Impacts of Restaurant Advertisement on Consumer Behavior Trends

Running head: IMPACTS OF RESTAURANT ADVERTISEMENT ON CONSUMER
BEHAVIOR TRENDS
IMPACTS OF RESTAURANT ADVERTISEMENT ON CONSUMER BEHAVIOR
TRENDS
Name of the Student
Name of the University
Author Note

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IMPACTS OF RESTAURANT ADVERTISEMENT ON CONSUMER BEHAVIOR
TRENDS
Introduction
Kitsios, F., & Grigoroudis, E. (2016). Comparing hospitality innovation strategies: New
service development using multicriteria analysis. In Proceedings of the 5th
International Symposium and 27th National Conference on Operation Research (pp.
127-132).
The business environment across the globe is vastly changing on everyday basis.
Globalization as well as the competition possess direct impact to the business operations in
each and every sector of the business, and hospitality sector is one such business sector which
is changing on daily basis, according to the consumer behaviors apart from these competition
and globalization. This argumentative essay will focus on the evaluation of the different
behavioral trends of the consumers around the world on the marketing strategies followed by
the hotels in current scenario. The impact of those consumer behavioral trends will also be
discussed, or argued with points from both for and against the motion. it can be said without
any arguments that the consumers are the base for any kind of business activities by any
organizations from any type of business sector or industry. People around the world are
travelling from one place to another, either for the business purposes or for personal
purposes. The hospitality industry is one of the fastest growing business sectors in the world
and it is one of those sectors which more or less has requirement by the people globally
irrespective of the rise and fall of the prices of the products, commodities or the
accommodation related facilities or fluctuations in the income of the people. It has been
found in the studies and researches that hotels and restaurants are the two major contributors
in the hospitality sector around the world. It has been researched and found that the sales
have increased in the hospitality industry throughout the region of New Zealand by 3.6% till
March, 2018, which actually exceeded the amount of $11 billion. The takeaway food division

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IMPACTS OF RESTAURANT ADVERTISEMENT ON CONSUMER BEHAVIOR
TRENDS
of the various restaurants and hotels has recorded the highest growth of 5.7%. The number of
businesses in the hospitality sector also increased by 534. A total number of 130,000 are
employed in different posts and departments in the hospitality sector around New Zealand,
thus providing a way to income and run their livelihood. One of the main reasons of the
growth of the hospitality industry is that the people are eating more than the pat era, which
comes to the conclusion that hunger is paving the way to m any hospitality businesses not
only in New Zealand, but also around the world (Stephen, 2016).
Literature Review
Consumer Behavior
The term consumer behavior (Cantallops & Salvi, 2014) can be termed as the study
which involves the groups, companies or just the individuals, about all the activities
connected or associated with the purchase of any items, their usage and removal of the used
goods and services. These includes the emotion, behavioral and mental responses of those
consumers that either lead or follow these activities. From further studies it can be said that
consumer behavior is an inter-disciplinary social science that mixes different elements like
sociology, psychology, anthropology, social anthropology, economics, ethnography and
marketing. It helps to inspect or scrutinize the ways through which the attitudes, emotions
and preferences have an impact on the buying behavior of the consumers around the world.
The characteristics of individual consumers like personality, demographics, lifestyles and
behavioural variables like loyalty, usage rates, brand backing, usage occasion and eagerness
to supply referrals, in order to attempt to understand the wants and consumption of the
consumers (Zeugner-Roth, Žabkar & Diamantopoulos, 2015). The study of consumer
behaviour also examines the influences on the consumer, from various factors like family,
friends, sports, reference groups, and society in general. The study of consumer behaviour

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IMPACTS OF RESTAURANT ADVERTISEMENT ON CONSUMER BEHAVIOR
TRENDS
also involves all the concerns related to purchasing behaviour, from the activities of pre-
purchase to post-purchase, apart from evaluation and disposal activities. It takes all the
persons involved in the activities, whether directly or indirectly. It has been found in the
researches that it is hard to predict the behaviour of the consumers, mainly in the hospitality
sector (Vinerean et al, 2013).
As there persists a lot of competition in the market places of hospitality sector,
consumers, on whom the earning of the revenues depends from the view point of the
restaurant owners, it is very difficult to predict the trends of the behaviours of the consumers.
If the example of New Zealand is taken, it can be seen that majority of the sales from the
hospitality sector came from the restaurants along with the cafes, which amounted to $5,670
million till March 2018. It has also found from the researches and studies that almost 50 % of
the sales of the hospitality sector as well as 50% employment in this sector comes from the
restaurant and cafes. Sales from different restaurants along with the cafes recorded 2.5% of
sales growth in the year 2018and the amount increased by $138 million. All these has
happened as the persons related to these sector was able to judge and evaluate the consumer
behaviour trends correctly. The owners of the restaurants need to follow and read the
changing trends of the consumer behaviours, so that they can strategize their plans
accordingly and decorate the ambience of the restaurants and alter their menus for the
ultimate consumers, on whom the amount of the revenue earning will depend. There are more
than 17,000 hospitality outlets across the country of New Zealand, which offers an
outstanding dining choices available for the consumers. The tastes and preferences of the
people around the world has changed drastically and the restaurant owners has to change the
mode of advertisements according to the behaviours of the consumers, so that sustainability
can be maintained in the highly competitive hospitality sector (Goh, Heng & Lin, 2013).