Does Gender Affect Casual Dining Choices and Experiences 4

Marketing Research 4380.
020
Dr. Kay Byun
Does Gender Affect Casual

Dining Choices and
Experiences?
Madison Bolton
Michal Hicks
Yansy Perez
Esmeralda Reyes
Table of Contents
Executive Summary2
Purpose and Background2
Survey Research Design2
Sample Description3
Variable Measurement and Description4
Data analysis and Results 10
Managerial Implications13
Conclusion14
Reflection14
References15
Appendix: Survey Questionnaires15
1
Executive Summary
The purpose of this survey was to investigate the consumer decision-making
process when choosing a restaurant. It investigates consumer psychology
and behavior related to restaurant experiences. The survey also explores
which factors consumers enjoy or dislike when attending a restaurant. An
exploratory research design using convenience sampling was utilized to
complete the survey. Key findings in the results suggest both male and
female consumers rely on word-of-mouth restaurant reviews before dining
out, male consumers value entertainment as part of their experience more
than women, and women are more susceptible to writing a positive review.
These results can help managers in their marketing techniques by targeting
the most appropriate consumers for their restaurants. Nonetheless, for all
consumers the most important aspect they looked for in the restaurant
experience was good food and service.
Purpose and Background

Recently, there has been an increasing number of people preferring to dine
out rather than stay home. Thus, we decided we wanted to know what
specific factors affect people's decision making when choosing a restaurant
along with which factors would make a customer visit the restaurant again or
not. Specifically, by looking at the gender differences in the decision-making,
the research can provide meaningful managerial implications to restaurant
owners and marketers.
Survey Research Design

This survey was an exploratory research that investigates what kinds of
factors influence a customer's decision when choosing a casual dining
restaurant and whether or not those factors are influenced by gender. To
investigate the consumer decision making process, a self-administered
online survey using Qualtrics was conducted. A convenience sampling
method was used in order to collect data in a short time frame. A link to the
survey was shared through each team member's social media account
(Facebook). The link was also shared via email to personal contacts. There
were no incentives to complete the survey; only a courteous request was
offered. The survey was open for 2 weeks.
2
3
Sample Description
We had a total sample size of 155. However, after filtering out incomplete
responses the total usable sample size was reduced to 116. The sample size
was compromised o 85 females (73%) and 31 (27%) males as shown in
Figure 1.
Gender
27% Male
Female
73%
Figure 1.
The largest age group from the sample size was 18-24 followed by 25-35.
The two groups together accounted for more than half of the total sample
size as shown in Figure 2.
Age
under 18
18-24
25-34
3% 1% 1%
9% 35-44
35% 45-54
19% 55-64
65-74
9% 75-84
23% 85 or older
Figure 2.
4
In order to assess the essentiality of responses, we asked the filter question
How often do you eat out (during a one month period)? The results are
shown in Figure 3. Each category was almost evenly divided by the three
answer choices.
How Often do You Dine Out (Monthly)?

50
40
30
20
10
0
Total Monthly Dine Out Times
1 to 3 4 to 5 6 or More
Figure 3.
Variable Measurement and Description

The majority our survey questions were asked in a 5-point Likert scale
measurement. We also had some nominal, ranking and scale measurement
types. The means, standard deviation, and maximum and minimum of each
question can be found in Table 1. Observe that consumers considered food
quality the most crucial factor (mean = 41.3%) followed by service (mean
=16.72%). Table 2 shows the means, standard deviation and standard error
with male and female statistics separated.
Table 1. Descriptive Statistics

N Minimu Maximu Mea Std.
m m n Deviation
How many times a month do you eat out? (Casual Dining) 1 2 4 3.01 .818
1
What is your age? 1 1 8 3.53 1.569
1
Apply the appropriate percentages to the following factors depending 1 0 90 41.3 19.486
on importance (totaling to 1...-Food Quality 1 4
6
on importance (totaling to 1...-Service 1 2
6
on importance (totaling to 1...-Atmosphere 1
5
on importance (totaling to 1...-Entertainment 1
4
on importance (totaling to 1...-Food Selection 1 5
5
5
on importance (totaling to 1...-Price 1 2
5
How likely are you to return to a restaurant if..-You had bad service 1 1 5 2.65 1.081
1
How likely are you to return to a restaurant if..-You didn't like the food 1 1 5 1.68 .974
1
How likely are you to return to a restaurant if..-Staff made you feel 1 1 5 1.97 .950
uncomfortable 1
How likely are you to return to a restaurant if..-You found something 1 1 5 1.83 .989
in your food (hair, plastic, etc...) 1
How likely are you to return to a restaurant if..-The restaurant looked 1 1 5 1.41 .895
dirty or you got sick 1
How likely are you to eat at the following restaurants?-Texas 1 1 5 1.78 1.231
Roadhouse 1
How likely are you to eat at the following restaurants?-Texas 7 1 1 1.00 .000
Roadhouse-Food 9
Roadhouse-Customer Service 8
Roadhouse-Ambience 1
Roadhouse-Location 3
How likely are you to eat at the following restaurants?-Olive Garden 1 1 5 1.91 1.063
1
How likely are you to eat at the following restaurants?-Olive Garden- 8 1 1 1.00 .000
Food 0
Customer Service 0
Ambience 0
Location 1
How likely are you to eat at the following restaurants?-On The Border 1 1 5 2.47 1.247
1
How likely are you to eat at the following restaurants?-On The Border- 6 1 1 1.00 .000
Food 6
Customer Service 6
Ambience 3
Location 0
How likely are you to eat at the following restaurants?-Other 1 1 5 1.65 1.174
1
How likely are you to eat at the following restaurants?-Other-Food 7 1 1 1.00 .000
4
How likely are you to eat at the following restaurants?-Other- 3 1 1 1.00 .000
Customer Service 3
How likely are you to eat at the following restaurants?-Other- 2 1 1 1.00 .000
Ambience 1
How likely are you to eat at the following restaurants?-Other-Location 2 1 1 1.00 .000
8
How likely are you to look at online reviews when choosing a 1 1 5 3.77 1.240
restaurant? 1
If online reviews were good but a friend told you the restaurant was 1 1 5 3.22 .800
not good, would you still go? 1
6
What percentage of good vs bad review online will convince you to go 1 10 100 71.9 15.323
to a restaurant?-Good Reviews 1 2
6
What percentage of good vs bad review online will convince you to go 1 0 90 28.0 15.323
to a restaurant?-Bad Reviews 1 8
6
How likely would you write an online review if you...-Had Bad Service 1 1 5 2.95 1.264
1
How likely would you write an online review if you...-Had Bad Food 1 1 5 3.09 1.402
1
How likely would you write an online review if you...-Food made you 1 1 5 3.39 1.479
sick 1
How likely would you write an online review if you...-Restaurant was 1 1 5 3.39 1.508
unsanitary 1
6
How likely would you write an online review if you...-You Really liked 1 1 5 3.35 1.410
the Food 1
How likely would you write an online review if you...-Had really Good 1 1 5 3.21 1.417
Service 1
How many times a month do you eat out? (Casual Dining)
What is your age?
Apply the appropriate percentages to the following factors

depending on importance (totaling to 1...-Food Quality

depending on importance (totaling to 1...-Service

depending on importance (totaling to 1...-Atmosphere

depending on importance (totaling to 1...-Entertainment

depending on importance (totaling to 1...-Food Selection

depending on importance (totaling to 1...-Price
How likely are you to return to a restaurant if..-You had bad

service
How likely are you to return to a restaurant if..-You didn't

like the food
How likely are you to return to a restaurant if..-Staff made

you feel uncomfortable
How likely are you to return to a restaurant if..-You found

something in your food (hair, plastic, etc...)
How likely are you to return to a restaurant if..-The

restaurant looked dirty or you got sick
How likely are you to eat at the following restaurants?-

Texas Roadhouse

Texas Roadhouse-Food

Texas Roadhouse-Customer Service

Texas Roadhouse-Ambience
7
Texas Roadhouse-Location

Olive Garden

Olive Garden-Food

Olive Garden-Customer Service

Olive Garden-Ambience

Olive Garden-Location
How likely are you to eat at the following restaurants?-On

The Border

The Border-Food

The Border-Customer Service

The Border-Ambience

The Border-Location

Other

Other-Food

Other-Customer Service

Other-Ambience

Other-Location
If online reviews were good but a friend told you the

restaurant was not good, would you still go?
What percentage of good vs bad review online will

convince you to go to a restaurant?-Good Reviews
What percentage of good vs bad review online will

convince you to go to a restaurant?-Bad Reviews
How likely would you write an online review if you...-Had

Bad Service
8
Bad Food
How likely would you write an online review if you...-Food

made you sick
How likely would you write an online review if you...-

Restaurant was unsanitary
How likely would you write an online review if you...-You

Really liked the Food

really Good Service
Data Analysis and Results

After the collection of data was obtained, it was analyzed with SPSS and
Microsoft Excel in order to understand the customer decision factors when
choosing a restaurant.
We investigated gender difference in casual dining consumers experiences
and preference. We conducted cross-tabulation 2 test for nominal and
ranking questions, and an independent sample t-test for Likert and scale
items.
Choosing a New Restaurant

The data shows most male and female consumers ask friends or family for
suggestions when choosing a new restaurant (see Figure 4). This is evident
with about 56.9% of our participants selecting that response far ahead of the
other options.
Consumers reliance on their friends and
family is also evident in the question I
rely more on word of mouth than on
online reviews with 79.3% of the
consumers selecting true (see Figure 5).
9
Figure 4.
Figure 5.
Service
When it comes to service, most
consumers chose friendliness as the
most important quality they look for
in a server. This quality was selected
as the first (out of 6) most important
aspect 43.1% of the time. We can
see from Figure 6. that the data is
skewed right, suggesting that
friendliness, although was not chosen first all the time, it was considered as
one of the top qualities.
Another interesting trend came when participants were asked about the
importance of eye contact. This quality was selected as one of the least
important qualities of a waiter, with 54.3% of the consumers selecting it as
the least important. In contrast to friendliness, shown in Figure 7, the graph
of this data is skewed left.
Figure 6. Figure 7.
It appears as though all consumers male and female agree on what the top
qualities are in a server, except when it comes to how often a waiter checks
the table. The cross tabulation chi-square test results (see Figure 8) shows
there is a significant difference in how male and female consumers ranked
this quality (2=14.16, p = .015 < .05). The graph (see Figure 9) for the
female responses show a bell curve relation between the ratings centered at
3. This suggest that this quality was ranked third more than it was ranked in
10
any other position. However, the graph for the men was more uniform, but
the men ranked it in fifth more frequently. This shows that women value how
often a waiter visits the table more than men.
Figure 8. Figure 9.
Online Reviews
The data implies that the female consumers are more likely to write online
reviews. However, most of this data only shows a marginal difference
between men and women, with the exception being when it comes to good
reviews. Data suggest that women are more likely to write a good review
compared to men.
When asked how likely there were to write a review if they liked the food, the
t-test results show there was a significant difference between men and
women with the means measured on the 5-point Likert scale (p = .003;
Mean_male = 2.71; Mean_female = 3.59). Similarly, when asked how likely
there were to write a review if they had good service, the t-test showed there
was a significant difference between men and women (p = .003; Mean_male
= 2.55; Mean_female = 3.45).
Overall Restaurant Qualities

As we can see from Table 1 above, the most important quality in a restaurant
for all consumers is food quality, with ranked at a mean of 41.34% followed
by price with a mean of 19.12%. Service is then the third most important
quality with a mean of 16.72%, however a t-test suggested that there was a
11
marginal difference of how women ranked service versus how men ranked
service. (p = .083; Mean_male=14.35, Mean_female=17.58)
When participants were asked how likely they would go back to the
restaurant if the service was bad, the mean of the responses on the 5-point
Likert scale was 2.65, which is the highest compared to the other question of
the same type. This means that consumers are more likely to return to a
restaurant if they had bad service than if they didnt like the food.
Independent sample t-test results show the entertainment factor of a

restaurant influences male and female consumers differently. Male
consumers seem to value entertainment more compared to female (p=.016;
Mean_male=5.32, Mean_female=2.76).
Managerial Implications
This research can help managers improve their restaurant by showing them
key factors their target market enjoys. By enhancing or adding a specific
quality, managers can attract their target market and thus increase their
revenue. We also researched what consumers liked about the service and
what the restaurant must do to get a good review. Specific suggestions were
concluded for our findings.
Even Mix of Male and Female Factors:

Restaurant managers can use this research to find out specific factors that
male and female consumers like. From our research, specifically, we see that
the most important factor (after food and price) when choosing a restaurant
for a male is entertainment and service for females. Therefore, it can be
interpreted that restaurants who primarily target male consumers should
have enhanced entertainment services. Unfortunately, the results cannot
show what specific entertainment services attract males the most (i.e.
music, more server interaction apart from the regular service). Restaurants
who are geared more toward targeting women should remain consistent in
providing excellent customer service. When targeting both genders, a
restaurant should measure out equal attributes to keep both types of
consumers coming back.
Good & Quality Service:

From this research, restaurant managers can see that service quality is a
very important factor to consumers. Using this research, the managers can
train the staff to fit the qualities that people like most in a server. Good
customer service is subjective, therefore, having evidence to show what
12
qualities are deemed good then servers can be trained uniformly. This can
apply to currently employed and newly hired servers.
Online Review Promotion:

Restaurant managers can use this research to help improve their online
reviews. This research indicates, females are more prone to write online
reviews. To increase reviews, managers can promote it more towards female
consumers. But specific marketing techniques should be used towards males
because they are not prone to writing reviews. An equal number of both male
and female reviews is necessary to obtain both views on concerns or positive
qualities of a restaurant.
Conclusion
The purpose of this research survey was to identify which factors bring
consumers into a restaurant. We specifically looked at the difference
between the males and females, but our results indicated there is no
significant difference in the opinions of the males vs. females when choosing
a restaurant. But there were still key findings which included: both male and
female consumers rely on word-of-mouth restaurant reviews before dining
out, male consumers value entertainment as part of their experience more
than women, and women are more susceptible to writing a positive review.
From these results, specific managerial implications were suggested to
enhance restaurant potential.
Reflections
Madison: Through this survey project I have learned how to turn my survey
results into data that I can use to make changes to something specific (like a
restaurant) or make something better. It helped me understand how useful
this will be for companies that are consumer based.
Michael: From this project, I was able to understand just how important and
useful gathering data and information about a subject is. Running and
operating a business involves much more than what is seen on the surface.
By using surveys in the form of Qualtrics one is able to ascertain this
information in a much more timely and coherent manner. All the while
figuring out what works and what doesn't work for your business.
Yansy: This survey project has taught me how to use Qualtrics to create a
survey and analyze the results. I have also learned how to interpret the data
13
and make conclusions based on the data. I have also, specifically, learned
from this survey project that women are more likely to leave online reviews,
and I found that interesting.
Esmeralda: From this project, I have learned how to create a survey using
Qualtrics and how to analyze and interpret the data. I also learned not to
make conclusions before interpreting the data. Some of the differences
between male and female turned out opposite as to what I initially thought to
be.
References
No references were used in the completion of this survey. Data was collected
first-hand and conclusions were derived from it.
Appendix: Survey Questionnaire

Introduction: Thank you for participating in the survey. This survey is to understand
consumer psychology and behavior related to restaurant experiences. It is part of a
class activity for marketing students at The University of Texas at Tyler. All
information collected in this survey will be confidential and used only for learning
purposes. Your candid answer will help us learn and better understand the
consumers. Any questions regarding to this survey can be addressed to Dr. Byun at
kbyun@uttyler.edu.
How many times a month do you eat out? (Casual Dining)
0 (1)
1-3 (2)
4-5 (3)
6 or more (4)
Condition: 0 Is Selected. Skip To: End of Survey.
What is your gender?
Male (1)
Female (2)
What is your age?
14
under 18 (1)
18 - 24 (2)
25 - 34 (3)
35 - 44 (4)
45 - 54 (5)
55 - 64 (6)
65 - 74 (7)
75 - 84 (8)
85 or older (9)
Apply the appropriate percentages to the following factors depending on

importance (totaling to 100%):
______ Food Quality (1)

______ Service (2)
______ Atmosphere (3)
______ Entertainment (4)
______ Food Selection (5)
______ Price (6)
How likely are you to return to a restaurant if..
15
Extremely Somewhat Neither likely Somewhat Extremely
likely (5) likely (4) nor unlikely unlikely (2) unlikely (1)
(3)
You had bad
service (Bad
Service)
You didn't
like the food

(Didn't like
food)
Staff made
you feel
uncomfortabl
e (Staff

made you
feel
uncomfortabl
e)
You found
something in
your food
(hair, plastic,

etc...) (You
found
something in
your food)
The
restaurant
looked dirty
or you got
sick
(Restaurant
looked dirty)
How likely are you to eat at the following restaurants?
Restauran Sa Somewh Neutra Somewh Happ Foo Customer Ambien Locatio

ts d at Sad l at Happy y d Service ce n
Texas Customer
Foo Ambien Locatio
Roadhous Servic
d ce n
e (1) e
Olive Customer
Foo Ambien Locatio
Garden Servic
d ce n
(2) e
Customer
On The Foo Ambien Locatio
Servic
Border (3) d ce n
e
Customer
Foo Ambien Locatio
Other (4) Servic
d ce n
e
16
Rank the service qualities from most important to least important
______ Friendly (1)

______ Helpful (2)
______ Checks on table often (3)
______ Makes eye contact (4)
______ Wait time for sitting (5)
______ Wait time for food (6)
When choosing a new restaurant, you...
Ask your family/friends for a suggestion (1)

Look online for which restaurant has the best ratings (2)
Just pick a random place (3)
Other (4) ____________________
How likely are you to look at online reviews when choosing a restaurant?
Extremely likely (5)

Somewhat likely (4)
Neither likely nor unlikely (3)
Somewhat unlikely (2)
Extremely unlikely (1)
I rely more on word of mouth than on online reviews.
True (1)
False (2)
If online reviews were good but a friend told you the restaurant was not good, would
you still go?
Definitely yes (5)

Probably yes (4)
Might or might not (3)
Probably not (2)
Definitely not (1)
What percentage of good vs bad review online will convince you to go to a
restaurant?
______ Good Reviews (1)

______ Bad Reviews (2)
17
How likely would you write an online review if you...
Extremely Somewhat Neither likely Somewhat Extremely

likely (5) likely (4) nor unlikely unlikely (2) unlikely (1)
(3)
Had Bad
Service (Bad
Service)
Had Bad
Food (Bad
Food)
Food made
you sick

(Food made
you sick)
Restaurant
was

unsanitary
(Unsanitary)
You Really
liked the

Food (liked
food)
Had really
Good Service

(Good
Service)
Thank You Thank you for your participation.
18

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Marketing Research 4380.

Does Gender Affect Casual

Purpose and Background

Survey Research Design

How Often do You Dine Out (Monthly)?

Variable Measurement and Description

Table 1. Descriptive Statistics

How many times a month do you eat out? (Casual Dining)

What is your age?

Apply the appropriate percentages to the following factors

Apply the appropriate percentages to the following factors

Apply the appropriate percentages to the following factors

Apply the appropriate percentages to the following factors

Apply the appropriate percentages to the following factors

Apply the appropriate percentages to the following factors

How likely are you to return to a restaurant if..-You had bad

How likely are you to return to a restaurant if..-You didn't

How likely are you to return to a restaurant if..-Staff made

How likely are you to return to a restaurant if..-You found

How likely are you to return to a restaurant if..-The

How likely are you to eat at the following restaurants?-

How likely are you to eat at the following restaurants?-

How likely are you to eat at the following restaurants?-

How likely are you to eat at the following restaurants?-

How likely are you to eat at the following restaurants?-

How likely are you to eat at the following restaurants?-

How likely are you to eat at the following restaurants?-

How likely are you to eat at the following restaurants?-

How likely are you to eat at the following restaurants?-

How likely are you to eat at the following restaurants?-On

How likely are you to eat at the following restaurants?-On

How likely are you to eat at the following restaurants?-On

How likely are you to eat at the following restaurants?-On

How likely are you to eat at the following restaurants?-On

How likely are you to eat at the following restaurants?-

How likely are you to eat at the following restaurants?-

How likely are you to eat at the following restaurants?-

How likely are you to eat at the following restaurants?-

How likely are you to eat at the following restaurants?-

If online reviews were good but a friend told you the

What percentage of good vs bad review online will

What percentage of good vs bad review online will

How likely would you write an online review if you...-Had

How likely would you write an online review if you...-Food

How likely would you write an online review if you...-

How likely would you write an online review if you...-You

How likely would you write an online review if you...-Had

Data Analysis and Results

Choosing a New Restaurant

Overall Restaurant Qualities

Independent sample t-test results show the entertainment factor of a

Even Mix of Male and Female Factors:

Good & Quality Service:

Online Review Promotion:

Appendix: Survey Questionnaire

How many times a month do you eat out? (Casual Dining)

Apply the appropriate percentages to the following factors depending on

______ Food Quality (1)

How likely are you to return to a restaurant if..

How likely are you to eat at the following restaurants?

Restauran Sa Somewh Neutra Somewh Happ Foo Customer Ambien Locatio

______ Friendly (1)

When choosing a new restaurant, you...