Dining Consumption Patterns

The assignment content discusses the concept of conspicuous consumption in a restaurant context, highlighting how luxury dining is influenced by social status, wealth, and class. The study suggests that consumers seek to experience new tastes and styles, driven by their desire for global exposure and identity. The article also touches on the importance of branding, marketing, and consumer behavior, emphasizing the need for businesses to understand the diverse backgrounds and preferences of their customers.

DINING CONSUMPTION IN A RESTURANT CONTEXT
1

Brief Summary of Theory and Progression in the field
All the articles across all the different four articles have a similar there underlining its
contents like the concept of conspicuous consumption or as also called luxury consumption. In
the present day world, the consumption patterns of the luxury goods has taken a rise where the
luxury dining is a big issue of status, prestige and class status of people, mostly urban (Teng and
Chang 2013). The same can be said for other such luxury goods like branded clothing, jewelry
etc. which gives the concept of elite in its brandings over regular consumption.
All the various other factors have reasons that may influence the consumption behavior.
The other studies however suggests something which suggest that the usual behavior at times
seeks change and new experiments to celebrate an occasion when the regular clients may choose
a goods of more value (Ryu, Han and Jang 2010). Such occurrence of changes in the taste may
also get the clients to the restaurants of new taste and experience of sensory nature.
Nevertheless, the study also suggests that the clients may look for a global exposure
where the luxury products have a great efficiency to attract such clients. The global identity may
make the client go for global goods or taste that any take them to a fine dining of a different
cuisine. Thus the value and its perceptions along with the look for a new gratification people
looks for a fine dining (Kainth and Verma 2013).
Common Themes across four articles
The consumer’s intention to have a social standing or to communicate the similarities and
the differences makes the choses of brands for them. The wealth, fashion, taste are few aspects
that makes a client choose the fine dining. The global identity seeking gives the client a taste for
being a part of the diversity and its richness. The purchases that make gives their choices the
2

identity which they are looking for along with the taste for it. So the global association or the
need for it keeps the people engaged in identification of the positive relationships that they make
with the purchase. Again, the same gives them the intended social status, exposure and the
needful elements of luxury in such dining. The needs to experiment with a new taste or style is
the key reason that may attract a client towards the goods is their new look, taste and style that
one loves to share or taste (Chen, Yeh and Huan 2014). So the intent of display and the
experience needs makes the consumption patterns for the clients in such dining outlets.
Different Themes
The difference of the themes in the articles are seen where the theme is centered around
the need for the status, wealth, status display while the other is around the clients taste to
experience something new (Teng and Chang 2013). The intent suggests or directs the behavior
where the patterns of the upper class are different to the one who is choosing for the taste of it.
So the taste takes them to a new dining outlet where they expect a new taste over the regular
food that they eat. There the branding based on the social status or competition to show it to
peers has its effects which also attracts the people who choose to use the service for the taste of it
(Chen, Yeh and Huan 2014). Hence one may be quiet regular to fine dining while for others it’s
for a new experience.
So the branding would vary for the people of various background which the dining
business managers needs to understand and implement. Thus the way the branding is done for
the product or service effects the display of the brand to the people or target audiences. The
purchase intents of the people are thus to be understood and acted upon. This keeps the branding
and the contents along with the media selection well judged (Kainth and Verma 2013). The
dining is a good sign of display of social status to some while it’s about the experience for
3

others. The balance between the luxury and taste experience makes the purchase decisions. So
such consumption is more of an experience of taste and experience over the usual dining where
the taste and exposure of the restaurant is of more importance over the food and its contents or
the value of it (Teng and Chang 2013).
Study Limitations
The study shows that the observation or the feel of it along with the social experience
makes up the purchase decision for the clients. The motives of the person consuming is evident
with their intents, purpose, behavior and motives. So the event of the client or the occasion
makes them go for new food and taste which is different from one another. The convenience of
the clients are of less of an issue in such cases of fine dining where the study can be divided
among the various groups in terms of their social status, income or social standards (Kainth and
Verma 2013). Nevertheless, the studies are based on the quantitative and qualitative methods
where the clients as well as the business feedback for the reasons to choose fine dining is
undertaken. The studies all points towards the generalized results where the taste experience and
the social status are thought to be the key among various age groups and people of various
backgrounds. The globalized identity seeking for the choice of a fine dining may had been
studied with more depth in the articles.
Future research direction
The social goal to generate the status and for the generation of new experience has made
the social goal of impressing others possible. Nevertheless, more research about the global
identity in the taste selection for fine dining is needed to be studied in the future days.
4

The development of the typology for the consumers vising the restaurant needs more
study and look for its global identity seeking strategy is needed to be more effective for the
businesses branding needs a serious study. The influence and the peer factors for selection of fine
dining may also be studied in the future to measure its effects.
5

Reference List
Chen, H.B., Yeh, S.S. and Huan, T.C., 2014. Nostalgic emotion, experiential value, brand image,
and consumption intentions of customers of nostalgic-themed restaurants. Journal of Business
Research, 67(3), pp.354-360. (Link:
https://www.researchgate.net/profile/Tzung-Cheng_Huan/publication/
259509292_Nostalgic_emotion_experiential_value_brand_image_and_consumption_intentions_
of_customers_of_nostalgic-themed_restaurants/links/5acf179fa6fdcc87840f6c02/Nostalgic-
emotion-experiential-value-brand-image-and-consumption-intentions-of-customers-of-nostalgic-
themed-restaurants.pdf)
Kainth, J. and Verma, H. 2013. Perceived Value and Brand Loyalty in Fine Dining
Service. International Journal of Service Science, Management, Engineering, and Technology,
4(1), pp.1-12. (Link:
https://www.researchgate.net/profile/Harsh_Verma9/publication/276184871_Perceived_Value_a
nd_Brand_Loyalty_in_Fine_Dining_Service/links/58be9ac3aca2727fdb7b5fca/Perceived-Value-
and-Brand-Loyalty-in-Fine-Dining-Service.pdf)
Ryu, K., Han, H. and Jang, S., 2010. Relationships among hedonic and utilitarian values,
satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal
of Contemporary Hospitality Management, 22(3), pp.416-432. (Link:
https://www.researchgate.net/profile/Kisang_Ryu2/publication/235262263_Relationships_amon
g_hedonic_and_utilitarian_values_satisfaction_and_behavioral_intentions_in_the_fast-
casual_restaurant_industry/links/0f3175385cd461152e000000/Relationships-among-hedonic-
6

and-utilitarian-values-satisfaction-and-behavioral-intentions-in-the-fast-casual-restaurant-
industry.pdf)
Teng, C.C. and Chang, J.H., 2013. Mechanism of customer value in restaurant consumption:
Employee hospitality and entertainment cues as boundary conditions. International Journal of
Hospitality Management, 32, pp.169-178. (Link:
https://pdfs.semanticscholar.org/2b46/70dec951811e0e03f6f5e439ddd9d8b1d1bf.pdf)
7