The role of involvement and variety‐seeking in eating out behaviors

Abstract

PurposeEating out behaviors vary from one individual to another. However, there is no conceptually underpinned typology to explain this phenomenon effectively. This paper aims to develop a conceptually underpinned typology of eating out attitudes and to distinguish differences based on demographics and actual eating out behaviors.Design/methodology/approachThis study proposes a typology using a 2×2 matrix (high and low levels of involvement and variety seeking) and uses multinomial logistic regression to examine differences between the four groups.FindingsAge, education, the breadth of culinary exposure, and the extent of eating out are significant differentiators between the four eating out attitudes.Research limitations/implicationsThe typology can be investigated in cross‐cultural contexts to expand the understanding of eating out behaviors underpinned by involvement and variety seeking. Both restaurants and destination marketing organizations can use the typology to better understand their customers and build effective communication and product mix strategies.Originality/valueThe paper is the first in the restaurant marketing literature to examine and explain the roles of two important and highly relevant consumer behavior constructs: involvement and variety seeking. Additionally, the study provides key insights pertinent to the fast growing Indian market.