SOM LALIT INSTITUTE OF MANAGEMENT STUDIES

VARIOUS FACTORS INFLUENCING THE SUCCESS OF A HANG OUT PLACE IN AHMEDABAD

Research Paper Submitted to
Kalika Bansal Faculty of SOM LALIT INSTITUTE OF MANAGE MENT STUDIES.

Asma Jahan & Drishty Raichura

1/25/2013

Index
TOPIC Acknowledgement Literature study Introduction Research methodology result calculations Discussions Conclusion Limitation References Pg. no 2 3 3 6 9 9 15 16 16 16

Abstract:
There is no sincerer love than the love of food.- G. B. Shaw The food that a countrys citizens eat is what a major part of their culture is; its a representative of their society Eating at home remains very much inbuilt in Indian culture. The growth in nuclear families, particularly in urban India, exposure to global media and Western cuisine and an increasing number of women joining the workforce had an impact on eating out trends. This has leaded us in a new era of eating Fast Food The name it self suggests the meaning the food that can be prepared and served very quickly. The era of 21st century has been welcomed by a changing culture in India. The youth are to be considered just for the reason that the Indian population is a young population as approximately 60% of the total population is below 30 years of age. There are various reasons that have lead to the change in the shift from traditional to modern. The comfortable, happening, sophisticated calls the young mass. This article is an attempt to study the factors for the success of a hangout place in Ahmedabad.

This research has basic relation to the hospitality sector. The need for improving the quality and standard of the restaurants has led to this study. Today with the youth on the rise it is a need for every entrepreneur to study the reasons why these places succeed and what attracts the customers and people to these places. This report has the practical aspect of the data being collected from places which are actually following the principal of improvising to meet the needs of the changing time.

Acknowledgement
We are grateful to Ms. Kalika Bansal the faculty of SOM LALIT INSTITUTE OF MANAGEMENT for giving us the opportunity to work on a research paper and Somlalit institute Of Management studies for exploring our reach 2

to the practical knowledge. We are highly obliged for the support of Shikshan Tirth classes and Navkar Institute students and all the people who helped us at our research locations. We are highly thankful to Bushra Jahan and Rajat Singh for helping us interacting with teenagers. It is not possible without the support of our parents and god for always being there with us.

Asma Jahan & Drishty Raichura

Literature study
The research paper titled youth places and spaces: case studies of two teen clubs is by Karta A Henderson, university of north Carolina at chapel hill Kathryn(kat) king, MSRA community partnership, Raleigh, NC The main idea behind this study was to describe some of the dimensions of the cultural and social geography of youth leisure based on case studies done in two teen clubs of southeastern university of community. The conclusion out of the study was that these clubs were the space where the young people wanted control of their autonomy. Having fun sitting talking with ones friends in a safe environment is not typically a form of recreation programme, yet it was important and was valuable in the foundation for teens. Another literature study was; The shopping Mall: A teenage hangout by Kathryn H. Antony PhD The study was done at Puente hills malls in industry a suburb of Los Angeles, California in an enclosed mall containing about 200 malls by interviewing face to face with random sampling of 51 adolescents of high school students. The findings of this research were teenagers do not spend much money in the mall despite the large amount of time spent there. Teenagers defined mall as a third place after school and home for enjoying social life where they can enjoy democratic friendship; a sense of belonging while yet retaining a distinctive personal identity.

Introduction:

Gujarat state
Gujarat state is an amalgamation of a flourishing with cultural diversity and its true colors of rich heritage and cultural traditions. Dating back to history with the Harappan civilization, the state becomes a confluence of many religions Hinduism, Islam, Jainism and Buddhism. The Gujarati culture blends in arts, beliefs, customs, traditions, institutions, inventions, language, technology and values. Gujarat and Gujaratis are incomplete without mentioning the importance of food, and it is rightly said Jya jya vase Gujarati, tya tya vase Gujarat (Meaning: Wherever in the world Gujaratis live, there exists a Gujarat)

Ahmedabad the largest city of western Gujarat located on the banks of Sabarmati River which is the financial and the industrial hub of Gujarat and also the most populated District in the State, with 7.20 million people. Tourism is the economic engine for growth. With tourist inflow rising in Gujarat, hospitality sector players have started showing their interest in setting up new hotels and restaurant. The youth population of Gujarat is 30% of the total population.

Food culture of Gujarat

In addition to their good sense of enterprise, Gujaratis are also famous for their passion for good food. They generally lead a sedentary life, and most of their outings, celebrations and activities revolve around eating. Two movements led to a very high degree of vegetarianism in Gujarat. One was the strong Jain influence in the area even prior to the 6th century B.C. when the teachings of Mahavira had a powerful impact on the people. Numerous Jain scholars subsequently exerted a strong influence, like Hemachandra (11th century AD). Even King Kumarapala, a meat eater in his youth, was influenced later by Jainism. In the 12th century AD he issued edicts against the slaughter of animals, called amarighoshanas. Vaishnavaism, which also enjoins abstinence from meat, received a strong impetus from the preachings of Vallabhacharya, who formed the Pushti-Marga sect in the 15th century AD. Today two-thirds of Gujarat is vegetarian, the highest proportion in any Indian state. The Jain population doesnt even include spices like onion and garlic. Yet their food is extremely delicious. This proves the culinary skills of the people of Gujarat .The people of Gujarat have a sweet tooth, which is reflected in their cooking. Every dish is sweetened, be it a vegetable preparation or the simple dal even pickles and chutneys are flavoured with jaggery and sugar. Seasoning of food is given great importance with mustard, fenugreek, thyme and asafoetida used both for flavors and as digestive purpose.

Ambience plays role:

Ambience has become a pivotal concern for tourism and hospitality managers worldwide. In an effort to improve the ambience, different groups of professionals are involved, in particular hospitality managers and outside experts, e.g. designers and architects. Ambience acts as a promotion tool used to communicate the image. An attractive ambience is just like an icing with cherries on the cake. A striking ambience draws the attention of the Customer & enables him to take in a different world of relaxation. The shoppers which comprise mostly of the youth desire a comfortable place, so that they can stay for longer on each visit. Youngsters would tend to be at a leisurely pace at such places. The store ambience is responsible to create a difference between a forgetful transaction and a memorable experience.

Hospitality and business scopes:

The people of Gujarat are globally recognized as highly entrepreneurial and industrious. The risk taking ability, along with the mature level of commercial knowledge, has made the State the fountainhead of a new enterprise. Gujarat boasts of being the leader in exports of processed food and vegetables in India with a strong base of 3,700 small scale and 150 large & medium scale food processing units. Companies such as ITC, Amul, Hindustan Lever, and McCain have explored the Potential of this sector in Gujarat. Ahmedabad is the latest buzz for most Indian and overseas hospitality chains which are looking to get a foothold in the corporate travel hotel accommodation space in India's western region. 4

A survey by the confederation of Indian industry (CII) on hospitality insights suggests that most of the investors prefer Tier I cities, primarily Mumbai and Delhi, as per the views expressed, continue to be the most preferred locations for expansion. However, more than one-third of the respondents did indicate a willingness to invest in Tier II towns to capitalize on the growth of domestic travel.

Natrani
The most preferred place among youth to hangout according to our survey is caf Natrani and Zen caf. Natrani caf the open air caf in Ahmedabad is unconventionally built Red bricks, broken mirrors, tiles and Kota stone pieces all these factory wastes have been put to maximum use in the available space in Natrani caf inside Darpana Academy in Usmanpura run by Mallika Sarabhai. Its a relief place in the hot and humid atmosphere of Ahmedabad as it provides a cool and relaxed ambience amidst the greenery with birds chirping and sometimes the sweet voice of peacock makes you feel elite. Natrani Caf offers lot of options with Gujarati, South Indian, Tibetan and Italian cuisines. Toast, sandwiches, coffees, masala chaas (buttermilk), Gujarati thali, chaat, Idli, dosa, vada, lassi, iced tea, and different delicacies of egg are there in the menu. Another aspect that you will take back from here is the eco-friendly plates Made from betel leaf and ceramic glass these are worth a second look.

Zen caf
This is an outdoor cafe with cane chairs and tables set on a plinth in front of the entrance to the subterranean art gallery, Amdavad Ni Gufa - built by the famous architect B. Doshi, to house MF Hussain's frescoes. Ahmedabad's artsy set drops in here for coffee and bites over chats after an exhibition at the neighbouring Herwitz Gallery, Kanoria Arts Centre or the Leila and Purushottam Hutheesing Visual Art Centre. In short Zen caf is a place as they say where you relax focus and meet! Architecture and design students from the CEPT University too hang-out after classes, a place for relaxed snacking and people-watching, Cafe Zen offers pretty good Cappuccino, Espresso and Lemon or Mint Iced Tea. They are among the few places that offer French Press Coffee in Ahmedabad, and have freshly squeezed juices on offer too. You'll also get a more-than passable level of pizzas, Paninis, sandwiches, Paneer Kathi Roll, Nachos and brownies.

Shambhus coffee bar:

Established in 1998 Shambhus Coffee Bar is today is the most popular hangout place of the Ahmedabad. Over a decade Indias Shambhus coffee has just got younger with new fans, new flavors and new offerings. It said to be the favourite coffee bar not only for the teenagers but also for business executives, couples & families. Its a place to relax in a warm and invigorating ambience where the taste of real coffee will make you forget all your troubles. The menu boasts of elaborative options for you to enjoy delicious finger-licking food with shakes, juices, and mock tails. The cold coco of Shambhus is the most popular drink to have.

Manek chawk
This quarter, the oldest of the city, is named after the 15th century saint Baba Maneknath. 5

This bustling open square near the centre of the city functions as a vegetable market in the morning and a jewellery market in the afternoon, the second biggest in India, at an apparently 3 million rupees of annual turnover. It is most famous, however, for its food stalls that start to emerge around 8 in the evening, with various local street snacks and goodies. You can find from south Indian to Chinese, Mexican almost all the cuisines over here. People can have food here till 1:00am. Its the place where you can find people from all the age groups from all the class enjoying together.

Law garden food street

Snacking on the streets in Gujarat is an adventurous experience if you walk down the busy streets of Ahmedabad in the Law Garden area. Law garden is famous for its chaniya choli bazaar but it is also popular for its food street which serves all kind of cuisines. Its a place where mostly people enjoy after shopping. Famous local brands of pav bhaji and kulfi etc are popular among the eaters. The famous bhakri pizza (made from wheat bread) is also popular over here.

Research methodology
Objective for study: To determine the factors for success of a hang out place in Ahmedabad. Null Hypothesis: Factors such as ambiance, cost and food do not have an influence on the success of
a hangout place in Ahmedabad.

The research has been done on to study the success of hangout places in Ahmedabad. There is a large variety of hangout spots and they differ in the various factors such as atmosphere, food (cuisine), the proximity and various other factors. We have also observed that people visit the place for various reasons. Eating at a hangout spot is not the only factor, but the youth and people actually prefer a place where they can spend time and also feel comfortable and relax. The idea behind the hangout place is a place where the youngsters would prefer to sit or get together to spend time and meet each other. These places serve as a meeting spot and also can be used as a platform for starting or doing some activity. We have decided that on the basis of our variables i.e. Food, Cost and Ambiance we would select places which would fit into the category. We have taken food because most of the people would prefer some food joint in association with the place they spend time. Cost was considered as a factor because a large portion of the population is in the middle class, hence the cost factor often determines where and what a person does. Ambiance or atmosphere is the most important factor on which most of the eatery joints, or other hangout spots bank on. These are some of the hang out places which we decided to take that would justify the variables selected by us. We selected the places which were in the different parts of the city and hence it would cover a large and a varied geographical area. The crowd at these places is different and also their taste preferences also vary. The cost aspect is some what the same in all the places and so does the ambiance factor. The food is different depending on the place, but the food of that place justifies the place. Hangout places: Zen Caf 6

This is an outdoor caf built by the famous architect B. Doshi, to house MF Hussain's frescoes Natrani Caf Natrani caf the open air caf in Ahmedabad inside Darpana Academy in Usmanpura run by Mallika Sarabhai Shambhus Established in 1998 Shambhus Coffee Bar is today is the most popular hangout place of the Ahmedabad Malls (Alpha 1) The 3100 sq feet store which houses Jack & Jones and Vero Moda is the epitome of fashion for both men and women. Nestled in one of Ahmedabads largest malls, both brands cater to the fashion conscious youth of Ahmedabad. The store interiors are minimalist yet glamorous much like the other stores across the globe exuding the shopping experience of a European fast fashion brand. Careful detailing has been put in right from visual merchandizing to the decor to ensure the same shopping environment as a Jack Jones/Vero Moda store in any international destination Law Garden Food Street Law garden is famous for its food street which serves all kind of cuisines. Manek Chowk Food Street This bustling open square near the centre of the city functions as a vegetable market in the morning and a jewellery market it is most famous, however, for its food stalls that start to emerge around 8 in the evening till late night.

Sampling procedures

The samples were selected using the cluster sampling method. The sample size is 110. The sample was selected in all the places which we had selected as our research areas. The individuals which hang out at Zen caf, Natrani caf, Shambus, Manek Chowk Food Street, Law garden food street and the malls. The questionnaires were given to people who visited these places. We wished to study the main causes for why people preferred to hang out at these places. For this reason the regular customers or those which had been suggested to us by the proprietor were selected. Of course it was not possible to select the same amount of sample from each of the place and only those who were there since the places were started. So we decided that the people who visited the place with their friends and also if they were visiting that place since past 4 months atleast then they would qualify in our necessary sample. We did not have the gender separation in the sample. Also our sample age was between 16-25 years. The late teens, early adults and youngsters are those people who hang out the most in these places also the youth of today has found a new way of socializing and that is by hanging out at their favourite spots. Traditionally the system has been prevalent in all cultures and now it can be seen more in the youth of today Hence we decided to target the age group and people who frequently visited these places and for whom these places equipped themselves.

Instrument for study

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The method for study was the survey method. The instrument used to collect the data here was a questionnaire containing 18 questions. This questionnaire contained close ended, open ended and Rankin questions. The questionnaire was designed in such a way that we would come to know the frequency with which the individual hangs out and also why they prefer to select a place. The initial questions are general where the respondent would answer which places and with whom he generally hangs out. Then we gave them the 6 places selected by us on the basis of our variables and asked them to rank them. Then was the importance of the variable part. Which and how much the variable was important. We also decided to study malls which were an upcoming hangout place. We decided to add some open ended questions because we wanted to know what were the general opinion and insights of the people. The open ended questions gave us newer hang out places which were very popular and also why an individual would want to visit that place.

Administration of questionnaire:

The questionnaire was given to the people who visited the place more regularly. Also, the age group was our specific concern as we were studying the age group and the habits of that specific age range only. The questionnaire was filled in the presence of the researcher only. The study included many places and so there was a chance that these people might have different ideas. Hence it was important that the samples be of all the 6 places selected. Of course the number of questionnaires filled varied from place to place.

Variables

The variables used in this study are ambiance, food, and cost. All these factors are independent variables when it comes to study because it is not in the control of the researcher but rather the proprietor of the place. When we considered malls as hangout place we also considered movies as an important variable. Majority of the malls house multiplexes today. That is often a reason why people visit a mall. Hence we wanted to study if this assumption was right or not. We have decided to study the ideas and opinions of the individuals in the group of 16-25. We specifically chose this group because the youth of today has found a new way of socializing and that is by hanging out at their favourite spots. Traditionally the system has been prevalent in all cultures and now it can be seen more in the youthof today. Ambiance The ambiance or atmosphere of a place is a very important thing which attracts a person. The feel of the place is what people come to enjoy. Food The eating habits of the people vary and their choice in food also varies. A place which has good, hygienic food is a place where people prefer to hang out the most. Cost The pricing of the place determines what kind of people would visit it . aslo the fact remains whether the cost justifies the quality and the need of the person.

Statistical analysis
In order to measure the importance of the variables the percentages of them in the answers by the sample has been considered. Since it was a non-parametric test which had multiple options, the base could not be actually considered. The places which had been chosen on the basis of our variables have been studied on the basis of correlation. The basic idea is to find out whether the places and the variables on the basis of which they were selected had any dependency or not. If the correlation between the places were high and it was supported by the pie charts and the percentage weightage of the variables then the null hypothesis was rejected.

Results
Data collection
The 110 questionnaires were given to the sample which mainly consisted of students between the age group of 1625 years. The individual should also be a regular visitor of that place and should also be a follower of the hangout concept. The questionnaires were filled by the frequent visitors of Zen Cafe, Natrani Cafe, Shambus, Manek Chowk Food Street, Law Garden Food Street and the Malls. They should be a customer if, not frequent then at least since past 6 months. Demographics of respondents

Of the complete sample, more females gave responses. About 75 out of 110 were females. And compared to them the males were more reluctant to answer, making their numbers a mere 35 out of 110. The reason for this was that females were more comfortable in answering the questionnaire seeing that the researchers were females. On the other hand the males did not like anybody interfering in their free time and often felt that this task was a nuisance. The majority of the questionnaires were filled by individuals who were of 18 yrs, almost 23% of the individuals were of this age followed by 19% who were of 21 years. The third highest was 22 years with importance of 13% and 12% of 17 years. The remaining age group had nominal importance. The age group of 23-25 had less interest for filling up the questionnaire because they were mostly busy and so did not wish to spare their time in filling a questionnaire.

Calculations and tables

The variables under study were Ambiance, food and cost. After seeing the trend of the hangout culture we also decided to add malls as a prospective place in our research. On the basis of that when variables for study were being considered we asked the individuals to select one or more of the five options ambiance, food, cost, movies and other. This was a non parametric data and had multiple choices as answers as well.

Table 1: Variable Ambiance Food No. of people selecting it 20 18 9

Cost Movies Other AMB,C AMB,F C,F C,M AMB,M F,M AMB,M,C,F AMB,M,C AMB,C,F AMB,F,M CHART 1

1 1 8 5 16 3 3 3 1 10 1 15 5

As can be seen in the table and pie chart above, ambiance has been ranked as the highest as a very important factor as to why the individual would like to visit the place. About 18% of the respondents consider it as the most important thing when they choose a hang out spot. Not only ambiance, but rather, combination of ambiance with food and food and cost was 14%. Food was another very important variable which was considered by people when they chose a hang out place. About 16% was the importance given to food. When considering an overview, i.e. all the variables, then that were also about 9%. Surprisingly cost was not a very big factor as to why the people chose a hangout spot with its importance being mere 1%. Also, many people had other reasons for visiting a hangout spot. The reasons varied from their choice for a secluded and peaceful place to shopping and choice of brands available in malls.

TABLE 2: Importance of cost no of people selecting it 10

VIP IMP NIMP IRR CHART 2

19 73 12 6

As can be seen in the table and pie chart above, we can judge the importance of cost among the respondent. Many people considered the cost as an important factor making it 66%. Only 17% thought it was very important where as 11 % thought it was not important. There were people who also felt that cost did not have any influence on their choice of a hang out place. Hence we can see that though cost is a variable to be considered it had an average importance when it came to influencing a hangout spot.

TABLE 3: Importance of food VIP IMP NIMP IRR CHART 3 no of people selecting it 65 41 3 1

Food was another factor while selecting a hangout place. Most of the people preferred to have food joints as their hang out place as that would be an add on. They get to spend time and hangout as well as share a meal which is a very important socializing means. From the table and pie chart above we can see that majority, i.e. 59% of the 11

people preferred to consider it as very important and 37% considered it as important. Only 1% considered it as irrelevant. Hence we can say that food was a very influential variable when it came to selecting a hang out place. TABLE 4: Importance of ambiance VIP IMP NIMP IRR CHART 4

no of people selecting it 48 53 9 0

When it comes to ambiance as a factor for selecting a hang out place, it is probably the most important among the respondents. As seen from the table and pie chart 48% people consider it as an important factor and almost similar amount of people, i.e. 44% consider it as a very important factor. There is nobody who considers it as an irrelevant factor. Hence it is clearly visible that ambiance is the most important and influential factor when people decide a hangout place.The feel of a place is what generally attracts a person. Here the group being considered is the teenagers and youngsters. These are the people who believe in socialising the most and prefer to hang out with their friends.

TABLE 5: no of people selecting it 2 13 25 7 9 21 14 6 8 12

Age 16y 17y 18y 19y 20y 21y 22y 23y 24y

25y CHART 5

Another very important factor in our study was the age group. This study of hangout place was more centred on the age group between 16-25. When a general study was done of which age group hangs out the most we found that the 18 year olds and the 21 year olds hang out the most. Their importance was 23 % and 19% respectively. The reason for this is because the 18 year olds have just turned adults and have all the freedom from the parents. The 21 year olds have just graduated and so they too have just started jobs are further pursuing their careers which gives them majority of the time to relax. On the other hand, the 16 & 17 year olds have their boards and so are less as compared to the early 20s. Another age group which has difficulty in hanging out is the mid 20s, i.e. 24-25 year olds. These people are set in their jobs and have entered into the tough competitive life. So we can judge that the age factor also plays an important role when it comes to deciding what kind of people would hang out.

Spearmans Rank Correlation test.

The hangout places which we selected to determine whether there was any correlation between successful hangout spots and the variables that we had decided to study. For this, we asked the respondents to rank the places according to their preferences. They did so and we conducted the spearmans rank correlation test to determine if the correlation was significant or not. As per the data collected we got 15 combinations between which we did the correlation test.

TABLE 6: Combinations LAW GARDEN FOOD SHAMBU'S STREET MANEK CHOWK FOOD SHAMBU'S STREET MANEK CHOWK FOOD STREET LAW GARDEN FOOD STREET Z VALUE

0.996596

10.4047704

0.996249

10.4011462

0.99821

10.4216222 13

NATRANI CAF

MANEK CHOWK FOOD STREET LAW GARDEN FOOD STREET

0.997665

10.4159255

NATRANI CAF NATRANI CAF ZEN CAF ZEN CAF

0.99739

10.4130566 10.3976632 10.4131956 10.4391298

SHAMBU'S 0.995916 MALLS NATRANI CAF MANEK CHOWK FOOD STREET 0.997403 0.999887

ZEN CAF ZEN CAF MALLS

0.996159

10.4002049 10.4012874 10.3989341

SHAMBU'S 0.996263 NATRANI CAF MANEK CHOWK FOOD STREET LAW GARDEN FOOD STREET 0.996037

MALLS

0.996186

10.4004873

MALLS MALLS

0.996267

10.4013345 10.4070297

SHAMBU'S 0.996813

From what we calculated in the correlation test and the Z score which we get, we realise that the correlation is really high between these places. These places are the most popular hangout places in Ahmedabad. Many surveys have covered these places and articles in the newspapers also involve them. The correlation between Zen and Natrani caf is the highest, i.e.0.999887. Most of the correlation is around 0.9999 only. This shows that the factors which we had associated with the successful hang out places are relevant and have a high impact of the success of that place.These places have been selected on the basis of the variables food, ambiance and cost. As shown in the table 6, the correlations and z score for all these are really highand almost equal. Hence we can say that there is a significant relation between these places and also they have the common variables which play an important role in the success of the hang out places. Natrani caf and Shambus have the least correlation and this is because of the change in the atmosphere between these two places.

Discussion
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As shown in the chart 1 the people would prefer more to go to a place where they have a good atmosphere and ambiance. Malls ranked the highest in that category because they had a combination of all our chosen variables. Here the correlation between the all the combinations is very high as per the calculations of the table 6. From this we can imply that these places are very common among the people. These places were chosen on the basis of their resemblance to our variables. They fully justified our study and hence the high correlation does imply that the factors play an important role when it comes to the success of a hang out place. Here, the highest correlation value is between Natrani and Zen cafe. These places have an amalgamation of dramatics, music and the place where one can have peace. The second factor which was rated as important among the sample was food, also when we studied the menu of these two cafes we found that they catered the most to the need of youngsters. Then comes the combination of ambiance with food and cost, this was rated as the third highest important thing the youngsters would think about while selecting a place to hangout. These people prefer to hang out in malls but movies are not the only reason, infact movies have the lowest importance, food courts ranked higher. While comparing these places we came to a conclusion that the variable were justified by the places and hence were supporting the success of the place. The age plays a very important part in determining where the people hang out and why they choose a particular place to hangout. As seen, females are more agreeable in answering the questions. They choose the place because their friends visit these places and it becomes a place to socialise. From the table 1, 2,3,4,5 and chart 1, 2,3,4,5 respectively we get an idea which factor among the 3 chosen factors have a greater importance. Ambiance of a place is what matters and then comes food. Hence, today the people would like to go to a place which gives then a classy or different atmosphere and which gives them food which is worth their money. They do not consider cost as a very important. The malls have turned out to be a new and upcoming place where people hangout. The various reasons for this is because the malls have all the thing, food, shopping and movies under one roof. 75% of the public have answered Alpha 1 mall as their favourite mall. This is because they believe that this mall meets all their needs. Many also answered that since this mall was new; they had more fun discovering new things here. The most common mall named by the respondent when asked which mall they like to visit was Alpha 1.about 76.4% of the total respondents answered that they visited Alpha 1 mall. We wanted to know about the various places where the people liked to hang out and we got varied answers for it. Many preferred to go cafes and restaurants to hangout while some teenagers also preferred hanging out at their friends houses or in Rajpat club or Karnavati club, which are some really popular places in the city. Dannys caf was another spot which was most visited by the youth. We also wanted to know if need connectivity was important for the people or not. We found that net connectivity is important but not as much as ambiance. However here the sample got divided into an almost half. 28% rated it as very important need and 33% rated it as an important factor. This shows that almost 50 % of the total sample felt the need for good net connectivity. Whereas the remaining felt that net connectivity was either irrelevant or not important for them. In order to study more in this matter we also wanted to study the upcoming trends and needs of the customers when it comes to hangout place. The BOOK-CAF is a western tradition which is now slowly approaching our culture as well. We wanted to study how many people liked this concept or felt the need for a book caf. There were people who were undecided in this matter. But about 50% said that they felt that the system of book cafes should be started in our city as well.

Conclusions
From this research and calculations we can conclude that the variables such as food, ambiance and cost play a very important role in the success of a hang out place. 15

Hence our null hypothesis is wrong and we will not accept it. So, some of the factors for success of a hangout places are ambiance, food and cost, with maximum importance given to ambiance and then cost.

Limitations
There are some limitations in this research. The data collected was of this specific age group and hence can not be generalised on all age groups. One of the questions was if the individual visited the place because his/her friend visited it or because they liked to visit it. Most of them answered that they visited it because their friends visited it though it may not be true. Another major problem that we realised was that people were reluctant in declaring as to whom they liked to hang out with. Many would be hanging out with their partner but they answered as friends.

References
The shopping Mall: A teenage hangout by Kathryn H. Antony PhD The research paper titled youth places and spaces: case studies of two teen clubs is by Karta A Henderson, university of north Carolina at chapel hill Kathryn(kat) king, MSRA community partnership, Raleigh, NC "State Profile" Gujarat State Portal. 25 jan 2013 <http://www.gujaratindia.com/state-profile/demography.htm>. "Hospitality Insights" Price waterhouse coopers (2012): . Shah, Dr Meena. "Habits To Break" India today .

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