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Marketing Research Assignment: Food on Campus

Marketing Research Class Assignment Dr.Garima Gupta

Table Of Contents
Executive Summary- Page 3 Background- Page 3 Problem Definition Page 4 Approac to t e Problem-Page 4 !e"earc De"ign-Page # $ield%ork&Data 'ollection-Page( Data Analy"i"-Page ( !eporting-Page ) 'o"t * +ime-Page )

Executive Summary

The environment can exert a strong in luence on people!s ood decisions. "n order to acilitate students to make more health# ood choices and to develop health# eating ha$its% it is important that the college ood environment is health#. "n toda#!s societ#% poor nutritional ha$its are a prominent pu$lic health concern. "t is an especiall# great concern in college&aged students. 'ith the increased reedom accompan#ing living independentl# comes a greater responsi$ilit# in choosing health $ehaviors. The health $ehaviors one chooses in earl# in li e o ten parallel one!s li est#le later on. (oor nutritional ha$its throughout li e can lead to an increased risk or man# chronic diseases% including heart disease% stroke% and man# cancers. Much evidence sho)s that the ma*orit# o college students either does not kno) or does not choose to ollo) man# health $ehavior guidelines. A descriptive stud# is to $e conducted to surve# the perceptions% experiences% and opinions o users o the program +administrators% pro essors% students% o ice sta and other individuals visiting the campus,. The design o a college canteen )ould $e the su$*ect o a detailed stud# regarding its unctional activit#% and several actors such as legal aspects% production technical re-uirements% architectural and )orking conditions as )ell as economic considerations )ould $e considered. . The need here is to anal#.e the current o ering that )e have at the campus and igure out )hether it meets the $asic expectations o an average FM/ student. This is )hat is the intent o this research pro*ect & to anal#.e the current ood options in the campus.

Background
The act that students and pro essionals spend man# hours at school% college 0 )orkplace each da#% including lunchtime% causes the school environment to $e an important out o home setting )here children consume at least one main meal a da#. Till 1cto$er last #ear% the FM/ canteen )as $eing run $# Anna% and apparentl# he had $een doing it or past man# #ears. 2ut o)ing to a series o complains and ever reducing -ualit# o service% he )as orced to shut do)n his operation at the FM/ campus and )as replaced $# another contractor. 'e as students o FM/ had enough reasons to o er the deal to the ne) contractor% Govind% as he has $een running the mess at 34R3 Rao 2o#s 5ostel )here the -ualit# o service and ood is accepta$le to most. Reasons )h# the canteen run $# Anna had $ecome a lia$ilit#: (oor h#gienic conditions (oor /ervice -ualit#

5igh )aiting time (oor acceptance and inter ace o canteen sta 6o) variet# o ood availa$le 7nsu$sidi.ed canteen products

Also% the canteen under)ent a ma*or renovation )ork there$# drasticall# increasing the overall operational area o the set&up. 1)ing to the increase in canteen counter )idth and increase in the num$er o canteen )orkers% the -ualit# and speed o service )as expected to go up as compared to Anna% )hich )as more o a amil# run $usiness. 5o)ever% the realit# is ar rom expectation despite o all these changes. This pro*ect aims to explore the gap that exists $et)een realit# and expectations8 and intends to propose )a#s to $ridge this gap.

Problem Definition
The prime o$*ective o this proposed research pro*ect is to ind ans)ers to the ollo)ing -uestions:

'hat does an average FM/ student expect rom the canteen9 Does the current ood o ering at FM/ campus meet the expectations o the stakeholders9 5o) can the student $od# and the FM/ administration ensure high -ualit# o ood and associated services in the campus9 "n addition to canteen% )hat other easi$le ood options can )e have in the campus9

Approac to t e Problem
The ma*or stake holders here are /tudents o FM/% M/A o ice $earers +especiall# Finance /ecretar# and the General /ecretar#,% Facult# Mem$ers and non&academic sta )ho have:order ood rom the canteen and the Canteen Contractor. The idea is to reach out to the stake holders and understand them so as to esta$lish a s#m$iotic relationship $et)een con licting parties. To do so% and extensive and exhaustive primar# market research )ill $e carried out% details o )hich has $een covered in the next section. The inal in erences and recommendations )ill $e made not *ust on the $asis o the primar# research $ut also $# incorporating data rom primar# research )herein an in&depth anal#sis o historical data regarding canteen operation in the campus and in the other college canteens in the region )ill $e carried to $enchmark the process. To do this )e have divided the approach part into t)o $road divisions:

Research ;uestions +R;,


;uestions are to $e designed to ask the speci ic in ormation re-uired to address each pro$lem component or ood -ualit# Re ined statements o the speci ic components o the pro$lem are to $e determined 3ital (arameters are

5#pothesis

is an unproven statement or proposition a$out a actor or phenomenon that is o interest


to us "s to $e stated as a possi$le ans)er to the R; This )ill pla# an important role o suggesting varia$les to $e included in the research design

!e"earc De"ign
As mentioned in the previous section% this research pro*ect )ill have t)o ma*or parts /econdar# data collection and anal#sis8 (rimar# market research. The )hole research pro*ect )ill $e explorator# in nature. The primar# market research part can $e urther divided into t)o phases "nternal and <xternal. "n the irst phase the emphasis )ill $e on getting data rom the target sample that is internal to FM/% i.e. students% acult# mem$ers and non&academic sta o the institute. "n this stage% a mix o in&depth intervie)% direct -uestionnaire% ocus groups and o$servation methodologies )ill $e used.

"n the next phase% the ocus )ill $e on external target sample such as various canteen contractors in other college campuses% FM/ visitors etc. "n&depth intervie)s )ill $e the dominant methodolog# emplo#ed in this phase. Method o Administering ;uestionnaire: intervie)s (ersonal intervie)s 0 <lectronic

/caling Techni-ue: /emantic /cale 0 6ikert /cale =ature o ;uestionnaire: <xhaustive ;uestionnaire 0 Causal Anal#sis Target population : A$ove Age >? /ampling techni-ues : ;uota /ampling Total sample si.e : 2ased on ;uota de ined

/ampling Design

$ield%ork&Data 'ollection
There are various data collection procedures that )ill $e used or this pro*ect. 1nline -uestionnaires )ill $e used to reach out to larger segment o the target sample. 1ther than that% as mentioned earlier% in&depth intervie)s and o$servation methodologies )ill also $e used. < orts )ill also $e made to make a e) ocus groups o re-uent canteen visitors and register their opinion and vie)s.

Data Analy"i"
The data analysis for this project will be both quantitative and qualitative in nature. While most of the financial and sales data analysis will primarily be quantitative a hu!e chun" of data based on tar!et se!ment#s opinion and e$pectations needs to be analy%ed subjectively.

!eporting
The reportin! of this project will be done at two levels& a ppt containin! only the "ey features and final inference and recommendation of the project' secondly a report coverin! all the aspects of the mar"et research project in complete detail.

'o"t * +ime

)onsiderin! the nature and filed of the proposed research project it is !oin! to ta"e hu!e investment in terms of time but almost ne!li!ible investment in terms of capital. The proposed timeline for this research project is as follows.

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