Middlesex University

Business School London

MKT 4003 RESEARCH IN MARKETING

Module Leader: Dr. Simon Manyiwa Academic Group: MA Marketing Management January 2010 Names: Manzil Madhwani (M00291693), Alessandra Silverio (M00299174), Andreina Peley (M00289201) Assessment: Group Coursework, Client Research Fernandez Grill Bar Restaurant Date: 2nd July 2009

Table of Contents 1. Executive Summary 3

2.

Background

3.

Research aim, Marketing research question/objective & components

4.

Research design

5.

Data collection equipments Questionnaire

11

6.

Data Analysis and findings

12

7.

Recommendations

20

8.

Limitations

21

9.

Appendix 1.

22

10. References

25

Executive summary The background section explains the history of Fernandez Bar Grill Restaurant, how it came into existence and about the present management of the business. The nature of business is described and how the food and services offered by the Jewish management are directed towards a heterogeneous population. Its positioning difference is split by time frame of day time and night time and it is a place with music entertainment. Its sales figures in past year are taken into consideration and a typical weeks collection explores a big difference between the day hours and night hours and points towards a gap for research on a target market of Middlesex University students. The research question is clearly stated split into three components of awareness, attitudes and determination of favourable competitive positioning. The research design is split into an exploratory phase and the main part of a quantitative research. The mix of approaches for different sections is used and the conclusive research is designed to produce decision outcomes to management problems with use of descriptive and conclusive analysis techniques. Questionnaire section explains the data collection technique employed. The data analysis section deals with the collected data to produce useful information. This is done through descriptive components like univariate charts, tables, graphs and bivariate analysis using T-tests, Chi-square, correlation tests. The analysis and findings lead a way to some conclusions on managements problems and will appropriately guide the course of action for the client. Background Introduction: Mr. Jos Cohens family came in England from Israel in 2000, eager to explore Jewish culture in Europe. Mr. Jos was an experienced and renowned chef in London and his son, Mr. Asi had entrepreneurial skills. They had a desire to open their own restaurant and pub business some day and worked hard for years to accumulate the investment required for that.

In 2009, the desire became reality for the Cohens family and they started their family owned business1. Mr Jos Cohen and his son Mr. Asi bought a business located in Hendon to start their own restaurant-bar. They selected the location as it is near to the Jewish populated area in Golders Green and considering the Jewish population staying in Hendon2. The place was originally a Polish bar called The White Bear. At the end of 2007, the Polish pub was replaced by Fernandos Chicken Grill Bar3 which was owned by an Israeli business man. There were some management conflicts and just few months later, on in September 2008, there was a name change and it was now called Fernandez Chicken Grill Bar4 and once more just in few months same situation arrived and it was renamed Don Fernandez Grill Bar. When Cohen family bought it, they decided to name it as Fernandez Grill Bar Restaurant in order to keep the familiarity of the brand name in mind of the clients. Family Business: It is a family owned and family run business where Mr Jos is the owner and while his son Asi is the manager. They have a staff of two chefs/cooks and twelve people for serving, cleaning and maintaining and are split into two shifts of day and night hours. Products and Services: Cohens family introduced its own Jewish notion of providing typical and good quality at value for money prices on Fernandez. The food is basically kosher (a Hebrew word) food which is meant to be very hygienic and of high nutritious value and is widely accepted even by all non Jewish communities around the world 5. In fact, a large variety of food is offered to the public, mostly characterized by meat such as schawerma, lamb, chicken, burgers and halal meat, middle eastern cuisine but in addition, they offer a tasty set of vegetarian and ethnic foods and a good range of drinks, children meals, side dishes and mainstream fast food and also provides take away and delivery services.

1 2

Information retrieved from a recorded interview with Mr. Asi Cohen on 12/05/2010 http://www.timesonline.co.uk/tol/travel/destinations/england/article622569.ece 3 http://www.beerintheevening.com/pubs/comments.shtml/8095 4 http://www.keepitkosher.co.uk/directory/details/123 5 http://www.timesonline.co.uk/tol/life_and_style/health/features/article7062789.ece

Fernandez, with its drapes on the ceiling, its comfortable sofas and walls in red and black, offers a pleasant and enjoyable atmosphere, gladden by MTV music played on their numerous TV screens. The restaurant pub is designed to host up to 250 guests divided in spacious indoor with a lounge area and outdoor seating space. In fact, due to its wide capacity it even offers the opportunity to host private events/parties. Sales: It has been possible to determine only the trend of one year of till collections, as Cohens family bought the business at the beginning of 2009. From the exhibit below, that shows the sales of Fernandez Restaurant Grill Pub from January 2009 to March 2010. The sales showed a good response from starting as consumers already anticipated as a place for food and drinks. As it can be observed December was the most profitable month of the year with a sales volume of around 35000 as the period suggests lots of public holidays. From January to March 2010 the sales show a similar slow growth resembling the previous year. Segments and target markets: In order to explore the segments and target markets better, researchers needed to introduce the day and night hours and consider them one at a
Exhibit 1 Trend of Sales FY09 Fernandez Grill

time.

There

are

two

psychographic segments based

on the religion first one formed of Pub Jewish population and second formed of people from all other religions as the servings are liked by them and are religiously acceptable (Baines, Phil & Page, 2007. p223). Jewish population visits the place frequently
Exhibit 2 Day Night split of a typical week at Fernandez Restaurant Pub 5

especially on the night hours mostly because of the cultural connotation of the place even though the positioning is neutral. This segment includes professionals, youths and families with children. Looking at Exhibit 2, the neutral positioning seems to be alright for the night hours. On the other side, the profile criteria based and location based demographic segmentation also emerges for Fernandez due to its location in the vicinity of Middlesex University and hundreds of students passing by during the daytime (Baines, Phil & Page, 2007. p223). However, within this segment it is possible to compass a religiously heterogeneous crowd which can be attracted by the food and drinks offered for various consumers from India, Arabia, Africa and also Europe. We look at the till collections of day and night hours in Exhibit 2, there is significant difference noticed. Exhibit 2 shows a typical week The low collections on the day time address to the second market segment as discussed which is demographic location based segment mainly composed of Middlesex University students. The day hours are characterised by hundreds of Middlesex University students possibly having exposure to Fernandez and still the extremely low collections. The management at Fernandez is aware that this market segment should be targeted now and they have fair chances of getting good business. The fact is as the client agrees, there has been no specific communication to this target segment and Fernandez has a right product mix but they have no idea about the probable outcome if they invest in campaigns to attract customers from that segment. Competitive positioning: The area has places that provide food and drinks such as coffees, pubs, and takeaways and those could be considered Fernandezs competitors. If we group them into indirect and direct competitors, the places located inside the University such as Forum, Costa coffees and a Spar shop who sell food and drinks can be considered as indirect competitors.6 The direct competitors are those located

outside the University, in the same area of Fernandez such as the Noodles shop, the Chicken shop and The Claddagh Ring, an Irish restaurant pub7. However, the most direct competitor may be considered the The Claddagh Ring, considering the type of

6 7

http://www.mdx.ac.uk/facilities/union/index.aspx http://www.claddagh-ring.co.uk/claddagh/index.html

place, which is a pub/restaurant. Management at Fernandez is concerned about their positioning against The Claddagh Ring which offers a sports entertainment environment during day time when Fernandez wants to compete for market. Research problems, Marketing Research Question/Objective and Components Research Aim: Exhibit 2 clearly shows that the collections of Fernandez during day time are too low as compared to night time collections. The management has plans to target the student market as the students from Middlesex University present a great possibility of helping Fernandez to increase their overall market size. Management has not yet executed any special marketing communication strategies to that market segment as they are in an ambiguous situation. Management does not know that will it be able to get return of investments if they keep a strong budget for marketing activities to the students. Before investing, they want to know the awareness and attitudes of students towards going to a place like Fernandez. Weather the overall attitude of heterogeneous population of Middlesex University students towards such a place is positive or negative, will give them a strong reason to invest or not in making strategic communications on platforms like mobile, e-mails, website, social media and in campus communications like sponsoring events and advert placements and special offers. Research questions and their components: 1. To determine the level of awareness of Fernandez within Middlesex Univerity students. Is Fernandez on the way of many Middlesex University students? Or Are Middlesex University students physically exposed to Fernandez? Despite weather or not the students are exposed to the place, are they aware of Fernandez? Are they actually aware of products? What do the students think is being served in Fernandez? Are they aware of the services? What services do students think are offered at Fernandez?

2. To determine the overall attitude of Middlesex University Students towards going to a pub/restaurant during the week days. Do the Middlesex University students actually like to go to pub/restaurnat during weekdays? How frequently do the students go to such places near the university? If they have never been to Fernandez, what are the reasons for that?

3. Determining to an extent favourable competetive brand positioning for Middlesex University students. What are the spending preferences of the students for drinks and food? What do the students prefer for entertainment at a pub/restaurant near the University from Music and Sports? If there are special offers for Middlesex University students would they like to go to a pub/restaurant during weekdays? Research design The Ad-hoc and customised research can be divided into qualitative and quantitative research methods. By using qualitative research methods new problems can be identified. Quantitative research methods develop solutions to a specific problem. The method used in this research is quantitative with an exploratory phase. According to Kent (2007) every research has an exploratory phase which is which is not to be confused with qualitative research. It comes before the main research and helps in shaping the direction. Murray (2003) states that quantitative research methods focus on collecting specific numerical data and characteristics in order to explain a particular phenomenon. This means that quantitative research methods can be used to measure certain aspects of an existing phenomenon. The execution of quantitative research methods is usually carried out by researching a sample n=x via standardised questioning. The generated raw data will then be analysed by using statistical operations. Di Iorio (2005) states that paper-and-pencil based surveys allow participants to answer the questions properly in their own rhythm and time and that they feel comfortable while answering the questions. The research design for this project was structured into two phases. As the problem was not apparent initially an exploratory study had to be carried out in Phase1. After
8

the problem was identified a quantitative research method was applied in Phase2 in order to develop a solution. In the second step the identified problem was confirmed by analysing data from a standardised field research. Phase1: Exploratory phase In the case of Fernandez an exploratory study was applied to gain knowledge about the pub Fernandez as limited information was available through secondary research sources. By conducting an initial interview with the general manager of the company the researchers collected information mainly about the marketing activities, sales promotions and target market. It was discovered that the company had major difficulties to attract costumers during day hours and that it is therefore losing out on sales revenue. The interview showed that the company had difficulties to deliver major components of the marketing mix. Fernandez implements limited or no promotion activities to attract new customers. The quality of food served at Fernandez was different and also the place offers more in terms of services and ambience as compared to its competitor. Phase2: Quantitative Research : The researchers developed three major objectives to be researched in Phase 2 by executing a field study with a target populations of n=124. The first objective was to explore the level of awareness about the pub Fernandez amongst Middlesex University students as these students have been identified as Fernandezs main target market. Low level of awareness will provoke marketing communication activities by Fernandez. If level of awareness is high and still there are no customers during day time will go against the decision of investments. The second objective was to discover the attitudes and habits of Middlesex students towards going out to a pub close the university during week days. The conclusive research is used to assisting (the decision making), determining, evaluating and selecting a best course of action for a certain problem.8 Descriptive research designs are used for some definite purpose and give factual information about the situation and can not identify cause and effect relationship. The research design here is a conclusive research with high amount of a descriptive details and less causal.9 Descriptive statistics like

8 9

http://www.scribd.com/doc/18132239/Research-Design http://spirit.lib.uconn.edu/~punj/m3505.pdf

frequencies, percentage, range, graphs and charts with mean, median, mode and standard deviation will be adopted according to their suitability to represent particular data. According to Gratton and Jones (2004) different research approaches can also be divided into deductive or inductive research. Deductive approach, is associated with quantitative research methods as it involves the development of ideas or hypotheses from existing theories. Inductive approach is linked to finding answers to qualitative questions. It begins with the observation to detect patterns phenomenon which will then generate a tentative hypothesis and conclude with a theory. Researchers have used various methods, approaches and techniques in a combination for one seldom best method. Target population. As the researchers learned by interviewing Fernandezs general manager, client wanted to increase number of customers in day hours. Clearly the target population for this research is Middlesex University students. The Middlesex University is highly ranked in terms of ethnic diversity. The pub/restaurants offers include a variety of drinks and food options which can help attract customers from various ethnicities. Sampling: Based on Fernandezs target market and the target population, a non probability quota sampling technique was used10. This means that the participants were chosen by tentative ethnic origin where other demographic characteristics might be random. Table below shows the heterogeneous sample selected which can be representative of the target market. However, the researchers paid attention that both genders were represented equally in the survey. Also random place sampling technique was used within the quota samples and each day, students in different places within the university were selected. They were persuaded to participate in the study by letting them know the purpose of research and data security. Asia India, China, South-east, Middle-east Europe UK and EU countries Africa All African Nations America US and South America . 50- 55%. 30%-35%. 15-20%. 5-10%.

10

http://www.tardis.ed.ac.uk/~kate/qmcweb/s8.htm

10

Administration: The instrument of the data collection process was a paper-and-pencil based survey questionnaire which not only allowed participants to answer the questions in their own time and at various places but also enabled the researchers to observe the target population and react immediately to questions. The survey was carried out for four days with the use of questionnaire. Data collection equipments Questionnaire The final questionnaire used for data collection is shown in Appendix 1. The lables in blue colour suggest that part was not present in the questionnaire and is for guiding our understaing. There are total 18 questions divided in four sections. 1. First section is labled as Awareness has questions which deal with location aided awareness of Fernandez and level of awareness. Level of awareness is determined from coded response in questions 4 and 5. Where the input to SPSS 15.0 will be the number of options selected by the respondent. The number of items selected will be coded in SPSS for level of awareness of what might be in serving at Fernandez. 2. Second section is labled as Attitudes has questions which help us determine overall attitide and towards going to such a place and the visiting habbits. 3. Third section is labled as Positioning and Competition deals with positioning in terms of price and entertainment provided. 4. Last section is demographics. The questions used have metric, nominal, ordinal and Likert scales as suitable to the data required. Prior to the execution of the survey researchers handed out a limited number of test questionnaires in order to receive a first feedback about the feasibility of the questionnaire. Some minor changes were made in those questions which the test respondents expressed some unconvinience in answering easily.

11

Data Analysis with findings The data collected by the questionnaire were treated as primary data and were fed to SPSS 15.0. Appropriate scales were selected for all variables prior to analysis. Section 1. Exposure and Awareness. Exhibit 4 deals with the exposure of students to Feranadez. The mean on number of days people come to the Univeristy is 3.2903 and of the number of days people go from the Uni to Hendon Central Station is 2.6935. Out of 124, 20 do not face

Fernandez on their way from Uni to their destination and are not exposed to it directly. Chart shows that most of the people attend University and go from University to Hendon Central 2, 3 or 4 times a week with 3 being the median value. This shows the degree of exposure of the students to Fernandez.

Table No 3. Exposure. Days in UNI, UNI Statistics Hendon.

N Mean Std. Error of Mean Median Std. Dev iat ion Range
DaysInUni Frequency 12 17 48 24 16 7 124 Percent 9.7 13.7 38.7 19.4 12.9 5.6 100.0 Valid Percent 9.7 13.7 38.7 19.4 12.9 5.6 100.0 Cumulat iv e Percent 9.7 23.4 62.1 81.5 94.4 100.0

Valid Missing

Day sInUni 124 0 3.2903 .11609 3.0000 1.29272 5.00

MDXt oHDN 124 0 2.6935 .15456 3.0000 1.72111 6.00

Valid

1.00 2.00 3.00 4.00 5.00 6.00 Total

MDXtoHDN Chart 1 . Days in UNI, UNI Hendon.

40

MDXtoHDN Frequency 20 5 32 32 17 7 11 124 Percent 16.1 4.0 25.8 25.8 13.7 5.6 8.9 100.0 Valid Percent 16.1 4.0 25.8 25.8 13.7 5.6 8.9 100.0 Cumulat iv e Percent 16.1 20.2 46.0 71.8 85.5 91.1 100.0
30

Valid

.00 1.00 2.00 3.00 4.00 5.00 6.00 Total

Frequency

20

10

Exhibit 4 Exposure to Fernandez

Mean =2.69 Std. Dev. =1.721 N =124 0 -2.00 0.00 2.00 4.00 6.00 8.00

MDXtoHDN

12

Their awareness is shown in Exhibit 3. It shows that only 22.6% of the respondents are aware of Fernandez at first reference, but when guided with a map and directions, overall 43.5% of the respondents later said that they do know that there is some such place there. Further investigation of awareness is shown in next table which shows the split of Awareness with the number of days travelled by those respondents from University to Hendon Central. The cross tabulation is showed in Table 4.

The number of days in a week the students who are exposed to Fernandez is plotted against their awareness status (Yes/No). It shows that whatever number of days of exposure, consistently the number of

students unaware of the place is always higher than the number of aware students.
13

Exhibit 5 shows the awareness of respondents about the food and services offered at Fernandez. A special coding was used for this display. Respondents selected multiple options from a list of seven. The first column of the table shows numbers from 0 to 7. If respondent selected no option it was taken as no awareness and if 7 options were selected it was considered as Fully aware. 58.1% respondents were not at all aware of the services and 42% were not at all awareness of food. 67% had either no idea or had very less idea of what might be offered in services and 74.2 for food as they selected either of 0, 1 or 2 options.

The Indipendent samples T-tests for Awareness (Yes/No) with Awareness of people about the food and services offered at Fernandez is the next step. This is to check the hypothesis that those who said the they are aware of Fernandez and those who are not aware of Fernandez have equal low level of awareness about the food and services offered there. Separare T-tests were used for food and services shown in tables 7 and 8 in the Exhibit 6.
14

Exhibit 6 T-tests for Awareness (Yes/ No). Table 7. Indpendent T-tests for Awareness (Yes/ No)with level of awareness of food.
Group Statistics Awareness Yes No N 28 96 Mean 2.0000 1.9167 St d. Dev iation .98131 1.01221 St d. Error Mean .18545 .10331

AwarenessFood

Independent Samples Test Levene's Test f or Equality of Variances t-test for Equality of Means 95% Confidence Interv al of the Diff erence Lower Upper -.34416 -.34419 .51083 .51086

F AwarenessFood Equal variances assumed Equal variances not assumed .682

Sig. .411

t .386 .393

df 122 45.123

Sig. (2-tailed) .700 .696

Mean Diff erence .08333 .08333

Std. Error Diff erence .21595 .21228

Table 8. Indpendent T-tests for Awareness (Yes/ No)with level of awareness of services.
Group Statistics Awareness Y es No N 28 96 Mean 1.9286 1.8438 Std. Dev iat ion 1.15241 1.12697 Std. Error Mean .21778 .11502

AwarnessServ ices

Independent Samples Test Lev ene's Test f or Equality of Variances t-test f or Equality of Means 95% Conf idence Interv al of the Dif f erence Lower Upper -.39676 -.41181 .56640 .58145

F AwarnessServ ices Equal v ariances assumed Equal v ariances not assumed .004

Sig. .949

t .349 .344

df 122 43.208

Sig. (2-tailed) .728 .732

Mean Dif f erence .08482 .08482

Std. Error Dif f erence .24327 .24629

15

It shows that irespective of weather they are aware or not of Fernandez as the place, their level of awareness about food and services offered at Fernandez is the same and it is low. Section 2. Attitudes and visitng trends. The attitude of students towards going to a pub/restaurnat near the University during the weekdays was measured on a Likert scale as shown in Chart 3 and Table 9. in Exhibit 7. The mean on a scale of 1-5 was approximately 3.3 and the frequency distribution on Likert shows that the overall response was positive. When asked about visiting a place with special promotions for Middlesex University students, 66.9% said Yes.

Table 10 shows crosstabulation of Promotion with the number of times they visited a pub near the University in last 3 months and with Likert scale of visiting during weekdays. The first part shows that those people who went 3 or more than 3 times

16

never said no in answer to promotions. From those who visited just 0,1or 2 times only, 42 said Yes to promotion, 15 said No and 15 said Dont Know to promotion.
Table10. Promotion Vs. No. of times in last 3 months and Like-Dislike Promotion Vs. Like/Dislike (Pub in week days)
0 Yes No I dont know 24 11 12 1-2 18 4 3 3-4 16 3 5-6 15 5 7-8 4 1 9 and greater 6 2

In the second part, from those who answered Like or Extremely Like or Neither like nor dislike, 68 said Yes to promotion, 11 said No to promotion and 22 said Dont know. From those who answered Dislike and Extremely Dislike, 15 said Yes to promotion, just 4 said No and 4 said Dont Know. Table 11 shows

Yes No I dont know

Extremely Dislike 4 1 1

Dislike 11 3 3

Neither like nor dislike 28 6 13

Like 33 3 6

Extremely like 7 2 3

Table 11. Co- relation : Pub During Weekdays and promotion Correlations
Promotion 1 124 -.040 .659 124 PubWeekday s -.040 .659 124 1 124

Promotion

PubWeekday s

Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N

the

Pearson

Correlation

of

Promotion and PubWeekdays and value of r is -0.40 whici lies in the range r = -0.30 to -0.49 which shows the co-relation is

medium. Overall tendency towards visitin a pub/restaurnat during week days if they set special promotion offers for Middlesex University Students is very positive.
Chart 4. If not visited Fernandez, the most prominent reason.

When

asked

about

the

reasons about not

visiting

Fernandez yet, 9 out of 124 said that they have already been at Fernandez. Most frequent answer was I did never see it and second most frequent answer was My friends do not go there. Along with awareness this might just suggest lack of any visual attraction to the students as they never noticed it as a place communicating anything to them.
17

Section1 and Section2 are tested for relation and displayed in the Exhibit 8.
Crosstab Table 12. Cross Tab Awareness and PubWeekdays Chi Square Extremely Dislike 1 1.4 3.6% 16.7% .8% 5 4.6 5.2% 83.3% 4.0% 6 6.0 4.8% 100.0% 4.8% PubWeekday s Neit her like nor dislike 10 10.6 35.7% 21.3% 8.1% 37 36.4 38.5% 78.7% 29.8% 47 47.0 37.9% 100.0% 37.9%

Dislike 5 3.8 17.9% 29.4% 4.0% 12 13.2 12.5% 70.6% 9.7% 17 17.0 13.7% 100.0% 13.7%

Like 9 9.5 32.1% 21.4% 7.3% 33 32.5 34.4% 78.6% 26.6% 42 42.0 33.9% 100.0% 33.9%

Awareness

Y es

No

Total

Count Expected Count % wit hin Awareness % wit hin PubWeekday s % of Total Count Expected Count % wit hin Awareness % wit hin PubWeekday s % of Total Count Expected Count % wit hin Awareness % wit hin PubWeekday s % of Total

Extremely like 3 2.7 10.7% 25.0% 2.4% 9 9.3 9.4% 75.0% 7.3% 12 12.0 9.7% 100.0% 9.7%

Total 28 28.0 100.0% 22.6% 22.6% 96 96.0 100.0% 77.4% 77.4% 124 124.0 100.0% 100.0% 100.0%

Chi-Square Tests Value .692a .673 .006 124 df 4 4 1 Asy mp. Sig. (2-sided) .952 .955 .938

Chi-Square Tests Value 1.197a 1.116 .001 124 df 2 2 1 Asy mp. Sig. (2-sided) .550 .572 .973

Pearson Chi-Square Likelihood Ratio Linear-by -Linear Association N of Valid Cases

Pearson Chi-Square Likelihood Ratio Linear-by -Linear Association N of Valid Cases

a. 4 cells (40.0%) hav e expected count less t han 5. The minimum expected count is 1.35.

a. 1 cells (16.7%) hav e expected count less t han 5. The minimum expected count is 3.39.

Table 13. Cross Tab AwarenessCrosstab and Promotion Chi Square

Y es Awareness Y es Count Expected Count % wit hin Awareness % wit hin Promotion % of Total Count Expected Count % wit hin Awareness % wit hin Promotion % of Total Count Expected Count % wit hin Awareness % wit hin Promotion % of Total 18 18.7 64.3% 21.7% 14.5% 65 64.3 67.7% 78.3% 52.4% 83 83.0 66.9% 100.0% 66.9% Promotion No I dont know 5 5 3.4 5.9 17.9% 17.9% 33.3% 19.2% 4.0% 4.0% 10 21 11.6 20.1 10.4% 21.9% 66.7% 80.8% 8.1% 16.9% 15 26 15.0 26.0 12.1% 21.0% 100.0% 100.0% 12.1% 21.0% Total 28 28.0 100.0% 22.6% 22.6% 96 96.0 100.0% 77.4% 77.4% 124 124.0 100.0% 100.0% 100.0%

No

Exhibit 8 Crosstabs of Awareness (Section 1) with PubWeekdays and Promotion (Section2 )

Total

The Table 12 and the Chi-Square value 0.692 show the relation of Awareness and PubWeeddays.The response on Likert scale for PubWeekdays is same irespective of awareness. Table 13 and the Chi-Square value 1.197 shows the relation between Awareness and Promotion responses which show that 78.3 % of No within Awareness lie within the Yes of Promotion region. This means that irrespective of
18

weather or not they are aware they Liked the idea of PubWeekdays and said Yes to visiting if Promotion offers are targetted at them. Section 3 Preferences Music/Sports, PopMusic and Price: This section is purely descriptive where Table 14. shows the preference between music and sports and the rating of pop commercial music on Likert scale by students. 37.1% prefered music over sports and 17.7% prefered sports over music, 4% said none and 41.1% would do with either of them. But the overall tendency favours music.
PopMusic Frequency 3 5 42 63 11 124 PopMusic Percent 2.4 4.0 33.9 50.8 8.9 100.0 Valid Percent 2.4 4.0 33.9 50.8 8.9 100.0 Cumulat iv e Percent 2.4 6.5 40.3 91.1 100.0

PlayedPub
PlayedPub

Valid

Extremely dislike Dislike Neit her like nor dislike Like Extremely like Total

Music

Music Sports Either None

Sports Either None

60

50

Table 14. Preference in Music/Sports and Likert for PopMusic. Chart 5. Preference in Music/Sports Pl ayedPub and Likert for PopMusic.
Valid Music Sport s Either None Total Frequency 46 22 51 5 124 Percent 37.1 17.7 41.1 4.0 100.0 Valid Percent 37.1 17.7 41.1 4.0 100.0

40

Percent

30

20

10

Cumulat iv e Percent 37.1 54.8 96.0 100.0

Extremely dislike

Dislike

Neither like nor dislike

Like

Extremely like

PopMusic

Exhibit 9 Music and Preferences Table 15. Price preference.

Valid 0 = I do not drink <2.0 2.00-2.50 2.50-3.00 3 or more Total

For pop commercial music, 8 out

SpendDrink(Beer) Count 30 20 33 27 14 124 Percent 24.2 16.1 26.6 21.8 11.3 100.0 Valid Percent 24.2 16.1 26.6 21.8 11.3 100.0 Cumulativ e Percent 24.2 40.3 66.9 88.7 100.0

of 124

people said either disliked or expremely dislike and 74 people said they either like or extremely like pop commercial musci like MTV being played at such a place. Table 15 shows the price preferences of students for a pint of beer (if they do have it) and a food meal deal for mainstream fast food. The frequency count shows that there

SpendMealDeal(Burger+Chips+Drink of Choice) Count 24 29 47 24 124 Percent 19.4 23.4 37.9 19.4 100.0 Valid Percent 19.4 23.4 37.9 19.4 100.0 Cumulative Percent 19.4 42.7 80.6 100.0

Valid

<3.50 3.50 - 4.00 4.00 - 4.50 4.50> Total

are not much differences showing high or low price preferences.

19

Section 4 Demographics: The demographics show the heterogeneous sample distribution of respondents from origin and gender ratio, age and income status too seems to be appropriate to represent the student population of Middlesex University.
Table 16. Demographics
Gender Frequency 55 69 124 Percent 44.4 55.6 100.0
Origin Frequency 20 8 58 38 124 Percent Valid 16.1 6.5 46.8 30.6 100.0 Valid Percent Dependent 16.1 Part Time work 6.5 Fulltime work 46.8 Sav ing 30.6 Total 100.0 Cumulat iv e Percent Frequency 16.1 50 22.6 47 69.45 100.0 22 124

A ge
Cumulativ e Valid Percent Percent Frequency Valid 44.4 18-25 44.4 83 26-35 55.6 100.0 41 100.0 Total 124

Valid

Female Male Total

Percent 66.9 33.1 100.0

Income Percent 40.3 37.9 4.0 17.7 100.0

Valid Percent 66.9 33.1 100.0

C Valid Percent 40.3 37.9 4.0 17.7 100.0

Valid

Af rica America Asia Europe Total

Recommendations Based upon the findings of analysis in various sections, following are the recommendations for management of Fernandez Grill Bar Restaurant. When asked on the first time the awareness of Fernandez is very low and when guided with map reference, more people identify the place. This shows that communication to the market will definitely put the brand awareness on right track and there is a need. The awareness of products and services offered is also very low. There should be a campaing for communicting with the students of Middlesex University and investment in marketing activities for basic awareness is evidently required. The attitudes of Middlesex University students towards going out to a nearby pub/restaurant is positive and this further strengthens the necessity of marketing campaign as the probability of return of investments if very high. Both aware and unaware students will be interested in going to a pub/restaurant near the University if they have special promotional packages for students. This
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kind of positioning should be developed though effetive marketing campaign and economies of scale should be worked upon to lower the prices for certain products. As far as positioning is considered in terms of entertainment, they should continue with their branding as a place playing pop commercial music like MTV and not to shift over to sports as more people preferred music over sports. Prices do not seem to be changed except for special student rates for particular deals. Fernandez should without any doubt invest money in activities to position themselves as a place for students. Limitations The sample size n=124 might just be less accurate to produce desired results as it might be high in error. This research would have been better without time constraints. Within sample, ethnic origin does consider the continents like Asia, Europe, America and Africa but not the religion and culture within those continents. There might be some typical patterns relating to habbits of people from various parts of worlds which were not explored within the scope of the project. Example - in Asia there will be a huge difference in habbits of Indians and Malaysians. As heterogeneous samples is considered this aspect will be missed. Other demographics were also not considered like gender responses and income status. Example - income status could be compared to spending preferences. The time period of year when research is carried out can create biased results as many of the classes will be off for summer holidays in June.

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APPENDIX 1. QUESTIONNAIRE FOR MIDDLESEX UNIVERSITY STUDENTS [

AWARENESS] 1) Please indicate the number of days in a week you spend in the university.

1-2

3-4

5 or more

2) How often in a week do you go to and from Middlesex University towards Hendon Central Station? Please tick one option.

0
3)

1-2

3-4

4-5

6 or more

Are you aware of the place called Fernandez?

Yes

No

4) Have you noticed the pub on the left hand side on the way towards Hendon central station? See map for reference and tick below.

Yes No

5) Which all of the following services/others do you think is being served at Fernandez? Please tick across the options: (If you select I dont know, please leave other options blank)

Music & Ambience Live Sports Party events

Interactive table screen Open air sitting I dont know

Lounge Take away food No of options selected

6) Which all of the following do you think are being served at Fernandez? Please tick across the options (If you select I dont know, please leave other options blank)

Vegetarian food Mexican food Fast food

Non vegetarian food Alcoholic drinks I do not know

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Halal meat Non Alcoholic drinks No of options selected

[ATTITUDES] 7) How do you rate the idea of going to a pub and restaurant during week days? Please tick one option. 1 2 3 4 5 Extremely Dislike Dislike Neither like nor dislike Like Extremely Like

8) How many times approximately have you been in a pub close to Middlesex University within the last three months?

1-2

3-4

5-6

7-8

9>

9) If you have not visited Fernandez yet, what is the most prominent reason? Please tick only one.

High prices Is not on my way My friends dont go there

I did never see it It looks far I have been there

Looks always empty I dont know

10) Would you like to go to a pub/restaurant close to University if there were any special promotions or offers for Middlesex University Students? Please tick one option.

Yes

No

Dont know

[POSITIIONING & COMPETITION] 11) How much would you spend for a drink (ex. Beer Pint) in a pub with a good ambience?

Dont drink

< 2.00

2.00 - 2.50 2.50 - 3.00 3.00 or more

12) How much would spend for a meal deal (for example burger + chips + drink of choice) at a place with a good atmosphere?

< 3.50 Music

3.50 - 4.00 Sports

4.00 - 4.50 Either

4.50 or more None

13) What would you prefer to be played in a pub/restaurant?

14) How would you rate the idea of contemporary Pop commercial music (ex. MTV) being played at the pub close the University. Please tick one option. 1 2 3 4 5 Extremely Dislike Dislike Neither like nor dislike Like Extremely Like

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[DEMOGRAPHICS] 15) Please indicate your gender.

Female
16) Please indicate your age.

Male 36-45 Asia European Fulltime work Savings

18-25 Africa Dependent

26-35 America

17) Please indicate your ethnic origin.

18) Please indicate your income status.

Part time work

Thank you for your time!

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REFERENCES BOOKS Di lorio, C. K (2005) Measurement in Health Behaviour: Method Research and Education, Jossey-Bass: San Francisco Gratton, C. and Jones, I. (2004) Research Method for Sport Studies, Routledge: London Hair,J., Bush, R., Ortinau, D. (2006) Marketing research within a changing environment, McGraw-Hill: New York Kent, R. (2007) Marketing Research, Approaches, Methods and Applications in Europe, Thomson Learning: United Kingdom Murray, T. (2003) Bending Quantitative and Qualitative Research Method in Thesis and Dissertations, Corwing Press, Inc.: California Baines, P., Phil. C., Page, K. (2008) Marketing, Oxford University Press: Oxford JOURNAL, MAGAZINE, ARTICLE FROM ELECTRONIC DATABASE Bee, P. (2010) Is kosher food healthier?, The Times, 16th March 2010, [online] available from http://www.timesonline.co.uk/tol/life_and_style/health/features/article7062789. ece [accessed on 16 th June 2010] Galloway, K (1997) Workbook on Sampling, University of Edinburgh, 25th August 1997, [online] available from http://www.tardis.ed.ac.uk/~kate/qmcweb/s8.htm [accessed on 28th 2010] McConnell, S. (2006) Your guide to Jewish London, The Times, 1st September [online] available from http://www.timesonline.co.uk/tol/travel/destinations/england/article622569.ece [accessed on 15th June 2010] PRESENTATIONS, REVIEWS FROM ELECTRONIC RESOURCES Kombrabail, H (2009) Research Design, Scribd.com website, 8th May 2010 [online] available from

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http://www.scribd.com/doc/18132239/Research-Design [accessed on 27th 2010] Punj, G. (2010) Slides of Market Research and Information Systems Course, University of Connecticut [online] available from http://spirit.lib.uconn.edu/~punj/m3505.pdf [accessed on 28th 2010] User reviews of the White Bear, Hendon, (2008), Beer in the evening website, [online] available from http://www.beerintheevening.com/pubs/comments.shtml/8095 [accessed on 16th June 2010] INTERNET SITES Keep it Kosher LDT (2008) [online] available from http://www.keepitkosher.co.uk/directory/details/123 [accessed on 16th June 2010] Middlesex University (2010) [online] available from http://www.mdx.ac.uk/facilities/union/index.aspx [accessed on 17th 2010] The Claddgh Ring Group (2010) [online] available from http://www.claddaghring.co.uk/claddagh/index.html [accessed on 15th 2010] OTHER RESOURCES Recorded interview to Mr. Asi Cohen, General Manager Fernandez Grill Bar Restaurant, on 12th May 2010, available on request.

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