1. To identify the factors people consider important in making casual dining restaurant

choice decisions.
2. To determine the characteristics customers use to describe the Santa Fe Grill and its
competitor Jose’s Southwestern Café.
3. To develop a psychographic/demographic profile of the restaurant customers.
4. To determine the patronage and positive word-of-mouth advertising patterns of the
restaurant customers.
5. To assess the customer’s willingness to return to the restaurant in the future.
6. To assess the degree to which customers are satisfied with their Mexican restaurant
experiences.
Required:
Analyse the data (see attached SPSS file Santa_Fe_Grill_Restaurant.sav) using appropriate
statistical techniques. Include comparisons of Santa Fe Grill and Jose’s Southwestern Café.
Prepare a report of your findings for the two owners. Your report should i) identify Santa
Fe Grill’s competitive advantages; ii) address areas for improvement; and iii) provide
recommendations (e.g. new marketing strategies)
Format: Report Style
Word Limit: 3 000 (individual assignment)proposal with a comment from my instructor. The
comments are points you need to mention or explore more and then write them down in the
research paper.