Consumer Behavior and Restaurant Sales

The assignment delves into the relationship between consumer behavior and the success of restaurants. It emphasizes how understanding customer motivations, preferences, and experiences is crucial for driving sales. The document examines various factors that influence consumer decisions when choosing a restaurant, including product quality, service, ambiance, and pricing. It also highlights the significance of repeat customers and the role of consumer loyalty in boosting revenue.

Running head: INTEGRATED BUSINESS MANAGEMENT
Integrated business management
Name of the student
Name of the university
Author Note:

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Table of Contents
1. Literature review..........................................................................................................................3
2. Consumer behavior......................................................................................................................3
2.1 Factors affecting consumer behavior.........................................................................................4
Psychological Factors......................................................................................................................4
Personal Factors...............................................................................................................................4
Social Factors...................................................................................................................................4
2.2 Consumer behavior models.......................................................................................................5
2.3 Consumer behavior and sales of a restaurant:...........................................................................9
Research report..............................................................................................................................10
References......................................................................................................................................12

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1. Literature review
2. Consumer behavior
According to Solomon (2014), a buyer or a consumer is a person who purchases the products and
services from the market place so that they can be utilized for their gains. Consumer behavior is
a type of exploration that explains the settlement of the choices of the individuals about their
own needs and the purchase of the items, which helps in fulfilling the needs of the customers. It
helps in comprehending the reaction of the potential customers with respect to the items and in
turn helps the organizations in recognizing the opportunities to market the products in a better
way.
According to Claiborne and Sirgy (2015), the behavior of the consumers is the
investigation of the way the clients will purchase or make the decision of purchasing the product
so that it can help in fulfilling their necessities and personal needs. It helps in performing the
activities that are related to the purchasers along with the process of thoughts that are included in
the activity. The advertisers are of the expectation that the consumers will buy the specific
products that will fulfill their needs. The investigation of the behavior of the consumers will help
in understanding the role that consumers play as performing artists \within the commercial
center. The consumers play different roles within the commercial center when they make a
choice in purchasing the products. From the point of the supplier of data and the client to the
payer along with the disposer, it is seen that the parts are assumed as choices (Cantallops and
Salvi 2014).

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2.1 Factors affecting consumer behavior
The following are the factors that affect consumer behavior and their patterns of buying:
Psychological Factors
In regular life, the customers are influenced by large number of issues, which changes
their thinking manner. The variables in mentality help in incorporating the impression that helps
in identifying the needs of the circumstances along with the capacity of the individuals in
understanding the data. The individuals will react to the messages that are given in the
advertisement will help in recognizing the state of the mind of the consumers. the advertisers
need to consider these elements, which will help them in giving positive efforts so that it can
help the interest groups in understanding the messages (Karam and Saydam 2015).
Personal Factors
The individual variables are the attributes that help in studying the humans and identifies
the similar gathering of the individuals. These attributes help in deciding the sentiments, interests
and the propensities. The choices of the individuals may get affected due to age, culture, sexual
orientation and the other issues that are faced by the consumers (Baumeister et al. 2017). An
example of this would be an aged person who will have a different choice than an individual who
is young in nature, which helps in identifying that they will spend their money that may not help
in attracting the youths.
Social Factors
The other factor that will help in affecting the behaviors of the consumers is with respect
to the social qualities. The influences that are social in nature vary with the incorporation of the

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family of the consumers and the school groups that they belong to. It is also inclusive of the
social classes of the consumers such as the living conditions and the level of education. The
social components are exceptionally differing and can be hard to investigate when creating
advertising designs. Be that as it may, it is basic to consider the social factors in purchaser
conduct, as they extraordinarily impact how individuals react to showcasing messages and settle
on obtaining choices. For instance, how utilizing a well- known representative can impact
purchasers (Sharma and Malhotra 2015).
2.2 Consumer behavior models
Traditional models:
 Economical model:
The economic model of behavior of the consumers is focused mainly on the purchasing
design of the shoppers who tries to get the advantageous products while keeping a check
on the expenses. Thus, it can be said that that the consumers anticipate the markets and
decides on the purchasing power along with the cost of the chosen items. An example of
this would be that the consumers may be looking for substitute products that is available
to them at a lower price so that the advantages can be expanded by acquiring the forces of
the purchasers, which will help him to choose the items that he wants to purchase (Jiang
et al. 2016).
 Learning model:
This model is based on the possibility that the behavior of the consumers will be
administering so that they can fulfill their adapted and fundamental needs. The
fundamental needs are inclusive of clothes, shelter and food while the adapted needs are

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blames and dreads. Along with these, the consumers will also have a tendency to
purchase the products that will help in fulfilling their necessities (Solomon, Russell-
Bennett and Previte 2013).
 Psychoanalytical model:
This model helps in analyzing the behavior of the consumers through intuitive and
cognitive type of personality. The cognizance level has been discussed by Freud that is
id, ego and superego, which works together in creating an impact on the purchasing
choice and practices of the consumers (Sharma 2014). The image, logo or the name of the
organization will help in affective the intuitive personality, which may create an impact
on the purchase made by the consumer.
 Sociological model:
This model takes in to consideration the purchasing pattern of the consumers, which
helps in creating an impact on the public. The conduct of the consumers may be
influenced through the population, as it helps in connecting the everyday life (Lawan and
Zanna 2013). An example of this would be the director and a representative who may
have different purchasing practices within the same organization where they work.
However, going for a same event may result in purchasing the same items between the
two personalities from the same organization.
Contemporary models:
 Nicosia model:
Francesco Nicosia who was a specialist in studying the behavioral pattern of the
consumers developed this model in 1966. This model helps in studying the behavior of
the consumers by establishing a connection between the customers and its association.

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The message from the model is that the firms create an impact initially on the inclination
of the consumers towards the purchasing of an item. In light of the circumstance, the
purchaser will have a specific state of mind towards the item. This may bring about a
look for the item or an assessment of the item qualities by the customer. On the off
chance that the above stride fulfills the shopper, it might bring about a positive reaction,
with a choice to purchase the item generally the switch may happen. The Nicosia model
bunches the above action clarification into four essential zones fields one has two sub
areas–the consumer’s quality and firms characteristics. Contingent upon the way, the
message is gotten by the buyer, a specific attribute may create. This recently created
attribute turns into the contribution for zone two. The second territory or zone two is
identified with the pursuit and assessment, attempted by the buyer, of the promoted item
and furthermore to confirm if different choices are accessible. In the event that the above
stride brings about an inspiration to purchase the item/benefit, it turns into the
contribution for third region. The third zone clarifies how the customer really purchases
the item. On the other hand, zone four is identified with the employments of the bought
things. This fourth territory can likewise be utilized as a yield to get feedback on deals
results to the firm (Rani 2014).

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 Stimulus response model:
This model helps in understanding the market with the help of ‘black box’ that enters the
purchasers in delivering the buying reactions or decisions of buying the products. The
advertisers need to understand the black box of the purchasers, which will help in
influencing the reactions of the consumers. The stimuli consist of the 4Ps, which are
product, price, lace and promotion. Other stimuli incorporate real strengths and occasions
in the purchaser's condition namely economic, cultural, technological and political. Every
one of these information sources enter the purchaser's black box, where they are
transformed into an arrangement of perceptible purchaser reactions namely product
choice, purchase amount, brand choice, purchase timing and dealer choice. The advertiser
needs to see how the stimuli are changed into reactions inside the shopper's discovery,
which has two sections. To begin with, the purchaser's attributes impact how he or she
sees and responds to the stimuli. Secondly, the purchaser's choice procedure itself
influences the purchaser's conduct.

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2.3 Consumer behavior and sales of a restaurant:
According to Fall Diallo et al (2013), the consumer behavior highly influences the
amount of sales in a restaurant. When the customers are satisfied with the food quality, taste,
price and ambience of a restaurant, they tend to visit the same restaurant on a regular basis. On
the contrary, when the consumers are not satisfied with any of the above factors of a restaurant,
they tend to ignore the restaurants. Another major factor is publicity of a restaurant via word- of-
mouth. A satisfied customer tends to provide positive feedback and recommend his or her known
ones to visit the restaurant. This indirectly increases the sales of a restaurant. On the contrary, a
dissatisfied customer tends to provide negative feedbacks to his or her known ones that indirectly
reduces the amount of sales. Therefore, it can be stated that a satisfied consumer with favorable
consumer behavior is essential for the growth of a business whereas, a dissatisfied consumer is
very harmful for the goodwill of a business.

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Research report
The report emphasized upon the importance of consumer behavior on the success and
failure of a restaurant business. I believe that favorable consumer behavior is essential for the
success of any kind of business. Consumers are the king in the market. The organizations
produce goods and services according to the needs and demand of the consumers. The marketing
decisions of all the organizations are entirely based upon the behavior of the consumers. the
marketers analyze the several consumer behavior models and relate them with the actual
behavior of the consumers in order to construct the marketing strategies. The success of a
restaurant business completely depends upon the understanding of the needs and preferences of
the consumers so that they can remain ahead of the competitors. A large number of restaurants
fail as they are unable to provide satisfactory services and grievance handling. Therefore,
customer satisfaction is the most important aspect of success or failure of a business.
The report mentioned several factors that affect consumer behavior such as social,
personal and psychological factors. It is necessary for the organizations to understand these
factors in order to determine the requirements of the customers. For instance, for few customers,
the quality and price of the food item matter rather than the service and ambience. for such
customers, the restaurant must invest more in improving the quality of the food items rather than
spending more upon decorating the restaurant or improving the service. In case of high- end
customers, the price of the food items do not matter instead, the quality of food, service and the
ambience matters more. In such a situation, the restaurant owners must emphasize more upon the

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decorations and the service quality so that the consumers feel comfortable and enjoy a
sophisticated meal.
When the customers are satisfied with the food quality, taste, price and ambience of a
restaurant, they tend to visit the same restaurant on a regular basis. The study of the consumer
behavior helps the restaurant owners to know which food items are mostly liked by the majority
of the customers while which items are not much ordered by the customers. This shall help the
restaurant owners to reduce wastages along with focusing upon the items that have more
demand. The more the restaurants are capable of satisfying the needs and demands of the
customers, the more are the sales of the restaurant. The customers tend to visit those places
repeatedly where their requirements have been met. Therefore, it can be concluded that the
studying the consumer behavior is very important as it determines the increase or decrease in the
sales of a restaurant.

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References
Baumeister, R.F., Clark, C.J., Kim, J. and Lau, S., 2017. Consumers (and Consumer
Researchers) Need Conscious Thinking in Addition to Unconscious Processes: A Call for
Integrative Models, A Commentary on Williams and Poehlman. Journal of Consumer Research.
Cantallops, A.S. and Salvi, F., 2014. New consumer behavior: A review of research on eWOM
and hotels. International Journal of Hospitality Management, 36, pp.41-51.
Claiborne, C.B. and Sirgy, M.J., 2015. Self-image congruence as a model of consumer attitude
formation and behavior: A conceptual review and guide for future research. In Proceedings of
the 1990 Academy of Marketing Science (AMS) Annual Conference (pp. 1-7). Springer, Cham.
Fall Diallo, M., Chandon, J.L., Cliquet, G. and Philippe, J., 2013. Factors influencing consumer
behaviour towards store brands: evidence from the French market. International Journal of
Retail & Distribution Management, 41(6), pp.422-441.
Jiang, Y., Kim, H., House, L. and Percival, S.S., 2016. Potential Consumers in Consumer
Behavior Models. In 2016 Annual Meeting, July 31-August 2, 2016, Boston, Massachusetts (No.
236015). Agricultural and Applied Economics Association.
Karam, A.A. and Saydam, S., 2015. An analysis study of improving brand awareness and its
impact on consumer behavior via media in North Cyprus (A case study of fast food
restaurants). International Journal of Business and Social Science, 6(1).

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Lawan, L.A. and Zanna, R., 2013. Evaluation of socio-cultural factors influencing consumer
buying behaviour of clothes in Borno State, Nigeria. Int. J. Basic Appl. Sci, 1(3), pp.519-529.
Rani, P., 2014. Factors influencing consumer behaviour. International journal of current
research and academic review, 2(9), pp.52-61.
Sharma, M.K., 2014. The Impact on Consumer Buying Behaviour: Cognitive
Dissonance. Global Journal of Finance and Management, 6(9), pp.833-840.
Sharma, S. and Malhotra, N.K., 2015. Examining Social Setting and Product Reference via
Conjoint Analysis An Empirical Study of Restaurant Patronage. In The 1980’s: A Decade of
Marketing Challenges (pp. 59-63). Springer, Cham.
Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle
River, NJ: Prentice Hall.
Solomon, M.R., Russell-Bennett, R. and Previte, J., 2013. Consumer behaviour: Buying, having,
being. Pearson Australia.