Generation Y Perceptions towards Restaurant Choices - Softcover

Yee Cawaai, Fassler; Geetha, Smitha

Softcover

ISBN 10: 3659759619 ISBN 13: 9783659759611

Verlag: LAP LAMBERT Academic Publishing, 2015

Inhaltsangabe

In the food service industry, Generation Y is the key market segment due to their eating habits and lifestyle. They are adventurous in trying new food. The purpose of this study is to identify the factors influencing generation Y food preference and most influential factors towards food preference. Generation Y refers to those born between 1977 and 1994. It is the most technically literate and technologically savvy generation. Generation Y population is estimated at 2 billion globally and 660 million of them are from Asian countries. In Malaysia itself, Gen Y makes about 40% of the Malaysian population. It is a widely understood fact that Gen Y have higher spending power and are savvy customers. Qualitative method is used for this study and 16 respondents were selected and interviewed based on the criteria. This study found that food preference are influenced by intrinsic factor and extrinsic factor. However, extrinsic factor is more influential towards food preference among Generation. This study will contribute marketing strategies after understanding the Generation Y better. The hospitality, culinary and tourism sector will benefit from this study.

Über diesen Titel

Über die Autorin bzw. den Autor

Fassler Yee Cawaai, Bachelor of International Hospitality Management(HONS),Taylors University, Malaysia

Details zur Ausgabe

• Verlag: LAP LAMBERT Academic Publishing
• Erscheinungsdatum: 2015
• Sprache: Englisch
• ISBN 10: 3659759619
• ISBN 13: 9783659759611
• Einband: Taschenbuch
• Anzahl der Seiten: 92
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Editions Vie; customerservice@vdm-vsg.de; ; Brivibas gatve 197; Riga; 1039; Lettland