Abstract:
Consumers’ increasingly demand for convenient, quick serving and ready-made food away
from home has made restaurants and fast-food outlets one of the fastest growing sectors in
the service industry. In some time, past, most developing countries food service industry
sector was mainly dominated by locals with little or no involvement of foreign brands yet in
recent times, developing countries food service space is highly filled with foreign brands.
This study investigated consumers’ decisions and selection of upscale and casual restaurant
within the Kumasi Metropolis. The specific objectives of the study were; to identify the
factors consumers, give much credence to when deciding to dine at an upscale-restaurant, to
investigate the factors consumer, give much weight to when deciding to dine at a casual
facility, to investigate the relationship between consumer demographic profile and their
selection criteria patterns of both an upscale and a casual restaurant and lastly to assess
whether there are differences in consumer selection criteria when deciding to dine at an
upscale restaurant or casual restaurant. The study population came from both undergraduate
and post-graduate students within the three public universities (i.e. Kwame Nkrumah
University of Science and Technology, College of Technology Education, and Kumasi
Technical University) within the Greater Kumasi Metropolis. A sample population size of
200 students each within these universities were targeted. A stratefied sampling approach was
used where the study population was divided into three strata that is, students from the
Kwame Nkrumah University of Science and Technology, College of Technology Education,
Kumasi and Kumasi Technical University. Afterwards, the Krejcie and Morgan sampling
table was used in the determination of the sample size across these strata. The study used a
cross-sectional research design where questionnaire instruments based on a five-point likert
scale was distributed to the study respondents. Data on this study was analysis on the basis of
descriptive statistics (i.e. frequency, mean and standard deviation) and inferential statistics
(multiple linear regression analysis and one-way anova). Results from the study suggest that
the respondents did not use the same selection criteria when deciding to eat either at an
upscale facility or a casual restaurant. For instance, when it comes to the selection of an
upscale restaurant a consumer was very critical of atmospheric elements such as parking
space, building exterior, interior décor and lightening in their selection decision.
Interestingly, consumers who wanted to dine at the casual restaurant gave little or no
attention to these atmospheric elements in their selection decision. Again, it was observed
that consumers seeking to dine at an upscale restaurant were very particular about the parking
space, building exterior, interior décor and lightening conditions at the facility. On this score,
it is recommended to the upscale restauranteurs to take critical notice of these atmospheric
elements at their facilities since its presence could increase the selection rate of their facility
among upscale restaurant lovers.
KEYWORDS: upscale restaurant, casual restaurant, consumer selection decision, public
universities, Kumasi Metropolis.
Description:
Thesis Submitted to the Department of Hospitality and Tourism Education, Faculty
of Vocational Education, Submitted to the School of Graduate Studies, in Partial
Fulfilment of the Requirements for the Award of the Degree of Master of
Philosophy (Catering and Hospitality) in the University of Education, Winneba
OCTOBER, 2020