Ethnographic

Reasearch on
Pankouri café
Conceptual Framework

Factors affecting Consumer Decision making CRC>CRA>CRV =Consumption

process

Religious
CR • Consumption
Related
School
C
Institutio Cognition
n

Peer Media CR • Consumption

Related

A
Attitude

Family Gender
CR • Consumption
Related

V
Values

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The Café

Pankouri Café
Bil-kathuriya Kajirgao Keranigonj
Dhaka, 1310
Bangladesh
01855-887556
https://www.facebook.com
/পানকৌড়ি-ক্যাফে-341738223107685/

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Business inspiration

4
Observation
Appearance of Customers Consumer Volume
based on Time per age group

Morning (upto 1.00 )

13% 3%6% Lunch Time (upto 4.00) 40+ y 0-20 y 0-20 y
Post Lunch (upto 7.00) 25% 20% 21-40 y
40+ y
Dinner time

21-40 y
78% 55%

Time wise entry of Consumer group

45

31
27
22

10
8
4 3 3
2 2 2 1
0 0
5
Couple(young) Couple with kids Group of friends Family

Morning (upto 1 p.m ) Lunch Time (upto 4 p.m) Post Lunch (upto 7 p.m) Dinner time
Observation

Food Item Rank (as per number of serving)

Time Slot 1st 2nd 3rd 4th 5th
Morning (upto
Hot Coffee Noodles      
1.00 )

Lunch Time Chocolate

Set Menu Cold Drinks Cold Coffee French fry
(upto 4.00) milkshake

Post Lunch
Cold Coffee Noodles Pasta Soup Hot Coffee
(upto 7.00)
Set menu &
Dinner time Combination of Soup Cold Coffee    
heavy meal

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Findings

▪ Socio Cultural aspects: dynamics of social

class Peer influence
▪ Gender:
▪ Religious institutes or educational
institution: Not Identified
▪ Media: Facebook
▪ Food is a part of their need but they want to
relax and spend the time here as a form of
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entertainment.
 Consumer behavior is dynamic and
not always follow the anticipated
outcome

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Additional Promotional activity
 Mobility and
security increased

Impact on non consumer

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10
Seating Arrangement
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Vehicles used by consumers
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Food and related activity
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Current and past menu
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Proposed Menu
Recommendations

▪ Food serving
Process ▪ Marketing and
Reengineering promotions
▪ Diversification of
Food Menu
▪ Automation

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Thank You !

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