ISSN No - RBS

cost of land and rents paid by them,they have a limited space which is oneof the reasons why the the number ofrestaurants in the city is small.Location of restaurants inGhaziabadTable 6 indicates restaurants situatedin different areas such as, malls orresidential area or traditional marketarea or on highways in Ghaziabadcity. The study reveals that nearly80% of the restaurants are incommercial areas which includemarket area and the malls. There arearound 7% restaurants on thehighways in the city. The restaurantsin the market areas include RDC (RajNagar district centre), AmbedkarRoad and Bajariya etc. Restaurants inthe Malls include Pacific Mall,Galaxie Mall, and MMX etc. Therestaurants in the Residential areasinclude Raj Nagar, Kavi Nagar,Shastri Nagar etc. Highwayrestaurants include Mohan Nagar &G.T. Road etc.Change in food preferencesof the customersThe restaurateurs are asked that ifthere is any change in consumer tasteor food preference of the customer inthe past five years. Around 80% ofrespondents feel that there is nochange in the food preference while20% of them feel that customers havestarted giving preferences for pizzas,burgers and continental food as well.The table 7 shows that most of therestaurateurs think that there is nochange in the taste or food preferenceof the customers. Most of theserestaurants are new as they openedwithin one year and thus alreadyaccommodated new food trends andfew which are old introduced fewchanges like Bikaner introduced“Salads” offering. Other changes areaccording to the seasonalrequirements (like Gajar ka Halwa).Thus consumer preference for thevariety of food served Ghaziabad cityhas changed over the study period.Impact of multinationalchain restaurantsThe distribution of the respondents onthe basis of impact of multinationalchain restaurant on their business isshown in table 8. The study revealsthat 79.47% of the local restaurateursin Ghaziabad feel that the entry ofmultinational chain restaurants hasnot resulted in reduction of theircustomers. The reason behind thisseems that the MNC mostly providesthe fast food offerings while most ofthe restaurants are not providing thesame and thus the impact is very less.They do not belong to the samecompetition spectrum with the MNCentering this city.Competitors advantageThe respondents were also askedabout the most prominent advantageof the competitors which has directimpact on their sales in the city. Theirresponse is shown in Table 9. About36% of the respondents feel that thecompetitor’s location has biggestinfluence on their business. As thecustomer choose the restaurant on theconvenience basis. Differentiation inthe services provide by the restaurant[ 50 ] Rai Management Journal