Buying Behavior of Consumers in Dining and Restaurant Industry in Aust

Question: Analyze the buying behaviour of consumers in dining restaurant industry in Australia. Answer: 1. Introduction The restaurant industry has been growing strong over the parts few years owing to the change in the social trends. The industry in Australia is expected to grow at an annual rate of 6.2% to total of over $13.1 million (ibisworld.com 2016). Owing to the busier lifestyle and reducing leisure times, the customers are showing huge interest by turning at restaurants for their meals. The restaurants have helped the customers to save their precocious time allowing them to combine dining with their leisure time. These treads in the industry are expected to continue in the future with the annual growth of the revenue and assisting profitability as well. 2. Literature review Food quality Food quality can be defined as the important element in the restaurants that is no consensus on the attributes constituting the food quality. According to Ryu, Lee and Kim (2012), the food quality of the attributes depend on the food type and the food preferences of the individuals. Zhu et al (2013) postulates that the consumers are usually poor and are confused at predicting the food quality and are unable to confirm for a particular food product on their own expectations. According to Carpenter, Lyon and Hasdell (2012), the food quality can be defined by various dimensions in respective of the perceptions of the customers. Thus, it becomes very difficult for the managers to meet with the expectations of the customers in respective of the food quality which is inconsistent and varied from the differ perspective. In this regard, Fox, M.J., (2013) postulated that the totality of characteristic and features of a service or product bear an ability to satisfy the implied needs of the cus tomers. Service quality Most of the operators of the restaurant attempt to maintain their survey in the comparative market through their enhance customer standard which enables them in providing them with satisfaction. Thus, higher level of service quality of the restaurants helps it in positioning in the competitive market place. According to Sweeney et al. (2016), the restaurant providing great service to the customer has a greater competitive advantage over the other competitors in the industry. According to Amin et al (2013), the service quality of a restaurant can be measured by the five service dimensions including the reliability, tangibility, responsiveness, reliability, empathy banded insurance. Restaurant environment With the level of dining experience to be faying at a higher level, people are going for eating out more often and the expectation of the customers towards the quality level of the restaurant has gone up. Most of the researchers are of the opinion that making the atmosphere innovative and pleasant is very crucial for the success of a firm. Greve (2014) postulated that the ambience and atmosphere of a restaurant is almost of the same importance as the food being provided in the same. This is because the surrounding or environment of a restaurant would be helping in creating an expectation of dining experience even prior to serving the customers. Customer satisfaction The customer satisfaction is defined as the feeling of pleasure for disappointments which helps in resulting on the influencing the perception of the customers by comparing the perceived perforce of a particular product in respective of his or her expectations. According to Navickas et al (2014), the customer satisfaction is an important aspect of the past, present and future of a particular restaurants which helps in determining the retention for the customers. In the modeling satisfaction, the two general conceptualization of satisfaction includes the cumulative and transaction specific satisfaction. Revisit information The intention can be referred to as the subjective judgments of an individual to behave in a certain way. According to Kim and Cho (2014), the revisiting intention can be defined as the behaviors and repurchase intentions that help in demonstrating the willingness for disseminating the willingness for positive information in response for the service being provided. According to the authors the various factors which influences the customers to revisit the restaurants include the quality, value, environment, and status faction as the attributes related to the restaurants (Kim and Cho 2014). 3. Research questions What are the requirements of a good restaurant for dining? What are your preferences? Is the quality of food excellent? Is the service being provided to be of standards nature? Are the employees courteous and friendly? Are the prices competitive? Is the restaurant good for its value and service? 4. Research methodology and techniques The research methodology incorporates the systematic as well as primary procedural structure for driving the entire research towards the appropriate direction. The entire research process deals in the evaluation of the perceptions of the customers in respective of the dining and thus, the researcher would be requiring conducting descriptive design, positivism philosophy, primary data collection, as well as deductive approach for meeting up with the objectives of the research study (Brown and Stowers 2013). The researcher also needs to adapt the qualitative and quantitative approach for acquiring usefully information related to the research study owing to the non- probability approach which the researcher needs to be following while conducting the designates survey. The researcher also requires incorporating the research philosophy, which would enable him to seize the parameters that would be affecting the implementation process related to the evaluation of the perception of the customers in respective of their dining and restaurants. The positivism philosophy heels in describing the insight analysis of the research topic such that to enable rah researcher to conduct the entire research process in and effective manner. With the approach, the researcher is able to identify the significant real facts related to the research process. 5. Project Plan Milestones Outline Number Task Name Duration Start Finish Predecessors 1 Research proposal for evaluating perception of customers in respective of dining and restaurant in Australia 170 days Mon 6/6/16 Fri 1/27/17 1.1 Selection of research topic 10 days Mon 6/6/16 Fri 6/17/16 1.1.1 Finding of the research topic 1 wk Mon 6/6/16 Fri 6/10/16 1.1.2 Reviewing on the topic being selected 1 wk Mon 6/13/16 Fri 6/17/16 3 1.2 Literature review 40 days Mon 6/20/16 Fri 8/12/16 4 1.2.1 Reviewing different views in literature 1 mon Mon 6/20/16 Fri 7/15/16 4 1.2.2 Summarizing the reviews 1 mon Mon 7/18/16 Fri 8/12/16 6 1.3 Implementation of research methodology 20 days Mon 8/15/16 Fri 9/9/16 7 1.3.1 Identifying the appropriate research methodology suitable for the research topic 2 wks Mon 8/15/16 Fri 8/26/16 7 1.3.2 Implementing the selected methodology 2 wks Mon 8/29/16 Fri 9/9/16 9 1.4 Data collection 40 days Mon 9/12/16 Fri 11/4/16 10 1.4.1 Identifying the primary and secondary sources of data 1 mon Mon 9/12/16 Fri 10/7/16 10 1.4.2 Implementing appropriate data collection technique 1 mon Mon 10/10/16 Fri 11/4/16 12 1.5 Data analysis 40 days Mon 11/7/16 Fri 12/30/16 13 1.5.1 Identifying appropriate tools and technique for conducting the analysis 1 mon Mon 11/7/16 Fri 12/2/16 13 1.5.2 Summarizing the findings from the analysis of the data being collected 1 mon Mon 12/5/16 Fri 12/30/16 15 1.6 Final report submission 1 mon Mon 1/2/17 Fri 1/27/17 16 Table 1: Milestone for the research proposal Source: Created by author Gantt chart Part 1: Part 2: 6. Description of the research process The research process incorporates the provision of the enhanced view of the research related to the research topic. The significant approaches include the deductive and inductive approach. It is necessary to mention that the inductive approach is able to provide an emphasized approach to the researcher in order to collect and observe data in order to analyze the same in a cohesive manner and use them as an essential tool for developing the potential. Theories that are related to the research study. The inductive approach would be helping in analyzing the data being collected in data collection method in a cohesive manner for developing the potential theories that are related to the research study (Taylor, Bogdan and DeVault 2015). The deductive approach is helpful in selecting he theories related to the research topic for conducting the research study that are highly helpful for analysing the data as well as evaluating the theoretical evidence for the research process. 7. Data collection and analysis method Data collection The data collection process includes the conduction of the information thorough the primary and secondary data collection process related to the research topic. The research study is based on the evaluation of the perception of the customers in respective of the dining and restaurant industry in Australia (Uprichard 2013). Thus, it for the evaluation of the perception of the customers, the researcher needs to acquire the information from the respondent all around Australia based on the research questionnaires relate dot the research topic. The data being acquired in the data collection process would be helpful for the originations to enhance the quality of services that are being provided by the restaurants in Australia. Sampling method: Sampling method is the technique, which is used in gathering the significant data as acquired from the respondents being randomly selected. The sampling method requires conducting the survey implementing the non-probability approach for acquiring the responses from the responses of the respondents of the primary data collection (Taylor, Bogdan and DeVault 2015). The data collection process requires the responses of 100 respondents for conducting the survey based on the research questionnaires related to the research topic. The research questionnaire consists of the quantitative as well as qualitative questions for acquiring relevant and useful information related to the research study. 8. Expected research outcome The research study is conducted to understand the factors leading it the customer satisfaction in relation to the dining and restaurant in Australia. With the rapid growth of the e food industry, the marketing managers are facing serious challenges that might be preventing the customers to visit and revisit their respective restaurants. The research study would be enabling the managers to understand the factors and knowledge on the factors that would help in affecting the revisiting intentions of the customers. The study would also be enabling the, managers to develop the strategic plans based on the information as provided in the research process in order to satisfy and meet with the expectations of the customers. Moreover, after acquiring the useful knowledge from the research study, the organizations would be able to gain competitive advantage in order to compete with the rivalry in the same industry. 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