Factors influencing consumer’s choice of dining out

This research attempts to deepen understanding about consumer decision-making when selecting a restaurant to dine out, what factor(s) most important, and how selection factors differ across different characteristics of socio-demographics. Although the method used in this study is descriptive, the results may provide some practical implications to the restaurant industry. The selection of respondent recorded in the form of questionnaire. The questionnaires were distributed to 200 residents in Kuantan on October 2011. After two weeks, the completed answered questionnaires were collected but only 166 questionnaires can be used. The findings of the study provide insight into how customers select restaurants. It shows that hygiene level was the most important factor in influencing consumer’s choice of dining out. The findings found that consumer rank the attributes of factor importance in the following order: hygiene level, service quality, price sensitivity, physical attributes, and food quality.