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o come to these places is the authenticity they have in decor and food. All these theme based food retail outlets are true to their name and provide a unique experience in line with their theme. The moment you step into these places you are transformed to a fantasy world and the food they serve is very authentic and apt to their name. Even in the case of sports the whole ambience created in the place is so electrifying during any international sporting event. The decor and the buzz in a sports bar are beyond words. With the flags hung in every corner of the place and the giant screen to watch the watch on with a drink in your hand is an experience a lot of the consumers have come to love. Some have argued that the concept of having theme bars and restaurants are just a fad, but it has been proved otherwise.

Knowledge Gap

Most of the academic articles that I came across were written in the global perspective. There is little literature or data available about bars in the Indian context. In particular when it comes to Sports Bars in India the only information available is about some of the sports bars in India in brief and about the themed restaurants in India.

There is no clear information available about the consumer profile of the people who frequent the Sports Bars in India. Also, there is no information available about the consumption pattern of Sports Bar as entertainment/leisure in the Indian context. The articles I have found have no information what so ever on the branding opportunities Sports Bars have. The Socio-Cultural changes that have impacted the average consumer's outlook towards a bar are also an important factor that is missing in the literature available. The reasons behind the bar being perceived as a socially acceptable and sophisticated socializing place today is also not covered in the information Available.

Research problem

To study the sports bar business in India and identify the opportunities these bars have as a business in India. Also to understand the changing customer behaviour towards sports bars.

Research Objectives

· To study the evolution of sports bars in India and understand their system of operation

· To study the growth of sports bars in India and also understand the consumer behaviour related to sports bars

RESEARCH DESIGN

Exploratory research in 3 areas:

* Study the evolution of the sports bars in India

* Attitude of consumers towards sports bars

* Patterns and reason for visiting sports bars

RESEARCH METHODOLOGY

Data Collection Method:

PHASE I: Secondary Research - Studying the different retail formats of bars in India and their evolution by gathering information from different articles and journals published both globally and locally.

PHASE II: Primary Research - Primary research involved mostly qualitative research.

1. 5-6 In-depth interviews w本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。