Open Access   Article

Influence of Visuals on Consumer preference in Restaurants: Structure Equation Modelling Analysis

A. Neema1 , I. Bapna2

Section:Research Paper, Product Type: Journal Paper
Volume-06 , Issue-09 , Page no. 42-45, Nov-2018

CrossRef-DOI:   https://doi.org/10.26438/ijcse/v6i9.4245

Online published on Nov 20, 2018

Copyright © A. Neema, I. Bapna . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

View this paper at   Google Scholar | DPI Digital Library

Citation

IEEE Style Citation: A. Neema, I. Bapna, “Influence of Visuals on Consumer preference in Restaurants: Structure Equation Modelling Analysis”, International Journal of Computer Sciences and Engineering, Vol.06, Issue.09, pp.42-45, 2018.

MLA Style Citation: A. Neema, I. Bapna "Influence of Visuals on Consumer preference in Restaurants: Structure Equation Modelling Analysis." International Journal of Computer Sciences and Engineering 06.09 (2018): 42-45.

APA Style Citation: A. Neema, I. Bapna, (2018). Influence of Visuals on Consumer preference in Restaurants: Structure Equation Modelling Analysis. International Journal of Computer Sciences and Engineering, 06(09), 42-45.

           

Abstract

Neuromarketing, as a scientific discipline in the field of marketing research, represents an implementation of neuroscientific methods, with a purpose of a better understanding of human behavior. This paper aimed at identifying the influence of visuals (what one see) on consumer preference in 3 star and above rating restaurants in Indore (Madhya Pradesh). The purpose of this study is to understand the current characteristic of visuals that is used in restaurants. It also seeks to understand the role of visuals to shape up consumer preference in restaurant industry. A sample of 100 consumers was taken who usually visited multi cuisine restaurants in Indore. Data was collected through a well-structured questionnaire and analyzed through SEM (structure equation modeling). This study will propose important implication for practitioners and academicians.

Key-Words / Index Term

Visuals, ConsumerPreference

References

[1]. Azeem, M.A., Venkat R.T. (2000). Influence of Senses on In-store Customer Experience: A Study on Multi-Sensorial Marketing in Coffee Bars at Hyderabad. Journal of Marketing Trends, 1(2), 44-54.
[2]. Baker, J. (1987). The Role of the Environment in Marketing Services: The Consumer Perspective. The Services Challenge, Integrating for Competitive Advantage, 79-84.
[3]. Bitner, M.J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56, 57-71.
[4]. Batema, C., (2011). Five senses theme idea.www.ehow.com/info-8074071-five-senses-theme-idea.html.
[5]. Cronje, J.J. (2007). Assessing the Relative Efficiency Management of South African Banks. Management Dynamics Journal, 16(4), 11-23.
[6]. Donovan, R.J., Rossiter, J.R., and Nesdale, A. (1994). Store atmosphere and purchasing behavior. Journal of Retailing, 70(3), 283-294.
[7]. Kotler, P. (1973). Buying is marketing too! Journal of Marketing, 37(1), 54-67.
[8]. Kolter, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48-64.
[9]. Kang, E., Boger, C., Back, J. and Madera, J. (2010). The Impact of Sensory Environments on Spagoers’ Emotion and Behavioral Intention. Conrad N. Hilton College of Hotel and Restaurant Management University of Houston, Houston, TX
[10]. Lefebvre, D., (2010). Multi sensory branding improves customer retention”. Executive Vice President of Marketing, Specialty Print Communications. Printing industries of America: the magazine.
[11]. Lindstrom, M. (2005). BRAND sense Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound. New York: Free P.
[12]. Ryu, K., and Jang, S.C. (2007). The effect of environmental perceptions on behavioural intentions through emotions: The case of upscale restaurants. Journal of Hospitality and Tourism Research, 31(1), 56-72.
[13]. Schmitt, B.H. (1999).Experiential marketing: how to get customers to sense, feel, think, act, and relate to your company and brands. New York, N.Y.: Free Press.
[14]. Schmitt, B.H. and Rogers, D.L.M (2008) (eds.) Handbook on Brand and Experience Management. Cheltenham, UK and Northampton, MA: Edward Elgar.
[15]. Skandrani, H., Mouelhi, N.B.D. and Malek, F., (2011).Effect of store atmospherics on employees’ reactions. International Journal of Retail and Distribution Management, 39(1),51-67.
[16]. Stroebele, N., and De Castro, J.M. (2004).Effect of Ambience on Food Intake and Food Choice.Nutrition, 20, 821-838.
[17]. Sulaiman, S., Haron, M., Chik, C. and Sumarjan, N. (2012). Consumer’s perception on hotel’s website from sensory marketing perspectives. 3rd international conference on business and economic research (3rd icber 2012) proceeding 12-13 march 2012.golden flower hotel, bandung, indonesia isbn: 978-967-5705-05-2.WEBSITE: www.internationalconference.com.my
[18]. Turley, L.W. and Milliman, R.E. (2000). Atmospheric effects on shopping behavior: a review of the experimental evidence. Journal of Business Research, 49(2), 193-211.
[19]. Xu, J.B., and Chan, A., (2010). A conceptual framework of hotel experience and customer based brand equity. International Journal of Contemporary Hospitality Management, 22(2), 174-193.