Interview five students.

Have them describe the

last three restaurant meals they consumed and the
WELCOME TO
situations in which they were consumed. What
can you conclude about the impact of the
situation on consumer behavior? What can you
conclude about the impact of the individual on
consumer behavior?
P O W E R P O I N T T E M P L AT E
Key Issues
Consumer behavior is the study of
the processes involved when
individuals or groups select,
purchase, use or dispose of
products, services, ideas or
experiences to satisfy needs and
desires.
ors Affecting Consumer Behavior
02
Culture

06
Social

01 03
Personal Psychological
factors
1CULTURAL FACTORS
• Culture
• Subculture
2. SOCIAL FACTORS
• Reference groups
• Family
• Roles and Status
3. PERSONAL FACTORS
• Age
• Occupation
• Economic situation
• Lifestyle
• Personality
4. PSYCHOLOGICAL FACTORS
• Motivation
• Perception
• Beliefs and Attitudes
The data was collected to measure the customer
satisfaction and their perception towards eating out.
The data was collected by means of questionnaire
and analysis was done on the basis of response
received from classmates. The questionnaire has
been designed in such a manner that the consumer’s
satisfaction level can be measured and consumer can
enter his/her responses easily.
Sample size
Five classmates customers were selected.

Limitation: Availability of data and reliability of data

What we asked?
•Frequency of visits to restaurants
•Average expenditure per person
•Type of food consumed
•What do you mainly expect from a restaurant
•What would attract you to try a new restaurant
•On how they rated the last three restaurants in terms
of pricing, location, service, quality of the meal,
cleanliness and speed of the service
 Age: 24-35
Frequency of visits to restaurants:
•3 several times a week
•1 once a week
•1 about once every two months

Average expenditure per person:

3 2
•More than 100 birr (1)
•50-75 birr (3)
•35-49 birr (1)
Reasons for eating out:
•To eat good food (3)
•For special events (1)
•To eat something different, food I don’t often eat
(1)
•Do not want to cook (1)
•Who
For special
do you events
mainly (birthdays,
go to a holidays,
anniversary) (1)
restaurant with :
•With friends (3)
•With partner (2)
•With family members (2)
 Type of food consumed:
•Traditional (3)
•Fast food (2)

What do you mainly expect from a restaurant?

•A variety of dishes(3)
•Food quality (3)
•Affordable prices(2)
•Warm and friendly staff (2).
•Fast Service (2)
•Good quality drinks (1)
What would attract you to try a new restaurant:
•Recommendations (word of mouth) (4)
•Close location to where I live (2)
•Affordable prices, cheaper than others (2)
•To discover different kinds of cuisines (1)
•Menu options (1)
Restaurant 1: Restaurant 1: Restaurant 1:
•Speed of service •Speed of service •Speed of service
(E1,G4, A) (E,G5, A) (E,G2, A)
•Courtesy of staff •Courtesy of staff •Courtesy of staff
(E,G2, A) (E,G2, A3) (E,G2, A2, P1)
•Speed of food •Speed of food •Speed of food
(E,G3, A2) (E,G3, A2) (E,G2, A2,P1)
•Cleanliness •Cleanliness •Cleanliness
(E,G3, A2) (E,G3, A2) (E,G1, A4)
•Location (E1,G1, •Location (E,G2, •Location (E,G2,
A3) A3) A2, F1)
•Price (E,G2, A3) •Price (E,G3, A2) •Price (E,G3, A2)

*E: Excellent; G:Good; A:Average; F:Fair; P:Poor

conclusion
•Almost respondent consider quality as a important point while choosing a
restaurant .

•People mostly opt for word of mouth in regards to selecting restaurants.

•Students consume several times a week

•Most of the responders pay in excess of 50 birr per person

•People often eat together either with partners, friends or relatives.

•Most of the respondents limited themselves towards good and fair in their
ratings of the establishments. This might indicate that service quality, price
and other components within the establishments are similar and as such
had a lukewarm perception .
Questions, thoughts and
suggestions
Thank Thank
you you!!!