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  • Market Research

    Încărcat de

    Abhishek Pradhan
    71 vizualizări1 pagină
    A market researcher is consulted by the owner of ABC restaurant, whose sales have been decreasing over the last three years. The researcher conducts interviews with customers and experts, and secondary data analysis, to understand the challenges facing ABC restaurant and its competitors. The researcher's initial diagnosis suggests the problem may be the physical environment of ABC restaurant. To further define the problem, the researcher plans to compare ABC restaurant to its competitors across five dimensions of physical environment: facility aesthetics, layout, table settings, lighting ambience, and service staff. This will help determine where ABC restaurant differs from its competitors.

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    A market researcher is consulted by the owner of ABC restaurant, whose sales have been decreasing over the last three years. The researcher conducts interviews with customers and experts, and secondary data analysis, to understand the challenges facing ABC restaurant and its competitors. The researcher's initial diagnosis suggests the problem may be the physical environment of ABC restaurant. To further define the problem, the researcher plans to compare ABC restaurant to its competitors across five dimensions of physical environment: facility aesthetics, layout, table settings, lighting ambience, and service staff. This will help determine where ABC restaurant differs from its competitors.

    Drepturi de autor:

    © All Rights Reserved
    Descărcați ca DOCX, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    71 vizualizări1 pagină

    Market Research

    Încărcat de

    Abhishek Pradhan
    A market researcher is consulted by the owner of ABC restaurant, whose sales have been decreasing over the last three years. The researcher conducts interviews with customers and experts, and secondary data analysis, to understand the challenges facing ABC restaurant and its competitors. The researcher's initial diagnosis suggests the problem may be the physical environment of ABC restaurant. To further define the problem, the researcher plans to compare ABC restaurant to its competitors across five dimensions of physical environment: facility aesthetics, layout, table settings, lighting ambience, and service staff. This will help determine where ABC restaurant differs from its competitors.

    Drepturi de autor:

    © All Rights Reserved
    Descărcați ca DOCX, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 1

    MARKETING DOCTOR

    Symptoms
    Owner of an upscale ABC restaurant comes to
    market researcher. His restaurant sales are decreasing
    from last three years.
    MDP: What should be done to improve the restaurant
    sales?
    Market Researcher Initial Diagnosis
    Asks DM about the recent history and challenges of
    company, about the competitors and their recent
    initiatives, about the decision making body of the
    company, about the available time and money for this
    research.
    Collects info about economic, legal environment and
    customer behavior in restaurant industry
    Asks local experts of restaurant industry about the
    reason why ABC restaurant sales are going down
    Conducts secondary data analysis to confirm the
    pattern of restaurant industry sales and ABC
    restaurant sales in last three years.
    Conducts interviews with ABC restaurant customers
    to identify the problem
    Researcher identifies that it could be poor physical
    environment of restaurant, but he is not sure
    Problem definition
    Determine and compare ABC restaurant with
    competitors on service quality and its dimensions?
    Components:
    1. Who are the competitors?
    2. What are the dimensions of service quality?
    3. Determine and compare ABC restaurant on
    these dimensions w.r.t competitors?
    4. Determine the overall service quality of
    ABC restaurant w.r.t competitors?
    Developing an approach to problem
    1. Theory: Dimensions of Physical
    environment of restaurant Layout, Table
    settings, Facility Aesthetics, Lighting
    Ambience, Service Staff.

    Q1: Determine and compare ABC restaurant
    with competitors on Facility aesthetics of
    restaurants.
    NHA: There is no difference Facility of
    aesthetics between ABC restaurant and its
    competitors.
    AHA: There is a difference on Facility of
    aesthetics between ABC restaurant and its
    competitors.
    Q2: Determine and compare ABC restaurant
    with competitors on Layout of restaurants.
    NHA: There is no difference in layout
    between ABC restaurant and its competitors.
    AHA: There is a difference in layout of
    between ABC restaurant and its competitors
    Q3: Determine and compare ABC restaurant
    with competitors on Table settings of
    restaurants.
    NHA: There is no difference in table
    settings between ABC restaurant and its
    competitors.
    AHA: There is a difference in table settings
    between ABC restaurant and its competitors
    Q4: Determine and compare ABC restaurant
    with competitors on Lighting Ambience of
    restaurants.
    NHA: There is no difference Light ambience
    between ABC restaurant and its competitors.
    AHA: There is a difference lighting
    ambience between ABC restaurant and its
    competitors
    Q5: Determine and compare ABC restaurant
    with competitors on Service Staff of
    restaurants.
    NHA: There is no difference on service staff
    between ABC restaurant and its competitors.
    AHA: There is a difference on service staff
    between ABC restaurant and its competitors

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