Savour

SAVOUR FOODS

Marketing Research Project

GROUP MEMBERS

•Waqas Siddique (090025)•Sarah Masood (090014)•Sameer Tariq (090032)

• Muhammad Naeem Butt

• Started selling Pulao on a cart at Gordon College Road in 1989

• Motto is to provide clean and quality food with reasonable prices

• Distribution of leftovers among beggars on daily basis

INTRODUCTION:

FOOD QUALITY:• Quality of Food is maintained effectively

• To improve the quality latest equipment are used

• Rice Reprocessing Plant at Kamoke to obtain good quality rice

• Method adapted by the foreign companies are considered & benchmarked

BRANCHES: Gordon College Road, Rawalpindi

started in 2001. Melody Food Park, Islamabad started in

2004. Blue Area, Islamabad inaugurated on

24th March, 2005. Cricket Stadium, Rawalpindi inaugurated

on 14th August, 2005.

NATURE OF BUSINESS Fast food restaurant Main product the chicken pulao (rice)

with different packages Offers range of products like ice cream,

savour krispo, burgers, sweets etc.

FIELD OF CONCENTRATION: The field of concentration for the Savour

Foods is the Pulao. They have purchased their own rice

reprocessing plant in Kamoke, Gujranwala.

They have invested in the latest machines for production of shami kabab as well

SWOT ANALYSIS:Strengths: Great taste. Good quality food. Take home quick order service. Packaging according to customers need;

whether they want to eat in the car (boxes) or they want to take it home (packet).

STRENGTHS Different packages for different

customers. Reasonable prices. Sufficient with respect to quantity. Use of technology in production of

shami kabab. Idea adoption from foreign restaurants. Strong brand name in Islamabad and

Rawalpindi

WEAKNESSES Inability to provide quality services.

Lack of knowledge about their customers.

Lack of relationship building with customers.

Limited to certain areas.

Only in the city of Islamabad and Rawalpindi.

OPPORTUNITIES Many people are living at distant places from the

Savour Foods branches. And customers have to travel huge distance to reach the branch. So, they can open branches in many areas of Islamabad and Rawalpindi.

People from Lahore admire the taste of Savour Foods and are voting on the internet to open Savour Foods there. Many cities of Pakistan are untapped and they also lack quality. The Savour Foods can tap them as well.

Like they have introduced Zarda in the product depth. They can introduce other products as Chinese rice.

THREATS Inflation. Political instability. Increased sales tax rate. Higher transportation rates. Bomb blasts.

COMPETITORS:The competitors in terms of fast food restaurant are:

KFC McDonalds Rice Hut Student Biryani Hanif Rajput Hardees Other small firms.

MARKET SHARE:The market share for Savour Foods in fast food chain is 22%. Whereas, the market share Savour Foods in Pulao is almost 85% as that of Islamabad and Rawalpindi. The market share of other top competitors is:Companies KFC 32% McDonalds 16% Hardees 9% Others 18% Subway 3% Savour Foods 22% Total 100%

MARKET RESEARCH:Purpose (Issue):

The purpose of research is to find out the gaps that have been identified by some of the customers of Savour Foods. At rush hours there are no tables left for the

customers and they have to wait for their turns. People want privacy with their friends, family

members and guests but as there is no table left they have to sit with other customers.

The home delivery system which was started with the help of private companies was not effective and their service was extremely poor. Customers had to wait hours for their delivery. They were served cold food and the quality was not maintained. It was started with the help of other entrepreneurs offering private home delivery.

The cleaning service for the table is not efficient. People have to wait for the waiter to come and clean the table.

RESEARCH METHODOLOGY:

In this research we are going to study the impact of SERVQUAL which is a scale to capture customer perceptions and expectations of service quality.

The research will also study the various

dimensions of SERVQUAL and its impact on customers perceiving quality. Also the impact of individual SERVQUAL dimension on the satisfaction of the customers will also be studied.

RESEARCH METHODOLOGY:The tool which is used to analyze the data collected from the customers of Savour Foods is SPSS.Sampling: A total of 327 responses were taken from the

customers of Savour Foods. Out of which 300 responses were selected after refining the questionnaires and taking out the responses which were not authentic and incomplete.

Data is collected during the dining hours. The questionnaires were filled from the customers of Savour Foods, Cricket Stadium, Rawalpindi.

CUSTOMER ANALYSIS

The specific attributes of each customer are as below:

Age group: 15-35 & above.

Gender: Both male & female.

Occupation: Students, business etc.

Income: Below 20,000, 20,001– 40,000 40,001 – 50,000 50,001 or above

We have measured all constructs using a five point response scale anchored by strongly disagree as 1 and strongly agree as 5.

CROSS TAB - GENDERCrosstab

Gender

Total

Male Female

Satisfaction Strongly Disagree Count 11 0 11

Expected Count 8.7 2.3 11.0

Disagree Count 22 10 32


Neutral Count 64 21 85


Agree Count 81 24 105


Strongly Agree Count 58 9 67


Total Count 236 64 300


Satisfaction * Gender

CROSS TAB - GENDER

Symmetric Measures

ValueAsymp. Std.

Errora Approx. Tb Approx. Sig.

Interval by Interval Pearson's R -.058 .053 -.994 .321c

Ordinal by Ordinal Spearman Correlation -.079 .054 -1.362 .174c

N of Valid Cases 300

a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis.

c. Based on normal approximation.

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 8.071a 4 .089

Likelihood Ratio 10.459 4 .033

Linear-by-Linear Association .989 1 .320


a. 1 cells (10.0%) have expected count less than 5. The minimum expected count is 2.35.

CROSS TAB - AGECrosstab

Age

Total

15-20 21-25 26-30 31-3536 and above

Satisfaction Strongly

Disagree

Count 4 2 2 2 1 11

Expected

Count

3.7 3.4 2.5 .6 .7 11.0

Disagree Count 13 6 7 1 5 32

Expected

Count

10.9 9.9 7.4 1.8 2.0 32.0

Neutral Count 31 25 24 1 4 85

Expected Count

28.9 26.4 19.6 4.8 5.4 85.0

Agree Count 32 39 20 8 6 105

Expected Count

35.7 32.6 24.2 6.0 6.7 105.0

Strongly Agree Count 22 21 16 5 3 67

Expected

Count

22.8 20.8 15.4 3.8 4.2 67.0

Total Count 102 93 69 17 19 300

Expected Count

102.0 93.0 69.0 17.0 19.0 300.0

CROSS TAB - AGEChi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 19.148a 16 .261

Likelihood Ratio 18.489 16 .296

Linear-by-Linear Association .172 1 .678


a. 10 cells (40.0%) have expected count less than 5. The minimum expected count is .62.

Symmetric Measures

ValueAsymp. Std.

Errora Approx. Tb Approx. Sig.

Interval by Interval Pearson's R -.024 .063 -.414 .679c

Ordinal by Ordinal Spearman Correlation .009 .060 .155 .877c


a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis.

c. Based on normal approximation.

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation VarianceSatisfaction 300 1 5 3.62 1.058 1.120

Food is Fresh,Hot & Sufficient

300 1 5 3.73 1.125 1.266

Respond to request on Time

300 1 5 3.23 1.141 1.301

Response is Accurate & Correct

300 1 5 3.68 1.187 1.410

Serves in Time Mentioned 300 1 5 3.32 1.176 1.382

Transactions are Error Free 300 1 5 3.63 1.285 1.652

Willing to Help 300 1 5 3.22 1.254 1.572

Instills confidence in you 300 1 5 3.30 1.146 1.313

Safe & Secure 300 1 5 3.65 1.122 1.259

Knowledgeable & Strong Grip

300 1 5 3.46 1.131 1.279

Individual Basis & Priority 300 1 5 3.48 1.132 1.281

Operating Hours 300 1 5 3.70 1.161 1.348

Specific Needs 300 1 5 3.48 1.181 1.394

Atmosphere is great,appealing

300 1 5 3.45 1.230 1.513

Neat & Clean 300 1 5 3.41 1.239 1.534

Arrangment of Food is Pleasant

300 1 5 3.55 1.230 1.513

Location Convenient,Safe 300 1 5 3.32 1.263 1.596

Utensils are Clean 300 1 5 3.48 1.164 1.354

Valid N (listwise) 300

Descriptive Statistics

N Minimum Maximum MeanStd.

Deviation VarianceSatisfaction 300 1 5 3.62 1.058 1.120

Reliability 300 1 5 3.52 .802 .643

Responsiveness 300 1 5 3.22 1.254 1.572

Assurance 300 1 5 3.47 .866 .749

Empathy 300 1 5 3.55 .820 .672

Tangibles 300 1 5 3.44 .868 .754

Valid N (listwise) 300

MODEL SUMMARY: Change Statistics Durbin-

WatsonModel R R-Squar

e

Adj. R-Square

St. Error of

estimate

R Square Change

F Change

Df1 Df2 Sig F Change

1 .644a .414 .379 .834 .414 11.728 17 282 .000 1.900a. Predictors: (Constant), Utensils are Clean, Serves in Time Mentioned, Transactions are Error Free, Location Convenient,Safe, Specific Needs, Operating Hours, Food is Fresh,Hot & Sufficient, Instills confidence in you, Neat & Clean, Individual Basis & Priority, Willing to Help, Respond to request on Time, Response is Accurate & Correct, Knowledgeable & Strong Grip, Atmosphere is great,appealing, Safe & Secure , Arrangment of Food is

Pleasant

b. Dependent Variable: SatisfactionModel Summaryb

Model RR

SquareAdjusted R

Square

Std. Error of the

Estimate

Change Statistics

Durbin-Watson

R Square Change

F Change df1 df2

Sig. F Change

1 .628a .394 .384 .831 .394 38.280 5 294 .000 1.880

a. Predictors: (Constant), Tangibles, Responsiveness, Reliability, Empathy, Assurance

b. Dependent Variable: Satisfaction

Model Summary after case wise diagnostic Sample size N=219

Model R

R

Square

Adjusted R

Square

Std. Error of the

Estimate

Change Statistics

R Square

Change F Change df1 df2

Sig. F

Change

1 .798a .636 .595 .521 .636 15.569 22 196 .000

a. Predictors: (Constant), Utensils are Clean, Never too Busy, Respond to request on Time, Operating Hours, Location

Convenient,Safe, Timings for Service , Individual Basis & Priority, Transactions are Error Free, Specific Needs, Willing to

Help, Food is Fresh,Hot & Sufficient, Responsive & Never Delay, Atmosphere is great, appealing, Knowledgeable &

Strong Grip, Serves in Time Mentioned, Best Interest at Heart, Instills confidence in you, Arrangement of Food is

Pleasant, Response is Accurate & Correct, Safe & Secure , Neat & Clean, Friendly & Well mannered

ANOVA:Model Sum of

Squaresdf Mean

SquaresF Sig

1 Regression 138.719 17 8.160 11.728 .000a

Residual 196.198 282 .696 Total 334.917 299

a. Predictors: (Constant), Utensils are Clean, Serves in Time Mentioned, Transactions are Error Free, Location Convenient, Safe, Specific Needs, Operating Hours, Food is Fresh,Hot & Sufficient, Instills confidence in you, Neat & Clean, Individual Basis & Priority, Willing to Help, Respond to request on Time, Response is Accurate & Correct, Knowledgeable & Strong Grip, Atmosphere is great, appealing, Safe & Secure , Arrangement of Food is Pleasant

b. Dependent Variable: Satisfaction ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 132.062 5 26.412 38.280 .000a

Residual 202.854 294 .690

Total 334.917 299

a. Predictors: (Constant), Tangibles, Responsiveness, Reliability, Empathy, Assurance


ANOVA after Case Wise Diagnostic

Model Sum of Squares df Mean Square F Sig.

1 Regression 92.849 22 4.220 15.569 .000a

Residual 53.133 196 .271

Total 145.982 218

a. Predictors: (Constant), Utensils are Clean, Never too Busy, Respond to request on Time, Operating Hours, Location Convenient,Safe, Timings for Service , Individual Basis & Priority, Transactions are Error Free, Specific Needs, Willing to Help, Food is Fresh,Hot & Sufficient, Responsive & Never Delay, Atmosphere is

great,appealing, Knowledgeable & Strong Grip, Serves in Time Mentioned, Best Interest at Heart, Instills confidence in you, Arrangment of Food is Pleasant, Response is Accurate & Correct, Safe & Secure , Neat & Clean, Friendly & Well mannared


Model Unstandardized Coefficients

Standardized Coefficients

B Std. Error Beta t Sig1 (Constant) .134 .267 .504 .615

Food is Fresh, Hot &

Sufficient

.022 .051 .023 .422 .673

Respond to request on Time

.021 .052 .023 .408 .683

Response is Accurate & Correct

.034 .050 .038 .665 .507

Serves in Time Mentioned

.089 .053 .099 1.668 .096

Transactions are Error Free

-.003 .044 -.004 -.070 .944

Willing to Help .065 .047 .076 1.386 .167

Instills confidence in you

.015 .050 .016 .301 .763

Safe & Secure .033 .057 .035 .582 .561

Knowledgeable &

Strong Grip

.009 .054 .010 .164 .870

Individual Basis & Priority

.102 .051 .109 1.989 .048

Operating Hours .147 .048 .162 3.062 .002

Specific Needs .078 .048 .086 1.624 .105

Atmosphere is great, appealing

.065 .052 .075 1.246 .214

Neat & Clean -.002 .053 -.002 -.040 .968

Arrangement of Food is Pleasant

.052 .055 .060 .948 .344

Location Convenient, Safe

.115 .041 .137 2.762 .006

Utensils are Clean .163 .051 .179 3.206 .001

Coefficients'

Coefficientsa

Model

Unstandardized CoefficientsStandardized Coefficients

T Sig.B Std. Error Beta

1 (Constant) .171 .261 .656 .512

Reliability .189 .073 .143 2.577 .010

Responsiveness .071 .044 .084 1.618 .107

Assurance .052 .078 .042 .662 .509

Empathy .329 .079 .255 4.143 .000

Tangibles .350 .069 .287 5.104 .000

a. Dependent Variable: Satisfaction

Correlations

Satisfaction ReliabilityResponsivene

ss Assurance Empathy Tangibles

Pearson Correlation

Satisfaction 1.000 .423 .352 .458 .528 .524

Reliability .423 1.000 .375 .518 .471 .373

Responsiveness .352 .375 1.000 .414 .377 .352

Assurance .458 .518 .414 1.000 .613 .523

Empathy .528 .471 .377 .613 1.000 .517

Tangibles .524 .373 .352 .523 .517 1.000

INTERPRETATION:Reliability:

Ho : There is no relationship between reliability and satisfaction

H1: There is a relationship between reliability and satisfaction

The R is the correlation coefficient which is 0.423. The value of R ranges from -1 to 1 negative value shows that there is a negative relationship between the two variables. In this case the relationship is positive.

The test shows the significance of 0.010 which means that we accept H1, which tells us that there is a relationship between reliability and satisfaction

R F Sig

0.423 65.020 0.010

RESPONSIVENESS:

Ho: There is no relationship between responsiveness and satisfaction

H1: There is relationship between responsiveness and satisfaction


The test shows the significance of 0.107 which means that we reject H1 that tells us that there is no relationship between reliability and satisfaction.

R F Sig0.352 42.160 0.107

EMPATHY: Ho: There is no relationship between empathy and

satisfaction

H1: There is a relationship between empathy and satisfaction


The test shows the significance of 0.000 which means

that we accept H1, which tells us that there is a relationship between reliability and satisfaction

R F Sig0.528 115.277 0.000

ASSURANCE: Ho: There is no relationship between assurance and

satisfaction

H1: There is a relationship between assurance and satisfaction


The test shows the significance of 0.509 which means that we reject H1 that tells us that there is no relationship between reliability and satisfactionR F Sig

0.458 78.922 0.509

TANGIBILITY: Ho: There is no relationship between tangibility and

satisfaction H1: There is a relationship between tangibility and

satisfaction


The test shows the significance of 0.000 which means

that we accept H1, which tells us that there is a relationship between reliability and satisfaction.

R F Sig0.524 112.672 0.000

MARKETING MIX:Product: Savour Foods provides varieties of products. But the

most selling product is the Savour Foods pulao. This is sold in different package prices depending on the demand of the customers. Also the packages are divided on the basis of the ingredients included i.e. if someone wants to include the chicken piece or the shami kabab.

Savour Foods should try to increase their market share by offering Chinese rice and other rice products. The price would be economical and reasonable.

The Savour foods should improve its services. They should keep a check on their employees to ensure the good services to the customers. They should start home delivery services.

PLACE The Savour Foods is going to expand its

business in the twin cities by opening franchises at different locations.

Also Savour Foods is going to expand in the areas of Punjab. Lahore would be the first target city. Most demand is from the cities of Lahore and Faisalabad

PRICE: The price of the Savour foods products

should be penetrating price because there are already many competitors

The price charged should be economical with respect to the quantity served

The Savour foods should start promoting its variety of products to the customers as the customers are more interested in the rice products. The Savour Foods should introduce new varieties of rice and promote them.

The method of promotion can be the marketing through introducing discount coupons, direct marketing through home delivery, giving a plate of free new products to give them a taste of the product and marketing through social media networks like Facebook, twitter etc.

PROMOTION

USP

The reason for any consumer to go to Savour is their tasty pulao with a low price and high value.

OTHER STRATEGIES: Savour Foods has not defined any target market

they are just catering the masses. The only thing they lack is a proper brand. Do we remember the logo of Savour? Certainly Not but we do remember the logo of KFC or McDonalds right?

They need to do a few things before thinking big; like for example Savour should change their logo first it doesn’t make any sense.

Savour need to have a tag line that represents their service and then they need to stick to that tag line where ever they go. e.g. People like savor because taste is good and maintained during each visit and of course its affordable.

Savour tag line should represent these qualities and they should stick to it.

ANY QUESTIONS?

THANK YOU !

Savour

Business

quality of food

customers ofsavour foods

different customers

good quality food

quality wasnot

quality services

thecustomers of savour

good quality rice method