Consumers Preferences Towards Restaurants: Examining Their Homogenity

The reverberations of rapidly growing Indian economy are being observed in lifestyle of consumers in India. The number of people dining at restaurants is rising as more women are working outside the home, busier lifestyles and more disposable income. The present paper attempts to analyze Indian consumers' preferences towards restaurants with the help of survey conducted outside the restaurants (usable surveys 370) and segments them on the basis of these preferences. The findings of this study suggest how preferences of consumers converge and their relative positions in dealing with extrinsic and intrinsic cues. The study proposes ten factors that evolve out of responses of consumers towards 36 variables that a consumer normally faces. The study advocates three segments of consumers visiting restaurant viz. “deal seekers”, “preference seekers” and, “experience seekers”, based on their preferences. The outcome of the study carries implications for researchers and entrepreneurs.


Yogesh Upadhyay, Shiv Kumar Singh, and Dhiraj Sharma (2009) ,"Consumers Preferences Towards Restaurants: Examining Their Homogenity", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 76-82.


Yogesh Upadhyay, Reader, Jiwaji University, Gwalior, India.
Shiv Kumar Singh, Reader, Jiwaji University, Gwalior, India.
Dhiraj Sharma, Academic Associate, Indian School of Business, Hyderabad, India.


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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