Format: Report Style
Word Limit: 2 000 words
Founder’s is a successful casual dining restaurant located in Egham, offering a variety of fresh food in a friendly family-oriented atmosphere. Recently, the owner raised some fundamental questions about his restaurant’s operations and the future of his business. The owner would like to better understand his customers’ attitudes and feelings. In particular, he wanted to gain some insights into the following set of questions:
– What factors customers use when selecting a restaurant to dine at, and what is the relative importance of each of these factors?
– What image do customers have of Founder’s and its major competitors?
– Is Founder’s providing quality and satisfaction to its customers?
– Do any of Founder’s current marketing strategies need to be changed, and if so, in what ways?
To address these questions, the owner has approached an online panel research company to collect data from patrons of Founder’s as well as customers of the 2 main competitors (The Hub and Crosslands) within the Egham area. The questionnaire (see below) included questions about the importance of various reasons in choosing a restaurant, image perceptions of the three restaurants on the same factors, and selected classification information on the respondents. 200 respondents completed the survey, of which 86 were most familiar with The Hub, 65 were most familiar with Crosslands, and 49 were most familiar with Founder’s. The data for the survey is available in Excel (see attached).
Required:
Analyse the data (see attached Excel file) using appropriate statistical techniques. Prepare a report addressing the questions above as raised by the owner of Founder’s. Your report should i) assess whether the perceptions of each restaurant are similar or different; ii) identify Founder’s competitive advantages; iii) address areas for improvement; and iv) provide recommendations (e.g. new marketing strategies). Using Excel, your analysis should include frequencies, mean, and standard deviation for the variables as appropriate. In addition, use relevant charts to present and summarise data. For group comparisons, run t-test and ANOVA and to examine the linear relationship between variables, perform correlation and regression analyses.
