A STUDY OF FACTORS AFFECTING CONSUMER CHOICE OF RESTAURANTS IN ULAANBAATAR

• Main Authors: Mandakh Narankhuu, 曼答
• Other Authors: 吳志正
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/18688137857999911445

碩士 === 國立聯合大學 === 經營管理學系碩士班 === 104 === We investigate the factors affecting consumers’ choices of restaurants in Ulaanbaatar, Mongolia. Those factors include the age, gender, education and monthly income of consumers; the location, reputation and eating environment of restaurants; the price and quality of the food; and the service that consumers receive. We use online self-designed questionnaire to collect data. Our results show that food quality, eating environment, price, and word of mouth have a significant effect on consumer choice of restaurants. We provide a list of suggestions to new entrants of food service industry in Ulaanbaatar, which has become highly competitive as the number of food service outlets increased by 8.1% from 2013 to 2015 according to the Mongolian National Statistics Office 2015 annual report. It is important for restaurant owners to understand those factors and allocate certain resources to meet the consumers’ preferences. Our contribution is fourfold: (1) introducing Ulaanbaatar’s restaurant market; (2) identifying significant factors which have an effect on consumer choices of restaurants; (3) collecting and analyzing data from questionnaire; and (4) concluding research with list of suggestions.