BUSINESS RESEARCH METHODS ISA

TITLE: A PILOT STUDY TO EVALUATE SALES OF THE "THICK TO RIPPED" CAFE

INTRODUCTION

 Thick to Ripped Cafe mainly caters to diet conscious people it uses the strategy of only serving Healthy meals to
stand out amongst the other Cafes. It is located in Dattawadi, Mapusa Bardez-Goa. Their speciality is to serve
food which mainly exclude excess oils, they only serve brown bread. The Cafe initially started of as a firm in 2020
during the hit of the Pandemic as home delivery service and soon Mr. Palash the owner, on 16 August 2021 was
awarded the most Iconic healthy food delivery by Times of India. Thick to ripped is a start up cafe recently started
3 months back which caters healthy meals
 PROBLEM STATEMENT OBJECTIVES
 To study factors influencing sales.  1) To study the marketing strategy of "Thick to
Ripped" cafe.
 2) To study the reason for unawareness of "Thick to
Ripped" cafe.
LITERATURE REVIEW:

LITERATURE REVIEW: HYPOTHESIS:

 consumer decision-making; consumers generally use brand awareness as a decision heuristic.
A known brand has a much better chance of being chosen by consumers over an unknown
 : Lack of Awareness leads to less sales.
brand.
 Granbois, O. (1979). "To study factors influencing sales." Says that Consumers’ purchase and
subsequent usage experience may predict brand awareness better, rather than the vice versa.
 Ishak, S. (2012). "To study factors influencing sales." Claims that the awareness is prior to
effective consumers' behaviors; while unawareness leads to ignorant and reduction of
individual capacity in protecting and upholding their rights against sellers' expropriations. 
 et al, B. (2003) " To study factors influencing sales." Claims that study is one exception; they
find brand awareness is an antecedent to brand market outcome (measured as profitability and
sales). However, they do not explicitly test for the causality relationship between brand
awareness and market outcome. Their study does not tell whether brand awareness predicts
brand market outcome or brand market outcome improves brand awareness. The causality
relationship between brand awareness and brand performance requires empirical
confirmation, and the current research takes on this challenge.
RESEARCH DESIGN

 The pilot study conducted included the sample size of 25 people and research Techniques which were used were
Purposive sampling as the population chosen was as per our group Convenience that is the General Public who
were very likely to be unaware of "Thick to Ripped" cafe. We also used Convenience sampling which was the
people who were customers, were asked to answer questions and responses were recorded
INTERPRETATION:

 Based on the research and surveys conducted the best way to create awareness of the cafe would be to Re-market the
cafe with a new Marketing strategy.
 1) Social media- don't stick to having an account, create reels, post pictures of cafe in different angles, add stories of
food items daily stay up to date.
 2) Advertisements- On Television, could be just one channel preferably a short ad. On Newspapers, find which is the
most purchased newspaper in Goa and focus on advertising it on the first page as it usually catches the attention.
 3) Banners- hang banners in public places next to Schools, colleges, parks, theater, bustand etc.
 4) Direction Boards- in and around the cafe area cover all possible ways which lead to the cafe, the borad should be
minimum size so can be read from a distance.
 5) Offers- Based on the research contained there were no offers or discounts given to customers to attract them. So
some give ways, Saturday offers, discount on the bill over 2000/- could be included
CONCLUSION:

Thick to Ripped is an excellent cafe which aims at a "Balanced Healthy Life". It has
healthy meals, fantastic interiors as well as service where in the order is given within 8
to 10 minutes. The only loop whole about the cafe is it remained dependent on their
already existing home delivery customers for Word of mouth. They marketed through
Social media on Instagram and Facebook only, where the Instagram account has 1000
pluse followers half way less to its competitors eg: Lio Loco, Andeys cafe etc. And
based on the Research we come to the conclusion that insufficient Marketing caused
lack Awareness about the cafe which lead to lack of customers and hence less sales.
FUTURE RESEARCH AND LIMITATIONS
SUGGESTIONS FOR FUTURE
RESEARCH
 Constructing the same research in a new context, location
and/or culture- so Accordingly, we can propose future studies
that can address the same research problem that is To study
factors influencing sales in a different settings, context,
location and/or culture.
 Addressing limitations of research- that is the sample size, we
can propose future research suggestions that the research
could be made on broder appropriate sample Size.
 Building upon findings of the research- Based on the pilot
study we Would want to dive deeper into the unanswered
aspects of the research problem.
LIMITATIONS
 Lack of previous studies in the research area- We have chosen to explore the lack of
awareness of Thick to Ripped Cafe so as to increase sales in future, and was unable
to find tons of scholarly paper addressing the research problem, because the cafe is
a start up and a recently started 3 months back.
 Sample Size- 25 participants Considering that the Mapusa population has 36,989
thousand people, so we cannot generalize the results based on only 25 respondents.
 Data Collection Process- the way in which you collect data can represent a strong
limitation. So the research survey was conducted in the cafe on spot with customer
where some may have been distracted mentally because of the food others in rush
to head back hence there is a possibility of the information beings fawled and byass
so it is a limitation.
 Time- As students we have a deadline to turn in our work. We Would do better
work if we had more time. Of course! we dont have unlimited time to do research
and collect data. For this reason, “time” is a limitation for this study.
QUESTIONAIRE (GENERAL PUBLIC)

Q.1 Have you heard about Thick to Ripped

Cafe in Mapusa? Q.2 In your opinion, what could be the
reason people aren't aware about the cafe?
 Yes
- Location
 No
- Lack of Marketing
Question 1 Question 2
- Start up 
NO
15%

Marketing
100%
YES
85%

YES NO location Marketing Strat up

 QUESTIONAIRE (GENERAL PUBLIC)

Suggestions for Thick to Ripped Cafe to What could be a good marketing strategy for
increase Awareness the cafe?
- Change Location - Advertising on Television/ newspapers
- Change Interiors - Banners
- Adapt new Marketing strategy - Handouts
Question 3 Question 4

location offers
23% 23%

Banners advertising
15% 62%
new marketing strategy
77%

location interiors new marketing strategy advertising Banners Handouts offers

QUESTIONAIRE (CUSTOMERS)

How did you find out about this cafe? The food served is
- Social media - Not good
- Word of mouth - Good
Question 1 - Excellent Question 2

word of mouth social media

49% 51%

excelent
100%

social media word of mouth excelent good not good

 QUESTIONAIRE (CUSTOMERS)

Q3. Why do you feel people aren't aware about Q4. Would you recommend this place to friends and
this cafe? peers?
- Location - No
- Not marketed well - may be
Question 3 - sure Question 4
- start up
location
start up 17%
25%

not marketed well sure

58% 100%

location not marketed well start up sure maybe no