Feasibility Study

DEPARTMENT OF MANAGEMENT Capstone Project Report TITTLE

Feasibility Study of opening a Maggi Restaurant at JalandharPhagwara Highway

Submitted By:

Roll No.

Registration No.

Mohd Fahad----------------RS-1803-A14--------------10809577 Satendra Pal Singh--------Rs-1803-A13---------------10804535 Sumit Rana-----------------RS-1803-A16---------------10808687 Submitted to: Kanika Jhamb DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY PHAGWARA (2010)

TO WHOMSOEVER IT MAY CONCERN 1

This is to certify that the project report titled “Feasibility Study of opening a Maggi Restaurant at Jalandhar-Phagwara Highway” carried out by Mr Mohd Fahad (Student name), S/o Mr Mohd Saeed Ahmad (Father’s Name) has been accomplished under my guidance & supervision as a duly registered MBA student of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the partial fulfilment of the requirements for the award of the Master of Business Administration from Lovely Professional University. His dissertation represents his original work and is worthy of consideration for the award of the degree of Master of Business Administration.

………………………………………………… (Name & Signature of the Faculty Advisor) Date:

DECLARATION 2

I, “Mohd Fahad (Student’s name)”, hereby declare that the work presented herein is genuine work done originally by me and has not been published or submitted elsewhere for the requirement of a degree programme. Any literature, data or works done by others and cited within this dissertation has been given due acknowledgement and listed in the reference section.

………………………………… (Student's name & Signature) ……………………………….. (Registration No.) Date……………………

TO WHOMSOEVER IT MAY CONCERN 3

This is to certify that the project report titled “Feasibility Study of opening a Maggi Restaurant at Jalandhar-Phagwara Highway” carried out by Mr Satendra Pal Singh(Student name), S/o Mr Udaiveer Singh (Father’s Name) has been accomplished under my guidance & supervision as a duly registered MBA student of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the partial fulfilment of the requirements for the award of the Master of Business Administration from Lovely Professional University. His dissertation represents his original work and is worthy of consideration for the award of the degree of Master of Business Administration.

………………………………………………… (Name & Signature of the Faculty Advisor) Date:

DECLARATION 4

I,"Satendra Pal Singh (Student’s name)”, hereby declare that the work presented herein is genuine work done originally by me and has not been published or submitted elsewhere for the requirement of a degree programme. Any literature, data or works done by others and cited within this dissertation has been given due acknowledgement and listed in the reference section.

…………………………………… (Student's name & Signature) …………………………………… (Registration No.) Date……………………

TO WHOMSOEVER IT MAY CONCERN 5

This is to certify that the project report titled

“Feasibility Study of opening a Maggi

Restaurant at Jalandhar-Phagwara Highway” carried out by Mr Sumit Rana (Student name), S/o Mr Amar Chand Rana (Father’s Name) has been accomplished under my guidance & supervision as a duly registered MBA student of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the partial fulfilment of the requirements for the award of the Master of Business Administration from Lovely Professional University. His dissertation represents his original work and is worthy of consideration for the award of the degree of Master of Business Administration.

………………………………………………… (Name & Signature of the Faculty Advisor) Date:

DECLARATION 6

I,"Sumit Rana (Student’s name)”, hereby declare that the work presented herein is genuine work done originally by me and has not been published or submitted elsewhere for the requirement of a degree programme. Any literature, data or works done by others and cited within this dissertation has been given due acknowledgement and listed in the reference section.

……………………………………… (Student's name & Signature) …………………………………….. (Registration No.) Date………………

Acknowledgement

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We sincerely feel that the credit of this project report could not be narrowed to only one individual as the whole work is outcome of integrated efforts of all those concerned with it through whose cooperation and effective guidance we could achieve its completion. We wish to place our profound in debtness and deep sense of obligation to Kanika Jhamb lecturer Lovely Professional University for providing us with the opportunity to work on such an interesting topic. We also want to pay our gratitude and sincere thanks to our esteemed Mam for being supportive during the entire tenure of this project. When emotions involved words fail to mean. Our heart full sincere gratitude to our parents, who have supported, encouraged and helped us throughout our lives and academic career.

Mohd Fahad Satendra Pal Singh Sumit Rana

EXECUTIVE SUMMARY (ABSTRACT) The purpose of the study is to determine the feasibility of opening a Maggi restaurant on Jalandhar-Phagwara Highway. Maggi is a well-known food extremely preferred by us from our 8

childhood. The study will first look at the literature with regard to restaurant feasibility study, and then follow the three steps proposed by the literature to conduct the feasibility study of the proposed restaurant. The purpose of the study is to determine the feasibility of opening a Maggi restaurant on Jalandhar- Phagwara highway. Data will be collected through observational research method and through a survey distributed to potential customers. The research objectives are: 1) To understand the needs and wants of the customer from the proposed restaurant. 2) To identify the market area and site of the proposed restaurant. As there is no restaurant of such kind and the population size is very large. So there is wide scope of this study. This survey will provide us with an industry specific market analysis format that can be used in a feasibility study, business plan or marketing plan. The following will help analyze the market potential of an existing operation, an expansion or a new development. The analysis can provide essential information required in a business plan or feasibility study. Through careful analysis of the market, the risks of a business investment can be lessened. Using your market analysis findings, you can estimate the financial potential of your venture by creating financial projections. If we are a prospective restaurateur, these projections will help us determine if our venture is feasible. The nature of the research determines that both primary research and secondary research should be conducted to collect information needed for the feasibility study. Observational research method will be used to collect the information regarding competition and site selection, and a survey will be conducted to collect information concerning consumer's spending pattern. In this research 200 respondents are taken as sample size and primary as well as secondary data is used in finding the feasibility of the proposed restaurant. In the findings of the feasibility study of the Maggi restaurant we get certain facts that are as follows: 1) The maximum respondents go to the restaurant more than 4 times in a month so there is a great potential of the customers for the proposed restaurant. 2) The maximum respondents go to a restaurant for the enjoyment. 9

3) From the analysis it is found that most of the respondents spend Rs. More than 150 on an average per visit so there is a great potential of the customer and the potentiality in the terms of money or demand. 4) Maximum respondents are willing to go to the proposed restaurant of Maggi so there is a great potential of customer for the proposed restaurant.

We have used various research methods like factor analysis; Pearson’s and various test method to verify the data.

Index

CERTIF ICATE iI

SNO.

CONTENTS.

PAGE NO. 10

1.

Acknowledgement………………………………………….8

2.

Abstract…………………………………………………….9-10

3.

Introduction of topic……………………………………….13-15

4.

Review of literature………………………………………..16-30

5.

Need and scope of study……………………………………32

6.

Research objectives…………………………………………32

7.

Research methodology……………………………………..33  Subjects selection & description……………………………33  Sample size………………………………………………….33  Data collection………………………………………………33-34

8.

Data Analysis and interpretation…………………………….35-58

9.

Findings………………………………………………………60

10.

Conclusion.............................................................................61

11.

Limitations……………………………………………………61

12.

Recommendation……………………………………………..62

13.

References………………………………………………………..64-65

14.

Questionnaire………………………………………………………67-68

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CHAPTER – I INTROCUCTION TO TOPIC

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INTRODUCTION TO

SUBJECT

1.1 Introduction The paper is to present a proposal for a Maggi stand-alone restaurant which seeks to conduct a feasibility study for the same at Jalandhar-Phagwara highway. A feasibility study is a preliminary study undertaken to determine and document a project’s viability. The results of this study are used to make a decision whether to proceed with the project, or not. If it indeed leads to a project being approved, it will before the real work of the proposed project starts - be used to ascertain the likelihood of the project's success. It is an 13

analysis of possible alternative solutions to a problem and a recommendation on the best alternative.

Features of Maggi a) Maggi is a very famous food and preferred by most of the people from their childhood. b) Maggi is very tasty food and can be used as breakfast, lunch and dinner at any time. c) Maggi can be made in a very short time so the preparation time of maggi becomes very

fast as compared to other dishes, foods. d) The cost of Maggi is also less, a balanced nutrition level and low cost makes the food an

ideal fast food. The site selection for the proposed restaurant is Jalandhar – Phagwara Highway. There are a lot of food makers and restaurants available on this highway and they are enjoying profitability and a great reputation. There are many small and big restaurants and hotels available on this highway like Haveli, Bikanerwala restaurant, Lucky Dhaba, McDonalds’, KFC etc. As they are well accepted by the people and they are providing the best services, quality food and facilities like parking and served on table in the open air and a brand to attract the customers. The demand and the potential of the people are very high at this highway which means potentially higher market demand. There is a huge population at this site and the people are mostly used to visit this site, as more than 24000 students are in lovely professional University and the other residential people are used to visit these restaurants to have a fresh and hygienic food as their lunch and dinner. And the pricing strategies adopted by these restaurants are different. Like Haweli comes in luxury brand and on the other hand Lucky Dhaba comes the economical as compare to the Haweli. They are providing a pleasant environment; people come in the groups of three or four and each group consumes various types of dishes. The proposed study seeks to decide the feasibility of opening a quick-service restaurant of Maggi at Jalandhar- Phagwara Highway near LPU. The following discussion will provide the reader with an understanding of the background of the study, the purpose of this study, reasons why this topic is important and methods selected for data collection and analysis. 14

CHAPTER – II REVIEW OF LITERATURE 15

2.1 Literature Review National Restaurant Association (1998) https://restaurant.org/tools/magazines/rusa/magArchive/.../article/ National Restaurant Association divides a restaurant feasibility study into four steps, which are 1) Identifying market area and gathering of demographic data such as age, sex, income, diningout habits and other characteristics of potential customers. 2) Concept development, which involves using the data about the population in the market area and forming and evaluating a restaurant concept that fits the area's needs and preferences.

3) Site analysis, a process to determine whether the characteristic of the site and the competitive environment around the restaurant will support such a concept.

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4) Competitor analysis, which involves investigating competitors in the market area through a competitor analysis worksheet.

(http://www.restaurant.org/m~a~magArticle.cfm?articleID=T294) The chapter includes published knowledge that correlates with the above four steps excluding step two, because in this study the concept has already be firstly chosen, thus including three sections. The first section will look at literature about how a trade area or market area should be determined, literature of the demographic characteristics and consumers spending patterns of the market area. The second section will comprise literature about competition analysis, and the last section will include literature about site-selection analysis for a start-up restaurant.

Market Area Melaniphy (1992) “Restaurant &fast food site selection” New York, NY: John Wiley & Sons, Inc. Before any research can be done, the market area of the proposed business must be identified to go further in the exploring process. A market area is defined as the area from which a unit can expect to capture approximately 85% of its business. For an established restaurant business, it is not hard to get market area information. Surveys can be made to gather information about where the customers are from, and plots on the maps can be made to give a clear of picture of the market area or trade area. On the other hand, it is hard to predict the market area of a proposed restaurant because no information as to where the customers are from is available for a future restaurant. But this information can be collected by gathering such information from vehicle stickers, license plate, competitors' customer interview, mailed-back questionnaire from competitive facilities. However, in this study, market area can be easily identified since the proposed site will be located at Jalandhar-Phagwara Highway and customers of the restaurant will be mostly customers of the shopping mall and the students. Thus the market area of the supermarket will be the same as that of the restaurant. The following discussion will first identify the market area of

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the restaurant and analyze the characteristics of the market area, and then describe the future development of the market area of the proposed restaurant.

Market Analysis Restaurant market Analysis (2003). Retrieved January 27th, 2006, http://www.uwex.edu Developing a business plan for an existing business or conducting a feasibility study for a new venture requires a thorough analysis of market conditions. Market conditions in this area have a significant impact on the profitability of our restaurant. The strength of the local market affects how many customers we will serve and the menu prices that we can charge. This guidebook will help us to analyze our market so that we can gauge the potential of our existing or proposed operation and make more informed operating and investment decisions. On the pages that follow are a series of checklists to help us collect and analyze information as part of a restaurant market analysis. The checklists, tailored to the restaurant industry, will serve as a learning tool to help you understand the many market factors that influence our profitability.

Types of Questions Answered By conducting a market analysis, we will be able to answer questions such as: · What are the strengths and weaknesses of our competition? · Is our location suitable? · Does our concept fill a niche in the market?

Population Profile and Consumer Spending Pattern of the Market Area Fullen, S. (2005). “Opening a restaurant or other food business starter kit: how to prepare a restaurant business plan &feasibility study Ocala”, F1: Atlantic Pub. Group After determining the market area of the restaurant, the following paragraphs will look at literature of the demographic profile and consumer spending pattern of market area. 18

Demographic profile of the people in the proposed site is essential in determining whether or not to open a restaurant in a proposed site. Demographic profile includes the total population in the market area, the number of employed persons, working women, income level, population age, housing and family structure. Among all the different aspects of demographic profile, total population of certain area reveals some information of the area in question, but it is the population profile, especially income distribution and age distribution, that reveals the information needed by any business person to make their decision. From the study it is indicated, "What matters is not the total number but rather the characteristics of those people." "A more realistic way of expressing population needs is to determine how many people you should have in the appropriate age and income categories." “In more than 30 years of evaluating and selecting locations, we have found age and income to be the most sensitive demographic elements in identifying the right opportunities. “It is found from the study’s statements that age and income distribution reveals the most how much eating-out need there is among the researched population. Thus, in this case study, the we will focus on the two most important aspects of demographic characteristics, age and income distribution and also discuss other related demographic features. According to National Restaurant Association (1998),"in addition to the basic information on our potential customers gained through demographic studies, we will need to know more about their habits of eating away from home." But how to determine their eating-out behavior, National Restaurant Association (1998) provides the following guidelines based on different types of restaurants and their targeted market segment. a. The average person (8 years and older) eats out 4.1 times a week. b. Singles and married couples with no children eat out more frequently than families with children. c. As income increases, consumers eat away from home more frequently. d. People 18 to 24 year old eat out more often than other age groups. e. households with a working female eat out more frequently than those with a nonworking female. Matching up these guidelines with demographic characteristics information provides the clue to the consumer spending behavior. 19

Matching up these guidelines with demographic characteristics information provides the clue to the consumer spending behavior. In this study, population profile and consumer spending pattern will be collected mainly through surveys due to the lack of such statistics from the government. As this area is becoming very developing and the population is increasing very fast in this area. Also the demand and potential of the people are also increasing. The infrastructure is also developing. This provides an increasing market for Maggi restaurants.

Industry Trends Studying industry trends is one of the steps in conducting a market analysis. It will help us identify opportunities and threats in the industry that may affect our profitability. Studies on consumer eating and drinking patterns are available from various sources. Such studies report recent changes and trends in consumer attitudes and behaviors regarding food away from home. They can identify changing trends before they become apparent in our local market. The following are some of the sources of industry trends data available to us:

· National Restaurant Association · State and Local Restaurant Associations · Industry Groups (such as the International Foodservice Manufacturers Association) · Hospitality Industry Databases (available at many colleges and universities that offer a hospitality program) · Industry Publications The following industry trends checklist provides a sample of topics us might want to study as part of our market analysis to complete this part of our market analysis.

Growth in Industry Sales  Quick-service vs. table-service  Chain vs. independent  Various types of restaurants (ethnic...) 20

 Catering  Deli, bakery and takeout operations  Monthly/seasonal dining out patterns  Industry sales outlook  Market Demand  Economic trends  Demographic trends  "Food away from home" trends  Factors that motivate one to dine out  Eating habits of different market segments

Restaurant Success Factors  New and popular concepts/themes  Customer service innovations  Pricing practices  Food production methods  Labor saving techniques

Local Market Area Demographic and economic statistics will help us determine the restaurant sales potential of the market area we plan to serve. By comparing these statistics with those of other areas and the state, we will be able to evaluate the strength of our market area. The first step in this analysis is to define the geographic size of our market area. Be reasonable in estimating how far people will travel to reach our site. Once our geographic market area is defined, we should obtain demographic data that describes the people who live and work in the area. Are there many affluent singles? Elderly with discretionary income? Families? Descriptions of the population's age, income, education and gender will help us understand the market area we plan to serve. 21

Obtain economic statistics such as business growth trends, eating and drinking place sales, and tourism visitation data. It indicates the overall economic health of the market area. This is important since restaurant sales are closely related to local economic conditions.

Site Selection Analysis Walker, John R. (2005). The restaurant: from concept to operation Hoboken, NJ: John Wiley. After all the market area identification, population characteristics and consumer spending pattern, and competition analysis have been made, the next step to be made is to decide which specific place the proposed restaurant should be located, or " identify locational opportunities within the area delineated." There is a wide range of literature concerning site selection, and all the literature agrees that site selection is essential to the success of any retail business, including restaurant business. Because from the study we find that "When we see a retail business struggling and on the verge of bankruptcy, it is not because the location didn't have people with a median income of $32,000 or that the age group was 40-45 instead of 35-45. These subtleties are important, but they are relative. The real reason for low sales is that the location lacks one or more of the essential location factors." What criteria should be applied to evaluate a proposed site for a restaurant? Site selection criteria checklist is as follows, a. Demographics of the area: age, occupation, religion, nationality, race, family size, educational level, average income of individuals and families. b. Visibility from a major highway. c. Accessibility from a major highway. d. Number of potential customers passing by the restaurant (potential customers might be only travelers going through a community, drivers, local workers). e. Distance from potential market. f. Desirability of surroundings. Salvaneschi, L. (1 996). Location, location, location: how to select the best site for your business. Grants Pass, OR: The Oasis Press 22

From the study we find that, "When looking for the right location for our retail business, we must consider essential location factors, including: visibility, accessibility, regional exposure, high density, growth, operational convenience, safety and security, adequate parking." Location is a critical consideration because it affects our ability to draw customers. It is important that our site be visible, accessible, convenient and attractive to our market. How we evaluate our location will depend on the type of restaurant we are planning and the type of customers we hope to serve. Two major choices face prospective restaurateurs: What kind of restaurant should we open and where should we open it? We will have already selected. It is important that our location and concept complement each other. It is critical that a site be chosen based on market factors, not because of a low price. Different types of restaurants will have different location requirements. However, certain elements should be analyzed regardless of the type of restaurant we are planning. By use the following checklist to complete this part of our market analysis.

Competitor analysis Competition analysis seems to be easy but it is because of the mentality towards competition analysis that makes a lot of unsuccessful businesses. Competition analysis is not just randomly choosing the restaurants that is located to the proposed restaurant, and have a rough idea of what the competitors are like, but to carefully choose the direct and indirect competitors, and analyze all the aspects of the restaurants ranging from exterior appearance to traffic counts. From the study we find out that the competitors can be further divided into direct competitors and indirect competitors. "Direct competition represents those food service facilities that are competing directly with a specific menu. For example, Haveli restaurant operation is directly competitive, and a fast food hamburger facility is directly competitive with other fast food hamburger facility by MacDonald’s". "Indirect competition represents competition that is less direct such as a steak restaurant compared with a KFC restaurant, or a fast food chicken operation compared with a pizzeria."It indicates that two kinds of analyses should be done when sizing up the competition in an area we have tentatively selected for our own site. First, complete the competitor's location analysis. Second, complete the competitor's strategy analysis. 23

The location analysis can be conducted as following: "From the outside, evaluate whether the facility is properly located and attractive. From inside, judge the layout of the store and its merchandising, pricing, personnel training and attitudes, inventory level, cleanliness, lighting, and the number of people walking out of the store without any purchased merchandise." Competitor's strategy analysis can be done through "a straight interview with the manager or owner and with some of the employees", and "analyze the advertising of our top competitor". In this case study, observation and interview with store employees are going to be made to collect competitors' information, but analysis of competitors' advertisements is impossible to be done due the fact that none of the competitors have any advertising. Restaurant competition analysis worksheet will be adopted to collect competitors' data. Existing market area restaurants can provide valuable information to help us analyze demand and market opportunities. We can assess their competitive strengths and weaknesses and learn from their successes and failures. First, identify how many restaurants are in our market area. Then, identify those restaurants that appeal to the types of customers (market segments) that we plan to serve. We should also identify all other restaurants located in our immediate area because they can also influence our business. Consider including bar and grille, catering services, food delivery services, grocery stores with deli, etc. Refer to the Yellow Pages and our local Chamber of Commerce for listings of area food-service operations. It is important to identify any market area restaurants that have closed, and for what reasons. Also, learn what new restaurants are planned for the market area and determine how they might affect our proposed operation.

Location  Community traffic patterns  Proximity to sources of demand  Accessibility  Visibility  Surrounding neighborhood  Parking availability 24

Menu  Theme  Variety and selection  Price range and value  Beverage service  Food Quality  Taste  Presentation  Portion size  Consistency Service  Days open  Hours of operation  Service style  Quality of service  Speed of Service  Extra services offered

General Information  Number of seats  Estimated seat turnover by day and by meal period  Types of guests served (age, income, origin...)  Is business increasing or decreasing?  Entertainment  Local reputation  Advertising and promotion methods used Overall  Strengths  Weaknesses GLOBAL GROWTH AND SUCCESS STRATEGIES 25

Since the start of the company in 1973, McDonald’s Corporation began spreading domestically throughout the United States thus establishing its brand recognition. Its initial strategy began by advertising directly to the middle and upper class citizens, as can be seen in countries such as India and China. However, with its many bargain deals on several of its food items, McDonald’s began to cater to several people belonging to the lower class. In fact, through globalization and internationalization, McDonald’s was able to develop marketing strategies, while at the same time customizing them for different regions in accordance to the cultural and national variations in order to serve specific target markets. The company conducts heavy research in regions where it desires to open locations based upon a few elements, including social, cultural, technological, political, and economic situations. McDonald’s key to success is its business mantra of “think global, act local”. This has allowed the company to achieve financial success in every region it opens its fast food restaurants. Internationally, McDonald’s earns high revenues is India. India is one of the toughest markets to enter for foreign businesses, due to the governmental hardships imposed upon by the Indian government. The reason behind such hardships is solely based on the Indian government seeking to protect its domestic businesses, and employment for its citizens. Vasant Vihar, a prosperous residential area in New Delhi, was the initial location that McDonald’s opened up its first store in India in 1996. Since then, almost 60 McDonald’s restaurants have been opened. One of the most successive strategies that McDonald’s uses before opening up its stores are research and development of its foods. Tastes and preferences vary across the globe, therefore, the company thoroughly analyzes the preferred tastes, especially to not offend local cultures. For example, India is a nation where beef is highly unpopular due to religious purposes; therefore, the company had to come up with burgers that were not made with beef, but rather with chicken or lamb. Furthermore, the company had to create flavors that were spicy in order to meet the general taste preferences. In order to further emphasize the globalization element incorporated by the company, the success strategies include:

Emphasis on Local Management Throughout the world, McDonald’s prides itself in hiring locals, specifically management in order to gain acceptance into the country by its citizens. The emphasis is based on the “think 26

global, act local” theme of the company. For instance, the company decided to establish two joint ventures with two local entrepreneurs in New Delhi, who were selected to manage the fast food restaurant. This strategic move allowed the company to gain easy access to the bureaucracy associated with the country’s government.

Politically Sensitive Strategy One of the company’s major concerns was to develop ways to avoid political confrontation with the Indian government. The other major concern was to be careful of the religious sensitive’s in India. Almost 80% of Indians do not eat beef, and over 150 million Indian Muslims do not eat pork, therefore, instead of supplying the normal Big Mac, which consists of beef, the company developed the Maharaja Mac that is made of two lamb patties. Other foods were also added to the non-standardized menu including McAloo Tiki Burger, and other common Indian dishes.

Employment Opportunity Foreign enterprises are often reluctant to hire locals in their companies, specifically at the managerial positions, however, McDonald’s research concluded that in order to survive the brutal Indian government, it would have to hire locals as cashiers, cooks, managers, etc., as well as provide jobs for the country’s agricultural workforce. In fact, McDonald’s outsources its products to several Indian companies throughout India. This provides evidence to the Indian government that McDonald’s is not only customer friendly, but also employee friendly.

Environmental Friendliness In order to achieve a positive reputation, as well as follow local and national policies of a country, McDonald’s tries to establish services that are environmentally friendly. India is an example where the company provides financial contributions and sponsors several community 27

related activities in order to promote environmental protection. This is primarily seen within schools; thus indicating that the company also supports local schools.

Corporate Citizenship In order to better its reputation, this multinational firm gives back to the local citizens in all countries it operates. For example, the company provides several financial donations to local organizations. This is one way to encourage consumers to eat at its restaurants, as it is an incentive that is used to spread the name.

Pricing As the value of currencies varies worldwide, McDonald’s is often forced to change its pricing strategy in accordance to its target market. For instance, the value of a Big Mac varies worldwide. It seems that the company tries to maintain a price range on all its products based on the location, income distribution and it is for this purpose that the company opens up most of its restaurants in major cities such as New Delhi and so on. Its primary goal is to initially attract middle and upper class citizens, as they can afford McDonald’s prices. After this, they slowly target the lower middle class citizens. In the India, for example, the restaurant chain has appealed equally well to all classes ranging from the poor to the upper class; however, its popularity continues to be among the lower, middle and upper middle class.

McDonald's marketing success in India Whether we love it or despise it, McDonald's has successfully infiltrated the Indian market. In a paper published through the World Advertising Research Center (WARC), it points out that while countless fast food franchises that have attempted to open in the sub-continent, McDonald's has not only lasted the distance, it’s branching out and is opening more outlets due to its effective marketing strategies. “When McDonald’s India launched in 1996, urban Indians in Mumbai and Delhi typically ate out three to five times a month, according to AT Kearney, the management consultancy. 28

“In the 12 years since then, that average frequency has doubled and analysts forecast that by 2011 the Indian quick service restaurant market will be worth about $6.3 billion.” The first Indian McDonald’s outlet opened in Mumbai in 1996. Since then, outlets have begun trading in metropolitan and bigger towns across the country. Amit Jatia, managing director of McDonald's India, says “The past decade has witnessed a marked change in Indian consumption patterns, especially in terms of food. Households in middle, upper, and high-income categories now have higher disposable income per member and a propensity to spend more.”

Applications This survey will provide us with an industry specific market analysis format that can be used in a feasibility study, business plan or marketing plan. The following will help analyze the market potential of an existing operation, an expansion or a new development. Existing operators can use a market analysis to identify opportunities to improve sales. The analysis can provide valuable information on market conditions to help in forecasting and budgeting. It also provides a foundation for an effective marketing plan. Prospective operators can use a market analysis to project sales volume for a new restaurant venture. The analysis can provide essential information required in a business plan or feasibility study. Through careful analysis of the market, the risks of a business investment can be lessened. Using your market analysis findings, you can estimate the financial potential of your venture by creating financial projections. If we are a prospective restaurateur, these projections will help us determine if our venture is feasible.

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CHAPTER – III NEED, OBJECTIVE, SCOPE & METHODOLOGY 30

3.1 Need and Scope of the Study As there is no restaurant of such kind and the population size is very large. So there is wide scope of this study. The study can be helpful for 1. The study can be helpful in taking decision so as to improve the quality and service.

2. The study can also provide the idea about the market strategy adopted by restaurants. 3. The study can also helpful to increase the sales volume.

Statement of Problem The purpose of the study is to determine the feasibility of opening a Maggi restaurant on Jalandhar- Phagwara highway. Data will be collected through observational research method and through a survey distributed to potential customers.

3.2 Research Objectives

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The research objectives are: 1. To understand the needs and wants of the customer from the proposed restaurant. 2. To identify the market area and site of the proposed restaurant.

Assumptions of the Study In view of the successful entry of Maggi restaurants into the market, established popularity of Maggi in the market and the fact that Maggi can be use as breakfast, lunch and dinner. An assumption can be made that a Maggi restaurant at Jalandhar –Phagwara highway, where 50,000 people currently live can be a success as well.

3.3 Research Methodology The nature of the research determines that both primary research and secondary research should be conducted to collect information needed for the feasibility study. Observational research method was used to collect the information regarding site selection, and a survey was conducted to collect information concerning consumer's need and wants. In view of the different research methods, this chapter was include information about how research subjects was selected, what data collection instrument was used to conduct the survey and the observational research, what procedures was followed to collect the data, and what sample selection criteria was applied, and how the collected data was analyzed. Limitations of method, sample and procedures were also be addressed at the end of the discussion.

Subject Selection and Description: Observational research method was used for site selection and location identification. Observational research was conducted to collect the information of location, operation hours, and average check price was collected. 32

Sample Size: The size of customers must be kept in view for these limits. The parameters of the research study must be kept in view while deciding the size of sample. In this research study, Sample size is 200 respondents.

Data Collection Procedures: Sources of data: Following are the methods of sources of data: Secondary data: •

Articles on restaurant from journals, magazines published from time to time.

•

Internet.

Primary data: Questionnaire was used to collect primary data from respondents. The questionnaire was structured type and contained questions relating to different dimensions of restaurant preferences among proposed population to understand the needs and wants of the customer and to identify the market area and site of the proposed restaurant.

Data Analysis A number of statistical analyses were used in this consumer spending pattern study and market potential study. The Statistical Program for Social Sciences, version 15.0 is used to analyze the data. Due to the likert nature of the question on the questionnaire, we have used the factor analysis. Tool and techniques of analysis: The data so collected will be analyzed through the application of statistical techniques, such as pie charts. Data formulation: SPSS 33

Data Analysis tools: factor analysis

CHAPTER – IV INTERPRETATION OF FEASIBILITY STUDY ON MAGGI RASTAURANT 34

4.1 Data Analysis and Interpretation Objective 1 - Table 1: Q1.How many times do you usually go to restaurant in a month

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

once

21

10.5

10.5

10.5

twice

37

18.5

18.5

29.0

thrice

30

15.0

15.0

44.0

four times

44

22.0

22.0

66.0

more than 4 times

67

33.5

33.5

99.5

others

1

.5

.5

100.0

Total

200

100.0

100.0

35

From the above figure 1 analysis: - 33.5% respondent go to a restaurant more than 4 times, 22% respondent go to the restaurant 4 times, 15% respondent go to restaurant 3 times, 18.5% respondent go to the restaurant twice and 10.5% respondent go to restaurant once in a month.

Table 2: Q2. What is the reason for going to a restaurant? Cumulative Valid

Frequency

Percent

Valid Percent

Percent

family

18

9.0

9.0

9.0

engagement party

10

5.0

5.0

14.0

birthday party

10

5.0

5.0

19.0

for enjoyment

152

76.0

76.0

95.0

other

10

5.0

5.0

100.0

Total

200

100.0

100.0

36

From the above figure 2 analysis: - Maximum respondent i.e. 76% respondents go to the restaurant for enjoyment, 5% respondents for birthday,5% respondents for engagement party, 9% respondents go with family. The above analysis shows that most of the people go to a restaurant for the enjoyment. So there is great potential of demand for a restaurant.

Factor Analysis:Q3. What factors attract you to go to a restaurant? Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

Brand Name Location Visibility Accessibility Theme (ethnic, regional etc.) Ambience Service Quality Price 37

Hours of Operation

Analysis:KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity

Approx. Chi-Square Df Sig.

.605 247.807 45 .000

From KMO and Bartlett’s test, the value of validity should be in between 0.5 to 1.0. And we have found that from the analysis the value of validity is 0.605 which shows that our analysis is correct.

38

Total Variance Explained Extraction Sums of Squared Initial Eigen values Compon ent

Total

Loadings

% of

Cumulative

Variance

%

Total

Rotation Sums of Squared Loadings

% of

Cumulati

Variance

ve %

Total

% of Variance Cumulative %

1

2.354

23.537

23.537

2.354

23.537

23.537

1.894

18.940

18.940

2

1.530

15.304

38.841

1.530

15.304

38.841

1.572

15.722

34.663

3

1.095

10.948

49.789

1.095

10.948

49.789

1.513

15.127

49.789

4

.972

9.718

59.507

5

.900

9.005

68.512

6

.821

8.207

76.719

7

.770

7.701

84.420

8

.643

6.433

90.853

9

.554

5.544

96.396

10

.360

3.604

100.000

From the analysis of above table, the first three component i.e. Brand name, location and visibility give the approximate 50% correct data and the rest seven factors give another 50 % data.

39

From the screen plot graph, the eigenvalue and the component numbers matched so the result is correct.

Rotated component matrix:40

Rotated Component Matrix Component 1

2

3

.307

-.223

.614

Location

-.051

.147

.644

Visibility

.523

-.023

.473

Accessibility

.589

.131

.046

.780

-.066

.103

Ambience

.686

.060

.065

Service

.057

.823

.130

Quality

-.011

.817

.106

Price

.045

.143

.663

Hours of operation

.305

.331

-.110

What factors affect you to go to a restaurant? 1. Brand Name

Theme (Ethnic, regional etc.)

Maximum values of the components from the rotated component matrix Rotated Component Matrix Component 1 What factors affect you to go to a restaurant? 1. Brand Name Location

2

3 0.614 0.644

Visibility Accessibility 0.523

41

Rotated Component Matrix Component 1

2

3

.307

-.223

.614

Location

-.051

.147

.644

Visibility

.523

-.023

.473

Accessibility

.589

.131

.046

.780

-.066

.103

Ambience

.686

.060

.065

Service

.057

.823

.130

Quality

-.011

.817

.106

Price

.045

.143

.663

Hours of operation

.305

.331

-.110

What factors affect you to go to a restaurant? 1. Brand Name

Theme (Ethnic, regional etc.)

Theme (Ethnic, regional etc.) 0.78 Ambience 0.686 Service 0.823 Quality 0.817 Price 0.663 Hours of operation 0.331

From the analysis of above table we have found the component:Component 1:- theme, ambience and accessibility Component 2:- service, quality and hours of operation 42

Component 3:- Brand name, location, and price.

Reliability test for the components:For the first component:-

Reliability Statistics Cronbach's Alpha Based on Standardized Cronbach's Alpha

Items

.558

N of Items .552

3

The value of Cronbach’s alpha based on standardized items is more than 0.5 which shows that result is accurate.

Item-Total Statistics Scale Mean if Item Scale Variance if Deleted

Item Deleted

Corrected Item-

Squared Multiple

Cronbach's Alpha

Total Correlation

Correlation

if Item Deleted

Theme (Ethnic, regional etc.)

4.0400

1.385

.458

.223

.305

Ambience

4.1250

1.447

.403

.198

.401

Accessibility

4.3750

1.924

.256

.070

.609

The above analysis shows that if we left the third factor i.e. accessibility then we find the value of Cronbach’s alpha based on standardized items is 0.609 which is more accurate when we include this factor so we can left this factor. So our first component includes the factors:- Theme and ambience For the second component:-

43

Reliability Statistics Cronbach's Alpha Based on Standardized Cronbach's Alpha

Items

N of Items

.428

.486

3

The above table of Cronbach’s alpha based on standardized items shows the value is 0.468.

Item-Total Statistics Scale Mean if Item Scale Variance if Deleted

Item Deleted

Corrected Item-

Squared Multiple

Cronbach's Alpha

Total Correlation

Correlation

if Item Deleted

Service

3.3750

.999

.337

.247

.199

Quality

3.4350

1.091

.376

.250

.180

Hours of operation

2.6300

.928

.129

.017

.657

The above table shows that if we left the third factor i.e. hours of operation then we can find the value of Cronbach’s alpha based on standardized items is 0.657 so we can left this factor. So our second component includes the factors:Service and Quality

Reliability test for third Component:-

44

Reliability Statistics Cronbach's Alpha Based on Standardized Cronbach's Alpha

Items

.403

N of Items .402

3

The above table shows the value of Cronbach’s alpha based on standardized items is 0.402.

Item-Total Statistics Scale Mean if Item Scale Variance if Deleted

Item Deleted

Corrected Item-

Squared Multiple

Cronbach's Alpha

Total Correlation

Correlation

if Item Deleted

Price

3.2700

1.123

.256

.066

.275

Location

3.4200

1.300

.225

.051

.334

3.4400

1.303

.236

.056

.315

What factors affect you to go to a restaurant? 1. Brand Name

The above table shows that we cannot left any of the factor in this component because our value of Cronbach’s alpha on the basis of standardized items is not more than 0.5.

Revised factor analysis after the reliability test:-

45

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity

Approx. Chi-Square

.510 159.558

df

21

Sig.

.000

From the analysis of KMO and Bartlett’s test, the value of validity is 0.510. The idle value of validity should be in between 0.5 to 1.0.

Total Variance Explained Initial Eigenvalues Compone nt

Total

Extraction Sums of Squared Loadings

% of

Cumulative

Variance

%

Total

% of

Cumulative

Variance

%

Rotation Sums of Squared Loadings % of Total

Variance

Cumulative %

1

1.863

26.609

26.609

1.863

26.609

26.609

1.527

21.817

21.817

2

1.485

21.220

47.828

1.485

21.220

47.828

1.521

21.728

43.545

3

1.045

14.929

62.757

1.045

14.929

62.757

1.345

19.212

62.757

4

.818

11.685

74.442

5

.762

10.880

85.322

6

.648

9.261

94.583

7

.379

5.417

100.000

From the table of total variance it is found that our first three component i.e. brand name, location and visibility shows the result approximately 63%. And the rest factors show another 37% data. And the values of these three components are greater than 1.00.

46

From the screen plot graph we have found that our eigenvalue and the number of components are matched from the table of total variance.

Rotated Component matrix 47

Rotated Component Matrix Component 1

2

3

Quality

.856

-.010

.025

Service

.844

.061

.122

-.044

.832

.117

Ambience

.121

.820

.026

Location

.099

-.084

.745

Price

.151

.108

.665

-.183

.366

.564

Theme (Ethnic, regional etc.)

What factors affect you to go to a restaurant? 1. Brand Name

Maximum values of the components from the rotated component matrix:Rotated Component Matrix 1 Quality Service Theme (Ethnic, regional etc.) Ambience Location Price Brand Name

Component 2

3

0.855949 0.843648 0.831889 0.819956 0.745 0.665 0.564

From the table of rotated component matrix we have found the three components:Component 1:- quality and service Component 2:- theme and ambience Component 3:- location, price and brand name Component 1 shows that operational capability which shows the service benefit of the consumer which the consumer has find from the restaurant and its effect the consumer perception positively because when consumer find these facility from the restaurant then the perception of the consumer regarding the restaurant and product is turned on and on the basis of this the buying behaviour of consumer has been changed. 48

Component 2 shows the physical evidences of the restaurant. It shows the benefits of healthy and friendly environment. Component 3 shows the competitive edge from the restaurant point of view and from the consumer point of view it provide the economic value in the terms of brand name, easy to access or time saving and in the terms of price of the food.

Table 3

49

Q4. How much do you spend on an average per visit? Cumulative Frequency

Percent

Valid Percent

Percent

Up to Rs 50

4

2.0

2.0

2.0

Rs 50-100

20

10.0

10.0

12.0

Rs 100-150

49

24.5

24.5

36.5

more than Rs 150

127

63.5

63.5

100.0

Total

200

100.0

100.0

Valid

From the above figure 3 analyses: - 63.5% respondents spend more than Rs.150, 24.5% respondents spend Rs. 100-150, 10% respondents spend Rs.50-100 and 2% respondents spend upto Rs. 50 on an average per visit. The above analysis shows that maximum people spend more than Rs. 150 on an average per visit so this shows that there is a great potential of customers for the proposed restaurant.

Table 4: 50

Q5. If Maggi comes up with a restaurant with the above mentioned features/attributes then will you want to go and eat in the restaurant?

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

yes

165

82.5

82.5

82.5

no

35

17.5

17.5

100.0

Total

200

100.0

100.0

From the above figure 4 analyses: - 82.5% respondents ready to go to proposed restaurant and 17.5% respondents refused to go to the proposed restaurant .So maximum people are ready to go for the proposed restaurant so there is a great potential for the proposed restaurant.

Table 5: 51

Q6. How much are you willing to spend for Maggi/Burger/Soups at a time? Frequency

Percent

Valid Percent

Cumulative Percent

uptoRs 30

28

14.0

14.0

14.0

Rs 30-40

39

19.5

19.5

33.5

Rs 40-50

47

23.5

23.5

57.0

more than Rs 50

86

44

43

Total

200

100.0

100.0

Valid

100

From the above figure 5 analyses: - 44% respondents are willing to spend more than Rs.50 for the proposed Maggi restaurant, 23.5% respondents are willing to pay Rs. 40-50, and 19.5% respondents are willing to pay Rs. 30-40, and 145 respondents are willing to pay up to Rs.30 at a time.

Table 6:

52

Q7. Which location do you prefer for Maggi restaurant? Cumulative Valid

Frequency

Percent

Valid Percent

Percent

outside LPU campus

48

24.0

24.0

24.0

near Haveli

71

35.5

35.5

59.5

inside LPIU campus

54

27.0

27.0

86.5

other

27

13.5

13.5

100

Total

200

100.0

100.0

From the above figure 6 analyses: - 35.5% respondents prefer the location near Haveli, 27% inside the LPU campus, 24% outside the LPU campus and 13.5% respondents proposed other location for the proposed restaurant.

53

Table 7: Q8.What is your age? Cumulative Valid

Frequency

Percent

Valid Percent

Percent

less than 18 years

2

1.0

1.0

1.0

18-25 years

150

75.0

75.0

76.0

25-35 years

36

18.0

18.0

94.0

35-45 years

7

3.5

3.5

97.5

greater than 45

5

2.5

2.5

100.0

Total

200

100.0

100.0

From the above figure 7 analyses: - 75% respondents were of age 18-25 years, 18% respondents were of age 25-35years, 3.55% respondents were of age 35-45years, 2.5% respondents were of age greater than 45 years and 1% respondents were of below 18 years old.

Table 8: 54

Q9. What is your occupation? Cumulative Frequency

Percent

Valid Percent

Percent

service

31

15.5

15.5

15.5

business

24

12.0

12.0

27.5

student

125

62.5

62.5

90.0

agriculture

20

10.0

10.0

100.0

Total

200

100.0

100.0

Valid

From the above figure 8 analyses: - 62.5% respondents were students, 15.5% respondents were service men/ women, 12% respondents belong to business and 10% respondents belong to agriculture.

Table 9: 55

Q10. What is your educational level? Cumulative Valid

Frequency

Percent

Valid Percent

Percent

below graduation

31

15.5

15.5

15.5

graduate

50

25.0

25.0

40.5

post graduate

119

59.5

59.5

100.0

Total

200

100.0

100.0

From the above figure 9 analyses: - 59.5% respondents were Post Graduate, 25% respondents were Graduate, and 15.5% respondents were below the graduation.

Table 10: 56

Q11. What is your annual income? Cumulative Valid

Missing

Frequency

Percent

Valid Percent

Percent

upto 1 lakh

55

27.5

37.2

37.2

1-1.5 lakh

21

10.5

14.2

51.4

1.5-2 lakh

19

9.5

12.8

64.2

above 2 lakh

53

26.5

35.8

100.0

Total

148

74.0

100.0

System

52

26.0

200

100.0

Total

From the above figure 10 analyses: - The income level of 26.5% respondents is above 2 lakh, 1.5-2 lakh is of 9.5% respondents, upto 1 lakh is 27.5% respondents and 26% respondents did not disclose their income.

57

CHAPTER – V SUMMARY, FINDINGS, CONCLUSION, LIMITATION & RECOMMENDATIONS

5.1 Summary Knowledge cannot be gained only on the basis of theoretical understanding from books. A practical insight is necessary for the learning process to make it complete and effective. 58

My project aim was to find out feasibility of opening a Maggi restaurant on Jalandhar-Phagwara Highway. In my research study 200 respondents are taken for the purpose of survey just to observe and to understand the needs and wants of the customer for the proposed restaurant. It also focuses on the market area and site of the proposed restaurant. We found that most of the respondents choose location near Haveli and the visit restaurant for the enjoyment purpose. So the feasibility of opening Maggi restaurant on this selected site have very high rate of growth in order to have restaurant at this place.

5.2 Findings of the study From the analysis of project the major findings are as follows: 1) The maximum respondents go to the restaurant more than 4 times in a month so there is a great potential of the customers for the proposed restaurant. 2) The maximum respondents go to a restaurant for the enjoyment. 3) From the analysis it is found that most of the respondents spend Rs. More than 150 on an average per visit so there is a great potential of the customer and the potentiality in the terms of money or demand. 4) Maximum respondents are willing to go to the proposed restaurant of Maggi so there is a great potential of customer for the proposed restaurant. 5) Maximum respondents are willing to spend more than Rs.50 on a visit for the proposed restaurant of Maggi so there is a great potential of the customers. 6) Maximum respondents prefer the location “Near Haveli” for the proposed restaurant. 7) From the factor analysis we have found the three components. First component shows the operational capabilities of the restaurant, second components shows the physical evidences of a restaurant and the third component shows the economic values for the consumers and competitive edge from the restaurant point of view.

59

5.3

Conclusion

This project determines the feasibility of opening a Maggi restaurant on Jalandhar- Phagwara highway to understand the needs and wants of the customer and to identify the market area and site of the proposed restaurant. Maximum respondents choose the location of “Near Haveli” as the location of proposed restaurant. From the analysis we have found the three component i.e. From the first component includes the service and the quality of the products which shows the operational capabilities of the restaurant, second component contains the theme and ambience of the restaurant which shows the physical evidence of the restaurant and three component shows the location, price and the brand name of the restaurant which shows the economic values from the consumer point of view and the competitive edge from the restaurant point of view. So there is a feasibility of the proposed Maggi restaurant on Jalandhar- Phagwara highway near Haveli.

5.4 Limitations The limitation of the research includes the following two points: a. The time and money constraints. b. Unwillingness of respondents c. Again, asking about family income will make the subjects more aware of security issue when revealing their family income. As a result, no family income questions are asked in the questionnaire, and no such information can be collected.

60

5.5 Recommendations We can see that the people are really becoming habitual of spending more money on having a food at restaurant as their income levels increases so there is high possibility of success for a Maggi restaurant on the Jalandhar- Phagwara Highway near Haveli.  Restaurant should focus on its operational capabilities so that they can give better quality and services.  Restaurant should focus on its physical evidences like ambience etc. so that they can create the healthy environment and consumers feel free at the restaurant.  Restaurant also focuses on the location because it gives the main competitive edge.  Price of the menu should be according to the competitors.

61

CHAPTER – VI BIBLIOGRAPHY

6.1 Bibliography

62

Andrews, L. (2003). Buying & selling a restaurant business: for maximum profit Ocala, F1: Atlantic Pub. Group Arduser, L. (2003). Restaurant site location: finding, negotiating & securing the best food

service site for maximum profit Ocala, F1: Atlantic Pub. Group Brown, D. (2003). The restaurant manager's handbook: how to set up, operate, and manage a

financially successful food service operation Ocala, FL: Atlantic Pub. Group Eppli, M. J. & John D. B1994.The evolution of shopping center research: a review and analysis.

The Journal of Real Estate Research. 9.1:5-32 Fullen, S. (2005). Opening a restaurant or other food business starter kit: how to prepare a

restaurant business plan &feasibility study Ocala, F1: Atlantic Pub. Group Katsigris, C. (2006). Design and equipment for restaurants and foodservice: a management

vie. Hoboken, NJ: John Wiley Melaniphy (1992). Restaurant &fast food site selection New York, NY: John Wiley & Sons, Inc. National Restaurant Association (l998). Conducting a feasibility study for a new restaurant Washington DC: National Restaurant Association Restaurant Market Analysis (2003). Retrieved January 27th, 2006, from http://www.uwex.edu Salvaneschi, L. (1 996). Location, location, location: how to select the best site for your

business. Grants Pass, OR: The Oasis Press Studying Feasibility Studies. (l998). Retrieved December 26, 2005, 63

From http: //www.restaurant.org Sweeney, K. (2004). The new restaurant entrepreneur: an inside look at restaurant deal-

making and other tales @Om the culinary trenches Chicago, IL: Dearborn Trade Pub. Walker, John R. (2005). The restaurant: from concept to operation Hoboken, NJ: John Wiley.

6.2 References http://www.cluteinstitute-onlinejournals.com/PDFs/115.pdf http://www.marketingmag.com.au/news/view/mcdonald-s-marketing-success-in-india-852 http ://www.restaurant.org http://house.scol.com.cn http://www.uwex.edu

64

CHAPTER – VII APPENDIX

Questionnaire Dear Sir/Madam.

65

We are conducting this survey as a part of our M.B.A. programed from Lovely Professional University, Punjab. The purpose of this survey is to study the “Feasibility Study of opening a Maggi Restaurant at Jalandhar-Phagwara Highway”, so we would be grateful if you could spend some of your precious time in filling up this Questionnaire. Q1.How many times do you usually go to restaurant in a month? Once

Twice

Thrice

4 times

More than 4 times

Q2. What is the reason for going to a restaurant? Family

Engagement party

Birthday party

for enjoyment

Other (specify)…………….. Q3. What factors attract you to go to a restaurant?

Strongly Agree Agree

Neutral

Disagree

Strongly Disagree

Brand Name Location Visibility Accessibility Theme (ethnic, regional etc.) Ambience Service Quality Price Hours of Operation Q4. How much do you spend on an average per visit? Up to Rs.50

Rs.50-100

Rs.100-150

More than Rs.150

Q5. If Maggi comes up with a restaurant with the above mentioned features/attributes then will you want to go and eat in the restaurant? Yes

No 66

Q6. How much are you willing to spend for Maggi/burger/soups at a time? Up to Rs.30

Rs.30-40

Rs.40-50

More than Rs.50

Q7. Which location do you prefer for Maggi Restaurant? Outside LPU campus

Near Haveli

Inside LPU campus

Other (specify)…………………….. Q8. What is your age? Less Than 18

18-25 years

25-35years 3 5

35-45

Greater Than 45

Q9. What is your occupation? Service

Business

Student

Agriculture

Others (specify)……….

Q10.What is your Education level? Below graduation

Graduate

Post Graduate

other (please specify)…….

Q11. What is your annual income? Up to 1 lakh

1-1.5lakh

1.5-2lakh

Above 2 lakh

Name…………………………………………………….. Mobile no………………………………………………… Address…………………………………………….

67

68