TODAY -

Literature review

Prof N Irabanta Singh *



* What is literature review ? A literature review is a scholarly literature on a specific topic by summarizing and analyzing published on that topic.A literature review has three main purposes viz.

i) to evaluate the state of research on a topic
ii) to familiarize reader(s) with what has already been done in the field what their strength and weakness are, and
iii) to suggest future research directions or gaps in knowledge.

The literature review must be defined by a guiding concept ( e.g research objective, the problem or issue we are discussing or our argumentive thesis). Besides enlarging our knowledge about the topic, we gain and demonstrate skill in two areas viz.
(i) information seeking: the ability to scan the literature efficiently, using manual or computerized methods, to identify a set of useful articles and book,
ii) Critical appraisal: the ability to apply principles of analysis to identify unbiased valid studies.

* What should a literature review contain ?:

A literature review can also be described as a piece of discursive prose, not a list of describing or summarizing one piece of literature after another.It is usually a bad sign to see every paragraph beginning with the name of a researcher.We have to organize the literature review into sections that present themes or identify trends, including relevant theory.We need not try to list, all the materials published, but to synthesize and evaluate it according to the guiding concept of our thesis or research question. We are to use an overall introduction and conclusion to state the scope of our coverage and to formulate the question, problem, or concept our chosen material illustrates. Usually we will have the option of grouping items/themes into sections. This helps to us indicate comparisons and relationships. We may be able to write a paragraph or so to introduce the focus of each section.

Case study : Sales Enhancement Strategy in Spice Market Restaurant London.
Sales in Restaurant, Such as
* Revenue Management (Cleophean&frank,2011
* Restaurant Revenue Management (Thomson 2010,)
* Restaurant sales Management (Gupta et.al.2007)
* Food Services Operator Revenue (Rodger ,2008).
* Sales Enhancement strategy base on Menu Engineering
* Study of Readiness to pay (Choi 2006 etc ), are vital aspect that need deliberation on sales enhancement strategy in Restaurant

Theory of strategy in business: Strategy theory is a diverse multidisciplinary academic field with competing school of thought base on partially incommensurable basic assumption , with disagreement about what strategy theory should seek to describe.The strategy literature has usually dominated by a conflict between planning and learning school. Strategy analysis was aspect to result in a deep knowledge of environment and subsequently, in the adoption of defensible competitive situation in the market structure (Porter 1980) and base upon firm valuable resources (Barney 1981)The significant of strategy management and strategy thinking in hospitality study has never been greater. In the field of hospitality and its related field research must consider and provide strategic approaches to deal with challenges and opportunity for the future(Harrington and Ottenbacher 2011).

Sales in Restaurant: The knowledge acquired from Restaurant QSC (Quality, service & cleanliness) study possibly will help restaurant organization determined the level of weighting given to a particular inspection variable. The study also put forward the used of FQSC( Financial , Quality ,Service & cleanliness) inspection as a replacement of traditional QCS to highlight financial performance(DiPietro,Prsa 7 Gragry 2011.).The idea described above includes marketing strategy which are more important then serving quality food in catering business. Thus it is strongly recommended the FQSC approch ,which emphasizes on food quality as well as quality delivered to customer.

Restaurant Revenue management: Revenue management is activated by two strategic levers, viz
a) Duration Control
b) Menu pricing (kimes and chase,1998,kimes el al ,1998 and kimes 2008

a)The research endorses the idea of administering two lever as under:
i) Duration control in restaurant business is very important from cooking food to serving the dishes, time slot has been fixed which helps the restaurant business to over use the space/seat for the next customer which apparently generate revenue.
ii) On the other hand menu pricing is one of the important tools which are used by restaurateur to manipulate customer.

Food service operator revenue management in restaurant

In an extremely competitive market, Restaurant operator have to focus on two important factors: viz
a) Effective capacity utilization
b) Revenue maximization

From these two variables the management method for food services operators revenue and capacity management strategies have been put forwarded to ensure long time services.(whelam –Ryan 2007)Most recent study shows the complex relationship among food service quality ( physical environment, food and service) restaurant image and customer perceived value, customers’ satisfaction and behavior intension in restaurant industry( Ryu et al, 2012). The key idea described above reveal how food service operator revenue can be managed in a restaurant business . There are two main factor which food service operator should focus on viz i) effective capacity utilization ii) revenue maximization for the long survival of the business.

Menu pricing in restaurant through product cost percentage, product cost plus and contribution margin

Food service industry experts suggest that menu-prices be assigned on the basis of one of the following general concept
a)Product cost percentage
b)Product cost: plus
c) Contribution margin

Product cost percentage: A pricing method that relies on product cost percentage targets when determining menu prices is know as product cost percentage (pricing method). The pricing approach can be defended for two important result a) successful restaurant know the value of serving good food. It usually costs more to produce then lower quality food b) restaurants which set menu prices according to product cost(product, labour, other expenses and profit) (Hayes& Miller, 2010 P.353)

Product cost : Plus: All of the product cost : Plus: Pricing system that have been developed result from the very logical effort by food service operator to have additional expenses – related to too variable to their product pricing model( Hayes & Miller, 2010 P 356).Hence, according to the researcher, the product cost percentage method is deemed the most suitable for restaurants.

Contribution margin: Kasavana& smith (2010) proposed four categories of menu item

* stars: menu item with high popularity and high cm
* Plow horses: menu item with high popularity and low cm
* Puzzles : menu item with low popularity and high cm
* Dogs : menu item with low popularity and low cm

Nowadays , the calculation of product (food or beverage ) cost percentage and product cost :plus pricing are standard contant in all cost related hospitality text books.Thus study endorses the three general concepts menu pricings viz
a)Product cost percentage
b)Product cost: plus
c) Contribution Margin.

It is very true that most of restaurant business try adopt one of this concept of Menu pricing.

Menu prices performance: It can be considered under three aspect
a) Value for serving good food to the guests
b) Setting menu price based on food product costs
c) Food service pricing factor

Value for having good food to the guest: Nowadays, nutritional information (NI) is the concerned for consumers eating healthy food at home as well as eating in the restaurant. Consumers are most concerned about fat, saturated fat and trans- fat on NI.A deeper understanding of consumers’ concerned could permit restaurateurs to use nutritional information (NI) on menu to their competitive advantages by effectively deploying a market segmentation strategy( Josiam& Foster, 2009).

Setting menu prices base on food product costs

Menu pricing takes into account of the cost of the product and the product cost has a percentage of revenue. Restaurateurs developed and utilized the following pricing formula:
Cost of product sold/ all product sales = product cost percentage

This formula can be worded differently for a single (food) menu item
item food cost /selling price = item food cost percentage

Food service pricing factor: A pricing factor when multiplied by items cost will result in a selling price that yields the desired item cost percentage. This is the oldest and most traditional menu pricing system presently use and it is still in wide spread use even today( Hays and Millars, 2010)

Menu pricing analysis: As a food services operator what is the accurate choice to make in relation to our menu selection , pricing point and staffing levers all while delivering an outstanding product to guest based ,that is looking for more value for their spend today than ever before (kidd,2011)The menu pricing analysis should also asses the available item and incorporate change whenever required.

Conclusion: As per restaurant revenue management , revenue can be maximized by a proper pricing management, capacity – utilization. Revenue management are two important factors for long run of restaurant business. The most important topic in this literature review is menu pricing which includes three main categories
* Product cost percentage
* Product cost: plus
* Contribution margin

Out of the three categories, product cost percentage calculation is the best method but there is limited literature on the topic. Hence to find out more research about uses and importance of menu pricing technique is required.


Full text of the lecture delivered on 14-01-2019 during the refresher course of research methodology for college and university teachers organized by Academic Staff College Manipur University.


* Prof N Irabanta Singh wrote this article for The Sangai Express
The Writer can be contacted at: irabanta(DOT)singh(AT)gmail(DOT)com
This article was webcasted on February 04 2019.



* Comments posted by users in this discussion thread and other parts of this site are opinions of the individuals posting them (whose user ID is displayed alongside) and not the views of e-pao.net. We strongly recommend that users exercise responsibility, sensitivity and caution over language while writing your opinions which will be seen and read by other users. Please read a complete Guideline on using comments on this website.




LATEST IN E-PAO.NET
  • Violence in Manipur 2023-2025 : Timeline
  • Farce of a reason for PR
  • Draft plan for employment generation #1
  • Loingambi, Mingyashin, Chingri : eMing
  • World Radio Day at Rongdai
  • Focus on present challenges for bright future
  • Ed Sheeran brings India Tour to Shillong
  • Beauty tips for Valentine's Day
  • President's Rule has come !
  • No takers for the hot seat!
  • Indo-Naga Talks (From 2012) :: Timeline
  • 50 years of Pebet @MCA #1 : Gallery
  • Kwatha Pham Kaaba :: Movie Review
  • Calls for Resignation of Amit Shah
  • Meitei eschatological belief & ethnic struggle
  • Stop border fencing & restore FMR
  • Failing in a competitive exam is not the end
  • Patra, Bhalla : Men of the moment
  • Warning to social media users amid unrest
  • Gaan-Ngai @Chaopok village #2 : Gallery
  • Imagi Sorat :: Shumang Leela Synopsis
  • Daily Habits & Mindsets of High Achievers
  • Coerced legislators' resignations
  • Right wing policies threaten gender equality
  • The fall of the AAP
  • Moving fast but to which direction
  • Onus on centre to restore order in state
  • 5 flowering plants newly recorded
  • Kangleipak's Unwavering Soul :: Poem
  • Make books & newspapers your companions
  • Pulses for a diverse agriculture
  • Exam warriors redefined
  • Sheeba Chaddha at Guwahati Asian Film Fest
  • Resignation of CM sinking in
  • Resignation unlikely to help restore normalcy
  • Manipur Statehood Day @ 1st MR : Gallery
  • Mahakumbh : Not just a religious gathering
  • Nepal with largest pictorial health warnings
  • Is war profitable market for arms manufacturer
  • Our CM & party resurrected BJP in Delhi
  • Assamese Play 'Comfort Women'
  • Reading into the resignation reality
  • No stormy session for now
  • Tarao Harvesting Fest @Chandel #6 : Gallery
  • 'Vande Bharat' Dream
  • NSS Orientation Programme at MU
  • The influence of the Golden Triangle
  • The Power of Poppy - 68 :: Poem
  • Prasanna Vithanage at Guwahati Film Fest
  • Md Alimuddin, celebrated Sagol Kangjei player
  • Condemnation of Armed Football Match
  • Webinar: KM3NeT Mediterranean experiment
  • Redefining Cancer care: People-centered
  • How thought leadership can propel your career
  • The Science of Success : Attitude #3
  • Guwahati Asian Film Fest : Day 1
  • Of guns and football
  • Armed men playing football, taunting Govt
  • 76th Republic Day @ Kangla #3 : Gallery
  • Epom Amadei Ithak - A theatrical revisit
  • Economy of the dynamic global landscape
  • Is the Bhagavad Gita relevant today ?
  • Healthy hair in Winter
  • Guwahati Asian Film Festival (GAFF) 2025
  • From the battlefields to Delhi
  • Speculations on replacement of Chief Minister
  • 12th Legislative Assembly #2 : Gallery
  • Education & its disjuncture in Manipur
  • HUN-Thadou Cultural Fest 2025 : Theme
  • Coo :: Poem
  • Agartala Coach : India U-19 Women Cricket
  • The story of the village of hope
  • Career choice in wetlands
  • CM in Delhi to meet Shah
  • After failed plastic ban bid, on brickfields
  • New catfish species discovered in Chakpi
  • Love, Unsure :: Poem
  • Manipur's border battles: Deeper conflict
  • A world without leprosy
  • Origin of corruption & possible remedies
  • The question of life
  • 'Sereki' unveils Majuli-themed campaign
  • Posers over summons to Delhi
  • Addiction-free campaign
  • Mera Chaorel Houba @Kangla #5 : Gallery
  • Manipur : Champions Jr Natl Sepaktakraw
  • Effective Unified Command approach
  • Saurashtrian Tamils
  • Accepting the change :: Poem
  • From Kumbh to heaven direct
  • Edge of the seat suspense
  • Wetlands revival efforts reaping fruit
  • Natambakta : Play by JNMDA #4 : Gallery
  • EIIFF 2025 unveils Festival Memento
  • Climate change & plant diseases
  • Shija Hospital- AHPI Healthcare Award
  • Budget 2025: A big gift for middle-class
  • The Science of Success : Attitude #2
  • Cakeology 2025: India's largest cake expo
  • Need to stick to a consistent narrative
  • Leniency on tobacco ban aiding demographic
  • 76th Republic Day @ Kangla #2 : Gallery
  • Pheiroijam Christina - 21st Miss North East
  • Manipur: Gold at 28th Jr National Sepaktakraw
  • Clarion call for redeeming our rightful future
  • The Power of Poppy - 67 :: Poem
  • Clean energy for sustainability
  • Union Budget: Industrialists from NE speaks
  • Balaram Sougaijamba: General of Manipur
  • Nikhil Okram crowned 14th Mister North East
  • Chadong village: Rising from waters with hope
  • Financial literacy for common man
  • Obituary: (L) Pu Thangkholen Sitlhou
  • Nail care in Winters
  • State of war since 2023: No winner, only losers
  • Talks on new district row
  • Radio E-pao: 1000+ songs from Manipur
  • Maibi Jagoi @ Kwak Tanba : Gallery
  • February Calendar for Year 2025 : Tools
  • Ballad of Letting Go :: Poem
  • 2nd Eikhoigi Imphal International Film Fest
  • Deeper exploration of term 'Hill-Valley Divide'
  • Children's Book to adopt 'Look East Policy'
  • Pony registration & conservation
  • Endless suffering of internally displaced child
  • 21st Ningtham Kumhei Fest #2 : Gallery
  • Thiyam Suryamukhi conferred Padma Shri
  • Isolate Kuki Militants by facilitating safe return
  • Sports Meet held at Rongdai Village
  • Eco-Apocalypse: Prevent collapse with Green
  • Grand Finale : 21st Mega Miss North East
  • Time to give more teeth to ST demand
  • 5 years of ILP; what about NRC demand ?
  • Remembering Md Ladu, celebrated polo player
  • The Lament of Love's Deceit :: Poem
  • Need for inculcating value based education
  • Royte - Times Young Entrepreneur Award
  • Glass Child Syndrome ! 'Sibling rivalry'
  • 6 Films for NE Section at GAFF 2025
  • Pony registration & conservation
  • Impartial anti-extortion cell need of the hour
  • 76th Republic Day @ Kangla #1 : Gallery
  • Conservation Strategies of Pethia manipurensis
  • Remembers 13 Brave Indian Soldiers
  • Workshop: Intl Year of Quantum Science
  • Governor's role and discretionary powers
  • Physics workshop for educators at Agartala
  • Who wins Delhi - Daru or Dharma
  • War on Drugs: A war Manipur cannot loses
  • NE turning into transnational drug hub
  • Essence of Gaan-Ngai #2
  • Manipur's dystopian reality
  • The day Light reached the hills
  • 2nd Eikhoigi Imphal Intl Film Fest 2025
  • Why is depreciation of rupee not stopping ?
  • An introduction to Rabies (Hydrophobia) #5
  • Thoithoiba Yelhou Yangkok Artist #2 : Gallery
  • Republic Day Titbits
  • NIT Manipur: Best Design Award @VLSI Design
  • The Power of Poppy - 66 :: Poem
  • Grand Finale: 14th Mega Mister North East
  • Application : FILMART, Hong Kong
  • The Science of Success : Attitude #1
  • 21st Ningtham Kumhei Fest #1 : Gallery
  • Demographic for balkanisation of Manipur
  • Training on Mushroom Cultivation at Nambol
  • Jugeshwor Kshetrimayum receives GELA 2025
  • Construction Committee of Meetei Yumpham
  • Call against misuse of social media
  • Positive & negative aspects of social media
  • In Search of Peace in Manipur
  • Embracing the Shadows :: Poem
  • Dr Manmohan Singh will live on
  • Rise in the price of medicines
  • Respecting the dead- Denying is a disgrace
  • Winter skin care tips for oily skin
  • Illegal immigrants :: Of FMR & border fencing
  • JD-U row exposes national parties' apathy
  • State Gaan-Ngai @Sagolband #2 : Gallery
  • On 'Only BJP can save Manipur'
  • Frontline health workers dispelling darkness
  • 14th East Himalayan Trade Fair
  • Life is plastic
  • Killers on the road : 834 lives lost
  • Call to action to save State's wetlands
  • Essence of Gaan-Ngai #1
  • The Taste of Dreams wins @Red Intl Film Fest
  • Science: 3rd eye for Meitei-Kuki reconciliation
  • Northeast flies high in direct selling
  • Mastering focus amidst distractions
  • An introduction to Rabies (Hydrophobia) #4
  • BJP : Tepid response from the hills
  • BABINA Hospital sets example in healthcare
  • Nitya Ras @Nongmeibung #1 : Gallery
  • Agonizing reality of our country's veteran elites
  • Historicising the colonial narratives
  • NSS Team Departs for National Integration
  • HUN-Thadou Cultural Festival 2025
  • Time to recreate Naga Peoples Convention 2.0
  • Career in nutrition
  • Need to give more meaning to War on Drugs
  • Time for real action not empty rhetoric
  • Foundation: Manipur Press Club #2 : Gallery
  • "Aronba Wari" :: Shumang Leela Synopsis
  • Tripura's livelihoods challenges
  • Archaeological Exhibition @ Kangla : Gallery
  • Gaan-Ngai @Chaopok village #1 : Gallery
  • Manipur needs to affirm her tribal roots
  • Madras/Chennai- 1989 till 2024 : Gallery
  • Investigate "arms recoveries" in Mizoram
  • Training on Mushroom Cultivation
  • NE Direct Selling Conference & Expo
  • Response of Delhi in last 20 months
  • Regulated entry after FMR scrap, border
  • Mutua Bahadur : Preserving Manipuri culture
  • Competitive Altruism: Resolving ethnic conflict
  • Pithe Puli Utsav at Agartala
  • Building the best version of yourself
  • Guwahati Asian Film Festival 2025
  • Tips to keep your lips soft & smooth in winter
  • Subsidised flight tickets for all
  • MCPCR alert on child trafficking fear
  • Imoinu Erat Thouni @ Wangkhei : Gallery
  • Gaan-Ngai celebrating Culture in Delhi NCR
  • 2nd Emoinu Fish Festival #1 : Gallery
  • Nupilal Ningshing Lamjel #2 : Gallery
  • Licypriya Kangujam: Nat'l Youth Day Award
  • State Gaan-Ngai @Sagolband #1 : Gallery
  • Hingminashi Eikhoi : Call for unity in diversity
  • Misna Chanu aids to Jiribam IDPs : Gallery
  • Mega Protest Rally, end AFSPA #2: Gallery
  • Ningol Chakkouba @ Delhi #3 : Gallery
  • AIR Radio Imphal Station - Live streaming
  • Nupi Lal Memorial @Pune #2 : Gallery
  • The historical account of Kabaw Valley #3
  • Featured Front Page Photo 2024 #6: Gallery
  • E-Pao.net : 25th Anniv & 2025 Wishes
  • Protest @Delhi - Murder of Meiteis #2: Gallery
  • Observance of Thang-Ta Day #1 : Gallery
  • Nupi Lal Memorial @Pune #1 : Gallery
  • Meitei Mayek Tamba : Online Classroom #5
  • Maibi Jagoi @ Mera Houchongba: Gallery
  • Ta Ta TabuHtoN :: Seireng
  • Downloadable Manipuri Calendar :: 2025
  • GHOST of PEACE :: Download Booklet