Consumer Behaviour Phase 1 Report .docx

Consumer Behaviour Phase 1 Report Batch II Submitted to: Prof. Neena Sondhi

Submitted by: The Storm Borns Kritika Baid Manasvi Saxena Rahul Gupta Riddhita Sarcar Vanika Dua

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Table of Contents Category Snapshot – Restrobar .................................................................................................................... 3 Sample Profile ............................................................................................................................................... 4 Store Details .................................................................................................................................................. 5 Consumer Decision Making Process ............................................................................................................. 8

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Category Snapshot – Restrobar According to a report by Euromonitor, restrobars have been growing faster than cafes propelled by younger consumers, competitive pricing and an expansion of options. Indians, as individuals are highly accommodating and adaptable. This attitude gave rise to a myriad of pubs and bars even though drinking isn’t traditionally part of the social culture in India. The Indian pubs also keep food on the menu to appeal to a wider audience. This is how the term "restobar" came to be used, where one can dine-drink and dance later. The food and beverage sector in India is extremely evolving in nature with even more evolving restaurant trends. This sector is already the largest retail consumption category in India, accounting for approximately 31% of the country’s consumption basket. According to a report from National Restaurant Association of India (NRAI), Annual sales in the restaurant industry are $783 billion and Annual food and beverage purchase are projected to be at $279 billion. Pub Bars Club & Lounges make up almost 15% of the retail chain. According to a survey by Franchise India, 34% of the people eat out two to three times a week, while 27% eat once a week, about 11% eat three or more times a week, 12% eat once a month, 3% eat on special occasions, while 12% love to eat daily at a restaurant. The per capita income of the Indian household has increased and there are more working people per household. With more disposable income at hand and the work-life imbalance in the mix, people are eating out more frequently. The young working crowd is also more adventurous and willing to experiment. People today are also willing to pay a premium for an exceptional service and experience. Despite the growth of the sector, the past year turned out to be highly eventful with the challenges it imposed. Firstly, service charge was made optional. Then, highway liquor ban and GST came into effect. Soon after, hookah was also banned. But it was not all gloomy as GST rate was cut down to 5% for restaurants and online liquor application was made possible along with being allowed to sell mineral water above MRP. Apart from a horde of trends which were a major attraction in 2017, restaurants and bars in 2018 are witnessing new and growing trends such as Quick Service Restaurants (Q-S-R), authentic native cuisines, fruit-based beverages, mixology (the practice of making good cocktails), fermented beverages to name a few. Also on the rise are technological trends such as automated marketing, Restaurant POS systems which are restaurant management systems, Coravin, a device that helps pour wine without actually opening the cork or damaging the bottle. No matter what your choice of drink is, sipping it at a uniquely uber-cool place holds the appeal to rejuvenate your mood instantly. Mostly though, men and women under 40, working with MNCs blended well with the concept of pub culture. Contrary to the popular notion that weekend brings maximum crowd. People go there to unwind and discuss meeting over food and beer. Informal settings of a restobar are preferred over the setting of a formal restaurant.

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Sample Profile Gender

Occupation

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Job Description

Education

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Store Details Observation 1 Store location: Dlf promenade mall , first floor Time : 3:30-4:15 pm on a sunday Store details Location: Dlf promenade mall, vasant kunj first floor Layout : 8 high chairs near the bar , 3 couch tables , 5 small tables ,2 Big screen TVs on top on which the match was screened, An interactive screen was present as well which showcased beer trivia,current offers etc. the other extreme side had merchandise such as throw pillows,coasters, mugs,phone covers related to beer and quotes about beer on it Store personnel: All waiters and the bartender wore funky badges, which had quotes related to beer Sales promotion activities: Beer cafe app download and avail offers, Beerocrat Membership Where one pays 6000 per year and has access to a special menu which has prices lower than the traditional menu Typical no of consumers present during the visit: Housefull Customer movements: Purchase behaviour: 3 different menus were there a) The different kinds of beers and spirits b) cocktails and non alcoholic beverages c) Food menu - pasta,pizzas,burgers,finger food Most of the consumers had ordered a beer - budweiser ,Bira with some finger food and pizza Miscellaneous

Observation 2 Time: 6:45-7:45 pm on a Monday Store Personnel: Was very stringent with the age limit on alcohol. Total no. of consumers present during the visit: 22 (7 left, without ordering) Customer Movements & Purchase Behaviour: a) 2 men - early 40s - sitting in the table right at the centre of the bar, they had beer bottles. Were animated in their conversation but not loud. They had ordered fries and starters (medium snacks). Dressed casually in shirts and jeans. b) 2 women in their 40’s talking (had done some shopping in the mall, were dressed casually in salwar suits) but not ordering for 10 minutes. They were waiting for someone. Another woman (age around 35, wearing a chiffon sari, light makeup) came and joined them - ordered non 6|Page

alcoholic drinks only. No food. c) 3 men - one in his early 30s and the other two looked older (around 35) - were almost finished eating/drinking. They were sitting in the corner table beside the restaurant window near the entrance. They were laughing and talking loudly - beer bottles, red bull can, some light salad/snack item. Dressed casually in polo shirts and jeans. d) 2 girls and 1 boy in their 20’s- had already eaten. They had been sitting in one of the tables near the restaurant window. They were wearing fashionable attires. d) 1 man appeared to be 35ish - healthy structure - a lone drinker (pepsi plus whisky,2 times). He had a thick envelope in his hand. He went directly to the bar counter. He was coming in at regular intervals (10 minutes), drinking his drink (which the bartender kept ready, and covered with a napkin), and leaving. He came and went a total of 4 times. Seemed like a regular. He was dressed in a shirt (untucked) and jeans. e) 3 men in their late 20s - sat at the bar counter and drank beer from mugs. Did not order food. They were dressed casually in shirts/polo shirt and jeans. f) 1 young couple looked at the menu outside the store and went away. g) 3 men in their 40s, entered the store enquired about some things and went away. h) 2 men (60-65 years) came and sat, looked at the alcohol menu and then left.

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Consumer Decision Making Process Need Recognition Information Search Most respondents do a limited market research while selecting a restrobar. They consult their family and friends for suggestions and then decide the best alternative. While ordering from the menu as well, most respondents do a limited market research by reading through the menu and then deciding on what to eat. In certain cases, they may additionally also browse through Zomato and look at reviews online. Evaluation of alternatives As per the data collected from the sample respondents, the product category, that is choosing a restrobar, is sometimes an affective choice and sometimes an attribute based choice with more respondents leaning towards an affective choice. Ambience is what most people seek followed by proximity and affordability. This makes it a combination of both affective and attribute based choice. However, occasionally attribute based choice may prevail over affective choice if the consumer is pressed for time or it may become vice-versa if the consumer is in the mood to relax and unwind. Restrobar as a product ranged from medium to high involvement, depending upon the respondent. For respondents who make attribute based choice, it is a high involvement product. For consumers who make an affective choice, it is a medium involvement product. Purchase The purchase process in a restro bar lies on the consumer who places the order.Once the order is placed, the purchase will be made. The mode of payment for most of the consumer segment is by debit or credit card. Many restrobars these days offer variety of payment options like card payment, cash, mobile wallets etc. and give 10-15% discount if a customer pays through a specific bank’s card. This makes the life of the consumer easy and the purchase is completed quickly. If the purchase process takes too long, it also creates post purchase dissonanace among the consumers as purchase process is also considered a service provided by the restro bar. Post Purchase All the 10 respondents have been dissatisfied by one or more restrobars in their previous experiences. This has led to post purchase dissonance among the customer segment. Most of the respondents (7 out of 10) said that they usually express their disappointment to the restaurant staff (the server or the manager), while 3 of them said they would come back and write a negative review online (Zomato or Google). Two of them would write a post on Facebook to share their “bad” experience with their friends and family. 2 of them would also not recommend the place to their friends, family or colleagues.The post-purchase behaviours are overlapping with some people doing more than one activity (talk to the manager, write a review, put up a post) if they were horribly dissatisfied with the restrobar.

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Only 2 out of the 10 respondents said that they do not tip at all as they always pay by card. The others (6 respondents) said that they usually tip if the service was exceptionally good. Two of the respondents said that they always gave a tip to the waiter, provided that the service is not extremely dissatisfactory. Only 1 person agreed to the fact that tipping is a reflection of the service level of the restrobar. Rest of them disagreed.

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Appendix Interview RESPONDENT 1: Interviewed by Riddhita Sarcar 1. Demographic Details A. Age of the respondent - 35 B. Which social networking apps do you use daily? How much time do you spend per day on these apps? How much time do you spend per day consuming video content (YouTube, Netflix) – I use mostly Facebook and WhatsApp, just joined Instagram. I spend around 3 hours daily on social media. I use YouTube sometimes (to check some movie trailer/new song/cooking recipe/beauty videos) – around 20 mins daily.

2. Risks associated, Level of involvement, Kind of decision making a.

Rank the below features from 1-6 while selecting the restrobar (1 being the lowest and 6 being the highest) – i. Affordability - 4 ii. Ambience and vibe - 6 iii. Variety of beverages served - 1 iv. Gentry - 5 v. Prompt service - 2 vi. Proximity - 3

b.

Rate the below factors from 1-5 for selecting the restrobar (1 being the lowest and 5 being the highest) – i. Popularity of the restrobar - 5 ii. Variety served in it -2 iii. Expected waiting time for a table -1 iv. Promptness of service -3 v. Ratings of the restrobar available online-4

c.

What among the following is the closest to your approach while selecting the restrobar :i. You already have a favorite restrobar and you don’t search for upcoming restrobars and their offers (no market research)

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ii. iii. iv.

You randomly decide on any restrobar and head to it (no market research) You ask your friends and family to suggest you some restrobars and you decide one among the alternatives. (limited market research) You search for all the restrobar in the vicinity and then decide upon one after evaluating all the parameters that matter to you. (extensive market research)

d.

If you already have a favorite restrobar, what factors led to it and how did you evaluate those factors? Afraa Deli (Kolkata) – It has been closed down. The food was good and had a lot of variety. The seating was also cozy and comfortable. The ambience was nice and “soft”. Prices are reasonable and I can select from a variety of wines and cocktails.

e.

What among the following is the closest to your approach while ordering from the menu? i. You already know what you want to eat and just need to skim through the menu to find the same (No market research) ii. You read through the menu properly and then decide upon what to eat (limited market research) iii. You ask your friends and family about the food, browse on zomato for the reviews of the menu items and then place an order (extensive market research)

f.

Level of involvement in – i. Selecting a Restrobar (Inferred from question a) – Medium ii. Selecting what to order (Inferred from question e) - High

3. Problem recognition and information search: A. State at least 3 reasons why do you visit a restrobar and how often do you do it? I like going out, either with husband or friends. The dressing up and spending time is an occasion in itself. Trying out new places, new cuisines – I am a food connoisseur. I like spending special occasions in a happening place, instead of staying in. Place highly recommended by friends/colleagues/family/online reviews. I visit a gastropub almost every weekend. (around 3 times a month). B. Do offers and promotion activities of the restrobar (CHOOSE ONE) i. Attract you 11 | P a g e

ii. iii.

Indifferent Repel you

4. Purchase behavior A. What mode of payment do you prefer? Cards (cashless payments).

5. Post purchase behavior A. Have you ever been dissatisfied with the services of a restrobar? How do you convey your displeasure? How often do you tip? Yes, 3-4 times maybe. I almost always post a “check-in” in Facebook. So whenever someone asks me how the place was, I tell them that it was bad and a waste of time. If the place was exceptionally horrible, I put up a separate post talking about the issue with the restrobar. I pay by cards, so there’s no option of giving tips. B. Is the tip a major indicator of your experience? No (Not applicable).

RESPONDENT 2: Interviewed by Riddhita Sarcar 1. Demographic Details A. Age - 38 B. Which social networking apps do you use daily? How much time do you spend per day on these apps? How much time do you spend per day consuming video content (YouTube, Netflix)? I use WhatsApp. I log in to Facebook about 2 times in a week. I spend around 1-2 hours. I use YouTube to see song videos/funny videos – around 20 mins daily.

2. Risks associated, Level of involvement, Kind of decision making a. Rank the below features from 1-6 while selecting the restrobar (1 being the lowest and 6 being the highest) i. Affordability - 5 ii. Ambience and vibe- 2 12 | P a g e

iii. iv. v. vi.

Variety of beverages served - 3 Gentry - 1 Prompt service - 4 Proximity - 6

b. Rate the below factors from 1-5 for selecting the restrobar (1 being the lowest and 5 being the highest) i. Popularity of the restrobar - 2 ii. Variety served in it - 1 iii. Expected waiting time for a table - 4 iv. Promptness of service - 5 v. Ratings of the restrobar available online – 3 c. What among the following is the closest to your approach while selecting the restrobar?

i. ii. iii. iv.

You already have a favorite restrobar and you don’t search for upcoming restrobars and their offers (no market research) You randomly decide on any restrobar and head to it (no market research) You ask your friends and family to suggest you some restrobars and you decide one among the alternatives. (limited market research) You search for all the restrobar in the vicinity and then decide upon one after evaluating all the parameters that matter to you. (extensive market research)

d. If you already have a favorite restrobar, what factors led to it and how did you evaluate those factors? No such favourites, go to the nearest one.

g. What among the following is the closest to your approach while ordering from the menu? i. You already know what you want to eat and just need to skim through the menu to find the same (No market research) ii. You read through the menu properly and then decide upon what to eat (limited market research) iii. You ask your friends and family about the food, browse on zomato for the reviews of the menu items and then place an order (extensive market research) h. Level of involvement in i. Selecting a Restrobar (Inferred from question a)- Low ii. Selecting what to order (Inferred from question e)- Medium

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3. Problem recognition and information search: A. State at least 3 reasons why do you visit a restrobar and how often do you do it? There is an office party or some special occasion (going out with friends/wife). There is a promotional offer going on. I saw the place in Zomato listings and it was recommended by a colleague/friend. B. Do offers and promotion activities of the restrobar (CHOOSE ONE) i. Attract you ii. Indifferent iii. Repel you

4. Purchase behavior B. What mode of payment do you prefer? Cards, sometimes cash.

5. Post purchase behavior C. Have you ever been dissatisfied with the services of a restrobar? How do you convey your displeasure? How often do you tip? Yes. Before leaving I usually speak to the server and let him know about the issues. I also let my friends and colleagues know that the place was not good. If I am paying by cash, I leave a tip. D. Is the tip a major indicator of your experience? If the service was good, I leave a higher tip than what I give generally.

RESPONDENT 3: Interviewed by Vanika Dua 1. Demographic Details A. Age – 36

B. Which social networking apps do you use daily? How much time do you spend per day on these apps? How much time do you spend per day consuming video content (Youtube, netflix)? Instagram, Linkedin, Video content  less than an hr

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2. Risks associated, Level of involvement, Kind of decision making a. Rank the below features from 1-6 while selecting the restrobar (1 being the lowest and 6 being the highest) i. Affordability (Financial Risk) - 5 ii. Ambience and vibe- (Psychological risk) - 5 iii. Variety of beverages served (Functional Risk) - 3 iv. Gentry (Social Risk) - 4 v. Prompt service (Time Risk) - 2 vi. Proximity (Time risk) - 5 b.

Rate the below factors from 1-5 for selecting the restrobar (1 being the lowest and 5 being the highest) i. ii. iii. iv. v.

Popularity of the restrobar - 5 Variety served in it - 3 Expected waiting time for a table - 5 Promptness of service - 3 Ratings of the restrobar available online - 5

c.

What among the following is the closest to your approach while selecting the restrobar :- ( highlight the selected approach) i. You already have a favorite restrobar and you don’t search for upcoming restrobars and their offers (no market research) ii. You randomly decide on any restrobar and head to it (no market research) iii. You ask your friends and family to suggest you some restrobars and you decide one among the alternatives. (limited market research) iv. You search for all the restrobar in the vicinity and then decide upon one after evaluating all the parameters that matter to you. (extensive market research)

d.

If you already have a favorite restrobar, what factors led to it and how did you evaluate those factors? No favourite restrobar.

e.

What among the following is the closest to your approach while ordering from the menu i. You already know what you want to eat and just need to skim through the menu to find the same (No market research) ii. You read through the menu properly and then decide upon what to eat (limited market research) iii. You ask your friends and family about the food, browse on zomato for the reviews of the menu items and then place an order (extensive market research)

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f.

Level of involvement in i. Selecting a Restrobar (Inferred from question a) - high ii. Selecting what to order (Inferred from question e) - high

3. Problem recognition and information search: I.

State at least 3 reasons why do you visit a restrobar and how often do you do it? To eat, Drink, spend time

II.

Do offers and promotion activities of the restrobar (CHOOSE ONE) a. Attract you b. Indifferent c. Repel you

4. Purchase behavior A.

What mode of payment do you prefer? Debit card

5. Post purchase behavior a) Have you ever been dissatisfied with the services of a restrobar? How do you convey your dissatisfaction? How often do you tip ? Does it depends on the service? I usually fill out the form, also post online if I am particularly displeased. Yes tipping depends on service b) Is the tip a major indicator of your experience? No

RESPONDENT 4: Interviewed by Vanika Dua 1. Demographic Details A. Age – 35 B. Which social networking apps do you use daily? How much time do you spend per day on these apps? WhatsApp and facebook , WhatsApp mostly , facebook is 10 mins

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C. How much time do you spend per day consuming video content (Youtube, netflix)? More than 1 hour

2. Risks associated, Level of involvement, Kind of decision making a. Rank the below features from 1-6 while selecting the restrobar (1 being the lowest and 5 being the highest) i. Affordability (Financial Risk) 1 ii. Ambience and vibe- (Psychological risk) 4 iii. Variety of beverages served (Functional Risk) 5 iv. Gentry (Social Risk) 3 v. Prompt service (Time Risk) 6 vi. Proximity (Time risk) 2 b. Rate the below factors from 1-5 for selecting the restrobar (1 being the lowest and 5 being the highest) i. Popularity of the restrobar 4 ii. Variety served in it 5 iii. Expected waiting time for a table 3 iv. Promptness of service 2 v. Ratings of the restrobar available online 1 c. What among the following is the closest to your approach while selecting the restrobar :i.You already have a favorite restrobar and you don’t search for upcoming restrobars and their offers (no market research) ✔ ii.You randomly decide on any restrobar and head to it (no market research) iii.You ask your friends and family to suggest you some restrobars and you decide one among the alternatives. (limited market research) iv.You search for all the restrobar in the vicinity and then decide upon one after evaluating all the parameters that matter to you. (extensive market research) d. If you already have a favorite restrobar, what factors led to it and how did you evaluate those factors? None e. What among the following is the closest to your approach while ordering from the menu? i.You already know what you want to eat and just need to skim through the menu to find the same (No market research) ii.You read through the menu properly and then decide upon what to eat (limited market research) ✔ 17 | P a g e

iii.You ask your friends and family about the food, browse on zomato for the reviews of the menu items and then place an order (extensive market research) f. Level of involvement in

i. ii.

Selecting a Restrobar (Inferred from question a) - Medium Selecting what to order (Inferred from question e) - Low

3. Problem recognition and information search: A.

B. a. b. c.

State at least 3 reasons why do you visit a restrobar and how often do you do it?  If a new brewery or a new place opens up, want to try it  Relaxation/leisure  To be part of the social herd Visit a restrobar ,once a month. Usually prefers to drink at home Do offers and promotion activities of the restrobar (CHOOSE ONE) Attract you ✔ Indifferent Repel you

4. Purchase behavior A. What mode of payment do you prefer Debit/credit card

5. Post purchase behavior A. Have you ever been dissatisfied with the services of a restrobar? How do you convey your dissatisfaction and what actions do you take? Yes, Convey my dissatisfaction by verbally telling the restaurant staff and the manager or complaining on online platforms such as Zomato How often do you tip ? Depends on the service, if the service is exemplary like the guy genuinely advices on the good thins on the menu, is courteous and did not show a complacent behaviour. B. Is the tip a major indicator of your experience? Yes

RESPONDENT 5: Interviewed by Kritika Baid 1. Demographic Details A. Age- 35 B. Which social networking apps do you use daily? How much time do you spend per day on these apps? How much time do you spend per day consuming video 18 | P a g e

content (Youtube, netflix)- Whatsapp, Facebook & Instagram. average 3 hrs in total. Watch youtube on weekends sometimes. (1 hour max) 2. Risks associated, Level of involvement, Kind of decision making a. Rank the below features from 1-6 while selecting the restrobar (1 being the lowest and 6 being the highest) i. Affordability (Financial Risk)-3 ii. Ambience and vibe- (Psychological risk) -6 iii. Variety of beverages served (Functional Risk)-2 iv. Gentry (Social Risk) -1 v. Prompt service (Time Risk)-4 vi. Proximity (Time risk)-5 b. Rate the below factors from 1-5 for selecting the restrobar (1 being the lowest and 5 being the highest) i. Popularity of the restrobar-3 ii. Variety served in it-1 iii. Expected waiting time for a table-4 iv. Promptness of service -2 v. Ratings of the restrobar available online -5 c. What among the following is the closest to your approach while selecting the restrobar :i. You already have a favorite restrobar and you don’t search for upcoming restrobars and their offers (no market research) ii. You randomly decide on any restrobar and head to it (no market research) iii. You ask your friends and family to suggest you some restrobars and you decide one among the alternatives. (limited market research) iv. You search for all the restrobar in the vicinity and then decide upon one after evaluating all the parameters that matter to you. (extensive market research) d. If you already have a favorite restrobar, what factors led to it and how did you evaluate those factors? Don’t really have a favourite.

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e. What among the following is the closest to your approach while ordering from the menu i. You already know what you want to eat and just need to skim through the menu to find the same (No market research) ii. You read through the menu properly and then decide upon what to eat (limited market research) iii. You ask your friends and family about the food, browse on zomato for the reviews of the menu items and then place an order (extensive market research) f. Level of involvement in i. Selecting a Restrobar (Inferred from question a)- High ii. Selecting what to order (Inferred from question e)- Medium 3. Problem recognition and information search: A. State at least 3 reasons why do you visit a restrobar and how often do you do it? Like to go out on weekends or mid week, try a variety of food and beverages, catch up with friends. 2-3 times a month B. Do offers and promotion activities of the restrobar (CHOOSE ONE) a. Attract you b. Indifferent c. Repel you 4. Purchase behavior A. What mode of payment do you prefer- Cash/Card etc 5. Post purchase behavior A. Have you ever been dissatisfied with the services of a restrobar? How do you convey your dissatisfaction? How often do you tip? Yes, if the food, ambience or service is not as conveyed. Talk to the server/manager. Tip sometimes if experience was great. review on zomato whether good or bad. B. Is the tip a major indicator of your experience? No

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RESPONDENT 6: Interviewed by Kritika Baid 1. Demographic Details A. Age- 36 B. Which social networking apps do you use daily? How much time do you spend per day on these apps? How much time do you spend per day consuming video content (Youtube, netflix) – Whatsapp,fb 1-1.5 hrs, watch youtube for 30 mins daily. 2. Risks associated, Level of involvement, Kind of decision making a. Rank the below features from 1-6 while selecting the restrobar (1 being the lowest and 6 being the highest) i. Affordability (Financial Risk) -6 ii. Ambience and vibe- (Psychological risk) -5 iii. Variety of beverages served (Functional Risk) -1 iv. Gentry (Social Risk) -2 v. Prompt service (Time Risk) -3 vi. Proximity (Time risk) -4 b. Rate the below factors from 1-5 for selecting the restrobar (1 being the lowest and 5 being the highest) i. Popularity of the restrobar -4 ii. Variety served in it -2 iii. Expected waiting time for a table -3 iv. Promptness of service -1 v. Ratings of the restrobar available online-5 c. What among the following is the closest to your approach while selecting the restrobar :i. You already have a favorite restrobar and you don’t search for upcoming restrobars and their offers (no market research) ii. You randomly decide on any restrobar and head to it (no market research) iii. You ask your friends and family to suggest you some restrobars and you decide one among the alternatives. (limited market research) iv. You search for all the restrobar in the vicinity and then decide upon one after evaluating all the parameters that matter to you. (extensive market research) 21 | P a g e

d. If you already have a favorite restrobar, what factors led to it and how did you evaluate those factors? Don’t have a favourite restrobar. e. What among the following is the closest to your approach while ordering from the menu i. You already know what you want to eat and just need to skim through the menu to find the same (No market research) ii. You read through the menu properly and then decide upon what to eat (limited market research) iii. You ask your friends and family about the food, browse on zomato for the reviews of the menu items and then place an order (extensive market research) f. Level of involvement in i. Selecting a Restrobar (Inferred from question a)- Medium ii. Selecting what to order (Inferred from question e)- Medium 3. Problem recognition and information search: A. State at least 3 reasons why do you visit a restrobar and how often do you do it? To eat out, to unwind, to pass time, visit 1-2 times a month B. Do offers and promotion activities of the restrobar (CHOOSE ONE) a. Attract you b. Indifferent c. Repel you 4. Purchase behavior A. What mode of payment do you prefer- Card 5. Post purchase behavior A. Have you ever been dissatisfied with the services of a restrobar? How do you convey your displeasure? How often do you tip? Yes, sometimes. By talking to the manager. Don’t tip as card payment is done. Is the tip a major indicator of your experience? No.

RESPONDENT 7: Interviewed by Rahul Gupta 22 | P a g e

1. Demographic Details A. Age- 37 B. Which social networking apps do you use daily? How much time do you spend per day on these apps? How much time do you spend per day consuming video content (Youtube, netflix) Ans- fb, insta, snapchat – 2-3 hrs 2 hrs on youtube and netflix 2. Risks associated, Level of involvement, Kind of decision making a. Rank the below features from 1-6 while selecting the restrobar (1 being the lowest and 6 being the highest) i. Affordability (Financial Risk) - 4 ii. Ambience and vibe- (Psychological risk) - 6 iii. Variety of beverages served (Functional Risk)-1 iv. Gentry (Social Risk) -3 v. Prompt service (Time Risk) 2 vi. Proximity (Time risk)- 5 b. Rate the below factors from 1-5 for selecting the restrobar (1 being the lowest and 5 being the highest) i.Popularity of the restrobar - 5 ii.Variety served in it- 2 iii.Expected waiting time for a table -3 iv.Promptness of service -1 v.Ratings of the restrobar available online 4 c. What among the following is the closest to your approach while selecting the restrobar :i.You already have a favorite restrobar and you don’t search for upcoming restrobars and their offers (no market research) - yes ii.You randomly decide on any restrobar and head to it (no market research) iii.You ask your friends and family to suggest you some restrobars and you decide one among the alternatives. (limited market research) iv.You search for all the restrobar in the vicinity and then decide upon one after evaluating all the parameters that matter to you. (extensive market research) d. If you already have a favorite restrobar, what factors led to it and how did you evaluate those factors? Ambience, food, service e. What among the following is the closest to your approach while ordering from the menu i. You already know what you want to eat and just need to skim through the menu to find the same (No market research) 23 | P a g e

ii. iii.

You read through the menu properly and then decide upon what to eat (limited market research) You ask your friends and family about the food, browse on zomato for the reviews of the menu items and then place an order (extensive market research)

f. Level of involvement in .Selecting a Restrobar (Inferred from question a)- High involvement i.Selecting what to order (Inferred from question e)- low involvement 3. Problem recognition and information search: A. State at least 3 reasons why do you visit a restrobar and how often do you do it? Recreation, quick bite, vibe while drinking B. Do offers and promotion activities of the restrobar (CHOOSE ONE) a. Attract you b. Indifferent c. Repel you 4. Purchase behavior A. What mode of payment do you prefer? - CARD B. What happens after the decision –how does the buying happen? 1. Head off to he place right away C. Is the buying alone or accompanied? accompanied 5. Post purchase behavior A. Have you ever been dissatisfied with the services of a restrobar?- Yes B. How do you convey your dissatisfaction? – talk to the manager C. How often do you tip ? Does it depends on the service? Depends on the service- a big yes D. Is the tip a major indicator of your experience ? – No

RESPONDENT 8: Interviewed by Rahul Gupta 1. Demographic Details A. Age - 44 B. Which social networking apps do you use daily? How much time do you spend per day on these apps? How much time do you spend per day consuming video content (Youtube, netflix) Answer- whatsapp, Insta. I watch Netflix for an hour 2. Risks associated, Level of involvement, Kind of decision making 24 | P a g e

a. Rank the below features from 1-6 while selecting the restrobar (1 being the lowest and 6 being the highest) i.Affordability (Financial Risk) -2 ii.Ambience and vibe- (Psychological risk)- 5 iii.Variety of beverages served (Functional Risk)- 3 iv.Gentry (Social Risk)- 4 v.Prompt service (Time Risk)-6 vi.Proximity (Time risk)-1 b. Rate the below factors from 1-5 for selecting the restrobar (1 being the lowest and 5 being the highest) i. Popularity of the restrobar - 3 ii. Variety served in it - 1 iii. Expected waiting time for a table- 5 iv. Promptness of service - 4 v. Ratings of the restrobar available online - 2 c. What among the following is the closest to your approach while selecting the restrobar :i. You already have a favorite restrobar and you don’t search for upcoming restrobars and their offers (no market research) ii. You randomly decide on any restrobar and head to it (no market research) iii. You ask your friends and family to suggest you some restrobars and you decide one among the alternatives. (limited market research) iv. You search for all the restrobar in the vicinity and then decide upon one after evaluating all the parameters that matter to you. (extensive market research) d. If you already have a favorite restrobar, what factors led to it and how did you evaluate those factors? NA e. What among the following is the closest to your approach while ordering from the menu i. You already know what you want to eat and just need to skim through the menu to find the same (No market research) ii. You read through the menu properly and then decide upon what to eat (limited market research) iii. You ask your friends and family about the food, browse on zomato for the reviews of the menu items and then place an order (extensive market research) f. Level of involvement in .Selecting a Restrobar (Inferred from question a)- High involvement i.Selecting what to order (Inferred from question e)- low involvement

3. Problem recognition and information search: A. State at least 3 reasons why do you visit a restrobar and how often do you do it? Ambience and vibe, B. Do offers and promotion activities of the restrobar (CHOOSE ONE) 25 | P a g e

a. Attract you b. Indifferent c. Repel you

4. Purchase behavior A. What mode of payment do you prefer? Card 5. Post purchase behavior A. Have you ever been dissatisfied with the services of a restrobar?- yes B. How do you convey your dissatisfaction?- talk to the manager, fill the feedback, write reviews on google C. How often do you tip ? 1. almost always D. Does it depends on the service? yes E. Is the tip a major indicator of your experience ?- No it’s an indicator of the service

RESPONDENT 9: Interviewed by Manasvi Saxena

2. Demographic Details C. Age- 36 D. Which social networking apps do you use daily? How much time do you spend per day on these apps? How much time do you spend per day consuming video content (Youtube, netflix) – Whatsapp only. 2 hrs in total is spent on these apps. Don’t get time to watch youtube or netflix. 2. Risks associated, Level of involvement, Kind of decision making g. Rank the below features from 1-6 while selecting the restrobar (1 being the lowest and 6 being the highest) i. Affordability (Financial Risk) -6 ii. Ambience and vibe- (Psychological risk) -4 iii. Variety of beverages served (Functional Risk) -2 iv. Gentry (Social Risk) -1 v. Prompt service (Time Risk) -3 vi. Proximity (Time risk) -5 h. Rate the below factors from 1-5 for selecting the restrobar (1 being the lowest and 5 being the highest) i. Popularity of the restrobar -4 26 | P a g e

ii. iii. iv. v.

Variety served in it -3 Expected waiting time for a table -2 Promptness of service -1 Ratings of the restrobar available online-5

i.

What among the following is the closest to your approach while selecting the restrobar :i. You already have a favorite restrobar and you don’t search for upcoming restrobars and their offers (no market research) ii. You randomly decide on any restrobar and head to it (no market research) iii. You ask your friends and family to suggest you some restrobars and you decide one among the alternatives. (limited market research) iv. You search for all the restrobar in the vicinity and then decide upon one after evaluating all the parameters that matter to you. (extensive market research)

j.

If you already have a favorite restrobar, what factors led to it and how did you evaluate those factors? Don’t have a favourite restrobar.

k. What among the following is the closest to your approach while ordering from the menu i. You already know what you want to eat and just need to skim through the menu to find the same (No market research) ii. You read through the menu properly and then decide upon what to eat (limited market research) iii. You ask your friends and family about the food, browse on zomato for the reviews of the menu items and then place an order (extensive market research) l. Level of involvement in i. Selecting a Restrobar (Inferred from question a)- Medium ii. Selecting what to order (Inferred from question e)- Medium 3. Problem recognition and information search: C. State at least 3 reasons why do you visit a restrobar and how often do you do it?

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To pass time, try out new places, to unwind especially on weekends. Visit once a month. D. Do offers and promotion activities of the restrobar (CHOOSE ONE) a. Attract you b. Indifferent c. Repel you

4. Purchase behavior B. What mode of payment do you prefer- Cashless payments

5. Post purchase behavior B. Have you ever been dissatisfied with the services of a restrobar? How do you convey your displeasure? How often do you tip? Yes, sometimes. By giving a negative review online. I tip depending on if the service was very good C. Is the tip a major indicator of your experience? Not really

RESPONDENT 10: Interviewed by Manasvi Saxena 2. Demographic Details C. Age- 35 D. Which social networking apps do you use daily? How much time do you spend per day on these apps? How much time do you spend per day consuming video content (Youtube, netflix)- Whatsapp, Facebook & Instagram. Around 3 hrs in total. Don’t get time to watch youtube or netfix. 2. Risks associated, Level of involvement, Kind of decision making g. Rank the below features from 1-6 while selecting the restrobar (1 being the lowest and 6 being the highest) i. Affordability (Financial Risk)-4 ii. Ambience and vibe- (Psychological risk) -6 iii. Variety of beverages served (Functional Risk)-2 iv. Gentry (Social Risk) -1 v. Prompt service (Time Risk)-3 vi. Proximity (Time risk)-5 28 | P a g e

h. Rate the below factors from 1-5 for selecting the restrobar (1 being the lowest and 5 being the highest) i. Popularity of the restrobar-5 ii. Variety served in it-3 iii. Expected waiting time for a table-2 iv. Promptness of service -1 v. Ratings of the restrobar available online -4 i.

What among the following is the closest to your approach while selecting the restrobar :i. You already have a favorite restrobar and you don’t search for upcoming restrobars and their offers (no market research) ii. You randomly decide on any restrobar and head to it (no market research) iii. You ask your friends and family to suggest you some restrobars and you decide one among the alternatives. (limited market research) iv. You search for all the restrobar in the vicinity and then decide upon one after evaluating all the parameters that matter to you. (extensive market research)

j. If you already have a favorite restrobar, what factors led to it and how did you evaluate those factors? I like to try new restrobars, don’t really have a favourite. k. What among the following is the closest to your approach while ordering from the menu i. You already know what you want to eat and just need to skim through the menu to find the same (No market research) ii. You read through the menu properly and then decide upon what to eat (limited market research) iii. You ask your friends and family about the food, browse on zomato for the reviews of the menu items and then place an order (extensive market research) l.

Level of involvement in i. Selecting a Restrobar (Inferred from question a)- High ii. Selecting what to order (Inferred from question e)- Medium 29 | P a g e

3. Problem recognition and information search: C. State at least 3 reasons why do you visit a restrobar and how often do you do it? Like to go out on weekends, try a variety of food and beverages, catch up with friends. 2-3 times a month D. Do offers and promotion activities of the restrobar (CHOOSE ONE) a. Attract you b. Indifferent c. Repel you

4. Purchase behavior B. What mode of payment do you prefer- Paytm etc

5. Post purchase behavior C. Have you ever been dissatisfied with the services of a restrobar? How do you convey your dissatisfaction? How often do you tip? Yes sometimes. I usually talk to the manager to convey my displeasure. I tip everytime., if the restrobar is decently priced. D. Is the tip a major indicator of your experience? No

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