grand poject_jeet parikh

GRAND PROJECTTO STUDY THE EFFECT OF VISUAL CUES AND AUDITORY CUES ON THE

CONSUMERS IN THE RESTAURANTS IN AHMEDABAD

BY JEET PARIKH(127690592075) KAMAL CHAVDA(127690592022)

INTRODUCTION TO SENSORY BRANDING VISUAL OLFACTORY AUDITORY GUSTATIVE TACTILE

SENSORY MARKETING IN THE RESTAURANTS VISUAL CUES• Visual cues are Fundamental components to

attract and to retain dinners. The atmosphere is one part of the

dining experience that is remembered. For the restaurant owner, the atmosphere along with the food is essential qualities that will encourage repeat diners.

Colours will reflect the theme. If it is a romantic restaurant, colours will be subtle and the lighting will be dim, but the candles will provide the right amount of lighting to see one another and their meals.

Good Interior Set up also provides pleasing experience for the consumers in the Restaurant

EXTERIOR AND INTERIOR DESIGN SET UPS

CONTINUED…

AUDITORY CUES IN THE RESTAURANTS The moment you walk into any

restaurant, three of your five senses are immediately engaged: sight, smell and sound. Taste and touch come later.

More and more restaurants are keying in on the importance of music as a way to enhance the customer experience and differentiate their brand from the competition.

People eat out as a form of entertainment

Research has shown that the music played during a dining experience can affect the customer’s mood and attitude, the amount time they spend in the restaurant, and even how much they spend.

RESEARCH DESIGN

LITERATURE REVIEW Carla Barzanò , & Michele Fossi (2006, May 25). In What sense-a short guide to

sensory education. Retrieved from http://www.slowfood.com/education/filemanager/resources/Sense_eng.pdf

[1] Cih-Hui Shieh,, I-Ling Ling, & Po-Cheng Chen, (2006 June 12). THE EFFECT OF SENSORYCUESAND COGNITIVE LOAD ON WILLINGNESS TO PAY. Retrieved http://iceb.nccu.edu.tw/proceedings/APDSI/2013/proc/P130118002.pdf

[1] Costa Magoulas University of Nevada, Las Vegas, [email protected] (2006January 7). How color affects food choices. Retrieved from http://digitalscholarship.unlv.edu/cgi/viewcontent.cgi?article=1553&context=thesesdissertations

[1] Dr Ralf Müller (2006 September 14). Scent Marketing: What is the impact on stores in Umeå? Retrieved from http://www.smellit.cl/assets/pdf/StoresInUmea.pdf

[1] Dr. Vinit Dani, & Mrs. Vanishree Pabalkar (2006,July 12). Branding through Sensory Marketing. Retrieved from http://theglobaljournals.com/ijsr/file.php?val=November_2013_1383311529_3f4c2_95.pdf

CONTINUED… [1] Filser, S. (2006, July 12). Sensory-based target groups for the Italian organic food market.

Retrieved from http://www.ecropolis.eu/images/downloads/IAAE_PAPER_FINAL.pdf [1] . Silberer, P. Hehn (2007, June 12). Event Food as a Tool of Sensory Marketing

Communication. Retrieved from https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=8&ved=0CFwQFjAH&url=http%3A%2F%2Fwww.uni-goettingen.de%2Fde%2Fdocument%2Fdownload%2F1cd16e143166a4b291407a152ff20bb6.pdf%2FG.%2520Silberer%2C%2520P.pdf&ei=arLFUtnwHo79rAegyYDgAw&usg=AFQjCNFc6FuUF0jCYavE0wKx8rfOjJK6bw&cad=rja

Graham Page, & Jane e Raymond (2007, February 3). COGNitivE NEuROSCiENCE, MARkEtiNG ANd RESEARCh. Retrieved from http://www.millwardbrown.com/Files/Blog/images/PageRaymondESOMARpaper.pdf

[1] Jihyun Song, Iowa State University, USA (2007, August 12). Retail Design and Sensory Experience: Design Inquiry of Complex Reality. Retrieved from http://www.drs2010.umontreal.ca/data/PDF/111.pdf

Jihyun Song, Iowa State University, USA (2007, August 13). http://www.slowfood.com/education/filemanager/resources/Sense_eng.pdf. Retrieved from http://www.drs2010.umontreal.ca/data/PDF/111.pdf

CONTINUED… [1]Mackman, A. (2007, September 18). Sensory Branding- A new Experience for Restaurant

Customers. Retrieved from http://www.diva-portal.org/smash/get/diva2:629118/FULLTEXT01.pdf

MRS SHALLU SINGH*; MRS ANJALI SHARMA**; MRS NEETU JAIN** (2007, January 12). CUSTOMER ENGAGEMENT THROUGH SENSORY BRANDING. Retrieved from http://zenithresearch.org.in/images/stories/pdf/2013/SEP/EIJMMS/17_EIJMMS_VOL3_ISSUE9_SEPTEMBER2013.pdf

[1]Natalia Buitrago Hinestroza Bangkok University , & Paul TJ James Bangkok University (2008, February 22). The effects of sensory marketing on the implementation of fast-food marketing campaigns. Retrieved from http://www.aabri.com/manuscripts/131681.pdf

Rackson, A. (2008, April 18). Sensory-based target groups for the Italian organic food market. Retrieved from http://www.ecropolis.eu/images/downloads/IAAE_PAPER_FINAL.pdf

CONTINUED… Richardsan, A. (2010, April 12). Sensory Marketing- Seperating Facts from

Fictions. Retrieved from stosowana.files.wordpress.com/2010/12/the_concept_of_sensory_marketin

[1] Robert, A. (2012, June 12). Sensory Branding for Retaurant consumers. Retrieved from http://www.ajbasweb.com/ajbas/2012/August/337-343.pdf

Sung-Joon Yoona, ?, Ji Eun Park b,1 (2013, August 16). Do sensory ad appeals in?uence brand attitude? Retrieved from http://ibave.weebly.com/uploads/1/0/7/4/10741354/appleals_influence_brand_attitude.pdf

Suria Sulaiman and Mahmod Sabri Haron (2013, February 12). Foodscape and Customer?s Future Behavioral Intentions in Casual Dining Restaurant. Retrieved from http://www.joebm.com/papers/22-E00022.pdf

Xue Yu Iowa State University, [email protected] (2013, October 12). Sensory study in restaurant interior design. Retrieved from http://lib.dr.iastate.edu/cgi/viewcontent.cgi?article=2151&context=etd

PRIMARY OBJECTIVE

TO STUDY THE EFFECT OF VISUAL CUES AND AUDITORY CUES ON THE CONSUMERS IN THE RESTAURANTS IN

AHMEDABAD

SECONDARY OBJECTIVES

OBJECTIVE 1To understand the attitude of consumers towards Visual

cues in the restaurant.

COLOURS

H0: Colours in the Restaurant doesn’t affect the consumer attitude towards the Restaurant.

H1: Colours in the Restaurant affects the consumer attitude towards the Restaurant.

Interior Set up

H0: Lighting mix is not more preferable than theme by consumers in the Restaurants.

H1: Lighting mix is more preferable than theme by consumers in the Restaurants.

Colours and Occupation

H0: There is no Significant difference between colours with the Occupation of the consumers.

H1: There is a significant difference between colours with the Occupation of the consumers.

Colours and Age

H0: There is no significant difference between colours and Age group of the consumers.

H1: There is a significant difference between colours and Age group of the consumers.

OBJECTIVE 2

To understand the attitude of consumers towards auditory cues in the Restaurants.

Music and Experience in the Restaurant

H0: Music doesn’t create positive Experience for consumers in the Restaurant.

H1: Music creates positive experience for consumers in the restaurant.

Music and Age Group of Consumers

H0: There is no significant difference between music of the restaurant and age group of the consumers.

H1: There is significant difference between music of the restaurant and age group of the consumers.

Music and Occupation

H0: There is no significant difference between music played in the restaurant and Occupation.

H1: There is significant difference between music played in the restaurant and Occupation.

Objective 3 To Understand an Importance of Ambience for consumers

in the Restaurant.

Importance of Ambience (Colours and Music)

H0: Restaurant Ambience is not considered as an important factor by consumers.

H1: Restaurant Ambience is considered as an important Factor by Consumers.

Objective 4 To Identify the Effect of the culture on Consumer

attitude towards the Restaurant.

Culture and Religion

H0: Consumer’s attitude towards Restaurant is not based on his/her Culture and Religion

H1: Consumer’s attitude towards Restaurant is based on his/her Culture and Religion

Objective 5: To identify the Relationship between Gender of the

consumers and type of Restaurants they like.

GENDER OF THE CONSUMER AND TYPE OF RESTAURANT THEY LIKE

H0: There is no significant difference between Choices of different Restaurants when we classify the consumers by Gender.

H1: There is a significant difference between Choices of different Restaurants when we classify the consumers by Gender

SAMPLING

POPULATION The Population of the study consists of all consumers had visited the

restaurant. SAMPLING METHOD

Convenience Sampling

CONTINUED…

SAMPLE SIZE Sample Size = [Z2* (p)* (1-p)] / M2 = [1.962 (0.5) (0.5)] / (0.06605)2 = 196 sample size(approx)Where: Z= Z value (1.96 for 95% confidence level) p = Probability of Success (0.5) M= Margin of error (0.06605)

CONTINUED…

DATA ANALYSISIt was done using various computer based Statistical tools such as Microsoft

Excel, SPSS. TESTS APPLIED TO HYPOTHESIS1) Chi-square test2) ANOVA3) Bivariate Correlations4) T-test

DATA ANALYSIS AND INTERPRETATION

INTERPRETATION OF ALL THE QUESTIONS

OBJECTIVE 1To understand the attitude of consumers towards Visual

cues in the restaurant.

HYPOTHESIS H0: Colours in the Restaurant doesn’t affect the consumer attitude

towards the Restaurant. H1: Colours in the Restaurant affects the consumer attitude towards the

Restaurant.

(1) OCCASION AND TYPE OF RESTAURANT

Colours Party Time

Marriage Time

Business Meeting

Theme based

Restaurants

Fast food Restaura

nts

Family style general

restaurant Café RED 1 .720 -.170* -.184* -.129 -.048 -.049

BLUE .0.720 1 .80 -.095 -.056 -.139 -.079

YELLOW -.170* .070 1 -.056 .780 -.101 -.070

BLACK -.184* -.095 -.056 1 .580 -.052 -.162*

PURPLE -.129 -.056 .780 .580 1 .092 .800

GREEN -.048 -.139 -.101 -.052 .092 1 .062

OTHERS -.049 -.079 -.070 -.162* .800 .062 1

INTERPRETATION

Red colour is preferred over other colours When there is an Occasion like wedding. Here we found p value 0.72 for Marriage time.

For e.g. Red Rose Restaurant at Sola Ahmedabad has used Red colour fir some one’s Wedding and decorated the Restaurant in above manner.

CONTINUED… Blue colour is Preferred in

Business Meetings in the Restaurants. Here we found p value 0.72 for Business Meeting.

For e.g. Chennai Express at Pragatinagar ,Ahmedabad Restaurant uses blue colours to attract the businessmen for arranging business meetings there.

CONTINUED…

Yellow colour is preferred by fast food restaurants, and we found p value of 0.780 for that.

For e.g. McD uses yellow colours to attract youth.

CONTINUED…

Black colours is also preferred in the fast-food restaurants we found p value 0.580 for this correlations.

For e.g. Café Crust at Univesity area uses black colour more in the Restaurant

CONTINUED…

Purple colour is preferred in the Café . We found p value 0.80 for the café type restaurant.

For e.g. CCD uses purple colour more in the restaurant

CONTINUED…

Green colour is used by Family style general Restaurants.

For e.g. Mint-route at Panjrapole in Ahmedabad.

(2) TIME

Colours Morning Evening Afternnon Night Weekend

Working days

Red Pearson Correlation

1 .680 -.107 -.217** .750 .770

Blue Pearson Correlation

.680 1 .216** .720 -.131 -.094

Yellow Pearson Correlation

-.107 .216** 1 .109 -.315** -.185**

Black Pearson Correlation

-.217** .720 .109 1 .650 -.166*

Purple Pearson Correlation

.750 -.131 -.315** .650 1 .118

Green Pearson Correlation

.770 -.094 -.185** -.166* .118 1

INTERPRETATION Among the Participants 68% like Red colour in the evening and 75 %

like red colour. 72 % participants like Blue colour in the night. We have found perfect relation between yellow and afternoon. 72 % like black colour in the Evening. 65 % like black colour in the night. And 75 % like it in the morning

time. 77 % like green colour in the morning.

INFERENCES

OBJECTIVE HYPOTHESIS RESULT INFERENCES

To understand the attitude of consumers towards Visual cues in the restaurant.

H0: Colours in the Restaurant doesn’t affect the consumer attitude towards the Restaurant.H1: Colours in the Restaurant affects the consumer attitude towards the Restaurant

H0 Rejected Restaurant Owners are advised to use Appropriate colours according to Occasions and various events.

According to type of the Restaurants Owners are advised to use Bright colours and Proper combinations of Lighting mix and other Interior arrangements.

For e.g. Red and purple colours are supposed to used at important occasions like wedding and engagement in the Restaurant.

Blue colour is widely used at the time of business meeting.

Yellow colours should be used in the Fast-food Restaurants.

INTERIOR SET UP H0: Lighting mix is not more preferable than theme by consumers in

the Restaurants. H1: Lighting mix is more preferable than theme by consumers in the

Restaurants.

WEIGHTED AVERAGE METHOD FOR RANKING FOR THE INTERIOR SET UP

INFERENCES


To understand the attitude of consumers towards Visual cues in the restaurant.

H0: Lighting display is not more preferable than theme by consumers in the Restaurants.H1: Lighting display is not more preferable than theme by consumers in the Restaurants

H0 Rejected Based on the Restaurant type Restaurant Owners should arrange the interiors.Dinning Arrangements, Lighting Mix, Theme and all other Interior set-up should be changed according to the type of the Restaurant.For e.g. In the Theme based Restaurant, Theme is given more importance compared to other Interior set up arrangements where as Family style Restaurants require Traditional interior set up arrangements.

Colours and Occupation H0: There is no Significant difference between colours with the

Occupation of the consumers. H1: There is a significant difference between colours with the

Occupation of the consumers.

CONTINUED…

Value df

Asymp. Sig. (2-sided)

Pearson Chi-Square

44.853a 15 .045

Likelihood Ratio

35.796 15 .002

Linear-by-Linear Association

.225 1 .635

N of Valid Cases

196

Chi-square Cross tab Interpretation: Here we get

the Significance Value 0.045 which is less than 0.05. So we can reject the null Hypothesis. Thus there is a significant difference between colours and the occupation of the consumers.

INFERENCESOBJECTIVE HYPOTHESIS RESULT INFERENCES

To understand the attitude of consumers towards Visual cues in the restaurant

H0: There is no Significant difference between colours with the Occupation of the consumers.H1: There is a significant difference between colours with the Occupation of the consumers.

H0 Rejected According to the Consumers Colour combination of the Restaurant should be taken care by Restaurant owners.For e.g. Business Owners and Professional like Light colours and students like Dark colours.

Colours and Age H0: There is no significant difference between colours and Age group

of the consumers. H1: There is a significant difference between colours and Age group of

the consumers.

CONTINUED…

Value df


Pearson Chi-Square

22.244a 19 .272

Likelihood Ratio

27.803 19 .087


6.542 1 .011

N of Valid Cases

196

Chi-square cross-tab Interpretation: The

significance value obtained for the reason is 0.272 and which is smaller than 0.05, so we can’t Reject the null hypothesis Thus it can be concluded There is no significant difference between colours and Age group of the consumers.

INFERENCES


To understand the attitude of consumers towards Visual cues in the restaurant

H0: There is no significant difference between colours and Age group of the consumers.H1: There is a significant difference between colours and Age group of the consumers.

H0 not Rejected According to the Type of the Restaurant one can use the combination of various colours provided that all the age groups have similar preferences.

OBJECTIVE 2 To understand the attitude of consumers towards

auditory cues in the Restaurants.

Auditory Cues H0: Music in the restaurant doesn’t affect the consumer attitude

towards restaurants. H1: Music in the restaurant affects the consumer attitude towards

restaurants

BIVARIATE CORRELATIONS

Birthday

Business meeting Party

Theme based

restaurant Fast food restaurant

Family style

restaurant Café Classical Pearson

Correlation 1 .124 -.320 -.042 .10 .770 -.153*

Electronic Pearson Correlation

.124 1 .560 .620 -.198** -.041 .040

Jazz Pearson Correlation

-.320 .560 1 .080 .117 .850 -.070

Latin Pearson Correlation

-.042 .620 .080 1 -.193** -.117 -.059

Pop Pearson Correlation

.10 -.198** .117 -.193** 1 .004 -.066

Rock Pearson Correlation

.770 -.041 .850 -.117 .004 1 .007

Others Pearson Correlation

-.153* .040 -.070 -.059 -.066 .007 1

Interpretation Classical music is more preferred in business meetings and Family

style general Restaurant. Electronic music is more preferred in Birthdays and Party. Jazz Music is equally liked by Consumers at all the occasions

mentioned in the table. There are very few persons who like Latin music in the restaurant. Pop music is preferred in Birthdays and Parties. Rock music is preferred in Party.

INFERENCES


To understand the attitude of consumers towards auditory cues.

H0: Music in the restaurant doesn’t affect the consumer attitude towards restaurants.H1: Music in the restaurant affects the consumer attitude towards restaurants.

H0 Rejected According to the Restaurant type and Prospects, Owners should use the music in the restaurants.Various occasions require different kind of music. For e.g. Parties require Rock music. Business meetings require Classical music.Based on our Survey We found that There is significant difference

Music and Experience in the Restaurant H0: Music doesn’t create positive Experience for consumers in the

Restaurant.

H1: Music creates positive experience for consumers in the restaurant

Sum of Squares df

Mean Square F Sig.

Between Groups

15.852 3 5.284 7.542 .007

Within Groups

133.820 191 .701

Total 149.672 194

ANOVA ANOVA table is generated from

the Cross- Tab of the Que-25 and Que 22(a).

Interpretation: From this ANOVA Table we get the Significance value 0.007.Which is less than 0.05. So We can Reject H0.

Sum of Squares df

Mean Square F Sig.

Between Groups

12.092 3 4.031 5.588 .001

Within Groups

138.495 192 .721

Total 150.587 195

ANOVA ANOVA table is generated from

the Cross- Tab of the Que-25 and Que 22(b).

Interpretation: Here we get the significance value 0.001 which is less than 0.05. So We can’t accept H0.

Conclusion: Music creates positive experience for consumers

in the restaurant.

INFERENCES



H0: Music doesn’t create positive experience for consumers in the Restaurant.H1:Music doesn’t creates positive experience for consumers in the restaurant.

H0 Rejected Owners of the Restaurants should understand the importance of music played in the Restaurant and should provide Overall pleasant Experience to consumers to get loyalty from the Consumers.

Music and Age Group of Consumers H0: There is no significant difference between music of the restaurant

and age group of the consumers. H1: There is significant difference between music of the restaurant and

age group of the consumers.

Chi-square Cross Tab

Value df


Pearson Chi-Square

7.859a 4 .039

Likelihood Ratio

7.951 4 .093


.459 1 .498

N of Valid Cases

196

Here We have done hypothesis Testing by Chi-square Tabulation of Age and Que 28.

Interpretation: Here Significance Value which is 0.039 is less than 0.05. So we reject H0.

Conclusion: there is Significant difference between music of the restaurant and age group of the consumers.

Chi-Square Cross Tab

Value df


Pearson Chi-Square

9.216a 4 0,046

Likelihood Ratio

10.568 4 .032


2.456 1 .117

N of Valid Cases

196

Here We have done hypothesis Testing by Chi-square Tabulation of Age and Que 29.

Interpretation: Here We get the Significance value 0.046 which is less than 0.05. So we reject the Null hypothesis H0.

Conclusion: There is a significant difference between music of the Restaurant and age group of the Consumers.

INFERENCES



H0: There is no significant difference between music of the restaurant and age.H1: There is significant difference between music of the restaurant and age.

H0 Rejected Different Age group People like different music.For e.g. Youth likes Rock and Pop music more whereas people who are in early Fourties like classical music.Restaurant owners should use different genere of music at various quarters of the day.Restaurant owners should use music according to their target segments. For e.g. Now a days Fast food restaurants are targeting youth. So they are using the Pop, Rock And Electronic music more.

Music and Occupation

H0: There is no significant difference between music played in the restaurant and Occupation of the consumers.

H1: There is significant difference between music played in the restaurant and Occupation of the consumers.


Value df


Pearson Chi-Square

8.917a 12 .710

Likelihood Ratio

9.347 12 .673


.061 1 .805

N of Valid Cases

196

Here We have applied Chi-Square test to the Cross Tab of the Occupation and Question No. 26. And We get the following Results.

Interpretation: Here we get the significance value 0.710 which is greater than 0.05. So we reject Null hypothesis H0.

Conclusion: There is no significant difference between Music played in the Restaurant with the occupation of the Consumers.

INFERENCES



H0: There is no significant difference between music of the restaurant and Occupation.H1: There is significant difference between music of the restaurant and Occupation.

H0 Accepted Occupation doesn’t make any difference in the choice of consumers for the music. So One can Play any type of music anytime with respect to its customers.

Objective 3: To Understand an Importance of Ambience for

consumers in the Restaurant.

Importance of Ambience (Colours and Music) H0: Restaurant Ambience is not considered as an important factor by

consumers. H1: Restaurant Ambience is considered as an important Factor by

Consumers.

ANOVA TEST

ANOVA 11) According to you scale the important elements of the ambiance(atmosphere) in the restaurants [colour]

Sum of Squares df Mean Square F Sig.

Between Groups

4.886 2 2.443 2.736 .045

Within Groups 171.452 192 .893

Total 176.338 194

ANOVA Test of Que 11(1) (Colours) and Que 15.

Interpretation: Here we get the significance value 0.045. This is less than 0.05. So we can’t accept H0.

Conclusion: Thus Colour is considered as an important factor by consumers in the restaurant.

ANOVA 11) According to you scale the important elements of the ambiance(atmosphere) in the restaurants [scent/fregrance]

Sum of Squares df Mean Square F Sig.

Between Groups 9.014 3 3.005 3.886 .010

Within Groups 147.673 191 .773

Total 156.687 194

ANOVA Test of Que 11(2) and Que 22 (1)

Interpretation: Here we get the significance value 0.010.Which is less than 0.05. SO We can’t accept H0.

Conclusion: Thus Music is considered as an important factor by consumers in the restaurant.

From the above two ANOVA result we can conclude that Ambience is an important factor for consumers in the Restaurant.

INFERENCES


To Understand an Importance of Ambience for consumers in the

Restaurant.

H0: Restaurant Ambience is not considered as an important factor by consumers.H1: Restaurant Ambience is not considered as an important Factor by Consumers.

H0 Rejected. Restaurant Owners should understand the Importance of ambience elements and They should combine all ambience elements in such a way it would be pleasant experience for consumers taking food in that Restaurant, Which ultimately helps the Restaurant to create good Brand image and Which ultimately provides the result of Brand loyalty,

Objective 4 To Identify the Effect of the culture on Consumer

attitude towards the Restaurant.

Culture and Religion H0: Consumer’s attitude towards Restaurant is not based on his/her

Culture and Religion H1: Consumer’s attitude towards Restaurant is based on his/her Culture

and Religion


Value df


Pearson Chi-Square

21.306a 6 .002

Likelihood Ratio

25.090 6 .000


.506 1 .477

N of Valid Cases

188

Here For this Hypothesis Testing We apply Chi-square test for the Cross Tab of Religion and Que 13 . And We get the Following Results of Chi- Square tests.

Interpretation: Here we get the Significance Value 0.002 which is less than 0.05 So We Reject H0.

Conclusion: Waiter dressing affects the Decision making of choosing the Particular restaurant based on his/her Religion.

Chi-square Cross Tab Here For this Hypothesis

Testing We apply Chi-square test for the Cross Tab of Religion and Que 14. And We get the Following Results of Chi- Square tests.

Interpretation: Here we get the Significance value 0.045 Which is less than 0.05.So We reject Null Hypothesis H0.

Conclusion: Here Consumer Prefer music according to his/her culture customs or Mother tongue or religion in the Restaurant.

Value df


Pearson Chi-Square

12.878a 6 .045

Likelihood Ratio

12.358 6 .054


5.299 1 .021

N of Valid Cases

187

INFERENCES


To Understand an effect of culture on Consumer’s attitude towards the Restaurant.

H0: Consumer’s attitude towards Restaurant is not based on his/her Culture and ReligionH1: Consumer’s attitude towards Restaurant is based on his/her Culture and Religion

H0 Rejected. Owners of the Restaurants should adopt the local culture to attract more customers.For e.g. McD is going in to this direction and trying to adopt local culture of each and every country where its business there and trying to create Ambience as well making various Items which suites the Culture of that Country.

Objective 5To identify the Relationship between Gender of the

consumers and type of Restaurants they like.

GENDER OF THE CONSUMERS AND TYPE OF RESTAURANTS THEY LIKE

H0: There is no significant difference between Choices of different Restaurants when we classify the consumers by Gender.

H1: There is a significant difference between Choices of different Restaurants when we classify the consumers by Gender.

t-TEST

Group Statastics

GENDER N Mean

Std. Deviation

Std. Error Mean

Male 134 3.15 1.295 .112 9) Which type of the restaurants do you like? [Theme based restaurant(e.g. junglebook,vishala)]

Female 62 3.34 1.378 .175

Male 134 2.93 1.212 .105 9) Which type of the restaurants do you like? [Roof-top restaurant(e.g. saffron)]

Female 62 3.06 1.279 .162

Male 134 3.45 1.211 .105 9) Which type of the restaurants do you like? [Fast-food restaurant(e.g. MCD, subway)]

Female 62 3.34 1.342 .170

Male 134 3.31 1.305 .113 9) Which type of the restaurants do you like? [Cafe(e.g. CCD, Barista)]

Female 62 3.16 1.321 .168

Male 134 3.16 1.498 .129 9) Which type of the restaurants do you like? [Garden restuarant]

Female 62 3.18 1.385 .176

Male 132 3.14 1.312 .114 9) Which type of the restaurants do you like? [Dinning halls thali(gujarati restaurant)(e.g. pakwan)]

Female 62 2.84 1.270 .161

t-TEST

Levene's Test for

Equality of Variances t-test for Equality of Means

95% Confidence

Interval of the Difference

F Sig. t df

Sig. (2-

tailed) Mean

Difference Std. Error Difference Lower Upper

Equal variances assumed

1.589 .209 -.933 194 .352 -.189 .203 -.590 .211 9) Which type of the restaurants do you like? [Theme based restaurant(e.g. junglebook,vishala)]

Equal variances not assumed

-.912 112.398 .364 -.189 .208 -.601 .222


.039 .845 -.735 194 .463 -.139 .189 -.513 .234 9) Which type of the restaurants do you like? [Roof-top restaurant(e.g. saffron)] Equal

variances not assumed

-.720 113.245 .473 -.139 .193 -.522 .244


1.904 .169 .566 194 .572 .109 .193 -.271 .489 9) Which type of the restaurants do you like? [Fast-food restaurant(e.g. MCD, subway)] Equal


.545 108.565 .587 .109 .200 -.287 .505


.002 .963 .719 194 .473 .145 .201 -.252 .541 9) Which type of the restaurants do you like? [Cafe(e.g. CCD, Barista)] Equal


.716 117.554 .475 .145 .202 -.256 .545


.727 .395 -.059 194 .953 -.013 .225 -.457 .430 9) Which type of the restaurants do you like? [Garden restuarant] Equal


-.061 127.710 .952 -.013 .218 -.445 .419


.056 .813 1.488 192 .138 .298 .200 -.097 .692 9) Which type of the restaurants do you like? [Dinning halls thali(gujarati restaurant)(e.g. pakwan)]

Equal variances not assumed

1.506 123.095 .135 .298 .198 -.094 .689

Independent Sample test Interpretation: Here From the

Independent Sample t test Table it has been seen that significance value for all the type of the restaurants is above 0.05. So We can’t reject H0.

Conclusion: Thus There is no significant difference between choices of different type of the Restaurants when we classify the Respondents by Gender.

INFERENCES


To identify the Relationship between Gender of the consumers and type of Restaurants they like.

H0: There is no significant difference between Choices of different Restaurants when we classify the consumers by Gender.H1: There is a significant difference between Choices of different Restaurants when we classify the consumers by Gender

H0 not Rejected Restaurant owners shouldn’t target the segment by its genderGenerally Male and Female both type of consumers Prefer Theme based Restaurant, Café, Fast-food Restaurants etc…So at the time of making various Strategies Owners should consider both female and Male consumers.

SUGGESTIONS AND IMPLICATIONS

Recommendations for Branding and Promotions

BIBLIOGRAPHY [1] http://en.wikipedia.org/wiki/Sensory_branding [1] http://morethanbranding.com/2012/04/13/sensory-marketing-and-branding-the-power-of-the-senses/ [1] http://www.theloungegroup.com/multi-sensory-marketing-to-drive-brand-engagement-2/ [1] http://ezinearticles.com/?Visual-Cues-Add-to-the-Dining-Experience&id=2959360 [1] http://www.customchannels.net/importance-of-music-in-restaurants-2/ [1] http://restaurant-business-tips.blogspot.in/2012/04/importance-of-restaurant-music.html [1] http://www.slideshare.net/KKIIMMII/restaurant-atomsphere [1] Carla Barzanò , & Michele Fossi (2006, May 25). In What sense-a short guide to sensory education. Retrieved from

http://www.slowfood.com/education/filemanager/resources/Sense_eng.pdf [1] Cih-Hui Shieh,, I-Ling Ling, & Po-Cheng Chen, (2006 June 12). THE EFFECT OF SENSORYCUESAND COGNITIVE LOAD ON WILLINGNESS TO PAY. Retrieved

http://iceb.nccu.edu.tw/proceedings/APDSI/2013/proc/P130118002.pdf [1] Costa Magoulas University of Nevada, Las Vegas, [email protected] (2006January 7). How color affects food choices. Retrieved from http://

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=November_2013_1383311529_3f4c2_95.pdf [1] Filser, S. (2006, July 12). Sensory-based target groups for the Italian organic food market. Retrieved from http://www.ecropolis.eu/images/downloads/IAAE_PAPER_FINAL.pdf [1] . Silberer, P. Hehn (2007, June 12). Event Food as a Tool of Sensory Marketing Communication. Retrieved from https://www.google.co.in/url?

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[1] Graham Page, & Jane e Raymond (2007, February 3). COGNitivE NEuROSCiENCE, MARkEtiNG ANd RESEARCh. Retrieved from http://www.millwardbrown.com/Files/Blog/images/PageRaymondESOMARpaper.pdf

[1] Jihyun Song, Iowa State University, USA (2007, August 12). Retail Design and Sensory Experience: Design Inquiry of Complex Reality. Retrieved from http://www.drs2010.umontreal.ca/data/PDF/111.pdf

[1] Jihyun Song, Iowa State University, USA (2007, August 13). http://www.slowfood.com/education/filemanager/resources/Sense_eng.pdf. Retrieved from http://www.drs2010.umontreal.ca/data/PDF/111.pdf

[1]Mackman, A. (2007, September 18). Sensory Branding- A new Experience for Restaurant Customers. Retrieved from http://www.diva-portal.org/smash/get/diva2:629118/FULLTEXT01.pdf

[1] MRS SHALLU SINGH*; MRS ANJALI SHARMA**; MRS NEETU JAIN** (2007, January 12). CUSTOMER ENGAGEMENT THROUGH SENSORY BRANDING. Retrieved from http://zenithresearch.org.in/images/stories/pdf/2013/SEP/EIJMMS/17_EIJMMS_VOL3_ISSUE9_SEPTEMBER2013.pdf

[1] MRS SHALLU SINGH, MRS ANJALI SHARMA, & MRS NEETU JAIN (2008, September 17). CUSTOMER ENGAGEMENT THROUGH SENSORY BRANDING. Retrieved from http://zenithresearch.org.in/images/stories/pdf/2013/SEP/EIJMMS/17_EIJMMS_VOL3_ISSUE9_SEPTEMBER2013.pdf

[1]Natalia Buitrago Hinestroza Bangkok University , & Paul TJ James Bangkok University (2008, February 22). The effects of sensory marketing on the implementation of fast-food marketing campaigns. Retrieved from http://www.aabri.com/manuscripts/131681.pdf

[1] Rackson, A. (2008, April 18). Sensory-based target groups for the Italian organic food market. Retrieved from http://www.ecropolis.eu/images/downloads/IAAE_PAPER_FINAL.pdf [1] Richardsan, A. (2010, April 12). Sensory Marketing- Seperating Facts from Fictions. Retrieved from stosowana.files.wordpress.com/2010/12/the_concept_of_sensory_marketing [1] Robert, A. (2012, June 12). Sensory Branding for Retaurant consumers. Retrieved from http://www.ajbasweb.com/ajbas/2012/August/337-343.pdf [1] Sung-Joon Yoona, ?, Ji Eun Park b,1 (2013, August 16). Do sensory ad appeals in?uence brand attitude? Retrieved from

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article=2151&context=etd

http://en.wikipedia.org/wiki/Sensory_branding

http://en.wikipedia.org/wiki/Sensory_branding

http://morethanbranding.com/2012/04/13/sensory-marketing-and-branding-the-power-of-the-senses/

http://www.theloungegroup.com/multi-sensory-marketing-to-drive-brand-engagement-2/

http://ezinearticles.com/?Visual-Cues-Add-to-the-Dining-Experience&id=2959360

http://ezinearticles.com/?Visual-Cues-Add-to-the-Dining-Experience&id=2959360

http://www.customchannels.net/importance-of-music-in-restaurants-2/

http://restaurant-business-tips.blogspot.in/2012/04/importance-of-restaurant-music.html

http://www.slideshare.net/KKIIMMII/restaurant-atomsphere

http://www.slowfood.com/education/filemanager/resources/Sense_eng.pdf

http://iceb.nccu.edu.tw/proceedings/APDSI/2013/proc/P130118002.pdf

http://digitalscholarship.unlv.edu/cgi/viewcontent.cgi?article=1553&context=thesesdissertations




http://www.smellit.cl/assets/pdf/StoresInUmea.pdf

http://www.smellit.cl/assets/pdf/StoresInUmea.pdf

http://theglobaljournals.com/ijsr/file.php?val=November_2013_1383311529_3f4c2_95.pdf



http://www.ecropolis.eu/images/downloads/IAAE_PAPER_FINAL.pdf

http://www.ecropolis.eu/images/downloads/IAAE_PAPER_FINAL.pdf

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