IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 20, Issue 5. Ver. VII. (May. 2018), PP 44-55 www.iosrjournals.org DOI: 10.9790/487X-2005074455 www.iosrjournals.org 44 | Page Relationship between Demographics and Consumer Behavior –A Study on Consumption of Restaurant Food by Tertiary Level Students in Dhaka City Javed Mahmud DBA Candidate, Institute of Business Administration (IBA), University of Dhaka Corresponding Author: Javed Mahmud Abstract: The purpose of this study is to investigate the effect of demographic characteristics (gender and family income) on the buying behavior (restaurant eating habits) of tertiary level students in Dhaka city. Three behavioral factors were considered for this purpose, which are preference for cuisine, frequency and reasons for eating out. The study adopted a quantitative approach. Data was collected from 287 respondents using non- probability convenience sampling. Chi-square test and simple descriptive techniques were used to derive results from the data collected with the help of SPSS 20.0. The test results revealed that gender was significantly associated with the preference for cuisine and reasons for eating in restaurants by tertiary level students in Dhaka city. Keywords: Consumer behavior, Demographics, Restaurant food, Tertiary level students, Dhaka city --------------------------------------------------------------------------------------------------------------------------------------- Date of Submission: 12-05-2018 Date of acceptance: 28-05-2018 --------------------------------------------------------------------------------------------------------------------------------------- I. Introduction Consumer behavior is the study of the procedures consumers utilize in acquiring and using products and in retaining product information. In addition to examining the purchasing habits of the buyers it also tries to comprehend the motivations, preferences, beliefs, requirements, and habits of the buyer as an individual. Consumer research provides organizations with significant, dependable, applicable, and contemporary information on their customers. It answers how marketers should design their marketing efforts to satisfy customer needs. Nowadays, nearly all businesses are customer-centric. In the restaurant industry also, marketing commences with identifying consumer needs and concludes with ensuring consumer satisfaction. In between, organizations have to identify their consumers, determine what they want and why they want it and discover how customers make decisions. Restaurateurs, who try to answer these questions based on what they feel to be true, without conscious reasoning, often get it wrong. Students are “an important and emerging growth segment” for the restaurant industry 1 . El-Said and Fathy add that the rapid and incessant growth of customers among university students are creating opportunities for restaurants but at the same time increasing competition among them 2 . Restaurateurs must now know how best to serve their customers. This study was designed to discover the relationship between consumer demographics (gender and family income) and their behavior (preference for cuisine, frequency and reason for eating out) by targeting university level students in Dhaka city. Any similarity or difference in consumer behavior identified between students of different gender or economic condition should help restaurateurs serve their customers better. Main Research Problem The main research problem is to determine “the relationship between demographics and consumer behavior of tertiary level students in Dhaka in the context of availing restaurant service”. Objectives of Study The following research objectives were formulated for this study on tertiary level students in Dhaka. To analyze the association of gender with preference for restaurant cuisine To analyze the association of gender with frequency of consuming restaurant food To analyze the association of gender with reason for consuming restaurant food To analyze the association of family income with preference for restaurant cuisine To analyze the association of family income with frequency of consuming restaurant food To analyze the association of family income with reason for consuming restaurant food
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IOSR Journal of Business and Management (IOSR-JBM)
On the other hand, no significant association could be found between the family income of the
respondent tertiary level students and their buying behavior, specificly, preference for cuisine, frequency and
occasions for eating in restaurants. Also, no significant relations could be identified between gender and number
of times university students eat out during a particular period.
The practical implementation of this study is the recommendation that restaurateurs who target
university students in Dhaka city may also segment their customers on the basis of gender. However, based on
the results it may be said that segmenting university customers on the basis of their family income may prove to
be a futile exercise. At the same time, it should be remembered that the sample size of 287 respondents of this
study may not properly represent the target audience. The results could vary if the number of respondents is
increased.
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