Consumer choice and segmentation using determinant attribute analysis: Case of Hong Kong restaurant industry
研究通过决定性属性分析法，发现香港消费者选择餐厅时，食品质量和类型虽是关键，但氛围、位置等次要属性常决定最终选择，且偏好因餐厅类型、场合、年龄和职业而异。
Determinant attribute analysis technique that isolates critical product attributes, can be useful marketing tool for organizations hoping to penetrate new markets. This paper uses restaurants in Hong Kong as an example. Whilst consumers say that food quality and food type are the critical variables for restaurant selection, once a choice set appropriate to the occasion and segment has been evoked, restaurants ambiance, location prestige, and other 'lesser' choice variables may be the deciding factors in the final restaurant choice. The four restaurant types which emerged from the study are; fine dining/gourmet; theme/atmosphere; family/popular; and convenience/fast-food restaurants. Occasional factors for dining-out were a celebration; social occasion; business need; and convenience or quick meal. The results indicate that customers perceptions and therefore their preferences of choice variables varied considerably by restaurant type dining-out occasion, age, and occupation. For example, segment groups 25-34 and 35-44 year olds showed clear preferences for ambiance or mood creating restaurants, whilst 45-55 year olds showed clear preferences for quality of food, as their determinate attributes in final restaurant selection. The study highlights that the importance of perceivably unimportant attributes can determine customers final restaurant choice. It is suggested therefore that the quality of food and type of food should not be the only attributes underpinning the restaurateurs marketing strategies in Hong Kong.