29th September 2009

RESEARCH PROPOSAL
NASHA: ARABIAN DELIGHTS

Section C
• Rohan Chowdhry
Submission: Ms. Malvika Mago • Manisha Uppal
• Anik Narula
• Komal Sharma
• Shakti Mehra
• Vikas Gupta
 29th September 2009

RESEARCH PROPOSAL
NASHA: ARABIAN DELIGHTS

BACKGROUND TO THE STUDY

• A hospitality company plans to launch a series of café’s across the metropolitan cities in India(New Delhi,
Mumbai, Kolkata, Bangalore & Chennai) These café’s will focus on an Arabian style decorum and offer
delicacies and condiments of middle eastern origin.
• The Café’s will be named “Nasha: Arabian Delights” which basically means a state of intoxication,
introduced by the various offerings specially imported from Arabia.
• The Café’s will offer its clients a different experience of enjoying a cup of coffee or a meal for two by
basing the café on a Bedouin theme which holds its roots in the deserts of the Sahara. Soft Arabic music
will be combined with lush couch seating where food will be served in the traditional Arabic method.
• An added advantage that “Nasha” will have over its competitors is the offering of a traditional smoking
pipe, which uses light aromatic flavored tobacco and burning charcoals. This offering is to be called a
“sheesha”.
• The Management of Nasha has high hopes for the Indian market and expects a very specific clientele
which includes young adults and working professionals who are looking for a break from the monotonous
choice of other coffee café’s India has to offer.
• The fore said company wants to research the possible market in the Indian Metros for this specific brand
of café’s
• The Indian market has already witnessed the advent of coffee café’s in the past few years, but never
before has a themed café entered the market. The present café’s offer simple seating and ambience with
neutral colors and lighting, which very much unlike the theme Nasha wishes to introduce.

Business Objectives - Need for research

• The hospitality company which plans to launch Nasha, wishes to find the extent to which the Indian
public will accept the introduction of their very different and new brand of café’s.
• This foray into an untested market troubles the top management of the company, so a market research is
needed to augment the depth to which they can saturate the market.
• Similar brands as “Nasha” have been highly successful in countries across the world; therefore the
company is confident that the results will be favorable for their advent into this new market.
 29th September 2009

RESEARCH OBJECTIVES

NASHA: ARABIAN DELIGHTS

Identify the market for Arabic themed café’s, so
that it can be positioned accordingly.
• Identify Indian Dining and Recreational habits.
• Attitudes towards foreign cuisine and ambience.
• Attitudes towards Middle Eastern hospitality.
• Lifestyles of young adults and professionals in
Indian metros: how much free time? & Recreational
habits.
• Other Café’s frequently visited.
• Demographics: education, occupation, age, marital
status.
• The price – patrons are willing to pay for a meal.
• The perception of the Indian clientele towards
Bedouin styles.

Nasha: Arabian Delights

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29TH September 2009
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RESEARCH PROPOSAL
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NASHA: ARABIAN DELIGHTS 17 18 19 20 21

FACTORS AFFECTING RESEARCH DESIGN

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• Reluctance of Indian patrons to disclose the whereabouts of their dinning habits.
• Loyalty towards existing café’s.
• Time constraints(college, work, etc) 29 30
• Reluctance by respondents to disclose any personal or work related information.

Research Design:
1. Location of the test:
 The test will be carried out in areas that are frequented by café patrons.
 Malls and shopping arcades.
 Colleges and Schools.
 Workplaces where large number of young adults are employed.
 Sec A & B homes.

2. Centers: New Delhi, Mumbai, Kolkata, Hyderabad, Bangalore & Chennai.

3. Sampling: Two forms of sampling will be implemented.

 Convenience sampling: The selection of the sampling units will be left primarily to the interviewer. Respondents will
be selected because they happen to be in the right place at the right time. Use of students, members of social
organizations in malls, shopping arcades, Schools and Colleges will be both beneficial and less time consuming.
 Judgmental Sampling: This method best suits the survey as a researcher can use his expertise to find out population
interests, where test markets are best suited to launch a new product.

4. Target Groups:
 Sec A & B households.
 Teenagers, Young adults.
 Working Professionals.
 Middle to Upper class population.

5. Methodology:
 “Type
Use of Primary data, as secondary data for Nasha will either be redundant your callout text here.”
or non-existent.
 Use of Judgmental & Convenience Sampling.
 Use of popular media, like magazines to include cut-off questionnaires, frequenting schools, colleges and malls to
asses sampling units.
 RESEARCH PROPOSAL
Nasha: Arabian Delights

Information Areas: We will cover the following areas to extract information relevant to the research.
• Questionnaires placed within magazines and personal sheets handed out to patrons in major malls and
shopping arcades.
• Using major restaurant guides and publishing to research consumer habits.
• Personal enquires to patrons about their dinning habits.
• Counting number of patrons visiting various randomly selected cafes across the centers.

Reporting: Following the first stage of the research, an interim-presentation will be made to the
Hospitality Company to study the steps to be further taken. Once an outline presentation is drawn a
final presentation will be shown which represent all the collected data in the form of tabulations
and expertise. Even though it is not our practice to give out the questioners and interview
transcripts, it can be provided at an extra cost along with the permission of the respondent.

Timings: Below is a table summarizing the weeks within which we conduct the survey along with
deadlines. We will also be sending weekly reports of the finding of our research.
Week Activity

1-4 Desk Research

4-6 Qualitative
Fieldwork
6-9 Qualitative
deskwork
9-11 Coding and Data
presentation
12 Analysis

13 Presentation

14 Final Report
Fees: The fees quoted below are exclusive of VAT and are
subject to the standard terms & conditions, which can be made
available at request. The fees are subject to the assumptions
contained in these proposals and we reserve the right to make
adjustments should any assumptions prove to be incorrect.

Descripti F
on
Phase ees
Qualitative 1. Deskwork
Processes 2. Fieldwork XXXX
3. Interpretation

Additional 1. Product usage

Expenses 2. Transportation XXXX
3. Logistics
4. Field utilities
Government VAT
Taxes Surcharge XXXX

Total XXXX

Nasha: Arabian Delights

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Submitted by:
• Rohan Chowdhry
Research Proposal • Manisha Uppal
Nasha: Arabian Delights • Anik Narula
• Komal Sharma
• Shakti Mehra
• Vikas Gupta