Customer's Preferences on the Attributes of Restaurant Selection for Far Eastern Cuisine

The research concerns with identifying the customers’ perception as to the specific restaurant attributes which define a dining experience, and seek to evaluate the factors which influence a customer’s preference towards choosing a particular Far Eastern restaurant in the UK. 300 questionnaires were produced in the period of June. 2008 and administered to people living in Manchester who had eaten an evening meal at Far Eastern restaurant. The study focused on ways of differentiating between samples of Asians and non-Asians, the research interest was designed to examine whether ethnicity(or ethnic preference) might affect a choice of a particular ethnic restaurant. The results of the study can provide a useful marketing tool to restaurateurs to segment the market of customers. Furthermore, analysing determinant attributes of Far Eastern restaurants can be a useful marketing tool for restaurateurs who wish to penetrate new markets and to re-examine their current marketing strategies.