Marketing Research

Project Presentation
Group Members
Ahsan Akbar
Fahad Mansoor
Mohammad Siddiq
Umer Humayun
Usman Tahir

Lahore Broast
Presentation Flow

 Introduction
 Key findings
 Analysis of Old branch users
 Analysis of Old+new branch users
 Analysis of Non users
 Conclusion and Recommendation
PROBLEM BACKGROUND

Lower Sales of New & Renovated

branches
 RESEARCH OBJECTIVES

General Objective:
 
 Conduct a study to determine the reasons of fewer sales in newly
constructed/renovated branches as compared to old branches.
 
Specific Objectives:
 
 To study the change in consumer buying behavior after
construction of new branches and/or renovation of old branches.
 
 To study the change in customer perception about Lahore Broast
after renovation of certain branches.
 
 Analysis of the main competitors of Lahore Broast.
 RESEARCH DESIGN
Qualitative Research

 Focus Groups

Total : 3
Users: 2
Non-Users: 1
 Overall Analysis
 Negative traits for which
 Positive points of people do not prefer
Lahore Broast: Lahore Broast/Visit new
branches:
 Cost Effectiveness
( Value for money).
 Poor environment/ambience.

 Customer service is not up to

 Traditional and unique
the mark.
taste.
 Lacks hygiene.
 Ease of access.
 Lack of homogeneity in all
 Huge variety of food. branches.
Methodology for Quantitative data
 Questionnaire method used for Quantitative
data collection

 Number of Questionnaire:
◦ 30 old branch users
◦ 30 non users
◦ 30 old+new branch users
Key findings
Non-Users
 More than 50% of the respondents consume
broast once in a month and 20/30 respondents
preferred KFC for fried chicken/broast

 Their perception about Lahore Broast is being old

and outdated and being a restaurant that provides
very low level of services to its customers

 A vast majority of the respondents say that they

will compelled to try Lahore Braost if they improve
their service quality and quality of food
Users of Old Branches
 The top three features of the Lahore Broast
liked by the respondents are their low prices,
the ease of access and the traditional food
quality maintained by Lahore Broast

 75% of the respondents don’t visit the newly

built and renovated branches of Lahore
Broast because they are not familiar the new
branches
Old and new users
 According to the respondents the features
that are introduced in the new branches are
improved families sitting area, food variety
and ambience and building

 Most of the respondents said that there was

no improvement/ change in the service
quality of the new branches of Lahore Broast
as compared to the old ones
Old Branch users
 Which Lahore Broast branch/branches do you mostly visit?

n=30
14

12

10

0
Allama Iqbal Town Wahdat Road PECO Road Garhi Shaho Defence Johar Town Chuburji
 Q.13.Why do you visit the above mentioned branch?
n=30
18

16

14

12

10

0
e e g ok e rs
om om
ti t
in lt o enc he
h h s bi ot
t o e/ ou
ar
g ily od am om
e ll e m o od fr
n co fa g d
e/ od go ar
f ic go he
of
to
ay
w
y
m
on
 Why don’t you visit new branches of Lahore Broast?

25

20
n=30

15

10

0
s e n e s
he om tio nc he
c h p ir e c
an rc
e
pe an
br om e br
w fr tp ex d
ne ay c st f ol
i th aw
odu pa o
w fa
r pr od as
r d go ce
i ia ce rv
i
m
pr
i ta e
Fa no
f s
ot gh lo
N hi ve
le
e
m
sa
What would compel you to visit new branches Lahore
Broast?
n=30
16

14

12

10

0
t ty ce s g rs
en od ok ce in
fo rie lo en i tt t he
se
m y a t bi rv si o
ti lit
v ou s e
er a or
e e am d il y
v
rq
u
m tiv od ve am
Ad e rac go
pr
o f
e tt t
iv be at im
ct
f fe
E
Old + new Branch users
Why did you visit the new branch of Lahore Broast?

16
n=30
14
12
10
8
6
4
2
0
e g t
m in en ok gn ng t io
n
ho li d m t lo si rk
i
a
t o bu ti se ou on pa lo
c
ar ve er od ne od t
e ti v e
go en
n
ac ad go tiv en
i
as tr to ra
c
nv
w at e t
co
du at
 What did you find different about new branches of
Lahore Broast?

20 n=30
18

16

14

12

10

0
Buliding/ outlook ambience food variety sitting area service quality prices
 How was your experience at Lahore Broast?
n=30
18

16

14

12

10

0
Excellent Good Satisfactory / Neutral Unsatisfactorly / poor Very Poor
What attributes did you find in the new branches which
were absent in old branches?

n=30

extra facilities (LCD, Play Place, A.C etc) 0

new meal deals 4

food variety 3

building / outlokk 3

convenient parking 2

service 2

Sitting area 11

Ambience 5
Detailed Analysis of Questionnaire (Non-user)
 why don’t you visit Lahore Broast?
Other 4
n=30
No Family Sitting 1

Bad Past Experience 1

Low Food Quality 2

Unhygienic 2

Low Service Quality 6

Brand Image is not Good Enough 11

Not Familiar with Brand 2

 what is your perception about Lahore Broast?
10 n=30
8

0
p d ic ce r
rou ate en vi tito
g d gi er pe
el ut hy S
ev O n or om
l d U Po c
m
e an its
o g to
in
c
orin d
er B re
w pa
lo m
nl
y Co
o y
r li t
te ua
ca Q
to d
nt an
a e
e st
m Ta
Is s
ck
La
 What would compel you to visit Lahore Broast?

Other 0

Family Sitting 2 n=30

Improved Services 15

Good Ambience 8

Attractive Outlook 7

More Variety 2

Better Quality 13

Effective Advertisment 8
Conclusion and Recommendation

 Improvement in Service Quality

 Proper Advertisement

 Improvement in Food Quality

 Opening of branches in appropriate areas

Thank you