COMSATS University Islamabad,

Sahiwal Campus

Ignite Marketing & Café Gustoso

Sahiwal

Instructor
Dr. Khalid Hussain Majeed

Muhammad Abubakar Yousaf

CIIT/FA16-BBA-037/SWL

Submission Date
August 12, 2020

COMSATS University Islamabad, Sahiwal Campus

COMSATS Road, Off G.T. Road, Sahiwal
Phone: 040-4305001-7
Table of Contents
1. Business Model.............................................................................................................................3
1.1 Summary of Business Plan........................................................................................................3
1.2 Brand Name...............................................................................................................................3
1.3 Brand Slogan & Brand Proposition.........................................................................................3
1.4 Product Description...................................................................................................................3
1.5 Pricing Strategy.........................................................................................................................4
1.6 Target Market............................................................................................................................4
1.7 Competitive Strategy.................................................................................................................5
1.8 Understand Target Customers.................................................................................................5
2. Business Model Canvas...............................................................................................................6
2.1 Customer Segments...................................................................................................................6
2.2 Segmentation..............................................................................................................................6
2.3 Value Proposition......................................................................................................................7
2.4 Competitors................................................................................................................................8
3. Focus Group Interview................................................................................................................9
3.1 Screening Questionnaire...........................................................................................................9
3.2 Participant Information Form..................................................................................................9
3.3 Potential Research Questions..................................................................................................10
3.4 Transcription...........................................................................................................................11
3.5 Findings....................................................................................................................................17
4. Descriptive Research Project Report.......................................................................................18
4.1 Types of Descriptive Research................................................................................................18
4.2 Variables...................................................................................................................................20
4.3 Values.......................................................................................................................................20
4.4 Questionnaire Development....................................................................................................21
4.5 Scales........................................................................................................................................21
4.6 Sampling Techniques...............................................................................................................22
4.7 Data Collection Method...........................................................................................................25
4.8 Data Screening.........................................................................................................................25
4.9 Frequency.................................................................................................................................26
4.10 Tests........................................................................................................................................26
4.11 Regression Analysis...............................................................................................................28
4.12 Graphs....................................................................................................................................30
4.13 SPSS Work.............................................................................................................................35
 1. Business Model
1.1 Summary of Business Plan
Ignite Marketing is an entrepreneurial approach for the purpose of digital media marketing. As the
trends of the market are changing. People are moving from print media to the social media. Therefore,
there should be a platform for businesses to do the digital marketing. We will be unique in everything
as compared to our competitors. We will provide after-sales services to our customers. At first, we
will target the market of Sahiwal and then move forwards. We will use the lowest possible prices for
our services. We will make utmost efforts to compete our competitors. We will provide elegant
graphic designing and social media marketing services.
1.2 Brand Name
Our brand name will be “Ignite Marketing.”
a) Reasons of Choosing a Name
 I choose this name because it is unique
 There is no any other registered marketing business with this name
 This name will catch the attention of customers
b) Features of brand name
 Ignite means “set fire”, it will ignite the profits of customers
 Marketing refers that this business is something related to the marketing
1.3 Brand Slogan & Brand Proposition
Brand Slogan
Our brand slogan will be “We ignite Your Business.”
Brand Proposition
Our brand proposition will be “We are the specialized digital marketers who ignite your brand by
putting our marketing efforts.”
a) Reasons of Formulating Brand Slogan
 We will work with the aim of increasing profits of our customers
 We will make the brand of our customers more prominent
 We will increase the social presence of our customers
b) Reasons of Formulating Brand Proposition
 I am specialized in digital marketing
 I know the changing trends of the market
 I have the basic know-how of business management
1.4 Product Description
a) Product Line
 Social Media Marketing

 Facebook
  Instagram

 LinkedIn

 Twitter

 YouTube
 Print Media Marketing

 Flyers

 Posters

 Brochures

 Menu Cards

 Visiting Cards
 Others

 Video Ads

 Graphic Designing

 Logo Designing

 Web Development

 SMS Marketing
b) Features of Product
a) Social Media Marketing
We will use social media platforms like Facebook, Instagram, LinkedIn, Twitter & YouTube for the
promotion of the businesses of our customers.
b) Print Media Marketing
We will design and distribute flyers, posters, brochures and menu cards of our customers.
c) Others
If any of the customers need a website, logo or SMS marketing then we will facilitate them with it.
1.5 Pricing Strategy
We will use the “Penetration Pricing Strategy.” Initially, we will keep the prices low so that we can
capture the market.
1.6 Target Market
a) Market Segments
We will use the “geographic segmentation” for reaching our customers gradually.
b) Target Market
Initially, our target market will be the city, Sahiwal.
 c) Target Customers
Our target customers are as:

 Fast Food Restaurants

 Universities

 Colleges, Schools & Academies

 New Start-ups

 Individuals
d) Competitors

 Takbeer Advertising & Marketing Agency (TAMC)

 Triple A Solutions

 Al-Naveed Market Sahiwal

1.7 Competitive Strategy
We will use the “Differentiation Strategy.” We will provide unique & distinctive marketing services
as compared to our competitors.
1.8 Understand Target Customers
I will analyze the target customers as follows:
 Visiting the customers
 Making a survey in the target market
 Check out the competitors
 2. Business Model Canvas

Business Model Canvas Company Name: Ignite Marketing Date: 12-08-2020

Key Partners Key Activities Value Proposition Customer Relationships Customer Segments
Ignite Marketing is We divide customers into
 AGRSoft  Graphic Designing  Feedback
delivering the following various segments on the basis
 Al-Naveed Market  Social Media  Discounts
Sahiwal Marketing values: of their; geographic,
 Frequent Calls
 VirtualX Digital  Print Media demographic, psychographic
 Quality Value
Marketing Agency Marketing & behavioral characteristics.
 Economic Value
 Novelty Value
Key Resources  Emotional Value Channels .
 Laptop  Social Value  WhatsApp
 Printer  Knowledge Value  Facebook
 Graphic Designing  Instagram
Certificate by
 Twitter
Digiskills
 YouTube
 Freelancers

Cost Structure Revenues Streams

 Freelancing Cost  Graphic Designing
 Cost of promotions over social media  Print Media Marketing
 Printing costs  Social Media Marketing
 Cost over distribution of brochures/ flyers

2.1 Customer Segments

Our target customers are as:

 Fast Food Restaurants

 Universities

 Colleges, Schools & Academies

 New Start-ups

 Individuals
2.2 Segmentation
Segmentation Variants

Geographical Segmentation

Country Pakistan

Province Punjab

Division Sahiwal

City Sahiwal

Demographic Segmentation

Age 25 to 55
 Gender Male, Female

Occupation Business Owners

Social Class Middle Class & Upper Class

Psychographic Segmentation

Personality Rational

Lifestyle Doers

Attitude Serious

Behavioral Segmentation

Product Knowledge Moderate

Loyalty High

2.3 Value Proposition

Type of Value Features What We Do?

Quality Value Standard and Consistency Our graphic designing work is

standardized and we are
consistent in delivering the
services of social media
marketing and print media
marketing.

Economic Value Correctly priced and Our prices are moderate. We

Reasonable don’t charge much. We keep
prices low to penetrate in the
market. The prices are
reasonable regarding the value
we are delivering through the
digital & print media marketing.

Novelty Value Unique We are unique as we are

delivering the services of digital
media marketing and print
media marketing
simultaneously. There is no any
other competitor with both of the
services. Moreover, we have
certified graphic designers. We
have only the online presence
which is another uniqueness of
our business model.

Emotional Value Happiness and Feeling of Our aim is to work for

well-being increasing the potential
customers, improve brand image
 and ultimately piling up the
profits of our clients. This gives
a feeling of happiness and well-
being to them.

Social Value Socially acceptable Our business model is accepted

by the society. A lot of
businessmen appreciate our
efforts.

Knowledge Value Learning We are educating our customers

on the benefits of digital media
marketing. We are making them
aware that social media
marketing is much more
beneficial than that of print
media marketing. Moreover, we
can gather the data of customers
more easily.

2.4 Competitors
Type of Value Triple A How? Takbeer How?
Solutions Advertising &
Marketing
Company

Quality Value Yes Well organized No Poor standard

Economic Value Yes Moderate prices No High prices

Novelty Value No Common Yes Authentic

practices of print (certified
media marketing freelancers)

Emotional Value No Main focus is No Main focus is

profit profit

Social Value Yes They have good No They are rejected

customer base by the market
and are accepted after short time
in market

Knowledge Value No No learning Yes They are

educating clients
about the
changing trends
in advertising
from print media
to social media.
 3. Focus Group Interview
3.1 Screening Questionnaire
1. Within the past six months, how many times have you been to any restaurant?
2. How much you spend on hotelling in a month?
3. At what price would you consider having a best quality dinner at any restaurant?
4. What is your place of residence?
3.2 Participant Information Form
Age

 16 to 20

 21 to 24

 25 to 30

 30 to 45
Gender

 Male

 Female

 Others
Income/ Spending per month

 20,000 or Above

 50,000 or Above

 100,000 or Above
Special Preferences
What type of cuisine you would like to have?

Pakistani Indian Spanish

Continental Chinese Turkish
Italian Japanese Thai
French Mexican

Do you prefer vegan dishes? Yes No

Are you a calorie conscious person? Yes No
Do you prefer non veg dishes? Yes No
How often, do you like to eat out?
 Daily Weekly Monthly Occasionally

How often do you order food?

Daily Weekly Monthly Occasionally

Do you prefer themes and ambience?

Do you allow us to use above information?

3.3 Potential Research Questions

1. Can you please share your recent experience with any restaurant serving a good portion of Italian
cuisine?
2. Does the restaurant have a sufficient selection of Italian Choices?
3. What did you like best about their food and services?
4. What did you not like about their food and services?
5. What, if anything, has changed about their services since your last visit?
6. How often do you dine out?
7. How important is the quality and taste of food (we don't always go where the food is best)
8. How important is the speed of service?
9. How important is a family-friendly environment?
10. How important is the selection of healthy choices?
11. How would you rate the staff’s willingness to ensure your needs were met?
12. How much would you love to visit a theme base restaurant?
13. How many times you get an emotional attachment while dining in to a theme based restaurant?
14. What you love the most about that place?
15. What are the basic problems which you face quite often while dining in a restaurants?
16. If we offer you a place by considering all your preferences and problems, would you like to check
that out?
3.4 Transcription

Moderator: Everyone must give opinion, are all of you ready? First, we will start from here. These
are the potential research questions. Basically, you will tell us about your generic views towards a
certain thing. At first, share your recent experience with any of the Italian food. Pizza and the other
things come in category of Italian food.
Respondent: We went for eating pizza.
Moderator: When?
Respondent: Few days, approximately a week ago.
Moderator: How was your experience?
Respondent: Experience was good. Friends gathered and went for eating pizza.
Moderator: How was the taste?
Respondent: Taste was good. We like it.
Moderator: What was the price of pizza?
Respondent: Price, one was of PKR 900 and the other one was of PKR 850.
Moderator: The same question is from you, tell us your recent experience with any Italian food.
Respondent: Italian food, last time I ate burgers etc.
Moderator: Sorry, Italian food! Like pasta, pizza and like.
Respondent: I ate pizza from Almaida, last time.
Moderator: How was the experience?
Respondent: It was good, price was also good.
Moderator: There are another famous brand like Cheezious, why did you choose Almaida?
Respondent: They have good stuff and flavor. So, we go there.
Moderator: What about price as compared to competitors, is it less or more?
Respondent: The price is normal.
Moderator: Is the price more than Cheezious?
Respondent: No, the price isn’t more than Cheezious.
Moderator: If we offer you the same package in the same price, will you like to buy?
Respondent: We will try for the first time, if it is good then.
Moderator: The same question from you, tell us about your recent experience with any Italian food.
Respondent: Last time, we went to Cheezious. We ordered pasta and pizza.
Moderator: Did you ate from Almaida?
Respondent: Yes!
Moderator: Which brand do you prefer?
Respondent: I prefer Cheezios.
Moderator: If we offer the same, will you come and try?
Respondent: Definitely!
Moderator: Why you prefer Cheezious more than that of Almaida?
Respondent: Cheezious because they have good taste.
Respondent: Yes, last Friday I tried Crunchy Chicken. I ate Jalapeno Pizza from there. In my view,
no other brand is offering this flavor here, in Sahiwal. I try pizza from different brands and of new
flavors.
Moderator: If some local shopper offers the pizza, will you prefer?
Respondent: Definitely! If someone offers new thing then I will prefer and taste it.
Moderator: Okay!
Respondent: I ate Shahi Pizza from Almaida. Its taste was very good, and price was upto PKR 1000.
Moderator: Do you think price upto PKR 1000 is fine? Because Cheezios and other offer large sized
pizzas in the range of PKR 850-900.
Respondent: As you know, taste and quality also matter. I don’t feel Cheezious’ Pizza as much tasty
as of Almaida.
Respondent: Other than taste, Almaida also offers deals. Like, you can have two large pizzas of PKR
1400. That’s why Almaida is better than that of others.
Moderator: If our restaurant gives you the same offer, will you prefer?
Respondent: It depends upon your food quality and taste. If your food is better than them then we
will prefer. Otherwise, Almaida is the best.
Respondent: Almaida is also giving the playing area.
Moderator: Okay, we have done with our first question. Last time, you went to any Italian restaurant.
Did they have sufficient selection Italian cuisines or not? Normally, most restaurants have Lazania
and Pizza. If you noticed the choices other than lazania and pizza, then please share with us!
Respondent: We went to a restaurant. They only had pizza and pasta. They did not have sandwiches.
Moderator: Why did you choose pizza? You can also eat pasta.
Respondent: Pizza looks more better than pasta, as all the friends went. So, pizza is good to fulfill
our belly.
Moderator: Do you think that there should be an addition in the menu other than that of pizza &
pasta?
Respondent: There should be an addition in menu and restaurants should launch new food items.
And we will try everything.
Moderator: The same question is from you!
Respondent: Last time, I went to a restaurant in Faisalabad. They had pizza, pasta, sandwiches and
breads. I tried other item along with pizza.
Moderator: How was your experience of that restaurant?
Respondent: It was good.
Moderator: Do you think that the restaurants in Sahiwal should have sandwiches and breads?
Respondent: Yes, they should have it.
Respondent: Last time, we went to Almaida. They have things like pizza, pasta and breads.
Moderator: What should be the optimum price of these things, if offer by a local shopper, and will
you try it?
Respondent: pieces of Garlic bread are of approximately PKR 300. Pasta is also ranging from PKR
300 to PKR 400. Yes, I will try.
Respondent: Sahiwal is a small city. People try the new things from a brand rather than from a local
shopper. As Almaida and Cheezious have a variety. Other than them, there is Oregano. They also
offered all the things in beginning. But people do not avail as it is not a big brand. So, they limited
their menu.
Moderator: If they give a better quality, will people buy?
Respondent: Yes, quality matters. Regarding to our city, people like to spend money on brands.
Respondent: Italian consists of lasagne, pizza, and chow mein these things. I have tried lasagne from
Almaida that was good in taste along with that they serve garlic bread.
Respondent: Bell Canto’s Alfredo is also very delicious, and they do have a huge variety e.g. chow
mein etc. Their serving time is also reasonable. Yeah, if you observe according to this (serving time),
these things usually take time.
Moderator: So, tell me about their service? (Here moderator wants to know their service properly
according to consumer perspective)
Respondent: Service is great. They used to serve quickly almost within 30 minutes otherwise it takes
40 to 50 minutes.
Moderator: Intervention - Sorry to say there is another thing in cuisine, where you have talked about
chow Mein, let me correct you that chow Mein is Thai whereas lasagne, pizza these things are Italian.
(As we were conducting this focus group so, it was our moral obligation to give proper and correct
information to our audience)
Moderator: What did you like best about their food and services?
Explanation: Here we were asking about what they like most about food and services in the
restaurant food and service where they use to go.
Response from three: Their food is much better where I visited, we cannot say their service is good
but Yeah, food’s taste and quality were much better.
Moderator: If their quality was not good so, you did not like their service. What was the reason of
that? Are they delivering late?
Answer from three: They have timing issue may be due to overcrowding that is why, it takes at least
20 minutes in baking usually of a single whole pizza. So, that is why when there is overcrowding it
takes too long.
Moderator: Same question is from you? (To another participant)
Respondent: There is no issue if it gets late due to overcrowding, that is all. It is just okay.
Moderator: So, you do not have any issue even if you are in hurry?
Response from All: Yes, in this case I do have an issue.
Moderator: What would be your reaction if they cause delay in their delivery or service? Either you
would leave or cancel the order? What you will do exactly?
Response from all: If it will get extremely late, we will cancel the order.
Moderator: Do you show them your dissatisfaction or give any sot or feedback to them?
Response from all: We will give them definitely we do.
Moderator: How you will give them your feedback?
Response from all: We will talk to their manager or staff.
Response from two: According to quality Almaida and BelCanto both are good but if you observe
according to the service, BelCanto serves earlier whereas it takes time in Almaida I think.
Moderator: What, if anything, has changed about their services since your last visit?
Explanation: Okay! Other than this, have you observed any change in the food and service this time
as compare to your previous visit?
Response from all: No, the service was almost same.
Moderate: They did not have change anything to improve their quality or service?
Response from all: No even after giving feedback several times.
Moderator: So, are you satisfy with them?
Response from all: Somehow as they do not take any action even after having a negative feedback.
Moderator: Do they have to act?
Response from all: Yes
Respondent: Almost same it was because I use to go often. If you are talking about a year base
difference than McDonalds did not offer you on table serving, all you had to do was self-service. Now
they are giving you on table service almost from a year.
Moderator: So, this facility is good?
Response from all: Yeah this is good.
Moderator: How often do you dine out?
Explanation: In this question we want to know that how many times in a month they use to dine out?
(Weekly or twice)
Respondent: 3-4 times in a month
Respondent: 5 times in a month
Respondent: 8-10 times in a month.
Moderator: Would you like to have fast food or desi?
Response from all: Fast Food
Respondent: 10 – 20 or may be 15 times in a month.
Respondent: 10 times in a month.
Moderator: How important is the quality and taste of food (we don't always go where the food is
best)
Response from all: Quality and food matters a lot because when we like it then we will be able to go
again.
Moderator: If their quality is good and you like it, but their services are late would you like to go
their again?
Response from all: No, we did not prefer.
Respondent: Service matters first.
Respondent: Service depends upon once mood also. If service is not good and you are already upset
there would be a great chance that you will not like that place.
Explanation: Here, participant actually shared an important trend with us that how person’s mood
and temper can have a great impact on their consumption and purchase behaviour actually he wants to
say that, if a person is not in a good mood due to some reason on top of that if your service has
delayed due to your mismanagement than there will be a great chance for him to not give you a try
again.
Respondent: If their service is fast than you will have a good experience. Both things do matter
service as well as food.
Moderator: In case If you do like their quality, love their taste and you want to eat they’re at any cost
but their service is quite late. So, either you like to stay, leave or you show them some sort of negative
behaviour?
Response from all: Suppose, I am free or I don’t have that much appetite may be I’ll stay there and
decide to have a meal from there but if I am in hurry and I have to reach some place quickly. I leave
from home and stop at McDonalds and if they serve late then I’ll never stay there.
Moderator: Means service do matter along with quality?
Response from all: Yup, service do matter.
Moderator: Speed of service or quality?
Response from all: Quality matters more than service because if it is good than we will be able to go
again.
Moderator: Means if you go there in the morning give an order and they deliver that in evening?
Response from all: No, Not that much late.
Moderator: Means service do depends along on it?
Response from all: Obviously, it depends a lot and quality are time taking to achieve. They take time
of at least 40 minutes not more than that. It is time taking, you have given a maximum time limit of
20 minutes then they use to inform you.
Moderator: But what you prefer more?
Response from all: Quality obviously, it can never be compromised.
Moderator: Does theme matter for you like Desi theme, disco theme etc?
Respondent: Yes, theme matters.
Respondent: Yes, matter and in Sahiwal no more theme like restaurants we like and visit if you open
in Sahiwal.
Respondent: Other restaurants like Fazl-e-Haq there theme like Punjabi but they don’t have family
area if you also start this business-like theme base, they you must make separate family base hall.
Moderator: Which type of theme you like?
Respondent: It depends on mood if we are in fun mood, we go for Punjabi theme
Moderator: How much healthy choices matter for you?
Respondent: Its not matter for me mostly I would prefer fast food
Moderator: would you check the ingredients?
Respondent: No they not check the ingredients but in some food we checked.
Moderator: Would they mention the ingredients in menu?
Respondent: Yes, they mention the ingredients.
Moderator: Would you read ingredients when you order anything?
Respondent: Yes, in fast food we checked and in desi food we also check and asked them to add this
ingredient etc.
Moderator: Means you like customization?
Respondent: Yes, we like customization.
Moderator: Would you like healthy products or fast food like products?
Respondent: We mostly like fast food healthy choices does not matter for us and we go with our
parents then we must choose healthy products.
Moderator: Restaurant staff is important for you and how much you rate that staff is ready to meet
your needs?
Respondent: Yes, staff services is very important for us if they not fulfill our needs then we must
them in negative if they fulfill our need then we must rate them in positive way.
Respondent: Staff behaviour matter for us if they talk to us in friendly way and fulfill our needs then
we must rate them in good way.
Respondent: If they deliver our order timely then we must rate them good if they don’t give attention
and not deliver our order timely then we must rate them in negative way.
Moderator: Which thing to any restaurant attract you other than food?
Respondent: Environment and staff attracts more mostly theme base environment attracts us more.
Moderator: If we started food restaurant in Sahiwal and solve your all problems and fulfill all your
problems them you avail our services?
Respondent: Yes, we must avail your services if you fulfill our needs.
3.5 Findings
 The normal affordable price of large sized pizza should be up to PKR 1000 and of pasta and
breads should be up to PKR 400.

 Special deals and offers should be added as it attracts customers.

 Italian restaurants should add new flavors in the category of pizza as people are fed up of
eating the usual flavors and like to taste new flavors.

 The Italian restaurants should have great variety in menu like pizza, pasta, garlic breads and
grilled sandwiches. Most of the restaurants only offer pizza but people also like other Italian
food items.

 For launching a new brand, you should have high quality and great taste. Otherwise, the
already build brands will not let you succeed in market.

 People like to dine out a lot and they want not only a great quality but also a good service
because it will add more stars to offering.

 Restaurants should consider customer feedback and try to mould themselves according to
them.

 People want theme-based restaurants. They enjoy the themes and feel good when a
restaurant’s theme is according to their personality.

 They want a separate family hall so that they can have good and enjoyable time with family.
They are also conscious about privacy, so they want it.

 There should be a calling bell or ring on every table. As customers hesitate to call a waiter
most of the times. In this way, they will simply ring the bell and the waiter will be there for
service and they will not hesitate.

 When people come with family and friends, they want healthy fast food items.

 Customers want customization so that they can add ingredients according to their taste.

 Customers will be delighted if your service is fast and you are delivering the food on time.

 The employees should be trained well. As customers not only want taste and quality but also
the good behavior of them.
 4. Descriptive Research Project Report
4.1 Types of Descriptive Research
Descriptive Research
The type of research which describes the characteristics of the population being studied or it primarily
focuses on describing the nature of a demographic segment. It can also identify trends and correlation.
Descriptive research majorly covers two types:
Cross-sectional research and Longitudinal research
Cross-sectional research: This includes collection of information from only one sample at only one
time. This is further divided into single cross-sectional and multi cross-sectional, the former includes
collecting information from one sample only once and the latter includes collecting information from
two or more samples at one time.
Longitudinal research: This research covers gathering data from one sample more than once. The
sample/population remains the same over time.
Following are the extended types of descriptive research:
Descriptive Surveys: The surveys which are used to gather data about varying subjects and the extent
to which different conditions can be obtain among these subjects.
Example: Because descriptive research is structured these surveys are usually close ended and
consider dichotomous questions.
Experiments: These start with observations and are conducted to determine cause and effect
relationships. Normally, there are two groups: experimental and control. They are used to measure
differences between the two and then generalize the results.
Case Studies: These are usually related to field work and are highly specific to a given nature and
cannot be generalized.
Surveys
A tool for research that is used to gather data from the respondents.
Types of Survey
Questionnaires
A self-report instrument generally mailed or handed to the respondent to complete with no help from
the researcher. It is divided into further two types:
 Administered questionnaire where respondents are directly given the questionnaire.
 Distributed questionnaire where questionnaires are mailed or electronically delivered.
Interviews
It is a purposeful conversation between two people where the interviewer establishes rapport and asks
concise and unambiguous questions to which the interviewee willingly responds.
It is further divided into:
Structure dependent
Structured interviews use questionnaires based on predetermined, standardized, or identical set of
questions and we refer to them as interviewer-completed questionnaires.
Semi structured interviews the researcher has a list of themes and possibly some key questions to be
covered, although their use may vary from interview to interview.
Unstructured/in-depth interviews basically informal interviews. There is no predetermined list of
questions to ask in this situation, although you need to have a clear idea about the aspect or aspects
that you want to explore.
Standard dependent
Standardized interviews
Non-standardized interviews

Standardized Non-standardized

Interviewer- One to one One to many

administered
questionnaires
 Face -to-
 Live focus groups
Face
 Internet-mediated
 Telephonic
focus groups
 Internet
mediated

Type of survey selected for this project

For interview purposes, we have selected non-standardized interviews, in which live focus group (one
to many) was conducted.
Focus Group Procedure
We conducted a discussion based on focus group which comprised of six participants from various
departments, four of them were males and the rest females. The discussion continued for almost 2.5
hours. The topic of discussion was about the dining experiences of the participants and the motive was
to record the values, priorities they consider and the common problems they face while dining out.
We also probed out their suggestion and expectations from certain restaurants.
For circulating questionnaires, we selected distributed questionnaire as we use electronic medium to
distribute them. These questionnaires were based upon deductive approach.
Why focus group?
Its actual purpose was to grasp the general idea about what opinions do people have regarding various
restaurants.
Why distributed questionnaire?
Due to the lockdown condition from the past few months as we are restricted to stay home, it was
impossible to distribute questionnaire directly so, we have shifted towards electronic medium.
Purpose/Context
The purpose of conducting this research was to understand our target market before starting our
venture. To probe out needs and wants by understanding certain mindset regarding restaurants and
their services, already serving in this area. Our aim was to figure out certain market gapes and
opportunities.
4.2 Variables
There are two generic types of variable which normally being used in research
Independent Variable represents a quantity that is being manipulated in experiment.
Dependent Variable represents the quantity whose value depends on how the independent variable is
manipulated.
4.3 Values
Six types of values are discussed and observed in this research project. Try to manipulate questions to
figure out response consistency regarding these values.
Quality Value means the usefulness or worth of product/service to customers. The questionnaire
regarding to this project measures quality by addressing questions regarding consistency about
services and food of restaurants along with the questions addressing their quality standards and how
much organized they are.
Economic Value measures how much benefit product/service is giving in terms of price.
Questionnaire addressing this value with the help of questions asking about price acceptability and
reasonability. Moreover, asking about how well resulting value justifies price a customer is paying.
Novelty Value measures that up-to what extent a certain experience is new and unique to customer. In
order to figure out novelty, the questionnaire includes questions regarding authenticity in taste,
uniqueness in experience and the difference customer finds between the experience he has of different
restaurants and how much the experience of their favorite restaurant is similar with others.
Emotional Value measures how much the certain product/service is emotionally stimulating and their
impact on moods. Questionnaire addresses this value by asking questions regarding customers’
happiness, pleasure and excitement regarding to the restaurant they love.
Social Value measures that up-to what extent certain product/services makes you socially acceptable.
This was addressed through how much a brand gives you social acceptability and how much the
certain experience relates to their personality. Moreover, are they likely to recommend that place to
their friends and family.
Knowledge Value measures how much a product/service educates its customer which can benefit
them in future. For this purpose, questions which are asking about calories and ingredients were
included along with the knowledge about variety of cuisine they have given them by that restaurant. It
also includes question about their knowledge regarding healthy option they know that restaurant is
serving.
Purchase Intention depicts the consumer preference of consumer to buy the product or service.
Questions which includes about customers’ preference regarding availing dining service of restaurant
again and about how strong the possibility of them visiting that place again.

4.4 Questionnaire Development

Questionnaire comprises upon three sections
 Section 1
Section 1 comprises upon cover letter in which researcher addressed to the participant who is going to
fill questionnaire about what is the purpose or context and background of research along with that
telling him/her about the timing within which he/she can fill the form.
 Section 2
Section 2 comprises upon question related to certain values which a person gets while he/she buys any
sort of product or service. These questions cover quality, novelty, economic, emotional, knowledge
and social value related queries. Moreover, it includes purchase intention questions as well.
 Section 3
This would be considered as the last part of questionnaire, in which researchers addressed some
demographic related questions which are generic not personal for example questions related income,
gender, occupation, age and education.
4.5 Scales
There are four types of scales which normally we use and are as follows:
Nominal scale
Focuses on only requiring a respondent to provide some type of description as the raw response. It
allows classification and is mutually exclusive.
How It Relates?
In this project related questionnaire, we use nominal scale in questions asking about gender and
occupation in demographic section and question in which researcher is asking about respondent’s
favorite restaurant. These questions have simple classification and no order.
Ordinal Scale
Ordinal scale allows the respondent to express relative magnitude between the raw responses to a
question. It is used for rank ordering, allows classification, is non continuous and there is no
difference between the importance of choices.
How It Relates?
This would be related to the question from demographic section in which researcher was asking about
respondent’s educational status, age and income.
Interval Scale
Interval scale demonstrates the absolute difference between each scale point. It is used when the
intervals are equal and there is no absolute zero.
How It Relates?
Our section 2 in which researcher asking questions related to certain values and about
recommendation respondent can give to family and friends lay under Likert scale because these
questions don’t have absolute zero and have extreme ends on both ends starts strongly disagree to the
end which is strongly agree.

Ratio Scale
Allow for identification of absolute differences between each scale point and absolute comparison
between raw responses. The interval between numbers are equal and the scales have an absolute zero.
How it relates?
In the questionnaire related to this project, we do not have question which have absolute zero like how
often you visit a restaurant which can have an option:
 Once a month
 Twice a month
 Not at all
4.6 Sampling Techniques
Sampling is the process of selecting units from a population of interest so that by studying the sample
you can fairly generalize your results to the population from which the unit were chosen.
Majorly comprised on two types
 Probability sampling known, non-zero probability for selecting any element from sampling
frame, this probability may be same or different for different elements. Sampling error can be
estimated.
 Non-Probability sampling is probability of selecting any element of population is unknown
and sampling error is unknown.

Sampling

Probability
Non-Probability

1. Simple random
2. Complex random
 Systematic 1. Convenience
 Cluster 2. Purposive
 Stratified  Judgment
 Quota
3. Snowball
Simple Random Sampling
To select n units out of N such that each NCn has an equal chance of being selected.
Procedure: Use a table of random numbers, a computer random number generator, or mechanical
device to the sample.
 Advantages

 Easy to implement with random dialing

 Disadvantages

 Requires list of population elements

 Time consuming
 Uses larger sample sizes
 Produces larger errors
Systematic Random Sampling
A statistical method involving the selection of elements from an ordered sampling frame.
 Advantages

 Simple to design
 Easier than simple random
 Easy to determine sampling distribution of mean or proportion
 Disadvantages

 Periodicity within population may skew sample and results

 Trends in list may bias results
Stratified Random Sampling
A method of sampling that involves dividing your homogeneous subgroups and then taking a simple
each subgroup, sometimes called proportional or quota random sampling.
 Advantages

 Control of sample size in strata

 Increased statistical efficiency
 Provides data to represent and analyze subgroups
 Enables use of different methods in strata
 Disadvantages

 Increased error will result if subgroups are selected at different rates

 Especially expensive if strata on population must be created
 High cost
Cluster Random Sampling
Divide population into clusters and randomly sample clusters. Measures all units within sampled
clusters.

 Advantages

 Provides an unbiased estimate of population parameters if properly done

 Economically more efficient than simple random
 Lowest cost per sample
 Easy to do without list
 Disadvantages

 Often lower statistical efficiency due to subgroups being homogeneous rather than
heterogeneous
 Moderate cost
Non- Probability Sampling
This sampling technique has four types, it is very simple types, based on subjective criteria.
 Convenient sampling
 Judgmental sampling/ purposive
More systematic and formal
 Quota sampling
Special type
 Snowball sampling
Convenience Sampling
The sampling procedure used to obtain those units or people most conveniently available
 Advantages

 Very low cost

 Extensively used
 No need for list of population elements
 Disadvantages

 Variability and bias cannot be measured or controlled

 Projecting data beyond sample not justified
Judgment or Purposive Sampling
This is selected on the opinion of an expert. The sampling procedure in which an experienced research
selects the sample based on some appropriate characteristics of sample based on some appropriate
characteristic members to serve the purpose.
 Advantages
  Moderate cost
 Commonly used
 Sample will meet a specific objective
 Disadvantages:

 Bias
 Projecting data beyond sample not justified

Quota sampling
It is first segmented into mutually exclusive subgroups, just as in stratified sampling. Then judgement
is used to select the subjects or units from each segment based on a specified proportion.
 Advantages

 Moderate cost
 Very extensively used
 No need for list of population elements
 Introduces some elements of stratification
 Disadvantages

 Variability and bias cannot be measured or controlled

 Projecting data beyond sample not justified
Snowball sampling
The sampling procedure in which the initial respondents are chosen by probability or non-probability
methods, and then additional respondents are obtained by information provided by the initial
respondents.
 Advantages

 Low cost
 Useful in specific circumstances
 Useful for locating rare populations
 Disadvantages

 Bias because sampling units not independent

 Projecting data beyond sample not justified

Why Convivence Sampling?

Due to the recent situation of lockdown it is impossible to deal with any other type of sampling
technique all we can do is to send questionnaire to all of those people who are in our contact list. Its
low cost and easy for us to manage as well. Our project is all about food and café, so most of the
people out there can be our respondents. So, we have selected those who are in our proximity and we
can easily contact them without breaching social distancing.
4.7 Data Collection Method
Data collection method for this project have done through questionnaire. We have formulated
questionnaire which involves question related values. Included dependent and independent variable
then to check effect we have made slight change in independent variable which will impact the
dependent variable and ultimately respondent’s purchase behavior as well.
4.8 Data Screening
Following are the steps to enter and screen out data in SPSS:
1. Enter data into SPSS data sheet by copying the responses from the online survey and pasting
them or if the survey is not online then one has to go for manual data entry.
2. Then convert the string variables into numeric ones so that data can be analyzed properly.
3. Highlight the missing values and then screen them out by either deleting the missing value
responses or either letting SPSS fill them by analyzing the mean values.
Maximum Value = 6
Minimum Value = 1
Missing Value = 0
4.9 Frequency
The number of occurrences of a repeating event per unit of time.
Favorite Brand
According to the statistics, people would love to go Sonehri Restaurant as we get 27.3% responses for
it whereas Kababish, Bell Canto and Café cravings got 24.0%, 13.3% and 19.3% respectively.
Gender
According to the statistics, 52.7% are females who responded and 46.75 % are males which means
females are more likely to dine out and choose vigilantly while dining out.
Age
Major frequencies lay between 20 to 35 years, which means young people are most likely to dine out.
If we figure out highest response value from these major frequencies it will be 23 years with
percentage of responses 16.7% after that 22 years with the response percentage of 13.3% and then 20-
21 years with 11.3% response figure. So, these age groups like to hang out with friends and family
and more conscious towards selection and quality. As we move further above 35 years onwards to
50’s, the response rate is getting low. Which means people of this age are not likely to dine out.
Income
People who lay in between income level of Rs.20,000 – Rs 30,000 with 38.0% are more likely to dine
out.
Education
According to the survey result, 65.3% respondents are from graduation background it means maybe
they are hostilities, freshly graduates, newly job holder or just finding a job. After that master’s level
respondents come up with 25.3% responses.
Occupation
38.7% respondents are those who are self-employed may be fresh graduates or master’s degree holder
with the reasonable salary scale of Rs 20,000 to Rs 30,000 fall in the age group 20 to 35 years.
4.10 Tests
Reliability
If the Cronbach alpha’s reliability value is between then 0.7 to 0.9 then the questionnaire would be
reliable. Reliability of our data starts from 0.649 to 0.869 which would be considered as reliable and
acceptable.
Validity
Our significance according to the ANOVA table is more than 0.5 which indicates that our data is valid
and quite trustworthy to work on.
T-test & ANOVA Test
According the analysis which we have done results more than 0.05. T-test have done for two values
like gender which can be only male, and females only restricted to two types but for others we have
gone through ANOVA test things with a lot of categories. Both resulted more than 0.05. So, values
should be less than 0.05 which means data is not valid.
4.11 Regression Analysis
While doing an analysis we use to have certain variables on which we are working and to observe
which variable is impacting we use to do regression analysis. It answers the questions:
Which factors matter most? Which can we ignore? How do those factors interact with each other?
And, perhaps most importantly, how certain are we about all these factors?

Values Beta Significance

Economic Value .062 344

Social Value .290 000

Knowledge Value .111 .145

Quality Value .263 000

Novelty Value .337 .001

The value of R square is 74% which means our variables are impacting 74% on our purchase
decision. Our graphs are linear and showing increasing trend which means they data is ready for
further analysis. Economic value is contributing 62% according to our analysis it means people give
priority to economic value the most as compare to other variables. In terms of significance we should
have to take that value which is less than 0.05 which means we have social, quality and novelty value
which are statistically accurate.
4.12 Graphs
4.13 SPSS Work