i

A STUDY ON
GROWTH OF FASTFOOD CHAINS IN VADODARA:
AN OPPORTUNITY OR A THREAT TO FINE-DINING
RESTAURANTS







SCHOOL OF BUSINESS AND LAW
SUBMITTED TO:
Dr. Pramod Kumar
Assistant Professor
SUBMITTED BY
NISARG MANKAD AMAN JANI
11131032 11131026
ii




VERSUS

iii










ACKNOWLEDGEMENT

Firstly we thank the almighty, our parents and friends for helping us in every problem faced.
Next, we would like to take this opportunity to thank those who helped us in making this
project possible such as our professor, Dr. Pramod Kumar, without whose support and
impeccable guidance, this project would have been next to impossible. We would also like
to thank him for helping us and guiding us throughout my project. We would also like to
thank all the people who helped and cooperated in filling up the questionnaire. Special
thanks to Mr Amol Ranadive for teaching us the working of analysis.
Finally sincere thanks to Navrachana University, School of Business and Law, for giving us
an opportunity to learn about the topic.

iv


Declaration:
This thesis is a presentation of my original research work.
Wherever the contributions of others are involved, every effort
is made to indicate this clearly, with due reference to the
literature, and acknowledgement of collaborative research and
discussions.
The work was done under the pure guidance of Dr. Pramod Kumar
Assistant Professor, Navrachana University, School of Business
and Law.
Nisarg Mankad Aman Jani

In my capacity as a supervisor and guide of the candidates
Research study, I certify that the above statements are true to
the best of my knowledge.

Dr. Pramod Kumar

Assistant Professor,
School of Business and Law,
Navrachana University, Vadodara

v

TABLE OF CONTENTS
1. TITLE
1.1 TITLE........ix
1.2 JUSTIFICATION OF THE TITLEx
1.3 OBJECTIVE AND SCOPE OF STUDY...x
1.4 RESEARCH AND METHODOLOGYxi
1.5 RESEARCH INSTRUMENTS.xii
1.6 ABSTRACT..xiii
1.7 LITERATURE REVIEWxiv

2. THEORETICAL PERSPECTIVE

2.1 MEANING AND DEFINATION OF RESTAURANTS.1
2.2 CLASSIFICATION OF RESTAURANTS.1
2.3 HISTORY OF RESTAURANTS7
2.4 CURRENT VADODARA MARKET.7
2.5 LIST OF TOP FAST FOOD AND FINE DINING RESAURANTS
OF VADODARA AND THEIR
GROWTH.8
2.6 INTRODUCTION TO FAST-FOOD RESTAURANTS.10
2.7 MARKETING STRATEGY FOR FAST-FOOD
RESTAURANTS..................................................................11
2.8 SWOT ANALYSIS OF FAST-FOOD RESTAURANTS.13
2.9 INTRODUCTION TO FINE DINING RESTAURANTS.......14
2.10 FEATURES OF FINE DINING RESTAURANTS.16

vi

2.11 SWOT ANALYSIS OF FINE DINING
RESTAURANTS.18
2.12 MAIN THREATS TO FINE DINING RESTAURANTS USING
PORTERS 5 FORCE MODEL..19
2.13 6 WAYS TO ATTRACT CUSTOMER.22
2.14 MARKETING STRATEGY FOR FINE-DINING
RESTAURANT..........................................................................23

3. DATA ANALYSIS

3.1 INTERPRETATION OF PUBLIC SURVEY26
3.2 QUESTION AND ANSWERS WITH RESTAURANT
OWNERS................................................................................45
3.3 COMPARISION OF THREATS AND OPPORTUNTIES OF
DIFFERENT RESTAURANTS...62

4. CONCLUSIONS
4.1 THEORETICAL ASPECTS....64
4.2 PEOPLES VOIVE SURVEY & ANALYSIS ASPECT.65
4.3 ENTREPRENEURS VOICE INTERACTION WITH
RESTAURANT OWNERS.67
4.4 FINAL WORDS.68

5. APPENDIX
5.1 APPENDIX-I70
5.2 APPENDIX-II....73
5.3 APPENDIX-III..74
vii

LIST OF FIGURES
2.1 CLASSIFICATION OF RESTAURANTS...3
2.2 TOP FAST FOOD CHAINS AND DINING RESTAURANTS IN
VADODARA......8
2.3 GROWTH OF FAST FOOD CHAINS.7
2.4 SWOT ANALYSIS FOR FAST FOOD CHAINS.13
2.5 MAP OF VADODARA15
2.6 SWOT ANALYSIS OF FINE DINING RESTAURANTS18
2.7 PORTERS FIVE FORCE MODEL.19

3 FIGURES OF DATA INTERPRTATION ON THE BASIS OF,
3.1 AGE .27
3.2 GENDER .28
3.3 MARITAL STATUS ...29
3.4 OCCUPATION ..30
3.5 ANNUAL HOUSEHOLD INCOME ...31
3.6 FAMILY TYPE ..32
3.7 VISITING RESTAURANTS 33
3.8 FREQUENCY OF VISITS 34
3.9 TIME SPENT .35
3.10 TIME OF VISITING ...36
3.11 WITH WHOM THEY VISIT .37
3.12 FOOD HABIT 38
3.13 PREFERENCE OF SERVICE .39
3.14 PREFERENCE OF FOOD TYPE 40
3.15 WILLINGNESS TO WAIT FOR FOOD .41
viii

3.16 INFLUENCING FACTORS ON SELECTING A
RESTAURANT42
3.17 REASONS TO VISITING A FOOD JOINT 43
3.18 WHO INFLUENCE THE MOST ..44
NOTE: FIGURE 3.19 TO 3.36 ARE SHOWING THE MAJOR
CHALLENGES AND FACTORS AFFECTING THE FINE DINING
RESTAURANTS IN VADODARA
ix









GROWTH OF FASTFOOD CHAINS IN
Vadodara:
An OPPORTUNITY OR a THREAT TO
FINE-DINING RESTAURANTS






x






Justification to the Title:
With the rapid growth in the fast-food trends, other dining restaurants are facing problems of
attracting customers. This topic is ideal for the research about the opportunities and threat
that the dining restaurants face.


Objective and scope of study:
The main objective of this research study is to:
1. To find out main competitors between fast-food and fine dining restaurants.
2. To study on different opportunities and threats faced by fine dining due to the
emergence of fast-food chains.
3. To find out and suggest necessary solutions that can bring opportunities for both of
the classes of restaurants.
xi



RESEARCH METHODOLOGY

Universe: The population of Baroda who visit the restaurants will be considered as a
universe for the study.
Sample: The information and data survey is conducted by the method of Sample Survey.
The targeted elements were selected on basis of suitable methodology and people who visit
the restaurants frequently were surveyed.
Research Plan: -
Research Approach: SURVEY METHOD
Primary Source
Primary data consists of original information gathered for specific purpose. The primary
data is collected through questionnaire. The questionnaire is through common instrument
collecting primary collection. We collected the data through questionnaire from different
small eating joints.








xii




Research Instrument
The research instruments used for collecting the primary data were the questionnaire.

Questionnaire
The questionnaire was carefully developed tested and debugged before they were
administered on a large scale. The questionnaire had a mix type of open ended, closed ended
and multiple choice questions.
Analysis Tools
For showing the data: Tabulations, Graphical styles and statistical methods are used.
xiii




ABSTRACT

In todays competitive business world, there is an intense competition between different
types of food joints. The businesses are all in a race of gaining more and more customer for
their food joints. The new trend and tastes develop among the consumers on frequent bases.
These days, trend for Fast-Food has boosted up and there is a mammoth increase in Fast-
Food outlets. As a result, other fine dining restaurants experience immense threat and
competition in the restaurant industry and market.
So, this research shall include main threats and opportunities that a fine dining restaurants
suffer with the emergence of fast food chains in the city. A questionnaire was prepared by us
in order to conduct market survey. The questionnaire was based on different parameters to
judge and understand the consumer behaviours and determine the best possible strategies
which could be used to attract customers by fine dining restaurants. The research carried out
in this project was descriptive in nature. The study was aimed at knowing the various eating
habits of a consumer as well. This project helped in understanding what exactly a customer
looks in an eating joint before entering it. It gave an idea about the essential factors that are
required now a day for an eating joint to attract customers in this competitive world.







xiv




LITERATURE REVIEW

The entry of McDonald's in 1996 marked the beginning of the QSR concept in India. Many
global brands have followed suit since then, either through company-owned stores or the
franchisee model, or a mix of both. Over the past 5-6 years, many Indian QSR brands have
also mushroomed across the country, serving either foreign cuisine or adapting Indian
cuisine to the fast food service format. This helped the Indian QSR market to expand rapidly
to about Rs 34 billion by 2012-13. CRISIL Research expects this strong growth to continue
over the next three years, as global brands expand into smaller cities. We expect the QSR
market to reach a turnover of Rs 70 billion by 2015-16, growing at an average annual rate of
about 27 per cent.
- (CRISIL Research, May 2013)
The concept of a restaurant is an establishment with four walls and a roof where usually
customers sit at tables and order food from a menu card, their order is taken by a waiter,
who also serves the food at the table once it is prepared. Some expensive restaurants may
even have a matre d'htel to welcome the customers and seat them at their tables.
- (Avirup Guha, 2013)
Recent times have noticed major shift in the behaviour of consumers, as they
now prefer to have fast food over traditional and home cooked food, unlike the
trend that was prevalent in India in the past. Thus, the changes in the consumer
behaviour enabled the international retailers to enter the market in an attempt to
gain market share and brand presence.
- ( Subhankar Chakraborty )



xv



Customer interests, perception, awareness and experience drive the
growth of fast food companies in India.
- (Philip Kotler , 2004)
Quick service restaurants are a mainstay of the Indian food service market, and are
growing fast. Fine dining is gaining prominence too. Both multi-cuisine and single-
cuisine establishments have shown tremendous growth. Organised market players
such as McDonalds, Sagar Ratna and Caf Coffee Day are looking to increase their
market share in the QSR category by capitalising on untapped locations such as
highways and airports or by creating new destinations with customised menu
offerings.
- (Bindu Menon )

When it comes to breakfast, it is still a blue ocean out there. Globally, it is a popular
concept but in India it is still to catch on. Consumers are eating out nearly six to
seven times a month as per our research, as lifestyles are changing. There is a huge
opportunity for us as we are targeting people on the move, McDonalds has about
300 stores across India in formats including drive-through, full menu restaurants and
kiosks.
- (Vikram Bakshi, Managing Director, Eastern Region, McDonalds India)

1



DEFINITION

2.1 What is a Restaurant?
A restaurant is a business establishment which prepares and serves food and drink to
customers in return for money, either paid before the meal, after the meal, or with a
running tab. Meals are generally served and eaten on premises, but many restaurants
also offer take-out and food delivery services. Restaurants vary greatly in appearance
and offerings, including a wide variety of the main chef's cuisines and service models.
The word restaurant is derived from Restorer which means to restore and refresh, the
word was first used in 18
th
century.

2.2 Classification of restaurants
Restaurants may be classified or distinguished in many different ways. Restaurants vary
from very expensive fine dining establishments to small scale establishment providing
meals at affordable prices, restaurants are also classified according to the type of meal or
cuisine they serve
The primary factors are usually the food itself; the cuisine (e.g. Italian, Chinese, Indian,
French, and Thai) and/or the style of offering.



2


Thus restaurants can be classified into the following categories.
Bistro - a small informal restaurant which also has the permit to serve wine
Brasserie - a small restaurant serving beer and wine as well as food; usually not expensive
Brewpub - a combination brewery and restaurant; beer is brewed for consumption on the
premises and served along with food
Cafe, Coffee Bar, Coffee Shop, Coffeehouse - a small restaurant where beverages and
snacks are sold
Cafeteria - a restaurant where you serve yourself and pay a cashier
Canteen an establishment in a factory; where workers can eat
Mobile canteen, canteen - a restaurant outside; often for soldiers or policemen
Diner - a restaurant that resembles a dining car
Greasy Spoon - a small restaurant specializing in short-order fried foods
Grill, Grillroom - a restaurant where food is cooked on a grill
Hash House - an inexpensive restaurant
Lunchroom - a restaurant (in a facility) where lunch can be purchased
Rotisserie - a restaurant that specializes in roasted and barbecued meats
chophouse, steakhouse - a restaurant that specializes in steaks
Tea parlour, Tea parlour, Teahouse, Tearoom, Teashop - a restaurant where tea and
light meals are available.



3






FIGURE 2.1



Classification of Restaurants

4


Restaurants are categorized so as to cater to all sectors of the society and satisfy
the various wants and needs of various customers. Restaurants are also
categorized according to the type of service they provide.
There are basically two types of service- la carte and Buffet.
1. la carte style of service is where a guest is presented with a menu
containing a list of courses with various dishes which offer both vegetarian
and non-vegetarian options. A customer can choose what he/she would
like to eat and usually get dishes which can serve one or two portions. The
food is served to the guest at the table. In this type of service each dish is
individually priced.
2. Whereas in a buffet system a spread is laid down on a table with various
dishes usually consisting of four to five courses. It also has vegetarian and
non-vegetarian dishes. The whole meal is provided at a set price and it is
self-service by the guest.
As shown in figure 1.1 the restaurant industry is mainly classified in two parts
Organized and Unorganized.
Organized:
o Multi-cuisine restaurant: To describe a multi-cuisine restaurant,
it would have to be a food & beverage outlet which caters to a
wide range of customers with different nationalities, cultures, etc.
Also it must employ a specialist chef for each cuisine and may
have separate sections for each cuisine. The chef employed must
have good knowledge about the cuisine and the dishes he creates
& must be as authentic as served in the native land. Thus a multi-
cuisine restaurant is an establishment which serves various
cuisines like Indian, Chinese, Thai, Mongolian, Continental, etc
under one roof.
5

Fine Dining restaurants: Fine Dining restaurants can be
described as food and beverage establishments which provide high
quality food & service. The employees are highly skilled and use
the best of materials while working. The hospitality standards of
such an establishment are expected to be at the level of a five star
hotel. The dcor, ambience & environment should give a
comfortable & luxurious feel to dinners. The cutlery, crockery &
glassware used should also be of very high quality. The head chef
of such establishments should be highly qualified and should be
innovative & creative Fine dining restaurant usually have rules
which dinners must follow while dining at the establishment, for
example dress code. Fine dining restaurants usually follow a la
carte style of service so as to provide a luxurious feel to its guests.
Thus a fine dining restaurant not only provides a meal but an
experience. Now to understand the concept of a fine dining multi
cuisine restaurant is simple. It is basically an establishment which
serves a variety of cuisines with high quality of food & service in
a very well decorated and luxurious environment, employing
professionals to deliver and maintain high quality standards.
o Fast food Chains: Fast food restaurants emphasize speed of
service. Operations range from small stores to multi-billion dollar
corporations like McDonald's and Pizza Hut. If table seating is
available, ordering is not done from the table but from a front
counter. Diners mostly have to serve themselves as it is a self-
service outlet.


6

o Kiosks: A kiosk is a booth with an open window on one side.
Some vendors operate from kiosks selling consumables like :
sandwiches , Burgers , grilled items , cigarettes , etc. These are
generally located inside the compound of malls in Vadodara. Eg;
Vadodara Central Mall , Centre Square , More Mega Mall etc.


o Bars & Lounge: Bars are those places where one can sit and
enjoy different types of drinks. Generally alcoholic drinks are sold
at these places, with entertainment factors like: jugglers, pianist,
Band etc.

UNORGANISED

o Road Side Vendors: Road side vendors sit or stand at a specific
place and sell the food items. They have fixed decided place from
were they sell the items from their carts.

o Hawkers: A hawker sells items or food that is native to the area.
Whether stationary or mobile, hawkers often advertise by
loud street cries or chants, and conduct banter with customers, so
to attract attention and enhance sales.





7

2.3 History of Restaurants
Restaurants date back to Ancient Rome, thermopolia, which were
small restaurant- bars which served food and beverages to its
customers. A thermopolium usually had L-shaped counters into which
large storage vessels were sunk with hot or cold food in them.
Food service establishments also existed in the 11th century in
Kaifeng, Chinas northern capital during the Song Dynasty (the period
between 960-1279). The origin of food service establishments came
probably from the idea of tea houses which grew into an industry
catering to locals as well as people from various parts of China.
Although there are traces of public eateries which existed far back as
Ancient Rome and the Sung Dynasty in China, however the modern
restaurants originated in 18th century in France. The word, Restaurant
comes from the French word, restaurer which means to restore. The
first eating house is said to be established in Paris in 1765. The
proprietor is said to be a soup vendor.
Early eating establishments or eating houses were built to serve as a
place where people could come and restore or regain their energy.
These establishments were not very fancy and many of them did not
even have tables with linen on them. Thus these establishments were
just simple rooms where one could come and consume meals to regain
their energy especially if they were not feeling well or were weak.
2.4 Current Vadodara Market
The reason to do the research on this topic is due to the growth rate and
development of this city. Vadodaras large area of over 148.95 km
2
, and a
residence of over mammoth 16, 66,703 people with diverse cultures and
8

with a diverse taste, gives a researcher an opportunity of advanced and
systematic study.
Vadodara has a large market for fast food with big giants like
McDonalds, Subway, Pizza hut, Dominos & recently KFC. These
establishments are the major competitors for a fine dining restaurant in
Vadodara as the young crowd is attracted to these places.
A major share of the market includes local restaurants which are a unique
blend of fast food, local cuisine, South Indian cuisine and Chinese all
under one roof .These restaurants also provide meal plans at competitive
rates to attract and retain customers. Some of the popular establishments
are Havmor, kalyan, hot bite, White Potato, etc
The market also includes fine dining multi-cuisine restaurants like
Barbeque Nation, Main land china, Azure, TGB, My Restaurant, Rangoli
etc. Food courts are also a part of this market and the concept is very
similar to the ones present at shopping malls. The food courts have stalls
by different restaurants which provide different types of cuisines. It also
includes various canteens or mess which provides a full meal to its
customer, which mostly consists of simple Indian food like daal, rice,
rotis, subzi at a fixed price.
2.5 List Of some top Fast-food and Fine dining Restaurants in Vadodara
Sr. No.

Fast Food Chains Fine Dining Restaurants
1 MC Donalds The Grand Bhagwati
2 Subway Azure (Surya Palace)
3 Dominos Mirch Masala
4 KFC Rangoli Restaurant
5 Havmor Sayaji Hotel
FIGURE 2.2
Top fast food chains and fine dining restaurants in Vadodara
9

Figure 2.3
Growth of fast food chains (since 2010)
Here we can see the trend of Fast Food. It has a continuous and steady
growth in past 5 years.
MC Donalds has a steady growth with 1 outlet being established
every year.
Subway had a slow rate till 2011 but, after that it jumped up and
now has 7 outlets.
Dominos also had a growth till 2013, but after that it did not
expand in the city. But it already has 7 outlets.
KFC just entered the market of Baroda in 2013 and has 2 outlets.
Havmor has a slow growth with just 3 outlets in the city.
10




FAST-FOOD


11


2.7 MARKETING STRATEGIES FOR FAST FOOD CHAINS

These days the fast food industry is highly competitive and dominated by
large companies. These Companies have various outlets in different areas
of the city; sometimes even globally they have outlets. To set up the chain
store, various marketing strategies should be applied.
1. Collectibles
Fast food companies attract customers by releasing schemes of
collectibles, particularly those that kids enjoy. Companies distribute:
dolls, glasses or other mementos that are related to the movie. This fast
food marketing strategies entices people to come back until they have all
the collectibles. They choose a popular theme for collectibles that other
fast food companies are not marketing.
2. Market Segmentation: The companies should segment the market
by 4 different parameters.
Geographical
Demographical
Behavioural
Psychographic

12

Small fast food companies often use market segmentation as a marketing
tool. Market segmentation is the process of identifying key buying groups
that patronize your restaurant. This information is largely obtained
through market research surveys, asking people demographic information
such as age, income and household size.
3. Loyalty Programs: Frequency card programs are a popular type of
loyalty program for fast food restaurants. Reward people according
to the frequency in which they visit your restaurant. For example,
you could offer people a free drink after their first visits, then free
fries after their next two visits. Ultimately, a customer could earn a
free meal after 12 visits. Keep repeating this cycle for six, eight or
10 weeks, or whichever time frame you choose.


A MC Donalds Smile card (Loyalty Program)
13



2.8 SWOT ANALYSIS FOR FAST FOOD CHAINS



Figure 2.4






14




FINE DINING

15


Figure 2.4
16



2.10 Features for Fine Dining Restaurant

Ambience: The feeling or mood associated with a certain setting or
environment. Ambient factors are those that affect the atmosphere of the
environment, such as colour combination, light sound, lighting, and
fragrance.

Brightness: Brightness of a hue depends on the relative amount of the
specific spectral hue that a surface reflects in relation to the amount of
that spectral hue that is absorbed by a toning agent.
Chroma: The purity or saturation of a colour is referred to as chroma. A
strong-chroma colour is bright and pure while a weak-chroma colour is
dull and grayish.
Colour scheme: The colour palette used in the interior space including
the colour of structural as well as furniture elements in the space
constitutes the colour scheme.
Complexity: Complexity in an interior environment is related to the
variety and diversity of interior elements like materials, textures, patterns,
colours, etc. or the scenes ability to offer a sufficient number of
representations to simulate interest. It is directly related to the intricacy of
design and the amount of effort that the human psyche takes to
comprehend the space in totality. Less variance in the materials, textures
and pattern in the design leads to lower complexity whereas an increase in
the variance of above factors leads to higher complexity.


17


Dining experience: Experience can be defined as the apprehension of an
object, thought, or emotion through the senses or mind. Dining experience
is related to the response (largely sub-conscious) of the senses to the
interior environment during the course of a meal. With reference to
restaurant settings it can be interpreted as the factors influencing the
length of
stay, the response to the quality of food, the desire to return, etc.
Lighting: The placement, intensity and colour of lighting and light
fixtures in an interior space correspond to the lighting character. Lighting
may include artificial as well as natural light. Intensity of light may vary
from dim to bright. Colour of light can be consistent in the entire space or
a number of light colours may be used. Perceived colours of objects in the
interior also depend on the colour and intensity of light falling on them.
Pleasantness: A feeling of comfort, security, and well-being in an
interior space.
Reference to nature: Reference to nature in the design of an interior
environment is generally related to the incorporation of natural elements
in the design. Water features, plants, natural materials, windows that
afford a view of the outdoor environment, skylights, as well as features
like natural sounds and fragrances all contribute to the naturalness of the
setting.

Spaciousness: Spaciousness is related not only to the directly perceived
size of the interior space but also to the psychologically perceived
openness in the space. Factors that contribute to the perception of
openness are higher ceilings, large openings with a view to the outdoors,
unobstructed spaces, etc.
18



2.11 SWOT ANALYSIS OF FINE DINING RESTAURANTS



Figure 2.5




19




2.12 Main Threats for Fine Dining Restaurants

The possible reason for threats to fine dining restaurants in Vadodara is
internal factors. These can be shown in Porters 5 force model below.


Figure 2.6
PORTERS 5 FORCE MODEL


20




1. Rivalry: The upscale segment in restaurant industry is highly
competitive because of slowly growing buyers demand, no cost of
choosing another restaurant to dine, substantial amount of
restaurants. Customers are expecting great value of food and
quality of service with respect to price and promotions. Revenues
of the restaurants depend on customer traffic that can be influenced
by strong and aggressive marketing. Competitive advantage can be
also obtained through changing prices and differentiating strategies.
2. Threat of new entrants: The threat of the new entrants is
extremely high because of low entry barriers. Buyers demand is in
the stage of growing after the economic downturn and promises to
be steady. Product differentiation is relatively weak because all the
upscale restaurants are offering the highest quality product and
striving to provide quality service. On an average, every 15 days
a new food joint is established in a city.

3. Threat of Suppliers: Suppliers bargaining power in upscale
segment of the restaurant industry is very weak, since each
company in the segment accounts for the big fraction of the
suppliers sales. Here, the main suppliers include vegetables and
dairy suppliers. We can observe the hike in the prices of these
products very often. As a result the restaurants also have to bear a
large amount of hike very often which is a threat.

21




4. Threat of Buyers: Buyers bargaining power is very strong due to
absence of switching costs when choosing different restaurant to
dine. Customers are very well informed about the pricing and
quality of the product that upscale segment offers as well as there is
an option existent of postponing the visit to the fine dining
establishment.
*But this factor has a negligible effect in Vadodara city as observed
while our research.

5. Substitutes: Unlike fast-food chains, the fine dining has lot of
substitutes. The main substitutes to these restaurants are Casual
Dining and multi cuisine restaurants. They play an important role in
breaking the sales and profit for fine dining restaurants.










22





















2.13 SIX WAYS TO ATTRACT A CUSTOMER

23




2.14 MARKETING STRATEGIES FOR FINE DINING
RESTAURANTS
The fine dining restaurants also have some good strategies in order to
attract customers. They have to build good strategies in order to stand
against the Fast Food Empire.

1. Special Deals: the restaurants offer special deals regularly. These
keep the customers returning. They free appetizers such as bread,
chips, or cold drinks. they also have special schemes such as a free
meal on one's birthday.
Example: White Potato restaurant.

2. Customer Loyalty Programs: Loyalty programs are a great way
to build a customer base. Restaurants send out broachers, special
deals, coupons, or a complimentary meal deal such as a buy 2 get 1
free meal. They also send out a discount offer on a new menu item.
Acquiring customer emails is a great way to keep in contact with
them.
Example: The Grand Bhagwati



24


3. Unlimited Food Schemes: the restaurants offer unlimited food
dishes between the specific timings in a day. Due to these
maximum public visit the joint at the specific period of time. Some
also provide schemes like Happy Hours though not in dry state.
Example: almost all Gujarati and Punjabi dining Restaurants
4. Complementary food items: Some restaurants provide the
customers with complementary food item along with the normal
course of meal. This is to promote that item.
Example: Saffron Restaurant provides the customer with
Khakhra as a complementary item with unlimited meal course.


Unlimited Thali


25


CHAPTER 3 DATA ANALYSIS

OF A SURVEY ON CONSUMER FOOD PREFERENCE
Sample Study
(Questionnaire based study)















26







3.1 INTERPRETATION OF THE
DATA SURVEY














27


A data survey with 85 respondants was conducted in which 21 questions
were asked to the respondants.
Demographical , Behavioural and Psychographic aspects were covered in
the quetionnaire.

1 .Distribution of respondents on basis of Age
Figure 3.1

Highest no. of respondents come into the category of 36 years to 50 years
of adults. It consisted of 40% of total sampling size. It was followed by
people with age group between 20 years to 35 years which comprised of
35% of total respondents. People with age groups of less than 20 and
more than 50 comprised of 15% and 10% respectively.
These is because only people who have potential interest in visiting
restaurants and people who are called as main consumers were approched
for the survey.
28

2. Distribution of respondents on basis of Gender
MALE
69%
FEMALE
31%
GENDER
Figure 3.2

Out of 85 respondents, 59 respondents were male and 26 were female
which comprises of 69% and 31% respectively. As a result almost equal
range of both the gender was included.
29

3. Distribution of respondents on basis of Marital Status
Figure 3.3

Out of 85 respondents 49 people were married which comprised of 58%
and 36 people were unmarried which comprised 42% of the total
sampling size.

30

4. Distribution of respondents on basis of Occupation
SERVICE
31%
BUSINESS
23%
PROFESSION
8%
STUDENT
33%
HOUSEWIFE
5%
OCCUPATION

Figure 3.4

In this sample size of 85 respondents main occupation consisted of Students (33%) and
service persons (31%), businessmen were 23% and house wife and professional consisted
of total of 13%.
Students come under the youngest and most active category of respondent group, and the
topic of the research has to cover them.





31

5. Distribution of respondents on basis of Annual
Household Income
8%
22%
27%
43%
ANNUAL HOUSEHOLD INCOME
LESS THAN 1 LAC
1 - 3 lac
3 - 5 lac
MORE THAN 5 lac
Figure 3.5


Annual household income is important aspect of determining the frequency of visiting
restaurants of a person. The people with high income generally visit restaurants more
frequently than the people with lower income. As a result, higher income groups shall be the
main target of the marketing department of restaurants.
Here we can see that almost half of the respondents came with the income of more than 5
lakhs per annum and 27 % of respondents earned 3 to 5 lakhs per annum. The people with
comparatively lower income constituted of about 30% of the total sample strength.
32

6. Distribution of respondents on basis of Family Type
Figure 3.6



The respondents were from either of the two types of families, namely: Joint Family
and Nuclear Family. The bigger the family of a person, more the influence of the
members.
Here, 31 respondents came from the joint family and other 54 members came from
nuclear family.






33

7. Distribution of respondents on basis of Visiting
Restaurants.
Figure 3.7


This was the only question that had only one similar answer from all the respondents.
Each and every respondent of the survey visited restaurants.
100 % people visit restaurants.
34

8. Distribution of respondents on basis of their frequency
of visiting restaurants.
Figure 3.8

The frequency of visiting restaurants means how frequent does a respondent visit a
restaurant. Here we can see that 39% of respondents visit the restaurant once in a
month. 32% of respondents visit restaurant every week. 22% of respondents visit
only once in 3 months and there are 7% of food crazy people that visit more than one
times in a week.
35

9. Distribution of respondents on basis of the time
spent by them.

0%
37%
58%
5%
Time Spent while visiting a food joint
less than 30 mins
30 - 1 hr
1 - 2 hrs
more than 2 hrs
Figure 3.9

By analysing this data, we can get an idea of how much time can people spend in
eating. This gives an idea whether the people like Fast-food or they can afford to
spend long time in fine dining restaurants.
58% of people can afford 1 to 2 hours in eating in restaurants. 37% of respondents
afford to spend half an hour to 1 hour in restaurants. There are 5% people who can
also spend more than 2 hours in restaurants. But no one spends less than 30 minutes in
a restaurant.
This can be one proof that fast-food chain is less preferred against fine dining
restaurants.
36

10. Distribution of respondents on basis of the time of
visiting restaurant.
Figure 3.10

Here we can see that more than half of the respondents prefer to go to a restaurant in
the evening time (78%). 16% people visit the restaurants in the night time. Only 6 %
people go for lunch in the afternoon. And no respondent visited the joint in the
morning.
By this we can say that, schemes of morning breakfast menus of fast-food outlets like
Mc Donalds do not attract the consumers.


37

11. Distribution of respondents on basis with whom do they
visit restaurants
Figure 3.11

According to the survey, 49%of the respondents enjoyed going out to eat with their
family. The next preference was with friends which 30% respondents preferred. 6%
people visited restaurants for business meets. No person preferred visiting the joint
alone.

38

12. Distribution of respondents on basis of their food habit
Figure 3.12

From the above bar chart display we can see that 59 number respondents out of total
strength of 85 were Pure Vegetarians. While other 26 respondents preferred Non
Vegetarian foods.





39

13. Distribution of respondents on basis of the preference of
the service.
Figure 3.13

Now this is the main aspect in which one can decide whether the fast-food chain is a
threat or not.
Dining was preferred by a mammoth of 85% of respondents. While Home Delivery
and Self-service which are considered to be the main features of fast food outlets were
altogether preferred only by 13% of the respondents.
Also only 2% people preferred take away food facility.
As a result one gets a hint that fast-food chain does not behave like a threat to fine
dining restaurants.

40

14. Distribution of respondents on basis of their preference
of food type.

0 10 20 30 40 50 60
Continental
Punjabi
South Indian
Gujarati
Chinese
Fast-Food
Continental Punjabi South Indian Gujarati Chinese Fast-Food
Prefer Least 38 10 16 31 20 37
Neutral 25 19 33 23 38 23
Prefer Most 19 54 33 28 24 23
Prefernce of Food
Figure 3.14





41


15. Distribution of respondents on basis of their willingness
to wait for food.

0
2
4
6
8
10
12
14
16
less than 10 mins. 11 - 20 mins 21 - 30 mins more than 30
mins
A
x
i
s

T
i
t
l
e

Axis Title
Willingness to wait for food
Figure 3.15

Here we can observe that most people are willing to wait for the food for 11 to 20
minutes. The other time periods got the equal no. of prefernces but are comparatively
lesser than the prefernace of 11-20 minutes.

42

16. Distribution of respondents on basis of influence factor
on selecting a restaurant.
12
66
46
32
34
59
19
18
26
17
31
35
32
15
34
26
31
0
5
15
16
8
25
26
6
0
0
0
0
0
4
11
7
0
0
0
0
0
0
2
0 10 20 30 40 50 60 70
Price
Quality
Service
Ambiance
Variety of food
Hygiene Factor
Convenience
Parking Facility
Price Quality Service
Ambianc
e
Variety
of food
Hygiene
Factor
Convenie
nce
Parking
Facility
Strongly Disagree 7 0 0 0 0 0 0 2
Disagree 6 0 0 0 0 0 4 11
Neutral 31 0 5 15 16 8 25 26
Agree 26 17 31 35 32 15 34 26
Strongly Agree 12 66 46 32 34 59 19 18
On what basis do you select the Restaurant?
Strongly Disagree Disagree Neutral Agree Strongly Agree
Figure 3.16

43

17. Distribution of respondents on basis of reasons for
visiting a food joint.
Figure 3.17
44


18. Distribution of respondents on basis of their influence
factor of visiting restaurants
Figure 3.18

He we can observe that 46% of respondents were influenced by their friends to visit
the restaurant. 26% of the people were influenced by their children. 15% and 12% of
respondents were influenced by their spouse and parents respectively.
45

3.2 QUESTIONS AND ANSWERS TO TOP DINING
RESTAURANT OWNERS OF BARODA

To get an exact idea of what are the problems and challenges of the fine dining
restaurants in Vadodara, we approached the owners of top fine dining
restaurants of the city. We think that the person who himself is a leading
entrepreneur in this field shall be able to make us understand the real threat
and opportunities for the same.
So we approached the following restaurants:

1. Sasumaa Gujarati Thali
2. Rasthal Restaurant
3. The Grand Bhagwati
4. Mirch Masala
5. Khamma Ghani
6. Rangoli Restaurant
7. Honest Family Restaurant
8. The Feast


46

1. Name of the restaurant : SASUMAA GUJARATI THALI


2. Locality of Business : ALKAPURI, VADODARA


3. Type of restaurant : FINE DINING

4. What is the main challenge for your restaurant from the
following? (rank the aspects )

0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Cost of
Production
Large number
of
competitors
Rapid growth
of fast food
sectors
Recession Continuous
changing in
tastes of
consumers
5
3
4
2
1
CHALLENGES
Figure 3.19
5. What are your average customer visits in weekdays
(Monday to Friday)?

MORE THAN 50

6. What are your average customer visits in weekends
(Saturday - Sunday)?

MORE THAN 60



47

7. From the following what is your main focus on? (Rank the
following).

Figure 3.20


8. Which good qualities does your restaurant have that gives
you an edge over other competitors?

QUALITY, PRICE, SERVICE, AND LAST BUT NOT THE LEAST
CUSTOMER SATISFACTION

9. According to you, for setting up a great restaurant, what all
factors are necessary?

____________________AS ABOVE______________________________
___________________________________________________________
___________________________________________________________
___________________________________________________________
___________________________________________________________

48

1. Name of the restaurant : RASTHAL - RUDRAKSHA FOOD &
HOSPITALITY

2. Locality of Business : ALKAPURI, VADODARA


3. Type of restaurant : FINE DINNING

4. What is the main challenge for your restaurant from the
following? (rank the aspects )


Figure 3.21

5. What are your average customer visits in weekdays
(Monday to Friday)?

MORE THAN 50

6. What are your average customer visits in weekends
(Saturday - Sunday)?

MORE THAN 60

49

7. From the following what is your main focus on? (Rank the
following).

Figure 3.22

8. Which good qualities does your restaurant have that gives
you an edge over other competitors?

SWEETS AND FARSAN ARE OUR SPECIALITY AND THEY ARE
EVERY DAY

9. According to you, for setting up a great restaurant, what all
factors are necessary?

TO MAINTAIN GOOD AND TASTY FOOD TO SERVE AND GOOD
HOSPITALITY_______________________________________

50

1. Name of the restaurant : TGB WORLD CUISINE

2. Locality of Business : GALLERIA MALL AKOTA, VADODARA


3. Type of restaurant : MULTI-CUISINE

4. What is the main challenge for your restaurant from the
following? (rank the aspects )

Figure 3.23


5. What are your average customer visits in weekdays
(Monday to Friday)?

MORE THAN 50

6. What are your average customer visits in weekends
(Saturday - Sunday)?

MORE THAN 60


51

7. From the following what is your main focus on? (Rank the
following).
Figure 3.24
8. Which good qualities does your restaurant have that gives
you an edge over other competitors?

GOOD FOOD, PERSONAL RELATION, HYGIENE AND
SERVICE

9. According to you, for setting up a great restaurant, what all
factors are necessary?

1.ONE SHOULD HAVE THE KNOWLEDGE OF FOOD.
2. PROFESSIONAL APPROACH
3. SKILLED STAFF (MANPOWER)
4. PROPER PROJECTION BEFORE STARTING A RESTAURANT
52

1. Name of the restaurant : MIRCH MASALA

2. Locality of Business : RACECOARSE, VADODARA


3. Type of restaurant : MULTI CUISINE

4. What is the main challenge for your restaurant from the
following? (rank the aspects )

Figure 3.25

5. What are your average customer visits in weekdays
(Monday to Friday)?

30 - 50

6. What are your average customer visits in weekends
(Saturday - Sunday)?

MORE THAN 60


53

7. From the following what is your main focus on? (Rank the
following).

Figure 3.26

8. Which good qualities does your restaurant have that gives
you an edge over other competitors?

OUR TASTE AND SERVICE

9. According to you, for setting up a great restaurant, what all
factors are necessary?

___________________________________________________
___________________________________________________
__________________________________________________




54

1. Name of the restaurant : KHAMMA GHANI

2. Locality of Business : JETALPUR, VADODARA


3. Type of restaurant : FINE DINING

4. What is the main challenge for your restaurant from the following?
(rank the aspects )

Figure 3.27



5. What are your average customer visits in weekdays (Monday to
Friday)?

MORE THAN 50

6. What are your average customer visits in weekends (Saturday -
Sunday)?

MORE THAN 60

55


7. From the following what is your main focus on? (Rank the following).


0
1
2
3
4
5
6
PRICE QUALITY SERVICE QUANTITY VARIETY OF
FOOD
HYGIENE
FACTOR
2
6
5
3
1
4
FACTORS
Figure 3.28
8. Which good qualities does your restaurant have that gives you
an edge over other competitors?

EVERYTHING

9. According to you, for setting up a great restaurant, what all
factors are necessary?

GOOD RELATION WITH CUSTOMERS AND GOOD
QUALITY OF FOOD_________________________________









56


1. Name of the restaurant : RANGOLI

2. Locality of Business : FATEHGUNJ, VADODARA


3. Type of restaurant : MULTI CUISINE

4. What is the main challenge for your restaurant from the
following? (rank the aspects )

Figure 3.29
5. What are your average customer visits in weekdays
(Monday to Friday)?

MORE THAN 50

6. What are your average customer visits in weekends
(Saturday - Sunday)?

MORE THAN 60

57


7. From the following what is your main focus on? (Rank the
following).

Figure 3.30

8. Which good qualities does your restaurant have that gives
you an edge over other competitors?

OUR NON VEG IS OUR SPECIALITY, SPECIFICALLY GAVTI
CHICKEN

9. According to you, for setting up a great restaurant, what all
factors are necessary?

SEATING ARRANGEMENT, DCOR, LOCATION AND GOOD
SERVICE AND PRODUCTIVE STAFF________________________



58


1. Name of the restaurant : HONEST


2. Locality of Business : VADODARA


3. Type of restaurant : MULTI CUISINE


4. What is the main challenge for your restaurant from the
following? (rank the aspects )


Figure 3.31

5. What are your average customer visits in weekdays (Monday
to Friday)?

MORE THAN 50

6. What are your average customer visits in weekends
(Saturday - Sunday)?

MORE THAN 60


59



7. From the following what is your main focus on? (Rank the
following).

Figure 3.32

8. Which good qualities does your restaurant have that gives you an
edge over other competitors?

PAV BHAJI, PULAV AND DOSA ARE THE MAIN
ATTRACTION FOR THE CUSTOMERS


9. According to you, for setting up a great restaurant, what all factors
are necessary?

TASTE OF FOOD, SERVICE, INFRASTRUCTURE, HYGINE

FACTORS ETC, ______________________________________

______________________________________________________





60


1. Name of the restaurant : THE FEAST (DASH
CONTINENTAL)


2. Locality of Business : KARELIBAUG, VADODARA


3. Type of restaurant : MULTI CUISINE


4. What is the main challenge for your restaurant from the
following? (rank the aspects )


Figure 3.33

5. What are your average customer visits in weekdays (Monday
to Friday)?

MORE THAN 50

6. What are your average customer visits in weekends
(Saturday - Sunday)?

MORE THAN 60

61




7. From the following what is your main focus on? (Rank the
following).

Figure 3.34

8. Which good qualities does your restaurant have that gives you an
edge over other competitors?

LOCATION AND SERVICE

9. According to you, for setting up a great restaurant, what all factors
are necessary?

GOOD SERVICE AND TASTE OF FOOD__________________



_____________________________________________________






62

3.3 COMPARISION OF THREATS AND OPPORTUNITIES OF
DIFFERENT ESTAURANTS








0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Cost of Production Large number of
competitors
Rapid growth of
fast food sectors
Recession Continuous
changing in tastes
of consumers
5
3
4
2
1
4
5
3
2
1
5
2
3
1
4
2
4
5
1
3 3
1 1 1 1
4
5
3
1
2 2
3
5
1
4
3
2
5
1
4
CHALLENGES

Figure 3.35

63















2
6
4
1
3
5
4
6 6
3
6 6
1
6
4
2
3
5
1
5
6
2
4
3
2
6
5
3
1
4
5
4
3
2
1 1
5
6
2
4
3
1
4
5
2
3
6
0
1
2
3
4
5
6
7
PRICE QUALITY SERVICE QUANTITY VARIETY OF FOOD HYGIENE FACTOR
FACTORS

Figure 3.36


64






CHAPTER 4 CONCLUSIONS




From all of the above factors, research, survey, interpretation and
analysis, we have finally come to various conclusions towards the topic of
this research.
We shall conclude the topic in accordance with different aspects and
parameters.


65


4.1 Theoretical Aspects

Firstly, lets start with the population. Vadodara city has almost 17 lakh
population. Seeing to this digit, every restaurant; be it a fast-food outlet or fine
dining restaurant has an equal opportunity to boost their sales.
Now discussing about the main problems of fine dining restaurants, the first
problem it faces is that it does not have much scope of marketing. Secondly if
it is not a franchisee then the problems of economies of scale arise.
Now if we talk about the edge of fine dining against the fast-food chains then
it has various points.
1. It has a large variety of menu available.
2. Unlike fast-food outlet, it can innovate and restructure itself.
3. It has better team management than fast-food chains.

So, looking at this aspect we can come up with a statement that, though there are some
threats and problems in opening up a fine dining restaurant, one can still overcome
these problems and thus it has an edge over fast-food chain in case of theoretical
prospect.


66


4.2 Peoples Voice - Survey and Analysis Aspect

In a survey conducted with 85 respondents, we got the following outputs that can
help in throwing light towards the topics conclusion:

58% of people can afford 1 to 2 hours in eating in restaurants. 37% of respondents
afford to spend half an hour to 1 hour in restaurants. There are 5% people who can also
spend more than 2 hours in restaurants. But no one spends less than 30 minutes in a
restaurant.
This can be one proof that fast-food chain is less preferred against fine dining
restaurants.

We can see that more than half of the respondents prefer to go to a restaurant in the
evening time (78%). 16% people visit the restaurants in the night time. Only 6 % people
go for lunch in the afternoon. And no respondent visited the joint in the morning.
By this we can say that, schemes of morning breakfast menus of fast-food outlets like
Mc Donalds, Subway etc. do not attract the consumers.
Dining was preferred by a mammoth of 85% of respondents. While Home Delivery and
Self-service which are considered to be the main features of fast food outlets were
altogether preferred only by 13% of the respondents. Also only 2% people preferred take
away food facility.
As a result one gets a hint that fast-food chain does not behave like a threat to fine
dining restaurants.
67


In one of the analysis, we saw studies the preferences of people in various types of
dishes. There we found that dishes like: Punjabi , Chinese , South Indian etc. were
largely preferred over fast-food dishes. But at the same time people preferred to go
to a fast-food outlet if they were given the choice of continental ad regional variety
of food , i.e. : Gujarati , Rajasthani , Kathiayavadi etc.
Both of the types of food are on the equal balance in this aspect of analysis.

A clear cut answer was given when the respondents were asked to name their 2
most favourite restaurants.
Most common Restaurants name includes:
Mirch Masala (Punjabi)
Sankalp (South Indian)
Sayaji Hotel (Multi Cousine)
The Grand Bhagwati (Multi Cousine)
White Potato (Punjabi)
Subway (Fast-food)
Mc Donalds (Fastfood)
One can easily make out from the following response that fine dining has an edge
over fast-food restaurants.





68


4.3 Entrepreneurs Voice Interaction with restaurant owners.

To get an exact idea of what are the problems and challenges of the fine dining
restaurants in Vadodara, we approached the owners of top fine dining restaurants
of the city.
According to what they said and answered, we came up with the following
conclusions:
The main problem that the fine dining restaurants face is High Cost of Production.
Secondly they face the problem of increasing number of fast-food outlet. This
factor gives weightage to the argument of growth of the fast-food outlet is harmful
to fine dining.
Another main threat according to the owners is the increasing number of
competitors and continuous change in consumers preference.
But they also said that quality, service, and hygiene factor give them edge over the
fast-food restaurants which lack in these areas.








69


4.5 Final words


During our 3 months of research and different analysis on the topic GROWTH OF
FASTFOOD CHAINS IN Vadodara: An OPPORTUNITY OR a THREAT TO FINE-
DINING RESTAURANTS, we came up with many statistical data and theoretical
studies.
In the end of the research we have now come up to the conclusion that, by comparing
both the ends of the rope , there is no threat to the fine dining restaurants against
the fast-food chains. There may be some small difficulties but those difficulties are
negligible and thus they can be overcome.

70

APPENDIX 1
Primary Questionnaire
(For Academic Purpose Only)
1. Name: ________________________________________________________
2. Age:
(a) Less than 20 (b) 20-35 (c) 36-50 (d) more than 50
3. Gender : (a) Male (b) Female
4. Marital Status: (a) Married (b) Unmarried
5. Occupation:
(a) Service (b) Business (c) Professional (d) Student
6. Annual Household Income
(a) Less than 1 lac (b) 1 lac -3 lac (c) 3 lac-5 lac (d) more than 5 lac
7. Type of Family: (a) Nuclear (b) Joint
8. Do you visit restaurants?
(a) Yes (b) No
9. If Yes, How frequently you visit Restaurants?
(a) Quarterly (b) Monthly (c) Weekly (d) more than once a week
10. How much time you spent, while visiting a food joint?
(a) <30 min. (b) 30-1 hour (c) 1-2 hours (d) more than 2 hours
11. Your suitable timing for visiting food joint?
(a) Morning (b) Afternoon (c) Evening (d) Late Night
12. You like to visit food joint with?
(a) Family (b) Friends (c) Business Meet (d) Alone
13. Are you?
(a) Vegetarian (b) Non-Vegetarian
14. Which type of service do you prefer?
(a) Dining (b) Home Delivery (c) Take Away (d) Self Service

71

15. Your Favourite restaurant:
________________________ & ___________________________
16. Rank the type of food you prefer from the following: (1 being most preferred and 6 being
least preferred)
(a) Continental
(b) Punjabi
(c) South Indian
(d) Gujarati
(e) Chinese
(f) Fast Food
17. How long are you willing to wait for the food?
_______________________________________________________
18. On what basis do you select the restaurant?
Factors
Strongly
Agree
Agree Neutral Disagree
Strongly
Disagree
Price
Quality
Service
Ambiance
Variety of Food
Hygiene Factor
Convenience
Parking Facility
72


19. What are your main reasons for going out at food joint?
Factors
Strongly
Agree
Agree Neutral Disagree
Strongly
Disagree
To eat good food
For special event
Do not want to cook
To Hang-out
For business meet

20. From the following who influences you the most for dining out?
(a) Spouse (b) Children (c) Parents (d) Friends
21. According to you what all qualities should an ideal restaurant offer
___________________________________________________________________________________
___________________________________________________________________________________
_________________________________________
22. Do you have any doubt in any of the above question?
(a) Yes (b) No
If yes please mention________________________________________________________





THANK YOU FOR YOUR PRECIOUS TIME AND SUGGESTIONS

73

APPENDIX 3
BIBLIOGRAPHY

Online Search
www.wikipedia.com
http://www.mcdonaldsindia.com
https://in.answers.yahoo.com
http://www.academia.edu/3559289/to_analyse_the_consumer_behaviour_
in_the_Indian_fast_food_industry_and_investigating_the_factors_that_c
ould_influence_their_buying_behaviour_towards_particular_brand
http://www.manipal.edu/institutions/hotelmanagement/wgshamanipal/ceh
tr/documents/avirup%20-%20fine%20dining%20multi%20cuisne.pdf
www.research and markets.com
http://yourbusiness.azcentral.com
http://www.streetdirectory.com
http://www.cognizant.com

Book References
PRINCIPLES OF MARKETING BY PHILIP KOTLER , ( PEARSON
EDUCATION INDIA, 2009)
STRATEGIC MANAGEMENT: THE INDIAN CONTEXT
By R. SRINIVASAN (TATA MCGRAW HILL, 2008)