Analyzing the consumer buying behavior in dining restaurant industry in Australia

HI6007

Assessment one

Analyzing the consumer buying behavior in dining restaurant industry in Australia

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 Analyzing the consumer buying behavior in dining restaurant industry in Australia

Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Statement of problem.................................................................................................................3
3.0 Research Objectives...................................................................................................................3
4.0 Review of literature...................................................................................................................3
5.0 Hypothesis and variables...........................................................................................................4
6.0 Operational definitions..............................................................................................................5
7.0 Research methodology...............................................................................................................5
8.0 Sampling....................................................................................................................................5
9.0 Analysis of data.........................................................................................................................6
10.0 Expected research outcomes....................................................................................................6
11.0 Conclusion and recommendations...........................................................................................6
References........................................................................................................................................7

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 Analyzing the consumer buying behavior in dining restaurant industry in Australia

1.0 Introduction
Consumption pattern of the consumers vary a lot in fast food industry and it is of immense

importance for the marketers to understand the factors affecting consumer buying behavior so

that they can deploy their marketing efforts in accordance to these factors. Present research

would tend to find out the factors which are shaping consumer buying behavior towards purchase

in restaurant industry in Australian context.

2.0 Statement of problem

Continuous change in the consumer buying behavior in restaurant industry in Australia creates

problem for the marketers wherein failure to understand these factors would lead to loss of

revenue and market share for the business organizations. In present research a consumer buying

behavior affecting restaurant purchase would be explored in Australian context.

3.0 Research Objectives

Research objectives for the present research can be given as under:

1. To understand the factors affecting consumer buying behavior in Australian restaurant

industry

2. To develop a model for justifying consumer buying behavior pattern

3. To examine the consumer attitude towards the services of restaurant restaurants in

Australia

4.0 Review of literature

Consumer buying behavior can be understood as the study of the individuals, groups and their

pattern to make decision so as to satisfy their needs. The focus of the consumer behavior is on

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 Analyzing the consumer buying behavior in dining restaurant industry in Australia

the buyers and the processes adopted by them to make decisions. Consumer buying behavior

tells the pattern in which consumers would spend their resources on their consumption related

items. There have been several attempts in order to study the consumer purchase behavior in the

fast food industry. Auty (1992) carried out the research in order to explore the key influential

factors for dinning out and established that the type of food and quality are the two important

factor allowing consumers to make decision in the restaurant industry while atmosphere and

image are other important factors impacting decision making. Another research carried out by

Carey & Genevive (1995) ranked five factors in the sequence of most important to least

important which are range of food items, quality of food, price, atmosphere and service quality.

Clark and Wood (1998) states that the values and food quality are two critical parameters for

restaurant attribute. The research gap identified in the present context is the consumer buying

behavior model which can be aptly fit into the dinning restaurant industry in Australian context.

5.0 Hypothesis and variables

The independent variable in the present context include consumer culture, income levels,

lifestyle, restaurant ambience, service quality, food quality and range of food items etc. while

dependent variable is the consumer buying decision.

H0: (Null hypothesis): Food quality and service are the only factors affecting consumer purchase

decision in dining restaurant industry in Australia

HA (Alternate hypothesis): Food quality and service are not the only factors affecting consumer

purchase decision in Australian dining restaurant

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 Analyzing the consumer buying behavior in dining restaurant industry in Australia

6.0 Operational definitions

Change in consumer decision making parameters are based on the factors to which consumer

give higher importance in order to decide on the restaurant selected by them. Productivity of

restaurant is based on the consumer footfall in the restaurant.

7.0 Research methodology

The present research study focuses on using the exploratory research design wherein use of the

primary research and secondary research would be done in order to explore the factors and

develop the model based on these factors (Rubin, 2008). Secondary research would be helpful in

order to save the time for data collection and finding authenticated results from the scholars in

this domain. Use of questionnaire would be done for collecting the data from consumers of

dining restaurants in Australian context. The two research methodologies would be helpful in

order to meet the objective for the current research.

8.0 Sampling
The sampling method deployed for the present research would make use of the probabilistic

sampling methods. Probabilistic sampling technique deployed for the current research would

involve stratified random sampling technique (Soriano & Domingo, 2002). This sampling

technique would be helpful in order to choose respondents from strata i.e. consumers of dining

restaurant in Australia. This would reduce the sampling error by enhancing chances of equal

selection. Total of 50 respondents would be selected to collect the primary data for the current

research.

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 Analyzing the consumer buying behavior in dining restaurant industry in Australia

9.0 Analysis of data

Present research involves collection of both qualitative and quantitative data set in terms of the

cultural aspect, consumer lifestyle, spending income and prices of the restaurant etc. Analysis of

the qualitative parameters would be done based on the content analysis technique while

quantitative parameters can be analyzed based on the statistical techniques such as correlation

and t-test etc.

10.0 Expected research outcomes

This research attempts to recognize various internal and external factors affecting consumer

choice for the dining restaurant industry in Australian context. Further model development

would be another key achievement for the present research so as to develop a suitable model

which can be implemented in Australian dining industry. Importance of the various factors

identified for the present research would be helpful to understand how consumers take decision

associated with selection of particular type of restaurant for dining out.

11.0 Conclusion and recommendations

The study gained from the literature review in the present research indicates that there are large

numbers of factors impacting consumer choice in the dining restaurant industry in Australian

context. It is recommended to make use of the wider literature and primary research methods to

gain access of the complete data to understand the key parameters and develop the suitable

model which can justify the consumer purchase decision in the dining industry in Australia.

Further it is recommended for the marketers in the restaurant industry that the study of these key

variables would be helpful in order to examine consumer purchase behavior and enhance the

consumer footfall in their restaurant.

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References

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