SHIVA TOURIST

DHABA
GROUP 7
▪ PRATYUSH ARYA                291038
▪ PRIYANSHU KOTHYARI      291039
▪ RACHIT KAKKAR                291040
▪ RAHUL KUMAR                    291041
▪ RAJAT MAITRAYA              291042
▪ RAUNAK KISHORE              291043
❑ RESEARCH OBJECTIVE:
▪ To gain insight into the level of customer loyalty.
▪ To study impact of marketing mix(i.e. place, price,
promotion and product etc.) on its loyal customers.
▪ To delve into the customer base of the Dhaba to gain
insights about the end customer.
▪ Basis all meaningful insights suggest appropriate
positioning strategy for Shiva Tourist Dhaba.

❑ DECISION PROBLEM:
How to develop desired positioning strategy for Shiva
Tourist Dhaba to 
fight the growing competition in the market and utilise the
customer loyalty aspect?

❑ RESEARCH PROBLEMS:
▪ To mine the desired data in a way ,that meaningful
insights are drawn for decision making and develop
the right positioning strategy.
▪ To find appropriate market research tools and
techniques for research which are in accordance with
the type of data collected.
VALUE
PROPOSITION
& OFFERINGS
❑ Regression Analysis:
• Dependent Variable:
• Customer Loyalty

• Independent Variable:
• Product: Innovation in menu
• Price: Affordable Cost
• Promotion: Hoardings, Party Space
• Place: Hypermarket

❑ Feedback Analysis

❑ Designing Hypothesis and applying Appropriate

tests
research designed by the marketing
research team

▪ A survey was conducted among the customers of Shiva

Tourist Dhaba
▪ Customers were segregated on the basis of screening
questions
o Customers who have visited 1-3 times were labeled as
Low loyalty (L)
o Customers who have visited more than 3-5 times were
labeled as Medium loyalty (M)
o Customers who have visited more than 5 times were
labeled as High loyalty (H)
▪ Data was collected for various variables such as advertising,
price, place, food quality, service quality, variety, services
cape, parking facility and rewards provided to drivers. A 5-
point Likert scale was used. 
SUGGESTIONS FOR BETTER
MARKET RESEARCH
▪ In addition to survey, interviews should also
have been conducted to gain deeper insights
▪ Net Promoter Score (NPS) should have been
used to measure customer loyalty
▪ The questionnaire (EXHIBIT 5) was very
generic. It could have been better designed
to gain deeper insights
▪ Competitor analysis should have been done
to identify major competitors and research
their product, sales and marketing strategies