ROYAL BUSINESS COLLEGE

Diploma in Business Management

Level 7

Assignment: Marketing Research

MAR8085&8086
SUBMITTED TO SUMMITTED BY
GAURI PATIL PRITHIPAL SINGH
STUDENT ID

A6894

Table of content
Proposal
Time frame
Introduction
Research objectives
Need of study
Scope of study
Objectives of study
Research methodology
Research design
Qualitative research
Quantitative research
Objectives
Data collection
Primary data
Secondary data
Sample process
Survey Question
Data analysis

Research result
Discussion
Consultation
Recommendation
Limitation
Time frame
Objectives
Research progress
Develop international market
Recommendation
Influencing factors (Political, legal, cultural)
Reference

Proposal

Smart India restaurant in New Zealand marketing and sale department due to fewer
sales as compare to other sale like as caf deli. I am trying to research why its sale
less from other restaurant in New Zealand.
Research objectives:
Strategy to improve the product, To attract the consumers more.
I will take information using internet talk to customers.

TIME FRAME

Date
Title
Time/duration
24april
Introduction, need of study, scope of study, and finds 4 days
to28april the problems and makes a objectives.
2014
28april-15 History of company, research methodology, data
18 days
may
collection, secondary data and primary data.
15may- Survey question , analysis and interpretation
10 days
25may
25may-10 Discussion, consultation, limitation, recommendation 15 days
June
10
JuneSurvey question of quantitative research and analysis 5 days
to15 June International marketing consultation proposal and
recommendation

INTRODUCTION OF SMART INDIA RESTUARENT IN

NEWZEALAND
Smart India restaurant was established in 1993, as Tarangas first authentic
Tandoori Indian Restaurant. Operated by Pradip Patel, we serve each dish using the
highest of quality ingredients; with produce locally bought and meat organically
raised and sourced from Cambrian Meats. Headed by specialist five star chefs from
India, our aim is to deliver a combination of classical Indian dishes, and friendly
service. Organically farmed Beef and Lamb. Gluten free meals and Naan Bread
available. We also offer BYO services and cater to large groups, if Smart India is a
renowned, authentic tandoori Indian restaurant. It's located in the very heart of
CBD - the perfect relaxing place for a quick lunch or a romantic dinner. If you're a
foodie at heart, you'll know you've hit the jackpot the second you step through the
door. Smart India has been highly recommended by Lonely Planet Guide, Rough
Guide and Let's Go Guide, gaining international recognition for its super service.

Smart India is a family business. Founded by Sukhi Gill in Dunedin in 1991, the family restau
humble beginnings to a nationwide business, with over 17Smart India restaurant throughout New

HISTORY:

Sukhi Gill began with a small dairy and adjoining fish and chip shop, in Ravens Bourne just out
Sukhis mother and father visited from India, Sukhi decided to add a few Indian dishes to the
menu. Soon there were lines of people down the street wanting to enjoy the new Indian dishes. W
stove struggling to keep up with demand, Sukhi an accountant decided to open a New Zealan
After training in a family friends restaurant in Australia, Sukhi returned and opened the first Sm
in 1991.

Food of Smart India

We cook the legendary Indian food dishes of North India, The Punjab. Our careful preparatio
food beautiful to behold and addictive to the palate. We also use traditional tan doors which hav
fired by charcoal. They give our naans and meat their authentic flavour. Check out our online
one of our restaurants today.

A (1.3) RESERCH OBJECTIVIES

My main motive is to know about the problem of the company. Increase the sale
of the company. Raise the popularity in the market. Update all information.

(A) Need of the studies

It is important to know about organisation status before doing any kind of research
because if we not know the companies profile than we are not able to get correct

result.
( B) Scope of studies.
It gives understanding of doing work that where you have to improve and how.
(C) Objectives of the studies.
Why the company has fewer sales?
Right place of open the restaurant.
Survey about food quality.
Try to improve the facilities of the restaurant.
By applying some good strategies try to find out needs and want of customers.

I am going to find out what kind of challengers they are suffering and how smart
restaurant overcomes them in sustaining their company name.

(B) Research Methodology:

Research is a structured enquiry that utilizes acceptable scientific methodology to
solve problems and create new knowledge that is generally applicable. Scientific
methods consist of systematic observation, classification and interpretation of data.
Although we engage in such process in our daily life, the difference between our
casual day- to-day generalisation and the conclusions usually recognized as
scientific method lies in the degree of formality, rigorousness, verifiability and
general validity of latter. This kind of methodology includes interviews, surveys
and research .A structured questionnaire survey design was used because of it was
an inexpensive, convenient and efficient way of collecting a large and varied
amount of information from the target audience pertaining to the restaurant dinning
behaviour, interests and media preferences. The survey design included a variety of
close ended questions related to the research objectives. The sample design
selected for the survey matched the target audience defined by Smart India

Restaurant.

(3.1) Research Design:

A research design is a systematic plan to study a scientific problem. The design of
a study defines the study type (descriptive, correlational, semi-experimental,
experimental, review, meta-analytic) and sub-type (e.g., descriptivelongitudinal case study, research question, hypotheses, independent and dependent
variables, experimental design and, if applicable, data collection methods and a
statistical analysis plan.

(C) Data collection:

Qualitative researchers face many choices related to data collection ranging from
grounded theory practice, narratology, storytelling, classical ethnography, or
shadowing. Qualitative methods are also loosely present in other methodological
approaches, such as action research or actor-network theory. The most common
method is the qualitative research interview, but forms of the data collected can
also include group discussions, observation and reflection field notes, various texts,
pictures, and other materials.
Qualitative research often categorizes data into patterns as the primary basis for
organizing and reporting results. Qualitative researchers typically rely on the
following methods for gathering information:

Research Methodology:
Research is a structured enquiry that utilizes acceptable scientific methodology to
solve problems and create new knowledge that is generally applicable. Scientific
methods consist of systematic observation, classification and interpretation of data.
Although we engage in such process in our daily life, the difference between our
casual day- to-day generalisation and the conclusions usually recognized as
scientific method lies in the degree of formality, rigorousness, verifiability and
general validity of latter. This kind of methodology includes interviews, surveys
and research

(Element1-8085)

Qualitative Research:
Qualitative research is a method of inquiry employed in many different academic
disciplines, traditionally in the social sciences, but also in market research and
further contexts. Qualitative researchers aim to gather an in-depth understanding
of human behaviour and the reasons that govern such behaviour. The qualitative
method
investigates
the why and how of decision
making,
not
just what, where, when. Hence, smaller but focused samples are more often used
than large samples.
In the conventional view, qualitative methods produce information only on the
particular cases studied, and any more general conclusions are only propositions
(informed assertions). Quantitative methods can then be used to seek empirical
support for such research hypotheses.

(1.1)Quantitative Research methodology

Quantitative market research it includes customer surveys and questionnaires.
These surveys are conducted face to face, by telephone, via post, online or website.
Quantitative research is about asking customers for their opinions in a structured
way. Quantitative data is any data that is in numerical form such as statistics,
percentages, etc. In layman's terms, this means that the quantitative researcher asks
a specific, narrow question and collects a sample of numerical data from
participants to answer the question. The researcher analyzes the data with the help
of statistics.

(1.2)Objectives

The generation of models, theories and hypotheses

The development of instruments and methods for measurement

Experimental control and manipulation of variables

Collection of empirical data

Modelling and analysis of data

(1.3)Primary data:
It is kind information that is organised directly from different sources by means of
surveys, observation or experimentation. This data has not been published
previously and it is derived from a new original study.

Secondary data:
Secondary data is data collected by someone other than the user. Common sources
of secondary data for social include censuses, organisational records and data
collected through qualitative methodologies or qualitative. Primary data, by
contrast, are collected by the investigator conducting the research.
This data is collected by someone else who is always available in the company
website. Common sources of secondary data for organisational records and data
collected through qualitative methodologies or qualitative research.
By primary data I came to know the options of general people towards the smart
India restaurant.

Price detailing

Different qualities of food

Location of the restaurant

Facilities and services in the restaurant

Discounts

What sort of quality they want from India restaurant

(1.4)Data collection
Qualitative researchers face many choices related to data collection ranging from
grounded theory practice, narratology, storytelling, classical ethnography, or
shadowing. Qualitative methods are also loosely present in other methodological
approaches, such as action research or actor-network theory. The most common

method is the qualitative research interview, but forms of the data collected can
also include group discussions, observation and reflection field notes, various texts,
pictures, and other materials.

According to me this is all data help me why smart India restaurant has low sale
these days as compare to others restaurant when they offering cheap and healthy
sales on different occasions.

1.5) Cultural sensitivity

Cultural sensitivity can impact the operating income of corporations seeking to
expand their activities to foreign markets. An American manufacturer of golf balls
packaging balls in packs of four and failed to successfully operate in Japan, where
the number four holds the meaning of death Cultural sensitivity can increase the
security of travellers. Lacking awareness of foreign cultures can have adverse legal
consequences. Cultural sensitivity can have positive effects in Academia.
(Element-2 8085)

(2.1)Survey Question

Dear customers,
I am student of Diploma in Business management level 7 at Royal business
College in Tepuke. I am doing research to study the consumer preference
regarding smart India Restaurant Company and for the completion of my
project .I am conducting survey. Please give me some minutes from your busy
schedule by sparing your20-30 minutes for filling this questionnaire. I assure that
this information will be kept confidential. This information is just for research
study and academic purpose.
Thanking you

NAME

..
ADDRESS
..
AGE
..
CONTACT.NO
..
GENDER
A) Male
B) Female
(2.2)Q.1) Do you like Indian food?
Yes
No
Q2.)Which Indian restaurant you visit causally in Te Puke area?
Smart India restaurant
India today
Q.3) Are you aware of Smart India Restaurant in Te Puke area?
Yes
No
Q.4) which meals do you prefer the most in smart India restaurant?
Breakfast meal
Lunch meal
Dinner meal

All of the above

Q.5) what you like about interior of smart India restaurant?
Traditional setup
Atmosphere
Indian music
Q.6) why you like to prefer Indian food?
Different taste
Quality
Price
Q.7) which type of Indian food, you taste the most?
Spicy
Sweet
Normal
Q.8) Have you seen of advertisements of Indian food?
Yes
No
Q.9) Does the advertisement influence you to purchase the Indian food?
Strongly influenced
Influence
Average
Less effected
Q.10) what type of services you expecting from smart India restaurant?
More variety of food

Cheap deals
Fresh quality

(Element1-8086)

Quantitative Research
(1.4) Sample selection process
(a) Probability samples with probability sampling every element have a known
probability of being included in the sample.
Its Types

Simple sample

Systematic sample

Cluster sample

Stratified sample

In this sample we can estimate the extent to which statistic likely to differ from a
population parameter.
(b) Non probability samples with non-probability sampling we cannot specify the
probability that each element will be included in the sample.
Its Types

Convenience sample

Judgement sample

Quota sample

Referral sample

Relevant population for my project report I will choose all the general people
because my assignment is based on Indian food.

For example
For suppose in My restaurant there are 15 people coming out of them suppose 15
people are ordering nonveg and remaining vegetarian so we can say the maximum
number of people interested are in nonveg according to survey.

Survey Question

Dear customers,
I am student of Diploma in Business management level 7 at Royal business
College in Tepuke. I am doing research to study the consumer preference
regarding smart India Restaurant Company and for the completion of my
project .I am conducting survey. Please give me some minutes from your busy
schedule by sparing your20-30 minutes for filling this questionnaire. I assure that
this information will be kept confidential. This information is just for research
study and academic purpose.
Thanking you

NAME
..
ADDRESS
..
AGE
..
CONTACT.NO
..

GENDER
A) Male
B) Female
Q.1) what is your views regarding Indian food?
Q.2) How often do you eat Indian food from outside?
Q.3) In our local area have you ever here about smart India restaurant and how
often visit there?
Q.4) what is your views regarding smart India restaurant related to their food
services facilities and etc?

I have done 4 questions on qualitative research most of people are Indians in

tepuke so they prefer to have Indian food. Some people go every week and some
prefer once in the month. In tepuke there are three Indian restaurants everyone
knows about the smart India restaurant .All qualities are Indian food available in
this restaurant and services are also fast.

(1.5)TIME FRAME
Date
Title
Time/duration
24april
Introduction, need of study, scope of study, and finds 4 days
to28april the problems and makes a objectives.
2014
28april-15 History of company, research methodology, data
18 days
may
collection, secondary data and primary data.
15may- Survey question , analysis and interpretation
10 days
25may
25may-10 Discussion, consultation, limitation, recommendation 15 days
June
10
JuneSurvey question of quantitative research and analysis 5 days
to15 June International marketing consultation proposal and
recommendation

(1.6)Objectives
The final part of clarifying my research project involves thinking in more detail
about my research objectives. It helped me to know about the value of time to
complete my project. I also knew about different technologies to develop
technologies to develop the advertisement.

(1.7)Research progress
My main motive in my research to solve the problem and achieve the goals. I went
through many problems in my research and i used the different methodology and
sample solves the problems. I went through many problems.
(Element 2-8086)
(2.1)DATA ANALYIS
This project report is depending on a questionnaire which was filled by customers
of smart India Restaurant Company. The data analysis shows the reactions
regarding the smart India restaurant products and services.
Q.1) Do you like Indian food?
Answers

No of respondents

Percentage

YES

14

99%

NO

1%

According to graph maximum customer like Indian food at 99% one % says they
dont like Indian food so it is clear that in Te puke Indian food market have good
value.
Q.2) Which Indian restaurant you visit causally in Te puke area?
Answer

No of respondents

Percentage

Smart India restaurant

12

97%

India today

3%

According to this pie chart it is clear that mostly people in Tepuke like to go in
smart India restaurant as compare to other restaurant.

Q.3) Are you aware of smart India Restaurant in Te puke area?

Answer

No of respondents

Percentage

YES

14

99%

NO

1%

According to this pie chart 99% people says that they know about the Indian
restaurant but some people says that they dont know about that.
Q.4) Which meals do you prefer the most in Smart India restaurant?
Answers

No of respondents

Percentage

Breakfast meal

1%

Lunch meal

11

96%

Dinner meal

3%

According to this pie chart 96% people like the lunch meal and the other people
like the breakfast meal 1% and some people like the dinner meal 3%.
Q.5) What you like about interior of Smart India restaurant?
Answer

no of respondents

Percentage

Traditional setup

93%

Atmosphere

3%

Indian music

4%

According to this graph the 93% people like traditional setup and some people says
like the Indian music and some people like the atmosphere as well.
Q.6) Why you like to prefer Indian food?
Answer

No of respondents

Percentage

Different taste

60%

Quality

40%

Price

0%

According to this pie chart the 60% Indian people says that different taste smart
India restaurant of food and the other 40% people like the food quality.
Q.7) Which type of Indian food, you taste the most?
Answer

No of respondents

Percentage

Spicy

93%

Sweet

2%

Normal

5%

In this report the 93% people like spicy food and the other2% people like the sweet
and some 5% people like the normal food.

Q.8) Have you seen of advertisements of Indian food?

Answer

No of respondents

Percentage

YES

94%

NO

6%

According to this pie chart the 94% people they see advertisement on TV and
newspaper and some says they dont see the advertisement.
Q.9) Does the advertisement influence you to purchase the Indian food?
Answer

No of respondents

Percentage

Strongly influenced

3%

Influence

2%

Average

94%

Less effected

1%

According to this graph the 94% people says that they are not much influence buy
the advertisement because Te puke is the small area so may be most of the people
know about that .some people says there is a need of advertisement.
Q.10) What type of services you expecting from Smart India restaurant?
Answer

No of respondents

Percentage

More variety of food

93%

Cheap deals

5%

Fresh quality

2%

According to this report the 94% people like the more variety of food from smart
India restaurant and the some 4% people like cheap deals and the other 2% people
take want the fresh quality.

(2.2)RESEARCH RESULT

According to this report 99% people like Indian food and 1% like other one.

According to this pie chart it is clear that mostly people choose Smart India
restaurant because of its quality so it is clear that most people focus on
quality of the food before choosing the Indian food.

According to this chart it clear people preferred to buy Indian food because
its not very expensive they have different ranges so that people can choose
according to their need.

The figure shows that 99% people satisfied with Indian food.

Above figures shows that majority of people satisfied with Indian food they
will recommend this for Indian food to their friends and family members.
On the other hand side 99% people are satisfies with this food.

According to this report the 94% people like the more variety of food from
smart India restaurant and the some 4% people like cheap deals and the other
2% people take want the fresh quality.

According to this pie chart 99% people says that they know about the Indian
restaurant but some people says that they dont know about that.

According to this pie chart the 94% people they see advertisement on TV
and newspaper and some says they dont see the advertisement.

According to this pie chart the 60% Indian people says that different taste
smart India restaurant of food and the other 40% people like the food
quality.

(2.3)DICUSSION
In this project report, I discussed about on smart Indian restaurant. It is all about
the popularity sales and quality and comfort of the Indian food which is very
important for the organic food to run successful in the market. I have done to
research to find out why smart India restaurant has lesser sales. I have done this
research objectives to solve the problem like how to right place of open the
restaurant, survey about food quality, try to improve the facilities of the restaurant
by doing survey related to smart India restaurant of food quality and customers
services.
In research methodology, I have choose qualitative research method, by this
method I know about customer behavior related to this Indian food. This
information is very important for an organization by this information organization
make that Indian food according to the customer needs and make a good relation
by fulfilling demands of customers. Now I will explain to data collection I have
choose two different methods like primary data and secondary data.
In primary data I collected information from different sources for the smart India
company surveys, and observation. On the other hand side in secondary data I will
collect all information from the company of website. Information related with
history of a company, food quality, customers service, price and discount. These
information more and more help me to make a project report.
(2.3)CONCULATION
According to survey, the all customers are satisfied with Indian food. But
restaurant need to do advertisements to aware the customer related to the product.
(2.4)RECOMMENDATION

Provide good quality of food (like make a different dish according to the
customers taste).

Give discounts on different meals like in lunch meal or in dinner meal.

Give advertisements by different sources to aware the customers related to

the meals of a restaurant.

LIMITATION

Lack of knowledge.

Lack of time.

At the time of survey customers dont give good response

(Element3-8086)

(3.1)International marketing Development

Every business requires strategies for marketing. Restaurants are not exception. In
fact some may argue that restaurants to flight for every customer even more than
retails stores because it seem that in slower economics families are excluding
dinning out from their budgets. In marketing your restaurant you will acquaint
yourself with your target customer brand building techniques and advertising
opportunities.

(3.2)Recommendation
I am agree with this report but I want recommend something which help in
development of restaurant that are following.

Company should increase the varieties of food by which increase the level of
customers.

Restaurant should provide the more services like takeaway and dine in as
well as online facilities.

All food should be provided on reasonable prices.

Staffs of the restaurant provide good customers services which help in

attract more customers.

(3.3)INFLUENCING FACTORS

Political
Political decisions can affect businesses greatly; occasionally they can go in
the favour of the business, like a grant that exempts the business paying
taxes, yet other times they can restrain a business, when they raise business
taxes or stop them from growth etc. In Britain, the government can supply
support for businesses in different ways, depending on the sector they are in.

Legal

The first is that "law" belongs to individual nations and international law
only exists to the degree that individual nations are willing to relinquish their
rights. The second is the lack of an adequate international judicial and
administrative framework or a body of law which would form the basis of a
truly comprehensive international legal system.

Cultural

Questions about where people are from, where their family including
extended family is residing are common. Marriage is also central to the
social fabric of Indians. Be prepared to have others ask you if you are
married (lagan), particularly if you are a woman and have completed your
studies. Asking lots of questions to get to know others is very common.

Reference:
www.menumania.co.nz/restaurants/smart-indian-restaurant
www.menumania.co.nz/restaurants/smart-india-restaurant-mountmaung

www.slideshare.net/.../vortex-ecosmart-hand-dryer-for-mystica-restauran
www.sagepub.com/upm-data/48453_ch_1.pdf
www.surveygizmo.com/survey-blog/quantitative-qualitative-research/
www.snapsurveys.com/qualitative
quantitativeresearchen.wikipedia.org/wiki/Quantitative research
en.wikipedia.org/wiki/Methodology
ori.hhs.gov/education/products/n...u/data management/dctopic.html
www.businessdictionary.com/definition/primary-data.html