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Do People Differ in their Preferences regarding Restaurants? — An Exploratory Study

Author

Listed:
  • Yogesh Upadhyay
  • Shiv Kumar Singh
  • George Thomas

Abstract

Consumer decision making process has always been a subject of interest for marketers. The present study examines the decision making process in respect of restaurant services in India. Restaurant sector is vibrant due to changing life style of people and composition of Indian families. The study aims to augment the understanding about preferences of selected cross-sections of consumers regarding restaurants and differences within the selected cross-section. This exploratory study attempts to investigate the impact of demographic and ‘reason to visit’ variables on restaurant's preferences. In order to assess the relative importance of various aspects of restaurant selection, customers were asked to rate selected attributes like location, less time in serving, convenient operating time, safety, parking facility etc. The study utilized a self-administered questionnaire to a convenience sample of 300 respondents. The findings of the study suggest how consumers from selected cross-sections evaluate intrinsic and extrinsic cues while evaluating a restaurant. It finally presents the implications for researchers and managers of Indian restaurants.

Suggested Citation

  • Yogesh Upadhyay & Shiv Kumar Singh & George Thomas, 2007. "Do People Differ in their Preferences regarding Restaurants? — An Exploratory Study," Vision, , vol. 11(2), pages 7-22, April.
    • Handle: RePEc:sae:vision:v:11:y:2007:i:2:p:7-22
    DOI: 10.1177/097226290701100203
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    References listed on IDEAS

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    1. Belk, Russell W, 1975. "Situational Variables and Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 2(3), pages 157-164, December.
    2. C Min Han & Vern Terpstra, 1988. "Country-Of-Origin Effects for Uni-National and Bi-National Products," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 19(2), pages 235-255, June.
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    Cited by:

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