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FACTORS INIMPACTING CUSTOMERS'CHOICE OF A RESTAURANT

   

Added on  2020-02-24

14 Pages3377 Words280 Views
FACTORS IMPACTING CUSTOMERS’CHOICE OF ARESTAURANT1
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Table of ContentsIntroduction3Methodology3Background of research3Literature Review4Literature gap9Conclusion9Reference List10Appendices122
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IntroductionDemand of customers from full service formal restaurants depends on several factors ofcustomer choices. Customers in different restaurants come from different background withdifferent characteristics. Consequently, they possess different choices in availing the service ofrestaurants. This research mainly focuses on a literature review of that determines the differentfactors that can affect the choice of customers in their decision making process of availingservice of restaurants of their choices. Importance of this research lies in the fact that onidentifying and acknowledging the factors that impact the choice of customers in availingrestaurant service, it will be helpful for the restaurant owners to modify their business strategiesas per customer demand. Research Questions:What factors affect the consumer behavior?What is the relationship between consumer choice and restaurant industry?What are the impacts of consumer choice and buying behavior on restaurant industry?What recommendations can be produced to widen customer base?MethodologyThe literature review is conducted on the basis of secondary research. Various journals articlesand books were studied in determining the parameters of consumer behavior and their impact ondecision making about availing the restaurant service of their choices. Cantallops, A.S. and Salvi(2014, p.45) opined that with the help of secondary research, arguments and counter argumentscan be obtained on a specific topic that helps in analyzing the research topic. Various theoriesand concepts were studied from the journals that had helped the researcher in understanding theconsumer buying process and factors that affect such processes. Information from governmentwebsites are also gathered in identifying key concepts about customer demand and the type ofservice they expect from the restaurants. Background of researchStudies from various journal articles have resulted in acknowledgement of specific consumerbehavior models and theories that contributes in comprehending the factors that assist customersin making choice of restaurants. The research is specifically focused on the factors that affect the3
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Theory of consumer behaviorTheory of Reasoned actionEngel, Kollet, Blackwell ModelIntrinsic and Extrinsic factorsBasic necessity of availing restaurant servicecustomer's choice of availing a restaurant service. It has been studied previously that quality offood has a significant role in retaining customers in a restaurant. Theory of reasoned action isincluded in the study for analysis of customer attitudes in their decision making process. Oncounting the motivation need theory in depicting a customer behavior, it is possible to prioritiesthe needs of customers, once they avail the service of a restaurant. Literature ReviewConceptual Framework 4
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