1.Definition of the Research Problem i.Definition of the market research problem (MRP)Overarching statement: to identify and better understand the key drivers or predictors of a customer attitude, belief and behaviour in San Antone.This research report will be focusing on 3 main components; Food (portion andprice), Environment (interior design and atmosphere), and demographics (age andincome).ve2Customer Attitude and Behaviour (Customer Intention to come)DEMOGRAPHICSENVIRONMENTFOODIncomeAtmosphereInteriorDesignPricePortionAge
ii.Brief justification of the MRPThis research is important in order to understand the particular customerattitude or behaviour key drivers that will help the process of decision making inmanagerial implications. Food, environment, and demographics will be theelements of the predictors of consumers attitude and behaviour. Therefore, byknowing the significant variables that affect the consumer satisfaction will improvethe quality which determines the consumer attitude and behaviour and bringsgood impact towards the restaurant reputation and image. Based on Joanne and Rhonda article (2004), food portion came out as theonly one out of nine factors being tested that had a significant effect on intent toreturn for 239 diners. Which means this aspect is one of the most crucial aspectsthat should be concerned in the restaurant. Therefore, customer attitude andbehaviour will bring good impact towards the restaurant. Moreover, the articlesexplained that atmosphere is the element which determine how long will thecustomers stay, the longer it is, the more customers will order. If the restaurant cancreate a good and convenient atmosphere, this will lead to a better customersattitude and behaviour. Next, demographics also will be the one of the key driversaffecting the customer behaviour. Based on Mahmood book (2017), demographicswill determine the target market and the customers. Restaurants can improvetheir quality and service by knowing the type and characteristic of the customer,and the fulfilled customers preference will lead to a good behaviour. 3
2.Research approach and hypothesesi.Food1stRQ(relational):Does food portion affectthe intention of customer to visit the restaurant? Questions no. Q11.3, Q17Variables: DV: the intention of customer to visit the restaurantIV: Food portion The null hypothesisH0:Food portion does not affect the intention of customer to visit the restaurantThe alternative hypothesisH1:Food portion does affect the intention of customer to visit the restaurant“RECODE”RECODE Q17 (0 thru 1=1) (1.1 thru 2=2) (2.1 thru 3=3) (3.1 thru 4=4) (4.1 thru 5=5) (5.1 thru 6=6) (6.1 thru 7=7) INTO Q17_NEW.