Phase-2 Project Report ON Consumer Behavior: Submitted To Prof. Neena Sondhi

PHASE-2 PROJECT REPORT
ON
CONSUMER BEHAVIOR
Submitted to
Prof. Neena Sondhi
Submitted By
Team Fireflies
Ashima Berri 17PGDMHR09

Deepak Krishna 17PGDMBFS19
Devansh Joshi 17PGDMHR14
Satyam Rai 17PGDMBFS43
Shraddha Taparia 17PGDMBFS46
Vibhu Dharmadhikari 17PGDMBFS51
Contents
ACKNOWLEDGEMENT ....................................................................................................................3
INTERNAL FACTOR AND INFLUENCES ON PRODUCT PURCHASE ...................................6
MARKETING IMPLICATIONS.........................................................................................................7
MARKETING RETAIL STRATEGY ................................................................................................8
PROMOTIONAL STRATEGY FOR PUNJAB GRILL ...................................................................9
REFERENCES ................................................................................................................................... 13
ANNEXURE........................................................................................................................................ 14
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ACKNOWLEDGEMENT
This Project Report is the fruit of our intense hard work and dedication during our project
work.We would like to extend our sincere thanks to Prof. Neena Sondhi who through her vast
experience and knowledge guided us both ably and successfully towards the completion of this
project. We are grateful to her for giving us an insight into the realm of Buying consumer
Behaviour
We are also thankful to Punjab Grill Staff and management for allowing us to undergo the
study on consumer behaviour that affects the restaurant goers.
Also we would like to extend our sincere gratitude towards the respondents who took the
initiative and time to provide us candid feedback to our survey questions.
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BRAND ANALYSIS
BRAND PERSONALITY:
1. Owner’s Personality: Punjab Grill represents what the owner of this restaurant chain
represents, the North Western frontier food and the essence of Punjab brought to the
people of India.
2. Ideal Customers: Punjab Grill caters both to the hardcore Punjabi’s and connoisseurs
of North Western frontier cuisine. It also has a place for people trying out a new
experience in terms of fine dining. So, the consumer’s get the best possible services in
every visit.
3. Theme: Punjab Grill keep the flavours of the land of Sind/ Punjab intact with their
culinary skills and competence. The quality of food at Punjab Grill is
uncompromising and serves a dollop of those quality of Sind/ Punjab in every morsel
of food that one has in their restaurants.
BRAND PURPOSE:
1. The purpose of Punjab Grill is,” Savour the authentic taste of delectable north-west
frontier cuisine served in a platter with royal generosity”.
2. They strive to be the customer’s first choice when it comes to the richest fine dining
experience.
3. To offer the best possible food at the most reasonable price.
BRAND POSITIONING:
❖ Established in 2001
❖ Known as one of the topmost dining restaurants in the hospitality industry.
❖ Has expanded its global radius extravagantly
SAMPLE PROFILE
• DEMOGRAPHICS: Majority of our respondents currently reside in Tier-1 metro
cities. These cities have a plethora of options when it comes down to choosing a fine
dining restaurant. Our respondents are ‘Full Nest 2’, which means they may have
restriction on finances.
• INCOME GROUP: Our respondent’s income group is on an average of 12+ lakh
which means for them to live in tier-1 cities they have already been exposed or have
experienced fine dining restaurants.
• INFLUENCERS: Through the respondents we came to know food apps like Zomato,
Swiggy etc. are major influencers in Tier-1 cities. Also, the choices of people
significantly depend on their work group, friend’s and their previous experiences
when visiting a restaurant
• EDUCATIONAL QUALIFICATION: All the people are well educated. This has a
great influence on the type of food they eat and places that they like to visit.
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EXTERNAL FACTOR AND INFLUENCES ON PRODUCT PURCHASE
Cross Sub Family Reference Buyer

Name
Culture Culture Influences Groups Culture
Abhinav Low High High Medium Medium
Varun Low Medium High High High
Seema Low Medium Medium Low High
Anant Low High High Medium Medium
Sumit Medium Medium High Medium Low
Kaushik Low Medium Medium High Medium
Jyoti High High Medium High High
Geetanjali Medium Medium High Medium Medium
Shrirang Medium High High Medium Medium
Roopal High High Low Medium High
Mohit Low Medium Medium High High
Lal High Medium
Krishna Low High High
CROSS CULTURE
To the questions asked to respondents regarding their travels abroad we believe, it makes them
adapt to new experiences in terms of trying different cuisines and experimenting with their fine
dining experience.
Out of the 12 respondents, 4 of them had travelled abroad and were fond of exploring new
dining experiences.
SUB-CULTURE
The various respondents were from diverse backgrounds ranging from north to south and from
east to west. For example- Some were from Meghalaya, Assam, Delhi, Kerala etc. covering
the entire nation. While a minority of people believe weather, changes don’t change their eating
habits like the people in Delhi who irrespectively indulge in their fine dining experience, some
believe that it does specifically due to the health benefits.
FAMILY INFLUENCES
The Indian family is divided into two segments Nuclear and Joint Families. In the joint families,
the decision making doesn’t depend on a single individual rather it is a collective effort which
leads up-to conflict and its resolution.
In Nuclear Family all the individual decision is taken into consideration because the
dependency on the family of the members is far lesser as compared to Joint family.
We found out the Joint families go out mostly for celebration concerning birthdays,
anniversaries etc. While on the other hand, Nuclear families tend to go out to break the
mundane routine of daily life.
REFERENCE GROUPS
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The independent decision making depends upon the impact of their respective reference groups
and the places that the respondents have visited or have talked about it with them for their fine
dining experience. Work Groups are dominant influencers in the decision making.
BUYER CULTURE
Especially in Nuclear Families people have started to adopt an alternative to the fine dining
experience. They have compromised the ambience has the dominant factor with taste and
quality of food which can be order to their homes through food apps.
INTERNAL FACTOR AND INFLUENCES ON PRODUCT PURCHASE
Name Motives Attitude Perception Learning

Abhinav Medium High Low Medium
Varun Medium Medium High Medium
Seema Medium Medium Low Low
Anant Medium High Low Low
Sumit Medium Medium Medium High
Kaushik Low Medium High Medium
Jyoti Low High Low High
Geetanjali Low High Low High
Shrirang Low Medium High Medium
Roopal High Medium High Medium
Mohit Medium High Low High
Lal High
Krishna Low High High
MOTIVES
Motivation is the force or inner state of humans that arouses, channels, and sustains their
behaviour. While dining out there can be numerous motivators that can make on dine out some
of which are :-
• Social pleasure of 'togetherness
• Eating pleasure,
• Lifestyle support or convenience,
• Atmosphere, relaxation, to celebrate a special occasion, or for business entertaining
Amongst our respondents in the above table Low motivation relates to the impromptu plans of
dining out. Most of our respondents have their motivation level from Low to Medium
signifying the prevalence of impromptu plans for dining out as against Special Occasions and
other such planned motivators.
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ATTITUDE
An attitude describes a person's relatively consistent evaluations, feelings, and tendencies
toward an object or an idea. Some of the prevalent factors that helps shaping one’s attitude
towards a fine dining restaurant are quality of service, ambience and peer reviews. Amongst
restaurateurs their goes a saying that a restaurant is only good as the last meal served and thus
providing quality services and living up to the expectation of the customer becomes all the
more important.
Most of our restaurants have their attitude ranging from medium to high signifying their
positive attitude towards their choice of restaurant.
PERCEPTION
Perception is defined as a process through which individuals are exposed to information, attend
to the information, and comprehend the information. Its signifies the level of customer’s
exposure towards the brand’s promotional activities.
Barring some of them, most of our respondents have perception ranging from low to medium
reflecting their low exposure towards the promotional activities and ad campaigns of the
restaurants.
LEARNING
This is one of the most important influencing factors for the restaurateurs because on visiting
a restaurant a customer experience the quality and ambience of the restaurant and they learn
about it. On the basis of these learnings, the customer evaluates his/her repeat purchase. This
also includes information search be it internal or external.
Most of our respondents have their learning ranging from medium to high pointing towards
huge impact of their past experiences in their choice of restaurants and information search that
they seek before choosing a restaurant to dine out at.
MARKETING IMPLICATIONS
• Since most of the consumers belong to full nest II from affluent backgrounds most of
the marketing campaigns and efforts need to be directed towards these households.
• The respondents are tech savvy and know the usage of social media and are fond of fine
dining experience. This means that tie ups with food magazines, television shows,
YouTube/Facebook advertisements can be done to enchant them with exquisite
cuisines.
• Many customers are looking for health benefit options to eat at the restaurants. These
is a new unexplored area for fine dining chains to target customers by offering sugar
free deserts or new product offerings that are not compromising on taste and are
healthy.
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• Most of the respondents go for a fine dining experience when there is an occasion or
celebration. These occasions of individual customers have to be kept in mind by the
restaurants and when some celebration date comes exclusive deals can be provided to
them.
• Influencers as on today play a huge role and can sway consumer perceptions about
things, which enforces the fact that word-of-mouth is indeed the most effective means
of marketing one’s product. People in urban circles look speak to their friends, family,
relatives, work groups. Therefore, referral codes or programs can be designed for them
to persuade more customers to come and have a fine dining experience.
• The pricing of the fine dining chains is not a major factor as compared to the ambience
and taste of cuisines for the respondents. This means that that they are affective
customers more as compared to attribute based. Therefore, as a marketer we need to
target our value proposition based on customer experience i.e. touch-feel factors.
• The respondents consider fine dining experience as a social acceptance action in their
strata of society. Therefore, tie ups with premium brands in clothing, credit cards clubs
etc will be a great strategy to cater to these customers.
MARKETING RETAIL STRATEGY
PRODUCT: The authentic taste of the north-west frontier cuisine that is served is the main
point of differentiation and changing that would result in losing the loyal customer base who
come to the restaurant to indulge in such cuisine of food. This would also subsequently hamper
the value proposition of the brand that Punjab Grill endorses itself as.
PRICE: It was observed that more and more people have started to view and ordering food
from various food apps like Zomato, Dine Out, Food Panda etc. Punjab Grill has a presence
on all these apps with rave reviews. But, what is lacking is a tie up with exclusive collaborations
Zomato Gold, American Express, Citi Bank etc.
PROMOTION: To provide a wholesome dining experience some of the customers, The

Punjab Grill in Saket can come up with workshops taken by the Head Chef Vijay Sethi of the
particular restaurant teaching them nuances leading to a rich experience and increasing
customer loyalty and catering to the ladies with high per capita income.
The strategy of Geo-targeted ads can be established where the Punjab Grill of Saket has a
defined radius. Geo-targeted ads also help in saving money with the help of Google Ads,
Facebook or Twitter.
Also, new strategy of 3D holograms can be implemented showing exquisite cuisines near the
ground floor of DLF Saket which would instantly grab attention of people who are shopping
in that area.
PLACE: To increase their presence in an already over-bloated bubble of restaurants in DLF

Saket, what Punjab Grill must do is to create awareness about its existence via the values and
the brand it wants for itself. We would recommend them to have live performances like folk
Punjabi music, bhangras etc. during festivals to increase their brand presence.
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PROCESS:
To improve the traction of customers Punjab Grill can make use of Google analytics to
understand customer needs and involvement. This would help the loyal customers to become
brand evangelist and gain strong market presence.
PEOPLE:
Most of the customers come with their full nest families so in order to keep them engaged
during their fine dining experience the restaurant can come up with engagements like zenga,
puzzles, crosswords etc. They can also have gift cards or happy hour rewards for families who
drop their business cards in a ruffle or refer a friend to the restaurant.
PHYSICAL EVIDENCE;
One innovative thing which our team came up with was to suggest Punjab Grill to come up
with newsletters or thankyou cards who are visiting the restaurants often. These newsletters
can give updates of the past events like contest winners and update them about any upcoming
offers, deals, achievements etc. This is solely done to keep them posted of how the restaurants
is doing.
PROMOTIONAL STRATEGY FOR PUNJAB GRILL
Punjab Grill falls in the category of a niche category of fine dining restaurants. It is a fine
dining restaurant chain having restaurants in all major metropolitans of India, offering a rich
north western cuisine.
It is currently doing quite a bit in its category to advertise to its customers, having its own
website http://www.punjabgrill.in, and social media presence through Instagram and
Facebook. It is also running its own blog by the name of Fables and also involved in
collaborations with food bloggers. The category we are targeting is the Full nest 2 which are
the families having children aged 6 and above. They have decent resources to spend since they
have both partners working, which makes their decision of choosing a fine dining restaurant
both an affective and attribute based choice. A lot of internal and external influences play a
role in the same which has come out through our interaction with 12 respondents falling in this
category.
NEEDS BEING TARGETED

Using Maslow’s Needs Hierarchy Model, out of the 5 needs : physiological, safety,
belongingness, esteem and self-actualization, we observed that the decision making process for
a fine dining restaurant for our category caters to three needs :
1. Belongingness
2. Esteem
3. Self Actualization
• Belongingness : Since, the choice of choosing a restaurant is driven by the suggestions

of family, friends, work group; it inclines to affiliation and group acceptance need.
• Esteem : The category of fine dining is a niche category, which involves a luxury
experience and ambience offered by the restaurant. Thus, the choice caters to a person’s
esteem as he/she is seen to have a desire for status and prestige.
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• Self Actualization : When a person makes the decision of visiting a fine dining
restaurant, he/she has the desire of fulfillment and is aiming for a desired state
internally.
LEARNING THEORY USED

The learning theory used as a part of the Promotional Strategy is ‘Classical Conditioning’.
Here, we aim to get consumers associate a product with a particular feeling or response.
Through the use of motion poster, it will entice the customers and playing with their psyche.
External Influences Considered

The key external influences considered are as follows :
1. Status Quotient
To attract the niche premium customers, it is imperative to follow practices that make
the customer feel exclusive. The marketing and advertising strategy, be it through
loyalty programs or customer delight offerings have been designed keeping this aspect
in focus.
2. Reference Groups
The customers in the target group were found to be influenced by their personal and
professional groups when visiting a fine dining or making a choice of it. The strategy
of having exclusive experiences and offers on certain occasions have been designed
accordingly.
3. Activities/Interests
There is a certain category of people who are highly inclined to the food choices they
make, and has been observed through the use of certain apps and reference group
consultation for the same. Tapping of food bloggers and culinary expert collaborations
help build that connect with this set of customers.
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Internal Influences Considered
The key internal influences considered are as follows :

1. Motives
It is seen that the motives involved while visiting a fine dining are sometimes
impromptu plans and thus having live motion posters as display can attract them to
visit.
2. Attitude
The attitude is affected by various factors such as ambience, taste and reviews on social
platforms. The restaurant ambience has a role to play here, thus having special nights
like ‘Sufi night’ adds to overall authentic and rich experience that the restaurant offers.
3. Learning
Offering customer delight and a rich experience leads to loyalty and repeat visits. This
is done in-house to maintain the customer base.
STRATEGY
• The restaurant is located in malls in NCR region, one in Saket and other in Gurugram.
The target category is usually seen visiting the malls on the weekend, with their family
and friends, with a multitude of options available. To help them build a brand connect,
the strategy is to have an exclusive area in the main visiting area on the ground floor of
the mall. There keeping a huge motion poster, is something that can click with the minds
of the customer. The motion poster is believed to have their best culinary items, e.g.
Butter Chicken in display with cream and butter floating and bubbling on the top. This
is bound to create salvation in the customer and get him/her acquainted with what the
restaurant has to offer.
The display can be changed as per the occasion, such as having a National Rum Day,
pouring of rum into a glass can be shown.
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• Punjab Grill has a great authentic ambience to it, offering an exclusive dine out
experience to its customers. To further add on to the same, having live music such as
Ghazals and Sufi music play at their restaurant will increase a footfall. This again needs
to be displayed at the section where it shows its poster. The target category is seen to
visit the fine dining restaurants with their families, thus such an atmosphere would be
made desirable.
• Influencer Marketing has helped Punjab Grill reap benefits, but it has been doing it only
with bloggers as of now. It needs to collaborate with culinary experts who take classes
for the niche segment of the society. By offering special discounts in collaboration will
give their promotion a huge boost.
• They are known to get feedback forms filled towards the end of your dining experience.
To maintain customer connect and to have a good Customer Lifetime Value, the
restaurant needs to offer customer delight by obliging the customers around birthdays
and anniversaries. It has been seen that their decision of dining out is much influence
by special occasions, thus a week before that sending out cards and offering exclusive
schemes makes the customer feel special and eases them in making a choice for the
occasion too.
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REFERENCES
1.) http://www.punjabgrill.in/
2.) https://www.wordstream.com/blog/ws/2015/01/14/restaurant-marketing
3.) https://www.zomato.com/ncr/punjab-grill-dlf-phase-3
4.) https://www.instagram.com/punjabgrillofficial/
5.) https://en.wikipedia.org/wiki/Maslow%27s_hierarchy_of_needs
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ANNEXURE
Transcript 1
1. Name- Anant Singh Dhillon

2. Age- 51
3. Gender : M
4. Income bracket- >10 Lacs/Annum
5. Which culture do you belong to
• Hindu
• Muslim
• Christian
• Sikh
6. Have you been born and brought in India? Yes
7. Have you travelled to other countries ? No
8. Which state in India have you spent most of your life? Delhi
9. Which languages do you speak fluently? English Hindi Punjabi
10. Do you belong to joint family or a single family? Single
11. Are you a dependent or earning member of family? Earning
12. How many dependents you have on you? 3
13. Who takes the major purchase decisions in your family ? Me
14. Which group do you spend most time in your life
• Study Group
• Family
• Work group.
• Hobby group
15. What are your hobbies? Teaching and Driving
16. Does the ambience of the restaurants affect your order? Yes, it does. If the ambience is
good and luxurious, I prefer going there. Ambience of a family restaurant is a better
option.
17. Does the change in weather affect your choice of food in a fine dining restaurant? Not
Really
18. Does situations like Birthdays, Anniversaries etc. impact your choice of fine dining
restaurants? Yes, special occasions demand special restaurants. I go to a more high-end
restaurant (preferably a 5-star hotel).
19. How important is order delivery time to you when you order your food ? As long as the
restaurant feels comfortable, delivery time isn’t an issue
20. Does your mood affect your choices/indulgence in the food you order? Yes, when I am
in a happy mood, I generally order Butter Chicken.
21. Do you compare the pricing of the restaurant and other options before choosing? No
22. Does your previous experiences in a fine dining restaurant affect your next visit or lack
thereof? Yes, I have been repeatedly going to Gulati because I love the experience there.
23. Do you use social media to explore fine dining restaurants? No
24. If yes, which is the app used most? Zomato
• Zomato/ Instagram/ Facebook/ Snapchat/ Dine Out etc.
25. Does exploring new cuisines shape your visits to restaurants? No, I usually go and eat
North Indian so I don’t usually try new cuisines and restaurants.
26. Does your peers’ choice affect your decisions in using a restaurant? Yes, at times
27. Are you an extrovert or introvert? Introvert
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28. Would you like to go on trip or spend time at home on weekend ? Go on a trip with
family
29. Do you consider yourself as a calm or vivacious person? Calm
30. Can you hear and see clearly the verbal and non verbal communication of others? Are
your language and cultural needs understood and being addressed? Yes, they’re
addressed easily since I’ve spent all my life in North India (Delhi and Faridabad)
31. Does the quality of the physical environment – including lighting, noise, amount of
personal space, heat, humidity, colour, smells, etc affect you?
32. Do you have a chance to spend time with the important people in their life such as family
or friends? Yes, since we are a nuclear family, I make sure I spend time with
family/friends.
33. Can you make choices in their daily life? Yes
34. Any brand that makes you feel connected with yourself? Chivas Regal
35. Do you like the work which you are doing? Yes
36. Usually what motivates you to visit to a particular fine dining restaurant ? Sense of
boredom, celebration or achievement
37. What role does the cultural/geographical factor play in choosing the restaurant you
would like to visit or the cuisine you would like to try? A North Indian restaurant would
obviously serve better north Indian food
38. How likely you are going to stick to a particular chain of restaurant/Cuisine? Very High
39. What are the most likely factor that can make you stick to a particular:-
a. Restaurant : Past Experience
b. Cuisine : Taste
40. Usually how would you like to rate the level of involvement in choosing the
restaurant/cuisine while dining out? (Scale of 10)
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Transcript 2
1. Name- Roopal Verma

2. Age- 29
3. Gender : F
4. Income bracket- 12-18 lakhs/annum
• Hindu
• Muslim
• Christian
• Sikh
8. Which state in India have you spent most of your life? Chhattisgarh, I have done my
schooling from there and spent my college life in Bangalore
9. Which languages do you speak fluently? English Hindi
10. Do you belong to joint family or a single family? Nuclear
13. Who takes the major purchase decisions in your family ? Me and my husband
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• Study Group
• Family
• Work group
• Hobby group
15. What are your hobbies? Singing and Cooking

16. Does the ambience of the restaurants affect your order? Yes
17. Does the change in weather affect your choice of food in a fine dining restaurant? Yes I
wish to go to places according to feel in the weather
restaurants? Yes
19. How important is order delivery time to you when you order your food ? It is important
of course but not fundamental. I want the taste to be first priority
20. Does your mood affect your choices/indulgence in the food you order? Mostly when I
am eating out I like to be well informed and well organized about the event. I choose
from many places and pick a place that matches with the time, company I am eating
with. But I mostly prefer places with live music and open terrace.
21. Do you compare the pricing of the restaurant and other options before choosing? Yes it
is very important and choose my restaurants wisely
thereof? Mostly I am don’t repeat restaurants & I always like to try new ones but if need
comes I try to go nearby good places where I have tried and liked it.
23. Do you use social media to explore fine dining restaurants? Yes
25. Does exploring new cuisines shape your visits to restaurants? Yes I am fond of trying
new cuisines. However I like Punjabi food the best
26. Does your peers’ choice affect your decisions in using a restaurant? My friends really
throw in some great dinners and usually enjoy them
27. Are you an extrovert or introvert? Ambivert
28. Would you like to go on trip or spend time at home on weekend ? Trip or Party
29. Do you consider yourself as a calm or vivacious person? Vivacious and lively
your language and cultural needs understood and being addressed? Yes I am aware of
my surroundings
personal space, heat, humidity, color, smells, etc affect you? Color, Lighting, Smell
bothers me most
or friends? Yes I feel very connected with them
33. Can you make choices in their daily life? I advise them but cant make choices in their
lives
34. Any brand that makes you feel connected with yourself? Fab India
35. Do you like the work which you are doing? Yes I find it satisfying.
36. Usually what motivates you to visit to a particular fine dining restaurant ? Trying new
things and new places, Occasions
would like to visit or the cuisine you would like to try? Not much I like to stick to old
cuisines mostly
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38. How likely you are going to stick to a particular chain of restaurant/Cuisine? Very
Likely, Good taste motivated me to stick to it.
• Restaurant : Service Quality,Restaurant
• Cuisine : Taste
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Transcript 3
1. Name- Mr. Abhinav Goel

2. Age- 33,
3. Gender-M/F
4. Income bracket- 1200000 P.A.
• ● Hindu
• ● Muslim
• ● Christian
• ● Sikh
• If yes where-
8. Which state in India have you spent most of your life? Rajasthan
9. Which languages do you speak fluently? Hindi, English,Marwari
10. Do you belong to joint family or a single family? Nuclear family
13. Who takes the major purchase decisions in your family? Like buying a car, expensive
items etc. Father
14. Which group do you spend most time in your life?
● Study Group
● Family
● Work group
● Hobby group
15. What are your hobbies? Reading
17. Does the change in weather affect your choice of food in a fine dining restaurant? Yes
restaurants? Yes
19. How important is order delivery time to you when you order your food ? Very Important
20. Does your mood affect your choices/indulgence in the food you order? Yes
21. Do you compare the pricing of the restaurant and other options before choosing? No
thereof? Yes
24. If yes, which is the app used most?
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25. Does exploring new cuisines shape your visits to restaurants? No
26. Does your peers’ choice affect your decisions in using a restaurant? Yes
27. Are you an extrovert or introvert, moody or laid back, easily aroused and frustrated or
quiet and withdrawn? How does their personality affect your behaviour? Introvert; No
impact
28. Would you like to go on trip or spend time at home on weekend? Spend time at home
30. Can you hear and see clearly the verbal and nonverbal communication of others.Are
your language and cultural needs understood and being addressed? Yes
personal space, heat, humidity, color, smells, etc. affect you? Yes
or friends? Yes
34. Any brand that makes you feel connected with yourself? Van Heusen
36. Usually what motivates you to visit to a particular fine dining restaurant? -Quality of
food
would like to visit or the cuisine you would like to try?
• CULTURAL-Preference for veg food, more spices etc.
• GEOGRAPHICAL-More wheat consumption,
38. How likely you are going to stick to a particular chain of restaurant/Cuisine?
39. What are most likely factors that can make you stick to a particular: -
• Restaurant- Quality
• Cuisine-Taste
40. Usually how would like to rate the level of involvement in choosing the
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Transcript 4
1. Name-Varun Singh
2. Age- 36
3. Gender-M/F
4. Income bracket- 82000/- Month
• Hindu
• Muslim
• Christian
• Sikh
8. Which state in India have you spent most of your life? Assam
9. Which languages do you speak fluently? Assamese, Bengali, Hindi, English
10. Do you belong to joint family or a single family? Joint Family
11. Are you a dependent or earning member of family? Assamese
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13. Who takes the major purchase decisions in your family ? Wife, Me
• Study Group
• Family
• Work group
15. What are your hobbies? Playing Badminton
restaurants? Yes
19. How important is order delivery time to you when you order your food ? Very Important
21. Do you compare the pricing of the restaurant and other options before choosing? Yes
thereof? Yes
23. Do you use social media to explore fine dining restaurants?
25. Does exploring new cuisines shape your visits to restaurants? Yes
27. Are you an extrovert or introvert? Extrovert
28. Would you like to go on trip or spend time at home on weekend ? Depends on the mood
30. Can you hear and see clearly the verbal and non-verbal communication of others? Yes
Are your language and cultural needs understood and being addressed? Yes
personal space, heat, humidity, colour, smells, etc affect you? Yes
or friends? Yes
34. What are your strengths and weakness?
• Strength-Extrovert
• Weakness-Procrastinator
36. Usually what motivates you to visit to a particular fine dining restaurant ? Word of
Mouth, Reviews on online platforms
• Cultural: Hardly any role
• Geographical: Does affect to a great extent
38. How likely you are going to stick to a particular chain of restaurant/Cuisine?
Very likely
39. What are most likely factor that can make you stick to a particular:-
i. Restaurant :-Value for money, Service, Location
ii. Cuisine:- Taste only
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Transcript 5
1. Name- Seema Jaitely

2. Age- 47
3. Gender: F/M
4. Income bracket- 5-10 Lacs/Annum
• Hindu
• Muslim
• Christian
• Sikh
9. Which languages do you speak fluently? Hindi, Punjabi, English
10. Do you belong to joint family or a single family? Nuclear Family
11. Are you a dependent or earning member of family? Earning member
13. Who takes the major purchase decisions in your family ? My husband
• Study Group
• Family
• Work group
• Hobby group
15. What are your hobbies? Working out, also teaching
17. Does the change in weather affect your choice of food in a fine dining restaurant? No
restaurants? Yes, a special occasion demands for a good quality restaurant.
19. How important is order delivery time to you when you order your food ? If the restaurant
is like a Dhaba, then it is important. Otherwise, not that important for a fine-dining
restaurant.
20. Does your mood affect your choices/indulgence in the food you order? Yes, when Iam
usually happy, I crave for Rasmalai and jalebis.
21. Do you compare the pricing of the restaurant and other options before choosing? I go
out very less, so I usually don’t compare.
22. Does your previous experiences in a fine dining restaurant affect your next visit orlack
thereof? Yes, obviously
23. Do you use social media to explore fine dining restaurants? My daughter does it
26. Does your peers’ choice affect your decisions in using a restaurant? Very less
28. Would you like to go on trip or spend time at home on weekend ? Spend time at
Home
29. Do you consider yourself as a calm or vivacious person? A mix of both
20
your language and cultural needs understood and being addressed? Yes, since I’ve been
born and brought up in Delhi and Faridabad, I can understand the culture really well.
or friends? Yes, I make sure I take out time
34. Any brand that makes you feel connected with yourself? Madame
36. Usually what motivates you to visit to a particular fine dining restaurant? When there’s
a need to celebrate
Geographical factors play a role, the place should be in South Delhi itself
38. How likely you are going to stick to a particular chain of restaurant/Cuisine? 8/10
39. What are most likely factor that can make you stick to a particular:-
• Restaurant: Location
• Cuisine: Past experiences
restaurant/cuisine while dining out?
4/10, my daughter is more involved
Transcript 6
1. Name- Sumit Harichandanray

2. Age-
3. Gender : M
a. Hindu
b. Muslim
c. Christian
d. Sikh
7. Have you travelled to other countries? Yes, to China, Poland, Austria etc
8. Which state in India have you spent most of your life? Odisha
9. Which languages do you speak fluently? Hindi, English & Odiya
13. Who takes the major purchase decisions in your family ? Wife
a. Study Group
b. Family
c. Work group.
21
d. Hobby group
15. What are your hobbies? Singing and cooking
16. Does the ambience of the restaurants affect your order? Ambience does affect my
ordering for food.
17. Does the change in weather affect your choice of food in a fine dining restaurant? Of
course, it’s always better to eat as per weather to have a healthy life.
restaurants? No not at all
19. How important is order delivery time to you when you order your food ? It is very
important for me to get ordered food in time to enjoy food in good mood. But if with
drinks food can wait for sometime.
20. Does your mood affect your choices/indulgence in the food you order? Mood doesn’t
affect my choice of food.
21. Do you compare the pricing of the restaurant and other options before choosing? Yes I
do compare to have the most optimal pricing of dish.
thereof ? Yes it makes me to go to same place if dining experience is excellent.
23. Do you use social media to explore fine dining restaurants? Yes, I do it.
a. Zomato/ Instagram/ Facebook/ Snapchat/ Dine Out etc.
25. Does exploring new cuisines shape your visits to restaurants? I seldom try new dish &
cuisine, hence it affects my visit to restaurants.
26. Does your peers’ choice affect your decisions in using a restaurant? Sometimes yes, if
reviews for the place/places are good.
28. Would you like to go on trip or spend time at home on weekend ? Go on a trip
29. Do you consider yourself as a calm or vivacious person? Vivacious
your language and cultural needs understood and being addressed? Yes everybody
understands what I say, & I too understand what they say.
personal space, heat, humidity, colour, smells, etc affect you? Yes all these factors affect
me.
or friends? I always try to spend time with my family& friends.
33. Can you make choices in their daily life? No
34. Any brand that makes you feel connected with yourself? UCB
36. Usually what motivates you to visit to a particular fine dining restaurant ? Its ambience,
food and pricing
would like to visit or the cuisine you would like to try? It plays an important role as I
get to know what’s available there.
38. How likely you are going to stick to a particular chain of restaurant/Cuisine? Not
Necessarily
a. Restaurant :
b. Cuisine :
22
a. restaurant/cuisine while dining out? (Scale of 10)
i. 6
Transcript 7
2. Name- Kaushik Goswami

3. Age-
4. Gender : M
a. Hindu
b. Muslim
c. Christian
d. Sikh
7. Have you been born and brought in India? Yes born and brought up in Guwahati, Assam
8. Have you travelled to other countries? No
9. Which state in India have you spent most of your life? Meghalaya
10. Which languages do you speak fluently? Hindi, English & Assamese
a. Study Group
b. Family
c. Work group.
d. Hobby group
16. What are your hobbies? Play Guitar
17. Does the ambience of the restaurants affect your order? Ambience does affect my
ordering for food.
18. Does the change in weather affect your choice of food in a fine dining restaurant? Of
course, it’s always better to eat as per weather to have a healthy life.
restaurants? No not at all
20. How important is order delivery time to you when you order your food ? It is very
important for me to get ordered food in time to enjoy food in good mood.
21. Does your mood affect your choices/indulgence in the food you order? Mood doesn’t
affect my choice of food.
22. Do you compare the pricing of the restaurant and other options before choosing? Yes I
do compare to have the most optimal pricing of dish.
thereof ? Yes it makes me to go to same place if dining experience is excellent.
24. Do you use social media to explore fine dining restaurants? Yes, I do it.
a. Zomato/ Instagram/ Facebook/ Snapchat/ Dine Out etc.
23
26. Does exploring new cuisines shape your visits to restaurants? I always wish to try new
dish & cuisine, hence it affects my visit to restaurants.
27. Does your peers’ choice affect your decisions in using a restaurant? Sometimes yes, if
reviews for the place/places are good.
29. Would you like to go on trip or spend time at home on weekend ? Go on a trip
30. Do you consider yourself as a calm or vivacious person? Yes I am cool as cucumber
your language and cultural needs understood and being addressed? Yes everybody
understands what I say, & I too understand what they say.
personal space, heat, humidity, colour, smells, etc affect you? Yes all these factors affect
me.
or friends? I always try to spend time with my family& friends.
34. Can you make choices in their daily life? No
35. Any brand that makes you feel connected with yourself? Woodland
37. Usually what motivates you to visit to a particular fine dining restaurant ? Its ambience,
food and pricing
would like to visit or the cuisine you would like to try? It plays an important role as I
get to know what’s available there.
39. How likely you are going to stick to a particular chain of restaurant/Cuisine? Not
Necessarily
a. Restaurant :
b. Cuisine :
a. restaurant/cuisine while dining out? (Scale of 10)
i. 6
Transcript 8
41. Name- Jyoti Gauba

42. Age- 43
43. Gender : F
44. Income bracket- 12+lalks/annum
• Hindu Hindu
• Muslim
• Christian
• Sikh
47. Have you travelled to other countries ? Yes
24
52. How many dependents you have on you? One
• Study Group
• Family
• Work group.
• Hobby group
55. What are your hobbies? Music badminton shopping travel
restaurants? Yes
59. How important is order delivery time to you when you order your food ? Very imp
61. Do you compare the pricing of the restaurant and other options before choosing? Yes
thereof? Yes
66. Does your peers’ choice affect your decisions in using a restaurant? Yes sometimes
68. Would you like to go on trip or spend time at home on weekend ? Trip
70. Can you hear and see clearly the verbal and non verbal communication of others? Yes
or friends? Yes
74. Any brand that makes you feel connected with yourself? Don’t know
76. Usually what motivates you to visit to a particular fine dining restaurant ? Proximity
pricing type of cuisine
would like to visit or the cuisine you would like to try? Cultural - Indian with family;
geography- proximity
78. How likely you are going to stick to a particular chain of restaurant/Cuisine? Many years
c. Restaurant : ambience service hygiene pricing
d. Cuisine : acceptance by family , preparation , how big is the spread
8
25
Transcript 9
1. Name- Geetanjali Gauba

2. Age- 42
3. Gender : F
4. Income bracket- 10+lakhs/annum
• Hindu Hindu
• Muslim
• Christian
• Sikh
7. Have you travelled to other countries ? Yes, Dubai, Singapore, Malaysia, Hong Kong,
Macau
10. Do you belong to joint family or a single family? Joint
12. How many dependents you have on you? Two
13. Who takes the major purchase decisions in your family ? Me and my husband
• Study Group
• Family
• Work group
• Hobby group
15. What are your hobbies? Teaching and Cooking

16. Does the ambience of the restaurants affect your order? No
restaurants? Yes
21. Do you compare the pricing of the restaurant and other options before choosing?
Sometimes
thereof? For sure
26. Does your peers’ choice affect your decisions in using a restaurant? No
28. Would you like to go on trip or spend time at home on weekend ? Trip
30. Can you hear and see clearly the verbal and non verbal communication of others? Yes
26
personal space, heat, humidity, colour, smells, etc affect you? At times
or friends? Yes
34. Any brand that makes you feel connected with yourself? Don’t know
36. Usually what motivates you to visit to a particular fine dining restaurant ?
Proximity,pricing,type of cuisine
would like to visit or the cuisine you would like to try? Cultural - Indian with family;
geography- proximity
38. How likely you are going to stick to a particular chain of restaurant/Cuisine? Many years
• Restaurant : ambience service hygiene pricing
• Cuisine : acceptance by family , preparation , how big is the spread
8
Transcript 10
1. Name- Shrirang Mundada

2. Age- 28
3. Gender : M
4. Income bracket- 12-18 lakhs/annum
• Hindu
• Muslim
• Christian
• Sikh
7. Have you travelled to other countries ? Yes, Dubai, Singapore, Malaysia,Thailand
9. Which languages do you speak fluently? English Hindi,Marathi
10. Do you belong to joint family or a single family? Joint
12. How many dependents you have on you? Two
13. Who takes the major purchase decisions in your family ? Me and my father
• Study Group
• Family
• Work group
• Hobby group
15. What are your hobbies? Reading and Sports

27
17. Does the change in weather affect your choice of food in a fine dining restaurant? No
restaurants? Yes
20. Does your mood affect your choices/indulgence in the food you order? Yes when it is
rough day at work I order Biryani or Burger, but when I have time I will think about
other cuisines like Italian, chinese
21. Do you compare the pricing of the restaurant and other options before choosing? Not
really I feel spend mostly on food and clothes so I like to not care about it very much
thereof? Yes if I really like the restaurant I would like to go there again.There are my go
to restaurants mostly but sometimes I like to try also
25. Does exploring new cuisines shape your visits to restaurants? Yes, I am fond of Italian
and Chinese so I always look for trying these cuisines in new restaurants
26. Does your peers’ choice affect your decisions in using a restaurant? My friends and my
work people take me to new ones
28. Would you like to go on trip or spend time at home on weekend ? Spend time at home
and go for movie or eat out
your language and cultural needs understood and being addressed? Yes I am quite
perceptive.
personal space, heat, humidity, color, smells, etc affect you? Color, Lighting, Smell
bothers me most
or friends? Yes I feel very connected with them
33. Can you make choices in their daily life? I advise them but cant make choices in their
lives
34. Any brand that makes you feel connected with yourself? HUL
36. Usually what motivates you to visit to a particular fine dining restaurant ? I get very
bored of eating at home I go to na restaurant and due to some ocaasions
would like to visit or the cuisine you would like to try? Not much I like to stick to old
cuisines mostly
Likely, Good taste motivated me to stick to it.
• Restaurant : ambience service hygiene pricing
• Cuisine : acceptance by family , preparation , how big is the spread
7
28
Transcript 11
1. Name- Mohit Goyal

2. Age- 27
3. Gender : M
4. Income bracket- 15 lakhs/annum
• Hindu
• Muslim
• Christian
• Sikh
8. Which state in India have you spent most of your life? Uttar Pradesh
9. Which languages do you speak fluently? English Hindi, Tamil, Telugu
13. Who takes the major purchase decisions in your family ? Myself
• Study Group
• Family
• Work group
• Hobby group
15. What are your hobbies? Swimming, badminton, Photography

17. Does the change in weather affect your choice of food in a fine dining restaurant? Maybe
restaurants? No
19. How important is order delivery time to you when you order your food ? It is important
21. Do you compare the pricing of the restaurant and other options before choosing? Yes it
does.
thereof? Yes
28. Would you like to go on trip or spend time at home on weekend ? At home
your language and cultural needs understood and being addressed? Yes
29
personal space, heat, humidity, color, smells, etc affect you? Yes I am sensitive to the
environment
or friends? Yes
33. Can you make choices in their daily life? Some choices
34. Any brand that makes you feel connected with yourself? Fila, Asus
35. Do you like the work which you are doing? In a way yes.
36. Usually what motivates you to visit to a particular fine dining restaurant ? Friend’s
advice
would like to visit or the cuisine you would like to try? I always wanted to try Japanese,
so if at all I visit Japan I might like the food there.
38. How likely you are going to stick to a particular chain of restaurant/Cuisine? Most likely
• Restaurant : Ambience, Food, Variety, Price
• Cuisine : Personal preference, Price
7.5
Transcript 12
1. Name- Mr. Lal Krishna

2. Age- 32
3. Gender : M
4. Income bracket- 12+ lakhs/annum
• Hindu
• Muslim
• Christian
• Sikh
8. Which state in India have you spent most of your life? Kerala
9. Which languages do you speak fluently? English,Malyalam
13. Who takes the major purchase decisions in your family ? Myself
• Study Group
• Family
• Work group
• Hobby group
30
15. What are your hobbies? Working out, Surfing Net
16. Does the ambience of the restaurants affect your order? Yes, but it is not the
onlydeciding factor
17. Does the change in weather affect your choice of food in a fine dining restaurant? Yes,
if the weather has any significant effect on my health, my choice of food would
definitely be dependent on the weather.
restaurants? Yes
19. How important is order delivery time to you when you order your food ? It is asignificant
factor to be considered when I order food for any special occasion.
21. Do you compare the pricing of the restaurant and other options before choosing? Yes, I
do it very extensively, especially the review of the restaurant.
thereof? Yes
23. Do you use social media to explore fine dining restaurants? Yes, Very Extensively
25. Does exploring new cuisines shape your visits to restaurants? No. I don’t normally
explore completely alien dishes.
26. Does your peers’ choice affect your decisions in using a restaurant? Yes, I always take
reference from my best friends before choosing a fine restaurant to dine
28. Would you like to go on trip or spend time at home on weekend ? Spend time at home
your language and cultural needs understood and being addressed? I don’t critically
analyze these factors of communication
personal space, heat, humidity, color, smells, etc affect you? Yes, especially when I’m
with my family
or friends? Yes, Many at times
34. Any brand that makes you feel connected with yourself? Louis Phillippe
35. Do you like the work which you are doing? Yes, I’m a practicing Dentisian.
36. Usually what motivates you to visit to a particular fine dining restaurant ? It is
situational/ depends on the ceremony or occasion
would like to visit or the cuisine you would like to try? I don’t find anything of that sort.
The dining etiquettes are sometimes little tricky to follow.
unlikely, as it is completely occasional as well as it also depends on my current
stay/location
• Restaurant : Value for money service
• Cuisine : Taste and Feel
31
7
32

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PHASE-2 PROJECT REPORT

Ashima Berri 17PGDMHR09

Cross Sub Family Reference Buyer

INTERNAL FACTOR AND INFLUENCES ON PRODUCT PURCHASE

Name Motives Attitude Perception Learning

MARKETING RETAIL STRATEGY

PROMOTION: To provide a wholesome dining experience some of the customers, The

PLACE: To increase their presence in an already over-bloated bubble of restaurants in DLF

PROMOTIONAL STRATEGY FOR PUNJAB GRILL

NEEDS BEING TARGETED

• Belongingness : Since, the choice of choosing a restaurant is driven by the suggestions

LEARNING THEORY USED

External Influences Considered

The key internal influences considered are as follows :

1. Name- Anant Singh Dhillon

1. Name- Roopal Verma

15. What are your hobbies? Singing and Cooking

1. Name- Mr. Abhinav Goel

1. Name- Seema Jaitely

1. Name- Sumit Harichandanray

2. Name- Kaushik Goswami

41. Name- Jyoti Gauba

1. Name- Geetanjali Gauba

15. What are your hobbies? Teaching and Cooking

1. Name- Shrirang Mundada

15. What are your hobbies? Reading and Sports

1. Name- Mohit Goyal

15. What are your hobbies? Swimming, badminton, Photography

1. Name- Mr. Lal Krishna

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