Consumer Decision Process in Restaurant Selection: An Application of the Stylized EKB Model
Consumer Decision Process in Restaurant Selection: An Application of the Stylized EKB Model

Summary/Abstract: Purpose – The aim of this paper is to propose a framework based on empirical work for understanding the consumer decision processes involved in the selection of a restaurant for leisure meals. Design/Methodology/Approach – An interpretive approach is taken in order to understand the intricacies of the process and the various stages in the process. Six focus group interviews with consumers of various ages and occupations in the South East of the United Kingdom were conducted. Findings and implications ¬– The stylized EKB model of the consumer decision process (Tuan-Pham & Higgins, 2005) was used as a framework for developing different stages of the process. Two distinct parts of the process were identified. Occasion was found to be critical to the stage of problem recognition. In terms of evaluation of alternatives and, in particular, sensitivity to evaluative content, the research indicates that the regulatory focus theory of Tuan-Pham and Higgins (2005) applies to the decision of selecting a restaurant. Limitations – It is acknowledged that this exploratory study is based on a small sample in a single geographical area. Originality – The paper is the first application of the stylized EKB model, which takes into account the motivational dimensions of consumer decision making, missing in other models. It concludes that it may have broader applications to other research contexts.

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