Marketing Strategies Should Be Used For a New Restaurant to Attract Young Customers

By

ACKNOWLEDGEMENT

For this research study, I want to be thankful to my supervisors and my teachers who believed in me for performing this research study. Additionally, their immense support and help throughout my research study assisted me in every step of the research study. Without their support, the research study would not have been possible. I also want to thank my friends and families who have been a huge source of continuous guidance and inspiration.

DECLARATION

I [full first names], declare that the following dissertation made on 'spice village restaurant' has been made by me without any aid. Additionally, all the information collected in this research study such as primary and secondary data had been my individual efforts. Moreover, I also want to declare that the content used in this dissertation about 'spice village' and the participants has never been published before. Furthermore the following dissertation will reflect my opinions and views and this will not represent the opinions of any educational institute or researcher.

Signature...

Date...

ABSTRACT

In this research study, the Southall restaurant “spice village” has been selected by the researcher in order to conduct the research work successfully. The research has been established to understand how 'Spice village' can attract and add more young customers to it clientele. In this dissertation many factors and strategies were examined upon which the marketing practices of the restaurant can be made better. To acquire accurate data and findings interviews were conducted with the customers and the managers of spice village to understand their perceptions regarding the effective marketing strategies and important attributes that attract young customers for dine-in. The participants of the study have been selected by the researcher using purposive or non-probability sampling method. A total of 10 customers and 3 managers have been selected by the researcher after complete consent to conduct the interviews and acquire how to attract more and more young customers in today's competitive business hospitality market. The interviews were examined in detail. The findings acquired for this study state that there are some key areas that can be given great attention and consideration to attract and retain potential young customers. According to the analysis of the customers and managers' responses it has been concluded that reasonable and affordable prices, quality food and services are an effective way of attracting customers and the Spice village restaurant is working on this factor. Besides that effective promotion strategies through social media and e-marketing are other strategies that are the future target of the administration of the restaurant.



ACKNOWLEDGEMENTii

DECLARATIONiii

ABSTRACTiv

1.1. Background of the Research Study1

1.2. Problem Statement2

1.3. Aim of the Research Study3

1.4. Objectives of the Research Study4

1.5. Research Questions4

1.6. Significance of the Research Study5

1.7. Scope of the Research Study6

1.8. Company Profile - Spice Village Restaurant6

1.9. Structure of the Dissertation7

1.10. Summary of the Chapter9

CHAPTER 2: LITERATURE REVIEW10

2.1. Hospitality Industry Review10

2.2. Importance of Marketing a Restaurant12

2.3. Viewpoints of Restaurant Marketing Strategies for Young Customers13

2.3.1. Effective Marketing Strategies13

2.3.1.1. Menu Composition - To Attract ...