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Chapter #1 Introduction
Restaurants are involved in retail sale of prepared foods and beverages for on-site or immediate consumption, such as fast-food restaurants, diners, refreshment stands, and full-service restaurants. Caterers and institutional food service establishments are also included in this category. Now days even in Pakistan we observe no of restaurants have enterd in food industry. Their main focus is to provide customers with quality food in reasonable prices in a sophisticated environmrnt so the customers are very much delighted. Ofcourse consumers income level matters a lot, in the beginning only upper class people preferred to go to restaurants but we see now a days an increasing trend of middle class people in restaurants. Consumers prefer to go to restaurants because it saves our lot of time of preparation and serving of food. Moreover variety of meal is available. In our research we will discuss the main factors that influence consumers that they prefer restaurants. The main factors could be socioeconomic level, media influence, brand loyality and society influence. We will also demonstate the hygiene effects of restaurants on consumers health, how requently they go for restaurants and to what extent restaurants are successful in satisying consumers expectations.

Key words
Prompt services, Individualized attention, Incomes, Status symbol, Rationality, Association and Motivation, Nutritional concerns, Brand Loyalty, Ambiance, Core Culture Values, automation

Title
Influence of restaurants on consumers eating behavior

Research question
What is the influence of restaurants on consumer eating behavior,whether it is positive or negative? How consumers think, feel perceive restaurants in their daily lives? Has it become necessary or optional?

Influence of restaurants on consumers eating behavior

Objectives of this study

Food is being a basic necessity in life. The major part of living people frequently visits restaurants. There has been an increase in number of visitors because of increase in the income of young generation. There are some objectives of this study that why we doing this research are as follows: Determine the factor that affect the demand function for restaurants. We want to find out some management issues which are prevailing in the current scenario. We want to recommend some managerial policies to stimulate the demand of restaurants. It would be observed that standard of living increase the frequent restaurant goers or not? We want to study that in now a days restaurants focus on price or quality of product? While ordering food and drinks in a restaurant, people tend to follow a predictable pattern? Majority of the Consumers are static in food or variety seekers? Want to identify the complainers.

Research hypothesis Null Hypothesis

There is a significant relationship between choice of restaurant and consumers eating behavior.

Influence of restaurants on consumers eating behavior

Alternative hypothesis
There is not a significant relationship between choice of restaurant and consumers eating behavior.

Chapter #2 Literature review

A literature review discusses published information in a particular subject area, and sometimes information in a particular subject area within a certain time period. Our topic is influence of restaurants on consumers eating behavior. Our organization is Pizza hut, Kfc, Shangrila cuisine and Zenzi Bar. Food is being a basic necessity in life. The major part of living people frequently visit restaurants has been an increase in number of visitors because of increase in the income of young generation. For this research we consider different articles. By study of these articles we develop literature review. Over the last decade consumers health consciousness is becoming an important factor driving the agro food market. Healthier food products have entered the global markets with force in the past years and rapidly gained market share. Consequently, the food industry has reacted to this trend by developing a growing variety of new products with health-related claims and images, including organic and functional foods that are selected by consumers for their health-promoting properties. Currently, the healthy foods and drinks market is performing well, in terms of innovation and market penetration. Different researches conclude that a better understanding of consumers' perception of healthy foods and its determinants are key success factors for market orientation and development and for successfully negotiating market opportunities. The research proposes a survey of 30 consumers in order to understand attitudes towards healthy foods, with particular reference to organic and functional products, through the implementation of a cluster analysis. The main aim of this research is to derive indications that may contribute to better strategic and tactical marketing decisions. The findings of this study are also important for government bodies interested in designing public health programs.

Influence of restaurants on consumers eating behavior

Factors
Consumer demographics and lifestyles are distinctly altering eating out behavior. Changes in the structure of family households will continue to influence the industry. Health and nutrition also affect the eating behavior of consumers. Children play an important role in dining-out decision making. Their decisions affect the choice of restaurant. Incomes of the people also affect the eating behavior of the people. Now a day many people prefer convenience against price for example home delivery. Standard of living increase the frequent restaurants visit.

Commodity consumption behavior in eating places is heavily influenced by design factors, either its atmosphere or serving facilities. The preferences of eating places are influenced by the social class of people. The study aims to gain insight on peoples behavior at restaurants and cafes associated with the design of the eating places. Based on the observations made on three eating places, there are different eating place preference behaviors. Besides its design and facilities, however, there are two types of eating places, which are used either to consume the food served or to enjoy the atmosphere of the place.

Conclusion
According of this literature review we can conclude that now a days nutrition and health is the first priority of the consumers and they focus on quality of the product. And price of pizzas and incomes of the people majorly influence the eating behavior of the consumers. And environment is influenced the frequent purchase of the product.

Influence of restaurants on consumers eating behavior

Chapter #3

METHODOLOGY
Our methodology regarding the basic frame work of research and sampling techniques will be following

Research design
We will use a combination of qualitative and quantitative tools to get the more accurate and precise results.

Qualitative methods
In qualitative methods our focus is on the depth interviews, we will conduct detailed and informative interviews with the both the management and visitors of the restaurants.

Quantitative method
In quantitative methods we will go for following methods and data collection instruments Observations Telephonic interview surveys Questionnaires Scaling Customer satisfaction measurement tools Complaint analysis techniques

Sampling techniques and data collection

For collecting the required data in detail and exact form we have drawn proper frame work, which will guide us from beginning to the final conclusion and it is given below

Influence of restaurants on consumers eating behavior

Population of study
We are going to study the influence of restaurants on consumers buying behavior so our population includes all restaurants going people irrespective of gender and age etc all human beings who visits restaurants are our targeted population.

Sampling method
we have selected non-probability sampling method. And further we have decided to go for convenience sampling technique of study, it will guide us through the whole research process.

Restaurants for data collection

The reference restaurants selected by us to collect the information from targeted sample are PIZZA HUT SHANGRILA CUISINE ZENZI BAR KFC

Sample size
We will collect the data from each restaurant visitors and our sample size will be from 10 to 15 samples from each restaurants. So our total sample size observed and from whom data will be collected will be almost from 30 to 45.

Influence of restaurants on consumers eating behavior

Chapter #4

SPSS Work
Frequency Table
Gender of the respondent
Cumulative Frequency Valid 1 2 Total 16 14 30 Percent 53.3 46.7 100.0 Valid Percent 53.3 46.7 100.0 Percent 53.3 100.0

Age of respondent
Cumulative Frequency Valid 1 2 4 Total 10 16 4 30 Percent 33.3 53.3 13.3 100.0 Valid Percent 33.3 53.3 13.3 100.0 Percent 33.3 86.7 100.0

Restaurant they visit

Cumulative Frequency Valid pizzahut kfc shangrilla cuisine zengibar Total 9 6 11 4 30 Percent 30.0 20.0 36.7 13.3 100.0 Valid Percent 30.0 20.0 36.7 13.3 100.0 Percent 30.0 50.0 86.7 100.0

Influence of restaurants on consumers eating behavior

How often they visit

Cumulative Frequency Valid weekly monthly semi-annually Total 7 21 2 30 Percent 23.3 70.0 6.7 100.0 Valid Percent 23.3 70.0 6.7 100.0 Percent 23.3 93.3 100.0

Price indicator of quality

Cumulative Frequency Valid strongly agree agree neither agree nor disagree Total 8 18 4 30 Percent 26.7 60.0 13.3 100.0 Valid Percent 26.7 60.0 13.3 100.0 Percent 26.7 86.7 100.0

Feel special by visiting or not

Cumulative Frequency Valid strongly agree agree neither agree nor disagree disagree Total 4 18 4 4 30 Percent 13.3 60.0 13.3 13.3 100.0 Valid Percent 13.3 60.0 13.3 13.3 100.0 Percent 13.3 73.3 86.7 100.0

Influence of restaurants on consumers eating behavior

How promptly they give service

Cumulative Frequency Valid strongly agree agree neither agree nor disagree Total 9 16 5 30 Percent 30.0 53.3 16.7 100.0 Valid Percent 30.0 53.3 16.7 100.0 Percent 30.0 83.3 100.0

Individual attention
Cumulative Frequency Valid strongly agree agree neither agree nor disagree disagree Total 4 20 5 1 30 Percent 13.3 66.7 16.7 3.3 100.0 Valid Percent 13.3 66.7 16.7 3.3 100.0 Percent 13.3 80.0 96.7 100.0

Income of the consumer

Cumulative Frequency Valid strongly agree agree neither agree nor disagree disagree strongly disagree Total 6 6 7 10 1 30 Percent 20.0 20.0 23.3 33.3 3.3 100.0 Valid Percent 20.0 20.0 23.3 33.3 3.3 100.0 Percent 20.0 40.0 63.3 96.7 100.0

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Status symbol
Cumulative Frequency Valid strongly agree agree neither agree nor disagree disagree strongly disagree Total 15 6 4 3 2 30 Percent 50.0 20.0 13.3 10.0 6.7 100.0 Valid Percent 50.0 20.0 13.3 10.0 6.7 100.0 Percent 50.0 70.0 83.3 93.3 100.0

Rational decision making

Cumulative Frequency Valid strongly agree agree neither agree nor disagree diagree Total 9 17 1 3 30 Percent 30.0 56.7 3.3 10.0 100.0 Valid Percent 30.0 56.7 3.3 10.0 100.0 Percent 30.0 86.7 90.0 100.0

Motivation through ads

Cumulative Frequency Valid strongly agree agree neither agree nor disagree disagree strongly disagree Total 10 11 6 2 1 30 Percent 33.3 36.7 20.0 6.7 3.3 100.0 Valid Percent 33.3 36.7 20.0 6.7 3.3 100.0 Percent 33.3 70.0 90.0 96.7 100.0

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Nutritional concerns
Cumulative Frequency Valid strongly agree agree neither agree nor disagree diagree Total 9 16 4 1 30 Percent 30.0 53.3 13.3 3.3 100.0 Valid Percent 30.0 53.3 13.3 3.3 100.0 Percent 30.0 83.3 96.7 100.0

location attraction
Cumulative Frequency Valid strongly agree agree disagree Total 15 13 2 30 Percent 50.0 43.3 6.7 100.0 Valid Percent 50.0 43.3 6.7 100.0 Percent 50.0 93.3 100.0

Home delivery
Cumulative Frequency Valid strongly agree agree neither agree nor disagree disagree Total 4 14 7 5 30 Percent 13.3 46.7 23.3 16.7 100.0 Valid Percent 13.3 46.7 23.3 16.7 100.0 Percent 13.3 60.0 83.3 100.0

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Effect of brand loyalty

Cumulative Frequency Valid strongly agree agree neither agree nor disagree Total 4 23 3 30 Percent 13.3 76.7 10.0 100.0 Valid Percent 13.3 76.7 10.0 100.0 Percent 13.3 90.0 100.0

Ambience impact on perception

Cumulative Frequency Valid strongly agree agree neither agree nor disagree disagree Total 7 18 3 2 30 Percent 23.3 60.0 10.0 6.7 100.0 Valid Percent 23.3 60.0 10.0 6.7 100.0 Percent 23.3 83.3 93.3 100.0

Decision impact on selection of restarurant

Cumulative Frequency Valid strongly agree agree neither agree nor disagree disagree Total 10 13 5 2 30 Percent 33.3 43.3 16.7 6.7 100.0 Valid Percent 33.3 43.3 16.7 6.7 100.0 Percent 33.3 76.7 93.3 100.0

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Cultural values change

Cumulative Frequency Valid strongly agree agree neither agree nor disagree disagree Total 4 21 2 3 30 Percent 13.3 70.0 6.7 10.0 100.0 Valid Percent 13.3 70.0 6.7 10.0 100.0 Percent 13.3 83.3 90.0 100.0

Preference to frozen food

Cumulative Frequency Valid strongly agree agree neither agree nor disagree disagree Total 3 10 8 9 30 Percent 10.0 33.3 26.7 30.0 100.0 Valid Percent 10.0 33.3 26.7 30.0 100.0 Percent 10.0 43.3 70.0 100.0

Impact of impression on subsequent decision

Cumulative Frequency Valid strongly agree agree disagree strongly disagree Total 8 18 2 2 30 Percent 26.7 60.0 6.7 6.7 100.0 Valid Percent 26.7 60.0 6.7 6.7 100.0 Percent 26.7 86.7 93.3 100.0

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Tendency towards motivation

Cumulative Frequency Valid strongly agree agree neither agree nor disagree disagree strongly disagree Total Missing Total System 10 11 5 2 1 29 1 30 Percent 33.3 36.7 16.7 6.7 3.3 96.7 3.3 100.0 Valid Percent 34.5 37.9 17.2 6.9 3.4 100.0 Percent 34.5 72.4 89.7 96.6 100.0

CORRELATIONS /VARIABLES=Restaurant Visit Price Income Rationality /PRINT=TWOTAIL NOSIG /MISSING=PAIRWISE.

Correlations
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restaurant they visit

restaurant they visit Pearson Correlation Sig. (2-tailed) N how often they visit Pearson Correlation Sig. (2-tailed) N price indicator of quality Pearson Correlation Sig. (2-tailed) N 30 .102 .592 30 -.034 .857 30 .134 .481 30 .399* .029 30 1

how often they visit

.102 .592 30 1

price indicator of quality

-.034 .857 30 -.069 .718

income of the consumer

.134 .481 30 -.214 .256 30 -.262 .162

rational decision making

.399* .029 30 -.175 .356 30 .236 .210 30 .150 .428

30 -.069 .718 30 -.214 .256 30 -.175 .356 30

30 1

30 -.262 .162 30 .236 .210 30

30 1

income of the Pearson Correlation consumer Sig. (2-tailed) N rational decision making N Pearson Correlation Sig. (2-tailed)

30 .150 .428 30

30 1

30

Correlation is significant at the 0.05 level (2-tailed).

Regression

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Model Summary
Adjusted R Model 1 R .979a R Square .958 Square .853 Std. Error of the Estimate .413

a. Predictors: (Constant), tendency towards motivation, motivation through ads, preference to frozen food, how often they visit, price indicator of quality, home delivery, nutritional concerns, rational decision making, cultural values change, income of the consumer, effect of brand loyalty, feel special by visiting or not, status symbol, how promptly they give service, age of respondent, impact of impression on subsequent decision, decision impact on selection of restarurant, individual attention, location attraction, ambience impact on perception

ANOVAb
Model 1 Regression Residual Total Sum of Squares 31.187 1.365 32.552 df 20 8 28 Mean Square 1.559 .171 F 9.140 Sig. .002a

a. Predictors: (Constant), tendency towards motivation, motivation through ads, preference to frozen food, how often they visit, price indicator of quality, home delivery, nutritional concerns, rational decision making, cultural values change, income of the consumer, effect of brand loyalty, feel special by visiting or not, status symbol, how promptly they give service, age of respondent, impact of impression on subsequent decision, decision impact on selection of restarurant, individual attention, location attraction, ambience impact on perception b. Dependent Variable: restaurant they visit

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Chapter #5
Coefficients
Standardized Unstandardized Coefficients Model 1 (Constant) age of respondent how often they visit price indicator of quality feel special by visiting or not how promptly they give service individual attention income of the consumer status symbol rational decision making motivation through ads nutritional concerns location attraction home delivery effect of brand loyalty ambience impact on perception decision impact on selection of restarurant cultural values change preference to frozen food impact of impression on subsequent decision tendency towards motivation B 9.772 1.678 3.547 -1.401 -.257 -1.306 -.566 .083 -.591 -1.343 .006 -1.722 -1.247 .301 1.720 1.507 Std. Error 1.603 .368 .628 .403 .165 .246 .377 .135 .139 .422 .263 .308 .406 .189 .539 .516 1.469 1.616 -.831 -.208 -.815 -.353 .091 -.718 -1.100 .006 -1.233 -.948 .264 .795 1.088 Coefficients Beta t 6.095 4.556 5.645 -3.474 -1.559 -5.303 -1.501 .613 -4.261 -3.179 .023 -5.600 -3.071 1.592 3.188 2.923 Sig. .000 .002 .000 .008 .158 .001 .172 .557 .003 .013 .982 .001 .015 .150 .013 .019

-.391 -2.389 -.899 -.435 .373

.291 .474 .283 .249 .203

-.296 -1.749 -.805 -.418 .369

-1.343 -5.042 -3.180 -1.747 1.840

.216 .001 .013 .119 .103

a. Dependent Variable: restaurant they visit

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Conclusions/ Findings
We have selected some key variables that affect the choice of restaurant. We had a sample size of 30 due to our limitations. Out of these, 30 % prefer Pizza hut, 37% prefer Shangrilla, and 20% prefer KFC whereas 13% visit Zengibar. We have calculated the frequencies of various variables, the bivariate correlation and the multiple regressions which are analyzed in the following. A greater proportion of respondents visit these restaurants once a month and some visit once a week. 60% of the consumers consider that price is the determinant of the quality of the restaurants and the same percentage feel special by visiting the restaurant. Almost 67% are in favor of and consider that the restaurants give them special attention during their visit. A greater percentage of the consumers disagrees that the consumers income levels are reflective of their choice of the restaurant but still they consider the choice of the restaurant as the status symbol for the consumers. A considerable portion of the respondents testifies that they are motivated by the advertisements of the restaurants to visit the particular restaurant. 53% of them consider the nutritional concerns as a main factor while deciding about the restaurant to be visited. Brand loyalty, ambience and cultural impact are also considered by a major percentage of the respondents while making the selection of the restaurant. 60% agree and 27% respondents strongly agree that the impression that they have in the first visit about the restaurant is the key factor in making a subsequent visit to the same restaurant. Then, the simple or bivariate correlation of some key variables was computed. Most of these correlations are quite insignificant which suggest that when these variables are studied individually, they do not give a good prediction of the behavior of the consumers. Very few of these simple correlations are significant. This problem is solved by calculating the linear regression which studies the effect of a host of independent variables on a dependant variable. The calculations that we have performed here include the choice of restaurant as the independent variable, and several other factors as the independent variables such as motivation through ads, price, nutritional concerns, income level of consumers, promptness of service, individual attention, ambience, location etc. the value of R i.e. the regression coefficient is 0.979 which is quit close to 1. This shows that a very strong and significant correlation and indicates that the

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selected variables when viewed together give a very strong prediction about the behavior of the consumers while choosing a restaurant. The R Square has a value of 0.958 which means that almost 96% variance in the choice of restaurants can be predicted through these variables when studied together. So there are very minimum factors outside the selected variables that may cause a variation in the choice of the restaurant. So our study, despite being at a smaller level and having a small sample, is till quite significant in predicting the choice of restaurants in the consumers.

Influence of restaurants on consumers eating behavior