ASSIGNMENT OF CONSUMER BEHAVIOR

STUDY OF CONSUMER BEHAVIOR OF

AL-FAJAR HYDERABAD.

GROUP MEMBERS:
SHEERAZ SHABIR ABRO (1711251)
MUJTABA SHAHID (1711246)
MUZAMMIL NIZAMANI (1711244)
HUSNAIN SHAHID (1711237)
AMMAR HUSSAIN (1611235)

SUBMITTED TO: SIR IKRAM JUNEJO

INTRODUCTION

Al Fajar is a food outlet firstly operating in Latifabad and

now operating in Qasimabad as well. Firstly, they use to
offer biryani which is still their USP but now they are
offering range of food items including Burgers, tikka,
seekh kabab and other fast food items.

We chose Al fajar for studying consumer behavior of

their target audience because Al fajar is one of the
popular name in the Hyderabad food market and they
cover range of customers from different backgrounds
unlike Hamid, Azeez etc.
 Q:01 The quality provided by them is better
than others?

strongly agree
2%
agree
20% 24%
neutral
disagree
strongly disagree

54%

According to the chart, 20% of the consumers chose neutral option while sharing their experience on
quality. 54% of consumers agree that their quality is much better than others while 24% chose strongly
agree option and the remaining 2% chose disagree option and no one chose strongly disagree option.

Q:02 The services offered by them are same

as claimed?

S.A
8%
18% A
N
D
34% S.D

40%

The second question was about the services that they offer are same as claimed 40% consumers agreed,
34% chose neutral option, 18% strongly agreed with the statement and the remaining 8% disagreed with
the statement while 0% chose strongly disagreed option.
 Q:03 the outlet is attractive?

9%
17% S.A
A
N
26% D
S.D

49%

This question is related to the design and outfit of outlet 49% consumers agreed with the statement,
26% remain neutral while asked about the statement, 17% strongly agreed that the outlet is attractive
and remaining 8% disagreed.

Q:04 the location of al-fajar is near to your

home/office?

S.A
13% A
N
36% D
13%
S.D

38%

This question was about the location of the alfajar that whether the location is near to your home/office
so the 38% of consumers agreed with the statement 36% strongly agreed with the statement 13%
disagreed while the remaining 13% stand neutral.
 Q:05 prices are affordable?

15% S.A
23%
A
N
D
S.D
27%

35%

This question was related to the prices whether they are affordable or not 35% of consumers agreed
that the prices are affordable, 27% of the consumers stand neutral while 23% strongly agreed with the
statement and 15% of the consumers disagreed with the statement.

Q:06 they handle queries of customers

properly?

S.A
2% 14%
A
22% N
D
S.D
31%

31%

This question is about the queries of customers that whether they handle the queries properly or not so
31% stand neutral while 31% agreed with the statement, 14% strongly agreed with the statement while
22% disagreed with the statement and the remaining 2% strongly disagreed with the statement.
 Q:07 they provide proper knowledge about
their offerings?

S.A
4%
10% 22% A
N
D
S.D
24%

41%

This question is about that whether they provide proper knowledge about the products or not. 41%
agreed with the statement while 22% strongly disagreed with the statement, 23% stand neutral while
answering this question, 4% strongly disagreed with the statement and remaining 10% disagreed with
the statement.

Q:08 the store is well maintained in terms of

cleanliness?

S.A
5%2% A
25% N
25% D
S.D

43%

This question is about that whether the store is cleaned or not. 43% agreed with the statement, 25%
strongly agreed with the statement, 25% stand neutral while giving answer about this question, 5%
disagreed with the statement and remaining 2% strongly disagreed with the statement.
 Q:09 they handle all the customers properly
in busy hours?

S.A
2% 11%
13% A
N
D
S.D

38%
36%

This question is about whether they entertain all the customers properly in busy hours or not. 38% of
the consumers agreed with the statement,36% stand neutral, 13% disagreed with the statement, 11%
strongly agreed with the statement while remaining 2% strongly disagreed with the statement.

Q:10 their employees/staff are cooperative?

2%
14% S.A
24%
A
N
D
S.D
27%

33%

This question is about the behavior of the employees whether they are cooperative or not. 33% of
consumers agreed with the statement, 24% strongly agreed with the statement, 27% stand neutral
while answering about this question, 14% disagreed with the statement while remaining 2% strongly
disagreed with statement.
What we have learned from this project
We have learned that how the markets work practically.
We learned about different consumer behavior from
different backgrounds. We learned that how they
marketise their products and influence different
behaviors of consumer. The most important thing that
we learn during this project was the practicality of
marketing strategies that we learn during our study here
at szabist.

RECOMMENDATIONS
1: They should focus on their core product which is
biryani.
2: They should train their employees so that they can
entertain more customers during busy hours.
3: The prices that they charge should be same because
they charge different price in latifabad and Qasimabad.
4: They should offer Deals in order to attract more
number of customers.
CONCLUSION

Firstly, thanks to Sir Ikram for providing this opportunity

Finally, after all this research we conclude that the
consumers are more influenced by the prices of the
products than other factors. Consumers also gets
influenced by the environment or the interior décor of
the outlet.