A STUDY ON CONSUMER BEHAVIOUR TOWARDS BARBEQUE

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A STUDY ON CONSUMER BEHAVIOUR

TOWARDS BARBEQUE NATION RESTAURANT

IN TIRUCHIRAPPALLI CITY

Ms. P. Mary Lissy, Ph.D Scholar (PT), PG & Research Department Of Commerce, Holy Cross College,(Autonomous),

Tiruchirappalli, Tamil Nadu.

Dr. S. Vasanthi, Associate Professor of Commerce, PG & Research Department Of Commerce, Holy Cross

College,(Autonomous), Tiruchirappalli, Tamil Nadu.

ABSTRACT

In the global context beyond the country’s border numerous international branded products have entered the

market widening new opportunities for customers. There are tough competitions faced by many national and

international players because of the great demand gained with worthy profits during recent years. Barbeque

nation is one of the leading casual dining chains in India pioneered by the concept “over the table barbeque”

live grills embedded in the dining tables offering both veg and non-vegetarian food. The aim of this study is to

examine the Consumer’s perception towards Barbeque Nation in Tiruchirappalli City. Both primary data and

secondary data has been collected from 120 sample respondents with a well administered questionnaire with

five point Rensis Likert scale using convenience sampling method adopting survey method. Statistical tools like

percentage analysis, Chi square test, and has been applied with SPSS Software Package version 21.

Key words: global brands, consumer preferences, consumer behavior and

Introduction

Barbeque Nation was originated in 2006, and currently there are 150 outlets in India, 5 outlets in

UAE, 1 outlet in Malaysia and 1 outlet in Oman. One of the foremost unintended dining chains in

India, Barbeque Nation established the concept of “over the table barbeque” live grills entrenched in

dining tables – consenting guests to grill their own barbeque’ s exact at their tables. Indian cuisine is

an expected part of the diet among the competitive markets in which the Barbeque Nation Restaurants

operate as one among them.

Barbeque Nation offers menu options, both vegetarian and non-vegetarian, largely based on Indian

cuisine and use seasonal customer preferences to familiarize novel and innovative dishes. It also offers

popular food festivals in their venue offering a wide range of Indian and international cuisines for the

customers. Unique concept with fixed price ‘all you can eat’ at Barbeque Nation Restaurants suggests a

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variety of reliably delicious food at a value-oriented price in an enjoyable and unpremeditated dining

environment. This global branded outlet has attracted customers of various age groups, as a home away

from home.

Significance of the study

Consumer behavior for purchasing products depends on the consumer’s thoughts, and outlooks about

various brands, products, services and retailers. It also concentrates the behavior of consumers in spending

influenced by various environments with friends, dear and near ones, through media and culture. Barbeque

Nation has a well-made market situation and has apprehended customers at global level with its international

brand appreciation. Barbeque Nation functioning in many nations and has maximum peak rankings in brand

credits. Barbeque Nation has inspired its personnel providing good workplace atmosphere converging on the

vision and mission of the company to work towards its programmed goals. Dining in a restaurant with worthy

branded delicious food is a basic requirement for many as it is the need of the hour for daily lifestyle in a

regular basis. Thus, consumption on veg and non-veg grilled prioritize being customer-focused to provide

tremendous products and service and employee-focused by maintaining a superior quality work

environment. Thus, keeping in mind the significance of the need of the consumers for day-to-day the delicious

food consumption this research has been undertaken to study, “A STUDY ON CONSUMER BEHAVIOUR

TOWARDS BARBEQUE NATION RESTAURANTIN TIRUCHIRAPPALLI CITY”.

SCOPE OF THE STUDY

Barbeque Nation cuisine is peculiarly striking restaurant as associated with other dining options due

to its springiness of amusing mixing and matching a wide variety of meats, vegetables, sauces and

condiments to generate dishes according to each diner’s individual tastes and preferences. With fixed

price dining Barbeque Nation is very popular amidst larger groups, due to customers’ perception of

worth for money and the coziness of fluctuating individual cravings, tastes and consumption. Barbeque

Nation has core values prioritize being customer-focused to deliver exceptional products and service

and employee-focused by preserving a greater superiority work atmosphere. It has been ranked as the

13th among best companies to work for in India across all categories by Economic Times “Great Places

to Work” survey for 2019 conducted by Great Places to Work Institute. This Company was also voted

among the top ten employers within the Indian retail industry for 2019, and 14th among best large

workplaces in Asia by Great Places to Work Institute. Hence this study will help the research scholars,

stakeholders, policymakers, restaurant operators and academicians. Thus, keeping in mind the

significance of the consumer behavior towards the regular visits to Barbeque Nation Restaurant this study has

been undertaken to examine, “A STUDY ON CONSUMER BEHAVIOUR TOWARDS BARBEQUE NATION

RESTAURANT IN TIRUCHIRAPPALLI CITY”.

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REVIEW OF LITERATURE

Review of literature is necessary as it acquaints the researcher with concept and conclusions already evolved

by earlier analysis.

Davis (1979) demonstrated that Critical Success Factors (CSFs) could be used to identify information systems

requirements more accurately than other methods then in use.

Rockart (1979) showed how Critical Success Factors (CSFs) could be used for high level decision-making

about information systems requirements.

West and Olsen (1980) examined product relevance. Olsen, Tse, and West (1998) discussed the importance of

knowledge of competitive forces. Marketing is also seen to be important; community involvement, customer

relationship management, public relations, advertising (Hambrick and Crozier, 1985), and pricing (Parsa, et al.,

2005) have all been mentioned as contributing to the success of restaurant operations. Firm resources have been

shown to be important, as well. These resources include firm size (Blue, Cheatham & Rushing, (1989); Gaskill,

Van Auken and Manning, 1993), financial resources (Romanelli, 1989), effective training programs and

employee competence (Enz, 2004), as well as employee turnover (Enz, 2004) and business agility and

responsiveness to change (Williams, 1997). Finally, the traits of owners and managers have been examined as

factors contributing to the success of restaurants. These traits include leadership and values (Kouzes & Posner,

2006), business acumen and experience (Haswell and Holmes, 1989; Sharlit 1990), and balance of work and

family (Parsa, et al., 2005). In the hospitality field a number of researchers have carried out studies to identify

CSFs in particular market segments.

Williams (1982) observed the inter-effects of various types of lifestyles, and he explored that reference groups,

the prevalence of goods, identity and style of living are significant fundamentals in consumption of global

branded coffee products. Brotherton and Leslie (1991) demonstrated that applying Critical Success Factors

(CSFs) to information systems management could further a company’s strategic goals. Goldman and Eyster

(1992), for instance, applied CSF theory to the negotiation of hotel food and beverage leases. Permenter and

Bigley, (1992), says that Texas barbecue is the most distinct of the four styles. In Texas beef brisket and

sausages are the primary meats used for barbecue. The beef brisket, if it is seasoned at all, is dry-rubbed prior to

cooking, and the sausages contain only the seasoning that the maker puts in the meat mix before casing

(Engelhardt, 2009). Texas barbecue is generally served with no sauce whatsoever or with sauce in the side; it

never has sauce applied during the cooking process or any other time before serving (Engelhardt, 2009). Hicks

(1993) expanded upon Davis’ work to demonstrate how Critical Success Factors (CSFs) can be used not only to

identify current information system’s needs, but to accurately forecast requirements as well. Robson (1994)

combined both Hicks’s and Brotherton and Leslie’s approaches to demonstrate how Critical Success Factors

(CSFs) could be used to integrate information systems management with strategic management. Johnson and

Friesen (1995) put Critical Success Factors (CSFs) into the context of an organization’s mission statement,

saying that Critical Success Factors (CSFs) must be factors that contribute to an organization’s overall goals,

and not simply departmental performance standards or targets. Critical Success Factors (CSFs) have been

applied to business management for over thirty years. Their primary use has been in the field of information

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systems management. Croston (1995) investigated using CSFs to identify ways to make hotels more profitable.

Peacock (1995) applied CSF theory in order to define the attributes of successful hospitality managers.

Kotler, Bowen, and Makens (1996) discussed the importance of location, of proper concept definition, and a

differentiation strategy.Perry (2001) examined the importance of having a cogent businessplan. Competitive

factors have also been examined as factors in determining the viability of restaurants. Hinkin and Tracey

(1998) studied the critical physical and service factors for effective meetings. Brotherton (2004a and 2004b)

identified and categorized CSFs in both budget and corporate hotel operations in the United Kingdom. Mills

and Tunnicliffe, (2005) portrays that the truebarbecuei

s

neverboiled, and also points out that various sauce can

be applied as themaster the art of cooking the meat. Elie and Stewart (2005), traced out that the immigrants of

German heritage had used mustard-based sauces with them, while French and Spanish settlers in the American

South had used tomato and vinegar-based sauces. Mustard-based sauces hold sway in South Carolina and

Georgia, while vinegar-based sauces are preferred in North Carolina , tomato-based sauces are most popular in

the Deep South of Alabama and Mississippi and in Kansas City, while in Texas sauces are eschewed. Mills and

Tunnicliffe (2005), Barbecue restaurateurs and aficionados believe that residents of each of these regions are

fiercely loyal to their local style of cooking, even going so far as to deny that other styles can even be called

barbecue, (Jamison and Jamison, 2003). Parsa, Self, Njite, and King (2005) studied that barbecue restaurants

are successful, and also proves that these restaurants have a notoriously high rate of failure rate to be slightly

less than 30% in the first year of operation. The same study further estimated that by the third year of operation,

the number of failed restaurants is close to 60%. (Parsa, et al. 2005). The failure rate for restaurants that survive

their first three years of operation decreases dramatically (Parsa, et al., 2005). The question of what constitutes

success in the restaurant business is complicated by the fact the National Restaurant Association, the industry’s

leading trade association, does not track restaurant failures, and most of the available data are either incomplete,

anecdotal, or superficial (English, Josiam, Upchurch, and Willems, 1996; Martin, 2003). Camillo, Connoly,

and Kim (2005) consider a successful restaurant to be an on-going operation.

P

ar

s

a, et al (2005) examined

re

s

taurant failure

s

and therefore did not find it necessary to define success. With a dearth of definitions for

success – at least in the restaurant literature - it would therefore make sense to define success as the absence of

failure. The widely accepted Dunn and Bradstreet definition of failure is,

―

termination of a business with losses

to creditors and shareholders, (Dun and Bradstreet Reports, 1996). Since the overwhelming majority of

restaurant failures that do occur take place within the first three years, the definition of a successful barbecue

restaurant, for the purposes of this research, is one that has been in continuous operation for a minimum of three

years. Warnes (2008), in his book Savage Barbecue, hints the origins of barbecue to the Native American

cooking techniques, as the Europeans found when they first arrived in the New World. The smoking techniques

developed by Native Americans allowed them to preserve meats so they could be consumed carefully past their

regular life. Griffith (2002) studied that the barbecue of today through the use of cuts of meat that more affluent

people disdained. He also highlighted the use of meat to eat were relegated by using the cuts of the back ribs,

spare ribs, and ham hocks, as these constituted the throw-aways of the more genteel classes of people.

Raichlen, (2008) studied that in South Carolina, the vinegar-based sauce has mustard added to it (Elie, 2004).

All three of these styles are considered to be part of the larger Carolina style of barbecuing in large part because

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the differences among the styles – although of great importance in the region - are of little import to those

outside of the Carolinas (Garner, 1996). It is important to note that the Carolina and Memphis styles, while

similar, have key differences. Memphis-style sauces are generally thicker than Carolina sauces (Mills and

Tunnicliffe, 2005). Hua, Chan and Mao (2009) did the same for budget hotels in China. McCracken (1990)

analyzed and focused his ideas about the apparent consumer revolution in Europe and explained that changes in

tastes and preferences are the fore most reason of variations in consumer culture. This change leads to a

perspective where the change promotes consumers to a prominent place. Davis and Kirk, (2010) had studied

the various techniques which are very common, and what separates true barbecue from simply grilling meats

and other cooking techniques that purport to be barbecue, is that the meats are cooked for long periods of time

at very low temperatures (usually about 225° to 250° Fahrenheit) using wood smoke to flavor the meat, (Lilly

2009). Wood (2011) indicates that motivation is very high and the employees work in a group with team spirit

as community which helps them to have a close relationship with understanding and relaxed environment to

work in, benefiting both the employees and the customers. Guzman (2012) explored that a brand with positive

fairness is considered to have great tactical value and sturdier consumer preferences; however, by respecting

one's own values, this could embrace the consumer's preference and contribute to convene elevated competitive

advantage. Brand equity is powerfully associated with customer organization; quite often it is pragmatic that

companies with strong brand equity have a community of fans willing to support them and their products.

Sanburn (2012) described that 2010, when Starbucks opened numerous new stores, the company lost few

marketing strategy to attract customers, and the individual service was not so personal anymore. Customers felt

deserted and preserved as a regular fast food customer, and this denies the unique selling proposition the

company had laid out earlier during its creation and decreases the competitive advantage Starbucks detains over

their competitors. Ad Week (2013) the "All day, All summer." campaign (Starbucks Coffee, 2013) launched in

2013 helped to tutor their customers to drink coffee several times per day in different forms (lattes, slushies,

milkshakes) which increases promotion and increases Starbucks' sales by creating a virtual need. Shaughnessy

(2013) from Forbes publicized that Starbucks is trailing its reputation while large fast food businesses such as

McDonalds are ahead in popularity. The motive behind this is a breach of customer faith, the worth that had

been shaped by the Starbucks brand had been desecrated by tax evasion in the UK or degrading of individual

service. Kasolowsky (2014) explains, customers are eager to pay more for extra service even though they could

find the same quality for cheaper elsewhere. This sense of belonging is part of Maslow’s (1943) hierarchy of

needs, when an individual feels part of a community he or she is happier. Such behavior and customer loyalty is

imperative for the future. Grissafe (2014) explains in the American Marketing Association journal, individuals

create a relationship with brands and word of mouth is very significant as it establishes trust.

Objectives of the study

The objectives of the study are framed as follows:

 To study the demographic factors of the sample respondents and

 To analyze the motivating factors influencing the consumers towards Barbeque Nation in

Tiruchirappalli City.

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Research Methodology

This research is descriptive in nature which examines, “A STUDY ON THE CONSUMER BEHAVIOUR

TOWARDS BARBEQUE NATION RESTAURANT IN TIRUCHIRAPPALLI CITY”. Primary data was

administered to collect data through a well-structured questionnaire using Rensis Likert’s five point scales from

120 sample respondents using convenience sampling technique by adopting survey method. Secondary data has

been obtained from the website, journals, articles, newspapers, magazines, and unpublished thesis. The

collected data has been analyzed with the help of statistical packages namely SPSS 20 by using statistical tools

such as Data Reliability Test, Chi-square test and Factor Analysis.

Analysis and Interpretations

This study entitled, “A STUDY ON THE CONSUMER BEHAVIOUR TOWARDS BARBEQUE NATION

RESTAURANT IN TIRUCHIRAPPALLI CITY” has been portrayed here with the analysis and interpretations.

Hypothesis has been framed to prove the significance difference between the independent and the dependent

variables.

RELIABILITY TEST

The most widely used measure to assess the internal consistency of constructs is Cronbach’s alpha. The

generally agreed upon value of Cronbach’s alpha is 0.70, although it may decrease to 0.60 in case of

exploratory research (Hairetal.2006; pp.137). The reliability test has been depicted in the table given below:

TABLE : 1

RELIABILITY TEST

General Variables

Number of

items

Cronbach’s

Alpha

Demographic and the motivating factors influencing the consumers towards

Barbeque Nation. (Overall reliability)

7+16

0.93

In this research, the reliability measure for the whole scale is 0.93 which is acceptable as the reliability for

all the constructs i n t h e v a l u e s . The result of Cronbach’s alpha draws a significant amount of correlation

between the variables tested. The validity of a test is the extent to which differences in scores reflect differences

in the measured characteristic. Predictive validity is a measure of the usefulness of a measuring instrument as a

predictor. Proof of predictive validity is determined by the correlation between results and actual behavior and

construct validity is the extent to which a measuring instrument measures what it intends to measure.

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TABLE: 2

Table showing demographic profile of the sample respondents

Demographic factor

Particulars

Frequency

Percentage

%

Age

Below 30 years old

108

90

Gender

Male

84

70

Marital status

Unmarried

113

94

Education

Engineering

96

80

Occupation

Private

86

72

Family Type

Nuclear

75

63

Monthly Income of the

family

Above Rs.1,00,000.

103

86

Source: Primary data

The above table depicts the percentage analysis of 120 sample respondents based on their demographic

profile such as age, gender, marital status, educational qualification, occupation, family type and monthly

income of the family. The results show that 90% (108) of the sample respondents show majority, on the age of

the sample respondents, 70% (84) on gender of the sample respondents, 94% (113) on marital status of the

sample respondents, 80% (96) on educational qualification of the sample respondents, 72% (86) on occupation

of the sample respondents, 63% (75) on family type of the sample respondents, 86% (103) on the monthly

income of the sample respondents.

Hypothesis

Null Hypothesis: There is no significant mean difference exist between gender category various

motivating factors of the sample respondents (Student’s “t”).

Dimensions

Gender

T value

‘P’ Value

Male

Female

Mean

SD

Mean

SD

Ambience

24.5000

10.60660

24.4192

3.06959

13.765

.000*

Hospitality

23.5000

4.94975

21.7576

2.95170

.819

.367*

Price

27.0000

2.82843

31.1061

3.00657

.130

.130*

Quality

22.0000

1.41421

27.8889

3.03412

1.067

.067*

Quantity

21.5000

3.53553

27.5253

5.33134

.742

.742*

Food and beverages

9.5000

2.12132

13.1667

4.28994

1.872

.072*

Barbeque Grill offerings

11.5000

4.94975

12.6111

3.69185

.096

.096*

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Taste and Aroma

20.5000

3.53553

18.7222

4.73657

.502

.502*

Dining timings

45.0000

8.48528

47.0000

10.44492

.692

.692*

Booking the table

14.0000

2.82843

15.0404

3.31102

.256

.256*

Hygiene

11.0000

.00000

12.7778

2.92566

4.293

.293*

Bill payment

9.5000

2.12132

9.3990

2.83871

.642

.642*

Style of cooking

18.5000

7.77817

19.8081

4.91486

.531

.531*

Source: Primary Data

Note: 1. ** denotes significant at 1% level

2. * denotes significant at 5% level

Since ‘P’ value is less than 0.01, null hypothesis is rejected at 1% level with respect to the several

dimensions of the motivating factors of Barbeque Nation influencing the consumers. Based on mean score, it is

observed that the female sample respondents have been influenced more than the male sample respondents.

Hence there is a significant difference between male and female sample respondents with respect to the various

dimensions of the motivating factors of Barbeque Nation. Since ‘P’ value is less than 0.05, the null hypothesis

rejected at 5% level, with regard to other dimensions such as Ambience, Hospitality, Price, Quality, Quantity,

Food & Beverages, Barbeque Grill offerings, Taste & Aroma, Dining timings, Booking the table, Hygiene, Bill

Payment, and Style of Cooking. Based on mean score, it is observed that the female sample respondents have

been influenced more than the male sample respondents based on the gender other than the dimensions as

motivating factors of Barbeque Nation. Thus, there is a significant difference between male and female sample

respondents with respect to the sixteen dimensions on the motivating factors of the consumers towards

Barbeque Nation restaurant. Hence the alternate hypothesis is accepted.

Factor Analysis

Factor analysis is used as technique to lessen a huge or countless number of variables into less numbers of

factors. This technique excerpts maximum common variance from all variables and puts them into a mutual

score. In this study the Factor Analysis has been used to measure the various motivating or influencing factors

that attracts the customers to the Barbeque chain of restaurant in Tiruchirappalli City.

Factor Analysis on Factors on effectiveness on the consumer behaviour

Bartlett's Test of Sphericity (Approx. Chi-Square)

.000

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.682

Bartlett's Test of Sphericity is used for testing the appropriateness of the factor model. The test is based on a

Chi-Square transformation of the determinant of the correlation matrix. The Chi-Square value shows that the

variables are appropriate for factor analysis. A higher value of Kaiser-Meyer-Olkin statistic indicates (0.682)

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and a significance value of 0.000 Chi square value reflects that the sample is adequate to explain the correlation

between the pairs of variables with the other variables

Communalities table

Extraction Method: Principal Component Analysis.

Inferences

The amount of variance a variable shares with all other variables included in the analysis can be inferred

from the communalities table. Variables with higher extraction values show higher association with other

variables. Variables such as ambience, hospitality, fixed price, quality, quantity, food and beverages, barbeque

live grill offerings, online booking of tables through Apps, dining timings, birthday celebrations hygiene, bill

payment, style of cooking, vegetarian and non-vegetarian toasters, reflects that they can be easily associated

with a common factor. Variables such taste and aroma, quality and happiness card and buffet offers show very

low extraction.

Rotated component matrix

a

Component

1

2

3

4

5

Ambience

.712

Hospitality

.776

Fixed Price

.670

Quality

.438

Quantity

.410

Food and beverages

.808

Variables

Extraction

Ambience

.869

Hospitality

.860

Fixed Price

.853

Quality

.844

Quantity

.843

Food and beverages

.842

Barbeque Live Grill offerings

.759

On-line booking of tables through Apps

.686

Taste and Aroma

.682

Dining timings

.680

Birthday celebrations

.612

Hygiene

.597

Bill payment

.569

Style of cooking

.548

Vegetarian & Non-Vegetarian toasters

.320

Happiness Card and Buffet offers

.241

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Barbeque Live Grill offerings

.866

On-line booking of tables through Apps

.757

Taste and Aroma

.412

Dining timings

.912

Birthday celebrations

.907

Hygiene

.915

Bill payment

.909

Style of cooking

.922

Vegetarian & Non-Vegetarian toasters

.916

Happiness Card and Buffet offers

.207

Extraction method: principal component analysis.

Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 7 iterations.

Factor interpretation %

of variance explained

Loading

Variables included in the factor

Factor- I

.912

Dining timings

.915

Hygiene

.922

Style of cooking

Factor- II

.410

Quantity

.808

Food and Beverages

.866

Barbeque Live Grill offerings

.757

On-line booking of tables through Apps

.412

Taste and Aroma

.207

Happiness Card and Buffet offers

Factor- III

.907

Birthday celebrations

.909

Bill Payment

.916

Vegetarian & Non-Vegetarian toasters

Factor- IV

.776

Hospitality

.670

Fixed Price

.438

Quality

Factor- V

.712

Ambience

Inferences:

The sixteen variables are reduced to five factors. All together the five factors explained sixty seven per cent

of the total variance. The table lists the factors in the order in which they were extracted. The five factors are

Factor I, Factor II, Factor III, Factor IV, and Factor V. Attributes such as dining timings, Hygiene, and style of

cooking reflects FACTOR I. Attributes such as Quantity, food and beverages, Barbeque live grill offerings, on-

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line bookings of tables through Apps, taste & aroma, happiness card and buffet offers reflects FACTOR II.

Attributes such as Birthday celebrations, bill payment, vegetarian & Non-vegetarian toasters, reflects FACTOR

III. Attributes such as Hospitality, and fixed price reflects FACTOR IV. Attributes such as Quality and

ambience reflects FACTOR V.

Total variance explained

Total Variance Explained

Com

pone

nt

Initial Eigenvalue

Extraction sums of

squared loadings

Rotation sums of squared

loadings

Total

% of

Varianc

e

Cumulati

ve %

Total

% of

Varian

ce

Cumul

ative

%

Total

% of

Varianc

e

Cumula

tive %

1

3.018

18.859

3.018

18.859

2.627

16.420

2

2.850

17.811

36.670

2.850

17.811

36.670

2.587

16.167

32.587

3

2.260

14.126

50.796

2.260

14.126

50.796

2.570

16.065

48.651

4

1.495

9.345

60.141

1.495

9.345

60.141

1.617

10.108

58.760

5

1.183

7.391

67.532

1.183

7.391

67.532

1.404

8.772

67.532

6

.992

6.203

73.735

7

.811

5.070

78.805

8

.670

4.185

82.990

9

.635

3.970

86.960

10

.580

3.627

90.587

11

.460

2.876

93.463

12

.307

1.919

95.382

13

.225

1.407

96.789

14

.201

1.257

98.046

15

.185

1.159

99.204

16

.127

.796

100.000

Extraction Method: Principal Component Analysis.

Inferences

The analysis portrayed depicts that 67.532 percentage of variables showing the factors influencing the

consumer behavior towards Barbeque Nation restaurant are explained and there are other unknown attributes

which are to be explored.

Discussions

Consumer behavior in restaurants is heavily influenced by many factors, either based on serving amenities

or the dining atmosphere. The food preferences in restaurants by the customers or guests are influenced by the

social class of people. Besides its design and facilities, the customers consume the food served or to enjoy the

atmosphere of the place to have zeal and zest with family members, friends or relatives. In global market

scenario, advertisers and Brand marketers always have a strong note on the daily changes of the demand and

supply.

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Customer’s selection of restaurants to dine depends on the motivational factors influencing their purchasing

behavior through many available outlets as it depends upon the spending habits, while other outlets may not

attract the new or existing customers. Factors like variety of foods and beverages, quantity, quality, taste,

aroma, ambience, hygiene, price, deserts, services of the staff, hospitality, dining timings, booking the table,

bill payments, meat offerings, style of cooking, side dishes, soft drinks, and customer care were the factors that

affect consumer’s decision on dining in the restaurant. Quality of food, fast delivery, offers and discounts, trust

issues were the main factors that affect the consumer’s decision on ordering the food to consume. Thus, to wrap

up, Barbeque Nation MNC restaurant has attracted many customers and it has very unique features of its

services. During the week end the On-line table bookings get exhausted on the previous day and customers are

not permitted on current bookings due to its policies and customer care. Still customers of all age group prefer

to dine with passion and feel it as a home away from home. The main backbone of Barbeque Nation is its own

customers, which attracts them with its delicious dishes blended with aroma of various deserts and beverages.

The base grounds on Barbeque Nation’s fundamental standards emphasis on core employees, and external

customer, thirst, novelty, genuine-ness and possession.

Conclusion

The customer care of the Barbeque Nation is quite unique as the main feature of the restaurant attracts the

social group. The loyal customers are highly satisfied with its services and visits the outlet at regular intervals.

Barbeque Nation MNC restaurant is a boundless example as their foremost goal is to link with customers as a

major contribution of the Barbeque lifestyle is the experience gained from the ever changing consumers

throughout the world. Thus, Barbeque Nation MNC Restaurant continues to flourish through an extended drive

and makes customers to impress at ease and a feel it as a place away from home, from its unassuming

beginnings, to where it is today. The Barbeque Nation experience is very exceptional from all others

competitive outlets and this is apparent through its astonishing achievement.

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