An Investigative Study of Factors Influencing Dining out in Casual Restaurants Among Young Consumers
European Business & Management
Volume 4, Issue 1, January 2018, Pages: 39-43
Received: Oct. 11, 2017;
Accepted: Nov. 7, 2017;
Published: Jan. 9, 2018
Views 1383 Downloads 258
Vimal Chandra Verma, School of Management, BBD University, Lucknow, India
Devashish Das Gupta, Indian Institute of Management Lucknow, Lucknow, India
Purpose: India is known for highest number of young people in the world. Students as consumers are more dynamic and emerging consumer group for restaurants. Focusing on younger diner attitude and preferences, the aim of this paper is to use factor analysis approach to group different factors influencing their motivation behind dining out in casual restaurants. Total 31 variables were identified based on literature review. Data analysis was done using SPSS 20. Nine factors were identified which had high loadings. The sample for the study was drawn using convenience sampling technique of university students which is a major limitation of the study. Further random sampling may be used taking large sample size for more generalized results. The findings of the study would help the marketers to analyze major factors influencing dining out behavior of younger consumers.
Vimal Chandra Verma,
Devashish Das Gupta,
An Investigative Study of Factors Influencing Dining out in Casual Restaurants Among Young Consumers, European Business & Management.
Vol. 4, No. 1,
2018, pp. 39-43.
Copyright © 2018 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/
) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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