The factors that influence choosing restaurant of University Malaysia Kelantan (UMK) Students.

This research aims to explore some of the demographic that influence UMK’s student making choice for a restaurant. A total of 100 questionnaires were distributed in 100 respondents in UMK student. The research was conducted between August and November, 2010. The results reveal that food quality, service quality, physical attributes, price sensitivity and hygiene level of the restaurant that choose among the UMK’s student. Among these five factors, price sensitivity turns out to be the most important one. Moreover, people with different demographic perceived these factors differently