Department: MANAGEMENT SCIENCES

Course Title: MARKETING RESEARCH

Assignment # MARKETING RESEARCH REPORT
Semester: BBA 7D
Date: 11-01-2021

Submitted by
Names (Registration ID)
1. Muhammad Rafi Khan (02-111182-278)
2. Zarfashan Batool (02-111182-294)
3. Hania Sharif (02-111182-341)
4. Anisha (02-111182-180)
5. Farah (02-111182-288)

Submitted to: / Supervised by: / checked by:

Sir ADNAN BUTT

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 Table of Contents

INTRODUCTION OF COMPANY: ...........................................................................................5

1.1 Owner Profile: ............................................................................................................... 6
INDUSTRY DESCRIPTION: .....................................................................................................6
PROBLEM STATMENT: ...........................................................................................................7
FINANCAIL POSITION: ............................................................................................................8
TARGET MARKET: ...................................................................................................................8
RESEARCH METHODOLOGY: ...............................................................................................8
1.1 Research Design:....................................................................................................9
1.2 Data Analysis Method............................................................................................9
1.3 SamplingTechniques...........................................................................................10
1.4 Primary Scales Of Measurement:.......................................................................11
1.5 Scaling Techniques:...........................................................................................11
RESPONDENT PROFILE:....................................................................................................13
DATA COLLECTION INSTRUMENT: ..................................................................................22
1.1 Primary Research Instrument. .................................................................................. 23
1.2 Focus Group..................................................................................................................23
DATA COLLECTION METHOD: ...........................................................................................23
1.1 Questionnaire. ..............................................................................................................23
1.2 Interviews. ....................................................................................................................24
1.3 Observation ..................................................................................................................24
1.4 Documents and Records.........................................................................................24
RESEARCH FINDINGS: ..........................................................................................................26
SUGGESTION FOR THE COMPANY: ..................................................................................27
REFRENCES: ............................................................................................................................28

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 Acknowledgement:

We would like to acknowledge Sir Adnan Butt who taught us marketing research in a way that we
are now able to analysis the marketing problem in a much better way than before. We also like to
acknowledge particularly the owner of the Randhawa Fast Foot who gave us chance to work on
his business and they shared the data of business with us to make it clear. The members in this
research are Muhammad Rafi Khan, Hania Sharif, Anisha, Zarafshan Batool and Farah contribute
their major role to collect data and analyze the given data in context of the teaching of Sir Adnan
Butt. In last we would like to acknowledge all the respondents who gave us feedback to analyze
the problem in much better way by providing constructive and valuable suggestion and feedback.

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 Executive Summary

Marketing research conducted by us on December to analyze the problem of RANDHAWA FAST

FOOD. During an in-depth interview, the owner of the Randhawa Fast Food told us that they are
facing two major problems that need to get solved. The first problem they have mentioned is
stagnant sales, and the second problem is brand awareness. These problems were identified by the
owner so we conduct primary research to analyze the market and reasons behind these problems.
We conducted surveys from the customers of Randhawa fast food, and they gave us a very
insightful feedback through questioners. The Likert Scale survey consist of multiple question to
identify the completion, strength and weakness as well as opportunity and threat of the
restaurant. After the deep analysis of the data we ended up that there are number of causes to
stagnant sales & lacking in brand awareness including, lack of marketing & promotion activities,
uncomfortable ambiance, insufficient space to serve the customers, and the lack of home delivery
services. These causes would have become the devastating threat to the Randhawa Food if they
don’t get solved as soon as possible. As there is tough competition in the marketing Randhawa
fast food is unable to grow rapidly in the way they should. As they are facing strong competitor
KABABJEES RESTAURANT & BAKERS HIGHWAY in the region, on a great extent there are no strong
competitor near by the RANDHAWA FAST FOOD. After all these causes of declining the sales, we
have suggested few effective ways that would lead to generate more sales for RANDHAWA FAST

FOOD and would build an impressive brand awareness in the market.

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Introduction of Company:
A fast-food restaurant located in Quetta town near to superhighway. It is named “Randhawa Fast
Foods”. This name is correlated to the owner's cast, which is called to as "Randhawa." It is a
family-owned firm that began operations on October 12th, 2021. Despite the fact that a
restaurant was just opened up three months ago, consumers are pleased with the quality of the
products and services provided, as they have no major competitor there. During an in-depth
discussion with the owner, it was discovered that they took a risk by opening a restaurant. They
were new to the restaurant industry and lacked expertise and skills. Furthermore, they were
generating Rs. 36,000 in rental revenue from two shops before to opening the restaurant. But
they took the risk again of Rs.36, 000 and started the business in the same two shops. They
initially invested Rs. 800,000 to Rs.100, 000. But they were confident because of no rival.
Currently, there are nine employees on the premises, including chiefs, waiters, and a single rider.
The restaurant is offering variety of food consisting of; varieties of Mutton-Karhai, verities of
Chicken-Karhai, Murg makan Karhai, Murg malai Karhai, Murg Achari Karhai, Chicken Bandi, Beef
green Karhai, differnt types Roles, Sandwiches, spicy barbecue, Burgers, Broast chicken and Fries
with other beverages and drinks offered by a restaurant on a different prices.

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Owner Profile:
It’s not a sole proprietor business, but a family business owned
by a father and his three sons. Father named Muhammad
Boota. He is currently serving a Sindh police as a telephone
operator. After completing the matriculation, now two of his
sons Kamran and Imran are also serving the Sindh police as
constables. The remaining elder son named Sufiyan, he is a
tailor in his own shop. The business idea was developed by
Kamran & Imran and they both urged their father to work on
food Industry. As they had an insufficient initial investment.
Initially, the father denied but later on, he agreed and now he
is happy with his sons’ decision. The owner of the restaurant
is the father but as they are joint family so his son contribute their role in a business, other than
that none of them got educational degree for food industry, but they got experience of the
food industry by the time.

Owner Vision:
The owners’ vision is based on providing the best quality and expanding the branches of
RANDHAWA FOODS across different locations in Karachi. During an interview, it was noted that
they will surely go for the expansion of their business but after getting at least three to four years
of experience and building a reputation in the market. According to them “Quality is everything”.
According to them, if the quality is premium, the price can never be a barrier. So, the first and
the foremost priority of “RANDHAWA FAST FOOD” is quality.

Industry Description:
Our research extended to the food industry, we look in depth analysis of Pakistan’s food industry
to get better understanding of food consumption and food business in Pakistan. After textiles,
the food and beverage processing industry is Pakistan's second largest industry, accounting for
27 percent of value-added production and 16 percent of manufacturing employment. From 2012

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to 2018, food processing contributed for an annual average of $223.5 million in FDI. Most of the
food industry in Pakistan is concentrated in Punjab (60%) followed by Sindh (30%), KPK (6%),
Baluchistan (2%) and ICT (2%). Pakistan’s food processing industry is broadly categorized into the
following 4 sub sectors:

1. Value-added and frozen food processing sectors, including canned foods

2. Edible oils and Fats Manufacturing/processing units

3. Beverage production units

4. Bakery and confectionary manufacturing unit

As we can Analysis from the data that the food industry has a great potential, Randhawa Fast
Food restaurant can gain great a lot more. According to the Foodies survey we found 418 most
popular restaurant of food are serving to the customer of Karachi, and 379 of them are popular
fast food restaurants, while 38 restaurants popular restaurant are serving Pakistani cosine, and
114 of those restaurants are providing delivery services for customer, 12 restaurant’s prices range
are expensive. Through research we also evaluated that about one-third population consume fast
food. The results of this research showed that in Pakistan normally people used to eat and buy
fast food between 6 pm to 9 pm. In Pakistan Nuclear family system and joint family system both
consume fast food due to its taste, and the Fast food in this research was categorized as fries,
burgers, rolls, chicken Broast, pizza, sandwiches, and hamburgers whereas fibrous and vegetable
diet included all vegetables in this study. As per the industry potential we can say that trends of
consuming fast in Karachi is increasing day by day so there is a space for Randhawa Fast Food
restaurant and use the opportunities to flourish in themselves in the industry.

• Sindh Food Authority: The food industry of Karachi is regulated by Sindh food Authority
to formulate standards, procedures, processes and guidelines in relation to any aspect
of food including food business, food labeling, food additive, and specify appropriate
enforcement systems. Under the provisions of section 19 of the Sindh Food Authority
Act, 2016 every food operator is required to obtain a license to run a food business.

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 • Marketing and Sales:
Food advertising is popular throughout the world, including in Pakistan. With large firms investing
heavily in marketing, we are more likely to see food advertisements on TV, Billboards, and digital
platforms every other minute of the day. According to the data public watch 500 to 1600 ads per
day and we can estimate that 100 to 1000 are food advertisement so food industry is largely
emphases on advertisement. And if we talk about the sales process of the food industry is now a
days through delivery. According to the FOOD PANDA representative, they deliver roughly
150,000 orders a day – this comes to about 4.5-5 million orders a month. According to rough
estimations, the daily cost on food orders via the site is around Rs76.5 million per day, resulting
in a monthly spend of Rs2.3 billion.
• Food Demand & Production.
As the population of Pakistan is increasing day by day, and numbers of people are moving towards
Karachi, our research findings estimate that food demand in Karachi and Pakistan is more likely to
increase which will worsen the quality of food production. Due to great demand of food number
of foreign companies already operating in Pakistan. Some of major investor working in Pakistan
are:

• Nestle Pepsi KFC

• Unilever Metro cash & Carry McDonald

• Coca-Cola Hyperstar Subway

• Pizza Hut Pepsi

Problem Statement:
Research is a systematic investigation to find new techniques, products, or processes to solve
problems. It’s what comes before the development. The most important step to perform any
research is to identify a problem that needs to be solved. Therefore, it is necessary to define a

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research problem before starting the actual research process as we are conducted the interview
from Randhawa restaurant’s owner. We met with the owner of the restaurant as when we asked
for the problem that they are currently facing they said there are major two problems they’re
currently facing which are “stagnant sales & brand awareness”.

Financial Position of Company:

Monthly Income Statement Of Randhawa Food

(Rs.25,000x30days)
Sales Rs.750,000

Less: Cost of Good Sold

(Rs.13,000x30days)
Food & Condiments (Rs.390,000)

Gross Profit Rs.360,000

Less: Operating Expenses

(Rs.7,000x30days)
Wages Expenses Rs.210,000

(Rs.2,000x30days)
Utilities Expenses Rs.60,000

(Rs.500x30days)
Misc Expenses Rs.15,000

Total Operating Expenses (Rs.285,000)

Net Profit Rs.75,000

Target Market:
A target market is a group of potential customers that you identify to sell products or services to.
Each group can be divided into smaller segments. Segments are typically grouped by age,
location, income and lifestyle. As we’re working on a restaurant industry our target market is

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based on social class, location, and age. Market not only identifies the customers who are most
likely to buy your product, but also identifies the best way to reach them. RANDHAWA FAST FOOD
is not engaged in large capacity that’s why they are not able to target all classes. According to
social class, their target market is upper middle class & middle class. As they are located in Quetta
town, their main concern is to target the customers in a same area, their target market mostly lie
between the age group of 25 to 35.

Research Methodology:
The research methodology simply refers how a researcher systematically designs a study to
ensure valid and reliable results that match the goals and objectives of the research. The
research is concerned with understanding the problems of RANDHAWA FAST FOOD. This part
focuses on which method of data collection was used to get the most valid information for this
research, it will also explain how respondents of this research were selected, such as who and
how many people were directly or indirectly involved for getting most reliable and appropriate
data to be received The solidity and rationality of this research will also be discussed. Finally it
will consider how the data established and analyzed.

1.1 RESEARCH DESIGN:

The research design of a study modify the basic approach that researcher use to answer their
research question. It is important that the researcher choose most appropriate design for
achieving the aims of the research. We conducted an exploratory research, which defined as
research used to investigate a problem that is not clearly defined. It is conducted to gain a better
understanding of the existing problems, but will not provide conclusive results. For such
research, a researcher starts from a general idea and uses that research as a means of
identifying problems that could be the subject of future research. An important point here is
that the researcher must be prepared to change direction based on the release of new data or
ideas. Such research is usually done when the problem is at an early stage. In addition we have
also done research method with observation survey.

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1.2 DATA ANALYSIS METHOD:
The goal of qualitative data analysis is to examine, and interpret significant patterns or topics
emerging from the data. The meaning of the patterns and topics is determined by the respective
research question. There are three general steps to which we followed for analyzing qualitative
data.

1. Data reduction.
According to this phenomenon, the researcher selects particular featured data that are
emphasized, minimized, or set aside for the project at hand. As we have gathered data from
many sources to find out the genuine conclusions of the research, we discard irrelevant data.
Some respondents provided inaccurate or erroneous information, which could lead to
misunderstandings or mislead in determining the specific solution to a problem. Like those
respondent who answered on the bases comparing Randhawa Fast Food to international is
irrelevant to do.

2. Data display.
Data Display is one of the effective method to analysis the data, the researcher has to show the
visual interpretation of the data, by the use of tools such as the diagram in the matrix, the screen,
patterns and relationships in the data. In this research we use survey form for displaying our data.
The research conducted in form of survey and as we receive responses for batter understanding
we covered the written response into pie chart form and represent the data in form of
percentages. The tool we use for display day is Excel.
3. Conclusion drawing and verification.
This part revel the researcher consider is the meaning of analyzed data and assess its
implications for the research question at hand. The assessments of the measurement tools
and survey responses we were satisfied about the validity of data. After the visual
representation we were able to conclude the research through cross check the verification
of the responses we got. By the proven responses we draw valid conclusion about the
restaurant problem.

1.3 SAMPLING TECHNIQUES.

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The sampling plan involves deciding from whom to collect the data (i.e. the sample). There are
many sampling options, but the two main categories of sampling design are probability sampling
and nonprobability sampling.

SAMPLING
TECHNIQUES

NON
PROBABILITY
PROBABILITY

CONVENIENCE JUDGEMENTAL QUOTA SNOWBALL

SAMPLING SAMPLING SAMPLING SAMPLING

Probability sampling means that you use a completely random sample of the group of people
you are interested in this group is called a “population”. By using a completely random sample,
the results of your study will be generalizable to the entire population.

Non-probability sampling, on the other hand, does not use a random sample. For example, this may
involve using a convenience sample, which means that you would interview or survey people to whom
you have access perhaps your friends, family, or colleagues, rather than a true sample. Random which
might be difficult to achieve due to resource constraints. With non-probability sampling, the results
are generally not generalizable.

In this study we used non probability sampling for executing our research. Furthermore we
thought convenience sampling is the most suitable sample for our research. Convenience
sampling is a non-probability sampling technique in which subjects are selected based on their
convenient accessibility and proximity to the researcher. As we above mentioned it is easy to
collect data from friends, colleagues, and closest circle. We used small sampling size for
approaching final result. We collected data from 10 to 20 existing customers of the restaurant.

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1.4 PRIMARY SCALES OF MEASUREMENT:

NOMINAL ORDINAL INTERVAL RATIO

SCALE SCALE SCALE SCALE
As we know there are four primary scales of measurement; nominal, ordinal, interval, and ratio.
According to research we adapt ordinal scaling for measuring quality and service performance of
the restaurant. Because in ordinal scaling you can use an ordinal scale for research and survey
purposes to find the highest or lowest value in a data set. The scale indicates the size of the
variable. So we have pick out there is lack of awareness among the targeted region, and low
budgeting power of the restaurant. It comprises the theoretical analysis of the problem with the
main reasons of that problems.

1.5 SCALING TECHNIQUES:

The scaling techniques commonly used in marketing research can be classified into two scales,
comparative and non-comparative scales. In this research we use no comparative scale. This
phenomena develop one of two types of scaling techniques in which each stimulus object is
scaled independently of the other objects in the stimulus set. Non comparative scales can be
continuous rating or itemized rating scale. The itemizes scale further divided as Likert, semantic,
differential, or staple scales. It is the broad scaling techniques in marketing research. In this
research we adapt Likert scaling.

Continuous
likert
Non Rating Scaled
Comparative
Scaling Scaling Itemized Rating Semantic
Techniques Scale Differential
Comparative
Scaling
Stapel

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Type of Research:
According to study of research we all know there are many types of research but in this project
we acquire primary data because it is one hand data which we have collected by hand to hand
from consumers. Furthermore we adapt qualitative research. This type of research has long been
well received by social scientists because it enables researchers to examine the meanings people
attribute to their behavior, actions, and interactions with others. In addition there are two types
of qualitative research, direct or in direct. It is further divided more but our research
characterized by a direct qualitative research of data because it is most suitable for this research.
In the sub part of direct research we adapt focus group and depth interview. Interview and

focus group session is the best method to identify the key terms collecting pure data. We
also conducted abdicative approach, basically abdicative approach is the combination of
qualitative approach with testing and verifying research problem with deep analysis. After visiting
of RANDHAWA FAST FOOD we are able to find out exact problem of a restaurant. Owner of
restaurant reveals that the restaurant is facing stagnant sales, brand awareness, and are some of
basic problem identified. After the identification of research problem we began research process
for that purpose we use qualitative method. The purpose of qualitative method is to collect the
new information for the new problem with the new approach.

MARKETING RESEARCH DATA

SECONDARY
PRIMARY DATA
DATA

QUALITATIVE QUANTITATIVE
DATA DATA

DIRECT INDIRECT

FOCUS GROUP DEPTH

INTERVIEWS

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Respondents Profile:
It is a profile that entails people taking part in a study and answering questions on a
questionnaire. In order to undertake study on a specific subject. As part of our market study, we
looked into the Randhawa Foods restaurant. Customer age, income, education, gender, and
social class are all factors to consider.
Name Age Professional
Status

Imran Asif 26 Office Employee

Khurram Ali 28 Office Employee

Sufiyan 28 Office
Employee

Asad 29 Office Employee

Ali Ahmed 30 Office Employee

Idrees 31 Office Employee

osama 34 Office
Employee

Bushra 36 Senior Manager

Amna 38 Assistant manager

Javeria 40 Manager

Iqra 40 Manager

Bilal 43 Manager

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 Farooq 44 Senior Manager

Ahmed 44 Manager

Naveed 45 Sales Manager

Mussa 23 Labor

Iqbal 24 Worker

Amjad 17 Labor

Amir 19 Worker

Salman 22 Worker

Babar 23 Labor

Humza 25 Worker

Questionnaire/Survey form:
Q1: How would you rate the quality of Food at Randhawa?

The survey shows most of the people are satisfied with the quality of food while some of them consider
with neither good nor bad. Which there strength can be the quality of food.

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Q2: How is the Ambiance of the Restaurant?

The results shows the restaurants’ ambiance is not impressive enough to and enjoy the food
while some people consider them comparatively batter, which means as per the professional and
social status people rate the ambiance of the restaurant.

Q3: How is the Service quality of the restaurant?

Response on quality of service is impressive, mostly customer showed that the waiter and other
staff are cooperative and piolet in dealing with customer, and customer receive their order very
quickly.

Q4: Where did you first hear about RANDHAWA FAST FOOD?

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Randhawa has strong word of mouth. Families and friends are their great source of marketing their
Restaurant. And the data shows their social media presence is not effective.

Q5: How often do you dine at or order from RANDHAWA FAST FOOD?

To check the repeat purchases of customer we come to know by the responses that majority of
customer repeat the food purchase, which indicate that the customer loyalty rate for Randhawa
is strong.

Q6: Are the range of prices justifiable for you?

In the current time period due to COVID people are now more concern about price because of
great inflation and restaurant compete over price, and here all type of customer are satisfied.

Q7: Rate your overall satisfaction from the restaurant?

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The results shows overall customer are satisfied from the performance of the restaurant. But the
customer who stay neutral on this question to show the performance of the restaurant is
neither bad nor good.

Q8: Is there anything about RANDHAWA FAST FOOD you would improve, and if so, what?

According to customers RANDHAWA FOODS need improvement in delivery/lead time, space and
ambiance on which they must work on .There is not enough place for customers to dine in during
rush hours or on weekends.

Q9: what is the difference between RANDHAWA FAST FOOD and other fast food restaurant?

Quality and price are their main objective which shows Randhawa foods is more concerned with
quality and price rather any other factors where other restaurants main focus is profit and sales.
According to the customer survey quality and price are the competitive tool of Randhawa, due
to which people prefer Randhawa over other restaurant.

Q10: Is RANDHAWA FAST Food providing all type of food at good quality?

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As there are many restaurant who just focus on one product and are lacking in quality of other product,
but customer are happy from all type of food the restaurant serve.

Q11: Do you consider it safer and peaceful to Visit RANDHAWA FAST FOOD?
The below data indicate that more than 90% customer consider the place environment friendly
which indicate that in future it will help them to boost the sale as they environment is conducive.

Q12. How many times you din-out in a month?

The number of din-out represent how much people spend on food per months and how to
capture the valuable customer and to get life time value from them. We can interpret from the

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responses that customer of Randhawa spends moderate amount on food per mot. At the other
hand the focus of Randhawa should be those customer to din-out once a week.

Q13: Would you prefer quality food or convince or cost effective food (Price Conscious)?

It is apparent that almost everyone is willing to pay for high-quality food. When a customer
receives delicious cuisine, price isn't as significant. Although convenience is a significant
consideration, we know that the majority of the survey respondents are men who are not bother
with convenience.

Q14: would you prefer to come along with family or Friends or you prefer to come alone, justify
with reason.
Many of them prefer to go with friends or go with parcel thing instead of family because of insufficient
space.

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Data Collection Instrument:
To conduct a research we have to look for different instruments to make a research more
effective and efficient. We used the different tools and instruments to gather an accurate data,
such as, in-depth interviews, Questionnaire, observations, and documents & records. Other than
these tools we also had conducted the meeting with the decision makers (DM) to get facts and
audit, vision, and the business plan of the restaurant. All these tools had provided us a great
experience to deal with the problems, their causes and the suggestions for the restaurant.

Primary research Instrument:

It's a research originated by a researcher for the specific purpose of addressing the problem at
hand. Currently, Randhawa foods which is just at its introduction stage is facing a problem of
stagnant sales and brand awareness that called collection purpose. For which we did primary
research by taking in person depth interview and asked them to fill out the survey form known
as Collection process. To gain more knowledge and insights of newly established business would
help in the future as well. Whereas, price is not their main focus but quality is their main element
to be focused on. It is basically, "Quality Concisions” Business. Collection time is maximum two
weeks. Collection cost was not there because it was one of our group member friend's restaurant.

Focus Groups:
Focus group is one of the most effective and popular market research methods available Used to
gather qualitative data and in-depth insights, they enable researchers to collect information on
anything from products and services to beliefs and perceptions in order to reveal true customer
attitudes and opinion. Our focus group consists of 10 to 20 customers who provided us feedback
about overall performance of the restaurant.

Data Collection Methods:

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Depending on the researcher's research plan and design, there are several ways data can be
collected. Here are some commonly used research methods to address the problem.

Questionnaire:
Is a research instrument consist series of questions for the purpose of gathering information from
respondents. To set a questionnaire we looked for an idea of making questionnaire on internet
and then we made a questionnaire which have around ten to fifteen close ended questions. The
reason that we put close ended questions is to get insights of the restaurant and easily figure out
the solution for the problem. Therefore, questions were all set in English. But the answer of those
question were given in Urdu because the owner and majority of people were Urdu speakers and
felt more comfortable while answering in Urdu. Later on, we converted all those answers into
English language.

Interviews:
We have conducted unstructured in-depth interview with the owner of the restaurant. That
comprehensive interview helped us to understand the RANDHAWA FAST FOOD problems and its
resourcing including financial standing. It also helped us to gather the accurate causes and suggest
the suitable findings for RANDHAWA FAST FOOD.

Observations:
The researcher participates in the action or events to not only observe others but to gain firsthand
experience as well. When we visited Randhawa foods physically. We observed many other
factors/elements out there. Including Customer buying behavior, food preference in a sense
which dish is being to order the most by customer, likes and dislikes, number of customers visit
the entire day, either it is a family based or non-family based, how many items they offer, and
services. Restaurant with small size under one roof where they had separate kitchen and cash
corner.
Documents and records:
We got the financial standing of the restaurant with the help of their financial documents and
records. We also got their daily sales and expenses records from their financial recordings. While
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conducting interview we turned the recording on of cell phone and recorded the whole
conversation that we had to provide evidence fill out survey and recorded a video of shop as well.
In addition, we all group members listened to recording again go through the survey form and
created a short summary document by highlighting the key points of the topic.

Research Findings:
The purpose of this research was to identify the reasons of the problem identified by the Owner
and to recommend effective solution. As come across the conclusion of the research is the firm
is two main problem, after the survey and observation we identified the reason of these
problems, the ambiance of the restaurant is not convincing enough for customer, so that
customer can din-in along with family. Due to which the numbers of the customers are
comparatively less than other food restaurant normally have. Moreover, after a deep analysis of
the survey conducted and Sindh food authority (SFA), we get to know that the food industry has
a great potential, as there is huge consumption of food per day in Karachi, 50% of customer din-
out twice a month while 16.7% din-out once a week, and almost none of them bother to convince
food, people prefer quality food over other things, and we observe that customer of Randhawa
consider the food provided at the restaurant if quality food with affordable range, which increase
the satisfaction level and increase the words of mouth as one marketing tool. In this research
customer consider the poor ambiance is missing part in Randhawa Fast Food restaurant. As we
conduct the survey in surrounding of the Quetta Town region we find out that lack of brand
awareness is another reasons of the stagnancy in the brand. Furthermore through deep findings
they are nowhere in social media, lack of promotion of brands cause problem to increase the
sales per day. Our research findings shows that not getting more customer is restricting the firm
to go for expansion plan. Now they are unable to expand number of employees to deliver food
to customer. As mostly customer are satisfied from the price range but are not happy with the
space they are providing for customer services, customer sometimes wait for their turn to get

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their meal. The research effectively conclude that the problems Randhawa facing can be
controlled through effective decision making, and through proactive leadership qualities.

Suggestions for the Company:

Now we have a clear Picture of research finding, by the help of which we can safely suggest the
solution to the firm, afterward looking to the problems the main solution can be following;

1. Going towards digitalization, as we have seen they have neither presence on social media
sites nor Google My Business, now in a digitalized world you have to stay active on social
sites to show your presence to your competitor. And now a days the cost effective method
of increasing the number of customer is show your existence on social media. If they
cannot afford advertisement, email marketing, or Panaflex. So they can simply at go with
just showcase them on Instagram, Facebook and on twitter so that more people know
about their existence. The message they should deliver must be to encourage to initiate
to try the food in the restaurant. And as many people are concern about pricing so they
first want to know the prices to they can put some of product pictures along with prices
so that people convince themselves to go long way to try the food.

2. Variety of food will increase the number of sales, as they are more focused towards dinner
or launch so they also need to come up with the breakfast menu to increase the turnover
of customer for morning meal.
3. As there is only one deliver Boy due to which lead time is increasing and it leads towards
customer dissatisfaction by not getting warm food so they need to increase the delivery
boys or they can register their business on Food Panda or on other Food delivery apps like
CareemNow, Cheetay, Eat Oye, Super Meal, Food Genie, Take Away, and Eat Mubarak. I
will help them in two ways, it will help them to increase the brand awareness as well as it
will increase sales.

4. They need to invest money on improving the ambiance of the restaurant where they can
creates peaceful environment. As we have seen People are now a days are preferring
ambiance with quality food so as we can see that Randhawa Fast Food just started their
business so it may be difficult for them to invest great amount on a restaurant so they

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 need to make a fancy wall decoration by 3D printed waterproof wallpaper which help
them to reduce the cost but it will give eye catching look to the restaurant, further they
can place unique design chairs & tables. Other than that they can improve the
environment of by placing the artificial flowers in replacement of original flower, as it
might be costly to place original flower.

5. Another reason of decline or stagnancy of sales is, they are facing is lack of having large
space, as they have only two shops on which one is selected for cooking while another is
for setting arrangement, which is quite small to adjust customer in one shop. We would
like to suggest that they can increase the space by arrange the cooking stuff in a way to
use the space of two also, Other than that they can use the space of in front of the shops,
they can use it as a traditional hut style look by using bamboos as a wall and on top they
can use fairy lights and Some FRAKIN RGB bulb or SIC LED multicolor auto color changing
light Bulb, which will help to flourish ambiance as well as increase the customer turnover
and it will encourages families to come over.

6. Furthermore, although their customer are satisfied enough but they should train their
employee to greet their customer in more impressive and polite way and to train them
unique ways to show politeness towards customer.
7. And now a days, customer suggestion/feedback are most valuable technique restaurants
are trying to improve their performance and to increase the interaction with customer.
Randhawa should also use this method.
And then that these are the all the method we recommend to the RANDHAWA FAST FOOD
restaurant to improve performance and to improve the customer turn over. And these
recommendation are made on the bases of observation and analysis of the restaurant.

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Group member Muhammad Rafi with Restaurant Owner:

….…………………………………. THANK YOU …………………………………………….

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 References:

1. Marketing Research (An applied Orientation) by NARESGA K.MALHOTRA & SARTABHUSAN DASH
2. Foodies website: https://www.foodies.pk/
3. Sindh Food Authority website: http://sfa.gos.pk/
4. Research Paper: Fast Food Consumption Drift in Pakistani Population:
https://www.researchgate.net/publication/263082578_Fast_Food_Consumption_Drift_in _Pakistani
Population
5. Food & Agriculture: https://pakistan.um.dk/en/the-trade-council/sectors-in-focus/foodand-agriculture
6. Report of Innovative Pakistan Food Industry of Global oil and fats business:
http://gofbonline.com/innovatingpakistans-food-industry/
7. Branded Girls Website’s report on Foreign brand in Pakistan :
https://www.brandedgirls.com/international-brands-in-pakistan-list/
8. DAWN NEWS paper’s report Panda’s Business of billions:
https://www.dawn.com/news/1616450

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