LETTER OF SUBMISSION:

To, Md. Mahmudul Hasan Fouji Lecturer, Department of Marketing Jagannath University, Dhaka.

Subject: Tourism industry

Sir, with due respect and great pleasure we would like to submit our assignment on Tourism industry . During this analysis we have enriched and gained experience regarding practical aspects of providing restaurant service. We will, however, remain grateful if you would kindly accept our assignment and pardon us for any shortcoming, which may occur in spite of our utmost endeavor in this regard.

Yours Faithfully, Group-The Black Box Program- BBA,(Marketing) 7th Semester-Batch- 3rd. Jagannath University, Dhaka.

Acknowledgement:
First of all, we would like to recall Almighty ALLAH, whose kindnesses helped us to end up with an extensive effort. Our indebtedness and gratitude to the many individuals who have helped shape this assignment cannot adequately be conveyed in a few sentences. However, we must record our immense indebtedness to our Course Instructor Md. Mahmudul Hasan Fouji, for providing his valuable time to give us the direction to compile this assignment. His help in this regard encouraged us a lot to accomplish this assignment. It would be unwise on part of us if we dont acknowledge the contribution of the employee of some restaurants. Without their help our assignment would not be fruitful

Objective of the survey

We are Gallant from 3rd batch of Marketing Department of Jagannath University. Here we have made a survey on The top factors that determined customers inclined to receive the restaurant service. We make this survey on 100 people on whom most of the respondents are male and are professionals. Our main objective for conducting this assignment is to identify customers views on restaurant service in Bangladesh and the improvement of their current activities. Our others academic objective of this survey are Identifying how many people are habituated to go to the restaurants. Knowing the interest of people on the restaurant made food in Bangladesh Identify the customers different attitude as well as their demands from the restaurants in Bangladesh. Identifies the way by which customers are inclined to receive the service of the restaurant.

Methodology of the Survey:

The survey was conducted mainly based on primary information although some secondary information relating to the restaurant has been also collected. The other sources of data include books, webs, articles etc.

Limitations of the Survey:

Since this research is not only for academic purpose but also for real experience, there were some limitations in this survey. These are mentioned below: 1. It was not possible to collect information from all the restaurants. 2. As it is a service so it is not very easy to address to the customer, like the product. 2. The study is basically based on primary data. 3. Time was enough but it was not possible to give full concentration in this regard due to continuous pressure from other courses.

Introduction
As the pattern of business in modern age is changing, new dimension is increasing so the Restaurant business is also broadening day by day. In this survey it has found that most of the respondents are professional and male and they are getting more and more dependent on restaurant made food also. Because they havent much time as well as various restaurants offer various items of food and even now-a-days such type of parties can be arranged in the big restaurants. Thats why they go to restaurants very often for having food and for arranging that type of parties. As restaurant is considered as the business of service so the customers are also sensitive about this. The quality of the food must be ensured and side by side other factors must be considered in serving the food to the customer. Price which is a major factor to the customer so it should set in competitive way, because in our country most of the customers are price sensitive. In Bangladesh the growing number of restaurant is significant. People are getting more involved in having the restaurant food and they also enjoy passing their leisure time in those places. As we know the restaurant is a part of service business so the marketing of the restaurant business is so much important. Because the profit of the company comes from the sales and marketing. Thats why marketer should concern about the marketing of their services. Service is an intangible subject so, if the quality of the service fails once then it cant be recoverable because its not a product. And customers will remind the failure of the service. It is a big problem. So in providing the service, marketer must be very much careful.

The food price should be adjustable to the food menu in the restaurant otherwise customers will be frustrated. Because, in our country not all the people have the high income. The number of foreign restaurant is increasing day by day, thats why the price of the food is also increasing. But it cant be provided by all the people. So marketer should consider this type of matters in setting up the prices. As food can fulfill one of the most important physiological needs of human being. Its importance is indispensible. Thats why in this survey we try to identify the preference criteria of consumers in choosing the restaurant

Literature Review
This chapter reviews the relevant literature about consumers and services and previous studies in consumers restaurant selection behavior. The question of what factors determined customers inclined to receive restaurant service is an important issue that has to be studied with respect to the consumers purchasing decision. Customers may apply diverse criteria in evaluating the importance of attribute affecting their restaurant choice. There is a wide range of literature concerning the selection of restaurants. Indeed, in consumer behavior literature, personal characteristics are one of the major factors determining consumer decision-making and subsequent behaviors. For example, Knutson and Patton (1993) found that older customers are more concerned about their health and the quality of food was identified as important. In a more recent study, Soriano (2002) found that food quality did not stand out as the most important reason for young customers; however, customers over 60 years of age indicated food quality is the most important attribute determining their satisfaction. Differences across gender are also studied. The primary characteristics that compared to female consumers, male consumers sought when choosing a product or brand are usually more utilitarian. Customers with higher income have selected ambience and comfort level as their determinant selection variables (Kivela, 1997).

Lewis (1981) considered five factors: food quality, menu variety, price, atmosphere, and convenience factors. Jang and Namkung (2009) suggested three factors: service quality, product quality, and atmospheres as main restaurant attributes affecting perceived quality of

restaurant experiences. The total dining experience in a restaurant is comprised of not only food itself, but also the atmosphere (physical aspects) and the service provided. Auty (1992) identified the choice factors in the restaurant decision process based on four occasions: a celebration, social occasion, convenience/quick meal, and business meal. Food type, food quality and value for money were found as the most important choice variables for consumers when choosing a restaurant. The order of these choice criteria varied according to dining occasions. The author further suggested that if the consumers perceived that restaurants provide comparable food type, food quality and price, they would take image and atmosphere of the restaurants into account when making a final decision.

Kivela (1997) examined the main choice variables of restaurant selection in four different types of restaurants, including fine dining/gourmet, theme/atmosphere, family/popular, and convenience/fast-food restaurants. The Kivelas (1997) results showed that the relative importance of the restaurant choice factors differed considerably by restaurant type, dining occasion, age, and occupation. The studies of consumer behavior in ethnic restaurants are relatively limited. One very significant factor in restaurant selection process may be of ethnic. However, previous ethnic restaurant studies have focused on consumers perceptions and attitudes (e.g., Raymond Bailey & Tian, 2002; Josiam & Monteiro, 2004; Verbeke & Lpez, 2005) or on a particular cuisine (e.g., Josiam & Monteiro, 2004; Qu, 1997; Sukalakamala & Boyce, 2007). Among these studies, the unique characteristics of ethnic food are commonly discussed. However, ethnic restaurateurs cannot compete simply on the uniqueness of the food. The results of past studies have emphasized that, in order to succeed, restaurant operators need to pay attention to the attributes that have the highest regard in relation to consumers selection behavior. Although a variety of restaurant choice criteria were identified, previous studies have not considered how the selection criteria differ according to the restaurant types and how frequent users for fast-food and full-service restaurants differ in terms of their sociodemographic characteristics and the criteria they think as important.

So, we can see that consumers give most importance on responsiveness, food quality, price, physical design & appearance, brand reputation, nearness and accessibility, food taste, clean and hygiene, fat and cholesterol, service staff behavior, menu variety, cultural & religious practice. And these factors also vary according to the type of restaurant and their services.

Data collection instruments:

For this survey the main data collection intstruments are questionnaire and it is developed as the part of the assignment. Some other books, journals and web sites also used. Questionnaires: The primary data collection instrument is the questionnaire, which can be provided to selected respondents for self-administration and experience about the restaurant. The questionnaire is made in the light of our literature review. In order to motivate respondents to take the time to respond , it have tried to make the questionnaires interesting, objective, unambiguous, easy to complete and generally not burdensome. Here it is used the closed-ended questions so that the respondent checks the appropriate answer from a list of options. Attitude scales: The instruments most frequently used to capture the evaluative data are called attitude scales. Here in this assignment Likert scales and rank order scales are used to find out respondents relative feelings, evaluations, experience and preference to choose restaurants. Sampling and Data collection: Since it is almost always impossible to obtain information from every member of the population, thats why it is used sample. A sample is a subset of population that is used to estimate the characteristics of the entire population. An integral component of a research design is the sampling plan. Especially the sampling plan requires three questions

1.Whom to survey (the sampling unit) - we select our respondents who have the experience about restaurant 2. How many to survey (sample size): We take 100 samples, where most of the respondents are male and others are female. 3. How to select them (the sampling procedure): There are two types of sample. In a probability sample respondents are selected in such a way that every member of the population studied has a known, non zero chance of being selected. In a non-probability sample specific elements from the population under study have been predetermined in a non random selection on the basis of the researchers judgments or decision to select a given number of respondents from a particular group.

Here respondents are selected on the basis of stratified random sampling way, because Variability within strata is minimized. Variability between strata is maximized. The variables upon which the population is stratified are strongly correlated with the desired dependent variables. Focuses on important sub-populations are ignored irrelevant ones. Improved the accuracy of estimation.

We can ensure that we obtain sufficient points to support a separate analysis of any subgroup.

Data Analysis
For conducting this survey made around 12 questions are made and a rank order procedure is also made. Among them 9 questions are made according to the Likert scale and other three are simple questions, and the rest of the question is ranking some factors. So when questions are interpreted then question no 1, 2, 3 are interpreted in a simple way because they are not included in the Likert scale.

Q-1: How often you go to restaurant? Scale: 03 Ans: In this survey according to scale it is seen that most of our respondents go to the restaurant monthly. And behind this monthly going one of the reason is cost, because it is very difficult to go to the restaurant regularly. Q-2: How you prefer to go to the restaurant? Scale: 03 Ans: In this survey it has found that the number of respondents wants to go to the restaurants with their friends. Because it feels relax and they also enjoy with them very much.It has also

seen that some of our respondents want to go to the restaurants with their family also. Because they like to go with them very much. Q-3: What type of restaurant do you prefer? Scale: 03 Ans: Now-a-days most of the people like the fast food very much. And in this assignment it has also seen that most of respondents like the fast food very much, besides this a good number of respondents like the Bengali food item also. Some of other respondents like the Chinese food, because this kind of food is very much known and widely consumed in our country at present. Q-4: The restaurant experience that I visited last time is satisfactory. Scale: 02 Ans: The customers experience about the restaurant is more or less satisfactory. Because they are somewhat agree(according to the scale) with this statement.

Q-5: Food quality of the restaurant I went can be improved further. Scale: 2.10 not so much more than 02. Ans: Here, for this statement the scale has got 2.10, which is not so more than 2 and it can be assumed as 2, that is somewhat agree. So according to the customer it can be concluded that the food quality of the restaurant is not so bad because most of them are somewhat agree in improving the food quality in near future. Q-6: I prefer the restaurants where offer a lots of food items to choose from. Scale: 2.15 which is not so more than 02. Ans: In real scenario it can be seen that most of the restaurants offer a lots of food items. In this survey it has also found that in case of choosing restaurants, where offer a lots of food items customers are agree with the scale 2.15, which is not so more than 2. So we can assume it as 2. And that is somewhat agree with this statement. Q-7: Restaurant hygiene is satisfactory. Scale: 1.98 is very adjacent to 02. Ans: At present people are more conscious about the hygiene of the restaurant. Because it determines the customers attitude about the restaurant. In this survey most of the respondents go

with the scale no: 1.98, which is very much adjacent to 2. That means they think that the restaurant hygiene is not properly satisfactory and thats why it should be improved. Q-8: I choose the restaurant where the service staff are friendly and have simple order delivery process. Scale: 1.64(between 1 & 2) Ans: In this survey it has seen that the scaling result is 1.64 which remains between 1 and 2. So for this particular requirement which is customers choose the restaurants where the service staff are friendly and have simple order delivery process it can be concluded that they are extremely agree or somewhat agree with us. Q-9: I think restaurant food price should be more competitive. Scale: 02 Ans: In our country we know that most of the people are price sensitive. When this survey is conducted it also found that most of the respondents answered in scale no 2, that is somewhat agree. So it can be terminated, that customers dont want so much competitive price in the market. Q-10: Sometimes I choose the restaurant which my friends/relatives/colleagues have suggested. Scale: 1.93 near to 02. Ans: Reference is a very important influencing factor for anything. Sometimes people also choose the restaurants which are suggested by their friends, relatives, family members or their colleagues. In this survey most of the respondents are agree with the scale no: 1.93, which is very adjacent to no: 2 and that is somewhat agree. So it can be said that reference really influence much in case of choosing anything. Q-11: I prefer to go to the restaurant which provides better quantity of foods. Scale: 03. Ans: Where it is matter of food, then quality comes at first not quantity. And when this survey is actually conducted it has identified that most of the respondents think that it doesnt matter whether the restaurant provides better quantity of foods or not. Because most of the respondents answered scale no: 3, that is neither agree nor disagree. So it can be concluded that quantity of food is not a major factor in case of choosing a restaurant. Q-12: I go to the restaurants which provide comfortable atmosphere and its internal decoration is well furnished. Because I find it.

Scale: 01. Ans: When this survey is conducted it has found that most of the people like those restaurants that have a good atmosphere and a well furnished internal environment. Because in this survey most respondents are agree with scale no: 1, that is extremely important. So it can be said that now-a-days most of the people want to go to a restaurant that has a quiet good environment. 1. 2. 3. 4. 5. 6. 7. 8. 9. Which factor you prefer most in choosing restaurant services? Rank them 1 to 5. Food quality Price Menu variety Furnishing Internal atmosphere Brand reputation Health concern Cultural practice Nearness and accessibility

Ans: Food is one of the most important basic need of human being. For living we have to take food either made in home or in restaurant. However people go to restaurant willingly or unwillingly. In our country most of the people are price sensitive and they want quality food within affordable price. In this survey it is requested to the respondents to rank the factors that stimulate them much on choosing a restaurant. Here presents the top 5 factors in a percentage way with the graphical presentation.

Quality
1st position 2nd position 3rd position 4th position 5th position

8% 16% 38%

13%

25%

Quality: Here it has found that 38 respondents ranked quality as no 1 factor for choosing a restaurant. 25 respondents choose it as second factor and another 13 respondents choose it as third factor in choosing a restaurant.

Price
1st Position 2nd Position 3rd Position 4th Position 5th Position

17%

25%

16% 23% 19%

Price: 25 of our respondents out of 100 ranked it as no 1 and 23 respondents ranked it as no 2 for choosing a restaurant. Another 19 ranked it as 3rd factor for choosing a restaurant.

Health concern
1st Position 2nd Position 3rd Position 4th Position 5th Position

16% 39% 18%

12%

15%

Health concern: It can found that 16 respondents ranked it as 1st option. 18 respondents ranked it as 2nd factor for choosing a restaurant. Besides this 15 respondents ranked it as 3rd factor for choosing a restaurant

Brand reputation
1st Position 2nd Position 3rd Position 4th Position 5th Position

7% 22% 15%

14% 42%

Brand reputation: 7 respondents choose brand reputation as no 1 factor and 15 and 14 respondents choose it as 2nd and 3rd factor respectively.

Internal atmosphere
1st Position 2nd Position 3rd Position 4th Position 5th Position

6% 10% 46% 17%

21%

Internal atmosphere: 4 respondents ranked it as no 1 factor for choosing a restaurant and 6 & 11 respondents choose it as 2nd and 3rd important factor respectively.

From the above analysis we can conclude that respondents mostly prefer quality, price, health concern, brand reputation & internal atmosphere respectively.

Features of Restaurant service:

Intangibility is a key determinant of an offering of a service.Beside this,it is also true that very few products are purely intangible or totally tangible. Instead,services tend to be more intangible than manufactured products.When restaurent industry is classified as a service it also has many tangible components such as the food , the packaging and so on. Restaurent services cannot be provided untill they have been sold, and the food experience is essentially produced and consumed and the same time. So on the basis of consumer evaluation process es for services,restaurent services fall in experience qualities.The restaurent meal are high in experience qualities because their attributes cannot be fully known or assessed until they have been purchased and are being consumed. we can see this concept through the continuum of evaluation for different types of products. In a restaurant, foods, drinks, furniture for sitting, decoration etc are the tangible offerings. On the other hand, behavior of employees, promtness of service, quality of foods, brand value of restaurant company etc. are not tangible.

` Most goods Easy to evaluate Je w elr y Ho use s

High

Most Services Difficult to evaluate

I deal expectation or desires.

Re sta ura nt Me als

L Va e cat Everyone says this restaurant is asggood as io one in this area and I al n want to go. S er vi ce s

N e Most customers optimistic. w Se rv ic es

Low

High in Search Quality.

High in experience quality.

High in Credence quality.

Fig: Continuem of evaluation for different types of products

Normative should Expectations. Expereience Baaased norms.

Acceptable Expectations. Minimam tolarable Expectation s.

As expensive as this restaurent is, it ought to have excellent food and service. I most things this restaurent is very good but when it gets busy the service is low. I expect this restaurentto serve me in an adequate manner.

Food pricing

Customers past experience.

Meet up most customers extra benefits.

I expect minimam Restaurent beside the service from this roads. restaurent but come because the price is low.

Customers Restaurant service Expectations:

Expectation are reference points against which service delivery is compared is only a beginning. The level of expectations can vary widely depending on the reference point the customer holds.

Fig: Possible level of customer expectations.

Imagine that a customer is planning to go to a restaurantHere we are trying try to show the possible levels of customer expectations about restaurant service by the help of above figure shows continum along which different possible types of service expectations can be arrayed from low to high.At each point we give a name to the type of expectation and illustrate what it might mean in terms of a restaurent the customer are considering.Here, the important point is,how important the expectation the customer need will his or her eventual assessment of the restaurents performance.

Suppose the customer went into the restaurant for which he or she held the minimum tolerable expectation paid very little money and was served immediately with good food. Next, suppose that the customer went to the restaurant for which he or she had the highest expectations paid a

lot of money and was served good(but not fantastic)food. Which restaurant experience would the customer judge to be best? The answer is likely to depend a great deed on the reference point that the customer brought to the experience.

Customers basic wants from the restaurant service :

Type of service Restaurant

Type of customer Consumers

Principle Expectations

Provide a clean and comfortable atmosphere. Warmly welcome me. Keep your promise. Take individual care. Hostess and acknowledge the demand. Maintain proper security and privacy. Simple and quick order and food delivery process.

Restaurant Service quality Dimension

Customers do not perceive quality in a unidimensional way but rather judge quality based on multiple factors relevant to the restaurant service. These dimensions represent how consumers organize information about restaurant service quality in their mind.
Dimensions Reliability Restaurants service

Want to get more share of stomach Must deliver the tasty &healthy food. Maintain proper hygiene system. Fulfill the customer food demand. Maintain health concern. Provide the Pleasant environment. Service staff must be friendly. Simple food order and delivery process.

Responsiveness

Assurance

Trust on brand name. Moderate satisfactory relationship between the price and the service quality. Provide different promotional activities. Treating customers as individuals. Deliver the different level of service on the basis of different segment of customer. Likechildren, elder people, couples, friend circle. Acknowledge the individual customer food menu. Preference customer mood.

Empathy

Tangibles

Well furnishing. Different decorative tools. Foods. Packaging. Menu books. Restaurant building.

Restaurant service marketing triangle:

Findings (The gaps model of a restaurant service quality):

The gaps model of a restaurant service quality serves as a framework for service organization attempting to improve quality, service and service marketing.

Customer expected Restaurant service Customer gap (Gap 1) Customer

Customer perceived Restaurant service

Performanc e gap (Gap 2)

Restaurant delivery

service

External communication to customers

Not properly educating the customer Overpromising through advertising & physical evidence

Company listening Gap 1

Customer driven service design & standards Service design & standards gap (Gap 3) Company perceptions of customer expectation

Communication gap (Gap 4)

Fig: Gaps Model of Restaurant Service Quality Quality

The Customer Gap:

The customer gap Is the difference between customer expectations and perception . We already dioscussed the possible level of customer expectation about restaurant service quality which are

standards or refference points.On the otherhand,customer perception are subjective assessment of actual service experiences.when a customer visit on expensive restaurant,he or she expect a high level of service on that is considerably superior to the level he or she would expect is a fast food restaurent. Expected restaurent services Customer Gap Percived Services

Fig: The Customer Gap

Restaurent Service Provider Gap: Provider gap 1 : the listening gap :the difference between customer expectations of service and company understanding of those expectations.

Customer Expectation

Gap-1

When restaurant industry do not conduct the realistic market research . Do not focus the actual customer demand . Donot focus the actual restaurant service quality. Sometimes insufficient communication between service staff and managers, Lack of market segmentation.

Company perception of customer expectation

Provider Gap 2: The restaurant service design and standards gap.

The difference between company understanding of customer expectations and development of customer driven restaurant service design and standards.

Customer driven service design and standard

Gap- 2

Poor restaurant service design Absence of process management to focus on customer requirements about food and service delivery. The restaurant physical structure may be poor. Modern furnish and service faicilities are absence.

Customer perception of customer of customer expectations.

Provider gap 3: The restaurant service performance gap. The difference between developments of customer driven service standards and actual service performance by company employees. Customer driven service design and standards Ineffective service staff requirement. Service employees do not perform their roles according to the expectations of the customer. Customers lack knowledge of their roles and responsibilities. Sometimes do not fulfill customer demand. Customer negatively word of mouth impact each other. Sometimes create conflict with franchisees. Difficulty controlling quality and consistency.

Gap-3

Service delivery

Provider gap 4: The communication gap The difference between service delivery and the providers external communications:

service delivery

Gap-4

Not adequately educating Overpromising in advertising Over promising through physical evidence ques. Prices that are not tied to customer perceptions of value. Sometimes not managing customer expectation through all forms of communication.

External communications to customers

Recommendation:

1. Take proper marketing research orientation: Restaurant should use formal and informal methods to capture customers expectations about their foods and services which can be developed through marketing research. 2. Should maintain upward and downward communication: Most of the time frontline employees often know a great deal about customers food experience. So the management body of the company should contact with frontline employees. 3. Building effective supplier network: The companys food supplier network should be carefully chosen and must ensure food quality and its consistency also should maintain. 4. Building a strong relationship marketing: Company should build a strong relationship marketing to retain their existing customers and acquire new customer. Here the modern technology affords company the ability to acquire and integrate vast quantities of data on customers that can be used to build relationships. They can build business to business relationship by the procedure to deliver foods to the air travel, vacation Tour Company. 5. Deliver adequate service recovery: To satisfy customers who encounter a service problem the company should encourage customers to complain, respond quickly and personally and develop a problemresolution system 6. Delivering the services in an innovative way: Try to deliver the services in an excellent way to ensure that service delivery actually matches their customers expectation. Sometimes restaurants surprise their customers with courtesy, commitment and understanding.

7. Attractive servicescape: Since, the servicecape plays a variety of roles, from serving as a visual metaphor of what the restaurant company stands for to actually facilitating the activities of the customers. So the physical facility of the restaurant must be attractive and making the entire experience pleasurable. 8. Systematic human resource function:

The design of the restaurants human resource functions such as recruitment, training, motivation should be completed in a systematic way that the service staffs clearly understand their roles in providing the restaurant service according to the customers demand. 9. Should sticky follow the business ethics: Company should maintain the business ethics because every true is everlasting. Company can follow the ethics by keeping their adequate promise, ensure customers privacy and security, deliver fresh and healthy foods, and ensure that food preparing system is hygiene. By doing these, company can established them as a well known brand in the customer mind. 10. Adopt with modern technology: The restaurant service process should be adopted with modern technology for updating customers service continuously. Company can expand their business in many niche markets beside their target market. They can establish their branch in many car parking, car filling stations, shopping malls, departmental stores, amusement park areas. 11. Price setting focuses the quality: Though the company can setting up their foods and services price with matching of their competitors price but they must focus their overall service quality in their price setting. Sometime they can offer discount, coupons, special package to their customers in different occasions.

Conclusion:

Since the customer have the same need but they want the new products and services, marketers must be careful to set the right level of expectation. We have already well-known with the societal marketing concept. The societal marketing concept questions whether the pure marketing concept overlooks possible conflicts between consumer short- run wants and consumer long run welfare. The concept helps that marketing strategy should deliver value to customers in a way that maintains or improves both the consumers and the societys well being. Todayit has seen that, the restaurant industry offer tasty and convenient food at reasonable prices. Yet many consumer such as nutritionist and environmental groups have voiced strong concerns. Calories, fats, oil such unhealthy things, the critics claim is leading consumers to eat too much of the wrong foods, contributing to a national obesity epidemic. Whats more, the products are wrapped in convenient packaging, but this leads to waste and pollution. Thus in satisfying short-term consumer wants the highly successful restaurant industry may be harming consurmers health and causing environmental problems in the long-run.

REFERENCES

Books: Web Journal: Auty, S. (1992). Consumer choice and segmentation in the restaurant industry. The Service Industries Journal, 12(3), 324-339. Lewis, R. C. (1981). Restaurant advertising: Appeals and consumers intentions. Journal ofAdvertising Research, 21(5), 69-74. Kivela, J. (1997). Restaurant marketing: Selection and segmentation in Hong Kong. International Journal of Contemporary Hospitality Management, 9(3), 116-123. V A Zeithaml, M J Bitner, D D Gremler, A Pandit Service Marketing,Integrating customer focus across the firm. 5th Ed. Philip kotler, Gray Arhstrong Principles of Marketing 12 Ed. Philip kotler, K Keller, A Koshy, M Jha Marketing Management 13th Ed.

Websites:
www.foodafactoflife.org.uk Http: // en.wikipedia.org

Advisor:
Mahmudul Hasan Fouji, Lecturer, Dept. of Marketing,Jagannath University, Dhaka