A market survey of Star Kabab’s customer satisfaction on Kabab

A market survey of Star Kabab’s customer satisfaction on Kabab

Submitted to

S M Asif Ur Rahman
Assistant Professor
School of Business & Economics
United International University (UIU)

Submitted by

Name | ID | 1. Mohd Tawher Ashraf Siddiqui Sadat | 111 123 214 | 2. Gunjan Adhikary | 111 123 176 | 3. Md. Jahidur Rahman | 111 123 234 |

Date of Submission: 20th Jan, 2014

United International University

Acknowledgement |

This project has been an eye-opener for us and we have been fortunate to have the support, assistance and encouragement of a number of individuals while preparing this report. Without their support it would be hard to complete this study. We express our sincere gratitude to our Institutional Supervisor Mr. S M Asif Ur Rahman, Assistant Professor, School of Business & Economics, United International University, Dhaka for guiding us in completing this study. Our thanks goes to the team members whose unflagging capacity for creative work and long hours made the project successful – under the pressure of deadlines, political instability and many other obstacles. And thanks to those who have helped us to prepare our survey with various advises and information.
We would like to thank the honorable authors of the book “Basic Business Communication”- An American Perspective, written by Raymond V. Lesikar and Maric E. Flatley because we have taken a lot of information from his book.

20th Jan, 2014

To
Mr. S M Asif Ur Rahman,
Assistant Professor,
School of Business & Economics,
United International University, Dhaka
Subject: Submission of Business Communication (BUS 2112) survey report
Dear Sir,
In the following pages, we have done a market survey of Star Kabab’s customer satisfaction on Kabab. We have enjoyed preparing the project. In preparing this report, we have tried our level best to include all the relevant information and tried to identify different problems. As we are beginner, we may make some mistakes. If you consider our mistakes as pardonable, we will be very pleased and it will be very helpful for our future career.
Furthermore, if you have any query about this business plan please feel free to ask any of our group members.
Sincerely Yours- 1. Mohammad Tawher Ashraf Siddiqui - 111 123 214 2. Gunjan Adhikar - 111 123 176 3. Md. Jahidur Rahman - 111 123 234

Table of Contents

Name of contents | Page no. | 1.0. Executive summary | 6 | 2.1. General Consumption of Star Kabab’s products | 6 | 2.2. Frequency of Purchase | 6 | 1.3. Kabab Consumption | 6 | 1.4. Customer Satisfaction | 6 | 1.5. Conclusion | 6-7 | 2.0. Introduction | 7 | 3.3. Objectives | 7 | 3.4. Background | 7-8 | 3.5. Scope & Limitation | 8-9 | 3.6. Research Objectives | 9 | 3.7. Research Methodology | 9 | 3.8. Research Methods | 9 | 3.9. Sample Design | 10 | 3.10. Data analysis & findings | 10-13 | 3.11. Frequency of purchase | 13 | 3.12. Kabab consumption | 14 | 3.13. Consumers Satisfaction | 15 | 3.14. Suggestion & Recommendation | 15 | 3.15. Conclusion | 16 | 3.0. Locations | 16 | 3.1. Reference | 17 | 3.2. Bibliography | 17 | 3.3. Questionnaire | 18-20 |

1.0 Executive Summary

Our research team has conducted a survey between January 16th to 17th, 2014 to understand the consumption habits and preferences of Star Kabab’s customer. These findings were to supplement a content analysis done on the data collected from the survey, Star Kabab’s authority and interpreting the customer’s satisfaction on different types of Kabab.

Key Research findings -

1.1 General Consumption of Star Kabab’s products: The kabab products were the most purchased item from Star Kabab constituting 35% of the total items sold. Beef Sheek Kabab, Mutton Botty Kabab, Chicken Rashmi Kabab were the most popular from Star Kabab, closely followed by Grill Chicken Kabab and Chicken Tikka Kabab.

1.2 Frequency of Purchase: The purchase of kabab has outnumbered our expectation. There was about 63% male and 37% female consumers consumed kabab several time monthly.

1.3 Kabab Consumption: Most people 22% have tried Beef Sheek Kabab, 20% Grill Chicken Kabab, 7% Mutton Botty Kabab and many more. Many consumers also have a combined choice of purchase.

1.4 Customer Satisfaction: Most consumers feel that the price should be TK.50 for a single piece of kabab. Some people also accept the current price of Tk.70. However there are few extremely rich people who are ready to pay even Tk.100 for a single kabab.

1.5 Conclusion: One of the examples includes that there is very few number of consumers who have supported that staffs of Star Kabab are respectful.

This survey didn’t show the attitude of staffs, however in reality most of the staffs are disrespectful and they take a lot of time to serve the customers. 2.0. Introduction

This report is been prepared to meet our course requirement. This report is trying to focus on customer satisfaction of kabab. We are trying to illustrate the level of satisfaction of the consumer of Star Kabab, the quality of its food and service and many other important aspect. This report may be helpful to the authority of Star Kabab as they can have a clear view about their food and service quality from their consumer’s perspective.

2.1 Objective: 1. To determine the level of customer satisfaction of Kabab. 2. To determine the customers concern and preference about the quality of food and service. 3. To determine the level of price that may affect consumer’s choice. 4. To determine the market position.

2.2. Background
Dhaka being under the Mughal rule for years has a rich heritage in terms of culinary history. Whether it is the basics like rice or bread, or the main dishes like chicken or beef, Dhaka foods bear a significant influence of Mughal taste. So the city has a good number of kabab joints scattered throughout the entire capital. Downtown Dhaka is famous for its kabab’s. Star Kabab is almost a household name in this part of the city. It offers a wide range of tandooris and grills, along with naans and parathas. Apart from the kabab’s, Star is also famed for its Chicken Jhalfry, Brain Masala, Liver Curry and of course Kaachi Biryani.

Star Hotel & Kabab Restaurant is one of the best places where people from all over the country come to console their stomach. It is one of very old restaurant located in the city of Dhaka. Its main branch is located at Thatari Bazar, Nawabpur. Other branches are located at Dhanmondi-2 and Dhanmondi-16. Star Hotel is popularly known as Star Kabab because of its delicious kabab’s. It is best known as the kabab ghar.

If not mistaken, the star hotel had started its journey on 1967 to serve better and hygienic food and serves an economic benefit to the country’s economy. The founder Haji Mohammad Momtaz Uddin Ahmed was born on 23rd September 1941 who came up with such a great idea of popularizing kabab with a new taste. His hard work came to a success as people rushes into the hotel to eat his different types of special kabab.
Kabab’s are an all-time favorite in this part of the world. Although it is a bit on the spicy side in terms of taste, but being quite succulent and soft, it has earned a global popularity too, in the last few decades. Be it grilled, fried or salted, kabab’s have an amazing taste, which is liked by one and all.

Some of the popular names of kabab are- Beef Sheek kabab, Mutton Botty kabab, Grill Chicken kabab, Tikka kabab, Chicken Tikka kabab, Chicken Rashmi kabab, Khiri kabab & Ghurda kabab.

2.3 Scope & Limitation
For our report, we have done our survey on a total of 94 consumers’ comprising with both male and female. These consumers were really helpful and they had provided us their valuable opinion for our survey. The authority of Star Kabab has also helped us by allowing us to conduct our survey on their consumers.

By conducting the research, we have faced many problems and obstacles too. Though we have managed to conduct our survey on 94 consumers, yet we had to bear some insults doing this survey. There were some people who got angry on us, some silently replied no and some just showed their blunt eyes indicating they are not ready and they don’t like such things or they don’t want to be disturbed. Apart from all other problems, due to shortage of time we couldn’t conduct the survey for a long time.

2.5 Research Methodology

Specially, this research aimed to address the following questions to determine the patterns of consumption and consumer preferences and satisfaction at Star Kabab. 1. What is the daily current consumption of Kabab of Star Kabab’s products? 2. Which is the most popular kabab from all the list of Kabab Ghar? 3. What are the key preferences of Star Kabab’s kabab consumer? 4. What is the consumer perception of Star Kabab’s food quality and service? 5. What new products could be included in Star Kabab?

2.6 Research Methods Our research team has used only one type of research method. We have used the structured Questionnaire method. We have done some primary research also to get certain information which cannot be asked to the consumers. The method of Questionnaire was issued on a randomized basis to the consumers of Star Kabab who have at one time or other consumed Kabab and other products of Star Kabab.

2.7 Sample Design A total of 94 respondents participated in the survey, conducted between 16th and 17th January 2014. There Total percentage of male attendants was 54 % and total percentage of female attendants was 38%. 2.8 Data analysis and findings: After deep analysis we have gathered all the information together and interpreted some important aspects about Star Kabab.
We found that around the total male consumer to be arround 56% and female consumer to be 38% from all the members of the survey.
Analysis of Male participants * Total no. of attendants: 56 * Age Age | Service Holder | Business | Student | Retired/Others | 15-25 | 2 | - | 23 | - | 26-35 | 7 | 3 | 2 | - | 36-45 | 5 | 4 | - | - | 46-55 | 2 | 4 | - | - | 56-above | - | 2 | - | 2 | Total = | 16 | 13 | 25 | 2 |

* About 20% male consumers have chosen Star Kabab for its food quality. Then comes comfortable facility (sitting), service quality and so on. * Most male consumers’ likes to consume Beef Sheek Kabab, followed by Grill Chicken Kabab, Mutton Botty Kabab and so on. * The price that most consumers’ are willing to pay for kabab is Tk.70, around 25% consumers prefers the price to be Tk.70; some have also selected Tk.60 and so on.

* Most of the male (21%) visits Star Kabab just for eating kabab. There are also some consumers who visit here for business purpose, dating, relaxing, and meeting friends. * The most important service that is important to the male consumers of Star Kabab is to provide the products and service as they promised. They also prefers suitable environment as they next preferences. * Unknowingly, by the research we have found that there some male consumers who will not leave Star Kabab if other Kabab shop offers a discount and some consumers who will definitely move to the new one. However, by the survey we have found that 28% consumers prefers to stay behind and 28% may move to the new Kabab shop for getting discounts. * According to male consumer’s satisfaction, they confirmed that 19% of the male consumer will definitely leave eating from Star Kabab if Kabab quality falls, 15% if price increases, 6% if service falls, 5% long distance and some more or other.
Analysis of Female participants * Total no. of attendants: 38 * Age Age | Service Holder | Business | Housewife | Student | Retired/Others | 15-25 | 2 | - | 1 | 23 | - | 26-35 | 1 | - | 2 | - | - | 36-45 | 1 | - | 4 | - | - | 46-55 | - | - | 2 | - | - | 56-above | 1 | - | 1 | -- | - | Total = | 5 | - | 10 | 23 | - |

* About 17% female consumers have chosen Star Kabab for its food quality. Then comes comfortable facility (sitting), service quality and so on. * Most female consumers’ likes to consume Grill Chicken Kabab, followed by Beef Sheek Kabab, Mutton Botty Kabab and so on.

* The price that most consumers’ are willing to pay for kabab is Tk.50, around 13% consumers prefers the price to be Tk.50; some have also selected Tk.70 and so on. * Most of the female (12%) visits Star Kabab just for eating kabab. There are also some consumers who visit here for dating, relaxing, and meeting friends. * The most important service that is important to the female consumers of Star Kabab is to provide the products and service as they promised. They also prefers suitable environment as they next preferences. * Unknowingly, by the research we have found that there some male consumers who will not leave Star Kabab if other Kabab shop offers a discount and some consumers who will definitely move to the new one. However, by the survey we have found that 23% consumers prefer to stay behind and 15% may move to the new Kabab shop for getting discounts. * According to male consumer’s satisfaction, they confirmed that 15% of the female consumer will definitely leave eating from Star Kabab if Kabab quality falls, 8% if price increases, 4% if service falls, 3% long distance and some more or other.

Price that the consumers are willing to pay

2.9 Frequency of Purchase

Most of the consumers of Star Kabab have a steady growth in their consumption pattern. According to the survey, we found that male visits here “several times monthly” (63%) and female (37%). Out of 63% of male, mostly the student’s visits here followed by business person, service holder and so on. And among female of 37%, mostly the visitors are student followed by housewife and service holder.

2.10 .Kabab Consumption

While Star Kabab’s menu is diverse, kabab products are dominant in the menu. We have analyzed the consumption trend of different kabab products sold. Based on the survey response most people 22% have tried Beef Sheek Kabab, 20% Grill Chicken Kabab, 7% Mutton Botty Kabab and many more. Many consumers also have a combined choice of purchase. The illustration list is given below.

2.11 Consumers Satisfaction Almost all the survey respondents are satisfied with Star Kabab’s experience. In fact, more than 60% consumers feel that they would not change to any other kabab store. They will stay behind here at Star Kabab. However some consumers may shift over to another kabab store as they are price conscious people. Most consumers feel that the price should be TK.50 for a single piece of kabab. Some people also accepts the current price of Tk.70. However there are few extremely rich people who are ready to pay even Tk.100 for a single kabab.

2.12 Suggestions & Recommendations Regardless of the positive response that Star Kabab’s kabab commanded from the respondents, there were some recommendations given by the respondents in order to improve Star Kabab’s experience further. One of the major recommendations given was Star Kabab should bring up some new items of Kabab in its menu since these are just rolling for a long term. People also believe that service quality should improve more and staffs should give proper respect to the consumers. The authority should be aware of the time that customer can give up for the product they wanted to purchase. They should maintain the time so that people never gets upset and angry at Star Kabab. So, in short, time, service quality and off course the product price should be maintained at a satisfactory level.

2.13 Conclusion As the data was analyzed, it was observed that the data was inconsistent with observation and survey responses. One of the examples includes that there is very few number of consumers who have supported that staffs of Star Kabab are respectful. This survey didn’t showed the attitude of staffs, however in reality most of the staffs are disrespectful and they take a lot of time to serve the customers. Such inconsistencies have therefore impeded the researchers from making conclusive statements on the consumption of Star Kabab kabab products. In particular, it was not possible to accurately calculate average daily purchases from Star Kabab. Moreover, majority of insights from the survey relate to the consumer satisfaction level, price of kabab’s that the consumers are willing to pay, market position, etc. which shows that the consumer of Star Kabab are mostly satisfied and if they should continue to provide so that the consumer continues the trend of consuming kabab.

3.0. Location: 1. Main Branch: Star Hotel Private Restaurant BCC Road, Thatari Bazar, Nawabpur, Dhaka 2. Dhanmondi-2 Branch: Star Hotel & Kabab Restaurant Road No.2 Dhanmondi, Dhaka, Bangladesh Phone: +88029676847 3. Dhanmondi-16 Branch: Star Kabab & Bakery Road No.15, Satmasjid Road, Dhanmondi Dhaka-1209

3.1 References 3.2.1 https://www.google.com 3.2.2 https://www.wikipedia.com 3.2.3 https://www.dhakatribune.com

3.2 Bibliography

3.3.4 Basic Business Communication - Raymond V. Lesikar and Maric E. Flatley 3.3.2 Google - https://www.google.com

United International University
Course- Business Communication
Course Instructor- S M Asif Ur Rahman

We are trying to gather information about Star Kabab’s customer satisfaction on Kabab. This survey is part of the process. Please help us to do this by completing this questionnaire.

A market survey of Star Kabab’s customer satisfaction on Kabab

1. Your Gender? Male (পুরুষ) Female (মহিলা)
[Total Male: 56]
[Total Female: 38] 2. Your Age? 15-25 26-35 36-45 46-55 56-older আপনার বয়স ?

3. Your Occupation? Service Holder Housewife Busniess আপনার পেশা Student Retired/Others

[Total no. of Service Holder (Male) - 16 (Female) - 5 Housewife (Female) - 10 Business (Male) - 13 Student (Male) - 25 (Female) - 23 Retired/Others (Female) - 2 ]

4. How often do you visit Star Kabab? আপনি কি স্টার কাবাব এর নিয়মিত গ্রাহক ? Several times weekly Several times monthly Several times half-yearly Several times yearly

[ Total Male: 48 Female: 46 ]

5. Why do you choose “Star Kabab” for eating kabab? কাবাব খাওয়ার জন্য কেন স্টার কাবাব কে বেছে নিয়েছেন ? Comfordable facility(sitting) Service quality Food quality Price Hygiene Other
[ Male: 20 (Food quality)
Female: 17(Food quality) ]

6. Which type of Kabab you eat the most? আপনি কোন ধরনের কাবাব খেতে পছন্দ করেন? Beef Sheek Kabab Mutton Botty Kabab Grill Chicken Kabab Tikka Kabab Chicken Tikka Kabab Chicken Rashmi Kabab Khiri Kabab Ghurda Kabab

[ Total Male: 14(Beef Sheek) 10(Grill Chicken) Female: 8(Beef Sheek) 10(Grill Chicken) ]

7. How much are you willing to pay the maximum amount for a single kabab? আপনি একটি কাবাবের জন্য কত টাকা খরচ করতে ইচ্ছুক ? 50 60 70 80 90 100 [ Male suggested: Tk. 70/= Female Tk. 50/= ] 8. You go to Star Kabab for (multiple choice)? আপনার স্টার কাবাবে যাওয়ার কারন ? Just for Kabab Business Meet friends Dating Relax Other
[ Male consumers : 21(Just for Kabab), 12(Business), 8(Dating)
Female consumers: 12(Just for Kabab). 8(Meetfriends), 4(Dating) ]

9. What kind of service is important to you at Star Kabab? আপনার জন্য স্টার কাবাবের কোন সেবাটি সবথেকে গুরুত্বপূর্ণ ? Provide the products & service as they promised Staff are respectful to you Individual service Free wireless internet Suitable environment Modern facility Other
[ Total Male: 27(Provide products & services as they promised) Female: 15 (Providen products & services as they promised) ] 10. If other kabab shop has promotion or discount, how does if affect your choice?
অন্য কাবাব দোকানের ছাড় প্রদানের ফলে আপনার পছন্দের কি ব্যাঘাত ঘটে ? No different to you You will go to other Kabab shop
[ Total Male: 28(No), 28(Yes) Female: 15(No,), 10(Yes) ] 11. In what situation you would change Star Kabab?
কোন পরিস্তিতিতে আপনি স্টার কাবাব বদলাবেন ? Kabab quality fall Increase price Service fall Long distance Other

[ Total Male: 19(Kabab quality fall), 15(Increase price) Female: 15(Kabab quality fall), 8(Increase price) ]

Thank you for your cooperation. Enjoy your day