A Study of Consumer Attitudes Regarding Variability of Menu Offerings in the Context of an Upscale Seafood Restaurant

Autor:	Carl L. Witte, Marshall Ottenfeld, Donald Bernstein
Rok vydání:	2008
Předmět:	InformationSystems_INFORMATIONINTERFACESANDPRESENTATION(e.g. HCI) Perception media_common.quotation_subject Scale (social sciences) Advertising Context (language use) Marketing Psychology Preference Target market Food Science media_common
Zdroj:	Journal of Foodservice Business Research. 11:398-411
ISSN:	1537-8039 1537-8020
DOI:	10.1080/15378020802519769
Popis:	This study focuses on an examination of the variability aspect of menu content over time with an investigation of consumer attitudes and preferences regarding the daily variability of restaurant menus at the upper end of the market. A review of menu-oriented literature was carried out with a focus on menu content and variety. Insights were also drawn from the consumer variety-seeking literature in marketing. Consumer perceptions and attitudes were then investigated using structured scripted interviews with 100 adults over 25 years of age considered to be in the target market of an upscale seafood restaurant. Data were collected regarding overall appeal, likelihood of patronage, desirability, uniqueness, and menu preference. The results of the study indicate that in a forced-choice paired-comparison, a restaurant concept and menu alternative offering a daily varying menu, was preferred by subjects over one with a fixed menu under three differing conditions. However, results using scale measures of...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::b88cb5d1be8c5696214ed88efbfa42e8 https://doi.org/10.1080/15378020802519769 Zobrazit plný text záznamu