Selling Satisfaction Through Green Restaurant in NCR Region in Knowledge Hub

Starbucks, a renowned coffee serving company, which not only makes coffee but also serves it in a way which has been the biggest source of attraction for its customers. People surveyed said that ,”we go to Starbucks not only for coffee but also for the kind of ambiance we get there.” So now what should we call Starbucks, a coffee selling company or an experience selling company? The answer given by the industry experts is, Starbucks sells experience of drinking fine coffee in the finest environment! This is the basic idea behind the below mentioned concept. Why not sell “Satisfaction?” Objective of study: This paper aims at finding a niche in the market to position the concept of green restaurants followed by developing a business model to cater the unmet need, for healthy food, of the elite class of India. Methodology: This paper has taken New Delhi as a city to ascertain the market acceptability of these kinds of restaurants followed by a basic business model which explains the target market, product positioning, value creation & customer’s willingness to pay. Result: The required data for analysis has been collected though questionnaires with application of statistical tool correlation, KMO Test on the basis of that conclusions have been drawn in the end of the paper