Star Restaurant
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East West University 43 Mohakhali C/A, Dhaka 1212
2nd

August 2009

Md. Ajgor Ahmed Mahmud Al kabir Md. Mushfiqur Rahman Nazirul Islam Khan Kazi Fahad

Dear students,

I would like to authorize you the students of consumer behavior to prepare a report on star restaurant.

In your study please concentrate on the topic properly and provide recent information. If you need any kind of assistance from me please let me know without any hesitation. Submit the report by 2nd August, 2009.

Sincerely

Md. Farhan Faruqui Lecturer Department of Business Administration East West University

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Letter of Submission 2nd August, 2009 Md. Farhan Faruqui Lecturer Department of Business Administration East West University 43, Mohakhali C/A,Dhaka.

Dear Sir It is an honor and great pleasure for me to submit our marketing report on “Star restaurant” .This report was assigned to us as compulsory requirement of the course Consumer Behavior (MKT410). During the process of preparing the report, we had the chance of experiencing and rediscovering our potentials. This assignment gave us an opportunity to apply our theoretical expertise, sharpen my views, ideas and communication skills, which will help us in our future professional career.

Thanking you and looking forward to receive your cordial approval of our submission. Yours sincerely,

Mahmud Al kabir 2005-1-10-217

Md. Mushfiqur Rahman 2006-1-10-027

Nazirul Islam Khan 2006-2-10-005

Kazi Fahad 2006-2-10-132

Md. Ajgor Ahmed 2006-1-10-158

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Acknowledgement
At the very beginning we would like to express our deepest thanks and appreciation to our honorable course coordinator Md. Farhan Faruqui Who has been very much friendly and approachable to us through the course and has given us his valuable time, guideline and advice through the preparation of the term paper from the selection of the topic and down to the analysis the theory and practical scenarios. We would also like to express our appreciation to the people who have helped all through the project work. We are also grateful to the participants of our survey. They spent their valuable times for giving us interview. We are grateful to the customers who already have used the “Star restaurant” or prospective future customers who are making the decision to use it. We would like to thank our all group members who were very much friendly and sincere to complete the project work. Above all, this term paper is a combined effort of the sincerity, efficiency and determination of all the group members. However, we hope that this course as well as this project work experience will help us to build our career in a successful and precise way in this arena. Finally, we seek excuse for the errors that might have occurred in spite of the best of our efforts.

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EXECUTIVE SUMMARY

Presently the process of globalization has changed the lifestyle and attitude around the world. Bangladeshi culture has also been influenced by this change. As a result of that, people are getting more self oriented and conscious in terms of saving time, acquiring high status, influencing image & holding powerful position in the society marketers are always concerned about these factors and continuously they are trying to establish their marketing strategies based on customers demand. As we know that star restaurant is quite renowned among restaurants all over Dhaka city so it’s easy to say that the market has been already captured by star restaurant and they are now retaining their market leader’s position with different strategist to cope up with the competitors. During this long forty four years period they have introduced different outlets, different product lines, different customer service line, expand their business from restaurant to hotel and hotel to bakeries and also some other industries and during this they have competed with different competitors with the different industries. In this competitive market all other competitors are trying provide superior customer value rather than other customer do to retain the market share. Therefore this report recommends the idea of how star restaurant achieve more customers by selecting the potential target market and what can be done in future to achieve higher customer satisfaction.

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TABLE OF CONTENTS
1. Introduction--------------------------------------------------------------2. Company Profile--------------------------------------------------------3. Marketing Mix-----------------------------------------------------------4. Target Market------------------------------------------------------------Graphs Excel Data 5. Self Concept-------------------------------------------------------------6. Cultural Values----------------------------------------------------------Age Difference-----------------------------------------------------Purchasing Preference of Star restaurant-----------------------Traditional & Change---------------------------------------------Hard work & Leisure----------------------------------------------Income----------------------------------------------------------------Group Influence-----------------------------------------------------7. Perception-----------------------------------------------------------------8. Learning-------------------------------------------------------------------Classical Conditioning---------------------------------------Operant Conditioning----------------------------------------Characteristics of Learning----------------------------------. Long term Memory--------------------------------------------- Semantic----------------------------------------------- Episodic----------------------------------------------Schematic Memory-------------------------------------------9. Positioning-----------------------------------------------------------------10. Attitude-------------------------------------------------------------------10.1. Cognitive Component---------------------------------------10.2. Affective Component----------------------------------------10.3. Behavioral Component--------------------------------------10.4. Changing Beliefs---------------------------------------------10.5. Adding Beliefs------------------------------------------------10.6. Changing Affective Component----------------------------11. Recommendation---------------------------------------------------------12. Conclusion----------------------------------------------------------------13. Reference-----------------------------------------------------------------14. Appendix------------------------------------------------------------------

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1. Introduction Origin of the Report
Our course instructor Farhan Faruqui has authorized us to prepare a marketing report for analyzing consumer behavior of the Star Restaurant. He authorized us orally how we can analyze consumer’s behavior in our class. Based on his lecture, we have prepared this report. The term paper is due on 2nd August, 2009

Scope
This plan is developed for analyzing the Star Restaurant. It also expresses the present market situation and predicted future growth of the company and market.

Methodology
We prepared this term paper by collecting information from survey reports. Also we frequently performed group discussion to gather more information.

Limitations
This report is not free from limitations. Moreover the topic is so much vast, so we faced some problems while preparing this report. The limitations acquainted with this report are as the following: 1. Time limitation, 2. Lack of co-operation from the data source, 3. Lack of sufficient knowledge. 4. Limitation on secondary sources .

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2. Company Profile
Star Restaurant
For the Bengali food lovers, star restaurant is quite popular name. Star has been successfully running their business since 1965 at Dhaka city. By starting with a small biriani house they have now almost reach to the peak of the restaurant industry. Not only by providing good quality food but also by giving low priced food and experienced service they have gained the trust of thousands. Now they are successfully running five outlets all over Dhaka city and thinking for expanding their business beyond Dhaka.

Brief History
Star Restaurant was established in 1965. Mr. Mir Momtaj Uddin is the entrepreneur of Star restaurant and its other sister concern who first started this restaurant business. Star Restaurant started its journey from Thatari Bazar and they had successfully run their business at that place for next twelve years. At that time they were the market leader of Bengali restaurant among the other restaurants of old Dhaka. After that in 1979 Mr. Mir Momtaj Uddin started Super Hotel which is a sister concern of star restaurant. Then the Star Bakery, Star Kabab and other branches of Star Restaurant were established. And later on at 2006 they have opened a complete hotel with restaurant at Dhanmondi 2. Now Mr. Mir Aktar Uddin, working as an Acting Owner and Managing Director.The current head office is situated in jaykaali mondir, gulisthan Dhaka.

According to the owners perspective main objective of star restaurant is to provide its customers reliable food which is made by the chef from the origin of the food item. For this purpose they are managing chefs with experiences and trust. Customers will be treated with respect and will be provided with excellent standards of service is also the goal of Star authority. They aim to be accessible to customers and listen to their opinions and requirements. This input is extremely valuable to the restaurant’s survival and growth. Another objective of their restaurant is to maintain the good taste of food so that they can retain the old loyal customers as well as can gain some more customer segment.

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According to them, for any party arrangement 450 people can be accommodated in one serve at their main section at thathari bazaar and dhanmondi 2 sections. As they have other businesses like Star Bakery, Star Kabab so it’s quite convenient for them to sell their products within a same place.

3. Marketing Mix
3.1Product
The first and most important step in developing a marketing mix is the product strategy. The latter is “taking the good or service and selecting a brand name, packaging, colors, a warranty, accessories, and a service program”. Star restaurant has designed their offers on the basis of the customer’s preference. As they are the service oriented organization so customer preference is the key to product offerings. As they integrated their food business from restaurant to bakery and kabab house so their product line also becomes diversified. Restaurant section is based on curry items while kakab section is lined with different kababs and grills and the bakery section serves the dry and preserved items. Serving the food on right time is their biggest challenge and so delivering the product plays a big role here. They always try to serve their food hot and fresh and that’s the key of their success. As they have already created a good brand image with their old product line so now developing new product is also their concern issue and so their trying to improve their product line to get some more sales on market.

3.2Price
Another important factor of marketing mix is pricing strategy. It is setting a price based on the demand and cost for a good or service. There are many factors that influence pricing such as cost and demand. Although information pertaining to that effect is unknown to the public, one can assume that the demand for star products is quite high since they have a huge product line on their stock. As we gathered information of their product line including price we found that they price their product on the basis of demand of that item and also customer preferences. Compare to the other competitor their pricing is more sensitive to customer demand . 9

3.3Place
Marketing mix also includes a distribution strategy. This is defined as creating the means by which products flow from the producer to the consumer. One of its aspects is the number of stores and/or specific wholesalers and retailers which will handle the product in a local area. And in this case star has done a great job. All over the Dhaka city they have five sections and all of them are in prime crowded areas. They have one section in thathari bazzar, one in jay kali mondir, one in dhanmondi, one in Kawron Bazar, one in banani. It shows that how concern they are on their outlet placement. They use the strategy to open their outlets in those areas where people comes in huge numbers as we saw one of their outlet is behind a hospital, another is behind school, one of them is behind college and commercial are and one of them is near to stadium which shows the placement efficiency.

3.4Promotion
Finally, promotion strategy is also an important factor of the marketing mix. As star is a service oriented organization so its quite tough for them to promote their current and new product. For the promotion they use their highlighted products to increase the value of their new products. As they give deliveries to the different part of Dhaka city so during door to door delivery they also promote their new product as well. Another thing they use is they place their outlet in those areas where people genuinely gathers so the smell also in genuinely promote their product. They are not directly sponsors of any activities but they promote their product indirectly by giving food deliveries on the different occasion like marriage, birthday, meeting, holiday ceremonies and different events. Free sampling and giving extra and excess items also sometime helps to promote their restaurant. As they are quite old restaurant on Dhaka so mouth to mouth also helps them to get the advantage of promoting their restaurant.

4. Target Market
An overall view of the target market based on demographic, psychographic and socio economic factors will be discussed thoroughly in this section. From this discussion it could be easy to found the sum of all target customers age, sex and the income. This section has been discussed depending on the result of survey that we have done on several customers

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4.1Demographic Factors:
Demographic factors include size, location, age, income, gender etc. Considering all these factors we have made a questionnaire consisting 22 questions and a survey has done to 70 different customers. After surveying we found some information which is given below:

• Age:
Star Restaurant mostly focuses on the middle aged people as they prefer to eat outside frequently and want have a difference on their daily food items. Also, they importantly focus young people as they can be the loyal target market in future. From our survey we found that mostly people who are in between 20 to 30 goes star regular basis.

Age Range 10-20 20-30 30-40 40-50 50 and above Total

No. of Analysis 5 55 07 02 01 70

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Fig: Age analysis
This pie chart shows that people of 20 to 30 ages has been successfully captured by the star restaurant. Even though the remaining people are still out of reach so they need to design their strategy according to their preference.

• Gender:
The survey result shows that the majority customers are male. As mostly males stays outside home and as they have their lunch and dinner outside home all the time so they are the majorities. Generally in our country prospective most of the female are housewife and they usually prefer home made food to outside so female part is still a part which can be targeted in future.

Gender Female Male Total

No. of Analysis 23 47 70

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Fig: Gender analysis
From this pie chart it can be seen that male consumers’ response is more than the number of female customers. So if star restaurant wants to expand its market as well as capture more market share they need to capture more female customers to ensure their future profit.

4.2Social Factors:
Social factor denotes the social status of the target market by considering social class, leisure activity etc.

• Social Class:
Family income is highly influential in determining social class. To identify the respondents’ social class we ask them about their family income to find their actual position in society in terms of their family income. The survey represents that most of the participants are in the income range of 40000 and more.

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Income Range 40000 and above 30000 – 40000 20000 – 30000 10000 – 20000 10000 or less Total

No. of Analysis 27 21 12 07 03 70

Fig: Income range analysis

So it can be said that the huge number of people are from higher income group and within middle income group who can easily afford the star restaurants food.

• Leisure and Activity:
The target customers of star restaurant spend much of time for their leisure. The figure we have showed below represents the timing of how the customers spend their leisure.

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Varity Mobile Conference Net Browsing Watching Tv Reading music Party Restaurant Others Total

No. of Analysis 06 20 24 06 08 02 02 02 70

Fig: Leisure activity analysis

The figure shows that about more than 24 peoples out of 70 peoples spend their time leisure by watching television, 20 peoples out of 70 peoples by chatting or browsing, 8 peoples out of 70 peoples by listen music, 6 peoples out of 70 peoples by reading books and 6 peoples out of 70 peoples prefer to spend their time by talking on mobile phone. And rests of among 70 are the minorities who loves to attend parties loves to go restaurant on their leisure time. From this result we can see that as most of the people pass their time by watching TV. So it will be easier to target star restaurants customer by giving advertisement on television and internet in future.

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5. Self concept:
Self concept analysis shoes that the personal characteristics of those people who take part in our survey. By our survey we can see that most of the people surveyed are calm, delicate, organized and formal. The survey also showed that people wane change and reliable service.

Rugged Excitable Dominating Thrifty Organized Rational Youthful Formal Traditional Colorless

-----------------------------4.12--------------------------------

-------3.01 -----------3.31-- -----------3.45-- -----------3.27--------------------------

---------------------------------

--------------------

Delicate Calm Submissive

------- indulgent ------- Unorganized

---3.42------3.58------3.58----

-------- -------- Emotional Mature Informal Changing Colorful

--------- -------- ---------------------- ---------------------

-------- --2.82-------------------

-1.98------- --------

So from this data we can see that star is in a situation which is quite better in positive sense on those perspectives. Easy to say that customer acceptance is high

6. External factor:
Some external factors are responsible to influence customers mind. Those factors are very much active to influence consumers purchase decision. Those external factors include cultural factors, non verbal communication and gender roles. Marketers need to focus on these factors to influence purchase decision.

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6.1 Cultural factors:
Culture plays a very important role in the consumers mind to make purchase decision. A person is very much influenced and biased about his culture. Usually a person buys those products which suits with his/her culture. So marketers try to match product strategy which goes with the culture of target market and consumer also try to match those product which best suit to his culture. Here cultural values and norms are very much focused. Few cultural factors are: ü Extended and limited family: In our country perspective most of the families are extended family. Greater family tie we can see here. Family member has greater influence on the purchase decision. So more bigger family its more profitable for any restaurant to sell their service like star. ü Individual and collective society: Our society is very much collective. Companies never hurt directly to other companies by their advertisement. They compare their service with other restaurants in a polite manner. So in the promotion of star restaurant they don’t go for any direct comparison of their advertisement that they are better then their competitor. ü Adult vs. Youth: In our country adults have more decision making power and they are the decision taker. So star restaurant should target adult peoples rather than young ones. But as this is a restaurant so that matured peoples can be influenced to bring young people and young people can also be attracted by giving tasty and spicy food items.

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Fig: Age analysis ü Price and performance: Target market is very much conscious about price of the food items and the good service of the restaurant. So when they visit any restaurant they never compromise with quality service and price they pay for that food and service.

Attributes Taste & Quality Status Style Cost Environment Non traditional Total

No. of Analysis 46 05 02 14 03 00 70

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Fig: Price and performance analysis
From the chart we can see that most people prefer good taste and quality from star. They also consider convenience. So as a marketer they need to provide the good taste and quality and service with low cost and good environment to capture more market.

ü Leisure and hard work: Bangladeshi people are not that much hard working and they love to spend their leisure time by eating and doing something enthusiastic. So star restaurant target those people who love to eat rich food and love variation on their food item as well the daily life.

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Fig: Leisure analyses

ü Purchase ability: Average people of Bangladesh have strong purchase ability to maintain stars food item. From the analysis we have found that most of people prefer this. So for star restaurants market is medium. Star restaurant target middle class people who have an average annual income. Based on our survey result those people who earn between 30000- 40000 and above 40000 are proffered most.

Fig: Purchase ability analysis
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6.2 Non verbal communication:
Non verbal communication plays an important role in customers mind. Some of the factors influence non verbal communication such as time, space, symbol, things etc. Some non verbal factors of star restaurant are described below: ü Name: The name star means class, status, esteem, quality, perfect taste and deliciousness. The name itself shows that they are the ultimate leader of this industry. So that name makes feel us that they are the provider of good quality food and professionalism on food services. ü Symbol: The symbol they use as their logo is the bright star which is very much encourage able and shows an affiliation. This reminds power and taste as well.

Group Influence
In survey we can see different types of people use different types of influential power on food consumption •

Family: In terms of family there is a huge pressure on the consumption process. Family members have astron influence on the purchase decision. If one member goes and describes it good others also feels good to go.

•

Friends: Even friends have a strong influence also. Sometimes friends are suggest to visit the restaurant they have visited and satisfied.

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7. Perception:
7.1 Exposure:
Exposure occurs when a stimulus comes within range of our sensory receptor nerves. For this report exposure for star restaurant among the target market is quite reasonable. Here customers experience restaurant mainly by eyes among the five sensory organs. They see the billboards and content and attractive outlets. By seeing the fried kabab outside the stimulus gets generated and the smell of food also helps to get into the restaurant.

7.2 Attention:
Attention occurs when the stimulus one or more sensory receptor nerves and resulting sensation go to the brain for processing. That is the key component for creating customer attraction. When some thing creates exposure that go to our mind for further think on it. When some one sees the boxes of food or the delivery van of food that got the attention and that person allocate some time to think about it. That image or video clips a place in to the mind. That sensory receptor sends information to nervous system for processing of feel the hunger for good food. Then in customers mind a space created for the food.

7.3 Interpretation:
Interpretation is the assignment of meaning to sensation. Just after seeing advertisement or outlets the meaning people give on the product or service. That is the further thinking according to the product. Star in the logo reminds that is classy, tasty and power come to consumer’s mind of good quality. Arranging ceremony, parties, giving new and extended service policies all these give a meaning to customers mind that that star is an elite and popular restaurant in Dhaka’s perspective and that is the interpretation of all those exposures.

Message Format:
The message formats used by Star restaurant is very simple but highly communicative

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8. Learning:
8.1Classical Conditioning:
This conditioning states that it creates a response by establishing a relationship between stimulus and response. In terms star restaurant, there are two different but consistent conditioning toward targeted segment. Primarily star restaurant used the logo of star which the quality of top performance and this brings the unconditioned stimulus. UCS Star & quality of leader UCR Positive Response/ Emotion

Star restaurant

CR Positive Response

Fig: Classical Conditioning

8.2 Operant Conditioning:
Operant conditioning is the use of consequences to modify the occurrence and shaping of behavior. This type of conditioning denotes that the service receiver’s behavior can be changed or modified.

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Stimulus Star restaurant

Desired Response (Quality Service)

Reinforcement (Providing Free extra food item)

Increase probability of response to stimulus

Fig: Operant Conditioning

8.3 Characteristics of Learning: v Strength of learning: The star restaurant tried to create awareness among the target audience to relate to the one single organized idea was “Service with good taste and quality.” According to the survey, most of the people couldn’t recall the slogan. That denotes the idea generated for the target market focused on their service quality which may nor successful its goal. v Extinction: Due to this reason the survey findings clearly show that they couldn’t cope with the need of creating a position in segments of consumers’ mind of the target people and they thought that they can do it n near future.

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8.3 Stimulus Generalization & Discrimination: Long term memory:
Long term memory is viewed as an unlimited, permanent storage. Long term memory carries numerous types of information such as concepts, decision, rules, process, affective states and so forth. In case of long term memory product stays for a long term and consumer can recall after a certain period of time. Ø Semantic memory: Semantic memory is the basic knowledge or feelings about a concept. It represents the person’s understanding of an object or event at its simplest level like when a person think about star restaurant it reminds him “a professional touch of good food at convenient price and good service” Ø Episodic memory: It is a memory of sequence of events in which a person participated. Generally people prefer star restaurant to thing about social gathering enjoying good food and having pleasure and satisfaction

8.4 Schematic memory:
For every single product there are certain memories that people posses in their mind. It is what a consumer thinks and feels when the brand name is mentioned. It is the source of personal experiences and opinions through which customers can differentiate the RBA differently. RBA contains several characteristics, usage situations, episodes and affective reactions.

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While surveying the customers, we found several memory events of Star Restaurant Which are given below:

Star Restaurant

Prestigious Professional Crowd

Good Quality food

Pleasant Environment

Get together

Meeting Trust Better Taste Friends and family Convenient Satisfaction Special occasion Customer Care Service

Fun

Figure: Schematic Memory

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9. Positioning of star restaurant:
It is arranging for a product to occupy a clear, distinctive and desirable place relative to comparing a product in the minds of target consumers. It is often used interchangeably with brand image. Product positioning has a major impact of long term success of brand. It is the place that marketers want to have in the mind of target customer. To capture a good share in a market we can offer consumers greater value, either through lower prices or by providing more benefits that justify higher prices. Star restaurant must be achieved moderate value by providing quality service and differentiating competitor’s product.

We have completed our measurement and find some differences between Star restaurant Malancha restaurants, Nandan restaurant. The measurement is shown in perceptual mapping. Perceptual mapping takes consumers perception how similar various brands or products are to each other and relates these perceptions to product attributes. The consumers surveyed were asked to put their beliefs about the products. They were asked whether they think Star restaurant Malancha restaurant, Nandan restaurant, Are either • • Status, Service. Non traditional, Traditional.

A scale was used rather than using absolute extremes between the two sets of beliefs.

Perceptual mapping:

Positioning
It is arranging for a product to occupy a clear, distinctive and desirable price relative to comparing a product in the minds of target consumers. It is often used interchangeably with

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brand image. Product positioning has a major impact of long term success of the brand. It is the place that marketers want to have in the mind of target customer. To capture a good share in a market we can offer consumers greater value, either through lower prices or by providing more benefits that justify higher prices. Star restaurant must achieve superior value by providing good quality service and differentiating competitor’s product. We have completed our measurement and find some differences between Star restaurant and some other restaurant. The measurement is shown in perceptual mapping. In perceptual map Malancha Restaurant is close to Star Restaurant. So Malancha is the close competitor of Star Restaurant, so that any change of Star’s product or price would create a positive or negative impact on Malancha. Star Restaurant has advantage for pleasant placement and this restaurant is traditional. We believe to increase the sales; Star restaurant should concentrate on their food quality and taste of their food and their environment.

Perceptual Mapping:

Prestigious, Expensive
5

4 Malancha

NonTraditional, Enjoyment

Traditional, Dull

Star 1 2 3 Nondon 4 5

2 Bangla

1

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Common, Economical

Perceptual Map
Sn 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 Malancha prestigious Dull 5 5 4 5 4 5 5 5 3 2 5 5 5 4 2 4 4 1 5 4 5 5 2 4 2 2 4 3 3 4 5 5 4 Nondon prestigious Dull 3 1 3 3 3 4 4 4 4 3 1 3 3 2 5 5 5 5 1 5 2 3 5 5 5 5 5 5 5 5 2 3 2 Star Bangla prestigious Dull prestigious Dull 2 4 4 4 5 2 5 5 2 4 3 2 4 1 1 1 3 3 3 2 1 3 4 2 5 5 1 4 4 1 5 5 2 1 4 2 4 2 1 5 2 1 4 2 3 3 1 1 3 2 1 4 2 2 3 3 2 2 4 3 3 2 1 4 2 2 4 3 3 3 1 1 4 2 3 4 2 3 3 1 2 4 2 2 4 4 1 3 2 1 4 2 3 4 4 2 5 1 1

2 3 4 2 3 1 3 4 3 3 3 5 1 2 4 3 3 4 1 2 1 3 4 3 3 3 3 1 3 2 1 3 3

5 1 3 1 4 2 4 3 4 2 1 1 3 1 1 4 4 3 2 3 3 5 4 4 4 2 2 3 2 3 4 1 4

3 2 2 4 2 5 1 1 1 1 2 2 4 3 3 2 1 1 5 1 4 4 1 2 1 1 4 4 1 1 3 2 2

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34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 Total Avg

3 5 4 1 3 3 2 4 5 4 4 4 3 4 3 2 1 1 2 3 5 2 5 3 1 1 4 3 1 1 5 2 4 2 5 5 5 4 2 3 2 4 2 3 2 4 3 4 5 3 5 3 5 1 4 2 5 1 5 1 4 2 5 1 5 1 4 2 5 1 5 2 5 3 268 184 3.8285714 2.62857143

4 4 3 3 1 5 5 3 2 5 3 2 5 3 4 3 4 4 3 2 4 3 4 2 5 5 5 4 5 3 1 5 3 3 4 4 3 3 4 3 3 3 3 4 3 2 4 3 4 4 3 1 2 2 2 4 1 4 2 2 2 4 2 2 2 2 2 4 2 2 1 5 1 5 230 215 3.285714 3.0714286

5 5 5 4 3 5 4 5 3 4 3 3 3 3 3 3 5 3 2 3 4 4 4 5 3 2 4 5 3 4 5 4 4 5 4 2 3 257 3.671429

3 2 4 1 2 5 2 4 5 4 4 4 1 4 1 2 3 1 4 5 2 5 1 2 4 3 1 3 3 1 3 3 1 3 1 1 189 2.7

2 2 2 3 4 1 2 2 2 2 2 2 2 2 4 2 2 1

2 4 1 2 1 1 1 1 2 1 5 1 4 4 4 1 2 2

4 4 5 5 3 1 1 2 2 1 1 2 1 4 3 3 2 5 1 4 3 3 1 4 1 4 3 3 1 4 2 3 2 2 137 169 1.957143 2.4142857

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10.Attitude:
10.1 Measurement of cognitive component:
The cognitive component consists of the belief that the people have towards different restaurant. To measure the cognitive component toward Star we asked consumer to place belief about different factors on semantic scale. To fully evaluate it we also asked them to place their beliefs about Malancha they are the main competitor of Star. We thus compare with Ideal Bank. We make cognitive component measurement like the following way: Clear Environment …… …... ….... Low Price …… …... ….... Good Taste …… …... ….... High Status …… …... ….... Good Customer Service …… …... ….... …… …… …… …… …… …… …… …… …… …… Dirty Environment. High Price Bitter Taste Low Status Poor Customer Service

The belief of customers towards Star restaurant

The belief of customers towards Star

Attributes Environment Price Taste Status Customer Service Total

Weight 10 25 35 10 20 100

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Star restaurant AVG-IDEAL IAVG-IDEALI WEIGHT WEIGHTED AVG -0.95 0.95 0.1 0.095 -0.09 0.09 0.25 0.02 -0.64 0.64 0.35 0.224 -1.00 1.00 0.1 0.1 -1.64 1.64 0.2 0.244

TOTAL AVG

0.683

The belief of customers towards Malancha restaurant

Attributes Environment Price Taste Status Customer Service Total

Weight 10 25 35 10 20 100

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Malancha AVG-IDEAL IAVG-IDEALI WEIGHT WEIGHTED AVG -1.47143 1.47 0.1 0.147 -0.07143 0.07 0.25 0.0175 -1 1 0.35 0.35 -1.24286 1.24 0.1 0.124 -1.37143 1.37 0.2 0.274

TOTAL AVG

0.9125

10.2 Affective component measurement:
It is the emotion and feeling of the customer to a particular service. They showed their likings about Habib Bank in the survey and that is given below.

10.2 Affective component measurement: It is the emotion and feeling of the customer to a particular service. They showed their likings about Star in the survey and that is given below Weight: Likings Strongly Agree Agree Neutral Disagree Strongly Disagree

Going to Restaurant is fun Restaurant Should be neat and clean

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Star restaurant overpriced I like Star restaurant

is

The survey result:

Likings Going to Restaurant is fun Restaurant Should neat and clean Star restaurant overpriced I like Star restaurant

Strongly Agree

Agree 4.05

Neutral

Disagree

Strongly Disagree

be 4.75 is 3.78 3.1

Here we can see that people are quite sure that star restaurant is a reputed a professional on their restaurant business .The customers are sure about that star restaurant can Provide good customer service. But they are agree there are some more restaurant who can give similar service compare to star.

10.3 Behavioral component measurement:
The behavior component tries to predict the actual behavior of consumers that is in this case whether they are traveling RBA or if not. It is the actual action of the customer and it is done or changed by operant conditioning. This was measured by asking 2 questions:

1. Last time I took a lunch or dinner it was __________________________. 2. When I have my launch o dinner in a restaurant then I usually choose (dish) __________________________.

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3. Next time when I will visit a restaurant I will prefer to visit star restaurant. a. b. c. d. e. Definitely I will go. I may go I am not sure I may not go I will not go

The result of the survey is given below. § People usually have account in

Prefer to visit star restaurant Next time Idea
Definitely Go May Go Not Sure May not go Will not Go

Person 25 28 15 00 02

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So we can see thet majority is willing or almost willing to g which can be easily targated and influenced in future.

10.4 Changing Belief
Changing cognitive component:
• Change Belief: People think that star restaurant is overpriced. We need to change this belief. In the semantic differential scale we saw that it has difference with the ideal service. We can use some celebrities or cooking expert person then the belief can be changed. People may prefer star for good quality food. •

Ads Belief: We can also add belief that the high price is giving high quality and taste. So, people will come to star more.

•

Shift Importance: This is shift importance for one aspect to other. People in our country are very price sensitive. They think that star restaurant is charging high price more than it should be. If we can shift the importance from price to high quality service and taste preference then customer will not bother about the price.

Changing Affective component:
• Classical conditioning: To change the affection of the customer we need to use classical conditioning. We need to identify which food item or celebrity people like most then we need to use those in the advertisement so they like the food as well as they like the service.

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•

Mare Exposure: star restaurant is high involvement service so to build the liking we need to give more and more advertisement and informing individual so that people like it.

Changing Behavioral Component:
• Operant conditioning: It is the main source to change the behavior of the customer. The behavior component can be changed based on operant conditioning. If we give some discount then people will use this service more.

11.Recommendation:

Based on the survey on the target consumer, we can give the following recommendations for star restaurant.

Life style:
1.The 1st part of the survey consisted of the questions on individual lifestyle. As the surveyed consumers are

from the age between 20-30 and they are generally male in gender, RBA will be able to increase the market sh by focusing on the price and service for this target segment.

37

Positioning:
1) Based on the perceptual mapping, the Star Restaurant falls under the traditional criteria; however with the target market age ranging mainly from 20-30, they should be more contemporary and creative in their positioning.

2) The status of star restaurant is good positioning. So star restaurant should bring variation and change on their food items by introducing new items with the older ones so that they can retain and gain more customer.

Learning:
• Attitude
The report shows that in terms of popularity star is much more popular then its competitors. So that the marketing team should more concentrate on expansion of their market among the other

38

cities and also they can target other age groups by introducing new lines of food items on their restaurant menu.

12. Conclusion
To summarize the whole report, we can say that star restaurant being one of the top Bengali restaurant in the market have high possibility to increase its current market share, There are issues which have been mentioned clearly and if followed will bring great result for its brand image. Star group has already got a great reputation in Bangladesh. It has several known brands and which have very good distribution in the market. On this regard in case they want to improve their service system to reach the Customers whenever and however they need, they want to expand thir busniss not only in Dhaka city also to the whole Bangladesh and also want to that the market shares of relevant industries like bakeries and kabab houses. So it would be better to say that they need to build a low price and better selling proposition in the market.

13. Reference:
1. www.prothom-alo.com 2. www.ghuraghuri.com 3. www.dailystar.com
39

14. Appendix:
Questionnaire attached
S/N 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Question 1 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 3 2 2 3 3 3 2 2 3 4 2 2 2 5 2 Question Question Question Question Question Question Question 2 3 4 5 6 7 8 M 3 3 1 2 3 1 M 1 1 5 4 5 4 F 1 1 2 4 3 4 M 3 1 1 4 4 1 M 1 4 4 4 4 1 M 3 1 3 2 3 1 M 3 2 3 1 4 1 M 1 1 2 1 3 1 M 1 2 3 4 2 1 M 3 3 2 4 5 1 M 1 1 6 4 4 1 M 4 5 5 1 3 2 M 3 5 5 4 5 3 M 1 2 4 2 1 1 M 1 1 2 4 1 1 M 1 1 2 4 1 1 M 3 2 3 3 4 4 F 3 3 3 4 1 3 M 1 1 3 4 2 1 F 3 1 4 3 1 2 M 5 2 7 4 2 2 M 5 1 7 3 1 4 M 3 2 2 4 2 3 F 4 3 3 4 1 1 M 1 2 3 4 1 1 F 2 4 3 4 4 1 M 1 1 1 4 1 2 M 3 2 5 4 2 2 F 3 1 2 4 2 3 M 2 3 4 4 4 1 M 1 3 2 1 1 1

40

32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70

2 2 2 1 2 1 3 2 4 2 2 1 2 2 2 3 2 1 2 2 2 1 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

M F M F F F F F F F M M M F M M F F M F M F M M M M F M M F M M M M M F F M M

3 3 3 4 3 3 3 3 2 1 3 1 3 4 3 1 3 3 5 3 3 5 3 4 1 1 3 2 3 3 3 3 1 1 4 1 3 5 1

5 1 3 1 2 2 2 1 3 1 3 2 2 1 4 2 2 1 2 1 2 1 4 4 3 1 2 4 3 1 2 4 3 1 1 1 1 2 2

4 2 3 2 5 1 2 3 5 5 2 3 2 3 6 3 2 1 2 1 2 4 8 8 2 5 3 3 3 2 3 3 3 2 3 3 3 2 3

1 1 4 4 4 4 4 4 3 4 3 2 1 4 3 4 4 1 4 3 4 1 4 1 1 4 3 4 1 4 2 4 4 4 4 4 2 4 2

4 1 1 2 4 1 4 1 4 2 4 5 2 3 1 4 5 1 3 2 4 4 4 5 3 4 1 4 2 3 2 4 4 5 4 1 1 4 4

3 1 3 4 1 2 1 2 3 1 1 3 2 1 3 3 1 3 1 3 3 4 1 1 4 1 4 1 3 3 1 1 1 1 1 3 3 1 1

41

Question Question Question 9 10 12 3 4 2 1 5 3 1 2 5 1 5 3 1 4 3 4 3 5 3 5 5 3 5 3 3 5 5 5 5 5 1 4 1 2 4 1 5 4 5 5 1 4 2 1 2 2 1 1 1 3 1 1 2 4 1 2 1 3 2 3 3 1 5 3 4 1 2 3 5 3 5 4 1 4 2 1 1 2 1 5 1 2 2 3 3 1 2 1 5 3 5 2 1 3 2 2 1 4 3 1 3 5 4 3 2

Question Question Question 19 13 14 yes 1 Bangla yes 4 KFc yes 1 Cimammon yes 4 KFc yes 1 Hirazheel no 1 Star yes 1 yes 2 yes 1 Nandon yes 1 Today yes 4 Zinzian yes 5 yes 4 Midnight yes 1 Sun yes 4 yes 1 yes yes yes yes yes 1 Chori Vhati 4 Nandon 4 Kasturi 2 Chinies 1 Prince 3 1 4 1 4 1 4 1 1 Korai Gosto Malancha star KFc Star

Question 20 Fried Rice Fast food Indian Chicken Deshi food Kacchi

Question 21 3 1 2 3 2 3 1 2 2 1 2 1 1 3 2 2 2 5 1 2 2 1 2 1 2 1 5 3 2 3 2 2 2 1 1

Gril Briani Chinies

Fried Rice

yes yes yes yes yes yes yes yes yes yes yes yes no

Rice vegetables Fried Rice Chiken Chinies food Rice Bief Rice Chapati Kacchi Kacchi Chicken Rice bief

Kacchi 1 Nandon Brianni 1 BijoyShoroni Kacchi 3 Bashundhara Soup 1 Nandon 1 City Garden Rice

42

1 3 4 2 5 1 3 4 1 2 3 4 3 2 3 3 4 1 1 5 4 3 1 3 3 1 3 1 1 1 1 1 1

4 1 2 1 2 2 1 5 5 3 5 2 2 3 1 1 2 4 1 3 5 5 5 3 3 2 1 1 5 2 2 2 5

4 1 5 1 5 2 5 4 3 1 3 3 3 5 3 3 1 5 3 4 6 3 3 4 5 3 3 4 4 5 3 5 3

no yes yes yes yes yes yes no yes yes yes yes yes no yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes no yes

1 Apetitin 1 4 Star 2 5 1 1 2 1 Spicy bnoast Malancha Star KFC Star

Fried Rice Chicken Rice vegetables Briani

2 1 1 2 1 1 3 1 2 2 1 1 2 2 1 3 1 3 3 1 3 2 2 3 2 1 1 3 1 3 2 1 2

Delicus Morog Polao Khicuri Chainise Food

1 Bangla 1 Star 1 4 season 1 1 Nondon 1 1 1 4 2 1 1 1 1 1 1 1 1 1 1 5 1 4 4 Captains World Nondon Cinamoon Top copi

Mutton Roast Chainise Food Fried Rice Soup Fried Rice

Hotel Taj Buffon rooqe SFC Chicken Nondon Rice Star Kabab Vhoot Egg Rice Chinise Food Nondon Kabab Kachchi Bangla Biriany Chinise Food Malancha Nondon Nondon Kachchi Biriany

43

1 3

2 3

3

yes

1 Star

Fried Rice

2 2

SN s1 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 4 3 4 3 3 4 4 3 4 5 4 3 4 3 3 4 5 5 4 4 4 4 5 4 5 4 5 5 5 5 s2

Question 18 s3 s4 5 3 5 4 5 2 5 4 5 4 5 4 5 4 4 4 5 4 5 2 5 4 5 4 2 2 5 4 4 5 5 3 5 1 5 2 5 4 5 3 5 4 5 3 5 2 5 1 5 1 5 2 5 5 5 4 5 2 5 3

s5 4 2 4 3 3 4 3 5 4 4 5 4 1 4 5 4 4 3 4 4 4 5 5 4 3 4 2 5 5 4

44

31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 Total

4 4 5 5 5 4 5 5 4 5 4 4 5 5 5 4 5 4 3 5 3 5 4 4 5 4 2 4 3 4 2 4 5 3 4 3 4 5 1 3 284

5 5 5 5 5 5 5 5 5 5 4 5 4 5 5 5 4 2 5 5 5 5 4 5 5 4 5 5 5 5 5 5 5 5 4 4 4 4 5 5 333

4 3 4 4 4 2 2 2 3 4 4 2 3 3 3 3 4 3 3 3 3 3 5 3 3 4 3 4 2 3 3 2 3 3 4 3 2 3 1 3 217

4 5 3 5 4 4 5 5 4 4 4 3 1 2 2 4 3 5 4 4 4 3 3 3 4 5 3 4 4 4 4 4 4 3 4 3 4 4 5 3 265

45

SN 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39

Enviroment Price 4 3 1 5 4 3 5 5 5 4 5 3 3 3 4 3 2 3 4 3 4 3 5 5 1 1 5 3 3 2 3 3 3 3 3 4 5 2 4 2 5 2 5 2 3 4 3 2 5 4 4 4 3 2 5 4 4 4 5 4 5 4 4 2 4 4 4 3 4 3 3 3 3 4 4 4 3 4

Star Ideal Taste Status Service Enviroment Price Taste Status Service 4 5 4 4 3 4 5 5 5 1 5 5 5 5 5 5 4 5 4 5 3 5 4 5 3 3 4 5 3 3 4 5 3 2 1 5 3 4 2 1 4 3 2 5 3 5 3 5 4 3 2 5 4 5 5 5 4 5 4 4 3 4 4 4 3 4 3 4 3 4 3 4 5 3 4 5 3 5 2 5 4 3 4 4 5 3 2 4 5 5 5 5 5 5 5 5 2 3 3 2 3 1 2 1 5 3 5 5 3 5 3 5 4 3 3 4 3 5 3 4 5 3 4 5 3 5 4 5 4 3 3 5 4 5 4 5 3 2 3 5 2 4 4 4 5 5 4 5 3 5 4 4 5 5 4 5 2 5 4 5 5 4 4 4 3 4 4 4 5 3 4 5 2 5 4 5 4 4 5 5 3 5 5 5 3 2 4 5 3 5 5 5 3 3 3 5 3 5 4 5 3 3 4 5 4 5 4 5 3 2 3 5 4 5 5 5 3 2 4 5 2 5 5 5 3 4 4 5 3 5 5 5 4 3 4 5 3 5 5 5 3 2 1 4 3 4 3 4 1 2 2 5 3 1 1 1 3 2 1 5 5 5 5 5 4 4 4 4 3 5 5 5 4 3 4 5 2 5 5 5 2 4 3 5 3 5 4 5 3 2 3 5 2 5 5 5 . 2 3 5 3 4 5 5 3 2 3 5 2 5 5 5

46

40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 Average

Wt Wt avarage Total Avg

3 4 4 5 4 5 3 4 3 3 5 4 4 3 5 2 4 4 4 3 3 5 3 4 4 5 3 5 2 2 1 3.74 -0.96 0.95 0.1 0.1

4 4 3 4 3 1 3 3 4 3 4 4 4 3 2 3 4 4 2 3 3 3 4 3 3 4 2 4 4 4 5 3.29 -0.1 0.08 0.25 0.02

4 3 4 2 4 3 4 3 4 3 5 5 3 3 3 2 4 4 4 4 5 4 4 4 4 4 4 3 5 4 4 2 5 2 4 4 5 1 2 2 4 3 5 3 4 2 5 4 5 4 4 3 4 3 3 2 3 3 3 3 5 5 3.855 3.129 -0.64 -1 0.64 1 0.35 0.1 0.224 0.1 0.683

5 4 4 4 4 5 3 1 4 3 5 1 4 4 4 2 3 4 3 2 4 3 3 4 4 2 2 1 2 2 1 3.3 -1.2 1.2 0.2 0.2

5 5 5 5 5 5 3 5 3 5 5 5 5 5 5 5 5 5 5 4 5 5 5 5 5 5 5 1 5 5 4 4.7

3 4 4 5 4 5 3 4 3 3 3 5 5 3 3 3 4 5 5 3 3 3 5 3 3 5 4 2 2 2 5 3.37

5 5 5 4 5 5 3 5 3 5 5 5 5 4 4 5 4 5 5 5 5 3 5 5 5 3 4 3 5 5 5 4.5

3 4 5 3 4 5 3 5 3 5 3 4 5 4 4 4 4 5 5 5 5 5 5 5 5 4 4 4 4 4 5 4.1

5 5 4 4 5 5 3 5 3 4 5 5 5 4 3 5 4 5 5 5 5 5 5 5 5 3 5 5 5 5 5 4.5

malancha Enviroment Price Taste Status Service 3 3 4 4 3 1 1 5 1 1

47

3 1 1 5 2 4 2 4 5 5 2 3 2 3 2 2 4 4 4 4 3 2 2 3 3 3 2 4 4 3 1 4 4 3 3 3 3 3 2 5 4 2 5 3 5

2 1 1 2 3 3 4 1 4 5 5 5 3 3 4 4 3 3 2 3 4 3 4 4 4 2 3 4 3 3 3 3 4 3 4 4 3 4 3 3 5 3 5 3 2

4 5 5 5 3 4 3 4 3 5 3 4 4 4 2 3 3 4 4 4 4 3 3 3 3 4 2 3 4 5 2 4 4 4 2 3 2 2 2 4 5 3 5 3 3

3 1 1 5 3 4 3 4 5 5 2 2 3 3 2 2 3 3 4 3 2 2 2 2 3 2 3 2 4 4 1 4 2 3 2 2 1 2 2 3 4 3 5 3 3

3 1 1 2 3 4 2 4 4 5 2 5 5 4 3 2 3 4 4 3 3 2 2 3 4 1 4 3 3 3 1 4 4 4 3 3 3 4 2 3 3 2 5 3 2

48

3 4 5 4 4 5 4 3 4 4 1 3 3 3 3 4 4 3 4 4 3 3 3 3.2 -1 1.5 0.1 0.1

3 4 4 4 4 3 4 4 4 4 1 4 3 4 4 4 4 2 4 3 3 3 3 3.3 -0.1 0.1 0.3 0

3 4 4 4 4 4 3 4 3 4 1 3 4 3 4 4 4 2 5 2 3 3 3 3.5 -1 1 0.35 0.35 0.9125

3 3 3 4 4 4 2 3 3 4 1 3 3 2 3 3 3 3 4 3 3 3 3 2.886 -1.24 1.24 0.1 0.124

3 3 4 4 4 4 2 3 4 4 1 2 4 3 4 4 4 4 5 4 3 3 3 3.16 -1.37 1.37 0.2 0.27

Question 22
SL. NO Rug/ Del Exci/ Calm Dom/Sub Trifty/ Ind Org/ Unog Rational/ Em youht/ Mat For/In Tra/Chan less/Full Total

1 2 3 4 5 6 7 8 9 10

2 4 4 4 4 3 4 3 5 3

2 1 5 1 1 1 3 4 5 2

3 4 4 4 4 3 4 2 4 5

3 2 3 2 2 3 5 4 4 5

4 5 4 5 5 1 4 4 4 5

1 3 5 3 3 1 4 3 5 3

3 1 5 1 1 5 4 4 5 3

3 4 4 4 4 5 3 5 4 2

2 3 1 3 3 1 3 5 3 1

2 1 1 1 1 5 3 4 4 2

25 28 36 28 28 28 37 38 43 31

49

11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51

3 4 2 2 4 3 3 3 3 3 2 5 4 3 1 3 3 5 4 1 2 2 4 2 5 3 4 3 2 2 1 3 3 1 5 2 1 3 4 3 3

4 1 4 1 3 2 3 2 4 4 3 4 4 4 5 3 4 3 3 4 2 3 2 2 5 3 4 4 4 4 1 4 3 1 5 2 5 4 4 4 4

3 4 3 3 4 5 4 3 3 4 3 5 3 4 5 3 3 5 4 3 3 3 5 3 5 2 4 4 4 3 1 2 4 2 5 3 1 3 3 3 3

3 2 2 2 5 5 4 3 3 3 2 2 5 5 5 4 4 3 5 4 3 3 3 2 3 3 3 3 4 3 3 3 3 2 3 2 5 2 3 4 4

5 5 2 5 4 5 5 4 3 4 4 4 5 5 5 4 3 5 4 5 4 5 5 4 3 4 5 5 4 5 4 4 5 5 3 5 5 2 3 5 5

3 3 3 4 4 3 4 3 3 4 3 3 1 5 3 3 4 4 5 3 4 4 3 4 3 4 3 1 4 3 3 4 4 4 1 3 5 4 4 4 4

2 1 2 5 4 3 3 1 5 4 3 3 4 5 1 3 2 5 5 1 3 4 3 4 5 3 1 5 4 3 5 4 4 5 5 4 5 4 2 4 4

4 4 4 5 3 2 4 4 2 5 5 4 2 3 5 4 1 4 5 3 3 4 3 3 1 4 4 5 3 4 4 5 4 5 3 3 1 2 4 3 3

3 3 2 4 3 1 5 3 3 5 3 3 4 5 3 3 1 3 4 4 2 3 5 3 1 2 4 4 3 3 3 3 2 5 2 2 1 2 5 2 2

4 1 1 1 3 2 2 1 1 2 3 3 1 1 1 2 1 2 2 1 2 2 3 1 1 3 1 2 1 2 2 2 1 3 2 1 5 2 4 2 2

34 28 25 32 37 31 37 27 30 38 31 36 33 40 34 32 26 39 41 29 28 33 36 28 32 31 33 36 33 32 27 34 33 33 34 27 34 28 36 34 34

50

52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 Total

2 4 2 2 4 1 4 3 2 1 2 4 4 4 1 4 5 3 4 211

1 4 4 3 4 5 3 4 3 5 3 4 4 4 3 4 5 5 4 232

2 4 3 3 3 1 3 5 2 5 3 4 5 5 2 3 4 3 5 242

3 2 4 4 4 2 3 3 3 1 3 5 4 4 2 3 4 3 4 229

3 3 4 4 4 3 2 4 4 5 4 5 4 4 5 3 3 4 4 289

1 4 4 4 4 5 3 5 4 1 4 4 4 4 5 3 3 2 4 240

2 4 3 4 4 5 4 5 3 5 4 5 5 5 5 3 2 3 5 251

3 3 3 3 4 3 4 5 4 1 4 5 5 5 5 3 2 2 5 251

1 3 2 2 2 1 3 3 2 1 4 4 4 4 1 3 1 4 4 198

1 19 1 32 1 30 2 31 1 34 1 27 4 33 2 39 2 29 1 26 2 33 3 43 3 42 3 42 1 30 3 32 1 30 1 30 3 42 139 2282

STAR RESTAURENT
We are the students of East West University. As a part of our academic requirement we are supposed to prepare a report on Consumer Behavior towards “STAR RESTAURENT” (Dhanmondi-2, Banani, Kawran Bazar, Thatari Bazar, Joy kalimondir Branch). In this regard we need to contract a survey. We can assure you that data collected through this questionnaire will be used particularly for academic purpose and we will not take more than 5 minutes from you to fill it up. Question is in the below.

51

1. What is your age? q 10-20 q 20-30 q 30-40 q 40-50 q 50-above 60 2. What your Gender? q Male q Female 3. What do you want to in future? q Businessman q Public Job holder q Private Job holder q Teacher q Others (Be Specific) --------------------4. What is the average monthly income of your family? q 40000 and above. q 30000 and less than 40000. q 20000 and less than 30000. q 10000 and less than 20000 q Less than 10000. 5. What do you do during Leisure? (Your answer can be more than one) Mobile Conference. q Internet Browsing. q Watching TV. q Reading books. q Listing Music. q Go to Parties. q Go to Restaurant. q Others (Be Specifics) -----------------6. How many times you come to any restaurant? q q q q q

Less than once in a month. Once a month. Twice a month. More than twice a month.

7. Rank Two Favorite Food Item According to your Preference. First Choice give “1” and second give “2”. (Most preferable 5 and least preferable 1) q Chinese Food. ---------

52

q q q q

Fast Food. --------Road Side shops -----Home made food -----Others (Be Specific) --------

8. Which kinds of food you prefer? Ranking according to your preference and give “1 to 5”. (Most preferable 5 and least preferable 1) q Bangladeshi Food. -----q Indian Food. ------q Chinese Food. ------q Others (Be Specific) -------------------9. What do you mean by Entertainment in your life? (Your answer can be more than one) q Traveling. q Go to Restaurant. q Watching Movie. q Listing Music. q Reading Story Books and Novels. q Others (Be Specifics) ---------10. Rank 5 of your favorite eating-place. Ranking according to your preference and give “1 to 5”. (Most preferable 5 and least preferable 1) q Nondon. ---------q Star Restaurant. -------q Malancha --------q Bangla Restaurant. q Others (Be Specifics) ---------11. Place the mention restaurant according to your belief in the five places below. A place can be occupied by more than one restaurant name. A) Malancha B) Nondon C) Fakruddin. D) Star Restaurant. E) Bangla Restaurant F) Others………………………. Prestigious, Expensive ------ ------ ------ ------- ------ Common, Economical Traditional, Dull ------ ------ ------ ------ ----- Non- Traditional, Enjoyment 12. Why do you go to a Restaurant? q For Entertainment.(like concert) q For Parties. q For good quality food. q For pleasant environment. q For avoid monotonous food of home. q Others (Be Specifics)----------------13. Is home-made food is better? q Yes q No

53

14. The Word the Star restaurant reminds you what? (Your answer can be more than one.) q q q q q q

Good Taste and good quality food. Status. Stylish. Cost Effective. Pleasant Environment. Non -Traditional.

15. Place your belief of the different attributes of Star restaurant’s food Items in the 5 spaces below, (Write tick mark) Clear Environment …… …... Low Price …… …... Good Taste …… …... High Status …… …... Good Customer Service …… …... ….... ….... ….... ….... ….... …… …… …… …… …… …… …… …… …… …… Dirty Environment. High Price Bitter Taste Low Status Poor Customer Service

16. Place your belief what an ideal restaurant should food provide? ; (Write tick mark) Clear Environment …… …... ….... …… …… Dirty Environment Low Price …… …... ….... …… …… High Price Good Taste …… …... ….... …… …… Bitter Taste High Status …… …... ….... …… …… Low Status Good Customer Service …… …... ….... …… …… Poor Customer Service

17. Place your belief of the different attributes of the Star restaurant. (Write tick mark) Clear Environment …… …... ….... …… …… Dirty Environment Low Price …… …... ….... …… …… High Price Good Taste …… …... ….... …… …… Better Taste High Status …… …... ….... …… …… Low Status Good Customer Service …… …... ….... …… …… Poor Customer Service

18. Place your level of agreement with the statement below by placing a tick mark. Likings Going to Restaurant is fun Restaurant Should be neat and clean Star restaurant is overpriced Strongly Agree Agree Neutral Disagree Strongly Disagree

54

I like Star restaurant

19. Last time you took a Lunch or Dinner it was ----------------------20. When you have a Lunch or Dinner in Restaurant then usually you choose (Dish) ----------------------------------21. What is the probability, you will visit Star restaurant next time? q q q q q

--

Definitely I will go. I may go. I am not sure. I may not go. I will not go.

22. How do you describe yourself? Please a tick mark, where you stand in the spaces below. Rugged Excitable Dominating Thrifty Organized Rational Youthful Formal Traditional Colorless ------------------------------------------------------------------------------------------------------------------------------- -------- -------------- -------------------------------------------- ------------------- -------------- -------- ---------------- -------- --------------- -------- --------------- ------- --------------- -------- -------Delicate Calm Submissive indulgent Unorganized Emotional Mature Informal Changing Colorful

55