Assessing the Importance of Health in Choosing a Restaurant: An Empirical Study from Romania

Abstract

In the context of a spectacular growth of the Romanian restaurant market, it has become a necessity for managers to analyze the decision-making process related to restaurant selection toward obtaining a competitive advantage, which can be achieved through better segmentation and adequate targeting. The main objectives involved the identification of the main factors that influence restaurant selection by evaluating the role that health concerns play in this process and identifying consumers’ restaurant profiles. A survey was conducted using face-to-face interviews as the contact method, in order to identify the main factors considered important for consumers in the city of Cluj-Napoca in the decision-making process related to restaurant selection. Principal component analysis (PCA) was conducted to group the attributes. The non-hierarchical cluster analysis through the use of the k-means method was used to define different groups within the sample and identify common features. Results suggest that the analyzed restaurant market is dominated by three segments of consumers, of which the largest is represented by “health seekers”: a group of young women with medium and low incomes. As such, the possibility of consuming healthy meals within a restaurant is the most important factor for them during the decision-making process for restaurant selection. The present study has important managerial implications. Restaurant managers should admit that this process represents the starting point in designing restaurant concepts, as this type of information is fundamental for management decisions. On the other hand, the study offers important information regarding consumer perception of food, which has recently changed significantly, especially in the segment of young consumers to whom health is very important.