DISSERTATION

CONSUMER PERCEPTIONS & ATTITUDES TOWARDS ARABIAN CUISINE

RESTAURANT IN KARACHI (CONSUMER BEHAVIOR STUDY)

[Student ID : 20016624] [Date of submission: 5th-March-2012]

Word Count: 12,038

Acknowledgement

Firstly I would like to thank Almighty God for helping me to complete this dissertation.

Without his help nothing is possible.

Then I would like to thank my parents and my family who have been with me through all

the hard times of completing this dissertation.

Also, most importantly I would like to thank my supervisor, Mr. Ceri Wynne, whose

valuable guidance has helped me to achieve the purpose of conducting the marketing

research and allowing me to complete this dissertation.

I would also like to thank the consumers who have given their valuable time for filling up

the questionnaire.

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Abstract

This particular dissertation focuses on the perception and attitudes of consumers towards

the Arabic cuisine restaurant in the Karachi market. Market research was conducted with

the help of a questionnaire by the researcher in order to investigate the perceptions of the

consumers in the Karachi market. The literature review section of the dissertation

highlights upon the decision making model of the consumers and also about the factors that

can influence customers while they take their decisions in selecting the restaurants for

trying out any cuisine. The research methodology is a crucial chapter in the dissertation and

it reflects upon the methodologies and types of research approach that has been taken by

the researcher. The data analysis and findings chapters have highlighted the responses that

have been gathered by the consumers and also the acceptability of Arabic Cuisines in the

Karachi market has been discussed. The conclusion and recommendations chapter finally

depict that there are strong chances of the Arabic Cuisine to be accepted in the Karachi

market as consumer perceptions and attitudes towards the cuisine reflect their interest in the

cuisine.

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Table of ContentsChapter One: Introduction...............................................................................................................7

1.1. Introduction:......................................................................................................................7

1.2. Background:......................................................................................................................7

1.3. Aims & Objectives:...........................................................................................................8

1.3.1. Research Aim:...............................................................................................................8

1.3.2. Research Objectives:.....................................................................................................9

1.3.3. Research Questions:......................................................................................................9

1.4. Primary Literature Review:...............................................................................................9

1.5. Research Significance:....................................................................................................11

1.6. Ethical Considerations:...................................................................................................12

1.7. Dissertation Structure:.....................................................................................................12

1.8. Conclusion:.....................................................................................................................12

Chapter Two: Literature Review...................................................................................................13

2.1. Introduction of Chapter two:...........................................................................................13

2.2. Consumer Decision Making............................................................................................14

2.3. Quality of food and service has relationship with satisfaction of customer and

consumer behaviour...................................................................................................................16

2.4. Human Influences...........................................................................................................16

2.5 Factors Influencing Restaurant Decisions.......................................................................18

2.5.1 Quality of food..................................................................................................................19

2.5.2 Tastes and Ingredients......................................................................................................19

2.5.3 Behavioural and Attitudinal Loyalty................................................................................19

2.5.4 Menu Variety....................................................................................................................20

2.5.5 Appearance and Presentation............................................................................................20

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2.5.6 Customer Perceived Value...............................................................................................21

2.5.7 Cultural Learning..............................................................................................................21

2.6 Relative Importance of Restaurant Choice Factors.........................................................22

2.7 Experience Economy......................................................................................................22

Chapter Three: Research Methodology.........................................................................................23

3.1. Introduction of Chapter three:.........................................................................................23

3.2. Research Onion:..............................................................................................................24

3.3. Philosophy behind the study...........................................................................................24

3.4. Research approach:.........................................................................................................25

3.5. Research Strategies.........................................................................................................25

3.6. Questionnaire:.................................................................................................................25

3.6.1. Structure of Questionnaire:.........................................................................................26

3.7. Research Choice:.............................................................................................................26

3.8. Research Time Horizon:.................................................................................................27

3.9. Data analysis technique:..................................................................................................27

3.10. Data types:...................................................................................................................27

3.11. Sample Size:................................................................................................................27

3.12. Hindrances in Research:..............................................................................................27

3.13. Ethical Consideration of research:..............................................................................28

3.14. Conclusion of chapter three.........................................................................................28

Chapter Four: Data presentation & analysis..................................................................................28

4.1. Introduction.....................................................................................................................28

4.2. Research background:.....................................................................................................29

4.3. Results presentation and discussion:...............................................................................29

4.3.1. Do you like to try out different cuisines?....................................................................30

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4.3.2. How would you rate the oriental cuisine restaurants in Karachi?...............................31

4.3.3. What is your favourite Foreign Cuisine?....................................................................32

4.3.4. Would you like to try out Arabic Cuisines?................................................................33

4.3.5. Have you ever tasted Arabic Cuisines?.......................................................................34

4.3.6. Please tick the Arabic cuisines you have experienced................................................35

4.3.7. Would you try out the Arabic cuisine restaurant on the basis of taste and

ingredients of the cuisine?.........................................................................................................36

4.3.8. Popular ingredients used in Arabic Cuisines...............................................................37

4.3.9. Do the services of the restaurant go the extra mile to serve their valuable

customers?.................................................................................................................. 38

4.3.10. Are you entertained immediately on arrival to the restaurants in Karachi?............39

4.3.11. Would you prefer an Arabic aroma and setup to be instilled in the restaurant?

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4.3.12. What do you look for in restaurants that you prefer to dine out?............................41

4.3.13. What is the amount of spice that you like in your food?.........................................42

4.3.14. What would you look for in a new type of cuisines offered by restaurant?............43

4.3.15. How would you rate the service of the restaurants in Karachi?..............................44

4.4. Conclusion of Chapter Four:...........................................................................................45

Chapter Five: Conclusion & Recommendations...........................................................................46

5.1. Introduction.....................................................................................................................46

5.2. Conclusion......................................................................................................................46

5.3. Recommendations...........................................................................................................48

5.4. Conclusion to chapter five..............................................................................................48

Reference List................................................................................................................................49

Appendix........................................................................................................................................53

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Chapter One: Introduction

1.1.Introduction:The introduction part discusses about the entire research study. The objectives and aim of

the research is discussed in this chapter along with the background so that the rationale can

be understood easily. Primary literature review is highlighted along with the significance of

the research study. Ethical considerations taken for the research study are included and the

structure of the research study is mentioned at the end of introduction chapter.

1.2.Background:The elite and middle class in an economy possess the purchasing power for dining out

occasionally or regularly according to their income level (Kolachi, NOS, The News

International, 2012). The choices of food selection may depend upon a number of factors

such as quality and ingredients and the restaurant outlets may depend upon the ambience

and environment of the outlet.

The Karachi market has great potential for trying out the different types of cultural and

diversified cuisines. The consumers in the Karachi market are highly fond of food and they

love to experience new and unique types of cuisines. Therefore, it is a noticed and observed

that no food outlets remains idle as some consumers always are present to try out the food

Kolachi, NOS, The News International, 2012).

The Arabic cuisine restaurants in Karachi are amounting up to two or three restaurants and

that too in a high class locality. When opening up any diversified culture restaurant, it is

important to ensure that the taste and ingredients used are according to the original

requirements and also the chef that is hired for preparing the food should be an expert in

preparing the specific type of cuisines for the target market. The local chefs may not be

able to produce taste while the native chef of the cuisine may able to produce better

outcomes. For new cuisine restaurants to become successful, it is important to make them

have a unique and versatile experience that they remember always and also provide them

with authentic Arabian cuisine (Kolachi, NOS, The News International, 2012).

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The market trend in Karachi has observed a shift in moving towards healthy eating lifestyle

rather than eating junk food. The media has played an important role in educating the

market about living a healthy lifestyle with less spices and oil and eating more of herbs so

that a healthy lifestyle can be maintained by the consumers. Many morning shows being

aired on TV in Karachi have started diet programs so that diseases such as high cholesterols

and cardiac arrests can be avoided to a largest extent which usually occurs due to high

intake of fast foods (Ghouri et al., 2011).

Foods that contain less spices and oil and are nourishing may allow the consumers to feel

light and enjoy a healthy meal. Arabic cuisines may attract many of the consumers from the

target market of Karachi to meet the needs of healthy living (Middle Eastern Food, 2011).

Arabic Cuisines are regarded as healthy as they do not use butter or lard in their cooking or

while preparing their food. Less use of oil and fat is highly good for health. Many of the

Arabic cuisine recipes use only olive oil and that too in small quantities so that the cuisine

can be flavoured in olive oil. Very few Arabic cuisines are fried; most of them are baked or

grilled rather than being fried (Middle Eastern Food, 2011).

Therefore launching Arabic cuisine in the Karachi market can be an option and to further

explore this option the researcher will be conducting a market study on finding out the

consumer preferences about launching a restaurant that will provide Arabic cuisines for the

consumers in Karachi.

1.3.Aims & Objectives:

1.3.1. Research Aim:The aim of the dissertation is to conduct a market research study and find out about the

perceptions and attitudes of the consumer market of Karachi towards the Arabian cuisine.

Consumer behaviour has various fluctuations and their trends towards different products

and services are based upon a number of factors. This research will investigate the

preferences of the consumers in the Karachi market towards Arabian Cuisine.

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1.3.2. Research Objectives:For the aims of the research study to be achieved successfully, objectives need to be

designed. The research objectives will maintain the focus of the research study and also

ensure that outcomes attained are according to the aims and objectives designed. The

objectives are as follows:

To investigate the elements of consumer perceptions and attitudes in the literature

review section of the dissertation

To discuss the trends of the international cuisines in Karachi consumer market

To explore the factors that allows consumers to make choices about their selection

of cuisines

To provide conclusions and recommendations for the potential of Arabian cuisine in

the Karachi consumer market

1.3.3. Research Questions:It is a general practice to design the aims and objectives of the research study in alignment

with the title of the research. The research question designed for this particular study is as

follows:

What is the perception of consumers about Arabian cuisine in the Karachi market?

1.4.Primary Literature Review:Consumers prefer to dine out on occasional or regular basis. Dining out is regarded as a

time for enjoyment and relaxation with family or friends. When any new cuisine may be

launched, the consumers may prefer to try out the restaurant based upon a number of

factors. The factors are the quality of food and this factor has the highest weight (Sulek &

Hensley, 2004).

The taste and ingredients also play an important role in the cuisines as some customers are

highly choosy about the ingredients used in the food. Therefore, when launching new

cuisines the preferences of ingredients in the target market needs to be analysed (Kivela,

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Inbakaram & Reece, 2000). The reason may be due to ethnicity or religious reason for not

preferring any particular ingredient.

Behavioural and Attitudinal loyalty is highly important to be studied for repeat purchases

and use of services by the customers. Both loyalties can be reflected if the consumer plans

to revisit the restaurant for any particular brand (Kevin and Clancy, 2006). Food restaurants

need to analyse these trends of behavioural and attitudinal loyalty so that customer

preferences can be known.

Attractive menus with lots of creativity and innovation can result in retaining customers for

longer time durations (Namkung & Jang, 2007). The more the number of varieties available

in the menu, the greater the number of customers may be targeted by the food restaurant.

Variety of foods can be made by using multiple types of ingredients (Sulek & Hensley,

2004). Consumers also look forward to appearance and presentation of food as the

appearance at times reflects upon the taste of the food (Namkung & Jang, 2007). Customer

may become satisfied with the restaurant if the appearance and presentation is appealing

(Namkung & Jang, 2007).

Customer perceived value reflects in between the benefits and costs associated with the

product or service so that they analyse the value of the products and services for which they

have paid money (Walker, 2006).

Consumers try out new food because of the hobby of experiencing out new cultures

(Withers, 2000). Some cultures are highly fond of eating various types of cuisines. Food is

an excellent way of allowing one to know more about the ingredients used in cuisines for in

the various cultures (Sukalakamala and Boyce, 2007). If the ingredients are according to

the preferences of the consumers, then the consumers may take interest in trying out the

new cuisines.

The Consumer Decision Making model consists of the following five steps (Zeithaml &

Bitner, 2003):

1. Need Recognition

2. Information Search

3. Evaluation of Alternatives

4. Service Purchase and Consumption

5. Post Purchase Evaluation.

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The process for consumers in deciding and evaluating any alternative or option is based

upon the above five steps. They first gather information about the restaurants and then

decide whether visiting the restaurant is feasible or not.

Gender, culture and ethnicity play an important role in the consumer behavior selection

process for any product or service (Josiam & Monteiro, 2004). Age groups, level of income

and the benefits received from the options are other factors on which the decisions are

dependent of the consumers (Josiam & Monteiro, 2004). On the basis of above mentioned

factors, consumers select the products and services for consumption.

The concept of experience economy plays an important role in the discussion of dining out

experience (Turgeon and Pastinelli, 2002). Restaurant experience can be made highly

remarkable and satisfactory for the consumers by implementing the principles of

experience economy (Turgeon and Pastinelli, 2002). Innovation in cuisines and dining

outlets is important for retaining customers (Andersson & Mossberg, 2004).

1.5.Research Significance:This study will give a better understanding of the consumer perceptions of the Karachi

market and how they make decisions for deciding upon the new cuisines that are being

launched in their local market. This research study will be useful for:

Researchers will get to know more about the consumer decision processes that are

related to opening new restaurants in any particular market. Knowledge about

consumer behaviour theories can be understood in depth with this research study.

The restaurant owners of other restaurants can benefit from this study by knowing

what factors consumers consider while they visit any restaurant and how their

perception reflect upon their decisions about any restaurant. Future strategies for

attracting customers can be designed by the other restaurants.

Students that are under the academic phase can use the details of the research study

as a reference in relating the consumer perceptions in the area of launching new

cuisines and restaurants in any market. In depth Literature can be gained from the

literature review section of the research study. With the help of this research study,

there are further possibilities of developing more literature.

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1.6.Ethical Considerations:The researcher will be following the guidelines related to ethics provided by the university

and will ensure that they are implied during the study so that the validity and reliability of

the research study can be maintained. The referencing style that will be implied in the study

is the Harvard referencing style and the researcher will ensure that there is no plagiarism of

any type in the research study. The personal information about the participants of the

research study will be kept confidential by the researcher (Saunder et al., 2009). By

ensuring that personal information will be kept confidential and also telling them about aim

and objectives of the research, the participants may express their views and opinions in a

more explicit way and will not show any hesitation in answering the questions. The

responses gathered from the participants will be depicted in graphs and charts. The results

of the research work cannot be considered as a benchmark or have any legal bindings on

the researcher. The researcher is not responsible for any such occurrences that the

principles and theories presented by the researcher should be considered as a set criterion.

1.7.Dissertation Structure:The structure of the dissertation is categorized into 5 chapters. Chapter 1 will highlight the

overall introduction and significance of the research study along with aim, objectives and

background of the research. Chapter 2 will be the literature review part of the research

study in which all theories related to the research will be studied. Chapter 3 will discuss the

research methodology path taken by the researcher. Chapter 4 will analyse the data that has

been gathered from the respondents and analysis will be done. Chapter 5 will consist of

conclusion and recommendations given by the researcher in lieu of the entire study.

1.8. Conclusion:The introduction chapter has highlighted the rationale of this particular research study. The

literature review that had been conducted at the primary level has also been reviewed again

in this chapter. Ethical practices to be implemented during any research study are of utmost

importance and this has been included in the introductory chapter. The following chapter

will discuss the literature review of the research topic.

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Chapter Two: Literature Review

2.1.Introduction of Chapter two:Chapter two is the literature review chapter of the dissertation and it undergoes a critical

study on the literature review available on consumer decision making model and the

consumer behaviour theories. The literature review will consist of insights that other

authors have made during research studies.

2.2. Consumer Decision MakingConsumer decision making is a critical process that needs to be understood well by the

organizations. The decision of whether or not to purchase the product or service by the

consumers is a crucial decision on which depends the success or failure of the organization.

There are five stages of the consumer decision making model. They are as follows:

1. Need Recognition

2. Information Search

3. Evaluation of Alternatives

4. Service Purchase and Consumption

5. Post Purchase Evaluation

1. Need Recognition

Consumers recognize the need before they start making the decisions. When they realise

the need then they work upon finding out solutions or alternatives for fulfilling their need

requirements (Zeithaml & Bitner, 2003). Abraham Maslow has proposed his theory that is

titled as Maslow’s hierarchy and it is a structure of human needs. The least important need

is at the bottom and the most important need is at the top of the pyramid. The needs start

from physiological needs, and then safety needs, then belongingness needs, then esteem

needs and finally self actualization needs.

2. Information Search

After the need recognition phase, consumers conduct an information search about the

product or service. The information search phase for the consumers may consist of sources

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of word of mouth, or any other personal source such as through family or friends about the

product or service (Zeithaml, 1981).

Cuisines that are offered in restaurants reflect upon the experiences consumers have and

this experience cannot be judged before the consumer experiences it. Consumers, therefore

have a high tendency or relying upon their personal sources to consider any restaurant for

cuisines and other attributes that are related to a good restaurant experience (Ladhari, Brun,

& Morales, 2008).

3. Evaluation of Alternatives

After gathering the information, the consumers will develop their alternatives based on

different factors. The alternatives are usually options for any product or service (Kotler et

al., 2010). The degree of preference for the attributes in each option is rated and

accordingly evaluations are based on which may be the most suitable method. An example

to explain this scenario can be when two restaurants are there and one has to be selected,

the consumer may select one on the basis of lower food prices and good taste of the cuisine

(Brookes, 2004).

4. Service Purchase and Consumption

The consumer after analyzing the entire scenario may decide upon one alternative to meet

his or her need. In case of cuisine and restaurants and the consumer may decide upon trying

out specific cuisines from the best restaurant that offers such cuisines. This particular stage

if product consumption, the consumption of the service and the experience of the service

happens in a simultaneous mode (Zeithaml & Bitner, 2003).

5. Postpurchase Evaluation

The food and experiences in the restaurant is determined based upon the services provided

by the restaurant. Consumers evaluate the restaurant and the cuisine according to their

experience. Consumers that are satisfied may prove to be more loyal customers and allow

the restaurant to earn high amount of profits (Ladhari et al., 2008).

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By understanding the consumer decision making model helps in analyzing the factors on

which the consumers make decisions for food and also for selecting the restaurant for any

particular type of cuisine. Consumer behaviour regarding any particular cuisine can be

influenced based upon these particular factors (Monteiro, 2000).

2.3.Quality of food and service has relationship with satisfaction of

customer and consumer behaviour

The literature on services marketing has depicted evidence of having a relationship between

the quality of food and service. Also there has also been a link reflected about these two

factors with the satisfaction of customers and repeat purchases by the consumer. The

quality of food has shown to be of high relevance in attracting consumers towards any

particular restaurant (Namkung & Jang, 2007). The relationship of these two factors (food

and service quality) is linked with the quality of service and the satisfaction level of the

customers (Chow, Lau, Lo, Sha, & Yun, 2007).

Studying the consumer behaviour is important for launching any new cuisine in the market

(Cheng, 2006).

2.4.Human InfluencesThe way any particular individual influence the decision making can be taken to understand

the behaviour of consumers centrally. The influences of the consumer behaviour can be

categorized broadly into two areas that are the psychological factors and the personal

factors (Kotler and Armstrong, 2010).

The psychological factors are basically concerned within the vicinity of the individual so

that the general behaviour of the individual can be determined and furthermore lead

towards the analysis of behaviour of consumers. The consumer behaviour influences at the

primary level are firstly their personality and the self concept, secondly their level of

motivation, thirdly their learning, fourthly their perception and lastly the impact of their

attitudes (Barnes, 2001).

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The element of personality and self-concept reflects upon the consumer’s central thinking

mode and behaviour. The personality and self concept of the individual provides a structure

and pattern to analyse and determine the behaviour of the individuals (Ferrell and Hartline,

2010).

The motivation factors of the individuals are the internal factors that allow the behaviour of

the individuals to be active and energise the behaviour towards being influenced towards

any product or service. The needs of the consumers will affect the behaviour of consumers

when they make their decisions. As discussed above, Maslow’s hierarchy is linked with

influencing consumer behaviour. Needs of individuals are focused on from most important

towards least important (Bruhn, 2001).

Many of the behaviours of humans are learned. For understanding consumer behaviour, it is

important to understand how consumer gain information, how can they retain the

information they have gained and what they look for when gathering information. When

consumers are in the process of buying any product or service, they have the tendency of

learning the names of the products and its characteristics or the service and its quality. They

also remember their judgments made about the product or service after purchasing it. These

patterns are useful in observing the places where consumers like to shop, their preferences

and perceptions, along with their tastes for any product or service (Dawson, 2000).

All this information leads towards analysing the way consumers perceive products and

services and how they may react to any new product or service launch in their vicinity.

Perception refers to the process of making a selection of any information, then organise it

and then finally interpret the information so that it can form into meaning of something

(Gupta et al., 2004).

The inputs of information are characterised as the sensations that travel to the individuals

through senses that is the sense of sight and taste, the sense of smell and touch. Each

individual or any consumer for that matter perceives any information in their own ways of

interpretation. The perception of one consumer may be different from the way another

consumer perceives any information (Johnson, 1998).

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The differences in the perceptual processes of the individuals are characterised as selective

attention, as the selective distortion and finally the selective retention. Selective attention

focuses on the individuals that are exposed to the information. The selective distortion

focuses on the twists and changes in the information gained. Selective retention focuses on

the information that has been retained by the consumer after receiving it as the information

may have some type of relation with their belief, likes or dislikes (Kotler and Armstrong,

2010).

Attitudes of the consumers act as a guide for understanding their behaviour towards any

product or service, towards people and objects, towards and event or any type of activity.

Consumers will therefore are accordingly expected to show their action or reactions

towards the different products or services information when received through sources. The

purchasing intention of the consumer towards the product or service can be influence

through excellent marketing communications and also through the research phase of

finding out the preferences and perceptions of consumers for any product or service to be

launched in the market (Ferrell and Hartline, 2010).

The other category that consists of the factors of individuals in regards to their behaviour

and decision making is the personal factor category. The personal factor category consists

of the demographic variables of the individuals and the situational variables for the

individual. The demographic variable of individuals consist of attributes such as sex and

age, ethnicity and race of the individual, and attributes such as purchasing power of the

individual, their occupation and the family life cycle pattern are all part if demographic

variables. An example of an attribute of demographic variable can be the purchasing power

of individuals will reflect upon their decision of how they would be satisfying any

particular need or want or whether is it possible for them to buy the any product or service

that they desire (Pop, 2005).

The situational factors of the individual consist of the various conditions and circumstances

that are faced by the consumer while making the decision of purchasing any product or

service. An example that can be used for explanation is the time factor. Consumer decision

may be based upon the time they have for making any decision of purchasing any product

or service. The time factor may have a major impact on influencing the decision of the

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customer towards and product or service. Likewise, price may be another important factor

on which the decision of the consumer may be based while evaluating the alternatives

(Gupta et al., 2004).

Consumers may be willingly ready to purchase a product or service that is available on an

immediate basis rather than waiting for it. Likewise, in the case of new cuisine restaurants,

consumers may have to think about taking out time and then trying out the new cuisine

restaurant and they may be willing to pay the price and wait for the services to analyse and

observe the experience (Kotler and Armstrong, 2010).

2.5Factors Influencing Restaurant Decisions

All types of consumers have their own choices of selecting any particular restaurant for

dining out with family and friends. Some prefer their local food and other prefer trying out

international cuisines to have a change in taste. Some consumers are fond of food and they

tend to dine out on a regular basis and others dine out on an occasional basis. The selection

of restaurants and cuisine by the consumers depend on a number of factors. The factors are

as follows:

2.5.1 Quality of food

Food Quality is usually given high ratings by the consumers and it is an important element

for consumers when taking decisions of trying out and new cuisine or restaurant (Sulek &

Hensley, 2004). The elements of food quality concentrated strongly upon by the consumers

are the menu of the restaurant, the varieties offered, the types of healthy food offered, along

with the food presentation. Consumers usually possess some specific likings towards taste

and ingredients used in food. Major challenge lies with the new restaurant openers in

meeting the needs and demands of the consumers especially in the area if taste (Cheng,

2006).

2.5.2 Tastes and Ingredients

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Taste and ingredients may impact the decision of the consumers strongly. These two

elements give the food high ratings by the consumers. Good and bad taste for food is linked

to the ingredients used in the food. The new restaurant openers need to ensure that expert

chefs are hired for the preparing the different types of cuisines (Kivela, Inbakaram &

Reece, 2000). The spices preferred by consumers vary from one consumer to another. Due

to ethnic and religious reasons, some ingredients may not be used by a specific community

while others may be fine with any ingredient used (Sulek & Hensley, 2004).

2.5.3 Behavioural and Attitudinal Loyalty

Brand loyalty and repeat purchases by the consumers are usually considered the same thing

by majority. Loyalty has two dimensions related to it (Walker, 2006). The two dimensions

are behavioural and attitudinal.

The behavioural loyalty elements for consumers tend to be related directly with the

consumers when they make direct purchases. The attitudinal loyalty element reflects upon

the ability of any consumer to be attracted towards and specific outlet (Kevin and Clancy,

2006). Both these elements need to be reflected upon in great depth by the restaurant

openers for the purpose of attaining loyal customers.

2.5.4 Menu VarietyMenus need to be attractive for the purpose of maintaining and retaining their consumer

base for long time periods (Namkung & Jang, 2007). Specific cuisines are preferred by

some consumers and they prefer and expect restaurants to have innovative creations in

quality of food and varieties offered. Variety ingredients should be used for consumers so

that the taste of food can be unique for them (Sulek & Hensley, 2004).

Kivela, Inbakaram & Reece (2000) reflected upon the issue that varieties are highly

preferred by consumers and the level of satisfaction increase with this. Other elements

considered by consumers are about the theme and ambience of the restaurant. Restaurants

should focus upon providing pleasant ambiences for attracting consumers towards their

restaurant.

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2.5.5 Appearance and Presentation

Consumers usually observe the presentation of food and then taste for judging the quality of

food (Namkung & Jang, 2007). Food, presented in an attractive way tends to make the

consumer like the food. Food presentation is an important element for customer satisfaction

and it reflects upon the quality of food (Namkung & Jang, 2007). Interest level increases

for consumers with eye – catching presentation of food.

2.5.6 Customer Perceived Value

Customer’s perceived value is determined by measuring the difference between the benefits

offered by one product and the costs to choose its alternatives. All product and service

oriented firms need to ensure that they perform up to the perceived value by the customer

(Walker, 2006).

Total customer value, therefore is linked with the monetary value which has been perceived

by the customer (Walker, 2006).

2.5.7 Cultural Learning

For experiencing new cultures, various cuisines are preferred to be tried out by the

consumers (Withers, 2000). Experiencing these types of things is regarded as hobbies for

lovers of food in many countries. Ethnic restaurants allow people to experience food of

different cultures and rate them accordingly.

The cultural food offered by any restaurant will allow the foreigner to experience culture of

that specific country Sukalakamala and Boyce (2007). If the cultural cuisines are liked by

the consumers then they would have a desire to visit the country and try out the cuisines

originally of that country. Those that have already visited the original countries will get a

chance to recall the experiences they had regarding food culture (Verbeke & López, 2005).

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Foreigners understand the culture about any specific country better by trying out the food of

that culture (Sukalakamala and Boyce, 2007). Expansion in the international and global

markets becomes easier for the cuisine restaurants once acceptability has been observed by

the consumers (Turgeon & Pastinelli, 2002).

2.6 Arabic Food and Middle Eastern CuisineThe different types of food and Middle Eastern cuisine available are discussed below

(Middle Eastern Food, 2011):

1. Hummous: This sauce is made from sesame seeds and white chick peas

2. Koussa mahshi: This is the stuffed corgettes

3. Wara enab: This is a dish made from rice and leaves of wine

4. Tabouleh: Salad made from parsley and wheat

5. Ghuzi: A lamb meat dish made with nuts and rice

6. Hareis: A dish made of wheat and lamb

7. Kabsa: A dish made of grilled chicken and rice

8. Shawarama: One of the most favorite dishes of the Middle East. This dish is made

from grilled slices of chicken and meat, with French fries and salads, chilli sauce,

tomatoes and mayonnaise.

9. Falafel – This dish is made of fried chick peas

10. Pastries—Zaatir (thyme), Cheese, Labneh

11. Mutabbel – This dish is made from broiled eggplant and mixed with olive oil,

lemon and Tahini

12. Shish Tawook – skewered and marinated chicken

13. Kellaj – it is Lebanese bread mixed with cheese and is grilled.

Many of the Arabian dishes consist of grilled meat with different combination and

variations in bread and rice.

The desserts in Arabian cuisine consist of Kunafeh which is a dish prepared from semolina

and is combined with cheese and syrup. The Arabian cuisine drinks consist of fresh juices

21

at affordable prices for all. Many people prefer the fruit cocktail drink which is a heavy

fruit drink.

2.7 Relative Importance of Restaurant Choice Factors

It is important for new restaurant operators to find out the importance of each of the factors

of new cuisine restaurants as the decision making of consumers is dependent upon the

factors important for consumers when they visit any restaurant (Soriano, 2002). There have

been many research studies conducted that reflect upon the consumer behaviour patterns

when deciding upon restaurants and their preferences while dining out in any restaurant

(Kivela, 1997; Koo et al., 1999). Also there have been research studies highlighting the

importance of the demographic characteristics of consumers while they select any

restaurant for dining out (Kivela et al., 2000; Olsen et al., 2000; Soriano, 2002; Yüksel

&Yüksel, 2002).

If the number of resources are limited, and the factor list is indefinite for the consumers

then it is highly important to understand the factors on which depends the decisions of the

consumers when they plan to try out any new cuisine restaurant. This will allow the

restaurant openers to understand the preferences and priorities of the factors by the

consumers and accordingly can work upon them (Soriano, 2002).

So it is extremely important for restaurant openers that when they plan to launch any new

cuisine restaurant they should analyse the most important attributes of the consumers

because the decision to visit the restaurant is in the hands of the consumer (Sulek &

Hensley, 2004).

2.8Experience Economy.

Experience economy consists of an extremely high level of satisfaction and also transforms

any event or any service into a highly remarkable and memorable situation for the

22

consumer (Pine & Gilmore, 1998). Experience economy tends to involve versatile

consumptions and it can be titled as hedonic consumption.

With the help of experience economy phenomenon, the dining experience and consumption

situations have benefitted to a large extent. The dining experience aspect tends to offer

consumers various cuisines along with many intangible benefits and utilitarian benefits

(Woo Gon Kim, 2008). There is no fix time or duration or reason why consumer needs may

change and therefore restaurants need to constantly thrive towards bringing in innovation in

their cuisines and dining outlets (Andersson & Mossberg, 2004).

23

Chapter Three: Research Methodology

3.1.Introduction of Chapter three:The literature review that has been discussed in chapter review reflects upon the way

consumers make decisions for any product or service. Various theories of researchers have

been discussed in this chapter. Chapter 3 now will focus upon the research methods

selected by the researcher for completing the dissertation. The research onion has been the

basis of the research methodology selection for the dissertation. Saunders (2009) has

analysed the research methodologies in depth. The research methodology chapter will

discuss the philosophies and approaches taken by the researcher along with the research

strategies and research choices undertaken by the researcher. The chapter will also be

discussing the ethical considerations of the research along with the limitations of the study.

3.2.Research Onion:

Figure 3.2 : Source: Research onion by Saunders et al. (2009)

24

3.3.Philosophy behind the studyThere are four philosophies of research defined by Saunders (2009). The philosophy of

positivism is linked to facts and is suitable for research studies that are scientific or natural

in nature. The philosophy of realism deals with the reality of the study or dealing with the

truth behind the research study. The philosophy of pragmatism deals with the study that is

focused towards only one question. The interpretive philosophy is applied for those studies

where the aim is to investigate situation of human involvements (Saunders et al., 2009).

The most suitable research philosophy that is applicable in this research study is the

interpretive research philosophy as it is dealing with the “Pakistani Consumers” and

investigating their perceptions about Arabic Cuisine. The Interpretive strategy is useful for

collecting responses from the respondents regarding any particular product or service.

3.4.Research approach:There are two types of research approaches that can be applied in the research studies and

they are the inductive research approach and the deductive research approach (Saunders et

al. 2009). Inductive approach focuses in making observations and then linking it to the

theory. In the deductive research approach, first theories are analysed and then any

observation is deduced (Saunders et al. 2009).

This particular research study will be analysing the theories related to consumer perceptions

and behaviour and then observing the responses of the respondents related to their

preferences of Arabian cuisine in the Karachi market. So the most suitable research

approach that can be applied in this dissertation is the deductive research approach of

analysing theories and then linking it to the response tend attained by the sample size.

3.5.Research StrategiesThe research strategies are the tools that are used for collecting the data for the research and

the major focus of this is towards the primary data collection. There are many strategies

present for the purpose of collecting data (Saunders et al. 2009). The experiment strategy is

used basically in natural studies where environments are created and then tested by doing

variations. Statistical tools may be implied in experiment strategy. The survey research

strategy is used in the area of social sciences and is one of the popular research strategies

25

for gathering both the qualitative and quantitative data. The interview strategy gathers data

through face to face communication by the researcher or any other type of verbal

communication mode such as on telephone. The case study strategy focuses on any one

particular aspect and the research revolves around the understanding of that topic.

In this particular research study, the survey questionnaire method has been selected by the

researcher for gathering the data from the respondents about Arabian cuisine. Below is the

analysis of this tool for this research study.

3.6.Questionnaire:The questionnaire strategy gains responses from sample size in a written form.

Questionnaires are usually of three types open ended questionnaires, close ended

questionnaires and semi structured questionnaire (Saunders et al., 2009). Open ended

questionnaires consist of questions that require opinion based answers from the

respondents. Close ended questionnaires consists of questions that has the options

mentioned as answers for the respondent to choose and answer accordingly. For this

particular study, a close ended questionnaire has been prepared by the researcher with 15

questions. Questionnaires have been distributed amongst random people in the potential

target market area of Karachi.

3.6.1. Structure of Questionnaire: The survey questionnaire consists of 15 questions and each question is structured to attain

generalised perceptions about Arabian cuisine. Questions one to five in the questionnaire

focus upon investigating the likes and dislikes of the respondents in respect to Arabian

cuisine and also investigating whether they have tasted Arabian cuisine previously or not.

Question 6 is related to the types of Arabian Cuisine experienced by the respondent.

Question 7 and question 8 is related to the taste and ingredients used in Arabian Cuisine.

Question 9 and question 10 is related to the service quality of the restaurants in Karachi that

are experienced by the respondents. Question 11 focuses on the aroma of the restaurant.

Question 12 focuses on the dining out preferences of the respondents. Question 13 is

related to the amount if spices preferred by respondents. Question 14 focuses on the new

type of cuisines preferred by respondents. Question 15 focuses on rating the service quality

26

of the other restaurants in Karachi. All of these questions are in a close ended form with

options given under each question. All these questions aim towards investigating the

perception of respondents related to Arabian Cuisine restaurant

3.7.Research Choice:For the purpose of avoiding complications, the mono research strategy has been

implemented in the study. The mono research strategy method allows only one research

strategy to be used and that is the questionnaire being used for this study. Using more than

one data collection strategy can create complications for the study. For preventing any

complications, the researcher has selected the one most suitable data collection method for

this study and that is the questionnaire strategy.

3.8. Research Time Horizon:The study will use the cross sectional time horizon approach as the dissertation needs to be

completed in a certain time frame. The study is focused towards the consumer perception of

Arabian Cuisine in the Karachi market.

3.9.Data analysis technique:The data is collected from the target market consumers about their perceptions of Arabian

cuisine restaurant in their locality. Different types of Arabian cuisine related questions are

posed at the respondents. Data is represented graphically in the form of pie charts using MS

Excel. All the questions are displayed separately along with its analysis.

3.10. Data types:There are two types of data collection methods and they are the primary data collection and

the secondary data collection method (Saunders et al. 2009). For the study to be reliable

both primary and secondary data need to be used. Primary data is collected from the

consumers in the Karachi market. Secondary data is collected through marketing

magazines, marketing journals, articles on websites, and online data base are used for

gathering the information related to the dissertation topic.

27

3.11. Sample Size:The sampling method that has been applied in this study is the random sampling method

and this has been done due to the sources and constraints of time for the researcher.

Respondents are selected from the different potential areas of Karachi and all respondents

have equal chances under this sampling method. The sample size selected for the research

is 50.

3.12. Hindrances in Research: There were two main problems faced by the researcher, first being the reluctance of the

consumers regarding filling the questionnaire. They had to be assured that their responses

would be kept confidential by the researcher. Personal information question was avoided so

that response rate could be increased. The second hindrance faced by the researcher was the

limitation of time and resources. The researchers conducted planning of available resources

in a systematic way so that it could be utilized to the optimum level and provide maximum

benefit to the researcher

3.13. Ethical Consideration of research:The researcher will follow and adhere to the ethical guidelines given by the university. This

will allow a reliable research study to be produced. The referencing style that has been

implied in the study is the Harvard referencing style. The responses gained will be kept

confidential by the researcher so that maximum views can be attained by the respondents

without any reservations of any type by understanding the explanation of aims and

objectives by the researcher. The respondents will be explained about the research methods

used in the study. Data will be presented with the use of MS Excel charts. The researcher

cannot be compelled on any legal binding or obligations of the research

3.14. Conclusion of chapter threeThe chapter three of research methodology consists of various types of research

philosophies and strategies and also highlights the most suitable strategy that has been

adopted by the researcher. The interpretive research philosophy and the deductive approach

of research have been used by the researcher. The data collection strategy uses both

primary and secondary data through various sources. Primary data has been collected

28

through survey questionnaire strategy. The following chapter focuses on the presentation of

data and conducts analysis and ponders upon the results.

Chapter Four: Data presentation & analysis

4.1.IntroductionThe data presentation and analysis chapter focuses on the presentation of the data gathered

from the respondents and the researcher then further analyzes the data. Pie charts are used

for representing the data.

4.2.Research background:The background of research is to survey the likes and dislikes of consumers regarding their

interest in the launch of Arabic Cuisine in the Karachi market. The questionnaires

accordingly probes deep into investigating the perceptions of the consumers about Arabic

Cuisine. In some question, specific types of Arabic cuisine have been mentioned and then

investigated which is the most preferred cuisine by the consumer.

4.3.Results presentation and discussion:The data has been formatted in the form of tables and then percentages of the data have

been calculated and depicted in the pie charts. Each question has been presented separately

and also discussed. The following are the questions discussed in a sequential manner of the

questionnaire.

29

4.3.1. Do you like to try out different cuisines? The purpose of asking this question is to know whether the consumers in the target market

areas of Karachi are interested in trying the different types of cuisines or not. There are 50

people selected as the sample size and they are asked about their interest in various types of

cuisines. The answers received for this questions was mostly in the affirmative and this is a

positive sign for organizations because of the locality of any market is interested in cuisines

versatility then the chances of launching a new cuisine restaurant increases.

Analysis

The keen interest of the people from the selected target market areas have responded in the

affirmative for having interest in trying out the different cuisines. 80% of the people like

trying out new cuisines and 20% stated that they do not like to try out the different types of

cuisines.

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Question 1 Frequency Percentage

Yes 40 80

No 10 20

Total 50 100

4.3.2. How would you rate the oriental cuisine restaurants in

Karachi? Findings

There are many food outlets and restaurants in Karachi. From Coffee Café’s to Italian and

Chinese food, all major areas where the purchasing power is high of consumers, it can be

observed that restaurants are present for the consumers. During the survey with the

consumers, the ratings that have been provided by the respondents reflect that majority of

the restaurants provide good oriental cuisines to the consumers. Out of the 50 respondents,

only 6% stated that they did not like the oriental cuisine restaurants in Karachi. 40% rated

the oriental cuisine restaurants in Karachi as average 34% rated it good. 20% rated that the

oriental cuisine restaurants in Karachi are excellent.

Analysis

It can be observed that the people of Karachi have good perceptions about the oriental

foods being offered in the city. The continental food restaurants that are in the initial phase

of launching need to be up to the standards of tastes and requirements of the consumers

because the consumers may consider the continental food as an alternative for trying out

something new.

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Question 2 Frequency Percentage

Bad 3 6

Average 20 40

Good 17 34

Excellent 10 20

Total 50 100

4.3.3. What is your favourite Foreign Cuisine? Findings

By finding out about the favourite cuisines of the people in the Karachi market, the new

restaurant openers can get a good idea upon which cuisines are in demand and which

cuisines are preferred most by the target market. The responses received by the customers

depict that the Chinese cuisines are one of the most favourite cuisines for the consumers in

Karachi. It was a good finding to know that after Chinese cuisines, there were people that

rated Arabic cuisines to be their favourite foreign cuisine. There are 40% of the consumers

that like Chinese cuisines, 30% of the consumers like Arabic Cuisine, 20% of the

consumers like Italian cuisine and 10% of the consumers like Mexican cuisine.

Analysis

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Question 3 Frequency Percentage

Chinese 20 40

Italian 10 20

Arabic 15 30

Mexican 5 10

Total 50 100

Arabic Cuisine has been preferred by some of the consumers and this is a good sign. This

would allow easy launching of the Arabic Cuisine restaurant in the market as some people

are willing and the others would need to be attracted towards the new cuisine.

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4.3.4. Would you like to try out Arabic Cuisines? Findings

For finding out perception of consumers related to Arabic Cuisines, this is a very important

question to investigate whether the consumers are interested in trying out the Arabic

Cuisine or not. 80% consumers out of the total sample size have showed interest in trying

out the Arabic Cuisines. 20% have stated that they would not like to try out the Arabian

Cuisine.

Analysis

The interest of trying out the cuisine is a positive sign for the restaurant and they know that

if they launch the cuisine according to the perception of the consumer then the business can

be successful as consumer willingness to try out the cuisine is very important.

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Question 4 Frequency Percentage

Yes 40 80

No 10 20

Total 50 100

4.3.5. Have you ever tasted Arabic Cuisines? Findings

The responses received depict that there have been 60% of consumers that have not tasted

the Arabic cuisines and 40% consumers have tasted the Arabic cuisine previously. The ones

that have tasted may have a certain standard of expectation when they try out the newly

launched cuisine whereas the ones that have not tasted may be looking for something

exciting to be tasted.

Analysis

The challenge becomes tougher when the new restaurant may have to cater to the market

that has almost equal ratios of tasting Arabic Cuisine and not tasting Arabic Cuisine. The

consumers that have tasted the cuisines may be looking forward for the same taste and

therefore quality product need to be offered. For those that have not tasted, taste according

to their requirements may attract them towards the cuisine in future too and allow them to

make repeated purchases.

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Question 5 Frequency Percentage

Yes 20 40

No 30 60

Total 50 100

4.3.6. Please tick the Arabic cuisines you have experienced.Findings

The experiences related to Arabic Cuisine have been different for the different individuals.

The most common Arabic cuisine experienced by the individuals have been the Arabic

bread, 50% consumers have experienced Arabic cuisine. The next cuisine experienced after

Arabic bread has been the Shawarma and Kabsa (Arabic Rice). The least experienced

Arabic Cuisine has been Falafel which is 10% of the sample size.

Analysis

Since Arabic Bread has been the most common cuisine experienced by consumers, it is

feasible to start up cuisines that involve the use of Arabic breads, because consumers have

experienced and will prefer to have Arabic bread related cuisines.

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Question 6 Frequency Percentage

Shawarma 10 20

Falafel 5 10

Arabic Bread 25 50

Kabsa 10 20

Total 50 100

4.3.7. Would you try out the Arabic cuisine restaurant on the basis

of taste and ingredients of the cuisine? The ingredients in any cuisine play an important role towards the acceptance of the cuisine

by the consumers. The percentage of consumers that responded in affirmative for

evaluating the ingredients of the cuisine and then trying it out are 80 % of the consumers.

20% of the consumers stated that their selection of trying out Arabic Cuisines would not be

on the basis of taste and ingredients.

Analysis

A high percentage towards the option ‘Yes’ reflects that the consumers are careful about

the ingredients used in any type of cuisine. This data is in consensus with the next question

as to which ingredients are used in Arabic cuisines commonly and the acceptance of

consumers for the ingredients used in this type of cuisine.

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Question 7 Frequency Percentage

Yes 40 80

No 10 20

Total 50 100

4.3.8. Popular ingredients used in Arabic Cuisines Findings

The popular ingredients that are usually used in Arabic cuisines were mentioned in the

survey and after reviewing those ingredients, it was observed that 86% of the consumers

would try out the Arabic Cuisines for their popular ingredients. 14 % of the consumers

stated that they would not try out the cuisines based upon the ingredients mentioned in the

questionnaire survey.

Analysis

It can be observed from the figures above that many of the consumers are familiar with the

ingredients used in Arabic Cuisine and therefore they may not have problems while these

ingredients are used in the preparation of Arabic Cuisines.

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Question 8 Frequency Percentage

Yes 43 86

No 7 14

Total 50 100

4.3.9. Do the services of the restaurant go the extra mile to serve

their valuable customers? Around 27% of the consumers stated that the services of the various restaurants in Karachi

do go about the extra mile to serve their valuable customers. 73 % of the consumers stated

that the majority of the restaurants operating in Karachi do not go the extra mile in serving

their customers. This percentage of dissatisfaction is quite high.

Analysis

The percentage of consumers being dissatisfied with the extra services of the restaurants is

quite high. The new restaurant openers have a dimension to focus upon highly as

consumers always rate the services and tend to have a revisit to the restaurant based upon

the services they have received.

39

Question 9 Frequency Percentage

Yes 14 28

No 36 72

Total 50 100

4.3.10. Are you entertained immediately on arrival to the

restaurants in Karachi?Findings

There have been 40% of the consumers that have stated that they are entertained

immediately on arrival in the restaurants whereas 60% of the consumers state that they are

not entertained immediately on arrival in the restaurant.

Analysis

The differences in responses are due to the nature of the restaurants. Some consumers

usually visit the fast food restaurants where they have to do self service whereas in other

food restaurants the staffs usually offer immediate services. This again reflects that front

line services of the restaurant staff need to be of high concern while opening up a new

Arabic Cuisine restaurant.

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Question 10 Frequency Percentage

Yes 20 40

No 30 60

Total 50 100

4.3.11. Would you prefer an Arabic aroma and setup to be

instilled in the restaurant?Findings

There have been 66% of the consumers that have stated they would prefer an Arabic aroma

setup in the restaurant and 34 % of the consumers have stated that they would not prefer an

Arabic aroma setup.

Analysis

For some consumers, aroma setup of any type does not make a difference, these types of

consumers just focus on price and quality of food while for others the concept of dining out

is to fully enjoy each and everything and these types of consumes prefer the Arabic aroma

setup. The figure indicates that a high percentage of consumes prefer and Arabic aroma

setup and therefore while opening up the new restaurant it should consist of the Arabic

aroma setup for attracting many customers.

41

Question 11 Frequency Percentage

Yes 33 66

No 17 34

Total 50 100

4.3.12. What do you look for in restaurants that you prefer to

dine out?This is one of the most important questions in the questionnaire survey and this would

reflect upon exactly what are the main demands by the consumers for Arabic cuisine

launching in the Karachi market. There have been 26.7% of the consumers that have stated

they would look upon the quality of food when opting to dine out in restaurants. 13.3 % of

the consumers would look for services and 46.7% of the consumers would look for the rates

when opting to dine out.

Analysis

It can observed that majority of the consumers are focused upon the element of rates or

prices of the cuisines when they plan to dine out. This clearly gives an indication that the

prices of the Arabic cuisines should be set at reasonable rates as consumers prefer

reasonable rates to a very high extent. If rates are attractive, the consumers may plan to visit

restaurants often. The quality and services then would add more to the interest of the

consumer.

42

Question 12 Frequency Percentage

Quality of food 13 26

Services 7 14

Rates 23 46

Ambience 7 14

Total 50 100

4.3.13. What is the amount of spice that you like in your food?Findings

The people in Karachi are fond of spices. The normal cuisines of Karachi consist of very

spicy food. Therefore the responses received for this question is that 40% of the consumers

stated that they prefer highly spicy food, 40% of the consumers also stated that they prefer

moderate spicy food, and 20% stated that they prefer less spices in their food.

Analysis

Arabic Cuisines in general are moderately spicy and their flavour and aroma is usually

attractive that even those who prefer high spices also tend to love Arabic cuisines

immensely. The grill foods of Arabic cuisines are considered to be highly tasty and are

preferred by many. Since there is an equal ratio of consumers that prefer high spices and

consumers that prefer moderate spices, the Arabic cuisines should be prepared with the

intent of moderate level spices so that it becomes acceptable for the consumer.

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Question 13 Frequency Percentage

Highly Spicy 20 40

Moderate Spicy 20 40

Less Spicy 10 20

Total 50 100

4.3.14. What would you look for in a new type of cuisines

offered by restaurant?Findings

The main elements that consumers would look for in any new type of cuisines offered by

the restaurant would be the menu of the cuisine restaurant and the services portrayed and

offered by the restaurant as the percentage of consumers that opted for both of these

elements is 26% each. 16% of the consumers have opted for the atmosphere of the

restaurant and 16% of the consumers have also opted that they would look for the

presentation of food in the new cuisine restaurants. 16% of the consumers have stated that

they would look for the quality of food in the new cuisine restaurants.

Analysis

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Question 14 Frequency Percentage

Menu 13 26

Atmosphere 8 16

Service 13 26

Presentation of food 8 16

Quality of food 8 16

Total 50 100

The new Arabic cuisine restaurant needs to ensure that they focus strongly on the menu

they offer to consumers and also ensure that the services should make the consumers

satisfied. At times, making the consumer feel valuable allows them to make frequent

revisits to the restaurants with further more family and friends.

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4.3.15. How would you rate the service of the restaurants in

Karachi?Findings

The ratings have been on a multiple scale by the various respondents. There have been 6%

of the consumers that have stated that the services of the restaurants in Karachi are bad,

40% of consumers have rated the services to be average, 34% of the consumers have rated

the services of the restaurants to be good, and 20% of the consumers have rated the services

to be excellent.

Analysis

The various ratings have been due to the type of restaurants visited by the consumers. The

normal restaurants with oriental cuisines may not tend to focus more on the service quality

as they do not make high investments in this area. The continental and high priced

restaurants ensure that their quality of food along with the services should be good.

46

Question 15 Frequency Percentage

Bad 3 6

Average 20 40

Good 17 34

Excellent 10 20

Total 50 100

4.4.Conclusion of Chapter Four:The chapter four is about findings and analysis of the responses received from the

consumers and it can be viewed that for different types of questions there have been a

certain pattern of responses received which gives a clear indication that the Arabic cuisines

would be preferred in the Karachi market if their taste, ingredients, and services are up to

the mark. There were 15 questions in the questionnaire survey and 50 respondents have

been selected from the target market area of purchasing power of consumers. The following

chapter will focus upon conclusion and recommendations of the study.

47

Chapter Five: Conclusion & Recommendations

5.1.IntroductionThe prior chapter discusses about the data that has been gathered from the consumers and

an analysis is given by the researcher on the data gathered. This chapter is the final chapter

of the dissertation and it reflects upon the overall conclusion of the study along with the

suggestion of recommendation based upon the analysis of the study.

5.2.ConclusionAs discussed in the literature review section, the Karachi market is highly interested in the

various types of cuisines that are offered in the region. Dining out with family and friends

on weekends and other occasions is a common activity that is observed in the masses

amongst the consumer market in Karachi. Any type of cuisine that is offered in the Karachi

market may prove to be successful if the rates and quality of food meet the demands and

expectations of the consumers.

According to the survey carried out for the consumer perceptions of Arabic cuisines, it can

be denoted that majority of the consumers are willing to try out the Arabic cuisines and

those that have already experienced such cuisine are looking forward and interested to

experience more of this type of cuisine in their region. The restaurant of Arabic Cuisine

needs to focus on providing excellent customer services along with the quality of Arabic

food so that consumers make repeat visits to the restaurants

With the help of the survey, it has also been depicted that the consumers are particular

about the taste and ingredients used in the Arabic cuisine. The literature review section

highlights the importance of taste and ingredients used in cuisines; this element plays an

important role of consumer willingness to try out certain new cuisines.

The services offered by the restaurants reflect highly upon the satisfaction and

dissatisfaction level of the consumers. The literature review section of the dissertation

discusses about the relationship of service and quality of food with the consumer behavior

and their level of satisfaction with the restaurant. The Arabic cuisine restaurant must focus

upon their internal designing and setup of the restaurant and must focus upon providing an

48

ambience that is pleasant for the consumers upon their visit to the restaurant. The quality of

food should always be high and it should satisfy the consumers highly.

The first and foremost priority when dining out is the quality of the food. The most

appealing factor is the presentation of the food, along with the atmosphere provided.

Arabian food has simple easy to find ingredients, with particular spices which add flavour

to it, improving the quality of the food. The simplicity of the cuisine also ensures that it

within budget as well, which we see as the rates is the utmost concern of the consumers.

The local food palate is filled with all kinds of spices. It’s a trend in Karachi to eat very

spicy food. The Arabian cuisine, even though it is less spicy comparatively to our local

cuisine, it will still be accepted because of the richness in the food and the blend of spices.

Moderate Spice and Highly Spicy have the same frequency which is a good signal to ensure

that the Arabia

The menu of the restaurant speaks volumes about the kind of environment they are going to

cater. The menu is directly associated with the kind of atmosphere they are going to host as

well as the presentation of their food. An oriental menu will have a local themed restaurant

and the presentation of the food will be in the local crockery as well. It’s all interrelated.

Some food joints offer multiple cuisines on their menu and the theme is a neutral one.

Service and Quality of the food has no relation to the type of cuisine they offer. It solely

depends upon the staff and usually it is also seen that chain outlets differ in their quality

and service from branch to branch. Themed restaurants are becoming very popular in

Karachi and the Arabic theme would be naturally appealing, owing to the similarity with

our local cuisine.

We see the majority restaurants running in Karachi are of the local cuisine and are hosted

by medium-sized to small-size business vendors. Hygiene and cleanliness is a background

priority in Karachi and only few restaurants give it the optimum required priority. It’s

partly also because the customers are immune to seeing this kind of environment in the

restaurants and are either negligent or used to seeing this level of cleanliness. But,

nevertheless, the trend is changing now and most food outlets are concerned about their

hygiene status and so are the customers in choosing the right outlet for their family’s health.

49

The menu that is designed for the Arabic cuisine restaurant should be having varieties as

the more varieties present the more interest consumers may develop in trying out the

dishes.

Overall it can be concluded that consumer perceptions of Arabic cuisine in the Karachi

market is positive and there is willingness in the consumers towards trying out Arabic

cuisine.

5.3.RecommendationsThe recommendations that can be offered after analyzing the dissertation study are that as

follows:

The Arabic cuisine has positive perceptions in the minds of the consumers and

therefore with the launch of the new Arabic cuisine restaurant, it should be ensured

that the expectations of the consumers are met to the optimum level.

The quality of food should be up to the mark and an expert chef in Arabic cuisine

should be hired so that the consumers enjoy the taste and can link it to the original

taste of Arabic cuisine.

The ambience of the restaurant should be highly appealing to the consumers and

investments should be made in the layout and design of the restaurant,

The Arabic cuisine restaurant should be opened in the potential market area where

the demand of continental cuisines is high and purchasing power of consumers is

also high.

5.4.Conclusion to chapter fiveThe final chapter of the dissertation has discuses about the recommendations of the study

and also provided an overall conclusion of the study.

50

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17.

AppendixQuestionnaire

The questionnaire has been developed for the customers to retrieve their responses for the Arabic

cuisine restaurant being launched in the Karachi market. The purpose of the questionnaire will

discuss about the aspects that are preferred by the customers for an Arabic Cuisine restaurant. The

researcher will be highly grateful to you for taking out your valuable time and filling up the

questionnaire. The responses would assist the researcher in completing the research study in the

required manner.

1. Do you like to try out different cuisines?

Yes

No

2. How would you rate the oriental cuisine restaurants in Karachi?

Bad

Average

Good

Excellent

3. What is your favourite Foreign Cuisine?

Chinese

Italian

Arabic

55

Mexican

4. Would you like to try out Arabic Cuisines?

Yes

No

5. Have you ever tasted Arabic Cuisines?

Yes

No

6. Please tick the Arabic cuisines you have experienced.

Shawarma

Falafel

Arabic Bread

Kabsa

7. Would you try out the Arabic cuisine restaurant on the basis of taste and ingredients of the

cuisine?

Yes

No

8. The most popular ingredients used in Arabic Cuisines are Cinnamon, Curry powder,

Yoghurt, Onion, Mint, Rice, Saffron, Sesame, Garlic, Tea, Thyme, Turmeric, Zucchini,

Parsley, Green Pepper, Cucumbers, Eggplants, Lettuce, Olive Oil. Do you feel that the

combinations of the above ingredients can result in good food that you would like to try

out?

Yes

No

9. Do the services of the restaurant go the extra mile to serve their valuable customers?

Yes

No

56

10. Are you entertained immediately on arrival to the restaurants in Karachi?

Yes

No

11. Would you prefer an Arabic aroma and setup to be instilled in the restaurant?

Yes

No

12. What do you look for in restaurants that you prefer to dine out?

Quality of Food

Services

Rates

Ambience

13. What is the amount of spice that you like in your food?

Highly spicy

Moderate Spicy

Less spicy

14. What would you look for in a new type of cuisines offered by restaurant?

Menu

Atmosphere

Service

Presentation of food

Quality of food

15. How would you rate the service of the restaurants in Karachi?

Bad

Average

Good

57

Excellent

Thank you for your time. The responses will facilitate the researcher in completing the research

study.

PARTICIPANT INFORMATION SHEET

You are being invited to participating in a research study.

Before you decide whether or not to take part, it is important for you to understand for you

to understand why the research is being done and what it will involve. Please take time to

read the following information carefully. If you agree to participate, please sign the

informed consent form.

RESEARCH TITLE

CONSUMER PERCEPTIONS & ATTITUDES TOWARDS ARABIAN CUISINE

RESTAURANT IN KARACHI

PURPOSE OF THE STUDY

The basic purpose of the dissertation is to conduct a market research study and find out about the

perceptions and attitudes of the consumers of Karachi towards the Arabian cuisine.

DATA COLLECTION

The research is broken down into two elements:

Part 1 Collection of data by way of questionnaire which you will complete on your own in

privacy. All questions will concentrate on generic information only and you have

the right not to answer any question which you feel is inappropriate.

Part 2 During part one of the data collection you will be asked for permission to be

included in part 2. Part 2 will consist of individual interviews which will

58

concentrate on gaining a deeper understanding of your answers in part 1. All the

participants of part 2 will be randomly selected from those participants of part 1

who have given consent to be considered as participants of part 2.

How will your information be used and stored?

Used. All participants, whether in part 1 or 2, will be given an alpha-numeric code to

ensure limited identification of the individual to the researcher and supervisors only.

Your personal information (name, age, gender, educational level) is required for

segmentation purposes and for identification to the researcher for consensual

inclusion in part 2 only.

All data, except information which could identify you as a participant, will be

entered into a computer programme either for analysis or for data organisation.

This analysis will be used as a major contribution to the body of my MBA

Dissertation and for ongoing further analysis. You retain the right to withdraw

consent to be a participant at any time upto the date of publication.

StoredWhen not in use all paper based information will be kept in a locked filing cabinet.

When not in use all electronic data will be kept on a password protected laptop

which is secured in a locked filing cabinet.

What will happen to the data after the study has ended?

The data will be used only in dissertation purpose and not to be published in any way.

How the interviewee can obtain the results of the research.

The interviewee can obtain the results by means of data analysis report.

Contact for further Information:

Cardiff Metropolitan University: UWIC

Cardiff School of Management

59

Western Avenue

Llandaff

Cardiff

CF5 2YB

Thank you for your precious time to read the information sheet.

60