BUSINESS RESEARCH METHOD PROJECT

ON

RED ROCKS

Project report submitted to the

Indian Institute of Management Rohtak

In partial fulfilment for the award of the diploma

of

Post Graduate Diploma in Management

by

Agastya Shikhar Ayush P Waghmare Jyotiranjan Raj Nishant Garg

Indian Institute of Management Rohtak

March 18 2018

© 2018 Agastya Shikhar Ayush Waghmare Jyotiranjan Raj Nishant Garg.

All rights reserved.

i
 Acknowledgement

I take this opportunity to express my gratitude to the people who have been instrumental in
the successful completion of this project. I would like to show my greatest appreciation to
Prof. Gopal Das. I can’t say thank you enough for his tremendous support and help. I feel
motivated and encouraged every time I attend his meeting. Without his encouragement and
guidance this project would not have materialized.

The guidance and support received from all the members who contributed and who are
contributing to this project, was vital for the success of the project. I am grateful for their
constant support and help. I have taken efforts in this project. However, it would not have
been possible without the kind support and help of many individuals and organizations. I
would like to extend my sincere thanks to all of them.

I am highly indebted to Mr Vikram Joon for his guidance and constant supervision as well as
for providing necessary information regarding the project & also for his support in
completing the project.

I would like to express my gratitude towards my parents & member of IIM Rohtak for their
kind co-operation and encouragement which help me in completion of this project.

I would like to express my special gratitude and thanks to industry persons for giving me
such attention and time.

My thanks and appreciations also go to my colleague in developing the project and people
who have willingly helped me out with their abilities.
DECLARATION

I certify that

a. The work contained in the project is original and has been done by myself.
b. The work has not been submitted to any Institute for any degree or diploma.
c. I have followed the guidelines provided by the Institute in writing the project report.
d. I have conformed to the norms and guidelines given in the Ethical Code of Conduct of
the institute.
e. Whenever I have used materials (data, theoretical analysis, and text) from other
sources, I have given due credit to them by citing them in the text of the thesis and
giving their details in the references.
f. Whenever I have quoted written materials from other sources, I have put them under
quotation marks and given due credit to the sources by citing them and giving
required details in the references.

_______________ ________________ ____________ ___________

Agastya Shikhar Ayush P Waghmare Jyotiranjan Raj Nishant Garg

(PGP08069) (PGP08079) (PGP08090) (PGP08101)

Executive Summary

This report is a business market research on a restaurant cum bar – Red Rocks. Red Rocks
has witnessed a low turnout ratio in the segment of non-drinkers ever since the inception of
the entity. A market research has been performed on the factors that are dealing with poor
performance with respect to the company’s perspective. On Discussion about the possible
issues and threats to the restaurant, a research objective has been analysed on the basis of the
symptoms consulted from the owner. With many different issues, few particular issues are
highlighted and worked upon for the project which seem to be important than other issues. A
majority of non-veg and alcohol (in families) consumer in the population has a positive
impact on turnout of non-drinkers. Low pricing results in high turnover of non-drinkers.
Good ambience has a positive impact on non-drinker turnover.

The issues and the related possible outcome is then taken into consideration for the business
research method and sample is taken from a population sample of the data. To examine the
effect of drinking and food habits/culture, pricing, ambience on the turnout of non-drinkers.

Questionnaire is made in relation to the issues and the questions to customers and other
sample size. This is circulated and data is collected for analysis. Detailed analysis is been
done with the appropriate research method. A detailed analysis report is generated at the end
stating the possible reasons for the issue and the impactful factors that needs to be
concentrated on. At the end, a conclusion is drawn to the owner that that Food Culture(FC) or
Price(P) has a significant effect on turnout ratio.
 CONTENTS

Page no

Title page i

Acknowledgement

Declaration

Executive Summary (major findings, conclusion and recommendations)

Contents

Chapter 1 Introduction 1

1.1. Problem definition (Background to the problem and statement to the problem)

Chapter 2 Research Objective

1.1. RQ/Hypothesis/conceptual framework

Chapter 3 Research Method

3.1. Nature/design of research

3.2. Data (types of data) and Data collection tools (describe

questionnaire/experimental design or other tools)

3.3. Population and Sample (define population, sample, sample size, and
sampling technique)

Chapter 4 Fieldwork/Data Collection (Describe how did you collect data)

Chapter 5 Data Analysis, Results and Discussion
5.1. Sample profile (demographic profile of your sample)
5.2. Statistical analysis techniques (Descriptive/Inferential).
Chapter 6 Implications of the results and Recommendations
Chapter 7 Limitations and Caveats

Chapter 8 Conclusion

References

Appendix Questionnaires and statistical outputs

Chapter 1 Introduction

1.1 Problem Definition

Symptoms

Decision Maker – Vikram Joon

Designation – Owner/Manager at Red Rocks Café/Restaurant/Bar

Red Rocks is a Café cum Restaurant cum Bar which was opened on 14th Feburary’16 and is
situated in Pacific City Centre Mall, Rohtak.

Red Rocks has witnessed a low turnout ratio in the segment of non-drinkers ever since the
inception of the entity.

When we enquired about the above problem, he wasn’t exactly sure about the reason behind
this. He had several thoughts in his mind regarding the problem which revolved around the
culture of the state and location in which it is located.

Management Decision Problem

How to increase the turnout of non-drinkers in the restaurant along with the expansion plans.

Business Research Problem

What factors contribute to the people going out for food and how is it different for drinkers
and non-drinkers.

Chapter 2 : Research Objective

Statement: To examine the effect of drinking and food habits/culture, pricing, ambience on
the turnout of non-drinkers.

Hypothesis:

H1: A majority of non-veg and alcohol (in families) consumer in the population has a
positive impact on turnout of non-drinkers.

H2: Low pricing results in high turnover of non-drinkers.

H3: Good ambience has a positive impact on non-drinker turnover.

Model:

(+ve)
Food Culture

(-ve)
Non-drinker
Pricing
Turnout

(+ve)
Ambience
Chapter 3: Research Method

3.1 Nature of Study: Exploratory

3.2 Data Collection Instrument: Questionnaire

Scale: Both Metric and Non-Metric

3.3 Sample:

Convenient Sample from University Students and some professors

Population Sample : 500

Sample Size : 71

Chapter 4 Fieldwork/Data Collection

Chapter 5 Data Analysis , Results and Discussions

Chapter 6 : Implications of the results and Recommendations

From the above regression test, we can see that at a significance level of 0.05, only Ambience
(A) has a significant positive(Beta= .283) effect on the turnout ration of non-drinkers.

However, from this sample of data, we cannot establish that Food Culture(FC) or Price(P) has
a significant effect on turnout ratio.

Chapter 7 : Limitations and Caveats

Chapter 8 : Conclusion
References
Appendix

Questionnaire