Dissertation: Fine Dining Consumer Behavior

This dissertation investigates the factors affecting consumer behavior towards fine dining restaurants in London, using Angelus as a case study. It examines opportunities and threats facing fine dining establishments, analyzes changing consumer preferences, and explores strategies for customer retention. The study employs both primary (questionnaires and interviews with customers, managers, and chefs) and secondary research (books and journals) using a deductive approach and positivism philosophy. Data analysis includes thematic analysis for qualitative data and ANOVA and correlation tests for quantitative data. The findings reveal that while high-quality food and ambiance attract customers, high prices and strict rules and regulations deter them. Recommendations include adjusting pricing strategies, relaxing dress codes, diversifying menus, and improving staff training to enhance customer satisfaction and boost sales.

DISSERTATION ON:
ANALYZING FACTOR AFFECTING
CONSUMER BEHAVIOR TOWARDS
FINE DINNING IN LONDON:
A CASE STUDY ON ANGELUS

ACKNOWLEDGEMENT
The present report reflects the hadwork, knowedge and contribution of various
individuals who helped me in completing the disseration and significantly supported me
throughout my work. I hereby take the responsibility to pay a humble gratitude for their time and
efforts they have given to me. I am thankful to my mentor and all the people who have given me
support and guidance for completing the dissertation. I am grateful to my team members, family
and friends who helped me in all possible accords. I would also like to thank my parents who
supported me while conducting this particular study. The combine efforts of all these people
helped me in successfully completing the research in the desired manner. Branding plays a
critical role in developing high market attraction and enhancing the market sales as well.
Packaging helps in developing the brand identity for the product. Apart from this, company can
use the packaging in most creative form for the purpose of influencing the customers towards it.

ABSTRACT
Customers are the important assets of any firm as they play very crucial role in the
process of making the any kind of decision about enterprise. Thus, for the firm it is very
important that it must make efforts in terms of maintaining the satisfaction of its buyers in an
appropriate manner This lead firms in terms of attracting large number of buyers towards
corporation in an effective way. Furthermore, due to this firm can get benefit in the form of
increased profits and sales in an effective way. For the purpose to carry out the study which is on
analysing the consumer behaviour towards fine dining restaurant operating in London, Angelus
is taken in consideration. It is the fine-dining French restaurant that offers high quality meal to its
buyers (Angelus, 2015). The firm is famous for its atmosphere and décor. In order to carry out
the given dissertation, the reviews as well as opinions as being given by different scholars will be
analysed. With an aim to perform the same, assistance will be taken from secondary resources
like books and journals.
Furthermore, for the purpose to analyse attitude of London customers towards fine dining
restaurant, primary research will be conducted via questionnaire. Furthermore, Literature review
chapter consists all those books and journals which are referred which are related to the
hospitality industry. Thus, it is by complying with the given type of activity only, objective of
present dissertation can be met by scholar in an effective way. Research methodology section of
dissertation gives a detailed explanation regarding the methods which are used with an aim to
carry out the study upon the present topic in a systematic way. Furthermore, the given section of
dissertation will also suggest the ways with the help of which the views and opinions of Angelus
customers as well as managers can be collected. Articulating all the facts and figure from the
whole dissertation, it can be concluded that there are number of factors identified which are
playing very significant role in terms of influencing the behaviour of buyers in an effective way.
In addition to this, from the present study it has also being identified that there is a significant
difference exist between casual and fine dinning restaurant. Here, the basis difference that occur
between both type of restaurant is due to the price as well as environment. Here, casual dinning
restaurant provides more of family like environment.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................6
1.1 Background of the study...................................................................................................6
1.2 Problem statement............................................................................................................7
1.3 Aims and objectives of the study......................................................................................8
1.4 Research question.............................................................................................................8
1.4 Significance of the study..................................................................................................8
1.5 Dissertation structure........................................................................................................9
CHAPTER 2: LITERATURE REVIEW.......................................................................................10
2.0 Introduction....................................................................................................................10
2.1 Meaning of consumer behaviour and fine dinning.........................................................10
2.2 Factor affecting consumer behaviour towards fine dinning...........................................11
2.3 Opportunities and threats towards fine dining in London restaurants............................14
2.4 Identifying the strategies that can be employed by fine dining restaurants with an aim to
retain large number of buyers...............................................................................................15
2.5 Conceptual framework...................................................................................................16
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................17
3.0 Introduction....................................................................................................................17
3.1 Research philosophy.......................................................................................................17
3.2 Research approach..........................................................................................................17
3.3 Research strategy............................................................................................................18
3.4 Research purpose............................................................................................................18
3.5 Data collection................................................................................................................19
3.6 Sample and Sampling method........................................................................................19
3.7 Data analysis...................................................................................................................20
3.8 Ethical consideration......................................................................................................20
3.9 Accessibility issue..........................................................................................................21
CHAPTER 4: RESULT, ANALYSIS AND DISCUSSION.........................................................22
4.0 Introduction....................................................................................................................22
4.1 Thematic analysis for interview question.......................................................................22
4.2 Quantitative analysis......................................................................................................25

4.3 Correlation......................................................................................................................27
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................30
5.1 Introduction....................................................................................................................30
5.2 Conclusion......................................................................................................................30
5.3 Recommendations..........................................................................................................31
REFERENCE.................................................................................................................................33
QUESTIONNAIRE.......................................................................................................................36
Questionnaire for Angelus customers..................................................................................36
Interview questions for Angelus restaurant managers and chefs.........................................37

CHAPTER 1: INTRODUCTION
1.1 Background of the study
Customers are the important assets of any firm as they play very crucial role in the
process of making the any kind of decision about enterprise. Thus, for the firm it is very
important that it must make efforts in terms of maintaining the satisfaction of its buyers in an
appropriate manner (Hwang and Ok, 2013). The satisfaction of buyers can be maintained of if
corporation carries out the production of its goods and services as per the specific needs and
demands of buyers. The demand of buyers can be assessed by tracking their behaviour.
Consumer behaviour is the study in which responses as being given by the individual on
the occurrence of particular stance is studied (Consumer behavior, 2015). In today's competitive
scenario, it is essential for the firms irrespective of their industry that they must study the
behaviour as being carried out by their customers. This is because, it is by complying with the
given type of activity only managers of enterprises can gather information about the tastes and
preferences of their buyers. Here, on the basis of given assembled information organization can
perform changes in its existing products and services. This lead firms in terms of attracting large
number of buyers towards corporation in an effective way. Furthermore, due to this firm can get
benefit in the form of increased profits and sales in an effective way (Nitiwanakul, 2014).
Besides this, there is a rapid growth is being seen in upmarket fast food and casual dining
restaurant. In this regard, it has been assessed that now a days consumers do not have sufficient
time with regard to wait for their ordered food or meal. It is due to the presence of given aspect
they are moving from fine dining to casual or fast food restaurants. In addition to this, price is
being regarded as another most crucial factor that is impacting the behaviour of buyers towards
fine dining restaurants. This is because, the services that fine-dining restaurant offers are more
costly than other. It is the reasons why buyers are searching for cheaper dinning option that
provide high quality services at affordable price (Kausar, Malik and Akram, 2014). In
accordance with the given context, it can be said that fine dining is typically high end or fancier
restaurant which possess formal atmosphere and it offer fancier meal than other restaurants. This
restaurant is also called by the name of white table cloth restaurant. The buyers who use the
services of such restaurant have to wear particular dress code. Furthermore, dinners have to
follow different type of rules and regulations while getting the services from fine dining
restaurants (Foxall, 2014).

In this context, it can be stated that it is because of the presence of given factors only the
behaviours of London consumers are changing towards fine dining restaurants. However, there
are some buyers who still prefer to get services of fine-dining restaurants because of their high
quality meal (Ma, Qu and Eliwa, 2014). So, for corporation it is necessary that it must assemble
timely information about its buyer’s preferences. This is because, if not gather then it became
difficult for all fine dining restaurant with regard to carry out their efforts in terms of attracting
buyers towards corporation in an appropriate manner.
For the purpose to carry out the study which is on analysing the consumer behaviour
towards fine dining restaurant operating in London, Angelus is taken in consideration. It is the
fine-dining French restaurant that offers high quality meal to its buyers (Angelus, 2015). The
firm is famous for its atmosphere and décor. The décor of Angelus is elegant with dark wood and
elaborated mirrors. In addition to this, the organization also possesses private dining room.
Angelus has also received award from Good food guide 2014. The organization has the facilities
for the disabled buyers such as wheelchair access and disabled toilets etc.
In order to carry out the given dissertation, the reviews as well as opinions as being given
by different scholars will be analysed. With an aim to perform the same, assistance will be taken
from secondary resources like books and journals. Furthermore, for the purpose to analyse
attitude of London customers towards fine dining restaurant, primary research will be conducted
via questionnaire. In addition to this, number of research tools and techniques will also be used
for the purpose to draw an effectual conclusion for the given study. Finally, at the end of this
dissertation recommendation will be suggested to the manager of Angelus fine dining
restaurants.
1.2 Problem statement
One of the biggest problem that is being faced by the hospitality industry is related to
changing needs and demands of the customers. In this context, it has been seen that at present
buyers prefers to use services of such restaurant which does not take much time in serving meal
to respective buyers (Singer and Arora, 2015). Furthermore, they do not want to bind themselves
in particular type of rules and regulations while taking dinner from outside. The presence of all
these given factors is creating problem for fine-dining restaurants such as Angelus. In this regard,
the main problem that fine dining firms are facing is to attract huge buyers towards its services.
In addition to this, fine dining restaurant is facing competition from fast food and casual dining

restaurant (Solomon, Russell-Bennett and Previte, 2012). In this context, enterprise is facing
major problem of devising strategies that will assist it in terms dealing with the conditions that
are prevailing in the competitive business environment of London hospitality industry.
1.3 Aims and objectives of the study
The main aim of this study is to analyse the factors which are affecting the behaviour of
London customer towards fine-dining restaurants: A case study on Angelus.
Here, on the basis of given research aim following objectives are set.
 To examine different opportunities and threats towards fine dining in London restaurants
 To investigate the changing tastes and preferences of customers towards fine dining
 To find out the strategies that fine dining restaurants can employ to retain customers
1.4 Research question
With the help of research question, direction of whole dissertation can be set. Following
research questions are set on the basis of given objectives:
 What are the opportunities and threats towards fine dining in London restaurants?
 What changes are seen in the tastes and preferences of customer who are using the
services of fine dining restaurant such as Angelus?
 What are the strategies that Angelus can employ with an aim to retain large number of
buyers
1.4 Significance of the study
The study conducted has its significance for the number of individuals. This study will be
proved as helpful for the hospitality firms who are functioning in London market. This is
because, by taking assistance from the given study, these organizations can analyse the factors
which are impacting the behaviour of their respective buyers towards fine-dining restaurants. In
addition to this, corporations can also improve their knowledge with regard to the strategies that
they can use with an aim to retain as well as attract many buyers towards them (East, Wright and
Vanhuele, 2013). In addition to this, the study has its significance for the PHD scholars who are
conducting their research in the given topic. Furthermore, the study has its significance for the
students who want to improve their knowledge and understanding regarding the factors that
influence the behaviour of buyers. Overall, it can be said that the present study conducted will be
proved as helpful for many personnel.

1.5 Dissertation structure Chapter 1: Introduction: This chapter of dissertation would give detailed explanation or
background regarding the selected topic for the study such as analysing the factor
affecting the behaviour of London customer towards fine-dining restaurant such as
Angelus. Furthermore, the given chapter also possess the aims and objectives of the study
which is used in order to set the direction of whole dissertation towards particular
approach. Chapter 2: Literature review: In this chapter, the number of secondary sources such as
books, online articles and journals etc. would be used. Here, the opinions as different
researchers have given with regard to the given topic are analysed. With the help of this
chapter, an effective conclusion as well as recommendation can be drawn for the study. Chapter 3: Research methodology: This section of dissertation give explanation with
respect to the tools and techniques that would be employ by the scholar in order to
conduct its study in planned manner. The success of any dissertation is largely depends
upon the given section only. So, in the given study efforts have been made by researcher
with respect to select its research tools and techniques in an appropriate manner. Chapter 4: Data analysis: In this chapter, the data assembled via primary mean would be
analysed. In order to perform the same, effectual data analysis technique would be used. Chapter 5: Conclusion and recommendation: Finally, in the last section dissertation
facts as being found out from the data analysis chapter is summarized. This section of
study also involves recommendations for fine dining companies that they can use in order
to carry out improvement in its existing practices.

CHAPTER 2: LITERATURE REVIEW
2.0 Introduction
This section of dissertation analyses the published information which is being used by
researchers with an aim to draw an appropriate conclusion for their study. Here, in the given
section the past studies as being carried out by famous scholars are evaluated as well as analysed.
In addition to this, for this part the approaches such as books and journals are used. Furthermore,
in this chapter all those books and journals are referred which are related to the hospitality
industry. Thus, it is by complying with the given type of activity only, objective of present
dissertation can be met by scholar in an effective way.
2.1 Meaning of consumer behaviour and fine dinning
According to the view point of Singer and Arora, 2015 “Consumer behaviour is the field
of study in which efforts will be made by the manager of organization with regard to analyse the
behaviour as being carried out by its respective buyers while selecting and purchasing the
specific product of firm” (Singer and Arora, 2015). In addition to this, Kim, Lee and Mattila,
2014 have stated that “Consumer behaviour depict about the action that buyers carries out while
purchasing and choosing the goods and services of specific firm” (Kim, Lee and Mattila, 2014).
For the organization, it is very essential with regard to improve its understanding regarding the
behaviour as being carried out by its buyers. This is because, it is by complying with the given
type of activity only manager of firm can improve its knowledge regarding the factors that
buyers uses while making the decision of purchasing the goods and services of respective firm.
Furthermore, through this way an effective strategy can be formed by corporation with an aim to
influence the behaviour of customers (Bilgihan, Peng and Kandampully, 2014). Thereby,
organizations can get the benefit in the form of increased profits and sales in an appropriate way.
In addition to this, as per the view point of Chang, Khan and Tsai, 2012 “The customers
are perceived as the actor in marketplace” (Chang, Khan and Tsai, 2012). The given thing as
being stated by the author is correct. This is because, while making the purchase decision buyer
plays number of role such as information seeker, decision maker and product appraiser etc.
These all given roles assist buyers in making the right decision. Thus, through this way only
customers carries out the selection of the best product which helps in fulfilling the needs and
demands of them.

Besides this, number of authors have described about the concept such as fine dining. In
accordance with the given context, as per the view point of Kang and et.al., 2012 “Fine dining is
the full service restaurant which provides dedicated meal courses” (Kang and et.al., 2012). In
addition to this, Ha and Jang, 2012 have also stated that “Fine dining is being consider as white
table cloth restaurant which provides services to elite and high class people” (Ha and Jang,
2012). It is the fancier restaurant which possess very formal atmosphere. Furthermore, the menu
as being offered by the given type of restaurant is fancier than others. In addition to this, some
authors have describe fine dining as the type of eating style that is usually follows by all
expensive restaurants. In addition to this, Granzin and Bahn, 2015 have stated that “Fine dining
is the type of restaurant which offers unique menu in the formal style” (Granzin and Bahn,
2015). It is the unique type of restaurant which offers food in unique or difficult to made food to
its respective buyers. In this type of restaurant, chef plays very crucial role. This is because, here
chef has to prepare creative and tasty meal from the ingredients which is not being used by any
restaurants.
2.2 Factor affecting consumer behaviour towards fine dinning
There are some positive and negative factors identified which are causing significant
effect upon the attitude of customers towards fine dining. In accordance with the given context,
according to the view point of Dewald, Bruin and Jang, 2014 “Unavailability of sufficient time
with the customers is being regarded as one of the factor which is impeding or changing their
attitude towards fine-dining” (Dewald, Bruin and Jang, 2014). The given thing as being stated by
the authors is correct. It is due to fact that, it has been seen that now a days buyers always prefer
to take such food which will not take much time in preparation. Furthermore, they also prefer
that type of food which is being ordered by them or which can be taken by them from one place
to another. The customers are giving priorities to all these given aspects because of the
unavailability of sufficient time with them. Thus, it is due to the presence of given aspect their
behaviour is changing towards the fine dining restaurants which takes huge time in the process of
preparing and serving meal to the respective buyers (Bujisic, Hutchinson and Parsa, 2014). Thus,
it is due to the presence of given aspect only, buyers are opting for casual dining or fast food
restaurants.
In addition to this, as per the view point of Prayag, Khoo-Lattimore and Sitruk, 2015
“The behaviour of fine dining customers is affecting because of the pricing factor” (Prayag,

Khoo-Lattimore and Sitruk, 2015). The statement as being given by these authors is also correct.
In accordance with the given context, it has been seen that the buyers who takes the services of
fine dining restaurants have to spend huge money. This is because, the food as well as services
that fine dining firms offers are of high quality and these are expensive too. Thus, the buyers
who will not afford the given type of services will move on to some other restaurants.
Furthermore, it has been critically evaluated by the Oliver, 2014 that “Buyers gives more
preference to the pricing factor when they possess low purchasing power or disposable income”
(Oliver, 2014). This can be consider as one of the factor which influence the buyers to behave in
a certain or specific way. In the situation, when buyers does not possess much purchasing
capacity at that time they will prefer to choose such type of goods and services which are cost
effective or affordable. Solomon, Russell-Bennett and Previte, 2012 have stated that “The
services as being offered by fine dining organizations are very expensive” (Solomon, Russell-
Bennett and Previte, 2012). So, because of the presence of given factor buyers are moving on to
the other options such as fast food restaurants which offers food at affordable prices.
As per the view point of Solomon and et.al., 2014 “The strict rules and regulations as
being followed by the fine dining dinners can be regarded as one of the most crucial factor
which is affecting the behaviour of London buyers towards fine dining” (Solomon and et.al.,
2014). The thing as being depicted by the given authors is also right. In this context, it has been
seen that fine dining restaurant possess a big list of rules which needs to be followed by its
respective buyers. This is because, if not followed then in this condition it will became difficult
for the customer with regard to use the services of firm in an effective way. The fine dining
restaurant has the rule that the customer should come in a formal attire. For example, for men
collared shirt is compulsory and for women dresses or evening gown is compulsory. In addition
to this, the respective customers must also possess full-fledged knowledge with regard to use the
knife and fork while eating food (Cova, Kozinets and Shankar, 2012). Thus, it can be said that
the buyers who have table etiquettes will be consider as eligible with regard to use the services
of fine dining corporations.
In this context, it has been evaluated by the East, Wright and Vanhuele, 2013 that “While
eating food customers does not prefer to bind themselves in some type of rules and regulations”
(East, Wright and Vanhuele, 2013). Thus, it is right to say that the strict rules and regulations of
fine dining firms is forcing customers to behave differently. It is reason why they are opting