Factors in Consumer Dining Patterns - Dining Experience in Red Year Hotel - Case Study Example

Factors in Consumer Dining Patterns: Dining Experience in Red Year Hotel Name of University Submitted by Names: Tutor: Date Factors in Consumer Dining Patterns: Dining Experience in Red Year Hotel Introduction Dining consumption behavior refers to activities that relates to the dining consumers’ processes of purchasing their dining products and making decisions to conduct the activities involved. Various consumption behaviorists concur that consumers follow predictable patterns when ordering drinks and foods (Delbert, Roger and Kenneth 2003). They add that empirically, consumers have shown both variety seeking and conformist tendencies. In this respect, their studies indicate that although consumers may try to seek various alternatives, they will conform to the same kinds of foods (Ragozzi 2000). It has been established that social factors will impact on a person either directly or indirectly and either subconsciously or consciously. It happens even when one eats alone, because it is expected that one’s habits and attitudes will always develop through interaction with others. For instance, there are some researches that found that some people tend to eat a lot when they are with friends than when they are alone (Waqa and Mavoa 2006). To understand how and why consumers select, allocate and consumer products (dining products included), researchers have devised a range of conceptual models. In this regard, the study will explore the models that underpin the subject, relating them (it) with the real experience in Red Year Hotel. Therefore, in order to meet the objectives of the paper, there will be a research background and conceptual framework, description of the event, analysis and discussion and conclusion. Research background and conceptual framework will seek to review literature that specifically relates to ‘the choice of a dining product for consumption’, as experienced in the Red Year Hotel in China. The description of event will involve systematic analysis of the settings and activities at the hotel. The analysis and discussion part will relate themes discussed in the literature review to the experiences at the Red Year Hotel. There will be a conclusion to summarize the report and give its implication to the marketing world. Problem Recognition The aim of this paper is to establish a better understanding regarding various consumers and their dining/ restaurant actions in the wider market economy by relating the real experiences to popular consumer behavior models. Research Background and Conceptual Framework What Factors Affect People’s Consumption Behaviors People’s consumption can be affected by several aspects that include economic factors, psychological factors, environmental factors, marketing factors, physiological factors and social factors (Delbert, Roger and Kenneth 2003; Gittelsohn and Vastine 2003; Zhou et al. 2012; University of Chicago Press Journals 2009). For social factors, the cultures or societies that a person lives in will influence his dining product choices. In this respect, one will be adhering to traditions and culture which are repeated at specific times by members of the society in which he belongs (Gittelsohn and Vastine 2003; Mak et al. 2010; Waqa and Mavoa 2006). Therefore, many should expect that certain foods are ordered during certain occasions only. The other social factor is lifestyle, which encompasses factors such as education, travel and interest, geographical location among others (Gittelsohn and Vastine 2003; Mak et al. 2010; Waqa and Mavoa 2006). Nonetheless, social interaction through media, peer group and home hospitality is also likely to influence one’s choice of a dining product. It has also been noted that environmental factors also influences the kind and the amount the consumer chooses (Gittelsohn and Vastine 2003; Mak et al. 2010; Wansink 2014). Eating environment will be determined by atmospheric factors such as lighting, eating distractions, music and socializing in the restaurant. Therefore socializing events like eating in groups, listening to music, watching the TV will extend one’s choice of a product (Gittelsohn and Vastine 2003; Mak et al. 2010; Wansink 2014). Psychologically, consumption will be influenced by factors such as package size, utensil size, varieties and presence of other related people. Economic factors such as economic downtowns will make individuals live on a tight budget and therefore he will only be ordering inexpensive meals (Delbert, Roger and Kenneth 2003; Gittelsohn and Vastine 2003; Mak et al. 2010; Ragozzi 2000). However, when the economy recovers, the low priced foods are likely to be of less concern. By marketing, the use of proper marketing strategy such as trusted corporate social responsibility, social marketing sites such as Facebook and Twitter will leverage on first-hand experience to consumers. Physiological factors, which are the most essential as far as food consumption is concerned, involve the consumer identifying the need of the food/ drink product, that is, by first of all perceiving the physiological effect of the product (Gittelsohn and Vastine 2003; Mak et al. 2010; Ragozzi 2000). Relevant Models in Consumer Behavior Several models have been advanced to help explain the relationship between the firm’s products and the consumer’s behaviors. Nicosial model focuses on the way the firm communicates with consumers through its messages of marketing and how the latter react to them by purchasing responses (Martínez-Zúñiga 2007). In this regard, the consumer will involve himself in search and evaluation attitudes as the firm tries to influence him. This is expected to result in the act of purchases or rejection before the firm seeks the feedback. In the Howard-Sheth Model, it is assumed that the consumer does not have any information about the existence of a certain brand, as he tries to contemplate how he will solve his need (Delbert, Roger and Kenneth 2003). The second stage will involve him analyzing and noting various characteristics for the purpose of selection. By making the decision, the consumer bases on three inputs: significance, symbolic and social stimuli. For significance and symbolic, stimuli, the model will base on price and quality. However, social aspects differ from one society to another (Gittelsohn and Vastine 2003). In Tourism The Model of Consumer Decision-Making Framework, which was advanced by Gilbert (1991), suggests two levels of influences to a consumer. The first level is psychological and includes influences such as perception and learning (Abdallat and El-Emam 2010; Mak et al. 2010; Martínez-Zúñiga 2007). The second level will involve those influences that have been developed due to one’s socialization processes, which are family and reference group influences (Abdallat and El-Emam 2010;Mak et al. 2010; Martínez-Zúñiga 2007). The integrated model of Self-Congruity and Functional Congruity in Explaining and Predicting Travel Behaviour puts satisfaction as a function of evaluative congruity, in which perception is compared so that referent cognitions can be evoked for evaluating stimulus object/ action (Abdallat and El-Emam 2010; Martínez-Zúñiga 2007). The result of cognitive processes will either be emotional or motivational states. For emotional states, one will try to reduce the existing dissatisfaction to obtain satisfaction (Abdallat and El-Emam 2010; Öberseder, Schlegelmilch and Gruber 2011). With Respect To Food According to the Pilgrim’s model, food acceptance is dependent on perception. Perception is a function of three factors; sensory attributes, environmental influences and food’s physiological effects. Although he did not explore interrelationship, he asserted that the three factors of perception will influence one’s choice of food (Steenkamp 2014; Martínez-Zúñiga 2007). Although other theories such as Total Food Quality have followed, they generally distinguish three major determinants for food choice and determinants: properties of the food itself, personal characters of the consumer, and environmental factors (Lazarova 2010; Steenkamp 2014). Therefore properties of the food will be decided upon depending on one’s physiological effects and sensory perceptions. Personal related factors are biological, psychological and socio-demographic; environmental factors are economic, cultural and marketing. Based on the above factors the consumer will make his decision following the process of need recognition, search for information and evaluation and making choice (Gittelsohn and Vastine 2003; Öberseder, Schlegelmilch and Gruber 2011; Steenkamp 2014). Dining Experience in Red Year Hotel Although I had visited a lot of places with lots of long history and cultural ambiance in the world, when I first visited Beijing, it seemed like the world was beginning all over again. I am a person who devours advocating culture and history, and I am quite known in this aspect by my friends. While in the town, one of my friends who reside there offered to buy me a meal in one of the most celebrated historical and cultural restaurant, called ‘Red Years”. In it one could really gain the historical significance and cultural atmosphere of the Chinese people. Much interesting is that this restaurant had put the events of the country’s Great Cultural Revolution as its background, which was quite attractive to touristic visitors. It seemed the proprietors had known well their effects as the whole restaurant had chosen elements of the Great Revolution in building and arranging the place, inside and outside the environs. Specifically, one could see publicity pictures in the restaurant and notably in them, many photos of peasants and soldiers of workers and of course many photos of Chairman Mao. Furthermore, the stage in the dining hall of the restaurant had many continuous cultural songs; their absence could be succeeded with continuous dance performances that were devoted to show the cultural background of China’s Great Cultural Revolution period. These songs were revolutionary songs, and even the restaurant’s workers wore or did exaggerate actions as part of displaying the Great Cultural Revolution information. Therefore, in this kind of atmosphere, apart from just enjoying the Chinese meal, one could feel a series of rich information that depicted the real Great Cultural Revolution, which could afford him, to gain a thorough understanding of the Country’s culture in that period. In summary, the environmental atmosphere in the Red Year restaurant gave me a fresh taste of China’s Great Cultural Revolution times. Analysis and Discussion On the General Perspective Generally, any place that is dedicated to offering business services and products is supposed to consider the general factors affecting consumer behavior first, and then move on to think about more tailored ones in the general tourism industry before specific ones in dining consumption as regards any restaurant. Therefore, the firm should be considerate with the general aspects affecting consumers’ behaviors such as economic factors, psychological factors, environmental factors, marketing factors, physiological factors and social factors. In this regard, the restaurant should ensure that apart from offering traditional meals due to its historical and cultural significance in the country, it should also diversify in other social aspects such as foreign meals for those who will not be encouraged with its meals. Since members of the same peer groups tend to eat a lot together, it could have been the reason why I attended; the situation could have been speeded up when the company had used powerful interaction means such as social media to reach different people. Moreover, since this is a cultural and a historic place, it was obvious for a person on tour and travel like me to get attracted there. However, for psychological aspects, it has done well, as members of different demographics are normally represented and therefore similar groups will just feel comfortable having a meal there. Moreover, the revolutionary setting keeps the natives being psychologically attached to it as part of their heritage, and foreigners enthusiastic to visit it. On environmental factors, the place seems interesting and quite attractive to both foreigners and locals. Atmospheric factors such as the Great Cultural Revolution songs, dances and performances, painting and the general cultural setting keeps one to choose going at the place. It seems the proprietors had known well their effects as the whole restaurant had chosen elements of the Great Revolution in building and arranging the place, inside and outside environs. To be specific, one could see publicity pictures in the restaurant and notably in them, many photos of peasants and soldiers of workers and of course many photos of Chairman Mao. Economically, it seems favorable to the visitor, as I could not report any difficulties in paying for the dining products and other services. However as it is expected, customers are only willing to choose products that are reasonably affordable (Delbert, Roger and Kenneth 2003). The restaurant will need to do more on marketing factors. Although it may seem to enjoy good social responsibility, as reported by first hand consumers being interested and satisfied with their goods, the management should consider the currently trending means such as Face book and Twitter. On physiological factors, although I was a foreigner, the foods seem to have good physiological effects as I perceived it, or else I would not have chosen it. On the Tourism Perspective For a tourism consumer to choose a product he would have been influenced socially and psychologically. In this regard, as a consumer, I was socially influenced by my friend to meet at the Red Year restaurant. My interest to choose the products of the restaurant grew even stronger upon learning the cultural and historical background of it. With the perception that hotel is quite a cultural environment I had been looking for, in my travel life it is expected that I may return there again. After evaluating the place with such great satisfaction for me, as a result of cognitive processes, it is expected that next time I will be in my emotional or motivational state to choose its services and goods. On the Perspective of Food Taking into account three factors that influence the consumer food choice in the restaurant as properties of the food itself, personal characters of the consumer, and environmental factors, the restaurant proprietors should make sure that they are optimal for the customer to choose its food products. In this regard if personal related factors such as biological, psychological and socio-demographic aspects should be taken into consideration. Therefore, the restaurant should be aware of other social aspects like foreign translators and foods for those who cannot be restricted to its meals and language (Delbert, Roger and Kenneth 2003). There is the consideration of environmental factors that include cultural, economic and marketing factors. Economically, it seems the food/ general services are affordable to foreigners. However its marketing should be more vibrant, by using trending media like social media among others. Conclusion As already discussed, apart from considering the standard consumer behaviours for marketing, for any successful operation of a restaurant in tourism industry, the proprietor should also consider tourism related factors before advancing to those related to a specific product. For instance in the dining industry, after considering the general aspects affecting the consumer such as economic factors, psychological factors, environmental factors, marketing factors, physiological factors and social factors, he should also consider those that are essential for a marketable tourism industry. For a marketable tourism industry, there should be aspects of tourism that influences the customer socially and psychologically so that he can keep on seeking satisfaction at the same place in future. Marketing a dining product will involve considering properties of the food itself, personal characters of the consumer, and environmental factors, as discussed above. Based on these factors a consumer in tourism will always be choosing a particular restaurant’s product for his need, due to information he has evaluated References Abdallat, M M A. and El-Emam, H E 2010, Consumer Behavior Models in Tourism Analysis Study, Riyadh: King Saud University. 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