Exploring the Choice Behavior of Catering Consumers According to the EKB Model

Abstract

This paper using the pioneering Engel, Collet, and Blackwell model, describes five continuous decision-making processes, problem identification, information search, evaluation of alternatives, purchase decision, and post-purchase behavior, to explore how catering consumers make decisions. Through the questionnaire survey, this paper has completed two objectives. One is to investigate the types of selected restaurants, analyze the relationship between them according to the needs of respondents. Another goal discusses the information sources of consumer preferences and the impact of prices on these sources. The findings show that the most frequently cited demand variables are time with family and friends and convenience. Most of respondents said they would consult information before choosing a restaurant, with popular sources of information including third-party institutions and online media. In addition, as prices rise, so does the number of respondents seek information. When respondents spend time with their family and friends, the most popular choice is casual dining.