479-Article Text-801-1-10-20210817

INTERNATIONAL JOURNAL OF BUSINESS AND MANAGEMENT STUDIES
Vol: 13 No: 1 Year: 2021 ISSN: 1309-8047 (Online) (pp. 38-59) Doi: 10.48080/ijbms.20210103
Received: 12.12.2020 | Accepted: 11.02.2021 | Published Online: 01.04.2021
-RESEARCH ARTICLE-
FACTORS INFLUENCING CONSUMER PREFERENCES OF RESTAURANTS

IN THE GREATER BUFFALO CITY
Tshepo Tlapana
Department of Corporate Communications and Marketing,

Walter Sisulu University
Email: ttlapana@wsu.ac.za
https://orcid.org/0000-0002-1777-6177
Tandazile Sandlana
Department of Corporate Communications and Marketing,

Walter Sisulu University
Email:tandazilesandlana@gmail.com
https://orcid.org/0000-0002-3587-6542
─Abstract ─
Consumer choice has traditionally been the primary focus of decision-making research,
with the goal of understanding how consumers make decisions within a given set of
alternatives. Using contemporary studies as a foundation, the present study explores the
factors influencing consumer preferences regarding restaurants in the greater Buffalo
city, East London. The primary goals of this research are to: explore the most influential
factor(s) that influences consumer preferences of restaurants, and determine attributes
that Buffalo city residents perceive to be critical in the selection of restaurants. The
study also aims to suggest ways to improve service quality in Buffalo city restaurants.
Non-probability sampling is adopted whereby a convenience sampling approach is used
to select 30 respondents. A self-administered questionnaire is used for quantitative
analysis. The results of the study indicate that food quality, price, hygiene, and service
quality are key determinants of restaurant preference amongst Buffalo city customers.
Keywords: Types of restaurants, consumer preferences, service quality, customer

satisfaction
JEL Classification: M31
Citation (APA): Tlapana, T., Sandlana, T. (2021) Factors Influencing Consumer Preferences of Restaurants in
the Greater Buffalo City. International Journal of Business and Management Studies, 13 (1),38-59.
doi:10.48080/ijbms.20210103
38
Vol: 13 No: 1 Year: 2021 ISSN: 1309-8047 (Online) (pp. 38-59) Doi: 10.48080/IJBMS.20210103
1. INTRODUCTION
Consumers' way of life is changing dramatically as a result of the increase in disposable
income and the increased availability of information as a result of the unprecedented
expansion of social media (Martins, 2016). Changes in lifestyle and work culture are
also causing shifts in consumption habits, as we can see in the graph below. Food
consumption patterns have been influenced significantly by western culture, as well as
by other factors. The lack of available time is another issue that influences food
consumption. Families with two incomes find it difficult to find the time to prepare their
meals (Mhlanga, 2018). This has led to a continuous rapid growth of the restaurant
industry across the world. The restaurant industry consists of indvidual businesses that
prepare and serve food and drinks to customers (Donthi et al., 2019). Food purchased at
these business outlets can be eaten on-site, taken out, or delivered. The main segments
of the restaurant industry are full-service, gourmet food, casual dining, and quick dining
(Gallarza-Granizo et al., 2020).
The restaurant is segmented by the level of services it offers to the customers. As the
number of restaurants increases, there are a a greater number of options to choose from.
Consumers dine out for different reasons, such as increased female labour force
involvement and longer working hours, which means that there is less time to cook.
Moreover, university students mostly eat out for amusement and pleasure, and some
professionals visit restaurants to conduct business meetings (Huhn, 2020). When
consumers eat out, they begin to assess what they are experiencing and form a perception
of restaurants from any previous encounters or other references. Satisfying consumers is
a crucial factor for a restaurant because a happy customer will come to the same
restaurant (Kukanja et al., 2020).
Therefore, customer service is more than simply listening to what the customer needs
(S. Lee et al., 2020). It is just as important to anticipate a customer’s needs to respond.
Fully understanding the needs of customers before they buy, allows a business to create
an even better experience. Moreover, managers must be prepared to recognize and fulfill
advancing consumer wants emerging from changes within the industry’s statistic,
mechanical, financial, lawful, social, or moral characteristics (Kukanja et al., 2020). As
they have distinctive characteristics, they tend to choose restaurants for particular and
distinct reasons. Therefore, restaurants need to study consumer preferences of their
existing consumer base and those of prospective consumers (S. L. Lee et al., 2018). This
will help restaurants to create a competitive advantage, and in doing so, attract and retain
more consumers by providing for their exact needs and desires. From the foregoing
points, consumers with multiple personality traits are consistently expected to have
distinct motives for preferring a restaurant. With this being said, this study will
investigate factors that influence consumer preferences of restaurants. The study will be
focusing on the greater Buffalo City Metropolis as the context of the study which is
known as one of the tourist destinations in the Eastern Cape Province.
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2. LITERATURE REVIEW
A long line of establishments preceded the invention of the restaurant industry. The
restaurant industry has been around since the 17th century. The restaurant development
was assisted by the French Revolution in 1789 when many chefs found themselves
jobless, so they decided to set up their own private restaurants. The restaurant’s birth
was an integral part of the social background. People were able to sit and eat whatever
and whenever they wanted to, for the first time, knowing beforehand how much the meal
will cost. Dining back then was a luxury for the rich who employed their chefs and ate
what was dependent on their social standing. The opening of the new restaurants brought
social equality and the opportunity to eat well within everyone's reach. This also
permitted everyone a choice as to what they ate (Pedruco, 2018). It was only in the 18th
century, on the verge of the French Revolution, that modern restaurants came into
“”existence, becoming boisterous places to eat in the following centuries. In the 20 th
century, habits changed and dining at lunchtime restaurants became popular for people.
Restaurants continued to specialize and attract their clientele. Eating at a restaurant in
the evening started to be practiced as a leisure activity integrating adventure, enjoyment,
and conviviality.
An anti-competitive business system was essentially established by the South African
restaurant industry, but a new database display that incorporates independent and chain
restaurants have advanced at present. Hence, South Africa has many independent
restaurants (Nair, 2016). South Africa has the most established food service industry in
Sub-Saharan Africa, as well as a thriving hospitality industry. Some of the growth
factors include a rise in the number of visitors, a high level of consumer spending, and
world-renowned wine and cuisine. In an award ceremony held in Singapore 2019, two
South African restaurants which were the only ones from Africa, made it on the top 50
restaurants list in the world. Also, the restaurant, fast-food, and catering industry in
South Africa reported generating a revenue of R68.27 billion, reflecting 28 per cent real
revenue growth. This reflects the state of the South African restaurant industry. The
industry is projected to see an unfaltering rise in revenue from R5.6 billion in 2018 to
6.7 billion in 2023 (Huhn, 2020).
The competition in the restaurant industry is tough. Fierce rivalry, a sluggish economy,
rising rental costs as well as the high cost of living, have all conspired against the
restaurant industry. However, amid the doom and gloom, restaurants that codify meeting
and exceeding customer satisfaction and also identify ways to enhance their customer
experience which can potentially entice customers to revisit a restaurant, those
restaurants have room for expansion in the industry. Although individual consumers do
not worry much about why they chose one service over the other, restaurant managers
need to investigate the consumer preferences of their target market. Consequently,
restaurants face intense rivalry among each other, fiercely competing for consumers
(Mhlanga, 2018). Therefore, restaurants need to take note of the consumer preferences
of their target market. Weedmark (2018) states that consumer preferences define the
40
reasons that consumers make decisions when considering a good or service. The authors
assert that examining variables that determine consumer preferences can help businesses
tailor their brand to particular groups and build marketing strategies that will help the
business managers understand consumers better, assess why some restaurants are more
successful than others, and attain the highest level of customer satisfaction.
2.1 Types Of Restaurants In South Africa
Fast-Food Restaurants
The fast-food restaurant industry is one of the fastest-growing industries in the world.
With an improvement in the discretionary income of consumers and an increase of
women in the working-class, consumers are on the lookout for convenience as a result
of which, the industry is gaining steam providing convenient and inexpressive
alternatives (Wu et al., 2015).
According to Kukanja et al. (2020), low food prices, easy service, a convenient location,
long hours of operation, and drive-through service are all characteristics of fast-food
restaurants. Food is processed in a structured procedure that can be instantly delivered
for ordering and consumption (Canziani et al., 2016). Fast-food restaurants usually have
a small selection of foods that can be prepared easily. These restaurants are becoming a
basic necessity in today’s fast-paced world. As fast food offers quick services at a low
price, consumers can walk in and order a meal that can take five to ten minutes to
prepare. One can either opt to eat at the restaurant or leave with a takeaway package
(Jogaratnam, 2017). Burger King and Kentucky Fried Chicken are a examples of such
restaurants.
Full-Service Restaurant
A full-service restaurant by description is a man-sized, sit-down eatery where food is
served directly to the customers' table (Martins, 2016). These establishments may also
sell alcoholic beverages, provide takeout and/or delivery, or present live entertainment.
The author adds that full-service restaurants can encompass anything from a family-style
eatery to a lavish restaurant.
A full-service restaurant offers table service and frequently provides a wider menu range.
These products normally necessitate further steps and time to plan. A wider variety of
cuisines is generally available, and the cost of the meal is usually higher than in fast-
food restaurants. In an upscale or midscale dining area, a full-service restaurant offers
meal courses and professional services by well-trained staff (Bhadra et al., 2018).
Customers who consider emotional worth to be a major factor when eating out favor
full-service restaurants (Skinner et al., 2020).
There are two types of full-service restaurants
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Fine Dining
Fine dining restaurants are full-service establishments with a high-quality menu and
elegant décor, as well as more scenery and extensive cocktail choices. The waitressing
staff is usually well-trained, and customers are also asked to dress accordingly (Bhadra
et al., 2018).
Fine dining is synonymous with the highest price level among restaurants that offer
excellent service, ambiance, and scenery. Food security and neatness of the place are
also vital to the customer's experience, as they expect everything to be hygienic in the
restaurant. Fine dining restaurants are expected to be outstanding in terms of everything
compared to ordinary and regular restaurants. Based on the criteria, the staff is required
to be well-trained and to have adequate experience in customer management in a fine
dining restaurant (Parpal, 2015).
Casual Dining
Casual dining restaurants are described as having a broad appeal, serving a wide range
of food from appetizers and salads to main courses and desserts, and providing
comfortable settings at mid-range prices (S. L. Lee et al., 2018). Casual dining
restaurants provide limited service dining with servers serving reasonably priced, high-
quality food in a comfortable environment. These restaurants typically serve a table and
close the void between fast food outlets and fine dining restaurants, they also have a
large beer menu and a minibar menu (Mhlanga, 2018). It is cheaper than a fine dining
restaurant and offers more high-quality food than fast-food restaurants. Food is made to
order and creative food can be used to appeal to sophisticated tastes. Consumers are
attracted to casual dining restaurants because they deliver high-quality food at an
affordable price in a relaxing environment (Parpal, 2015).
Services Offered in Restaurants
S. Lee et al. (2020) mention that consumers are presented with three specific
characteristics of food, service, and physical atmosphere by each restaurant. Each type
of restaurant has a separate service to distinguish the features of the restaurant from other
types of restaurants and to cater to its target market. Based on the facilities offered by
restaurants, consumers demand a certain degree of consistency (Wu et al., 2015).
Restaurant services are divided into three categories in the current study: full-service,
home delivery, fast-casual, fast-service, and takeout services (S. Lee et al., 2020).
Full-Services
According to S. L. Lee et al. (2018), full- services are offered in restaurants where well-
trained employees in a luxury or midscale dining environment with meal courses and
specialist services. In a full-service restaurant, customers can make reservations. This
service allows customers to secure a table in advance for a specific time within the
restaurant’s working hours (Barton et al., 2016). Naude (2015) states that full-service
42
restaurants cater to a wide variety of customers, many of whom have preconceived

opinions about what they want and anticipate from the restaurant. During the dining
experience, each customer has a unique experience with the service and subconsciously
assesses it differently. Full-service restaurants draw consumers when eating out who
perceive emotional worth to be a significant factor (An, 2016).
Quick-Casual Services
Quick-casual services are served in a casual setting in moderately-priced food where
tables and chairs with non-disposable plates and cutlery are available (Quang et al.,
2018). They usually have a full kitchen with different staff from the bar and a small
menu of food. A better level of food and environment than fast service is quick-casual
services. This category is an increasing idea that fills the gap between full-service and
quick-service (Gallarza-Granizo et al., 2020).
Quick-Services
According to Donthi et al. (2019) restaurants providing quick-services are restaurants
that normally deliver fast, cheap take-out food offering finger food that contains mostly
fast food that can be served without kitchen utensils, including fish and chips,
sandwiches, salads, pizzas, hamburgers, fried chicken, fried chips, and chicken nuggets
to name a few. This service focuses on cooking and delivering time in minutes and is
relatively cheap and mostly comes with a drive-through service that allows consumers
to order and pick up food from their vehicles, but often have a seating area where
customers can consume the meal on-site (Gallarza-Granizo et al., 2020). Generally, these
kinds of foods are easily served in cartons or packets, or plastic packaging.
Home Delivery And Take-Out Services
According to the National Restaurant Association, delivery profits have improved for
the majority of restaurant operators across segments. In recent years, home delivery and
takeout services have grown in popularity. These are services that are cooked on the
restaurant's premises and consumers call the restaurant for order and it gets delivered to
their place of work or residence. In much the same way as a take-out, consumers go and
purchase food from a respective restaurant but they decide to not eat at the restaurant
premises (Hirschberg et al., 2016). Most restaurants have home delivery and take-away
while some do not which becomes a competitive advantage for those who have such
services because customers who want home deliveries and take-outs will consider them
over their competitors (Suhartanto et al., 2019).
Factors Influencing Consumer Preferences Of Restaurants
Consumers choose their restaurants based on a variety of criteria. Several reported
research studies analyze the key criterion used by consumers in the selection of
restaurants and provide a variety of distinct preference considerations. The influences
that have been reported to affect restaurants decision are as follows;
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Service Quality
Xia et al. (2021) argue that the quality of service plays a critical role in the consideration
of customers and generates a favourable view of a restaurant and its dining experience.
Numerous authors have attempted to define service quality from a different point of
view. Parasuraman et al. (1985) define service quality as the conveyance of predominant
service relative to consumer expectations. On the other hand, Ramya (2016) propose
that service quality is the capacity of a service business to fulfill the customers'
expectations in an efficient way, through which it can better the performance of the
business. Service quality in the restaurant industry is considered, according to Slack et
al. (2021), to be the level of service rendered by restaurant employees, which in turn
depends on customer and restaurant employee involvement.
In the restaurant industry, service quality is an imperative element for the success of the
business. Quality service is found to have a positive influence on profits, market share,
and the level of customer satisfaction among customers (Ramya, 2016). Quality of
service is one of the main pillars shaping customer preferences (Ryu et al., 2017). By
delivering reliable service, restaurants can eventually increase loyalty and reduce service
failure, and in doing so, effectively gain and maintain consumers (Tesform and Birch,
2015). In an intensely competitive market for restaurants, the emphasis on quality of
service is key to the sustainability and profitability of individual restaurant businesses.
Restaurants can achieve this by, building and monitoring customer-employee
relationships which can lead to a high degree of restaurant service quality, which can
contribute to customer loyalty (Ryu et al., 2017). Mmutle et al. (2017) also concur that
service quality monitoring allows managers to ensure continuity in service delivery and
to satisfy evolving customer expectations more quickly and effectively. We should also
assume that service quality affects not just the estimation of the overall experience of
users, but also their post-purchase conduct, such as loyalty and re-examination
intentions.
Food Quality
One of the most important facets of the restaurant experience is food quality. Quality
food can be defined as well-presented food, fresh and tasty or service, concerning its
expectations (Kotsanopoulos et al., 2017). It is ranked as the most significant trait that
influences restaurant decisions in many customer preference behaviour research and one
of the central elements that attract consumers to visit restaurants. Specific flavours and
ingredients, menu selection, design, and appearance are the food quality elements
indicated in this review. Healthy living and popular ingredients are also important
elements in this regard. When choosing a restaurant, tastes and seasoning have an
important role to play for consumers. Food taste is known to be the most significant
aspect of food attributes in a variety of restaurant studies. Furthermore, Sriwongrat
(2018), states that special food tastes and recipes are especially relevant in restaurants
because people dine out to get the food they cannot prepare at home.
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Customers in restaurants find unique tastes and fresh ingredients to be the most
significant components of their fresh dining experience (Weedmark, 2018). Quang et al.
(2018), establish that restaurateurs regularly implement new menus and offer a range of
menu items to draw consumers. The menu has been also been described as a significant
attribute of food quality in evaluating customer loyalty in the theme of the restaurants.
Raajpoot (2002) adds that the range of food items, menu design, serving size and food
appearance in the foodservice industry are essential determinants of food quality. In
today’s age, consumers are more worried about their health and thus tend to demand
safe food options.
Price
McCluskey (2015) define price as the way of deciding the amount a manufacturer would
receive through the sale of products and services. Simply, the pricing approach is used
to determine the price of the producer's offerings applicable to both, the manufacturer
and the consumer. Meanwhile, Nagle et al. (2017) suggest the function of price as a
monetary measure used by buyers to negative with suppliers for products and services.
Consumers tend to distinguish higher prices from higher quality and, conversely, lower
prices from lower quality because almost all consumers’ understanding of high-priced
products and services is equivalent to high quality (Sharma et al., 2015). Therefore, if
the quality of products and services matches the needs of customers, they should
embrace a higher price to satisfy their demand. Consumers would consider the price to
be fair and be happy to pay a higher price if merited by the quality of the service
provided.
Hygiene
It is difficult to overstate the value of maintaining high hygiene standards in the
restaurant industry. According to Lelieveld et al. (2016), hygiene in restaurants is
important not only to protect the health and safety of staff and customers but also to help
create the restaurant's brand image. It is of paramount importance to instill trust in
consumers, therefore, it is vital to ensure implementation of hygiene and safety practices.
Customers will leave a restaurant in a heartbeat if they believe it is unsanitary or unclean.
Unhygienic food preparation can result in an unsafe atmosphere, as well as irritate
valuable customers. Proper restaurant hygiene will assist in gaining customer interest
and attracting potential new customers. Things that are dirty and disorganized will
distract from the restaurant's positive energy (Lelieveld et al., 2016). Maintaining
restaurant hygiene standards is important, as restaurants with bad hygiene practices are
more likely to fail. As a result, keeping the restaurant dining and kitchen areas clean and
upholding restaurant hygiene quality is crucial to the restaurant's success. Maintenance
of hygiene will also assist in tracting attention from customers.
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Location
The location in which a business performs its operations is a primary determinant of
potential progress. For example, for a restaurant to differentiate itself from rivals and
ensure the long- term longevity, it has to strategically position itself. The main factors
behind top restaurants relate to where they are located. Without a good place, expert
management and high-quality food will not be able to solve the restaurant's difficulties
(Lovelock, 2019). Location plays an important role in consumer tastes when choosing
a restaurant, therefore a strategic position that is noticeable and located in a region with
a significant population is one of the main metrics of brand success (Rajput et al., 2020).
(Weidenfeld et al., 2016) narrate that a good place for a restaurant should offer a variety
of services to its customers, such as adequate convenient access to parking or proximity
to the town, which gives the brand a tactical advantage over those whose locations are
unable to provide such services. When markets have achieved a penetration depth, the
role of a restaurant's location becomes particularly important in consumer preferences.
Furthermore, Hanaysha (2016) conclude that a decent location takes geographical,
demographic, and psychographic variables into account, and any change in these
variables has a significant effect on the location's degree of attractiveness.
Ambiance
The ambiance is the term used to describe the atmosphere and mood of a restaurant.
Since customers' expectations of a restaurant's ambiance vary, changing this atmospheric
aspect is difficult. A positive experience of a restaurant's ambiance can contribute to
positive beliefs and connections with the establishment (Triana et al., 2019). In other
words, the restaurant should interact with its customers in an atmosphere that profoundly
affects the dining experience of its customers (Kotler et al., 2020). The physical
environment of a restaurant has a significant impact on prospective customers' pre-
purchase preferences as it can shape consumer feelings. The comfortable interior affects
customers' dining satisfaction and repeat patronage intentions. Any part of the
environment can bring consumers to develop a more optimistic evaluation of their
interactions.
3. METHODOLOGY
The current study was explanatory and quantitative in nature. Explanatory research was
carried out to obtain a deeper understanding of the research problem. According to
Sekaran et al. (2019), the objective of exploratory research has been to learn more about
a phenomenon. It is used when the problem needs to be described more clearly and more
knowledge is needed before a solution can be established. The study followed a
quantitative research approach. This approach can be defined as a research strategy that
relies on the quantification of data processing and analysis (Bryman, 2016), and
according to Meneghini et al. (2018), the quantitative research approach permits the
research to induce actualities and not theoretical assumptions.
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A survey was utilized as a data collection method for primary data from respondents.
Self-administered questionnaires with closed-ended questions were utilized to collect
data from a sample of 30 respondents selected through convenience sampling.
According to Vannette et al. (2017), surveys are methodical ways to obtain data from a
significant number of individuals using questionnaires. Data obtained from the
questionnaires were carefully scrutinized to ensure that it was accurate and reliable.
4. FINDINGS
The data collected from questionnaires is counted, collated and re-checked for any errors
before it is interpreted to reach any conclusions. These questionnaire results are
presented in visual formats such as graphs, bars, and pie charts. These graphic
presentations are followed by a short interpretation of the figures and graphs as well as
conclusions of the findings.
33%
67%
Females Males
Figure 1. Gender of Respondents
According to the pie chart above, 33% of respondents are males, while 67% are females.
As a result, it is fair to say that females are the most active participants in this analysis.
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13%
13% 18 - 29 years
57% 30 - 39 years
17% 40 - 49 years
< 50 years
Figure 2. Age of Respondents
Figure 2 above, depicts that 56% of respondents are between the ages of 18 – 29 years,
17 % are between 30 – 39 years, 13% range from 40 – 49 years of age, and also 13% of
respondents who are 50 years and more. This means respondents between the ages of 18
– 29 participate the most in this study.
40% 37%
35% 33%
30%
25%
% of Respondents
20%
15% 13%
10%
10% 7%
5%
0%
White Indian Coloured African Other
Racial group
Figure 3. Race of Respondents
The Buffalo city metropolis is very diverse. 37% of respondents classify themselves as
African, while 33% of respondents classify themselves as White, 13% of respondents
represent themselves as other, 10% are Coloured respondents, lastly, 7% represent
Indian respondents. This implies that Africans participate the most in this study.
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More than 3 times a month 50%

FREQUENCY OF RESTAURANT
2 - 3 times a month 40%

VISITATION
Once a month 17%
0% 10% 20% 30% 40% 50% 60%
% OF RESPONDENTS
Figure 4. Frequency of Visiting A Restaurant
The graph above shows that most respondents visit restaurants regularly as 50% of
respondents visit the restaurant more than 3 times a month. Followed by 40% which
represents the number of respondents who visit a restaurant 2 to 3 times a month. Lastly,
17% of the respondents visit a restaurant only once a month.
Intimate dining 4
Normal dining out 7

Reasons for visit
Family and Social gatherings 6
No time to cook 5
Work-related 3
Special occasions 5
0 1 2 3 4 5 6 7
No of respondents
Figure 5. Respondents Reasons for Visitation
The graph above depicts that many respondents visit a restaurant for normal dining,
followed by respondents who visit restaurants for family gatherings or just for social
purposes and on special occasions. Respondents do not usually visit restaurants for
work-related purposes as shown in the graph, only 3 respondents visit for work purposes.
49
4.1 Respondents’ Level of Satisfaction

This question is designed to determine how pleased respondents are with these influent
ial factors in Buffalo city metropolis restaurants, as these factors may be important in a
restaurant and can help improve customer satisfaction. Each of these elements has its
own set of categories. Service quality, food quality, price, hygiene, place, and ambiance
are all taken under consideration. On a scale of 1 to 5, respondents were asked to rate
their level of satisfaction with the service on a scale of 1 to 5, with 1 representing the
highest level of satisfaction and 5 representing the lowest level of satisfaction.
12
10
10
Number of respondents
8
7 7 7 7
6
6
5 5
4
3 3
0
Efficiency of services Courtesy of employees
Levels of satisfaction
1 2 3 4 5
Figure 6. Respondents' Level of Satisfaction with Service Quality and Courtesy of

Employees
According to Figure 6, 10 respondents are neutral about the efficiency of services

received and 7 respondents are satisfied. While 3 respondents are least satisfied with the
efficiency of services. With regards to the courtesy of employees, 7 respondents are
most satisfied and 6 respondents are satisfied, satisfied respondents were 3, while 7
respondents are least satisfied.
50
12
10 10
10 9 9
8 7 7 7
6 6 6
6 5 5 5 5
4 4 4 4
4 3 3
0
Variety of nutritional Food presentation The freshness of food Size of portion
meals on the menu
Level of satisfaction
1 2 3 4 5
Figure 7. Respondents' Level of Satisfaction with Food Quality
In a variety of nutritional meals on the menu, 9 respondents are dissatisfied followed by

7 respondents who are most satisfied, and 4 respondents who are least satisfied with the
variety of nutritional meals on the menu. 9 respondents are satisfied with the food
presentation and 5 respondents are least satisfied. Regarding the freshness of food, 10
respondents are most satisfied and 6 respondents are least satisfied.10 respondents show
that they are satisfied with the size of a portion of food offered, followed by 7 least
satisfied respondents.
10 9 9 9
8
8 7 7
6 4 4
4 2
2 1
0
Affordability Specials
1 2 3 4 5
Figure 8. Respondents' Level of Satisfaction with Price
With regards to affordability, 9 respondents are most satisfied, while 3 respondents are
least satisfied with the affordability of Buffalo city metropolis restaurants. 7 respondents
are most satisfied and 9 are found to be least satisfied with the specials offered in Buffalo
city metropolis restaurants.
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16 14
14
12 11
10
10 9 9
8 7 7 7
6 6 6
6 5
4 4 4
4 3 3 3
2 1 1
0
Eating Areas Counter Areas Cleanliness of Restrooms
employees
1 2 3 4 5
Figure 9. Respondents Level of Satisfaction with Hygiene
Figure 9 depicts that14 respondents are most satisfied with the hygiene of eating areas
and 7 respondents are least satisfied. 10 respondents are most satisfied with counter
areas and 1 respondent is least satisfied with the hygiene of counter areas. In cleanliness
of employees, 11 respondents are most satisfied and with 6 respondents being
dissatisfied. Most respondents were not satisfied with restrooms in the Buffalo city
metropolis with 6 respondents being most satisfied, 9 respondents are dissatisfied and 1
respondent are least satisfied.
12 10 10
10 8 8 8 8
7 7
8
6 5 5 5
4 3 3
2
2 1
0
Accessibility Parking space Safe surroundings
1 2 3 4 5
Figure 10. Respondents' Level of Satisfaction with the Location
Pertaining to accessibility, 7 respondents are most satisfied and 7 respondents are least
satisfied with the accessibility of restaurants in the Buffalo city metropolis. 8
respondents are most satisfied with packing space, while 1 respondent is least satisfied
with the packing space of restaurants of Buffalo city metropolis.
10 respondents are most satisfied with the safe surroundings and 3 respondents are least
satisfied with the safe surroundings of Buffalo city metropolis restaurants. These results
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imply that Buffalo city metropolis restaurants are mostly located in safe surroundings,
they have enough or limited parking spaces for their customers and are accessible to
their target audience.
12
10 10 10
10
8 8
8 7 7 7
6 6 6
6 5 5 5
4 4 4
4 3 3
2 1
0
Exotics decorations Lighting Layout of facilities Top tables details
1 2 3 4 5
Figure 11. Respondents' Level of Satisfaction with Ambiance
7 respondents are found to be most satisfied and 10 respondents are least satisfied with
exotics decorations. With regards to lighting, 5 respondents are most satisfied and 6 are
neural, followed by 10 dissatisfied respondents. 4 respondents are mostly satisfied and
3 respondents are least satisfied with the layout of facilities. These results indicate that
restaurants in Buffalo city do not invest more in the interior design of their restaurants
as most respondents are not satisfied with the ambiance of Buffalo city metro restaurants.
Recommendation (word of mouth and… 37%

Ambience 50%
Factors influencing
Hygiene 67%
Location 57%
retention
Price 83%
Food quality 90%
Service quality 63%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
% of respondents
Figure 12. Factors Influencing Customer Retention
Figure 12 illustrates that 90% of respondents will revisit the restaurants and are loyal
because of the food quality, followed by 83% of respondents who will revisit because of
affordable prices, 67% of respondent revisit because of hygiene and 37% of respondents
will revisit because of recommendations.
53
20 19 19
18
16
16
14
14 13 13
12 12
12
10 10
10 9 9 9
8 8 8 8
8 7 7 77 7
6 6 6
6 5 55 5 5 5
44 4 4 4 4 44
4 3 3
2 2 2 2 2 2
2 1
0 0
0
Level of agreement
Strongly Agree Agree Neutral Disagree Strongly Disagree
Figure 13. Restaurant Attributes
The aim of this question is to explore key characteristics that customers look for when
choosing a restaurant. Respondents were asked to rate their level of agreement with
statements describing factors that may affect a consumer's decision when choosing a
restaurant. 14 respondents strongly agree that they consider quick service before
selecting a restaurant. 2 respondents disagree that they consider service before selecting
a restaurant, while 9 respondents are neutral. Most respondents strongly agree that they
54
select a restaurant because of its affordable price. 4 respondents report being neutral, 3
respondents disagree while 4 other respondents are found to strongly disagree.
As illustrated in Figure 13, 13 respondents disagree that they consider restaurants near
their homes or workplace followed by 8 respondents that strongly agree. While 4
strongly disagree that they consider restaurants that are near their workplace or homes.
16 respondents make exotic spaces and perfect lighting a priority when choosing a
restaurant, with 2 respondents strongly disagreeing and 5 being neutral as to making
exotic spaces and perfect lighting a priority when choosing a restaurant. Cleanliness is
an important factor when selecting a restaurant as 19 respondents strongly agree, 12
respondents are neutral. 2 respondents disagree with cleanliness being an important
factor when dining out.
As shown in Figure13, 10 respondents agreed that they select a restaurant because of
customer online reviews. 9 respondents were neutral, 2 disagreed that they select a
restaurant because of customer online reviews and 4 respondents strongly disagree. 8
respondents were neutral about tending to choose restaurants that offer discounts, 5
respondents strongly disagreed and 7 respondents strongly agreed that they choose
restaurants that offer discounts. 10 respondents strongly agree that they select a
restaurant with longer working hours, 7 respondents strongly disagree while 8
respondents were neutral and 2 disagreed about selecting restaurants with longer
working hours. In selecting a restaurant because of privacy, 8 respondents were neutral.
12 respondents are strongly agreeing that they select a restaurant because of privacy and
4 respondents disagreed and also 4 respondents strongly disagreed that they select a
restaurant because of privacy.
5. CONCLUSION
This study has been designed to examine the factors influencing consumer preferences
in greater Buffalo City. Food quality followed by price, hygiene, and service quality
respectively, are all found to significantly influence consumer preferences of restaurants.
These factors also have a significant effect on customer loyalty and retention at
restaurants in Buffalo city, and restauranteurs must ensure that their patrons are happy.
Most notably, the results of this study could be used to spur the creation of a quality-
measurement scale for ambiance for independent restaurants in Buffalo. Many
respondents indicate that ambiance is one of the factors that influences customer
preferences for a restaurant, stating that they favor exotic spaces and perfect lighting
when selecting a restaurant.
6. RESEARCH IMPLICATIONS
Since restaurateurs currently focus their marketing message on food quality and price,
these findings have management implications. The present research sheds light on the
factors that affect customer retention, as well as on the need for restaurateurs to
understand the competitive nature of the restaurant industry to boost customer
55
satisfaction. Since ambiance has a considerable effect on the dining experience,

therefore, restaurateurs should not only focus on the outlook of the restaurant (i.e. lobby
orientation) but also on the need to educate potential customers about it. This is so that
they understand the importance of it and prefer the same restaurant in the future to spend
their valuable personal time and celebrate their memorable events.
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INTERNATIONAL JOURNAL OF BUSINESS AND MANAGEMENT STUDIES

FACTORS INFLUENCING CONSUMER PREFERENCES OF RESTAURANTS

Department of Corporate Communications and Marketing,

Department of Corporate Communications and Marketing,

Keywords: Types of restaurants, consumer preferences, service quality, customer

2.1 Types Of Restaurants In South Africa

There are two types of full-service restaurants

restaurants cater to a wide variety of customers, many of whom have preconceived

Figure 1. Gender of Respondents

Figure 2. Age of Respondents

Figure 3. Race of Respondents

More than 3 times a month 50%

2 - 3 times a month 40%

Once a month 17%

0% 10% 20% 30% 40% 50% 60%

Normal dining out 7

Family and Social gatherings 6

Figure 5. Respondents Reasons for Visitation

4.1 Respondents’ Level of Satisfaction

Figure 6. Respondents' Level of Satisfaction with Service Quality and Courtesy of

According to Figure 6, 10 respondents are neutral about the efficiency of services

Figure 7. Respondents' Level of Satisfaction with Food Quality

In a variety of nutritional meals on the menu, 9 respondents are dissatisfied followed by

Figure 8. Respondents' Level of Satisfaction with Price

Figure 9. Respondents Level of Satisfaction with Hygiene

Figure 10. Respondents' Level of Satisfaction with the Location

Figure 11. Respondents' Level of Satisfaction with Ambiance

Recommendation (word of mouth and… 37%

Figure 13. Restaurant Attributes

satisfaction. Since ambiance has a considerable effect on the dining experience,

Naude, P. (2015). Dimensions of the dining experience of academic employees at full-

Foodservice Business Research, 22(1), 81-97.

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