Thesis Archive
An empirical investigation of customer attention on family-size restaurant menu design (2010)
Honrado, Richelle L.
Orio, Aprilyn R.
Rea, Khristal Anjela C.
Abstract:
-The hospitality industry has been expanding throughout the years, specifically the rise of restaurant. Because of this, competition is foreseen to be more tough. Aside from offering the consumers quality cooked-food, restaurant also have an option to concentrate on advertising their products. What better way to do this is through their menus.
May restaurant owners do not realize the potential of investing on menus in order to influence their customers in purchasing the products. Past researchers have found that attention plays a role in affecting the purchasing or buying behavior of customers. Because of this, it is important to determine what factors affect consumer attention with regards to restaurant menus.
In this study, an empirical test was made regarding the factors that influence the attention of consumers. These factors are primarily the picture, text and price. Two of these factors were the independent variable used in the study, specifically the picture placement and size, and text size. To test these factors identified, the ASL Eye Tracking Device was used in order to generate fixation count and duration results, which have been found to be good measures of attention. This experiment was executed by designing an experimental menu wherein the different factor setting of variables were incorporated. Having generated the results, Analysis of Variance (ANOVA) was used for analysis. This statistical tool is useful in determining the significant factors that affect customer attention in a restaurant menu are picture placement itself , as well as its interaction with text size. Upon relating these results with previous researchers, it has been found that, indeed, proper factor settings of restaurant menus can affect catching customer attention.