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AN ANALYTICAL STUDY ON CUSTOMER PREFERENCE AND SUCCESS FACTOR OF RESTAURANTS IN SOUTH MUMBAI

Bapna, Kunal (2015) AN ANALYTICAL STUDY ON CUSTOMER PREFERENCE AND SUCCESS FACTOR OF RESTAURANTS IN SOUTH MUMBAI. Other thesis, WGSHA.

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Abstract

Multiculturalism is an intrinsic part of the historical formation and development of any country. Mumbai is also a multiethnic and multilingual society, a trend that will increase in the future. One of the important components of ethnicity is expressed in the manner in which ethnic groups prepare and serve their food. Every group uses a distinct method of cooking and traditional ingredients in their dishes. Ethnic foods represent a dynamic and evolving category. Over time foods that were considered ethnic, like thali, have become a part of the mainstream in the Indian diet plan. Most recently, restaurateurs are beginning to mix and combine the influences and traditions from a variety of ethnic origins in a fusion of cuisines and flavors. Today, international food is very popular. Many different cuisine restaurants open each year in the city to meet the needs of the population and others. Today in the city, Westerners are more accepting of international cuisines than before. It is important for restaurateurs to know consumer demand before opening a restaurant due to the high rate of restaurant failures. Sometimes the ambience of the restaurant will greatly affect customer preferences because they are not familiar with the new setting, so they may feel uncomfortable while dining. An example is eating with chopsticks at a Chinese restaurant or sitting on the floor to eat in a Japanese restaurant. Diners‟ preferences in association with themed restaurants contain physical and psychological components. Twenty of these features were adopted to compute a study. A total of 205 respondents who had visited themed restaurants at least once in recent year were questioned using a suitable sampling approach. Independent sample test, Chi-square test and cross tabulations were used to study the consequences of the principle factors and to attain a reliable result of consumers‟ preferences. The willingness to pay per meal for one person ranged from Rs.600-800 to 1500 and above. Menu, Parking, location, cleanliness, background music and service staff, service speed, showed various influence on individuals.

Item Type: Thesis (Other)
Uncontrolled Keywords: Kind of preferred experience, Theme (cuisine of the restaurant), Willingness to Pay, Age group
Subjects: Hotel Management > WGSHA Manipal
Depositing User: WGSHA EPrints Administrator
Date Deposited: 27 Feb 2016 14:23
Last Modified: 27 Feb 2016 14:23
URI: http://eprints.manipal.edu/id/eprint/145418

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