Digital Special Collection Portal

Factors influencing consumer’s choice of dining out


Wan Nurshahida Wan Zulkifli, . (2012) Factors influencing consumer’s choice of dining out. Undergraduate Final Project Report thesis, Faculty of Entrepreneurship and Business. (Submitted)


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.

Download File / URL

Full text not available from this repository.

Additional Metadata

Item Type: Undergraduate Final Project Report
Collection Type: Final Year Project
Date: 2012
Supervisor: Dr. Wee Yu Ghee
Programme: Bachelor Of Entrepreneurship (Commerce) Honors.
Institution: Faculty of Entrepreneurship and Business
Faculty/Centre/Office: Faculty of Entrepreneurship and Business
Statistic Details: View Download Statistic

Edit Record (Admin Only)

View Item View Item

The Office of Library and Knowledge Management, Universiti Malaysia Kelantan, 16300 Bachok, Kelantan.
Digital Special Collection (UMK Repository) supports OAI 2.0 with a base URL of