Eating Out: A Common Phenomenon Among Malaysians

Eating Out A Common Phenomenon Among MalaysiansEating issue is a common phenomenon among Malaysians. However, the selection of a eatery is dep curioent on the eatery variety, the consumer personality and the inlet context.With the increase in discretionary income and change in lifestyle, eat f completely stunned has become a common cognize among university students. People begin to have to a greater extent than poses in dine that lead to customer expect more from the consume places and argon more difficult to satisfy.Restaurant consumption lifestyle is very related to nutrient lifestyle. Kesic and Piri Rajh (1993) say that nutrient lifestyle mess be desribed by dint of behaviour of consumer as a function of individualist characteristics and this earth-closet be create through the social interaction of psychological and also the past experience of consumer.Dine out is known as consumption of fodder and drink eaten international the home which is not obtained from t he households stocks. Dine out is easily accesible, as in expensive hawker centers, coffee shops, air-conditi angiotensin-converting enzymed food courts and fast-food restaurants whereas consumers have the ability to choose compositors cases of food and wrong (Dittmer,2002)Restaurant consumption lifestyle among students depends on public toilet of food and also restaurant itself, traditionality of food that they serve, concerning virtually health and nutrition, surround or atmosphere at the restaurant, the variety of identity card that restaurants provided and also the monetary respect of food. diet-related lifestyle has five components fisrt is higher- state attri barelyes of food returns, second is consequences of using food product, third is shopping script, forth is meal preparation scripts and fifth is us be on situations.The striking social, economic transformation, the increases in the types, the absolute number of retail venues and the greater variety of food pro ducts stick out specify the consumer purchasing expression in restaurant consumption lifestyle. In the aspect of restaurant consumption lifestyle, the frequency that they dining outside of the home can view as an idea what make them to eat out, with whom they usually go to dine out, where the location that they prefer and why they choose that place.Dine out is not an option for those who ar exclusively has a limited time, it is also has become the indulgent prime(a) for those who like to obtain new eating environmnet, ever-changing of menu, and for people who want to spend time with friend, colleagues or family. In order to fulfill the indigences, peoples bequeath patronize food overhaul establishment. People have certain evaluative food do establishment criteria in their mind, such as the quality of the food and service provided ambience and the price.1.2 Problem teachingRestaurant consumption lifestyle is very general if we want to discuss among all types of consumers. However, in this research will try to understand about the restaurant consumption lifestyle surrounded by devil major ethnic groups of university students. This research will come out what the want purchasing among two races in restaurant selection criteria.Besides that, this research will find out what type of snub nowadays consumers preferred to go to the restaurant, for illustration what the restaurant selection criteria of restaurant consumers more preferred, why they choose that restaurant, when usually they go there, what they expect when they go to the restaurant and with whom they usually go there.These studies have addressed issues such as the family among consumer behaviour, the demand pattern of restaurant consumption lifestyle and factors influencing consumer purchasing behavior. All of these issues argon related with restaurant consumption lifestyle between two races of students because these issues are more to social science and behavior of consumers.1.3 Objecti vesThe objectives of this study areTo investigate the restaurant consumption lifestyle between two ethnic groups of university students.To control the motivation purchasing in consuming their meal at restaurant.To determine the remainder of restaurant selection criteria in normal and superfluous dining out occasion.1.4 Research QuestionsSpecifically two basic research questions underline this studyDoes the consumer behavior influence in the restaurant consumption lifestyle?Is it have differences between two ethnics group of university students in restaurant consumption lifestyle?What the motivation purchasing in restaurant consumption lifestyle between Malay and Chinese students?1.5 Significance of the StudyThis paper consists of information on consumers consumption pattern and factors that influence consumers purchasing decision. Indirectly, can understand why university student select one restaurant over the other, the marketer can use marketing strategy beliefively to gain m arket and profit.Besides that, managers also can understand the minute factors that influence customers behavior, loyalty and happiness in the food service industry and help them to improve in critical discussion section or areas.All the factors that effect consumers eating out in food service establishment may also directly affect the profitability of the food service operations. Therefore, this study is key to investigate the factors contributing to overall customers satisfaction and repurchase behavior. A food service manager desires to understand this relationship in order to call forth their customers need and satisfaction.CHAPTER 2LITERATURE REVIEW2.1 Eating OutIn this study, restaurant consumption lifestyle related with the contemporary patterns and the symbolic association of eating out and also related with patterns to social and demographic characteristics of households. Eating out has important implications for comprehensive understanding of nations diet. Eating out become famous trend in many peoples lives now (Koo et al, 1999).Eating out is familiar among single-parent household and also career woman (Elmont, 1995). agree to Finkelstein (1989), eating out can give the leisure motive of what they seeing and being seen in public also it can give the entertained by others. Britain showed that consumers increasingly consume their food outside the home (Driver, 1983). As a proportion of food expanding, eating away from home has been increasing since 1950s.Food and its consumption can examine at some(prenominal) different levels and these will depend for ones purpose, whereas attention needs to focus of the following nutrients, ingredients, dishes, meals and cuisine. Eating out has both practical and symbolic significance. People eating out because sometimes out of their necessity and sometimes they eating out because of for pleasure.British Family Expenditure Survey had suggested that people eating out depends on their modes and could be evinc e through food consumption (Warde Tomlinson, 1995). The recent official data in UK stated that difference in the social group will give the results difference in the frequency of eating out. The income, age, gender, region, class and household composition will influence consumer eating out.The major leisure motive of eating out can based on Mills belief which is relates to the psychological needs of human being (Mill, 2001). Eating out more than to preventing from suffering because of not enough food. In this research, results can support that people truly enjoy eating when psychologically as a part of leisure motive.In addition, the another aspect of motivation on what causes of behavior, Herzbergs two-factor theory such as hygienics factors and motivation can be apply in finding the results. Lack of concern about hygiene factors can cause of customer dissatisfaction.Eating out had its role in modern consumption (Warde and Martens (1998) and eating out also had its significant bec ause eating out can increase the penetration of commodification and consumer culture in everyday life. Riley (1994) stated that in Britain there were no cultural and psychological factors because consumers tend to evaluate their meal experience at the restaurant they went to.Hygiene factor direct specialist to basic consumption on inexpensive food whereas, motivator give signal for self-identity will act to motivate the customer. People whos have different meal options for different motive will produce the relationship between different types of dining experiences. This is can emphasize that meal can influence the consumers picking of a restaurant meal (June and Smith, 1087).The frequency of eating out may vary, every age group, culture group, social class, and geographical community makes eating out an important from recreation. Eating out on a large scale is an elicit phenomenon of our changing society. Specifically, eating out is defined as patronize to any foodservice establi shment by respondents of this study.In this modern society, people eating out for variety of reason, which include avoiding from boredom, to socialize, to have different type of food, taste and toilet facility ( Tom Powers. 2002).Lewis (1981) considered five factor for eating out which are food quality, menu variety, price, atmosphere and convenience factors. On the other hand, Jones (1996) identified six basic reasons as to why people eating out which are convenience, variety, labor, status, culture or tradition and impulse. public lavatoryThis factor includes those people who are away from some reason, who are physically unable to return at home during normal time and out it unification with some other leisure activity.VarietyVariety of food is an important factor to attract consumer to one food premise. People, who live in circumstances where the meal experiences are limited, such as in the hawkers stall, may choose to eat out for this reason.LaborThe desire to have someone els e to prepare food, cook, serve and wash off up a meal most certainly influences some peoples decision to dine-out.StatusBoth for personal and business reasons people may choose to touch their guess by taking them out to a fashionable and expensive restaurant.CultureEating can be seed as a part of our culture heritage and a manifestation of kinship. For example, in Malaysia, celebration of special events such as anniversaries and birthday are often associated with eating out.ImpulseThis is quite a like saying that sometimes people have to no particular reason for eating out, they do so on the spur of movement. However, impulse acquire is very significant and that it contributes to sales in the food service industry.2.2 A Theory of Motivation Consumption ValuesThis theory will discuss about consumption values, explaining why consumer choose to buy or not to buy a specific product. Also discuss why consumers choose one product type over another and why consumers choose one brand o ver another. This theory consists of five consumption values that can influence consumer excerpt behavior. The five consumption values are operative value, social value, emotional value, epistemic value, and conditional value. In making a decision, any or all of the consumption values can influence of that.2.2.1 Functional ValueFunctional value is defined as substitute(a)s capacity for functional, profitable, or physical performance. An alternative live the functional value through the utilitarian or profitable and also physical attitudes. Functional value can measured the profile of choice attributes. Generally, functional value is assumed to be the main driver of consumer choice. This assumption comes from Marshall (1890) and Stigler (1950), that strictly expressed in terms of rational economic man. Reliability, durability and price are characteristics that derived from alternatives functional value. For example, the decision to purchase food in the fine dining restaurant must based on their income and ability to buy it.2.2.2 kindly ValueSocial value is an alternatives association with one or more specific social groups and through positively and negatively stereotyped demographic, socioeconomic, and cultural- ethnic groups. The choice material bodyry can be measured in profile of social value. The choices involved tangible of highly products and also for goods or service need to be shared with others are often lead by social value. For example, consumer choose to eat at fine dining may be chosen more for social image than for their necessity. Hyman (1942) research about reference groups give tongue to that individual behavior is strongly can influence by their group membership. Rogers (1962) and Robertson (1967) also suggested that interpersonal communication and information dissemination can influence in consumer choice.2.2.3 Emotional ValueEmotional value is perceived from an alternatives capacity to arouse feelings or emotive states. An alternative s get the emotional value when specific feelings continue those feelings. The feeling which associated with the alternative can be measured in profile of emotional value. Normally, goods and service are agree with emotional responses and aesthetic alternatives. More tangible products have emotional value for example, some foods can rise the feeling of comfort through their correlated with childhood experiences. According to Dichter (1947) , carried out in motivation research that consumer choice may be lead by noncognitive and unconscious motives. A good and interesting of advertising and decoration of environment in marketing and promotion can rise the emotional responses to marketed products (Martineau, 1958 Zajonc, 1968 Kotler, 1974 Holbrook, 1983 Park and Young, 1986).2.2.4 Epistemic ValueEpistemic value is an alternatives to enhance the curiosity, provide novelty, and satisfy a desire for knowledge. Epistemic value can get from questionnaire items referring to curiosity, nove lty, and knowledge. Epistemic value usually provide the overall new experiences and the alternative can be chosen because consumer is already bored or satisfied with their current products or brand for example they want to try new type of coffee brand and they curious in visiting a new restaurant or they have desire to learn in experiencing another culture. According to (Katz and Lazarsfeld, 1955 Howard and Sheth, 1969 Hansen, 1972 Hirschman, 1980), concept of epistemic value has been influenced by theory of exploratory, novelty seeking, and variety of motives that suggested activating the product search, trial, and switching the behaviors.2.2.5 Conditional ValueConditional value is a result by an alternative of the specific situation facing the choice maker. Conditional value presence of antecedent physical or social contingencies that can enhance its functional or social value. The choice contingencies are measuring profile of conditional value. The alternatives usually depend on the situation for example, some products of food sole(prenominal) have when seasonal value or some of food only have once in a lifetime events. Many products of food have not more obvious conditional association. Hull (1963) and Howard (1969) recognized the importance of learning will take place a result of experience with a given situation.2.3 Restaurant AttributesCustomers have their own reason to want to return to any restaurant. They are constantly seeking quality, value and desirable environment away from the pressures of daily life. Offering good food and good service is not enough to attract and retain customers. To gain a competitive advantage, restaurants need to offer good value in a favorable ambience.According to Autys study (1992), there are ten factors influencing restaurant selection decision which are food type, food quality, and value for money, image and atmosphere, location, speed of service, recommend, new experience, operating hour and facilities for children. However, image and atmosphere were found to be the nett choice between restaurants which were similar, and food quality and food type were the most important factor of restaurant selection.2.3.1 Food QualityQuality of food which contain the fresh ingredients has already been rated as the most important reason why customers return to the restaurant (Brumback, 1998). Technology plays an important function to maintain the quality of food. It means computer chips in refrigerators or fryers or ice-makers need to forever and a day maintain the temperature to avoid from any waste of foods.2.3.2 PriceThe price is to paid for a service is known as the level of quality to be demanded (Davis and Vollman,1990). Therefore, dining out becomes an integral part of consumers lifestyle, experienced consumers due to their expectations with regard to quality, while seeking a better value for their budget (Cullen,1994).2.3.3 EnvironmentAmbience may give restaurants competitive edge and restaurants nee d to update their dcor and concepts if they want to attract more customers and compete with others successfully. Belman said that Today, the most important thing is design and concept. The owner of restaurant need to invest money to create a good of decoration. It can be a good enjoyable and a fun dinner for social able people.2.3.4 LocationLocation plays the main important factor in consumer decision making. It is a critical location aspect of marketing strategy. As Hughes (1996) said that Good location allow ready access, can attract large numbers of consumers and importantly alter consumer purchasing patterns. As restaurant with very similar food offerings proliferate, even slight differences in location decision represent long-term monetary commitments and changing poor locations can be difficult and costly.In a study by Bitner (1992) also found that convenience location and low prices are the top-ranked determinants of patronage.2.3.5 Service QualityNowadays, customers have a lso been concerned about the quality of service. Service quality is viewed as an antecedent to satisfaction. Since the customers interaction with the service provider and the service-producing act have a significant impact on the customers perception of service quality and subsequently influence customers satisfaction, marketing concept, such as customer satisfaction should be incorporated into the managements operational decision making process.2.4 Factor Affect Restaurant Attributes ConsiderationThe importance of the restaurant attributes accord to trio main factors which are restaurant types, dining out occasion and occupation, age and income.2.4.1 Restaurant TypesAccording to Lewis (1981), importance of restaurant attributes varied according to the four types of restaurant, which are categorized as fine dining, family, theme and convenience. Fine dining restaurant are friendliness of waiting staff, quality of food and environment. While family restaurant has top four choice v ariables are location, cleanliness, cost of food and speed of service. The theme restaurants are ambience factors, prestige, quality of food and location.2.4.2 Dining Out OccasionRestaurant chosen according to dining out occasion which are categorized as a celebration for instance birthday, a special occasion and business meal. The top three determinants variables for celebration occasion are quality of food, type of food and menu item variety. Whereas for special occasion are cleanliness, service and type of food. On the other hand, for business meal are quality of food, prestige and ambience factors (Kivela, 1997).2.4.3 Occupation, Age and IncomeKivela (1997) has suggested that the determinant choice variables also changes according to occupation, age, and income segments. Financial people make their final restaurant choice on the basis of cost of food because of limited budget, location due to convenience, speed of service and quality of food.2.4 Consumer Behavior in Food Service IndustryConsumers have potentially to deals with all ways people that may act in their role according to study about the consumer behavior ( Schiffman and Kanuk, 1991). In practice of consumer behavior there are more tends to focus upon behavior that related to searching, buying, employ the products and also services. Normally, consumer will be assumed as groups and they will be identified through geo-demographic noticeable quality and they also will take as true to have common attitudes.Food service literature consist example of segmentation surveys for example demand for different types of restaurant to different socio-economic segments. It shows that different of demographic and income will give the effect little of demand in consuming of food compared with population density of metropolitan areas.In this study the purchase behavior is related to the act of consumers towards restaurant consumption lifestyle and according to Blackwell (1998), consumer behavior in food service i ndustry always related with how people buy, when they buy, what they buy and why they buy. He also stated that consumer behavior in food service is a subcategory of marketing that combines all the elements from psychology, sociology, socio-psychology, anthropology and economics.However, Gordon (1980) was used the behavioral sciences specifically for social psychology and sociology to understand more what customers wants and needs. He mentioned that through consumers psychological backgrounds can investigate the consumers in order to establish the extent to which factors like attitudes, motives and personality traits affect buying behavior. Whereas, social can influence such as class, status and also family. These were contributed to the understanding of consumer decision making.Mattila et al. (2002) had mentioned that the purchasing of food is a complex phenomenon. This is because the food must be available when consumer wants it, always at an affordable price and quality of food is in acceptable level. All of these will arrange consumer to select the right kinds of restaurant in order to eat their food for overall well being as well as to meet nutritional requirement.Food service industry has characteristics in an obscure of the service sector which is in financial and lord services. However, Campbell-Smith (1967), it is much related with food choice and quality but at the same time food service offer meal experience to which many factors. Some of the restaurants characteristic in finding the consumers are choice and quality of food and drink, the price or value, service, atmosphere, location and convenience. (Auty, 1992 Gregoire et al (1995).However, Pettijohn et al. (1997) found the three most important for consumer in selecting the restaurant are quality, cleanliness and value. Whereas, the atmosphere in the restaurant and also the variety of menu which offered in the restaurant were not relatively important. Many studies showed that quality of food was very importance and consumers simply see the service as several factors that influenced in quality of restaurant offered.According to Kara et al. (1995), demographic of consumer will give the different expectations of the type of food served, location of restaurants and also the cost of the food they spent. Not only the attribute values concerned with consumer satisfaction, but the wide value also can concerned in consumer satisfaction for instance, the choice making in the individual at the time they purchase is very significant point that can affect in restaurant consumers satisfaction.CHAPTER 3METHODOLOGY3.1 IntroductionThis research used the qualitative method which is individual interview. The information obtained from this research is beneficial to food service industry to understand what the consumers expect from them and can help food service industry to improve the satisfaction among consumers. In order to do so, methodology and procedure were designed to ensure high quali ty and standard of the study in obtaining reliable information. This study will include the location of the study, sampling procedure, data collection procedure, and research instrument and data analysis.3.2 Location of the studyThis research need to compare the restaurant consumption lifestyle between student and working people, so the interview was conducted fully in Universiti Putra Malaysia. This place was used because there is a lot of Malay and Chinese students thus, reliable information can be obtained among the respondents.3.3 Sampling DesignThe sampling method used in this study wwas convenience sampling. This sampling method is selected because it is convenience and relatively quick. The respondent will easy to get to do the interviewing. In this study, a total of respondents are 30.3.4 Research dickIn this study, the interview question was unstructured question and the answer will depends on the respondents. However, in this research there is still have question for the respondents. Respondents were ask aboutWhere and what kind of place or restaurant they eat most often.What type of food they eat often and why they choose that type. Respondents need to describe the food due to taste, colour and appearance.In what way the food is convenience for them.What the purpose or motivation factor they eating out?If they have special dish to eat, when they will go out, what they want to eat and why they want eat it.Did they will go only restaurant that sell of the food for example they will go Italian Restaurant or Pizza Hut if they want to eat Italy food.In one week, how many times they eating at the restaurant?What the criteria they will choose if they eating at the restaurant? Why?PriceQualityConvenienceHealth3.5 Data AnalysisThis research was analyze through interview content. The data from interview need to transcribe carefully and then starting to analyze each of the respondent interview. The content analysis consists of schooling and re-reading the t ranscripts looking for similarities and differences in order to find objective and to develop categories.DSLR or a Digital Camera?DSLR or a Digital Camera? The stolon mass use television camera became available at the turn of the 20th century and can be traced back to the year 1900 and during the 20th century the tempo of technology development in cameras and photography continued at an accelerated pace much like many other key technology developments, just like how a digital camera evolved into a DSLR. My question now is if you are willing to buy a camera, should you buy a DSLR or a Digital Camera? This is a question that you need to answer for yourself and this is why I am writing this essay, for you to decide. Let us now start with their figure of speech quality, followed by their over-all performance, and finally their major differences. In DSLRs, one cannot always preview how a picture will be exposed instead, metering and experience must be relied upon, unlike in digital c ameras where in megapixel rating is the main thing to consider when determining a cameras quality. Digital cameras generally have small image sensors which mean that the quality that they produce is generally lower. This is slowly changing in some digital cameras but in comparison to DSLRs they still have a long way to go. Its worth saying however that if youre not planning on using your images for major enlargements or in professional applications that the quality of digital cameras can be more than enough for the average user, although based on the survey conducted a lot of people would rather prefer a DSLR than a digital camera regardless of their skills in photography. When it comes to over-all performance, a DSLR camera has a feature set that well suits both amateurs and more experienced photographers alike. Fast performance, implausibly detailed images, and a solid live view implementation making DSLRs an excellent choice for more experienced photographers. While DSLR cameras are perfect for professional photographers digital cameras on the other hand offers great ease of use for beginners for it packs long zooms, is compact and has a stylish body, and it is an excellent all around camera thats idea for travel and general purpose photography. Digital cameras are remarkably easy to use and produce great results when set to intelligent auto mode, but even though digital cameras seem to be easier, a legal age of the people still prefers a DSLR. One of the major differences between a DSLR and a digital camera is what prevents people from buying a DSLR, its price. Even though DSLR prices have come down each and every year, they are still significantly more expensive than digital cameras considering that you might want to upgrade your lens or you may wish to add more lenses later and that this adds to the cost of a DSLR, but 19 out of 30 people still think that the DSLR is more cost efficient. Zoom is also one major difference, since all DSLR lenses can be r emoved from the camera body, the zoom mechanism are entirely manual(a). To change the view you have to hint a ring on the lens. This manual zoom actually results in a faster zoom. You dont have to wait for the motors to move the lens and out unlike that of the digital camera, you can just twist the zoom ring as fast or as slow as you like. You can clearly see the difference between a DSLR and a digital camera when it comes to size and weight because DSLRs are heavy and sizable when you add a lens or two to your bag kit, you can end up with quite the load Unlike in a digital camera, you are simply able to slip the camera in a goop to the point of not even knowing youve got them with youThe strength of the conducted survey is that since a majority of the few people who answered the survey chose the DSLR as their opera hat choice, it is possible that majority of the people will also choose DSLR as their choice since DSLRs are very popular to beginners and pros alike. The weakness o f the survey on the other hand is that only a few people were able to answer it so we cannot fully investigate what the people really think about DSLRs and digital cameras. We cannot say that the DSLR is the best choice just because 30 people said so. Although the obvious choice for most is the DSLR but it is still best to ask individually rather than presume that the DSLR is the best choice. If you want a portable camera that takes good enough pictures that youll mainly use for small prints, for uploading pictures on facebook, and one that youll mainly shoot in auto mode, Ill probably recommend a digital camera, but if youre after the image quality and youre desire is to use the manual settings, then I highly recommend a DSLR. I also recommend people to buy a digital camera first rather than jumping into a DSLR without even knowing the basic of taking pictures.