Marketing Research 2014

Market Research Plan:Introduction:

Marketing research involves collecting, organizing, analyzing and
communicating information that can be used in order to make an informed
marketing decision.
Performing market research will complement your marketing mix strategy as
it enables you to make educated decisions regarding selecting markets, your
image or branding and products or services.

Overview:
The age group we are taking as the base of our study is 18-28 , we have
selected this age group because this age group is energetic willing to
experiment and has the finance capability to support their desires .
They are fresh earners as compare to the seniors and they provide an
opportunity to explore and research various tastes and preferences. They are
more open to new cuisines and have acceptance towards new trends. this age
group is more vocal about its needs and wants and are not willing to
compromise.
The place of our study is a restaurant (Polka Dots), the reason why we have
taken this is that it is preferred by this very age group and it also provides
various cuisines from which different are derived.

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Defining The Problem:

Identifying the needs and wants according to taste and preferences of a
particular age group.
How the trend is set in this age group?
Which are the factors that influence their choices?
to what extent these factors infuence the trends.

Data Collection:
Primary Data:
Source of primary data are the staff and the manager of the restaurant itself
and the details provided by them.

Qualitative:
In this we are trying to understand economies and diseconomies at Barista.

Secondary data:
Source of secondary data are previous researches done, magazines & blogs
etc.

Place Of Research:
Polka Dots is a place for family togetherness organized around a common love
of the Italian and Indian cuisine. It is Pune's first stand-alone restaurant for
world cuisine. The restaurant is a popular eating place where people in the
mood for different cuisines come together to enjoy the informal Ambience,
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friendly service and delicious food. The cuisine includes South East Asian,
European, American, Mexican and Indian.

PRIMARY RESARCH
CUSTOMERS
The main respondents of this research were the customers of the restaurant as
the study was based on the consumers behavior and trends of a particular age
group. Along with them data was also collected from the managers and waiters
and chefs as they were the silent observers of their behavior.
Data Collection Technique

The data was collected through quantitative form of research technique where in
a questionnaire was developed for the respondents. This was done because the
respondents were there to enjoy their leisure time of to have some time alone
with their family friends and mates. Thus other detailed and hence time
consuming techniques would be unwanted by them. therefore this techniques
were used.
The no of respondents were 100 in no. and the duration of the study was for over
three weeks spread across the various polka dots restaurants in the city.It was
mostly conducted on weekends including Fridays as these are the most busiest
periods of the week and the regular customers visit usually during these times.
Questionnaires were not distributed and customers were left alone to fill them,
rather we helped them out through the process to help them to be able to
understand and analyze better.
This also ensured that the integrity of the data is maintained and accuracy is high.

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Secondary Data
Literature Study
The literature study was done to get a brief idea of how the age group in this
study is analyzed throughout the whole country. It would help us to compare the
behavior of at the particular place with respect to other parts of the country.
IT also helped us to know how the consumers are influenced and what factors are
influencing them and then these factors were taken into consideration while
designing questioners.

Analysis
The data collected was compiled and represented in the form of percentages as it
would help us in getting a holistic idea of the respondents behaviors and make it
simpler and defragmented making it easier to draw conclusions.
The data was represented through pie charts so as to make it easier for the
viewer to easily get the main picture without going through the details much
saving time.
The analysis of the answers to the question asked to the mangers waiters and
chefs revealed that the customers at the restaurant were of the ages between 19
to 28 which was the age group under study for our project.

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They also revealed that most of the consumers came with their friends rather
than family and that they came to know about the restaurant through word of
mouth.
The most proffered cuisine was Italian and that the consumers were ready to pay
for the high prices and not only that but also they were all very satisfied with the
food and services they got.
While analyzing the data received from these people it was also deduced that the
customers came to Polka dots with the perception that it is very hygienic and the
oils and raw materials used for cooking are of the utmost quality and thus they
were ready to pay a lump sum for it

Detailed analysis of primary data

The data collected from the customers after being sorted and by
clubbing various data and removing the unnecessary parts and then
properly arranging and representing them through graphical tools and
in terms of percentage was very easy to draw conclusions from.

The following are the few question and their analysis

which helped us in drawing a conclusion.

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What is your regular billing amount ,(for two people)?

1000 or below

n% of respondents

1200 to 1600
1800 and above

20

30
1000 or below
1200 to 1600

50

1800 and above

Observation of this data shows that most of the respondents coming to

this restaurant are willing to spend high amounts for the food provided
and thus it can be said that there is no financial constraint in making
decisions.
The reasons deduced on further investigation were that they were ready
to pay high as the belived that the wee getting superior quality products
and that the raw materials used were hygenic and that it was healthy to
eat such products. Most importantly they were willing to spend for the
exotic fruits and vegetables and spices provide in the restaurant.
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How did you come to know about this restaurant,

Referred by a friend, family etc
Advertisements
Randomly dropped in

n% of respondents

20

20

Referred by a friend,
family etc
60

Advertisements
Randomly dropped in

In this information given it was observed that most of the customers

who came here were invited or came under the influence of peer
groups. thus suggesting that the peer group or the social circle the
consumer is present in influences the decision of coming to this
restaurant to a great extent.
The buying trends of this age group is greatly influenced by the peer
pressure because the information about the new products and
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specifically this restaurant is got through word of mouth and that the
consumer wants to belong to a certain social class and going to this
restaurant does satisfy this need.

Do you consider yourself to be health conscious?

n% of respondents

30
Yes
no
70

Here it is observed that the maximum no of customers are health

conscious and that they come to this restaurant due to the perception that
this restaurant provides high quality products which are made in a health
friendly way. thus they are willing to pay such high prices for these
offerings
It is also observed that most of them prefer Italian cuisine in which there
is minimum usage of oil and spices thus making it very good for health
therefore the customers come here to eat health Italian food.

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Do you consider the prices of these food items to rational.

Yes
No

n% of respondants
20

Yes
No

80

Most of the people responding didn't have any issues with the pricing of
the food served here.
They are all satisfied consumers and they pay because they think it is
rationally priced given the ambience, service and quality of product.
The young adults have huge spending power and are ready to spend any
amount to get what they desire and if they feel that the product is giving
the best services.

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The most important point being that the consumers are health conscious
and are having knowledge that the products used in the cooking of these
particular items are expensive and they need to pay more for healthy oils
and raw materials.

Do you follow cookery magazines shows blogs etc

Yes
No

n% of respondants

Yes
No

A decent no of people take a keen interest in knowing about

cooking and food as a whole and thus are more aware of the
products available in the market. They know about various
cuisines and also about the contents of different cosines and
thus are more specific about their requirements and have high
expectations from the food they eat at the restaurant.
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Thus it can be said the customers coming to this restaurant are
quite aware of what they want and that their high expectations
are delivered so they feel highly satisfied.
Another aspect is that they find that only very few restaurants
are able to provide them with the specialized dinning experience
and variety in menu where polka dots is one of the best
considering all factors.

Conclusion
After going through all the data and analyzing the information provided
It is found that the Young adults (19 to 30) years of age are very aware
of what they want and have high expectations from the products they
chose. They are willing to pay high prices to satisfy their wants and if
the product delivers what the want then the price is not a botheration.
It can be said that the latest trend in the young adults pertaining to
food in this particular restaurant is that
"demand for high quality goods which are healthy as well as belong to a
high social culture which are perceived to signify a high standard of
living and the products themselves have become a way of self
expression"
Thus the study suggests that the young Adults are in the hobbit of
buying superior products at high price and more of exotic cuisines.

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