North South University

Course- Marketing Research

Section-04, Group-03, Summer 2017

Subject: Case Analysis of Jafran

Submission Date
8th June, 2017

Submitted to,

Dr. Muhammad Sabbir Rahman (Dsr), Associate Professor

School of Business & Economics

North South University

Name ID Serial
Sayeda Rifat Azad 1310382630 13
Mohammad Shahidul Islam 1310544630 14
Fardin Nasir Ronit 1310803630 15
Sazzad Hossain 1310845630 16
Tapon Chandra Sarker 1311306630 17
Asif Bin Hossain 1311451030 18
 Case Analysis
We have visited a restaurant Jafran which is located in Bashundhara R/a. After visiting there, we talked
to manager regarding any ongoing issues that they are facing. They shared us some issues which they are
currently facing.

Issues

Its been more than a year, Jafran has launched as restaurant, with a goal to add newest taste in town.
They have variety of biryani which are very popular among students. People living in Bashundhara;
specially university students are their main customers. However, they have other Indian food items in
their menu which customer can order from 4.00pm 9.00pm. But the problem is even though they have
a brand image and experience highest volume of sales of biryani, their Indian food items such as Parata
with chicken Masala, Kabab, Chap etc. are not very popular. They dont get good number of customers
for it. So, we will try to find out why they are not getting customers for Indian food.

Research Problem

Jafran is not getting customers for their Indian food menu. Their Indian food items id not very popular. No
further research has been done to find the answer of why? There is a research needed to find out the
reason for the issues.

Problem Statement

Jafran is not getting customers for Indian food items in evening hours.

Hypothesis

Jafran couldnt position themselves in consumers mind to become first choice of consumers. Some of the
consumers do not like their quality and believe their Indian food items is to some extent overpriced. For
these reasons, Jafran is failing to get customers for Indian food items.

Research Question

1. Is their quality of Indian foods not very good?

2. Do customers like their Indian foods or not?
3. Are customers aware of the foods that they providing?

Research Design

We have decided to conduct a survey to find the answer of the questions. Our random sample size is 20.
The respondents were from mainly people living in Bashundhara and mostly University students.
Questionnaires

1. Have you ever visited Jafran?

a) Yes b) No

2. How often do you visit Jafran?

a) Once in a month b) More than once in month c) Once in a week d) More than once in a week

3. What are the food menu of Jafran do you like?

a) Biryani b) Indian Kabab items c) Regular BD meal d) No idea

4. Do you know what are the Indian food that they sell and have you tasted?
a) Yes b) No

5. Do you like the quality of Indian foods of Jafran?

a) I liked it b) Not very good c) average

6. What do you think about the pricing of Indian foods in Jafran?

a) Price is high b) Price is low c) Price is fine

7. What is the first choice of yours for Indian kabab items in Bashundhara R/a?
a) 300 feet food island b) Kanary c) Jafran d) Others
Findings

1. Have you ever visited Jafran?

Out of the 20 respondents, 18 people said they have visited Jafran and 2 said they heard the name but
didnt visit Jafran

2. How often do you visit Jafran?

Out of the 20 respondents, 7 people said they visit Jafran only once in a month. 6 people said they visit
more than once in a month, 3 people said they visit once in a week and 2 respondents said they visit more
than once in a week.

3. What are the food menu of Jafran do you like?

Out of the 20 respondents, 18 people said they like biryani items. And 5 people said they like all items

4. Do you know what are the Indian food that they sell?

Only 5 people said they know what are the Indian food items they sell and have tasted. Rest of the
respondents said they dont know and never tasted.

5. Do you like the quality of Indian foods of Jafran?

Those 5 respondents who have tasted Indian food items liked the quality.

6. What do you think about the pricing of Indian foods in Jafran?

Out of the 5 people who have tasted Indian food items, they said the price should be a bit lower.

7. What is the first choice of yours for Indian kabab items in Bashundhara R/a?

Out of the 20 respondents, 100 % of them said 300 feet island is their first choice.

Conclusion

Since out of the 20 respondents only 5 (25%) people said, they have tasted and know about Indian menu
of Jafran. So, most of the respondents actually are not aware of Indian items. And besides 100% of the
respondents said, their first choice for Indian kabab food is 300 feet island; meaning Jafran couldnt
position themselves in consumers mind as first choice for kabab items. Only 5% people have said they
tasted and liked the pricing and quality of Indian foods, and 75% actually replied oppositely. So we cant
conclude saying that quality and pricing of Indian foods of Jafran is not good.

Recommendation

We would recommend them to promote their kabab menu to more customers as customers dont know
even about their items and never have tasted. And also since Jafran is not customers first choice for Indian
items; they should build brand associations, brand equity and redesign product to become first choice of
consumers.