FACTORS INFLUENCING CONSUMER PREFERENCES OF RESTAURANTS IN THE GREATER BUFFALO CITY

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Keywords:

Types of restaurants, consumer preferences, service quality, customer satisfaction

Abstract

Consumer choice has traditionally been the primary focus of decision-making research, with the goal of understanding how consumers make decisions within a given set of alternatives. Using contemporary studies as a foundation, the present study explores the factors influencing consumer preferences regarding restaurants in the greater Buffalo city, East London. The primary goals of this research are to: explore the most influential factor(s) that influences consumer preferences of restaurants, and determine attributes that Buffalo city residents perceive to be critical in the selection of restaurants.  The study also aims to suggest ways to improve service quality in Buffalo city restaurants.  Non-probability sampling is adopted whereby a convenience sampling approach is used to select 30 respondents. A self-administered questionnaire is used for quantitative analysis. The results of the study indicate that food quality, price, hygiene, and service quality are key determinants of restaurant preference amongst Buffalo city customers.

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Published

2021-12-03