Restaurant Selection Behaviour among Young Adult Consumers – An Empirical Study in Coimbatore District, Tamil Nadu, India

Abstract

                In India,young-adult consumers today form a major a part of the market segmentation. These young adult consumers have their own style and choice of selecting restaurants for various occasions. Though there are number of restaurants, people select and continue to visit some specific restaurants for some specific reasons. The ultimate aim of this paper is to determine young adult consumers’ influential factors in restaurant selection and also their preferred restaurant type and service type. By determining these things various insights and suggestion can be provided to restaurateurs to attract and retain more consumers. For this study totally 17 factors were identified and demographics factors were also included based on the literature review.A self-contained questionnaire was prepared to collect the data primarily from 500 respondents who were majorly IT employees and college students in Coimbatore district of Tamil Nadu. Findings of this study expresses that cleanliness, privacy, quantity provided, food quality& taste are the major factors which make the young consumers to select the restaurants. It is also found that fine dine restaurant is mostly preferred by the young adult consumers and they prefer waiter services in the restaurant. It is also suggested to the restaurateurs to focus on these factors to attract and retain regular customers.