Title page for ETD etd-10102009-020038

Type of Document Master's Thesis
Author Logan, Theresa Castillo
URN etd-10102009-020038
Title An exploratory study of family dining attitudes toward full service restaurant product/service attributes
Degree Master of Science
Department Hotel, Restaurant, and Institutional Management
Advisory Committee
Advisor Name Title
Evans, Michael A. Committee Chair
Murrmann, Suzanne K. Committee Member
Weaver, Pamela A. Committee Member
  • Restaurants
Date of Defense 1991-05-15
Availability restricted

Families dining out with children are becoming an important customer segment revealing a personal preference for convenience, timely service, menu variety, and child entertainment. According to united states industry figures, families dining out with children constitute twenty percent of estimated commercial restaurant sales. Although the restaurant industry is segmenting customer markets for the 1990's, most restaurateurs still define customer markets using instinct versus market segmentation research.

By targeting families with children, the researcher investigated family dining attitudes according to gender, income, ages of children in the family unit, and frequency of dining out. The research was an exploratory investigation, identifying family dining attitudes toward full service restaurant products and services. Survey data was collected and analyzed, using a convenience sample of families in Fairfax County, Virginia.

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