FACTORS AFFECTING

CONSUMERS’ DECISION OF
CHOOSING A RESTAURANT
ASSIGNMENT 1

SUBMITTED TO:
MA’AM SHAMAILA GULL
SUBMITTED BY:
MAHNOOR ARIF – F19BB007
RABIA JAVED – F19BB021
ARFA AKRAM – F19BB011
MEHREEN MEHBOOB – F19BB023
SECTION:
F19 MORNING-B
 FACTORS AFFECTING CONSUMERS’ DECISION OF CHOOSING A RESTAURANT

FACTORS AFFECTING CONSUMERS’ DECISION CHOOSING A RESTAURANT TO

CELEBRATE THE BIRTHDAY PARTY/FRIENDS GATHERING:

 Cultural factors
Culture
Sub-culture
Social class
 Social factors
Friends
Family
Reference groups
Roles & Status
 Personal factors
Age and life style stage
Occupation
Economic situation

CULTURAL FACTORS:

Culture:
Culture is the most basic determinant of a person’s wants and behavior. Culture enhances our quality of
life and increases overall well-being for both individuals and communities.

Effects:

Cultural Factors have strong influence on consumer buyer behavior. Cultural Factors include the basic
values, needs, wants, preferences, perceptions, and behaviors that are observed and learned by a consumer
from their near family members and other important people around them.

Sub-culture:

Sub-cultures are groups of people with shared value systems based on common life experiences and
situations.

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 FACTORS AFFECTING CONSUMERS’ DECISION OF CHOOSING A RESTAURANT

Effects:

We (Muslims) always prefer to organize a birthday party in a restaurant where halal meal is served and
where there is no alcohol consumption because it is strictly prohibited in Islam and this action is not
allowed to us by our culture too.

Social class:

Social classes are relatively permanent and ordered divisions in a society whose members share similar
values, interests and behaviors.

Effects:

The members of upper-class society prefer to go to fancy and expensive restaurants where high quality
and a variety of food with served along with entertainment e.g.; Live qawwalis, songs etc. Upper class
groups consume foods that signify exclusivity and access to rare goods. Contrary to this, the members of
middle-class society prefer relatively cheap restaurants.

PERSONAL FACTORS:

Occupation:

An occupation is a person's usual or principal work or business, especially as a means of earning a living.

Effects:

The occupation of an individual plays a significant role in influencing his/her decision. An individual’s
nature of job has a direct influence on the restaurant he picks for himself/herself. A business man or a
person with a high post will pick an expensive restaurant because his income is enough to cover all the
expenses of a fancy restaurant. Whereas, an employee with a low salary would pick a cheap restaurant.

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 FACTORS AFFECTING CONSUMERS’ DECISION OF CHOOSING A RESTAURANT

Age and lifestyle stage:

Age and human lifecycle influence the choice of a restaurant for a consumer i.e., teenagers would be
more interested in consuming fast food along with the proper entertainment and loud music as compared
to middle aged or elderly individuals who would prefer simple and cultural food. Bachelors prefer clubs,
beer, loud music and fun. So, all of them choose restaurant according to their choices and ages.

Economic situation:

The buying tendency of a consumer is directly proportional to his/her earnings per month. Consumers
with high income would prefer to go to the most famous and expensive restaurants and spend a lot for the
decoration and cake along with full entertainment, whereas a consumer with low income will never waste
their money for famous or branded restaurants. They only afford to go for street restaurants where full
entertainment is offered but at low budget.

SOCIAL FACTORS:

Family:

As basic and essential building blocks of societies, families have a crucial role in social development it
usually includes a group of people related to each other and living together. Like many social
relationships, strong bonds with family members can have great benefits for society and individuals. So,
while choosing any restaurant its necessary to ask your family. Family plays an important role in taking
decisions.

Roles and status:

Status means the position in a society, we mostly choose restaurants with the best brand reputation and
taste and nowadays, consumers expectations of restaurants are increasing and that's why it's important
that the restaurants stay on top of consumers list so that the consumer belong to a high society always
prefer a famous restaurant in order to maintain his/her position in the society , whereas a consumer who
belong to a middle class society prefer to go for a restaurant which offer to provide best service in low
budget.

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 FACTORS AFFECTING CONSUMERS’ DECISION OF CHOOSING A RESTAURANT

Reference groups:

Reference Group is a group that serves as a reference point for an individual in the formation of his/her
beliefs, attitudes and behavior. The people who are closely related to us and those who we rarely talk to
have a great impact in choosing which restaurant do we go to. The social media influencers also add their
part in making this decision. The influencers give their reviews, closely related people give their
suggestions and also the ones who are not closely related to us add their part in choosing a restaurant by
giving reviews on their social media etc.