BBA 2016-2019
SCHOOL OF BUSINESS
GALGOTIAS UNIVERSITY
2019
CUSTOMER PERCEPTION ON HUSH
By
SHIVA CHAUHAN
2019
CUSTOMER PERCEPTION ON HUSH
By
SHIVA CHAUHAN
2019
Certificate of Approval
1.EXECUTIVE SUMMARY 2
2.INTRODUCTION 3
3.LITERATURE REVIEW 11
4.1Research Objective
4.2Research Strategy
4.3Research Design
4.4Research Methodlogy
5.DATA INTERPETATION 17
6.FINDINGS &ANALYSIS 30
7.LIMITATION OF STUDY 32
8.CONCLUSION 33
10.ANNEXUERS 36
ACKNOWLEDEGEMENT
Thank you
1
EXECUTIVE SUMMARY
This research based on the consumer perception on hush food courts and about the
hush.Hush, as the name suggests means “Silence”. It gives you a cozy nook of
refreshing activities and tons of food choices, where you can recover from strenuous
schedule, refresh your mind while gorging on the food of your choice!
Hush offers a perfect solution to manage your food court by bringing in different and
unique brand experiences, regular fun activities, relaxed sitting options, best of
standards for hygiene, mobile apps for easy food ordering, and by installing its own
proprietary cloud based POS software for complete control over billing and sales
visibility.
Hush is founded by serial entrepreneurs, who have been recognized by world’s
renowned Fortune magazine as ‘Top 40 Entrepreneurs of India Under 40 years’ of age
2
INTRODUCTION
3
Introduction
Customer Perception is a marketing concept that tells us what customers think About
Customerh as.Customer Perception decides how much a product sells and how a
Company is perceived
1-consistency of performance
2-emotiona lconnect
3-marketing communications
4-holistic marketing
INTRDOUCTION OF COMPANY
HUSH
4
HUSH FOUNDERS
Manish Gupta
CEO, Co-Founder
Kapil Gupta
CFO, Co-Founder
5
Ankush Jagga
COO, CMO & Co-FounderOver 14 years of sales and marketing experience. Is
instrumental in growing business from zero to 50 crores annual revenue.
Hush takes over entire real estate for food outlets and food court, and serves the same
through own and partner brands. Hush then brings in its varied menu, engagement options
and technology solutions for customers and property management to bring in a world class
food court experience.
6
Educational Institute/University Food Court & Dining Hall
Management
Healthy, hygienic food. Multiple cuisines to suit varied taste buds of students who may have
joined your institute from around the country/world. Value for money. Engagement
activities to rightly channel energies of students. Hush brings all this and more to your
institution’s food court, and makes it a lively, fun place where students like to hang out,
relax, have fun, or catch up on their studies!
People step into shopping malls when looking for a varied dining experience. We have
extended our expertise to food formats in shopping malls as well. Hush manages the entire
food court of a shopping mall – from eateries to personnel management. We make Food
Courts a happening place to sit and relax and have fun!
7
Hospital Food Court & Patient Food Services Management
Care givers to patients are under tremendous stress in a hospital, and need a place where
they can sit down, relax, eat healthy and homely food as they are at times away from their
homes for prolonged periods, and regain their energies, and engage in activities which can
help them relieve their stress. Hush brings in value for money, hygienic food options and
engagement activities which are appropriate for hospital environment.
Delivery
8
INDIAN KITCHEN OF HUSH
India kitchen is hush’s in-house brand, which serves great tasting Indian meals and
Indian snacks, which are prepared using world’s best standard and offered at value for
money rates for corporate and institutional audience
9
The factors that influence customer perception.
There are sufficient evidences and empirical resources that explain about the various factors
that influence the perception of consumers and affect their buying behavior. Many factors
are available in the environment that influences the behavior of consumers. Internal factors
comprise consumer’s lifestyle, personality, attitude, knowledge, affordability etc. These
factors integrate culture, values and norms, family and friend circle, social status, family,
reference groups, etc. (Sjo’berg and Elisabeth, 2005). Environment is the external condition,
which affects the perception and the consumer behavior. It consists of both physical and
social factors. Physical factors, also known as macro factors, include demographic,
economic, changes in technology, political elements and globalization (Mourali et al, 2005).
Economic Factors:
Economy of a country impacts the perception of consumer in a great manner and also
emphasizes his buying pattern. High economy means high income level, which ultimately
influences the consumer to purchase expensive and luxury items (Clark and Goldsmith,
2006). Due to the continuous changes in the technology, the world has become a global
village, which provides a large variety of products and services to the consumers. Often the
environments are not in the hands of the manufacturers, so they have to modify the
marketing strategy in order to influence internal factors, which in turn affects the perception
and behavior (Kotler, 2002). Thus, this factor and environment has a great impact on the
customers’ choice and is largely responsible in shaping his liking and preference for the
product.
A marketer should be able to produce a product that will capture the need and demands of
the consumers. Following social and cultural factor affect the buying behavior of consumers.
in a society, the interaction of persons with the family, groups, and social classes is highly
responsible for the influence on the perception of consumer’s (Tanja and Piri-rajh, 2003).
The term attitude, values and buying process are generally influences by social class. Social
class can be defined as a group of people in which all members have the similar social status,
which is generally overlooked by the people. The classification of target market falls into
four groups, i.e. upper class, upper middle, middle class and lower class (Mourali, et al,
2005).
10
LITREATURE REVIEW
11
PROBLEMSTATEMENT
LITREATURE REVIEW
human psychology helps marketers to come up with the innovative product mixes (Peter and
Donnelly, 2002). Consumers are the base of the business of the business organizations. All
the consumers are not similar with each other according to their perception and behavior
(Zhang and Neelankavil, 1997).
12
stores: superstores and family-run stores in Bangkok. The superstores which were
used tocompare with family-run stores in this study are Big C, Carrefour and
Tesco-Lotus. Thestudy was quantitative research using survey questionnaires to
collect data from 400shoppers in Bangkok areas. Quantitative statistics were used to
analyze data variables andtest hypotheses. The results from this study found that the
competition betweensuperstores and family-run stores resulted in more benefits to
customers. The customerswere aware that many family-run stores closed down
because of superstores, but they preferred free and fair competition. The results also
found that the customers wanted theThai government to impose restrictions on
superstore expansion and support family-runstores, though they still agreed that
superstores are essential for consumers and family-run stores are not well allocated
for consumers in Bangkok. Consumers were satisfiedmore with marketing factors
including product quality, product variety, and stable pricesof superstores. They also
preferred the store environment of superstores than with thoseof family-run stores.
Consumers also thought that superstores benefited the economy andsociety than
family-run stores.
”Aaker (2000) assess that brand awareness plays a vital role in consumer perception
especially when their buying pattern is not defined. Branded items gives the feeling of
familiarity especially in low involvement products for example soaps and other day to
day usage items, media and advertisement are effective tools for awareness.
Nandagopal and Chinnaiyan (2003) conclude that the mode of purchase of product
also effecting buying pattern and so perception of consumer
Vanniarajan and Kubendran (2005) describe that consumer perception and usage of
any product can be changed due to change in food eating habbits. If income and
urbanization increases in among consumers then the percentage of income spent on
consumption Increases. The urban consumer mostly like branded products as
compared to rural consumers
13
RESEARCH OBJECTIVES
14
RESEARCH OBJECTIVES
RESEARCH OBJECTIVE
Research Strategy
When collecting data to approach the purpose of a research there are two ways in which
the data can be collected. In order to acquire a General knowledge about the topic,
secondary data is primarily used and is one of the ways by which data can be collected.
The second way to collect data is the primary data collection. Usually when a study is
conducted, secondary data is not sufficient enough and needs to be completed with
primary data which is collected by the research.
In this research in order to collect primary data to confirm the findings of secondary
data and research objective of this study. We will also be discussing which different
types of Methodologies that were used. Since our research is of descriptive character
our primary intention was to collect primary data and secondary data to analyze it. By
doing so we found the factors Price, Trust and Convenience.when we collected primary
data through a survey. The main purpose of the survey was to collect data about
Consumer perception and the significance of the established factors, Price, Trust, and
Convenience In order to be able to find and establish Consumer perception
15
Research Methodology
Data for this study was collected by means of a Survey conducted in galgotia university
BBA batch 3 student. The sample size was 100.The Questionnaire was used Mainly to
test the model proposed for consumer perception towards the hush food court.
The type of research was both exploratory as well as Descriptive. Likert five point
scales ranging from Strongly Agree to strongly disagree was used as
a basis of Questions. We took around different factors by studying the
existing models of consumer perception on hush food court This model was then tested
in our research by the percentage analysis in ms- excel
16
DATA INTERPETATION
17
DATA INTERPETATION
Figure 1
Majority of the respondents i.e.56% said that they visit for enjoy and have snacks in
18
Q2.How often do you visit in hush food court?
Frequency Percent Valid Percent Cumulative
Percent
Figure:2
Majority of respondents i.e. 61% have said that they visit hush court once in a month
whereas 19% of respondents said that they visit once in a week
19
Q3. With whom you like to go ?
Frequency Percent Valid Percent Cumulative
Percent
Figure:3
Majority of the respondents i.e. 57% of people like to go Hush food with their
friends.
20
Q4.Why do you prefer Hush ?
Frequency Percent Valid Percent Cumulative
Percent
Figure:4
Majority of the respondents said that they like to visit Hush due to its service factor
i.e. cleanliness.
21
Q5.What is your perception about Hush food court in your mind?
Frequency Percent Valid Percent Cumulative
Percent
Figure:5
Majority of respondents i.e. 34% of people have a perception in their mind that
22
Q6 .Which product do you like most in hush food court?
Frequency Percent Valid Percent Cumulative
Percent
Figure:6
Majority of people visit hush food court to have a beverages because it is most
preferred product
23
Q7.What will you do if the price of the products increase with 25%?
Frequency Percent Valid Percent Cumulative
Percent
Figure:7
In my research, majority of the respondents i.e. 31% said that they will be consistent
with same to visit HUSH if the price of the product increases by 25%
24
Q8.What improvements would you recommend in hush food court?
Frequency Percent Valid Percent Cumulative
Percent
Figure:9
Majority of the respondents said that they will be more pleased if they get a waiter
25
Q9.What is your preferred eating service in Hush food court?
Frequency Percent Valid Percent Cumulative
Percent
Figure:10
Majority of the respondents said that they prefer both eat in as well as take away
26
Q10.How would you rate hush food court in following aspects? ( Money)
Frequency Percent Valid Percent Cumulative
Percent
Figure:11
Majority of the respondents i.e.37% said that hush food court is very good in
terms of money.
27
Q10bHow would you rate hush food court in following aspects? (Opening Hours)
Frequency Percent Valid Percent Cumulative
Percent
Figure:10(b)
Majority of the respondents i.e.32% said that hush is excellent service provider
in terms of its opening hours.
28
Q13.Age?
Frequency Percent Valid Percent Cumulative
Percent
Figure:11
Majority of the respondents i.e. 48% are of younger age i.e. 17-21 who visits hush
fast food courts
29
FINDINGS & ANALYSIS
30
FINDINGS &ANALYSIS
31
LIMITATION
32
CONCLUSION
I n u n i v e r s i t y , s t u d e n t s a n d t e a c h e r s acceptance of food
served by hush food outlets is critically important for the future growth of fast
food outlets in any economy. Though the rating of fast food outlets’ attributes
under th e study based on mean score is very high but still s t u d e n t visit
hush food outlets for fun,food and entertainment with their friends but
students demand more and more information related to hygiene issues and
nutritional values of the products of hus h food outlets. Based on the analysis and
results, we can say that with more and more acceptability of hus h food outlets
This study finds that s t u d e n t attach great importance to various factors such as
quality of food, facility layout, service quality – time and cleanliness. But all
can say that good taste and good ingredients are most important factors whereas
additional information is least important factor for the s t u d e n t s . taste and quality
33
SUGGESTION AND RECOMMENDATION
34
SUGGESTION AND RECOMMENDATION
• To provide more attractive discounts to the students.
• In addition to the fast food few healthy food products can be added to the
menu.
35
ANNEXUERS
36
Quoestionaaire
Dear respondent,
I am a student of BBA, is conducting a research on Consumer Perception on hush
food courts ”. I would be extremely thankfulif you spare some time to answer the
following questions. All the facts disclosed by you will be used for academic purpose
only.
4.Why do you prefer Hush food court in comparison to other traditional food
courts?
□Better Taste □ Quick Service
□Offer/ Discounts □ Cleanliness
□ Brand Value □ Efficiency in Service
7 What will you do if the price of products increase with 25% in hush food courts?
□ Consistent with same □ Switch to other Brand
37
□ Reduce your visits □ Increase your visits
8.How do you prefer pay bills?
□Cash □ Credit Card
□ Debit Card □ Hush card
13. Age
□ 17 to 30 □ 31 to 45
□ 46 to 60
38