Factors influencing restaurant selection in Yerevan

Abstract

The primary objective of this study was to analyze the pre-purchase stage of consumer decision-making process and to identify factors that affect restaurant selection of consumers of Yerevan, Armenia. Extensive literature and primary data collected through a survey were analyzed. Findings of current study displayed a preference for Armenian, Italian restaurants and Wine Houses for dining out for a social occasion and Armenian, Italian restaurants and Pizza Houses for dining out without any occasion. This study also identified that food quality, friendly, polite and helpful staff, value for money, food, and service of consistent standard and speed of service were the key decision variables used by consumers when selecting a restaurant for dinner. Findings also revealed that the order of importance of the attributes changed depending on the occasion involved.