Assessing the Importance of Health in Choosing a Restaurant: An Empirical Study from Romania
Assessing the Importance of Health in Choosing a Restaurant: An Empirical Study from Romania
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DOI：
10.3390/ijerph16122224
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发表时间：
2019-06-02
影响因子：
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通讯作者：
Dumitras, Diana E.
中科院分区：
文献类型：
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作者：
Chiciudean, Gabriela O.;Harun, Rezhen;Dumitras, Diana E.
在罗马尼亚餐厅市场的惊人增长的背景下，管理人员有必要分析与餐厅选择相关的决策过程，以获得竞争优势，这可以通过更好的细分和适当的目标来实现。主要目标是通过评估健康问题在这一过程中的作用和确定消费者的餐馆概况，确定影响餐馆选择的主要因素。进行了一项调查，使用面对面的访谈作为接触方法，以确定在克卢伊-纳波卡市的消费者认为重要的主要因素，在决策过程中与餐厅选择。主成分分析（PCA）进行分组的属性。通过使用k-means方法的非层次聚类分析被用来定义样本中的不同群体并识别共同特征。结果表明，分析的餐厅市场主要由三个部分的消费者，其中最大的是由“健康寻求者”：一组年轻妇女与中等和低收入。因此，在餐厅内消费健康膳食的可能性是他们在选择餐厅的决策过程中最重要的因素。本研究具有重要的管理意义。餐厅经理应该承认，这个过程代表了设计餐厅概念的起点，因为这种类型的信息是管理决策的基础。另一方面，这项研究提供了有关消费者对食品看法的重要信息，这种看法最近发生了重大变化，特别是在健康非常重要的年轻消费者群体中。
In the context of a spectacular growth of the Romanian restaurant market, it has become a necessity for managers to analyze the decision-making process related to restaurant selection toward obtaining a competitive advantage, which can be achieved through better segmentation and adequate targeting. The main objectives involved the identification of the main factors that influence restaurant selection by evaluating the role that health concerns play in this process and identifying consumers' restaurant profiles. A survey was conducted using face-to-face interviews as the contact method, in order to identify the main factors considered important for consumers in the city of Cluj-Napoca in the decision-making process related to restaurant selection. Principal component analysis (PCA) was conducted to group the attributes. The non-hierarchical cluster analysis through the use of the k-means method was used to define different groups within the sample and identify common features. Results suggest that the analyzed restaurant market is dominated by three segments of consumers, of which the largest is represented by "health seekers": a group of young women with medium and low incomes. As such, the possibility of consuming healthy meals within a restaurant is the most important factor for them during the decision-making process for restaurant selection. The present study has important managerial implications. Restaurant managers should admit that this process represents the starting point in designing restaurant concepts, as this type of information is fundamental for management decisions. On the other hand, the study offers important information regarding consumer perception of food, which has recently changed significantly, especially in the segment of young consumers to whom health is very important.