[VOLUME 6 I ISSUE 1 I JAN.

– MARCH 2019] e ISSN 2348 –1269, Print ISSN 2349-5138

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A Study on Factor Influencing the Choice of Restaurants inHaryana

Ankita Gupta
Research Scholar, Department of Commerce, MDU, Rohtak

Received: February 04, 2019 Accepted: March 13, 2019

ABSTRACT: Restaurants are the one of the fastest growing service sector in the world. The Indian restaurant
industry is worth Rs. 75000 crore and growth rate is 7% annually. There are 1.5 lakh eating outlets in India
and more than 3000 outlets are from the organized sector. The purpose of the paper is to find out the factors
which influence the decision of the restaurant selection. In this study the total respondent size is 300 and
total six district (headquarter of each division) selected for the data collection. Data is collected from the 6
district named Ambala, Faridabad, Gurugram, Hisar, Rohtak and Karnal (50 respondents from each district).
Data is collected through questionnaire from the respondents. In this study total 25 factors are considered
which are important for the selection of the restaurant. According to the results of the study price, quality
and variety of food, friendly staff, location, environment, waiting time, past experience, friends/ relative
referral are the most important factor while selecting a restaurant.

Key Words: Factor, Price, Restaurant, Service etc.

Introduction
Restaurants are known as the place where meals are served to the customers according to their taste and
requirement in exchange of the value. According to the French dictionary the meaning of the restaurants is
“to promote food for”. Restaurants are the one of the fastest growing service sector in the world. Now in the
today time restaurants are not only limited to the providing food to the particular place but is extended to
the takeoff and home delivery too. For promoting business many restaurants are providing many type of
attractive discount on takeoff for example pizza hut is providing 50% discounts to the customer for takeoff
the pizza from the outlet. Restaurants gives birth to many other businesses like for home delivery of the
restaurants food the birth of the zomato, swiggy and many more. First restaurant of the world was open in
the year 1765 by the Parisian named Boulanger. India is known for the second largest population in the
world. The Indian restaurant industry is worth Rs. 75000 crore and growth rate is 7% annually. There are
1.5 lakh eating outlets in India and more than 3000 outlets are from the organized sector. India is the
country of food lovers. In India people love food and want to taste different type of foods and beverages.
Restaurants Industry growth in India due to the several factors such as increased disposal income, working
women, urbanization, nuclear family concept, changing life style etc. There are different type of restaurants
exists in India like fast casual, family style, fine dining, café, fast food, food truck, restaurant buffet, pop up
restaurants etc.

Review of Literature
Review of literature is known as the existing study in the field. Review of literature of the selection of
restaurants is following:
Sahni&Mohsin (2017) conducted a study on the topic “Factor Influencing the Selection of Fine Restaurant
in Delhi & NCR- An Empirical Study”. The aim of the paper was to find out the factors that affect the choice of
restaurants and relationship exist between the restaurant and their rating, food and purpose of visit. This
paper followed the descriptive research design. This paper was based upon the primary and secondary
method of data collection. Primary data was collected through the questionnaire. Total 192 respondents
were selected for the study on the basis of the convenience sampling. For the data analysis percentage,
weighted average score and chi square test was applied on the collected data to reach to the results.
According to the finding of the study there was a significant and positive association found between the
demographic profile of the respondents and selection of the restaurant. The most influencing factor for the
selection of the restaurant was service quality.
Mhlanga &Tichaawa (2016) conducted a study on the topic “What are the Current Factors affecting
Consumer Selection Criteria in Formal Full Service Restaurants in Port Elizabeth, South Africa”. The survey
design was followed in the study. In this study both primary and secondary method of data collection was
used for the data collection. There were 400 respondents were selected and questionnaire was the method
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for the primary data collection. Factor analysis was used for the data analysis. The result of the study proved
that the most influencing factor for the selection of the restaurants were food, service quality, ambience,
past experience etc.
Azim et al. (2014) conducted a study on the factors that affect the choice of restaurants. This study was
performed in Pakistan. Both primary and secondary method of data collection was used in the study.
Primary data was collected through questionnaire. Total 148 respondents were selected in the study on the
basis of the convenience sampling. The result of the study proved that the most important factor for
restaurant selection were food quality and taste followed by clean environment, staff, fast service, price,
brand image, privacy, availability and guest treatment.
Medeiros &Salay (2013) performed a study to know the factor that affects the selection of the restaurant
for the consumers. This paper was descriptive in nature. This paper was based upon the review of literature
secondary method of data collection. According to the results of the study most important factors were
price, atmosphere, food

Objective of the Study

The objective of the study is to identify the factor affecting choice of restaurants in Haryana.
Methodology
This paper is descriptive in nature. Haryana is divided into 6 divisions: Ambala, Faridabad, Gurugram, Hisar,
Rohtak and Karnal. Headquarter of each district is selected for the data collection.
Both primary and secondary method of data collection is used in this paper. The primary data is collected
through questionnaire. 300 respondents are selected for the primary data collection in the study.
Convenience sampling is used for the data collection.
Table 1: Sample Distribution
Sr. No. Division District Sample
1 Ambala Ambala 50
2 Faridabad Faridabad 50
3 Gurugram Gurugram 50
4 Hisar Hisar 50
5 Rohtak Rohtak 50
6 Karnal Karnal 50
Total Sample 300

Demographic profile of the Respondents

The below listed table representing the demographic profile of the respondents:
Table 2: Demographic Profile
Demographic Variable Category Frequency Percentage
Gender Male 178 59.3%
Female 122 40.7%
Less than 25 years 106 35.3%
Age 25- 35 years 121 40.3%
35-45 years 41 13.7%
Above 45 years 32 10.6%
Government Employee 41 13.7%
Occupation Private Employee 107 35.7%
Self Employed 63 21.0%
Unemployed 89 29.7%
Less than 2,00,000 121 40.3%
Annual Income 2,00,000- 4,00,000 61 20.3%
4,00,000-6,00,000 50 16.5%
Above 6,00,000 68 22.8%

According to the results of the above table 2, it can be interpreted that out of the 300 respondents, male
respondents are 59.3% and female respondents are 40.7%. The majority of respondents 40.3% are
766𝗑 IJRAR- International Journal of Research and Analytical Reviews Research Paper
[VOLUME 6 I ISSUE 1 I JAN. – MARCH 2019] e ISSN 2348 –1269, Print ISSN 2349-5138
http://ijrar.com/ Cosmos Impact Factor 4.236
between the age of 25-35 years, followed by the 35.3% respondents age less than 25 years, 13.7%
Respondents age between 25-35 years and only 10.6% respondents age is above 45 years. Majority of
respondents 35.7% are private employee followed by unemployed respondents 29.7%, self employed
respondents are 21% and government employee respondents 13.7%. There is 40.3% respondents whose
income is less than 2 lakh followed by 22.8% respondents whose income is more than 6 lakh, 20.3%
respondents income is between 2 lakh to 4 lakh and 16.5% respondents income between 4 lakh to 6 lakh.

Data Analysis and Interpretation

In this study total 25 variables are considered for the selection of the restaurants. The questionnaire is tick
based whether the particular variable is important or not. The below listed table is representing the factors
according their importance for the customer
Table 3: Factors Important for the selection of the Restaurant
Sr. Factors which are Total number Number of Percentage Rank
No. important to you while of respondents respondents for according to
choosing a restaurant which factor importance
important
1 Price 300 243 81% 1st
2 Quality of Food 300 235 78.3% 2nd
3 Variety of Food and 300 210 70% 3rd
Beverages
4 Friends/Relative 300 208 69.3% 4th
Referral
5 Location 300 204 68% 5th
6 Past Experience 300 201 67% 6th
7 Neat and Clean 300 198 66% 7th
Environment
8 Timely Services 300 195 65% 8th
9 Security 300 180 60% 9th
10 Parking Facility 300 161 53.6% 10th
11 Friendly and Cooperative 300 158 52.6% 11th
Staff
12 Waiting Time 300 155 51.6% 12th
13 Rating by the Other 300 153 51% 13th
Customers
14 Internet Facility 300 151 50.3% 14th
15 Hours of Operation 300 149 49.6% 15th
16 Restaurant Image 300 148 49.3% 16th
17 Hygiene 300 147 49% 17th
18 Marketing of Restaurant 300 140 46.6% 18th
19 Ambience of Restaurant 300 139 46.3% 19th
20 Purpose of Visit 300 128 42.5% 20th
21 Billing Process 300 122 40.6% 21th
22 Customized Services 300 120 40% 22th
23 Space 300 118 39.2% 23th
24 Dress code 300 107 35.5% 24th
25 Bar Facility 300 81 27% 25th

From table 3, it is clear that price is the most important factor while choosing a Restaurant. Price comes
upon the first position according to the requirement of the customer’s. 81% of the customers found price is
important factor followed quality of food. 78.3% customer found quality of food is important in choosing a
restaurant to eat and it comes on the 2nd position according to the preference of the customers. 70%
customers found that variety of food and beverages is deciding factor for choosing a restaurant which comes
upon the 3rd position according to customer preference. Friend and relative referral is 4 th important factor
while choosing a restaurant. 69.3% customers said friend and relative referral is important for them. On the
5th position location is with 68%. On 6 th position past experience is important with 67% customer
preference. Neat and clean environment is comes on 7 th position with 66% customer importance. A timely
service comes on the 8th position. For 65% customers a timely service is important. For 60% customer
security is important which comes on the 9 th rank. On the 10 th rank parking facility comes with 53.6%
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preference. On the 11th position friendly and cooperative staff comes with preference of 52.6%. For 51.6% of
the customers waiting time is important which occupy 12 th position. Rating by the other customers is
important for 51% of customers. Rating by the customers comes on the 13 th position. Internet facility is
preferred the 50.3% customers and comes on 14th position. For 49.6% customer’s hours of operation is
important which comes on the 15 th place according to customer importance. Restaurant Image is on 16th
position with 49.3% importance for the customers. On the 17 th position hygiene comes with preference of
49%. 18nd and 19th position is occupied by marketing of the restaurant and ambience of the restaurant with
importance of 46.6% and 46.3% customers. For 42.5% a customer purpose of visit is important and rank of
purpose of visit is 20th. 21th position is of billing process which is important for 40.6% customers. On the
22th and 23th position customized services and space in the restaurant comes with preferences of 40% and
39.2% customers. On the 24 th and 25th position dress code and bar facility comes with preference of 35.5%
and 27%.

Conclusion
According to the result of the study it can be concluded that price is the most important factor while
choosing a restaurant for the customer followed by the quality of food and availability of variety in food and
beverages. Friend relative referral, past experience, location, ambience, staff behaviour, environment,
security, waiting time etc are also considered important factor while choosing a restaurant. While bill ing
process, dress code, space,bar facilities etc are less important for the customers while choosing a restaurant.

Suggestion
According to the results of the study following suggestion can be implemented:
Customers are most conscious about the price, quality and variety of the food and beverages. So the
restaurant should focus on the quality and try to not overcharge for the food that helps in increment
in the sales.
Restaurant owners/ manager should create an environment in the restaurant which directly
impress the customers and make positive image in their mind.
There can be feedback form for the customer and these feedback forms should review by the owner
and make policies according to the requirement of the customers.

References
Azim, A., Shah, N. A., Mehmood, Z., Mehmood, S., &Bagram, M. M. M. (2014). Factors effecting the customers
selection of restaurants in Pakistan. International Review of Management and Business Research, 3(2), 1003.
Medeiros, C. O., &Salay, E. (2013). A review of food service selection factors important to the consumer. Food
and Public Health, 3(4), 176-190.
Mhlanga, O., &Tichaawa, T. M. (2016). What are the current factors affecting consumer selection criteria in
formal full service restaurants in Port Elizabeth South Africa. African Journal of Hospitality, Tourism and
Leisure, 5(2), 1-11.
Sahni, S., &Mohsin, F. Factors Influencing the Selection of Fine Dining Restaurant in Delhi & NCR: An Empirical
Study.
https://www.thebalancesmb.com/a-history-of-the-restaurant-2888319
https://economictimes.indiatimes.com/industry/cons-products/food/indian-quick-service-restaurants-
hungry-for-market-industry-set-for-exponential-growth/articleshow/62277145.cms

768𝗑 IJRAR- International Journal of Research and Analytical Reviews Research Paper