29th September 2009

RESEARCH PROPOSAL
NASHA: ARABIAN DELIGHTS

Submission: Ms. Malvika Mago

Section C
Rohan Chowdhry
Manisha Uppal
Anik Narula
Komal Sharma
Shakti Mehra
Vikas Gupta

29th September 2009

RESEARCH PROPOSAL
NASHA: ARABIAN DELIGHTS

BACKGROUND TO THE STUDY

A hospitality company plans to launch a series of cafs across the metropolitan cities in India(New Delhi,
Mumbai, Kolkata, Bangalore & Chennai) These cafs will focus on an Arabian style decorum and offer
delicacies and condiments of middle eastern origin.
The Cafs will be named Nasha: Arabian Delights which basically means a state of intoxication,
introduced by the various offerings specially imported from Arabia.
The Cafs will offer its clients a different experience of enjoying a cup of coffee or a meal for two by
basing the caf on a Bedouin theme which holds its roots in the deserts of the Sahara. Soft Arabic music
will be combined with lush couch seating where food will be served in the traditional Arabic method.
An added advantage that Nasha will have over its competitors is the offering of a traditional smoking
pipe, which uses light aromatic flavored tobacco and burning charcoals. This offering is to be called a
sheesha.
The Management of Nasha has high hopes for the Indian market and expects a very specific clientele
which includes young adults and working professionals who are looking for a break from the monotonous
choice of other coffee cafs India has to offer.
The fore said company wants to research the possible market in the Indian Metros for this specific brand
of cafs
The Indian market has already witnessed the advent of coffee cafs in the past few years, but never
before has a themed caf entered the market. The present cafs offer simple seating and ambience with
neutral colors and lighting, which very much unlike the theme Nasha wishes to introduce.

Business Objectives - Need for research

The hospitality company which plans to launch Nasha, wishes to find the extent to which the Indian
public will accept the introduction of their very different and new brand of cafs.
This foray into an untested market troubles the top management of the company, so a market research is
needed to augment the depth to which they can saturate the market.
Similar brands as Nasha have been highly successful in countries across the world; therefore the
company is confident that the results will be favorable for their advent into this new market.

29th September 2009

RESEARCH OBJECTIVES
NASHA: ARABIAN DELIGHTS
Identify the market for Arabic themed cafs, so
that it can be positioned accordingly.

Identify Indian Dining and Recreational habits.

Attitudes towards foreign cuisine and ambience.

Attitudes towards Middle Eastern hospitality.

Lifestyles of young adults and professionals in

Indian metros: how much free time? & Recreational
habits.
Other Cafs frequently visited.

Demographics: education, occupation, age, marital

status.
The price patrons are willing to pay for a meal.
The perception of the Indian clientele towards
Bedouin styles.

Nasha: Arabian Delights

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Reluctance of Indian patrons to disclose the whereabouts of their dinning habits.

Loyalty towards existing cafs.

Time constraints(college, work, etc)

Reluctance by respondents to disclose any personal or work related information.

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Research Design:
1.

Location of the test:

The test will be carried out in areas that are frequented by caf patrons.
Malls and shopping arcades.
Colleges and Schools.
Workplaces where large number of young adults are employed.
Sec A & B homes.

2.

Centers: New Delhi, Mumbai, Kolkata, Hyderabad, Bangalore & Chennai.

3. Sampling: Two forms of sampling will be implemented.

Convenience sampling: The selection of the sampling units will be left primarily to the interviewer. Respondents will
be selected because they happen to be in the right place at the right time. Use of students, members of social
organizations in malls, shopping arcades, Schools and Colleges will be both beneficial and less time consuming.
Judgmental Sampling: This method best suits the survey as a researcher can use his expertise to find out population
interests, where test markets are best suited to launch a new product.
4.

5.

NASHA: ARABIAN DELIGHTS

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RESEARCHPROPOSAL

FACTORS AFFECTING RESEARCH DESIGN

Target Groups:
Sec A & B households.
Teenagers, Young adults.
Working Professionals.
Middle to Upper class population.

Methodology:
Use of Primary data, as secondary data for Nasha will either be redundant
or non-existent.
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Use of Judgmental & Convenience Sampling.
Use of popular media, like magazines to include cut-off questionnaires, frequenting schools, colleges and malls to
asses sampling units.
First hand reliable coercive data.

RESEARCHPROPOSAL
Nasha: Arabian Delights
Information Areas: We will cover the following areas to extract information relevant to the research.

Questionnaires placed within magazines and personal sheets handed out to patrons in major malls and
shopping arcades.
Using major restaurant guides and publishing to research consumer habits.

Personal enquires to patrons about their dinning habits.

Counting number of patrons visiting various randomly selected cafes across the centers.

Reporting: Following the first stage of the research, an interim-presentation will be made to the
Hospitality Company to study the steps to be further taken. Once an outline presentation is drawn a
final presentation will be shown which represent all the collected data in the form of tabulations
and expertise. Even though it is not our practice to give out the questioners and interview
transcripts, it can be provided at an extra cost along with the permission of the respondent.
Timings: Below is a table summarizing the weeks within which we conduct the survey along with
deadlines. We will also be sending weekly reports of the finding of our research.
Week Activity
1-4

Desk Research

4-6

12

Qualitative
Fieldwork
Qualitative
deskwork
Coding and Data
presentation
Analysis

13

Presentation

14

Final Report

6-9
9-11

Fees: The fees quoted below are exclusive of VAT and are
subject to the standard terms & conditions, which can be made
available at request. The fees are subject to the assumptions
contained in these proposals and we reserve the right to make
adjustments should any assumptions prove to be incorrect.

Descripti
on

Fee
s
Phase

Qualitative
Processes

1. Deskwork
2. Fieldwork
3. Interpretation

Additional
Expenses

1. Product usage
2. Transportation
3. Logistics
4. Field utilities
VAT
Surcharge

Government
Taxes

Total

XXXX

XXXX

XXXX

XXXX

Nasha: Arabian Delights

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Submitted by:
Rohan Chowdhry

Research Proposal
Nasha: Arabian Delights

Manisha Uppal

Anik Narula

Komal Sharma

Shakti Mehra

Vikas Gupta