, servers need to check to see if the customers are satisfied and in case of
contrary, should deliver ways to provide customer satisfaction.

5.41 Server Re-serviced

Server Re-serviced?

43%
57%

Yes No N/A

According to the data collected, 57% of the respondents were consulted by the servers to see if
anything else was needed whereas 43% of the respondents were not consulted at all. According
to Pariyar (2014),” Food and drinks along with service are what a restaurant sells.” In order to
increase revenue, Moments Café’s need to politely smile and check with customers to see if they
require anything else. Even if it requires handing out additional serviettes, there is a chance of
customer re-purchase. Some customers may be unwilling to leave their table while eating, so it is
absolute paramount that the servers are always on their toes ready to pounce on any additional
order.

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5.42 Freshness of the Meal

Food was Hot and Fresh?

Yes No N/A

Moments Café appears to be doing well in this area. All of the respondents have claimed that the
food served was hot and fresh. Again, while this is an incredible response from the perspective of
the restaurant, the management of Moments Café should not get complacent and strive for
continued excellence. Food must always be served hot and fresh. This all depends on a system of
communication between the chef and the server. As soon as the meal is ready, it should be
swiftly communicated to the server. Moreover, Moments Café should also look to invest in
technologies what will enhance instant communication between the chef and the server. This will
allow for an even better experience for the consumer as the food will be served straight out of the
“oven”.

5.43 Appealing Taste

Appealing Taste?
No
10%
Yes
90%

Yes No N/A

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As per the feedback, 90% of respondents have found the taste of food at Moments Cafe to be to
be appealing while the other 10% did not find it appealing. Overall, this is a good response
because majority of the people find the taste appealing. There are several factors which breeds
loyal customers and taste is definitely one of the most important factors. The service may be
excellent but if the taste is not appealing, then it is highly likely the customers will explore other
options. Moments Café appears to be doing very well but there is still room for improvement.
The management should provide a short customer survey to be filled at the customer’s
convenience with major details being about taste. The response should be studied well and
explore new and vibrant ways to delight customers as far as taste of food is concerned.

5.44 Condiments, Napkins & Utensils

Condiments, Napkins & Utensils

No
17%

Yes
83%

Yes No N/A

The availability of condiments, napkins and utensils at Moments Café appear to be sufficient as
per the response. 83% have found it to be sufficient whereas the other 17% did not. The
availability of such items is pivotal in providing a satisfying experience to customers. Because of
its deemed insignificance, it is often ignored by most restaurants but Moments Café appears to be
doing a good job. However, the management at Moments Café needs to look at the 17% left out.
Servers need to ensure that there is sufficient availability of condiments, napkins and utensils.
There should not be a need for any customer to ask for any condiments, napkins and utensils as
there should be sufficient availability all the time.

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6.0 Recommendation

6.1 Decentralizing of Service

Opening up other café within the Suva area will provide a great service for the café. Most of the
customers prefer to establish 3 cafés within the Suva area. Hence, this will be easier for those
who are working customers for them to have lunch.

6.2 Briefing of the Menu

It is very critical for the staff to be very competent in their menu they provide. Most consumers
suggested if the staff can be very approachable in briefing the customers with their menu. This is
only possible if the management staff provide monthly training for their staff on the different
menu and also their prices. The training should include the different ingredients of the menu, the
content of the menu and the price allocation of the menu. The management board should also
provide a manual or workbook of the different menu to the staff so they can study it and become
well verse with different menu.

6.3 Provide more promotion and special price

Providing more promotion and special price would attract more customers. Most of the
customers recommended if the café can have special promotion every weekend. With the board
still close and travel restriction is still at hand, providing special prices and promotion can
maximize the local people to gain advantage of the café.

6.4 Improvement of Customer Service

The core foundation of the café is the customers. Without the customer the café cannot function.
Weekly training should be provided for the staff concerning customer service. Hence, every
Monday from 2-3pm training can be conducted especially in the area of customer service. Most
of the customers recommended if the staff can improve with their communication skills,
consistency of service and customer greeting. The training on customer service should include
these 3 key areas. For instance, in communication, the training should focus more on the need to
engage and listen to the customers, take time to respond, maintain eye contact and be presentable
in body language. For consistency in service, the management can train their staff for job

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rotation. For instance, if two staff are at the front counters are free they can help the other staff
in ordering from their customers and delivering food. The café needs to apply scientific
management where they work according to time. This will decrease the time for the customers
to wait for a particular meal. Finally, is the customer greeting, the café can allocate one staff at
the front door to meet and greet the customer with a smile and a friendly approach.

6.5 Proper Hygiene of the Café

The promotion and the product of the café will be depending on the hygiene of the café. COVID
19 has made hygiene a necessity not an option. The café need to make hygiene a priority and
also a policy. The wash room needs to be cleaned 2 times a day. Cups and dishes needs to be
cleaned every time after being used. Hand sanitizes and tissue should be provided to all
customers when entering and exiting the café.

6.6 Introduce more appealing Food and Menus

The café specializes in food and beverages. In order for the café to survive in the competing
market it needs to be innovative and unique in the delivery of its product. Providing more
appealing food and menu will add value to the café. More customers suggested if the café can
provide more traditional food such Lovo. Hence, the café can include Lovo in their menu as part
of the Fijian dish. Also seafood, such as kai, nama, kokoda, ika va miti (Fish and lolo) etc.
These traditional foods will attract more local people to the café. Most of the international
customers suggested if the café can provide more Latino meals. This includes Spanish, Cuban
and Mexican dish. This demand on the menu will depend on the management to conduct its
research on this Latino menu’s and hire someone who specializes on these menus. Other unique
way for promoting the menu is providing more delicious dessert on the menu. For instance, the
café can make local and international dessert on pastries, custards, puddings, cakes, cookies, pie,
chocolates and candies. The will attract more customers to the café and also promote its product.

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6.7 Up-gradation of Facilities

It is the facilities that make the customers comfortable and safe. The café should create an
environment where the customers are entertained and educated. The café should provide more
speakers and TV set where customers are entertained through music and movies. Hence, the
café can provide a gallery on the background of the café and also paste pictures of the food and
its brief summary on the walls so the customers can be educated. One of the customers
suggested if the windows can be tinted as it is too more expose. The café can provide a closed
room for those customers who want privacy and without distraction.

6.8 Employ Temporary Staff during Busy Periods

The café is usually busy during special occasion and festive seasons. The café will need extra
hands to delegate and manage the café in terms of its operation. The café needs to employ causal
workers who can help and attend to customers during the busy periods. These casual workers
can make work easier for the staff and also serve all the customers. Most customers hate waiting
and being delayed over a period of time can cause frustration. These casual workers will be paid
the amount of hours they work. The café will choose the amount of casual workers they need
according to their overall budget. In terms of selection the café needs to select workers with
different genders, skill and experience in order to maintain the credibility and the reputation of
the café.

6.9 More Promotion and Advertisement of the Café

Most of the local consumers are still not aware of the food and beverages of the Moments Café.
Living in an era of technology can help the café promote and advertise through social medial and
online websites. The café will need to engage every social media such Facebook, Instagram,
snapchat, WhatsApp and twitter to promote and advertise their food and beverages. The café can
upload every food, beverages, menus and special items through social media. The café can paste
a brochure of their food and beverages through the newspaper. They can also handout every
brochure outside of their café. In terms of advertising through television they can do it every 3-5
months because of the cost it offers. The best strategy is through online advertisement because

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nearly all the people are in social media every day, for those in the rural they can publish a
brochure through the newspaper or conduct an outreach program.

7.0 Conclusion

In conclusion, consumer behavior patterns tend to have a direct impact on the overall running of
a particular business entity. As far as the survey carried out for Moments Café consumer
perception and experience is concern, there has been a significant evidences shows on how to
improve the customer service delivery in order to be remain competitive in the market. Moments
Café have stamped a huge milestone in terms of reaching out to the public about the quality of
service provided. Somehow, there are few suggestions for improvements that will elevate the
entire business to have a competitive edge amongst the competitors and also maximizing profits.

The ideology of decentralizing the service into other centers in the central business district
(CBD) will brought new images to the company. This will eventually bring about good relief to
the customers in nearby locations and thus will attract more new customers. The planned expand
of business along the Suva – Nausori corridor will be an advantage since the area is recorded to
be a high population density.

Additionally, the entire business is looking into continuous improvement in terms of service
delivery through provisions of trainings and development enhancing individual’s capability. In
this way, it will bring more improvement in the service delivery in particular about food and
product preparation

Furthermore, in order for the entire business to be competitive advantage there is suggestion to
provide more promotions packages and special prices that will absorb in more customers.
Hence, through all these suggestions, Moments Café could possibly be reaching another
milestone as the best wine and dine restaurant throughout the country.

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8.0 References

Leon, J. Pedreschi, F. Mery, D. Moyano, P. (2006), Development of a computer vision system to

measure the color of potato chips, Food Research International, vol. 39, issue 10.
MacDougall, D. B. (2003), Food Appearance, Encyclopedia of Food Sciences and Nutrition
(Second Edition)
Pariyar, S. (2014), Importance of Customer Service in Restaurant Business, Centria University of
Applied Sciences, Department of Technology and Business, Kokkola.
Thacker, K. (2019), Basic Wine Knowledge for Server Training, Washington, DC: International
Food Policy Research Institute.

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9.0 Appendix

CUSTOMER AND PRODUCT SERVICES SURVEY

Sex: Male Female

Race: Itaukai Indo- Fijians Others

PLEASE TICK THE BOX THAT BEST RESPRESENTS YOUR PREFERENCE

1. What is the reason for choosing Moments Cafe?

Efficiency
Familiarity
Location
Food &
Beverages
Courteous
Customer Service
Pricing
Others

2. How frequently do you visit Moments Cafe?

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First Time
3-5 times per month
1-2 times per month
Once every 2 months
other

3. What is your preferred time to visit the Café?

Morning
Daytime
Afternoon

4. Were you offered table service when entering the Moments Cafe?

Yes
No
Not Applicable

5. Your server responded promptly to your table for service?

Yes
No
Not Applicable

6. When visiting the Café, how satisfied are you with the manner in which staff greet you?

Excellent
Good
Satisfactory
Poor

7. How long did it take to receive a menu from your server?

Immediate

1-5 mins

6-10 mins

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11-20 mins

Didn’t need a
menu

8. Your Server briefed you about the Moments Cafe Daily Specials?

Yes
No
Not Applicable

9. Your server was knowledgeable about menu items?

Yes
No
Not Applicable

10. Meal items were served correctly as ordered?

Yes
No
Not Applicable

11. Meal items had an appealing appearance?

Yes
No
Not Applicable

12. Your server checked to see if your meal/drinks were satisfactory?

Yes
No
Not Applicable

13. Your server checked to see if anything else was needed?

Yes
No
Not Applicable

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14. Food was served hot and fresh?

Yes
No
Not Applicable

15. Taste of food was appealing?

Yes
No
Not Applicable

16. The availability of condiments, napkins and utensils were sufficient?

Yes
No
Not Applicable

17. Server has been attentive to restaurant customers when needed?

Yes
No
Not Applicable

18. Is the server willingly promoting their menu?

Yes
No
Not Applicable

19. Your server was courteous and professional with their product?

Yes
No
Not Applicable

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20. Cafe tables and chairs were clean and clear from debris?

Yes
No
Not Applicable

21. Did you enjoy the product and services of the cafe?

Yes
No
Not Applicable

22. Overall, were you satisfied with the Café’s location?

Yes
No
Not Applicable

23. Do you plan to return to the Moments Cafe again?

Yes
No
Not Applicable

24. Would you promote the product and service to a friend?

Yes
No
Not Applicable

25. Overall how satisfied are you with the product and service of the cafe?

Very Satisfied
Very Dissatisfied
Somewhat Satisfied
Somewhat Dissatisfied
Neither Satisfied nor Dissatisfied

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26. Would you recommend any suggestions on the Moments Café staff, services, food and
beverages product you feel they can improve on?

________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________

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