CONSUMER BEHAVIOUR CONSUMER BEHAVIOUR &&

DEMAND ANALYISIS DEMAND ANALYISIS FORFOR

‘ ‘RESTAURANTS”RESTAURANTS”

Objective of the study :- Determining the factor that affect the

demand function for restaurants . To raise some demand management issues

prevailing in the current scenario . Finally to recommend some managerial

policies to stimulate demand for the restaurants.

Background of the study :-Nearly two third of India's population live in

urban areasOut of which 75% of the people visit

restaurants

Points to be considered for the analysis :Food being a basic necessity for life; the

major part of living people frequently visit restaurants.

There has been an increase in number of BPO’s due to which there has been an increase in the income of young generation .

Restaurant have taken a leap in case of their existence due to the young generation .

CONTD………. It is been seen that even though the standard

of living has increased the frequent restaurant goers don’t depend up on the price but quality is important

Restaurant can be classified in various classes . Restaurants are basically now classified

between the classes and the masses . Now a days restaurants are more focused on

the ambience , food quality & the best service .

Survey conducted :Radhakrishna ( Andheri )Five ( Khar )Peshawari ( Santacruz )Olives ( Bandra )

*Survey based on resi dents of Mumbai

Database :Data purely compiled on the basis of field

survey .Questionnaire included quantitative and

qualitative questionsSample size :-80

Description Radhakrishna : Basically a South Indian

restaurant comprising of Indian as well as Chinese .

Five : a Multi Cuisine restaurantPeshawari : a Indian junction famous for its

kebab'sOlive : a Restro Bar

Survey figures :

Age group percentage

18 – 25 55

25 – 35 22.5

35– 50 13.5

50 & above 10

Survey Figures

Restaurant 18 – 25

yrs.

25 –35

yrs.

35-50

yrs.

50 yrs. & above

Radha Krishna

25% 15% 45% 75%

Five 43% 25% 15% 5%

Peshawari 2% 10% 15% 20%

Olive 30% 50% 20% 0%

Survey Figures

preference Income level

> 1.5 lakh

Income level

1.5 – 3 lakhIncome level

3 – 5 lakh

Income level

5 lakh&above

Radha Krishna

85% 55% 45% 25%

Five 9% 15% 25% 17%

Peshawari 1% 2% 10% 40%

Olive 5% 28% 20% 18 %

Survey Analysis :Price of the restaurant and income of the

survey population play an important role in demand.

Qualitative aspect like ambience , food quality, service play an role in demand .

Demand for good restaurant is on the rise as the standard of living is increasing .

Recommendation by Group 7 : To increase demand for the restaurant can

provide with the best food quality & variety in the menu.

Demand for restaurant is positively related to income , it can be inferred that in posh locality the demand for restaurant would go up.