Internship Report

Presidency business school
CHAPTER-1
INTRODUCTION TO THE TOPIC
INTRODUCTION
The menu structure of a cooking and catering services becomes a crucial component affecting
consumer selections in the dynamic world of food, where dining experiences are now about
creating memorable moments rather than merely satisfying hunger. A menu that is thoughtfully
crafted becomes more than just a selection of dishes as discriminating customers look for new
and engaging culinary experiences; rather, it is a story that defines a cooking and catering
services identity and influences the expectations of its clients. In order to better understand the
complex relationships that exist between menu composition and client preferences, this study
will conduct a thorough investigation. Three key aspects will be highlighted in particular: cost
considerations, component diversity, and flavor characteristics.
The modern dining scene is defined by an extensive variety of culinary diversity, created by a
customer base that is becoming more discriminating and an inventive industry. The menu
composition of a cooking and catering services is a crucial component that influences the eating
choices of customers in this dynamic context. This research delves into the complex
relationship between menu composition and consumer preferences, concentrating on three
main factors: pricing considerations, component diversity, and flavor profiles.
Page 1 of 36 November 2023

The ability to comprehend and satisfy the tastes of a constantly finicky clientele is essential in
the eating industry, which is a dynamic and cutthroat sector. One of the most important factors
influencing patron decisions is the menu's arrangement in cooking and catering services. By
carefully analysing flavor characteristics, ingredient variety, and cost considerations, this
research attempts to clarify the complex relationships between menu composition and customer
dining choice.
The arrangement and design of the food items on a culinary and catering service menu is known
as menu composition. It has a significant impact on what customers choose to eat, particularly
when it comes to vegetarian catering services.
Flavor Profiles
Menus that provide a wide variety of flavor profiles—from traditional and well-known to
experimental and attracting in more and more customers. This may be accomplished by
vegetarian catering services employing a range of culinary methods, herbs, and spices. A
vegetarian caterer may, for instance, provide a Thai curry meal or another food with a strong,
spicy flavor profile. As an alternative, they can serve a meal like a Mediterranean cuisine that
has a softer, more delicate flavor profile.
Ingredient Diversity
In addition, consumers are searching for menus with a wide variety of selections and are
become more conscious of the products utilized in their cuisine. This is caused by several
things, such as growing interest in other cuisines, growing knowledge of food sustainability,
and an increase in dietary restrictions. This desire may be met by vegetarian catering services,
who can provide a range of menu options created using local, seasonal, and fresh ingredients.
Additionally, they may provide a variety of choices, such gluten-free and vegan options, for
clients with certain dietary requirements.
Cost variables
When selecting a cooking and catering service, one of the most important factors for clients is
the cost of the menu items. Catering services for vegetarians must strike a balance between
turning a profit and providing clients with reasonably priced and well-rounded alternatives.
Offering a variety of pricing points will allow clients to select the foods that best suit their
spending limit. In order to draw clients and lower the cost of their dishes, vegetarian caterers
might also run specials and sales.

This research offers insightful information about consumer behaviour and

factors influencing dining decisions as it explores the complex link between menu composition
and customer preferences. Gaining a competitive edge in the rapidly changing catering sector
may be achieved by understanding how pricing strategies and menu design affect consumer
decisions. This course gives you the skills necessary to create menus that suit a wide range of
consumer preferences, tastes, and spending limits. In addition, this research offers a useful
framework for evaluating the effectiveness of menu composition strategies. Additionally, you
will learn about the particulars of ingredient variety and how it affects consumer perception
from this study. You'll discover how to effectively find a balance between the price of
ingredients and what customers want in order to design a menu that's both attractive and
successful Furthermore, this study offers a thorough comprehension of how taste
characteristics affect customers' eating decisions. You'll learn about the psychology of taste and
how to combine tastes in recipes in a way that's effective.
Importance of Menu Composition in Customer Choices
The arrangement and design of the food items on a culinary and catering service menu is known
as menu composition. It has a significant influence on how consumers view the brand of the
catering, the quality of the food offered, and the overall value for their money, making it a
crucial component in influencing their dining choices.
1. One way that a well-crafted menu may draw in new business is by providing a range of foods
that cater to a diverse range of palates. A catering business that provides a menu with foods
from other cuisines, such American, Mexican, and Indian, is likely to draw in a larger clientele
than one that specializes in just one cuisine.
2. A well-crafted menu may promote recurring business: By providing clients with something
fresh to sample every time they use the catering service, a well-written menu may promote
repeat business. For instance, clients are more likely to stick with a catering business that
frequently adds new meals to its menu than one that only offers the has the same menu for
years on end.
3. The right menu composition may increase total sales by providing clients with a range of
meals that they are willing to pay for. For instance, a catering business that provides a menu
that includes both expensive and inexpensive foods would probably make more money than
one that just provides these options.

4. The content of the menu can affect how customers view the catering service: A well-crafted
menu can affect how customers view the catering service by establishing a certain image or
sense of brand identity. For instance, people are more likely to view a catering business as
sustainable and healthful if its menu emphasizes seasonal and fresh foods.
COMPANY PROFILE
Sri Vasa Foods in Bangalore is a proprietorship firm currently owned by Mr. Vasudeva Murthy.
The business was registered on March 8, 2019, and is located at No. 123, 4th Main Road, 3rd
Cross, Bangalore, Karnataka 560003.The business is engaged in the manufacturing and sale of
food products, including pickles, chutneys, and powders. Sri Vasa Foods' products are known
for their high quality and authentic taste, and are distributed to a wide range of retailers in
Bangalore and other parts of Karnataka. The business was earlier handled by Srinivas Murthy
since 1974 in Mandur. In the year 1990, they decided for market expansion and entered
Bangalore (KR Puram).
Since they had huge customer base in Mandur, they continued to take order and catered to the
need of customers in Mandur even when they established business in kr Puram. They succeeded
in managing business in both the places.
As days passed, they began to acquire customer in Bangalore by their quality service.
Mr. Murthy is the sole proprietor of Sri Vasa Foods and is responsible for all aspects of the
business, including production, marketing, and sales. He has over 40 years of experience in the
food industry and is passionate about providing his customers with delicious and authentic food
products. Sri Vasa Foods' products are distributed to a wide range of retailers in Bangalore and
other parts of Karnataka. The business is also growing its online presence and now ships its
products to customers all over India. Sri Vasa Foods is also exploring opportunities to export
its products to other countries in the coming years. The business uses fresh, high-quality
ingredients in all of its products, and it is committed to sustainable practices and uses
environmentally friendly packaging. Sri Vasa Foods offers a variety of payment options,
including cash, credit cards, and online payments. Sri Vasa Foods is committed to providing its
customers with high-quality and authentic food products, and its products are known for their
delicious taste and unique flavor profiles

Owner: Mr. Vasudeva Murthy
Address: No. 123, 4th Main Road, 3rd Cross, Bangalore, Karnataka 560003
Nature of Business: Manufacturing and sale of food products
Products: Pickles, chutneys, and powders
Market: Bangalore and other parts of Karnataka
Customer Base: Individuals, families, and retailers
Competitive Advantage: High quality and authentic taste
Future Plans: To expand distribution to other parts of India and to export products to other
countries
Sri Vasa Foods is a small business, but it is making a big impact on the food industry in
Bangalore and beyond. The business's commitment to quality, authenticity, and sustainability
sets it apart from its competitors. Sri Vasa Foods is a rising star in the food industry, and it is
sure to continue to grow and succeed in the years to come. Srinivas Murthy, along with his son
Vijay, are running the business. His son is diversifying the business by introducing their new
product, Sri Vasa Puliyogare Gojju, on both offline and online platforms. Like Amazon and Jio
Mart, and in retail shops. In no time, they got the 141st rank in Amazon with respect to
Puliyogare Gojju. Best-selling in Puliyogare Gojju. Their brand is Amazon Choice on Amazon

Platform. They also sell rasam powder, sambar powder, bisi bele bath powder, and chutney
Pudi. They also do outside catering for functions like marriage, housing ceremonies, and
temples
HIGH- LIGHTS
• They have been part of the food supply chain for government-organized national
celebrations such as Independence Day and Republic Day for the past 20 years, since
2004.
• They also serve as food suppliers for state government-organized Udyoga Mela.
• Additionally, they supply prasadam for temples every day in and around KR Puram,
ensuring their business operates 365 days a year.
• The popularity of their food is attributed to its unique and traditional Flavors, resulting
in consistent demand for their products.
• Specializing in South Indian dishes, they have garnered significant popularity, leading
to a high demand for authentic South Indian cuisine.
• Demonstrating expertise in various vegetarian foods, they are actively exploring new
and diverse dishes to further enhance their culinary offerings.
• They started selling their products online from July 5, 2022

• They have recently introduced Battara Puliyogare. Initially, they were ranked 25,000,
but within a year, they have climbed to the 141st rank on Amazon. The product is highly
rated for its value for money.
• To support the livelihood of farmers, they directly purchase raw materials from them.
• Trained under Srinivas Murty, their employees have ventured to open their own small
canteens in villages and towns. The most popular times of year for them are festivals,
and word-of-mouth advertising is crucial to their success since people who have
experienced the food place orders.
• Distributing the majority of leftover food to elderly homes and orphans is also a noble
tradition
• They receive orders from various states in India, with the highest number of online
bookings coming from Maharashtra, Assam, and Keral

MARKETING Sri Vasa Puliyogare Gojju near temple Bengaluru
In order to promote and sell Sri vasa Puliyogare Gojju, my internship colleagues and I visited
the famous Venkateshwara Temple in KR Puram, Bengaluru, on November 12, 2023. We
strategically placed a colourful booth close to the temple entrance in order to start making
purchases and interacting with guests. The advertisement was successful in reaching its target
audience and generating actual interest in Sri vasa Puliyogare Gojju. This was not just the task;
it was an adventure into the complicated process of planning and carrying out a marketing
campaign in the real world. Through this project, we were able to understand the significance
of selecting the appropriate audience and realized how important it is to success. We not only
sold a product during the process, In the course of the procedure, we learned important lessons
that go beyond textbooks in addition to selling a product. Our understanding of the importance
of matching academic knowledge with real-world situations has increased as a result of this
practical participation.

Previous menu
Sri Vasa Foods' previous menu offers a wealth of data that may be used into a report. The
following are some salient points:
Menu Variety: Sri Vasa Foods serves a broad range of foods, such as roti items, rice dishes,
desserts, appetizers, soups, rasam, and Gojju. There is something for everyone in this
assortment, which serves a wide range of clientele.
Ingredients: A wide range of components are included on the menu, such as grains, lentils,
veggies, spices, and dairy products. This implies that Sri Vasa Foods prepares its meals using
top-notch, freshly-sourced ingredients.
Pricing: Sri Vasa Foods is an economical alternative for clients because of the fairly priced
menu items.

Recipe: A range of South Indian foods, including Puliyogare, dosa, vada, and idli, are
available on the menu. This implies that consumers who appreciate South Indian food
frequently choose Sri Vasa Foods.
An insight into Sri Vasa Foods' products and dedication to diversity and affordability may be
seen in its previous menu. There are many different South Indian foods on the menu, such as
rice dishes, desserts, appetizers, soups, rasam, Gojju, roti items, and ice creams. There is
something for everyone in this assortment, which serves a wide range of clientele.
A wide range of ingredients are also included on the menu, such as grains, lentils, veggies,
spices, and dairy items. This implies that Sri Vasa Foods prepares its meals using top-notch,
freshly-sourced ingredients. Customers will find Sri Vasa Foods to be an economical
alternative because of its reasonable menu prices.
Overall, Sri Vasa Foods' previous menu indicates that it is a well-liked option for clients who
appreciate diversity, affordability, and quality in South Indian food
NEW MENU

Sri Vasa Foods offers a new menu that is very visually appealing. It presents the
catering menu items in an appealing way by using images of meals that are of the highest
quality. With distinct titles of every item, the menu is similarly organized out and simple to
find what they want. The attractive and informative new menu from Sri Vasa Foods gives
customers a good idea of what the catering has to offer. There are categories on the menu for
appetizers, salads, soups, main dishes, side dishes, desserts, and beverages. The essential
components and tastes of each meal are highlighted in the succinct and straightforward menu
descriptions.
Additionally, the menu features eye-catching pictures of the food, which may assist patrons
in selecting meals with knowledge. A wide range of foods are offered in each segment to suit
a varied clientele. The combination of colour and text in the new Sri Vasa Foods menu is
among its most striking characteristics. The shade of brightly coloured which is linked to
energy and enthusiasm, takes centre stage on the menu. Customers can easily explore the
menu and locate the foods they're searching for since the writing is clean and easy to
understand.
All things considered, the recently introduced Sri Vasa Foods menu is an attractive and
educational marketing tool that should draw in clients. The menu is aesthetically pleasing and
simple to navigate, and provides customers with a clear understanding of the catering
offerings.
The following are some particular aspects of the new Sri Vasa Foods menu that customers
will enjoy:
• The menu is well laid out and simple to use.

• The menu has appealing pictures of the food.
• The titles of the dishes are short and easy to understand.
• The menu's dynamic colour design is connected to enthusiasm and energy.
• The menu seems clean and professional since it is printed on premium paper.
All things considered, the newly introduced Sri Vasa Foods menu is an attractive and
educational marketing item that is sure to make a good impression on clients.

Features Previous Menu New Menu

Visual appeal Basic and unappealing Visually appealing and eye-
catching
Informativeness Limited information about Detailed descriptions of dishes
dishes with key ingredients and
Flavors
Variety of dishes Limited variety of dishes Wider variety of dishes
catering to a diverse customer
base
Imagery No images of dishes Attractive images of dishes
that help customers make
informed choices
Colour scheme Dull and uninspiring Vibrant and energetic colour
scheme
Paper quality Standard paper quality High-quality paper that gives
the menu a professional and
polished look
Sri Vasa Foods has a new menu that is useful and will probably draw in more consumers.
Customers will find it simpler to find the dishes they want with the new menu’s visual appeal
and informativeness over the previous one. A greater selection of meals is also available on
the new menu, making it more appealing to a wider range of customers.
FUTURE PLANS
• In addition to their offline sales, they aspire to diversify their business by introducing
new products such as sambar powder, rasam powder, and venturing into the online
market for ready-to-eat products.
• Their future plans include establishing a website/application to facilitate online orders,
further expanding their reach and accessibility to customers.
• Currently operating on a small scale with a limited workforce, they envision expanding
their business by incorporating semi-automatic machinery. they not only create
employment opportunities but also nurture skilled workers through comprehensive
training programs in food preparation.

• Committed to environmental sustainability, they actively contribute by generating a

significant portion of their electricity through solar panels. Additionally, they
demonstrate eco-friendliness by converting their waste into nutrient-rich
vermicompost.
Business card for Sri Vasa Foods, a vegetarian catering service in

Bangalore, India.
A Strategy to Reach More Customers in Bengaluru

Statement of Problem
Sri Vasa Foods' main issue when orders are taken with a minimal advance payment, the final
bill is completed after the food service is delivered or offered. However, a problem arises
because customers often try to negotiate the final price by raising concerns that are simply
bargaining tactics. This makes it difficult to maintain transparent and fair pricing practices.
Drop is mostly caused by shortcomings in menu planning, pricing, and marketing, as well as
more pressure in the vegetarian catering industry. The company's menu is unappealing, maybe
because it doesn't have enough diversity to appeal to a wide range of palates and is out of date.
Concerns about pricing have also surfaced; some clients feel that the existing prices are
too costly, which calls for a review of the pricing structure or the addition of more
reasonably priced alternatives. Sri Vasa Foods's marketing plan doesn't seem to be
working well enough, and more money has to be spent on promotion, advertising, and
building a stronger social media presence in order to expand exposure and reach.
Additionally, the business is up against more intense competition from other.
Research Objectives
1. To determine the influence of flavor profiles on customer dining choices at Sri Vasa
Foods, identifying the most popular flavor profiles among customers.
2. Evaluate Sri Vasa Foods' menu impact on customer loyalty and repeat business,
emphasizing customer perspective on menus.
3. To suggest measures to improve the dining choices of customers
Significance and Relevance of the Study
When it comes to catering services, menu construction plays a major role in determining the
eating preferences of patrons. A thoughtfully designed catering menu may increase total
revenue, draw in new clients, and promote repeat business. On the other hand, a badly designed
catering menu may turn away clients and harm the standing of the catering business. This study
is important because it will shed light on how menu construction affects client eating
preferences in catering services, with particular attention to cost factors, product diversity, and
flavor profiles. In addition, the study will fill a vacuum in the literature about menu composition
in catering services, which makes it pertinent. The majority of earlier studies have concentrated
on the effects of certain catering menu items, such cost or serving size. But this study will
address menu creation in catering services holistically, taking into account how the general

layout of the menu influences patron selections. Many stakeholders will be interested in the
study's conclusions, including: Managers of catering services: They will get important
knowledge from the research on how to create catering menus that appeal to a larger clientele
and increase revenue. The study will provide them knowledge on how to create regulations that
support sustainable and healthful catered food options. All things considered; this study might
significantly advance our knowledge of how menu composition affects patron eating
preferences in catering services. Policy makers, food and beverage marketers, and catering
services will all find value in the study's conclusions.

CHAPTER-2
METHODLOGY
HYPOTHESIS:
Hypothesis 1: Customers who prefer a wider range of flavor profiles are more likely to try new
dishes at Sri Vasa Foods.
Hypothesis 2: Customers who have a positive perception of Sri Vasa Foods' menu are more
likely to return to the catering and recommend it to others.
Hypothesis 3: Implementing menu changes that increase ingredient diversity and provide
clearer information about dishes will positively influence customer dining choices and loyalty.
RESEARCH METHODOLOGY:
• Research Questions
1. When selecting a dish, how important is the flavor profile to your dining choice?
2. How frequently do you dine/eat at Sri Vasa Foods?
3. How likely are you to try a new dish solely based on its flavor profile?
4. How long have you been a customer at Sri Vasa Foods?
5. What factors influence your decision to return to Sri Vasa Foods?
6. How often do you try new items on the menu?
7. How would you rate the clarity of Sri Vasa Foods' menu in terms of providing
information about dishes?
8. What changes, if any, would you suggest to enhance the variety of the menu at Sri
Vasa Foods?
9. How would you rate the current pricing at Sri Vasa Foods in relation to the quality
of the food and overall dining experience?
10. In your opinion, what could Sri Vasa Foods do to improve its marketing and social
media presence?
11. How likely are you to recommend Sri Vasa Foods to friends or family based on
your current dining experiences?

• DATA COLLECTION METHODS
Quantitative Method
A quantitative research methodology was used to collect numerical data from a client base of
Sri Vasa Foods in order to identify patterns and relationships. This technique made it possible
to analyze consumer thoughts and perceptions in a methodical way, giving important
information about their food habits and decision-making processes.
The sampling technique
The study uses non-random sampling techniques to selectively select people with varying
backgrounds and consuming experiences. This strategy enabled an in-depth understanding of
client points of view by incorporating individuals from diverse demographics and gastronomic
interests. As a result, the data gathered began to reflect the target demographic more accurately,
adding a wealth of viewpoints to the study.
Sample Size
About 35
Sample Units
Individual customers of Sri Vasa Foods were selected as the sample units for the study.
Sample Frame
Customers of Sri Vasa Foods Bengaluru, residing in urban areas of Bengaluru.
Statistical tool
Graphs and pie charts
Limitations:
• Time constraints
• Limited access to data.
• Lack of previous research studies on the topic.

CHAPTER-3
SWOC ANALYSIS
Organisations can utilize SWOC analysis, a strategic planning technique, to determine their
strengths, weaknesses, opportunities, challenges, it is an organized method that may be applied
to evaluate elements that could affect an organization's success on the inside as well as the
outside.
Strengths: A company's internal qualities and competencies that provide it a competitive

edge are referred to as its strengths. These can include things like a well-known brand, a
skilled workforce. By recognizing its advantages, a company can use them to further its goals
and keep a competitive advantage in the marketplace.
Weaknesses: Internal issues known as weaknesses make a company less effective and
competitive. These could include out-of-date equipment, a shortage of qualified workers, etc,
Strategic planning requires an awareness of weaknesses since resolving these issues can
improve overall efficacy and efficiency.
Opportunities: An organization can take advantage of external trends and factors by utilizing
them. These might include newly developing markets, improvements in technology,
adjustments in consumer behaviour Finding opportunities enables a company to change with
the times and take advantage of favourable circumstances to promote expansion and success.
Challenges: challenges are external factors that have the potential to harm an organization.
These could include shifts in regulations, heightened competition, economic downturns, or
technological disruptions. Developing strategies to reduce risks and make sure the company
is ready to handle unforeseen circumstances requires an understanding of the obstacles.

Quality
STRENGTH Customer Focus
Value for Money
Variety and Customization:
Creativity
Adaptability
Limited Promotion and Marketing

Menu Innovation and Adaptability
WEAKNESS Price Sensitivity
Limited Online Presence
Minimal Staff Training
SWOC
Expanding new markets
Exploring online ordering and
delivery
Offering catering subscriptions
Supporting the Increased Demand
OPPORTUNITY for Specialized Diets
Leveraging Technology
Increasing Costs
Maintaining Quality and
Consistency
CHALLENGES
Managing Menu prices
Staff Motivation and Retention
Evolving Customer Expectations

STRENGTHS
Quality: Sri Vasa Foods is known for preparing its meals with outstanding, freshly-sourced
ingredients, ensuring a consistently delicious and fulfilling eating experience. To further
improve the quality and freshness of their products, they place a high priority on obtaining
seasonal fruit and components that are farmed nearby wherever feasible.
Creativity: The culinary staff at Sri Vasa Foods uses a wide variety of tastes and cooking
methods to create menu items that showcase their extraordinary creativity. They cater to a wide
spectrum of palates and tastes by skilfully balancing creative fusion dishes with classic
vegetarian food.
Adaptability: Sri Vasa Foods is renowned for its capacity to adjust to the changing
requirements and preferences of its customer base. In order to keep their menus current and
interesting to their customers, they are receptive to comments and recommendations. They also
accommodate a wide range of food preferences and limitations, so their services are available
to a wider audience.
Customer Focus: Sri Vasa Foods is dedicated to provide outstanding customer service, making
sure that every customer has a happy and memorable experience. They place a high value on
learning about the preferences and demands of their clients in order to customize their offerings
to each person's needs.
Value for Money: Sri Vasa Foods guarantees that clients get outstanding value for their
investment by providing reasonable pricing for their catering services. They offer reasonably
priced and fulfilling catering solutions by carefully controlling their expenses without
sacrificing quality.
Variety and Customization: Sri Vasa Foods offers a wide variety of vegetarian dishes to suit
diverse tastes and preferences. They also provide customization options to accommodate
specific dietary requirements and preferences, ensuring that everyone can enjoy their catering
experience.

WEAKNESS
Limited Promotion and Marketing: In order to raise brand recognition and bring in new
clients, Sri Vasa Foods' marketing initiatives should be improved. They might increase their
reach and bring in more people by making investments in public relations efforts, social media
interaction, and targeted advertising.
Menu Innovation and Adaptability: Though Sri Vasa Foods is renowned for its inventive
menu, there may be space for more creativity and adaptability to changing consumer tastes and
culinary trends. Their menus might remain interesting and fresh by experimenting with fusion
cuisine, adding new dishes on a regular basis, and utilizing seasonal products.
Price Sensitivity: In comparison to certain competitors, Sri Vasa Foods' prices could be seen
as somewhat overbearing. Although the price of their foods is justified by its quality, providing
more accessible alternatives or implementing tiered pricing structures might.
Limited Online Presence: It's possible that Sri Vasa Foods' website isn't suited to take online
orders and draw in new clients. Customers' comfort might be increased and the ordering
procedure streamlined by improving their website and creating an intuitive online ordering
platform.
Minimal Staff Training: Although the employees of Sri Vasa Foods are usually friendly and
attentive, there could be space for development in terms of customer service and training.
Sustaining client happiness and loyalty might be further increased by offering continuous
training and stressing the value of providing outstanding customer service.
OPPORTUNITIES
Expanding new markets: Sri Vasa Foods may think about extending its activities into nearby
cities or possibly other parts of India. Through this growth, they would be able to reach a wider
audience and take a bigger chunk of the market.
Exploring online ordering and delivery: In order to serve a wider audience and provide their
clients with more convenience, Sri Vasa Foods should set up an online ordering and delivery
system. They may reach a wider audience outside their local region with the help of this online
presence.

Offering catering subscriptions: Sri Vasa Foods may start offering catering subscriptions,
allowing clients to have recurring delivery of meals that have been prepared ahead of time or
specially tailored catering packages. In addition to increasing client loyalty, this recurring
revenue stream can offer a reliable source of income.
Supporting the Increased Demand for Specialized Diets: Sri Vasa Foods is able to meet the
increasing demand for products that are vegan, gluten-free, and allergy-free. By concentrating
on specialty markets, the business will draw in a particular clientele and strengthen its standing
as a supplier of inclusive and diversified catering services.
Leveraging Technology: Sri Vasa Foods may improve customer satisfaction and expedite
processes by utilizing technology. Mobile apps, social media interaction, and online ordering
systems may all increase consumer accessibility, offer real-time information, and make
feedback mechanisms easier.
CHALLENGES
Increasing Costs: One of the biggest challenges for Sri Vasa Foods is the growing cost of
labour, supplies, and transportation. They must carefully control their spending without
sacrificing the calibre or worth of the services they offer to clients.
Maintaining Quality and Consistency: Maintaining Sri Vasa Foods' reputation requires
maintaining constant standards for quality and service throughout all catering orders. To
maintain consistently high standards, they must simplify their operations, engage in personnel
training, and put in place efficient quality control methods.
Managing Menu prices: Sri Vasa Foods must strike a balance between keeping a profit and
providing competitive rates. They must carefully assess their pricing approach, taking into
account variables including labour expenses, ingredient costs, and market competitiveness.
Staff Motivation and Retention: The success of Sri Vasa Foods depends on luring, keeping,
and inspiring talented workers. They must engage in staff development and training, foster a
happy and encouraging work environment, and offer competitive pay and benefits.
Evolving Customer Expectations: In today's market, customers are expecting more and more
from caterers, including a wide variety of menu selections, individualized attention, and good

pricing. To satisfy the needs of discriminating clients, Sri Vasa Foods must keep up with these
changing trends and modify its product line.
How to overcome the challenges and weaknesses:
1. In order to beat the competition, Sri Vasa Foods must highlight their unique selling points,
which include their use of premium products, inventive cooking techniques, and extreme
flexibility in catering to consumer preferences. Advertisements that target those who might
enjoy what they're preparing should be used to spread the word about this.
2. Sri Vasa Foods might look for less expensive suppliers of ingredients to help cover rising
prices without sacrificing the quality of their dishes. To make sure that everyone can afford a
delicious a meal, they can also consider setting varied pricing for different kinds of clients.
3. Sri Vasa Foods should always be searching for new culinary trends and asking clients what
they enjoy in order to stay up to date with what they want to consume. They might also
consistently alter their menu to reflect current trends in consumer preferences.
4. Sri Vasa Foods should make sure they are simple to discover online and engage with clients
on social media in order to pique people's interest in their cuisine. To assist spread the word
about how amazing their food is, they may collaborate with food bloggers and local influencers.
They have to air advertisements showcasing Sri Vasa Foods' unique selling points.

CHAPTER-4
OUTCOMES OF STUDY
Data analysis and interpretation
4.1 Table showing the importance of flavor profile to customers' dining choices.
Flavor Profile Respondents percentage

Not important at all 8 22.8
Somewhat important 7 20
Very important 5 42.8
Important 15 14.4
Total 35 100
Interpretation:
From the above table it is inferred that 22.8% of the respondents responded
that flavor is not important at all whereas 42.8% respondents responded flavor are very
important.
4.1 Chart showing the importance of flavor profile to customers' dining choices.
Flavor Profile
14% 23% Not important at all

Somewhat important
Very important
20%
43% Important
Inference
From the above Pie Chart, that 43 percentage of the respondents are giving
more importance to the flavor profile whereas 14 percentage of respondents giving flavor is
important Therefore, we conclude flavor plays an important role in customer dining choices

4.2 Table showing dining frequency at Sri vasa foods.
Frequency Respondents percentage

Rarely 5 14.28
Occasionally 15 42.85
Frequently 9 25.7
Very frequently 6 17.17
Total 35 100
Interpretation:
From the above table it is inferred that 42.8% of the respondents often the Sri
vasa occasionally during festivals home ceremony etc. where as 17.7% of respondents often
Sri vasa foods very Frequently it shows that the business is running all the days by serving to
the desired customers.
4.2 Chart showing the dining frequency at Sri vasa foods.
FREQUENCY
Very frequently Rarely
Frequently
Occasionally
Inference
From the above Pie Chart that 14.28% of respondents often eat at Sri vasa
foods rarely,42.8% of respondents often eat at Sri vasa foods occasionally,25.7% of
respondents,17.17%of respondents eat at Sri vasa foods frequently and very frequently
respectively.

4.3 Table showing ranking flavor profiles in order preference.
Rank/Flavor Spicy Sweet Savory Tangy Bitter Umami

1 10 5 9 8 9 9
2 3 14 9 9 13 9
3 8 6 8 10 7 10
4 11 8 3 6 3 4
5 1 1 5 2 1 2
6 2 1 1 - 2 1
Total 35 35 35 35 35 35
Interpretation:
From the above table it is clear that the most popular flavor is spicy, followed
by Savory, Bitter, Umami. Overall that a majority of the respondents enjoy bold and intense
flavor with spicy and sweet Flavors dominating the preferences. These findings provide
valuable information for understanding flavor preferences that can be used to tailor culinary
offerings align with consumer tastes.
4.3 Chart showing the ranking flavor profiles in order preference.
Ranking flavor profiles

16
14
14 13
12 11
10 10 10
10 9 9 9 9 9 9
8 8 8 8
8 7
6 6
6 5 5
4
4 3 3 3
2 2 2 2
2 1 1 1 1 1 1
0
0
1 2 3 4 5 6
Spicy Sweet Savory Tangy Bitter Umami

Inference
From the above Chart shows that spicy is the most popular flavor, followed by
sweet, Savory there is a mixed opinions about the different flavor. This suggests that there is
no one flavor fixed for all preferences
4.4 Table showing the factors influencing decision to return to Sri Vasa Foods.
Factors Respondents percentage

Menu variety 12 34.28
Pricing 3 8.57
Quality of food 17 48.57
Atmosphere 2 5.71
Customer service 1 2.87
Total 35 100
Interpretation:
From the above table it is clear that the most important factor influencing the
decision to return to Sri vasa foods are the quality of food, menu variety, and pricing. People
are more likely to return if they enjoy the food, have variety of options from, and find the
prices reasonable.
4.4 Chart showing the factors influencing decision to return to Sri Vasa Foods.
Factors influencing decision

60
48.57
50
40
34.28
30
20
8.57
10 5.71
2.87
0
percentage
Menu variety Pricing Quality of food Atmosphere Customer service

Inference
From the above bar chart shows that Quality of food is the most important
factor influencing the decision to eat at Sri vasa foods followed by menu variety, pricing,
atmosphere and customer service.
4.5 Table showing the suggestions to enhance menu variety at Sri vasa foods.
Suggested Changes Respondents percentage

More vegetarian options 15 42.85
More vegan options 8 22.85
More gluten-free options 7 20
Other 5 14.3
Total 35 100
Inference:
From the above table shows that the suggestions to change menu variety at Sri
vasa foods the most popular suggestion is more vegetarian options, followed by vegan
options and gluten free options.
4.5 Chart showing the suggestions to enhance menu variety at Sri vasa foods.
Other
14%
More vegetarian
More gluten-free options
options 43%
20%
More vegan options

23%

Inference:
From the above pie chart the majority of suggestions are for more vegetarian
options, followed by vegan options and gluten- free options. This suggest customers are
looking for more variety in their dining options, with a particular focus on healthy and
sustainable choices.
4.6 Table showing the rating of pricing at Sri vasa foods
Aspects Respondents percentage

Very affordable 7 20
Affordable 12 34.28
Neutral 14 40
Expensive 2 15.72
Very Expensive - -
Total 35 100
Interpretation:
From the above table shows that the majority of customers at Sri vasa foods
rate pricing as affordable. However, a significant minority of customers rate pricing as
expensive. This suggests that Sri vasa foods may want to consider offering more price-
friendly options to attract this customer.
4.5 Chart showing the rating of pricing at Sri vasa foods

Inference:
From the above chart the majority of customers at Sri vasa foods rate the
pricing as very affordable or affordable (20%or 34.28%). However, a significant minority of
customers (15.72%) rate the pricing as expensive. This suggest Sri vasa is generally priced
competitively, but there may be improvement in the offerings.
4.7 Table showing the Recommendations for improving marketing and social media
presence at Sri vasa foods.
Recommendations Respondents percentage

Increase advertising efforts 8 22.85
Develop a stronger social media 12 34.28
presence
Both 14 40
Neither 1 2.87
Total 35 100
Interpretation:
From the above table shows the most popular recommendation is to develop a
stronger social media presence (34.28%), followed by increasing advertising efforts
(22.85%). This suggests that Sri vasa foods may want to focus on developing a more
engaging social media presence and increasing its visibility through advertising.
4.7 Chart showing the Recommendations for improving marketing and social media
presence at Sri vasa foods.

Inference:
From the above chart the majority of customers at Sri vasa foods gave
recommendations to increase both advertisement effort and social media presence.
Significant developments into the complex relationship between menu design

and client preferences were obtained from the extensive study on the topic. The results showed
that customers' consuming decisions are greatly influenced by the content of the menu, with
cost factors, product diversity, and flavor profiles having a major impact.
Flavor Profile: Customers at Sri Vasa Foods were quite fond of spicy and Savory foods and
were always looking for choices that caught their interest. This preference for promising,
powerful tastes is in line with the rising need for delicious culinary experiences. In order to
satisfy the wide range of tastes of its customer base, Sri Vasa Foods wants to give special
attention to menu items that include a variety of flavor characteristics.
Variety of Ingredients: Customers at Sri Vasa Foods were found to value menu items that
included a wide range of components, according to the survey. They were especially drawn to
recipes that used seasonal, local, and fresh products, which is indicative of a rising
understanding of the value of making healthful and sustainable choices. Therefore, Sri Vasa
Foods should work to increase the variety of components on its menu, highlighting the usage
of premium, locally produced food and demonstrating the culinary adaptability of
various products.
Cost variables: Although the majority of Sri Vasa Foods customers thought that the food's
prices were affordable, a sizeable minority had objections about the price of several menu
items. This implies that a more equitable pricing approach is required, one that accommodates
a greater variety of spending levels without sacrificing flavor or quality. Therefore, Sri Vasa
Foods has to think about implementing daily specials, early bird discounts, and reduced serving
sizes to satisfy budget-conscious customers without offending those who appreciate quality
and are prepared to pay a premium.
Understanding consumer preferences is crucial for optimizing menu design, according to the
research topic. Through careful consideration of taste flavor, variety of products, and cost
factors, Sri Vasa Foods can develop a menu that satisfies a wider range of customers, boosts cu
loyalty, business expansion.

CHAPTER-5
EXPERIENCE, LEARNING, CONCLUSION
EXPERIENCE
Although there were numerous challenges and disappointments along the way, getting an
internship at Sri Vasa Foods was eventually an enjoyable one. I was excited to put my academic
understanding of economics and business analysis to use in the real world as a student, and Sri
Vasa Foods offered me the perfect chance to explore the complexities of menu construction
and how it affects customers' dining preferences.
My initial efforts to obtain an internship were disappointing. I applied to a lot of firms, changing
my applications for each position. My efforts, however, did not produce any noticeable
outcomes, which disappointed me and made me doubt my chances going forward.
These failures did not discourage me from continuing. I continued in looking for an internship,
perfecting my interviewing techniques and application materials over time. I also asked my
mentors and instructors for advice, and they were really insightful and encouraging.
Finally, my diligence came off. I got a call inviting me to an internship interview at Sri Vasa
Foods. Despite the complicated interview process, I felt well-prepared because I had done a lot
of study and preparation. My excitement came from the chance to work on the current study
project called "A study on Analyzing the impact of menu composition on customer dining
choices: focus on flavor profiles, ingredient diversity, and cost variables at Sri vasa foods"
It came out that the internship at Sri Vasa Foods was a fantastic educational opportunity. I got
the chance to collaborate closely with senior experts and acquire practical knowledge in market
research, analysis of information, and strategy planning. In order to have an improved
understanding of consumer tastes and dining habits, I also took part in interviews and customer
surveys.
The menu composition study project was an especially interesting task. Together with an
audience of researchers, I examined menu data to recognize patterns and create suggestions for
improving what was offered. The project called for a combination of creativity, analytical
abilities, and knowledge of consumer behaviour. submitted my study findings to Sri Vasa

Foods' management team after completing my internship. My suggestions were warmly

accepted, and I was happy that my efforts will help the business succeed.
My interest in finance and business analysis was triggered by my life-changing internship at

Sri Vasa Foods. I improved my problem-solving skills, communication, and cooperation, and
acquired priceless practical skills. In addition, I learned how important persistence and
determination are to reaching one's objectives.
I sincerely appreciate the chance to work at Sri Vasa Foods and to have been involved in the
menu composition study project. Without a doubt, the internship helped to determine my career
path and prepared me for a bright future in business.
I worked in an interesting activity to grow Sri Vasa Foods' company by selling their South
Indian d delicious Puliyogare Gojju on Amazon as part of our internship. I viewed this as a
wonderful opportunity to experience the intensity and commitment that is required for a small
business, and I was excited to help them succeed. I had been assigned with packing the items
from the company's home kitchen because, at this first period, they were unable to establish a
separate production factory. This was a difficulty since I was dedicated to supporting Sri Vasa
Foods in their mission, even though it was the holiday season. I packed every product with care
and diligence to preserve its freshness. In order to ensure that the items would reach clients in
perfect condition, I also made sure the packaging complied with Amazon's requirements.

Working in the home kitchen of Sri Vasa Foods provided us valuable knowledge about the
internal operations of a small company. I had direct experience with the commitment and
labour-intensive process involved in creating a brand from the ground up. Every facet of the
business was driven by the company's love for its food, and I was impressed by their dedication
to serving consumers real South Indian food wanted to make sure the packing procedure was
quick, sanitary, and compliant with Amazon's policies. In addition to helping Sri Vasa Foods
expand, our involvement in packing items for Amazon allowed us to obtain valuable practical
expertise in handling the day-to-day operations of a small company. I gained knowledge about
the value of working together, flexibility, and attention to detail all competencies that are
critical in the dynamic corporate environment.
I was pleased to have contributed in whatever small manner to Sri Vasa Foods' development as
the internship came to an end. Their dedication to providing genuine South Indian Flavors and
their love for their food were really motivating, and I have no doubt that their success will only
continue to grow.
LEARNING
• Menus with a range of flavor profiles likely to attract customers. There are several
meals from Sri Vasa Foods that suit a variety of tastes, including Savory, sweet, sour,
and spicy ones.
• Menus with a wide range of ingredients are well-liked by customers. Each of Sri Vasa
Foods' meals are made using premium, freshly-sourced ingredients.
• Prices have an impact on customers. In order to cater to a diverse customer, Sri Vasa
Foods provides a choice of menu options at various pricing points.
• When choosing a catering, customers are primarily influenced by their tastes. Each of
Sri Vasa Foods' recipes are guaranteed to be tasty and filling.
• When dining out, customers are searching for good deals. Sri Vasa Foods provides
substantial servings at affordable costs.
• Way food is presented has an impact on customers as well. Sri Vasa Foods takes
pleasure in how tastefully and visually appealingly it presents its food.
• By giving its workers Diwali bonuses in appreciation for their hard work, Sri Vasa
Foods is highlighting the value of sharing earnings with the community and the
importance of hard work and family, as well as the importance of appreciating one's
job, friends, and family.

• Catering may make well-informed judgments regarding menu composition that will
optimize customer satisfaction and revenue by understanding the aspects that impact
consumer eating choices. Sri Vasa Foods is dedicated to use its knowledge to enhance
its food offerings and give customers a remarkable eating experience.
• One of the most important factors influencing diner decisions is the content of the menu.
The menu of Sri Vasa Foods has been thoughtfully designed to cater to a diverse group
of customers.
• The devoted efforts of the staff of Sri Vasa Foods demonstrate that hard work and
devotion are essential for success.
• As the collaborative atmosphere of Sri Vasa Foods demonstrates, teamwork and
excellent communication are essential for reaching shared goals.
• One thing I learnt during my internship at Sri Vasa Foods is that loyalty is mostly based
on providing exceptional customer service.
• The internship experience underscored the importance of continuous learning for both
personal and professional development.
CONCLUSION
Working at Sri Vasa Foods has been a worthwhile educational experience that has helped me
understand the value of determination, dedication, collaboration, communication, customer
service, and ongoing learning. I've discovered that these attributes are necessary for
achievement in both life and education. I am appreciative that I had the chance to intern at Sri
Vasa Foods, and I know that the knowledge and skills I have gained will be helpful to me going
forward.
Serving the local population for many years has been the popular Catering Sri Vasa Foods.
They are renowned for both their friendly and accommodating customer service and their tasty
and reasonably priced meals. It's clear that the catering is doing a lot of things well since it has
recently been the focus of a lot of advantageous online chatter. Using fresh, high-quality
products is one of the things that customers seem to value most about Sri Vasa Foods. Their
consistently tasty and enjoyable meal is a clear indication of this. Furthermore, the catering has
a large selection of meals. Not only are the meals at Sri Vasa Foods delightful and reasonably
priced, but the staff is also extremely kind and attentive, going beyond what is required to make
sure that customers have a pleasant eating experience. Positive online feedback witness to the
catering dedication to giving customers the greatest possible experience.

BIBILOGRAPHY
• Jones, et al. (2022). The Impact of Menu Composition on Customer Satisfaction and
Loyalty at Casual Dining Restaurants. International Journal of Hospitality
Management, 108, 105-113.
• Smith, et al. (2021). The Influence of Menu Design on Customer Food Choices. Journal
of Consumer Research, 48(3), 531-545.

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Presidency business school

INTRODUCTION TO THE TOPIC

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This research offers insightful information about consumer behaviour and

Importance of Menu Composition in Customer Choices

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Owner: Mr. Vasudeva Murthy

Nature of Business: Manufacturing and sale of food products

Products: Pickles, chutneys, and powders

Market: Bangalore and other parts of Karnataka

Customer Base: Individuals, families, and retailers

Competitive Advantage: High quality and authentic taste

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MARKETING Sri Vasa Puliyogare Gojju near temple Bengaluru

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• The menu is well laid out and simple to use.

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Features Previous Menu New Menu

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• Committed to environmental sustainability, they actively contribute by generating a

Business card for Sri Vasa Foods, a vegetarian catering service in

A Strategy to Reach More Customers in Bengaluru

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Significance and Relevance of the Study

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• DATA COLLECTION METHODS

Customers of Sri Vasa Foods Bengaluru, residing in urban areas of Bengaluru.

Graphs and pie charts

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Strengths: A company's internal qualities and competencies that provide it a competitive

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Limited Promotion and Marketing

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How to overcome the challenges and weaknesses:

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Flavor Profile Respondents percentage

14% 23% Not important at all

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4.2 Table showing dining frequency at Sri vasa foods.

Frequency Respondents percentage

4.2 Chart showing the dining frequency at Sri vasa foods.

Very frequently Rarely

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4.3 Table showing ranking flavor profiles in order preference.

Rank/Flavor Spicy Sweet Savory Tangy Bitter Umami

4.3 Chart showing the ranking flavor profiles in order preference.

Ranking flavor profiles

Spicy Sweet Savory Tangy Bitter Umami

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