Diners purchase behaviour towards restaurants serving Indian food a study of Punjab

Abstract

How people choose a particular restaurant depends on many factors and circumstances, and the motives for the consumption of food and beverages can also differ(Chua et al., 2020). Few food types are consumed for hedonic pleasure, whereas others are consumed mainly for their functional, dietary value. The factors for the selection of restaurants can range from the taste of food, service quality, price and offers, and even the view from the window of a restaurant and many more. In addition, the effect of different demographic variables on similar factors may also be different. This study is an attempt to explore key factors that play a key role in the purchase behaviour of Indian diners towards restaurants serving Indian food and the role of their purchase behaviour on their future choice making. newline